Sometime between Far East Flora and the boom of budget-friendly and bespoke flower ateliers on Instagram, Joseph Soh, founder of Knots Cafe and Living started Xpressflower, a familiar name that often can be spotted in the directories of heartland shopping malls. He never intended to shake up the flower industry by setting up shop online when there was barely an online marketplace, but this chance encounter was what led him to eventually helm this floral empire, as well as venture into F&B with his unique food-and-lifestyle space.
In light of Knots’ participation in American Express’s Shop Small movement (an initiative to ignite passion for local businesses), Joseph shares about his meaningful relationship with flowers, the Internet and heartwarming moments and lessons that were pivotal to honing his tenacious, entrepreneurial spirit.
Hello Joseph! Before I begin, I read that you are the second-youngest in a family of 10. There aren’t too many big families like this now, so how would you describe your childhood to a kid today?
Carefree.
Onto the real interview. What made you decide to set up an online shop and physical store for XpressFlower back when it wasn’t a norm to? Did you foresee the influence of the Internet on our everyday from so early on?
Yes, you are right! Google did not exist then. Yahoo was the dominant search engine back in 2002.
Prior to Xpressflower, back in the late 1990s, the original company I set up was Aussie Blooms — I started out importing and wholesaling Australian wild, dried flowers. Over time, I found out that it was the Dutch and not the Australians that were the dominant player in the world of dried flowers, so I renamed Aussie Blooms to Nature’s House. The first retail store that I started in Century Square, in Tampines was Nature’s House.
Back then I still remember sitting next to the web designer to design the homepage of Xpressflower.com’s website. He was actually using the texture of a fancy paper as the background. I was explaining to my friends then, that setting up a website is like someone opening a flower shop at the graveyard. No one will go there to buy flowers. Hence, the need to advertise online. I was advertising on Yahoo on my own. It took a while to see orders trickling in.
Also, can I just say that it is truly thanks to you that so many last minute date or graduation bouquets get to make their way to their intended recipient without the need for embarrassment or regret. What has been your proudest moment from amassing this floral empire so far?
I was looking to how our government organises us, the people, into towns, and in the centre of every town, there is a shopping mall. So you can’t go wrong to open a shop in these malls, as naturally people will congregate at these malls when they need to look for anything to celebrate any occasion. Being there when our customers need us is what any business would strive to do to succeed.
After being in business for so long, the proudest moment, I would say, is how the business is able to make an impact on many people’s lives, especially our colleagues, that incidentally includes several PWDs (persons with disability) and ex-offenders.
I remember sitting next to one of my PWD colleagues during lunch some years back. I asked her what she likes to do most. I was completely taken aback when she replied to me: “Coming to work”. I promised her if she ever loses her job, it would be when Xpressflower no longer exists.
And out of curiousity — do you have a favourite flower? What would that be?
I would say, Phalaenopsis. An orchid plant that you often see in hotel lobbies. It is grand, elegant and long-lasting.
You have expanded your business to other parts of the world, and then cross-industries into the world of food. How did the idea for Knots Cafe and Living come about?
Back in 2016, when we started our first foray into the Philippines, although we have registered our trademark for Xpressflower in several countries in the region, I was aware of 2 other companies with similar names in Manila. I decided that I should not enter the country with a possible legal tussle over a brand name and decided to come up with another brand for the Philippines. So I named the flower business there Knots Flowers and More. In the same year, we started Knots Cafe and Living in Singapore.
From a marketing angle, ‘Knots’ is the perfect single syllable name that brings people closer, as in ‘tying a knot’. ‘Living’ refers to the home ambiance we created with the garden theme and hand-crafted furniture that you will see changing regularly.
Did you face any challenges setting up a cafe with close to zero experience with food? How did you get past them?
I did not start out wanting to create what you see today. Originally, I just wanted to sell ice cream. But the 2 known ice cream brands I approached turned me down. One of them advised me that with the space I have, I should do more with it. That was when we started to add gourmet coffee and cakes to our menu. I even went to the extent of learning how to make coffee. But the funny thing is, no matter how I tried, it always turned out as a flat white.
My first colleague in Knots was a Filipino by the name of Jerson, who does everything; from making coffee to cooking pasta and pizzas. Today, he is the Assistant Chef in Knots Cafe.
To me, it is a learning journey. By the same token, I do not know how to arrange flowers.
I visited Knots at Tai Seng once and was utterly charmed by the homely ambience. Were you always interested in curating the interior space too or was this something that you learned along the way?
I have been in the flower industry for the last 20+ years. What you see in Knots Cafe and Living today, I would say, is a combination of what I see in different countries that I have visited in different parts of the world – especially Hong Kong, Japan, Italy and the Philippines.
As a veteran entrepreneur, what is one valuable lesson that you’ve learned in your vast career that you would want to impart to a someone who also wants to carve their own path?
Don’t follow the crowd.
Lastly, what is one thing on the Knots menu that you would like to recommend to first-timers?
If I can recommend more than 1, it would be Knots Waffle Brekkie, Duck Ragu Rigatoni and our Carbonara Pizza. The latter 2 are only served in Knots Cafe and Living, Pasir Panjang.
From now till 31 August 2022, American Express Cardholders who spend $10 or more at Knots can receive $3 off. Once you’re done with this story, click here to catch up with our August 2022 issue!
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