AMHERST — Seventeen years after opening Floral Affairs in Greenfield, owner Becky Guyer wants to continue capturing messages in the petals of her flowers by expanding her business’ reach with a second shop in Amherst.
According to Guyer, the previous owners of Knowles Flower Shop at 172 North Pleasant St. approached her about buying their 900-square-foot property. The sale went through on July 1 and Floral Affairs opened the doors of its second location on July 22.
“It was right time, right opportunity,” said Guyer, a Bernardston resident.
Over the past month, Guyer hired five new employees and renovated the Amherst space with the help of her husband, contractor Keith Guyer of Keith Guyer Building & Remodeling. The couple installed new floors, repaired the drywall, revamped the lighting and moved the cooler while still preserving a few odes to the building’s past life. For example, the old “Knowles Flower Shop” sign hangs from a counter that is partially made of wood from the original walls.
“We tried to keep some of the history,” she said.
Instead of the sign outside reading “Floral Affairs,” “FA²” fills the round black sign in front of the store, introducing customers to just one of the many differences between the new location and its roots.
In addition to flowers, the new shop sells crystals, sage and succulents at a low price point. Guyer describes the vibe as “more edgy,” with a black and white color palette and “beachy flair.”
Flower arrangements and plants will take shape in Greenfield, with the new Amherst shop serving as a “grab-and-go” location.
“It’s definitely a different experience than the Greenfield store,” Guyer said.
She added that the University of Massachusetts Amherst has already approached her with a request for a special event, a new branch of services that may grow from the new location.
Although Floral Affairs is taking a new direction with the second location, Guyer said her business’ mission remains the same.
“There’s something to be said about creating something for those special moments, from the good to the bad, to the sad,” she said. “There’s something that is so gratifying about it.”
For funerals, weddings and other events, Guyer and her team design their flower arrangements to align with the essence of the recipients. For example, when the family of a late veteran turned to Floral Affairs for help with floral arrangements for a funeral, Guyer and her crew crafted a red, white and blue arrangement.
“It’s those person’s last arrangements that make an impact,” Guyer said. “To represent them is kind of huge, as well as an honor when a family comes in and has us be a part of it.”
After graduating with a degree related to architecture, Guyer faced two job offers: a spot at an engineering, design and environmental consulting firm where she would be “making really good money,” and a minimum-wage job at a flower shop in Chicopee. Moments like creating the red, white and blue arrangement prove to Guyer that she made the right decision when she chose flowers.
She recalled the first arrangement she made in Chicopee: three lavender roses for a new father. Guyer said when she billed the customer at the counter, the man told her through tears that the arrangement represented his new family.
“The way I felt that day versus when I would do a drawing and write it up and so forth — completely different,” Guyer said.
To celebrate the opening of the Amherst location, the new store will host a “Sip and Shop” on Friday, Aug. 15, from 6 to 8 p.m. A free flower will be waiting for each visitor, along with flower-themed mocktails and a raffle.
The Amherst location is open Monday through Friday from 9 a.m. to 4 p.m., as well as on Saturdays from 10 a.m. to 4 p.m. For more information, visit floralaffairsofamherst.com.