A SWANAGE florist shop hoping to be the go-to destination for hand-crafted florals is Daily Echo’s Trader of the Week.

Selina Kerley owns TIED, an award-winning florist shop in the heart of Swanage.

The florist offers hand-tied bouquets for weddings, events and sympathy flowers.

Bournemouth Echo:

Selina’s journey began in London where she worked for McQueens Flowers, a popular international floral firm.

Once having enjoyed the high life of London, Selina decided to move back to her hometown on the Dorset coast where she opened TIED.

The business opened its doors in prime time just before Valentine's Day on February 14 earlier this year.

Speaking on the success of the business so far, Selina said: “ Business has been going well since our grand opening, surpassing expectations.

“Despite a damp and chilly start to the year, both Valentine's Day and Mother's Day were huge successes.

Bournemouth Echo:

“The support of the local community has been incredibly heartwarming, reaffirming the need for a florist shop in town.

“The creativity, having a sense of pride in your work, and connecting with people from all walks of life are what I enjoy most.

“As a florist, you have the privilege of contributing to significant moments in people's lives, from celebrations to heartfelt goodbyes, and it's really special to be a part of that.

“Running a high street business is an exhilarating experience.

“While it's undoubtedly demanding, there's an indescribable joy in being an integral part of the community.”

The florist also won SaveTheHighStreet's Open Your Shop start-up competition which sees thousands of candidates each year. 

When asked about her plans for the business in the future, Selina added: “I'm on the cusp of launching nationwide deliveries.

"Being nestled in Purbeck, I'm excited for our customers to be able to handpick fresh flowers at Tied and have them delivered anywhere across the UK within 24 hours.

“Additionally, I'm planning our new subscription service, The Tied Flower Club, for weekly or fortnightly fresh flower deliveries across Purbeck.

“I can’t wait to start curating new and interesting floral bunches for people to receive, discover, and learn more about flowers every week."

TIED can be found at 62 High Street, Swanage.