Designing with Local Flowers: How to Make the Transition
If you’re thinking about making the transition to designing with locally grown flowers (but have no idea how to start or how to have that conversation with your clients!), don’t fret! With a little extra time and knowledge, you will be on your way to supporting American grown flower farmers (or whatever country you belong to!). Below, there are three simple steps you can take in making this shift.
1. Define “Local” for Your Business
The first step is to define what “local” means for you and your business. If you are in California, you’re in luck because the majority of American grown flowers come from California. This means many varieties of flowers will be readily available to you throughout the year.
If you’re in another part of the country where the weather is a bit more extreme and unpredictable, you could define “local” as being grown in the US, so you have more options available year-round. If you live near a flower farmer, you may be able to buy directly from them. No matter how you define “local,” make sure you are comfortable with it so you can easily explain it to your customer.
2. Build a Relationship with Your Wholesaler
The second step is to get to know your flower wholesaler (or flower farmer). Building a relationship with your wholesaler will help them to understand what type of work you do—and in turn, they will have a better grasp of the kind of flowers you need. If you tell your wholesaler that you need local product and explain your definition of the term, they should be happy to help make this happen. It may take a few back and forth phone calls or emails in advance to ensure that the product you need is local and available, but it is possible!
The more flowers you purchase throughout the year, the more you will start to recognize which products are available locally and which ones are imported. Don’t be afraid to ask questions if you’re ever unsure about where something came from.
3. Communicate with Your Clients
The third step is to be comfortable telling your customers why you have transitioned to designing with local flowers. There may be several reasons, or perhaps you have just one that really resonates with you. The important thing is to make sure you can clearly and easily tell your customers why you have made this change.
Being confident in communicating your why to clients is vital in helping a bride move on from the peonies she wants when they aren’t locally available. More chances than not, your clients will be excited to learn about the importance of using locally grown flowers, and they will appreciate that you take the extra step to make sure they receive the best flowers.
Staying true to your beliefs of working with locally grown flowers will also open the door for creativity. If a bride wants a specific type of imported garden rose, you can take the opportunity to find something that may be similar but locally sourced. You can also use the chance to offer something unique and outside the box, creating a more beautiful and more customized bouquet than she could ever have imagined. Customers may end up seeking you out solely for the fact that you work with local and in-season flowers.
While it may require a little more time and digging around, transitioning to locally grown flowers is doable for your flower business. If the thought of not using imported flowers at all overwhelms you, feel free to make the transition gradually. Start by doing 80% local and 20% imported, and then as you get more comfortable, make the move entirely. Any step in the local direction is going to benefit your business and customers greatly!
