Daan Kromhout Daan Kromhout Sundries with Daan Kromhout BV is one of the most prominent wholesale businesses in a difference the Netherlands and Belgium, and is about to expand into the UK. They specialise in sundries that are aimed specifically at florists, including the most amazing and unusual glassware and ceramics. We spoke to Daan Kromhout Jr about collection that is specialized for the his family’s business, and when you’ll be florist industry. able to buy their products: “So, in total a collection of 4000 “In 1982 my Dad and Grandfather products with everything in stock and started the company together. My an average of 80 new products every Grandfather did the sales, my Grandma week. This, and a fast-logistic process and two Aunts the picking process means that we can deliver every and my Father the deliveries. So, they order between 2-5 working days. started the company with five people and two vans; a real family business. “At this moment we have 10 selling trucks driving to florists “As the years passed by, the company in Holland, Belgium, France and grew to what it is now, a prominent Germany every day and we also sell company with 40 motivated people, through our webshop. This is where selling our products all over Europe. it gets exciting for UK florists. The new webshop is currently under “Our main aims are to offer florists all construction and will be going live over Europe a chance to have access around June this year, and will be to a good, solid and fast changing available for UK florists to buy directly collection of sundries. We have a from us. When the customer orders 1500 basic and a 2500 fast changing directly and works with a flower wholesaler we are associated with, we deliver through them but still with the same extra profits for the customer ’ “In terms of choosing our range, we have made a lot of business relationships over the past 35 years and we import our own products from all over the world. Because we have 10 salesman on the road, we are very close to the trends and ideas of how florists think and what they would like to see in our collection. “With this feedback, references and ideas from our salesman and customers, and more than 35 years of experience, we compile a collection with the best needs and desires for florists.” Keep a look out for updates on their Facebook page, Daan Kromhout & Zn B.V. WWW.BFAFLORIST.CO.UK 51
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Wholesale To advertise in the next issue of Importers and wholesalers of Fresh Cut Flowers, Pot Plants and Floral Sundries BFA • Competitively priced Contact one of our Euromedia representatives on • Fast delivery 01257 267677 • Huge range of different flowers, plants and sundries • Order at home in your own time Tel: 07794 510059 Mobile: 07951510000 Email: [email protected] or [email protected] 13 Buckingham Square Wickford Essex SS11 8YQ WWW.BFAFLORIST.CO.UK 55
The Business of Branding Sian Wild BFA Retail Manager The Business of Branding We’re lucky to work in such a creative industry. Using our skills on a daily basis to design inspiring pieces of living art. Like many florists I pride myself on my eye for design and love to be innovative, but flowers are one thing, the business of branding is quite another!! It’s taken me a while to build my brand So, if your brand is credible (and a little Some of the florists that I think portray and it’s a continually evolving thing. Only irresistible) your customers will follow, their brand well are Jay Archer, Eden last year we went through a total re-brand; if it’s confused and your customers are Blooms, Mud Urban flowers, Geo fleur everything from the logo, to the website, baffled by your brand, then they will go and Swallows and Damsons. Who inspires our packaging, message cards and even elsewhere. you? the shop underwent a total renovation. Phew! Whilst this level of branding isn’t If it’s time to review your brand, then 3. Stand out from the crowd always possible for every florist, it is here’s some of what I’ve learnt along the Your brand needs to be true to you, important to give real thought to how you way... but it must also be different from your present your business to the outside world. competitors. Think about what sets you And, who knows your business better than 1. More than just a logo apart from others and what does that you and has the creative skills to do it!? When you think about your brand, you look like? Most florists have a website, so really want to think about your entire in this virtual world, anyone can come Your brand reflects who you are, what customer experience. Everything from your knocking on your virtual door at any time. you believe in, what you offer and why logo, your website, your social media, the So, if you’re interested in a business with you do what you do. And, of course, why it way you answer the phone, to the way customers, you’re going to want a brand matters. I like this quote from David Taylor your customers experience your staff. because without it, you lack an identity and of The Brand Gym: “A true brand has will struggle to stand out in the crowd. four characteristics. It’s known through 2. Be Inspired! its name and symbol, it is trusted, and it Take a look at what other florists are doing. appeals to both the head and the heart.” What do you like? What do you dislike? 56 WWW.BFAFLORIST.CO.UK
The Brand of Floristry 4. Be Consistent and recommendations are the best way Now, I know it’s easy to say all these People like things they are familiar with. to generate business (and it’s FREE things and that creating your brand can If your branding is consistent and easy to marketing!). So, capitalise on this with your seem overwhelming; I’m certainly still recognise, it can help people feel more own strong brand – once you have it in learning and trying to live my brand every at ease and more likely to choose you! place, it’s the gift that just keeps on giving! day! But I can see how it has motivated This consistency applies to everything, my staff, given them a sense of direction from the colours you use, to your style of and something to be proud of. Equally, our photography and the language you use to customers are responding well to our new communicate your products and services look and the feedback has been great. It’s to your customers – whether that’s on been worth it. email, letter, social media, website and even in person. Is everything telling the My final (and perhaps most important) same story? tip would be to surround yourself with a good team. Building a brand isn’t a one- 5. Time to spread the word man-or-woman job! Figure out who you People love to tell others about the are and then work with great people who brands they like. We wear brands, eat can help you bring it to life. Good luck! brands, listen to brands, and when we’ve had a good brand experience we can’t help but tell others about it. Referrals WWW.BFAFLORIST.CO.UK 57
Expert advice from Cara Cousins Cara Cousins FloristPro Marketing Manager Get it in the diary Take back control of your marketing with a content calendar With Digital Marketing set to grow it’s even more vital for small businesses in 2018, but having the time and ideas to create effective content for your Social Media can be tough—as most business florists know there just aren’t enough hours in the day! So what can you do to ease the pressure on you but still have engaging content for your audience? By far the most popular and effective post and ensures you are consistently likes, shares, comments you received approach with small businesses is engaging with your audience online. per post so can analyse which styles using a monthly social media content work best for your business, calendar. Used to provide a clear The website Hootsuite has some month overview plan, you can rest great example content calendar assured you won’t miss a key marketing templates you can download and use DON’T FORGET… event again! for free —or you can create your own Facebook has some strict policies in version in excel. place relating to business pages and The calendar will ensure you are specifically promotions or competitions. posting on your social media channels, In your calendar it is great to include the content you are posting and when. the following columns; date, time, As part of the policy you must not By planning ahead, it helps take the channel (Facebook, Twitter), type of ask users to do anything that involves stress out of trying to think what to content. Another handy column is their personal timelines or friend engagement - you can note how many connections. 58 WWW.BFAFLORIST.CO.UK
Facebook do monitor business Expert advice from Cara Cousins page activity, and have been known to close down an account not WHAT IS HOOTSUITE? adhering to the policy. Hootsuite is a free online tool for businesses. It is a social media • Like Your Page management platform that allows users to see all their social media • Comment on a Post channels in one dashboard, schedule, post and reply. •Post to your Facebook Page • Check-in to your business With a free account, the user can manage up to 3 social profiles (choosing What you cannot ask your fans to from Facebook, Twitter, Google+, Instagram, LinkedIn, WordPress . do: • •Share a Post on their own personal timeline • Share a Post or page to their friends • Tag friends in posts WHAT CAN I POST ABOUT? Using a mixture of content (depending which social media channel you are using) is great to attract different audiences. For example you could use a mix of blogs, images, helpful advice and short videos. There are the obvious key reminders (Valentines, Mother’s Day, Christmas) which you can start building up around 6– 8 weeks before the date. A great way to encourage engagement with your audience, snap up a few early orders and be the name everyone is talking about when it comes to ordering. How else can you keep customers engaged with your brand online? You can use a mix of other talking points online to keep customers engaged and up to date with your business — encourage them to comment and don’t be afraid to comment back. Don’t forget to pop your website link on every post to make it easy for people to order with you! • Wedding flower tips • National Flower Day • Team news • Name the Bouquet competition • Flower care advice • Sharing a customer review • Gift Guide ideas WWW.BFAFLORIST.CO.UK 59
British Flowers Week British Flowers Week is back 18 – 24th June British Flowers Week (BFW) is the annual celebration of British flowers and the UK cut flower industry. Now in its sixth year, the event is all about sells British flowers. And if your wholesaler Here are a few of their tips: promoting British flowers, their growers doesn’t? Ask them why and see if you can and the independent florists working with get them to start and stock them. 1. Join the conversation with them. The fabulous team behind BFW #BritishFlowersWeek is New Covent Garden Market, London’s Social Media hashtags In 2017 #BritishFlowersWeek reached famous wholesale market and Flowers Use the hashtags #britishflowersweek 8.7 million people on Twitter and over 2.7 from the Farm, a network of around 500 #britishflowers #britishgrowers million on Instagram. Florists and growers artisan cut flower growers all over the UK #grownnotflown on social media to were tweeting alongside The RHS, Country working to promote British cut flowers and connect to the campaign and make Living, Gardens Illustrated, Homes & get local blooms back in every vase. it easier for people to discover your Gardens, GQ, The Daily Telegraph and The content. Hashtags help with visibility Daily Express to name but a few. It goes without saying. Buying British and engagement so you’ll be gathering is the best way to support the campaign followers while you’re promoting British The aim is to smash last year’s record and back local growers. Not just from flowers. Mention @MarketFlowers in your and you can help simply by using the 18-24 June but all year round. Buy from tweets and grams too to let them know hashtag #BritishFlowersWeek on Twitter, the specialist wholesalers at the Flower what you’re up to and they might even Instagram and Facebook in all your British Market at New Covent Garden Market, a share your posts. Flowers Week posts. grower from the Flowers from the Farm network or a local supplier that you know Get your Free British Flowers Weeks 2. Make an event of it tags and posters Get involved by organising your own The Paper Studio will once again be British Flowers Week events with other providing FREE Union Jack tags and local florists’ or growers’ networks and let posters to put on your flowers and in your us know what you’re up to. The team will shops. Not only that, they will personalise post what you’re up to on BFW’s website them with your business logo and details! and spread the word as part of our media Go to www.thepaperstudio.co.uk/ campaign. Simply email your events and britishflowersweek to request yours now. information to [email protected] Florists’ toolkit 3. Fly the flag New Covent Garden Market has put You can get FREE British Flowers Week together a toolkit of ideas and resources to gift tags and double-sided A3 posters from help you make the most of British Flowers The Paper Studio. They highlight to your Week for your business. Everything can be customers which flowers are British. If are found at www.britishflowersweek.com faced with the option to buy British, lots of people do. Simply order online at: www. thepaperstudio.co.uk 60 WWW.BFAFLORIST.CO.UK
British Flowers Week what you stock, and offer your customers the option. You may be surprised by the reaction you get. Listed below are some reasons to buy British. Why not use these in your marketing emails and on social media to get selling British flowers during BFW? 1. Not only do British flowers usually have a better scent than imported ones, they will be fresher and last longer. Minimum distance means maximum vase life. 2. British grown are excellent value for money. When they are at their seasonal high, quality goes up and price comes down. 3. You will be supporting local industry, keeping farms happy and encouraging wildlife and biodiversity. 4. British flowers and foliage show the The British Flowers Week flag is also 7. Dress your window to impress seasons to the best. You can buy what’s free and quick to download. Why not post Get creative and glam up your shopfront looking good in peak season rather than it on your website, attach it to your email with an eye-catching British Flowers Week what’s looking OK all year round. signature or use it on flyers and posters? display. Stop those shoppers in their tracks 5. Customers love British. The public are Find it on the BFW website. and get them snatching up your British starting to question provenance and locally flowers. Downloadable logos and free grown for flowers as well as food. An 4. Fancy some media coverage? posters from The Paper Studio can help ethical movement we can all get behind. Let your local radio, papers and TV know you brighten up your window. what you have planned for British Flowers Happy British Flowers Week! For more Week! 8. Go corporate information visit www.britishflowersweek. Why not choose British seasonal flowers com and if you have anything you’d like There’s a media release template for for contracts and events in British Flowers to share, email [email protected]. And you. Simply download it, fill in your details Week? Get your clients involved in the don’t forget your social media hashtags: and get your local area talking British! story, download the logo and hand it out as #britishflowersweek #britishflowers postcards. Who knows? They might want #britishgrowers #grownnotflown 5. Stay in season to stage a British Flowers Week event with Fancy knowing what’s in flower when? you. Images by Julian Winslow for Then you will love the British Seasonal New Covent Garden Market Chart. It details the seasonal availability 9. Teach and preach (weather permitting) of over 100 British- To those flower schools out there: how grown cut flowers and flowering foliages. about organising special classes during British Flowers Week on designing with There are two ways you can get hold of seasonal British flowers and flowering your British Flowers Chart: foliage? Let’s show what amazing things 1. Order a free A3 double-sided poster from can be done with British flowers our friends at The Paper Studio 2. Download your own printable version What’s on? from the BFW website Keep referring to the ‘What’s on?’ section of the BFW website. Here will be listed all 6. Design a British Flowers Week bouquet the fabulous events that are happening all How about creating a special bouquet over the country. Email [email protected] exclusively for British Flowers Week? if you have an event you would like adding. Promote it on your website, on social media or in your shop. Consider making Why buy British? it a limited-edition bouquet, available only A question often asked by florists used during British Flowers Week. Remember to getting everything they need imported to create, photograph and promote it in from Holland. We’re not saying give up the advance of BFW. imports, far from it. We’re saying diversify WWW.BFAFLORIST.CO.UK 61
Schools and Colleges The Leafy Couture flower • instagram courses school is the brain child of • glue skills owner Sarah Richardson. She • bridal bouquets and her team are passionate • styled shoots about helping, nurturing and • large installation classes giving advice to anyone in We also offer one to one love with flowers! We have a mentoring for you to develop wide range of courses that are specific skills and boost your guaranteed to inspire any florist business. Visit our website and in taking a different approach book your class online at to their work including www.leafycouture.co.uk 62 WWW.BFAFLORIST.CO.UK
Schools and Colleges Helping students push their boundaries and develop their own personal style At Thrive floristry we love covering hot topics such to push the boundaries and as eco sympathy designs, encourage our students to no foam floral (from table develop their own personal runners, arrangements and style. Led by RHS multi Gold tieds), frames and structures medallist and author, Claire – creating stunning designs Cowling, you can be sure to for a greener and more learn plenty, create stunning environmentally conscious designs, gain new knowledge florist. and feel completely refreshed and inspired. For a full list of our workshop dates, please Claire’s work is forward visit www.thrivefloristry. thinking and heavily com or contact us: info@ influenced by her love of thrivefloristry.com or 01359 flowers and nature. 231009 We’re excited to launch our 2018 workshop dates, To advertise in the next issue of BFA Contact one of our Euromedia representatives on 01257 267677 WWW.BFAFLORIST.CO.UK 63
Jonathan Moseley Jonathan Moseley, British Flower Expert and Floral Designer Tantalising Tulips British grown tulips No flower can claim quite such an certainly worked hard to maintain this Tulips. People speculated on acquiring illustrious history as the Tulip; this symbiotic relationship. In fact, there is these new and exciting striped varieties, now familiar flower was by far the a whole tourist industry based around which actually existed due to an most prized possession within the the Tulip fields of the Noordwijk area outbreak of the Mosaic virus, spread by horticultural world, and even today of Holland. Tulips though are natives of Aphids which caused single coloured breeders are still working away to Turkey, and they were widely admired Tulips to have stripes or “flames” of create new and unusual varieties to by the upper classes of the Ottoman different colours. Back then they did tantalise our floral taste buds. For me Empire, India and Afghanistan long not understand that this process was Tulips are synonomous with late Spring before they reached their way into the happening due to a disease, hence they and I simply adore the way that there gardens of Europe. In fact the European specualted on the same colour breaks stems take on a whole new dynamic word Tulip is derived from the Turkish being formed by new bulbs. People as they twist and turn like flamboyant word tulbend or turban which was used from all social strata began to gamble dancers. In fact Tulips are phototropic, to describe the muslin head dresses on these bulbs and merchants created meaning they will, by nature continue which are in fact very similar to the a frenzy similar to the current Bitcoin growing in the direction of a light shape of the tulip. Tulips first reached mania. Entire family fortunes were source. The only way to attempt to keep Holland in the late 1500’s and were traded and a single bulb of the most a vase of Tulips vertical is to place them cultivated at the botanical gardens of desired Tulip the “Semper Augustus” in a room with balanced light sources Leiden where leading botanists from was the equivalent price of a Canal positioned equidistant throughout the throughout Europe were mesmerised House in the most fashionable district room and to rotate the vase regularly. and astounded by this flamboyant of Amsterdam. However, I embrace their twisted stems brightly coloured bulb flower. and love how a humble 20cm stemmed As with all speculative financial crazes Tulip can end its life with a stem that is In 1634 Tulip mania spread the bubble burst in 1637, and plunged double its original length! throughout Holland, and the ownership Holland into a financial depression. of Tulips became highly desirable, However this did not stop the Dutch For most of us the association with especially the broken or striped and their love affair with flowers. In art Tulips is Holland, and the Dutch have varieties which we call the Rembrandt “Flower Paintings “ by the Dutch school 64 WWW.BFAFLORIST.CO.UK
Jonathan Moseley of art became highly prized and desired to Holland. Our British Tulips as you and store in the cold and dark. Before throughout Europe. Holland became can see from the floral designs I have arranging them remove any lower the “nursery of the world” for cultivating made for this article are equally as leaves, as these quickly discolour and newly introduced plant species and as spectacular. British Tulips start to be deteriorate if below the water line. we know today the Dutch cut flower available from December through to markets are the largest in the world. mid-April. They are all glass house I can strongly recommend varieties grown, and the bulbs are given a period grown by E M Cole Farms, Redford April and May are the perfect time of refrigeration before their highly Flowers, Collinsons and Smith & for visiting Holland. Keukenhof (www. technologized life cycle begins. British Munson. Florismart UK’s buying keukenhof.nl)is a must see for florists! Tulips, in my experience are extremely portal brings the best British growers This former royal palace houses the long lasting and the often-humble small together, then we florists have the Dutch expo of the bulb world and flowers develop in to the wonderful reassurance that when we place the is arguably the most famous Spring brightly coloured flamboyant blooms order the flowers are freshly gathered garden in the world. Open until May that look so distinctly different from by the grower and are not sat around in 18th it offers florists a fascinating the innocent pointed little buds we are cold storage or within a wholesaler for opportunity to see the acres of colour greeted with when we first receive the days on end. blocked Spring bulbs grown in acres of order. stunning landscaped gardens. There So next time you work with the are floristry demonstrations and shows, Tulips always feature within the ranks illustrious Tulip remember its notorious history and one has to marvel how orchid exhibitions and a panoply of British grown tulips British grown tulips creative installations themed around flower varieties like Narcissi, Muscari, of the UK ten most popular cut flowers. the fascination with this Spring bulb Freesia, Alstromeria, Lilies and of They remain relatively inexpensive flower remains as universal as during course Tulips. During the Keukenhof and offer that wonderful connection its heyday back in seventeenth century take a trip to the Franz Hal Museum with Springtime even in the depths of Holland. in Leiden, (www.franshalsmuseum. Winter. Generally British tulips are sold nl) it displays its wonderful flower in wraps of 25 or 50 stems, straight or paintings and Dutch florists exhibit mixed colours. Upon receipt I prefer contemporary arrangements using to keep them wrapped in their paper gorgeous Spring flowers. If you have sleeve, remove 2cm from the base of the opportunity the Royal Dutch each stem with a diagonal cut, and palace of Het Loo (www.paleishetloo. place them into about 10cm of water nl) has an amazing collection of original with added flower food. I condition Delft Tulip Vases and spectacular them somewhere cool and dark William & Mary gardens. Amsterdam overnight. I find this way seems to help even boasts a Tulip museum (www. maintain stem strength and longevity. amsterdamtulipmuseum.com) and has You can easily retard the Tulips by a National Tulip day, on 20th January keeping them dry for up to 5-7 days when Dam Square is filled with 200,000 Tulips and visitors are able to pick 15 stems each completely free! The Dutch do so love their Tulips! However, I must also champion our British Tulip growers who grow these fascinating bulbs on a scale comparable WWW.BFAFLORIST.CO.UK 65
Smith & Munson Photographs by Hortographie Open Day at Smith & Munson British Flower Farm British tulip and lily grower Smith and Munson Ltd held an open day at their farm earlier this year, in collaboration with Sarah Richardson from Leafy Couture. The event was put together to give the opportunity to florists to see behind the scenes of a working British flower farm. Jo Munson, part of the family led Smith & Munson team said: “Well it was a first for us. It was a marvellous suggestion from our lovely friend, acclaimed floral designer Sarah Richardson, who owns Leafy Couture Florist and Flower School.” 42 guests attended the farm on what was a very cold but beautifully sunny January day. “We took everyone on a tour of the nursery to see the whole process from planting, cropping, bunching, and packing!” Explained Jo. “We served lunch in the glasshouse which is something we have never done before. We set up a long table all the way down the middle and it looked amazing decorated with our tulips amongst crystal candlesticks and vases provided by Sarah, with her creative tulip chandeliers hanging overhead,” Jo continued. A demonstration was then held by Sarah using the tulips from the farm. Sarah commented, “I wanted to show florists the amazing things you can do with British flowers, and the story that goes with them. Florists and growers travelled from all over to experience the magic of Smith & Munson. We can now understand all of the time and effort and expertise it takes to create such perfect products that we use every day.” The visitors saw the sun rise and the sun set over the tulip farm, and for some it was one of the highlights of their floristry careers so far. Sarah said: “The passion and dedication shown on the farm is overwhelming and inspiring. When you buy from Smith and Munson you are supporting British industry and a truly wonderful, hardworking family.” Find Smith & Munson tulips and lilies at your local wholesaler. www.smithandmunson.com www.leafycouture.co.uk 66 WWW.BFAFLORIST.CO.UK
The Society of Floristry Fund Tutors Workshop The Society of Floristry Training Fund Tutors Workshop The Society of Floristry Owen highlighted the criteria organised, informative The whole weekend was Training Fund held their third judges were looking for in and collaborative. A great relaxed and productive Tutors Workshop in January WorldskillsUK competitions opportunity for tutors to including structures on 2018 at Bicton College, and the qualities needed to catch up and meet new planted bowls followed Devon. The weekend course achieve a winning design. fellow tutors from various by necklaces and drilling was attended by 21 tutors colleges and discuss new techniques.’ from around the country. This year’s workshop skills and opportunities for started with Patrick Welch our students. WWW.BFAFLORIST.CO.UK 67 The SOF Training Fund giving an enlightening talk is a charity started in 1999 and demonstration on with a legacy from Doris planting. Laura showed Ware NDSF FSF who was inspiring designs and a founder member of the techniques including a Society of Floristry the fund planted design with a was restructured in 2010. structure, a necklace and a The SOF Training Fund aims form linear shoulder corsage. are to educate and motivate There was an opportunity florists to attain higher for hands on practise for standards of professional the tutors. The tutors’ floristry. Together with giving workshops are designed to educational bursaries the show new ideas and best fund also organises pop up practises that can then be instructive workshops to shared with students. reach as many florists as possible. It was a full-on weekend with all the tutors enjoying Every year the tutors’ the refresher course and workshop has targeted the chance to network with different areas of their colleagues. Sarah Hills- expertise. Generally Igynon floristry tutor from picking up on skills that are Bridgewater and Taunton lacking in competitors at college [Cannington Centre] WorldSkillsUK competitions said, and highlighting them. Renowned floral designer ‘A weekend workshop Laura Leong and supported by the Society horticulturist Patrick Welch of Floristry Training Fund presented diverse sessions with fellow tutors at Bicton aimed at modern techniques College in Devon. Fabulous that students of today need idea. Thank you to be familiar with. Lynda From our arrival to end, the event was well
WorldSkillsUK WorldskillsUK Floristry Competition WorldskillsUK competitions are one of Pre squad competitors Charlotte Hounsell, Jodie Remain and Elizabeth Newcombe the best kept secrets in our industry with training manager Laura Leong and Lynda Owen and perhaps the most misunderstood of all floristry competitions. The aim of Skills Show at NEC, Birmingham 15th- technical and design skills necessary to WorldSkillsUK is to promote excellence 17th November 2018. The Skills Show compete. and world class standards across a attracts around 75,000 people and is range of skills all geared to industry’s the largest skills and careers event in Team UK selection needs and floristry is one of these. the UK. In February 2019 every squad competes against each other in their The Worldskills competition is a global WorldSkillsUK Squad. own field to find the competitor who will event held every two years with fifty After the WorldSkillsUK National final represent the UK in the next WorldSkills skills, around 1,200 competitors and 55 up to five age eligible young florists are competition. This is a rigorous process countries represented. chosen to be part of pre-squad training. where clear benchmarks must be To be eligible for the WorldSkills UK achieved for the successful competitor. The journey starts with the squad this year the competitors had to The Worldskills competition is to be WorldskillsUK floristry heats which be born on or after 1st January 1997 held in Kazan, Russia in August 2019. are held in colleges up and down the and have competed in the National Once team UK has been announced the country each year. final. training continues and intensifies until they compete against the world’s finest • Entries are accepted from Back to basics and attributes competitors in their skill in Kazan. competitors who have achieved a full assessments. Level 2 BTEC or City & Guilds Floristry The pre-squad competitors this year Throughout the eighteen-month qualification within the last two years are Elizabeth Newcombe, Jodie Tremain, process the squad has the support and/or are enrolled in a programme of and Charlotte Hounsell and they are and dedication of a whole network study towards Level 3 or Level 4. currently undergoing back to basics of people, from administrators at training. This is held at Moreton Morrell WorldskillsUK headquarters, world • The heats are not age specific. College over two weekends with the class experts and training managers, Anyone of any age can enter and win squad manager Laura Leong and performance coaches and not least the WorldskillsUK National Floristry her assistant Lynda Owen. When the of all their families, colleagues and competition. assessments have been completed the employers. WorldSkillsUK squad will be announced • Entries are encouraged from in April 2018. Previous TeamUK competitors agree colleges and shops. that representing your country in Once the squad is in place then Worldskills is a life changing experience, • Registration has begun for the floristry training starts in earnest, it builds character and confidence to 2018 heats. From 4th March to 7th together with regular boot camps and stride forward in their chosen career. April. Register online at https://www. training sessions the squad members worldskillsuk.org/champions/worldskills- also have to show the discipline to plan, It simply is the opportunity of a uk-competitions/register-your-interest- practise and refine their skills in their lifetime. in-worldskills-uk-competitions-2018 own time. Performance coaches help motivate the UKSquad with the use of Date of WorldskillsUK heats Judges at the heats are looking for elite sporting training techniques and Thurs 3rd May Bridgwater & Cannington good basic techniques of floristry and methodology to develop enhanced Sun 13th May Reaseheath an understanding of the principles performance, personal wellbeing and Sun 3rd June Writtle and elements of design. Floristry stamina. Throughout the squad training Thu 7th June Moreton Morrell competitors are asked to complete the competitors have regular milestone Mon 11th June East Durham three tasks, one a design brought assessments to evaluate the floristry Sat 16th June Hadlow ready-made and two designs made at Wed 20th June CAFRE the competition centre. The manager of the UK heats and final competition is Sandie Griffiths and the British Florist Association are the official industry partner. The Skills Show. From the regional heats eight competitors with the highest marks go through to the final National competition held at The Skills Show. This year’s competitions are at The 68 WWW.BFAFLORIST.CO.UK
Institue of Professional Florists Sandie Griffith BFA Training and Education Director Why the Institute of Professional Florists I am often asked ‘why do we need a apprenticeship. professionalism. professional body’ and one of the main Because the IoPF is a professional Having achieved your professional reasons that we set up the Institute is to show the Department of Education, body, it has to be credible and new status, make good use of the Institute the Public ie your customers and your members are asked to load up their logo and the letters of your level of potential customers that our Industry qualifications onto the Skills Manager membership on your business cards are professional and not ‘just people to verify their status within two weeks or website. Unfortunately this privilege who play with flowers’. of joining. Membership certificates does not apply to students. and cards are not despatched until this For many years we have been procedure is followed. Members must Member - Level 2 Florist = MIoPF perceived as a ‘hobby craft industry’ or also regularly upload and maintain Senior Member – Level 3 Florist = ‘retail’. In fact we are at the start of an evidence of ongoing continuous SMIoPF occupational standards review where, professional development. Licentiate – Level 4 Florist = LIoPF once again, we are being tacked into Fellow – Level 5 Florist = FIoPF Sales, Marketing and Procurement. Members have the support of Team Academic Member – Level 3 Tutor Yes we do sell flowers, yes we need to Managers and Area Managers to help AMIoPF be good marketing people and yes we with their queries and any problems Academic Fellow – Level 5 Tutor = procure our product but where does of using the Skills Manager. Team and AFIoPF that title say anything about ‘our skill’. Area Managers also endorse skills and The fact that we take the product and keep members informed of any training We also welcome bench trained enhance/manufacture the product events or other information. florists into the Institute and we have into a design giving added value which criteria for all the levels of membership. requires professional technical skills is All this information can be found on We ask that you contact the IoPF Skills just not taken into consideration. the BFA website http://www.bfaflorist. Administration Manager at iopf@ org/IOPF_Team.aspx britishfloristassociation.org and she will Whilst writing the new apprenticeship advise you of which level to apply for. standard, I have been only too aware There is a wealth of ways that you can that it will be scrutinised to see if we can gain points for continuous professional So make sure you join now and fit into retail with floristry units bolted. development from taking part in become part of a growing recognised Hopefully, they will see from the draft competitions to attending FleurEx, standard for quality and a voice for standard that has now been submitted Vision and taking the opportunity today and tomorrow. that Floristry has professional of watching demonstrations and technical skills that deserve its own learning new ideas and techniques. It’s your Industry make sure it is an All of these pursuits keeps your fresh Industry we can all be proud of! and up to date and enhancing your WWW.BFAFLORIST.CO.UK 69
Nice is a four letter word NI CE NICE is a four-letter word Tim Huckabee is president of Floral Strategies, which provides small basket arrangements for her desk at work, filled with sales, service and POS system training to the retail and our best garden flowers in rich summer colours.” Then wait wholesale sectors of our industry. We’ve all heard it. When a for their response. If there is some concrete reaction for customer asks you to ‘make it nice.’ Here’s Tim on how to deal their statement, they will likely spill it: “Well last time I sent with it, so you don’t lose your cool: flowers…” and then you can reassure that you will handle this order differently. Or they’ll simply thank you, and then you Someone asking for a ‘nice’ bouquet. It’s a personal pet can close the order. peeve and drives me crazy! We’ve all heard (or worse, used) some version of this response to a customer: “We only do “Will It Be Nice?” nice on Tuesday.” That’s just corny sarcasm; it really doesn’t The second twist on the statement is a bit easier to decipher get to the heart of the issue, but I sure will! and resolve. Like “make it nice,” this question usually comes at the very end of a call – and that’s because the customer “Make It Nice” is second guessing what they spent and is considering The first version of the “nice” statement is usually thrown in as increasing the budget. Really. My response is very similar to a zinger at the end of a call. When customers say this, I bite what I recommend saying in reply to “make it nice,” but with my tongue, remind myself that the customer is king and try a twist: “Better than nice, it’s going to be beautiful! Again, to hear beyond their annoying (and unnecessary) demand. we’re going to send your sister one of our small basket When I do that, I hear concern, confusion or frustration. arrangements for her desk at work, filled with our best Perhaps on a previous order, the customer did not get garden flowers in rich summer colours. BUT If you want to what she expected and wants to make sure that this order make more of a splash, I suggest sending one of our medium will meet her expectations (concern). Maybe you didn’t do sized arrangements with even more flowers for a fuller look. a great job of describing the arrangement or failed to instil They’re price from X – Y.” confidence in the caller (confusion). Or perhaps the last time the customer ordered, they went to great lengths to In other words, very gently explain that what your customer communicate what she wanted, but felt like her wishes were chose is going to look great, but he can take it to the next ignored (frustration). size by increasing the budget. Plus, using the small / medium / large descriptors is an easy way to help the customer Your job: Try to flush out why they dropped the N word. visualise what he’s ordering. Trust me: This approach is Here’s my approach: “Better than nice, it’s going to be simple, powerful and effective. beautiful! Again, we’re going to send your sister one of our 70 WWW.BFAFLORIST.CO.UK
New Team Members The Florist’s Guide To New Team Members by: Ryan O’Neil // Curate.co (formerly Stemcounter.com) // Twisted Willow After weeks--or even months--you Louis Shop, Twisted Willow, and at a new team member is, most floral have finally found the perfect addition Curate. We are trying to teach new shop owners and managers hate to your team. They are an incredible team members all the daily processes bringing in new people for one floral designer, able to win over most and principles that are now second reason--the paperwork. So let us just any potential client in a consultation, nature to us--including key tenets get this all out of the way up front: or know the best customer service of our company culture, how we sign the contract, fill out any legal practices to keep a client happy market the company, special things forms necessary for them, discuss and leaving rave reviews. The truth we do to book new clients, and the the hours and how to log them, is, however, that no matter how 19 softwares we use to run our floral payment schedule, and what time off amazingly talented the new team studio. Today we are sharing our looks like (taking large events into member is, there is quite a bit of work detailed checklist for making sure new consideration). to be done before they are really part team members are on the same page of your floral business. as us. Don’t forget to give them a list of any desktop or mobile apps you may Over the past month, my wife, The Boring Legal/Technical Stuff use that requires a download--for us, Rachael, and I have been doing As exciting as the growth of having that includes Dashlane, Instagram, some new recruiting, both at our St. and Facebook Pages. We also find it WWW.BFAFLORIST.CO.UK 71
New Team Members helpful to offer a list of designers to follow Introducing Our Company Culture event to maintain our reputation. on Instagram to encourage personal Every floral shop is going to have a I cannot overstate how crucial it is growth and find inspiration for their own different and defined company culture designs. (even if you are just starting out). At that you define your floral shop’s team Twisted Willow, our company culture culture for new team members up front. Training on the various programs we use centers on the fact that we are in a near It’s only when a new team member is provided further on in our onboarding luxury business and our pricing requires really buys into the core principles of process but it is worth mentioning now. the best and fastest customer service we your own company culture that they will Our team members don’t only need to can give. thrive in that environment and feed into have access to the tools we use, but they the success of your team. If you don’t need to know how to effectively use them. Our first principle is GTD (Getting Things have them, get them. For us, these three We may be a bit biased but, for us, the Done). We had one lead designer at one core principles drive every aspect of our most important tool that all of our team point who would use the phrase, “I tried company and are expected to be seen members need to know how to use is my best.” Trying your best is lacking if consistently throughout each division at Curate. The core of everything we do is the arbor falls over because we failed to our shop. When they are not present, built into Curate from our preliminary set it up and test it before the wedding. team cannot be as efficient and effective in questionnaires, to the creation and The fact is that either something is done accomplishing our mission. After teaching pricing of the proposal, to the quickbooks or it’s not. As a team, we have a list of our core principles, we teach our new integration. We use Google Apps for our things that need to get done: following up team members some basic principles email and Google voice for our phone line. on leads, contacting clients, scheduling for each of our divisions: design, event We’ll use Pinterest from time to time but consultations, dreaming up designs, execution, administration, and sales/ for the most part, new hires know how to finalizing proposals, ordering flowers, marketing. use it and it’s a simple drag and drop from setting up events, washing buckets, plus Pinterest into our proposal software so we a plethora of office tasks. If a new team Design Principles don’t have to spend a ton of time teaching member is not going to be able to get When it comes to design, we need our them. things done, they don’t have a place with new team members to understand that us. We don’t want someone who makes our top priority is to make arrangement to One good point on the training side, be up excuses about why they were late fit the style the client desires and still look sure you’ve planned out ahead of time finishing a task or who simply completes good. Sometimes a client may ask for an what tools a person needs to use. They a task; our team is made up of exceptional over-the-top arrangement but only have a might not need to learn Instagram if they people who are willing to go above and very small window of time for setting it up. are one of your delivery team members. If beyond to get things done and who are Our priority is to develop a design that will they’re a designer, they need to have it so willing to admit when they don’t know fit their vision but still look incredible while that they stay up to date on trends. how to do something or communicate fitting all the other parameters needed. if there is a real issue with what they are This is less of a book study and more of Our Story working on. If we are to expect this from Our story and our company’s story is an them, we need to tell them up front. integral part of who we are. This was a hard point for me to personally learn. So We encourage feedback in every area many times I just expected that people of our shop. If there is something we are should just show up to their first day of doing that can be done better or more work and start working. But you need to efficiently, we definitely want to hear give them an opportunity to buy in. For a our team’s thoughts about it. However, team member to really understand why we once the project lead has made the call, do what we do and where we are going in we trust their judgment and go with it. the future, understanding where we have This encourages teamwork and allows come from is crucial. We want them to everyone to feel they have a voice and buy into our story and know that they are stake in the studio while giving clear becoming a part of that. In the process leadership and accountability for projects of explaining our story, we emphasize that need to be done. our mission of creating a unique experience for each client as we help Finally, we always remember that we are them #CelebrateForever. As our aim is to offering a premium experience for clients make a tangible and consistent difference with more flexible and premium budgets for each of our clients, we ask each new and how we present ourselves will always team member to look over our reviews reflect that experience. Often times, we will on TheKnot to get a sense of the various work with clients who are working with a things we have done to leave clients raving particular wedding planner or vendor we about our work. It’s at this point that we know well so we want to ensure that we shift the discussion from who we are and maintain a high quality in our connection what we do to how we do it. with each client and execution of every 72 WWW.BFAFLORIST.CO.UK
Onboarding new team members a hands on approach. Some people just proposals are a part of our administration. have defined standards for photos that are don’t have it. We’ve hired team members This also covers general administration shared on our Instagram and Facebook who had never designed florals before but of our company. Keeping the shop clean pages because we know that clean they had an eye for design. But rarely the every day and doing basic maintenance and professional pictures are what will other way around. such as fluffing pillows, checking the rug generate the overall premium vibe we and window cushions, and adjusting the want. Because our mission is a central Event Execution displayed vases keep us looking in shape in point throughout our onboarding process, Event execution covers everything during case a client decides to pop in. our new team members come to think of the week of the event. In training a new everything we do in terms of the standard team member, getting them used to our Sales And Marketing of excellence our clients expect. workflow is crucial. Whichever team The last division we have in our shop is in member is taking point on the event is sales and marketing. When we’re talking to Final Thoughts responsible for making sure everything a new team member about this, the most Onboarding a new team member really is done (again, re-emphasizing our GTD important thing to emphasize is that we is a tedious process. But we’ve learned principle). Because getting things done need to make sure the client has a fabulous from having several people rotate through with excellence is a priority for us, we don’t experience with us from very quick positions, it’s much better to address have an issue hiring some extra help to responses to their emails to an incredible all these logistics ahead of time than make an event come to life. We introduce experience in the consultation. We walk having to deal with a conversation later the new team member to everything we them through our entire process - even if in the relationship about why they aren’t do throughout the week of the event and they aren’t directly on the sales team. following up with client quickly enough. where they fit into that picture. With that in mind, we respond quickly When you break it down, as we have, Administration to new inquiries and do all we can to and focus on training the new team The administration portion covers most book qualified clients in the consultation member in one area at a time, it becomes all of the non-floral side of the business. (we qualify them by using the budget much more palatable for both you and We want to help the new team member calculator on our website). We also use them. It takes time, certainly. And honestly, understand that while their task may not Curate to create our proposals during it feels a little awkward the first or second be arranging florals or cleaning up after an the consultation because speed is super time you do it. Yet you gain an incredible event, there is a leg of our business that has important if you want to retain the team member retention rate and have to to deal with all the details. We’ve booked connection you had. train people less because you spent a little the client now we need to coordinate more time. everything to make sure our execution Our marketing efforts range from team can do tremendous. All the emails, wedding shows to our social media You might be asking: “What if we do all texts, and the twenty-second version of the presence. Throughout every marketing this training for them and then they leave?” channel, we recall our mission of offering The only thing worse is you don’t train a premium experience for clients. We them and they stay. WWW.BFAFLORIST.CO.UK 73
The Last Word The Last Word At the BFA we’re all mad about anything and everything to do with flowers and florists. Here we reveal our current obsessions, places we’re visiting and projects we’ve got on the go… TRACY TOMLINSON, ASSOCIATION MANAGER: Did you know that the BFA are working hard to get some answers on behalf of the florist trade about Brexit. We have met MP’s, visited Portcullis House, talked to Chairman’s and leaders of related organisations, surveyed florists, formed a round table Brexit group, asked a lot of questions, met, discussed, planned and worked hard for our beloved Industry. Watch this space as we progress. . SANDIE GRIFFITHS – EDUCATION DIRECTOR TRACEY For all Worldskills competitors entering this year’s round of heats, please make sure that you read the schedules, GRIFFIN, talk to your employer or tutor if you are unsure, look up definitions in the Professional floristry Manual and keep MARKETING practicing! Keep your eye on the Gold Medal as it could be yours this year at the Skills Show! MANAGER: I’m really looking SARAH CUNNINGHAM, EVENTS DIRECTOR forward to BFA Vision, it’s such a great Having had the privilege of travelling the length and breadth opportunity for us to all get together, of the UK moderating the Chelsea Heats Competition I can network and learn. We have an amazing honestly say I am always delighted to see florists competing selection of diverse speakers the and creating such stunning, intricate and imaginative designs. conference is going to so interesting. For those of you who have never tried competing the BFA have If you can get there for the Saturday organised Newcomer competitions for those with less than two afternoon, the photography workshop years’ experience. with Frank and Social Media workshop Take the plunge, hone your skills, meet other competitors with Hannah will be very insightful. We who are an amazing bunch of people who want to share their have cut price tickets for hotel rooms... experiences and get feedback from judges who share their hopefully you might even find an hour knowledge and give guidance to help you achieve excellence in for the Jacuzzi!! Book your tickets now Floristry. and I’ll see you there! Have you got ideas of what you’d like to read about in the next issue? Email [email protected] and Katie will get back to you. 74 WWW.BFAFLORIST.CO.UK
Florist Get Together’s W & M SMITH For all those special occasions in your life... Visit our showroom for your floral artistry and craft needs. www.wandmsmith.co.uk Pightle Barn, Blacksmiths Lane, Middlewood Green, Stowmarket, IP14 5EU Tel: 01449 711014 Open Monday & Thursday 10am - 7pm. Tuesday, Wednesday & Friday 10am - 5pm. Fax: 01449 711815 Saturday 10am - 4pm. Sunday by prior appointment only.
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