Interested in starting your own entrepreneurial journey in floristry but unsure what to expect? Then read up on our interview with Emma Sousa, owner of Urban Flower Farmer, located in London, UK.

What's your business, and who are your customers?

London-based Wedding and Events florist, creating breathtaking flowers for weddings and events. We grow flowers in urban spaces across London and Hertfordshire. We are a foam-free business dedicated to a greener way of working, creating eco-friendly, sustainable flowers for weddings across London and the surrounding counties.

Tell us about yourself

I've been in the flower business for over 15 years, after a career in fashion. Over the years, the business has evolved to incorporate the growing side of things in a bid to have a lower impact on our carbon footprint. We also work with other growers using mostly British flowers in our work.

What motivates me each day is the wonderful feedback I get from my clients. I make a difference to one of the most important days of their lives, and I make people happy! Flowers bring joy to people, and that, in turn, brings joy to me. It's hard work and can be stressful at times, but the end result is so worth it!

What's your biggest accomplishment as a business owner?

Going green! And yes, we still have improvements to make, and I am constantly striving to be better. But compared to my early days, the business has grown to be a better, more planet-friendly place, and I love that!

What's one of the hardest things that come with being a business owner?

Ah, that's easy - it's juggling work/life/family. When you run your own business, you have to commit 110% - there's no going home at the end of the day putting your feet up! I also find the admin side of things hard. I'm a creative person, and paperwork is just not my thing. I find it hard to let go and delegate to others; I'm a bit of a control freak when it comes to my business.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

The biggest tip I would give is to take your time! Don't rush into things - it's far better to think things through, get your name, business model and website, etc., set up properly rather than rushing into things only to get stuck with a not quite perfect business.

Don't be afraid to invest some money setting up a website, photoshoot, etc. After all, it is your shop front. It doesn't have to be a fortune, but you do need to put a reasonable budget towards the important things.

And last but not least, be yourself! Don't try to imitate others - trust in your talent and skills and NEVER undersell yourself. Know your worth!

Is there anything else you'd like to share?

Sometimes in life, we have dreams and goals, but we are too afraid to follow them. Be honest with yourself. If you truly believe you can do something, then make it happen. Always be true to yourself and your beliefs!

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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