Today we’d like to introduce you to Paul Riner.
Hi Paul, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
This little side hustle of mine was meant to be a simple, artistic outlet… but it seems to have blown up! AND I DON’T MIND ONE BIT!!!
I started in flowers as a “drinkin money” job in college. I was working for a catering company, doing events and wedding and such. One weekend, we were doing a larger wedding in Northern VA, and the florist was in a panic – the cooler they rented for the event broke down and basically turned into an oven for the flowers. Everything was ruined! She was begging for anyone with floral experience to help, and I simply said “My grandmother loved flowers…” – she took me to a table, showed me how she wanted about 1000 roses to be prepared, handed me a pair of clippers, and said GO!
Years later, after a solid career as a dresser and personal assistant on Broadway, Film, and TV – I was totally burnt out on entertainment. A friend of my now husband was moving to California and was leaving a great gig with a high-end florist in NYC. I got myself set up for an interview and got the job. It was only 3 or 4 days a week, but it was doing huge lobby, office, and specialty arrangements. I often found myself in Jessica Simpson’s personal office freshening up the plants and placing the weekly floral arrangements. I stuck it out for about a year, then moved on to a proper ‘brick & mortar’ flower shop called Gramercy Park Flower Shop. I was the manager of the location at Chelsea Market – I got to run it like my own little business, and I was hooked.
About two years later, the shop owner went under, and I needed something quick. I stayed in flowers and got hired as the General Manager for BANCHET FLOWERS – one of the most exquisite, elite, and well-known floral studios in Manhattan. I learned from Banchet Jaigla herself, and for that, I’ll be forever grateful! I got to cover every last aspect of the floral industry with her and was set with a fantastic and solid base of information.
Cut to 10 years later, now in Atlanta with two kiddos and a life spent in retail and management, I needed something artistic to keep my fire burning and my heart beating! I remembered just how much I love flowers and came up with the idea for Stems On The Move. As much as I love being in a shop and doing business and beauty on the fly, I wanted to bring my ability to entertain, train and teach to others. I pulled together a group of my closest ten girlfriends back in October of 2019 and saw just how well the business idea could truly work. I now book 2 or 3 classes a month, along with running a retail website, available for delivery seven days a week!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Water is WET and HEAVY! When you buy flowers, they are already DEAD!
Get the money FIRST!
As a small business owner, everything truly falls on you! Making sure your schedule matches with product availability is key – but having the money to pay for it is also incredibly helpful.
I have only run into a customer canceling and not paying once – and it’ll never happen again. I have to buy the flowers up to 3 weeks ahead of an event/class/holiday. If I don’t get a deposit large enough to cover the materials, I am the only one to blame.
About 15-20% of all the flowers you buy are wasted. You have to factor that into your purchase, the price you charge the customer, and the quantity of flowers you THINK you’ll have by the time you get to class. It can be quite frustrating.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
When I sell a floral arrangement or teach a class, I am selling MYSELF. I am putting my artistic talents on display, both for sale and for objection. It can be very scary and is always pretty tiring. Always hoping that people like what you have created, or have felt entertained, or learned something new.
I specialize in bringing comical flare to my classes. I was trained in musical theater and been an out loud and proud gay man for the last 25 years. I generally throw care to the wind and go for the gold. I know when I’m bombing, and I know when I’ve got the room behind me. Either way, I always have a good time, and pray that my humor booked at least one more class!
I am most proud of seeing my talents and using them to the best of my ability. I have a great business acumen a sensible and realistic expectations, and know that the only person that can do me IS ME! So I get out there and hustle and see all the benefits in the end!
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
As open and honest and silly as I can be, I’m actually very guarded and super emotional and scared to fail.
I grew up in a broken and unstable home. I was generally safe, but I had to be very strong to get through it. There was constant change with regards to the men in my life. I didn’t know my real father until I was eight years old. When I was ten he picked up drinking and doing drugs again and it went downhill from there. My mom was financially and mentally dependent, and because of that, I ended up living and seeing a lot that a child just shouldn’t. I was verbally and even physically abused throughout my childhood and found solace in theater and the arts. I was always creative, so getting to use that part of my brain and talent keeps me happy!
Pricing:
- $85 per person (minimum of 8 attendees in a floral class)
- Website offerings from $75-250
- Delivery in Roswell, Alpharetta, Milton $12 flat rate
Contact Info:
- Email: stemsonthemove@gmail.com
- Website: www.StemsOnTheMove.com
- Instagram: @StemsOnTheMove
- Facebook: @StemsOnTheMove
