Florist says communication is the key in business transitions

AUBURN — Communication just might be the most crucial factor in the success of a family business in transition, says an Auburn florist who helps run a business started by her grandparents.

Communication was vital to the process of turning Cosentino’s Florist into Cosentino’s Florist, LLC, says Jessica Cosentino, who co-owns the business with her father Carmen. Not only was it important that she and her father communicate, but it was also vital that they both communicate with her two brothers, Guy and Russell, who did not wish to join the family business. Keeping everyone in the loop helped make sure no one was left out and no one’s feelings were hurt, she says.

Nine years ago, Jessica Cosentino was working in Syracuse, but wasn’t especially happy with her job. “I worked for an insurance company, and I was getting a little burnt out,” she recalls. After growing up in the family florist business, Cosentino initially had been eager to get away from it. But after spending time working elsewhere, she realized that what she actually wanted was to be a part of it.

Cosentino says her parents asked her to consider coming back to Cosentino’s Florist and told her to give it two years. If she was still happy, she could turn her eye toward ownership. 

This is where communication once again comes into play, Cosentino says. She began working at Cosentino’s Florist, located at 141 Dunning Ave. in Auburn, with the thought that she was going to own the business in two years and her parents would retire. Things haven’t exactly worked out that way.

Her father isn’t ready to retire yet and, in July 2011, Cosentino’s mother Anne Marie unexpectedly died from leukemia. “Everything changes,” Jessica Cosentino says. Suddenly, she and her father needed to handle paperwork associated with Anne Marie’s passing, such as removing her from business bank accounts. “We had to change things for the business,” Cosentino says. “She’s no longer an owner.”

It was through that process that Cosentino and her father decided to form an LLC so that she and her father could share ownership of the business and make the ownership transition an easier process. The daughter currently owns 49 percent of the business while her father owns 51 percent and her two brothers are officers of the LLC. “It was the best option so we all have a say,” Jessica Cosentino notes.

Through the process, the business had guidance from Paul Goodman a CPA who operates Floral Finance Business Services in Tulsa, Oklahoma, and writes a monthly financial newsletter for Teleflora. Cosentino says Goodman was the best person to help her family with their business because he knows the industry. “Every industry is different,” she says. “We’re way different than a restaurant.” 

After working out the industry specifics, she says, the Cosentinos were then able to work with their accountant and lawyer to complete and file the appropriate paperwork.

In the years since her mother’s passing, Cosentino says the business has remained strong through its direct mail program, quality customer service, and involvement in the community. “That’s how you build a business and how you keep business,” she says.

Cosentino has been spending time learning the wedding flower business, taking over a role once filled by her mother. “I’m learning to be a wedding master,” she quips, adding that a portion of the shop is now a dedicated wedding consulting room. In addition to the shop’s main website at www.cosentinosflorist.com, the business has an additional website, www.auburnweddingflowersbycosentinosflorist.com, to showcase its wedding work and services. The heading at the top of the site says, “Weddings By Jessica.”

Wedding flowers has been a growing area of business for Cosentino’s Florist as the Finger Lakes region has increased in popularity for destination weddings at venues such as wineries, Cosentino says. That increased popularity combined with the quality of their work has tripled the number of bridal customers for 

Cosentino’s Florist over the past four years, she says.

Cosentino’s Florist has seven employees and adds five additional employees during holidays such as Christmas, Valentine’s Day, Mother’s Day, and prom season. Carmine and Phyllis Cosentino started the business in 1934, and their son Carmen and his wife Anne Marie took over the business in 1962.

AUBURN — Communication just might be the most crucial factor in the success of a family business in transition, says an Auburn florist who helps run a business started by her grandparents.

Communication was vital to the process of turning Cosentino’s Florist into Cosentino’s Florist, LLC, says Jessica Cosentino, who co-owns the business with her father Carmen. Not only was it important that she and her father communicate, but it was also vital that they both communicate with her two brothers, Guy and Russell, who did not wish to join the family business. Keeping everyone in the loop helped make sure no one was left out and no one’s feelings were hurt, she says.

Nine years ago, Jessica Cosentino was working in Syracuse, but wasn’t especially happy with her job. “I worked for an insurance company, and I was getting a little burnt out,” she recalls. After growing up in the family florist business, Cosentino initially had been eager to get away from it. But after spending time working elsewhere, she realized that what she actually wanted was to be a part of it.

Cosentino says her parents asked her to consider coming back to Cosentino’s Florist and told her to give it two years. If she was still happy, she could turn her eye toward ownership. 

This is where communication once again comes into play, Cosentino says. She began working at Cosentino’s Florist, located at 141 Dunning Ave. in Auburn, with the thought that she was going to own the business in two years and her parents would retire. Things haven’t exactly worked out that way.

Her father isn’t ready to retire yet and, in July 2011, Cosentino’s mother Anne Marie unexpectedly died from leukemia. “Everything changes,” Jessica Cosentino says. Suddenly, she and her father needed to handle paperwork associated with Anne Marie’s passing, such as removing her from business bank accounts. “We had to change things for the business,” Cosentino says. “She’s no longer an owner.”

It was through that process that Cosentino and her father decided to form an LLC so that she and her father could share ownership of the business and make the ownership transition an easier process. The daughter currently owns 49 percent of the business while her father owns 51 percent and her two brothers are officers of the LLC. “It was the best option so we all have a say,” Jessica Cosentino notes.

Through the process, the business had guidance from Paul Goodman a CPA who operates Floral Finance Business Services in Tulsa, Oklahoma, and writes a monthly financial newsletter for Teleflora. Cosentino says Goodman was the best person to help her family with their business because he knows the industry. “Every industry is different,” she says. “We’re way different than a restaurant.” 

After working out the industry specifics, she says, the Cosentinos were then able to work with their accountant and lawyer to complete and file the appropriate paperwork.

In the years since her mother’s passing, Cosentino says the business has remained strong through its direct mail program, quality customer service, and involvement in the community. “That’s how you build a business and how you keep business,” she says.

Cosentino has been spending time learning the wedding flower business, taking over a role once filled by her mother. “I’m learning to be a wedding master,” she quips, adding that a portion of the shop is now a dedicated wedding consulting room. In addition to the shop’s main website at www.cosentinosflorist.com, the business has an additional website, www.auburnweddingflowersbycosentinosflorist.com, to showcase its wedding work and services. The heading at the top of the site says, “Weddings By Jessica.”

Wedding flowers has been a growing area of business for Cosentino’s Florist as the Finger Lakes region has increased in popularity for destination weddings at venues such as wineries, Cosentino says. That increased popularity combined with the quality of their work has tripled the number of bridal customers for 

Cosentino’s Florist over the past four years, she says.

Cosentino’s Florist has seven employees and adds five additional employees during holidays such as Christmas, Valentine’s Day, Mother’s Day, and prom season. Carmine and Phyllis Cosentino started the business in 1934, and their son Carmen and his wife Anne Marie took over the business in 1962.