Turning Cards Into Flowers
What is your name & where are you from?
Florence Craig. I’m originally from Dallas, but I’ve called Minnesota home since college, where I met my husband, James! We now live in a cozy garden house in South Minneapolis.
What do you like most about where you live or what’s something interesting about where you live?
I love our garden! I've filled our side yard with a large, pollinator-friendly organic vegetable garden—an experience that inspired me to become a certified Minnesota Master Gardener through the University of Minnesota. The garden is a place of discovery, sanctuary, wonder, and endless inspiration.
What’s your backstory and how did you come up with the idea?
I majored in Studio Art and Art History at Carleton college, but my greatest passion has always been an inseparable interweaving of faith, beauty, human emotions, and the natural world.
After withdrawing from my masters program in Trauma Counseling due to chronic health challenges—one of the hardest setbacks of my life—my husband James surprised me with a professional-quality printer. Shortly thereafter, I discovered printable seed paper, had a lightbulb moment, and this wonderful whirlwind began.
One of my greatest desires in life is to leave a positive impact; I hope that my artwork and these seeds bring a bit of kindness and beauty to the world, and that people cherish the messages written on the cards by their loved-ones. I am clearly not cut out to be a therapist, but I hope that I can still help people in a small way by cultivating kindness and encouragement with seed cards.
Currently, what are your income streams? Online, in-person, craft fairs, brick & mortar?
We sell online through Etsy and Faire, and we're stocked in a wide range of Twin Cities stores. We occasionally do pop-up events, but our primary focus is online and wholesale.
How have you attracted new customers, grown the business to where it is today? What action made the greatest impact?
Kindness is key, both in business and in life. Branding and product quality are important, but genuine connection is paramount. A simple thank you note or a friendly conversation can make all the difference.
What is your favorite product and what makes it special to you?
I love our “little things” card; It captures the essence of this business and my outlook on life. I feel so grateful to get to do what I do every day. At the end of the day, if all that came of this whole venture was one tiny seed being planted, or one happy bumblebee, or one message of kindness, that would be enough for me.
If you could go back, would you do anything differently?
I've learned from some early (and sometimes expensive!) mistakes, like the great compostable sticker debacle. But these experiences are part of the journey. My advice: find a business niche that combines several of your passions. A business that straddles several interests helps you to stay motivated, and it also gives you something unique to offer!
What are your goals for the future?
My immediate goal is navigating motherhood while growing the business! (We are expecting our first baby in July!)
What platform and tools do you use?
I use Wix for our website, and I love its user-friendly interface.
Do you have a favorite motivational quote, cooking/baking recipe, book or podcast you’d like to share?
One of my favorite quotes:
"In this life we cannot always do great things. But we can do small things with great love." -Mother Theresa
If you have a pet, what is your pet’s name?
We currently have a pet black swallowtail butterfly chrysalis overwintering in our window! We rescued him from our garden right as he was finishing the very last dill plant. We watched him turn into a chrysalis last fall, and excited to see him emerge this spring!
Where can we find you online?
Website and Wholesale: notesofeden.com
Etsy: notesofeden.etsy.com
Instagram: notes_of_eden
Facebook: Notes of Eden Seed Cards
Artist Website: florencecraig.com
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Tell your small business story by emailing
Deborah@HandmadeTo100k.com