Why do your frames cost that much?

This is a blog and topic I’ve thought about and have been piecing together for years. The original draft of this was on my notes app in 2019. Everytime I sit down to collect my thoughts I wind up writing a few sentences, or just jotting down a line or two. And now I’m here to fully talk through it all, condense all those thoughts, express why my products cost what they do, what goes into it, and why it’s so important to me! At first glance my business seems like a lot of pressed flowers, which it is, but there’s so much more that goes into it. I personally believe that peeling back the curtain on this topic is so important. I want my customers to trust me and understand where their money is going, understand the supply chain of Framed Florals, and help them decide if they’d like to invest in one of my pieces! Investment in the knowledge that it’s more than just art, it’s a story, it’s an investment in me, and so much more than just flowers.

So, why ~do~ they cost so much money? To answer that I’ll have to break things down a bit. When I first launched my brand I remember googling “how to price your products” and being so overwhelmed with how many equations and ways to think about it from a wholesale or retail perspective, and then having to combine it with pricing handmade art, it was all very confusing. I launched with a price I *thought* made sense, but quickly learned it wasn’t a sustainable price point if I wanted to pay myself a living wage, pay my suppliers, and spend the time needed for each piece. Over the last five years I’ve gradually raised my prices and finally feel like I’ve landed on prices that reflect the labor, time, skill, and design that makes my art as unique as it is. This may change, and I’m okay with that!

Let’s dive into the labor that goes into each piece of art! Labor probably isn’t the word you’re expecting to hear when it comes to pressing flowers, as most people probably assume it’s a quick and simple thing. But, that couldn’t be further from the truth! Labor can mean more than just doing heavy lifting, it’s showing up on time, coordinating drop offs and pickups, traveling into the city to the flower district, running around with arms full of flowers, taking them on the subway, back to my studio to process and get each stem ready for pressing, rolling my cart down to meet my glass supplier, walking to meet the woodworkers who craft my frames, standing over my work table for hours on end meticulously cleaning glass, designing frame options, photographing, emailing, using tools and hardware to assemble my frames, and I could probably keep going as each day is different. But each part of the labor aspect of my job is what goes into the day to day of Framed Florals. And simply put, I need to pay myself for that. And not just pay myself to survive, I need to pay myself a living wage. Like I said before, when I first started I quickly learned underpricing wasn’t sustainable. Sustainable in the sense that if I want to dedicate years to this craft and honing my artistic vision, I need to pay myself fairly for it. So I can make this a job I can return to day after day, and year after year while still supporting myself and my family!

This is usually where pricing starts. The cost of your supplies, plus your labor, and you’ve got a wholesale price, or retail price. I quickly realized this wasn’t a simple equation for me as my supplies are incredibly expensive and custom made for Framed Florals specifically. When I launched I spent months and tons of money buying samples, working with woodworkers for prototypes, testing the way different materials worked together, experimenting with different techniques. Doing all of this to make sure if I was spending a lot on supplies that it was completely worth it. Which it is! The frames I originally made were similar but had totally different mechanics to them. I spent a great deal of time and money workshopping what makes them unique and a product that can hang in your home forever. My frames are custom made specifically for Framed Florals and that was because the product I offer isn’t available at a typical frame supplier. And as expensive as that may be, I’m SO proud of that. I’m incredibly honored to partner with incredibly talented carpenters and woodworkers who bring my vision to life with each piece they craft for me, and you.

Accounting, taxes, the government, rent. This is probably the least sexy of all the topics but where most of my money goes. I taught myself A LOT through running my business, but there are just some things that are worth it to hand off and pay an expert to handle. That’s where my accountant comes in! I pay them to help me with taxes, make sure I’m running a legitimate business, LLC, all of that! It’s definitely a big expense but it’s so worth it to keep everything in order and running smoothly. Lastly, I hired a lawyer to help me with protecting my intellectual property as well! Framed Florals has its own trademark! Not cheap, but so worth it. What does any of this have to do with why my frames cost what they do? Well I need to factor in expenses like this to my overall pricing structure. If I was charging half of what I do I wouldn’t be able to afford an accountant, would spend way more time managing my books, and would in turn have less time to press flowers and dedicate time to my craft.

One of my most asked questions is “how long does it take you to make a frame?” And I’ve tried so many times over the years to accurately calculate it. Here’s my most recent attempt:

.5 Hour - Client emails me, I email back, contract, deposit, get them in my calendar

.5 - 1 Hour - Coordinating a drop off or mailing of the flowers. This one varies wildly as this is often times up to USPS or UPS and I spend longer than an hour tracking the package, calling to make sure it’s on it’s way, refreshing the tracking, etc.

2 - 4 Hours - This is me taking the bouquet apart, separating all the stems, and pressing away! This one also varies as it depends on the size of the custom order. Oftentimes a single bouquet can take me an hour and a half to press. If trickier flowers are included then we’re looking closer to 3 hours. If there’s an additional centerpiece or bouquet we’re closer to the 4 hour mark.

1-2 Hours - Now everything is pressed and I’m working on reassembling anything I took apart, sorting through all the pressings, and working on designs. Depending on how many frames my client is interested in this can take about an hour or longer if we’re adding additional frames on.

.5 Hour - 1 Hour - I spend anywhere from a half hour to an hour coordinating with the client on designs. More often than not my clients pick from the first round that I send them. If they’re adding another frame on or ask for a revision, it’s now closer to another hour to adjust and rework.

1 - 1.5 Hours - Framing time! Yay! This time is spent attaching the hanging hardware, cleaning the glass, meticulously adhering the flowers to the glass, and using my pin nailer and air compressor to assemble the frame with all the flowers in it. This one also varies on how complicated the design is, and how many frames my clients order.

.5 - 1 Hour- Complete! Now is the time to email the clients their link to purchase and get the frame packaged up! I always try to photograph the frame before I package it up as well. Then I coordinate either a pick up or get it in a box to go out to UPS or USPS! (Which is expensive on it’s own! Mailing and the cost of mailing supplies have gone up SO much over the pandemic!)

I’ve changed my charitable efforts for Framed Florals so many times over the years. It’s been a work in progress and something that evolves as I do as well. I tried to pick non profit organizations that reflected where I place importance, and at the end of the month I would donate to a few organizations. But for years I’ve been inspired by what 1% For the Planet is doing, and finally this year decided why not just look into it?! I always assumed it was for huge brands or corporations but I was so pleasantly surprised to learn that a large part of their community is made up of small businesses and artists. Without the planet we wouldn’t have flowers, and being able to be a small part of making the world a greener place makes me feel so proud. So yearly I donate to 1% For the Planet and through your purchases I’m able to support such an incredible cause!

This is more of a new avenue for me in terms of my business but it’s been such a welcome stream of income. While I understand that sponsored posts or partnerships may come across as overly salesy or influencer-y but they enable me to have more free time work on frames when I can account for the extra income. Even just shopping affiliate links that I share provide that as well! So while this isn’t driving the price of my frames down, it’s allowing me to spend more time on each piece which drives its value and artistry up! Win win.

FUN FACT:

I spent virtually no money on advertising or marketing! I am SO incredibly proud to say that as my clients are the ones who help spread the word about my business, and help me grow year after year! Instagram is where most of my new clients come from, and for that I’m so grateful! Every like, share, comment, makes my job possible. So thank you, thank you, thank you, for that.

Oh yes yes yes you can! For me this is a professional business and not a side hobby. When I first launched it was because I saw an open space in the wedding and decor world. I was my first client, before I knew Framed Florals would become a thing! Since then, so many copy cats have launched, and they definitely charge less than I do. But, with experience and skill comes the price tag. Beyond knock offs, obvi Amazon and Target frames are more accessible and more affordable but the story/person behind the work/craft doesn’t exist there. I still have a bunch of beautiful pieces from Target in my home and studio, but like to complement them with more special and unique pieces as well! I think we’ve become so used to the low price point of decor and finding a quick affordable piece on Amazon that we get such sticker shock when seeing the price of what things cost to make ethically and sustainably. With that said, this is not meant to be an attack on anyone and I acknowledge that Amazon is one of the only accessible resources for some. It’s okay to find what works for you and your budget. But I believe the value and artistry in my products justifies the higher price point.

As you can see it’s not one specific thing that makes them cost what they do, but the culmination of all these little pieces coming together. Like I said in the beginning, this has been evolving for years. I started this business in 2017 after spending a full year working behind the scenes, and I plan to continue making the best financial, business, and holistic decisions for the longevity of Framed Florals.

Since starting this blog post I’ve gotten pregnant and had to think about my maternity leave as well! So while I thought I had covered everything, I’m still here adding more thoughts. As a small business owner I don’t have the built in maternity leave like a traditional job, and I knew that going into this venture. But all these little decisions added up to make my maternity leave possible. Charging enough for my frames and art made it possible to save money to take off a few weeks/months so I could take a “maternity leave” without bankrupting my business. The stress that goes on behind the scenes of growing a human, keeping a business going, navigating what a “break” looks like, is very real. I definitely don’t have the answers yet as to if what I’ve prepared business wise is going to translate into maternity leave but I feel I’ve done as much as I could while learning as I go!

Well, if you made it to the end of this, thank you!! I know this is a TON of info, and perhaps more detail than I needed to share at times but I really hope this inside peek helps to shine a light on where my pricing originated from, and why it exists at the price point that it does. At the end of the day I’m a real person, making products with my hands, slowly and meticulously who wants to offer the best result. Being able to work with flowers as a career has been such a joy, and it’s something I hope to do for many many years to come. Your support of my small business makes that possible, and I’m so grateful for that.

xo,

Lacie