In business for 25 years, The Flower Gallery helps increase home comfort level

By: Noelle Rulseh, Hearld Times Reporter

Name of business: The Flower Gallery & Gallery Interior Design
Ownership: Diana Dreger
When business started: 1984
Location: 102 N. Eighth St., Manitowoc
Phone number: 920-684-3351
Web site: www.theflowergallery.org
Hours and days of operation: 8:30 a.m. to 5:30 p.m., Monday to Thursday; 8:30 a.m. to 8 p.m., Friday; and 8:30 a.m. to 4 p.m., Saturday.

Services provided-products sold: The Flower Gallery and Gallery Interior Design is celebrating 25 years of creating custom floral arrangements and providing interior design services with an importance to detail and individualized service.

The 1910 Neo Classic style building, located on the corner of Eighth Street and Maritime Drive, has been home to the Manitowoc Floral Company, Hamilton Flowers, and, in 1984, the Dregers opened The Flower Gallery.
Dreger has always showcased her flowers in unique ways with furniture accent pieces.

Starting out, many of her displays featured antique furniture. Today, the business has developed into a full interior design service with one-of-a-kind furniture pieces to purchase, along with pictures, lamps and an array of accessories to give homes that "just right" look.

Rick Specht, the in-store interior designer, Dreger, and the other employees will "do house calls." They consult with customers in their home or office to help with furniture arrangements to selecting accessories, floral, and plant accents.

They will help use what the customer already owns, edit, suggest paint colors, or "take it all the way" with complete home makeovers.

Dreger said customers have a "change in feeling about their homes, and their homes feel more comfortable," even if it is just helping with a new furniture arrangement.

The business also has displayed its flair by decorating a loft model in The River Lofts across the street.

The Flower Gallery & Gallery Interior Design sells floral designs for every special event in people's lives. The business incorporates distinctive gift items with floral arrangements to present a customized look.

The floral designers will go the extra mile to provide customers with personal service, whether purchasing one long stem rose to providing floral arrangements for a wedding.

Sympathy flowers will be customized and specially themed to celebrate a person's life. The business offers same-day delivery including not only flowers, but also gifts.

In 1997, Dreger earned the floral industries most distinguished professional recognition by becoming a member of the American Institute of Floral Designers.

The shop is filled with distinctive gift items including greeting cards, candles, lotions, silk flowers, pictures, lamps, fresh flowers, plants, unusual one-of-a-kind furniture and a wide array of accessories for the home.

"Artsy fashion" gifts for ladies include bags, wallets, jewelry, scarves, tops and jackets. Customers also will find a baby section with distinctive gifts including the Taggies Inc. line featuring clothing, blankets, toys, and books.

The Flower Gallery & Gallery Interior Design shares the beauty of flowers by donating floral arrangements and gift certificates to various organizations in the community.

How has the business changed since opening? Dreger started her business 25 years ago with one employee that was both clerk and flower delivery person.

Today, 15 people work at the business. The store has gone through four major expansion projects and changes with room for many product lines.

The floral part of the shop still has the large impressive mahogany mirror and the large cooler with beveled glass doors.

Dreger has kept the special architectural features of this historic building and offers the same specialized service to all the customers.

Through 25 years, The Flower Gallery & Gallery Interior Design has strived to become a special part of many customers' lives. Dreger has worked with families through all of their lives' special moments from weddings, births, recitals, proms and sad times.

Who are the customers and from where? Customers come to the shop from Manitowoc County, Sheboygan, Green Bay, Appleton, Door County, Michigan, and Iowa. The business gets orders from all over the U.S. and as far away as England.

Who or what is the competition? There are other floral shops in the Manitowoc and Two Rivers area.

However, the Flower Gallery & Gallery Interior Design is distinctive with its offering both floral arrangements and a complete interior design service.

How is marketing done? The Flower Gallery & Gallery Interior Design has an informative and detailed Web site. The business also sends fliers through direct mail and places newspaper, radio and cable ads. The business also is involved in bridal shows, and various home tours.

Dreger said word of mouth brings in many new customers. She said customers have "personal lists" of what to see and where to go when entertaining out-of-town guests. She said The Flower Gallery & Gallery Interior
Design is one place always on their lists.

What are the keys to future success? Dreger said the keys to future success include great customer service, keeping up with new trends, attending educational workshops and going on buying trips and attending special shows.

Factors under control or not under control of ownership? Dreger said Factors under control include the inventory, hiring great employees and doing the absolute best possible for customers. Dreger is on the

Teleflora Board that sponsors educational programs.

She said today's slow economy is the principal factor not under control of business owners.

What is your role of creativity or imagination in running the business or selling your products or services? Everything in this business is built on creativity from buying, marketing, packaging to displaying. The creative window displays on the corner of Eighth St. and Maritime Drive bring customers into the shop.

What is challenging or frustrating? It can be a challenge getting certain customers into the shop that think everything is too expensive, when in fact, the shop carries items of all price ranges for all budgets.

Dreger said it is frustrating when people automatically go out of town to shop when Manitowoc may have the same items at better prices.

What is enjoyable? Diana said, "What is enjoyable is developing relationships through this business. These relationships develop into friendships and we become an important part of the special events in those people's lives."

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