I decided to get a second use out of all those peach roses we used for the Peach Rose Color Study and do a study on how many roses it takes to line the aisle. I measured out a 12 feet long space and made the width 10 inches. I used to say the lining of the aisle would be 6″ wide on each side, but when I actually pulled out my measuring stick I realized it is closer to 8-10″ wide!

The Aisle Measurement – 12 Feet Long by 10 Inches Wide

1 Rose Per Foot

2 Roses Per Foot

3 Roses Per Foot

4 Roses Per Foot

5 Roses Per Foot

6 Roses Per Foot

7 Roses Per Foot

8 Roses Per Foot

100 Roses spread over 24 inch wide by 12 foot long space.

Lessons Learned:

Looks better to layer the colors instead of doing all one color as it adds depth

Hi Flower Friends,
Today’s Q&A comes to us from Michigan. (you can read all the questions here)

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Hi There!

I am in a quandary that seems to always resurface and I would LOVE to hear what others have to say about the topic of event/floral design ethics and code of conduct. ((Can I remain anonymous so I can blast all over social media?!)) Specifically when it comes to those clients who will do anything to undercut vendors … For example; the client who asks you to check out a proposal from a competing florist and offer them a better price…I personally will not touch these as I prefer not to work with clients who work this way. Or a competing vendor who sneakily gets a shopper to check out your pricing…PLEASE STOP! I guess I just wonder what others do/think/feel about this type of behavior and if we as professionals could agree as a whole to educate our clients about the nature of our creative business and respect our intellectual and creative property.

Food for thought…

Signed, Anonymous in Michigan

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The Answers –

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Please do build your business ethically and in your own creative way, there are plenty of seasoned professionals willing to mentor a newbie should you need guidance. It is also important to enlighten your clients (and competitors perhaps) about the nature of our work and that what we are creating is indeed creative intellectual property that should be respected as such.

Thanks so much for posing these fantastic and sometimes sensitive questions, looking forward to hearing what others have to say! And thanks always to Flirty Fleurs for being a brilliant facilitator of this invaluable forum!

Jennifer, Bloom, Michigan

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For me this has not been a problem for years, the under cutting and “stealing” work. This is my thought I am good, I am great at what I do and with that comes a price. I am not afraid to post my price on my website and also my minimum. I don’t want “cheap” clients I want, clients that want me period…..
Maybe in the beginning years I would cut my throat just to book a wedding. But after seeing my losses I just new I had to change my game plan. Hence I worked on branding myself and my company, working on being the best in my area and selling not only flowers but the whole package and that means you get me and my expert floral experience. I am not being snobby in fact far from it. I am busy enough and I don’t have time to wonder what my competition is up to. I know they are out there hustling too. Keep your nose to the grind stone and work at what you know is best and you don’t even have to think about the others undercutting. I only worry about myself and what I have to do to get to the next season. One thing that really helped me is I posted my minimum floral prices on my website. I was scared to do it but I know it really helps weed out the lower budgets.
Tracy, Park Place Design, Michigan

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I get a lot of clients who want a quote from me by email. Sometimes I will give ballpark figures of what brides will typically spend and that will get me the consultation, but I refuse to give firm quotes without meeting the clients in person. Part of what I am selling is me and my customer service, and I can’t show that by giving random prices via email. Only a few times have I had a bride tell or show me what other florists have quoted. At that point, I don’t mind going through the quotes with them to see where there would be differences so they understand where the cost differences are. With my experience, those aren’t the types of brides who want quality artwork but the cheapest deal to get ‘er done. I have no problem telling a bride that I cannot match the price since I know my service and work is of better quality.

Andie, Dandie Andie Floral Designs, Toronto

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Do you have a question you’d like us to ask in a future Q&A session? Email it to us – info@flirtyfleurs.com

Good Morning!

By the time you read this Chad & I will be on a plane headed to San Francisco. We are going to my parents’ home to pick up all our belongings which have been stored away for the past 14 months. I think it’ll be like Christmas when we actually open up all those boxes (most of which are filled with floristry items).
It’s going to be a very quick trip; fly in, load up truck, start driving north.
My mom has been telling me that her Hellebores are blooming up a storm and she has tons of Hyacinths popping up, I can’t wait to see those!

You know what’s a really strange feeling? I will not be attending Chapel Designers in NYC this year. This is the 4th annual conference and I’ve been to the past 3! Just isn’t meant to be this year with the buying of the house and moving in.
I hope all of you who are going will have an absolutely amazing time, I know you will!!! I will be living vicariously while watching your pictures on Instagram, Twitter and Facebook of all the events!

Another week without flowers .. so I’m sharing one of my oldie, but goodie bouquets

Brea McDonald Photography

Your name: Emily Carter
Your Business name: Emily Carter Floral Designs
Your Location: Freeport, Maine

How did you start your business?
I had been in the floral design industry for well over a dozen years when I decided to start my business. My floral design career stemmed off from my artistic portfolio while in college in my early twenties. I trained with some of the best floral designers and found that designing flowers was yet another great form of artistic expression. I fell in love with mother nature and the ability to work with color and an organic medium like I had never known.
For over a dozen years I had worked in various aspects of floral design: hotel, retail, private events, and weddings. I finally decided to branch off on my own as I found that my true passion was always in weddings, private and corporate events more so rather than some of the traditional floral holidays that you inevitably get pulled into when working for a retail shop.

Sharyn Peavey Photography

How many years have you been in business?
6

What is your design aesthetic?
I love doing various styles of design; however I truly love working with the flowers when you see their organic lines. I also love working within tonal color palettes where the flowers blend together in a soft and romantic look and design.

How do you create your style and where do you draw your inspiration?
I draw a lot of inspiration from my clients, their style in everyday life. I draw inspiration from attire, the surroundings in which their event is taking place, but most of all, the season in which their event is taking place.

Brea McDonald Photography

What are the trends, flowers & colors that are unique to your region?
In terms of flowers, in New England we are so fortunate to be surrounded by some really wonderful growers. There is a phenomenal peony grower right here in Freeport and some beautiful dahlia growers that do a stellar job just up the coast. I feel so fortunate to be surrounded by such great farmers and I draw great inspiration by watching them work and all that they do to grow the stems that I work with.
I think that in years past, a lot of people that came to Maine for events thought more in a direction of mason jars and wooden boxes, but with a little encouragement a lot of clients are starting to think outside of the box (no pun intended). I am really enjoying helping my clients to see the other styles of design and how they can really complement the overall design aesthetic for their wedding.

Are you a retail shop, studio/warehouse or home based?
Studio/warehouse.

Sharyn Peavey Photography

Do you offer any services in addition to floral designs?
I actually pride myself on just focusing on floral design. I pour so much time and energy into the design aesthetic, floral budget and overall cohesive design of the wedding, as well as ensuring that the flowers integrate appropriately and beautifully, that I know that that is where my energy needs to be focused the day of as well. I do offer a great deal of consultation along the way to my clients in terms of feedback on linens and other rentals as well as the layout, but I keep my focus within the aspect of floral design.

What tool in your toolbox can’t you live without?
Joyce Chens…. love those! That and a good spool of wire.

Alante Photography

What’s your favorite flower?
Peony, poppies and anemones tie for me

Anything else you’d like to share with Flirty Fleurs followers?
As a designer that has a true passion for the artistry of floral design, I did get frustrated with the amount of time that it was taking me to create estimates for clients in years past. I founded Lobiloo, the most amazing floral design resource for florists, which has cut my time for creating estimates in a third. I promise any designer out there that if you give it an hour of your time to play with the program, Lobiloo will save you time and in the long run money as it has made a great difference to my company. I now have more time to dream up new designs and focus more on my clients, not just the computer and their cost outs! It has been a life saver for me and many other designers that are using Lobiloo. I would encourage any designer, new or old, to give it a try.

Sharyn Peavey Photography

Your contact information:
{ring} 207-865-4021
http://www.emilycarterflowers.com
www.emilycarterfloraldesigns.blogspot.com
http://www.facebook.com/EmilyCarterFlowers
www.lobiloo.com
https://www.facebook.com/lobiloodesign

Wayne Thiebaud, Three Machines, 1963. Oil on canvas. Fine Arts Museums of San Francisco. Art © Wayne Thiebaud/Licensed by VAGA, New York, NY. Floral design by J. Miller Flowers and Gifts. Photograph © Greg A. Lato / latoga photography

One week from today Bouquets to Art 2014 opens in San Francisco at the de Young Museum!
Truly one of my favorite floral shows, if you get a chance I do highly recommend checking it out!!
March 18‒23, 2014
Celebrating 30 Years of Art through Flowers

Richard Diebenkorn, Berkeley #3, 1953.
Oil on canvas. Fine Arts Museums of San Francisco, bequest of Josephine Morris.
Floral design by Woodside-Atherton Garden Club.
Photograph © Greg A. Lato / latoga photography

Now in its landmark 30th year, Bouquets to Art 2014 at the de Young will showcase work by 125 of the Bay Area’s most talented and renowned floral designers. This select group of artists will display original creations ranging in style from the classical to the avant-garde. They will draw inspiration from pieces in the de Young’s permanent collections, highlighting the diverse array of works in the museum’s holdings in American art to the 20th century, international contemporary art, art of the ancient Americas and Native American art.

In addition to pairing floral designs with the museum’s artworks, the annual exhibition features an extensive program of floral design demonstrations and activities for all ages. In honor of its 30th anniversary, Bouquets to Art 2014 will be on view for an extended run of seven days, allowing visitors to enjoy and revisit their favorite displays. Colin B. Bailey, director of the Fine Arts Museums of San Francisco acknowledges that, “since its inception the event has become a cherished San Francisco tradition for both art and flower devotees and draws an avid following from throughout the San Francisco Bay Area.” This year, Bouquets to Art 2014 coincides with the special exhibition Modern Nature: Georgia O’Keeffe and Lake George, celebrating the artist famed for her striking depictions of flowers and scenes of nature.

Bouquets to Art 2014 begins on the evening of Monday, March 17, with an opening-night gala and preview of the floral installations. The festive evening will include an elegant buffet catered by McCalls and will feature music by Switched ON Audio, the Jesse Barrett Oboe Quartet, and Alan K. Choy. The gala will also host Floral Fashions, a showcase of couture inspired by artworks in the de Young’s permanent collection, created and modeled by students from the Environmental Horticulture/Floristry department at City College of San Francisco.

Robert Henri, Lady in Black with Spanish Scarf (O in Black with a Scarf), 1910.
Oil on canvas. Fine Arts Museums of San Francisco, gift of the M.H. de Young Museum Society from funds donated by the Charles E. Merrill Trust.
Floral design by Natalie Bowen Design.
Photograph © Greg A. Lato / latoga photography

Bouquets to Art week will feature floral design demonstrations by locally, nationally and internationally acclaimed floral designers, among them two Bay Area favorites, the chief floral designer for the White House, and the artistic director of the flowers for the 2011 royal wedding of the Duke and Duchess of Cambridge. Bouquet to Art raffle tickets available for sale will provide the opportunity to win exotic travel packages, fine dining, wine tastings and other luxury items. There will also be seated luncheons by McCalls hosted on Tuesday, Wednesday and Thursday, and special hands-on art activities for children during the weekend. All proceeds from the entire Bouquet to Art event benefit the Fine Arts Museums of San Francisco.

30 Years of Bouquets to Art
Presented by the volunteer members of the San Francisco Auxiliary of the Fine Arts Museums, this popular and highly attended event is expected to reach record attendance numbers for its 30th celebration. Funds from previous presentations of Bouquets to Art have been used to support special exhibitions, art acquisitions, educational programs and special projects at the Legion of Honor and the de Young. Income from Bouquets to Art 2013 was used to fund, in part, the special exhibitions Impressionists on the Water, which was on view at the Legion of Honor from June to October 2013, and Modern Nature: Georgia O’Keeffe and Lake George, on view at the de Young from February 15 through May 11, 2014.

Bouquets to Art proceeds have provided invaluable support for a variety of acquisitions, including Wayne Thiebaud’s Three Machines, an engraving by Albrecht Dürer, prints from the Crown Point Press archive and a pre-Columbian sculpture dating to 1000 BC. Funds from this annual fundraising event are also essential for ongoing conservation efforts to keep precious works, such as the immense 16th century Triumph of Justice tapestry, in pristine condition so that they can be displayed for museum visitors.

Follow Bouquets to Art 2014 on Facebook and Twitter and tag your photos @deyoungmuseum #bouquetstoart

Georgia O’Keeffe, Petunias, 1925.
Oil on hardboard. Fine Arts Museums of San Francisco, museum purchase, gift of the M. H. de Young Family.
© Georgia O’Keeffe Museum.
Floral design by Sunshine Flowers and Event Design. Photograph © Greg A. Lato / latoga photography

Bouquets to Art 2014 Schedule of Events

Monday, March 17
Opening Night Gala and Preview
7‒10 p.m., with 5:30 p.m. entry for Patron ticket holders
Advance tickets required.

Tuesday, March 18
9:30 a.m.‒5:15 p.m.: Floral exhibits
10 a.m.: “Together Again for the Very First Time” Floral design demonstration by Ron Morgan and Shane Connolly
Noon: Luncheon in Piazzoni Murals Room
1:30 p.m.: “The Art of the Party” Presentation by acclaimed New York-based event producer David Stark

Wednesday, March 19
9:30 a.m.‒5:15 p.m.: Floral exhibits
10 a.m.: “Classic Design with a Modern Twist” Floral design demonstration by Paris-trained designer, Thierry Chantrel
Noon: Luncheon in Piazzoni Murals Room
1:30 p.m.: “Flower Inspirations in the Natural Style” Floral design demonstration by White House chief floral designer Laura Dowling
6‒8 p.m.: Fine Arts Museums of San Francisco member viewing hours

Thursday, March 20
9:30 a.m.‒5:15 p.m.: Floral exhibits
10 a.m.: “Floral Art of the Moment” Floral design demonstration by Soho Sakai, master of Ikebana, the Japanese art of flower arrangement
Noon: Luncheon in Piazzoni Murals Room
6‒8 p.m.: Fine Arts Museums of San Francisco member viewing hours

Friday, March 21
9:30 a.m.‒5:15 p.m.: Floral exhibits

Saturday, March 22
9:30 a.m.‒5:15 p.m.: Floral exhibits
10:30 a.m.‒1 p.m.: Children’s hands-on art activities in the Piazzoni Murals Room

Sunday, March 23
9:30 a.m.‒5:15 p.m.: Floral exhibits, raffle drawing
10:30 a.m.‒1 p.m.: Children’s hands-on art activities in the Piazzoni Murals Room

Gustav Grunewald, The Niagra River at the Cataract and Horseshoe Falls from below the High Bank, c. 1832.
Oil on canvas. Fine Arts Museums of San Francisco, gift of John D. Hatch,V, in memory of John Davis Hatch, A.I.A., architect of San Francisco.
Floral design by J. Miller Flowers and Gifts.
Photograph © Greg A. Lato / latoga photography

Bouquets to Art 2014 Admission
General admission allows access to all floral exhibits, located in the permanent collection galleries.
$22 Adults; $19 Seniors (65 and above); $18 Students with current ID; $15 Youths 6–17; Members and children 5 and under are admitted free. Save $1 with advance online ticket purchase (discount price is reflected in online shopping cart.) General admission tickets may be purchased in advance either online or in person at the museum box office during regular museum hours. Advance tickets are required for the luncheons and floral design demonstrations. For more information and to order tickets, go to deyoungmuseum.org/bouquets.

de Young Museum
Golden Gate Park
50 Hagiwara Tea Garden Drive
San Francisco, CA 94118
deyoungmuseum.org
415-750-3600

Bouquets to Art 2014 Hours and Information:
Tuesday through Sunday, March 18–23, 9:30 a.m.–5:15 p.m.
FAMSF member viewing hours on Wednesday, March 19, and Thursday, March 20, 6–8 p.m.
For more information on Bouquets to Art:
415-750-3504 or deyoungmuseum.org/bouquets.
Reservations with discounts for groups of 10 or more are available by contacting groupsales@famsf.org.

Ruth Asawa, 3 untitled works, 1960–1969.
Copper and brass wire. Fine Arts Museums of San Francisco. Floral design by Branch Out Floral and Event Design.
Photograph © Greg A. Lato / latoga photography

William Joseph McCloskey, Oranges in Tissue Paper, c. 1890.
Oil on canvas. Fine Arts Museums of San Francisco, gift of Mr. and Mrs. John D. Rockefeller, III.
Floral design by Friends of Fioli.
Photograph © Greg A. Lato / latoga photography

About the Fine Arts Museums of San Francisco
The Fine Arts Museums of San Francisco, comprising the de Young in Golden Gate Park and the Legion of Honor in Lincoln Park, are the largest public arts institution in San Francisco.

The de Young originated from the 1894 California Midwinter International Exposition and was established as the Memorial Museum. Thirty years later, it was renamed in honor of Michael H. de Young, a longtime champion of the museum. The present copper-clad, landmark building, designed by Herzog and de Meuron, opened in October 2005. It showcases the institution’s significant collections of American painting, sculpture, and decorative arts from the seventeenth to the twenty first centuries; art from Africa, Oceania, and the Americas; costume and textile arts; and international contemporary art.

The Legion of Honor was inspired by the French pavilion, a replica of the Palais de la Légion d’Honneur in Paris, at San Francisco’s Panama-Pacific International Exposition of 1915. The museum opened in 1924 in the Beaux Arts-style building designed by George Applegarth on a bluff overlooking the Golden Gate Bridge. Its holdings span four thousand years and include European painting, sculpture, and decorative arts; ancient art from the Mediterranean basin; and the largest collection of works on paper in the American West.

View from the de Young Hamon Tower. Floral design by Yoshiko Williams. Photograph © Greg A. Lato / latoga photography

Exhibition Organization
Grand Patron is Diane B. Wilsey. Corporate Leader is Wells Fargo. Partner is Lonna Wais. Patrons are Dodge & Cox and Ernst & Young LLP. Additional support from Bingham Osborn and Scarborough, Burberry, East Bay Auxiliary of the Fine Arts Museums, McGuire Realty, San Francisco Auxiliary of the Fine Arts Museums, Belvedere-Tiburon Auxiliary of the Fine Arts Museums, Destination Wealth Management, Hillsborough Auxiliary of the Fine Arts Museums, Ross Auxiliary of the Fine Arts Museums, and YP. In-Kind Contributors are Absinthe Brasserie & Bar, BIX, Bryan’s, Callaway, Esperanza an Auberge Resort and Spa, Garibaldis, Living Green Design, Suzie Woodward Morris, OMNI San Francisco Hotel, Osso Steakhouse, Pacific Nurseries, Pauma Valley Country Club, Peace Limousine, Piperade, Plumpjack Balboa Café, Rock & Rose Landscapes, Saks Fifth Avenue, San Francisco Flower Mart, Scoma’s, Sloat Garden Center, State Bird Provisions, Strata Landscape Architecture, Sullivan Vineyards, Sun Valley Growers, The Urban Farmer Store, Trick Dog, Westfield San Francisco Centre.

Jo Baer, Untitled (Vertical Flanking Diptych-Blue), 1966-1969.
Acrylic on canvas, Fine Arts Museums of San Francisco, gift of Diane B. Lloyd-Butler.
Floral design by Natalie Bowen Designs.
Photograph: © Greg A. Lato / latoga photography

Hi Flower Friends,
Today I’m sharing a letter from a floral designer located in British Columbia, Canada. Gillian of Eleni Floral started out with answering one of our Q&A Questions about the financial aspect of the floral business, but soon her response touched on all three questions we asked. (You can read the three original questions here)
I even included her original opening note addressed to me, because it really is the truth – the busy-ness of being in this business. Thank you, Gillian, for sharing your story with us!

……………………………………….

Sorry for the late response to the content call out. I have been very busy…working, working on my facebook, quoting, creating, picking up flowers in the city, taxes… oh and trying to fit time in with my husband while he is home for a week!
I started to respond to question number one but in the end, my long winded answer kind of addresses my experiences with all three situations….take it for what it is worth. This business is not easy or without stress. I have never met a florist who says otherwise….

I have also experienced this many times. Unfortunately I have come to realize that it is very naive of me to think that everyone will be nice and play fair in the world of competitive business.
In my town there were only three florists, two with storefronts and me with a design studio/warehouse. For years it worked because we all had different styles and we had an unspoken ethical position not to tread on each others ground – we all still had to live in the same town together. My business was the number one ‘go to’ business for anyone who wanted quality flowers and valued design and service. It was very successful and I worked very, very hard, sacrificing many hours that I could have spent with friends and family to make sure my clients got what they envisioned.
Then suddenly there was a new player in our small town bringing the total number of florists to four. He had talent and no one disputed that, but ethics…not so much. He went to everyone’s regular clientele and offered to service them at less than 1/2 the cost of anyone else. He had connections in the city and in the Dutch markets that enabled him to purchase and ship product at a rate lower than any of the rest of us could get from the auction or wholesalers. He opened a shop with beautiful home decor items up front and flowers in the back. Within a year, one long established shop was gone, the other two of us were busting our butts and losing clients like crazy, not to mention our precious time became even more scarce. In the meantime, he flourished, but he was also working insane hours. Within two years he had pretty much taken over every contract in town and the other shop had closed one of their stores. I was plugging away being as competitive as I could afford but not lose my standards. I was already a niche market so it made it tough, but to be honest, I was kind of happy to not have to be doing new wedding/event quotes 4 days a week. I decided to condense my business, move to a smaller space and keep plugging away. Eventually I had to let my staff go and shut down my payroll account. I still had no personal time.
Two years ago I made the decision to quit fighting it and became home based. It has it’s pros and its cons ( I never get out anymore). At the same time, it became clear what he was doing. He came to a busy town, set up a business, worked HIS butt off to make his books look really good, got tons of contracts and a rep for nice flowers at cheap prices and THEN sold the business for a ton of money! The poor woman who bought it could not keep up at the same pace and sunk so much money of her own trying to keep it afloat. One day I got a call out of the blue from a bride begging me to do her flowers for that weekend because the other business had suddenly shut down without a word to anyone. Not even the clients! She had gotten so sick, she ended up in the hospital and decided at that moment to cut her losses and not go back.
Now, the two remaining businesses were no longer set up to take on that much extra load. We each picked up some of the contracts but the clients expected to get more for less now. Vehicle access to our town has improved since this started and suddenly there were business from the nearby city and neighbouring towns coming in to scoop up the leftovers. Wedding and event planners have popped up out of nowhere and there is fairly healthy competition. City florists have better access to the flower markets but they all have ‘spies’ that ask for fictitious quotes locally.
A new generation of brides brought up with internet and social media makes it really easy for them to just request quotes from everyone without understanding the difference between good, quality floristry and cheap price. Pinterest and wedding television seems to set unrealistic expectations for many brides and there is always someone out there now willing to tell them they can have what they want. (Educate them tactfully without criticizing your nearest competitors or insulting the clients would be my advice.)
This has all happened in the span of six years. I am still plugging away at home with a love/hate relationship with the business. When I love it I love it, when I hate it I just want out. I have a lot invested in it and I still keep my standards. The clients that find me are very happy. Sometimes I make money, sometimes I just break even, sometimes the money is great but 9 times out of 10, if you count the hours I put into make it, it doesn’t pay. But, I still love it, even when I don’t. I can still work around my personal time more than before and I have made a commitment to my husband not to go back to the previous state of business. I am not sure what else I would do if I quit completely. I kind of like my random lifestyle. I work most of the time but not frenzied or frazzled like before. I have my bread and butter contracts and everything else is bonus. I could easily increase my income but it dramatically increases my workload. I could increase my traffic flow substantially if I offer commissions to the venues and wedding planners like everyone else does, but I personally prefer to keep that extra bit in the designs and give the client what they pay for. I could open a shop but I don’t want that much commitment and stress.

I think you have to:
-Decide what your ethics are, what your commitment is to time for money, have a business plan that covers growth options and diversity as well as an exit plan (can’t stress that business plan enough. You don’t realize it until you are trying to create one as you are reacting to changes!).
-You can’t change what your clients or your competitors will do so you can only set your own standards.
-Choose your advertising carefully, probably focusing on the social media methods are the way to go. Don’t waste your money in advertising places that don’t work for you.
-Make sure your website works on iphones and androids to make it user friendly.
-Stick with what you know. Do the parts you are good at and let others do the rest (bookkeepers are worth their money more than you can realize at first). Hire someone to do the clean up, garbage removal, wash buckets and vases, process flowers. Teach them some basics so they can help you if you suddenly need someone. Enlist your family for some of this.
-Event planning has it’s own issues. I find it is less stressful than flowers, but to do both…over the top. Prepare for no sleep and to work hard on day of than ever before!

Yes you can make a living, but the sacrifices are huge. Be prepared – it is a hard slog to get there, especially when you get to a point where it is too much for one person but not enough for two!
Good luck!

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Designed by Flowers by Southern Blooms – Pat’s Floral Designs

Your name: Dawn Kelly
Your Business name: Soiree Floral
Your Location: Nantucket & Connecticut (serving the gold coast)

How did you start your business?
I was working in finance and started taking flower classes at Parsons as a ‘stress reliever’. I went through their certification program, worked for free for some of my instructors who had their own businesses to learn the ropes, freelanced here and there and then hung out my shingle. It’s 11yrs later and we’re still evolving. I never imagined how hard this job would be, and I think the world of finance really helped me with communication skills when dealing with clients. One thing we all as designers need to remember is that the client sitting in front of us has dreamt about ‘the big day’ since their child was born. It’s a big deal, and it’s not one to be taken lightly. I always feel a swell of pride when the father of the bride or groom shakes my hand or gives me a big bear hug and says thank you. It makes some of those late nights worth all the thorn pricks in my fingers worth it!

How many years have you been in business?
We are starting our 11th yr! Time flies when you play with flowers!

What is your design aesthetic?
I don’t know that we have a specific ‘look’ – if anything I would say our work tends to be more lush. We have clients who are diverse so some like a more formal/sophisticated look, some choose to be more casual and ecclectic, and other’s like modern and minimalist. But I do think the one word that is constant with what we do is lush.

How do you create your style and where do you draw your inspiration?
It sounds cliche, but inspiration comes from everywhere! I can pop in to a bodega in NYC and a gelato flavor catches my eye and my brain starts racing. Other times, it’s seeing a fun pair of shoes on someone who’s walking by. When my brain has too many thoughts going on at once I’ll jot them all down on a piece of paper or go for a walk on the beach. The waves can be very calming and soothing! It helps get me back to a place where I can edit my thoughts and get back to being productive. The creative process can be a beast sometimes. I think learning that over the years has helped me be a better designer. When the ideas are pouring out of you, you just go with it. When they aren’t, you try to keep yourself busy with something else until the ideas start flowing again. For me, when I get in to a proposal writing mode, it can go for days.

What are the trends, flowers & colors that are unique to your region?
2013 was definitely the year of refined, formal sophistication. Lots of big, elevated designs and lots of white! This year I think 80% of our clients have coral bridesmaid’s dresses (and coral is a different color to every person). So that has been interesting to see. We also have a lot of couples who don’t want a formal sit down. They want it to feel more like a dinner party/long cocktail hr where there are lots of seating vignettes but not assigned seats at the typical 60″ rounds or farm tables.. That can be both fun and challenging. It’s more about the rentals and room aesthetic than it is about the flowers.

Are you a retail shop, studio/warehouse or home based?
We have a studio we work out of, and we just took on a new showroom space. We are really pushing the event design side of our business. I think when my team has control of all the details that make the day look ‘pretty’ it has a more cohesive, unified look. It’s a lot of extra work, and when we look back at photos it makes a world of difference.

Do you offer any services in addition to floral designs?
We offer event design services – so we can help with the stationery suite and make sure that carries through the last details on the table, linen and tablescape selections. We know what works and all the moving parts so I prefer to have us involved in all of those aspects.

What tool in your toolbox can’t you live without?
Uglue strips and zip ties. I honestly don’t know what I’d do without zip ties. They save the day every time!

What’s your favorite flower?
Oooh, that’s a tough one. I think it depends on the time of year. I’m a girly girl, so I definitely lean more towards fluffy frilly flowers like ranunculas, garden roses and peonies. I also really love poppies, they are just such a ‘happy’ flower.

Your contact information:
www.soireefloral.com
blog – blog.soireefloral.com
FB – www.facebook.com/soireefloral
twitter – @soireefloral
Pinterest – http://pinterest.com/soireefloral/
Instagram – @soireefloral

Let’s talk about Ferns! In the words of Alex Jusino, Ferns are Hot, Hot, Hot! Especially hot are Maiden Hair Ferns, Sword Ferns, Umbrella Ferns and Sea Star Ferns. Everywhere I look I am seeing more and more ferns – makes sense as they add a fantastic texture to floral designs. Ferns come in many shapes and sizes. Take a look, maybe you’ll find one you just need to have for your next design!

Maiden Hair Fern

Umbrella Fern

Broadleaf Umbrella Fern

Fancy Fern

Flat Fern

Ming Fern

Sea Star Fern

Sword Fern

Foxtail Fern – Asparagus Meyer

Feather Fern

Asparagus Plumosa

Photo by Natural Beauties
sword fern (bottom), foxtail fern (middle), and asparagus plumosa (top)

Floral Design & Styling Violet and Verde
Photographer Charlie Juliet

Sweetchic Events
Dennis Lee Photo

Emily Herzig Floral Studio

Flora Nova

Flower Wild
Jose Villa

Oak & The Owl
Kurt Boomer Photography

Luscious Flowers

Bridget Vizoso for the Designers’ Co-Op.

Jeffrey Marcus for JM Visuals

Brown & Greene
Studio 306

Urban Petals
Jodi Byrnes Photograpy

(Upclose Fern Photographs are provided by Florabundance & Stevens And Son)

The Question

Thank you so much for bringing up pricing on Flirty Fleurs. With all the gorgeous pictures on Instagram and Pinterest, I am always curious about the real life costs.
I recently returned to floral after many years away from it. I left because of low pay and hard work. Now I am back and with the Internet it’s possible to see all the floral art from all over the globe. I am inspired daily!
I am so impressed with the new generation of designers and their fabulous work. It seems in the last few years floral workshops and classes have really skyrocketed in price. The little Flower School and Ariella are 2 that I follow and would love to participate someday. They seem to sell out and I am so curious how working hourly florists can afford these classes.
Saw the pictures from the Florabundance workshop that you attended recently and I’m sure it was an incredible experience. ( did not find the cost of that (from Alicia, the cost was $1,100 for three days) ).
Please educate me since I am jumping in later and am so curious about the investment of continuing education vs. how it reflects in ones income. I do floral work as a labor of love but I also need to make a living wage, truth be told, I am not making a living wage!
Also would like to know what the wage range is across the country. Is it possible to make a living with events only, not having a retail space?
Clearly teaching is a new way to increase income.

Looking forward to hearing back,
Anonymous in Oregon

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The Answers

I don’t see it an expense…. I see these workshops as an investment in my business. I save up for it or set goals to book X many events before I can sign up and go. I will honestly say my business has grown and flourished thanks to all of the people I’ve met at these workshops and the connections I’ve made. They refer me business, they are someone to reach out to when I need to bounce of ideas or they are someone to talk to when I need floral mechanics help. I’ve also learned about suppliers,
wholesalers and other vendors (that save me money!),Yes, it is expensive after you add up travel, lodging and meals…. but in the end the return on investment is huge. Put it as a goal for next year to put a line item in your budget of $3,000 to attend a workshop.
Alex, Exquisite Designs, Illinois

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YES! You can absolutely make a living as a florist and afford to relish in a workshop or two. My shift into floral from a former life as a teacher was a complete and welcome whirlwind! Our seasonal resort laden location has played a huge part in our success in event work ,which we now do exclusively without a retail location.

For those designers just beginning, here is a snapshot of what we did to get started. Begin by assessing your local market for event (or retail) work, make sure what you are hoping to accomplish is indeed relevant in your location. I recommend connecting with as many local event venues and vendors as possible if event work is your goal, keeping your target market in mind. Bring them flowers, business cards, invite them to lunch, whatever it takes to get your business cards on their desks. Perhaps attend a few bridal shows to practice your elevator speech and build connections with other vendors, select a few key shows that are in line with your target clients. Build a solid website and engage in social media of course; 90% of our business comes from web avenues. And as all of your efforts meld and grow, decide how truly busy you wish to be. Once you have saved enough of your hard earned money, no one ever said this biz was easy you can spoil yourself by attending an amazing workshop or two or three.
Jennifer, Bloom, Michigan

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Funny thing is you left the floral industry because of hard work and low pay!! Things have not changed a bit. STILL such hard work and long hours. But if it’s in your blood it’s always gonna be there.
I call it an investment in me. I belong to the Michigan Floral Association and take many classes and have had an an amazing mentor to guide me. Keep reading, looking on line, reading magazines – invest in yourself. It will pay you back tenfold.
I have known Holly Chapple for about 5 years and although we have never met in person, we have talked on the phone and emailed over the years. I have wanted to attend her workshop since the birth of it, but have not because of family, time and money. This year I am going to NYC. I am breaking the bank and just doing it. It may be the only year I attend, but I really want to meet up with all the great designers I have known for so long via the internet. Maybe just save up and plan to attend one next year. I can say as a wedding designer only and in such a seasonal place like Michigan I am not in a spot where I could support my family on just the flowers. Maybe if I added a linen line, did more holiday work and such I could support us all, but with that means adding more employes, longer hours and added cost as such. For me I am happy it’s a “part” time fun, great dream job. As far as wages here in MI for the designers I have it depends on their experience. I start out at $14.00 an hour and they do get bonuses and raises, too. They also are part time in season help.
Tracy, Park Place Design, Michigan

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I have the same question – I can’t wait to hear the answers. I haven’t been able to afford any of the classes and training I want to take let alone airfare and hotels.
Every penny I make needs to pay the bills! I wish there were grants for us little companies to be able to attend these amazing seminars and workshops so that we can improve our business!
Andie, Dandie Andie Floral Designs, Ontario

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I’m weighing in on today’s question. First, yes, I do believe you can make a living wage and support yourself in this business. I supported myself during my 10 years of Bella Fiori in Colorado. I was a single youngster when I launched my business, with a mortgage to pay on a condo and rent to pay for a studio – and I did it. Later on, when my husband was laid off from his job in 2009, I buckled down and worked harder – he worked for me as much as he could and we started the rental division. Point is, yes, it’s possible to make a living doing this, although not always easy!
Granted, what is easy? My husband got laid off from a “stable job”, as did most of our non-self employed friends in the year of ’09. My dad always said to me that the good side of being self-employed is the owner is always the last one out the door. *little shout out to my dad for telling me today how proud he is of me, and he brought up 2009*
I will also say that I’ve studied with The Little Flower School and Ariella – they are both extremely inspiring, so save up your pennies and take a workshop with them some time.
As for teaching the workshops as another income stream. Yes, it can be good money if done well and if expenses are kept down (as with all things in business). However, I don’t think this is the only reason so many people have started teaching. I teach because I want to surround myself with like minded people. Obviously I can sell flowers to brides – but, let’s face it, each new bride is a new job interview. You are always selling yourself to the next client. When I teach a workshop, I don’t have to sell myself like I do for a wedding. Instead glorious people who love glorious flowers want to come and hang out with me! That’s fun, and easier than the bride/job interview.
PS – DandieAndie, there will be scholarships in the future… I’m working on that.
Alicia, Flirty Fleurs & Bella Fiori!

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Do you have a question you’d like to ask for a Q&A session? Email it to me at: info@flirtyfleurs.com

Happy Friday, flower friends!

A few things to discuss ..
A few weeks ago I wrote my post about Online Etiquette and received a lot of feedback. Brandon from EpicFlowers shared in the comments section how we can see where our images are being posted. I’ve tried it out and it’s really awesome how Google can search images!

Here are Brandon’s instructions:

A quick way to find out if someone has stolen you images…or a friends:

1. Open two browsers(Firefox, Chrome, etc…) side by side.
2. In one browser, go to this link: http://images.google.com/
3. Find the image you want to check in the other browser.
4. Once youfound the image, drag and drop it into the search bar in the other browser that is showing http://images.google.com/ and click search.
5. Sometimes, on this page you need to click ‘Search by Image’ and you will then see every page your image is on.

Driving through Skagit Valley in Washington State – Daffodils in full bloom off in the distance. The Tulips will be blooming soon!

In other news – we have moved into our new home in Washington, yea!
You may have noticed last week that we were having a ton of technical issues on Flirty Fleurs. Doesn’t it just figure that the week I am without an internet connection is the week that the Blog has major server issues? Thank goodness for my programmer, Chris, who worked diligently to get us up and running again. Unfortunately, there are a few glitches remaining that need to be repaired.
The job board is down for now – it took a big hit with the technical issues and we are trying to get it sorted out and back up soon!

One last note – I plan to teach one more online Website Marketing class prior to Wedding Season starting. The class will be announced any day now, as soon as Chris has the site ready for us… Stay tuned and hopefully you can join us!

Spring in bloom on Bainbridge Island

Growing up in Detroit my family attended weekly church services at a gorgeous gothic cathedral on Woodward Avenue one block from the Detroit Institute of Arts . Even then I sensed the respect, awe, and wonder that still surrounds the DIA.   When an opportunity to create floral designs for the DIA presented itself naturally I jumped all over it!!

This is a museum of epic proportions, among the top six collections in the United States with over 100 galleries, a 1,150 seat auditorium, an art reference library and state of the art conservation services laboratory.  Home to Diego Rivera’s Detroit Industry fresco cycle and Vincent van Gogh’s Self Portrait.  It is so easy to get inspired here and so Crazy to think we almost lost it in Detroit’s ongoing bankruptcy saga.  

 I joined the Friends of Art and Flowers in 2012 after a recommendation from a florist friend.  FAF is a group started at the DIA in 1985 for the beautification of the museum.  The ladies and gentlemen who lead this talented group of designers are about the nicest people you could hope to meet and made me feel so welcome right off.  Each week we create 3 designs with a leader for each.  All of the designs in this post were lead by yours truly (and gleefully!!)

The above was designed for last spring’s Elizabeth Sikes Kuhlman Lecture This year the lecture/luncheon will be presented by Jane Godshalk on May 1st.  Jane will represent the United States as one of six international demonstrators at the World Flower Show in Dublin.

When I was getting started with these designs it was terribly intimidating.  They are so much bigger in person then they appear in photos and they take a LOT of flowers to look appropriately full.  On my first ever attempt I was so worried about having it look full enough from the front that I forgot to save flowers to fill in the back and ended up having to start over (oppsie). I guess I share this as my way of encouraging all designers to attempt larger scale work if they haven’t already… you can always take it apart and start over if you don’t love your first try!!

Honestly what might have sold me on joining FAF (besides my friendly team mates) is the huge gorgeous collection of vases they have in the floral design room located in the basement of the museum.  Every week we go in on Monday to clean up last weeks arrangement and drum roll please……… select our vases for this weeks designs from the candy shop which is their vase collection.

Unlike with wedding design I can pick the freshest in season flowers for the museum arrangements and let my imagination go nuts like with the above arrangement, I found the wild sage and various fall grasses and decided to wire up some ribbon to add the illusion of wind blowing the grass…. fun.

The above was an experiment with a gluing technique I learned from Francoise Weeks while in Santa Barbara this January with the Chapel Designers.  Maybe the first design that felt 100% like it belonged in an art museum.  Wasn’t sure how to display it so I just hung it below the weekly design like some sort of weird floral plaque (plaque: n. an ornamental tablet)

I can not think of a better volunteer opportunity and I am so grateful that I joined up and got right to it.  Designing on this large scale has taught me so much about mechanics, movement, texture and reconnected me to the city I loved as a girl.  

It has been a great place to tryout roses I’m considering for use in weddings, get a little kooky with designs that remind you of Dr. Seuss, and meet all kinds of kindred floral spirits.

Can’t wait until I get to roll my sleeves back up and add my little bit of pretty to the giant halls of masterpieces in this Temple of art.

Thank you, Holly, for sharing your story with us. I know I really enjoyed seeing all the pictures of your pretty floral designs, and I’m sure our readers enjoyed them, too. Sounds like a lot of fun getting creative at DIA!

Holly Rutt is the owner of Sweet Pea Floral Design in Ann Arbor, Michigan.

Today we are sharing a guest post written by our friend, Alison Ellis, of Floral Artistry in Vermont. Thank you, Alison!

Determining the value of you.
How do you determine your value? As a designer, a business owner, a consultant to your client? As a boss, a friend, an individual?

As creative business owners we are constantly reminded that we set our own value and we are often encouraged by respected pros not to underestimate that value. But what does that mean to you in your business?

Does it mean raising your prices? Should you increase your hourly fee or the design percentage on each order? Maybe. (And I’ll got out on a limb and say probably!)

Or perhaps you have your value set right where it needs to be in order for you to be comfortable and profitable.

One of my favorite people on the planet, Danielle LaPorte, says you need to be comfortable in your “money shoes”. By this she means that you need to charge what feels right for you. Just because you CAN charge more does not mean you should. If raising your price means you’ll feel squeamish about quoting it aloud to a prospective client, then you’re better off staying where you are. If you are content with your price point, hourly rate, etc. then maybe your money shoes fit just right. You’re Cinderella. You don’t need bigger shoes.

If you’re stuck in a mentality that you “can’t” charge more because your customers won’t pay it, but you’re struggling to pay your bills at your current rate it’s time to evaluate what you can do to increase the value you provide (or more likely recognize the value you are already providing), thus allowing you to charge a little bit more for it. As Sean Low told the Chapel Designers in NYC your value is not directly related to the cost of your product…YOU bring the value to your customer.

What should your customers pay for YOU?

One way to help recognize the inherent value you bring to your clients is to review your reviews. Yes. It is that simple. Read (maybe aloud) the thank you notes and WeddingWire reviews your clients have written and look for reoccurring themes. Other than just “the flowers were beautiful”, you’ll find things like “set my mind at ease”, “I knew from the beginning that I would get what I wanted”, “helped with the overall design”, etc. These are the little gems. The things you do over and over again that you don’t give yourself credit for. Read them out loud to a friend or spouse or your dog. This is the value YOU add. Take note.

PS I started a draft of this post prior to attending the Chapel Designers Conference in NYC last week. Needless to say I’ve been inspired by some of the thoughts that were outlined in our discussions and I hope we can all be inspired to place a higher value on ourselves as designers.

Last week for the Q&A Session we discussed if a living wage is possible with a flower business and how a designer can afford to take a workshop. Madeleine Elmer replied with a great bit of advice, enough advice that I think her reply warrants its own blog post! Thank you, Madeleine for your lovely and helpful reply!

I understand your concern about making a living wage with your flower business. It is always a concern these days, especially with so many other flower supply outlets for clients who want you to “match Costco or the grocery store flower costs”. I heard the term “labor of love” and therein lies the challenge. Because the work can be very difficult and physically taxing, if you are only doing it as a “labor of love”, you will burn out, as we learned in an aphorism at the Chapel Designers Conference which was that “Burn out is a result of resentment. “ When people take advantage of our good nature and don’t remunerate us properly, we will become resentful which was a universal theme at the conference. That is why it is all the more important to invest in your design education and developing a sharp business acumen so you can distinguish yourself and your brand, become more profitable and command the prices that will sustain your business. You need to keep getting better in order to stand out in the pack. We can’t do it alone!

I began my business in 2010 and have invested some of my earnings each year in conferences and workshops, which are tax deductible, as you know. Each year, my business has either doubled or grown by more than 50% and this spring I have more events in my pipeline than ever.

The conferences, beginning with Hitomi Gilliam and Jim Johnson at the Benz School of Floral Design in Texas, Christian Tortu at Flower School New York and most recently with The Chapel Designers at Florabundance Design Days have all helped me step up my game, learn new skills and find new resources. 2014 Florabundance Design Days presenters not only focused on floral design which is fabulous, as you have seen from the pictures, but also had an entire day of business presentations. From the pros in each area, ( including the author of this blog, dear Alicia ) we learned about branding, website design, social media, SEO (search engine optimization) , pricing and contracts, how to get and use great photography and styled shoots, and about shipping in flowers from a wholesale service (Florabundance) to get product that you may not have access to in your market.

(Which, again, will distinguish you from the pack.)

In between designing the fabulous florals and tablescapes, the 53 designers and our lead designers, photographers, web designers and bloggers were constantly talking to each other and sharing ideas, problems and solutions as we ate lunch, sat in the hotel lobby talking about business late into the night , rode the bus to the vineyard venue, etc. And the learning and support has continued ever since we left California a few days ago. It was by far, the most valuable floral design conference I have experience thus far. It has already benefitted me from the exposure on social media, the affiliation with the group and problem solving on upcoming jobs.

Some creative ways to save money to attend conferences are:
1. Look into your state floral association scholarship offerings. Texas State Floral Association offers them for deserving floral designers and can help offset or eliminate costs.

2. Find a friend who lives in a city where a conference is being held and stay with them to save on hotel expense. It saved me a bundle in California…

3. Share a room with another attendee.

4. Crowd source funding. Why not?! People are doing it for all kinds of things online. Why not continuing education? It will only make you a better event resource for the people in your community…

5. Make a good, well photographed photo shoot of the conference and set up some speaking engagements at local women’s’ clubs for a fee afterwards. Call it a Trend Talk and establish yourself as an expert! It may well generate some floral jobs as well as it has for me. You could even offer a workshop and lead the group in designing something you learned at the conference. I am doing that in April at a women’s club in Houston.

6. Offer yourself as a part time subcontract designer at another event planner or florist in your town to help offset costs. You will learn a lot from working with other designers! Plus they may be willing to loan you containers and props as you prove your value to them.

7. Attend every floral design presentation you can find (Garden Clubs of America have outstanding speakers in all the major cities and they are often free a service to the public held at museums).

A leap of faith and investing in your business will pay off in spades. Best of luck to you and hope to see you at a conference one day!

Madeleine Elmer
Fleur de Vie
Houston, Texas

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2 Workshops + 1 Saturday = Flower Filled Day
When: May 3, 2014
Where: The 95 Yesler Collective Studio, 3rd floor (Seattle)
Who: Debra Prinzing & Alicia Schwede

Workshop #1 – 10:00-12:00
Seasonal Flowers with Debra Prinzing
What: A seasonal, hands-on floral design workshop for gardeners, DIY designers and flower lovers alike.
When: 10-12
Who: Debra Prinzing, Slow Flowers advocate and author of The 50 Mile Bouquet and Slow Flowers. Debra is an award-winning writer, editor and speaker. She has spoken and/or led hands-on floral design workshops at major botanical gardens and for leading garden clubs including the Dallas Arboretum, Denver Botanic Garden, Chicago Botanic Garden, Los Angeles Arboretum, Pasadena Garden Club, Seattle Garden Club, the Garden Club of Santa Barbara, and more. She was the 2014 Floral Curator for the San Francisco Flower & Garden Show. Learn more about Debra at www.debraprinzing.com
Seasonal Flowers introduces students to of-the-moment flowers for growing and arranging as each reflects her/his personal style and creative muse. Taught in a 2-hour session, the workshop is formatted as follows:

• Introduction of seasonal flowers, foliage and other botanicals
• Discussion of growing methods and popular cultivars
• Discussion of harvesting/post-harvesting treatments
• Principles of color and elements of design that relate to specific floral ingredients
• Eco-friendly design techniques and care tips

You’ll take home a custom floral arrangement or bouquet for your home, along with a resource handout.

A la carte Price: $95 per student; or take advantage of the bring-a-friend price of $175 for two

Supply fee per student/per class: $15 (includes vase, tools and floral design supplies)

Lunch Break – 12-1pm, lunch on your own.

Workshop #2 – 1:00-4:00

The Bridal Bouquet & Pricing Workshop with Alicia Schwede
What: A hands-on floral design workshop with a discussion and learning session about pricing designs.
When: 1:00-4:00pm
Who: Alicia Schwede, owner of Bella Fiori & editor of the Flirty Fleurs Floral Designer Blog. Alicia is the author of Bella Bouquets Book, which will be available for purchase at the workshop.
The Bridal Bouquet & Pricing Workshop is a hands-on workshop where you will learn how to design luscious hand-tied bouquets. After we design a beautiful bridal bouquet we will have a discussion and learning session about pricing our designs. All instruction and fresh flowers are included, please bring your own tools.

Investment: $195.00

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Please note: You may choose to take one or both of the workshops. Either way, the workshops must be paid for separately.

Register for Debra’s Workshop

Register for Alicia’s Workshop

Questions? Send Alicia an Email
Or send Debra an Email
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I’ve been out surfing the net – seeing what spring flowers are popping up at wholesalers across the country.
And .. I seem to be crushing on Fritillaria!

G Page – Clematis

Resendiz Brothers – Waratah Protea

Torchio Nursery – Silene

Brannan Street Wholesale – Fritillaria

Dutch Flower Line – Fritillaria

Florabundance – Fritillaria

Dutch Flower Line – Heamanthis

Dutch Flower Line – Eucharis

Florabundance – Bunny Tails

Florabundance – Lilac

G Page – Ranunculus

G Page – Poppy

Mayesh – Ranunculus

Torchio Nursery – Cirsium

Torchio Nursery – Boronia