four questions
Who's thinking what
Bringing inside the natural beauty of the outdoors is one of
JON CODEN's specialties. The third-generation florist, following
in the footsteps of his father and grandfather, owns Steve Coden's
Flowers in Southfield. Named after Jon's father, the family busi-
ness — which specializes in fresh-cut floral arrangements as well
as plants, gourmet baskets and corporate gifts — first opened its
doors in 1960.
"I've been playing inside and outside the store since I was 4
years old," says Coden, now 38, who has been in the flower biz
for the past 12 years. "I didn't go to school to learn how to design
floral arrangements, I've just learned as I've gone along."
Before stopping to smell the roses in his current profession,
Coden tried his hand at sports broadcasting, attending the Specs
Howard School of Broadcast Arts in Southfield and working at
WEYI in Clio and at PASS (now Fox Sports) in Ann Arbor. Eventually,
though, he decided to return
to his roots — to the busi-
ness he grew up with.
"What I like best about
my job is that I'm my own
boss," Coden says. "And
making floral arrangements
from scratch every day also
gives my creative side an
outlet."
Here, we ask Coden
our version of the Four
Questions.
— Robin Schwartz
-•
and why?
WHAT BOOK, CD, MOVIE OR
OTHER MEDIA ARE YOU
LONGING TO SHARE?
Just about everyone is familiar with the Academy
Award—winning film The Godfather [the classic
gangster saga in which a powerful New York mafia
family gets involved in a violent war with other
organized crime families]. But, I think the book,
written by Mario Puzo, is so much better than
the movie. There's so much more to the story that
is in the book, but not in the film. If you've seen
The Godfather but have never read the book, you're
missing out!
IF YOU COULD HAVE BRUNCH
WITH ONE BIBLICAL OR
HISTORICAL JEWISH FIGURE,
WHO WOULD IT BE?
Singer and actor Al Jolson. Being a lover of music
and entertainment, I'd want to hear from one of
the true masters about what it was like to have such
a powerful influence in the entertainment world.
Jolson's The Jazz Singer was the first motion picture
with sound when it was released in 1927. He was
also the first musical artist to sell more than 10
million records [with hits like "You Made Me Love
You" and "California, Here I Come"]. One of the
things I find most interesting about him is that
Jolson was an Orthodox Jew and was to become a
cantor, but instead followed his heart and pursued
the entertainment industry.
WHAT IS YOUR FAVORITE
JEWISH FOOD?
Fried matzah with grape jam! It's easy to
make and it's as classic a Passover dish as you'll
ever see.
WHAT WOULD PEOPLE BE
SURPRISED TO KNOW ABOUT YOU?
I came in second place at a national [ESPN
college-basketball analyst] Dick Vitale "sound
alike" contest at the Final Four in Minneapolis
in 1992. Afterwards, Vitale, a well-known sports
broadcaster, told me personally that he thought I
should have won first prize. It was the freshman
year of Michigan's "Fab Five," and I was there
with my father, brother and a few friends. My
performance made the highlight reels of ESPN
SportsCenter and the WXYZ-TV (Channel 7)
Sunday Sports Show "Awesome, baby!" ❑
•
Wat
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