Flowers in the 'HOOD

Interested in starting your own entrepreneurial journey in floristry but unsure what to expect? Then read up on our interview with Lauren Pincente, owner of Wildhood, located in Toronto, ON, Canada.

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

We are a small women-run plant and flower shop located in Toronto's Junction neighbourhood, delivering across Toronto and the GTA. We sell locally-made and locally-grown products from a majority of women makers. Our customers are flower and plant lovers and gifting addicts who love to share in the joy of giving locally-made and grown items. We're like a small town shop where we know everybody's names and exactly what kind of flowers they like in their bouquets.

Tell us about yourself

I have a background in film marketing, and I got laid off. I cried for about two seconds in front of the office and then couldn't stop thinking, "I'm free!" I took six weeks, found a spot, signed a lease, and worked on the small business I had been plotting and planning for over the last year. One month later, I was open, and we've now been in the Junction for over five years. I'm exhausted by the end of each week, but the thing that motivates me to start every Tuesday morning again is seeing the gorgeous flowers at the wholesalers. Picking the flowers and getting to be creative every day is the most fulfilling part of the job and was what I missed when I worked a 9-5 job.

The neighbourhood has been so supportive, especially throughout the pandemic, and it's so nice to be around like-minded people who love flowers as much as I do. Customers really root me on; even on my worst days, when I'm so exhausted, they'll tell me, "I can't imagine the Junction without Wildhood," so that keeps me going on the tough days.

What's your biggest accomplishment as a business owner?

I'm not going to lie - hitting those sales goals. 2021 was our best year ever, and the end-of-year sales numbers blew my mind. I couldn't believe I did that! We hit a number that has been in my mind since opening, and we did with one full-timer and one part-timer in a 300-square-foot shop. It felt unbelievable, especially during a time when so many businesses were struggling, which I think says a lot about our customers. It felt like all the hard work had finally paid off.

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

I thought I was ready to work hard, and I had to work even harder than that. Before the shop, I was a big traveler, and I haven't been able to take much time off, which I miss a lot, but consistency is key to operating a successful small business, and all that responsibility falls on me. If someone can't work, I have to be in the store. If a customer isn't home when the delivery driver arrives, I have to re-attempt the delivery after work. You have a responsibility to customers because they are trusting you with some pretty big life moments, and customer service is the hardest and most important part of the job.

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

You have to really want to do it and if you want to, just go for it. There are always things that will make it difficult, and it's easy to talk yourself out of it. Don't try to know everything before you start because if you knew everything, you'd probably never take the risk. Know what you want to offer and stick with it. Customers will ask for things that aren't your brand; people will always make suggestions like they're the first to do so. Know what you want to sell and if you're happy with it, stick with it. Your customers will find you. You can't be everything for everyone.

Apply for all the grants! I can't speak highly enough of the City of Toronto's grant initiatives. I've received two and a few others from private companies supporting small business in the pandemic, and they're amazing resources for making big moves like purchasing new sales systems, launching e-commerce, or buying essential fixtures to run your business. So many business owners don't think they have the time for grant applications, but the city makes it super easy. Your local BIA is a good resource for finding out what grants may work for you.

Where can people find you and your business?

Website: https://wildhoodto.com/
Facebook: https://www.facebook.com/profile.php?id=100063478450270
Instagram: https://www.instagram.com/wildhoodto/

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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