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Local Florist Feature

Flowers By Ellen




Being an entrepreneur in South Africa can sometimes be a very challenging landscape to navigate. There is usually very unclear, unpiloted terrain that requires perseverance, passion, commitment and a set of skills that need constant refining and fine-tuning. Entrepeurnship is not for the faint of heart and our local florist partners know that running and growing a business requires a stamina, attitude and passion that consistently rises to the occasion every day which is not everyone’s cup of tea.

At SA Florist HQ, we’re working strategically and creatively to upskill our florist partners and to provide a space for their 100% independently owned businesses to thrive. Our technology is making their lives easier and more efficient giving them the space and time to focus on what they do best, create.

We believe that support small business is the very best way to grow our country. Our local florist partners provide exceptional service, creativity and love with every delivery that is made. We are honoured to be able to send business to our partner network knowing that the lives of small business owners and their teams are growing and developing; this is why we do what we do.

Join us in celebrating the growth and development of small business in our beautiful country with our monthly Local Florist Feature.



Ellen from Flowers by Ellen

This month we share the Q & A held with our Administrator, Heather with one of our Black Owned Florists in Johannesburg, Flowers by Ellen.

1. Do you believe technology is a benefit to your business?
Yes, because technology is shortening the supply chain and is empowering customers. Technology, reduces the cost of business and the cost of many product and increase the business

2. What are your top 3 biggest challenges as a florist currently?
Is to access funding has always being essential to the growth of a small business. To create the new clients. The economy of the country, has made it more difficult for us, as small business. Another problem the industry faces is the high capital, management and labour costs required to realize profits.

3. What do feel the future holds for local artisans?
I see potential new opportunities, low cost, small-footprint production equipment.

4. What is your favourite aspect of being a florist?
I adore the endless beauty of flowers. I love to be creative with flowers and try modern arrangements.

5. What inspired you to become a florist?
I have started as a driver at the florist, and it landed me to be a florist.

6. How do you plan on growing your business within the next 5 years?
To develop a framework relevant to small and growing business. We will use a combination of experience, research and our strong partnership with SA Florist to grow our business. We will be focusing on developing new customers, delivering our flowers and excellent service to become a viable business.

7. How has SA Florist changed your business?
The business resources, including customer relations, marketing, supplier relations, manufacturing and distribution processes, technology and reputation, have given our company a position in the industry and market.

8. As a small business, what are some of the challenges you face moving forward?
Money is known to be one of the major causes of problems that can lead business failure. Lack of direction and planning and too much competition in this industry now e.g. Woolworths, Pick & Pay & Others...

9. How has the florist industry changed over the past 10 years in SA?
The rose growers in South Africa have become very environmentally conscious, and most of them are moving away from chemicals to totally natural organic control systems. There is strong competition on local markets in South Africa. Growers tend to be extremely secretive to maintain or create a competitive advantage. Most South African growers are situated in the Johannesburg and Pretoria region.

10. How do you see SA Florist and your business working together in the future?
The good working relationship, that will grow my business and good marketing which will achieve my milestones.

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