Four Years of Fleur: Reflections on Growth, Challenges, and Joy
When I sit back and try to reminisce about the first year of Fleur, it almost feels like a lifetime ago.
I sat there alone from 10am–6pm, and later 12–6pm, believing in a dream with zero customers for days at a time. Back then we were only open Monday through Friday, and maybe once a week we would make a sale. Some weeks it felt “busier” because we would get a few calls, texts, or emails — but there was almost no foot traffic. At the same time, I was doing weddings, which really kept Fleur afloat. Weddings bring in much larger invoices than a $50 bouquet, and without them I’m not sure those early months would have been possible.
From Quiet Days to Busy Moments
When I think about what feels the most different today, it’s the people; the rush, the interest, and the desire people have to shop at Fleur or receive a Fleur bouquet. That shift is the biggest difference. Another big change has been internal, particularly in pricing and style. In the beginning I sold all types of bouquets and tried very hard to keep prices low so customers wouldn’t feel nervous buying from a new shop. Over time, as the economy changed and the business grew, pricing naturally evolved. But one thing I always tried to do was stay fair and consistent with our retail equation so customers felt they could trust us.
Our style evolved too. In the beginning we carried many flowers, colors, and styles while trying to figure out what people loved. Over time, we slowly honed things down to a more defined look, focusing on the colors, flowers, and shapes our customers consistently respond to. That kind of clarity only comes with time, experience, and really listening to what people are drawn to.
Evolution of FLEUR
Little Wins, Big Impact
Looking back now, I wouldn’t trade that early period for anything. There wasn’t a single moment when Fleur became something bigger than I expected, but rather many small ones. After about six to nine months, people started noticing us on social media. Slowly, customers began trickling in. Sometimes someone would walk in and say, “My friend got flowers from here and I had to stop by.” Those little comments made me realize that all those months of posting on Instagram every single day at noon were finally starting to pay off. Eventually the shop got busy enough that I had to hire a barista because I couldn’t make coffee drinks and bouquets at the same time anymore.
But the moment that really stayed with me was when someone sent me a screenshot from a Facebook group. A woman had posted, “I finally received a Fleur bouquet.” That moment meant everything to me. It meant Fleur had become something I never expected, something people wanted and were excited to receive.
There have been many other beautiful milestones along the way too. Being on the cover of a lifestyle magazine, winning Best Wedding Bouquet of 2025, being voted Best Flower Shop in Bellevue and Kirkland, and being invited by property owners to open locations in their plazas and even inside Nordstrom. Each of those moments is something I will never forget.
Growth Through Experience
One thing that surprised me the most about owning a flower business has actually been the customers. I always assumed people loved all flowers equally. But I quickly learned that everyone tends to have one specific favorite, and often it’s the same favorites for many people, which can be tricky in Seattle where certain flowers are seasonal.
However, the hardest moments during these four years were the ones when I felt alone, when no one could fully understand what I was going through or help carry the weight of the decisions that come with running a business. One of the biggest challenges was finding employees who didn’t just want a paycheck, but truly believed in Fleur and what we are building. Trust was another big stretch for me. I am very Type A and naturally a bit of a control freak, so learning to step back and trust my team to run the stores was a huge personal challenge. Maintaining the same level of quality and brand across multiple locations meant letting go of control and believing in the people around me. I also had to let go of constantly planning the future. I am an administrator at heart, so my instinct is always to plan — tomorrow, next year, five years ahead. But over time I realized that every time I tried to over-plan Fleur’s future, it never unfolded that way. I had to learn to focus more on the present than the future.
The Heart of Fleur
One thing that has never changed, though, is the importance of my team. My team makes Fleur what it is today, truly 150%. I would not have three stores without them. From my very first employee who helped build systems and procedures and manage the shop without me, to the team of seven incredible people we have today who love Fleur as much as I do. They care deeply about the brand and want the best for it. It’s a team any founder could only dream of, and I adore them.
Of course, Fleur would not exist without our customers either. Our customers are the reason our doors are still open, the reason we are still creating unique bouquets, and the reason this dream continues to grow.
Looking Back and Forward
If I could go back and tell year-one Angelina something, I would simply tell her to keep her chin up and believe in herself and the dream more. There was so much more ahead than she ever imagined and that FLEUR really is a big deal and she shouldn’t doubt that, ever. When I think about the next four years of Fleur, I actually try not to plan too much anymore. Every time I tried to map out the future, it never went the way I expected. I truly believe God has something special for this dream, and I am simply a vessel running with the ideas, passion, grace, humility, and risks that are placed in front of me.
Wherever Fleur goes next, I will be grateful to be part of the journey.
XoXo,
Your Fleurist,
Angelina
