In the marketplace, just as in nature, flowers act as indicators of changing seasons.
Sales of discretionary items like roses and daisies tend to wither amid winds of a recession, and subsequently recover only when the storm has passed. If this holds true, then a couple of Vancouver-area florists are delivering good news along with their artful arrangements.
Debbie Mohagen, owner of The Flower Express in Orchards, said the economic slump drastically reduced sales from walk-in and call-in customers. Any remaining sales trended toward the less expensive. To remain viable, Mohagen said her company relied on traditional purchases, such as weddings, funerals and corporate accounts.
Now there are signs that things are picking up. During the last two quarters, Mohagen has seen a stable increase in orders.
"It was a struggle at times, but with things improving now, we're coming around the other side," she said.
Sheryl Malfait, owner of Flowers Washougal, said she has also seen an increase in orders, helped out by a successful summer of weddings.
Malfait, who opened Flowers Washougal in the midst of the economic downturn, said her struggles seemed similar to any new business; she was merely trying to grow a sustainable operation.
"I opened up three years ago at the height of everything falling apart," Malfait said. "And while I may not have been new to business, I was new to the flower business."
Malfait has focused on two things: hiring talented designers and supporting that quality with a customer-service focus. That focus afforded her the opportunity to purchase a second storefront – Haley's Flowers, in Camas.
"I mean, I hate to brag, but we've done some pretty fabulous things," Malfait said. "You're not going to walk into Safeway and get what you get here."
Mohagen cites service and artistry as major strengths in today's floristry environment as well. But to really stay competitive, she had to adjust her purchasing strategies by using approachably priced flowers, such as mums and carnations, and buying smaller batches more often to reduce waste.
Both florists agree – the best thing about flowers is their natural ability to make people smile, even in a down economy.
