Kristaps Mellups, at the age of 21, is launching his flower business 'Frēzija' in Rūjiena, Latvia, just in time for Valentine's Day. He prepares various floral arrangements to meet the anticipated demand, as this is his inaugural holiday as a florist. To ensure a successful entry into the market, he has planned ahead, ordering a wide selection of flowers that can create unique and appealing compositions rather than relying solely on traditional roses. As Valentine’s Day approaches, the preparation work is intensifying with numerous customer requests coming in via phone and in-person orders.

In addition to flowers, Kristaps also has experience in baking, which has influenced his business approach in the floral industry. He reflects on his journey, expressing that he never originally planned to start a flower shop but found his passion in floristry after his time spent in baking. This dual expertise allows him to innovate in his presentations and services, blending floral beauty with the charm of baked goods. As he gears up for Valentine’s Day, he is optimistic about creating a memorable experience for the customers, leveraging his baking skills to potentially complement his flower business.

The vibrant business atmosphere in Rūjiena indicates a growing interest in local florists and artisanal shops. With Kristaps’ youthful energy and dedication, he represents the new wave of entrepreneurs who are embracing local traditions while adapting to modern customer preferences. His story highlights not only the significance of Valentine's Day for flower shops but also the broader trend of local businesses revitalizing community engagement in Latvian towns.