Presenting

52 January | 2023 Business 20 years ago, having a retail location was crucial, he says. "It gave your business legitimacy, which was important to attracting customers." It is still true that a retail location provides legitimacy, but there are now other ways for consumers to make purchases. Hollenbeck shares that his walk-in sales have decreased over the past few years, but his online sales have grown. So, in today's retail world, keeping your eyes on your overhead is important, which might mean not paying top dollar for your location. It is important to analyze your location costs in relation to your sales. Natalie Gill, founder and co-owner of Native Poppy, with two locations in the San Diego, Calif., area, believes it's easier than ever to start a small business these days thanks to social media and the internet being free resources to access a community, and she's not surprised there is an uptick in people becoming fl orists. "For me, starting out, being a studio fl orist was the obvious choice," she recalls. " ere was minimal overhead for my freelance and event schedule, I could do all of my advertising online, and I didn't need a commercial space to work out of." Although Gill made the transition to brick-and-mortar, she warns it's not for everyone. "Switching from studio to brick-and-mortar does not necessarily result in growth," RETAIL FLOWER SHOP A retail fl orist typically provides a variety of products and services, among them fresh cut fl owers and arrangements; plants; permanent and dried botanicals; giftware and home décor ; and delivery—to name a few. Fresh product requires maintaining and managing a daily inventory. Full-time staffi ng, consistent operating hours that are convenient to consumers, reliance on holidays and other busy occasions and the stresses that come with them, and higher facility costs are often parts of the retail fl ower shop equation, as well. Before the internet changed the business world, a brick-and-mortar storefront was the primary type of retail fl orist operation. Today, many retailers are seeing a decrease in walk-in customers and a huge increase in online sales, and the fundamental role and purpose of retail stores is changing, forcing brick- and-mortar to fi nd ways to stay relevant and transform their strategies to meet evolving customer needs. Today's retail fl orists need to utilize every inch of their spaces to maximize profi t, and many are generating new revenue by hosting workshops and events in their stores. ey are also having to reevaluate the in-store shopping experiences they provide, to encourage more customers to visit their locations. Mike Hollenbeck, AIFD, CFD, owner of Floral Artistry in Lewiston, Idaho, has been a retail fl orist for many years. When he started in the industry more than A career with fl owers can take on many diff erent forms. Here, we explore the studio and retail fl ower shop business models. A huge factor in deciding which business model is right for you is personal lifestyle choice and goals—as well as work environment preferences. It really just comes down to each individual. January | 2023 Native Poppy co-owners, Natalie Gill (with hat) and Meg Blancato A

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