Talia Boone Postal Petals Turning My Lockdown Hobby into a Booming Business

Talia Boone Postal Petals Turning My Lockdown Hobby into a Booming Business

Two months into Covid lockdown in 2020, I found myself working from home in my apartment, stressed, bored and slowly slipping into depression. Like many others, I missed seeing coworkers every day and going ou twith friends and family. Also like many others, I missed my active, outdoorsy Los Angeles lifestyle of hiking, beach-going, and communing with nature. The lack of social interaction and the lack of fresh air werewearing on me and I was in strong need of some self-care. Luckily for me, I have a go-to hobby for such times. I was first introduced to flower arranging several years ago. From my first attempt at designing and arranging a bouquet, I fell in love with the process. Flower arranging is extremely calming and relaxing. It’s almost a form of meditation
and it helps me decompress and quiet my mind. Flower arranging is a kind of
creative expression, an art therapy, and a way of connecting with nature—all at the same time. Unfortunately, all the flower markets in Los Angeles were shut down at the time and there was no telling when they woulreopen. In mid-2020, I had no source for finding fresh flowers in any major American city. There are online services that deliver finished floral bouquets to your home, but that defeated my purpose. I became determined to get my hands on some fresh, loose flowers. My search led me to a flower wholesaler who ships large volumes
of flowers to clients like florists and event and wedding planners worldwide.
Feeling like this was my last hope, I cold called him to try and convince him to reduce his minimums and ship me a small order of flowers that I could
arrange at home. The answer was a hard “no,” but the wholesaler was generous enough to explain the systems of the floral industry to me. I began to understand supply chain issues making it so difficult for me to find loose flowers. By the end of our two-hour call, my mind was spinning. I realized that what I wanted didn’t exist in the marketplace, thus creating an entrepreneurial opportunity. If I couldn’t find fresh flowers in a city like Los Angeles, there must be hundreds of thousands of other hobbyist flower arrangers across the country with the same problem. I immediately went to work putting together a wireframe for what a fresh flower delivery service could look like. That was in May 2020. By late July, I had launched Postal Petals in beta with nearly 20 domestic flower farm partners signed up to ship for us. In the two years since, the company has grown exponentially. Today, we’re shipping flowers all across the United States. I have a background in public relations and I understand the value of good publicity, so I made it a priority for the media to be aware of Postal Petals. Many
major magazines wrote about us in our first year and it really helped us get the
word out about our service and helped find our customer base. We also relied on social media, giveaways, promotions, and events to introduce more and more people to Postal Petals. Collaborations with other small business owners are especially key. I make it a point to collaborate and present events with like-minded entrepreneurs—people who are concerned with similar causes and people who reach similar audiences to mine. It’s an easy and efficient way to get
your brand in front of other markets. The future for Postal Petals looks bright. I’m hoping to expand to serve corporate clients, as well as individuals at home. I’m strongly believe flower arranging increases focus and mindfulness; and it’s a great de-stressing activity of or the workplace. Some companies are offering their employees in-office wellness classes like yoga, meditation, and art therapy. They should be offering flower arranging the same way. In addition to being a flower delivery service, I consider Postal Petals to be a multi-touchpoint self-care and wellness brand that, through online workshops and events, teaches consumers how to use flower arranging for improved focus and calming. I have many incredible plans for this company, including community-building enterprises, tech enhancements, and other lifestyle integrations. I hope to not
even recognize this company ten years from now. TALIA BOONE is the founder and CEO of Postal Petals. Learn more
at www.postalpetals.com.

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