Welcome to this month’s blog of 1-2-1 sessions with our members. This is an opportunity to expand on a member’s profile and give some personal insight into what they do and why.

This month is Dianne Axe of Westerly Flower Designs – a studio based florist based in Hockley. Dianne provides a bespoke service for funerals, weddings and special occasions; as well as provides classes on floristry.

Dianne worked primarily in admin but around ten years ago decided on a change and to embrace her creative side. She took evening classes and gained a City & Guilds qualification in floristry and started working part time as a florist before going full time in 2019.

“I’d always been a bit creative and focussed on design in whatever I did,” says Dianne. “When I was thinking about a change in career it just naturally transitioned to working with flowers. I work with individuals and other florists. My work can be a single bouquet to a full wedding either directly or working with another florist if the job is a big one.”

There’s lots of florists in the High Street, why is Dianne different?

“I’m studio based – I don’t have a shop – which helps with overheads, but also means I don’t carry a large stock or buy in bulk. This means that what I buy is fresh and will give the customer a longer lasting bouquet.”

Dianne continues, “I discuss the needs of the client and then will go to wholesalers to get what’s needed a day or two before. Most of my work comes from funerals or weddings where we have time to prepare but I can fulfil last minute requests. We tend to get those in the run up to St Valentine’s Day or Mothering Sunday and so from experience I know to have a little bit extra in stock then.” After a little smile Dianne adds, “One year, I ‘saved the day’ by getting some Valentine’s flowers sorted when an online retailer had failed to deliver.”

Dianne, like other independent florists, finds her main competition to be online or supermarkets. “Naturally, it is convenient to order online and Interflora is useful,” Dianne says. “It does bring some business but it’s not that profitable for the florist and can be restrictive in what you can provide. You’re better off really going direct if you can. I would also recommend talking to me if you need to get flowers for someone in another part of the country. There’s a wide network of contacts I’ve built up and can often recommend someone – then you can go to them direct and support a local/small business rather than a big online company.”

What about supermarkets? You’re out shopping anyway so why not pick up a bouquet at the check-out?

“Supermarkets tend to bulk buy and can sell them at a loss due to being large companies – the flowers get effectively subsidised by other products,” counters Dianne. “Quality is an issue too – many flowers die soon after you get them home from the supermarket. So, whilst it may cost a little more to come to an independent florist you are getting a higher quality and personal service.”

Dianne’s business is not just about providing flowers but she enjoys teaching as well. Classes are held all year round but her Christmas workshops prove popular. Dianne adds, “The classes are a small group and, over a couple of hours, I guide them through the basics. People love to have a wreath they’ve made themselves up at Christmas, to show to their friends and neighbours. I suppose it could mean some go off and do it themselves, but many in my classes say they didn’t realise how hard it can be – and they then truly value the service a florist provides.”

If you want a personal, dedicated and quality florist, or need to know a good one elsewhere, give Dianne a call.