30 Years Along The River: Avalon Floral Recollects Initial Years, Celebrates Cherished Relationships
euro-inspired flower shop approaches milestone-marking year in business
Evelyn Nelson, photos by Andrea Paulseth |
Cultivating local connections and crafting blooming art, Avalon Floral in Eau Claire has grown from humble beginnings into a thriving community staple. This year, the European-inspired shop prepares to celebrate 30 years since it first opened its doors in the historic downtown Water Street district in 1995.
Sandy O’Connell, the long-time owner of Avalon Floral, first opened the space alongside Sara Baer, both of whom had prior backgrounds in floral design and horticulture.
Sara originally envisioned the shop to fill a local void: finding flowers that aligned with her personal design aesthetic. At the time, Eau Claire lacked the numerous floral shops seen today, Sandy shared.
Avalon Floral initially opened at 409 Water St., a spot many will recognize as the former Erbert and Gerbert's sandwich shop. The business moved to several other locations along Water Street, including 430 Water St. (now FIO Vintage Clothing & Decor) and 504 Water St. (now the ADC Boutique), before settling into its current home at 421 Water St. in Eau Claire.
One might wonder: why does Avalon Floral continue to choose Water Street after all these years? Sandy explained that Sara originally selected the location for its close proximity to the University of Wisconsin-Eau Claire. She envisioned a future of success and budding relationships with students and faculty over time.
Brenda Schroedel, a devoted florist at Avalon Floral, said her favorite customers are often university students making their first floral purchases.
Just as Avalon enriches its community, each class of students brings a vibrant new energy to Water Street, she added.
“It’s delightful when they come in and are buying flowers for their girlfriend for the first time or celebrating a milestone, or getting flowers for their mom before they go home — they are just so cute,” Schroedel said.
As Avalon Floral grew in popularity amongst locals and visitors alike, the shop became recognized for its “European style,” where no two bouquets — and even sculptural arrangements — were the same. Sandy and the ever-evolving team at Avalon Floral welcome an abundance of color and texture in their floral design.
"One special thing about a shop (like Avalon) is you make connections with people, and they become almost like family too. You celebrate the good times and the bad times; you can be there to help them when they lose someone."
BRENDA SCHROEDEL
FLORIST, AVALON FLORAL
Sandy shared the team also drew inspiration from physical brick-and-mortars and markets across Europe, where flowers are displayed daily along the streets for customers to easily pick up.
“When we first started, we would put flowers out on the sidewalks every day,” Sandy said. “Everything was — and is — custom-made. There’s no two (bouquets) alike.”
Through this daily pickup routine, many of Avalon Floral's clients — who were often friends and family of the owners and employees — quickly became “regulars.”
Almost daily, a number of university faculty members would visit Sandy during their lunch breaks, she remembered. They'd confide in her, sharing life updates, celebrating successes, and commiserating over difficulties.
Sandy and Brenda both consider the team and evolving client base a family, they shared. Brenda, who has worked at Avalon Floral on-and-off for over two decades, has always found her way back to Eau Claire and to her floral family.
“One special thing about a small shop (like Avalon) is you make connections with people, and they become almost like family too,” Brenda said. “You celebrate the good times and the bad times; you can be there to help them when they lose someone.”
Some of Sandy’s favorite clients — with a special mention of former UW-Eau Claire Director of Admissions and Associate Professor Emeritus, Roger Groenewold, who has since passed away — will often give Sandy creative freedom with their “daily bouquets,” trusting her expertise and vision for floral arrangements.
“(Roger) believed in me and became a very good friend,” Sandy shared, her eyes welling with tears.
Sandy and the Avalon Floral team’s creativity, resourcefulness, and continued respect for the craft has continued to guide their mission over thirty years, even amidst challenging times.
Through obstacles like the stock market crash in the late 2000s and the shop’s temporary closure during the COVID-19 pandemic just five years ago, Sandy remains grateful for the continued support of those who appreciate Avalon Floral’s creative endeavors.
As Avalon Floral looks ahead, Sandy reflects on the journey that brought them to this milestone.
“It’s been a journey, and I am not going to lie – the first years I really did sacrifice a lot,” Sandy said. “I am thankful for my family (and friends) who do understand.”
Sandy envisions the future of Avalon Floral to include more floral arrangement classes, as well as hosting baby showers and weddings within the storefront.
As the staple local flower shop continues to bloom, hopefully for another glorious 30 years, its team will continue centering its cherished relationships with clients and celebrating all that life has to offer.
Avalon Floral is located at 421 Water St. in Eau Claire; the shop is open from Monday-Friday, 9am to 3pm; and Saturdays 9am-12pm. Give the shop a call at (715) 838-8880 to purchase your own floral arrangements or stop-by in-person to celebrate this milestone!
