Finding Your Niche as a Florist (and why it Matters)

When you’re just starting your floral business, the idea of picking a niche might feel like boxing yourself in. You may be asking, *"Why limit myself when I can do it all?"* But here’s the truth: finding your niche isn’t about limiting your creativity — it’s about creating clarity. It’s the foundation for building a brand that stands out, attracts the right clients, and gives you the ability to grow with purpose.

When I discovered that my niche was servicing Sydney brides my business and creativity was given clear direction

What Is a Niche, Really?

A niche is the specific space you carve out for yourself in the industry. It might be:

- The type of work you do (weddings, elopements, daily deliveries, workshops)

- A signature style (garden-inspired, minimal, avant-garde)

- A client type or vibe (eco-conscious couples, high-end events, community-focused gifting)

Your niche helps you focus your marketing, pricing, and overall business strategy — and it makes it easier for clients to know you're the *right* florist for them.

Why Finding a Niche Can Transform Your Business

It Builds Trust

Clients want to hire someone who feels like the perfect fit. A clear niche helps you speak directly to your ideal client’s needs and aesthetic. When someone lands on your website or Instagram and says, "This is exactly what I was looking for," — that’s niche magic.

It Makes Marketing Easier

You’ll know what to post, what to say, and how to position your offers. You can stop trying to appeal to everyone and instead focus on resonating with your people.

It Supports Sustainable Growth

You can build systems, set prices, and streamline your work more effectively when you know exactly what you're offering and to whom. It’s easier to say no to things that don’t align and say yes to the right opportunities.

It Doesn’t Mean You Can’t Evolve

Your niche can (and probably will) shift as your business grows. The key is starting with clarity — and adjusting with intention as you learn what lights you up and what your clients truly need.

How to Start Defining Your Niche

1. Look at What You Love

What kind of floral work lights you up? What designs do you love creating? What type of clients energise you?

2. Notice What People Ask You For

Sometimes your niche is already forming — based on the referrals you get, the feedback you hear, or the type of work people are consistently drawn to.

3. Get Clear on Your Values

Is sustainability important to you? Do you love storytelling? Do you value connection, artistry, or innovation? Let your values guide your brand direction.

4. Try Before You Commit

You don’t have to choose overnight. Experiment with a few types of work, reflect, and refine as you go. If you’re unsure what your niche is I encourage you to take on a range of different clients with different aesthetics and see which ones you enjoy.

Finding your niche doesn’t mean you have to say no to every opportunity outside your lane — it means showing up with clarity and confidence in your message, your style, and your value.

You can still be creative, still grow, and still pivot — but having a niche gives your business a strong foundation to build on.

So, what’s the work that makes you feel most like you? Start there — and let that guide the brand you’re building.

Want help uncovering your niche? This is something I help florists with all the time in 1:1 coaching. Reach out if you’d like to explore it together!