There is a story behind every bouquet that is delivered from 1-800-Flowers.com® – and quite often it’s the remarkable tale of the talented local artisan who created it. These hardworking florists, who are mostly small family-owned businesses, are the backbone of their communities.
In celebration of Black History Month, we asked five of the gifted Black florists in our BloomNet® floral and gift delivery network to share what inspires them, how they’ve met the many challenges of the ongoing health crisis, and their unique perspective as diverse business owners. Their collective passion for flowers has led them to the floral industry, and each of these amazing artisans hopes their stories will encourage other entrepreneurs to follow their dreams.
Pamela Drakeford, Owner of Lottie G’s Florist in Columbus, OH
Connection to Family: Pamela’s mother loved flowers and floral arranging. With her mother’s recent passing, Pamela’s profession as a florist has kept her close to her mother’s memory while helping build a future. “My mother and my son shared a passion for design,” she says. “So, I want to leave that legacy for him – of both my mother's life and mine.”
Biggest Pandemic Challenge: As with many small businesses, the pandemic impacted walk-in business, and also drove up costs. “I'm spending more on merchandise,” she explains, “and on trying to get customers to my shop.”
Future Goals: Says Pamela, “I hope within the next few years to have stable, repeat customers such that I can open another store in another state, or even in the same city.”
Favorite Floral Story: “I had a customer call about her daughter getting married that evening at their home in a very small ceremony,” Pamela remembers. “She needed a bouquet for her daughter – something pretty, but not too expensive. I sent her a picture of the arrangement before we delivered it, and she started to cry.” Turns out, the family had recently fallen on hard times. “She said they had lost everything, but that I had made a floral arrangement that looked like she spent a hundred dollars on her daughter. That made my day, too.”
Wisdom for Budding Florists: During the hard times, Pamela says, “Pray and keep the faith.” But always “stay focused and have passion and heart in what you do. It is not going to be all successful in the beginning, but it is worth the wait.”
Travis Gabriel, Owner of Concrete Rose Floral in College Park, MD
Why I Do What I Do: “I originally started as a delivery driver and enjoyed being around flowers for both the beauty and the joy they provide,” says Travis. “I love being able to create and to experience working with different varieties of flowers, in all different shades, to make arrangements that bring happiness to the recipient.”
Pandemic Silver Lining: Along with millions of other Americans impacted by the pandemic, Travis at one point found himself without a job. This challenging time turned out to be a blessing in disguise. “Having newfound freedom, I wanted to build a business where I could do what I love and still enjoy my life,” he says. “The skill and experience were always there but having the time and freedom to finally make the jump was all that I needed.”
Representation Matters: “There is still more need for minority-owned representation in the event industry, as well as an appreciation for our work's worth,” says Travis. “While lesser known than some major floral design studios, many minority businesses are equally as talented and deserve to be compensated the same.”
Favorite Floral Story: “There was one arrangement I delivered personally due to not having a driver available,” remembers Travis. “It was a very small arrangement – money-wise, it would seem not important. But when I delivered this arrangement, I saw this elderly lady's face light up. The excitement and gratefulness she exuded reminded me that, no matter the size of the arrangement or the price, being a florist with the ability to spread joy is what's important.”
Wisdom for Budding Florists: “Be willing to learn as much as you can from others,” he says. “There's always a new way to do things that may be better. Freelance as much as you can, and remember, this industry is hard work. Flowers are beautiful and creating stunning arrangements is rewarding, but there are a lot of blood, sweat, and tears that come first.”
Deadra James, Owner of The Flower Shop of Chicago in Chicago, IL
Why I Do What I Do: “The sheer beauty and joy that flowers bring offer much satisfaction,” says Deadra. But flowers are also in her DNA. “My father maintained a beautiful rose garden in our back yard. And years after opening my business, I learned that my maternal grandmother did wedding flower bouquets for ladies getting married in her community of Greenville, Mississippi. I suppose flowers are a part of me.”
Entrepreneurial Spirit: “The idea to start my own business stemmed from the desire to be self-reliant and, as much as possible, in control of my destiny,” says Deadra. “Many businesses were forced to close during the pandemic. I had a choice. I choose to continue to serve my customers and help them express their love, gratitude, sympathy, and celebrations with flowers.”
Secret to Success: “Spoiling my customers is just what I do,” says Deadra. “I’ve been told that I’m the customer service queen. I adopted Marshall Field’s motto – “Give the lady what she wants. And I love to learn. I’m constantly improving my technique and expanding my skill base.”
Favorite Floral Story: “One of our out-of-town customers who ordered for someone locally made a point of visiting me while they were in Chicago on vacation, because they appreciated our service so much.
Wisdom for Budding Florists: Deadra encourages entrepreneurs to be optimistic and believe anything is possible. “99.9% of the time, you will get what you want,” she says. Also, “Follow the money. By that I mean, know where your money is going and don’t spend what you don’t have.”
Kateen Morris, Owner of Kateen's Floral Designs in Fishers, IN
Why I Do What I Do: “What drew me to the industry is my love for flowers,” says Kateen. “No matter what sort of mood or experience a person is having, flowers are the answer. I love to provide a reason for someone’s heart to smile.”
How I Got Started: “Since I was a small child, I have always played with flowers,” she says. “As I grew older, I would make arrangements for myself. Then I did a couple of weddings for family members and started to receive more requests. So, I decided to start the business.”
Supporting Diverse Businesses: “I do find that more and more people are looking to support Black-owned or women-owned businesses,” says Kateen, who serves as chair of Black Girl Florists, an organization which celebrates and supports Black women-owned businesses in the floral industry. She is currently redesigning her website to highlight Black ownership and working toward official diversity certification of her business. “I see my business eventually hosting workshops and teaching future black florists.”
Favorite Floral Story: “There was a time when I was second-guessing myself and my work,” she remembers. “I received a very large order. There was no card message, and the only instructions were to create the biggest most beautiful arrangement ever. Turns out the order was from my son – to me. It was the most memorable moment I have had as a florist.”
Wisdom for Budding Florists: “Know your craft, know your niche, do not be afraid to ask questions, and go for it,” Kateen says. “The world is a big place, and the floral industry is bigger than what it may seem. It’s yours – get after it!”
Taheerah Taylor, Owner of Jatcoia Floral Design in Las Vegas, NV
How I Got Here: “A series of mistakes – and being in the wrong place at the right time – led me on a 20-year journey,” Taheerah says. “I was asked to create a small centerpiece during a church service. I had no clue what I was doing, but I accepted the challenge and started googling and viewing lots of videos online. This continued for years.”
Why I Do What I Do: “I encounter happy people prepping for a wedding, but I also encounter people laying a loved one to rest,” she explains. “I feel like I was placed in this industry to make people feel at home, like I’m one of the family. I cry with my customers, and I laugh with my customers.”
Handling the Pandemic: “The pandemic hurt us but helped us,” she says. “During that time, I had a home-based business. When the pandemic hit us all, it actually increased my sales and Google presence. I had to open a store front, because we became so busy with customers requesting to pick up orders.”
Favorite Floral Story: The UpShaws TV show called requesting arrangements for the cast. Taheerah thought it was a prank call – until the show started sending bottles of wine and charcuterie boards emblazoned with the show logo. Taheerah remembers, “The whole staff laughed for days because I was in disbelief!”
Wisdom for Budding Florists: “Before starting your own business know your niche and work towards that,” she advises. “If you don't know your direction, you tend to make financial mistakes finding what your niche is.”
Every day, our 1-800-Flowers.com® and BloomNet® teams work closely with thousands of florists across the country to design and deliver floral arrangements for occasions big and small. We are proud to showcase these Black-owned businesses and thank these talented artisans for sharing their individual stories. Each of these florists is part of the recently launched BloomNet Diversity Program, designed to identify, and celebrate the many diversity-owned businesses within our floral and gift delivery network.
You can learn more about our company’s commitment to diversity, equity, and inclusion here.
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