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April 21, 2020
Today I’m continuing our UNIQUE BRANDS WE LOVE series which focuses on different businesses that has done a great job of differentiating itself in their market, making their unique selling point very clear to their customers. I believe that doing this is a key component in making your business a success.
This week I wanted to talk about a florist that is local to me- Bloom of the Block. Leyla, the Founder is an experienced Stylist, previously working at the brilliant Conran Shop. She has a great eye for statement, directional flower displays but keeps it commercial, meaning it still appeals to a broader market. Her company name and branding is strong, modern and bold and she takes great photos (on her phone) which means her imagery always pops on her socials.
She started selling in Walthamstow a few years ago when the choice for buying flowers here was very limited. She started slow but steady, getting a stall at a weekend market, whilst still doing her day job, trying a limited number of bouquets each week to test demand and taste whilst minimising wastage.
Leyla started doing floristry for larger scale events too and was working out of her home until she outgrew this, which is when she decided to get a shop that could double up as a studio for events and a retail space too- a quirky, ex-funeral parlour with beautiful, original features still in place.
She's increased her customer reach by partnering with @floomoffical, a marketplace for people to order bouquets for delivery from local artisan florists in one centralised place, even featuring in one of their campaigns on billboards throughout London. She also runs events where people can try their hand at floristry and has collaborated with local brands such as BINA BAMBA to mutually help raise awareness.
I love how Leyla has created a strong, established brand building it up slowly and surely to the success it is today. Her store is obviously currently closed during lockdown but if you are local to E17, Leyla is offering offering contactless delivery during this time once a week with 50% of delivery fees going to the NHS- check out her Instagram for more details.
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