Chapter 7: Floral Ethics and Aesthetics: Understanding Professional Expertise at Work

This chapter presents a study of ‘floral ethics’, defined as a set of standardized practices for handling flowers shared among members of the florist occupation. Drawing on 36 months of ethnographic fieldwork in flower shops in Switzerland and Chicago, it contributes to the sociology of work and professions by providing a nuanced understanding of the tensions that can arise between the professional expertise of florists and the aesthetic preferences of customers. The findings on the micro-level reveal that adherence to floral ethics serves as a strategy for protecting and maintaining occupational legitimacy. By uncovering divergent conceptions of what constitutes ‘work well done’ among florists, this chapter offers a broader argument on the power asymmetry inherent in service relationships.