Canadian Florist - January 2018 by Strider Media

January/February 2018

canadianfloristmag.com

THE

BENEFITS

of Contracting a Marketing Pro

The Meaning of Valentineâ&#x20AC;&#x2122;s Day

Setting Up New Hires For Success

inside 25 Years of CAFA

6 Hot Looks for 2018 3 Tendencies Costing You $

PM42919543

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A Website As Unique as Your Shop Part of the Essential Marketing bundle by Strider StriderSEO.com/ï¬&#x201A;orists hello@striderseo.com 800-314-8895 January/February 2018 | CANADIAN Florist 2

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C over Design By Heather de Kok, AAF, AIFD, PFCI

features 8

Knowing where Valentine’s Day started simply makes you an expert on one of the floral industry’s top holidays. For instance, when someone says to you, “This is a stupid holiday created by Hallmark,” you can respond with, “Actually this holiday dates back to an ancient Roman fertility festival that was held in mid-February called Lupercalia…” Fast forward more than a dozen centuries and you finally get to the first mass produced greeting card in 1840. -Heather De Kok, AIFD, PFCI

Trend Watch 2018

CAFA Celebrates 25 Years of Excellence

Onboarding New Team Members

online Network with florists online

Have your say. Join the new Canadian Florist Facebook Group to share thoughts on florist life in Canada. http://cfmag.pub/fbgroup

30 departments 12

The Social Florist

Florist Spotlight

By Design

Grow with Joe

Jennifer’s Journeys

Rising to the Occasion

How to With Heather

Ask the SEO

On the Level with Neville

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by Katie Hendrick

FROM THE

EDITOR

Fresh starts can be exhilarating— or paralyzing—depending on your perspective. When it comes to diet and exercise, I live for 6 a.m./Monday/January 1, when optimism is still high that I will come through with all my good intentions (one hour of cardio, 30 minutes of strength training, stretch, eat more protein and vegetables, avoid added sugars, go to bed at a reasonable hour). Typically, my success rate for the aforementioned list hovers around 50 percent, but that doesn’t stop me from waking up to a new day/ week/year invigorated by the possibility that, for once, I will not stray from good habits.

Writing, on the other hand, is an entirely different experience. When I have an article due, there is no greater nemesis than the blank page. I despise the blinking cursor that stands on its lonesome. It mocks my struggle. I strive to submit something so well crafted that it reads effortlessly, but trust me, the process is ugly. I’m sure all of our columnists and feature writers would agree: organizing thoughts into something coherent that also (hopefully) has some insight and wit can be daunting. For me, it’s not until I’m about three-quarters of the way through my assignment that I can start to relax and feel at all positive about it. Of course, given my career, this exercise comes up over and over again, so I need to find a way to reframe my relationship with the white screen of despair. (Hello, New Year’s resolution!) Surely, as a professional in the floral industry, you’ve had times when your job has felt monotonous and wearisome, particularly if you’ve lost count of the number of Valentine’s Days you’ve worked. If you, like me, are in a rut, this issue is for you. We’ve assembled several ideas to inspire you to turn over a new leaf in 2018. For instance, sales and customer service expert Tim Huckabee continues his candid explanations for why many florists’ businesses never seem to grow (p. 28), which includes a critique of the tired designs that have stuck around for years (or decades). If you need help coming up with something fresh, check out By Design (p. 20), Grow With Joe (p. 24), or How To With Heather (p. 30). Additionally, Michelle Brisebois’ feature on new trends in fashion and interior design (p. 8) might also rouse your creativity. If hiring is on the agenda in the near future, be sure to check out Ryan O’Neil’s advice for onboarding new team members (p. 22). He offers a thorough training guide that turns fresh faces into productive, motivated team leaders who delight your customer and (bonus!) lighten your load. Have your marketing results plateaued? In Ask the SEO (p. 32), publisher Ryan Freeman shares solutions to reach and influence a broader audience.

Vol. 113 No. 1 Editor Katie Hendrick khendrick@CanadianFloristMag.com 800-314-8895 ext 106 Advertising Manager advertising@CanadianFloristMag.com Publisher Ryan Freeman ryan@CanadianFloristMag.com Media Designer Ruby Coles Publication Mail Agreement #42919543 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO Strider Media, 6-6150 Highway 7, Suite 400, Woodbridge, ON L4H 0R6 distribution@CanadianFloristMag.com Printed in Canada ISSN 1700-5043

Circulation

e-mail: distribution@CanadianFloristMag.com Tel: 800-314-8895 ext 2 Fax: 800-755-7032 Mail: 6-6150 Highway 7, Suite 400 Woodbridge, ON L4H 0R6

Subscription Rates Canada - $30/1 Yr, $48/2 Yrs, $65/3 Yrs + HST USA - $69/1 Yr, $111/2 Yrs, $163/3 Yrs International - $99/1 Yr, $160/2 Yrs, $233/3 Yrs Occasionally, Canadian Florist will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above. No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2015 Strider Media. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication.

Dedicated to the memory of Bill Martin, and all those who gave of their time and resources to build up our industry.

www.canadianfloristmag.com

We hope the new year brings you health, happiness, and much success. Cheers! @CanadianFlorist January/February 2018 | CANADIAN Florist 4

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Embrace The Clean Slate

a modernized tradition

Customers today are looking for new and different designs. The younger generation is asking us to create and bring back live plants in a contemporary style. Because of these demands, we as an industry need to sell design, not just a plant in a pot. This design utilizes modern enhancements to address our customers’ needs. Let our featured designers inspire you at oasisfloralproducts.com/inspire

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LISA BELISLE AIFD FLORA ELEMENTS LaGrange Park, IL MOST INSPIRATIONAL FLORAL DESIGN: Valentine’s Day

You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. January/February 2018 CANADIAN Florist 5

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bloomin’

biz

In Memoriam:

Gordon Fulton, AIFD, CAFA

Mere weeks before he intended to reopen his shop, Victoria’s Flowers, in Didsbury, Alberta, Gordon Fulton, AIFD, CAFA, died on November 13 at age 55. When news broke of his passing, florists from far and wide expressed sorrow for a man who possessed a sharp eye for design, unbridled enthusiasm, and an insatiable desire to help his friends. “I’m devastated,” said Jorge Uribe, CFD, owner of Urban Floral in Wolcott, Connecticut. The two florists met a little over a year ago, but have talked at least once or twice a week since. “He liked to text me funny things like, ‘Get your ass out of bed, mister!’ even though he knew I was already at work. He had this never-ending energy that was contagious; he helped keep me motivated in my work.” Uribe and Fulton had planned a joint presentation at the 2018 AIFD Symposium, when Uribe will be formally inducted into the organization—a bittersweet moment without his friend present. “It’s hard to pinpoint a favorite memory,” he said. “He was just an all-around great friend. He even came out to my shop last year for Valentine’s Day and Mother’s Day to help me with the rush.” Stephanie LaPrairie, AIFD, had similar memories from when she owned Stems Flowers & Café in Red Deer, Alberta. “I was very, very pregnant during Mother’s Day 2011 and Gord couldn’t bear to see me work too hard and insisted he come help,” she said. “He always jumped at the chance to help people out, no matter the cost or timeline. He volunteered endlessly for AIFD, design shows, competitions, etc.” “What a trooper!” recalled Dawn Block, AIFD, CAFA, a freelance designer in Winnipeg,

Manitoba. “I needed a male model and Gord was there. He even took off his shirt when the audience asked!” His playfulness left a lasting impression on many. “From the moment I met Gord at an AIFD symposium, I knew we’d forever be friends. I hired him many times to help me design and install large weddings and events, where we worked hard and played harder,” said BJ Dyer, AAF, AIFD, owner of Bouquets in Denver, Colorado. “He was a sponge for information and curious about all aspects of the floral industry— and life. He braved his first oyster with me because he knew I adored them. I will miss his design ability, but mostly I’ll miss his willingness to get into trouble at the mere mention of an adventure.” Alice Zamburek, horticulturist for Olds Central Highlands Golf Course in Alberta, echoed Dyer’s sentiments. “Gord was talented, helpful, loving, and an absolute hoot,” she said. “My heart broke when I heard he’s gone.” Fulton had an unusual entry into the floral industry. For years, he worked as a sign language interpreter. In the early 2000s, a deaf student at Olds College needed his assistance to complete the commercial floristry program. In the process of translating the course, Fulton acquired an education and a newfound passion. When a flower shop owner in his town, Didsbury, needed an extra hand, Fulton stepped in because of his training by osmosis. Shortly thereafter, he opened Victoria’s Flowers and Gifts, named after his daughter. Throughout his career, Fulton pursued every opportunity to strengthen his skills, attending seminars, entering competitions such as the Maple Leaf Cup, and seeking accreditation with the American Institute of Floral Designers and the Canadian Academy of Floral Art.

Betty Houle, AIFD, who worked at Victoria’s Flowers for seven years, bonded with Fulton over their craft and their lives. “We trained and tested together for AIFD,” she said. “And in the process, we learned a lot about each other—our lives and our passions.” She recalled his excitement for the annual AIFD Symposium, where he always volunteered in the work room. “He wanted to see what everyone was doing. He was inspired by the passions and friendships of the people in the floral industry,” she said. “He was always so excited to try something challenging and new. And, if was going to be fun, he was there.” Fulton also relished the Didsbury High School graduation, donating his time and some products to give students a fabulous sendoff. “This was a big job,” Houle emphasized. One year, they made a giant chandelier out of strings of crystals and hung sheer fabric from the rafters. “Gord always helped the planning committee with ideas and suggestions,” she said. “They told him their budget, he would help plan the flowers and decorations, donating what was not covered in the budget because he wanted it to be beautiful.” Fulton sold his shop a year and a half ago, working as a freelancer for friends around Canada and the U.S., but had decided to jump back into the retail business in late November. “He was so eager to be the best he could be,” said Hitomi Gilliam, AIFD, EMC, director of Designe358 in Vancouver, British Columbia. “I loved his spirit and will always remember his enthusiasm. He will be greatly missed.”

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coast to

COAST

Jennifer Harvey Elected CAFA President

In November, members of the Canadian Academy of Floral Art elected Jennifer Harvey, CAFA, CFD, as the organization’s next president. She will assume the position next fall. Harvey has been in the floral industry for 18 years, managing several shops across Canada and working as freelance designer, consultant and blogger. She is in charge of floral procurement and design for Canada Blooms, named among the world’s top ten garden shows.

An alumnus of Algonquin College, Harvey graduated with honours from the school’s floral design program. She is now an award-winning designer who leads seminars and workshops around the world that emphasize floral therapy. A pet

project of hers is developing curriculum and teaching people with disabilities and mental illnesses. In her free time, she writes for industry publications. She was named among Canadian Florist’s “10 Under 40” in 2014.

COMING

EVENTS

JANUARY

9-11: Landscape Ontario Congress Toronto Congress Centre Toronto, Ontario https://locongress.com

26-29: Floradecora Frankfurt am Main, Germany https://floradecora.messefrankfurt.com/ frankfurt/en.html 28-Feb. 1: Toronto Gift Fair The International Centre & Toronto Congress Centre www.cangift.org

FEBRUARY

25-28: Alberta Gift Fair Edmonton Expo Centre Edmonton, Alberta www.cangift.org

MARCH

9-18: Canada Blooms Enercare Centre Toronto, Ontario http://canadablooms.com/ 14-16: Hortiflora Expo Millennium Hall Addis Ababa, Ethiopia http://www.hppexhibitions.com/ floriculture/2018/hortiflora 20-22: World Floral Expo Donald E. Stephens Convention Center Chicago, Illinois http://www.hppexhibitions.com/ floriculture/2018/wfe/ 25-28: Quebec Gift Fair Place Bonaventure Montreal, Quebec www.cangift.org

APRIL

21: Canadian Florist Business Forum St. Catharines, Ontario www.canadianfloristmag.com 22: Niagara International Association of Florists Design Show St. Catharines, Ontario www.niaflorists.org

Organizing an upcoming event readers should know about? EMAIL khendrick@canadianfloristmag.com

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TREND By Michelle Brisebois

Watch

Our homes are our “environmental autobiographies” and the treasures we fill them with tell stories about our past, our loves, and how we want to be perceived by the world. Trends in home décor are important because they represent society’s move through history. It’s a moment in time captured by an aesthetic, a colour, or a functionality. Predicting trends involves a little crystal ball gazing but we spoke to some design professionals who study consumers’ shifting preferences. They predict that 2018 will see people making very personal statements by sidestepping cookie-cutter fads and combining elements in ways that tell their own stories. We have become accustomed to personalization. The ads that follow us from web page to web page and the articles that show up on our social media feeds are all highly targeted to our natural preferences based on past online behaviour. We expect the world around us to reflect our unique likes, rather than catering to the hive mind. The Doneger Group, based in New York City, identifies design trends for fashion and related industries. Kai Chow, Doneger’s creative director, spoke with Canadian Florist about what’s driving current design trends. “Trends are moving horizontally across every classification and industry,” she said. “Consumer sentiment and sociocultural drivers have the last word in the trends that start and are eventually accepted, and this sentiment determines how long they continue.” More than ever, she said, individuality is driving home décor. “There is so much available, so many styles, and at all price points,” she said. “There is no longer a pure aesthetic and it is the eclecticism of how consumers are mixing furnishings that is truly exciting.” While purchases may vary person by person, there are certain themes resonating that can guide you as you update your inventory, Chow said. Here are some of her suggestions.

IN LOVE WITH THE SHAPE OF YOU: GEOMETRICS

(top) @hoflandinspired, (bottom) @katieclarenutrition

All kinds of shapes are showing up in home décor—in tiles, fabric, artwork, lamps, and vases. Particularly popular accents include cut outs in the shape of hexagons, diamonds, circles, and chevron stripes. Strong lines and threedimensional cubes all nod to this aesthetic. It’s a return to the Memphis Design Style popular in the 1980’s, Chow said. This look combined geometric shapes, different materials, and high contrast colours. “Science, math, and a geek sensibility are cool again,” Chow said. Additionally, “Japonisme,” a French term used to describe Japanese influence on art, incorporates geometry, as does Scandinavian aesthetics (more on this soon), she added. Susan Clarke, Marketing Manager at Hofland Wholesale Florist in Mississauga, Ontario, pointed to the company’s “Leaf and Line” collection, which captures the geometric trend.

(left) @h

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TURN ON, TUNE IN, DROP OUT: BOHEMIAN SEVENTIES Fringe is big as are macramé items and embellishments. Remember those avocado and gold pairings? They’re back! But now the shades are a bit more dramatic to deliver a bigger punch. ”The key is to create eclectic groupings of product,” Clarke said. Use various sizes of containers. Mix metal, glass, and ceramic. Use shiny and weathered textures together. “It’s a fine line though! The principles of design & merchandising still apply,” Clarke continued. “It’s easy to go from ‘Bohemian’ to ‘Garage Sale’ if you’re not careful.” Garden roses, clematis, ranunculus, sweet peas, lisianthus, scabiosa, dahlias, “and lots of greenery!” remain very popular to create “this trailing, loose, and flowing design style,” Clarke said. The Doneger Group connects this trend to sustainability. “There is a return to shopping vintage, up-cycling/recycling, and the appreciation of retro craft,” Chow said. “But it is rarely the total look. It’s mixed in with modern pieces.”

(left) @bohemiandecor, (right) @bohoside

LIVING DANISHLY: SCANDINAVIAN STYLE Last year’s big word was “hygge” (rhymes with the opening chant from “Hooked on a Feeling”). It’s a Danish word that means “cozy and content” and captures the simplicity and peacefulness associated with Scandinavian culture. Trend hunters have pegged this year’s Scandinavian buzzword to be “lagom,” which is Swedish for “not too little or too much.” All Goldilocks jokes aside, it’s clear we’re still excited about the Scandinavian style. “Scandinavian design continues to be an aesthetic to strive for— modern silhouettes paired with tactile, often soft touch materials,” Chow said. Rustic, natural elements, like unfinished wooden furniture fits in here. “The idea is bringing nature indoors,” Chow explained. Another hallmark is simplicity. Ikea’s understated PS 2017 armchair recently won the prestigious Red Dot Award for Product Design.

(left) @hygge_for_home, (centre) @huggelife, (right) @hygge_for_home

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NOT JUST FOR GIRLS ANYMORE: MILLENNIAL PINK Pantone’s colour of 2016, Rose Quartz, has stuck around. Dubbed “millennial pink” by the press, it’s a sophisticated hue with neutral undertones that pair easily with other shades. Some credit the colour’s popularity to the gender fluidity expressed with today’s youth who reject rigid male and female stereotypes.

(left) @hunkerhome, (right) @crisarqdesign

DESERT WANDERER: MARRAKESH CHARM Dubbed “Nomadic Nuances” by UK trend forecasting agency Scarlet Opus, this trend features wicker and lamps in the signature “onion like” profile of the Moroccan culture. Intricate tiling along with mix and match patterns are among its trademarks. This look is all about combining elements in a personal way, incorporating artisan elements that are precious to the individual. These ancient cultures also hark back to a more primitive time in history, one less hectic.

In September, millennial pink was all over London Fashion Week for spring 2018 and Clarke imagines it will be huge in upcoming nuptials. “It is soft, delicate, and romantic. And being neutral, it works well with other colours, making floral designs more visually appealing,” she said, adding that Hofland sells “a plethora” of pink flowers. (left) @buddhafulmoi, (centre) @juxestudio, (right) @rockymountaindecals

Hofland offers items that connect to this trend in two story themes. “Calexico is our earthy, textural story. White washed or weathered wood, textiles and pottery, with an added touch of metal and colourful glass all work together to create the market feel,” Clarke said. “Elusive Dynasty showcases bold colours combined with rich textures for an opulent home.” This trend is heavy on metals, paired with clear glass and rich coloured ceramics. Neutral backgrounds provide opportunities to accent with shades of curry and paprika.

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ALMA MATER: PREP SCHOOL CHIC People are weaving the library look into their homes with walls of books showing up in kitchens and family rooms. The style has definite preppy leanings. Blue and white stripes with punches of yellow give a “Hamptons” vibe to the trend, although the quintessential colour combination is pink and green. Monogrammed candles, picture frames, linens, and other accessories offer an exclusive country club feel. Also popular: leather boxes and holders. According to Euromonitor, a London-based market research company, fountain pen sales have grown every year for the last decade. As the digital world diminishes the amount of handwriting in day-to-day life, elegant script signage has gained new appreciation and is often put on display. So what’s the common theme with these trends? They’re all rooted in a desire to connect with simpler, less hurried times. Whether it’s the cerebral sensibility of Japan or Scandinavia, the luxury of escaping with a good book, or writing a friendly letter with a finely crafted fountain pen, the “collective autobiography” for 2018 is about cultivating calmness. Art Deco grew from Egyptian influences sparked by the discovery of King Tut’s tomb in 1922, while the futuristic lines of the sixties were inspired by space exploration. Life and art: it’s a yin and yang kind of relationship where each half carries a piece of the other half with it at all times.

(left) @kellyelizo, (right) @courtneyalexander

Michelle Brisebois is a freelance writer who specializes in retail strategies, with experience in luxury goods, restaurants, financial services, and ecommerce.

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the

SOCIAL

FLORIST

DIYWith Or Go a By Rachel Levy Sarfin

When it comes to using social media for your business, there are two approaches: do it yourself or turn over the reins to a professional. There are some solid reasons to handle your social media accounts on your own. For starters, it’s cost effective. Also, it gives you control—you needn’t worry that someone will post something that isn’t in line with your brand’s persona. However, there are times when it pays to hire a social media specialist to take care of your online profiles. Below, two florists share why they chose to outsource their social media management and what that’s meant for their businesses. SOCIAL MEDIA IS SIMPLE, RIGHT? Wrong!

CONTENT MANAGEMENT AND ENGAGEMENT STRATEGIES Anyone who’s ever tried to lose weight or, say, learn a language understands there’s a vast chasm between figuring out what you should do and actually making it happen. Another benefit of working with a social media consultant is that he or she puts the aforementioned social media content plan into action. This plan is a detailed overview of what kind of content will be posted, how often, and when. It’s not enough to occasionally post pictures of your arrangements or links to articles about why flowers make great gifts. You need to engage prospective customers, whether that’s with entertainment, education, or inspiration. You need your followers to remember there’s a human face behind the business. That can be a tall order, but social media consultants have the expertise to do just that. A social media consultant responds to comments and queries so people feel as though someone is paying attention to them. They can dedicate the time to do social media well, opening up your schedule so you can focus on your core business.

THE CASE STUDIES Wendy Rockcastle, co-owner of Rockcastle Florist in Rochester, NY, and Brad Weinstein, owner of Petals and Stems in Dallas, TX, have both had experience with hiring social media consultants.

Many people believe that social media management is easy. After all, Like many small business owners, New York florist Wendy Rockcastle most of us have our own Facebook profile, Instagram account, and started off managing her company’s social media accounts on her Twitter feed. own. But this task began taking up more and more of her time. As she But there’s quite a large difference between a social media account attempted to quantify her efforts, she soon realized she wasn’t reaping that you use on a personal basis and one that you set up for your adequate results. She decided her lack of social media expertise served business. Your business’ profiles need to be professional and polished. as a barrier to greater success. So Rockcastle turned to Pauleen Vacca, a Additionally, there are so many social media sites out there—which former employee who now owns a marketing company. ones are the best fit for your business? A social media consultant Vacca quickly ushered in livelier vibe to Rockcastle Florist’s social knows how to research your target audience and identify which accounts. She came up with fun and impactful campaigns, including platforms make the most sense to reach them. a cutest pet contest, which ended with a donation to a local animal Moreover, a social media consultant knows what kind of content works shelter, and a Disney-themed line of corsages for prom, which tied to attract eyeballs—and then convert browsers into buyers. Ensuring into the company’s participation with Fairy Godmothers of Greater that you captivate followers takes more than just posting a few links Rochester, an organization which collects gowns, shoes, and accessories and photos now and then. Thoughtful strategy is necessary to achieve so underprivileged can enjoy a fancy night out for the big school dance. successful social media engagement, and professionals understand “We have two locations and Pauleen’s professional touch has helped how to develop those plans for the highest return on investment. January/February 2018 | CANADIAN Florist 12

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running a daily countdown in the final stretch, and sharing a highquality video that featured timelapse videography and music from Georges Bizet’s “Carmen,” which had more than 6,000 views. (More than 1,200 tuned in the following week for the video announcing the winner.) The contest appeared on the nightly news and experienced a significant jump in the number of voters—who had to supply an email address to do so, bulking up Weinstein’s contact list for future marketing. Weinstein was delighted with “the buzz” the PR firm generated. “It raised our visibility,” he said. “Our social media profile is more polished, and it exposed us to Facebook Live [Facebook’s video streaming function]. I’m glad I did it.”

us to present a wellbranded, unified look,” Rockcastle said. “It has also grown our wedding market by helping us present ourselves as artists and craftsmen, as well as local experts.”

Social media consultants are quite helpful to florists because they help them share the stunning work they do with the rest of the world in a way that’s professional and appealing. They also know how to turn followers into customers so that your company can blossom. A partnership between your shop and a social media consultant can be fruitful for both of you in the short and long term. The best time to work with a consultant is now—the sooner you start, the more results you’ll see.

In Dallas, Texas, Brad Weinstein contracted professionals to give the annual Petals & Stems design competition a more prestigious vibe. He hired a public relations firm that had a unit devoted to social media management. The firm teased the contest for more than six months, introducing new contestants every few weeks with a Facebook video, A professional marketer helped Wendy Rockcastle grow her prom business. A Disney fanatic, she encouraged the shop to develop a “fairy godmother” line of corsages that mimicked the dresses of the famous cartoon princesses. The promotion included a professional photo shoot, providing eye-catching images for social media, and tied in with a benevolence project to collect formal dresses and accessories to provide a magical evening for teens otherwise unable to afford prom.

Rachel Levy Sarfin is a Toronto-based freelancer who has written about technology for a variety of publications and blogs.

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FLORIST SPOTLIGHT

Scientist Turned

By Christy O’Farrell Margaret Hinkley has truly worked her way up from the bottom in the floral industry, starting as a part-time bucket washer forbidden to touch flowers to running her own business, Two Buds Floral Artistry in Edmonton, Alberta. She even won second place in a national design competition this year. In 2007, Hinkley got a job at Your Florist in Edmonton while finishing her bachelor’s degree in biology and chemistry at Concordia University of Alberta. She remembers accidentally breaking an anthurium stem on her third day. “I was terrified to tell the boss,” she said. She would later credit that boss, Mark Zeitouni, and designer Bruce Woolner with teaching her a lot about the field. The creative side she comes by naturally. “So much of floral design also comes from within, having an eye and that bit of an artistic flair for it,” Hinkley said. “Even though I love science, art and creative design have always been my fall back, whether it’s in floral design, painting, drawing, crafting, sewing, knitting [or] wood working.” Before graduating from Concordia in 2008, Margaret was a scholarship hockey player at the University of North Dakota. She expected to pursue a career in health sciences or chemistry, but creating arrangements that make “a small difference in the lives of others” won her heart. “I fell in love with the floral industry and the art and the creativity and everything about it,” Hinkley said. “Flowers are powerful and I feel that they ease souls and emit peace and love. When curated into a custom or one-of-a-kind design, there is a real sense of feeling your customer’s message and understanding what the flowers are supposed to represent as they are delivered to someone deserving.” Though not using her degree directly, Hinkley says her studies inform her

Florist

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chosen profession. Knowing botany and horticulture, and understanding the importance of proper care for plants and flowers helps tremendously, she said. “I don’t think a lot of people realize how much goes into ithe cleanliness of keeping a flower shop so your product doesn’t get diseased.” She had also worked seasonally through last year in the city’s entomology and pest management lab, checking trees and plants. Twice, Hinkley and Samantha Kluthe, an accountant and her friend since they were 8 years old, almost bought Your Florist from Zeitouni. But they did not want to be locked in to working shopping mall hours, as its location would have required. They decided instead to “create the company how we want it to be,” Hinkley said. Her company incorporated in January 2015. They started with a home-based business, keeping their other fulltime employment and mostly doing weddings and special events they could work on evenings and weekends. They moved into a small room in an artists’ loft building. Then in 2016, as Two Buds got busier, Hinkley dropped back to two days a week at the lab, and moved into larger quarters at the back of a space with a tailor in front. Marketing on Instagram, Facebook, and Twitter, and at bridal trade shows including Bridal Fantasy paid off for the 2016 wedding season, Hinkley said. “We really stepped it up,” she said, recalling how they got more than 1,000 bridal bouquets, boutonnieres, and corsages out the door in 2016. During bridal consultations, when she asks brides how they discovered Two Buds, often the answer is on Facebook’s wedding “buy and sell” pages, organized by region. On these pages, brides can sell leftover décor or recommend vendors. That type of unpaid, word-of-mouth advertising is “really great,” because bridal shows are an investment of time and money, costing $1,600 for a booth, plus the expense of fresh product, Hinkley said. In October 2016, Kluthe, who has two young children, had to step away from the business. She wouldn’t have been comfortable just cutting back and would have always felt she wanted to do more but couldn’t, Hinkley said. Consequently, Hinkley cut her ties with the lab and, for the last year, has been focused solely on running Two Buds, with help from her parents and several part-time designers. She likes working with her mom two days a

week: “No one else knows how much it means to me,” she said. “She wants me to succeed.” Hinkley is managing to pay everyone, including herself, she said. “It’s a very, very big risk to leave your job,” she acknowledged. “Sometimes I miss just priced from $40 to $120. “I’m trying to going to work and leaving at the end of the be realistic while still making a profit, day, but at the same time, I’m doing what she said, adding that “there are a lot of I love and I wouldn’t trade it for anything.” do-it-yourself people.” With the wedding side of the business In another sign that she must have established (she filled orders for nearly chosen the right career, Hinkley 1,500 bridal bouquets, boutonnieres and placed second out of 16 contenders corsages in 2017), Hinkley’s next goal is from across Canada in the 2017 Maple bringing in everyday business. At Mother’s Leaf Cup, a floral design competition Day and Valentine’s Day, Hinkley and at the Edmonton Home and Garden other small businesses such as bakers Show. Each contestant had three have held “pop-up” events in her space or hours to dress a mannequin, using the rented space that attracted a better-than- same flowers and materials. “Looking expected turnout. around at the other floral designers, While her shop is set up for walk-in traffic, watching their designs come to life its “tucked away” location is hard to find, so as they prepped made me really Hinkley plans to combat that by building nervous,” she said. “So much talent in online sales and hosting workshops. She one room!” is reluctant to move to a more visible With floral design, “I can get lost in location, as her expenses would increase it without worrying about anything,” because of higher rent and buying more Hinkley said. “When I am designing, I inventory, she explained. feel like I am exactly where I am meant Hinkley is scheduling some winter and to be.” holiday workshops Christy O’Farrell is a freelance designer in Alexandria, Virginia. for eight to ten people January/February January/February 2018 2018 | CANADIAN Florist 15

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CAFA Celebrates 25 Years of Design Excellence By Michelle Brisebois

The Canadian Academy of Floral Art (CAFA) has been testing and certifying the best in floral design for 25 years. In an era where experts are born by following Pinterest boards and watching YouTube videos, you might wonder, what is the value of a formal accreditation? For CAFA founder Patricia Patrick, the drive comes from within. “When people wonder if the effort to study for and take the test is worth it, I want them to focus on what’s really important. I ask them, ‘Is your goal to be better?’” CAFA’s testing process is very challenging and designed to reward only those few who have elite design skills. “Our admittance requirements are tough, but they have resulted in a roster of members who are the movers and shakers of the floral industry,” she said. “Our members are designers and commentators, and often the creative force behind many of the floral trends seen in visual and print media.” In other words, CAFA members are industry leaders who shape trends rather than follow them.

CALL TO ACTION Patrick didn’t anticipate founding a worldrenowned floral accreditation program. Instead, the opportunity seemed to find her. “In 1987 I was inducted into the American Institute of Floral Designers, as there wasn’t a Canadian equivalent,” she recalled. “I was on the Board of Flowers Canada and came home so excited after the testing. ‘I just got AIFD!’ I said.” The board lamented the lack of a Canadian equivalent and then Flowers Canada President Marilyn Broad looked at Patrick and said, “Why don’t you start it?” The group decided to separate the nascent Association of Floral Design from Flowers Canada with Patrick at the helm to develop the program and attract students for testing.

As with many noble causes, the devil can be in the details. “One of the biggest challenges early on was getting through all of the paperwork required by the government,” Patrick said. The program also had to strike a balance between expecting high standards (to have industry gravitas) and being achievable through training and practice (to have mass appeal). Getting the word out across Canada became another priority. “The first inductees were all from Toronto, due to population concentration and geographical accessibility,” she said.

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RISING TO THE TOP The accreditation process is a two-tiered process, modelled after AIFD’s. The first stage involves an online questionnaire that covers topics related to the industry, trends, design, and the colour wheel. The second level involves hands on testing where the designer has three hours to complete five designs. Being able to produce that many designs within this time frame is key, as a florist who can’t produce arrangements efficiently is typically a florist who cannot thrive economically, Patrick explained. For preparation, CAFA introduces prospective candidates to mentors who can walk them through steps leading up to the test. “It doesn’t guarantee a passing grade, but the learning from the mentoring makes the student richer,” Patrick said. “This isn’t for junior people; it’s for fine designers. It takes time and effort. I tell students that I failed AIFD the first time but I learned what worked and what didn’t.” Testing typically occurs in Toronto, though CAFA has traveled to other provinces to administer it to groups who’ve banded together.

SHINING MOMENTS As CAFA became synonymous with Canadian floral design excellence, Patrick and other members gained remarkable opportunities to showcase the nation’s talent. Patrick’s proudest memory was creating an arrangement to honour Queen Elizabeth and Prince Phillip when they visited Canada in 2002. The design, displayed at Exhibition Place near Lake Ontario, was five feet in diameter and its centre featured red flowers fashioned in the shape of a maple leaf. “Prince Phillip stopped and took some time admiring the design and then came over to find out more about the Association,” she said. Additionally, CAFA has also designed for the King of Thailand for his 60th anniversary on the throne and his 80th birthday. (The members created an exhibit with a snowy theme to show the Southeast Asian monarch what a Canadian winter looks like.) There also exists a strong bond between CAFA and its American sibling, AIFD. Patrick and a small cohort of CAFA designers have given presentations at AIFD events.

THE ROAD BACK CAFA celebrated its 25th

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anniversary with a gala. Prior to the formal party, worldrenowned designer Roman Steinhauer from Siberia led a hands-on workshop from 8 a.m. to 3 p.m., followed by a stage presentation. “A high profile foreign designer is very exciting for the membership as it’s a chance to see something different, to expand our aesthetic perspective,” Patrick said. “Our membership includes people from the U.S. and Europe so, while the standards and the process are Canadian, we want to take inspiration from all areas.” The event also included a live design competition, complete with surprises (such as designing blindfolded!), and many dreamy, show-stopping arrangements to inspire guests. Among them was a special design by Patrick with great personal significance. “Marilyn was very much on my mind when I created the design,” she said of Broad, who encouraged her to start CAFA. “She passed away from breast cancer after CAFA was founded so the arrangement I created was designed using pink roses. I tucked a small pink ribbon pin into the arrangement as a personal tribute to her.”

THE JOURNEY FORWARD Pondering the next 25 years, Patrick said she is eager to see the next generation of leaders take up the cause. “I can’t even imagine what the future holds but I do know that the creative process can’t be mechanized,” she said. She encourages CAFA members to educate the public about accreditation and the level of expertise needed to attain it. “It means you’re the best,” she said. “A CAFA designation will give the consumer comfort regarding [your] design expertise.” Patrick named growing membership as an ongoing priority and challenge, along with coming up with ways to make the accreditation process more easily accessible for florists outside of Ontario. The next wave of CAFA leaders will have all kinds of technology including live streaming and virtual reality programs to help them reach a broader audience. Another CAFA call to action is “getting consumers to see floral design as something that’s part of their everyday lives,” she said. “The industry needs a coordinated marketing effort to address consumer awareness and perception of flowers.” Patrick is proud of what’s been accomplished but emphasized she’s ready to pass on the torch, assuming the role not of an organizer but of a mentor.

Michelle Brisebois is a freelance writer who specializes in retail strategies, with experience in luxury goods, restaurants, financial services, and ecommerce.

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Romantic Expressions design

By Heather Page

“These designs were for a wedding editorial photo shoot in the Spirit Sands in Manitoba. The soft and muted palette was very much inspired by the sandy dunes. Because it didn’t have any strong colours, I wanted to play up the texture to create depth within the designs. To do so, I added elements such as clematis, lunaria, dried prairie grains, and grasses.”

“I was asked to make designs for an editorial spread in Magnolia Rouge about how to create a DIY textured styling board. Basically, that’s a chic but simple backdrop brides and wedding professionals can have ready to make details, such as rings, shoes, invitations, and, of course, flowers pop in photographs— especially if a venue has ‘busy’ décor. This was a particularly fun project as I really enjoy styling floral flat lays. I tend to collect and often flip through ‘vintage’ floral and design books. For this particular shoot, I was very much inspired by shape. I followed the Hogarth curve, also known as ‘the line of beauty.’”

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“These were demo pieces for a private floral workshop I gave. It was in early spring and the pieces were all inspired by the fresh flowers of the season—iris, hyacinth, spirea, tulips, sweet peas, ranunculus, and hellebores. I also added carnations and roses to the mix because I love the romantic and traditional feel they bring to a design.”

Heather Page is a formally trained floral designer at Academy Florist in Winnipeg, Manitoba. Her style has been described as romantic and refined and she specializes in wedding and event design. January/February 2018 CANADIAN Florist 21

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The Florist’s Guide To Onboarding New Team Members By Ryan O’Neil

After weeks (or maybe even months) of searching, you have finally found the perfect addition to your team. He or she is an incredible floral designer, able to win over most any potential client in a consultation, or knows the best customer service practices to keep a client happy and leaving rave reviews. The truth is, however, that no matter how amazingly talented new team members might be, there is quite a bit of work to be done before they are really part of your floral business. Over the past month, my wife, Rachael, and I have been doing some new team member onboarding both at our St. Louis Shop, Twisted Willow, and at Stemcounter. We are trying to teach new hires all the daily processes and principles that now seem like second nature to us, such as key tenets of our company culture, how we market the company, special things we do to book new clients, and the 19 softwares we use to run our floral studio. Today we are sharing our detailed checklist for getting new people on the same page as us. THE BORING LEGAL/TECHNICAL STUFF As exciting as it is to grow your team, most flower shop owners and managers hate bringing in new people for one reason—the paperwork. So let us just get this out of the way up front: sign the contract, fill out any necessary legal forms, spell out the expected hours and how to log them, and discuss your payment schedule and what time off looks like (taking large events into consideration). Don’t forget to give them a list of any desktop or mobile apps you may use that requires a download. For us, that includes Dashlane, Instagram, and Facebook Pages. We also find it helpful to offer a list of leading designers they could follow on Instagram to find inspiration. We train new hires to understand the various programs we use later on in our onboarding process, but it is worth mentioning now. Our team members don’t only need to have access to the tools we use, but they need to know how to effectively use them. We may be a bit biased but, for us, the most important tool that all of our team members need to know how to use is Stemcounter, a price management software we developed for weddings and other large events. The core of everything we do is built into StemCounter, from our preliminary questionnaires to creating and pricing proposals to integrating QuickBooks. We use Google Apps for our email and Google Voice for our phone line. We’ll use Pinterest from time to time but, for the most part, new hires know how to use it and it’s a simple drag and drop from Pinterest into our proposal software, so we don’t have to spend a ton of time teaching them.

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Of course, this is not the same across the board. Before you begin training, plan out what tools each person needs to use. For instance, Instagram is paramount for designers, who need to stay up to date on trends, but not so critical for delivery drivers—and vice versa for navigational programs. OUR STORY Our company’s story is an integral part of who we are. This was a hard point for me to learn. So many times, I just expected that people should just show up to their first day of work and start working. But you need to give them an opportunity to buy in. For a team member to really understand why we do what we do and where we are going in the future, understanding where we came from is crucial. We want them to buy into our vision and know that they are becoming a part of that. In the process of explaining our story, we emphasize our mission of creating a unique experience for each client as we help them #CelebrateForever. As our aim is to make a tangible and consistent difference for each of our clients, we ask each new team member to look over our reviews on TheKnot to get a sense of the various things we have done to leave clients raving about our work. It’s at this point that we shift the discussion from who we are and what we do to how we do it. INTRODUCING OUR COMPANY CULTURE Every floral shop is going to have a different and defined company culture (even if you are just starting out). At Twisted Willow, our company culture centres on the fact that we are in a luxury business and our pricing requires the best and fastest customer service we can give. Our first principle is GTD (Getting Things Done). We had one lead designer at one point who would use the phrase, “I tried my best.” Trying your best is lacking if the arbor falls over because we failed to set it up and test it before the wedding. The fact is that either something is done right or it’s not. As a team, we have a list of things that need to get done: •

following up on leads

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contacting clients

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scheduling consultations

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dreaming up designs

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finalizing proposals

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ordering flowers

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setting up events

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washing buckets

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…plus a plethora of office tasks

If a new team member is not going to be able to get things done, they don’t have a place with us. We don’t want someone who makes up

excuses about why they were late finishing a task or who simply goes through the motions; our team is made up of exceptional people who are willing to go above and beyond and who are willing to admit when they don’t know how to do something or communicate if there is a real issue with what they are working on. If we are to expect this from them, we need to tell them up front. We encourage feedback in every area of our shop. If there is something we are doing that can be done better or more efficiently, we definitely want to hear our team’s thoughts about it. However, once the project lead has made the call, we trust his or her judgment and go with it. This encourages teamwork and allows everyone to feel they have a voice and stake in the studio, while giving clear leadership and accountability for projects that need to be done. Finally, we always remember that we are offering a premium experience for clients with more flexible and premium budgets, and how we present ourselves will always reflect that experience. Often times, we will work with clients who are working with a particular wedding planner or vendor we know well, so we want to ensure that we maintain a high quality in our connection with each client and execution of every event to maintain our reputation in the wedding industry. I cannot overstate the importance of defining your floral shop’s culture for new team members up front. It’s only when a new person really buys into the core principles of your company that they will thrive in that environment and feed into the success of your team. If you don’t have them, get them. Core principles drive every aspect of our company and are expected to be seen consistently throughout each division at our shop. Without them, our team cannot be as efficient and effective in accomplishing our mission. After teaching our core principles, we teach our new team members some basic principles for each of our divisions: design, event execution, administration, and sales/marketing. DESIGN PRINCIPLES When it comes to design, we need our new team members to understand that our top priority is to make arrangements to fit the style the client desires. Sometimes a client may ask for an overthe-top arrangement but only offer a very small window of time to set it up. Our job is to develop a design that matches their vision and looks incredible while fitting within their parameters. EVENT EXECUTION Event execution covers everything during the week of the event. In training a new team member, getting them used to our workflow is paramount. Whichever team member is taking point on the event is responsible for making sure everything is done (again, re-emphasizing our GTD principle). Because getting things done with excellence is a priority for us, we don’t have an issue hiring some extra help to make an

event come to life. We introduce the new team member to everything we do throughout the week of the event and point out where they fit into that picture. ADMINISTRATION The administration portion covers most all of the nonfloral parts of the business. We want to help the new team member understand that while their task may not be arranging flowers or cleaning up after an event, there is a leg of our business that has to deal with all the details. We’ve booked the client, now we need to coordinate everything to make sure our execution team can do a tremendous job. All the emails, texts, and the twenty-second summaries of proposals are a part of our administration. This also covers general maintenance including cleaning, fluffing pillows, checking the rug and window cushions, and adjusting the displayed vases to keep us looking in top shape in case a client decides to pop in. SALES AND MARKETING The last division we have in our shop is sales and marketing. When we’re talking to a new team member about this, the most important thing to emphasize is that we need to make sure the client is totally content, from receiving very quick responses to their emails to enjoying an incredible experience in the consultation. We walk them through our entire process of landing and satisfying customers, even if they aren’t directly on the sales team. With that in mind, we respond quickly to new inquiries and do all we can to book qualified clients in the consultation (we qualify them by using the budget calculator on our website). We also use the Stemcounter software to create a proposal during the consultation because speed is super important if you want to retain the connection you had. Our marketing efforts range from participating in wedding shows to maintaining an active social media presence. Throughout every marketing channel, we recall our mission of offering a premium experience for clients. We have defined standards for photos that are shared on our Instagram and Facebook pages because we know that clean and professional pictures are what will generate the overall premium vibe we want. Because our mission is a central point throughout our onboarding process, our new team members come to think of everything we do in terms of the standard of excellence our clients expect. FINAL THOUGHTS Onboarding a new team member really is a tedious process. But we’ve learned from having several people rotate through positions that it’s much better to address all these logistical details ahead of time rather than having a conversation later in the relationship about why they aren’t following up with a client quickly enough. When you break it down, as we have, and focus on training the new team member in one area at a time, it becomes much more palatable for both you and them. It takes time, certainly. And honestly, it feels a little awkward the first or second time you do it. But it’s worth it to gain a high team member retention rate. Ultimately, you’ll end up having to train fewer people because you were thorough upfront. Ryan O’Neil is the founder of StemCounter.com

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Joe With

Passion Awakened

By Joseph DeLarge, CAFA, CFD

Every florist has a unique story that ignited their passion for flowers and floral design.

I spent my childhood in the fields and forests of the southern Georgian Bay area of Ontario, just north of Toronto. Around the farmhouse we kept a large vegetable garden and lots of flowerbeds, with the fields and forest beyond. We kept plenty of flowers and plants inside as well.

I vividly remember picking bouquets of wild flowers for my mom and incorrectly watering all of her houseplants as a child (though most of them made it, I think!). My brother and I would spend countless hours reluctantly weeding the gardens and excitedly building intricate forts in the forest, weaving and binding branches and vines together. My hands were being trained to make intricate armatures and my eyes were studying the nuances of the natural world in order to one day create floral art. Though I didn’t know it at the time, I was developing my passion for flowers and plants. Today, I regularly revisit those gardens, forests, and fields to get inspiration and materials for the shop. There is so much history and sentimental value to the beautiful bounty they provide! We florists know how lucky we are to be able to make a career out of our passion. If you’re like me, the flowers almost set you into a trance with their beauty. It’s hard to resist the call. Making a living is just a bonus! I left the farm for four years to study horticulture at Seneca College. The mandatory floral design class I took during my training was an eye opener. I never looked back! I’ve pushed myself to learn more, earning accreditation with the American Institute of January/February 2018 | CANADIAN Florist 24

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I love my flower friends. The friendships I’ve cultivated with many people throughout our industry have only strengthened my love of floral design.

Floral Designers and the Canadian Academy of Floral Art. I’ve entered design competitions and won awards, had the opportunity to mentor up and comers, managed flower shops, and now run my own.

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environmentally sustainable and socially responsible practices that minimize our impact on the planet

My passion has taken me far and now I want to pass it on to you. Those who know me well are familiar with my strong opinions and perspective on our industry. The floral industry and retail florists can sometimes get complacent and stuck in their ways. I want to share the experience and knowledge I have gained over the years.

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analyzing the numbers behind your business

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incorporating plants creatively with ease and confidence

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maintaining a website with original content

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managing your social media presence

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turning your hand to high-end and artistic floral designs that represent your unique design style

I want to start a conversation around where floristry is going into the future and how we as florists can change and navigate that future. I want to inspire other florists to take risks and challenge themselves to try something new. I’ve been working on my version of the retail flower shop for 10 years now; eco|stems is a different breed. It’s about change, taking risks, being inspired, learning, implementing trends, and doing.

I love my flower friends. The friendships I’ve cultivated with many people throughout our industry have only strengthened my love of floral design. Those relationships are blessings we should always nurture. Floristry is a career where the learning never stops. Together we can work towards a new vision of our industry!

In the coming issues, in this column I’ll discuss the following topics: • working within the seasons with flowers you’d normally overlook or avoid • the evolution of the retail florist and best practices for the 21st century

Joseph DeLarge CAFA, CFD, is the owner of eco|stems in Toronto.

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JENNIFER'S JOURNEYS

It’s All in the

Details By Jennifer Harvey

Happy New Year!!! 2017 went out with a bang and I am so excited to experience 2018 with all my floral friends, new and old. If my last year had one theme, it would have been events. Last year, I got to design for all kinds of parties, ranging from neighbourhood BBQs to star-studded soirees. Regardless of formality, all these events had the same common thread: attention to details. A great event designer takes note of the little things that can make all the difference for the event and pays close attention, from the first meeting until the last candle burns out. When you first sit down with a potential client, you bring out what they see as a vision: colours, textures, vignettes, and even budget. The client might know the emotion behind the event, but it's your job to translate those feelings and illustrate them as art. Our

talent lies in creating an ambience and making sure the client’s celebration is cohesive. Whether it is a corporate event celebrating employees or a funeral that’s letting loose strong emotions, we need to understand why we are making this moment happen. You can keep coming back to this response to navigate all the details going forward. In a onehour meeting, you can go from a customer envisioning mason jars

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Determining who’s in charge is one of the most important things to find out . and babies breath to a tiger in a cage! When a brideto-be figures out you can do more than the six pages of Pinterest photos she brought to the consultation, her imagination can go wild. Your job is to find that middle ground where she feels her input is valued, but you make the judgment calls to make sure her dreams come true. Once you’re zeroed in on her vision, going forward any new ideas that come to the table can be validated but also put to the side if the theme doesn't call for a group of mimes or a flower carousel. Determining who’s in charge is one of the most important things to find out. It saves you so many headaches as the event approaches. Over the years, I have learned to nail this down at the first meeting. I can't tell you how many times I have gotten a call from a corporate event planner making last minute changes who had no authority to do so and, taking it as gospel, made changes that ultimately got me in hot water and left me scrambling to change things back. Weddings have this gray area more often than not. Typically, the parents foot the bill and thus have the final say but everyone in the family tries to make last minute changes. Without a clearly defined line of authority, event designers can get confused, forget to charge for something, blur the theme, and, in some cases, create mistrust. Wedding season is a strong example of how blurry the

vision can get near the end. Aunt Alice may call at 10 am the day before, ordering corsages for extended family and insisting we add roses to her table because, after all, she is sister of the mother of the bride! Bridesmaids call and want to change their bouquets, mothers-in-law hate these flowers and want new ones in remembrance of a wedding they never had but always wanted, and the list goes on and on. Ask the hard question. Who has final sign off powers and always check with them. Always. Speaking of “hard” questions…don’t sidestep asking for the budget. This will let you know what to do to have the most impact. You can wow the low budget bride by creating a memorable vignette or two that delivers a lot of value for their money. Maybe they can’t afford peonies for their November wedding, but if you take the time to place the perfect coloured napkin on each plate with a bloom and a name card, it will hit the spot. Knowing how to make the most of what they are willing to spend earns trust. So if things go wrong (the peach ranunculus you ordered came in as pink lisianthus, for instance), the client might not frazzle as easily knowing she’s in your good hands. The details of every event can make or break the overall take away feeling. Events can bring people together and we, as artists, have the knowledge, talent, and magic to make those moments happen for people. Jennifer Harvey, CAFA, CFD, is the owner of Jennifer Harvey Designs and Beleafs Home and Garden Care in Brockville, Ontario.

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RISING TO THE OCCASION: 3 BAD HABITS TO DITCH THIS YEAR

By Tim Huckabee, AIFSE

Let’s pick up where we left off in December, continuing our list of tendencies that hold florists back from running more prosperous shops. 1. RELYING TOO HEAVILY ON YOUR WIRE SERVICE MEMBERSHIP(S) One word: moderation. Pretend your wire service membership is wine. Medical research suggests that a glass with dinner can help your heart. A bottle of vino every night, however, will undoubtedly have a very different (and detrimental) effect! I see many florists leaning on incoming orders for too large of a portion of their daily business. Remember, those are heavily discounted orders. If that’s the majority of your sales, you’re losing a huge chunk of your profit. Additionally, I see some owners turn to their wire service for nearly every aspect of running the shop, from managing the website to supplying fresh flowers, from determining what to offer at holidays to deciding what to charge for what’s in their coolers. It’s great that the wire services provide all these options, but make sure they’re the best choice for your bottom line. And, to be clear, I am not taking a stance on whether you should have a wire service membership; that’s a business decision you have to make on your own. I’m simply warning you to not go overboard. Also, bear in mind that wire services need you and what your shop is capable of producing and delivering on their behalf. Like all of

us, the wire services are in business to make money. Research alternatives before you buy. Likewise, remember that you are the customer, and make them work for your business. Don’t be afraid to ask for better deals and better rates. 2. NOT UPDATING PRODUCTS Have you seen bell-bottoms or parachute pants on the rack at Banana Republic lately? Did your most recent car come with an eighttrack player? No, because those aren’t things today’s customers want. As consumers, we are constantly bombarded by new choices and options everywhere we shop from Tim Horton’s to Target. But what about your product mix? Too often, I visit a flower shop, look in the cooler and want to check my phone to confirm that it is 2018, not 1988! If you follow FloralStrategies on Facebook, you’ll see that I regularly post photos of exciting new flowers and intriguing designs I discover in my travels. What I don’t show: all those shops afraid of change that are still churning out white wicker baskets filled with Pepto-Bismol pink carnations drowning in baby’s breath! Yes, I know there are some customers who love that look, and we want to keep them happy. But can’t we offer the traditional favourites and some design innovation? You could be losing customers because they’re fatigued by your options. Thankfully there is a wealth of design education readily available to every florist. I suggest taking a grassroots, baby-steps approach. Start by giving your design team time to go through magazines (like this one!) to find new styles and techniques they feel will be a strong addition to your mix. Then discuss

those images as a team, and create some samples for your cooler, website, etc. 3. LOWBALLING YOUR DESIGNS Unless you’re blessed with a trust fund, you’re in business to make money, and a huge part of that equation is charging enough to earn a profit. Far too often I see florists underbid for a wedding just to get the sale. What’s the point? By far the worst habit shared by too many shops is simply underselling everything all the time. I can call nearly any florist in North America and hear my most hated of all phrases, “Our arrangements start at …” Stop that craziness! Ours is the only industry on earth in a race to the bottom, at the cost of profitability. A poisonous cousin of underselling is overfilling arrangements. We’ve all heard a designer say, “I just added a few more flowers to make it look nice.” Well, there goes your profit margin. Remember point no. 1? If you’re stuffing wire orders, you are devastating your profit margin. We’re not just creating a monster; we’re feeding it. Here’s the pep talk I give every group I train: Every item and service that a flower shop sells is pure luxury. Customers really don’t need flowers but, thankfully, they keep coming to buy them from us. You’ll never meet anyone who is going to skip lunch, miss a car payment, or get evicted because they’ve spent their last penny on flowers. Old or young, man or woman, city slicker or country cousin, every person buying flowers is spending discretionary income. And the beauty of the flower business is that if your first suggestion is too much for the customer, you can offer an alternative at a different size or lower price. Again, I promise, you WON’T lose the sale!

Tim Huckabee, AIFSE, was born, raised and educated in Connecticut and moved to New York City in 1993 to start working at a high-end flower shop called Surroundings, where he learned every aspect of the flower business such as handling telephone sales and customer service issues and dealing with walk-in customers. In his frequent conversations with florists, he realized there was a dire lack of sales and service education in the industry. That motivated him, in 1997, to launch FloralStrategies, a company that trains florists in sales, customer service, and how to get the most out of their POS system. He visits 250 shops annually, hosts a monthly webinar series, speaks at floral conventions, and writes a monthly column for the Society of American Florists.

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10 Surefire Ways to LIFE at Tick Off Colleagues WORK During V-Day Season By Cavelle Martin

It’s that time again. Valentine’s Day. I don’t think I need to explain to florists the magnitude of what’s in for you and your team. Your bread and butter does not come without a price. Stress runs rampant during this time and it’s easy for little things to set people off because so much has piled up. I want to help ease some of that stress because, as overwhelming as it may seem, there are small ways in which you can salvage your sanity this season. All it takes is a little self awareness. Let’s face it, you are probably doing something, albeit innocently, that is ticking off your coworkers right now. 1. CROONING I know we all love to hum or sing along to our favourite songs but at work it can sound like nails on a chalkboard. Especially if you’re singing over my favourite song, ha! Even if you have a lovely voice, you’ll make your coworkers’ eyes twitch if you give them an unwanted concert. 2. SMOKING Sally just loves her smoke breaks and usually that’s not a big deal, but when stress is high and deadlines are tight, it’s unnerving to watch the smokers slip out every 10 minutes to “cope” while the rest of the team takes on the extra stress of more work. On top of that, the wonderful perfume of flowers you’ve been working with all day can’t compete with that beautiful aroma of cigarettes. Nothing makes for a productive work day than the smell of hundreds of toxic burning chemicals, amirite? 3. RING-A-DING-A-LING! Like many of you, my phone feels like an extra limb. I feel lost without it. However, during the V-day rush, try to keep your personal calls, social media addictions, and such to a minimum. It’s stressful enough that the company phone is ringing off the hook, so make answering that your priority. If you have to take a personal call, do so privately. Honestly, if your head should be looking down at anything right now, it’s at your work not your phone. 4. FRAGRANT FOOD Real breaks do not really exist when you’re a florist during Valentine’s Day but at some point you still have to eat. Eating and working at the same time is the norm so, in light of that, try to consider the noses of those around you. If I’m stripping roses, I’d like to smell roses, not some seafood medley topped with extra garlic butter (that sounds pretty good though) or your leftover spaghetti caked with parmesan cheese (also sounds delish). And

remember, after you’re done, make a point to clear your dishes off the workspace. 5. WHINING Yes, work is hard and sometimes it’s not fun or fair. This is a given and your team doesn’t need the 9. MELODRAMA constant reminder. Some people like to complain for the sake of complaining, but for the sake of your Emotions are normal and I am not saying you should be a heartless robot but for the sake team, stop. of the people around you, please try to keep it together during this busy, stressful time. Remember, your colleagues are trying their 6. OVERSHARING best to keep things together as well. If one of When you work with a small team in close quarters, you opens the floodgates, it makes it hard for you are bound to find out some interesting things everyone else to not follow suit. That is not a about the people you work with but there are certain mess you want to have to clean up. things coworkers blurt out about their personal lives that cross the TMI line. People are trying to focus and have plenty on their minds, so consider that 10. TWIDDLING YOUR THUMBS before you start letting everyone know about the As a florist during the Valentine’s rush, idle epic fight you had with your spouse last night. hands simply should not exist. Yet, it’s funny how some people work really hard at doing nothing. I don’t know about you, but I can’t 7. DUCKING OUT EARLY help but wonder why this person gets paid I get it. Things come up in life that require you to for all of their “efforts.” Resting on your laurels bow out early from work, but during Valentine’s Day while others hustle will not endear you with you better have a really good reason for it. Nothing colleagues. is more frustrating than when everyone buckles down to make the season a success except for that At the end of the day, all it takes is one singing, one person who just always seems to have some smoking, fish eating, oversharing braggart sort of “appointment” that requires leaving the shop who spends more time playing on their early. If you are this person, please know that your smartphone than lending a hand to put your colleagues are burning holes into the back of your team in a bad mood. head as you skip out the door. Don’t be that person! 8. BRAGGING We all love to share a story here and there that makes us happy and, in most cases, your team will be happy for you. But during V-day season, keep the good news to a minimum. It’s not the time to be constantly gushing about things like your engagement. Perhaps just-had-a-breakup Betty doesn’t need the constant reminder she’s single right now.

Cavelle Martin is a former CSR in the wholesale floral industry who once helped renowned designer Kristine Kratt, AAF, AIFD, PFCI, during a design show. Cavelle is the creator of “Mental Break – In Progress,” a blog she started in 2014 after being diagnosed with bipolar disorder, to help fight the stigma against mental illness.

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How To

By Heather de Kok, AAF, AIFD, PFCI

With Heather

A VALENTINE’S DAY TO REMEMBER Late last fall, I enjoyed an amazing week of learning during the first portion of the European Masters Certification program. I can certainly say that the course has given me a new way to think about flowers and floral design. The Europeans approach design differently than I have ever done. However, I am a self-taught florist. I have always just put the flowers where I thought they looked pretty. Now, I understand why they look nice there and what the purpose of the design is. I now appreciate why we should know the history of

flowers and design throughout the ages. How can you know where you are going if you do not know where you have been? What does this have to do with Valentine’s Day, you ask? Well, knowing where Valentine’s Day started simply makes you an expert on one of the floral industry’s top holidays. For instance, when someone says to you, “This is a stupid holiday created by Hallmark,” you can respond with, “Actually this holiday dates back to an ancient Roman fertility festival that was held in mid-February called Lupercalia…” Fast forward more than a dozen centuries and you finally get to the first mass produced greeting card in 1840. These days, 62% of people celebrate Valentine’s Day, accounting for more than $20 billion dollars! Growers produce 220 million roses for the holiday and the average price

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consumers spend on a Valentine’s arrangement is $130 USD. How do you decide what the consumer might be looking for if you don’t know the facts? Sure, we know that red roses will be the number one seller for most flower shops. But realizing that the holiday’s average sale is $130, we can tailor our designs to accommodate this. That does not mean you can simply charge an extra $30 for the roses you previously priced at $100, but rather you should include something else in the package, be it some unexpected flowers, distinctive design mechanics, a keepsake container, or an add-on gift like truffles, wine, or jewellery. Give fair value and you will always be rewarded. Long story short: Create something with a one-of-a-kind feeling and consumers will go for it. People are led by the heart— they have been since the dawn of time and always will be. Look at the rich history of this day and realize that not much has changed with people. We love stories of love. And we love to celebrate love. And who better to relay this message than a florist? Heather de Kok, AAF, AIFD, PFCI, is the owner of Heather de Kok Floral Design and Grower Direct in Edmonton, Alberta. She also founded The Maple Leaf Cup.

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3 Must-Know

Trends for Digital Marketing in 2018

Ask The SEO

BY: Ryan Freeman

to people planning their weddings. One or two of the trends listed would relate to flowers — by naming a particular flower that is going to be popular, or by calling attention to a particular style of centerpiece — but the other tips would be more general wedding tips, such as trends for dresses or suits, cakes, or color palettes. Your readers are nudged towards services that you provide while also gaining knowledge about the field in general.

Marketing is an important part of this. It enables us to get the word out about our business, to attract new customers, and to alert existing customers to new products, specials, and offerings. When done poorly, however, marketing can turn off customers. If your marketing appears desperate, overly “salesy,” or unoriginal, customers might turn away from a small business and make their purchases from a more polished national chain, thereby taking their purchasing power out of the neighbourhood.

Another form of content marketing you could consider is to publish an ebook or an infographic. What might customers want to know? A short guide to arranging with flowers, for example, might help customers be braver in experimenting with floral decorating in their own home. Or an infographic displaying the journey that your flowers took from field to shop will help your customers understand exactly where the product came from — which many customers want these days.

Below, for your consideration, I’ve listed what I think will be some of the biggest marketing trends for 2018. If you want to grow your florist business and use your dollars effectively, consider how these options might work for you.

Content marketing builds connections between your customers and your brand. It helps customers see you as a knowledgeable expert on the subject, which entices them to purchase your product. It also steers away from blatant in-yourface advertising language that might alienate customers.

Content marketing is one of the biggest online marketing trends of 2017 (and 2016), and it will only become more popular in 2018 as methods of content creation and distribution evolve. Content marketing is a form of marketing that provides a piece of useful content to your clients, without being overtly sales-focused. Even if you're unfamiliar with the term, you likely interact with content marketing pieces on a daily business. One of the most popular forms of content marketing is a blog. Blogs provide useful content – either educational, entertaining, or both – to readers, while subtly marketing your products. Consider, for example, the blog that an independent florist might run. On this blog, they might publish articles like "5 Must-See Wedding Trends for 2018.” Since nearly all weddings use flowers, this blog will provide useful content

If you don't already have a social media presence, your small business needs an Instagram, Facebook, and Twitter account. Tailor your message to fit the social media platform — for example, use attentiongrabbing, well-composed images on Instagram and Facebook, and short, snappy sentences on Twitter to grab attention. Try to connect with locally influential publishers for either donated or paid product placements and mentions. 3. REVIEWS

It’s January — let the cavalcade of predictions and trend lists begin! As business owners, we know how important marketing is. We're also hyperconscious of our budgets and know the strain of trying to use every dollar wisely. Without the resources and reach of the big national chains, small businesses rely on wordof-mouth advertising and relationships far more heavily to grow and expand our reach.

1. CONTENT MARKETING

or courted by brands to showcase their products. The best influencers, however, are those whose product placement is entirely natural, who make authentic appeals towards particular brands.

Tip: Video is quickly becoming the most consumed type of content on the Internet. It doesn’t take much equipment and know-how to shoot some informational or on-the-scene videos and share them on your blog and social channels. 2. INFLUENCERS The term "influencers" refers to people who have a wide social media reach. They shape trends by "influencing" those around them. Instagram is the app of choice for social media influencers, who also often have substantial presences on YouTube, Facebook, Twitter, and Snapchat. The Internet is a highly visual medium, and influencers post gorgeous, attention-grabbing images that make the products showcased into trendy must-haves. Often, influencers are hired

We all know that business and product reviews are important, but it’s very easy to underestimate just how important they really are. A study published in late 2017 reported that more than 97% of consumers have used the Internet to look for a local business within the last year. The study also found that the way people use and interact with reviews is rapidly changing. Instead of visiting a website right away after reading reviews, consumers are now more likely to call or visit directly. Shoppers have an evolving level of sophistication in how they process the information in reviews: 79% of consumers have read a review they believe to be fake, and people are considering reviews for a much broader range of businesses than ever before. Yelp leads the way as the most trusted review site, followed by Facebook, Google, and BBB.org. When evaluating a business, consumers view the quantity of reviews to be almost as important as the average star rating. They now expect a company to have at least 34 reviews online before the review scores are considered trustworthy. Older reviews are considered less relevant. The kicker? More than 85% of shoppers consider online reviews to be as trustworthy as personal recommendations. All this is to say, if your review work has been slacking until now, 2018 is definitely the year you’ll want to step up your game and generate as many legitimate online business reviews as possible. After all, if your review count and score are what determines whether or not someone will visit your site or call your shop, this is an area of marketing and customer relations that deserves your full attention. CONCLUSION Whatever marketing tactics you choose, make sure that you're focusing on your customer and serving them well. Service, product quality, and community engagement are truly the reasons that people choose independent florists (and small search marketing agencies!) over big box chains and corporate options — so make sure you're delivering on your core principles.

Ryan Freeman is president of Strider Inc., founder of Florist 2.0, and publisher of Canadian Florist.

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Join Us at the All New Great Lakes Floral & Event Expo March 2 - 4, 2018 Amway Grand Plaza Hotel / DeVos Place / Grand Rapids, MI

9 MAIN STAGE DESIGN SHOWS

8 HANDS ON WORKSHOPS

13 BUSINESS SESSIONS

EXPANDED TRADE SHOW

with 2.5 hours of trade show only shopping on Saturday and 1.5 hours trade show only shopping on Sunday

STAY AT THE AAA FOUR-DIAMOND RATED AMWAY GRAND PLAZA HOTEL

for only $139 per night

ALL GLFEE ATTENDEES

receive access to the West Michigan Home & Garden Show

Learn and network with world renowned presenters: Sandy Schroeck, AIFD, PFCI – Sponsored by Floriology/BloomNet Kevin Ylvisaker, AIFD, CAFA, PFCI – Sponsored by Smithers-Oasis Tom Simmons, AIFD, CFD, CCF – Sponsored by Teleflora Deborah De La Flor, AIFD, PFCI – Sponsored by FTD Derek Woodruff, AFID, CF, PFCI – Sponsored by Nordlie Floral, A Kennicott Company Jackie Lacey, AIFD, PFCI – Sponsored by BloomNet/Floriology Jerome Raska, AAF, AIFD, CAFA, CF, PFCI – Sponsored by MFA/ILEA

Just to name a few …

Visit www.michiganfloral.org (Great Lakes Floral & Event Expo) tab or call (517) 575-0110 for more information The 2018 Great Lakes Floral & Event Expo is presented by

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on THE

LEVEL with

NEVILLE

BE WARY OF SPARKLERS by Neville MacKay, CAFA, PFCI, WFC

When deciding your course of action for 2018, remember, there’s a big difference between something that’s “trendy” and “a trend.” Think of a sparkler, which is nothing more than a big show for a short while that leaves you with nothing but a burnt mess. That, my darlings, is what “trendy” means to me.

in-everything-you-can-and-drag-it-down-the-aisle bouquet is SO trendy, but, in my opinion, it’s like a fart that doesn’t smell—that is to say, just a bunch of noise. I fear its popularity will end the minute this season’s “gotta have it!” brides get carpal tunnel syndrome and bitch about it on social media.

I got to go to ProFlora in Bogota, Colombia last October and, at this incredible show, witnessed the arrival of some beautiful new varieties of flowers for 2018 and beyond! Now, most were outstanding, believe me, but like a lot of new colours, styles, and trends out there, until it hits the marketplace, we will never know what will stick or what will float like a lead balloon.

The trend of “fusion” cooking has everyone mixing all sorts of cuisines (with varying degrees of success!), but in the floral world, there is a developing trend that is getting momentum and a lot of attention. “Tropical Nouveau,” a mix of tropical and exotic blooms in a bouquet with more of what we regard as traditional offerings is a glorious and exciting look that world-renowned designers like Hitomi Gilliam, AIFD, EMC, and others have researched and developed for our enjoyment. I am all over this look and I KNOW we will be seeing this mix throughout the world in the years to come! Honestly, this is a keeper, my Petals, so start using orchids with carnations and roses and watch the beauty unfold.

I am so thrilled to see the simple understated carnation making a strong comeback, and I predict we will see this common bloom grow even more popular in the next few years! You wouldn’t believe how many options there are now! I saw so many new colours, variations in sizes (some as small as the head of a corsage pin!), and petal configurations. The details made all who looked at them fall in love with carnations all over again. Trust me, these ain’t the red, pink and white (or the blessed candy stripe) carnations we got 25 years ago, so just you wait and see what’s happening in the world of carnations. Likewise, I saw many new, colourful chrysanthemums so keep an eye out for some wickedly cool varieties coming up! (Fun fact: It takes more labour and energy to grow these underrated beauties than it does to grow roses.) I also saw a lot of trendy offerings, too, like super-glittery flowers, buds dyed in all sorts of ghastly combinations, and other atrocities that I silently cried over. But look, we all can’t love everything—and thank goodness for that or the Kardashians would have been off the air ages ago. I have peered into my crystal ball, looking for something new and profitable, and I have a few suggestions and thoughts: First, keep the word “green” in the forefront for installations. Yes, FINALLY, greenery is coming back into fashion in a big way, so after the years of seeing “cluster this” and “masses of that,” we’re using more combinations of beautiful foliage in bouquets and, in fact, through all portions of weddings and events. There ARE other choices than leatherleaf and tree fern, surprisingly enough, although these humble offering are holding their own nicely, as they play well with others.

Roses will always be popular, thank goodness! There are countless new varieties developed all the time, and it’s a guessing game to see which will stay around. Garden roses are still sizzling hot, and after being at Alexandra Farms and speaking with Joey Azout, I am pleased to report there are some beautiful offerings coming for 2018 and beyond! Boy, if you EVER get a chance to visit that farm and see the tens of thousands of glorious roses being harvested every day, I promise it will be worth the trip! I’m seeing a lot of what are known as “Russian-cut” roses showing up at industry trade shows. These beauties are generally left on the plant longer to mature and develop, arriving to us more “open.” Yet, they perform wonderfully and are super for wedding bouquets and events. Look, these are SO popular in Russia (duh!) and throughout Europe. Like so many trends, this one is finally washing up on our shores! P.S. I’m SO glad to see that the bald, slightly overweight look is still on trend or I’d be in trouble! Neville MacKay, CAFA, PFCI, WFC, is owner of My Mother’s

Bloomers in Halifax, Novia Scotia and a design director with Smithers-Oasis North America. He designed flowers for the 1988 Winter Olympics, as well as a long list of celebrities including Glen Close, Sir Elton John, and members of the British Royal Family. MacKay appears regularly on Canadian TV and travels internationally, giving presentations about the impact of flowers.

The world has gone size-crazy, my darlings! That massive, throw-

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Take your business further.™ It’s our job to make your job easier. That’s why we are always building florist coverage so you can send orders through our worldwide network. And it’s all backed by our brand recognition, plus national advertising and marketing. We do it all to help you achieve one thing—success.

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CANADIAN FLORIST BUSINESS FORUM April 21, 2018

Featuring trainer, speaker, consultant, and Canadian Florist columnist Tim Huckabee.

Early-bird tickets on

SALE NOW

CanadianFloristMag.com/business-forum/

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LEARN GROW NETWORK Holiday Inn & Suites Parkway Conference Centre in St. Catharines, ON.

Come for CFBF - Stay for the NIA Florists Annual Design Show featuring Canadian Florist columnist and international designer Heather de Kok, AAF, AIFD, PFCI.

Heather de Kok aaf, aifd, pfci

"The Circle of Life in Your Shop From Every Day To Wedding Day"

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