Fost Choles Traveled from Greece to Madison in 1910 And Choles Floral Took Off From There. Still Owned And Operated By The Choles Family, Third Generation. We've been Madison's Flower Shop for 107 years, providing flowers for your every occasion. Weddings, births, birthdays, anniversaries, get well, funerals and more. Conveniently located on Regent Street, bordering the south end of campus of UW Madison. Serving all of the University of Wisconsin and the entire metro Madison area.