Business is 'Blooming' at Flowers by Melanie

There was a period of six excruciating months in 2010 when Melanie Straniero worried her beloved flower shop, , would become another casualty of the economy.

"When the recession hit three years ago, the whole walk-in business that we built ourselves on kind of died off," Straniero said. "People went to their florist for everything, and suddenly that changed."

The lack of walk-in business took its toll. From July 2010 to the beginning of Jan. 2011, Straniero tried everything she could to turn a profit at 1061 Route 34 in Aberdeen, including focusing on internet business, joining networking groups, diving head first into social media and attending trade shows. In short, she reinvented her whole approach to selling floral arrangements and to marketing her company.

Those six months were a challenge and when she closed for the day on Jan. 1, 2011, Straniero recalls being frustrated that none of it seemed to be working.

"When we closed our doors on New Year's Day, we were in the dump," Straniero said. "I was doing all of this stuff. I tweaked my website, I was on social media, I was networking, and nothing was happening."

Even so, Straniero didn't give up. She opened her shop on Jan. 3 to find that her blood, sweat and Facebook status updates had finally paid off.

"The phone just didn't stop ringing. And from that January to the January that just passed, we've pulled a profit every month. And we've still been going very strong and steady," she said.

She now works with several funeral homes to provide their arrangements, has brides browse her Facebook for wedding flower ideas, and sells numerous bouquets each day online.

The confidence and resilience that kept Flowers by Melanie alive during a recession are the same personality traits that allowed Streniero to become a successful florist.

About thirty five years ago, she started volunteering her time after work at a small flower shop in Flushing, Queens. Streniero, who always loved the natural beauty of flowers, would water the flowers and clean them, just to get some hands-on experience in the male-dominated field. The owner of the small shop, called Flushing Flowers, would teach her about proper flower care and about what makes a good floral arrangement when he had time.

One day, when Flushing Flowers was extremely busy, their phone rang. Streniero took the initiative and answered it. She spoke with the caller and jotted down their order, a simple action that jump started her career.

"They were so shocked they hired me," Streniero said.

She continued to work there for about six months before moving to Pete's Flower Shop in Manhattan, a big step for someone so new to the business.

"That's all I needed. He told me I had it and I knew what I was doing. So I went right to Manhattan. I went in and told them (Pete's Flower Shop) I had two years experience, and they hired me at a high salary," Streniero said, laughing and shaking her head.

The rest is history. Fourteen years ago Streniero visited Strathmore AMC on Route 34 in Aberdeen with her family, who bowled there regularly. A shop in the same strip as the ally was empty, and she knew it was now or never.

"It was a vacuum store and he left. I looked at it and I felt really confident. I just said to my husband, you know what, if I open this as a flower shop I know what I'm doing. I can do this," Streniero recalled.

She toyed with several names for her new business, but finally settled on Flowers by Melanie. With the name came the promise that each flower and each arrangement would carry her special touch.

"We don't make cookie cutter arrangements," she said.

She's confident that once someone uses her as their florist, they will stay loyal. Streniero said her trick is customer service plus a special technique that nourishes that flowers so they last longer.

When Flowers by Melanie was featured recently in an unscientific , emails, comments and votes poured in.

"We have been going to Melanie's since she opened! She has been part of our family life and business and goes the extra mile to make every order special and with love. Her staff is amazing from her designer Beckie to Alex who delivers promptly and always with a large smile. We are always proud to recommend them," .

To this day, Streniero is still overcome with a mix of pride, excitement and happiness when she goes to work at her shop in the morning.

"When I first opened, I would say the first year, I probably cried every time I turned the key. I can't believe that I'm doing what I like and what I love," Streniero said. "When I was down, I fought back and I brought it back together. And that makes me even more excited when I turn that key. This is mine. It's a "wow" moment. I did it. We're not going to close; we're going to stay open and we're busier than we've ever been."