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
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
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
A Selling Tool for Prom Flowers By Rich Salvaggio AIFD, AAF, PFCI
Galax Rosettes, Updated By Helen Miller AIFD
The Nautilus By Tom Bowling AIFD, PFCI
Flower Gallery, Valdosta, Georgia By Anne Bergman
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 email@example.com Bruce Wright Tony Fox
National Advertising Director
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
AIFD, AAF, PFCI,
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
AIFD, PFCI, IMF, CAFA,
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.,
AIFD, AAF, PFCI, FSMD,
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.
For product information, see Where to Buy, page 64.
MARCH 2016 9
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
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
One of natureâ&#x20AC;&#x2122;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.
Design Contest TOP PRIZE $1,000 THEME: HUES IN HARMONY
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 Otisâ&#x20AC;&#x201D;any style, but it has to include the recipientâ&#x20AC;&#x2122;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.
using color harmony
design a flower arrangement
to enter the
THEME: HUES IN HARMONY
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. flowersandmagazine.com. Email address for entries and for all inquiries: contest@ flowersandmagazine.com. 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
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 www.flowersandmagazine.com january 2012 20
Name That Hue Reds & pinks
Oranges & peaches
(dark purplish to blackish red)
(a bit brownish)
(dark red, purplish or brownish)
oxblood (dark brownish red) carmine
(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 www.flowersandmagazine.com
(reddish to vivid orange)
lemon, maize (strong yellows)
canary (light to moderate yellow)
citron (greenish yellow)
(yellow tinged with orange)
goldenrod, ochre, mustard (all brownish yellows)
straw (pale yellow)
pins & picks
www.miltonadler.com Contact your wholesaler or firstname.lastname@example.org for more information march 2016 23
Name That Hue Blues
(vibrant light blue)
(a moderate, transparent purple)
(very light browns)
(medium to light blue)
(bright rich purple)
(light yellowish brown)
dun, beige, tan
(light to medium, grayish browns)
(pale blue tinged with gray)
(bluish, medium purple)
(medium to dark tan)
(vivid dark blue)
(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 www.flowersandmagazine.com
(moderate, delicate purple)
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 www.flowersandmagazine.com 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 â&#x20AC;&#x2DC;Stargazerâ&#x20AC;&#x2122; 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.
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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.
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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, â&#x20AC;&#x2DC;Cool Waterâ&#x20AC;&#x2122; roses, a lily bloom, nandina foliage, and small-leaved ivy along with large hedera leaves. 31 2012 00 38 www.flowersandmagazine.com 34 january 30
Classic Twist with a
FEBRUART march 2015 2016 00 31
Classic Twist with a
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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. â&#x20AC;&#x2DC;Lydiaâ&#x20AC;&#x2122; 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.
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Classic Twist with a
march FEBRUART march 2015 2016 39 00 35
Classic Twist with a
37 2012 40 january 36 www.flowersandmagazine.com
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 www.flowersandmagazine.com
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
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march 2016 39
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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 thatâ&#x20AC;&#x2122;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 succulentsâ&#x20AC;&#x201D;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, www.Madison-James.com
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 â&#x20AC;&#x201C; 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.
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march 2016 43
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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.
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march 2016 47
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STRAP ME IN Strapless dresses are popularâ&#x20AC;&#x201D;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 lambâ&#x20AC;&#x2122;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).
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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 braceletâ&#x20AC;&#x201D;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 Haleyâ&#x20AC;&#x2122;s topknot.
itgirl flowers 52 january 2012
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itgirl flowers ZIP IT UP In line with this yearâ&#x20AC;&#x2122;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
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.
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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 boyâ&#x20AC;&#x2122;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.
By Anne Bergman
Photography by Gandy Photographers gandyphotographers.com
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) www.theflowergalleryga.com
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
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where to buy
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For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, www.flowersandmagazine.com. 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.
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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.
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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.
STRAP ME IN,
Pearlized Nautilus Shells and Harlow Glass Bowl, Accent Décor.
Rectangular Dazzle Bucklezz, Fitz Design.
CLASSICS WITH A TWIST,
SOFT AND BRIGHT,
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.
IT GIRL FLOWERS, pages 40-56
Featured Suppliers Accent Décor, Inc. Call 800-385-5114 or visit www.accentdecor.com.
COLOR ME TURQUOISE,
BIG IDEAS every single month, along with flower news & business advice
A digital subscription is only $19.95 for a full year.
Visit: www.flowersandmagazine.com & 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.
UPDATED STEAM PUNK, pages 44-45
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 www.dmcolor.com. Fitz Design. Call 800-500-2120 or visit www.creationsbyfitzdesign.com. Florigene Flowers. Visit www.florigene.com. Milton Adler Company. Call 800-651-0113 or visit www.miltonadler.com. Smithers-Oasis. Call 800-321-8286 or visit www.oasisfloral.com. Wm. F. Puckett. Call 800-426-3376 or visit www.puckettfern.com.
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 themarket.myteleflora.com.
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 www.burtonandburton.com.
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 www.miltonadler.com.
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 www.boxcoindustries.com.
march 2016 65
industry events For the most recent additions to Teleflora Unit Programs, go to www.MyTeleflora.com 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 www.floramart.com.
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 www.worldfloralexpo.com.
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 www.safnow.org.
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 www.floramart.com.
JUNE 20-22, Chicago, IL International Floriculture Expo, McCormick Place. Visit www.floriexpo.com.
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 www.aifd.org.
Great Lakes Floral Expo, Amway Grand Plaza Hotel and DeVos Place Convention Center. Call 517-575-0110 or visit www.greatlakesfloralexpo.com.
March 11-13, Pierre, SD South Dakota Florists Association Convention, Ramkota Hotel & Suites. Visit www.sdflorists.org.
April 1-3, Green Bay, WI Wisconsin & Upper Michigan Florists’ Association Convention, Radisson Hotel & Conference Center. Call 517-253-7730 or visit www.wumfa.org.
EMPLOYMENT Florasearch, Inc.
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Flower Shop Manager Dallas TX
For more information visit https://Confidentialco.applicantpro.com/ 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 www.northeastfloralexpo.com.
Combo walkins, storage, reach-ins 800-729-5964 www.flotaire.com
SOUTHEAST Region March 4-6, LOUISVILLE, KY AIFD Southern Conference, Galt House Hotel. Visit www.aifd.org.
July 11-22, Atlanta, GA FloraMart® (Pete Garcia Company) market dates for spring/summer 2017 merchandise, FloraMart. Visit www.floramart.com.
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 www.safnow.org.
OCTOBER 5-8, QUITO, ECUADOR Agriflor 2016, Centro de Exposiciones. Visit www.agriflor.com.
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 www.wffsa.org.
November 2-4, aalsmeer, the netherlands FloraHolland Trade Fair Aalsmeer, FloraHolland. Visit www.floraholland.com/tradefair.
November 2-4, VIJFHUIZEN, the netherlands International Floriculture & Horticulture Trade Fair (IFTF), Expo Haarlemmermeer. Visit www.hpp.nl.
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 www.flowersandmagazine.com
advertiser links s c h ool s
Advertisers’ websites are hyperlinked on the Flowers& website. Go to www.flowersandmagazine.com and click on “Advertisers in This Issue.” Accent Décor, Inc. 800-385-5114 www.accentdecor.com
Danziger Flower Farm +972-3-960-2525 www.danziger.co.il
Dollar Tree Direct INSIDE BACK COVER 877-530-TREE (8733) www.dollartree.com/floral/559/index.cat Garcia Group Glass / A Division of the Garcia Group 800-241-3733 www.floramart.com
weddings John Toomey Co
Wedding Aisle Runners Rentals & Sales
White Cotton Runners
Green Point Nurseries 800-717-4456 www.greenpointnursery.com
Milton Adler Company 800-651-0113 www.miltonadler.com
Nashville Wraps, LLC 800-547-9727 www.nashvillewraps.com
Pioneer Imports & Wholesale 888-234-5400 www.pioneerwholesaleco.com
Reliant Ribbon 800-886-2697 www.reliantribbon.com
Royal Flowers 800-977-4483 www.royalflowersecuador.com
Sandtastik Products 800-845-3845 www.floralsand.com
Seminole 800-638-3378 www.seminoleds.com
Smithers-Oasis 800-321-8286 www.oasisfloral.com
The Sun Valley Group 800-747-0396 www.tsvg.com
Syndicate Sales INSIDE FRONT COVER 800-428-0515 www.syndicatesales.com
Teleflora 800-333-0205 www.myteleflora.com
Vase Valet 316-747-2579 www.vasevalet.com
Vasesource 718-752-0424 www.vasesource.com
For rates and info, call
Peter Lymbertos at 800-421-4921
MARCH 2016 67
wholesaler connection Flowers& magazine distributors
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OREGON PORTLAND Floral Design Institute
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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.
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