My Little Humble Story From Finance to Florist

By Nidhi J

Not a day goes by in Singapore without Instagram being flooded with photos of flowers and blossoms that are both understated and impressive. The love for flowers is timeless and has never waned, though tastes have evolved. Today, roses by the dozen and baby’s breath are no longer the only choices for someone looking to buy a bouquet for their loved one. Thanks to some inspired local women like Wendy, floral design is experiencing a new surge of creativity that is highly photogenic and Instagram-friendly. Many of these entrepreneurs have left behind more lucrative or traditional careers to follow their passion and develop their fragrant skills.

The world of banking and finance may not be entirely devoid of color, but it’s rare to find flowers there—except for the occasional bouquet sent to a banker’s desk for a special occasion. For a brief time, such gifts from clients, friends, or secret admirers brighten up the office with the glory of seasonal blooms.

Wendy spent years working in this world of banking and finance before becoming an entrepreneur. She always had a deep love for flowers. As a child, she would press flowers between the pages of newspapers and books. Though she excelled in her well-paying job within the business and finance sector, her passion for flowers remained constant and ultimately transformed her career. In October 2017, she founded Floristique Singapore at the Katong Shopping Centre.

 

The Journey 

Flower arranging is not an art reserved only for special occasions, and Wendy knew this instinctively. For as long as she could remember, she had been drawn to the art of combining flowers, foliage, ribbons, and other accessories with an eye for design and color. Whether it was arranging a few flowers for the kitchen table or crafting a bouquet for a friend’s birthday, Wendy put the same love and care into her creations.

Before starting her online flower boutique in Singapore, Wendy had already been making lovely floral arrangements for people she knew. Her creations graced weddings, and the recipients often lavished her with praise. Her eye for floral beauty was well-known among those who had received her bouquets.

Wendy also possessed the entrepreneurial spirit of today’s young business leaders. She was ready to leave behind the lucrative finance industry and invest everything into her passion. The idea of doing a job she loved fueled her drive.

She quit her job in finance and dedicated herself to studying floral arrangements to hone her skills further. Wendy attended courses and supplemented her learning with intensive self-study. Running an online delivery service presented its own challenges: flowers are delicate, vulnerable to weather, and can be easily damaged during delivery if not handled properly. Wendy worked diligently to resolve the bottlenecks that come with running a flower delivery service.

 

Exotic Bouquets at Affordable Prices

The prices at Floristique are just as impressive as the arrangements themselves. Wendy understood that every person wants to give or receive a personalized bouquet on special occasions. However, most florists offering exotic and personalized floral designs tend to attach heavy price tags to their products.

During her market surveys, Wendy discovered that the more photogenic and unique a bouquet was, the higher the price. One of her main motivations in starting her business was to offer artfully designed, unique flower arrangements at affordable prices. She was determined to change the perception that exquisite flower bouquets must come with an equally exquisite price tag.

As a result, her studio offers a range of prices to accommodate different budgets. Customers can find a simple yet stunning cotton flower bouquet in cobalt blue and white or a summer bouquet of ocean blue roses and foliage for under $70. Prices at the Floristique e-commerce store range from under $50 to under $130. Unlike many flower shops in Singapore where tasteful designs come at a premium, Floristique’s prices are set with the customer in mind.

 

Customized for Everyone

At Floristique, customers are not limited to standard seasonal flowers. Wendy combines her proven aesthetic sense with her clients’ preferences to create exclusive bouquets that have earned her a loyal following since the business's inception. If a customer has a specific arrangement or a photo reference in mind, Wendy does her best to replicate it. Although Floristique operates as an online business, Wendy welcomes customers to her studio to discuss their ideas and specifications in person. For those who cannot visit, she maintains personalized communication, often contacting customers directly to ensure a warm and tailored experience.

Floristique’s personalized e-commerce model has made it possible for Singaporeans to send flowers to their loved ones for special occasions. Even those overseas can send warm wishes and love through beautiful bouquets tailored to the recipient’s taste.

 

Additional Loving Touches

Customers of Floristique can also request additional gifts, such as fruit baskets, chocolates, soft toys, cakes, and other charming items to accompany their bouquets. Wendy personally oversees each bouquet to ensure quality and gives personal attention to urgent orders to meet every customer's needs on time.

Wendy’s Floristique caters to all kinds of occasions: from Christmas and birthdays to welcoming a newborn or celebrating an anniversary, as well as for cultural festivals and “get well soon” wishes.

In a city known for embracing sustainability, Wendy’s successful shift from finance to flowers is a reminder that nature’s beauty continues to be cherished in the modern world.