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September 27, 2007

Newsmaker: Young entrepreneur blossoms in business

Cara Spilsbury

Most 22-year-olds are still wondering what to do with the rest of their lives, but Danielle Feenstra has already found her calling. In fact, she found it when she was just 11 years old and working at local greenhouses.

“I’ve just always loved flowers,” she said.

Feenstra owns Danielle’s Designs at 504 Groveland St. in Haverhill. She has been in business for about five months specializing in fresh and silk floral arrangements. As the weather cools and outdoor summer gardens begin to wilt, Feenstra’s business is picking up and the upcoming holidays are bringing in customers.

“I’m already getting orders for Christmas,” she said.

But the high holiday demand won’t scare away the young entrepreneur. In her short time in business, Feenstra has already experienced one of the biggest floral rushes of the year.

“When I first opened, it was Mother’s Day week and it was crazy,” she said.

Feenstra is quick to note that her successes in this current business venture could not have been possible without the support of her family. Her parents bought the 504 Groveland St. property when she graduated from college so she could run the shop of her dreams. She describes the newly purchased property as seemingly “almost condemned,” so she and her family got to work.

“We redid almost everything,” she said.

The building was someone’s home, so Feenstra had to get creative with decor and design. She converted one bedroom into a cooler by replacing the heating system with one that would keep the flowers chilled and fresh.

Feenstra also uses the large wrap-around porch to her advantage by decking it out in the season’s signature colors. The vibrant oranges, reds and yellows of flowers and pumpkins draw passersby to her storefront. Inside, the aroma of fresh cut flowers wafts immediately upon opening the door.

Although she adores her job, it isn’t all fun for the Haverhill native, who is up two times a week at 4 a.m. so she can go to Boston and get fresh flowers. And because she’s the owner, she must stay until the shop closes at 5 p.m., no matter what — some days can be incredibly long.

And if she gets a call after business hours when she’s still in her shop, she won’t turn anyone away.

Her favorite customers? Men who come in clueless about flowers, but wanting to do something special for the women in their lives.

She also loves her regular customers because their repeat business means she’s doing something right.

“I try to talk to people and see what their style is,” Feenstra said. “With fresh flowers, people usually want a style that’s different from theirs, but with the silk stuff, they want more of their own taste.”

In her five months in business, Feenstra is getting more silk orders than expected and is booked for many area weddings.

“I’ve booked 15 weddings and I’ve already done eight or nine,” she said. “This last one was the biggest so far, with 22 centerpieces.”

Feenstra spoke with the Gazette:

Age: 22

Birthplace: Haverhill

Education: Essex Aggie for High School, North Shore Community College for associate degree in floriculture and Gordon College for Business (about one semester away from her bachelor’s degree).

What do you like most about your job? My job is not like a job at all — I get to play with beautiful flowers all day.

What do you like least? The enormous amount of bookkeeping; It’s a lot to get use to.

Why did you choose your career path? I have been working with flowers since I was 11 years old. I worked at Henderson Farm for a couple years, then when they retired I got a job at Goudreault Farm and Greenhouse in Plaistow, N.H. I worked there for the last 10 which got me through high school and college.

Alternate career choice: I actually took middle school education classes for a semester. I thought I wanted to change my entire life path and be a middle school science teacher. I missed flowers too much.

Family? This shop wouldn’t be anything without my family. My parents and grandparents have given me more love, support and not to mention free labor, than I could have ever asked for.

Do you have pets? There is actually a cat in the shop, Olivia. But she hides in the back room. She’s shy.

Favorite sport/team: Boston Red Sox and the New England Patriots.

Favorite magazines: I love to read trade magazines. I always have a huge stack of Florist Review magazine, and Flowers & Garden magazine. They always have great ideas on how to improve your business.

Kind of music: I love all music, but if you have ever come into the shop you have experienced first hand ... I’m a sucker for country.

Favorite books: I love to read almost anything. As long as it has something for me to learn.

Favorite quote: "Love all, Trust a few, Do harm to none." — Shakespeare

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