The floristry world runs on more than beautiful flowers. It runs on people who build systems that let creativity breathe and businesses last. John Davidson sits at that intersection. As Financial Director at Tom Brown Wholesale Florists in the United Kingdom and the interim Chair of the British Florist Association(BFA), he thinks in structures and outcomes, yet keeps craft and community in clear view. His focus is to steady the ship, strengthen the base, and make room for the industry to grow with skill, purpose, and care.
In this week’s 10 questions feature, John reflects on the joy of working with flowers and the even deeper reward of investing in people. He speaks openly about the pressures of leading teams in a changing economy, why consumer perception matters, and how technology can support but never replace a florist’s creativity. He shares what keeps him grounded, the moments that made him proud this year, and his favorite flower that reminds him that creativity improves as it opens. If you want a clear view of where floristry can go next and what it will take to get there, this is a story worth your time.
Question 1
For those who don’t know you, who are you and what do you do?
"Hi, I’m John Davidson, Financial Director at Tom Brown Wholesale Florists Ltd, and currently the proud interim Chair of the British Florist Association. For the past thirteen years at T. Browns, I’ve dedicated myself to building a business that not only thrives financially but also has a strong foundation for long-term growth. I’m passionate about creating structures and strategies that allow people and businesses to flourish.
Now, I’m bringing that same commitment and energy to the BFA. My vision is to stabilise and strengthen the association in the short term, creating a platform for growth and ensuring it can support the floristry industry in a meaningful, impactful way, a trade association should—fostering not just commerce, but craft, skill, and innovation."
Question 2
What is so special about your job?
"Countless aspects of my roles make my work rewarding. Of course, one of the joys is working with flowers; their textures, colours, and forms are endlessly inspiring. Flowers are living creations, and being surrounded by them every day reminds me that creativity and beauty are at the heart of everything we do.
But what truly makes my job special are the relationships and connections I’ve been fortunate to build through T. Brown and the BFA. Every day, we have the opportunity to mentor, guide, and celebrate people in the industry. Seeing a florist’s confidence grow, helping someone overcome challenges, or sharing advice that sparks a new creative direction, that’s what really lights me up. Knowing that our work nurtures both people and the craft of floristry makes every day meaningful."
Question 3
Are there any specific challenges or obstacles you’ve faced in your job, and how did you overcome them?
"There isn’t a year that doesn’t bring new challenges—but that’s part of what keeps the work exciting. How boring would it be if everything always went according to plan?
Currently, one of the biggest challenges in the UK is the rising cost and responsibility of being an employer. Rising business expenses add to the day-to-day pressures our employees face and it feels unfair as these are the people who make our businesses thrive. At T. Brown, we are constantly working to attract and retain talented, passionate people and to reward them in ways that reflect their skill and dedication.
I see this as an opportunity. By finding new ways to support our teams, improve working conditions, and share knowledge across the industry, we can make our businesses stronger and more sustainable. Through the BFA, we provide guidance, resources, and strategies that empower both employers and employees to navigate challenges and nurture a resilient, creative floristry community."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Over the past five years, our industry has faced extraordinary challenges—from the global impact of COVID-19 to the uncertainties of Brexit. Yet through it all, we have remained resilient, adaptive, and relevant.
Looking ahead, our greatest challenge is ensuring that consumers see the value in the skill and craft behind every bouquet. In times of economic uncertainty, decisions are often guided by cost, but floristry is more than a purchase; it’s an experience. By offering value alongside responsibility and sustainability, we can strengthen trust, loyalty, and relevance, making our creations a choice that resonates with people long-term."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry? Which strategies have you employed to stay competitive?
"Technology is no longer optional; it’s part of the toolkit for modern floristry. At T. Brown, we’ve embraced innovation over the past 15 years: webshops, voice picking systems, point-of-destination software, and vehicle tracking are just a few examples. These tools allow us to support florists, allowing them to focus on what matters most: design, creativity, and customer experience.
What excites me most, though, is looking to the future. AI is advancing faster than anyone could have imagined, giving access to expertise on nearly every subject. But the real skill lies in implementing these ideas effectively. AI can suggest a business plan, a design, or even flower choices, but it can never replace the skill and intuition of a florist. These tools should inspire us to imagine new possibilities, pushing the boundaries of creativity in floristry.
It also creates opportunities for a new generation. Imagine a software developer or engineer entirely focused on advancing the horticultural and creative world—what a thrilling opportunity!"
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I’m inspired every day by the creativity I see in the BFA community. When floristry becomes expressive and daring, the results are astonishing, bold installations, intricate arrangements, and innovative techniques. Being part of that world reminds me that business and creative craft are inseparable.
If I had to highlight individuals, my uncle Tom Brown stands out. He encourages me daily and gives me the freedom to innovate and improve the industry.
Further afield, my first boss at Deutsche Bank, Scott Shellady—also known as the Cow Guy has had a profound influence on my approach to work. He used to say, “You don’t have to be the smartest person to get out of bed on time—once you’re here, everything is teachable.” That ethos of persistence, curiosity, and adaptability still guides me today."
Question 7
How do you handle stress or difficult moments in your life?
"Until a few years ago, I thought my ability to handle stress was my superpower. I would try to harness it, overthinking every scenario, and using it to drive diligence. But that approach masked bigger issues, and when things unravelled, I struggled.
Now, I’m much more honest with myself. I take breaks, head to the gym, or pause work to return with a fresh perspective. I have slowly learnt the art of saying no when I feel overwhelmed or if I feel like I am missing time with my children. Most importantly, I lean on friends and family. A close-knit group of school friends and I check in monthly via a group text, rating how we are feeling from 1–10. If someone is stuck at a 5, we reach out. That honesty keeps me grounded and offers me a support network beyond family and industry."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"This is tricky because work and life are so intertwined. Personally, I was recently granted the Freedom of the City of London and became part of the Worshipful Company of Gardeners. Some days I pause and wonder, how did a school-leaver with few qualifications reach this stage?
On the floral side, I was thrilled to see three florist friends take part in the Fleur De Villes installation at Kew Gardens—they won Most Creative Design. Seeing people, I care about shine creatively is the most rewarding part of both my roles at T. Brown and the BFA and I will cherish those moments. Memories cannot be bought – they are made by investing in others without hesitation. Though more of a company highlight I was extremely proud when recently Tom Wholesale Florist was announced as the FPC flower wholesaler of the year 2025."
Question 9
Which is your favorite flower and why?
"Tulips! They are unruly, unpredictable, and full of character. They improve as they open and always manage to make me smile—a perfect metaphor for creativity itself."
Question 10
What are you doing this weekend?
"It’s a busy one! T. Brown is hosting an open day to celebrate 50 years of trading. Amazing designers will showcase their skills, and the day will be full of creativity, laughter, and joy—we laugh a lot at T. Browns.
In the meantime, my son Alex is playing rugby. I try never to miss a game, though he may wish I were elsewhere. I’m very competitive and love shouting instructions as if I were still capable of playing the way he does! Afterward, my wife Lizzie and children Alex and Primrose will join us at the T. Brown unit, where my real family meets my extended floral family—a perfect end to a perfect floral-filled week."
John Davidson’s story is a reminder that floristry’s true strength lies in people who combine business vision with heart, and who lead with both structure and empathy. His balance between finance, creativity, and family shows what modern leadership looks like in today’s floral world: grounded, human, and forward-thinking. If this story inspired you and you know someone whose journey deserves to be told next, share their name in the comments or write to me directly(edwin@thursd.com). I’d love to reach out and feature their story on our platform.
Pictures by@John Davidson.
