From humble beginnings to floral acclaim

Decorum have shared an exclusive and deeply personal portrait of one of the UK's most well known floral designers, Joseph Massie. Known for his botanical installations and his extraordinary career path, Joseph opens up in this new interview about what it truly means to stay creatively authentic.

© Decorum

From humble beginnings to floral acclaim
Joseph's story begins in Liverpool, where at just 14 years old he started scrubbing flower buckets for £2.50 an hour. From these modest beginnings, he built a world-class reputation through persistence, curiosity and a deep love for flowers. With over two decades of experience, multiple national and international accolades and five consecutive gold medals at the prestigious RHS Chelsea Flower Show, Joseph is now celebrated not only as a designer but also as a passionate educator and mentor.

Returning to the stage
In this video, Joseph reflects on his return to floral competitions after a ten-year break. Recently crowned UK Florist of the Year 2024, he is now preparing to represent his country at the World Cup Floral Art 2025. He speaks candidly about the pressure that comes with competition, the expectations of a public career and the personal drive that led him back to the arena.

Joseph's story is about far more than awards and titles. With warmth, clarity and humor, he speaks openly about his working-class roots, his experience with autism and the power of embracing imperfection. His creative inspiration comes not only from the natural world but also from architecture, art and the people around him. Whether he is creating for large-scale events, writing books, teaching through his Flower Class platform or hosting his podcast, Joseph continues to grow while sharing his knowledge generously.

Creativity, honesty and legacy
One of the most powerful messages in this interview is Joseph's belief in staying true to your own path. For him, floral design is more than technique or trend. It's about telling stories, evoking emotion and committing to lifelong growth. He believes creativity starts with curiosity and that true success comes from within not from comparison to others.

This film invites you to look beyond the flowers and discover the man behind the work. Whether you're a professional florist, an admirer of floral art or simply someone who values authenticity, Joseph's story is a reminder that craft, character and creativity go hand in hand.