December’s Details University Live session featured special guest Caroline Marshall-Foster. As the Publisher and Editor of Florist Magazine—a trusted voice in the UK floral industry for 75 years—and the founder of the Good Florist Guide, Caroline has spent her career keeping florists informed and inspired on trends and events globally. During the session, she shared insights into her incredible initiative, National Florist Day, discussing its origins and offering ideas on how florists in the U.S. could participate in this impactful celebration. If you could not join us for this session, here is what you missed!
Caroline Marshall-Foster is a third-generation florist with a deep love for our industry. The Good Florist Guide was created by Caroline, daughter of a florist and editor of The Florist Magazine, the UK's oldest floral trade publication. Frustrated with the poor quality of floral orders in the 1990s, Caroline shared her list of trusted florists with friends. This led to a platform customers could use to connect with vetted florists easily. The guide offers a simple way for customers to order from reliable, tried-and-tested florists.
The Good Florist Guide was created to distinguish between florists who provide excellent service and those who do not. The guide’s members are selected for their dedication to quality, customer care, and trend awareness. Each florist must meet high standards, submit portfolios, or receive personal recommendations. Those who pass the rigorous evaluation are awarded the prestigious Good Florist Guide roundel, often called the "Michelin star" for florists. The certification is renewed annually to ensure ongoing excellence in floristry. It is also a great support system for florists seeking advice or to network more in the industry. The exciting news Caroline announced on the show was that the Good Florist Guide will soon open to United States florists! If you are in the UK or US and you are interested in being a part of this community, select the Apply To Join button at the top right-hand corner of this website!
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In January 2024, Caroline and a dedicated group of florists launched National Florist Day in the UK to honor the hard work of florists and highlight their impact in creating meaningful moments. Caroline emphasizes that flowers can convey a message to anyone, anytime, reminding us of the significance of their work. Celebrated on June 8th, florists can access various resources to promote the day and engage their communities. Excitingly, National Florist Day will debut in the U.S. in 2025—stay tuned for the official announcement!
Caroline has had the privilege of traveling the world, attending many industry events, building lasting relationships, and learning from others in the floral community. One of her favorite events is the AIFD Annual Symposium, where she once experienced a designer's work so beautiful it moved her to tears. She also recommends the Society of American Florists Annual Event for florists seeking business-focused sessions that offer valuable takeaways to apply to their operations and growth.
Thank you to Caroline for joining us for the final Details University Live session of 2024! We also thank everyone who participated in our sessions this year. We’re excited about what’s to come and can’t wait to introduce you to the incredible guests lined up for 2025. If you missed the session or want to relive the highlights, watch the official replay of the December Details University Live session below!