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Questions Florists Ask

Straight answers about I Speak Flowers™ and the World Cut Flower Commission — the questions florists ask us most.

The Basics

What Is I Speak Flowers™?

I Speak Flowers™ is a standard and window decal for independent flower shops, run by the World Cut Flower Commission (WCFC). The standard is written by florists. Every shop that meets it is listed free on a worldwide list and gets a free decal for its door, so customers can tell a real flower shop from a place that only sells flowers. WCFC does not sell flowers, take orders or charge commission.

What Should a Florist Put on the Door?

Wire-service decals once told customers a shop was a real florist. Most have come off the glass. I Speak Flowers™ is a door decal made for that job today. It says one thing: this shop meets a standard written by florists. It's free to every shop that qualifies, and it sits comfortably alongside a designer's own credentials, such as AIFD, and local marks like a Chamber of Commerce cling.

"The industry markets the flower. We market the flower shop."

How Is This Different From a Trade Association?

Associations such as the Society of American Florists represent the whole industry — growers, importers, wholesalers, supermarket floral departments and florists — and their marketing promotes flowers for everyone who sells them. I Speak Flowers™ does one narrower job: it marks the flower shop itself. Only flower shops that meet the standard can carry the window decal.

What Is the World Cut Flower Commission?

The World Cut Flower Commission (WCFC) is a worldwide marketing organization for independent flower shops. It runs I Speak Flowers™: a standard, a list and a window decal that tell customers where to find a real flower shop. WCFC is not a wire service. It doesn't take orders, route orders or take a percentage. Customers find the shop and call it directly. It's built to change a habit: when someone needs flowers, a flower shop comes to mind first.

Quick Answers

1

Is It a Certification?

It's a standard. A shop either meets it or it doesn't, and the standard is written by florists.

2

What Does It Cost?

The listing and the window decal are free to every shop that qualifies, member or not. Membership, one annual price per location, pays for using the mark beyond the window — boxes, shirts, the van, your website — and for a marketing team working on search, social media and AI.

3

Can a Supermarket Use It?

Not the window decal. That's only for flower shops that meet the standard. Growers and wholesalers can license the mark for their boxes and trucks, but never the window decal.

4

How Does My Shop Get on the List?

Most flower shops are already on it, built from public records. Tell us where you are and we'll let you know when an I Speak Flowers™ meeting is near you.

The Cut Flower App comes later. It's planned as a tool for the staff behind the counter, not a consumer app. I Speak Flowers™ comes first.

Your Shop

Is Your Shop on the List?

Most flower shops already are. Tell us where you are and we'll let you know when an I Speak Flowers™ meeting is near you.

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