Savvy producers use social media to maximise profit
The Instagram florist
Jina Rabinowitz of Johannesburg started her business earlier this year. “I was a nursery and playschool teacher for many years,” she says. “My middle daughter was diagnosed with type 1 diabetes at the end of 2017, so while I loved teaching, I needed to find something that would give me more flexibility in my working hours. I wanted to do something of my own, and I’ve always adored flowers. I decided to do a floristry course.”
Rabinowitz completed a floristry course at the Dalton & Bloom Floral Academy in Randburg and launched her delivery-based floristry service, @27stems, soon thereafter.
“I called the business 27stems because 27 is my house number. It’s a happy home that l love very much, so 27 seemed like a lucky number. I decided to
