Paper Talk

As paper flower entrepreneurs, we are always re-evaluating our business and trying to tweak our strategy so we can increase our profit margin while at the same time, saving time. In the last few years, subscription box offerings have been taking off (even our very own Quynh offers one!).

So we wanted to explore why a business owner may decide to include a subscription offering as part of their monetization strategy and how they would go about designing the offer and launching it. Naturally, we reached out to the perfect person to give us a frank perspective - Rachel Heath, the face behind the Flora Fun Box, and the designer of Trill Flora. 

Rachel launched her Flora Fun Box (which is full of floral goodness) in December 2019. In this Episode, we talk to her in-depth about why she decided to pivot her business, how she decided on the subscription offering and the things to consider when launching a new business product.

First, let's learn a bit about Rachel:

1. Introduce yourself to us! Who is Rachel Heath? 

Hello! I’m Rachel. I live in the greater Seattle area, and I’m a mother to a five-year-old and twin one-year-olds. Way back when I worked in the book industry before eventually switching to the floral world. I have a habit of picking industries I’m passionate about. 

2. What made you switch into the floral world and become a florist?

My husband and I moved to Seattle for his graduate education, and the original plan was that we’d only be here two years. I decided it would be the perfect opportunity to try something out of my wheelhouse, something I’ve always wanted to do but never dared leave my career to attempt. So, I got a job in a floral shop. We ended up staying in Seattle, and I stayed in the floral industry.

3. Is that when you started your events company, Trill Flora?

That's right. I started my floral event company, Trill Flora, in the winter of 2015-16, around the time my daughter was born. I decided to build an event business because I realized that the way daily shops operate just wasn’t for me. Events allow much more creative freedom than most of the bouquet work done for daily deliveries. While I still do some rare delivery work for holidays, I definitely prefer the creative work of special events like weddings.

4. What turning points in your life led you to where you are now in your personal and business life? 

After building up Trill Flora for a few years, I got to a point where I wished I could share flowers with people who didn’t live close to me, and that’s something that’s really hard to do when you have a perishable product. My twins’ birth brought lots of sleepless nights, and these ideas started buzzing around in my head.

I wanted to figure out how to send stuff to people so that they could make arrangements themselves. So much of designing flowers comes down to having the right tools and equipment, and it suddenly becomes so much easier and accessible and fun then. So that’s when I started cooking up my Flora Fun Box subscription.

5. What a great idea! Tell us a little bit about the Flora Fun Box.

Flora Fun Box is a carefully curated, seasonal, floral subscription box. I pick very specific pieces that are beautiful in your home with or without flowers and also provide you with everything you need to put it all together. This includes digital online demonstrations that teach you how to make an arrangement, plus other tips and tricks of the industry. We also throw in more fun things to help you get in the mood for the season, entertain friends, cultivate your own floral garden, or just get crafty. 

6. It must be exciting being able to share flowers with non-industry people, but I bet there are challenges to offering subscription box too.

It’s rewarding to be able to serve people outside of my immediate community. It’s quite difficult to offer my services to anybody outside of the greater Seattle area unless it’s travel for a wedding which is a whole different ball game. Being able to make connections and share in the joy and excitement of flowers with people in a broader space is really fun.

The more challenging aspects definitely include being chained to the schedule of the boxes. I knew this going into it, which is why I chose a seasonal schedule instead of monthly. Other challenges are shipping, curating the right pieces, fitting everything into a box, and designing the box. 

7. Who is your audience and what are they looking for when they pick you? 

My audience for the Flora Fun Box is four different kinds of people: flower lovers, crafters, lifestylers for home decor, and hosting enthusiasts. We try to include something for each of those types in our box every season. It’s not easy to host a party these days, but I definitely feel that there’s something to be said for making things beautiful and lovely for yourself. Keep things a little more emotionally healthy during your own quarantine experience.

8. There are so many types of subscription box offerings these days. What do you think makes the Flora Fun Box stand apart? 

Most activity or craft kits are geared toward children. There aren’t a lot of subscription boxes for adults that actually have to do with creative expression and learning new things. Most subscription boxes don’t come with online education, and most online education doesn’t come with a subscription box. Putting those two together was a very difficult thing to do. They don’t go hand in hand very easily. It’s a lot of work to get the online content done on time, as well as the box. But that’s what makes me stand out the most. 

9. With so much going on in your business, how do you balance your busy family life with being an entrepreneur? 

If anyone has an answer I’m happy to hear it! I try to have childcare between 6-12 hours a week, depending on what I have going on. Because of the stay-at-home orders through the spring, that has become pretty tricky. But a big part of it is having support from family. My husband is very supportive and helps me carve out time in our busy schedules to focus on my business.

10. Do you have any advice for an aspiring creative entrepreneur? 

Being a creative entrepreneur can be really difficult because usually you either have a really strong creative side or a really strong entrepreneurial side. It can be hard to meld those two together. My best advice would be to focus on growing your entrepreneurial skills.

I think the creative side of things can come a little more naturally and easily, but entrepreneurial skills are often best learned through classes and networking. You need to focus on staking out your place in an industry that is probably quite saturated. 

11. Lastly - a flower question! What are your favourite flowers to design with and why? 

Hellebores top the list, for sure. I also love working with berries like blackberries and tinus viburnum. That last one is absolutely opulent, lovely, different. Just perfect. I really enjoy textural things. Cosmos is also a very fun flower, since they’re so happy and just dance in arrangements.  

GET YOUR DISCOUNT!

Rachel has kindly created an exclusive coupon for our listeners to get $15 off with the code PAPERTALK

From Rachel: "We are currently in the middle of Summer Sales right now, with our Autumn box just around the corner, and our super special holiday bonus box (not part of the subscription to be announced over labor day.)

Also, update: you will very soon be able to mark an "international" shipping option and we'll sub out any organic products with a choice of additional non-organic products. (ie, we'll swap a dahlia tuber or seeds with another extra goodie of your choice.)"

Head on over to the Flora Funbox website to use the coupon!

Be sure to follow Rachel and her Flora Funbox on social media!

WEBSITES | www.trillflora.com | www.Florafunbox.com

INSTAGRAM | https://www.instagram.com/trillflora/

FACEBOOK | https://www.facebook.com/Trillflora/

In this episode, we address some of the concerns that Quynh has about her collaboration with artists for The Posey Box and the issue of intellectual ownership. We both offer online courses for purchase, and we teach workshops on a regular basis.

As teachers, we want to ensure that we provide high-quality content - from instructions to templates - to all of our students. If you buy a course from us or learn from us at a paid workshop, it’s more than a business transaction for us; it’s a student-teacher relationship. But there’s also the possibility that someone may take our hard work and re-sell it or re-teach it for a profit.

We have also been students; as students, we are interested in learning new skills and techniques and are willing to pay for it. However, it’s always unclear what you can do with the intellectual property you’ve then acquired. What can we do with the skills and techniques learned, or the templates, or the paper flower? Then there’s the approach that as consumers, once we pay for something, it’s ours to do as we wish.

We discuss all of these issues in this Episode. Consider our discussions on an informal discussion between two friends. We recommend you contact an intellectual property lawyer for legal advice.

> You may hear our intern, Cillian, in the background at some point in our discussion. It seems like he already has strong opinions about the matter!

May 14 is International Paper Flower Day, and in celebration of this special day, we've invited one of our favourite artists, Kate Alarcon of The Cobralily, to talk about it with us. Thanks to Kate - she came up with the idea of designating a specific date to celebrate our paper flower community and our art - paper flowers are spreading like wildfire around the world.

Listen to Quynh and Jessie as they talk to Kate about how she came up with the idea of International Paper Flower Day, the impetus for it, and what she hopes it'll achieve.

GIVEAWAY is CLOSED

Be sure to head over to our IG account and check out our International Paper Flower post for a chance to win a copy of the following books:

Jessie Chui's Paper Flower Art: Create Beautifully Realistic Floral Arrangements

Kate Alarcon's Uncommon Paper Flowers

Lucia Balcazar's Build a Flower: a Beginner's Guide to Paper Flowers 

HOW TO ENTER:

To enter into the Giveaway, leave a comment below our International Paper Flower post (@thepaperfloristsorg) on how you are planning to celebrate paper flower day or who has inspired you to become a paper florists. Giveaway is open for the entire day of May 14, 2020. One entry per person. The 3 winners will be announced on the following day. See below for the Terms & Conditions.

GIVEAWAY TERMS & CONDITIONS:

The “Giveaway” involves the selection of a winner of a copy of “Paper Flower Art” by Jessie Chui, and a winner of a copy of "Uncommon Paper Flowers" by Kate Alarcon, and a winner of a copy of "Build a Flower: a Beginner's Guide to Paper Flowers" by Lucia Balcazar, pursuant to the Terms & Conditions set out herein.

The Giveaway period will run for the entire day, May 14, 2020, from 12:00 AM (PT) to 11:59 PM (PT).

The “Prize(s)” means a copy of “Paper Flower Art” by Jessie Chui, a copy of "Uncommon Paper Flowers" by Kate Alarcon, or a copy of "Build a Flower: a Beginner's Guide to Paper Flowers" by Lucia Balcazar, and is non-transferable.

To qualify, a “Winner”:

Must be 18 years or older as of the date of entry;

May be an international (non-US) resident;

Must have submitted an entry into the Giveaway;

Must have submitted an entry for the Giveaway within the Giveaway period;

Is permitted to submit only one entry.

The “Winner” Selection, Notification, and Responsibilities:

The Winner(s) will be a randomly selected person using a random selection app conducted by The Paper Florists Collective;

The Winner(s) will be notified of their winning within 24 hours of the giveaway closing via a direct message on Instagram by The Paper Florists Collective;

Once notified, the Winner(s) will provide The Paper Florists Collective with his/her full name, shipping address, and phone number; The Paper Florists Collective shall have no liability for a Winner’s failure to receive notices due to the Winner’s spam, junk e-mail or other security settings or for the Winner’s provision of incorrect or otherwise non-functioning contact information. If a selected Winner cannot be contacted, is ineligible, fails to claim the prize within 72 hours from the time award notification was sent, or fails to timely return a completed and executed declaration and releases as required, the Prize may be forfeited and an alternate Winner selected.

If applicable, the Winner will be responsible for any customs, duties, and taxes associated with the delivery of the Prize

The Paper Florists Collective is not responsible for delays in delivery of the Prize(s) after the item(s) has/have been checked in for delivery to FedEx, UPS, or United States Postal Service; loss, damage, or theft of the item(s) after the item(s) has/have been checked in for delivery to FedEx, UPS or United States Postal Service; or shipment sent to an incorrect address provided to The Paper Florists Collective by a Winner;

The Paper Florists Collective reserves the absolute right to post-delivery of the Prize(s) using the most economical shipping option available with or without the ability to track the shipping as it deems appropriate.

The receipt by the Winner(s) of the Prize(s) offered in this Giveaway is conditioned upon compliance with any and all federal and state/provincial laws and regulations. ANY VIOLATION OF THESE OFFICIAL RULES BY ANY WINNER (AT THE PAPER FLORISTS COLLECTIVE’S SOLE DISCRETION) WILL RESULT IN SUCH WINNER’S DISQUALIFICATION AS WINNER OF THE GIVEAWAY AND ALL PRIVILEGES AS WINNER WILL BE IMMEDIATELY TERMINATED.

One of the highlights of Quynh's involvement in Design Days 2020 was having the chance to meet  Holly Heider Chapple! You've likely seen Holly's beautiful work all over social media and she's been featured in numerous wedding magazines and wedding blogs. Her flower arrangements are always exquisitely composed and styled. 

One look at her websites (yes, she's got 3) and you can see it reflects her personality and her style perfectly. She's the founder of Chapel Designers, the owner of Hope Flower Farm, and the artist behind Holly Chapple Flowers. She's a HUGE name in the floral industry, so much so that she's dubbed the "Flower Mama" by her peers. You wouldn't know it because she is so incredibly down-to-earth, warm, and engaging. 

With the help of her family, she's turned her floral business into an empire. In this Episode, she is joined by her son, Alex, the Director of Education and Communication, who has become an integral part of her business.

Listen to Holly and Alex as they talk to us about their flower farm, their floral business, and how they're adapting their business in light of the Covid-19 related restrictions.

If you hear the chirping chicks in the background, they're from Holly's farm!

Let’s get to know Holly:

1. Introduce yourself to us! Who is Holly Chapple?

I’m a floral and event designer based in Virginia, and I serve clients in the D.C. area. I’m also a flower farmer, an educator, an inventor, and a mother of seven.

2. How did you decide to become a florist? What turning points in your life led you to where you are now in your personal and business life?

I grew up in the garden center/produce market my parents owned. As a child, I had to help in the field, sell tomatoes and corn, and tend to flowering plants. I also did basic designing during the holidays. The first centerpieces I designed were for my father to sell during the Christmas season. Flowers have always been a constant in my life. 

I started working as a florist because I was looking for a way to stay at home with my children. I did my first design work by the kitchen sink. My first wedding work was for a friend, a woman who lived up the street. Initially, my business grew because of word of mouth. But a big turning point in my business was the advent of social media. I was an early adopter of blogging and Instagram, and my work on both platforms made me more visible.

I’ve always been very transparent on social media about how hard this work is--especially as a mother--and it has resonated with clients over the years. And other florists, many of whom choose to study with me at workshops or online.

3. Tell us about your company, Holly Heider Chapple Flowers.

First and foremost, we are artists at Holly Heider Chapple Flowers LTD. Very busy artists, working across multiple divisions.

Second, we are family. And much of the work across these divisions is focused on bringing you into our family.

You can read more about us here: https://www.hollychappleflowers.com/about.

4. What is it like working with family members as you have been growing your Company?

This has been incredible for the business, as we all have very different strengths. My husband is remarkable at finance, business policies, farming, and build-outs. He is also an incredible teacher. My son Alex has brought a new strength to our company because of his strong communication and writing skills. Alex is also a people person so he is wonderful at caring for our students. Alex is the Director of Education and Communication. By working together I hope we are building something that will endure. 

5. Can you tell us about your beautiful farm, Hope Flower Farm?

Hope was a working dairy farm. The main house and barn were built in the 1820s. Through the years, an additional tenant house and two other barns were added to the farm. The original property was over 400 acres; years ago most of the land was developed and the farm was reduced to 25 acres. The tenant farmers were Mr. and Mrs. Hope; they worked the farm for over sixty years. The property was for sale for almost four years before we finally were able to acquire the farm.

In honor of the Hopes, we named the farm Hope Flower Farm. The manor house is used for styled shoots and a residence for our teachers. Floral design students stay in the tenant house or at local B&Bs and hotels. Three barns are used for education and events. We haven’t had a wedding at the farm yet, but we’re preparing to host our first there this year.

We grow daffodils, tulips, blooming branches, several thousand peonies, dahlias, lots of annuals and other perennials. 

6. What is Chaple Designers and what is its mission?

In 2010, I asked the floral designers following my blog and social media, “Does anyone want to meet me in New York?” They did. After years of offering advice, guidance, and moral support to fellow designers on social media, I designed a conference for them to meet and study together in person for the first time.

And so Chapel Designers - the first organization of its kind - was born. This network of like-minded industry professionals came together under my wing. They call me “Flower Mama,” and now Chapel Designers from all over the world meet to study together all over the world.

Essentially, we are a collective of wedding and event designers. We work together and support each other so we all find success. In light of the COVID-19 crisis, I have never been more grateful for this group. 

You can read more about the Chapel Designers Mission here: https://www.chapeldesigners.com/information 

7. You've partnered with Syndicate Sales on the development of the Holly Chapple Egg. What is the Holly Chapple Egg? Tell us about the development process and how you came up with this ingenious product? 

The egg was born out of necessity. I was trying to achieve a certain type of design for a bridal bouquet - for a special bride - when I came up with the form. Syndicate Sales often supplied hard goods to our Chapel Designer workshops, so I knew that I could go to them with the mechanic concept. We had design meetings, sought a patent, and the rest is history. 

8. You also have a line with MP Bastian Leathers. Tell us about this line.

 I needed an apron or belt that did not fall apart. My tools are constantly pointing downwards and destroying any cloth aprons I wear. This sturdier custom-made piece is water resilient and so much more durable.  

9. How do you decide which businesses and/or designers to partner/collaborate with?

This is often about the relationship I have with a particular person or brand. I am very people-focused. The concept/product is always born out of need. I am very careful about who I work with as I want to protect the integrity of our company which has taken 28 years to build.

10. We love that you define yourself as an artist. What would be your advice for an aspiring artist?

Sometimes, just create for creation’s sake. Design things that inspire you and keep you motivated. If you feel like you are just producing and not creating art, you need to rethink where you are at. I say each design or piece that leaves the studio should make our studio proud!! 

11. What are your favourite flowers to design with? 

Lilac, Peonies, Dahlias, Ranunculus, Garden roses…… whoops I could go on forever. 

Learn more about Holly and Alex Chapple, along with Holly Chapple Flowers by following them on social media:

WEBSITE | Holly Chapple Flowers | Chaple Designers | Hope Flower Farm

INSTAGRAM | @hollychapple | @chapeldesigners | @hopeflowerfarm

Last year, Jessie had an amazing opportunity to showcase a few pieces of her floral sculptures at The Freedom Factory Toronto after one of the owners of the gallery, Tiffany MacIsaac, handpicked her to be a part of a juried group show of 60 artists.

The experience was rewarding for Jessie in so many ways - exposure to the local art community, engagement with other artists, commissions, and other unexpected opportunities, and taking a prize home for placing 2nd in the juried event. The most exciting was meeting Tiffany herself - a self-taught artist, curator, and visionary behind The Visual Arts Movement.

In this Episode, we chat with Tiffany about her unique approach to curating art, her no-commission art gallery, and her advice to aspiring artists.

Let’s get to know Tiffany:

1. Tell us about yourself. Who is Tiffany MacIsaac?

I am a Toronto based self-taught artist and curator, as well as co-owner of The Freedom Factory Toronto.

2. Tell us about The Freedom Factory Toronto

The Freedom Factory is a no-commission art gallery, event space, and creative hub. We believe that creativity is a state of mind rather than a talent you're born with. Whether you're an artist or an accountant you need creativity in your life! Artists who exhibit with us keep 100% of their sales and we subsidize this by offering private events and curated micro weddings in our space. 

3. What is The Freedom Factory's Visual Arts Movement and Weddings?

V.A.M  - The Freedom Factory's Visual Arts Movement provides emerging artists with a platform to:

exhibit their work in our juried exhibition for a chance to win amazing prizes

showcase their work in front of industry leaders, art collectors, and the public

sell their work in a zero commission environment

attend professional development workshops and expert panel art talks

as well as creative networking events and art parties

It takes place once a year in various locations around the city as it is too big for our gallery space and typically we accept 60 artists into the juried exhibition. This show is so near and dear to our heart, we actually started curating this exhibition before we opened the first gallery almost 5 years ago. It is such a wonderful opportunity for emerging artists to put themselves out there in a way that can make a true impact on the trajectory of their career and build confidence.  

Our Micro Wedding service is something we started to offer officially at the top of this year after seeing so many couples coming to our event space stressed about the cost and workload of planning their large-scale dream day. It is essentially an ALL INCLUSIVE Luxury Micro Wedding Experience designed by local artists. Invest in your marriage, not your wedding! Learn more here.

4. Why would an artist want to show his/her work at a gallery?

Pictures are worth a thousand words but nothing is like seeing an artist's creation in person. It is wonderful to take full advantage of online marketing etc, but hanging your work in a physical gallery gives people an opportunity to view your work up close and personal with trained sales staff on hand to convey the passion and story behind each piece.

Of course, sales are the main objective, however, so many incredible opportunities come from the exposure that showing with a gallery can bring also. Connections to industry professionals who can help further your career, introduction to future buyers and collectors, commission opportunities, brand partnerships, and so on. It is also a great opportunity to build a network of other creatives and like-minded people whether for business or personal connection. 

5. How does an artist get shown at a traditional art gallery versus your art gallery?

Typically galleries will post open calls for artists if they are looking to curate group exhibitions with a particular theme. Each open call and gallery will have a specific set of submission guidelines (please read them carefully and treat it like applying for a job). These calls for artists are typically found on the gallery's website or social media platforms. 

I think it is important to do your research when it comes to which galleries are best suited for the style of work you do and which you think would best resonate with you. Each will have a different process for how they take on an artist. With us, if you're looking to have a solo exhibition we have a link to start that discussion on our website. 

6. What does a curator look for in an artist's work?

I think this varies between curators. While technical ability and precision in your work obviously speaks for itself, I personally look for artists with something to say, whether it's taking a style I have seen again and again and making it your own or the ability to convey a message or story that needs to be shared... for me I would rather work with an artist who has a unique style and voice but may need to work on their technical skills to someone who is "perfectly" trained but lacks originality. But that's me...there is a place for everyone. 

7. Who determines the price of artwork at an art gallery? What is the industry standard percentage/proportion that an art gallery receives from the sale of an artist's work? 

Typically we work with an artist prior to solo exhibitions to iron out pricing. There are many factors that can be taken into account when pricing art. 

Most galleries in the city charge between 20% and 65% commission on the sale of your work ... we take nothing! 

8. Given today's artists have the ability to directly market to buyers, how relevant is it today to show at a gallery or be represented by an art agent?

I think that showing in a gallery is always relevant! Again, it gives prospective buyers an opportunity to see your work in real life and it is never the same experience as seeing it online. Also as I previously mentioned there are many opportunities that come as a result of exhibiting, connections to industry professionals who can help further your career, introduction to future buyers and collectors, commission opportunities, brand partnerships, meeting other artists.

You can always get your feet wet with group shows exhibiting one or two pieces at a time. This can give you an opportunity to see how buyers react to your work and decide which galleries you prefer working with. 

I am not for or against the idea of an agent...I would caution an emerging artist to really do their research before signing on to a representation deal exclusively whether it's a gallery or an agent as there are a lot of people out there looking to sell you the dream and take advantage.

I would not want to be paying my agent a commission on top of paying the gallery they are putting my work in a commission ... it all adds up fast and before you know it you're left with nothing after your time and supplies etc. It's like that band who signs the record deal right away because they are excited but now that label owns them and they're still broke. But certain deals are worth making, just do your research. 

9. What would be your advice for an aspiring paper flower artist?

Own your craft! It is an art and just as worthy of being shown in any place your heart desires to see it . Put yourself out there and don't be afraid to hear no. 

Also, make it your own. What sets your paper florals apart?  

10. Is there anything else you'd like to share with our listeners?

Yes, we have actually started our own podcast called Creativity Unleashed where we invite you to reconnect and explore the multi-layered chasms of creativity that exist within each of us.  We will also introduce you to our network of artists and industry professionals as we explore creativity as a state of mind rather than a talent you're born with. Here you will find guided meditations, insightful conversations, and evocative tools to help you unleash your full potential... because when we live life from a place of creative thinking, the opportunities are endless.

Learn more about Tiffany and The Freedom Factory by following them on social media:

WEBSITE | The Freedom Factory

PODCAST & BLOG | https://www.thefreedomfactorytoronto.com/blog 

YOUTUBE | Creativity Unleashed Podcast

INSTAGRAM | @thefreedomfactorytoronto

FACEBOOK | /thefreedomfactorytoronto