Ask a Wedding Florist: Frequently Asked Questions Vol. 1

If you’ve ever wondered what a wedding florist REALLY does (besides playing with beautiful flowers all day — because spoiler, there’s more), this series is for you!

Over the next few weeks, I’ll be answering the most common (and surprising) questions I get about my work as a floral designer for weddings and events in the San Francisco Bay Area. From pricing to logistics to design process, I’m pulling back the curtain on the sometimes-illusive career of floral design.

I’m kicking things off with the basics. If you have any burning questions, drop them in the comments and I will answer them in an upcoming post!

1. What does a wedding florist actually do?

A wedding florist conceptualizes, sources, designs, delivers, and installs all floral elements for weddings. This includes everything from bouquets and centerpieces to larger-scale installations like a ceremony arch. While a lot of the hands-on work happens the week of the wedding, 6-12 months of pre-planning involves proposals, design decks, supplier orders, budgeting, logistics and timelines, sourcing other rental items like vases and candles, and staffing.

2. How much do wedding flowers cost?

It varies! A common guideline is to allocate 10-15% of the total wedding budget to florals. My clients typically spend between $20-45K on florals. And if you’re curious what goes into the expense of wedding flowers, check out this blogpost I wrote here.

3. Where do you get your flowers?

I source my flowers from the San Francisco Flower Market (one of the largest wholesale flower markets in the US!), as well as a few local Bay Area flower farms. I prioritize small growers and collectives when possible to source the freshest, most unique seasonal blooms while supporting sustainable floristry.

4. What’s the hardest part about wedding floristry?

I’d say the physical demands (early morning market runs, long hours on your feet, lifting heavy buckets, climbing ladders for installations) paired with the unpredictability of the business (perishable product, time constraints, sourcing surprises, tricky weather). Lots of coffee, flexibility, and problem solving!

5. What’s the best part of wedding floristry?

Of course, being surrounded by beautiful flowers is a dream—but what truly makes it rewarding for me is the ability to take a vision, refine and elevate it, and use color theory and design to transform a space in ways my clients never imagined. I also thrive on the teamwork and collaboration with planners and other vendors, the energy of a fast-paced event day, and delivering a seamless, thoughtful client experience. That’s at the heart of my business and where I shine the most!

6. What are your favorite flowers to work with?

I cannot possibly pick one but here are some favorites by season. All photos via GC Collective.

WINTER & SPRING

Icelandic Poppy

Sweet Pea

Bearded Iris

Tulip

SUMMER

Martagon Lily

Allium

Cosmos

Tomato Vine

FALL

Nut Grass (Sedge)

Dahlia

Gomphrena

Zinnia

If you have any specific questions, drop them here as a comment :) I will answer in an upcoming post!

Let’s Bring Your Floral Vision to Life!

Wedding flowers aren’t just a line item; they’re a work of art that powerfully sets the tone – transforming your venue and creating lasting impressions for your guests. 

Inquire here to schedule a consultation, and we can start a journey together that will elevate your vision beyond the imaginable.

Flower Guide: Winter Wedding Flowers

A roundup of my favorite unexpected and overlooked wedding flowers for the winter season. 

Sania Pell

Fritillaria

The snake’s head variety, in particular. This checkered bell-shaped lily is super delicate and whimsical. Ideal for petite arrangements, like in a shallow ikebana dish in a tablescape, or a bridal bouquet. Fritillaria kind of marks the entrance to Spring from Winter, and there’s truly no other flower like it.

Anna Haber

Heather

We tend to see Heather pop up around Valentine’s Day as it comes in shades of pink, lavender, and white. While commercially it tends to be used as filler, its soft, organic, sweeping texture makes it the perfect fit for a large-scale floral installation, all on its own. Heather has my heart. 

Hellebore

These are easy to come by locally in the San Francisco Bay Area, and there’s a window of time in the winter that we find the most beautiful shades — from muted pinks and ivories, to deep moody purples and blacks. These soft focal blooms are delicate yet hearty, and make a beautiful addition to a bridal bouquet. 

Sweet Pea

The varieties we see in the winter months are imported from Japan and Holland, versus the shorter, viney varieties found in the San Francisco Bay Area come summer. But they are the most beautiful out there. They come in a range of hues, from muted blush to cool lavender to bright coral. Soft, delicate, and with a sweet scent, these are the perfect fit for the romantic bride. Sweet Pea is a go-to ‘line’ flower in my designs. 

Kumquat

Adding any fruit to an arrangement instantly makes it more dynamic, and citrus is especially appropriate for winter. I love using Kumquats for their bright and cheery color, typically placing them low in an arrangement and hanging off the lip of the vase. Ideal for a colorful wedding design!

Garden Gate Magazine

Amaryllis

Commonly known as a Christmas flower bulb, but with so much more potential. These show-stoppers are bold and long-lasting. Amaryllis stems are upwards of 2’, so they can really shine in tall arrangements or large-scale installations, especially when all on their own. They come in the prettiest winter hues -- creams, pinks, corals, deep burgundies, and mixed varietals.

Color Theory Design

Lily

I’m cheating a bit with these because they’re generally available year-round, but lilies are long-lasting, come in many varieties, and have a memorable scent. They’re a great option for a large-scale floral installation (like this one by Color Theory Design Co.) used all on their own or with minimal other ingredients, and a perfect fit for an adventurous bride looking to make a statement.

Carnation

Easily one of the most under-appreciated flowers. But let me sell you on these! Carnations are hearty and long-lasting, which is why you often see them used in commercial arrangements (and why they get a bad rap). But they can be found in an endless variety of colors, my favorite being the more muted tones. I love using carnations in a monochromatic palette for added texture.

LET’S CHAT

For more wedding tips, head back to my blog for posts like 7 tips for creating your wedding moodboard. I am currently accepting wedding inquiries for 2022. Schedule a complimentary floral consultation here. I’d love to hear more about your day!

Anastasia Andenmatten is a floral design studio based in the San Francisco Bay Area with a modern approach to customizing florals for weddings, businesses, and events.

7 Tips for Creating Your Wedding Moodboard

Newly engaged or planning a wedding!? You likely fall into one of three camps: 

1. Your wedding Pinterest board has been done for approximately five years 

2. You’re officially engaged so technically speaking, you can now start your wedding moodboard 

3. Even the thought of the above gives you anxiety. You have no idea where to start!

Regardless of which camp you fall into, you may wonder why is a moodboard important? In this blogpost about vision boarding, I bring up the Law of Attraction which is the ability to attract into our lives whatever we are focusing on. Images can be used as tools to send messages to the universe about your hopes and dreams. Sounds a little woo-woo, so let me bring this back to wedding planning. Photos are powerful. When it comes to planning a wedding, a moodboard is the #1 tool for drawing inspiration and clearly communicating your wedding style to vendors. This in turn allows your vendors to collaborate to bring your wedding day vision to life!

Here are 7 quick tips that will help you create a curated moodboard for your wedding and get you closer to that vision.

1 - KNOW WHERE TO START WITH WEDDING INSPIRATION

As a platform, Pinterest can be overwhelming. Simply start saving images that are beautiful to you. Be consistent and only pin the stuff you truly love, and look for their ‘More Ideas’ feature. Over time, Pinterest will get to know you better through their algorithm, and suggest better and better content to you. 

Once you know more specifics of what you’re looking for, avoid vague search terms such as ‘wedding flowers’ and opt for keywords that match the exact thing you have in mind, e.g. ‘minimalistic and contemporary wedding table flowers.’

If browsing Pinterest doesn’t work for you, that’s okay too! Add the 'Pin It' button to your browser (instructions here), which will allow you to quickly and easily pin images from other websites as you find inspiration along the way. Here are a few other inspiration sites I love:

• Hello May

• Lane

• Harpers Bazaar 

• Style Me Pretty

• Martha Weddings

• Green Wedding Shoes

• Ruffled Blog

2 - DUMP PINTEREST FOR INSTAGRAM

While it can be argued we don’t need *more* reasons to scroll IG, your feed is likely already curated with images relevant to you, your style, and your aesthetic. Instagram’s Save feature comes in handy if you stumble upon imagery you love. Save everything you love in one spot or separate folders -- e.g. wedding flowers, wedding bands, wedding dresses. 

3 - GO BEYOND SOCIAL MEDIA FOR INSPIRATION

The opposite of everything I’ve said above, right!? But it’s really easy to go down a rabbit hole and be influenced by what everyone else’s wedding looks like. Don’t limit yourself to what you see on social media. Look to the architecture around you, scenic views, music, books, magazines, and photos from your travels. 

4 - SIMPLIFY, SIMPLIFY, SIMPLIFY YOUR VISION 

This might sound counterintuitive, but by limiting the number of images to the select few that *truly* speak to you, you’ll prevent yourself from feeling overwhelmed and leave more space for imagination. I find it helpful to create one overarching ‘Our Wedding’ board that’s limited to 10-20 images max of your *overall vision*, making sure they’re both aspirational but also realistic for your day and budget. Try 1-2 images for each of these elements:

• Venue vibe (e.g. the indoor or outdoor spaces you’re using or envisioning/whatever elements made you fall in love with that venue, images there that speak to the season — fall, winter, spring, summer) 

• Florals (e.g. either the floral palette, or a few images you’re drawn to for table flowers, a focal flower installation, your bouquet, etc.) 

• Table settings (e.g. flower-full or candle heavy, tablecloths or bare wood, modern flatware or traditional) 

• Furniture (e.g. tables, chairs, lounge furniture)

• Lighting (e.g. market lights, candlelight, pendants)  

• Fashion (e.g. your dream dress or tux) 

• Hair/makeup (e.g. an overall look you’re digging) 

• Paper suite (e.g. an invite, menu, or escort cards) 

• Photography (e.g. an image that evokes the style you’re drawn to, and a moment you’d love to experience on your day)

• Something unique to you (e.g. that icecream truck you’d love to have, or dream signature cocktail) 

These images should be less about specific details you’re aiming for, but images that evoke how you want your day to *feel* overall. 

Once you’ve locked that in, you can always create sub-boards (aka a ‘Section’ within a board if you’re using Pinterest) for each element, following the same practice of limiting each to 10-20 images.

5 - TIDY IT UP 

Once you’ve really honed in your initial vision and start making decisions, delete anything off your board that no longer speaks to you or fits with your day. Ask yourself:

• Do I love this image?

• Why did I pin this in the first place?

• Are there other images on my board that are super similar?

If you were to share your board with others, they should be able to pick up on your vibe and style immediately. By keeping your boards as curated as possible, you avoid confusing yourself and vendors about the intended design direction. 

6 - SHARE YOUR MOODBOARD WITH WEDDING VENDORS 

Share your moodboard with all of your design-centric vendors (e.g. planner, rental company, florist, cake, hair/makeup). Explain specific things you like *and don’t like* about certain images. Then leave it to the pros to take it from there! Your wedding day should be uniquely you, meaning the moodboard should only act as initial guidance as your vendor team seeks to up-level it way beyond that. 

7 - JUST WALK AWAY FROM ALL WEDDING INSPIRATION 

My *biggest* piece of advice if you want it? If you’re prone to indecision or feeling overwhelmed, walk away once you’ve reached this step. Shut it down -- no more Pinterest browsing, no more Instagram scrolling. Delete the apps if you need to! I did this myself when planning my own wedding and it was the best way to bring about peace of mind. Stay confident in your decisions and don’t second guess yourself. You have so much more to focus on looking forward to, like marrying the love of your life!

LET’S CHAT

For more planning tips, head back to my blog for posts like tips for finding your perfect wedding florist. I am currently accepting wedding inquiries for 2022. Schedule a complimentary floral consultation here. I’d love to hear more about your day!

Anastasia Andenmatten is a floral design studio based in the San Francisco Bay Area with a modern approach to customizing florals for weddings, businesses, and events.