E X P R E S S I O N S O F F L OW E R S Â®
JEFF GASTER OF CITIFLORAL NURTURES LOCAL RELATIONSHIPS IN NYC
ON THE EDGE
CELEBRATING THE FLORAL ARTISTRY OF LAURA DALUGA, AIFD
EXPLORING DIVERSE IDEAS AND HOT TRENDS FOR SPRING & GARDEN 2018
V O L . 8 N O . 5 | J U LY / A U G U S T 2 0 1 7
Mark Nance, AAF President, BloomNet P U BLIS H E R
BloomNet, Inc. www.BloomNet.net 1-800-BloomNet 1-800-256-6663
SE N I O R E DITORS
Jackie Lacey, AIFD, CFD, PFCI Lisa Carmichael MA N AG IN G E DITOR
Mike Pucci ASSO C I AT E E DITOR
Evan Grossman A RT DIRECTOR
Shane Hickey SE N I O R DES IG N E R
Bill Hamilton CO N T R I BUT IN G W RIT E RS
Brenda Simmons Alyssa Chekas E D I TO R I A L CON T RIBUTORS
Ted Marlowe, Jerry Rosalia, Renato Sogueco
floriology is published bi-monthly by BloomNet, Inc. Printed in the United States, Copyright 2017. All rights reserved. No material contained herein may be reproduced without the consent of the publisher or editor. Permission to reproduce portions of this publication should be obtained through BloomNet, Inc. Publications. All statements are those of the person making the statement or claim. The publisher does not adopt any statement or claim as its own and any statement or claim does not necessarily reflect the opinion of the publisher. Although published material is intended to be accurate, neither floriology nor any other party will assume liability for loss or damage as a result of reliance on this material.
floriology | July/August December 2012 2017
Opinions expressed are not necessarily those of BloomNet, Inc.
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Opportunities for furthering your career and expanding your artistic horizons
DESIGN CENTER: Back to Basics
Step-by-step techniques for recycling and reusing products to craft an innovative arrangement
Smart and easy tips & tricks for creating new holiday designs
Safeguard your brand on social media; Create effective blogs; Assure flower quality during summer heat
Exciting themes and new products for Spring & Garden 2018
DESIGN CENTER: On the Edge
Presenting the captivating floral creations of Laura Daluga, AIFD
CitiFloral nurtures local relationships and grows its business in the big city
Ideas and insights that can build your digital brand
Presenting two beautiful new sympathy arrangements from the Floral Design Council
Happy 50th to Flowerama; Hanging bridal designs now trending; Wedding bells in England
Creating smiles, one job at a time
“How Important is Education … really?”
unfortunately, or fortunately (depending on your perspective), live in one of the poorest states in the U.S., which ranks 49th in state-funded educational support. It seems to be a constant battle within the legislature to find proper funding for our youth and those seeking a better life for themselves through higher education. In complete contrast, when flying out of my small regional airport, I personally pass six casinos with their bright neon lights, beautiful Adobe buildings, big (huge) screens, and giant parking lots enticing unsuspecting passers-by to spend their hard earned money to help fund education (yes, education) in my state. Something is terribly wrong here that needs to be addressed, but that is my plight. Education is the very foundation upon which we build value within ourselves and for society. In business, it draws the line between success and failure, in particular, the strong drive to continue learning and becoming aware of all that is possible. As Albert Einstein said, “Education is what remains after one has forgotten what one has learned in school.” Education takes commitment, personally and financially. Personally, from the perspective of investing time and having the desire to better one’s self; financially, as education comes with a price tag. I know this all too well, as my daughter just recently graduated from college, but it was well worth the investment! In some of the propaganda we received at graduation, there was a very intuitive document concerning the importance of continuing education. Here are some highlights: 1} Enhance skills—in the floral industry this is a requirement to keep up with current design, business, and consumer trends 2} Make more money—the more you know about your business, the greater the potential for additional monetary return 3) Increase your value—personally, in your community and in business 4) Self-fulfillment—additional knowledge increases self-confidence 5) More security—be prepared for anything through more education There are those times I feel just like my state legislature, particularly when we are in our current budget planning cycle. As a company, and certainly myself personally, we have always supported continuing floral education through our Floriology Institute in Jacksonville, FL, as well as through state associations, AIFD, SAF, and now with Floriology education On the Road. However, adequate funding always seems to get in the way. Reaching the goal of bringing quality education to the floral industry is truly a balance between short-term committed investments versus long-term potential return. As a business, education at its very best is break-even, but is a critically important component of our overall business strategy. We have to be so much more than a wire service and clearing house that sends you orders; we are your partner in your personal and business growth. We are firmly committed to floral education … Long-Term!
❋ See pages 4-5
for an array of educational opportunities industry-wide.
Mark Nance, AAF | President
● AIFD National Symposium July 1-5 Seattle, Washington Independence Day July 4 ● AmericasMart Atlanta July 11-18 Atlanta, Georgia ● Cultivate ‘17 July 15-18 Columbus, Ohio ● Oklahoma State Florists’ Association 2017 Conference July 22-23 Stillwater, Oklahoma ● Texas State Florists’ Association Floral Expo July 27-31 San Marcos, Texas ● Kentucky Florists’ Association Annual Convention July 28-30 Louisville, Kentucky ● Arizona State Florists Association Annual Expo July 30-31 Phoenix, Arizona ● WesTexas New Mexico Florist Association 2017 Convention August 4-6 Las Cruces, New Mexico ● Tennessee State Florists’ Association Annual Convention August 4-6 Franklin, Tennessee National Get Out of the Doghouse Day August 17 ● Arkansas Florists Association 2017 Convention August 18-20 Hot Springs, Arkansas
❋ For more info, go to www.BloomNet.net and www.floriologyinstitute.com
July/August 2017 | floriology
“Mindshift: Break Through Obstacles to Learning and Discover Your Hidden Potential” by Barbara Oakley One of the best books I have read in a very long time. “Significant change is possible” is a core theme of the message and you are a true believer when the last page is turned. Learning is not only critical, but can become so much more fulfilling by following the author’s roadmap. This is a must-read, more than once. Also, it is available for download, so it is easy to reference.
WHAT’S ON TAP
CONTINUING ED for
CONTINUED SUCCESS WITH INDUSTRY CHANGES COMING FASTER AND FASTER EVERY YEAR, AMONG YOUR BEST RESOURCES IS EDUCATION, EDUCATION, EDUCATION labor challenges, and the list goes on and on. Looking to the educational resources that are available can often offer the tools to help with those areas that are not up to par or present a challenge. It is often said, “surround yourself with others to perform the task that you do not do well.” Here is an update on some of the opportunities for continuing education.
floriology | July/August 2017
CALIFORNIA FLOWER ART ACADEMY
Education is never a one-step process but rather it requires that you create a solid foundation that you can continue to build on as you gather experience and knowledge of best practices. As you well know, there is no guide that says this is how you operate and run a successful flower shop or studio. Most of us get into the floral business because we “want to work with beautiful product” but reality often hits us hard when we discover that work with the beautiful product is only a portion of what we have to do … including how to purchase that product, pay for the space to house it and produce it, marketing and advertising to move the product, social media campaigns,
california-academy.com With three locations for more than 19 years, the California Flower Art Academy has been providing a wide variety of classes with a focus on the art of floral design. The Academy is geared more to the appreciation of floral artistry and the advancement of European and Japanese styles of floral design. The Managing Directors’ education and formal training has been earned in Japan, and lecture experience is offered from many well known American designers. DAVID CURTIS SCHOOL OF FLORAL DESIGN
david-curtis-school.com The school is located inside of Centerville Florist in Centerville, Ohio, a suburb of Dayton. It offers a three-week course that is both intensive and on the job. Flowers 101, 102, 103, and 104 cover 120 hours of instruction with 98 percent of the course
For a list of additional educational resources throughout the floral industry, go to: aifd.org/online-education/education-partner/education-providers.
hands-on. The objective of the program is to train students in the art of floral design so they can be expected to successfully perform requested floral designs in today’s job market. Courses include: Basic Floral Design Practices – Flowers 101, Sympathy Flowers – 102, Wedding Flowers – 103, and Flower Shop Operations – 104. Joe Emerick is the co-owner of Centerville Florist and Director and Senior Instructor of the David Curtis School of Floral Design, and was previously the manager of the retail florist prior to taking over ownership. Keith Weiderhold is the co-owner of the flower shop and an instructor for the school, as well as a co-owner of the Cold Stone Creamery franchise in Dayton, Ohio. FLORAL DESIGN INSTITUTE
floraldesigninstitute.com Founded in 1969 and purchased by Leanne Kesler, AIFD, and David Kesler, AIFD, in 1988, Floral Design Institute is one of the leading floral design schools. They have created and maintain a wonderful learning atmosphere where both the complete beginner and the most advanced floral designers feel comfortable, and are able to develop their individual skills and talents to the maximum potential. Courses include Basic Floral Design Certification, Advanced Floral Design Certification, Wedding Floral Specialist Certification, Online Floral Class Certification, Advanced Floral Design Workshops, Floral Design Workshops and Classes, and Bespoke Garden Style Design Class. FDI is an AIFD Education Partner and offers certifications in all of their classes. FLORIOLOGY INSTITUTE
floriologyinstitute.com The Floriology Institute was created with the retail floral designer in mind. The instructors not only stay on top of the trends in the industry and design techniques, but
REACH NEW HEIGHTS OF CAREER SUCCESS
some of them are even involved in setting the trends and teaching them to the industry through stage presentations, social media, blog posts, and webinars. This past year has not only brought Renato Sogueco to the team as Vice President of Digital Media and Education, but also Jackie Lacey, AIFD, CFD, PFCI, as Director of Education and Industry Relations. Renowned instructors include Jackie, as well as Anthony Swick, AIFD, CFD, PFCI, and Donald Yim, AIFD, CFD, CPFD. Furthering the commitment to the industry, Floriology also saw Sandy Schroeck, AIFD, CFD, PFCI, and Lesley Bolden, AIFD, CFD, join the design instructors team and Charley Howard join as a Floriology business instructor. Best business practices and guidelines have been added to every course. As an added benefit, because Floriology Institute is an AIFD Education Partner, the Institute now offers a path to AIFD’s national floral certification, CFD. In addition, Floriology “On The Road” is now bringing some of the courses it offers to a city near you. Courses offered by Floriology Institute include Principles & Elements of Design, Wedding Bliss, Prom and More, Certification & Competition, Reinventing Everyday Design, and Celebrations of Life. FTD
ftdi.com/ftduniversity/calendar.htm FTD offers a variety of educational classes online, as well as webinars, how-to videos and their boot camp classes.
myteleflora.com/oklahomaeducation-center.aspx Teleflora offers many educational classes through state associations and online. Webinars and on-the-road classes are also part of their offerings.
more information about the Floriology Institute and the process for participating in Professional Floral Design Evaluation (PFDE), visit floriologyinstitute.com.
July/August 2017 | floriology
You may be aware that with the revision of the CFD (Certified Floral Designer) program endorsed by the American Institute of Floral Designers (AIFD), you can participate and achieve your National CFD designation through the Floriology Institute. A vital step in preparing for CFD certification is gaining knowledge and feedback from highly experienced floral Approved Pathway Provider design experts and certified floral evaluators and judges who fully understand the rigors of working toward coveted CFD status. It’s also important to note that floral designers who participate in the Professional Floral Design Evaluation (PFDE) after taking at least one prep course and working with at least one mentor are 85 percent more likely to have a successful outcome. The Floriology Institute is an official AIFD Education Partner and our AIFD-accredited instructors continually embrace new design techniques, stay on top of the latest floral and consumer trends, and adopt proven, innovative best business practices in order to pass this knowledge on to students. To move toward CFD designation, students attending FloriTo view a video showing the ology Institute must successfully complete the folsteps to AIFD membership, go to lowing courses: Principles & Elements of Design, vimeo.com/149411112. Wedding Bliss, and Celebrations of Life. Students must also achieve a successful pass rate for the Certification & Competition course. A written test will also be given and upon passing the test, the student’s name will be submitted to AIFD headquarters for completion of the CFD certification process. Established in 1965, AIFD is the floral industry’s leading non-profit organization dedicated to establishing, maintaining, and recognizing the highest standard of professional floral design. Accredited membership in AIFD is extremely selective and obtained only after a candidate has effectively demonstrated advanced professional ability of his or her floral artistry and a clear understanding of the elements and principles of design. Members proudly wear the AIFD addendum on their name to demonstrate that their peers have found them to be “Accredited in Floral Design.” They must continue to demonstrate their “cutting edge” art by meeting specified continuing education requirements.
WRITE ON Ideas for Creating Effective Blogs by Alyssa Chekas
SAFEGUARDING YOUR BRAND ON SOCIAL MEDIA by Renato Cruz Sogueco
Protecting your brand online starts with your domain name—by now (hopefully), you’ve secured a domain reflecting your business name, such as renatosflowers.com for my make-believe shop, Renato’s Flowers. Your online brand extends to social media. Have you secured user handles for the major social media outlets? Using my example, secured handles for the “renatosflowers” user or handle would allow customers to access your accounts with branded URLs such as the following:
floriology | July/August 2017
❋ ❋ ❋ ❋
facebook.com/renatosflowers pinterest.com/renatosflowers twitter.com/renatosflowers instagram.com/renatosflowers
Although you may not be using these social media outlets, it’s still important to secure these handles considering that ANYONE could secure them with just an email—including your competitors. A great tool to use to check this ASAP is namecheckr.com. You just input your preferred handle and this tool verifies availability—indicated with a check mark. Luckily for me, “renatosflowers” is still available. Best practice is to ask your web host or provider to create a generic email such as firstname.lastname@example.org. This is the account you’ll use to secure these new social media accounts. You can then forward this to your account as the owner. This is a safeguard, so if you hire someone to manage social for the business, you just forward this email to their account as well … so, if they leave the business, you’ll still have access.
looking for tips about building ❋ Also your digital brand? See page 18.
Blogs are one of the best ways to share your love of floral design, as well as educate your customers, increase the number of visitors to your shop, and boost traffic on your website! A great way to start is by asking yourself some questions: ❋ What are customers inquiring about when they come into the shop? ❋ What was the inspiration or thought behind your latest design? ❋ What are some tips that you can offer on flower care? ❋ Are there any DIY insights you want to share? The answers to these questions can provide the perfect blog content. Begin by writing an engaging introduction to grab the reader’s attention. For example, tell a brief story, use a statistic, or highlight an interesting fact. As you write the blog be sure to include several keywords in your blog that your customers will be searching for on Google—for instance, words such as flowers, plants, local florist, flower care, etc. This provides vital SEO (Search Engine Optimization) that Google can use to turn searches of keywords into visits to your blog post and/or website. In addition, remember to add visual components to your blog, such as photos and videos. And be sure to insert a call to action at the end of your blog—whether it’s to provide a link to a product you are selling on your website or to share your blog post. It’s also important to create a short description about your blog post. That description will sit right under the blog title in Google search. The description is a brief summary, 150-160 characters long, that entices someone to click on your blog post! Keep in mind, too, that the blog content you just created can be re-purposed for your social media platforms such as Facebook, Instagram, Pinterest, Twitter, and others. For examples of blogs, see 1800flowers.com/blog, floriologyinstitute.com/blog, and bloomnet.net/blog.
STRATEGIES by Gay Smith, Chrysal
BEATING the HEAT Tips for assuring flower quality during the summer months Summers are traditionally full of weddings, backyard parties, and a wide range of other occasions where flowers are part of the celebration. Yet, as you well know, the summer months can present some challenges in keeping blooms fresh and looking their best. For instance, higher temperatures can cause flowers to dehydrate quickly. Below are some ideas.
July/August 2017 | floriology
concentrates are advantageous because of immediate blending and efficient uptake. Are you working allium, alstroe, and lilies into centerpieces? The bulb family of blooms are easy to hydrate, but suffer imbalanced hormones when harvested. A special formula for bulb flowers helps avoid negative symptoms of imbalance such as pre-mature yellow foliage, short vase life, and florets not opening. Chrysal offers Bulb t-bags. The BRIDAL PREP bulbous group of blooms includes lilies, iris, Wedding blooms are often designed withalstroe, tulips, ranuculas, anemones, nerines, out a water source, placed in foam holders, lily of the valley, and freesia. and they endure lots of opportunity for meOnce designs are complete, lightly spray chanical damage (hugging, dancing, bouquet flowers and foliage with a finishing spray such tossing, placing on tables, etc). One of the as Chrysal Glory to slow down dehydration. keys to success is to always start clean—clean Also very important is to allow finishing spray to buckets, clean tools, clean solutions. dry completely before placing blooms in the cooler. Prepare bunches (especially important with rose prep) by removing foliage falling below water Gay Smith, Chrysal For tropical blooms and foliages, you can use Hawaiian Floral Mist as the finishing spray. HFM level, but don’t strip stems naked. “Pumps” that does not coat petal surface, instead it works at the cellular level pull solution into blooms are located on the undersides of rose to reduce rate of moisture loss. A light spray (to drip) of either foliage. Leaves provide important nutrients and reduce stress solution is sufficient. while flowers rehydrate. Cut stems (1-2 inches) and transfer into solution—fast! Quick transfers are important because stems start sealing up within seconds of being cut. Let condensation evapoOTHER CONSIDERATIONS rate from sleeves and petal surfaces (+/-15 minutes) before moving Are partygoers encouraged to take home centerpieces? Does buckets into the cooler for an overnight drink. your bride want to keep her bouquet as a keepsake? Of course! You might want to provide simple instructions on centerpiece care and/or how to air dry a bouquet, such as hanging it upside down, THE RIGHT SOLUTIONS GIVE BEST RESULTS away from direct light, in an area with good air flow so petals dry For woodies, gerberas, roses, callas, and hydrangeas, allow flowslowly and maintain some pigment. Gravity helps hold petals and ers to drink a hydration solution over an entire night. Hydration foliage in a natural shape as flowers dry. solutions contain no sugar; and they jump-start flow, turning the Also, remove satin material around stems so stems don’t rot. flower’s plumbing system full on. Commercial hydrators from Remember, too, that air drying takes at least 10 days, depending Chrysal include Professional #1 and Rose Pro hydration. Always on size and density of bouquet. Another method better suited for prepare solutions with cold water and follow mixing instructions. drying single blooms or single stems is to carefully submerge flowHydrate wilt-sensitive blooms first in a hydration solution and then ers in a box filled with equal parts borax and white corn meal. Detransfer to a flower food solution. pending on the flowers, place face up, or lay the stem horizontally Looking for a big WOW factor? To get blooms open, put stems in several inches of dry mixture, and then gently cover the flowers into flower food. It’s the sugar element in the formula that works completely with more of the dry mix. Let flowers sit in the box for a to open buds. Chrysal offers several liquid food choices includweek or until the petals are papery. ing Professional 3, Rose Pro Vase solution, and Full Bloom. Liquid
EXCITING TRENDS FOR SPRING & GARDEN 2018
Leading design trends for next year’s spring season include a variety of looks and timeless themes … from rustic farmhouse, to vintage garden decorations, to whimsical pastel expressions. Here’s an overview of three key themes from the Napco 2018 Spring & Garden Trend Report, offering a glance at the ideas and designs your customers may be asking you for in the year ahead.
Gray Drawer Planters, Set of 3, Napco 11431
Brown Cart with Metal Plate, Napco 11349
Burnt Finish Box, Set of 3, Napco 11456
floriology | July/August 2017
Walking through a timeless garden landscape inspires smoky tones of lavender, blue, green, and pink, which contrast perfectly against natural dark brown wood. The distressed painted wood gives a unique vintage feel, while floral elements including lavender, sage, juniper, and rosemary combine with animal statues and traditional garden gnomes for a whimsical feel. Like an old garden out back, dotted with utility baskets that may have collected flowers from a past generation, you’ll find elements of galvanized and distressed metal throughout this design theme.
full Napco 2018 Spring & Garden Trend Report will be ❋ The available at the end of July at bloomnet.net/napco. For further information about products, visit napcoimports.com.
“SMOKEY BLUSH” PANTONE 7523C
PANTONE BLACK 6C
The soft modern lines and tints, shades and tones of blush and pink, along with gray and black, contrast against sturdy, hard marble finishes, concrete containers, and rosy wood stains. Between the soft color palette, you’ll find copper and rose gold highlights, whimsical white statues and an air of limitless potential, personified by the theme’s stylized birds and butterflies.
Pink Floral Pitcher, Napco 21660
Concrete Finish Dish Garden, Set of 3, Napco 18381
“BOTANICAL BLISS” PANTONE 7457C
Green Pitcher with Metal Flower, Napco 11749
July/August 2017 | floriology
As if it was lifted from the pages of “Alice in Wonderland,” there is a bit of fantasy and whimsy throughout these designs. Almost like a dreamworld flower patch, Botanical Bliss brings its patina and mint green, turquoise, coral, and peach palette alive across its stained wood in blues and corals, complemented by laser patterned pots. The lively colorway works with the natural stone finishes of the pieces, dotted with flower motifs and stamp patterns. Also accenting this theme are images of birds and birdhouses, while the colorful angel and cherub statues add yet another layer of fantasy.
ON THE EDGE
by Evan Grossman
L floriology | July/August 2017
Floral artistry is in this designer’s blood. Literally.
Laura Daluga, AIFD, is a fourth-generation designer, carrying on the family business started by her great-grandfather. She grew up working in the Illinois shop her mom Cher inherited from her grandfather. “She was a big influence on me,” Laura says. “She put me to work the second it was safe for me to hold a knife.” It was in that shop where Laura learned about the business, where she learned to create art out of flowers and the negative space between them. It was also where she first learned the importance of sustainability and the close relationship between the floral industry and the environment, ideals that power her work to this day. “As a kid, we used to ship back our rose boxes to the farms, filled with old kids’ clothes and toys we didn’t want anymore, basically because we were aware there were children living on the farm and we wanted to be able to pay back to them a little bit with what extra we had,” Laura says. “There’s still little things you can do every day that can make a difference.” As an environmentally conscious owner of the Department of Floristry in Ann Arbor, Michigan, Laura feels a special obligation to take care of the planet. She says there are small steps every shop can take to do their part, such as using biodegradable products and purchasing locally grown flowers and design materials. Even with all the floral design lineage she inherited going back several generations, Laura says she never intended to go into the family business. Her first love growing up in Chicago was ballet, which she pursued with vigor until she was 16 years old. “For a very long time,” she says, “I wanted to dance, and that’s what I did.” Her training included years of practice, a thorough education, and hours of master classes. Dance, she says, is a craft you must continually push yourself in. Since she stopped dancing, Laura says she has applied many of those same ideals to her floral design work. “I’m always exercising,” she says, “and trying to work things out.” As such, Laura says she is continually writing, thinking, imagining new projects. Her creative process varies, depending on the project. She mentions that she draws a lot of inspiration
from the different landscapes before her, and when she sits down with a client to plan a new project, she always asks them to describe what they’re looking for in just three words “to keep parameters vague to allow myself a lot of freedom.” “That’s a very good way for me to get the creative juices going,” Laura explains. “There has to be some kind of spark, above and beyond what they’re asking for in flowers and colors. It’s very much about the language for me.” Laura mentions that she is heavily influenced by her mom in her work. But she is also guided by the latest design trends, which she says right now have more to do with mechanics and construction than the actual flowers. “There’s more of a push toward the Nordic or Swedish style that has more to do with structure, the base mechanics, great wire work, the fantastic armature,” Laura states. “The flowers that you do use are really super-premium.” “The carnation is making a big comeback,” she adds. “There’s all these beautiful, new antique varieties that when you put them all together, they look like just the most amazing hydrangea. I think it’s kind of a combination between nostalgic flowers … some of the flowers that have been stigmatized just for funerals or just for weddings, they’re sort of moving around a little bit there. But that’s what happens when you have a new consumer generation coming in. They have completely different ideas of what’s cool.” Certainly, we can all agree that what’s cool is always changing, but for Laura, the approaches she leans on each day in her studio are the same she learned at a young age in her mom’s flower shop. After all, it’s in her blood. For more about Laura and her work, visit facebook.com/dofloristry/ and Dofloristry.com
FAST FACTS Designer: Laura Daluga, AIFD Location: Ann Arbor, Michigan Experience: 18 years Exposure/Achievements: 2016 People’s Choice Winner, Iron Designer of America; published in International Floral Art 2016/2017; 2016 AIFD inductee; certified AIFD in 2009.
July/August 2017 | floriology
OWNER’S CORNER by Mike Pucci
Community MINDED CitiFloral nurtures local relationships in its New York City neighborhood
Even in one of the largest, most populated and most bustling cities in the world, the success of a retail business can often come down to building and enhancing local ties in the surrounding community. CitiFloral, a fixture for more than 30 years in the Yorkville section of Manhattan’s Upper East Side, embodies the very definition of a local florist, an integral part of the fabric of the neighborhood—and a source that people in the neighborhood rely on to provide friendly service and some of the most beautiful floral arrangements and gift baskets to be found anywhere. “We opened the shop in 1986, starting it from scratch,” says owner Jeff Gaster. “Over the years we’ve grown the business extensively, and we are very well known and respected in our community, as well as throughout New York City.” In addition to a continual stream of walk-in customers who trust the dedicated CitiFloral team to create the perfect gifts for their special occasions, the shop handles a steady flow of wire orders and is the go-to florist for many funeral homes, hospitals, nursing homes, and hotels all over the Big Apple. From a marketing perspective, CitiFloral offers its customers several innovative incentives—including free delivery and no service charge for online orders. This strategy has had a positive impact on increasing website sales. Also, the shop is very active on its Facebook page, posting daily with local content. Still, it’s the connection that Jeff and his staff have with local residents that truly sets the business apart. That connection was apparent during one of the darkest times in our country’s history. Owner: Jeff Gaster Immediately following the Location: New York, New York September 11, 2001, attacks in lower Manhattan, the shop Established: 1986 began giving away flowers as a way to help brighten the Employees: 6 spirits of people in the city as they struggled with what
floriology | July/August 2017
had happened. “We wanted to do something that would make a difference, a simple gesture that at least temporarily made people feel a little better,” says Jeff. Today, giving away flowers has become on ongoing tradition at CitiFloral, as each day free flowers are placed just outside the shop’s doors for passers-by and local residents to take and enjoy. “People love it,” states Jeff. “And many people who are just strolling by the shop also come in as a result of the flower giveaways.” Jeff’s emphasis on the importance of having a strong local focus for his business also extends to a very popular initiative created several years ago by 1-800-Flowers.com and BloomNet: The Local Artisan Program. As you may know, the program gives designers from across America a forum to showcase their talents, while providing retail florists with an opportunity to increase their sales via the 1-800-Flowers.com website. Jeff states that he believes the Local Artisan program “is the single most unique and innovative concept involving a collaboration between a wire service and its florists.” He adds, “It combines the power of the 1-800-Flowers brand with the design talents and fulfillment abilities of local florists. For us, the program has meant a big marketing boost, and more sales.”
For further information about CitiFloral go to citifloral.net and facebook.com/citifloral. To learn more about the Local Artisan Program, visit 1800flowers.com/local-artisans, email email@example.com, or call 1-800-BloomNet (1-800-256-6663).
floriology | July/August 2017
BACK TO BASICS
by Jackie Lacey, AIFD, CFD, PFCI
Utilize products at your fingertips to set yourself apart
In today’s market and for today’s generation we not only want to recycle and reuse—we have to. By utilizing what we have at our fingertips, we show creativity and it increases our profit margin. That creative edge is one of the things that will advance your marketing by creating buzz on social media. Don’t forget to take full advantage of this by posting, blogging, and Snapchatting, as well as by showing the finished product as part of your event set-up and/or delivery. By using a creative edge to separate you from your competitors, you also build your brand to broaden your market coverage. Keeping a few tricks that can update a really great traditional design or push a centerpiece to another level will let you be better prepared to fill your orders and please every clients’ taste.
floriology | July/August 2017
1} Here is an example of a traditional hand-tied
bridal bouquet that has an updated appeal but will still wow those with a more refined taste level. Thanks to Bob Tucker, AIFD, CFD, FSMD, for his help and for adding his creative touch to the project shown here, bringing cardboard back for a new life. Using the cardboard insert that comes with roses in a package, you can easily create beautiful accents that draw the eye in and give the bouquet movement. This trendy recycle and reuse idea will add an updated twist that sits right with today’s generation. Keeping the floral product simple doesn’t have to be yesterday’s style. This otherwise traditional round bouquet is pumped up in style while staying in step with the budget. The cardboard used here is what is put between the layers of the roses in the bundle and would normally be tossed in the waste bin.
2} To create this design, peel off the outside layer of paper cardboard. This will leave the interior of the paper exposed and give you texture. Sometimes
you may have to mist or dampen one side of the cardboard and let it sit until it pulls away easily.
3} and 4} Cut and form pieces of the cardboard to create the appearance of leaves. If you use the side that was not dampened, you can draw the leaf shape on the cardboard to maximize the number of leaves you can produce. Insert the wire into the ridges
and use floral tape to secure. If you would like to have the leaves dangle for movement, simply secure with copper bullion. If you want to add a cardboard collar to the base, be sure to add it while it is damp because it becomes much more rigid as it dries out. Once you have the mechanics all covered, it is easier to add the wired leaves that you would like to extend as a cascade into the bouquet by glueing them in place.
PRODUCT NEEDED TO CREATE THIS BOUQUET
See more ideas at
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k Cardboard sheets (damp) k Ti leaves k Roses k Corsage pins k Bullion â€“ green k Bind wire k Foliage
Tips and tricks to inspire new designs that say ‘seasons greetings’
It may be summer and the weather may be warm, but as you know it’s never too early to start thinking about the busy holiday season ahead. Check out these inspiring and innovative design possibilities from the creative experts at Floriology Institute, featuring Napco products your customers are sure to love as they share the magic of the holidays with loved ones.
Snowman Hat Planter Napco 50565
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Use as a candy dish or for other holiday goodies. Perfect size for a 4-inch poinsettia or as a keepsake item.
The design inspirations shown on these pages were created by Anthony Swick, AIFD, CFD, PFCI, and Jackie Lacey, AIFD, CFD, PFCI.
Dark Brown Drawer Boxes, Set of 3 Napco 50420 Using fresh product in a strong way makes this design showcase elements as well as the wooden box. Add in permanent birch to elevate the design for a large impact.
Bark Texture Vase and Bark Texture Boat Planter Napco 50543/50544 Minimal floral use with deco items allows the container to be a key part of the composition. Focusing on low floral with taller branches helps with visual value and creative interest in a natural textured container.
Holiday Mosaic Candleholder Napco 46088 Adding candles to a vessel design can allow for added appeal and use. Beaded wire around the base of the floral products adds value to a small design.
White Wash Sleigh, Set of 3 Napco 46005 Attach winter foliage with ribbon and use the larger or medium size sleigh as a door hanger. Use the largest-size sleigh in the center of a wreath as a great focal point. The small-size sleigh of this three-piece set makes a great support for lifting a centerpiece off the table. Bind three together to hold various sizes of glass containers.
Christmas Present by Sandra Magsamen Napco 50799
To view the full Napco 2017 Holiday Trends report visit bloomnet.net/products/napco-trends. For information about products go to napcoimports.com.
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Showcase the lid as an added element into the design. Adding spray stems and attaching orchids can help draw attention and shelter items within the design, creating an extra look of fun.
TECHNOLOGY by Renato Cruz Sogueco, BloomNet Vice President of Digital Strategy and Education
BUILDING YOUR DIGITAL BRAND As a floral designer, are you Internet-famous? Do you want to be? Even if you have loads of talent, supreme confidence, and want to make an indelible mark in the floral industry, you won’t register in the real or virtual marketplace unless you leverage digital marketing tools. Here are a few strategies you can consider about how to grow your professional digital brand. CREATE A BLOG
Although your first inclination may be a straight jump to social media, getting Internet-famous is really about building relevance in search. Think about it: what’s the first thing a potential client or employer will do after meeting you? Type your name in search! What will they find?
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page 6 for ideas ❋ See about writing blogs.
The best way to control the first listings in search is publishing a personal website. Why? If you think about it, a website is the only Internet tool where you have complete control of how information about you and your work—blog (text) posts, photos, links, and video—is presented. And it’ll probably come up first, if not second to a LinkedIn profile (more on this later). Before calling your friend’s sister who has a brother-in-law who does websites, let’s talk about a free and potentially better tool. Visit blogger.com and log in with your Gmail account—create one if you don’t have Gmail. You’ll be asked to configure a free blogger domain or purchase a new one, pick a theme for your blog, and write your first post. Believe it, you’ll create a new website within five minutes. We strongly consider you purchase a new domain, which should only cost $12-$20 a year. Since this is a professional blog, use your name as the domain. AIFD? How about www.yournameAIFD.com? Post about your travels, speaking engagements, design philosophy, and/or event work as topics. Post lots of photos and video! What you want to convey is your personal style. ADOPT VIDEO NOW
During our meetings with Google, the media they constantly suggested we use is video. They stated that videos score massive rel-
evance points when embedded in websites. From a presentation perspective, video is certainly a step up from photos, since viewers now can watch and appreciate presentation style, get a good idea of your design skills, and enable you to convey your personality. Every smartphone is an awesome video camera, so start using it to take selfie videos. Purchase a Gorilla Pod stand (joby.com/griptightone-gorillapod) to capture video on the road or when you are alone. Purchase video editing software, such as Adobe Premiere Elements or if on a Mac, use the free iMovie software. Lastly, using the same Gmail used to start your blog, create your own YouTube channel. Upload all videos into this account and share from this account to social. UTILIZE SELECT SOCIAL MEDIA
Our advice is don’t try to do it all. Be strategic in the social you use. Since our industry involves a visual crowd, go with Facebook and Instagram as your main tools. Now here’s the trick to build relevance: Use your blog posts as basis for posts for social. So, if you blogged about an event where you created the floral arrangements, copy the link to your blog post and drop it into Facebook. The idea is to drive links back to the blog, which builds relevance. Same with Instagram: If you posted a gallery of photos on the blog, choose the best one, post to Instagram, and drive a link back to the blog. As for LinkedIn, although it’s not the most exciting social media, our contacts at Google claim it builds relevance fast. Be sure to fill out your profile in full, join and post in relevant groups—be the expert, and connect with others in the industry. FOLLOW THE LEADERS!
I try to practice what I preach, so please check out my own blog and follow all the social links found within—you’ll see this guidance in action at renatosogueco.com. Also take a few moments to Google-search Donald Yim, AIFD, Sandy Schroeck, AIFD, and Jackie Lacey, AIFD … who are each excellent examples of designers who are building their personal digital brand using these best practices.
INTRODUCING THE NEW BLOOMNET.NET
Visit our newly redesigned site at bloomnet.net.
can join their fellow florists in an upcoming course at Floriology Institute, attend FREE webinars, and participate in other informative events. “All of us at BloomNet are passionate about helping retail florists thrive and prosper,” said Lisa Carmichael, BloomNet Vice President, Marketing & New Business Development. “Our new website is filled with creative insights and inspirational ideas to assist florists in maximizing their profit potential. We urge all florists to visit bloomnet.net and check out the wide range of powerful strategies that can bring more customers and higher revenues to their business.”
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With the wants and needs of retail florists in mind, BloomNet has unveiled a fresh new look and exciting new content for its website (bloomnet.net). The completely redesigned website features a streamlined layout for easy navigation and the site has also been optimized for all mobile devices, providing convenient on-thego access for busy florists, as well as through desktop computers. Among the resources now available via bloomnet. net are newly introduced programs, services, products, and educational resources that can be vital to florists in increasing their sales both in-store and online. For instance, visitors to the site can gain comprehensive details about the many benefits of BloomNet’s new and extensive “Floriology Digital Marketing Services” program specifically created to build florists’ local brand and boost their web sales. In addition, bloomnet.net offers helpful and engaging videos highlighting the newest BloomNet products and services, as well as tutorial videos showcasing trend-forward design tips, tricks, and techniques from many of the world’s leading floral design experts. Also featured on the site are the latest product trends from Napco, plus innovative business solutions from BloomNet Technologies, including easy-to-implement tips that can be instrumental to florists in benefiting from leading-edge technological advancements. Florists can also stay connected on bloomnet.net through the site’s interactive blog. The blog is updated with new posts each week, offering a wealth of information, such as tools for enhancing florists’ marketing efforts and an extensive array of business development approaches. Furthermore, the site provides detailed information about numerous other resources that can enhance florists’ sales opportunities and their bottom line, such as BloomNet’s diverse email marketing program and its industry-pacesetting rebate program. And, by clicking on the site’s “Education & Events” link, flower shop owners and floral designers
CREATIVITY by Mike Pucci
THOUGHTFULNESS Showcasing two beautiful new sympathy arrangements from the Floral Design Council
1-800-Flowers.com created the Floral Design Council as a way of celebrating and emphasizing the innovative thinking and artistic talents of floral designers across the nation. The Design Council also provides an opportunity to envision and develop truly original, next-generation floral products today’s consumers are looking for. In addition, many products that are imagined and brought to life during Design Council events are incorporated within the Local Artisan program (1800flowers.com/local-artisans), further highlighting the vision and creativity of designers from coast to coast while also generating opportunities for local florists to increase their sales and revenue. The most recent Floral Design Council was held at the beginning of the spring season at 1-800-Flowers.com’s Long Island headquarters. Waneita Bovan of June’s Floral Company and Fruit Bouquets in Mt. Morris, Michigan, and Donna McTee of Dublin Floral Design in Dublin, California, were among a group of designers who participated in the event. Both of the arrangements featured on these two pages reflect thoughtful ways to express sentiments of sympathy.
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Mt. Morris, Michigan
For more info and to follow the florists featured on these pages, visit facebook.com/Dublin-FloralDesign-236187919781256 and facebook.com/JunesFloral.
for several other new arrangements—ideal for ❋ Look many different occasions—from the Floral Design Council in future issues of floriology.
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Waneita’s gently flowing design was inspired by her experience in creating a sympathy arrangement for the passing of a young child in her community. Waneita met with the child’s mother who was of course devastated by the loss. “I took her hand, asked for her trust, and said let me just create something for you. All I wanted to do was help express her sorrow,” Waneita says. The design shown here includes purple dendrobium orchids, Italian ruscus, eucalyptus, curly willow, and butterfly picks arranged in a pastel lace ceramic planter. “The color is so customizable and the accents can be personalized. Butterflies are used to signify loss,” adds Waneita. For her design, Donna combined an extensive assortment of florals including pink roses, green cymbidium orchids, green dendrobium orchids, pink stargazer lily, pink ginger, heliconia, purple liatris, purple limonium, aspidistra leaf, anthurium leaf, eucalyptus, Italian ruscus, leather leaf, and lavender stock. The design is set in a graceful pedestal vase. “The tropical feel makes it different,” Donna says. “My inspiration was to create a higher-end, colorful sympathy design ... you don’t see a lot of sympathy arrangements with two kinds of orchids mixed together.” She adds that the versatility of the design would also enable it to be a beautiful botanical accent at a wedding.
AWARDS, SHOWS, ADVOCACY
HANGING BRIDAL ARRANGEMENTS
Photos courtesy of tesselaarflowers.com.au, mywedding.com, brides.com, and pinterest.com.
by Alyssa Chekas
What’s more inviting than a beautiful wedding centerpiece? Take a look up at the ceiling. One of the hottest trends in weddings this year is to not just have floral arrangements on the tables, but also have them creatively dangled from above the table, or as window backdrops. These gorgeous hanging floral installations are sure to WOW everyone who enters the room on the bride’s special day! You might want to, for example, drape them around the chandelier, throughout the arms of the fixture, and use floral wire to secure stems to the chandelier without distracting the eye away from the blooms. Here are some tips to consider when creating hanging arrangements: k First, check with the venue to see if there are any restrictions on where you may hang your design. k Keep in mind the weight of the flowers. k Suggest to your customer that they stick with what’s in season for florals. k Estimate in advance the amount of time it will take to install the hanging floral designs.
WEDDING BELLS ACROSS THE POND
Pippa Middleton, the sister of Kate, the Duchess of Cambridge, was married recently in a lush ceremony at St. Mark’s Church in Englefield, Berkshire, England. As you can see from the photos above, the floral displays—said to have cost tens of thousands of pounds—were among the biggest highlights of the bridal festivities.
Flowerama celebrates a half-century of serving customers
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by Brenda Simmons
In 1967, Maurice Frink expanded his greenhouse’s business to include a mobile merchandiser. Indeed, Flowerama began as a “flowers on wheels” business “popping up” each spring as a temporary garden center. In 1970, the company decided to open mall store locations, and eventually chose to franchise their successful store model so budding entrepreneurs could enjoy the same success. Patterned after the “flower cart” method of selling flowers in Europe, each of the now free-standing Flowerama locations are designed to be open and inviting atmospheres that urge customers to experience the joy of flowers, plants, and gifts. Mr. Frink passed away in 2004, and ownership transferred to Chuck Nygren and Dan Rubendall. In August of 2011, Chuck and Dan retired and sold the corporation to 1-800-Flowers.com, making Flowerama part of the largest floral franchise in the world. Franchisees are located in 22 states, where 50 franchise owner/operators and eight company-owned locations proudly serve their communities.
BLOOMNET TAKES TO THE ROAD
OUT AND ABOUT
This past May 22-24, Floriology Institute collaborated with Kennicott Brothers Company Wholesale Florist and the Illinois State Florists’ Association to present the Institute’s Competition & Certification course “on the road” in Alsip, Illinois. Attendees gained valuable expertise, insights, and techniques from course instructor Jackie Lacey, AIFD, CFD, PFCI. Among the focal points of the course were the elements and principles of design, along with an emphasis on what evaluators look for when judging for certification, including AIFD and CFD professional designation. Also in Alsip, on May 25, Kennicott Brothers hosted more than 120 florists for their Summer Design Event presented by Jackie, together with Renato Cruz Sogueco, BloomNet Vice President of Digital Strategy and Education. Jackie shared several of the hottest floral consumer trends, while Renato discussed techniques for taking and capturing excellent photographs and video as the basis to begin marketing those consumer trends electronically to customers. In addition, Renato shared the importance of writing detailed product descriptions using keywords to help optimize online searches. He also demonstrated best practices for posting to Facebook and the proper use of #hashtags, and both Renato and Jackie demonstrated how to conduct a Facebook Live video stream.
In April, Karin’s Florist in Vienna, Virginia, held one of its more memorable monthly floral design workshops/classes. Karin’s General Manager David Shover, AIFD, AAF, CFD, PFCI, first came up with the idea of teaching a class to help educate inquisitive customers about the principles of design and how to care for their own flowers. The April workshop, titled “Fresh From the Garden,” focused on creating flower arrangements at home and using flowers from your own garden. “The class was great,” David says. “I had 25 students all at different levels of design skills. Most of them said this was their very first arrangement they had created. My mission for these classes is to create a fun learning environment that anyone who wants to learn floral design can come and enjoy.” The workshops typically consist of an hour of “formal talk” about a given topic, David says. Each attendee receives a handout “so they don’t have to write the entire time,” he says, followed by a project to work on. The class is divided into design areas for hands-on application of the lessons learned. The workshops are highly informative and fun. They are also unique in the area and the classes are helping to enhance Karin’s Florist as a local destination. “I have people who are coming to all of the classes,” David says. “The customers are really enjoying the classes and there’s a buzz around Vienna that we are doing them.”
Follow Floriology Institute on Facebook: facebook.com/floriologyinstitute.
July/August 2017 | floriology
It was a pawesome event, puppy love in the making, as 1-800-Flowers | Conroy’s Mission Viejo and owner Sonal Kapadia hosted a floral design class, showing people how to create adorable a-DOGable arrangements in the shape of cute canines. Sonal teamed with the local community, along with leaders from the city of Mission Viejo, and the event was a smashing success. Plans are already underway for another design class at the shop in the fall, focusing on holiday wreaths.
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BLOOMNET IN THE COMMUNITY
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Delivering Smiles, Changing Lives Smile Farms, founded by 1-800-Flowers.com Executive Chairman Jim McCann and the McCann family, is a non-profit organization dedicated to providing meaningful work opportunities for people with developmental disabilities at local farms, urban gardens, and greenhouses in the communities where they live. Sharing the same passion as 1-800-Flowers.com, Smile Farms enjoys delivering smiles daily. There are currently three Smile Farms campuses and three more set to open in 2017. The first Smile Farms affiliate—Smile Farms at IGHL (Independent Group Home Living)—is located in Moriches, New York, on the eastern end of Long Island. It employs 30 developmentally disabled farmers and grows annuals, perennials, and herbs, which are purchased by local community members and small businesses. The second Smile Farms affiliate—Smile Farms at CBB (Community Bridge Builders)—is located in Turlock, California, and employs two developmentally disabled farmers and serves more than 100 people with varying disabilities each week through its vocational services. Smile Farms at CBB is working to employ additional disabled farmers and is working with the community to get their clients job-ready to ensure a smooth transition. The third Smile Farms affiliate—Smile Farms at The Viscardi Center—is located in Albertson, New York, and employs 10 people in its transitional program. By pooling resources, forming key partnerships and focusing on one common goal, Smile Farms is rallying neighbors, small businesses, corporations, and local civic organizations to create more jobs, promote locally grown goods, and bring increased attention to a deserving population. “Smile Farms is determined to create an additional 30 jobs in 2017, doubling the number employed last year. This could be a yearly goal!” says Jodi Taggart, Smile Farms’ Senior Director.
more information, go to smilefarms.org. kFor If you would like to donate, visit smilefarms.org/
donate.html. To learn about becoming a Smile Farms Ambassador, visit smilefarms.org/become-a-smilefarms-ambassador.html.
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