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Top Shops: Rising From the Ashes
Business at Roy’s Florist is smoking |
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Written by Amanda Ryder
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Last March, the staff and family of Roy’s Florist Ltd. stood outside the shop, watching as flames and smoke engulfed the almost half-century-old business. For some businesses, this could have marked the end of an era – but not for Roy’s Florist. It took the Winnipeg shop less than a year to recover. Now, it’s back serving loyal customers and business is better than ever.
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When customers enter Roy’s Florist, they are greeted by a stunning, 11-foot Ming aralia bonsai tree.
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The shop, with its iconic red fluorescent neon sign, was opened on Winnipeg’s Notre Dame Avenue in 1963 by two brothers, Ron and Roy Kaita. Ever since, floristry has been the family livelihood and for Michael Kaita, current owner and son of co-founder Ron, you could say it was his birthright. Michael was literally born across the street from the shop, the very year it opened. “The shop is located right in front of the women’s hospital, so the nice thing about it is my mom had me there and she asked for the window facing the flower shop. My dad would come out at lunch time and wave to her,” says Kaita. When his uncle and father retired from the shop 20 years ago, Michael and his wife Cathy took over and they’ve worked to establish Roy’s Florist as a long-standing florist in the community.
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At a Glance
Company Name:
Roy’s Florist Ltd.
Location: Winnipeg
Owners:
Michael and Cathy Kaita
Facility Space:
2,600 square feet over two floors
Website:
www.roysflorist.ca
Years in Business:
47
Wire Service:
FTD
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When the flames broke out last March 15, the result of an electrical failure, the family never questioned whether they would rebuild. As the landmark location sat charred and empty, the Kaitas were optimistic, telling the media this wouldn’t be end of the shop – and it wasn’t. Eight months later, Roy’s Florist was open again, this time with a brand new look and a plan to expand.
The shop’s official grand reopening was held on Dec. 4, and Roy’s Florist worked hard to make sure everyone knew it. They hired an advertising firm to spread the word about the event and create promotional materials. Kaita was more than pleased with the results. “It was well worth paying them – they know all the media. They did it right because boom, everybody came, every camera crew, all the television networks and radio stations. It was amazing, I couldn’t believe it.”
To welcome customers back, Roy’s Florist gave away coupons, they held draws for prizes and they offered up snacks and drinks. “We had a lot of well wishes. Those that couldn’t make it that day phoned and said they are coming soon and congratulations. It was very nice. Somehow, every florist like a family, it’s a community thing.”
When these customers came by the shop, Kaita says they were wowed by the new look. The Kaita family saw the fire as an opportunity to start fresh and make the shop better than ever. “We got the chance to interior decorate the whole thing from the ground up. Now everything matches, there’s new walls, new floor, new fridges, new lighting, new ceilings, new cabinets – everything is earth-toned.”
Shoppers are greeted by an 11-foot Ming aralia bonsai tree, which sprawls out in the centre of the showroom. Chocolate leather sectional couches give customers a place to relax and enjoy the shop’s soothing atmosphere. Halogen track lighting highlights the florist’s brand new cooler and displays, creating a professional look. “When you walk in it really feels like a home, like a living room,” he says.
In the months after the fire, Kaita spent a lot of time researching paint colours, looking at various designs and finding ways to bring all the fixtures and display units together to create a clean and modern style. No detail was left to chance – even the shop’s front entrance has a unique look. The doors are emblazed with a digital print of red roses on it, which Kaita jokes is a subliminal message to passers-by. “It’s pretty striking – during the day the sun goes through it and lights the red roses up. At night, we light it with a bulb so it’s lit up day and night with gigantic red roses.”
Prior to the fire, the Roy’s Florist only occupied the first floor of the two-storey building and the top floor was a rental property. The fire, coupled with smoke and water damage, collectively wiped out both floors and the basement level, meaning that all three needed to be restored. Kaita again saw this is an opportunity for growth. The second floor has been transformed into a 1000-square-foot wedding gallery, complete with hardwood floors and five different theme rooms to help brides envision what their wedding day will look like. Some of the rooms include a honeymoon suite and party rooms to illustrate to customers how flowers can be used in so many different ways. Staff is on hand to give customers a tour of the upper floor where they will find examples of bouquets, centerpieces, boutonnieres, wall decorations, candles, vases – you name it, all done in a variety of colours and styles. This is a big endeavor for Roy’s Florist because this marks the first time they’ve ventured into the wedding market. “That’s a big thing, we didn’t go a lot into that market before – we were basically a funeral place,” says Kaita. He’s excited to see what this year will bring and anticipates that brides will love their new division.
When it comes to floral product, the shop’s makeover has also had an influence on the product they carry. The florist has always offered a lot of tropical, oriental and exotic themed designs and they’ve now branched more into bonsai trees and small, medium and large juniper trees. With the women’s hospital and baby pavilion located just across the street, new baby gifts are often in demand. “We do a lot of baby packages, baby arrangements and novelty arrangements. I’ve heard that we sell one of the biggest stuffed animals that you can find in Winnipeg,” says Kaita. The shop brings in a lot of plush toys by Russ and balloons to fill the need. Dried and permanent botanicals and gourmet and fruit baskets are also a hit with shoppers. The florist stocks metal art for purchase which, as an added bonus, complements the shop décor. Kaita only has one rule when it comes to buying this type of giftware and décor: “All the metal art has flowers on. We basically just want to promote flowers, trees and plants so when you walk in, all you see is flowers.”
Despite all the work they’ve put into the shop’s appearance, Kaita still firmly believes that flower freshness is the key to success. “We turn over flowers very quickly. People want the flowers to last a long time and I always tell staff, don’t sell that old flower. I keep flowers rotating and fresh.”
He says no matter how great the shop looks or how fantastic the customer service is, if the consumer takes home the flower and it dies right away, that’s all they’ll remember. Kaita works with customers to educate them on the lifeline of the blooms. “If you leave it up to the guys, they’ll pick the most open rose. They’ll say ‘wow, that’s big’ and I’ll say, ‘well it’s big, but I’ll tell you what. Take this tight one and she can watch it open.’” Kaita says communicating this to customer establishes trust and keeps them coming back again and again.
No doubt it’s been an interesting past year for the family and staff at Roy’s Florist. With a brand new dream shop and an exciting leap into the bridal market ahead, the Winnipeg florist has more than proven that fire and flames can’t bring them down.
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