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1960 Gerrard St E, Toronto ON M4E 2B1
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Few professionals have as unique and intimate a relationship with their clients as florists. They help people communicate feelings and emotions through flowers of all shapes, colours and scents, grasping the subtleties of the message being sent, whether it’s to a significant other, family member or even a complete stranger. So it’s no surprise that finding the right florist, one with a knack for reading between the lines and a grasp of the finer points of the art, may seem like an intimidating job. Until you meet Reed Russell, that is.

Reed has been in the flower business since 1986, the year she took over an existing flower shop and made it her aim to translate feelings into flowers. “I had no experience in floristry back then; I was a stay-at-home mom, but a passionate gardener. Eventually, I started looking for a place to work at. I used to shop here before I bought the business, so I thought why not acquire it and make it some sort of life project? So I did, and my career in floristry started in February 1986 when I bought the store. Trial by fire,” Reed says, laughing.

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    Catherine H

    I have been coming to East of Eliza since its inception on Gerrard Street and I love working with Reed and her wonderful staff to help me create beautifully magical whimsical romantic arrangements. Reed and her staff also to help me with my planters. The Secret Garden at the back o the shop is the best for summer garden flowers. One of my favorite places in Toronto!

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    Top Flower Shop combines high quality and artistry

    Over the years, East of Eliza's has done our flowers and arrangements for a wide range of celebrations and holidays - formal anniversary dinners, retirement functions, birthday celebrations, Christmas gifts and just everyday floral 'pick-me-ups'! We continue to go back year after year not only due to the excellent service (arrangements have always been ready and delivered on time) but because of the quality of Reed's materials and the true artistry and care that she and her team put into their work. I can not recommend her store more highly, both to those who live in the Beaches-East End and to those who live farther afield.

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