“I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.” 

The age of the studio florist began with the 2007 recession. Over the last decade, many florists, already struggling with increased competition from the mass market, decided it was time to pull back and begin working from studios or home-based shops. And why not? Low overhead, inventory and labor costs are attractive alternatives.

At the same time, a legion of young designers was inspired by the likes of Holly Heider Chapple to embrace working from their studios. Holly offered a lifestyle version of how to be a floral designer from home; raise a family; and create a beautiful life full of friends, family and clients who identified with the life you’ve created.

How you’ve chosen to build your business is as individual as you are. There is no one formula that will guarantee your success. Creativity, business acumen, customer service, technology and marketing all play roles regardless of your business type.

More worrying, where will the next economic correction take us? Which business models will survive and thrive? If you choose to venture into retail, what will make your business model survive when so many before you have failed?

Is clinging to the studio model simply hiding from growth? Or do studio florists hold the key to the path forward? Many studio florists are the largest purveyors of floral design on the planet.

On top of it all, technology is fundamentally challenging all levels of the industry, including mass-market retailers. The fallout will be huge as families learn to buy their flowers online. Taking advantage of the aftermath is the reward for those brave and smart enough to see the opportunity.


It’s true that we’re all part of a pattern that is much larger than each of us as individuals. Economic tides are deep and complex. That’s why the team at Florists’ Review works so hard to bring you the latest trends, business ideas, marketing tips and products. We know how difficult it is to manage your business, whether it’s retail or studio based. Every business model is unique to its proprietor.

So where are you taking your business in the years ahead? This month, Florists’ Review shares with you the experiences of florists who have been studio and retail and why they chose to be where they are. We hope their experiences help you set sail on your next floral adventure.

Travis Rigby, publisher

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