Publisher's Synopsis
For floral designers ready to open their own small business, here's an essential how-to guide from a budding designer who left a corporate job to successfully do just that. Sharing the challenges and surprises she experienced in building her business, Justine explains: • stocking the basic supplies and materials for your products' designing and packaging; • the crucial question of flower sourcing, and the ecological impacts to consider; • working on defining your studio's brand, building your portfolio, and ensuring that your online presence builds clientele; • using eco-friendly design techniques; • preparing, packaging, and transporting your creations; • communicating effectively with clients; and more. A review of design basics is included, with step-by-step instructions for nine floral arrangements. Justine ends with three useful case studies, including a floral set for an advertising shoot, a floral scenery backdrop at a boutique, and a wedding's floral arrangements. Importantly, this guide faces the reality that even while floral designers cope with today's logistical, ecological, and economic problems, they can align good values with market forces—and contribute to developing a floral industry that is more respectful of the environment and that educates its consumers.
