Quality Is Still King

Did you know that customers ranked quality as the highest attribute when purchasing flowers (from a recent Floral Marketing Research Fund report)? Price ranked somewhere in the middle. What does that mean for florists? Without quality, all the marketing, advertising, social media and discount pricing, won’t guarantee repeat business.

Here are a few tips to help assure quality in your shop with your flowers:

Know your suppliers. Ask them how flowers are taken care of prior to delivery.

Follow good flower preparation procedures as soon as you receive your flowers.

Flowers are living things and need care as such. Make proper care and handling a routine to ensure quality products every time!

• As soon as you receive your flowers, unpack immediately and allow them to breath.
• Next, re-cut and condition as needed per plant type.
• Use properly sanitized containers with about 8 inches of luke-warm water.
• Add floral preservative to the water, making sure it’s well-dissolved.
• Before placing flowers into the water, make sure all foliage is removed below the waterline.
• Follow good flower shop employee hygiene. Use clean hands when handling fresh flowers. Dirt and sweat on the hands can potentially damage new flowers.
• Let new flowers stand in containers for a few hours to ensure they are properly hydrated BEFORE you use them in arrangements.
• Make sure each product variety is stored at the proper temperature and humidity. This differs depending on the plants, but generally around 35° and 80% humidity.
• Store flowers properly. Understand the different shelf lives each flower and arrange accordingly. Develop a system for your shop to keep up with shipments.
• Send care instructions with every arrangement sold.

Exceptions To The Rules – Flower prep differs from flower to flower, learn the methods needed to work with each flower you use. Here are some examples:

• Daffodils – condition separately from your other product until the toxic sap drains.
• Hydrangea – submerge flower heads into luke-warm water for about 2 minutes before recutting, to encourage hydration.
• Phalaenopsis orchid – float in lukewarm water for about 15 minutes to encourage hydration. Spray a light coating of white floral paint on the backs of the petals to seal pores and discourage bruising.

These aren’t the only flowers that need special prep. Always

If flowers are near the end of their shelf life, don’t use them in arrangements. Instead use them as specials or bargain items. Just be sure to inform the customer that these bargain flowers may not last as long as your premium ones.

Quality can make or break a shop. Make quality a number one priority.

This post is brought to you by local Ann Arbor MI florists.
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