By Kevin Haas
Rock River Current
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ROCKFORD — A floral design, interior decorating and event planning shop that sprouted from a home-based business into a blooming downtown storefront is set to close after 10 years.
London Avenue Designs, 214 E. State St., plans to close Nov. 23. Owner and creative director Lori Eickhoff told customers in a heartfelt message on the company’s website that the decision was made so she could focus on her personal health after multiple hospital visits, procedures and surgeries that have dominated her life the past year.
“This has been a difficult decision. I love working with our clients, customers, and amazing staff, and I truly love downtown Rockford,” Eickhoff wrote. “London Avenue has become an extension of myself, and the thought of closing it is heavy, but I know this is the right direction. ”
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Eickhoff operated out of a basement studio starting in 2012 before she moved into the heart of downtown on Oct. 8, 2016. The shop will hold an anniversary celebration this Oct. 8.
London Avenue offers a wide variety of services that include floral design, event planning, interior design, creative consultation and wedding coordination.
“She just brought something that was so personal, and you could just tell she put so much of herself into it,” said Catie Vernon, who shopped at store Friday morning. “Lori has done an amazing job bringing her personality and taste and aesthetic to Rockford, and I think it’s a huge loss for us and the downtown community.”
Vernon and a couple friends visited the shop Friday in part to offer Eickhoff well wishes after her announcement was posted Thursday. Vernon said during the year and a half she’s lived in Rockford she has often been a customer, including having a bouquet subscription.
“A lot of the Rockford community really sees the same things I do,” Vernon said. “She just brings something so different in what she puts together.”
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The store employs seven full and part-time or seasonal workers.
“I also really love the environment that we created inside the store,” Eickhoff told the Rock River Current. “I love the way it feels and wanted to create a mini getaway or experience for people who visit and shop with us.”
Eickhoff said one of her favorite things to do over the years was the free bouquet giveaway days. The giveaway was meant to encourage pay-it-forward style acts of kindness in the city.
“We would have about 100-150 bouquets each time to give away for free to community members but we just asked that they give them away to someone else in the community for free to help spread kindness,” Eickhoff said. “It was a simple way to share love in our community.”
Eickhoff said she loved hearing the stories from people who gifted the bouquets, “and how that created a small change, even if just in one person’s life for a day.”
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on Twitter at @KevinMHaas