After the last few years, I’m more certain than ever everyday should be filled with some sort of fun, as well as abundance of color. Perhaps that goes doubly in Florida. But life, no matter where you live, is better when it includes these ingredients.
We can seek them out, of course. If you look, you can find ways. Ah, but so nice when it is nearly effortless. Local small businesses like The Grove, well, they it all a lot easier.
The Grove was a natural as the second I LUV Winter Park Small Business of the Month. As we approach Halloween, as our minds consider that the holidays are almost here yet again, a good, healthy dose of The Grove is certain to help us all get into the mood! As I was recently scrolling through Instagram and found myself staring at one of the coolest cardigans I’ve ever seen, covered in large, colorful hearts, this Local treasure was the obvious choice.
A Local chic go-to since 2014, it is impossible to think about The Grove without your mind immediately reflecting on the glorious color and fabulous patterns you have seen there before, thoughts of their light & bright Florida-perfect shopping environment, those huge Canary Island Date Palms which flank its façade coming and going! First located along Welbourne Avenue just off Park Avenue when they opened in 2014, in 2019 they relocated to a new stand alone building on Pennsylvania Avenue north of Hannibal Square. The space was previously a small, completely unremarkable convenience store, most would never notice driving by. Completely reimagined by Z Properties -- which has more than a casual connection to The Grove -- it is now airy and inviting. It doesn't simply invite, but beckons both passersby and its ever-growing enthusiastic Local fan base of shoppers.
While The Grove began in 2014, the ladies behind the concept all have decades of experience with some of the most well-known brands in the country. Co-owner Meredith Gardner was well known on Park Avenue before co-opening The Grove, having managed its Lilly Pulitzer store. Amanda Warren, who along with Meredith is one of the two faces most associated with daily operations, worked previously at Louis Vuitton, Lululemon and Tiffany & Co. Emily Williams, wife of Z Properties owner & UNIQUE home builder tour de force Zane Williams, not only co-owns The Grove, and new sister business Clementine just a few doors south, but last year purchased Park Avenue’s Be On Park, Park Avenue’s most chic jewelry store. Yeah, that’s a lot of Local chic cred within one small group of women!
Says Amanda of their combination of personalities and design styles, “We were able to take the best of what we saw and mix it into our own special sauce.” Speaking specifically of Clementine, the newest addition, “We always have loved entertaining, gifts and wine, so when a little jewel box of a space opened up on the next block, we took the plunge! Now we can bring our eye to your table, believing you should always work in a little whimsy, and we can show you how. We are also so excited to be a Locally-owned bridal registry. Those are special moments, and we love guiding couples to find things that they will love forever.”
They tell me the original intent of The Grove “was to bring that classic, preppy, fun and whimsical aesthetic to your closet and home. If we love a product enough, we think our customers will, too! Anything from papier mache bird sculptures to sequin joggers and party crowns, if it makes us smile, we want to share it.”
What makes The Grove that much more exceptional is that these ladies are a true marketing machine. There is literally always something in the works, an event to look forward to, in which to connect with long-time customers and introduce the shop to new ones.
“We love a Shop & Share! Philanthropy is a core part of our ethos, and we give away around 10-15% of proceeds annually. We LUV our community, and want to be a part of keeping it special.”
I asked how they might define Grove “style” and am told the thing they hear the most is “you guys find the best stuff! We can’t get enough of that. We’re all shooting texts back and forth with cute things we’ve seen or that inspire us 24/7.”
It would be difficult if not impossible for most small businesses to make the transition from Park Avenue foot traffic to a stand alone location with, okay, basically none. And that might be an understatement.
“At first we were a little scared,” the ladies confide. “This was a big move for us; and, we heard from more than one person that it was a mistake. Luckily, we love a risk, and this one paid off. Pennsylvania Avenue has been amazing. Our customers stop by multiple times a week, are able to park and run in with ease. While we miss the smiling face of Derek (infamous flirt and 'the parking guy' for Winter Park Police Department), we DO NOT miss those tickets!”
As opposed to that one-time gray convenience store few would notice when passing by, The Grove stands out in all the right ways.
“Here, we are able to stand out a little more. Plenty of times a week people pull up and say they noticed our building/pink gates/ dogs out front and wanted to know who we are. And frequently they sit and stay a while, then make us a regular stop. We’re always surprised when people say that it’s their first time in our new location. To us, it feels like we’ve been there forever. We’re very happy with our move.”
I ask if this whole color thing about color I associate with The Grove is purposeful, how others regard them. The answer seems a bit obvious. “While we have plenty of neutrals in our closets, those aren’t the pieces you go to when you want to smile. We’re committed to finding pieces that are great for work or weekend without losing your shine. Life is short, you don’t have to wear beige!”
Ever the whirlwind of activity, I ask if there is anything new in the works. “We have some exciting things in the works, but you know us… we like a big reveal! Expect some surprises in 2023!”