This is a fairly hardy versatile shrub which can be used as a stand-alone feature, or in groups, in mixed borders and shrubberies and as a decorative screening or hedging plant. It can thrive in any ordinary well-drained garden soil in a sunny position and seems to adapt to coastal situations although in colder areas the backdrop of a south facing wall is recommended. A common feature of the evergreen forms is a glossy, mid to deep-green foliage and generous flowering from summer to autumn. The flowers of E. 'Iveyi' are white.