The Florist

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

4.30 on Christmas Eve and hopefully everyone in flowerland is now firmly in their own Christmas zone albeit leaving a tr...
24/12/2025

4.30 on Christmas Eve and hopefully everyone in flowerland is now firmly in their own Christmas zone albeit leaving a trail of glitter and pine behind them! Not going to lie, this Christmas has been a bit of wild ride for many of you - hell 2025 has been a bit of a wild ride full stop! But having watched the whole industry 'pull it out of the bag' (or should that be stocking!) with amazing flowers, oh so gorgeous designs, extra-long hours and total professionalism, I have to say I am in awe of you in getting it over the line without losing your minds or killing someone! Together you’ve made a whole load of people very, very happy so kudos to all. Now it’s time to put your feet up and enjoy your own time. Have an amazing Christmas and see you the other side! Caroline Marshall-Foster x

In the final countdown, we are declaring today (and every day till the 25th) International Hug a Florist Day. We know th...
20/12/2025

In the final countdown, we are declaring today (and every day till the 25th) International Hug a Florist Day. We know this season has, and continues to be a slog, but we also know every grower, wholesaler, delivery driver and florist is doing their darndest to make it wonderful! Keep going ... the end is in sight … there is life after Christmas! Love and hugs to you all x

Ugly picture ... ugly subject! However, it would be wrong if we didn't face the fact that this time of year is a demon f...
16/12/2025

Ugly picture ... ugly subject! However, it would be wrong if we didn't face the fact that this time of year is a demon for the baddies.

Like the customer who places a large order and a couple of weeks later does a chargeback claiming non-delivery/not ordered even though they passed all the checks and you know it was done.

Or the scammer who sends you a threatening note about an unpaid bill and you're so busy you just press the link to pay only to find your computer is suddenly compromised.

Or the people who get into your social media accounts and suddenly you've lost the lot.

It's a ruddy nightmare but swipe right for four tips to keep you safe not sorry!

We loved a comment from Bella June Flowers a few weeks ago - ‘give service, not stock’. We’re going to be blunter and sa...
16/12/2025

We loved a comment from Bella June Flowers a few weeks ago - ‘give service, not stock’. We’re going to be blunter and say the only thing that should be stuffed at Christmas is food and you!

We know it's tempting to pop an extra stem here or there but that way madness lies. Because whether it's cost you 50p or £1.50 wholesale, multiply all the 'just one extra' stems together and suddenly that’s a lot of money you are giving away.

Design menus and sticking to the recipe/value is vital ... especially at peaks when it's easy to lose track.

So, before ordering really kicks off (trust us it is still very, very early!) make sure you have the content of every design listed and understood, be ready to duck and dive on substitutions which may cost less, and you could be pleasantly surprised by the profit margin on the 24th!

Not our prettiest post (it's tough to make Google My Business look stylish!) but some seriously boring yet essential tip...
16/12/2025

Not our prettiest post (it's tough to make Google My Business look stylish!) but some seriously boring yet essential tips you need to do now before all hell lets loose! Hope they help.

“Wow … I can get that cheaper in the supermarket!”. Apparently saying ‘jog on’ is not an acceptable answer but we know ...
13/12/2025

“Wow … I can get that cheaper in the supermarket!”. Apparently saying ‘jog on’ is not an acceptable answer but we know it is a ‘bite your tongue moment’ and guaranteed to make the blood boil.

Rise above it. At best, smile broadly, explain VERY BRIEFLY along the lines of “ahh, but remember everything here is unique, higher grade, handcrafted and bespoke” and then turn away or ask if there is anything else you can help them with.

Don’t get into that whole economy of scale/they buy lower grade etc etc (people don’t care or want to hear so wastes your time) and NEVER EVER APOLOGISE.

Your running costs are going up almost daily on everything. You need to eat too. If you’re offering something better and you’ve priced properly then you have nothing to feel bad about.

And bluntly, unless you won the Lotto recently, you were not put on this planet to make someone else’s dreams come true at your expense.

If you’ve any top tips or phrases you use, share them here and help a fellow business. In the meantime, keep being awesome!

'tis a bit risqué for us but saw this quote on social media and reckon it sums up Christmas for so many who are beaverin...
10/12/2025

'tis a bit risqué for us but saw this quote on social media and reckon it sums up Christmas for so many who are beavering away to make things wonderful for their customers whatever industry they are in! May your string be long and strong ... hang on in there! Happy Wednesday.

After 7 decades in the flower industry we know that for all parts of the industry Christmas is like running a daily mara...
08/12/2025

After 7 decades in the flower industry we know that for all parts of the industry Christmas is like running a daily marathon! Glitter and pine needles going where no glitter and pine should be, sore feet, backache, hands shredded and there never seem to be enough bows! In-between it all, florists will be dealing with all the other occasions - especially funerals which are even tougher at this time of year - and all the time keeping on top of costs (we know how ouch it is), marketing (don't forget the newsletters) and somewhere along the line taking time (we hope) to look after yourselves and get some rest. We are in awe of you all .. be it grower, importer, wholesaler, florist and of course all the amazing delivery drivers. 15 days to go ... everything to go for ... you can absolutely do this!

05/12/2025

For many independent retailers and hospitality providers Christmas will be make or break time. In a world of giants please support small, local businesses and help them keep their dreams alive and everything a little more special. Thank you so much x

05/12/2025

If you are fed up with pine and can't bear to touch another bit of fir why not add something completely different to your designs this Christmas! Grown by and sold under the brand, it's floaty, eye catching, long and comes in a gorgeous colour but it's not asparagus! Keep watching to find out why our Editor got a little bit excited at the Aalsmeer show last month!

How lovely is this. When Dacia wanted to promote their new Bigster model they went to Biggar in Scotland to find some e...
03/12/2025

How lovely is this. When Dacia wanted to promote their new Bigster model they went to Biggar in Scotland to find some equally big characters and found the lovely Lynne Murphy at The Secret Garden - Floral Designs by Lynn Murphy. Watch the vid to find out more!

This is Mary Portas giving a well deserved shout out to the team at https://www.instagram.com/thewyldingfloral/ team who...
29/11/2025

This is Mary Portas giving a well deserved shout out to the team at https://www.instagram.com/thewyldingfloral/ team who were beavering in the late night cold to decorate one of her Primrose Hill branch of her Marys Living & Giving charity shop in aid of the Save the Children UK fund. But we know there are hundreds of other florists around the world doing equally fabulous things for charity this Christmas so if you are one of them take a well earned bow ... you are fabulous! If you want to share your story feel free to let us know in the comments - assuming you have time and energy still!!

Address

Studio 3 The Wordhouse Lonsdale Road
London
SW139DA

Opening Hours

Monday 10:30am - 4pm
Tuesday 10:30am - 4pm
Wednesday 10:30am - 4pm
Thursday 10am - 4pm
Friday 10am - 4pm

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+442082371108

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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.