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Not so long ago, orchids were regarded as rare and exotic. But these days, thanks to new propagation techniques, certain varieties are mass-produced. Moth orchids, gorgeous but common, with sweet patterned faces, are widely sold by supermarkets and other retailers.

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Gina Russo and Beth Genovese always joked that they would sit around and drink coffee when they talked about how to grow their business, . 

PAUL BILODEAU/Staff photo. Co-owner Beth Genovese arranges some Valentine's Day roses in her Gloucester shop. Sage Floral Studio is celebratin…

PAUL BILODEAU/Staff photo. Co-owner Gina Russo arranges flowers, getting ready for Valentine's Day, in her Gloucester shop. Sage Floral Studio…

PAUL BILODEAU/Staff photo. Co-owners Beth Genovese, left, and Gina Russo are celebrating 20 years in business as Sage Floral Studio, 274 Main …