A Celebration of Talent at FleurEx 2025
Oct 23, 2025
Image - Lobby Arrangement for BFA Florist of the Year 2024
Last October, I had the immense honour of being named UK Florist of the Year at FleurEx 2024. It was a milestone I will always treasure, not simply for the award itself, but because FleurEx is the place where our industry comes together to celebrate everything we love about floristry. It is a weekend filled with skill, artistry, community and creativity, and the atmosphere is truly like no other.
This year, FleurEx 2025 reminded me once again why it is such a highlight of our calendar. Organised by the British Florist Association, it is the UK’s largest annual floristry trade event, drawing florists and suppliers from across the country and beyond. The exhibition hall buzzed with inspiration, hands-on workshops brought new ideas to life, and the mainstage welcomed some of the world’s most exciting designers.
I had the great joy of demonstrating on the mainstage myself, alongside the extraordinary Daniel Santamaria, one of Spain’s most acclaimed floral designers. To share the stage with Daniel was a privilege, and to look out into a hall filled with so many familiar faces from our community was a delight.
But the greatest joy of all was celebrating three incredible women from our community who shone so brightly in this year’s competitions.
A win for UKSOF tutor
Our brilliant tutor at The UK School of Floristry, Valerie @flowersbyvaleriejayne, was awarded first place in the Funeral Design Competition. The brief was to create a piece for the funeral of Rosita Missoni, founder of the iconic fashion house famous for its bold zigzag knitwear. It was a challenge that demanded both sensitivity and daring, and Valerie rose to it magnificently.
Her design was a masterful balance of strength and grace. Every choice, from colour to form to texture, was considered and intentional, resulting in a work that was both a tribute and a statement. It carried the weight of the brief but also the unmistakable stamp of Valerie’s creative voice.
Competitions are never easy. As Valerie herself shared, “Competitions are hard work; researching, forming design boards, building frames and creating the final piece is a long process, especially when there is a shop to run too.” Yet it is precisely that commitment which makes her such an extraordinary florist. And perhaps most inspiring is her perspective: “Do I look at my work and want to develop or change it? Yes, all the time. But I think that is a great place to be in. It is the drive for improvement that keeps us anchored in the process of learning.”
That spirit of relentless curiosity is exactly what makes her such an exceptional teacher here at UKSOF. Her win was richly deserved, and we could not be prouder.
Flower Class Member wins big
Alongside Valerie’s triumph, we are absolutely thrilled to celebrate Victoria Upton @violethillflowercompany, one of our Flower Class members, who was crowned UK Florist of the Year: Newcomer. This award is one of the most exciting in the industry, shining a spotlight on fresh talent and recognising florists who are already shaping the future of our craft.
Victoria described her experience beautifully:
“Winning UK Florist of the Year: Newcomer 2025 was such a wonderful surprise and an experience I’ll never forget! FleurEx was full of energy and creativity and it was amazing to be surrounded by so many talented florists and professionals who share the same passion for flowers and design.”
She also spoke candidly about the nerves of competing, and how Flower Class supported her at just the right time:
“I’ll be honest, I was pretty anxious about entering my first competition, creating under timed conditions, but what better way to challenge myself and grow?! Flower Class came to my aid, and Joseph’s special World Cup Coaching Call was timed to perfection with insights into his own extensive competition preparation being invaluable.”
Her four competition pieces each linked to an aspect of Midlands heritage. She drew inspiration from British gardens, towpaths and ancient woodlands, sourcing delicate and fragrant materials to bring her vision to life. One of her favourite pieces was the collar she created for an exhibition at Cadbury’s Bournville site. “I especially love to work in a detailed way, and the invitation to make a collar gave me license to create Victorian-style floral lace in modern brand colours. I was in my element with this one.”
Meeting in person at FleurEx was also a highlight for her. “It was such a pleasure to meet Joseph at FleurEx. His work has inspired me for a long time. Of course the designs he demonstrated were as dreamy as ever but it was so interesting to understand more about his creative process, and hear his thoughts on curating your own style and ‘building the moat’.”
Her reflections capture the very best of what FleurEx is. It is about challenge, creativity, and community, all woven together. As she summed up, “I’m so grateful for the recognition, and for all the encouragement that has followed. It has truly been an inspiring and unforgettable moment in my floral journey.”
Further wins at Fleurex
And then there's Violeta Veikniene @v.v_flowers. All weekend she volunteered with us, tirelessly supporting our team with warmth, kindness and energy. Behind the scenes she was indispensable, but she also had her own moment in the spotlight, winning the Cape Design Competition inspired by London Fashion Week. This was a brief that demanded drama, imagination and scale, and Violeta’s design delivered all three. It was bold, theatrical and utterly unforgettable.
Violeta summed up her experience beautifully:
“I love taking part in competitions. They’re a wonderful way to express my creativity and showcase my floristry skills. Of course, it’s always a joy to receive First Place!”
She added, “I’m absolutely delighted to have won at the BFA FleurEx 2025 competition. It wasn’t easy, but with passion and dedication, everything is possible!”
Perhaps most special of all for us was her reflection on the weekend itself:
“During the event, I had the pleasure of meeting the talented and wonderful Joseph Massie and his team. It was an absolute honour to be his assistant while preparing for his demonstration. Such an inspiring and unforgettable experience!”
Standing at FleurEx this year, I was reminded once again of what makes floristry so special. It is not only about flowers, but about courage, creativity and community. To see Valerie, Victoria and Violeta each take their moment was an absolute joy, and a reminder of the extraordinary talent that flourishes within our community.
A huge congratulations also goes to everyone who stepped into the spotlight this weekend. Competing takes immense courage, dedication and artistry, and each design brought something unique to the stage. To witness that creativity celebrated was a privilege in itself.
To Valerie, Victoria and Violeta, my warmest congratulations. Your wins are inspiring, your artistry remarkable, and we are so proud to celebrate you.
Artist. Educator. Writer. Broadcaster.
