We caught up with the brilliant and insightful Audra Nicol a few weeks ago and have shared our conversation below.

Audra, thanks for taking the time to share your stories with us today What’s something you believe that most people in your industry (or in general) disagree with?

Call center florists known as FTD’s. Many people do not know how to properly order flowers and how to get what they actually paid for. Florists have been trying to educate the public about FTD’s. First let’s start off with what an FTD is.. a call center that takes orders for flowers whether it be online or over the phone. The FTD then contacts your local florist and asks them to fulfill the order, BUT what the customer and the local florist don’t know is that the FTD is keeping 40% of your money! So if you order a $100 arrangement the FTD calls the local florist and tells them the order is only for $60 and that includes your delivery fee as well. Your local florists then are the ones to blame for the flowers not meeting the customers expectations even though it is not the local florists fault. Many local florists are no longer accepting FTD orders due to their clients being ripped off. It is ALWAYS best to call the local florist.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

-I am a small business owner coming up on 3 years. We have a beautiful flower shop and boutique full of flowers and gifts as well. We specialize in all of life’s special moments whether it be birthdays, anniversaries, weddings, celebration of life, and many other occasions. -A little about me I have been in retail management for almost 25 years now. I have a beautiful family married for 20 years and 2 great kids that are now adults. My husband and I are really enjoying being empty nesters.
-Favorite part of my job is seeing people’s faces light up when I deliver their flowers. Flowers brighten everyone’s day. I love being part of the community and I love all the wonderful people I have met. I know I am doing what I am meant to do as I feel it in my heart and from my customers. This job is filled with lots of emotions and it is so important to love and care about what you are doing. We impact so many lives everyday and come across so many different aspects of life’s journey. I will always be forever thankful for the wonderful clients we have. It means the world to me that you chose us to make your day special.

Do you have any insights you can share related to maintaining high team morale?

First and foremost have fun! Laugh, smile, keep a positive and upbeat environment. Allow for your employees to make decisions on their own. Give feedback and praise when you should. Let your team know that you need them and how much you appreciate them.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

After many years of working in the corporate world where they are trying to mold you into what they want, and what they believe you should be like. I realized I no longer knew who I was because I was too busy trying to be what everyone else wanted me to be. After 20 years I decided to take a 30 day break and really think about who I am and what do I enjoy, where does my heart lie. I then decided to take a leap of faith and believe in myself and my abilities fully and started my own business. Now. I am doing what I love and no longer worrying about trying to fit into anyone else’s mold. I can be me, my customers get to know me and I never will regret believing in myself.

Contact Info:

• Website: www.audraspetalshop.com
• Instagram: audras_petal_shop
• Facebook: Audra’s Petal Shop, LLC

Image Credits
CLN Photography only one pic (bride surrounded by flowers around her face)