Florist grows success

In the flower business, "color is huge," says Dianne Willett of Floral Creations in Wasilla. The colorful corner that Floral Creations calls home is located at 4901 E. Mayflower, Suite 1. The shop is homey, warm and full of many beautiful accessories that fit just about every occasion. Willett stands behind the register and fields phone calls, most of which are orders to homes, offices, parties, funerals, weddings, etc. Willett helps people with special arrangements and takes time to give tips on what to say in the card.

Willett started her entrepreneurship in 1992 in her home, then she expanded her business when she moved into her new location in April of 2000. "I always wanted to do something new … something pretty," Willett said.

Since Willett's relocation she has moved from design and has concentrated on managing the shop, from filling orders to deliveries, floral arrangements and customer service. Willett said there is a lot more involved in working in a shop as opposed to working from home. There is more paperwork and design upkeep, such as keeping a store front with warm decorations inside. Willett said she has two part-time designers, Nancy Thomas and Kelly Dimaggio, who arrange most of the orders. Willett also employs two part-time drivers. When special holidays arrive Willett usually has to bring in extra help to fill orders.

"The biggest holiday is Mother's Day," Willett said.

With Valentines day approaching Willett said roses are the big seller. The flowers are all imported, Willett said, the roses for Valentine's Day come from Ecuador, others come from Holland and California.

"I believe that this is a great business to be in, you're always working with sunshine and flowers … and when the weather is crummy outside its always prettier in here," added Willett.

Willett said a lot of reward comes from the diversity of the customers, "you get to know people, and I have really gotten to know the Valley," Willett said.

Willett said the flower industry is based on emotion. "It's a high impact, highly emotional business, such as funerals; flowers help deal with the pain of loss, whereas in weddings, flowers help enhance the joy," Willett added.