FROM SEED TO CENTERPIECE: A MASTER CLASS SERIES
Back in 2014, Love ‘n Fresh Flowers launched a popular tailored curriculum, From Seed to Centerpiece: A Master Class Series, for floral designers and farmer florists alike. Equal parts horticulture intensive, business review, and artistic retreat, these topic-specific, concentrated courses enable students to connect more deeply with nature and tap into their customer’s deep-seated desire to support a unique, creative and authentic business. By investing in these courses, students learn to tell their story with grace and passion through powerful photography, elevated floral design, and nontraditional marketing in a way that reaps both greater sales and greater personal fulfillment. Courses also connect an amazing group of kindred spirits.
Each master class is led by Jennie Love, owner of Love ‘n Fresh Flowers. Jennie has designed and led numerous workshops over the past five years, including the sold-out Seasonal Bouquet Project LIVE series and classes for Longwood Gardens’ Floral Design Certificate program. A charismatic and passionate flower farmer, Jennie found her natural niche as a “farmer florist” for wedding and event design and has become a recognized leader of the local flower renaissance. She has been featured in the New York Times and in Martha Stewart Weddings (Spring 2015 and Summer 2016 issues), as well as several other publications and websites. Her distinctively lush, textural, “earthy elegant” floral designs have been featured in hundreds of weddings as well as numerous photo shoots, magazines, style blogs, and books.
All classes are kept to an intimate size of 10 students, Jennie, and one assistant so that students get a lot of one-on-one time with Jennie to ask as many questions as they want!
THE DESIGNER’S CUTTING GARDEN | APRIL 14, 2017
For the innovative floral designer or beginner farmer florist seeking to elevate their work through the use of exceptional and unusual botanical elements grown in their own garden.
Guided by Jennie, we’ll hunker down for a very full day of learning in the living classroom that is the Love ‘n Fresh Flowers’ farm and tackle a number of important growing topics in-depth, including planting plans, seed sowing, suppliers for seeds/plants, best plant selection for small spaces, great foliages and vines to grow for designing, and tips for harvesting and post-harvest care.
There will be hands-on demos of seeding and transplanting, installing irrigation systems, efficient weed management techniques, pest identification, composting, and using organic fertilizers. A harvest demonstration will help students understand the best way to cut for improved production and longer vase life.
Students will go home with a goodie bag of some of Jennie’s favorite, easy-to-grow seeds and a tray of beautiful, organically-grown transplants to immediately dive into planting their own cutting garden for the 2017 season!
*This class is a one day intensive starting at 8 AM and running through the day until we answer everyone’s questions so plan to arrive in Philadelphia the night before and stay late on the 14th!
THE BUSINESS OF LOCAL FLOWERS | APRIL 23 & 24, 2017
For the floral designer or farmer florist determined to enhance their business with exceptionally fresh and unique flowers, a firm commitment to seasonality, and truly sustainable practices.
Ellen Frost, from Local Color Flowers will join Jennie to discuss their respective business models in-depth. Ellen is not a farmer, but rather has built her thriving, exclusively-local, floral business on successful, productive relationships with many flower farmers within a 150 mile radius of her shop in Baltimore, MD.
During this class, Jennie and Ellen will talk in great detail about management of client expectations through the seasons; strategies for year-round sales, even in cold climates; effective marketing and social media practices to promote your locally-grown niche; specialized sustainable practices for floral businesses; and networking with local farmers to supply specialty materials not available through wholesalers.
We’ll tackle the nitty gritty of several specific sales outlets, including flower CSAs, grocery stores, floral design workshops, bulk orders to individual customers, restaurant sales, and some of the basics of attracting wedding clients. We will also discuss how to build a business that works for you and how to achieve the elusive “work-life balance” so many small business owners struggle to find.
Each student will get to chat with either Jennie or Ellen one-on-one to develop specific action plans for their particular business model, be it farmer-florist or floral designer. Florists will receive help with finding farmers in their region.
Jennie will demonstrate crafting a bespoke hand-tied bouquet with all locally-grown materials from her farm, and students will then design their own.
Please note this class is not focused on weddings. Students wishing to learn lots about wedding/event design should also sign up for the June weddings master class (outlined below).
WEDDINGS: FROM SEED TO CENTERPIECE | JUNE 5 & 6, 2017
For the farmer florist and floral designer alike, there’s no business quite like the wedding business.
Jennie has created florals for hundreds of large and small weddings over the years (50-70 events per season), taking Love ‘n Fresh Flowers from simply a small flower farm to a flourishing, high-end event design studio with an international following in less than five short years. Jennie/Love ‘n Fresh Flowers was named one of the Top 62 Floral Designers in the nation by Martha Stewart Weddings in the Spring 2015 issue and her work was featured in a four-page special “In Season” spread in the Summer 2016 issue. Driven by Jennie’s marketing expertise and passion, Love ‘n Fresh Flowers has also been featured in myriad blogs, books, magazines, and the New York Times. Students will learn how to incorporate some of the same strategies to build their own wedding businesses and learn how to design elegant and ephemeral bouquets with all locally-grown, seasonal materials..
In this final class of the three-part master class series, we’ll discuss nitty gritty wedding-specific topics such as contracts, proposals, pricing, service levels, package options, vendor networking, the many vehicles of marketing, and client communications in great detail. Students will receive an assortment of valuable templates to take home to use for their own businesses. Love ‘n Fresh has tried it all and you’ll learn what works and what doesn’t in the special event arena.
On Day Two, using all locally-grown materials, Jennie will demonstrate her signature “earthy elegant” bridal bouquets, personal flowers, ceremony decor, and table designs. Students will then have the opportunity to walk the flower fields and harvest their favorite blooms and foliages to use in crafting designs of their own.
A celebratory cocktail hour will be held in the flower fields the second evening to cap off the course. Students signing up for this class are encouraged to plan on staying overnight in Philadelphia on the 6th so they can enjoy their sunset cocktails to the fullest.
THE FINE PRINT
The above details are subject to change a bit, depending on weather and timing.
Classes are held at the Love ‘n Fresh Flower farm in Philadelphia, PA.
Class size is limited to 10; five students must be signed up for the class to run.
One day classes involve at least 8 hours of instruction/activity. Two day classes involve a total of at least 12 hours of instruction/activity, often much more. Detailed information will be emailed to registered students before arrival.
A light breakfast, gourmet seasonal lunch, and snacks are provided each day. Additional meals may be provided as indicated.
Accommodations are not included in the registration fee. Shuttle service will be provided from the nearby Hampton Inn to the farm each day. Students are welcome to stay anywhere though. A list of recommended hotels and B&Bs is available upon request.
Attend 2 or more From Seed to Centerpiece master classes and receive at 10% discount. To take advantage of this discount, please contact firstname.lastname@example.org for a special code prior to reserving your spot.
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