Valentine's Day has arrived, and what better way to commemorate the occasion than by recognizing our outstanding florists who are on the front lines during the holidays. We interviewed customers who operated a retail space and got the inside scoop of their operations during a busy floral holiday.
Edge Floral and Event Designers Gaithersburg, Maryland
"We are a local florist in the DC Metro area that has been in business since 1976, providing fresh blooms, indoor and outdoor plants, inclusive of ecological maintenance services. We provide plant installations, exterior & interior scaping services, as well as design high-end fresh florals, custom décor & furniture for weddings, special events, private residences, and corporations."
Edge Floral and Event Designers have been serving the Metropolitan DC area for 40 years, specializing in weddings, mitzvahs, and corporate events. Starting in the plant business, the company has grown organically to serve not only the event industry but also everyday customers with flowers and garden expertise.
Valentine's Day is a huge operation for the team at Edge. Not only do they take holiday orders, but they design and install beautiful Valentine's Day-themed installations around Washington DC. Planning for this exciting day starts in October when conversations start with growers and suppliers about the holiday offerings. Items that are outside of the box and are different from the traditional flowers are explored.
Hard Goods such as vessels are found from a multitude of suppliers. Suppliers range from Accent Decor to TJ Maxx and thrift stores! Unique items are also found at Market events. Attending a Market event is a great way to see how other industries are adapting to rising trends. Pay attention to vendors that are not involved with the floral industry--you might find something that your customers would really enjoy!
Customers are increasingly choosing plants as Valentine's Day gifts, according to recent trends. Plants, on the other hand, are viewed as a long-lasting alternative that loved ones can appreciate for months or even years after receiving flowers. Edge Designers are seeing this trend in their area and making the appropriate design options. Tropical plants are a very popular option for customers that want to bring a piece of paradise to their home!
Edge goes beyond the standard retail offerings for Valentine's day. The team partners with local schools to provide mini bouquets for the students to give to their friends. It is a small gesture that not only provides community engagement and business awareness but it shows the heart that the company is known for.
"Providing an emotional connection to our customers is our number one priority. We love to make connections deeper than the normal client/business experience. This is how you stand out and maintain those loyal patrons. Flowers make people feel good. It is a feel-good movement!" Elise Kolle, Director of Marketing and Retail.
Valentines' orders stop on February 12th to give time to the designers to work their magic. They anticipate about 300 floral deliveries for this year and plan to distribute the arrangements the day prior to Valentine's Day. The day of deliveries are dedicated to restaurants, country clubs, and other business establishments. It is an all-hands-on operation at Edge when it comes to holidays! The staff is on the delivery teams and the install teams to truly provide the best customer experience.
Edge Floral and Event Designers are always thinking outside of the box to bring a memorable experience to their community. The Blooming Bus is an exciting venture that the owner, Steve Ornstein, has brought his love for vintage automobiles, flowers, and plants together in this beautiful display in a restored Volkswagen Bus.
Make sure to follow Edge Floral and Event designers on Instagram to follow along in their journey!