Today we’d like to introduce you to Joseph Guggia.
Joseph, we appreciate you taking the time to share your story with us today. Where does your story begin?
I began my florist journey as a delivery boy at the age of 16, learning about the floral industry during that time. That led me to Carpinteria, where I became an assistant grower at the first chain store growing nursery, Sandlyland. The nursery primarily grew potted chrysanthemums, which was a huge seller at the Safeway grocery store chain. Tropical plants were just starting to become popular, the “hippy” movement of peace, love and the earth being a huge catalyst for these gifts of nature. I became in charge of the tropical growing section of the nursery; my passion for the industry had begun.
Ahead a few years, and my wife and I bought the florist shop I had worked at in my teen years. We owned the store for 33 years, then realized the profit margin just wouldn’t work with overhead, etc., so I rebranded and have worked on my own since 2011. I learned how to use my cell phone to interact with clients, got a website sharing images of my own work that I didn’t have to pay “up front” for, and worked diligently to get 5 star Google and website reviews. I realized asking for these with happy customers (sharing the link on my Google page) was the smart thing to do. Personal service and quality are the key to repeat business, in floristry and any venture. I honed and offered my skills in home staging, custom porch replanting and staging, creative artificial designs ….anything that sometimes might need my visual slant on. With this added income during slow times, I was able to keep us afloat form years.
My latest passion has been to become an author. A couple years ago I decided a story that had been in my brain needed to be put in writing, a story of child abuse in mid century California. I hired a publishing company, worked on it and finally got it published. I’ve written a seconded book that has been published, and now on my third book, with 3 more in the “note” stages. My focus is stories that take life, it’s ups and downs, and shows how this affects us in the world. I’ve hired a different publishing team who has built a landing website for my work, www.joeguggiawrites.com and I am in this for the long haul. The bridge between floristry and story telling reveals how the two have similar elements: a creative aspect, the mechanics of building, an eye for the “follow through”, and an ending to satisfy the viewer.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
With floristry retail, it’s a very up and down business. As with any business there is competition, overhead, employees, etc. The difference is that being a florist requires one to relay client’s feelings for whatever occasion it might be. It’s almost like being a set designer, creating the set to enhance the feeling of the play. In this case, the emotion the sender wants to convey. Along with this impeccable service is just as important.
Being an “occasion” business can be the most difficult part. You can never know when business might come in, and you have to be prepared for anything. Yes, holidays or more of a sure thing. But the rest of the time, you never know. I’ve had decades of different economies, some great, some not. Which is why I started doing the extra things I pointed out, home staging etc. It filled in the financial blanks at different times. Being diversified in this industry has been key to my success.
The decision to close our shop was the most difficult, but proved to be the smartest thing. Letting go with brick and mortar retail was tough for me. But, the best decision I ever made.
With my author journey, I plan on being successful, touching a market that needs to be recognized, nurtured. That is hugely exciting for me.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I’ve built my floral business on being more creative than the normal florist, along with incredible service. Setting myself apart brings in business from around the globe, having great Google reviews and a custom website with my own work. Clients see the images on the site and the reviews, and immediately trust me. I do it all myself, which allows me to have personal contact with everyone involved. Being industrious has been huge for me. It enables me to design quickly, understanding the needs and wants of the people involved. I text them an image of the design, along with letting them know when it has been delivered. And delivering myself keeps problems at a minimum.
The same with writing. I’m telling stories that have period relevance, that explore human emotions, and help us learn more about the world….and ourselves. Some stories can be brutal. The “wakeup” call is important for me to relay, getting readers to think about situations and how they might apply to themselves. Everything requires time and energy. Building trust is everything, as a florist and an author.
What has been the most important lesson you’ve learned along your journey?
What I’ve learned is that while humans can be predictable at times, you never know what might happen. Be friendly, understand their needs, and let them know they count. We all want to be seen and heard. So listen, not judging or trying to solve the problem. Let them be heard.
Contact Info:
- Website: https://www.joeguggiawrites.com
- Instagram: https://www.instagram.com/joeguggia/
- Facebook: https://www.facebook.com/joeguggia
