Nielsen's Florist & Garden Shop Named Retail Florist of the Year

Submitted by Nielsen's Florist:

The Florist of the Year contest is co-sponsored by the Wholesale Florist & Florist Supplier Association (WF&FSA) and Florists' Review magazine.  The purpose of the award is to seek out and salute successful United States and Canadian retail florists. Nielsen’s will be the cover story in the June issue of Florist’s Review magazine.  In addition, the award will be formally presented in late October at the annual WF&FSA Conference, which will be held in Miami, Florida.

In a first for this contest, now in its ninth year, the winning retailer, Nielsen’s Florist & Garden Shop was nominated by two WF&FSA members, Carbone Floral Distributions and A. Perri Farms, Inc. Both wholesale suppliers cited the florist’s community involvement and its ability to adapt to changing times as reasons for their nomination. 

The Nielsen family has always believed that developing loyal relationships with vendors, customers, employees as well as the community is a solid business foundation.  Over 40 years ago, Gerry Nielsen Sr. began cultivating a strong business relationship with Carbone Floral Distributors. This relationship has led Steve Carbone who has worked with current management for over 20 years to proudly nominate Nielsen’s for the award.

Sal DiPalermo, director of sales for A. Perri Farms, Inc. said he nominated Nielsen’s Florist because, “in troubling economic times and an ever-evolving industry, they are thriving by offering unique specialty flowers at attractive prices.”  Mr. DiPalermo has only worked with the Nielsen family for just under three years supplying fresh-cut flowers. His nomination is a testament to Sandy Nielsen, who co-owns the store with her three siblings.  “We are constantly striving to keep at the forefront of industry trends, to source and to bring exclusive quality products to our customers and most importantly, connecting with the community”, said Ms. Nielsen.  

The company was founded in 1944 by Hilda and Christian Nielsen. The business started with growing greenhouses, where the Nielsen's raised and sold their own crops.  When their son took over the business, Nielsen's was already becoming a destination for flower and plant lovers.  In 1992, Sandy Nielsen began working full-time in the business and heralded the third generation of change. 

“We completely rebuilt the store 12 years ago, and then in 2010, renovated it to match the more upscale, home décor direction we wanted to take”,  Explains Ms Nielsen. Today, Nielsen’s distinctive conservatory is a town landmark, which not only serves as the greenhouse, but also as an event space.

The event space has served as a perfect way to invite the community into the store. For the past several years, Nielsen’s has hosted the Darien Chamber of Commerce’s “Annual Wine Tasting and Auction Fundraiser.” The community wide event attracts 250-350 attendees.  In addition, Nielsen’s Florist hosts four to six charity events each year.  With a beautiful backdrop of orchids, lush green foliage and tropical plants, Nielsen’s conservatory provides the perfect setting for corporate and private parties as well.

However, the main attraction at Nielsen’s is flowers. With the recently renovated showroom, the dramatic flower cooler provides an enchanting environment for customers. The showroom path to the seductive flowers is filled with captivating vignettes. Today, giftware, home accents, jewelry and personal accessories mingle among the exquisite cut flowers and plants on display in the shop’s 2,000 square foot showroom.  Products range in price from $1 to $1,200.  It was not something we planned on doing Ms. Nielsen explained. “It happened as a result of the bad economy and a lot of the fine gift stores in our town closing. Our customers were telling us they couldn't find wonderful gifts in our area. That is when we added the Simon Pearce and Diane James Designs to our product mix.”  Since diversifying, sales of home décor and gifts have increased 160% and business overall has increased 9%.

Products are typically merchandised by color in vignettes that suggest how they can be used in homes, and flowers and plants are key elements. "We bring our cut flowers out of the coolers and our plants out of the greenhouse to utilize them in the way people would want to see them in their homes" shares Tony Vitti. Flower Shop Manager. For example, “A table may feature beautiful throw pillows and candles, but it will also have a grouping of plants, branches, textured foliage and or flowers that all work together with the color palette.”  He adds, "Choosing the right items to meet customers’ taste and budgets can be a challenge."  According to Vitti, displays continually captivate customers with new merchandise and near constant change.  “We are always looking for new products that are different from what everyone else has, and we are not afraid to invest in the new.”  He assures.  “What guides us is knowing that we are a flower shop first and a plant store second and everything else falls into place after that.”

Product selection along with Nielsen's unsurpassed customer service further emphasizes Nielsen’s commitment to relationship building.  Cultivating these relationships is a vital part of every employee’s job.  To ensure the best customer service, Nielsen’s prides itself in having a dedicated team of talented employees.  With years of design, horticulture as well as event and wedding planning services, Nielsen’s is the florist guaranteed to exceed one's expectations. With a desire to continually improve and grow the business, Nielsen’s is branching out with an impressive list of corporate clients. 

Impressive is the single word that describes Nielsen’s achievement in winning the national 2011 Retailer of the Year Award.  With past county, state, academic and business awards, this prestigious national award now recognizes Nielsen’s by their peers and industry leaders.  Fairfield Country residents voted Nielsen’s Florist “THE BEST OF THE GOLD COAST”, in a survey sponsored by Moffy Media. Statewide recognition was bestowed by CONNECTICUT MAGAZINE”S “BEST OF CONNECTICUT."  In 2006, University of Connecticut’s Business School and Mass Mutual recognized Nielsen’s as the first runner-up for their annual Family Business Award. This small family owned business has thrived for three generations in a small coastal town in Connecticut. Read the complete story how Nielsen’s Florist & Garden Shop won the 2011 Retail Florist of the Year by meeting community needs and bravely adapting to change in the current issue of FLORIST REVIEW.  www.floristreview.com

Wholesale Florist & Florist Supplier Association (WF&FSA) was established in 1926.  WF&FSA continues to evolve as the floral industry, its markets and customers change. However, the mission remains unchanged:  To provide networking and business opportunities to wholesale distributors and floral suppliers. www.wffsa.org

Florists Review, established in 1897, is the oldest and largest trade publication in the floral industry and the industry’s only independent monthly magazine. Widely read in the United States and in more than 80 countries, the magazine provides valuable, in-depth information including the latest design and retailing  trends, practical marketing and customer service advice, as well as information regarding new products and services. www.floristreview.com

Carbone Floral Distributors, founded in 1952, is a full-service wholesaler with 3 departments:  fresh flowers, greenhouse plants, and floral hardgoods. Carbone is the exclusive distributor of high quality Florist Fresh®, Americana Products, and Rio Roses® for New England. Carbone Floral Distributors is headquartered in Cranston, Rhode Island.  www.rjcarbone.com

A. Perri Farms, Inc., unlike the traditional wholesaler, imports flowers directly from countries around the world, Working closely with exporters in Holland, Italy, Australia, and New Zealand and also with consolidations in Ecuador and Colombia, flowers are purchased at farm level. Domestically flowers are sourced from coast-to-coast.  With a full line of floral supplies, A. Perri offers retailers "one stop shop convenience."  www.perrifarms.com

Nielsen's Florist and Garden Shop, established in 1944, is a third generation family-run business.  The store, still in its original location, is now run by their granddaughter, Sandra Nielsen Baumann.  With a  long-term philosophy of maintaining successful relationships with our customers and vendors,  Nielsen’s strive to provide the highest quality floral, garden and home decor products and services.  In addition, giving back to the community has always been integral to Nielsen’s. www.nielsensflorist.com