Alright – so today we’ve got the honor of introducing you to Krissy De Groot. We think you’ll enjoy our conversation, we’ve shared it below.
Krissy, thanks for taking the time to share your stories with us today Can you talk to us about a risk you’ve taken – walk us through the story?
After a decade working in Theatre Administration, I became a Stay-at-home parent to my two little boys, both under 3 years old at the time. Being a SAHP was the hardest job I ever held. I found myself questioning whether or not I could do it every day. I needed something creative, and had always been fascinated by floral design, so I started taking Floral Design night classes an hour away from my home twice a week. I decided in the meantime to start an Instagram page to follow along my creative adventure, but one thing led to another and as I advanced in my classes, my page became a business. At first, it was a part-time job as I continued to juggle my SAHP duties, but when the pandemic hit in 2020, my husband’s job as a Theatre Carpenter was gone in an instant. I will never forget that night standing in our kitchen, listening to his phone chime time after time, cancelling all his work for the foreseeable future. My business became our lifeline, and I said I would jump into it full time if he would stay with the kids. Having the opportunity to throw myself into my business fully in a time of uncertainty, was a huge risk, but it allowed my brain to do what it does best: get creative! I started doing deliveries and plant sales on my Instagram page, which turned into repeat customers who couldn’t leave their homes. As I was beginning to get overwhelmed as a one-woman show, Aly, who was also a Theatre professional and lost all of her upcoming work in the Theatre closures, reached out to see if I needed help. What was supposed to be a few hours a week became a full-time job as Aly helped me expand. Together, we braved the pandemic, pivoting many times, trying new ideas, and cultivating the brand. After 4 years of operating in a studio, the business has moved into a storefront in the popular Fishtown neighborhood of Philadelphia, PA.
Krissy, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Yes! I am the owner of Myrtle & Magnolia, a Boutique Floral Design and Plant Shop in Philadelphia! We specialize in Weddings and Events, and just opened our first shopping storefront location after spending 4 years in a studio. As a Certified Floral Designer, I am highly skilled in multiple forms of floral design, but what I think gives me an edge in my field is my previous career in Theatre. I hold a Bachelor’s Degree in Dramatic Arts, and my training as an Actor coupled with my experience in production, administration and sales prepared me for success in Business. My specialty training as an actor taught me to really listen to my clients and use empathy when designing for them. When I build for my clients, I am literally “getting into character” by thinking of all the conversations we have had, inspiration photos, and their personality. So much of my bride’s inner beauty comes out in their bouquet!
Can you open up about how you funded your business?
Being the sole owner, I haven’t had much luck receiving funding to help expand my business. I will never forget going to the bank when I first started the company and asking for a loan. The bank made my husband co-sign for me, then they only offered me a $500 line of credit. I used that $500 to pay for my first floral design class. I paid it off with money I made at a holiday pop up sale, so I paid for my next class, and then paid it off again. I used this strategy over and over again, getting bigger and bigger each time. When I did my first 10k wedding, I bought a 3-door cooler.
What’s worked well for you in terms of a source for new clients?
When we couldn’t have people in the flower studio due to Covid, Aly and I had to figure out ways to reach different areas of our city with our product, so that we could introduce ourselves. We started making $25 Grab & Go Bouquets, and put them in different coffee shops, bakeries, small grocery stores, and even salons in all the different neighborhoods that we delivered to. This helped us gain exposure and become a recognized brand. We have booked repeat clients, Weddings, Events and more thanks the accessibility of our product in these shops. I once had a boss who told me “Make your product available to everyone. Even if that is a $10 theatre ticket once per show, that $10 becomes a $100 customer in time”. This really stuck with me and helped build the foundation of our store with a variety of price ranges for pots, plants and flowers.
Contact Info:
- Website: www.myrtleandmagnolia.com
- Instagram: @myrtlemagnolia
- 2222 Frankford Avenue, Philadelphia PA 19125
Image Credits
all photos are by Alex Morra Photography @alexmorraphotography