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Behind the Desk

Name: Erika Alley

Company name: Alley’s City View Florist

Address: 2317 Broad Ave., Altoona

Telephone number: 942-3745

Website: cityviewflorist.com

Position: Manager/floral designer

Years with company: 21 years; 28 years in the floral industry

Family: Significant other of 22 years, Ron; our two rescued German shepherd furbabies: Thor and Hawk; and one rescued feline furbaby, Kitty; two sisters: Cheryl and Marcia Jr.; and my parents: Frank and Marcia Sr.

What products or services does your company provide?

We carry gift items, such as Thompson Candle Co. and African Market Baskets and a wide variety of silk and fresh floral arrangements. We provide flowers for all special occasions, including weddings and funerals.

Who are your customers?

Many of our customers are those that just need to send a floral tribute for the loss of a friend or loved one. We also have young customers that start out as a wedding order, then continue to use our services in the years that follow. We get to be there in the beginning of their life together, see them have children, celebrate anniversaries, birthdays, graduations, etc.

What is your business day like?

Our days are very unpredictable. We may leave the shop at 4 p.m. with all of the work completed for the next day, but the next morning could hold another round of orders that need to be delivered by 11 a.m. Flowers that’ve arrived from wholesalers will also need to be processed. When your parents are the owners of the business, you really don’t fall into one exact job title and have specific duties. You do it all! During the holidays, my sister and I may work around the clock to get arrangements finished for our customers. You do anything you can to make the business a success.

What is the best business advice you have received?

Treat my customers the way that I would want to be treated. I like to take the time to let my customers know exactly what they’ll be getting when they call the shop. They can get off the phone with me and know that we will take great care of their order.

What is the most important thing you’ve learned on the job?

Patience. Not every customer that walks through the doors or calls on the phone knows the flowers the way that I do. Sometimes, they need me to lead them in the right direction. Also, a grieving family that comes in may need ample time to decide exactly what they want to express their love through flowers for the loss of their loved one.

What does the future hold?

We just hope to continue to operate the business with the quality and standards that have built it up to what it is today.

What have you read lately that has influenced your business life?

I’ll sit at the shop and search the web for videos and articles on new designs. In this business, it’s constantly changing, and I have to keep up with new products and techniques. Looking back to when I started 28 years ago, I cannot believe how floral supplies, flowers and colors have evolved and expanded. I look forward to seeing what the industry is like in another 28 years.

If you want your business to be featured in the Mirror’s Behind the Desk series, call Walt Frank at 946-7467

or email wfrank@altoonamirror.com.

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