Seidel family takes over Jackies Flowers

A local family has purchased Jackies Flowers, Gifts and Espresso in the old Superior School.

The Seidel family ownership will include Matt, his wife Holly and their daughter Hailey. Another daughter, Aurora, plans to return home to help, and their son, Michael, will be there occasionally, but he is a student at Alberton High School. 

“This has been a calculated process,” Matt explains. “We’ve been watching and talking with residents about what the area needs when it comes to community, friendship and socializing. And then of course, scrumptious baked goods,” he grinned. 

They also found out during these conversations that fresh flowers with bouquets and delivery were valued and many people were concerned that when Jackies did sell, they would lose this service. 

As Melanie Murray and Alecsy Fern remain on staff, their roles have been integrated into the business plan. Murray specializes in espresso and plant care, while supporting Fern in the floral department who had been working with Jackie intermittently over the past five years. 

Additionally, Penny Foley and Naydene Weishaupt have been brought on to assist the espresso side at both the shop and the coffee kiosk which is on the other side of the freeway near Town Pump. These strategic hires and positions will further enhance the team’s expertise and service. 

Fern has been tutoring Holly who is reaching out to former customers and businesses asking what they can do to improve what has been done in the past with their floral services. One notable addition is a rustic chic style of floral arrangement in addition to the previous elegant style along with the cut flowers by the stem and live plants. 

“There are so many preferences out there that we want to make sure we are making it custom for each person,” Holly said as she unpacked a box of bells of Ireland and spray roses. The flowers are custom harvested and shipped overnight from their vendor in Washington or come directly from growers in Brazil. “This is fun. It can be a little scary, but this is exciting especially when we hadn’t planned on it but realized the need for them,” she said.

The Seidel’s own Little Orbits of Montana which is a mini-donut and espresso trailer and they have been selling their baked goods over the years at fairs and markets through the Montana Cottage Food Law. Cottage Foods mean you can work out of your house, attend events and sell your products in person. 

“We can do all of our baking at home, off site, as it is family run and family owned so we’re making the sales in person, face to face. This way a commercial kitchen is not required,” shared Matt. “But we’re looking at going to a commercial kitchen. Our plan overtime is to bring in convection ovens and do all the baking right here on site with a retail section for baked goods and a cooler for pies.” 

Today, they have seating at private tables with more in their future for meetings and larger gatherings. 

“That’s the feedback we’ve gotten over the last month, month and a half from the community and that’s what we’ve been doing. Making it a place so that people feel welcome. We’re just trying to make it a cozy, comfortable place for people to gather.”

The first part of November they signed the purchase agreement with Jackie and Will Callison but Matt had been running the business since the middle of October. Hailey worked at the coffee-kiosk since August so they have had first-hand knowledge of the operation plus their doughnut and espresso trailer had given them food industry experience for the past few years. 

Also, Holly worked at City Brew as a barista in Missoula while working on her bachelor’s in marketing at the University of Montana and then a master’s degree in business intelligence and analytics from Saint Joseph's University in Philadelphia. 

Matt has been self-employed with his communications company developing network infrastructure and installing phone and camera systems for 25 years.  is degree from the University of Montana is in computer science and network management.   

Hailey graduated with a culinary degree from the University of Montana last May and she’s always wanted to be in the baking field as her Nana liked to bake. Hailey and Aurora are the ones who started their cottage food business, Nana’s Familie Bakery (NFB) and the kids wanted to incorporate Nana into it, hence the name:  NFB Espresso & Flowers.

Hailey was baking preordered peach cobbler, pecan and Dutch apple pies before Christmas so special orders are available. They make their own caramel for their gourmet puffcorn. Puffcorn, rather than popcorn, so there aren’t any kernels for those with digestive issues. Bourbon, peppermint and brandy puffcorn are in bags near the counter with other flavors ready to launch. 

Customers will find cookies, muffins, scones and fritters as their customers are focus groups on what products they should reconsider or amplify. 

The Seidels want their employees and customers alike to know that they care for them, and they want to contribute and be a strong player in the community. 

It’s important to the family that they are taking care of their employees the best that they can so they, in turn, can be involved in schools and civic organizations which are integral parts in healthy communities.

“We stayed open for the Christmas lighting a few weeks ago and had a line of people standing at the window across the parking lot pretty much the whole time," Matt said. "We found this hadn’t been done before and many that night said they appreciated that we have consistent hours.” 

The business is open 7 a.m. to 5 p.m., Monday through Friday, and 9 a.m. to 3 p.m., Saturday and Sunday. The coffee kiosk is 6 a.m. to 1 p.m., Monday through Friday and weekends from 7 a.m. to 1 p.m. Call 406-822-7673.