The Floret Effect: lessons in building a fan-centric business

Planting the seeds: the Floret Phenomenon

Imagine a business with fans so passionate they set alarms to buy your latest product, travel across continents to attend your workshops, and eagerly share your every social media post. Sounds like a fairy tale?

Welcome to the world of Floret Flowers.

From the Skagit Valley in Washington State, Erin and Chris Benzakein have cultivated a global community of devoted fans. Floret Flowers, their small family run farm-turned-floral empire, has become world-renowned through their books, courses and online storytelling. Their business success offers lessons for entrepreneurs in any field. 

The Floret effect: more than just pretty flowers

Floret’s secret to business growth? They don’t just sell seeds and tools, they cultivate dreams. 

Telling their story and sharing knowledge generously with stunning photographs and personal connection is not just a showcase for their farm. They’ve created a community where flower lovers and dreamers can feel invited into their world. 

For Floret Flower founder Erin, her work is more than just pretty flowers. Deep down Erin is motivated to show the floral industry that you don’t need to be big or exclusive to have a massive impact. 

Standing up for openness, collaboration and community is Floret’s superpower. She is a true Floral Upstart!

With every venture, Floret isn’t just building a future for their business but championing the seasonal flower industry and enabling home gardeners to grow their own flowers. From supplying seeds not previously available to smaller scale flower farmers to breeding new plants that meet the needs of floral designers.

They are pioneers in the world of flowers, not afraid to lead the way.

The Floret frenzy: when fans fuel your business

When Floret ventured into plant breeding with their Floret Originals seed line, they took a leap that required years of development, hefty investment and a large dose of faith. But they didn’t jump alone; they brought their fans along for the ride.

So when Floret launched Floret Original seeds it sparked a frenzy that would make any business owner's heart race. Fans worldwide set alarms, coordinated with friends across continents and happily paid premium prices to be part of the Floret experience. 

As a flower grower myself, I’ll admit to a serious case of floret seed fever. My only regret? Not being able to buy more so I can help my own community experience the Floret effect.

There’s a thrill to being part of something special that’s full of promise. Floret has mastered the art of creating this feeling for its fans. 

Balancing passion and profit

Some might argue that such romanticism has no place in business.

But show me a successful entrepreneur who isn't at least partly fueled by a dream. Even if the thrill comes from the challenge and chase of building a business, there’s always a spark of passion at the core. 

The Floret effect reminds us that business can be both profitable and joy-inducing. It’s about creating something that so deeply resonates with people that they can’t help but become your champions and pay a premium for what you have on offer.

Lessons from Floret: what every floral business owner can learn

1. Find your unique point of view: Floret stood out by championing seasonal, locally-grown flowers when others weren't. What's your business's distinctive point of view on flowers and the world of flowers?

2. Cultivate community: Floret's fans feel like part of a flower family. How can you make your customers feel like they belong?

3. Embrace transparency: Floret shares their struggles and successes. How can you be more open about your journey?

4. Take calculated risks: Floret's venture into breeding was bold but not reckless. What's your next big, calculated risk?

5. Sell experiences, not just products: Floret sells the joy of growing and floral design, not just seeds. What experience are you really offering?

6. Master the art of storytelling: Floret's narrative is as captivating as their flowers. What's your business's story?

So, as you tend to your own floral business, remember: with the right blend of passion, innovation, and community-building, you too can cultivate a thriving patch of devoted fans. Who knows? You might just start your own flowering revolution.

Now, if you'll excuse me, I have some Floret seeds to grow. After all, you can never have too many flowers – or too many dreams. Right?!

Written by: Julie Treanor: Owner of The Pickery and co-creator of The Floral Business Activator who is a not so secret fangirl of Erin Benzakein for her business leadership prowess.

Follow Julie on Instagram @thepickery