On my list of “Most Romantic Gifts, Ever” the top contender is a small bunch of peach-colored roses, still in their convenience-store plastic sleeve.

Don’t get me wrong, I’m hardly a cheap date – I enjoy luxe goodies as much as the next girl. But this little bunch of flowers had me weak in the knees; not for their value, but for the thought behind this particular bouquet. The roses, a gift from a visiting Italian, were presented to me on the third day of a week-long visit from this fellow. We had met at a friend’s party the year before, and had chatted only briefly.

The following year, Carlo found himself on his way to California and asked if he could see me. I was interested, but I wasn’t sure how much. He wined and dined me on those first two days, and I chalked up his avid attention to generic Italian-male behavior. That is, until day three and the aforementioned posies.

We met before dinner that evening and he presented me with the roses. As we sat sipping our wine, I had a sudden realization -“These roses are the same color as the one I was wearing in my hair when we met”. Carlo looked me right in the eye and said simply, “I know”. And with that, the lightning bolt struck. From that moment, I was totally gaga, a mushy, smitten puddle of goo. This simple act told me that this man had noticed me, really noticed me, and a year later still held our first meeting clearly in his mind.

And that, dear reader, is the first crucial step in the art of gift giving. A good gift tells the recipient that you know them. The ideal present is anything but generic; it reflects the true tastes and interests of the giftee. And in order to find that gift, all you need to do is pay attention. That, or do some expert sleuthing…

To be continued

In the book of financial and investment sayings, there is a special section called “The Classics.” None is more appropriate to describe the current state of floral design than “What a wise man does in the beginning, the fool does in the end.”

Brave pioneering florists made a break in the late 80′s and early 90′s from the “bigger is better ” school of design to “smaller is precious.” The tight paved look evolved into the low and lush style, both of which dominated the high end floral world at the turn of the century , and it is still going strong. The problem is, this style is starting to create the fool’s paradise – and now low end, mass market providers are copying the style. The low-end, copy cat, wannabees are using cheaper flowers, making the style ubiquitous and misleading to the consumer!

  I attribute 3 reasons for this. One, it is a great look and is suitable for most any occasion, so it is only natural for the low end providers to copy the high end (and courageous) trendsetters. Secondly, this style is easy to do and even clumsy hands can be trained to do a low and lush style. And three, this shape travels well in a delivery van, usually impervious to potholes, erratic driving habits and other stomach-churning road challenges.

Don’t misinterpret me, there is a thing called “taste” that separates all fine florists from “the others.” Color choices and flower types separate fine florists from the mass market providers. Right now, our select peonies are taking center stage – at the lower end that Pepto-Bismol pink one is prevalent. The differences between high end and low are more subtle now – but oh my what a big difference. Also, less couture florist will often take full faced flowers like large gerbera daisies or stargazer lilies accented with yucky liatris or wax flower in a delicate low and lush design. It is very wrong…and such a waste.

I am interested in what the new look is going to be at the high end. After a recent trip to New York City visiting many of our member florists, I believe there won’t be “just one look,” but instead the high end has evolved to a fractured one. Nevertheless, expensive simplicity will be the guiding principle of our fine florists’style.

I have wondered why premium flower arrangements cost so much – Over the past 10 years or so the styles have shrunk in size but the prices have soared. For a while there, I was passing the higher costs off to wage pressure, frictional business costs like local employee taxes & all the various insurances small businesses have to carry now but that still did not give me a satisfactory explanation.

I work with many of our San Francisco florists for my personal needs. They are all so talented, smart and have great integrity and style – but the price for a vase of peonies with accent flowers that still fit on a coffee table was $250 – albeit breathtakingly gorgeous – I would have thought the costs more like $150. On another occasion I asked for a silver urn I have to be filled with just white French Tulips – those are the ones that are large headed and long stems (as opposed to Dutch tulips which are smaller all around and thus less expensive). The urn takes about 50-60 tulips and it cost $400! What’s going on!

I decided to do an experiment – I would do it all myself.

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