FleurEx 2024: The Flower Lab

New for 2024 the Flower lab is an interactive mini demo area within the main exhibition room. There will be a variety of different designs where you can watch, have a go and dip in and out as the mood takes you. You’ll be able to use beautiful product and connect with a variety of designers on hand to chat and show you some useful commercial floristry.

All included in your two day entry tickets

Your Flower Lab designers

Nicola Armstrong, The Bloom Room

From her quiet rural town hidden in the Cumbria countryside, Nicola, founder of The Bloom Room is an award winning retail florist at the heart of her community, creating floral masterpieces since 2012.

With a background degree in the arts it is Nicola’s unique style of working that has driven her success beyond that of her hometown. Nicola has worked for global brands and high end clients in exclusive hotels up and down the country.  

Recognised in particular for her Bespoke tribute work, Nicola has recently accepted a position to become an ambassador for Oasis® Floral Products, sharing her unique style of working across the industry. 

Nicola was also awarded the BFA – Retail Florist of the Year 2022

Karen Lindsay, Flowers by Karen

Karen has been in the floristry industry for 32 years, starting off her career as a Saturday girl, whilst studying at school and university.  After gaining a BA Hons Degree in Media and a full time job, with a local newspaper, it became apparent that her heart was in floristry. In January 2002 she opened Flowers by Karen at the age of 23.  “Floristry is such an amazing industry to be a part of, I love that no two days are the same, and you are constantly challenged, by ever changing trends.  I have had a wonderful 22 years of self employment doing what I love, and am very grateful for that.”

Abigail McGuire, The Floristry School

Abigail McGuire is the course leader for Apprenticeships at The Floristry School, Sheffield College.  Abby has achieved her Level 5 Master Diploma in Floristry together with various teaching qualifications, and for 20 years owned a successful retail floristry business in Stocksbridge and describes herself as a ‘good all round commercial floral designer’.   As a recent new recruit to floristry competitions, Abby has been successful in achieving great results and this has highlighted her ability, style and passion for producing show stopping designs.

Denise Murphy, Helensburgh Flowers

Denise is a second-generation florist and inherited her love of flowers from her Nana Anastasia.

After leaving school she trained in a large chain of flower shops in Dublin city, Denise is a bench trained florist learning her craft from a team of amazing florists.

She has had a retail flower shop for 25 years and is a very proud independent business owner.

Denises love and passion for flowers gets stronger as the years go by and she feels very privileged to do a job she genuinely loves and will never tire of.

Flower Lab subjects

What to expect and why we are covering these subjects in particular for 2024

Interactive Sessions

Prom Designs: Becoming evermore popular the prom design can be a great booster for your business as the summer approaches. Being both innovative and knowing when to market this can set you apart from the crowd, making you the go to florist for your neighbouring school Prom events.

Facinatiors/Hatinators: Offering additional designs for events is an excellent way to bring a unique touch to a wedding, celebration or even an awards evening! Elaborate or discreet you’ll be able to adapt designs to your own style and show off your skills to the max.

Plant Manipulation: Foliage is a key part of any florists stem selection and a simple variation in texture or shape can elevate a design, make it more interesting and draw customers to your business. Using your skills as a florist in this way can set you apart and leave your customers wanting more.

Mini Demo Sessions

Wrapping: This is such an important part of your branding as well as protection for your designs whist they are in transit. How you display a floral design can make the world of difference to its perceived value as well as complimenting your hard work. Wrapping trends also move on and it can be one of the areas which is neglected when updating your designs. Use this Flower Lab session to up your game!

Terrariums: Indoor plants are at the height of popularity. Every different aspect of indoor gardening that you can promote to your customers will keep you interesting and engage their curiosity. There are so many styles and types, you can get lost in a world of small plant intrigue with your customers and colleagues.

Limited Designs: Limited designs can really make your money work, as a skilled florist you can use your talents to make a few flowers look amazing. How you arrange, offer and wrap this type of design can give you a great perceived value product which still wows your customers at the same time gives you the profit your skill deserves.

Seasonal Designs: Making the most of flowers at their biggest and best is a no brainer but it’s a skill to know just when the right time is for each flower type and variety. Seasonal designs give you promotional gold for your social media and out side displays as well as keeping your website looking fresh with new offerings to customers. This session will focus on Christmas Designs in particular.