Entrepreneur MInute – Scott Jones, American Floral

The Who’s on the Move, Entrepreneur Minute is an interview in support of the impact that entrepreneurs have on our communities. In this series you will see a diverse group of entrepreneurs, including some incredible innovators from the non profit world.

We would like to thank our sponsors of this video series:

• NP Strategy
• First Community Bank

In the competitive world of floral design few businesses have built a reputation as enduring as American Floral. Serving the Columbia, South Carolina region for more than three decades, the family-owned company has grown from a humble, home-based startup into one of the Midlands’ most respected names in weddings, events, and everyday floral needs.

Founded in the early 1990s by owner Scott Jones, American Floral began in an unconventional way. After graduating from the University of South Carolina and working in Yellow Pages sales, Jones found himself disillusioned with corporate life. Despite early success – managing teams and building regional directories – he wanted something different: a business he could fully control, built on service and personal accountability.

That opportunity came unexpectedly. After purchasing 600 roses for just ten cents a stem, Jones made two phone calls to local law firms and sold 45 dozen roses almost instantly. That moment sparked a realization: there was real opportunity in flowers. He sold his previous business, parted ways with his sports car, and began building American Floral out of his home, delivering arrangements in a 1980 Lincoln Continental and working around the clock to grow the company.

From those early days of 100-hour workweeks, the business steadily expanded. About 20 years ago, American Floral moved into its current Irmo location, an old roller-skating rink that Jones transformed into a fully functioning floral shop, complete with remnants of its past, including a disco ball still marked by hockey pucks. Today, the company stands as a testament to persistence, adaptability, and a willingness to do the hard work others often avoid.

American Floral is a relationship-driven business. Roughly half of its work comes from daily floral needs – anniversaries, hospital deliveries, funerals, proms, and everyday occasions – while the other half is dedicated to weddings and large-scale events. Corporate clients and nonprofit partnerships also play a significant role, with the company frequently supporting philanthropic efforts across the region.

That commitment to both quality and community has not gone unnoticed. In 2025, American Floral was named a winner of The Knot Best of Weddings and the WeddingWire Couples’ Choice Awards—two of the most respected honors in the wedding industry. (Hot off the press – American Floral has won these awards again in 2026). These recognitions are based entirely on reviews from real couples, highlighting consistency in service, responsiveness, and overall experience. For American Floral, the awards mark the 15th consecutive year and 18th overall recognition from The Knot, along with 14 years of acknowledgment from WeddingWire.

For Jones, those accolades are meaningful—but they are not the driving force. “We are so grateful to all the couples over the years who have trusted us,” he said. “After 32 years and over 5,000 weddings, we still love what we do.”

Behind the scenes, however, the floral business is far more complex than it may appear. Flowers are perishable, and managing inventory requires both experience and calculated risk. American Floral operates on a system of “standing orders,” purchasing in bulk ahead of peak seasons like January and February, when funeral services increase significantly. During slower months, orders are scaled back to reduce waste and cost. It’s a delicate balance, one that Jones describes as a form of educated gambling, but one refined through decades of experience.

“We don’t throw a whole lot out,” he explains. “We’ve been doing it long enough that we understand the cycles.” That knowledge allows the business to maintain efficiency while still meeting customer demand, even when last-minute orders require higher-cost sourcing.

Equally important to the company’s success is its operational flexibility. By maintaining a network of part-time staff, American Floral can scale quickly for large events. This capability has enabled the team to handle massive productions such as holiday events with over 130 tables while still maintaining the same level of detail and service expected from smaller, personal orders.

Yet, for all the operational strategy and logistical complexity, Jones credits the company’s longevity to something much simpler: work ethic and reliability. His philosophy is straightforward – outwork the competition, do what you say you’re going to do, and treat people well.

In today’s marketplace, he notes, that alone can set a business apart. “People just want someone to show up and follow through,” he says. “If you care and do a good job, you can’t help but be successful.”

That mindset extends beyond the business itself. American Floral remains deeply rooted in the Columbia community, supporting charitable events and local causes whenever possible. For Jones and his family, it’s not just about selling flowers, it’s about serving people during some of life’s most meaningful moments.

As co-owner Kim Jones puts it, the philosophy is simple: “Our family serving your family.”

After more than 30 years, thousands of weddings, and countless arrangements marking life’s milestones, American Floral continues to thrive, not by chasing trends, but by staying true to its core values. In an industry defined by beauty and impermanence, that kind of consistency is what truly stands out.