6 Principles of Floral Design
To a certain extent, the positions available with growers depend on the
size of the company. Some commercial growers have facilities in several
states. Others are smaller, local businesses. All commercial growers employ
sales representatives and production managers. Larger businesses may
also need distributors—people who transport the plants and fl owers to the
wholesale or retail fl orists.
Wholesale Florists
Wholesale fl orists buy fl owers and plants from
commercial growers and sell them to retail fl ower shops,
Figure 1-3. Wholesalers buy cut fl owers in bulk from local
growers around the world. Because wholesale fl orists keep
up with the latest varieties of fl owers and offer a large
assortment of cut fl owers and foliage, they are an important
resource for fl orists.
In addition to perishable products, wholesale fl orists sell
nonperishable materials called hard goods, such as glassware,
fl oral foams, wire, packaging products, and tools. They supply
all of the products necessary for fl oral design. Wholesale fl orists
also sell seasonal products and materials that allow retail fl orists
to meet customer demands at different times of the year. For
example, in October and November, wholesalers may stock
fall items such as ceramic planters in the shape of pumpkins.
Retailers purchase these planters and create fall arrangements
using the pumpkins as a focal point. Because of their role in
supplying the necessary products for fl orists, wholesale fl orists
are an essential part of the fl oriculture industry.
Wholesale fl oral buyers fi nd and purchase the products they offer for sale.
Buyers have a solid knowledge of fl ower varieties, their seasonal availability, and
growers who cultivate crops. They understand the needs and wants of their retail
customers and arrange to buy suitable products, including plants, cut fl owers,
and hard goods.
Retail Florists
Retail fl orists sell directly to individual customers and make up a
large part of the fl oral design industry. Many retail fl ower shops are run by
entrepreneurs—people who own their own businesses. They combine business
and art to provide exactly what their customers need. Business operations
include advertising, pricing, marketing, and accounting. The creative or
artistic side of the business includes producing designs for funerals, weddings,
everyday celebrations, corporate events, and holidays.
A successful retail fl ower shop needs to thrive in all facets of the
business, Figure 1-4. There are several different types of retail fl orists:
• Full-service fl ower shops.
• Limited-service fl ower shops.
• Bucket shops.
• Specialty shops.
Did You Know?
Floristry, as a business,
began in the United
States on the East Coast
following the War of
Independence. Nurseries
began selling both cut
and potted flowers to fill a
growing need.
Sura Nualpradid/Shutterstock.com
Figure 1-3. This wholesaler provides roses
in hundreds of different colors. Buyers for
retail fl ower shops go to wholesalers like this
one to purchase the fl owers they need for
their clientele.