“We started off incredibly successful (in 2005), and it blew us away,” said West, a Kettering resident. “The first two years were just gangbusters. We had traffic flow, giftware was selling, we had a lot of weddings. ... After that, you started to see the hit from the economy, and that was our downfall.”
West said brides started doing more of their own flowers, foot traffic slowed and people bought smaller arrangements.
Ellis said it became apparent this year that the store at Stroop and Far Hills might close, as they put off their usual ordering of Christmas decorating items while taking care of weddings and parties.
West said when Kroger reopened its Stroop Road store as a Fresh Fare in 2009 with a large floral department, that also took a toll on their business.
“It’s disheartening to think that one day it will all be a one-stop-shop for things and the small businesses will be dinosaurs,” said Ellis, a Springboro resident who previously ran the My Secret Garden shop in that city. “The personal service we give to them, knowing their children’s names, may be gone. ... People like the convenience.”
Ellis said she’s looking for a job in the store display business, while West hopes to do freelance floral work, saying weddings are her passion. Both say they’ll miss Simply Floral and the loyal customers who followed them at three different stores. West said they “would have beaten themselves up” if they hadn’t opened the shop.
And until Dec. 15, they’ll still have it, selling fresh flowers daily, serving parties and events and selling inventory at clearance prices.
“This has been a wonderful experience for us,” Ellis said. “We have loved having this store.”
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