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Old films showcase the styles and cultural preferences that predominated in earlier decades. The flowers worn by actors or displayed on a vintage set include fewer imported tropical blossoms, and often emphasize dimension over subtlety. Trends fade over time, but the basic services offered by a traditional flower shop remain as important as ever. A Calgary florist produces a high-quality product reflecting modern ideas.

Although grown for their aesthetic beauty, marketing fresh flowers is similar to selling produce. The stems must be purchased from the local wholesale market several times a week, and those not sold or used may end up in a dumpster. This creates the need for constant turnaround, even though the flower business is notoriously seasonal, and depends primarily on commercial holidays for survival.

While a shop may emphasize quality and aesthetics, the prices on store merchandise have to be reasonably competitive. Large supermarket chains offer discounted flower prices, and most small retail shops cannot realistically match them. Instead, they build a solid customer base through positive word of mouth and targeted advertising. A smaller store also provides additional services such as sending flowers, or delivering incoming orders.

In the beginning, long-range communications meant using the telegraph, and ordering a bouquet for delivery today is still referred to as sending flowers by wire. Communications today are managed by floral clearinghouses, however, and provide a consistent source of revenue for many independent shops. Although some stores are heavily reliant on the exchanges, to survive they still must consistently produce quality work.

The people that customers may glimpse in the work area are responsible for designing the pieces that display the store label. Their job not only involves making solidly constructed arrangements for all social occasions, but also includes creating funeral displays, crafting bouquets and personal flowers for weddings, and even coming up with unique ideas for the local high school dance.

Designers do more than simply make arrangements without regard to cost. They must know the price of individual stems, and be able to consistently create beautiful work that will actually be profitable. In most stores, the most stunning display is of little value if it is not delivered on time, and in good condition. A reliable and experienced delivery staff helps make that possible.

The appearance of online floral businesses over the past two decades has had a noticeable impact, cutting the number of successful retail floral shops by a significant percentage. Even though most Internet florists transfer their orders to local stores to be filled, this additional competition for revenue has forced independent operators to manage costs more stringently. Some have emerged in a stronger business position.

Whether floral customers living in Calgary, AB want to send a stunning gift basket, or are looking for an exquisite orchid to express appreciation, the people in a full-service shop can provide beautiful solutions. A qualified florist gives customers much more than a basic bouquet wrapped in newspaper, and brings style, creativity and beauty to the occasions where flowers add the finishing touches.