Jenny’s Floral to sell

Jenny Behlings has an exit plan. And, while she is exiting Jenny’s Floral in the not-too-distant future, she’s not abandoning her “35-year-old baby. Rather, Behlings plans to move to the “next level” of the florist world, while fading more into the background at the building that boasts her name.
“I’m not going to get out of the business, it’s just going to change,” Behlings said. “(Her husband) Tim is retiring in June, and it would be nice to be a little more fluid and just be able to go if we want to go.”
Behlings started Jenny’s Floral 35 years ago, and for the first four months of her business, operated out of the building that now houses Maria’s Mexican. At that time, she shared the space with Fancies and Frills, which was a wedding boutique.
“I paid maybe $100 a month for rent. It was puny,” Behlings recalls.
She had a tiny cooler and “the smallest sink you’ve ever seen in your life” to fill buckets. Then, in 1987, she moved the business into a building that shared a space with the former barber shop owned by Jerry Tounsley.
She operated out of that building until 2008, when it was torn down and she and her family spent a year constructing her current building on Mt. Rushmore Road. While that building was under construction she worked out of the conference room where BJ Shipp’s Edward Jones office is now located.
Prior to going into business for herself, Behlings, a Custer High School graduate, attended college at the University of Minnesota at Waseca, Minn., where she studied design and greenhouse management.
Her work experience includes stints at the former Custer Floral, the former Gary’s Flowers in Rapid City and former Neilsen’s Flowers in Brookings, all while she was in high school or college. Once she and Tim were engaged she moved back to Custer and opened her own shop. Thirty-five years later it is one of the premier floral shops in the state.
Behlings jokingly says she has been considering retirement “for 35 years,” adding that whenever she had a long-term employee she thought that person might be the one who someday takes over her business. Her two sons, Russell and Josh, had no interest in taking over the business, and neither did their wives. She never had a daughter, so maybe it’s only natural that Moore, whom she calls “the daughter she never had,” takes over.
“When Carrie started five years ago, this wasn’t her career choice initially,” Behlings said. “She was a journalist. She’s grown into this very well. She’s a good designer and she’s passionate about it.”
Behlings said she wouldn’t give the business up to just anyone, but is confident in Moore to pick up where she leaves off. Besides, she said, she “isn’t moving to Antarctica” and will be around for Moore to ask questions, bounce ideas off and even work in the shop some.
Moore said the discussion about her buying the business started about a year ago, as Behlings began to do more traveling, leaving her at the store for a week or two at a time to run things.
“I was like, ‘I made it through. I didn’t cry,’” Moore said with a laugh. “So it starts as a what if, and eventually was like, ‘I think I can do it.’”
“I want to stay in Custer, and I love helping people,” Moore said, adding that even during a sad time such as a funeral she is glad to be able to provide a bright spot with floral arrangements. “Judging by the reaction I’ve been getting, (Custer) will be supportive of me. Custer is so supportive of us.”
Moore said customers can expect the same great service they have received under Jenny’s ownership, while adding the business name will remain the same.   She does plan to relocate, however, although she said she can’t say just yet where the business will move.
The current home of Jenny’s Floral is for sale and Behlings said anyone who is interested in purchasing the building can call or email herself or Tim for details at 673-1901 or jennysfloral@goldenwest.net.
Moore said she is open to suggestions as to what the store should carry when she takes over, but said the same and more kinds of flowers can be expected, and home decor will remain a part of the store.
“For the most part, nothing too drastic will be changing,” she said.
As for Behlings, she said in retirement she will still help Moore during busy times at the store, and that she plans to be her “number one bucket washer.”
That will keep her in the floral industry, as will her service on many industry boards. She sits on the board of the Society of American Florists and American Institute of Floral Design, and said she also plans to consult and do some more teaching, which she recently got a taste for through South Dakota State University.
“I’m not going to get out of the business, it’s just going to change,” she said. “I want to go to the next level, to a certain degree.”
Behlings also serves as chairperson of the Professional Floral Communicators, which will allow her to be hired for speaking engagements regarding the industry as well.
Behlings said while she will miss the people, customers and flower recipients as she takes a step back, she won’t miss paperwork, paying bills or making floral crowns (“Not my favorite thing,” she said).
“I would love to say thank you to all my Custer friends who gave me the honor of sending their feelings through flowers for love, weddings, birthdays, get wells, anniversaries, new babies, graduations, congratulations, apologies, just because, remembering and memorials,” Behlings said. “I love you all.”