Rockcastle Florist owners Keith and Wendy Rockcastle labor with love on Valentine’s Day
Florists will celebrate after Valentine’s Day with a little rest
Keith and Wendy Rockcastle will spend their 23rd Valentine’s Day together the same way they’ve spent every Valentine’s Day since 1995: working.
As owners of Rockcastle Florist, the Rockcastles will be busy that day making sure other couples have just the right floral arrangements for their loved ones.
“We’ve grown to accept it,” said Keith Rockcastle, who grew up in a family of florists. “We have agreed to celebrate our own Valentine’s Day afterward once we get a little rest.”
Keith and his wife, Wendy, took over Rockcastle Florist from Keith’s parents in 1995. The business was founded by Donald and Eleanor Rockcastle in 1951. There are currently two locations, one in Greece and another in Canandaigua.
This has been a good year for the business: In April, the Rockcastles were honored with the Greece Chamber of Commerce Business Persons of the Year Award, and in November, the florist shop was named a finalist in the Chamber’s Small Business of the Year competition.
Both Keith and Wendy Rockcastle say they have a commitment to their community. They commonly donate flowers and other support for community fundraisers and events, annually decorate the town of Greece’s Christmas tree and are active in Rotary Club and with St. Joseph’s Villa.
“The great staff we have in both our locations allows us to get out into the community,” said Wendy Rockcastle. “We believe it is important when you have a business in a community to give back whenever you can. We live in this community and do our best to support it.”
Wendy said Valentine’s Day is the biggest single day for business in the floral industry.
“Mother’s Day is the busiest week and Christmas is the busiest month,” she said. And, just like Keith did when he was growing up, the Rockcastles’ daughter, 17-year-old Mary, will pitch in at the store on Valentine’s Day.
“The great part of this business is being able to help somebody express their feelings,” said Keith Rockcastle. “And people really enjoy receiving flowers. When you deliver them, you just walk into a place and the whole room lights up and everyone asks, ‘Ooh, is that for me?’”
Wendy Rockcastle said she’s never regretted working a Valentine’s Day because of the joy she helps bring to other people.
“Some of the things we hear when people come in are really touching even if they might be simple,” she said. “We had a young father come in because his wife just had a baby, was a new mom, and he didn’t want her to miss out on the romance and feeling of Valentine’s Day. He was going to have something all set up for her the next morning when she got up. It wasn’t a big purchase, but so much thought and planning went into it.”
As for what will go on at the florist shop this Sunday, “all the employees will pitch in and everyone has the spirit that they’re going to make everyone else’s Valentine’s Day special. Then, afterward, we’ll have our own special days.”
MCDERMOT@DemocratandChronicle.com
About the business
Rockcastle Florist: 870 Long Pond Road, Greece, and 2510 Rochester Road, Canandaigua.
Owners: Keith and Wendy Rockcastle.
Established: 1951.
Details: (800) 222-7790 or www.rockcastleflorist.com.
