Twenty years ago, I opened the doors to my flower shop with a heart full of passion and a mind full of big dreams. I thought if I just created beautiful designs, customers would come pouring in.

Spoiler alert: That’s not how it works.

Owning a retail flower shop is equal parts art and business. Over the years, I’ve learned some hard lessons, made plenty of mistakes, and figured out what truly makes a floral business thrive.

Whether you’re just starting out or have been in the industry for years, here are the biggest lessons I’ve learned in two decades of running a successful retail flower shop.

1. Pretty Flowers Don’t Pay the Bills—Profitable Pricing Does

When I first started, I underpriced everything. I thought if my flowers were just a little cheaper, I’d attract more customers.

Guess what? That strategy almost put me out of business.

What I Learned:
✔ Customers don’t buy on price alone—they buy on experience and value.
✔ Underpricing attracts bargain shoppers, not loyal customers.
✔ Confident pricing = a sustainable business. If you’re not making a profit, you’re not running a business—you’re running a very expensive hobby.

2. Marketing Is Not Optional—It’s Essential

I used to think that if I designed beautiful arrangements, people would magically find me. Turns out, even the most stunning designs won’t sell themselves.

What I Learned:
✔ Social media isn’t about being popular—it’s about being profitable. You don’t need to go viral; you just need to reach the right people.
✔ Consistency wins. Showing up regularly in front of your audience keeps you top-of-mind.
✔ Email marketing is gold. If you’re not collecting emails, you’re missing out on repeat sales.

3. Customer Experience is Everything

Want to build a business that lasts? Make people feel special.

What I Learned:
✔ People don’t just buy flowers—they buy the feeling they give.
✔ Small touches (like a handwritten note or remembering a customer’s favourite flower) create lifelong loyalty.
✔ Your best marketing? Word of mouth. Happy customers do the selling for you.

4. You Can’t Do It All (And You Shouldn’t Try To)

For years, I tried to do everything myself. Designing, deliveries, marketing, bookkeeping, customer service—you name it, I was doing it. And you know what?

It led straight to burnout.

What I Learned:
✔ Hire help before you think you need it. A strong team allows your business to grow.
✔ Delegate what you don’t love or aren’t great at. You don’t have to be the bookkeeper, social media manager, and designer all at once.
✔ Invest in systems. The right tools (POS, automated emails, scheduling software) can save you hours.

5. The Floral Industry is Always Changing—And You Need to Adapt

The flower business looks very different today than it did when I started. Social media wasn’t a thing. Online shopping wasn’t huge. Customers expect faster service and more convenience than ever.

What I Learned:
✔ If you don’t evolve, you’ll get left behind. Businesses that refuse to change will struggle.
✔ Stay ahead of trends. Whether it’s new floral styles or customer buying behaviours, keep learning.
✔ Test and tweak. What worked 10 years ago won’t necessarily work today—stay flexible.

6. Running a Shop is Hard—But It’s Also Incredibly Rewarding

Has it been easy? No.
Would I do it all over again? Absolutely.

Owning a retail flower shop has challenged me in ways I never imagined. But it’s also given me a community, a purpose, and a life I love.

My Biggest Advice:
✔ Charge what you’re worth.
✔ Market like a business, not a hobby.
✔ Build relationships, not just sales.
✔ And most importantly—don’t be afraid to grow.

After 20 years, I’m still learning, still growing, and still as in love with flowers as I was on Day 1.