If you’re a florist in the UK, there’s one weekend each year that feels like the Chelsea Flower Show, a business masterclass, and a giant family reunion all rolled into one. That weekend is FleurEx, the British Florist Association’s (BFA) flagship event and this year, it promises to be bigger, brighter, and more inspiring than ever.
With Tom Brown Wholesale celebrating an incredible 50 years in business and FleurEx just around the corner, it made perfect sense to ask John Davidson — Finance Director at Tom Brown and current Chair of the BFA — a few key questions. He shares his insider’s perspective on why this is the floral event you simply can’t miss.
What is FleurEx and why should florists attend?
“FleurEx is a cherished annual floristry exhibition and conference held across the UK, lovingly brought to life by the British Florist Association — the heart and voice of florists throughout the country,” says John.
More than just a trade show, FleurEx is a celebration of the floral world in all its colour, creativity, and community spirit. Over one vibrant weekend, you can expect:
- Live floral design demos from two of the world’s most inspiring designers
- The nail-biting finals of the UK Florist of the Year and Newcomer Awards
- A buzzing exhibition hall filled with growers, wholesalers, and suppliers
- Business drop-in sessions on sustainability, marketing, e-commerce, and pricing
- Hands-on exploration in The FlowerLab and Plant Lab workshops
- A sparkling Gala Awards Dinner to honour excellence in our floral community
“It’s a warm invitation for everyone in the floristry world to come together, learn, be inspired, and enjoy a weekend full of floral joy,” John adds.
Highlights You Won’t Want to Miss
“This year is packed with so many wonderful highlights—it’s hard to choose just one!” John says. But here are his top picks:
Main Stage Magic
- Jospeth Massie – Fresh from representing the UK at the World Cup of Floral Art in The Hague and a five-time Chelsea Gold winner, Jospeth’s designs are nothing short of breathtaking.
- Daniel Santa Maria – Based in Barcelona, Daniel’s work fuse’s structure, emotion, art, and storytelling. A true innovator in the world of floral design.
Industry Insights
- Richard Eagleton (Claridge’s Flowers) – Champion of sustainability, sharing practical ways to create a greener industry.
- Nigel Jenney (Fresh Produce Consortium) – Joining John himself to discuss Brexit’s impact on the flower trade and the industry’s push for positive change.
And of course — the FlowerLab and Plant Lab, affordable workshops, and an exhibition hall brimming with inspiration.
John on the BFA and Tom Brown Wholesale
“I’ve always dreamed of bringing the entire industry together to support florists and students alike. While I never imagined or actively sought the role of Chair of the BFA, I’ve embraced it wholeheartedly. This journey has only been possible thanks to the kindness and trust I’ve built within the industry during my time at Tom Brown Wholesale.”
World of Sprayroses Moment
When asked about his favourite spray rose, John doesn’t hesitate:
“I truly adore so many — from the unique #ashtags to the stunning Bombastic range — but if I had to pick one, it would be Sweetflow. It just holds a special place in my heart.”
Next month, we will be introducing Gayle from Tom Brown Wholesale and learning all about their 50th birthday celebrations so stay tuned for another blooming update.
And that’s a wrap for today. We will be at FleurEx this year, so please let us know if you’ll be around — we’d love to say hello.
