An abundance of lush, beautiful, seasonal flowers invite you into the three Fiori flower shops on the Peninsula and San Francisco. At the heart of Fiori is a team of highly respected and accomplished professionals who will create a floral design you will remember. The new production space, where events are planned, striking flower decorations are created, and props are stored, is South of Market.

In 1985 Roger, originally a buyer for the San Francisco Flower Market, opened his first flower shop on Chestnut Street. Lindsey, his business partner,  works in the Burlingame store; JoAnna is the main wedding designer in the Palo Alto store while Carol, and Lynn are the contacts in San Francisco.

Both owners are very proud of their employees, accomplished designers, in their own right who have been with Fiori for many years. The stores are open seven days a week and distinguish themselves through an exceptional selection and quality of flowers due to Roger's direct access to national and international resources.

I met with Roger, lead- designer Carol, and Remy, supporting Carol's work, and was surprised how much admiration and respect they have for each other. "We love to work here and feel like a family," is their common conviction. Roger is particularly proud of Carol and thinks she is one of the best in the business.

"Roger and Lindsey give us freedom and room to grow," Carol told me. "We see every job as a challenge, no matter how small or large the budget, we don't compromise, we give our best and always come up with new ideas to stretch the budget, e.g. using a number of smaller arrangements which have more impact than one large one." What sets Carol's work apart from other great designers in San Francisco is that her beautiful creations have a heart-warming sweetness. She herself comments: "My bouquets do not compete with the bride, they enhance her."