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Business Personalities

We all have different personalities and character traits, so what do you bring to the table when it comes to business? There are three main categories that most of us will fall into. You may even fall into multiple!

The Artist

The majority of the time, florists will fit into this category. It’s generally why we got into floristry––we’re creative and we want to create using flowers and make people happy with flower arrangements. The Artist often doesn’t think of the money or the admin; The Artist is a creative being who wants to look at the overall vision, and they want to get their art out there.

The Manager

The Manager is highly organised, managing the business side of things as well as the people within the business. They are excellent with time management and are able to map out a plan for where they want the business to go. While this will come naturally to some, these skills can be learnt or even outsourced.

The Entrepreneur

The Entrepreneur is focused on the big picture and is excellent at creating a clear business vision. This is similar to The Artist, but this vision is more from a business and financial perspective. They have defined goals, both creative and financial, and tend to want to do everything themselves.

When you are a ‘solopreneur’––which is often the case in floristry as we are usually starting on our own––it means you have to take on all of these roles. It’s a great idea to figure out which one you naturally gravitate towards. Most times we are predominantly two of these types.

When I first started my floristry business I was The Artist with no management skills. I had an entrepreneurial mindset but didn’t understand that it was important for all three personalities to be working together in business.

For many of us, it’s The Artist, and The Artist wants to spend most of their time at the bench working on the arrangements and being creative. This is where you can see floristry businesses burn out because owners feel like they are constantly on emails or dealing with accountants and they aren’t doing what they love anymore.

Other people sometimes start the business and then realise they really enjoy the marketing and creativity that comes with that. Or, they look at the numbers side of the business and find it as enjoyable as the art of floristry itself. It’s just important that wherever you focus the majority of the time, you have an overall understanding of the business.

This is why I don’t suggest going and hiring people who fill your skill gaps right from the start. Start small and give yourself time to work on your weakest business personality before bringing other people in. This doesn’t mean that you can’t ask for support and gain professional advice (you absolutely should when it comes to legal and finance) but you should have a clear understanding of every aspect of your business. This is so that when you’re hiring someone or outsourcing a task to someone else, you understand the scope of what you’re asking them to do.

Completing a personal SWOT Analysis can help to define your strengths and flush which of the 3 types of the above business personality types you are more aligned to, learn about a SWOT analysis here

Floristry Business SWOT Analysis

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An important aspect of business is self-awareness, and a great tool that we can use in order to gain this awareness is a SWOT analysis. This is an integral part of your business plan and it can help you figure out what you need to work on.

You might have heard the term before, but let’s break it down further. Your SWOT analysis covers four areas:

Strengths
Weaknesses
Opportunities
Threats

Strengths

There’s no room for being humble here. When listing our strengths we want to consider our skills. What can you bring to the table? When you’re looking at your own personal strengths, it’s important not to get tunnel vision and focus solely on the strengths required for a floristry business. What may seem irrelevant might actually translate well, so we want to think broadly.

Look at your previous jobs or careers. Perhaps you’ve come from advertising, a job that requires innovation and creativity, or healthcare, where resilience is an important attribute for facing the ups and downs of working in a hospital. Maybe you’ve managed a home full of kids with mess and chaos, and you’ve handled it well. A busy wedding weekend at a floristry studio will feel like a chaotic household too, so being able to thrive in situations of stress is important.

We want to make sure we are spending more time on our strengths because whatever brings us joy will bring greater energy to ourselves and our business, which will help us attract clients, customers and success. The happier you are as a person, the more joyous you are and the better your art because it exudes through that. Just by creating that positive, happy energy, people will be attracted to it and it will pay off in a multitude of ways.

Weaknesses

This one can be a little more confronting, so it might be easier to brainstorm quickly without thinking too much. We often want to gloss over our weaknesses because we think they might inhibit our ability to run a business. But if we don’t take time to identify these potential weak points, we open up our business to issues down the line. So it’s worth investigating why there are weaknesses, what you can do to strengthen these skills and where you need to ask for help.

Once we have our weaknesses listed, we can then figure out what will help us rectify this issue. If numbers aren’t your thing, perhaps you need to engage a bookkeeper, take a short online course or even just buy a book that covers the basics. While you don’t have to be a fully-fledged accountant, being literate in this area and understanding the simple concepts is important.

Opportunities

Opportunities can come in a lot of different shapes. Let’s say that you’re looking for your own shop or studio, then a space becomes available. That’s an opportunity. New customers can be an opportunity for different customer bases or target markets that emerge through word of mouth or networking opportunities. You can be your own PR consultant, and so can your customers, friends and family. Another opportunity can be finding the right team members that complement your strengths and help you with your weaknesses.

We know that one wedding usually leads to many––as there are often prospective brides at weddings––so their first question is: who did that? One opportunity can lead to many. Other types of opportunities could be business owners that want flowers for their space, or they just really want to support you. It might be that the opportunity is there for you to start doing flowers for your friends’ and family’s homes.

Maybe you can see a gap in the market, there isn’t a local florist in the area, or perhaps the florist in your area is of a different style, a different price point or there is more demand in the area than they can meet alone. Opportunity!

On a personal level, opportunity could be time. Maybe you’ve changed jobs and have more time to commit to your creative endeavours, or maybe the kids have flown the nest and you’ve got time on your hands and are eager to start something new. Opportunities are everywhere so it’s good to keep your eyes open for them.

Threats

What circumstances or events could be a threat to the success of your business?

What the pandemic brought to our attention is that there are a variety of different threats out there that we could never expect to have and are entirely out of our control. And while we can’t plan for every single possible thing that could go wrong, we can take action against the threats that can be controlled to a degree.

For example, let’s say there’s a premises for lease in a good location, but you don’t check to see that the local roads are about to be repaved, or that it’s near major construction and foot traffic will be limited. These are potential threats that need to be considered.

What also has to come into play here is our own internal strengths. This is why personal development is just so important––the stronger we are in ourselves, in what we know and what we want to achieve, the quicker we bounce back. Negative beliefs or ideas are a threat to your growth, and the success of your business will be a direct reflection of your own personal development.

Learn the skills to run a profitable floristry business

Colour Theory

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Colour theory is critical and relevant to many design industries. It is best understood with the aid of a colour wheel. The colour wheel visually describes how colours relate to each other and how to interpret these relationships.

The 12-colour colour wheel is most often used in floristry and other design industries. Half of the wheel is made up of warm colours, while the other half is referred to as cool colours. It is essential to understand that black, white and grey are considered neutral colours. Their role within the colour wheel is to be mixed with other colours on the wheel to create tints, shades, and tones. Colour becomes a tint when white is added. When black is added to a colour, it creates a shade of the original colour, and when grey is added to a colour, it becomes a tone.

Primary colours are base colours. These colours cannot be created through the mixing of other colours.

Secondary colours are base colours. These colours can be created through the mixing of other primary colours.

Contrasting/complementary colours sit directly opposite each other on the colour wheel. For example, the violet and yellow colours within an iris, or the red and green used at Christmas.

Monochromatic colours are a single colour, modified using tints, shades, and tones of the original colour.

Triadic colours are colours that are evenly separated and spaced around the colour wheel. They produce contrast and harmony with each other. To lessen the overall colour intensity, one colour can be used to dominate the design, while the other two complement its strength.

Analogous colours sit next to each other on the colour wheel. They create a flowing, natural look to a design. You can create a warm or a cool colour palate, depending on the side of the wheel from which you select your colours.

Split complementary colours are created when selecting one complementary colour, with the two colours lying on either side of the opposing complementary colour. For example, red and green are complementary, so you might choose red, and then use the two colours which sit on each side of green, these being blue-green and yellow-green.

To learn more about Floristry design skills and techniques visit our course page

The Elements & Principles of Design

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Are you a Floristry Student trying to learn the elements and principles of design and how they specifically relate to floristry? We have you covered all in this one blog so pour yourself a cuppa and read on…………

Design Elements

The elements of design are incorporated into everything, whether natural or man-made. These elements help to evoke emotional responses. When designers use the elements and principles of design to create a specific order, they evoke a particular emotional reaction, wherein you can literally feel what you see. These elements are colour, line, texture, space, shape and form.

Colour

Colour refers to the visual response of the eye. It has the most substantial emotional power of all the elements. Combining colours and creating harmony between them can be one of the most pleasurable parts of floristry. However, colour is subjective. Many colour schemes have been made to help the designer maintain order and to control the emotions of the viewer.

A complementary colour scheme involves colours that are opposite each other on the colour wheel, making a bold statement that evokes excitement. Monochromatic colour schemes use a singular colour. Triadic schemes employ three colours distributed evenly on the colour wheel, such as red, yellow and blue. These colour schemes each evoke very different emotional responses.

Over the past twenty years, the floristry industry has witnessed a strong movement towards a less fixed use of colour, allowing florists the welcome freedom to express themselves with their choice of colour to influence the feelings of their customers.

Line

Line is the direction in which a viewer’s eye travels when they look at a design. It gives a sense of movement around, through, and out of a design.

The florist may want the viewer’s eye to be drawn in and around the design, or, they may wish to draw the viewer’s eye in and then lead away to a focal point.

For example, flowers on a stage may not be the final resting point for the viewer’s eye but can be designed in a way that draws their eye to another area on the stage (generally the centre).

Texture

Texture relates to the surface qualities of an object. Texture can be either visual or tactile; some objects can visually appear to have one texture and actually have another one to the touch.

Like colour, texture evokes strong emotional responses. Small children are drawn to touch certain textures, while adults are more often drawn to look at textures––although some adults still cannot help but touch!

Space

Space is divided into two parts––positive and negative.

Designers need to consider the positive space in the room or area the design will sit in and create the arrangement accordingly. A small arrangement, for example, has little impact in a large hall or meeting room.

Positive space within an arrangement is the space occupied by individual flowers. It is important to occupy space within the design to enable the principles of scale and rhythm to be incorporated into the design.

Negative space is the empty space in a design around individual flowers and plant material, i.e. it is space without contents. Utilising negative space is a beautiful way to create focal areas, which are areas of dominance.

Shape & Form

Shape and form are considered in every aspect of your design, from the overall look to individual flowers to the container they sit in.

Shape is a two-dimensional design element, such as a round sketch of a posy.

Form is a three-dimensional design element, such as the dome or ball of an actual posy.

Design Principles

The design principles are the essence of creative design. They are the laws of relationship, providing designers with an organised system or plan for combining the elements of design into a finished product.

Balance

Balance refers to a design’s visual and actual weight distribution. Visual balance is achieved by the correct use of the elements of design. Actual balance is achieved by physically distributing the materials so the arrangement or object will not fall over. A top-heavy arrangement in a thin, small or lightweight vase will fall over, as it is not balanced. Overall design balance is present when both the visual and physical aspects of balance are successfully achieved.

Scale

Scale is necessary to create rhythm and harmony. It refers to the comparison between the sizes of two or more things, and the progression of steps or degrees. Designers incorporate scale to ensure contrasting elements are pleasing to the eye.

For example, scale can link the softest texture to the hardest texture in an arrangement by the designer incorporating varying degrees of textures in between. This principle relates to all elements––scaling from light colours to dark colours, big shapes to small shapes, unified lines to organic lines and so on.

Rhythm

Rhythm and flow are critical parts of all design, as they lead the viewer’s eye seamlessly throughout the display or arrangement. Rhythm is the same as other principles, in that it is created by the use of all the elements. Line and colour, in particular, are wonderful for creating a rhythmic flow.

Dominance

Dominance refers to the part/s of the design being accentuated and the impact obtained by using some/all of the elements––colour, form, line, shape, and texture––to create a focal area. A focal area within a design is an area to which the viewer’s eye will be drawn. For example, when King Protea is used as the focal point in a design, we are creating dominance by using three elements: colour, size, and shape. It is important to note there can be more than one focal area within one design.

Proportion

Proportion refers to the relationship between the parts of the design, based on their relative sizes. For example, the relationship of an arrangement to both its container and the overall composition of its setting. Three points can be used to determine if a design is well-proportioned:

There should be a visual balance between the arrangement and its container
The arrangement or design object should be in proportion to the setting or chosen location of the design
The visual weight of the flowers and plant material should be evenly proportioned using scale

Contrast

Contrast refers to striking differences, such as black and white (or Yin and Yang). It is achieved through the use of opposing lines, colours, shapes, and textures in both the design and its surroundings. Contrast is necessary to add visual interest for the viewer.

This is achieved in many ways, such as creating a design with soft and hard textures, the colours red and green, or by using any colours opposite to one another on the colour wheel. You could also pair a large round shape with a small round shape, round with a square, or thick strong lines and fine whimsical lines––the possibilities are endless. Then you can apply the principle of scale to bring it all together.

Harmony

Harmony is the final design principle. A designer achieves harmony by successfully incorporating all of the other design elements and principles to create a unified, cohesive and visually appealing design.

For more floristry skills and knowledge you might like to visit MyBlooms ebooks they are packed with helpful knowledge for aspiring florists

Tools of the Floristry Trade

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When it comes to creating a showstopper arrangement, your tools and accessories are your secret weapons.

A floristry workbench

To get started, we need to make sure we’ve got a designated place to work. We recommend finding a workbench that’s approximately 90cm in height. Kitchen and laundry benches are usually a good place to start looking, as these benches will usually come with a large in-built sink area which is perfect for filling up your vases and buckets. They’re also quite spacious and given that we recommend having about one metre of space to arrange on, this is a big tick.

Another advantage to kitchen/laundry benches is that they’re purpose-made to deal with spills and water. Whatever type of bench you choose, make sure that the table part is equipped to deal with water and can be easily cleaned. This is why we don’t recommend arranging flowers on your dining table––it’s likely to get nicks and water damage!

Don’t be afraid to look around for custom options either––at the Bloom Studio we used beautiful, wooden Ikea table tops and had the legs custom fitted to make them the correct height. We also had wheels added for movability. Add a thick coat of gloss on top to protect the wood from scratches and water damage, and you’ve got a sturdy, custom floristry bench.

A florist’s toolkit

First and foremost, make sure you’ve got your trusty, highly absorbent hand towel close by for mopping up any spills as well as keeping your hands dry.

You’ll also need:

Pair of protective gloves – important for making sure you don’t get nicked and for removing any leaves on flower stems
Flower cutting snips – ideal for cutting softer flower material
Secateurs – for cutting hard-stemmed foliage and sticks
Apron – for protecting your clothes from any splashes or dirt, as well as providing a handy pocket to keep your tools in
Parafilm floral tape – for wiring and taping
Snips sharpener – to keep your snips nice and sharp
Wire – we recommend having a variety of sizes

Sharp snips are an indispensable tool for floristry, keep a few pairs for home, the studio and maybe in your car for any foraging finds. Just be mindful of putting your snips in safe areas, not on the edges of benches where they might fall off. Never place them into your pockets either, we recommend a good quality leather tool belt.

Preservatives

The aim of preservatives is to prevent the growth of bacteria. You may add a flower preservative to the container holding your flowers, just keep in mind that a little goes a long way, as they’re heavily concentrated products. Look into the different flower preservatives and what they are commonly used for. There are also preservatives specifically designed for certain flowers, or even natural alternatives to preservatives such as combining citric acid or white vinegar with sugar.

Unfortunately, preservatives can speed up maturation, so if you’re keeping your vases/vessels clean and changing the water every day, you don’t need to use preservatives.

Waste Material

It’s important that floral material is disposed of properly. All green waste material can be put into a central green waste bin. There are companies out there that compost green material and some local councils also have green waste bins that they collect.

Contamination of green bins is something that you will need to be careful of, especially as some companies will charge if they find foreign material in the bin. Contamination can be something as little as a few bits of plastic wrap or some rubber bands.

With wired work, it’s easy for small bits of wire and parafilm to make their way into the bin, so to be on the safe side, it’s best to work into a general waste bin. Also, any material that has been in floral foam needs to go into the general waste. This is because flowers pick up the foam, which is a microplastic, contaminating the green waste.

When sweeping and using a dust pan to clean up, all that waste should go into the general bin as non-natural materials may be picked up and will contaminate the green waste.

Extra Care

Bacteria

Bacterial growth is one of the fastest ways to shorten the lifespan of cut flowers. Bacteria will grow in dirty water and containers, so be sure to change the water regularly and keep the container clean. For bacteria to grow it needs both a wet environment and something to attach to. This is why the removal of any leaves below the water level is so necessary.

Stem care

Many people know they should recut stems before placing them into fresh water, but don’t know why. Flowers and plant materials begin to heal themselves once cut, effectively blocking the flow of water. Giving the botanical material a fresh cut reopens the flower to allow for water flow. Cutting the stems on an angle creates a greater contact surface area so more water can be absorbed, while also allowing water to get beneath the cut end of the stem if it is resting on a container’s base.

Temperature

Always store your fresh material in a dark, cool, draught-free area. Home fridges are usually set at a temperature that is too low for flowers. The optimum temperature for most varieties is 6°C to 8°C. Any fresh materials originating from tropical climates should be stored above 12°.

Transporting Flowers

Transporting buckets and bunches of flowers can be a bit of a learning curve. You may be purchasing multiple bunches of flowers which will often be in buckets. Using larger containers to hold buckets of water can help to hold them steady, and catch any water that might spill.

You can purchase your Toolkit here

Flower Care & Maintenance

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Sourcing Your Flowers

At Bloom, we always do our best to source local botanical material that has been treated with love and respect by the people who have grown and cared for it. We also want to know that the people who grow our flowers are being treated with respect. We will not source products with the knowledge it has come from farms or manufacturers where people work in unfair, unsustainable or unsafe conditions.

Imported flowers are becoming increasingly common in Australia. Anyone who has travelled internationally knows how seriously Australia takes its biosecurity and quarantine laws, and flowers are not exempt from this treatment. As a natural material, flowers are subject to extensive fumigation before they reach wholesalers and florists. The chemical used to do this is methyl bromide.

Methyl bromide is known to be toxic to humans and is even illegal in some countries. Even short-term exposure can cause damage to the lungs, and long-term exposure is linked to neurological damage.

Flowers that come into Australia must also go through a devitalisation process. This means that the flowers cannot be propagated here in Australia. To do this, the flowers are bathed in glyphosate for 20 minutes to complete the process.

While the effects of using glyphosate are heavily debated, more information is emerging about the potential danger of long-term exposure to the product. Since the stems of imported flowers have been soaked in glyphosate, the residue of these may remain on the flower and in the water it’s sitting in. With flowers like roses that can easily prick the skin, this exposes florists to the chemicals directly. Long story short, when you use imported flowers, wear gloves!

The other significant issue of importing is the lengthy supply chain process. Many of our flower imports come from developing countries, where working conditions in some facilities are questionable. There is also the environmental concern of the miles the flowers travel, and the carbon emissions this causes. When we buy local, or direct from farmers, we cut out many of these, reducing our environmental impact.

Conditioning, Care & Storage Needs

What to look for

All flowers have different characteristics that demonstrate freshness. Your arrangements and cut flowers will last much longer if you use the freshest flowers and plant materials available to you, so it’s important to know what to look for.

What we do want:

Green flower stems and vivid foliage, with no yellowing or slimy leaves present.

Stiff but supple stems – this means the material is well hydrated.

When flowers or buds are present, make sure the majority of blooms are still closed. Open buds should be bright and fresh in appearance.

Buds with colour present.

Flower petals should be bright, vivid colours and veins should not be visible.

Undamaged stems and bunches

What we don’t want:

Petals that are transparent or have visible veins. Often this indicates that the flowers have been cold stored for too long, which could result in the blooms failing to open. This may also indicate the flowers are dry.

Tight buds without colour – this often means that the blooms were cut prematurely.

Damaged bunches or stems – holes or tears in leaves shorten their vase life and can attract bacteria.

As our product is from nature, we’re aware that not all materials we receive will be without imperfections. However, there may be times when stock should be returned to wholesalers. Building a strong, positive relationship with your wholesalers and growers will make this process easier, and minimise the likelihood of receiving poor-quality stock in the first place.

Caring for your material

Once you have received your fresh stock, whether you have purchased it from the market, collected it from the grower, or had it delivered to your floristry studio or shop, you must do the following to care for your stock:

Using the tax invoice that you receive, make sure you check off all listed items, ensuring you have been given the correct amounts of each. At this time, you can also check the condition of the flowers and foliage, ensuring the quality of the product is 100%.

Remove the plastic from each bunch. This allows a clear path of airflow to the blooms and stops condensation against the plastic, which may also cause the product to become mouldy or slimy with bacteria growth.

Any foliage or leaves that sit below the water line should be removed. This keeps water fresh, minimises bacteria production, and will keep the stems clean and clear.

Remove any broken or damaged flowers or leaves from within the bunches. This is for aesthetic reasons, but will also remove the potential for bruising or bacterial growth from within each bunch.

Select a bucket of the correct height for the bunches, and fill a quarter to a third of the way full with clean, fresh water. Also, make sure any buckets you use have been thoroughly cleaned and correctly stored beforehand.

Re-cut each of the stems on an angle, and place them into your bucket.

Replenish the shop with your fresh stock, or place the buckets into a cool room for storage. (The Botanical ebook by MyBlooms includes information on how to determine appropriate storage for each flower or foliage type) As a general rule, flowers are best stored between 4-8ºC. For storing tropical varieties, this is approx. 12ºC or above.

This may seem like a long process, but it is essential to provide the appropriate care for the flowers and foliage to extend their vase life significantly.

Correct initial handling will also rehydrate the flowers, ensuring that the maximum water content is stored within the stems and leaves. This means that when the flowers are removed from the water (for delivery or when used for events where they will remain out of water for extended periods of time), they will be fully hydrated and last longer.

To Learn More visit our course pages

Maintaining your flowers

As you are working with fresh materials, it is essential to understand how to maintain the product’s freshness. By putting this knowledge into practice, it will maximise the lasting qualities of each flower and foliage. The responsibility of care is then passed onto the customer once the product is in their possession, so you need to effectively convey the maintenance requirements to your customer.

The best way to preserve healthy flowers is always to maintain fresh water in a clean vase and re-cut the stems every couple of days to enable a continuous flow of water up the stems.

The positioning of flowers is also important, as draughty and breezy areas (including air-conditioners) will dehydrate flowers, significantly reducing their lifespan. It is also important to keep flowers out of direct sunlight and prevent exposure to fireplaces and heaters (including air vents and outlets). Make sure you remove spent blooms and yellowing leaves to keep the remaining flowers looking fresh and beautiful.

To Learn More visit our course pages

Floristry Terminology

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Like any profession, there are plenty of terms given to the tools, materials and concepts we work with that are not used outside of floristry.

If you’re ever unsure of a term you are hearing read on for the definition and save this page to reference back to.

Foliage

noun

Definition: Plant material, leaves and any natural material that isn’t flowers.

Focal Point

noun

Definition: The area where the eye is drawn to, usually where the most dominant flowers are.

Junction Point

noun

Definition: The spot where each stem is added to the bouquet and held in the hand, between the thumb and first finger.

Natural Materials

noun

Definition: All fresh flowers and plant material.

Support Wiring

verb

Definition: A technique used to support the natural stem of the flower, either to strengthen it or to manipulate the direction of the stem or flower head.

Spiralling

verb

Definition: When all stems are placed on the same angle.

Wiring and Taping

verb

Definition: A technique used to attach a wire as a false stem for flowers, using floral tape to secure it.

Wholesale Price

noun

Definition: The price the business pays for flowers and foliage.

Retail Price

noun

Definition: The price at which the business sells flowers and foliage.

GST

noun

Definition: Goods and Services Tax (GST) is 10% and is added to the retail cost of flowers and arrangements.

Mark-Up

noun

Definition: The amount or percentage increase from wholesale cost, to cover overheads, pay wages and generate a profit.

Sundries

noun

Definition: Any product used that is not fresh material, but is required to create the arrangement, such as plastic containers, foam, wire, ribbon, tape, etc.

Accessories

noun

Definition: Any product used to enhance the arrangement but may not be required for its construction. These include vases, decorative containers, ornamental ribbons,

chocolates, teddy bears, etc.

Finding Your Business Personality

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The Artist

The Manager

The Entrepreneur

Want to learn more? Give your business its best chance at success with my Bloom in Business Online Course. Access your free 30 min Bloom in Business session here, where I’ll give you a snapshot into the full breadth of our business course and how you can become your own boss.

Yvette x

Updated business coaching sessions are now available

The Captivating Beauty of Freesia

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Welcome to our blog, where we will embark on a fragrant journey exploring the captivating beauty of freesia. Bursting with vibrant colours and a fragrance that is unforgettable, freesias are a beautiful addition to any floral arrangement. Originating from the southern regions of Africa, these flowers have a rich history, cultural significance and a wide range of varieties.

Freesias, scientifically known as Freesia spp., are native to South Africa and were discovered in the 18th century by a botanist named Christian P. Ecklon. The plant was named after Friedrich Heinrich Theodor Freese, a German physician and botanist. Originally, freesias were limited to a few wild species, but through cultivation, numerous varieties have been developed.

Today, there are around 20 different species of freesias, each with its unique colour palette and characteristic fragrance. From the classic whites, yellows and pinks to the bolder shades of reds, purples and oranges, freesias offer a spectrum of options.

Freesias have deep cultural significance in various parts of the world. In Victorian times, these flowers were commonly associated with trust and innocence. They were often given as tokens of friendship and were highly admired for their delicate beauty. Even today, freesias are a popular choice for expressing feelings of purity, friendship and thoughtfulness.

Symbolically, freesias are also known to represent trust, faithfulness and the spirit of adventure. They can be given as a gesture of appreciation or used to convey the message of a new beginning.

During the 19th century in England, freesia flowers held significant meaning as a secret messenger. This period witnessed the height of floriography, a prevailing trend of conveying coded messages through flowers. In a society where emotions were frequently suppressed, flowers provided a subtle means for individuals to express their genuine feelings without relying on spoken or written language.

The freesia, in particular, became a symbol denoting the transmission of a secret message. When one received a bouquet of freesias, it signified an extraordinary level of trust, as the sender entrusted their confidential thoughts or feelings to the recipient through this delicate floral gesture. https://www.bloomandwild.com/freesia-flower-meaning

Annually, during spring, a multitude of people eagerly head to Hachijojima Island, situated approximately 150 miles south of Tokyo, to witness the captivating spectacle of freesias in full bloom. Nestled at the foot of Hachijo-Fuji, a dormant volcano, over 350,000 freesia blossoms burst forth from March 20 to April 5. The atmosphere becomes saturated with the delightful and invigorating citrus fragrance of freesias, while the fields erupt into a riot of vibrant colours. This event, known as the freesia festival, not only offers an opportunity to revel in the beauty of nature but also encompasses lively musical performances, craft markets and the joy of flower picking, all in celebration of the arrival of spring. https://www.japan.travel/en/sports/diving/travel/hachijojima-freesia-festival/

In some folklore and superstitions, freesias are believed to possess protective qualities. It was thought that wearing freesias or placing them in the home would bring good luck and ward off evil spirits. Additionally, the fragrance of freesias was believed to have a calming effect on the mind and body, helping to alleviate stress and anxiety.

Their fragrance has a mood-lifting effect, promoting relaxation, reducing stress and increasing overall well-being. Surrounding yourself with freesias can create a soothing environment that uplifts the spirits and brings a sense of tranquility.

Freesias are highly valued in the cut flower industry for their vibrant colours, long stems and fresh fragrance. To meet the demand for these blooms, they are cultivated in various regions around the world, including the Netherlands, Kenya and Colombia.

To ensure the highest quality, freesias are carefully grown and harvested. They require well-drained soil, ample sunlight and moderate watering.

Freesias have a relatively long vase life, typically lasting between seven to ten days when properly cared for. Here are some tips to help extend the lifespan of your freesia arrangement:

Choose a clean vase and fill it with fresh water.
Trim the stems at a diagonal angle to facilitate water absorption.
Remove any leaves and buds that may be submerged in water to prevent bacterial growth.
Place the vase in a cool location away from direct sunlight and heat sources.
Change the water every two days and recut the stems for improved hydration.

While most freesias are readily available, there are a few rare and sought-after varieties that collectors and enthusiasts adore. For example, the Double White Freesia is a unique variety with multiple layers of petals, creating an exquisite, lush appearance. https://www.tesselaar.net.au/product/549-fantasia-freesias-double-white

Fun fact: Freesias are not only admired for their stunning flowers but also for their impressive ability to produce a sweet, citrus-like fragrance. The scent of freesias has even been used in perfumery to create fragrances loved by many. In numerology, freesia is representative of the number nine, embodying qualities of obligation and selflessness.

Freesias are a true delight for the senses. From their captivating history and cultural significance to their wide range of varieties, these flowers have captivated hearts around the world. Whether you’re looking to brighten your home or send a meaningful gift, freesias are sure to bring joy and beauty to any occasion.

Top 3 Must-Have Skills For Floristry

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It takes more than just a love for flowers to create beautiful arrangements and run a successful floristry business! There are certain skills that are essential for florists to master, and in this blog, we’ll explore the top 3 skills that every florist needs to have in order to thrive in this competitive industry. Whether you’re a seasoned pro or just starting out, these skills will help you create stunning floral designs and build a loyal customer base.

Design and Creativity Skills

Design skills and an innate sense of creativity are what allow the best florists to create the kind of arrangements that amaze and wow customers. Design principles such as colour theory, composition, and texture can be used to make arrangements that are both beautiful and functional. Having a strong understanding of design will be instrumental in helping you create arrangements that are tailored to the specific needs and preferences of your customers, and that will stand out in a crowded market.

On top of this, an understanding of design principles means you’ll be able to use flowers and other materials in unexpected ways, which can help to create unique and memorable arrangements. Creativity on its own is not enough for making bouquets that feel different to what every other florist is doing. You need both – the creativity and the design skills.

Sales and Business Skills

You’re not going to get very far with your floristry business without some serious sales and business skills under your belt. A florist who has strong sales skills will be able to effectively market their products and services to potential customers, which can lead to increased sales and customer loyalty. Additionally, a florist with strong business skills will be able to effectively manage their finances and make strategic decisions that can lead to growth and more profits. This includes budgeting, forecasting, and managing inventory and expenses.

Having a strong understanding of business operations and customer service can also help build a positive reputation for the business, which can attract more customers. Overall, sales and business skills are essential for you as a florist to be successful and ensure the longevity of your business.

Flower Knowledge

This one should go without saying, but we’re going to say it anyway. To be a successful florist you need to have a detailed knowledge of most flowers (especially those commonly available in your country/area) and how to care for them. It’s this knowledge that’s going to ensure you’re able to properly select, arrange, and care for the flowers you use in your designs.

For example, a florist needs to know that Lilies require a lot of indirect sunlight to unfurl and that some flowers have a shorter vase life than other flowers, such as Daffodils. This knowledge will help them to choose the right flowers for a particular arrangement and ensure that they last as long as possible.

Additionally, a florist must be able to care for the flowers properly. This includes knowing how to correctly store the flowers, how to keep them fresh and healthy, how to prevent pests and diseases, and how to keep the flowers looking at their best for as long as possible. Not only will your customers ask you for this information, but you’ll be caring for large bunches of cut flowers until they’re sold – so you’ll need to keep them looking beautiful.

On top of knowing all about a flower’s features and how to care for it, you’ll also need to have a good understanding of the meaning and symbolism behind each flower. This knowledge is very helpful when creating arrangements for special occasions, such as weddings or funerals, where the flowers may have specific meanings and traditional uses.

Ready to become a florist? We teach most of these skills in our online floristry courses (except for creativity, which you’ll need to unlock within yourself all on your own!) We’ve got the Career Change Course for a deep dive into design principles and colour theory, the Bloom in Business 90-Day Course for everything business and sales related, and the Bloom Basics Course, for anyone looking to dip their toe into floristry before taking the big leap.