As GROVE England celebrates its second anniversary, we sit down with our founder, Laura Butler-Madden, to reflect on the inspiration, design philosophy and seasonal moments behind the brand.

An award-winning interior designer with a background in property development and the restoration of period homes, Laura has built her career around creating timeless interiors that balance classic British character with a contemporary sense of calm and understated elegance.
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Inspired by the changing beauty of the English seasons and the landscape surrounding her Cotswold home, Grove Farm, Laura founded GROVE England in 2024, bringing her passion for nature, craftsmanship and considered design into the world of fine fragrance. She translates fleeting seasonal moments into beautifully composed fragrances, each named for a flower that captures its spirit. That same design-led philosophy informs her collections for body, bath and home.
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We caught up with Laura to reflect on her journey, explore the places and moments that inspire her, and discover how fragrance can enrich our everyday rituals and bring the beauty of the seasons into our homes.
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what is your favourite moment in the day, and why does it feel so special?

My favourite moment in the day is when Lily and I head up the garden together to let our Lavender Pekins out in the morning. We both love greeting them and watching the way the different personalities react to the new day. Some of them come creaking out like old ladies stretching one aching leg at a time, while others race out with great urgency as if they’ve got somewhere important to be. Their personalities and feathery feet never fail to amuse us. It’s lovely sharing their humour with Lily to start the day, and we also both love the daily gift of lovely warm eggs, which we then take in for our breakfast. There are also a whole host of other birds greeting the morning in the orchard at this time. We often sit on the fallen tree with tea and listen for ten minutes before heading back in to start the day.

which daily ritual helps you feel grounded?

Taking my dogs for a morning walk after I’ve done the school run. Before the other bustle and business of the day takes over, I love clearing my head, breathing in fresh air, getting my heart rate up and soaking up nature, whatever the season. I started doing it when we first bought our Maltese terrier Coco 18 years ago and hadn’t anticipated what an essential and uplifting habit the morning walk would become. We now have Lola, who is 12, and Honey, who is 10 months old, and they love the morning routine as much as me.

  • A two-panel garden photograph collage. The left panel shows founder Laura Butler-Madden standing among flowers in a garden.

what is a scent that instantly transports you to another time or place?

I absolutely love the smell of growing tomato plants in our greenhouse. When I was a little girl, I used to visit my lovely neighbour almost daily after school. She was a former debutante who had lived the most fascinating life. She would tell me magical tales of parties and ball gowns and glamour. I would hop over the fence between our gardens and find her, almost always gardening, to hear the next instalment. Her greenhouse had the most amazing smell of tomatoes in the height of summer. Her rose garden was also fabulous, and I would spend hours helping her weed and deadhead. The scent of warm tomatoes transports me straight back to that age and her garden. Such magical memories, and definitely a huge part of why I love nature, gardening and the seasons. She was a huge inspiration for the brand.

do you have a favourite flower and what draws you to them?

I find it really hard to pick one particular flower as I love so many. Depending on the season, it changes, so I wouldn’t be able to commit to one. This time of year, I get so much joy from my dahlias. They are so cheerful and robust and, without fail, bring joy to the autumn garden. I am always amazed at the colour they bring, right up until winter starts, as they keep flowering until the first frost. I’m hoping we have a few more weeks to enjoy them this year.

  • A side-by-side double print featuring a left panel of white and pink Anemones in a garden and a right panel of founder Laura in a light dress holding a chicken in a garden.

which season do you feel most connected to, and why?

Autumn is my favourite season. I love the gentle fading light after the summer heat, the morning mists, the woodsmoke in the air and the bright, fresh days subsiding into cosy evenings. I love piling the fire with logs, ready to light it later, anticipating the warmth and comfort of the golden, flickering firelight. I love to bathe, and this is such an autumnal ritual for me. Lighting my Anemone candle and then pouring the bath oil into the water fills the room with the most beautiful scent and calms my nerves after a busy day.

do you have a place that brings you peace?

I feel completely at peace sitting with the chickens at the end of my garden. It’s far enough away from the house that I can leave behind the inevitable jobs and demands and sit down and enjoy the scent of the garden, the sound of birdsong and the chickens pecking around the vegetable garden. We get lovely sunsets from one particular spot, and it’s heaven just to spend 20 minutes putting my feet up and soaking up the last warmth of the afternoon sun.

  • Laura sits on the grassy lawn of the orchard in front of a wooden fence and stone wall, with several Lavender Pekin chickens pecking at the ground around her.

is there a space in your home that you especially love?

I absolutely love my bathroom, and in particular my bath. It is such a refuge and somewhere tucked away where very little can disturb me! I will always light a candle and squeeze in a few luxurious drops of bath oil. I try to take a book with me and leave devices out of this space to make it as peaceful as possible. I also adore my bedroom. Clean sheets spritzed with some Anemone scent are the perfect end to the day. I adore bedtime and feel that my bedroom is a complete haven.

what is the luxury in your life that feels entirely non-negotiable?

I think wearing cashmere is my little luxury that will never fail to feel like a treat. From putting a tiny shrug or cardi on a summer evening to snuggling with Patrick and Lily under a cosy blanket in front of a winter fire, cashmere is my secret treat for all seasons. We have even named one of our chickens ‘Cashmere’ as an ode to my love for this particular material.

  • A two-panel interior design photograph showing Laura's marble bath tub. The left panel features a white marble shower with a white vase of pink Anemones and Anemone Bath Oil.

what does a comfort meal look like for you?

Comfort food to me is either a deliciously filling cottage pie with petit pois (probably my favourite ever meal) or a Sunday roast. I love beef with Yorkshire pudding and lots of gravy over crispy roast potatoes. I remember having a roast on Sundays as a child before heading back to school that evening, and it was always such a treat. I still love them now, with friends and a delicious bottle of red wine.

which grove england product do you find yourself reaching for most often? 

Although I permanently have a candle lit and frequently give myself a little spritz of eau de parfum, I think I genuinely reach most often for my Anemone Hand Cream. I have one in my handbag at all times and have to say that my hands are now permanently soft and always smell delicious. I also have one by the bed and in the car. If I dash out of the door on the school run or to yoga without it, I really feel naked. It’s honestly the best, and my hands look so young and soft since I’ve been using it.

  • A side-by-side double print featuring a portrait of founder Laura Butler Madden in a light-colored dress on the left, and a scenic view of Grove Farm and garden beds on the right.

at this stage of your life, what daily habit or ritual feels most important? 

My evening routine has become very important to me and helps me get a restful night’s sleep. After a family dinner or movie night, or even a night out on the tiles, I run a bath, light a candle and read my book in the bath before heading to bed. Jumping into clean sheets is my particular favourite. And having a lovely, warm Maltese puppy curled up in a little ball next to me adds to the pleasure enormously.

is there a small sensory experience that never fails to move you? 

Walking in the woods is a wonderful sensory experience for me. I love listening to the birdsong, hearing the crack of twigs beneath my feet, breathing in the woody smells and watching the seasons go by. Every month is a special time to feast on the colours and scents of the woodland. A crisp, frosty February morning can be so beautiful and bracing as the snowdrops start to appear, while the bluebells and electric green of May bring utter joy. Most special for me is early spring, when the snowdrops are peeping through. It’s the start of spring, a time of hope and new beginnings, and the best.

 if someone could experience one ordinary moment from your life that feels quietly luxurious, what would it be? 

Heading out into the garden to collect homegrown flowers or vegetables we have grown is an ordinary moment that feels like an understated luxury to me. We get so much joy from growing, and Lily adores the process from planting to harvest. It always feels like a moment to be savoured. It’s not simply about being out in the garden, but also about the pleasure that it brings into the home.

  • GROVE England Scent Duo gift set arranged on a beige book, featuring a Snowdrop Hand Cream, a small vial of Snowdrop Eau de Parfum, and a large cream satin ribbon bow, photographed from above on a light marbled surface.

We hope you've enjoyed spending a little time in Laura's world. To discover more, follow her seasonal notes on life in the garden, the beauty of the English countryside and the everyday moments that inspire her on Laura's Substack, We think you'll find plenty to inspire you, too.​