Coronavirus: The Daily Lives of Artisans and Florists Turned Upside Down
Artisan florists are facing an unprecedented situation: due to the coronavirus pandemic, they have been forced to close their shops. This is an untenable situation for most of them, as their businesses have come to a screeching halt. We spoke with florists who described their daily lives since the lockdown began and the visible consequences of this unprecedented situation.
Édouard Philippe’s announcement on March 14 came as a bolt from the blue: all non-essential businesses are required to close their doors to the public in order to limit the spread of the virus, including flower shops. Since that decision, the entire flower industry has come to a standstill—from production to retail, including the supply chain.
Yet nature was beginning to come back to life, as Yan, a florist in Paris and founder of Boya Fleurs in the 6th arrondissement, points out. ““This news comes at the worst possible time, just as spring is arriving and most flowers are starting to bloom”. Beyond the store closures, it’s the fate of the inventory that sends a chill down the spine. “We’ve been forced to throw a lot of flowers in the trash, like tulips, for example. And we’re afraid we’ll have to do the same with the peonies that are starting to bloom” emphasizes the florist, who makes no secret of her distress. Faced with this exceptional situation, last-minute clearance sales have become a priority: “I contacted all my regular customers to give them the flowers I had in stock—I had no other choice.”
The reality is just as stark for Cédric, the florist and founder of Paradoxe in Sucy-en-Brie. Between deliveries to sell off the remaining houseplants, he paints a grim picture of the situation: “Times are tough—there’s no denying it.” It’s a major blow for this florist, who had just opened a second shop in Paris: “We were forced to close the shop the very next day after opening—it’s a real disappointment.” Cédric had to figure out how to sell off the inventory from both of his stores. “We mainly used social media and our online store to avoid having to throw anything away. Of course, we covered the shipping costs ourselves.” The situation is urgent, because houseplants—which need light to survive—wouldn’t last until the end of the lockdown.
I find my bouquet of flowers
Disastrous economic consequences for local businesses
The economic consequences for florists are dire. Faced with the uncertainty of the situation, Cédric had to put his staff on short-time work. Like many local businesses, independent florists are struggling to see a positive outcome to the lockdown.
Demand, however, remains strong. “During this time of lockdown, many people want to brighten up their homes with flowers,” says Xavier, a floral designer atA fleur et à Mesure in Paris. “Unfortunately, we currently have no guarantee that we can make deliveries under acceptable health and safety conditions: delivery drivers must be protected!” To avoid having to throw away his tulips, it’s a real race against the clock. “I’ve even delivered them myself—it’s the only way to avoid wasting them.”
Despite the negative impact on business, reason takes precedence. “Of course, it’s a tough blow for us to have to close,” Yan notes, “but we have to be reasonable and make health our priority.”
Faced with an unusual situation, a daily life to reinvent
Even during the shutdown, however, giving up is out of the question. Florists are keeping themselves busy as best they can.“Personally, I regularly decorate my home, because being in lockdown calls for a space filled with flowers to help me breathe.” Yan is also taking this time to do her bookkeeping, organize her online store, and post photos regularly on social media.“It’s another way to bring a little color into life,”she says, putting things into perspective.
Fabrice, a florist at the Acanthus shop, is trying to look on the bright side.“I know the situation is tough for everyone. To keep going, you have to look to the future with a positive outlook.” To keep from getting overwhelmed, you have to focus on the tangible.“I just moved recently, so I’m taking the opportunity to decorate my new place. I’m also trying to take a breather, because for a florist, it’s rare to be able to take a vacation!” he smiles.
Looking to the Future to Keep Going
Florists often find themselves looking toward the big-box stores.“It’s unfair competition that they’re still able to sell flowers. Local shop owners don’t have the resources to compete under these circumstances,” Cédricpoints out . Yan echoes this sentiment:“Today, the entire horticultural industry is under threat, even the parts least visible to the public.”
However, demand for flowers remains strong among most florists’ regular customers, with whom they stay in touch.“If we can ensure safe delivery—since we’re still seeing just as much demand—we could continue working, while taking precautions, of course,” suggests Xavier.
To plan for the future, many are looking to turn to online sales.“It was thanks to social media and my website that I was able to sell off my inventory,”recalls Cédric. For Yan, this is an opportunity to think differently:“This is a chance for all professionals in the plant industry to consider alternative business models and new ways of consuming flowers.”
It was Cédric who finally found the right words: “Looking ahead, we need to communicate—constantly communicate—about what we’re going through right now and how we’re ready to adapt. Local businesses also have a case to make.” In this regard, online sales can play a strategic role and allow florists to see the light at the end of the tunnel. In the meantime, we must hope that the situation doesn’t drag on, and follow government guidelines to slow the spread of the epidemic.
Nevertheless, this situation may present an opportunity for all stakeholders in the industry to rethink new uses and consumption patterns—from production to in-store sales—and to show solidarity in order to overcome this unprecedented crisis. And to look forward to a brighter future.
Who are we?
Sessile champions the independence of artisan florists online. Founded in 2019 by six friends, Sessile brings together 500 florists committed to transforming the industry and enables flower delivery throughout France, Belgium, and Luxembourg. By breaking away from the traditional online catalog model, the network highlights each florist’s expertise and helps keep the art of floristry alive. Florists can pursue their passion and create more creative bouquets because they have greater freedom to offer seasonal flowers and, whenever possible, locally sourced flowers.
