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On the Level With Neville: October 2011
Growing a Florist |
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Written by Neville MacKay
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Back in the mid-1800s when I started in this industry, the thing to do was to get in with an old pro and apprentice with them, and this is exactly what I did. I didn’t get to make arrangements on the first day, week or month when I started. I had to do all sorts of awful things: scrub the floors and coolers, clean buckets, stuff wreath frames with that awful moss that was more dirt, sticks and rabbit turds than anything, make deliveries, and sweep the floors around the “designers.” I cursed those Great-I-Am designers as they sat and had lunch while I cleaned their messy work areas but I did learn how to clean properly. More importantly, I learned that I am not above doing this work.
Now, even hundreds of years later, I still do all those things, along with everyone else, and am thankful to be able to. Along the way, the designers taught me a lot about the floral industry and floral design. Working so closely with them, with a broom and a dustpan in my hand, I was able to ask all sorts of questions, get a close look at the tricks they used and learn exactly how and why things were done. After work, I got to try my hand at floral design after seeing what they were doing that day using the bits and pieces left, and my work was critiqued the next day on what I did right and wrong. I remember the first pieces that were good enough to send out on a delivery! That was such a treat! To think, someone actually paid for an arrangement I made!
Now, fast forward to the present, when times are tough: there are fewer design shows being offered, and fewer of us are able to spend money on classes for our staff. What’s a person to do? It’s hard to inspire and encourage staff, keep them motivated, and teach them new ideas, especially if you’re feeling the need for all of the above as well. But it’s not impossible.
Inspiration breeds inspiration and this really is the best way to grow in our industry. Gather the staff and watch a video online (there are many . . . some with me in them!), go through Canadian Florist magazine together and talk about the arrangements and articles, and even stop and do a little workshop together. I never stop learning, and am often inspired by the designs my staff do here at work.
One of my designers, Danielle, came to our store with experience from other places, and as a young designer was able to show others here how things were done elsewhere. She had some good ideas, some not so good but all were a learning experience. From her knowledge, she was able to start teaching the others here what she knew, which made her better skilled as well. (And it took some pressure off me!)
I still ask a lot of questions after all these years, and I know that when my younger designers have to answer them, they are learning. We frequently discuss an arrangement that one of us has made, and will really pick it apart to better understand the whats and whys of the piece. I’ve gone so far as to “intentionally” make a piece that has something wrong with it. This is a wonderful way to get a student or trainee to think about floral design and the mechanics involved.
There’s nothing wrong with learning the right way to do things from the start. This includes learning the correct terms, the names of plant materials and how to properly look after flowers. It can be a fun project for designers and other staff to bring a new fact, history lesson or other tidbit once a week about what it is we use and sell every day. Where do these flowers come from? How does floral foam really work? What’s the best treatment for a gerbera? What the heck is a “split complementary”? Why does everyone like Justin Bieber? This is a super way for everyone to learn something new, so get everyone in your store, designer or not, to play along. This builds teamwork, leads to conversation and adds self-esteem.
We have a lovely young lady here who has been with us for several years, and is now in her fourth year of art college. Victoria is so talented and is a sponge when it comes to learning our art, so whenever we can get her to make an arrangement, we do. I really am happy when I see Danielle showing Victoria a technique, or when Victoria or Danielle come to me to show me a piece they made for an order. I truly feel like a proud parent around these girls. The look on their faces when they have made a beautiful arrangement is a blessing, and is something we more “experienced” florists (a.k.a. old farts) need to remember.
We as florists need to grow like the flowers and plants we sell and nurture those around us so they will continue to blossom. Now, it’s time I washed some buckets. Doing this keeps me humble, and keeps my hands soft, too!
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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