Valley florists take a bow for those boughs of holly

Florists downplayed the cost of the service, saying prices are more moderate when homeowners provide their own decorations.
By CYNTHIA VINARSKY
VINDICATOR BUSINESS WRITER
Take a look around.
Are you sick and tired of that old musical Santa Claus figure and the plastic poinsettia plants you pulled out of the attic again this year?
Some of your savvy neighbors may be looking at brand-new decorations or even creative new ways of displaying some old ones.
That's because they decided to delegate decking the halls. Florists who provide the service say it's not just for the wealthy.
Customers who request a whole-house Christmas makeover would obviously pay more than those who provide their own decorations and just hire the florist to do the work.
Canfield shop
"At Christmastime, we have a lot of clients who would rather pay an hourly charge and not do any decorating themselves at all," said Joe Mineo, an owner of Something New Florist in Canfield.
He said the family business has been decorating fireplace mantles, Christmas trees and stairway bannisters since he founded it in Liberty 15 years ago, but the service has become even more popular since the store moved to Boardman-Canfield Road in 1999.
"We're so swamped this year we can hardly keep up," he said.
Something New specializes in decorating for large parties and weddings, and the shop has a 5,000 square foot warehouse filled with props for every occasion.
"We are not your typical florist by any means," said Mineo, who shares ownership with his brother, Sal, and his sister, Anna Howells.
Mineo said in-home decorating fees can range from as little as $200 to $2,000 or more, depending upon the time spent and the materials used.
The cost is moderate for homeowners who provide their own decorations and design plan; those who order a new look for their tree or trees, mantle, bannister, front door and entryway would pay for the time spent planning and arranging along with the cost of new decorations.
Often, Mineo said, homeowners pay more the first year when the design and ornaments are new, then hire the florist to replicate the design for years after.
Niles florist
Jackie Dell, a designer at Reese Floral Art in Niles, said she tries to incorporate a homeowner's possessions in a new holiday decor, not only to save money but also to give the design a more personal touch.
For example, she said, she might arrange flowers in or around dishes, bowls or vases the homeowner had stored away, or she might incorporate some antique decorative items in a mantel display.
"I like to look at what they have in their closets and cupboards, things like glassware, wreaths from past years that may be getting kind of tired looking," Dell said. "Sometimes they just need a little new trim and ribbon to look like new."
Reese Floral has seen demand for in-home decorating fluctuate from year to year, said Dell, whose mother, Betty Coupland, has owned the business in Niles for 45 years.
Last year was very busy, in the wake of the Sept. 11 attacks, because people wanted their Christmas to have a patriotic, red-white-and-blue theme, and supplies weren't readily available in stores. This year the shop got fewer requests.
Dell said Christmas trees, banisters and fireplace mantels are generally the key areas the shop's designers concentrate on, but table centerpieces and foyer decor are also popular. Reese decorates home interiors but does limited exterior work.
Poland store
Selah, a floral and paper shop, has seen growing demand for its in-home decorating services since the store moved from Canfield to Poland about a year ago.
Owner Brian Palumbo said store designers started out creating custom-made everyday wreaths and wall-hangings for customers' homes and supplying some homeowners with an ever-changing supply of fresh flowers year-round. Those services have expanded to include whole-house holiday decorating.
vinarsky@vindy.com