Seed2Design Floristry Training

About Us

We are Alison Hoad and Dee Watkins, we are the joint business partners of this wonderful set up called ‘Seed2Design’.

The idea for the business came from an informal chat over coffee, we discovered that we shared a dream of opening a flower school with it’s own cutting garden. Following our hearts we put our resources and ideas together and ‘Seed2Design’ was born. We are now in our 4th year of trading.

Seed2Design has taken us both on an amazing journey.

You receive expert tuition and full demonstrations, we are very encouraging and supportive. We never run out of ideas so every design you make will teach you something new!

Our large cutting garden provides a sight for sore eyes when in full bloom. Selecting florist’s favourites including Narcissus, Tulips, Allium, Liatris, Antirrhinum. Sweet peas, Achillea, Scabiosa, Eryngium, Sunflowers to name but a few.

‘Rose Barn’ (open on Wednesdays and Thursdays).  A beautiful rustic building selling florist sundries, tools of the trade and unusual gift ideas.

If you would like to arrange a visit please email:

We demonstrate at Flower clubs . Email for details.

Alison Hoad HDF

Level 4 Higher Diploma Floristry.

Partner, Assistant tutor, Demonstrator and Garden Manager.

I am married with 3 grown up children.

My floristry adventure began when my children became more independent. I decided to start a floristry course with my now free time.  I attended 2 evening floristry courses, this is where I first met Dee, her teaching inspired me and I soon found a love for the art of floristry – it got under my skin!

I then achieved my Level 2 and Level 3 Floristry Diplomas with distinctions.  I ran a small florist for a short while, but decided I was still thirsty for knowledge so I decided to study level 4! (HDF). Dee was studying the course for her own CPD so it was great fun to work on it together. It gave me a greater understanding of the fascinating world of modern floristry. I achieved my level 4 with a credit.

Then after that informal chat over coffee I haven’t looked back!

Dee Watkins CERT ED, HDF

Certificate Of  Education. Level 4 Higher Diploma Floristry. Level 3 Coaching.

Partner, Lecturer, Demonstrator, Consultant/Mentor.

I am married with 2 teenagers.

My floristry journey began as a floristry apprentice 32 years ago, since then I have had a rewarding and fulfilling career.

I started in retail, working in different types of florists and then worked as a florist in Bermuda for a year which I recommend to anyone with the opportunity!

My husband and I bought  ‘The Village Florist in Lancing’, West Sussex which we ran for many years.

Then I fancied a change and decided to look at teaching floristry, my work experience students kept suggesting it because I was so patient and supportive. I was extremely lucky to find a role at Chichester College for a floristry lecturer. During that time I qualified as a teacher and continued to develop my floristry techniques to incorporate European designs.

I am lucky to have a dual profession and to have a passion for both. Teaching is amazing, passing on the tips of the trade. The best thing is teaching someone from the beginning and watching them grow into a confident florist.

In 2012 I decided to study the level 4 (Higher Diploma in Floristry), I did this for my continued professional development. I couldn’t believe it when I achieved the highest practical marks for the exam nationally and received ‘The Haybittle trophy’.

I currently split my week between Seed2Design and Highbury College in Portsmouth where I teach the Level 3 Floristry Diploma one day a week.

Institute of Professional Florists Launch Day

About Us IoPF-No.-10

Thursday the 15th of January saw the Institute of Professional Florists (IoPF) launched officially at the houses of Commons. Dignatories from all sectors of the industry were invited to attend the event hosted by Graham Brady MP and sponsored by Opiflor. During the launch the IoPF awarded Honorary Membership to leading florists Simon Lycett, David Ragg and Neil Whittaker for their life time contribution to the industry. Flowers for the event were provided by eFlorist and created by one of their members Dennis van Wonderen. Following the event the flowers were donated to Parliament as a gift from the IoPF and delivered by BFA Chair Brian Wills Pope MBE, BFA Vice Chair Sandie Griffith, IoPF member Dee Watkins Chichester College and Dennis van Wonderen BFA Events Director to number 10 Downing Street where they have taken centre stage in the lobby.