District Stories
28th Street
C.1900
During the late 1890s, wholesale cut flower companies gradually migrated to the 28th Street vicinity and its surrounding area. The New York Florist Club headquarters, which was located nearby on 23rd Street, played a pivotal role in this migration by encouraging florists to relocate their businesses to the area. It was during this period that George E. Bradshaw and John R. Hartman established one of the earliest Wholesale Florists companies in 1891, setting up their business at 53 West 28th Street (as seen in the bottom image). Most of the wholesale companies during this early period were concentrated between 6th and Broadway on 28th Street, which likely fostered a centralized hub for the flower industry in New York City and facilitated business transactions among florists and wholesalers.
The emergence of cut flowers can be traced back to the mid to late 1800s when the innovation of year-long greenhouses paved the way for florists to grow flowers all year round. The invention of more efficient heaters allowed growers to provide flowers year-round. This marked a turning point in the industry, leading to an incredible selection of floral varieties.
The demand for fresh cut flowers skyrocketed among the hyper-rich for their homes, weddings, and everyday affairs, leading to an exponential growth in the industry over a 20-year period. The wholesale companies, in particular, capitalized on this opportunity, expanding their operations and generating enormous wealth. In the late 19th century, the Cut Flower Exchange was established, which further revolutionized the industry by streamlining the distribution of cut flowers from growers to retailers.
Superior Florist
Louis Rosenberg (R) Side established Superior Wholesale Cut Flowers in the 1930s. During the 1940s he switched and became a florist Shop. It’s the Oldest florist shop in New York at 828 on 6th Avenue between 28th & 29th Street.
Louis son, Sam was helping with the biggest holiday in New York, Easter.
On this this receipt from 1945 a rose cost .o4 cents! Yes, it's truly amazing! They were grown locally and seasonally. Fuel costs were down and labor costs were low. Rents also were super affordable, so business were able to prosper.
1945 you could purchase 300 Sweet Pea flowers for $7.50 wholesale price. That would be less than .3 cents each! Today's wholesale prices would be $600 for 300 stems. That's a discounted price today.
1946 trash pick-up was $5.00/month. Today it would be $700 and up.
It wasn't until the late 60s that florists had coolers that were refrigerated by electricity. Before then they were cooled by blocks of ice. In 1947, you could get ice for a month, 2,100 pounds for $8.40. Today for the same amount of ice it would be cost over $4,000.
As seen above, during the 50-60s there wasn’t enough room to move in the shop during Easter. Sam is now in his late 20s and has taken over the business at Superior.
3 generations, Top Lift is Sam (Son) Jennings (family friend in the center) Steven (Grandson) and Louis Rosenberg at the bottom.
Sam & his son Steven run the shop. They created amazing works of art. They are pillars in the floral district and are legends.
The Humble Giant
John Donaldson was born locally 12th July 1855 in Scotland, son of a farmer, started his gardening apprenticeship which lead him to Duff House. Which was the estate of the Duke Fife, who was closely related to the Royal family of England. He worked on private estates for a couple of years. Then he worked for Veitch Nurseries, London. He later worked for horticulture department of the Zoological Gardens, Regent Park, London. He soon left London for New York. He soon got a job with William Wilson a well known lily grower in Astoria, Long island. Then he worked for T. Burroughs Hyatt. 1989 he left Mr. Hyatt and started his own nurseries growing carnations, lilies, Ivory, Bonnaffon, Halliday and Mrs. Jerome Jone Mums in Elmhurst Long island. He had in 1912 10,000 Scottii Ferns, lilies, Maud Dean, Bonnaffon, Halliday and Easter plants. He owned 28 city lots and a whole city block. He owned three 300 ft green houses loaded with plants.
He worked his way up the New York Cut Flower exchange of 16 years before becoming President. He also was member and Vice President of New York Florists' Club since 1890.
He was member of the Order of the Scottish Clans and Masonic Order on 24th street, New York City. He was one of the best bowlers in the Astoria Bowling Team. He was an old school Presbyterian of a man. His net wealth was over 10 million dollars in 1912.
Duff House, built 1735 for William Duff (who became 1st Earl Fife) by William Adam (famous British architect) was a family home until 1906 when the then 1st Duke of Fife . The house is in Banff, Aberdeenshire, Scotland. Provided by Friends of Duff House.
Banff Duff House from Doune Hill, 1905. Provided by Friends of Duff House.
Banff Duff House from Doune Hill, 1961. Provided by Friends of Duff House.
Duff House, Provided by Friends of Duff House.