Master Classes

Master Classes at Love 'n Fresh Flowers

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 the nature of flower farming, their entrepreneurial goals, and their customers’ desire to support a unique and authentic business.  During these courses, students learn to tell their story with grace and passion through powerful photography, elevated floral design, and nontraditional marketing.  Courses connect an amazing group of kindred spirits as well.  Alumni from these courses often become fast flower friends who support each other throughout the growing seasons.

ALL MASTER CLASSES ARE TAUGHT IN-PERSON AT OUR FLOWER FARM IN PHILADELPHIA

Each master class is led by Jennie Love, owner of Love ‘n Fresh Flowers.  Jennie has designed and led numerous workshops over the past seven 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 no more than 10-12 students.   Jennie has just one assistant on hand so that students get a lot of direct one-on-one time to ask as many questions as they want!  

Click over to the blog to read a series of profiles on students who have attended past Master Classes and how their businesses have grown as a result of their investment in these classes. 

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THE BUSINESS OF LOCAL FLOWERS SHORT COURSE | MARCH 8, 2018

A shorter, drilled-down, boot-camp format of our popular two-day master class for those interested in pairing this class with attending the Philadelphia Flower Show and/or picking up their plugs from Gro ‘n Sell, which is just a short drive outside of Philadelphia.

During this intensive afternoon-long class, Jennie will go over in detail all the nuts and bolts of running a financially-successful and personally-sustainable flower business.  We’ll tackle the nitty gritty of several specific sales outlets, including flower CSAs, grocery stores, floral design workshops, corporate events, bulk orders to individual customers, restaurant sales, funerals, proms, pop-up shops, and just a little bit about weddings.  After reviewing these numerous sales outlets and the pros and cons of each, we’ll go into more detail about some business fundamentals:

- effective marketing: “pick your lane” and find “your” customer
- business plan basics and why you should have one
- scaling up or down for better balance and organization
- prioritizing expenses in the early years – what’s worth it, what’s not
- insurance, payroll, and bookkeeping overviews (boring, but necessary)
- pricing tactics and formulas for financial success
- how to manage client expectations for sanity and success
- competition versus collaboration; respecting the industry as a whole
- how to take a winter vacation

Please note this class is not focused on weddings. Students wishing to learn lots about wedding/event design should sign up for the Weddings Master Class in May.

For more details, head over to our Online Shop! 

 

FLOWER FARMING 101: From the Ground Up | APRIL 14, 2018

Are you an innovative floral designer ready to elevate your work with exceptional and unusual botanical elements grown in your own garden? Tired of hoping your wholesaler will have that “special touch”, just to be disappointed? Or perhaps you’re just beginning to dream about being a flower farmer? Or maybe you’ve got a season under your belt but you realize how valuable it would be to skip all the “trial and error” and learn proven processes for managing a small intensive farm right from the start?

This beginners’ boot camp is the perfect way to hit the ground running and build a successful flower growing operation, no matter what the scale!

Guided by Jennie, we’ll hunker down for a <i>very full day</i> of learning in the living classroom that is the Love ‘n Fresh Flowers’ urban 2 acre farm. We’ll tackle a number of important “beginner” growing topics in-depth, including:

- developing your detailed planting plan
- staying organized for greater efficiency
- properly sowing seeds and handling seedlings at planting time
- finding the right suppliers for all your growing needs
- selecting the best crops for small spaces
- determining the best scale for your operation, now and in the future
- discovering outstanding foliages and vines to grow for designers
- harvesting quickly and properly for greater productivity
- controlling weeds
- watering with irrigation
- fertilizing with organic methods

There will be several hands-on demos to help students learn more effectively. A detailed class workbook, including Jennie’s own seeding schedule used at Love ‘n Fresh Flowers and her top 10 crops to grow to make your enterprise profitable from the start, is provided to each student with plenty of space to take notes throughout the day.  The class is very intimate.  Jennie will lead the entire class with the help of just one assistant so you’ll have lots of individual time with her to ask all your important questions.

Students will go home with a goodie bag of some of Jennie’s favorite, easy-to-grow seeds and vendor coupons. Students also take with them a tray of 30 beautiful, organically-grown transplants to immediately dive into planting their own cutting garden for the 2018 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!

 

BUILDING A FLOWER BUSINESS: From Seed to Sale | APRIL 22 & 23, 2018

Dreaming of starting a flower business? Have a season or two under your work belt and really wondering how you’re going to steer this ship into profitability? Been in business a decade and struggling with how to evolve and avoid chronic burn-out? No matter where you are in your business journey, this intensive two-day experience, surrounded by fellow flower entrepreneurs, will be the push you need to crest the next hill.

We’ll tackle tough business questions — including how to build a business that supports you instead of draining yourself dry and how to stay afloat in a saturated marketplace — as we also outline how to build a business based on a commitment to local, seasonal blooms and sustainable practices.

Ellen Frost, from Local Color Flowers will join Jennie once again 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 from Baltimore, MD.

During this class, we’ll talk in great detail about:

- effective marketing: “pick your lane” and find “your” customer
- business plan basics and beyond
- inventorying your existing business to create a master plan for long-term business equity
- scaling up or down for better balance and organization
- prioritizing expenses – what’s worth it, what’s not
- hiring and training, including key roles to fill if you’ve never hired help before
- insurance, payroll, and accounting overviews (boring, but necessary)
- self-care and valuing your quality of life
- realistic management of client expectations
- strategies for year-round sales when you’re a seasonal business
- social media best practices, including maximizing an Instagram business profile
- pricing tactics and general formulas
- all the ways to sell flowers to diversify and transition your revenue streams
- how to approach a new customer (i.e., florist, grocery store, etc)
- relationship building between farmers and florists for greater sales
- competition versus collaboration; respecting the industry as a whole
- utilizing grants for special projects

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.

Please note this class is not focused on weddings. Students wishing to learn lots about wedding/event design should sign up for the Weddings Master Class in May.

Each student will get a printed workbook covering the class topics, including a business plan outline and a basic formula for pricing to ensure your flower business is profitable. And 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.

At the end of the day, Jennie will demonstrate crafting a bespoke hand-tied bouquet flowers from her farm. Students can then design their own while they wait for their turn to have a one-on-one with Ellen or Jennie.

This class is very intimate. Jennie and Ellen will lead the entire class with the help of just one assistant so you’ll have lots of individual time with them to ask all your important questions.

Consider coming a day early and take our Floral Jewelry class to learn how to make signature flower necklaces, cuffs, and hair accessories.

 

WEDDINGS: FROM SEED TO CENTERPIECE | MAY 7, 2018

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.

We’ll discuss all the nitty gritty wedding-specific topics such as:
- contracts
- proposals
- pricing
- service levels
- package options
- vendor networking
- the many vehicles of marketing
- setting boundaries
- client communications
- tips for packing the van for delivery

The class is very intimate. Jennie will lead the entire class with the help of just one assistant so you’ll have lots of individual time with her to ask all your important questions.

Students will receive a printed workbook full of critical wedding materials that they can use immediately to improve their own business. Students will also watch Jennie design her signature “earthy elegant” bridal bouquet and a tablescape similar to what she would create for a spring wedding. Students will have the opportunity to design themselves for the last two hours of the day while Jennie fields Q&As from the group.

A celebratory champagne toast will be held in the flower field in the evening to cap off the class. Students signing up for this class are encouraged to plan on staying overnight in Philadelphia on the 7th so they can enjoy their sunset cocktails to the fullest.

This is an intensive, full-day class beginning at 8 AM and finishing instruction around 7 PM. Come to class fully-charged to get the most out of it!!

Consider arriving a day early and attending our Art of Color in Floral Design workshop on May 6th!

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FLOWER FARMING 102: Novice to Knowledgable | NOVEMBER 4, 2018

This class is being designed for flower farmers/gardeners who have a season or two under their belt and are now looking to dig a little deeper into farm efficiency and more specialized crops. We’ll build on what was taught in Flower Farming 101 for students that attend both, but you are welcome to attend without taking the 101 course if you think you’ve already got the basics down.

Guided by Jennie, we’ll deep dive into how to fine-tune and troubleshoot your existing operation to make it more efficient and productive. We’ll collaborate on a number of typical “sophomore” tasks and queries in-depth, including:

- fine-tuning your crop plans for efficiency and profitability
- kicking dead-beets to the curb
- specialty crops
- pest and disease management in a maturing farmscape
- troubleshooting weed management
- what infrastructure to invest in next
- no-till practices and cover cropping
- hoop house management
- training and managing a farm crew
- creating and using systems sheets
- where to prioritize your time

There will be several hands-on demos to help students learn more effectively. A detailed class workbook, including Jennie’s own seeding schedule used at Love ‘n Fresh Flowers and her top 10 crops to grow to make your enterprise profitable from the start, is provided to each student with plenty of space to take notes throughout the day. The class is very intimate. Jennie will lead the entire class with the help of just one assistant so you’ll have lots of individual time with her to ask all your important questions.

Students will go home with a goodie bag of some of Jennie’s favorite bulbs and dahlia tubers and vendor coupons.

*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 4th!

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PRIVATE ONE-ON-ONE PRACTICUM |  Weekdays Year-Round

For budding or experienced professionals who can’t attend one of our scheduled group master classes or who would  prefer more personal and quiet instruction tailored specifically to their needs, Jennie offers full-day, private intensive floral practicums with lots of hands-on guidance.  Pricing depends on the core tract chosen for the day’s agenda: farming, business or design.  The Farming  and Business Tracts start at $1150/day.  The Design Tract stats at $1990/day and includes lots of fresh floral materials to create whatever designs the student wishes along with personal coaching for all wedding/event design questions.  The tracts can be blended if desired, but we find it works best if students focus on one so the day doesn’t get overwhelming.   Consider scheduling two days back-to-back if you feel you are having trouble picking just one tract.

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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 10-12; 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 class 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, you must put two or more classes in your shopping cart before checking out. Then use the discount code RANUNCULUS to receive the 10% off. If you have trouble, please email info@lovenfreshflowers.com.

RESERVE YOUR SEAT IN A CLASS TODAY BY VISITING

OUR ONLINE SHOP  

 

 

 

3 Responses to “Master Classes”

  1. Samantha McCall

    So looking forward to your visit tomorrow in Easton! And as I was perusing your website I got so excited about your workshops and want to sign up for everyone!!!! Would you please keep me updated on your workshop offerings? Thanks! See you tomorrow. Samantha

    Reply

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