LET A MILLION FLOWERS WILT
Bloomberg Businessweek|April 20, 2020
As people everywhere cancel their weddings and big stem orders, the ripples are spreading to Dutch auction halls and the rose fields of Kenya
Zeke Faux, David Herbling, and Ruben Munsterman
LET A MILLION FLOWERS WILT

WHEN MEREDITH DEAN PICTURED HER MAY WEDDING, she imagined her guests walking through a meadow of wildflowers. The bridesmaids would carry bouquets, the groomsmen would wear boutonnieres, and a circle of flowers would surround Dean and her beau as they exchanged vows. A wall of flowers would serve as a backdrop for photos. Vases of buds would run down the center of long dining tables in a barn in New York’s Catskills. Still more flowers would hang above the dance floor.

Dean had chosen the date so spring blooms would be at their peak: bright yellow daffodils, fragrant purple hyacinth, puffy peonies, hydrangea, and, of course, roses. She hadn’t set a budget yet, leaving it to her floral designer to decide how many stems to order. “It would be a lot,” she says.

As reports of U.S. Covid-19 cases mounted in early March, Dean, a 29-year-old who works in development at the Museum of Modern Art in Manhattan, checked the news obsessively. When authorities cautioned against holding events for more than 250 guests, her colleagues told her not to worry—the wedding was still months off. And then on March 15, the Centers for Disease Control and Prevention said Americans should avoid gathering in groups larger than 50 for the next eight weeks. Dean’s wedding was seven weeks away, and she was expecting about 100 guests.

There wasn’t much for her and her fiancé, David Bradley, a research scientist for a pharmaceutical company, to discuss. Neither of them would put friends and family at risk. The next day, her first working from home in New Jersey, Dean called her wedding planners and told them she wanted to postpone the celebration. She was calm on the call, but when she hung up, she sobbed. “I’m not ashamed of having feelings,” she says.

This story is from the April 20, 2020 edition of Bloomberg Businessweek.

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This story is from the April 20, 2020 edition of Bloomberg Businessweek.

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