Winning Big on The High Street: Tied Florist in Swanage, Purbeck

Last year, we launched our exciting “Open Your Shop” competition, in partnership with Ankorstart, to find three worthy winners of expert support to open on the high street for the very first time. 

Over 600 entered, but only three could win. 

And today we’re excited to introduce you to one of our winners…

Meet Selina Kerley, owner of Tied Florist in Swanage

Tied opened its doors for the first time on February 13th this year, just in time for Valentine’s Day! This marked the launch of the first florist in Swanage in almost a decade, bringing stunning, locally-sourced floral designs and a unique selection of artisan gifts to the local seaside town in Purbeck, Dorset. 

After years of working in luxury floral design, including for prestigious events like Wimbledon and the Evening Standard Theatre Awards, we’re proud to have helped Selina achieve her next dream of opening her own florist shop on the high street.

Since its opening, Tied has received overwhelming support from the local community, earning 100% 5-star reviews on Google, with customers praising the exceptional customer service, quality of flower arrangements and the shop’s inviting atmosphere. 

We caught up with Selina to find out about her journey so far!

Why did you enter the “Open Your Shop” competition?

I saw it as an opportunity to receive professional support at a crucial time — just a month before launching on the high street. Venturing into my own business for the first time was both exciting and daunting. The prospect of guidance from professionals who truly understand the dynamics of the British High Street was incredibly appealing.  

How did you feel once you won the competition?

I was genuinely surprised and honoured. Knowing the competition attracted numerous talented and innovative businesses, getting the call announcing my win left me feeling totally elated. It was a real morale boost, especially as it came at a critical juncture!

How has business been since you opened?

Business has been going well since our opening, surpassing expectations. Despite a damp and chilly start to the year, both Valentine’s Day and Mother’s Day were huge successes. The support of the local community has been incredibly heartwarming, reaffirming the need for a florist shop in town.

What do you like most about running a high street business?

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

What are your plans for the future of Tied?

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. I’m also planning our new subscription service, The Tied Flower Club, for weekly or fortnightly fresh flower deliveries across Purbeck. This is by popular demand; many people have asked about subscription flowers, and I can’t wait to start curating new and interesting floral bunches for people to receive, discover, and learn more about flowers every week. I also have a jam-packed wedding season ahead, so plenty to keep me busy!

And finally, how have you found the support you’ve received since winning the “Open Your Shop” competition?

The support from SaveTheHighStreet.org has been incredible. It feels like having a whole team of experts behind you, supporting you all the way. At the moment, having just opened my first business, it feels like I’m spinning a lot of plates, so I’m even more grateful to have ongoing support that’s also completely tailored to my needs. Each department is so knowledgeable and skilled at what they do. I’m incredibly thankful for the immense experience and expertise I’m benefiting from at such a crucial time in my new business venture.

Show Tied and Selina some love by following the business on Instagram and Facebook. You can also visit Tied’s website here.

Have you always wanted to launch your own high street business?

SaveTheHighStreet.org is here to help. 

We launched JO to help both existing and future high street entrepreneurs realise their dreams and achieve their goals.

JO is a unique platform that powers business support for high street businesses like Tied across the UK.

Click here to find out more and to start your journey with us.