Flower shop: Harlem-based florist offers secrets for combining creative designs and distinct flowers.
Car horns blare over the crowded stoops on the corner of 112th Street and Seventh Avenue in Harlem. In the middle of the block, Katrina Parris Flowers (www.katrinaparrisflowers.com), a high-end floral design Floral design is the art of using plant materials and flowers to create a pleasing and balanced composition. Evidence of refined floristry is found as far back as the culture of Ancient Egypt.
There are many styles of floral design. shop, provides a quiet sanctuary amid the clamor. Inside the 1,200-square-foot loft space, the scents of red and white hocus ho·cus
tr.v. ho·cused or ho·cussed, ho·cus·ing or ho·cus·sing, ho·cus·es or ho·cus·ses
1. To fool or deceive; hoax.
2. To infuse (food or drink) with a drug. pocus roses, purple lilacs imported from California, and novelty gladiolas enchant visitors.
In 2002, Katrina Parris-Pinn and her husband, Mark, began operating a floral business out of their small, one-bedroom Manhattan apartment. When they realized the business was outgrowing their apartment, they started looking for Looking for
In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. a retail space. They got help from a team of consultants working pro bono Short for pro bono publico [Latin, For the public good]. The designation given to the free legal work done by an attorney for indigent clients and religious, charitable, and other nonprofit entities. for the William J. Clinton Foundation's Small Business Initiative, which at the time was a pilot program. The team, which included employees from Booz Allen Hamilton Booz Allen Hamilton, Inc., referred to as Booz Allen is one of the oldest strategy consulting firms in the world. The firm formerly had two consulting divisions: WCB (Worldwide Commercial Business, also known as “The Commercial Side”) and WTB , a global strategy and technology consulting firm, and students at New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of University's Stern School of Business, worked with the couple for a year, helping them find a space, develop operational policies, and conduct interviews and surveys. In 2003, Katrina and Mark moved to their current location in the heart of Harlem.
The consultant team also helped the couple realize what they had already suspected: The money-making aspect of their business wasn't the retail end; it was Katrina's creative floral designs.
Katrina and Mark operate the business under the assumption that there is no substitute for a personal, creative touch. "We are very hands-on, very personable PERSONABLE. Having the capacities of a person; for example, the defendant was judged personable to maintain this action. Old Nat. Brev. 142. This word is obsolete. . Our notes are handwritten hand·write
tr.v. hand·wrote , hand·writ·ten , hand·writ·ing, hand·writes
To write by hand.
[Back-formation from handwritten.]
Adj. 1. ," says Katrina, who adds that each floral arrangement is unique. Jenny Sparks, vice president of marketing at the Society of American Florists agrees. "There will always be a need for florists because you are buying a high level of service. Consumers want the freshness, the guarantee, the presentation."
Although the couple's original intent was to borrow $150,000 from the Upper Manhattan Empowerment Zone, having to navigate the red tape turned out to be a blessing in disguise. They learned to operate their business more frugally and borrowed only $30,000. And with $50,000 in personal savings and a $12,000 line of credit from HSBC HSBC Hongkong and Shanghai Banking Corporation
HSBC Humane Society of Broward County (Florida)
HSBC Humane Society of Bay County (Bay County, Michigan) bank, the couple became entrepreneurs. Company revenues have tripled since the first year from $50,000 to more than $250,000 in 2005.
Thinking of opening a shop? Follow these tips:
Have realistic expectations. Try working in a flower shop to get a feel for it. "People think the flower business is an easy, pretty, fun thing. It isn't. You're cutting yourself, getting your hands dirty, you're on your feet a lot," says Katrina.
Do your research. Karl M. Kellner, partner at Booz Allen Hamilton, also suggests interviewing competitors. Booz Allen research helped Katrina and Hark hark
intr.v. harked, hark·ing, harks
To listen attentively.
To return to a previous point, as in a narrative. find out their competitors had problems with high turnover because of low pay in the business.
Get to know wholesalers and distributors. You need to have a good relationship with the companies you're getting your product from. Industry groups such as Wholesale Florist & Florist Supplier Association (www.wffsa.org) and Master Florists Association (www.masterfloristsassn.org) may have resources florists and aspiring florists can tap.
Try creative marketing. "A lot of marketing is word of mouth in the flower business," says Jenny Sparks, vice president of marketing at the Society of American Florists. "In an area with a lot of drive-by traffic, your shop window is a great marketing tool."