When Shigeichi and Yukie Nakamoto founded Beretania Florist in 1937, they likely could not have foreseen that their little shop would survive across four generations of family proprietorship and 76 years of community life.
And as much as Generations III and IV understand the hard work and perseverance that undergirds such an accomplishment, they also understand that in the age of the big box, a local family business only survives on the continued goodwill of an extended family of loyal customers.
Thus, each September the shop allows profit to shuffle off the ledger to celebrate the real dividends of service with a massive giveaway of roses.
This year Beretania Florist gave away some 76,000 roses — a dozen per customer — in acknowledgement of its 76 years in business. Each customer was asked to keep one rose and give the other 11 away.
"It’s always a fun day," said Celeste Nakamoto Farina, who took over the business from her mother, June Nakamoto, last year.
The goodwill traveled quickly.
Cecilia Cristenson-Wade gave most of her flowers to friends she’s made through her work as a Realtor.
"They were happy as clams to receive them," Cristenson-Wade said. "The men wanted to save them for their wives. The women were very excited to receive them."
Christenson-Wade also gave a pair of roses to her chiropractor and his receptionist, and to one of her favorite greeters at the main dining room at the Pacific Club.
She also made it a point to share her bounty with a special friend and client who has been going through a rough time with illnesses in her family.
"I knew she would be on her way to work in Chinatown," Christenson-Wade said. "We met in the parking lot at the Pacific Club, and she and her husband were flabbergasted as I handed each of them a rose."
Daryl Masaki, owner of Masaki’s Auto Repair, also stopped by for dozen. He shared his flowers with his business neighbors along Beretania, including a woman at the window covering shop across the street who had just lost her brother to cancer.
"It’s nice to have a chance to take some time and talk to the people around you," Masaki said. "Sometimes we’re so busy that we don’t take time to smell a rose."
To make the experience even more worthwhile, the florist also solicited donations to fight hunger in the community, amassing a not-so-small mountain of canned goods for the Hawaii Foodbank.
"Good Neighbor Day is a just a fun opportunity for us to give thanks to our customers and to give a little back to the community," said Reece Farinas, a fourth-generation Nakamoto family member who serves as sales and marketing director.
Reach Michael Tsai at mtsai@staradvertiser.com.
