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Cash mob showers support on local flower shop
By Charlene Counsellor
Special to the New Town Press
-- When Dena DiBenardo opened Flowers by Dena in Swedesboro, she knew her
creativity and love for all things floral would brighten people’s days.
She didn’t expect to receive the same in return from fellow entrepreneurs.
On Jan. 29, the Greater Swedesboro Business Association (GSBA),
accompanied by members of the Gloucester County Chamber of Commerce (GCCC),
held its first cash mob. Flowers by Dena was the first surprise recipient.
“I felt a little shocked initially—in a good way—at the willingness of
people to help me out,” DiBenardo said
After meeting in a local parking lot, an army of supporters walked to
Flowers by Dena and filled the quaint shop to its brim. The cash mob’s
goal, to have each attendee spend at least $10 to boost sales at a local
business, was more than met. “The cash mob brought in double what I’d
normally make on a quiet Tuesday,” DiBenardo remarked.
A large group recently attended a cash
mob held at Flowers by Dena in Swedesboro. The Greater Swedesboro
Business Association event’s goal, to shower financial support on a
local business, was more than met. Pictured (from left) are Dr. Dan
Shapiro, Jason Shapiro, Marilyn Watts, Dan Mostek, and Brian Mickle.
Photo by Erica Voll
Elaine Fox, of Deptford Sign-A-Rama, spearheaded the massive showering of
support for the small business that had been significantly affected by
recent area construction. Fox’s planning brought over 30 shoppers to the
Les Vail, President and CEO of the GCCC, said that he definitely saw the
benefits to cash mobs, as 80 percent of businesses are small businesses.
“Shopping locally helps grow jobs and support the local economy,” Vail
The GCCC also holds cash mobs in an effort to boost local businesses. Vail
himself supported Flowers by Dena that day by ordering fruit and chocolate
for a good friend who’d had recent surgery.
Realtor Paula J. Guarniero, of Prudential Fox and Roach in Mullica Hill,
was there on what she called a particularly sentimental day. Guarniero
bought a box of chocolates and recalled how her own mother was a florist,
so she understood the efforts that go into the business.
Asked if she’d attend another cash mob, Guarniero emphatically replied,
“Absolutely. It’s a great way to support the community. I’ll definitely
support Flowers by Dena and other small businesses again.”
DiBenardo is glad she joined the GSBA. “No business owner ever stops
learning,” she said. “If they do, they might as well close their doors.”
To the GSBA and the GCCC, DiBenardo expressed sincere gratitude. “Thank
you to everyone from the bottom of my heart.”
Flowers, fruit, chocolate and support for a business. That’d be what most
people call a “win-win situation.”
For photos and a video of the cash mob, please visit www.greaterSBA.org.
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