Fresh Floral Subscriptions Are Going To Be Big This Year
Getting bouquets through regular fresh floral subscription services are been gaining in popularity, and it’s probably only going to keep getting bigger.
When Australian Min Yong, 35, started Beverly’s Blooms 18 months ago, she knew subscriptions would be central to her business.
“I love the idea of bringing beauty, love and calm and ultimately creating happy environments in people’s homes and businesses,” says Ms Yong, who named the company after her five-year-old daughter.
Currently a monthly service with a minimum subscription of three months, Ms Yong plans to expand to include a weekly subscription option next year. Bouquets start at $75 and can be customised. They are accompanied by a handwritten note if they are a gift. Restaurant owner Erika Masiero, 39, who got to know about Beverly’s Blooms through Instagram, has been a subscriber for more than a year and looks forward to her flowers every month. Ms Yong knows Ms Masiero loves hydrangeas and the colour yellow and tries to incorporate this hue whenever possible.
“The flowers brighten up the house and they make me smile. My kids love to smell the flowers, too.
“She arranges the flowers in beautiful ways.”
Ms Masiero has also called on Beverly’s Blooms for floral arrangements when friends have lost family members or for special events. Subscriptions account for 60 per cent of Ms Yong’s business and have a 75 per cent renewal rate. Her customers are evenly split between expatriates and Singaporeans, roughly half of whom are men who have purchased the subscriptions as a gift for their partners. The other half are men or women who want beautiful flowers for themselves or their homes.
“After having flowers in their home for half a year, people become used to seeing their beauty and feeling the positive effects on their moods, so they renew their subscriptions,” Ms Yong says.
Her personalised approach is another incentive for customers to return. The florist learns each client’s preferences in colour, style and flowers and records the bouquets sent so there are no repetitions. She also provides a Set It & Forget It service where customers can pre-book bouquets for special events and occasions.
It is a favourite not only of husbands and boyfriends, but also of women who use it to remember their good friends’ birthdays, parents’ anniversaries or important milestones. Subscribers will be contacted about a week before the special day and given a few days to think of a note, which will be handwritten on a card and delivered with the flowers.
“I want to make sure the sense of love and appreciation is there, that the recipient feels good because time and effort have been put into the flowers,” she says.
She has handwritten notes for customers in German, French and Chinese.
“The notes are just two sentences, but they can change everything.”
Published: February 23, 2018.