29/08/2024
Let’s talk flower pricing.
Did you know that, while floral design is a richly artistic industry, floral pricing is purely mathematical in approach. Florists spend hours on spreadsheets creating each individual design from scratch based on number of stems per arrangement (volume), the seasonal price per stem per flower type (a general rule of thumb is Winter pricing is higher than Summer), adjusting for import and transport rates (directly affected by the rand/dollar exchange, fuel prices and international supply and demand) and mechanics costs (which change from design to design).
Floral input costs can vary from week to week depending on the weather, supply and demand fluctuations and both local and international logistical challenges. As an example, not long ago floods and civil unrest in Columbia impacted the level of supply to the American markets, which increased demand for flowers in the Dutch market, which increased floral prices throughout Africa as overflow was being bought in dollars rather than Rands. Flower prices jumped up across the board over those three weeks until regular American supply could be restored.
In addition to the practical elements of stem count, seasonal variances and international supply and demand; vessel hire, a production fee (sourcing flowers, transporting them from growers and markets to the venue/studio, rehydrating them, opening each individual stem, and then designing with them) and transport need to be taken into account in the floral total. Salaries, rent and running costs such as insurance, vehicle repayments, electricity and water need to be factored into margins, before a % for business profits are also included.
Long gone are the days of florists just “playing with flowers”. There is an entire industry of incredible, dedicated professionals who work full time (often 15 hour days/through the night) in order to design and execute beautiful celebrations.
Bespoke floral design requires:
* extensive design and production time
* experience in order to correctly order, process and execute designs well
* good working relationships with suppliers
* ongoing research and training
* what often feels like a PhD in horticulture, mathematical formulas and logistics to execute well.
Event florals are not the same cost as supermarket flowers for good reason. Adore approaches our design process with intention, care, dedication and love.