Monthly Maidstone Spotlight – Vinetta Flower Gallery
We caught up with Vineta Forstmane, founder of Vinetta Flower Gallery, who opened her floristry shop back in 2019 with a little help from our business advisor.
Where did your love for floristry all start?
I remember being a shy girl growing up in Latvia, spending a lot of time collecting flowers, drying them, and making cards for family: that was my language – nature – and my love for it just grew.
After passing my floristry course, I started working in a wholesalers then a chain of florists, and later becoming a branch manager. I momentarily considered changing my career and completed a law certificate but I soon realised floristry was my passion. There’s so much you can do and share with people – interior design, plants, gardening, it’s such a wide profession. I started running workshops in Latvia, before completing a masters in floristry. I also began competing and took third place at a competition in St Petersburg between some international schools. I had my event floristry business in my home country before moving to the UK in 2014.
I then took a course in Hadlow College to find out what it’s like over here compared to Latvia. I am also a member of the British Flower Association and NAFAS flower club Maidstone.
Your floral work is beautiful – tell us about your shop
I started with a seasonal stall for Christmas at the Mall Maidstone in 2018.
In November the year after I opened a retail shop based in Pudding Lane. I love being in the town centre, I really feel part of the community. I think what makes us different is that we create everything ourselves – there are no bunches in buckets that have come direct from Holland like you might find in other shops and supermarkets. 70% of the greenery we use for all arrangements is from local growers and every year we use more and more varieties of seasonal UK grown flowers which is important for me.
Vinetta Flower Gallery is not just about the product we sell, there is inspiration for creative people to look at in every corner – such as wall designs with moss in bed springs, branched arches and more.
It’s a very personal service too – when we create funeral arrangements, the family comes in and talks to us to share memories of their loved one. For corporate clients, we can create your brand colours, or reflect your architecture or products – it’s very bespoke.
A big part of the business in summer time is weddings, from bridal flowers and grooms’ buttonholes to installations such as floral arches, and aisle and table flowers. We collaborate with local venues The Orangery, The Orchard, Village hotel, The Dreys and many others in Kent, and we’ve also been seen in Surrey Botleys Mansion, and The Botley Hill Barn. Our wedding work is absolutely outstanding and exactly what customers ask for. We listen to every detail to get the right concept and materials for final designs.
What help have you had with your business?
In the beginning, MBC’s business adviser was brilliant. Roger Keech helped me to write a business plan and was so supportive and the new advisor, Chris Lyle, has also been a great help and brilliant with suggestions and support.
Starting up alone is hard because it takes a while before you’re earning anything, and you’re multitasking all the time.
Covid was really difficult too – I don’t know how I managed – but the government grants saved the business. When everything reopened, it was brilliant. I took on freelancers and florists to work for me. I also used the government scheme to take on apprentices and I took on three: for floristry, photography and social media.
Now, we are growing every year. Footfall in the traditional high street is recovering which is helping, but the big challenge is from online. The proliferation of new and heavily funded digital players in the market (i.e. Bloom& Wild / Freddies) dilutes the sales opportunities as they have far bigger marketing budgets and can buy product in bulk at a lower price.
Sustainability is a focus for you – how easy is it to incorporate that into your business?
Sustainability is important but unfortunately, most businesses can’t suddenly change everything to be sustainable as it would just be too expensive. So it’s important to think about the small changes that can make a difference. For example we use twine instead of elastic bands or plastic materials, we also use biodegradable cellophane and reuse products as much as we can – simple things like that.
At the time of this interview, you were preparing to speak at our Small Business Saturday event – do you enjoy taking part in events?
Yes, but I’m quite shy and don’t find public speaking easy – I hide behind my talent because I find it hard to scream about it. I’m just planning to share my story and struggles, and tell people a little more about who I am and what I do.
We have had some nice collaborations with town centre businesses where you can see my floral touch – Frederick, Esquires Coffee, Craft Brewed, Giggling Squid, Flour Power bakery, and others.
You’ve got a lot of qualifications – do you think it’s important to keep learning?
Yes – I’m qualified and educated but I’m not a business person. At the end of this year I plan to start looking at courses related to business. Networking and collaboration with local businesses will be my priority next year.
At the moment I’m working on a demonstration training course which I’ll test next year. It will help me improve my public speaking, and show people how to use different materials in different ways.
I will definitely be using the business advisor to keep me in the right mind set!
What are your plans for the future?
I want to do everything – but not everything is profitable!
I’d like to expand the business – new shop premises would be a dream come true. The existing building is a little dated and is temporary. I’d also like to do nationwide deliveries, subscription flowers for offices, homes and special events. And my personal passion is teaching and sharing that passion with others. I’d like to run workshops, all year round flower arranging sessions and more online tutorials, showing behind the scenes.
I think Maidstone deserves a nice welcoming florist’s to visit in town, to make it feel special and to feel inspired by nature in the flower gallery.
What advice would you give to other small businesses?
If your business sells products, try to focus on just a few things. It’s better to sell a smaller, good range – it gives a clearer vision of your business.
Definitely go to networking and local business advice centres, like The Business Terrace. Don’t be shy about asking for advice – and stick with it! Make friends with people related to business, share your struggles and don’t think any question is stupid; you’ll often find someone else is thinking the same thing.
Never give up. I’ve fallen and come back a thousand times, and I always feel stronger.
Wishing you all blooming marvellous 2025.
View Vineta’s beautiful floristry work https://www.vinettaflowergallery.co.uk/
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