Canadian Florist - March 2018 by Strider Media

March/April 2018

canadianfloristmag.com

2018’s

HOTTEST TRENDS David Austin Roses: The Story Behind the Beauty

How to Increase Wedding Revenue

inside

Social Media Wedding Etiquette 130 Years of Dobbie’s Florist The Power of Floral Friendships

PM42919543

ALEXANDRA Garden Rose Design Contest First 100 Entries get 48 stems of Garden Roses for Free! ENTER NOW toEreceive the EXC P T I O all NA L rules and info

(and free roses if you are among the ﬁrst 100 registrants) Submit your work anytime before June 30th. Visit http://url.frinfo.net/alexandra E S T. 2 0 0 5

S HOW

US YOUR BEST

GARDEN R OSE

DESIGNS !

2 Categories: Everyday / Wedding Bouquet

THREE

WINNERS IN EACH CATEGORY :

First Place:

A trip to Alexandra Farms - All expenses paid to Bogota, Colombia (airfare / hotel / meals) for 2 people; 4 days, 3 nights or monetary equivalent.

Second Place:

1,000 stems of Garden Roses (includes freight) or $1,000.00

Third Place:

500 stems of Garden Roses (includes freight) or $500.00

Readers’ Choice Award: Prize TBD

JUDGING

WILL CONSIST OF THE FOLLOWING :

1 member from Florists’ Review 1 member from Alexandra Farms Hitomi Gilliam, AIFD

March/April 2018 | CANADIAN Florist 2

Winners announced in Florists’ Review’s September issue!

305-528-3657 marketing@alexandrafarms.com • www.alexandrafarms.com

Cover Design by Alison Westlake

departments

features 10

Wedding Trends: The 2018 Edition

Advice for Event Pricing

Four Keys to Moving Up Market

David Austin Roses: A Love Story

-Heather de Kok, AIFD, PFCI

Bloomin’ Biz/Coast to Coast

Florist Spotlight

The Social Florist

By Design

Life at Work

Grow With Joe

How to With Heather

Ask the SEO

On the Level With Neville

Fair Trade Focus

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

March/April 2018 CANADIAN Florist 3

Go For the Gold This Wedding Season

Vol 113 No 2 Editor Katie Hendrick

khendrick@CanadianFloristMag.com

800-314-8895 ext 106 Advertising Manager

advertising@CanadianFloristMag.com

FROM THE

EDITOR

Allow me to state the obvious: weddings are a lot of work. I’ve always known this, of course, but only recently—as I’ve started to plan my own nuptials—have I appreciated the hundreds of little details that go into the big day.

Of course, I have it pretty easy, aside from footing the bill. My only responsibilities include deciding what I like and communicating these desires. You, the vendor, have the real arduous task of actually bringing a bride’s vision to life. I can only imagine the hours of work, both mental (creativity to design something stylish and personal) and physical (wiring corsages and boutonnieres; hauling buckets, tables, vases, and boxes and boxes of flowers; climbing on ladders to install hanging elements; hanging around until the wee hours of the morning to break it down and pack it all up). I’m sure, in the moment, when you’re slaving through the above list, you’re keenly aware of how much value you bring to the wedding—and perhaps thinking, I’m not getting nearly enough money for this. Over the past eight years, I’ve spoken with countless florists who acknowledge they let a number of factors, from fear to guilt, influence their pricing. They undercut themselves because they’re afraid of losing business to a cheaper florist across town or they find a bride-to-be so sweet that they’re determined to give her the moon, even though her budget barely covers a star. As a result, they never realize their profit potential and they grow resentful for being overworked and underpaid. Pricing aficionado Mark Anderson, founder and senior developer of FloristWare, understands these human tendencies and wants to empower florists so they’re better prepared to resist them. In his feature, “Advice for Event Pricing,” p. 12, he offers specific strategies that appeal to brides at either end of the budget spectrum and why you can (read: should) charge more for the most popular wedding dates of the year. On a similar note, Ryan O’Neil, co-owner of Twisted Willow in St. Louis, Missouri and founder of Curate (formerly known as Stemcounter), argues that volume might not be the route you’d like to go. Taking every wedding that comes your way might mean never taking a weekend off, robbing you of valuable family time and opportunities to recharge. A desire to travel propelled the O’Neils to slash their number of accepted weddings, while a need to eat and pay bills forced them to target a higher tier of clientele. In his article, “Four Keys to Moving Up Market,” p. 18, he explains how he promotes Twisted Willow as a premier florist that discerning clients with deep pockets seek out. We’ve also addressed issues including social media etiquette at weddings, p. 16, how your workplace culture attracts or appalls prospective clients, p. 28, and what our very own Neville MacKay, CAFA, PFCI, would choose for the forthcoming wedding of Meghan Markle and Prince Harry, p. 34. And be sure to check out details, p. 7, for our fast-approaching Business Forum, April 21. We can’t wait to see you in St. Catharines, Ontario!

March/April 2018 | CANADIAN Florist 4

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

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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. ©2018 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

by Katie Hendrick

an original accessory

When creating a design for a customer I want to accent their personality with fashion and style. This prom cuff features organic aspects that are very on-trend with its understated glitz. This design showcases my ability to think outside the box and helps build my reputation for creating original floral jewelry. Let our featured designers inspire you at oasisfloralproducts.com/inspire

RAND POWELL FOLEY’S FLORIST Berea, KY MOST INSPIRATIONAL FLORAL DESIGN: Prom

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

bloomin’

Canadian Institute of Floral Design Celebrates

biz 30th 30th

Alexandra Farms Hosts Design Contest

Alexandra Farms is holding a garden rose design contest, which runs from March 1 to June 30. “This will allow florists to submit pictures from the work they do early this summer,” said Alexandra Farms President Joey Azout. The contest has two categories: garden roses in everyday work and garden roses in a wedding bouquet. There will be three winners for each category. The prizes are as follows: • First Place: an all-expense paid trip to Alexandra Farms in Colombia—or the monetary equivalent

• Second Place: 1000 free roses (including freight)

• Third Place: 500 free roses (including freight) Three judges will vote on the designs. One will be from Florists’ Review magazine, one will be from Alexandra Farms, and one will be a floral designer. The winning designs will be featured in industry magazines and on Alexandra Farms’ social media accounts. Alexandra Farms is the world’s largest grower of cut garden roses, offering designers 50 varieties, including 12 bred by David Austin in England. March/April 2018 | CANADIAN Florist 6

Anniversary

Three decades ago, Don Waltho, the Canadian Institute of Floral Design’s founder and managing director, secured the school’s first location at 4812 Yonge Street (at the Sheppard Subway) in Toronto.

“We had the original Kane Funeral Home Mansion,” Waltho said. “We lasted five years at this prominent address.” He still jokes about this with the students, saying, “an elevator was provided—but you had to lay down to use it!” More than 4,000 graduates later, CIFD continues to grow at its current address, 2794 Lakeshore Blvd. West, in Toronto. “We have so many international students now, and the close proximately to Toronto’s Pearson Airport is perfect,” said Melissa Cristina, CIFD’s program coordinator. CIFD also provides a homestay program so students have a nearby place to live during the three-week course. Floristry has been a lifelong affair for Waltho. His father, William, owned Avenue Flower Shop in Toronto in the 1960s. “I was born in the cooler!” he said. He worked as a retail florist for five years and as a wholesaler for another two years. “I remember working with the best designers of the time— Bruce Philpott, Jane Swain, Bill Morrow, and Peter Cantly—helping each other on different events and occasions,” he said. “The floral brotherhood was amazing!” Waltho launched CIFD after instructing at a Toronto floral school that only offered a 40-hour professional program. CIFD’s 105hour professional program offers an intense, hands-on curriculum that’s completed in three weeks. “It’s the only school of its type,” Cristina said. CIFD is Canada’s only standalone, professional floral design school that is registered by the Ministry of Education, Colleges and Universities. This not only allows tuitions to be fully tax-deductible, but it also allows for government funding and grants. Students under the age of 30 can qualify for free tuition; additionally, this program will

subsidize any employer who hires a newly trained graduate. Cristina is CIFD’s newest instructor. A 2010 CIFD graduate, she previously worked for notable flower shops and prestigious design studios in Toronto. Her designs have appeared in Martha Stewart Weddings magazine. Other instructors include CIFD alumnae Sarah Wu and Tamae Miazaki, and Rada Ristich, the former owner of Peter Paul’s Flower Shop in Toronto. Ristich’s display recently won “Best in Show” at Canada Blooms. She teaches intermediate and European designs and offers insight into starting and operating a retail flower shop. “We are so proud of the team we have developed,” Waltho said. “Students, graduates, and industry experts will confirm they are the best. I get emotional when I reflect on our past 30 years. We would not have survived if we hadn’t been surrounded by the best designers and great individuals.” For more information about CIFD, call 416-7339968 or email cifdschool@gmail.com.

coast to

COAST

Save the Date for Canadian Florist Business Forum Join us Saturday, April 21, at the Holiday Inn & Suites Parkway Conference Centre in St. Catharines, Ontario, for our annual Business Forum, Canada’s only event focused on business education, sales, and networking for retail florists. Our speaker lineup includes four names that should be very familiar to Canadian Florist readers:

Book Those Money-Maker Weddings Jennifer Harvey, CAFA, CFD Designer and consultant Jennifer Harvey, CAFA, CFD, will help you explore the exciting new wedding market and offer tips to diversify your design portfolio. Learn how to navigate emerging trends, millennial brides’ expectations, and budget constraints. Whether you’re recreating the most grandiose trends on Pinterest or servicing a DIY budget bride, you can do so profitably and without sacrificing your brand. It’s time to get the biggest payout for their biggest day! Additionally, she’ll discuss cultural communities and how to break into new demographics, tactics that inspire your staff and prevent burn out, and where to invest your marketing dollars and talent to get the most traction in the wedding industry. Let Harvey reinvigorate your excitement for one of the oldest and most celebrated moments of life.

Conversational Commerce: Building Connections with Customers Michelle Brisebois Your flowers tell your customers’ stories. Whether the message is “I love you” or “Thanks for being my mom,” the flowers start a conversation. Independent florists are perfectly positioned to thrive in the emerging retail environment. Your brick and mortar and online retail spaces are merging, while social media connections are facilitating a deeper relationship with customers.

Do the people who like you on Facebook also buy from you? Why do online shoppers abandon their carts before completing the transaction? If every home is about to have an Alexa or other virtual assistant ready to “send flowers to Jane,” how can you interlace your retail experience with this new technology? This presentation is about nurturing a strong connection all the way through the shopping experience, regardless of where or how your customers are connecting with you. New technology means the online shopping experience will more closely mimic the traditional in-store environment. Michelle Brisebois, a marketing consultant and regular Canadian Florist contributor, will show how the personal touch of traditional retailing and the convenience and measurability of e-commerce, have finally realized they need each other to thrive.

Smart Selling Tim Huckabee, AIFSE, FSC Sales and customer service expert Tim Huckabee, founder and president of FloralStrategies, will break down the most pervasive bad habits and mindsets in the floral industry and offer easy solutions to reverse them. His no-nonsense presentation will tackle every aspect of operating a flower shop, including management, profitable design, sales tactics, and customer relations.

The Art of Selling Neville MacKay, CAFA, PFCI Neville MacKay, flower shop owner, Canadian Florist columnist and a SmithersOasis design team member, will share his secrets for designing pieces with a high perceived value and a hefty profit margin, visual merchandising to entice new customers, the art of upselling and more.

COMING

EVENTS MARCH

9-18: Canada Blooms Toronto, Ontario

http://canadablooms.com/

14-16: Hortiflora Expo Addis Ababa, Ethiopia

http://www.hppexhibitions.com/ floriculture/2018/hortiflora

17: Pacific Northwest Floral Design Competition Burnaby, British Columbia Design358.com

20-22: World Floral Expo Chicago, Illinois

http://www.hppexhibitions.com/ floriculture/2018/wfe

23: The Maple Leaf Cup Edmonton, Alberta Heatherdekok.com

24-25: Neotropica Hawaii Edmonton, Alberta Design358.com

25-28: Quebec Gift Fair 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

JUNE

25-27: International Floriculture Expo Chicago, Illinois Floriexpo.com

30-JULY 4: AIFD Symposium: Discover Washington, DC Aifd.org

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

March/April 2018 CANADIAN Florist 7

Strong Listening FLORIST Skills, Practical Suggestions Key to SPOTLIGHT

Niagara Shop’s Longevity By Christy O’Farrell

Celebrating its 130th anniversary this year, Dobbie’s Florist in Niagara Falls, Ontario, has had its share of brushes with fame: the shop provided flowers for the 1901 public reception in Buffalo, New York, at which U.S. President William McKinley was assassinated; created arrangements for the set of Marilyn Monroe’s 1953 movie, “Niagara”; and designed the centrepiece at a 1991 luncheon for Princess Diana and her sons hosted by the Niagara Parks Commission. But owners Bruce and Brenda Vandersluys say it’s their consistent commitment to all their ordinary customers day in and day out that has kept the fourth-generation florist in business for more than a century. While much has changed in the industry since Bruce’s great grandfather, John Dobbie, founded the shop in 1888, sticking to good old-fashioned business values and practices have paid off, the couple said.

clues that convey their vision and offer feasible suggestions to bring it to life. “Not everybody’s got the proper idea in their head,” he said, having seen some ideas on Pinterest that wouldn’t be practical in certain cases. For example, one mother-of-the-bride wanted the look she saw in a garden wedding photograph, but Bruce explained that the 30,000 rose petals required to re-create it would be cost prohibitive. “That’s where experience comes in,” he said.

“We work very hard to please all our customers, and we’re very much about service, competitive pricing, and long-lasting and fresh product,” Bruce said. “We scrub our buckets on a daily basis. If there’s ever an issue or a problem … we deal with it immediately, come out with a resolution that is making the customer happy.”

Dobbie’s has a staff of four to five full- and part-time employees, which ramps up to 11 at the holidays.

Brenda hastened to add that passion for floristry plays a big role in their success as well. “We like what we do,” Bruce agreed. “When I first met Bruce [44 years ago], that’s all he ever wanted to do,” Brenda said. “It’s a really creative job,” Bruce said. “You never know what the next challenge is going to be, if it’s somebody walking through the door that’s just had a death in the family, or it’s a new baby or an illness or a wedding. We listen to our customers and fill their needs according to their budget.” Dobbie’s is one year older than the city of about 80,000 that it serves, and the oldest florist in the Niagara peninsula. It is one of the few florists in Canada still owned by the same family. Weddings remain a steady, important part of its business because Niagara Falls is a popular destination for brides and grooms from around the world. Dobbie’s does at least 80 to 100 weddings a year. In phone consultations with distant brides, Bruce must zero in on March/April 2018 | CANADIAN Florist 8

With their long history, Bruce and Brenda know all the wedding venues and vendors. They belong to professional groups, including Niagara Events and Weddings, which help them meet planners, caterers, photographers, DJs, musicians, and officiants. The group meets monthly, and guest speakers update them on the latest trends. “We do a lot of networking,” Bruce said. “You’ve got to get out there because it’s just not coming to your door. If you’re not actively chasing it, you’re not going to be around.” John Dobbie’s daughter and Bruce’s grandmother, Eva Dobbie Vandersluys, took over the shop that he had started in his retirement after working as a botany teacher and school principal at Simcoe Street School. (John Dobbie emigrated from Scotland, where at one time, the Dobbie family owned the largest seed and nursery business in the world.) The original Dobbie’s in Niagara Falls included greenhouses and a horse barn. Delivery started with horse and buggy, or sleigh in the winter. Eva then passed the business on to her son and Bruce’s father, John Vandersluys, who built the current location in 1952, across the street from the original. Bruce took over ownership in 1986. He had worked in the shop during and after high school and had also spent eight years working as a

wholesaler out of Grimsby, Ontario, learning that side of the business and getting to know the community. “I did well in sales because I knew what service was all about,” he said. As a charter member of the local Sunrise Rotary Club, Bruce continues his community involvement and volunteering. He also helped institute a breakfast program for Niagara school students who need a meal. As a wholesaler, Bruce also observed what worked and what didn’t for many florists who were his clients.

on their social media accounts. “Pictures are worth more than words sometimes,” Brenda said. “The pictures just grab people. Facebook just seems to be big out there.”

The Vandersluys family still owns their building, and rents out several residential and commercial units, which provides additional income. The shop occupies about 2,600 square feet. Bruce carried on his father’s tradition of strong mechanics, excelling at building arrangements that hold up nicely through the delivery. “You can be as artsy as you want to be, but it still has to get from the design bench to the final destination.” He also prides himself on not repeatedly churning out the same designs. Bruce has been a featured designer three times over the years for FTD Niagara International. With easy access to fresh flowers from multiple wholesalers that serve Niagara, Dobbie’s can fulfill almost any request — or, because its proprietors have had so much practice, gently guide customers toward a realistic alternative. When Bruce took over from his dad, there were four to five florists in town. “The competition nowadays is huge,” he said. “At our peak, we were competing with 21 florists … and now we’re down to about 14.” The Vandersluyses say another key to their success has been staying current with technology. Internet sales are “extremely good,” said Bruce, who helps keep Dobbie’s website up-to-date, along with designing and keeping a hand in all parts of the business. They also monitor their Google reviews, and post photographs and albums

“That’s where you have to be nowadays,” Bruce said. Dobbie’s does very little print advertising, and only a little radio. “We’re progressive,” he said. “If you’re not doing [social media], you’re lost.” Bruce and Brenda have two sons in their early 30s, Patrick and Matthew, who have careers outside the floral industry. Though they help in the shop at busy times, they’re not planning to take over Dobbie’s. They also have two grandchildren, Lennyn, 2½, and Otis, 4 months. But before deciding the future of Dobbie’s, there’s the celebration to plan. This spring, Bruce and Brenda will have an open house commemorating Dobbie’s 130th anniversary with special guests and prizes. They would like their sons, who are musicians, to perform, perhaps at a rooftop concert. Christy O’Farrell is a freelance designer in Alexandria, Virginia.

March/April 2018 CANADIAN Florist 9

Wedding Trends: By Michelle Brisebois

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.

The 2018 Edition

One way to help clients achieve a look that’s stylish but not totally overdone is to share with them the latest trends. Unlike fads, which have a short shelf life and tend to look dated quickly, trends morph over time in relation to happenings and reactions in the world. We tapped some wedding specialists across Canada to learn the latest shifts in bridal trends. THE MALE PERSPECTIVE What’s In: Grooms continue to take a more active role in the wedding planning. This trend has been emerging for a few years now as gender roles evolve within relationships. Katherine Langford, owner of Picture Perfect Event Design in Moncton, New Brunswick, has many grooms who request a touch of whimsy and personalization connected to their attire. “One groom wanted his boutonnière to include a vintage pocket watch that was dear to him,” said Langford. Another couple included checkered flags and victory wreaths in their pictures as a nod to the groom’s passion for racecar driving. Men also seem to be very opinionated regarding the menu. With each passing season, grooms seem to become more involved in the planning process, says Meagan Eagles, lead planner, designer, and florist of Weddings Tied With Lace in Niagara, Ontario. “I often see grooms stepping up to handle a lot of the administrative duties when the bride is too busy with work,” Eagles said, adding that the shift seems to bode well for marriages based on equal sharing of the workload. silhouettes, sheer sections, lacy backs, and deep v necklines. What’s Out: “There’s lots of texture on the dresses,” she said. Wedding Wire Boutonnières seem to be less popular as grooms explore other forms of adornment links this trend to the bohemian style that incorporates dream and self-expression. Today’s couples are older and more established prior to catcher elements into the garment such as covered crochet marriage than their counterparts from previous decades, so a wedding is less patterns, feathers, and tassels. The upcoming nuptials of Prince about being the “bride’s day” and more about celebrating the couple. The big, fat, Harry and Meghan Markle will no doubt spark a few trends for 500-guest wedding is a thing of the past, as couples whittle the guest list to provide a the latter part of 2018. The question on everyone’s mind: what more elegant experience for a smaller group. Additionally, a smaller guest list tends will the royal wedding look like? “They’re both edgy people who are in their thirties, so I expect their wedding will reflect their to present fewer logistical curve balls that stress the couple. personalities,” Langford said.

DRESSES What’s In: Most brides in 2018 will walk down the aisle having already accumulated some significant life experiences. The archetype of the chaste maiden being given away by her father has been merely symbolic for a long time; now, many brides are selecting more provocative gowns, Langford said. Among the latest styles are body-hugging March/April 2018 | CANADIAN Florist 10

What’s Out: Mermaid dresses, sweetheart necklines, and blush-coloured dresses are having their last fifteen minutes of fame. Snowwhite dresses are being passed over in favour of candlelight and champagne shades. Floral crowns and other head dresses are waning in favour of loosely gathered up-dos accented by hair combs, pearl pins, and small silk flowers.

CUSTOMIZATION What’s In:

DÉCOR What’s In: Woodland locations and accents are very popular, although many couples choose to have the service indoors to eliminate the stress over inclement weather. Some of the most sought-after venues include historical buildings, such as train stations, as well as distilleries, lofts, and other industrial spaces. Couples want their décor to have a bespoke, authentic quality. Table dressings tend to be linen with metallic touches, such as silver and chrome. Flower arrangements that hang over the table are big. This style frames the dining experience instead of intersecting it. Langford suggests clients eager to make a statement consider a floral chandelier to drape over the dance floor or hanging hoops adorned with flowers. Potted trees can recreate a woodland setting indoors. Eagles also sees terrariums on the rise as a botanical accent for wedding venues. What’s out: The “rustic” (read: barn) wedding is yesterday’s news, as are the handmade signs with cutesy phrases, which today’s brides regard as pure kitsch. Once the hottest fabric, burlap is out. Mason jars are too— causing wedding planners to breathe a sigh of relief, as most would be quite happy to never see another one again. Tall floral arrangements that impede guests’ line of vision are out of favour too. Big banquet halls or hotel ballrooms are no longer prime choices, as they lack the personality that destination-focused venues do. Warm-coloured metals, such as rose gold and copper, are starting to lose their lustre with discerning clients.

BOUQUETS What’s In: Flowing cascades with lots of movement are all the rage, just don’t use that terminology with your clients. “Most brides today don’t relate to the term ‘cascade.’ They just want flow and movement to the bouquet,” Eagles said. (She uses the term “untamed”.) The greenery-centric bouquet, so popular last year, is giving way to more colour. What’s Out: The all white bouquet is fading fast and traditional wearable flowers are not popular with millennial couples. “When corsages or boutonnières are included, it’s usually at the request of a parent who feels it’s necessary,” Eagles said.

Research shows that people will choose an inexpensive Ikea table they assemble themselves over a more expensive table that’s already in one piece. The reasoning? People have strong bonds to things they create. (Readers who attended last year’s Canadian Florist Business Forum may recognize this adage from Laura Daluga’s presentation.) Why not tap into the “customer co-creation” trend? Some smart florists offer workshops for the bridal party to have the day before the wedding. During these “flower parties,” the ladies wind up making their own bouquets—with expert instruction from the florist. It’s a great way to develop a rapport with the bride and to meet her bridal party, many of whom may be preparing to tie the knot in the near future. What’s Out: Themed weddings with elaborate dress codes (think: “The Great Gatsby” or “Harry Potter”) are getting a bit tired. Likewise, dancing down the aisle (as in “The Office”) was cute for the first 562 YouTube videos, but not so much anymore.

CAKES AND INVITATIONS What’s In: Elegant tiered cakes with buttercream frosting are rising in popularity. According to Wedding Wire, drip icing that cascades over the side of the cake is an emerging trend. Flowers make fabulous adornments for these cakes. Emily Post will appreciate that paper invitations sent through the mail remain the most popular way for couples to announce their nuptials. However, guests’ RSVPs increasingly come in digitally. “It’s easier for couples to track responses online rather than keeping track of them manually,” Eagles said. Invitations at the latest National Stationery Show sported funky calligraphy. Wedding Wire reports that dark, matte paper with metallic lettering is quite avant-garde, as is clear, acrylic paper with gold print. Couples love this for invitations, menus, and signage. The type seems to float in mid air. What’s Out: Naked cakes—those without icing—have been around for a while, so look for this to go away in a year or two, our sources say. You will inevitably see hundreds of Pinterest pictures at consultations this year, as well as that request for something personal. Use your knowledge of what’s emerging in the marketplace and educate clients. Let them know that, to have a creative, one-of-a-kind affair, they should be early adapters of trends rather than fad followers. Michelle Brisebois is a freelance writer who specializes in retail strategies, with experience in luxury goods, restaurants, financial services, and ecommerce.

March/April 2018 CANADIAN Florist 11

r o f e c i v AdEvent Pricing

By Mark Anderson

Most discussion of event pricing in this business focusses on increasing bookings and not losing money (counting stems, controlling costs, etc.). In this article, however, we’ll talk about shooting for bigger profits. We tend to look at quoting events as a binary win/lose proposition: you get the sale or you don’t. The truth, though, is that it’s more complicated. There are multiple potential outcomes, only one of which is ideal. Let’s imagine that you have done the basic consultation, you have a good sense of what the customer wants, and it’s time to quote. There are four things that can happen: 1. YOU LOSE THE EVENT BECAUSE THERE WAS A LOWER COMPETING QUOTE.

more.

That might be OK if you had priced it really aggressively and weren’t prepared to do it for even a little less. Or, you’re thinking, “Damn… I would have gone a little lower if I had known that’s what it would take!”

People associate higher prices with higher quality, especially when they don’t understand the product. Most customers don’t know much about flowers or design, and shops often make the mistake of trying to compete with more prestigious competitors on price.

2. YOU GET THE SALE, AND REALIZE YOU COULD HAVE CHARGED MORE.

Some areas have a dominant shop that gets to charge exorbitant prices. Other florists in the area scratch their heads in frustration as they try— and fail—to compete on price. The problem is that they’re focussing on value while dealing with a customer who is focussed on quality.

If you lose a few sales as described above, it’s tempting to sharpen your pencil and reduce your margins. The problem is that, when someone says yes, it’s going to feel like they said it too quickly. Also referred to as “leaving money on the table,” this will haunt you as you prepare each corsage and centrepiece, knowing you could have charged more and that the extra would have been pure profit. This is a well-known and problematic phenomenon among small businesses of all types—conflating being busy with being profitable. You know that friend who boasts on Facebook about booking every wedding they’ve quoted? After a few drinks, they’ll often admit to being frustrated—they’re busy, but they’re not making any money. Most experts would say that if every quote generates a sale, it’s likely you’re quoting too low.

3. YOU LOSE THE SALE BECAUSE YOU DIDN’T CHARGE ENOUGH You’re unlikely to get feedback that explicit, of course. If you get any reason at all, it will likely be something like, “We went with another shop.” But coming in too low can be a real problem. And there are few things worse than knowing you could have made a sale if only you had charged

March/April 2018 | CANADIAN Florist 12

4. YOU GET THE SALE FOR THE HIGHEST PRICE THE CUSTOMER WAS WILLING TO PAY. This is the only ideal outcome—you book each event with the biggest possible profit you could get from that customer. And this is what we want to have happen with every single opportunity. So how do we get there? The solution is to use a differential pricing strategy designed to maximize profits rather than just controlling costs. We’ll sell at lower margins to the comparison shoppers who won’t pay full prices, without cannibalizing higher-margin sales to the customers who will. And we’ll have high-end, high-profit prices that elevate your brand and appeal to the customers who associate price with quality.

THE FOUNDATION There are two things that make this work and both will seem foreign. One is contrary to standard industry practices; the other is contrary to our intuition. Let’s take a look at both.

The first involves the way we generally set prices. The cost-plus pricing model, where your cost is used as the most important factor in determining your selling price, is used overwhelmingly in the flower business. But it has been abandoned almost everywhere else. Instead, prices should be based on how customers value a product. It’s about how much they will pay, not how much it costs to make. If that seems strange, consider eBooks. They clearly cost less to manufacture, distribute, and deliver than a paperback, but they sell at a higher price. The reason? They offer other benefits (they don’t take up space on your shelves or in your luggage, they remember what page you were on, they’re available instantly) that are unrelated to production cost. Customers do not care about your costs. The only thing that matters to them is whether they value the benefits your product provides as much as the price you are asking. The only thing that should matter to you is charging as much as the customer will pay. Sometimes it may be a little less than your cost plus formula would suggest. Other times it will be more—hopefully much more. That is all perfectly acceptable, and it is the way almost every other industry prices their products. The other thing that can seem strange is the idea of offering lower prices. You may worry that if you offer a lower price, everyone will take advantage of it. It’s a reasonable fear but, fortunately, it’s not true. Consider gasoline. American automobile owners waste over two billion annually on premium fuel for cars that don’t need it. They happily pay extra for something most of us already consider too expensive, something that offers no benefit, something that, in many cases, they are actually advised not to buy. Why? a.) It’s called Premium b.) It’s more expensive. The logic here? If it’s more expensive, it must be better! Very few of us really understand the role octane ratings play in engine timing, detonation, and performance but, to some degree, we all believe that

you get what you pay for. People choose to pay more all the time. We just need to amplify and take full advantage of that.

THREE OPTIONS Our first step is to present three prices for essentially the same product. The prices (and profitability) will vary widely, but the product will vary relatively little. There will be a low (smaller margin/profit) price for the thrifty comparison shopper who will go somewhere else to save a few bucks. There will be a really high-end choice for the money-is-noobject buyer who believes price is indicative of quality. And there will be a middle of the road option for everybody who falls between these two extremes. If we prepare and present the prices properly, people will pay the highest one that is acceptable to them. For example, let’s consider how another business approaches this problem. In Toronto, the base price for a movie ticket is $13.50. It’s cheaper (33%) for kids and (25%) for seniors. And you can save almost 50% if you’re willing to go on a Tuesday night and endure a theatre packed with teenagers. Why does the theatre do that when it would be more profitable to charge everyone full price? The theatre understands not everyone will pay full price. A family of five or a person on a tight budget will just wait to see the movie on Netflix if full price is the only option. So when dealing with someone who can’t or won’t pay full price, the theatre is willing to sacrifice full profit in order to generate some profit. But the theatre also recognizes that some people will pay more— substantially more for a slightly different variation on the same experience. For an extra $3, they can watch in 3D. For an extra $5, they get 3D plus a reserved seat. For an extra $6, they get all that plus the IMAX screen. For an extra $11.50 (almost double the regular price), they get the 4DX experience, or can watch in the VIP room— with no kids and the opportunity to purchase alcohol.

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In each case, the moviegoer is getting the same basic product: the movie. But they’re paying different prices for slightly different versions of it.

PUTTING IT INTO PRACTICE: LINGO The first step is to come up with names for three different service levels that represent a spectrum of value vs. quality. On the far left, you’re going to have the name that most strongly implies value above all else and, on the far right, the name that suggests unsurpassed quality and exclusivity. Everything else goes in between. Standard Premium Super-Premium Bronze Silver Gold Gold Platinum Diamond

a version that only appeals to coupon clippers? At this point you’re no longer trying to negotiate what they’re buying; it’s more about what they’re paying. That means big tangible changes (like reducing the number of centrepieces) is out, but smaller changes to size and quality are OK. Another option is to reduce the level of service. Instead of providing delivery, the customer has to pick their flowers up. Most brides and grooms have other plans the morning of their wedding, so if they’re prepared to run around dealing with flowers that day, it probably means they’re very serious about saving money. And just like the word “Premium” makes expensive fuel more desirable, a name like “Saver” can effectively reduce value and deter full-price buyers. Do you know who is OK with the “Saver” package for their big day? The person who was really thinking about buying from ProFlowers.

Saver Standard Premium

There are options beyond this, but they’ll involve a more intimate and honest understanding of how people value your brand. Is there something that makes you special? A well-known or highly respected designer?

It’s important that the names you choose fit in with your brand. If you’re at the high end of your market, you don’t want to betray that with a name like “Saver.”

Whatever you offer that people value, consider withholding it at the low end. Your celebrity designer who appears on your local morning shows should not be the one preparing designs in the “Saver” package.

PUTTING IT INTO PRACTICE: THE LOW END

PUTTING IT INTO PRACTICE: THE HIGH END

At the low end, we want a price that ensures we get the sale—one that targets the bride you believe may be shopping for the lowest quote, or even considering a drop shipment of flowers. You aren’t going to get your full profit on that sale but, if you’re prepared to compromise, you can make some profit.

Next we look at the other end of the spectrum. Movie theatres can charge almost double by adding a little value. How do you create the IMAX 3D version of your product? How do we make a bigger profit from the customer who is prepared to pay more?

Exclusive Elite Prestige

Remember how the movie theatre dealt with the same dilemma? They know there are some people who won’t pay full price, so rather than just write them off, they offer them a discount. They can see the movie for almost 50% off, but they have to come on Tuesday night and endure a theatre full of rowdy teenagers, talking, checking their phones, and other things. This is called a hurdle, and it is introduced to deter all but the most committed bargain hunters. It ensures that anybody willing to pay full price chooses to pay full price. Now you need to do the same. How can you remove value from your offer in order to deter all but the thriftiest shopper? How can you create

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Again, the focus is on making small changes to your costs but, hopefully, large increases in your margins. That means we’re not looking at big changes to the product, instead concentrating on service and other less tangible factors. Once again the name plays a big part in this exercise. The “UltraExclusive” package instantly seems more desirable than other options because of verbiage. It’s the opposite of the “Saver” package.

And doing the opposite of the low end is a theme here. At the low end, we talked about removing the well-known head designer from the process to make it less valuable. At the high end, on the other hand, we’re going to increase their involvement. Maybe the “Platinum” package comes with the promise that, throughout the process, the client will be dealing exclusively with your well-known head designer who’s accredited with AIFD and CAFA and/or that aforementioned designer will personally prepare every single piece. And maybe the “Diamond” package comes with the promise that the same desirable, value-adding designer will personally deliver, attach, and adjust every single corsage, boutonniere, pew bow, etc. This brings up a good question for smaller shops… is it OK to charge more for the services of the head designer if the head designer is going to be doing it all anyway? Yes! Sometimes when you pay UPS for five-day delivery, it shows up in three. The customer who pays full price is paying for the guarantee that the extra special bonus will happen. And, again, further options will depend on how people value your brand. The movie theatres understood that some people would choose to pay more to reserve a seat, for a bigger screen, for adult-only screenings, and they capitalized on that. You need to do the same. Understand what people prize most about your brand, make it an essential component of the high-end package, and charge more for it.

PUTTING IT ALL TOGETHER So now when you have to present a quote, you’ll be ready with a differential pricing approach designed to maximize profit. At the low end, you’ll have a price that appeals to the bargain hunter and nobody else. It should keep customers from defecting to your low-end competitor or drop shipper, but without cannibalizing higher priced sales to the people who are willing to pay more. Meanwhile, at the higher end, you’ll have a much more profitable price that appeals to affluent customers—customers you might lose to a higher priced competitor if you stick to your regular cost-plus formula. The interplay of these prices is part of the magic of differential pricing. It’s like holding up a mirror that reflects and reinforces the customer’s own beliefs. The thrifty bargain hunter compares the prices and thinks, “I don’t care which designer prepares my flowers and I can save money by picking them up. Great!” Meanwhile the high roller looks at the low-end package and thinks, “I definitely want to deal directly with the head designer, and there is no way I would give that up to save a little money.”

OTHER PRICING TRICKS Venues and caterers charge a premium for the most sought after dates and offer a discount on less desirable dates. Learn what these are and charge accordingly. The bride getting married at the most exclusive venue on the most popular date is used to paying more —don’t disappoint her! Build in a bigger profit. Meanwhile, the bride getting married on a Friday night in February is likely on a very tight budget, so sharpen that pencil. Unless you are truly an ultra-exclusive high-end shop, use charm pricing ($49.99 rather than $50) at the low end. At this point, it’s part of our consumer DNA to believe that good deals only end in 9. At the high end, it’s the opposite— consumers associate round prices (prices that end if zero) with higher quality. Hotels and resorts base their pricing according to how far in advance they are reserving rooms. If a date is filling up quickly months out, they know they are not charging enough and will increase prices. Conversely, if it’s not filling up quickly enough, they lower them. A handyman friend of mine uses a similar formula: if he’s booked more than two months in advance, he raises his prices. Too often in this business, the priority is just booking to capacity as far in advance as possible. If you ever have to turn business away because you’re already booked, try charging more.

Mark Anderson is a

software developer, small business owner, creator of FloristWare, and an enthusiastic supporter of the floral industry.

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& the

SOCIAL

FLORIST

By Rachel Levy Sarfin

Social Media

Weddings

A Complicated Relationship

Social media has had an enormous impact on virtually every aspect of the way we live, work, and play. One place where social media is huge: weddings. In today’s hyper-connected world, service providers such as photographers, hairdressers, and florists can post photos of the pre-wedding preparation before the bride even walks down the aisle (though they shouldn’t). Guests can upload their photos as they’re dancing the night away, too. Social media has created an excellent marketing opportunity for florists, but it’s also created some potential landmines. THE DOS Social media can actually be part of the discussion during your initial consultation with the happy couple. Talk to them about using hashtags when their wedding photos are posted to social media, whether it’s personalized for their event (#JimandPamforever) or something more broad (#Banffweddings). You can then use those hashtags in your own social media marketing efforts. If the couple wants to have pictures posted on social media and has agreed on hashtags (more later on couples who are social media adverse), reach out to their wedding photographer and make sure he or she knows the social media handles too so the photo trail is easy to follow. Also ask that your shop be tagged in posts, so prospective clients see who’s responsible for the stunning floral designs. Don’t be afraid to ask the bride or groom to tag you, as well. Satisfied clients will be happy to show off their big day. Most understand that sharing photos of your work (with tags) on social media serves as a referral to their many connections and will be happy to oblige. Social media marketing doesn’t stop even after the big day. As soon as possible after the wedding, create a shared album so the bride and groom have beautiful, close-up pictures of their wedding flowers.

THE DON’TS While millennials are notorious for living their entire lives on social media, March/April 2018 | CANADIAN Florist 16

there are some couples who don’t fit into that mold. In fact, they want to keep their big day private. This trend is known as “unplugged weddings.” How does a florist eager to promote his or her shop on social media deal with a situation like this? The first step is to determine the couple’s wishes well in advance of the wedding day and clarify what exactly they require. For instance, some couples just want to avoid having people disrupt the wedding ceremony with their photo taking and simply ask that people hold off until the reception. Others, perhaps, don’t care if you post behind-the-scene shots during your setup—so long as you don’t identify their wedding. Again, you can avoid any embarrassment or anger by talking to the couple about their preferences during your initial consultation. Even if the couple is perfectly willing to post photos throughout the entire event, there are some common sense rules you should follow.

Don’t be afraid to ask the bride or groom to tag you, as well. Satisfied clients will be happy to show off their big day. Perteet is well aware of the social media marketing opportunities that weddings present, and has tailored the way she deals with clients accordingly. The florist stipulates in her contract that she is allowed to take photos of her arrangements. Chavez-Perteet decided to include this because it gives her the freedom to market herself to potential clients. Customers haven’t been scared off by her contract, either. “Couples feel a sense of comfort by signing a contract,” she said. “The contract benefits both parties.” The Albuquerque florist hasn’t included any more rigid stipulations, such as ownership of her photos or requirements that the couple credit her in photos they share of her designs. Couples can’t access her photos unless she shares them, so no one’s stealing her images. Plus, photo tagging happens organically. Her clients are proud to say they’ve used her services and instinctively tag her in their wedding photos. For starters, don’t tag the bride or groom in your photos without permission. Second, don’t post pictures before the ceremony starts— it spoils some of the big moments of the day, such as the bride’s ceremonial walk down the aisle.

Social Media Marketing Savvy: A Real Life Example Shannon Chavez-Perteet is a second-generation florist and the owner of Shannon Loves Flowers in Albuquerque, New Mexico. Chavez-

Social media is still evolving, and its use at weddings (including the wedding planning process and the post-wedding wrap-up) shows no signs of stopping. It’s good business sense to embrace it. However, don’t abandon common sense or courtesy—that will cost you customers. Rachel Levy Sarfin is a Toronto-based freelancer who has written about technology for a variety of publications and blogs.

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FOUR KEYS To Moving Up Market By Ryan O’Neil // Curate.co (formerly StemCounter.com) // Twisted Willow

When my wife, Rachael, and I first started our St. Louis floral shop, Twisted Willow, it was hard to imagine that we would one day land five-figure weddings. We started out doing rather intimate weddings with a focus on the ceremony. We learned a lot about growing from smaller budgets to those high-investment celebrations. Our average wedding is currently around $6,000 (USD), we’re doing half the weddings we used to, and we’re more profitable. Let me take a moment to stop here and clarify: you can have an incredible business model by helping brides with a tighter budget and making that your niche. I talked with a florist from British Columbia the other day who was doing just that. She had optimised her processes and streamlined most of the consultation process on her website, thus reducing her overhead, and was able to make acceptable profit while still serving the market. Besides, brides of all means deserve to have a florist who is excited about the happiest day of their lives. So while both approaches certainly have merit, our company decided to take fewer events but focus on those that have higher revenue. We have a growing family and we love to travel, so we knew we needed something that accommodated both our financial needs and our desire to enjoy our weekends. Further, as Rachael’s design style shifted to be more upscale, we realized that we would be much happier doing fewer, larger weddings each year than we would be maintaining a large number of intimate ones.

end clientele we desired. The new logo, pictured below right, immediately helped Rachael start connecting with the clients she wanted. Every piece of your brand needs to be geared towards your target audience. If you want high-end brides, your logo should avoid overly bright colours, a “fun” font (which might register as juvenile), or an emblem that proclaims “DIY.” However, if your goal is to help clients planning intimate events on meager budgets develop beautiful floral arrangements for their special day, you may be able to have a logo that is a bit more whimsical. Very few clients consciously classify a business as upscale or modest based on a logo, yet most have seen enough logos to form an opinion about what end of the market you serve. Whatever your target audience, it is important to know what design elements will resonate with them before you develop your logo.

So how does a florist successfully move up market? We’ve narrowed it down to four key actions, and it starts with creating opportunities for high-end clients to “self qualify” for your services. ALLOW YOUR CLIENTS TO SELF QUALIFY Take a look at your marketing materials and ask what type of client they’re attracting. Are the images on your brochures, business cards, social media pages, and website showing smaller, more budget-friendly arrangements or are they showing large, dramatic pieces? Are they amateur-looking photographs or professional, high-resolution images? One of the first things we had to change when we decided to move up market was our overall look. We changed out the images on all of our marketing materials to reflect the type of event we imagined ourselves doing regularly. If a potential client desires an elegant look, they will connect with the images we advertise and will schedule a consultation. However, if a potential client wants something simpler, they’ll see that our style isn’t quite what they’re looking for and move on. We also made some major updates to our website that not only increased our website conversions by 400% but also created an opportunity for potential clients to self-qualify. Those tweaks included not only visual images, but also our budget calculator. On the last page of our budget calculator, if the potential client isn’t quite a match, he or she receives a message saying “Our floral investments start at $3,000. We’d love to hear about your vision and see if we can bring it to life.” This allows potential clients to self qualify by deciding that their budget is more flexible than they originally thought (in which case they’ll fill out our “Check My Date” form to schedule a consultation), or they’ll bounce from our site and find a florist who’s a better fit for them. Finally, we realized we needed a major overhaul to our logo. Even though we worked with a professional branding company when we started and had a beautiful logo that fit our initial clients, we found it didn’t resonate with the higherMarch/April 2018 | CANADIAN Florist 18

CREATE AN EXPECTED EXPERIENCE Every week at Curate (we recently rebranded StemCounter), I talk with dozens of florists about how they’re running their business and one thing I’ve noticed about both luxury florists and those with large, corporate studios is that they focus on providing an expected experience from the very first interaction—whether that’s at a wedding show, online, or however else—and continuing it through the consultation, execution, and follow up. Florists can be guides for couples on the journey to their big day. For many clients, it will be their first time getting married and they don’t really know what to expect. Since every client is coming from a different walk of life, the expectations they may have can vary greatly. It’s your job to educate them on exactly what they should be expecting if they book with you. If you want them to expect higher prices coming into the consultation, educate them ahead of time (that’s why we created the aforementioned budget calculator). If you want them to expect a certain level of service from you, lay out exactly what you’ll be doing and when. We developed our florist welcome packet to help us do just that. In it, we: • creatively highlight our work, which helps us build brand credibility • re-emphasize the self-qualification aspect • introduce who we are • provide a timeline for the whole process • give the details of our florist contract, so they know what to expect to pay

as a retainer fee Our welcome packet also folds up nicely, so we can easily add in the proposal we build out via Curate during the initial consultation. By doing this, we’re able to gently educate our clients without making them feel overwhelmed by the process. We’ve found that, by creating a particular expected experience, clients trust us more and are more comfortable with our higher price point. TAKE ADVANTAGE OF EVERY OPPORTUNITY, THEN GO ABOVE AND BEYOND As important as it is to create an expected experience, moving up market means you are going to intentionally look for opportunities to go above and beyond what’s expected. That’s not to say that you deliver floral designs twice as grand as what you promised for the same price, but there are always ways that you can make the client feel extra special. Our first “big” event was a $6,000 wedding. The bride and her mother were handling the event coordination and took a chance on us since we didn’t yet have a reputation. They asked if Rachael would do an arrangement for the bridal party three months earlier (in January) to make sure it was to their liking. We were in Louisiana the week before and expected to take a quick flight home Friday morning. It never snows in Louisiana. But that week, there was an absolute blizzard. We woke up at 4 a.m. to make what was normally an hour and a half drive back to New Orleans. Four hours later, we made it, returned our rental car, and snuck in before our delayed flight was supposed to land around 3 p.m. “Surely,” we thought, “we can still get back before the wholesaler closes, then put together the arrangement.” Then the voice came over the intercom: “The flight from Atlanta was just about to land but had to turn around and go back to Atlanta. You won’t be getting out tonight.” When we called to explain what happened, the clients were a little taken aback by the situation. They were kind but very concerned about the fact that we didn’t have team members in St. Louis in emergency situations. So, we did the unthinkable. We rented a car and drove through the night for 10 hours to pull into our wholesaler’s parking lot just as they were opening at 7 a.m., Rachael put together the arrangement right away, and we made it to the preview as scheduled. They were so impressed with the extra initiative we took that they couldn’t help but leave us with a raving review. To them, it was a really big deal. For us, we knew that if we were going to grow the business, we had to be willing to do whatever it took to get the job done.

materials. Rachael decided to make a few Valentine’s arrangements for some of the vendors we had worked with over the years. One event planner, who hadn’t referred anyone to us in a while, was so appreciative of the thoughtfulness behind the gift that she brought us our largest wedding ever. We weren’t really angling for that type of referral, but because we had built that relationship, she was interested in working with us. So set up a goal for yourself to meet new vendors. When we started, my wife set a goal to meet two new people in the wedding industry every week. That could be as simple as stopping by their store, going to an industry event, sending an email, having coffee—whatever. But every week, she would have met a new person in the industry. Nobody immediately started a warm and fuzzy relationship with us. But over time, there have been some great friendships that grew out of this simple goal. FINAL THOUGHTS Moving up market can be a daunting task when you’re first starting out and it takes a bit of time to fully make the transition. You may find yourself doing a mixture of small and grandiose weddings at first, and that’s absolutely okay. Do your research on what connects well with your target audience and develop your business to cater to that client. Eventually, you will get to a point where you are doing only the types of weddings that you really want to do and you’ll be able to do them very effectively. Ryan O’Neil is the founder of Curate and co-founder of Twisted Willow, along with his lovely wife Rachael. They believe in providing florists with the tools they need to succeed, such as helping event professionals manage all the logistics of their events via Curate and giving smart tips through their blog, Business of Flowers.

Being able to pull through for the client is key—not only when things go awry, but in every step along the process. You’ll have opportunities to move up market and you have to take action on them. Find those opportunities to show the client that they really matter to you and, as word gets out about your great service, more people will be willing to pay for the guarantee because they know that you will be able to deliver their dreams (and more) without fail. CONNECT WITH OTHERS IN THE INDUSTRY It is so crucial to network with other professionals in the wedding industry, not just potential clients. This may be one of the best ways to market your company. We receive a large portion of our wedding business from other vendors who refer us. When networking, it’s easy to try too hard and when you do, it shows. Instead just start chatting with people and ask them about what they do. The best connections will come naturally. Just start talking about life and common subjects. The easiest thing to do is to ask questions about THEM. What do they do? How did they get into weddings? What kind of camera do they use? Do they have clients who price shop in their industry too? Don’t talk about yourself unless they ask. The only way to really get this down is to actually, genuinely care about that other vendor. If you’re just faking it in hopes they’ll extend a favour, it’s not worth it. We’ve seen it a thousand times over: being kind reaps incredibly huge rewards. When we first started, we sent out emails asking to be on people’s preferred vendors list. Bad idea. Well, the effort was technically worthwhile because we learned something—that is, if people don’t know about us, they don’t want us on their preferred vendors list. On the flip side, there were times when Rachael would just run into vendors, introduce herself, and ask questions about THEM. By the end of the conversation, they would say, “We’re going to add you to our preferred vendors list on our website!” That said, most of our wedding referrals didn’t come from someone’s formal list; it came from the vendors personally referring us. We actually we landed our largest event ever with only $25 of marketing March/April 2018 CANADIAN Florist 19

design By Alison Westlake

Relaxed Romance

These photos were from a wedding in June 2017 in Prince Edward County. I created these pieces along with my two designers, Alexis Bouma and Kristina Steunenberg. The bridal bouquet had seasonal peonies, bleeding hearts, clematis, willow, spirea, lisianthus, ‘Sahara’ roses, ‘Caramel Antike’ garden roses, and eucalyptus. We styled the centrepieces in low, compote-style, footed bowls, using a lovely mix of flowers that complemented the bouquets. We also scattered smaller arrangements along the table in tall, copper, challice-style vases with clusters of peonies, and other posies throughout.

March/April 2018 | CANADIAN Florist 20

A floral chandelier in the dining room provided the centre of attention. We covered it in a garland made of smilax, eucalyptus, and Italian ruscus, with peonies and roses . We provided the bride with hair flowers, which consisted of classic spray roses and some greenery. The flower girl wore a simple floral crown.

March/April 2018 CANADIAN Florist 21

Two glorious pots of white clematis flanked the bride and groom during the ceremony, accented by arrangements done in antique pickling jars. A rustic arch with simple greens welcomed guests as they passed through the churchâ&#x20AC;&#x2122;s front entry. Black locust trees bursting with blooms delivered a sweet smell that enveloped the entire property that day.

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Alison Westlake is owner of Coriander Girl in Toronto.

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David Austin Roses

LOVE STORY

By Jamie Birdwell-Branson

For centuries, roses have been associated with romance. They’ve received countless mentions in literature, poetry, film, and songs, often representing love and beauty. Because of their connotation, their feminine shape, and their perfume-like fragrance, roses have become quintessential wedding flowers—whether they’re in the bridal bouquet, the ceremony designs, or the table arrangements. And among the most coveted roses for brides the world over are David Austin Roses.

In the 1940s, David Austin started breeding roses as a hobby, honing his gardening skills in his grandmother’s garden in England. He was inspired to breed a rose in the “old world style,” which was much more fragrant and open than the hybrid tea rose that was popular at the time. Austin was not only able to accomplish breeding this type of rose, but he also started a revolution in the floral industry with his lush, luxurious blooms. After the initial success of introducing his prized garden shrub roses to the public in the 1970s, David Austin dove into the world of breeding garden roses for the cut flower industry in the 1990s. Canadian Florist recently spoke with David J. C. Austin, the founder’s oldest son, about the history of David Austin Roses, what makes their flowers so unique, and why they’re dominating the wedding industry. CF: What is so distinctive and special about David Austin roses? DA: Beauty, charm, elegance, grace are all words that fit a David Austin English rose. Fragrance is very important. Here at David Austin Roses,

March/April 2018 | CANADIAN Florist 24

we are driven by the ambition to create the finest wedding roses. David Austin roses open to reveal a unique beauty. Hybrid teas are really only about the bud; David Austin roses are about the open flower. CF: What are some historic highlights of the David Austin Roses brand? DA: My father started breeding roses in the 1940s where he set himself the goal of breeding a new kind of garden rose, which combined the fragrant, many petalled romance of the old roses with the diverse colours and repeat flowering ability of modern roses. David Austin Roses was launched in 1969, and has since produced more than 200 varieties of garden roses and won 22 Chelsea Flower Show Gold Medals. David Austin has established an unrivalled reputation as a breeder and producer with gardening experts and enthusiasts alike. In 1995, David Austin Roses worked to create a new range of cut roses with great success, setting the company apart from any other.

CF: How many varieties of roses do you grow? DA: David Austin Roses has 14 varieties of cut garden roses. Each variety has its own special beauty and presence. CF: What goes into developing a new variety?

up that knowledge.

DA: You have to have a bank of knowledge of what all different plants do. It’s a very long process and you need to do many crosses to achieve your goal. You might be looking for a particular shape or a particular colour. We’re very interested in pure whites, for example. But without knowledge, it’s just random luck. You need to build

CF: How long does it take to develop a new variety? DA: If you want to do something new or different, allow 15 to 20 years. Once your line has been developed, then a new variety of the same type will take about seven years to get to market. CF: What characteristics do you have in mind when you’re developing new varieties? DA: It is important that each variety is different and adds its own signature style to the David Austin collection. As such, our individual varieties complement each other beautifully to make a truly unique collection. CF: How do you know when a particular variety is “right”? DA: We trial our roses extensively around the world. We get to know our roses very well before we are fully confident in introducing them. Not only are our roses assessed on their charm, their grace, and their fragrance, but we also extensively trial vase life, transit damage, and speed of opening. CF: How do you decide which farms may grow your roses? DA: A passion for roses and excellent quality blooms are essential to become an authorised David Austin Roses licensed grower. They need a very specific climate to grow all year round or have the very latest technology that can simulate the perfect climate. We currently have a small team of 10 licensed growers around the world. We

work very closely with our growers to ensure excellent quantity and supply is maintained. CF: How important is a passion for flowers in the Austin family? DA: David Austin is 93 this year. One of his earliest gardening memories is having his own little garden in his grandmother’s garden, which is where he lives today. His grandson, Richard, has grown up surrounded by roses and has developed the same love for them. As head of marketing, Richard is responsible for bringing David Austin Roses into the digital age. CF: Roses are closely associated with romance, making them a popular choice for brides. Why do you think this association exists? DA: It’s a cultural thing. If you go back hundreds of years, roses were featured all the time in paintings and poetry. They captured the imagination of creative types—writers, artists, poets. They helped to make the rose an iconic flower. And in cultural terms, it’s associated with love and the most important moments in people’s lives. We think they’re the most beautiful flower. English garden roses are romantic. They look fabulous in a bridal bouquet, they are elegant in bridal headpieces, and look stunning when arranged in table decorations. David Austin roses live up to the bride’s special wedding dream, whatever shape or form it happens to take. CF: If a bride is carrying David Austin roses in her bouquet, it’s always noted in coverage of the wedding. How does that make you feel to have your roses known by name? DA: That’s what we tried to achieve. It’s very pleasing. The amount of work that goes into creating a new variety is immense. It’s years of work, years of experience. When people choose us for such an important occasion, it’s quite an honour. It’s very rewarding for us. CF: One of the words to describe your roses is “fragrant.” Why should fragrance play a role when choosing flowers for a bridal bouquet? DA: Scents are all about emotion. You’ll have a memory from your youth and often scent can come into it. It evokes memories. Scents are very important in human behaviour in our lives. When you see anybody pick up a flower, the first thing they’ll do is smell the flower. CF: Lastly, what do you think is the most important aspect of a bridal bouquet? DA: A David Austin rose is the stand out feature of any bridal bouquet. Dramatic, romantic, beautiful, and elegant—these are all words that describe a David Austin rose. Whether it is a monobotanical design or features other flowers and foliage, the David Austin roses will always steal the show. And their fragrance will make any bride’s day a little bit more special. For more information, please visit davidaustin.com or email cutroses@davidaustin.com. Jamie Birdwell-Branson is a freelance writer in Santa Barbara, California. She enjoys antiquing, biking, and binge watching HGTV.

March/April 2018 CANADIAN Florist 25

Fair Trade By Kathryn Deen

FOCUS

When Afshin Akhoundpour launched his company, Fair Trade Floral, in June 2016, he began to define what fair trade means when it comes to the floral industry in Canada.

“I wanted a company absolutely fair trade to employees, suppliers and customers,” Akhoundpour said. “I want to be fair to all three of these groups by providing them with enough information about the product, top quality, and competitive prices.” However, he couldn’t find any guidelines for free trade flowers; Fair Trade Canada focuses on food and material objects. So Akhoundpour basically started from scratch. But he knew it would be worth the effort, given consumers’ growing interest—and rising standards— for products’ origins. Fair Trade Floral, which specializes in hydrangeas, roses, and alstroemeria, has earned the trust of about 55 customers so far. Here’s how it works: The company sources flowers directly from both domestic growers, such as Rosa Flora, and those overseas in Ecuador, Colombia and beyond. The selection process is thorough, with Akhoundpour visiting farms to observe how they treat employees and communicating closely with managers so he understands their day-to-day operations. Akhoundpour does business with farms with respectable working conditions, including some that provide training, pensions, compensation funds, onsite laundry facilities, educational classes for kids, and rules for equity and non-discrimination by race, religion, or sex. This past October, he made his third visit to Colombia to make and build supplier connections. To reach some of his farms, he had to drive for March/April 2018 | CANADIAN Florist 26

I want to be fair to all three of these groups by providing them with enough information about the product, top quality, and competitive prices.

three hours through mountains and meadows. “They made me a welcome sign,” he said, adding that the personal visits strengthened his relationship with farmers. Akhoundpour has visited about 15 farms so far. In addition to vetting them for their human rights practices, he also scrutinizes the quality of their products. He imports, tests, and photographs the flowers, studying their vase life, opening size, and other product behaviours. Then, he cherry picks his orders, getting only the best varieties from each farm. And customers have noticed. “We’ve received lots of positive responses,” Akhoundpour told Canadian Florist. It’s an honourable way to run a business. But is it profitable? Does it cut into earnings too deeply to be sustainable? “My prices are very, very competitive to most wholesalers,” he said. “The quality I bring is above average with the right price.”

development and advertising. He has come a long way from his first shipment of seven sample boxes in June 2016. Within a month, he was receiving about 35 boxes a week. And by June 2017, about 240 boxes a week came in.

Akhoundpour approached Fair Trade Canada in 2015 but said a partnership didn’t end up being his best option to fulfill his vision. “I decided to go to farms and shows and talk to them directly,” he said. “I learned there are many, many other certifications that we as Canadian wholesalers and end users/flower shops are not aware of (that are) similar to the Fair Trade Canada agenda” he said. Akhoundpour runs Fair Trade Floral out of a 2,500-square-foot warehouse office in the Pacific Circle, having outgrown his first office at Highland Evergreen after just three months. The current 25x30x15 cooler holds about 25 steady items currently—and Akhoundpour would like to see it double or triple in size. Three full-time and three part-time employees help run the show. Akhoundpour started year one with a focus on researching and selecting suppliers. Halfway through year two, he continues his new focus on

Akhoundpour’s floral career was rooted in a plant background. In his native Iran, he earned a bachelor’s degree in agriculture, specializing in agronomy and plant breeding, before completing his landscape design certificate. Akhoundpour immigrated to Canada in 2003 and initially worked for Sheridan Nurseries in Ontario. He then joined the wholesale flower business in Mississauga, working for established players, such as Hofland. Altogether, he’s spent more than 12 years gaining experience in Canada plus another eight years concentrating in botany overseas.Akhoundpour may love flowers, but there’s one thing he loves even more. “I love people,” he said. “I’m a people person.” Keep up with Fair Trade Floral at www.fairtradefloral.ca @fairtradefloral

Kathryn Deen is a magazine editor in Clermont, Florida and the social media coordinator for The Villages Florist Inc.

March/April 2018 CANADIAN Florist 27

Why It Pays to Be Nice By Cavelle Martin

LIFE at

WORK

With wedding season fast approaching and the consultations revving up, it’s difficult to not feel anxious already. After all, this isn’t your first rodeo; you know what’s coming—last minute orders that you pray show up on time (in one piece), substitutions you dread having to explain because there’s a good chance you’re going to be dealing with tears (if not a total freak out), unrealistic budgets, and the bride who wants the exact bouquet she saw on Pinterest (full of out of season flowers and Photoshopped to perfection). There’s no denying, wedding season is intense. Perhaps a better word is, “insane.” On top of that, you have the pressure to stay cool, calm, upbeat, and cheerful. The last thing you want is for the bride to see you sweat. To pull that off, you need a well-coordinated team. It’s going to be a rough ride, so before things get really hectic, I suggest taking a moment to come together and have a team meeting to discuss how you’re going to handle the season. I will say this, if you work in a particularly small shop, you need to be extra careful that you watch what you say amongst yourselves. It’s tempting to vent while you work; but trust me, it will be the one time you think you’re safe to speak freely that the highmaintenance bride you’re complaining about will walk right into the thick of the conversation. And this one bride could single handedly ruin the business, because she will be telling everyone— and I mean everyone—how rude you were and to never deal with you. Hey, if it were the other way around, you would probably do the same thing. It’s not just the bashing of clients that you need to avoid. It’s also picking apart each other. This looks bad. Period. If I were a bride and I walked into your shop only to overhear you trashing one of your own, I might not say anything in the moment, but it would be duly noted. I might be rethinking my floral plan based on that. Should I take my business elsewhere? I’d think.

I have a secret weapon that gets me through just about everything: laughter. flowers. Things are going to happen but you made it through the last season and you’re going to make it through this one too, so try to lighten up a little. It doesn’t have to be all doom and gloom. Laughter is proven to reduce stress. But not cruel laughter, OK? We’re aiming for nice humour here, because, remember, if you’re not friends, you’re anemones! (Get it?) I know, that was cheesy, but you cracked a smile at least, right? If you make a point to look for it, you can find humour in just about anything. Yes, even wedding season. Moral of the story? A happy team typically equates to a happy bride and a happy bride gives your team pride (yay for rhymes!) and also the confidence to tackle the next wedding. I’m sure I don’t need to explain how good this is for business.

I’m not saying all of this to make you cringe. I know how much you have on your plate. I get it. I worked on the wholesale side of things and, truth be told, the retail florist was my bride.

I know you’re going to encounter stress, but remember, you got this! Go, team, go! I’ll conclude with one last flower joke for your amusement:

So how do you deal with this kind of pressure without losing your mind? I have a secret weapon that gets me through just about everything: laughter.

What did the columnist say to the florist?

Being a team is a lot like being a family. You’re going to get on each other’s nerves, but a good way to counter that is by making a point to find what I like to call, “the humour in the hot mess.” You can only control so much when it comes to the world of March/April 2018 | CANADIAN Florist 28

… I hope thistle make you feel better! Cavelle Martin CAFA, CFD, is a former CSR in the wholesale floral industry. She is also 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.

EMBRACE Joe EDUCATION In All Shapes and Forms With

By Joseph DeLarge, CAFA, CFD

The best florists are always learning. We share our experiences, good and bad, in the hopes we can help make life easier for our floral tribe. It’s great to have people with whom you can bounce ideas. There are often other perspectives we didn’t initially consider. This can help you avoid costly mistakes or make a good idea great. Floral design requires us to constantly learn new techniques, flower varieties, and trends; absorb new care and handling science; and find solutions that save time and money. We’re all students and we’re all teachers. Having a background in the arts, horticulture, or business can give you advantages. Additionally, a formal floral education, like the one Seneca College offers, provides a very important foundation for a career in flowers, ensuring you understand proper care and handling, the elements and principles of design, botany, floral artistry, floral design development, and practical design techniques and processes. Formal programs also offer opportunities such as student memberships within industry organizations including the Canadian Academy of Floral Art and the American Institute of Floral Designers. So many networking opportunities arise just by being present. It takes many years for most of us to get to a point where we feel like confident, superstar florists who are eager to take on any project. One way to gain that confidence is to jump right in. Sign up for every floral design competition you can find; there are so many out there! Some of my first awards were designs I made in my apartment, photographed myself, and submitted to different floral organizations. It’s such an ego boost to be recognized by your industry peers! Get excited when a complex event concept comes your way. Use inspiration from someone’s life to create a meaningful design to help a family grieve in their time of loss or to capture a bride’s vision of her dream day. Push and challenge yourself to learn something new everyday! Confident florists love the brainstorming and the problem solving that goes with it—visualizing the styles, themes, and colours that could be. Join groups and pages all over social media, there’s so much inspiration and advice that florists all over the world are sharing. It’s important to stimulate your creative brain. My biggest fear is getting stuck in my ways!

Floral design workshops and industry organizations like CAFA and AIFD can offer us even more opportunities to be creative, learn, and share. I attend the Niagara International Association of Florists’ design show every year with a few of my floral friends. And you’ll always see me in the crowd at the Canadian Florist Business Forum. (Incidentally, the two programs will be held back to back this April.) I passed my CAFA evaluation and was inducted into the organization in 2012; five years later, I became a board member. Last year, I built up the confidence to travel to Seattle and test for my AIFD designation. I came up short, achieving the next tier (Certified Floral Designer designation) instead. Some might say I failed, but I was ecstatic having achieved that honour on my first try. I learned so much in the testing experience and subsequent symposium. I can’t wait to go back and conquer this AIFD challenge. I have the European Master Certification in the back of my mind, as well! Say yes to any learning opportunity—especially if it will challenge you—and offer to get involved. Say yes to floral friends, industry committees and boards, design competitions, teaching and mentoring experiences, a magazine column or blog, accreditation, workshops, and more. And build up your fellow florists; we’re all stronger together. I challenge you to always be learning from each other! Interested in joining CAFA? Purchase your 2018 membership package before March 9th. See you at the Canadian Florist Business Forum, April 21, and the Niagara International Association of Florists Design Show, April 22! Joseph DeLarge CAFA, CFD, is the owner of eco|stems in Toronto. March/April 2018 CANADIAN Florist 29

Realizing—and Embracing— Your Worth

How To With

Heather

By Heather de Kok, AAF, AIFD, PFCI

When did floristry become a trade with artists who don’t charge for their talent? Is this a new thing or has it been going on since the dawn of time? During some of my travels, I get to talk with other florists around the continent about what is happening in their flower shops. It is a wonderful exercise, as I hear some really great ideas. But it can also be discouraging, particularly when I hear that some florists are so desperate for business that they majorly undercharge for their service. I know that feeling of not wanting to lose opportunities; but at the same time, I do not like spending time away from my husband and four kids. So I am going to charge to make it worth not just my while, but my family’s as well. If you are already charging for event set ups, THANK YOU! If you are not charging, keep reading. You have spent so much of your time perfecting your craft (or, if you are like me, you continually try to perfect it). Perhaps, like me, you are self-taught and have no idea why the flowers look good in that spot but your intuition tells you that it’s so. Or perhaps you have invested in higher education, taking classes from industry leaders to become the best florist you can be. That is what I am doing now. I am working towards my European Master Certification so I can understand design principles and create more couture pieces. Believe me, it takes time and money. Why do some feel they can’t charge for that? Perhaps you are just starting out in the floral industry and you are building up your clientele. You want to get the word out, so getting any and all work is super important, thus you undercut on prices. To this I say, “Bad florist, very bad

florist!” If you don’t value your talent, why would your clients? There are ways to build a business without selling yourself short. For instance, you could tell a bride, “Normally I charge for set up, but if you are willing to ask your photographer if he or she will share professional images of my flowers, I will waive the fee.” (Make sure you include a photo credit when you share the images.) In the situation, the client recognizes there is value in that laborious set up service you provide—and, at least, you get to have some stunning photos for your portfolio and social media accounts. Long story short, there are plenty of ways to put value on your talent and your time. But it has to start with YOU. The moment you respect your talent and hard work, everyone will.

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.

March/April 2018 | CANADIAN Florist 30

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Multiple Websites, Live Chat, and Reviews Ask The SEO This issue, we’re going to tackle three questions that have come my way recently and with some regularity. Q: I think having multiple websites from different companies will let me test the effectiveness of each one. Is this a good idea? A: To start, I have to be clear that I’m a big fan of testing options and ideas that allow customers to give us real feedback and good data leading to an informed decision. However, a local business running multiple websites in no way qualifies as a proper experiment leading to good data. There are some fundamental flaws with this model that impact the business, your staff, your customers, and your ranking on Google. Your website is another storefront, a major point of contact and experience for your customers. As retailers, we understand that if I opened stores on Chevrier Blvd., Taylor Blvd., and Fernbank Ave. in Winnipeg it would hardly be a fair test to determine which store layout or signage generated the most business. These are different areas, with different demographics, and different traffic patterns. We all acknowledge that would be a foolish test, and yet too many florists assume the answer to boosting online sales is to add another website and hope that the pixies of the “interwebz” bless them with new business. In truth, having multiple websites hurts you by confusing customers, complicating life for your staff (“Which website are you looking at?”), duplicating overhead costs, and suppressing your rankings in Google. Remember, search March/April 2018 | CANADIAN Florist 32

BY: Ryan Freeman

ranking is all about confidence—the more confident Google is that you’re the solution to the query, the higher you will rank. Google expects a local business to have one website. And let’s be honest, you’re probably only going to promote one anyway, right? Having three different URLs on your business card or delivery van just confirms your indecisive nature to the world. We’re all limited in time, energy, creativity, and money. Instead of dividing your resources across several poorly supported websites, choose one great site that shows off your brand and thrills your customers. Put all your time, money, links, and love into one site that will love you back. Q: I’m seeing more and more websites with these Live Chat buttons. Is this really a thing? How does anyone make it work and still run a business? A: It’s true—more and more businesses are realizing the benefits of having a Live Chat service on their website. Plenty of studies have shown that it increases sales as much as 20%, reduces costs, and boosts both customer satisfaction and confidence. Still, the biggest roadblock for many shops is figuring out how to staff the chat window. Most of us don’t have enough sales volume to dedicate one or more people to answering chats all day long, so it has to be a coordinated effort. Even if one person is tasked with the responsibility, chat can still work if the team member is diligent in marking themselves as “Away” for any extended absence from the computer. We know that customers are becoming more and more resistant to phone interactions. Email is too slow for a quick question because there’s no promise of

an immediate reply. Texting is extremely popular, but that requires either a business number that can send and receive SMS messages, or the use of a personal phone. Live Chat is a very low commitment for the customer, with the implied promise of a quick solution. Why not try out a free service like Tawk.to? You might just be surprised by how many more web orders you get—and how many “I’m on your website, but I have a question …” calls you avoid! Q: Help! I’ve been hit by some bad reviews, and my rating on Google/Yelp/ Facebook has dropped. I know it’s costing me sales. What can I do? A: We hear this one a lot. On Facebook, at conferences, on sales calls, through email. Business owners have a love/hate relationship with reviews; we know they are important, and we love the validation that comes with praise from a happy client, but we fear the negative review (especially the fake ones!). The best defence against bad reviews is a simple two-step process of replying promptly—and graciously—to the negative comments, and building up a portfolio of as many positive reviews as possible. There’s no escaping the significance of business and product reviews; studies show they influence more than 80% of consumer shopping transactions. The best approach combines regular requests for feedback with a system for monitoring the most significant review sites. Strider has an automated system for this, but if you prefer a manual approach, it’s quite feasible—with some work. It’s important that your stream of reviews has a natural pace to it. If a business with four reviews on Google suddenly receives a dozen or more over the span of a couple of days that will certainly appear suspicious. Be consistent in asking your customers for feedback, and when the feedback is good, you can prompt them to post on their favourite review site. As an added bonus, you may just get to rescue your relationship with some unhappy customers who were either going to quietly take their business elsewhere, or post their displeasure online. Ryan Freeman is president of Strider Inc., founder of Florist 2.0, and publisher of Canadian Florist.

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A ROYAL AFFAIR by Neville MacKay, CAFA, PFCI, WFC

Well, excitement is in the air across the Commonwealth, as the spectacle of another royal wedding is upon us! Millions are waiting for the first glimpse of the groom, er, I mean bride, and her gown, and for florists all over, a look at her bouquet! Dutchess Catherine’s bouquet was pretty understated compared to what royals before her carried. Remember Princess Diana and her massive cascade of flowers? I think she carried that to make her groom’s ears look smaller. There’s a lot of time, energy, and money that goes into creating any wedding, as we all know, so just try and imagine what it takes for a royal wedding! When royalty get married, it’s pretty much “all hands on deck!” I should know: when David and I wed, it was a madhouse of activity. Imagine having to do flowers for us?! The flowers at William and Kate’s wedding cost about $800,000, give or take a rose or so. It’s predicted that this one will cost a little less. The royal family is paying for the flowers themselves, so there’s that to consider I suppose. I think the bride-to-be “likes” pretty things (except having her hair done!), so time will tell how understated this affair will be. I contacted the appointed florist, but unsurprisingly, I didn’t get a reply.

March/April 2018 | CANADIAN Florist 34

I fantasize sometimes about what I would do for this couple’s wedding and have been asked by many. After the initial shock of it all, I think I would suggest a beautiful and colourful selection of flowers from many of the Commonwealth countries, with a Tropical Nouveau feel, and a bit of a cascade of course. They probably will go for a more traditional look using white product, but whatever they have, it’s gonna be quite something! Of course, there will be a sprig of myrtle in the bouquet, which is a tradition now for British royal brides. You know, there is also a second bouquet, so at no time will the bride be seen with wilted or otherwise diminished flowers. “Protocol” is a massively important word in the world of weddings and one that I, as many of you know, don’t follow much. However, when doing work for royalty, adhering to a strict set of rules and traditions is pretty much a must. When I’ve designed for the British royal family, I had to have conversations with the Office of Protocol and the Office of the Lieutenant Governor. We needed to hammer out likes, dislikes, where the flowers are to go, what the flowers will be, the precise colours wanted, and where the flowers will come from. When I placed each arrangement—after being checked out ahead of time by the Royal Canadian Mounted Police, of course—I was escorted about by handsome officers, and took great care not to miss a stray petal. ALL EYES would be on these flowers— no pressure at all, ha! Imagine the Queen getting a thorn in her thumb or having a sneeze because of MY flowers! The SCANDAL! Honestly, creating floral designs for monarchs is tons of fun, but, at the same time, more stressful than trying to fit back into your spring clothes after Christmas! 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.

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Join Us April 21st Come to the Canadian Florist Business Forum Enjoy an info-packed day with an all-star lineup of Canadian Florist talent.

Tim Huckabee SMART Selling

Michelle Brisebois Conversational Commerce

Neville MacKay The Art of Selling

Jennifer Harvey

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