Steven Buckwald, a florist to the stars and owner of Surroundings Flowers, has an ambitious plan to become a wholesaler to the masses, opening up 25 shops across Manhattan and selling the same high quality cut flowers he uses for his arrangements. He recently relocated his floral design business to Harlem and opened his first wholesale location on the UWS. This past week I decided to take a look at the first shop over at 2207 Broadway, by the Apthorp...
The wholesale locations will not arrange flowers or do the event planning that his Harlem shop will specialize in. They'll only focus on selling bunches at a good price. You will even have to strip your own thorns off the roses - but they'll only cost you $18 for 25. And they do sell the rose stripper (left). Not a bad trade: volume and no frills in exchange for quality flowers. Perfect for someone wanting to pick up a quick bunch or arrange their own flowers. And it is worth noting that they also sell orchids at reasonable prices. I would call ahead, though, to make sure they have any (212-873-0348).
The one wish I would have is that eventually Mr. Buckwald uses the influence of his 25 shops and national chain to show people what high quality means, as well as convince growers and suppliers that this does matter to consumers. Show us where the flowers come from (to be fair Surroundings does have country of origin listed on some of the signs) and under what certification they were grown. Let us know if they are organic, sustainable, or fair trade. If they are from New Zealand or Holland what does that mean to the consumer? If people understand what high quality means and have a place to buy it at a fair price I imagine they would choose that option more often than the deli. I would.
And here is a sampling below of just a few flowers they had on the day I passed by. I bought wonderful peonies. The blackberries, though, were a surprising find. I will definitely be stopping by when I am in the neighborhood and will be looking for the other forthcoming locations!
matt at apartment therapy dot com
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Comments (5)
I now am officially envious of everyone in New York...
The rest of us poor urbanites wil have to continue to make due with overpriced, mediocre blooms until his empire expands.
Don’t be so envious.
I’m so sorry to have to say negative things about a local merchant, but the people who own Surroundings or run this flower shop for them on the Upper West Side have never been friendly, helpful or fairly priced. I live in the neighborhood and they are not the flower shop I use!
I buy flowers weekly and send flowers at every opportunity and excuse I have. I use a local shop on the east side.
So now we are going to have 25 clones of nasty overpriced flower stores!
In Manhattan we are fortunate that anyone with any budget can purchase fresh inexpensive flowers on every corner Korean owned grocery stores.
I can’t imagine that Surrounding will do well with this idea of expanding if they don’t change the model of nasy customer service.
Dewi,
Was this your experience at the new Surroundings Wholesale on 78th? The prices we saw there were very reasonable and everyone there was very friendly both times we stopped. I think the manager's name was Amanda and she even was teaching a new assistant how to handle flowers and help customers. The prices were comparable to the delis in many cases, or just a little higher. And the point is that you are buying flowers that may smell better, last longer, and/or be grown under better or safer conditions than the flowers the delis are offering. My hope is that Surroundings goes a step further and shows us why their flowers are 'high quality'. Much in the same way that coffee places tell you exactly why Fair Trade coffees are better for everyone.
You are right - I have gone into plenty of places that are less than thrilled to drop their shears and help me. And it is either 1) because they are stressed about a huge order they are working on and need to get out the door, or 2) because I am not there to order bouquets for a wedding or big event - I just want a bunch or a stem. So I'm happy to see a place like Surroundings Wholesale because they are there to only do exactly that. No weddings, no big events, no reason to hate you for just wanting a stem. And the product is good.
I love hearing about flower shops that somehow treat everyone well, by the way. I have a few in the city that I adore for that. If you have one that you can recommend for that reason, please do drop a line and let me know.
I don't mean to be snippy so I hope this isn't taken this way, but "wholesale" means resell to the trade, usually in bulk and at a discount, and "retail" means to the public. So they are going "retail" by opening shops to the public, regardless of how they sell the flowers.
I have never posted a comment before, but I have to defend Surroundings. I've visted the "wholesale" Surroundings location at 78th twice, and found the staff to be extraordinarily helpful and friendly. The price points are extremely fair, seeing that the product is so terrific. The flowers I have purchased have lasted a long time. It's a treat to stop by on my way home from work.