Floral Photography & Marketing 101

Photographs of floral designs play a crucial role in documenting and preserving the beauty of intricate arrangements and unique concepts. They serve as a visual record that captures the essence and creativity of floral design.

In this classroom course, students will learn practical skills of how to capture and market their floral designs in a captivating and impactful manner. From mastering lighting and composition to understanding the nuances of capturing floral details, participants will learn how to elevate their photography practice to new heights. Moreover, the workshop will also focus on the significance of content marketing in the context of floral photography. Participants will gain valuable insights into leveraging content marketing to promote their work. This comprehensive learning experience will enable participants to effectively communicate their artistic vision and connect with a wider audience.

To note, this program is a classroom day focusing on marketing lessons and hands-on photography lessons focusing on iPhone techniques. Students will not make any arrangements this day.

About the Instructor: Calvert Crary, Executive Director of FlowerSchool NY & LA

An internationally recognized instructor and mentor, Calvert has taught programs across the United States, Holland, Mexico and Australia. He hasbeen invited to design tables at the prestigious Orchid Dinner at The Plaza Hotel, spoken to Garden Clubs across America, and served as a judge at the PHS Philadelphia Flower Show. Calvert has trained and coached thousands of students on how to work in the floral industry with top designers, start new businesses, or reorganize existing floral businesses into thriving careers.

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In addition to his teaching and leadership roles, he is the author of influential books on floral design, including Flower School: A Practical Guide to the Art of Flower Arranging, and has co-authored The Encyclopedia of Cut Flowers. He was featured in The New York Times “Sunday Routine” section this past July 2025.

Explore More Classes with Calvert Crary

What you can expect:

• 1 Day of Class (allowing an hour lunch break)

• Studio time to develop business strategies & practice photography skills

• Floral aprons, tools, and other supplies will be provided for use during this program. Please note that personal sets of supplies to take home are only included with enrollment in our 2-Day Introduction to Design Series.

What you will learn:

• Photography skills, including lighting, composition, and other practical skills

• Marketing strategies to broadcast your work as a florist, with a focus on brand identity and finding audiences

• Business skills including social media engagement tactics, press release development, and business strategy planning