An interview with the floristry legend and NAFAS national demonstrator, Jonathan Moseley. Jonathan is responsible for the NAFAS exhibit at the Chelsea Flower Show this year, which ECT Travel have sponsored.
By Richard Forsyth
ECT Travel: How did you get into floristry?
JM: I started at the age of 11 and was hooked!
My Grandad was a keen gardener and did the local shows so I began entering all the classes, including the floristry ones.
ECT Travel: How busy are you at the moment?
JM: As a NAFAS national demonstrator and also an international demonstrator with floristry I am committed to bookings through till 2016, so life is always manic.
I have just recently participated in a sundries forum for the UK’s largest floristry wholesaler, run a workshop for 40 students, spent three days installing tulip themed designs at Chatsworth for the Spring Booms events, had a Chelsea team meeting finalising details for the NAFAS Chelsea exhibit, and demonstrated at the Guildhall in Coventry as part of the South Midlands flower festival at the Cathedral. Life is never dull!
ECT Travel: Can you describe what happened on the NAFAS Symposium tour to the Netherlands in April?
JM: We enjoyed wonderful presentations from Dutch Master florists, visited stunning Keukenhof, were intrigued and educated by visiting a Vanda Orchid grower and fascinated by our visit and workshop with Astrid at the Greenhouse.
ECT Travel: You demonstrated at the Coventry Flower Show, The Power and the Glory, can you describe what you did?
JM: This was a large demonstration, using fabulous flowers representative of May.
I demonstrated six large scale designs, many with numerous additional placements. May is such a great time with everything so fresh and vibrant. The Guildhall was great for setting up to demonstrate in and I was thrilled to be involved with the event.
ECT Travel: How is the Chelsea Flower Show exhibit coming on? From the Facebook pictures it looks like a spectacular interpretation of one of Monet’s paintings. Can you tell us about it, how hard you have worked and how you have gone about this challenge?
JM: Being sole designer for the 20ft square exhibit at Chelsea has involved hours of preparation and planning. If I calculated the man hours spent it would be frightening. Inspired by Monet’s series of waterlily paintings and his stunning garden at Giverny, I wanted the Chelsea exhibit to be a contemporary interpretation of his work and a homage to the impressionist style of painting.
We have employed a wealth of alluring flowers married with contemporary techniques using wools, wires and felts to capture the artistic ingenuity of the artist whilst hopefully intriguing visitors to Chelsea with the skills of the floral designer.
Being a self employed floral designer for many years, I am not afraid of hard work, and the only way I survive the demands of my work load is by being terribly organised and efficient.
I hope employing these skills at Chelsea will make the build up for the exhibit as stress free as possible – fingers crossed!
ECT Travel: What makes a great florist?
JM: Vision, the ability to grow and change, versatility and energy. None of these however is any use without keeping the passion alive for the alluring beauty and love affair which we all should have with natural plant materials.
ECT Travel: If you have a favourite travel destination – where would that be and why?
JM: I do love Europe, particularly Holland. I travel their frequently with work and I never fail to be amazed at the scope of the floriculture industry and how stylish the Dutch are. I love Holland and perpetually remain mesmerised by the hypnotic quality of the canals, the spires of hollyhocks growing next to the regal canal house and then the spectacular sight of field upon field of tulips.
Venice would come in close second because its shabby vision of faded grandeur captivates the romantic within me, but Holland still wins heads down as a Mecca for all things floral.
ECT Travel: Other than floristry what do you like to do, how do you spend your time?
JM: Work is all consuming, but to relax I do enjoy escaping into the countryside with my three dogs or losing endless hours playing around in the garden, and reacquainting myself with the simplicity of nature.
I am a typical Gemini who loves peace and tranquillity but also craves a fix of city life and the bright lights every now and then. A good show, fabulous supper and a shopping trip also feature high on the agenda when I have the luxury of a floral detox.
See a range of floral tours at the ECT Travel website.















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