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Anatomy of an Impactful Interview

Massachusetts florist Lori Kunian, AIFD, recently got some local press. In the article, she acknowledged some of her early struggles, highlighted her advanced skills, praised her staff and emphasized the true value of sending flowers.

Last week, Lori Kunian, owner of Affairs to Remember in Melrose, Massachusetts, joined the prestigious ranks of the American Institute of Floral Designers. Before flying to Seattle for her induction ceremony, Kunian sat down with a local reporter to discuss this professional achievement and to reflect on her career.

Kunian’s profile story, which ran June 26, featured several points that would compel readers to choose her shop for their floral needs:

She humanized the business. Kunian talked about her humble beginnings sweeping floors and emptying buckets at her aunt’s flower shop in her teenage years, illustrating her lifelong passion. She also admitted to some flubs early in her career and how she’s worked to correct them. “When I started as the owner, I was a bit curt with customers, and I’d never had a boss who told me to change!” she said. “I learned I had to listen to my customers, make them comfortable, and learn what they wanted that I didn’t have. Now, I’m crazy about first impressions.”

She trumpeted her new credentials. Kunian spelled out to readers the significance of AIFD membership. “Most people arranging flowers have a talent for it,” she said, “but there are reasons we feel one thing looks better than another: elements and principles of design. Real training sets designers apart.” AIFD, she explained, is devoted to “venturing into the more creative qualities of floral design to make it art.”

She described the true purpose of her profession. “Flowers are just a byproduct,” she said. “I sell emotions. I try to match the mood and need of the customer.” She specifically addressed the solemn honor of sympathy work. “We see people at the hardest times of their lives,” she said. “With a death, I ask, ‘What was special about your loved one?’ and that can take someone out of their moment of grief. What I hear gives me a chance to celebrate who they were. If they were outdoorsy, we might use branches in the arrangement, for instance, and that detail can make our customer feel connected to the person they’ve lost.”

She applauded her staff. Kunian depicted an affable work environment that respects employees’ critical thinking skills and creativity. “I allow them to make decisions about to solve a problem for a customer without contradiction,” she said. “I am grateful they have the confidence to figure out a solution on their own.” Additionally, she encourages employees to develop their own design styles. “I love when customers come in ask for one of us by name to do their arrangement.”

Want to get some local publicity this summer? Check out SAF’s PR guide for story ideas, customizable press releases, interview pointers and more.

 

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