At the British Florist Association, we know that wedding work can be one of the most rewarding areas of floristry. Yet standing out and attracting the right couples isn’t always straightforward, especially when you’re balancing creativity with the day-to-day running of your business.
That’s why we’ve partnered with our Industry Partners, Queen Bee, to share their practical marketing advice designed specifically for florists. In this blog, they explore how to attract your ideal wedding clients without it feeling like it’s adding more to your plate.
If you’re a wedding florist, chances are you’ve had one of these thoughts at some point:
- “How can I get more wedding enquiries from couples with bigger budgets”
- “How can I attract more couples looking for luxury wedding flowers”
- “How can I pull in more wedding couples who value what I do”
And the answer is getting clear – and we mean laser-focussed clear – on your ideal wedding customer.
Not posting more, not spreading yourself thinner, not trying to be everything to everyone.
Because when you try to appeal to everyone… you end up connecting with no one.
What do we actually mean by ‘ideal wedding client’?
When we talk about your “ideal customer”, we’re talking about the couples who:
- love your style (without needing to be convinced)
- trust your ideas
- value what you do
- feel like an easy, enjoyable fit to work with
For one florist, this may be a love of big, voluminous installations and statement designs. For another it could be rooted in sustainability, championing British-grown flowers and thoughtful, lower-impact weddings. Your Ideal Customer is personal to you and your business, and it may look completely different to the florist down the road.
But what they share is the ability to bring meaningful and profitable work to your business.
Why am I not attracting more Ideal Clients?
Most of the time, this isn’t down to your work, it’s down to your messaging.
We often see florists trying to keep things open, general and appealing to everyone. But in doing so, nothing quite sticks. And when your messaging is broad, your enquiries will be too. Or worse… the right people don’t realise you’re the florist for them.
So instead, you need to start talking directly to your ideal customer in places where they’re hanging out and using language that reflects what they are looking for.
For example:
“We specialise in wedding flowers” becomes:
“We’re the luxury florist who specialises in creative, dramatic and conversation-starting flowers for wedding couples who want to make a statement”
And:
“We offer eco-friendly wedding flowers” becomes:
“We’re the local florist championing British-grown, seasonal flowers for eco-conscious couples who want a beautiful wedding without the waste.”
The difference?
Clarity.
From these examples, you can see how your marketing starts to shift.
From the rewrites above, we hope you can see how wedding florist A needs to be sharing innovative and bold content, referring high-end venues and demonstrating that they have their finger on the pulse in wedding design trends. Whereas wedding florist B ought to be focussed on provenance, sharing eco-friendly choices and ideas as well as behind the scenes growing stories.
3 simple shifts to attract the right wedding clients
Once you have that clarity, your marketing becomes much easier to shape.
Here are three simple shifts to get you started – Bee’s Threes ™!:
- Get clear on who you actually want to work with
This sounds simple… but it’s the bit most people skip.
Who are your ideal couples?
What do they care about?
What do they want their day to feel like?
What kind of decisions are they making around flowers?
- Make your style and offer obvious
Your work might be beautiful… but is it clear?
Could someone land on your Instagram or website and instantly understand:
- what kind of weddings you specialise in
- what your style is
- what working with you feels like
Or are they having to piece it together?
The more obvious you make this, the easier it is for the right people to recognise themselves in your work.
- Show up where they are… and speak their language
Once you know who you’re trying to reach, this part becomes much simpler.
Where are they spending time?
What are they searching for?
What kind of language are they using?
This might influence:
- the platforms you prioritise
- the words you use in captions and on your website
- the kind of content you create
It’s not about being everywhere. It’s about being in the right places, saying the right things.
What happens when this clicks
When you start attracting the right people, things feel different.
You get:
- fewer, but better enquiries
- easier conversations
- more confidence in your pricing
- less time spent on the wrong fit
And your marketing starts to feel more purposeful… rather than a bit of a scramble.
A simple place to start
If this is something you want to work on, start here:
Look back at your last 3–5 wedding enquiries.
Ask yourself:
- Were they a good fit?
- What did they respond to?
- What might have attracted them to you?
You’ll start to spot patterns and that’s where your clarity begins.
Getting more of the right wedding enquiries
Attracting your ideal wedding clients isn’t about being better, louder or busier.
It’s about being clearer.
Clearer on who you’re for.
Clearer on what you offer.
Clearer in how you communicate it.
And when that clarity is there…the right people find you.
Want to take this further?
If you’re reading this and thinking “I get the theory… I just need help applying it to my business” that’s exactly where Queen Bee come in.
Their Own Your Marketing course is designed to guide florists through this process step by step, helping you define your ideal customer, shape your messaging and turn it into a plan you can actually follow.
Find out more and how BFA Members can save 15% by clicking the link below
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