| Featured Designer CATHY HILLEN-RULLODA “There’s opportunity everywhere.” This statement is more than the philosophy of Cathy Hillen-Rulloda, AIFD, PFCI of Avante Gardens Florals Unique in Anaheim, California; it’s her daily business mantra. “During High School, I walked into a local flower shop and told the owner I’d work there for free until he thought I was good enough to earn a pay check. It took me a few weeks of learning to tie bows, wrap plants, green up containers and process flowers - and then I had a great job after school, on the weekends and during summer break.” Ever since then, Cathy has taken the proactive approach. For some, the recent trends in the economy are cause for concern, but with her Valentine revenue up 17.5 % over last year, Cathy clearly has embraced the challenge. She attributes the growth to offering products that represent a good value, while also being relevant to her affluent and educated customer base, people who appreciate and expect more than the ordinary. If that sounds like an obvious answer, it is. But it’s what else Cathy practices that she feels really drives sales. “A light bulb went on a few years ago that I needed to embrace marketing if I was going to survive. While I still design at the store, the primary focus of my days is working directly with clients and devoting significant time to marketing and website development. Marketing and sales are the keys to driving our growth.” When asked if she considers supermarkets and big box stores as competition to dedicated floral designers, Cathy replies, “Yes and no. It’s only natural that mass market prices influence the perceived value of loose cut flowers and plants. Offering products, designs and services not available through those channels is essential to setting ourselves apart and increasing the value of what we offer.” Cathy sees the bigger competition, and opportunity, not in mass-market retail establishments but from online sources. “Within the next few years, 25% of all flowers will be sold over the Internet. At Avante, more than 15% of our sales are from the web. That’s opportunity.” Cathy is an evangelist for florists showing their products. She feels that many florists have missed the opportunity to tell their story. “My advice to every florist is to get a digital camera. Keep your marketing as fresh as your product. There’s no reason to stick a photo on your website and leave it there. Stay current. ” The web plays a much large role than showcasing Cathy’s product. It’s her greatest marketing tool. “The web is an amazing source for so much. In addition to the AIFD’s national Symposium which always provides a wealth of information about upcoming trends and techniques and ‘must reads’ such as Florists’ Review and other magazines, I also surf the web to see the innovative designs and presentation styles shown by other florists.” Cathy is also a prolific blogger. Through her blogs, she educates both the public and others in the industry. And sometimes she even takes on controversial issues. “I saw early on how important it was to give florists a voice. For example, a magazine prints an article telling consumers that centerpieces from a florist are a waste of money. I can get on the web, blog immediately, to make a case for ‘other side’ - for us, the florists who are affected by that misleading statement.” She was recently nominated for a web award based on an article she wrote regarding what happens when a person uses the web to find a local florist. “Search engines can lead an unknowing consumer in the wrong direction.” Thanks to Cathy and her article, local florists can be empowered to make sure they have a presence on the web that cuts through the clutter. (For more of Cathy’s blogs, visit flower-shop-talk.blogspot.com.) Aside from the dynamic strength and challenges of the Internet, what
does the future hold for the floral industry? “I believe that with
the rising interest in organics and natural products, the use of flowers
grown by socially responsible farms with eco-friendly methods will become
expected by more and more consumers.” And personally? “I’d
love to produce and host a combination Iron Chefs/Project Runway featuring
top floral designers to let the public really see the artistry and craftsmanship
of real pro florists.” Given her track record for “grabbing
the bull by the horns,” she may just do that. |