FINE Magazine / April 2011 / According to Adelaide

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According to Adelaide

From peonies in May and lilacs from Julian, to a vast array of grace and charm in bloom each season, Adelaide’s in La Jolla has since 1936 established a tradition of passion and community; ensuing not only bountiful designs inspired by Mother Nature, but has – in the process – cultivated a business with heart. The iconic boutique – stepped along the historic pathways of Girard – is now under new ownership, bearing witness to the legacy and living testament of Adelaide and the Phillips family.

Receiving notable accolades from a number of publications each year, along with the overwhelming support of clientele near and far, Adelaide’s – a European-style boutique extending daily floral designs, home and garden décor – celebrates 75 years of floral tradition and tenacity, stemming from an ever-present entrepreneurial spirit. Delighting the senses with an orchestrated affair of fresh stems and bouquets along the brick-laiden storefront, Debbie Newell, Adelaide’s newest owner of five months, hopes to bring new energy and forward motion to the brand, without changing the very essence of its existence.“Adelaide’s is about the experience of being here,” notes Newell, who holds a background in design, taking the unexpected opportunity with the shop as an outlet for her craft. “We are [foremost] a family. And that is the success of Adelaide’s. We attribute this to the Phillips’, [simply] honoring their legacy. We have several clients who have been coming here for 30+ years. The tradition is our business – it’s the heart of what we do, and keeps us moving forward.”
Newell and her brother invested in the floral boutique last November, taking on the third generation, family-owned business from Gina Phillips, Adelaide’s granddaughter; a venture that once began with an operating budget of $6 and a road-side stand along Highway 101 in Encinitas.
Known for exceptional quality and service, Adelaide’s continues to support a host of community charitable organizations and fundraising events; from the La Jolla Historical Society’s Secret Garden Tour in May and Del Mar Racing in July, to annual exhibits for the County Fair, San Diego Museum of Art and the Music Society. “It’s personal to be a part of the community,” states Newell. “It goes beyond the exposure [of the business], and involves [the act] of giving back; [not to mention] being a part of what our clients are so passionately involved with.”
On average, the boutique carries 50 floral varietals (each in varying color), with holiday events and celebrations touting 75-plus.  Casablanca’s and all white arrangements are requested most, for a palate displaying a clean and elegant design. And according to a shop designer, the boutique’s practicing philosophy involves everything from the garden in their designs, including fruits, vegetables and greens. Apples, grapes and pineapples are displayed for December, with potatoes in the fall, and even the daily use of kale for added dimension and interest. And while Valentine’s and Mother’s Day are considerably the two busiest seasons for the designers, Adelaide’s holds great pride in celebrating daily life moments with its clientele, serving weddings and anniversaries, intimate dinners for two, as well as a welcoming arrangement in the foyer.
According to Newell, “Business is so much more than the bottom line. It’s about our clients, the people who work here, and creating an enjoyable experience for everyone. We are [simply] a business with heart.”

Adelaide’s Flowers
www.adelaidesflowers.com