Women In Business - A Journey With A Plan - The Little Flower Shop on the Square

At "the little flower shop on the square," we're always excited to share the stories behind the blooms. Today, we're shining a spotlight on the incredible women at the heart of Veda's Flowers & Gifts: the sister duo, Rhonda Hingst and Kim Reynolds. Their journey is a testament to the power of family, community, and the drive to succeed, embodying the spirit of women in business today.

It all began one beautiful April morning when Rhonda, while enjoying her coffee, envisioned a flower shop not just as a personal venture, but as a family project that would bring her closer to her loved ones. It became clear that she wanted to include her mother, Pat, and her sister Kim, in this vision, and her other sister, Vickie, with her floral design skills. This collaborative approach highlights the strength of women supporting each other in business, a theme that resonates strongly today.

After months of brainstorming, the name "Veda's Flowers & Gifts," a tribute to their grandmother, Veda Conner, was chosen during a family lunch. This name embodies the shop's core values: elegance, heartfelt connection, and a classy southern charm. The shop opened in June 2017, honoring the memory of their grandmother and their family.

More Than Just a Flower Shop: A Vision of Community and Family

From the outset, Rhonda and Kim’s vision extended beyond a simple flower shop. They wanted to create a haven where beauty and community intertwined. They incorporated unique gifts, handcrafted jewelry, home décor, and items with faith-based themes, aiming to offer not only beautiful blooms but also meaningful treasures. This approach has made Veda’s Flowers & Gifts a destination for those seeking both flowers and special gifts.

The sisters’ close relationship is the bedrock of their success. As they work side by side, answering questions, taking floral orders, helping to create and deliver arrangements and sharing laughs, their joy is evident in the positive impact they have on their customers. Their family’s involvement has also been pivotal. The children, nieces, husbands, and close friends of the owners pitch in during busy seasons making it a true family affair. This showcases the ability of women to balance business with family, a common theme for women entrepreneurs.

Building a Unique Brand Identity: Driven by Values

Veda’s Flowers & Gifts has carved out a unique brand identity, driven by several key factors:

Family-Centric Approach: With multiple generations actively involved, the shop fosters a warm and welcoming atmosphere, demonstrating how family values can strengthen a business. The children grew up in the shop and learned all aspects of the business.

Community Focus: The business is deeply rooted in Murfreesboro, emphasizing the "shop local" movement. They believe in supporting their neighbors and strengthening their local economy. This showcases how women-owned businesses can be catalysts for community growth.

High-Quality Flowers & Gifts: They offer custom floral arrangements using the freshest blooms. In addition, they have a curated selection of gifts and home decor, emphasizing beauty, quality, and thoughtfulness.
Personalized Experience: The shop strives to create a personalized experience for each customer through attention to detail and exceptional customer service.

Faith-Based Values:

Their faith is the cornerstone of their business, with a dedication to spreading God's love through their work. These values resonate deeply with customers, creating a loyal following and a strong brand identity.

The Power of Connection: Amplified by a Blog

The idea for this blog came from Rhonda’s husband, Brian, who recognized the potential in sharing the stories behind their photos on social media. He also helped with the creation of their Shopify storefront, "Veda's Gifts Online Store," to offer alternative gifts online. This allows them to reach more customers and grow their business, showing their entrepreneurial spirit. After looking through hundreds of photos, the shop owners saw they had many stories to share.

This blog is not just about sharing funny anecdotes, like being chased by a rooster during delivery, but also about the people they meet and the community they're part of. The blog also highlights the importance of connections and friendships.

They consider many of their customers to be family including Donnie, Paige, Toni, Officer Matt, Michelle, Kelly-Jack, Mr. Henry, Josh, Sarah, Sean, Joe, and of course, Patrick the mailman.

They also consider their shop dog Max a valuable member of their team. This personal touch and emphasis on community are a common trait of successful women-owned businesses.

Achievements and Recognition: A Testament to Hard Work

Veda’s Flowers & Gifts' success is a testament to the hard work and dedication of Rhonda, Kim, and their team. Their achievements include:

Recognition as one of the best flower shops in Murfreesboro.

Earning the Ruthies award, the Fire Fly Award, and recognition from Main Street.

Consistently being ranked among the top 6 flower shops in the area.

Being a #RuthieAward finalist three times in their first five years of business and the winner for the last two years.

Being a finalist in the #MainStreetAwards every year and the winner of @LocallyOwnedMurfreesboro in 2020.

They are also committed to giving back to their community by participating in local school fundraisers and church events. This commitment demonstrates their understanding of the interconnectedness of business and community, another common trait of women entrepreneurs.

Women in Business: Thriving and Growing

The success of Veda’s Flowers & Gifts is not unique. According to the 2024 Wells Fargo Impact of Women-Owned Business Report, women-owned businesses represent 39.1% of all businesses, employ 12.2 million workers, and generate $2.7 trillion in revenue.

This underscores the significant economic impact of women entrepreneurs.

Furthermore, the growth of women-owned businesses has been impressive:

From 2019 to 2023, women-owned businesses' growth rate outpaced the rate of men's by 94.3% for the number of firms, 252.8% for employment, and 82.0% for revenue.

Between 2019 and 2023, Black/African American women-owned businesses saw average revenues increase 32.7% and Hispanic/Latino women-owned businesses 17.1% compared to all women-owned businesses’ 12.1% rise.

These statistics reveal the powerful potential of women in business.

A Final Thought: Inspired by Dolly Parton

Veda’s Flowers & Gifts is a beacon for women in business, embodying a spirit of bravery and drive. As Dolly Parton once said, "You'll never do a whole lot, unless you're brave enough to try".

Rhonda and Kim's journey embodies this sentiment, and they are not only growing their business but also making a significant impact on their family and community.

Veda’s Flowers & Gifts

is more than just a flower shop; it's a testament to the power of women in business, a place where family, community, and beautiful blooms come together every day. It is an example of how women entrepreneurs are thriving and driving economic growth while also strengthening their communities.

We invite you to visit us in person, and browse our online shop and our new online gift store. Stay tuned to the blog, share your stories with us, and let's continue this adventure together.

Warmly, Rhonda and Kim

(and the rest of the Veda's Flowers & Gifts Family!)

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