Meet Kendyl Crooks of Dimples Flowers
Dimples Flowers began with a '97 Ford pickup lovingly named "Fern the Ford." While Fern is still in action, the business has come a long way since then. Meet owner Kendyl Crooks and check out some of her beautiful designs!
There are few things more universally loved than an arrangement of fresh flowers, from a simple spray of wildflowers to an elaborate holiday display. Kendyl Crooks, the owner of Dimples Flowers, specializes in both. What began with a traveling flower truck — lovingly dubbed “Fern the Ford” — has now evolved into a blossoming business featuring an online shop and seasonal pop-ups, with hopes to open a brick-and-mortar location someday soon. Get to know this vibrant FACE of Birmingham!
Tell us a bit about your relationship to the South — are you from Birmingham originally?
Kendyl: I’m originally from Oak Grove, AL, but because it was such a small town, we would drive into Hoover or Birmingham on the weekends for fun! So, in a way, I did grow up in Birmingham.
How did Dimples Flowers come to be, and how did you land on the name?
Kendyl: I was inspired by the flower trucks that I’d seen and experienced, and I had grown to love fresh flowers throughout college and in my early 20s. I’ve always had an entrepreneurial way about me, although I didn’t know that’s what it was. And one day, I just thought, “I’d like to start a flower truck.”
So I did some searching, found a truck, and began reaching out to markets and other businesses to partner with. It didn’t take long for me to decide that I wanted to take the leap once I began considering it. It has been such a fun adventure and a blessing to me.
I didn’t have any initial thoughts on a name. When I was talking to my mom one day, she suggested “Dimples” because, in a way, I’ve been marked by my dimples my whole life. Plus, flowers make people smile. So Dimples Flowers was born!
How can folks find your flower truck, Fern the Ford?
Kendyl: There are a couple of ways to find Fern the Ford’s schedule. The first is on my website on the “Find Fern” page. I also post where Fern will be parked and what times on my Instagram account.
You’re currently hosting a temporary pop-up shop at Mercantile on Morris. Any plans for a permanent brick-and-mortar location in the future?
Kendyl: We have absolutely loved being at Mercantile on Morris! The hope is that we will be successful enough to stay at that location on a more long-term basis. If it doesn’t work out, Fern the Ford will go back to full operation while we plan for a more permanent location in the future. We can’t get to our own brick-and-mortar fast enough!
What has been your greatest challenge as a small business owner?
Kendyl: I think just knowing what next steps to take is the hardest part. There’s no how-to guide on starting a flower business and no cookie-cutter way to conduct and grow a business. So I often struggle with knowing when it’s the right time to make changes, when it’s the right time to hire an employee, or when to say “yes” and “no” to opportunities.
Learning how to balance on the beam of “Let’s do everything right now!” and “Just do your daily disciplines and learn as you go” has been a challenge.
What current floral trends are you most excited about?
Kendyl: It seems people are looking for a little more color nowadays, which is great because our flower wall and Fern the Ford are always full of bright, vibrant colors. As much as I love a simple, all-white bouquet or a muted floral design, I love the challenge of creating colorful designs and testing the waters with different combinations.
What are your favorite places to eat, drink, and shop in Birmingham?
Kendyl: Saw’s BBQ is one of our favorite go-to’s in Bham. They have the best chicken thighs in the city, hands down. As for shopping, Lifelyles at Mercantile on Morris has the best home decor, candles, gifts, and overall atmosphere around. Shopping there is a true experience.
What’s your go-to gift to give this time of year?
Kendyl: I think the most simple, homemade things make the best gifts. I really enjoy gifting homemade candles, homemade cookies, my grandmother’s tea recipe, or other handmade items. And, of course, I’ll usually add in a few fresh blooms.
What’s the best piece of advice you have ever received?
Kendyl: I’m not sure if I can consider this the best piece of advice I’ve ever received, but a comment my mom made once has really helped me take healthy risks in my adulthood. She told me once when I was torn between decisions, “Nothing you decide is going to be detrimental.”
Obviously, some decisions are detrimental. But when it comes to those should-be simple decisions, remembering that has often helped remove anxiety from decision-making and made it a little easier to take risks, both in this business and in life. I know that whatever decision is made, everything is still going to be okay.
Aside from faith, family, and friends — what are three things you can’t live without?
Kendyl: First, I would say laughter. My husband is the funniest person in the world, and he makes me laugh pretty much constantly. I don’t think I could live without that laughter and fun in my life.
Secondly, I would say being outside and being in nature. One of the reasons I love flowers so much is because it grounds me and brings me back to a humble and thankful mindset. I’ve been in seasons where I’ve not been able to spend much time outside or around nature, and it has severely impacted my mental health.
And lastly, I don’t think I could live in a world without dogs. That may be typical to say, but I think there are so many things we can learn from dogs, and I truly think they enhance our lives. Take this as an open invitation to those reading: If you visit Dimples Flowers, whether the store or the truck, please bring your dogs!
All photography is provided by Dimples Flowers.
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Alissa Harb
Alissa Harb is StyleBlueprint's Managing Editor, based in Nashville. A lifelong Tennessee native, Alissa has over 14 years of experience in digital media and loves writing about food, travel, and entertaining. She is a lover of dogs, true crime, and ordering for the table.