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Editorial

136 posts

Original reporting, expert insights, and in-depth features created by our editorial team to inform, inspire, and elevate the floral industry.

What Customers Really Notice About Your Flower Shop—and Why Storytelling Helps Sell More Flowers

Customers may come for the flowers, but the story, feeling and experience behind them can inspire them to buy.
Photo by Laurie Petrausch and Lechner Floristik

The Advent Wreath

To spark early design inspiration, we explore the crown jewel of Germany’s Christmas floral traditions and other festive holiday customs from Europe.

Australian Floral Consumer is Highly Selective Under Budget Pressure

For floral leaders, the opportunity is to reposition flowers from optional décor to emotional utility.

Gifts That Keep on Giving

Corporate opportunities for florists abound during the holidays. Start planning now.

Unveiling the Secrets of Color: Exploring the Fascinating World of the Color Wheel

Unravel the mesmerizing secrets of the color wheel – from primary hues to captivating blends, discover how colors shape our world in fascinating ways!

A Winter Florist’s Discovery in Paris

Following a three-day immersive workshop at Madrid Blooms, skipping Paris was never an option before heading home to Perth.

‘Floral Robin Hood’ Gives Second Life and Beauty to London’s Floral Designs

The Flower Bank offers an opportunity for floral designs to be rescued and reused for a second life before discarding them completely.

The Return of Vintage-Inspired Floral Design

Vintage floral design is making a comeback, giving florists fresh ways to blend nostalgia, romance and modern creativity.

Elevate Holiday Decor with Designer Ribbon

Designer ribbon stands apart in the details. Rich textures, intricate embroidery, metallic accents and rich, saturated color all contribute to a more polished, finished look.