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British Flowers Week | Crafting an Online Presence: Masterclass for Florists

We're pleased to offer this event as part of British Flowers Week.

Online presence has never been more important, and the floristry industry is no exception. In this masterclass for florists, the Garden Museum is excited to host three experts in brand identity, websites and social media in a specially designed afternoon to give you all the tools you need to make your online floristry presence really pop.

Join Fiona Humberstone for an insightful session into how to create a brand identity that attracts the right clients, allows you to do more of the work you love and showcases the value in your floral style. Kelly Sparkes will help you understand what you need for your floristry website and why, without technobabble.  She will demonstrate invaluable tricks to help you optimise your website to draw in and engage your ideal customer and make your website convert better. And Rona Wheeldon from Flowerona covers the absolute fundamentals of using Instagram, including practical hints and tips and insider knowledge. You’ll learn how to optimise your Profile, build a cohesive Grid, create stunning on-brand images which reflect your style and brand, master video and grow your audience.

The afternoon runs from 12.30pm until 4pm, after which we will all retreat to the courtyard garden for a glass of fizz.

Please read our Visitors’ Charter and Q&As for the measures we’ve put in place to ensure your visit to the Museum is safe and enjoyable.


  • Fiona Humberstone

    Fiona Humberstone

    Fiona Humberstone is an exacting Creative Director and commercially minded Brand Consultant, who works with ambitious brands, bringing clarity and vision to every project she works on.
    Fiona has spent two decades in the industry: styling brands, creating websites and running workshops. She has owned, grown, sold and run franchises as well as founding, building and selling her own company. She’s the author and publisher of the bestselling books How to Style your Brand and Brand Brilliance. Fiona is passionate about empowering entrepreneurs to create incredible brands and runs inspirational online courses, game-changing workshops and highly sought-after retreats. She has a knack for capturing the essence of a business, finding clarity in a contradictory brief and translating commercial goals into visual assets. She is a creative thinker, an innovative marketer and a tribe builder.

  • Kelly Sparkes

    Kelly Sparkes

    Kelly is a design-led Web Developer and WordPress expert, helping creative businesses translate their brand and message into a beautiful, responsive website, optimised to draw in and convert their ideal customer. She worked as a web developer and designer for companies such as Sony Computer Entertainment for over 20 years, but now has her own Web Agency creating websites for floristry businesses like Flowerona and Tallulah Rose Flower School and her latest project - the new David Austin Cut Roses Website. Kelly is the creator of 'The Website Formula', an online course to empower small businesses to create and control their WordPress websites. In addition, Kelly has just launched a YouTube channel where she shares weekly WordPress, website and branding tips to help you start your website journey.

  • Rona Wheeldon

    Rona Wheeldon

    Having studied floristry at Southwark College in London, gained experience of working as a florist in a local flower shop in Surrey and for one of London's top florists, Rona now runs the multi-award-winning floristry blog, Flowerona ( She's grown an extensive social media following and trains people in the floristry industry on how to effectively use the different platforms, like Instagram, to grow their businesses. A photographer and writer, in the past Rona has worked freelance for New Covent Garden Flower Market. And recently she started a podcast called My Small Business & Me (, where she interviews small business owners, plus experts in web design, branding, marketing, photography, videography, well-being and social media.