Owner Nethia Joyner at her shop.
Nethia Joyner loves her mother. She loves selling flowers. That helped her make it through the pandemic so far — and remain in business for the crucial Valentine’s Day holiday.
Valentine’s Day falls on Sunday. Joyner, hoping for a boost, is ready for the holiday with bouquets of flowers, teddy bears, and chocolates on sale from the business she started at 302 Dixwell Ave., Mae Flower & Gift Shop.
Joyner, who has lived here for 25 years, started the business in November 2019. She named it after her mom, Mae Hill.
Then came the Covid-19 pandemic. She had to close the for three months. She reopened, and kept plugging, with the help of family members volunteering in the flower and gift shop.
She limited in-person customers to one at a time, mask required. She boosted web orders and promoted curbside pick-up. She kept her prices down even at slow times when the future looked uncertain. (“We wanted to keep the customer base that we do have, and keep them coming back.”)
And she made it to Valentine’s Day.
She made her pitch while preparing orders inside the shop Friday: “You can’t visit anybody because of the pandemic so it would be nice to send some flowers just to say, ‘I’m thinking of you. ‘I love you.’”
Courtney Luciana photos
Valentine’s Day packages include a dozen roses, a medium sized teddy bear, and decorative packaging for $79.99 dollars. Subtract the bear, and the roses cost $59.99. Add a custom ribbon with your special someone’s name printed on for an extra $5.
“We also offer same day service but it’s better to call ahead, or order on our website,” she said.
The Blue-Rose special.
Roses are available in other colors such as pink, blue, and yellow. A special package of two dozen blue roses (pictured) costs $125.
Flowers come from local brokers in the state, Rhode Island, and Massachusetts. One of Joyner’s personal favorites: exotic flowers that are imported from Hawaii.
Paparazzi jewelry is offered to customers year-round. Valentine’s themed jewelry sets are on sale for $5.
Stuffed teddy bears come in sizes small, medium, large, and extra large. The child-oriented package (pictured) comes with a candy box containing a stuffed bear, chocolates, a single red rose, and apple grape juice for $25.
“My mother grew up in Alabama. She always loved flowers and plants. That’s what sparked the interest for me to get into this business,” Joyner said. “My mother is still alive and still loves her plants. It’s kind of like passing on a legacy.
“This has to be a passion. That’s what makes the difference. You have to love what you’re doing,” Joyner said. “As long as you love what you’re doing then you will excel. I wouldn’t advise getting into a business just for the money.”
The shop has relied on word of mouth, loyal customers, and fliers to get the word out.
“We’ve done a lot of funeral work,” Joyner said. “It kind of spiked because of the pandemic.”
Joyner remains optimistic about the business’s future. “Mae Flower is my mother,” she said, “and I don’t want to give up on her.”
To order online, click here.
Nethia Joyner: Love is the key.
