A lush floral arrangement truly shines when it features a rich variety of colors and blooms. The same holds true for our communities—diversity brings beauty and strength. June, recognized as Pride Month, is a time to honor and celebrate the achievements of LGBTQ+ individuals, including those who identify as lesbian, gay, bisexual, transgender, queer and beyond. It’s also an ideal moment for wedding florists to revisit their business contracts and marketing materials. Here’s how you can ensure the language you use is inclusive, accepting and reflective of all couples.
“Inclusive language is about thinking, ‘who am I leaving out in my marketing?’ and [sending] a message to potential clients that they are safe and welcome,” explains Boston-based Julian Kane, owner of Althea Floral Design. A floral designer and educator, Kane focuses on inclusivity for florists. In a recent podcast with Theresa Sullivan, a copywriter and founder of Little Flame Creative also in Boston, the two discussed the importance of wedding florists using language that’s receptive to all.
“I see many wedding vendors who don’t even realize they’re accidentally turning clients away, all because their website copy and inquiry forms don’t use more inclusive language,” says Sullivan. “These are affirming vendors who would genuinely love to work with queer couples and people with different identities. Small changes can make sure that incredible clients don’t slip away just because your words inadvertently created a barrier instead of a bridge.”
When celebrating one of the most important days in your clients’ lives, it’s essential that every couple feels accepted and seen. With just a few thoughtful and inclusive updates, you can make certain that your flower business reflects the welcoming, joyful spirit that all couples deserve as they plan their big day.
The Wedding Party
The commonly used term “bridal party” puts the focus on the bride, rather than on the couple as a unit. Beyond the implication that there is a bride in the wedding (which isn’t always the case!), this language erases the presence of anyone having input besides the bride. With a simple shift to “wedding party” the language becomes welcoming to all couples, whether LGBTQ or not.
Kane also recommends the term “newlyweds” for clients because it celebrates the excitement and newness of a couple planning their ceremony. A term that celebrates both individuals in the couple is a fun way to get everyone involved. Even within a heterosexual relationship, the groom’s opinion is often overlooked during the planning process. Using “newlyweds” opens the door to soliciting input from the couple as a unit, as opposed to assuming one individual within the couple will handle the decision making.
We florists may be biased, but we think that flowers are one of the most fun parts of the wedding to plan—and that everyone should get equal say. Personally, I’ve found that when I open the door in my consultations and encourage the groom in heterosexual couples to get involved, they often surprise themselves with how excited they are to offer input.
Attendants
Also, within the wedding party—as traditional sensibilities shift—there is a mix of genders that stand on either side of the couple. This prompts a move away from the terms “bridesmaid” and “groomsmen” and celebrates even more the inclusive, catch-all phrase of wedding party, attendant—or even personalized phrases such as “Man of Honor” or “Best Woman” for gender-mixed wedding parties. Every wedding is different, so crafting your language in your consultations and contracts to be simple and unassuming is a great way to begin. Then you can follow your couple’s lead and adjust the phrasing to represent their ceremony and wedding party, creating a personalized experience for each couple, without awkward assumptions. In addition, this presents an opportunity to get creative with personal flowers. By approaching each design with an open mind, the possibilities become endless allowing you to experiment with fresh ideas that reflect the unique style and preferences of each member of the wedding party.
Inquiry Forms
Depending on your business, the inquiry form on your website often is the first impression that potential clients will get of you and the energy you bring to your floral design. So, take note if your intake form asks for the “Bride’s Name” and “Groom’s Name.” This language may potentially alienate an LGBTQ couple. Instead consider a simple switch to “Couple’s Names” to avoid any undue assumptions or a sense of unwelcoming attitudes. In fact, think about other areas of your website—your “About us” and “Services” sections, for example. Consider using the term “couple” in place of bride and groom there too. This is not to say these words should never be used. Instead, it’s merely a suggestion to reserve them for specific circumstances, such as on a blog post or a social media post about a couple that happens to be a bride and a groom. Also, asking for an inquiring couple’s pronouns and including your own in your email signature is a friendly, easy way to make everyone feel included and comfortable.
“Your website copy can be a make-or-break moment for potential clients,” notes Sullivan. “When you’re using more inclusive, open-ended language, people can see themselves reflected in your words, which creates an immediate spark of recognition and excitement. They’re not left wondering or worried about whether they’re welcome in your world. Instead, they can just go straight to the excitement of picturing what it’ll be like to work with you, and then inquire!”
Pop that Bubble
In the interest of expanding your base—both with clientele and from where you draw inspiration—it’s important to examine the bubble in which you exist. It’s easy to find yourself nestled in a place of like-minded people and creatives with similar vibes to your own. To grow and expand, check in with yourself. Are you are pushing into broader spaces with wider experiences and perspectives? Creativity thrives best when you have an open heart and mind. In fact, some of the greatest client collaborations begin with this receptiveness and inclusivity.
Perhaps as you’re reading this article, you realize there’s more you’d like to do to embrace diversity and inclusion. If so, a great place to start is by reaching out to wedding planners and other vendors that specialize in LGBTQ nuptials to collaborate or exchange ideas. Browse Instagram and other social media platforms to find creatives who are pushing boundaries beyond the traditional to draw inspiration. Community, collaboration and inclusion are key to a healthy, strong flower industry. These quick check-ins can help ensure that you’re showing the world what’s at the heart of your business. A wedding company should be one of celebration, love and never taking for granted the magic that we get to be a part of as florists. It is an honor and privilege to design for weddings of all types, so let’s all grow together by taking a few simple steps.
1 comment
Inclusivity in wedding planning is so important. Did you have any specific examples of how to be more mindful?
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