If you’ve been in the wedding business for a while, you’re probably accustomed to the young nervous bride leafing through your book of designs while her mother hovers nearby. Have you noticed that this scenario is occurring less frequently? Now the blushing bride is a bit older, bolder and she’s got a new partner riding shotgun – one armed with a Blackberry, a detailed budget and a plethora of wedding industry contacts. This new bridal sidekick has been to more nuptials than J.Lo and Elizabeth Taylor combined. Meet your customer’s new best friend – her wedding planner.
According to the Association of Bridal Consultants, the number of couples using wedding planners has tripled in the last three years. The days when brides had nothing to do but plan their weddings are long gone. Most of them are well entrenched in busy careers because they’re older and savvier and have less time. Wedding Bells Canada confirms that most brides are in their late 20s when they marry for the first time. This same study indicates that themed weddings are a strong trend and this is another key driver towards the use of wedding consultants. Think of the new wedding as a theatrical event and the wedding consultant as the producer. These professionals can be valuable partners around the wedding feast and it’s important for the floral industry to forge strong relationships with them.
For a sneak peek inside the world of a bridal consultant, we spoke with two professional wedding planners who are both leading vibrant businesses in the wedding industry. Sonia Gonzalez, WPICC (Wedding Planners Institute of Canada Consultant), of One of a Kind Weddings in Mississauga, Ont., and Tammy Ouellette, WPICC, of Divine Weddings in Edmonton, Alta., are part of the new breed of wedding consultants. Here is their view of the wedding industry from a broader perspective.
What type of couple usually hires a wedding consultant?
Sonia: I see a variety of ages, cultural backgrounds and budgets. Couples are realizing that a wedding planner isn’t as expensive as they might think. I work with any budget and can provide everything from supporting the actual wedding day only all the way to choosing the makeup artist and gowns.
Tammy: There is definitely a mix of people who hire me as their wedding consultant. I’m seeing a younger clientele now as hiring a wedding planner becomes more common. Older career-focused brides want me to alleviate the time pressures of planning a wedding. Younger brides are looking for assistance in personalizing their big day.
Do most couples have a florist chosen when they come to you or do you advise them on what florist to use?
Sonia: Most couples look to me for guidance on which florists to use. Couples are primarily concerned with developing a specific theme or look for their wedding, which, of course, flowers are a big part of. They also have budgets, which I help them quantify and deploy to specific areas of the wedding. I try to coach them prior to meeting with the florist as to what types of flowers would be reasonable within their budget. We look at idea books and online to narrow the field. Then I look at a pool of potential floral partners to identify the best fit for the tone and budget of the wedding.
Tammy: Couples are usually comfortable with me suggesting a florist to work with. I’m not a florist myself but I do see the trends both here and afar so often I can guide couples as to what’s new and exciting.
What trends do you see emerging in weddings and wedding flowers?
Sonia: Simplicity is big now. Weddings are becoming costlier but getting a bit smaller – around 100 to 150 people. Nothing outlandish is desired. Hydrangeas and garden flowers tied loosely are the order of the day. Pew bows are on the way out, replaced by little cones or buckets of flowers hanging from the pews. These can then be transferred to the reception and placed on the table – an environmentally friendly and budget friendly tactic. The guys still wear boutonnieres but are trending more towards grasses or sheaves of wheat or greens. Mothers are favouring wrist corsages instead of pins.
Tammy: Small bouquets for the mothers are popular and definitely repurposing the flowers from service to reception is one way to save on costs. Boutonnieres are getting funkier – more masculine with interesting grasses instead of the standard issue carnation. Beads and crystals are being woven in and drying the flowers to preserve afterwards is often requested.
The bride’s bouquet has changed over the years. Are you seeing any new trends here?
Sonia: There’s a real Zen feel to the bridal bouquets now. I’m seeing branches and bamboo being used. Calla lilies are popular and for outdoor weddings some brides have picked the flowers from their parents’ gardens. Celosia is often requested with hot pinks and oranges coming on strong for colour. It’s all about having a texture to the flowers.
Tammy: I’ve seen texture become more popular as well. Berries are appearing in bouquets and they’re hand tied and simple – it’s not just one type of flower anymore. There’s more greenery, with eucalyptus appearing in bouquets.
How do your customers find you?
Sonia: My clients find me on the Internet and I do exhibit at bridal shows. As people attend the weddings of others they experience first hand what my company can do.
Tammy: Definitely the Internet is a big conduit for new business for me and couples are looking for floral ideas online too. If there is one thing that florists can do to boost their wedding business it’s to invest in quality pictures of their work. Some florists will simply use the stock photography supplied by the industry and that doesn’t give couples the full sense of a florist’s ability to customize.
What’s the most unique floral expression you’ve seen at a wedding?
Sonia: One florist created stands of twigs with an arrangement on top. Brides really love the idea of bringing the outdoors in and that arrangement truly accomplished this. Another wedding held outdoors displayed floating candles and floral arrangements in the pool.
Tammy: I did see a glass table with two layers of glass on top. The flowers were trapped between the panes of glass – it was very impactful.
What advice would you give to florists about working well with wedding consultants?
Sonia: Most florists have been great about working with me. I would say that it’s important to be open to all budgets and to be able to see the bride’s vision and translate it into the floral expression. I see myself as facilitating that process. A solid portfolio showcased with top-notch photos is important too. Some floral vendors will offer my clients a discount because I do bring them many opportunities. It’s great when the couple gets to see a savings in using the skills of professionals.
Tammy: Help the brides understand why the flowers cost what they do. Sometimes that’s a barrier for couples. I find when the couple understands that the florist brings creative insight to the process – they suddenly see the value. We’re all on the same side and I tell couples that hiring a professional florist will ensure the flowers last. Quality is paramount and good florists bring that to the table in spades.
Here’s a selection of pictures from weddings done by Sonia Gonzalez, WPICC of One of a Kind Weddings in Mississauga, Ont.
Following is a selection of pictures from weddings done by Tammy Ouellette, WPICC, of Divine Weddings in Edmonton, Alta.
 |
|
Sonia Gonzalez, WPICC
Photography by Will Hewitt
|
Tammy Ouellette, WPICC
Photography by Dragonfly Photography
|
 |
 |
A bouquet for a sophisticated tropical theme.
Photography by JenniferImages
|
Centrepieces using twigs are becoming a great trend.
Photography by With Love Photography
|
 |
|
Bouquets made of all cymbidium and dendrobium orchids with
bear grass and wire details, coloured wire, jewels and pearls are now
being used a lot.
Photography by Studio 2000
|
This is an excellent example of how a florist can incorporate
the outdoor feel into the design. This wedding was a fall wedding.
Photography by Mind Image Photography
|
 |
 |
Another example of bringing in the outdoor elements with the cat grass creating a focal point on the head table.
Photography by Sonia Gonzalez
|
An example of a non-traditional bouquet using a variety of different textures.
Photography by Sonia Gonzalez
|
 |
|
A centrepiece illustrating the season fully with cabbage,
protea, leaves, dark shades of orange, reds, greens, even mini squash
and pumpkins floating in the vase.
Photography by Sonia Gonzalez
|
|
DIVINE WEDDINGS
|
|
 |
|
Photography by Rebecca Croft Photography
|
Photography by Naked Eye Photography |
 |
 |
| Photography by David Everett Photography |
Photography by David Everett Photography |
 |
 |
|
Photography by Naked Eye Photography |
Photography by David Everett Photography
|
 |
 |
| Photography by Naked Eye Photography |
Photography by David Everett Photography
|
 |
 |
Photography by Naked Eye Photography
|
Photography by Naked Eye Photography |
|
