Chapter 1 Careers in Floriculture 9
• Creating eye-appealing displays for merchandise.
• Advising customers on fl ower and plant care.
• Taking fl ower orders by phone and arranging delivery.
• Administrative tasks, such as bookkeeping.
• Installing fl oral displays at special functions and events.
Retail fl orists are responsible for all aspects of their
business, Figure 1-7. Ordering and purchasing necessary
cut fl owers, foliage, blooming plants, and containers
and supplies for everyday operations are the fl orist’s
responsibility. The fl orist creates the fl oral designs or
oversees their creation by staff, and often coordinates
their delivery to customers. Florists also deal with the
necessary paperwork for accounts payable (money the
fl ower shop owes to vendors, such as wholesalers) and
accounts receivable (money that customers owe the fl ower
shop for purchases). The owner will also need to consider
advertising and marketing through various types of media.
Floral Designer
All retail fl ower shops need skilled fl oral designers. The number of
designers required to successfully run a business depends on the size of
the business. Large businesses and companies with multiple locations hire
numerous designers with a variety of skill levels, from basic to advanced.
Floral designers need to be profi cient at producing everyday designs,
Figure 1-8. In addition to being creative, they should have knowledge and
understanding of the fl oral shapes, designs, and styles suitable for a variety
Did You Know?
Extra Special Service
In some parts of the
UK, the police often
send flowers with an
apology when a case
can’t be solved.
Vaclav Mach/Shutterstock.com
Figure 1-8. Floral designers use plants, live or artifi cial fl owers, containers, wires, and other
supplies to create arrangements for special occasions or for everyday use.
Tyler Olson/Shutterstock.com
Figure 1-7. As the owner of a fl ower shop, you
may have to perform many functions, including
ordering, payroll, and bookkeeping.