Adam Bannister: So were flowers a passion of yours?
Kim Sheppard: Yes, I have always had a passion for flowers and having been made redundant from my completely different background, I decided to purchase the lease of a shop and turn it into a florist. My previous background was in the Telecoms and Law industries.
AB: Was it particularly expensive to set up?
KS: Having purchased the lease, paid the solicitors’ fees for both myself and landlord (landlords generally expect you to pay their fees) insurances etc, the building of the shelves and shop fitting, it cost about £20K.
Run the business yourself, grow it yourself and never let it out of your site
AB: More than anticipated?
KS: Yes, but then I had no knowledge of floristry, or indeed the setting-up costs, and no business background. I was led by information fed to me from other sources which did not turn out to be very effective.
AB: How did you raise the capital?
KS: I used £10K from my savings and my partner, and I took out a further loan with a bank.
AB: So how’s it all going?
KS: It has been a long, hard and very stressful slog. I have managed to turn this empty shell into a successful florist – and never been near a training course!
I have a huge amount of wedding work and lots of repeat custom. My website also gives me an edge – my partner, who is a Cisco consultant, built it.
The site even won a gold award recently from a wedding company. Having come from a corporate background and used the web for various things over the past 10 years, using the web comes natural to me – so I managed to position myself in good ranking positions without much expense.
However, I do spend rather a lot on advertising as I think this is essential to any business. I pride my shop on fantastic customer service and attitude – which I feel is key to any successful business.
AB: Any advice for aspiring entrepreneurs?
KS: It’s great to be around flowers but it is extremely hard work; the freezing cold winter, starting at 4am in the morning to go to market.
My advice is to run the business yourself, grow it yourself and never let it out of your sight. You are the best person for the job and no matter how many staff you employ they will never have the passion that you do. Attitude is also key; you can’t have down days, especially when you are dealing with the public. You have to remain focused and patient at all times and you have to have lots and lots of energy.
For example, I can make 10 table displays in an hour and not a lot of people can do that, even with years of experience. I never say “no” to anything and have developed a unique style that people come back for.
AB: What did you do to prepare?
KS: I prepared myself mentally for the challenge – and I love a challenge. I read lots of books, looked at lots of websites and basically created styles out of my head.
I have never been taught any floristry skills and that is why my arrangements sway to the contemporary side of things: I never learnt traditional styles and don’t particularly get excited by carnations and crysanths.
Unfortunately, people will always want them but as far as I am concerned the beauty that lies in one flower that costs £2 far outweighs a large bunch of crysanths that cost £3. I tell my customers flowers are like handbags and shoes, you either buy Gucci and Prada or Primarks and Matalans!
AB: Anything you miss about being employed?
KS: Yes, it is can be lonely on your own, which I often am, because the only other member of staff is part-time. So you don’t have much camaraderie and the social side of life isn’t there.
AB: With so few staff, I guess you must have to get on with them…
KS: Yes – and there has to be a similar understanding of flowers and styles. Personality is a definite must.
AB: Any plans for the future?
KS: I would love to steer to the corporate market and concentrate on wedding business. But I would definitely love to exhibit my displays in offices around London, purely because I have some magnificent ideas that would be well suited to these environments.
