Windflower Florist: Stanley Tan, second-generation owner built a million dollar florist business
“I think the natural image that comes to mind when people mention a florist is a sweet, dainty and elegant figure putting together a gorgeous bunch of blooms. I am definitely not that,” laughs Stanley Tan.
“Most people can’t fathom how a big, burly, ‘Shrek’-looking guy like me could be a florist.”
Windflower Florist Owner
The 31-year-old is the second-generation owner of Windflower Florist, which was established in 1997 by his parents. As a child, he had no interest in flowers. But though he felt bored spending his days at the store (“At one point, I even stole $50 from their cash register, only to get caught by the end of the day.”), his adolescent years within the space had a profound impact on him.
“I think it’s the fact that I observed [my parents’] work at a very young age – this rooted itself firmly in my childhood memories,” he says.
When his parents wanted to add a gifting component to the business, he told them that he would “figure out how to take the business to the next stage, while retaining flowers as the core product”.
Took over Windflower Florist in 2014
He eventually took over the reins in 2014, when he was 22 and fresh out of National Service.
Initially, Stanley did not expect to be so involved with flower production, but everything came naturally to him when he started learning the skills and techniques to arranging flowers from his parents.
“Before I knew it, I had fallen in love with floristry,” he says.
There were a few challenges along the way.
Besides losing touch with a couple of friends and breaking up with a couple of exes because of the long hours spent on building the business and flower production, he also had to deal with criticism from neighbouring store owners who questioned his parents’ decision of not encouraging him to go to university instead.
But Stanley remained rooted in his resolve. “The way I handle such situations is to use their comments and criticisms as fuel to better my craft and, most importantly, to run the business to be better than it was before.” His hard work eventually paid off, he reveals.
Windflower Florist: Million-dollar business
“Before I took over my parent’s business, the annual turnover was around $50,000 to $60,000. After taking over, the team and I managed to increase the annual turnover to $1 million in three years.”
Having helmed Windflower for almost 10 years now, the florist notes that “it is the love for the craft that brings people together, whether male or female”.
He shares: “I realised that as I continually hone my skills as a florist, that itself erodes any doubt that people might have about what I can produce as a male florist. This industry relies heavily on creativity, innovation, and spotting the latest trends.
Diversity and inclusion would mean fresh and brand new ideas being explored every day, casting the spotlight on the industry as a whole, and keeping the general consumer engaged.
I realised that as I continually hone my skills as a florist, that itself erodes any doubt that people might have about what I can produce as a male florist.”
Misconceptions about florists?
Stanley Tan: The misconceptions are usually leaning towards that it is a retirement kind of job.
Crazy or funny tale as a florist?
Stanely Tan: In the early days when I just took over the business, I handled most of the customer enquiries. Some customers would greet me with a ‘Hi Babe!’, thinking it would be a sweet voice responding, only to be disappointed when my gruff voice greets them back with a ‘Hello, this is Windflower’.
Windflower Florist's future?
Stanley Tan: At least for the next 5 years, my goal is to be able to break into other markets other than Singapore.
Best career advice?
Stanley Tan: Retail is not a race, but a marathon.
Advice for budding florists?
Stanley Tan: You must possess a strong grit and high tolerance/patience to survive. Also, love for flowers – lots of it.
This article was first published in HerWorld.