Did you know that we have a real life, actual floral boutique hiding in the nether streets of Cape St Francis? Having heard about the Little Flower Shop from its satisfied customers and been blown away (‘scuse the pun) by its stunning creations we decided to track down the owner, Vidette Jorge. She was only too happy to share her thoughts on blooms, business savvy and beautiful bouquets with Dune Daisies.

DD: Hi Vidette, it’s so lovely to have you with us, sitting in the Dune Daisies HQ today. How did the Little Flower Shop start, what was your motivation?

VIDETTE: Well, the Little Flower Shop launched a couple of years ago, on Spring Day (1st September 2021). It is a bespoke florist located in Cape St Francis that specialises in whimsical, sustainable creations for a range of events, weddings, celebrations, as well as private clients. The seed of the Little Flower Shop was planted whilst I was living in Ballito. There was this empty, dead space in our local mall which I thought would be the perfect place for a small flower shop. It would brighten up the area and offer beautiful, ecologically sustainable flowers to its customers.

However, real life took over this idea and the mall space remained empty. Then post Covid, I was chatting with a friend on how to do something more for myself and to explore hobbies that could become a profitable business. It had to be something creative. And my friend mentioned flowers, which reminded me of my ‘flower shop dream’ – and the flower idea took shape. The fully developed business as it is today took a lot of hard work, late nights and determination.

DD: Where do you get your flowers from?

VIDETTE: My flowers used to be sourced from the W Cape, but now, with a firm eye on carbon footprint and sustainability, I prefer to keep it local and seasonal. I do get the odd request for an event display that requires overseas sourcing, but local is definitely preferable. The Little Flower Shop offers unstructured styles of seasonal, local flowers – with the final bouquets mimicking the movement and diversity of wildflower groves. Dyed, artificial flowers are not that welcome in my shop.

DD: Who buys your creations?

VIDETTE: Lots of my clients are from overseas. They contact me to buy for local St Francis Bayers – for baby showers, work events, birthday and anniversary celebrations and of course weddings. My local client base is also growing every day.

DD: How can your clients make the most of your flowers?

VIDETTE: Flowers have different life expectancies depending on where they are grown, what their growing conditions were, how they were harvested and how well they are looked after. So I would say the life expectancy is anywhere from 4 days to 3 weeks. Dahlias last only 4-7 days.

I would keep your flowers in a cool, not too bright area, change their water every 2nd day to stop bacteria growing, have no leaves in the water and every time you change the water, cut off the bottom stems in an angle.

DD: What makes you want to spring out of bed in the morning and start flower arranging?

VIDETTE: My absolute best-thing is the deliveries! Watching people’s reactions is just amazing. It is the whole feeling that goes with someone receiving a bouquet of flowers – even if it is for a sad occasion. It is really such a boost for me. Some people hug me, some cry – it is the best part and totally makes my day.

DD: When do you have to breathe deeply and dig even deeply-er?

VIDETTE: The hardest part for me is people not being educated on flowers, and on how much they actually cost. People don’t realise the time and effort in creating the final product. It’s not mass produced; the growing, cutting, it is all hand done. Some bulbs planted into the ground now will only be ready in a year’s time! And when dealing with local suppliers, they put in such a lot of effort and it is really hard to decide what value to put on that. And of course the final cost is also dependent on what type of flower my clients choose. I offer luxurious and premium blooms, that are fragile and not hardy.

DD: What is the most important thing you have learnt since starting your business?

VIDETTE: One of the biggest take home messages I can share with you is the need to be flexible. The flower business is one beset by many environmental challenges, from rot to flooding, to drought and pests. Many hoops need to be jumped through before the flowers arrive at my workshop – I often have to work from plan ‘A’ right through to ‘F’! I have learnt not to promise too many specific flowers to my customers, to avoid disappointment.

These flowers don’t just grow, harvest, transport, wrap and deliver themselves.

DD: Any tips for those wishing to start their own small business?

VIDETTE: This journey has been a HUGE learning curve for me. I have had to learn more about business and self-development than the actual flowers. Mind-set is the key. You have to work on your mindset, believe in that you are doing, don’t worry about what everyone else is doing, don’t compete and really, just believe in yourself. That, and business skills. Network and take courses to learn as much as you can. I have also learnt such a lot from the wider, international, floral community and have met such cool people online, from places as far away as Australia and the USA.

It is important to remember that you are supplying not only product, but you are also providing a service to the community.

DD: Can you share your flower of the month?

VIDETTE: It is difficult as the seasons are changing and we are now moving into autumn. I would choose Scabiosa or cosmos – but they are also coming to the end of their season.

DD: If you could name your favourite flower and colour, what would they be?

VIDETTE: I have no favourite flower or colour!  I definitely like more ‘airy’ flowers, peonies or speciality garden roses. If I had to choose a bouquet for myself, it would look like a wild field. Some flowers blowing in the wind, heavier ones down below – just how nature intended. I would love my perfect bouquet to showcase the whole life cycle of the flower – from it being in bud, to full bloom, and then also including the browner, drier elements. Bouquets should include flowers not only in their full bloom.

I love all the seasons of a flower.

DD: What should our readers consider when choosing a florist?

Find your Daisy:

“Happiness is to hold flowers in both hands”

Japanese proverb

Dig Deeper

  • Tulips were once more valuable than gold! In 17th century Holland, a single bulb could cost $2000 – “Tulip Mania”
  • Floriography is the use of flowers to communicate. This language of flowers dates thousands of year across diverse culture.
  • Flowers have been part of wedding ceremonies dating back to Greek and Roman civilizations, but the bouquet toss originates from England in the 1800.
  • The Rhizanthella orchid that grows in Australia blooms underground. It is pollinated not by bees, but by beetles.
  • The white lotus is the only plant to fruit and flower simultaneously.

See Lucy’s Flowers & Sow Small Garden to dig even deeper

Find your Birth Flower and Meaning

Know your Daisy

  • Born in Joburg
  • Moved to St Francis in 2015
  • Has two children
  • Owns a Basset Hound and a Green Cheek Conure
  • Favourite places are the Cape St Francis beach and the Wildside

“To me, flowers are happiness.”

Stephano Gabbana

VIDETTE:  Find someone you trust, who’s product you love. Remember that you are dealing with a creator; make sure you have seen their previous work. The vision you have in mind for your final product must align with that creation. So choose wisely.

DD: Lastly, what do you love about living and working in this area?

VIDETTE: It is a truly amazing community. I love that people stick together and help each other. Everyone is there for each other. You don’t get that in cities and bigger villages.