Brenda James

Brenda and her sister, Belinda embarked on a journey in 2008 to open Nook Flowers, a business that is an extension of their identity and a testament to the power of principle-driven entrepreneurship. At the heart of Nook Flowers lies a commitment to responsible floristry. Brenda emphasizes the importance of locally grown flowers and the responsibility that business owners and clients share as socially-conscious citizens of the planet.

Episode 12

Written by

Krista Goon

Published on

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Womenpreneurasia S07 Brenda James

Brenda James

Brenda and her sister, Belinda embarked on a journey in 2008 to open Nook Flowers, a business that is an extension of their identity and a testament to the power of principle-driven entrepreneurship. At the heart of Nook Flowers lies a commitment to responsible floristry. Brenda emphasizes the importance of locally grown flowers and the responsibility that business owners and clients share as socially-conscious citizens of the planet.

Episode 12

Written by

Krista Goon

Published on

Share this episode on:

Womenpreneurasia S07 Brenda James

In a world where growth is not always linear, Brenda James, the visionary Founder and Principal Florista of Nook Flowers, has cultivated a flourishing business that stands apart on the twin pillars of creativity and sustainability.

In this episode, we unravel Brenda’s blossoming journey from a passion-driven dream to the celebrated and unique Malaysian floral studio that Nook Flowers is today.

Womenpreneurasia S07 Brenda James

The Joy of Creating

Brenda’s happiness is found in the tactile joy of working with her hands, creating art from Mother Nature.

She wasn’t always a florist though. She had a career in brand communications but as she recalls, she wanted to start something of her own.

With a dream, some savings and shared anticipation, she and her sister, Belinda embarked on a journey to open Nook Flowers, a venture that became an extension of their identity and a testament to the power of principle-driven entrepreneurship.

Brenda’s favorite quote, “Details matter,” reflects her meticulous approach to her craft. Today, the business is a true family affair, run with dedication alongside her husband, Danny, and sister, Belinda.

For Brenda, Nook Flowers is more than a business—it’s an extension of her ethos and values. The studio’s grown not flown philosophy is seamlessly woven into its brand philosophy and operations. Every detail reflects a dedication to environmental responsibility.

Brenda emphasizes the non-linear nature of growth, especially in businesses fueled by passion and identity. Despite the challenges, she encourages entrepreneurs to understand that growth, regardless of its pace, is still growth. Nook Flowers may not have experienced phenomenal growth, particularly in the post-COVID years, but Brenda’s commitment to being a responsible florist has set the studio apart.

Flowers That Are Grown, Not Flown

At the heart of Nook Flowers lies a commitment to responsible floristry. Brenda aims not only to influence floral decisions but also to educate clients about the importance of locally grown flowers. She emphasizes the responsibility business owners and clients share in minimizing waste and becoming more environmentally conscious. 

They Close On Valentine’s Day

Nook Flowers took a stand during Valentine’s Day with Brenda’s decision to close on Valentine’s Day stirring controversy with some labeling it irresponsible. Unfazed, Brenda stuck to her guns, showcasing the alignment between her convictions and her business philosophy. Despite initial concerns, she retained customer loyalty, proving that authenticity resonates even in the face of controversy.

Brenda’s Principles of Responsible Floristry

Brenda is firm in her principles which is why I enjoyed speaking to her. She understands her role as a responsible florist and tries to influence her customers to become more aware of the need to be responsible buyers of bouquets and flower gifts. Brenda’s commitment to educating her clients goes beyond the beauty of the blooms; it extends to fostering awareness about the environmental impact of their choices.

Business aside, Brenda’s love for Frances Mayes’ ‘Under the Tuscan Sun’ reveals her appreciation for beauty and nature. In terms of music, Brenda finds pleasure in singing with The Philharmonic Society of Selangor. Brenda serves as its Chairperson highlighting her commitment to giving back to the community through yet another artistic endeavour – this time, through music!

Every entrepreneur has the power to influence her customers positively. Brenda has shown that in her own way and her own business, she is contributing to creating a more responsible flower-buying cycle. Her journey exemplifies the impact a business, fueled by passion and principles, can have on shaping a more planet-friendly consumer culture.

Find out more about Brenda James through these links: