How This Flower Preservation Company Grew Insanely Fast: Francesca’s Element [Live Link]
Published on 03, Nov 2022
How This Flower Preservation Company Grew Insanely Fast: Francesca’s Element
Flowers have always been important to Francesca Mackey. To her, they hold so much power. They represent love, thoughtfulness, remembrance, empathy, and so much more. She always had a dream of living a quiet life surrounded by flowers and perhaps running a small flower shop. While that didn’t necessarily pan out, Mackey still found a way to work and play with flowers by creating Francesca’s Element, a floral preservation company that offers its clients a unique way to honor and preserve the life of bouquets and memorials from milestone events, with an emphasis on weddings.
The idea to use resin art as a medium to preserve floral arrangements as keepsakes came to Mackey, an experienced florist, during a time of uncertainty and during a time when many people were scrolling through various social media platforms more regularly. Mackey credits a video she viewed on TikTok for her inspiration. Through her own trial and error and a lot of practice, Mackey’s adoration for resin art and flowers blossomed. Once her craft was established, Francesca's Element was born and has been flourishing ever since.
“It is humbling, exciting, and magical to preserve flowers in this way,” says Mackey. “Flowers are living things and with life comes death. Think of it as freezing a moment in time that will follow you throughout your life.”
During the temporary halt forced on the wedding industry in 2020 brought on by the pandemic, Mackey and Stephen Amiewalan, Owner and CEO of Francesca’s Element, took advantage of the time it created to focus on growing and improving their skills and their business model in preparation for the post-pandemic wedding boom.
While some couples opted to elope or have smaller, more intimate weddings, more chose to postpone them until 2021 and 2022. A total of 2.6 million weddings are projected to occur throughout 2022, which breaks down to over 7,000 sacred unions per day.
Amiewalan and Mackey acknowledge that although the wedding industry will continue to evolve and provide their business with a larger client base, competition will steepen as more goods and services are introduced to the market. This is why the team at Francesca’s Element intentionally began working with as many brides as possible to accelerate their skills and accommodate their rapidly increasing demand.
“We work incredibly hard every single day to improve our craft and we’re always looking for ways to make the process more enjoyable for our clients,” says Amiewalan. “With resin art, nothing will ever be perfect, but an artist can always strive for it. There will always be methods that change or better materials and equipment to use.”
According to Amiewalan, the company’s mission is not only to preserve treasured memories for its clients, but also to make sure other resin artists who want to forge their own paths towards financial freedom can do so without sacrificing the same blood, sweat, and tears they themselves have throughout their own experience.
Francesa’s Element prides itself on top-notch customer service. Amiewalan and Mackey believe an informed client is a happy client and it is with this mentality that they approach each client with support and information during every step of the process.
“We have potential clients reach out to us directly through social media advertisements so that we can be sure any and all questions are answered,” says Amiewalan. “Every flower preservationist has their own style and design so it’s important for a potential client to connect with us and our work.”
