“This has massive impact on our economy and the environment,” explains Jonathan, “and I think this is something that should be supported and applauded.”
As the floral growing industry expands, Jonathan is also involved in visiting schools talking to youngsters about the burgeoning opportunities there are in the industry. “As a kid I used to love growing things, in my parents’ garden where I was given a patch and in my grandparents too. It never occurred to me though that a career in flowers was an option.”
Like for many things, the Covid lockdown really helped here. People were out walking more and really connecting with their local surroundings in a way that a hectic working lifestyle didn’t previously allow.
“People had the luxury of time to see and appreciate beautiful things all around them and then they wanted to bring an essence of that inside their homes.
“I think nature and flowers are really good for people’s mental health and sense of well-being.”
As well as wanting floral design to be affordable for all, Jonathan is also keen to demonstrate that it is also a skill or craft that is achievable by all as well.
“I like to throw away the rule book and at the shows try to demystify it. People often think they aren’t creative, but with a little pointer here or there anyone can make a floral display.
“I just give people a few tips. It might be about the container they use, the scale or addition of foliage but there are no rules just guidance. People comment that I’ve not used an odd number of flowers but I explain it really doesn’t matter.
“They also worry about colours not going together and again, I say look to nature. If it’s been created by nature it will work. That’s also the joy of foliage, not only does using lots of it make displays look less contrived, the greenery works as a buffer, often softening it allowing you to use multiple colours.”
As well as being a regular on the flower show circuit, Jonathan is an Ambassador for British flower farms of which there are a growing number. He was also instrumental in the concept and design for the hugely popular British Flower Bus, which he took around the major flower shows as an educational and promotional vehicle to raise consumer awareness about our amazing British growers.
“I’m really passionate about using British flowers and it’s something we can all get involved with. If you’re buying from a flower shop, ask them what’s in season in this country and where their flowers are from. It all helps to support our own economy.”
While boxes of blooms are still undoubtedly shipped in from around the world, Brexit and the additional charges that added has opened up the market for British growers.
There has been an explosion of British flower farms, from smaller artisan growers, many working under the
www.flowersfromthefarm.co.uk banner, many of them also working as designers not just sellers, to massive growers, producing cut flowers on an industrial scale.
LIVE24-SEVEN.COM
Instead Jonathan went to university where he did a degree in Ancient History.
“Horticultural college just never seemed an option thirty years ago but maybe there just weren’t as many great course options then. I’d kill to have been able to do some of the courses that are out there now.
“There are a rich variety of careers in the industry now too and as well as working in flower shops, you can do floristry for events, even working on cruise ships, there are so many choices. Fortunately the UK is bucking the trend at attracting more youngsters wanting to come into floristry.”
Whilst the flower shows keep Jonathan fairly occupied from April through to September, he’s not resting on his laurels outside of those months. He runs numerous courses and workshops, mainly close to home in Derbyshire during the winter months, particularly festive floral decorations. He has of course also got his own garden to tend, planning and preparing in the winter months ready for spring.
“I’ve got a pretty garden but also my own cutting garden in rows and in beds but like everyone, I sometimes have a bad year for a specific flower and there seems to be no reason for it. It’s all part of the joy of gardening.
“I am away a lot of the time in the summer and sometimes it just has to look after itself and not be too needy. Sometimes it’s just a case of tough love and it is left to its own devices. It’s a case of survive and thrive.”
The RHS Malvern Spring Festival runs from May 11 – 14 at the Three Counties Showground, Worcestershire. For tickets visit
www.threecounties.co.uk
For more information on Jonathan Moseley’s own courses, visit
www.jonathan-moseley.com
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ENTERTAINMENT JONATHAN MOS E L E Y
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