We’re happy to present to you our first issue of 2012. This was an exciting edition to put together due to the nature of our two big feature stories – our State of the Industry report on page 12 and “Design of the Times” story on page 20. Both articles bring into focus the importance of combining business skill with floral artistry. They also allowed us to take a step back and look at the industry as a whole, and provided us with the opportunity to talk with industry contacts from a number of different areas.
One of the people I spoke with for State of the Industry was Ryan Freeman, the founder of FlowerChat.com, an online forum for florists, and the founder of Strider Inc., a provider of floral websites. During the interview process, Freeman made a comment that I think explains the challenges this industry faces going forward. “Florists need to focus on opportunities to expand their knowledge and experience. This is hardly unique to floristry, but most flower shop owners are not great business people. They are passionate and working in pursuit of their dream, but that doesn’t automatically qualify a person to run a successful business. We are past the days when a great product or service can overcome serious deficiencies in marketing and operational efficiency.”
Friendly staff and great service are hallmarks of a small business and they are two things that a flower shop couldn’t get far without. But thanks in part to technology and a greater awareness of the other gifting and luxury item options out there, florists need to rethink how they’ve traditionally done business. There are a number of hats that a flower shop must wear – accountant, website administrator, designer, marketer, salesperson, human resources and janitor, to name just a few – and there may be some tasks that you have to outsource in order to ensure your shop is doing the best job it can. The fact is that the industry is undergoing constant change and you can’t ignore it. You need to plan for it and have the tools in place to deal with these changes. The other experts we spoke with for the State of the Industry report had great advice, too, in regards to challenges and opportunities for 2012, and we think after reading this story, you’ll walk away with new ideas and inspiration.
Of course, that’s not to say that design and expertise aren’t important to a flower shop, but only that there needs to be a balance when it comes to the amount of time and energy spent on these areas. In our other feature story of this edition, “Design of the Times,” we talk with three designers from across Canada who share their views on the upcoming design trends for 2012. Check out Michelle Brisebois’ story on page 20 to find out what – and who – is influencing floral styles and what changes you can expect to see in the wedding, sympathy, and grad and prom markets.This issue also contains an article from Christine de Beer (page 24) that talks about how floral craftsmanship is something that florists need to celebrate and champion.
We hope you enjoy reading this issue as much as we have enjoyed putting it together. Now read quickly – Valentine’s Day is almost here!
Don’t forget! Canadian Florist is excited to present our second annual Canadian Florist Business Forum on Jan. 18 at the Hilton Garden Inn, Toronto Airport West in Mississauga, Ont. For more details, check out our story on page 26 and stay tuned to www.canadianfloristmag.com.
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