“Hospital bedding isn’t very nice,
and these blankets are soft, tactile and comforting,” says Wendy. “They also pair really well with balloons as gifts for men.” The florist’s search for meaningful
ways to enhance the customer experi- ence didn’t stop there. When Rockcastle Florist transi-
tioned to a design center model, the business had extra retail space to fill. Around the same time, a friend who occasionally created custom cakes for the shop was looking for a new loca- tion. Today, the baker occupies roughly one-third of the studio’s retail area. “We carry three of her signature
cakes, a variety of cupcakes and seasonal specialties on our website,” says Wendy. “Being able to deliver birthday flowers alongside a cake and a bottle of wine takes our gifting to another level.” The florist has even created an
entire section of its website devoted to comfort. Along with flowers and plush blankets, customers can order thoughtfully curated gifts such as a get-well basket stocked with tea, soup, honey and cozy socks, or a chemo care basket featuring unscented shea cream, soap, lip balm and cuticle balm. Seasonal pies have become
another customer favorite. Wendy sources them from a local bakery that began as a job-training program for students with special needs. “We order pies every week and
freeze them so we can pull them as orders come in,” she explains. For Wendy, expanding beyond
flowers has never been about simply adding products to the shelves. It’s about helping customers express care in meaningful ways. “Just like flowers, these products
allow people to send positive vibes and hugs when they can’t be there in person,” says Wendy. “That’s what creates an emotional connec- tion — that’s what we are ultimately providing.”
Jennifer Sperry is a contributing writer for Floral Management who focuses on lifestyles, florals, and interiors.
The magazine of the Society of American Florists (SAF) 9
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