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Florists
The layout of a florist's shop should be flexible enough to take account
of variations from season to season. For example, a spring flower display
does not need so much space as summer and autumn flowers. The ideal
situation is for some of your shelves and display stands to be mobile, so
that they can be expanded or packed away as the season dictates. Mirrors
are ideal for creating an impression of space. However, some of the plant
display units used so lavishly and expensively by some store fitters have,
in my view, just the reverse effect. They seem to emphasize the
limitations of the display whereas, were the plants carefully grouped at
varying heights, the effect would be less regimented. It is essential to
have a good floor that is comfortable to work on, for a busy florist
covers quite a few miles moving around the shop in one day. It must
tolerate water spillage and, of course, stand up to constant wear.
Heavy duty carpet tiles are good because any areas of wear can be
replaced. Cork tiling is also very long-lasting. Do not economies on
flooring; none of it is cheap and labour costs are the same to lay a more
durable one. It would be infuriating to have it re-laid within a matter of
a few years. Aim for an even heat throughout, for your own comfort and to
keep flowers in prime condition. A good working temperature is between 10
and 15°C. Your local heating council will advise you-but do not install
gas as this will have a bad effect on the flowers. It may be necessary to
seek advice from experts about light as well, but beware of being sold a
lighting system which proves unsuitable for your particular business.
Spotlights need to be individually controlled and adjustable. Before
finalizing the placement of display fixtures, the cash register, the card
and writing table and the wrapping area try walking into the shop as if
you are a customer. Once inside, in which direction do you walk? Is there
any feature that seems to dictate customer flow? It is absolutely
essential to see the shop from the customers' point of view; and also try
to visit other shops to see what seems to work and what does not appeal to
you. A shop in Germany has simulated a woodland glade in the first 3 m or
so inside the entrance. Against the walls, on either side, are very large
foliage plants, even some young trees as well. These are graded down to
smaller ones towards the front. The displays are not solid, being
interspersed with small areas of moss and stones. Customer flow was
indicated by a wide pathway edged with a colourful border of smaller pot
plants such as polyanthus, cineraria and saint paulia. In a busy city,
this rustic display was wonderfully appealing and, at the same time,
ensured that the customers walked right to the back of the shop where the
cut flowers were displayed.
At peak times, for example for Mothering Sunday and at Christmas, the
florist will need to increase display space, but it must not be at the
expense of customer space, for more of this will be needed as well. Boxes
of plants placed on the shop floor are not only hazardous for the public
but dangerous for the plants as well. So how can this need for temporary
extra space be overcome? Cut flowers will obviously come in day by day as
required and it is usually possible to arrange to receive the plants in
two or three batches. The alternative is to rent other accommodation, if
there happens to be some fairly near the shop-a village halt for instance,
or an empty shop.
For the newly established florist, buying is probably the greatest enigma
of all. Whether buying for your own shop or as the representative of a
large concern, it is a challenge as well as a heavy responsibility. It is
also a technique that can only really be learnt by experience. The market
for which you are aiming will dictate what to buy to a certain extent. For
the lower end of the market look for cheaper flowers, probably pre-packed,
but for an up-market appeal look for quality in everything. The flowers
will cost more but the public is now very discerning and is conditioned to
expect quality in everything they buy. On your first buying list should be
regular lines such as carnations, seasonal flowers and cut foliage and
some unusual items which will add distinction to your display. Do not be
disappointed if you do not sell the more unusual items. They are vital to
your display, for they will encourage people to look at your window and
this is the preliminary stage to buying. Another point to bear in mind is
that some flowers develop from bud to full bloom more quickly than others.
Daffodils expand particularly quickly, but resist the temptation to buy in
very tight bud, in what is known as the 'pencil' stage, since they may not
open. They should usually be bought in the 'goose neck' stage unless they
are needed to show full colour immediately. Tulips and iris should be in
bud, but showing a little colour. The iris in Plate 2 had been in water
for 24 hours. Freesia travels better in bud but the lowest bloom should be
showing colour and the same applies to gladioli. Carnations are available
both in tight bud and full bloom. It is a matter of preference how you buy
them, but bear in mind that when in bud they can take several days to
expand to the full bloom. The buyer has to decide when the flower will be
suitable for whatever work is on hand. Gift bouquets, for example, must
contain flowers with maximum potential vase life while funeral work
requires more instant colour impact and, therefore, more mature flowers.
Roses should always be bought in bud for most varieties expand to full
flower fairly quickly. Even so, the bud itself ought to be showing colour
and not appear too pinched. Keep a diary of what you buy, when and where,
and how much you pay. This may seem a lot of work at the outset but for
next year, and particularly at peak seasons, you will find this record
invaluable in assessing your future requirements. The suggested buying
sheet on page 6 indicates the most important points. Fix the sheets to a
clipboard and attach a ballpoint pen.
Above all, keep a flexible attitude of mind about your purchases. It could
be that an item you regard as essential has not arrived, or is poor
quality. You must be ready to switch ideas no matter how early it is in
the morning.
Most professional florists buy their materials from a wholesale market, or
from visiting wholesalers, or from both sources. Buying from the wholesale
market means exactly that: there are certain arbitrary counts, or amounts
(see below), so it must rest with your supplier whether he will diminish
these counts or not. If he does, you must expect to pay more than if you
bought the total. If you are ordering by telephone, be perfectly clear as
to whether you are ordering numbers of stems or numbers of bunches.
The difference could be alarming. The above table is an approximate guide,
bearing in mind that counts can vary slightly from one grower to another
and also according to the country of origin.
WASTAGE
There will be times when flowers must be thrown away and one has to learn
to recognize when a flower no longer has any value in the shop. Some
flowers mature more quickly than others and some, such as carnations and
chrysanthemums, remain in a state of maturity far longer than, say,
daffodils and scabrous which can literally collapse in a matter of hours.
Throwing flowers away does not necessarily mean that they have not earned
money.
Take as an example, the purchase of a bundle of 50 stems of iris. Half are
sold as cut flowers on the first day. During the next two days no 'cut
flowers' are sold but 15 are included in sympathy tributes. So, from the
original bundle of 50 sterns, only 10 are left unused. These will be at
total maturity after three days yet may still be included in a display
arrangement for the shop. After a further two or three days, the
arrangement will no longer do you credit so it is thrown away.
This is not wastage, for the flowers have been working for you in the
arrangement. Had the 15 flowers used in sympathy tributes been thrown away
instead, then this would certainly count as wastage completely different
from waste. The first is unavoidable, due to materials not being used
while the second implies carelessness. The first is a reasonable business
hazard but the second should be avoided at all costs. Some florists like
to keep a check of everything that has to be thrown away; this may work in
some organizations, particularly where there are numerous operators. But
in the smaller environment keeping a waste list is both time-consuming
and, in the main, counter-productive.
One really hard lesson to learn about buying and wastage is not to be
downcast when one has made a mistake by overbuying, or of buying the wrong
thing. Mark it down to experience and maintain a good relationship with
your bank manager!
EXAMINATIONS
Is it necessary to pass examinations in order to be a successful florist?
There are differing opinions on this burning question. On the one hand,
there are florists who are operating very successfully, and have been
doing so for a number of years, without any paper qualifications. Their
ability has been founded on years of experience in every facet of the
industry. More than likely they are principals in their own
establishments, so that annual turnover is the barometer of success or
failure. They have built up goodwill over long years which, possibly,
might have been theirs more quickly if original enthusiasm and dedication
could have been allied to formal training and subsequent examination
standards; though this is pure supposition, for until about thirty years
ago there was almost no formal training available. However, now that
training is available nationwide, all staff wanting to work anywhere in
Britain or, indeed, overseas, should aim to possess that piece of paper
that indicates they have measured their abilities against a recognized
national standard. One other valid reason for taking examinations is that,
should you intend to teach, it is vital that you are able to offer your
students the highest possible national qualifications plus evidence of a
teaching diploma. Good teachers, in my opinion, are made, not born.
Standard delivery charge
£4.50
Colours and flowers may
vary according to price and seasonal variations
All copyrights reserved Miraflores Ltd.
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