Many people think they know what a florist is, but believe me only florists know what a florist is. Ask a street full of people what a florist is and every kind of answer springs up. For the upwardly mobile it’s a trendy occupation adding two flowers and a leaf to a vase that makes mega bucks, to the middle aged businessman whose wife is awfully good with flowers it’s a hobby pursuit, to the school careers officer its something you do when all else fails, but most people think its akin to a checkout assistant in a supermarket. All of course are totally wrong.

Even the dictionary definition, ‘one who deals or grows flowers’ is barely right and from youngsters coming into the industry to people who join floristry as a second career its mind blowingly different from their expectations.

Like all professions there are many levels at which floristry can be achieved from just wrapping bunches of flowers to creating exquisite works of natural art, but mainly a florist is expressing their customers emotions whether it’s an ostentatious expression of love, a single sunny flower of greeting or a message of sympathy. The simple truth is that there would be no sale if emotions were not involved. A florist sells dreams and aspirations; the look of the design must convey the customer’s sentiment to achieve satisfaction and a return visit.

The great thing about being a florist is working with the most phenomenal natural product, flowers, which are so diverse that every day is different but also most flower shops are small independent outlets where a sense of family, loyalty to employees and commitment to customers are the priority.

There is joy when the first box of Scilly Island Narcissus arrive with the intoxicating scent of spring, there is laughter and excitement when a new Dad arrives bursting to tell total strangers about the complicated birth and how exhausted he is, never mind his wife, of course he wants a huge bunch of flowers to say, “Thank you darling.” When Mrs Mason recently lost her dog friends bought her a sunflower plant to cheer her up and a bride with her mother are in the shop exchanging heated words about the most appropriate buttonholes for the forthcoming nuptials. Diplomacy knows no bounds for florists.

So what strengths are needed to become a florist, there has to be a love of flowers and an artistic desire to create, the capacity to communicate ideas both visually and verbally and connect with the customer on a daily basis. Floristry is all about meeting deadlines, the funeral will not wait whist the florist fiddles about with the floral tribute, so time management and the ability to work under pressure is essential. Tenacity is probably the most important factor for a would be florist, sometimes it can be back breaking work, in cold conditions and at peak periods such as Valentines Day and Mothers Day the hours are long.

Multi tasking is not some new found experience it was invented by florists and it’s what a beginner can expect, a flower shop is not the place for quitters or the airy fairy half hearted. Its commitment with a capital C.

Like all creative businesses floral trends change continually it’s a constantly shifting environment and florists must be receptive to new ideas and quick to react to the latest design style to stay on top of the pack. Many florists go on to open their own businesses where not only floristry skills are important but also a high degree of business acumen is essential, being a good florist alone is not enough to run a successful business.

If you have a rosy view of life in a flower shop then disillusionment will soon set in. Firstly you will never make a fortune working as a florist it is comparatively low paid and generally this is why people leave the industry. The hours can be long, the work physically challenging, and there is the chance of repetitive strain injury.

Having said all that once the floristry bug bites you will never want to do anything else because the rewards are not monetary ones they are the riches that come with expanding your knowledge, creating natural designs, helping people in times of difficulty and joy, and going home at the end of the day fulfilled and longing to get stuck in the following day.

If you want to know more about floristry qualifications here are some helpful websites:
www.lantra.co.uk
www.societyoffloristry.org
www.britishfloristassociation.org

Copyright © 2008 Lynda Owen. All Rights Reserved.