Throughout my own creative journey I have asked myself many times what is this business and creativity thing all about. Does creative endeavour must become a business, and does creative business must become - an empire? It seems like many out there are selling the idea that more and bigger is better.
If a business is, by its definition “an entity engaged in commercial activity”, it is not defined how much income it needs to produce and how big it needs to become. And often times creatives get blinded by focusing on money and how much they make or need to make, forgetting why they started the business after all. It is not without reason, for we need money in order to pay our bills and bring food to our tables, to say at least. However, starting and running a creative business that is heart led and soul guided can sometimes take longer to become stabile. The reason is simple - there is great fear of vulnerability that comes with getting out in front of others, fear of taking responsibility, but also the process of acquiring skills and adopting mindset needed for a successful and thriving business.
Flower Farm in the Heart of Istria
A little before I moved to Istria with my family, I found a new Instagram profile called Helmi florals. I knew I was going to meet the owner once we’ve settled in. As soon as I saw that there was a flower farm starting from scratch, I knew where I was going to get my flowers. Recently I met Lara, the girl behind the farm, as well as her husband. Lara and her husband met in Finland where she went for work and their story got an unexpected twist. They returned to Croatia, wanting to live a different life. Their story is not much different from my own or any other creative out there, even we don’t have similarities. It is about that point in life where you decide you need something different. It is that time where you re-consider everything you have done so far and rearrange your values. This is exactly how Helmi flowers was born.
Lara was never a nature kind of a girl, more of fast living, workaholic and traveling type. But endless fields of colourful lupinus flowers across Finland inspired new thoughts - what if I could grow flowers? There were a few other things along the way - she got pregnant and she gave birth to their first baby girl. But also, last year she was diagnosed with a non pleasant illness which drove her even closer to what was important in her life and the idea that was born between flower fields in Finland came to life.
Lara’s farm is rather small. This is her third year of growing and actually selling flowers and it still feels like an experiment. What she might not be aware of is that business is an experiment as long as it exists, for only a few things remain the same and the change of seasons, both in life and business, brings not only desire, but need for change.
Lara got her land from her grandmother, making this story even more fateful. Even her grandmother was surprised with her desire to grow flowers, saying this land was not good for it. However, it turned out that a little valley surrounded by forest was a perfect place to keep moisture and shadow during hot and dry Istrian summers.
Creative Business as a Side Business
On the money making questions, Lara says that you cannot make good money with a flower farm of this size. It truly is a side hustle, a hobby that is also her therapy after hard times she had to deal with last year. It is in the connection with nature, barefoot on the ground, rubber boots and scissors in her hands is where she finds peace. She sells the flowers on a market in Rovinj and to people like me, those who know her. The word of mouth is slow, but consistent, and consistency is what will take any hobby or side hustle to the next level.
Besides growing flowers, both Lara and her husband have their regular jobs. They need to make a living, she says, and as long as she is not in stress about money making, she is good. Her brother owns a boat for tourist trips by sea, and during the season she works for him, enjoying what she does despite hard work. However, coming to her flower farm to enjoy the beauty, listen to the sounds of bees and the dance of the stalks in the summer breeze is what makes her heart full and her mind empty.
This is exactly why we do it, and often times as the ‘business’ part gets to creative hearts, we tend to forget reason why we started in the first place. The thing I wanted to remind you of with Lara’s story, is that no matter what the outer world tells you, no matter the social media trends and marketing books you’ve read, your creative endeavour doesn’t need to be your only source of income. Don’t be afraid, ashamed of feel incapable if your business is not brining enough income to support yourself and your family. It is not only about mindset and pure human will. Keep building what you once imagined, keep nurturing your soul, your body and your mind trusting that all is orchestrated by an infinite intelligence that created us and that right time will come for your business to flourish. Keep learning, trying out new things, exploring the possibilities and meeting new people that will spark ideas. Don’t give up on your dream even if the beginning is hard or the season is low. There is always a way, even if it is completely different from what you can see now.
Business Ideas
As for Lara’s business and the possibilites she might have, here’s how I am thinking. To make more money, she can produce more flowers, which probably requires more land if that is an option. More land requires more work, more work requires more people. Depending on the drive, the dream and the reason (which is always inside of us to find out), a flower farm can extend to selling seeds, holding workshops and giving out education content. That can go into online or personal education, publishing books or magazines. Collaborations would work and creating a lifestyle brand around it to attract brand deals. Other than that, if there is no great interest in social media and creating content, one could go for arranging flowers for events, becoming a recognised flower expert in the region. Over time, she could also open a flower/gallery/gift shop, and these are only a few options that have crossed my mind without knowing her on a deeper level.
It takes time, it takes years for any of above. It is a matter of what lies deep within, what are our interests, what is our essence, our values and our priorities. All these add up to form a final painting of a heart led business. Final? Does that even exist?
For me, Lara is a beautiful example of following the dream with no or less expectations and being realistic about what it can or can’t do at a certain point. I believe, this is only the beginning. Creativity and art are meant to be expressed, not supressed, and following the beats of your heart and the direction of your inner compass is the ultimate success.
I’m happy you have reached this part. :) Is your creative endeavour your business already? Part time, full time? Do you have a job that pays the bills while working on your dream on the side? Where are you right now? And who are you? Let me know in the comments. I’m being drawn to connecting with like minded people like in the old days…blog style. With less noise and flashing lights. Anyone else?
Marina
P.S. If you would love to learn more about creative business in the online space I highly recommend downloading my Business Glossary. It is full of words, terms and concepts that you might have heard of already or you most certainly will throughout your creative business journey. Click here to find it.
