The most meaningful customer moment
I don't think I can choose just one meaningful customer moment. There are too many. There are days, weeks, conversations, and small interactions that constantly remind me why Fleur exists in the first place.
Sometimes it's something simple — like someone walking by and saying, "I get all my florals from this place." Or a subscription client catching us during a delivery and saying, "I've loved every single thing you've created for us." Sometimes it's a compliment about our customer service. Sometimes it's someone telling us we "saved the day" with flowers they needed last minute.
And sometimes, it's much deeper than that.
When Flowers Become a Memory
There are moments where flowers become part of someone's memory. Like the customer who gave a Fleur bouquet to their grandmother — and it ended up being the last bouquet she ever received. We later heard from her grandson that she had said they were the most beautiful flowers she had ever gotten, and that Fleur would always remind him of her.
That kind of moment stays with you. It gives the flowers a meaning far beyond what we created in the shop.
The Ones Who Keep Coming Back
There are also the customers who come back again and again. The ones who say, "I get all my special occasion flowers from here — and only here." That kind of loyalty is something I never take lightly.
There's also something really special that's started happening more recently. Customers will send us their private Pinterest boards — the ones they've saved for their weddings, their future homes, their dream moments — and I'll see Fleur bouquets on them. That feeling is hard to explain. Because Pinterest is where people save what they truly love, what they dream about, what they hope for one day. And to see Fleur be part of that — part of something so personal — is incredibly meaningful.
The Reaction at the Door
And then there are the deliveries. When you knock on a door and someone opens it not expecting anything — and suddenly their whole face changes because they received flowers that day. That reaction never gets old.
And sometimes, it's not just the flowers they're excited about. It's the packaging. So many of our customers ask for the "Fleur box" — what we call our Fleur bags. They recognize it, they look forward to it, and they associate that experience with receiving something special.
We also have customers who send us photos of how they reuse our Fleur coffee jars — for their kids' toys, for juicing, for overnight oats. Seeing our pieces live on in someone's home in a completely different way is always so special. It's a reminder that what we create doesn't just end when the flowers are gone.
Being Part of the Moment
But it's not just bouquets. It's the events, too. The weddings we've been part of. The bridal showers, baby showers, birthdays — whether it's someone's first birthday or their 40th. The moments people choose to celebrate in our spaces or with our flowers.
At our Nordstrom pop-up, we've had the honor of being part of so many graduations — high school, college, masters — and even ballet recitals for the little ones. Each one a milestone. Each one a reason someone walked in wanting to make the moment feel special.
Our Kirkland studio has seen so many of those moments too — photoshoots for someone starting their brand, engagement celebrations, first-time creatives stepping into something new. Watching people create something of their own in a space we built is just as meaningful as the flowers themselves. Even the markets we've hosted, the vendors we've collaborated with — all of those moments matter. They may seem small individually, but together they create something much bigger.
All of It
I think what makes it so meaningful isn't one big moment. It's the accumulation of all of them. Every conversation. Every compliment. Every returning customer. Every reaction at the door.
All of it reminds me that Fleur isn't just about flowers. It's about being part of people's lives — sometimes in big moments, sometimes in quiet ones. And I don't think that's something I'll ever get used to.
XoXo,
Your Fleurist,
Angelina
