Spotlight On: Hazel Gardiner
Welcome to "Spotlight On," this month's series of blog posts where I illuminate the stories of inspiring small businesses. In each installment, I'll shine a light on the passion, perseverance, and innovation that drive these remarkable small businesses to flourish.
Today, I've got a treat for you – a sit-down chat with a dynamo business owner, Hazel Gardiner. Hazel, an esteemed London-based botanical artist and TV broadcaster, established her eponymous studio in 2016. Renowned for crafting seasonally responsive designs tailored for events, editorials, and campaigns, the studio has distinguished itself with a signature style that embodies theatricality. Integrating an innovative blend of fresh, dried, and edible materials with planting, Hazel Gardiner Studio consistently champions sustainable practices. As a result of their commitment to artistic excellence and environmental responsibility, they have garnered the attention and collaboration of globally recognised brands.
I’m diving into her wild ride through entrepreneurship, covering everything from the euphoric highs to those "pull your hair out" lows, the epic struggles, and the sweet taste of success. Get ready for a conversation packed with insights, real talk, and a whole lot of cool stories about making it big in the world of small business. So, if you're looking for inspiration, witty insights, and a behind-the-scenes look at what it takes to make it in the world of small business, you're in the right place.
Imagine you're having coffee with someone who dreams of starting their own small business. What three pieces of advice would you offer them, and why are they crucial?
My first piece of advice would be that starting your own business requires tenacity, self-belief, and faith in your idea, with a big dollop of passion for the industry you're about to enter. All these elements combined need to run alongside equipping yourself with as much research and information as possible about the industry you want to enter. This can be data-driven, looking at case studies, trend reports, or what I found most enlightening was speaking to people that currently excel in the same arena. You don't necessarily need a thirty-page business plan; you may even have no competitors, such is the originality of your idea. You do need to know the reality of what you need to be successful, however that looks for you. It could be financial, a balance between work and life, or simply work contentment. Whatever your intention, you need a clear understanding of your audience and how this business works with everything else in your life. The next piece of advice is to have flexibility and remain open. The world may throw something at you that you weren't expecting. It may be illness, a circumstance in your personal life, or your passion for a certain area of your business may shift. Change is a fact of life; don't resist the niggles of resentment in your head or be scared to relook at your goals. Accept new challenges and opportunities if they fit within your values, even if it's a surprise. The worst thing you can do is ignore your inner voice. True bravery is acting on any feeling of unfulfillment and making the necessary changes. This is where growth and transformation happen. Thirdly, don't compare yourself. There's a healthy line between equipping yourself with awareness and admiration of competitors and having an unhealthy obsession with others in your industry. Have a think, how is this behavior serving you? Jealousy stops you from moving forward; if you feel it, ask yourself why. What are you envious of? 98% of the time, it's because you want the same thing. Add this to your goals, stop comparing, and spend your time working on how to achieve it instead. In floristry, there are so many different styles, like any artist, I had to form my own aesthetic, which is now the Studios USP and the reason brands work with us that are aligned creatively. This would not have been possible if I was constantly looking right and left.
Small business owners often wear many hats. How do you balance the roles of boss, marketer, strategist, and more?
Delegate and outsource. At first, due to working in high-pressure television production roles and starting a previous vintage and event business from scratch, I had the skills to do many roles. I quickly learned that running the studio, just because I can, doesn't mean I should. Firstly, I asked myself, do I want the business to grow? I'm a firm believer in staying small if it suits your energy levels and work capacity. I wanted to grow to enable the floral studio to become more self-sufficient to concentrate on creative direction and broadcasting opportunities. The only way I could do this was to get more support. I also don't micromanage and have found people who are hugely talented in their field, whether this is a member of our freelancer florist team or my EA. Their skills magnify the business more than I could have ever done.
Can you describe a moment when you realised your business was truly making a positive impact on your community or industry?
It's more about an opportunity that arose due to the success of the studio and my knowledge, which is being appointed a Trustee of the Garden Museum after a rightfully lengthy interview process. My role is to help foster the Museum's expanding young, digitally aware, and diverse audience. Inclusivity, education, and spearheading diversity and accessibility within my industry are values integral to me personally and within the business. This was further amplified by the #blacklivesmatter movement. As a black business owner in a largely non-diverse and male-dominated industry, I'm happy to be vocal about the many disparities that still exist. Encouraging and promoting the mental health benefits of working with nature is something I hold dear after a rare cancer diagnosis in 2007 changed my relationship with the earth forever. To be able to promote this and spearhead change working with the RHS, Future Gardeners, and within my role at the Garden Museum has brought me the greatest sense of achievement.
Small businesses often have limited resources. Can you share a story about a time when resourcefulness and creativity played a significant role in achieving a business goal?
The pandemic was a hugely testing time for all business owners. It taught me resourcefulness, which was admittedly hugely difficult and exhausting, but I had to draw on my resilience. We quickly turned to creating bouquets for delivery, which as a studio florist ordinarily working on brand events, advertising, and editorials was new for us. I also began creating content on our Instagram account, showing garden hacks from my garden in Hackney to floral demonstrations, which gained a whole new audience. I began and continue to create digital content for brands, which led to my English Heritage series and regular TV work with the BBC, ITV, Channel 4. It was difficult at the time, but pivoting the business has brought me so much. It is a full-circle moment; my degree from the London College of Fashion is in Broadcast and Journalism.
In the early days of your business, what kept you motivated and inspired, even when faced with challenges?
Running an event business, working with ephemeral flowers, it's not about if things go wrong, but when. Swift action and professionalism are needed when things inevitably go awry. The studio's actions in these situations are within our control. It takes a lot to faze the team as we head into our 9th year. Consistently there are situations which bring stress and disappointment in any business. I've learned that these feelings are completely normal, but the crucial change is I feel them, then swiftly move on. They don't consume me. This has been a process helped by work with my business Coach, Louise Amber, and the massive support from friends and family. Everything does go back to the inner belief that everything will happen at the right time. My friends are invaluable, as is my partner. This industry is so nuanced; having friends in the industry to let off some steam with is invaluable. I've learned to share sadness and frustration to prevent thoughts festering inside. Three out of my four siblings also work in horticulture. I'm very lucky to have so many family members that always have my back. I've also learned to be my own cheerleader, understand humans have negative bias, so we all need to take in every compliment that comes our way, rather than awkwardly dismiss them. Our Instagram community is also fantastic for boosting us; we screengrab generous and kind messages to re-read on those difficult days.
What's the most rewarding aspect of being a small business owner?
Autonomy, shaping my working life at the pace I want is the biggest luxury and privilege. I have a role that, although full of challenges, has a destiny that ultimately falls with me. It allows me to have creative freedom and help and inspire others. That truly is all I've ever wanted to do with my life once I knew I was lucky enough to have it back.
Hazel’s Instagram - https://www.instagram.com/hazelgardinerdesign
Hazel’s Website - www.hazelgardinerdesign.com
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If Hazel inspired you, make sure you subscribe here so next week’s “Spotlight On” lands straight in your inbox. You wouldn’t want to miss it… it’s with award-winning aesthetician Dija Ayodele and she is FABULOUS.
Love
Lisa xx