Rockford business hopes to bloom with new owners, new location - – Rockford’s News Leader

Rockford business hopes to bloom with new owners, new location

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A Rockford flower shop adds color to the winter season and all year-long. It's not a new name in the area, but it is in new hands.

A love for the community and an opportunity they couldn't pass up. Those are a couple reasons why Rockford natives Michelle Joley and Alison Leslie decided to buy Broadway Florist. It's been around for 85 years. Alison has family stories centered around the shop.

"One of the biggest excitements for me was now my grandma can still come in here and still get the same flowers she got years ago. 70 years ago." -she says.

Not only did the pair take over the store, they moved to a building near Alpine and East State Street.

"We go several nights without very much sleep, but to live a dream you have to work very hard at it it's not just something that can happen overnight." -Alison says.

It's been an overall positive experience since Alison and Michelle took over a few months ago. That includes one of the biggest floral holidays, Valentine's Day.

"With the move and everything, everything went as planned and it was a great day for business." -Michelle explains.

They say changing the store's location is growing on customers.

"We've had great feedback from everybody. They like the openness, the windows, it's bright in here." -Michelle says.

Alison adds, "They all walk in with a 'Wow!' and a smile and they're very excited and we've noticed their enthusiasm which has also increased our enthusiasm."

The change of owners comes with longer hours at Broadway Florist. You can stop by Monday-Friday from 7 a.m. to 6 p.m. The store is now open on weekends as well.

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