0Flowerona Tips: Optimising the photos on your Twitter profile

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Last Friday, I started a new weekly blog post series called Flowerona Tips and today, we’re going to take a look at making the most of the photos on your Twitter profile.

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First impressions are so important and since Twitter recently was revamped, you may have noticed that your Header Photo looks a little bit fuzzy? This is because it’s being stretched to fit the full width of the screen. So, the solution is to make sure you use a photo with Twitter’s recommended dimensions of 1500 pixels × 500 pixels. To add a new Header Photo, simply go to Settings/Profile/Change header/Upload photo.

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If you would like to change your Profile Photo, the recommended size is 400 pixels x 400 pixels.

P.S. If you’re a florist, why not change your Header Photo regularly to reflect the seasons?

(Image : Rona Wheeldon for Flowerona)

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12How to create a blog for your floristry business that wins you work…A guest post by Fiona Humberstone

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It gives me such pleasure today, on Florist Friday, to feature this very special guest post by my Social Media for Florists workshop co-host, Fiona Humberstone

Whether you’re at the top of your game or just starting out, a well-planned and well-executed blog has the power to move your business forwards. Done well, it can be more than the sum of your current reputation. It’ll build your brand, captivate your current and prospective customers and generate real and meaningful business opportunities.

And whether you dream of more high profile events, that elusive book or TV deal or simply want to sell more flowers, a powerful blog can help you achieve your commercial objectives, as well as being another tool to nurture your creativity.

I’m a huge fan of blogging for business. Long before I sold my brand styling company, I had a very successful blog that brought in a steady stream of international enquiries, opened up some very exciting business opportunities and enabled us to celebrate our unique creative style as well as attracting more of the right sorts of clients.

As a florist, you have the opportunity to do the same, but the challenge is in creating something that adds real value and cuts through the blogging noise. Sure, most people nowadays have a blog and if you’re just going through the motions, you’ll struggle to create something that wins you work. But with a little creative thought and a large helping of flair and style (something I know you’ll have in spades) you can create a blog that surpasses your PR activity and creates profitable business opportunities.

Ahead of our Social Media for Florists workshop, I thought I’d share my top tips on creating a blog that helps you generate work.

Eleven steps to creating a blog that wins you business

  1. Own your space. Create distinctive and memorable content that helps you stand out and cut through the noise.
  2. Focus on adding value. Create posts that make showing up worthwhile for your readers; whether that’s sheer creative inspiration or sharing some of your expertise.
  3. Talk to your customers not your peers. It’s lovely to be recognised by other florists but the people who really matter are your current and prospective clients: use them to guide what you post about and how you write.
  4. Demonstrate the experience. When you blog about a wedding don’t just show the flowers. Tell the story, share the emotion, explain why and how you arrived at the design you did. Show how you fulfilled the client’s brief, how you added value and how thrilled your client was with the result and it won’t be long before you have brides queuing up to work with you.
  5. Be inspired. When you’re excited about your work, you’ll communicate that energy through your writing and you’ll create a buzz. That doesn’t mean you need to shriek, but it does mean that you should blog when you feel inspired to and take a break (within reason) when you don’t. It’s the inspired, creative posts that will give your blog traction, so blog from love not obligation.
  6. Create captivating photographs. Pinnable, inspirational and creative images are essential in getting your blog noticed and showing off your work in it’s best light. Don’t just re-hash images from your site: your blog gives your business another dimension, so learn some basic photography skills and enjoy styling up your flowers to really tell a story.
  7. Do. Not. Sell. Your blog isn’t a news feed. It isn’t a sales channel, it’s a dialogue between you and your readers. It’s a notebook, a journal or a scrapbook. It’s somewhere people go to for inspiration. They don’t expect the hard sell and they won’t stick around if that’s all they see.
  8. Remember the 80/20 rule. The biggest way your blog will generate business is by attracting the sorts of visitors who love your style and through your posts can see that only you can deliver your particular brand of fabulousness. But every now and again, like 20% of the time, it’s ok to have a little plug…
  9. Give people an insight into your world. It’s easy for those of us who aren’t florists by trade to overlook the 4am trips to market, the freezing conditions and the wear and tear on your hands and just see the carefree glamour of floristry. I’m not suggesting for one moment you shatter our illusions, but you do get to work in some pretty exciting locations; what can you share without breaking confidences?
  10. Build a dialogue with your readers. Take the time to respond to comments, both on your blog and via social media. Write intimately rather than broadcasting to the masses (even though tens of thousands of people might be reading) and use your readers’ feedback to guide what you post about moving forwards. It’s this dialogue that will build brand loyalty, help you increase your readership and generate enquiries.
  11. Show you mean business. It almost goes without saying that to be taken seriously it’s essential that your blog looks smart at the very least. This might be as simple as using a template theme or investing in a beautifully bespoke design that really enables your business to stand out from the crowd.

What would you add to the list above? I’ve deliberately focused on the things you can do to generate enquiries and help build your brand rather than the mechanics of getting your blog out there or using it for Google juice, but I’d love your thoughts. What have you done for your blog that’s worked well?

And if you’re not signed up already, it would be great to see you on our workshop on 1st July where we’ll be getting you focused, helping you brainstorm exactly what you could blog about and getting you super excited about carving out a unique space in the market that only you can own… We are having lots of fun planning the details and sourcing some very lovely gifts for your goody bags, it would be great if you could make it!

(Images : Fiona Humberstone / Rona Wheeldon)

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0Florist Friday: Interview with Zlatko ‘Todd’ Todic of Todich Floral Design

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Where has the week gone? I can’t quite believe that it’s already Friday again…and time for this week’s Florist Friday interview! It’s the turn of London-based florist, Zlatko ‘Todd’ Todic of Todich Floral Design.

Could you tell us about your floristry background?

Someone who once asked me this same question remarked that I obviously ended up here because it was ‘somewhere between science and art’.  From being an agriculture student at university and working part-time as an extra at the opera and ballet, I eventually found my way to a career in floristry, which as a mixture of science and art itself, is somewhere between them both.

When I first arrived in the UK in the early 90s, I worked at New Covent Garden Flower Market for about a year, before starting to do some work for Paul Thomas. So, my career in floristry really has grown from the floor up, so to speak. I also did some work for Rob van Helden and Harper & Tom’s.  And one day, after Tom asked me how old I was (26 at the time), he said ‘you should really make up your mind about what you’re going to do with your life’. His suggestion had a profound effect on me, and I thought about it long and hard when I got home. And it was really at that point that I decided to focus 100% on becoming a florist, and that this is what I wanted to do. For the next few years, I concentrated on building up my experience, working regularly with Paul Thomas and freelancing for other designers too, as well as taking projects on myself, when I could.

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When did you set up Todich Floral Design and where are you based?

I set up Todich Floral Design in 1998 after saving for what seemed like an eternity! For the first few years, I actually worked from home.  But then finally in 2000, we moved to our current location in Camberwell. I took on one employee, who I met at the flower market looking for a job and trained her from scratch. I remember it well.  She came up and asked if I had any jobs going.  And I was desperate for help at the time, so we literally just hopped on the van and that was it.  I had my first member of staff.

Today, the business consists of a talented team of five florists and designers, plus myself, our customer services representative and book-keeper. We operate out of two workshops and have worked on some amazing events in some of the top venues in London over the years, including The Painted Gallery in Greenwich, The Mandarin Oriental, The Dorchester and The Natural History Museum, to name just a few. The business really has grown more than I had ever dreamed.

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What kind of floristry services do you offer?

We offer a full floral design and styling service, including wedding flowers, corporate flowers, and decoration for events both large and small. In addition, we also provide same day flower delivery in London and next day deliveries within the UK via our online shop, Flowers24Hours.co.uk.

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How would you describe your style?


It really depends on the client’s brief, since we deal with such a wide variety of requests. But if I had to sum it up, I would describe our style as ‘upmarket floristry at a reasonable price’. Whether clients want something striking and modern, wild or vintage, our florists and designers combine both their technical skills and creative ability to come up with designs that perfectly fit the budget and brief. So, whatever the style, our signature, I would say, is technically smart work with a creative edge.

Where do you get inspiration for your floral designs?

As a team, we’re constantly taking inspiration from everything around us..the flower market, which we visit daily, plus the fashion and interior design worlds, as well as our collective history, travels and experiences. The team has a diverse background and includes five different nationalities.  So everyone brings a slightly different perspective to our work, resulting in a really great fusion of creative ideas.

Trends in design come and go but one thing remains constant, which is the natural beauty of flowers and plants.  I’m really enjoying and taking inspiration from the movement towards more organic looking, wild designs at the moment and I particularly like the emerging trend towards ‘bringing the outdoors in’.  I think it reflects a growing desire among people to reconnect with nature. In floral design, we can echo this with the incorporation of materials such as twigs, logs/tree stumps, blossom, moss and planted flowers in designs. 

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What is your favourite flower?


My favourite season is spring as it signals the beginning of everything coming back to life. So I love all spring flowers, particularly daffodils and muscari, as they also remind me of my garden at home.

What are you plans for 2014?

My focus in 2014 is to really build the Todich Floral Design brand and get the message out there about the wide variety of services we can provide…from small weddings to large scale floral décor. I’m also working to improve the efficiency of our systems so we can reduce the burden of admin and on developing a streamlined quotation system that helps deliver a much more efficient service to clients…from our initial quote, through to delivery of their flowers and billing.

Many thanks to Todd for all his help in compiling today’s blog post. If you’d like to see more of his beautiful floral designs, simply pop over to the Todich Floral Design website.

Social Media

To keep up-to-date with their news from Todich Floral Design, here’s where you can find them on social media:

Facebook: Todich Floral Design
Twitter: Todich Floral Design
YouTube: Todich Floral Design
Blog: Todich Floral Design

P.S. Look out for a very special guest blog post later today. It’s a definite ‘must-read’ for florists and is brimming full of lots of hints and tips!

(Images : Todich Floral Design)

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1Floral adorned top hat & tie for Alan Titchmarsh, created by Zita Elze

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What a treat I have for you today! The wonderful Mr Alan Titchmarsh recently appeared on the front cover of the Radio Times magazine wearing a very special top hat, tie and an embellished no. 50 in his pocket, designed and created by florist Zita Elze. The floral accessories were made to mark Alan’s 50th anniversary as a plantsman and also the 50th year of the Royal Horticultural Society’s Britain in Bloom campaign.

Zita is well-known for her signature floral embroidery and she used the following flowers to make the hat…Asclepias, Lisianthus, Hellebores, Spray Roses, Nigella, Peonies, Hypericum, Grevillea, Ranunculus, Ceropegia and Orchids. On the tie, the following flowers were used…Asclepias, Lisianthus, Hellebores, Spray Roses, Nigella, Hydrangea, Hypericum, Grevillea, Ranunculus, Ceropegia, Orchids, Muscari and Delphiniums.

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Here’s a close-up of the tie.

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Aren’t the designs just absolutely stunning?! Here are some of the individual components…

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And what a great shot below!

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Many thanks to Zita, The Radio Times and photographer Ian Derry for allowing me to share the images with you today. If you would like to attend a Floral Embroidery course, Zita’s next one runs from July 7th-8th at her Floral Design Academy in Kew. Full details can be found on the Zita Elze website.

(Images : © Ian Derry / The Radio Times)

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0One Flew Over at A Most Curious Wedding Fair – April 2014

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In this week’s Wedding Wednesday blog post, I’m delighted to feature London-based florist, One Flew Over. I captured these photos of their stand at A Most Curious Wedding Fair in April. It was lovely to meet the two ladies behind the company, Charlie and Jess, at their first wedding fair…

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Their floral designs have such a wonderful vintage vibe, don’t they? To see more of their flower arrangements, simply pop over to the One Flew Over website. And if you would like to know how to make a floral hair clip, wrist corsage, headdress or buttonhole, they’re holding a Floral Delights Summer Workshop on July 8th in London. Simply click here for further details.

Social Media

To keep up-to-date with news from One Flew Over, here’s where you can find them on social media:

Facebook: One Flew Over
Twitter: One Flew Over
Instagram: One Flew Over
Blog: One Flew Over

P.S. Many thanks to Charlie and Jess for the beautiful buttonhole, which they kindly gave me at the fair!

(Images : Rona Wheeldon at Flowerona)

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