CORONA DEL MAR, Calif.

When you call yourself Americas Most Beautiful Home and Garden Center, youd best not kid around, especially during the holiday season.

Nestled deep within the conspicuously consumptive heart of Orange County, Calif., just a credit cards throw from Neiman Marcus, is Rogers Gardens. Considered by many the nations premier nursery, the seven-acre center caters to the Gold Coasts wealthiest and most discriminating consumers, a cost-be-damned lot who regard the Corona del Mar establishment as the ultimate arbiter of home and garden decor.

Unlike chain nurseries that display merchandise on racks in militarily precise rows, Rogers Gardens looks like a museum or finely landscaped public garden, where pathways wind among gurgling fountains, rare plantings and hanging moss baskets. Hidden speakers pump out classical music, and a barrista serves up espresso and cappuccino. Think Disneyland, not garden center, says nursery manager Roy Vanderhoff.

The centers preoccupation with raising the bar on home aesthetics and entertainment is never more apparent than now, when Rogers Gardens showcases its 5,000-square-foot gallery of holiday decorations -- a color-clotted swirl of 30 themed Christmas trees, glittery glass-blown ornaments, lights, life-size stuffed animals and an army of hand-painted nutcrackers.

The merchandise, which operators say is displayed in unique and creative ways that will pull at the heartstrings, also tug at the purse strings. Among this seasons hot sellers is a sumptuous, oversized Christmas wreath studded with silk roses and collectible Christopher Radko tree ornaments. The wreath sells for about $1,000.

Its like we cant make them fast enough, said Lisa Featherstone, director of marketing and advertising. Theyre gorgeous.

Many of the ornaments are exclusive releases by designers including Radko and Larry Fraga and inspire an almost fanatical devotion among collectors.

Arranged by themes -- including sports, babies, Santa Claus, wildlife, religious symbols and colors -- the ornaments can fetch as much as $100 each.

Among other seasonal attractions, workers string more than 100,000 lights throughout the nursery, an impressive sight in the evening.

This is over the top, said a goggle-eyed Jack Brenton as he wandered through a forest of Christmas tree hangings, wreaths and dolls.

A recent transplant from Hanover, Mass., Brenton was visiting the garden center for the first time last month. Any of the half-million customers who visit Rogers Gardens between Halloween and Christmas this year can find decorations priced at well below $1,000. But the centers reputation for expensive gifts endures.

People see us as a high-end retailer, but were not necessarily just that, Featherstone said. We have $3.99 ornaments that look like theyre $10.99. Were very competitive.

A special tent offers a selection of remarkably lifelike artificial trees -- the only kind of holiday trees the nursery sells. The trees, which open and close like umbrellas, come with Christmas lights installed or without. Prices range from $95 for a 5-foot unlighted tree to $1,175 for a 12-foot, pre-lit Tahoe-style tree.

Garden operators dont find any contradiction in the fact that one of the most well-regarded nurseries offers only artificial Christmas trees.

For one, we really dont have the facilities for cut trees, said Vanderhoff, the nursery manager. But also, a cut tree is a cut tree. There arent a lot of high-quality cut trees, but when it comes to artificial trees there are. We like to deal in those high-end artificial trees.

Among customers weighing whether to buy her first artificial tree was Joan Wilcox of nearby Newport Beach. Ive always had cut trees, but I live alone now and I dont want my children to have to come down here and drag one in for me.

Wilcox was eyeing a $225 tree but couldnt make up her mind. The cost is the issue. That, and Ive always liked the smell of the real trees.

Rogers Gardens began offering Christmas decorations more than 20 years ago, as a means of rounding out its sales season. The nursery business traditionally is slow between July and December, so center managers set out to make the nursery a holiday destination.

Judging by customers reactions, they succeeded.

I buy quite a bit here on the holidays, said Linda Cox as she examined a bright silk imitation poinsettia. The psychotherapist said she enjoys visiting Rogers Gardens on the holidays because its different from other commercial draws.

A lot of people try to fill themselves up with things when they feel empty, and a lot of that occurs during the holidays when people are shopping, Cox said. For me, Rogers Gardens is a place of serenity. Its got beautiful gardens and lovely plants. Its peace and tranquillity.