For some, seeing a beautiful bouquet of roses evokes romance or a graduation celebration. But for Ivan, the founder of DDRD Florist, those rows of petals symbolize a down-to-earth struggle; a mission to bring justice from the farmers’ fields in Batu to the bustling streets of Surabaya.
Running a business selling non-consumable products with a momentous nature in a city as large as Surabaya is certainly no easy feat. But DDRD Florist has proven it. Over the past three years, they have persevered and redefined what it means to be a genuine florist.
From Leftover Sorting and a Mission to Break the Ijon (Debt Bond)
DDRD Florist’s story begins with the harsh reality faced by flower farmers in the Batu area. While involved in the DDRD Batu branch program, Ivan witnessed firsthand how his friends, parents, and neighbors were trapped in the debt bondage system.
This system of middlemen is suffocating: stock payments are often late, leading to mounting debt, and the purchase price from farmers is kept extremely low. Ironically, when the flowers reach the hands of major florists in the city, the price can soar tenfold.
“The challenges were tough at the start. We’re in the business of non-consumer products, but they were quite in demand. We had to compete on price and quality, even though DDRD Florist’s initial capital at the time was only leftover stock from farmers that couldn’t be purchased,” Ivan recalled.
DDRD Florist’s journey in Surabaya officially began with these “leftover” flowers, salvaged to help feed the farmers.
DDRD Florist’s Tricks for Dealing with Surabaya’s Hot Weather: Focus on Flower Anatomy, Not Just the Air Conditioning!
Surabaya and hot weather are inseparable. For florists, the scorching temperature can be their number one enemy, causing flowers to wilt quickly. However, Ivan has a different perspective.
“Actually, hot weather isn’t so bad,” Ivan said casually. “Hot weather can actually allow optimal sunlight to penetrate the glass of the refrigerator.”
Understanding the anatomy of flowers is also key, and it’s not just about cooling the room. Ivan explained that each type of flower has unique characteristics, distinguished by its stem type and the cultivation altitude at which it grows.
At DDRD Florist, maintaining the freshness of flowers until they reach the consumer is formulated in precise care techniques:
Temperature and Nutrition Regulation: Maintaining the ideal storage temperature and providing the right nutrients to the soaking water.
Cutting Technique and Water Level: Knowing how deep the water is in the container and the right angle to cut the stems to ensure the flowers absorb maximum water.
Through this combination of science and diligence, the flowers at DDRD Florist bloom optimally and have a longer shelf life.
Tips for Surviving Unhealthy Market Trends
Entering the Surabaya market, Ivan was confronted with the reality of the local florist industry, which he felt was becoming unhealthy. Many established players were raising average prices—from per stem to complete arrangements—at an insane rate. As a result, consumers had to think twice about purchasing these temporary products.
This is where DDRD Florist’s Unique Selling Point (USP) comes into play. They choose to go against the market trend to stay grounded.
“DDRD Florist chooses to offer low prices with a guarantee of good flower care. Unlike others, we prioritize what consumers truly need over simply maintaining market prices,” Ivan emphasized.
Tips for Managing Stock During Peak Season: A “Playing with Color” Strategy for Even Sales
How can an independent florist survive for three years amidst the onslaught of lightning-fast trends? From conventional bouquets, bloom boxes, dried flowers, to the once-viral money bouquet trend.
Ivan admits he doesn’t have a secret formula. The key is simply not being afraid of failure.
“The earliest way to adapt is to experiment directly. Sometimes I deliberately buy other people’s bouquets to see how they’re made, or I use trial and error with leftover stock or sale flowers. But the easiest way to learn directly from what customers ask for is actually,” he explained.
When graduation season rolls around Surabaya’s campuses or Valentine’s Day arrives, demand spikes. While other florists force farmers to supply flowers massively, DDRD Florist chooses a more organic approach. They don’t want to push the plants and farmers beyond their natural limits.
To secure stock, Ivan conducts regular inventory and implements a themed strategy. Therefore, each incoming order is not priced based on flower type, but rather on color tone and size. This smart strategy ensures that sales results for each type of flower are evenly distributed, without any one type of flower being rare or running out first.
How DDRD Florist Reduces Losses from Wilted Flowers (Waste Management)
When the low season hits, DDRD Florist’s kitchen still needs to keep steaming. Ivan overcomes this by aggressively promoting new models, holding discount sales to clear out old stock, and actively collaborating on various local events to keep sales rolling.
So, what about the perishable nature of flowers?
Ivan addresses this with the principle of efficient display management. They regularly stock ready-to-buy displays, but with a caveat: only maximize stock that is in peak condition. This way, customers who need flowers urgently always get first-rate quality and minimize the risk of flowers going to waste.
DDRD Florist’s Tricks for Conquering the Surabaya Digital Market
Starting a business with leftover flowers sorted by farmers doesn’t mean DDRD Florist is technologically illiterate. In fact, in a metropolitan city like Surabaya, Ivan realizes that his flower shop’s most beautiful display case is no longer on the side of the highway, but on the screens of his customers’ devices.
Make Social Media Your “Main Storefront” (Contributes to 80% of Revenue!)
For Ivan, social media is the lifeblood of sales, not just a supplement. Social media contributes around 80% of DDRD Florist’s total sales.
“Most customers order via WhatsApp after browsing our product portfolio on Instagram. Some also come directly to the store because they initially learned about us through social media,” said Ivan.
Currently, DDRD Florist focuses its energy on two main platforms: Instagram and WhatsApp Business. These two tools are considered the most effective for building intimate two-way interactions with customers while showcasing the beauty of their floral arrangements. Plus, they’re also agile in utilizing instant delivery platforms like GrabMart to reach customers who need flowers quickly.
Create Content That “Generates Sales,” Not Just Aesthetics
Many florists fall into the trap of creating content that’s merely aesthetically pleasing, but lacks buyers. Ivan shared the content tricks that have proven to be the most effective in generating transfers to his shop:
Event Documentation: Showing DDRD Florist’s flowers in real-life displays at an event to provide authentic proof.
Product Bundling Promos: Affordable packages that make it easier for consumers to make decisions without the hassle of calculating costs separately.
Trend-Based Flower Arrangements: Constantly updating the feed with trending flower styles to inspire potential customers.
Running an online business requires DDRD Florist to be clever in breaking down the walls of doubt that new customers have never experienced physically.
Relying on Speed and Friendliness (Customer Service)
DDRD Florist’s way of building instant trust is through fast, friendly, and highly responsive service. Speed in providing product information, flexibility during design consultations, and ease of transaction processes are key to customer satisfaction.
Let “Consumer Testimonials” Do the Work
Ivan understands that honest reviews from others are far more powerful than eloquent advertising. Customer testimonials play a significant role in boosting DDRD Florist’s credibility.
This strategy has proven to be highly effective. Throughout 2025, DDRD Florist recorded a very healthy growth chart: sales increased by an average of 5–8% each month. Remarkably, this surge was largely driven by the word-of-mouth effect (word-of-mouth recommendations) from satisfied existing customers to their friends and colleagues.
Every online business owner knows how challenging it can be when social media algorithms suddenly change. However, DDRD Florist has its own formula for staying relevant.
Consistency is Key, Trends are the Vehicle
“The key to beating the algorithm is consistency,” said Ivan. DDRD Florist regularly uploads content every day without fail, but remains flexible in following trends by selecting engaging content concepts, using popular music/background sound, and utilizing hashtags relevant to the Surabaya market.
Strengthening Reach Through Paid Advertising & Community Collaboration
To multiply organic results, DDRD Florist routinely budgets for paid advertising (Paid Ads) each month for major campaign content or promotions for flagship products.
Furthermore, they also actively strengthen their branding through collaborative activities with various hobby communities, formal institutions, and other business partners in Surabaya. This method has proven effective in expanding their market reach to new consumer circles.
Three years into its operation, DDRD Florist has proven that the flower business in Surabaya is not just about visual glamour or price wars. Surviving in this industry is about operational resilience, agility in navigating the digital ecosystem, and most importantly, maintaining genuine relationships—both with flower farmers upstream and with consumers downstream.
Interested in seeing the beauty of honest, lovingly cared-for flower arrangements? Check out our updated product catalog and contact the DDRD Florist Surabaya team directly on Instagram @ddrdflorist to place your order for your special moment.
