Chapter 1 Careers in Floriculture 13
Website development and functionality are of high importance to this
type of business. High-quality images and easy ordering are the critical
components of site development. The web pages must be easy to navigate,
and they should look appealing to potential customers. If you enjoy
working with computers and developing websites alongside your work
with fl owers, this career may appeal to you.
Wire services are also an option for Internet sales. Organizations such
Telefl ora and FTD (Florists’ Transworld Delivery) provide an outlet for
fl orists to target a larger audience than an individual website might reach. A
member of the wire services must meet organizational standards and be able
to fully participate in the order fi lling process. National, highly recognizable
advertising is included in the annual fees the wire services charge the fl ower
shop. Becoming a member of a well-known wire service is a good option for
full-service fl ower shops because it helps them participate competitively in
the Internet markets.
Wholesale fl orists also offer online ordering. Retail fl ower shops can
order fl oral materials without spending time on the phone or in person
to place the order. However, ordering wholesale products online removes
the benefi ts of personal salesmanship by a wholesale fl orist staff member.
Retailers who want advice or news about the latest fl oral varieties and
trends may prefer to speak with a knowledgeable employee at the wholesale
company. Also, when an order is placed over the Internet, a
quality control check is critical.
Wedding Florist
Wedding florists are professional florists that deal only
with wedding design and installations. Besides strong
design skills, a wedding florist needs communication
skills to work closely with the bride. The florist meets
with the client to discuss the basics of time, place, and
venue and to develop a theme for the overall appearance
of the event. The florist may assist with choosing colors
as well as the flowers and accessories to be used within
the arrangements. Decorations for the door, aisles, altar,
and ceremonial gestures requiring flowers are discussed.
A keen attention to detail is required. Weddings are
labor-intensive, so a good understanding of how to price
materials and the labor involved to produce them is
essential.
A wedding fl orist usually manages all aspects of fl oral
design for the wedding reception as well as the wedding,
Figure 1-13. The wedding fl orist meets with the prospective
bride to discuss church or ceremony settings, reception
decorations, table décor, and cake decorations. The fl orist
then orders the necessary fl owers and materials and
produces the requested arrangements. After the event, the
wedding fl orist is also responsible for the removal of the
decorations.
Ryan Jorgensen – Jorgo/Shutterstock.com
Figure 1-13. Wedding fl orists typically help
set up the decorations and fl owers for the
wedding reception as well as the actual
wedding.