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.
