Normand Aubry

Why this persona fits the audience

Owns a family florist in Lyon with a small houseplant section, scans incoming plants to log names and care needs, and has a two-person shop team using a mix of paper tags and spreadsheets.

• Age: 46
• Location: Lyon, France
• Occupation: florist-owner
• Income: small business income
• Education: vocational certificate
• Company size: 3
• Years in role: 22

“A plant thrives not just on water and light, but on knowing what it needs. That's the same for a business, and for a family.”

Normand Aubry inherited 'Fleurs Aubry' from his father, who inherited it from his father before him. Growing up surrounded by the scent of roses and the gentle hum of the shop, it was always destined to be his path. He officially took over management twenty-two years ago, after completing his vocational training in floristry and horticulture. He married Sylvie, a former teacher, who now supports the business in her spare time. They live a quiet life in Lyon, raising their children, Antoine and Sophie, who are now teenagers. Normand is deeply committed to the legacy of his family's business, seeing it as more than just a shop, but a vital part of the local community. He takes pride in the consistent quality and personal service that has defined 'Fleurs Aubry' for generations. Recently, sensing a shift in customer interest, he decided to dedicate a prominent corner of the shop to houseplants, a move that has proven successful but has also introduced new complexities. His current challenge is managing the increased variety and specific care requirements of these green additions. He relies on a system he’s personally refined over the years: a combination of meticulously organized paper tags for pricing and basic notes, and a shared spreadsheet on a desktop computer for tracking inventory and sales figures, a process he finds reliable but increasingly time-consuming. He views money as a means to ensure stability and provide for his family's future, rather than for personal indulgence. Time is a precious commodity, carefully allocated between the demands of the business and his family life, with little left for leisure beyond tending his own small balcony garden.

Background & daily life

A day in their life

Normand's weekday typically begins at 6:30 AM, with a quick breakfast before heading to the shop to receive the morning flower delivery. He spends the first hour checking the quality of blooms, arranging displays, and updating the inventory logs – a mix of paper and his laptop spreadsheet. By 8:30 AM, Isabelle and Marc arrive, and the shop opens to customers. Normand moves between assisting customers, especially with more complex floral arrangements or houseplant advice, managing deliveries, and periodically scanning new plant arrivals to record their names and basic care instructions. He breaks for a simple lunch, often a sandwich eaten at his desk while reviewing sales figures. The afternoon involves more customer service, ordering supplies, and planning for the next day. He closes up around 7:00 PM, ensuring everything is tidy before heading home.

Lifestyle

Normand lives with his wife, Sylvie, and their two teenage children in a modest apartment above the family florist shop in a well-established Lyon neighborhood. His days are long and structured, revolving around the shop's rhythm. Weekends are often dedicated to family, though he might sneak in a visit to a local marché or a quiet afternoon tending to his own small balcony garden. He's not one for lavish spending, preferring to save for his children's education and occasional family vacations to the French coast. His routine is a comfort, providing a sense of stability in a sometimes unpredictable retail world.

Work life

As owner of 'Fleurs Aubry', a third-generation family florist, Normand's days are a constant juggling act. He oversees the purchasing of fresh cut flowers, manages inventory, deals with suppliers, and ensures the shop's ambiance is always welcoming. The houseplant corner, a recent expansion driven by customer demand, requires meticulous attention to detail for identifying species and their specific needs. He works closely with his two employees, Isabelle and Marc, who handle customer interactions and basic plant care. Their current system involves handwritten tags for pricings and care tips, with a shared spreadsheet for tracking larger inventory and sales data, which Normand reviews daily.

Relationships

Normand is deeply connected to his family; his wife Sylvie is his confidante and often helps with administrative tasks. His parents, retired but still fond of visiting the shop, offer quiet support. His employees, Isabelle and Marc, are like a second family, having worked for him for years. He also values the relationships he's built with regular customers, many of whom he knows by name and by their favorite blooms.

How they decide

Normand is a cautious and research-oriented decision-maker. He prefers to gather information, consult with his wife or employees, and consider the long-term implications before committing to anything. He values practicality and proven reliability over trendy solutions. He's not easily swayed by fleeting fads and will compare options thoroughly, often relying on his own experience and that of trusted peers in the industry.

How they sound

His voice is calm and measured, with a slight Lyonnais accent that softens as he speaks. He uses clear, precise language, avoiding jargon where possible, especially when talking to customers. He tends to speak deliberately, choosing his words carefully, and rarely raises his voice. He's not one for slang or overly casual expressions, maintaining a professional yet approachable tone. He might pause to think before answering a complex question.