Quarterly Publication of the Original Los Angeles Flower Market of American Florists Exchange, Ltd. Fall / October 2019 â&#x20AC;¢ Volume 28 - Number 3
TRADITIONS COME TO LIFE
FLOURISHING IN CREATIVITY & ADDING THAT FLORAL WOW FACTOR!
AT THE ORIGINAL LA FLOWER MARKET
BY DESIGN: PRESERVED
BOTANICALS ARE TAKING CENTER STAGE IN MODERN FLORAL DESIGNS
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SATURDAY • NOVEMBER 2 – SUNDAY • NOVEMBER 3
FLORAL ARTISTRY SHOWCASE Saturday • November 2
Sunday • November 3
• California Certified Florist exam
• Student Design Competition, “Flowers: A Visual Dialogue”
• Lei Making with Wilton Lee CCF
• Top Ten Design Competition, “Creative Crossroads in Floral Design”
• Garland Making with Anthony Alvarez AIFD CCF EMC • Competition class covering Surprise Package Design, Thinking on Your Feet, Interpreting Themes, Elements & Design with Lee Burcher AIFD CCF CFD PFCI • Floral Crown and Body Flower Making with Reina Sumabat AIFD CCF
• Afternoon design show featuring Joyce Mason-Monheim AIFD CFD AAF PFCI AZMF – “I Just Want to Make Pretty Flowers: The Challenges of Today’s Florist” • Vendor display booths, silent auction, California Certified Florist pinning ceremony, live auction, Meritorious Service Award … and much more!
Located at the Original Los Angeles Flower Market on Wall Street between 7th and 8th Streets Don’t miss this special CaliFlora 2019 at the Original Los Angeles Flower Market! To reserve, call 916 448-5266 or email Ann Quinn at email@example.com
This news magazine is published quarterly (January 1, April 1, July 1, October 1) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 Internet: www.originallaflowermarket.com Subscription and advertising details: www.originallaflowermarket.com
Publisher The Original Los Angeles Flower Market of the American Florists’ Exchange www.originallaflowermarket.com Look for us on Facebook and Instagram! Special Holiday Hours, maps, tenants, seasonal flowers and more available at www.originallaflowermarket.com Market Information: 213 622-1966 Market Manager/Mellano: 213 622-0796
Board of Directors American Florists’ Exchange, Ltd., Los Angeles Flower Market Christine Duke, Lizbeth A. Ecke, Jim Mellano, Jon Prechtl, John Williams, Paul Ecke III
Editorial and Advertising Peggi Ridgway, Wordpix Editorial Solutions Stephanie Barba, IMW Agency 3190 Airport Loop Dr., Bldg. K, Costa Mesa, CA 92626 (714) 557-7100 firstname.lastname@example.org • www.imwagency.com
Advertise in Bloomin’ News Visit Bloominnews.com or contact our editor for advertising rates, dimensions and details. Advertise in color. We’ll design your first ad for free!
Art Director Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program Frank Reyes 766 Wall Street, Los Angeles, CA 90014 www.LAFlowerDistrict.com Mon.-Sat., 6 am to 2 pm • (213) 627-3696
Index to Advertisers BottomLine Brokers, Sean Edelstein . . . . . . . . . . . . . . Page 20
California State Floral Association . . . . . . . . . . . . . . . Page 3
Those working in the California floral and horticultural industries may join our mailing list at no cost. Subscribe at BloominNews.com to the digital edition by emailing: email@example.com.
Mayesh Wholesale Flowers . . . . . . Page 19 Mellano & Company . . . . . . . . . . . . Page 7 The Original Los Angeles Flower Market . . . . . . . . . . . . . . . . . Page 5
Disclaimer Neither the Bloomin’ News nor the Original Los Angeles Flower Market recommends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers.
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Teleflora . . . . . . . . . . . . . . . . . . . . . Page 2
Cover Photo: Designs by Derrick sets the stage for a Mardi Gras party for Pittsburgh Steeler fans
C O N T E N T S
From the Editorâ&#x20AC;&#x2122;s Desk: The Rose Parade â&#x20AC;&#x201C; A Tradition of Floral Color & Creativity
6 Cover Story: Flourishing In Creativity & Adding That Floral WOW Factor!
8 By Design: Preserved Botanicals Are Taking Center Stage in Modern Floral Designs
T h e O r iginal Los An g e l es
People You Know
Where Good Ideas Are Always in Bloom
21 Feature Story: Holiday Traditions Come to Life at The Original LA Flower Market
22 Calendar The Original Los Angeles Flower Market
754 Wall Street Los Angeles, California LAFlowerDistrict.com www.OriginalLAFlowerMarket.com
Got News? Send to our Editor! (see page 4)
FROM the EDITOR’S DESK
The Rose Parade –
A Tradition of Floral Color & Creativity
This issue of Bloomin’ News is the traditional pre-holiday issue with stories about floral happenings in October and November. This Fall, we’re profiling Floral Designer extraordinaire Derrick Vasquez and taking a look at the Holiday impact on our vendors and customers. However, it is the last day of the year (or actually, the first day of next year) which is a tribute to the local cut flower industry. The Rose Parade is a 127-yearold tradition that has continued to make Southern California famous for its flowers and floral design and second to none around the world. In 1890, Pasadena’s Valley Hunt Club members, led by Charles Frederick Holder, sponsored the first Tournament of Roses. The abundance of flowers, even in the midst of winter, prompted the club to add a parade before the competition, where entrants would decorate carriages with hundreds of colorful blooms. Now years later, it is estimated that nearly 1 million people will come out to line Pasadena’s Colorado Blvd. Families from all over will begin to stake out their viewing area starting at noon the
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day before and spend the night to be ready for the big day. Add to that a tv audience of over 31 million households and 47 million individual viewers, and it makes this one of the largest media events of the year watched in over 100 different countries. Typically 48 to 72 hours before parade day, one can also view several of the floats being decorated with flowery mantles in the various “float barns” that dot the Arroyo Seco /Rose Bowl area in West Pasadena, not far from the start of the parade. It is a rule of the parade that all surfaces of the float framework must be covered in natural materials (such as flowers, plants, seaweeds, seeds, bark, vegetables, or nuts, for example); furthermore, no artificial flowers or plant material are allowed, nor can the materials be artificially colored. The flowers come from all over the world and many of our Original Los Angeles Flower Market vendors are involved with creating decorations for the broadcast booths, pre and post festivity events, as well as volunteering to help decorate the floats themselves.
On January 1 and 2, the Post Parade features a 2-mile showcase of Rose Parade floats following their appearance along the parade route. Over 70,000 visitors head to Sierra Madre and Washington Boulevards in Pasadena for the chance to walk within a few feet of the floats and appreciate up close, the creativity and detail of each magnificent display. If you love flowers and haven’t been up to see the floats, you should put this on your list of things to do this holiday season. Ed. Note: For those who don’t want to camp out in Pasadena overnight, tickets might still be available on a limited basis for the Grandstand Seating, which provides a great view of the parade. Tickets start at about $40 and top out at about $85. Approximately 70,000 elevated grandstand seats are available.
Peter Bretschger IMW Agency
Flourishing In Creativity & Adding That Floral WOW Factor! By Deirdre Michalski
Looking back on his almost 40-year career, Floral Designer extraordinaire Derrick Vasquez reflects on the years with fond memories. He almost cannot believe that this many years have passed. As the time has gone by so quickly, he is certainly not resting on his laurels, as he rattles off a long list of projects he has currently underway. Derrick began his floral career quite by accident. While in college, a friend suggested they take an art class of some sort. They signed up for a three-week floral class with Alba May, and he discovered he had a real flair for flower arranging. It seemed almost effortless and one thing led to another. He worked for a floral shop owner, owned his own shop, and eventually he became so busy with special events and expanding
A colorful canopy soars above festive decorated tables at a baby shower in the garden of clientâ&#x20AC;&#x2122;s home
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his offerings that he jumped “all in” to create “Events by Derrick.” He was inducted into the American Institute of Floral Designers in 1984 and has served in numerous leadership positions within AIFD, including National President. Most notably he was selected five times among California’s Top Ten Designers by the California State Floral Association and holds many more accolades. When discussing his passion for special events and floral design, Derrick describes an inner creativity that is boundless; taking his clients’ dreams and designing memorable events that bring it all to life. For many of his clients, he has earned the title of “Mayor of the Event” and oversees every single detail. He leads the effort– from the theme, to the invitations and even the venue selection. As the event develops, he oversees decisions on the menu, bar program, lighting and music, custom cakes, tablescapes, and of course, all of the floral and decorative features that take all of his events over the top. Everything From top: Christmas Tree Lane gala An elegant wedding reception featuring shimmering chandeliers and opulent table arrangements “Day of the Dead” themed display at George Lopez’s Chingon Kitchen restaurant in San Manuel Casino
Setting the stage for the Loma Linda University Hospital Employee Recognition Gala
is thought of–from dramatic floral arrangements and greenery, to the candles, shimmering chandeliers, color palette, welcome gifts, signage and so forth. “Events by Derrick” has chosen not to advertise and is honored to enjoy a great following of repeat customers. His clients trust him to execute not only what they have requested but his ability to go beyond their wildest dreams. Most recently, Derrick described a birthday party for a very important client’s son who is a cancer survivor. The event was truly a double celebration! The son loves retro-music, so Derrick envisioned the event as an upbeat “rock-and-roll” party to honor him. Derrick got to work and arranged to hold this party at the Fox Event Center in Redlands. They hired vendors to bring in the indoor bars, iron tables, up-lit floors, balloons and
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lots of dramatic blue and purple lighting. They transformed the space, to say the least, and the flower arrangements were gorgeous. The client and their family literally gasped when they entered the room. They were extremely impressed and joyful for this special celebration. Derrick had once again created a truly memorable event. An organization that Derrick has worked with for many years is Loma Linda University Hospital. He oversees all aspects of their philanthropic Annual Children’s Hospital Gala, as well as their Employee Appreciation Dinners which are filled with drama and elegance. These events are held at Loma Linda’s Drayson Center Basketball Gym. Derrick also designs for many birthday parties, baby showers, holiday parties, corporate themed events, receptions and even restaurant openings. Recently, he was given creative license to create a “Day of the Dead” themed opening for celebrity George Lopez’s new restaurant at Chingon
“ I am most proud of being able to bring joy to my clients…in both happy and sad times. Using beautiful flowers and my natural artistic abilities, I enjoy seeing my clients have their breath taken away when they enter the room. That is my greatest accomplishment and truly my reward.” — Derrick Vasquez
Kitchen at San Manuel Casino. Derrick has amassed a loyal group of vendors and partners that he has hand-selected over the years. He only works with the most dependable, punctual and creative resources available. “There is only one chance to make a first impression,” as my mother used to say. Nothing is left to chance in Derrick’s world. His industry friends from around the globe are so jealous about the tremendous array of florals we enjoy here in Los Angeles. It is the best in the world! Hold on to your corsage, but on shopping days, Derrick arrives at The Original Los Angeles Flower Market at 4:00 am. Doing his homework ahead of time, Derrick and his assistant know approximately how many stems they need for a given event. He has a thought in mind, but is open to being swayed by the inventory he sees. With clipboard in-hand, they do a quick passthrough, making copious notes. Then they dive in and place their orders. Purchasing is actually
Top: Dramatic floral displays abound at a Moroccan themed gala in Loma Linda
Below: A look at the dining area for the Loma Linda Employee Recognition Gala
conducted rather swiftly. Their morning is complete. When asked what new guests should know when visiting, Derrick shared four “insider tips” for shopping at The Original Los Angeles Flower Market. He suggests: 1) Arrive at various times to see the changing inventory and pricing. 2) Avoid purchasing right away. Show some restraint and walk the aisles first. 3) Have an accurate list of what is needed. This will help avoid over-purchasing. 4) He suggests developing a few vendor relationships so that in the future one can make a phone call first. In terms of trends, in recent years he sees more containers made of stoneware and more of a minimalistic style to floral arrangements for residential. Derrick’s work tends to be much more detailed and ornate. Chuckling as he says it, one trend that he would gladly like to say goodbye to is the use of mason jars as containers. When asked about his favorite flower, Derrick mentioned the Gardenia without hesitation. The dark green leaves with bright white flowers float elegantly in a crystal bowl of water or as a vi-
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An elegant floral arrangement for a Rock & Roll themed birthday party at the Fox Event Center in Redlands, California
Right: Music themed elements accentuate a childâ&#x20AC;&#x2122;s Rock & Roll birthday party Below: A Rock & Roll themed birthday cake is highlighted by dramatic blue and purple lighting
brant floral display. The scent is captivating and was his mother and grandmotherâ&#x20AC;&#x2122;s favorite bloom. Super creative individuals tend to have a process as to how it all comes togetherâ&#x20AC;&#x201C;from the first formulated ideas, to the reality that one can touch and feel. For Derrick, he draws inspiration from fabrics, art, lighting and nature. He lets the theme of the event and the flowers he has selected be the driving force. Everything else is really a complement to that. From the greenery to the containers and florals, it all exudes from that initial focal point in his mind. It unfolds in a surprisingly natural way as he works his magic. www.eventsbyderrick.com
Flower Duet decorated a circle arch of greenery with two large Pampas plumed floral sprays including pink heather, pink roses and Cymbidium orchids. The aisle dĂŠcor is made of the same elements to tie in the seaside ceremony scene in Rancho Palos Verdes, California.
Preserved Botanicals are Taking Center Stage in Modern Floral Designs Photos and Story by Kit Wertz The Bloomin' News
A. Preserved Nigella Orientalis in white are pictured here in pod form and look like carved wood.
B. Pampas can be used fresh in its natural state or preserved. Use fresh in the fall when it’s available in Los Angeles.
C. Lunaria (from the Latin meaning moonshaped) is also called Money Plant, Chinese Coins, or The Pope’s Money.
ast November, Mandy Moore, star of the TV show This is Us, was married in her Pasadena backyard surrounded by a large swath of natural and dyed pampas grass, featuring pink roses, dahlias and rice flower. It set a trend for brides in 2019 to request natural and preserved botanicals for ceremony décor. Seasoned floral designers know dried flowers are nothing new. They’ve been popular since ancient Egyptians preserved flowers to
D. Preserved White Ruscus is sold in bunches of five stems and can cost as much as ten times more than fresh stems of Ruscus.
make fragrances. People of the Middle Ages used dried flowers for medicine and Victorians dried flowers for aesthetics. Hot in the flower market are bleached botanicals in the form of Italian Ruscus, Hanging Amaranthus and Pampas Grass (Gynerium) plumes. There is also demand for Japanese Bleached Fern, preserved and dyed Jazilda, Nigella, Brooms, Phalaris, and Bunny Tails (Lagurus).
A Because of the extensive steps it takes to preserve and bleach one stem of greenery, the cost of stems can be six to ten times more than fresh ones. Let’s cover ways to incorporate preserved blooms for clients’ orders while keeping budgets intact.
B A. Kit holds a bridal bouquet made of white Italian Ruscus, Pampas, Lunaria, Limonium, Eucalyptus and Amnesia roses. B. Flower Duet created this ceremony display we call “Floor Décor” by adding plumes of Pampas to a base of greenery in long Oasis Raquettes.
• Buy locally grown, in-season “dry” materials like Pampas that have not been treated and combine them with fresh flowers for arches, ceremony displays and aisle décor. • Break down a few larger stems of bleached botanic blooms for a contrasting highlight to fresh flowers in design. • Use stems at their full length to highlight structure and texture
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along with dusty colored greenery like eucalyptus and pastel-colored roses or Dahlias. Mellano & Company carries a large selection of preserved and dried greenery including the whites, pinks and peach tones, which remain very popular for weddings and events. Store dried flowers in a protected box in a cool, dry place with bunches cushioned in paper. Preserve your own flowers by bunching cleaned stems and hanging them upside-down to air dry. Flower heads can be dried using a desiccant such as silica gel where the flowers are submerged for a few days or weeks. Many dried flowers do well with a little bit of commercial sealer treatment to keep them from shattering.
C. Pairing purples with white highlights helps the dark shadows pop in this design featuring Artichoke, Calla Lilies and Echeverias. D. Kit created this fall arrangement with a bed of fresh magnolia leaves, red Gerberas, Honey Hypericum, orange Foxglove, Leucadendron Elemense Green and red-dyed sponge mushrooms.
Potpourri Consumers Anticipate “Petal It Forward”
Roses. Gilliam, a Japanese Canadian flower artist, is known to many Bloomin’ News readers. She joins Phil Hettema and Lilit Khatchaturian, a Los Angeles area founder of Pave Fleur and high profile floral and event designer, as a float design judge. Hettema has a 40-year career in themed entertainment and leads a team of designers, architects and media producers. The awards, including the Sweepstakes Trophy, are sponsored by FTD.
The Society of American Florists’ annual Petal It Forward day, this year on Wednesday, October 23, has become so well known that a lot of hospitals and other organizations now look forward to it. The day when local florists give away bouquets, two at a time, for free, draws attention to fresh cut flowers and brightens everyone’s day. Consumers take two and are asked to give one away. “The reward you get from participating is unlike any kind of reward and the difference it makes is unbelievable,” says one hospital volunteer.
You Can Still Visit 2019 “Awaken”
CaliFlora 2019 Comes to the Flower Market “CaliFlora 2019” takes place Sat., November 2 and Sun., November 3 in Los Angeles. This exciting event that names the winner of the Top Ten design competition will be held in downtown Los Angeles at the Original Los Angeles Flower Market. Instructors and designers make up an impressive list, from Joyce Mason-Monheim AIFD CFD AAF PFCI AZMF (Sunday’s design show) to Lee Burcher AIFD CCF CFD PFCI to Anthony Alvarez AIFD CCF EMC to Reina Sumabat AIFD CCF to Wilton Lee CCF. There’s plenty for all, no matter your interest: leis making, competition tips, garland making, body flowers and floral crowns, vendor displays, silent auction and more. Call now to reserve: 916 448-5266 or email Ann Quinn, firstname.lastname@example.org.
Although the American Institute of Floral Designers’ 2019 symposium, “Awaken,” is behind us, the most dramatic and colorful moments of the event can be seen on DVD and Vimeo. Relive your favorite moments with a full set of 11 DVDs for $100. Individual DVDs also available and you can order a permanent download from Vimeo ($10 to $50). Check www.AIFD.org for more details about 2019 and the upcoming “Vision” symposium in 2020.
Rose Parade Judges Announced World renowned floral designer and in-
SAF and AFE Join Forces on FNRI Research
structor Hitomi Gilliam AIFD was named as one of the three people who will judge the floats in the 2020 Pasadena Tournament of
A groundbreaking research fund that has supported scientific innovation in the floral industry for almost 30 years is getting a boost
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Potpourri thanks to a new agreement. The Society of American Florists, which helped to found the Floriculture and Nursery Research Initiative in the 1990s, will continue its support and the American Floral Endowment will become liaison with the U.S. Department of Agriculture. Terril Nell Ph.D., AAF, AFE’s research coordinator, said the two groups have a long history of working closely together. See www.SAFnow.org for more.
stream their loved one’s funeral services. The live broadcast is accessible on the computer (or portable device) and makes it possible for distant friends and relatives to “attend” the service. An SAF article by Paris Martineau, who writes for WIRED, concluded that the videos are good quality with good sound.
CalFlowers’ Hosts Fun ‘n Sun Convention in Santa Barbara Area florists, designers and event professionals were very busy over the summer and early fall. CalFlowers’ Fun ‘n Sun convention in Santa Barbara drew a crowd from around the country, touring many of them around area flower farms. In July, floral pros volunteered at the VA Hospital Complex in West Los Angeles, giving away bouquets (made at nearby Teleflora that morning) to brighten veterans’ day.
Mayesh Acquires Brannan Street Wholesale Mayesh Wholesale Florist has acquired Brannan Street Wholesale Florist in San Francisco. Brannan, a 40-year-old company, opened its doors to Mayesh customers on July 8, 2019. Mayesh CEO Patrick Dahlson says this is a “great strategic fit for us and will advance our goal of having a Mayesh location in every major city along the West Coast.” Read more details at https://mayesh. com/press-release-mayesh-seattle/
David’s Bridal Teams with FTD David’s Bridal and FTD joined forces recently to offer FTD Florists a turnkey way to optimize their wedding floral businesses. FTD has created a package including leads, in-store promotions and ongoing marketing support. The florists are given early access to brides who register with David’s Bridal. See www.FTDi. com/davidsbridal or Davidsbridal.com.
INTRODUCING THE NEW
M AY E S H . C O M Our brand new E-commerce site ﬁlled with tools to enhance your ﬂower ordering experience.
Live-stream the Funeral
Visit us today to experience it yourself!
Countless families now are choosing to live
Potpourri Gloeckner Foundation Grants Dollars
offering free flowers and tips to unsuspecting people. Their journey spurred news stories as journalists clamored to cover the van and the scientific research supporting the stressreducing powers of flowers. SAF’s Jennifer Sparks introduced April as “stress awareness” month. “It’s that contact with nature so many of us crave,” she said. Right now, as we scurry into the most stressful months of the year, is the perfect time to give flowers – and offer stress relief to all.
Recently, the Fred C. Gloeckner Foundation, Inc. elected new officers and awarded sixteen grants totaling $145,688. The Foundation’s support of floriculture research totals more than $7 million in its 60 years. This year, M. Wildermuth of the University of California, Berkeley won a $12,000 grant for Spray-Induced Gene Silencing (SIGS) as a commercially scalable alternative to chemical fungicides for powdery mildew control. For more details, see GloecknerFoundation.org.
“Blooming by the River” Event Features Out of Area Californians
Yay! Stress Relief!
The stylings of floral artists Carol Caggiano AIFD, John Grady Burns, Michael Quesada AIFD and Gerard Toh AIFD were showcased recently at the “Blooming by the River” event near Toh and Quesada’s new home in Mississippi. CalFlowers supported a threeday floral education retreat in South Dakota, held by the design team of “Inspired Design.” In Sacramento, Floral Fresh Inc and Floral Resources Sacramento sponsored two days of hands-on floral and event workshops. Featured was Loann Burke AIFD AAF PFCI.
In early April a team of ambassadors representing the Society of American Florists wound through the Pacific Northwest in a vintage-style van (the “Flower Power Mobile”)
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State Capitol Hosts Garden Party Guests at the American Grown Field to Vase Dinner on the lawn of California’s State Capitol in Sacramento in June enjoyed what floral designer Cindy Magan, Hillside Blooms Floristry, called a Bohemian garden party. They found a vintage Safeway truck overflowing with California Grown Flowers. Guests enjoyed a multi-artisan meal with craft beer and cocktails and the spectacular scene of fresh flowers in arrangements and tablescapes by Cindy Magan, a native Californian.
Sean Edelstein 949. 551.2060 Sean@BLBrokers.com Orange, Riverside, San Bernardino and Los Angeles Counties
Flower Shop Broker DRE#01926680
INTERNATIONAL BUSINESS BROKERS ASSOCIATION, INC.
Selling Flower Shops Since 1997
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People You Know now be working closely with California Cut Flower Commission as the Certified American Grown Council seeks a new leader. David L. Pruitt, horticulture consultant and former flower farmer, has been named interim executive.
Californians Awarded AIFD Some 60 floral professionals received the AIFD designation at AIFD’s summertime symposium, including several you might know: Clair Han AIFD CFD of Stanford, John Ingram AIFD CFD at West Hills; and Dawn Mones AIFD CFD of San Jose. Congrats!
In August, Edelweiss Flower Boutique participated in the “jungles” of Santa Monica … designing and decorating wildlife figures for the Discovery Channel’s “African Savanna” on the Third Street Promenade. As you can imagine, the displays drew many people for pictures (and some asked if the flowers were “real”). Liz Seiji AIFD CCF selected tall grasses or Miscanthus for their depth, texture and movement, and with other expert techniques, made an unbelievably beautiful African display. She and her team, including Frank Banos (with elephant) did an outstanding job.
Members of the California State Floral Association participated in the California State Fair in July, presenting a gorgeous display of California Grown fresh flowers. Back in the summer, Jan Wilder AIFD CCF participated in a “pop-up shop” at the Orange County Fair with other members of South West Chapter of AIFD. Here, Jan demonstrates one of the floral design techniques shown at the Fair.
Rene van Rems and a number of Southern California floral volunteers designed and installed award-winning floral art for the annual “Gala in the Garden” held in Encinitas at the brand new, unique glass Dickinson Family Education Conservatory.
Farmer DeVries Honored Lane Devries, president and CEO of The Sun Valley Group, was honored with the naming of a special tulip breed after him. The honor was bestowed at the International Floriculture Expo in Miami Beach. This is the first time a flower farmer has been so recognized.
Kasey Cronquist Moves On The man who led the Certified American Grown Council to become the largest consumer-facing brand promoting origin in the floral industry, Kasey Cronquist, will
Holiday Traditions Come to Life at The Original LA Flower Market By Deirdre Michalski
A S THE CALENDAR TURNS
to the last few months of the year, the cooler weather reminds us that Fall, and the holiday season are now upon us. For many, this is a favorite time of the year to decorate with seasonal floral arrangements. For floral vendors, it is their busiest time of the year. From Halloween to Thanksgiving–it’s time for rustic décor to meet elegance personified. Vendor booths and shops at The Original Los Angeles Flower Market are filled with colorful florals, mums, roses, sunflowers, ferns, twigs, pinecones, orange and white pumpkins, fall leaves, pomegranates, orange citrus, apricot roses, apples, stalks of wheat and acorns all in a palette of colorful autumn hues. Chatting with Daniela Lopez, owner of Flores Deos Company, we learn that almost two years ago she took over the reins from her parent’s business here at Shop #7B at The Original Los Angeles Flower Market. They had been there for 25 years, so Daniela is proud to now be carrying the torch for the family’s business. She is so pleased that so many of their clients have remained loyal to them over the years and place their flower orders with them, just as they had done with her parents. During the The Bloomin' News
fall, requests for centerpieces are very popular, as well as hostess gifts and floral décor for buffet tables and elaborate dinners large and small. Daniela describes how customers have changed so much over the years. Retail customers have a newfound confidence, thanks to Pinterest and other social media channels. They arrive with pictures inhand and are anxious to purchase all the supplies to return home and do it themselves! Mason jars are quite popular and versatile. Customers creatively mix various florals, such as: hydrangeas, gypsophila (baby’s breath), sunflowers and roses to design lovely arrangements. Many clients prefer to have florals designed for them and will often reference a favorite
bloom, or a style they are looking for as inspiration. Daniela’s team enjoys a great sense of creativity and satisfaction when they can create unique and breathtaking arrangements for their clients. The icing on the cake is when they present these creations to their clients. It is sheer joy to see the expression on their faces. She affirms that every day this is a very rewarding business indeed. For many holidays, Daniela’s family celebrates a few days after the actual holiday, but Thanksgiving is one of the rare opportunities when they can celebrate on the Thursday combining a menu of Mexican and traditional Thanksgiving favorites. We also had the pleasure to speak with Jin Lee
Mellano & Company with a wide-array of Poinsettia plants. 23
from Mellano & Company. They are not just in the flower business - they are in the beauty business. Every stem they grow at their ranch or import is harvested and handled with utmost care because when it comes to beauty, thereâ&#x20AC;&#x2122;s no room for compromise. They began their business in 1925, with just six acres and a passion. Ninety-two years, 375 acres and three generations later, Mellano & Company still grows and distributes flowers of exceptional beauty. They have three shops at The Original Los Angeles Flower Market, namely #22, #33 and #34. At the market is where their loyal clients and retail customers alike place their orders, receive their beautiful arrangements, or even have them delivered. The Bloomin' News
Jin Lee, a Sales Manager with Mellano & Company for 15 years, reminisces about how times have changed. Way back when, he and his team used to arrive at the Flower Market at 2:00 am. Now, he arrives at 5:00 am, and they hit the ground running. Social media and Google searches have given customers a new-found sense of creativity and they arrive with photos and ideas. They have a great time collaborating together and sharing ideas for special events and celebrations. In many instances their loyal customers, such as Melinda McCoyâ&#x20AC;&#x2122;s Flowers in Long Beach, have become friends and are invited to family dinners. Knowing the family for over 30 years, there is a special bond as they watch the younger generation 24
Top left/right: Lush, high-quality Holiday greenery at The Original Los Angeles Flower Market
assume the responsibility of the shop. For the holiday season, Jin indicates that clients start to place their orders about two weeks ahead of the Thanksgiving holiday. For Christmas, people start decorating right after Thanksgiving, just as he does at home with his two daughters and wife. There are also many weddings in December, so those require more planning, ordering of flowers and preparation. Mellano & Companyâ&#x20AC;&#x2122;s number one seller is Poinsettias. They have a myriad of different offerings from Hellebore to Marble Poinsettia, Sparkling Punch and of course the traditional Red Poinsettia. Their second most popular item during the Christmas season is their lush holiday 25
A A. Myriad of different offerings of Poinsettias from Hellebore to Marble Poinsettia, Sparkling Punch and the Traditional Red Poinsettia
D. Mysterious, yet enchanting Halloween centerpiece
B. Beautiful Holiday centerpiece comes together with an assortment of flowers
F. White winter centerpiece made with White Roses and other greenery
C. Thanksgiving centerpieces do not have to be understated! Brilliant use of Fall colors on this design.
G. A colorful combination of red roses and assorted greenery will complement any Fall decor.
E. The Flores Deos Company staff celebrates Christmas
garlands. With the scent of delicate princess pine, red berries, pinecones and holly, these garlands are custom ordered based on the length and drape requested. It makes for a dramatic statement along a staircase, and they are often accented with delicate white lights. Their third most popular item is their Christmas wreaths. Mellano offers an impressive selection of 25 different sizes! They create custom wreaths for large ranch-style gates, as well as smaller wreaths for front doors and everything in-between. For Daniela at Flores Deos Company, Christmas season is a very hectic time with so much going on. It is their biggest sales month of the year. However, it is also a very happy time. Everyone is working together. She is touched that so many of their loyal clients call on them to make their holiday events come The Bloomin' News
to life. She indicates that red roses are their most popular and requested floral. And speaking of roses, Daniela shared with us a story about a wholesale customer who recently passed away. Mary H. Agleh used their highest quality roses to decorate cakes at her bakery. Danielaâ&#x20AC;&#x2122;s team attended the service and they were met with such warmth and appreciation. That relationship continues on, forged by a bond of admiration and beautiful florals. Flowers seem to bring people together, whether it is traditions from long ago, or new found creativity. The holidays are a time to celebrate the beauty of the season. Visiting The Original Los Angeles Flower Market one cannot help but get swept up in the joy and overwhelming array of beautiful blooms and creative ideas found here. Come join the fun! 26
Breast Cancer Awareness Month Every Saturday: The Wall Farmers Market, Saturdays, 9 am to 2 pm, on San Pedro Street between Seventh and Eighth streets.
4–6 Los Angeles Christmas Cash & Carry Gift Show
8 Columbus Day
9 Yom Kippur
12 Flower Market Tour led by Kit Wertz and Casey Schwartz, followed by hands-on flower arranging class in Torrance. Call 310739-7644 or see Flowerduet.com.
14 Columbus Day
The Bloomin' News
observed (Canada: Thanksgiving Day)
Street between Seventh and Eighth streets.
National Boss Day
All Saints All Souls Day
19 Sweetest Day
23 “Centerpiece & Table Accents” workshop at Flower Duet in Torrance. Call 310-739-7644 or see Flowerduet.com.
27 Mother-in-Law Day
Honoring Native Americans, Caregivers, Veterans and Military Families Every Saturday: The Wall Farmers Market, Saturdays, 9 am to 2 pm, on San Pedro
2–3 “CALIFLORA 2020”, sponsored by California State Floral Association at the Original Los Angeles Flower Market. Top Ten design competition on Sunday, 11/3. Educational sessions on Sat., 11/2. See ad in this issue!
3 Daylight Saving Time ends
11 Veterans Day GET INTO THE HOLIDAY SPIRIT – VISIT THE ORIGINAL LOS ANGELES FLOWER MARKET:
Check Our Website: OriginalLAflowermarket.com for Flower Market shopping hours, parking info & more.
Flower Market Tour led by Kit Wertz and Casey Schwartz, followed by hands-on flower arranging class in Torrance. Call 310739-7644 or see Flowerduet.com.
Small Business Saturday
led by Kit Wertz and Casey Schwartz, followed by hands-on flower arranging class in Torrance. Call 310739-7644 or see Flowerduet.com.
National Poinsettia Day
Every Saturday: The Wall Farmers Market, Saturdays, 9 am to 2 pm, on San Pedro Street between Seventh and Eighth streets.
22 – 30
Flower Market Tour
New Year’s Eve Holiday Floral Design Workshop with Phil Rulloda, Southern California School of Floral Design, at Mellano & Company, Santa Ana. Call 714-776-7445.
Flower Market Tour led by Kit Wertz and Casey Schwartz, followed by hands-on flower arranging class in Torrance. Call 310739-7644 or see Flowerduet.com.
Pearl Harbor Remembrance Day
LOOKING AHEAD in 2020 2020 Floral Vision: VISIT THE ORIGINAL LOS ANGELES FLOWER MARKET:
March 9 –10
SAF 40th Annual Congressional Action Days 2020. Let your voice be heard in the nation’s capital.
July 2 – 7
AIFD “2020 Vision” international symposium, Chicago
Sept. 9 – 12
SAF Phoenix 2020 136th Annual Convention, Westin Kierland
The Original Los Angeles Flower Market Where Good Los Ideas are Always Bloom The Original Angeles FlowerinMarket 39
Trade-Only Hours: Mon & Wed 2am - 8am, Tue & Thurs 5am - 6am, Fri 2am - 8am, Sat Public, Sun Closed
Public Hours: ($2 admission weekdays; $1 on Saturday) Mon & Wed 8am - 12pm, Tue & Thurs 6am - 11am, Fri 8am - 2pm, Sat 6am - 2pm, Sun Closed For holiday and special hours, see OriginalLAFlowerMarket.com.
Wall St. & San Julian St. Merchants Street map above A See detail (above right)
C Decor Center . . . . . . . . . . . . . . . . . 213 629.6949 Floral Supplies
D Mellano & Company . . . . . . . . . 213 622.0796 Full Service
E Mellano & Company Wholesale Florist. . . . . . . . . . . . . 213 622.0796 Full Service
F LA Flower District Association (Badge) . . . . . . . . . 213 627.3696 G Floral Supply Syndicate . . . . . 213 624.3982 Floral Supplies
H Moskatel’s, Inc. . . . . . . . . . . . . . . . 213 689.4590 Floral Supplies
Stamis Wholesale . . . . . . . . . . . . 213 622.6770 Floral Supplies
J Cris Flowers. . . . . . . . . . . . . . . . . . . 213 488.1797 Floral Supplies
K Jay’s Plants . . . . . . . . . . . . . . . . . . . 213 612.0353 Greens
L Floral Prop Rental . . . . . . . . . . . . 213 622.1700 Floral Supplies
1 JC Grand Tree Inc. . . . . . . . . . . . 213 833.0002 Orchids & Cymbidiums
B Casa Blanca Wholesale Flowers, Inc. . . . . . . 213 488.3321
Vendors in The Original Los Angeles Flower Market of the American Florists Exchange, Ltd. 3 The Hydrangea and More . . . 626 383.1367 Hydrangeas, Roses & Cut Flowers
4 Dan Stamis, Inc. . . . . . . . . . . . . . 213 622.6770 Greens
5 Blossom Valley. . . . . . . . . . . . . . . 213 891.9320 Roses
6 G.M. Floral . . . . . . . . . . . . . . . . . . . 213 622.0237 Roses & More
7 - 7A Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620 Orchids, Roses & Cut Flowers
7B Flores Deos Co. Dayro’s . . . . . 213 623.5177 Roses & Cut Flowers
8 Designer Direct Showcase . . . 213 488.9765 Floral Supplies
10 Tommy’s Flower & Vase Land . . . . . . . . . . . . . . . . . . 213 622.1205 Flowers & Vases
11 Eliseo’s Wholesale . . . . . . . . . . . 213 627.4898 Miscellaneous Cut Flowers
12A - 13A Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620 Orchids
12B - 13B Beth Madison Flowers . . . . . . 626 512.4085 Miscellaneous Cut Flowers
14 Choice America Flower Wholesale . . . . . . . . . . . 213 489.8377 Miscellaneous & Exotic Flowers
15 - 17 Julia’s Wholesale Flowers . . . 213 891.1514 Roses & Cut Flowers
18 Zavala Wholesale Flowers. . . . 213 488.0085 20 Wall Street Floral . . . . . . . . . . . . 213 304.8933 Supermarket Florals, Rose Petals & Roses
23, 33-34 Mellano & Company. . . . . . . . . 213 622.0796 Full Service
24 Valle Wholesale Flowers. . . . . 213 688.1062 Full Service
26 Gonzalez & Sons Wholesale Flowers . . . . . . . . . . 213 627.7678 Miscellaneous Cut Flowers
27 C & K Wholesale . . . . . . . . . . . . . 213 327.0313 Vases & Ceramics
28 Ted’s Evergreens. . . . . . . . . . . . . 213 624.1524 Greens
29A - 30 Vases by Robert . . . . . . . . . . . . . 818 322.8826 Vases
31 Balloons Away . . . . . . . . . . . . . . . 213 683.8819 Balloons
32A Gilbert Wholesale Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 689.9564 Miscellaneous Cut Flowers
32B Serguei Flowers Wholesale . . . . . . . . . . . . . . . . . . . . 213 622.3695 Miscellaneous Cut Flowers
36 - 38 Tropical USA . . . . . . . . . . . . . . . . . 213 614.1915 Exotic Cut Flowers
39 Tommy’s Flowerland . . . . . . . . 213 622.1205 Flowers & Vases
40 S.O.S Wholesale Flower Market . . . . . . . . . . . . . . . 213 896.0322 Miscellaneous Cut Flowers
42 Growers Direct Flowers, Inc. . . . . . . . . . . . . . . . . . 213 688.8855 Cut Flowers
44 Paradise Garden Wholesale Flowers . . . . . . . . . . 213 488.5144 Full Service
45 Orchids & Plants . . . . . . . . . . . . . 213 627.3805 Orchids
50 Martin Sanchez . . . . . . . . . . . . . . 213 629.4154
754 Wall Street, Los Angeles, CA 90014 | Visit us at OriginalLAFlowerMarket.com