The sustainable florist Millennials love
Kiran Seehra explains how her business found an innovative solution to the florist industry’s environmental challenges.
In the midst of ongoing lockdowns in 2021, Kiran Seehra found hope and inspiration in her customers’ stories.
As the founder of preserved flower business Amarante London, she is privy to some of her customers’ happiest moments – from birthdays to anniversaries, new babies to engagements – and during COVID-19 these everyday celebrations were a reprieve from the gloom of lockdowns.
“I loved seeing all the wonderful messages that people send, especially during COVID-19 when things were really difficult for everyone. People couldn’t travel but they could still send flowers. It’s a really lovely business to be in."
Make it sustainable
A former financial analyst – and long-time lover of flowers - Seehra launched Amarante in 2019. She came up with the idea after learning about the damaging environmental effects of fresh flowers.
“Fresh flowers are intensively farmed, [often] in less developed parts of the world, where farmers, unfortunately, are still exploited. And then they tend to be flown around the world a few times [by plane] from wholesaler to wholesaler to retailer… so they come with huge carbon emissions.
Her solution? To work with a B-Corp-certified farmer in Ecuador, who supplies roses which are then preserved. “Because we go direct to the farm, we avoid the huge carbon emissions."
People couldn’t travel but they could still send flowers.
Seehra founded Amarante three years ago – and since then the brand has grown to a seven-figure business with dozens of staff.
She and Amarante feature in Clearpay’s Make It Your Way series, which celebrates small business owners who are creating businesses of the future, and carving their own path to success.
Make it sustainable
A former financial analyst – and long-time lover of flowers - Seehra launched Amarante in 2019. She came up with the idea after learning about the damaging environmental effects of fresh flowers.
“Fresh flowers are intensively farmed, [often] in less developed parts of the world, where farmers, unfortunately, are still exploited. And then they tend to be flown around the world a few times [by plane] from wholesaler to wholesaler to retailer… so they come with huge carbon emissions.
Her solution? To work with a B-Corp-certified farmer in Ecuador, who supplies roses which are then preserved. “Because we go direct to the farm, we avoid the huge carbon emissions."
We go direct to the farm to avoid huge carbon emissions.
Today, Amarante is a zero-waste business, with all bouquets created once they are ordered “so we don’t hold any stock of finished products”.
Make it my way
Seehra admits that building Amarante has been a steep learning curve. “I basically built the business by watching YouTube videos. They have been my source of knowledge on everything!”
In the early days, she says her biggest challenge was finding enough hours in the day! “I was basically working around the clock. I was the customer support [person] and the marketing manager and the operations [manager] – and I was having to do all these things I’d never done before.”
Make it customer first
Seehra credits much of her success to Amarante London’s focus on customer service. The business has excellent TrustPilot and Google Reviews, and offers fast, same-day delivery.
Seehra and her team also take a personal approach to customer experience.
“With every order that we place, I still send an email to the customer saying thank you. It just genuinely still means that much [to me].”
Make it with Clearpay
Offering Clearpay was an extension of Amarante’s focus on positive customer experience - and Seehra says that a significant proportion of her customers now use Clearpay, which has helped grow average order value.
“I think that shopping with services like Clearpay is the norm for young people now and they expect businesses to have it."
Shopping with Clearpay is the norm for young people now. They expect it.
As COVID-19 restrictions recede, Seehra continues to enjoy the optimistic and positive aspects of her floristry business – as well as the fast pace.
“It’s very chaotic. Two days here are never the same. You just feel like you’re on adrenaline the whole time. But I enjoy that.”
All references to any registered trademarks are the property of their respective owners. Clearpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.
