Flowers& - March 2016

Page 1

Flowers& MARCH 2016 $5.50


Creative ouc h T for Moms & Proms

Mother’s Day designs with traditional appeal and a stylish twist Pg 26 Prom flowers for the girl who wants gorgeous—and all her own Pg 40

contents MARCH 2016

features 17

32nd Annual Flowers& Design Contest Entering is easier than ever! This year’s theme: “Hues in Harmony.”


Name that Hue Enrich your color vocabulary with a review of evocative color names.


Classic With A Twist

Updated elegance for deserving moms, from traditional to trendy. Floral design by Jim Ganger AIFD Photography by Ron Derhacopian


It Girl Flowers

Inventive, attention-getting ideas for prom night. Floral design by Joyce Mason-Monheim AIFD, AAF, PFCI, AzMF Photography by Ron Derhacopian

2 MARCH 2016

pg 26

on the cover Light green loops of flat cane bring a lively sense of swirling movement to a design rich in color and depth. Sprays of phalaenopsis orchids are beautifully balanced with flyaway foliage and ‘Cool Water’ roses on the other side of the contemporary-classic Arsenal Vase. For more Mother’s Day designs by Jim Ganger AIFD, turn to page 26.


departments Focus 8

on Design

A Selling Tool for Prom Flowers By Rich Salvaggio AIFD, AAF, PFCI


Leaf Art

Galax Rosettes, Updated By Helen Miller AIFD


Inspired By...

The Nautilus By Tom Bowling AIFD, PFCI


Shop Profile

Flower Gallery, Valdosta, Georgia By Anne Bergman

Where 64

to Buy

What’s 65

in Store


Industry Events


Advertiser Links


Wholesale Connection

pg 9

Flowers& Volume 37, Number 3 (ISSN 0199-4751). Published monthly by Teleflora, 11444 W. Olympic Blvd., Los Angeles, CA 90064, 800-321-2665, fax 310-966-3610. Subscription rates: U.S., 1 year, $66.00. Canada, 1 year, $90.00 (US currency only); Canadian GST registration number R127851293. Other foreign countries, 1 year, $102.00 (US currency only). Single issues, $5.50 each prepaid. Periodicals postage paid at Los Angeles, Calif., and at additional mailing offices. Postmaster: Send address changes to Flowers&, PO Box 16029, North Hollywood, CA 91615-9871. Copyright © 2016 by Teleflora. Printed in U.S.A.

4 MARCH 2016


Flowers& Publisher Editor Art Director

Rich Salvaggio AIFD, AAF, PFCI Bruce Wright Tony Fox

National Advertising Director

Peter Lymbertos

U.S. Subscriptions


Foreign Subscriptions




On the Internet

A d v i s o r y B o ar d Teleflora Education Specialists Susan Ayala AIFD, PFCI, Riverside, Calif., Tom Bowling AIFD, PFCI, Syndicate Sales, Fairfield, Ohio, Tim Farrell


Farrell’s Florist, Drexel Hill, Penn., Jim Ganger


Kansas City, Mo., Hitomi Gilliam AIFD, Vancouver, B.C., Canada, Bob Hampton AIFD, AAF, PFCI,

Dallas, Texas, John Hosek AIFD, PFCI, CF, CAFA, Surroundings Events and Floral, Verona,

Wisc., Alex Jackson AIFD, AAF, PFCI, Veldkamp’s Flowers, Lakewood, Colo., Vonda LaFever AIFD, PFCI,

Niceville, Fla., Joyce Mason-Monheim AIFD, AAF, PFCI, AzMF, Designer Destination,

Tucson, Ariz., Helen Miller AIFD, CF, CAFA, Flowers and Such, Adrian, Mich., Darla Pawlak AIFD, PFCI,

Essexville, Mich., Julie Poeltler


Julie’s Fountain of Flowers,

Lone Tree, Iowa, Jerome Raska AIFD, AAF, PFCI, CF, Blumz by JR Designs, Ferndale, Mich.,

Tom Simmons AIFD, CCF, Three Bunch Palms Productions, Palm Springs, Calif., Gerard Toh AIFD, CCF,

Garden Trade Services, Sherman Oaks, Calif., Cindy Tole, Botanica Flowers &

Gifts, Greensboro, N.C., Kevin Ylvisaker AIFD, PFCI, CAFA, Mukwonago, Wisc.

E d i t o r i al C o u n c i l Marie Ackerman AIFD, AAF, PFCI, Teleflora, Oklahoma City, Okla., Carol J. Caggiano AIFD, PFCI, A.

Caggiano, Inc., Jeffersonton, Va., Bert Ford AIFD, PFCI, Ford Flower Co., Salem, N.H.,

Wilton Hardy


JWH Design and Consultant, West Palm Beach, Fla.,

Elizabeth Seiji AIFD, Edelweiss Flower Boutique, Santa Monica, Calif.

Customer service: For service on your magazine subscription, including change of address, please write to Flowers&, P.O. Box 16029, No. Hollywood, CA 91615-9871, enclosing a recent address label. For faster service, call 818-286-3128; Teleflora members call 800-421-2815.


focus on design



1. A useful technique for making a wrist corsage is to begin by wiring and taping components that you can later glue to your foundation. Below, sprigs of seeded eucalyptus and hypericum are wired and taped together with Glitter Leaves and a mini calla, back to back, to create a double-sided corsage component. If you wire and tape only permanent and long-lived materials at this stage, you can complete this step well before the big evening. Note: Atlantic Brand Stemwrap comes in a variety of colors, including glitter colors, to complement your design.

Floral design by Rich Salvaggio AIFD, AAF, PFCI

Photography by Ron Derhacopian

A prom board makes it easy to sell— and upsell—prom designs. The excitement of purchasing prom flowers is enhanced when customers can get involved in the creative process, picking out their favorite colors and accessories along with the flowers. A prom board with product samples, individually priced, makes it easy and is easy to make. The one featured at right is bordered and partitioned with strips from gold and silver Glitter Adhesive Roll, on top of thick black paper attached to a foam-board base. At the bottom are samples of prom corsages made with fresh flowers—but it’s a good idea to set out your prom board well ahead, with corsages made using permanent flowers. b


2. Use a slender glass vase (about the size of a girl’s wrist) as a holder to make it easier to work with any kind of wristlet. Prom wristlets like the one used here, from Milton Adler, come with a clip or clear plastic attachment designed so that the first, premade corsage components can be securely wired onto them. From there, additional flowers and accessories (like the Dogwood Flower Sprays seen here) can be securely and efficiently added using Atlantic Brand Clear Floral Adhesive. Squeeze glue on polyfoil or clear plastic and dip flowers into the glue.


See this



For product information, see Where to Buy, page 64.

how-to on

Click Here

MARCH 2016 9

leaf art


Floral design by Helen Miller AIFD

Galax rosettes work beautifully as an inexpensive anchor for designs that feature line flowers. The scalloped edges of leathery, long-lasting galax leaves make this a particularly charming leaf ornament. Here, as a final touch to the finished design, two blades of lily grass are secured with Bind Wire to one of the snapdragon stems to create a pleasing curve. Using a stapler, as seen in the how-to steps presented on the next page, makes the traditional wire-and-tape technique for creating a galax rosette even faster and easier.


Photography by Ron Derhacopian

• b

Foliage courtesy of Wm. F. Puckett


1. Start with a single, relatively small leaf and staple it into a cone shape. 2. Still using your stapler, add a few more small leaves, going gradually up in size but positioning the new leaves so that the center leaf pushes beyond them. The old way was to pierce the leaves at this stage with florist wire, but staples make the process faster and the result less bulky.


3. Once you have a center of three or four leaves, with the centermost emerging out the top, add a number of larger leaves, holding the stems with one hand and bringing them straight down, turning the bundle as you would in making a hand-tied bouquet so that leaves are staggered and spiraled, forming a rosette.


4. Secure the stem bundle with florist wire of any flexible gauge. Lay the wire so you have a short


section going in the same direction as the stems, hold it down with your thumb and twist the remainder


around the stem bundle. 5. Tape the stem bundle before inserting it into foam. This helps to insert the bundle more easily. b

march 2016 11

inspired by...

One of nature’s oldest creatures has a lot to teach us about elegant design. Nature is of course a primary source of inspiration for floral designers. But in looking to nature, we need not limit ourselves to looking at flowers and plants. As many floral design teachers have pointed out, the same principles of design can be found throughout the natural world. The nautilus is a marine animal that has survived almost unchanged for millions of years. Swimming by means of jet propulsion and finding its way mainly with its sense of smell, it bumps along the slopes of coral reefs, scavenging for food and the occasional mating opportunity (males greatly outnumber females).

MARCH 2016 13


Floral design by Tom Bowling AIFD, PFCI

Photography by Ron Derhacopian

This animal is best known for its remark-

information about what they mean, examples

this month’s design Tom has filled the footed

able skeleton: a coiled, chambered shell

to be found in nature, and their application

glass Harlow Bowl with a medley of round

lined on the inside with iridescent nacre, or

to design. One of the simplest applications

and curving linear materials, from hot pink

pearl. The spiral shape of the shell follows

is the rule of “3, 5, 8”—the first numbers in

gerberas and ‘Ballet’ roses to Midori and pur-

a mathematical pattern similar to that of the

what is known as the Fibonacci series, and a

ple tulip anthuriums, their stems and spathes

“golden spiral”—which in turn is an example

useful guide to pleasing proportions.

cutting a wide outside arc. In the center, coils

of the “golden ratio,” a principle of propor-

The spiraled nautilus also embodies the

of bundled blue midollino are wrapped in

tion revered by artists, designers and phi-

fundamental appeal of swirling lines that

metallic wire. Rolled spheres of bright blue

losophers since ancient times. Search these

convey at once a sense both of motion and

bullion reinforce the blue color that recalls

terms online, and you will find a wealth of

of equilibrium. Inspired by the nautilus, for

the nautilus’s oceanic home. b



For product information, see Where to Buy, page 64.



18 january 2012

ho To co w to find the ntes ente out pa t, tu r the ge rn !

It happens all the time: you get a call requesting a floral design for Aunt April, or Cousin Otis—any style, but it has to include the recipient’s favorite color or colors. The nice thing about filling the assignment this time around is: you get to choose the palette. Whatever colors you choose, the selection must reflect a skillful use of color harmony. Tell us about your choices when you submit your entry! *Please note: Your design must feature fresh flowers primarily. The cost that you as a retail professional would pay for all materials in the design should be less than US $50. Please keep a list of the materials used in your design. We will ask for the list in the event your design is selected as a finalist.


3 simple





using color harmony


design a flower arrangement



to enter the


Design Contest


+ trophy

TOP PRIZE $1,000 2nd & 3rd place trophies also awarded

take a picture

of your design on a plain background

email the photo

of your design to us at


we will email you to let you know we’ve received your entry

deadline for entries 03/31/16 judged 05/30/16


CREATE A FLORAL DESIGN USING YOUR FAVORITE COLOR HARMONY See the previous page for guidelines on materials. Make the design small enough to see detail in the photo—at most, 3 feet by 3 feet. Have fun!

TAKE A HIGHRESOLUTION DIGITAL PHOTO Shoot it on a nondistracting background using highest-resolution camera settings.

EMAIL US THE PHOTO Include your name and phone number. Your entry must be sent from the email address associated with your Flowers& subscription. Need to give us that address, or purchase a subscription (as low as $19.95)? It’s easy! Write, call, or hit the subscribe link at: www. Email address for entries and for all inquiries: contest@ Deadline for entries: March 31, 2016. WE WILL EMAIL YOU ONCE WE RECEIVE YOUR ENTRY A panel of expert judges selects 10 finalists, notified by May 30. The finalist entries are featured in the August 2016 issue. Flowers& readers vote to pick the top 3 winners!

A rich, evocative color vocabulary is a powerful sales tool that can motivate customers and enhance your own

Name That

authority as an expert. The names for colors are practically endless. Many overlap, however, and some can cause confusion. Often, the same color name means different things to different people. Be careful to describe colors as accurately as possible, and to avoid using terms your customer may not know at all. Women tend to have a stronger color vocabulary than men.

* blush * lilac * coral

21 january 2012 20

* azure

Name That Hue Reds & pinks

Oranges & peaches



(dark purplish to blackish red)

(a bit brownish)


burnt orange

(dark red, purplish or brownish)

(brownish orange)

oxblood (dark brownish red) carmine


(deep red)

(reddish orange)



(bright red)

(orange tinged with pink)



(varies from purplish red to hot fuchsia)

(strong orange to pinkish orange)



(vivid purplish red)

(light yellowish orange)

cerise or cherry red (bright red, on the blue side)

scarlet (very bright red, slightly orange)

vermilion (bright red or scarlet)

Chinese red (orange red)

rose (pinkish red or reddish pink)

carnation (pink or reddish pink)

bubblegum (bright pink)

blush (pale pink) 22

(reddish to vivid orange)


PROMENADE wristlets



lemon, maize (strong yellows)

canary (light to moderate yellow)

citron (greenish yellow)


stem Wrap

(yellow tinged with orange)

goldenrod, ochre, mustard (all brownish yellows)

straw (pale yellow)

pins & picks


ÂŽ Contact your wholesaler or for more information march 2016 23

Name That Hue Blues




ecru, fawn

(vibrant light blue)

(a moderate, transparent purple)

(very light browns)




(medium to light blue)

(bright rich purple)

(light yellowish brown)

azure, cerulean


dun, beige, tan

(sky blue)

(pale purple)

(light to medium, grayish browns)

powder blue


buff, caramel

(pale blue tinged with gray)

(bluish, medium purple)

(medium to dark tan)


lilac, wisteria


(vivid dark blue)

(pale violet)

(like tanned leather)




(very deep blue)

turquoise (blue tinged with green)

peacock (bright blue tinged with green)

aqua or aquamarine (greenish blue)

ultramarine (vivid blue to purple-blue) royal blue (strong blue tinged with purple)

periwinkle (light purplish blue)

indigo (deep blue-violet) 24


(moderate, delicate purple)

(bright reddish-brown)

grape (medium, sometimes brownish purple)

plum (deep purple)

eggplant, aubergine (deep brownish purples)

raisin (dark brown-purple)

puce (medium, grayish re violet)

terra cotta (reddish or orange brown)

rust, russet, burnt sienna (reddish brown)

sienna (yellowish brown)

chocolate, coffee (medium to dark brown)

cafĂŠ au lait (coffee with cream)

taupe (dark grayish brown or brownish gray)

Greens basil (light, bright green)

kelly green (bright green)

forest (deep medium green)

chartreuse (a light, brilliant yellow green)

apple green (Granny Smith)

olive (dull yellow-green)

wasabi (a slightly brownish yellow-green)

avocado (dark yellow-green)

artichoke (grayish green)

khaki (yellow brown to olive drab)

celadon (light green that may be tinged with gray or blue)

teal (deep blue-green)

jade (light green, from bluish to yellowish) march 2016 25

26 27 january 2012

Classic wist T with a

Updated elegance for deserving moms, from traditional to trendy. Photography by Ron Derhacopian

For product information,

see Where to Buy, page 64.


Floral design by Jim Ganger AIFD

FRILLS AND THRILLS Camellia leaves bring a deep glossy green and a sense of garden style to a collection of pink, white, and ruby-red flowers skillfully arranged to convey both mass and depth. Fluffy stock, frilly nerines, and ‘Stargazer’ lily buds float above the central massed bank of hydrangea, lilies, and red roses, all gracefully elevated by the pedestal and ornate foot of the Laville Vase.

28 january 2012

march 2016 27

Spring fever!

ZEN GARDEN White ‘Casablanca’ iris, equisetum and curly willow emanate serenity in an ikebana-influenced design. Green flat cane is the simple, visible mechanic (the definition of a hana kubari) that supports all of the stem placements. Jim pulled a couple pieces of cane from the coil and wrapped them around his hand to reinforce the coiled shape, then inserted them into the vase, where the tension holds them upright against the side of the Oxy Vase. The cane, being a dyed product, may stain the water pale green—a not unpleasing effect. Jim has also placed light green glass rocks inside the vase. The roses and hypericum anchor the design, while galax leaves—like lily pads—add to the impression of a quiet pond. BURSTING WITH LOVE The Arsenal Bowl has a clean, classic shape, nicely complemented here by loops of green flat cane. The cane loops bring a lively sense of swirling movement to the design, while the sprays of phalaenopsis orchids on one side, aspidistra leaves and nandina foliage on the other, contribute radiant energy. These flyaway materials stand in contrast to the solid mass of flowers at the center; waxflower and ‘Cool Water’ roses provide transition.

29 january 2012 00 28

Classic Twist with a

30 january 2012

FEBRUART 2015 29 00 march 2016

MOTHER AND CHILD A pair of similar designs in two different sizes has immediate charm; it also offers customers a choice of price points, or the option of purchasing both. Here, a distinctive look results from a daring combination: long-lived protea and pink hypericum make a surprisingly good match for flame-colored freesia, which will continue to open, adding interest and color day by day. The woodsy texture of the Birch Planters plays a key role in unifying the composition.

EVER YOUNG Bright green reindeer moss, pressing against the latticed sides of the Terrace Urn, suggests a mature but welltended garden, timeworn yet beautifully fresh. Foam inside the moss supports a medley of flowers including striped dendrobium orchids, anemones, ‘Cool Water’ roses, a lily bloom, nandina foliage, and small-leaved ivy along with large hedera leaves. 31 2012 00 38 34 january 30

Classic Twist with a

FEBRUART march 2015 2016 00 31

Classic Twist with a

33 2012 00 january 32

ABUNDANCE OVERFLOWS The clean yet subtly textured surface of the Mason Planter begs for cascading veils that leave it partly exposed, providing contrast: here, hanging amaranthus on one side, trailing ivy on the other, a shapely hydrangea leaf in between. ‘Lydia’ pink spray roses and lisianthus buds add romantic interest to the top surface of the bouquet, a mass of hydrangea, standard roses, and hot pink gerberas.

march 2016 33

FILLED TO THE BRIM A soothing horizontal line and an intriguing focal area with twin king proteas mark this design, along with, on one side, a sheltering arc of aspidistra leaves with bright, light green carnations peeking out from underneath. Pink ‘Ballet’ and raspberry-colored ‘Roseberry’ roses reinforce the subtler versions of the same hue in the proteas and at the tips of the nandina leaves, while hanging amaranthus completes the palette with a deeper, darker red. The Aura Planter establishes a solid, textured base.

35 2012 38 00 34 january

Classic Twist with a

march FEBRUART march 2015 2016 39 00 35

Classic Twist with a

37 2012 40 january 36

LONG LEGS At left, the smooth, graceful stems of white French tulips make a beautiful complement to the organic texture at the rim of the Maritime Vase. They are seen to advantage, radiating randomly from a central point in the design. Moonaqua carnations and mini green hydrangeas fill the space in between with bright color.

LEAVES OF GRASS Above, loops and sprays of bear grass add interest and volume to a pair of modest designs. Jim inserted the cut ends of extra-long bear grass bundles into the side of the foam at an angle, then wrapped the grass loosely all the way around the foam to make a loop on top and an arching spray on the side. From there he added short-stemmed

flowers including veined, textured white anthuriums to complement the fluting on the Tweed Vases. RUSTIC CHARM Below, twin pots are filled with garden flowers, including pink tulips, mini green hydrangea, wax flowers, and hedera leaves, while loops of midollino bring in a bright dynamic line.

march 2016 37

Classic Twist with a

39 january 2012 38

OPPOSITES UNITE Bright ‘Aalsmeer Gold’ roses at the heart of this bouquet form a color complement to the purple stock and lisianthus, all arranged in segmented groupings. The contrasting, complementary hues are mediated with white hydrangea, which was inserted first into the vase. “Don’t strip all the upper leaves on hydrangea!” warns Jim. “They’re beautiful, last well, and are Nature’s perfect complement to the flower.” Scabiosa pods harmonize the colors of the flowers with the simple, humble Reclaimed Wood Vase.

WELL SUPPORTED Branching stems of hydrangea, camellia, and variegated pittosporum support the placement of softer, straight stems and make an attractive display in the footed, clear glass Ayre vase. Roses, gerberas, lisianthus, tulips, and scabiosa pods all join in the medley. b

40 january 2012

march 2016 39

41 january 2012 40

itgirl flowers

Inventive, attention-getting ideas for prom night. COLOR ME TURQUOISE Small succulents are sprayed with Design Master Turquoise and paired with sunny yellow flowers and silver accents for a look that’s cheerful, feminine, and chic. The bracelet is built on a Fitz Design pair of pearl bracelets with a square, flexible, clear plastic Design Disk attached. Joyce wrapped the disk and the bracelets with clear anchor tape, which secures and stabilizes the disk and also provides a superior gluing surface for floral and other decorative materials, glued on with floral adhesive. These include fluffy, muted, White Mist sprengeri, a succulent (plus extra succulent petals), yellow spray roses, craspedia, and two yellow callas, one with a stem of silver Lacey Leaves bound to the calla stem with a light wrapping of bullion. Clusters of pistils from a yellow pincushion protea are glued into place, their color popping against the turquoise succulents—a playful enhancement.

Floral design by Joyce Mason-Monheim AIFD, AAF, PFCI, AzMF

Photography by Ron

Derhacopian Models: Haley Powell, Jazzlyn Marae, Wrenn Model Management Hair and makeup: Marybeth Bagonghasa

For product information,


Prom dresses by Madison James,

see Where to Buy, page 64.

march 2016 41

itgirl flowers The dress clips at left are made with Personality Clips, clear plastic Design Disks with coils of white ribbon on one side (perfect as a surface for gluing flowers) and clips on the other. The clips can be attached to almost anything – hair, shoes, a purse or dress strap. If the customer desires she can remove a clip and re-clip it somewhere else. A coordinating ring is a popular option, and easy to construct with the Sterling Ring. This accessory comes with a Design Disk attached to the ring with strong, thin white ribbon and a pad on top for gluing. A brooch nestled among the flowers, like the stone on a ring, anchors the design.

43 january 2012 42

march 2016 43

45 january 2012 44

itgirl flowers UPDATED STEAM PUNK Gears, keys, and clocks are among the key motifs in the latest, more refined version of the still-popular “steam punk” look—a fashion trend that takes its cues from the dawn of the Industrial Age. Lightweight, inexpensive accessories for this look are abundantly available at craft stores. Joyce’s bracelet, however, is based on a Fitz Plus watch that comes on its own bracelet of crystal beads. She began by covering the back of the watch with UGlu so it could be removed later on without damaging the watch; then she used a combination of UGlu and floral adhesive to add floral and other decorative materials, including Frosted (silvered) salal leaves and seeded eucalyptus, a brooch, accessories shaped like gears, and lengths of Oasis Chain in silver. Floral materials also include a Majolika spray rose, nerine blossoms, and green hypericum berries. To incorporate accessories that dangle from the surface of a hand-tied bouquet, Joyce attached them to lengths of pink aluminum wire, just by twisting the end of the wire around the accessory. Then the lengths of wire can be added into the bouquet like stems. She wrapped the stem bundle, including the wire stems, at the top with anchor tape, added a collar of Frosted salal leaves, and finished it off with ribbon.

march 2016 45

BEADED BEAUTY An armature of aluminum wire in a rose or lilac color, decorated with amber pony beads (inexpensive plastic beads), provides the foundation for a matching halo and bracelet, decked in phalaenopsis orchids, Moonaqua carnation petals, and hyacinth florets, all in delicate lavender. To see how-to photos for the armature, turn to page 56. Among the flowers and petals in the finished design, Moonaqua carnation petals not only add frilly texture but also help the hyacinth florets stand upright. Construction of the bracelet is similar to the halo, with only two or three and shorter lengths of wire.

47 january 2012 46

itgirl flowers

48 january 2012

march 2016 47

itgirl flowers

49 january 2012 48

STRAP ME IN Strapless dresses are popular—and open up the creative option of adding a purely decorative strap as a separate accessory. This strap is made on a base of No. 9 hot pink grosgrain ribbon. Joyce slipped jeweled buckles into place on the ribbon where she wanted them, then glued another length of the same ribbon to the back of the first ribbon. With floral adhesive, she added pink hydrangea petals, squares of lamb’s ear foliage, and wax flower florets. She used a similar technique for the matching bracelet, except that the ribbon is glued to a flexible foundation made with aluminum wire (for a howto shot, see page 56).

50 january 2012

march 2016 49

51 january 2012 50

SOFT AND BRIGHT Accents of bright orange pop against a palette of soft peach and lavender, silver and pearls. To make the bracelet, Joyce began with the Open Your Heart bracelet—really a pair of pearl-and-heart bracelets that come with a plastic Design Disk for adding flowers. She glued in materials including Spooky Leaves and chardonnay ribbon. She sprayed a Pearl Bubbles spray lightly with Design Master Just for Flowers Oceana Peach to harmonize the color, then glued orange hypericum berries to it. Fresh flowers include kalanchoe blossoms, lavender freesia and hyacinth florets, and blush spray roses. To decorate the hair, Joyce used two Personality Clips side by side, perfect for making a flowered semicircle around Haley’s topknot.

itgirl flowers 52 january 2012

march 2016 51

53 january 2012 52

itgirl flowers ZIP IT UP In line with this year’s zipperdriven fashions, Joyce created a necklace, bracelet, and boutonniere (see the next two pages as well) using zippers (available at fabric or notions stores) as a foundation. For how-to shots relating to the necklace, see page 56. The open ends of the zipper are joined with Velcro tabs. The fabric along the sides is decorated with sections cut from anthurium spathes, Million Star gypsophila florets, the furry dark tips of Pink Mink protea petals, and green hypericum berries. As with her other prom designs, Joyce sprayed the finished product with a sealant and antitranspirant spray.

54 january 2012


itgirl flowers

To make a zipper bracelet, Joyce cut the top, open ends of the zipper shorter—but long enough so they would still overlap with the bottom, zipper-pull end when wrapped around Jazzlyn’s wrist. She glued Velcro fasteners both to the open ends and also to the zipper-pull end, so the bracelet would be easy to put on and take off. She left the middle part of the zipper slightly open and glued a backing of coated black paper (taken from Fitz Design product packaging) behind it. Finally, she glued on her flowers—the same as on the necklace, plus two white spray roses.

55 january 2012 54

it boy boutonnieres

y it Bo boutonnieres ... to coordinate with the designs on the previous pages. Some of these can be attached with UGlu directly to the boy’s jacket. Others work better with magnets or pins.

UPDATED STEAM PUNK The Florentine Sterling Plate fits the style and serves as a boutonniere back for gluing flowers and accessories.


STRAP ME IN The construction

The construction technique is

technique is like for the strap,

like for the halo and bracelet,

except that Joyce has inserted a

with just two beaded wire

rectangle of coated paper

leaves. Again a wrapping

between the two lengths of

of anchor tape provides

ribbon to stiffen the boutonniere.

a gluing surface.

ZIP IT UP Joyce used the cut-off zipper ends, left over from making the bracelet. She rolled and glued the zipper ends together, then added flowers by gluing them on in a fashion similar to the necklace.

SOFT AND BRIGHT Joyce wrapped a hyacinth stem together with the stem of the Pearl Bubbles spray, first with floral tape, then with ribbon and bullion. The remaining elements (kalanchoe florets and hypericum) are glued into the spray. march 2016 55

how-to’s for it Girl flowers BEADED BEAUTY, pages 46-47 To make the halo armature, cut several sections of wire to different lengths (Joyce used seven sections, the longest about 20 inches). Using your needle-nose pliers, make a little curlicue at one end of each length of wire. Slide 12 pony beads onto the wire—six for each side of the first “leaf” or petal. Bend the wire into the desired leaf shape, with the curlicue at the end touching the wire so the beads are held in place on both sides. Add more beads for the second leaf, make a curlicue in the other end of the wire, and again shape the leaf, curling it in the opposite direction. Finally, wrap the whole double-leaf stem with gold bullion: wrap one leaf, then wind the bullion quickly along the stem and wrap the other leaf. The wrapping of bullion around the leaves serves to support faceted gems, which are attached with UGlu directly to the web of bullion wire. When you have created several double-leaf stems in graduated lengths, combine the stems with wrappings of bullion and anchor tape. The anchor tape not only secures the armature but also provides a gluing surface for adding flowers. STRAP ME IN bracelet, page 48 The foundation for the bracelet is an easy, do-ahead armature

ZIP IT UP, page 52 To turn a zipper (available at fabric or notions stores) into a necklace, add

made with pink aluminum wire. Start by making a

Velcro tabs to the open ends, opposite the bottom

rectangle shape with the wire. Then make curlicues

stop. The tabs function like a clasp, making it easy

by wrapping more wire around your finger. Wrap

to attach the ends and put the necklace on or take

the coiled wire around the rectangle and secure the

it off. One option for decorating the fabric along the

armature with bullion wire. The top of the bracelet,

sides of the zipper is to cut the outer edges off the

incorporating a jeweled buckle on No. 9 ribbon, is

spathes of white anthuriums and glue them onto

made the same way as the strap on pages 48-49.

the fabric with floral adhesive. Since the cut edge of anthuriums—especially white ones—can turn brown, it’s important to cover this edge with other glued-on flowers.


shop profile

By Anne Bergman

Photography by Gandy Photographers

Business savvy meets Southern flair at The Flower Gallery.


hen Susan Mullis purchased The Flower Gallery in Valdosta, Georgia, she made a big commitment: she bought the building along with the shop (“the whole she-bang,” she says). This despite having no background in floristry or floral design—though she did come to the enterprise with acumen she’d picked up while running a previous business. Today, Susan could write a textbook on how to run a successful flower shop. For the past 16 years, she’s come up with retail strategies and cost savings to help her business flourish—some fairly standard for the industry, others particular to her own situation. First things first, she knew she would need to make the shop more efficient. “I installed a larger cooler, as the previous one could only fit ‘one butt at a time,’ ” she says with a laugh. “We also put a show cooler in front, added shelving and a storage room. “Next, we doubled the plant section’s volume and area, as we could see an increase in plant sales.” Susan also built a private consultation room for clients planning arrangements for weddings, parties and memorials. All of this investment paid off promptly, as the shop saw growth within the first three months—“and it has just kept growing," Susan says. DOWNTOWN DÉCOR Valdosta, which is a mere 15 miles from the Florida border, is home to both Valdosta State University and Moody Air Force Base. Located in the heart of Valdosta’s historical downtown, The Flower Gallery sits within 26 blocks of thriving restaurants, boutiques and art galleries. This is a prime area for foot traffic, so Su-

The Flower Gallery Valdosta, Georgia Owner: Susan Mullis Staff: 6 full-time, 4 part-time Space: 4500 square feet (retail and storage), 7000 total (includes apartments)


A garden area in front of The Flower Gallery is re-planted twice a year: once for the spring and summer season, and again for fall and winter. A bicycle with a flower-filled basket catches the eye and extends an invitation to drop in.

march 2016 59

san invests plenty of time in updating the store’s window displays. “Every month our shop looks different,” she says. The two-story, circa 1840s edifice is a former feed store that was already completely renovated before Susan purchased it. When she expanded the plants section, her father did most of the carpentry work and painting. “He found some 100-year-old doors and he cut them to use as display shelves. They add to the charm of this older building,” she says. “The ceiling is from the 1840s and it’s been wonderfully restored.” The shop’s style is high-end with “a touch of Southern flair,” according to Susan. She added three faux fireplaces, a buffet, and dining tables to showcase different design possibilities for her customers to try in their own homes. “We also sell permanent botanicals that are upscale but affordable,” she notes. While Susan’s personal favorite flower is the peony and she likes to work with roses, one of The Flower Gallery’s specialties is permanent grapevine wreaths that people buy for their homes to display on their doors. EARNING AND SAVING The shop’s first level provides 3500 square feet of retail space, while the upper floor comprises storage space along with loft apartments. “The apartments are really cool and trendy,” Susan says, and the rent she collects helps to boost her bottom line. She is also ever alert to boosting the shop’s energy efficiency. “We bought a new ‘little box’ minivan for deliveries that saved me a lot of money on gas—$250 a month—compared to our old van,” says Susan, adding, “and we run air conditioning in it 24/7!” Susan replaced the shop’s track lighting with energy-efficient light bulbs and estimates that she saves $5000 a year between her reduced energy bill and the cost of the bulbs themselves.

Support from her team, which includes six fulltime and four part-time employees, is a key factor in her success, says Flower Gallery owner Susan Mullis (seated, at right, holding the shop mascot, Nikki Newman—named after a favorite character on The Young and the Restless).


REACHING OUT In addition to advertising in newspapers and magazines, Susan takes to Facebook as a low-cost way to get the word out about her business. “We’ll post a picture on Facebook and every time we do, the phone starts ringing,” she says. “They might not order that particular arrangement, but they’ll call to order something. It really works.” Her social media team shares upcoming sales at the shop as well as news items, such as The Flower Gallery’s participation in Teleflora’s national Make Someone Smile campaign. This past July marked Susan’s seventh year delivering flower arrangements to local senior care facilities. “There are a lot of nursing homes in our area, so we rotate which ones we visit,” says Susan, who is the current president of her state’s Teleflora unit. “This year we delivered 165 Make Someone Smile mugs to seniors.” Teleflora furnishes the mugs, with Susan organizing the donation of the flowers and supplies and donating her staff’s time for preparing the bouquets and delivering them. The effort garners a significant amount of free publicity. This year, Susan and The Flower Gallery were highlighted on the front page of the local paper as well as two local TV news features. But for Susan it’s truly about giving back. “Some of these people don’t ever get anything, so it’s nice to see them so happy to receive some flowers. We shouldn’t forget these folks,” she says. A native of small-town Waycross, also in southern Georgia, Susan places an emphasis on playing an integral role in her community. In addition to joining her local Baptist church, the Rotary Club and Chamber of Commerce, she participates in Leadership Lowndes (for Lowndes County), a countywide leadership development program that focuses on finding resources for community service projects in her area. Susan encourages her fellow flower shop owners to make themselves available to the charitable organizations in their areas. “Giving back helps your town, but it also helps your business for people in When Susan brought The Flower Gallery, the 150-year-old building, a former feed store, had been recently renovated, but the interior required a complete redesign. One of Susan's priorities was to install a floral display cooler along with three faux fireplaces and other homelike touches.

62 july 2010

march 2016 61

your community to be aware that you are giving back. Plus, it’s very gratifying for me to know that I’m helping.” THE EXTRA MILE While Susan already possessed business savvy, she still had a learning curve when it came to running a flower shop. But she has mastered the art and profession of retail floristry well enough to earn “Best Florist” readers’ choice awards from The Valdosta Daily Times for the past 11 years and “Best Customer Service” for three. Customer service remains high on Susan’s priority list, with a strong adherence to the maxim: “The customer is always right.” But Susan and her team also extend themselves to meet a customer’s need. “We go out of our way to find a flower that a customer wants,” she says. “I’ll call around the world to see if I can get it for them. We’ve flown flowers in from Europe if they weren’t in season here, or if I couldn’t find it anywhere else in the U.S. We literally go the extra mile!” As for the shop’s flowers, Susan says: “We buy for quality; we don’t send out anything that is damaged or bruised. The most important thing is, we take good care of our flowers and re-cut them as needed. People say our flowers last two or three weeks. We are proud of that, as it’s the way we handle and take care of them that makes a difference.” BEST PRACTICES Susan also carefully plans her flower orders, figuring out in advance what she needs for the week’s designs. “We’ll make a sample design and count up the flowers, and that helps to keep costs in check as we are not ordering too abundantly, or underordering,” she says. In many other ways The Flower Gallery profits simply by putting into practice shop-management strategies that could be considered standard in the industry, but are nonetheless far from universal. For example, the shop has an effective system in place for tracking the flowers once they arrive from her wholesalers. “We tag each order with the date and the retail price and we put the tag on that flower’s bucket in the cooler,” says Susan. Customers who walk in to buy random flowers can see the price clearly marked.


Workers can too, so that when they are filling an order, they can easily itemize the costs and know how to keep the order within the desired price range (taking into account, of course, the cost of their labor as well). Susan says she’s picked up the idea of implementing these useful systems from the Teleflora programs she attends. “We go to a lot of the programs, to the state floral association and conventions,” she says. “We learn so much, but it’s also important to apply what we’ve learned, because it does work.” GO TEAM! The Flower Gallery goes all out for Christmas, hosting a big open house for which Susan and her staff “totally transform” the store. Susan has also cultivated a base of clients who hire her team to decorate their homes, offices and trees every year. Susan employs six full-time and four parttime employees. Her driver Micha Starr has been with her the entire 16 years since she bought the shop. Other employees have also served long-term, including head designer Arlene Crosby, seen at right. “I take a lot of care when I hire,” she says. “I value my team a whole lot. They are my sisters. This is a team effort. “I take great pride in what I do,” Susan adds. “But I would not be able to do it by myself. If I didn’t have a good team around me, all of this would not have happened.” And maybe that’s the first thing a budding flowershop owner needs to learn. b

"Upscale yet affordable" designs with permanent botanicals are on offer from The Flower Gallery and help to make the bountiful showroom displays gracious and appealing. But fresh flowers remain the focus: at center near right, head designer Arlene Crosby creates a huge floral pineapple (a traditional symbol of Southern hospitality) with sunflowers and palms. Noticing that plant sales were on the increase, Susan enlarged the area where they are displayed (opposite page, lower right) with help from her father, who utilized some hundred-yearold doors to create a beautiful backdrop.

march 2016 63

Florist’s Best Friend--

Floral Delivery Trays

where to buy


For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, Use the links under “Advertisers in This Issue” or the link to our searchable, online Buyers’ Guide at the top of the Flowers& home page.

BEADED BEAUTY, pages 46-47

Aluminum wire in Rose, Smithers-Oasis. Moonaqua carnations, Florigene.

ON THE COVER Floral Delivery Tray or Floral Carrier!

One carrier holds an average of 20 to 30 arrangements. • Light-weight, high-impact plastic. Size 48” x 48”. 33 lbs. Pins included. • Carrier is adjustable to any size (removing or adding blocks as needed). • Large, flat surface, available by moving pins to storage at sides. • No special places; load in the order you wish to deliver. • No tip-overs or broken ends---saves load and unload time.


3710 Sipes Ave, Sanford, FL 32773

1-800-638-3378 • Fax 407-322-6668 outside U.S.A. 407-321-4310


30 Day Mfg. Satisfaction Guarantee!

Arsenal Bowl, Accent Décor.

FOCUS ON DESIGN, pages 8-9

Wristlets, bracelets, Laser Leaves, floral tape including glittered tape, the Crown Jewels collection of vintage jeweled pins, Atlantic Brand Clear Floral Adhesive, and other supplies, Milton Adler.



Pearlized Nautilus Shells and Harlow Glass Bowl, Accent Décor.

Rectangular Dazzle Bucklezz, Fitz Design.



All containers in this feature, Accent Décor.

Open Your Heart bracelet, Spooky Leaves, Pearl Bubbles, and Personality Clips, Fitz Design. Just for Flowers Oceana Peach, Design Master.

pages 48-49

pages 13-14

pages 26-39

IT GIRL FLOWERS, pages 40-56

pg 49

pages 50-51

Featured Suppliers Accent Décor, Inc. Call 800-385-5114 or visit


pg 40

pages 40-43

BIG IDEAS every single month, along with flower news & business advice

A digital subscription is only $19.95 for a full year.

Visit: & click on the “subscribe” tab. DECEMBER 2015 29


Breezy Bracelet, Lacey Leaves, Personality Clips, Sterling Ring, and Pearl Blossom Brooch, Fitz Design. White Mist sprengeri, Wm. F. Puckett.


Frosted salal leaves and seeded eucalyptus, Wm. F. Puckett. Oasis Chain, Smithers-Oasis. Fitz Plus Your Time Watch with Bracelet, Pearl Blossom brooch, and Florentine Sterling Plate boutonniere back, Fitz Design.

Design Master Color Tool. Call 800-525-2644 or visit Fitz Design. Call 800-500-2120 or visit Florigene Flowers. Visit Milton Adler Company. Call 800-651-0113 or visit Smithers-Oasis. Call 800-321-8286 or visit Wm. F. Puckett. Call 800-426-3376 or visit

what’s in store

SALES WILL HUM A hummingbird hovers gracefully above an open flower, both portrayed in low relief on the surface of an elegant, handglazed ceramic vase. It’s the vase that holds Teleflora’s Love and Joy Bouquet—nationally advertised for Mother’s Day 2016. Call 800-333-0205 or visit

FLOATING ON AIR What’s dainty and happy and goes beautifully with flowers? Butterflies, that’s what, in delicate watercolor tints, printed on Mother’s Day balloons from Burton + Burton. The balloons are available in round and heart shapes, from four up to 17 inches. Call 800-241-2094 or visit

RIBBONS AND BOWS Criss-crossed narrow ribbons on Milton Adler’s corset-style corsage wristlet add a couture touch—and also make sure the wristlet can fit snugly and securely on any girl’s wrist. Lace-edged, with reinforced grommets, the wristlets come in a range of colors; their design makes adding flowers easier than ever. Visit

BRIGHT BLOOMS Flared Sweet Treat gift boxes from BoxCo come in a variety of colorful designs including this new one for 2016, coordinated with square basket boxes, window totes, and giftwrap for an eye-catching presentation. Call 800-654-2932 or visit

march 2016 65

industry events For the most recent additions to Teleflora Unit Programs, go to and click on Design Education to access the Floral Event Calendar in the Unit Program section.

emporium DECEMBER 5-6, Atlanta, GA FloraMart® (Pete Garcia Company) market dates for fall/Christmas 2017 merchandise, FloraMart. Visit

Central Region March 3-6, Grand Rapids, MI

National and International MARCH 9-11, LOS ANGELES, CA World Floral Expo, Los Angeles Convention Center, West Hall A. Visit

March 14-15, Arlington, VA SAF Congressional Action Days, Ritz Carlton Pentagon City. Call the Society of American Florists at 800-336-4743 or visit

June 6-July 1, Atlanta, GA FloraMart® (Pete Garcia Company) market dates for spring/summer 2017 merchandise (closed on Father’s Day, June 19), FloraMart. Visit

JUNE 20-22, Chicago, IL International Floriculture Expo, McCormick Place. Visit

July 3-7, Orange County, CA AIFD National Symposium: “Inspiration,” Anaheim Marriott. Call the American Institute of Floral Designers at 410-752-3318 or visit

Great Lakes Floral Expo, Amway Grand Plaza Hotel and DeVos Place Convention Center. Call 517-575-0110 or visit

March 11-13, Pierre, SD South Dakota Florists Association Convention, Ramkota Hotel & Suites. Visit

April 1-3, Green Bay, WI Wisconsin & Upper Michigan Florists’ Association Convention, Radisson Hotel & Conference Center. Call 517-253-7730 or visit


EMPLOYMENT Florasearch, Inc.

In our third decade of performing confidential key employee searches for the floriculture industry and allied trades worldwide. Retained basis only. Candi­date contact welcome, confidential, and always free. 1740 Lake Markham Rd., Sanford, FL 32771 Phone: (407) 320-8177 / Fax: (407) 320-8083 E-mail: Website:

Opportunity Available

Flower Shop Manager Dallas TX

For more information visit jobs/318865-29583.html

e q u i pment Refrigerators For Flowers

March 4-6, SPRINGFIELD, MA Northeast Floral Expo (“Floresscence: Brighter Days through Educated Ways”), featuring Phil Rulloda. Visit

Combo walkins, storage, reach-ins 800-729-5964

SOUTHEAST Region March 4-6, LOUISVILLE, KY AIFD Southern Conference, Galt House Hotel. Visit

July 11-22, Atlanta, GA FloraMart® (Pete Garcia Company) market dates for spring/summer 2017 merchandise, FloraMart. Visit

The #1 Selling

Flower Stem Cleaning Machine Established 1962

September 21-24, Maui, HI


SAF Annual Convention, Ritz-Carlton Kapalua. Call the Society of American Florists at 800-336-4743 or visit

OCTOBER 5-8, QUITO, ECUADOR Agriflor 2016, Centro de Exposiciones. Visit

OCTOBER 19-21, MIAMI, FL Wholesale Florist & Florist Supplier Association Floral Distribution Conference, Doubletree Hotel Miami Airport Conference Center. Call WF&FSA at 888-289-3372 or visit

November 2-4, aalsmeer, the netherlands FloraHolland Trade Fair Aalsmeer, FloraHolland. Visit

November 2-4, VIJFHUIZEN, the netherlands International Floriculture & Horticulture Trade Fair (IFTF), Expo Haarlemmermeer. Visit


661-702-1977 Floral Design Tutorials on our YOU TUBE channel Flowers& Magazine

Flowers& Subscribers! Did you know you can read past and current issues online? Find out how! Go to the digital library link at

advertiser links s c h ool s

Advertisers’ websites are hyperlinked on the Flowers& website. Go to and click on “Advertisers in This Issue.” Accent Décor, Inc. 800-385-5114


Danziger Flower Farm +972-3-960-2525


Dollar Tree Direct INSIDE BACK COVER 877-530-TREE (8733) Garcia Group Glass / A Division of the Garcia Group 800-241-3733

Portland, Oregon

weddings John Toomey Co

(800) 421-0052

Wedding Aisle Runners Rentals & Sales

UPS Shipments

White Cotton Runners


Green Point Nurseries 800-717-4456


Milton Adler Company 800-651-0113


Nashville Wraps, LLC 800-547-9727


Pioneer Imports & Wholesale 888-234-5400


Reliant Ribbon 800-886-2697


Royal Flowers 800-977-4483


Sandtastik Products 800-845-3845


Seminole 800-638-3378


Smithers-Oasis 800-321-8286


The Sun Valley Group 800-747-0396


Syndicate Sales INSIDE FRONT COVER 800-428-0515

Advertise in


Teleflora 800-333-0205

15, 57

Vase Valet 316-747-2579


Vasesource 718-752-0424


For rates and info, call

Peter Lymbertos at 800-421-4921

MARCH 2016 67

wholesaler connection Flowers& magazine distributors


Arizona Phoenix The Roy Houff Company

Kansas wichita Valley Floral Company

OREGON PORTLAND Floral Design Institute

California Fresno Designer Flower Center Inglewood American Magazines & Books Oakland Piazza International Floral Sacramento Flora Fresh San Diego San Diego Florist Supplies Santa Rosa Sequoia Floral International

Kentucky Louisville The Roy Houff Company

PENNSYLVANIA Pittsburgh Keystone Ribbon & Floral Pittsburgh Cut Flower Company

Florida PENSACOLA American Floral Wholesale of Pensacola Carlstedt’s, LLC

Louisiana Lafayette Louisiana Wholesale Florists Massachusetts Boston Jacobson Floral Supply Michigan Warren Nordlie, Inc.

SOUTH DAKOTA SIOUX FALLS North American Wholesale Florist, Inc.

Floral Wholesalers

Reward without the Risk we promise!

Tennessee Nashville The Roy Houff Company

Minnesota Minneapolis Koehler and Dramm

Virginia Norfolk The Roy Houff Company Richmond The Roy Houff Company

Georgia omega Hornbuckle Wholesale Florist

missouri st louis LaSalle Wholesale Florist

Washington Tacoma Washington Floral Service

hawaii honolulu Flora-Dec Sales

New York Campbell Hall Alders Wholesale Florist

canada burnaby, bc Kirby/Signature Floral Supply

Illinois Chicago The Roy Houff Company Normal The Roy Houff Company Wheeling The Roy Houff Company

Ohio dayton Nordlie, Inc. North Canton Canton Wholesale Floral

malaysia selangor Worldwide Floral Services

Sell Flowers& in your store! for extra profits Select any quantity— no minimum Whatever you don’t sell we buy back! Yes, it really is that simple.

Call 800-321-2665

singapore Worldwide Floral Services

Visit us online for a taste of Flowers& quality.


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