The 3 Floristry product lines are:

1.   Botanical materials

2.   Sundry items

3.   Ancillary items

Now let’s look at each of these in more detail…

Botanical materials

These include fresh flowers, foliage, plants, dried flower and plant material.

Examples of these are:

Flowers – Roses, Carnations, Freesia and Gardenia.

Native Flowers – Banksia Orange, Australian Daisy, Flowering Gum and Grevillia Flower.

Native Foliage – Emu Grass, Tiki Fern, Geebung Foliage and Tea Tree.

Botanical Items – Jack Fruit, Cherry Blossom, Fig Branch and Star Anise.

Sundry items

These are products required to create an item, such as floral foam, wire, parafilm, and plastic containers.

Examples of these are:

Floral Foam Brick, Green powder coated or paper covered wires and fishbowls.

Ancillary items

These are the items which are not required in the production of the arrangement, but rather used as an enhancement or embellishment.

Examples of these are:

Ribbons, boxes of chocolates and raffia.

These are just a few examples of each of these items – we really could go on forever!  When you are first learning about floristry, it may feel overwhelming, but as you learn more you will get to know each of these items in more detail (and discover your favourites!), and your confidence and creativity will grow in leaps and bounds.

Do you want to be a florist?  Our Flower Basics Courses are held across 3 locations and are starting soon!  We also have other Flower Arranging Courses and Workshops in Geelong and Melbourne. For more information head to our Courses page.

Following on from our post on Taking Client Orders, let’s now look a bit further into Customer Service and Retail skills.

Developing Customer Service and Retail skills is a key component of our Floristry Courses in Melbourne and Geelong, and we go into more detail here.

It’s important to note that floristry has specific requirements, only relevant to this industry, such as:

• Weddings
• Corporate clients
• Funerals
• Birthdays
• Anniversaries
• New born baby celebrations
• People taking leave

With each of these client types, a specific emotion or message is being relayed through the flowers you create and send. The art of portraying emotion within a floral installation and arrangement is a skill that comes with time and practice.

Let’s have a look in more detail at the three most common of these.

Weddings

Wedding clients have specific needs and should be dealt with in a structured, appointment style environment.

Some specific points to note:

• Offer an initial consultation with your client.  Typically this will take half an hour.
• Have your wedding clients bring ideas and images that they like to the consultation, and also have magazines and other images to show as examples when you meet with them.
• After the consultation provide a detailed quote of what you will provide.
• To secure the date, the client will need to pay a deposit (anywhere from 10% – 50%).
• Set up a payment schedule, with the final payment being due no later than 2 weeks prior to the wedding.
• One-two months before the wedding, book another meeting to finalise attendance numbers, and to check their requirements.

Corporate clients

These customers are a very important part of any floristry business, and one florist should be nominated within each business to be the point of contact to streamline the ordering process.

Some specific points to note:

• Have detailed order forms for each of your clients, which include photos of the space.  The forms should also include details of:
  • Colour
  • Height
  • Quantities
  • Budget
  • Contact person
  • Placement requirements
  • Days & times of delivery
  • Position of rubbish removal and water facilities
  • Any other requirements specific to client

Funerals

It is a very emotional time when someone dies. Funeral and bereavement flowers are a final tribute to the individual, and help console their loved ones at this very difficult time. Dealing with family members and friends is a very different customer service experience, and can be confronting at times, especially if you have little experience dealing with this situation. It’s imperative that you are sympathetic, professional, and discreet at all times.

Some specific points to note:

• Approach this situation with a feeling of honour, having been personally chosen to create flowers for their deceased loved one.
• Also, know that your contributions will help them to get through this time a little easier, as you are there helping to make sure they get the flowers they require.
• For flowers going to the funeral, it is appropriate to send a cut sheaf of flowers or a wreath.
• For flowers going to the home of family or friends of the deceased, never send a wreath or sheaf. An arrangement, or a posy in a vase are appropriate options. Or another option is a plant that can be placed in their garden.

As you can see from the above, floristry is primarily a service-based industry, and you will be dealing with other businesses and members of the public on a daily basis.  By developing your ability to create strong relationships early on, it will help you generate new business opportunities, and to ensure return clientele for the business you work for, manage, or own.  Our students at Bloom College all gain a solid foundation in Customer Service and Retail as part of their floristry training.

Are you interested in becoming a florist, or refreshing your skills? Our Floristry Courses and Workshops are held across three locations.  Full details can be found on our Courses page.