I KNEW IT!

YOU’RE the visionary

YOU ARE AN ARTIST - A CREATOR OF BOUNDRY PUSHING, CUTTING EDGE FLORAL DESIGNS. IT’S CLEAR THAT WHEN IT COMES TO CREATING THE EXTRAORDINARY, YOU’RE THE only ONE TO CALL. WHAT SETS YOUR WORK APART FROM EVERYONE ELSE? YOU SEE BEYOND FLOWERS AND TRADITIONAL FLORISTRY AND KNOW THAT YOUR WORK IS TRULY VISUAL ART. YOUR SIGNATURE? YOU DELIVER THE UNEXPECTED, embracing unusual concepts and diverse interpretations - you redefine the boundaries of floral design and invite the rest of the world along for the ride.

Making a living (and a good one at that) is the dream of every Visionary out there. Problem is, well, there’s no rulebook that tells you how to do that. Instead, you’re caught in the middle of a confusing marketplace that either highly values your work or has no problem telling you loudly, that you should be honoured to “collaborate” on a styled shoot.

FOR FREE. *insert eye roll *
People tell you that you’re too expensive or don’t understand your work and it makes you question everything. You are often expected you to work for free so that you can “showcase your art”. You worry that your designs are too out there and not commercial enough - how are you supposed to set a rate for such niche work or even find anyone who has a need for it in the first place. You know that the styling and collaboration market is where you’d fit well, and you’ve seen on social media, others within the arena who are making six figures a year - but can’t quite figure out where or how to position yourself and why you’re not matching, or exceeding their income.

This self doubt, wondering if there’s space for you and questioning of your own value, well, it gets in the way of you unleashing your visionary talents into the World. And it gets in the way of the World being able to appreciate you, value you, (and pay you!) right back.

Let’s fix that now.

Hey there! I’m Joseph Massie.

Before we go any further, let me introduce myself. I'm the creative entrepreneur behind Flower Class, a revolutionary online learning platform for floral designers. I am also an artist, digital creator, podcaster, author and five time RHS Chelsea Flower Show Gold Medalist.  You might know me from my #1 Best Seller book, The Flower School  or my, quite frankly hilarious podcast, Flowers After Hours. However you have ended up here, if you dream of a fulfilling life full of your passions you are in the right place!

I turned £0 .00 and a passion for floral design into a 7-figure company, using designs, techniques and strategies that I now get to share with the world. Spoiler : I followed my passion, and it led me to build a business, and a life that I love.

Today, I get to teach you how to do it too.

With your artistic vision, and with THAT fearless pursuit of the, as yet unexplored, you’re the perfect fit for the high end market - with a scope covering installations, brand collaborations, photoshoots, styling and more. As an artist you can break florist records with your fees and command projects with exhilarating budgets and briefs. Your work can be as diverse as you are, and a single project can support you financially for the entire year. The possibility for brand collaborations is endless and your vision can take you to places even you have yet to imagine.

New florists can generally book gigs in the £1000-£2000 range, with a profit margin of around 30% - 40%.

With a little more experience, you can book commissions that are £3000 - £7000, and can command a higher profit margin of 35%-45%, and with more experience - the sky is the limit. Based on the Society of American Florists’ data from 2020, the average retail flower shop’s total annual turnover is £350,000 / $362,318, but with your skills, you can aim significantly higher, as budgets for wedding florals tend to be a whole lot juicier than the average flower sale.

Let’s be clear - with your archetype, there is huge potential for creating significant wealth THROUGH DESIGNING AVANT GUARDE FLORAL ART - you just need to know how to get there.

When you're ready, I'd love to show you how to make these changes, through my education platform - Flower Class. In the meantime, I’ve some free resources I’d love you to check out.