For anyone who might be reading this who is new to Shida, could you tell us about how Shida began?

Shida began as a way to bring nature and flowers into peoples’ homes. I found preserved flowers at the end of a very long project, converting an empty shop into our new home. I wanted to share my discovery of these incredibly beautiful, real flowers that are long-lasting, low-maintenance and make eye-catching home accessories.

I started Shida from my kitchen table after retraining as a florist and I took the plunge and opened my first studio just a few weeks before the March lockdown, 2020. Then followed a rollercoaster of a year; we were overwhelmed with orders until lockdown was lifted in June and I could hire my first employee. Orders grew and we moved to a bigger studio and carried on expanding our lovely team of talented florists and creatives that currently stands at 10 employees. I still struggle to keep my houseplants alive but now, every room in my home is filled with gorgeous, natural flowers and foliage that never fail to make me smile.

Wow and I’m sure lots of our customers can relate to your journey. Tell us a bit about your normal day-to-day in the Shida studio...

As Chief Creative, my role in the business varies from day to day. Working alongside our talented team, I might be consulting on designs for upcoming collections, future marketing campaigns, styling shoots or my favourite activity - sourcing beautiful new preserved and dried flowers for our latest design project or collection.

How much has the business plan varied and changed from when Shida was launched to where we are now? Has the business grown in unexpected places?

We started Shida with relatively humble expectations. It’s been an exciting path of growth and with our ever-changing goal posts and new challenges to overcome each day, our original business plan has adapted as different situations and opportunities arise even ones we can’t plan for, like the pandemic. Quite soon into starting Shida, we began to be approached by clients in the interior design, hospitality and creative industries so being able to be fluid with our plans has allowed us to grow and expand over the last year. In less than a year, we’ve moved from a home setup to a large studio and warehouse (via a small storefront) and are now working in different territories across the globe and we’ve broadened our offering to suit the current market needs.

It seems as though not letting things phase you is really the key to success... Do you have a most exciting moment at Shida Preserved Flowers over the past year?

It has been a great year for us, from growing our talented team to working on exciting projects with interesting clients, including sustainable clothing designer Lora Gene and signing with Condé Nast Johansens as their official and exclusive floristry partner. Personally, one of the most rewarding moments is receiving photos from the happy couples who have chosen Shida flowers for their weddings and celebrations. It’s really an honour to work with couples on such an important day and the whole team love nothing more!

It’s so lovely that the team gets to see where their creations go, especially to happy couples. Planning a wedding is a bit like a business plan in many ways, which do you think are the most important aspects of your business strategy that has allowed Shida to expand and thrive?

I think the most important aspect is our customers. The entire team here at Shida is customer focused, with attention and detail going into everything that we do. Although I’ve mentioned being fluid as a brand has allowed us to thrive, having one solid goal (making customers smile) doesn’t alter and keeps us all on track throughout our business journey. Trend forecasting, updating product offerings, building relationships with clients and our suppliers also feed into the expansion of Shida. Having a talented team of florists and creatives (who love what they do) has been a huge factor in our growth, and it wouldn’t have happened without them!

Many businesses have moved online this year but finding a way to reach customers in such a competitive market can be a challenge. How did you decide on the overall tone of voice for Shida and how it would resonate with customers?

As an online florist I think it’s extremely important to be relatable and show the human side of our business. We’re an independent florist with a relatively small, close-knit team and being able to showcase this online, whether it's through our selection of handmade to order flowers or our tone of voice, allows us to tap into the experience and service that customers expect from a local bricks and mortar store. Although the overall voice of Shida is mine, it’s really a combination of me with a good dash of our creative team and our wonderful employees.

What inspires Shida’s aesthetic? Which brands that you admire?

We find much of our inspiration from the interior design world alongside fashion trends and travel (when we have the opportunity again!). Helen, our Head of Design, takes inspiration from Australian flora and fauna and their modern approach to design, that our customers love.

Some personal favourites of mine are Cooee and DBKD who sell beautiful Nordic homeware which I love gazing at around my home. Kinto is another favourite with its Japanese inspired design and other brands like Hay, who take inspiration from art and architecture, and florist Greenwise Italy who practise the ancient art of Japanese Ikebana flower arranging. Inspiration comes from what you love.

What one piece of advice would you share with businesses in their first year of trade?

Spend time to develop your business strategy but be ready to adapt to the challenges and opportunities that come your way.

Can you tell us about any exciting projects coming up this year?

Yes, we’re thrilled to be partnered with Condé Nast Johansens hotels and sending our preserved and dried flower bouquets to luxury hotels all across the world so this is just the start of our partnership. We’re also been working with The Bryanston, three luxury apartments in the heart of London, on some beautiful bespoke pieces and our install is just round the corner. Our next venture is with two of our favourite Swedish homeware brands, Cooee and DBKD, and we'll be bringing a range of beautiful ceramics and glassware to the site to complement our bouquets that I can’t wait for our customers to see.