Weather | Sports | Forums | Comics | Classifieds | Calendar | Movies
Heliconias Are Us has added clients, a Web site and a larger truck as the exotic flower business spreads across the bay area.
By JACKIE RIPLEY, Times Staff Writer
© St. Petersburg Times, published December 28, 2001
WESTCHASE -- This time last year Marlene Etzler was buzzing around in her circa 1975 mail truck delivering exotic flowers to customers around her Westchase neighborhood. Now, the mother of two is running a thriving business with a client list that includes shops in north Tampa, south Tampa and Pinellas County.
"Business is blooming," said Etzler, who runs Heliconias Are Us with partner Scott Sedelbauer. "We grew from what we had before by, I'd say, 100 percent."
Etzler, who flies her flowers in twice a week from Costa Rica, Hawaii, Colombia and Ecuador, said her clients now include shops such as Whaley's Market on S Howard Avenue and Giancola's Market on S MacDill Avenue; beauty salons in north and south Tampa; and restaurants such as Jasmine Thai on N Dale Mabry Highway.
"They've been religious" about keeping her fresh flowers displayed, Etzler said.
Etzler, who said she spends two days a week delivering her exotic flowers throughout the Tampa Bay area, now has a Web site, has grown from the mail truck to a large truck and is now acting as a distributor as well. "I had to play it smart," she said. "That's why I went into the beauty salons and did a totally different scenario" from other similar businesses. "And persistence. There were a lot of no's."
Etzler, who, like her exotic flowers, grew up in the wilds of the South American rain forest, fell in love with the heliconia, ginger birds of paradise, anthurium and maraca that make up the exotic bouquets she sells for $20.
And even though she has moved up to a larger delivery truck, she still uses her little truck to sell flowers at Plant Stop on W Hillsborough Avenue every Tuesday.
"I didn't kiss it goodbye," Etzler said. "It was my first love."
Etzler, who hired a helper this year, said she plans to make her business partner her life partner. But finding time to put together a wedding has been a challenge.
Though still not sure of the date, Etzler is sure of the place: Key Largo, surrounded by family, friends and her beloved flowers.
Etzler can be reached at (813) 855-8946 or at www.westchaser.com/heliconiasareus.htm.