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On The Level With Neville: November/December 2010
Time to Tart It Up! |
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Written by Neville MacKay
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I’m sure you’ve heard the expression, “lipstick, make-up and paint, makes (your name here) what she ain’t!” This can be applied to the floral world also, as we are constantly trying to make our work a little more special by adding those final and unique touches to our arrangements.
There are so many non-florists (sounds a little dirty, doesn’t it?) selling flowers these days, and it’s imperative for florists to stake a claim in the marketplace. Thank goodness there are so many wonderful accessories available and ideas galore for us to explore and exploit. I’m always thankful to our wholesalers and suppliers who develop and import so many goodies to help retail florists. Doing many design shows, I see the positive difference they make.
Let’s talk about taking our floral arrangements to a new level: with a little add-on here or a touch of bling there, anyone can make a smart and memorable design from an otherwise everyday piece. Now, sometimes we get a little carried away, so be careful not to go overboard. I remember a competition piece I once judged in the United States. By the time I averted my eyes from the lights, bullion veiling, embedded pins, coloured water, and goodness knows what else, I forgot there were even flowers in it. Now, I’m all for tarting up a flower arrangement like a $5 hooker, but get real with it! “Accent” doesn’t mean “pile it on”! (These are flower arrangements, not drag queens!)
I was a guest designer at the Saskatoon Florists Supply show last September and the in-house designer, Roy Jackson, did some lovely pieces with accessories. One I’ll never forget was a permanent piece he did with scented coffee beans and cinnamon sticks in a kitchen arrangement. Although I personally dislike that smell, the folks at the show loved the concept, and he was successful in creating a very memorable arrangement.
When it comes to setting yourself apart, personalization is so important! Whenever you can, make each arrangement unique for your client and talk to your customers about upgrades. Perhaps they like to knit, so add some yarn as a collar to the arrangement. Or you may want to add a few clear jewels to it for a party, for an engagement or to brighten up a dull event. We all like to put our two cents’ worth in and feel special when we can collaborate on a project. Be open to sharing ideas with your customers, as this makes for not only a fun project for your designers, but also a happy customer. We did a piece for a lady not long ago as a gift for her sister. Apparently, this sister loved pasta, so in she came with a pasta pot, and we (my designer Tali actually got to do it, thank goodness!) added fresh tomatoes and pasta to the arrangement. It was a hit, everyone talked about how well suited the arrangement was to the recipient.
This personalization and custom approach to floral design is all well and good, but I know we don’t always have the time (or mental strength!) to work this way. Keep in mind that even at busy times like Valentine’s Day, I do think we can offer the occasional upgrade to any arrangement. We do it easily enough for baby arrangements with those dreadful little picks and whatnots we gleefully stuff in, so why not offer cool options for every day and other special occasions?
Sometimes that terrible word is used that can really ruin the picnic – “budget!” Not to worry, my petals, that’s what the side of the road is for! I’m forever ditch-diving and rooting around for a nice piece of moss, a cool rock, or some other roadside varieties, and have got some incredible add-ons that cost little, yet add so much to an arrangement (I do charge for these found treasures, as it takes an effort to obtain them). I went over a fence once to get “the perfect branch” and didn’t I run when I saw Mr. Bull storming towards me! I think I scared him more than he scared me when I let out a shrill!
Fresh fruit adds not only colour, but also a great fragrance; just be careful of ethylene and avoid storing and using these in your floral fridge. Think also of caging rose heads with bullion wire, dropping a few shells in the bottom of a vase, or even embedding some pearl pins in the centre of a flower. This way, when you hear, “I want to spend $50, but make it look like $70,” perhaps you’ll actually be able to do this little trick for them.
There are so many goodies to pick from in our industry – from the wonderful new flat wire that’s out to those sparkly gems, mosses, ribbons, and permanent fruits and veggies we see in our supply houses. Try in your shop to use at least one accessory in your arrangements, as this will not only add to the piece, but also will make people remember you in a good way!
Neville owns and operates My Mother’s Bloomers in Halifax and lives close to Peggy’s Cove with his partner, David, three cats and an overgrown garden. For more info on Neville or to book him for a show or talk, check out www.mymothersbloomers.com .
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