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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 53 allow herself more creative freedom. "We used to offer a bunch of specific designs, but you get pigeonholed by the photos," she remarks. "Now I offer arrangements based on budget, container and vibe. Customers can specify things like colors, size and energy level, and they know we'll make it beautiful. It's so much easier to meet expectations." INCORPORATING PERSONAL PASSIONS Business owners are also tailoring business offerings to represent their values. "I am so passionate about the environment," Gosar points out. "I think through how all my materials will be used, to try to limit waste—which also reduces my overhead. I don't use any boxes or plastics, and I avoid floral foam whenever possible. I love using FloraGuppies for my arrangements instead of foam. ey are biodegradable and reusable, and customers often return them to me to reuse." Jones loves providing personal service. She's introduced live online shopping experiences where employees provide virtual tours for customers through the store to showcase products that interest them. It allows customers to enjoy the displays and merchandising as part of a custom experience, in addition to online shopping. "We're known for our great giftware. We carry things that are different from any big-box store. And we make our displays pretty. So, this is a way to connect with customers who might not be able to make it into the store." RECOMMITTING TO COMMUNITY With so many consumers taking an interest in local floral businesses, owners are looking for ways to better serve their neighbors. "I started this business to bring flowers closer to all people," Gosar explains. "I want to make what used to be a seasonal luxury to now be 'everyday affordable' for middle-class families around me." Wright uses her physical storefront in Brooklyn as a window into her studio's creativity. "I call it 'Flower Fridays,'" she notes. "I love to pick up unusual things at the flower market and experiment—just reconnect with flowers and create new combinations. It helps me meditate on new designs, and those arrangements become inventory for our Friday walk-in customers." So COVID's unexpected injection into life has yielded valuable results. ese business owners are finding ways to love their businesses and have personal lives at the same time. "It may not always be comfortable," Jones offers. "But change is the best way to keep moving forward!" Clockwise from top left: Designer, Mimosa Floral; Photo, Rebecca Yale; Designer and Photo, Fleurelity; Designer, Mimosa Floral; Photo, Chellise Michael

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