Jacksonville Ranks No. 3 for Small-Business Growth. One Owner Explains How She Lasted 18 Years

Jacksonville ranks No. 3 in the nation for small-business development, according to the financial technology firm Nav, which cited entrepreneurial growth, business longevity and small-business hiring. St. Louis took the top spot; Philadelphia came second.

One Jacksonville owner operating inside that boom is Cantrece Jones, who founded the public relations and marketing firm Acuity Design Group in 2008 and opened Aura Plant Studio more than four years ago. Her businesses have grown gradually, she said, with the plant shop expanding beyond retail into commercial installations and event rentals.

The ranking signals demand, not survival. Jones's playbook offers a case study in what it takes to stay in business for nearly two decades in a growing market.

What does Jones tell entrepreneurs to do first?

Keep researching. A business owner should not assume that the needs of a community or industry will stay the same over time, she said. If a business is struggling, the owner should look for the reason: whether demand exists for the product or service, whether the business is reaching the right customers, or whether something needs to change.

"That's not something you start when you first open your business," Jones said. "I've done the data back from 2008, and now it's 2026, and I expect that information's not going to be the same."

That is an 18-year gap between her first market data and today. Jones's point is that assumptions decay; the analysis has to be continuous, not a one-time launch exercise.

Why does she say the owner is the brand?

In a crowded market, a product or service alone may not distinguish a company, Jones said. An owner's reputation, expertise and communication shape how customers see the business and whether they trust it.

"You are the brand to your company," Jones said. "How you market yourself as an individual is so significantly important."

That extends to social media. Owners should make their messaging clear and engage with customers rather than simply posting promotional content, she said. Broadcasting is not the same as communicating.

What does customer service mean online?

For online businesses, Jones said customer service means being responsive, hearing feedback and following up when something goes wrong. If customers raise an issue, owners should acknowledge it, explain how they plan to address it and show that they are listening.

"There's a level of engagement that you have to do online," Jones said. "Being responsive and being honest" is important.

The caveat is obvious: engagement takes time that a small staff may not have. Jones does not say how much labor her approach requires, only that it is not optional.

How do relationships and mentors factor in?

Jones encourages entrepreneurs to build relationships with professional organizations, potential partners and mentors. A mentor does not have to work in the same industry, she said; what matters is having someone who believes in the owner and can help the business grow. Partnerships can also open doors to projects a business might not land on its own.

She has proof from her own shop. At Aura Plant Studio, Jones said, a customer's visit led to a commercial plant installation after the family took time to understand what the customer needed. Staying open to possibilities — and being willing to collaborate — can help small businesses find opportunities they might not have expected.

Does passion actually matter?

Yes, but with conditions. For Jones, passion is essential, yet it has to be paired with hard work and a clear understanding of the business. Entrepreneurship, she said, is not a job that ends at 5 p.m.

"It's really a passion," Jones said. "If you don't have that passion behind the reason why you want to open your business, it's going to be a little bit more difficult for you to be successful."

Note what she does not promise: passion does not substitute for research, service or differentiation. It is the fuel, not the strategy.

What is the growth strategy at Aura Plant Studio?

Steady, not sudden. Jones said the shop focuses on distinctive plants and personal customer service instead of trying to compete with large retailers — a deliberate refusal to fight bigger players on their terms.

That approach reflects the broader lesson she shares with other business owners: define what you do well, understand whom you serve and give customers a reason to come back. For a metro ranked No. 3 for development, the owners who follow that discipline are the ones positioned to turn a favorable ranking into lasting revenue.