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Peonies
Fourteen
The idea grew out of my dad’s peony garden, which soon had more blooms than we knew what to do with.
Flowers have always been familiar to me.
Peonies have long been a family love. First, my grandma’s, then my dad’s, and now a passion passed down through generations. Each year, my dad's peony patch grows a little larger. Not only from the new bushes he plants, but also from the way the bushes multiply with age.
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With four years of floral experience (working at both a Midwestern wholesaler and a New York City floral shop), I felt pretty confident in the idea of selling peony stems to local florists in my area.
The industry lingo was already familiar to me, and through my time in the industry, I had even built connections with several shop owners.
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​So off I went!
Researched the competition
I reached out to my floral network to determine the wholesale price for peony bunches. I decided to undercut the standard bundle price to gain a competitive edge. I knew the large wholesalers in Minnesota wouldn't have the slightest affect from my door-to-door backyard flower sales.
Simultaneously, I offered something most wholesalers can’t: the option hand-select individual stems rather than by bunch. This approach provides customers with more flexibility and control, making it easier to mix and match while receiving top-notch quality.
Began the cold calling journey
I started by reaching out to shops in my town, and over time, developed a script I felt confident delivering. I quickly realized I didn’t need to mention that I grow peonies; simply introducing myself as a local farmer selling peonies was enough. These business owners are busy and value their time, so I learned to get straight to the point. With a little practice, I became more efficient and effective at making these calls.
Made my first sale
I got my first bite! On my very first cold call, less than a mile from my house. The buyer said she would love to purchase flowers. I loaded the blooms into coolers, put them in the back of my car, and headed out.
Seeing the joy on her face as she hand-picked fresh-cut peonies (at a great price) was an incredibly rewarding experience. She made a few more orders throughout the growing season.
Picked up strategy
I discovered that harvesting peonies in the early morning extends their bloom time, giving me more time to sell stems before they bloomed open.
I also learned that florists prefer smaller, younger blooms for bridal bouquets, so I began using options for size variety as a marketing advantage. This allowed florists to select exactly the flowers they needed, whether for a baby shower centerpiece or a bride’s bouquet. This was something large-scale wholesalers could never provide.
I also found that highlighting that the flowers were harvested that very morning in the marshmallow stage was a surefire way to close a sale.
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I offered a $20 delivery minimum, and more often than not, customers ended up purchasing twice the amount we had discussed on the phone.
Created a website for live inventory updates
Recognizing how valuable a business owner’s time is, I created a website to provide live inventory updates. During bloom season, I updated it daily to reflect the availability of specific varieties, which bloom at different times.
Flew by the seat of my pants
Buyer #1: "Make sure to cut the stems long."
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While on the phone with a buyer, he requested that I ‘make sure to cut the stems long.’ I understood that longer stems offer more flexibility for arrangements, but I didn’t initially know why it was so important.
After a quick Google search, I learned that the foliage on longer stems helps the plant gather sunlight and produce carbohydrates, which fuels the root system for the following year’s blooms. Wholesalers typically send shorter stems, so by carefully cutting longer stems (without compromising my own plants), I was able to provide another advantage that set my flowers apart.​
Started to market myself
Minnesota’s floral industry is fairly small, which means news travels quickly. Within a few days, when I cold-called florists with my pitch, many of them already knew my name.
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I took product photos and sent out mass emails, presenting myself as an established small flower farm. It was nerve-wracking, but also a huge learning experience.
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Faked it until I made it
I had a solid understanding of what makes a good flower versus a bad one from my years in the industry.
However, when it came to specific Peony species and methods for preserving flowers for months ahead, I often had to project confidence while speaking with paying customers.
Over time, I’ve learned that in business, you’re never truly ‘ready’ to start. Sometimes, you just have to jump in headfirst and adapt as you go. Waiting until everything feels perfect can mean never pursuing your dream at all.
Wrote receipts and started an Excel Spreadsheet
Before my first delivery, I had I found a receipt template online and printed it for buyers’ records. As my business grew, I created an Excel spreadsheet to track sales in both dollar and quantity amounts, document trending colors, make buyer notes, and analyze which days generated the highest sales.
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I also wrote down buyers’ names and memorized the stores they belonged to, ensuring the relationships I built were genuine and long-lasting.
Overall stats:
Sold peonies to 12 florist shops across Minnesota
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Drove 284 miles to deliver peonies
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Sold over 600 peony stems
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Created a business in 4 weeks
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My dad's peonies were present in 3 weddings
My overall experience was about diving in headfirst. Normally, I’m a very calculated person who avoids risk, but this venture was different. I trusted in its potential, took the leap, and it turned out to be a success.