FRIENDS

Meet Benoît Saint Amand, the internationally renowned floral designer

A florist for more than 25 years, Benoît Saint-Amand is both a business owner and a floral design coach. The consecration comes in 2015 when he becomes the best craftsman in floral art. He has at heart to create a timeless floral universe in which everything is possible, and you can read all about it in this interview.

Let's talk about your grand carrier

Hello Benoît, Can you describe in a few sentences your career and your activity?

I have been a florist for 24 years now. To start with my training, I passed my Certificate of Professional Competence of florist. At the end of these examinations, there were no higher training at the time, so I started competing, and it went more or less well for me. There are some that I missed, and others that really motivated me to continue. Such as the time I was a finalist in the French championship.

When did you open your first shop?

I settled in 2001 with my first shop, and in 2007 I created my second shop. I kept only the latter, which today has 6 employees.

What has changed your title of Best Worker of France obtained in 2015?

In my way of working, nothing really. On the other hand, it is a very prestigious title and a very nice professional recognition. Therefore, it is possible to continue always to go forward, to surpass itself, and to seek without ceasing the excellence that this title requires.
This has also had an impact on my clientele with an increased demand for events, more requests from professionals, I am asked more and more completely different things, it is interesting.

You also provide training. When did you start, and what do you like about this activity?

I started in 2001 at the same time as my very first shop opened. I was spotted by the Federation, and then I returned to the group of trainers (I was also the youngest French trainer).
What I like about trainings is to be able to transmit technology and my know-how, share it and communicate it. I try to have the best pedagogy possible, and it’s going pretty well, people are very happy. I have many requests for training.
There is also the fact that I am a florist and that I have my own shop. Indeed, I think I am still in the commercial reality. And this is also what artisans and florists are looking for.
I also give some training in schools, where there I rather have an apprenticeship public.

What do you think are the essential qualities of a professional florist?

Patience, courage, motivation, and of course creativity. It is important to be always informed of trends (colors, textures…). Also, to be a good manager, of course!

Let's talk about your use of preserved flowers

When did you encounter preserved flowers and plants, and on what occasions do you use them?

I know that preserved flowers and plants last for some years, but not very much because we saw little at the time. It was a little taboo, there was no great communication around the preserved flowers. And besides, not much choice either, it was quite limited …
Today we are beginning to see more and more preserved plants. Preserved plants are ideal to prepare an event in advance, bouquets, a painting, prepare an order and anticipate the realization …

What do you think are the major strengths of preserved plants?

Be able to manage your time in the shop!
It's everlasting. There are also more and more requests from customers that go in this direction. They want things that keep themselves longer. And preserved plants also changes from the artificial one knows as the artificial to a much more plastic side, and customers have a bad image of this product. With the artificial there are breaks, immediately it cools a little to the customers whereas with the preserved, once they have been explained the process, they are very interested.
But it is true that there is still a poor knowledge of preserved flowers and plants by a lot of customers, and from professionals.

What advice would you give professionals who would like to start working on preserved plants?

I will tell them to work preserved flowers like freshly-cut flowers, it is a natural product, and we must bring emotion to their work. Thoroughly showcase the products. It is necessary to know how to work it in the most natural way possible and to accompany the preserved flowers of dry plants for example or natural plants that may well evolve over time. I would also advise florists who want to get into preserved plants to prepare their arguments for the sale.

Do you think that preserved plants are a futur-oriented product for the profession, and if so, why?

I really think that preserved flowers and plants are a futur-oriented product because they respond to the current demand: things that keep very long. And there has been a real evolution of preserved products. A few years ago, we could not find all that we can find today.

You have been using SecondFlor for several years now, what do you think about us?

What I like is the wide choice that is offered, the new varieties available and also the colors of the flowers and plants that are very interesting because the natural side of the plants is preserved. Because often when the flowers are colored they take a somewhat artificial appearance and this distorts the flower, but this is not the case with the products offered by Secondflor. The “natural” side is very important because very trendy and current.

Discover his website www.benoitsaintamand.com
Follow him on Instagram @benoitsaintamandofficial