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Lovell’s Nursery on 160 Main Street is in the midst of celebrating the 100th anniversary of the florist/nursery business at that site. From 1917 until 1969, it was run by the Pederzini family and called “Pederzini & Sons, Florist.” It was purchased from the Pederzinis in 1969 by George and Laverne Lovell; it is still owned and managed by them and known as Lovell’s Florist and Nursery.
To talk about the history of that property, one has to go back to the famous Dr. Joel E. Goldthwait. World-renowned orthopedic surgeon Dr. Joel Ernest Godlthwait, graduate of Harvard, class of 1890, was the first head of the Massachusetts General Hospital Department of Orthopedics from 1904-1911. During World War I, Dr. Golthwait received the commission of major, heading the orthopedic unit that became part of the U.S. Army. Sent to Europe, Dr. Goldthwait assisted WWI casualties and helped to establish the British Orthopedic Society. After the war he continued his work as a Boston surgeon and later was President of the Board of Directors of the Robert Brigham Hospital.
Coming to Medfield, Dr. Golthwait, a known conservationist and naturalist, began buying up all the individual parcels of land now encompassing Rocky Woods, as well as the surrounding area, including the houses and land at 160 and 162 Main Street; #160 is now the site of Lovell’s Nursery. Dr. Golthwait made his home on East Main Street and later, in 1923, built the stone residence at 2 Hartford Street. Dr Goldthwait died in 1961.
Demolishing the old Pederzini Florist shop with the Pederzini name on the roof to make way for a new and larger florist showroom. Photos courtesy of Medfield Historical Society
In 1917, Peter Pederzini came to Medfield and worked as an employee for Dr. Golthwait. Peter, his wife, Linda, and their two young sons, Mario and Gildo, moved from Plymouth into the Goldthwait house at 160 Main Street, which he later purchased from the doctor. Here was built a greenhouse and the beginnings of what has becomes a town landmark florist business. Peter ran the florist business with his two sons, and then mainly his son Gildo, and continued to purchase land around the house until his death in 1957. Upon his wife’s death in 1959, the large property they now had was divided between sons Mario and Gildo. Gildo inherited the greenhouses and continued the florist business until 1969, when the business and land was sold to George and Laverne Lovell. Gildo died in 1992, but his wife, Elaine, continued to reside at the 154 Main Street house, built in 1934 and abutting the florist shop along Main Street. The Lovell family, who bought the house, permitted Elaine to live in the house as long as she wanted. She died in 2009, and the house was demolished in 2010 for the current additional parking lot.
Mario worked for Dr. Goldthwait caring for the lawns and gardens and working with the farm. He became involved with the management of Rocky Woods as a recreational area after Dr. Goldthwait began developing the area for recreational purposes, most famously for the skating that took place there for so many years from the 1940s through 1980. It was Dr. Goldthwait who donated the land we know as Rocky Woods to the Trustees of Reservations.
When the Lovells purchased the property in 1969, the facility had become worn. Much updating and work was needed, and immediately begun by the Lovells. At first, they kept the Pederzini name, but by 1970 changed it over to Lovell’s Florist. George was a landscaper and he was now involved in a labor of love - a labor of love that had him working day and night. While being in the florist business was not Laverne’s first love, she dove in quickly, learning how to make flowers and arrangements from one of the best florists around, Ruth Luke.
The four employees of 1969 are now up to 30 employees today, most of them local students and Medfield residents. A new greenhouse was built, the old front showroom and side greenhouses were demolished, and a new showroom was built.
Soon, the sale of Christmas trees was added, then firewood. By 1974, additional land was purchased: five acres from Mario Pederzini, ten more abutting acres, then 13 more acres from the farm behind the greenhouse along Nebo Street. Then the nursery was developed with trees and shrubs sold. A new barn was built to accommodate the nursery side of the business. The Garden Center was added next to the front showroom. The small brook that flowed through the property was dammed up to make for a scenic pond.
Laverne Lovell in the greenhouse today at Lovell's Florist and Nursery. Photos courtesy of the Lovell family
The original Pederzini house at 160 Main Street being rented out to the Sexton family by the Lovells was now converted to the current Accents in 1982, after the Sexton family moved to Florida. Extensive remodeling was done to make way for the new gift shop and the current massive patio area in front was installed.
Today, Lovell’s Florist and Nursey is a flower-lover’s and gardener’s paradise. Every three to four days, the greenhouse is filled with flowers. The original apple trees surrounding the property produce thousands of apples every year. Trees and bushes for sale fill the back former farm property. Mounds of firewood are stacked in the field. At Christmastime, the front trees are aglow with lights that shine up and down Route 109. More than 10,000 mums are grown there.
And the Lovells say they are here to stay.
Already, the next two generation of Lovell children and grandchildren are thinking of new and innovative ways to expand the business. A bakery added inside? Pick your own strawberries? A pumpkin patch? A farmer’s market site? A site for weddings?
The Pederzinis and Lovells are celebrating 100 years of the florist business in Medfield. Now George, Laverne, and the next two generations of Lovells are just getting started for the next exciting hundred years!
