When the Van Heijningens arrived in the UK from Holland they were already florists, but Theodora’s Flowers on the High Street had a few incarnations before it became the local empire it is today. We met with Theodora’s daughter and co-manager Fleur to discover its 30-year journey to now.
Where did the business begin?
My parents loved visiting the UK for work and decided to spend a year here. They liked it so much they wanted to stay, and we settled in a hamlet just outside Corsham. Then mum spotted this shop for sale and saw its potential – not for flowers but antiques (she thought the hours of the latter would be more sociable), with the adjoining area leased out as a tearoom and then pizzeria. The antiques idea worked, but it was a big jar of tulips she had on the counter that changed things. They sold out each day, the jar got bigger… and then mum added other flowers to the offer. After a year she realised that flowers were her reason for being here, and 30 years later we are still a flower shop with our furniture and gifts playing the supporting roles.
What has made it last?
Mum’s energy and creativity. Her heritage and experience in the flower industry. And, of course, her lifetime love of flowers. She tells us that when she was five years old she was creating bouquets from flowers in her neighbour’s garden. But here, now, the way she respects and treats her customers makes this shop special. Mum has this aura about her that draws people in. And as things have gone online – even flowers – people still look for and love personal service.
Absolutely. There is a distinct lack of care in a lot of mainstream stores that I don't think you will find in any shops in Corsham. In our shop we know – we see – how a small act of kindness can make a huge difference to someone. In our business you see and serve people at different times in their life – marriages, the arrival of children, weddings and funerals. We're there from birth to death and at the heart of the community. We think flowers are something that speaks of a person's sorrow or joy or thanks in a way that is sometimes hard for them to say out loud. We create our flowers with that love in mind. During lockdown people had to deal with the loss of loved ones in a different way because of the restrictions. There were less flowers available from suppliers, of course. So we offered to go to their homes and forage and make up bouquets from their own gardens. It became a personal way to say goodbye.
I think Covid made people realise how they missed day-to-day encounters with each other. People come in now looking to talk and they tell us talking to us makes a difference to their day. That doesn't cost them or us anything.
But we should worry, too, that since lockdown a lot of people who may have spent months cooped up at home or shopping online have lost that anticipation of easy chat with strangers or shopkeepers. We try and encourage it, especially if they seem stressed or hassled. We want them to feel noticed and welcome and we always make it clear they can browse for as long as they like. People sometimes like to wander round and take in the smell of flowers. And we have loads of people come in to say thank you for the flowers we've delivered for a funeral. I think there is a lot of support for the bereaved person when someone passes, but then the world moves on and leaves them lonely and grieving. We encourage them to come in and chat – tell us how things are going, and to talk about family they’ve lost.
We know people communicate how much they like our shop and our service. News travels fast and we have people come in who are friends or contacts of existing customers. We also have Facebook and Instagram pages linked from the website which we run ourselves. But this is a tough business sector, too, and we see rising costs in flowers like everything else. I think the challenge for shops like ours and High Streets like this one in Corsham is not only competing with cut-price chains and online stores but reminding people about the added value of shopping local. The service, the care, the fresh air, the wellbeing that comes from being out and connecting with others...
Recent history, the filming of Poldark. It was fascinating to get a glimpse of how life would have looked centuries ago.
Theodora’s shop dates back over 100 years, with Marsh & Son Fish and Fruit Salesmen setting up shop there in 1913 before moving into bigger premises in Pickwick Road. The building was also in its past the butcher’s section of the ‘Cooperative Store’ and if you look above the ‘Beehive Industry 1906 stone’ on the adjoining building (no. 55) you can see the edges of the painted-over Cooperative lettering!
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