From pushing pens to pushing flowers, this pair's love for the job is in full bloom

A PAIR of florists who gave up their office jobs to indulge their creative and romantic sides relish Valentine's Day.

Elen Minas and Ludmila Fedorovitch

A PAIR of florists who gave up their office jobs to indulge their creative and romantic sides say they wouldn't change a thing, not even on the busiest day of the year.

Ludmila Federovitch, who turned her back on marketing, and Elen Minas, who gave up her finance career, met while studying floristry before buying Pure Flowers in Lane Cove in 2011 from its long-time owners.

On the eve of their second Valentine's Day as co-owners, Ms Federovitch said she was happier than ever in her career.

"We're both corporate career-changers who love what we do," she said.

"Just to see the smile on somebody's face when they receive one of our bouquets makes it all worth it."

The pair will work long into the night tonight in preparation for a busy Thursday.

Friends and family will chip in, Ms Federovitch said, to ensure they can meet the demand on February 14.

"It's a real team effort but the great thing is that love is in the air for those few days each year," she said.

She said long-stemmed red roses were again the pick of the bunch this year but those looking for something a bit different could find that too.

"Alternative ideas are beautiful burnt orange or soft pink long-stemmed roses," Ms Federovitch said. "Seasonal flowers are popular and we can use lillies and berries to make up whatever the client needs."

She said the pair encouraged orders in advance but were happy to cater to those who left shopping to the last minute.

"We plan for the day and pre-make bouquets ready to go so there's a selection available if somebody wants to walk in," Ms Federovitch said.

"We'll be open from early (Thursday) morning until the last client walks through the door in the evening."

The store can be located at Shop 3, 23-25 Burns Bay Rd, Lane Cove, in the arcade behind Baker's Delight.

Both owners said they were looking forward to the day, despite the long hours ahead.

"There are some very, very romantic men out there and it's nice to hear their stories."