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60 April | 2023 Business 1. Apprentice with a florist who does big events. As Dubin reveals, apprenticing for a grand florist is helpful. "Most of us are hugely busy and have established vendors with whom we have a long history," she says. Furthermore, one mistake can impact event planners' reputations, which is why they rely on their established vendors. For large events, big florists often subcontract, but the event planners must have confidence that those florists know the subcontractors' style and work ethic. "A personal connection, being part of the design collaboration during the planning process or being on site at an event with an established team is always a great first step," states Dubin, whose weddings are often in the multi-hundreds-of- thousands-of-dollars bracket. "Apprenticing is the best way for floral designers to learn because big events are very different from smaller ones," says Bill Schaffer, AIFD, CFD, AAF, PFCI, co-owner of Schaffer Designs in Philadelphia, Pa., who often hires teams of apprentices for the million-dollar weddings he does for event planners like Wilkinson Rhodes, in San Antonio, Texas. "ese productions require speed and skill and technical abilities. You also have to be able to adapt to problems that often occur because these events are often destination events, with many layers of production. ere's the rehearsal dinner, the wedding ceremony and reception, brunches, etc. Efficiency, as well as artistry, is required." 2. Do not send emails without images from your portfolio or make unreasonable requests. Just saying "Hi" and introducing yourself will fall on deaf ears. "Random emails of introduction without a visual association most likely won't get any attention," Dubin emphasizes. One florist reminded an event planner that she worked on an event that had many players, forgetting that event planners rarely remember everyone and need to see images. Echoing others, Laura Ritchie, founder of Grit & Grace, an event-planning company based in Leesburg, Va., says florists shouldn't ask to help with floral shoots. "Asking a planner to produce a photoshoot is basically asking us to work for free," she says. "Creating and producing a photoshoot is a lot of work, and they are not necessarily things we have time for." erefore, if you are working at an event that you want for your résumé, plan ahead to shoot it yourself. 3. Do not send portfolios overstuffed with photos to event planners. From speaking to many event planners, I have learned that the biggest mistake florists make is overwhelming an event planner with too many images. "Sending a huge portfolio or giving a planner too much to see will be overwhelming and, most likely, ignored," Dubin shares. "Edit your best work, that of which you are most proud, and tell a very short story of why this is representative of your sensibility, taste and style." But that doesn't mean to not show a variety of skills. "I look for examples of their hard goods as well as their bouquets," says Wellington. "eir chuppahs, arches, candleholders, vessels—all those things matter to me." erefore, pick your best shots, but show a variety of skills and styles. Samia Zellner, founder and CEO of Samia Zellner Events in Cleveland, Ohio, looks for florists who are talented but also good listeners. No divas need apply. "ese productions require teams, and I will rehire only those who are team players," she says. So, what are the best ways to get on event planners' radars? Here are some helpful tips.

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