Last November 5, 2010 at the WF&FSA Convention in Miami, FL, Winston Flowers, of Boston, MA, was awarded the 8th annual Retail Florist of the Year award, sponsored by WF&FSA and Florists' Review magazine. Jacobson Floral Supply, Boston, MA, nominated Winston Flowers and endorsed its entry in the contest.
Below is an excerpt from an article on Florists' Review magazine's June 2010 issue:
Winston Flowers: 2010 Retail Florist of the Year
"It all boils down to relationships. We pride ourselves on the quality of our work, but that’s a given. What’s more important [to our business] is our relationships with our staff, our clients and our vendors,” shares David Winston, who, along with his brother Ted Winston, co-owns Winston Flowers, winner of the 2010 “Retail Florist of the Year” contest. The contest is cosponsored by Florists’ Review and the Wholesale Florist & Florist Supplier Association (WF&FSA).
This third-generation business, with five flower shops, one flower shop/garden center, and a massive central design facility—all in the greater Boston area—was nominated by Jacobson, also in Boston, with whom the florist has cultivated a relationship for some 40 to 50 years. “My father bought from them, and my grandfather bought from them, so this is a great example of the kinds of relationships that are important to us and to our business,” David relates.
Over the years, what began as a humble venture involving a pushcart and flowers on Boston’s famous Newbury Street back in 1944 has been transformed into one of the city’s premier businesses, serving some of the region’s most affluent clientele. And the original store, in the tony shopping district, where the Winston brothers lived and learned from the generations before them, still stands as evidence of the enduring value of relationships.
stylish finds on any budget
Founder Robert Winston’s son Maynard is credited with transitioning the business from pushcart to retail store that served Boston’s well-heeled. Under his leadership, WinstonFlowers expanded from that single location
on Newbury Street to three full-service shops. Then, in 1988, when Maynard passed away, two of his four sons, David and Ted, took over and continued to expand the business, with additional locations and services.
Today, Winston Flowers is known as one of the city’s finest florists, serving the most luxurious hotels, chic restaurants, upscale boutiques and retailers, professional sports teams and, of course, anyone who loves flowers. “We do specialize in catering to high-end clients with customized services on the level of a five-star hotel, but we also pride ourselves on being very accessible for shoppers of all income levels,” assures David, “and we treat every customer with the same care and service, even if they’re spending only a few dollars,” he adds.
Despite that the shops are located in wealthy communities, chic shopping districts and Boston’s financial district, David assures that customers can find small plants for as little as $5; mixed bouquets “styled nicely for cash and carry” for $15; and arranged flowers, created by on-site designers, ranging from $20 to $150. Depending on location, however, other merchandise on display can run as high as $3,000 or possibly more.
new looks daily
The retail shops “wow” walk-in customers with their modern styling and displays. Because all other transactions go to the central design facility, the shops handle only walk-in sales, which account for one-third of the company’s overall revenues. Half of the walk-in sales are from an array of flowering and green plants and stylish floral accessories while the other half is fresh flowers, sold in gorgeous arrangements, bouquets and individual stems. Winston Flowers does not sell permanent or dried florals. Each retail outlet has a regular staff...(Read more about this article in the June 2010 issue of Florists' Review magazine.)