Presenting

FR: Was your business the huge success it is today from the beginning? JPL: No. I made all the common mistakes that florists seem to share when starting out—pricing your time and work too low, feeling the need to say yes to every client, wanting your brand to be well known quickly, and overspending on Instagram shoots that don't generate any revenue (I am living proof; with more than 85k followers, I still get only one order every week or two via Instagram!). FR: What advice would you offer to new florists trying to find a style or outlet? JPL: To me, there are three types of florists: commercial, editorial and events. I recommend focusing on only one type before attempting to venture into other segments, especially if you are new to the industry. is will help you define who your customers are, what their budget expectations are and how to build an inventory that supports sales. In your early chapter as a florist, work for as many types of florists as possible. I recommend working in at least five or six varying segments of floristry : rural, funerals, weddings, grocery stores, etc. You may find inspiration in the least expected places, and this will organically configure your own style based on the bits and pieces of what's resonated with you. FR: What do you suggest that new florists do to source inventory that will generate a good ROI? JPL: Geography and demographics play a big role. Based on location, you will find various markets with unique identities and taste preferences. It's unfair to compare yourself to florists in other neighborhoods, areas, communities and regions. I found my voice and style within a simplistic realm: creating classic floral designs with an organic/foraged appeal. FR: What advice can you offer about determining a balance for combining affordable and premium materials to create a luxury product that high-end clients will appreciate and still provide a respectable profit? JPL: e recipe I've come by is: two types of foliages; one focal flower type, typically with a large head; one line flower (often snapdragons, in my case); and one type of accent/filler flower, such as Solidago. Typically, I proportion materials at 80 percent "cheap" and 20 percent "curated," and that keeps my arrangements very profitable. To do this, you' ll need to find out where the farms are and who is bringing what to the local markets. Google-search various farms, and find their calendars that show the availability of each flower type they grow. Highly available flowers will offer better prices, provide a higher margin and enable you to create a larger quantity or larger bouquets. (Snapdragons and Alstroemeria are abundantly available in my area, so I use lots of those flowers.) Foliages are also especially important in my shop, in creating my relaxed, whimsical, European style. One of my favorites to incorporate is geranium leaves; they seem to make any arrangement "float" (similar to a Lewis Miller aesthetic). Find foliages that support your style; for example, Pittosporum tenuifolium/nigracans [Italian Pittosporum] is ideal for rural areas looking for a French appeal, especially when combined with English ivy. e luxury appeal can then be added with a few stems of Protea or other eye-catching flowers. FR: What are the best methods you've discovered to build business? JPL: I've seen my biggest growth opportunities while seeking out high- end clients and the referrals they make to each other, as well as by utilizing websites that promote and sell local flower deliveries, such as BloomNation. I gained traction through that site by making wonderful first impressions with personalized packaging and by utilizing flowers I know will be available consistently (consistency is important!). ose two things alone will get you a lot of call-backs for more business. Photographing all of your design work is also important. A great photography tip is to tilt each arrangement toward the camera, with natural light near a window or outdoors. is is much more effective in representing the color and form of your arrangement than a flat front view allows. Also, buy good camera, if possible; taking photos yourself is so much more cost- effective and accessible for the long run. I currently use a Sony a6000 with a 50 mm lens, and I always edit my photos in Adobe Lightroom (so easy to use that even your grandma can learn!). Most of the time, natural light will set your photo in a warm tone, but you can correct this by lowering the temperature setting within the Lightroom program. FR: What percentage of your work is retail versus events? JPL: I prefer retail because events can become quite stressful and can be less lucrative. For one thing, being in a large city, it's difficult to find affordable space to store larger scale vases and props—only to never use them again because most clients will want whatever trend is new this year. I also caution florists to never agree to an exchange of products or services, whether its exposure, referrals, influencer work, etc., even if you are desperate for clients. Instead, possibly offer a small percentage discount. Be confident that saying no is powerful and will quickly define your value in the industry. (Continued on Page 14) Florist Spotlight

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