Leap of Faith: Blooms On Boswell
Photos by Emma Highfill, Rose Wheat Photography
CHANCE
In December of 2018, Lori McNorton was preparing to downsize and slow down her life when a chance encounter at a holiday party opened an unexpected door. McNorton’s friend, Bill Lierz, who owned Flowers by Bill, had made the decision to retire and close his flower shop, and McNorton couldn’t believe what she was hearing.
“I went home and told my husband that I was going to call Bill,” McNorton said. “I just knew. It pulled at my heart. I couldn’t see this shop close.”
McNorton decided to take a leap of faith and purchased the flower shop. Everything happened quickly. McNorton and Lierz came to an agreement in December, and McNorton was in place as owner by January. The transition
was seamless, and McNorton got her wish—the shop never closed. McNorton began connecting with the shop’s existing customer base while also welcoming her own network of clients from weddings and design projects to her new space. In June of 2019, she rebranded the flower shop as Blooms on Boswell.
In the course of only six months, McNorton’s future plans had completely changed direction.
“I had no intention of going into business in a retail location,” McNorton said. “My husband and I were going to spend more time riding our Harleys and traveling.”
However, when the opportunity to own her own oral shop presented itself, McNorton had to follow her heart.
FLORIST
McNorton knew from an early age that working with flowers would be a part of her life. Both of her grandmothers had beautiful gardens, and she remembers walking with both of them, learning about different types of flowers. There were also many flower shops in Topeka when she was growing up, and she has fond memories of attending open houses and viewings.
“I was always drawn to the arts,” McNorton said. “In high school, I was handed a book describing different jobs and asked to pick one that I might like. I chose florist.”
McNorton attended the Kansas School of Floral Design in Lawrence, Kansas, where she learned more about color composition, form, texture and other aspects of design. Her first job was at Char’s Flowers in Topeka, where she made bows for holiday poinsettias. She also worked as a designer for Stanley Flowers and inspired other florists through her work with Florists’ Review Magazine.
“Working in the floral industry is my passion,”McNorton said. “I’ve tried to learn every aspect of the work such as design, wholesale and marketing. I’ve made how-to videos and shared tips. All of that work and experience has a place in my current role as the owner of Blooms on Boswell.”
DECISIONS
McNorton notes that buying a shop that already had a following in the community helped with its early success, but there were many challenges in her first year, too.
“Every decision is a bit of a risk,” McNorton said. “We don’t have records
or data to tell us what did really well, so when we try something new, such as classes or new product, we are always dealing with an unknown.”
McNorton has many ideas for how to grow her business and connect to even more people in the community. She hosted classes and community events last year, and hopes to o er more opportunities to get hands-on at the shop this year. She plans to o er classes for a parent and child to attend together,
for example, and to expand into the space outside of her shop.
“I want to open the side doors and put a gazebo and potting shed outside,” McNorton said. “I imagine this shop as a place where people can relax and spend some quiet time. College students who walk in have said that I should serve coffee and tea,” she said, laughing. “I like that idea!”
VISIBILITY
Already, McNorton has put her own personal touch on her shop, which was originally built as a grocery store in 1923. She painted the exterior a bright blue, increasing the visibility and curb appeal. She is confident that the color facelift resulted in more walk-in traffic. She has also added a curated selection of gift items and home decor. It’s a beautiful space for buyers to explore, full of green leaves and blossoms.
Social media has also been an important tool to building the store’s connection to the community and reaching new buyers. McNorton hired Mikaela Gibbs to focus on social media and photography, and many new buyers tell her that they discovered the shop on Facebook or Instagram.
This year, Blooms on Boswell plans to focus on weddings. McNorton and Gibbs use a computer program that helps couples design their oral arrangements by allowing them to visualize how the colors
and pieces will look at their wedding. While McNorton will still o er her design expertise, she believes that being able to see an image on screen will give couples more insight and o er them an opportunity to customize arrangements even more. McNorton also wants to extend more opportunities for wedding parties to have fun together and get hands-on in preparation.
“We recently hosted an event for bridesmaids to make their own bouquets,” McNorton said. “We set up a brunch area with mimosas, and everyone had a blast.”
REWARDING
For McNorton, the best part of operating a flower shop is the opportunity to be there for people in both happy and sad times.
“It’s deeply rewarding,” McNorton said. “We’re here with people through the big and small moments of their lives. Whether it’s the birth of a new baby, or the passing of a loved one, we’re a part of
those moments.”
COVID-19 UPDATE
How has the stay at home order impacted business?
LORI: We are an essential business, so fortunately we are able to continue to work. We are offering “Positive Fridays” specials, so people can have flowers delivered in town at a reasonable price. They have been such a hit that after the first Friday, we had to limit the number of bouquets we can do to 50. When we deliver, we call and let people know when we’re on the way, and ask their preferred place to leave the delivery.
Self Care?
LORI: I feel very blessed, and fortunately my stress is not as high as many because I’m still working. Keeping busy and helping people stay connected makes me feel good. I stay positive, smile often, and greet people when they walk by. We’ll get through this!
