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What They Offered. Graf Growers made non-traditional centerpieces to get brides thinking differently about plants. They took succulent bowls and herb centerpieces. They also brought miniature plants for favors and large ferns to show how brides can fill large spaces with not much money. Managing Inventory. Although Graf Growers is also a grower, specialty plants like miniatures that are popular for weddings are from other suppliers.

It requires planning ahead and working with vendors to ensure the shipments arrive on time. The Results.

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The least number of plants purchased so far has been 25 centerpieces , and one order was for plants. So far, the brides have mostly chosen to use traditional plant wrappings, although some prefer pots. Graf Growers handed out coupons, which can be used for a year. At this point, none of the brides have turned the coupons in. Getting into the wedding business requires managing logistics. Weddings tend to take place at the same time that the garden center is most busy. On the positive side, brides order a lot of plants.


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Most brides prefer to pick up the plants themselves before the wedding, although Graf Growers does offer delivery as an option. Another way brides can save on costs is by buying in volume. Graf Growers also needs to manage expectations. Fall weddings will have a different array of plants than spring weddings. In response to the increase in the bridal orders, the Grafs created a bridal idea book. It helps them explain what seasonal plants look like, and it also shows how different decorative treatments look. Future Plans. After its success with the bridal fair, Graf Growers plans to expand the event side of its business.

Graf Growers had dabbled in the event business prior to attending the fair, when different groups approached them. The Grafs would also like to convert a section of the store into a showroom for the event that features the bridal area, and always have something done up to talk to people about. The Grafs preferred smaller outside-the-store events for the first year. Graf Growers had two employees at both the food event and the bridal fair. Overall, going into the community to win new customers was a big win.

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