Since I've been running floristry courses at G Lily Flowerschool I've met people from all walks of life but all with the same passion - to work with flowers. Many are currently studying floristry at their local college and most have good basic floristry skills, wiring etc.
A number of our courses are aimed at professional and semi professional florists seeking new skills and inspiration or wanting guidance on starting or revamping their business.
The floristry world had changed in the last 10 years. As with many small businesses, the high street florist has faced increasing competition from supermarkets and larger online florists,and with the current economic climate the consumer is less worried about buying 'supermarket' flowers .
Diversification as we're always being told is the way to survive in the current market.Retail floristry is tough. Rent, rates, staff and a perishable product explain why many florists shops stock a range of add ons, becoming gift shops selling flowers rather than the other way round.
The event side of the industry is one area that so far the supermarkets have not been able to infiltrate altough M and S and Waitrose are trying to follow their succesful wedding cake ranges with table centres to order. What they will never be able to do is give the time, exclusiveness and imagination that a professional creative brings to a client.
So unsurprisingly more florists are choosing to focus on weddings and events, becoming artisan businesses rather than retail. Cutting overheads and the ties of shop hours and getting back to what they love....flowers.
So why are the college floristry courses not more aware of current trends?
I'm seeing increasing numbers of students frustrated with the sylabus and learning progress on somee courses which seem to focus predominatley on retail floristry. I don't want to belittle what they do, I myself did city and guilds (29 years ago!) but I find that the floristry in general is influenced by continental style and there seems to be no focus on the growing wedding and event industry.
To succeed as an event florist is cruicial that your work reflects current and future trends, an understanding of fashion and colour is important as is presentation and portfolio.
The wedding industry is a young industry and is thriving even in these difficult times.
The influence of wedding magazines , blogs and websites is enormous.
Wedding flowers magazine the sister to Wedding Magazine bought by brides and florists alike and showcasing the creativity of British florists reflects what brides are asking for and very different compared to the abstract and often bizzare but undoubtably skillfully created designs that feature in Fusion magazine or the flower arranger. Continental and competition style floristry is wonderful but most people attending a floristry course are aiming for a career. Qualification is only one element.What about creative resources, social media,marketing, selling skills and presentation?
One of my students told me of the trips that had been organised by her college: A tour of the Dutch bulb fields followed by a workshop with a Dutch 'master florist' Lovely but whats wrong with a trip to an English flower market / cut flower grower followed by a workshop with an English 'masterflorist' ? God I hate that lable!
There are some many talented people here in the UK that provide inspiration relevant to our marketplace.
Why not arrange enhancement days with people in different areas of floristry so students can get a broad view of the directions and oppotunities with in the industry?
Please give feed back, I hope no one will be too offended by my views everything I have said is intended to be constructive.
http://www.wedding-mag.co.uk/flowers.
http://www.fusionflowers.com