Hidden Passion in Rhyl has been accepted as a Master Florist, a recently launched directory of the finest florists in the UK. This prestigious accolade is only awarded to the very best florists in the UK who become part of this unique and exclusive directory service, which allows members of the public to quickly and conveniently find quality florists and order direct.

Each Master Florist has to pass a rigorous evaluation process and be approved by an independent panel of industry experts. To apply Hidden Passion had to submit a detailed description of their floristry business, images of the shop and of their work, references, details of any awards and their aims through running their business. This was then judged by an independent panel of experts, who currently reject the majority of applicants.

But not only are Master Florists the best, they also offer the very best value when it comes to buying flowers as there are no middlemen taking a cut. By ordering direct, consumers will be able to buy beautiful flowers that are seasonal, fresh and handmade into gorgeous, innovative and full value designs anywhere in the UK.

Jacqui Bell of Hidden Passion says of the accolade 'We are delighted to be accepted as a Master Florist. We are passionate about flowers, design, quality and in the service we give to each of our customers.'

Caroline Marshall - Foster, the UK's leading expert on florists, is responsible for setting up Master Florist. Caroline is Editor of Florist & Wholesale Buyer, the florist industry's bible, and owner of Wordhouse Publishing Group, a multi-faceted company providing services to all sectors of the flower industry. Master Florist is Caroline's way of sharing the knowledge she has gained through years in the industry.

Caroline says "Having seen the industry change I feel that consumers are increasingly losing out. Because I know where to go, when I order flowers I just pick up the phone and talk to the best local florist to get the best design. Everyone should be able to do that. Master Florist is sharing my knowledge and the insider knowledge of the industry with consumers so that they can get the same sort of value and service I do.

"It's so much better to talk to the florist making your gift. They'll know what they've got in stock, what's good that day, what they can get in advance and how much it will cost. Talking direct to a florist is also much more personal. And if there's something really special you want they will know how to make sure you get it. It's quicker, easier and far more reliable"

Nothing beats the experience of receiving fabulous flowers from a truly bespoke florist. With Master Florist there's now a truly independent network that puts the consumer in touch with the best florists in the UK and the only non-relay company to sign all its members to the British Florist Association Industry Code of Practice.

For more information about Hidden Passion please see their on-line feature on this site under Florists in the Business Guide.