Pricing is not a set calculation, no matter what you have heard before. I just don't think that there is one way to look at it. So, this blog series is touching on all of the parts that I like to consider as a luxury wood flower florist.
In part 1 of my Pricing Etiquette for Wood Flower Florists Series, I described your Quality Markup and provided a quiz to help figure out where you might fall on the "low, medium and high" quality range based on a few questions about your experience and material sourcing. Today, we chat about your additional artistic value and will provide another way of ranking your level of artistry in a way that you can perhaps help you quantify a rate of labor for your work. As discussed in Part 1, your quality markup can multiply your cost of goods, and then you can add a labor cost to that. This blog has to do with the labor cost side of the basic equation:
Final Price = (Cost of Goods x Quality Markup) + (Time x Labor)
Keep in mind there are other equations out there for pricing! This is not for you accounting gurus. This is for you creatives looking to get a basic hold on where to even begin. You are more than welcome to use a more official pricing equation and experiment with the difference of each. Many include a profit margin (which I do believe you need to calculate effectively) but for the purpose of this blog, we are focusing on the latter half of the equation.
Artistry in floristry is what sets apart a beautiful arrangement from a breathtaking one. It is also what sets apart luxury wood flowers from craft wood flowers. (Ouch! Did that hurt to read!? Sorry flower friend, but it's not meant to hurt, it's meant to empower you, I promise!)
Your unique artistry is the magic that brings your creations to life, making each piece stand out among the crowd. While the quality of your wood flowers we talked about in part 1 is undoubtedly important, a lot of my prompts actually touched subliminally on your artistry - which is your ability to transform these flowers into stunning works of art—that truly elevates your brand and justifies your pricing.
Quality vs. Artistry
Quality is the foundation, but artistry is the soul. High-quality materials are essential, but they alone don't create masterpieces. Experience is essential, but that alone does not necessarily elevate your design aesthetics to true works of art - so that is where your vision, your creativity, and your skill in incorporating elements and principles of design can come into play as you step into the world of luxury wood flowers and professional wood flower floristry.
As a formally trained artist and licensed art educator with a bachelor's degree in art education - this is my bread and butter - my sweet spot - my passion - my foundation. And as fellow professional wood flower artists, I want it to be yours too. There is no way that the wood flower industry as a whole will get recognized as a legitimate industry of floral professionals if we are not creating artistically, aesthetically and professionally arranged pieces that stand the test of time both literally and figuratively.
Artists skillfully incorporate Principles of Design:
Skillfully incorporating these design principles into your wood flower arrangements is essential for creating stunning, professional-quality designs. By thoughtfully applying balance, unity, contrast, emphasis, repetition, pattern, rhythm, and variety, you can elevate your work from simple floral arrangements to true works of art. Remember, not every arrangement is going to incorporate ALL of these, rather a unique combination of a few of them is all you need.
I actually incorporate a video lesson on the Principles of Design in wood flower floristry as it relates to not only color theory but keeping the needs of your client in mind in my Color Theory to Elevate your Artistry course here on the website. It is something I am extremely passionate about and think every wood flower artist needs to consider these and have them front-of-mind when designing!
Mastering these principles takes practice and a keen eye for detail, but the results are well worth the effort. Not only do these principles help create visually appealing designs, but they also enhance the overall impact and emotional connection of your work. This not only adds its own version of quality, but it also speaks to your client and makes a more meaningful piece. This attention to design detail allows you to charge appropriately for your artistry because clients will recognize and appreciate the level of skill and creativity involved in each piece.
Here is a quick review of the Principles of Design straight from my course that I use in my wood flower artistry to get you up to speed if this is something new, or even a review for you if it is not:
Balance (Symmetry and Asymmetry)
Symmetrical Balance: Symmetrical arrangements have elements evenly distributed on either side of an axis, or all around one point (radial symmetry) creating a sense of formality and stability. For example, using the same florals in a round bouquet that circle around a central flower will show radial symmetry.
Asymmetrical Balance: Asymmetrical arrangements use different elements that balance each other out without being identical. This creates a more dynamic and interesting design. For instance, a large focal wood flower on one side can be balanced with several smaller flowers and foliage on the other side.
Unity/Harmony
Unity and harmony ensure that all elements of the arrangement work together cohesively. Elements not only include the actual physical materials you use, but also the elements of art (which are line shape, color, value, texture, form and space). Choosing colors, shapes, and textures that complement each other is key. For example, selecting flowers and accents that share a common color palette, or textural theme creates a harmonious and unified look.
Contrast
Contrast involves using opposing elements to create visual interest and draw attention. This can be achieved through color, texture, size, and shape. For example, pairing dark, rich-colored wood flowers with light, pastel ones or mixing smooth petals with rough foliage can make your arrangements more striking and eye-catching.
Emphasis
Emphasis involves creating a focal point that draws attention and becomes the center of interest. This can be achieved by using a particularly striking handmade wood flower, a bright color, or an unusual texture. For example, a large, vividly colored and airbrushed sola wood flower can serve as the focal point, with surrounding elements supporting and enhancing its impact.
Repetition
Repetition involves repeating certain elements like colors, shapes, or textures to create a sense of cohesion and continuity. For example, repeating the same type of wood flower throughout an arrangement can unify the design and make it more visually appealing. Often this results in radial symmetry in a round bouquet
Pattern
Pattern refers to the repeated arrangement of elements in a consistent and predictable way. Patterns can add structure and rhythm to your designs. For example, alternating colors or shapes in a specific sequence can create a patterned effect that enhances the overall composition.
Rhythm/Movement
Rhythm and movement guide the viewer’s eye through the arrangement, creating a sense of flow and dynamic motion. This can be achieved by repeating certain elements at intervals. For example, using a sequence of similar wood flowers or repeating a specific color pattern can lead the eye smoothly across the arrangement.
Variety
Variety involves incorporating different elements to create visual interest and avoid monotony. Using a mix of colors, textures, and shapes can make your designs more engaging. For example, combining different types of wood flowers with various foliage and accents can add depth and complexity to your arrangements.
I personally believe there is no way to quantify your artistry, but as a general attempt at setting goals for us as an industry, let's qualify some levels of artistry and an hourly rate at the end of this blog that I think you can possibly use as another rule of thumb. First, I want you to not only consider artistry as the incorporation of elements and principles of art and design, but also the professional development and elevation that you seek.
Artists get formal training and take opportunities for Professional Development
Fresh flower florists often seek accreditation and undergo rigorous training to perfect their craft. This professional development is something that we, as wood flower florists, can certainly learn from and incorporate into our practices. Investing in your education and skill development not only enhances your artistry but also elevates your business. While we do not have an accredited course (yet!) there are certainly ways that you can formally train and develop your skills as a professional:
Ways to Level Up Your Skills:
Workshops and Classes: Attend fresh flower workshops or tutorials from mentors you look up to. Focus on both technical skills and design principles. These can be invaluable for learning new techniques and gaining inspiration. I personally have a color theory course right here on WFC that I hope will help you with this process and hope you will look into this self-paced course to help you.
Mentorship: Seek out mentorship opportunities with experienced florists, both in the fresh and wood flower domains. A mentor can offer personalized guidance and insights. Of course, this being my coaching blog, I am definitely here for you and would love to chat in a 1:1 consultation. The whole purpose of my coaching and consulting endeavor is to be who I wish existed when I started.
Wood Flower Florists Conference: Attend the annual Wood Flower Florists Conference and Retreat. This event brings together experts from around the world to share their knowledge, showcase new techniques, and discuss industry trends. It's an excellent opportunity for networking and professional growth. I do happen to be on the planning committee and would love to chat with you about it if you have any questions!
Read Books: Utilize your public library for a variety of floral design books, business books and more. I highly recommend the Libby App where you can borrow digital copies and audiobooks for free with your library card.
Watch Free Videos: As you know, YouTube, Instagram and TikTok is full of free content! It is a long search and "weed out the bad content in search of the good content" process, but it's free and worth it when you hit the jackpot for awesome content creators. Start following and engaging more with the content that serves you and your algorithm will reward you with more.
Artists Have a unique style and point of view:
Your artistic style is a reflection of your personality, experiences, and creative preferences. It’s what makes your work recognizable and special. Developing your own unique style involves experimentation, self-reflection, and a willingness to take risks.
If you are a wood flower enthusiast always on trend with the latest craft idea posted in a Facebook forum, you may be in the experimentation phase of finding your unique style. Once you find what lights you up, artists do not go with the crowd, rather they hone in on what makes them light up and they continue experimenting in more of a vacuum and do not recreate other's work. I encourage you to get away from the status quo and start doing your own thing as soon as possible!
Your point of view is your perspective on the world, and it informs how you approach your art. It’s shaped by your experiences, values, and the messages you want to communicate through your work.
Storytelling: Use your arrangements to tell stories. Whether it's celebrating a special occasion, expressing emotions, or capturing a moment in time, your point of view can bring depth and meaning to your designs.
Themes and Motifs: Identify recurring themes and motifs in your work. These could be inspired by nature, personal experiences, cultural influences, or anything else that resonates with you. Incorporating these themes consistently helps create a cohesive body of work.
Emotional Connection: Aim to create arrangements that evoke emotions and connect with your audience on a deeper level. Consider how your choice of colors, shapes, and compositions can convey specific feelings and moods.
Your unique style helps you stand out in a crowded market. Clients are drawn to florists who offer something distinctive and memorable. When your work reflects your true self, it resonates more authentically with your audience. Authenticity builds trust and fosters deeper connections with your clients. Likewise, embracing your uniqueness encourages innovation. As you explore and express your individual style, you contribute to the evolution of wood flower floristry, inspiring others and pushing the industry forward - and you know I will be your biggest cheerleader as you do so!
Creating art that is true to your vision brings personal fulfillment and joy. It’s a rewarding experience to see your unique perspective come to life in your work. I personally feel that the more professional artists we have pushing the limits, the more our industry will elevate, grow and receive visibility and credit for our existence. I also believe that artists who have their own unique vision and authenticity are able to charge far more for their labor costs and their arrangements as a whole because they are creating something that can only be made by them.
This is an epiphany I had at the wood flower florists conference in 2022 and I am happy to share it with you to push you to your next level:
Why are you doing what others are doing when you could do what no one else can?
It sure helped me get to mine. I continue pushing myself behind the scenes as this blog post is being written! ✨
Now the real reason you're here! Hang tight, this long blog post is almost done! ⬇️
Determining your Labor Cost:
Charging appropriately for your artistry ensures that you are compensated fairly for your time, skill, and creativity. It also helps to elevate the perception of wood flowers in the marketplace, highlighting them as luxury items that are on par with fresh floral arrangements. If you are just placing wood flowers and hoping that it will look good, you may not be creating multidimensional works of art, yet. I encourage you to get honest with the visual appeal of your work as it compares to fresh flower florist work, experienced florists and where your ideal client and your ideal brand/market lands.
Let's say that there was yet another "Rule of Andi's thumb" that I'll coin a nice name for eventually, and that I had a quick way for you to qualify your hourly rate based on your level of artistry in a very "boxed in" way. Again, I'm not a fan of boxing anyone in, so take this with a grain of salt - I'm throwing spaghetti at a wall here and using my own blog for my own personal opinion. I'm just glad you've read this far!
Wood Flower Florist Labor Cost Scale for Levels of Artistry:
Budding Artists (Minimum Wage - $15/hr or 15%-25% total cost) - Early-stage learners who haven't incorporated the principals and elements of art and design into their work yet. These artists are recreating what they see and getting comfortable with different techniques. Budding artists often haven't taken many workshops, basic classes, and online tutorials but are ready to take on mentorship, formal training and professional networking within the industry to get to the next level.
Blooming Artists ($ 16-$30 or 25% - 35% total cost) - Artists who are working on developing their style. These blooming artists have taken classes and trainings while experimenting their own unique ideas. They often seek mentorship and professional development by attending the Wood Flower Florists Conference and Retreat, in-person floral events, online courses, tutorials and coaching sessions to level up their artistry, brand and business. These artists are often seeking advancement in their hobby to being a business or full-time endeavor.
Flourishing Artists ($30 - $50+ /hr or 35% - 50% total cost) At this advanced stage, these artists have their personal style down. Not only do they attend industry conferences like the Wood Flower Florists Conference, but they often are speaking, presenting and sharing their unique insights as an experienced professional. they go out of their way to train with fresh flower counterparts and take on projects that push their artistry to the limit.
Now, in part 1, I described how you could use your labor costs to be an hourly wage or a percentage of your total costs - so I have put both here to help in that possibility for you to see where your prices range when you do this. Often, the percentage will rise with employees and teams needed to execute such artistic floral designs and projects, so that goes up with the requirement's of the project as well. Often times, the cost of goods for flourishing artists will also be less per piece because they are using bulk and wholesale sources.
Let's Elevate the Wood Flower Industry
As wood flower florists, we have a unique medium that offers endless possibilities for creativity and innovation. Our industry is at it's infancy. We're not even recognized in the floral industry, yet. Understanding and applying the principles of design can elevate your work, making it not just beautiful but truly exceptional. By focusing on your artistry, you can create pieces that stand out and justify premium pricing.
Charging appropriately for your artistry AND quality ensures that you are compensated fairly for your time, skill, and creativity. It also helps to elevate the perception of wood flowers in the marketplace, highlighting them as luxury items that are on par with fresh floral arrangements.
Artistry is truly at the heart of what we do as wood flower florists. By investing in our skills and understanding the principles of design, we not only create more beautiful and compelling work but also justify the value of our creations that already have the inherent value of lasting forever.
Quality is important, but it’s your artistry that makes your work unique and worthy of premium pricing.
Let’s continue to elevate the world of wood flower floristry together by embracing our artistry and committing to continuous improvement!
If you're ready to elevate your artistry, I'd love to chat with you about how I can help you on your journey! Just send a chat message here on the website in the bottom right hand corner, fill out a contact form, or get in touch on social media.
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