A florist needs to have both creative and business skills; while floristry requires materials aesthetics, selection and sustainability, and client communication and relationship building.
Flowers and other botanical materials are delicate, easily damaged or spoilt, often scarce, and have a limited storage life. As such, a florist must be respectful of the nature and beauty of the raw materials with which they work, and apply extensive knowledge of effective sourcing, purchasing, and storage of all botanical materials.
Whether it is a small bouquet or a themed installation for a large event, the florist must be innovative, market and client-savvy, creative, business like, cost conscious, and practical. Respect for the uniqueness, beauty, and sustainability of materials will be uppermost in the mind of an expert florist as they bring to life something that we recognise as “simply beautiful!”