Long before you’ve locked in your Valentine’s Day dinner reservation, and well before you’ve landed on the perfect gift for your loved one, a select group of people around the world is already knee-deep in strategy for February 14.
You see, every year, the success of our Valentine’s Day celebrations depends on the love and labor of those in the business of affection. They’re your local florists, carefully stocking just the right number of roses for the inevitable Feb 14 8:00 a.m. surge. They’re the head chefs at in-demand romantic restaurants, crafting special menus and perfecting desserts for couples spending the evening together. They’re the hosts managing an influx of reservations and fielding calls from eager (or impatient) lovers.
And then there are the beauticians—the Brazilian waxers, hairstylists, and nail techs—whose job it is to make their clients feel confident, primed, and ready for their special evening.
These are the people who carry this time-honored holiday on their backs year after year, and we think it’s time to celebrate them. Meet the secret heroes of Valentine’s Day, and ahead, discover their favorite memories, insider tips, and why they simply love what they do.
Isabel Tan
Creative florist and content creator
What part of your work would surprise people?
How long it actually takes to make an arrangement. My videos are usually under 30 seconds, so people assume the arrangements are made quickly. In reality, many arrangements take hours of prep, trimming, re-trimming, rearranging, and questioning my life choices (lol).
Funniest Valentine’s Day experience?
There’s at least one moment [every year] when I’m covered in leaves and surrounded by flowers, and I realize the last thing I want from my fiancé on Valentine’s Day is…more flowers. So he started getting me balloons instead, which have no leaves, no cleanup, and are still very fun!
How do you mentally prepare for busy periods like Valentine’s Day?
I’m very protective of my morning routine: skincare, workouts, the whole ritual. I’ve learned that the moment I start sacrificing those things is the moment my work (and my mood) suffers. You can’t romanticize burnout.
Most meaningful or memorable Valentine’s Day client interaction?
I only take a small number of orders, mostly for friends and family, so it’s always really special when someone tells me they’ve never seen arrangements like mine before. Whether I’m using roses in an unexpected way or avoiding the very obvious “Valentine’s” look altogether, I love creating something that feels more personal and less predictable.
How will you spend Valentine’s Day?
I fully believe Valentine’s Day is my fiancé’s problem. My plan is to relax, show up (where I’m told), and enjoy whatever he’s planned like a well-dressed surprise guest.
Michael Vignola
Culinary director (The Eighty Six, The Corner Store, CATCH)
What’s been the most memorable Valentine’s Day experience?
I’ve witnessed several proposals, along with a few separations that have caused scenes in the dining room. My favorite Valentine’s Day, however, was cooking for a couple celebrating their 50th wedding anniversary. We recreated a lobster pot pie that the wife had made for her husband on their first anniversary. When it was served, the husband was moved to tears, and it brought back exactly the memory we hoped to evoke.
When and how do you start preparing for Valentine’s Day in your line of work?
The day after Thanksgiving. That’s when I share initial ideas with my team, and we dive into research and development. We look at what’s worked in the past, identify the quintessential Valentine’s Day luxuries, and explore how to reinterpret those classic hallmarks through our own lens. From there, we consider how it’s marketed and branded, always with the guest in mind.
How do you mentally prepare yourself for busy shifts like on V-Day?
We prepare with a pre-shift, emphasizing that special occasions are exactly that. We focus on the guest experience, carefully crafting each moment to weave in genuine hospitality.
Funniest Valentine’s Day experience?
There are two stories that come to mind. The first was when the New York Department of Health showed up at 10:15 p.m. on Valentine’s Day. Let’s just say we scrambled, managed to retain our A rating, and ended up remaking dinner for the final 70 guests.
The other was when a guest arrived 30 minutes early for his date and sat at the bar, visibly nervous. After just two shots, the alcohol hit him like a freight train. When his date arrived, he was too inebriated to carry on a conversation. Later, we found him asleep in a restroom stall. Needless to say, she ended up leaving alone.
Describe the ideal Valentine’s Day Date meal.
Ideally, I’d cater to my wife, Michele, and everything she loves. We’d start with appetizers and a raw course of toro, chilled uni, and stone crab claws, followed by a light pasta accented with caviar to highlight the occasion and how special she is. Then we’d share a porterhouse—me taking the strip, her the filet—alongside simply roasted seasonal vegetables. To finish, it has to be something decadent and chocolate-forward, the kind of cake that truly ends the night on a high note.
Have you ever done something special for a couple celebrating a romantic evening (on V-Day or otherwise)?
Yes, far too many to count, but the most requested is a secret dessert drop with a ring hidden inside. Throughout my career, from Aquavit to The Modern, guests have asked to incorporate a ring into dessert. Candidly, I’m always a bit nervous that someone might swallow it and ruin the surprise.
Who’s an unsung hero in the restaurant on Valentine’s Day?
The dishwasher and host teams feel it most; they handle nearly double the volume on what is traditionally a day for couples. Many guests are first-timers who have saved up for this special occasion, which adds real pressure to ensure everyone truly feels the love around them. It’s a big day.
What does being a “secret hero of Valentine’s Day” mean to you?
The true heroes are the ones who show up day in and day out without recognition. They are the babysitters who allow busy parents a brief respite, the polishers facing hundreds more flutes than usual, the chefs on the raw bar shucking far more oysters than normal. They are everyone who digs in and makes that special night happen.
Roya Shanks
Maitre D’, The Odeon
How early do Valentine’s Day reservations begin piling up?
Six weeks before, generally.
How do you mentally prepare yourself for the evening?
Usually, you never know what to expect. Will the walk-ins come all at once? Will the bar crowd spill over? Every night is an unscripted dance. But Valentine’s Day is a little more scripted (deuce city all night), and it can be tempting to roll your eyes at that, but really, it’s a very special night for a lot of people, and there are a lot of fun relationship dynamics and a different kind of theatrical performance to observe.
So I tell myself it’s another chance to relish in the restaurant class of human behavior! Also, often one member of the couple may be trying to impress the other with the restaurant choice, and I can be a part of making that mission a success. It’s a satisfying position to be in and can be fun for sure.
Have you ever had to turn a walk-in couple away on V-Day?
We don’t turn people away, but a lot of walk-ins may have to spend a significant amount of time at the bar before getting their table. Listen, if you can’t be happy making conversation with your date at a beautiful bar before dinner, I don’t think there is much hope for the relationship. And also, we love squeezing in walk-ins! It’s a chance to make someone feel like the universe is smiling down on them on a special day.
What part of your work would surprise people?
There are a lot of mechanics behind the theatrics—do we have enough chairs? Champagne glasses? How about oyster racks? More tables means more potential orders. Restaurant work is all about attention to the details.
Most memorable Valentine’s Day customer interaction?
About 10 years ago, a friend of mine came in for Valentine’s Day dinner at Odeon with an old friend of hers. They were both very single and somewhat self-flagellating but also determined to make a night of it and have fun. Within six months of this occasion, my friend had met someone else and was married!
I like to remind myself and others that you never know when life will change quickly. You shouldn’t invest too much weight into Valentine’s Day. Use it as an excuse to celebrate all kinds of love. And if romance is what you are seeking, it might be just around the corner.
Have you ever done something special for a couple celebrating a romantic evening?
One of my favorite gestures from a guest happened recently. A man came in saying that his wife had a reservation later with a friend of hers and that she’d had a horrific day at work. He asked if he ran to the florist, if we would be able to have flowers waiting for her on the table when she came in. I was very happy to oblige. When she saw the table and read her husband’s note, she smiled, and you could see the stress dissolve off her face.
Who’s an unsung hero in the restaurant on Valentine’s Day?
The cook at the pastry station and all the staff who work to keep that iconic bathroom clean.
How will you spend Valentine’s Day?
It’s a Saturday this year, so I’ll spend time with my family. My daughter is excited about Valentine’s Day for sure, my 3-year-old son is oblivious, but we all love chocolate. I think we will make some heart-shaped pancakes. I’m not scheduled to work this year, but if someone calls out sick, you may see me at the Odeon podium!
Anthony Sheppard
Florist (Cofounder and operations director at NovaPetal)
When and how do you start preparing for Valentine’s Day?
It’s our Super Bowl. We start preparing about two months in advance. That includes team meetings, ordering flowers well ahead of time, analyzing past data, hiring and training extra hands, and carefully planning logistics to ensure hundreds of orders are delivered on time.
What part of the work would surprise people?
How intense the behind-the-scenes work really is. During Valentine’s Day, our entire team operates at 15× capacity. Olga [Anthony’s wife/cofounder] and I often work 20-hour days and sometimes don’t sleep to make sure no order is missed. We inspect every single stem that arrives, and if the quality isn’t right, we won’t send it out—even if it means last-minute sourcing. At the same time, we focus heavily on team energy and creating a positive, motivating atmosphere, because that’s what makes it all possible.
Funniest Valentine’s Day experience or interaction?
Our very first Valentine’s Day still makes us smile. At the time, NovaPetal was operating out of the garage of our rented apartment in Phoenix, and we truly didn’t expect the volume of orders we received. Most of them came through DoorDash, and suddenly, dozens of drivers showed up at once, creating an actual traffic jam in our apartment complex. They even walked into the leasing office looking for us. After Valentine’s Day, management politely suggested we might not be renewing our lease, which ultimately pushed us to buy our first home in Arizona. It was chaotic, stressful, funny in hindsight, and incredibly motivating all at once.
Erin McKenna
Pastry Chef (Founder, Erin McKenna’s Bakery)
When and how do you start preparing for Valentine’s Day?
Typically, we start thinking about Valentine’s Day the day after Christmas. The bakery has always been a haven “for the girls and the gays,” so we have to be on our A game, so we don’t disappoint!
Most meaningful Valentine’s Day customer interaction?
I think the most memorable moment was when a customer bought a cupcake to propose to his girlfriend with...he put the ring in the cupcake somehow, and I just kick myself for not asking for a photo!
What part of the work would surprise people?
The amount of paperwork involved! Something as crucial as Valentine’s Day has to be so strategically planned so you’re able to meet the needs of advanced planners and those who leave things till the last minute. You don’t want to make too much where you have a ton of waste, but you also don’t want any sad Valentines left empty-handed because you’re sold out!
How do you mentally prepare yourself for busy shifts like on V-Day?
I force myself to go to bed early, and I squeeze in a workout before heading into the day. I also try to zoom in on the busy day and see each customer’s individual needs and give them that personal attention so their Valentine gets exactly what they want. If someone is totally lost on what to get, I ask them permission to put together a box of what I think they’d want based on the budget.
How will you spend Valentine’s Day?
My nephew is getting married in Hawai‘i, so I don’t have to think about a thing! And this is the first year I won’t be working, so maybe having a little FOMO!
Angel Smith
Nail technician
@Angxlsprivatepractice
What part of your work would surprise people?
How emotional nail appointments can be. I’m not just doing nails—I’m listening to relationship stories, giving pep talks, and sometimes hyping someone up before a big romantic moment. It’s very intimate in a way people don’t expect.
When and how do you start preparing for Valentine’s Day in your line of work?
I start prepping about a month in advance. That’s when I plan Valentine’s sets, order extra pink and red polishes, and mentally prepare for the rush. I also tighten my schedule early because Valentine’s appointments book up fast, and people get really attached to their time slots.
Do Valentine’s Day appointments feel higher-pressure than usual?
Definitely. People want their nails to be perfect because there are dates, trips, photos, and expectations attached. It’s not just a cute set; it’s part of a memory.
Most meaningful or memorable Valentine’s Day customer interaction?
A client once booked a Valentine’s appointment just to do something for herself after a rough breakup. By the end of the appointment, she was smiling again and said it was the first time she felt excited about Valentine’s Day in years. That one stuck with me.
Breeyah Dozier
Esthetician (specializes in Brazilian waxes)
Do Valentine’s Day appointments feel higher-pressure than usual?
Yes, there’s an added responsibility to make sure every client feels confident, comfortable, and taken care of, especially when it’s a day centered around love and celebration.
When and how do you start preparing for Valentine’s Day in your line of work?:
About three months in advance. I start deciding whether I’ll offer any seasonal or exclusive services. Once I hit the one-month mark, that’s when the physical preparation begins: I start adjusting my calendar, refining services, and promoting them on social media.
Funniest thing someone has revealed about their partner during an appointment?
Believe it or not, my clients don’t usually gossip about their partners if anything. But I always laugh when clients tell me their partner has been hinting that it’s “time to go see the wax lady.” Apparently, I’ve earned that title, and it’s funny how often partners are very aware of waxing schedules.
What part of the work would surprise customers?
Most people don’t realize that once the treatment room closes, my workday really begins. I spend my evenings handling administrative tasks, planning, and brainstorming ways to elevate the business and create meaningful experiences. A lot of the intentionality behind my services happens quietly behind the scenes.
How do you like to make clients feel more comfortable during their appointments?
I lead with authenticity, kindness, and clear communication. I walk clients through each step of their service so they always understand what’s happening and why. Creating a safe, judgment-free space is essential, and I think clients appreciate how relatable and educational the experience feels.
Most meaningful/memorable Valentine’s Day customer interaction?
Last Valentine’s Day, I gave each client a rose to take home. It was a small gesture, but it meant a lot to them and to me. It reminded my clients that they’re more than just an appointment on the schedule, and that their presence is genuinely appreciated.
What does being a “secret hero of Valentine’s Day” mean to you?
It means being part of the behind-the-scenes work that helps people feel confident and cared for. Estheticians often aren’t thought of first, but we play a meaningful role in how people show up for themselves on days like Valentine’s Day.
Daniel Joseph Corpuz
Chocolatier and pastry chef
When and how do you start preparing for Valentine’s Day in your line of work?
We start Valentine’s Day prep pretty late, considering. The holiday season is our busiest time of the year, so we often start Valentine’s Day prep in the first or second week of January. But the start of ideating, when it comes to flavors and designs, is around early December.
What part of the work would surprise customers?
It’s funny to put it like this, but the most surprising thing is that it’s chocolate. We take the time to hand-paint each of our bonbons so they become a work of art that people are often stunned by.
Most meaningful Valentine’s Day customer interaction?
It was a few years ago, during one of my first Valentine’s Day running this business, I did a pop-up and took pre-orders. This couple came in to pick up their order. And each had pre-ordered our box of bonbons to surprise each other. It was like a shock for the three of us in real time. The first person said that they were picking up their order, then the second was like, “Well, I’m also picking up my order,” and in a funny gesture, they then swapped each other’s orders (despite the order being the same).
Funniest Valentine’s Day experience/interaction (either at work or personally)?
Funniest would be two years ago, when I was working Valentine’s Day morning at my shop, I’d just made my bouquet for my then-girlfriend and it would not fit in the fridge, so I had it out on the table in water. A guy was buying a box of chocolates, saw the flowers, and asked if he could buy them. I was like, “No, I’m sorry, those are for my girlfriend.” But he was insistent. It was funny because, for lack of better terms, the desperation came out.
Kara McCurdy
Documentary photographer
What do you appreciate the most about your work come Valentine’s Day?
As a photographer who primarily documents weddings and elopement days, I have the luxury of being drenched in romance all year round, not just in February. Sometimes I feel a little like Cupid myself, because my job really is all about being a hopeless romantic.
My work is dependent on the art of finding immense beauty in the mundane, and Valentine’s Day sort of operates as the one time of year when I get to share that talent with everyone else, because it is the one time of year when most people are open to seeing things through rose-colored glasses. They might not be willing to romanticize everything, like I do, but they’re slightly more accepting of romance and of everyday magic.
How do you prepare for Valentine’s Day?
One might think that I would get more inquiries or heightened business around Valentine’s Day, but inquiries actually remain pretty steady. (The true holiday spike comes around Christmas.) So I don’t need to do a ton of prep ahead of February, but in the past, I would open my books to boudoir sessions around Valentine’s Day. Boudoir sessions are some of my favorites; they’re sexy, empowering, and yes, they are for everyone.
If you’re in a relationship, consider having your partner help pick out lingerie, then send them a suggestive selfie from the shoot, or keep the whole thing a secret and surprise them with the photos after. (Just be sure to schedule the shoot with enough time to get the photos printed.) If you’re single, it is so fun to have your friends help you pick out lingerie and then meet you for brunch afterward. I’ve even had clients FaceTime their friends during their boudoir session to hype them up. It’s a really good time!
Do you have any advice for stressed Valentine’s Day celebrants?
Ultimately, my recommendation for Valentine’s Day (as an expert in love) is the same as my recommendation for an engagement shoot, a city hall elopement, or an extravagant wedding day: You should do what feels right for you. If you’re not into fine dining, don’t spring for that coveted reservation! If you’re not looking for a partner this year, romanticize singledom instead and take yourself out for a sweet treat!
All of my favorite Valentine’s Day memories are the ones that felt truly authentic to me at that time in my life– whether it was a Galentine’s Day craft night, documenting a couple’s wedding day, or the frigid Hudson River Valentine’s Day Dinner Cruise for two that one could only find themselves on during their first year in New York. Let a little bit of love in on Valentine’s Day and then if you’ve got extra to share, spread a little love as well. The world could always use more of it.
How will you spend Valentine’s Day this year?
I don’t yet have plans, but I’m open to ideas, and I will be celebrating all month long! I send my nieces and nephews heart-shaped care packages, I wear every pink and red item in my closet, I buy chocolates, I watch rom-coms...this is my Super Bowl.
Miriam Marwood
Jellycat Diner server
When and how do you start preparing for Valentine’s Day?
We get a LOT of Valentine Jellycats at the beginning of February, and the reservations for the diner sell out a month in advance. There’s always a kind of emotional buildup or excitement that people have when coming to the Diner because the reservations are so hard to get, so as a chef, being prepared to give everyone the best experience is key.
What part of the work would surprise customers?
I think people would be most surprised by how people of all ages come in to have us “cook” for them! Being in a children’s toy store, many people assume that the diner is only for children, but we cook for adults, college kids, teens, parents, their toddlers, tweens, grandparents, and dogs!
Most memorable Valentine’s Day customer interaction?
I love it when there’s a person whose parent or partner surprises them with a reservation at the diner for Valentine’s Day (or any special occasion), they’ll sometimes even have me act like they don’t have a reservation and then surprise them, which is so fun! The reservations for the Diner sell out early, so when people find out a loved one got a reservation for them secretly, it’s such a sweet moment.
Best advice for selecting a Jellycat for your Valentine?
Don’t go generic! The flowers and the ring Jellycats are cute, but my favorite Jellycats are those that have a personality and look a little funky! I think it’s best to choose one that matches your partner’s personality or has a sentimental meaning!
Funniest Valentine’s Day experience?
Last year, a girl brought her actual real-life dog in to get Jellycats cooked together for them.
Jennifer Zuccarini
Founder and CEO of lingerie brand Fleur du Mal
When and how do you start preparing for Valentine’s Day in your line of work?
We start working on Valentine’s Day about 10 to 12 months in advance. It’s a really fun season to work on because it’s novel, and we can push things a bit more.
What part of the work would surprise customers?
Probably how much time and effort go into creating these sexy little things. We might fit a bra four to five times on a model and make small adjustments to 1/16 of an inch. In lingerie, a quarter of an inch can make all the difference.
How do you handle customers who might be embarrassed or confused about what to purchase for their partner?
We have an incredible team in our stores and online who are very friendly and approachable. The most common thing we see is men who don’t know their partner’s size. We always advise them to just have a peek in their drawer. Mostly, we hear, “Oh, she’s about your size.”
What is the most common mistake you notice Valentine’s Day shoppers make?
Not knowing sizing, the worst being thinking someone is larger than they actually are. That usually doesn’t go over very well. I think making any kind of effort on Valentine’s Day is a win.
Most meaningful/memorable Valentine’s Day customer interaction?
One year, we hosted a floral pop-up at our NYC store. We had so many flowers leftover, we didn’t know what to do with them, so we hand-delivered bouquets to all of our best customers in the city to wish them a happy Valentine’s. That was a really nice surprise.
What does being a “secret hero of Valentine’s Day” mean to you?
Anytime someone tells me they felt incredible wearing Fleur du Mal. Maybe they had a really hot night with someone or a Valentine’s Day moment and Fleur gave them that extra something. That makes me the happiest.
