Since 1962, Wesmount Florist has been creating dazzling floral designs. The same family, the Pickrell’s, now in its third generation, still run the family floral business. Wesmount Florist is best known for their bold displays as well as their exceptional event services and reliable flower delivery. We spoke with Brent Pickrell to learn more about his family’s floral legacy in Montreal.
What is your business called and what does it do?
Westmount Florist. We’re a full-service florist based in Montreal, specializing in premium flowers, plants and same-day flower delivery throughout Montreal, Laval, the South Shore, and the West Island.
What made you want to do this work?
Honestly, I kind of grew up in it. Westmount Florist has been in my family for three generations, so flowers were always around. What keeps me interested today is helping more people discover and enjoy flowers. I think flowers make people’s homes better, and they’re one of the best and most unique ways we have to communicate. If I can help get more flowers into more homes and more people’s lives, that’s something I’m proud of.
What problem did you want to solve with the business?
We want to get more flowers into more people’s homes. Traditionally, florists have focused on people sending flowers to someone else, and that’s certainly an important part of what we do. But flowers aren’t just gifts—they’re something people should enjoy themselves. A lot of florist websites and products aren’t really designed with that in mind. We try to make it easy for people to buy flowers for their own home, whether it’s to brighten up a room, make a space feel more welcoming, or simply enjoy something beautiful. We think more people would have flowers in their lives if buying them for yourself felt as natural as buying a candle, a plant, or a nice bottle of wine.
Who are your clientele/demographics?
Pretty much anyone who wants to make someone’s day a little better. We serve individuals, families, and businesses across Montreal. We deliver a lot of birthday, anniversary, sympathy, and corporate flowers, but the reality is our customers range from students sending a bouquet to their mom to large companies sending gifts to clients.
How does your business make money? How does it work?
Customers order flowers from us online, over the phone, or in one of our stores. We source the flowers, design the arrangements in-house, and deliver them ourselves throughout the Greater Montreal area. Most of the orders are for life’s important moments… birthdays, anniversaries, new babies, sympathy, Mother’s Day, Valentine’s Day, and everything in between.
Where in the city can we find your profession?
You can find us at our stores in Westmount and Pointe-Claire, but honestly, most people find us online. Flowers tend to come to you rather than the other way around.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
“Do you have a physical location?”
A surprising number of flower websites aren’t actually florists at all. They’re order gatherers… Companies that spend money on marketing, take your order, keep a portion of the money, and then try to find a local florist to fill it. Many don’t have a shop, designers, delivery vehicles, or inventory of their own.
A real florist should have a physical location, professional designers, and a delivery operation serving their local community. When you order directly from a local florist, more of your money goes into the flowers themselves, communication is easier, and you’re dealing directly with the people making and delivering your order.
The easiest way to avoid disappointment is to make sure you’re buying from an actual local florist, not just a website.
What is the best part about what you do? What is the worst part?
The best part is being involved in people’s important moments. We get to be part of birthdays, weddings, new babies, anniversaries, and sometimes help people through difficult times as well. The worst part is that flowers don’t care if it’s Mother’s Day, Valentine’s Day, a snowstorm, or a long weekend. They still need to be processed, designed, and delivered on time.
What is your favourite joke about your own profession?
I can’t tell you how many times someone has said, “When I retire, I want to be a florist.” I always tell them to come spend Valentine’s Day with us first. Most people imagine florists standing around smelling roses all day. In reality, it’s a physically demanding business involving trucks, ladders, heavy buckets, long hours, and a lot of lifting. Flowers are beautiful, but floristry is definitely not retirement work.
Where can we follow you?
Website | Instagram | Facebook
PAY IT FORWARD: What is another local business that you love?
I’d give a shout-out to Lou’s. They’re one of our neighbours in the Pointe-Claire Village and have become an important part of the community. They’ve built a great business, created a place where people want to gather, and have played a role in helping revitalize the Village over the years. It’s always great to see local businesses investing in their community and contributing to what makes a neighbourhood special.
