The magazine for modern floristry
1 October 2026
The magazine for florists, flower businesses and people who love floristry
Archive
Positioning, communications, sales and customer relationships in floristry.
Business & Management / Events & Community / Florists & Stories
Archive note: this meeting took place in Bucharest on 3 July 2026. The article records the topics and partners announced at the time; it is not a current invitation.
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Artificial intelligence is starting to change the way customers discover, choose and buy products, and florists are not outside of this transformation. In retail,…
The homepage of an online florist is the digital storefront that decides in seconds whether visitors become customers, which is why it must clearly…
Business & Management / Florists & Stories / Marketing & Sales
John Buskermolen of Waterdrinker discusses supply, differentiation, costs and structured growth. His answers are presented as attributed professional perspective, with commercial claims qualified for…
Business & Management / Florists & Stories / Marketing & Sales
A Romanian case study on using smaller occasions such as Saint George’s Day on 23 April for relevant customer communication. Adapt the idea to…
Storytelling can help explain the inspiration, materials and intended occasion behind a floral arrangement. This guide focuses on clear, truthful communication and does not…
Thoughtful lighting can reveal the colours, shapes and textures of flowers and help define a shop’s atmosphere. This guide considers practical design choices without…
Business & Management / Marketing & Sales / Supply & Flower Industry
Professional-looking product photographs can help florists present their work consistently. AI-assisted applications may reduce some editing work, but results, costs, rights, privacy terms and…
Business & Management / Marketing & Sales
A florist shop can be profitable, but the result comes from the business strategy behind it. Digital sales, marketing and cost control are important…
Business & Management / Marketing & Sales
December flower and gift demand clusters around local name days and Christmas. Florists can use personalisation, a strong in-shop experience and consistent communication, while…
ProFlorist Impact / Technology designed with resources in mind
ProFlorist helps florists work more responsibly.
Digital workflows can help flower shops reduce waste, use less paper and organise deliveries more efficiently.
Digital tools
Stock, recipes and availability can help florists plan how to use flowers they already have.
Local organisation
Delivery areas and coordination can help flower shops avoid unnecessary journeys.
Digital workflows
Orders, instructions and photographs in one digital workflow can reduce the need for printed copies.
Encouraged practice
We encourage packaging suited to the product, fewer unnecessary materials and reusable or recyclable options.
Development direction
We aim to develop tools for origin, suppliers, certifications, materials and waste records.
Development direction
We are exploring reusable packaging and container loops between suppliers and flower shops. These features are not yet available.
Less waste. Fewer kilometres. Smarter floristry.
ProFlorist Impact. Technology that can help flower shops reduce waste and work more efficiently.
Features depend on the plan, configuration and use. The benefits describe aims and possibilities, not measured or guaranteed environmental results. ProFlorist Impact is an initiative, not a certification.