Archives for February 2012

Flower Shop Network had a chance to interview Scott Sella of Every Blooming Thing in Akron OH. We asked Scott a few questions to see what makes him tick and why he feels the floral industry is a fun and exciting profession.

FSN: How long have you been a florist?

Florist: I have been a florist for 18 years. (I started in kindergarten!)

FSN: When did open your flower shop in Akron?

Florist: I purchased Every Blooming Thing, a shop that is just 2 blocks from my home, after working for a large family owned shop for 10+ years, with a 30 minute commute. Two years before purchasing the shop, I became the designer at Every Blooming Thing and swore I would walk to work every day — I did that once!

FSN: What are your floral specialties?

Florist: I would say my “specialties” are custom jobs that let me get to know more about a person. I love to create pieces that have meaning. Funeral pieces that truly represent the deceased with one of their favorite items, as opposed to a large set piece in a shape. My grandfather’s trumpet sat next to him with a small floral piece attached, my grandmother held an old family cooking spoon that once was her mothers, among a hand tied bouquet.

FSN: What is your favorite flower?

Florist: Orchids of any form are a favorite of mine. A more common flower I love is irises, especially the dark purple iris. I think it is the deep and unique colors that attract me, along with their beautiful shapes.

FSN: What is your favorite wedding bouquet?

Florist: I love any wedding bouquet that mixes rich colors and textures. Also, I love mixing exotics in with more traditional garden flowers. I love that brides have gone away from carrying all white — a pop of color can’t be a bad thing!

FSN: What would you say are the top flower trends in Akron OH?

Florist: The trend that seems to be hanging on is simplicity. Smaller arrangements that contain unique flower mixes, or beautiful, monochromatic arrangements in simple, small cubes or cylinders. Even simple garden mixes that look natural and unarranged.

FSN: How have you used the Ohio state flower in your designs?

Florist: “The scarlet carnation” is a flower I have definitely used. Many people still have the idea that carnations are BAD– but I have always said it’s the way you use them that matters. A vase of tightly arranged scarlet red carnations can make beautiful texture with their scalloped edge. Orange, or some of the newer colors, placed deep in a vase with tulips and irises popping out makes a great spring arrangement, and of course are long-lasting. But even as the state flower, I still listen when a customer says “NO CARNATIONS”!

FSN: What has been the best part of being a florist in Ohio?

Florist: One of the best parts of being a florist in my area is the number of wholesalers and the availability of daily ordering. I can get ahold of a wholesaler or a sales truck that is in my area almost any time of the work day. Each carries a slightly different mix of stock, so that last-minute order (that wants exactly what I don’t have) can still be filled as similar as possible.

FSN: Do you have a floral design philosophy?

Florist: I find that my degree in Graphic Design/Fine Art has a great influence on my work, when a customer allows me to “be creative.” In those cases, color, texture and current design all influence my work. However, some people aren’t looking for creative, they are looking for large or traditional, and in that way, it’s the customers preferences that influence my design. When I don’t particularly like a design I do, or a “picture in the book” that a customer selects, I always think… “It’s not going to me, so I don’t need to like it completely.”

FSN: What style do you specialize in — modern, traditional, romantic, etc.?

Florist: I would have to say my preference is toward traditional/romantic with a modern twist. Again, a mix of traditional flowers with a pop of contemporary.

FSN: What makes your arrangements better or different from anybody else’s?

Florist: I am often told that my arrangements are very long-lasting. I think that is due to the fact that when I am able, I always think about what is going to die first and when it does, will there be a hole in the arrangement? Also, some of the longer-lasting flowers are usually the more traditional flowers florists use. That is another reason I am not afraid to mix traditional flowers in unique ways.

FSN: Do you remember the first time you received flowers? Tell us about it.

Florist: I would have to say the first time I remember receiving flowers was when I moved from New Jersey to Akron. My partner sent me flowers from Every Blooming Thing, the neighborhood florist, on the first morning of my arrival. They came in a nice keepsake vase that now sits behind my desk in the shop. Who knew that in about 12 years, I would own that flower shop!?

More recently, after owning the shop, my partner ordered flowers out-of-town to be on our table at dinner. He had warned them that he didn’t want your typical dozen roses. Lets just say the design was FULL, but not particularly creative.. it reminded me that bigger is not always better! He hasn’t sent me flowers since…

FSN: How did you get started in the floral business?

Florist: I was going to college and working at a church where I regularly ordered flowers for the altar. I always enjoyed going into the local florist and picking all the flowers I wanted included. The owner told me, if you ever want a job, come talk to me. I started my first day by making green carnation boutonnieres. The owner said when I picked up the knife and learned to use it properly, she knew I was going to be there awhile! (Ponti’s Petals in Dunellen NJ is now a FSN member too!)

FSN: Favorite arrangements or other designs you’ve done?

Florist: I would have to say the most fun I have had designing was when I did my own flowers for my commitment ceremony. When planning, my partner said “Who is going to do the flowers? It isn’t going to be you.” The more he thought about it, the more he knew I would never let anyone else do it. I enjoyed it so much because I was able to pick exactly what I wanted and be completely creative. It was in October, yet we had a gorgeous weekend and I spend 2 days working in my driveway, being totally free to create whatever I wanted with ALL the flowers I bought. Isn’t that exactly what we dream of as florists… that customer who says “Do whatever you would want to have!”