BUDDING LOVE ROSES BRING JOY TO SWEETHEARTS, FLORISTS.

Byline: Michael Coit Staff Writer

Once upon a time, a dozen deep-red roses on sturdy stems was the standard for saying L-O-V-E on Valentine's Day.

This year, it's just a starting point for increasingly more people, florists said Friday.

Husbands, wives, boyfriends and girlfriends have been spending as much as $800 to perk up roses with an array or other flowers - even miniature trees.

``I'm shocked. This year they're spending more money than they ever have before,'' said Marty Lavitt, owner of The Wild Flower, a florist in Northridge for the past 25 years.

``You can buy a Volkswagen, you can buy a Cadillac. They're buying Rolls-Royces,'' Lavitt said.

A dozen roses, by comparison, sell from $60 to $75.

None of the florists was complaining about the unexpected windfall of cash-flush shoppers, as business heated up Friday.

``It's already started. This year is shaping up pretty good,'' said Kim Liebman, whose family owns West Hills Flower Shoppe.

Vendors from the Los Angeles Flower Market delivered no fewer than 150 dozen long-stem roses to the West Hills florist Friday. Liebman said she has more on order if sales of large bouquets remain brisk.

``They're definitely spending more this year,'' she said.

Liebman said lovers are getting a great value because this year's varieties are better than ever.

``The quality is good. The attractiveness of the roses is great,'' she said.

Cut roses come primarily from Ecuador, Mexico and Colombia. California growers, primarily in San Diego, Santa Barbara and Ventura counties and the Bay Area, make up much of the domestic production.

Many flowers sold in the Los Angeles Basin come through the Los Angeles Flower Market, where some 100 vendors operate. Flowers also are shipped by air and come through Los Angeles International Airport.

Roses are a traditional gift to express feelings, lavender is a rare favorite in demand this year because some domestic growers have closed.

``Most of the places that sell them don't have as many of them. We got them this morning and we sold out,'' said Richard Rouse, co-owner of Dee's Flowers in North Hollywood.

Singer Smokey Robinson, who lives in nearby Encino, bought a bunch of the lavender variety.

``He always puts in a special order for them,'' Rouse said.

Red remains the most popular, signifying romantic love.

White is the next favorite, signifying pure, spiritual love.

Yellow often is the third pick, signifying joy and gladness.

Red and white together is another popular choice, signifying unity.

``Everybody wants roses,'' Lavitt said. ``You can't pay your rent with them, you can't eat with them. They're symbolic of people's love and happiness.''

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Photo:

(color) RDP Floral's Manager Lucy Lopez waters flower arrangements on display before the store's 5 a.m. opening to wholesalers in downtown L.A.'s flower district.

John Lazar/Staff Photographer