Royal Ascot gives florist Victoria Carrod a chance to sell buttonholes and headdresses to racegoers
By Emma Midgley
BBC Radio Berkshire reporter
The start of Royal Ascot means getting up early and going to bed late for florist Victoria Carrod at Shepherds Florist in Ascot High Street.
"It means we have to start early and finish late," says Mrs Carrod.
"The traffic affects a few of our local regulars, but we make up for that with our buttonholes, headdresses and corsages."
Mrs Carrod said that she also supplies flowers to Jeremy Kyle, Marti Pellow, Lisa Scott Lee and Fergie.
Among her regular clients are BBC presenters who order their buttonholes from the shop.
At the Mad Hatter wine bar, Royal Ascot can be one of the most profitable weeks
Claire Paramor, manager of the Mad Hatter wine bar, says she also works long hours during Royal Ascot.
"We are here from 6am till last thing at night," she said. "It's pretty exhausting but it's such great fun you don't even notice."
"It's shoulder to shoulder at the bar most of the day. During the day we have the tables out.
"It's champagne city in here. People celebrate with a win with champagne."
Ms Paramor said that at the end of the day, staff at the Mad Hatter pub were often presented with hats by Ascot race goers.
"Some of the top hats are worth thousands, but they get crushed at the races and thrown away," she said.
The Anne Marie Patisserie sees trade from chauffeurs during Ascot week
At the Anne Marie Patisserie, along the road the week is more relaxed.
"It's quite busy," says shop worker Louise. "Some take picnics, some people get picnics. We have the chauffeurs coming in."
However, the time to celebrity spot is during the rest of the year, when Marti Pellow and Dennis Wise have been spotted at the shop.