Hands On BY JENNIFER SPERRY AND AMANDA JEDLINSKY SNAPSHOT Wrapped in Comfort


MEANINGFUL MERCHANDISING Wendy Rockcastle of Rockcastle Florist in Rochester, New York, selects and displays merchandise that complements the emotional role of flowers, helping customers send comfort, care and connection through thoughtfully paired gifts.


> Customers may order flowers, but what they’re really trying to send is a feeling. Whether celebrating a birthday, supporting a friend through treatment or bright-


ening a hospital room, customers are often looking for ways to make someone feel cared for. At Rockcastle Florist, that insight has inspired a collection of complemen- tary gifts designed to deliver comfort, connection and support alongside flowers. That philosophy has guided the growth of the three-location New York business,


leading owners Wendy Rockcastle, AAF, and Keith Rockcastle to look beyond tradi- tional floral merchandise and identify products that complement the emotional role flowers already play in people’s lives. One of the first additions was a simple plush throw blanket. After seeing a similar


product during a visit to another florist, Wendy sourced a more affordable version to test with her customers. She ordered a dozen soft plush throws in light gray. They sold out within a week. “I kept reordering and adding new colors, and they’ve continued to be one of our


strongest sellers,” she says. The blankets align with consumers’ growing interest in self-care, but they’ve also


filled a practical need. They make thoughtful gifts in situations where flowers aren’t always appropriate, such as certain hospital units.


8 FLORAL MANAGEMENT | September/October 2026 | WWW.SAFNOW.ORG


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