Digital marketer-turned-florist Syatirah Safran (Photo: Zahid Izzani/ The Edge)
Mankind and nature. There is no better example of a mutually beneficial relationship or, to be more precise, codependency. Despite the increasingly tech-driven environment of today, many are rediscovering the beauty and necessity of living in harmony with the planet. From invigorating treks in the hills for good health to working on one’s garden for peace and calm, studies have found that those who regularly indulge in natural connections enjoy better quality of life.
It was Erich Fromm, the German-born American psychoanalyst, who first coined the term biophilia: essentially a “love of life or living things”. This was later appropriated by American biologist Edward O Wilson who expanded the idea with his biophilia hypothesis, which states that human beings possess an innate attraction to nature, the natural world and all other life forms.
As more employees return to the office physically, one of the easiest ways to make the hours between 9am to 5pm welcoming and productive is via the humble potted plant. Sure, a pothos in a jar of water filled with marbles does the job but the services offered by Fleurangerie, a new start-up specialising in floral subscriptions, makes life simpler yet more sophisticated.
Conceived by Syatirah Safran, who got the idea to start the business after feeling drained by the relentless demands and intensity of a workaday life, Fleurangerie operates on the premise of delivering beautiful, affordable arrangements fortnightly. The service starts from RM135 per month, including delivery and vase rental. Besides the Office Desk Flower subscription, custom orders for a variety of occasions, including wedding bouquets, are also available.
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A former digital marketing head, Syat, as she likes to be known, started decorating her desk after moving into a new office that felt cold and impersonal.
“I began placing vases of flowers around and it was remarkable to see how they brought life to the environment, creating an inviting atmosphere that made our long hours more enjoyable. I felt the small bouquets were like mini therapy sessions almost, offering little, mood-lifting boosts. They even became a talking point that connected people from different departments.”
Inevitably, the 43-year-old began to long for more fulfilling work. “I found much-needed refuge in flowers, so I took up floral design classes. Creating bouquets for friends became a calming ritual that allowed me to reset, refocus and reconnect. I then realised how others could benefit from the same mood-boosting effects of a desktop bouquet. And if they didn’t have the time, confidence or resources to make it themselves, perhaps this was where Fleurangerie could help.
"I know how costly fresh flowers can be so I wanted to make it possible to enjoy beautiful, affordable arrangements. With the right knowledge, you can conjure up stunning bouquets that don’t break the bank, which is a core focus at Fleurangerie. At the end of it, I just want to share my joy with others and help brighten spaces and lives through carefully crafted arrangements.”
As with all fledgling businesses, Syat currently works alone and is as hands-on as possible, doing everything from sourcing flowers to arranging deliveries and managing customers. “This approach allows me to understand the entire process from the ground up,” she says. “I want to ensure top-notch quality and service. As Fleurangerie grows, I’ll be better equipped to share insights and best practices with a future team, hoping we maintain the same commitment to excellence. For me, it is also about building a strong foundation and creating a brand that truly reflects my passion for floristry.”
Syat’s digital marketing background is also a definite bonus as she has wasted no time in employing a multi-layered approach to promote and grow the brand. “I run targeted ads and share engaging content showcasing my arrangements,” she shares. “I also leverage user-generated content by involving some of my friends as micro-KOLs (key opinion leaders). Many of them work in the corporate world and so help spread the word within their circles. This combination of social media ads and marketing and word-of-mouth is currently helping create a foundation for Fleurangerie’s growth and reach.”
Financial savviness has also been imperative. “One vital skill is balancing the books,” she exhorts. “I am learning this as I go, ensuring I can sustain the business while delivering worth-the-money arrangements that are both beautiful and unique. Thankfully, my background working in fast-paced environments has taught me resilience, adaptability and how to balance creativity with business strategy, lessons all of which I now bring to managing Fleurangerie, my first solo venture.”
There are daily perks, of course, which include being able to admire flowers and scour wholesalers all in the name of work. “I love wildflowers and incorporating unique, locally sourced blooms, such as ginger lilies,” adds Syat. “I always decide on a focal point — the primary flower that will anchor the arrangement — and then work around it, selecting complementary blooms based on colour harmony, size and texture so as to have a cohesive look.
"As a cat mum, I tend to avoid using common fillers like eucalyptus as it is toxic to pets. I find blending wildflowers with local tropical species distinguishes it, adding texture, diversity and a pop of colour that feels refreshing yet close to home. I also ensure each arrangement is crafted with care and safe for all, even curious animal friends.” Her current favourite is dahlias, due to its striking quality and sheer variety. “I especially love the purple-speckled dahlia. It has received great response online, even drawing interest from overseas followers.”
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If clients already have an idea of what they like (or dislike), Syat is happy to work with and guide them on what is available to achieve a vision. “All within budget, of course! Besides, having flowers around is so simple yet powerful. Our arrangements are also very easy to maintain — just a little water each day. Each subscription comes with care instruction cards to ensure the flowers remain vibrant for as long as possible. And the office air-conditioning will help the flowers last longer anyway.”
For those inspired by her story, Syat has some advice to dispense. “Take that leap. Make it happen. Don’t let it remain a dream. Just start small and gradually build, as every successful business began with that first step. You will also find the small business community in Malaysia is incredibly supportive, offering numerous opportunities for mentorship and collaboration. I also truly believe if you pour your heart and soul into what you love, everything will fall into place. Open your heart and doors will open for you too!”
This article first appeared on Nov 4, 2024 in The Edge Malaysia.
