Tina D’Agostino Plants Some Business Roots with Blooms
For many, the pandemic was a time for introspection, for thinking about what’s important in life, for finding what makes one happy. It was that way for Tina D’Agostino, who, after landing in the corporate world following two decades of work at CityStage, decided she wanted to “pursue a career I could love again.” That pursuit led to Blooms Flower Truck and Studio, a business that brings a passion for flowers and some entrepreneurial fire together in the same mobile venture.
Tina D’Agostino says she’s always been entrepreneurial, and has long had a desire to start a venture of her own. Until very recently, though, the timing just wasn’t right.
By that she meant that she was either busy raising children and working part time, a period much earlier in her career, or working full time, as in very full time, promoting and staging events for CityStage with Springfield Performing Arts Development Corp., until 2018.
“I think that fire, and that interest, was always there,” she said. “But life did not allow me to test those waters and jump in.”
And when it did allow her to jump in and eventually launch Blooms Flower Truck and Studio, the timing could hardly be considered ideal. Indeed, she opened the doors to the truck in the middle of the pandemic, when operating any business was a stern challenge.
In some important ways, however, the pandemic inspired this entrepreneurial gambit, she said, adding that, for her (and many others) that challenging, unprecedented period brought with it time, and reason, for introspection and a focus on what’s important.
And for her, this meant finding work that … well, isn’t really work. Flowers are more of a passion, she said, and working for herself brings rewards on many different levels.
“COVID forced a lot of people to focus on what motivates them and interests them and makes them happy,” she told BusinessWest. “That’s what happened to me, anyway. That, coupled with losing some friends and some family members and realizing that life sometimes is a lot shorter than it should be, I really just wanted to focus on pursuing a career that I could love again.”
In this case, it meant taking a life-long love of flowers and gardening and coming up with something different, specifically a flower truck — a tricked-out Mercedes Sprinter van to be more precise. It’s not a delivery van, but rather a flower shop on wheels, one that she takes to various locations, like the Longmeadow Shops, to sell flowers but also to stage workshops and other programs.
She opened on Mother’s Day — one of those big days for florists — in 2021, and officially opened her studio in the Mill at Crane Pond in Westfield last November. Just over a year in, she described what’s transpired thus far as a rewarding learning experience, one that has yielded all the emotions encountered by entrepreneurs and the normal amounts of highs, lows, doubts, convictions, and nights where she could have done with more sleep.
“It’s certainly stressful figuring out where the next check is coming from and how I’m going to make the next payment on the van,” she continued. “But it’s worth it; at the end of every day, I’m glad I made this move.”
“COVID forced a lot of people to focus on what motivates them and interests them and makes them happy. That’s what happened to me, anyway. That, coupled with losing some friends and some family members and realizing that life sometimes is a lot shorter than it should be, I really just wanted to focus on pursuing a career that I could love again.”
Overall, she has perservered and put down some solid roots in a highly competitive industry. And she has her business on a track to continued growth and new opportunities, while successfully returning to where she was — a place where she loves coming to work every day.
For this issue and its focus on women in business, we talked with D’Agostino about her still relatively new venture, where she wants to take it, and how she intends to get there.
D’Agostino calls this the fourth chapter in her career. The first three included an intriguing mix of career stops, all of which in some ways helped her prepare for this latest act.
During that first chapter, she worked for a direct-mail company, a treadmill manufacturer, and an elementary school, when her children were very young. After she divorced, she needed full-time employment with benefits, and found it at CityStage, where she would climb the ladder, advancing from director of marketing to general manager to executive director, the post she was in when the city announced it was closing the nonprofit agency in 2018.
From there, she worked at Mercy Medical Center in the office of Philanthropy, and, later took a community-engagement role with Health New England just days before the pandemic arrived in Western Mass.
“I was at Health New England for four days before we were sent home to work because of COVID, so the community engagement part of that never took off,” she noted, adding that she worked at the company into January of this year as she gradually transitioned out of that phase of her career and into this one.
“I realized that, after enjoying a pretty robust career in a nonprofit in a very unique industry, the entertainment industry, it was hard to make that shift to the corporate environment,” she explained. “I think that this, coupled with COVID, promoted me to pivot to this business and become an entrepreneur. To go to a job every day sent me into a bit of a depression.”
Her chosen field, pun intended, is a hobby and passion that goes back to when she was a child.
“My grandmother had the greenest of all thumbs,” she explained. “She was a gardener and had tons of flowers outside and inside; actually, both sets of grandparents had vegetable gardens. We grew up gardening and paying attention to flowers — when I was a kid, it was big outing to go to Stanley Park and look at the roses, and we used to go to flower shows with my mom and my aunts when I was a kid, so I’ve always been around flowers.
“My father died when I was very young, and after he died, my mom went to work part time in a flower shop, so I had that exposure,” she went on. “It’s always been an interest of mine, and I’ve always arranged my own flowers.”
But making flowers a business is challenging in the current marketplace, she told BusinessWest, adding that there are still plenty of traditional flower shops in the region and supermarkets in nearly every area community with huge floral departments.
Upon surveying this scene, she decided she needed something decidedly different, and by that she meant the experience of choosing and buying flowers. And she decided that a mobile model would set Blooms apart and provide that unique experience.
“Blooms has evolved, and it’s still evolving. I’m rewriting the business plan regularly.”
“It’s kind of like a food truck, but with flowers,” she said, adding that she does pop-ups at the Longmeadow Shops and other locations such as wineries and breweries, and will also appear at events like charity golf tournaments. She has also made appearances at businesses — the Big E was one of them — that are showing appreciation to employees by giving them flowers.
Her first real challenge, and maybe the biggest in her estimation, was simply finding a van in which to operate — a difficult task when inventory is short and prices have skyrocketed.
“When I was looking last year, there were zero; there was nothing out there for a few months,” she recalled, adding that at one point she was in line to get a used model but eventually scored a new one and in less time than she anticipated.
Last November, she went next level and opened the studio at the Mill at Crane Pond in space by the loading dock that was formerly occupied by a machine shop. There, she sees some foot traffic for flowers and also conducts some workshops.
Moving forward, she is shaping and reshaping the business model and working to create enough revenue streams to see the business through the months that don’t have those busy flower days, like Mother’s Day, Valentine’s Day, Easter, and even Thanksgiving, which was more lucrative than she imagined it would be.
Such streams include everything from event planning, something she has done for years, and providing flowers for such gatherings, to an array of gifts she sells at the studio — most of which are intended for marrying couples — to work helping area residents with their home gardens.
“Blooms has evolved, and it’s still evolving,” she explained. “I’m rewriting the business plan regularly; some things have worked, and some things haven’t. The latest incarnation is to focus on as much events business as possible, and try to book as many large events, such as weddings and corporate gatherings, as possible.”
Elaborating, she said she wants to create more added value at such events by providing take-away gifts such as bouquets, or staging workshops for attendees on making arrangements, an interactive experience she calls a “Blooms bar.”
All this is part of an entrepreneurial experience that is, in many ways, what she expected. But in other ways, it’s been much more than she could have imagined.
“I knew it was going to be a lot of work, but it is a lot more work than thought it was going to be because I’m just one person,” she explained. “I have friends and family that help when I need it for larger events, but for the day to day, I’m handling all of it — managing the books, the buying, the marketing, the social media, and the delivery; it’s much more than I thought.
“I do have to remember that it’s good to put things down and put things away,” she went on. “I really have to focus on staying organized, planning my time, and budgeting my time so that it’s not completely taking over. But that’s also the blessing of being an entrepreneur, because you can make your own schedule.”
Overall, the highs and lows, up and downs, have certainly been palatable, because D’Agostino is in a place she wants to be, figuratively, but also quite literally.
“There aren’t really any bad days, but at the end of the worst day, I look next to me, and I’m delivering, or surrounded by, or working with, all this beauty, and that’s really important to me.”
George O’Brien can be reached at [email protected]