IAM763- Business Owner Helps with Artisanal Flower Arrangements

BWS Johnson is a purveyor of terrible puns and artisanal flower arrangements. Brooke's work has appeared in local galleries as juried impermanent art.

She is a proud member of Alexandria, Virginia's West End Business Association.

Addicted to sowing and tending the seeds that bind communities, Blooms of Paradise has been giving away the store since 2018. In 2020, the Commonwealth certified it as a woman-owned micro-business.

• CEO Hack: Debriefing
• CEO Nugget: Rise above, struggle to do something great, find people who will help you accomplish your goals and give it a 100%
• CEO Defined: Freedom to create – manifesting your own dream

Website: https://bloomsofparadise.com/

Twitter: https://twitter.com/bloomsoparadise

https://www.kiva.org/lender/brooke4996

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Transcription:

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[00:00:02.20] – Intro

Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview? If so, you've come to the right place. Gresham Harkless values your time and is ready to share with you precisely the information you're in search of. This is the I AM CEO Podcast.

[00:00:31.10] – Gresham Harkless

Hello. Hello. Hello. This is Gresh from the I AM CEO podcast. I have a very special guest on the show today. I have BWS Johnson of Blooms of Paradise. BWS is awesome to have you on the show.

[00:00:41.50] – BWS Johnson

Thanks for having me.

[00:00:43.10] – Gresham Harkless

No problem. Super excited to have you on. And before we jump in, I want to read a little bit more about BWS so you can hear about all the awesome things that she's doing. And BWS is a purveyor of terrible puns and artisanal flower arrangements. Brooke's work has appeared in local galleries as juried in impermanent art. She is a proud member of Alexandria, Virginia's West End Business Association, and she's addicted to sowing and tending the seeds that bind communities. Blooms of Paradise has been giving away the store since twenty eighteen. And in twenty twenty, the Commonwealth certified it as a woman-owned micro business. Brooke, are you ready to speak to the I AM CEO community?

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[00:01:20.90] – BWS Johnson

I am as nervous as they make me.

[00:01:23.50] – Gresham Harkless

Absolutely. Well, as I always say, it's like two friends, you know, talking at a coffee shop and having been to the West End Business Association. I know we've had some of those conversations. So, what I wanted to do to kinda kick everything off was just kind of rewind the clock a little bit. Can you take us through what I call your CEO story and let us know about what led you to get started?

[00:01:41.00] – BWS Johnson

Sure thing. I was sick of working for people who were neck-deep in franchise roles and fees. They didn't care about their customers. They kinda just clung to that recipe book with both hands. If designers used one more flour than the recipe smidge, there was a fit. Things were more important than people. So when you have a chain that forces you to try to recreate something that they've pictured on their site, It just doesn't work. Flowers are at their best at different times of the year. Storms blow in and wipe out crops. So when you try to recreate it in a paint-by-numbers situation, everybody is disappointed. I knew when I started out if I broke away from a franchise business. You'll land high-end clients who trust you with their business time. And, again, they'll they'll do it again and again if you steal your clear of average.

[00:02:47.80] – Gresham Harkless

Absolutely. No. I absolutely love that. And I think that the creative in me is definitely as cringing when I hear all that just because I think that there's always room to kinda try different things and kinda, you know, go against what has always been done. And I feel like so many times we continue to kinda do things as they've always been done. That's when you kinda, seep into that average, kind of level that you kinda spoke to as well.

[00:03:12.40] – BWS Johnson

Yep. Avoid at all costs.

[00:03:15.09] – Gresham Harkless

Exactly. Exactly. And so, now I wanted to ask you for, exactly how you serve your clients. Could you take us through exactly what you do with your clients and how exactly that process works?

[00:03:26.80] – BWS Johnson

Sure. I connect people through the art of floristry. So you might come to me for a birthday or another event, and I have to listen to you to get my head around what your needs are. So I'm happy to do any sort of arrangement, but I needed you to direct me as to what it is. So I'd be delighted to do statement pieces for office lobbies. I do one-time direct deliveries for special clients. I do large-scale events. Every sort of consultation is different. The directs, the single, time arrangements are very short. I usually ask what their favorite colors are, and what their personality is like. There are all sorts of things that can go into my art that you don't need an art vocabulary for that will connect you with the person that's getting your arrangement.

[00:04:18.39] – Gresham Harkless

Nice. Absolutely love that. And it it takes so much time to kind of sometimes be able to, It sounds like and definitely correct me if I'm wrong, translating exactly sometimes what people are saying and what they're interested in, what they want the specific arrangement for, to make sure it comes to light in the way that they would have hoped.

[00:04:37.10] – BWS Johnson

I always feel like they give me some sort of clue that I wouldn't have had without that email, without that comment, without that phone conversation. I'll just seize on a little detail. It'll come through when the recipient gets it, and everybody's happy.

[00:04:57.89] – Gresham Harkless

Yeah. Absolutely. That's what it all matters about at the end of the day as you talked about kind of that human aspect that I think so many times we forget about in business, but even on a deeper level in life and understanding, as you said, at the end of the day, making sure that everybody's happy. And a lot of times that happens because we're paying attention because we're kind of, elevating those small details which end up being big details and make a huge impact and and take it to the next level.

[00:05:21.30] – BWS Johnson

You got it. And the manifestation of everything is important too. Mhmm. Because when you send flowers, you're not just saying, Gresham, I care about you. You're showing it. There's something tangible now, and it makes that relationship even stronger.

[00:05:36.89] – Gresham Harkless

Yeah. Absolutely. And I think, you know, when you are taking that time out, as you said, to send the five, but also know that small , kind of things that make such a big impact. It goes beyond just, you know, saying that you care. It shows it on a really, deeper level. And, now I wanted to ask you for what I call your secret sauce. And this could be for yourself or your business or a combination of both, but what do you feel kinda sets you apart and makes you unique?

[00:06:05.10] – BWS Johnson

I have to go back and touch on how I avoid sacrificing quality or creativity. A couple of my first arrangements that I did alone after stepping out of the shops, after stepping out from somebody else's shadow. I was wrestling with myself as an artist because I thought, I was out there. I'm on the East Coast. I'm interested in tropicals. Is anybody gonna buy this? And I'm glad that I went with what I love to do instead of what

[00:06:52.60] – Gresham Harkless

I absolutely love that. And it definitely seems to be, like, kind of a common theme in which we what we've been talking about because I think so many times when there's a quote, unquote model to generating revenue or quote, unquote being successful and whatever that might be, so many times when people start businesses, even, you know, more generally, they'll see what somebody does to be successful, and then they'll emulate that and ignoring the things that they're passionate about, ignoring the things, that, they feel like might be a little bit different, but be true to themselves. And so many times we forget that those models often will become stale. And by the time and if we don't pay attention to those things that are pulling at us, maybe passions or things that we're really excited about and kinda double down on those, a lot of times we create new models largely based off of those interests and and following through with that.

[00:07:44.50] – BWS Johnson

Absolutely. I resisted getting into a physical store for a long time. So when COVID hit

[00:07:51.30] – Gresham Harkless

Mhmm.

[00:07:51.80] – BWS Johnson

I did not have the debt of somebody who would have a bricks and mortar storefront to worry about. And it puts me in a whole different place, at a really hard spot in everybody's lives and I'm just grateful for that.

[00:08:08.60] – Gresham Harkless

Yeah. Absolutely. And having that foresight to be able to do that. And I think so many times, especially during times like this with COVID and all the transition, the changes, and the disruption, being able to be nimble and to make pivots and not have, like you said, that overhead and the debt a lot of times that comes with that allows you to be more able to be more creative and, of course, make phenomenal, products. And, I wanted to switch gears a little bit, and I wanted to ask you for what I call a CEO hack. So this could be like an app, a book, or a habit that you have, but what's something that makes you more effective and efficient?

[00:08:44.50] – BWS Johnson

This is going to sound like the most boring thing in my life, but I debrief, I debrief, and I debrief. When people get caught up in a big order or a big event, they live moment to moment in this frenzied state because you gotta make sure that you're satisfying your contracts, that you're delivering on your deliverables, that you're being responsive, that you're being responsible, and your head's really in the game. But when it's complete, when the paperwork's signed, when the check is cleared, when everything's great, a lot of people just move immediately to the next thing, and they don't bother to review what they did before. So going back, looking back at that big order, and figuring out what you could have done quicker or more efficiency or more efficiently is key.

For me, it gets pretty granular. It gets into stuff like, hey, did I need ten packs of Hyperkin? Would five have done the same given me the same selection, and looked as uniform as it would have that ten did, if it did, then I wasted five packs. The better side of that is asking your staff what they would have done differently. Right then, while it's fresh in their minds, to make things go quicker or to make things run smoother, what would give them a better state of mind? Because nobody likes that crunch time feeling of being in the weeds, of stressing out, and you'll keep the people that you have on hand longer, and they'll produce better work for you if they feel like they're really invested if they're part of the team, and their opinion matters.

[00:10:31.70] – Gresham Harkless

Awesome. Awesome. Awesome. So now I wanted to ask you for what I call a CEO nugget. So this could be a word of wisdom or a piece of advice. It could be something you would say if you were to hop into a time machine and tell your younger business self.

[00:10:44.70] – BWS Johnson

I think it's corny, but most of the corny stuff you were taught in school and that your parents gave you as wisdom is true. So rise above, struggle to do something, great. If you fall a little shorter, great. It's better to end up good than average. Find people that will help you accomplish your goals. When you're giving a hundred percent, somebody can see that, and they'll rush to help you. If you're frustrated all the time, and you snap at your employees, you won't have them around too long.

[00:11:21.39] – Gresham Harkless

Absolutely. No. I love those nuggets and I think so many times as you said, we forget, like, as leaders, especially, that we want to be the person that we would even wanna work for. And if you're that person that's always snapping at extra employees or snapping at the team members and saying this isn't done right, that isn't done right, you're not putting yourself in each other in their shoes, then it quickly becomes not a team, just you. And I think when we kind of understand that and put that at the forefront, but continually understand that we will take step after step to get better and improve and go, you know, from average to good to great and know that that's a process, then I think that gives us a lot of peace and understanding that we can that it's a journey and not necessarily a one day or overnight thing.

[00:12:05.70] – BWS Johnson

Right. Long haul, not short sprint.

[00:12:09.70] – Gresham Harkless

Exactly. It's all a marathon. And, now I wanted to ask you my absolute favorite question, which is the definition of what it means to be a CEO, and we're hoping to have different quote quote CEOs on the show. So, Brooke, what does being a CEO mean to you?

[00:12:21.79] – BWS Johnson

Freedom to create. You're manifesting your own dream versus executing someone else's vision. There's also a responsibility inherent in leadership that you just talked about that falls on you as a CEO. And even as a store manager, with, rent, with, the cost of the goods. But you take all of that worry, and you come up with a hard way of dealing with those problems. And you do the math, and you come up with the formula, when you stand behind your goods and services, and you shelter your staff, success is on the way.

[00:13:20.10] – Gresham Harkless

Absolutely. Yeah. I definitely, you know, love that perspective. And I think, as you said so well, from that leadership vantage point, we sometimes forget the impact that we have. But as you mentioned, and the more, responsibility we take on, a lot of the the impact that we can have is even greater. So it makes every kind of move and decision and things that we do a lot more with a lot more, weight, I guess you can say. And I think when we understand that, when we, you know, take on that role and take on that challenge, it allows us to be really great and make a phenomenal impact as well.

[00:13:52.79] – BWS Johnson

And the impact goes beyond your business. When people see you helping, they wanna help even more. So even though I don't have to, I get in the car, I head to Purcellville, and I buy my flowers locally during the summer when I can afford to. When I can't afford that, when it's wintertime, I look to Kiva and I try to get those loans out to people in South America because that's where my flowers are coming from. Everybody gets stronger. It's that collective responsibility that really is addicting.

[00:14:26.10] – Gresham Harkless

Absolutely. And is infectious as well too. Too. So I'm glad you broke that down because I think so many times we forget the platform and the opportunity that we have that's at our forefront. And I think sometimes those things that we do, as you mentioned, you know, driving, you know, to get the flowers or impacting the other places around the world, we don't we forget the impact that we can have. And I think that's true leadership and understanding that and taking it at a forefront to be able to take those actions to make that happen.

[00:14:53.70] – BWS Johnson

We all have a piece of it. So do your thing.

[00:14:58.60] – Gresham Harkless

Exactly. Exactly. Well, I truly appreciate that definition, that perspective, and the reminder. And, what I wanted to do is pass you the mic, so to speak, just to see if there's anything additional you can let our readers and listeners know, and, of course, how best they can get a hold of you and find out about all the awesome things you're working on.

[00:15:15.00] – BWS Johnson

For more information about my business, it's as simple as visiting my website, which is www.bloomsofparadise.com. Feel free to get in touch with me. It's not necessarily tied to buying something. If you have a flower and you can't figure out what flower it is, send me a picture. I'll figure it out, or I'll try to pass it along to somebody that will.

[00:15:38.89] – Gresham Harkless

Awesome. Awesome. Awesome. Well, thank you so much. We will have the links and information in the show notes. And you're serving the DC, Maryland, and Virginia area. Is that correct?

[00:15:45.79] – BWS Johnson

I serve Northern Virginia, so I'm not qualified in, Maryland. If I had a wedding or an event, then I'd do the paperwork and go over there.

[00:15:54.89] – Gresham Harkless

Okay. Perfect. Well, thank you for letting us know that as well too. So serving the Northern Virginia area, so we will definitely have your links and information in the show notes as well so that everybody can follow up with you, hear about all the awesome things that you're doing, and you're able to recreate, from our mind's eye. And and and I truly appreciate that, and I hope you have a phenomenal rest of the day.

[00:16:12.70] – BWS Johnson

Well, thanks very much, and I really appreciate being on your program. I really love the opportunity you gave me.

[00:16:19.39] – Gresham Harkless

Absolutely. And I'll cut it off here.

[00:16:22.79] – Outro

Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community. Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless. Thank you for listening.

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