Business Model Highlight: Multi-Six-Figure Wedding Floral Design
In this Team Flower Business Model Highlight, we're featuring Gwen Floral Co, a multi-six-figure wedding florist offering wildly romantic design for their clients in Australia. Gwen Floral Co can be found online at www.gwenfloralco.com or on social media @gwenfloralco. The founder, Sarah Luthy, shares more of her story and some creative business education at www.sarahluthy.com and is on Instagram @sarahluthy.
Who do you serve?
Gwen Floral Co serves engaged couples in South-East Queensland of Australia, specialising in wildly romantic floral design for weddings.
What is your most popular product or service?
We have built our brand on being a premium wedding floral design company, so the majority of our sales come from our full-service wedding bookings. We also generate income from renting candles and other decor, as well as hosting flower crown workshops for private events.
Do you work with a team?
I couldn’t do what I do without my helpers! Our team is small but mighty. We have a trusty team of freelance floral designers who assist with the preparation, design, and setup. I have plans to continue building this team and bringing someone into a more permanent position as my assistant floral designer(s). I also work with other contractors, such as a bookkeeper and social media manager, who save me tonnes of time every week!
What makes your business model unique in your area?
Simply put: I’ve built my multi-six-figure premium wedding business from the ground up, from my dirty old garage. We’re a humble business. We work in a modest space, we have a humble team, yet we can still fulfill luxury weddings through our eye for design, organised planning, and wonderful customer service.
Lauren Olivia Photography
What are you known for? Why and when do customers come to you?
We are known for our unique, romantic, and high-quality design—our clients come to us because we are the best, not because we are the cheapest. I love being able to connect with our clients in a personal way and pride myself on excellent communication and service.
What problem do you solve for your customers? How do you solve it?
We bring the European-inspired gardenesque style to Australian weddings (specifically South-East Queensland). We love to create wildly romantic, whimsical, ethereal designs to enhance the life and beauty of a couple’s most special days.
Chasing Moments Photography
While we pride ourselves on the quality of our floral design, what is equally as important to us is how we make our clients feel. Our goal is to make this part of the planning process feel fun, smooth, and easy by unpacking their vision, providing helpful suggestions, and always aiming to provide the amazing communication and service that they deserve. We are a small team that allows us to show up for our clients, and we take on limited bookings each year and have minimum spends to ensure the highest quality service and design. We’ve learnt that you don’t need to have the biggest team or the biggest studio to still be a leading business that gets to create extraordinary floral magic, wonderful connections with clients and vendors, and a healthy profit.
