Instead of making a quick buck, this florist in Raffles Place was giving away white roses and gerbera daisies to people who wanted to pay their respects to Lee Kuan Yew.
The man, in his fifties, refused to be named and was reluctant to answer our questions as he was not in this for the publicity.
A black bucket sat outside the shop, Artisan De Fleurs, with a sign inviting all and sundry to "please help yourself to a stalk for free if you are going to pay respects to our beloved Mr Lee Kuan Yew".
The white gerbera daisies are usually sold for $2 a stalk and the white roses, $4 a stalk.
White gerbera daisies are used to signify purity while the white roses are presented to offer condolences.
The flowers have been going fast.
In the time The New Paper spent observing the shop on Tuesday morning, a full bucket of over a dozen flowers were snapped up within half an hour.
The owner and two employees were kept on their toes replacing the flowers.
They wrapped each and every stalk in plastic sheet and covered its base with damp cotton which they secured with aluminium foil, just like they would do for a paying customer.
The florist said he has not been keeping track of how much money he has spent since he started giving out the flowers on Monday.
He plans to continue doing so till tomorrow.
He said: "It is the least I can do.
"Mr Lee did so much to give us what we have today. What's a bunch of stalks to pay tribute to the man who led us here?"
One of the many people who picked up a stalk was Jessica Chan, 55, a personal assistant who works at the Marina Bay Financial Centre.
"I looked at him with (what could have been) a big question mark on my face and he said, 'Please take one and go and pay respects.'
"I was so thankful and replied to the man 'thank you' and he just smiled."
This act of kindness was something Madam Chan described as a rarity.
"I have never met someone as kind as this florist.
"This is not normal. When I first saw the sign, I had to do a double take to make sure I was reading it correctly.
"I also checked for fine print and was pleasantly surprised when I realised it was a genuine contribution to the public in memory of Mr Lee."
Many others stopped by the shop at the basement of 5 Raffles Place to pick up a few stalks.
Said relationship manager Annie Liu, a 28-year-old permanent resident, said: "I cannot believe that a store like his, where the rent is expensive, is giving out flowers for free.
"It is such a kind thing to do for the public."
This article by The New Paper was published in MyPaper, a free, bilingual newspaper published by Singapore Press Holdings.