Success by (floral) design in New Orleans

In the lush, semi-tropical climate of New Orleans, flowers are hard to ignore. And who’d want to?

“Flowers have always been special,” says Roger Villere Jr. of Villere’s Florist www.villeresflowers.com. “They bring us relaxation and pleasure. Enjoying them is part of our basic human fabric.”

For Roger (pictured above), who started growing orchids at age 11 and earned extra money doing odd jobs in a greenhouse, plants and nature are part of living well. “Throughout history, flowers have been part of the rituals of life,” he says.

Since 1969, Roger and his wife Donna have helped people mark milestones with flowers. One of Teleflora’s top-ranked florists, Villere’s has an impressive list of awards and honors. In 2007, Villere’s did more than 100 weddings. They also craft custom pieces for funerals, such as a shrimp boat made of flowers or flower wheels as big as 6 feet high and 5 feet across.

And when it comes to throwing a party, can any other city top the Big Easy for a good time? There’s Mardi Gras, of course, and the parties, balls and celebrations that are a trademark of Southern hospitality just wouldn’t be festive without flowers.

Additionally, Villere’s has provided blooms and bouquets for First Lady Laura Bush and actress Elizabeth Taylor as well as movie companies filming on location.

Of the Villeres’ 50 or so employees, 12 are family members, including their sons and daughter-in-law:
• Roger Villere III, 38, head buyer
• Mark Villere, 35, sales manager and head of personnel
• Jacques Villere, 28, floral inventory manager
• Daughter-in-law Deborah manages the Covington store

With three locations and $3 million in sales, these flower sellers have some great ideas for fellow florists.

• It’s essential to find a good accountant, attorney and banker, in their case, community banks. “The business does have its peaks and valleys,” says Roger Villere Jr. So monitoring the books and reacting quickly to ups and downs is key, as is having a smart investment strategy.

• Build your network and get involved in your local community. Besides being active in a number of florist and professional associations, Roger reaches out to other businesses around town. “I want them to know I’m doing business with them and they should do business with me.” On an average day, he hands out 10 business cards.

• Whereas some florists sell only arrangements, Villere’s Florist always has a selection of loose-cut flowers that customers can take home and arrange themselves. “People love a bargain and they love to see cut flowers.”

Flower Fact of the Day: It's time to rethink roses' high-maintenance reputation. To find easy ways to fill your yard with these classic blooms, visit: http://edition.cnn.com/2008/LIVING/homestyle/06/11/toh.
nosweat.roses/index.html.

Jacqueline - Editor

June 12, 2008

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