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Danielson’s Greenhouse, Floral continues to grow after 80 years

Business Spotlight

By TERRI CASTELAZ, Staff writer 9 min read

NORWAY -- Evolving with the seasons while remaining rooted in the community, Danielson's Greenhouse and Floral has become an important part of Norway's small-business landscape.

From its humble beginnings as a small greenhouse in 1946, the business has grown into a year-round destination offering floral arrangements, gardening, unique gifts and opportunities for community connection.

Now in its 80th year, owner Erica Land is building on that legacy while finding new ways to bring people together and keep the business growing.

The business hosted a special celebration in early October recognizing the anniversary milestone.

The story of Danielson's began when Bob Danielson returned home from serving in World War II and took over a wood-framed glass greenhouse on Iron Street. He and his wife, Wanda, would then relocate the business to its present site at 130 Brown St. in Norway, where they also raised their six children.

Over the years, the building itself has grown and evolved, with additions and renovations creating the unique space customers visit today.

Land said nearly every part of the building has a history of its own, with spaces repurposed as the business expanded.

"The original angle doorframe from the original shop entrance is still visible in the entry at the present store," she noted.

After Bob and Wanda Danielson retired, the business was purchased by Ron and Maryanne Milbrath, who owned and operated it for about 40 years. Under their ownership, Danielson's experienced significant growth, Land said.

Land, a former art teacher, purchased the business in September 2022.

She said came into the business somewhat unexpectedly.

"I think it's such an asset to the community and I want it to be here a lot longer," Land said.

Since that time, Land has continued building on its longstanding foundation while introducing new offerings and opportunities for the community.

Today, Danielson's operates its greenhouses and offers a full-service floral shop, an extensive selection of plants, a gift shop featuring local vendors, and space for classes and community gatherings.

"I feel like I have five businesses in one," Land said.

One of the things that makes Danielson's unique is its ability to change with the seasons. While many greenhouses operate primarily during the spring and summer, Danielson's remains open year-round.

As winter approaches, the greenhouses and floral shops transition to holiday greenery and seasonal plants.

Land sources fresh red pine boughs and mixed garland from the Upper Peninsula. Customers can purchase the greenery for their own decorating projects or have Danielson's create custom porch pots and arrangements.

The shop also makes fresh wreaths and swags on site, with custom ordering available. Poinsettias, Christmas cactuses and amaryllis bulbs add to the holiday selection.

As winter gives way to spring, the greenhouses begin filling with annuals, produce starts, Easter lilies, hydrangeas and perennials.

Hanging baskets are especially popular and typically sell out around Mother's Day, Land said.

Summer brings an assortment of annuals and perennials. When selecting garden starts, she tries to offer a combination of heirloom varieties and popular favorites.

Fall introduces a wide variety of colorful mums to the greenhouse.

In addition to seasonal plants, Danielson's maintains a large selection of houseplants.

"You can really make it a unique, quality gift by adding it to one of our ceramic pots," she said.

The property extends behind the greenhouses, where Land grows flowers that she cuts and incorporates into floral arrangements during the summer.

Maintaining a chemical-free growing environment is an important part of Danielson's approach, as well as sustainability.

Land also offers gardening classes during the winter and early spring to help people learn how to grow their own organic produce. "It's important. We are losing our bees and pollinators," she said.

Danielson's also has one greenhouse rented to a local grower who produces organic greens directly in the ground. Those greens are then sold to local grocery stores.

Land said she is open to working with other growers interested in renting greenhouse space.

While the greenhouse offers something for every season, floral design remains at the heart of Danielson's.

The full-service floral shop creates everyday arrangements and bouquets, as well as flowers for birthdays, anniversaries, prom, weddings, sympathy services and any special occasion. Delivery is available throughout the local area.

Land keeps the front cooler stocked with ready-to-go arrangements and wrapped bouquets for customers who need something on short notice.

Customers can also request a custom arrangement made with flowers in stock.

For more specialized designs, she recommends allowing two to three days' notice so the shop can order specific flowers with its next shipment.

One service Land has introduced is a flower subscription program, which has become particularly popular with men looking to surprise someone special.

Customers can sign up to have flowers prepared for birthdays, anniversaries, Valentine's Day, Mother's Day or simply an unexpected occasion. They can select a budget and decide whether arrangements will be delivered or picked up.

The subscriptions are flexible, allowing customers to make decisions about each individual arrangement rather than committing to the same flowers every time.

Some customers have even requested arrangements inspired by their wedding bouquets or featuring a favorite color.

The additional planning gives Land an opportunity to create something personal and meaningful. "It helps me help them," she said.

Danielson's is also continuing to grow its wedding and special-event floral business, with bookings already on the calendar for the coming year.

In addition to Land, she has two employees that have come on within the last year. She noted this has allowed her to

Community involvement has also become an important part for Land.

Recently, the business recognized Breast Cancer Awareness Month by awarding flowers to local women currently fighting breast cancer and survivors.

Land said 43 women were nominated in a short period of time, demonstrating the amount of support within the community.

"The love and support of the community really showed," she said.

Local health care providers, businesses and restaurants also joined the effort by donating to the special gift.

Danielson's also participated in "Petal It Forward," in October, a flower-giving initiative intended to encourage people to experience the joy of receiving fresh flowers and then share that feeling with someone else.

Land said she plans to bring the initiative back next year.

The business's gift shop showcases a unique collection of merchandise from local artists, makers, and vendors. Some of the offerings include jewelry, soaps and body care products, coffee, honey, maple syrup, wood and resin pieces, artwork, cards, photography and seasonal ornaments.

Land said the merchandise is continually changing with the seasons, and she has welcomed several new vendors this year.

Customers can also put together gift baskets featuring locally made products.

Beyond plants, flowers and gifts, Land is working to make Danielson's a place where people can gather, create and connect.

A cozy bistro seating area inside the houseplant greenhouse provides another reason to visit. Land said she wants people to feel comfortable stopping in to enjoy the space, whether they are shopping or simply looking for somewhere to sit.

"In the winter when days are so short, it's nice to come out in the greenhouse and enjoy the warm sun," she said.

The greenhouse is also becoming a gathering space for creative activities. and events

Land plans to begin to offer Thursday evening art sessions. Drawing, painting, beading, embroidery, clay and other creative activities will be among the options.

A public library area that includes books, puzzles and board games has also been created.

"Anyone is welcome to come and explore and play with no pressure," she said.

Land said her goal is to create opportunities for people to spend time together without feeling obligated to make a purchase.

"I really want to focus on community connecting events," she said. "I want this to be a place that people can come just to sit to enjoy a book or craft."

The greenhouse event space can also be rented for private gatherings, including birthday parties and bridal or baby showers, accommodating approximately 20 to 30 people. With her background in art education, Land is available to facilitate activities such as tie-dye, flower arranging and watercolor tutorials.

Danielson's will continue expanding its seasonal offerings and community events as the holiday season approaches.

This Thursday, Danielson's will have their first pop-up shop at Mully & Mo's in Iron Mountain for their "'Twas the night before Christmas."

They will offer mini-bouquets, mini-eculyptus swags, along with small and medium pine swags.

"They are super cute and a great way to move into the holiday season," she said.

She will also have order forms for custom wreaths available. "I feel that traditional style is coming back," she said.

Land will then make an appearance at Iron & Aster on Thursday, Nov. 12, for Girls Night Out event in downtown Iron Mountain. In addition to the season greenery, she will feature fresh floral wedding and special occasion work.

The business will host its Holiday Open House from 9 a.m. to 2 p.m. Nov. 21-22, featuring more than a dozen vendors, special discounts and a drawing.

"This is the same weekend as the annual Holy Spirit Craft Show. It's a perfect time to check out everything in Norway," she said.

Additional seasonal activities in December include wreath-making classes, a giant metal bow class, holiday candle-making and centerpiece workshops.

As the business looks toward its next chapter, Land hopes to continue to honor its roots and build on what previous owners established while giving people even more reasons to visit Norway.

"I'm trying to make this a cornerstone in Norway," she said. "We have such a great community with great shops and restaurants. There's some cool stuff here."

Danielson's Greenhouse & Floral can be reached by calling 906-563-9322.

For information about floral orders, upcoming events and classes, go to the Danielson's Greenhouse and Floral Facebook page or www.danielsonsfloral.com.

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Terri Castelaz can be reached at 906-774-2772, ext. 85241, or tcastelaz@ironmountaindailynews.com.

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