Christine Hall — empire coven

Age || 54

Company Name || Élan Flowers

Job Title || Founder

Years Living In New York || 33

Social Handle || @elanflowers

Company Website || Élan Flowers

What did you want to be while growing up?

A dancer and choreographer.

What’s the best piece of advice you were given when you were starting your company?

Take things one at a time — growth will come steadily as you do a great job with the opportunities you have.

How do you define success?

Happy clients - Happy team members - Happy family (maybe not in that order).

What is the most important thing you’ve learned since starting out?

Running a business is super hard. The hardest part has been navigating legal issues: rent, labor department, HR issues. I own this business with my husband and we are both artists, not administrators, but since we are a small business we need to deal with it.

What is your go-to motivational quote?

Be kind.

What made you interested in starting your company?

We bought our business. I was a dance teacher/choreographer but I got very sick, and dancing every day, especially around children, became impossible. My husband is the one with extensive experience in flowers and events. Buying a business was his idea and I was supportive. I had no idea that I would become involved as much as I have and that I would end up working full-time in this business. But the needs of the business have required both of our focus. I have been surprised by how much joy and fulfillment I have found in running the company. I have tapped into my creativity running our social media and website, as well as creating new products and becoming the voice of the business.

In 2019 our daughter started college and I decided to carve out more time for my dance. I have started teaching just one class a week and I had booked a choreography job for this summer but, sadly, due to the COVID Crisis, the show has been cancelled. It coincides with this health crisis and our business shutting down so I am back to full-time trying to save the business.

Do you have a personal motto?

Treat others as you want to be treated.

Which women inspire you?

I am inspired by Michelle Obama because of her humanity and style.

I am inspired by Dr. Jane Aronson for her tireless work on behalf of orphans. We are adoptive parents and I volunteered and also worked for her organization Worldwide Orphans Foundation. I traveled multiple times to Ethiopia, Vietnam, Bulgaria and Haiti, creating and implementing arts programs for those living in institutions. I am passionate about adoption and about serving those who don’t have families.

How do you overcome moments of self-doubt?

I pray. I also believe in having many advisors — it helps to get out of my own head. Having a business partner (my amazing husband, Patrick) also helps as you must constantly communicate.

How do you handle situations where you feel overwhelmed?

This year I have started meditating. When I am truly overwhelmed I pray and meditate. When I am too overwhelmed to even pray and meditate I dance (or at least take a walk outside) until I can settle myself to pray and meditate. I try to be patient with myself and give myself the gift of doing what I love, even if it is twirling around the kitchen. And you can fact check that with my children — I twirl and tap all the time.

What has been the most rewarding thing since starting out?

The smiles on brides faces and the occasional calls or google reviews from happy clients can really make my day. But I would say that the most rewarding thing since we bought this business is finally, this year, being able to offer health insurance for ourselves and our employees through the business.

What advice would you give to other women trying to create their own business or brand?

Get lots of input but don’t let yourself be paralyzed by too many voices. Stay organized. And join a local business community. My husband has done a great job of that and it has proven invaluable during the time of crises.

What is your creative process like?

I love to brainstorm — in messy ways. I doodle all over my notebooks and I love to bounce ideas off others on my team. I try to get outside as much as possible - I find that thoughts marinate better when I breathe fresh air and am moving. I also have found that it helps to just start writing it down - ideas will change as they develop but they will fizzle when they just bounce around in your head.

What are some of your goals moving forward for your company?

I’d like to explore shipping some of our products nationally. I would like to create more video and live content. I’d like to rebuild our team as we emerge from this crisis in a way that is more creative, more effective and more empowered than ever before.

This interview has been edited and condensed for clarity.