District Stories
Superior Florist
Louis Rosenberg (R) Side established Superior Whole Flowers in the 1930s. During the 1940s he switched and became a florist Shop. It’s the Oldest florist shops 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, President & one of the founders of the New York Flower Exchange In 1912. 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, Irvory 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 Present 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.