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Business 50 June | 2022 talents and want to hire them," he says. Plus, it gives budding fl orists opportunities to hone their skills in unfamiliar territories. 4. INSIST ON MEETING THE EVENT PLANNERS' CLIENTS. Typically, the lead fl orist is asked to submit design ideas, with the color schemes and styles, to be presented to the client by the event planner. In addition, many fl oral designers working on a job are expected to be anonymous—especially on big jobs for famous people where photos are not allowed to be shared with the public. However, the community of freelance fl oral designers is still small enough that creative work is identifi ed quickly. Over time, and with the artistry of fl oral design on the public's radar, "celebrity" fl orists are off ered as a valued commodity and status symbol by event planners to their clients. "Some event planners want me to meet with a bride right away," Schaff er says, because of his global name recognition. Holly Heider Chapple, owner of Holly Chapple Flowers in Leesburg, Va., says she insists on it. "When meeting with a bride, I learn exactly what she wants instead of her desires and vision being communicated through a third party," Chapple says. As Chapple and others confi rm, this inevitably helps the event planners, as well, by refl ecting well on them. And if you don't ask, you don't get. Once, when at the home of a celebrity he met through an event planner, Solorzano started creating a small arrangement that diff ered from the one already on the main table. e celebrity immediately noticed the diff erence and said, "Why can't all fl owers be just like that!" Today, Solorzano now works with the celebrity to customize the celebrity's home events, and the event planner in still involved, as well. Smart event planners will realize that it is in their best interest to trust the talents of the fl oral designers they hire and give them a bit of free rein. But this doesn't happen until a designer is a proven talent. 5. VISIT THE VENUE WHERE YOU WILL WORK MORE THAN ONCE, IF POSSIBLE. Larry Walshe, owner of Larry Walshe Studios in Mitcham (London), England, has a devoted international clientele who hire the award-winning fl orist months and years in advance. Just this year, he will be producing weddings in Italy, Ireland, Turkey, Saudi Arabia and the U.S. He, like others, says it is important for a fl orist to ask to visit a venue or location several times to understand the infrastructure, priorities and logistics for advance plan- ning. What if a beam can't weather a fl oral installation? What if a fl oor isn't level? How much time do you have to prepare for the event? HERE ARE WALSHE'S DOS AND DON'TS: • Don't underestimate the challenge of working in an area with which you are not familiar. Understanding cultural diff erences and working with diff erent staff , diff erent wholesalers, etc., require that you be able to adapt, in order to be successful. • Always build in contingency time because nothing ever runs as smoothly or effi ciently as it does on home turf. You will likely also have established relationships with suppliers, which means they will likely drop whatever they are doing to help you when you need it; abroad, those relationships won't exist, so be prepared to stand at the back of the queue. • Flower prices around the world vary hugely, as does the complexity of having them delivered to your desired location. oroughly research this before you undertake a project so that you will be able to quote correctly and end up with a profi table event. • Always bring an extra pair of hands with you: However many helpers you think you will need, add one more. An extra person will be invaluable because you will inevitably end up running around searching for something, no matter how meticulously you plan. 6. ESTABLISH A NETWORK OF FLORAL DESIGNERS WHOSE TALENT YOU RESPECT AND WHOSE WORK YOU TRUST. Kelly Shore, owner of Petals by the Shore in Damascus, Md., emphasizes the importance of getting knowing fl orists from other areas. "Having great industry connections across the country and the world is vital for doing destination weddings," she emphasizes. You can meet them via Instagram or at fl ower shows and conferences, but get to know people outside your neighborhood. In the same way fl owers grow, so will you as the fl orist experiencing a destination wedding or event.

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