The most common and most likely answer to this crossword clue is the 8 letter word DIANTHUS
I've seen this crossword clue in The Guardian
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More clues leading to the result DIANTHUS
Buddy explains!

The straight part
We know that "Sweet William, say" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case sweet william, say = dianthus.The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
What does DIANTHUS mean?
DIANTHUS noun- Any plant, such as carnations and pinks, of the genus Dianthus.