Romance Etc

What Romance Etc does

Romance Etc. is a family-owned full-service florist and gift boutique operating from a single retail storefront at 5407 E Village Rd in Long Beach, California. Founded circa 1980 by sisters Deborah and Dawna Fay, the business has operated continuously for over 45 years under family ownership, combining a brick-and-mortar showroom with an e-commerce site built on the Lightspeed platform. Headcount is reported in the 1-10 range and the company is privately held with no external capital, institutional investors, or funding rounds disclosed.

The company's primary offering is wedding and special event floral design, supported by a curated gift boutique spanning roughly ten merchandise categories: jewelry, home decor, accessories, toys and plush (including Jellycat and Charlie Bears), bath and body products, apparel, and exclusive Long Beach commemorative ornaments. Floral services include fresh daily arrangements, custom hand-tied bouquets prepared in-store while customers wait, and delivery across Long Beach and surrounding areas, with broader delivery accommodated on advance notice. Technology footprint is limited to the Lightspeed e-commerce platform and standard retail/Instagram social presence; there is no proprietary software, no AI/ML capability, and no disclosed data infrastructure.

Revenue is generated through in-store retail sales, online e-commerce transactions, professional wedding and event floral design services, and delivery fees. Pricing follows a unit-based model across product lines, ranging from approximately $8.95 for small home accessories to $358 for premium bags, with periodic promotional discounts of up to 50%. The customer base consists of individual consumers and small/private wedding and event clients within the Long Beach trade area; no enterprise contracts, anchor accounts, or institutional relationships are disclosed.

Name

Romance Etc

Legal name

Romance Etc.

Website

https://romance-etc.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Romance Etc. is a family-owned full-service florist and gift boutique in Long Beach, California, founded circa 1980 by the Fay sisters. It serves local consumers and small wedding/event clients with fresh floral arrangements, custom bouquet services, delivery, and a curated multi-category gift shop both in-store and online via Lightspeed.

Ownership category

akta.pro rank

Product category

Retail Florist and Gift Boutique

NAICS

Florists (45931), Gift, Novelty, and Souvenir Retailers (459420), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industry

Ceremony & Aisle Decor (Arches, Chuppahs, Mandaps) (HSACAOAI)

Keywords

• Full service florist
• Wedding floral design
• Gift boutique
• Fresh flower arrangements
• Event floral services

Headquarters

HQ city

North Long Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales - In-Store: Physical retail sales of flowers and gift merchandise at the Long Beach storefront during business hours (9am-6pm Mon-Sat). Walk-in customers can customize hand-tied bouquets made while they wait.
2. Online E-Commerce Sales: Online sales through the company website featuring various product categories including jewelry, accessories, home decor, bath & body products, toys, apparel, and gift items. Products are shipped to customers.
3. Wedding & Special Event Floral Design Services: Full-service wedding and special event floral design including consultation, design planning, and execution. The service develops overall style and story for events, creating unique and inspired designs from intimate to lavish productions.
4. Floral Delivery: Delivery services to Long Beach and surrounding areas. Most floral arrangements are made fresh, with delivery capabilities extending to a wider radius with advance notice.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Romance Etc is a full-service florist and gift boutique that sells fresh floral arrangements, custom hand-tied bouquets, and wedding/special event floral design services alongside a curated gift shop featuring jewelry, home decor, accessories, apparel, plush toys, bath and body products, and exclusive Long Beach ornaments. It operates from a single physical storefront in Long Beach, CA, supported by a Lightspeed-powered e-commerce site and local floral delivery.

Product overview

Romance Etc is a full service florist and gift boutique offering a unified retail experience centered around floral design services and curated gift products. The core offerings consist of wedding and event floral design services combined with an extensive gift boutique. The product portfolio includes: (1) Florist Services and Wedding & Event Floral Design as the primary service offerings; (2) ten merchandise categories including Jewelry, Home Decor (with subcategories for Candles + Home Fragrance, Kitchen & Entertaining, and Home Accessories), Accessories, Toys & Stuffies (featuring Jellycat and Charlie Bears brands), Bath + Body, Apparel, Giftable Goods, and Long Beach Ornaments. The shop is powered by Lightspeed e-commerce platform and maintains a physical retail location in Long Beach, California, operated by sisters Deborah and Dawna Fay for over 45 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Florist Services

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• BloomNation: Online marketplace that connects local florists directly with consumers. Highly comparable to Romance Etc's local florist e-commerce model and could be a growth channel.
• UrbanStems: DTC online florist known for modern, design-forward arrangements. Comparable to Romance Etc's wedding and design-focused floral offerings in the digital gifting space.
• Farmgirl Flowers: Direct-to-consumer online florist with strong branding and a curated aesthetic. Competes for online floral gifting share that Romance Etc's e-commerce channel also targets.

Broad incumbents

• The Bouqs Co. A national online florist delivering farm-direct arrangements across the U.S. Competes with Romance Etc for floral gifting share, particularly outside Romance Etc's local delivery radius.
• Edible Arrangements: Multi-unit gifting retailer offering fruit arrangements and gift boxes. Competes with Romance Etc for occasion-based gifting (birthdays, get-well, thank you).
• 1-800-Flowers.com: Large national floral and gifting retailer with a network of local florist partners. Romance Etc's local delivery provides a counterpoint to its aggregator model in the Long Beach area.
• Teleflora: National floral wire service that connects local florists to fulfill orders. Comparable to Romance Etc's florist operations and represents both a partner and a competitor for wedding/event work.
• ProFlowers: Online floral retailer offering arrangements and gifts nationwide. Comparable to Romance Etc's online floral and gift assortment, particularly for non-local customers.
• FTD (Florists' Transworld Delivery): Floral wire service with a member network of local florists. Comparable in being a florist operations partner/competitor for same-day floral delivery and gift occasions.

Regional players

• Local independent florists (Long Beach / Southern California): Other independent brick-and-mortar florists serving the Long Beach and greater Los Angeles area. Directly compete with Romance Etc for same-day delivery, walk-in, and wedding/event bookings in the same geography.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/romanceetc
• LinkedInlinkedin.com/company/romance-etc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Romance Etc