GRAND AVENUE'S TREASURE TROVE. Four Seasons On Grand is a decades-old small business, long operated by the Goodavish family. A few years ago, in 2021, the family turned the floral and goods shop over to loyal customer Sharyn Moss. Since then, Moss has continued fostering the community-centric small business and adding her own flair.

Have you ever seen the cheerful lady watering the bright pink supertunia vista flowers that line the downtown Grand Avenue Footbridge? That’s Sharyn Moss, the owner of Four Seasons On Grand (117 W Grand Ave., Eau Claire).

During the summer, Moss spends four hours every day – weather dependent – in the West Grand Business District watering and caring for the 46 hanging flower baskets. Moss says the flowers act as an invitation to spend some time on the other side of the river from downtown and explore the hidden gems of West Grand Avenue.

Since Tommi and Brutus Goodavish turned over the 60 year old family business to Moss in 2021, she has leaned into a community centric business where you can not only spend hours in the quirky gift shop, but also create connections with the florists and front desk team.

Moss had been a longtime customer at the Four Seasons flower shop and had a great relationship with the previous owner, she said. As the Goodavish family was wrapping up their final season, they reached out to Moss, who had previously mentioned her interest in the building. 

Though Moss had no experience in florals, she took it upon herself to create a similar charm and atmosphere modeled by the Goodavish family’s tagline: “A business built on warm welcomes.”

“I’m going to treat you the same whether you buy something or you don’t buy something.” Moss said.

Customers can stroll into the shop and put together their own bouquet on the spot, with assistance from staff and Sharyn (pictured in the back with shop pup, Birdie). Order-ahead options are available too, of course, and regulars can treat themselves to florals for a deal by participating in the "Cup Holder Club."

After settling into operations, now with Moss at the helm, the team looked for ways to expand their reach into the community.

One of Four Seasons’ employees, Bryn Stewart, brought up the idea to host floral arrangement events at area retirement homes to bring residents together and learn from Four Seasons staff.

Thinking back to those moments brought Moss to tears, saying, “I think the first event that they did was really great and we got good feedback. 

“It wasn’t about the flowers. It was more about the new faces and energetic people,” she continued.

Cherylin Pax, Director of Community Relations at Heritage Senior Living, said, “Our residents and families are very pleased with the arrangements and professionalism they’ve provided to our community.”

“There’s some things that I feel like as a shop I would like to do that isn’t about lining my pocket,” Moss said.

Another program they offer is called the “Cup Holder Club.” The service offers customers to buy the first vase of flowers at $15 from the “retiring beauties” – flowers that are extras from an order or end of the week flowers that still have life to live.

Patrons, Moss said, appreciate how easily the vessels sit into a car’s cup holder – a nod to the program’s namesake. As you bring your vase back, club members can get a floral refill for $10 from either an already made arrangement or create one of their own from the back cooler.

Through this experience, customers are able to create connections with the shop and experiment with different arrangements. Moss explained that from the Cup Holder Club she has seen all walks of life come through her doors. From students to eager children, she sees the joy these flowers bring to both the customer and the shop.

“I could think of 10,000 stories that have impacted me and then obviously shifted the direction of the shop,” Moss said.

Beautiful, price-conscious blooms (and goods) can be found at Four Seasons On Grand. Sharyn, left, is bubbly and kind – traits first-time and frequent customers alike know her for. 

The next time you find yourself downtown Eau Claire, take a walk over to Four Seasons On Grand, join the cup holder club and take in the seasonal rotation of blossoming flowers while in full bloom.

Visit the Four Seasons On Grand Instagram (@fourseasonsongrand) and Facebook (@eauclaireflowers). For all inquiries on flower arrangements and store details visit their website at www.e4seasons.com.