Recent UVA Wise Graduate Opens New Gift Shop in Norton

UVA Wise alumna Annie Jordan, who graduated with an elementary education degree this December, planned to teach for her first few years out of college.

Instead, she took a big risk, used her own savings and doubled down on her entrepreneurial spirit to choose a different path—opening a brick-and-mortar business in downtown Norton, Sweet Peony Events and Florals, in late November.

“It’s scary, but to be honest I’m excited to be able to do what I actually want to do,” said Jordan, who credits her entrepreneurship class and internship in helping her pursue and fulfill her dream. 

The Pound-native is among the last group of students to join UVA Wise’s graduating Class of 2023.

When she was 16 years old, Jordan began making and selling her own jewelry. When she started at UVA Wise, she chose a math major and quickly realized it wasn’t the right path so she switched to business.

There, Jordan took a Foundations of Entrepreneurship class with Shankar Naskar, assistant professor of entrepreneurship and innovation, where she forged the idea for her next business venture: wedding planner.

“That is where I got the idea. Without him telling me I had to come up with a name, business idea and plan, I wouldn’t be here today,” she said. 

She got involved and interned at the NEST, a UVA Wise off-campus co-working space and entrepreneurship community where students, community leaders, business owners and faculty come together to shape business start-up ideas. Jordan participated and won second place in the student E-CUP business pitching competition.

In her first year as a wedding planner, she organized three weddings. In the second year, she did seven.

“I panicked. What if my business doesn’t take off? Elementary education was a shorter major to complete and there’s a teacher shortage. It was a security thing, and I was on my fifth year of college and didn’t want to start a sixth,” Jordan said. 

So, her junior year she switched her major to elementary education. 

“I knew I was going to have to teach a few years before my business took off but, well, my business took off,” she said. 

This year, she’s ending the year with 29 weddings. She’s orchestrated nuptials from Knoxville to Asheville. She handles everything—the flowers, decorations, vendors, budgeting and photography. 

“I’m at the rehearsal site making sure everything runs smoothly,” she said. 

Still Jordan knew she wanted her own storefront eventually. When her 14-year-old brother, Nate, died unexpectedly in a tragic accident, Jordan knew she couldn’t wait any longer.

“I don’t think I could have had the guts to do something like this without losing my brother this year. It really put everything into perspective and I knew it was now or it would pass me by,” Jordan said. 

When an opportunity to purchase a building in Wise fell through and she needed a place to store fresh flowers for an upcoming wedding, Jordan reached out to her supervisor at the NEST, Blake Salyer, UVA Wise innovation and ecosystem manager who co-owns Lincoln Road Coffee Lounge. 

His wife had run a flower shop next door and Jordan thought they might have a cooler to store wedding flowers. They did and then Salyer approached Jordan with the idea of using the empty space to open her storefront.

“I was like, ‘Oh my gosh there was a reason I didn’t get that building.’ I now have the ability to be in Norton on Main Street beside one of the busiest places,” Jordan said. “It also comes with these great entrepreneurs who are super connected.”

About a month later, Jordan opened Sweet Peony Events and Florals which encompasses her wedding planning and decorating business along with a gift boutique store.

It’s open Tuesday through Friday, 12 to 5:30 p.m. and on Saturdays from 11 to 5 p.m.

The shop offers a wide array of merchandise from clothing to skin-care products. Customers can grab pre-made bouquets of flowers or custom build their own. Jordan also sells new and used books and hopes to host book clubs and readings including ones for children.

“I don't want this to be just a flower shop, it’s a full-on gift shop,” Jordan said. “I’m trying to bring a space that is accessible to everybody, even guys can come and find something.”

Jordan had some advice for students and community entrepreneurs.

“Do the idea that you want to do that hasn’t been done. It’s terrifying, but you owe it to yourself,” Jordan said. “This showed me I don’t have to get a regular job and can start something on my own.”

In August, Jordan took a part-time job as UVA Wise’s Southwest Virginia startup specialist, which she will continue along with her business. She encourages students and the community to check out the NEST. 

“If you are a student, you can always lean on us. Many people don’t know about us,” Jordan said. “If you have an idea, you can come and we'll try to help you make it happen. I really do credit the NEST with helping me make my idea a reality.”