A Blossoming Business

Entrepreneur Catherine Conway ’14 applies “eat local ” concept to her floral company

By Colleen Carr ’14 , Associate Director of Family and Community Relations

Launched in 2023 at the historic West Side Market, Greenleaf Floral Co. is the vibrant floral venture of Catherine Conway ’14. The business offers a curated selection of seasonal blooms and ready-made bouquets that reflect both the richness of Ohio’s floral farms and Conway’s own artistic sensibilities. With a bachelor’s degree in communications and a minor in entrepreneurship from John Carroll University, Conway blends creative vision with business savvy to bring fresh, local beauty to the community she calls home.

Conway says that each morning begins with a journey— sometimes to her storage space in the West Side Market, other times out for flower pickups or deliveries.

“No day is the same,” she said.

From November through February, Greenleaf relies on dried flowers and hardy winter greenery, but Conway hopes to eventually find ways to bring in fresh blooms, even during the chilliest months. Being a sole business owner managing Greenleaf almost entirely on her own, she has carved out a distinctive niche in small-scale floral design. Her stand offers a mix of bouquets and flowers priced by the stem, perfect for both spontaneous purchases and thoughtful gifting. Customers can also pre-order custom arrangements; they can place an order, enjoy the rest of their shopping in the market, and then return to pick up a bouquet tailored just for them.

Conway’s path to floristry was anything but linear. It began unexpectedly at Urban Orchid during the height of the COVID-19 pandemic.

“I didn’t think I’d find a career out of this,” she recalled.

A role that combined front-of-house duties with behindthe-scenes office work proved to be a turning point. It introduced her to the vibrant world of local flower farming and floral design.

Her eye for recognizing opportunities and her dedication to her community grew into a business model that is grounded in local partnerships. All of her floral deliveries come from local area farms, and pre-orders—especially around holidays—help her manage the ebb and flow of the demand. She has developed a strong customer following, noting that customers often drop by to meet with her in person to

Conway credits much of her creative foundation to her years at Magnificat. She fondly remembers art classes and photography with Alecia Janosik, adding that her Magnificat art classes helped shape her aesthetic and build her design skills. However, the most important value she learned was collaboration.

“Working with others was such a big part of what I learned and how I learned at Magnificat,” she said. “This collaboration mindset is what helped me build this business.”

Conway is proof that beautiful things bloom when you stay rooted in community, creativity, and courage.

Greenleaf Floral Co. is located at stand #23 in the produce arcade of the West Side Market and is open Wednesdays, Fridays, Saturdays, and Sundays. Her floral creations can be found on Instagram @greenleaf.floralco.

Alumna Advice: Catherine Conway ’14 “Take your time. You’ll figure things out as you go, and don’t be afraid to start small.” discuss what’s in bloom, talk about designs, or just to pick up bouquets and custom orders.