In the last decade (ages 22-32), I’ve gone to something like 25 weddings. Compared to many people in my social circle, this number is nothing spectacular. I have plenty of friends who went to one or two weddings a month during their twenties. In fact, one accepted so many invitations that she had to subsist on peanut butter and jelly sandwiches to afford the massive amount of plane tickets and gifts! Yes, I got off easy.
Nonetheless, I started to find the ritual a bit repetitive: the entourage of attendants in knee-length J. Crew dresses in matching colours (always pink or green) but individual styles; a predictable playlist revolving around Beyoncé, the Black Eyed Peas, and Taylor Swift; and the ubiquitous hand-tied bouquet of roses and hydrangeas. I’m sure anyone who came of age in the 1980s equates that era’s nuptials with puffy sleeves, baby’s breath, and Madonna and Michael Jackson songs.
As I’ve grown up, so have wedding styles—or so it seems. Brides today are inclined to show a little personality and experiment with different styles, be it a dress with an intriguing neckline, an unexpected venue, or dramatic floral pieces. It’s truly exciting for the industry to see the winds of change afoot.
In these pages, we’ve delved into the style shift, namely the newfound appreciation for large, intricate bouquets (literally) fit for a queen. Contributing writer Michelle Brisebois interviewed internationally renowned trends guru Michael Skaff, AAF, AIFD, PFCI, to learn what’s driving this interest and how it manifests in four different types of weddings. Check it out in “Cascade Craze” (p. 12). Another request you may start hearing more frequently: domestically grown flowers. In “Canadian Flowers for Canadian Brides” (p. 22), guest author Christine March digs into this preference and introduces several Canadian flower farmers. You’ll also find advice on how to woo prospective clients with your consultation room in “Setting the Stage” (p. 14), protocol for prepping flowers for the big day (p. 25), and levity from the inimitable Neville MacKay, when wedding season has worn down your sense of humour (p. 34).
Weddings aren’t the only events highlighted in this issue. It’s been a remarkably busy spring for Canadian floral artists with major shows and competitions, such as Fleurs de Villes, Canada Blooms, and the Maple Leaf Design Cup. You’ll find coverage of all three.
We’ve rounded out this information with strategies to improve various segments of your business, including social media marketing (p. 16), sales (p. 24), delivery pricing (p. 26), work-life balance (p. 30), and search engine optimization (p. 32).
But the learning doesn’t stop there. For even more education be sure to join us May 29th in Vaughan for our annual Canadian Florist Business Forum.Canadian Florist Business Forum