Fresh from an extraordinary triumph at the RHS Chelsea Flower Show, winning both a coveted Gold Medal and the title of Florist of the Year, Jade Loftus has firmly established herself as one of the most exciting creative voices in British floristry.
Known for her instinctive approach to flowers, storytelling, and design craftsmanship, Jade’s work balances artistry with authenticity. Her Chelsea success not only celebrates technical excellence, but also reflects a growing appetite for floristry that feels deeply expressive and connected to nature.
The recognition also arrives during a particularly exciting chapter in Jade’s creative journey, with new project Rooted in History launching later this year, aiming to push floristry into more immersive, experience-led spaces.
My Interview With Jade Loftus
You may know me as co-founder of Acacia Creative Studio and of Rooted in History. In my work, I meet a lot of inspiring people. At the RHS Chelsea Flower Show, I sat down with Jade Loftus to discuss the inspiration behind her award-winning installation, Chelsea's emotional journey, and what this moment means for the future of floristry. Together, they explore creativity, collaboration, and the evolving role of flowers in storytelling and experience-led design.
Firstly, How Are You Feeling Now It’s All Sunk in a Little? Gold Medal and Florist of the Year Is Huge.
“Gosh, it still feels huge when you say it like that!” Jade laughs. “Honestly, I think I’m still processing it. Coming into the Gold Medal that morning was just electric. Walking in is harder than you would think. Your heart is beating out of your chest, and even then there’s always that question nagging away: have I done enough? You brace a little emotionally.
Then that adrenaline explodes into all the emotions – excitement, pride, disbelief, relief, and absolute sheer delight. It’s Gold! I’ve done it. I’ve actually done it. Not for one second did Florist of the Year even grace my thoughts. That totally blindsided me and, well, my reaction is well documented!”
I Know How Full-On Build Week Can Be, Both Physically and Emotionally. Was There a Moment During the Week Where It Suddenly Hit You What You’d Created?
“Competition work is always demanding, but gosh, Chelsea is that and some.”
A challenge Jade openly acknowledges is what she calls “the comparison trap.”
“Anyone that has done any form of competition work may recognize the feeling. We all have the same staging space, but we enter it in different ways. You look around at other people’s mechanics, their flowers, their body language, and how calm or focused they seem, and it can be easy to compare yourself, often negatively.
For me it shows up as a reluctance to start, which, if unchecked, can add huge time pressure on the build. I’ve learned to manage that mindset by turning inward a little and allowing myself to become absorbed in the process rather than what is happening around me.”
When They Announced Gold and Florist of the Year, What Was Going Through Your Mind in That Moment?
“I was delighted to be one of three Gold Medal winners. That’s a high percentage for a class of ten and a great reflection on the outstanding level of work and craftsmanship at this year’s show.”
Even then, Florist of the Year was not on her radar.
“A lot happened all at once. The three of us were ushered into center stage as a crowd began to form. BBC camera crews seemed to sweep in from all angles, as RHS President Keith Weed boldly cut through the crowd and turned his focus on me.”
“The only words that registered were ‘Jade Loftus’ and ‘Florist of the Year’. I honestly couldn’t tell you what else was said, nor could I form a cohesive sentence in response. Utter disbelief in the best possible way.”
For People Who Haven’t Experienced the Installation in Person, How Would You Describe the Atmosphere and Feeling You Wanted to Create?
Jade’s installation, Nature Magnified, invited visitors to reconsider the botanical world through a different lens.
“Nature Magnified was always about the notion of looking closer. I wanted the viewer to be drawn into the design, to be compelled to explore its layers and depth.”
Transparency played a key role in communicating that idea.
“It was a reflection of the translucent quality of cells on a microscope slide. I wanted the layers to appear effortless, as if floating, so the composition needed to build lightly, as much through color palette as through form.”
Having Been There Throughout the Build, I Know How Much Detail and Emotion Went Into Every Part of It. Was There Any One Element That Felt Especially Personal to You?
“Color is perhaps the most personal thing about this piece.”
For Jade, color is deeply emotional and intuitive.
“Color is a very subjective art. We all have a favorite color which is personal and emotive to us. We can’t explain why we love it, we’re just drawn to it in the most unique of ways.”
From the rich tones of Fritillaria persica to the delicate transitions between the Phalaenopsis orchids supplied by Flowex, the palette became an extension of her own creative identity.
“This palette expresses a piece of me.”
Chelsea Can Feel Quite Intense, Creatively and Mentally. How Did You Stay Connected to Your Original Vision Amongst All the Chaos of Build Week?
“Chelsea is unlike other show work as your final piece is marked against your original design intention. Did you deliver what you said you would?”
Rather than seeing this as restrictive, Jade views it differently.
“I have come to think of it as meeting a friend that has been in your mind for a long time. You know everything about that friend and are simply bringing them to reality.”
You Always Create Work That Feels Incredibly Instinctive and Immersive Rather Than Overly Styled. Do You Think That Comes Naturally to You?
“I think we all find our style over time.”
Her process is perhaps less rigid than some might expect.
“My approach is much like painting a picture. I always have strong, well-tested mechanics; I won’t compromise on that, but rarely do I practice placing the flowers.” She laughs. “This will strike horror into some people.
I prefer to respond to each stem as it is in my hand, placing it as the design requires, much like a painter building a composition. This gives me a sense of freedom rather than trying to recreate a practice piece or follow a set plan.”
We Share a Mindset Around Creating Experiences Rather Than Just Floral Arrangements. Do You Feel Audiences Are Craving Something More Emotional and Story-Led From Floristry Now?
“Yes, I do. Flowers have always been a vessel for connection. They evoke emotion and play on the senses. They become even more empowered by the sense of storytelling.
That interplay between art and viewer, that sense of immersion and being part of something, is really powerful.”
Where Do You Tend to Begin Creatively With a Project Like This?
“Honestly, this is a hard one to unpick!”
Ideas often emerge through a combination of feeling, story, and instinct.
“Initially it’s just a feeling that becomes intertwined with the title or the story. I quite often brainstorm sketches from that, just shapes and movements, nothing too polished. Then these develop into something more refined by marrying shapes with botanicals.”
One Thing I Really Noticed Throughout the Week Was How Collaborative the Whole Process Felt Across the Floristry Area. How Important Is Community and Collaboration Within Floristry for You Personally?
“I am such a firm believer in collaboration.”
While acknowledging the industry's competitive nature, Jade believes its greatest strength lies in community.
“There is no denying we are in one of the most competitive industries, but it is my belief that together we are stronger. We should celebrate each other and build each other up. That’s how we build an unshakeable industry.”
Rooted Was Proud to Support You at Chelsea This Year, and We’re Obviously Working Together Again Later This Year on Rooted in History. Tell Us a Bit About What to Expect.
“Rooted has felt the most natural of collaborations. Born at Chelsea four years ago, this tiny seed of an idea between myself, you and Xue from Acacia Creative and Paula of Floral Media has literally taken root and become something I’m genuinely excited about.”
For Jade, the success of the project comes down to shared values and creative trust.
“Creative alignment is so important to me. Instantly as a team I knew we had the right formula. When that happens so effortlessly, you can expect something truly magical. I believe Rooted will set the bar in terms of UK immersive large-scale floral installation and storytelling.”
There Was Also Such an Incredible Level of Support Behind the Installation, From Tom Brown Wholesale to the Extraordinary Orchids Flowex Shipped Over From Vietnam.
“The support from Tom Brown Wholesale and Flowex means the world to me. They are the absolute best at what they do, and I’m humbled that they trust me to showcase their products.”
Through Projects Like Rooted, and the Wider Creative Work Happening Around Floristry Right Now, Do You Feel the Industry Is Evolving Into Something Broader Than People Traditionally Expected?
“Definitely. There is a hunger for new possibilities that push the scope of what floristry is seen to be. It is becoming an art form far removed from the traditional bunch of flowers in a vase.
It’s creative, responsive, and so diverse that I guarantee there is a style to suit everyone. Coupled with huge leaps in sustainability, the industry is literally evolving before our eyes.”
Looking Back Now, What Do You Think This Experience Taught You Creatively or Even Personally?
“It’s a little cliché, but to believe in myself.”
Jade speaks candidly about the years spent chasing a Gold Medal.
“Those that know me know this is the culmination of many years of trying. Years when everyone around you says ‘Silver-Gilt, that’s incredible’, but deep down you can’t shake that quiet disappointment. You know it’s a brilliant achievement, and you know it should feel amazing, but you were aiming higher.”
Rather than allowing those moments to define her, she learned from them.
“Each experience led to this moment, and each experience is worthy of celebration.”
And Finally, After a Moment Like This, Where Does Your Mind Go Next?
Jade smiles.
“My Gran always used to say: "Make sure you stop and smell the roses." It didn’t make sense to me back then. Why pause when there’s so much to explore?”
Now, she understands the value in taking a moment.
“In the pause we reflect, we recharge, and we realign, ensuring we’re ready to build again. There are so many exciting things to build from here. They will come, but right now I’m on cloud nine and for a little while I’m going to relax and enjoy the view.”
A New Chapter for Jade Loftus
Jade’s Chelsea success is far more than a medal-winning moment. It represents years of perseverance, courage, and a commitment to pushing floristry forward. Through Nature Magnified, she invited visitors to slow down, look closer, and reconnect with the details often hidden in plain sight.
As floristry continues to evolve into immersive and experience-led art forms, designers like Jade are helping shape its future, one often rooted in storytelling, collaboration, and emotional connection. With Florist of the Year now added to an already impressive list of achievements, and with projects such as Rooted in History on the horizon, this moment is not an endpoint, but the start of a new chapter.
Follow Jade Loftus on her journey onwards @jl_floraldesign.
