The Nottingham East Midlands Conference Center was 'The place to be' for florists, growers, and traders in the UK this weekend. And so, of course, I had to be there too :-)! The BFA Awards (British Florist Association) and FleurEx were both very inspirational and educational experiences. This beautiful gathering of the UK’s floral world once again proved to be a great success, at least according to the many happy visitors I spoke with. I absolutely loved the vibe, the artistry, and the creativity it brings to the scene. There was so much to see. I enjoyed it, and hopefully this recap gives you an idea of what it was like this year.
What Was FleurEx All About? A Celebration of Creativity, Connection, and Courage
Every Fall, the British Florist Association brings our industry together for a weekend that celebrates not only flowers but also the people who breathe life into them. FleurEx 2025 once again proved to be a feast of inspiration, color, and emotion, from morning demonstrations to the sparkle of the BFA Industry Awards dinner at night.
A Stage Full of Flower Magic
Two creative giants shared the stage this year: Joseph Massie and Daniel Santamaria, both offering unique demonstrations that moved between artistry and laughter. Joseph brought his signature blend of humor and brilliance. One of his designs spoke in layers of Hydrangea, Clematis Amazing Tokyo, Astrantia, Gloriosa, and Tesselaar Alstroemeria, all combined in floating, balanced harmony. His structure work was as refined as ever: 3D-printed handle, acrylic and sequins, framework for a rose-gold bouquet, which was one of the structures he had foreseen for the World Cup.
Joseph reminded us of something:
“Where you place your flowers is the roadmap for your eyes. Following his 3/5/8 principle, the eye travels naturally, eight being your focal point, five a counterbalance, and three drawing you back again. And when you invest in a structure, find a purpose for it beyond the immediate."
A masterclass in visual rhythm and lots of knowledge and tips. And, as always, there was humor.
Joe to Helena from Marginpar:
"The white Clematis Vienna should have my name! But there's still time Helena! Maybe you can discuss next chairholders meeting!"
Beyond the laughter, Joseph’s deeper message resonated: listen to your own curiosity.
His reference to 'Big Magic', the book about nurturing creativity, felt perfectly placed. He invited everyone to follow that inner voice, that small but powerful whisper of originality that defines true artistry.
From Still Life to Selling Two Instead of One
And there was Daniel Santamaria, calm and reflective as always, creating with a painter’s precision. His compositions felt like living still lifes, balancing form and emotion with quiet intensity.
Daniel:
“This is my moment to create in this way. With two or three containers or vases. It's not just beautiful, it's also a good way to upsell."
Arranging soft tones of Daucus, Ammi Graceland, Astrantia, and Clematis Kibo. He showed how working with several containers can create visual dialogue and a smart upselling opportunity. “Instead of one,” he smiled, “why not sell two or three?” His favorite style? Formal linear: simple, elegant, and full of life. His favorite flower? Calla Crystal Blush. The only one he’s not too fond of? Freesia!
"When I get up in the morning, it's a new day, and every new day has its own way. Today I do this, tomorrow something else."
I enjoyed every minute of both champions in design. If you didn't find inspiration here, you probably won't find it anywhere else!
Daniel Santamaria also used the beautiful collection of DutZ to make a design. Allon Leever, their representative, explained to me proudly how they keep the profession of glass blowing alive. Every is craftsmanship.
Learning, Sharing, Growing
Beyond the demonstrations, the exhibition hall buzzed with workshops, talks, the new Plant Lab, where you could design your own terrarium, and the Flower Lab, offering commercial floral design demos. The Business Drop-In Corner Talks brought meaningful conversations, like Helena from Marginpar, who hosted an interactive quiz that taught us a lot. For me, the story of the Wetlands, gardens where they create a filter to make water better, was very inspiring. Her videos gave insight into the sustainable growing environments that protect biodiversity and nurture the beautiful stems they grow.
At the end of the event, there was an open Q&A with Smithers-Oasis, moderated by Morgan-Douglas Nuth, where everyone could ask any question. Many wanted to know the same thing: Is the new floral foam compostable? The answer is not yet proven, but certification is on the way. Renewal is completely plant-based, so it will take up to two years before the circle is closed. Confidence was there!! A big step forward, and one that filled the room with optimism.
Celebrating the New Generation
The competitions were intense and inspiring, from newcomers showing fearless creativity to seasoned florists perfecting every petal.
UK Florist of the Year Abigail McGuire from The Floristry School in Sheffield impressed with detail and emotion.
UK Florist of the Year: Newcomer - Victoria Upton stole hearts with her creativity. Their live finals were breathtaking, including bridal bouquets that hid toothpick messages from Shakespeare. Abby now advances to the 2026 finals and could represent the UK at Eurofleurs in Spain, 2027.
The Night of the Year: BFA Industry Awards
As evening fell, the hall transformed for the BFA Industry Awards Dinner, hosted by the ever-charismatic Morgan-Douglas Nuth. The air was filled with laughter, gratitude, and a few happy tears. New BFA President John Davidson was honored for his strength and resilience, always there to help “flower the world.”
With heartfelt appreciation, tributes went to Nikki and Kate, who started something extraordinary, and to Angela, the CEO, who keeps it all running smoothly. And yes, humor found its way in again. John Davidson gave a shoutout to his uncle Tom Brown for “paying him a great salary and giving him time to serve BFA,” drawing big laughs from the crowd. The evening radiated warmth, a celebration of friendship, resilience, and everything that makes our floral industry feel like one big, colorful family.
Meet Your BFA Awards Winners!
Educational Award Level 4
- Highest Theory – Hannah Friel @moretonmorrellfloristry
- Highest Practical – Victoria Veasy @victoriaveaseyflorist
Educational Award Level 5
- Highest Theory & Practical – Katherine Weekes @moretonmorrellfloristry
Professional and Business Awards
- Floristry of the Year – Megan Deakin @thefloristryschoolsheffield
- Floristry Tutor of the Year – Jane Benefield @moretonmorrellfloristry
- Floristry Training Provider of the Year – Moreton Morrell Floristry @moretonmorrellfloristry
Industry Awards
- Grower of the Year – Irish Green Guys @irishgreenguys
- Floristry Service of the Year – Strelitzia Software @strelitziasoftware
- Sundries Supplier of the Year – Oasis Floral Products UK @oasisfloralproductsuk
- Flower Supplier of the Year – Hoek Flowers @hoekflowers
- Local Flower Wholesaler of the Year – Westflor UK @westflor_uk
- Sustainability Advocate – Flower Vision Lancashire @flower_vision_lancashire
- Wedding/Event Florist of the Year – Lily’s Flowers @lilysflowers1
- Retail Florist of the Year – FBK Kilmarnock @fbk_kilmarnock
The bar was set higher than ever, making it a real challenge for the judges — but surely leaving the winners feeling immensely proud. Well done to everyone!
Because, in the end, that’s what flowers are all about: connection, emotion, and the courage to keep creating beauty. Hope you got inspired at FleurEx 2025.
Photos by @thepressphotographer
