The story broke on Monday, January 15, that the UK was to hold the very first National Florist Day, and according to the organizers, the amount of instant positive feedback has been incredible.
Because alongside founding patrons Direct2Florist, Interflora, and Oasis Floral Products®, within hours, the new initiative gained the support of leading importer Optimus Flowers along with top wholesalers FleuraMetz and the Tom Brown Group.
With six other companies already expressing their keenness to get involved, it was most definitely not a Blue Monday but a truly wonderful reaction to a cross-industry project that aims to promote how wonderful florists are, why they should be the first port of call for ALL things floral and create a feeling of pride throughout the sector.
In fact, following a five-month build-up program of both trade and consumer activity, content, and promotional opportunities, June 8, 2024, will be a culmination of all that is wonderful about florists and the whole flower industry, the skill base required to make the magic happen and the exciting opportunities to encourage more people to look at floristry as a career.
Commenting on their decision to get behind the campaign, Paul Southwick, MD of Smithers-Oasis UK Ltd, said, “I think it’s a great concept. There are a lot of challenges in the industry, and I feel it needs a boost. Working together on a project like National Florist Day can only benefit the industry and support the florist, so I’m all for it.”
For both Direct2Florist and Interflora, it’s a chance to extend their member-focused remit of supporting real florists. As Simon Stirling, MD of D2F, said, “It’s what D2F is all about,” … a view shared by Nicole Moore, representing both Interflora and the Floristry Trade Club, who added, “Anything we can do to support and promote independent local florists, what they can do and how great they are, is a must.”
For National Florist Day founder Caroline Marshall-Foster, who owns Florist Trade Magazine and Good Florist Guide, it’s a dream come true; “To say I am thrilled National Florist Day is happening would be an understatement! Throughout my career, I have had the privilege of seeing just how wonderful the whole industry is, and I know first-hand the amazing things florists do to create magic moments for every possible occasion.
It has always been my dream to find a way of celebrating the faces of floristry from throughout the industry, showcasing our whole sector to the consumer world, and helping florists everywhere promote themselves on a wider scale. To see this come to life is amazing; indeed, it will be one of the highlights of my career, and I can’t wait to get started!”
To do everything on the wish list, the campaign has a target of £50,000 and has already raised £26,000. There’s a range of packages to suit every budget with loads of ways EVERYONE can get involved and work together to shout loudly and proudly about this amazing industry.
Over the coming weeks, the team behind National Florist Day will be releasing more details on how the campaign will work, announcing some of the amazing people already on board, sharing the consumer-facing activities already planned, and highlighting how florists can take full advantage of the PR and marketing opportunities in their area.
In the meantime, if you’re a wholesaler or supplier and want to show your support for your customers and the industry by becoming a stakeholder in National Florist Day, look out for the welcome letters or email [email protected] for a copy of the information pack.
