Ep 4 • In Full Bloom: Everything You Need to Know About Wedding Florals with Luxury Wedding Florist Kate Denman

In this episode of Weddings Unscripted, host Alexandra Pare and Alison Golt interviews Kate Denman from Floret and Vine, exploring her journey in the floral design industry. They discuss the challenges and creativity involved in floral arrangements, the evolution of Kate’s business, and the importance of teamwork in executing successful events. The conversation highlights the intricacies of floral manipulation, the growth of a floral business, and the satisfaction derived from creating beautiful wedding set-ups, discusses the intricate details of floral design and wedding planning, sharing insights on the preparation needed for meetings with florists, the importance of trust between clients and vendors, and the factors influencing floral pricing. 

She emphasizes the artistry involved in creating unique wedding experiences and the emotional moments that come with successful event execution. Kate also discusses the significant impact of COVID-19 on the floral industry, including challenges in sourcing flowers, pricing fluctuations, and the complexities of logistics involved in floral design. She emphasizes the importance of educating clients about the costs associated with floral arrangements, particularly in light of rising labor costs and the need for proper handling of delicate products. The discussion also touches on exciting trends in floral design and the future of the industry as it adapts post-pandemic.

Chapters:

Introduction to Weddings Unscripted

The Creative Journey of Floral Design

Kate Denman’s Floral Experience

Building a Floral Business

The Art of Floral Manipulation

Growing a Team and Studio

Managing Events and Expectations

The Art of Floral Design 

Preparing for Your Florist Meeting 

Understanding Floral Pricing and Budget

Challenges of Floral Sourcing + COVID 19 

Understanding Labor Costs in the Floral Events

Exciting Trends in the Floral Market 

Key Takeaways:

• Creativity in floral design was hindered during the pandemic.
• Kate Denman started her floral journey in high school.
• She bought her first business at 23 with no money.
• Vermont is a popular destination for weddings.
• Freelancing helped Kate understand the wedding market.
• Floral manipulation is key to achieving beauty on wedding day.
• Expectations for flowers differ between retail and wedding settings.
• Teamwork is essential in executing large-scale events.
• Kate’s studio has grown to include a full team and weekend crew.
• Every wedding is unique and requires careful planning.
• Trust between clients and florists is essential for success.
• Floral design involves understanding client preferences and budgets.
• The preparation for florist meetings should include open-mindedness and imagery.
• Floral pricing can be surprising due to various factors like sourcing and labor costs.
• Education is key in helping clients understand floral design processes.
• Custom designs may not always be visible on social media.
• The emotional impact of a successful wedding can be profound for planners and vendors.
• Floral proposals require significant time and effort to create.
• Understanding the logistics of floral sourcing is crucial for pricing. COVID-19 drastically affected flower production and pricing.
• Natural disasters and geopolitical issues impact flower sourcing.
• Floral logistics involve many steps and potential losses.
• Labor costs in the floral industry have risen significantly.
• Client education is crucial for understanding floral pricing.
• Floral design trends are evolving rapidly post-COVID.
• Collaboration among florists increased during the pandemic.
• Sourcing fresh flowers involves complex logistics and care.
• Roses can be perceived differently based on their quality and handling.
• The floral industry is adapting to new client expectations and trends.