Business & Tech

Valentine's Day at Holmdel Florist

A blur of activity behind the scenes for a family-owned business, on the busiest day of the year.

Holmdel is for lovers. Just ask George Allen Jr., and his wife and partner Dawn, who have been crazy busy these past three days arranging rose bouquets and exotic arrangements for sweethearts at their shop  at Holmdel Florist this Valentine's Day. 

"Our average daily volume might be 25 to 30 bouquets," said Allen, expertly slicing the ends off long stemmed roses with a sharp knife. "On Valentine's Day, we do ten-fold." 

Florists are under siege, as the economy has persuaded people to skip  Thanksgiving bouquets in favor for bowls of pine cones, Easter flowers are going the way of Easter bonnets, and every obituary includes those dreaded words, "In lieu of flowers...."

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For small business owners, "Valentines Day is a shot in the arm," said Allen. He also owns Amour Florists in Keyport and Middletown, and had eight drivers on the road today making deliveries. 

Allen started ordering in roses from South America four weeks ago: 2,000 red, and 600 colored. On Monday, Dawn Allen was juggling a constantly ringing phone and serving customers at the counter. Their longtime floral arranger, Annie Gladis of Old Bridge was in a never ending dance between the workbenches and the cold store room, sorting flowers, wrapping bouquets, and tying ribbons. 

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Gary Frost of Colts Neck stopped in to pick out a $75 bouquet of red roses, telling the Allens he just walked out of another florist that wanted $95 for a sad looking bunch. He left very happy. 

Shah Al-Amin, an account manager at Vonage in Holmdel, popped in around 2:30 for a gorgeous bouquet incorporating orange tiger lilies, his girlfriend's favorite. "I didn't forget," he said. "Actually, I knew there was a good florist here," he said. 


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