Wauwatosa’s Rose’s Flower Shop will close at the end of June. Ultimate Confections plans to move into the vacant space.
Walking in and by the businesses that wrap the corner of North 68th and West Wells streets can feel like stepping into a time machine.
Whether it's the original ceilings still present in a century-old building or old photos lining the walls of the multiple family-run businesses, it seems there is a vintage magic to the community of storefronts nestled within the Wauwatosa neighborhood.
The business that has defined the block of storefronts is Rose’s Flower Shop, whose owners, Philip and Monique Krainz, have decided to retire after decades spent selling flowers in Wauwatosa.
“The important thing is that it was our decision … and we just felt it was time. We had our best year ever, and we felt it was right to go out on top,” said Philip.
The Krainzes plan to close the shop June 30.
Rose’s Flower Shop got its start in 1943, named after Philip’s Aunt Rose who ran the shop with his father. Spending his childhood learning from his family, Philip took over the business with Monique in 1993.
Since then, the couple has been a fixture on the corner, usually working each day together, and living their dream. In fact, the flower is a fitting symbol for the couple who have used their love and passion to help others express theirs.
“When someone, usually a man, comes in and doesn’t know what to get, we love asking questions and helping to create something that will make the person they are giving the flowers to happy; that will be missed,” said Monique.
A tight-knit community
As the couple reminisced, they recalled weddings they were asked to decorate just hours before the events, and others where they provided $35,000 worth of flowers. But the thing they said they'd miss most can be summed up in one word: community.
The Krainzes emphasized that the connections and interactions they were able to make with the community that sustained them has been one of their great joys.
“Our customers aren't just customers. We know when they have deaths, or when they have births, or when their kids are going to a new school … so it has always been community based,” said Monique.
When the couple announced their plans to close, there was an outpouring of messages on social media as community members expressed how much the flower shop meant to them.
“You will be missed beyond words! Thank you for the many moments of joy your flowers brought to all of us,” said a customer in a Facebook post.
In addition to their customers, the Krainzes have also become close with other businesses they serve as landlords, including including Balistreri's Pizza, La Tarte and Old Towne Cobbler.
“The average resident in these units I would say has been here 25 years? Yeah, so we feel like there is something really special going on here,” said Philip.
His feelings about those other businesses are reflected in the fact that he turned down an offer to buy all the units that make up the community of storefronts.
“Sometimes it’s not all about the money, it’s the people. I care for the eight other businesses here, and it’s somewhat my responsibility to make sure this keeps going,” he explained.
Filling the vacant space
One of those eight businesses will also make a change this month, as chocolate shop Ultimate Confections plans to fill the space the Krainzes are vacating when they close Rose's.
Ultimate Confections is currently about three units away from the corner storefront. Owner Pat Murphy said he was initially reluctant to move, citing change as an important factor.
“I'm not going to lie to you, I was all nervous about it because, you know, I know it's only a few feet down the street, but people get so accustomed to coming into your location,” said Murphy. “I think I've been here in my location for 27 years now.”
Despite that hesitation, Murphy said he could not resist the opportunity to move into the “anchor” storefront and hopes to open in the new location in September.
“I think it will be great. We will catch views from both streets now, and not only that, we will have more space, so it’s a practical decision as well,” he said.
“Rose’s is great, they have done a lot of great things on that corner for years, and I was honored to be asked to move into the space,” said Murphy. “Certainly we're not flowers, you know, we're chocolates, but I think we share a lot of the same qualities, so we are excited to continue the legacy.”
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Beck Andrew Salgado can be reached at 512-568-4070 or Bsalgado@Gannett.com. Follow him on Twitter at @Beck_Salgado