Sustainable floristry scales up and wins awards

Dorothy Seed Florists is an sustainable floral design studio, specialising in wedding and event flowers, based in South Wales.

Its owner, Dorina Mag, approached Twine to design a strategy to scale the business.

Dorothy Seed was originally a retail business with associated costs of increasing business rates and a falling footfall. Dorina and I devised a strategy to move away from retail to focus on sustainable wedding and event floristry, enabling the business to reduce costs and increase capacity for wedding events.

This was an interesting assignment since Dorina’s eco-conscious approach prioritises the use of seasonal, locally grown flowers, compostable packaging, sustainable support and avoiding the use of bleached or chemically dyed materials. All this makes for higher costs in competition with standard floristry practice but Dorina and her team provide such a unique complete customer journey from first contact to wedding or event take-down that her customers keep flocking in.

As a result of this change in direction, Dorina’s original target for weddings in 2024 was overshot by 60% with a linked increase in turnover.

More exciting than turnover, though, Dorothy Seed Florists won two awards within one week: Dorothy Seed Florists was Regional Winner for the Welsh National Wedding Awards 2024 - Best Wedding Florist, and a week later, the company won The 2025 Wedding Industry Awards Regional final, leading to a place as a National Finalist in The 2025 Wedding Industry National Awards