Gina Diamond likes to say the storefront she opened earlier this year sprang from deciding what she wanted to do when she grew up.
Good thing for flower lovers and shoppers who like to entertain that she settled on a florist and gift shop.
Diamond opened Gina Diamond’s Flower Co. at 120 Depot Drive in Madison on Aug. 9.
Five days a week, she makes the most of the expertise she earned from arranging flowers for family and friends for more than 20 years.
“It started out for family, church, school and friends and then it just transitioned,” said Diamond, a Madison resident. “It became more frequent that people were calling.”
She chose to locate her florist in the small shopping center behind Strawberry Café.
“I looked at larger spaces and they overwhelmed me,” she said. “One day I decided to drive behind Strawberry Café and I found this space. It’s just 1,100 square feet and we use every inch of it.”
Gina Diamond’s Flower Co. showcases original artwork along with gifts. (Photo: Nell Luter Floyd/For Clarion Ledger)
Diamond, who has a B.B.A. with a concentration in marketing from the University of Memphis and more than 20 years in the public relations and marketing field, began preparing for her own floral business when her two sons, now ages 26 and 20 were in middle school.
That’s when she began taking online classes from the Floral Design Institute.
“I learned a tremendous amount about doing flowers,” she said. “I still take classes and will always take classes.”
The trend in floral designs is toward looks that are loose and free rather than tight, she said. Flowers in blush neutrals remain popular with jewel tones gaining interest, she said.
Peonies, garden roses and ranunculus are among popular flowers, to name just a few, Diamond said.
Gina Diamond’s Flower Co. can design floral arrangements from large to small for just about any occasion from birthdays to bridal parties, she said.
Live plants such as ivy, ferns, neon pothos and bird’s nest fern are available, and so are faux flowers. “We do custom wreaths and door arrangements,” Diamond said.
The florist shares its expertise during hands-on monthly classes, which have already gained a following.
“We teach about flower care,” Diamond said. “You leave with an arrangement. We have refreshments. It’s really fun.”
The next class, “Harvest Gatherings: Thanksgiving Centerpiece and a Thanksgiving Menu,” is scheduled Nov. 13 at 6:30 p.m. at the florist. The workshop ($45 per person) will include supplies, family-tested recipes and refreshments. Reservation deadline is Nov. 6.
A Christmas open house is scheduled on Nov. 30 and Dec. 1 – instead of a hands-on class – at the florist.
The cozy shop features a large selection of table linens, glassware, plates, chargers, serving trays, tailgate supplies and more. Also available are tea towels with seasonal motifs, pretty embroidery, colorful prints and witty sayings as well as table décor, vases, lamps, pillows, candles and china.
“You can bring in your china and we’ll help you with chargers and linens to give it a new look,” Diamond said. “We’ll make it look good.”
Artists Hart Kelly Quinn of Oxford, Lisa Rotolo of Ridgeland, Lisa Paris of Jackson and Betsy Edge of Madison have paintings on display and Ben Ferloni of Memphis has glass designs.
Contact Nell Luter Floyd at [email protected].
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