Details Attends FleurEx 2024

We had an incredible time at the British Florist Association’s FleurEx event held at the University of Nottingham this year! Corrine Heck, our CEO, and her husband Greg proudly represented Details Flowers Software, diving into two days filled with networking, creativity, and building relationships with our new floral friends in the UK.

One of the highlights of our booth was an interactive painting that held a special journey. We originally introduced it during the SAF Annual Convention in the U.S., where florists marked where they were from on the canvas. Then, we brought this piece to the UK, inviting attendees at FleurEx to mark their hometowns. This beautiful, growing tapestry will soon hang in our office as a reminder of our growing global floral family. It’s a meaningful symbol of the connections we’ve made on both sides of the Atlantic, and we couldn’t be more excited to keep growing together.

We also had the pleasure of catching up with some of our dear friends, including Deirdre and Janette from Kay’s Flower School, whom we always love seeing. It was a joy to reconnect with Caroline Marshall Foster with the Good Florist Guide, who continues to do amazing work in engaging more people in the floral industry. It's wonderful to see our customers like Katrina Skybak Doyle from Cloud Hill Flowers, Sarah Horne, and Karen & Nick Smith from Oops a Daisy Florist.

Saturday evening brought the excitement of the BFA Awards, where we were thrilled to be honored as Service Provider of the Year amongst some other notable standouts! It was an honor to be recognized among so many incredible talents in the floral community.

Congratulations to Joseph Massie, who was named UK Florist of the Year 2024 and will now go on to represent the UK at the World Cup Floral Art 2025. A big shout-out to our friends at Crosslands Flower Nursery for winning Grower of the Year and Oasis Floral Products for being named Sundries Supplier of the Year. And our friend Katrina with Cloud Hill created gorgeous flowers for the evening's festivities. Simply beautiful!

Throughout the event, we were blown away by the incredible talent on display at The Flower Lab, which featured mini demos and interactive design. Both days were packed with amazing masterclasses and design demonstrations from floral masters like Morgan Douglas-Nuth, Helen Jamieson, Lisa Pålsson, and Elizabeth Newcombe.

We’re so grateful for the opportunity to attend and the warm welcome from our friends and partners in the UK. FleurEx 2024 was a memorable event, and we can’t wait to continue building on the connections and inspiration we found there. Thank you to everyone, especially the team at the British Florist Association, who made this event so special!