Five Questions With Jennifer McCloud

Diamonds may be a girl’s best friend, but according to a 2008 Teleflora poll, most women (32 percent) selected roses as the best gift to receive on Valentine’s Day, with diamond jewelry coming in at a close second (29 percent). 

It seems that men are on the same page, as the most recent American Express Spending & Saving Tracker survey found that 49 percent of men plan to buy flowers for their significant others, and 17 percent plan to splurge on bling.

In honor of Valentine’s Day, Patch spoke to Jennifer McCloud, owner of Jenny’s Flowers (2340 Seven Springs Blvd).  This Dunedin High School alum’s floral career “blossomed” during her teenage years when she worked for Carnation Corners Street Sales in Dunedin.  A self-described, “people person,” she loved her part-time job selling bouquets and single stems to passersby on the road despite those rainy days and humid temperatures.

She eventually moved to Lantana, FL where she landed a position with Mcnamara’s.  The florist – located across the street from the National Enquirer’s headquarters – gave McCloud the chance to serve a number of celebrity and political parties and special events, creating personalized arrangements for Phyllis Diller, Bob Hope, President Reagan, and many more before moving back to the Bay area. McCloud has even had the honor of decorating the Governor’s mansion multiple times.

McCloud, a Florida State Master Designer, worked out of her house for several years before opening the doors to Flowers by Jenny in May 2007.

Patch:  What sets your florist apart from all the others?

McCloud:  We specialize in floral design for weddings, special event and parties, but we are a total full-service florist. Every arrangement is personally hand-designed and custom made.  As I like to say, “hand-designed with love in mind.”  I’m Senior Certified with FTD, and my team and I regularly attend Florist Association meetings, as we are very conscientious about educating ourselves on the latest trends. 

Patch:  Give us the scoop…  Popular alternatives? Do men really enjoy receiving flowers? And do you have clients who order flowers for themselves?

McCloud:  Red roses are – and always will be – the most popular, but lilies, orchids and tulips are also wonderful and they are all available now. 

YES!  Men love getting them, especially calla lilies.  About 20 percent of my orders on Valentine’s Day are for people ordering for themselves.  They’ll say it’s for a party, but you never know! 

Patch:  Should those last-minute procrastinators panic if they haven’t placed their order on February 14^th?

McCloud:  They are more than welcome stop in on Monday; we always maintain an inventory of fresh flowers in the store that they can take with them.  We can also squeeze in those last-minute same-day deliveries, but I can’t guarantee the time.  We have to honor clients who placed their orders first.  Online ordering is also an option – as are phone orders – for those who can’t make it to the shop.

Patch:  Any tips for prolonging the life of your flowers?

McCloud:  Keep the water clean using floral preservatives that your florist sends. 

Re-cutting the stems will certainly help perk those up droopy blooms.  Try to cut them on an angle with a sharp pair of shears or scissors, although a knife is the best because it provides the cleanest cut and doesn’t pinch the stem’s cell wall.  Keep them out of direct sunlight or heat, and toss in a few ice cubes every few days.

Patch:  How has the economy affected your business?

McCloud:  We are very grateful that it hasn’t affected us too much.  Weddings comprise about 50% of our business.  Some clients are scaling down or eliminating reception flowers altogether.  For example, they may opt for a single orchid in a vase or candles & rose petals instead of elaborate centerpieces. But they still want their personal bouquets – for themselves and the bridal party – and the corsages, to be created by a professional. 

We have seen a downward spiral with funeral arrangements.  I explain to people that it’s nice – and acceptable – to look at flowers at a funeral, for the mourners to enjoy their beauty.  It’s a last tribute to somebody you love.  Studies done by the Society of American Florists show that flowers are mood enhancers and they truly do make us feel better.  We love to create personalized memorials.  If a person loved golf or butterflies, we will incorporate that theme into the arrangement.

Flowers by Jenny will be open on Sunday the 13^th after 12pm and all day Monday, with delivery to Pasco, Pinellas, Hillsborough and Hernando Counties.  Log onto www.flowersbyjenny.com (and click on ‘Shop Now’) or call (727) 375-5668.