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Eastern Edge: Poppies, Plant of Joy delivers cutting edge flair Eastern Edge |
| Written by Amanda Ryder | |
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For city-dwellers in Toronto, Poppies, Plant of Joy is both an innovative retreat and a fresh
shopping experience that combines Eastern flair with urban flavour. When customers enter the 1,200-square-foot shop located in the city’s west end, they are surrounded by a simple, yet meticulously merchandised retail environment. Intriguing vignettes of green plants, succulents, unique containers and coordinating giftware are showcased in white laquered, loft-style display units. Cut flowers are kept near the back of the shop and displayed in colourful and unique vases, rather than  buckets, to deliver customers an upscale and polished look. Owner Laura Tarbat describes Poppies style as “a Japanese New York style that’s cutting edge but still delicate and pretty.” The florist says she creates “sophisticated urban designs with a soft edge.” Poppies has become known for combining unique textures and products in both their designs and plantings. “We use a lot of elements in our designs like feathers and rocks and a lot of different materials,” says Tarbat, who runs the shop with the help of two full-time employees. The florist’s shelves are lined with custom-made grab and go designs like small plantings in stone pots with coloured rocks, beads and accessories as well as pre-made arrangements and orchid plantings. Because of the number of condos in the area, Tarbat says Poppies sells “an incredible number of plants, very often to repeat clients.” Both flowering and foliage plants are in demand throughout the year and account for a large percentage of the store’s sales. The real magic happens in the open concept design area of the store. Poppies clients are invited to participate in creating their own custom designs. With the help of Poppies knowledgeable staff, customers can create anything from a custom bouquet to a floral piece they can wear home. Instead of traditional corsages, Tarbat says Poppies creates live jewelry, which is  accented with unexpected accents like sterling silver wrapped stones and feathers. The shop opened six years ago on Queen West Street in Toronto, an area Tarbat says she chose for it’s “artistic quality.” When Tarbat purchased the shop, that section of Queen Street was beginning to rebound from its rundown appearance, thanks in part to the work of the up and coming artsy hotels like the Drake and Gladstone. The area, which now goes by the name of ‘West Queen West’, has become a trendy and vibrant neighbourhood of art galleries, nightclubs, funky coffee shops and boutiques.The neighbourhood plays a large role in the type of clientele that make their way into the shop. Starbucks opened up a location right next to the florist just last year, which Tarbat says was “the best thing that happened to me.” The coffee shop has helped increase traffic in the area and worked to lure new customers into her shop. Tarbat says it’s difficult to pinpoint a target market as the regular walk-in clientele is so diverse. “We have a lot of young people come in and that’s why we have a lot of lower price points.” The florist’s corporate clients are drawn largely from the entertainment industry and the shop does floral décor for nightclubs, restaurants and area hotels. Poppies is also involved with the film industry and provides flowers for TV shows and movies as well as for celebrities during their stay in Toronto. Rather than stick to the traditional floral segments like weddings, Tarbat says she’s focused “more on the entertainment industry because that’s more where we can provide our customer with unique looks.” One of biggest obstacles Tarbat has faced since opening Poppies is managing the daily operations of the shop. “Being a business owner has been the biggest challenge and I love it.” Because she’d never received any formal business training, Tarbat hired a  business coach so she could continue growing her shop, something she recommends that other florists do. “Sometimes it’s hard to rely on only yourself. You can’t vent to your employees.” Tarbat says working with a business coach has helped her become a better manager and also helped make Poppies a great place to work.In just the six short years the business has been open, word has spread across the city that Poppies is the place to go for unique products and originality, whether you’re a local 20-something looking for a new home décor piece or a Hollywood director in search of designs for a film set. Even in a neighbourhood that thrives on hot trends, changing cultures and the artistic vision, Poppies, Plant of Joy has become a business that not only fits right in, but also one that manages to stand out. |
