ST.

Thursday, September 28, 2000

ST. ANSGAR, Iowa – Unbelievable. St. Ansgar has another new business filling an empty storefront on its main street.

Flowers By Val opened two weeks ago.

Matt and Val Williams, husband and wife, have brought their floral and greenhouse expertise to the Mitchell County community that boasts one of the most dynamic central business districts anywhere.

"St. Ansgar is a wonderful community," said Matt. "They have welcomed us with open arms."

The Williams immediately ingratiated themselves with customers a week ago when they held a grand opening. Each customer received a rose, and the couple gave away hundreds, so busy were they.

Both are natives of Osage, Iowa. The couple was married in 1996 and they have a daughter, Emma, 18 months old.

Since opening their Flowers By Val in Osage, they have seen the demand for their floral and greenhouse products and services grow, literally and figuratively.

Now, they expect the same to happen in St. Ansgar.

Matt brings to the family-owned business his greenhouse skills, plus business management expertise.

Val offers her estimable floral design talents.

Matt is quick to tell what makes Flowers by Val unique.

"Our flowers come from Holland," he said. "They can be delivered fresh daily. We can offer our customers the freshest and most colorful flowers around."

The couple is on the fast-track in the business world, dodging the potholes of setbacks and always looking for new opportunities to strengthen their business.

Where did their business acumen originate?

Matt’s first experience was as a paper boy. Val worked for her parents, when they owned the Cedar Valley Supper Club.

Both credit their parents with being important influences on their lives, the education they received in college, the advice of their personal banker and their own "know how."

"I went to NIACC to study small business administration to help with our business," said Val.

But the couple credit their parents with also assisting their efforts.

Val is the daughter of Cindy and the late Robert Goodale, and Matt is the son of Robert and Ann Williams.

"I learned a lot from my dad," said Val. "He was a real inspiration."

It was at the Cedar Valley Supper Club, when her parents owned the restaurant, that Val’s floral talents were discovered.

When the family took over the supper club and were redecorating, the teenager used her self-taught skills to turn old, drab silk flowers into new-looking accessories to the restaurant’s decor.

Matt said the best advice he received about going into business was, "Never give up to failure and do what you want and what you need to achieve your goals."

Val’s business lessons of life include, "Be confident in yourself and what you sell."

How can Flowers By Val miss being a success?

The Osage, Iowa business is located at 1424 Main St. (641-732-3500).

The new shop is located in the former St. Ansgar Enterprise-Journal newspaper building at 205 West Fourth St. and open Monday through Saturday, 9 a.m. to 5 p.m.

For more information, call the St. Ansgar shop at 641-736-2989 or toll-free 888-949-9199.