Smiles bloom at Ruben’s Flowers

On weekday mornings, bumper-to-bumper traffic clogs up U.S 1, putting some drivers in a bad mood. But relief is just a couple blocks away — at a flower stand that brings a smile to everybody who passes by.

Ruben’s Flowers, 3246 Bird Ave. near the Home Depot, is the place to go for fresh beautiful flowers at affordable prices. Owner Ruben Otero, 55, has been in the business for more than 30 years.

“A flower makes people smile; it doesn’t matter if they are receiving it or buying it.” he said. A poet at heart, he adds, “Flowers are like women – you have to take care of them.”

Born in Argentina, Otero used to sell bananas at fairs before moving to Miami in 1980. He figured that since flowers were prettier than bananas, selling them was going to be a more cheerful job. A friend who was in the business helped Otero get started. He learned how to say the colors and names of the flowers in English and soon established his own flower stand.

Every day at sunrise he sets his stand in his front yard. He has an assistant, Maurice Smith, 56, a homeless man who has worked for Otero for the last five years, helping him clean, put up the stand and take it down.

Otero sells different types of flowers, such as daisies, sunflowers, and roses, that come from all over the world, including Ecuador, Colombia, Costa Rica and Holland. There are deals of dozen roses for $10. He says he loves bringing joy and happiness to his customers by selling them quality flowers. In 2005, he won the Miami News Times Best of Award in the category of Best Florist.

“He has a great selection” said Emily Carballo, a regular at Otero’s stand.

Well known around Coconut Grove, Otero’s charisma and charm make visitors feel welcome at his house.  ”The Coconut Grove public is special,” he said. “[They] know what they want and appreciate quality.”

He lives with his dog, Blanquita, who keeps him company all day. Neighbors often honk and say hello when they pass by. When not selling flowers, he’s watching soccer on TV or chatting with friends.

“I always come and buy here and I always have a good time talking to Ruben”, said Deisy Medina, another regular customer who gets flowers for the family she works for.

Flowers have their own vocabulary, Otero says. “With flowers you can give any message you want, without saying anything. It’s the detail and the occasion that matters,” he said, adding, ” Flowers are culture.”

At dusk he takes his flowers inside the house and gets ready for the next day, and another chance to make people smile.

“I’m the happiest man on earth,” he said.