Impact Partner Content: Absa / Startup Story
Every business has a heart – a core to its operations. The soul and drum beat to the golden thread that runs throughout the works. Fabulous Flowers would not be where it is today without the owner - Josie Van Aswegen. We had the privilege of catching up over the past week. And what a week! Her beautiful new studio in Toffie Lane, Claremont, South Africa, is a pleasure to visit and the creativity happening there is infectious.
Where did your love of flowers come from?
My mother was an avid gardener which was difficult on a Free state farm with the only water available being from a few boreholes. She had to constantly convince my Dad to allow her to put the sprinklers on. I used to love pottering around with her and then seeing the results of our labours. I would always put fresh flowers in our house but had to ask first about which ones I could pick. Her garden was gorgeous.
“Having one’s own business is an opportunity to learn and grow and to re-invent oneself…”
Have you always wanted to have your own business?
I had never really thought about it until I had children. When the opportunity presented itself, I grabbed it with both hands as it meant that I could be at home with my children when I needed to be. Having one’s own business is an opportunity to learn and grow and to re-invent oneself as the trends change and unaccepted events happen. It’s not always easy but very rewarding if you have a plan and keep moving forward no matter what. I have, like most people, had huge challenges in my life but I can honestly say that my love of working with flowers has enormously enriched my life.
How did the idea to start Fabulous flowers come about?
I had a very dear friend whose sister was getting married and she asked if I would help arrange the flowers for the wedding. I said yes instantly and then, realised what a huge task I had undertaken. I planned for days with many trips to the flower market and when the day arrived, I was up at the crack of dawn determined to get this right and to make everyone very happy. It went really well and I found that I was enjoying every moment. At the reception people asked me if I had my own florist business and when eventually about five people asked me the same question, I got the message loud and clear and decided to do some research and the next thing I knew, I was doing contract work for the corporate market. My trips to the market became almost a daily thing and I began to see the potential in dried flowers and different permanent creations. I was lucky enough to get to do a lot of work for Southern Sun and Sun International placing my creations in most of the bedrooms of new hotels. I worked closely with Steven Falcke who is a world renowned Interior Decorator and he commissioned me to make incredible things for very beautiful homes in Johannesburg. At this time, I was able to train many aspiring florists and creatives, assisting them to continue in the trade and to be very successful. I had opened my first shop by this stage and I loved the opportunity of being creative and different and being able to showcase my style to the public. In 1999, we moved our family to Cape Town and the flower journey continued. Since being in the Western Cape, the business has grown and I have given the opportunity to people we have worked with to be inspired to open their own businesses.
“I was able to train many aspiring florists and creatives, assisting them to continue in the trade and to be very successful.”
What motivates you to get up in the morning?
I get motivated very easily when I think of what I have in mind to create or simply the joy of being amongst beautiful flowers every day. Seeing God’s creations every day inspires me beyond my wildest dreams and I am so grateful for that. I am also motivated and look forward to going to work because I have the most incredible people working with me. My staff are very important to me and we are a “Fabulous Family”. They love what they do and they also look forward to coming to work. We are a very tight bunch and we have worked together for many years. Tracey, my Head Florist, has been with me for almost 21 years. When she started with us, she was a cleaner and now she is one of South Africa’s best florists. Lilian has been with me for 9 years and Natasha for 7.
“I have the most incredible people working with me. My staff are very important to me and we are a ‘Fabulous Family’.”
What is your long-term vision for Fabulous Flowers?
We have a wonderful online business now and I would like to grow that. I would also like to expand Fabulous Flowers into doing larger weddings and events. We love this side of the business and we are very good at it. We also offer classes which I want to expand. We have taught little ones from three years old and adults the joy of flower arranging. I am also interested in developing training assistance in some way.
Find out more about Fabulous Flowers
WEBSITE | FACEBOOK | INSTAGRAM | EMAIL info@fabulousflowers.co.za
