A recent Consumer Reports revealed something that I’m sure many people in the flower industry already know—duplicating floral arrangements from a wire service image results in disappointing designs. Multiple deliveries to Consumer Reports left much to be desired as the product received did not resemble the original photos (which in my opinion are hideous to begin with!) and many substitutions were made. The most highly rated arrangement was a vase of tulips which came closest to actually matching what was ordered.
Did you hear that? A vase of tulips is what got the highest rating when going head to head with wire service “designs”. Not the vase with 5 different shades of spray roses and not the vase with a mixture of roses and alstroemeria, but a timeless vase of tulips.
The moral of this story is that maintaining the integrity of each flower is what makes a beautiful floral design. Clean and classic will always triumph over “filled to value” and “as close as possible”. If you have a flower shop and you don’t have vases of 10-20 tulips in your display cooler or coffee table sized vases with a ½ dozen roses (without babies breath or fillers of any kind!) you are probably overlooking the simple beauty that you have to sell.
Not everyone wants one of each bloom in your cooler. Not everyone is into novi belgi and fluffy fillers. In case you missed the memo leather leaf is boring and just because the vase is taller doesn’t mean I’m willing to pay more for the arrangement.
So get back to basics. Look at each flower that comes into your shop and notice its individual qualities. Appreciate the colors, shapes and unique character inherent to each bloom. Use these traits as inspiration to create a distinctive design that is saleable. Ditch the tacky and deliver the timeless. Rediscover your floral roots.
Floral Artistry by
Alison Bucholz-Ellis
website: floralartvt.com
blog: floralartvt.com/blog
Related posts:
How to be the most valuable floral designer at your company by Alison Ellis
Educating your Customer with Alison Ellis
Order Fresh Flowers For Your Valentine! by Alison Ellis
Make More Money Doing What You Love by Alison Ellis
IMHO :: Supermarkets killed the local flower shop by Alison Ellis
Fabulous Florist :: Floral Artistry by Alison Bucholz-Ellis
Agree! Great post!
Agree with you! Forget the filler!
Amen.
Such a great post, i personally hate wire service designs and truly appreciate the beauty of flowers on there own. eurgh leather leaf..
Amen to that Sister! It is almost impossible to duplicate the wire service photographs. All of the flowers are too the front of the vase, even on an all around arrangement but you are supposed to match the recipe and make it look like the photo? Making it even harder is trying to match a photoshopped picture where it can me nearly impossible to match the angles. Finally, you are working with natural elements that will always vary, creating another handicap in matching the photo, even with the exact same flowers. A talented florist will always be able to create something more beautiful than a wire service image. Find a florist that you trust! We’re professionals!
Amen!!!