Ever thought about being a florist?

If the conversations I used to have in the shop daily are anything to go by, almost every second person has thought about becoming a florist at some point in their lives….that, or they know someone who ‘used to be’ a florist.

For a profession that seems so pleasant, at least from the outside, believe it or not it is becoming increasingly hard to find suitably qualified and experienced staff.

This isn’t an entirely new problem, floristry has always attracted a younger crowd, some, new school leavers who work whilst studying for their ‘real career’. But the trend has been and continues to be that the industry burns and churns through staff, working them hard and failing to offer something worth staying for. Finding qualified, experienced, seasoned professionals is hard.

There are so many things about working within the industry that are attractive. For a creative soul, you get to create new designs and arrangements everyday and keep yourself constantly challenged artistically. That in itself is a pretty incredible opportunity for anyone who wants to make a living out of making and creating.

Working with nature is also said to have countless health benefits in terms of lowering stress levels and anxiety.

There are jobs within the industry that can be relatively stress free too, which can be appealing, and there are of course opportunities to specialise in weddings, funerals and events, which do include some level of stress and pressure.

Physically, the job is not easy on your body, with long hours spent standing on your feet. And I dare you to ask a florist to show your their hands up close….coz they are not pretty, and we can be pretty self conscious about them.

But the biggest problem I believe with the industry attracting and retaining quality candidates is the fact that even after you have undertaken your training and received your qualification, you can only expect to be paid as a retail shop assistant. That’s the same wage you can expect as a sales assistant in a clothing shop or a corner store….yet you had to train for a minimum of 2 years.

The problem with that is that with no experience, a newly qualified florist can expect the same wage as a highly experienced florist. And by no means am I suggesting that the newly qualified florist isn’t entitled to this minimal wage, but instead, what is required is a clear grading system based on responsibilities and experience.

If that isn’t the case, what is there in place to retain staff?

That is why I believe we also see such a huge age divide in the industry. The older florists who continue to work in the industry have been working as a florist for such a long time, they perhaps lack the transferable skills or confidence to try something new. The newly qualified florists make up for their lack of experience with their confidence, however sometimes seem unwilling to ‘start from the bottom’. We are then left with a massive gap right in the middle; where the staff with enough experience and innovation would slot in. They would have adequate knowledge, but be flexible and open to new ideas.

🤔

I don’t think the grass is always greener, as I have tried other careers and don’t feel half the satisfaction I do when working with flowers…BUT I feel like we have lots of room for improvement in the industry.

What was the best thing about your job or industry?

Fwf x

 

 

 

 

 

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When you are creative, your mind works differently. I’m not sure exactly how, because let’s face it, I’m a florist not a neurologist, but it is plain for everyone to see that creative people seem to operate on another level.

Albert Einstein is quoted as having said “ Creativity is intelligence having fun” and I agree with this statement 100%. For me, being a creative does not mean that every time you try your hand at something new, you just get it right first go and it looks amazing. BUT what creativity is, is having a vision, using problem solving skills to execute that vision and having the motivation to give it a go despite what may result. It is not letting the self doubt stop you. Let’s be clear, it certainly is NOT the absence of self doubt, in fact I know MANY creatives who battle with self doubt and suffer from anxiety surrounding their creativity.

When you get hung up on every single thing you make being pretty and perfect, you will never experiment. And if you want to know something is 100% going to work before you even begin, the likelihood is you won’t be creating anything original, you’ll be replicating known formulas to ensure success.

One of the hardest things to do as a creative, is to find your voice as an artist. Allowing yourself to be so raw that you lay it all out on the table, and see if anyone likes it…. That is a pretty daunting thing to do. But finding your own style and being authentic to that style is key to feeling happy in your creativity. Every time someone buys something that you have created, they buy a little piece of you, and your heart. For that reason alone, when your designs are replicated, it really, really hurts. Aside from that it is unethical.

Over the years, I have lost count of the amount of times I have had someone else’s work brought in, to be replicated.  More often than not it’s for a wedding, and the simple fact is that people are shopping around. And when I say shopping around, I don’t mean that they are sitting down with different florists to brainstorm and see who’s style aligns with their own and can help create their dream wedding. They are simply price shopping. They have an image that they want replicated, but at the best price. The problem with this is that it really undervalues the original artists voice. It shows little regard for their artistry, and for all the experimentation they have done to get to that point, to create that beautiful piece.

On the flip side, it doesn’t show much regard for the artist you choose to execute it either. Have you considered their work and style? Now there is nothing wrong with taking in a series of images to give your designer an idea of the look and feel that you like. Inspiration boards are a terrific source of information for your designer. We welcome that

At the end of the day, running a florist is like running any small business. It is a balancing act, ensuring that you buy quality stock that your customers like, creating beautiful arrangements that bring people back time and time again. As far as creativity goes, it is realising that while some people buy from you because they love your quality work and your unique style, others shop based on price alone. This is something that every business needs to manage. Some people will love your brand and what you uniquely offer, others won’t even notice the details that set you apart.

Anyone who is a creative person knows things just don’t always work. Sometimes you mix your colours incorrectly or it just doesn’t translate into the design you thought it would be. For florists, seasonal changes make differences in the colour of blooms. Weather events can mean whole crops are destroyed and you need to make a decision on your best alternatives. But you know what? The creatives will think outside of the box. They are the problem solvers, innovators, inventors. Give them a challenge and they will accept. Give them a problem and they will solve it.

But the paint by numbers kind of artist who just finished the last bit of blue paint is going to go into a panic….because, well, they just follow the rules, and haven’t really had to think about how to create something beautiful before. I know who I’d rather buy from 😉

Fwf x

Featured Image : WGSN Insider

 

 

 

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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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I read an article the other day on 9homes that suggested that the future of buying flowers was an Uber-esque website called Bag a Bouquet. Like many platforms these days, what this does is offer you an array of products that are available in your delivery area from different businesses and suppliers. From there you can choose your bouquet based on style, or price, rather than having to sift through several websites yourself. Bag a Bouquet is the brain child of former property industry worker, 26 year old Xanthe Reynolds, who saw a problem in her own buying experience and made it an opportunity.

For some generations, this new world look at buying flowers will fit perfectly, but for others who value loyalty and a personalised experience, this will yet again miss the mark by removing the human component of gift giving. As a florist, when you want to create something unique, it is imperative that you understand both your client and the intended recipient, and how do you do that if you never interact with anyone? Simply choosing from a website picture just isn’t going to cut it on many occasions. And whilst websites are easily updated and changed daily allowing for seasonal variations, we are still working in a creative industry, Working directly with nature, and where many factors are beyond our control.

 

For Florist with Flowers, Tasteful white blooms is one of our most popular arrangements. When you choose an arrangement of all whites and greens you know that even when substitutions are made, the overall look and feel of the arrangement will remain the same.

Unlike the process of comparing hotels online, where the product is stagnant and fixed, with any fresh product there is always the need to make substitutions and design decisions based on what is available at the time. The reality is a bouquet in a picture is near impossible to replicate; there are colour variations, size variations, stage of bloom variations… There will also be differences in the way the stem has grown, and therefore the direction it naturally moves in an arrangement. These may sound so insignificant individually, but it can vastly change an arrangement. And it is also these little intricacies that can take a bouquet from average to awesome.

This I believe is the strength of knowing and patronising a small local business. Instagram, Facebook and other social media outlets are invaluable in growing your audience and bringing them into your creative world. There, you can show them how much talent you have in your business and develop a level of trust that means they will allow you to create what you think best suits a brief without specifying exactly what that will be in advance. It is then, that you are able to do your best work also.

But in a florist business there is also the need to manage expectations. When you are face to face with a client or on the phone, you are able to talk to them about any changes you may need to make to an arrangement and also mitigate any concerns they have.

Like any other buying decision you make online, I believe that it is always best to deal directly with the business that you are buying from. That means it is important to avoid any third party interactions. This is where communication generally breaks down, plus you will often find that some of the money you have spent is paid to the third party as an (often hefty) commission…..so despite spending a lot, you may not end up seeing the value in the final product. It is also much quicker and easier to deal with address changes, or any issues that need to be resolved if you are dealing directly with the business who executes the order for you….

My vote is still 100% for supporting an individual local business!

Just something to keep in mind!

Fwf x

 

 

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