I’m delighted today to share with you my third Case Study featuring West Yorkshire based florist Fiona Pickles from Firenza Floral Design. Fiona attended our Branding for Florists workshop last year and my workshop co-host Fiona, The Brand Stylist, touched base with her recently:
Fiona, you seem to have gone through a total transformation over the past 18 months and it’s so exciting to see! How does your business compare now with what you had before?
The business itself is exactly the same. I’m just making sure now that I portray a much more consistent image of my work. I’ve always loved natural (and large!) designs, but over the last few years I probably ventured more down a different style, one that was more structured and formal. Now, I just totally embrace my natural style.
You’re a pretty well established florist and you totally rebranded last year. What impact has that had on your business?
It has really streamlined the type of enquiries I now receive, which is such a relief. Taking the old website down before having a new one to put up in is place was a risk, but I felt it was just so far away from what I actually was designing that it would do more harm than good leaving it up. This naturally meant a dip in enquiries but at least I wasn’t getting the wrong sort of enquiries.
What have you noticed about the sort of work you’re getting? How you feel about your business? How people see you? The sorts of clients you’re getting?
Now the new website is up, I just receive enquiries from people who want me as a designer and not just someone to ‘do flowers’. I think ‘my style’ has become much more apparent to other people now. I always knew what my style was, nobody else could see that though because I previously posted a huge variety of different styles.
What about collaborations and your social following?
I’ve met some amazing people and am so lucky to have two very fabulous photographers who live about five minutes away from me…Jo and James of Melia Melia as well as Holly of Belle and Beau Fine Art Photography. They are very different photographers but they both work really well with my flowers. James and Jo get the moody ‘dark’ side and Holly the light, ethereal side. There have been some amazing images created from collaborations with both of them.
James, Jo and I worked on quite possibly my favourite ever editorial, where we both just created something that was so ‘us’. Holly and I have also recently launched Wild and Wandering, a collaboration aimed at inspiring other creatives, from photographers, florists, stylists to anyone interested in the Fine Art curation. Our first workshop is taking place in September on a flower farm in North Yorkshire which will just be amazing and we’re so excited.
What was the catalyst for deciding to rebrand?
I started growing some of my own flowers about three years ago, which was always part of my plan to change the business. Then, at the end of 2014, the busiest year I’ve ever experienced, where I felt like I had lost about 6 months of my life working flat out on weddings, combined with a personal bereavement, I decided to re-assess the business as I knew I couldn’t carry on working at that level. So I took a very big decision to rebrand and go all out to attract only work that was totally and utterly my style.
You joined us for our Branding for Florists workshop last March. What did you gain most from that? Would you recommend the workshop to others?
It’s such a good platform and I can’t recommend it highly enough. I just didn’t know where to start if I’m honest and probably would have just handed the entire process over to a web designer. Instead you showed me the difference between the design element and the building side and that the answer is not necessarily just throwing money at it. After using a designer to create my new logo, I had the confidence to do the website myself using a template, words I NEVER thought I would say!
Another fabulous piece of advice you gave was only ever display the work you want to be doing, which is what I’ve done ever since and it has really made a difference. This is probably the one thing that has made my style appear so radically different from what I was doing before. It has always been my style, it just got lost somewhere along the way.
What advice do you have for other florists thinking of branding or rebranding their businesses?
Really consider where you actually want to take the business after your rebrand and then make sure everything you do feeds into that. You mentioned ‘does it make the boat go faster’…that really helped me focus. I guess you’ll have to attend the workshop to find out what that actually means!!!
OLD WEBSITE DESIGN
NEW WEBSITE DESIGN
FLORAL DESIGNS FEATURED ON THE NEW WEBSITE
Thank you so much to Fiona for sharing her journey! Doesn’t her new branding look amazing?
If you feel that your branding doesn’t reflect your current business or is looking outdated, or you’re just starting out, do join us at our Branding for Florists workshop in London on Tuesday, 13th September. For more information and to secure your place, simply click here. But be quick, as there are only a few spots remaining!
(Images : Firenza Floral Design | Melia Melia | Melissa Beattie)