Running a flower shop isn't easy, and Tim Huckabee, Founder and Training Guru of his business 'The Profitable Florist' gets it. Every day brings new challenges for florists, from managing inventory to staying on top of floral trends and ensuring each bouquet is flawless. Balancing customer service with the artistry of floral design can often feel overwhelming. Understanding the hard work and passion it takes to keep a floral business thriving, Tim and his team are here to support you every step of the way. Together, they address these challenges and help flower shops flourish. Join this interview as the founder shares more details of his company and what he can do for you.
The Profitable Florist by Tim Huckabee
The Profitable Florist was founded in 1997 by Tim Huckabee, the company's Training Guru. He had been working in a retail flower shop in New York City for several years and was frustrated by the lack of available business education and sales training for florists. In true entrepreneurial spirit he felt that if no one else was helping florists to earn more, he would!
Tim combined his experience from working at Surroundings Flowers along with this marketing degree, passion for great customer service, and a large dose of common sense to launch The Profitable Florist, the only company in the world offering on-site and distance training to the retail and wholesale sectors of the flower business. Here's more of his story in detail!
Q: Can you introduce yourself and share 'Tim's Story' with the world and explain how you got to where you are today?
Tim:
"My journey in the floral industry began in 1993 when I moved to New York City from Connecticut, looking for a job. I came across an ad in the paper for part-time help answering phones at a flower shop. I applied, was hired, and instantly loved it. I got hooked on the work and ended up staying for four years.
After gaining so much experience, I decided to take everything I’d learned and package it into a service for florists. I began teaching directly in shops, and over the years, I’ve had the opportunity to visit over 7,000 flower shops on five continents. I’ve also had the chance to speak at colleges, and trade events like the AIFD Symposium and Convention, and I currently write a column for 'Floral Management' magazine through SAF. My travels have taken me to every corner of the U.S., visiting flower shops in all 50 states. I even loved New Mexico so much on my second visit that I bought land there. One of the highlights of my journey was visiting Nanz and Kraft, the oldest family-owned shop in the U.S., in Louisville, KY.
While I still do on-site training, in 2018, we made the shift to offer distance training as well. This allowed more shops to benefit from our expertise sooner and with a lighter budget. Looking back on how I got to where I am today, I think it’s a combination of hard work, passion for the industry, and the good fortune of working with such a great group of people."
All About the Profitable Florist
We asked Tim more about his company and how it all started, hence where he got the name from as well.
Tim:
"At The Profitable Florist, my small team of four and I are the only independent company dedicated solely to empowering florists to increase their earnings. We do this through a proven, branded methodology that helps florists make bigger and better sales while improving customer service. We call our approach DARR: Discover, Advise, Remind, Recap.
In essence, we focus on breaking old, ineffective habits in flower shops and introducing fresh, new ideas. While it may sound simple, it’s not always easy. Florists face unique challenges—unlike most retail businesses, they offer products ranging from $10 to $100,000 or more. This creates a complex dynamic where staff often have ingrained beliefs shaped by their community’s affluence, or may even sell from their own pocket. Many are also resistant to change."
"Despite these challenges, I believe that my combination of experience, understanding, and a touch of levity helps get the job done. We work to teach florists how to listen better, identify customers' needs, and offer the most appropriate products. It’s about making real, lasting changes to help flower shops grow and thrive.
We had previously operated under 'FloralStrategies' but chose this name as part of our refresh to make our mission and purpose immediately self-evident. Plus, who does not want to be a profitable florist? They work so hard! I also know that too many shops, unfortunately, are not profitable and I hope we provide inspiration and motivation."
Being Involved in the Entire Floral Chain Has Given Tim Abundant Experience
In this interview, Huckabee also joyfully shares insights into the floral industry, including the inspiration behind his business, and what he loves most about the work he does.
Q: What is your experience in the floral world and why did you choose to open a business in this industry? What do you love most about your job?
Tim:
"Fortunately, I’ve had the opportunity to be involved in every aspect of the floral industry—from wholesale to retail. I even had the chance to conduct a workshop for 20 farmers in Ecuador a few years ago. My motivation for starting my own business came from recognizing a gap in the industry. I saw that no one else was offering the type of service I knew the floral world needed and that I could provide.
What I love most about my job is all the amazing people I’ve met and the places I’ve had the chance to visit. I’ve been to all 50 states, most of Canada, Western Europe, and even as far as Australia. But what gives me the most satisfaction is working with well-established flower shops and showing them just how easily they can work less, earn more, and laugh a lot more every day. I also love that the industry is constantly evolving, much like fashion. I enjoy helping shop owners and their teams realize the true potential of their businesses. Every time we do that, I believe we help the industry stay a bit healthier."
Helping People Worldwide Through the Profitable Florist
It is clear that through his services, Tim is making a global impact by supporting florists at every stage of their business. From training and coaching to working with architects, he shares more of his mission to help florists reach their full potential and elevate the industry as a whole.
Q: How are you helping people worldwide through The Profitable Florist?
Tim:
"We help florists on many levels, from training and coaching to working with architects when owners are renovating or building new shops. Our ultimate goal is to help more florists reach their true potential, create greater consumer awareness and comfort around buying flowers, and ultimately strengthen the floral industry as a whole.
In line with the title of our main service, The Floral Confidence Workshop, it’s incredibly rewarding to hear from those we’ve trained how they feel more confident—not just in their work but in other aspects of their lives. My ultimate goal is to help create awareness that the floral industry can be both lucrative and creatively rewarding while providing a valuable service to the community."
Q: What is your favorite part about working within the flower industry?
Tim:
"The flower industry is wonderful because it’s a product that brings joy to so many people, and like fashion, it’s always evolving and changing. Everyone loves flowers, and it’s a topic of conversation with anyone, anywhere. Whenever people hear that I’m in flowers, I can see their faces light up, and that never gets old."
Lastly, what is your favorite quote?
Tim:
"Learning never exhausts the mind." - Leonardo da Vinci
To keep up to date with his trainings, workshops, and more, visit The Profitable Florists' Instagram.
Photos courtesy of Tim Huckabee.
