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There is money in flowers
Many Malawians do not regard floriculture as a worthwhile economic sector. Yet worldwide, floriculture is a thriving industry accounting for an estimated annual trade turnover of about US$35 billion. In Malawi, Crystal Florist—a brainchild of veteran florist Crystal Hawken—is a role model of how to thrive in the flower business. FRANK PHIRI caught up with HAWKEN to trace her progress and the potential of the floriculture sector in Malawi.
Tell me about yourself
My name is Crystal Hawken, born Crystal Wills. I was born on April 7, 1953 at Blantyre Hospital, a year before the Queen Elizabeth Hospital was opened. My parents met and married in Limbe where I also met my husband Anthony Hawken. We have three children—Tracy, T.J and Steven—and one granddaughter living at home (Sunnyside) with us in Blantyre. I completed my Primary education at Limbe Convent and my upper level education at St. Peters boarding school in Bulawayo, Zimbabwe. While still in Bulawayo, I qualified for a Certificate in Accounting in 1971. I then went overseas in the United Kingdom (UK) to do a secretarial course. I returned home in Blantyre and worked as an accountant for Hogg Robinson Insurance Company and Commercial Union Assurance.
How did Crystal’s Florist come into being?
It was at some point when I took a break to have children. I did a flower arrangement course and joined the then Blantyre City Garden Club. I started winning at flower shows and developed an aptitude in the art of flower arrangement. Along with success came people asking me to do their flowers, so I registered my business in 1990 and could not think of any other name than Crystal’s Florist. I started very small and any profits were reinvested in the business, thanks to a supporting husband. I have done some correspondence course that I come across, the latest being a Horticultural, Business Management and Floristry course through the South African Technikon.
What is the main business of Crystal’s Florist?
At present, our main line of business is fresh [cut] flowers for all occasions, and fresh plants. We get cut flowers from growers, particularly roses from two farms in Lilongwe, namely Marabvi and Zikomo flower gardens. Our business is complemented by sundries for the horticultural enthusiasts, florist accessories, and fresh vegetables. Our shop also stocks cards, gifts, books, foreign magazines and assorted handicraft.
How many flowers do you make in a day?
It depends on the orders we get. But on average, we make 800,000 stems. The flower that attracts the highest demand is the rose. We sell a bouquet of roses in the ranges of K800 to K2, 000, depending on how the customer wants it done and delivered.
What is your present capacity?
Crystal’s Florist has a staff compliment of 12 and is a member of Interflora. This is a corporation, which enables qualifying flower processors to send flowers to different countries and continents. Interflora serves more than 60 countries worldwide and is represented in Malawi by us.
Floriculture does not look like a viable economic activity to many people in Malawi. What is your view?
Floriculture is very big worldwide. The industry could thrive locally and support small holder farmers, if it was not restricted by high costs. Marabvi and Zikomo, who are into cut flower, have licenses to export and that would be the way to go. Zimbabwe sorted its high-cost problem years ago, examples being minimum power tariff, fuel and landing fees and taxes on cargo flights. Most of our neighbours have welcomed floriculture and are forging ahead.
There is a general perception in Malawi that flowers are for the affluent. Do people living in abject poverty need a flower that will cost them more than K200?
Your home is your castle, whether you are rich or poor. We’re learning that flowers and plants are good for the soul because they bring pleasure by brightening our surroundings. Some flowers have romantic scents too. So it does not have to be any special occasion to bring or arrange flowers in the house or any environment you are in. In fact, even in a poor home, a vase of flowers or unique plant gives a feeling of life.
Do you export your flowers?
Not directly. We usually act as supplier of other suppliers. The agents we deal with are responsible for selling the final product through auctions on the world market, particularly those held in Netherlands. Malawi’s export markets are generally at a standstill.
What needs to be done for the horticulture and floriculture industries to compliment economic growth?
For this industry to flourish and serve as a source of sustainable income to Malawians, government and air freight companies must offer reasonable rates and tax incentives so that fresh produce can be transported to the world markets. A funded scheme either by government or private sector must be set up to manage and assist smallholder growers. Once Malawi has enough fresh produce to send to global markets, cargo charges can be minimal.
Do you meet any challenges in this business?
Our challenge every day is to please our customers and welcome new ones. The problem with any other business is the current low turnover. Where there is a slow turnover, any profits are ploughed back into running costs. We have seen no increase in large scale industry to absorb the masses that desperately need jobs out there. Most businesses in Malawi are suffering from such excessive costs and it is hard to create mass employment.
What do you like to do in your free-time?
I enjoy gardening and learning new things regularly.
FACT FILE
ACADEMIC AND PROFESSIONAL QUALIFICATIONS
1971 Certificate Accounting (Zimbabwe)
1971: Certificate Secretarial Studies (UK)
2002: Diploma, Horticultural, Business Management and Floristry (SA Technikon, South Africa)
BUSINESS INVOLVEMENT
1974—76: Worked in Accounts Department at Hogg Robinson
1976—78: Worked in Accounts Department at Commercial Union Assurance Co.
1990: Founded Crystal’s Florist
2002: Crystal’s Florist admitted as affiliate of Interflora Worldwide.
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