Mr. Roses: How a floristry prepares for Valentine’s Day sales
There’s no bigger day in the world of roses than Valentine’s Day. Founder and CEO of Mr. Roses, James Stevens, talks about his preparations for this annual day of love and why choosing the right delivery partner is just as important as picking the freshest roses.
Video: A shop has roses and other flowers and leafy pot plants on display. A wavy-haired man wearing a black suit and a white open-necked shirt stands smiling in the shop. Beside him, white text appears and disappears in sequence.
- "Mr Roses
- 20 team members and growing
- Most popular product? The classic 12 long stemmed red roses. •Half a million stems sent each year.
- 50,000 deliveries per year.
- Busiest day of the year? Valentine's Day.
"Audio: Man: Been in the flower business from very, very early...early years. Friends and others used to refer to me as Mr Roses.
Video: The man is interviewed in the shop. Text: "James Stevens, Founder & CEO, Mr Roses." James examines a rose. He puts 12 red roses into a display bucket. A team member carefully arranges long stemmed red roses into a long narrow box, covers them in cellophane and paper, then closes the long dark grey box that's emblazoned "Mr Roses".
Audio: James: My name's James Stevens. I am the Founder and the CEO of Mr Roses. Needless to say, the most popular product consists of red roses. 12 long stemmed red roses has always been and will always be. That will never change. What we put into the box is hugely important. The way we hand-select our product and the delivery's immensely important. It would have to be as critical as the production of our flowers.
Video: James selects huge yellow sunflowers from a bucket. He sniffs a bouquet. He places roses near champagne bottles on a workbench. James and the team member carefully place champagne in a box and arrange the wrapping. A ute has a large pot plant in its tray. Leaning on the ute, James chats with a man. James' interview continues.
Audio: James: Valentine's Day planning and, I suppose, stressing probably happens four to five months prior to the actual day. It starts with looking at what day it actually falls on. So there's a lot of planning, a lot of people. We've got to come to terms with how much to order, where we can deliver to. So we've got to manage the expectations or our expectations and the expectations of our customers.
Video: James slides a large door open, revealing another room with buckets of flowers long the walls and beside tall shelves. James eyes plants as he walks past. He sniffs a white rose.
Audio: James: We operate out of Sydney, Melbourne, Brisbane and Perth where we can now execute same-day delivery. We're very, very proud to be using four or five areas of the Australia Post business. I like my brand being associated with fellow trusted and respected brands because that's what I'd like my brand to be. You always trusted your postie with your mail. I trust them to do our deliveries.
Video: The Australia Post logo appears on a red screen.