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Today we interview Elodie, co-founder of Flowrette, a brand dedicated to craftsmanship with dried flowers. With their 3 core values: SHARING, RESPECT and CREATIVITY, Flowrette’s florists are not just that, florists, they are artisans who put all their love and expertise into each of their creations, designed exclusively for each client. You can find them at La Maison Flowrette in Paris or in their online shop where you can find all the creations they offer: from floral decorations, bouquets, candles to handmade jewellery.
Take a look and let yourself be surprised by their creations and their environment, which we assure you is really delicate, beautiful and very special!
What is Flowrette?
Flowrette is a brand of handmade creations that was created in 2019. We made our name through creations with dried flowers, which is and will remain our DNA, but today Flowrette offers a much wider range of creations: from vases, pots, flower jewellery, candles, etc. Everything is handmade in our Parisian workshop or by our artisans and partner florists.
We define ourselves as an artisanal brand of (self-)pleasure.
How was the concept born and what was the key to success?
The idea for Flowrette was born during a trip to Thailand, where I discovered dried flowers in a colourful flower market. Thai women were creating dried flower crowns on the spot, so I decided to buy one and go back to Paris with it.
When I got home, I tried to replicate her work. At the time I was working in digital marketing and my goal was to have more meaningful, manual work. For 8 months I continued with my work and little by little I created Flowrette, selling my first creations on Etsy and then on Flowrette.com
How important is packaging in the actions you carry out?
Since I started working with Selpackaging my online shop orders have a completely different style. They are much more coherent and offer a better customer experience, as I have created custom Flowrette boxes for most of the products.
It is very important to me to offer a flawless packaging experience, as most of our orders are gifts and style and finesse are important.
Thanks to the custom boxes I have been able to create a real brand identity and have increased our customer satisfaction rate by far.
What are the details that matter the most to you when you send a Flowrette to your customers?
The presentation of the product is the most important thing.
Our creations are all handmade and I think it is important to go into detail in terms of presentation to add value to the product.
But also the safety aspect of the product. Our creations are fragile and must be very well packaged to avoid breakage or damage.
With Selfpackaging packaging I can combine style with protection for perfect packaging.
What do you think it takes to develop a digital or e-commerce project?
First of all, from my point of view, it is very important to have a solid foundation in digital marketing (SEA/SEO in particular).
Also, creating a real brand identity that customers can identify with and feel identified with. The product and the packaging are everything for the experience to be 10 out of 10 in an ecommerce because it is the only way for the customer to touch and feel the brand in their hands.
And I think the most important thing is that you are passionate about what you do, if you don’t believe in it, nobody is going to do it.