Episode 1:

Bridging the Gap Between Creativity and Business with Jenni Jenkins of Salisbury Flower Shop

In the first-ever episode of Flower Pros, Art Conforti is joined by Jenni Jenkins, the creative executive of Salisbury Flower Shop in Randolph, Vermont. Jenni is no stranger to the floral industry. With a background that includes owning multiple flower shops and running a cut flower farm, she brings a wealth of experience and a deep passion for the craft. This episode sets the tone for the entire Flower Pros series, diving into the essential aspects of what makes a successful florist in today’s market.

Art kicks off the conversation by reminiscing about how he and Jenni first connected—during a frantic search for a florist who could make a last-minute delivery in the small town of Norwich, Vermont. Despite the location being outside her typical delivery area, Jenni went above and beyond to accommodate the request. This act of kindness and her willingness to help a fellow florist in need exemplifies the spirit of the industry and sets the stage for an engaging discussion about community, service, and the value of building strong industry relationships.

Celebrating Seasonality and Sustainability

Jenni shares her philosophy as a "seasonal florist," emphasizing the importance of aligning her offerings with Vermont’s distinct seasons. Unlike many florists who aim to stock a wide range of products year-round, Jenni leans into the natural rhythms of her environment, sourcing flowers from local growers and highlighting what’s in bloom. This approach not only sets her apart but also resonates with her local clientele, who appreciate the authenticity and sustainability of her designs.

Art and Jenni discuss the unique characteristics of Vermont’s market, where supporting local businesses isn’t just a trend but a way of life. Jenni’s commitment to sustainability is evident in her sourcing practices, her design choices, and her dedication to building strong relationships with local growers. It’s a reminder of the importance of community and the benefits of embracing local resources—a strategy that has become increasingly relevant as consumers grow more conscientious about where their products come from.

The Value of Education and Continuous Learning

One of the key themes of the episode is the importance of education and the willingness to evolve. Jenni recently returned from an enriching experience at the Judith Blacklock Flower School in London, where she took an intensive course to refine her wedding floristry skills. Despite being an experienced florist, Jenni speaks passionately about the value of stepping outside her comfort zone and learning new techniques. Her time in London wasn’t just about acquiring new skills; it was a chance to gain validation for the knowledge she already possessed and to draw inspiration from the English tradition of floristry.

In addition to her London experience, Jenni completed the "Art of Good Business" course led by Alison Ellis, a well-respected florist and educator. This online course provided Jenni with fresh perspectives on business strategy, goal-setting, and understanding her ideal client. She talks about the importance of focusing on her website as her primary marketing tool, rather than relying solely on social media platforms, which she points out are owned by third parties and subject to change at any time. By investing in her website and curating a streamlined selection of products, Jenni has seen a noticeable improvement in her profit margins—a testament to the effectiveness of continuous learning and strategic adjustments.

Streamlining Product Offerings for a Better Customer Experience

A significant takeaway from this episode is Jenni’s decision to simplify her product offerings on her website. Initially, her online shop featured numerous categories—birthday, anniversary, new baby, romance, sympathy, and more—which made it overwhelming for customers and difficult for her team to manage. Drawing from the insights gained in Alison Ellis’s course, Jenni pared down her offerings, focusing on seasonal collections and best-selling items that resonate with her local customers.

This streamlined approach has made it easier for customers to navigate her website, increased the average order value, and reduced the confusion often associated with too many options. Jenni also shares a creative tip: she names her floral arrangements after real customers who inspired the designs. This personal touch not only makes her offerings more memorable but also creates a sense of connection between her shop and the community. It’s a small but effective strategy that has led to increased sales and repeat business.

The Power of Designer’s Choice

Art and Jenni delve into the topic of “Designer’s Choice” arrangements, a popular option that allows florists to showcase their creativity while making the most of available flowers. They discuss the challenge many florists face in communicating the value of a Designer’s Choice arrangement to customers. Jenni emphasizes the importance of guiding clients through the decision-making process and helping them feel confident in trusting the florist’s expertise.

Art adds his perspective, noting that customers often get fixated on specific products they see online, but with the right conversation, they can be encouraged to opt for a custom arrangement that offers more value and uniqueness. This segment is packed with actionable advice for florists looking to promote Designer’s Choice and boost their profitability without being bogged down by strict product specifications.

Investing in Relationships and Branding

Jenni and Art share their mutual belief in the power of relationship-building, both with customers and within the industry. Jenni recounts how her willingness to help Art during the busy holiday season led to a lasting connection and an opportunity to be featured on the very first episode of Flower Pros. They discuss the importance of branding—ensuring that every bouquet or arrangement delivered carries the florist’s signature touch, whether it’s through a branded tag, a distinctive design style, or exceptional customer service.

Art offers a creative tip for florists seeking to increase corporate orders: sending congratulatory arrangements in branded mugs to individuals who have received promotions or special recognition in the local news. It’s a memorable gesture that sparks conversations and creates brand visibility within the recipient’s workplace.

Looking Forward

As the episode comes to a close, Jenni reflects on her floral journey and the lessons she’s learned along the way. She shares her excitement for the future and her plans to continue evolving her business, focusing on quality over quantity and staying true to her values of seasonality and sustainability. Art and Jenni agree on the importance of supporting one another in the industry, encouraging new florists to enter the field, and sharing knowledge freely to help everyone succeed.

With this first episode, Flower Pros sets the stage for an ongoing conversation about the floral industry’s challenges, opportunities, and the creative individuals who make it all possible. Jenni Jenkins’s story is a perfect example of the passion, resilience, and innovation that define the best florists—and it’s just the beginning of many inspiring episodes to come.