Mike has been in the floral industry for more than 30 years and currently
owns and operates Floral Artistry LLC in Lewiston, Idaho. As a Freelance
designer he enjoys creating, sharing and teaching with some of the best
designers in the world.
For the past five years he has had the
privilege of helping create the magic of The Rose Bowl Parade and
creating floral displays at the Los Angeles County Fair. He has served
as president of the NWAIFD chapter, the National Board of Directors for
AIFD, the finance and career development committees, Also he was the stage
manager for Symposium “Imagine” 2011, and was the lead designer for the
lobby décor at “Caliente” in Miami 2012, and co-presented Gender Factor,
a main stage program at Symposium in Chicago 20014.
How did you get into
the floral industry (what were you doing prior)? Was there a defining
point along the way that shaped you as a designer?
I
started delivering flowers in the right before Easter my senior year of
high school. I then joined the USMC. While attended college I
continued as transportation director part time. One day the head (only)
designer went on a walk about. The owner could not find any trained
help. I offered to learn after hours if he was willing to teach. In
addition to his excellent mentorship, I attended every education program
at the wholesale houses that I could. I read and tried to duplicate
the designs in every floral publication I could lay my hands on. That
was the beginning of my floral design career.
The
first defining point that shaped me as a designer happened at a program
in Spokane WA. at Spokane Community College. There were 3 designer
presenting panel style. I remember one designer that could braid, twist
and manipulate foliage into the most amazing geometrical shapes. His
tropical creations were the most amazing things I had ever seen in
person. I sat in the audience and visualized being on stage presenting
floral art one day. I attended Phil Rulloda's advance class of floral
design and with his encouragement I have realized that dream. He has
since become a friend and mentor to this day.
The
second defining point quite simply was becoming AIFD. It is difficult
for those outside the organization to understand the relationships that
becomes more like family; people with the same passion for expressing
beauty in the world through the expression of floral design.
The
third defining point was meeting and working with Jim Hynd AIFD. His
guidance and leadership while working at the Fiesta Parade Float Co.
for the Rose Bowl Parade and at the L.A. County Fair have helped me
refine my design and management skills.
What has been the best advice you’ve been given?
The
best advice I have been given was actually in 8th grade. A teacher
told the class that if you find something that you are good at and that
you enjoy doing, and someone is willing to pay you, then you will most
likely find success. There are hundreds of men and women at the paper
mill in our valley. The make a good living however, they hate their job
and most likely live an unhappy life. Find your gift, then give it
away. Do what you love!!!
What advice would you give to someone looking at the floral industry as a career choice?
The
advice I most often give someone looking at the floral industry as a
career is …. are you crazy???? Seriously, if you want to work endless
hours, spend 8 to15 hours on your feet, eat cold hamburgers, drink warm
sodas, work most holidays and…. enjoy every second of everyday sharing
the passion of human emotion, then this is the job is for you! I can
think of no other more intrinsically rewarding occupation in the world.
Tell us about your design process. Do you visualize a concept first, or does the concept come together as
You work on it?
My
design process is based entirely on emotion. I let the intrinsic nature
of my gift guide my process. Stating that, conceptualization depends
on the occasion. Weddings require me to see through the eyes of the
bride. Sympathy designs require me to honor the deceased through the
eyes of their loved ones left behind. I create the concept with the
ideas and feeling of my clients, then add passion, creativity and
artistry.
How do you recharge creatively? What is your ‘go-to’ place or source of inspiration outside the floral world?
I
have several hobbies and interests outside the floral world that
recharge my creativity. My first passion is karate. I am a 3rd degree
black belt instructor, self-defense and MMA coach. I also officiate
sports. I umpire ASA softball at the local, regional and national
level. I just completed my 3rd national fast pitch tournament. I also
referee high school basketball, football and softball.
How has your work evolved since you began in the industry?
I
stay current on all the new trends and techniques. I always look for
better more efficient ways of designing floral bouquets and flowers to
wear. I
think that a professional floral designer should consider his or her
work as continuously evolving. I always look for new and creative ways
to implement our design styles. For
example, I use cold glue to add flowers to most all my corsage work.
We used to wire and tape everything. With all the choices our customers
have I want Floral Artistry to be on the cutting edge, a leader in
style and floral fashion. Education
is the key. Attend seminars, workshops, AIFD National and Regional
symposiums, go to programs at your local wholesaler, attend classes at
one of the many AIFD education partners. There are many chances to
continue growing….. I think that once one thinks he has learned
everything, at that point he knows nothing.
What new corsage trends do you see emerging in your area, and which ones are on the way out ?
Locally at Floral Artistry we have had great success with the creation of floral jewelry and accessories not just corsages and boutonnieres.
The more unique the better. We have great success with all the Fitz
Products from wristlets to sparkles and lights. Multiple items are on
the prom/homecoming menu. We offer floral crowns and hair pieces to accessorize the dress. This is a hot trend!!
P.S. To all the floral designers that read this…please
burn all your underwear elastic wristlets. I discontinued them 6 years
ago along with tulle, fake leaves and BB. Just my humble opinion no
offense intended. Strive to stay current.
You do not wear the same clothes that you had 20+ years ago, so do not
expect your clients to want the same old corsages that their mothers
bought when they were in high school.
In
the next few months many orders will be placed for Homecoming, Winter
Formals and of course, Prom. Many times they are placed by customers
who have never been inside a flower shop before, much less order a
corsage or boutonniere…
What do you think is a common misconception these customers have about their floral piece and/or their florist?
One
of the most common misconception that customers have about ordering
their floral piece is that we just go into the back room and pull out a
corsage like making a fast food hamburger. We need to help the consumer
understand that each and every order is custom made and unique. It
takes time, education, and creative talent. We are professionals, trust
our advice on colors and styles.
How about a common misconception florists have about these new customers?
I
think a common misconception a florist has about new customers is that
they do not know very much about what they are looking for. The
new generations is tech savvy. They are educated and on trend. Do not
assume they want what their mom wanted. Do not assume they do not have
money. Teenagers spend over 3 billion dollars a year on
prom/homecoming etc. Take your share by being visual on social media. Educate your shop on how to do this. Fitz offers free online webinars on how to improve your sales and design techniques. Take advantage of these opportunities.
Favorite flower variety or new product you’re obsessed with right now?
I
like designing with color and texture so I like Floragene carnations,
fuzzy green dianthus and hydrangea for basing. I also love the vast
selection of orchids and gladiolus that are available on the market right now.
If you were asked to provide a floral accessory to be worn on the red carpet, what would it be? (and who would wear it?)
I'm
going to pass on this question…. I live in the real would, so I would
provide anything to anybody that wanted and appreciated my artistic
floral creations. Money talks…. :)
Final thoughts for our readers?
Mike Hollenbeck
Floral Artistry
Many thanks to Mike for being a part of the Designer Spotlight Series and sharing all his amazing designs!
If you have a question or just want to say hello, please comment below.
