We were lucky to catch up with Caitlyn Frank recently and have shared our conversation below.

Caitlyn, thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

Becoming a florist is not something I just fell into- creative fields don’t run in my family. My first profession was teaching. It is what I went to college for and what I spent the first decade of my life doing. There were parts of it I absolutely loved, but as time went on- parts that didn’t quite fit. The more I grew into and learned about myself, the more teaching felt like trying to fit a round peg in a square hole.

I’d always been drawn to nature, even from a young age. I’m also drawn to rhythms and seasons. I was living in Long Beach, CA at the time and would head to the flower market in LA. I’d buy a few bunches, take them home to my apartment and practice arranging. I’d watch YouTube videos and look up other tutorials. Fast forward a couple years and eventually I got hired at a florist. I’d work there on the weekends and teach during the week. This was not sustainable long term, but I wanted to see how I felt after working with flowers and if this was something I could see myself doing long term. Working with flowers gets me out of my head and into my body. It is visceral and intuitive and gets me into a flow states. After some months of working both jobs, I eventually quit teaching and jumped with both feet into the floral industry.

It was working at a couple shops in southern CA where I learned nearly everything I know about flowers. It was here (and from personal experience) where I began to fully understand the power of flowers. I once had a customer come in who wanted me to make a bouquet of yellow flowers. She had met with a pet medium and her deceased dog communicated that he wanted her to have a yellow bouquet. And I got to make that happen for her! I realized I got to offer beauty and art to some of life’s most vulnerable moments- life’s highest of highs and the lowest of lows. Weddings. Celebrations of life. Proposals. Flowers were an avenue to connect loved ones, curate joy, and express emotions. They weren’t just superfluous indulgences. They actually actually meant a whole lot.

So when I started my own business a year ago, I knew I wanted to approach everything with that attitude. Yes, this is a job and it’s a lot of hard work, but it is also an HONOR to be let into these vulnerable spaces with people. I pour so much love into my arrangements. I recently got to send flowers on Valentine’s Day to a woman whose husband had passed away last year. Before he died, he made his daughter promise to send her mom flowers from him on Valentine’s Day. The card message read: I love you, honey. Even with me passing, I still think of you.

I cried writing that card and making that arrangement. I could feel how much weight those little stems were carrying. So, yes, I get to work with pretty things- but my underlying values are connection, beauty, joy etc.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Some of this I answered in the previous question:

I get excited to work with color and really unique flowers. I was trained in California, but moved back to my home town of Cary, NC a few years ago where I eventually started this business. I knew I was not going to be a red roses, baby’s breath sort of florist. Those don’t speak to me. Many florists in the area are unfortunately stuck in the 80s and 90s with their arrangements. I wanted to bring some vibrancy to people. I want them to do a double take and say “woah!” or “I’ve never seen that flower before!” I want to add some playfulness and color to their world for a bit, because can’t we all use some of that?

I am most proud of trusting myself and creating arrangements that make me happy. I am so passionate about flowers and want my creations to ooze that passion. I do a little bit of everything- weddings, local deliveries, flower workshops, and events! I would LOVE to get into more photo shoots and editorial work.

I love sourcing wild and interesting flowers that fit a theme or vision. I worked on a Lego photoshoot last year so my colors were very primary and I used funky shaped flowers.

Any insights you can share with us about how you built up your social media presence?

I don’t have a huge following on social media, but I have gotten a ton of business from Instagram in particular.

I follow some general principals online: show my face, try to convey my passion and expertise, and interact. It is also important to me that my page is a place to share everything I am FOR. In my personal life, I have lots of strong opinions and beliefs, but I want people to come to my page for respite- to see beautiful things that inspire and excite them. One time I posted about the internal dilemma I face about sharing real things and just pretty flowers. One of my followers responded “Just keep sharing flowers. They make us happy.” I loved the simplicity of that.

Social media gurus too say people want to buy from someone they know and like, not just a robot. So I definitely try to be ME on my page- with pictures of myself and captions in my own language.

I also try to connect a lot with other small business owners, followers etc. I want to be a positive presence online. Someone who cheers people on, comments on their dog pictures, etc.

Lastly, the former teacher in me loves sharing knowledge so I give lots of flower tips and tricks. People love free things!

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Honestly, the best thing I have done for myself is to be in community with other entrepreneurs. I’ve been lucky enough to work out of a space that houses other small businesses and have gotten some of the best advice and inspiration just by working alongside them. We bounce ideas off of each other, commiserate, etc. I ask them a million questions about their own story or journey from A to B. I am an observer and listener and model a lot of what I do after them. They cheer me on and “get it” in a way that only business owners do. So my suggestion is make some entrepreneur friends!

Contact Info:

• Website: www.goldenflorashop.com
• Instagram: goldenflorashop
• Facebook: goldenflorashop

Image Credits
Five Freedoms Photography Alyssa Hope Photography The Jensen Collective Chara Densmore Photography