| Way back in 1941, the great novelist George Orwell, in one attempt to pin down the English character, said: “It is worth noting a minor English trait which is extremely well marked though not often commented on, and that is a love of flowers.” Not much has changed. Flowers mark occasions; decorate our rooms; express our feelings. It’s not surprising then, that a florist is one of the most popular choices for those running their own business for the first time. While the traditional, impulse-based trade has been losing ground to the supermarkets for several years, aiming at the quality market – catering for birthdays, weddings and other special events – can still reap rewards.  | | SAY IT WITH FLOWERS | The internet has also been a godsend for many at the top end of floristry, allowing businesses to reach much larger markets than ever before. David Greenfield, owner of Rosanna’s in Watford, has several years’ experience of running a quality florists – and has a few words of caution for those considering entering the trade. “You have to be very, very dedicated, and not be afraid of hard work,” he asserts. “You’ve got to have a goal and keep focusing.” Experience is key “The biggest mistake is not having any experience. It’s quite commonplace for someone to take a flower-arranging course and, on a whim, try to run their own shop.” He adds: “After a couple of years, it’s closed.” The idea of spending days on end concocting flower arrangements might be attractive to many, but after a few months the reality of cold winter mornings and icy vases of water can hit home very hard. So David recommends that people spend at least six months working in a florist before making any serious decisions. When it came to buying a florist, he looked at a number of shops in search of something of a reasonable size. In such a rapidly changing sector, David also looked for a well-established business. “One question to ask is whether you keep the existing name or not. We kept the name and changed the reputation, making it apparent that it was run by different people. We changed everything from the décor upwards – in other words, we changed it from a typical florist to something a bit more upmarket,” he explained. In price, florists typically range from around £18,000 to £100,000 – although some West End businesses can sell for as much as £½m. Actual figures are dependent on reputation and location. The actual cost of starting your venture will be substantially higher than this – stock may be cheap, but you may need to employ staff, or purchase a delivery van. David estimates that you’ll require a cashflow of two or three times the purchase price over the first year. If you’re trying to turn around a flagging name, one thing is of vital importance. “We only employ qualified florists,” David adds. “We ensure they are of the highest quality and standard.” He believes running the business is largely down to common sense and a modicum of hard-headedness – especially when it comes to dealing with suppliers. Unsociable hours “You have to be prepared to look for quality stuff. There are a lot of people supplying, and it’s a cut-throat business. You do have do some searching and not be afraid to stop using a supplier,” he says. Unlike many businesses, the need for new stock can vary dramatically. Obviously, turnover will peak at several points during the year, such as Saint Valentine’s Day or Mother’s Day. Demand, much of the time, will come in the form of weddings and funerals – which occur at erratic times and often demand long or unsociable hours. David reveals: “On one occasion there was apparently quite a big name in the film industry having a funeral on a Saturday, which is unusual. We had orders for tributes from all over the world. We were forced to work late on Friday and very early on Saturday.” Nevertheless, he is adamant that this is the exception rather than the rule, and that the business is mostly a daytime affair with a high ‘feel good factor’. “The fact that nine out of ten recipients appreciate what you do, the fact that you get people ringing you up and saying thank you, sometimes all the family at an event, it really doesn’t get any better than that,” he says. “It makes it all worthwhile.” Flowers might be a serious business, but a little bit of a soft centre might be exactly what you need to succeed.
| 
