COSTING FOR BRIDAL BOUQUET
Written by Gregory Milner
Principal of Marjorie Milner College
Bridal work as well as wreath work was a wonderful backup for florists if gift lines were on a "go slow". However florists no longer promote funeral work in their stores and therefore the public are not reminded of this product. I will speak of this subject in another article however I will say that there are a few niche florists that have a fantastic funeral business and they also have their itmes (in synthetic flowers) on full display.
Now to wedding work. It was always a great profit making area for florists however the handtied posy blobs of the mid-nineties have lowered magins to an alarming point. It s a common scenario for a client to choose a rose posy on display at a florist for $45.00 and then suggest they would like to order one just the same for their wedding. The florists' spiel to follow this is usuallly nonsensical to the consumer. Many florists are grossly undercharging for wedding bouquets and lord knows we need some consistency in our pricing. I also feel sorry for florists in Tasmania who pay double in wholsale cost to most other states. These scenarios of costing are based on Victorian wholesale costs and naturally these can vary. But the method used is a constant.
FLOWERS AND FOLIAGES allowing for imperpections 300% mark up
8 roses - premium quality $ 10.50 bunch $ 42.00
4 iris - $6.00 a bunch charge for six, ten in a bunch $ 14.40
1 stem emu grass- $5.50 a bunch (10) allow for 2 $ 4.40
4 Succulent - $ 1.00 each $ 16.00
10 leucondendron $ 4.50 a bunch (medium) $ 18.00
6 stems of Draccena $ 4.40 a bunch 0f five, 88 cents a piece $ 21.12
Cypress 1/3 bunch - $ 3.00 a bunch $ 4.00
Spear grass $ 3.00 a bunch 50 cents used $ 2.00
Total $121.92
SUNDRIES 200% mark up - Grande bouqet holder $ 1.30 $ 3.90
Oasis glue $4.80 per tube $ 14.40
Wire support 20 @ 5 cents a piece $ 3.00
Cord handle $7.00 a roll used half a roll. $ 10.50
Boxing , Box with shelf $9.50 $ 28.50
Tissue 8 sheets @ 25.00 a ream (480 sheets) 5 cents a sheet $ 1.20
Ribbon on the box, 4 metres organza wired edge ,150mm $19.90 (ten metre roll) $ 22.80
Total $ 84.30
LABOUR @ 1.08 PER MINUTE 45 minutes $ 48.60 (adjust this figure to your labour time)
Total of Flowers, Foliages and sundries = $ 226.84 including GST
Labour $ 48.60
Total $275.44
TRAILER BOUQUET HANDLE UP.
Wholesale costing
8 anthuriums @ $ 2.50 EACH $ 20.00
7 roses @ $16.00 per bunch (premium large heads) allow for the bunch $ 16.00
5 cymbidium orchids @ 12.50 stem allow full stem $ 12.50
Molucella balm $ 7.50
Leather fern $ 5.50
Tropical leaves @ 6.50 for five (used two) $ 1.30
TOTAL $62.80 cost
100% = $125.60 100% + gst = 138.16
150% = $157.00 150% + gst = 172.70
200% = $188.40 200% + gst = $207.24
250% = $219.80 250% + gst = $241.78
300% = $251.20 300% + gst = $ 276.32
Sundries 200% mark up
Wire support 30 @ 5 cents a piece $ 1.50
Parafilm roll @2.50 $ 2.50
Tissue 8 sheets @ 25.00 a ream (480 sheets) 5 cents a sheet $ 1.20
Ribbon on the box, 4 metres organza wired edge ,150mm $19.90 (ten metre roll)$ 22.80
Total $ 28.00
200% =$84.00+GST
= $ 92.40
LABOUR @ 1.08 PER MINUTE 60 minutes $ 64.80
The sundries in each of the figures below remains at 200%.
TOTAL 100% = $295.36
150% = $329.90
200% = $364.44
250% = $398.98
300% = $433.52 INC. Gst
Rose Posy Hand Tied
30 roses @ 50 cm. $12.50 a bunch $ 37.50
Camellia 1 bunch @ $ 5.50 $ 5.50
Total $ 43.00 wholesale cost
100% = $86.00+gst=$94.60
150% = $107.50+gst=118.25
200% = $129.00+gst=$141.90
250%= $150.50+gst=$165.55
300% = $172.00+gst=$189.20
Sundries
Wire support 50 @ 5 cents a piece $ 2.50
Parafilm roll @2.50 (TAKE AWAY CONTAINER INCLUDED) $ 2.50
Tissue 8 sheets @ 25.00 a ream (480 sheets) 5 cents a sheet $ 1.20
Ribbon on the box, 4 metres organza wired edge ,150mm $19.90 (ten metre roll)$ 22.80
Total $ 29.00
100% = $58.00+GST=$63.80,
150% = $72.50+GST=$79.75
200% = $87.00+GST=$95.70,
250% = $101.50+GST = $111.64,
300% = $116.00+GST = $127.60
LABOUR @ 1.08 PER MINUTE 60 minutes $ 64.80
TOTAL AT
100% = $223.20 (with no GST on labour)
150% = $262.80 (with no GST on labour)
200% = $302.40 (with no GST on labour)
250% = $341.99 (with no GST on labour)
300% = $381.60 (with no GST on labour)
40 Roses
TOTAL AT
100% = $249.30 (with no GST on labour)
150% = $297.18 (with no GST on labour)
200% = $343.65 (with no GST on labour)
250% = $387.92 (with no GST on labour)
300% = $434.40 (with no GST on labour)
50 Roses
100% = $276.80 (with no GST on labour)
150% = $331.83 (with no GST on labour)
200% = $384.90 (with no GST on labour)
250% = $433.85 (with no GST on labour)
300% = $487.20 (with no GST on labour)
Consider
At Valentine's Day many florists will charge between $80.00 and $120.00 on average for 12 roses to be presented. If you are selling a bouquet of 50 roses on a mark up of 200% the cost is $384.90.
To compare this ratio, let's say $100.00 for a dozen roses, then 50 roses would be $416.67.
It is interesting to consider that one item is a gift and the other a bouquet that will be the most important bouquet ever carried.
Please consider the style of the gown. You should learn these as well as fabrics to be able to suggest flowers and foliages to a bride to complement her gown. You need to consider many factors before making any suggestions to a bride.
· When is the wedding?
· Do you have any preference for design or flowers?
· What is the style of your gown?
· What is the fabric?
· Are you wearing a veil? What fabric and length?
· Where is it being worn? Do you require a headpiece made from fresh flowers?
· How will your hair be styled?
In each section of your wedding order there will be numerous questions to best establish how you can recommend and suggest to your client. By using your product knowledge you convince the client you have expertise and therefore confidence is achieved. This is vital in the process of rapport to achieve the order. If you have hotos of your work put then into a computer program and run this at your point of sale all day. It is great advertising for your store. Much better than promoting photos of other florists work!
You will need to consider the brides height and build. Using your product knowledge you will suggest what flowers could be suitable and why. Have a list made of seasona availability. Dont make life hard for yourself - suggest flowers that are not difficult to obtain. If a client requests natural stems for a wedding bouquet consider the time of the year for the lasting quality of the flowers and also how the flowers will be carried. Natural stems may not be comfortable to hold and if they are cut too short they are no longer visible and therefore a wired bouquet or a bouquet holder may be more desirable. Always use a mirror with a bride and give her bouquets to hold. (artificial and in good condition) Often, when holding natural stems, the bride looks at the bouquet from the side. IE heads face upwards, stems downwards. If they want the bouquet to look or face the camera then the stems will be in her tummy. Awkward to hold. Point these things out.
If a bride is short and plump a slender bouquet will complement her and it should be made in proportion to her height. Therefore, consider the size of the bouquet to the bride/ bridesmaids. The style of the gown will dictate your suggestions. A gown with an ornate bodice would best be complemented with a style that is made to be carried lower to the body rather than in front of the bodice. Your knowledge of construction is vital to these suggestions as the bouquet will be constructed with the shank (handle) in a different position.
If a bride favours tulips they will continue to grow if made on natural stems or in a bouquet holder as the water will be available. In the case of natural stems the water source will be available until the time of the wedding where you would suggest to the bride that the stems should be towel dried to avoid any dripping or moisture. You can also use cold glue on the end of the stem and this will seal the moisture in without visible trace and this negates the use of water. The method of wire support will vary depending on the method of use. A fully wired bouquet will ensure the tulips remain at the stage when wired. They will not grow as the water source has been removed and they are air locked with Para film.
If flowers are to be worn knowledge of the hairstyle is vital. An example would be a French role. If you did not inquire whether the role was from left to right or the reverse the flowers could be attached upside down. Especially if they are attached to a comb.
There are numerous other examples of the need to use your product knowledge. If flowers are requested for a cake you need to know where the cake will be displayed.
When it will be set up as you do not wish to arrive at a venue to dress a cake and find it is not there.
You need to know the size of the cake.
What the cake is made of?
Where will the cake table be displayed?
The colour of the cake?
Suggest what flowers would suit the cake and what designs. For example on the top, or each layer, or on the cake table.
Your client will be interested in the finished product and its impact. You must consider how it will be made and secured to ensure client satisfaction. You cannot fasten into a cake unless the makr inserts sterilised test tubes. Baking paper should be pleaced under the flowers for hygiene.
Advise your client that for health regulations the flowers must not pierce the cake and that they will sit on a hygienic base under the flowers.
Explain the features of what you have suggested. Analyse the features of floristry products before you attempt to suggest a product. This will assist you in the best way to verbalise your communication.
Costing of your product is vital. You must be able to suggest an item that is within the clients' budget. You may find you have suggested items that are very well received but when the cost is presented the client requests an alternative at a lesser cost. Your product knowledge will be tested again as you will need to suggest flowers that will suit their budget. Howvewr know exactly what your profit is or he exercise is pointless.
A customer approached you for wedding flowers. It is their second wedding. They do not know what to hold and seek your advice.
Reception Flowers at 200%
Candelabra (Hiring cost) (Including collection) $40.00
40 Roses @ $0.85 each $102.00
1 bunch Hydrangea @ $4.50 $13.50
2 bunches of Agapanthus @ $4.50 $27.00
2 bunches of Stock @ $3.50 $21.00
2 bunches of Lisianthus @ $9.50 $28.50
1 bunch of Ivy @ $5.50 $16.50
1 bunch of Lamb's ear @ $5.50 $16.50
Coloured Twigs @ $10.00 $30.00
Total $295.00
Sundries at 200%
Wreath ring @ $5.60 $16.80
Half brick of foam @$0.50 $ 1.50
Wire $ 3.00
Candels (Dripless) @$2.80 x 5 $42.00
Total $63.30
$295.00 + $63.30 = 358.30 + gst = $394.13
Labour @ $1.08 per minute for 30 minutes $32.40
Total (inclusive of labour) $426.53
Quoting per head for a table of 10 @ $42.64 per head for the flowers.
Have you considered -
Bridal Bouquet
Bridesmaids Bouquet
Bridal Headpiece
Bridesmaids Hair pieces
Flower Girl/s Bouquet
Flower Girl/s Hair piece/s
Ring Cushion
Corsages (Mothers, Grandmothers, Special family members and guests) Shoulder corsage, wrist corsage or handbag corsage.
Button Holes- Groom, Best Man, Groomsmen, Fathers, Grandfathers, Page Boy, Master of Ceremonies, Ushers, Readers, Chauffers.
Car/Carriage Flowers
Service Flowers- Urns, Alter Bowls, Pew Decorations,.
Reception Flowers- Urns, Table Centers, Cake Flowers, Powder Room Flowers, Main Table Flowers.
Special Request- Arch of Flowers, Chuppa Flowers.
I would really be interested to have feedback on this artical from Flowergoss subscribers. Remember figures dont lie.
© Marjorie Milner College 2011
