After Floricon in 2023 FleurEx returns for 2024. Where FloriCon had a larger focus on business strategy and marketing, FleurEx is totally about demonstrations, masterclasses, and... the BFA Awards! Here's all you need to know to get you started on your way to Nottingham on the 28th and 29th of September for the florist event of the year organized by the British Florist Association.
FleurEx 2024: The Ultimate Gathering for Florists by the British Florist Association
If you're in the floral business, you probably already know that FleurEx, organized by the British Florist Association (BFA), is the must-attend event of the year. This annual celebration is more than just an industry gathering — it's where innovation meets tradition, and where florists from across the UK (and beyond) come together to network, learn, and, yes, show off a little. Whether you’re a seasoned florist or just starting out, FleurEx offers something for everyone.
This is what you will get with a general entry ticket.
1. The Marketplace
The heartbeat of FleurEx is undoubtedly The Marketplace, a vibrant space filled with leading exhibitors showcasing the latest in floral supplies, design trends, and business services. This is where you can get hands-on with new products, discover fresh inspiration for your shop, and build connections with suppliers who can help take your business to the next level.
The Marketplace isn’t just about products; it's a hub of opportunity. You’ll have the chance to network with industry peers, discuss trends, and perhaps even strike up collaborations that could change the trajectory of your business. Whether you’re looking to source new materials, find the latest tech tools, or simply get a pulse on the market, the Marketplace at FleurEx is where you need to be.
2. Essential Knowledge at the Business Drop-in Sessions
Running a successful floral business is about more than just flowers. At FleurEx, the Business Drop-in Sessions offer invaluable 30-minute talks on essential business topics tailored to the floral industry. These sessions are perfect for florists who are looking to sharpen their business acumen and stay ahead of the curve.
Expect to hear from industry experts on everything from marketing strategies and financial management to sustainability practices and customer engagement. These sessions are designed to be practical and actionable, giving you tips and tricks that you can start implementing as soon as you get back to your shop.
The line-up so far:
- Buying wholesale flowers for retail and events with Ronald van den Burg
- AI, commerce, and wedding quotes with Katie Bennett from Strelitzia Software
- How to be your local hero with Richard Eagleton from Claridge’s Flowers London
- Working smarter not harder in your florist business with Oasis ® Floral Products
- Know your essential apps for floristry business with Nikki Meader from West Malling Flowers and also the BFA Chair
- Small steps to take towards sustainability with Debbi Moore, BFA sustainability officer
3. Witness the Best at the UK Florist of the Year Competitions
The excitement at FleurEx reaches a peak with the live finals of the UK Florist of the Year and UK Florist of the Year: Newcomer competitions. This is where the crème de la crème of the floral world showcase their skills in real-time, creating stunning designs under pressure.
Whether you're cheering on a colleague or just soaking in the inspiration, watching these live finals is a thrilling experience. You’ll see creative ideas that push the boundaries of floristry, and who knows? You might even pick up a few new techniques to try out in your own designs.
4. Get Hands-On at The FlowerLab
If you’re someone who learns by doing, you won’t want to miss The FlowerLab. This interactive space is all about getting your hands dirty (literally). It’s a commercial mini-demo area where you can participate in hands-on activities and experiments, designed to spark creativity and innovation in your work.
In The FlowerLab, you'll have the opportunity to experiment with new techniques, tools, and materials, all under the guidance of industry pros. It's the perfect place to test out new ideas before bringing them back to your customers.
These are your FlowerLab designers:
- Nicola Armstrong, The Bloom Room
- Karen Lindsay, Flowers by Karen
- Abigail McGuire, The Floristry School
- Denise Murphy, Helensburgh Flowers
These are the interactive sessions at the Flower Lab:
- Prom Designs: Becoming evermore popular the prom design can be a great booster for your business as the summer approaches. Being both innovative and knowing when to market this can set you apart from the crowd, making you the go-to florist for your neighboring school Prom events.
- Fascinators/Hatinators: Offering additional designs for events is an excellent way to bring a unique touch to a wedding, celebration, or even an awards evening! Elaborate or discreet you’ll be able to adapt designs to your own style and show off your skills to the max.
- Plant Manipulation: Foliage is a key part of any florist stem selection and a simple variation in texture or shape can elevate a design, make it more interesting, and draw customers to your business. Using your skills as a florist in this way can set you apart and leave your customers wanting more.
These are the mini demo sessions at the Flower Lab:
- Wrapping: This is such an important part of your branding as well as protection for your designs whist they are in transit. How you display a floral design can make a world of difference to its perceived value as well as compliment your hard work. Wrapping trends also move on and it can be one of the areas that is neglected when updating your designs. Use this Flower Lab session to up your game!
- Terrariums: Indoor plants are at the height of popularity. Every different aspect of indoor gardening that you can promote to your customers will keep you interesting and engage their curiosity. There are so many styles and types, that you can get lost in a world of small plant intrigue with your customers and colleagues.
- Limited Designs: Limited designs can really make your money work, as a skilled florist you can use your talents to make a few flowers look amazing. How you arrange, offer, and wrap this type of design can give you a great perceived value product that still wows your customers at the same time gives you the profit your skill deserves.
- Seasonal Designs: Making the most of flowers at their biggest and best is a no-brainer but it’s a skill to know just when the right time is for each flower type and variety. Seasonal designs give you promotional gold for your social media and outside displays as well as keeping your website looking fresh with new offerings to customers. This session will focus on Christmas Designs in particular.
5. Explore Sustainable Funeral Work at Celebrating Life
Sustainability is no longer a trend — it's a necessity. The Celebrating Life area at FleurEx is dedicated to showcasing sustainable funeral work. This space features beautiful, commercially viable funeral designs created with sustainability in mind. It's a thoughtful, inspiring showcase of how the industry is adapting to meet the growing demand for eco-friendly floral options.
For florists looking to expand their offerings or simply seeking inspiration for more sustainable practices, Celebrating Life provides a fresh perspective on how to balance beauty with environmental responsibility.
6. Experience Live Artistic Showcases With Demonstrators
No floral event would be complete without a dose of live artistry. At FleurEx, the demonstrators will be putting on a two-hour showcase each day, focusing on bridal and wearable designs. This is where creativity meets craftsmanship, as talented florists take the stage to demonstrate their skills and share their design philosophies.
These demonstrations are not just about watching — it's about learning. You’ll gain insights into the latest trends in bridal floristry and wearable flower art, with plenty of tips and techniques that you can apply in your own work. Plus, it’s always inspiring to see what your peers are creating.
The 2024 demonstrators are:
- Elizabeth Newcombe (Finalist at the 2023 Interflora World Cup)
- Lisa Pålsson (Runner-up at the 2023 Interflora World Cup)
Elizabeth Newcombe at Interflora World Cup 2023. Photo by Alex Choi
Lisa Pålsson at Interflora World Cup 2023
Both designers will be sharing their designs and knowledge with you on Saturday and Sunday. There will be an hour-long, morning and afternoon session each day, So you’ll have plenty of opportunity to watch these two world-class floral designers at work.
This year's masterclasses are with:
- Morgan Douglas-Nuth:
- Elegant grass hand-tied
- Structural wood slice arrangement
- Helen Jamieson:
- Cascading bridal design
- Structural crescent hand-tied
7. Sunday Competitions: A Feast for the Eyes
Sunday at FleurEx is competition day, and it’s an absolute must-see. With four different competitions taking place, there’s a lot to take in. Whether you're participating or simply viewing, these competitions are a fantastic way to witness the sheer talent and creativity within the industry.
The competitions cover a range of floral styles and techniques, so there’s something for everyone, whether you're into traditional designs or more avant-garde creations. And, of course, it’s a great opportunity to cheer on your fellow florists and celebrate the craft we all love.
All competitions both live finals and static Sunday competitions can be viewed with your general entry ticket. For those wishing to enter a competition on Sunday follow this link on the BFA website for all the info you need and ticket deadlines.
Ready to Be Inspired?
FleurEx 2024 is more than just an event — it’s an experience. It’s where the floral community comes together to learn, grow, and celebrate the incredible artistry that defines the industry. From the Marketplace to the competitions, each area of FleurEx is designed to inspire and empower florists of all levels.
Whether you’re looking to pick up new skills, network with industry leaders, or simply enjoy a day surrounded by beautiful blooms, FleurEx has something for you. Don’t miss out on this incredible opportunity to elevate your business and connect with the heart of the floral industry.
Mark your calendars, and see you at FleurEx 2024!
All images courtesy of the British Flower Association, unless otherwise noted. Header image is Karen Lindsay from Flowers by Karen.
