Schluter Floral is “blooming” in every way that counts

DURANGO, Colo. – The floral business – from growers to distributors to retailers – has not traditionally been known as the most “eco-friendly” industry. With pesticides and chemicals, long-distance transport, an abundance of waste and questionable labor practices in the growing fields, sustainability-conscious consumers perhaps haven’t wanted to think too much about what’s behind the beauty of that floral arrangement on their table.
However, one Durango florist is not only thinking about it, the team behind Schluter Floral is actually planting the seeds for a sustainable future – and business is “blooming.”
 

To the best of the town’s institutional memory, Schluter Floral, established in 1885, is the third oldest, continually operating business in Durango – following the Durango & Silverton Narrow Gauge Railroad and First National Bank. Amy and David Long, who purchased the business in 2005, are the third non-family owners. It was sold out of the Schluter family in 1982.
Last year, the Longs moved the business from its E. Second Ave. location to 2075 Main Ave. – the “cottage” that with its unique structure and surrounding grounds is helping the business shrink the carbon footprint. Key was construction of the new, energy efficient, walk-in flower cooler. One complete “room” from the old house was converted, with R30 insulation added to the original lathe and plaster walls, plus high efficiency fluorescent lights.
 

“This was the first Valentine’s Day that we were able to get every single rose – all the flowers – and greenery in the shop in the cooler,” said Amy Long, who is the hands-on, day-to-day manager of the business. “We’re lovin’ what we’ve got.”

Installing compact fluorescent light bulbs, purchasing “green power” from La Plata Electric and recycling water are a few of the “easy” steps Schluter Floral has taken as part of its “green initiative.” Going further has been more challenging, but Long is committed to sustainability.
“I can safely say that many of our flowers are Colorado grown,” said Long of the blooms that come from the Arvada/Denver area. “We’re trying to reduce our carbon footprint that way. A lot of the premium flowers that people love are getting here fresher than they’d ever get here from anywhere else.”
Transportation is a part of the carbon footprint – so it is lessened by purchasing from Colorado growers as opposed to European or South American. These flowers are also hot-house grown, so the use of chemicals and pesticides is limited, and the premium flowers – such as tulips, lilies, freesias – are available year ‘round. If a customer requests certified organic flowers, Schluter can comply, though with some transport delay.
Of all the popular flowers, roses continue to be imported from Central America, but a relatively new venture, “Veriflora Certified,” is ensuring that flowers are grown naturally on farms committed to the idea of fair wages and chemical-free practices.
“That’s why the flowers we get (from Colombia or Ecuador) are a little bit more expensive,” said Long, noting that in addition to the suppliers’ quality, with Schluter’s care and processing the floral designs to have a longer life. “You’re paying for the quality and for the peace of mind.”
Schluter Floral also contracts with local flower growers, plus  the first cutting garden has been planted behind the store. Both efforts contribute to the sustainability effort and add to the unique floral arrangements available at the shop.
“The cutting garden is at the very beginnings, and I’m hoping we’ll be able to expand into the entire grass area,” said Long, noting they’ve planted peonies, delphiniums, foxglove, snapdragons and more. “We also have a lilac bush back there that we were cutting from, which was great.”
 

Utilizing home grown or local flowers does not equate with anything short of stunning when it comes to the floral design. Lead Designer and Store Manager Shannon Conner sees to that.

“Her mind is working all the time about flowers,” said Long. “She lives, eats and breathes 24-7 flowers.”
And as a result, Conner is an award-winner, putting Schluter on the national radar. The shop recently competed in the inaugural Colorado Retail Florists Association Colorado Cup, which qualifies the winner for the national floral design competition. Conner was first runner-up, beating out some 30 designers for the top honor, several of whom are accredited AIFD (American Institute of Floral Designers). If the winner is not able to compete in the national event, Conner will represent Colorado.
“The woman who won is AIFD, but Shannon beat her in the Party Design competition. She took first prize in the Party Design category,” said Long, adding that Conner is the reining champion in the wedding bouquet competition that comes up again in July.
Conner’s talents have also been recognized by Flowers&…, a national floral trade magazine, as her bridal bouquet was selected as one of the top ten in the country. The “best” will be judged by the magazine’s readers.
 

Her design is built around the latest “rage” in Europe, the wedding “cuff bouquet.” The wire cuff slips over the bride’s wrist and cascades down the front of her dress. Conner’s unique design included spheres made from woven grasses and copper wire with a cymbidium orchid bloom floating in each sphere. The “cuff” arrangement contained orchids and jasmine.
“To even be published in a national magazine is huge,” said Long. “She is highly creative.”
Local flower growers/gardeners have opportunity to experience Conner’s vision and glean from her talent in the up-coming June 28 workshop at Schluter Floral, which will be repeated throughout the summer, depending on interest.
“They will be hands-on workshops,” said Long, citing the cost as $50 plus materials – participants choice of flowers and containers. “They will be very much ‘how-to.’ Not just a lecture.”
While Long acknowledges that flowers are a “luxury” item, Schluter Floral has been holding its own in the turning economy. Though delivery fees are necessitated given fuel costs, the Longs are looking into applying their personal biodiesel production for benefit of the business. Currently the Long’s truck is running on B100 biodiesel fuel made from recycled cooking oil.
“We’re trying to hold prices steady,” said Long. “It’s forcing some belt tightening, but we’re trying to make it work.”
Schluter Floral’s advertising tag line – “Deep roots, lasting impressions” – perhaps sums up the business the best, according to Long.
“We’ve been here in the community a long time, and we want to continue that community involvement,” she said, noting that participating in the up-coming inaugural Heritage Days Celebration was a “no brainer.” “Then the lasting impressions – you’re making a huge impression when you give someone a bouquet of flowers, but then we want them to stay with the person who receives them for a long time.”
Schluter Floral is open Monday-Thursday, 8 a.m. to 5 p.m., Friday 8 a.m. to 6 p.m. and 9 to 3 p.m. on Saturdays. Watch for creative promotions, including the Happy Fl-hour Fridays each week, 5-6 p.m. when arrangements in the display cooler are available half-price, cash and carry.
“The energy is just so positive in the shop,” said Long. “And being here every day is nice. People come in here and they feel good.”
Learn more about Schluter Floral at www.schluterfloral.com.