Chartreuse by Roje, a new boutique flower shop, opens Saturday at 2095 Market Street, at Church Street.
The space was most recently occupied by plant shop Plant Therapy before it expanded to a larger space next door.
Co-owners and husbands Jeff Dumlao and Roberto Cancel tell Hoodline that they've been preparing the space for its grand opening.
"We're not just your typical flower shop, we're a floral boutique," explains Dumlao.
Chartreuse by Roje opens at 2095 Market St. on Saturday, September 14. | Photo: Steven Bracco/Hoodline
Chartreuse will help fill the neighborhood floral void left when Plant Therapy closed last year without warning and its lease was terminated.
The neighborhood has long been a mecca for florists, with Urban Flowers, Not Just Flowers, Guy's Flowers, Ampersand, and Flower Corner operating along the nearby blocks.
Chartreuse will offer a wide selection of fresh-cut flowers and vases. Additionally, customers can pick up branded candles, furniture, and home decor items.
The shop is divided into four distinct design rooms with flowers and vases inspired by French, Art Deco, Secret Garden, and Mid-Century themes.
Everything inside the store, including the furniture, artwork, and an 80-pound moose wall mount, is for sale.
Photo courtesy of Chartreuse by Roje
Artwork is provided by local artists including handcrafted leather worker Ian James and painter Alison Price who made custom-designed pieces for the shop. According to Dumlao, Artwork inside the store will rotate every six months.
Dumlao explained that customers will be assisted with a concept of the floral arrangments will be assembled on Chartreuse's larger black walnut wooden table in the center of the room.
With a background in retail and customer service, Dumlao and Cancel are prepared to add a personal touch to each customer's experience.
"We plan to get to know who they are and what they like," said Dumlao. "Once they get the arrangement, they're going to connect with it."
Chartreuse by Roje's French theme design area. | Photo: Steven Bracco/Hoodline
Born in the Philippines and raised in San Francisco, Dumlao attended Balboa High School and San Francisco State before receiving a master's degree from Georgetown University.
After twelve years on the East Coast, Dumlao says he returned to San Francisco and worked for a few non-profit organizations and UCSF.
About a year ago Dumlao says he decided to pursue opening a floral shop. "I've always wanted to open a flower boutique shop," said Dumlao.
Dumlao says they chose the shop location because it's central to the Castro, Duboce Triangle, and Mission district and its proximity to transit.
Along with working directly with customers, Chartreuse will focus on business-to-business sales. Current customers include Castro wine bar Blush. Dumlao says they're creating a wine bottle-influenced arrangement.
Chartreuse by Roje's art deco-themed area. | Photo: Steven Bracco/Hoodline
With many floral arrangement options in the area, Dumlao says Chartreuse will offer something that will "tickle your curiosity and inspire you."
Chartreuse will be open Tuesday to Saturday from 10 a.m. to 7 p.m.
Once things get up and running Chartreuse plans to participate in the monthly Castro Art Walk.
Photo courtesy of Chartreuse by Roje
Dumlao explains the shop's name 'Chartreuse' is an homage to the first flower shop he worked at in Philadelphia's Center City neighborhood in 2001. "I immediately fell in love with that name," said Dumlao.
Then 'roje' combines Dumlao and Cancel's first names. Dumlao says they started using the name while hosting parties on their five-month-long honeymoon in Puerto Vallarta.
Dumalo says he's excited to open the shop and looks forward to its success.
"What I love about the potential of this shop is that it will evolve," said Dumlao.
