A quick Southern hospitality quiz: Do you know what a “surcee” is?
It’s a thoughtful, unexpected gift meant to make your day decidedly better, and that’s the kind and giving spirit behind Surcee Bouquets, a floral boutique in the Grove Arcade. They create beautiful hand-tied bouquets, stunning floral arrangements and elegant orchid gardens to celebrate everyday moments and milestone occasions. Their mission is to elevate the art of floral gifting, which means that every detail — from the flowers to the wrapping — will make the gift-giving experience memorable.
They also give back through programs like Charity in Bloom, a monthly program highlighting local nonprofits and community needs, and their Fleuranthropy program that gives flowers a second life through volunteers who redesign and deliver little surcees to senior centers, women’s shelters and other community organizations.
We sat down and spoke with Clara Varga-Gonzales, owner of Surcee Bouquets, to talk about her history in the floral industry, the lessons she’s learned about running a successful business and the dreams she has for Surcee Bouquets.
How did you come up with your idea or concept for your business? How did you decide on a name?
After 30 years in the floral industry, I wanted to create a boutique centered on the pleasure of giving flowers. A birthday, a thank-you or even a little encouragement or simply thinking of someone can all inspire a beautiful gift. Surcee brings together my love of floral design and the details that make a gift feel personal.
The name captures that idea perfectly. A “surcee” is a thoughtful, unexpected gift meant to make someone’s day decidedly better. It’s a Southern expression with a generous spirit, and it felt like the perfect name for what I wanted to create.
What makes your business unique in its field?
We give as much thought to the experience of gifting flowers as we do to the design itself. Our hand-tied bouquets, arrangements and orchid gardens are complemented by beautiful packaging, personal messages and warm service. We want customers to enjoy choosing their gift and feel excited to give it.
Our specialty is floral gifting. We’ve intentionally chosen not to take on weddings or off-site events so we can devote our creativity and attention to the gifts our customers give every day.
“We give as much thought to the experience of gifting flowers as we do to the design itself. We want customers to enjoy choosing their gift and feel excited to give it.“
During your first year of business, what was the greatest lesson you learned?
One of the biggest lessons from my early years in business was that beautiful flowers alone don’t build a successful shop. You also need to understand your numbers, take care of your team and earn your customers’ trust. That balance between creativity and sound business practices has shaped how I work ever since. The other lesson I’d say is creating a workplace that allows for a sustainable work-life balance for both myself and my team.
Where do you see your business in the next year? The next five?
Over the next year, my focus is on building strong relationships in Asheville and refining a shop model that we can repeat thoughtfully. Part of that vision is a carefully chosen collection of flowers and signature designs. We don’t need to carry every flower available; we want what we do offer to be remarkable. That focus gives our team room to create exceptional work consistently and makes choosing a beautiful gift easier for our customers.
Over the next five years, I’d love to grow Surcee into a small collection of company-owned boutiques in markets such as Greenville, Charlotte and Savannah. With clear systems, strong teams and close oversight, each shop would deliver the same quality, personal service, and attention to detail while building meaningful connections within its own community.
“Beautiful flowers alone don’t build a successful shop. You also need to understand your numbers, take care of your team and earn your customers’ trust.”
What is your favorite part about doing business in the Asheville area?
I’m still getting to know Asheville — and that’s part of what I’m enjoying most. There’s so much creativity and personality here, and I’m excited to meet the people behind the local businesses. Being in the Grove Arcade gives me a beautiful setting to make those connections. I look forward to finding our place in the community and bringing a little joy to it through flowers.