J.P. Varvarigos, a third generation florist and owner of Wellington Florist in Wellington, Florida, credits the business’s success to its ability to say “yes” to every customer request.
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.
J.P. Varvarigos is a third generation florist and owner of Wellington Florist in Wellington, Florida. Varvarigos graduated from the Culinary Institute of America but after helping his parents with a busy Mother’s Day in 2003, he discovered he had a natural talent for design and wanted to learn all aspects of the business. He took over the day-to-day operations as the general manager in 2010 and has since expanded the shop from 900 square-feet and $700,000 in sales to more recently, a 6,000 square-foot space with more than $3 million in sales.
J.P. Varvarigos with his team, many of whom have worked at the shop for years.
Keys to Growth
Varvarigos attributes all of the business’s growth and popularity to their mission statement: “Make it Happen and Make it Pretty.”
“We rarely, if ever, tell a customer no,” he says. “We know that if we cannot accommodate them, then they will just call the next florist on the list. Once you have a customer, they are likely with you for life as long as you meet their expectations.”
Never saying “no” includes saying “yes” to last-minute orders for same-day delivery.
“Many florists bemoan the husband calling at 4 p.m. that forgot his anniversary, or the kid on his way to the prom that stops in needing a corsage on the spot,” Varvarigos says, noting that the last-minute buyer is one of the most consistent types of sales. “I knew that in order to set myself apart from my competition, I had to figure out a way to capture the last-minute market.” And they did. About 75 percent of their orders are received and delivered on the same day, many within a few hours, he says.
In addition to accommodating customers, Varvarigos also puts a focus on attracting the best talent with progressive leadership, competitive pay and benefits, and a four-day work week, which has resulted in low turnover and long-term employees.
“I believe in setting reasonable expectations, listening to what they have to say, and giving clear, consistent direction,” he says. “These methods foster a positive work environment and keep employees engaged and invested in their jobs.”
Another key to the shop’s success is its seven-day guarantee on its arrangements. The store’s average sale is about $150, which Varvarigos acknowledges is a lot for people to spend on flowers. Offering a seven-day guarantee “was a game changer for our business,” he says. “Not only is it a great tool for marketing but it builds consumer confidence.”
Why SAF?
Varvarigos has been an SAF member since he started in the business in 2003 and is currently using resources on the Floral Education Hub to create an employee handbook. He also appreciates the SAF publications that provide demographic data to guide his marketing, and is a regular reader of Floral Management.
Varvarigos 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.