Exotic’s assortment of pristine arrangements and stunning wedding-reception centerpieces help this business to stand out in the ever-blooming floral services market. In a pinch to find a gift and can’t make up your mind? Designer’s Choice bouquets are updated daily and always offer something colorful and unexpected.609 American Legion Highway, Boston (617-247-2000) exoticflowers.com
Exotic Flowers in Boston
This article was featured in the 6/18/14 The SAF Wednesday Ebrief
Bloggers in the U.K. are giving a red card to a supermarket chain that tried to capitalize on World Cup fever with a special bouquet — but at least one sports-savvy florist in Boston said the idea has the potential to hit plenty of marketing goaaals.
Calling the “Come On, England” bouquet concept “painful,” several bloggers put the red and white carnation design, sold at Morrisons grocery stores, at the top of their “worst” lists for World Cup tie-ins.
“Suddenly, a [groveling] apology from the other half for their latest screw-up just isn’t as gratifying as it used to be,” according to EuroSport. “Alternatively, it’s a rather backhanded way for a guy to [apologize] in advance for spending the next month doing nothing but watching football marathons and angrily debating contentious decisions on social media.”
The chain also rain afoul of customers in Scotland, who successfully petitioned the stores there to stop playing an endless loop of England-related soccer — er, football —songs.
Good intentions, lousy promotion? Not so fast, said Rick Canale of Exotic Flowers in Boston, who suggested the bloggers and writers are probably overreacting, and misinterpreting the grocers’ intentions. “I bet [Morrisons] did not sell the bouquet as an apology theme,” he said. “That would be floral suicide.” (At press time, EBrief editors had not been able to obtain the original marketing materials.)
Canale should know. Exotic Flowers was the official florist of the Boston Red Sox from 2007 to 2009 and won SAF’s Floral Management Marketer of the Year title in 2008. He recently partnered with The National Baseball Hall of Fame and Museum in Cooperstown, N.Y., to launch his new “Cooperstown Collection,” which coincides with the museum’s 75th anniversary.
Canale said hitching your shop to a sports team or event can be marketing gold, but “it’s all about the approach.” In other words, never market a sports-themed design as an apology, but instead, promote it as a party idea or team-spirited host and hostess gift. When you do that well, you turn a non-floral event into an opportunity for your shop.
“Believe me, if I liked soccer, I would be pitching World Cup bouquets here, too,” Canale said. “You have to capitalize on the success of special events. [For example], every Election Day, we launch an Election Day category on our website and then rebrand the same category for Veteran’s Day.”
Having worked in a Boston flower shop for more than thirty years, I am proud to share my experience in how to go about being a florist. I always joke that my first job was cleaning geraniums in the Lombardi Florist greenhouses in Roslindale when I was six years old. But you'd be amazed that creating amazing weddings and stunning florals starts at the bottom. My father has been an established florist in Boston for more than sixty years. His best advice has always been, 'never hire anyone who cannot sweep the floor,'.
I strongly suggest starting at the bottom, sweeping floors, cleaning roses, assisting flower delivery drivers. Start as an intern or apprentice in any flower shop. Whether you are in a Boston florist or New York city flower shop, never lose sight that the basics are so important to provide with you a solid foundation for your career choice as a florist. I also believe that your career path as a florist should begin in a flower shop and not in someone's garage or design studio.
I am not knocking the design studio florist. As a matter of fact, some of the most elaborate floral displays and wedding flowers are created in these flower design warehouses. I suggest working in a flower shop because you will be a witness to all types of clients and their unique requests.
In a flower shop, you will learn how to wrap flowers, make corsages, design funeral tributes like rosaries, crosses and heart shapes of flowers. The more every day requests you fill for a client, the greater your skill set will be. You will also be forced to think on your feet when dealing with rushed and demanding clients on the retail sales floor of the flower shop.
Turnover in a flower shop is generally pretty high. New associates often have no idea that the job is so physically and mentally demanding. What the floral apprentice must learn is that paying your dues, working for little starting pay and working holidays can lead to a great career. As florists, we make a difference in people's lives. Florists share emotions. When someone dies, when someone is born, married, sad, celebrating a birthday, falling in love; your local florist becomes a part of your life.
If you cannot wait any longer and your visits to Craig's List are just let down for job openings then get on Twitter and follow @GetFloralJobs. Recently, they posted a job link for a florist in Boston. Check out these requirements, do you have what it takes ?
Ability to work well in fast-paced environment
Completing tasks in an efficient manner
Pleasant manner and outstanding customer service skills
Ability to work well with others as well as independently.
High level of enthusiasm and self-motivation
Team members manage the following responsibilities on a daily basis:
Provide excellent service to customers
Assist clients with product selection
Flower Preparation and Processing
Ability to take phone orders.
Making impressive outdoor displays daily
Please send your availability include hours, from Monday-Sunday. Candidate must be able to work 30-40 hours/wk including at least 1 weekend day.
At Exotic Flowers in Boston, we value the arts and literature. We are all about creating. Our mission is to enhance the lives of everyone who has any contact or interest in our florist.
- written by Boston Author, Suzie Canale
- You will be on the edge of your seat to find the killer of this murder mystery.
At sixteen pages, you will be asking yourself why this is not a movie.
Suzie is not only our favorite author, but my wife as well.
Download Your free short story here.
International Women's Day is celebrated throughout the world every year on March 8th. The Day traces its beginnings to the early 20th century as a result of the socialist movement. The holiday recognizes the social and political struggles that women have faced for centuries. It is also a chance for us all to show women how much we respect them and appreciate them.
The holiday stirs more emotions in some countries than others. The custom of giving the mimosa flower can be traced back to Italy around 1946. The flowers were intended to be given as a sign of respect and the mimosa's symbolism rivals that of a red rose on Valentine's day.
Mimosa's origin can be traced back to Australia. It arrived in Europe around 1820. The plant is quite invasive and should not be placed too close to other plants. Its blooms are often harvested for cut flowers, honey and oils for perfume. You may recognize the blossom at the premium cosmetic store, L'Occitane en Provence.
Many clients from Russia, Eastern Europe and Italy will often call or email to check on this fleeting flower's availability for March 8th. Mimosa has a lovely scent and Exotic Flowers in Boston will have Mimosa for sale on International Women's Day.
As florists in Boston, we are facing a fast changing economy. If the gift business is a pie, a florist's slice gets skinnier every day. We are getting bombarded by the supermarkets, the internet and the box stores. The consumer gets savvier and more demanding every day. What can every florist do to recapture market share ? Here are five tips from Exotic Flowers in Boston that have brought us increases in sales since the economy changed in 2007.
- Customer Experience - Email order confirmations, delivery confirmations, how your staff dresses; are your vans lettered ? How is your staff treating the client. As professional florists, we must look and act like professionals. How many times a day are you saying 'please' and 'thank you,' - not enough. Are you reaching out to clients with courtesy phone calls and personal hand written notes ?
- Special Occasions - Florists are in an occasion based gift giving business. Our average male clients gets flowers three times per year;Mother's Day, Valentine's Day and his anniversary. If we can get that person to buy just one more time for Christmas, Thanksgiving, or a birthday then we can increase sales by double digits.
- Packaging - How are your flower arrangements and bouquets presented? Hopefully you are treating every purchase as a gift. Tissue, gift boxes, and ribbon are all small extras that can set your florist a world apart from FTD and Costco. Take a look at J Crew, they even provide gift bags for gift cards. Are you making the gift wrapping a show ? Think of the man who shines shoes, that snap of the towel is purely show and does nothing to shine a shoe.
- Storefront - do you have a dynamic storefront ? Do clients feel welcome ? Are you a member of the community ? Do you offer new varieties of flowers to create interest ? Are you enticing a return visit with your service and product ? Forget the coupons. Clients that are loyal on price are not loyal for long. Create buzz and offer the unexpected. On Valentine's Day 2013, we had former Baywatch star Traci Bingham at the store helping clients. Customers are still talking about it six months later.
- Social Media - take some time and engage your clients on line. Blog to entertain and educate. Share digital images regulary. Join the conversation online. Most importantly, leave the store. Go to the bank. Be seen transacting business in your community and do not be shy about driving your lettered company vehicle. It is some of the best advertising you can do.
Who says flowers don't belong in baseball? Just ask Red Sox Jonny Gomes and Mike Napoli. They recently purchased flowers for their third base coach Brian Butterfield in Seattle. Since this purchase, the Red Sox have won four straight games and the flowers remained in the dugout for each game.
Infielder Jose Iglesias was given the charge of caring for the flowers and making sure they had safely made the trip from Seattle to Oakland.
On Friday, July 19th the Red Sox will host the Yankees at Fenway Park. I have already reached out to Napoli and Iglesias via twitter to offer Exotic Flowers in Boston delivery service to the dugout for the second half of the season.
Let's hope the flowers bring a stroke of World Series fortune to the Red Sox.
Patriot's Day in Boston is filled with an abundance of activities for all Bostonians and New Englanders. From revolutionary battle reenactments to the 11am Red Sox game to the Boston Marathon, this day is a major holiday in Massachusetts. In 2013, Patriot's Day happens also to fall on April 15th. While April 15 is synonymous with Tax Day, this year it is also Jackie Robinson Day.
The Hitchhiker's Guide to the Galaxy tells us that 42 is the answer to everything in the universe. Perhaps. But today I just want to share the 42 things we love most about being a florist in Boston in honor of the great Jackie Robinson.
- The Swan Boats
- The Boston Marathon
- Heartbreak Hill
- The Celtics
- The Museum of Fine Arts
- Fenway Park
- The Zakim Bridge
- Arnold Arboretum
- Franklin Park Zoo
- Santarpio's Pizza
- New Kids on the Block
- Paul Revere's House
- The North End
- Bunker Hill Monument
- The Freedom Trail
- Athens of America
- Hospitals in Boston
- Roxbury Latin School
- Sam Adams
- USS Constitution
- The Bruins
- Pizzeria Regina
- Mike's Pastry
- The Public Gardens
- Baked Beans
- Union Oyster House
- The Holocaust Memorial
- Castle Island
- Gardner Museum
- Boston Pops
- JFK Library
- Newbury Street
- The ICA
- Red Sox
- New Edition
- Faneuil Hall
- Walking City
- we 'Pahk ah cahs'
- Forest Hills Cemetery
Baywatch was a pop culture phenomenon and remained on television for more than ten years as one of the most popular TV shows in the world. From 1996-1998, Cambridge native Traci Bingham played the role of lifeguard Jordan Tate on the hit show.
After a successful career in Hollywood, Traci has returned to her Boston roots. Traci remains at the top of every A-list in Boston. Actress, reality TV star, spokesmodel and Playboy model, Traci Bingham personifies the Exotic Flowers' vision statement of 'Reaction Guaranteed,'.
This Valentine's Day, Boston's Premier Florist is proud to work with Baywatch Star Traci Bingham as our very own Qupid. Traci loves flowers and really loves the flowers at Exotic Flowers in Boston. One of Traci's recent tweets lavished praise for her recent flowers from ExoticFlowers. ":
@TRACIBINGHAM #BEAUTIFUL #FLOWERS! @RICKCANALE!!! #Exoticflowers.com #LOVE!!!http://instagr.am/p/Uboq3LrmL4/ " You Do the BEST!!"
As Exotic Flowers' Qupid, Traci will be tweeting about Exotic Flowers in Boston and the benefits of having beautiful flowers for the most romantic day of the year. Traci will promote her relationship with Exotic Flowers on all her social media pages as well tweet daily the week of Valentine's Day. Traci will make a personal appearance at Exotic Flowers headquarters at 609 American Legion Highway in Roslindale on Valentine's Day from 2pm-4pm. She will be available for meet and greet, autographs, fan photos and even assist clients in helping select the perfect flowers.
At Exotic Flowers, we continue to be on the cutting edge of the flower business in Boston. We strive to bring new ideas, exciting in store events and the best flowers in Boston.
If Exotic Flowers in Boston wins the $550 million dollar jackpot in Powerball tonight, rest assured your December orders will be filled. Don't worry your Christmas traditions from Exotic Flowers will remain through 2012.
After Christmas however, the staff at Exotic Flowers would be bringing more than beautiful flowers with a half a billion dollars.
- we would have to turn the current flower shop in Roslindale into a year round Boston Botanical Garden which would be free to the public and kept in trust for the flower lovers in Boston.
- local Boston churches, charities and schools who have been so kind to Exotic Flowers over the years will be rewarded handsomely.
- the staff at Exotic Flowers in Boston would be handsomely rewarded and go on much deserved vacation.
- a concerted effort would be made to work with The Women's Locker Room Foundation in helping homeless women.
- and of course there will be lots of free flowers and roses for all our Boston clients until we close the doors.