Small Business Spotlight: Pistils & Petals, Miami Beach


Pistils & Petals

•  Location: 1060 Alton Road, Miami Beach

•  Service: Floral design and events

•  Years in business: 15

• Management team: Elizabeth Potter, president; Tony Kohler, events director; Elisa Carnevale, retail manager; Diana Gdula, sales & marketing.

• Y ear-over-year revenue growth: 2010: 20 percent; 2011: 25 percent; 2012: 30 percent; projected 2013: 50 percent to about $4 million, with greater expansion in event production and online sales.

•  Employees: 20 – 25.

•  Milestones: Expanding sales and shipping worldwide, through both word of mouth and the company’s website, and celebrating 15th anniversary. “The re-launch of our company website with an online shopping feature in 2013 was a game changer in the way we managed retail transactions, positioning the brand to a global market everywhere from Bimini and Los Angeles, to Italy and Switzerland, all the way to New Zealand,” said Elizabeth Potter, who became the company’s president a year ago.

•  Impact: In 15 years, Pistils & Petals said it has grown from a humble mom-and-pop flower market to an established floral design company composed of three growing channels — luxury retail, event design and production, and corporate subscription. The company said it fulfills an ever-expanding niche in jet-set markets.

•  Key to success: Signature style, excellence in service and enduring innovative design are the key ingredients to the brand’s longevity in the Miami market, Potter said. “It’s a rarity and fortunate attribute to have a team of longstanding veterans that have been working together in the industry for over a dozen years,” she said. “We have lead designers who have been with Pistils & Petals since the brand’s inception, and mentor the next generation to follow.”

• Strategy and next step: “The company will evolve by opening new locations in South Florida and expanding to destinations where our jet-set clientele live, work and play from New York City and the Hamptons, to Los Angeles and Chicago,” Potter said.

Ina Paiva Cordle

Small Business Spotlight highlights recent business milestones such as major contracts, mergers or acquisitions by established South Florida companies with 300 employees or fewer. To be considered, companies must be willing to discuss revenues over the past five years. Email ideas to

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