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Focus on Design
Wedding Flowers
by Alex Torres AIFD TMF

Welcome to another edition of my monthly column dedicated to all floral designers and shop employees who go the extra mile for beauty's sake.

This month's article focuses on probably everyone's favorite type of design, WEDDING FLOWERS !! Come on, admit it.

Do thoughts of scrumptious bridal bouquets make you swoon??

Do gorgeous altar pieces transport you to a heavenly place filled with bliss??

Does the mere sight of angelic flower girls in fluttery dresses, hair adorned with delicate blooms , fill you with joy ??

YES, YES, and YES !! I love weddings !!

Everyday design can be monotonous at times, funeral work can be depressing. But weddings... I can't think of a sweeter, happier occasion.

A bride's wedding day is filled with joy, celebration, and sumptuous flowers. As floral designers, we are blessed with the ability to add immense beauty to an already glorious day. I know some of you out there of the slightly jaded variety would beg to differ, but honestly, with good organization and attention to detail, you can secure great profits and great referrals from these truly festive occasions. The key is to be prepared !!

Most florists cringe when they hear the word wedding, but I assure you that it is the sound of profit you are hearing. I believe the drama begins at the time of the consultation.  When it comes to weddings, the consultation will either make or break your overall profit.  Professionalism is the key factor that will determine the stress level of your next wedding booking. The following are a few pointers and suggestions that will ease the transition from consultation and conceptualization to the actual execution of your next profitable wedding:

PURSUE WEDDING CLIENTELE - Inform yourself of upcoming wedding shows, network with other wedding vendors and leave contact information, leave business cards or marketing materials with your church, civic group, or social club. Find out where the brides are and offer your professional services. You will find that the added effort will result in sales.

SET A PRICE GUIDE AND STICK TO IT - It is important that you realize that wedding flowers require extra care. Therefore, your offering prices should reflect that. Prepare listings at various price points, but do assure your brides that regardless of budget, the flowers will be beautiful. Every bride dreams of a gorgeous wedding and she deserves one, but not at your expense. Offer helpful suggestions if a bride desires more than she can afford. For example, if she has her heart set on flowers in the church but her budget wont allow it, offer to rent altar pieces (in silk) and pew bows. Do, however, always ask for a deposit to cover any damages incurred.

STATE ALL SERVICE CHARGES UP-FRONT - With the increase in the price of fuel these days, it is imperative that you factor in delivery costs and set-up labor expenses. Assure the customer that it is better for an experienced flower shop employee to handle the delivery and set up of wedding flowers and an extra fee is justified. This fee is broken down into delivery and actual set-up priced according to your clientele and definitely at your discretion.

IN  SEASON IS BEST - Thanks to amazing advancements in horticulture, most flora can be ascertained year round. However, some premium blossoms come with a premium price tag. Today's bride is flower savvy and trend conscious. She will probably know what she wants with minimal prompting. The key here is to sell a look rather than an actual flower or number of blooms. Use good selling terms to describe the look you are selling and assure your bride that you will use the prettiest and freshest flowers available. Good examples of this sales technique are statements such as:

-- The bridal bouquet will feature a beautiful mix of fiery reds interspersed with sunny yellows in a chic European hand-tied look.

-- The altar arrangements will be filled with a medley of feminine pinks and dainty touches of a soft peach with ivory accents.

-- The corsages and boutonnieres will showcase flowers to complement the bridal mix.

-- The flower girls pomanders will be lacy and delicate.

Notice how no actual number or types of flowers were mentioned. By using descriptive phrasing, you can avoid nightmares by allowing yourself room for improvisation. Every once in a while, you will run into a BRIDEZILLA, who wants to know down to the last bloom the count / type of flowers used. Be patient and humor her, but be sure to charge her for everything (including your time)!!

PREP AS MUCH AS POSSIBLE - There is a lot of preparation work that can be done in advance . Everything from making pew bows or prepping pew clips to foaming and greening table centerpieces. Bridal bouquets and bridesmaid bouquets can be assembled ahead of time, especially hand -tied designs since they can still drink from a vase of fresh water with floral preservative solution. Corsages can be labeled and all their accessories placed in their respective boxes. In fact, you can even completely assemble the framework in advance and just glue in the flowers with Oasis floral adhesive at the last minute. Be sure to use a good quality anti-transpirant spray to enhance the finished product.

COMMUNICATION IS THE KEY - Set aside a small area or nook in your shop away from the register and, if possible, decorate it with bridal decor. Have current wedding books and your portfolio available. Listen to your brides. Discuss their  dreams and their options.  Remember, you must always be prepared to compromise. You are a professional. She will trust your expertise, but only if you trust that expertise yourself. Gently guide her to product within her budget. You will find that she will appreciate your professional opinion. However, always charge a consultation fee. This can be credited towards the purchase if the bride decides to use your services. If at all possible, inform the bride that the date can be reserved if she places a deposit during the consultation (usually 20% with the balance due two weeks before the wedding).

ALWAYS FOLLOW UP - Be sure and telephone the bride and remind her that you would love to do her wedding flowers. If she decided to go with someone else, be courteous and thank her for considering you . Hopefully, she will have chosen you. If not, your professionalism could assure future business.

Good wedding design generates great referrals through personal testimonials. Your shop's image should be built from great reviews of your work.

Thank you to Flowers of Kingwood, Nora Cisneros TMFA, and Laura Williams TMF for providing the photos for this month's column. 

Until the next issue, please refer all questions, comments,  and concerns regarding this column and its content to alextorrestmf@aol.com.

When you look for a florist, look for the Allied Florist logo - your assurance of Professional Quality and Service.