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Focus on Design Articles
Principles and Elements
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Valentines Day Arrangements
Floral Design Competitions
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AIFD Symposium
Armature Introduction
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The show was entitled “Prom and Homecoming Flower Magic” and it truly lived up to its name. The packed audience sat spellbound as J showed the latest in fabulous corsages and floral accessories featured in the new book from The John Henry Company. It was great to see so many people at the meeting and it made me realize just how important AFH is for networking, education, and sheer camaraderie.

For those members that missed the meeting, this is your official invite to come and experience the fruits of the hard work put in by the Allied Florists of Houston. Those of you who missed J Schwanke, take heart, J will be at the Texas State Florists Association convention in San Antonio this July. He is also scheduled for a show at the Houston location of Pikes Peak of Texas in September.

In my opinion, the second busiest day in floral shops is undoubtedly Mother's Day.  I truly think that it would do us all a ton of good to reevaluate our marketing strategy for this important holiday. This is a potential gold mine that we should take full advantage of. 

It is essential to create a few designs your shop will be featuring for the holiday and make up recipe guides that detail exactly what will be used in each arrangement. This helps your designers by allowing them to establish a pace for their production.  It also makes for efficient execution of designs and increased productivity. These examples are merely suggestions. Feel free to tailor your designs to fit your area's tastes and budget. Remember to offer the floral arrangements in different sizes and price points and don't be afraid to create a few show stopping pieces. Always remember what may be expensive to you might be a drop in the bucket to one of your customers, so don't be afraid to up sell!!

The first floral design was created using an 8” gathering vase.  I filled the vase with a floral preservative solution. It is important to use a preservative product in clear glass because it extends the vase life and it maintains the water's clarity. I gathered curly willow into a loose ball and pushed it into the vase allowing it to “open” inside the vase. This serves two purposes:  it makes for a visually striking presentation and it serves as an armature to support the flowers. I started with a collar of Fuji mums around the lip of the vase. Next, I inserted two stems of hydrangea directly atop the Fuji mums. I then swirled a cluster of roses in a counter-clockwise fashion. The arrangement was finished off with a couple stems of curly willow and a tuft of bear grass. This floral design is equally well suited for office or home and since it uses very little greenery, it commands a higher perceived value. Consider adding a butterfly to hover on the willow. Experiment with different color combinations or keep it soft and neutral.

The next floral design is smaller and would look great on any mother's desk or night stand. It was created in a low design bowl in preservative soaked floral foam. The foam was mossed and topped with a couple of galax leaves. The focal point was established with two stems of Fuji mums which were terraced (stair-stepped). I then inserted three roses at varying heights and covered the mechanics with a couple of hydrangea clusters. The design was finished with graceful loops of bear grass and a tall tuft of bear grass that was tied and cut evenly at the top. Remember to attach bear grass to a wired pick for easier insertion.

If your customer prefers a design with some tropical elements to it, this floral design was created in a foamed utility basket. I established the height with three small ginger and accented with pink anthurium, chartreuse orchids, liatrice, and pink carnations placed deep into the design's focal point. The arrangement was finished off with a tall vertical piece of curly willow that was tied onto itself and mossed for higher drama. This floral design is sure to appeal to a mom with a young and contemporary attitude!!

Don't forget to offer decorated plants, planters, and dish gardens the recipient may enjoy for a long time to come.  This rather large piece was created using a wicker laundry basket. I lined it with heavy plastic, and set down a layer of sand and pebbles to help with drainage. The plants were removed from their grower pots and placed directly into the basket. I added a good quality potting soil to even out the top and concealed the dirt with Spanish moss. I added a focal point of silk flowers and embellished the basket with curly willow and a few butterflies. This design can be made on a smaller scale and can be mass produced easily.

Remember, your customers do notice the extra special touches that accompany a floral gift and they are sure to think of you when making future floral purchases. Satisfied customers are our best advertisement yet!!

Until next month, I hope your sales this Mother's Day surpasses all your expectations.

Please forward all questions, suggestions and comments concerning this column or 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.