How to choose your wedding florist – 8 simple steps to finding your perfect flower match

Flowers are one of the first things couples get excited about when planning their wedding, and truly one of the most important elements of your wedding decor. Beautifully curated floral arrangements can transform a space and set the tone of your event, and keep guests talking long after your big day is over. Choosing the right florist to execute your vision can make the difference between walking into the floralscape of your dreams or being underwhelmed, or even  disappointed, with your flowers.

So how do you go about making sure you find your perfect match?

1 – Know what you love 

The first thing you need to do is take a moment to ask yourself what’s most important to you. For many couples, the style, or specific aesthetic of floral design will be a top priority. With a never ending source of inspiration images to collect on Pinterest, Instagram and other platforms, it’s easy and fun to build a moodboard and edit it until you’re giddy with excitement every time you look at it. This board will become an important tool when deciding which floral designers to contact, and once you meet with them will be the best way to convey what your dreams are.

2 – What to look for in a floral designer

1 – Aesthetic compatibility

Florists are artists, and choosing the right one is most often tied to finding one whose style is perfectly in sync with yours. If you’re dreaming of loose, romantic bouquets, why hire someone who specializes in tight, round ballroom arrangements? Just like you wouldn’t expect a caterer to excel in every type of cuisine, think of florists as having niche design styles.

2 – A solid reputation for service and professionalism

Your relationship with your florist is based on trust – you won’t know until your wedding day exactly what your flowers will look like, so it’s especially important to find vendors who have a track record of delivering what they promise.

3 – Alignment with your budget

Although this one seems like a no-brainer, once emotions start running high it can be hard to make decisions based solely on numbers. Some florists might simply be out of your price range, but it’s also possible that your dreams aren’t realistic given how much you’re willing to spend.

4 – A good personality fit

This one’s a bit of a bonus, but can be a great point to consider if you can’t decide between two or three contenders. Wedding planning is usually long, stressful and draining, so having someone on your team that you can communicate with fluidly and is focused on relieving stress rather than adding to it is invaluable.

3 – Start your research 

Not sure where to even begin?

Word of mouth is a great way to get started. Ask friends and family if they’ve had exceptional experiences they can share. Your venue may have a preferred partner list, and your other vendors (such as photographer, caterer, etc.) often have great insights since they see more florists’ work in a year than most people do in a lifetime. And if you have a planner, they will certainly have a strong opinion about who would be a good match for you. 

Once you’ve exhausted those avenues, a search on Google is also very helpful, as is Instagram. You can stalk your favorite planners’ and photographers’ accounts and note who is credited when you notice florals that especially speak to you. 

One source you can skip is websites such as Wedding Wire; these sites rely on paying customers and aren’t an accurate representation of what the market has to offer. Not to mention, several vendors don’t receive their enquiries so messages sent this way may never get read.

With each new lead, you should check a minimum of two things:

1 – Aesthetic compatibility

Check their website portfolio and/or Instagram – This should be your make or break – Does their work inspire you, get your heart racing? If you’re not still thinking about that arch or that bouquet the following day, maybe there’s not enough sparks flying to warrant an email.

2 – Professionalism

Read their Google reviews – these are a great way to get a sense of their customer service and professionalism. Will they deliver what they promised on the wedding day? Do they have sufficient experience to create what you have in mind? You can skip this step if the florist is 100% vouched for by your planner and you have full trust in them.

4 – Contact your shortlist

I recommend starting with your top 3, and then add others only if you hit a dead end (such as your date isn’t available). Reach out first by email or by using the inquiry form on their site. Initial questions should be simple and serve the function of checking if they meet your basic criteria.

These should include:

1 – Are you still free for X Date?

2 – Do you have a minimum spend? 

3 – Do you offer delivery / installation / breakdown (if this is a must for you)?

4 – Do you have a FAQ you can share, or an average price list?

5 – What are the next steps?

At this stage you can include a bit of information about your venue and a link to a Pinterest board so the florist can get a sense of what you have in mind. Further questions are better kept for the consultation, where you’ll want in-depth information and nuanced answers that are difficult to communicate by email.

How many consultations should I book?

My hot take? Start with ONE.

Seriously. Consultations are time-consuming, and comparing several proposals quickly gets confusing and stressful. While doing your research, there’s probably one designer that keeps making its way back to your thoughts. The one you keep checking their IG for new posts –  that’s the one you should meet with first. You can always book more meetings if you don’t feel satisfied with the first personal contact with them or the proposal they send afterwards.

Stressed about missing out on better options? Two consultations is also great, and three can be helpful, but I’d advise against more than that, unless of course you’re disappointed with outcomes.

5 – Prepare for your first meeting

It’s time to get ready!

Ask the florist if there’s anything specific they’d like you to prepare. In any case, you’ll need to have:

1 – Inspiration.

Pinterest is a great tool (you can check out our Guide to Using Pinterest to Design your Wedding Flowers) but anything will do as long as you are able to visually convey what you love. Think style, shape, colour palette, vibe, etc. If you’re confused and are drawn to several things, that’s ok too! A good florist will be able to read into your board and help you figure out what your preferences are. Just keep in mind that too much is like not enough – 1000 images won’t get you further than 20 well curated ones. Do a bit of editing ahead of time, making sure you only present florals that truly represent what you want for your wedding.

2 – Know your needs

Make a list of your absolute must-haves, and then, if needed, add a few bonus items that would be nice if the budget allows. If you start to get confused, split these into wedding party, ceremony, tables and other decor.

3 – Think about your budget

This one’s hard, I know. But the best way to get a proposal that suits your budget is to share at least a range with which you’re comfortable. Most of my clients will say something along the lines of  “we’re hoping to stay between 10k and 15k, and absolutely can’t go higher than 18k” or “based on our research we’re thinking about 4k but let us know if we’re way off”. Without any guidelines, you risk getting proposals that will give you tremendous sticker shock! And perhaps the florist would have interesting ideas to cut costs and be able to prepare a proposal that suits your budget better.

6 – The consultation

The first thing I want to say is: THIS SHOULD BE FUN.

This is your chance to see if this vendor is a good fit for you – will it be fun and easy to work with them, or will it add another source of stress and pressure? Do they ask questions and listen or are they steering you in a different direction? Do they seem like they’re flexible or have a “take it or leave it” approach? Are they referring back to the images you sent, or are they just showing you their own designs?

Unsurprisingly, the first consultation is a major part of deciding who you want to work with, so this is your chance to see how it feels to interact with this person. Afterwards you should feel seen, heard, and excited about new possibilities!

QUESTIONS TO ASK

Your questions will most likely naturally be answered during the course of the conversation, but here are some things to keep in mind:

Design

1 – How do you approach the design process? 

As artists, each florist will have a different way of communicating their ideas and listening to yours. You’ll want to make sure theirs will feel easy and intuitive to you.

2 – How much will I know ahead of time in terms of flower varieties, colours, sizes? 

This varies from “Here is an exact photo of what you’ll get” to “I’m an artist so it will remain a total mystery”…! There’s no right or wrong answer here, but you do have to make sure you choose a floral designer that works in a way that won’t add to your stress levels.

3 – Will flower choices change based on availability/seasonality?

If you have very specific flower varieties in mind, ask them what happens in the event that they’re not available or arrive in bad condition. Flowers are perishable and seasonal, so last-minute substitutions are a big part of wedding floral design.

Pricing

1 – Will you provide an itemized quote or a package pricing?

2 – Can you provide me with more than one option or price points?

3 – Do you think our budget is realistic based on our needs?

4 – If not, can you suggest changes so we can stay in our price point comfort zone?

5 – Does the proposal include delivery? Flip? Breakdown?

6 – Can we make adjustments to the quote before we sign the contract?

7 – Once the contract is signed, what type of changes to the order can we make?

Venue and installations

1 – Have you worked at this venue before? 

By no means necessary, but if a florist has a lot of experience in a venue they might be able to recommend ideas that suit the space especially well.

2 – Have you done X type of installation before? 

If you have your heart set on a large-scale installation or suspension, it’s a good idea to check if they have the technical ability to see it through.

3 – What ceremony elements, if any, can we repurpose for the reception?

If reusing the ceremony flowers is important to you, mention this now. Larger pieces may be impossible to move, and the florist might suggest a different type of setup to accommodate this need.

4 – Do you have experience with X cultural tradition?

If you need specific cultural elements (such as a chuppah or mandap) it’s a good idea to make sure they are well versed in this tradition.

Other questions you won’t want to forget include:

1 – Are vases rentals or do they come with the flowers?

2 – Do you have rental items available (such as arches, chuppahs, columns, etc) or do we need to find another provider for these?

3 – Do you take care of candles?

Red Flags

1- Upselling

Are they trying to convince you to spend more than you’re comfortable with? There’s a difference between being transparent and explaining to a client what their dreams will realistically cost, and being pushy or manipulative.

2 – Overpromising

Does this sound too good to be true? If a florist presents you with prices that are lower than others, it’s normal to wonder if this will affect the quality or size of the designs. 

3 – Pressure or ultimatums

Anyone pressuring you to sign or accept anything without giving you enough time to think it through and discuss it with loved ones should be avoided.

4 – Problem-solvers vs problem-makers

Maybe this is just a personality trait, but it’s so much easier to work with someone who is always looking for and suggesting solutions. This could be something simple like “Well peonies won’t be in season but here are a few flowers that have a similar vibe” or more complex such as “The images you’re showing me will cost 3 times more than what you’re willing to spend, let’s figure out together how we can stay true to your vision while realistically planning for less flowers”.

7 – Comparing proposals

Depending on the scope of your wedding and the way the designer works, these could range from super simple to complicated and confusing… Don’t hesitate to circle back and ask questions to make sure everything is clear. Ask yourself:

1 – Does it reflect what you communicated during the consultation regarding your needs, style and budget.

2 – Can you visualize the items? For example, if a line reads Centrepieces, you should have a clear idea of whether it’s a bud vase or a large elevated piece. Are they referencing specific images you looked at together?

3 – Are the vases included, are there any rentals?

4 – Does it include delivery, installation, breakdown?

5 – Are there any other fees that can get added further down the line?

8 – The final choice

After many years in the business and countless conversations with couples I’ve come to believe that in most cases, the choice of who to work with is usually easy. If you’re lucky (and do your research well), one florist will really click with you and will send over a proposal that fits with your budget.

Sometimes you’ll be in a situation with one florist you adore but is out of budget range, and one on budget whose work is nice, but perhaps doesn’t get your heart racing. As with all your other wedding-related decisions, you’ll have to decide what to prioritize. Can you live with smaller arrangements? Less arrangements? Do you prefer quantity, or quality? If you’re in a truly heart-breaking spot, it’s entirely acceptable to reach out and say “We really, really want to work with you but unfortunately we’re not able to stretch our budget past X. Is there anything you could propose that would make this possible?”. 

Ultimately, you’ll have to drop Pinterest and IG and trust your gut to make the right decision for you!