by Kate Shannon
Based in the seaside suburb of Sandgate in north Brisbane, Wallflower Floral Design is the brainchild of Renae Handy, florist and all-round creative lady. Wallflower has had a steady rise since it started in 2015, and Renae and her four staff are kept on their toes arranging and delivering flower orders, creating floral bouquets and installations for weddings, and being part of events and photo shoots.
How did you come to being a florist?
My parents own a wholesale nursery and I grew up surrounded by plants. My first job was putting things in pots when I was six years old, working in the nursery. So it’s in my blood, the horticultural thing.
It all really started when I did the flowers for a friend’s wedding. I cut a whole lot of sunflowers from my dad’s neighbour’s farm and just arranged them. People loved it and I really liked doing it. So I started doing flowers for friends’ weddings for free and for fun… using Woolworths flowers!
Then I thought, maybe I could make this into a business. I registered the name and created an Instagram page. I did a cert II and cert III at a flower school after I opened the business. I didn’t write a business plan; I’ve just been following the tumbleweed!
I was that person who was always chopping and changing jobs. I went to see a career counsellor and said, “Look, I don’t know what to do with my life. I want to start a café, be a real estate agent, or be a florist.”
And she said, “If you want to start a café, you need money and a business degree. You’re too nice to be a real estate agent; that whole industry will destroy you. And florists, they don’t make money so don’t be a florist.”
For so many years I tried many different things, which has meant that this business has a really solid grounding.
What does a typical day look like for you?
I go to the market on Mondays and Thursdays and pick up whatever we need for our week’s orders and for the shop. On market days, I get up at four am—so if someone wants to be a florist and she’s not a morning person, it’s not the job for her!
While I’m at the market, I’m thinking on my feet, making decisions about what is going to work. If I’m buying for a wedding, I try to imagine the bride, which colours she looks good in, and what her vision is. When I’m buying for the shop, I have to think about what’s going to look good, what’s going to sell, and what’s going to last.
If you don’t make quick decisions, the florist behind you will probably snatch up the flowers. It’s a bit of a scramble in the mornings! It can be stressful, but also fun.
At around seven am., I bring back the boxes of flowers. Then the girls and I spend time preparing them. We use tools to take the foliage off the stems, then cut the stems and put them in water. That takes a long time. We do a lot of work to ensure the flowers last as long as possible. We then do all the orders, talk to customers, and make up arrangements. We get a lot of walk-in enquiries. I also do bride consultations, so I’ll talk with brides and do up quotes. We often get stylists and photographers coming in, too.
Then we might do some deliveries and close up around four or five pm. It’s a pretty busy day.
Describe your floral philosophy. What does a Wallflower arrangement look like?
Our arrangements are whimsical, textural, eclectic, and natural. We pride ourselves on not being predictable.
Traditionally, florists are trained to have a hero flower, like a big rose or lily, then a complementary flower, a filler flower, and some greenery. That’s the basic recipe; florists have used it for so long, over and over again. I think that’s one reason I was so passionate about starting this shop—because of that recipe and tradition. Flowers are so beautiful, but because they were being presented in such a bland structure, people lost appreciation for their natural beauty. I’m passionate about showcasing flowers in their natural form.
What are the challenges of being a creative and an owner of a small business?
Some people think being a florist is a fairytale job, which sometimes it is because we do get to play with flowers. But sometimes it can be high pressure; it’s stressful to come up with something creative when you don’t have enough time.
It’s hard to be a creative and a businessperson at the same time. I’m split down the middle. There’s the voice saying, “You’ve got to protect your brand. You’ve got to make money.” But then there’s the other side saying, “Stick to your true self, do what you love.” As an artist, you’re emotionally attached, and you take time to make something beautiful, but as a businessperson, time is money… It’s such a battle.
Another challenge is to ensure my staff are happy. I want to encourage them personally and to help them find their place in Wallflowe. If my staff isn’t happy, nothing works.
In my family, my dad’s the businessman and my mum’s the creative. My dad is my business mentor. Every Thursday, we have a family dinner and I talk to him about my business challenges. He gives me great advice.
What does the future hold for you and Wallflower?
It’s important to keep learning, so I’ve got my eye on some courses I’d like to do to challenge myself.
For Wallflower, I’d like to increase the scale of the work we do, and do more installations, events, and weddings. More connections and collaborations. I want us to stretch ourselves and what we can do. It’s an exciting time.
Kate Shannon is a freelance writer based in Brisbane after many years living in Darwin. She spends a lot of her time in the garden with her two little girls, and loves writing and learning about creative people, flowers, and plants.
Photos by Renae Handy (top, middle) and Kate Shannon (bottom).Tags: brisbane, business, Creative, florist, Interview, small business
Categories: Interviews with Creative Women, Regional | Comments Off on Interview with creative women: Renae Handy, Wallflower Floral Design