Florist Spotlight: Herbert E. Berg Florist Inc.

For 90 years, Herbert E. Berg Florist Inc. has been a trusted part of the Worcester, Massachusetts community—creating meaningful floral designs and standing alongside customers through life’s most important moments. Founded in 1935, the shop is rich with history, tradition, and heart.

FTD recently spoke with current owner Sally Jablonski, AIFD, whose personal journey and dedication have helped carry the business forward for decades.

A Life Rooted in Flowers

Sally’s path into floristry began early. Growing up in Millbury, Massachusetts, she lived across the street from a greenhouse business and spent her afternoons helping customers load plants into their cars and plan their gardens. Flowers quickly became more than just a hobby—they became a calling.

She went on to attend the Stockbridge School of Agriculture at University of Massachusetts Amherst, taking her first floral design class at just 18 years old and earning a bachelor’s degree in Plant and Soil Science.

After graduating, Sally met Herbert “Herb” Berg, who was looking for someone to eventually take over his business. With her plant knowledge, growing floral experience, and Swedish heritage—particularly fitting in Worcester’s Quinsigamond Village, once known as “Little Sweden”—the match felt natural. Sally worked alongside Mr. Berg for 10 years before purchasing the business, and she has now been its owner for more than 30 years.

Today, Herbert E. Berg Florist proudly celebrates 90 years in business and 75 years as a member of the FTD network.

Balancing Tradition With Change

Running a long-standing local florist comes with unique challenges. For Sally, keeping the business fresh while adapting to ever-evolving technology has been one of the biggest hurdles—especially considering that when the shop first opened, orders arrived by Western Union telegrams delivered on bicycles.

But the rewards far outweigh the challenges. Sally describes her customers as extended family. Over the years, she has designed flowers for births, weddings, anniversaries, and funerals—often for multiple generations of the same families. Many customers have become close personal friends, and Sally is frequently viewed as a trusted expert, guiding them through life’s most meaningful events.

“This business isn’t just a business; it’s a way of life.”

When Flowers Offer Comfort

One of Sally’s most recent experiences underscores the quiet power flowers can hold.

A grieving father came into the shop seeking flowers for his daughter’s memorial. Years earlier, she had been the victim of a tragic crime. Sally created a bouquet for the fence where she was remembered, and when he asked the cost, she told him there would be no charge.

The father embraced the team, overwhelmed with gratitude. In that moment, flowers became more than an arrangement—they became comfort, compassion, and connection during an unimaginable loss.

Deep Community Ties

Sally’s relationship with Worcester extends far beyond the walls of her shop. She has coached her son’s teams, participated in community centers and local government focus groups, supported cultural institutions with floral donations, taught classes at senior centers, and regularly donates flowers to charitable organizations.

These connections have helped Herbert E. Berg Florist remain not just relevant, but deeply woven into the fabric of the community it serves.

Advice for the Next Generation

For those considering a career in floristry, Sally emphasizes the importance of support and commitment. The floral industry is demanding—especially during holidays—and having a partner or support system that understands those demands is essential.

She also encourages aspiring florists to stay active in their communities, continue their education, embrace new trends and technology, and always strive to be an expert in their craft.

A Legacy Built to Last

Sally’s connection to FTD runs deep. Encouraged by Mr. Berg to be involved, she became a district officer and was part of the first florist group to adopt the Mercury Advantage technology system. Over the years, she has remained a proud FTD member for the technology, services, and educational opportunities that support florists nationwide.

The shop itself is located in a historic duplex built in 1870 in Quinsigamond Village—once a thriving Swedish immigrant neighborhood centered around the American Steel and Wire Company. Sally played an active role in long-term neighborhood revitalization efforts and even restored the shop’s original porch in 2013 using a photo from the early 1900s.

Today, Herbert E. Berg Florist stands as the last original business still operating in Quinsigamond Village—a living testament to resilience, history, and community spirit.

After 90 years, one thing remains unchanged: the belief that flowers matter, relationships matter, and serving a community with care is always in season.

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