Embarking on the journey to establish Veda's Flowers & Gifts was both a tribute to our Memaw, my grandmother, Veda Conner, and a commitment to our community.
In March 2017, my family and I purchased a historic corner building at 27 South Public Square in Murfreesboro, a structure dating back to the early 1800's with a rich tapestry of past lives, including a hotel and various retail establishments. The decision to name the shop after my grandmother was a heartfelt one, ensuring her legacy would continue to inspire us daily.
Securing this prime downtown location, with its excellent visibility and foot traffic, felt like the perfect stage for our venture. However, the building required significant renovations to align with our vision of an inviting floral haven.
In the initial weeks, my family and I took on much of the renovation work ourselves, removing walls to create an open layout, painting, and installing new lighting and flooring. The transformation was both challenging and rewarding, as we watched the space evolve to reflect our aspirations.
We installed custom shelving to display our floral arrangements and energy-efficient lighting to highlight the vibrant colors of our blooms. A particularly charming feature was the refurbished old barn wood behind the front counter, adding a rustic touch that resonated with our aesthetic. This effort was accomplished by our dear great friends, Lyn & Javier of GTZ Construction and it looks fabulous.
One significant structural change was replacing the existing spiral staircase with a wider staircase equipped with handrails, enhancing accessibility for our staff. We also transformed the basement into a dedicated workspace, outfitting it with storage racks and designated tabletops for crafting our floral designs.
Installing a walk-in floral cooler was essential, ensuring the freshness of our inventory and the quality of our arrangements. Throughout the renovation process, we had the pleasure of meeting fellow business owners around the square. Their warm welcome and the prevailing "shop local" ethos reinforced our decision to join this supportive community.
These budding relationships not only provided encouragement but also laid the foundation for future collaborations, enhancing the value we bring to the small business ecosystem.
To build anticipation for our grand opening in June 2017, we implemented a robust promotional strategy. We offered early customers discount vouchers and collaborated with local businesses for cross-promotions.
Leveraging social media platforms—Instagram, Facebook, Pinterest, and YouTube—we showcased our floral expertise, sharing behind-the-scenes glimpses of our creative process and engaging the community with interactive content.
Hosting a pre-launch grand opening open house allowed us to connect with our neighbors and local patrons, strengthening ties within the community and bolstering our shop’s reputation as a welcoming, family-oriented establishment.
We emphasized exceptional customer service, focusing on flower care, floral design, and personalized attention to detail, ensuring each visitor enjoyed a unique shopping experience.
Initially, visitors perceived Veda's Flowers & Gifts only as a quaint downtown gift shop. In the first six months, gift items constituted about 60% of our sales volume.
Recognizing the need to highlight our full-service florist capabilities, we intensified marketing efforts, showcasing the breadth of our floral services.
Through targeted promotions and word-of-mouth referrals, we built an endearing reputation, and over time, floral sales grew to represent over 90% of our regular sales volume.
Reflecting on the renovation period and pre-launch experience, I recognize it as a transformative journey. The challenges encountered and overcome have strengthened our character and resolve.
Little did we realize back then how "the little flower shop on the square" would become a beacon of creativity and community spirit, bringing out the very best in everyone involved.
Our story serves as an inspiration to aspiring entrepreneurs, illustrating that with dedication, thoughtful planning, and community engagement, dreams can blossom into reality.
The success of Veda's Flowers & Gifts stands as a testament to the power of honoring one's roots while embracing the future, creating a space where beauty, family, and community intertwine harmoniously.
