How to get your paper flowers featured in magazines and on blogs

Let’s face it: our paper floral industry is strong, but still has lots of room to grow. To get our work out there and to help our community flourish, we need to collaborate with other industries. Getting featured in the magazines or blogs of other groups is a fabulous way to grow your business. An obvious one is the fresh florist market. We can create pansies with long stems or an iris for a dried bouquet. The possibilities for collaborating with florists are endless!

You may wonder if a fresh floral magazine or blog will feature your paper flowers, and the answer is yes! On our latest episode of Paper Talk, Tonneli Grutter— a marketing expert and writer at the Florists’ Review magazine—spoke eloquently about the amazing collaboration that can happen when we choose to look outside of our immediate industry and connect with others. She would love to see our community’s work, either by submitting on the Florists’ Review website or tagging/direct messaging them on Instagram @florists_review. “For us, it’s really about appreciating the floral form above all else. That’s what we’re all about, is celebrating flowers,” Tonneli told us.

So what is she looking for? What can you do to make sure your work gets featured? Tonneli gave this advice:

• Follow trends. Know what’s happening in our paper floral world and the industries you’re trying to collaborate with. She gave our listeners the tip that big circles are always on trend with her followers. We all agreed that following industry leaders, like Hitomi Gilliam on YouTube, is a great way to learn and stay on top of trends.
• Stay within the season. Wintertime calls for darker and moodier blooms. Summer is brighter and airier. This is fairly common sense, but a holly wreath is going to get a better reception in December than in July. 
• Keep trying. Tonneli might not have a place for your work right away. She might wait for that theme to be featured or on trend. Or she might tell you that she likes what you’re doing and wants to see more in the future. That isn’t a no! That means that what you sent might not be a good fit, but that she sees potential in future collaboration.

Our conversation also dipped into many other fascinating topics. A big one was sustainability. Besides her work as a marketer and writer, Tonneli owns her own farm, Salty Acres, which produces flowers, preserves the agricultural heritage of her community, and offers classes to educate visitors on a wide variety of topics. One of her passions is finding ways to reduce waste, like saving parts of flowers that would be headed to the compost heap, drying them, and using them as edible confetti for baking. Tonneli sees this focus on sustainability as something that will only continue to grow in popularity across industries. That’s great news for paper florists, as our craft can fill in gaps for florists dedicated to buying locally and sustainably. We can create peonies in the perfect color in January, which makes for happy clients and florists.

Listen now to hear even more as we chatted about upcoming trends, running workshops during Covid-19, and more.