Susan Seaman shared their story and experiences with us recently and you can find our conversation below.
Good morning Susan, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What battle are you avoiding?
I’m avoiding the battle between increasing or not increasing my retail prices despite almost all of my vendors increasing their wholesale costs to me due to rising costs of raw materials, continued supply chain issues, shipping fees and the tariffs.
Can you briefly introduce yourself and share what makes you or your brand unique?
My story began after being laid-off as Gift Shop Buyer/Manager at Baltimore’s Sheraton hotel, a result of the horrific acts of September 11th. In the weeks to follow, tourists were not flying on planes, staying in hotels nor buying from hotel gift shops. As my General Manager handed me my compensation package after 7 years of running a successful and profitable gift shop, he told me that in addition to all the great local foods and souvenirs that I searched high and low for in my travels to gift fairs, food expos and Baltimore neighborhoods; he really enjoyed my creative and tasty gift basket treats that I made for hotel VIPS, “so much better than a fruit & cheese platter being sent to their rooms” he remarked. That was my “AHA” moment…
Self-reflecting on my passions and strengths which was buying, merchandising, marketing, sales and customer service experiences (my career began as a Buyer for Baltimore’s Hutzler department store) I got right to work creating an LLC: Black Eyed Susan Gift Baskets was born; as I like to tell my customers, I’m the “SUSAN” in Black Eyed Susan (Maryland’s state flower.) With my family’s support I turned my basement into a business office, receiving/storage areas and full assembly line; established a website and began filling gift baskets with the highest quality Maryland products. I sought out any and every opportunity to sell my baskets…fairs, festivals, door-to-door sales – handing out free bags of Utz Crab Chips with my business card attached. My first basket sale was at my sister’s hospital Ladies Auxiliary’s Easter Arts & Crafts sale. The RN who bought my basket for his sister, to this day calls me every year for a gift basket. It completely validated my business concept and so after six years of steady growth I moved out of my basement during the 2008 recession and into a bricks & mortar space. I too thought it crazy, but the local SBA was providing interest free loans to new businesses and because I chose a historic district, Glyndon, there was additional funding for small businesses . I signed a two year lease at 7 Railroad Avenue, formally the Glyndon Post office and later a general store. It was a 900sf vanilla shell, so the entire loan amount went to building out the space: Flooring, Fixturing, Signage… I opened the doors on Black Friday weekend, 2010 and have never looked back.
In my inaugural year, I was voted by Baltimore Magazine’s “Best of Baltimore” for Maryland Themed Gifts and then again in 2025 (their 50th anniversary) for Gift Baskets. I have also received several Accommodations from Maryland Senators & Congressmen. On Maryland Day (March 25, 2014) Comptroller Peter Franchot visited my store and presented me with a Certificate of Recognition and a gold coin (a tradition Comptroller Louis Goldstein started in the 1970’s). I have been featured on MPT as well as in Style Magazine, The Baltimore Sun and other local publications. My dedication to assisting non-profits like the Boy Scouts, Alzheimer’s Association (supporting the longest day fundraiser), the Ronald McDonald house, Baltimore County Public Schools, Local Churches, Pathfinders for Autism and a host of other organizations has brought me great joy and purpose. But my greatest accomplishment is inspiring young women and men, including my three children, through my business mentorship program – that they too can take adversity and create something positive. Instead of making lemonade out of lemons, I make gift baskets out of my love and support of Marylanders.
Black Eyed Susan Coffee, Candy, Cream & More is not only a one-stop shop for all things Maryland (made in Maryland, distributed in Maryland or carrying a Maryland theme) it’s my gift to the community – the welcome mat of Maryland. My team of 10 employees welcome customers into the shop like it is their home, and when our “home” was closed for 60 days during the pandemic, we were all hoping and praying that our customers, family, friends would return to support and shop local and they did.
I’m not sure what the next 15 years will bring, but there will always be a place in my heart for Black Eyed Susan.
Great, so let’s dive into your journey a bit more. Who saw you clearly before you could see yourself?
My husband is my biggest supporter. When I was reluctant to grow my business from our basement to bricks & mortar; he assured me that I could do it and he would stand beside me during the good, bad & ugly and he has over the past 15 years.
Was there ever a time you almost gave up?
I almost gave it all up during COVID. I was mandated by the Governor of Maryland to close my business for 60 days. The timing could not have been worse. I had thousands of dollars in Easter/Passover candy and Spring goodies and Mother’s & Father’s Day gifts. So many of the food products were perishable (candy, cookies, coffee, nuts…) so I donated all of that to local churches. I lost a lot of money and yet payroll, rent, electric, phone/internet bills needed to be paid
After I reopened in July, 2020 there was conversation within the state & federal governments about possibly being shut down again during Q4 (the holidays) since people would return inside and could spread the virus. If my business had closed during that time period, I would have given in and up.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What would your closest friends say really matters to you?
My closest friends know that the only thing that matters to me is my family. Without their never ending support and love it would be tough to face many of my small business challenges. Next would be my customers. When I’m having a difficult day, a new or familiar customer will stop in and praise my woman-owned small business. It’s truly genuine and that makes my frustrations disappear.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. Are you doing what you were born to do—or what you were told to do?
I believe I’m truly doing what I was born to do. Retail pulses through my blood. My entire career has been in some form of retail. My great grandfather was a tailor in Italy who designed the World War One uniforms for Italian army. My grandmother was a ladies tailor for a local Baltimore department store. My love of fabric, textures, merchandise and the art of negotiating are all innate characteristics of me.
Contact Info:
- Website: https://www.blackeyedsusangiftbaskets.com
- Instagram: https://www.instagram.com/blackeyedsusanglyndon/
- Facebook: https://www.facebook.com/Black-Eyed-Susan-Coffee-Candy-Cream-More-172552762778446/?ref=page_internal
Image Credits
Angie Phillips – Frozen in Time Photography
