Florist enters cyberspace

The Journal

Thursday, December 11, 2008

More than two decades ago, a new business took root in Sandra McLellan's James Island kitchen.

Then her husband, Ted, surprised her on their 20th wedding anniversary with the keys to a small rental shop that allowed Sandra's talents to fully bloom.

Now, near the couple's 40th anniversary, and in keeping with changing times, Sandra is ready to take her florist business to the next level. Her Cheerful Expressions shop soon will vacate its 832 Folly Road site and operate solely in cyberspace.

Cheerful Expressions markets and delivers gift, gourmet and fruit baskets, floral arrangements and balloons. The shop boasts a gifts section, but that is going to be phased out as the transition to an online business takes place. The shop will remain in business on the Web (www.cheerfulexpressions.net), though its physical location near the Super Bi-Lo and Rivers Point Row will close.

"It's been a wonderful ride with many wonderful memories," Sandra said about the shop's 20 years on Folly Road.

The acreage for which Cheerful Expressions and several other nearby shops pay rent is changing hands. "This whole corner is up for sale," she said.

Sandra said she could find another location, but changing business demographics make it wiser now to operate out of a small office well-equipped with phones and the Internet. Much of her business already is conducted strictly via electronic communications, and many of her patrons never set foot in the physical shop, she said.

"We decided to go Internet," she said. "That's the way the world is turning now. Three-quarters of our business is online and by telephone. We are going to discontinue the gift shop and the retail end and go from a warehouse environment to a virtual store."

Cheerful Expressions will concentrate on its wedding- and funeral-related services. "We do a lot of beach weddings," she added.

The seeds for Cheerful Expressions were planted while Sandra was the preschool director for her church, now called New Beginnings Baptist Church. She said she frequently prepared gifts for church-related events and members, especially the ill, those hospitalized and shut-ins, and realized she had a knack, and a love, for assembling flowers and balloons.

Ted, who sells medical and surgical supplies, supported her decision to open a business, she said. She earned a degree at Burton and Burton College (www.burtonandburton.com) in Bogart, Ga., where the arts of floral and balloon arranging are taught.

When the time came to choose a name for Sandra's budding enterprise, her niece, Amy Knox, then a junior at Winthrop, came up with the best idea.

"I said, 'I've got to come up with a name,' " Sandra recalled.

She said she told others the name should reflect her cheerful nature and that she loves to express herself. "My niece said, " 'That's it: Cheerful Expressions.' "

Aided by staffers Tatum Balliet and Elinor Hamblin, the shop serves a large clientele of business and individual customers. Repeat customers keep the business going.

"It's all about service," Sandra said. "Quality work and customer service are the keys. That has been my motto."

Sandra said the business never gets stale for her because she's always trying to find new ways to express herself. What brings her the most satisfaction, she said, is providing comfort to those who have lost a loved one.

"It's a great feeling to bring comfort," she added.

Reach <strong>Edward C. Fennell</strong> at <a href="mailto:efennell@postandcourier.com">efennell@postandcourier.com</a> or 937-5560.