Essential Marketing for Florists

Tea Party and Fashion Show Nets SC Florist New Fans

Jennifer Pryor celebrated Mother’s Day with 70 friends (some old, many new) on the front lawn of her Lexington, South Carolina flower shop.

Katie Hart, Palmetto Duo Photography
Katie Hart, Palmetto Duo Photography

Last Sunday, the owner of White House Florist hosted a tea party and fashion show with the help of a local event planner (Melanie Murphy, of By Invitation Only…Event Planning & Design), photographer (Katie Hart, of Palmetto Duo), furniture dealer (Deborah Collins, of Charmingly Southern Vintage Rentals), and boutique owner (Chris Godfrey, of fab’rik Lexington).

Katie Hart, Palmetto Duo Photography
Katie Hart, Palmetto Duo Photography

Partnering with other local businesses, particularly event planner Melanie Murphy, was critical to the event’s success, Pryor said. Their services contributed to the atmosphere of the party while also divvying up tasks and expenses and helping with marketing.

“We’ve done weddings with all of them,” Pryor said. “Networking with fellow vendors and building relationships helps pull these kinds of things together.” Pryor only recently met Chris Godfrey and asked if she’d like to get involved, since her store is fairly new and would benefit from advertising.

Decked out in sundresses, fancy hats and fascinators, the guests enjoyed sips and snacks, each other’s company, pretty centerpieces and demure table settings, and a fashion show punctuated by a local DJ.

Katie Hart, Palmetto Duo Photography
Katie Hart, Palmetto Duo Photography

“We wanted to keep it fairly small and intimate,” Pryor said. “We started taking reservations in March and, by April, were sold out with a waiting list.”

Many asked if the party would become an annual event. “Of course we would love to,” Pryor said. “We just need to make sure we can work out the finances.”

Pryor is no stranger to hosting parties at her shop. Every fall, she throws a tailgate for customers to shop, nibble on football snacks, and celebrate their favorite sports team. Her engagement socials, held several times a year, invite brides-to-be to hobnob with local wedding vendors.

“Any time we have an event, we have the opportunity to meet new people and introduce them to our business,” she said. ” It also helps build our relationships with our existing customers.” What’s more, any outdoor event provides good advertising and marketing “with all the people who are just driving by.”

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