Cheryl Denham, owner of 1800Flowers|Phoenix in Phoenix, AZ, gave a 10 minute presentation to all the attendees at the 130th Society of American Florists Convention in Marco Island FL., answering the panel question: “How I Did It.” Cheryl is proud to have recently been appointed to the SAF Retail Council and the Retail Joint Council Committee. She was asked, along with several other industry leaders, to tell her story of success and all the trials and tribulations that went along with it. She started off by talking about her life and business partner, husband Brad, and how his vision was the primary reason they are where they are today. Cheryl likes to say, “Brad is the salesman and I’m his biggest customer.”
After much research, she and Brad decided to team up with 1-800 flowers because of their strong business model and become a franchisee. Cheryl talked about starting out in the floral industry 10 years ago with no previous experience and having to learn many truths about the industry by trial and error. She talked about the importance of her family, many of whom are involved in the day-to-day running of the business, including brother-in-law Brent as Director of Operations, son, Brad Jr., Inventory Manager, daughter Tina, Retail Store Manager, and father-in-law, Bill, Front End Manager. She went on to talk about her extended family – her employees and the loyalty they’ve shown over the years. She is close with each and every one of them and has a personal connection with them. She feels that her shop is her family and she dedicates herself to that family wholeheartedly.
Lastly, Cheryl talked about the future, which appears bright for the company. With a 22,000 square foot expansion near completion, they ready themselves for the “next big thing,” namely a wholesale flower market and Fruit Bouquet.
We would like to give a big thank you to The Denham Family of 1-800-Flowers | Phoenix in Phoenix, AZ for their dedicated work.