We spoke with florist Kelley Neal of Ediths Collective about how to choose the right kind of arrangement or gift for Valentine’s Day.  Neal has been involved in the floral industry since 2004, and has run Ediths Collective on Highway 38 in Oneida County since he opened it in 2020.

What makes a good
Valentine’s Day gift?

A great Valentines gift is something given genuinely from the heart. It doesn’t need to be big or flashy. A dozen roses or an Edith’s Designer Choice arrangement is sure to tug at sentimental heart strings. 

How would you advise people to choose the right fresh flowers for their specific Valentine?

Choosing a fresh florist over a retail chain store guarantees a higher quality floral that will last much longer. Grocery stores and other chain stores purchase their flowers from distributors over seas that generally have been picked and processed weeks earlier. By the time the product hits the sales floor they have been touched by multiple hands. Many are considered ‘consumer bunches’ with little attention being paid to the personality and needs of the end consumer. 

What is it about plants/flowers that makes them so suited for a holiday like Valentine’s Day?

Giving flowers and plants as V Day gifts are a centuries-old tradition rooted in family customs, floriography, and the desire to express admiration and love. The act of giving flowers or a plant acts as a symbolic gesture of affection and commitment. Flowers are a sensory gift that can improve mood and strengthen emotional connections due to their beauty and scent. Flowers are a thoughtful way to convey emotions that words cannot fully express. 

How would you describe
your business?

Edith’s is a full service florist and gift collective housed in grain silos. Our establishment offers a collection of unique curated products of high quality at an affordable price. Customers come from all over south east Idaho and neighboring states to find items that are as unique as they are. Many consider Edith’s Malad’s best kept secret but word has circulated about the products and services offered. Customers are always in awe at the ambience and array of products and services extended to our end consumer. 

What are the best ways for interested customers to find you?

Best way for interested customers to find us is to ask neighbors and friends their preferred place for quality flowers and gifts. More often than naught, Edith’s name and reputation will come up in the conversation. For those who may be unfamiliar with us, we encourage them to visit the silos the next time they pass through Malad. We are located just one mile west of Malad on Highway 38. Individuals can find us on all social media platforms or call us directly at 801-580-4762. Generally our website is operational but because of the high demand and time of year, we prefer those interested in ordering flowers to call us directly. We are one of a few full service florists who will deliver to small neighboring communities like Lava Hot Springs, Marsh Valley, Grace, etc. Many use us for not only their season floral needs but also for weddings, funerals, corporate events, etc. People are always in awe at our client base and reputation. 

What events are you looking forward to this season?

Our customers look forward to our seasonal silo-brations. Our showroom is flipped for each holiday or season. We encourage those not familiar with Edith’s to also consider us for Mother’s Day. Individuals can find beautiful hanging baskets in addition to cut florals and gift items. Visit us and add your name to our mailing and email list for exclusive invitations to unparalleled experiences.   We pride ourselves in being an exclusive distributor for many product lines. Our selection and service has given us a competitive edge over large boutiques and home accessories stores in metropolitan areas. People call us from all over the United States for some hard to find products.  You can visit edithscollective.com to see what we offer.