Floral designers ready to open their own small business will learn everything they need with this essential how-to guide.

Sharing the challenges and surprises she experienced in building her business, Justine explains

- stocking the basic supplies and materials;
- the crucial question of flower sourcing, and the ecological impacts to consider;
- working on defining your studio's brand and ensuring that your online presence builds clientele;
- using eco-friendly design techniques;
- preparing, packaging, and transporting your creations;
- communicating effectively with clients;
and more.

A review of design basics includes step-by-step instructions for nine floral arrangements.

Justine ends with three useful case studies, including a floral set for an advertising shoot, a floral scenery backdrop at a boutique, and a wedding's floral arrangements.

Importantly, this guide faces the reality that even while floral designers cope with today's logistical, ecological, and economic problems, they can align good values with market forces--to develop a floral industry that is more respectful of the environment and that educates its consumers.