Business of the Week: The Flower Basket
Diane Ricci accepts that change is inevitable. Over the past 30 years, both Ricci and her husband and business partner, Ron, have seen their fair share of change.
As the owners of The Flower Basket, located at 399 Manville Rd. in Pleasantville, the Riccis are well aware of the constantly evolving consumer demands and the growth of their online competitors and the many floral retailers that have sprung up in recent years.
That has not hindered the couple from growing their business. Not only do they sell a wide variety of fresh flowers, gifts and decorative accessories in this charming store, but they also carry an adorable line of newborn clothing and other items that any new parent would love. And they’ve been able to boost their business every year by adding some big corporate clients to their roster.
Prior to taking ownership of the business, Diane worked at The Flower Basket part-time. Back then, she was mainly a stay-at-home mom with two children, and Ron was a car salesman. At the time, her job was to clean and condition the flowers that came in from the various wholesalers and distributors, a process that keeps flowers and plants in the freshest possible state for as long as possible.
The previous owner gave Diane some pointers in flower arrangement, but she was eager to learn as much as she could about the business and embarked on a series of classes in floral design. Three years later, the Riccis bought the business, embracing the opportunity to be part of what Ron referred to as the “happy business.” They have a chance to create “unique works of art” every day, Diane added.
The couple has learned over the years how important it is to quickly determine the needs of their customers. Often their arrangements are for a wedding bouquet, a birthday or anniversary or a new baby, but they’re also there at the difficult times, such as the death of loved ones. It’s then “you have to be able to read and understand what the customer wants,” Ron said.
In addition to their innate ability to interpret their customers’ needs, they are also firm believers in communicating with their clients. Rather than assigning deliveries to his workers, Ron sometimes makes the trips himself, taking the opportunity to talk to his customers and to see the smiles on their faces, he said.
Over the last two years, the Riccis, whose two children are now grown, have made a series of aesthetic changes to the store. Most of the changes were to the ceiling, floor and walls. They also installed new shelves to accommodate the additional items they now sell, including candles, an assortment of decorative items for the home and wreaths.
In anticipation of the holidays, the Riccis are running a special that will give customers who mention this article 15 percent off an item they purchase for a special event. The special offer will also include free delivery.
The Flower Basket is open 9 a.m. to 5:30 p.m. on weekdays and 9 a.m. to 2 p.m. on Saturdays. For more information, call 914-769-1688 or visit www.pleasantvilleflowerbasket.com.
