Florist Debunks Popular Flower Preservation Method
Catherine Traynor, founder of Snapdragon Edinburgh, has revealed that a common practice many people use to preserve their flowers is completely ineffective. In an exclusive interview, the experienced florist shared professional insights about floral care, industry pricing, and what customers often misunderstand about her profession.
The Truth About Flower Food
"We no longer advocate flower food," Traynor states emphatically. "Our experiments over the years show no improvement in vase life whatsoever." Instead, she emphasizes that proper stem cutting, water management, and environmental conditions are far more crucial for extending the lifespan of cut flowers.
Professional Flower Care Techniques
Traynor outlines the correct approach to flower preservation:
- Cut stems diagonally using sharp florist scissors or a knife
- Place flowers in cool, fresh water immediately
- Top up water daily and replace completely every two to three days
- Re-cut stems during water changes
- Remove any deteriorating stems promptly
- Keep arrangements away from direct sunlight and heat sources
"The cooler the spot, the better," she advises, noting that her shop maintains cool temperatures even during summer months to preserve inventory freshness.
Industry Pricing and Seasonal Fluctuations
Traynor addresses common misconceptions about floral pricing, particularly around Valentine's Day when costs typically increase. "This isn't about profiteering," she explains. "It's simply supply and demand causing that, with huge pressures to produce perishable stock for a specific date."
The florist breaks down pricing components:
- Standard markup on wholesale flower costs
- Design fees based on arrangement complexity and time required
- Conditioning and preparation costs for raw materials
She contrasts this with supermarket practices: "Supermarkets use flowers as loss leaders, selling them at prices barely above their wholesale cost, which is much lower than what small businesses pay due to their buying power."
Career Realities in Floristry
Traynor provides insight into the profession that many customers don't see. "This is a physically demanding job," she reveals. "We're lugging heavy buckets of flowers around, on our feet most of the day, often working in cold conditions."
Salary ranges in the industry vary from approximately £27,000 for trainees to around £40,000 for experienced senior florists managing shops. Most florists train on the job rather than through formal college courses, though some supplement with private floristry training.
Arrangement Tips and Common Mistakes
The biggest mistake people make when arranging flowers, according to Traynor, is "placing them in a vase that's too small and too short to support them." She recommends choosing a vase about two-thirds the height of pre-arranged bouquets and loosening binding strings to maintain natural flow.
For DIY arrangements, she suggests:
- Selecting appropriately sized vases for specific flower types
- Using single flower varieties for cohesive looks
- Incorporating foliage for support and natural appearance
Seasonal Considerations and Trends
Traynor's busiest periods include the entire month of December, Valentine's Day, and Mother's Day, with weddings keeping the business active from May through October. "Edinburgh being a wedding destination helps maintain steady business throughout the warmer months," she notes.
Her preferred wedding trend leans toward "a natural, romantic, garden style of work," while she expresses dislike for dyed flowers or overly manipulated designs that appear unnatural.
External Factors Affecting the Industry
Weather conditions significantly impact growers, sometimes causing scarcity of specific varieties and subsequent price increases. While Brexit initially added bureaucratic layers and increased costs, Traynor reports that "those increased costs are levelling out now and prices have been fairly stable over the last year or two."
Customer Insights and Final Advice
Traynor observes that for Valentine's Day, "men are generally buying flowers and they tend to pick red roses or bouquets that include red roses, though pink bouquets remain consistently popular too."
Her most expensive creation was a mixed rose bouquet priced around £400, while everyday arrangements typically top out at £150 for large vase displays.
The florist emphasizes that "a few stems in a vase on your desk or mantel look just as beautiful" as larger arrangements, explaining why affordable posies and flower wraps remain popular outside her shop daily.
Despite the challenges, Traynor finds humor in last-minute customers seeking specific flowers she doesn't stock, always managing to "suggest something beautiful to fit the occasion."
