By Nita Robertson, AIFD

In the fast paced and ever evolving world of floristry, creativity and efficiency must go hand in hand. Whether designing for daily orders, weddings or large-scale events, having a structured approach makes all the difference. That’s where flower arrangement recipes come in—a game-changer for ensuring consistency, controlling costs and streamlining production.

WHY RECIPES MATTER

To run a profitable florist business, it’s essential to create recipes for each arrangement, accounting for all costs, and then applying a consistent markup to ensure a healthy profit margin. An arrangement recipe is a detailed description of all components used to create a floral design, from the stems and greenery to the container, mechanics and finishing touches like ribbon, wire and embellishments. Every item plays a role in both the aesthetic and cost of the final product. By documenting each element that goes into an arrangement, you can accurately calculate costs, standardize designs and ensure consistency across orders. A structured recipe eliminates guesswork and prevents underpricing. While recipes have long been a tool of the trade, in the past they were created with pen and paper. Today, technology makes recipe creation easier and more efficient.

EMBRACING TECHNOLOGY

Corrine Heck, CEO and founder of Details Flowers Software in Ormond Beach, Fla., knows firsthand the challenges that florists face. In her early days as a floral designer, she spent countless hours crafting detailed quotes, only to find that the flowers she’d carefully selected were unavailable. She also encountered the frustration of booking what seemed like lucrative events, only to realize later that miscalculated stem counts had drastically reduced her profits. These struggles inspired Heck to devise a better way.

She spent years developing systems and processes that helped her streamline her business, manage costs and stay organized. Those systems became the foundation for what is now her company—a powerful platform designed for florists just like her.

I recently had the opportunity to use Details Flowers Software to create a procurement list for a stage program at the upcoming American Institute of Floral Designers Symposium. The “Recipe Builder” feature simplified the process by allowing me to manage quantities, colors, prices and flower varieties—all while keeping me on budget. The visual layout helped bring my design vision to life and made it easy to communicate with my team.

Recipe software like Details provides drag-and-drop features, image uploads and cost calculators, helping you visualize your arrangements and create shareable, precise instructions. Whether you run a small boutique shop or a large-scale event business, investing in the right tools can improve your operations, reduce costs and enhance efficiency.

“For florists, creativity is at the heart of everything we do—but turning that creativity into a thriving business takes more than just vision. It requires precision, organization and a solid pricing strategy. That’s where creating detailed recipes comes in. A well-constructed recipe brings your design to life and ensures your business stays profitable and professional. Whether you’re planning a big event, preparing for a busy holiday season or sending a quick quote to a client, Details Flowers Software empowers you to build, price and manage your designs effortlessly,” says Heck.

“We’ve seen how successful florists streamline their operations and elevate their artistry through thoughtful planning and organization. Floral recipes are the secret weapon that keeps creativity and profitability in perfect harmony,” adds Heck.

BUILDING RECIPES WITH DETAILS FLOWERS SOFTWARE

Creating arrangement recipes doesn’t have to be time-consuming or complicated. Details Flowers Software is designed to make building recipes simple—whether you’re starting from scratch or working with an existing design.

Build Forward or Backward—the Choice is Yours: A “Vision-First Approach” starts with your creative vision as the foundation. You begin by designing the arrangement based on your ideal style, color palette and flower selection. Once your design is finalized, you calculate the total cost to determine pricing and profitability. A “Budget-First Approach” begins with identifying your client’s budget before building the arrangement recipe. With the budget set, you can strategically select blooms, quantities and design elements that maximize value while achieving a beautiful result. This flexibility is what makes Details Flowers Software so appealing. You can create recipes your way.

Start with Inspiration: Start with your client’s vision, whether it’s a color palette, a Pinterest board or a collection of ideas. Details Flowers Software simplifies the process of turning that inspiration into a structured recipe. With its fully visual experience, Details allows you to incorporate recipe and ingredient photos alongside your client’s inspirational images. This creates a stunning visual story that not only brings your design to life but also leaves a lasting impression on your client.

Add Ingredients in Seconds: With Details, adding ingredients is quick and intuitive. Simply drag and drop flower arrangement elements from your “Design Board” or use the “Add Ingredient” feature to build your design. Your most frequently used items can be starred for quick access, making the process even faster.

Adjust Costs and Pricing Instantly: Flower prices fluctuate, but Details makes updates simple. Adjust ingredient costs for a specific event without affecting your entire library; the software will automatically recalculate your costs for accuracy.

Save, Organize and Reuse: Once a recipe is created, you can save it in your unlimited recipe gallery, categorize it into collections and access it whenever you need it. Whether you’re referencing past wedding designs or preparing for the next Valentine’s Day rush, finding your saved designs is quick and easy.

GAIN THESE BENEFITS

Heck’s journey reflects the reality many florists face. With Details, she gives florists the tools they need to succeed. Here’s how this software can boost your business:

Accurate Pricing for Maximum Profitability:One of the biggest challenges in floristry is maintaining profitability while providing high-quality designs. Flower arrangement recipes are a powerful tool for accurately pricing designs while maintaining profitability. By detailing the exact number of stems, supplies, labor costs and markups, recipes provide a clear method for calculating true costs. This ensures you never undercharge, safeguarding your profit margins and giving you the confidence to provide precise quotes.

Waste Reduction and Inventory Management: Floral waste is a major concern in the industry, and overordering can lead to unnecessary expenses. Recipes help you determine exactly how many stems and supplies are needed for each arrangement, preventing excess stock and minimizing waste. With proper planning, you can optimize your orders and ensure you are using flowers efficiently.

Brand Consistency: Customers bank on consistency, especially when they fall in love with a specific floral design. By following recipes, you can recreate arrangements the same way, no matter how many times you duplicate them. This is especially important for large events that require multiple identical centerpieces, bouquets or installations. Likewise for event florists and retail shops that offer signature arrangements. By documenting exact stem counts, flower varieties and design instructions, your team can produce consistent, high-quality designs that align perfectly with your client’s expectations.

Faster, More Efficient Production:Time is money, and a well-structured recipe allows staff to assemble arrangements quickly and accurately. Instead of guessing or making substitutions on the fly, designers can follow a clear plan, reducing errors and production time. This is particularly beneficial during peak seasons when efficiency is key.

Simplified Training for New Hires:Training new employees can be time-consuming, but recipes provide a blueprint that help lessen the learning curve. New hires can follow detailed step-by-step instructions, reducing the risk of mistakes and ensuring high-quality work from day one.

Better Planning and Forecasting: For businesses handling large-scale orders, arrangement recipes provide invaluable insights for planning. By analyzing past recipes and sales data, florists can forecast demand for flowers and supplies, preventing shortages or last-minute scrambles to find additional products.

Effortless Holiday Planning and Ordering: In this industry, holidays are among the busiest (and most profitable) times of the year. But without a solid plan, they can also be overwhelming.

“With Details Flowers Software, you can plan your holiday designs in advance, build recipes for your offerings and calculate the exact quantity of flowers and supplies you’ll need. By preparing ahead of time, you can place precise orders and ensure you have everything required to create your holiday arrangements efficiently. No more over-ordering or last-minute stress,” explains Heck.

Quick Quotes for Clients: Speed is crucial when customers request pricing for their events. For example, with Details Flowers Software, you can instantly create a replica of a previous design, modify the details as needed and generate a fast, accurate quote. Whether you’re responding to a bride eager to lock in her floral design vision or quoting a corporate client with a tight deadline, Details makes it easy to provide professional, polished quotes in minutes.

By incorporating flower arrangement recipes into your daily operations, you can enhance creativity while maintaining a structured and efficient business model. Recipes ensure that your designs remain consistent, profitable and easy to reproduce—helping your business stand out in a competitive market. With this blueprint for success, you can focus on what you do best: creating exquisite and memorable floral designs that delight customers.

By Andrew Joseph

THE ADVANTAGES OF ADVERTISING ONLINE

Certainly, you’re aware of the benefits of social media advertising for flower businesses. While there is no “easy” button to push to create the success you want, there are some gains you don’t want to miss out on. If you’re not doing so already, begin reaping these six benefits from online advertising:

1. Increased Brand Awareness: Social media offers businesses access to a vast, diverse audience, expanding brand visibility and breaking geographic limitations. Small-town floral designers can now reach distant customers—as long as they can ship securely. Alternatively, your flower shop can partner with trusted local florists to fulfill orders, sharing the profits while still serving faraway customers.

2. Targeted Advertising: Social media platforms offer advanced targeting options, enabling companies to reach specific demographics, interests and behaviors. Or ads can be set to only target people living in a specific city.

3. Engagement with Customers: Social media allows for direct, real-time interaction with customers through comments, messages and reviews. This two-way communication not only builds relationships but also fosters a sense of community.

4. Showcasing Products: High-quality graphics and videos can display flower arrangements, highlight special offers and sales or promote events. Leveraging images effectively can significantly boost your visibility, attract potential customers and cultivate a loyal following around your brand. It allows customers and would-be customers to see your design skills, as well as the fun to be had in a flower-arranging class you might offer.

5. Lower Costs: Compared to traditional advertising methods, social media advertising can be more cost-effective, especially for small and medium-sized businesses. It allows you to reach your target audience, track performance and engage with customers, all on a smaller budget.

6. Analytics and Insights: Social media platforms provide detailed analytics and insights, helping flower businesses track the performance of their ads and make data-driven decisions.

For example, the following key metrics are especially useful:

Impressions: The number of times your ad was displayed to users, which helps you understand the reach of your campaign.

Clicks: The number of times users clicked on your ad, which indicates the level of interest generated by your ad.

Click-Through Rate (CTR): The percentage of people who clicked on your ad after seeing it. A higher CTR suggests that your ad is engaging and relevant to your audience.

Conversions: The number of desired actions taken by users after clicking on your ad, such as making a purchase, signing up for a newsletter or filling out a contact form. It helps measure the effectiveness of your ad in driving specific outcomes.

Pay Per Click (PPC) or Cost Per Click (CPC): The average cost you pay each time someone clicks on your ad. Monitoring PPC helps you manage your budget and optimize your ad spend.

Cost Per Conversion (CPC): The average cost you pay to get a user to take a desired action, which helps you understand the cost-effectiveness of your campaign in achieving your goals.

Return on Ad Spend (ROAS): The revenue generated from your ad campaign divided by the cost of the campaign. A higher ROAS indicates a more profitable campaign.

Engagement: The number of likes, shares, comments and saves show how users are interacting with your content. This data can indicate levels of interest and active engagement.

Audience Insights: Information about the demographics, interests and behaviors of the people who interact with your ads. This helps you refine your targeting and create more relevant ads.

Ad Delivery Insights: Data on how and when your ads are being shown, including the devices and locations where they are viewed. This helps you optimize your ad delivery for better performance.

Lifetime Value (LTV): The total value a customer brings to your business over their entire relationship with you. Understanding LTV helps you assess the long-term impact of your ad campaigns.

By leveraging these detailed analytics and insights, flower businesses can make informed decisions, optimize their advertising efforts and achieve better results. Now that’s the why, as in why you need to use social media advertising to increase your business opportunities.

Advertising via social media has become an essential tool for businesses of all sizes—so why should the flower industry be any different? Thanks to platforms like Facebook and Instagram, florists now have access to a wide audience that can be targeted with precision.

Florists’ Review wants you to be confident in how you spend your money on social media advertising. To do so requires a strategic approach and an understanding of the various tools and techniques available.

UNDERSTANDING ONLINE ADVERTISING

Paid online advertising, also known as pay-per-click (PPC) advertising, involves paying a fee each time someone clicks on your ad. This is different from traditional advertising, which uses print, radio and television, and usually requires upfront payment—and a bigger budget—for ads, regardless of engagement. The PPC model allows businesses to drive traffic to their websites, generate leads and increase sales. The most common platforms for PPC advertising include search engines like Google and social media platforms. In this article, we’ll focus specifically on social media advertising. As mentioned in “The Advantages of Advertising Online” (page TK), it’s a less expensive way to reach your target audience, track performance and engage with customers.

SETTING GOALS

Before diving into paid online advertising, it’s crucial—regardless of your flower business scale—to define your goals. Ask yourself and answer: Are you looking to increase brand awareness, drive website traffic, generate leads or boost sales?

You can pick just one or all. And while all are interrelated, getting results for multiple goals takes more time and effort and can cost you more money to achieve. Your choice of goals will determine the type of ads you create, the platforms you choose and the metrics you track.

SELECTING THE RIGHT PLATFORMS

Each social media platform offers unique features and audiences—and there are multiple venues to choose from when it comes to paid online advertising. Here’s a brief overview of some of the more popular platforms to consider.

Facebook: One of the largest advertising platforms, it boasts more than 3 billion active users, with nearly 200 million in the United States. Facebook offers a wide range of ad formats, including image ads, video ads, carousel ads and slideshow ads. The platform’s targeting options are highly sophisticated, allowing you to reach specific demographics, interests and behaviors.

Instagram: This platform has more than 2 billion users globally, with nearly 170 million active users in the United States. It’s a highly visual platform that’s well-suited for brands with strong visual content—so floral designers, take note. Instagram ads include photo ads, video ads and story ads. Because it is owned by Facebook, it shares similar targeting options, making it easy to reach your desired audience.

X: Formerly known as Twitter, this platform offers promoted tweets, promoted accounts and promoted trends. These ads appear in users’ timelines and can be targeted based on keywords, interests and demographics. There are more than 50 million active users in the United States.

LinkedIn: Ideal for business-to-business advertising, this platform allows you to target professionals based on their job titles, industries and company sizes. LinkedIn ads include sponsored content, sponsored InMail and display ads. It has about 230 million active users in the United States. As a florist, you may not be interested in advertising to specific businesses. But if you grow, sell or distribute plants, this might be a platform worth considering.

Pinterest: This is a visual discovery platform that’s great for brands in industries like fashion, home decor and DIY projects. Pinterest ads include promoted pins and promoted video pins. There are roughly 90 million active users in the United States.

CREATING EFFECTIVE ADS

To produce successful ads for social media, you should focus on three key elements: visuals, copy and call to action (CTA). Here’s some advice for each of these elements:

• Visuals: Use high-quality images or videos that are relevant to your product or service. Ensure your visuals are eye-catching and stand out in users’ feeds. Use consistent branding to build recognition and trust.
• Copy: Keep your ad copy concise. Highlight the unique selling points of your product or service. Use persuasive language that encourages users to act.
• Call to Action: Include a clear and compelling CTA, such as “Shop Now,” “Learn More” or “Sign Up.” Make sure your CTA stands out and is easy to find. Test different CTAs to see which ones perform best.

TARGETING YOUR AUDIENCE

In case you didn’t know, your online activities—the websites you visit, the items you browse but don’t buy, as well as the purchases you make—are all tracked by bots. This allows online platforms to monitor your behavior and “assist” you, even if you’d rather not receive any help.

This presents an opportunity for you, as a business owner, to refine your advertising strategy and target your audience more precisely. Why waste money advertising to all 3 billion Facebook users, for example? Even narrowing the scope down to North America gets you users in the United States, Canada and Mexico. Is that your target advertising market? Even then, is every American Facebook user your target? No, of course not.

Effective targeting is key to the success of your online advertising campaigns. Here are some tips for determining your specific audience:

Demographics: Target users based on age, gender, location and language. While you may correctly believe that everyone from 18 to 100 is a potential customer to purchase your flowers, you can still skew your ad messaging to target a specific age group. Maybe your advertising plan caters to women aged 25 to 40 who live in your state. If you are selling flowers for an upcoming ethnic holiday, you could even target the language spoken around that holiday—such as Hindi for the festival of lights known as Diwali.

Interests: Reach users who have shown interest in topics related to your product or service. Perhaps you can focus on those who have previously purchased tropical plants or orchids from you, as opposed to cut flowers. Or maybe you focus on those looking for holiday gift baskets rather than bouquets. The point is that you are in control of how you want to narrow the parameters of your target audience.

Behaviors: Select social media users based on their online behaviors, such as recent purchases or website visits. For instance, you can create an advertising campaign to single out those who may have recently purchased online chocolates, teddy bears or non-floral gift baskets.

Custom Audiences: Use your existing customer data to create tailor-made audiences and retarget past visitors. An example of a customized audience could involve setting parameters to earmark visitors to your website who added items to their checkout cart but did not to complete the purchase. Rather than abandon hope, you can target your ad campaign towards such individuals. After all, they showed enough interest to consider purchasing something. Maybe they were sidetracked by a power outage or second-guessed their budget in the moment. Or perhaps the person they were buying flowers for walked into the room. Whatever the reason, get them back with a targeted abandoned cart campaign. Or, instead, create a campaign that targets your most valued repeat customers—set up a loyalty program. Or focus on everyone who has ever purchased from you and send out an event promotion just for them.

BUDGETING AND BIDDING

How much are you willing to spend on online advertising? After you decide, set a daily or lifetime (of the ad campaign) limit. In addition, select a bidding strategy that aligns with your goals. A bid strategy refers to the approach you choose to determine how much you’re willing to pay for a given advertising placement or action.

Depending on the social media platform, there are different bidding strategies to choose from. Some options include:

Maximize Clicks: This approach aims to get the most clicks possible. It’s ideal for increasing your website traffic or brand exposure, especially on a limited budget.

Cost Per Mille (CPM): Also known as cost per impression, CPM focuses on reaching a larger audience by paying per 1,000 impressions (each time an ad appears on screen, regardless of whether the ad is clicked). This approach pairs well with brand awareness campaigns.

Cost Per Acquisition or Action (CPA): CPA bidding gives you tight control over what you spend. Advertisers only pay a fee each time a desired action, like a purchase, is completed by a user. Essentially, it’s the same thing as cost per conversion.

Monitor your online advertising campaigns regularly. Remember that social media platforms provide detailed analytics and insights, helping businesses track ad performance. Make tweaks as needed to optimize your performance.

TIPS FOR SUCCESS

If only there were a one-size-fits-all solution to guarantee that online advertising would work flawlessly to attract as many new customers as you desire. Unfortunately, no such magic formula exists. However, there are strategies you can try to bring you closer to that ideal of success. Here are some more tips to help you effectively manage your online advertising campaigns:

Test and Experiment: Continually test different ad creatives, targeting options and bid strategies to find what works best.

Stay Updated: Keep current with the latest trends and updates in social media advertising to stay ahead of the competition or just for your own peace of mind.

Engage with Your Audience: Respond to comments and messages to build a relationship with your audience and increase engagement.

Use Analytics Tools: Review the analytics provided by the social media platforms to gain insights and make data-driven decisions to enhance your ad campaigns.

Managing paid online advertising can be a complex but rewarding process. By setting clear goals, choosing the right platforms, creating effective ads, targeting your audience and continually optimizing your campaigns, you can achieve significant results and drive your flower business forward.

By Nita Robertson, AIFD

Indian weddings are among the most visually spectacular and culturally rich celebrations in the world. Known for their grandeur, vibrant colors and elaborate decor, flowers play a pivotal role in the celebration. Deeply woven into Indian traditions, different flowers carry unique symbolic meanings—representing purity, prosperity, beauty and spirituality. With more than 30 diverse South Asian cultures, each celebration reflects unique traditions and spirit, influenced by the couple’s family heritage. The specific rituals and traditions can vary across different communities, regions and families. Understanding the customs and traditions surrounding flowers in Indian weddings can unlock incredible opportunities to create stunning, culturally resonant floral designs. Let’s dive into the world of Indian wedding flower traditions and explore how you can cater to these timeless ceremonies.

A FLORIST’S DREAM

Unlike Western weddings, which typically last one day, Indian weddings often span several days. Each day features elaborate ceremonies, receptions and cultural traditions—many of which require fresh flowers. From the sacred wedding canopy to intricate garlands and floral jewelry, flowers play a vital role in every aspect of the celebration. These multi-day events provide a wealth of opportunities for florists who wish to expand their services to include this growing market. 

COMMON PRE-WEDDING RITUALS

Here are the customary events that take place in the days leading up to Indian wedding ceremonies—as well as some floral design suggestions.

Sangeet

Traditionally celebrated in the Punjab regions of India, this ceremony has been adopted by many other regions as a celebration before the wedding. Traditionally, it was a female-only gathering, but modern times allow for men to join in on the fun too. Unlike religious ceremonies, such as portions of the wedding, the “sangeet” is solely conducted to relish in the joy of the couple, and to bond the families and friends of the bride and groom before the big day. Florists have a great opportunity to decorate for this festive occasion by offering centerpieces and flower installations.

Mehndi

The “mehndi” ceremony is one of the most vibrant and cherished pre-wedding traditions in Indian weddings. This event, typically held a day or two before the wedding, is traditionally a time for the bride, her family and friends to gather in celebration as the bride’s hands and feet are decorated with intricate henna designs. Mehndi symbolizes beauty, love and the couple’s future prosperity.

Floral design ideas include:

Backdrops and Photo Walls:A stunning flower backdrop serves as the perfect setting for photos and enhances the overall ambiance. Florists can design walls of marigolds, roses, jasmine or orchids to create an enchanting backdrop for the henna application area.

Hanging Garlands and Canopies:Hanging strands of marigolds, roses or tuberoses from the ceiling or archways bring a festive and traditional touch. Canopies made of fresh blooms and greenery can create a magical, fragrant space for guests to gather in.

Flower-Adorned Seating for the Bride:The bride typically sits for hours while her mehndi is applied, making it essential to have a beautifully decorated seating area. A flower swing or an intricately designed chair adorned with roses, peonies or bougainvillea can make for a lovely focal point.

Table Centerpieces and Rangoli:Low flower arrangements with vibrant blooms, such as marigolds, Gerberas and carnations can enhance the dining or lounge areas. Additionally, you can create flower rangoli patterns on the floor using petals, adding to the traditional aesthetic. Rangoli—a colorful Indian art form said to bring good luck—welcomes guests and deities and symbolizes joy and prosperity.

Fresh Flower Jewelry

A growing trend in mehndi celebrations is flower jewelry, where the bride wears earrings, bangles and hairpieces made from fresh blooms like jasmine, roses and orchids. Guests may also wear flower wristlets or headpieces to match the festive theme.

Haldi

The pithi ceremony, also known as the “haldi” ceremony, involves applying turmeric paste and rose water to the betrothed couple. Haldi is a Hindi word for turmeric. This spice, considered to be incredibly healing, is used for a pre-wedding cleansing and purification ritual. The turmeric is made into a paste and rubbed onto different areas of the body. The yellow paste is believed to ward off evil, help the couple’s skin glow before the big day and bless them with good luck. This ceremony is a fun event that involves both sides of the family, and everyone wears orange and yellow. Floral design ideas include:

Marigold-Draped Entrance and Pathways: Marigolds, which symbolize prosperity and happiness in South Asian weddings, are a staple in haldi ceremony decor. Florists can create grand entrances adorned with cascading marigold garlands, forming a flower curtain that guests walk through. Pathways can be lined with fresh marigold petals or potted plants to create an immersive floral experience.

Hanging Installations

Since haldi ceremonies are often held outdoors in courtyards or gardens, you can design stunning hanging flower arrangements. For example, strings of yellow and orange marigolds, interspersed with jasmine or roses, can be suspended from trees, pergolas or ceilings to create a vibrant, festive canopy.

Backdrops for Rituals and Photos

A haldi celebration isn’t complete without a beautiful flower backdrop where the couple sits during the ceremony.  

Seating for the Bride and Groom

The couple usually sits on a low bench or swing during the haldi ceremony while family members apply turmeric paste. For example, you can design a flower swing draped in yellow and orange blooms, accented with flowing fabrics or fresh greenery—or, alternatively, a flower-adorned couch.

Centerpieces

For a cozy dining or lounge setup, you can create low centerpieces with yellow and orange roses, carnations and chrysanthemums. Or how about lush flower garland runners draping across tables?

Flower Jewelry for the Bride and Guests

Just like the mehndi ceremony, flower jewelry is a beautiful trend for the haldi event. Consider offering hair accessories, such as flower crowns or jasmine garlands to be intertwined in braids.

WEDDING RITUALS

Here are the specific parts of the ceremony that require a florist’s touch, as well as some other aspects of the wedding for which you could offer floral design.

Baraat

The word “baraat” means marriage procession. During this event, the groom makes a grand entrance into the wedding ceremony, often on horseback. In modern times, the baraat may include a fancy vintage or sports car, or motorcycle, instead of a horse. Florists can decorate the “vehicle” the groom chooses to make his ceremonial entrance into the wedding.

Flower Garlands (Jaimala or Varmala)

One of the most iconic elements of an Indian wedding is the exchange of garlands between the bride and groom. It symbolizes acceptance as well as shared love and responsibility. This moment has similar significance to the exchange of rings in a western wedding ceremony—it’s a union of two people and two families. Garlands are often made with marigolds, roses or jasmine, and embellished with golden threads or pearls for added elegance.

Wedding Mandap

The “mandap” is a four-post canopy altar that is a sacred space in which the bride and groom exchange their vows. The focal point of the wedding ceremony, it’s decorated with flowers to create a divine and festive ambiance. Traditional mandaps feature marigolds, roses and lotuses, while modern designs incorporate orchids, hydrangeas and lilies for a contemporary touch.

Entrance and Venue Adornments

From elaborate flower arches to cascading flower curtains, entrances and venues are adorned with flowers to welcome guests with grandeur. Traditional setups often use marigold strings, while luxurious weddings may incorporate exotic blooms like orchids and roses.

Bridal Accessories

Flower jewelry is a growing trend, especially for pre-wedding functions like mehndi (henna) ceremonies. Brides wear necklaces, earrings and hairpieces crafted from fresh blooms, such as jasmine, roses or carnations.

Indian weddings offer an opportunity to showcase creativity and cultural sensitivity on an unparalleled scale. By blending tradition with innovation, you can create unforgettable experiences that honor the rich heritage of Indian weddings while captivating modern couples. Are you ready to bring your floral artistry to Indian weddings? With the right vision and expertise, the possibilities are endless!

Insights from Wedding Florists

Rachel Stevenson, owner of EverAfter Floral Design, a custom wedding and event design company located in Myerstown, Penn., says she does an “inner happy dance” when contacted by Indian clients to design wedding flowers. That’s because she loves working with the bold colors that feature prominently in their vision.

“Bright, vibrant colors symbolize various aspects of Hindu spirituality. Red is the predominant color—especially for the bride’s dress—as it symbolizes prosperity, new beginnings, passion and feminine power. Other colors often featured include gold, green, orange/saffron, pink, purple and at times blue. All have various meanings within Hindu traditions symbolizing everything from purity, harmony and fertility to prosperity, luxury and power,” Stevenson explains.

“The symbolism continues in the various floral pieces traditionally used in the wedding ceremony,” she adds. “Flowers often adorn the mandap, with garlands of marigolds, jasmine and chrysanthemum being popular choices. Marigolds symbolize brightness and positive energy; the chrysanthemum symbolizes long life and happiness; and jasmine symbolizes elegance and spirituality. Jasmine is also often worn by the brides themselves, whether in their hair as a lucky charm or in the garlands exchanged between the bride and groom during the wedding ceremony.” Finally, Stevenson notes that when planning the floral designs with her clients, some opt to source the garlands used for the varmala themselves from a Hindu temple.

Rachel Cho, of Rachel Cho Floral Design in New York, also shared her experience with us. “Many couples, especially multi-ethnic ones, aim to honor their cultural heritage while adding a modern twist to their Indian weddings. This often involves blending Indian traditions with Western elements, like incorporating both Indian and non-Indian customs to represent both families. While the multi-day ceremony remains a key part, couples are opting for modern attire, decor and sometimes even a traditional Western ceremony alongside the sangeet,” Cho explains.

“Color plays a big role in Indian weddings, with vibrant hues like red and gold often taking center stage. Recently, we’ve seen couples modernize these colors by introducing softer shades like pastels or metallics, creating a fresh, personalized look while keeping the tradition alive,” she adds.

“What’s really exciting is seeing couples push creative boundaries,” says Cho. “We’ve worked on weddings where modern tech—like live performances mixing Bollywood and party music—is integrated into traditional rituals to capture the couple’s unique vibe. Ultimately, the goal is to create a wedding that reflects the couple’s unique love story and cultural background, while also giving them a space to express their individuality. As Indian weddings continue to evolve, it’s clear that tradition and modernity can coexist beautifully, and we’re thrilled to help bring those visions to life.”

Resource: Online course on Indian wedding planning and décor design.

Created by renowned wedding expert Mayuri Parikh, this course offers unmatched insights into the intricate world of Indian weddings.

https://indianweddingsworkshop.com/course-and-workshop

By Molly Lucille

Bridal bouquets have adorned wedding parties throughout human history. Ancient brides carried bundles of symbolic herbs and blooms, such as dill, considered to be an aphrodisiac; rosemary to represent loyalty; wheat for fertility; and ivy for an unbreakable bond. Garlic and other strong-smelling herbs were carried to ward off evil spirits—or more likely to mask body odor, as bathing was sometimes inaccessible and far less common compared to today. Fast forward to the Victorian era, when bouquets were carefully crafted to include blooms that carried coded messages, a “flower language” expressing the couple’s love story.

A mainstay in weddings around the globe, bridal bouquets have evolved from purely symbolic and utilitarian to an artistic expression of the couple’s personalities. Currently, couples worldwide are exploring the limitless opportunities provided by personal flowers, and florists have arisen to the call. We’ve collected advice and ideas from cutting-edge floral designers to take a closer look at the growing trends in personal flowers. Join us as we walk down the aisle, and through stunning examples of florists and couples who have chosen to move beyond the bouquet.

Wearing a Bouquet

People throughout history and across cultures have adorned themselves with flowers as a form of expression. In the wedding world, the bohemian flower crown trend ruled the scene in the 1960s and 70s, later experiencing a revival in the mid-2000s. In recent years, we’ve seen an explosion of creativity surrounding how and where to wear flowers. From floral dresses and veils to modern takes on the flower crown (including a stunning flower-adorned afro, as seen in the design by Meghan Campbell, of Twisted Bramble in Seattle) to bridal bouquet boas (as seen in the example by Greenville, S.C-based Hey Jude Florals), wearables are truly having their moment. “There is a magic to wearing flowers, by embodying them you become part of the arrangement,” explains Bethany Steinhauser, a wearable floral artist in Las Vegas. “Wearables are a great way to make a lot out of a little. They’re a great opportunity to deconstruct blooms and see flowers beyond the complete bloom in front of you. Take it apart and make something new,” she says.

This deconstruction is often seen in “floral tattoos.” This trend of creating flower arrangements directly on the body, forming a “tattoo,” is gaining mainstream popularity and appearing in weddings around the world. A floral tattoo requires simple mechanics, often crafted on body tape, such as kinesiology tape, or sometimes (sparingly) glued to the body directly with skin-safe adhesives like eyelash glue. These hands-free flowers pair beautifully with a smaller bouquet or with a statement dress. They offer a great way to bring floral elements from the ceremony to the reception. Before embarking on a floral tattoo project with a client, it’s important to test the flowers, tapes and adhesives ahead of time to rule out skin sensitivity.

Sculptural or Monofloral Bouquets

Bridal bouquets, in no way, will be rendered obsolete. However, there are evolving trends in bouquet structure and style.

For more aesthetically inclined couples, the bouquet can be an artistic expression, resembling a modern art piece. Former sculptor turned floral artist Matthew Blind, of Coach Blind Florals in St Louis, Mo., designs bouquets with unconventional materials, weaving and crafting everyday objects into stunningly intricate creations. “It’s important to not confine yourself to exclusively floral elements when crafting a bouquet,” explains Blind. “You can draw inspiration from the world around you, creating unexpected armatures from any assortment of items. This allows you to create an even more custom arrangement, responding both to the world around you and things important to your clients,” he adds.  Binding together these unexpected elements with coated bind wire is an elegant solution to visible mechanics. You can play around with mechanics and experiment with new ways to build an armature—the sky is the limit.

The beauty of flowers often lies in their simplicity, as seen with monofloral bouquets becoming increasingly popular. In general, bouquets are trending smaller, leaving behind the oversized bouquet trend of the last few years. Celebrating a single bloom through a small gathering of monoflorals offers a refreshingly simple moment, showcasing the beauty and majesty of one flower.

For the Groom

From pockets to entire lapels covered in flowers, suit florals are receiving an upgrade. Often, flowers for men are overlooked, with couples opting for just a simple buttonhole or pocket square. These small designs, while classic, are no longer the only option. As seen in these stunning examples by Francoise Weeks, of Francoise Weeks European Floral Design in Portland, there is boundless creativity happening in men’s wearable floral design. “Thinking outside the box is a necessity,” explains Weeks. “If we want our work to stand out, it’s also a lot of fun and rewarding to come up with different ideas and concepts, and to figure out the mechanics to execute it all. Curiosity and perseverance keep our work challenging and interesting,” she adds. Playing off the tailoring, fabric and cut is a great start to forming new approaches to adorning a suit with flowers. Keep in mind that for larger floral applications, movability and durability are key for lengthy wedding days. Experiment with modular designs attached to the lapel and extra firm mechanics to ensure that the wearables will last through a long day of dancing, hugs and parties.

As weddings continue down the route of highly personalized, custom celebrations of each couple’s unique story and identity, so too should our floral designs. There are many ways to encourage your clients to try something new. Toni Sicola, of Tangled Sage in Moab, Utah, is no stranger to this. “I try to use styled shoots as ways to demonstrate new ideas to couples because most will only opt for what they see out there already. The couples will see the flowers on websites and social media, and unfortunately that can become limiting to what they think is possible or what they think will work. It’s really an educational process with the couple to say, ‘you haven’t seen this kind of thing—[it] is kind of new, but it’s definitely possible,’” Sicola explains.

Truly, the only limits on your creativity are the restrictions you place upon yourself. As rigid expectations of traditions begin to lose their grip on modern couples, a wild burst of possibilities has emerged in the realm of personal flowers. Just as sensibilities toward the structure of a wedding party are becoming more customized, so too are flower choices. And while the tradition of carrying a bouquet is likely to always remain at the heart of wedding floral design, we are seeing exciting new trends and innovation with ceremony flowers. From wearables to uniquely crafted creations, join us as we go to infinity and beyond the bouquet.

Tips to Encourage Your Clients to Embrace These New Trends

This is a journey to embark on together!

• If you are interested in nudging wedding clients toward more creative designs, the journey starts with YOU. As an artist, you are in the driver’s seat of your own innovation. Many couples stick to what they know and what they have seen. However, if you confidently share your vision and some ideas you want to try, they are more likely to trust you and jump on board.
• As with any new endeavor, it’s best to have practice, especially if you are trying a new technique on a couple’s big day. Experiment with leftover blooms to test mechanics and ideas and take lots of pictures. You can then share these examples of your unique take on these trends to encourage more couples to opt for something novel.
• Your community is your resource. Learn from others around you and follow designers who share your vision. We can all learn from each other and the more we share original designs, the stronger the signal will be to foster freedom and creativity.

By Nita Robertson, AIFD

Mother’s Day is just around the corner. Are you ready for it? This special holiday is a cornerstone for the flower industry, as flowers consistently rank among the top gifts chosen to honor the mothers in our lives. It’s a day that brings families together and drives significant business for florists.

According to the National Retail Federation, 84 percent of U.S. adults plan to celebrate Mother’s Day. Consumers intended to spend an average of $254 per person on Mother’s Day gifts in 2024, with flowers being a significant portion of this expenditure. As in previous years, the most popular gifts to give are flowers (74 percent), greeting cards (74 percent) and special outings like brunch or dinner (59 percent).

Mother’s Day presents an incredible opportunity to create emotional connections with customers through beautiful, memorable floral designs. By curating unique arrangements, offering bundles and delivering exceptional customer service, you can make this Mother’s Day your most successful yet. Don’t forget to promote your offerings early, engage with customers through creative marketing and always stay on top of trends to remain ahead of the competition. With planning and organization, you’ll be able to make this holiday one to remember for both you and your customers.

Tips for Success

Loann Burke, AIFD, AAF, PFCI, a seasoned retail florist with more than 30 years of experience at Furst the Florist, located in Dayton, Ohio, shares her insights for making Mother’s Day a thriving event.

Burke highlights the importance of early planning and organization. One of her key strategies is to create signature designs for your Mother’s Day offerings. “You know your customer base best. Create specials that resonate with your clients’ preferences and tastes,” she explains.

To further enhance your offerings, develop a comprehensive gift guide highlighting a variety of mom personas—such as grandmother, mother-in-law, mom-to-be, best friend or other maternal figures. For each persona, include several thoughtful gift ideas at different price points, showcasing options that appeal to a wide range of budgets and styles. Promote this guide extensively through your website, social media channels, email marketing and in-store. This thoughtful approach not only engages your audience but also makes it easy for them to find the perfect gift for every type of mom.

Burke suggests that when crafting your floral recipes, you should pay attention to stem counts per bunch to maximize profitability. For instance, using half a bunch of 10-stem tulips can create a more cost-effective arrangement than using seven stems, which might result in waste or increased costs. “Focus on creating designs that are both easy to replicate and built on profitable recipes,” she says.

Efficiency is another critical element for success. Burke recommends adopting a production-style approach when designing. Instead of creating one arrangement at a time, work in multiples. For example, if you’re producing 10 identical designs, prep all the containers, insert the base greenery for all of them and then add focal flowers and so on. This method not only saves time but ensures consistency across your designs.

Additionally, group similar tasks to further streamline your process. If a specific arrangement requires bind wire, pre-cut it enough for all designs in one go rather than stopping to cut the wire repeatedly. This batching technique reduces interruptions and keeps your workflow smooth and efficient, notes Burke.

Add-Ons and Pairings

Suggesting add-ons with every order is a simple yet powerful way to elevate the customer experience and increase the value of each sale. By offering convenient, high-quality options at the point of purchase, you give customers the opportunity to personalize their gifts, making each arrangement feel more thoughtful and unique. These add-ons seamlessly enhance the overall gifting experience while boosting your revenue.

Select carefully curated add-ons and pairings that complement your flower arrangements. From luxurious gift bundles to distinctive keepsakes, these extras amplify the perceived value of your offerings and create lasting memories for the recipient. By providing customers with personalized and meaningful options, you create an experience that encourages future business and ultimately strengthens your bottom line.

Gift Bundles: Pairing flowers with chocolates, candles, bath products or locally sourced artisan goods can significantly elevate your gift offerings and provide more value to customers looking for a complete gift experience.

Plant Gifts: Potted plants, succulents and flowering plants like orchids are growing in popularity. Make sure to have an ample inventory of fresh plant options to cater to this demand and offer a long-lasting alternative to traditional cut flowers.

Flower Subscriptions: Promote flower subscriptions as a unique and thoughtful Mother’s Day gift that keeps giving all year long. With flexible options like three-month, six-month or full-year subscriptions, this unexpected gift provides continued joy for the recipient while ensuring future sales for your business.

Greeting Cards: Don’t forget to offer greeting cards with your flower arrangements. Ensure that every order comes with the option to upgrade a basic greeting card to a premium version. Customizable cards with special messages or premium paper quality offer a personal touch that will be appreciated by the recipient.

A Touch of Tech: Consider providing innovative options like the QRMessage™, which allows customers to send a personalized video message along with their flowers using a QR code. Imagine the emotional impact of receiving a stunning bouquet paired with a heartfelt video from loved ones. The QRMessage™ also lets multiple people upload messages, creating a collective experience of love and connection. Visit qrzipper.com for more information.

Permanent Botanicals

Permanent botanicals are a chic and versatile addition to any florist’s Mother’s Day or spring collection, providing a unique option that appeals to a broader audience. They’re also perfect for last-minute orders. With advancements in craftsmanship and materials, permanent botanicals now offer a more realistic appearance, taking their beauty to the next level.

“It is often hard to tell the difference between the real and the artificial,” says Mary Ragon, founder of Bolivar, Ohio-based Ragon House, a distributor of high-quality permanent botanicals, home decor, furnishings, and decorative accessories. “So many of the current artificial florals are crafted by hand with great attention to detail, life-like textures, and realistic colors,” she explains. Visit ragonhouse.com for a beautiful assortment of permanent botanicals

Offer smaller arrangements that complement home décor, such as bedside or office arrangements. You can also create unique wall decor or door accents using permanent blooms. The possibilities are endless.

Marketing Ideas

Your website serves as a critical touchpoint for both loyal customers and potential shoppers, especially those searching for a last-minute Mother’s Day gift. To leverage this valuable traffic, optimize your site to capture attention and drive sales. A dedicated Mother’s Day landing page or a prominently featured section on your homepage can serve as an inviting destination for visitors, highlighting your offerings and creating a seamless shopping experience.

Unlike other high-demand holidays, such as Valentine’s Day, Mother’s Day offers greater flexibility, as the celebration spans across the week. This extended window allows retail flower shops to better manage orders, streamline delivery schedules and adjust staffing—helping to reduce stress and increase efficiency. The added time also provides opportunities for more strategic sales and marketing efforts.

One way to capitalize on this flexibility is by launching pre-order campaigns that offer customers incentives for making early purchases. Discounts or perks can encourage customers to order ahead of time, easing the burden on your team and ensuring a steady flow of sales throughout the week.

In addition to your website, social media platforms like Instagram and Facebook provide excellent opportunities to engage with customers and exhibit your flower arrangements. Sharing behind-the-scenes glimpses of your design process or highlighting your team’s creative efforts adds a personal touch and builds excitement. Showcase the inspiration behind your designs on these platforms, emphasizing the thoughtfulness and emotion that go into giving flowers. This will help create a stronger connection with your audience and encourage them to choose your shop for their Mother’s Day gifts.

By combining these marketing strategies—optimized web presence, early promotions and social media engagement—you can attract more customers, build anticipation and boost sales during this meaningful holiday, ensuring that your flower business thrives.

Mother’s Day Trends

Karen Kohout, trends and marketing insights manager at FloraCraft, a leading manufacturer and supplier of floral design supplies located in Ludington, Mich., says that key trends for Mother’s Day 2025 include quaint, cottage-style, and vintage decor and tablescapes that celebrate connection and nature.

“Garden flowers such as daisies, daffodils, peonies and wildflowers in heirloom vases or dried flowers as centerpieces for a special Mother’s Day brunch gathering create that cozy cottage ambiance,” explains Kohout. “Wreaths made with dried flowers, such as chamomile, cherry blossoms and wildflowers, with natural or macrame accents, will also make perfect adornments that moms will cherish this year.

“Color trends for Mother’s Day will range from nostalgic, muted and mid-tones with touches of vivid dark accents to bucolic brights inspired by the countryside and lots of natural or textural greenery,” she adds. “Feminine shades, including soft mauve, violet and plum berry, have a timeless beauty, and uplifting golden hues with rich neutrals, browns and greens reflect nature, comfort and wellness.”

Soft palettes like pinks, peaches, lavenders and creams are classic, but bright hues like coral, fuchsia and sunny yellow are increasingly in demand for a cheerful vibe. Single-color arrangements (monochromatic) are also trending for their modern and sophisticated aesthetic.

Roses, peonies and tulips remain timeless favorites, but many customers now seek modern arrangements featuring unique flowers like Ranunculus, Anemones and garden roses. Sustainability is also a growing priority, with more consumers opting for eco-friendly choices, such as locally grown blooms and sustainable packaging. Loose, natural arrangements with a “just-picked” feel are highly popular, while sleek, structured designs cater to minimalist aesthetics. Additionally, personalized bouquets that reflect the recipient’s favorite colors or flowers are also a popular option.

History of Mother’s Day

Mother’s Day has a fascinating history that spans centuries and cultural traditions, evolving into the modern holiday we currently celebrate.

Origins in Ancient Cultures

Early celebrations of motherhood can be traced back to ancient festivals, such as the Roman celebration honoring Cybele, the goddess of fertility, and the Greek festivities dedicated to Rhea, the revered mother of the gods. These events paid tribute to the nurturing and life-giving roles of maternal figures.

In medieval Europe, the tradition of “Mothering Sunday” emerged, observed on the fourth Sunday of Lent. Initially a day for Christians to return to their “mother church” for a special service, it gradually became a time to honor mothers, blending familial appreciation with spiritual reverence. Flowers, often gathered from the countryside on the way to church, became a cherished symbol of this heartfelt celebration—a tradition that florists beautifully continue to uphold today.

The Birth of Modern Mother’s Day

The journey to the Mother’s Day holiday in the United States is rooted in the heartfelt efforts of remarkable women.

Ann Reeves Jarvis: A pioneering social activist in 19th-century West Virginia, Ann Reeves Jarvis sought to improve community health through her “Mothers’ Day Work Clubs,” founded in the 1850s. During the Civil War, she encouraged mothers on both sides of the conflict to promote peace and reconciliation, embodying the nurturing spirit of motherhood.

Julia Ward Howe: Known for penning the song “The Battle Hymn of the Republic,” Howe brought a maternal voice to social activism. In 1870, she issued the “Mother’s Day Proclamation,” urging women to advocate for peace in the aftermath of the Civil War. She envisioned an annual “Mother’s Day for Peace,” though her efforts did not result in a lasting tradition.

Anna Jarvis: Inspired by her mother’s work, Anna Jarvis became the driving force behind the Mother’s Day we know today. After her mother (Ann Reeves Jarvis) passed away in 1905, Anna campaigned tirelessly for a day to honor the sacrifices and unconditional love of mothers. In 1914, Anna’s vision was realized when President Woodrow Wilson proclaimed the second Sunday in May as Mother’s Day, a national holiday dedicated to honoring mothers. This milestone established a cherished tradition. Mother’s Day continues to evolve but remains a heartfelt occasion to celebrate mothers and maternal figures worldwide.

In today’s digital landscape, businesses across all industries rely on video marketing as an essential strategy. The flower industry is no exception. Video marketing helps businesses connect with their audience, showcase their products and drive sales. Leveraging video marketing is crucial for thriving in today’s competitive market.

The visual appeal of flowers and the engaging nature of video make this medium especially powerful for florists. Flowers are inherently beautiful, and video highlights their vibrant colors, intricate details and distinctive arrangements in ways that photos cannot. Studies show that videos engage viewers more effectively than text or images. While photos capture a single moment, videos showcase a flower arrangement’s full range of colors, textures and details, allowing potential customers to fully appreciate the artistry and craftsmanship behind each bouquet.

Video tells a story, evokes emotions and provides a sensory experience that resonates with viewers, making them more likely to remember your brand and products. Additionally, search engines favor video content. Posting videos on your website and social media can boost your search engine rankings, helping potential customers find you more easily.

Video marketing lets you showcase your unique style, personality and brand values. Whether through your flower arrangements, the stories you share or customer experiences, videos help set your business apart from competitors. Product videos, promotional content and testimonials all influence purchasing decisions. A well-crafted video that highlights the benefits of your products or services and includes a clear call to action can significantly boost conversion rates—the percentage of digital visitors who transform from prospects into customers.

According to Kelsey Thompson, AIFD, CFD, owner of Bloom Algona, a retail flower shop in Iowa, “video marketing is an important piece of the marketing mix.”  Thompson is also the founder of Petals & Profits, a floral mentorship program that offers business tips and tools for florists. “Audiences are consuming information at a fast pace—and multitasking. Short-form video is eye-catching and doesn’t require much ‘commitment’ from the viewers,” she explains.

“We create beautiful things, and our creative process is unique. Customers love to see what we’re up to in the workroom, new products as we unpack and display [them], and even everyday activities like choosing a playlist for the design room,” adds Thompson. “Video marketing always performs best for us,” she continues. “It’s helped boost traffic on our platforms/pages and creates conversations with customers on social media and in store. We try to post at least three times a week and on our stories daily.”

Types of Videos to Create

Videos are highly shareable and tend to perform well on social media platforms. By creating compelling video content, florists can increase their visibility and reach a broader audience. Social media algorithms often favor video content, giving your posts a better chance of being seen by potential customers.

Content such as tutorials, behind-the-scenes looks, and care tips can educate your audience about flowers and how to make the most of them. This keeps your audience engaged. Engaged customers are more likely to return to your shop for their floral needs and recommend your services to others.

Floral Arrangements Tutorials: Share step-by-step guides on creating popular flower arrangements. These videos position you as an expert in the field.

Behind-the-Scenes: Show the process of how you source, design and prepare your floral designs. This not only builds trust but also gives customers an insight into the craftsmanship and care behind each bouquet.

Customer Testimonials: Feature satisfied customers sharing their experiences. Authentic testimonials can build credibility and encourage new customers to choose your services.

Seasonal and Event Promotions: Create videos highlighting special promotions for holidays, weddings or other events. A well-timed video can drive seasonal sales and increase brand visibility.

Live Streaming: Host live Q&A sessions, workshops or virtual tours of your shop. Live videos allow real-time interaction with your audience, fostering a sense of community.

Maximize Your Efforts

Trust us, video marketing isn’t just a trend; it’s a powerful tool to elevate your business. For the biggest impact, match the best-suited video to the proper platform.

Short, Engaging Videos: Leverage platforms like Instagram, Facebook and TikTok for bite-sized, impactful content.Instagram Reels and TikTok are particularly popular for their quick and catchy formats—perfect for grabbing attention.

Longer, In-Depth Content: Use YouTube to share detailed videos. As the second-largest search engine, it provides an excellent opportunity to reach a wider audience. Optimize your video titles and descriptions with keywords to improve search visibility and make it easier for viewers to discover your content.

Website Integration: Embed videos on your homepage or product pages to enhance user experience, boost engagement and keep visitors on your site longer.

Email Campaigns: Incorporate videos in your emails to increase click-through rates and engagement.Use video content to announce new products, share useful tips or offer exclusive discounts.

Tips to Make Effective Videos

Keep it brief. Attention spans are short, so aim for videos that are under two minutes. For social media, 15 to 30 seconds is often ideal.

While you don’t need professional-grade equipment, ensure your videos are clear, well-lit and have good sound quality. A smartphone with a decent camera and a simple editing app can work wonders.

People connect with stories, so try to tell a compelling story in your videos. Whether it’s the journey of a bouquet from farm to table or a customer’s experience with your service, a good story can make your video more memorable. Always include a call to action, whether it’s asking viewers to visit your website, follow you on social media or make a purchase. Make it clear and easy for them to take the next step. Like any marketing effort, consistency is crucial. Regularly posting videos keeps your audience engaged and helps build your brand over time.

Don’t forget that music sets the tone for the video and adds emotional impact. As with text and other styling elements, music should complement the theme and mood without overwhelming the visuals or narrative. You’ll also want to make sure to balance the music, so it doesn’t overpower or compete with the voiceover volume.

Measure Your Success

Track key metrics to know if your video marketing efforts are paying off. Monitor how many people watch your videos and how they interact with them (likes, shares, comments). Measure how many viewers take the desired action after watching your video, such as making a purchase or signing up for your newsletter. Also review if viewers watch your videos to the end or drop off early. This can help you refine your content for better engagement.

By creating inviting content that highlights the beauty and artistry of your floral designs, you can capture the attention of potential customers and keep your existing clients coming back for more. Embrace video marketing today and watch your flower business blossom!

By Molly Lucille

Every International Women’s Day, Florists’ Review honors the influential women that help form the beautiful community that is our industry. Women are the backbone of floristry, with 87 percent of the American flower industry made up of women, according to a 2022 Data USA survey. Similar trends can be seen worldwide. From growers to wholesalers to designers and beyond, women drive innovation and success at every level of the business. While choosing just a few trailblazers to feature is no easy task, these seven women stand out for their leadership, passion and remarkable contributions to floristry. We’re proud to share their stories as designers, educators, entrepreneurs and visionaries, and to recognize the incredible impact women have had—and continue to have—on the global flower industry.

Eun Jin Yang

Grace Jolie Flowers

Seoul, Korea

@gracejolie_kr

Eun Jin Yang is a skilled designer, floral sculptor and educator in Seoul, Korea. Yang hosts workshops for aspiring designers from around the globe, with the goal of floral education as well as cultural exchange. On top of her studio and educational endeavors, Yang crafts custom designs and installations for fashion photoshoots, experimenting with unconventional materials and techniques. 

Your work is so sculptural and often includes creative materials. What are your biggest sources of inspiration?

I majored in visual design with a focus on brand design, which shaped my aesthetic approach and love for minimal beauty. This perspective naturally extends to my floral design, where I strive to create impactful results without excess. Inspiration often comes from experimenting with unconventional materials. Incorporating elements like fruits or other unexpected objects alongside flowers brings new meanings to the designs. Seasonal changes in color, texture and form also serve as key starting points. Beyond nature, architecture and contemporary art greatly influence my work, as blending sculptural elements with innovative materials bridges the natural world with human creativity.

You often host workshops in your studio, creating fantastical installations with international designers. Can you tell us more about these workshops and the discoveries you’ve made through collaborative design? 

Workshops are not just spaces to teach techniques, they are moments for florists from all over the world to learn and create together. Collaboration allows us to share cultures and perspectives, leading to new ideas. For instance, a flower that is considered common in one country might be rare in another. Observing other florists approach the same material in ways I never imagined gives me fresh perspectives. This process helps me realize the infinite possibilities of creativity and pushes me to grow as well.

Collaboration seems to be at the heart of your work—you are often posting collaborative shoots with models and high-fashion styling. What is your creative process in styling and designing for these shoots?

In collaborative shoots or high-fashion styling projects, storytelling is the most important aspect. I start by setting a clear concept and then share ideas with the photography team, stylists, hair and makeup artists, and models to create a cohesive vision. From there, I select a color palette and flowers that complement the story, along with matching costumes and makeup. I aim to ensure that the floral design harmonizes with the fashion and the set, working on detailed adjustments to create a seamless connection between all elements. I prefer shoots where the flowers don’t dominate but blend naturally into the scene. The key to these projects is communication and mutual consideration to avoid overshadowing each other.

What is an achievement that makes you particularly proud?

One of the most special moments was when florists from different countries came together to work in my space, sharing their unique cultures and perspectives. Through these workshops, I realized that my work goes beyond design and creates meaningful connections with people worldwide. It is incredibly fulfilling to see florists take what they’ve learned during our time together and apply it effectively in their own work. I’m also deeply grateful that people travel to Korea, a small country, to learn about floral design.

Another moment I cherish is when my clients place their complete trust in me. Instead of providing sample photos, they share their budget and entrust me with the entire design process. Seeing them satisfied with the results is an experience I am genuinely thankful for.

Finally, with your approach to education, what core concepts do you work to instill in your students? 

When I teach, I emphasize the importance of “finding your individuality.” While techniques can be learned, individuality and creativity must be discovered personally. I teach my students to observe natural elements and find their unique style through that process. I also stress the importance of not fearing failure and continuously experimenting. Creativity grows through challenges and mistakes. I’ve seen many students give up after trying various approaches, but individuality doesn’t come overnight. It’s through continuous exploration and experimentation that one creates their unique style, which is what I emphasize the most.

Courtney Kneifl

Iris and Fig 

Seattle

@irisandfig

Courtney Kneifl is a floral designer, artist and the owner of Iris & Fig. She has a Bachelor of Arts degree in English and worked in higher education for many years before deciding she wanted to get out from behind the desk to create with her hands. As a longtime gardener, Kneifl is known for creating naturalistic installations, deeply inspired by the nature surrounding her studio in the Pacific Northwest. 

Your portfolio reveals that experimentation and exploration of materials is deeply ingrained in your work. How does this nature of curiosity and playfulness fuel your creativity? Where do you draw inspiration from? 

This is a great question. I’m always drawn to ingredients I haven’t used before and love to try combining old varieties in a new way. Anything that has an interesting shape or texture will catch my attention, and it’s fun to just play around with your materials and see where it leads. I’m inspired by fashion, interior design and of course nature. I recently heard of a fashion theory called the “wrong shoe theory.” It says sometimes wearing the “wrong” or unexpected shoe with your outfit will make it more interesting and elevate your look. I think that’s true with flowers as well. 

Your team designs a wide array of projects—from weddings to editorial, events and beyond. What kind of project gets you most excited? 

I’m honestly excited about any project that’s a good fit stylistically. We always love to try new ideas, so it’s fun when a client asks for something we haven’t done before. As long as we have their trust and the freedom to explore and create, I’m pretty motivated.

What achievement makes you especially proud?

The achievement that makes me feel the proudest is when another floral designer reaches out to me and wants to join our team or asks if we offer classes. There is no greater compliment than when someone whose work you admire or have followed for years admires your work as well.

On top of all the beautiful work you do in Seattle, you also design destination weddings. How do you maintain your floral design voice while traveling? Do you have to alter your process when creating for destination events?

Destination events require a lot more logistics than local events because you have to figure out where to source your materials, where you’re going to create and who will work with you—that’s the hard part. Once those are determined though, maintaining our voice is just a matter of staying curious and open to possibilities. Getting our hands on new materials and seeing what we can create with them is always exciting. 

You mention your garden often in your online posts. How does the process of gardening influence your creative practice and how you perceive flowers?

Gardening is such a huge influence on my work, especially when it comes to creating installations. I love naturalistic design, and when I see a beautiful garden design or a natural landscape, I immediately think to myself, “how can I create that?” My team would also tell you that the phrase I repeat most often when we’re working is, “place the stems as they would naturally grow.” Nature is the best designer, and we can only hope to mimic what she does so perfectly.

Erice McNeff

Everbloom

San Juan Capistrano, Calif.

@_everbloom

Erice McNeff, owner of the Southern California-based Everbloom, is a floral designer known for her refined, organic and artisanal designs. Driven by a passion for aesthetic harmony, she draws deep inspiration from life’s natural artistry. An accomplished award-winning designer and entrepreneur, McNeff is` also an acclaimed floral educator, recently recognized on The Knot’s “Ones to Watch” list and as one of Mayesh’s Design Stars.

Your work has such a rich, artistic approach, with a lovely balance of color. Where do you draw your inspiration from? 

Thank you! I draw inspiration from so many different places. If I’m just designing for fun, I might get inspired from other artist’s work I stumbled upon online. (I’m always on Instagram or Pinterest looking to see what trends are catching on or what creative ideas others have.) Sometimes the flowers themselves inspire me. When I’m shopping at the flower mart the right combination can fall into place so naturally, I don’t even feel like I’m thinking too much about it. I’ve found that I’m most attracted to compositions that feature movement, texture and harmonious color palettes, so I’m always looking to source flowers that feature those elements. If I’m designing for an event, I will draw much of my inspiration from the event design as a whole. It’s a priority of mine to ensure my pieces seamlessly fit with the rest of the design. I’ll spend far too long immersing myself in the design concept, so I have a strong understanding of it. From there, I’ll dive deep into flower availability and begin putting together a wish list of items that look and “feel” like they belong. After that, I like to play around with different compositions until I perfect the floral design.

You’ve been recognized on major platforms like The Knot’s “Ones to Watch” and selected as one of Mayesh’s Design Stars. How does it feel to have your work acknowledged and honored by such prestigious names in the industry?

It’s so humbling and I’m so grateful. You can easily feel siloed in this line of work. I’m my own boss and only employee, so recognition like that oftentimes feels like the “pat on the back” others might get in traditional jobs from co-workers or supervisors.

As a floral educator, what are the core principles that guide your teaching approach?

First and foremost, I’m passionate about florists having a strong working knowledge of their business finances and processes. I love to teach budgeting, back-end processing and efficiency. I’m also known to chat with my freelancers about bookkeeping and basic accounting practices. I think these skills are just as important as learning how to design because keeping tabs on this area of your business is what allows us to pay ourselves, provide for our families and ensure that we’re being paid our worth. 

When it comes to teaching design, I love teaching florists how to create dimension and movement. It took me years to figure out how to do this in my own work, so helping others unlock that skill is very rewarding for me. 

In the “About Me” section of your website, you mention that floristry was an unexpected discovery for you. Can you tell us how you began?

I graduated school with a degree in broadcast journalism and media production and wanted to pursue a career in TV and movie production. My first job out of college was as an assistant to talent managers and producers. I quickly came to hate it. The hours were grueling and the standard for perfection was high. After some time, the pressure became too much for me and I moved home with my parents. I didn’t have a clue what I wanted to do next. With advice from my dad, who told me to “pursue what sounded fun or interesting,” I took a job at a flower shop cleaning buckets. I ended up falling hard for it and quickly knew I wanted to do flowers forever. 

What achievement makes you particularly proud? 

I’m proud of the community I’ve found and built within the world of flowers. I’ve made some dear friends with whom I love working. I’m always so thankful they show up to help when I need it. We have fun together, and our studio chats are always something I look forward to when it comes time for a job to start. 

Rachel Cho

Rachel Cho Floral Design

Long Island City, N.Y.

@rachelchofloral

Rachel Cho is the visionary behind Rachel Cho Floral Design, a premier flower company based in New York City. As a first-generation American and native New Yorker, Cho discovered her love for flowers in her mother’s small Bronx flower shop. This early connection inspired her lifelong passion for floral artistry, which she has honed into a distinctive, sophisticated style shaped by the dynamic energy of the city. While balancing high-profile collaborations, expanding her digital presence and raising three children, she exemplifies the spirit of a modern entrepreneur who seamlessly blends artistry with business acumen. 

Your studio designs for a wide variety of clients—from hospitality to events to high-profile brand collaborations. How do you maintain your floral design voice across these vastly different platforms?

When we look at a project, so many factors are important to how the end product will translate. I look at the context for the event, the client, the venue and any particular purpose or theme of the event. An initial call or consultation is supremely important in learning the context of the event, as that sets the tone for how we would approach the design, florals used and what the style and colors would be. I always find that the flower choices are the easy part. The bigger challenge is finding the essence and style of the event that reflects the client and the purpose for the event. 

What are some sources of inspiration that influence your creative process? 

The inspiration is always the client and finding their essence. The words they use, the photos they show and seeing what they gravitate towards is always the initial inspiration. We then find work from our past, search through social media channels, such as Pinterest or Instagram, and put coloring and florals together based on what would be available at the time of the event. Mood and design boards are extremely important in conveying the look and feel for the flowers, vessels and styling choices we want to make.

What is an achievement that makes you especially proud? 

That is a very hard question to answer for someone who is always looking back at what we can do to be better next time! If I were to celebrate one thing I’ve learned in the 20 years I have owned this business, it is adaptiveness and being open to change in order to stay relevant. That applies towards staying relevant in design, being at the forefront of social media influence in my niche with content creation and investing in business coaching to be the best boss I can be to a great team I’ve taken years to build. If I can add to that, when my husband joined me 10 years ago to run this company, we needed to make big changes to be able to reap the benefits of being a husband-and-wife team while minimizing the family drama that can come from co-owning a business with your spouse.

Alongside your work in the flower studio, you’re also an educator, having taught courses at FlowerSchool New York and regularly sharing educational content on social media. What advice do you share with beginner florists?

There are three core pieces of advice: 

• Practice makes perfect. Be open to being critiqued and criticized. 

• Be open and adaptive. Every studio has a different way of doing things, so first learn all the “rules” and be open to the different ways florists do things. 

• There are various ways we achieve the same result, and as long as you are open to learning, you will continue to expand your knowledge and be comfortable with the botanical materials you are working with. 

Kiana Underwood

Tulipina

Stone Ridge, New York and Como, Italy

@tulipinadesign

Kiana Underwood is the visionary founder of Tulipina, a globally celebrated floral design studio known for its artistic and opulent arrangements. Renowned for her bold use of color, texture and unique combinations, Underwood has redefined modern floral artistry. Her 2018 debut book, Color Me Floral, covers the secrets to designing show-stopping monochromatic arrangements for each season. Tulipina’s Floral Fantasy, her second book published in 2023, features an interview-style reflection on Underwood’s creative journey alongside hundreds of images of her favorite creations.

Your floral design is the definition of elegance and opulence. What are some sources of inspiration for your work?

Thank you so much. Inspiration comes at me in waves, usually based upon something that I’ve seen unrelated to flowers. It might be a piece of art, a song or composition, an article of clothing, architecture, or simply a color or texture. These may inspire me for a color palette, flower variety and even a shape, whether for individual compositions or larger-scale installations. It’s hard to describe precisely how my designs come to be, as they are loosely pre-planned and take final shape during creation—which can be a challenge for wedding design. Once I have everything in front of me, the misty plan in my head escapes into art.

Can you walk us through your process of creating large-scale, immersive installations?

Similar to my previous answer regarding inspiration, we generally know the scope and scale of an installation during the planning and design process. I will sketch ideas, and we render those ideas in color drawings for clients. I always emphasize that any rendering is only an approximation. Once we have all the flowers and our structures built (partially in the studio or onsite), the final design evolves to the point that I feel it is complete in the best representation of Tulipina.

What’s an achievement that makes you especially proud? 

We did a rehearsal dinner at the Opera Garnier (Paris Opera House) in late 2023 that was massive in scale, with only 10 hours onsite to build out the space. We scaled our team to twice its standard size and produced something extraordinary that I remain incredibly proud of.

Finally, you have published two amazing and successful books. What was the feeling of seeing your design in print and watching the audience respond to your work? 

Books are a lot of work. I have massive respect for all authors in a different way than I ever could have before Color Me Floral and Tulipina’s Floral Fantasy. I enjoy connecting with florists and flower enthusiasts at book-signing events and workshops and learning how my journey as a designer has inspired others. Plus, it’s always fun to come across one of the books in a random bookstore and think, “Hey, I made that.”

Pilar Buitrago

Alexandra Farms

Bogota, Colombia 

@alexandrafarms

The artistry of floral design wouldn’t be possible without growers. In turn, the artistry of growers wouldn’t be possible without the biologists that carefully monitor, develop and test new botanical varieties. One such biologist is Pilar Buitrago of Alexandra Farms in Bogota, Colombia. Since 2011, every new variety that is introduced to the farms’ portfolio of gorgeous garden roses first must pass muster with Buitrago and her team. 

What drew you to the flower industry and to Alexandra Farms specifically?

I felt drawn to botany during my university studies. Since then, I’ve worked primarily on plant conservation, care, rooting and phytopathology. Having previously worked on projects that help Indigenous communities preserve species or even identify and battle bacteria in Leticia (the Colombian portion of the Amazon Rainforest), I discovered that I was also interested in agriculture and how greatly overlooked it can be in such fertile land like Colombia. I focused on floriculture from then on. 

In the search for businesses that brought something different to the industry, I stumbled upon the Alexandra Farms website in 2010. What stood out to me was a picture of the variety ‘Baronesse’—fully open and shining. I completely fell in love with it. I read through the descriptions of flowers and the staff page. I didn’t hesitate to contact the president and offer my knowledge as a biologist. I realized that Alexandra Farms was looking for someone they could guide and train to specialize in garden roses from a scientific standpoint, rather than someone who was already an expert. I’ve always been interested in learning alongside a team of supportive leaders, so I felt very lucky they chose me.

At the time, Alexandra Farms was beginning to consolidate a handful of new processes, improving the productivity area, postharvest care and handling, and initiating socio-environmental measures to apply to production. I got to participate in all of it! It was a relatively small business in comparison to other big names in Colombia. What I liked about that (and still like, even though we have grown a lot) was the novelty. Every part of the process was unlike anything I had worked on before, and the humanity of every team member has always made me feel very grateful. I always learn from my mentors, and I get to work with spectacular, unique, beautiful flowers every day.

You also help ensure the farm upholds its Colombian “green label.” What sustainable practices do you implement on the farm to maintain that certification?

Our team works within sustainability measures from a socio-environmental angle and from a judicial and marketing standpoint. Annually we update our sustainability and work environment practices, according to Colombian legislation and our discoveries in the development of processes. Each year, we apply for a Florverde Sustainable Flowers certification, and we have received it for 10 consecutive years, including 2025. This has allowed us to guarantee ethical production and high-quality flowers to our clients based on social and environmental responsibility. 

We develop a series of programs yearly to implement viable and sustainable practices in every part of our workflow: a robust program on water conservation and responsible consumption that’s tied to our hydroponic crops and rainwater storage; one for the responsible use of and guided instruction on active chemical ingredients; a carbon footprint program to manage and optimize fuel use and energy; integral management of waste products; and a biodiversity and landscape preservation program to keep native species flourishing.

When selecting roses to cultivate on the farm, what qualities do you look for?

We are always looking for varieties that are exceptional in their look and performance. Every year we source through different breeders around the world to look for the nostalgic, innovative and romantic flowers that represent our brand. We have an incredible team working to select new varieties to undergo a trial process. During the first phase of trials, we select rose varieties from various breeders and examine color (mainly tones for weddings and events), shape (we look for fullness, large petal count and romantic shapes like cups, quartered petals, heart shapes, rosettes, etc.) and – preferably – a romance-evoking fragrance. We also look for a long vase life and, overall, exceptional beauty.

Throughout the second phase, we evaluate more significant characteristics like production rate and stem quality. We test varieties to see how they handle the shipping process (temperature shifts and packaging). We also run trials by sending small amounts of stems to designers and other industry partners for feedback. This helps our team design a future marketing strategy.

Our aim is always to achieve a catalog full of the highest quality and best-performing garden roses with beautiful shapes and colors, long vase lives, durability through the shipping process and high productivity. Finding all these qualities in a garden rose is difficult, but this is our motivation to continue conducting relentless and thorough testing every year. We’re thrilled that we will add some fabulous new varieties to our collection this spring.

What’s a specific achievement that makes you proud?

I’m very proud to contribute to my country as a biologist at Alexandra Farms with the development of fieldwork and floriculture. This work has been incredibly demanding but equally gratifying. We look after our natural resources and spread awareness to everyone we work with. We apply scientific methods to every initiative to keep the business growing. We learn through multiple trials and educate others on how to best build sustainable processes and maintain good teamwork. I’m lucky to work alongside so many excellent and ethical professionals.

Sylvia Bustamante Gubbins 

Founder of Madrid Flower School

Madrid

@madridflowerschool

Sylvia Bustamante Gubbins founded Spain’s Madrid Flower School in 2019 and co-founded Madrid Blooms Congress in 2024. An historian, journalist and person who’s always in the process of writing, Gubbins swapped letters for scissors. At age 48, she attended a floral design class at the New York Botanical Garden and found her true passion. In addition to starting the Madrid Flower School, she has floral designer certificates from London Flower School and FlowerSchool New York.

When you were in the process of opening the Madrid Flower School, what were your main goals?

My goal was to give a round education. Because I’m a journalist, I know the importance of photography and marketing skills. Everything is to tell a story in the best possible way and to draw attention to the aesthetics when presenting a product. I don’t want my students to repeat, but to express themselves when designing. You have to find your voice, and the sooner, the better. To be different is a must!

What inspires you in your creative work?

The school is not me only. Each person on my team comes from a different country and culture. They have different ages, and even the music we like differs. Diversity is what makes our work enjoyable. And I give them the freedom to do whatever they want. But I have the last word. We can take inspiration from books, history, magazines, fashion and other florists’ work. We are open to the world!

It must be so fulfilling watching your students go on to have creative, successful practices, studios and careers. What is a core lesson you like to teach your students?

Very fulfilling. The core message right before they graduate is that they are not alone. We have a community that can answer questions, give a hand and even travel. We are here to help! The second is to honor what you can give to the world. Only by being yourself will you be satisfied with your work. 

Tell us about an accomplishment that makes you proud.

During the Pandemic, I organized two groups—one in Spain and the other in Latin America—that connected the different actors in the industry. The group in Peru pushed a campaign for the government to approve the recollection, distribution and sales of flowers with a special law. It touched my heart because I’m also Peruvian.

I see online that you used to be a journalist and studied creative writing! From one writer to another, do you find any parallels in your creative approach to writing versus your creative approach to floristry? 

Yes! Instead of using words, I’m using flowers. But there is a difference with the writer. You can invest years in writing a book, but it only takes 15 minutes to design a bouquet. 

Sophie Powell 

U. FL. O. Unidentified. Floral. Object. 

London

@u.fl.o.london

Florist, educator and Instagram’s “Flower Crown Queen,” Sophie Powell has a distinctive and fun approach to design. With more than a decade in the industry at some of London’s top florists and five years of teaching at the legendary McQueens Flower School, Powell unveiled her own studio—U. FL. O. Unidentified. Floral. Object.—in 2023 and has been inspiring us ever since. From impressive installations to events and wearables, her approach to flowers helps us view each bloom in an entirely different light.

Your designs are so unique and playful. What inspires you? 

Thank you so much. To be honest, it’s the flowers themselves that inspire me. Even in my other work (not just the crowns), I look at their color, their form, whether they are fluffy or shiny or if they remind me of an object, such as a feather or a fabric or even toys. Sometimes where they grow takes me somewhere, so their origin. For example, I once made an English garden crown and included little garden gnomes. I guess I prefer to look at life through fun glasses rather than serious ones. Quite childlike or what the professional artists would call naive. And if I can include what I call a “wild card” object or prop—that is the best for me! That’s what I really enjoy.

What accomplishment makes you especially proud? 

I’ve been so lucky to have been involved in a few mega moments that I’ll be eternally grateful for. But the ultimate one that I’m going to find it very hard to top is when I taught my signature crown design in Frida Kahlo’s Blue House in Mexico City to 30 amazing women. There was a moment when one of the ladies said to me (in Spanish), ‘Frida is here right now looking over us.’ Honestly, it sounds a bit over the top, but I cried. We were making the crowns in the garden in the sunshine without music and the birds were singing, and honestly that’s where I felt the real magic of flowers connecting us all. And of course, Frida being one of my huge idols—what an amazing opportunity!

You’re an accomplished educator as well as a floral artist. What lessons do you strive to teach your students? 

Oh wow, thanks so much! As I have mentioned before, and maybe if you know me, you’ll know that I am not someone who takes themselves very seriously. I do take passing on knowledge seriously, especially if students want to become professionals. I will of course be professional, but for me, it’s about confidence. Be confident in what you do, and your client will choose you time and time again. Remember flowers are already beautiful, we are lucky that we work with a medium that has already done all the hard work. Unlike working with clay or glass where you have to start from scratch, flowers are already complete, so it’s very hard to make something bad. If you have confidence in your design, then people will love it. Respect your medium and the design will bloom! 

Beyond being the “Crown Queen,” you also create set design floristry, installation and other creative projects. Does your approach change for different projects, or do the same principles guide your process across the board?

My goodness, the Crown Queen—that’s a huge title. I am so grateful of everyone’s support of me shoving flowers on my head, but I think I still have a long way to go before I can sit on any throne! Unfortunately, I am one of those people that leaves everything to the last minute. I was the same in school with art projects. I’d be up through the night making my papier-mâché design in my dad’s garage. And to be honest, my approach is exactly the same now, just not in my dad’s garage. I am a lot more productive with a very short deadline. I think it’s because I overthink things, but if I leave it to the last minute, I am far more confident and just go for it. The lead up to the “mad panic of construction” is normally a lot of time with ideas buzzing around my head, sketching terrible drawings and going to the flower market (which sounds productive but isn’t as I get distracted with other random pretty things and chatting). I am fortunate that my partner is also a florist, so I can pick his brains about flower choices, availability and longevity. He is the grown-up florist in our relationship and helps me come back down to earth on what is possible. Poor guy, he never has a day off when I’m in the creative mode.

Sponsored by Fitz Design

Tips to Grow Your Prom Business

For high school students, prom represents a magical night filled with excitement, style and self-expression.  Prom season is about more than just a dance. It celebrates youth and individuality, while creating unforgettable memories that last a lifetime. For florists, it’s a golden opportunity to grow sales and connect with a younger, trend-savvy generation.

Prom is also a prime season for building lifelong customer relationships. By delivering memorable experiences to students and their families, you’re not just meeting a seasonal demand, you’re establishing your shop as the trusted florist for life’s future milestones.

Flowers are no longer just traditional accessories for prom; they’ve become fashion-forward statements. Corsages and boutonnieres are evolving into trendy, customizable designs, while new floral accessories, like wearable flowers for hair, handbags, rings—and even shoes—are growing in popularity. Students want designs that complement their look and express their individuality. This presents a chance to showcase your creativity and offer unique products that stand out in the market.

With the right planning and innovative marketing, you can transform prom season into a blockbuster floral holiday for your business. Position yourself as the go-to florist for every prom goer in your town.

Plan Ahead

Prom dates vary by school, so it’s crucial to start your preparations early. Research the local high schools’ prom schedules and mark them on your calendar. This ensures you’ll have ample time to plan campaigns, stock up on supplies and prepare marketing materials.

Reach out to local high schools and inquire about advertising opportunities. Many schools offer the chance to promote your services in prom programs, newsletters or through their social media channels. Consider sponsoring a prom-related event or donating a floral arrangement to get your name in front of students and parents.

Also, consider partnering with other prom-focused businesses, which can help expand your reach. Dress boutiques, hair salons and photographers are all natural allies. Consider offering mutual discounts or collaborating on social media giveaways to increase exposure.

Price it Right

Pricing your prom flowers correctly is essential to reflect the value of your artistry, materials and time. Consider the time and skill required to design and create each piece. The craftsmanship you bring to each prom design is an art that deserves compensation, so don’t be afraid to charge for it.

Offer three pricing tiers—such as “standard,” “premium” and “luxury”—to cater to different budgets and preferences, while encouraging customers to upgrade for a more personalized experience. This allows customers to select designs based on their budget, but still gives you the chance to upsell.

Bundle popular items like corsages and boutonnieres into packages. Bundling is a smart way to increase sales while offering added value to your customers. By creating well thought out packages, you not only make the buying process easier for prom-goers but also encourage them to spend more on additional products and services. Name your packages to add a touch of personalization and appeal, such as: The Classic Couple: Simple, elegant corsage and boutonniere set; The Luxe Duo: Premium flowers with intricate designs and high-quality accents; and The Trendsetter Pair: Modern designs featuring bold colors and stylish accessories.

Train Your Team

One of the most impactful steps you can take to boost sales is to train your staff on effective upselling techniques. Equip employees with the skills to confidently present all options and add-ons.

Start by teaching employees how to present all options and add-ons clearly and effectively to every customer, whether they’re shopping in-store, over the phone or online. Guide them to approach upselling as a way of enhancing the customer’s experience, not just increasing the order total. Train your team to listen to the customer’s needs, make thoughtful recommendations and highlight the added value of these options.

Daniel Fisher, owner of Fitz Design in Port Charlotte, Fla., a leading supplier in the prom accessories industry, emphasizes the immense potential prom season offers florists. Fisher advises offering a third item in every order to increase sales and create a cohesive look for the customer. For instance, you might ask: Would you like a matching floral hairpiece to complement your corsage and dress?

Update Your Website

Maximize your prom sales by creating a dedicated section on your website exclusively for prom designs. This section should showcase your offerings while making the shopping experience seamless for your customers. Include high-quality photos, pricing and customization details. Streamline the ordering process with easy online booking. Include clear details on colors, styles and pick-up times to minimize confusion.

Be sure to showcase pictures of your prom designs as well as the accessories, ribbons and wristlets you offer. Really talk up the quality of your accessories and the ability to customize a corsage with any accessory the customer might want.

Create In-Store Promotions

Set up a “prom bar” in your shop to provide an engaging and interactive experience for Gen Z customers. Showcase an array of ribbons, bracelets, gems, decorative wires and other accessories to let each prom-goer design a one-of-a-kind look. Today’s prom-goers want flowers that match their unique style and outfits. Highlight your ability to customize designs to complement dresses, tuxedos and accessories. Prominently displaying all your add-on options in a prom bar often leads to higher sales. To streamline the process and track inventory, bag the chosen items as they’re selected and pair them with the corresponding orders.

Enhance your prom bar with sample designs, including corsages, boutonnières, hairpieces, flower jewelry and other creative pieces. Showcase all the possibilities. These samples not only demonstrate trendy flower and color combinations, but they also highlight your artistry and give customers a clear vision of how accessories can elevate the final designs.

Flower jewelry—such as necklaces, bracelets, rings and anklets—is increasingly popular. Promote this trend by showcasing these types of designs in your prom bar and on your website and social media. It’s important to show consumers what is possible because most of them probably don’t even know these types of wearable flower designs exist.

Host in-store events to promote your prom offerings and drive excitement.For example, set up a “Prom Preview Night” where students can see and try on sample designs. Offer free consultations for custom flower orders. Make it a lively event that is appealing to your target audience. Think about playing music they may like and offering teenager friendly snacks. Make it fun!

Plan for Last-Minute Orders

Prom season can require a lot of skilled and labor-intensive design work in a short period of time, so organization, efficiency and speed are critically important. To maximize your sales and profits, ensure that you are prepared to take and fill as many orders as possible. Keep extra supplies on hand for students who are ordering at the last minute; you know there will be many. 

For shops dealing with labor shortages, consider Fitz Delightzz bracelets by Fitz Design. These bracelets come prepped with bows and are offered with or without rhinestone sprays. You just glue in fresh botanicals and whatever other accessories a customer might want. Fitz Delightzz are a great option if you’re looking to speed up design time, increase efficiency, reduce labor—or fulfill last-minute orders.

Leverage Social Media

Prom season is the perfect time to boost your online presence and connect with your target audience. Platforms like Instagram, TikTok and Snapchat allow you to engage directly with students. Meanwhile, Facebook provides the perfect avenue to reach parents who are often involved in the decision-making process.

Your social media strategy should go beyond just posting; it’s about creating an interactive, inspiring and shareable experience that captures the magic of prom season. By showcasing stunning designs, engaging with your audience and encouraging user-generated content, you can transform your online presence into a powerful marketing tool that drives sales and builds lasting connections.

Encouraging customers to share their prom flowers on social media can dramatically boost your brand’s visibility and engagement. Here are a few simple ways to make it happen.

Send a Personalized Thank-You Note: After the purchase, send a photo of the finished prom flowers to the client along with a thank-you message. Include a branded hashtag (e.g., #PromFlowersBy[YourShopName]), so they can tag you in their posts.

Include a Sharing Card: With every order, provide a small card featuring your shop’s social media handles and a call-to-action encouraging customers to post photos of their flowers and tag your business.

Create a Hashtag Challenge: Develop a unique and memorable hashtag for your prom flowers. Incentivize sharing by offering a discount on future purchases or a chance to win a small giveaway for those who post and tag you.

By making it easy—and fun—for customers to showcase their prom flowers, you’ll extend your reach to their friends, followers and beyond, while creating a buzz around your shop during the busiest season.

Content Ideas for Prom Season

Use your blog or social media to educate customers on how to choose the right flowers for their outfits and trends for the season. This positions your shop as a trusted source for all things prom.

Focus on the experience: prom is about making memories. In your marketing materials, emphasize how your flowers contribute to this special event. Highlight the emotional value of your designs—how they complement outfits, enhance photos and add to the magic of the evening.

Showcase your designs by highlighting trendy corsages and boutonnieres and other prom designs on your posts or stories.  Highlight trending colors, materials and accessories, such as metallic ribbons, rhinestones or eco-friendly designs.

Create short, captivating videos showcasing floral techniques and trending looks to significantly boost your visibility and engagement. For example, you canmake videos demonstrating how to style various floral hairpieces, such as crowns, clips or combs. Include tips on flower selection and securing the piece for different hairstyles. Show viewers how to pair floral hairpieces with specific outfits, makeup or accessories. You can offer guidance on how to properly attach and wear boutonnieres, catering to different attire styles, such as lapels or pockets.

Use vertical video for mobile-first platforms and horizontal for more traditional channels.

Focus on good lighting and clear visuals. Close-ups of intricate details are especially important. Encourage viewers to book consultations for custom floral accessories or purchase ready-made options.

Increase engagement with interactive content. For example, run polls (e.g., “Vote for Your Favorite Corsage Style”) or host contests, such as a giveaway for students who tag your shop in their prom photos.

Finally, use strategic hashtags to gain visibility. Incorporate prom-related hashtags like: #Prom2025, #PromFlowers, #CustomizedCorsages. These tags make it easier for local students and parents to find your business.

By leveraging creativity, social media and strategic partnerships, you can turn prom season into a thriving period for your business. Start planning now to make the most of this exciting time!

Post Ideas

Showcase Popular Styles

Post Idea: “Trending for Prom 2025: Elegant corsages, vibrant boutonnieres and unique hair flowers!  Which style is your favorite? Comment below! #PromFlowers #TrendingNow”

Visual: A carousel post with photos of your most popular designs or a collage of different styles (traditional, modern, boho, etc.).

Color Matching Inspiration

Post Idea: “Finding the perfect match 🌈! Whether your dress is bold red, sleek black or sparkling gold, we’ve got flowers to complement every color. 💐 DM us for personalized recommendations! #PromSeason”

Visual: A grid or reel showing corsages and boutonnieres matched with different dress/tuxedo colors.

Behind-the-Scenes Content

Post Idea: “The magic happens here! ✂️🌿 Watch as we craft custom corsages and boutonnieres designed just for YOU. 💕 #BTS #PromPrep”

Visual: A time-lapse video of your team designing prom flowers or arranging blooms.

Prom Packages Announcement

Post Idea: “Bundle up for the big night! 🎉 Check out our prom packages: corsage + boutonniere starting at $XX. 🕺💃 Order now and get ready to shine! 🌟 #PromPackages #FloristDeals”

Visual: A graphic listing package options with enticing photos of bundled sets.