Before I was a florist, before I even knew I could become a florist, my family and I used to buy flowers from this tiny little corner store with buckets and buckets of market fresh flowers. There wasn’t any arrangements or mixed bouquets there, but if you wanted them mixed, you simply chose the bunches you wanted and they would put it together. That was the quintessential old school corner store wasn’t it?  A true mixed business, where each member of the family had an essential role in the function, success and future.

Then, specialty florist shops began popping up: where you would expect to find an assortment of pre made bouquets and arrangements. You would of course be able to design your own mix from their selection of fresh cut flowers. The giftware, balloons, chocolates and other extras was limited in those days.

As the industry has changed, new opportunities have continued to appear. Studios have positioned themselves in a way that they attract Wedding and events work as well as workshops. Boutique florists create bespoke florals for product launches and media, as well as handling many celebrity clients. They may source a range of unique homewares, hamper items, giftware, vases, ceramics to offer their clients some beautiful gift items that are unique and gorgeous quality. And your trusty local florist is the one you can rely on for your everyday needs for your home or gifts and special orders.

Where do supermarket flowers fit into the picture?

For many, people will grab a bunch from the supermarket if they need something for a vase at home. And you can understand it in some ways- it’s convenient…and you know what, it also becomes part of the grocery bill in your head, instead of the luxury item you have gone to a specialty store for, right?

Over the last few years supermarket flower pricing has become more and more competitive.  Big supermarkets have even been attracting new customers with focussed, and specially designed menus of fresh cut flower arrangements and bouquets for BIG DAYS such as Valentines Day and Mother’s Day.

How about service station cut flower bouquets?

Maybe all the shops are closed, and you have been unorganised. Perhaps it’s a public holiday. Perhaps your local florist was sold out… Surely, these are the only reasons a person would find themselves browsing the flower stand at a place that your fill your car up with fuel.

Well, let me ask you this….what about hardware store flowers?

When you think about choosing a floral gift, in what universe do you find that in a hardware store?

For a little while now, Bunnings has been stocking flower arrangements and bouquets. I was flabbergasted when I walked in the entrance to be confronted with a stand of arrangements. They were located at the very front of the store so that they were easily accessible  should you need to run in and run out. There was no comparison between what they do, and what we do, so whilst I was certainly surprised by this new addition, there is obviously some market for this style and quality arrangement.

In business they say the most important factor is knowing who your target market is. For many it is tempting to say ‘ everyone’ but unfortunately one of the biggest mistakes you can make is trying to appeal to everyone. Your product won’t appeal to everyone, it just won’t. So the sooner you define who your customers are, and how to give them what they want, the stronger your business will be. So rather than worry about all the things everyone else is doing, Florist with Flowers is focussed on what we do best.

Have you seen one of latest additions in store? These ‘Living Portraits’ are a gorgeous gift idea.

Fwf x

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I remember when I made the decision to focus my floristry career on wedding work alone. It was a big decision, but I felt it was the challenge that I craved, and something I could really throw myself into. I also felt that I had enough experience behind me to put me in a good position to guide clients in their choices for one of the most important days of their lives.

Some of the time, getting on the same page, would come quickly, and at other times, both parties probably left the consultation unsure if we really ‘understood’ each other. In order to mitigate some of the potential issues, as well as including the flower types and names of varieties (which probably means little to someone outside the industry anyway) we would also include an overview of the colour palette, as well as approximate quantities of each colour, and a description of the overall look and feel in colloquial language. But I’m not going to lie….across a career of thousands of weddings, I’ve had my fair share of ‘failures’. And whilst the bouquets may have been aesthetically beautiful, they did not meet the brides expectation.

This week, I have heard a few discussions on similar experiences; the disappointment in that despite their best efforts to be completely transparent, some bits of the creative process still seem to be lost in translation. Then there are other cases, where the colours just were not right, or a major change was made and never discussed with the client…or worse, items were never delivered to the venue.

As a supplier, we must be able to decide whether we are responsible for failing our client. We must be able to look through the brief and honestly answer whether we met it. And when we are in the wrong, we must own it.

Sometimes however, people experience a post wedding low. It has the same intensity as a wedding high, but sits at the other end of the spectrum. The wedding high brings all those exuberant feelings; elation, euphoria, happiness, giddiness, optimism and gives you the ability to overlook details that seem insignificant.

The post wedding low, can be where things go wrong, and it is understandable. After months, or even years of working toward a goal, a momentous,  beautiful day where every whim and every wish is realised, daily life hits you with an almighty thud.

The realisation that that big project is over can leave people wondering what to do next. Does that sound ludicrous? Believe me, this is a REAL thing.

For suppliers, post wedding day lulls, can surface complaints that did not exist on the day. And for creatives, like florists, it really hits us where it hurts….the HEART.

Unlike many other wedding suppliers, florists get no second chances. The flowers are one of the last pieces to the puzzle, and responsible for kind of tying everything together….and no one wants to get it more right than your wedding florist. When we get it wrong, it keeps us up at night…literally.

So, if I can give one piece of advice, I would say that when you choose your wedding florist, choose a company who creates things that you drool over all the time. Choose someone who has a natural style that aligns with your own….then, I believe you will get something that you think it just perfect for your big day.

Fwf x

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