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Selling the “floral experience” with online education and subscriptions

There are monthly subscriptions for kids’ activities, beauty products and fashion. Seattle-based Flora Fun Box entered the subscription marketplace in Spring 2020 with a quarterly offering that includes a designer vase, plus all the accessories for floral arranging at home.

The added selling point is an online tutorial hosted by Flora Fun Box creator Rachel Heath of Trill Flora, a wedding and event studio. Rachel cooked up the concept of combining online floral education with design kit while spending most of 2019 on maternity leave, after the birth of twins. One impetus was living far from family members who never get to experience her floral designs. “I couldn’t send my arrangements to my mom, my grandma, and the people I love,” she explains. “Of course, I can order for them, but it’s not me or my flowers.”

Shipping arrangements halfway across the country didn’t seem realistic, so Rachel thought, “why not teach my family and friends how to design for themselves?” Flora Fun Box emerged from this idea.

Read more at Slow Flowers Journal (Debra Prinzing)

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