I KNEW IT!

YOU’RE the empath

YOU ARE AN ARTIST - A CREATOR OF THOUGHTFUL, NATURAL, FLORAL DESIGNS. IT’S CLEAR THAT WHEN IT COMES TO CREATING BEAUTY WITH A CONSCIENTIOUS TOUCH, YOU’RE THE only ONE TO CALL. WHAT SETS YOUR WORK APART FROM EVERYONE ELSE? YOU CARE DEEPLY ABOUT WHAT REALLY MATTERS AND TREAT EACH AND EVERY ELEMENT OF YOUR DESIGn PROCESS WITH GREAT REVERENCE AND RESPECT. YOUR SIGNATURE? YOU LET THE NATURAL BEAUTY OF YOUR MATERIALS SHINE AND YOU ALWAYS TAKE THE EXTRA CARE TO USE TECHNIQUES THAT TREAD A LITTLE MORE LIGHTLY ON THE PLANET.

Making a living that is supportive of both yourself and the greater good is the dream of every Empath 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, capitalist marketplace that values profits and the hard hustle, telling you loudly that you need to compete, be the best, achieve the most and make the most. The way you want to do things takes a little more time, thought and money - you know it’s worth it, but do clients?

People tell you that you’re too expensive and it makes you question everything. Or they want you to provide florals that compromise on your personal values “Can’t you just …”. You worry about how to make a difference and how to find a better, more sustainable approach to your designs within an industry that is traditionally not all too environmentally friendly. You’re aware that your approach may be more time consuming and cost you more money - and so you wonder just how to set your rates so that people understand both your value and values. You know that you could apply your passion for sustainability to any floral market from weddings to retail, and you know colleagues who are making six figures a year - but can’t quite figure out how to both maintain your values and compete within the marketplace to earn an abundant income.

This battle of values and profit, well, it gets in the way of you being a beautiful force for good within 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 love of natural beauty, and THOSE heartfelt, sustainable values, you’re the perfect fit for the sustainable market - which is a growing desire within the world of floristry. You can implement your ethos in any area you desire, from weddings to retail, and with that, you have the ability to share a beautiful message and be paid extremely well for the extra care you take too. There is a growing desire from consumers to know more about the process, where their goods come from, how they are made. To make better informed choices that are better for the planet and they are happy to pay more for this too.

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

With a little more experience, you can book weddings 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 SUSTAINABLY - 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.