Marci Rasmussen is okay with being called “the flower lady.” She has, after all, been a colorful downtown fixture for 27 years as the owner of the Salt Lake floral shop Especially For You.

Rasmussen opened her store on Main Street in 1987. After moving to the Peery Hotel and then to Broadway, she bought a building on 400 South to accommodate expansion and make the business a family affair. The new location can also accommodate Retro Rose, a vintage shop, as well as her husband’s wholesale floral business. Her son, Dixon, owns a custom and restoration automotive business, which will also share the address.

Though sad to leave Broadway, Rasmussen is happy to have her own building. She plans to initiate changes to the area like she did with the Broadway Merchant Association, which she organized in order to get garbage cans.

Integrating Retro Rose with Especially For You is a natural partnership, as the store carries vintage and new vases as well as other gift items such as jewelry and home decor.

The floral shop differentiates itself with its boutique mindset. “Everything is custom made.” The store’s unique character has allowed it to thrive. Rasmussen remembers when she started 27 years ago with $4,500 in capital. “Half of that went to first and last month’s rent.” Since then, they’ve made a lot of progress.

Rasmussen gives back to the community at large, and has supported Volunteers of America, made donations to area arts organizations, and hosted preschool field trips.

Rasmussen enjoys all aspects of her business: interacting with the community, working with employees and, of course, arranging flowers. “I really, truly believe I’m still in business because every day I wake up and I love coming to work.”