March/April 2018
canadianfloristmag.com
2018’s
HOTTEST TRENDS David Austin Roses: The Story Behind the Beauty
How to Increase Wedding Revenue
inside
Social Media Wedding Etiquette 130 Years of Dobbie’s Florist The Power of Floral Friendships
PM42919543
ALEXANDRA Garden Rose Design Contest First 100 Entries get 48 stems of Garden Roses for Free! ENTER NOW toEreceive the EXC P T I O all NA L rules and info
(and free roses if you are among the first 100 registrants) Submit your work anytime before June 30th. Visit http://url.frinfo.net/alexandra E S T. 2 0 0 5
S HOW
US YOUR BEST
GARDEN R OSE
DESIGNS !
2 Categories: Everyday / Wedding Bouquet
THREE
WINNERS IN EACH CATEGORY :
First Place:
A trip to Alexandra Farms - All expenses paid to Bogota, Colombia (airfare / hotel / meals) for 2 people; 4 days, 3 nights or monetary equivalent.
Second Place:
1,000 stems of Garden Roses (includes freight) or $1,000.00
Third Place:
500 stems of Garden Roses (includes freight) or $500.00
Readers’ Choice Award: Prize TBD
JUDGING
WILL CONSIST OF THE FOLLOWING :
1 member from Florists’ Review 1 member from Alexandra Farms Hitomi Gilliam, AIFD
March/April 2018 | CANADIAN Florist 2
Winners announced in Florists’ Review’s September issue!
305-528-3657 marketing@alexandrafarms.com • www.alexandrafarms.com
06
24
29
Cover Design by Alison Westlake
When did floristry become a trade with artists who don’t charge for their talent? Is this a new thing or has it been going on since the dawn of time? During some of my travels, I get to talk with other florists around the continent about what is happening in their flower shops. It is a wonderful exercise, as I hear some really great ideas. But it can also be discouraging, particularly when I hear that some florists are so desperate for business that they majorly undercharge for their service. I know that feeling of not wanting to lose opportunities; but at the same time, I do not like spending time away from my husband and four kids. So I am going to charge to make it worth not just my while, but my family’s as well.
departments
features 10
Wedding Trends: The 2018 Edition
12
Advice for Event Pricing
18
Four Keys to Moving Up Market
24
David Austin Roses: A Love Story
-Heather de Kok, AIFD, PFCI
26
6
Bloomin’ Biz/Coast to Coast
8
Florist Spotlight
16
The Social Florist
20
By Design
28
Life at Work
29
Grow With Joe
30
How to With Heather
32
Ask the SEO
34
On the Level With Neville
Fair Trade Focus
online Network with florists online
Have your say. Join the new Canadian Florist Facebook Group to share thoughts on florist life in Canada. http://cfmag.pub/fbgroup
March/April 2018 CANADIAN Florist 3
Go For the Gold This Wedding Season
Vol 113 No 2 Editor Katie Hendrick
khendrick@CanadianFloristMag.com
800-314-8895 ext 106 Advertising Manager
advertising@CanadianFloristMag.com
FROM THE
EDITOR
Allow me to state the obvious: weddings are a lot of work. I’ve always known this, of course, but only recently—as I’ve started to plan my own nuptials—have I appreciated the hundreds of little details that go into the big day.
Of course, I have it pretty easy, aside from footing the bill. My only responsibilities include deciding what I like and communicating these desires. You, the vendor, have the real arduous task of actually bringing a bride’s vision to life. I can only imagine the hours of work, both mental (creativity to design something stylish and personal) and physical (wiring corsages and boutonnieres; hauling buckets, tables, vases, and boxes and boxes of flowers; climbing on ladders to install hanging elements; hanging around until the wee hours of the morning to break it down and pack it all up). I’m sure, in the moment, when you’re slaving through the above list, you’re keenly aware of how much value you bring to the wedding—and perhaps thinking, I’m not getting nearly enough money for this. Over the past eight years, I’ve spoken with countless florists who acknowledge they let a number of factors, from fear to guilt, influence their pricing. They undercut themselves because they’re afraid of losing business to a cheaper florist across town or they find a bride-to-be so sweet that they’re determined to give her the moon, even though her budget barely covers a star. As a result, they never realize their profit potential and they grow resentful for being overworked and underpaid. Pricing aficionado Mark Anderson, founder and senior developer of FloristWare, understands these human tendencies and wants to empower florists so they’re better prepared to resist them. In his feature, “Advice for Event Pricing,” p. 12, he offers specific strategies that appeal to brides at either end of the budget spectrum and why you can (read: should) charge more for the most popular wedding dates of the year. On a similar note, Ryan O’Neil, co-owner of Twisted Willow in St. Louis, Missouri and founder of Curate (formerly known as Stemcounter), argues that volume might not be the route you’d like to go. Taking every wedding that comes your way might mean never taking a weekend off, robbing you of valuable family time and opportunities to recharge. A desire to travel propelled the O’Neils to slash their number of accepted weddings, while a need to eat and pay bills forced them to target a higher tier of clientele. In his article, “Four Keys to Moving Up Market,” p. 18, he explains how he promotes Twisted Willow as a premier florist that discerning clients with deep pockets seek out. We’ve also addressed issues including social media etiquette at weddings, p. 16, how your workplace culture attracts or appalls prospective clients, p. 28, and what our very own Neville MacKay, CAFA, PFCI, would choose for the forthcoming wedding of Meghan Markle and Prince Harry, p. 34. And be sure to check out details, p. 7, for our fast-approaching Business Forum, April 21. We can’t wait to see you in St. Catharines, Ontario!
March/April 2018 | CANADIAN Florist 4
Publisher Ryan Freeman ryan@CanadianFloristMag.com Media Designer Ruby Coles Publication Mail Agreement #42919543 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO Strider Media, 6-6150 Highway 7, Suite 400, Woodbridge, ON L4H 0R6 distribution@CanadianFloristMag.com Printed in Canada ISSN 1700-5043
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e-mail: distribution@CanadianFloristMag.com Tel: 800-314-8895 ext 2 Fax: 800-755-7032 Mail: 6-6150 Highway 7, Suite 400 Woodbridge, ON L4H 0R6
Subscription Rates Canada - $30/1 Yr, $48/2 Yrs, $65/3 Yrs + HST USA - $69/1 Yr, $111/2 Yrs, $163/3 Yrs International - $99/1 Yr, $160/2 Yrs, $233/3 Yrs Occasionally, Canadian Florist will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above. No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2018 Strider Media. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication.
Dedicated to the memory of Bill Martin, and all those who gave of their time and resources to build up our industry.
www.canadianfloristmag.com
©2018 Smithers-Oasis Company. All rights reserved. OASIS® and VERTICAL BAR DESIGN® are registered trademarks of Smithers-Oasis Company.
by Katie Hendrick
©2018 Smithers-Oasis Company. All rights reserved. OASIS® and VERTICAL BAR DESIGN® are registered trademarks of Smithers-Oasis Company.
an original accessory
When creating a design for a customer I want to accent their personality with fashion and style. This prom cuff features organic aspects that are very on-trend with its understated glitz. This design showcases my ability to think outside the box and helps build my reputation for creating original floral jewelry. Let our featured designers inspire you at oasisfloralproducts.com/inspire
RAND POWELL FOLEY’S FLORIST Berea, KY MOST INSPIRATIONAL FLORAL DESIGN: Prom
You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. March/April 2018 CANADIAN Florist 5
design By Alison Westlake
Relaxed Romance
These photos were from a wedding in June 2017 in Prince Edward County. I created these pieces along with my two designers, Alexis Bouma and Kristina Steunenberg. The bridal bouquet had seasonal peonies, bleeding hearts, clematis, willow, spirea, lisianthus, ‘Sahara’ roses, ‘Caramel Antike’ garden roses, and eucalyptus. We styled the centrepieces in low, compote-style, footed bowls, using a lovely mix of flowers that complemented the bouquets. We also scattered smaller arrangements along the table in tall, copper, challice-style vases with clusters of peonies, and other posies throughout.
March/April 2018 | CANADIAN Florist 20
A floral chandelier in the dining room provided the centre of attention. We covered it in a garland made of smilax, eucalyptus, and Italian ruscus, with peonies and roses . We provided the bride with hair flowers, which consisted of classic spray roses and some greenery. The flower girl wore a simple floral crown.
March/April 2018 CANADIAN Florist 21
Join Us April 21st Come to the Canadian Florist Business Forum Enjoy an info-packed day with an all-star lineup of Canadian Florist talent.
Tim Huckabee SMART Selling
Michelle Brisebois Conversational Commerce
Neville MacKay The Art of Selling
Jennifer Harvey
Book Those Money-Maker Weddings
The venue for this year’s event is the lovely Holiday Inn & Suites Parkway Conference Centre. Call 1-877-688-2324 to book your weekend stay.
Order your tickets online today! canadianfloristmag.com/business-forum/
Don’t miss the NIAF Design Show on April 22nd, featuring Heather de Kok, AAF, AIFD, PFCI. Make it a full weekend of flowers with CFBF on Saturday and NIAF on Sunday! Book now: NIAFlorists.org