> COVID COMMON DENOMINATORS COVID Common D Denominators BY JANICE RANDALL ROHLF epending on what part of the country you’re in, the size of your business, and other variables, the pandemic has brought with it different challenges for floral profes-sionals from coast to coast. But there are common denominators when it comes to addressing them. Those who met these new demands head on were all resilient, resourceful and flexible. But most of all, they were stubborn. Defiantly refusing to give in to adversity, they ratcheted up their tried-and-true tactics, added new ones and dug deep within themselves for emotional stamina. Treating their staff and their customers with respect and empathy became more important than ever. These florists did what they needed to do, they say, but it wasn’t easy. With a laugh, Molly Meulenbroek admits she’s “getting a little tired of staying flexible.” All the different stages of pandemic emergencies and pivoting in response has left the manager of Studley’s in Rochester, New Hampshire, with a request. “Can we just stay the course for a little bit?” she asks rhetorically and is surely joined by a chorus of peers across the country who feel the same way. Focus on One of a Kind Lisa Holmes Tiger Lily Florist Charleston, South Carolina For Lisa Holmes, paying really close attention to what people are asking and looking for was and is the key to success. “Customers wanted gift baskets with flowers and as many add-on specialty items as they could get,” says Holmes. “They sought high-end items like Dom Pérignon to send with $250-plus flower arrangements, and they still do.” Holmes rose to the challenge, adding eight new “specialty baskets” to the one with wine and flowers that existed on her website pre-COVID. “We’re trying to mix a lot of low country Charleston flair — local artisanal items — into not only the flower arrangements but also the gift items,” she says. “It’s a magic combination.” Locally handmade candles and choco-lates are especially popular. With all the thought and time she puts into conceiving and preparing these one-of-a-kind offerings, it’s not surprising that Holmes then felt it was necessary to upgrade her online presentation. Not SHUTTERSTOCK/ ALESSANDRARC Resilient, resourceful and flexible, florists share their challenges and ingenuity during the pandemic. FLORAL MANAGEMENT | September/October 2021 | WWW.SAFNOW.ORG 32
Floral Management Magazine September/October 2021: Page 32
