Viktoriia Perebyinis on competition in the floristry business: how to stand out in the market

The floral business is an amazing field where the beauty of nature meets creativity and entrepreneurial spirit, and one of the most exciting figures in this world is Viktoriia Perebyinis. With her extraordinary talent and leadership skills, Viktoriia not only brings fresh ideas to the floristry industry, but also becomes the cutting edge of the industry. Her ability to combine artistic vision with a deep understanding of the needs of her clients makes her a true master of her craft. Viktoriia inspires not only her clients, but also other florists, demonstrating how to stand out in a highly competitive market and achieve success by following your passion and dream.

 Viktoriia, please tell us about your path in the floristry business. How did you start your career in this field? 

My journey into floristry began in 2021 when I opened my business in Ukraine. Since childhood, I have always loved flowers – their bright colors, delicate aromas and ability to instantly lift my spirits. The dream of doing floristry professionally was in the air, and I was full of enthusiasm. However, I started doing floristry during the Covid pandemic. During this difficult time, I managed not only to develop my business, but also to further improve my skills by taking online courses and learning new floristry techniques. I am proud that I was able to adapt to the new conditions and continue to delight people with flowers, even when everything around was so uncertain.

 What experience did you gain while working in Ukraine? How did it influence your perception of business? 

Working in Ukraine gave me a unique experience in the conditions of instability and crisis. I learned to quickly adapt to changes in the market and find creative solutions. During the first year of my business, I was able to attract more than 500 regular customers and organize more than 30 successful events – weddings and corporate events. I realized that in a highly competitive environment, it is important not only to offer quality flowers, but also to create an emotional connection with customers. This realization pushed me to continue my path in floristry and expand my business to an international level.

 You moved to the USA and continued to develop your floristry business. What are your main goals and ideas for the business?

 Yes, having a successful experience in Ukraine, where I also launched an online store that increased sales by 150% in six months, which gave me confidence in the importance of digital technologies for business prosperity, I moved to the United States and opened a new flower delivery company. This experience taught me how to manage a business not only in a highly competitive environment, but also how to build an emotional connection with customers, which became the basis of my approach to the new market. In California, I have already started collaborating with local suppliers and organized several successful floral master classes that attracted public attention and helped me establish important connections in the community. My goal is to create a unique service that will be different from others in the market. I want to offer not only flower delivery, but also event planning. At the moment, we are working on launching a website and have signed a contract with a marketing platform that will help develop my business to the next level.

 How do you plan to stand out in the highly competitive California florist market?

 The competition in the floristry business is really high here. I believe that the key to success is quality marketing and a unique approach to customers. We plan to use various strategies, such as collaborations with other businesses, such as beauty salons, to attract new customers. We will also work on quality content for social networks to create an interesting and attractive image.

 You mentioned a collaboration with a beauty salon. How does this look in practice? 

We held a promotion for International Women’s Day. The salon’s clients received small bouquets as a compliment. This not only increased their loyalty to the salon, but also drew attention to my business. Each bouquet contained my business card, which allowed people to learn about my services.

 What other promotion methods are you considering for your business? 

I am going to hire a targetologist who will be in charge of setting up advertising, and will also continue to cooperate with marketing agencies. In addition, I actively use social networks for promotion. We will also test new ideas and approaches to understand what works best for our audience.

 How do you rate your entrepreneurial abilities? What skills do you think are most important for business success? 

I have always had an entrepreneurial spirit and I feel like I am on the right path. Ever since I was a child, I have shown an interest in creating new things, whether it be small projects at school or trying to organize events for friends and family. This spirit of innovation and desire for independence led me to the realization that business is not just a way to make money, but also an opportunity to realize your ideas and influence the world around you. I believe that it is not only the idea that is important, but also the ability to implement it correctly, which requires an integrated approach and strategic thinking. The most important skills for achieving success in business are good communication skills, the ability to structure work and delegate responsibilities. Effective communication with your team, clients and partners allows you to build trusting relationships and create an atmosphere of cooperation. The ability to structure work processes helps optimize time and resources, making your business more productive. Delegation of tasks, in turn, allows you to focus on strategically important aspects of the company’s development without losing control over the execution of day-to-day operations. All these skills together form the basis for a successful business. Marketing is also extremely important – without it, even the best product can go unnoticed. For example, in Ukraine, I was able to increase my customer base by 150% in six months thanks to active marketing strategies, including social media and targeted advertising campaigns. This allowed me not only to attract new clients, but also to establish strong relationships with existing ones, which ultimately gave me the opportunity to organize three dozen events. This experience confirmed that a competent approach to marketing can significantly change business results, and for the better.

 Speaking of the high level of competition, how do you feel about the risks associated with opening a physical store?

 At the moment, I work from home, and there are practically no risks. However, when I open a physical store, the situation will change. I understand that this will require significant investment, and therefore I plan to first increase the customer base before taking this step. I want to be sure that the business will be profitable, and not work at a loss. My ideas are focused on sustainable development and eco-consciousness, which is especially relevant for California, where consumers actively support environmentally friendly and socially responsible initiatives. I plan to use recycled materials and offer products that minimize the impact on the environment. This will attract customers who care about the future of the planet, and create a positive image of my brand. Moreover, I have already gone through this path, so I understand what and how I should do for successful development so that my business becomes not only profitable, but also useful for society.

 What are your plans for the future? Where do you see your career in five years? 

In five years, I plan to have several stores in different states. I am also thinking of creating my own florist academy where I can teach others. It will not just be a business, but a place where I can share my experience and knowledge. In addition, I will definitely continue to develop as a florist and learn new styles, such as Korean floristry, which is currently at the peak of popularity.

 You clearly have a strong drive for growth and learning. How else do you plan to further develop your skills and advance in your profession?

 I intend to take additional courses and trainings both in the CIS and in America. This will help me not only improve my skills, but also bring something unique to my business. After all, constant learning is the key to success in any profession, especially in such a creative one as floristry.

 What advice can you give to aspiring florists who want to stand out in the market?

 My advice is to not be afraid to experiment and find your own style. It is important to understand that floristry is not only about flowers, but also about how you present them. Do not forget about marketing and communication with clients. Create unique offers and do not be afraid to stand out. And most importantly, believe in yourself and your ideas. Success comes to those who are ready to work and develop.

 Thank you, Viktoriia, for the interesting conversation and your valuable advice. We wish you good luck in your business and the implementation of all your plans! 

Thank you! I hope my experience will be useful to others, and I look forward to what the future will bring.