Presenting

There are not many businesses left that can trace their origins back to the 1880's, but that is precisely when Wethersfi eld, CT fl orist Gordon Bonetti fi rst started selling fl owers in the Hartford area. Always a family-owned business from the start, current owner John Tornatore and his family took over the company in 1979 and have continued the tradition while adding a few of their own over the years. Now his daughter Jennifer runs the design room with the help of granddaughters Brianna and Halei – a welcome change from the early days when John was new to the industry and trying to grow it all by himself. "From the very beginning, we have always had an interest in promoting and growing the business, Tornatore said. "Throughout the many changes the company has experienced, we have always utilized a combination of programs in order to enhance growth and engage with our customers. That has always been the avenue we have taken, and it continues to prove successful. A Friend in the Business Shortly after taking over Gordon Bonetti, John meet fl orist Art Conforti at a Young Owners Manger event in the mid 1980's. Conforti was new to the business and was working in his father's fl ower shop in Sarasota, Florida. "Art was a little naive about fl owers, but he was gung-ho about promoting and growing the business," Tornatore said. "I shared with him all the things I was working on to promote the fl ower shop and we started sharing ideas. Our friendship grew and so did the ideas we shared." The friendship proved to be fruitful for both Tornatore and Conforti as both fl orists helped each other establish their respective shops. "My business grew, his business grew, and before we knew it, we were both listed in the top 1,000 fl ower shops in the country. Then top 500, then top 250," Tornatore said. "I remember coming to Gordon Bonetti Florist when sales were less than $200,000 a year and the company was struggling to stay in business," said Tornatore. It took me two years to turn it to profi table and fi ve years to put sales over a million dollars a year. Growth is necessary to keep up with everything." Withstanding the Test of Time Many creative new ideas came out of the brainstorming sessions between Tornatore and Conforti. In fact, a few of the things they came up with decades ago are still in use today. "Community participation is a key," Tornatore said. "You must be involved with your community if you want to succeed as a local business. We try hard to think of specials and promotions that can also have a positive impact in order to help give back. For example, both Art and I used the "Helping Hands" program way back in the 1990's, and I still use parts of that today, 30 years later. Direct mail, email, coupons, discounts - all of these things help bring in new customers. Remember, we are in the business of 'dying customers,' so only with new ones, do we survive." For a small business owner like Tornatore, navigating a successful future relies heavily on the perseverance that has brought him this far – and the fl exibility to withstand the consistently changing industry. "As the business changed; FTD sold, wire services closed, tech knowledge arrived, it became more important to 'pay attention at home' to what you were doing in your shop, Tornatore said. You cannot rely on outside sources to promote your industry anymore - it really is up to you! "Today, I am in the business 52 years. At one time there were 50 plus fl ower shops in the Hartford area and today less than 10. We survive because we plan to: my shop has survived through fi ve pandemics, two World Wars, numerous "confl icts," social unrest, how many Presidents? Only by change and promotion do we continue to grow and succeed." For over 35 years Tornatore and Conforti have been friends, shared ideas, grown together, and have both run successful businesses. "It's never easy – you're always working at it and changing and reverting back to old ideas," Tornatore said. "But keep promoting, that is how you grow! Success Stories 941-313-8025 | BLOOMERANG.SOLUTIONS | ART@ BLOOMERANG.SOLUTIONS GORDON BONETTI FLORIST, WETHERSFIELD, CONN. Gordon Bonetti

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