POSLOVNI ĐIR Desinela Grenc

Guest Desinela GrencHosted by Mojdana KoharevićMay 3, 2026

Desinela Grenc

About this episode

What you'll hear in this conversation

Desinela Grenc chose to open a flower shop in the heart of Split during the pandemic, at a time when many were seeking quick profits from apartments or fast food. Her move was driven by a deep affection for her city, a sense of loss that its historic center lacked a dedicated florist, and a belief that not every business needs to chase immediate returns. She has spent decades cultivating a craft inherited from her renowned mother, a florist who opened her first shop the year Desinela was born. Grenc is not just a florist; she is also an international judge in floristry, bringing a global perspective to her local endeavor. She challenges the prevailing mindset of "easy money" by emphasizing the power of skilled hands and the enduring value of a physical, curated experience over fleeting online trends. Readers will consider how long-term commitment to a craft, even in a small space, can create a lasting impact and define a unique market position, especially when others are focused on short-term gains.

Insights from the conversation

What to take from this episode

Desinela Grenc opened her flower shop in Split's city center during the pandemic, when many businesses were closing or converting to apartments. Her decision was a direct rejection of the prevailing mindset that seeks "easy money overnight," proving that commitment to a craft, even in uncertain times, can build a more enduring business than quick flips.

In a city where many spaces are turned into "kebab shops, pastry shops," or apartments, Grenc chose to open a florist shop. The most powerful market signal often comes from what you refuse to be. Defining your business by what it is not can carve out a unique space in a saturated market.

Grenc's flower shop occupies only 16.5 square meters, a space too small for a "classic" flower shop. A small footprint forces a focus on what truly matters: infusing the space with "love" and a distinct identity, rather than trying to offer everything. Constraints can sharpen your unique value proposition.

While others chase online visibility, Grenc insists that "it's not the same to see it as it is to come and touch it." The enduring value of physical retail, especially for sensory products like flowers, lies in the tangible experience. Online presence is a complement, not a substitute, for direct engagement.

Grenc describes her earliest memories of standing next to her mother, a well-known florist, learning the craft. True expertise isn't often found in formal training, but in decades of tacit knowledge absorbed from a master, starting from childhood. Some businesses are simply extensions of a lifelong apprenticeship.

When asked about current trends, Grenc says "everything is in," but for her, "what's in is what's found in nature and enhanced by one's own hands." While others chase trends, the most sustainable approach is to draw inspiration from timeless sources and add your unique craftsmanship. Authenticity outlasts fleeting fashion.

Grenc doesn't buy pre-made wreaths for Advent, but insists on making everything by hand, stating, "we are not China." Rejecting mass production in favor of handcraft isn't just about quality; it's a statement of identity that differentiates your offering and elevates the perceived value of your work.

When customers approach Grenc's shop with as little as 50 or 70 kuna, asking if they can still get something, she welcomes them. The true test of a service business is its willingness to serve customers at every price point, not just the high-margin ones. Accessibility builds loyalty and community, not just revenue.

Grenc hopes for more Croatian flower producers, lamenting the current reliance on imported flowers "that travel in cold storage and cannot smell." Prioritizing local sourcing isn't just a preference; it's a commitment to product quality and a belief that the sensory experience of a fresh, fragrant item is a core part of its value proposition.

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