Dreams In Bloom

Jesse Diekhoff fulfills a longtime ambition with East Side flower boutique

Flowers and plants have been a part of Jesse Diekhoff ’s life for as long as she can remember. Her father runs Phil’s Tree Service in Newburgh, Indiana, and she started working for Colonial Classics, also in Newburgh, when she was 15.

“Flowers bring light, color, and joy into people’s lives, even when they least expect it. Something as small as the gift of a flower can change someone’s day,” Diekhoff says.

After a decade with the garden center, she is branching out with her own storefront, Jesse Jeanne’s Flower Boutique. The idea took shape in 2020 through her floral preservation side hustle, Jesse Jeanne’s Flowers. Diekhoff dries petals from special events and significant occasions – funerals, weddings, baby showers, to name a few – and frames them or encases them in resin to create a long-lasting memento.

At first, she worked out of her apartment’s spare bedroom, but the venture quickly grew as word spread about her services. When she and her husband, Andrew, moved into a house, the business claimed the basement, but that only proved it required more space.

An opportunity “fell into my lap at the right time,” she says, when her husband’s friend had a retail space for rent near the intersection of South Green River Road and Washington Avenue. In considering opening her own storefront, Diekhoff determined it was not feasible to continue working full- time at Colonial and grow her business. Leaving her longtime job was bittersweet.

“It was hard for me and everyone (at Colonial), but I knew I wanted to venture out on my own,” she reflects.

Jesse Jeanne’s Flower Boutique needed upgrading. Diekhoff “completely redid all of it,” replacing moldy walls plus the floors, electrical, and lighting with help from friends and family. The shop is painted in shades of pink and green, and the store’s logo is Diek- hoff ’s and her year-old daughter Sammie’s birth flower – lily of the valley – and tulips.

Her shop will offer floral arrangements and seasonal planters, sourcing products from local growers and wholesalers, as well as out-of-state vendors. Shoppers can sign up for a fresh flower subscription and pick up baked goods and cookies from Saige’s Baking Creations. For now, Diekhoff will rely on family members to help keep the place running, though she plans to hire staff. She also plans to eventually teach classes out of her new space.

“It’s been very nerve-wracking, very exciting. A mix of all kinds of feelings,” Diekhoff says.

Previous article
Next article

Related Articles

Latest Articles