Chapter 1 Careers in Floriculture 7 Wholesale fl oral buyers fi nd and purchase the products they offer for sale. Buyers have a solid knowledge of fl ower varieties, seasonal availability, and regional or global 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 Florist 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 appropriate 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. Full-service fl ower shops deal with every aspect of retail fl oral production, including delivery service, wire service, and design production for weddings, funerals, and celebrations, Figure 1-5. 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. Scharfsinn/Shutterstock.com Figure 1-4. A store’s location often determines whether the business will thrive. Rawpixel.com/Shutterstock.com Figure 1-5. A full-service retail fl ower shop sells premade and custom arrangements and offers a complete range of fl oral services. This fl orist is recording a request for delivery. Copyright Goodheart-Willcox Co., Inc.