Are you considering getting into wedding floral but don't know where to start, or seek to improve your existing wedding program? Fran Parrish from Heirloom Soul Florals will share big picture and anecdotal insights into the wedding floral experience, including strategies for client relations, marketing, booking processes, and more. She will break down the benefits and drawbacks of full service vs. DIY buckets. Abby Wilson, owner of Maple Shade Farm, will follow with insights gained from hosting events at her popular barn wedding venue in the Catskills. She'll share her design process, sourcing tips, and advice for farmers and florists wishing to grow their wedding business. Leah McDaniel owner of Black Swan Floral Design, is a farmer turned event florist. She will discuss how she partners with local growers to offer gorgeous sustainable arrangements, bouquets, and installations.
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