Which rather begs the question


of why Emma keeps the business shop-based, when so much of the trade is being done remotely or via networking. It helps that she currently


– she has made it onto the recommended lists of a number of local restaurants and venues. Overall, this slow, steady and


careful approach to building the business, and making it run more efficiently, has resulted in increased profit margins over the past year. The location of her shop, on


the edge of the town centre, has its pros and cons: there isn’t much passing footfall, but it is possible to park on the street, so customers can easily pick up and go. The shop is also surrounded by other small independent


businesses, and together they have formed a mutual support network, recommending and promoting each other and their historic bit of the town. But as lovely as Emma’s shop


might be, the reality is that a massive 70% of her orders are generated on the phone, from customers who rarely visit in person. Which is why she is currently in


the process of having her website re-built, since it is literally her main shop window. Once the new site is up and running, her next business investment will be to introduce e-commerce.


“The logo for me was crucial, and once I’d worked with a designer on that, it was a case of using it as the base on which to build a strong, high quality brand”


lives over the shop and owns the building, but she admits: “I would never rule out a move because you never remain the same business as when you started – or at least, shouldn’t! “But I would definitely stay in


Monmouth because I’ve put a lot into developing the business here, and I do love it”. She admits that her parents


were initially worried about her going into retailing at a time when they saw the high street as being in slow decline. “I think they were probably


afraid for me – but they knew I was resolute” says Emma. “They’re now quite proud


of what I’ve done. My mum certainly says she would have loved to have had the kind of shop and done the kind of floristry I’ve been able to”.


F&wb Spring 2013 95


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