jewelry, ceramics, photography, art glass, painted tiles and laser-cut woodwork. Its most popular maker creates laser-cut wood gifts ranging from lightweight earrings and small accessories to decorative wall pieces, games, coasters and seasonal décor. Every November, the shop hosts
a holiday market, inviting additional artisans to set up tables out front. The event capitalizes on seasonal shopping, when customers are actively looking for distinctive, locally made finds. At first, finding the right mer-
chandise took some trial and error. The florist initially showcased paint- ings, some priced around $600. She hosted evening receptions, but the art didn’t sell. “You have to recognize the price
point your community will support,” says Gaylord, who shifted toward smaller pieces, generally priced below $200. She also instituted a three-month trial period to manage expectations and ensure success. Ultimately, Gaylord wants to build
on the model to form what she calls an “artist collective.” “We want artists to do more
advertising themselves and bring in fellow creators. The goal is to create a supportive community where they can discuss which opportunities work and don’t work and learn from each other’s experiences,” says the florist. At Lyal Nickals Florist, selling
locally made creations started as a way to support local artists. But the move evolved into a successful busi- ness model that benefits the shop, artists and customers. It represents a rare trifecta: a win-win-win.
Jennifer Sperry is a contributing writer for Floral Management who focuses on lifestyles, florals and interiors.
The magazine of the Society of American Florists (SAF)
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