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Taste and personality: how to choose a gift

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Ioana Uretu is the happy girl next door. With a contagious energy, she can talk for hours about her favorite flowers or the new recipes that she creates and tests at AdHoc Bistro, on Calea Victoriei. But the fact that her business Books, Sweets and Flowers was born on one of the oldest boulevards in Bucharest is no coincidence – a good novel, a sweet treat and a lovely bouquet are timeless. So, why not choosing for you or the dear ones a charming, full of personality present?


Who are your clients, men vs women? 

After one year and a half of “Books, Sweets and Flowers” I can say that we have a profile: 60% of orders come from the ladies, while the rest from men. Our recent research shows that most gifts go to our male friends.

Where do you communicate your offer? How do people choose what to put in the box? Or they rely on your recommendations? 

The channels I have been using and payed off are Facebook and Instagram, direct mailing and AdHoc Bistro clients. The petit bistro helped CDF grow exponentially thanks to its traffic.

Usually, the clients go for what I recommend. All packages are personalized according to the receiver (we try to find out details about the person: sex, age, job, hobby etc).


Did Facebook and Instagram bring you the first customers or you preferred to let the word of mouth do its job at the beginning? 

I must say that I had a rapid organic growth on both social channels. The feedback is almost always “Your posts are so delicious and real that we want to fly from the office desk in front of a super-dessert right now.”


A Mastercard research (done in 17 European countries) shows that 42% of respondents are willing to recompensate themselves with all sorts of gifts this year, compared to 33% in 2014. Did you notice this trend – offering a treat for self happiness?

Yes, definitely! Sweets rank no 1, then flowers and books.

Which are the sweets and treats for this spring/summer?

I will try to have some new “most wanted” desserts. I am thinking about making a nut and mascarpone cake, and a flavory orange and dark chocolate cake.

Top combination for CDF?  

Merengue, white chocolate and forest fruits cake. Pastel flowers. “Bonjour, Happiness!”, by Jamie Cat Callan.

How do you see your business evolving? What are you planning in terms of image, services and product offer? 

In the following weeks we will be launching an online shop, because we want to be closer to the CDF fans, and we will enrich the sweets portfolio. Also, we have different sorts of collaborations with international brands on our event agenda.


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