Allegra Murray grew up in Smithtown, New York, and expressed her passion for the arts through studies in opera, musical theater, and dance. She received a Bachelor of Music from Manhattan School of Music, majoring in Classical Vocal Performance. After graduation, Allegra changed her career trajectory and moved to Boston. She attended Boston University, achieving a Master of Science in Arts Administration and a Graduate Certificate in Fundraising Management, while simultaneously working in the development department of an orchestra.
In 2015, Allegra transitioned to a career in the financial services industry and opened The Petal Peddler’s Shop in early 2017, with a workshop in Milton, Massachusetts. She enjoys spending time with her husband and 5-year-old son, volunteering in her community, and reading.
We talked to Allegra about how she made her entrepreneurial dream a reality...
What is your mission statement and overall goal for your business?
The Petal Peddler’s Shop specializes in handcrafting gorgeous flowers from unique papers. Clients are able to select from The Shop’s inventory, including book pages, sheet music, and maps, or provide their own paper to be transformed into timeless keepsakes. My goal is to give clients a new way to preserve the beauty of their memories and cherish them every day.
How did you get your idea or concept for your business?
During my free time, I volunteer with several local nonprofits, including the Milton Cultural Council, Forbes House Museum, and the Friends of the Milton Public Library. In Fall 2017, I helped organize a Jane Austen Tea at the library and created book page roses as centerpieces. The roses were so well received that I expanded the concept into a business. One year later, The Petal Peddler’s Shop continues to grow and now offers ornaments, jewelry, home decor, bridal florals, and gift bouquets.
How do you use social media for growth?
The diverse types of paper I use appeal to different people with a wide variety of interests. The audience for a sheet music bouquet may be different than those who appreciate the creations made from book pages. Through social media, I can reach new and existing clients from across the globe by changing a hashtag or a photo. It also provides me with a platform to expand my network and discover new opportunities for growth.
Where do you find inspiration to stay motivated?
Every order I create holds a special meaning for the recipient. Whether it’s a necklace created from a crossword puzzle completed by a client’s father, a bridal bouquet handcrafted from the pages of a favorite book, or roses made from Massachusetts maps for a new resident, each order has sentimental importance. Knowing that my flowers will be a treasured keepsake motivates me to create something uniquely beautiful.