From a mother’s floral design talent, a family business blooms

By Melanie Schutt

Diane James’ floral design skills were in demand long before she started a business. James created artistic silk flower arrangements as a hobby, and friends began requesting her designs for their own homes. One friend suggested that James provide a floral arrangement to auction off at an upcoming fund-raising event. The item sold for $1,700, and the woman who purchased it asked for 11 more. Other attendees inquired about her services. That was James’ first inkling that her hobby had business potential. A decade later, Diane James Designs Inc. is an international enterprise.

James’ standards of quality led her to discover an underserved consumer niche. She grew up “surrounded by flowers” with a mother who loved gardens. After her family moved to Europe, she attended flower arranging classes in both Belgium and London. She continued creating fresh bouquets when she returned to the US, but also wanted floral décor with more durability. At the time, James found that silk arrangements had a poor reputation. With her design background, an artistic approach and top quality materials, she initiated a high-end market for “decorative florals.”

An opportunity with Bergdorf Goodman indicated this market’s promise. In the spring of 1997, an acquaintance was marketing vases through the store and asked James to contribute floral designs for in-store displays. The vases were top sellers, and customer feedback revealed that many shoppers were purchasing the items because of the flowers. Bergdorf Goodman asked James to create her own line. That same year, the first Diane James Designs collection was introduced, and the collection quickly sold out in two weeks.

James had more demand than she could single-handedly supply. She was handling design, production and administrative functions from a 10 x 20 foot room. To grow, she would need staff, a larger space and business advisors she could trust. Her daughter Cynthia James Matrullo came on board to help manage operations. One of her early tasks was performing an industry analysis and identifying target markets. Orders continued coming in, and Carolyn James McDonough, Cynthia’s twin, joined the team a year later.

“Small businesses learn by doing,” McDonough says. Their initial strategies and target clients changed along the way. To finance growth, they formed a relationship with a local bank that understands small-business needs. Most recently, the team developed a comprehensive plan for the future.

McDonough explains their expansion strategy as “extending the Diane James aesthetic to other home accessories.” New additions include decorative spheres and sculpted flowers.Diane James vases and signature candles will complement the existing collections. The family views their products not just as individual pieces, but as important contributions to a room’s environment and visual appeal. “We’re creating something that people connect to emotionally,” McDonough says.

Today, Matrullo and McDonough are vice presidents running the Norwalk, Connecticut-based business while James focuses on design. Diane James products are available in 32 states, Canada, Japan and England, including Fortnum & Mason in London and 39 Neiman Marcus locations.

At this level of success, James still appreciates the day-today work experience. “I’m doing something I love and working with people I love,” she says. “It doesn’t get better than that.”

Melanie Schutt is a freelance writer and marketing consultant based out of New York City.