Dream Designs Florist Inc. & Wedding Boutique

Danielle Evans is in the business of making dreams come true. As the owner of Dream Designs Florist, Inc. & Wedding Boutique, Danielle has built her business on turning brides’ wedding dreams into reality. Known as Central Florida’s premier wedding floral designer, Ms. Evans ran her home-based business for 13 years before finally deciding last summer to make the transition to a retail storefront located in Winter Park. Danielle realized she needed assistance with this major undertaking and came to the SBDC at UCF for help. She began working with Jill Kaufman, Assistant Director of Marketing, and together, they tackled the challenges of managing cash flow, developing a marketing plan and dealing with human resources issues. “Jill was an integral part of the business development process,” according to Danielle. “Without her I would have been a bit overwhelmed. She was quick to share her knowledge and wisdom with me so that I could prepare myself for the road ahead.”

Danielle opened her floral and wedding boutique on July 1, 2006. In her first six months of retail operations, she has made tremendous strides in expanding her business. The firm grew from two to five employees and due to strong advance bookings, Dream Designs is projecting to double the number of weddings serviced to 400 in 2007. Danielle and her team are happy to provide complimentary floral and wedding accessory consultations and report a 90% sales closing ratio on these meetings. Although Danielle has built her company’s competitive advantage through a focus on bridal floral design and an unrelenting attention to customer service, the new store has allowed her to expand her offerings to the public. She has added several new revenue streams which now account for 25% of her business. Upon entering the cozy shop with pale blue walls, brides-to-be will find a whole new line of wedding accessories and a wide variety of bridal party gifts, wedding favors and bridal shower items. Dream Designs is now a full service florist and prepares fresh, exotic, custom arrangements throughout the year and especially at holidays and special events for neighborhood patrons and former wedding clients. They even offer delivery service.

Danielle sent some of her staff to an SBDC sales seminar and has implemented many of the marketing ideas she discussed with her SBDC counselor including the development of an e-newsletter, customer database, promotional materials, and an e-commerce website. She has also pursued strategic relationships with other stores in the area to cross promote her goods and services. As part of her outreach efforts, the shop recently hosted a holiday wreath decorating workshop and has plans to become even more involved with community residents and organizations in the future.

Danielle is quick to acknowledge the support she received from the SBDC and her counselor. "In addition to her professionalism and comprehensive business know-how, Jill encouraged me to believe in myself and the business and offered me the tools I needed to succeed."

"(The SBDC at UCF) encouraged me to believe in myself and the business and offered me the tools I needed to succeed."

Danielle Evans
Dream Designs Florist, Inc.