Florist in Elkhart, Indiana Talks Business

Magnificent food, delightful decorations, lots of laughter and gorgeous flowers are excellent words to describe an evening spent with Ken Knepp, co-owner and president of West View Florist in Elkhart, Indiana, and his friend Roger Swisher, cook and caterer.

I had asked Ken for an interview last Christmas at his business open house when I heard bits and pieces of the story of how he became a florist. As his store intoxicated me with delightful Christmas fragrances and stunning décor, his story fascinated me, and I wanted to learn more.

Ken started in business back in 1976 with his now partner, then wife, but it wasn't his first time in the florist business. Ken was born the son of a preacher in Kokomo, Indiana, and lived there until he was in 4th grade. His mother, being a frugal minister's wife, would save the ribbon from the flowers, iron them and pack them away. After the service most of the flowers would go to waste, but not while Ken was around. He would rummage through his mother's saved ribbons and rearrange those flowers with the added touches from Mom's collection. I guess having an eye for design is something that you are born with and an inquisitive mind and creative streak is something that only a loving parent can nurture and help to develop.

Develop it did. Ken had his first job in a local nursery while still in high school, but he went on for bigger and better things. After high school he worked full time and saw many changes in the floral industry. Flowers last longer because of technology and shipping methods. The way that florist present them has been enhanced by tubes to hold the flower in place and not wire.

During our sumptuous dinner with meat so tender the fork made it flake, Ken talked about the change in shipping today and market changes as a whole. Refrigerated trucks carry flowers to their destination at a temperature just above freezing. They come dehydrated and need to have the stems cut shorter so the florist can rehydrate them. Flowers that have become increasingly more popular are daisy pom-poms and pom-pom mums.

I asked Ken if the online companies hurt his business. He said that it only did a bit. Buying flowers direct had too many problems for the average guy that just wants an anniversary gift. First of all, they want it that day. To solve that problem West View Florist has an email list and information on each client. Right before an anniversary, the client is notified by email that they better shop for a gift. None of his loyal clients miss a birthday or anniversary. Most online companies don't offer that kind of service. Other problems with buying flowers direct were the arrangement of the flowers, I guess I should say lack of arrangement, the possibility of bugs since the flowers weren't cleaned, thorns, and the worse is that the delivery company was actually in charge of the flowers' freshness. If your roses sit at a terminal for a while or in the back of a truck they might not arrive in time or in good condition.

Grocery stores that carry bouquets and "Basement Bettys" that do wedding silk flower arrangements on the side do take some of his business. While the chain stores are big enough to get flowers cheaper than an independent store ever could dream of getting, the flower arrangement isn't anywhere close to those that Ken produces. I can testify for that. I have had or seen many of the arrangements that he has made and can say they are truly works of art.

One of the most unusual parts of his business is the fact that about 40% of his business is gift items. Walking through the heady scented store it is easy to see why. He has some of the most unusual and dazzling gift items. He carries Vera Bradley purses and was one of the first in the area to recognize their appeal and beauty. There are hand made pieces of jewelry and interesting home decorating additions. The last trip to the shop was a great trip for me because I found the fountain that I always wanted in my home. No, it wasn't a roman statue pouring water out of an urn but a small slice of geode with a crystal ball that rolled from the water flowing though it. Small and delicate, this fountain fits right on the table next to the braided bamboo plant that Mike got for me, also at West View Florist.

Sometimes the gifts become more. They become part of the art of arranging. I've seen some beautiful creations that Ken "threw together". These are his words not mine. He knows his client base and when he sees something in the gift area that is just perfect for the person, he works it into their arrangement, knowing that the gift giver will get all the credit.

When I asked Ken which holiday was the best for business, he didn't take long to answer and embellish on it. Christmas was the best for business and was a month long busy season, Mother's Day was a week long and Valentine's Day just about 2 days worth of madness. I thought it was interesting that some men bought things elsewhere but came to West View florist and bought a box to put it in before giving it to the recipient. Is that the true meaning of bait and switch when it comes to romance?

Ken gets a lot of his merchandise on buying trips to the trade shows at Chicago, Illinois and Atlanta, Georgia. These two huge shows take a weekend apiece and no matter how fast you buy and walk to the next area, it's so big you can't see everything. It is like the Disneyland for florists.

When I think of a florist I usually picture weddings, anniversary gifts and just about any holiday gift for an individual but Ken doesn't limit his work to just individuals, he also does those magnificent flower arrangements you see in commercial buildings. The interior design element of his business was both self-taught and learned from trade shows and magazines. He and his former wife designed and built their own home. He can see a room and picture just the right touch to make it more elegant, whimsical, warm or dazzling. His home has exciting and dramatic pieces that all blend together into a symphony for the eyes. He uses that same talent to create big and beautiful arrangements for lobbies and offices.

The question of nature or nurture still remains. Was this a gift that Ken was born with or did it come because he was a kid with time on his hands and flowers in the church? I've got to believe that the answer lies in Ken's motto for life, "Always love what you do." It's not nurture, nor is it nature. It's passion.