Business Economic Notes 8
Florists
These notes are issued to Inspectors of Taxes to assist them in examining accounts. They are intended to provide a general background to the trade, with some explanation of its most important features. Business Economic Notes are not intended to provide an exhaustive or definitive picture of any particular trade or profession.
Contents
3. Marketing and distribution- Wholesaling
- The market structure
- Wires
- String
- Florists' tape
- Flower preservative
- Floral foam
- Dry foam
- Prongs and frogs
- Oasis fix
- Candle cups
7. Technical aspects of floristry
- The visual
- The technical
- Wiring
- Care and conditioning of stock
- Seasonality
- Wastage
- Profit margins
- General operation
- Levy
- Recording of transactions
- Cash treatment
Appendices
1. Production statistics
2. CGL1 Examination Syllabus (extract)
3. Specialised arrangements
4. Peak trading days
1. General |
Flowers and pot plants form a large and ill-defined commodity group and come under the heading of either `non-consumable horticultural produce' or `ornamental plant material'.
Certainly these descriptions do less than justice to flowers as articles of beauty and ornament in themselves, heavy with a variety of emotional overtones, according to the purpose for which they are used.
Flowers and plants comprise an assorted group of products handled commercially by a wide variety of traders and used by consumers for a wide variety of purposes. The category usually includes all cut flowers, both flowering and green pot plants, dried flowers, bulbs and nursery stock material and their common usage may be summarised as follows:
- Flowers and plants bought for use as gifts on a variety of traditional occasions, such as, birthdays, anniversaries or to mark special occasions.
- As a customary part of certain religious and social ceremonies, notably weddings and funerals.
- As background décor to enhance the home and office.
In monetary terms, the value of the flower industry has grown appreciably and in the last 11 years, at current prices, the home-produced market has grown from 89 million to 229 million, with the import market in cut flowers and foliage growing from 6 million to 59 million. (See Appendix 1 - Production Statistics).
Whilst some of this increase will reflect the increase in costs, to a substantial extent it reflects a growth in the flower market as a whole.
Flowers and pot-plants can be obtained from a number of retail outlets, such as greengrocers, department stores, market stalls, nurseries, garden centres and newsagents/confectioners.
These notes are concerned more with the specialised florist, who is still the main retailer, bringing his/her own specialised skills in the art of flower presentation and preparation of the many flower arrangements for various traditional and social occasions, from the single button hole to the elaborate floral display.
2. Level of demand |
The regional pattern in Britain as a whole is unclear. There appear to be substantial differences in the degree of coverage by retail florists between areas. Considered as an overall average, there are some 5,000 shops spread over 55m of population, approximately giving one shop to serve every 11,000.
The following table gives a rough idea of the estimated population served by each retail florist in selected areas of UK and indirectly gives an indication of the level of demand.
| Town | Average Population per Shop |
| Liverpool | 20,500 |
| Manchester | 8,700 |
| Bradford | 9,700 |
| Newcastle | 25,000 |
| Birmingham | 10,400 |
| Coventry | 17,800 |
| Cardiff | 12,300 |
| Swansea | 9,200 |
| Norwich | 8,200 |
| Cambridge | 15,800 |
| Brighton | 6,100 |
| Reading | 11,000 |
| Exeter | 5,700 |
| Taunton | 14,800 |
| Aberdeen | 13,000 |
| Glasgow and W.Scotland | 23,200 |
| Belfast | 21,400 |
| London | 7,500 |
3. Marketing and Distribution |
Wholesaling
The route taken by individual flowers from producer or exporter to consumer is often quite direct, passing through no more than two hands. The most important characteristic of the distributive system as a whole, is its variety and flexibility. Flowers are extremely perishable, at the same time they require very little in the way of special handling or processing in the distributive chain.
The wholesaler's task is primarily one of logistics, to move a consignment of flowers, direct from the producer, exporter or market, as quickly and efficiently as possible and at the same time efficiently match supply with demand.
The market structure
- ·Wholesale markets
- A distributing wholesaler or agent
- Direct from the producer
- Direct from an exporting agent
The wholesale market remains the hub of the distributive system. The new Covent Garden Market in London accounts for about one third of the national wholesale trade. Whilst being the main source of supply for London and the South East, it is also a reliable source of extra supplies, unusual items or particular quality, for the rest of the country.
Wholesale markets exist widely throughout the UK, but they vary considerably in the extent to which they are a useful source of supply for the florist.
A number of merchants operate around the market and undertake to fulfil specific orders taken from various parts of the country. It is therefore possible for florists in some of the more remote areas to provide a better service than would otherwise be possible.
Outside London, the distributing wholesaler plays a vital part in the market system. He buys either for specific order or `on-spec' and sells `off the Lorry', to the florist.
The distributor performs the vital but largely unrecognised functions of
- knowing exactly where supplies of any particular quality of bloom can be obtained or when they will be available and
- obtaining them by the shortest economical route.
In particular this means that although distributing wholesalers are big buyers in the markets, a proportion of flowers and plants are also consigned directly from the nursery to the distributor. He/she is in effect also the producer's agent and in order to fulfil this function, has to try to match what the grower wishes to sell, to the retailer's requirements and to keep the trust and custom, both of the retailer and of the sender.
The remaining sources of supply are used very much according to the particular needs of the individual florist, who may have established contacts, for particular flowers and foliage, with a nursery producer or an overseas agent.
4. What is a florist? |
Usually referred to as a specialist florist, they display and sell flowers, floral arrangements, pot plants, dried flowers and arrangements and other ancillary items such as pots, vases, household and garden ornaments and flower arranging accessories.
The main part of the florists work and one in which much skill is brought to bear is the creation of floral tributes, such as button holes, bouquets, sprays, wreaths, sheafs and other floral arrangements.
The florist is working all the time with living materials. Factors, such as availability, prices, seasonal fluctuations and suitability, must all by fully understood and appreciated. A firm base of technical knowledge and skill is required in order to perform correctly.
5. How to become a florist |
A person needs to first qualify as a florist in order to become a member of the Society of Florists and to do so, it is necessary to successfully pass the Society's Diploma Examination.
The exam run under the auspices of the City and Guilds Institute is in three stages covering the various aspects of floristry including management, costing and accountancy principles.
Florists require training in design and preparation of floral tributes and in the general care of plants and flowers. They also need to have a good background knowledge of horticulture, retailing, marketing and buying.
There are three basic methods of training:
- Learning while working and studying for the appropriate examinations on a part-time basis.
- Studying full time at a College of Further Education, with periods spent attached to a florist, for practical experience.
- Attending a full time private school. Extracts from an up to date syllabus are at Appendix 2, showing the range of technical knowledge to be covered.
6. Equipment |
Wires
They are used in most aspects of floral arrangement - to support and control flower stems and also give a design more stability. They are usually bought in bundles of one gauge and length, weighing about 2.5kg.
Gauges are indicated from the largest to the finest wire ranging from .20mm to 1.25mm.
String
It is used for binding funeral sheaves and binding moss on to funeral frames. Plastic tape may also be used as an alternative to string.
Florists' tape
It is a finishing tape for sealing the stem ends or base of a flower after being wired, for inclusion in bouquets, button holes or corsages. It comes in many colours, although the green tape is most popularly used, with brown tape used for dried designs.
Flower preservative
It comes in powder form in small sachets and mixes into a solution that helps keep the flower water germ free. It assists in feeding the cut flower thus extending the life-span.
Floral foam
This is a material which, after being soaked, forms a base into which flower or foliage stems are impaled, to make an arrangement. It comes in three basic shapes - large bricks, squares and rounds. When dry it is almost weightless.
Dry foam
This is used almost exclusively for fabric and dried designs. It is usually brown and very light in weight. Unlike green floral foam it can be cut dry, as it has a completely different consistency.
Prongs and frogs
These are small green plastic supports on which the foam is impaled.
Oasis fix
It is an oil based adhesive, comes in tape form and is an essential aid in the work room. Not being a proper glue, it never dries completely and will stick to any surface, also being effective under water.
Candle-cups
These are shallow cups with a very short stem, which can fit into a smaller container.
Other general equipment in a flower shop includes cards, envelopes, ribbons, wrapping paper, corsage boxes, pins, plastic saucers, candles and probably many different shapes and sizes of containers.
7. Technical aspects of floristry |
In order to have a better appreciation of a florist's function, some knowledge of the various aspects of floristry is essential, if only an understanding of some basic concepts.
Good design is the basic element of floristry, however a florist needs a somewhat different perspective in order to achieve a good commercial design.
The main objective is to produce a design that has maximum impact within the constraints of seasonal flower availability and a specified price ceiling.
Primarily there are two aspects of design, the visual and the technical.
The visual
The visual aspects of any design involve shape, outline, balance, colour and texture.
- Shape implies the general impression of the design as a whole. This not only includes the flowers an foliage, but also the container, shape can also be subdivided into profile and depth, both of which are particularly valid when the design is viewed from several angles.
- Outline suggests definition of shape, the instant visual registration of height and width.
- Balance in the visual sense is a basic harmony in the complete picture. Flowers and container in complete harmony and a well defined heart of focal point in the arrangement.
- Colour is the prime agent of any good design. Colour harmony, that is the mix of primary and secondary colours, must be carefully monitored so that a good visual balance is maintained. In practice the florist is constrained by the customer's specific requirements, which may be at odds with the normal concept of colour balance.
- Texture is yet another facet of design in floristry. Like fabrics, flowers do vary in texture, although possibly not so dramatically.
The technical
- Stability in the context of design, is to ensure that the arrangement stays firm in the container. The container must be firm, reliable and the appropriate size for the design. It is necessary also to ensure that the oasis block is fixed firmly within the container, using either oasis-tape or sellotape to ensure firmness.
- Verticals and laterals. A flower design is built up by first establishing vertical and lateral guidelines. The vertical guide will usually be the first flower or piece of foliage to be put in place, making the highest point in the outline. Lateral lines will establish the width of the design.
Other lines will echo both vertical and lateral, eventually building up the complete design.
- Point of origin is the axis of the design or plane, where all the stems appear to meet at a central point within the oasis. All stems obviously cannot be driven into he same place in the foam, but they should appear to flow from the same point. The concept is important both from the technical and visual point of view.
Wiring
Flowers and foliage are usually wired in order to achieve a good design, with each component following its intended line. Wiring also ensure that the arrangement stays intact during transportation and usage.
Modern flower design dictates that everything shall appear as natural as possible and any wiring must be discreet, rather than being over-contrived and artificial in appearance.
Depending on the particular stem structure, the florist will decide whether external or internal wiring is appropriate. Semi-hollow or pulpy stems such as daffodils, zinnias, or cornflowers may be wired internally whilst woody stems like chrysanthemums, roses and carnations will be wired externally.
Additional mounting and support wires may be used within an arrangement, as with for example bouquets, to support the weight of the arrangement and keep the flowers in their relative positions whilst being carried.
Nearly every variety of flower requires a slightly different wiring technique depending on stem quality and weight of the bloom. A florist learns by experience how to asses and correctly wire a particular flower and what gauge of wire to be used.
See Appendix 3 for information on specialised arrangements.
Care and conditioning of stock
One of the reasons for high wastage is lack of care and attention paid to conditioning of stock. Learning how to look after the raw material is a specialised function. It is no surprise that claims for high wastage usually emanate from purveyors of cut flowers such as greengrocers or stall holders with little or no knowledge of floristry.
Care of stock and conditioning of incoming materials is an important part of the florist's work. Flowers now come from all over the world, they may have been in transit for several days and need to be treated carefully so that they expand and grow to their full glory.
Each variety of flower requires special conditioning techniques including treatment to the stem ends such as cutting, splitting or crushing and pruning of unnecessary foliage. In general terms, conditioning implies quite simply to ensure the cut flower is able to take in water efficiently. Other factors important to conditioning are that sufficient preservatives are added to the water to provide adequate nourishment and that flowers are stored in optimum light and heat conditions.
8. Seasonality |
The outward appearance of the flower trade is one of adequate supplies all the year. Certain flowers such as spring bulbs, anemones, outdoor summer flowers and natural season chyrsanthemums have fairly definite and predictable seasons, following in sequence. This supplemented by glasshouse flowers and imports, means that something is available all the time.
The trade has to be capable of adjusting to quite considerable changes, not only in the total quantities coming forward, but also to changes in the varieties of flowers and their sources. The `home' market summer flush of glasshouse and outdoor flowers is the main feature of the supply pattern and this is true despite the present day controlled environment techniques, which although capable of producing most varieties of blooms out of season are not yet able to supplement seasonal shortfalls.
Seasonality of course, has an effect on prices. A plentiful supply will mean cheaper costs and vice versa. Retail prices still have to be maintained at competitive levels and therefore very marginal advantage is gained in terms of profit margins. `Out of season' blooms will be more expensive and increase pressure in maintaining profit margins and remaining competitive. This is perhaps more difficult for the small and medium sized florist rather than the larger high-class florist, who will be able to pass on increased costs, without any undue effect on custom.
9. Prices and costings |
Like all else to do with the flower trade, the price structure is complex. A study of the prices of one type of flower, for example, carnations, in all their varieties might be a manageable study. But to attempt to cover all aspects of seasonality, quality, value added in the form of artistry, would be almost an impossible task.
The question of prices is a sensitive issue with florists, owing mainly to the adverse press publicity from time to time regarding exorbitant prices at times of high demand, such as Christmas, Mothers Day and so on.
Seasonality
Although the main uses of floristry, such as weddings, funerals, religious and other special occasions, continue regardless of season, the rest of the market for flowers is necessarily a high seasonal one. Flowers vary in type and quality from one season to another, being most abundant in summer and scarce in winter.
Unfortunately for producers, the demand for bought flowers is less in summer, when people are either away on holiday or have an alternative source of supply: for example from their own garden.
Unfortunately for the consumer, several festivals in which flowers play a vital part, occur in the periods when supplies are shorter and prices higher.
Added to this mis-match in supply and demand, is of course the need of the florist to try and even out his/her overall rate of profitability. This can usually be best achieved by capitalising on high demand periods, hence creating the image, perhaps unfairly, of exorbitant and opportunist retail pricings.
Wastage
A part from seasonality and demand curves, wastage is an important factor affecting the overall profitability of a florist. Flowers by their nature are perishable commodities. Age and freshness have direct effect on the retail value of the individual bloom and within each species of flower, there are different life spans and rates of deterioration. Use of a cold room allied to proper care and conditioning of stock will also help longevity and minimise wastage.
A florist, with an expert knowledge of flowers, takes every precaution to preserve the blooms in a saleable condition. Experience of selling patterns will also enable him/her to resist the temptation to over-stock. But, this said, it must be a difficult task to predict exactly the demand for each and every species and inevitably some losses will be sustained.
A florist with a thriving trade in artistic work, may be able to minimise losses on cut flowers.
Another area of wastage, outside the control of the florist, is transit damage. Crushed or damaged blooms and broken stems are a constant hazard, despite continuing improvements in packaging.
Consignment shortages are prone in the trade (11 instead of 12 roses in a box) and is an indirect form of wastage outside the florist's control. It is true to say that a florist receiving stock direct from producers or exporters may suffer a higher level of transit damage, than one who almost entirely deals through a distributor. He/she will normally be the person who sustains the losses, ensuring as far as they are able, that customers receive near perfect produce.
The quality of blooms in any particular consignment may also vary to some degree and therefore all cut flowers may not command the same price. The florist, will be able to use some substandard flowers and other blooms in floral arrangements, but inevitably some flowers may have to be sold at a lower price, thus affecting the overall profit margin.
Profit margins
Florists normally speak in terms of marking-up all flowers, and pot plants at 100% and adding on anything between 25% to 80% to cover labour in preparation of arrangements. The mark-up on sundry items is usually in the range 50%-75%.
10. Gift schemes |
General operation
A substantial number of florists either operate the Teleflorist or Interflora scheme.
Being a member of a gift scheme does boost trade but adds burdens or responsibilities on the florist, who needs to
- ensure correct operation of the scheme
- arrange timeous deliveries
- ensure flower availability for orders.
If the florist is in the main the `executing' florist (one who receives the orders from other florists), there may also be some reduction in the profit margin, owing to the commission payable to the `originating' florist (one who receives and sends out the order).
The schemes are fairly complex in their operation and some of the important points are summarised below:
- Order value - An order is made up of flower value, service charge and delivery charge plus VAT. The total of the flower value and delivery charge plus VAT is transmitted in full (on paper only) to the executing member as one figure.
- Treatment of Transactions - The gift company debits the sending member and credits the executing member with 80% of flower value and delivery charge plus VAT.
The net effect is that the sending member retains a 20% commission on the flower value.
The sending member is also debited in full with the gift company service charge plus VAT.
- Monthly Statement - The gift company issues a monthly statement to all members. If the balance on the statement is a debit the member owes money to the company; if a credit, payment will be received by direct credit or cheque.
The statement lists all transactions for the period and each item is supported by a detailed account of how the amount is made up.
- Settlement - All accounts usually have to be cleared within 30 days of the statement. If payment is delayed, clearing facilities are withdrawn until the account is settled in full.
In delay cases a security deposit may be required. The deposit is normally equal to an average month's business. After twelve months, if the continuing record is good, a member may apply for the return of the deposit.
Levy
Apart from the service charge, all members also pay a levy to the gift company of approximately 2-3%, calculated on the net amount of all relevant business.
Recording of transactions
To account for the transactions and make adjustment to the total takings, invoices are exchanged on the following basis.
- Originating Member - will raise an invoice on the executing member for the commission plus VAT.
- Executing Member - will raise an invoice on the originating member for the total flower value and delivery charge plus VAT.
- Gift Company - An invoice is raised by the gift company against the originating member of the service charge plus VAT and invoices against both the originating and executing member for the levy plus VAT.
Cash treatment
It must be remembered that the originating florist does not include the cash received from the customer in the till or takings record.
The cash received less own commission is eventually paid over to the gift company, following receipt of the monthly statement.
The net commission is then recorded as takings.
During the interim, cash received on orders may be placed in current or deposit accounts.
11. Records |
Apart from order books/diaries there are likely to be few other specialised records in addition to the normal retailers account books.
The florist may maintain a separate record book to note all gift scheme transactions for the purpose of reconciling the monthly statements received from Interflora or Teleflorist.
A florist will normally have a delivery round and will therefore maintain delivery lists and copies of delivery notes, or at least an order book. Delivery notes are normally prepared in duplicate, one copy for the driver and one as a check list for the workroom to enable them to plan and execute their work load. A small florist will only prepare a daily delivery list and in most instances these will not be preserved.
12. Work organisation |
Unlike any other business, it is essential for a florist's work to be properly organised. The work not only involves retailing but also production of the end product and delivery, usually for a stated time.
In addition, the florist has to maintain the day to day florist trade of retailing flowers, ancillaries and `in-house' arrangements, organise other delivery orders for cut-flowers and maintain stock condition.
Without planning, a florist will not be able to run an efficient business and maintain a good reputation.
A typical daily routine will comprise the following basic components:
- Despatch of prepared orders
- Preparation, packing and despatch of telephone and `over the counter' orders
- Stock checks for quantity and quality
- Organising window and shop displays
- Conditioning of new flowers and foliage
- Checking and reserving materials needed for orders
- Shop and telephone sales
- Routine cleaning
The workroom is the hub of the florist's establishment and efficient control and distribution of work is essential.
The proprietor or a senior florist is usually responsible for the allocation of work and ensuring that an efficient work room programme is initiated and followed, daily.
Appendix 1 - Production Statistics |
Produce Marketed in the UK (£'000) (at current prices)
|
1975 |
1976 |
1977 |
1878 |
1979 |
1980 |
1981 |
1982 |
1983 |
1984 |
||
|
Open |
- |
47,900 |
54,100 |
59,700 |
66,100 |
82,400 |
93,800 |
102,100 |
111,700 |
116,800 |
131,200 |
|
Protected |
- |
41,300 |
50,800 |
60,000 |
66,900 |
74,100 |
85,400 |
86,400 |
92,800 |
99,300 |
98,500 |
|
Imports - Cut Flowers |
|||||||||||
|
Roses |
- |
474 |
702 |
1,0034 |
1,838 |
3,109 |
2,674 |
3,575 |
3,761 |
4,799 |
5,946 |
|
Carnations |
- |
2,933 |
3,325 |
4,146 |
7,734 |
11,081 |
11,139 |
13,395 |
15,195 |
19,958 |
22,719 |
|
Other |
- |
1,525 |
2,013 |
2,461 |
4,686 |
7,623 |
8,775 |
12,435 |
15,177 |
20,028 |
26,224 |
|
Foliage etc |
- |
1,020 |
1,532 |
1,549 |
1,551 |
1,537 |
2,094 |
2,466 |
3,089 |
3,383 |
4,024 |
|
Exports - Cut Flowers |
|||||||||||
|
Roses |
- |
1 |
1 |
5 |
5 |
11 |
34 |
65 |
277 |
232 |
383 |
|
Carnations |
- |
19 |
60 |
48 |
102 |
21 |
26 |
53 |
62 |
100 |
121 |
|
Cut Flowers |
- |
624 |
1,151 |
1,477 |
1,806 |
2,056 |
2,238 |
2,093 |
1,799 |
2,290 |
2,827 |
|
Foliage etc |
- |
585 |
749 |
545 |
659 |
568 |
517 |
531 |
553 |
632 |
506 |
Appendix 2 - Extract from CGLI examination syllabus |
The Part 1 Certificate in Floristry
01 Floristry
001 Identify the need for and precautions which should be taken to ensure safe working and hygienic conditions in the shop and related premises, and demonstrate the basic procedures involved.
002 Identify the essential tools, materials and work procedures involved in floristry and the dates on the calendar which particularly influence shop routine.
003 Demonstrate an understanding of the reasons for and techniques involved in the wiring of plant materials for floristry make up work, and identify suitable wire gauges for appropriate tasks.
004 Define and implement the essential terms used by the florist with regard to design.
005 List and use the mechanics and tools required in commercial flower arrangement.
006 State and demonstrate the factors involved in the handling, wrapping and packaging of flowers.
007 Identify the different mosses used by florists and the correct frames for each type.
008 State and demonstrate the essential techniques involved in funeral floristry.
009 State and demonstrate the essential techniques involved in making novelties and accessories.
010 State and demonstrate the essential techniques involved in making novelties and accessories.
02 Growth and care of plants and flowers
001 Describe and identify the structure and function of the flower and its inflorescences.
002 Demonstrate a wide knowledge of varieties of the flowers, foliages and plants and plant terminology used by the florist and identify the principal external parts of the plant and their functions.
003 State the basic botanical processes of: osmosis, transpiration and evaporation, photosynthesis, and respiration.
004 Describe and demonstrate methods of conditioning live materials in the florist's shop, from market or nursery and explain the reasons for doing so.
03 Related studies
001 Demonstrate simple calculations related to sales in the florist's shop and methods of recording them.
002 Recognise and comprehend basic official documentation relating to employment.
003 Describe the role of the communications services in floristry and demonstrate related sales procedures.
004 Demonstrate the use of drawing, neat lettering and a knowledge of simple artwork and design aids related to floristry.
005 State how drawing implements and accessories, including the following, can assist the florist in the production of artwork for shop display and general advertising purposes:
a. rub-down lettering/symbols
b. stencils
c. templates.
Demonstrate how the implements listed in 005 a.-c. may be effectively used.
The Part II Certificate in Floristry
01 Floristry
001 Describe the principal features of shop routine including displays, pricing, work organisation, delivery, varieties of flowers and foliages.
002 Describe and demonstrate how to handle, present and wrap an order of cut flowers and pot plants.
003 Describe and demonstrate the principles of floristry design with reference to the specific definitions set out in the Society of Floristry handbook.
004 Describe and demonstrate the basic skills involved in flower arrangement
and tied assembly.
005 Describe and demonstrate the basic skills involved in funeral floristry.
006 Describe and demonstrate the basic skills involved in accessory floristry and floral novelties.
007 Describe and demonstrate the basic skills involved in bridal floristry.
02 Growth and care of plants and flowers
001 Identify and name a range of foliage plants and flowering plants for different occasions and describe the environments most suitable for them.
002 Describe the internal structure of different parts of the plant and its movements.
003 State the importance of mineral elements in plant nutrition.
004 Recognise and describe the damage caused by a range of common pests and plant disorders and list safe methods of control.
005 Explain the process of pollination and fertilisation.
006 Demonstrate a knowledge of the use of plants in containers and planted arrangements including the propagation of suitable plants for each situation and appropriate methods of care.
03 Related studies
001 Describe and demonstrate methods of keeping stock records and accounts.
002 Describe and demonstrate the communication skills that are required in a florist's shop.
003 Demonstrate drawing and lettering skills relating to the design and sale of items of floristry covered in part I, 01 and part II, 01.
004 Explain and demonstrate the features that contribute towards good customer relations.
The Part III Certificate in Floristry
01 Floristry
001 State and explain the factors which contribute towards the integrated organisation of a smooth-running florist's shop on a day-to-day basis including: legal requirements, selling and despatching techniques and the function and execution of shop displays.
002 Explain and interpret the principles of floristry design together with an appreciation of the effects of light and colour with reference to the specific definitions set out in the Society of Floristry handbook. Show how these may be applied to materials and accessories for specific occasions.
003 Describe and demonstrate methods of designing and constructing tied assembled items of floristry.
004 Describe and demonstrate the methods of constructing a range of items of funeral floristry including an appreciation of the design and sales factors to be considered in each case.
005 Describe and demonstrate the methods of constructing formal bouquets and a range of items of bridal floristry, including an appreciation of the design and sales factors to be considered in each case.
02 Growth and care of plants and flowers
001 Identify and name a range of cultivars regularly used in the flower trade including plants suitable for indoor landscaping and demonstrate how to advise customers on their maintenance.
002 Explain the principles of interior plant landscaping relating to the selection of plants, including silk, and for the design and maintenance aspects.
003 Describe the specialised treatment and conditioning of cut flowers.
004 Describe and demonstrate the various materials currently available for artificially colouring flowers.
005 Describe the factors involved in the germination of seeds.
006 Describe the external differences between monocotyledons and dicotyledons.
007 Describe and demonstrate a range of methods of preserving plant materials.
03 Related studies
001 Describe the important aspects of office practice, communications and accounting that affect a floristry business.
002 Describe and demonstrate drawing, design and display skills relating to the design and sale of items of floristry outlined in 01.
003 Describe and demonstrate good sales techniques.
004 Describe the organisation of daily work in a florist's shop and identify the salient features relating to stock control, health, safety and security.
Appendix 3 - Specialised arrangements |
It is true to say that the preparation of funeral tributes and wedding arrangements forms a substantial part of the year round bread and butter side of the business. Some of the more common tributes and arrangements are described below.
Funerals
- Funeral Spray - This is a lateral spray design of flowers and foliage designed to lie on its back. The width of the spray is crucial, usually no more than 30cms, as they are designed to sit on top of a coffin and hence be able to clear the roof of the funeral hearse comfortably.
- Double Ended Spray - A more lavish version of the funeral spray with blooms at each end. It is constructed on a foam base secured on a plastic tray.
- Hand-Sheaf - A spray design with flowers tied together at a point close to half-way up the flower stem. This type of tribute is designed to be carried by the mourners and placed on the coffin before burial.
- Sympathy Basket - The traditional shape is rectangular. They come in several sizes and usually have a carrying handle. Flowers are arranged within the basket and secured on a foam base. The foam is masked with a moss lining.
- Posy Wreath - The base for this design is called a posy pad. It can also be made, like an all-round arrangement, on foam secured to a plastic saucer or a moss on wire base, with flowers wired and mounted.
- Sheaves in Cellophane - Cut flowers packed in paper and cellophane bags are sometimes used as informal funeral tributes. The usual intention of this type of tribute is that the flowers should not be wasted and can be donated after the funeral, to either an old peoples' home or hospital.
Laurel leaves and moss play an important part in many of the more formal tributes used either to form bases or edging or as tributes on their own.
A few of the more popular formal tributes are described below.
- Crosses - They are usually constructed with moss filled on a wire base and embellished over with small flowers or a top spray on the cross intersection.
- Gates of Heaven - This consists of a square base filled with moss over a wire frame. An arch with wire gates is fitted on top of the base, with moss being bound around the wired arch and top spray fitted to the arch. The wire assembly is usually obtained ready made.
- Vacant Chair - Again a chair shaped wire design obtained ready made by the florist. The seat, chair back and legs are mossed firmly and embellished with very small flowers and finished with a small spray.
- Open Book - The wire frame is made up in the shape of an open book. It consists of a flat base with a curved top. Moss is bound into the frame to form the open book design and small flowers edged around the sides. A top spray is added with a ribbon, to simulate a book marker.
- Chaplet - In shape the design is similar to a horse-shoe but with the two arms touching. The chaplet is densely fixed with laurel leaves in overlapping rows and the curved middle section is decorated with small flowers.
A memorial chaplet is frequently used as a remembrance tribute at Christmas, with a laurel base and top spray of mixed holly, foliage and berries.
Weddings
There are numerous versions of bouquets, hand sprays and posies, all popular for weddings and all basically stylised variations of the `natural bunch'.
A few of the more popular arrangements are described below.
- Classic or Shower Bouquet - An elaborate facing spray design with a long trail and central off-centre tying point.
- Semi and Full Crescent Bouquets - As their names imply a crescent shaped design with a trail. The central tying point is again off-centre at a one-third/two-third point. The arrangement needs to be properly balanced so that it stays in position whilst being carried.
- Bascade or Baskette - This is basically a full crescent design but with a handle. It is made up of two corsages with end wires joined and lopped to form the handle.
- Open Posy- Although a simple bunch type design, the work required is intricate. Each flower and piece of foliage is individually wired and taped and brought together artistically to be fixed at a central tying point. The handle is then trimmed with bows and ribbons.
- Duchese or Carmen Rose - Individual petals are wired and brought together to form an artificial rose. A bud is wired and mounted in the middle. It is then edged with foliage and trimmed with a ribbon.
- Victorian Posy - This is made up of rings of small flowers, each one individually wired and built evenly around a central bud or flower.
The other common wedding arrangements are button holes, corsages and head dresses, each one in its own way requiring a degree of workmanship and artistic flair.
Appendix 4 - Peak Trading days |
There are certain days during the year when by custom or tradition people buy flowers. In the flower trade these are known as peak trading days. The following is a table of world-wide peak trading days:
Christmas World-wide
New Year's Day World-wide
St Valentines Day 14 February
Mothers Day Britain - 3rd Sunday before Easter
USA - 8 May
France - 29 May
Germany - 8 May
Spain - 1st Sunday in May
Italy - 2nd Sunday in May
Denmark - 2nd Sunday in May
Finland - 2nd Sunday in May
Holland - 2nd Sunday in May
Norway - 2nd Sunday in May
Belgium - 2nd Sunday in May
Sweden - 29 May
Fathers Day Britain - 3rd Sunday in June
USA - 19 June
Italy - 19 March
Denmark - 5 June
Finland - 2nd Sunday in November
Norway - 2nd Sunday in November
Holland - 3rd Sunday in June
Sweden - 13 November
Belgium - 2nd Sunday in June
Lily-of-the Valley Day France - 1 May
Belgium - 1 May
Memorial Day Britain - 1st Sunday in November
Norway - 1st Sunday in November
Belgium - 30 May
Israel - 10 April
USA - 28 May
Jewish Religious Passover Eve - 14 April
Observance (These dates Rosh
Vary from year to year Hashanah Eve - 24 September
- these examples are for Chanukah - 16 December
1987) Yom Kipur - 3 October
Produced by the Inland Revenue
October 1990
© Crown Copyright 1990
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