Westflor Proud Sponsor of FleurEx Florist Competitions
Whilst we love to encourage every florist out there, we think it’s really important to encourage future florists in their professional development.
That’s one of the reasons Westflor has sponsored the Student Competition at BFA FleurEx – Schedule 1.
What we're up to at FleurEx & Why?
Here at Westflor we’re keen to play an active role in encouraging the next generation of florists, after all they’re the future of our industry. That’s why we’re sponsoring the Student Competition at FleurEx 2025.
As anyone in the industry knows, there is much to learn in the floristry world. Whilst having a natural creative flair is beneficial, training is key, whether that’s in college or in a business. Pairing training with competitions and you have the perfect recipe for florists to push the boundaries, experiment, be creative, and certainly stay on their toes! Out of all the competitions we could sponsor, we really wanted to encourage those participating in training, they’ll be the competitors representing the country in the future – even if they have no idea of that at the moment!
Whilst we have a very strict Trade Only Policy at Westflor we welcome florists starting out to come to our warehouse. Once they’ve introduced themselves, shown their student card and proof of the course they’re undertaking, we’re pleased to help them to find and purchase the products they need to grow their experience, knowledge, and gain their qualifications (or to compete in competitions!).
As one of the few truly independent flower, plant, and sundry wholesalers in the UK we’re not encumbered by the needs of shareholders! We invest money back into our business and our industry to improve it for you – our customers – after all – you’re at the heart of what we do. Our core focus will always remain the same — to provide top-quality products with outstanding service — but we’re pleased to support our future florists too, including investing in them this way.
Who, What, Where, When & Why - In a nutshell!
Who: the BFA – British Florist Association
What: The UK’s biggest floristry trade event
Where: East Midlands Conference Centre
When: Saturday 4th & Sunday 5th October 2025
Why: Because our industry deserves it and for all the reasons shared in the next section!
About FleurEx
If you’ve never been or followed the happenings at FleurEx, it’s a weekend jam-packed with a whole load of inspiration and information for florists.
It includes:
Exhibitors
Exhibitors of florist products and services showcase what they have to offer, or allow florists to put a face to the name of someone they may have chatted to often already.
Main Stage Demonstrations
This is where you’ll find world leading floristry designers sharing a tonne of inspiration. Expect creativity, trend insights and plenty of ideas to take back to your business – although they’ll also be designs that will need adapting to integrate into your own work – but it’s great to get some red-hot inspiration that isn’t always ‘commercial’!
Meet the Demonstrators:
International Designer – Daniel Santamaria & Homegrown (International) Designer – Joseph Massie
This year the BFA have switched things up, each designer will have the whole stage to themselves in hour slots that take place throughout all of Saturday and Sunday!
The Flower & Plant Lab
These have proven to be hugely popular, and with good reason…
Flower Lab also offers live demonstrations, but these differ greatly from the main stage. They’re from UK florists just like you. They’re creating designs with business in mind. There are also the interactive stations enabling you to create some floral jewellery!
Plant Lab will offer a fantastic dose of inspiration of plants and plant designs and boost plant sales for your business. There’ll be loads of hints and tips, stunning displays of plants, as well as a chance to get stuck in and try something new. As we know only too well at Westflor Plants are one of the strongest trends to run through the past few years – plants aren’t going anywhere – and this helps florists make the most of the demand.
Business Drop-ins & Ask the Experts
Two separate initiatives both provide quick business focuses essential information.
Business drop-in sessions – aimed at bringing you information, inspiration and knowledge on topics that matter to your floristry business.
They include:
- Helena van Achterberg, Marginpar – Know the stories behind the flowers you use.
- COM:POST and Richard Eagleton – The value of waste
- Rachel Cooper, The Botanical Business Hub – Wedding Proposals: Create Quick Visual Mock-ups That Sell & Marketing: 5 Ways to Make More Sales with Email Marketing
- Lou Chudley, Social Spark – Instagram Best Practices for Florists
- Chris Norris, Cultivating Your Floristry Brand: From Petals to Personality.
- Gemma Wakerly, Digital Florists – Pricing for Florists: Avoid the Common Pitfalls
Ask the Experts – They’ll host 10 x 6-minute slots over a one-hour session each day
New for 2025, Ask the Experts is a quick and dynamic way to get the answers to any of your industry questions. Think speed dating with a load of floristry experts. No agenda and no selling – just leading industry experts here to answer your questions!
Workshops
The workshops take on a new look for 2025! The hands-on sessions are just an hour long, each has a topic so participants can learn more about:
- Wiring Skills
- Gluing Skills
- Leaf Manipulation
- Gift Wrapping
Competitions
Two sets of competitions take place over the weekend.
Saturday – UK Florist of the Year & UK Florist of the Year: Newcomer
Each competition has 6 finalists – the top scoring florists from 5 regional BFA heat competitions. They’ll be carrying out a number of tasks, including a surprise item, in front of the viewing attendees throughout Saturday.
Sunday Competitions
These competitions allow florists from around the UK to enter one of 4 Schedules and bring along a ready-made design for judging.
This year the competitions are:
- Schedule 1 (Students Only (up to level 3) – Theme: Fashion Designer. Description: Create a lapel design to be worn at a fashion show after party by a leading UK fashion designer. Other info: Name the designer.
- Schedule 2 – Theme: Art Trends. Description: Create a Floral Arrangement for an art gallery incorporating a picture frame.
- Schedule 3 – Theme: London Fashion week. Description: Create a Cape design inspired by London Fashion Week.
- Schedule 4 – Theme: Funeral design. Description: Create a funeral design inspired by Missoni fashion house.
The BFA Industry Awards
Of course it would be remiss of us not to share a huge part of FleurEx – the glittering BFA Industry Awards and Gala Dinner on the Saturday evening.
We’re delighted to say we’re a finalist in the Local Flower Wholesaler of the Year Category – you can read more about that HERE.
The BFA Awards were created to highlight and celebrate all the dedicated and hard working people that make up the floral industry. It truly represents the best of the best and the BFA are pleased to showcase the work of all involved and we’re over the moon and truly proud to be part of that.
New for 2025
Whilst the Westflor Team will be there in person, the BFA appreciate that isn’t always possible for everyone, especially as tickets sell out every year!
That’s why new for 2025, FleurEx attendees are invited to come along to the Atrium bar from 8pm to watch a LIVE Stream of the Awards ceremony, enjoy a drink and soak up the atmosphere. This is a fantastic addition implemented by our forward-thinking florist association. It enables far more florists and industry professionals to enjoy the celebrations. It’s ideal for students that receive their level 4 and 5 Floristry certificates and lucky winners, including the FOY Competitors – they’re just a few steps away from the main stage to collect their awards and certificates, make the most of the photo opportunities, and of course enjoy your round of applause! What’s more once the winners are all announced, they can join in the party and dance the night away!
