to wean yourself away from relay mentality; you’re not dependent on them but nor are you independent of them – they’re comforting but controlling at the same time. “It took around six to nine
months to re-align my business after leaving but quite honestly it’s like a release… I’m reborn. I was a little lost and out of love with floristry towards the end of my time with Interflora. They had stifled my creativity as I was just busy making the same things over and over again. I had become, if you will, a flower drone! “Now ideas are gushing through
me and I have the time to think them through and tune and tweak them. I’m no longer distracted, I’m now totally focussed.” Janet and Nigel are now feeling
revitalised in mind, body and shop. Janet says the biggest expense was the changing of the canopy, but it was worth it - she’s even advising her fellow local florists to follow suit! “We’re based on a little parade
of shops on the main road that goes through Accrington, so we do have passing trade. Drivers notice the new canopy which has ‘Florist’ written on the side. They’ve even been putting their brakes on and stopping once they’ve seen it!” It’s obviously had an effect on
the bank balance too, as Janet explains her pricing technique which seems to keep customers coming back for more: “Cut flowers off the stand
are now only 15% of my sales. Although this doesn’t mean I can do without a stand full of gorgeous flowers. My stand is an advert of ingredients from which I can create bespoke items for customers to choose from; from modern to traditional or just ‘me having a play’… and boy do they sell! “We aim to ensure our bouquets
are not overpriced, but priced to entice. Why try to sell three designs at a big price point with a profit margin of £7 when you can
It’s simply the best advertising money I’ve spent; a pot of black paint, a stylish new blind and some ‘off plan’ thinking with regard to my window displays.
sell ten of the same design with a profit margin of £4-£5? The till goes ker-ching and the customers come back!” Janet’s old jeans inspired her
to showcase what she does best in a new and unique way. Her floristry skills are no longer being neglected and her personality now shines out of her work. And thanks to her fantastic frontage, it gets noticed!
“We are a quirky, edgy and
different shop. We react quickly to local news, pick up a story and then use our window to link to it. We also use our website to reflect our personalities. We’re fun! Something I’d forgotten about, and now I’m back and it’s exciting again! I’m going to carry on striving for my shop to be exceptional in all that we do.”
F&wb Autumn/Winter 2013 67
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