Introducing Michelle

Floral Street founder, Michelle Feeney, chose to open her flagship in the heart of Covent Garden because it is a pretty special place. It’s a feast for the senses! It’s an area that surrounds you with the very best of London’s arts, from ballet to opera and theatre to street performers. It was also home to the original Victorian Flower Market. So, it’s the perfect place for the Floral Street store selling sustainable, scented products powered by flowers.

London has played a huge part in shaping Michelle’s brand. It is an amazing mash-up of cultures all coexisting in this vibrant city. The Floral Street approach to scent is also quintessentially British, where we love to pick wildflowers from overgrown gardens and wrap them in brown paper tied with string. 

“When I launched Floral Street, three years ago, my aim was to help people appreciate fragrance in a fun, modern, yet responsible way. Our Scent Schools help you learn about the art of fragrance and the provenance of ingredients on that journey.”

Her Experience


Michelle invites you to surprise yourself and become a connoisseur of fragrance at Floral Street’s scentschool™. Guided by expert Floralistas you can experience an intimate scent immersion exploring a world of vibrant colours and uplifting smells. On your journey discover award-winning perfumes – there’s one to match every mood – and as part of your private scent consultation relax with a glass of fizz. After a fun, interactive experience leave the store armed with plenty of insider knowledge about luxury fine fragrance, ‘responsible’ ingredients and perhaps a purchase or two.

Seasonal Tips

1 - Waterloo Bridge

London’s Waterloo Bridge is one of my favourite bridges in the world. Standing in the centre on a clear and sunny summer’s day, looking out over the water you get the breadth of history of the whole of our amazing city. 

2 - Borough Market

Take time to wander around historic Borough Market and sample a feast of gourmet foodies. Everything from the individuality of the people through to the diversity of food and cultural experiences all give London its multi-faceted uniqueness in the world.

Sustainability has been at the heart of Michelle’s vision for Floral Street from day one with packaging that is reusable, recyclable or biodegradable. Her eco-hero 'pulp not plastic' fragrance box is an industry-first!

Favourite Spots

Blog Posts

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Curate Your Stay

Get in touch to talk to our knowledgeable Concierge to create a One Aldwych experience inspired by Michelle that is completely tailored to you. Give us a call on +44 (0)20 730 1000 or drop us an email to tell us more about what you would like to do during your stay.