Presenting

Extra Features and Video Online FloristsReview.com R E A D O N L I N E 31 HOME AND COMMERCIAL DECORATING SERVICES Make sure you offer in-house decorating services because doing so creates an opportunity to establish more intimate relationships with your clients. is is a smart strategy for several other reasons, as well. First, you will you get to see those clients' particular decorating styles. Knowing specific clients' personal styles will save you time in the future when creating other arrangements for them. A client can come into your store, and you can say, "is would be great for the dining room with your Scalamandré wallpaper." Or, "Here's something for your foyer that will pop with the gray wall." Having this knowledge adds another layer to fortifying personal relationships and loyalty. For example, e Bridgehampton Florist co-owner Michael Grim knew that a client collected 1940s- style antiques for her home. Osburn recalls, "For her holiday décor, Michael found 1940s-era ornaments on eBay, for her Christmas tree. e client loved it and appreciated the thoughtfulness." Natch, this client always uses Osburn and Grim for all of her floral and decorating needs. Offering home and commercial decorating services also gives you the opportunity to call clients to seek their seasonal décor business. Tell them that you are planning for the holiday and saw something that would be great for their mantels, dining tables or front doors. Or, ask clients what significant personal experiences happened to them during the year that they may want incorporated into their holiday décor planning. It gets them thinking early to hire you. Water the relationships of top clients, and then also carve out some time for newer clients. Bert Ford, AIFD, CFD, PFCI, who owns Ford Flower Co. in Salem, N.H., does at least 150 off-site jobs each year. His advice for florists: " Value your time!" he says. "For starters, establish a minimum price for off-site visits. I won't go out for less than $500," Ford says. Also, offer a range of options and prices. For example, when assessing how much a tree will cost to decorate, he offers this suggestion: "I can place a tree in a corner and use less décor and save a few hundred dollars versus placing it in the middle of the room where it will be more expensive because it will have to be decorated all the way around." Regarding commercial decorating services, florists report that advance planning is essential. "e floral and décor industry has many great sources for permanent product, each with a fairly good selection; however, finding product for larger-scale commercial decorating jobs is still a challenge," says veteran designer Cindy Anderson, AIFD, CFD, PFCI, who services clients in Aspen, Colo., including e St. Regis Aspen Resort, e Little Nell and Hotel Jerome. "When you do find product, it is often very 'commercial' looking" Anderson continues. "Being able to add great texture and movement with various product is often how we differentiate the look. When designing commercial décor, it is requisite that it contains light, color and movement. Movement can be visual and not actually physical. is is what attracts the eyes." Anderson says she likes to use unconventional elements in holiday décor, to create "outside-of-the-box" designs. "For example, I have used copper tubing to create a garlanding-type look for a Christmas tree, giving it visual movement, color and light," she says. "I have also used scrunched up window screen to fill in a not-so-great artificial tree. is provided bulk and another texture to reflect light." Canaan Marshall Designs

• Cover