Richmond Wedding Florist

Richmond Wedding Designer: Behind the Scenes: What Your Wedding Florist Really Does

Today we’re bringing you behind the scenes, and sharing a little insight into the time, creativity and logistics that go into every single wedding we work on (and we left out all the admin and early mornings!).

So many couples ask us why florists charge what they do for weddings, I think when you read this, you’ll have a good idea…

As we end one wedding season and look forward to all the new brides and grooms-to-from over the holidays, I’m thinking about something that’s never far from my mind: wedding flowers.

Specifically, I realize more and more that the world of wedding flowers and wedding floristry can sometimes be a place of misconception and confusion for wedding-planning couples. With all of the different elements of a wedding to think about (and the associated price tags), it’s easy to lose sight of what it’s all about.

However, a wedding truly is a once-in-a-lifetime event, a unique moment in time where those you love join under one roof to celebrate your commitment to one beloved person.

And while it takes many elements to make for a memorable event, décor is certainly an important one.

Décor helps set a tone and mood for the wedding that is all your own, achieved through thoughtful touches like candle lighting, linens, and of course, flowers.

And I would say that flowers in particular are a very special part of décor – bringing in the beauty of nature, tailoring elements to help bring across your specific vision – that’s an opportunity that occurs very infrequently in life.

“So, what actually goes into one single centerpiece or bouquet?,” you might be wondering.I invite you to step behind the scenes with me.

Understanding the Vision

The most important aspect for any wedding florist is the couple’s vision, first and foremost. Executing and fulfilling your vision to a tee is the most satisfying feeling in the world to us in the floral business. So, understanding your design scheme inside and out is ofcourse most important to our process.

Detailed proposals will be prepared after in-depth, in-person conversations, as well as many emailed Pinterest links and completed client questionnaires!

The Nitty-Gritty

In the months and weeks leading up to the wedding day, it is the florist’s goal to fine-tune the proposal as much as possible – again, with the end goal of perfectly presented wedding flowers.

The time between a client signing and the wedding day is an important period of time, wherein we make note of any updates, from simple things like a change in table counts, to big-picture items, like a change from low centerpieces to tall centerpieces.

We are there along the way to make sure we have all the logistical details we need to make sure setup goes off without a hitch.

And we are of course on hand to offer guidance should a bride or groom run into a conflict as far as overall décor scheme goes – sometimes, visions change, and we’re happy to help steer the way to a new plan.

The Artistic Process

A part of wedding flower planning that doesn’t often get discussed, this is also one of my favorite aspects – this is the part where your flowers first start to “bloom” and take life!

In the week leading up to the wedding, it’s time to create a flower “recipe”, a comprehensive list that details each and every bloom and choice greenery items that will be used to create your wedding floral.

The recipe is prepared in consultation with trusted contacts at the flower market to ensure certain specialty blooms are available and looking good the week of your wedding.

Once the list is prepared, we head to the market to hand pick the blooms, choosing them by a combination of touch and sight. Only the hardiest, highest quality flowers are selected, and substitutions to the recipe are made on-site if certain blooms don’t turn out to be up to snuff.

Petal” to the Metal

Of course, there can be no wedding flowers without some serious hands-on work!  Once flowers have been chosen from the market and processed at the studio (cleaned, trimmed, and hydrated), the actual act of arranging comes into play.The studio is a frenzy of cut stems and loose greenery, until finally, all these various parts come together to form your beautiful bouquet or centerpiece.

Wedding Time!

The final crucial aspect of the wedding flower process is setting up the flowers on-site, exactly as discussed. Arbors are built, centerpieces are placed, candles are lit, and the couple is handed their flowers. I will never forget the look of joyful surprise when a bride first sees her flowers! That, combined with her           pre-married “glow”, make the wedding setup an unbelievably fun, heartwarming, and memorable part of the process. This is just a brief sneak peek into the “real world” of wedding flowers, but as you can see, it is a world filled with energy and care.

I hope this is a source of information and inspiration for you as you embark into the world of weddings!


Keitha Thomas Designs is a floral and event design company based in Richmond, Va and services the Virginia, DC and New York areas. We offer a custom approach to floral artistry and event production such as event styling, theme development, lighting ,draping, custom stationery and couture linens. We work closely with our clients to create an event that reflects the distinguishing characteristics of the couple. We will help clients select linens, make unique design suggestions and recommend additional vendors who will help bring your event to life.

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