Department store is blooming good move for florist
Jun 12 2009 by Kelley Price, Evening Gazette
AN award-winning Yarm florist has opened a new outlet in Newcastle’s Fenwick department store, creating three jobs.
Diana Kaye Florist is hoping to double six-figure revenues within a year by targeting corporate customers with its bespoke flower arrangements and gifts.
Founder Diane Kaye Allan eventually plans to roll out the brand across the North-east and add to her 13 staff, 10 of which are based on Teesside.
Ms Allan, who established the firm 26 years ago as a teenager, praised the expertise of her team of staff.
“They have the skills and styles to cater for anybody looking for something a bit different to the usual offering.
“My aim is to build the brand - and that can only be done through exceptional customer service.”
After establishing the company in 1982, Ms Allan has witnessed a surge in competition from garden centres and supermarkets.
But she claims the uniqueness of her flower arrangements gives her a competitive edge over the larger retailers.
“With the big supermarkets, everything is shipped in on a trolley. We add value by putting that extra bit of flair into our arrangements.”
It has been a momentous couple of years for Ms Allan, who has beaten off competition from local and national companies to scoop a string of awards.
Last year she saw her company crowned best florist in the country and Interflora Florist of the Year at the Flower Shop of the Year Awards - the industry equivalent of the Oscars.
She also won the Women in Retail category at last year’s North East Woman Entrepreneur of the Year Awards.
As well as offering bespoke flower arrangements, the company sells gifts including champagne, fine wines, Belgian chocolates, teddies, glass vases and giftware.
