Design
42
August | 2021
T
he global cut fl ower industry is
expected to grow to more than
$49 million in annual sales by
2028, but how can you guarantee that
your fl oral business will receive its fair
share of this new fl ower boom?
Possessing the ability to accurately
convey the value of your distinctive
fl ower-arranging style through
photography has become an absolute
must-do for growing and maintaining
your business. In the last year, we have
seen the rise of "fl oral stylist" and other
niche fi elds such as "editorial fl orist"
grow in popularity.
From the darkness of 2020, fl owers
emerged as big winners, with more
consumers than ever taking an interest
in living with fl owers. Along with this
boom, we have seen big brands take
notice and use fl owers to
align with today's fl oral-centric
consumers. From music industry
megastars such as Katy Perry featuring
fl oral couture on her latest album cover
to high-profi le couture fashion brands
doubling down on fl owers in their
merchandising, adopting the language
of fl owers has become a key part of
brand marketing strategy.
On this path to profi ts, a whole new
world of fl ower photography has
emerged, with brighter and more
beautiful professional fl oral imagery
becoming the norm. So, what is a
full-time-fl orist-turned-do-it-yourself-
photographer to do as potential
customers expect more?
Skill up!
FLOWER
PHOTOGRAPHY
DOCUMENTING YOUR FABULOUS
FLORAL DESIGNS IN PHOTOS IS BECOMING INCREASINGLY IMPORTANT FOR YOUR
MARKETING EFFORTS. HERE ARE NINE TIPS FOR TAKING BETTER FLOWER PHOTOS.
GUIDE
By Tonneli Grüetter
