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Long Lasting Roses Makes Her Business Bloom - TODAY Show

NBC's Sheinelle Jones interviews Luxe Bloom founder Shelley Rosen and discusses the successes of the new company, that has built success stories with clients including the Waldorf-Astoria New York and Saks Fifth Avenue.

Tags: Luxe Bloom Shelley Rosen Today Show Roses Long lasting roses

Video Publication | Tue January 24, 2017, 08:19 PM EST

Long lasting roses make her business bloom TODAY

Shelley Rosen, Luxe Bloom feature on TODAY



Matt Lauer: I’m here with a woman and the rose, proving it's never too late to start a new career. Sheinelle Jones is here with the story on the second chapter. Sheinelle, good morning good morning to you.

Sheinelle Jones: It's easy to see how people fall into ruts with their careers but it doesn't have to be that way. You really can start again, especially when you're following your instincts. These days everything is coming up roses for Shelley Rosen, literally, as the Chicago businesswoman delves into a new career, what she calls the tipping point in life. She enthusiastically and emphatically believes it's never too late to give it a try. Hard work is nothing new to this long time marketing executive, but ten years ago, she wanted a different path.

Shelley Rosen: It was very intense and a lot of long days.

Shoneille Jones: Today, at age 55, she searches for her next chapter, her own business. This time she says she's found her niche.

Shelley Rosen: It's scary but I feel that everything that I learned in my life up to this point really prepared me to be a business owner.

Sheinelle Jones: Her company sells one product, roses, and as the saying goes, a rose by any other name is still a rose, but what’s eye-catching about this one? It lives on and on.

Shelley Rosen: It’s a real rose from Ecuador, but it does not require any water to keep its natural beauty. It comes in over 20 colors and it lasts up to 60 days.

Sheinelle Jones: In the thirty billion dollar floral industry, Rosen, with the help of her partner in Ecuador, created Luxe Bloom, and international collaboration that now graces hotels and spas like the Waldorf-Astoria Guerlain Spa.

Shelley Rosen: These roses in this boxer are actually a hundred days old. When I'm pitching a hotel, I just open the box.

Sheinelle Jones: So what's the secret to these magic roses?

Shelley Rosen: There's a secret sauce to it. The innovation is in the formula of the rose, and after we harvest and cut the rose on our farm in Ecuador, the process begins.

Sheinelle Jones: Word is getting around about these colorful roses that last for months. In fact, Rosen’s creations are gracing the windows of Saks Fifth Avenue here in New York City.

Shelley Rosen: We were selected to help install 100,000 of our roses into Saks Fifth Avenue in New York City for the top 33 fragrance companies in the world! So from the basement of my house, where I started the company, to the front window of Saks Fifth Avenue, it’s pretty exciting!

Sheinelle Jones: But the magic of her own successful business certainly didn't happen overnight. Her advice to others who are ready to start something new?

Shelley Rosen: First and foremost you have to believe in yourself. Two, you need a business plan, even if it’s just napkin math. You need to see if your idea’s going to make money. Number three, you have to surround yourself with the best people.

Sheinelle Jones: She also says to stay the course despite rough roads.

Shelley Rosen: The ability to be resilient and really passionate about your idea because you have to be willing to walk through a wall to make it happen.

Sheinelle Jones: Right now Shelley's roses are available to businesses but as her company expands, she's hoping to sell directly to consumers soon, imagining perhaps the Mother's Day roses you get could last for months. Do you want to feel them?

Group comments from the co-hosts: They feel real. They’re treated after they’re grown. They’re grown in Ecuador. They’re so perfect. They’re beautiful arrangements. They smell wonderful. It smells nice.

Sheinelle Jones: So for the spas, they love it because they don’t have to water them and constantly clip, and all of that.

Group comments from the co-hosts: It doesn’t smell unnatural. It’s the real deal.

Video Publication | Tue January 24, 2017, 08:19 PM EST

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