05/20/2016
Have you ever tried to send flowers to someone who lives out of the area or in another state? You may have gotten lucky and your florist got something delivered that was close to what you wanted.
The reality is that most florists use one of the wire service' organizations. When we started in our shop 25 years ago, there were a plethora of wire service companies. In fact I believe there were 8 or 9 of them.
The principle of the wire service organizations when they started, was to facilitate the delivery of flowers out of the sender's home turf. It was a good idea. Like many good ideas, it went down the shoot.
What happened? Well first of all, there was no way that any two florists in the United States were going to have the same flowers in both of their coolers. Many of you recall that our coolers always had things in them that you'd never seen any where else in any other flower shop. We were never afraid to try the newest things, the newest varieties of roses as they were released, or the newest colors of a standard item. Not all florists are or were that gutsy.
Since flowers are very subjective (all in the eye of the beholder), each designer had their own way of doing things and their own style to their designs.
In order to combat that, the wire service came up with design books. They were great when you had an untrained or lacking in creativity designer. But as time went on, the customer became more savvy and wanted creativity. They no longer wanted the "roundy moundy" look/design.
More on this in the days ahead.