Pam’s Flower Garden finds the perfect mix
 With over 6,200 square feet of selling space, Pam’s Flower Garden in Kingston, Ont., is one of the biggest shops located along the Toronto-to-Montreal corridor. Located in a small city of just over 117,000 people, the shop size rivals that of any florist located in Ontario’s biggest cities.
Pam and Jeff de Ruiter are the brother and sister team behind Pam’s Flower Garden.
The florist was first opened in 1962 by their parents, John and Mary de Ruiter, who named the shop after daughter Pam. Forty-six years later Pam’s Flower Garden is still a family affair. Both Pam and Jeff’s spouses work at the shop and their mother, Mary, spends three or four days a week helping out. The florist also has 16 employees on hand, eight of which are full-time designers.
At a Glance
Company Name:
Pam’s Flower Garden
Location:
Kingston, Ont.
Size: 6,200 square feet
Owners:
Pam & Jeff de Ruiter
Years in Service: 45
Website: www.pamsflowers.com
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Just by looking at the Pam’s storefront, it’s easy to see how the florist has become such a success. Seven years ago, Pam’s Flower Garden underwent a huge renovation to give the business a facelift. The new eye-catching Victorian-styled storefront is warm and inviting and beckons passersby to pop in for a look. Inside, the store uses an open concept that allows customers to peruse the shop. The displays on the floor change weekly to keep things fresh. The designer benches are also out front so customers can watch the designers in action and ask questions. “It’s completely open,” says Pam de Ruiter. “There’s no walls, no glass, it’s totally interactive. Customers have access to everything that we have access to.”
Pam’s Flower Garden attracts what de Ruiter calls a “split clientele” – a mix of older and younger customers. De Ruiter says they usually get requests for either “something fairly modern and funky or something traditional.” One of the biggest sellers at the shop is the hand-tied vase arrangement. “Younger people tend to go more for the hand-tied bouquets but the older clientele tends to go for what gives them more bang for their buck.”
To cater to the wide range of customers, de Ruiter says “we really look to keep things changing – we are always changing our designs.” The staff is constantly reading up on design magazines and brainstorming to come up with new ideas. A few of the staff members are accredited designers and de Ruiter says that education – through courses, or life experiences – is ongoing. “Our staff is always willing to try something new.”
When it comes to product mix, fresh flowers and exotic tropicals make up the majority of the inventory. The florist also has a huge gourmet food section full of fruits, chocolates, cookies and cheeses, which attracts a lot of business during the holidays. Because the shop is located on Ontario’s busy Highway 401 between Montreal and Toronto, the shop is well serviced by local wholesalers and has no problem getting supplies.
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| Co-owner Pam de Ruiter (right) with senior designer Debbie Davis (left) at the 2008 bridal show in Kingston. |
One of the big strengths of Pam’s Flower Garden is the emphasis that the shop puts on customer service. “No matter who walks in, we always try to greet them.” When the customer makes a purchase, a staff member always offers to carry the arrangement to their car. De Ruiter says this added service is always appreciated, by both the old and young.
Service is extremely important with the florist’s event work. Weddings make up a large part of the business. “We do a lot of weddings where we do the whole room. We basically supply everything but the tent.” The shop features a private area for consultations where they can meet with the bride to discuss what she wants. They have wedding rentals available as well.
Funeral work is also something that can be customized at Pam’s Flower Garden. “We try to encourage putting the person’s passion into the piece,” says de Ruiter. She describes one funeral they did for a man who had been a Harley-Davidson fan. The casket spray was done up in black and orange and featured a motorcycle theme. Other examples she cited were designs done on driftwood for a hunter or incorporating lures into arrangements for a fisherman. De Ruiter says creating a personalized piece gives the family something to talk about at the funeral and helps them remember the
deceased.
Reflecting back on the history of Pam’s Flower Garden, de Ruiter says that service has been the one thing that’s kept customers coming back for more. “What’s worked for us is strong work ethic, consistency and customer service – you need to focus on these.” She finishes by saying that it’s also important to keep your customers guessing: “it’s important to present yourself to the public in a new way all the time.”
Want to take a closer look at our May profile of Pam’s Flower Garden in
Kingston, Ont? See this web exclusive for more pictures from in and around the shop.
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