Owners Liz Schutz and Theresa Frinzi talk about their business.
How long have you been in business?
We’ve been in the floral industry for over 40 years.
How did you get started in this line of business?
First of all, Liz and I are really twins. We were very active in high school clubs/organizations. The owner at Seasons 4 in New Berlin offered us a job. She knew of us for coming in the shop for different occasions. She was a twin and had hired a driver who was a twin. It was just easier to train two people at once.
What changes have you seen over the years open?
Trends have changed in design, color palette, etc and then they come back full circle. Who would have though cascade bridal bouquets would be back? They are!
How many locations have you worked at?Seasons 4 in New Berlin, Monet in LaCrosse, Guenther in Onalaska and Twins Flowers currently.
What do you most Love about your Industry?
Every day is different. Working with beautiful flowers is a joy. We both love the seasons changing and setting up new displays. We get to see a change in seasons sooner. We bring in new giftware for each season. The coolers have seasonal and all occasion fresh arrangements. We keep our coolers full of a variety.
We love our great customers. New people drive past maybe for years, and we greet them saying, “ We have been waiting for you.” It’s a perk of the business for us, getting to know our customers.
What are some of the common myths you come across in your business?
Working in a flowershop is not just putting flowers in a vase. It’s more than that! Washing buckets, cleaning flowers, watering plants, answering phones, greeting customers and helping them with their floral and gift needs, arrange flowers, have order ready so our driver can deliver on time, take garbage out. We all wear many hats!!
What message would you most like to share with people?
Believe in yourself and you can do it. Always look forward. We did not have a formal education or college degree in floral design, yet we run this wonderful business. We took a leap and haven’t looked back.
What would you like people to know about your business?
We look small on the outside, but we are big on the inside. We are a full-service flower shop. We are well stocked with a variety of giftware and home decor. Candles, books, jewelry, linens, wall art, seasonal decorations, yard art, even some foodies. We have a “She Shed” in the back yard and our Merry Cottage holds treasures that are available at reduced prices.
What is the biggest compliment customers give you?
Our customers keep coming back and refer their friends and family. We are not big on tooting on our own horn, so our customers really help us grow our business.
What are you most proud of?
We are proud to give back to the community and organizations we grew up with and love. Participating in State Fair, the Christmas Fantasy House, raising money and awareness for ovarian cancer and supporting the New Berlin food pantry.
How many employees/Family work with you?
We have 10 part-time employees, 3 drivers and we add more at peak times. We are fortunate to have friends, family, past employees and even customers that have pitched in when needed. Liz and I work full-time and our husbands pitch in with lawn care, maintenance, technical service and even floor washing.
What are you most grateful for?
Our awesome team, our loyal customers and being able to do work we love
Who/what can you credit your success?
Our grandparents and parents who taught us the value of hard works. Also, our customers who believe in us and trust us with their floral needs.
What are some of the upcoming events you will be holding?Fall Artisan/Craft Fair October 14th , 9am to 3pm. Incredible Fall selection indoors along with Local artisans fill our yard with talent. Our Christmas Open House November 17th, 9am to 5:3pm November 18 9am to 4pm.
What is your favorite time of the year?
Fall is our favorite season. Then, after Christmas is put away, We like when all the spring colors come out in January. Our bulb gardens come from a local greenhouse at that time.
As business partners, how do you divide up the many responsibilities?
Liz works in the back room doing flowers and organizes the drivers. Theresa takes care of the giftware, the She Shed, Merry Cottage and yard design. It is good having two of us as there is always much to do.
Twins Flowers Gifts & Decor
14170 West National Ave, New Berlin, WI
Open Mon.-Fri., 9-5:30; Sat., 9am-2
Call for Holiday Hours!
This article is from the Wisconsin Country Life Fall 2023 Issue