Editorial

Go For the Gold This Wedding Season

Allow me to state the obvious: weddings are a lot of work. I’ve always known this, of course, but only recently—as I’ve started to plan my own nuptials—have I appreciated the hundreds of little details that go into the big day.

Of course, I have it pretty easy, aside from footing the bill. My only responsibilities include deciding what I like and communicating these desires. You, the vendor, have the real arduous task of actually bringing a bride’s vision to life. I can only imagine the hours of work, both mental (creativity to design something stylish and personal) and physical (wiring corsages and boutonnieres; hauling buckets, tables, vases, and boxes and boxes of flowers; climbing on ladders to install hanging elements; hanging around until the wee hours of the morning to break it down and pack it all up). I’m sure, in the moment, when you’re slaving through the above list, you’re keenly aware of how much value you bring to the wedding—and perhaps thinking, I’m not getting nearly enough money for this.

Over the past eight years, I’ve spoken with countless florists who acknowledge they let a number of factors, from fear to guilt, influence their pricing. They undercut themselves because they’re afraid of losing business to a cheaper florist across town or they find a bride-to-be so sweet that they’re determined to give her the moon, even though her budget barely covers a star. As a result, they never realize their profit potential and they grow resentful for being overworked and underpaid.

Pricing aficionado Mark Anderson, founder and senior developer of FloristWare, understands these human tendencies and wants to empower florists so they’re better prepared to resist them. In his feature, “Advice for Event Pricing,” he offers specific strategies that appeal to brides at either end of the budget spectrum and why you can (read: should) charge more for the most popular wedding dates of the year.

On a similar note, Ryan O’Neil, co-owner of Twisted Willow in St. Louis, Missouri and founder of Curate (formerly known as Stemcounter), argues that volume might not be the route you’d like to go. Taking every wedding that comes your way might mean never taking a weekend off, robbing you of valuable family time and opportunities to recharge. A desire to travel propelled the O’Neils to slash their number of accepted weddings, while a need to eat and pay bills forced them to target a high-clientele. In his article, “Four Keys to Moving Up Market,” he explains how he promotes Twisted Willow as a premier florist that discerning clients with deep pockets seek out.

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Additionally, you’ll find a roundup of the latest bridal trends, and details about one of the industry’s most iconic brands, David Austin Roses. We’ve also addressed issues including social media etiquette at weddings, how your workplace culture attracts or appalls prospective clients, and what our very own Neville McKay, CAFA, PFCI, would choose for the forthcoming wedding of Meghan Markle and Prince Harry.

And be sure to check out details for our fast-approaching Business Forum, April 21. We can’t wait to see you in St. Catharines, Ontario!

Katie Hendrick
Katie Hendrick is the editor-in-chief of Canadian Florist.
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