Florists’ Wishes for Easy, Affordable Access to Web Images & Recipes Granted!
Once upon a time, in a land not so very far from here, a forlorn florist sat glumly in front of the design table in her floral shop. A handsome golden vase sat next to a magnificent bouquet of the most exquisite, perfect blooms.
“Oh, how I wish I had a recipe for creating an arrangement with these beautiful flowers that would be perfect every time!” She said to herself. “And if only I had a professional-looking photo of that exact arrangement that I could put on my website to show my customers!”
Glancing at the container, she noticed an array of water spots marring its shiny exterior. She picked it up and began vigorously rubbing at the spots with a cloth. As she polished away the blemishes, she said to herself, “If only I had a floral genie to grant me my wish!”
And, suddenly, POOF! J Schwanke appeared before her!
Okay, okay. So that is NOT the way J came up with the idea to create a gallery of images with related recipes that his company uBloom could offer to florists.
The real story is a bit more, well, mundane than that. Suffice it to say that for a long time, florists had been sending J wishes for images they could use on their websites of designs that incorporated everyday flowers with readily available containers. Those emailed messages became a landslide of requests when uBloom sent an email survey to its members with the question: “Is there anything uBloom could offer you to help you in your professional flower business?”
Eighty-four percent of the respondents asked for website images with detailed recipes.
Thus, the uBloom Image Gallery was born.
To find out more about the project and what it entailed, FlowerChat recently asked J for an interview to get the details. Here’s a summary of that chat:
FLOWERCHAT: Aside from the requests from uBloom members, did you have any other reasons to develop this project?
J SCHWANKE: For 18 years, I created Images for the John Henry Co. I have a great deal of experience creating images and recipes. It's something I'm known for throughout the flower industry. So I wanted to offer an affordable resource to the independent local florist that allows them success that wasn't wire-service-based. Plus, it's part of the mission statement at uBloom to support the local independent florist!
FC: So what exactly does the uBloom Image Gallery comprise?
JS: The uBloom Image Gallery Series 1 includes 25 images with detailed recipes and suggested retail prices. The recipe sheet for each design doubles as a worksheet so the professional florist can create their own prices based on their individual market variances. Each series, available seasonally, will be available in the uBloom Store as a download. The price for the entire series is $20. That's less than a $1 per image, including the recipes. Images are photographed on a white background, in standard square format and are web-ready.
Releasing the series three times a year allows us to work seasonally with content. Plus, the new releases will encourage the professional florist to update their websites about three times a year. It's about putting our best foot forward—together!
FC: Who do you expect will use these images the most or find them most valuable?
JS: Any professional florist with a website! I know it's difficult—florists are VERY BUSY—and the reality of being able to set up a photo studio in their shop and create high-quality images is a challenge. We hope this gives them an affordable resource for professional photos. Florists are the hardest-working people on the planet, and they create amazing flowers. This image gallery is an affordable resource that saves them time and effort.
FC: How did you decide what types of flowers and foliage to use in the designs?
JS: Quality flowers, arranged beautifully, are very important to me, and I represent many leading flower farms. At the same time, I wanted to be sure that the flowers featured were readily available through wholesale florists. Each recipe, then, includes references to the flower/foliage farm, and many times the varietal name, along with quantity used. This makes it easy for florists to work with their local wholesalers to source the same flowers.
We featured a cross-section of flowers from the industry including California-grown flowers from Continental Floral Greens, Gallup & Stribling Orchids, Green Valley Floral, Ocean View Flowers, Resendiz Brothers and Sun Valley Flowers, as well as Florida-fresh clematis from Roseville Farms and Colombian and Ecuadorian flowers from Esprit Miami.
FC: What about plants, containers and accessories?
JS: Each series of images also includes trend-forward plant options, such as succulent gardens, dish gardens and terrariums.
We featured containers from Garcia Group Glass’s G3 (100-percent, post-consumer, recycled glass) FloraGlas (made in the U.S.A.), along with Giftwares Inc.’s glass, ceramics, baskets and moss containers, and SNK mercury glass and metal containers. All ribbon was exclusively from Reliant Ribbon. All hard goods are readily available at leading wholesale florists across the country.
FC: Who gets credit for the designs?
JS: I personally created the arrangements, styled them for the camera and recorded the recipes. Our seasoned, professional flower photographer (DVDP) shot the images for us in the uBloom studios. Series 1 and 2 are on white backgrounds; series 3 (available later this year) will be “lifestyle”-oriented. Those we shot on location on the “Fun with Flowers and J” set. All the images are unique uBloom/J Schwanke creations.
FC: What sorts of images are included in each series?
JS: The uBloom Image Gallery contains seasonal flower arrangements. They are color-based and creatively styled featuring beautiful flowers in easy-to-find containers. These are everyday, easy-to-make, profitably priced arrangements—perfect for professional florists!
Plus, there are some other interesting images included in the series. For example, one of the arrangements is actually illustrated in four images (which count as one of the 25). Each image shows a small, medium and large version of the same design using the same content and increased in size. Then, an additional photo shows all three arrangements side by side. This image is a great reference for your customers because, presently, many florists post three prices with a single arrangement image, which can be confusing to customers. Our image of the three sizes lets the customer see how the different sizes affect the price and content of their purchase.
Additionally in the “Spring Series,” we shot a vase of tulips immediately after arranging and then one day later. The different photos show how tulips grow and change directions. Having lived my entire life in the flower industry and consulted with hundreds of professional florists, I believe there is an opportunity to educate while selling. These kinds of images help our customers understand their flower purchase more fully.
FC: So, the most obvious question—how do florists get the pics?
JS: It's pretty straight-forward. You can purchase the series of 25 images and recipes for $20 online at www.uBloom.com in our store at the beginning of April. They are ready to use in your shopping cart on your website. You can pick and choose which images you want to use. Then, follow the recipe, create a custom price and you're ready to go.
FC: Anything else?
JS: The Independent Floral Network is offering a $5 discount to their members, so their price is even lower!
What are your needs to improve your marketing? Have any tips on how you’ve improved your marketing’s effectiveness? Send your thoughts and questions to [email protected].
Once upon a time, in a land not so very far from here, a forlorn florist sat glumly in front of the design table in her floral shop. A handsome golden vase sat next to a magnificent bouquet of the most exquisite, perfect blooms.
“Oh, how I wish I had a recipe for creating an arrangement with these beautiful flowers that would be perfect every time!” She said to herself. “And if only I had a professional-looking photo of that exact arrangement that I could put on my website to show my customers!”
Glancing at the container, she noticed an array of water spots marring its shiny exterior. She picked it up and began vigorously rubbing at the spots with a cloth. As she polished away the blemishes, she said to herself, “If only I had a floral genie to grant me my wish!”
And, suddenly, POOF! J Schwanke appeared before her!
Okay, okay. So that is NOT the way J came up with the idea to create a gallery of images with related recipes that his company uBloom could offer to florists.
The real story is a bit more, well, mundane than that. Suffice it to say that for a long time, florists had been sending J wishes for images they could use on their websites of designs that incorporated everyday flowers with readily available containers. Those emailed messages became a landslide of requests when uBloom sent an email survey to its members with the question: “Is there anything uBloom could offer you to help you in your professional flower business?”
Eighty-four percent of the respondents asked for website images with detailed recipes.
Thus, the uBloom Image Gallery was born.
To find out more about the project and what it entailed, FlowerChat recently asked J for an interview to get the details. Here’s a summary of that chat:
FLOWERCHAT: Aside from the requests from uBloom members, did you have any other reasons to develop this project?
J SCHWANKE: For 18 years, I created Images for the John Henry Co. I have a great deal of experience creating images and recipes. It's something I'm known for throughout the flower industry. So I wanted to offer an affordable resource to the independent local florist that allows them success that wasn't wire-service-based. Plus, it's part of the mission statement at uBloom to support the local independent florist!
FC: So what exactly does the uBloom Image Gallery comprise?
JS: The uBloom Image Gallery Series 1 includes 25 images with detailed recipes and suggested retail prices. The recipe sheet for each design doubles as a worksheet so the professional florist can create their own prices based on their individual market variances. Each series, available seasonally, will be available in the uBloom Store as a download. The price for the entire series is $20. That's less than a $1 per image, including the recipes. Images are photographed on a white background, in standard square format and are web-ready.
Releasing the series three times a year allows us to work seasonally with content. Plus, the new releases will encourage the professional florist to update their websites about three times a year. It's about putting our best foot forward—together!
FC: Who do you expect will use these images the most or find them most valuable?
JS: Any professional florist with a website! I know it's difficult—florists are VERY BUSY—and the reality of being able to set up a photo studio in their shop and create high-quality images is a challenge. We hope this gives them an affordable resource for professional photos. Florists are the hardest-working people on the planet, and they create amazing flowers. This image gallery is an affordable resource that saves them time and effort.
FC: How did you decide what types of flowers and foliage to use in the designs?
JS: Quality flowers, arranged beautifully, are very important to me, and I represent many leading flower farms. At the same time, I wanted to be sure that the flowers featured were readily available through wholesale florists. Each recipe, then, includes references to the flower/foliage farm, and many times the varietal name, along with quantity used. This makes it easy for florists to work with their local wholesalers to source the same flowers.
We featured a cross-section of flowers from the industry including California-grown flowers from Continental Floral Greens, Gallup & Stribling Orchids, Green Valley Floral, Ocean View Flowers, Resendiz Brothers and Sun Valley Flowers, as well as Florida-fresh clematis from Roseville Farms and Colombian and Ecuadorian flowers from Esprit Miami.
FC: What about plants, containers and accessories?
JS: Each series of images also includes trend-forward plant options, such as succulent gardens, dish gardens and terrariums.
We featured containers from Garcia Group Glass’s G3 (100-percent, post-consumer, recycled glass) FloraGlas (made in the U.S.A.), along with Giftwares Inc.’s glass, ceramics, baskets and moss containers, and SNK mercury glass and metal containers. All ribbon was exclusively from Reliant Ribbon. All hard goods are readily available at leading wholesale florists across the country.
FC: Who gets credit for the designs?
JS: I personally created the arrangements, styled them for the camera and recorded the recipes. Our seasoned, professional flower photographer (DVDP) shot the images for us in the uBloom studios. Series 1 and 2 are on white backgrounds; series 3 (available later this year) will be “lifestyle”-oriented. Those we shot on location on the “Fun with Flowers and J” set. All the images are unique uBloom/J Schwanke creations.
FC: What sorts of images are included in each series?
JS: The uBloom Image Gallery contains seasonal flower arrangements. They are color-based and creatively styled featuring beautiful flowers in easy-to-find containers. These are everyday, easy-to-make, profitably priced arrangements—perfect for professional florists!
Plus, there are some other interesting images included in the series. For example, one of the arrangements is actually illustrated in four images (which count as one of the 25). Each image shows a small, medium and large version of the same design using the same content and increased in size. Then, an additional photo shows all three arrangements side by side. This image is a great reference for your customers because, presently, many florists post three prices with a single arrangement image, which can be confusing to customers. Our image of the three sizes lets the customer see how the different sizes affect the price and content of their purchase.
Additionally in the “Spring Series,” we shot a vase of tulips immediately after arranging and then one day later. The different photos show how tulips grow and change directions. Having lived my entire life in the flower industry and consulted with hundreds of professional florists, I believe there is an opportunity to educate while selling. These kinds of images help our customers understand their flower purchase more fully.
FC: So, the most obvious question—how do florists get the pics?
JS: It's pretty straight-forward. You can purchase the series of 25 images and recipes for $20 online at www.uBloom.com in our store at the beginning of April. They are ready to use in your shopping cart on your website. You can pick and choose which images you want to use. Then, follow the recipe, create a custom price and you're ready to go.
FC: Anything else?
JS: The Independent Floral Network is offering a $5 discount to their members, so their price is even lower!
What are your needs to improve your marketing? Have any tips on how you’ve improved your marketing’s effectiveness? Send your thoughts and questions to [email protected].
