Florist Owner Awarded For Efforts In Retail

Tue, 09 Dec 2008

A flower shop owner from Yarm in the North East is celebrating after receiving a top retail award.

Diana Kaye Allan, owner of Diana Kaye Florist, won the Women in Retail category at the North East Woman Entrepreneur of the Year Awards 2008 for offering what judges described as a "wonderful shopping experience".

Her personal accolade adds to awards picked up by her flower business earlier in the year which saw it become the first in the North of England to be named UK Flower Shop of the Year and Interflora Flower Shop of the Year.

Diana said that despite a surge in competition from garden centres and supermarkets, turnover has been impressive, with sales boosted by the recent launch of a diverse offering which includes flower arrangements, food and hamper gifts, chocolate, champagne and wine .

She said: "With the big supermarkets, everything is shipped in on a trolley. We add value by putting that extra bit of flair into our arrangements . Customers want something that has a ‘wow’ factor and is affordable."

Diana plans to expand the business with another outlet in the North-east and by targeting the corporate events market and individuals "who want to spend £5 or £50".
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