Welcome to Claire & The City

I’m Claire, your guide to London’s most magical corners from afternoon teas and flower festivals to hidden gems and fashion moments. This as my love letter to London.

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Hi friends,

I’m Claire. I moved to London for a career in fashion PR. Think Bridget Jones meets Carrie Bradshaw. I’ve been in love with this city ever since.

Now I create content that celebrates London’s sparkle: seasonal guides, hidden gems, flowers in bloom, and luxe little adventures.

This is a place to explore the city with me and see London through my eyes on my blog and YouTube channel.

I partner with brands, PRs and marketers to bring London stories to life through stylish, shareable content.

Claire x

Explore London by season

SPRING

SUMMER

AUTUMN

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WINTER

Chelsea in Bloom 2026: Dates, Theme & Best Displays

by Claire Etchell | 7th March 2026 | Belgravia in Bloom, Blog, Chelsea in Bloom, Spring | 0 Comments

I LOVE Spring in London, the streets burst into colour with magnificent flowers blooming each year. Chelsea in Bloom 2026 is returning to London this May, transforming the streets of Chelsea and Belgravia into a spectacular free flower festival filled with creativity,...

London’s Free Flower Festival – Chelsea & Belgravia in Bloom 2025

by Claire Etchell | 2nd May 2025 | Belgravia in Bloom, Blog, Chelsea in Bloom, Feature, London | 0 Comments

If you know me, you'll know I've got about 25 alarms set for the start of the RHS Chelsea Flower Show. That is because it also signals the start of Chelsea in Bloom and Belgravia in Bloom. As a London girl, I've been going to this free flower festival put on by the...

Free London Flower Festival – Best displays for Chelsea in Bloom & Belgravia in Bloom 2024

by Claire Etchell | 19th May 2024 | Belgravia in Bloom, Blog, Chelsea in Bloom, London | 0 Comments

I’m pretty excited to say that Chelsea in Bloom has officially started as I spotted my first floral display yesterday at London’s Egerton Hotel. Every year the surrounding areas of Chelsea and Belgravia dress up their shops, cafes, and bars with floral themes to...

Chelsea in Bloom 2023 – best floral displays for Instagram

by Claire Etchell | 22nd May 2023 | Blog, Chelsea in Bloom, Feature, London | 0 Comments

Chelsea in Bloom is spectacular every year and I love rounding up the best displays for Instagram. There's beautiful and fragrant real blooms as well as realistic fake flowers which make spectacular displays. This year, for Chelsea in Bloom 2023, the theme is Flowers...

Free Flower festival – Chelsea in Bloom 2022 British Icons

by Claire Etchell | 20th May 2022 | Belgravia in Bloom, Blog, Chelsea in Bloom, London | 0 Comments

Every year Chelsea in Bloom gets better and better with more elaborate floral creations to celebrate the RHS Chelsea Flower Show. This year has been an absolute cracker with their British Icons theme. Here are my favourite shop displays for Chelsea in Bloom 2022:...

Best floral shop displays at Chelsea in Bloom 2019

by Claire Etchell | 22nd May 2019 | Belgravia in Bloom, Blog, Chelsea in Bloom, Feature, London | 0 Comments

Every May the highly anticipated Chelsea Flower Show rolls into London and with it, we celebrate Chelsea in Bloom as the shop fronts get a floral makeover for the week from 20 - 25 May. This year the theme is Under the Sea (2018 was the Summer of Love as Meghan Markle...

Chelsea in Bloom Summer of Love & Frida’s Belgravia in Bloom 2018

by Claire Etchell | 22nd May 2018 | Belgravia in Bloom, Blog, Chelsea in Bloom, Feature, London | 0 Comments

Chelsea in Bloom and Belgravia in Bloom for Chelsea Flower Show have been growing in popularity over the years with big brands and small boutiques alike taking part each May to capitalise on increased footfall from the event. The great thing is, it looks like a multi...

Guide to The Chelsea Flower Show by a First Timer

by Claire Etchell | 28th May 2016 | Blog, Chelsea in Bloom, Feature, London | 0 Comments

What's a flipping silver gilt when it's at home? Why does a show garden differ from a artisan garden? Do I have to wear white linen trousers to get in? Will they know the only flower I've successfully kept alive is a Flaming Katie from Tesco? These are the questions...

Chelsea Flower Show 2016 – Top Retail Shop Fronts

by Claire Etchell | 23rd May 2016 | Blog, Chelsea in Bloom, Feature, London | 0 Comments

RHS Chelsea Flower Show is a huge event in London with thousands of people descending on the capital each May to see the fabulous blooms on display. This year is no exception and the surrounding retailers take part in 'Chelsea in Bloom' which this year has a carnival...

Claire & The City Blog

My London Diary

I’m a storyteller and you can read my latest blogs on London, fashion, travel and content creator tips here.

How to Create a Rainbow Easter Bookcase for Spring

28th February 2024 | Blog, Feature, Spring

Spring is just around the corner and so I have been thinking about creative content for spring. Whether that is fashion, interiors or lifestyle, spring is full of blooming...

How to Make a Heart Shaped Rainbow Bookcase for Valentine’s Day

9th January 2024 | Blog, Feature, Valentine's Day

For Valentine’s Day this year I wanted to transform my rainbow bookcase into a heart shaped one. Lovely! I love working with the calendar and creating seasonal content so...

Valentine’s Day in London – Instagrammable Places

4th January 2024 | Blog, London

Hello lovers! It is 2024 and time to gather together all of London's most romantic displays for your photos and videos. Here are the most Instagrammable Valentine's Displays...