We’re excited to introduce you to the always interesting and insightful Kristin Schaapveld. We hope you’ll enjoy our conversation with Kristin below.

Kristin, thanks for taking the time to share your stories with us today Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

‘All things in due time.’

You know, I’m grateful to be able to reflect back at many chapters of this life and see so much purpose in timing. I am someone that truly believes I’m put in each moment, conversation, chapter of my life on purpose. The preparation personally, faithfully, academically… in all things, is SO purposeful.

Our flower farm was not something we even had a thought of starting until it started. I was at a point in my career in HR where I was feeling really great about my position, impact, role in the company I was working for. I LOVED working where I worked. My kiddos had an amazing daycare provider, husband steadily working his job he’d had for almost 15 years. When our daycare provider gave us the news she was returning to a career in teaching, we were at a loss. We (and the many other families attending care) interviewed with SO MANY providers and were just not feeling content after the interviews. Between a kiddo with medical needs, lack of time at home (we recently purchased our current property that needed a lot of work), and that ‘feeling like I’m where I’m supposed to be’ was dwindling. We spent a lot of time in prayer, and eventually decided I’d stay home and open a farm-based daycare. We called it the Learning Farm. Our, and our friends’ kiddos got to experience day-in & day-out life on-farm. We expanded our garden, got chickens and ducks, and spent most of our days outside. This was in 2021. As time went by, we started growing more flowers in addition to the food crops, sending jars of flowers home with our daycare kiddos.
The most impactful memory I have is a conversation after care one day with my former boss, whom I was now providing daycare for. She knew my brain was always ‘on,’ always spinning. She asked my why I’m not selling all these flowers we were growing. After digging my heels in a bit, I decided to go for it and try out our local farmer’s market. After selling out, I decided to go back, and the more I went back the more I wanted to learn. I nose-dove into this world of cut flowers, learning what and how to grow, growing and harvesting methods, arranging, selling to florists, and all the different business types you can have around growing specialty cut flowers. I was then quite literally hooked.
As I look back, I know without a doubt that if someone told me earlier that I should start a flower farm, I would have laughed. I would have so many reasons, excuses, and beliefs that would stop me from doing it. Not only that, but I wouldn’t have the experiences and knowledge gained from the workforce propelling me forward, nor would the timing align with the needs of my family.
I also know, that if I had continued daycare full time, and not explored this flower farming world, or returned to a traditional workplace, my mindset would not likely ever be to start my own business running a flower farm!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Our flower farm started by selling flowers at our local farmer’s market and quickly grew into so much more. Now, a few seasons in we run a 75+ member bouquet club, wedding & event florals, creative workshops, floral preservation, on-farm shopping, and mobile bouquet bar. I like to brand myself as a flower-farmer/florist AND creative. Flowers are really just another creative medium with thousands of beautiful applications!
In my element, I’m designing florals, wrapping bouquets or painting, however being able to grow your own flowers, the really cool ones, is also something I love to share! There are so many varieties we can grow in our climate that are simply WOW-worthy!
In-season, we’re known for our floral workshops where customers can come out to learn about all the varieties we grow, harvest the blooms they love, and design lovely arrangements with me. This creative experience has expanded to eco-printing, wreath-making and painting workshops. We’re really a creative escape from the day-to-day ‘norm’ of life.

How did you build your audience on social media?

Social media is a tricky one! The algorithm seems to change right when you feel like you’ve got a hold of it, and it feels like there’s and endless amount to learn about this ‘necessary’ tool to stay relevant in our day.
Honestly, I think it’s encouraging to know that I didn’t have any social medial before I started the flower farm. My takeaways this far in, would be to follow accounts of canva experts and creative coaches. @the.creative.bodega and @_themarketingclub the first ones that come to mind. There’s SO MUCH you can learn from these experts, for FREE!! Another massive takeaway from my first years in business, is the massive impact of partnering with other businesses. Partnering on a workshop, giveaway, or fun event not only gives edification to your business’ reputation, but increases your customer base, and brings your brand in front of potential new customers as well.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I think the biggest ‘unlearn’ for me was that I didn’t have to know it ALL before starting. Infact, I feel like customers, friends, other businesses respect you so much more when you’re transparent in not knowing the answer. Not knowing and being transparent will gain you so much more respect than making something up.

Contact Info:

• Website: https://www.wheretheflowersarefarm.com/
• Instagram: https://www.instagram.com/wheretheflowersarefarm/
• Facebook: https://www.facebook.com/wheretheflowersarefarm/

Image Credits

Jordan Lloyd Photography
Shyanne Rusher Art
Gailyn Hill Photography
Aaryn Mae Exposures