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A Look Inside: November/December 2006
Cole's Florist |
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Written by Anja Sonnenberg
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 Cole’s Florist Inc. 100 Years and Still Going Strong
The story of Cole’s Florist began in 1891, when Albert
Edward Cole erected a small 1,000-square-foot greenhouse to grow an
assortment of violets and vegetables in Grimsby, Ont. In the early
1900s, Grimsby Beach Park was a flourishing entertainment centre for
families from Hamilton and Toronto. In those days deliveries were made
by foot or horse and buggy and an order of orchids and exotic flowers
cost 35 cents.
The business prospered and became a family affair when A.E. Cole’s three sons, John, Gordon, and Norman joined their father. As the floral industry grew, so did Cole’s Florist. Norman and his wife Elizabeth became sole owners of the business in 1957. The flower shop became Elizabeth’s life and together, the couple ran the business for 29 years. After 95 years of family ownership, Cole’s Florist was sold to Harry and Nancy DeVries.
“I was in the flower business before I bought Cole’s,” says DeVries. “In 1986, I asked Norman and his wife if they would ever be interested in selling to give me a call, and they did a few months later.”
 Since Harry and his wife Nancy bought the business, they’ve continued to renovate, expand, and improve the existing business. The store was moved across the street from its original location, and the old blue house was converted to a store with an additional 1,200 square feet. Two greenhouses were built in 1987, a new computer system was installed in 1988, and a new addition to expand the flower shop was added in 1989. By 1991, DeVries bought an additional location in Stoney Creek. This was also the year that Cole’s Florist celebrated their 100th anniversary. Renovation and the growth of the business continued, and by 2002, the back design room was expanded, a new cooler was added, the front of the store was renovated to make it wheelchair accessible and more open, and Cole’s Christmas Cottage was opened.
Cole’s Florist has thrived in the floral industry for over 100 years, but that doesn’t mean that the business doesn’t face competition. “There are a lot of flower shops in the area,” DeVries says, but he feels that everyone is doing their own thing. The main competition comes from the chain stores. “We try and do some European style bouquets at different price points to compete with the chain stores. They’re always copying what we’re doing, so we’re always trying to stay a step ahead of them.”
Cole’s Christmas Cottage, which opened in 2002, is a Christmas wonderland. Each room at the cottage has its own unique decorating theme. From traditional ornaments to the latest trends in holiday décor, the cottage is a festive place to shop year round. DeVries does most of his Christmas purchasing at the CGTA Gift Show in Mississauga, Ont.
“We try to give our customers different ideas on decorating their trees and homes for the season. I try and find different items from different suppliers,” says DeVries. So what’s hot this season?
“Copper is of course the popular colour for Christmas this year,” say DeVries. “But the traditional reds, whites, and greens are always a big seller.” DeVries admits that the Christmas Cottage isn’t as popular as it should be, but Cole’s Florist is located on the Niagara Wine Region tourist route, and DeVries is working with the tourist board to put Cole’s Christmas Cottage on the map. He had two tourist board employees come for a tour to see first hand what Cole’s has to offer.
 “If they have a passion for what they saw, then that’s my best form of advertising.” By relying on word of mouth, DeVries hopes to encourage all tourist to stop and browse through the store.
Most things in the Christmas Cottage are priced between $10 and $25, which is what the average consumer is willing to pay. DeVries feels that most florists try to go to high in price. When customers walks in the door and looks at the prices, they tend to turn around and leave.
“You have to be price competitive, because consumers aren’t stupid. In general I believe that the consumer thinks flower shops are expensive. I think in our industry we have to tell the consumer that we are price competitive, says DeVries. “Being on the tourist wine route fits. I think if we can marry the wine industry to the flower industry, it would be a good fit. It’s all about luxury.”
Christmas is a big season for Cole’s Florist, but their success doesn’t stop there. They’ve become a popular destination for special occasions such as wedding flowers, Valentine’s Day, anniversaries, Mother’s Day. Customers at Cole’s know that they can expect great quality, superior selection, and excellent customer service. The store slogan says it all “Providing Fine Flowers for Over 100 Years.”
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