West Milford As the big box stores continue to choke mom and pop store owners out of existence, local business owners have to stay on their toes. “We have to re-invent ourselves, always be on the look out for new ideas, be creative and be innovative,” West Milford Florist owner Jill Canty said. While keeping the shop open has been a challenge for many small business owners, the customers who shop locally seem to benefit in several ways; first, there’s the convenience and savings on time and gas, and second, inviting new products are filling the shelves, right here is West Milford. Canty, who took over the 60-year-old West Milford floral business from her father in 1978, knows her stuff. She practically grew up in the shop and remembers the town having many small businesses; butchers, bakeries, shoe stores and dress shops. Growing up in town, she still enjoys seeing familiar faces come through her shop door. Between Canty and her side-kick designer Linda Stack, there’s about 70 years of floral design experience and customer satisfaction. Both have studied under various designers and both attend seminars to keep up with the latest trends. “The elements don’t change but the techniques do,” Canty said. Canty looks for top quality in all her flowers. Flown in from California and Florida and such far flung locations as South America and Israel, the flowers are quality-tested for longevity and performance. “It has to be the best product available,” she said. West Milford Florist also houses a surprisingly large and comprehensive gift department, fresh flowers aside. There are candles, night lights, lotions, cards, gourmet food baskets, candies (the chocolate covered cashews are amazing, by the way) and custom silk arrangements, among many other gift items. For Christmas there are ornaments, flags, wreaths, table runners and much more. As the holidays approach Canty has stocked up on evergreen branches, pine cones, berries and beautiful ribbons, well prepared to create that custom centerpiece. “Be surprised, come inside. We are more than just flowers and you can set your entire holiday table right here in West Milford,” she said. Canty has been through many stages of life with her customers; births and birthdays, weddings, anniversaries and funerals. And then there’s also that “I’m sorry” bouquet that has freed many a man from the confines of the dog house. She knows the town and its people. She knows that flowers are the last thing people buy for themselves as they look at their depleted holiday budgets, but she also knows how welcome a beautiful bouquet or arrangement is, the fragrant final addition to someone’s holiday table and décor. West Milford Florist is located at 1811 Union Valley Road. The big smiling flower face, a West Milford icon and source of local driving directions for many years, will welcome you to a pleasant shopping experience. Gifts start as low as $3.99 and weekly specials will be posted in the store. Business hours are Monday, Wednesday and Friday, 10 a.m. to 6 p.m.; Tuesday and Thursday, 10 a.m. to 5 p.m., and Saturday, 9:30 a.m. to 4 p.m. The Web site is www.westmilfordflorist.com. Call Jill or Linda at 973-728-9521 for information or to discuss your special needs.