TRAVERSE CITY — Lilies of the Alley in Traverse City is preparing for a busy Valentine’s Day, offering custom bouquets and specialized delivery logistics for the upcoming holiday. The shop is encouraging customers to place orders early as Feb. 14 falls on a Saturday this year.
The floral and plant shop, located downtown on State Street, has operated in its current location for nearly a decade. Owner Libby Hogan, who has managed the shop through five Valentine’s Day seasons, said the Saturday holiday creates a unique routine for customers compared to weekday observances. The business focuses on a combination of local sourcing and international partnerships to maintain stock during the winter months.
Libby has owned the shop since 2021, though the business has operated in its current location since 2016. She previously worked as a creative director and florist across the country and internationally before returning to Traverse City. “I really wanted to connect with the local community,” Libby said. “I have a degree in art business and it was just like a really great way to combine the two of them into something that I really love.” She noted that her team works to manage both the creative and financial aspects of floral design. “There’s a lot of math involved,” Libby said. “We’re counting all day long because we want to do something that fits your budget but also kind of maximizes it and checks off all the boxes.”
Managing the holiday requires significant logistical planning, especially when dealing with winter weather in Northern Michigan. The shop uses a delivery matrix to plot orders on a map and creates color-coded routes to ensure flowers arrive safely and on time. Cold temperatures add a layer of difficulty to transporting delicate blooms. To prepare for the high volume of orders, Libby said she begins coordinating with suppliers as early as November or December using detailed spreadsheets to track quantities.
While roses are a traditional choice, the shop features various alternatives like specialty tulips and tropical plants. Libby highlighted frilled tulips and double tulips, which she said serve as a more affordable alternative to peonies. “Once you get them to your house in advance, they continue to grow every day,” Libby said of the tulips. “They kind of grow, dance, grow toward the sunlight and continue to open up.” The shop also stocks unique items like the Pink Ice Protea, a tropical flower. Libby said while she prioritizes locally grown flowers, the winter season requires sourcing from farmers worldwide through established professional relationships.
The holiday holds personal significance for the owner beyond the business demands. “Valentine’s day is a very special holiday to me as it’s my birthday,” Libby said. She emphasized that the holiday is an opportunity to show affection to anyone. “I think it’s such a fun holiday,” Libby said. “I mean, anyone can be your Valentine and it’s important to show people that you love them.”
Lilies of the Alley will accept walk-in customers for wrapped bouquets on Feb. 13 and Feb. 14. Preorders for arrangements are expected to close as the holiday approaches.
They’re located 227 E. State St and you can find them online at liliesofthealley.com