From public relation to floristry

Interested in starting your own entrepreneurial journey in floristry, but not sure what to expect? Then check out our interview with the florist, Sarah Bartram, owner of Hope & Flora, in lovely Cheshire, United Kingdom.

Tell us about yourself and your journey to where you are today...

Hello, I’m Sarah. I’m a marketing professional turned florist. I spent twelve years working in PR agencies in Leeds, London as well as in Australia, always being drawn to working with creatives in all sectors - from architects to advertising firms. Stints at the Natural History Museum, the V&A, and Wild in Art, really cemented my appreciation for design and the natural world. Downtime consisted of tending to the garden and being outside as much as possible. I’m fortunate to now live in the beautiful Cheshire countryside on the edge of the Peak District National Park.

Fertility struggles and baby loss made me reevaluate my working life. At the start of 2020, I quit my full-time job. It was an opportunity to nurture my creativity and pour my energy into reconnecting with my favorite things as a child and now as a thirty-something - nature, color, and design. Business skills I had learned along the way came in handy as I set up my business, Hope & Flora. What started as a platform to share designs, evolved into an online shop. Never in my wildest dreams did I imagine that within six months, it would lead to collaborations with local businesses and floral design work for weddings and events.

What motivates you each day?

The floristry industry is full of people so generous with their time and knowledge. Every day is an opportunity to learn and create. Like most people, the climate crisis plays on my mind and therefore sustainable floristry is a priority. Creating beauty that’s kind to nature is a real driving force and motivator. Every choice made now matters, so I hope to inspire and empower people to be more eco-conscious when shopping for flowers, whether it’s for their kitchen table or wedding.

What makes your flower business stand out?

Hope & Flora is an independent wedding and events florist, specializing in natural and bespoke floral design that’s kind to nature. I use naturally seasonal and locally-grown flowers as much as possible, reducing carbon emissions caused by imported blooms. Helping our planet as much as I can, I also use environmentally sensitive materials and methods. I’m not formally trained in floristry; I trust my instincts and eye to help bring nature's beauty into events, homes, and businesses.

The natural floral design captures a fleeting moment in time and by using truly seasonal flowers and as many local and British-grown flowers as possible, every arrangement, bouquet, and the buttonhole is full of detail, color, scent, and a sense of place. For those seeking personal service and beautiful flowers, while supporting an ethical, female-led business, I offer fresh flower bouquet subscriptions as well as one-off arrangements for delivery in Cheshire, which are perfect as gifts. For loved ones further afield, dried flower bouquets and wreaths can be posted nationwide within the UK.

What are your top 3 tips that you'd give to anyone looking to launch, run and grow a business today?

Resilience. Show up every day with a purpose. Remember to reach out and build your networks, surrounding yourself with positive, curious, and thoughtful folk. As much as it is exhilarating, it can sometimes feel lonely making and doing and running a business yourself. Harness community over competition.

Patience. It’s a squiggly journey setting up and running a business and, like life, it can get messy and complicated. So keep your vision and mission in mind and refer back to them when opportunities arise. However, one of the beauties of entrepreneurship is flexibility. And make time to write that business plan…otherwise, it’s just an expensive hobby. Plan, Review, Do and Repeat.

Self-promotion. Surprisingly, for someone who worked promoting others, I dislike promoting myself. I much prefer being behind the camera than in front of it! Show don’t tell doesn’t work in the age of the Instagram algorithm that wants us to dance for views. However, I try to avoid falling into the comparison trap - I have to remember that follower count doesn’t define me. I aim for a space that lets the flowers do the talking, to attract a loyal community who share my love for creating beauty that is kind to nature, reflects the seasons, and celebrates provenance.

Where can people find you online?

Website: https://www.hopeandflora.co.uk/
Facebook: https://www.facebook.com/hopeandflorastyle
Instagram: https://www.instagram.com/hopeandflorastyle/

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 us out and learn how you can turn "one day" into day one.