Valentine’s sales not a bed of roses for florists

AMMAN — Retailers at Amman Flowers Bourse are preparing for Valentine’s Day, although some are not optimistic over sales.

Florists interviewed by The Jordan Times said the business used to boom during Valentine’s Day in the past years, but lately, the scene has been different due to economic and regional factors.

Waleed Mufti, a general manager at a rose production company at the bourse, said the price of one rose used to cost between 900 fils and JD1.

Now, a red rose is worth 600 fils on Valentine’s Day and 500 fils on normal days, he said.

Ehab Tomeh, a board member at the same company, said that although demand for red roses is high, the business usually booms on Mother’s Day.

“People ask for different kinds of roses,” he said, adding that he has no statistics on demand during Valentine’s Day.

Tomeh noted that the economic situation and instability in the region have negatively affected the flower market in Jordan.

Osama Wardeh , the head of the flowers division at the Greater Amman Municipality, said the Amman Flowers Bourse, which is affiliated with the markets department at the municipality, is the “rose hub for stores in Amman”, adding that more than 100,000 red roses entered the bourse.

“There are around 130 flower stores in Jordan, and there are five companies at the bourse. The price of one flower ranges between JD2.5 and JD5 outside the bourse and sometimes reaches JD10 with accessories,” Wardeh added.

India, Kenya, Ethiopia and Ecuador are among the countries that export flowers to the Kingdom, according to the bourse.