During the pandemic, puzzles and planting took off as we were tethered to our homes. That allowed Debra Prinzing and her followers to bloom. Not coincidentally, Bloom is the name of a second company she started during Covid.
Slow Flowers Society is relational and invested in creating experiences and events that bring together a community of floral professionals. Whenever she traveled to speak or teach workshops about flower farming and sustainable floral design, she conducted interviews and scheduled meet-ups with groups of their members in that region. That momentum built into the Slow Flowers Summit launched in 2017, an annual in-person conference is known as the TED Talk for Flower Lovers.
Photo submitted by Debra Prinzing
Debra Prinzing, Founder, Slow Flowers Society; Co-Founder, Bloom, Seattle
“One of my first pandemic actions: Upgrading our Zoom account and launching weekly “virtual” meet-ups, giving our members a forum to connect with other small business owners. Many are “solopreneurs,” so their isolation in studios or on flower farms was acute. Through the immediacy of the internet, we began to invite speakers, often members themselves, to discuss everything from contact-free flower deliveries to the sudden cancellations of weddings and events. We all adapted to the new format, leveraging the Zoom medium to reach more people than I had ever met in person.” she said.
Starting a new publishing venture during the pandemic didn’t seem risky, because we started with an established community of core customers in the Slow Flowers Society membership and with an even larger social media platform. While it’s a separate business, BLOOM Imprint serves as Slow Flowers’ publishing arm, providing further value to our members who are eager to author or be featured in new books. The synergy is evident and it’s exciting to find natural ways for my two companies cross-promote and collaborate. I’ve never had a successful business partnership, and I am grateful to work with a partner like Robin Avni, whose expertise complements my own, and with whom I share drive, a journalistic work ethic, and insatiable curiosity in pursuing new ideas.”
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