Inside Morgan’s Masterclass: Why Florists Are Still Buzzing and Why You’ll Wish You Were There
Last weekend, florists from across Ireland gathered for an intensive professional floristry training workshop with Morgan Douglas Nuth and to say it was transformative would be an understatement.
Held as part of the Institute of Flowers’ ongoing commitment to raise the standard of floristry in Ireland, this one-day workshop focused on costing, commercialisation, design impact, and sales strategy. What unfolded was a day of learning, laughter, connection, and genuine “a-ha!” moments.
💐 A Masterclass That Delivered Real Change
Florists described the experience as:
“Absolutely fantastic”
“Creative rejuvenation”
“Inspired and re-energised”
“So many new skills in pricing and structure”
From practical costing techniques and new pricing models to ideas for website improvement, bouquet design innovation, and customer experience strategies—Morgan shared everything he knows about what makes a profitable, professional floral business in 2025 and beyond.
One florist summed it up perfectly:
“I found everything beneficial—from pricing to marketing, loads of ideas shared.”
🌿 What You Missed (And Shouldn't Miss Again)
This wasn’t just a feel-good floristry day. It was a high-level, industry-forward business workshop that tackled the tough conversations around value, margin, and the future of floristry.
Topics included:
How to analyse and structure your flower pricing for profit
Where to place designs online for the highest impact
Sales language that builds customer confidence
Design refreshers that felt “new, fresh and commercial”
Peer chats that left everyone feeling less alone in the work
“Pushing to up-sell more… being more cost-effective… learning longer-spread bouquets… better advertising ideas…”
These weren’t vague takeaways—they were practical changes florists are already bringing back to their shops.
📸 Beyond the Bouquets: Strategy, Sales & Self-Belief
Several attendees spoke about the mental shift they experienced. This wasn't just learning how to build a beautiful bouquet; it was about learning how to sell it at the right price with the confidence that you’re worth it.
Many florists left with a sense of creative clarity and commercial confidence—a powerful mix for anyone looking to grow a sustainable floral business.
And perhaps the biggest comment of all?
“Please have more days like this.”
🎯 Professional Floristry Training with a Purpose
Whether you're a solo florist working from a studio or managing a retail shop team, professional development is no longer optional—it’s essential. The IOF is proud to provide industry-specific training that blends artistry with business, and Morgan’s masterclass is proof of that commitment.
🌟 Don’t Miss the Next One
If you weren’t there, you missed a day that florists are still talking about—and implementing. But the good news? There will be more.
👉 Follow @InstituteofFlowers and stay tuned for upcoming masterclasses, guest experts, and opportunities to invest in your future as a florist.
Because it’s not just about flowers.
It’s about floristry with strategy, skill, and soul.
