The Florist

The Florist The Florist Trade Magazine has been the eyes, ears and voice for the flower industry since 1949.

This time last week the doors opened to British Florist Association organised Fleurex and delegates were not only treat...
11/10/2025

This time last week the doors opened to British Florist Association organised Fleurex and delegates were not only treated to some drop dead gorgeous floristry but discovered who the 2025 Champions were in the world of education, design and industry supply. You can read the full list over on our website using this link https://theflorist.co.uk/news-1/bfa-winners-announced-for-2025

We were saddened to read of the death of Carole Patilla, the renowned sustainable florist who not only co-chaired Flower...
09/10/2025

We were saddened to read of the death of Carole Patilla, the renowned sustainable florist who not only co-chaired Flowers From The Farm but was a driving force behind the Farewell Flowers initiative with her partner Gill Hodgson and helped create their Gold winning display at this year's Chelsea Flower Show. In her memory and to help the Pancreatic Cancer charity, Gill has organised a fundraiser raffle with the iconic Man and Dog featured on the stand the prize. For full details go the story on our website - link in comments.

08/10/2025

We have been working with Florverde Sustainable Flowers for over 25 years and have watched with delight as this Colombian accreditation scheme hasn't just developed but is now recognised as one of, if not THE best in the world and your promise that growers meet the very highest standards across the board. Caroline Marshall-Foster caught up with Daniela Espana during Proflora last week to find out more.

03/10/2025

We first saw this flower in field trials over five years ago and fell in love with it. Soft but strong, perfect for every type of design and an oh so pretty colour. It's journey from breeding to commercial production has taken a while but at Proflora we've discovered Marginpar have cracked it and are sending the first consignment of Matilda Ptilotus exaltatus into the Dutch auctions next week! Confess it gave us a bit of an eeek moment!

02/10/2025

Greetings from .co in Colombia, where we have already found oodles of fabulous flowers, foliages, and stories to share. Caroline Marshall-Foster has miked herself up to capture the wonderfulness.

This weekend I head off to Colombia for Proflora ... the biggest show in the Americas and absolutely heaving with flower...
26/09/2025

This weekend I head off to Colombia for Proflora ... the biggest show in the Americas and absolutely heaving with flowers, seminars and people from around the globe. Not only a chance to learn about the latest developments this pioneering country is making in terms of sustainable growing but launch pad for oodles of new varieties too ... last year I found blue chrysanthemums and spooky blooms ... zoom in for the spikes! Who knows what 2025 will produce! One thing's for sure ... it's going to be amazing and the camera will be in overdrive! Will I see you there? Caroline

By total contrast another Polish designer who makes our hearts sing when we see his work in our feeds. The amazing Mate...
25/09/2025

By total contrast another Polish designer who makes our hearts sing when we see his work in our feeds. The amazing Mateusz Wasak Florist whose bouquets are simply gorgeous. Oh that we lived in his delivery area!

16/09/2025

We are thrilled to be part of the fabulous Fleurs de Villes Downton Abbey event at Kew Gardens. Not only has our Editor Caroline Marshall-Foster been one of the judges but a team of Good Florist Guide members have created the stunning florals for Fleurs de Villes JARDIN presented by Mastercard - a beautiful presentation space inside the exhibition’s grand marquee where visitors can enjoy inspiring botanical talks and live demonstrations from expert florists.

Our team of designers, Emily Elvin of Persephone Violet in Malmesbury, Jake Nicholson-Lailey of in Glastonbury, Karen Massey of Fleurtatious in Dublin and project leader Stephanie Harris of The Rose Garden Florists in Great Dunmow used hundreds of flowers to create a living wall and four gigantic urns in true Downton lushness style!

Meanwhile another team of equally fabulous florists are transporting visitors into the world of Downton Abbey through an enchanting collection of Fleurs de Villes' famous fresh floral mannequins inspired by the unforgettable characters and iconic period fashion, including glamorous gowns featured in the final Downton Abbey film launched last Friday.

With so many amazing florists taking part, some fab dems and an awesome display of floral mannequins it is amazing AND you get to see the iconic Kew Gardens as well! It kicked off on Monday, runs till 1st October and is the perfect day out for every florist and flower lover. Tickets via the Kew Gardens website. Maybe see you there!
Fleurs de Villes Kew Gardens Focus Features Carnival FilmsTom Brown Wholesale Ltd

Fleurex, organised by the British Florist Association, is shaping up to be a goodie. Taking place on October 4/5 at the...
16/09/2025

Fleurex, organised by the British Florist Association, is shaping up to be a goodie. Taking place on October 4/5 at the East Midlands Conference Centre, based on the Nottingham University campus, it’s a day (or weekend) out that won’t just see a whole host of dems and workshops but the grand final of the 2025 Industry Awards and the Florist and Junior Florist of the Year Design competitions too! You can find all the details over on their website and book your tickets (just £40 for the two days if you are a member) but in the meantime we send huge congratulations to the finalists ... you are ALL champions in our eyes!

FLORISTRY STUDENT OF THE YEAR
This category is panel judged only.
Hannah Friel – Moreton Morrell College
Lilia Rider – The Floristry School, Sheffield
Megan Deakin – The Floristry School, Sheffield
Laura Blackett – Wigan & Leigh College

FLORISTRY TUTOR OF THE YEAR
Anne Marie Grant, CAFRE Greenmount Campus
Jane Benefield, Moreton Morrell College
Sherry Suet, College of Agriculture, Food and Rural Enterprise
Victoria Veasey, City of Bristol College
Shelley Jefferson, Capel Manor College

TRAINING PROVIDER OF THE YEAR
Doncaster College
Bicton College – Budleigh Salterton
CAFRE – Greenmount Campus
Askham Bryan College
Moreton Morrell

GROWER OF THE YEAR
Lower Norton Flower Farm – Hampshire
Irish Green Guys – Ireland

FLORISTRY SERVICE PROVIDER OF THE YEAR
Details Flowers Software
Direct2florist
Digital Florist
Strelitzia Software
Morgan-Douglas Nuth

SUNDRIES SUPPLIER OF THE YEAR
Floral Box
Floristry Market
OASIS® Floral Products

FLOWER SUPPLIER OF THE YEAR
Hoek
Van der Plas

LOCAL FLOWER WHOLESALER OF THE YEAR
Flowervision Lancashire
Flora North Ltd
Westflor

SUSTAINABILITY ADVOCATE OF THE YEAR
Denise Cross – Bicton College
Sarah Hughes – Wigan & Leigh College
Flowervision Lancashire
The Farewell Flowers Directory

WEDDING/EVENT FLORIST OF THE YEAR
Bud and Flower – Kirdford
Orchis Floral Design – Sheffield
The Lilypad Florist – Stroud
Lilys Flowers Ltd – Lightwater
The Blossom Room – Wigan

RETAIL FLORIST OF THE YEAR
Bluebell and Ivy, Ulverston – Cumbria
Chelsea Flowers of Wilmslow – Cheshire
Flowers by Karen, Kilmarnock – Ayrshire
Bluebells Lincoln Ltd – Lincolnshire
Beehive Florist – Chelmsford
The Rose Garden – Essex
BEAU-K Florist – Eastbourne
John R Thomas Florist Ltd – Church Stretton
The Flower Shop – Pontefract
Courts of Rayleigh Florist Ltd – Rayleigh

UK FLORIST OF THE YEAR FINALISTS
Katie Haslam
Abigail McGuire
Helen Pannitt
Laura Pannitt
Tina Pound
Victoria Veasey

NEWCOMER FLORIST OF THE YEAR FINALISTS
Lauren Atkinson
Abby Dewhurst
Macy McMeekin
Suzie McMullan
Victoria Upton
Anastasia Watson

To say Hanneke Frankema set new heights in design show presentation would be an understatement. Because her performance...
07/09/2025

To say Hanneke Frankema set new heights in design show presentation would be an understatement. Because her performance at the World Cup Floral Art 2025 wasn't just stunning but heartfelt and passionate too. The full story is over on our website (link in comments) but here's just a taste of a show that will surely go down in history as one of the very best.

Photos: Nico Alsemgeest Photography

Believe you are worth it! Earlier this week we came across a job ad for Freddies Flowers with a ball park salary of £40k...
06/09/2025

Believe you are worth it! Earlier this week we came across a job ad for Freddies Flowers with a ball park salary of £40k (that's minimum) and some great perks. But whilst it sounds a lot it really isn't - see our breakdown below** - and we reckon EVERY florist running a a business should be thinking that sort of salary. Because whilst it sounds a big old job ... and the spec is obviously written in HR style ... what FF is looking for is not a million miles from what any self respecting florist shop owner does every single day. So, next time you worry about putting your prices up or wonder if you are worth it, remember what others are earning and make sure you are aiming for it too.

** we are guestimating the min salary as ad doesn't say ... it could be more! But as one of our readers, Bernie Kalo, pointed out, £40k is only £769 a week, which on a 40hr week is just over 19.23 an hour or 33.33p per minute.

Link to the job ad in comments so you can see it for yourself.

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We have history!

We started life as a good old fashioned print magazine back in 1949 (yup over 70 years ago!) and have been the eyes and ears of the UK flower and plant world ever since. In 2013 we went fully digital which means we now reach even more people around the globe ... result! What has never changed is our unique experience, passion and knowledge base of the floricultural industry and saying it how it is! See our website www.theflorist.co.uk for all the latest news and comment.