Meet Your Merchant: Brightening days one delivery at a time

From his Carson City floral shop off of Highway 50, Tom Jones has spent nearly eight years helping others in the community celebrate some of their most intimate moments.

"There's few industries besides a minister, a priest, a rabbi that actually touch your life from birth to death and everything in between," said Jones, who owns Carson City Florist.

And it's a passion that Jones, 47, said he developed as a young man. He's spent most of his life learning the tools and tricks of the floral trade, and today employs seven people. He bought the business, which is 20 years old, in 2003.

Jones said he usually adds 20 drivers during the Valentine's Day rush, something that also happens during Mother's Day.

Holidays have always meant a dramatic increase in business for Jones. The most popular holiday is Mother's Day, which brings in even more business than Valentine's Day, Jones said.

"Not everyone has a lover, but everyone has a mother," he said.

There also are weddings, celebrations of life, baby showers and other similar events. His business also provides balloon displays, including the balloons for Kohl's grand opening in September, and balloon drops for New Year's Eve parties.

As for the flowers, Jones said roses are the usual choice for romantics over the Valentine's Day holiday, but he recommends asking a florist to pick out a bouquet of long-lasting flowers to be placed in a clear vase.

Then there are the trends that are often influenced by celebrities - a pop star carrying orchids at a wedding can send waves through the floral industry, for example.

Jones' shop also offers things like candy, stuffed animals, vases, greeting cards and other gift items.

He said all of the flowers are bought on a daily basis and must be handled carefully.

Even for the buckets that hold the flowers, "There's strict guidelines," Jones said. "They have to be washed and sanitized. Every single time. Not just washed out, sanitized with a sanitizer."

The refrigerator where he keeps the flowers must stay between 40 to 50 degree at all times, otherwise an alarm sounds.

"(The business) is constantly evolving," Jones said. "I don't think I'll ever stop learning."

While business is off because of the down economy, Jones said he still is smelling the roses. He's also hosting a charity fundraiser: For every used vase or basket someone brings in, he'll donate a dollar to five charities, including Friends In Service Helping, Advocates to End Domestic Violence, Food For Thought, Meals On Wheels and Carson High School sports.

"I'm optimistic about the future. I believe if you build it they will come," Jones said. "So we're going to continue building it and hoping they continue to come. We're going to envision us being here for the next 20 years."