WHAT YOU'LL LEARN

The Fine Art of Floral Design — The Design Course
Meet The Florists: Adam and Alicia of Bows + Arrows Flowers

In a small, humid room in Mexico City, we at If I Made sat down with Adam and Alicia (lucky us!) to get to know them a bit, dive into their love for flowers, and find out just what makes them so good at what they do. We think you’ll love what they had to say. In this interview, we’ll get the inside scoop on who Adam and Alicia are, how they fell in love with flowers (and each other), and what it’s like for them to work as a husband and wife floral-design duo.

How We See It: The Fine Art of Floral Design | Elements and Principles of Design

Alicia and Adam will share how their fine arts background translates into the way they approach floral design. They’ll unpack the concepts that influence how they see their work, exploring specific elements and principles of art like texture, shape, movement, color, etc. We’ll help you connect the dots between fine art elements and floral design in an interesting, digestible way.

Hands On: Conditioning

We’ll talk about proper conditioning techniques, what Bows + Arrows’ weekly workflow looks like, and we’ll dig into a few noteworthy conditioning tips for specific flowers that require a little extra care. Then, we’ll show you a quick floral conditioning video to give you a full experience of how it all goes down.

Hands On: Centerpiece Design

As Alicia takes the lead on arrangements, she’ll take you through a step-by-step guide to how she designs a centerpiece, including discussions of foraging, bloom selection, sourcing product, vase prep and technique options, workflow, and how she thinks through fine art concepts such as texture, shape, movement and composition. She’ll also share her approach to creating centerpieces that are an “interactive work of art”. This chapter is supported by a 45-minute video tutorial.

How We See It: The Fine Art of Floral Design | Color Theory, Watercolor Sketches, Floral Boards

Color is one of the biggest drivers of Bows + Arrows' designs, so they’ve devoted a chapter to a discussion on color theory. You’ll learn how they play and practice with colors by using watercolor sketches and floral boards, and how to start “thinking outside the tube” when it comes to creating your own color palettes. We’ll solidify all of your new fine art knowledge with a 30-minute video tutorial as Adam and Alicia share the influence their fine art background has had on their approach to design.

Hands On: Bouquet Design

In this chapter Alicia will explain how she creates one of Bows + Arrows' signature bridal bouquets from start to finish, including bloom selection, discussion of color palettes, working to budget, and her typical workflow. Alicia will also share 12 of her favorite past bouquets along with the recipe list of flowers used and descriptions of fun and important details about their design. A 45-minute video tutorial will allow you to see each step worked through on screen, before having the final bouquet styled with a bride.

How We See It: The Fine Art of Floral Design | Critiquing and Other Fine Art Stuff

We’ll dig further into some of Adam and Alicia’s favorite elements of art—like texture, gradation, movement, form, and depth. Then, we’re gonna talk about the value of opening ourselves up to constructive critique, and how you might be able to integrate it into your own creative process.

Hands On: Installations

Adam will take the lead in this chapter talking everything you need to know about installations—how to approach them, how to design them, how to build them, and all the little things in between. We’ll walk you through how to execute a couple of different types of installations from start to finish including arches, hanging features and flower walls, and you’ll learn the mechanics and technique behind 10 of Bows + Arrows' most popular installations. You’ll also be able to watch a 25-minute video tutorial as Adam and Alicia plan, install and design a $4000 hanging floral installation in Mexico city.

Case Studies

Follow along with Adam and Alicia as they share a detailed look at the floral design and execution of two complete weddings at two very different price points; one with a $10,000 floral budget and the other with a $100,000 floral budget. Hear about the initial client consultation, inspiration and visual proposals, pricing and recipe writing, planning, staffing, weekly workflow and logistics, and finally the design, execution and breakdown. We’ll also take a look at some of the challenges faced along the way—and the solutions.

Bonus Content

Creating Hair Pieces, Flower Crowns and Boutonnieres.

Tips on Tablescape Design.

TESTIMONIAL

"This course is incredibly interactive, accessible and applicable to anyone interested in floral design. The section on installations is an area I imagine even seasoned professionals can glean from tremendously. The detail is incredible."

Kaitlyn Partin, Flowers by Milk & Honey | 4 years as a floral designer

TESTIMONIAL

"I loved the focus on the fine art of wedding florals. I left refreshed and excited to apply a finer artistic focus to my work and to my brides. I now feel more confident to tap more into the fine art roots of floral design and make more adventurous design decisions in my work."

Kelly Mendenhall, 3 Leaf Floral | 10 years as a floral designer, 6 years as business owner
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READ EXCERPTS FROM THE COURSE

The Mechanics of Bows + Arrows' Most Popular Installations
A Guide to Event Staffing for Florists
The Secret to Creating Inspiring Color Palettes
The Fine Art of Floral Design — The Business Course
Meet The Florists: Adam and Alicia of Bows + Arrows Flowers

In a small, humid room in Mexico City, we at If I Made sat down with Adam and Alicia (lucky us!) to get to know them a bit, dive into their love for flowers, and find out just what makes them so good at what they do. We think you’ll love what they had to say. In this interview, we’ll get the inside scoop on who Adam and Alicia are, how they fell in love with flowers (and each other), and what it’s like for them to work as a husband and wife floral-design duo.

A Budding Business

You’ll learn all about the early days of Bows and Arrows Flowers. Alicia will discuss how operating a storefront, putting on photoshoots, and networking with other industry vendors got their business off the ground. She’ll share a few thoughts on what you could do with your business strategy to yield similar results.

Clients and Their Budgets

Alicia shares all there is to know about Bows + Arrows' email exchanges, client meetings, and general communication with a bride. She’ll go into how they’ve learned to attract their ideal client, and conversely, how they handle a bride whose style differs from their own. Lastly, we’ll uncover some tips on how to make the most of a small budget and always put forward great work.

Pricing and Other Money Things

Adam and Alicia get into the nitty gritty of pricing—the structure of their prices, goals they try to hit, bookkeeping, how to know when it’s time to raise prices…Basically, all the numbers stuff. We’ll also talk about sourcing vessels and how to charge for them, when and how to start paying yourself a salary (very important!), and how to break down the cost of labor, flowers, bills, etc.

Building a Team

Bows + Arrows wouldn’t be who they are without their people. In this chapter Adam and Alicia speak about all aspects of staffing: finding staff, paying staff, creating detailed weekly timelines to keep everyone on track, and how taxes work when hiring other people.

Recipe Writing

Alicia refers to recipe writing as “one of the most important organizational systems we use”. Alicia spills all she can about getting started with your recipes, finding your own method, and staying on budget. We’ll talk about how to create a resource for pricing out flower stems, when to write a recipe, and how to turn your recipes into a master order list. We’ll talk about some important tips for staying on budget like using mock-ups and pricing stems as you go. We’ll also take a look at the recipes and pricing of five Bows + Arrows' designs.

Destination Weddings (Outside Your Home Town)

See how Bows + Arrows broke out of their local wedding market to start designing in other parts of their state as well as overseas. They’ll dish out all you need to know in order to execute a far-away event. Then, they’ll give a few pointers picked up along the way from events they’ve been lucky enough to work on. You’ll learn how to use events outside of your hometown as stepping stones to events further afield and even internationally.

Breaking The Barrier

We’ll explore how Bows + Arrows broke into the world of big-budget weddings. We’ll cover strategies like photoshoots that *look* high-end, striking up relationships with the right people in the right places, going above and beyond, and rolling with the punches when the strategies don’t seem to be working. Alicia and Adam will also dig into the subject of social media—which has been an important tool for the continued growth of their business and reaching their ideal clients.

Case Studies

Follow along with Adam and Alicia as they share a detailed look at the floral design and execution of two complete weddings at two very different price points; one with a $10,000 floral budget and the other with a $100,000 floral budget. Hear about the initial client consultation, inspiration and visual proposals, pricing and recipe writing, planning, staffing, weekly workflow and logistics, and finally the design, execution and breakdown. We’ll also take a look at some of the challenges faced along the way - and their solutions.

TESTIMONIAL

"The business content was fantastic and truly motivating in every way. Alicia and Adam get real with how they do things, and what worked for them (and didn’t!) and what might work for you. This course was a great way to watch a success story behind the scenes, and in turn relate this valuable advice to your own business. Priceless."

Becky De Oliveira, Blush and Bloom | 16+ years as a floral designer, 4 years as business owner

TESTIMONIAL

"Even with a pretty good knowledge in the floral business, I found this to be extremely helpful and it gave me such a nice breath of fresh air and confidence to grow my business. Whether you're a veteran florist or just starting a career in floral design, this course is a must."

Julio Freitas, The Flower Hat | 5 years as a floral designer and business owner
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The Fine Art of Floral Design with Bows + Arrows Combo:

The Design + Business Course

Both courses purchased together is a combined 850+ pages exploring floral design and business management with Bows + Arrows.

$1,198 USD
$1,198.00 USD
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Single Payment of
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$1,198 USD
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14 Monthly Payments of
$99 USD
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Buy Each Course Individually

The Design Course
$799.00
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The Business Course
$499.00
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