MOM’S CHANGING FACES

When sending flowers, we all know that we try to match the personality of the recipient to what is being delivered. By asking open ended questions such as, “What is your mom’s favorite color?”, or “What is your mom’s favorite flower?” it gives a little more insight into the personality and likes and dislikes of the recipient. What we are trying to accomplish is the personalization of the floral styling for the recipient.
Many floral components have a distinctive flavor or character. For instance, Birds of Paradise, Protea, and Heliconia all have a strong linear quality and bold color impact. Hydrangea, Peonies, Iris and Tulips all have more of a softer, gardenesque type feel. Some flowers such as Carnations can be used in multiple ways. They can be styled in an architectural fashion or can be combined with garden flowers for a softer appearance.
Line flowers, such as Liatris, Gladiolus, Snapdragons, and Larkspur, have a strong linear impact, but can be arranged in vase presentations with other flowers to enhance the linear quality or mass flowers to soften the sharp vertical impact.
Form flowers make a very clean, sophisticated presentation. Stems of Cymbidium Orchids, Tropical flowers, Lilies, and Callas are an excellent choice for an up-scale elegant choice. Remember to pair any other accessory flowers with them only when needed for additional impact. Often when choosing form flowers, the less visually cluttered the presentation the stronger the impact. Lots of negative space makes the form flower stand out even more to create visual WOW!
Mono-botanical designs are still an excellent choice for everyday and holiday stylings. Choosing one (mono) variety (botanical) of flowers and working only with that flower creates dynamic impact. Think about a vase filled with only Freesia, or Spray Roses, or Hydrangea or Gerbera Daisies with a few accents of foliage. The drama is captured in a simplistic, less complicated way. The components can be arranged either in a casual or contrived style depending on the desired outcome. The great thing about this type of styling is there is no waste as you would consume the entire bunch of flowers. Additional interest may be achieved by varying the color of the components chosen. A vase or pitcher of colorful Gerbera Daisies accented with Lily or Bear Grass would make a welcomed addition to any desk or table top.
Keep in mind your demographics when deciding your featured bouquets and holiday stylings. Baskets of field daisies may not command the same level of appreciation as a vase or bowl of Gerbera Daisies in some markets depending on the age of the recipient. Urban housing and retirement housing that have more limited space may prefer a vertical design rather than a composition that takes up too much surface area.
Varying the price points also allows for more flexible spending. A young child looking for something for their mommy is not going to be attracted to a 49.99 vase of flowers as much as a garden vase with just a few simple flowers presented well. Many customers have multiple purchases to make, so you want to have a wide range of offerings to accommodate all budgets. Don’t forget those DIY customers who have the ‘knack’ for creating their own presentations. This is a growing area for many retailers who are still making the sale of product; not the labor.
Mom’s role in and out of the home has changed dramatically over the years. Make sure you are marketing and designing to mom’s changing face. Selling the same designs that you made 5 years ago does not show you are keeping up with your current market. Talk to your Account Manager for some of the current products available this holiday season.