Interested in starting your own entrepreneurial journey in floristry but unsure what to expect? Then read up on our interview with Grace Goble, founder of Floral Theory Inc., located in London, Ontario, Canada.
What's your business, and who are your customers?
Floral Theory was established in 2018 as an artisanal flower shop focusing on growing cut flowers and creating beautiful floral pieces. After I graduated from University, I wondered what I should do for the rest of my life. What started as a few tomato and sunflower plants has blossomed into a business where I can create beauty that everyone can enjoy.
Flowers are the perfect gift for any occasion that brings a smile to someone’s face. They are purchased for all the highs and lows that life brings. Flowers bring us together. They help remind us that we are not alone and that someone cares. The flowers used in the store are sourced locally as much as possible, bringing in imported flowers when needed. I even grow cut flowers in my backyard that are then sold in the store.
Nurturing seeds into flowering plants that tower over me is such a satisfying feat. There is nothing as humbling as getting down on your knees in the dirt and digging, watering, and pruning. Floral Theory is so much more than a store. It is a lifestyle that I have come to love.
Tell us about yourself
I come from a long line of entrepreneurs. Both of my grandfathers started their own businesses, one in the automotive sector and the other a hotelier. Both of my parents are also entrepreneurs. You could say it runs in my blood. As a child, I would dream of a retail store where I sold products that I personally love and use. I really couldn't see myself doing anything else as a career.
The perfect location came available shortly after I graduated with a business degree. I knew it was a sign to go for my dreams. A few years prior, I fell in love with gardening and houseplants. I turned my hobby into my career. I would love to share more beauty in the world through flowers and encourage others to chase their dreams.
What's your biggest accomplishment as a business owner?
My biggest accomplishment as a business owner is to have survived the COVID-19 pandemic. When non-essential businesses were forced to go on lockdown numerous times, I had to get creative and come up with new ways to engage with customers.
I hosted online plant auctions, offered free delivery and curb-side pickup, and developed my website offerings further. I had to become more innovative in the way I sold my products.
What's one of the hardest things that come with being a business owner?
Being a business owner comes with its challenges. One of which is not to become fully immersed in what you do. I would find myself working around the clock, emailing customers and sales reps, creating floral quotes for weddings, working on the website, ordering products, you name it. I wouldn't allow any time for the things that I love to do, which leads to burnout.
I am learning to give myself the time I need to rest and to do things that I love to do. There are still nights where I'm burning the midnight oil, but I do my best to limit those.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
I would give someone looking to start a business three tips: patience, perseverance, and starting small. You can always grow as time goes on.
Where can people find you and your business?
Website: https://www.floraltheoryinc.com/
Instagram: https://www.instagram.com/floraltheoryinc/
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.
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