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Assistant Managing Editor LONGMEADOW Bradford O. Parker Jr. has watched the florist business evolve over 50 years. The fact that his business is still open, let alone successful, may be a testament to his ability to adapt to the business climate. This month Longmeadow Flowers is celebrating its 50th anniversary and the community is invited to share in the last week of festivity. Since Dec. 2 the Longmeadow store has been hosting demonstrations, giveaways and samplings. On Dec. 18 Stonewall Kitchen will be at Longmeadow Flowers and there will be blueberry jam giveaways; Dec. 19 brings a Christopher Radko Sale -- receive 30 percent off; and on Dec. 20, there will be an ornament special. "We couldn't cover everything in one day or two days," Parker said about the 23-day celebration. "We decided to thank our customers. We've had giveaways from numerous companies and vendors, chocolates to fresh flowers ... the list just goes on." Out distancing that list is the lengthy history of the business. Founded in 1957 by Parker's father before he took the helms in 1961, Longmeadow Flowers has had many ups and downs as the industry continued to shift. "Back in the late 50s, early 60s, fresh flowers were a standard thing for special events, including birthdays and anniversaries. And as we changed, flowers became more of a regular occasion," Parker recalled. "The 70s had the advent of foliage plants of all types, not only in New England but all over the country, which brings up huge greenhouses for the developing of green plants. The problem with plants is that they require a lot of care, probably more care than people wanted to give. "In the 80s expansion was the human cry of the industry, which we of course fell into the trap of as well. We had seven stores in the area in a close network: Springfield, Longmeadow, and one in East Longmeadow and we moved that one to Wilbraham. And then we had one in West Springfield and one in Westfield and one in Agawam." Parker said none of them did that well simply because expansion did better in high populated areas. "I soon realized without the number of people required to support a flower shop it was difficult to maintain. We seemed to be returning back to specialized flowers, custom work for our clients and that wasn't possible in seven stores because we didn't have that kind of help in numbers," Parker explained. The business was also rated 60th in the nation during the 80s, but the high would soon dwindle. The 90s, Parker said, weren't so spectacular. "We had nothing but bad luck. It started with almost a life ending auto accident [for me]. Then a fire that burned the Allen Street location almost to the ground. While we were undergoing severe changes brought on by unnatural happenings, I decided that we were not going to do well. I was in a wheelchair at that point. So we gradually started eliminating various products from our categories," Parker said. "Supermarket flowers" like carnations and pompoms were no longer sold and they raised their prices so that they could concentrate on aspects such as floral design. Their average orders run $75 to $150. Parker also scaled down the number of stores to two main locations, one on Allen Street in Springfield and the other on Williams Street in Longmeadow. The new millennium brought competition from big box stores like Wal-Mart and Big Y. However, Parker has continued to have success because he has chosen to focus on what they do best: quality. Most of his products are from Holland, Chile, Ecuador and California. Parker has weathered the storm for the last 50 years and he's looking forward to the future. He isn't worried that big box stores, the Internet or flower ordering phone systems will darken his doorstep. He said those types of businesses have "really ruined the respect of florists and the quality that they produce. Unfortunately, I think most people [that use those services] don't consider it an important purchase. They don't care what they get as long as it's big and showy," he said. And of the florists that want to produce a unique and quality-oriented product regarding flowers for everyday and special occasions, "we are a limited few. That would be the group that we would be in." For more information on Longmeadow Flowers' 50th celebration drop in at 789 Williams St., call 739-6947 or visit www.longmeadowflowers.com. | ||||||
