Flowers insolita Blog

Our industry (retail florists) has been going through some tough time in recent years. Just in the last few years, we have seen in our town that two florists went out of business, another one moved out, and at least three had the owners changed. In fact we are one of the new owners; we took over the operation of this store, formerly known as “Flowers by Margie and Lynn”, in July 2005.

Intense Competitions

Big retailers: Competition has been intense and we predict it will become even more intense. Competition comes from everywhere. Now you can buy wrapped flowers from any supermarkets, discount retailers/wholesalers (Costco, Wal-mart, etc), convenience stores, and even some gas stations. These outlets have taken away practically all the Cash-and-Carry business from traditional florists.

“Basement Betties”: Weddings and events, traditionally exclusive and very lucrative business for florists, are also seeing a dramatic change. There is a growing business sector called “Basement Betty” florists. They are free-lancers who run the business from their own home, in many cases illegally (i.e., in violation of IRS codes or zoning codes or both). They only do weddings and events. The fees charged by Basement Betties are generally lower than brick-and-mortar florists’, because free-lancers do not have to pay overhead (rent, utilities, etc) and quite often do not (actually are not authorized to) collect sales taxes.

Businesses who pay kickbacks: Funeral flowers, also traditionally an exclusive domain for florists, are experiencing a disturbing trend these days. We know that some (but not all) florists are paying commissions (or “kickbacks“) to some (but not all) of the funeral directors, in exchange for their referrals. Although opinions may vary, we think that it’s unethical to do this. At the least, those commissions will trickle down to the customers as increased prices for funeral flowers.

Order gatherers: There are so-called flower “Order Gatherers” (OG) on the Internet. Their business is simply to take a flower order and then send it out to a real florist to fill it. They earn a sales commission (usually 20%) in the process. The biggest OGs are 1-800-flowers.com and FTD.com, but there are many hundreds, if not thousands, of OGs. Some of them even masquerade themselves as real, local florists to gather flower orders from unsuspecting consumers (see our description of “Fake Local Florists“). Also remember that “Huntington Florist” in Yellowpage and Yahoo/Google is a fictitious florist located in New Jersey. A store named “Huntington Florist” does not exist.

Direct Shippers: A “new kid” among the Internet florists is “Direct Shipper”, most notably ProFlowers.com. Their catch phrase is “Direct from the field”, implying that flowers come straight from the field. In fact, they do not; flowers are actually kept in their staging areas and warehouses, waiting for orders. ProFlowers was sued for this allegedly misleading claim; they settled the lawsuit without admitting any wrongdoing.

Self-destructive business practice

To compensate for ever-shrinking profits, some brick-and-mortar florists have resorted to, in our opinion, self-destructive business practice. About the only thing these florists seemed to care about were costs of flowers; the cheaper, the better. Many wholesalers followed suit. But better-quality flowers generally cost more, so do the more unusual flowers. The results of this cost-cutting measure has been devastating for the entire industry. Ironically, many customers felt that florists’ flowers were way too expensive, because the same flowers could be bought in a supermarket at half the price. Because of their low quality, these cheap flowers did not last long. Besides, these flowers looked too common-place. In the end, many customers stopped buying flowers any more. They concluded that these flowers were not worth their money.

Our mission

Since we took over the operation of this small florist, our business mission has been simple and consistent. Our flowers and flower arrangements must be unusual. That’s the reason behind the change of store name, from “Flowers by Margie and Lynn” to “Flowers insolita”; “insolita” means “unusual” in Latin.

Wholesalers: To provide “unusual” floral experience to our customers, we start with our flower suppliers. As a for-profit business, we of course care about the cost of flowers. However, the cost is not our top priority. Instead, we deeply care about the quality. Not just “quality” in an abstract sense, which every florist claims; specifically, we are adamant in our insistence that flowers must be transported via “cool chain” from the grower to the retailer. “Cool chain” or not makes a huge difference in flower qualities. The flowers that go through an up and down of temperature will not last long.

“Cool Chain”: Practically all the flower imports to the US go to distribution centers in Florida. From there, some wholesalers ship flowers to them using cargo airplanes. But how do they know that those airline companies are not leaving the flower boxes in a tarmac during a 100-degree summer day or during a freezing-cold day in winter? Well, they don’t.

We prefentially use the wholesalers who ship the flowers in a refrigerated truck from Florida to here. It takes longer and costs more, but flowers are kept at a constantly low temperature. Same thing for flowers from California or Oregon. Flowers shipped via cargo planes can be inconsistent in qualities. The problem is, you often can’t tell it until they, well, die in two days at a customer’s home. That’s a terrible waste of money.

Selection of unusual flowers: We also try very hard to get the unsual flowers that supermarkets will not, cannot carry. Thus we directly purchase many of our flowers in a Dutch auction. Holland carries many interesting flowers that are not available here. Yes, we do carry common flowers such as roses, lilies, alstromeria, etc. But we usually avoid flowers like carnations and mums, unless absolutely needed (like carnations for Mother’s Day or Christmas). Not that we dislike these flowers. It is just that these flowers are so common that we can’t make our store “unusual” if we keep using these flowers.

Design: And lastly, the design matters. It really does. To us, it is depressing to see all those “cookie-cutter” arrangements in Internet Order-gatherer sites. They all look the same and, frankly, are boring and ugly. Basically a bunch of mish-mash bouquets of common flowers.

We can see the economic reason for having cookie-cutter arrangements in these sites, but we chose not to go after them. Thus our e-commerce site (store.flowers-insolita.com) has no cookie-cutter arrangement. Customers are simply asked to specify the design style and the occasion; we will do the rest. We want to make each of our arrangement a unique experience for our customers.

What you deserve as a customer

Here’s the bottom line. If you pay a good amount of money (usually at least $30-$40) to perishable products such as flowers, it is actually the memory that must last. You as a customer has a right to insist on getting the flower arrangement that the recipient will absolutely remember; your flowers must induce him or her to remember the moment of receiving the flowers.

The ability to make people emotional is the most important value of flowers as gifts; few other gift items can compete with flowers in this ability, at least in the same kind of price range (we aren’t talking about diamond rings here). Before clicking on one of those “cookie-cutter” flower arrangements in 1-800-flowers.com, please ask this question: will this flower make the recipient cry? Can this flower deliver your “heart” to him/her?

We believe that sending “unusual” flowers, not the kind people see all over ther place, is the only way that can deliver your “heart.” That’s our business philosophy.

Thank you for reading and we wish everyone a VERY happy new year!

As some of you might know, our driver, Richard, was involved in a minor accident on the Halloween Day.  Since then he has been taking a long-deserved idle time at home.  In the past 7 years or so, he has taken only one or two day-offs.  This was the first time he has taken an extended “vacation.”

Now Richard is baaaaaack.  I am so glad that I no longer have to confront with dogs.

Just yesterday, I went to deliver flowers to a house in Halesite.  When I drove into their driveway, a big dog, which looked like a wolf, was waiting for me.  Unleashed.  isn’t that illegal?  The dog didn’t bark nor seemed aggressive, but who knows?  Many “friendly” dogs aren’t friendly to me at all.

I decied to stay in the car for my own safety.  I then honked, hoping to get attention from the resident, but no one showed up.  Instead, another dog showed up.  Now I had two dogs circling around my car, waiting for me to come out so that they can have a nice lunch.  You see, I don’t think I taste that good.

But my professional sense of duty demanded me that I must at east leave a delivery tag on the door, even if it means I might be bitten.  To tell you the truth, I also figured that I probably would be able to make more money by getting bitten than delivering flowers, assuming that I wouldn’t be dead (I have no life insurance).

So I made up my mind to sacrifice my body to possibly earn a few grands in People’s Court (medical expense plus pain and suffering).  I opened the door of my car, got out, and started walking toward the house door.  Predictably, the two dogs immediately came at me.  I knew that the worst thing I could do in this situation was to ‘run.’  So I resisted my natural instinct (‘run away’) and pretended that I was not afraid and continuted to walk.

During my travel toward the house, these dogs just kept sniffing at my shoes, legs, and butt, but I totally ignored them.  I probably did the right move; otherwise I wouldn’t have remained in one piece to be able to write this story.

Eventually I was able to attach a delivery tag on the door.  I went back to my car (dogs were still following me, sniffing and touching my legs with their noses).  Then, only then, the house door opened!  I wodered why it took so long for her to open the door.  Anyway, I was able to deliver flowers to her.  What a traumatic experience.  I risked my own life to deliver the flowers.  I didn’t get bitten so I won’t be able to collect pain and suffering.  I guess that’s a good news.

This fictitious “Huntington Florist” listing in phone directiories has been placed by a company called “Flowers with Gifted Elegance (FGE)” in Randolph, N.J. Again, please remember that “Huntington Florist” listed in Yellowpage/Book is in New Jersey! They aren’t even a florist! We are not related to them at all.

Here’s some reports about this company…

(From NH Public Radio Report) “Most people assume that when they call a local number, they’re connecting to a telephone that’s within city limits… What most people don’t expect, though, is that their call to a business that has a local city’s name in its title and a corresponding local phone exchange may go to New Jersey.”

(From WSOCTV Special Report) “When looking through the Charlotte phone book for a florist, you’ll find nine pages of choices. Try to pick one that’s local and you might choose Charlotte Florist — which certainly sounds local. But nowhere in the city of Charlotte will you find an actual shop called Charlotte Florist, because there is no Charlotte Florist. The business is more than 600 miles away in New Jersey.”

(From Wichita Eagle Article) “Six years after the Legislature prohibited out-of-state companies from masquerading as Kansas hometown businesses, it’s pretty much business as usual for the New Jersey flower telemarketer whose actions prompted the law. Flowers With Gifted Elegance, of Randolph, N.J., still lists itself in phone books across Kansas under such names as Derby Florist, Florist of Haysville and Florist in Wellington.”

If you look for a florist in Huntington in local Yellowpage (or Yellowbook), you will see a company named “Huntington Florist: 157 Main Street, Huntington” with a local phone number. This company also shows up in Yahoo/MSN local, but not in Google local.

“Huntington Florist” does not exist. This is a fictitious florist. If you call the listed local number (423-2101), your call will be forwarded to a call-center located in New Jersey without your knowledge. They are one of those “Order Gatherers” who are neither florist nor local.

If you live in Huntington, try to visit their supposedly physical address: 157 Main Street. 157 does not exist. 153 Main Street is an Architect office. The next address is 159, which is some kind of apartment.

Amazingly, this phony business is still not illegal in the state of New York. To our great embarassment, we have been helping them by filling the orders forwarded by them. We didn’t know that they were using the name like “Huntington Florist.” Now we have no part in their business.

If you like a job that is hard and doesn’t really pay much, and you don’t mind working for a boss (me) who is difficult to please, we have a job opening for you. Basically, we are looking for someone who is pleasent and bright, works very hard, and never complains. If you are interested, please email us (info@flowers-insolita.com).

——- Here’s the ad we placed in Craigslist ———–
A retail florist in Huntington, Long Island, is seeking a Flower Design Assistant. The main duties are:

1. Take and process floral orders.
2. Assist our lead designer to create floral arrangements and gift baskets.
3. Deal with walk-in customers.

This will be a part-time position (2-3 days a week; 10-15 hrs a week). This position is ideal for someone who likes to do artistic work and/or likes to deal with people.

We know from experience that a flower shop is one of the most misunderstood work-place; many newcomers have failed because of the misunderstanding. Therefore to save your time and our time, please note the following before you apply:

• Florists can be a very fast-paced work environment, similar to restaurants. In a slow day, you will be bored. In a busy day, the store can become hectic. Therefore your bility to work under pressure without getting panicked is important. You need to be quick.
• Although our products are pretty, our actual work area can be “dirty.” Imagine a processing area of grocery store; we both deal with raw plant materials. Stems, leaves, thorns, flowers, spilled water, etc are all over the place. Sneakers and worn-out jeans are appropriate attire in our store.

Generally speaking, a successful Flower Design Assistant will have the following personal attributes (not in order of importance). Every person is different in strength and weakness, so you don’t have to have all the attributes below. However, for example, if people skills are not your strength, you have to be exceptionally talented in floral design to succeed; and vice versa.

• S/he is naturally pleasant, ideally a “People’s person” who can create a good human relationship even with a person you just met. In terms of customer relationship in retail business, the first impression matters most.
• S/he has exceptional telephone skills, because most orders are taken over the phone. The way you talk over the phone, more than anything else, defines who you are and, by extension, the customer’s impression of our business.
• S/he has good computer skills. Floral orders must be entered into a Point-Of-Sales System; some orders go through national floral wire-service networks.
• S/he has a reasonable physical stamina. You don’t have to be a weight lifter to be a florist, but you will be standing, walking around continually for 5-6 hours a day. If you prefer sitting in a chair all day, you probably won’t succeed in our business.
• S/he has a natural artistic sense. We can teach you the mechanics of how to construct flower arrangements. But in the end, you must be able to tell whether your product is aesthetically pleasant or not. Some people just can’t.
• S/he is not a smoker (cigarette smells and flower scent do not mix well) and does not wear tatoo in a visible place (most customers don’t like it in a florist).

Needless to say, you MUST be hard-working, motivated, and responsible. If you are lazy or un-motivated or irresponsible, you do not have to apply. :-)

We offer a group health insurance to qualified employees and also other benefits. If you are interested, please email your resume to us or fax it to 631-421-4432. Please check our web site: www.flowers-insolita.com. Thank you very much and we look forward to seeing you!

In November, we had 1,636 visitors from 90 countries (896 from the US). Thank you!

1. United States (896 visitors)
2. India (144)
3. United Kingdom (100)
4. Canada (62)
5. Australia (31)
6. Iran, Islamic Republic of (27)
7. Romania (24)
8. Vietnam (21)
9. Philippines (19)
10. Pakistan (14)
11. Mexico (13)
12. Israel (12)
13. Netherlands, United Arab Emirates, Brazil (11)
16. Bulgaria (10)
17. Thailand, Egypt, Turkey, Germany (9)
21. Belgium (8)
22. Singapore, Spain, France, Saudi Arabia (7)
26. Hungary, Greece, Macedonia, Sri Lanka (6)
30. Poland, South Africa (5)
32. Norway, Hong Kong, Lithuania, Morocco, (not set), Czech Republic (4)
38. Algeria, Peru, Italy, Taiwan, Finland, Indonesia, Chile, Jamaica, Yugoslavia, Ireland, Ukraine, Malaysia, Kuwait, Guatemala, New Zealand (3)
53. Puerto Rico, Switzerland, Argentina, Georgia, Bangladesh, Ghana, Estonia, Armenia, Satellite Provider, Austria, Kenya, Colombia, Myanmar, Latvia, Croatia, Portugal, Lebanon (2)
70. Sudan, Panama, Venezuela, Yemen, Cyprus, Slovenia, Bosnia and Herzegovina, Oman, Trinidad and Tobago, Sweden, Slovakia, Denmark, Bolivia, American Samoa, Syrian Arab Republic, Russian Federation, Bahrain, Antigua and Barbuda, Europe, Malta, Maldives (1)