Friday, February 13, 2015

How A Calgary Florist Creates Practical Beauty

By Katina Brady


Old films showcase the styles and cultural preferences that predominated in earlier decades. The flowers worn by actors or displayed on a vintage set include fewer imported tropical blossoms, and often emphasize dimension over subtlety. Trends fade over time, but the basic services offered by a traditional flower shop remain as important as ever. A Calgary florist produces a high-quality product reflecting modern ideas.

Even though they are raised for their beauty, selling fresh cut flowers is similar to marketing produce. Fresh stems must be bought from local wholesalers several times weekly, and any that are not purchased or used in arrangements get discarded. This cycle creates the need for consistent product flow, even though the floral industry is notoriously reliant on commercial holiday sales for income.

In addition to producing a high-quality basic product, in-store pricing also has to be reasonably competitive. In reality, most smaller shops cannot compete with the everyday discounts offered by huge supermarket chains, and rely instead on building a solid base primarily through customer satisfaction. They provide services that most discounters cannot, such as sending bouquets and filling incoming orders for delivery.

In the early days the only practical long distance communication was via telegraph, and sending flowers by wire remains part of the modern language. Those communications today pass through a number of clearinghouses, which provide a reasonably reliable cash flow for many shops. Although some stores rely on these exchanges for the bulk of their business, the work they produce must also be high-quality.

Customers often glimpse designers in shop work areas, and they are the people most responsible for maintaining the reputation of a store. The job they do includes making competently constructed arrangements for any occasion, as well as crafting funeral displays, creating the floral accessories for a wedding, or simply coming up with a new corsage idea for a school dance.

A designer does more than simply arrange an unlimited number of blossoms. He or she must also be aware of individual stem pricing, and be able to produce a product that is not only beautiful, but will actually make money. In addition, the most exquisite arrangement is useless if it cannot be delivered safely and on time, and a reliable delivery staff makes the difference between success and disappointment.

Online flower services have grown consistently, and in some areas have sparked a decline in the number of small floral businesses over the past twenty years. Most online services receive orders and transfer them to local shops to be filled, but have still resulted in a decline in revenue. The result has been a greater emphasis on controlling costs, and many stores have emerged in stronger fiscal condition.

Whether customers living in Calgary, AB are in the market for the perfect gift basket or just want a very special rose for a loved one, a visit to a full-service flower shop will provide many choices and satisfying solutions. Experienced florists give customers more than a wrapped bouquet, and help bring style, creativity and beauty to any occasion where flowers are important.




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