Meg, Zoe and I sat down for lunch last week - another slutty pasta dish* involving those little 'fairytale' eggplants which were prolific in our field this year. I was, admittedly, coming close to nightshade exhaustion and angrily googled 'Are eggplants even good for you??'

Which started a deep dive into the worlds of flavonoids (there are loads in the skins of eggplant). Flavonoids are responsible for the creation of the colors in flowers which attract pollinators and also act as chemical messengers in soil, aiding in the symbiotic relations with nitrogen fixing bacteria and legumes. Why would anyone choose a career outside of the magnificent world of plants??

Satisfied, I serve lunch.

After we eat, we crunch numbers. The 2019 experiment requires us to generate $4000 a week in sales at Worlds End in order to support three full time people, two apprentices and a $500/week food budget.

The number is daunting. We split it up a few different ways. We could try to sell 2 small at $2000 a week. We could sell 1 wedding at $3K and 10 arrangements at $100 each to people willing to buy them in the city. We could offer a flower subscription? A CSA based sort of model...None of these feel quite right.

This is very different economy than what I am used to running Saipua in the city - where the numbers for weddings are inflated to accommodate full service floristry and usually begin around 15K and cap off around 100K. That sort of profit is larger and spilled out to allow us to do things like build a castle in Brooklyn. Which was nice for a while, there was a fireplace. Now those big events are fewer, we're more selective about them, and the profit pays my salary, Bryony (who works on commission) and slowly chips off at the debt we've incurred over the years - I cringe to tell you this number, but I feel the transparency is useful especially to those (most) of you reading who are florists or business owners - $160K.

It has often felt daunting to pivot the giant Saipua cruise ship to sell small weddings with our farm grown product. People are confused about what's happening to the brand**. Friends pull me aside and express their concern that I am 'burning it all down' (dropping an instagram account with 120K followers is arguably a nonsensical move). But I'm following my instincts here into new territory. I can't do the old game anymore, Saipua can't go back to that which it once was. Fortunately trudging into new territory is something I'm good at.

We've gotten exactly one (!) inquiry for a tiny wedding in August! I felt like celebrating. It's like we're back at the beginning and I'm in love with it all over again!



























* I will absolutely share my eggplant game here soon including 'saipua's slutty eggplant disaster pasta'

** I started a brand rant yesterday that is equally delicious but needs a little cleaning up//will share soon.