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 MOF 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.
Secondnatur: Hello Benoît Saint-Amand, can you describe in a few sentences your background and your activity?
Benoît Saint-Amand: I have been a florist for 24 years now. I started out with a classic CAP and Brevet Professional training course. At the end of these exams, there were no higher education courses at the time, so I took the competitive exams, which went more or less well for me. There were some that I failed, and others that really motivated me to continue. For example, I was a finalist in the French Cup.
SN: When did you open your first shop?
BSA: I set up my first shop in 2001 and in 2007, I created my second shop. I have only kept the latter, which now has 6 employees.
SN: What did your title of Meilleur Ouvrier de France obtained in 2015 change for you?
BSA: In my method of working, nothing really. On the other hand, it is a very prestigious title and a very good professional recognition. So it allows me to continue to go forward, to surpass myself, and to constantly seek the excellence that this title requires.
It has also had an impact on my clientele with an increase in requests for events, more requests from professionals, I am asked to do more and more completely different things, which is interesting.
SN: You also provide training. When did you start and what do you like about it?
BSA: I started in 2001 at the same time as the creation of my first shop. I was spotted by the Federation, and then I joined the group of trainers (I was the youngest French trainer).
What I like about training is being able to pass on the technique as well as my know-how, to share it and communicate it. I try to have the best possible pedagogy, and it goes rather 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. I think that I am still in the commercial reality. And this is also what florists and employees are looking for.
I also give some training in schools, where I tend to have an apprentice audience.
SN: What do you think are the essential qualities of a professional florist?
BSA: Patience, courage, motivation, and of course creativity. It is important to always be aware of trends, whether in colours or textures. And to be a good manager of course!
SN: How long have you known about preserved flowers and plants, and when do you use them?
BSA: I’ve known about preserved flowers and plants for a few years, but not very well, because we didn’t see much of them at the time. It was a bit of a taboo, there wasn’t much communication about preserved flowers. And besides, there wasn’t much choice either, it was quite limited…
Today we are starting to see more and more preserved plants. Preserved flowers are ideal for preparing an event in advance, a bridal bouquet, a picture, preparing an order and anticipating the execution…
SN: What do you think are the main advantages of preserved plants?
BSA: Being able to manage your working time in the shop.
And then there’s a big selling point: preserved products can be kept! And there are more and more requests from customers in this direction. They want things that keep longer. And preserved is also a change from the artificial we know, because the artificial has a much more plastic side and customers have a bad image of this product. With the artificial there are barriers, it immediately puts customers off a bit, whereas with the preserved, once the process has been explained to them, they are very interested. But it’s true that there is still a lack of knowledge about preserved flowers and plants on the part of customers, but also on the part of professionals.
SN: What advice would you give to professionals who want to start working with preserved plants?
BSA: I would tell them to work with preserved flowers in the same way as fresh flowers, it’s a natural product, and they have to bring emotion to their work. You have to highlight the products well. You have to know how to work it in the most natural way possible and accompany preserved flowers with dry plants, for example, or with natural plants that can also evolve well over time. I would also advise florists who want to start preserved to prepare their sales arguments well.
SN: Do you think that preserved plants are a product of the future for the profession and if so, why?
BSA: I really think that preserved flowers and plants are a product of the future, because they meet the current demand: things that keep for a very long time. And there has been a real evolution in preserved products. A few years ago, you couldn’t find everything that you can find today.
SN: What do love about Secondflor ?
BSA: What I like is the wide choice that is offered, the new varieties available and also the colours of the flowers and plants which are very interesting, because the natural side of the plants is preserved. Because often when flowers are coloured, they look a bit artificial and this distorts the flower, but this is not the case with the products offered by Secondflor. The “natural” aspect is very important, because it is very trendy and up-to-date.
Visit his website // benoitsaintamand.com
Discover some WORKS // Belles des champs ; Bouquet de mariée ; Bouquet Couronne
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