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May 18 2020

Books, Books, I Need My Books

Tags: Classes, BookClub

Our next promotion for Ellen's online course is her list of Ten Books Every Flower Pro Should Read. Boring, right? Think again. We're kicking off this list with a flower books beatdown IG Live event on Tuesday May 19 at 4:30 PM EST (available later on IG TV). Ellen and Jennie Love of Love 'n Fresh Flowers are going to go at it over their favorite floral books as industry pros. It's definitely gonna get chippy.


Ellen with author Amy Stewart

So, what books made the cut for Ellen? You have to sign up for the course news email list. But here's a teaser: Flower Confidential, obvi. Martha, duh (but which Martha - there's so many). How many selections from Ellen's nerdy book club? What hidden gems are listed that you have not discovered yet? Such intrigue!

In this publication Ellen writes why she selected each book and what the titles mean to her and Local Color Flowers. It is a list from Ellen's perspective as a professional florist. However, it is a great collection for any flower enthusiast. If your favorite didn't make Ellen's list, add your recommendations to the comments.

We're going to be producing lots of free informative, valuable, and entertaining stuff, like this list of books, leading up to Ellen's class: Florist School Onlline: Growing Your Business with Local Flower Sourcing. It's all available when signing up for the course news.

Do it.

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April 23 2020

Mrs. Worldwide: Ellen's Online Course

Tags: Classes

Ellen is taking her talents online! In a partnership with The Gardener's Workshop Ellen has created an online course called Florist School Online: Growing Your Business with Local Flower Sourcing. In this course Ellen shares how she built a thriving floral business exclusively sourcing locally-grown flowers. In this course you will learn:

  • How to build relationships with farmers in your area
  • The logistics of procuring locally-grown flowers
  • Marketing, selling and differentiating with locally-grown flowers
  • How to build and sustain a network of local, interdependent suppliers and consumers
  • An overview of the landscape of the global and national cut flower industry and the significance of locally sourced flowers in the industry and to your business
  • How to examine your motivation for going local and capitalize on your authentic story
  • How to build a loyal and returning customer base for a thriving floral business

How it Works

This is a self-paced, six-week course with live weekly Q&A sessions and private panel discussions. Registration is open November 16-21 2020 and class begins Jan 4 2021.

Learn More

We're really going for it on this one. There is going to be all kinds of marketing (did you catch Ellen on Botanical Brouhaha). The class announcement and interview with Ellen dropped April 23 on the The Gardener's Workshop Facebook live event.

To get our first give-away, a pretty, pretty, pretty great pdf: "Surprise Successes at Local Color Flowers! Unexpected Results, Bigger Sales, Better Work Life and Dumb Luck from Business Decisions", join the course news email list.

If you are an aspiring florist, an established florist looking to re-invigorate sales, a farmer-florist who needs to embellish your own output, a farmer looking for new sales outlet, this course will provide you with a thorough roadmap to source your product locally and insight into the business of local flowers.

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January 10 2020

Droppin' Flower Knowledge

Tags: Classes, At LoCoFlo

Here's the deal on our classes: It's probably the most fun you will ever have. For reals, taking a LoCoFlo class is a unique experience in our artsy studio led by creative experts where you develop skillz and learn new things.

We offer a variety of classes related to local flowers. They are typically part instruction and part hands-on and you leave the class with your creation. We also offer off-site classes, classes instructed by experts in other fields as well as private classes for groups and individuals.

Photo: BAM Co-Create

Types of Classes

  • Skills Focused – In these classes, the objective is to master floral design concepts, techniques, and proficiencies. Our instruction emphasizes the process. For instance, in our Intro to Floral Design class, we teach the basics of color theory and floral design while building the arrangement. Other skills-focused classes address the use of mechanics such as floral frogs or more complex techniques to make a hand-tied formal bridal bouquet. These classes are a great way to develop your skillset for a floral hobby or maybe even a side hustle or career.
  • Product Focused – It's all about the gram! The goal of these classes is to complete a stunning floral arrangement. These classes feature a particular seasonal focal flower as in our Spotlight classes or we will tackle a particular project like Thanksgiving Centerpiece or Winter Wreath. These classes are fun, informative and leaves you with a satisfying sense of accomplishment.
  • Private – We offer private classes and demonstrations at the shop and on the road. These can be a class we already offer just for your group, or we can customize a class for your needs. Examples of our past private classes: headcrowns for a child’s birthday, neighborhood wreath class, garden club talks regarding sustainability and local sourcing and more, Individual floral tutoring also available. Call or email Ellen (410-262-1494 | ellen@locolo.com).
  • Other classes - We partner with venues and professionals to offer a variety of other interesting classes. These include conducting our flower classes on the farm where the flowers are grown, in neighboring retail shops, even on the water taxi! We also have visiting instructors such as artists and bakers who conduct their classes at our shop.

Credentials

We’re legit. Our instructors are Master Gardeners and flower farmers with decades of professional floral design experience. We have training from respected organizations (FlowerSchool New York, Longwood Gardens) and experts (Jenny Love, Erin Benzakein, Francoise Weeks). We are members of the ASCFG since 2008 and Ellen won their prestigious Allan Armitage Leadership Award in 2016.

What Else

Classes at LoCoFlo are a fun, one-of-a kind experience where you learn new skillz using locally grown flowers and sustainable practices. Classes are for all experience levels unless otherwise specified. Advanced registration is required. One adult admittance per registration. Check the schedule on our Classes and Events page - there's always something new to do and learn.

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