Floral shop blooms with business

Flowerama of Springfield, located on the corner of Grant and Sunshine, is full of color: from its fresh-cut flowers and floral arrangements to the dish gardens, silk designs, baskets, candles, stuffed animals and outdoor accessories it sells. While the assortment is wide, its specialty is narrow. Roses carry the sales load; a dozen typically sells for $9.99.

The Robbinses say they have watched their store steadily climb up the Flowerama franchise ranks in the seven years they’ve been in business.

“There are over 100 Flowerama’s across the country and we’re ranked among the top 25, although we’re among the smallest market areas when you consider places the size of Denver,” Sheila Robbins said, declining to disclose gross income.

Flowerama serves Springfield and the surrounding areas, such as Battlefield and Republic. Orders also can be wired nationwide and internationally.

“Flowerama’s concept is for affordable flowers for everyday occasions. Our business is set up in a high traffic area where we use our marquee to advertise specials. Because of the over 100 franchises in Flowerama, we have the buying power to buy products reasonably and to pass on those savings to our customers,” Sheila said.

The Robbinses estimate that as many as 500 customers are served at Flowerama of Springfield each week.

Commercial customers include a number of physicians and lawyers. The store has 200 commercial accounts and the Robinses seek to grow that number.

“We have a commercial account program that hasn’t been marketed by us. That’s something Dennis is going to take over and he will be making business calls,” Sheila said.

Developing a relationship and friendship with customers is something the Robbinses say is crucial in the floral business.

“We see our customers at their very highest and at their lowest. There is an emotional side to this business,” Dennis Robbins said.

Added Sheila, “We may be helping someone with a new baby at one counter and at another have a funeral selection.”

Settling in Springfield

Originally from Iowa, the Robbinses settled in Springfield in 1986 after Dennis’ employer, John Deere, downsized its work force from 20,000 to eight, he said. At that time he and Sheila decided they needed a change.

“We wanted to be within an eight-hour drive of home and we wanted someplace warmer. We looked at the statistics the Chamber of Commerce puts out. Being from Iowa where everything is farm-related, we wanted to be in an area where industry is diversified,” Sheila said.

Sheila and Dennis both say his loss of work at John Deere was the best thing that ever happened to them because it gave them an opportunity to try something new.

Originally, the Robbinses owned Modern Turf Control. They had both businesses for three years, before they sold Modern Turf to Sheila’s brother. Dennis remains a consultant for that business.

While Sheila and Dennis work together, each has an area of expertise.

“I take care of mostly the outside plants and accessories, everything in the warehouse, shipping, receiving and filling in for deliveries,” Dennis said.

“I do the administrative work, personnel managing and training. I don’t get much time on the design table myself,” Sheila said.

The swarm of hurricanes hitting Florida has created additional work. With all their flowers coming in through Miami, shipping is tricky during such devastating weather. Sheila said extra negotiating with flower brokers has been necessary to get her shipments.

Closer to home, the Robbinses are keeping their eyes open for an additional location. Another store might be opened in the next five years.

The Robbinses have grown employment from six to 11 since opening. Sheila said she treats each employee as a manager.

“We don’t ask employees to do anything we don’t do ourselves,” Sheila said. “We treat the customers how we’d like to be treated.”

The Robbinses appreciate the ever-changing face of the florist industry. Just as each flower is uniquely different, each customer has a unique need. This variety adds spice to the Robbins’ flower business.

“The thing you really have got to like about it is it changes. It’s not like making a cheeseburger,” Dennis said. “The flowers, everything changes with the seasons. Things are constantly changing.”

Each new rose shipment brings its own excitement, Dennis said. “When all flowers come in they have to be processed. We lay out 400 to 500 roses and all the girls say, ‘Oh, look at this color! Look at this color!’ It never fails,” he said.

“When they come in it’s like Christmas. There are so many varieties even within each color,” Sheila added.

Flowerama of Springfield suits the Robbinses just fine.

“You have to be happy in your work. You have to have passion for what you do and everything else will fall into place. We’re truly blessed and we thank God every day for the blessings we have,” Sheila said.

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