How do you innovate in your flower business? I’ve heard veteran designers say countless times: what’s old is new again. But how do you reinvent or reimagine your work to maintain your creativity and stay current? What keeps you excited about what you do? It may sound like a big question to ask—how do you stay relevant? But innovation and adaptation are essential to long-term business success.
As trends come and go, styles change and customer buying habits evolve, a thriving business must evolve and grow with them. From practicing new mechanics and design techniques to learning new technology, florists are always trying new things. While keeping up with the times (and the competition) is crucial, it’s equally important to avoid overspending along the way.
Incremental overspending, aka cost creep, eats away at profitability and hampers the ability to feel excited about your work. To avoid cost creep, start by making smart decisions when purchasing flowers and supplies. That means setting a profit goal and adjusting recipes to suit both budget and style.
You can begin to innovate your design process by using what you already have. Create with the supplies in your inventory, the natural elements around you or the flowers you have in stock in your cooler. Innovation doesn’t only come from investing in something new! Take note of what you have access to and try to see it with fresh eyes. How can you use this material (a flower, a container, a ribbon) differently?
You can also simply scale back on the number of stems you use in your designs. Yes, I said that! You don’t need to overstuff or use 10 different flower varieties in every bouquet to be a good designer. In fact, good designers know how to create visual interest without a lot of product. Almost anyone can make a big vase full of flowers look pretty, but it’s the editing and placement of specific blooms that makes a professional design feel balanced, harmonious or dynamic.
Consider the elegance and artistry we associate with ikebana, for example. While using very few elements with intentionality (and spirituality), a high value design is created. On the other hand, looking at social media, there are so many “flower heavy” arrangements that look lush and full, but what about the artistry involved? Does each stem have proper placement and visibility? And what is the profit margin on these luxury designs?
Judging based on the ingredient list alone, one might assume the goal should be to create similarly impressive arrangements that are filled with high-end flowers for events or everyday deliveries, too. However, if a florist charges $250 for one of these luxury centerpieces, but they overfill to deliver a “perceived value” that meets client expectations, they are losing out on profits.
If we’re being honest, should that $250 centerpiece actually be $325 when you do the flower math? Undercharging by $75 per arrangement adds up quickly when you have 20 centerpieces. That’s cost creep moving at full speed. The solution here is to either raise the price to $325 or make changes to your floral recipes to maintain a similar size and style, while embracing more negative space and using fewer flowers or less expensive stems.
This is where an understanding of flower varieties—along with the elements and principles of design—comes into play. When you’re designing, it’s easy to become so immersed in your own work that you forget you’re actively applying these techniques. Even as we pursue our own innovations, both new and experienced florists benefit from remembering to use the elements and principles of design!
The elements of design are your building blocks or structure of your arrangement, which include space, line, form, size, texture and pattern. The principles of design are guidelines on how to use the elements, including color, balance, contrast, dominance, rhythm, proportion and scale. Florists, as well as artists of all kinds, practice using these elements and principles in their design work.
If you want to maintain your brand position or elevate your design style, keep several factors front of mind. What materials do you already have access to, and how can you use them in new or creative ways? Can you use fewer flowers to create a beautiful design without overspending? How do you apply the general rules of the elements and principles of design that artists—and nature—follow? How do you highlight, challenge or break those rules to create your brand’s signature style?
Stay enthusiastic as you look for ways to evolve and stay competitive in your local market. Innovation in your business doesn’t have to mean investing. Remember that sometimes less is more and following this season’s latest trend isn’t always the best option for your business or your design style. (And it’s rarely a long-term strategy.) You may have some old tricks that you can repurpose or reinvent to create something new. If you avoid cost creep, you’ll be able to turn a profit while you’re growing your business and your design skills, too.
About the Author
Alison Ellis is a floral designer, educator and the creator of Flower Math, the online pricing course for florists. With more than 30 years of floral design experience, Ellis has been teaching floral designers and flower farmers how to price for profit and book great clients for more than a decade. Learn more about her classes, coaching and free resources at Real Flower Business.
