Interested in starting your own entrepreneurial journey in floristry but unsure what to expect? Then read up on our interview with Lavina Cocchio, owner of Blackberry Stone Floral Design Studio, located in Hamilton, ON, Canada.

What's your business, and who are your customers?

My business, Blackberry Stone Floral Design Studio, is based in Hamilton, ON, and focuses on creating custom floral designs for weddings and events throughout Southern Ontario. I also offer holiday, subscription, and special occasion bouquets and arrangements for local customers.

Many of my customers are engaged couples who are working with a florist for the first time ever - so part of my job is to walk them through the process of what to expect when ordering wedding flowers and offer suggestions. I love the process of bringing a floral design fully to life and also working with couples that have a unique vision and/or are open to creative suggestions.

My local customers are flowers lovers, or more often, family/friends of flower lovers! Many of my bouquets, especially subscriptions, are ordered for birthdays/anniversaries/Mother's Day by family/friends of the recipient.

Tell us about yourself

I first happened into floristry while in university, and I got a part-time job in the floral department of a grocery store. Being a florist wasn't a career I had ever really considered before that, but I found the creative side of the job really meshed with me. I took some time after graduating from university to travel, moved to the UK for two years, and worked as a florist in a couple of different flower shops in different cities as I traveled. I learned A LOT from these experiences and would consider the time I spent working and learning in the UK the experience that has influenced my current floral design style the most. When I returned to Hamilton, I worked at a local florist before beginning my own studio in 2020. I knew that the main focus of my studio would be on creating custom wedding and event florals, as that had grown to be my favourite aspect of floral design and the one I found the most rewarding. Growing my own small cut flower garden, and using these blooms as often as I can in my designs, is a continued passion project.

What continues to motivate me is the love I have for creative, tactile work. I look forward to every design I create. The possibility of what I will get to create in the future keeps me excited and looking forward to what each new year in my business with bring.

What's your biggest accomplishment as a business owner?

When new wedding clients seek me out to specifically work with me, based on my floral style and/or being referred by happy former clients. Being able to create a sustainable, full-time income for myself while continuing to be creative and do what I enjoy has personally been my biggest accomplishment.

What's one of the hardest things that come with being a business owner?

One of the most important things to get comfortable with, and can be challenging, is that you are now responsible for making all business decisions and for the ongoing growth/direction of your business. This can be difficult at times when you feel creatively drained or just not up to promotion or creating new ideas. In my experience, taking time for balance in your life (having set working/off hours and days and taking extra days off when you need/are able to) has been the best way to combat this before becoming overwhelmed.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Gain experience in the industry - for me, a very valuable experience was working as a florist in a number of different shops before starting my own business. I learned so much about how I wanted to run my own business, and a lot of that came from learning what I did not want to do. Every company will have its own way of doing things, and working in these different environments is a great way to learn before honing in on your own skills and vision.
  2. Take what you have learned and do it better - don't feel you have to follow the lead of anyone else that has done it before you, follow some prescribed social media plan, or do anything in your business just because "that's how it's always been done." This is your business, don't be afraid to do it your own way. Not all of your ideas may be successful, but each will lead to learning and growth, and possibly even a new opportunity that you wouldn't have thought of otherwise. Continue to be creative, grow, and always be improving.
  3. Connect with other small business owners - not just a great way to reach more potential customers, but fellow small business owners will become the closest thing you have to "co-workers" in the sense that they will have similar experiences and struggles to you. Even if the product/service their business offers is unrelated to yours, many of the experiences of a small business owner are universal.

Is there anything else you'd like to share?

It's ok to start small and grow at your own pace. Spend time growing your business in a way that will be sustainable (mentally, not just financially) for yourself. Know what motivates you - could be creative freedom, financial freedom, making your own schedule - and work towards achieving that. Your values and lifestyle goals won't be the same as everyone else's, so don't measure your success against benchmarks that don't make sense to you.

Where can people find you and your business?

Website: https://www.blackberrystonefloraldesigns.com/
Facebook: https://www.facebook.com/blackberrystonefloraldesignstudio
Instagram: https://www.instagram.com/blackberrystone_florals/

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.