Week Six.
As I head into week six of delivering flowers all over Nantucket, I want to pause and talk to you about what this whole process has been like for me. Ironically, my love affair with flowers bloomed from a place of deep grief and loss. Two years ago in search of reprieve from a divorce that I didn’t see coming, I landed on this island, started a business, and trusted (meh, okay - I doubted it at the time) that I could be an entrepreneur.
I built Hafsa and Co. off of a feeling. There was no logic, no training, no handbook. When I look back on that time, I realize I had a single ember left inside me - well on its way to being extinguished if I didn’t wholeheartedly pursue this feeling, I had to try. I took a risk when I launched H&Co because weddings occupy a large faction of the floral industry, which is exactly what I knew I didn't want to do. I had already been immersed in that world for a long time - both as a planner, and as a floral designer. I didn’t love it. I wanted to focus on large installations and on connecting with people through experiences. That is what made me happy. But how to do it...? How to turn that joy into a salable business was unknown - and even somewhat scary.
I started small...and on shaky ground. I only wanted to take on projects that excited me, that spurred my passion, that made me feel connected to my work on a deeper level. This sometimes meant turning away projects that were sure to be lucrative - simply because they didn't feel right. So many people told me I was crazy for this, and they were probably right. Still, I listened to my gut, and to my heart. I tailored my entire business model towards working with businesses and fellow entrepreneurs to create large floral installations that helped bring their personalities to life, and helped give their businesses an identity. I focused on building human connections by hosting engaging workshops and delightful floral pop-ups. It's been a little over a year since the birth of my small business and I’m SO blessed to have had the opportunity to work with many different businesses doing what I truly LOVE and nothing less.
Six weeks ago, I watched all forms of my income stop. Businesses closed, and all around me, fear took the place of joy. My clients - past, present and future - had to regroup and re-strategize to adapt to the uncertain season ahead, and I lost six months worth of income in the blink of an eye. I would be lying to you if I told you I wasn’t completely paralyzed by this. Like so many others, I wasn’t prepared for it. I didn't get to say goodbye to the dreams I was building, I didn't get to grieve my lost projects; I just had to survive.
I knew I had to adapt to this new set of circumstances - because the alternative was giving up. This simply was not an option; I couldn't give up on this thing I've worked SO hard to build. I started to offer $50 designer bouquets, including contactless delivery on Nantucket. I never in a million years thought I would be doing “retail floristry”. In the early days of COVID, I connected with a fellow florist who lives on the Cape. She offered to pick up my flowers for me when she was picking up her own, and put them on the boat for me as her shop is close by. The freight charge on the boat is significantly less expensive than shipping costs. This was huge for me as it saved me so much money, which is partially why I'm able to keep the costs of these bouquets so low. Over the past six weeks, she has done everything for me from hand-selecting blooms to putting small thoughtful gifts like donuts, sage, and candles in my flower boxes. She's been a true flower angel and I can’t even begin to express my gratitude for her.
By the time the flowers reach their new homes, I’ve spent countless hours planning, sourcing, cleaning, conditioning, arranging, and transporting each individual stem. I do this in my kitchen at home, safely and using the highest sanitary precautions. Each vase is sanitized before delivery and I’m never without a mask and gloves when I touch anything that will end up in someone’s home. That’s my new normal.
Our floral industry as a whole is suffering. Farms are closing and throwing away insane amounts of beautiful products they’ve worked their asses off to grow. Wholesalers around the world have been shut down. Weddings are being cancelled through August, and wedding and event florists are taking massive financial blows. Florists are working harder than ever to source products and keep small businesses alive - which in turn keep this industry alive. This is why the flowers that come to your door are sourced from local farms and local businesses who are fighting, like I am, to get through this.
As hard as it’s been, it’s also been equally gratifying. I’ve never worked harder to bring flowers to anyone in my life and at the same time, I’ve never wanted it more. I've personally handwritten notes to others' loved ones on my clients behalf. Reading their messages of comfort, sadness, joy, and love has only compounded my desire and my determination to keep going. Flowers bring hope, they bring joy, they bring LIGHT into people’s lives and I get to be the conduit that brings them to you. That is a privilege and an honor, and I won’t stop because it’s hard. I promise you that.
I’ve had so many of these thoughts churning around in my head and in my heart for the last few weeks. I'm anxious about the future - just like so many others - so I must continue to remain in the present, surrounded by flowers and by the people who have supported me - and continue to support me - with every single order.
Thank you from the bottom of my heart to everyone who has placed an order during these hard times, to everyone who put fear aside and opened their doors (well, doorsteps) to receive these orders. Thank you to my vendors for having the same determination I've struggled to hold onto so that we can continue to spread beaut. I owe it to each of you to do the same and I promise I’ll have the strength to keep going - as long as you will too.
xo H
