AddThis Social Bookmark Button

Dr. Steve Rittner - Floral Designer & Educator

Steve Rittner

Dr. Stephen Rittner is Director of The Rittners School of Floral Design in Boston, Massachussetts. He is a third generation in the floral field, and for over twenty years has taught professional floristry to thousands of students from all parts of the globe.

Dr. Rittner received his Bachelors and Masters degrees from Tufts University and his Doctorate from Boston University in liberal arts, science and education. His particular interest in education is in curriculum development and differing ways of presenting information to facilitate learning. He has authored or co-authored at least 10 books on floral design, been published in floral trade magazines, and produced over 70 instructional videos on floral design.

Steve & His Career

What do you enjoy most about being in floral design?

The floral field is a very exciting career. It is a field where you can be creative, do your own thing and get paid for it. Best of all it is what I call a "feel good" industry - you are stylizing all kinds of pretty things to make people feel happy. Even when a floral designer is making things for sympathy use, s/he is doing it to make people feel better. And how can you beat working with flowers? Other artists may work in clay or glass or paint. We get to play with flowers - and get paid for doing so!! And then you see the impact your floral designing has upon others...It not only makes them feel good...you feel great as well!

When and how did you decide to become involved in floral art?

I quite literally grew up in the floral industry in my grandparents' flower shop and in the floral design school started by my parents. I grew up in an environment where there were always floral designers in our home, and in which we were constantly attending various floral related events and shows. All kinds of other artistic and cultural resources, museums, etc. were a part of my upbringing. I found that I loved both floral media and other visual arts. And I found that I really enjoyed making all kinds of beautiful floral creations. When I started to consider various options for a career of my own, I was impressed by the fact that it is not uncommon for folks with advanced degrees who are already working in other fields, as well as folks in allied art fields, to retrain in order to enter the floral industry. The more I talked with folks in other fields, the more I realized the hidden treasure right under my nose. I then started to really consider floristry as a very strong career option. In addition to a strong background in floral designing, I earned four university degrees - liberal arts, science and education (Masters and Doctorate).

Who were the biggest inspirations for your career?

My grandparents, Gussie and Phillip Rittner, and my parents Carl and Eunice Rittner. They were pioneers in floral design education. At the time our school was established over fifty years ago, the concept of "floral schools" was revolutionary. In those days the primary way to learn floral design was through apprenticeship. It wasn't the best approach. It could take years to learn floral designing in that manner. It was an often frustrating and rather inefficient way to go about learning. My family coupled contemporary educational thinking with a strong floral background to produce a curriculum and method of teaching that was educationally sound, far more efficient and much more pleasurable!! They set a standard of excellence both in design and in instructional technique that has made a lasting impression.

Do you have a professional philosophy that guides your work?

I am a floral designer, but beyond that I am a floral design educator. Our main philosophy at Rittners School of Floral Design is to provide courses in professional floral design that give outstanding value...to provide courses that one would recommend to family and friends.

What was your greatest professional success and biggest setback?

I am very proud of the fact that I am a third generation in the floral field, and that it's my responsibility to bring one of the finest educational programs in professional floral design in the country into the 21st Century. I take pride in the fact that since I have been involved in our school we have totally renovated our facility. An ambitious modernization project has added to the size of our school. A comfortable new Floral Lab as well as upgrades in our Lecture Hall's audiovisual resources, including multiple monitors, linkages to computers for presentations and the use of the internet enhance our mission of providing the finest in private floral school education...Our school's unique industry resource files as well as our floral library continues to expand at a very fast pace. Our student body comes from all over the United States as well as from many foreign countries making our school's atmosphere quite cosmopolitan. I feel a great deal of satisfaction as I watch our students learn from our staff and from each other... I think that you can see that I define success, not so much as a floral designer who likes to groove on doing this design, function or design show, (which is quite an eqo trip, but not very student oriented), but rather as a floral educator who takes pride in constantly improving our school's services and facilities for the benefit of our student body.

The Actual Work

What exactly do floral designers do?

Floral designers are essentially artists. The difference is that we work with natural media such as flowers, dried materials and so forth. It is a very practical art field, for our products may be reasonable in price and made for just about every occasion. Think about it. You can call your local florist and have something special custom made and delivered for you, not only locally, but across the planet, within a matter of hours. That is pretty remarkable for an art form. Flowers are used to communicate. They express love, sympathy, hope, solidarity, congratulations, etc. The floral designer's role is to find out what a person really feels and to use his/her talents and skills to communicate emotion through natural media. We shape space at parties and special events and create atmosphere depending upon our choice of styles, flowers, and materials. Floral designers use their skills to enhance life cycle events such as weddings. They also make lovely creations for holidays such as Thanksgiving, and Christmas.

What are all the tools of the trade and supplies that floral designers use in their work? Five Basket Design

Floral Designers use a variety of flowers, and allied items in their work.These would include containers, ribbons, stuffed animals, balloons, candles and various novelty items...permanent botanicals and dried materials are very popular. Tools of the trade include something to cut with (knife, clippers, etc.), glue guns, wire, picks, various foam mechanical aids, and floraltape. Florists use refrigeration to keep their flowers fresh. They need a vehicle to make deliveries. Also more and more flower shops are becoming computerized.

Please describe a typical day in the life of a florist.

There are many different things that a florist may do in a typical day. If you are the owner of a flower shop, you have to get your flowers from your wholesale sources. Some designers like to actually go into the wholesale house to see the flowers they are buying. Others do these transactions on the phone. Supplies must be put away. New flowers that have just arrived from the wholesale house must be conditioned before use. Florists create their designs. They are expected to clean up after themselves. They have to decide how much to charge for their design(s). Depending upon the orders, they may be involved doing single designs for various occasions, or many designs for a special event or party. They answer the phone and talk to customers who are calling in. They wait on walk in trade. They may help customers decide what they want to send to family or friends in another part of the country or overseas, and then transmit that order by an industry service ( such as Teleflora, FTD or AFS).They get involved in setting up window displays and interior visual merchandising within the shop. Some florists may do bridal consultations and other specialized kinds of sales. It is a very busy and dynamic atmosphere!

How much and what kind of work do floral designers do outside of the floral shop?

Not all florists work within flower shops, though many do. The floral designer is in demand in mass marketing operations. Many floral designers love to demonstrate their craft and lecture before clubs and organizations. Some have become involved with visual merchandising (eg. window display work). Others get involved in floral wholesale operations. Some floral designers work for floral/gift/allied item importers and manufacturers. There has also been a very strong trend in recent years for more nontraditional floral outlets, where folks work out of their home, or out of non-retail type outlets. There are some floral designers who like to concentrate on wedding and party work. Some will operate very selective businesses in lofts or by appointment.

Career Information & Advice

How are floral designers generally paid? Are they generally paid by the hour or by salary?

They are paid both by the hour or by salary, depending upon the specific shop and the designer's skills. And benefits do vary depending upon the shop and upon the designer's productivity. The best opportunities in the floral field are in running your own business. The floral field is rather interesting in that it does not require a huge capital outlay to open one's own business. For example, I have seen folks open nontraditional floral businesses that are home based, "loft" based or by appointment. The thing that is great about the floral field is that high school grads who take a relatively short, quality course in floral designing, may then go out and run their own business where their initiative and hard work can earn them a nice livelihood. Going to Floral School can be a very inexpensive and practical alternative to college.

What percentage of people graduating from floral design school go on to own there own business?

I can address this only in terms of my own school...it varies greatly from one class to the next depending upon the goals of the students in each group.I find that increasing numbers plan to run their own business because they realize that it offers better opportunity.

What is the average salary range an owner of a floral design shop gets per year in the US?

This also varies greatly, depending upon the owner, how aggressive s/he is in his/her marketing and the way he manages his/her business.

What are some of the skills that help all floral designers succeed?

A genuine love of flowers and floral products is essential. People who enter the floral field have to be people and service oriented. We are problems solvers. We use our media and our talents to meet emotional needs. The floral field really appeals to those who enjoy helping people. Enthusiasm and a positive mental attitude are very important. Artistic talent is also helpful. The ability to visualize and utilize colors, shapes, balance, and form is essential. Manual dexterity is important because you are working with your hands. A strong business sense and the desire to develop business skills is also very important. I tell my classes that when you make floral designs you are a floral designer, but only when you know how to successfully market and sell your floral art, do you become a professional.

Are there any common myths about the profession? If so, how true are they?

Because flowers are so pretty people are often deceived into thinking that this is an easy field to enter without prior background. You know, all you have to do is to open a little shop and that's all there is to it. But what do you do when a customer comes into that shop and needs a specific style of design requiring some very detailed skills? In actuality, training is essential both to be able to produce floral art and to learn the skills to market designing and services effectively.

How is the job market right now for floral designers? How do you think it will be in the next five years? 10 years?

There is a very very strong demand for professional floral designers. Many shops are having a hard time finding trained, capable help. I think that this trend will continue over the next decade. This is a field that demands skilled and dedicated people who know floral design and who enjoy dealing with the public. That's not something you can just find off the street.

Pretty Pink Design What are the best ways to find a job as a floral designer?

First, get strong training in professional floral designing. Many florists don't have the time or the energy to deal with folks who may mean well, but don't know what they are doing. They prefer help that are already knowledgeable. And trying to learn "on the job" can leave very strong gaps in your knowledge base that will impede you if you later decide to run your own business. Strong training in floral design from a quality floral school may give you an edge over those who don't have that kind of background both in getting that job and keeping it. In our opinion it makes you more competitive. Second, the school that you are attending should be able and willing to help you when you seek employment. At Rittners Floral School, for example, while by state law, we cannot guarantee placement, we are aggressive in job placement for our graduates. Because our student body comes from all over the United States as well as overseas, our placement efforts are national and international.

How important is it to create & maintain relationships within the profession? If it is, how do you do it?

It is important to maintain relationships in every profession including the floral field. We are fortunate in that our school is one of the longest running programs of its kind in the country. That means that we have a lot of graduates and friends out in the field. And we are always delighted to hear from them. I get special enjoyment when I hear from graduates who came from our school so long ago that they remember me when I was a kid!

How important are memberships in professional organizations for floral design?

Memberships in professional organizations are important. But the choice of membership should be based upon the potential of the organization to HELP YOU MAKE MONEY in your business and not simply for ego gratification. There are many different professional organizations in our field. In my opinion belonging to a telegraph service such as FTD, Teleflora, or American Floral Services is essential for folks owning a floral shop. The Society of American Florists is also an outstanding industry organization providing resources that can help your bottom line.

Education Information & Advice

Is the floral field one that attracts only a certain kind of person (e.g.: age, prior education etc.)?

No. Our classes are quite diverse both in age and also in educational backgrounds. Professional floristry lends itself well to a wide range of lifestyles. For example in our classes we find young women planning to raise a family while maintaining a career. We also find folks choosing floristry as a retirement career. The floral field is a great option for both situations. People who want to maintain current careers and moonlight in a second field which offers a creative outlet find the floral field a great option. We are also seeing a large number of folks in allied professions, for example, people already in culinary arts, fashion design, hair dressers, interior decorators, etc, taking up floral art to enhance the businesses that they are already involved in.

For those who have the talent already, should they go to floral design school and why?

Training is essential in any field today. Raw talent is helpful, but you still need to learn the essential techniques and skills. We find that many flower shop owners send their kids to our school.

Does a student have to have a prior background in floral design or a portfolio to attend your school?

No not at all. Some of our students have never designed at all prior to attending our school and they are still able to enjoy our program. We do not require an SAT, prior background or a portfolio. We do require at least a high school diploma or equivalency (many of our students have educational backgrounds exceeding this) and a strong desire to learn this field. Foreign students should be able to speak English.

Are there any courses that students should take to prepare for your school?

A good background in basic skills (reading, writing and math) is all that is really needed. But it doesn't hurt to take art related courses, business courses and courses in psychology - "people skills".

Is it a good idea for you to visit floral schools?

Absolutely. Visiting a school is an excellent way to see if you will feel comfortable there, if it is a good "match." You should always give the school a call in advance and set up an appointment. If possible make your appointment to visit the school when an actual lesson is being presented. In this way you get a good idea of the teaching style of the instructor(s). The last thing you want or need when learning floral designing is some egomaniac making you feel inferior. A visit to a school assures that you are getting the kind of instruction that you deserve. Anybody running a floral school is expected to be a good floral designer. The question you should be asking is "how good a teacher is that person?"

Don't most people simply choose a floral program based on proximity to where they live?

Some do if there are any available, but that isn't always the best way to get high quality professional training. All programs are not the same. We find that people are willing to travel to get quality.

Design with Branches Should the floral school provide you with all your flowers, and working materials?

We feel that one of the important things to check for is whether the school is generous with flowers, supplies and materials. Are these all included in the fees or are there additional charges? This is a real concern. You really can't learn floral design properly without materials with which to work. Does the school allow you to take home every floral design that you make, or do they take the designs back and recycle them into additional projects or even sell your designs? Do you have to return the containers you use?? In our opinion a school should provide you with all of your flowers, containers and supplies and you should be entitled to take home EVERY project that you make...it means that you are getting good value.

Is it important to apprentice? How often is this done in your field?

The whole idea behind going to a private floral school is to eliminate years of trial by error apprenticeship...some folks, however, like to work in a flower shop for a period of time before opening their own business. It is a good way to build up speed and confidence.

Are Floral design schools accredited? If so by what organizations?

There is no specific floral school accrediting board. Most floral schools' accreditation is through the licensing of their specific states. The owner of each school also has his/her own unique educational or trade references.

About how many floral design schools are there in the US?

I would estimate that there are approximately twenty to thirty private floral schools.

What other factors should you consider when choosing a floral school?

I would check out the facility. Is it really a floral school or simply a back room or spare room of a flower shop. In our opinion, a pretty display of flowers and some work benches alone does not necessarily make a school good. If you were selecting a program for your kids to attend you would want to see audiovisual resources, a library and other important infrastructure. The same should be true of a floral design school. In our opinion, the willingness of a school to reinvest in its facilities is a good measure of how committed it is to its students. Does the program exist on its own, or is the "school" merely a sideline for a florist in-between floral occasions and holidays? In our opinion, it can be difficult for a retail shop owner to wholeheartedly teach someone who could later open up another flower shop and therefore be a potential retail competitor. At our school we are strictly a school and avoid this possible conflict of interest. How long has the program existed? In our opinion the longer the better. It is a sign that the school is well established, draws folks and has satisfied graduates. What kind of course sequence is required to get a professional design program? Programs that have confusing sequences of courses in order to be able to function in the field should be examined very carefully. One reason some folks prefer the private floral school option is that is supposed to be a more direct entry into the field.

Industry Trends

What are some trends that you see in the field that might help prospective students to know?

There are some trends that we find exciting. The increased use of technology in our field is fascinating. Just take a look at the increasing numbers of floral designers selling online. There is an increasing internationalization in floral design. Floral artists all around the globe are watching each other and assimiilating different styles and approaches into their designs.