Labor of passion - HeartBee Flowers

Interested in starting your own entrepreneurial journey in floristry, but not sure what to expect? Then check out our interview with the florist, Julia McKelvey, owner of HeartBee Flowers, in lovely Winchester, Hampshire, UK.

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

I stumbled into floristry almost by accident... I've had a very messy approach to what I wanted to do in life! Initially, I knew I wanted to be a photographer, so I studied that for a while at school and did well in my A-levels and work placements. Then I did a BA in film and television and tried my hand at documentary film-making. After that, I thought I would become a primary school teacher because I loved working with children and did a PGCE. I worked in Germany for two years teaching and then one year back in England.

I quickly realized, though, that the education system here was not for me, and it wasn't for me! For a while, I did supply teaching and ran my own art business on the side - mostly printmaking and embroidery. I have always loved being creative and making art of all kinds... It wasn't until I moved to Banff, Canada, that I even considered floristry. It was always just something that I thought I would get to one day - like that tattoo apprenticeship or cake decorating course! (which I still really want to do at some point...) But it seemed abstract and not something "real" for me to do with my life! Bonkers when I think about it now! In Banff, there is a "need to reside" law. Because it's such a small town and in a national park, you aren't allowed to live there until you need to - i.e., work.

My partner got a job as a snowboard instructor there, and I went with him because I've always loved traveling and living in different places. However, it would not have been easy to continue teaching there. (And by this point, I was much more invested in following an artistic career anyway). I stumbled upon a flower shop in a random little mall in Banff one day and suddenly thought it may be a viable option. But it wasn't until a few months later - when I quit that florist and started working at another one in the mall opposite, that I realized I could do this!! Christine, the owner, and my mentor trained me, and over the next year and a half, I learned to make arrangements of all shapes and sizes and for all occasions. I was fortunate to work in Banff. Because it is such a tourist hotspot, there were more tourists than residents in town at any given time and a constant supply of destination weddings, events, and hotel deliveries to do. We also made colossal hotel lobby pieces and delivered those to 14 different hotels in town every week.

It was challenging and fascinating work. Constantly changing and so artistically challenging. I came home every day absolutely exhausted but unbelievably happy. I worked with amazing people who all had different floral skills and styles, and learning from each other and working together was so enriching. I took a few online classes and signed up for online workshops, which opened up even more possibilities and inspired me hugely. Unfortunately, due to COVID, my time there was cut short. But after catching the last flight out of Calgary and moving our lives back to the UK, I knew there was nothing else I would instead do in life other than be a florist! I had found my vocation. The one job that completely fulfilled me!

I tried finding a shopfront in Winchester to open my flower shop but quickly realized that it was a wholly unaffordable and unrealistic option... And thus, my little flower studio shed in the garden was born! Built by my partner and painted and tiled by me. The sink and tap were from the Facebook marketplace (for a total of £20), and the unit they sit-in was an old TV unit left in our house by the previous owners. The tiles used to be old bathroom tiles, which I cut into quarters, sanded down, and then squished into place and grouted using green grout! We built every part of the shed - from the kraft paper cutter to the storage boxes - or bought second-hand off Facebook marketplace - like the buckets and bucket holder - and the space couldn't be more perfect. I love it to pieces, and it's the place where HeartBee Flowers was born!

HeartBee Flowers is run online, and orders are fulfilled solely by me from my little garden shed. My partner (a web developer and a snowboarder) built my website, and again, I love it! There's nothing better than having an order come in, being able to create a beautiful flower arrangement, and then spreading joy and comfort with it. Seeing that joy on people's faces when they open the door is the most thrilling feeling, and I couldn't imagine doing anything else now!

What motivates you each day?

It's a mix. As I said before, getting to be that messenger and spreading joy with my work is a massive motivator. But I'm also intrinsically motivated. Artistically motivated. Every arrangement I make is unique and different. Other than when a client asks for identical buttonholes for a wedding, no two arrangements I make are ever alike. And I love that! I love finding new palettes and flower combinations and shapes and styles. Overall, I would describe my floral style as wild, natural, fun, and colorful, but each arrangement is entirely different. Making something new each time motivates and excites me. I could never get bored!

What's your biggest accomplishment as a business owner?

My first wedding as HeartBee Flowers was for a family friend. Her florist had pulled out shortly before the wedding, and I offered to step in. It was a perfect opportunity to get my name out, get some good pictures of my work, and show what I was capable of. It was a monster of a wedding for one person to do! There were 20 table arrangements, 34 aisle arrangements, a considerable arbor arrangement, six buttonholes, five floral hairpieces, five bridesmaid bouquets, and of course, the bridal bouquet to make. And the bride wanted to go big! I recruited my partner as well as the help of my sister for some of it. There were over 1500 stems of flowers and greens to process, and I worked flat out for five days. The night before, I had 3 hours of sleep (if you can call it to sleep), and the following day I got up at 5 to make the arbor arrangement and the last little bits like the buttonholes and floral hairpieces. I got everything finished in time and burst into tears as soon as I saw the bride and all the bridesmaids with their flowers. It was a moment of sheer pride and utter exhaustion! I'm so glad I did it, but I also know that I won't be able to take on something like that by myself again, if not to save my sanity then also that of my poor partner - who it turns out became quite the florist in that week through sheer necessity!

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

1. Make sure you love what you're doing - totally and utterly. You will have to work very hard at it, so it needs to be worth it to you.
2. Do research and figure out gaps in the market. Make sure you are doing/offering something different.
3. Collaborate with other small businesses in the area - you can help each other grow and support each other.

Where can people find you online?

Website: https://www.heartbeeflowers.com/
Instagram: https://www.instagram.com/heartbeeflowers/

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.