What they do
The Florist is a trade magazine for working florists, first published in 1949 as The Florist and Landscape Gardener. It was the first independent trade title for the industry, and the debut July 1949 edition carried an article from Constance Spry. The magazine moved to a digital platform in 2014 and marked its 75th year in 2024.
It covers industry news, floral design, supplier and market news, and profiles of the people behind the trade. The news section runs regular features, and the magazine celebrates florists through initiatives like its 100 Faces of Floristry list.
Who runs it
The magazine is owned and edited by Caroline Marshall-Foster, who comes from a third-generation flower-trade family. Her landscape-gardener grandfather, then her Constance Spry-trained mother (who edited the magazine before her) preceded her in the industry. It is published by Purple Spotted Media. Caroline is widely known across the UK and Irish trade as a connected communicator and a voice for florists.
She also founded National Florist Day, first held on 8 June 2024, and the Good Florist Guide, an accreditation scheme for florists across the UK and Republic of Ireland.
Who it helps
The Florist serves florists, florist trainers, wholesalers, growers and others working in the wider flower trade, with a UK and Irish focus. It is a place to keep up with what is happening across the industry, from supplier news to design trends and recognition for good work.
Notable initiatives
The first National Florist Day in June 2024 drew more than 1,000 florists from the UK and Ireland. Its inaugural 100 Faces of Floristry Awards received 533 nominations, with winners announced by Caroline across the week to a viewing audience of more than 45,000.
Services and programmes
What you get from The Florist
- Digital trade magazine covering UK and Irish floristry news, design and people
- Online news section with regular industry features and supplier updates
- 100 Faces of Floristry, a list recognising florists and others going the extra mile
- Coverage of National Florist Day, founded and run by the magazine's editor
Connected initiatives
- National Florist Day, the annual industry celebration first held on 8 June 2024
- The Good Florist Guide, an accreditation scheme for florists across the UK and Republic of Ireland