Meet the Owner: Belvedere Flowers

Located in a modest space with kelly green walls, balmy aromas and vibrant floral displays, Belvedere Flowers achieves a gardenlike feel despite its location on the constant, commercial Eagle Road.

Originally opened in downtown Philadelphia more than 50 years ago, Belvedere Flowers has been a family-run business in Havertown for the past 30 years. Adam Pomerantz, the shop owner, inherited the business from his parents, Eileen and now-retired Jack. A flower connoisseur for more than 20 years, Pomerantz  bore changes in the business stemming from shifts toward technology while striving to maintain Belvedere’s quality appeal.

While Pomerantz credits some of his artistic talent to a year of education at the Antonelli Institute in Plymouth Meeting, his knack for flower design also evolved from substantial experience.

“It wasn’t like 'Hey, I’m going to be a florist when I grow up',”Pomerantz said. “It just happened.”

Since floral arrangements are now easily accessible either at supermarkets or by online order, Belvedere Flowers suffered the loss of many of its “self-treated customers.” Whereas those customers previously relied on local florists for personal rewards, the local florist became an additional and inconvenient stop. As a result, the shop shifted gears to appeal more to the “gift-sending customers” with a focus on birthdays, holidays and get wells, Pomerantz told Haverford Patch.

“A lot of people aren’t coming to flower shops anymore,” he recognized. “[Other] big companies just kind of took over. You really need to stay ahead of the curve.”

Nevertheless, Pomerantz appreciates his store’s “unique and custom” work. Belvedere operates its own Youtube Channel, displaying assembly videos of the blossoming displays. He acquires his selected foliage from nearby wholesalers, who import the flowers from locations including California, South Africa and Holland. His favorites are the tropical bouquets, admired for their “exotic style.”

“We show all our work, whereas other florists will show stock photos of other people’s work,” he said.

The rise of competition with other flower sources may seem like a threat, but Pomerantz does not aspire to expand Belvedere from its singular, suburban location. He said that the store’s weekly email updates and website bring in customers from all over the country, although they remain primarily local. The neighborhood customer base aligns with Adam’s goals to remain in business chiefly for Havertown and its surrounding communities.

“When you get too big, your quality control decreases,” he said. “I like the shop to be nice, small and controllable.”