Alright – so today we’ve got the honor of introducing you to Scott Jones. We think you’ll enjoy our conversation, we’ve shared it below.
Scott, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
I owned another business…a Yellow pages company. We produced 3 phone books in the state. 3 years out of College and I had 25 people working for me…I HATED it ! My whole life was putting out fires. Couldn’t do what I was good at…meeting with people ! And I had to count on others to do THEIR job for it all to work…and people were disappointing me.
I wanted to do something that was not reliant on others.
My cousin was selling roses at car dealerships at the time…I kept trying to get him to expand into selling to other shops and into retail…doing deliveries etc. After Valentines , he was done….canceled his order of roses and moved. Two weeks later his roses came in. Called the grower…”This was canceled” …she said “”you buy them…I’ll give you a deal…10 cents a stem “…For that, I’ll give them to a girl I am dating…Right, wouldn’t you ??! $60 for 50 DOZEN roses !
I called Cuz and said, “tell me your two best customers” . I made two phone calls and sold 45 dozen roses…gave the other 5 dozen to her. I had found something I could do and not count on anyone else !!
I sold the other business…sold my sports car…lived cheap and started building my baby !
Since I had a Yellow Pages background…and alphabetical meant something then…and I LOVE my Country…American Floral was born ! Plus, I wanted to franchise it…a GREAT name for the Country ! Right ??
Scott, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Our Story – A Dream Rooted in Family and Flowers
American Floral started 31 years ago in the most humble of ways—out of my house, with a two-door cooler and a 1980 Lincoln Continental that my father gave me. Every week, I’d wrap up 50 to 100 dozen roses, pack them in the cooler, and hit the road—barber shops, car dealerships, tint shops, repair shops—anywhere guys worked or hung out. I sold those roses for $10 a dozen, one conversation and one smile at a time.
Before long, I started selling wholesale roses to other florists, and that’s when everything started to grow. I hired a part-time designer from another shop who taught me the basics of floral design—and it turned out I had a knack for it! My first wedding delivery was in that same Lincoln, packed with candelabras, altar pieces, a unity candle, kneeling benches, bouquets, and boutonnieres. I look back and laugh now, but that was the start of something truly special.
About 20 years ago, we took a leap of faith and bought an old, closed-down skating rink. We split it in half—one side became a well-loved bridal dress shop JoLins Bridal, and the other became home to American Floral.
In the midst of all this, I met and married my wife—the smartest decision I’ve ever made. The second smartest? Having two amazing kids!
Over the years, we’ve been honored with many awards—Small Business of the Year from the Irmo Chamber, Best Wedding Florist from WeddingWire readers, The Knot’s Best of Weddings Hall of Fame (15 years running!), Best in the State, Ambassador of the Year—but the greatest honor of all is the continued support of our community. That means more to us than anything.
Today, we do it all—daily deliveries, sympathy arrangements, hospital deliveries, anniversaries, parties, corporate events, and a whole lot of weddings… by my best guess, over 4,500 and counting! But no matter how many weddings we do, that moment when we hand a bride her bouquet—when she sees something even more beautiful than she dreamed of—it never gets old. It’s pure magic!
And even in times of sorrow, creating a beautiful tribute for someone’s funeral, helping a family say, “She was loved,” and easing that pain, even just a little—that is an honor.
Making people happy, bringing beauty into their lives—this is what feeds the soul.
We are truly a family business. My wife is my right hand, the heart of our lives, and the one who keeps the shop running day in and day out. Our daughter helps with office work, and our son helps set up weddings and events when school allows. I couldn’t be prouder of them—kind, hardworking, big-hearted, and determined. Whatever they choose to do, I know they’ll be successful… but I sure hope they choose the flower business!
And our team? They may not be blood, but they ARE family. THEY are what makes American Floral great. We believe that teamwork truly makes the dream work, and we are so grateful for every person who has been part of this journey.
Thank you for letting us be part of your most special moments. It is, and always will be, our greatest joy.
Can you talk to us about how you funded your business?
Business isn’t always smooth sailing—if it is, you’re probably not pushing hard enough. When I started, I had no floral experience. I had to learn as I went, and even now, we’re still figuring things out. Change is constant—whether it’s the economy, trends, staffing, or even politics, everything impacts us.
We started on a shoestring, a prayer and a LOT of hard work ! I lived VERY cheap for a LONG time while I got started…it took time. I worked day and night …7 days a week. I still usually work 6 days a week…and take a wedding or two home every night (I tell my kids, homework never ends !),. Eventually we built a name…and with that , repeat customers…Friends !
Then they tell someone…and if you do a good job and take care of them, they tell someone. Reputation in everything in a small business…and Your word means more than any contract.
There was a time when every flower, poinsettia, Easter lily, and houseplant came from a florist. Now, big-box retailers like Lowe’s, Walmart, and grocery stores sell them, often at prices we can’t compete with. We had to adapt—change what we do and how we do it. We haven’t bought an Easter lily in 20 years because those stores sell them for what we’d pay wholesale. For them, it’s a loss leader—it gets customers in the door so they’ll leave with steaks, seafood, and an extra $200 in groceries. We had to pivot and specialize—because who wants a grocery store handling their wedding or special event?
We’ve weathered it all—the aftermath of 9/11, the 2007-2008 recession, COVID, and the current recession (even if no one wants to admit it). In tough times, we work even harder, tighten our belts, cancel vacations, and cut back on Christmas gifts. During good times, I average 50-60 hours a week; during slow times, it’s 70-80.
And in my so-called “down time” (ha!), I stay deeply involved in the community. I’m a founding member and current Chairman of the District 5 Foundation, a board member of the PRISMA Health Midlands Foundation, past Chair and current Membership Chair of Columbia Bridal Associates, past Chair of the Irmo Chamber of Commerce, Vice Chair of the Irmo Hospitality Committee, and have served on countless other boards and committees. Giving back and making our community better isn’t just something I do—it’s a passion and a lifelong goal.
Outside of work, I love riding motorcycles, skiing, being near water, watching a fire (nature’s TV), building things, spending time with family, reading, hanging with friends, cheering for the Gamecocks, rooting for the Braves, and just enjoying life. Honestly, how many hours are in a day?
Through it all, God has guided us through the rough waters and always provided enough. I firmly believe that “a good, hard-working man will always have a full day’s work.” Tough times build character, and getting through them is what truly defines us—anyone can coast when things are easy.
Too Blessed to be Stressed !!
Let’s talk M&A – we’d love to hear your about your experience with buying businesses.
I have bought many. Several shops that the owners were retiring. Two died and two that when we moved to this location they felt they could no longer compete. In all cases we bought everything to help them out of their situation. A lot of what we bought was items that we didn’t use or that fit our brand. But it helped those folks. I hope if if one day, I am ever in that situation…someone will step in and help too.
Call in the Golden rule…call it Karma…whatever…But I promise, Do Good, Put Good out into the World, It WILL come back to you !
Contact Info:
- Website: https://AmericanFloralSC.com
- Instagram: @AmericanFloral
- Facebook: https://www.facebook.com/AmericanFloralSC
- Linkedin: https://linkedin.com/in/scott-jones-5753ba14
- Twitter: @American_Floral
- Other: https://www.google.com/search?q=American+Floral&rlz=1C1JZAP_enUS938US939&oq=amer&gs_lcrp=EgZjaHJvbWUqDggAEEUYJxg7GIAEGIoFMg4IABBFGCcYOxiABBiKBTIVCAEQLhhDGMcBGLEDGNEDGIAEGIoFMhUIAhAuGEMYxwEYsQMY0QMYgAQYigUyBggDEEUYOTIGCAQQIxgnMhUIBRAuGEMYxwEYsQMY0QMYgAQYigUyFQgGEC4YFBjHARiHAhixAxjRAxiABDIPCAcQLhhDGLEDGIAEGIoFMhIICBAuGBQYxwEYhwIY0QMYgAQyDwgJEAAYQxixAxiABBiKBdIBCTQyODNqMGoxNagCCbACAQ&sourceid=chrome&ie=UTF-8#mpd=~14389338585715751856/customers/reviews
Image Credits
Clark Berry Photography
Nikki Morgan Photography
Cynthia Pace Photography