Rachelle Démosthène came back to life through contact with flowers. On the verge of depression, six years ago she swapped her suit for pruning shears, initiating a career change that would bring her closer to her family, her community and her happiness.
The Le Pouvoir des fleurs boutique, on rue Fleury, is bustling with activity on the eve of Valentine’s Day, the most lucrative event for florists after Mother’s Day. With her face framed by large yellow glasses and an infectious smile, Rachelle notes and prepares more than a hundred bouquet orders. She is supported for the occasion, in this setting dominated by red and green, by her daughter, her husband, a friend and her sister.
“Every year, my sister comes to help me on February 13th and 14th. People at her work know that she always takes time off” on those days, rejoices the woman who claims to be the only black woman florist with a storefront in Montreal. Of Haitian origin, Rachelle quickly realized that she was a rarity in the floral industry.
“I found it surprising, since our countries are full of flowers. But in the South, people are in the flowers from morning to evening. It doesn’t have the same value as in North America. So I feel like when people came here, they didn’t think about running a flower shop. »
However, the Haitian community is among its biggest customers. Rachelle believes she brings a Caribbean touch to her designs, particularly by selecting bright colors and exotic flowers.
When you do what you love, even when it’s difficult, you hold on
Diversity is also at the heart of its business, in several forms. His shy-looking employee, Kataryna, immigrated from Ukraine a few months ago. Rachelle often hires newcomers looking for their first job. “Being the daughter of immigrants, I know that someone has to give them a chance,” she says.
In return, this openness enriches his business. Kataryna taught him how to make tightly packed bouquets of flowers, which would be fashionable in Eastern Europe. “A student from Algeria taught me the ways of doing things in her country, which I was able to combine with those here. The customers found it beautiful and different,” emphasizes the woman who is also a pastor in her church.
Rachelle believes that customers’ culture provides clues about their preferences. For example, Haitian women like roses, Quebecers appreciate greenery and Italians disapprove of carnations.
Since becoming a florist, Rachelle has felt anchored in her neighborhood. “My clients almost become members of the family, because they can come for births, children’s birthdays, weddings, deaths. It brought me closer to the people here,” she says.
Head above water
A few years ago, the daily life of this mother was completely different. “I had a love of flowers in me, but I didn’t think this field paid off. So I headed towards the company,” says the businesswoman.
While holding an important position within a multinational in the telecommunications sector, Rachelle met Daniel Claveau, then owner of Le Pouvoir des fleurs. She becomes friends with the latter, who teaches her many things about the profession of florist.
Feeling great demotivation at work and psychological distress, Rachelle took a sabbatical and trained as a florist. “From the first class, I felt like someone coming to the surface of the water,” she says. She also falls seriously ill, which causes her to question her life.
Daniel, for his part, informs him that he must sell his store. “I took my courage in both hands and jumped. I do not regret it. When you do what you love, even when it’s difficult, you hold on. The body is tired, but the heart is strong. »
Rachelle is moved when she talks about Daniel, who took her under his wing. He had insisted that it open its doors before Valentine’s Day. But it was very fast. She needed him to help her. “Daniel literally made my first Valentine’s Day. When I wanted to pay him, he told me: “No. I love you, Rachelle, you are like my daughter. Don’t pay me.” »
“A native Quebecer passed on his business to a daughter with an immigrant background,” she continues with pride.
She is also grateful to organizations that help entrepreneurs from ethnocultural diversity, such as Groupe 3737 and Audace au feminine.
When times are hard and doubt assails her, Rachelle thinks of the protea, her favorite flower. Different, imposing and inspiring, it is in his image.