It takes great courage and determination to cast aside a highly paid career in your late forties to take up a new challenge, but these are the qualities that have fuelled Charlotte Rowe’s success throughout her professional life. Her risk paid off, and now the former marketing and communications director heads up one of the most revered garden and landscape design practices in the UK.
Since establishing her business 21 years ago, Charlotte and her team have designed more than 300 gardens and landscapes, and banked a Gold medal at the RHS Chelsea Flower Show along the way for her No Man’s Land garden; a commemoration of the First World War, and a tribute to her grandfather who fought in it.
We meet in her bright, open-plan studio in west London, where she explains that while her previous career took her in a different direction, her long-held interest in gardening stems from childhood.
“My parents were both actors and lived in London, but I often stayed with my grandparents in Guernsey when I was young. They owned a large garden and gave me my own little plot, where I grew vegetables and flowers. I was influenced by my grandfather, too. A general in the army, he fought in both World Wars, but he was also a keen amateur filmmaker and talented model maker, and he designed and made beautiful gold jewellery, which may explain why I ended up in design.”
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On leaving school, Charlotte originally intended to study architecture, but in the end opted for a degree in History of Art and Italian. After graduating, she had various jobs before focusing on PR and marketing. “In my mid-twenties, I briefly worked in a plant design practice, and seriously considered a garden-design career, even signing up for a course on garden construction, but I didn’t pursue it.”
Charlotte honed her marketing skills in the UK and Australia, working on high-profile media campaigns for blue-chip companies, including Guinness and Flymo. Later, in her role as director of communications at the London Tourist Board, she led the publicity for the Millennium celebrations, including the opening of the Tate Modern and the London Eye.
My previous job also meant I could deliver a good presentation and listen carefully to a brief. I also ensured that my gardens were professionally photographed, so I could promote them in the media.
She then became director of communications at the Greater London Authority (GLA) for the first mayor of London, Ken Livingstone. “Although it was a good experience, I didn’t like being a civil servant, and left. I was 49 and at a crossroads,” she says. “While renovating the garden at my house in France, I rekindled my love of plants and signed up for a course at the Oxford College of Garden Design, led by Duncan Heather, who had trained under the late John Brookes.”
Charlotte gained her diploma in garden design and set up her business at her west London home in 2004, with just one job, for her neighbour, on the books. “I also joined the Society of Garden Designers and through that connection I was invited to take part in a Channel 4 documentary called Life Begins Again, which featured people who had changed careers later in life. While it didn’t get me any work, the crew followed me for a year, which helped me focus and reach the milestones I’d set myself.
“My first real break was through a recommendation from landscape contractors HCL, who suggested me for the design of a smart Regency house garden, which I won.
”Charlotte thinks her age may have helped her in those early years. “When people are spending a lot of money they want to feel that they’re in experienced hands,” she says. “My previous job also meant I could deliver a good presentation and listen carefully to a brief. I also ensured that my gardens were professionally photographed, so I could promote them in the media.”
Soon, her work was gracing the pages of all the glossy homes and gardens magazines, and her name became synonymous with chic urban designs. In recent years, her portfolio has broadened to include larger country gardens, but she still loves the London town gardens that kick-started her business.
One of the most significant moments in Charlotte’s design journey was the arrival of Japanese architect Tomoko Kawauchi in 2006, who was looking for work experience while studying for a National Diploma in Horticulture.
When people are spending a lot of money they want to feel that they’re in experienced hands.
“I couldn’t speak Japanese, and Tomoko’s English wasn’t great, but despite the language barrier we just clicked. After she gained her diploma, Tomoko came to work for me, and bar a few years with another
design practice, has been here ever since.”
Tomoko became the design director of Charlotte’s practice a couple of years ago, and the two work closely on all new projects. “It was a difficult decision to take a step back,” says Charlotte, “but I wanted to spend more time with my family and feel reassured knowing Tomoko is at the helm.”
She says her proudest achievement was starting her business at 50 and making it a success. But what does the future hold? “Tomoko had just moved to another practice when we created No Man’s Land, so it would be lovely to design a Chelsea garden together. We’re also planning a book on crossing cultures in design,” she says.
“I’ve just taken up ballet, too, having not danced since I was 11.” An image of Charlotte pirouetting her way towards her next venture suddenly springs to mind, and you know that, whatever she chooses to pursue, she’s sure to nail it.
Useful information
Charlotte Rowe Garden Design, 118 Blythe Road, London W14 0HD. Tel 020 7602 0660, charlotterowe.com
