Garri Vardanyan: “Every client deserves not just a beautiful bouquet, but a unique experience”

According to ResearchAndMarkets, the floral gifting market in the US is expected to grow at a rate of over 5% next year. Experts in the industry believe this trend is partly due to the significant increase in immigrants: they bring their cultural traditions where flowers play an important role in festive, family, and religious ceremonies. In some cultures, flowers are an integral part of daily life, whether as a gift, a symbol of respect, or an element of decor. This contributes to the increased demand for fresh flowers and unique floral arrangements.

Against this background, the experience of specific successful businesses that are increasing their turnover is interesting: how they found their niche and how they stand out among their competitors. Such a company, La Fleurel Inc. was founded by Garri Vardanyan, a native of Russia. Every step of his journey is a response to current and future demands and trends: from opening his own or franchise flower stores in the U.S. and innovative designs to developing a universal platform for florists and flower stores.

His clients include many celebrities and major brands, and the store’s operations have been recognized with prestigious awards. This success story is even more impressive because it was achieved by immigrants – those who are significantly contributing to the promising growth of the floral gifting market. How to achieve such results will be discussed below.

Identify a Promising Niche 

Garri and his now CEO, Giliana, initially noticed the low quality of supermarket bouquets. “At that time, one of our good friends was dating a girl from Russia who was obsessed with flowers,” recalls Garri. “Given that Giliana is from Russia, she understood well what is considered a good quality flower gift. So, she started helping him create bouquets.” This inspired a business focused on high-quality arrangements.

This seemingly simple observation—the stark contrast between the readily available, yet lackluster bouquets in supermarkets, and the vibrant, artfully crafted arrangements that Giliana could create—became the seed of La Fleurel. It wasn’t just about filling a need; it was about elevating the entire experience of giving and receiving flowers. They recognized that there was a market for something more, something special, something that went beyond the ordinary.

Create an Online Presence, Obtain Education and Professional Experience 

Garri and Giliana created their first online store, Lame De Fleurs, on Shopify and an Instagram page. Garri’s MBA, especially his e-commerce course, proved invaluable, giving him the business acumen to navigate the complexities of online retail, supply chain management, and digital marketing. Giliana’s practical experience, honed at a prestigious Los Angeles flower company, provided the artistic foundation, the essential understanding of floral techniques, design principles, and the delicate handling required for these perishable works of art.

They handled everything from bouquet creation to delivery and advertising, learning the business from the ground up. “Ads were the biggest challenge to me as it simply was not working out as I wanted to,” says Garri, noting their eventual success with Yelp after struggling with other platforms like Google Ads, Instagram, Facebook Ads, and even YouTube. This experience highlights the importance of adaptability and persistence in the ever-evolving world of digital marketing. They didn’t just throw money at advertising; they strategically experimented, rigorously analyzed results, and intelligently refined their approach until they discovered the channels that effectively reached their target audience.

Expand Advertising Presence and Optimize Processes 

Valentine’s Day significantly increased orders, leading them to fully commit to the online store. This pivotal moment, a true test of their fledgling business, forced them to scale quickly and efficiently. They demonstrated a keen understanding of market dynamics by increasing advertising sevenfold, a bold move that signaled their commitment to capitalizing on the heightened demand and reaching a wider audience.

Recognizing the importance of a polished and professional brand image, they hired a designer, created a professional Wix website, and rebranded La Fleurel. In time, a  Los Angeles office opened with success. They also focused on expense optimization, finding better suppliers, and leveraging economies of scale. This continuous improvement in operations and cost management was essential to their profitability and long-term sustainability, allowing them to reinvest in the business and fuel further expansion.

Manage Logistics 

Today, 80% of orders are through the website, with BloomNations handling delivery planning, streamlining their operations, and allowing them to focus on other crucial aspects of the business, such as design, customer service, and marketing. Phone orders (15%) require personalized recommendations, showcasing their unwavering commitment to customer service even for those who prefer a more traditional ordering process.

They use delivery services and Uber for peak times, demonstrating flexibility and resourcefulness, but their couriers for VIP deliveries, ensure a premium, white-glove experience for their most valued clients. This sophisticated, hybrid approach to logistics allows them to balance cost-effectiveness with the personalized, attentive service that defines their brand and sets them apart from the competition.

Establish Excellent Customer Service 

Garri considers excellent customer service La Fleurel’s main advantage, the very heart of their business philosophy. They meticulously monitor feedback, constantly seeking ways to improve and exceed customer expectations. Their 4.9-star Yelp rating, along with prestigious awards like “Highest Rated and Best Reviewed Business on Yelp” and “One of the Best Florists for the Year 2024” by BloomNation, are not just accolades; they are tangible proof of their commitment to customer satisfaction and the positive word-of-mouth that has been instrumental in their organic growth. Clients include major brands and celebrities, a testament to their reputation for excellence and discretion. “Honestly, I didn’t recognize him,” Garri admits about Stevie Wonder’s visit. “I just asked what we could do for him.”

He believes word-of-mouth from VIP clients is crucial. “For example, we delivered flowers to Jessica Alba’s home, and she liked the arrangement very much. The following week, Alba and her husband ordered the same bouquet for friends.” This organic, word-of-mouth growth, driven by genuinely satisfied customers, is a powerful indicator of La Fleurel’s success in cultivating a strong, positive brand reputation.

Follow Trends and Develop a Unique Selling Proposition 

La Fleurel tracks trends anticipates the ever-changing tastes of its clientele, and offers original ideas, constantly pushing the boundaries of floral design. In 2024, bright, colorful compositions were particularly popular. “We have our unique design, which we call ‘Razletayka,'” says Garri. “It’s a chaotic distribution of levels and the final shape of the bouquet. By the way, this design is particularly favored by celebrity clients.

We also have another signature design called ‘Horned’ because the bouquet is shaped like a horn with pointed ends on both sides.” These designs, so distinctive that competitors even copy them, are La Fleurel’s unique contribution to the market, solidifying their position as innovators and trendsetters. The average check is $250, a reflection of the high quality and artistry of their arrangements, driven by targeted advertising and excellent service.

Expand the business 

Garri opened a second Pasadena location, launched a separate website, and implemented a new PoS system. This strategic expansion demonstrates not only his ambition but also his astute understanding of the importance of reaching new markets and providing greater convenience for his growing customer base. Expansion creates jobs and supports related industries, contributing positively to the local economy.

Boldly Plan for the Future 

Projected 2024 revenue is near $700,000, with expectations to surpass $1 million in 2025 with the new Pasadena store and planned locations in Orange County and Santa Clarita. Long-term plans include more stores in Miami and New York, flower cultivation, franchising, and an all-in-one platform for florists by 2028.

This platform will cover payment systems, advertising, growth strategy, CRM, and delivery planning, empowering other florists and small businesses. He is also developing a US flower farm, creating jobs and reducing reliance on imports, further contributing to the national economy. These ambitious plans demonstrate Garri’s vision for La Fleurel, not just as a successful floral business, but as a leader in the industry, fostering innovation and growth.

Know What You Work For 

As Director of Operations, Garri focuses on daily operations and long-term strategic projects. “Over the years of running the business, I have realized that the key to success is attention to detail and a constant pursuit of perfection,” he summarizes. “Every client deserves not just a beautiful bouquet, but a unique experience that will remain in memory.” This philosophy, instilled throughout the company, is the driving force behind La Fleurel’s continued success. It’s not just about the flowers; it’s about the entire experience, from the initial consultation to the delivery of the final product.

It’s this unwavering commitment to excellence, this dedication to crafting memorable experiences, that truly sets La Fleurel apart and keeps customers, including high-profile celebrities and discerning clientele, coming back for more. It’s this passion for floral artistry and unwavering commitment to customer satisfaction that has transformed a small, kitchen-based operation into a thriving, multi-million dollar business, a testament to the power of vision, dedication, and a deep understanding of the market.

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