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London, Ont. florist passes away |
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Written by Amanda Ryder
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Tony Manders, Regency Florists in
London, Ont.
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April 9, 2010 - Tony Manders, AIFD, CAFA, and owner of Regency Florists in London, Ont. died suddenly on April 2, 2010 at the age of 49.
Born in The Netherlands, Tony came to Canada in 1986 and worked as a
florist in London until he bought his own store, Regency Florists in
1998. Tony was a long standing member of AIFD and CAFA and traveled across Canada, to Vietnam, Mexico and the U.S., teaching design seminars.
Tony will be sadly missed by many close friends and his
loyal customers. He was a tireless worker whose creativity and
attention to detail inspired everyone he served, taught and worked
along side. His talent will be greatly missed in the floral community.
Tony's passion for the industry was recognized in a story that ran in the London Free Press this week. The article quoted staff members at Regency Florists who were always learning under Tony's leadership. "He was most passionate about flowers and teaching others, sharing his
talent and helping others," Marleen Crowley, who has worked at
Regency Florists for seven years, told the newspaper.
We here at Canadian Florist also remember Tony and the knowledge he shared with his fellow peers. When I first started with the magazine, Tony welcomed me into his shop on Valentine's Day (of all days!) so I could experience firsthand, one of the industry's biggest days. In the '90s, Tony also wrote for Cut & Dried magazine before it merged with Canadian Florist. We dipped into the archives and found one of his articles. We weren't surprised to see that what he wrote is still 100 per cent relevant to today's florist. Here's a look at the column:
Perspective Column from the June ’93 edition of Cut & Dried
“Know what profit is”
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A glance of Tony's article from '93
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Retail florists and designers must “Design for profit,” says Tony Manders, AIFD. The store owner and designer are often “Their own worst enemies,” he comments. They try to show their appreciation to loyal customers and friends by putting an extra stem in the arrangement. Tony feels it would be more appropriate to take a small percentage off the invoice. Customers understand discounts, they don’t understand the cost of flowers.
To succeed in the competitive market of the nineties, managers and designers must be aware of the cost of doing business. It is important that the staff also be made aware of hidden costs. A staff member who knows the mark-up of the product and not the cost of getting the product to the customer can be harmful. Manders suggests telling your staff what your actual expenses are and exactly how many bouquets or arrangements it takes to pay their wages.
Since his arrival in Canada in 1986, Tony has seen an increase in the availability of cut flowers to the public. With mass marketers and the corner grocer selling flowers at reduced prices, the florist must “establish your market and focus on your niche.”
Once you have determined your market, you must ensure your promotions reach it. Set an advertising budget and determine the sales volume necessary to cover the expense. Money spent on professional help is never wasted.
“Who is the biggest consumer in the flower shop? The garbage ban.” Proper use of waste sheets and planned purchasing can control expenses. Watch what you throw out and when you see an increase in any item modify your buying. When making buying decisions, buy what sells, not what you like. Do your buying immediately following the occasion. Where possible, buy direct from a Canadian wholesaler.
Labour is one of the biggest costs in the shop. Be aware of the amount of time you spend on an arrangement. Work decisively and remember time is money. Don’t be afraid to charge for your work. If an arrangement shows larger, charge for it.
Tony offers the following tips to reduce costs:
- make more hand-tied bouquets – less time, fewer hard goods
- avoid too many exotics, mix with domestic varieties
- use single stems and add plush or balloons
- spread your flowers to their fullest
- watch trends and reflect them in your designs for better sell through
It is always a good idea to brush up on management skills whenever you can. Enroll in community college courses, or contact the business development office in your area.
Last words from Tony: “Be cost aware, give your customers the best service, enjoy what you’re doing, DON’T LOSE YOUR SHIRT!”
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