In this Team Flower Business Model Highlight, we're featuring Mandy Herron of Flower and Forged Farms, a small flower farm offering a subscription service of uniquely designed bouquets. Flower and Forged can be found online at www.flowerandforgedfarms.com You can find updates on their Instagram at @flowerandforgedfarms.

Who do you serve in your floral business?

Our primary customers are those living in our small town—men and women looking for uniquely designed, locally grown flowers.

When I first set out, I wanted to sell only to local florists. I quickly found that option wasn't the best fit for how I wanted to run this business. It was not going to prove profitable in my first year.

I had a small goal of paying for half of our daughter's preschool tuition and still have enough to roll into expenses and next year's investment.

I was able to meet that goal with careful budgeting and thinking outside the traditional box.

What is your most popular product or service?

My most popular product is what I call “Porch Petals,” a subscription service created during the height of the pandemic. Due to no longer being face-to-face with my wonderful customers, I left paper-wrapped, European-style bouquets on their front porches. It was a unique way to spread flower joy to others during such an unprecedented time.

This service also surprisingly produced an awareness of my own self-care and purpose. There is such a need for that in times of uncertainty—and especially when operating a business.

Do you work with a team?

I am primarily a one-woman show, balancing being a stay-at-home mom, renovating our 1930s farmhouse, and expanding our flower farm with my husband, Thomas. I am so blessed that he helps me out when possible, but it's mainly just me when it comes to the daily in and outs.

What makes your business model unique in your area?

The point of having a business is hopefully to make money doing what you love. I love flowers. I love the joy they bring.

I did not necessarily set out to be a "florist" and certainly never saw myself pivoting in such a way. However, I quickly realized there was a need that wasn't being met.

People were interested and quickly discovered my flowers were unique and ended up lasting longer. Everything is picked within 24 hours, and it's arranged and delivered with care and creativity.

What are you known for? Why and when do customers come to you?

In general, I believe I am known for long-lasting creative designs and have a passion for locally grown, never imported flowers. Nothing is ever boring, predictable, or expected.

Education is also a major factor for my business, and I am so excited to find more opportunities to create and love people through flowers. As I expand into my second growing season and transition to our farm expansion, I hope to offer more educational opportunities to my area customers. This may look like special evenings on the farm, workshops, and partnerships with other area professionals.

What problem do you solve? How do you solve it?

Above all, people need to be loved.

While I can't possibly love everyone in a personal way, I can create something from seed that expresses love, beauty, and creativity.

I do not believe flowers are just plants. I think they are designed with a purpose in telling us that we are not alone and, ultimately, that we are loved.

So, it is my job to help convey my clients' expressed emotions correctly.

I also believe it's my job to educate. As a farmer-florist, I instruct my customers on how to care for their bouquets as well as talk about what makes for a healthy plant.

I try to educate about how much care, time, and love is put into each crop I grow. This has helped some of my customers become better gardeners or take a chance on getting outside for themselves.