Artisanal florists aren't giving up in the face of the coronavirus
To cope with the unprecedented situation caused by the lockdown, some florists have adapted their operations to fulfill their orders and meet the demand from their regular customers. Sessile, the collective of artisan florists, has supported them in reorganizing their business model and continuing to practice their craft despite the closure of their shops. It’s a wonderful lesson in tenacity and courage that offers hope for the future.
It’s an understatement to say that Marie, the manager of Maison Marguerite in Le Mans, was taken by surprise by the closure of her store. “The early days were tough for our store: I had to put my staff on furlough, and I faced enormous supply chain challenges,” she notes. “Faced with the looming economic threat, I had to find solutions very quickly and reinvent my business.”
These supply chain challenges, Laura, founder of the store Magnolia boutique in Antibes, has also faced these challenges. “I had to scramble to find local producers I didn’t know.” However, this came with new challenges. “Whereas normally I get deliveries twice a week, I now have to go pick up my flowers on a day-to-day basis.”
So for Laura, there’s no break. “It’s a real marathon,” she sighs. The Antibes florist had to get organized so she could keep making deliveries. “My workshop is my garden table, and I make the deliveries myself.” “When I’m not putting together my bouquets, I also have to stay in touch to show that I’m still working—especially on social media.”
Yet demand is still very much there. ““I think that in these difficult times, people need to show each other that they’re thinking of one another, that they love one another. Flowers are a good way to break up the monotony of lockdown,” Marie says. “We can tell that people are looking to buy from local florists; very often, they find us on the websites set up by municipalities to list local businesses,” adds Laura from Magnolia.
I find my bouquet of flowers
Taking Orders by Phone and Online Sales
““We had to show our customers at all costs that we were still there for them,” recalls Marie from Maison Marguerite. “I started by taking orders over the phone, then I updated my online store—which I’d created with Sessile—by putting together special bouquets based on available inventory.”
After just one week, this small success is more than I could have hoped for. “I had to stop taking new orders very quickly so I could fulfill the ones I’d already received. This week, I sold 30 bouquets online alone—that’s very encouraging.” The florist hopes to soon be able to offer more bouquets through her online store. “In the next few days, if all goes well, I should be able to offer peonies,” she smiles.
The same is true in Antibes. “Luckily, I planned ahead by launching my online store back in November,,” Laura says with relief. “Today, online sales allow me to keep working even though my store is closed”.”
Balancing support from loyal customers with the acquisition of new customers
Despite the complexity of the situation, customers havebeenquick to show their support.“I was very surprised by the support we’ve received from our regular customers. Whether it’s on social media, over the phone, or through orders placed on our online store, their trust gives us the motivation and courage to keep going.”
Laura’s customers, on the other hand, aren’t always comfortable with the Internet.“With online sales, it’s not so much my usual customers that I’m reaching, but rather new people who are looking for flowers in the area.” The florist points out that this experience has at least allowed her to reach new customers.
As for delivery, every precaution is taken to prevent the spread of the virus.“I don’t have direct contact with the delivery person who works with me; I leave the bouquets on a table so he can pick them up. Similarly, he leaves the bouquet on the doorstep before ringing the doorbell, then keeps his distance,” explains Marie.“Sometimes I make the deliveries myself, but in that case, I never go out without my mask!”
Preparing for the lifting of lockdown restrictions… and beyond
Marie remains cautious about the easing of lockdown restrictions: “I think it will happen in two phases; in any case, I can’t really see people rushing into stores as soon as things reopen.” That’s why it’s important to get her customers used to other ways of buying flowers.“In any case, the fact that I’m still receiving orders is a very encouraging sign for the future, and Sessile has been a great help to me in this process,”she adds.
In any case, Marie and Laura’s example offers hope for the future: if stakeholders in the horticultural sector join forces, it is possible to preserve the role of local shops in the shopping habits of the French. The digitization of retail—accelerated by store closures—could thus allow shop owners to view their business from a new perspective. This, in any case, is the approach taken by the Sessile collective, which aims to facilitate connections among players in the French flower industry, notably by offering florists the opportunity to source directly from producers through a dedicated interface, Sessile Pro.“Perhaps this crisis is an opportunity to source more from French producers,”says Marie.
“This is a new opportunity for us, and we absolutely must not miss the boat. And everyone has a role to play!” Marie concludes.
Are you a florist, grower, or a member of the horticultural industry? Join the Sessile collective and help us preserve the role of local businesses!
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.
