Feature
26
November | 2021
T
here's an old adage, "If it ain't broke, don't fi x it," but
that's not always practical advice when it comes to
running a business like a fl ower shop. Sometimes
you need to break the rut and reinvent how you
market yourself. Innovation is the key to success
and to furthering it, and it's why you need to hold workshops
to enlarge not only your customer base but also your wallet.
e truth of the matter is, if you aren't off ering fl ower
engagement workshops, you're losing out on revenue.
Like everything in our business, there is no one perfect way to
go about anything. If there was, every fl ower shop would be
exactly the same.
So, what exactly is a fl ower design workshop? Simply put, it's a
single event where you invite people—skilled or otherwise—to
learn how to construct a fl oral design. It can be held in your
shop—during business hours or after—or at a customer-
specifi ed location such as an offi ce, church, community center
or other public space. Or, it can be taken up a notch and held
at a restaurant where food and drinks are also made available.
Some fl oral designers also host workshops online.
The First Steps
Choosing a theme is probably the most important thing you can
do. e theme is the basis for the fl oral design that the workshop
attendees will construct, so it has to be something that people
will be interested in learning. It can't simply be something that
you want to teach; the participants must want to learn it, too,
and it should be done for all skill levels, unless you wish to
specify otherwise.
e art of ho ing
Flower Design Workshops
A guide to planning and hosting workshops to increase your revenues.
By Andrew Joseph
e art of ho ing
Blooms on Boswell
