08 Jan Petals and Purpose: Lily of the Valley Floral Design
By Joshua Anderson for the Peekskill Business Improvement District
Lily of the Valley Floral Design is a hidden oasis in the heart of the Peekskill, where faith has bloomed into a business. The owner, Pamela Hallman-Johnson, captures the essence of Peekskill: a strong work ethic, friendly attitude, and unique creativity. The florist represents more than just flowers; she sees it as a calling — a “platform for ministry.”
In 2019, longtime educator and accountant, Hallman-Johnson, registered a small business. Two years later, with a micro-enterprise grant from the City of Peekskill, she opened a brick-and-mortar flower shop located at 810 South Street.
Lily of the Valley is the flower destination offering full-service arrangements — from weddings, funerals, graduations and large events, to everyday just-because, romantic gestures or symbolic gifts. Flowers mark every phase and stage of life, and they are often incorporated to celebrate, mourn and remember.
Hallman-Johnson is working hard to keep the business afloat but she knows how hard it is for everyone else too. “You can come and grab flowers, at your price point. Not a problem, I can make you a beautiful bouquet for $15,” Hallman-Johnson said.
She is a strong advocate for mentoring at-risk youth, diversifying the floral industry, and empowering women as a resident in Peekskill for over 22 years.
For Nyema Zapata, a 15-year-old sophomore at Peekskill High School, working at Lily of the Valley Floral Design has become more than just an internship, it’s become her sanctuary
Zapata has been working at the shop for a little over a year. She mainly helps with big events but also visits the shop frequently.
“I could be having a really bad day, whether it was at school or just in general, like in a sour mood. Then I walk into Miss Pam’s flower shop and all of that just melts off of me instantly. It’s like this really welcoming vibe I get when I walk in,” Zapata said. Customers get the same vibe.
Before she started working at the shop, Zapata enjoyed being around flowers. She said it’s calming and therapeutic to be around plants.
Hallman-Johnson’s fascination with flowers began in childhood when she planted sunflower seeds in her family’s yard in Hempstead, Long Island. Decades later, her mother-in-law, Inez Finley, reignited that passion by having her care for a small Japanese maple tree.
That moment led Johnson to study at the New York Botanical Garden and she began designing arrangements for church events, just for fun. By the early 2000s she had business cards for “Lily of the Valley Floral Design”.
She has spent two decades in education, teaching special-education English and serving on the Peekskill City School District Board. She also funds the Pearl and Tie ceremony for special-education seniors with her husband as well as creating college-readiness programs for at-risk youth.
Her background, she says, provided “the structure, finance, and discipline” needed to run a business.
The name of her company, Lily of the Valley, holds layered meaning. It honors her late mother, Lois V. Hallman, whose birth flower is the lily, and it symbolizes Jesus Christ as “the lily of the valleys” from the Song of Solomon in the Bible.
“When Jesus showed up, people’s lives changed for the better. So when Pam shows up, your life will change for the better. Not because of me, but because of the Christ inside me,” Hallman-Johnson said.
“We provide a service that’s much needed downtown within the walkable part of the city,” Hallman-Johnson said.
She has fulfilled wedding orders for clients from Texas, Nebraska, and abroad—including orders from China, Australia, Canada, South America, Africa, and England. She attributes this visibility to her online presence and professional networking rather than any paid advertising. “Connection is key,” she said.
Orders can be placed online, by phone, or in person, and Johnson customizes each arrangement “to meet people where they are financially,” and to ensure the best quality service every time. She has also created “Sip-N-Petals,” a dining floral-design event that combines instruction with refreshments. Sessions run Fridays, Saturdays, or Sundays by appointment. Groups must be between six to ten. It is $85 for a 2-hour private experience including wine and $75 without.
Besides bouquets, major events, and Sip-N-Petals, the shop also offers rejuvenation and sympathy baskets. These start at $100 and can go up in price depending on the contents, including hand-selected and surprise gifts as well as flowers and personalized sentiments.
Hallman-Johnson’s shop operates with a small rotating team employed on a per-event basis. She also trains a local high school intern each year to introduce minority students to floral design.
Although Lily of the Valley has not yet turned much profit, Johnson continues to reinvest all proceeds into wages for her staff, supplies for her store, and youth programming.
“It’s still teaching, still service, just through beauty,” Hallman-Johnson said.
Hallman-Johnson’s advice to aspiring entrepreneurs is straightforward, “Timing is everything. Don’t quit your day job. Use your day job to finance your dream job.”
She explained how many small businesses fail because owners pursue their passions without much preparation. “I’m an educated woman, but I knew nothing about running a business. You need to be mentored, you need to be trained.”
Hallman-Johnson has been on a 25-year journey from hobbyist to shop owner. While her short-term goal is to break even, her long-term goal is to build a family legacy, a strong business model for her daughters to inherit.
After more than two decades in Peekskill, Johnson credits the city with sustaining both her family and her vision. “Peekskill has served our family well through every season, the good, the bad, and the in-between.”
Lily of the Valley Floral Design stands as a business that prioritizes purpose over profit, while still remaining transparent about finances and struggles that can be hard to admit publicly.
She says that it has been a blessing to be provided with this opportunity to have a business in Peekskill and she remains committed to making it work.
Lily of the Valley Floral Design is open Tuesday – Saturday from 12:00 PM – 4:00 PM and Sunday – Monday it is closed. You can reach the shop at (914) 402-5000, online at https://lilyofthevalleyfd.com or through Instagram @pamlilyvalley
(C) 2026 Peekskill Business Improvement District. Photos by Joshua Anderson. Edited by Bill Powers. If you are a downtown destination business, and would like to be considered for an upcoming profile article, please email us at peekskillbid1@gmail.com.
