Presenting

Business 48 February | 2022 To say "no" was rare before the pandemic when wedding work—despite the stress from bridezillas and their anxious mothers—was the bread and butter for many fl orists' businesses. But because of the pandemic, millions of consumers are working from home, caring more about their environments and ordering weekly fl ower arrangements. Furthermore, with travel so impacted, sending fl ower arrangements to celebrate birthdays and anniversaries has become a bustling business, making up for what wedding work would have been. In the previously mentioned Florists' Review/ Flowerpowerdaily study, although being too busy was the most cited reason for saying "no" to wedding clients, some fl orists also mentioned getting their weekends back. Lori Barrett, ICPF, owner of e Secret Garden in Decatur, Ill., says she has decided to not take any more wedding work. "We are no longer taking weddings because our everyday business has doubled during COVID, and we have chosen to concentrate on that part of our business," she explains. And then there is the stress of fi nding labor to help with the weddings—which many fl orists cited in the study—as well as a supply of fl owers to meet the increased demand. "We often do high-end destination weddings, and supply issues for fl owers is more challenging as is fi nding people to construct the designs for these big events," says Bill Schaffer, AIFD, CFD, AAF, PFCI, of Schaff er Designs in Philadelphia, Pa., who works with many high-end event planners. "But if you have treated people well over the years, they come through for you. In fact, that appreciation is now a must for all people working in all parts of the supply chain." Lawrence Scott Gottesman, owner of Long Island's Lawrence Scott Events and who is not only an event planner but also a master fl orist, says experience has taught him to fi nd grateful, appreciative clients. After all, with more people loving fl owers in their homes, there's a heightened understanding of what fl owers bring to the party. Collectively, all of these issues have created a new, fresh way for fl orists to look at their businesses and how they price. Nichole Wilder, owner of WildFig Floral in Katonah, N.Y., explains that fl orists who own shops have to juggle many diff erent types of work. Wilder prefers smaller weddings because they are more manageable and are from clients who know her creative style. Over at Paulina Nieliwocki's Blue Jasmine Floral, in Berkley Heights, N.J., the team feels grateful that they can choose only clients "who value the artistry of fl owers." Another perk that is unexpected from the pandemic? For fl orists, because so many people have been ill, there's a booming get-well fl ower business. All these options have created a rare opportunity for fl orists to expand their creative visions and enhance the artistry of fl oral design—which ultimately benefi ts the consumer. As Carrie Wilcox says, "It feels good to be appreciated and paid for all our eff orts. You gotta love that." Carrie Wilcox, EMC, Carrie Wilcox Floral Design

• Cover