JOIN USHow Jo turned floristry to floral designing biz
Having grown up in Staffordshire, floral designer Jo Moody was introduced to the world of flowers during her early childhood through her family’s retail floristry business.
Her passion and creativity to design bouquets led her to open her own flower business shortly after her graduation. Today, she has over 15 years of experience in the horticultural industry and runs a retail floristry business by the name ‘Moody Blooms’ in the UK.
Jo Moody was in the city recently to launch her line of bouquets ‘La Fleur’.
In an interview with Surupasree Sarmmah, she spoke in length about her decision to become a floral designer, challenges in the business and her floral design skills.
How did it all start?
My family is in the business of flowers initiated by my grandmother, who had been trained as a florist during the 1940s in the USA. After graduating with a degree in business and marketing, I decided to set up my own flower business. I put myself through floristry courses at agricultural college where I had an amazing tutor who helped me to see just how creative and diverse a career in floristry could be.
My husband and I relocated to the South East of England, where I joined a leading supplier of flower bouquets to UK supermarkets. This helped me express my passion for flowers through the floral designs which made its way to tens of thousands of homes in the UK every week. Today, I have my own business. I specialise in weddings, special venues and of course working with ‘La Fleur’.
Isn’t that an offbeat career you chose? What were the challenges?
In the UK it is not perceived as an off-beat career as the horticultural industry is massive. It encompasses not only independent florist retailers but a wealth of career options that include academic institutions, flower breeders and growers, importers, wholesalers, pack-houses that supply to the multiple retailers, event planners and stylists.
When I first started off, there were various challenges such as how to buy flowers effectively and therefore reduce my wastage costs and to educate the consumer about flowers and the skill involved.
Which is your favourite flower and why?
I don’t have an absolute favourite flower, but I really enjoy seasonal flowers, particularly butterfly ranunculus, daffodils, sweet peas and peonies. They’re only there for a short time and I enjoy them when they arrive. However, I also have a real soft spot for orchids. They are exceptionally beautiful and hold a special place in my heart as I met my husband whilst travelling in Thailand.
ranunculus, daffodils, sweet peas and peonies.
Tell us about one of your most interesting floral designing skills?
My clients tell me that I am a good listener and I am thrilled to know that I understood their vision and make it real through the use of flowers.
What is your signature style? Any specific colours or flowers that should be there in your arrangements?
My signature style is quite natural, using different textures of foliage to create interesting and beautiful designs. I always feel it is important that when looking back on a design, it has a somewhat classic edge. Flowers I use for arrangements depend on what the client likes, but I will usually always have a focal type flower such as roses, lots of foliage and soft muted tones.
What are the things you keep in mind when you design a floral arrangement?
This would include client requirement, cost, flower availability, the container, surroundings or for a bride and their dress.