When My City Magazine visited the flower shop, preparations were underway for a bustling Valentine’s Day – the warehouse was full of flowers being processed. Eighty-five percent of the flowers Vogt’s uses are grown in Columbia and Ecuador, but they also use sources in Florida, Hawaii and Canada. The most popular flower is the rose, without question. On Valentine’s Day, Vogt’s will sell between 15,000 and 20,000 roses. Over 100 staff members will man the shops and at least 37 delivery drivers will drive all over town. Inside the warehouse, 18 floral designers prepare arrangements and place them in an area that is turned into a cooler for pre-delivery storage. While the number of Valentine’s Day pre-orders is impressive, robust walk-in sales make the day even crazier. “It’s quite the day,” laughs Kreg, “but we do a really nice job for our cash-and-carry customers, too. They don’t get the short end of the stick.”
Although Valentine’s Day is the busiest single day for Vogt’s, the week prior to Mother’s Day is their busiest week while December is the busiest month overall, says Kreg. Weddings however, are the mainstay of the business. “We work very hard to make sure that special day is perfect,” promises Kreg. At Vogt’s Court Street location, Anthony’s Market offers a Do It Yourself (DIY) Design Center. “You buy the flowers from us and use the DIY Design Center to create your own bouquet,” explained Kreg. “You can do it yourself for half the cost!” he exclaimed. This venue has become very popular for weddings, showers, fundraisers and special events.
“We use flowers that express a number of different emotions.”
Vogt’s has followed advancements in technology and online flower sales. “We’re quite proud of the way we’ve kept up with the times,” boasts Kreg. The company is rated by FTD and Teleflora as one of the Top 100 florists out of 12,000 nationwide. As the go-to provider for a number of corporations in the area, Vogt’s has been the preferred florist for The Whiting for over 40 years, and also handles the floral needs of McLaren Hospital, Hurley Medical Center, Kettering University and U of M-Flint.
“It all comes down to customer service,” Kreg smiles. “We’re here to serve the needs of our customers and express their feelings with flowers on a daily basis.” He continues to nurture the business with advice his father gave to him many years ago. “Don’t forget what it says on the sign,” his father told him; “you are a florist.” Kreg says he’s proud of that. “I buy flowers. That’s what I do.” ♦
The Language of Rose Colors
Red ……….Love & Romance
Pink ………Love, Gratitude & Appreciation
White …….Marriage, Purity, New Starts
Orange …..Enthusiasm & Passion
Yellow ……Friendship, Joy, Happiness
Peach …….Admiration & Modesty
Coral ……..Desire, Passion & Excitement
By the way… A bouquet of yellow roses with a single red rose
tells someone you would like to be more than
Photography by Mike Naddeo