Hydrangea Home started as a home-based business in Dawn Morman's Kings Park garage in 1995 and is now a popular Northport destination for customers looking for flower arrangements, gifts, art supplies and even selfies.
The 53-year-old mother of four started with dried flowers, a craft trend in 1995, which she says remains popular at times and now includes artificial flowers. I did. Mr. Morman sold on consignment to stores on Long Island and set up shop. etsy shop. But her next goal was to open a store in Northport, a town where she supports the arts.
Hydrangea Home opened in 2017 in a 600-square-foot store in an alley off the port city's main street and moved to its current location in 2019.
Last summer, Mallman was able to expand into an adjacent store and now has a 1,200 square foot store. She hired one full-time employee and five part-timers to accommodate the increasing flow of customers attracted to her assortment of fragrances (mostly lavender) and dried flowers and gift items. . For Moman, it's the realization of a long-term business plan that allows him to “create not just a place to shop, but an entire experience.”
At a glance
- Hydrangea Home, Northport
- does the following: An artistic lifestyle shop selling dried flowers, fragrances, decorative items, art supplies, and jewelry.
- leadership: Dawn Morman, Owner
- Annual sales: In 2023, we sold 670 arrangements ranging from $15 to $450. 1,600 stems, about $9 each. The 380 wreaths cost about $30 each. 866 bundles average $13. 1,700 candles and diffusers for $24. 1,000 pieces of jewelry, $20 each.
- employee: Six
- Established: 1995
Many of Hydrangea Home's loyal customers are local, but also come “from all over the city and island,” she said.
How would you describe your business?
I call it an artsy lifestyle shop because in addition to home decor, we have flowers, art supplies, and other tools for people to create their own. Our store is a popular destination for gifts because our customers know they can find something unique. The shop is constantly evolving to meet what I feel my customers want, but it also needs to reflect my own style and aesthetic.
Where can I get the product?
In addition to what I make, I purchase products from over 50 small businesses. Most of the items are handmade in the United States, but some items, such as lavender, are imported from France.
What is your top division?
Flowers are an important part of the business. We also sell arrangements and stems so you can make your own arrangements, wreaths, and bouquets. Home fragrances (candles and infusers) are also a strong seller. In addition to jewelry, bath and spa products such as soaps, neck wraps, eye pillows, and room sprays are also popular.
Where did you get the start-up capital?
It was personal money from the beginning. We grew it small. And since my husband does all of my display and construction, the costs there were minimal. But of course, we're always increasing our investment in the business as we grow.
What is your biggest challenge and how are you solving it?
I think I do everything myself. I started delegating and hired a bookkeeper and a full-time person. Everyone who works here is a creator, so I don't want to be a creator's manager. I want to get back to creating myself at home, so I'll continue to work, but with a little more uninterrupted time.
How do you acquire customers?
I have wonderful, loyal customers who keep coming back. A lot of that comes from my craft show days. But they also gain new customers through word of mouth. People often come here saying they were sent by a customer. Social media is probably the best way for me to market. Instagram is my number one marketing tool. You have to be careful what you post on social media and make sure you are well-informed because you will be flooded with people within an hour. Also, people like to take selfies around dried flowers and if you tag us on social media you can be entered into a prize draw.
How many hours a week do you work?
Our busiest times are the holidays, when we typically work 100 hours a week. That's over 12-14 hours a day for 7 days. Normally I'd still be working for well over 60 hours, but when I come to a place like this, it doesn't feel like work.
How did you find employees?
Everyone was a customer except my daughter, who was working and creating here when she got home from school.
What is the best thing about owning your own business?
For me, it's about creating a place where people can come and relax, and creating something that makes them happy. The shop is not only a great social gathering place, but also a place to get creative inspiration or just relax after a busy day.
Where do you think your business will be in five years?
We will continue to support small businesses and create more handcrafted art products that you won't find anywhere else.
What advice would you give to someone thinking of starting a business like this?
You have to be passionate about it because it pretty much dominates your life. A lot of people come up to me and say this is what they want to do when they retire. Usually when you retire, you want to work less, but you don't actually have less work to do. But if you love doing it, it doesn't feel like work.
