Brighton Diaries
VOL.1
PHOHM
BRIGHTON DIARIES
VOL.4
PHOHM
BRIGHTON DIARIES
Phoebe Mulrooney
Meet Phoebe Mulrooney, the founder of PHOHM – an award-winning floral studio based in The Lanes, Brighton. In the first instalment of our Brighton Diaries series, Phoebe shares the most important lesson she’s learnt in her career so far, and discusses her considered approach to both floristry and fashion.
Photographer: Betty Maguire.
Brighton Diaries
Phoebe Mulrooney
Meet Phoebe Mulrooney, the founder of PHOHM – an award-winning floral studio based in The Lanes, Brighton. In the first instalment of our Brighton Diaries series, Phoebe shares the most important lesson she’s learnt in her career so far, and discusses her considered approach to both floristry and fashion.
Photographer: Betty Maguire.
Q&A
How was Hackney Hooker born?
I was first taught how to make a granny square at a seniors coffee morning I volunteered at years ago, that’s the actual origin I suppose. But it was only in the last couple of years that I started making stuff for more than just immediate family and friends. TikTok coming along and making crochet popular again deffo played a part, and then it naturally evolved from there with people reaching out for bits I’d been sharing first on my personal insta and then on the Hackney Hooker one.
Where did the name come from?
It was a joke, I had a craft club at my flat every Monday night - everyone brought their own thing, painting, crochet, knitting, sewing, very East London - and one of the girls was laughing at the concept of stitch and bitch because she’d never heard it before. Then I threw out the idea of being called The Hackney Hooker, and it just stuck, there was no other name I could use after that, it still makes me laugh.
What do you take into consideration when
selecting your yarns?
Ultimately, it’s about what the product is being used for, how breathable it needs to be, how sturdy, how malleable etc, and that largely dictates my choices.
Like most things handmade, it’s tough when you try to be more mindful of the materials you use, as this often comes at a cost, and when people can buy a crochet dress on ASOS for £15 or less... it’s hard convincing people to spend that on raw materials alone.
What’s next in the pipeline?
Project wise? So many things! I’m getting married in a couple of months which has absolutely inspired me to put together some playful bridal pieces.
I’m working to get stocked in a local shop which is mad and fab in equal measure.
In terms of dreaming big, I’d love to collaborate with some of my favourite brands or host some fun event in one of the many wine bars around this way.
Tell us about the ALIGNE pieces you’re wearing and how you’ve styled them?
I like clothing items that are fuss free, so I chose pieces that I feel are chic, are easy, are versatile. Then I can inject some more playfulness with the accessories if I want.
There are some days I love getting ready, and others where I just need to thrown on a uniform without thinking. Incorporating pieces like these into my wardrobe means no matter how I wake up feeling, I’m able to feign a bit of effort.
Where do you go for outfit inspiration?
People on the street, social media also plays a part, consciously or unconsciously.
What's your approach to curating a wardrobe?
Slow and steady. I used to be way more impulsive, but I feel like it’s only now I’m in my late 20s that I actually get what I like in a way that lasts beyond a season.
I also love second hand/consignment shopping, so living East means I’m spoiled for choice.
How was Hackney Hooker born?
I was first taught how to make a granny square at a seniors coffee morning I volunteered at years ago, that’s the actual origin I suppose. But it was only in the last couple of years that I started making stuff for more than just immediate family and friends. TikTok coming along and making crochet popular again deffo played a part, and then it naturally evolved from there with people reaching out for bits I’d been sharing first on my personal insta and then on the Hackney Hooker one.
Where did the name come from?
It was a joke, I had a craft club at my flat every Monday night - everyone brought their own thing, painting, crochet, knitting, sewing, very East London - and one of the girls was laughing at the concept of stitch and bitch because she’d never heard it before. Then I threw out the idea of being called The Hackney Hooker, and it just stuck, there was no other name I could use after that, it still makes me laugh.
What do you take into consideration when
selecting your yarns?
Ultimately, it’s about what the product is being used for, how breathable it needs to be, how sturdy, how malleable etc, and that largely dictates my choices.
Like most things handmade, it’s tough when you try to be more mindful of the materials you use, as this often comes at a cost, and when people can buy a crochet dress on ASOS for £15 or less... it’s hard convincing people to spend that on raw materials alone.
What’s next in the pipeline?
Project wise? So many things! I’m getting married in a couple of months which has absolutely inspired me to put together some playful bridal pieces.
I’m working to get stocked in a local shop which is mad and fab in equal measure.
In terms of dreaming big, I’d love to collaborate with some of my favourite brands or host some fun event in one of the many wine bars around this way.
Tell us about the ALIGNE pieces you’re wearing and how you’ve styled them?
I like clothing items that are fuss free, so I chose pieces that I feel are chic, are easy, are versatile. Then I can inject some more playfulness with the accessories if I want.
There are some days I love getting ready, and others where I just need to thrown on a uniform without thinking. Incorporating pieces like these into my wardrobe means no matter how I wake up feeling, I’m able to feign a bit of effort.
Where do you go for outfit inspiration?
People on the street, social media also plays a part, consciously or unconsciously.
What's your approach to curating a wardrobe?
Slow and steady. I used to be way more impulsive, but I feel like it’s only now I’m in my late 20s that I actually get what I like in a way that lasts beyond a season.
I also love second hand/consignment shopping, so living East means I’m spoiled for choice.
How was PHOHM born?
Established in 2018, PHOHM emerged from my background in fine art, prop design and event management, which ignited my passion to create a bespoke company focused on crafting timeless floral arrangements tailored for businesses. This journey seamlessly led to the opening of our studio in Brighton, which caters to both corporate and domestic clients. Our store serves as a showroom, showcasing our collection of antique vases and dried florals, whilst also offering a glimpse into the artistry we provide for our esteemed business clients.
Describe your typical day.
My days vary massively from big drives across the country finessing large installations, to more lowkey everyday Brighton studio days. A more chilled day starts at 7am with a hot vinyasa flow class at Ekah in Hove. I spend the later part of my mornings replying to emails, putting together mood boards and designs for upcoming projects. Then I’ll cycle along the beach to the studio where I'll be working on upcoming commissions and serving any customers. The store closes at 5pm, so I’ll head home, cook and relax afterwards. I rarely go out on weekdays anymore; I like to go to bed early with a clear head.
What’s the most important lesson you’ve learnt in your career?
Never make a decision when you're hungry, tired, or emotional. Ask friends and family for advice, even if you don’t actually take it – it's always good to voice it out to other people. Trust your instincts, learn from your mistakes, and don’t beat yourself up about making them.
What challenges have you faced setting up your own business?
Being wholly responsible for your own financial stability. It was a complete minefield at first, but I’ve been in the game for 6 years now and I've finally got a handle on it all for the most part.
How was PHOHM born?
Established in 2018, PHOHM emerged from my background in fine art, prop design and event management, which ignited my passion to create a bespoke company focused on crafting timeless floral arrangements tailored for businesses. This journey seamlessly led to the opening of our studio in Brighton, which caters to both corporate and domestic clients. Our store serves as a showroom, showcasing our collection of antique vases and dried florals, whilst also offering a glimpse into the artistry we provide for our esteemed business clients.
What’s the most important lesson you’ve learnt in your career?
Never make a decision when you're hungry, tired, or emotional. Ask friends and family for advice, even if you don’t actually take it – it's always good to voice it out to other people. Trust your instincts, learn from your mistakes, and don’t beat yourself up about making them.
Describe your typical day.
My days vary massively from big drives across the country finessing large installations, to more lowkey everyday Brighton studio days. A more chilled day starts at 7am with a hot vinyasa flow class at Ekah in Hove. I spend the later part of my mornings replying to emails, putting together mood boards and designs for upcoming projects. Then I’ll cycle along the beach to the studio where I'll be working on upcoming commissions and serving any customers. The store closes at 5pm, so I’ll head home, cook and relax afterwards. I rarely go out on weekdays anymore; I like to go to bed early with a clear head.
What challenges have you faced setting up your own business?
Being wholly responsible for your own financial stability. It was a complete minefield at first, but I’ve been in the game for 6 years now and I've finally got a handle on it all for the most part.
What do you love about Brighton?
I love the sea. I live right on the beach, it's so lovely coming out of my front door to see just the sky and the water. Also, there are some really wonderful people living here. I grew up here, so I’m lucky enough to know a lot of people from all different stages of my life, and everyone is kind, loving, welcoming, friendly, and generous. For the most part, the people of Brighton prioritise joy over anything else.
What do you take into consideration when selecting flowers?
I try to think, can I get this somewhere else? Is what we’re offering available in the local florist or shop round the corner? I stock stems that are unique, contemporary, and sculptural.
Wardrobe staple?
My Prada shades, they make any outfit look stylish.
Favourite piece from ALIGNE?
The Mildren and Melon utility set because it’s versatile. I like pieces that can be dressed up or down easily.
You’re known for your considered approach; how does this impact your decision when curating your wardrobe?
Everything is varying shades of earthy tones with particular emphasis on dark green and brown.
What’s next for you?
PHOHM is set to become an artist and concept-led floral studio & event production agency – our focus will be on concept development and creative direction, particularly in creating large-scale installations, set design and production. We will collaborate with brands & artists to create bespoke contemporary installations and experiences with an edge.
What do you love about Brighton?
I love the sea. I live right on the beach, it's so lovely coming out of my front door to see just the sky and the water. Also, there are some really wonderful people living here. I grew up here, so I’m lucky enough to know a lot of people from all different stages of my life, and everyone is kind, loving, welcoming, friendly, and generous. For the most part, the people of Brighton prioritise joy over anything else.
What do you take into consideration when selecting flowers?
I try to think, can I get this somewhere else? Is what we’re offering available in the local florist or shop round the corner? I stock stems that are unique, contemporary, and sculptural.
Wardrobe staple?
My Prada shades, they make any outfit look stylish.
Favourite piece from ALIGNE?
The Mildren and Melon utility set because it’s versatile. I like pieces that can be dressed up or down easily.
You’re known for your considered approach; how does this impact your decision when curating your wardrobe?
Everything is varying shades of earthy tones with particular emphasis on dark green and brown.
What’s next for you?
PHOHM is set to become an artist and concept-led floral studio & event production agency – our focus will be on concept development and creative direction, particularly in creating large-scale installations, set design and production. We will collaborate with brands & artists to create bespoke contemporary installations and experiences with an edge.