Column December 2006 

The professional floristry industry is changing quickly. In more and more countries the business is under pressure.
We can see it on schools, were fewer young people will learn how to arrange flowers. The last 10 year we see a grow and more developments in countries but in other countries the future is not so good.

Also we see at the same time a wild west on all kind of courses and workshops. 10 years ago in Europe to be a teacher was really a profession. Now everybody seems to be able to do it! The result is that students learn much what is not true or not the right thing!

To run a flower shop is an interesting challenge. But for many shop owners it is not so easy to make good money from it. It must be said that creative florists not always also are good businessman. The last thing is extremely important. Many courses only pay attention to the design and creative aspects. Honestly to say that the interest of students for this often also not is so good...

If there are less flower shops, there also is less space for staff. And will have the professional organization less members. And will have schools less students. The circle is nearly closed by than.
Important is that florists become a member of their national organization
New dynamic inspiration can give new impulse and bring the profession on the level were we like to see it.

Please do not think that I am not serious of only see problems. In the contrary I see many new opportunities.
Big large schools have a problem with their overhead cost and cost of management and buildings. Private schools can be more flexible and sharp in the cost calculation.
There is mores space to come for the private school.

Important is to know what kind of quality you must offer your customer. What are the target groups and how can you give them maximum service. The hobby market needs another approach as the professional market.
You must offer guaranty in quality, in the curriculum, teachers quality and experience, good facilities, and more.
Each school of course only offer the students the best level of teachers.

I am convinced that the time of doing concessions on quality is over now.
I work now for 42 years in this beautiful profession, but as said the last 10 years I have seen it from low till high became less. Diploma's are provided on a very easy way.

A customer is willing to pay a lot of money if the product they get is perfect. Unfortunately this top quality is not so easy to find.

My conclusion is that there are unique chances for the private initiative. When you can make a good businessplan and a good but simple organisation structure it can lead to a success. A new future for the floristry world and the flower art in general is possible.

Let us start working on this in 2007!