Iona Mathieson is a successful entrepreneur and co-founder of Sage Flowers, a thriving floral design studio based in London. With a background in fashion and a passion for creativity, she transitioned into the world of floristry, quickly making a name for herself in the industry. Mathieson's innovative approach to floral design has garnered attention from major publications, including Vogue, which praised her and her business partner's flourishing enterprise.

In "The Art of Starting," Mathieson draws from her first-hand experience of building a creative business from the ground up. She offers practical advice and insights for aspiring entrepreneurs looking to turn their passion projects into successful ventures. Her expertise spans various aspects of business development, from initial concepts to day-to-day operations.

Mathieson's work has been recognized in fashion and design, featuring her floral creations in high-profile events and collaborations. Her unique perspective on blending creativity with entrepreneurship has made her a sought-after voice for those looking to navigate the challenges of starting and running a creative business.

When not working on her business or writing, Mathieson explores London's vibrant creative scene, drawing inspiration for her next innovative project.