Interested in starting your own entrepreneurial journey in floristry, but not sure what to expect? Then check out our interview with the florist, Francesca Goldstone, owner of Goldstone's Flowers, in lovely Camberwell, London, United Kingdom.

Tell us about yourself and your journey to where you are today...

Secretly I had always been enamored with floristry from a young age. I went to Uni, got a degree in English, and still wasn't any closer to trying to figure out what I wanted to do with my career. I ended up working briefly in Events before quitting and enrolling on McQueen's 4-week career course in 2015. I worked my way up over 5 years, from various internships, work experience, retail, contract jobs (which meant hellish 4 am starts) and eventually wound up as the Head of Weddings at Grace & Thorn.

I love love love the relaxed atmosphere we have at work as florists: It's all about hard work, determination, and having a really good sense of humor. At the start of 2020, I moved to Australia with my partner which lasted about 5 weeks before COVID brought us back to the UK. The end game has always been to own my own business and this break gave me the time and courage to do it. I started tentatively at Christmas and it has been full-on since then!

What motivates you each day?

Having total creative control and the freedom to organize my life around my work. That flexibility is something that you lose when you work for someone else. Also, the hours that I put in. I work more than I ever have before, but it is so much more satisfying and rewarding, and it propels me on.

What makes your flower business stand out?

Goldstone's Flowers is a floral design studio based in South London. We specialize in creating artistic hand-tied bouquets, bespoke events workshops, weddings, and much more. Our customer is everyone who enjoys flowers! We think it's important to be accessible as a company so we have a varied price range. We like to create a warm, honest environment for our clients so they can sit back and enjoy the process.

What are your top 3 tips that you'd give to anyone looking to launch, run and grow a business today?

My top tips would be to

  1. Get experience, learn the trade, or have a mentor to guide you through the process
  2. Be brave but also be prepared: do your market research, create a business plan, research grants, find your suppliers, create your brand. It doesn't have to cost the earth but that level of organization will help you massively
  3. Have FUN and don't beat yourself up too much when something inevitably goes wrong - one of your main job as a business owner will always be problem-solving!

Where can people find you online?


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.

Feel inspired to start, run or grow your own subscription business? Check us out and learn how you can turn "one day" into day one.