One fine morning at Rawabelong flower center
By Devi M. Asmarani and Primastuti Handayani
JAKARTA (JP): The flower sellers carry on a playful but intent banter with passersby, urging them to take notice of their wares.
"What are you looking for? Roses? Jasmine? Orchids? They are as beautiful as you," a seller calls out teasingly to a female visitor.
It is a regular morning at the Rawabelong flower market in West Jakarta, and more than 50 flower retailers are showing their own definition of an aggressive marketing strategy.
Most of the time, they succeed in winning the attention of interested visitors who, after the lengthy ritual of bargaining, end up making a purchase. Some of the visitors may become regular customers.
Frequenters of the market include housewives, florists and caterers, all of whom are willing to rise from their beds earlier than most Jakartans in order to get good deals on flowers.
The market, opened by Governor Wiyogo Atmodarminto on July 25, 1989, was built with investment of Rp 652 million (US$280,000).
Like other small-scale retail markets in the city, the sellers begin setting up their stalls at the 11,295-square-meter market in the wee hours of the morning. They are open for business by 2 a.m., two hours after the flowers are delivered by suppliers.
The flowers come from various areas, including the Bogor and Tangerang regencies, and Bandung, all in West Java. Some types of flowers, such as jasmine and sedap malam, are procured from Tegal and Ambarawa in Central Java.
The sellers occupy the 72 kiosks at the market until about 8 a.m., offering flowers ranging from those grown in mountain areas, such as roses, gladiola, marigold and aster, to orchids like golden shower, cattleya, chrysanthemum and dendrobium.
Prices at Rawabelong vary according to the seasons, but they are relatively cheaper than those at other flower retail sites in the city. They range from Rp 1,000 (41 U.S. cents) per bundle to Rp 60,000. For example, a bunch of 20 roses costs about Rp 5,000.
In regular weeks, sales at the market can reach around Rp 600,000 for orchids and Rp 300,000 for mountain flowers. The amounts can double during a major holiday season like Idul Fitri or Christmas.
The traders sell any remaining flowers at discounted prices to local florists.
"I don't want to throw them away if I can't sell them," a retailer named Sonny said. "I would rather sell them at cheaper prices."
Sonny, who sells asters, roses and carnations, said raised the prices three-fold at peak holiday seasons.
Muhidin, who sells orchids from a pickup truck, boasted that his flowers were also exported.
"My orchids are a little bit expensive, but you can see that they are of good quality and nicely wrapped with plastic wrappers," he said proudly.