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Laura Leong and Charlotte Murrant Take RHS Chelsea Titles

Big congratulations to Laura Leong of The Flower Fairie, your 2015 RHS Chelsea Florist of the Year and Charlotte Murrant of Eden-Taunton Floral Design, the 2015 RHS Chelsea Young Florist of the Year and Best in Show!

Laura swept up her second title at this years Royal Horticultural Society Chelsea Flower Show held at the Royal Hospital Chelsea.

Here is Laura’s award winning tree.

Designers were asked to interpret the wonderful magic and fantasy of the Tulgey Woods of Alice in Wonderland. This awesome theme was chosen to celebrate the 150th anniversary of Alice and Wonderland, and we think Laura and all the other talented designers did a fantastic job this year paying an amazing tribute to a fantastic story.

Photo property of Laura Leong

and…

The utterly amazing tree created by your 2015 Best in Show and RHS Chelsea Young Florist of the Year Charlotte Murrant!

Picture Property of the British Floral Association

Some of our past floral.today featured designers also had a great showing at this years RHS Chelsea Flower Show.

Solomon Leong received a Gold Medal for his design this year. You can check his Floral.today article out HERE!

Also competition again this year was the ever lovely Amanda Coghill. You can get to know more about her in her Floral.today article HERE!

Again a big congratulations to all the designers that made it to the final stage this year and we look forward to all the excitement again next year. Make sure to check out the British Floral Association and the Royal Horticultural Society to learn more about how to get involved with them and also potentially compete in one of the worlds most recognized garden and floral design competitions.

Join us next week as we start Floral Education Month!

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May 22, 2015 by Garrett

Feature Designer, Floral Companies, Products

First Jewels|Joseph Massie

I’ve always had soft spot for Snowdrops, they’re unashamedly my favorite Spring blossom. Always blooming first, ahead of Crocus, Narcissi, Primroses and latent Hyacinth, and aside from possessing a personal significance to me, they’re at once humble and delicate, yet strong and bold.

Photo Property of Joseph Massie

This Spring I spent some time creating a selection of delicate floral jewels, fundamentally to portray an expression of the delicacy and sublimity of Spring. In early January, I purchased one hundred Snowdrop plants (Galanthus) and nurtured them carefully from shoots through to delicate blossoms, whilst working simultaneously on the delicate structures for the jewelry bases. In this art series, I’ve combined the Snowdrops with a collection of other early Spring finds – dried seed heads, grey grasses, cracked Lunaria seeds and a spent snail shell collide alongside fragmented elements of early Spring gems.

Photo Property of Joseph Massie

All the pieces lasted for just twenty four hours ~ a fragile, yet appropriate time frame for this project, and afterwards, the remaining Snowdrop plants were donated to local care homes.

Photo Property of Joseph Massie

Early Spring always feels so precious to me ~ something precious, something to be treasured. I hope that ‘First Jewels’ does this time justice.

April 13, 2015 by Guest Writer

Feature Designer, Floral Companies, Industry Events

Chapel Designers To Bloom In London

For the first time ever, the Chapel Designers and Holly Heider Chapple will be making their way to London, UK, April 13-15, 2015 for the London Chapel Designers C onference Cohosted by Nick Priestly.

Hands on Design Day at the New York City conference 2014 (Photo Property of Holly Heider Chapple)

Nick Priestly is the owner of Mood Flowers located in Glasgow, Scotland and the Cohost of this years London Chapel Designers Conference. Floral.today first met Nick at the 2013 Fusion Flowers Magazine summer school in Kippen, Scotland where we got to see Nicks passion for learning and floral education. We were more than excited when Nick reached out to us to tell us about this wonderful event. With Nick being so excited to co-host the London Chapel Designer s Conference, he was more than accommodating when helping us get to know this group and event a bit better.

Nick Priestley – London Chapel Designers Co-Host

Who are the Chapel Designers and how long has it been running?

Chapel Designers was established in 2011. Holly Heider Chapple asked other fellow florists through social media “Who wants to meet me in New York?”. Florists from all over the USA responded and the first Chapel Designers conference was born. New York will celebrate its fifth year this year.

How did you get involved with the Chapel Designers and specifically the London Chapel Designers Conference?

I connected with Holly through Amy McGee of Botanical Brouhaha about 18 months ago. Somewhere down the line I came up with this crazy plan that involved me flying halfway round the world to spend three days in New York with 60 (mainly US) florists I had never met before. It was an incredible three days. I have never felt so welcomed before. The key note speakers were inspirational, generous and uplifting. The experience made me rethink my relationship with flowers and the way I run my business. It was the best investment of time and money I have ever made. I approached Holly and asked her to bring her knowledge and more importantly her conference to Europe. We agreed to co-host the first European Chapel Designers conference in London in April this year.

Gathering of Chapel Designers on day one of the New York City conference 2014 (Photo Property of Holly Heider Chapple)

What are some of the benefits that you hope designers will take away from this experience?

At the London conference we hope to educate, inspire, motivate and provide ongoing support to wedding and event florists who may be working alone or be the sole owner of their business with a team of employees. Chapel Designers is a safe place where we can ask for help and guidance to elevate our businesses and grow ourselves as florists.

What can designers expect to learn or what is the main educational focus for the event?

We have brought together a group of amazing speakers and teachers for the London conference. Holly will bring some of her magic and help designers who attend learn how to create wedding flowers with the “hollyish” trademark.

Rona Wheeldon from Flowerona will conduct a social media workshop and the likes of Robbie Honey, Simon Lycett, Susanne Hatwood (The Blue Carrot), Jo Rodwell (Jo Flowers) and myself will conduct master classes and hands on design workshops.

In addition we will spend time at New Covent Garden Flower Market for a tour, presentations from some of the market’s most loved characters, as well as a workshop all about British flowers.

Bridal bouquet by Holly Heider Chapple (Photo Property of Holly Heider Chapple)

Is the event open to all designers or only select industry professionals?

The event is open to all floral designers and indeed anyone with an interest in wedding and event flowers e.g. wedding planners, freelancers or employees. However to become an official Chapel Designer you must have a floral design business, a web presence (active website and Facebook business page required) and be the principle of the floral design company.

Is the London Chapel Designers Event focused towards all educated levels of designers?

Yes, all the current Chapel Designers around the world are at different stages and sizes of their business.

What are you most excited for to happen at this year’s event?

I can’t wait to share the Chapel Designers experience with other UK and European designers. It is so exciting when a group of creative individuals come together. I am looking forward to seeing the work we will create together and the conversations we will have.

Holly Heider Chapple, founder of the Chapel Designers (Photo Property of Holly Heider Chapple)

What are some of the top achievements of Chapel Designers so far?

Chapel Designers in the US are leading the way in the industry. Four of the designers including Holly Heider Chapple have just been recognized by Martha Stewart as being the best floral designers in the country. Last year a group of Chapel Designers created all the wedding flowers for The Knot Dream Wedding.

As we build the group in the UK we hope that similar recognition and opportunities will come our way.

Where are the best places for interested designers to follow you and the Chapel Designers?

To sign up for the conference, go to:

Event Link

You can follow the activities of our founder at:

Holly Heider Chapple

The Chapel Designers have their own website, facebook page and Instagram account:

Chapel Designers Website

Chapel Designers Facebook

Chapel Designers Instagram

Wedding ceremony installation by Holly Heider Chapple (Photo Property of Holly Heider Chapple)

You can check out all the events and the group over all at www.chapeldesigners.com to see when Amazing opportunities such as this may be coming to your area.

Thank you to Nick and Chapel Designers for letting Floral.today and it’s viewers into a little bit of their world. Best of luck with this talent packed event and best wishes for a super successful conference.

Till Next Time,

February 27, 2015 by Garrett

Extra, Feature Designer, Floral Companies, Industry Events

New Year Floral Youtube Inspirations

What a week for starting off the new year with amazing inspiration! Check out some of these fantastic youtube videos filled with floral inspiration, education and great design goal makers.

Who couldn’t love all the amazing designs done at the 2015 Rose Bowl Parade? For those that didn’t have friends working on the floats, luckily you have J Schwanke of UBloom.com to take you on an up-close and personal tour of the Kit Cat’s American Grown float this year!

Some our favorite things we took away from the video.

– The amount of people willing to volunteer at an event such as this.

– The unwavering support that American companies can show to each other.

– The fantastic quality of California Grown products.

– Large-scale design doesn’t just have to be big ball arrangements or tons of product just thrown on top of each other en masse.

Who doesn’t get excited when they see the words Hitomi Gilliam along with Mechanics and Techniques? Hitomi has us follow along as on her journey of transparency with florals. We are learning a unique way of creating an armature with flow, depth and texture using a limited amount of product in an very high impacting way.

Our favorite parts!

– “Let it happen naturally” Being someone that doesn’t love the mass design or ball of flowers, this is will be on repeat in our heads when it comes to our designs now.

– Using flowers and not just willow or branches for the armature structure creates more interest and tests the limits of a flower’s ability.

– Proper proportions to create the illusion of designing in stones.

– Enhancing florals that have hardier blooms such as crespedia to create greater interest.

– Knowing proper elements and principles of designs to elevate your designs into something above the basic everyday design.

What a start for the 2015 Mayesh Design Star Beth O’Reilly! Nothing is better than a fresh take on a mass design and Beth gives the anything-but-interesting mass design a fun and intriguing upgrade with this 2-D floral framed sculpture.

What we learned the most.

– The importance of depth and texture, especially in a 2-D design.

– Some older mechanics such as chicken wire are still the best and you can’t go very far without good mechanics.

– Using high quality product is key to a successful design such as the Mayesh Awesome Blossoms.

– Don’t fear going to the hardware store and being inspired with new tools and hardgoods.

Welcoming, professional and challenging are all the things we enjoy with from Leanne Kesler AIFD and the Floral Design Institute Videos. We get invited to the Tropical Plant Industry Exhibition and learn to make a contemporary tropical floral design.

What we took away from the video!

– Schedule to attend the Tropical Plant Industry Exhibition next year for inspiration and even more floral exploration!

– Don’t be afraid to take a few cuttings from the plants in your shop.

– Using proper and professional design terms and names elevates your design and creates a higher valued design.

– Find value in your foliages and use them as more than a foam cover.

What has already inspired you in the new year? Make sure to share your thoughts with us about these videos and tell us what inspired you. Also make sure to go show all these designers your support and subscribe to their channels to be updated when they post more amazing videos. We here at Floral.today hope your year is starting off with a bang and you are working hard towards your floral resolutions!

Till next week,

January 9, 2015 by Garrett

Feature Designer

Yuko Takagi : Featured Designer

To create something that leaves the world sitting on the edge of their seats waiting for more is a gift! Floral.today is super excited to bring one of Japan’s top floral gems, Yuko Takagi of Quelle Blumen Atelier.

We are jealous of those lucky few that got a spot at the 2015 Fusion Flower Summer School and that will get the amazing opportunity of being tutored by Yuko and Floral.today wishes we could be there! To learn her attention to simplicity and beautiful detail in a world of ball arrangements and mass designs would be a great refresher to the design mind. When Yuko isn’t teaching floral education or giving presentations, she likes to cook, travel and one of Floral.today’s favorite’s fashion! She is true master of physical and visual texture in design and always keeping the design clean and simple.

Floral.today hopes you enjoy Yuko’s interview as one the industries sharpest eyes for textural detail and making mundane traditional into new age extraordinary.

Where did you first start your floral design career?

Y. I started in the study floristry at private floral school in Japan 27 years ago.

What are you looking forward to the most at the 2015 Fusion Flowers Summer School?

Y. I’m looking forward to meeting international people and conversing with them. I hope, they will like my designs…

Where do you think the floral education is strongest and where do you think it can be improved?

Y. Germany has the strongest in my opinion and Japan’s Ikebana culture could use some improvement. Sorry I don’t have images as examples.

When you do demonstrations or classes, what are your favorite things to teach?

Y. I like to teach using natural materials, showing the surface of flowers and materials, and color coordination/harmony.

Do you have a preferred design style or a favorite design technique?

Y. My style is simple and minimal. I want to show a quiet world through the of use one natural material with a minimum amount of flowers.

For example: Using rock sugar, 1 or 2 orchids and 1 leaf.

What inspires you and your floral designs?

Y. I find inspiration in fashion, architecture and trend!

Who have been some of your greatest mentors in your floral career so far?

Y. Kazumasa Kubo(Japan), Gabriele Wagner-Kubo(Japan/Germany), and Gregor Lersch

With our ever-changing industry, where do you see it changing and where do you see it heading in the next 10-15 years?

Y. Talking about only in Japan.

My teachers Kazumasa and Gabriele have been introducing great German floristry and the European floral world to Japan over the past 20 years. Mr. Gregor Lersch has come to Japan so many times also, he has taught many new technique and new designs to us.

This is the point of change for the industry.

Y. Then the next 10-15years …

Now a days almost all people use the internet, especially Facebook. We can exchange our designs and ideas so easily and quick our floral culture will be more with no border and no country so the floral design world can be more international. I really enjoy communicating with all flower lovers.

Our culture will be wider!

What are some of your favorite products to design with right now?

Y. Thin bark, Gauze, Agar Agar and Glass Grain

What have been some of your favorite event or moments to design for?

Y. Christmas/ Wedding

What is one of your floral career goals you hope to achieve within the next 5-10 years?

Y. I have a flower school, it runs over 15 years . I want to keep on going. I want to see and go to more other countries, to exchange floral culture with international friends andI really must brush up my poor English. (big problem)

Thank you to Yuko for taking the time for Floral.today and all our readers! We hope Yuko has a wonderful time at the 2015 Fusion Flower Summer School in Scotland and wish all the luck as she brings beauty and education to the floral industry. Make sure to follow Yuko on social media and keep your eye out for all the amazing things she is up to.

Till Next Time,

December 19, 2014 by Garrett

Feature Designer

Amanda Coghill : Featured Designer

This week we are bringing you one of the United Kingdom’s best kept secrets! Amanda Coghill is one of the wonderful people floral.today met when attending the Fusion Flowers Magazine Summer School in 2013 and she is one of the industry’s silent wonders. She has an amazing eye for detail, great use of color and a drive to explore what she can do with flowers. Amanda is the owner/designer of Amanda’s Creative Florist located in Wick, United Kingdom where you will find one of a kind designs expertly made. As someone that has worked with some of the very best designers in the world and competes on a international level, Amanda has been sculpted into one of the best designers that world has to offer. Enjoy getting to know this amazing woman and make sure to go check Amanda out on social media!

Where did you get your start in the industry and what have been some of the most instrumental experiences that have helped you with your successful career so far?

A. Although I used to compete in children’s classes at flower shows when I was young, I really started in the floral industry when I started as a Saturday girl in a small local flower shop at the age of 13. I worked there until I was 18, then attended a city and guild floristry course at Edinburgh Telford College. I spent a couple of years there working, before returning to my home town of Wick to start up my own business. I worked hard as all new businesses do.

A. I had followed Fusion Flowers Magazine on facebook as well as subscription and be-friended Editor, Alison Bradley. Each year fusion flowers has a photoshoot for their magazine and their wedding magazine. In 2010 disaster struck as an erupted volcano in Iceland prevented many designers from attending as air transport stood to a halt. With seeing the problems unfold on the Fusion Flowers facebook page I offered to drive down and offer my help, as little as I had. That weekend was the turning point in my floral career. My eyes were opened to a whole new world of design, flower material and what turns out to be life long friends! It was Alison Bradley and team Fusion Flowers that gave me the belief that I could further fulfill my ambitions and push my abilities to what they can aspire to.

Amanda Coghill - Fusion Flowers International Designer of the Year

Fusion Flowers International Designer of the Year 2013 – Bronze Award

Of all your achievements to date what are some of the most memorable?

A. As well as having the extreme pleasure of working with Fusion Flowers on several occasions and having designs published within the magazine and the Weddings magazines. Having designs published beside world class designers is an amazing feeling. I have other career “highs”. In late 2010 I qualified for the RHS Chelsea F lower Show. I then competed the following May and was awarded with an RHS Chelsea silver medal. I returned again in 2013 and was rewarded with another RHS Chelsea silver medal. As well as Chelsea, I have entered all of the Fusion Flowers International designer of the year competitions and to date have received three bronze awards as well as a silver. These are special to me as several pieces have been judged by top designers who I very much admire within the industry. Having them just see my work was an honor, but to have them actually award my work put me on cloud nine!

What advice do you have for designers looking to start competing?

A. There are two things that I have learnt through competition and that I would advice to anyone looking to compete.
One always be true to yourself. We all have our own style, individual quirks. Don’t copy someone else’s design. Yes be inspired, look at what they do, but make it your own, don’t copy it petal for petal. Where’s the innovation, the reward and satisfaction in that? Nothing new will ever be created if no one pushes the boundaries and explores new ideas. Two always listen to your peers, wether its the judges giving feedback on your ( How will you know how to fix what went wrong if you wont let them tell you?), or other designers offering advice ( many have been in your shoes, made the mistakes and have listened to their critique ) listen to them. They want you to learn and are always willing to help. Some of the best advice I’ve had has come from other designers and their competitive careers.

Amanda Coghill 2013 RHS Chelsea Flower Show

2013 RHS Chelsea Flower Show – Silver Award

What are some interesting projects your working on right now?

A. At the moment I am just finishing off some designs for the latest Fusion Flowers International Designer of the year Competition. After the Christmas rush I will be starting to look forward to competing at RHS Chelsea 2015. Although we don’t find out until March what we have to create, I am always looking out for idea’s, techniques and inspiration that could be used when the time comes.

What inspires you and your designs?

A. The world is full of inspiration if you let it inspire you. I like to be quirky, different and inventive when designing so there are many different things that inspire me. Looking around craft shops, shop window displays and just good old mother nature. Sometimes you can be out on just another evening walk when you see the more gorgeous shaded leaves, or the sunset that night has the most spectacular colors, as long as I’ve my eyes open I will find inspiration in the most taken for granted things in life.

2013 RHS Chelsea Flower Show – Silver Award

Do you have a philosophy when it comes to designing?

A. My philosophy when designing is to be true to myself. As i’ve mentioned I like to be quirky and different. I don’t want to copy someone else’s designs. I want someone too look at something and know it was mine. A bit like Picasso I guess, you can look at most of his art know it was him who created it. I recently did a competition where I had to create a floral cake. I had an idea straight away that I wanted to use. I hummed and hawed about it, but then decided that “this is me”. This is how I work and what I do, so I went with my heart and would you know, it was the right decision and I won my group. If I’d have gone for something else I am sure I wouldn’t have placed. I was true to myself and my style and it achieved what I desired.

With our ever-changing industry, where do you see it changing and where do you see it heading in the next 10-15 years?

A. In my 14 years as a florist in the industry, I feel that the personal experience from selecting and buying flowers has been lost. Relay companies, order gatherers, supermarkets and forecourt garages are, in my opinion to blame. Nothing beats walking in to a flower shop, being hit by the fragrance, the color and the possibilities of mixing and matching. Throwing a bunch in your shopping trolley, physical or online doesn’t give you the potential to create “WOW”.
A. Online shopping is here to stay. We live in a busy world, in a world of technology. We can’t get away from that. Why should be though? We should be embracing it. Florists/designers need to make an online appearance and be more dominant in the cyber world. Have lots of their own work online, have an e-commerce site to let the customers choose. If we cant show them what we can do then how do they know that they can choose it? There will still be a customer who wants to smell the flowers in a shop, we will never lose that, we just need to grow with the rest of the world too. I myself am in the process of creating a new website. It’s taking forever because I want to be sure that what I show and portray on my website is what my clients want to see and make it easy for them to use. I want them to feel that they are walking in to a flower shop whilst they are sitting on their computer.

2013 RHS Chelsea Flower Show – Silver Award

What are some of your favorite fresh products to work with?

A. Ohhh this is always the hardest question for me to answer. Favorite fresh products to use. You know, I can never pick. I love working with products that are new to me. Wether its exotic flowers, new varieties or just a flower, foliage or material that I haven’t been lucky enough to use before. I have a list of favorite flowers, but i’d fill the whole page listing them all, and people would probably be surprised that it includes flowers like carnations, chrysanthemums, GYP! Everyday flowers that are taken for granted and classed as old fashion. In my opinion, they’re only old fashioned if you don’t know how to jazz them up!

Fusion Flowers International Design of the Year 2013 – Silver Award

If given the chance to work with any designer in the world who would you work with and what would you do?

A. I have been soo lucky since 2010, I have worked with some of the most amazing names in the industry Björn Kroner-Salié, Baudouin Roelants, Pirjo Koppi, Laura Leong, Wendy Andrade NDSF, AIFD, CFD, FBFA, John Hosek AIFD, CFD, PFCI, CAFA, MCF, Jodi Duncan AIFD, CFD and soo many more. One lady I have worked with already and would absolutely love to work with her on one of her wedding shows is Annette Von Einem. I have assisted her at a couple of photoshoots already, but I absolutely adore her wedding work. Evening getting to sweep the floor at one of her shows would be like a dream come true!

As we believe that your are the only person that can control what happens to your past, present and future we commend Amanda on her path as she discovers past the limits of floral design and look forward to her rich future in this industry. Floral.today also wants to wish Amanda good luck in her coming competitions and we look forward to the finished designs! Make sure to check out all of Amanda’s work and what she’s up to in the industry as a competitor and designer.

Thanks again to Amanda and until next time,

November 25, 2014 by Garrett

Extra, Feature Designer, Floral Companies

A Logo’s Strength

As one of the very first things a consumer or industry colleague sees when looking at your social media, business materials and even in some cases your company sign, your logo is one of the most important first impressions that could set the mood for the future you may have with said consumer and industry colleagues.

Font, color and over all style are major impactors on what the world sees your company as. Are you a high style boutique, a couture events company, a simple country shop, or even a modern freelancer? Make sure your logo is made to sell to whom your consumer is or who you are looking to target yourself towards.

We have gathered a few logos that we here at Floral.today like in the floral industry and they are as different as the businesses they belong to. From small town to big city these three logo’s show good color use, impacting fonts and are used to create interest and a strong symbol of their business.

Enjoy and make to share with us and these companies what you think is important in a logo and why.

Tracy Park
Park Place Designs
Battle Creek, Michigan
affordableelegancefloral.com


Great use of a analogous color harmony of pinks and peaches. Creating the framing around the business name with the antlers makes it important without needing any type of special font. Simple clean and though it has soft colors, this is very in your face and attention grabbing. What do you think of Tracy's logo?

Becky Klein AIFD
Poppy Design Studio
Columbia, Illinois
poppiesdesignstudio.com

What we enjoy about Becky's logo and branding as a whole is that she embodies the poppy to a beautiful extreme. We enjoy how the logo has the antique poppy in the corner just there enough to notice for interest and to reinforce the name. The use of the rougher calligraphy against the less unique font and the lowercase verses capital letters creates an importance to both places while giving us a nice cohesion to the name of the business. Unlike above, the simple touches of color gives you some interest but doesn't have any real importance other than aesthetics. Wonderful logo combining old world poppies with unique fonts, what do you think of this logo?

Mandy Majerik AIFD, PFCI
Hothouse Design Studio
Birmingham, Alabama
www.hothousedesignstudio.com

All Black and all one font getting straight to the point and we enjoy this logo for it. We think the capital 'h' exudes power and gets your attention and makes you want to read what comes after it. Though this logo seems very simple, we here at floral.today thinks it's daring and shows Mandy has a confidence in herself, her team and her product. This logo shows us that you don't need any colors or fonts screaming for attention if you have a well chosen simple font and create a focal to grasp that attention. Bravo to Mandy for such a simple but strong logo, what do you think of the black and white look?

Thank you to all three of these wonderful ladies as it takes guts to give a thing so important to you and your business up to the industry to judge, be inspired by and draw inspiration from. Make sure to go follow them on social media to show your support to your fellow floral designers. Share with us your thoughts on logos and also share with us your logos.

Till Monday,

November 21, 2014 by Garrett

Feature Designer

Hitomi Gilliam AIFD : Featured Designer

To the industry, Hitomi Gilliam AIFD is inspirational, an innovator and mentor to a significant number of people. Through her strive to push designers and the industry to their limits, Hitomi has set the bar of what many designers hope to be and what they will have to be for a strong future for the floral industry. Hitomi is the owner of DESIGN358 where the company started out as an event-oriented company and evolved into a leader in floral education. Other than the workshops and industry educational programs that DESIGN358 provides, it also has developed the European Master Certification program (EMC).

Surprising to us all, Hitomi even has some hobbies and interests when not jet setting all over the world and here is what she had to say on that particular topic.

“What???, when I have time which is almost never I love reading autobiographies or biographies of my favorite artists, architects, fashion designer, anything related to my profession. Loving Colin’s (that’s my son) dog, Swarley, we are obsessed with the wellness since he got seriously ill with encephalitis. In my household, in order of importunities, the dog, my son then myself and work. Lastly I enjoy down time watching some sort of sporting event, golf, hockey, etc… Takes my mind completely away from work. I love sports! You will be surprised how much I know about gold stats, for instance.”

Where did you get your start in the industry?

H.) I started in the greenhouse business. I worked for a greenhouse in propagation. Then moved to a job at the nursery working in propagation. Then started a small growing operation at home – bedding plants, hanging baskets along with eggs and produce like good Hippies did living out in the country in the 70’s. Built a small greenhouse operation – on purchased acreage – built all buildings ourselves (my ex and I). Opened a Plant Shop in 1977, turned into a Flower Shop in the following 2 years.

How instrumental were your first floral experiences to the many years of your success so far?

H.) My first memorable floral design experience was taking a short lesson from a retired florist neighbor – they showed me how to do wedding bouquets, corsages and boutonnieres. Customers had been asking me to do weddings… my friends told me to take on a small one – they told me that they can show me how to design wedding flowers. I was hooked!!! Learning new ideas and techniques was so very exciting to me. Making things, I knew, had to be part of my career. Just growing flowers and plants just was not enough… I needed creativity on a daily basis in my career!!

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What are some of the struggles that you have had to face on your road to success and becoming world renowned for floral education and design?

H.) The struggles for me has always been financial. I have a tendency to give away too much, whether it be flowers, time, energy…. I think when creativity is what drives you… it is so easy to want to do everything, new projects, new concepts, etc. without balancing out on the financial side. I wanted to do some projects so bad that I have fallen into the trap of personally financing them just for the sake of doing it for my own satisfaction. Too much passion at the expense of poor business is often the reason why flower shops suffer. Financial accountability must be your #1 concern. It is very easy to lose sight of your own financial wellness. I don’t regret anything that I have ever done in the business of flowers, I always wanted to live my life with ‘No Regrets’. It’s a good thing that I learned the importance of the business side – marketing, profitability, etc. in the latter half of my career – one cannot be successful until you understand the two sides of our creative career. Ultimate success depends upon it

Of all your achievements to date what are some of the most memorable or exciting?

H.) 1) My first AIFD program, the year after I was inducted in 1987 ‘Jewels of the North’ – first time on AIFD stage was truly memorable, very scary.

2) Winning the Great American Floral Competition Finals at AFS Convention in Las Vegas – the biggest floral convention of our time – 4000 in attendance.

3) Publishing the first book with my co-author, John Haines AIFD, EARTH MAN SPIRIT – it is still by far, my most favorite book.

4) Being honored with AIFD ‘Design Influence’ award

5) Winning the ‘Best of Show’ Gold Award for my design entry in the international floral professional category at the Singapore Garden Festival.

Give us a quick rundown of the European Master Certification program and some of the advantages for a designer’s future.

H.) EMC is the most comprehensive European design education possible without taking weeks/months to actually go to Europe to a full-time school. Tomas De Bruyne and I have collaborated to formulate this stream of accelerated study to enable those who are looking to add European Design to their repertoire by scheduling it in a way that is doable for everyone. The study is split into 3 parts over one year period. EMC Part I FOUNDATION is staged in various locations – workshop comes to you so that travel is not outside of the country. This segment is fundamental theories and techniques – the basis for European study. EMC Part II SELF PRACTICUM allows for practicing everything learned in Part I, to absorb it, to internalize it. Through scheduled assignments to turn in – designs to post on EMC Facebook page for assessment, keeps the learning continuous, but in the comfort of your own work space – to keep the cost down on the practice portion of this curriculum. Nomenclature study is also a big part of Part II. We feel that unless you keep up on your learning by practicing on daily basis, you can lose it. EMC Part III ADVANCED is the finale to this program – staged in Bruges, Belgium, one year later from the start of the program. We feel that this allows the study material to be completely absorbed by the students, knowledge of nomenclature – internalized, the techniques – well practiced, theories – total understanding, this we feel is the best feature of EMC. After completing 5 days of Part III, on the 6^th day – a full day of oral, practical and written examination is administered to test the knowledge and skills. EMC certificate is presented to those who pass every phase of the exam with required scores. Sorry, that’s as quick an explanation as I can come up with.

Do you have a philosophy when it comes to designing?

H.) My philosophy to designing parallels Eastern studies – Ikebana thinking. Nature is supreme!! All inspirations one way or other is nature-oriented. Nature is Truth. Man makes up all the Rules…which by the way may not always be TRUE. Right and Wrong is a man’s concept – a very subjective judgement. I prefer to live by the Law of Nature – it is always TRUE. I base all my designing on concepts which occur in nature. Even if I am presenting a concept which is contrary to nature… it is based on ‘what is’, and ‘what is not’ by nature. I have devised a system that is called 3 Layer method which applies to all designs, not just floral, but applies to everything. It is based on the 3 components of Ikebana – Heaven, Man, Earth – our world is based upon it – these fill the world, the universe… Likewise, because we create a little microcosm of the world within our design, it must have the similar representation of the same. This makes the design more truthful to nature. My Japanese background allows me to see the world, natural world in a very wholistic way – approaching composition from various perspectives instead of a singular spot and point of view in time.

How important do you find setting goals and what are some of the goals you are working towards right now?

H.) Setting goals is important to fulfilling your life’s purpose. However small or big the goal is, it guides you to attaining that new level. Without goals, one can wander and squander a lot of precious time in the scheme of life. It feels good to reach certain pinnacles in your life – these are the things of personal satisfaction, accomplishments and builds confidence and self-esteem to reach new heights. It perpetuates ‘wellness’. I have always set short term goals – breaking down the steps to the big goal. And my bigger goal has always followed a 10 year scheme. The current 10 year goal is to strengthen the creative, educated, brilliant talents and reputation of ‘FLORAL PROFESSIONALS’. To empower the high-end floristry, to separate this layer from the lower feeders – to bring the level of expertise and skills of this profession, to be respected and be reckoned with. To push for higher pay for talented and skilled designers. That the consumers will see that difference when dealing with floral professionals. Working on steps to get there… Want to preserve the profession that I have chose for the lifetime.

What advice would you give to those looking to start taking steps toward teaching industry classes and industry speaking?

H.) To join the community of educators, to stay in touch with all others pursuing this profession. Continually upgrading your knowledge. You can teach only if you are continually learning – otherwise, it’s a dead-end street – you are not contributing to the ever-changing world of design. I would personally love to put together a fellowship of serious educators, seasoned and new and upcoming. The group will not see any age divisions on methods of teaching – all open forum on teaching and presenting for the wellness of the industry. To take the ‘SELF’ out of teaching and speaking, for the benefit of ‘ALL’ who want to learn to elevate the profession.

Are there any exciting projects or shows we should be looking forward to for the rest of the year and in 2015?

H.) EMC 2015/16 cycle begins with 1 day Orientation classes around the country in 2015. The actual EMC PART I launches in October/November in North America – in San Francisco at the City College of SF (West Coast), and Norwalk, CT (East Coast) . If interested, go to www.emcprogram.com

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With our ever-changing industry, where do you see it changing and where do you see it heading in the next 10-15 years?

H.) I see the floral industry split into a more defined Low End and High End. The smart, skilled and talented will push themselves up to cater to the High End and will have extremely successful business. For all those who do not move up into that layer, their business will be a super grind, competitive pricing, volume-oriented business where rewards for quantity vs. quality design and style skillfully created. This layer with thin out for florists as they continue to battle it out with the box stores and ever growing DIY sector. More focus on events and wedding work will help increase the high end business. I expect the new generation of floral professionals will lean more to the Event Business – there’s money to be made there if Creativity is kept in balance with Good Business.

Where do you find your inspiration?

H.) The eyes which pick up inspirations – must be open. Open eyes, open mind… is the mantra behind how much inspirations cross your paths. Inspirations are everywhere, available every minute of the day if you are open to it. My greatest inspiration comes from Nature, no doubt. But my secondary inspiration comes from modern art – paintings, sculptures, textile, …. My current influences of the last 5-10 years have come from Architecture (structure/construction) and Fashion (decorative form/texture/colors).

Who are a few of the people that have helped inspire you or guide you along your career?

H.) My earliest inspiration whom I followed diligently was Cort Schwanebeck – his work exemplified clarity, pure!!! I love that word ‘PURE’ it describes on the mark emotion!!! I was wowed by the collection of designers who competed in the World Cup in Detroit back in the mid 80’s. My first time seeing the scope of floral design on the international level – it changed my world!!! Klaus Wagener won the competition. Daniel Ost was close behind…. can you imagine that!!! I was lucky to connect with the ‘VISION’ of these incredible talents when I was just starting out. I competed with John Haines AIFD – a man and a talent I admire and truly relate to. We worked together for many years – sharing thoughts, opinions, visions…. such a valuable time in my career!! I am grateful to have a very similar working relationship with Tomas De Bruyne currently – a brilliant man who pushes his boundary on the daily basis creatively, but has his sight always in balance with business. I can learn a lot more from this man. I love Gregor Lersch and his powerful curriculum of passion and hard work. I love Per Benjamin for his brilliant color works, masterful and energetic – his teaching skills are amazing, highly organized and structured masterfully. I think what has helped me grow even more than just within the industry – to stay more holistic in approach to my own course of study is: My constant search for parallel arts. Architecture – study of structure/construction is so valuable in armature work and pure mechanics. I have thoroughly studied the works of Frank Gehry and Santiago Calatrava for instance. I have been a huge fan of Georgia O’Keeffe all my life – have been on an annual pilgrimage to her New Mexico Museum for the last 30+ years. Her study of nature is the Ultimate Truth!! I have drawn much inspiration from Fashion – Vivian Westwood and Alexander McQueen has been thoroughly studied and their influences. No lack of inspirations, don’t you think??

What are a few of your favorite fresh and hardgoods to work with right now?

H.) GLORIOSA LILIES – just want to be a gloriosa when I grow up!! Ever so vibrant, sassy, free-spirited, not afraid of who she is… Other materials have inspired me – so many to list, but Gloriosa has stuck with me with its inspiration for 15+ years. I have been designing with Gloriosas that long… As far as hardgoods…. Of course, I have made a study of what to do with Midollino, this experiment spanning over 5 years. I love Flat Cane and Flat Wire. I am going through a revival with Lucite, Extruded Acrylic for Transparent Designs!!

Hitomi and Garrett 2010

If you could meet any person in history, whom would you meet and what would you discuss?

H.) I would like to sit down with Isamu Noguchi, the Japanese-American sculptor/artist/land artist. I am so intrigued with many artists from that era, including Georgia O’Keeffe, Constantin Brancusi, etc. Noguchi apprenticed under Brancusi in his early days. Because of his mixed heritage, he was often confused with his identity – and travelled a lot, searching… to find himself. His best sculpture clearly shows his mixed heritage – showing the raw stone/ what it was before it became sculpted. The raw stone exposed tells the real story of the process – which ultimately is the art, not the final finish. Gehry also felt that way about the process – as art. I believe in this as well. Actually I would like to be in a round table discussion with all my heros – Noguchi, O’Keeffe and Gehry. I have a list of questions a mile long about their vision and their purpose, and what the result should evoke.

Floral.today wants to thank Hitomi from the bottoms of our hearts for taking the time to share some insight into her mind and life. As a shining light of education, creativity and innovation for the floral industry, we always look forward to what Hitomi is going to do next. As one of the most trend setting designers in the industry, Hitomi has evolved many products in the industry but the most recent product to evolve design would have to be her work with midollino and her midollino spiral. Make sure to catch our #FloralFriday article on Hitomi’s technical video on how to make the spiral and our attempt at making the ever popular midollino spiral.

See you all on friday,

October 27, 2014 by Garrett

Extra, Feature Designer

Joseph Massie | Inspiring Collections

As promised from Monday’s Joseph Massie interview, here are more photos of the beautiful Joseph Massie creations you already got a small taste of.

Enjoy the magic of all of Joe’s beautiful designs and make sure to tell us and Joe what your favorites are.

Living With Flowers | Atlanta Antique and Lifestyle Show Installment | 2014

Twelve Roses | Installation | 2014

Fresh Flowers X Ice | 2014

Coming Home | Singapore Garden Festival 2014

United By Design | Group Collaboration | The Chapel Designers 2014

Floral Live | Touchwood Couture Installment | 2014

As one of our favorite international designers, Floral.today always enjoys to see what Joe is up to in the world and fun projects he’s working on. We wish Joe all the luck in the world on his ventures with the UK School of Floristry and all the wonderful things the floral industry has to look forward to with the school. The UK School of Floristry will be relaunching October 1st, 2014 so get ready to see all that the school is going to be offering. Again thank you Joe for taking the time for an interview and sharing all these beautiful designs with us and all our followers. Check out the Joseph Massie, Joseph Massie Flowers and The UK School of Floristry by clicking on their names and show your support to one of the brightest stars of our floral industry.

Till Next Time,

September 10, 2014 by Garrett

Feature Designer

Inspiring, Achieving and Dreaming

To be the very best you have to be a strong dreamer, achiever and industry inspiration and the wonderful Joseph Massie embodies everything that the floral industry is and should always hope to be. As one of the best designers the world has produced you can always count on being amazed by the execution, design and humility that Joe has to offer to the floral industry.

Joe is a triple threat owner of Joseph Massie, Joseph Massie Flowers & The UK School of Floristry where he serves you education, demonstrations, cutting edge designs and industry awareness throughout his three businesses at the young age of 26 years old. Joseph Massie is where Joe works as himself sharing his art of speaking, writing and photography and is the base of where the businesses bloom from. Joseph Massie Flowers is Joe’s floral studio where you find the very best special events, couture weddings and one of a kind corporate flowers. Joe told us “The core aesthetics of Joseph Massie Flowers most definitely find their roots within my artwork.” and from the amazing designs you can find on the Joseph Massie Flowers page we would agree. The UK School of Floristry has to be one of the most exciting announcements to be coming from camp Massie of late. As one of the UK’s leading private floral educators the industry is super excited for it’s relaunch coming October 1st, 2014. Watch for all the excitement across all the Joseph social media pages to stay in the loop.

When joe isn’t rocking our floral world you can find him taking time for friends and family, meditating to keep himself grounded and running to keep his body mind and body healthy. With all his crazy schedule and jetting around the world, Floral.today is more than happy that Joe was able to find time for us and all our viewers.

Where did you get your start in the industry and what have been some of the most instrumental experiences that have helped you with your successful career so far?

J. I started my career aged thirteen, when I applied for a weekend job on the local flower stall, in my hometown of Liverpool, UK. I was one of those self-initiated teenagers who really wanted quote/unquote independence and to earn my own money … so off I went around all the shops in my hometown, asking for a job. Every single place said no, everywhere said I was too young, and the last place I tried, the last stall on the way back home, was the local florist. For some reason, she agreed, and the week after I began scrubbing buckets for £2.50 an hour, for six hours, every Saturday. The rest is ancient history.

J. I’ve been very lucky to have a rewarding and in my own humble opinion, a relatively big career for someone my age, but I guess I’ve never been afraid of putting myself out there, of giving things a try. Without a doubt, in my earlier career especially, it was taking part in competitions, and winning competitions that really helped me take steps forward. I’ve never said this publicly before, but when I was fifteen, sixteen, seventeen, I remember reading about all these girls in the industry press, winning competitions, winning medals … but after a year or so, you’d never hear their names again. It used to boggle my mind. It was like someone would be hot property for a year, and then you’d never hear from them ever again. And the one thing I knew very early on was that I wanted longevity in my career, I wanted to really contribute and give as much as I was capable of, so I figured that to get noticed, to make a name for myself, I wouldn’t have to just win a floral design competition or two, I’d have a win, and win, and win again. And so that’s what I set about doing. Since I started competing aged 16, I’ve won seventeen national competitions outright, and finished with a top three placement internationally three times.

J. I think it’s about consistency ~ consistency is the key. Anyone can win something once, anyone can be ‘hot’ for a year ~ but to last, to still be relevant in five years, ten years, to still be booking work, to be booking commissions ~ I think that takes a different kind of determination. That’s what I’m striving for.

What are some of the struggles and rewards of being a young business owner and international demonstrator?

J. Thats a really interesting question! I was asked just the other day by someone who I hadn’t seen in a while, you know, I was at a show or something, and this person was asking me how I was doing, how things were going etc. And it was only at that moment that I realized just how good things are right now. I love my life. Frankly, I couldn’t love it anymore. I’m creating art, putting meaning into the world. I’m creating good design, providing a service. I’m teaching, and we’re giving back. Life is good.

J. Sure, there are challenges, and not every single day is a walk in the park ~ I’m a business owner and we live in a world of tax returns, and 24 hour negative news broadcasts, flat tires and all the other fun things ~ we face challenges like anyone else ~ but personally, I’m in a really good place.

J. I have the freedom and the opportunities to pursue the projects that feed my soul, and we have a profitable multifaceted business that both provides a useful service and contributes whilst doing so. I’m in a very good place.

Of all your achievements to date what are some of the most memorable?

J. The most memorable moments have been the ones that meant the most. For sure, taking the Bronze Medal at WorldSkills Calgary in 2009 ~ when I look at that medal on my wall it reminds me of all the hard work and dedication it took to get it ~ it’s a great reminder of the rewards of perseverance. My first Gold Medal and Best in Show at RHS Chelsea was such a monumental moment for me, and I’ll never forget the feeling of absolute shock and amazement. The idea of actually winning was so beyond my comprehension, it makes it so sweet. And, actually … I’d have to say my installation, ‘Coming Home’ at the Singapore Garden Festival this year. We were awarded a Bronze Medal by the judging panel, but we approached the installation truly, honestly without the medals in mind. I wanted to create an art installation with meaning and purpose, and judging from the response we got on social media, and the letters I’ve received, we certainly achieved that. Every time I look at the pictures of that installation, I just grin. I’m very proud of that piece of work.

Are there any exciting projects or shows we should be looking forward to for the rest of 2014 and coming 2015?

J. This year has been amazing ~ I’ve been lucky enough to work on projects throughout the UK, the United States, China (twice!),

Singapore, Holland and in a few weeks I’ll be creating an installation at FleurAmour in Belgium.

J. Plus, we’ve only this week we launched Joseph Massie Flowers (www.josephmassieflowers.com), our floral design studio, with a focus on weddings, events and corporate flowers. It’s a really exciting development for us, as for the past eighteen months, we’ve been continually approached, at first by friends, an later by brides and local businesses to supply flowers for weddings and events etc. What has started off small already has a good little client base, so I’m excited to see how we will grow.

J. Not one to sit still for long, I’ve also just acquired the UK School of Floristry to our portfolio. We’re relaunching the UKSOF (www.ukschooloffloristry.com) in Liverpool on October 1st, and we’ve got a really exciting schedule of classes for next year. It’s going to be a lot of fun.

J. As for the rest of 2015 … let’s just say there is are a good few trips planned for 2015 already. I’m back in the United States for a few projects, and I’m booked in a few other countries for projects that I can’t talk about just yet… it’s going to be a great year.

With all that you’re up to nowadays, what are some of your personal goals that you’re working on?

J. My personal goal at the moment is to maintain a sense of balance as much as I possibly can. Our business is threefold, my art practice, our design studio, and the school, so at times there can be a LOT on my to do list. I’m learning to juggle projects better. I’ve always worked hard, and I’ve never been afraid of hard work, but my days can be so varied now, I’m learning to delegate and I’m learning to compartmentalize projects more. It’s a challenge, but a good one.

When preparing for competitions or demonstrations, do you have any tricks or rituals to get yourself ready? What advice would you give to those looking to start competitions or industry speaking?

J. The preparation depends very much on the project ~ how much time we’ll need to set aside to prepare, how many assistants etc. But whenever I’m nervous, or feeling a little unsteady, I always repeat to myself that awesome Maya Angelou quote ~ “I might come as one, but I stand as ten thousand.” It always sends a shiver down my spine and lets me know that I’ve got this.

J. Advice to those starting out in the industry in competitions, speaking or demonstrating? Be very clear on your intention and purpose for doing what you’re doing. Are you competing to learn? To win? To socialize and have fun? To express yourself artistically? What is your intention. Figure that out early on, and you’ll have a focused route to achieve your goals.

J. There are other gems too that spring to mind ~ never take no for an answer, be confident in yourself and your skills and never be afraid to speak your mind. This industry needs fresh blood, new eyes and innovative ways of doing things. I’ve always had a bit of a reputation as an enfant terrible throughout my career, but don’t ever be afraid to disrupt the status quo. That is where innovation begins.

What are some of your favorite flowers or materials to work with right now? Do you have a philosophy when it comes to designing?

J. I have a very fickle heart ~ my tastes and favorites change week to week, season to season. At the moment in the UK we’re just on the cusp of Autumn and I’m especially loving the horse chestnut trees I drive past on my way to the studio. Their leaves literally disintegrate as soon as theres the slightest hint of Autumn around ~ from broad, thick green to a bright, acidic yellow, tinged with brown almost overnight ~ it’s a joy to see.

Philosophy? Thats a good question. I don’t really have a philosophy as such with design ~ it’s not something I could some up succinctly in a sentence or two. However if you asked me what my USP was, in both my art practice and my floral design work, it would have to be meaning. I try to put as much meaning into everything I do. You know, for the longest time, and especially with my competition work, I was often making things I didn’t really like ~ that didn’t fit me so well. Thats the name of the game ~ they tell you what to make, and if you make it well enough you win the prize.

J. But after competing so much, that got a little boring, and ever since I’ve started my practice I’ve been conscious of making sure everything we create is something I will happily stand behind and can resonate with.

J. I was asked recently would I consider throwing my name in the hat for the upcoming World Cup in Berlin, 2015, and frankly, I just couldn’t think of anything worse for me right now. Note the ‘for me’. I’m just not interested in being told what to make by a panel of judges any more. I’m not saying I’ll never compete again, or that I’ll never attempt the World Cup, but for me, right now, it’s just not the space I’m in.

With our ever-changing industry, where do you see it changing and where do you see it heading in the next 10-15 years?

J. That is such a big question. I think that floral design will continue to be relevant to society in the next 10-15 years, but I’d expect a lot of changes to happen. I think we need to be very focused on the consumer, on our clients and really put them first in our work ~ how do they buy, what are they interested in, and how can we make our work relevant to society and culture today. I’m not one for doom and gloom. I think the future is bright.

What inspires you and your design?

J. The easy answer? Everything. I’m quite lucky in the way that I never struggle for creativity or inspiration ~ it’s always there ~ I just sometimes need to find a connection, or a key, to link it to the project I’m working on.J. When I started in business eighteen months ago, I had to take some time to really sit down and decide what it was that I wanted to do. Did I want to specialize in weddings and events? Did I want to open a retail store? Did I want to teach? To travel? What. Did. I. Want. And after sometime, after testing some things out, I realized that actually, art sets me on fire. But art is not floral design, and art is not design. They’re cousins ~ connected but certainly not the same. So I took the decision to split my work ~ Joseph Massie for my art practice, and later, to launch Joseph Massie Flowers for my floral design practice. It was bold, and different, but we’re certainly reaping the benefits now.

J. I think it comes down to your intention ~ what it is that you want to do, what is it that you want to put out into the world. When I leave this world in another 70/80 years (hopefully!), I want to leave a legacy, a body of work. I want to contribute as much as I possibly can during

my time here. I truly feel that stepping out into art was the first step on that path.

If you could have lunch with anybody through time, who would you want to sit with and what would you be eating?

J. Let’s host a big dinner party instead ~ it’d be more fun. I’d invite Oprah, Constance Spry, Alexander McQueen, Martin Luther King, Pharrell, Picasso, Maya Angelou and Steve Jobs. I like innovators, people who aren’t afraid to break the mold. Oh, and Kelly Osbourne too! I just think we’d make really, really good friends.

Make sure to join us all week as we show you more pictures of some of these wonderful collections and designs. Floral.today wishes Joe all the success in the world as he takes the industry on his journey of changing the world and building a strong industry. Check out all the links throughout the article to go show Joe support and be inspired by all his designs and ventures.

See you on wednesday for more Joseph Massie,

September 8, 2014 by Garrett

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