MEET THE MAKER
We chat with Jane - florist & creative behind Jane Smith Floral Design.
“My passion for beautiful flowers stems from my amazing mama. I grew up watching her create incredible floral arrangements for friends and family who were celebrating special milestones. She wasn't a trained florist, just an incredibly resourceful woman, with a creative can-do attitude who made magic happen from our family home. Witnessing the beauty and joy she created from her floral work has undoubtedly had a lasting impression on me.”
Photography by Irene Maton & Kimberly Rich
Can you explain your work and what you do/make?
I am a florist - mostly self taught but also learnt a lot from my mum who is also a florist and keen gardener. I specialise in dried flowers and custom name wreaths - uniquely designed and made for each individual customer. I have an online store where I sell my dried arrangements and I also do fresh flowers for events, mostly weddings.
Tell us more about the business. How did it start?
It all started when I was on maternity leave with my first daughter. She was born in Brisbane and at the time we lived opposite a florist and dried flowers were starting to trend (again), I bought a few supplies from the florist and made my first dried flower wreath which I gifted to a friend for christmas. She loved it so I made a few more as gifts. We then moved back home to NZ and I started being more active on social media and getting more orders. Then I had the idea to combine my industrial design background with my floral creativity and started making the personalised name wreaths. Then covid hit and the facebook page Chooice was started, I posted my wreaths on there and had an influx of enquiries within minutes! This prompted me to create a website to market my products and services and manage orders and things have grown from there…
Where do you find your creative inspiration?
I spend waaaaay too much time scrolling instagram! But I actually love following creatives in other industries for inspiration, some that instantly come to mind are @kellythompsoncreative @jasminedowling @cj_hendry @houndstooth_interiors also nature itself is pretty inspiring, I love just taking a walk around the garden or going for a walk along the lake both for visual inspiration and also mental clarity which in turn makes space for creativity.
How important is it for small businesses to lift each other up and what does that mean to you?
SO important! I am all about collaboration over competition and I truly believe there is room for everyone to succeed. There is enough business and customers and money to go around. I’m not into gatekeeping industry knowledge, especially as a creative - give two florists the same ingredients and they will create two different arrangements because we all have our own styles. Just like two painters can look at the same landscape and paint it differently. There’s no need to feel threatened by others if you are confident in your own uniqueness. And lifting others up benefits everyone in the end.
What is the most important message you want to send out to others thinking about starting a business?
Build your network and ask for help when you need it. Don’t try to be the expert at everything, know your strengths and stick to them and ask for help or outsource the rest. And I know that sounds scary when you’re starting up and you might not have the money to spend on outsourcing but that’s where you lean on your network and those relationships you have built and people will usually be willing to help because what goes around comes around.
Do you have any daily rituals?
Hot water with lemon first thing, every morning…that’s about the only thing i’m truly consistent with haha. I would like to say exercise because I love it and I always feel better when I start my day with a workout or a walk (far more for the mental benefits than the physical) but it’s been harrrrrd to keep that routine through the cold winter.
What art inspires you?
I’m pretty obsessed with CJ Hendry, I love everything she does. I love how it starts with an idea and a drawing and then develops into these huge immersive and experiential art exhibitions. I think flowers do that in a way too, they create, or at least add to an experience, like a wedding, you can totally transform the feeling and experience of the day through flowers.
Top 3 fave small businesses?
Oof how do I choose?!
Love @hollyhowejewellery
Big fan of @goodwinceramics
@19sixty6 are honestly, magic makers!
Where can we see more of you?
I spend most of my time on instagram @janesmith_floraldesign, also on FB @ljane.smithl, my website is www.janesmith.co.nz showcasing al my products and services, and if you scroll to the bottom of the homepage there you can sign up for my “monthly” (in parentheses cause it’s more like every once in a while) newsletter where I share what I’ve been up to behind the scenes, practical flower tips and exciting product features.
