Flowers are not just for lovers. They are for mothers, fathers, grandparents and small children. This is according to Bloom Avenue, a flower company.

While millions of lovers will inevitably exchange presents on Valentine's Day 2011, the Bloom Avenue folks want to repurpose Valentine’s Day, making it a day of celebration for everyone who adores someone.

“Our vision is that Valentine’s Day this year and for years to come evolves into a creative celebration of love in the broadest sense of the word,” said Kevin Hall, president of Bloom Avenue