We shortened our shop hours from 7pm to 5pm, even though our competitors were open later than we. This allowed (and continues to allow) us to have quality time with family each evening. When we were able to finally hire employees, we sought out individuals with the same qualities and values that we have as a family. We also sought out individuals that added to and improved the family atmosphere of our shop.

Our goal is to have a shop full of people that care about each other and our customers as much as they care about their own families. With big box companies gobbling up whole industries because they make purchases cheap and easy, we are able to do the one thing those companies can’t—treat you like family and offer you beautiful, artistic, unique designs.

Putting family first means offering our employees living wages. We are happier at work and kinder to our families when we get home if we are not stressed about money. We stay with companies longer when we feel valued and cherished. Most of our employees have been here for at least two years. There is so much value in that kind of longevity.

Our front of the house all know that Mrs. W is allergic to eucalyptus and Mr. S likes Ikebana-style arrangements. Our drivers know not to ring the B Sisters doorbell because it makes their dogs go crazy. Just text them, and they’ll slip out to grab the flowers. Casey talked to a long-time customer yesterday who was in a hurry. The call lasted 1 minute and 39 seconds because they knew his wife’s preferences and had all the information needed for a delivery. We’ve also had calls that last a half hour as we talk through options and offer suggestions to ensure we are creating the perfect arrangement for the occasion.

Our prices and delivery fees continue to be very competitive compared to other high-end florists (not Costco)! But the way and reason we structure our prices is founded in sourcing quality long-lasting flowers, supporting local regenerative (#sustainability #grownnotflown) family flower farmers, and putting family first by offering living wages. We continue to see the amazing benefits of this focus in our individual lives, the atmosphere of the shop, the quality of our arrangements, and the family-oriented customer service we extend to our customers. We all make choices to support businesses that focus on qualities and practices that align with our priorities. We hope knowing a bit more about our foundation and priorities reinforces the trust you have put into our wonderful family business!

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Low Demand

Last spring when the whole planet went into lock-down, florists all over the world closed. Additionally, events that use flowers such as weddings and corporate events were cancelled. Dutch flower growers destroyed their flowers by the millions because demand evaporated overnight.

Demand for flowers since last spring continued to be lukewarm until this spring when the vaccine has allowed many countries remove COVID restrictions. Here in the US, not only are florists opening back up for business, families are getting together again to celebrate Mother’s Day. The demand increased so quickly, farmers have not been able to keep up.

Worker Shortage

South America is one of the biggest suppliers of the world’s flowers. As COVID cases in the US drop, COVID cases in South America surge. This is having a huge effect on the availability of workers to plant and harvest flower crops.

Extreme Weather

Climate change is causing extreme weather around the world. Severe droughts and record rains are diminishing and/or destroying flower crops. These weather events have added to the already low supply of flowers.

Transportation Issues

When the world-wide lock-down first occurred, we experienced supply chain issues because passenger airlines no longer flew so cargo space was limited. Throughout the year, more and more consumers placed online orders which increased the need for cargo space. Currently, the need to replenish inventory as stores open back up adds to the transportation demand. Finally, the Ever Given became a funny meme as it blocked the Suez Canal, but the delay the blockage created will be felt for months. All of these events have led to a nationwide flower shortage and shipments being delayed on a weekly basis. Sometimes the delays are so long the flowers are unusable when they finally arrive.

The Good News!

The wholesalers we work with have been incredible throughout this last year. They monitor their supply chains closely, anticipate potential delays, and forecast price increases. Because our wholesalers keep us updated regularly, we can order early and make informed choices.

Our wholesalers in turn have cultivated loyal relationships with their farms who have bent over backwards to fulfill orders. We have been so blessed to continue to provide the quality and variety of flowers our customers expect from us. Occasionally we have to make substitutions either because we don’t feel the quality is up to our standards, or a flower shipment was delayed. We always call our customers to discuss options. As I reflect on Mother’s Day after hearing stories from other florists around the country, I feel blessed and am grateful for the wholesalers and farms in our network. Most of them are also family owned and operated. Despite the nationwide flower shortage, we all work together as one big floral family to provide vases full of joy.

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Of course, there was no national lock down. Eventually each state did lock down, including Virginia. We were more fortunate than some small businesses. We were allowed to stay open in Virginia because we never have more than ten people in the shop. Like for all small businesses during this pandemic, everything has changed as we struggle to survive. So what have we learned, what has changed, and what does the near future look like?

What Have We Learned?

The first thing I learned was just how many family-owned small businesses there are. The first day of the lock down in Virginia, I received a Facebook invitation to a group of small business owners in Northern Virginia. The group was started by a good friend who owns two local restaurants. I was one of the first to join the group, but it quickly swelled to close to eighty members. There were owners of almost every business imaginable–restaurants, yoga studios, dentists, florists, caterers, orthodontists, event planners, wineries, hair salons, chiropractors, physical therapists, breweries–all coming together to offer support and share information.

We all learned just how much our customers love us and want us to survive. The love is palpable. Diners are tipping more. Shoppers are seeking out small businesses in lieu of their normal big box stores. Customers are buying gift cards to keep money coming in. Did you hear the story about the town of Middleburg sending every one of its residents gift cards to local businesses? It’s heartwarming to see, and I’ve had more than a few happy tearful moments.

What Has Changed?

For Fantasy Floral, we are leaner, and that’s a good thing! We used to waste a lot of time and resources fulfilling small orders. There is absolutely nothing wrong with small orders, but you can get really cute, inexpensive arrangements at your local grocery store. Our specialty is the talent of our amazing designers and the quality of the flowers that we bring into the shop. Once we were operating on a skeleton crew of just Trevor (designing) and me (managing and delivering), we physically couldn’t make the same number of arrangements as before. Out of necessity, we increased the minimum price on arrangements for delivery.

In doing that, we found our floral voice. It’s exciting! While each arrangement is creatively different, there is a quality to them that has become uniquely ours over the last couple of months. We created our niche. Sometimes I get phone calls from people that we aren’t able to help, but that is another thing that has changed. We are comfortable not being all things to all people. We will focus on our signature style that is unique to us and do that very well!

What Does the Near Future Look Like?

Like the Masked Marauder! That line probably dates me, eh?

Except for Mother’s Day, the only people we have working in the shop are family members. This means if one of us comes down with the virus, all of us have to self-quarantine, and the shop will close during that time. Because of this, we are requesting that our customers wear masks when they come into the shop.

We’ve been doing no-contact deliveries and offering curbside pick-up since the middle of March. We’re learning new protocols for delivering to office buildings as the businesses around us start to open up. There are lots of new restrictions in place, and each business is different. If you are requesting an arrangement to be delivered to a business, please let us know of any special directions we should be aware of.

As of recently, many hospitals no longer accept deliveries of any kind. We always call ahead before we send our driver out, but you might check with your individual hospital before you place an order.

The one thing that hasn’t changed is that we continue to look forward to bringing joy and smiles to people, one vase at a time!

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