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

Nadine, appreciate you joining us today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

Hello! My name is Nadine and I am the owner and founder of Lancaster Flower Company. I started my company when I was 20 and have successfully weathered the business through 11 years! Profitability in the floral industry is something that not many think about, as we see all kinds of flower shops “thriving” since before our grandparents were born! There are a few challenges in floral profitability that many folks do not consider or are even aware of!
Here are just a few…
Consider working with a product that is cut from it’s life source and you need to make it look perfect for over 2 weeks or the person who bought it won’t be happy. It’s a toughie sometimes! Having to sell a perishable product puts the stakes for profit through the roof! Anyone in the food industry will understand! We need to get perishable product in and if it does not sell, we are completely 100% out that money. You can’t throw some glitter on it and make it come alive again! The perishability can make profitability a challenge.
Consider living in an area of the world that encourages gardening. Whether it’s an amish garden or an “english” garden, I run a business in a very hands-on area! Because of this, people will drive down a side road and be able to stop at a roadside stand and buy a big bouquet of flowers for $10. While there is NOTHING wrong with this, and I have even been known to stop at a stand occasionally! … it inadvertently teaches consumers that florists are pricing in enormous percentages. Please know, there is a standard formula for floral pricing! Whether it’s for a wedding or for a random arrangement for your kitchen. Someone gardening for fun or a little side cash is not going to price using professional formulas, nor do they have certain overheads, taxes, etc.
Another profitability challenge is the simple law of supply and demand! If you take anything away from this article, please take this… the law of supply and demand DOES include the floral industry! During Valentine’s Day is a perfect example of this. The farmers across the world know that Valentine’s is coming, and during that month the flower that is normally sold for $1, is now selling for $2.50. How is this okay? Supply and demand. So what do florists do? We have to raise our prices! We do not make more profit percentages during Valentine’s Day! We don’t, I promise! In fact, my company tries to meet in the middle! We try to make a little less profit per sale so that price jump isn’t as devastating to our consumers! If you see me driving something other than my 13 year old minivan after a Valentine’s season, you can call my bluff. But I promise I’m not bluffing ;)

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

When I started my floral company at the age of 20, I was a college dropout and had no floral schooling. I started in the wedding industry completely randomly when a friend asked me to do her flowers because I was “artsy”. I said I would try, and it organically grew from there! We now do an average of 150 weddings and corporate events yearly. A few years after we started large event florals, we created a balloon division, called Lancaster Balloon Company. We do helium and air-filled balloons. Anything from large installments to organic balloon garlands, to anything you could imagine for balloons! On September 1, 2023 we opened our first brick and mortar flower shop in the center of Lititz, PA. In our shop, we have anything from flowers to tons of plants, to plant care, and other fun gifty items as well!
We like using new techniques, new styles, more modern shapes and aesthetics in our work. We truly want to make each event or experience for each customer to be efficient, easy, and genuine. We really do want the best for you, and it fills our hearts to the brim when we see your reaction!

What do you think helped you build your reputation within your market?

Thinking about what our reputation might be in our market, we can only hope it’s all good things!
In my opinion, reputation is a result of your actions. If you are a hard worker, keep your head down and do your absolute best for your clients, it’s going to show. An attitude of gentle confidence is key. Whether it is dealing with your clients or other vendors in an event setting, or dealing with consumers in a retail setting, they are looking to you because you are the professional! So have confidence in your work and policies but have the gentleness that allows learning and growth and knowing when you were wrong!

Can you tell us about a time you’ve had to pivot?

Pivoting in business is, I think, one of the most essential healthy business practices you can learn to embrace! During the worldwide pandemic in 2020, we had to pivot our business completely. At the time, we were solely doing weddings and corporate events, and it was quite literally illegal to gather in groups bigger than a certain number! How did we pivot? A few ways actually! We were an in-home private studio and we started contactless flower arrangement pickup. We would put out an order call on social media and would have people who wanted an arrangement that week and we would make them and set up an area on the porch for pickups! It was amazing to see the community rallying around and trying to support the business when and how they could! Another way we pivoted during that time was biting the bullet and getting a part time job. Going from working for yourself to answering to a boss can be so difficult, but when your company is your passion, you do whatever it takes to make it survive the tough times!

Contact Info:

• Website: https://www.lancasterflowerco.com
• Instagram: @lancasterflowerco @lancasterballoonco @lancasterflowershop
• Facebook: https://facebook.com/lancasterflowerco
• Linkedin: facebook.com/lancasterflowerco
• Other: Tiktok: @lancasterflowercompany
  lemon8: @lancasterflowercompany

Image Credits

Megan Hoffer Photography
Sarah Hall Photography
Golden Co Photography
Alyssa Bunton Photography
One Thirty Nine Photography
Perigee Photo Co.
Lauren E Bliss Photography