Emerald Design

Emerald Design is a floral shop located on Main Street in downtown Evansville which offers floral service for weddings and events, in-store shopping, flower delivery service, and classes.

Whitney Muncy is the current owner/operator of Emerald Design, which was started by her mother in 2004. After a 10 year career as a teacher, Whitney’s interest in floral design work grew while assisting her mother, and in 2014 she achieved a notable milestone by taking on her first official wedding client. She acquired ownership of the business that year, and has slowly and steadily expanded the business over time. For many years, Whitney focused on weddings and events, working out of her home. She rented land, grew her own flowers, and worked with local farms to provide additional variety. In 2020, the event business shrunk as many weddings were canceled, postponed, or had fewer guests. To bring in additional revenue, Whitney started offering flower deliveries, and customers loved it!

Not long after, the land partnership ended, and it forced Whitney to make another change. With a solid customer base and events picking back up, she explored the idea of opening a brick and mortar store. Knowing she would like to be downtown, she connected with the Downtown Evansville Economic Improvement District (EID), and Josh Armstrong connected her with a space for rent. She was also introduced to the Southwest Indiana Small Business Development Center (SBDC). She had some business experience, but says the advising helped her look at things she wouldn’t have otherwise, especially financial. She considers herself an artist at heart, not a business person. Whitney says for those just starting out, “the SBDC can help you see all the expenses that exist with running a business. Taxes, software subscriptions, QuickBooks, insurance, etc. all add up. The SBDC helps people understand all this before they dive in.”

Whitney met with her advisor, Doug Claybourn, to receive guidance on moving from an at-home business to a brick and mortar location. Funding was an issue, as banks were not interested in what she needed. “I had no collateral and the loan was too small,” Whitney says. Thankfully, Doug was able to recommend the City of Evansville Revolving Loan, which came alongside Whitney to bridge the gap. She never minded doing the dirty work - the painting, the cleaning, the remodeling - and thrifted items whenever possible. “It’s not for the faint of heart. It’s a lot of work,” she says.

Looking back, Whitney is thankful for the difficult circumstances which caused her to take chances, try new things, and eventually discover ways to grow. Doug says, ““Whitney epitomizes what a good entrepreneur must do to be successful, but more importantly, stay successful. Given the pandemic and other challenges that have come into the path of her business, she’s found a way to pivot and keep things going, whatever it takes.”

With the new retail location downtown, Whitney hired additional employees and discovered how much she loves working downtown. She’s had the opportunity to meet many people, customers who have become friends, and other small business owners who are very supportive. “The downtown residents are regular customers and very supportive of small business owners,” she says. “The EID is also so helpful with their events and marketing small businesses in the area.”

In March of this year, Emerald Design moved to a larger space within their building. They still offer wedding & event floral design, floral and plant delivery within 15 miles, a flower bar, pre-made arrangements, and now offer additional classes. This summer they offered several classes a month with topics ranging from floral design to terrariums to succulents.

Running the business has not come without challenges. As for any small business owner, funding can be a roadblock. By growing the business slowly, Whitney has been able to operate with minimal loans, and the City of Evansville Revolving Loan Fund was able to step in when she needed a bigger influx of cash. Whitney realizes that her store offers a luxury item, so she tries to keep things affordable for customers. She admits that she’s had to pay herself less at times and can’t always purchase the things she’d like, such as a delivery van.

Whitney is also committed to sustainable practices, which can come with challenges. Nationwide, 80% of flowers are imported from Colombia and Ecuador, but Whitney is committed to purchasing locally as much as possible. She currently orders from local farms including Lakeview Orchards, Timberview Flower Farm, and Darnell School Farm. Purchasing locally assures the quality of her products and supports other small businesses. She also refrains from using flower foam, which never decomposes, uses recyclable bags, cardboard sign holders, and peat-free products. She also offers a vase recycling program for customers.

Emerald Design currently employs five event and retail staff and one farmer. Despite the physical demands of the job, dirty tasks, and sometimes long hours, she works well with her employees and they enjoy the work. “You wouldn’t believe how many buckets we wash!” she jokes.

For others on a small business journey, Whitney recommends getting involved in networking through the Evansville Regional Economic Partnership (E-REP) and Wild Women. “Those organizations are great for building relationships with people you can talk to when you encounter challenges,” she explains.

Whitney looks to the future with confidence and a continued desire to learn and listen to what her customers want. We invite you to visit Emerald Design at 427 Main Street, Evansville or order online at emeraldevv.com.