Customers entering American Beauty Florist for the first time often do a doubletake and wonder if they’ve come to the right place.
If they take a few more steps, they see the blooms, posies and plants they were expecting. But if they stop where they are, they find themselves in a mini-world of skateboards, wheels, skater clothing, skater gear and skater publications, manned by a very knowledgeable young skater and entrepreneur.
His name is Matthew Danza, 14-year-old son of florist Mary Danza and her husband Larry. The front section of the Livingston Avenue store is his exclusive province, and is known as the ABF Skate Shop.