Today we’d like to introduce you to Beth Verseman.
Hi Beth, thanks for joining us today. To kick things off, can you tell us a bit about how you got started?
When COVID ramped up in 2020, I became nervous that I was going to be laid off, so I started working at a local nursery/florist called The Potted Plant in Cottleville. I have always been passionate about houseplants, landscape design, and potted arrangements so it was the perfect weekend job. Luckily, I wound up keeping my full-time job but still finished out the summer and fall working as many weekends as I could.
During this time, I was also planning my wedding. The nursery watering and pruning often took a backseat when I noticed one of our florists working on a unique arrangement… this exposure helped me collaborate with my wedding florist to build the perfect wedding flower plan.
The thought of only being able to admire my masterpiece of a bouquet for one day ignited a fury of research into flower preservation. I spent months taking home spent blooms from The Potted Plant to practice preserving, pressing, dehydrating, dying, designing, and setting. After hours and hours of research and practice, I fell in love with pressed frames and practical resin art.
As I fine-tuned my skills, the hobby flourished. I began preserving for family and friends. The business I received from referrals was shocking and I was quickly running out of space in our starter home. A few months after our wedding my husband and I capitalized on the 2021 housing market by selling our home and moving in with my in-laws while we built our house (Read: My new and improved studio).
I was worried about what would happen to my new passion while we were in our temporary space. Fortunately, my generous in-laws dedicated a portion of their unfinished basement to my floral preservation work, which quickly became a booming side hustle. My father-in-law was promoted to supply chain manager, gathering anywhere from 2 to 15 bouquets and countless boxes of inventory, supplies, and material off the front porch every week. My mom, sister, mother-in-law, and a family friend were employed to preserve flowers, help with packaging and keep the studio in order. My husband is excelling in the role of shipping manager.
Without the support of my family and insistent motivation from friends, my big dream would never have turned into a thriving small business.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Moving into my in-law’s space was a challenge-turned-opportunity. In order to do resin work successfully, temperature, humidity, airflow, ventilation, and other environmental and safety settings have to be precise. Manipulating the space to fit the needs of my work was definitely an obstacle. The pairing of trial and error with my in-law’s patience allowed me to optimize working conditions.
Timeless Florals outgrew the basement a few months ago, prompting me to put a lot of time and effort into strategically designing a studio in our new house. I’m growing from four folding tables and a wire rack to 36 feet of workspace and a wall of preservation storage!
Another challenge was balancing Timeless Florals with my full-time job. The preservation work really picked up when I was in my previous role. During that time, I was able to automate 99% of my administrative tasks, including responding to inquiries, social media, taking new orders, and billing and shipping notifications.
This optimization set me up for success when I began working as a technical recruiter with Enterprise Holdings about six months ago. My current role is the most rewarding, enjoyable, and enriching job I’ve ever had. I’m thankful that the programs I use to run Timeless Florals do most of the back-end work for me, so I can spend my after-hours time and creativity on production.
Appreciate you sharing that. What else should we know about what you do?
Most of my flowers come from weddings and funerals. I’ve encased bullet casings from 21 gun salutes, a hummingbird pin, photos, ultrasounds, and a toy car. I’m a big believer in functional art. Trays, ring holders, coasters, jewelry, and wine stoppers are my biggest sellers. I also offer frames, which are a good option for brides who want their entire bouquets preserved instead of just bits and pieces.
I’m most proud of the work I do for the families of first responders. My father served in the Illinois State Police for 25 years. I can’t imagine the devastation of losing a family member in the line of duty. Being able to preserve flowers for the families of fallen officers will always be a priority and come at no cost to these customers.
We love surprises, fun facts, and unexpected stories. Is there something you can share that might surprise us?
My original Instagram account/business was called Plants Off Dance Off. I changed the name early in 2021 to more accurately describe my work. The cheeky name made people smile. It was a tough decision, but the right thing to do!
Pricing:
- Ring holder, $55
- Wine stopper, $45
- Serving tray, $95
- Ornament, $21
- 4 Coasters, $64
Contact Info:
- Email: TimelessFloralsSTL@gmail.com
- Instagram: www.instagram.com/timelessflorals_stl/
- Facebook: www.facebook.com/TimelessFloralsSTL
- Other: www.etsy.com/shop/TimelessFloralsSTL
Image Credits
Water to Sky Photography LLC.
