Floristry is the creation and design of floral arrangements such as bouquets, centrepieces, corsages, wreaths and other products.The floristry industry is diverse, challenging and subject to frequent changes in fashion.Andy Whelton, Vegetable and Cut Foliage Specialist Advisor gives more information
Floristry is the creation and design of floral arrangements such as bouquets, centrepieces, corsages, wreaths and other products. Florists cut and arrange flowers (either live or dried) and other greenery and accessories, either according to set layouts or as their own original designs. The floristry industry is diverse, challenging and subject to frequent changes in fashion. Many young, dynamic designers have transformed the image of floristry from the compulsory flower bouquet reluctantly sent and indifferently delivered, to an indispensable fashion accessory service for the home or workplace.
Floristry outlets range from small independent shops and large supermarkets, to online delivery sites, which have transformed the marketing of floristry products in recent years. Internet platforms are opening up new opportunities for florists to connect directly with customers. One of the latest innovations gaining popularity is ‘letterbox flowers’; this is where flowers are carefully handpicked in bud and delivered in boxes that fit through the letterbox. Customers get styling tips on how they can arrange bouquets, which makes flower arranging more enjoyable.
Flowers and floral products are purchased to express emotions such as love, thanks, condolence, apology and congratulations. They also create a pleasant atmosphere in the home and in the workplace. The market can be divided into five sections:
- Valentine’s Day
- Mothers’ Day
As well as these five very important areas, there is also day-to-day spending on house plants and fresh and dried flowers for home décor, as well as for birthdays and anniversaries.
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