Journal — long-form from the Lacy Bird studio

Our journal is where the studio thinks out loud. Technique deep-dives, business notes for working florists, sustainability arguments, essays on what modern floristry actually means. Written by people who cut stems and price weddings, not marketers.

We publish here roughly weekly. Everything is written by working members of the Lacy Bird team — Sofya Veyber, Daria Shulzenko, Oksana Anikina, Oleg Belyakov — with occasional guest contributions from florists in our alumni network.

What we cover

The journal is organised into four rough categories.

Business — the working economics of floristry

Everything from how a small studio survives its first winter to how a mature wedding florist prices a destination event. This is the writing most floristry publications skip because it isn't glamorous. It is what separates florists who last from florists who burn out.

Read next:

• How to become a florist — the four realistic career paths into professional floristry, with timelines and income expectations
• Florist business plan template — the sections that actually matter for a florist business, from someone who has run one for 13 years
• How to open a flower shop — the working 2026 guide — the actual sequence of decisions and expenses, with honest numbers
• Hiring florists — how to find them, evaluate them, and keep them past the plateau of year three
• Flower shop promotion — 15 tactics for owners running lean
• Instagram for florists — how to grow the account when you can't yet hire an SMM specialist

Technique — how we build what we build

The design language behind our arrangements, broken down into teachable pieces. Not tutorials — the guides section handles those. Journal technique writing is about why something works: colour theory, negative space, the mechanics of modern floral design vs classical European style.

Read next:

• The Lacy Bird style — an articulation of the design language of our studio
• Focal centres — the maths that make a bouquet look more expensive
• Technical greenery — the invisible skeleton of a commercial bouquet
• The florist's moodboard — how we brief bespoke work
• The anemone tie — a 30-second fix for anemones opening mid-bouquet
• Florist hand care — the injury-prevention protocol nobody teaches
• Level up in 90 days — the concrete practice plan for florists past the plateau

Sustainability — the industry conversation we owe

Floral foam alternatives, locally sourced weddings, the carbon footprint of imported flowers, the slow flowers movement. This is a winnable industry conversation we plan to lead — most competitors mention sustainability but few write about it seriously.

Interviews and profiles

Working florists we admire, alumni doing interesting things, growers and suppliers whose work makes ours possible. Long-form conversations, not promotional copy.

Our editorial principle

Every piece in the journal has to answer one question: would we send this to a working florist we respect, or would it embarrass us? If the piece doesn't clear that bar, it doesn't publish.

This eliminates a lot of what fills the floral internet — the seasonal listicles, the SEO-optimised tips-and-tricks, the pretty photography with no argument. Our journal is closer to a working practitioner's magazine than a lifestyle blog.

For readers new to Lacy Bird

If you're arriving from search, three good places to start:

If you're considering the career: read how to become a florist end to end.

If you're planning to open your own studio: the florist business plan template is the closest thing to what we'd tell a founding partner.

If you want to see our design language: read our modern floral design course description in the academy section — the course structure is itself a journal-length piece on how we think about floristry.

Contribute

We accept a limited number of guest pieces per year from working florists and industry voices we respect. If you have an argument or a piece of craft writing you think fits, email lba@lacybird.com with a pitch.

Related sections

• Academy — our online floral design course and masterclasses
• Guides — practical how-to and care references
• Weddings — dedicated hub on wedding floristry
• About Lacy Bird — the team and story behind the studio