Evelyn Krebs: Choosing Her Own Way as a Florist
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Redefining Success as a Florist
In today’s BB Podcast episode (No. 144), we’re visiting with Evelyn Krebs, a Swiss florist, shop owner, and creative entrepreneur with nearly three decades of experience in the floral industry. As founder and owner of Stil & Stiele in Zurich, Switzerland, Evelyn shares what 25 years of shop ownership taught her about growth, courage, and building a business that actually supports your life.
We talk about her unconventional path—from apprenticing in the late 1990s to owning a long-running flower shop in Zurich, launching a concept-driven retail store, and reimagining what a sustainable, values-aligned floral business can look like. This conversation explores courage, redefining success, and building a business that truly serves your life—not just industry expectations.
Whether you’re a florist questioning traditional shop hours, dreaming of a different retail model, or simply craving permission to do things your own way, this episode offers thoughtful perspective and real-world insight.
Join us as we chat with Evelyn about:
- her journey into floristry and opening her first flower shop in Zurich
- using farmers markets as a marketing and client acquisition tool
- balancing creative work, management, and personal health
- the impact of staffing, scale, and “growth at all costs” thinking
- why fewer employees can sometimes mean higher profit and less stress
- building a second, non-floral concept shop with higher margins and fewer demands
- flexible staffing models using shared calendars and trust-based systems
- selling emotion and experience rather than just products
- redefining success over a long career
- courage, boundaries, and opting out of the hamster wheel
- self-service flower shops and retail models in Switzerland
Links mentioned in this episode:
- TimeTree App – Shared scheduling tool
- Poschtilädeli – Evelyn’s second shop
Connect with Stil & Stiele:
Ten23 Photography
TODAY’S EPISODE IS BROUGHT TO YOU BY:
Looking for floral resources? Bloom Trust Co is the place to find floral products, resources, and educational recommendations you can trust. Plus, you get a curated collection delivered right to your inbox each week in the BTCO member newsletter.
Co-Hosts: Amy McGee (BB + Bloom Trust Co.) & Natalie Gill (Native Poppy)
BB Podcast Sound Engineer: Joel McGee
Music Written & Performed by: Landon McGee
If you enjoyed this episode, you might enjoy our conversation with Anna Potter, owner of Swallows & Damsons. Click here to listen.
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