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Forever Marge’s Floral expands to Superior

Jaydee Beede, owner of Forever Marge Floral, works on a wreath recently in her shop in Superior. (Jed Carlson/

Maria Lockwood

The storefront may be new to Superior, but Forever Marge’s Floral has deep roots in the area.

For decades, Julie Schuefeli has trusted in owner Jaydee Beede and her mother, Marge Larson, for all her floral needs.

“Twenty-some years and I’ve never been let down by them,” said Schuefeli of Maple. “And have had to get a lot of flowers for a lot of things.” From her daughter’s wedding to other special occasions, the family florists always came through.

“I’m very highly focused on customer service,” Beede said. “I just believe if you satisfy them the first time, they will come back.”

Carol Chevrier of Solon Springs said the perennial family florists did her wedding flowers 22 years ago and her daughter’s wedding flowers more than a decade later.

“They just put a personal touch to everything,” Chevrier said.

Beede has fashioned beautiful pieces for the St. Luke’s Christmas Tea, said Julie Spangenberg, manager of hospitality services for St. Luke’s.

“She really does a great job with any budget,” Spangenberg said. The flowers are so fresh that they can be reused for a breakfast event two days later and Beede creates designs with minimal direction.

“She nails it every time,” Spangenberg said.

Local 4-H competition provided the seed for the business. When Beede was a teen living in Poplar, she and her mother would pick flowers from ditches and create designs to enter in the open class at the fair.

“We would race to the fair and see who got grand champion,” Beede said. “She beat me lots of times. I beat her once.”

After years of selling her craft items at the Mariner Mall, Larson opened Riverside Floral in Poplar. The business moved to Iron River in 1990 under the name Marge’s Floral. Beede worked at her mother’s side and eventually bought out the business, but Larson continued to work there. Although she sold the business nine years ago, Beede couldn’t stop designing arrangements on holidays or for friends.

“The more I worked out of it, the more I missed it,” she said. “I found my peace doing designs.”

Two years ago, she opened Forever Marge’s Floral in Lake Nebagamon with faith in the community and about $37 in the account. Although Larson was hoping to help at the shop, she died of cancer before it opened.

“I started my venture by doing her funeral flowers,” Beede said. “And she lives in me every day, every time I make an arrangement.” When she designs, the florist said, she can feel her mother with her.

On Nov. 1, a second branch of Forever Marge’s Floral opened in Superior at 1424 Belknap St. The shop offers floral arrangements, flowers, plants, gift items, balloons, bath and body gift baskets and unique crafts by Beede, like recycled windows trimmed in holiday décor.

The florist, who lives in Iron River, said she wanted to offer Superior customers another choice. She offers personalized service and delivers within a wide area, from Minong to Port Wing. Forever Marge’s also stocks arrangements in coolers at hardware stores in Poplar and Iron River.

Although she designs for all occasions, Beede said funeral work is her favorite.

“I like to make it as special as I can,” she said. That means getting to know the deceased and their family, and personalizing a spray to make that last memory what they want. Whatever the occasion, Beede said she aims to get to know those who stop by the shop.

Customers said Beede is upbeat, personable and wonderful to work with.

“She’s just like her mama was,” Schuefeli said.

For information on Forever Marge’s Floral, call 715-718-2837 in Superior, 715-374-2837 in Lake Nebagamon or 715-815-0011. Both shops open 9 a.m. to 5 p.m. Monday-Friday and 9 a.m. to 1 p.m. Saturday.