Florist Spotlight – Herbert E. Berg Florist Inc.

Herbert E. Berg Florist Inc. has proudly served the Worcester, MA community since 1935. FTD recently spoke with current owner Sally Jablonski AIFD about the 90-year-old florist shop and its rich history.

FTD: Tell us about your business and how you got started in the floral industry.

Sally: I grew up in Millbury, MA, with a greenhouse business right across the street from my home. After school, I'd run over to help carry plants to customer cars, and later, I'd assist them in planning their gardens. Flowers always resonated with me, so I attended the Stockbridge School of Agriculture at UMass Amherst and took my first floral design class at age 18. I earned a bachelor's degree in Plant and Soil Science.

When I graduated, Mr. Berg was looking for someone to take over his business. I had a plant background, some floral design experience, and half Swedish ancestry. Quinsigamond Village, where the business is located, was known as "Little Sweden," so it felt like a perfect fit. I worked with him for 10 years and have owned the business for the past 30 years. We're celebrating 90 years in business and 75 years of membership with FTD! Thank you for the partnership!

Mr. Herbert Berg having fun at a FTD convention.

FTD: What are some of the unique challenges and rewards of being a local florist?

Sally: A unique challenge is keeping the business fresh and new amidst the ever-changing internet landscape. Also, keeping up with technology can be a hurdle—there were no computers when I attended college! When this business started in 1935, we were getting Western Union telegraphs delivered by bicycle. It's quite a contrast!

As for the rewards of being a florist, I view my customers as an extended family. I've been a part of many of their life events—births, weddings, and funerals—and they often see me as part of their family too. Many customers have even become personal friends. People also view me as an expert, often coming to me for advice on their events. Ultimately, this business isn't just a business to me; it's a way of life.

FTD: Please share a story about a particularly memorable or meaningful experience you've had with a customer.

Sally: Just recently, a customer—a father—came in to get flowers for his daughter’s memorial. She was the victim of a horrific murder several years ago. I made him a bouquet for the fence. He asked how much it was, and I told him there was no charge. He hugged all of us, and you would have thought we'd given him a million dollars. Through all his tears, he was incredibly thankful and appreciative, and we were equally grateful to make a terrible day a bit better with flowers.

FTD: How do you maintain a personal touch and build relationships with customers in your community?

Sally: I stay active in my community. I've coached my son's teams, been active in community centers and groups, participated in local government focus groups, and networked with business groups. I also support cultural institutions with flowers for their shows and donate flowers to charities. Additionally, I teach classes at local senior centers.

The Herbert E. Berg Florist team gathers in remembrance of longtime friend and designer Joan Moreschi where a floral memorial was displayed.

FTD: What advice would you give to someone looking to start a career in the floral industry?

Sally: My advice would be to pick a partner who understands the demands of the floral industry and is willing to become involved. It's very demanding during holidays, so your support systems need to be on the same page. Stay involved with your community and become an expert in your field. Stay on top of new trends and technology and always continue your education.

FTD: What led you to become a member of the FTD network?

Sally: The previous owner, Mr. Herb Berg, was very involved in FTD and encouraged me to be active. I was a district officer and part of the first florist group to use the Mercury Advantage technology system. I've stayed with FTD for its technology, the services they offer fellow florists, and the education they've provided over the years.

Herbert E. Berg Florist open house display in 2024 honored former owner and founder Mr. Herbert Berg. He was in the Navy and fought in World War II.

FTD: Tell us anything else of interest about your business.

Sally: My business is in a duplex that was built in 1870 and is in Quinsigamond Village, an area of Worcester where Swedish immigrants settled. It was also known as "Little Sweden." The immigrants came here to work in American Steel and Wire. When it closed in the 1970s, many of the stores closed as well.

Currently, we're experiencing a rejuvenation of the neighborhood after many years of planning, in which I was involved. I restored the original porch in 2013, based on a picture I had from the early 1900s. Our business is the last original business operating in Quinsigamond Village.