Karen Massey is a highly respected florist, educator, and industry advocate, with over 30 years of experience in professional floristry. She is the owner of Fleurtatious, a successful floral business based in Leopardstown, Dublin, which celebrates 18 years in business this year.

 Karen began her floristry journey at the age of 13, working in her aunt’s flower shop, where her passion for the craft first took root. After completing a degree in Social Science, she chose to pursue floristry as a career, opening her own shop at just 25 years old—a bold step supported by a €95,000 business loan and a long-term vision for success.

 Her career is marked by significant achievements, including winning Platinum in Flower Shop of the Year (Flower Council of Holland, 2008), becoming the first Irish florist accepted into the Good Florist Guide—where she now serves on the council—and earning medals at the Chelsea Flower Show (Silver, 2014; Bronze, 2016). She also holds the prestigious Master Florist qualification, achieved after seven years of dedicated study.

 Within the Institute of Flowers, Karen leads workshop and training initiatives, championing high-quality, hands-on education for florists at every stage of their careers. She is a strong advocate for the recognition and regulation of floristry education in Ireland, with a clear vision for raising standards across the industry.

 Karen continues to draw inspiration from seasonal materials and the floristry community, with a particular appreciation for tropical varieties such as heliconia and protea.

 Her guiding belief is simple: continuous learning is essential, and a strong, supportive community is key to both personal and professional growth.