Hibiscus Floral Design is an established wedding floristry business that operates across Warwickshire, Oxfordshire and Northamptonshire. Its owner, Claire Higgs, saw business wilt as the pandemic arrived.
Claire, who has more than 14 years’ experience in the trade, runs the business from her studio in Pillerton Priors. With no shop to boost business through walk-ins after restrictions were lifted, Claire needed to find a way to access more customers.
After reaching out to the Coventry and Warwickshire Local Enterprise Partnership (CWLEP) Growth Hub for support, Claire was able to diversify into new market via a new business, which she launched in January 2021.
Solace Funeral Flowers, which Claire runs alongside Hibiscus, offers environmentally-friendly floral tributes to families across South Warwickshire. Businesses advice and efficient use of a council grant has allowed both of Claire’s brands to flourish.
The Challenge
Claire saw her annual events schedule decrease from more than 60 weddings to just seven due to Covid-19 restrictions.
As funerals were still taking place, albeit in a reduced capacity, Claire came up with the idea to offer more eco-friendly, natural displays to funeral homes and their clients.
Despite widespread interest in her services, Claire did not have the financial capacity or personnel to promote her new business to realise its potential.
The Solution
Claire got in touch with the CWLEP Growth Hub in search of advice on how to boost her local connections and online presence.
As well as providing guidance, Claire was able to access grant funding via Warwickshire County Council’s Adapt and Diversify grant scheme following a referral from the Growth Hub. This offered a grant of between £2,500 and £5,000 to access specialist external advice.
Claire has since been able to employ a local marketing expert through an introduction from the Growth Hub to make her brand offer attractive to local funeral homes and easily accessible online.
The Result
The advice that Claire received alongside the Adapt and Diversify grant has allowed her to compete with other High Street florists and build a pair of businesses that cater to the full range of life’s major events.
Claire said: “There was a point at the beginning of the pandemic when, like many self-employed people, I wondered how I was going to make a living.
“Eventually, once restrictions started to be lifted, I needed to find a way to compete with other High Street florists despite the fact I do not have a brick-and-mortar premises.
“I had to carve out a niche and make sure I had excellent direct connections with local businesses and venues, and a strong brand message to back that up and drive new business, and the Growth Hub helped me to achieve this.
“I would not have been able to employ a marketing consultant without the grant. This would have left me chasing my tail to fund the promotion of my new businesses while trying to manage day-to-day affairs and possibly jeopardised both businesses.
“Instead, I have been able to take advantage of the return of in-person events and the increase in wedding bookings while growing Solace.
“My connections with funeral homes have often led to repeat custom from families who have been delighted with the service I have provided, as the arrangements are not encased in lots of plastic, are always seasonal choices, and have a very natural appearance.”
The CWLEP Growth Hub
The CWLEP Growth Hub, which is part-financed by the European Regional Development Fund (ERDF), was established by the Coventry and Warwickshire Local Enterprise Partnership to provide a one-stop shop to help make businesses aware of the advice and support available to them.
The Growth Hub pro-actively helps businesses grow by providing access to private sector professionals with commercial experience in a whole host of fields including marketing, finance, IT, training and logistics.
The Growth Hub has experts in various fields to help companies access grants and funding to diversify or expand by providing introductions to a range of services and support from other organisations across the region.
The Growth Hub offers help with:
- Access to finance
- Business Innovation
- Business Support
- International Trade Advisers
- Skills4Growth
- Inward Investment
- Planning
- Supply chain opportunities
Partners involved include the Coventry and Warwickshire Chamber of Commerce, UKTI, Local Authorities across the sub-region, Coventry University and the University of Warwick.
For further information, email or telephone 0300 060 3747.
