San Mateo florist takes sales to heart

Oakland Tribune, Feb 15, 2005 by Tara Ramroop, STAFF WRITER

SAN MATEO -- FEB. 14 spells love-struck giddiness for some and unbridled bitterness for others, but for Edmond Sasounian, it translates into dollars and cents.

Hundreds of local husbands and boyfriends count on Sasounian, owner of Edmond's Plaza Florist on Third Avenue, to help them florally express love for their sweethearts each year.

Men filed into See's Candies down the street, normally not open on Sundays, and left with bagfuls of candy for their ladies. But many also stopped at Edmond's for the requisite dozen roses.

It's the store's busiest time of year, rivaled only by Mother's Day and the holiday season, Sasounian said.

It was more like Valentine's week for the downtown corner shop, which enjoyed steady business in the days leading up to today.

"It's been very crazy," Sasounian said Sunday, gesturing at his harried but smiling staff.

Tucker Bolander, 4, came in with dad Rick to score flowers and balloons for mom and Tucker's two sisters.

Frank Velez, an Edmond's regular, bought a simple arrangement for his girlfriend.

Another customer, one of many walk-ins from the Sunday afternoon rain, said he was getting things done earlier this year after procrastinating in the past.

The extra shipments of roses the store ordered accommodated all of Sunday's shoppers, and kept workers busy methodically placing flowers into intricate arrangements.

Edmond's sister, Sharona Sasounian, said she put together more than 600 arrangements over the past two days.

"You know you've done a lot when you close your eyes and all you see are flowers," she said, sure she'd be working until midnight again.

Pre-ordered arrangements were already stacked up and ready to ship. Edmond Sasounian wouldn't estimate how many Valentine's Day orders he had, but said he was more than happy with this year's run.

Staff writer Tara Ramroop can be reached at (650) 348-4302 or by e-mail at tramroop@sanmateocountytimes.com .