European flair sets Sacramento florist apart

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European flair sets Sacramento florist apart

July 09, 2008

Besides a love of flowers, one thing florists have in common is being busy almost 24/7, even in the summer. Still, I’m on a mission to talk to as many as I can and I always enjoy it when I do.

I recently caught up with Claudia Fitzgerald of Fresh Cut Flowers in Sacramento (freshcutflorist.net, 1-800-488-5497/916-447-2001). Claudia has run this flower store for the last 10 years.

Here, she shares her insider’s insights.

Yellow lily

Q: How did you become a florist?
A: By accident. I was looking to buy a gift shop and the place I found had extra room – it’s a huge space: 1,488 square feet. So I hired a floral designer who earned her master’s degree in Holland. Her name is Liezet Arnold and 6 ½ years ago she became my business partner.

Q: What distinguishes you from your competition?
A: Having that European sense of style really sets us apart. I attribute our success to having a Dutch master designer as a co-owner. It helps us stay ahead of the curve. It’s interesting – over there, you wouldn’t dream of going to someone’s home without a bouquet of flowers.

Also, the bulk of our flower inventory is out on display, bunched by color, where people can come in and see and smell the flowers.

Q: Who’s a typical customer?
A: We’re downtown, across from the capitol, so lots of state clients, lobbyists. Also, hotels, restaurants, corporations. We do floral arrangements for the Hyatt Hotel here and we’ve been told that we’re the standard for all the Hyatts.

Q: What’s the best part of your job?
A: I like the interaction with people and we have a perfect location.

Q: What surprises you?
A: Last-minute requests. When people leave flower buying for a big event until the day before.

Q: What’s your favorite flower?
A: I like almost all flowers but I’ve come to appreciate tuberose. It reminds me of Hawaii and it smells lovely.

Flower Fact of the Day: Two sisters from Louisiana successfully turned their passion for flowers into a business called Les Dames des Fleurs. Read their story and see their YouTube video at: theind.com/index.php?option=com_content&task=view&id=2781&Itemid=1&ed=1033.

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