We had the good fortune of connecting with Nolwenn Richard and we’ve shared our conversation below.
Hi Nolwenn, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
Flowers have always had a special place in my life. I am French and I moved to California 3 years ago with my husband and our 2 children. In France, flowers are an important part of our social and self-care language. We buy flowers for our home on Saturday morning when we go to the market, we bring flowers (and wine) when we are invited to a dinner party, we gift flowers for all types of occasions and most of my friends have a flower subscription and get fresh flowers delivered to their home every month. When I moved to California, I could not find the floral aesthetics and experiences I was looking for. So I decided to learn how to make my own arrangements “à la française”, with this very natural and effortless cool look. What started as a hobby grew into a passion for floral design and a wish to offer a modern, stylish, artistic and poetic flower experience. At the same time, discovering what was happening behind the scenes in the floral industry was a real eye-opener. Over 80% of the flowers we find in the US (or in France) are imported from all over the world. Flowers travel thousand miles to decorate our homes. Not quite the flowers freshly picked from the garden…
With all that in mind, I decided to leave my sales & marketing career and start Cabane to offer my own flower signature, a combination of French aesthetics and California vibes, top-notch customer experience and sustainable practices for unique floral stories.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Cabane is an online floral studio. French-inspired, California-made, we design unique, stylish and sustainable garden-style bouquets and floral décor. Whether for a special occasion, an event, a pick-me-up or just because, we deliver blooming emotions to every zip code in California. We also offer flower subscriptions, where you can get a new beautiful bouquet delivered to your home every month. We are advocates for a sustainable and eco-friendly floristry. We only use American-grown flowers that are in season and absolutely no plastic.
Our hero product is our “Bouquet of the week”, a new arrangement every week with the freshest and prettiest flowers of the season. All you have to do is choose a size (it comes in 4 sizes from mini to passion). Simple comme bonjour! (flowers made easy)
What is also very special about Cabane is that we work with Artists to co-create collections of Art and Flowers and offer unique and memorable floral gifts.
The whole philosophy behind Cabane is that flowers are more than just a commodity or nice to look at. They have a special power; they make people happy and they are meaningful. They reconnect us with nature and there is so much you can say with flowers. They are a true and inspiring form of self-care. They boost your mood and reduce anxiety and stress. By creating Cabane, I wanted to find a way to make flowers truly shine, craft a memorable experience around them and showcase how cool, stylish, precious and necessary they are. Cabane (pronounces [kaban]) means treehouse in French. A Cabane is a safe place where you can reconnect with your emotions, where time slows down, where you can dream, watch the stars and feel good, happy, loved and empowered.
Cabane is a new brand. We are in our 1st year of operations. It is not an easy journey but it is so worth it. It does require perseverance, hard work, dedication and lots of coffee. Despite all the challenges, it is incredibly rewarding to do something you really love and to feel you are contributing to bring a little bit of happiness to others and make a difference.
After 9 months of operations, I am incredibly grateful for the community of flower lovers who trust us and keep recommending us to their friends and family. This is the best gift ever! Our challenge now is to grow our community, be more visible and keep promoting sustainable floristry and communicate about the values we stand for. Thank you for giving us the opportunity to showcase Cabane!
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I have been here for 3 years and I still feel very much like a tourist. This city is so vibrant and diverse, there is so much to choose from but here are some of my favorite picks. Start the day at the Getty (amazing architecture, collections and views), then drive on Mulholland Drive, enjoying the breathtaking views on the canyons, the city, the valley and the Hollywood sign, then see the sun set at Griffith Observatory before heading to Little Tokyo, Downtown for dinner.
Another of my favorites is to start the day in Santa Monica, enjoy the iconic beach and the ocean and roller blade to Venice (I know it is so cliché but seriously how good is this?), have a coffee at Great White, then stroll along the beach and head out to Abbott Kinney for a much-needed fix of cool fashion, art and food.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
This is definitely a team work. The biggest shoutout goes to my husband and my kids for their unconditional and endless support, inspiration and encouragement. And to my super talented friends who have helped me so much since day 1. As a new comer in California, I am also grateful for the amazing people I have met since starting this adventure. A special nod to The Bohemian Women’s Club, a group of talented female business owners and entrepreneurs in Orange County who are extremely supportive and helpful.