The Sweet Smell of Success
Avalon
Avalon is unique in the Eau Claire market and was the first shop to focus on the “European look” 13 years ago, says O’Connell. That uniqueness didn’t happen by chance—O’Connell researched shops across the country and internationally to get ideas to help differentiate its look and feel from others in the area. Avalon’s unique look is based on unique flowers—birds of paradise, bells of Ireland, Casablanca lilies. No baby’s breath or daisies here. Located on Water St.—a bar-lined street in the midst of a college town, Avalon stands out through creative merchandising—a purple exterior, flower petals and chalk designs on the sidewalk in front of the shop and, during evening hours, the Avalon name projected onto the sidewalk by a machine that was found in San Francisco.
Challenges
Avalon’s greatest challenge, says Baer, has been responding to competition that is not hesitant about attempting to copy their unique look and approach. “With three other stores opening and taking on our look it’s been hard, but you just have to keep doing what you do best,” says O’ Connell.
“What makes Avalon, ‘Avalon’ is that we have flowers out in the open [throughout the store] and we have a lot of gift lines which you can’t find anywhere else.” Staying one step ahead of the growing competition helps Avalon maintain its unique position. That’s only possible says O’Connell by being alert to ideas and trends everywhere.
Store Manager: Sandy O’Connell
Location: Eau Claire, WI
Websites: FlowersByAvalon.com
Staff: Five, including Baer.
Opened: 1996
