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Local Florist Feature

Fabulous Flowers

Josie from Fabulous Flowers

1. Do you believe technology is a benefit to your business?
Yes, absolutely. We use it in every aspect of our business.

2. How did you get started in the flower industry?
Completely by accident. Always having a love of flowers and my garden, a friend asked me to do the flowers for her sister’s wedding and at the reception I received so many compliments that I decided to investigate the industry and that was that. Thirty For years later I am still loving what I do every day.

3. Where do you look for inspiration?
It changes all the time. We always want to be different and I work very hard at working at new ideas.

4. What is your favourite flower and why?
I love hydrangeas because of their beautiful colours. I love roses just because they are so beautiful. I love tulips because they dance in the vase. I love delphiniums, especially the hybrid ones, because they have such gorgeous hues of blue and lilac. I love Irises because they remind me of my mother. I love lizianthus because they look like roses, are so rewarding and last so long. I love glads, especially purple and green ones because they look so lovely in a large vase on their own. I love Amaranthus because of the way they fall. I love Amarylis because the flowers are so big and so perfect. I love St Josephs Lilies because they smell so wonderful. I love Astrantias because they are so delicate. I can go on all day.

5. How has Bloomable changed your business?
My business has grown as a result of all the orders we receive from Bloomable that we wouldn’t have received otherwise.

6. How has the florist industry changed over the past 10 years in SA?
In my experience over the years, the deliveries have been the most challenging. The cost of a driver and a vehicle on the road is huge and if the deliveries are not being done efficiently, this is a drain on the business financially and it’s something that is very difficult to control. Customers also don’t understand that it is difficult to deliver at specific times. These requests result in the driver having to divert from the route which is not cost effective. There are also so many stages the flowers go through before they reach the recipient which requires more staff members than other small businesses and is not always understood by the general public.

7. What is the biggest challenge facing the floral industry?
It has become so much more creative and interesting. Over the years, the leading Florists in South Africa have been brave and explored all sorts of ideas and options and gradually we have educated the public. The challenges are the big supermarkets jumping on this bandwagon. Many, if not all of their ideas are from copying us and that’s inevitable I suppose. It inspires us to keep doing things differently and certainly keeps me on my toes.


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