Breaking into hotel floristry is more than just designing a few pretty arrangements—it’s about building a strong portfolio, understanding how to cost out your designs, and having the confidence to execute large-scale installations. It can feel overwhelming at first, especially if you’re just starting out, but the key is to approach the process step by step.
In today’s post, I’ll walk you through my journey from corporate America to hotel floristry, how I went about building my portfolio, and the steps you can take to cost out designs and prepare for hotel installations. I’ll share the mistakes I made and the lessons I learned so you can avoid the same pitfalls and create a flourishing business. You can listen to the full episode here.
Starting from Scratch: My Corporate to Florist Journey
When I left corporate America in 2012, I didn’t have a clear path ahead of me. I had been working for major hotel brands like Fairmont and Raffles in Dubai, but after being demoted due to the financial crisis, I found myself adrift. I dabbled in entrepreneurship, running a cigar business that ultimately didn’t fulfill me, and it led me into a deep depression and what you’d call a quarter-life crisis. That’s when I decided to follow my passion: flowers.
I had always dreamed of working in a flower shop, so in 2015, I took the leap. I flew from Dubai to LA to take a floral design program and came back to Dubai with a “Master’s in Flower Design,” soaking floral foam in my bathtub and buying flowers from people who didn’t speak English. It wasn’t glamorous, but it was the start of something new.
Building Your Portfolio: Let Your Vision Lead
When you’re just starting out, it’s easy to think you need to create elaborate designs or invest in expensive flowers to build a portfolio. I learned quickly that this wasn’t the case. I wanted to work with hotels, but I knew my small, inexpensive flower arrangements weren’t what I envisioned. Instead of forcing designs I wasn’t proud of, I decided to find inspiration elsewhere.
If you want to work with hotels, take a day to visit luxury hotel lobbies in your area. Sit in the lobby, have coffee, and study their floral designs. Take pictures and start thinking about how you would design for that space. This is a powerful way to build a mental portfolio and understand the kind of work you want to be known for. Once you land your first hotel account, invest in a photographer to capture your work—this will build your portfolio with the type of designs you want to do more of.
Costing Out Designs: It’s a Learning Process
One of the most important lessons I learned from my floral design program was how to price designs correctly. For example, if a bouquet has a dozen roses, you multiply that across the full design, understanding how many flowers you’ll need to buy in total. This skill is crucial when you’re working on large-scale hotel installations because it allows you to create accurate budgets.
Even when I travel today, I visit hotels, study their floral designs, and estimate the cost of each installation. This not only keeps me sharp but also helps me better understand what’s possible for my own clients.
What It Really Takes to Do a Hotel Installation
When I landed my first hotel account, I was excited—but also overwhelmed. I remember standing in the flower cooler, panicking because I didn’t know what flowers to pick or how to price the arrangement. I was lucky to have a supportive wholesaler who guided me through the process.
All in all, it was a reminder that no matter how much you plan, there will always be a learning curve. I actually talk a lot about why vendors and wholesalers are so important to your floral business in Petals to Profit, which you can check out here.
For the first few years of my career, I prepped everything in the studio the day before to ensure it was perfect. Over time, as I gained more confidence, I learned to trust my process and do more of the work on-site. It took years to get to that point, but the important thing to remember is that you’ll learn by doing. The more installations you complete, the more natural the process becomes.
Conclusion: You’re Ready Now—You Just Have to Start
The journey to becoming a hotel florist can feel overwhelming, but you don’t have to wait until you feel “ready” to start building your portfolio or costing out designs. You learn by doing. Take the time to visit hotels, study their designs, and build a portfolio that reflects your vision. Once you land your first account, you’ll start refining your process, and before you know it, you’ll be executing stunning hotel installations with confidence.
Already a florist and eager to expand into luxury hotels and create consistent income? Come join over 125 florists in the 7 Day Challenge! It’s packed with actionable insights to help you succeed.
Keep blooming,
Franceska
PS: Did you know I have a bestselling book on working with hotels? It’s available on Amazon! If you’re on a budget you can learn more about what flowers to use, design mechanics and more with this!
