If you’re active on Instagram, you’ve probably noticed that lifestyle blogs have become ubiquitous in the past few of years.
From food to fitness, everything is now Instagram-worthy. But what if lifestyle blogs were realized through events?
This idea popped into Alice Rossiter Lewis' mind as she studied art business at the Sotheby’s Institute in New York City.
What would it be like if I could help women offer experiences that are fun and bring people together?"
“I started thinking about women and how they are underserved in the gig economy,” said Lewis. “Especially stay-at-home moms. What would it be like if I could help women offer experiences that are fun and bring people together? They could have great businesses.”
After graduating from Sotheby’s, Lewis joined the Boston startup community and got to work. She focused her fledgling business idea around the art of floral arrangements because she thought it would reach a wide audience.
“Not everyone loves crafts or cooking, but not many women have ever said, ‘I hate flowers,’” Lewis said with a laugh.
To test market appeal, Lewis started teaching her own flower arranging classes in Boston in 2015.
It worked: In the first few months of operating, Lewis estimates she sold over $100,000 worth of tickets for flower arranging classes. That’s when Lewis said she knew she was onto something.
Since then, the young entrepreneur has launched an online platform called Alice’s Table that enables other women to host similar floral workshops in 30 states across the country, including cities like Chicago, Austin, San Francisco and Providence.
The notion is similar to “paint and drink” classes where customers attend an art class hosted by a local artist at a popular bar. Alice’s Table customers pay $65 to attend a class and learn the skill of floral arrangement.
The startup also helps women become entrepreneurs by offering opportunities to become “execs,” or host their own floral arrangement events. Lewis estimates over 118 execs currently use the platform — and investors are taking notice.
The Techstars graduate accepted a $250,000 offer on “Shark Tank” last week, accepting backing from Mark Cuban and Sara Blakely. Cuban and Blakely took home a 10 percent equity stake in Alice's Table, and have the ability to buy another 10 percent in the company at the next round.
Part of the business’ appeal is that those interested in launching their own flower arranging company don’t need much business acumen to get started.
"The platform manages the events, sells the tickets and processes payments. “That way ladies can focus on building their business, sales and marketing,” Lewis added.
All you need is “confidence,” Lewis said.
“Have confidence in yourself and continue to push forward,” Lewis said. “There’s always going to be something that doesn’t go as planned, but that’s part of building a company.”
