James Sinclair

About James

James Sinclair founded Petal Republic in 2019 as part of Blue Astoria Media Group Ltd, where he is a director. He holds an Executive MBA and has more than 20 years in media and publishing. Based in the UK, he is a houseplant enthusiast who loves nature.

He created the Petal Tested and Petal Score methodologies. Petal Tested tests national flower delivery services with paid orders, and the Petal Score rates local florists city by city from public evidence. He works with the team on planning and editorial direction, and on brand and commercial partnerships and audience development initiatives.

James reviews every editorial piece and signs it off with a date; nothing publishes or changes without that sign-off. He also reviews each tester's scorecard against the photographs and notes, works out value for money and the medians, and signs off each review. On the coupon pages, he checks the codes and carts. He does not receive the test orders himself; the named testers do, and he reviews their work.