100 Women Project: Eliza Gray, Celadon Floral
Eliza Gray, Florist and Owner, Celadon Floral
Eliza Gray has been a florist for over 19 years. Prior to starting Celadon Floral in Maine, she has worked in several retail flower shops, specialty plant nurseries, and over the past 13 years, has managed all aspects of design for weddings and events.
Eliza knew from a young age that she wanted to work with flowers, but her first stop was a Bachelor of Fine Arts in sculpture. Her diverse artistic background is apparent in her impressive sense of design and spaces (when speaking with her, I noticed an artfully executed collage of photos and art on her wall). Her understanding of aesthetics lends itself beautifully to her floral designs, and her bespoke approach to clients has led to several repeat customers and large accounts.
I recently interviewed Eliza for The 100 Women Project. Check out the excerpt below for tips on how you can be more successful in business:
What are some tips that have helped you to be successful in business? I have a clear idea of my ideal customer and I’m okay with turning away business if it’s not a good fit. Retail is all about customer service, so even though I may turn business away, I will always refer someone else who is a better fit instead of just saying “no”. I also understand my own strengths and weaknesses - I know what I enjoy doing most and what drains me. I tailor my business and services around those things.
What advice would you give to a woman who is pursuing big goals and wanting to make a difference in the world? If you’re pursuing big goals, take the time to truly understand and accept your natural strengths. A Myers Briggs test is a great exercise to identify the things that light you up. Surround yourself with driven, like-minded people, and hire a career coach and/or work with a business mentor at SCORE. Hiring a professional to track your progress and hold you accountable is well worth the investment.
To make a difference, you have to really understand people and relationships. Be curious and stay humble. Remember that everyone works for someone. Be vulnerable and kind. Don’t hesitate to ask for guidance and help when you need it - people love to share their knowledge!
Do you have any advice specifically for women pursuing a business in floral design? Floral design is hard work, so before you take the leap, really understand what you’re getting into by freelancing for a wedding florist. It’s a great opportunity to see all that goes into floristry and you’ll get to learn industry tricks at the same time. Once you’ve made the commitment, identify your ideal client, start small, and keep your overhead low. Build your local network and introduce yourself to other florists in your area. It’s also helpful to cross-promote with others in adjacent industries to keep your marketing budget low while building up your business.
Check out Eliza’s business here for an inspiring glimpse into the world of floral design.
-Valerie
P.S. If you want to see how a business coach can take you to the next step in your business or brand, help you realize your success and embrace more freedom, and make a difference in the world, check out the 45-minute free coaching session.