Big budgets, little transparency, and one shot to get it right.
The wedding business is as mystical as it is unregulated, so it’s little wonder couples planning their big day often struggle to marry up their budgets with the dream of a perfect day.
Elysia Tsangarides — creative director of Perth-based floristry and event styling company Maple & Wren — spoke to PerthNow to dispel some of the myths and misconceptions around wedding flowers.
Namely, the seemingly exorbitant fees florals can elicit when the “w” word is mentioned.
So do vendors really hike up the cost when a wedding is involved?
“I don’t believe that there’s a wedding tax,” Ms Tsangarides said.
“But what there is, and how I often explain this to people, is that you’re paying for something to be done right the first time.
“There’s no do-overs for a wedding. If you order flowers for somebody’s birthday and you don’t like them, you can call up the florist and complain and get a free lunch delivered, right?
“That moment is photographed and kept forever. And you just can’t get it wrong.”
Declaring there’s added “pressure and stress” as a vendor to perform, the additional price partly comes from the heightened expectation a wedding brings.
That, and the fact your experience is almost always unique. It cannot be purchased off the shelf.
“It’s a bespoke service, it’s not like a package deal,” she said. “You’re providing something to somebody based on their exact requirements.”
“I know a lot of people say, if you mention the word ‘wedding’, they hack up the price by 30%. That’s not how it is at all.”
Ms Tsangarides, who founded her business in 2016, admitted clients of hers typically spend between a total of six and 10 grand on floral arrangements.
“We’re talking a bridal party of six to eight people, we’re talking having 100 people at a wedding.
“So 10 tables, you’ve got your head table, you’ve got a ceremony statement, some kind of backdrop or other, and you’ve got pieces that lie in the aisles, all of that stuff.”
Entering the industry as a hobbyist herself, the now well-established florist admitted a lack of regulation with minimal barriers to entry means results and pricing will always vary.
“Some people are coming at it from you know, a hobby point of view, or they’re working from their homes.
“I did that for a very long time from my home as a wedding florist and the expenses I had for that are different to when you’re renting a commercial space. “
Ms Tsangarides said she’s an advocate for little certification requirements if it allows budding florists to get started, but clients should do their research.
“They should definitely be looking on Instagram, probably the first place that couples go when they’re looking for their local florists or local suppliers.
“They should definitely be looking for a wealth of experience from that florist.
Google reviews, highlight reels, a Facebook presence, and even blogs on their website are all good places to start.
But scouting online for your perfect match doesn’t mean you’ll get a rinse-and-repeat job.
The expert says to be discerning when seeking a potential match or reading reviews.
“I often think when we post something of somebody’s wedding, that bride or groom often comments back saying how much they loved the product.
“And I think that speaks wonders because if that particular couple is giving you that feedback on that very image, I think that helps.”
But beyond that, ask yourself: Will this style fit my tastes and venue?
The next step, Ms Tsangarides suggests, is to actually meet with the potential vendors.
“Photographers, videographers, florists, celebrants, MCs, they’re all going to have quite a big role on the wedding day.
“I think you should always meet with those people to make sure that they fit your vibe and that they’re going to be able to support you through the process.”
While it may all come at a cost, don’t feel like you should “overstretch for just one day” if it doesn’t align with your values and budget.
The key is to be realistic. Understand what it is you are actually paying for.
“If you’re deciding that you’re only going to spend $2000 but what you want is something that’s worth $6000, you’re going to get cheaper floral products, you’re probably going to get flowers that don’t last, and so, therefore, they might die in the sun in five minutes.
“You aren’t going to get the quality service from that provider as well.”
Ms Tsangarides recalled a wedding she worked on in 2023 which came in at $45,000.
Such a complex and quality service required 10 staff to work three days as they catered for 250 people, a 12-person wedding party and a host of other fixtures and backdrops.
A big operation will bring with it a hefty price tag.
Compare a well-executed wedding floral package and set-up to a degustation at a 3-Michelin star restaurant.
You’re not just paying for the food on the table. You’re paying for the food preparation time, the cost of service, the restaurant’s utilities, and the years of training and experience the chefs have accrued to create a masterful experience.
“You’re going to pay a different price for a steak at Rockpool than at your local.”
So what are the hidden costs associated with executing a well-crafted, bespoke, highly personal floral package for a wedding?
- Raw product costs (flowers)
- Material costs (fine ribbon, packaging, paper, pins etc)
- Staff wages for up to a week, not just the day of the event (i.e. three days work for two staff)
- Van/delivery cost
- Commercial refrigeration in days leading up
- Wedding set up to cater for all weather (often 8am to 6pm shift with little breaks)
- Return to remove florals, pack down fixtures or installations
- Taxes on top of each expense
While it’s no one’s fault couples are often surprised or confused over the cost of wedding-related vendors and services, they should realise the true value of what they’re paying for.