I want to talk about something that happens in the floral industry that does not happen in basically any other creative or service industry on the planet.
People ask us to explain why flowers cost what they cost.
Not in a curious way. In a skeptical, slightly confrontational, I-saw-roses-at-Trader-Joe’s-for-$12 kind of way.
And for a long time, florists, myself included when I first started, would actually do it. We’d pull up our invoices mentally and start explaining. The markup on stems. The labor hours. The delivery fees. The waste factor. The backup flowers that need ordered for certain sensitive varieties. The cooler costs. All of it laid out like we owed someone a detailed receipt for our existence as a profession.
I don’t do that anymore.
Here’s an analogy that changed everything for me
You sit down at a nice restaurant. The menu comes out. There’s Brussel sprout appetizer for $15. 5 brussel sprouts, cut it half, roasted to a crisp perfection, drizzled with some kind of fancy balsamic sauce situation happening. Fully delicious and one of those “f**k it, it’s date night and I’m ordering these” moments.
Do you flag down the server and ask them to break down the cost of the brussel sprouts? Do you want to know what the farm charged per piece, how long the chef spent on the sauce, what the overhead per plate looks like?
No. You either want the brussels, or you don’t. You order it or you skip it. Nobody’s defending the veggies.
Florists should get that same energy and we don’t. And I think it’s time we talk about why.
Where this comes from
Real talk: a lot of it comes from comparison shopping against the wrong thing.
Grocery store flowers and designer florals are not the same product any more than a Michelin star plate and a gas station sandwich are the same meal. Both are food. Both involve ingredients. The comparison kind of ends there.
When someone comes to me and says “BUT, I saw bouquets at Costco for $20” I hear “I saw a gas station burger for $3 and I’m wondering why your restaurant charges $16 for a burger.” The flowers might look similar from a distance. The sourcing, the expertise, the design, the timing, the care that goes into getting everything to its most perfect point on exactly the right day… that’s a completely different thing.
You’re not paying for stems. You’re paying for someone who knows which stems to get, when to get them, where to get them, how to get them to their peak on your wedding day, and what to do with them when they arrive.
What I actually do when someone pushes back on pricing
I used to explain myself. Now I just get clearer on whether we’re the right fit.
If someone’s primary concern coming into a consultation is finding the cheapest option, that’s useful information. Not a judgment, just a signal that what they’re looking for and what I do might not be the same thing. And that’s okay. There are talented people in every price range doing good work.
But if someone values the design, trusts the process, and understands that flowers are a medium not just a product, we’re going to have a completely different conversation. One where we talk about vision and feeling and what they want their guests to experience. One where the budget is a starting point not a ceiling we’re trying to squeeze under.
Those are the conversations I’m here for.
So what IS fair to ask about pricing
For the record, there’s a difference between understanding what you’re investing in and demanding a justification for every line item.
Totally fair questions: asking what different budget ranges realistically get you, asking how to prioritize your spend for the most impact, asking what the design process looks like and what’s included in full service.
Not really the vibe: expecting a florist to prove that their work is worth their price, comparing designer florals to grocery store bundles, asking if you can just buy the flowers yourself and have someone arrange them for less.
The brussel sprouts appetizer is $15. It’s delicious. You don’t need the chef’s justification and explanation as an reason to enjoy it.
Great, now I want some roasted brussel sprouts with some balsamic glaze drizzled on top, and it’s only 7:30 in the morning as I write this…I’m pregnant, okay?
If you want an honest conversation about what your budget can do and where it’ll make the most impact, that’s exactly how I work. Let’s talk.
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