"Overcoming these challenges and learning how to navigate them makes you such a strong business person" with Adri Smith

I chatted with entrepreneur and florist Adri Smith and here’s what she had to say about her entrepreneurial journey.

Can you tell our readers about your background?  

I started Moss Floral Design in 2012.  Prior to that, I was an elementary school teacher and taught for seven years. I had no idea that I would jump into the floral industry, but after I went through the wedding planning process for my own wedding, I realized how much I loved the floral component of it all. I started dabbling in floral design. I taught myself by watching videos and studying photographs of floral arrangements. I continued to teach for about 3 years after starting my business. During the last year, we had weddings almost every weekend in the Spring and Fall, so I knew it was time to transition fully into my new career!

What inspired you to start your business?  

After working with the florist for my own wedding, I was inspired to start Moss Floral Design.  She provided such a great experience and walked me through each step with patience and an open ear. I really felt that she was trying to grasp what I was envisioning. I wanted to provide that same experience to my clients. Having my eyes opened to such gorgeous flowers helped to inspire me as well!

Where is your business based?  

I am based in Fort Worth, TX, but we do travel for destination weddings. 

How did you start your business? What were the first steps you took?

I sort of jumped in with both feet.  I was still teaching, but I decided that I wanted to start my own wedding floral business. I called the office down in Austin to get my resale certificate and set up my sole proprietorship. I then called our local wholesaler who was recommended by my wedding florist to set up my floral account. It was all very much “learn as you go.” I didn’t have a business plan (although I highly recommend having one), and I didn’t have experience (I recommend having that too!), so it was a slow start.  Things didn’t start taking off until about three years into my business. 

What has been the most effective way of raising awareness for your business?

I think building relationships is a key component.  I believe that most planners like to have a few florists who they work together well with, and it’s important to cultivate those relationships. Establishing a brand is very important so that you can leave a strong first impression when you are reaching out to clients and vendors. 

What have been your biggest challenges and how did you overcome them?  

There have been so many challenges!  I feel like when you own a small business, you are presented with all of the facets of how a business works -- attracting the right client, pleasing your clients, building and sustaining business relationships, budgeting, accounting, marketing...the list goes on and on!  But overcoming these challenges and learning how to navigate them makes you such a strong business person! I feel like I could teach a business college course even though I don’t have a business degree!

How do you stay focused?

That is a great question.  I am a procrastinator by nature, but I learned early on this wasn’t sustainable. So I try to make a to-do list each week and stick with it. I also use a daily calendar and that helps too!

How do you differentiate your business from the competition?

That’s the million-dollar question!  I work really hard to differentiate my brand from competitors.  There are so many amazing wedding florists in our area (which is great for the brides!) I knew early on what kind of floral designs I wanted to offer, and the look that I wanted to achieve. I’ve stuck to that vision for the past few years and fine-tuned my product to the exact “look” that I want. It’s easy to get caught up on Instagram and see what other amazing designers are doing, and then fall into the self-comparison trap. I try to stay focused on my design style and the look that I want to achieve to attract clients with the same vision.

What has been your most effective marketing strategy to grow your business?

I reached out to vendors I wanted to work with, such as photographers and wedding planners to say, “Hello, let’s do a project together,” and this really helped me grow my network early on. By meeting and working with vendors that were putting out the type of work that I wanted to be doing, they were able to, “lift me up,” in a sense, and show me how they style brides, flowers, and so much more.  

What's your best piece of advice for aspiring and new entrepreneurs?

I would say to learn everything you can about your craft and the business that goes along with it so that you are the best you can be. I am an all or nothing type of person, so I wanted to be the absolute best florist that I could be, and didn’t let anything stop me. I think if you put your “all” into learning how to perfect your craft, then the work will follow! 

What's your favorite app, blog, and book? Why?

Favorite App- Planoly (it helps me plan my Instagram feed so that it’s cohesive).  Favorite blog- don’t think I have one. Favorite book - I love to read and have like seven books that I have started and have yet to finish, so I need to make more time for reading!  The last book I read was, “Fire and Blood,” the prequel to Game of Thrones, and I absolutely loved it!  (I’m a huge Game of Thrones fan!) I’ll probably read it again soon. 

What's your favorite business tool or resource? Why?

There are a couple of florist Facebook groups that I go to from time to time if I have a question about logistics or something similar.  I feel that I’ve made some great friendships with other florists, photographers, and farmers on Instagram who help me when I get in a pickle!  

Who is your business role model? Why?

Hmm. I’m not sure about a business-related role model.  I really admire the gal who rebranded my business a few years back.  She went so in-depth with the branding process and really went above and beyond to help me.  I really admire her skill, her kindness, and her work-life balance routine. 

What is your beauty routine? What are some of your favorite products?

I just make sure to use a good moisturizer each morning/evening and use a foundation that has SPF.  I love Pure Face Soap, No. 7 SPF moisturizer, and Dr. Dennis Gross face masks! They’re amazing!

How do you balance work and life?

What's life?  Hee hee-- I struggle with this and don’t do it very well. But I enjoy my work, so it doesn’t feel like work most of the time!

What’s your favorite way to decompress?

Taking a hot bath, taking a walk, going out of town, reading, or watching reality tv!

How can our readers connect with you? (social media handles)

Instagram - @mossfloral

Pinterest- https://www.pinterest.com/mossfloralfw/

Facebook - https://www.facebook.com/MossFloralDesignFW/