Increasing Floral Sales by 126% With Art, Heart, and Strategy

Handwritten thank-you notes, curated goodie bags, gift-wrapped purchases. When it comes to small businesses, personal touches can make all the difference in making your business stand out — and it makes a huge impact on your brand, said Emily Yates, proprietor of Oakland-based floral design studio Flower Friends SF. 

Over the course of 2024, Flower Friends SF gross sales rose 126%, compared to the first part of the year. Yates attributes this rapid growth to leveraging a combination of tools, creativity, and her commitment to personal touches. “I lean into the interpersonal connection I have with clients, making them feel seen and understood — that’s how I set my business apart,” Yates explained. Ultimately, integrating personal touches into her operations isn’t just nice to have — it’s a strategic investment in building a memorable, client-focused brand.

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Growing from community 

The seed for Flower Friends grew from a series of floral workshops that Yates hosted to foster community and creativity. “Workshops were where my heart was — creating with hands in a community setting felt magical,” Yates said. 

The business quickly blossomed into a full-fledged floral studio: As the demand for event florals grew, Yates pivoted to a more sustainable business model focused on bespoke designs for weddings, showers, and corporate events.

Despite the shift, the spirit of personal connection remains a cornerstone. “Clients remember little things more than the big things sometimes,” Yates explained. While clients value her beautiful floral arrangements, it’s the personal notes and surprises that create a deeper connection. “Even as we expanded, I stayed committed to making people feel seen and valued through every interaction.”

How to add personal touches to your business

Personal touches may seem labor-intensive, but smart tools and processes help streamline operations and save time and money. Here’s how Yates balances her budget — and time — to maximize her ROI.

1. Anticipate client needs. Simple actions like asking meaningful questions to learn about likes and dislikes can build trust and inform more personalized services. Yates likes to connect with her clients face-to-face but nurtures their relationship after getting booked and through the event date. “I like to try to sprinkle in other little things that make them still feel taken care of,” Yates said. That includes sending clients a getting-to-know-you form that asks meaningful questions about their preferences (favorite songs, desserts, events). “I use their stories, like a favorite song or their venue choice, to create meaningful touchpoints, like using their song in social media posts about their wedding.”
2. Budget for personal touches. Yates allocates about 1-2% of each project revenue into her budget for personalized touches. For example, on a $10,000 wedding project, she might spend around $100–$200 on a booking gift such as a bottle of wine, an art print, or a candle. By baking these costs into her pricing up-front, she ensures the gestures are meaningful but not a financial burden.
3. Automate whenever possible. Flower Friends’ booking form is the same for nearly every client, from inquiry to consultation, proposal, retainer, and final payment. (If the form doesn’t fit a potential client’s needs, they can email Emily.) Yates said this consistency helps clients feel in control and simplifies her workflow. Beyond that, Yates also uses the project management tool Notion to track each project, from initial inquiry to execution. She uses Notion’s premade project trackers for weddings, which break down tasks over the year, including personal flourishes such as booking gifts. “Everything is linked to my to-do list, so it’s like having a project manager for myself,” Yates said. By offloading routine tasks, “I have more mental space, so I can produce designs that are truly unique and beautiful,” Yates added.
4. Get more cash flow control with smart tools. To keep track of finances, Yates uses Square Savings¹ and Square Checking² — and the difference between life before using Square Banking products and life after is clear. Before, she was using multiple cards to pay for business expenses, and with everything on different accounts, it was hard to budget and plan. Once she invested in Square Banking tools, she gained greater control of her business finances, allowing her to see how her business is growing over time, how much she’s saving, and establish clearer taxes and budgets for each project. “Square Banking has revolutionized my business organization. I’m able to see everything, including my transactions and how much I’m spending per project. Before Square, I was not doing that, and it was really [challenging],” recalled Yates.
5. Reuse and recycle. Yates invests in reusable items that can work across multiple projects, such as shelving, frames, or floral stands, to save time and money. During a summer pop-up, Yates reimagined her setup by investing $120 in a tiered flower stand and encouraged clients to build their own arrangements. The result? An innovative, interactive experience that reduced her labor, boosted sales, and created a memorable experience.

These efforts consistently lead to happy clients and glowing word-of-mouth referrals. “I haven’t had to spend on paid ads yet, which is amazing. Most of my bookings come through referrals or Instagram,” according to Yates.

Ultimately, personalized efforts, whether big (detailed proposals) or small (adding client songs to social media posts), deepen connections and enhance clients’ experiences. “When you think about it,” Yates said, “there are so many other people doing the same thing we are. What sets your business apart is you — the personal care and unique experiences you bring to your clients.”