‘Around 80% comes from the Netherlands’
Are you glad that December has arrived?
“Yes, definitely. Sales weren’t great in November, but that gave us a chance to get the shop ready for the important month of December. We’re selling a lot of roses, special orchid varieties and ilex verticillata at the moment. With regards to plants, popular choices include cyclamen, poinsettia, helleborus and phalaenopsis.
How did you end up in this profession?
“My sister and myself took over the business from our mother in the eighties. Not out of convenience, but because we loved the work. We’re always trying to improve ourselves. By taking part in training courses and competitions as well as by closely following the latest trends and ensuring we deliver the highest quality.”
You also sell online, don’t you?
“Yes, we have our own web shop: fioriarezzo.com. In order to provide our online customers with advice too, we’ve included lots of information about the symbolism of flowers and colours, about which flowers match which star signs, we provide tips for attentive messages that can be included with flower bouquets and we offer extensive warranties on our products.”
Could you tell us a little about your purchasing activities?
“Around 80% comes from the Netherlands, mostly purchased through web shops nowadays. Purchasing online does require more knowledge of products and of the distribution chain, but so far it’s proven to be very reliable. There’s a choice of different quality classes and corresponding pricing, there’s generally a broad assortment on offer and customer service is excellent. We get the remaining 20% locally.”
SHOP Giardino Fiorito
LOCATION Arezzo, Italy
ASSORTMENT 70% flowers, 20% plants, 10% other
SPECIALTY A professional approach and high quality products
EMPLOYEES Sister Mariella
