Emily Coulter
Morrice Florist
image by Becca Brendler Photography
Emily owns Morrice Floirst, an almost 80 year old flower shop on Martha’s Vineyard. She bought the business in April 2014 with no flower or retail experience. She learned a little from the previous owner, Grand daughter of James Morrice, but has mostly taught herself though fully emersing herself in the world of flowers. With a team of 6 wonderful women, they stay very busy with everyday arrangements, weddings and events. Emily has totally revamped and re-branded the business, turning it into part floral shop, part boutique and part greenhouse that doubles as a place for demonstrations, workshops and dinners. Emily is happily married to the delivery driver, Ben, and they have two girls ages 7 and 9.
Show Notes
Recognize the benefits of building relationships with local growers
Being a brick & mortar florist, communicate and listen to your customers
It is possible to cater to each one of your customer’s needs
Find price points that work for you and your customers
Using a knife instead of clippers will give you a clean cut and not pinch your stems
The Kindness Project!! We need more of this in the world.
Remember the importance of staying on brand and trust your gut.
Quality vs. Quantity, educating your customers by showing them the difference.
