The Posy in Miami Beach is hosting a party for gal pals to get them in the shop to see new products and realize the business’s fun side.

Why pigeonhole Valentine’s Day as a celebration of romantic love? In Miami Beach, Florida, Zoë Galitz, owner of The Posy, wants locals to observe the holiday by showing a little affection for their gal pals.

On Saturday, February 3, the shop will host “The Posy’s Galentine Bouquet & Brunch” for female friends to hang out, enjoy snacks and hone their design skills. The $60 fee covers bagels, rosé, premium flowers, mercury glass vases and floral foam. The event’s name reflects the female-focused celebration concocted by Amy Poehler’s Leslie Knope on the former NBC sitcom, “Parks and Recreation.”

Last year, Mum’s Flowers in Whitehouse, Montana used a similar concept to generate excitement for the holiday, score some fun images for social media (the shop set up a photo booth for guests to commemorate the event), garner press coverage and expose customers to non-floral gifts, such as champagne-flavored gummy bears, bath bombs and dainty, diamond-encrusted stud earrings.

Owner Cara Lard said she considered the Galentine’s Day Party “an investment in the brand’s reputation as a community player” and a great way to get people in the door. “The ultimate goal with an event like this is to have people think of our shop as a fun place and to remember us when they need a gift for a friend or are planning their wedding,” she said.