Chapter

1 Careers in Floriculture

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

• Discuss different types of floriculture careers

• Describe educational requirements for a career in floriculture

• Identify continuing educational opportunities for floral designers

• Explain AIFD certification and accreditation process

• Describe characteristics employers look for in employees

Objectives

Mila Supinskaya/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Careers in Floriculture

• Name some floriculture careers.• What types of backgrounds are

needed to qualify for these careers?

David FR/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Careers in Floriculture (continued)

There are many career opportunities in floriculture

• Entrepreneur • Floral Designer• Salesperson• Delivery Person• Freelance Floral

Designer• Specialty Florist• Event Florist• Wedding Florist

• Commercial Grower• Wholesale Florist• Movie and TV Set

Floral Designer• Interiorscaper• Designer• Product Developer• Education and

Research

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Commercial Growers

• Produce plants, cut flowers, and foliage• Plants grown in greenhouses or open fields• Background in plant science

Ruud Morijinl/Shutterstock.com, ,

Hans Engbers/Shutterstock.com ,

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Wholesale Florists

• Sell all types of plant materials

• Sell hard goods such as glassware, floral foams, and wire

• Purchase products from growers and sell to retail florists

Sura Nualpradid/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Retail Florists

• Full-service flower shop• Limited-service flower shop• Bucket shop• Specialty shop

Lynn Watson/Shutterstock.comMJTH/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Full-Service Flower Shops

• Delivery service

• Wire service• Wedding

flowers

Ekaterina Pokrovskaya/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Full-Service Flower Shops

• Funeral flowers• Retail floral production

Rocky33/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Limited-Service Flower Shops

• Focus on one type of specialty service

• Do not deliver• Do not offer wire services• Sell to a specific targeted

clientele

Shulevskyy Volodymyr/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Bucket Shops

• Provide only cut flowers

• Predominately cash-and-carry sales

• Flowers by the stem

• Flowers by premade bunch

Zbynek Jirousek/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Specialty Shop

• Provide specialization • Wedding specialty• Silk floral specialty

Ekaterina Pokrovskaya/Shutterstock.com, Ekaterina Pokrovskaya/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Owners or Managers

•Take orders•Arrange delivery•Train employees•Administrative tasks

MJTH/Shutterstock.com, CandyBox Images/Shutterstock.com

•Condition plant materials on arrival•Order and purchase supplies•Crete eye-appealing displays•Advise customers on flower and plant

care

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Floral Designers

• Produce everyday designs• Must be creative• Knowledge of floral material• Knowledge of design styles• Knowledge of techniques• Knowledge of mechanics

Goodheart-Willcox Publisher

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Salesperson

• Good at customer relations• Has empathy for the

customer• Knows store policies• Tactfully resolve problems• Interpret what a customer

wants to express

Iakov Filimonov/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Delivery Person

• Representative of business

• Service is the nature of the floral business

• Knowledge of the area for delivery efficiency

Sean Locke Photography/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Freelance Designers

• Highly-skilled withflexible schedule

• Name some advantages of being a freelance designer.

• Do you think there are disadvantages to being a freelance designer? If so, what are they?

CandyBox Images/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Freelance Designers (continued)

• Positive personality and flexible enoughto meet client demands

• Work at retail shops to fill high-volume orders

• Present educational programs

• Design promotionsDragon Images/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Specialty Florists

Event or Studio• Coordinate look based

on a theme• Understand spatial

relationship and scale

Online and Wire Service• Meet standards and

participate in order-filling process

Aleksie/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Caterers

• How would a catereruse floral designs?

• Would it be important for the floral designer and caterer be aware of each other’s plans? Why?

andreasnikolas/Shutterstock.com,Karen Grigoryan/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Movie and TV Set Designers

freesoulproduction/Shutterstock.com

• Knowledge of period designs and flowers

• Knowledge of period mechanics and styles

• Responsible for outdoor scenes• Why would a movie or TV set

designer need to know about period designs and styles?

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Interiorscape Designers

• Enhance indoor environments

• Create interiorscapes to complement architecture

• Can you name five places you have seen the work of an interiorscape designer?

Scott Prokop/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Wedding Designers

nanka/Shutterstock.com/Paul Rick Studio/Shutterstock.com

• Excellent communication skills • Detail-oriented• Excellent business skills• Up-to-date with style and

color trends

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Product Developers

• Design accessories• Develop product lines• Keep track of color

trends

Loskutnikov/Shutterstock.com, RACOBOCVT/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Education and Research

• Instructor• Flower research• Plant research• Behavioral therapy

mtr/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Training and Education

Hands-on Application

Associate Degree

Bachelor Degree

Competitions• National FFA• SAIFD• State floral associations• Why would it be a wise

move to join floral associationsand participate in competitions?

artcasta_/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Continuing Education

• Classes• Presentations• Conferences• Associations• Networking

• Why would you want to attend floriculture presentations and conferences?

• How is networking valuable?Konstanin Chagin/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Certification Process

• Knowledge• Skills• Hands-on exams• Written exam

Diedie/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Certification Benefits

• Earn credentials and experience

• Demonstrates commitment• Teachable• What are some of the

benefits to becoming certified as a floral designer?

Dean Mitchell/iStock/Thinkstock

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

American Institute ofFloral Designers (AIFD)

• Certified Floral Designer (CFD)• AIFD Fully-accredited designer• Requirement of Continuing

Education Unit• Student chapters (SAIFD)• Professional Floral Design

Evaluation (PFDE)

Outta the Box by Bryan Swann, Karin’s Florist, Vienna, VA

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Employment

• Applying for a job• Building a résumé• Creating a portfolio• Interviewing• Employability• Work habits• Personal habits

Robert Kneschke/Shutterstock.com

Copyright Goodheart-Willcox Co., Inc. May not be posted to a publicly accessible website.

Employability

• Work and personal habits• Good citizenship• Team player• Responsibility• Professionalism• Organization• Self-confidence

Kinga/Shutterstock.com