Editors at some of the nation’s most popular magazines have newfound appreciation for the power of flowers in interior spaces.
Last week, SAF Vice President of Marketing Jennifer Sparks ran all over Manhattan with celebrity interior designer Kelli Ellis to talk up flowers’ ability to enhance any room — not just as beautiful accents, but also as living things that increase physical, mental and emotional wellbeing.
Over the course of two busy days, Sparks and Ellis, the project’s main spokesperson, held desk-side briefings with editors of Good Housekeeping, ELLE Decor, Veranda, House Beautiful, LUXE Interiors + Design, Everyday with Rachael Ray, Martha Stewart Living, American Spa, and Real Simple. The two women referenced research studies conducted at Harvard, Rutgers and Texas A&M Universities that highlight the various ways flowers improve people’s lives, decreasing worry and anxiety, increasing creativity and strengthening feelings of compassion. Additionally, they showed examples from the newly created Two Minute Trends video series as tools editors can use to educate readers in their digital publications.
In its first initiative to directly connect with the residential and commercial design communities, the Society of American Florists, in partnership with Asocolflores, is launching “The Architectural Design of Flowers,” a promotional program to educate interior design influencers, as well as consumers, on research proving the scientific benefits of flowers.
The program also provides guidance on how these design pros can better integrate flowers into their work, creating more meaningful, welcoming and productive professional and private spaces for their clients.
“There’s a lot more to flowers than their beauty that consumers, architects and designers should know about as they create their interiors,” Ellis told editors. “For example, research has shown that living with flowers creates a sense of calm that reduces anxiety and boosts energy, particularly in the morning. And workplaces and home offices that incorporate flowers and plants help people generate more ideas and creative solutions.”
Sparks and Ellis also “walked the walk,” bringing flowers to meetings and leaving them (along with information on the program) at publications whose editors were not available to meet personally. “Editors were delighted to receive the flowers,” Sparks said. “We wanted them to experience the research findings firsthand and to have a reminder about what they learned in the week ahead.”
Whether editors use the information right away or they think of flowers down the road when brainstorming content ideas, Sparks is confident the meetings will big payoff for the industry. “It’s about planting key ideas, as well as establishing SAF, its members, and aboutflowers.com as resources for any floral content moving forward,” she said.
SAF will follow up with those publications and many more in the coming months to promote the new program and offer aboutflowers.com, Ellis, and color expert and SAF spokesperson Mark Woodman as resources for floral content.
The Architectural Design of Flowers program is made possible thanks to funding by longtime PR Fund supporter Asocolflores.
“Asocolflores is so glad to work with SAF and contribute to our industry on this program that creates new ways to be close to consumption influencers,” said Asocolflores President, Augusto Solano.
The Two Minute Trends series of videos, as well as high-resolution photography, are available for use by SAF members at aboutflowers.com/twominutetrends, to show customers how powerful flowers can be to creating warm, inviting spaces. Sparks suggested that the industry share the videos on their social media channels to educate customers in a fun, engaging way.
“The beautiful images, along with smart advice from credible third-party experts, is sure to capture consumer attention,” Sparks said. “Customers are loyal to businesses who educate them, so SAF members should use these tools to their advantage.”