Q&A with Laura Butler-Madden, award-winning interior designer & founder of GROVE England

Laura Butler-Madden has long been celebrated for her ability to create effortlessly elegant spaces that blend classic British charm with modern luxury. As an award-winning interior designer and the visionary behind GROVE England, Laura has redefined contemporary interiors with her signature approach to colour, texture, and timeless design.

In this exclusive Q&A, we sit down with Laura to discuss her design philosophy, the inspiration behind GROVE England, and what’s next for her in the world of interiors. From her favorite design trends to expert advice on creating a home that feels both beautiful and functional, Laura shares her insights on all things interiors.

Can you tell us a little about your background?

I began my career as a journalist and publicist in London working with some amazing brands and celebrities throughout my 20s. By chance, this pivoted for me in my early 30s when I had to move to Mallorca to take over my family’s property business. A few years later, my husband Patrick and I moved back to London to begin our own business renovating properties. With a passion for architectural history and craftsmanship, as well as a strong belief in the importance of sustainability, we have always specialised in breathing new life into period properties.

What made you move from interiors to creating a fine fragrance?

After I had my daughter, the pandemic hit, I was exhausted and experiencing burn out. It was almost impossible to manage the renovation projects in the pandemic because of the impact on trades, sourcing and costs. I was constantly firefighting, and I realised I’d lost the love I had for this work.

One Spring afternoon I was working in our garden and I laid down on the grass for a moment to watch the clouds, and instantly felt at peace. It struck me that I love nothing more than being in nature, I’m passionate about how much joy it brings me and had always used a lot of natural elements in my designs.

In that moment I had clarity on what I needed to do. I wanted to create a brand that is natural, beautiful and primarily makes people feel how this moment in my garden made me feel - calm, grounded and joyful. And that is when I started creating GROVE England to fill a gap in the fine fragrance market for something elegant, beautiful and natural.

Where does the name GROVE England come from?

Our family home in The Cotswolds is called Grove Farm, and the brand idea was quite literally plucked from the garden there, so it is an ode to that place of peace and tranquillity that inspired me. It is also a lovely word that links to nature, throughout history, Groves have been considered sacred spaces - which is very much what Grove Farm is to me.

How would you describe your interiors style?

I’m not sure that I necessarily have a specific style, but timeless and elegant are words I love. I adore the idea of creating old-world elegance for the modern home, and my schemes are always calm at their core. It’s quite ordered and there is a simplicity that is translated to the packaging of the products. It is the atmosphere I create with my interior design that I hope to reflect in GROVE England. A moment of calm among the chaos; little pockets of joy in a busy day.

What makes GROVE England different?

At GROVE England we focus on translating the visual beauty of unscented botanicals into captivating fine fragrances. I wanted to give beautiful unscented flowers the fragrance that they deserve, and have found such pleasure in creating these unique scents with a wonderfully talented British perfumer. Being so inspired by nature, I wanted to create an elevated fine fragrance composed largely of naturally derived ingredients. They have been created as a French perfume would – multifaceted, with accords that build the scent story.

What inspired the first collection?

Anemones are beautiful flowers that really signify Autumn for me, I find them so magical. They’re often one of the last flowers to bloom in an English garden, and they have an enduring beauty that really stands out in my own garden as the seasons change. I love watching them dance in the gentlest breeze (they’re also known as Wind Flowers for this very reason). But the biggest inspiration is the fact they are not celebrated for their scent. I wanted to reimagine their beauty olfactorily. To translate their visual natural beauty into the imagined scent that they deserve.

"I love the idea of creating
old-world elegance for
the modern home"

Can you share what the process of working with a perfumer was like?

Quite by chance, I was introduced to an incredible British perfumer, just as the concept of GROVE England was crystallising in my mind. I greatly admired his work, so I was thrilled when our paths crossed serendipitously. The timing was perfect, we realised we had similar thoughts about where a gap in the luxury market existed, and we started planning the brand. The brief was to create an elevated, natural fine fragrance. Something that can hold its own among the top fragrance houses we all know and love but be natural. Together I think we’ve achieved something magical.

What were the challenges you faced in creating Anemone?

Conceiving a scent where one does not exist was a challenge, but a creative process that both Richard and I loved. It was a joy to push the boundaries of imagination and fragrance. In working with naturally derived ingredients, we had to balance artistry with precision—keeping levels within IFRA guidelines to ensure both safety and longevity. While natural ingredients bring richness and depth, they can also contain allergens or sensitivities, so we carefully refined the formulation to create a scent that not only sings but also wears beautifully on the skin. The result is an elegant, fine fragrance, rich in natural ingredients, that captures Anemone’s seasonal beauty. We can’t wait to share the other scents we have created in the future.

How do you hope GROVE England will make people feel?

I would love the brand to bring people joy and lift their mood. Scent has an extraordinary ability to do that, to literally change the atmosphere. Each essential oil in our products has the ability to enhance and influence mood - from promoting positivity to evoking tranquillity. GROVE England is personal to me, it embodies my ethos of creating calm, elegant, nature-inspired design. I want these products to visually enhance your space, contributing to a sense of beauty and peace in your home, whilst infusing your daily rituals with the joy of fine fragrance.

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