Sisters Johanna Bareford (left) and Elizabeth Call (right) have owned King William Florist since 2005. The pair credit their dedication to their success.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature will spotlight SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
In 2005, sisters Johanna Bareford and Elizabeth Call took over a flower shop in the small, rural town of King William, Virginia, on “a wing and a prayer.” With a lot of hard work and dedication, the flower shop is thriving.
What Excites Them
Bareford and Call say that the most exciting part of their jobs is designing and the opportunity to be creative. They enjoy working with peonies and unique flowers, which they seek out from a local flower farm.
“Flowers are our passion,” they say. “We strive to brighten the days of our customers… Flowers can change one’s mood and make a difference in one’s day. We have happy days and incredibly sad days in this business.”
Best Business Advice
Bareford and Call are the daughters of farmers, and were raised to value hard work, they say. Their journey as florists has included trials and growing pains, but they say their success has been because of their dedication to the business.
“It takes 110 percent,” Call says. “It’s all or none. We have devoted 17 years to our business and committed ourselves to success.”
Biggest Challenge
Like many florists, the sisters are challenged by their growing business. They are finding it is hard to ensure they have enough staff to provide all of their services and fulfill orders. Inflation is also a challenge, they say.
Why SAF?
Bareford and Call joined SAF last fall because they wanted to expand their education and learn about the industry. To that end, they brought their staff to SAF’s 1-Day Profit Blast in Baltimore, Maryland in November, which they found to be a refreshing and educational break from the daily routines of working in the flower shop, Call says.
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.
