| Featured Designer Always Flowers and Events More than 85% of the 168,000 tons of fresh-cut flowers imported annually into the United States go through Miami’s International Airport (MIA). A typical day at MIA sees 32,500 boxes of flowers. When Valentine’s Day or Mother’s Day are on the horizon, that amount soars to close to 35 plane-loads daily. With this much product so readily available, Miami has its share of prominent florists. ALWAYS FLOWERS AND EVENTS, with locations in the posh Four Seasons Hotel Miami and in Miami’s Design District, is one of the more renowned. In fact, when asked about their proudest floral achievement, President Karen Cohen answers, “Our reputation.” Early in her career while living in New Orleans’s French Quarter, Karen knew she wanted her own business. When she moved to Miami and hooked up with a business partner whose father worked in the floral industry, the concept and reality of ALWAYS FLOWERS AND EVENTS was born – to create high-end floral masterpieces intended for discriminating clientele. Miami has dramatically changed since that time, and ALWAYS FLOWERS AND EVENTS has evolved right along with it. “Our city has really expanded culturally and artistically in the past 10 years. Our development in style has been influenced by all of those changes. Currently, we are leading to a more eclectic style of design. The design is based on combining different styles, textures and shapes. We are not inspired by the cookie cutter concept of events.” Being in Miami has a direct impact on the designs Karen creates as well the actual flowers she uses in those designs. “We are very influenced by the ocean and all of the outdoor venues that Miami offers. We are also lucky to be located in the hub of where South American flowers enter the country. There is always product available for us in Miami. We do need to be careful with flowers such as gardenias and anemones, however, because of our heat and humidity.” Even with extreme temperature conditions, Karen feels that it’s important to be open to products that she may not work with every day. “Most people that sell to us know that if they have something in their inventory that is new and different, chances are I will want to try it.” It’s a great way to keep up with new techniques and new flowers, and to generate enthusiasm about creating different styles. How else does she stay excited about her work? “The clients are our main inspiration and motivation for staying excited. Every event has its own personality. Every time a client calls me after an event to tell me that we created to the success of their event, it is definitely memorable for me.” And there have been many memorable moments. “We did a wedding for 1000 people with only a month notice. We actually worked out of the Mayesh Miami location, which was near the event’s site. This ensured for a smooth and organized production. My staff was unbelievable. We didn’t sleep for days.” From colossal in scale to personally touching… “We did a Bar Mitzvah for a boy I hadn’t met until the night of his party. He came up to me about 4 times and just hugged and thanked me. I will never forget the gratitude he showed for his age. It really touched me.” It’s no surprise that the economy will be one of the biggest challenges in 2009. At ALWAYS FLOWERS AND EVENTS, the key to facing it is stressing the importance of listening to customers and then delivering what’s expected. “People want to know exactly what they are getting and are not leaving much up to surprise.” It’s this attention to valuing customer relationships – beyond desirable design and outstanding product – that will separate the successful floral enterprises from the rest. Finally, when asked what’s the best thing about being alive today
in spite of the economic challenges, Karen responds with a disposition
as sunny as ALWAYS FLOWERS AND EVENTS bright Sunshine State location,
“I’ve got my health and my loved ones.” Sage words for
all of us to consider.
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