In the heart of Glendora Village proudly stands a flower shop that’s not a flower shop. At least this is the message of owner Dalel Snider. But then again, she never had a strong affinity for flowers. Or managing a business. Bouquets never graced her dreams; floral arrangements never perfumed her aspirations. Yet, today she reclines on the petals of a blooming empire; one that’s added flourishes to Super Bowl halftime shows and Rolling Stones concerts. And still, you can walk into Glendora Florist on any afternoon with five dollars burning a hole in your pocket, and walk out clutching a single one-of-a-kind rose in your hand. “We’re a flower shop that’s not a flower shop,” she grins with an innocent confidence. “Because we’re artists.”
What Sets Glendora Florist Apart From a Flower Shop
When you walk into Glendora Florist, it’s startlingly apparent that this isn’t your ordinary flower shop. For one, there are no pre-made arrangements on display. It falls into Snider’s philosophy that flowers are deeply personal and require a customized touch. Whether you’re giving a gift or simply buying flowers for yourself, the staff at Glendora Florist tailor each arrangement to suit the recipient’s personality.
Then there’s the accessibility factor. Snider keeps her phone on her at all times and open to customer queries. We can’t imagine what a flower emergency would entail, but when one happens, Snider is ready at any hour of the day. This customer-focused approach has worked in the florist’s favor as she’s watched her business grow by leaps and bounds.
A Dream Without Flowers
When Snider looks back over the 15 years that Glendora Florist has been in business, she’s most proud that such timeless beauty grew from nothing. Rather, like any seed, her bountiful garden sprouted from the ground, pushing through the dirt with an inexhaustible reach for the sky. When she initially immigrated to the United States, she had no home, no prospects, no plan. Sure, she had dreams but, as we mentioned, they didn’t include flowers or shops and certainly not flower shops. “I couldn’t tell the difference between a rose and a garden rose,” she admitted.
And for a time, a rose by any other name smelled just as sweet to Snider. She met a man, fell in love, had children… life was in full bloom. Then, as her two sons stood on the cusp of graduating high school, she received some life-changing news. “My husband was diagnosed with Alzheimer’s,” she recounts. Snider had no time to process the news. She needed a plan of support; one that would give her both the time and the means to care for her ailing husband while also raising her children. But with a global recession clearly on the horizon, Snider’s numerous attempts to find employment were in vain.
How Flowers Found Their Way Into Dalel Snider’s Dreams
“Okay, we need to think outside of the box here,” she recalls telling herself in those dark moments. “What can we do where I can provide jobs for other people, provide for my family, and be able to be with my husband at the time, and take care of him and everything? I’m like ‘Oh, easy! I’ll just create a job.’” It may sound like sarcasm, but it’s just Snider sharing a window into her almost child-like enthusiasm in the face of a challenge. With that same resolve, she took the last of the family’s savings and put it all into a chance opportunity. It just so happened a flower shop in Glendora was up for sale.
Snider and her family didn’t act as impulsively as the story indicates. They’d done research into other businesses, but no opportunity fit quite like the flower shop. Though Snider didn’t know the first thing about flowers, she was also taking on the shop’s existing staff. Thus, against the odds, Glendora Florist opened its doors on Valentine’s Day in 2008.
“We’ve grown tenfold in 15 years,” she beams. Snider is fortunate enough, or persistent enough, to recognize truth in cliché. “I lived the American dream,” she proclaims. “I believe if you want to hustle, to work, to get things done, you can do it.” And Snider has a spirit that obviously gets things done. But she also recognizes that the community of Glendora itself played a crucial role in Glendora Florist weathering the April showers.
Why Glendora Florist Needs Glendora
Snider remembers fondly that she immediately fell in love with the welcoming Glendora community. “The community here in Glendora is beyond amazing,” she raves. Not only did Glendora Florist open on Valentine’s Day, virtually missing the most important season for floral arrangements and pre-orders. They did so amidst a crippling recession. Yet, the Glendora community’s support for the local florist has helped pull them through the hard times: recessions, personal hardships, even a global pandemic.
But it’s not a one-sided relationship by any stretch of the imagination. “I like to create relationships, build long-term friendships with people in the community, and generate jobs,” Snider explains. And one need only look just beyond the Glendora Florist flower bar to meet the proof. Studio Assistant Jenna Dickey has been working for Glendora Florist since 2020. “My dad has been a customer here for… I think since they’ve opened,” Dickey remembers. “One day, he asked if they needed some more help, and I came in I think three years ago.” The customer-turned-employee enjoys seeing the fruits of her creativity in the hands of people she knows from around the community.
The Staff of Glendora Florist
At one time, Snider also counted both of her sons among the Glendora Florist staff. One has since left to train with the United States Marines, while the other continues on as the business’s Director of Operations. “My staff are miracle workers,” Snider exclaims with more gratitude than pride. As a self-proclaimed perfectionist, she’s grown accustomed to challenging them. She’s grown even more used to their exceeding her expectations.
“You’d think because of my age that I’m a mentor to them,” she continues. “But it’s the other way around.” Over the years, she’s learned from her staff the difference between a rose and a garden rose. But, more valuably, she’s learned generational lessons that have helped her flower into the person she was always meant to be.
“I grew up in a generation where you did as you were told,” she clarifies. “You’re not supposed to ask any questions. You had to always be on time. There were no excuses. And, if you got sick, no matter what, you had to show up for an interview, for a presentation, whatever it was.” She credits her younger staff with teaching her the importance of self care. Or, as she puts it, “Strong Care”: a type of self care that requires an individual to overcome years of deep social programming to determine what’s best for them, even if it’s out of their comfort zone. Now, Snider recognizes that it’s healthy to ask questions, to speak up, and to value her own well-being. But in the times when her personal needs clash with her determination, she still occasionally struggles.
Everything Comes Back to Glendora
But Snider’s determination has also paid off in big ways. Most of this is obvious through her Los Angeles Floral Couture; a division of Glendora Florist devoted to special events. Through Los Angeles Floral Couture, Snider’s flowers have wreathed Dodgers Stadium, beautified Super Bowl halftime shows, and even accentuated The Rolling Stones’ stage. She’s eying the Oscars next. And while her blooms have jetsetted with features across the country and even the world, she always comes back to Glendora. “I want to let the world know how great Glendora is,” she smiles. “It’s not a small town. It’s a big town with big people and big hearts.”
And the Glendora spirit has found a kindred soul in Snider. She doesn’t like to regard Glendora Florist as a business. Rather, in her mind it’s a turnkey family for anyone who chooses to open their door. Snider almost tears up when recalling a story of a bride who used Glendora Florist for her wedding. That same bride later came in, expecting her first child. She named her daughter Dalel in honor of the florist. Snider still marvels at the power of flowers; bringing their subtle comfort in times of deep grief, enhancing revelry, even daring to physically represent love… and often succeeding.
A Flower Shop That’s Not a Flower Shop
Though the people of Glendora have been immensely supportive of their local florist, the 15-year path hasn’t always been an easy one. But Snider acknowledges that she and her team have found learning experiences in every misstep.It’s further strengthened Glendora Florist into the fearless flower shop it is today. “This is a flower shop that’s not a flower shop,” Snider repeats before elaborating. “It’s a fashion statement. It is a place where you get to dress up, wear nice shoes, do all that, but translate that into the flowers, into everything that you do, into your customer service, into your relationships with your employees and everything. If you have that mind set, nothing is going to stop you. And I’m unstoppable.”
