PRHBRIDES GUIDE BUSINESS Spotlight
Petal Pusher Florist & Decorators A fragrant 50 years still lingers
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by Dominique Verrecchio www.petalpusherflowers.net
his year, Petal Pusher Florist & Decorators celebrates 50 years in a business they began around the same time they started their life together as a married couple. In honor of this huge milestone, owners John and JoAnn Vacca sat down with RowHome to tell us their story. After high school and drafting school, John Vacca worked as a window designer in Center City. He also
worked part time at a local flower shop in the neighborhood – a job he really enjoyed. While he and JoAnn were dating, John had the opportunity to buy a property on South Broad Street. As they began planning their new life together, they started rehabbing the old building they bought. That’s when they decided to open their own business and get married. Petal Pusher Florist & Decorators took root on Broad Street where it still flourishes today. Why flowers? Well, John enjoys a good challenge and owning your own business offers that nearly every day, especially in the floral industry, he says. From the time they opened their doors, John’s unique designs established Petal Pusher Florist & Decorators as the specialty florist in Philadelphia. “From slot machines to a hand of cards to instruments, if you think it up, John can create it using flowers,” JoAnn says. “That’s what brought in customers from all over. His works are looked at as works of art and people really appreciate his talents.” JoAnn says that just like any other industry, they have experienced numerous changes in the last 50 years. They chose to embrace those
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changes and integrate them into their business model. “Of all the advances, perhaps the most significant is the impact of online ordering,” JoAnn says. “When we first started back in the ‘70s, the focus was more face-toface and building relationships. Then with the increased use of credit cards, those relationships transformed into phone sales. From there, we began supporting national wire services like TeleFlora and their idea of creating a ‘branded’ floral product, which we can offer locally.” JoAnn says the ease of integration of these products and services with the innovative floral designs Petal Pusher offers provides more opportunities for this local business to spread its wings. “Coupled with our regional delivery partnerships, technology enables us to have greater reach, all of which is accessible with a click of the mouse. No matter how people order, we pride ourselves on never losing that personal touch.” Petal Pusher Florist & Decorators specializes in everything from custom funeral designs to elegant bridal bouquets. “They are certainly our two most cherished and favorites to create above everything that
we do here. Our funeral designs are perhaps our most noted works. Our bridal bouquets strive to capture the unique personalities of our brides. Their flower choices often hold very personal meaning for our customers and our ability to capture that in flowers makes us proud.” For John and JoAnn, their greatest inspiration is their clients. “Whether it is working with a bride for her magical day or comforting a family during a recent loss, we take pride in capturing those personal emotions through our designs to create lasting memories.” What is the secret to running a successful business for 50 years? JoAnn says there really is no secret. “Perseverance would be the key trait that any business owner should possess, but the dedication, ability to adapt and the power to focus all play key roles in building and sustaining a business,” she adds. “We live and work here every day for 50 years, building a legacy business for our family and our community. “We are a family owned and operated business that adores our community. The relationships that we developed with all of our workers, neighbors, customers and other businesses mean so much to us. They are part of our family.” The Vaccas say they are “honored and humbled” by all the love and support they have experienced over the past 50 years. And they look forward to many more years of doing business in the neighborhood they call home. “Fast forward five decades, two
| ROWHOME MAGAZINE | October / November / December 2019
children and four grandchildren,” JoAnn says. “We are still right here working together! It has been an amazing 50 years for us.” John Vacca agrees. He said his idea of starting a business years ago blossomed into something so much more than he ever imaged. Petal Pusher – the business – has served as the foundation of their home. The place where they raised two daughters – Jill and Cheryl. The place where they taught their children the importance of hard work, perseverance and determination to succeed in life. As their business and family have grown, so has their extended family, including dedicated employees who have worked side-by-side with them through the years. “Petal Pusher is a gathering place for our family and friends,” John says. “Even though we are here working, our doors have always welcomed the children of our friends and our daughters’ friends.” Today, the Vaccas welcome sons-in-law and grandchildren through those same doors. Whether they are helping out in the shop or stopping by for a water ice after school, the love has multiplied along with the years that Petal Pusher has been a mainstay on South Broad Street. “We’re a family with a generational business and we have been so blessed over the past 50 years,” John smiles. PRH Petal Pusher Florist & Decorators is a member of the Philadelphia RowHome (PRH) Business Network. gohomephilly.com