My mother, Marina Rivas Pijuan, My sister, Rosamarie Pijuan Leon, My sister, Becky lvelize Fuentes, My wife, Corrine François-Pijuan, who inspired me from the beginning as an artist and in my floral endeavors.
No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form by any means–electronic, mechanical, photocopy, recording, or other–except for brief quotations in printed reviews, without prior permission of the author.
First Edition
Hardcover ISBN: 979-8-8229-1860-3
Paperback ISBN: 979-8-8229-2669-1
eBook ISBN: 979-8-8229-2895-4
Introduction
Welcome to a captivating account of the history of the Floral District in New York City, from its humble, scrappy beginnings to its present-day, and still scrappy, landmark community
Through the pages of this book, you’ll discover the fascinating journey of growth and development that this eclectic community has undergone over time Flowers play an essential role in our lives, yet we may not always realize it The US floral industry boasts a rich history, fueled by generations of botanists, farmers, designers, marketers, retailers, and passionate individuals
This history celebrates not only commerce but the interwoven tapestry of nature and creativity, which beautifies and expresses all the joys and sorrows of human experience From birth to death, flowers mark the celebrations and milestones in our lives
Our primary goal with this book is to enhance awareness of, and help drive customers to, the roughly 30,000 businesses involved in the $5 billion US floral industry
Our hope is to form a more centralized marketplace that connects floral businesses and customers, both wholesale and retail We are also working toward creating legislation that will ensure the economic stability and survival of a centralized floral district in New York
We urge you to support the Floral District by purchasing flowers from local florists and nurseries By doing so, you’ll not only be supporting small businesses, but you will be helping to bring more beauty into an often bleak and sterile world
Vibrant Beginnings
New York City has always had a lively trade in flowers In the colonial era, farmers would sell flowers alongside produce in venues like the West Canal Street market, which extended from Washington Street to Fulton and Chambers Streets It wasn’t until the beginning of the 1850s that floral districts sprouted up, with the creation of the West Canal Street Floral Market
Flowers were essential to everyday life in early city history New York had severe odor issues during the mid-1800s due to poor sanitation During this time, people would say they could smell Manhattan three miles away So having fresh flowers in their homes masked the scent from the fetid streets Similarly, restaurants would use flowers at tables to mask their clients’ body scent due to lack of good hygiene
Canal Street Floral Market, left and above, 1871
During these years, there was no way to order flowers in advance One could only show up at the market and see what vendors had obtained from nurseries or gardens During this time, getting fresh cut flowers was especially a luxury—they wouldn’t last that long and were hard to maintain since there was no refrigeration at the time For this reason, potted plants were extremely popular But they, too, were seasonal and thus often unavailable because of the weather
(Left, 1880s Canal Street Flower Market)
From the 1870s through 1930, Manhattan was transforming, solidifying itself as the commercial and cultural capital of the US A post–Civil War surge in economic activity saw the large bulk of US imports entering New York Harbor The growth of factories, finance, and immigration was accompanied by a surge in demand for more housing, office space, and public spaces With demand rising for flowers and other decorative plants, the floral market became very competitive Florists sometimes went to court over who had dibs on prime corner spot locations
The Union Square Flower Market was established on Saturday, April 11, 1891 By 1900, there were 237 greenhouses growing flowers in New York State This increased the variety of flowers sold at the Union Square market and brought down the cost Roses sold for $1 a dozen, azalea plants started at $3 50 each, and potted Boston ferns sold for $1 Most flowers came from local farms in Long Island, rural New York State counties, and New Jersey
During the late 1800s and early 1900s, florist clubs and associations had emerged, allowing them to order in larger shipments This helped florists to reach greenhouses and nurseries as far away as Massachusetts, Kentucky, Kansas, Illinois, and Florida The floral business was booming
azalea, chrysanthemums, hydrangeas, and daisy plants (above).
Easter Weekend at Union Square
c. 1900 at Union Square
Floral Market (above). Young boys looking for work. They would earn a couple of pennies for floral delivery. They were also ready to give a nickel shoeshine if the opportunity presented itself. The potted azaleas were $3.50 each.
Park
Blooming Time: A Floral Journey with Our Expert Florists
James François-Pijuan
During the 1900s, florists in New York City prospered due to a combination of several factors
Growing demand: The early 1900s saw a rise in demand for flowers as people started using them for decorative purposes This trend was particularly evident in New York City, where the wealth of the city’s residents meant that there was a significant market for luxury goods, including flowers In 1887, the New York Florist Club was established and grew momentum during the early 1900s to over a thousand members They were the vendors that only New Yorkers purchased from Expansion of the city: New York City experienced significant expansion during the 1900s, which created more opportunities for florists to establish themselves and grow their businesses As the city grew, so did the number of businesses and households that required floral arrangements for various occasions, including weddings, funerals, and other special events
Access to transportation: The city’s transportation infrastructure improved during the 1900s, which made it easier for florists to access flowers from other parts of the country and even overseas Improved transportation allowed florists to import exotic flowers and create unique floral arrangements that set them apart from their competitors
Innovation in floral design: Florists in New York City were known for their innovative floral designs, which helped to attract more customers Some of the leading florists of the time, such as Constance Spry and Eleanor Roosevelt’s favorite florist, Elizabeth Arden, were based in the city and were known for their creativity
Immigration: With a continued growth in immigration came florists from around the world Immigrants brought their own floral traditions and interpretations to the industry, helping to create a more vibrant industry
James François-Pijuan
1922 Floral Sensation: Louise’s Flower Shop Takes
New York City by Storm with Mobile Flower Show
Silk Flower Trade
A Lifeline for Struggling Immigrant Families in the Early 1900s
Documented Italian immigrants constituted a significant portion of the tenement-dwelling families in Manhattan’s Lower East Side Struggling to survive, these families turned to the floral industry as a lifeline Faced with steep rents that could soar as high as $7–10 per month, making ends meet was a constant challenge Their average weekly income, often dependent on the collective efforts of the entire family, amounted to a mere $3, with each member collaborating to create twenty bunches of flowers, earning around forty cents in total The process involved hand making paper petals, leaves, and stems, which were then combined to form intricate floral arrangements These paper flowers were highly sought after as a luxurious and sophisticated decoration for homes, theaters, and public spaces, providing a source of income for many immigrant families
Amid the immense hardships endured by immigrant communities, the floral industry offered a ray of hope, providing these families with a means to sustain themselves Their resilience and determination became evident as they embraced the opportunities presented by the floral trade
The attached images provide a glimpse into the lives of Italian families living in the Lower East Side’s Little Italy during the early 1900s These photographs serve as poignant reminders of the struggles, dreams, and unwavering spirit that defined the daily existence of these immigrant families
In the late 1800s and early 1900s, the New York Florist Club participated with numerous floral industry shows, which were held annually These shows were often organized as fundraisers for various causes, such as the German and Orthopedic Hospitals, and aimed to promote the floral industry
Many organizations used flowers during the spring to raise money. Around 1916, the women’s suffrage movement sold flowers, which they purchased at the Union Square Floral Market, from cars as they drove around the city.
During the early 1900s, New York City’s affluent residents embraced the beauty and charm of greenhouses and floral stands in bustling markets. The Astor Market, situated at the intersection of 95th Street and Broadway, was one such beloved destination.
In 1887, the New York Florist Club and the Horticultural Club joined forces to produce a remarkable exhibition at the Metropolitan Op era House (right image), showcasing the impressive creativity and skill of the florists and horticulturists involved This event was attended by high-society patrons who were left in awe by the displays The successful collaboration served as a powerful demonstration of the benefits of partnerships and community in the world of floristry To meet their needs, the Floral District served as the main supplier for the club
In the late 1890s, wholesale cut flower companies gradually began relocating to 28th Street and its surrounding areas in New York The New York Florist Club headquarters, located nearby on 23rd Street, played a pivotal role in this migration by influencing florists to move their businesses to the area It was during this time that George E Bradshaw and John R Hartman established one of the very first Wholesale Florists company in 1891, setting up shop at 53 West 28th Street His shop is shown at right
The emergence of cut flowers can be traced back to the mid to late 1800s when the innovation of yearlong greenhouses paved the way for florists to grow flowers year-round This marked a turning point in the industry, leading to an incredible selection of floral varieties
The demand for fresh cut flowers skyrocketed among the hyper-rich for their homes, weddings, and everyday affairs, leading to an exponential growth in the industry over a twenty-year period The wholesale companies capitalized on this opportunity, expanding their operations and generating enormous wealth In the late nineteenth century, the Cut Flower Exchange was established, which further revolutionized the industry by streamlining the distribution of cut flowers from growers to retailers
John W Scallen revolutionized New York’s floral business through his use of a prize-winning delivery wagon, which was quicker and lighter than his competitors’ wagons Scallen ran his shop from the prestigious Hotel Imperial on Broadway and 31 Street Renowned for its unparalleled excellence, Scallen’s wagon was a pinnacle of innovation and craftsmanship for its era
Establishing his business in 1876, Scallen flourished as a prominent figure in the floral industry until 1903
The Humble Giant
John Donaldson, president and one of the founders of the New York Flower Exchange, was born on July 12, 1855, in Scotland The son of a farmer, Donaldson got his start as a gardening apprentice before working at Duff House, the estate of Duke Fife, a close relative of the British royal family
After working on private estates for a couple of years, Donaldson worked for Veitch Nurseries before joining London’s Zoological Gardens at Regent Park After heading to New York, Donaldson got a job with William Wilson, a well-known lily grower in Astoria, Long Island
In 1889 Donaldson started his own nurseries, growing carnations, lilies, ivory, bonnaffon, Halliday, and Mrs Jerome Jone Mums in Elmhurst, Long Island By 1912, Donaldson was worth the equivalent of $10 million and owned three 300-foot greenhouses loaded with plants
During the mid-1800s, Long Island’s floral farms and nurseries played a pivotal role in supplying a significant portion of cut flowers and plants to both wholesale and retail companies These delicate blooms were meticulously packed in wooden crates and preserved with ice until the early 1960s They embarked on a journey via ferry from Long Island City to the bustling piers at East 34th Street, where a vibrant flower market awaited the florists With 150 stand holders and an additional fifty stands available for rent, the market thrived, supported by fifteen commission men who facilitated orders Entry fees and charges were customary for securing selling spots in this bustling marketplace
The growth of the cut flower industry owes its origins to the introduction of yearlong greenhouses in the mid to late 1800s These innovative structures revolutionized the industry, allowing florists to cultivate flowers throughout the year Advancements in heating technology further extended the availability of fresh blooms, resulting in an impressive variety of floral offerings
At the heart of this flourishing trade was the New York Cut Flower Commission, an essential group of growers This commission played a vital role in ensuring the smooth sale and distribution of fresh flowers to wholesale companies Their coordination and expertise ensured a seamless process from the growers to the eager hands of wholesale buyers
In 1875, the headquarters of the New York Cut Flower Commission stood proudly at 119–121 West 23rd Street in the bustling city of New York The flower industry thrived during this period, with numerous growers and sellers actively participating in the trade
The Cut Flower Exchange emerged as a vibrant hub for the trade of cut flowers between wholesale and retail companies In the 1860s, it reported an impressive average annual sales figure of $96,000, equivalent to approximately $3,419,085 71 in today’s currency The primary wholesale area extended from 23rd to 30th Streets, nestled between Broadway and Sixth Avenue The late 1890s witnessed an annual trade volume of $2,500,000, which in today’s terms would amount to approximately $89,038,690 48
In 1891, the New York Cut Flower Company transformed into the Cut Flower Exchange, relocating from its previous address at 404–412 East 34th Street It found its new home in the Coogan Building at 776 6th Avenue on 26th Street, where it would thrive for the next six decades Each morning, the ringing of a bell would signal the opening of the market, inviting retail florists and floral peddlers into the bustling space By the 1940s, West 28th Street gradually emerged as the vibrant Floral District, benefiting from the patronage of affluent clients who flocked to the area to purchase luxurious fur coats This surge in foot traffic translated into increased sales for florists and wholesale companies in the vicinity
Vintage Advertisements from 1900: Wholesale Cut Flower Companies
John H Small & Sons florist, a pioneer in floral decoration, established their presence at 1153 Broadway between 26th and 27th Streets With a legacy spanning several decades, they played a significant role in shaping the floral industry Their journey began in the 1870s when they opened their first store in Washington, DC
Known for their innovative approach to floral design, John H Small & Sons set new standards for creativity and craftsmanship Their dedication to delivering exceptional arrangements and impeccable service earned them a reputation as a trusted name in the field Throughout their existence, John H Small & Sons continued to evolve and adapt to the changing trends and demands of the industry Their commitment to excellence and their ability to stay ahead of the curve ensured their continued success and garnered the loyalty of a diverse clientele
With their shop located at 1153 Broadway, John H Small & Sons became a go-to destination for those seeking
exquisite floral decorations and personalized service Their contributions to the floral community and their commitment to pushing boundaries in design and customer experience make them a remarkable presence in the history of floristry
Florist and Champion of Racial Equality of the Floral District
Thorley’s first shop at 1173 Broadway, between 27th and 28th Streets, Coleman building (right)
During the Gilded Age of New York City, Charles F Thorley emerged as a prominent figure in the florist industry Renowned for his exquisite floral arrangements, his work graced the most exclusive events and prestigious venues, including the Vanderbilt family homes and the Waldorf Astoria hotel
However, Thorley’s influence extended well beyond his artistic talent In an era characterized by racial prejudices, he defied societal norms by employing an all–African American staff, a rarity in an industry predominantly led by white individuals This groundbreaking decision not only revolutionized the field but also served as a testament to Thorley’s personal beliefs and experiences
During the late nineteenth century, the African American community in New York City contributed a pool of skilled laborers across various trades, including floristry Thorley recognized the talent within this community and provided opportunities for Black individuals to thrive In a society plagued by discrimination and segregation, his actions were bold and commendable Today, Thorley’s legacy as a florist and advocate for racial equality continues to inspire His individual acts of courage and unwavering belief in the inherent value of all people demonstrate the power of one person’s determination to create a ripple of change that resonates throughout history It is worth noting that Thorley embarked on his journey at the age of eighteen with his first shop located at 1173 Broadway, between 27th and 28th Streets This is where he established his reputation and began pioneering the long-stem fashion Later, he expanded his presence in the industry by opening his second shop on 46th Street and 5th Avenue Additionally, Thorley’s generosity with providing flowers to his clients exemplified his commitment to excellence and customer satisfaction
His first shop at the age of eighteen was at 1173 Broadway; this is where he made his claim to fame.
The second shop he opened was on 46th Street and 5th Avenue (right).
The New York Florist Club helped raise funds for various charities through a seventy-year period It’s humbling to see the work they produced with such love and devotion with the cooperation of the Horticulture Society of New York
Thomas Young Orchids is the most famous hybrid-orchard producer in the United States family has been in business since 1885 During the 1940s through the 1960s, Young would place pro motional flyers—with information about varieties of orchids, and suggestions on how to style them for events—in the flower boxes at retail florists Thomas Young was the reason why orchids became a fashion statement and a symbol of luxury during this era So much so that a woman never went to a formal event without her orchid corsage during these years Three generations later, the company continues to grow these amazing orchids
A woman never went to a formal event without her orchid corsage during this era. Edith Wilson and Eleanor Roosevelt (right) ordered exclusively from Mr. Young’s company, which obtained world-renowned fame.
Photo credit: Superior Florist shop
Attendees of these shows numbered over 100,000 a week March 22, 1903, the admission price for that year’s International Flower Show was fifty cents for adults and twenty-five cents for children In 1913, the admission fee was one dollar for adults and fifty cents for children The International Flower Show was not held every year during the 1900s It was first held in 1890, and subsequent shows were held periodically
The New York Flower Club used some of the funds for scholarships and loans for students wanting to take up the trade in such colleges as Cornell, Rutgers, and the Farmingdale Institution
International Flower Show 1935–1936
During the 1950s, there were many orchid admirers in New York City who flocked to the bustling district to see what new varieties were available The district had expanded significantly, and it was a popular destination for flower enthusiasts from all over the city
However, the district had strict standards when it came to selling flowers Wholesale companies would only sell to licensed florists who had the proper certifications This ensured that the flowers were being sold to professionals who knew how to properly care for them and create beautiful arrangements for their clients
Despite the strict requirements, the district remained a hub of activity for orchid lovers and florists alike, with new and exciting varieties constantly being introduced to the market For those who were passionate about flowers, the district was a must-visit destination, full of beauty and inspiration at every turn
For over forty years, the Wholesale Cut Flower Protective Association provided protection for the wholesale district Only florists with permits were allowed to purchase flowers from the wholesale companies The New York Flower Market was formed for the florists and traders of the area
influence In the post-WWII era, some florists adopted the “sex sells” marketing trends in vogue at the time
Superior Florist
A Three-Generation Legacy: From the 1930s to the Present
Sam (above) and his son Steven (right) run the shop. They created amazing works of art. They are pillars in the Floral District and are legends.
Louis Rosenberg (right) founded Superior Wholesale Flowers in the 1930s, but in the 1940s he made the decision to transition the business into a florist shop.
Located at 828 6th Avenue, between 28th and 29th Streets, it is now the oldest florist shop in New York Floral District.
Three generations, top left is Sam (son), Jennings (family friend in the center), Steven (grandson), and Louis Rosenberg at the bottom.
Louis’s son, Sam, was lending a hand with New York’s grandest holiday, Easter.
Before and Now Images of the District
As you can see, despite changes in ownership, some floral businesses on 6th Avenue in the Floral District are still standing and thriving The industry’s spirit remains strong One of the oldest establishments on this side of the street is George Rallis Wholesale Florist, which has been operating for three generations since the 1940s The next oldest is US Evergreens, which has been in business for two generations since the 1970s
Above: 103 West 28th NY Floral Supply has been there since the early 1900s.
In 1854, a school was constructed at 120 West 28th Street, making it one of the oldest public school buildings in New York City At that time, the area was still primarily residential and lacked the commercial and industrial development that would later define it However, by the 1930s, the surrounding block had undergone significant changes and was now home to a variety of businesses, including furriers, garment stores, saloons, and florists Despite these changes, Schoolhouse No 48 remained an important fixture in the community, providing education to generations of students
Today, the ground floor of the school building has been repurposed to house several wholesale flower businesses, including G Page Wholesale Flowers, Caribbean Cuts, AbraFlora, and Foliage Garden Plants Meanwhile, the upper floors are rented out to floral designers who use them as production studios
It’s remarkable to see how this building has adapted to changing times and needs, from its origins as a public school to its current use as a hub for the floral industry Through it all, Schoolhouse No 48 has remained an important part of the fabric of New York City’s history and development
Today’s Floral District Wholesale Businesses
George Rallis Wholesale Florist
803 6th Avenue, 5:00–11:00 a m (212) 989-4747
www grwf com
George Rallis’s wholesale business has been operating in the district since the mid-1930s, with three generations owning and managing it
The business specializes in selling standard cut flowers sourced from both domestic and international markets
Major Wholesale Florist Inc.
41 W 28th Street (212) 686-0368
Major Wholesale has been satisfying the needs of top florists and designers throughout the northeast coast for a half century Located in the heart of New York’s flower district, Major Wholesale provides a wide variety of services, from contracting flower walls to helping designers with various structures of greens
Caribbean Cuts Flowers & Foliage
120 W 28th Street, 7:00 a m to 1:00 p m
(212) 924-6969
www caribbeancuts com
Caribbean Cuts is the premier brand for tropical, exotics, and foliage in NYC’s Floral District and beyond As a family-owned wholesale and retail business, they supply unique flowers and foliage to some of the hottest venues and events in the US, all while reducing our carbon footprint With two proprietary farms in Puerto Rico just a three-hour flight away, they provide fresh and distinctive flowers quickly, ensuring a long shelf life
AbraFlora Wholesale Flowers LLC
120 West 28th Street
(212) 929-8264
https://abraflora myshopify com
AbraFlora is a family-owned wholesale floral business that takes pride in providing top-notch florals and greens from local farms all year-round They strongly believe in offering opportunities for beginners and treating everyone in the industry equally Moreover, AbraFlora is committed to giving back to their community by providing employment and training opportunities Their team is comprised of individuals from diverse cultural backgrounds, creating a rich and unique foundation for the industry
JRose Wholesale Flowers
117 W 28th Street, 5:00 a m to 12:00 p m (212) 564-0400
https://jrosewholesaleflowers com
JRose is currently a minority-owned-and-operated business located in the Floral District Since its establishment in 2012, the business has been known for offering unique and high-quality cut flowers from local farms
G. Page Wholesale Flowers
Subsidiary of New York Floral Group
120 W 28th Street, 5:00 a m to 12:00 p m (212) 741-8928
www nyfg nyc
G Page Wholesale Flowers is a high-end wholesale florist located in the heart of the NYC flower district They receive flowers from all over the world and ship throughout the United States
Associated Cut Flower Co.
131 West 28th Street, 5:00–11:00 a m (212) 695-6100
Associated Cut Flower Co , Inc has been in business since March 22, 1957 They sell fresh cut flowers, greens, branches, and more to professional florists, floral designers, event companies, and related trades They offer the widest variety of fresh cut flowers from all over the world including Australia, the Caribbean, Ecuador, France, Holland, Israel, Italy, New Zealand, and South Africa and the best of seasonal varieties from the United States
US Evergreens Inc.
805 6th Avenue, 5:00 a m to 12:00 p m (212) 741-5300
US Evergreens Inc is a vital source for florists and designers seeking natural items, offering an impressive selection of branches, greens, and other flora From trees and wreaths to bird nests and various mosses, they provide a wide array of options Additionally, they offer a diverse range of greenery, including cotton branches, vines, berries, cherry blossoms, and peonies By collaborating with local farms and operating their own, US Evergreens Inc has earned a reputation as a trustworthy market presence since the 1980s As an integral part of the industry, they have served the needs of florists and designers for years
FleuraMetz
141 W 28th Street, 5:00–11:00 a m (212) 643-6323
www fleurametz com/en/home
FleuraMetz USA can be considered one of the premier suppliers of cut flowers in the USA Their roots are in the Netherlands Dutch flowers are still an important feature in the floral trade They buy directly from growers and through all the floral auction houses in the Netherlands on a daily basis They also provide florals from local farms in New York and New Jersey
Dutch Flower Line, Inc.
Subsidiary of New York Floral Group
150 W 28th Street, 5:00-11:00 a m (212) 727-8600
Dutch Flower Line sources the highest-quality cut flowers from Holland and beyond, supporting small farms along the way www nyfg nyc
Dried and Preserved Floral Stores
Plants and Garden Stores
Welcome to Foliage Garden, a premier wholesale and retail source for orchids and potted plants, located in Manhattan’s famed flower market Incorporated in 1981, we are the market’s longest-tenured plant store Our distinctive orchids and plants are available for delivery in New York and the surrounding tri-state area upon request Foliage Garden is the only source in the city to maintain its own greenhouses, enabling our Manhattan shop to receive fresh shipments daily, and to supply a savvy New York market on demand Clientele includes retail flower shops, event planners, interior designers, restaurants, hotels, magazines, and corporate and private customers
Holiday Foliage Inc.
148 W 28th Street (646) 767-0055
Floral and Gardening Supplies
Central Floral Supply B & J Florist Supply
40 West 28th Street, 5:00 a m to 1:00 p m
103 West 28th Street (212) 686-7950 (212) 564-6086
For basic floral supplies, they are the best bet Formerly known as New York Floral Supply Glass vases, candles, and much more from 1910 to the 1980s, then changed owners The store has been selling supplies for over one hundred years
Vase Source
141 West 28th Street (212) 752-0424
At Vase Source, we’re constantly scouring the globe for pieces that capture us with dazzling designs, a spellbinding finish, or an irresistible texture
Jamali Floral & Garden Supply
149 West 28th Street (212) 244-4025
Today, Jamali Garden is a trusted, wholesale source for florists, wedding and event planners, stylists, caterers, hotels, restaurants, decorators, and set designers for exclusive decor, floral, home, holiday, lighting, and garden products
Planter Resource Inc.
150 West 28th Street (2) 206-7687
Garden specialist supplying vases, pottery, planters, and other landscape accents in various materials
Walking along the District...
The Floral District is a timeless wonderland that has captured the hearts of generations of New Yorkers A stroll through this enchanting neighborhood promises an unparalleled visual feast, with thousands of exquisite plants and cut flowers adorning every corner It’s a place that inspires, offering a welcome respite from the hustle and bustle of city life Allow your mind to wander as you bask in the intoxicating colors and scents of this extraordinary locale—a true gem of our city Early morning is the best time to view the flowers, 8:00–10:00 a m Since most of the cut flower wholesale companies sell only to florists and others in the trade, they close at 12 noon
These images in the following pages were taken during different seasons and in the mornings The plant stores are open from 6:00 a m to 5:00 p m , and most supply stores are open from 6:00 a m to 5:00 p m
We are currently engaged in a battle to preserve one of the country’s most unique and historic floral districts, and we are in need of your assistance Our efforts involve tackling soaring commercial rental rates, sanitation department ticketing of wholesalers, parking agent issues, commercial freight charges, and the encroachment of hotel developments Without your support, our cherished district may succumb to becoming just another lifeless block in New York City
However, there is reason for hope We are thrilled to announce the establishment of the NYC Historic Floral District Museum, the first of its kind This nonprofit organization aims to benefit not only New York’s florists and designers but also local businesses associated with, and independent of, the industry The museum will serve as a platform for small floral farms, educating children about the significance of the floral industry and its impact on local produce farms Additionally, it will provide job-training opportunities for young adults seeking to enter the industry Our commitment lies in effecting lasting change for both current and future generations, fostering community not only within our city but also worldwide
To transform this vision into reality, we urgently seek your support Please visit our website at www floralmuseum org to learn more about our cause and contribute to our fundraising efforts to secure a permanent home for the museum Show your support for local florists and purchase locally grown flowers to help preserve this invaluable gem of a district Together, let’s strive toward maintaining the vibrancy and prosperity of our community
Acknowledgments
Iam deeply grateful to the exceptional business owners of the 28th Street F loral District, whose invaluable contributions have shaped this book: special thanks to Steven Rosenberg of Superior Florist, Maryann Finegan of Foliage Garden, Joe Glaser of FleuraMetz, Naushad Abrahim of AbraFlora, Troy Baksh of JRose Wholesale Flowers, and the late Bruce Reiff of Central Floral Supply for their unwavering support and valuable insights
I extend my heartfelt appreciation to Darryl Rallis of George Rallis Inc , Jamali Floral & Garden Supplies, the late George John Kantakis II of Associated Cut Flower, Cas Trap of Dutch Flower Line, and Thomas Weisse of Caribbean Cuts for their contributions that have enriched this book
To each of these exceptional individuals and businesses, thank you for being an integral part of this transformative journey and for your dedication to the vibrant F loral District on 28th Street
About the Author
Introducing James François-Pijuan, a remarkably talented floral designer who has successfully run his own business, François-Pijuan Floral & Event Design Company, for over twentyfive years . His exemplary clientele includes heads of states and celebrities . With his creative flair and innovative outlook, James has mastered the art of floral design by continually deepening his knowledge and refining his craft . His passion for floral design began during his time as a bellman on the overnight shift at the Waldorf Astoria, where he experimented with discarded flowers to make unique and expressive floral sculptures . Since then, he has wholeheartedly immersed himself in learning and exploring different aspects of the craft . Beyond his love for floral design, James is committed to giving back to the floral community . He has created the first-ever online directory for New York’s Floral District, which can be found at NYC-floraldistrict .com, and volunteered to launch an online platform called Usedeventstuff com, designed to help recycle event goods for florists and event planners . He also helped coordinate the first-ever Floral District Mother’s Day Block Party to celebrate the industry and community . James has written a book to preserve the rich history of the Floral District and its community of artists and businesses . Currently, James is spearheading efforts to establish the first-ever floral museum, aptly named NYC Historic Floral District Museum, which will shine a spotlight on the industry’s special place in the city and the world . With his dedication and commitment to floral design and its community, the industry is sure to thrive and bloom for many years to come .
