Floristry, the art of arranging flowers, has a rich and diverse history dating back thousands of years. Egyptians were among the first to use flowers in ceremonial practices, while the Greeks and Romans created garlands and wreaths for both decorative and symbolic purposes.
The art of floristry has evolved significantly since then, along with the introduction of ‘floriography’ the language of flowers. Floristry has also become a channel of communication – a way to convey emotions, to say “I’m thinking of you”, or to express love or share a celebration, or a thank you.
Today, floristry thrives as both a hobby and profession. Over the years, trends have come and gone: dried flowers, dead flowers, types of flowers and bouquet arrangements. Whatever the style, flowers can often say what words can’t.
Emilie Fountaine is a mother of two, a lover of gardening and the owner of a florist shop in Heretaunga Street, Hastings called Pom Pom Florals. We check out her daily world of floral creativity.
How many years have you been a florist?
Eleven years in total. I trained in Christchurch in both event and shop floristry.
Why this profession?
I have always been a craft-orientated girl. In my younger days I was always sewing, playing with textiles and scribbling out drawings. Mostly I have been drawn to natural topics and colours – anything that leads me to being outdoors.
I actually have a degree in viticulture and winemaking, however I found a love for flowers instead and made the switch to retrain in floristry. I travelled overseas and spent some time in France as a WWOOFer (Worldwide Opportunities on Organic Farms). You get to participate in the daily life of the host property and learn about their business, receiving meals and accommodation while you work there. It’s great because no money changes hands between the hosts and WWOOFers. The vineyard I was working on also had a cut-flower growing operation and I worked in both parts, feeling the sway towards floristry. When I returned to New Zealand, I made the change.
What’s the biggest change in your profession over the past 10 years?
Probably the prices – they have skyrocketed! Market prices are very different now, and of course change with availability and supply. Training has also changed, most floristry training is online now. I was trained on the job by incredibly talented florists – I think you learn so much more working hands on with experts than looking at screens.
Weddings have changed a lot, too. When I started, flowers were only required for buttonholes and the brides/bridesmaids’ bouquets. Now it’s so much more: table arrangements, entrance ways, foyers, archways, it seems they are just getting bigger and bigger.
What has been the most memorable florist experience for you?
Opening the shop has been a dream come true for me. We opened last year, and it’s been a fulfilling project. I have a great team, and I love the shop dynamics, meeting the clients face to face. I also have a large garden at home and often pick flowers from my garden to bring to the shop. I love that connection.
What part of your work do you enjoy the most?
I love the creativity, there is so much scope to interpret what clients are wanting, to actually create the bunch of flowers to reflect their expectations. It’s a privilege to be able to do this.
I love watching people’s reactions when you have put something together and they are overjoyed with what we have created.
Describe a typical day?
I am up at the crack of dawn, children will do that … getting the family prepared, fed and out the door is always a mad rush. I open the shop at 9.00 a.m. and start with unpacking delivered flowers and flowers I have brought from home. I then check the day’s orders that have come online or were booked previously. Then I put my creative hat on and get busy with making up the bouquets for orders and to fill the shop. I always have to be mindful that we need to get them out on time for couriers or customers’ requested times. All the while, I’m serving new customers who come in to the shop.
There are plenty of gift ideas to accompany the flowers In the afternoon it’s time to do the bookwork, quotes and enquiries, orders and more mundane business work. I clean up the mess from the morning, then put my mum hat on.
What advice would you give an enthusiast who would want to do what you do?
Do it for the love and passion. It may not be the highest paid profession, but it’s very rewarding. Be smart if in business, margins are slim – you really need to know the numbers.
Also, find a florist whose work inspires you and work alongside them, there are so many levels of expertise in floristry.
What do you find is the most challenging aspect about your job?
The economy, it’s so unpredictable, and customer buying habits seem to follow suit. It has been a tough time to start a business, however it has gone better than we expected.
Funniest experience you have seen or been part of in your career?
A gentleman came in to the last place I worked and bought flowers for his wife for Valentine’s Day. He was a regular customer, often buying flowers for his wife. On this occasion he bought a bouquet for his wife and a bouquet for his mistress. We sent out both bouquets, making sure we got the right card for the right person. He paid for the bouquets, and all appeared to go according to his plan – or so we thought.
A week or two later he came in to the shop very irate and was accusing us of messing up the orders. After showing him the receipts, he realised that he had been busted by his wife, because the two purchases had been made on the same credit card! Some time later, the now ex-wife came in and said this was the push she needed to move out of the relationship, and she was very grateful for the situation to help her do this.
What do you think the future changes will be in your profession in the next 10 years?
Floristry is a very simple model: a gift service ordered and delivered or sold out the shop door. It will always rely on the creativity of the florist and the service levels.
Trends will change, no doubt. Dried flowers were very popular in the 1990s, then dropped away. We are seeing more dried flowers being trendy again at the moment.
Things like dahlias are now highly sought after, and bridal bouquet trends keep changing. I think roses will always be fashionable.
In case you were wondering about which is more romantic, one rose or a bunch of roses … Emilie says it’s both. She explains that the truth is more that it is extremely romantic to receive either a bunch, or one rose, so long as it is for no apparent reason, as opposed to receiving them for a known occasion … just because.
