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SPAR
An interview with Kelly Flowers
A Q&A with Kelly Flowers

What criteria do you use when deciding which bouquets to sell? 

When selecting bouquets we consider several key factors. Seasonal availability and flower quality also play a major role, as we want to offer the freshest, most vibrant blooms throughout the year. Additionally, we focus on key price points to provide options for every occasion—whether it's an affordable bouquet for a midweek birthday, a thoughtful gift for a visit, or something extra special to brighten someone's day. 

Are there specific customer preferences or trends you consider? 

We carefully consider customer preferences and trends when selecting flowers. Seasonality plays a big role—certain flowers like tulips and peonies are in high demand at specific times of the year. We also pay attention to top-selling varieties that are popular with our customers and the wider market. Colour trends are another key factor, with warm tones being favoured in autumn and winter, while brighter, fresher shades are more popular in spring and summer. By aligning with these trends, we ensure we’re offering the most desirable bouquets throughout the year. 

How do seasonality and holidays influence the selection? 

Holidays and seasonality play a major role in selecting our bouquet range. For key celebrations like Christmas and Halloween, we stick to traditional palettes—rich reds, deep oranges, and crisp whites that capture the festive spirit. As we move into spring and summer, we refresh our selection with lighter, brighter colours, incorporating more rainbow hues and soft pastels to reflect the fresh and vibrant feel of the season. 

Do you prioritize visual appeal, longevity, or ease of care for the customer? 

We prioritise all three—visual appeal, longevity, and ease of care—to ensure our customers get the best experience. Eye-catching bouquets attract customers initially, but we also focus on selecting flowers that are long-lasting and easy to care for. This way, customers not only take home a beautiful arrangement but also enjoy it for as long as possible with minimal effort. 

How often do you update or refresh the bouquets available for sale? 

We work closely with our expert suppliers to ensure that each bouquet is carefully curated, with flowers that complement each other in both colour and texture. Our selection process considers the overall look and feel, making sure each arrangement is visually appealing and balanced. It’s a collaborative effort between us and our suppliers to create bouquets that not only look beautiful on the shelf but also meet customer expectations for quality and style. 

How do you ensure that the flowers complement each other in an arrangement? 

We work closely with our expert suppliers to carefully curate each bouquet, ensuring that the flowers complement each other in both colour and style. Their knowledge of floral combinations, seasonality, and design helps create arrangements that are visually stunning and appealing to customers. It’s a collaborative process where we select the best blooms to reflect the high-quality, fresh, and beautifully balanced bouquets we want to showcase in-store. 

How do you decide which flowers will work best for specific occasions or holidays? 

Seasonality plays a key role in selecting flowers for special occasions and holidays. For Valentine’s Day, roses are the classic choice, while Mother’s Day arrangements feature softer-toned flowers like chrysanthemums and carnations. As we move into summer, we incorporate sunflowers and other seasonal blooms to create vibrant bouquets. Colour themes also guide our selections—Christmas arrangements are typically rich in reds, whites, and greens, while Mother’s Day leans into pinks, purples, and hot pinks. Easter bouquets brighten up with yellows, whites, and soft pastel hues, ensuring each occasion has a unique and fitting floral touch. 

How do you maintain strong relationships with your flower suppliers? 

We've built a strong, long-standing relationship with our flower supplier, who has been working with us for over 25 years. Their expertise and willingness to collaborate allow us to continuously evolve our range, whether for everyday bouquets or special events. Together, we work closely to select the best blooms, adapt to trends, and find innovative ways to drive sales while ensuring top-quality flowers for our customers. 

How do you ensure that your suppliers consistently provide fresh, high-quality flowers? 

We work closely with our trusted suppliers to ensure every bouquet meets our high standards for freshness and quality. Their expertise in selecting and arranging flowers ensures that each bouquet is visually appealing and seasonally appropriate. It's a collaborative effort—together, we carefully choose the right mix of flowers to create stunning arrangements that look great on the shelf and delight our customers. 

Do you have any specific requirements for how flowers should be handled and transported to maintain their quality? 

Each label includes care instructions, and it is recommended that every bouquet be kept cool. The floral food included with each bouquet should be added to the water. 

How many bouquets do our suppliers supply a year? 

Approx.  3 .5 million across the estateÂ