We’re excited to introduce you to the always interesting and insightful Mallory Stephens. We hope you’ll enjoy our conversation with Mallory below.
Mallory, looking forward to hearing all of your stories today. Let’s talk about social media – do you manage your own or do you have someone or a company that handles it for you? Why did you make the choice you did?
Social media has been a great way to connect with my clients, and I’ve consistently managed it on my own since the beginning. I think this has helped potential customers get to know me and see a bit of my personality that wouldn’t be so easily captured by a social media team or intern. I may not share consistently or with much rhyme or reason, but I can say it’s at least a genuine reflection of myself and my brand.
Mallory, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My business, Honeycomb Florals, is focused on providing couples throughout Georgia and South Carolina with custom, thoughtful, and whimsically arranged wedding flowers. I started in a traditional flower shop while finishing college, and I had no idea this would end up being my path in life, years later. We are a unique company because of how much care and attention we put into all of our orders. I want to know your favorite flower, the story behind the pendant on your bouquet, what kind of greenery you like because it reminds you of home… you get the idea. Of course our main goal is to bring our clients beautiful flowers and arrangements, but the stories behind them are what keeps our creativity flowing. But don’t worry, we are happy to leave the “mush” out and just bring you some stunning blooms!
Over the last 5 years we have brought wedding flowers from our home base in Augusta to St. Simon’s Island, Dahlonega, Atlanta, Aiken, Columbia, and beyond. It’s been a whirlwind when I look back on it, but I wouldn’t have it any other way.
What’s a lesson you had to unlearn and what’s the backstory?
Wedding florists are just a slightly different breed than traditional brick-and-mortar florists. I primarily focus on wedding flowers, so it’s been a challenge to unlearn some of the flower processing and care techniques from my beginnings in a flower shop. Daily flower orders and deliveries are all about longevity. There are key components to how you process the flower, it’s immediate placement into the cooler, and how you arrange it to show your customer it’s value. For weddings, you don’t want a flower that will be at it’s peak 5 days after the wedding, you want it to be open and fluffy within 2 days of receiving it. My old boss would be dismayed at the sight of my lilies with a trash bag over them to maintain a higher humidity and temperature when they come in closed tightly and I need them to open asap. We order flowers weekly and sometimes you just have to make it work! Style wise, lower centerpieces are the norm with weddings, but if you delivered a low centerpiece to a retail customer, they may not see the same value because of the size disparity. Unlearning or relearning how to work with the same flowers for a different goal has been a constant part of this journey.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
Keeping in touch with clients is one of the best parts of my job! Social media has been a great way to foster this connection. I love seeing their families grow from the wedding, to buying a house or announcing a pregnancy, getting that new tattoo with one of their wedding flowers in it, or starting a new job. The business is more than just me selling flowers. It’s celebrating their milestones and feeling closer and more connected to the world around us.
Contact Info:
- Website: www.honeycombflorals.com
- Instagram: @honeycombflorals
- Facebook: @honeycombflorals
Image Credits
Dailey Alexandra Photography Guillebeau Photo Michael Rizza Photography Soulshine Photo and Video Shelby Stewart Photography