Business Owner Story Series #22

?? The Artistic Journey of Cassy: From Patchwork to Petals with Flowers for Jane ??

Meet Cassy, the creative mind behind?Flowers for Jane, a flourishing online florist business delivering on the Mornington Peninsula and local surrounds. Her journey is a testament to following one’s passion and the beauty of bringing art into everyday life.

Cassy’s artistic journey began in childhood, deeply influenced by her parents - a mother who was an art teacher and a father who was a graphic designer and printer. Surrounded by creativity, she developed a love for art early on. “Growing up, I was surrounded by art and craft. My parents were always doing something creative, and that environment nurtured my love for art,” Cassy recalls. At 16, during work experience at a florist, her passion for flowers sparked. “I loved that I could create something beautiful in just minutes.” After completing tertiary qualifications and an apprenticeship, Cassy quickly transitioned to senior florist, working in various shops, and winning industry awards for her craft.

Life then took other turns. Years later, after being a stay-at-home mum with three children, while helping lead a successful family business (trading car parts), and a stint in retail at her Mum’s Patchwork shop, Cassy decided to return to floristry. “I realised that floristry was where my heart truly was.”

Launching her florist business from her home in 2017, by 2018 she had secured a warehouse, marking a serious commitment to her business. Then she expanded further by acquiring the website and brand?Flowers for Jane, originally established by a company known for its SEO prowess. Her business grew quickly.

However, Cassy’s personal life faced its own hurdles. Amidst the business's growth, she endured heath challenges, emotional hardship and family struggles that deeply impacted her. Cassy needed to reevaluate what was important and find resilience to overcome these challenges. In the process she gained a profound sense of purpose – to make a meaningful impact through her work.

Then the COVID-19 pandemic and its challenges hit. Cassy was forced to pivot quickly to focus on online ordering and efficient delivery. With a strong grasp of business processes learned from her previous roles, she streamlined operations, implementing delivery tracking technology akin to Uber Eats. This transparency ensured she maintained customer satisfaction and kept Cassy’s business afloat.

Cassy values the relationships she builds with her customers. Among her regular clients is a home care company that frequently orders flowers and hampers. Cassy’s commitment to understanding her clients’ needs and delivering high-quality products has fostered a sense of trust and reliability. And just like her love of art, these relationships are at the heart of her business.

Yet despite having loyal clients, running a business, especially as a sole operator, isn’t without its difficulties. For Cassy, the biggest challenge has been balancing creativity with the demands of managing a business. From handling online orders to arranging deliveries and maintaining a constant supply of fresh flowers, it’s a lot to juggle. “Some days it feels like I’m wearing 10 different hats,” she laughs, “but the reward of seeing a client’s face light up makes it all worthwhile……I’ve learned that in business, especially in floristry, you have to be flexible and creative not just in your designs, but in how you solve problems,” she notes.

So, it’s Cassy’s resilience and determination to overcome business and personal hurdles that make her the savvy businesswomen she is today. She values freedom to create independently, relishes opportunity to make her own business decisions and honours her unwavering passion to bring joy to others through her flowers. “I’m motivated not just by the art; but by running a successful business” she explains.

Cassy offers valuable advice to other small business owners. “You have to have a genuine passion for what you’re doing,” she advises. “The love and authenticity you bring to your work are crucial. For me, it’s about being creative and managing my business in a way that feels right. Even if it means doing the hard yards, it’s worth it if you love being a business owner.”

Looking to the future, Cassy’s vision for?Flowers for Jane?is refreshingly simple. “In three to five years, I want my business to be exactly where it is now,” she says. “I’ve worked hard to scale down to the ideal size where I am happy and able to manage everything efficiently. I’ve had bigger businesses and teams before, but now I have the right fit for my life. ?I work Monday to Friday with flexibility for networking, which I prefer over paid advertising because networking feels more authentic and is a valuable part of my marketing strategy.”

Cassy’s story is an inspiration to other business owners navigating their own paths, demonstrating that following your passion, adapting to change, and staying true to your values are key to long-term success. If you’re looking to brighten someone’s day - or your own - there’s no better way than with a bouquet from?Flowers for Jane. Let Cassy bring a little beauty into your life. Connect with Cassy on 0409017398 or at?https://flowersforjane.com.au

Know another business owner with an inspiring story. Connect them with me or nominate them in comments. [email protected] https://kirstymitchell.trustedadvisor.com.au

#Floristry #Creativity #SavvyBusiness #Resilience #Purpose #BusinessOwnerStory #BusinessCoaching