• Categorically Improving the Industry with CEO Michael Jacobson of French Florist

  • Jan 29 2025
  • Length: 29 mins
  • Podcast

Categorically Improving the Industry with CEO Michael Jacobson of French Florist

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  • Summary

  • Michael Jacobson, CEO of French Florist, shares his vision for the floral industry by prioritizing both florists and customer experience. He explains how traditional flower delivery services take hefty commissions: "FTD and 1-800-Flowers and Teleflora... take a 30 to 40% commission, which is insane." After dropping these services, Jacobson's shop saw dramatic growth, going "from doing $100,000 in revenue to $10 million in revenue" by reinvesting margins into customer experience. He emphasizes the importance of meaningful details, noting that even their staff uniforms have hidden touches: "on the inside of our collar of our jackets here, there's a little embroidery that says you are loved." Jacobson's approach mirrors luxury brands like Tiffany's, explaining "we position our brand as a premium luxury brand... somebody who doesn't wanna spend their whole entire paycheck on flowers for their partner, they can come into our store, they can buy a $35 wrapped bouquet, and they're still getting a French Florist brand and the French Florist experience."


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