44 Pimlico Road makes its debut at Belgravia in Bloom For the duration of the 2019 Chelsea Flower Show, de Le Cuona's Pimlico Road store made its debut at Belgravia in Bloom, drawing inspiration from the language of the flora and fauna of South Africa where founder Bernie de Le Cuona grew up. Many of her fabric designs are rooted in the raw textures and natural colours of this beautiful landscape. The display showcased the floral species nurtured by sun and heat found in the Cape Floristic Region located near the southern tip of South Africa. The Protea (which represents change and hope), the National Flower of South Africa can be found here, as well as flora and fauna specific to South Africa from fine grasses to scrubby bushes, dense greenery to colourful flowers. From here came the inspiration for de Le Cuona’s magnificent floral installations in this year’s Belgravia in Bloom.