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‘They make people happy, they make you feel good,’ Broadway Florist spreads joy through flowers for the last 92 years

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Broadway Florist
Broadway Florist Mom's Day Sign
Broadway Florist

ROCKFORD (WREX) — When someone is in need of a pick-me-up, flowers can easily do the trick. One flower shop in Rockford has been doing exactly that for more than 90 years.

Broadway Florist has put its expertise to the test to make beautiful bouquets since 1929. But there are much more to those arrangements that meet the eye.

"They look pretty, they smell good. I mean what's really better than having multiple things that really make things feel good so," said Rockford resident Scott Dabson.

Flowers can carry a different meaning everywhere they go.

"We do funeral work, we do wedding work. You know your anniversaries, your birthdays, I mean it's every holiday or momentous thing usually incorporates something in the flower or plant area," said Broadway Florist Owner Michelle Stocker.

One of those holidays is Mother's Day coming up on Sunday. It's an extremely busy and wonderful time for Broadway Florist says Stocker.

"The really fun ones are when they bring the little kids because they go in the cooler and they pick. 'Mom's going to love this and this' and they pick out something themselves and that's the fun part of it, to see the kids get excited," said Stocker when thinking about past Mother's Days at the shop.

Hundreds of fresh flowers arrive to the sop from local and Wisconsin vendors every day. Experienced designers then get to work to create stunning arrangements. It's part of the reason the business has been operating in Rockford for more than 90 years.

"Everyone that has taken a part of the place from beginning to now, they show pride in what they do and they enjoy what they do and I think that's what comes forth when you receive an arrangement," said Stocker.

"I think it's got a lot to do with the way they handle people, and the way they work with people and the way they help people. You don't last that long without doing all those things and doing them well," said Dabson. "It's nice to come to somewhere where you know that they are ingrained in what we do in the city."

Stocker wanted to continue the traditions when she took the reigns of the shop seven years ago and moved locations.

"Flowers are something to make people smile. They make people happy, they make you feel good to receive them and for whatever reason it's something we can look to to say that's a happy moment," said Dabson.

Quality bouquets designed to leave you a lily happier.

Broadway Florist has a number of Mother's Day Designer's Choice Bouquets at different price ranges. It also offers other items like jewelry, indoor and outdoor home décor and more. So learn more about Broadway Florist, click here.

Author Profile Photo

Cassandra Bretl

Cassandra is the morning reporter for 13 News Today.
She joined the WREX team in July of 2019 after graduating from the University of Wisconsin – Milwaukee with a major, minor and a certificate.
She is excited to bring her skills back to the 815 where she is originally from.
You can contact Cassandra at

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