Sarah Harmon bought Rubia Flower Market, a shop inspired by a European flower market, and says having the flowers on display in buckets throughout the store helps customers engage with the product.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature spotlights SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
Sarah Harmon started working for Rubia Flower Market when it opened in 2004 and she was a 17-year-old in high school. After she graduated college, Harmon stayed on as the shop’s manager and floral buyer. There was nothing Harmon loved more than running the business, and in 2014 she bought the shop.
The shop is based on the concept of a European flower market, with buckets of flowers lining the sales floor. Customers love the set up because they can smell the flowers and inspect each stem.
“It’s a feast for the senses and an experience that our customers really value,” Harmon says.
Best Business Advice
The best business advice Harmon has received is to hire for her weaknesses.
“For me, this looks like a great accountant and bookkeeper, but more recently also a virtual assistant who can handle small creative projects or office tasks that I can then review, approve, and move forward with,” Harmon says.
Hottest Trend
Houseplants and wildflower-inspired handtied bouquets continue to be popular with Rubia Flower Market’s daily customers.
“I’m seeing that beautifying the home or a ‘sacred space’ is that our customers have continued to be committed to beyond the pandemic,” Harmon says.
Strategies for a Successful Mother’s Day
In addition to communicating the shop’s Mother’s Day specials and ordering deadlines through social media and in the store’s newsletter, Harmon also caters to customers seeking out gifts that can’t be found at major online retailers or in big-box stores.
“I try to keep a curated selection of gift items that I personally would want to purchase,” she says. “Our customers love to be able to find ‘just the thing’ for a friend while picking up fresh flowers at the same time.”
Why SAF?
Harmon joined SAF in April 2022 because she values how SAF reports on and advocates for all segments of the floral industry. She enjoys staying up-to-date on industry news and has been taking advantage of the online resources SAF offers. This year, she hopes to attend in-person events.
“I love the training resources that are available to my employees,” she says. “Since I have a staff of about 10, it really takes something off my plate when onboarding a new member of our team.”
Harmon was recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.