British floral designer Joseph Massie has been part of the floral conversation for quite some time, though not always in the way you’d expect. After building an award-winning career through high-profile competitions—including five RHS Chelsea golds by the age of 23—he stepped away from the competitions. For ten years, he stayed out of the ring completely. Not out of burnout, but out of choice.
Now, he’s stepping back in.
This year, Joseph Massie will represent the United Kingdom at the World Cup Floral Art in The Hague, Netherlands. For florists who’ve been following his journey—or those just now tuning in—it’s a return worth noting. But for Massie, it’s not about a comeback. It’s about curiosity.
“I have nothing to prove here,” he says. “It’s a fun test I’m setting myself, really. I believe I’m a good florist. I’m simply curious to find out how good.”
Joseph Massie's Career From Liverpool Market to Global Classrooms
Joseph’s story begins in Liverpool, where, at fourteen, he took a weekend job at a local flower shop. It wasn’t some childhood dream to work with flowers—it was the only job available. But it stuck. He trained, practiced, and eventually threw himself into competitions.
And he didn’t just participate—he won! Quickly. Massie rose through the ranks of UK and international floral competitions, picking up a long list of titles: UK Young Florist of the Year, RHS Chelsea Flower Show gold medals (five in a row), medals at WorldSkills and Eurofleurs. The awards gave him a platform, but they also gave him perspective. And eventually, they gave him a reason to leave.
“I was a very keen competitor,” he explains, “but a decade ago, the competition scene in the UK left me a bit disillusioned. I chose to walk away and focus on other work. In hindsight, that turned out to be the right decision.”
A Shift Toward Teaching
That “other work” turned into a wide-ranging creative portfolio. He founded the UK School of Floristry in Manchester, offering hands-on courses to florists at every stage of their careers. At the same time, he built a global online platform featuring masterclasses, a floral design membership program called Flower Class, and beginner-friendly tracks like First Steps with Flowers.
“We have over 400 florists from around the world training with us every month,” Massie says. “Teaching isn’t something I just enjoy—it’s a way to stay connected to the craft.”
His teaching style blends solid technique with critical thinking. He encourages florists to stop chasing trends and start developing their own design vocabulary. “That’s where the real strength is,” he says. “In the work that comes from following your own curiosity, not someone else’s Pinterest board.”
A Designer Who Writes and Speaks
In 2022, he released The Flower School, a book now published in English, French, and Chinese. It’s not just a how-to—it’s a thoughtful dive into the principles of design, full of practical guidance with a strong personal voice. He also hosts Flowers After Hours, a podcast where floristry is discussed with depth and humor.
These projects didn’t just keep him busy; they redefined his role in the industry. Massie isn’t only a florist. He’s an educator, podcaster with Flowers After Hours, and writer. His book The Flower School, published in 2022, is available in English, French, and Chinese. And, as you know already, he is also a competitor once again.
The Return to Competition
His decision to enter the World Cup Floral Art 2025 wasn’t some career move plotted on a vision board. It was spontaneous. “It’s very simple,” he says. “I started young. I’m still only in my mid-thirties. That means I have time and space to play with new ideas. Curiosity led me here.”
Representing the UK through the British Florist Association, Massie says he’ll approach the World Cup without fixating on rankings or rivals. “I don’t see this as a ‘fierce competition’,” he says. “I won’t be spending my energy thinking about what others are doing. That kind of pressure is a distraction. I’ll do my best. That’s what I can control.”
Massie's Clear Design Ethos
Massie’s creative process is driven by what he calls “honest curiosity.” He works through ideas quickly, tests them, and refines them based on how strong a connection he feels with the work itself. There’s no grand aesthetic statement or dramatic backstory—just a sincere desire to make good work that’s technically sound and emotionally grounded.
Joseph:
"I’ve found the most fruitful quotidian path to be the one in which I follow my own curiosity - a practice of engaging with life, of harnessing botanical materials, in the way that feels the most authentic to me. To dive into one’s curiosity is something I wish every florist would find the time and space to do. It may, on the surface at least, sound a very self-indulgent practice, but I’ll freely admit I found it to be incredibly rewarding. It gives you a trove of inspiration that no other can access."
That clarity carries over into how he works with product, too. He’s spent over ten years collaborating with Marginpar and has recently been named a brand ambassador for Decorum. These aren’t casual partnerships.
"Marginpar is a very important client to me. They respect florists. Their Clematis are revolutionary. And I trust their team deeply," he says. “With Decorum, the quality is just there. I feel lucky to hold their flowers in my hands."
What’s Next, Post-World Cup?
He’s not looking too far ahead, but he’s got plans—quiet ones. Maybe another book. Maybe more podcast seasons. More workshops, definitely. But above all, Massie says he wants to keep doing work that feels honest. “I want to collaborate with good people, build good things. That’s it.”
The World Cup might be a high-stakes event, but for Joseph Massie, it’s just one more place to explore, to learn, and to stay curious. In a field that often asks florists to shout louder, go bigger, or post more, Massie’s approach offers something else: space to think, to build, and to grow.
All photos, including the header and feature images courtesy of Joseph Massie.
