In the heart of Cross Lake, Minnesota, Simply Rustic Floral sits on a bustling corner, welcoming in a steady stream of shoppers and standing as a testament to resilience, community support, and entrepreneurial spirit.
Melissa Krueger, the driving force behind this flourishing floral business, shares a story of determination and collaboration that has not only brought beauty to the community but also showcased the vital role of local organizations like the Region Five Development Commission (R5DC) and the North Central Economic Development Association (NCEDA).
Melissa's journey began amidst the dust and debris of a construction project, a side job she took on while pursuing her dream of opening a flower shop.
"I was working a remodel job and talking to a program representative with NCEDA on the phone," Melissa recalls. "She said I was perfect for the program because I was a single female with a vision. It was a huge encouragement."
The path to opening Simply Rustic Floral was anything but straightforward. Melissa's initial collateral was a modest motorcycle, a symbol of her determination. "I used my little orange Honda as collateral to get the remaining 25% needed to open my business," she explains.
The financial support from NCEDA was crucial, as was the local support of First National Bank North and its supportive banker, JP, who truly believed in Melissa's potential.
Melissa's love for flowers and connection to the community was evident before opening her shop. "I was heavily involved in the Brainerd Chamber of Commerce and became a Blue Coat, which allowed me to build immediate connections in the community," she says. "And later, when the previous flower shop in town failed, a friend casually suggested I open my own. That idea took root, and I couldn't shake it."
The pandemic, while a global crisis, presented a unique opportunity for Melissa. As more people moved to their cabins and worked from home, the demand for local services increased. "I wrote a business plan, sought guidance from local flower shop owners, and refined my numbers with the help of the Business Development Center at Central Lakes College," she explains. The support from local businesses and mentors was instrumental. "Linda Randall from Kicks on 66 and others both pushed and encouraged me to pursue my dream,” says Melissa.
Once funding was secured, Melissa’s journey continued, but with an unexpected twist. The pandemic canceled her planned floral classes, but serendipity intervened. "I received a call from Terri Preese, a retired florist with over 25 years of experience, offering to sell me supplies she had accumulated in her own shop over the years. We clicked instantly, and she became my mentor, teaching me everything she know about floral design."
Terri's mentorship and Melissa's relentless pursuit of knowledge through online courses filled the gap left by the canceled in-person classes. "Terri worked with me for the first two years, and we built a beautiful partnership," Melissa says. "She operates as an independent contractor, invoicing me for her time, which has been a perfect arrangement."
Simply Rustic Floral's success is not just a business story; it's a community story. When Melissa needed to move to a new location with better visibility, the community rallied around her. "I announced the move on Facebook, and within hours, even people I had never met showed up with trucks and trailers to help," she recalls. "We were done in two hours. The support was overwhelming and humbling."
Today, Simply Rustic Floral stands as a beacon of entrepreneurial effort in Cross Lake, a testament to Melissa's determination, the unwavering support of her community, and the critical role of local development commissions. Melissa's journey from a construction site to a flourishing flower shop is a story of dreams realized through collaboration, perseverance, and the power of local support.
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