Cosentino’s Florist in Auburn, New York, got its start in 1934 during the Great Depression. The Cosentino staff from left to right, Demecia Lloyd, Jessica and Carmen Cosentino, and Kirsten Potter. At bottom, Maria White.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature will spotlight SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
Carmen Cosentino’s parents began renting the property for Cosentino’s Florist in 1934 during the depths of the Great Depression and purchased it in 1940.
“When I asked my mom what made her think that she could succeed in such terrible times, her answer was, ‘When times are difficult in war and depression, if a man has only a dollar, he will spend 10 cents for a carnation,’” Cosentino says. “She has been right all these years.”
Cosentino, AAF, PFCI, graduated from Cornell University after studying horticulture and journalism. He briefly studied dentistry at the urging of his extended family, but quickly decided to return home to the family business. “I have never regretted the decision to come home,” he says.
His life-long career in the floral industry has earned him recognition, including when he received SAF’s Floriculture Hall of Fame Award in 1998 and the Tommy Bright Award in 2008. Now, at 90 years old, he works alongside his daughter, Jessica Cosentino, AAF, who is an accomplished designer leading the shop’s sales and design in funeral and wedding work.
What Excites Them
Carmen says the most exciting thing about his job is being able to continue making large arrangements and watching his daughter become involved with the management of the shop, which she will one day take over.
Biggest Challenge
Like many shop owners, the COVID-19 pandemic challenged their business in ways they hadn’t anticipated. When New York shut down in March of 2020, they had just received about $1,500 worth of flowers for a wedding.
Rather than see the flowers go to waste, Carmen and Jessica decided to turn those flowers into bouquets and deliver them to staff at local hospitals and nursing homes.
“More than 500 bunches were delivered,” Carmen says. “During the next 10 months we were pretty much closed on and off, but we persevered and are back stronger than ever.”
Keys to Success
“Our success, such as it is, is to keep active all the time and rely on good people,” Carmen says.
Both Carmen and Jessica are very active in their communities. Carmen has written a column, “Flowers, Plants and Things,” every week for 11 years for his local newspaper. They also have been supporting the Harriet Tubman Visitors Center and William H Seward House for 35 years with annual scholarships for local high school seniors. Jessica presents the awards annually. She also currently holds a state position with Zonta International, which advocates for women’s rights.
Additionally, Jessica feels the secret to her success is focusing on what she does best and not worrying about the competition.
“We have been in business for a long time, so I keep up with what we know and what we do best: great customer service, long lasting flowers, and beautiful arrangements,” Jessica says.
Why SAF?
Cosentino’s Florist has been a member of SAF for nearly 60 years. Carmen’s first encounter with SAF was attending a convention in San Diego, California in the late 1960s where he says, “the programs were fantastic and the people I met that week were people I wanted to get to know better.”
During the last 60 years, the Cosentinos have been very active with SAF. Carmen enjoyed the years he served on SAF’s councils and board of directors the most, finding that his service provided knowledge, friendships and problem solving. Carmen says joining SAF was the “best decision I ever made.”
Jessica has also been active in SAF. She served on the Retail Council and has competed in the annual Sylvia Cup Design Competition three times. She also leads the shop’s efforts each year for successful Petal it Forward events and Teleflora’s “Make Someone Smile” campaign.
The Cosentinos were recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.
