The Florist

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

Who says Chrysanthemums are boring ... certainly not us and certainly not Just Chrys ... the people behind these gorgeou...
25/07/2025

Who says Chrysanthemums are boring ... certainly not us and certainly not Just Chrys ... the people behind these gorgeous designs that prove Chrysanths are not only incredibly long lasting but perfect for every type of design work. Personally we're loving the cloud ... what say you!

It’s International Self-Care Day but let's be real, your business deserves a spa day too 🤣! Ditch the 'I'll just quickly...
24/07/2025

It’s International Self-Care Day but let's be real, your business deserves a spa day too 🤣! Ditch the 'I'll just quickly check my work WhatsApp' habit and put that bad boy on mute! 📵 While you're at it, give yourself a shorter day a couple of times a week – that last minute customer spending the minimum can wait, but your sanity can't 😂. Oh, and don't forget those monthly creative days where you really get to play with flowers and remember why you didn't become an office worker! 🤦‍♀️. Self-care isn't selfish, it's just a nice way of saying 'I'm not going crazy today, thank you very much' 🙏.



Last month we asked you what your biggest challenges were ... this month we're turning it around to ask you what your b...
21/07/2025

Last month we asked you what your biggest challenges were ... this month we're turning it around to ask you what your biggest OPPORTUNITIES are. Because however dreary things may seem there are ALWAYS opportunities ... some easier than others but always there. We've come up with 15 we've thought of but have you tried any or do you have other thoughts? Tell us and we'll merge it into our special August feature. Thank you x 🌺



She’s only gone and won! Good Florist Guide member Caroline Crabb of Cornwall in Bodmin, UK has taken the top title at ...
16/07/2025

She’s only gone and won! Good Florist Guide member Caroline Crabb of Cornwall in Bodmin, UK has taken the top title at the AIFD American Institute of Floral Designers Palm Springs Symposium 'Design of the Decades' competition with a fabulous design featuring her trademark style of exquisite placement and attention to detail.

The six finalists worked to the theme ‘The Future is Looking Rosy’ and with exactly the same materials to choose from. The only rule was the design had to feature at least six roses grown by competition sponsor Alexandra Farms and incorporate two items from a choice of Pink Aluminium wire, Hot Pink Zip Ties, Yarn covered wire and Hot Pink cellophane. There was no height restriction, but it couldn’t be wider than 30” or cascade over the table and they had just 45 minutes to assess, think, create and clear up their space!

Texting with Caroline as she got ready for the celebration dinner, she said “I am over the moon and thanks must go to my amazing cheer squad. AIFD has a special place in my heart and being part of Symposium is an amazing experience, not just with incredible presentations but the chance to meet so many wonderful florists. I was thrilled to win the heat, to take the top prize at such a prestigious event is the icing on the cake.”

We’re seeing lots of people worrying … some even saying they have imposter syndrome. We all feel like imposters* at some...
14/07/2025

We’re seeing lots of people worrying … some even saying they have imposter syndrome. We all feel like imposters* at some stage but keep your courage, trust and knowledge and you’ll be fine … channelling your inner Flamingo can help too!

** At its simplest imposter syndrome is doubting your own skills and successes, believing you are not as talented as other people or wanting everything to be perfect. Social media (not to mention Ai) makes it far worse as everything looks so darned wonderful. Trust us, underneath even the most glamorous, successful and slickest looking profile no one is perfect. For every dewy skinned, perfectly manicured, immaculately dressed beauty there are dirty buckets, wilting blooms, bills and a whole host of lumps, bumps and hiccoughs somewhere along the line! Just do your best and most of all be kind to yourself.

Good luck to Good Florist Guide member Caroline Crabb who owns Bodmin based Fleurtations Cornwall, and is currently over...
13/07/2025

Good luck to Good Florist Guide member Caroline Crabb who owns Bodmin based Fleurtations Cornwall, and is currently over in Palm Springs, USA competing at the AIFD American Institute of Floral Designers 2025 Symposium Designs of the Decades competition. Pictured just some of her gorgeous work including a stunning gown made from burlap! We're flying the Union Jack over here in Blighty!!

Oh that we were receiving this today! A gorgeous, meadow style bouquet from one of the fab Good Florist Guide members Fl...
08/07/2025

Oh that we were receiving this today! A gorgeous, meadow style bouquet from one of the fab Good Florist Guide members Flowerscene Aberdeen and created by the super talented Emma Mooney. A complete contrast to our all foliage find from last week but this is pure lushness in a bouquet!

Although it's not officially National Thank You Day anymore (they've flexed it into a 'do it when it works for you' affa...
07/07/2025

Although it's not officially National Thank You Day anymore (they've flexed it into a 'do it when it works for you' affair) it's the perfect day for us/me to say a HUGE Thank You to all our amazing followers. You have gladdened our/my heart with your support, engagement and interaction big time ... our/my reach just gets bigger and bigger every month and I/we just want to say how much we appreciate you! They say a flower speaks a thousand words ... imagine this as the biggest ever bouquet in the world! Caroline Marshall-Foster x



Good Florist Guide members are in for a treat tomorrow night when the lovely team from Queen Bee - Marketing for Florist...
07/07/2025

Good Florist Guide members are in for a treat tomorrow night when the lovely team from Queen Bee - Marketing for Florists take over the Zoom Room to show how email marketing can generate business whether you've 50 or 5000 names on the list. Add in some super relevant industry intel from the equally lovely people from Van der Plas Flowerexport and a chance to chat and share and it promises to be a fab night in! The link is in the GFG members page ... if you aren't a member maybe it's time to join!

If you've been one of the florists affected by flower delivery delays blame the Government. Because whilst (Fresh Prod...
04/07/2025

If you've been one of the florists affected by flower delivery delays blame the Government. Because whilst (Fresh Produce Consortium) have managed to secure a inspection/border control reprieve for the fruit and veg sectors, and come up with practical solutions to ease the processes, despite their best efforts flowers and plants are being left to wither under a regime of spiralling costs, pointless delays, and bureaucratic inertia. Exporters and Wholesalers have spent millions putting systems into place and paying fees. We have a 99.5% compliance rate based on the last 6 months figures and buyers have worked hard to build in extra delivery time. But it is still an unmitigated mess and needn't be like this. DEFRA and the Government should be ashamed or is it they need the money to pay for other messes. You can read the full story on our website (link in comments) - it isn't pretty reading. 😢

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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.