It looks to me like Helichrysum italicum ("curry plant" I think it's English name is ?)
You cut it back in early spring/

Thanks, but I don't think it is.
It doesn't smell like curry, and the leaves (or whatever they're called!) are serrated on the sides, whereas the curry plant has smooth edges. But many thanks for replying!

It looks like the gray species of Santolina...aha! Found it! S. chamaecyparissus, or lavender cotton.

it is in pruning group 10. this is what the rhs says.
Evergreen shrubs (Pruning group 10)

Timing: Prune immediately after flowering where flowering is on the previous year's growth, or in the subsequent early to mid-spring if flowering is on the current year's growth.
Examples: Bouvardia, heather (Calluna), Erica, Helianthemum, Hyssopus, Lavandula, Ruta, Santolina, Thymus, gorse (Ulex).
Pruning: This group of evergreen shrubs flower on the previous year's growth in spring or early summer, or on the current year's growth in late summer and autumn. Remove shoots that have flowered to within 1.5-2.5cm (¾-1in) of the previous year's growth.
Exceptions: Certain deciduous shrubs such as Potentilla fruticosa and Ceratostigma willmotianum also fall within this pruning group.

Thank you all so much. Santolina chamaecyparissus It definitely is!

Sorry for the mistake, I used to have it and thought that's what it was. Now I know its real name :) I may try to get another one.