Family owned and operated Eastern Floral has been a staple of the Grand Rapids community since 1950, helmed by the Goei family since 2001. Now, father Bing Goei is poised to hand the reigns of the operation to his daughter, Eastern Floral President Rachael Goei Vander Heide.

Rachel has been working side-by-side with her father in the shop since 2019, though she has vivid memories of entering through its doors as a young child. To this day, she remembers the wonder she experienced looking at the beautiful store displays that enchanted her.

Rachel and Bing have been working to gradually transition leadership to the second generation of the family for some time. Now Rachel will be in charge of the flower shop, though Bing will still be a key player in Eastern Floral’s day-to-day operations; he is hardly retiring!

Together, they will usher in the next phase of Eastern Floral’s development with a keen eye on the future.

Read more from Crain’s Grand Rapids Business.