Norris Master Florists
15 April 2026
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Sector: Floristry
Location: High Peak
Norris Master Florists is a design-led floral studio and retail space based in Glossop, Derbyshire.
Founded in 2020 by Master Florist Anja Norris, the business has grown into a multi-award-winning studio, including recognition at the RHS Chelsea Flower Show, and works across retail, weddings, corporate installations and brand collaborations.
There’s one full-time and two part-time employees plus freelance support during key trading periods, including apprentices, with a strong focus on training and developing future florists.
Norris specialises in natural, expressive floral design, creating everything from everyday bouquets to large-scale installations for events, exhibitions and commercial clients. The studio is known for its distinctive style, combining seasonal materials with a sculptural, story-led approach to floral design.
Challenges faced
As the business has grown, one of the key barriers has been a lack of dedicated in-house marketing expertise, especially in relations to strategic content planning and the use of social channels such as LinkedIn for business development.
While Norris has built a strong visual identity and presence on Instagram, there was an opportunity to communicate the breadth, value and commercial relevance of the business more clearly - particularly its corporate installation and high value project work - to a more targeted, decision-making audience.
The business is now at a critical growth stage, where time and resources needed to be allocated with greater precision. This includes actively shifting operational and day to day responsibilities away from Anja to allow a stronger focus on business development, strategic partnerships and long-term growth.
Without a more structured approach to content and messaging, there was a bottleneck, limiting visibility in key markets and reducing the effectiveness of business development activity.
Solution – Support Given
Norris Master Florists has been supported by East Midlands Chamber Business Adviser, Steve Phillips and the Accelerator project. With guidance from Steve on the application, the business successfully received £2,400 in funding towards specialist social media consultancy and support.
Social media business SMMS supported the business in developing a clear, commercially aligned content strategy which included: a content calendar to improve consistency; two LinkedIn content creation days and corporate facing content; a suite of photography and videos, and guidance on positioning for a B2B audience.
Anja commented: “Jo Booth and the team at SMMS gave us clear, practical guidance on how to shift our positioning - and how to move beyond what we’re known for to find and communicate the next layer of the business. Working with them gave us both the structure and the assets to do that. It’s helped us translate what we do visually into something much more commercially clear and relevant, particularly for a corporate audience.”
The content creation days captured the studio, process and founder voice in a way that can now be used consistently across platforms.
Impact - The Difference it’s Made
Support provided has enabled Norris to take a more structured, commercial focused approach to marketing, strengthening its positioning within corporate, events and installation-led sectors. Key impacts include:
- Clearer and more confident positioning when communicating with commercial and corporate clients
- Improved ability to articulate the value and pricing integrity of higher-end, design-led work
- Increased visibility with a more targeted, decision-making audience via LinkedIn
- A strong bank of professional visual and video content to support ongoing marketing and brand storytelling
- Greater consistency in messaging across platforms
The creation of a defined content strategy has improved efficiency saving an estimated 8 to 12 hours a month. The support has also contributed to a shift in how time and resources are allocated within the business. With a clear marketing framework and reusable content, the business is less reliant on reactive founder led content, allowing greater focus on business development, partnerships and higher-value opportunities.
Overall, the support has strengthened the business’s commercial positioning, provided increased visibility, more effective audience targeting and improved potential for lead generation with key growth markets.
“The support came at exactly the right point for us as a business. We’re at a stage where growth isn’t just about doing more - it’s about being more focused in how we position ourselves and where we direct our time.
The support has also allowed a shift internally - creating space for me to focus more on business development and the next stage of growth, rather than being pulled into day-to-day content creation. It feels like a much more intentional way of moving the business forward.”
- Anja Norris, Founder
