Euflora

CONSUMER GOODS

Euflora is an innovative CPG brand in the novelty craft space, specializing in DIY kits, preserved botanical products, and large-scale green walls for both commercial and residential clients. In addition, Euflora fosters creativity through immersive workshops. Committed to sustainability and environmental stewardship, the brand prioritizes eco-friendly products and practices. As proud members of 1% for the Planet, Euflora actively supports women of color-led small business communities, driving positive change through creativity and conscious commerce.

My Role

Founder
Business Growth & Strategy
Product Design & Development
Global ECommerce

The Challenge

To craft a seamless online experience to showcase Euflora’s full line of products and services.
To grow and create workflows for multiple target audiences: (1) crafters (2) collaborators for workshop activations and (3) commercial and residential clients looking for bespoke plant styling services.

Solutions

Define, design and develop products for each target audience, allowing for multiple pathways to engage with the business.
Design, develop and manage an ECommerce-forward website with pathways tailored to each target audience, creating multiple revenue streams under the same brand.
Competitive market positioning through branding, SEO strategies and omnichannel selling.
User research based on existing client base data and journey mapping to tailor experiences.

My Impact

+25%
Increase in online sales and leads YoY

+32%
Increase in brand partnerships YoY

+15%
Increase in booked workshops YoY

San Diego, CA
2021-Present

View Site

User Research

Based on real world interactions and feedback from Euflora’s customer base and leads

Customers are curious but confused on how to get started working with Euflora, causing analysis-paralysis and lack of action from too many possible ways of engagement.

Many customers are unaware yet delighted to find that Euflora offers private workshops. This typically comes after a purchase event or in-person interaction at a pop-up event.

Purchasers are keen to try the product but may hesitate to buy at craft markets. 85% have positive reactions when informed that Euflora sells and ships nationwide, and internationally to Canada.

Interested brand partners find it difficult to understand the full scope of Euflora’s capabilities in over-simplistic website pages and forms, causing an increase of steps to get to the goal of booking Euflora for an event.

Bespoke plant styling clients are a mix of commercial and residential clients looking for large-scale installations and maintenance. They are typically introduced to Euflora through brand partnerships and private workshops.

Plant styling clients have evolved from either commercial or residential to also include event styling for corporate events as well as weddings and ceremonies

Competitor Research

Euflora’s main competitors focus on ECommerce or Retail Sales, Event Florals or Custom Installations only - there is no other brand in the market that combines all three product lines, creating an advantageous position for Euflora.

Euflora’s unique positioning allows for brand partnerships with adjacent businesses without competing for the same customers. i.e. a collaboration with a local plant nursery allows audiences with similar interests to discover new products.

To uniquely identify branding and messaging, Euflora has chosen to operate at the intersection of creativity, nature conservancy and community. Leaning toward natural palettes, simply styled novelty graphics, and compelling social media posts that invite users to engage in multiple ways.