By Matshediso Selebeleng

Love is in the air — and so is brisk business for African Flower as Valentine’s Day approaches. The popular florist, situated at the corner of Parfitt Avenue and Park Road in Willows, Bloemfontein, is experiencing a surge in orders, with customers snapping up roses, bouquets and gift arrangements to spoil their loved ones ahead of the annual celebration of love on February 14 (tomorrow). As the big day draws closer, African Flower owner Zuleigah Africa says her staff are working around the clock to meet growing demand and ensure every delivery makes the occasion special. For more than three decades, the shop has been a trusted source of romance, offering bouquets and special packages to loyal customers. The family business has been passed down through generations, serving Bloemfontein residents and beyond throughout the year for every special occasion or milestone, with delivery options available. Africa says while business can be slow during the year, Valentine’s Day is a different story as sales increase significantly. “We take Valentine’s as it comes because it’s one of those times of the year when we are able to make more sales. We also understand that people may want to buy something for their loved ones but have a limited budget. We negotiate and meet them halfway so we can accommodate all our customers,” she said. She added that working within customers’ budgets keeps the legacy of their late great-grandmother alive — a principle she upheld when she founded the business. Africa explained that they previously grew their own flowers, but due to the labour and time required, they now outsource to focus on operations. “Growing your own flowers is demanding because you must manage the business and tend to the garden, which is not always conducive. We now stock roses from places like Cape Town and Johannesburg after our tunnels were damaged by bad weather. We have been buying ever since,” she said. Like many businesses, African Flower faces challenges. The rainy season sees fewer customers, while winter brings soaring prices. Despite this, the business continues to uphold its founding values by meeting customers halfway, regardless of rising stock costs. Among its milestones, the business has supported families and created part-time and temporary jobs. “There is a guy we use for deliveries so he can also earn money for his business. We could use our own transport, but we choose to support someone else so he can make a living too. We are grateful for this small structure and the support we receive,” Africa shared. She noted that Valentine’s Day also requires extra hands, and trust is essential as the shop becomes exceptionally busy. Africa emphasised that their goals for the financial year remain unchanged: to take each day as it comes and continue helping others wherever possible.