Joseph Massie, one of the UK's leading floral artists, is featured in a new and exclusive video interview in which he shares his personal and professional journey. Massie talks candidly about his background, his return to the competition arena and his views on craftsmanship, creativity and the importance of authenticity.
Massie's career began at the age of 14, cleaning buckets in a Liverpool flower store for £2.50 an hour. He has since become one of the absolute world's top floral designers. With more than 20 years of experience, dozens of national and international awards and no fewer than five gold medals at the prestigious RHS Chelsea Flower Show, he has definitely made his name.
Comeback at the highest level
After a ten-year break, Massie returned triumphantly last year: he was named UK Florist of the Year 2024. In 2025, he will represent the United Kingdom at the Floral Art World Cup. In the video, he talks about the pressure of competing, but also the joy, personal growth and why he is taking on this challenge again.
What makes this feature special is the way Massie intertwines his personal experiences with his professional vision. He talks about his working-class background, his experience with autism and the importance of embracing imperfection in creative work. He finds his inspiration not only in nature, but also in art, architecture and everyday life.
As founder of Joseph Massie Studio and the educational platform Flower Class, he is actively committed to knowledge sharing within the industry. Recently he released his first book, started a podcast and gave master classes worldwide to inspire the new generation of floral artists.
"My only competitor is myself."
According to Massie, floral design is not about trends, but about expression, wonder and storytelling. In the interview, he stresses the importance of curiosity, perseverance and staying true to your own path. His message is universal: true creativity begins when you have the courage to be yourself.
