KATHY MILLAR
Living Assistant
John Cosentino, co-owner of three Cosentino’s shops in Malibu, comes from a family of florists and has had a career in the florist industry for the past 18 years.
Cosentino’s family first became involved with the industry in 1955 when they opened a shop in New York City.
He grew up working in a family-owned flower shop in New York City, and when his family moved to Los Angeles they opened a garden center in Malibu in 1979.
Soon after, they were running a florist shop in the area, and the business grew from there. However, Cosentino remembers the time when he ventured into a different career as a lawyer.
After Cosentino graduated from law school, he worked as a lawyer in Beverly Hills for two years. Yet, Cosentino found dissatisfaction in this work largely because he felt it was too monotonous.
When he returned to work at his family-owned flower shops in Malibu, he said he realized what makes working in the flower industry so appealing.
“Everyday represents a new project,” Cosentino said. Unlike other jobs where people get burned out, it’s a privilege working in a flower shop.”
Cosentino’s flower shop in Malibu Plaza is characterized by a relaxing, home-like ambiance, with slightly dimmed lights and jazz music playing in the background.
Flower arrangements adorn the store in decorated pots, and a vast array of antique-Italian home decoration items are on display. Framed paintings line the walls, and sporadic arrangements of seashells provide an extra dose of eclectic Malibu decoration.
Pepperdine students have long been a part of Cosentino’s staff.
Cosentino said at least one third of his crew is currently comprised of Pepperdine students.
Cosentino has found success with running his stores in Malibu through building relationships with his long-time clients, providing a personalized shopping experience and tailoring his shops to the business needs of the community.
“In an age where people don’t personalize business, I do,” Cosentino said.
Cosentino enjoys asking his clients about their children, family and spouses.
He boasts that he knows exactly what his clients like when it comes to flowers, and he said that sometimes he is even asked to write the greeting notes that go with the flower arrangements for his clients.
Cosentino said he sees working with clients as a challenge, and his goal is to make them smile when they come into his store.
“I take pride in that,” Cosentino said.
Cosentino finds online businesses frustrating because he believes that interaction with customers is important, especially as the business owner.
“There is a human element involved, and for me, I’m more comfortable with that,” Cosentino said.
Cosentino draws upon the knowledge he has gained from a lifetime in the flower business on a daily basis, and he said that the flower business is unique because it is subjective and aesthetic.
Currently, roses are the most popular flowers that are sold in his Malibu Plaza store, while sunflowers are the second most popular, followed by orchids.
However, Cosentino does not want his flowers shops to just be known for selling red roses. He makes sure that his Malibu Plaza store carries at least 12 different roses a day. to cater to the uniqueness of his Malibu clients.
Pepperdine students have long been a part of Cosentino’s staff. Cosentino said at least one third of his crew is currently comprised of Pepperdine students.
09-14-2006
