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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 55 STUDIO FLORIST Studio fl orists are fl oral designers who typically work out of either their homes or commercial but non-retail locations and specialize in weddings and events— although some studio fl orists fi ll daily orders, as well. e studio fl orist business model aff ords designers to choose a work/life balance that is right for them. Some may have children, for example, and working in a home- based studio is a good fi t for them; others may want to separate their business and personal lives and, thus, choose a commercial location. When Rhonda Bullington opened Loess Hills Floral in Council Bluff s, Iowa, in 2001, she wrote her business plan to be a full-service retail f lower shop. After one year in business, she came upon an industrial studio space in an up-and-coming arts district and decided to make a change. "It was an old warehouse that had been converted into retail/studio spaces," she says. " e rent was reasonable, so I took the risk and moved. I got rid of wire services and started focusing on what I did best: sympathy work, weddings and events." Being in a town of around 60,000 people, with two other established fl ower shops and three major grocery stores that off er full-service fl oral departments, Bullington knew this was the best move. "It's better than I expected," she says. "I don't have to have someone sitting at the shop answering the phone and waiting for customers to come in; through my virtual secretary/answering service, calls will ring to my studio and then to my cell phone. So, if I happen to be out on a delivery, I'm still able to answer the phone. I have more freedom to meet with clients on-site, or if I want to work from my home offi ce, I'm able to do that." Bullington wishes she would have started as a studio fl orist, saving the money she spent on giftware, advertising, wire services, etc. Her advice for others thinking of following her lead is to make sure they have a space where they can meet with clients; that customers can reach them via phone, text or email; and that potential clients can see their work via social media and/or a website. "For me, basing my business out of a studio in my barn has been benefi cial in so many ways," shares Anika Wilson, owner of Bad Rabbit Flowers in Westbrook, Maine. "Working from a studio rather than a public-facing storefront means I have very little overhead, more time to myself, less distraction while working, and more fl exibility in my work schedule, all of which ultimately reduce stress and provide me with a better work/life balance. I don't have to hire as much help, and FloristsReview.com 55 a public-facing storefront means I have very little overhead, more time to myself, less distraction while working, and more fl exibility in my work schedule, all of which Anika Wilson in her fl orist studio, Bad Rabbit Flowers

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