Alright – so today we’ve got the honor of introducing you to Elisha Smith. We think you’ll enjoy our conversation, we’ve shared it below.
Elisha, looking forward to hearing all of your stories today. Some of the most interesting parts of our journey emerge from areas where we believe something that most people in our industry do not – do you have something like that?
When it comes to the floral industry, I truly believe accessibility and the customer experience is key! There has been an enormous shift in consumer spending since Covid and in the years that have followed. As a small business owner, it can be difficult to navigate and predict sales trends for the future; however, one thing the next generation of customers seem to have in common is the need for the “experience,” and creating a custom immersion with the products sold may be the answer to carrying sales through what may be a shifting spending period, especially for brick and mortar shops.
As one of the largest generations begins to retire and moves out of the workforce, a new generation of consumers and clients is emerging and based on the data I have reviewed, it seems that while the prior generation was most concerned about the actual product, the next generation is all about the experience surrounding the product. What does that mean for me as a flower shop owner? A lot!
When my partner and I decided to open House of Petals Flower Co, the first thing I wanted was something different than what other flower shops were delivering. Unlike the generation before (who purchased for the actual product itself,) I wanted the experience of shopping for flowers to transcend from the florist to the actual customer while still providing a superior high quality product that would far outlast typical grocery store flowers. Flowers create a beautiful experience! I felt customers were going to really get something out of hand selecting blooms, smelling them, touching them and enjoying that custom experience. Other floral shops are not like this. Typically, you walk in as the customer and everything is behind a desk or in a cooler meant for staff only. The customer doesn’t touch the flowers. Often, you speak to someone at the front desk and explain what you are looking for and they decide what to make or offer you designs from a pre-set menu that is usually linked to national wire services. (More on that later in the article!)
We do offer a traditional service at House of Petals too! If you are in a rush or perhaps aren’t feeling creative at the moment, our designers are pros at creating a custom arrangement for your special occasion quickly and effectively, but in addition to the traditional floral shop model, we offer the experience! Come into our cooler! Choose your own stems! Smell and feel and immerse yourself in this experience! We are a fast moving society. The pleasure of flowers is a welcomed joy to most of our customers and we encourage them to choose their own vase and let the creative process move them to create not only a beautiful gift for their recipient (or themselves!) but also gives them a personalization factor. “I made this arrangement just for you!” It makes it special.
I also found myself bored with the available gift options at most florists. The tell-tale signs of an industry that hasn’t changed much since the 1980s? Shiny balloons, stuffed animals and boxed candy-all fine and good, but it wasn’t something I was interested in purchasing. I want gift items that are hand selected and unique. I want a greeting card with embossed lettering and a message that isn’t quite so generic. I want candles in beautiful vessels with luxury scents and I want to choose vases and vessels that aren’t the old glass urn we have all seen at every garage sale. I also want to support local-a mission near and dear to my heart. At House of Petals, we carry an array of lines from local women artists and entrepreneurs. Jewelry, stationary, stained glass pieces, home goods and more are just some of the lines we stock. These aren’t things you can find at any old big box store. Again, “a special experience” is our mission.
Another floral industry stand that we do not participate in is wire services. What is a wire service? Also known as a flower relay service, a wire service company is established primarily to facilitate order exchange and fulfillment between local florists and/or third-party sales agents of floral products. What does all that mean? It means when you order from wire services (Teleflora, 1-800 Flowers, FTD, etc), that company is a third party in the transaction between you and the florist and takes fees, often quite hefty, to get that order to the florist. The wire service also decides the type and style of florals the flower shop will carry and offer. They also set the prices and that is where it gets tricky. If the customer pays $100 for a floral arrangement on a wire service website, the order is then sent to a local florist in that area. The customer assumes they are getting a $100 arrangement but the florist will receive, on average, less than $65 for that arrangement. This is why you won’t see many high end or luxury stems in wire service orders. The florist just can’t make the math work.
We do not participate in any wire services. We want to get to know our customers personally. We pride ourselves on carrying updated and relevant flower arrangement designs and we want to have the creative freedom to let our floral design experience shine. A recipe book with a bunch of pre-made options is not conducive to our business model. Is a direct to consumer approach as fast growing as taking on a bunch of wire service orders? No, but I have always believed that hard work in the beginning leads to the easy road later and likewise, an easy road in the beginning will lead to a hard road later. In the case of wire services, we would not only compromise our brands design, but we would make significantly less profit and have to work much harder.
As the floral industry changes, I am very excited to see how consumers respond. Education and change can be difficult in any industry but we plan on moving forward in the direction we know to be fresh and visually moving.
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 first became involved with plants and flowers through my herbalism education. Herbalism is the study or practice of the medicinal and therapeutic use of plants as a form of alternative medicine. From there, after understanding the science of the plants, I looked to the aesthetic beauty. I am very passionate about gardening, which can be challenging in our Florida climate, and then eventually grew an interest in floral design.
My dear friend Kaleigh was currently operating a mobile floral business, Petals on Pedals, an adorable trike and cart that provided florals as a build your own bouquet experience at markets and private events. Our interest in flowers was mutual and we decided to open a storefront. We chose the name, House of Petals, because it mimicked the cart name and like a design house, indicated that florals are an art!
Our brand is a modern yet whimsical aesthetic. We take great pride in choosing unique and interesting florals that you may not have seen before. Our point of difference is noticeable in every way when compared to traditional floral arrangements and we want our customers to see our arrangements and know it is a House of Petals floral creation.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
The biggest lesson I have had to unlearn (and am still working on) is that it isn’t just about the sale. The “hustle” mentality of our culture pushes that no matter what, get the sale. It is an ingrained habit that I have learned from my first days of work in a retail clothing store, to my days as a hair and makeup artist, a boutique owner and as a realtor. I was taught by former bosses, co-workers, motivational speakers and many others that if you don’t get the sale, you failed. The sale was more important than even being profitable! I know-its crazy!
As a florist we get asked for discounted and free product so often I can’t keep track. We get asked to do designs that are not in line with our aesthetic or branding. We get asked to give wholesale flower pricing to everyday consumers. We get asked to discount floral installations that would exceed $5000 in the real world. It is wild! This time around I am saying NO. The power of NO is that by using the word and sticking to the integrity and vision of your brand, you will attract what it is you are desiring (and it is not customers asking for discounted products!). You are more likely to be profitable and less likely to find yourself working for free. Some days (especially in the slow summer months) I find myself questioning this new thought process but I know that unlearning ‘get the sale no matter what” mentality is the right direction for me personally and for the business.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
We have so much access to information but there are two books that are my constant go-tos in my entrepreneurial journey. Both published in 1997, they still have such relevant information. The first is Rich Dad Poor Dad by Robert Kiyosaki. While some of the advice provided is no longer viable, the majority is time tested. Robert’s system to grow wealth isn’t flashy or some secret that can only be uncovered by spending a ridiculous amount on his coaching or workshops. It isn’t even super exciting. It is, however, a realistic approach to creating a path to wealth that allows for the freedom of time. Robert’s financial journey gave way to enough passive income where he could choose to go to work…or not. It is my belief that this is the greatest indicator of wealth and is my personal goal as well. Developing assets, over liabilities and knowing the difference between the two is one of my principals.
The other book is The Four Agreements by Don Miguel Ruiz. More of a philosophy, the book has four “mantras” to live your life. The mantras can be used professionally and personally and one of the agreements, “Do not take anything personally” has served me extremely well. I won’t do the book justice to try and explain but I highly recommend reading it.
Contact Info:
- Website: https://houseofpetalsflowerco.com
- Instagram: @houseofpetalsflowerco
- Facebook: https://www.facebook.com/houseofpetalsflowerco
