Susan Elkins

What’s your name and where do you come from?
Sue Elkins from the UK and our company is called Flowers4events

Where is your company based, and why?
We are freelance floral designers based in the Peak District village of Eyam, in Derbyshire.

Why?
Because we are surrounded by the most amazing countryside and scenery which attracts many visitors. It is in these wonderful settings clients are choosing to celebrate their special occasions such as weddings in a mix of venues. This is our niche market.

How long has the company been trading?
For 11 Years but was re named three years ago.

What time do you start work and why?
Every day is different, but the earliest days start with trips to our wholesale market in Sheffield, which is 12 miles away and across the city. The earlier you go the better the choice so having a lie in is not an option! Nothing is better on a spring or summer morning watching the sunrise as you drive. Getting up and scraping the snow or ice off the van is a different matter!

What does your typical day involve?
A typical day preparing for a wedding begins with an early start, everything we need is hopefully to hand and conditioned. While we are fresh we make the bridal flowers, leaving everything to drink for the rest of the day including things like buttonholes. At this stage the handties are tied but not finished. Any bouquet on a holder in made, wired and glued and will be sprayed during the day to keep it fresh.

Then we will pack the van and go off to decorate the church or marquee. If it’s a big event we will split into two teams one to stay at base and carry on with table design, corsages, anything that does not require making on site. Decorating a church is always an oasis of calm in a busy day.

Back to base for a cuppa (and chocolate if the stresses of the day are getting to us!)
A quick dog walk with Dylan, the florist cocker spaniel who has been very patient but needs some exercise. He has only once got in among a large funeral order determined not to be left behind, one broken rose and a lot of shouting I’m afraid!

Then its back to completing the rest of the order including the last minute items, which cannot be made too soon. Lists are checked, delivery times and addresses, ribbons, pins and boxes are prepared for last minute jobs the next day, then its time for a soak in the bath and something to eat.

While we work the phone might bring in local flower orders for near by villages or orders from the hotels we provide a bespoke service to. Enquiries from future brides (or grooms!) about bookings. Emails to respond to. While you are working on one job you are thinking at least about the next 6!!

Are there any misconceptions of your job role by the public?
It would be lovely to receive a pound for every member of the public who says “ it must be lovely to work with flowers”. It is!!!
You have to love it to put up with the down sides of early starts and late endings, endless standing, cold conditions, hands with nails to be ashamed of, especially toward Christmas and there don’t seem to be many wealthy florists around.

What takes up most of your time?
Meeting with new clients, either at their chosen venue or at base. It takes lots of time to hear all their plans, look at material swatches and pictures they might have brought and then start to formulate a creative plan for their event that is unique. Costings are worked out and a quote put together where all the relevant information is listed, we want to give them as much information as possible at this stage. Then its getting it down on paper, posting it off to them and waiting for that deposit cheque to say we have won the commission.

Does your job require specific skills and qualifications to do it properly?
You need your floristry skills, these are learnt at college and in the workplace. Both have a very important role in progressing your knowledge and experience.
You need the skills of running a business successfully- excellent organisation, financial knowledge, and people management.
You need people skills, good communication, and the ability to listen, as that is where you learn the most. Plus a great deal of patience! Brides can be under a lot of pressure and need handling with care and consideration. Most of our work comes from personal recommendation so networking is important and a commitment to delivery a first class service.
You need to be creative and think outside the box, keeping up with trends, reading widely, and visiting places and events for inspiration

Are you mainly office based?
No. We work either on site or in our workshop when doing the practical work. We see new clients at their chosen venues or at home, but time is spent in the office catching up on paperwork, checking emails and making calls.

What is the best part of your job?
Turning an idea into reality and knowing you have exceeded your clients’ expectations when they send you wonderful thank you letters and cards.

Is there a bad side to it?
The cold dark starts, never feeling warm all day, broken nails! The fact that it’s a low paid industry for all the hard work and responsibility in being part of some ones very special event. Plus buds that refuse to open despite all your best efforts and flowers that blow the minute they go in water. Temperatures below freezing and occasionally heading for 30degress C

How did you break into the industry – do you have any tips for aspiring 
growers/florists/wholesalers/importers?
I always wanted to have a flower shop and work with flowers. I changed career at 40, went off to college and got a job in a shop. From then on there was no stopping me, I learnt fast and soon started my own business. I was too old to work for someone else for long.

Tips, well buy support tights, the older you get the more your legs ache!
Its infectious, you live flowers 7 days a week. Even on holidays, in South Korea we had to go to see what their flowers shops were like, very different designs hardly any greenery.  In Bangkok a trip to the famous flower market was essential, amazing to see the detailed work that was made for part of their religous ceremonies.

What does the future hold for your sector?
More important than ever to find a niche and be a specialist. Offer what the chains cannot produce with flexibility, creativity and a first class personal service.

How does F&PA membership benefit you most?
You are a mine of information, you provide a voice for everyone involved throughout the whole industry.
You help educate the public.
Being listed on your website gives accreditation to the public who are looking for suppliers.
It's good to receive leaflets and monthly industry news and keep up to date with new ideas and flowers etc.

Susan Elkins of Flowers4events

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