In 21st century America, anything and everything is subject to commercialization—Christmas, the Superbowl, Groundhog Day. Even our love and affection is tagged with a price. Valentine’s Day is simply another indicator of our country’s celebration of capitalism. We buy chocolate boxes filled with an assortment of treats, cheesy pop-up cards, stuffed animals that say “I love you” when squeezed, and bouquets of flowers to symbolize our love. What once was an elaborate celebration of love has devolved into the materialistic exchange of items.
But beneath the gift-giving frenzy of Valentine’s Day, the beloved Cambridge flower shop, 31 Brattle Street Florist, represents the true value of the symbolic gesture and its importance for local businesses and their customers.
“People buy flowers because it’s the romance day of the year, and it affects everybody of all ages—you buy flowers, chocolates, and go out to dinner,” shares Steven Zedros, manager of Brattle Street Florist. For Zedros, flowers are more than a materialistic representation of love. “The gesture of giving flowers should be a weekly thing. It brightens peoples lives up.” With all the love he has for the store, he states: “My highlights are the people that you meet, without a doubt, and the creativity behind putting the product out.”
The shop was founded in 1917 by George, Stavros, and John Gomatos as a family business. Zedros has been working at the store since he was nine years old and is a part of the third generation of the family business. “I came after elementary, middle school, and high school. All through the course of my life I have come here to work,” said Zedros. After 98 years of owning the store, Zedros’ family sold the business to a new owner 9 years ago.
Brattle Street Florist has maintained a loyal fan base throughout the years. According to avid customer and professor at the Harvard School of Engineering, William Frasschaert, “It’s just such a welcoming place… it’s really a tradition here in Harvard Square. I’m glad that Steven will be continuing in Harvard Square and still have a presence.” Similar to many customers, Professor Frasschaert returns to the store not only for the flowers, but also for the personal connection. “It means a lot to me to walk into a place and having been here for so long, people know you by name—that’s really the greatest thing,” he says.
“The gesture of giving flowers should be a weekly thing. It brightens peoples lives up.”
Sharing this same passion, Sarah Lynch ’22 says, “the people who work at this store are incredibly dear to me.” Growing up with a mother that frequently gardens, Lynch feels a sense of community at Brattle Street Florist. “Flower shops are not merely places of business, but community centers, places of gathering,” she says.
For Zedros, too, the store isn’t just a business—it’s a nest for family and friendships. “The people you meet here—it’s just the greatest place to be,” he expresses. “Students come back for reunions and it’s amazing to see what people have done with their lives—you hear great stories.”
Zedros and his fellow employees have managed to offer this same feeling to their customers. “The second I stepped into this store it felt like home,” shares Lynch. Upon entering the store, customers often greet Zedros and his employees with hugs and ask how their families are doing, Lynch says. While consumerist culture certainly has its critics, some gifts play a larger role in forming community and sustaining our most cherished local businesses, like Brattle Street Florist.
Modifying their original plan to close the 31 Brattle Street location, Zedros and his family have decided to extend their lease until March so they can be open for Valentine’s Day. They hope to relocate within Harvard Square on April 1st. “It’s not certain yet that we are moving to another spot, but it’s looking really strong,” says Zedros. Looking ahead to the upcoming holiday, he wants to make the store’s presence known: “We will be here in business for Valentine’s Day!”
Ariel Beck ’25 (arielbeck@college.harvard.edu) is searching for a valentine to buy her heart-shaped chocolates.
Graphic by Marina Zoullas ’23