In the heart of West Oak Lane on Ogontze Avenue, Philadelphia, stands a vibrant reminder of Black entrepreneurship and family legacy. Since opening its doors on May 1, 1971, Paul Beale’s Florist has remained a beloved staple in the Philly community for more than half a century.
The shop’s story began with high school sweethearts Altermese Beale and her late husband, Paul Beale Sr., who spent 15 years managing another flower shop while nurturing a dream of owning his own shop one day. With children already in college, the couple took a leap of faith, pouring their energy into building a business grounded in trust, care and lasting customer relationships. For Black families in the 1970s, entrepreneurship came with significant barriers. Altermese’s father faced difficulty in securing a loan because of redlining and structural racism, stark reminders of hurdles that African Americans faced in pursuing business ownership in recent generations.
Over the past 50-plus years, the family has witnessed shifts in the commercial landscape of Ogontz Avenue, with many neighboring businesses closing their doors. Despite challenges over the years, including flower shortages brought on by the COVID-19 pandemic, they adapted and endured.
Whether preparing floral arrangements for special occasions such as birthdays, weddings, anniversaries, and funerals, or putting together “just because” bouquets, the Beales approach every order with the belief that each customer should be treated like family. This philosophy extends behind the scenes as well. The entire family is hands-on. Altermese still comes to work everyday and is now joined by four generations of family members. Her daughters, Carolyn Beale and Paulette Beale Harris, the second generation owners, oversee daily operations, from answering phones and taking orders to managing the inventory. Altermese’s grandson, Paul David Beale Sr., and his son, are responsible for all the design work. Together, they work side by side, making the businesses a true family affair.
Before his passing, Paul Beale Sr. instilled in his family the importance of consistency and hard work. Paulette Beale Harris says “the only thing my dad did was love his wife, love his family and work every day.”
In 2023, Pew Research Center reported that only 3% of U.S. businesses were Black or African American-owned. This statistic underscores just how remarkable the Beale family’s multi-generational story is. Paul David Beale Sr. takes pride in knowing that his grandparents’ business has not only survived over the years, but continues to thrive.
“You see so many times in our Black businesses the parents start it and when the kids get older they venture off somewhere else and then the business goes down. In our case we’re continuing the legacy.” - Paul David Beale Sr., WHYY
As Paul Beale’s Florist continues to bloom along Ogontz Avenue, the community can show its support by simply visiting the shop, sharing their story, or exploring their offerings online. Customers can even place international orders by calling the shop directly, ensuring that a piece of the Beale’s craftsmanship reaches loved ones near and far. Every bouquet purchased is more than just an arrangement of flowers, but an investment in legacy.
