David Domoney is a familiar face to millions as a garden and nature presenter on national television, and the author of two popular books on plants. You might find him relaxing in his own garden or scuba diving — but more likely, you’ll find him working. After more than 40 years as a professional horticulturist, his passion for helping people connect with nature is as strong as ever.
Javado has had the pleasure of collaborating with David on several projects, and we recently sat down with him for an inspiring conversation.
Becoming a Plant Enthusiast for Life
“As a teenager, I had a little business going — mowing pensioners’ lawns and tidying up their gardens. I was earning money from a very early age, and I enjoyed it too. My father noticed I had a knack for it, and when I left school, he paid for me to go to college to study plants. I loved it so much that I ended up studying horticulture at three different colleges. So you see, I spent quite a bit of time — from an early age — discovering the amazing world of plants.
When I finished my studies, I was offered a position with a large garden retail group. I had the opportunity to work in every aspect; the shop, the plant area, the office. I then joined another company, taking on the role of sales and marketing executive for what was probably the largest group of nurseries in East Anglia at the time. I headed up sales and marketing across the group towards the end of the 1980s, just as the rise of garden centre chains and retail multiples was beginning to reshape the industry.
Then my career shifted from selling to buying. I first became buying director for a group of garden centres, and was later offered a role heading up procurement for 250 superstores. That’s how I came to know the Netherlands very well — I made regular buying trips throughout the 1990s, which were not only highly enjoyable but also a valuable part of my career that I still draw on to this day.
When I was offered a senior management path in general retail, I sensed it was a pivotal moment. I turned down a sizeable role — simply because I didn’t want to leave plants behind. I just wanted to return to my area of expertise. I went back into horticulture, started my own business, and now I’m certain it was the best decision I could have made.”
Cultivating a TV Career
“As the 1990s drew to a close, I established my own garden design and landscaping firm, which led me to create show gardens at prestigious horticultural events like the Chelsea Flower Show. I was commissioned by a wide range of companies and major charitable organizations to design gardens that reflected their brands or causes. It was quite a thriving business for me during the early 2000s. The last major garden I built was for the Commonwealth War Graves Commission, to celebrate their centenary. In total, I’ve created 38 medal-winning gardens, all united by a common thread: they convey the message that gardening is intrinsically connected to happiness, contentment, and remembrance.
It eventually led to an opportunity in mainstream TV, and funnily enough, I was actually quite well prepared for it. To explain why, we need to go back in time. At school, I did a bit of child acting for television. Then, later in my career—when I was working with the multiples, sourcing plants—one of my key responsibilities was ensuring that the staff across the hundreds of centres I bought for were well informed. So I hired a camera crew and while visiting the nurseries, I would make videos. “Here I am in the Netherlands and look at these daylilies that are coming in next week…” I would talk about the plants’ key benefits and how to care for them. It was all about motivating the staff who were selling the plants—and sales went through the roof.
So there I was, the first time as a presenter in front of a camera for a very big TV show and it felt completely natural. It’s so much easier to present on a topic you genuinely love. When you’re passionate about something, it comes across.
On a Mission to Inspire People
Plants and nature have brought me so much joy and happiness—I feel a strong desire to share that with as many people as possible. I use a wide range of media to promote the joys of gardening. I’ve just written my second book (see box), and I’ve built a sizable social media following of 1.1 million across all platforms. And of course, there are the TV shows, where I aim to reach a broad audience and show just how enriching it is to bring nature into your life.
Empowering Garden Centres Through Storytelling
At its core, what I do is exactly what garden centres can do too: help people take their first steps into the world of plants. That’s why I strongly recommend making use of social media. The key is to post consistently and, more importantly, to truly understand your customers’ needs. Why not start by asking your followers what they’d like to learn more about?
Topical content works brilliantly. So, if the rain starts falling in summer, post tips on how to protect your plants from slugs. The seasonal nature of gardening is a powerful tool—combine that with regular posts, and you have a winning strategy to grow your social media presence and inspire people to get gardening.
And there’s one thing I absolutely love, which brings everything together: public speaking. As a garden centre, you can hire me. I have a deep respect for the unique identity of each centre, which is why I always arrive two hours early. I walk around with a few trolleys, gather a selection of seasonal and visually appealing plants, and get to know the garden centre. From there, I have a wealth of anecdotes ready to craft a lively talk—showcasing the best the garden centre has to offer, and revealing the stories, secrets, and uses behind each plant for people’s homes and gardens. No two talks are ever the same.
Garden Trends Explained
At its core, the principles of gardening remain unchanged: we are curators of nature. What does change over time is how much we value plants. Just after the war, when people began growing their own food, appreciation was at an all-time high—children were taught to garden because it was part of a national effort to support society. In the years leading up to COVID, much of that awareness had faded. But the pandemic triggered the greatest shift in attitude the modern horticultural industry has ever witnessed. It elevated the value of the garden immensely. People now see their gardens as peaceful sanctuaries, and it is widely recognised that being close to plants and nature enriches both mental and physical wellbeing.
Looking ahead, the biggest challenge may well be the rise of artificial technology. As screen engagement grows, it increasingly replaces outdoor activities and time spent in nature. I often give lectures on the relationship between nature and AI, and why it’s vital for our future that the two find a way to coexist. Did you know that a report by the World Health Organization shows that people in Europe now spend 90% of their lives indoors? That’s why I believe campaigning to reconnect people with nature is more important now than ever before.
Garden centres have a unique role to play in that mission. Their task is not just to promote specific plants, watering cans or spades—it’s to tell the bigger story. Most garden centre purchases are made with one goal: to improve quality of life. It’s not just about the product. It’s about a way of living. It’s the scent of honeysuckle in the evening air. It’s the sound of birdsong in the morning.
