Flowers& - April 2014

Page 1

Flowers& APRIL 2014 $5.50

winning weddings, blissful brides

Bouquets and décor in exciting wedding themes, from Gatsby Glitz to “glamping” Pg 36

On the nose: favorite fragrant wedding flowers Pg 26


APRIL 2014

features 36 Wedding Wow Trendy themes to thrill the most demanding bride. Floral design by Joyce Mason-Monheim AIFD, PFCI, AZMF and Michael Quesada AIFD Photography by Ron Derhacopian

4 APRIL 2014

pg 43

ON THE COVER Hot pink spray roses and mini green hydrangea add a burst of vivid color to a soft, romantic bouquet that includes, among other roses, the David Austin varieties Juliet and Miranda, accented with rosemary, scented geranium, and nandina foliage. For more wedding designs by Joyce Mason-Monheim AIFD, PFCI, AZMF and Michael Quesada AIFD, see pages 36-57.


pg 14

departments 10

Focus on Design Pleats, Please By Rich Salvaggio AIFD, AAF, PFCI


Creative Edge Return of the Cascade By Hitomi Gilliam AIFD


pg 12

Principles & Elements Pattern By Kevin Ylvisaker AIFD, PFCI


Shop Profile Krueger Floral-N-Gifts, Schofield, Wisconsin By Marianne Cotter


Fresh Focus Favorite Fragrant Flowers


What’s In Store


Profit Boosters The Price Is Right


Where to Buy


Industry Events


Advertiser Links


Wholesaler Connection

Flowers& Volume 35, Number 4 (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 © 2014 by Teleflora. Printed in U.S.A.

6 APRIL 2014

pg 11

{fj [!�!!l�l� �e�t

Flowers & teleflora.





Rich Salvaggio

AIFD. AAF. PFCI Editor Art Director National Advertising Director

Bruce Wright Tony Fox Peter Lymbertos

Publication Coordinator

Elinor Cohen

Contributing Editor

Bill McKinley


U.S. Subscriptions


Foreign Subscriptions




On the Intemet

ADVISORY BOARD Teleflora Education Specialists

Wholesale floral facility managers looking for long-term stability can find it


Susan Ayala AIFD. SAO Professional Design. Lorna Linda. Calif.. Tom Bowling AIFD. PFCI. Fairfield. Ohio. Tim Farrell AIFD. AAF. PFCI. Farrell's Florist. Drexel Hill. Penn

Bert Ford

AIFD. PFCI. Ford Flower Co., Salem, N.H .. Jim Ganger AIFD, Kansas City, Mo., Hitomi

with us! Cleveland Plant & Flower is cel-

Gilliam AIFD, Vancouver, B.c., Canada, Bob Hampton AIFD, AAF. PFCI, Dallas, Texas,

ebrating 100 years of servicing the floral

John Hosek AIFD. PFCI. Surroundings Events and Floral, Verona, Wisc., Alex Jackson

industry. We're looking to grow during

AIFD, PFCI, Phoenix Flower Shops, Phoenix, Ariz., Vonda LaFever AIFD, PFCI. Niceville,

our second hundred years. Contact

Fla., Joyce Mason-Monheim AIFD, PFCI, AZMF, Tucson, Ariz., Darla Pawlak AIFD, PFCI,

Chuck at to discuss the opportunities.

CRF �� "/ �

Cleveland Plant Flower Company



Essexville, Mich.


Julie Poeltler AIFD, PFCI. Fountain of Flowers & Gifts, Lone Tree,

Iowa, Jerome Raska AIFD, AAF. PFCI, CAFA. MCF. Blumz... by JR Designs, Detroit, Mich..

Tom Simmons AIFD. Three Bunch Palms Productions, Palm Springs, Calif., Gerard Toh AIFD. Garden Trade Services, Sherman Oaks, Calif.. Cindy Tole, Botanica Flowers & Gifts, Greensboro, N.C., Kevin Ylvisaker AIFD, PFCI, Mukwonago, Wisc.


Flowers & Su bscri bersl


Marie Ackerman AIFD, AAF. PFCI. Teleflora, Oklahoma City, Okla . Tom

Buller AAF,

PFCI. Teleflora, Oklahoma City, Okla., Carol J. Caggiano AIFD, PFCI. A. Caggiano, Inc., Jeffersonton, Va., Willon Hardy AIFD. AAF, PFCI, FSMD. JWH Design and Consultant, West Palm Beach, Fla., Rocky

Pollitz AIFD, AAF. PFCI. Blue Jay, Calif., Elizabeth Seiji AIFD.

Edelweiss Flower Boutique, Santa Monica. Calif.

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

Customer address,



wrt i e

For to

service Flowers&,







subscription, No.





enclosing a recent address label. For faster service, call 818-286-3128; Teleflora members call


�. 8





focus on design


Floral design by Rich Salvaggio AIFD, AAF, PFCI

Photography by Ron Derhacopian

A pleated paper “cummerbund” makes a clever vase treatment for wedding décor. The look is elegant and, for wedding work,


theme-appropriate. Sturdy, waterproof Crinkle Paper works well for this purpose and is available in a variety of two-tone color combinations. 1. Cut your paper to the right width so it will go all the way around the inside of your vase and overlap a little. Then, starting at the edge closest to you, make successive folds or pleats in the paper so it resembles a cummerbund. As you go, press the pleats against your work surface to sharpen the creases. As an additional decorative option, as seen in step 2, you can make a trim for the cummerbund by cutting a narrower strip of the same Crinkle Paper and showing the reverse side of the paper for contrast. Make a pattern in the paper with a craft punch and fold it into the cummerbund, using the existing pleats as a guide. 2. Once you have completed the cummerbund, turn the paper over and tape the back of the pleats together with packing tape so they do not come apart. Line a clear dry vase with the pleated paper, securing it with UGlu. 3. Add some curly willow inside the vase to support your stem placements, add water mixed with flower food, and create your design. Clear votive cups, lined with punched Crinkle Paper to match the trim, make a pleasing complement to the vase treatment. b





See this


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

click here


APRIL 2014 11

creative edge


Floral design by Hitomi Gilliam AIFD

Photography by Philippe Martin-Morice

Bridal bouquet styles in the past decade have been dictated by bridal magazines, Facebook postings and Pinterest. After many years, the round hand-tied is slowly giving way to variations on the cascade, from handtieds to holders to armature bouquets.

ROUND BOUQUET WITH CASCADING EXTENSIONS In this bouquet, lightly cascading extensions provide natural movement and a transitional style that may appeal to brides who want something in between a round bouquet and a full cascade. A wire frame was used as an armature, so that lengths of beaded garland could be dangled from the perimeter of the frame. Flowers were added to the garland with floral adhesive: spray rosebuds, dendrobium blossoms and callicarpa clusters. Stems of spray roses, ‘Purple Haze’ and David Austin ‘Rosalind’ roses, peonies, statice and veronica were inserted into the center of the wire frame to create a hand-tied bouquet, then dendrobium blossoms, brunia and statice were added in with floral adhesive to fill the gaps and lend an attractive fullness.


NEW CASCADE Another new style of cascade bouquet achieves a look of transparency with a flowing armature (created with aluminum wire, covered with diamond chain) to which the flowers are attached with floral adhesive. Preparation of the flowers is of utmost importance: each floret must be fully hydrated before gluing. Phalaenopsis are best cut off from the fully hydrated stems flush to the back of the flower and sealed with floral adhesive. The florets are then laid out in a plastic-lined box, misted with water, and refrigerated overnight before use. They will stay firm and fresh for upwards of five days. This bouquet is very light, glamorous and easy to carry.

FULL, TRADITIONAL CASCADE As retro styles return, we can still take advantage of new tools and mechanics to re-create them. Today’s bouquet holders are stronger mechanically than previous models—serving to hydrate an abundance of flowers, and more attractive—but it’s still important to design in them with care, covering all mechanics. This teardrop cascade follows a traditional strategy in being filled mostly with beautifully textured mass flowers at the top of the bouquet, tapering to a softly cascading tip comprising spray and line flowers—here, dendrobium and veronica. The color featured is the 2014 color of the year ‘Radiant Orchid’, skillfully mixed with pastels for a soft Gatsby look.b

APRIL 2014 13


In creating a floral design, if

you use one flower, generally you will use more than one of that same kind. That’s not only for economy’s sake—it’s because repeating the flower is what allows you to begin to create a pattern. Good design requires patterning, and pattern is repetition—in the words of the AIFD Guide to Floral

Design, “a repeated combination of line, form, color, texture, and/or space.” Here’s the thing: most good designers are conscious of creating color patterns, but do you think about how your color patterns interact with patterns of form and texture, line and space? You can find all of these elements rhythmically repeated in the design at right: the lime mitsumata, the pavéd carnations and craspedia, the intervals of crushed glass combine to create a complex pattern of many patterns, like a three-dimensional patchwork quilt. b


•❊ • ▲

principles & elements

Floral design by Kevin Ylvisaker AIFD, PFCI

Photography by Ron Derhacopian

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

Three sister shops complement each othe� each with its own style.



store in Mosinee is a

explains. 'Our retail

more modest 1,400

shops are freestand­

square feet. WHOLESALE SIBLING The



Wholesale Florist is Tammy




known Its



tered the floral business in



1987 she did so not as a

semis are a com­

florist, but as a business


Mosinee, Schofield, and Wausau, Wisconsin Owner: Jim Krueger Manager: Tammy Fochs Niche: All-around florist

despite the fact that Tammy's


Seth is her manage­ rial counterpart on the wholesale side.

mon sight on the in­

Number of employees: 19 (9 full-time, 10 part-time)

are all located in the Wausau area and will

terstates throughout

Square footage: 3,000

a Wisconsin-based wholesale and retail


floral operation, hired her for her business

Based in Rothschild,

administration degree and put her in charge

Wisconsin, and using

Krueger Floral,

ing and must succeed on their own." This






not expand into other cities.



never bring the retai I

of managing its grocery-store floral depart­

a similar rose-themed

ments. Over the years as she grew with the

logo, Krueger's wholesale and retail divi­

because we wholesale so widely," Tammy explains. 'We would be competing with our

company her love of the floral industry blos­

sions may appear to form a fully integrated

somed. Today Tammy is the manager of

business. But Tammy is quick to point out

stores into other cities

Tammy Fochs, at center above, keeps three

Krueger's three retail shops and spends most

that the retail shops operate independently of

of her time at the 3,000-square-foot flagship

the wholesale operation. 'We don't want our

Krueger Floral-N-Gifts locations running

shop in Schofield. A second shop in Wausau

competitors to think we can undercut them

smoothly with help from managers Jocelyn

is larger at 5,000 square feet, and a third

by getting our flowers at a lower price," she

Fochs and Beth Eiden.


shop profile own customers. In the Minneapolis area, for instance, local florists buy so much from Krueger Wholesale that it would be unfair to open a retail store there.” But that doesn’t mean the retail and wholesale division don’t talk to each other. The three retail shops buy all their flowers, green plants, and hard goods from Krueger Wholesale, making for very efficient ordering and receiving. “If there is an advantage to the relationship, it comes in the area of logistics,” says Tammy. “We can get our flowers from California or South America or wherever into our stores very quickly.” TESTING NEW PRODUCTS Another synergy between the wholesale and retail sides of Krueger is that the retail stores are used as a test market for new products that the wholesale division is considering adding to its line. “New flowers and hard goods will be tested in our retail stores to see how they do before the wholesale division decides to go deeper into a new product,” says Tammy. “It could be ceramics, flowers, Christmas trees, baskets, vases, green plants or blooming plants; anything that is new on the market. We get it first.” MANAGING MULTIPLE STORES Tammy’s responsibilities on the retail side of the business come under the job title Retail Marketing Coordinator, and encompass a wide range of managerial responsibilities that culminate in the financial well being of each of the three stores. “I set the hours I feel the stores should be open, I set the pricing, and Of the three Krueger shops, each has a somewhat different look, giving customers in the area a reason to visit all three. The Wausau store leans toward country, Mosinee toward classic stylings in both design and décor. The Schofield store, seen here, is the most contemporary in style. The shop recently underwent a complete exterior remodel, with new landscaping—part of an ongoing effort to keep all three shops fresh and inviting for customers.


shop profile I influence the product that’s brought into the store,” she says. “I watch overtime and am involved with the hiring of new employees. At the end of the day I’m the one who looks at the numbers for all three stores.” When it comes to hiring, Tammy makes an effort to be sensitive to the team dynamics at the various stores, where she has two managers reporting to her. “Beth Eiden runs the Schofield and Wausau stores under my oversight,” she says. “And Jocelyn Fochs oversees the Mosinee daily operation.” While the Krueger brand is apparent in all three locations, they are not copycat stores. The Schofield store has a more contemporary look, while Wausau leans toward country and Mosinee showcases a classic style. Each one has its own personality with distinct product vignettes and displays. The designers stay with their store and bring their style to bear on floral design. “We want the stores to have different products and looks,” says Tammy, “so the customers have a reason to visit all three locations.” For greater efficiency deliveries are combined at the Schofield and Wausau stores. Mosinee, which is farther south, has its own delivery staff. GIFTS FOR THE GIVING Tammy and her two managers enjoy each other’s company and gladly attend the gift markets in Dallas and Atlanta together twice a year to buy furniture, home décor, personal accessories (handbags and jewelry), and seasonal items. Tammy’s buying strategy is focused around finding unique new items that are Home furnishings and décor, ranging from distinctive decorative accents to a few large items of furniture—along with, of course, cut flowers and green plants—are an important part of the mix at Krueger. Tammy and her two managers shop the Atlanta and Dallas markets together, pooling their insights into what trendy new products and seasonal items will find favor with customers. Floral design offerings harmonize with each store’s individual style.


shop profile on trend and that will turn around quickly. While Tammy has final say-so, the threeway input is invaluable. “We each have our personality and opinion as to what to buy,” Tammy explains. “Each of us ends up accepting maybe 25 percent of products we might not like personally, but the result is we end up with a good mix of items in our stores.” At market Tammy is looking for new, trendy, unusual gift and home décor product including unique accent pieces like chargers, mirrors and paintings plus large furniture pieces like chaise lounges. In choosing furniture Tammy looks for striking accent pieces that will complement the customer’s everyday home furnishings. She only buys one or two of the larger pieces and plans for a quick turnaround. “All our inventory is on the floor,” she says. “We don’t want to store anything in the back room. So I’m always looking for vendors who give me the best price and can deliver quickly.” Jewelry is another profitable gift line, and to make it successful Tammy is careful to stay on top of current styles. “We carry trendy and modestly priced jewelry so we can turn it quickly,” she explains. “If we decide something is going out of style we switch to another vendor with a trendy line.” Tammy tries to stay broad enough in taste to have pieces that will accent all wardrobe types. A FRIEND IN FACEBOOK Like many highly localized businesses Krueger has found a friend in Facebook. “Our Facebook page is All the inventory at Krueger is on the floor; “We don’t want to store anything in the back room,” says Tammy. She looks for merchandise that will turn over quickly and that will combine to create great displays. The stores also serve as a test market for Krueger Wholesale, a related but separate business. For efficiency’s sake, deliveries from the Schofield and Wausau stores are combined, while the Mosinee shop, which is farther south, has its own delivery staff.


shop profile important for both the wholesale and retail sides of the business,” she explains. “Social media is an inexpensive way to advertise specials and new product and to showcase the work of our designers. Because we’re in a small community we also like to showcase the fun things we do in the shop and the camaraderie among the employees throughout the company.” With lots of staff photos and postings, the Facebook page conveys an infectious sense of creative activity and good times. ON THE REBOUND The recession hit central Wisconsin hard and, as one factory after another closed, the Wausau area felt the impact. “In the last five years so many factories closed down that unemployment in our county reached 12 percent,” says Tammy. “We survived the recession with lots of hard work. We really had to give people a reason to come into the store.” Tammy developed a strategy of weekly specials to lure people into the store: one hard-goods special and one floral special. “Once they’re in the store, if they buy one item, hopefully, they will buy two. We were lucky in that we didn’t have to lay off any staff.” With three retails shops covering the Wausau market, the retail side of Krueger floral has reached its geographical limits. Future growth will come from maximizing the business at the existing shops. “We refocused on the Schofield shop recently with a complete exterior remodel plus landscaping to make it more beautiful for the customers,” says Tammy. “We want people to continue to come and we will be there for them.” b Camaraderie among managers and employees and a lighthearted, creative sense of fun are assets that Tammy seeks to encourage and to leverage at Krueger FloralN-Gifts. She does that particularly through social media: a steady stream of photos and postings on Facebook is one way to keep the shop and its staff involved with the community.


fresh focus

by Bruce Wright

Make the most of fragrant flowers with smart purchasing and handling.


e’ve all seen customers lift flowers expectantly to their noses—only to pull them away with a blank look that says, “Hm. That wasn’t quite what I expected.” Most of the cut flowers bred for florists’ use are notoriously lacking in fragrance. And there are complicated biological reasons for that. As flower breeders strive for brighter, more sophisticated color and longer vase life, the usual tradeoff is that fragrance must be sacrificed. (For more about why floral physiology tends to demand such a cruel bargain, see the article on fragrance in the Flowers& Article Archive—part of our Digital Library at Fortunately, some breeders are now working to remedy the situation as far as possible within the limitations imposed by nature. And in the mean time, certain flowers have always retained a fairly strong fragrance. Many of them—not by chance—are among the flowers most often favored for weddings, where long vase life may be less important than glorious, if short-lived, romantic and sensual appeal. Olfactory sensations of any kind, including flower fragrance, are unique in traveling directly from receptor cells to the most primitive part of the brain. They are strongly associated with emotion and memory. Here are some of the flowers that come first to mind when a bride, or any client, requests fragrant flowers, along with notes on purchasing, care and handling, and design. Garden roses - Rosa spp. Although garden roses, in general, are a good example of the tradeoff between fragrance and longevity, a few varieties can boast both delicious fragrance and a respectable vase life. Cer-

26 www.flowersandmagazine.comersand

tainly, the market success of the new breed of “garden” roses—bred and grown for enjoyment as cut flowers, but with the traditional characteristics of true garden roses, including fragrance—attests to the public’s interest in fragrant flowers, even if they fade a little more quickly than standard hybrid teas. While garden roses generally are prized for their fragrance, certain varieties are especially famous for it. Pictured here from top to bottom are some of the most fragrant varieties grown at Alexandra Farms, beginning with ‘Constance’ (Austruss), a new variety from David Austin—light pink, many-petaled, with a strong scent of myrrh and honey; ‘Mamy Blue’, a fuchsia-colored rose; ‘Haiku Perfumella’, light pink and also very new; ‘Yves Piaget’, a vivid pink rose with a large head like a peony; and light pink ‘O’Hara’, which like its sister variety ‘White O’Hara’ is a fragrant French rose; both exceptionally hardy in the vase. Not pictured are ‘Gospel’, a new, ruffled red, prize-winning variety with a lavenderlike fragrance; and ‘Vitality’, a white rose with an ivory tinge that opens fully and lasts seven days in the vase.

THE FIVE CLASSIC TYPES OF FRAGRANCE FOUND IN ENGLISH ROSES Can you distinguish these basic fragrance types, identified by expert rosarians including the world-famous English rose breeder David Austin, Sr.? Myrrh A warm, aromatic scent reminiscent of licorice or sweet anise, found especially among pink and apricot English roses. Fruity Because the rose is related to many fruits, including apples, pears, raspberries, strawberries and apricots, fruity notes often surface in English roses of all colors. Musk A romantic and powerful scent, it is readily wafted from the stamens of roses such as rambler roses, with prominent stamens and abundant single flowers. Old rose The classic rose fragrance, it is found almost exclusively in pink and red roses. Tea rose A strong scent like that of fresh tea, this fragrance often dominates a rose, so that softer notes become evident only over time.

fresh focus

OTHER FRAGRANT FLOWERS AND FOLIAGE The search for fragrance may lead you to your local nursery to purchase potted herbs. Among these are foliage plants, like rosemary and sage, many of them Mediterranean in origin and quite hardy in bouquets. Some materials, like rosemary or fresh lavender, may be available either as potted plants or as cut stems from your wholesaler. For other cuts from your wholesaler, consider the following, in addition to those already mentioned in this story (some have a milder fragrance, depending on the source and the variety): Chocolate cosmos Eucalyptus foliage Freesia Lily of the valley Paperwhite narcissus Peonies Scented geranium foliage Snapdragons Sweet peas Thryptomene Waxflower

Gardenias - Gardenia jasminoides Who hasn’t swooned over the perfume from a freshly opened box of gardenias? What is new (or at least, more available than in the past) are stemmed gardenias, which are not necessarily more fragrant than the blossoms that come in a box, but longer-lasting and more versatile in design. “Stemmed gardenias will last much longer than gardenia blossoms—four more days—since you can hydrate them through the stem,” says Robert Kitayama at Kitayama Brothers, a grower who specializes in gardenias and stephanotis,

28 www.flowersandmagazine.comersand

among other flowers. While the blossoms that are delivered off the stem are harvested after they have fully opened, the stemmed gardenias are cut in a bud stage. Gardenias are available yearround, but the best-value season is in April and May, when the plants naturally flush. Hyacinths - Hyacinthus orientalis Available only in the late winter and spring (December through April, sometimes May), hyacinths vary in their fragrance from one variety to the next, but all are fragrant to some degree. As with other fragrant flowers, good care and handling can enhance the fragrance along with other attributes. In a recent “Flower Talk” blog post, Sun Valley Floral Farms gave a reminder of what’s different about hyacinths, versus other flowers, when it comes to care and handling: “With hyacinths, you want to keep the white basal plate at the bottom of the stem intact. Don’t cut this off! This will keep the nutrients flowing to the flower and lead to an excellent vase life.” On a hyacinth still growing in soil, the basal plate is the area from which the roots grow. Not all growers leave the basal plate on (when hyacinths are imported from abroad, suppliers may need to make a clean cut to make sure all soil has been removed for customs). When possible, however, it’s best to purchase hyacinths with the basal plate still attached. Lilacs - Syringa vulgaris The fragrance of lilacs varies quite a bit by variety in both power and character. Some say the perfume from the same bunch of lilacs is quite different close up than when it fills a room. As with

any flower, new hybrids bred for color or other characteristics may be less fragrant than older varieties. But the flowers must, of course, be open to release their fragrance. Available only in late winter and spring, lilacs are ethylene-sensitive and should be treated with an antiethylene agent. According to the

TIPS FOR USING FRAGRANT FLOWERS • Floral fragrance tends to be stronger when the flowers have sufficient nutrition—which is one more reason for using commercial flower food. • Moderate to warm temperatures tend to increase fragrance, along with strong light. • Some flowers may be more fragrant at certain times of day or night. • Be aware of fragrance as one of the elements of design. As you become more sensitive to it, notice how different one scent may be from another. Consider the harmony of different fragrances as you combine and layer them. • Don’t overdo it! Consult with your client before using highly fragrant flowers. People with allergies are likely to object to them. And beware of loading tables where food will be served or consumed with centerpieces that have an overpowering fragrance. • In sampling floral fragrances— the perfume of a garden rose, for example—experts suggest that you hold the rose to your nostrils, inhale deeply, and count to ten, allowing time for the scent to imprint. A second sniff will have a weaker effect, since the fragrance molecules have already bound to their appropriate neuronal receptors.

Chain of Life Network,


the abrupt, premature


wilting that sometimes occurs with lilacs may





many per­



refrigerated temperatures is too long; cold damage is a killer with these flowers." Tuberoses are native to Mexico, where


they are often grown by smaller, mom-and­

be caused not by mi­

most abundant in

pop growers, primarily for the local markets,

crobial stem blockage,

spring and summer,

without careful observance of recommended

in a wide range of

postharvest procedures. They are also avail­

but by the release of a substance higher up in the stem in response to ethylene exposure.

soft hues, stocks are a

able, however, from reputable California

natural for wedding work.

growers including Mellano and Skyline. From

Typically field grown, they may

California, the season is short (June and

arrive in the shop with stems that carry

July) and the supply is limited. Tuberoses should be purchased with the bottom two or

Ulium spp. Nearly all Orien­

microbes from the field, which could shorten

tal lilies have a sweet fragrance so strong that

their vase life; experts recommend cleaning

three flowers open. Singles, though not as

it can even be overpowering. OTs (crosses

them well and even treating the stems with

attractive as double-flowering varieties, seem

Oriental lilies


between Oriental and trumpet lilies) typi­

a bleach solution (one teaspoon per gallon

to perform better and have more fragrance.

cally also have a mild to strong fragrance.

of water) for an hour before re-cutting them

While tuberoses are normally a creamy

The colors, elegance, and dramatic size of

above the semi-woody base and placing

white, the buds blushed with pink, as seen

Oriental lilies make them highly suitable for

them in a freshly made, full-strength flower­

at lower left, the Dutch-based breeder Ludwig

wedding work. When used for this purpose,

food solution. For a scented bower that re­

& Co. has recently announced the introduc­

of course, open lilies should always have the

sembles wisteria, try hanging cut stocks in

tion of new yellow and pink varieties-a wel­

stamens removed to prevent the pollen from

a pale lavender color upside-down from a

come addition to the family of fragrance!,.

staining clothing and linens.

trellis covered with vines.



Stephanotis floribunda A clas­

sic wedding flower with a strong, sweet



Polianthes tuberosa With one

of the most sweetly powerful of all floral

scent, stephanotis is available as indi­

perfumes, tuberoses have suffered a bad

vidual blossoms (typically, 25 flowers to a

reputation for poor lasting quality that is not

box) or on the vine from specialty suppli­

entirely deserved, since, like other flow­

ers like California Flower Shippers, Kitayama Brothers or Skyline Flower Growers. Unfortu­ nately, while they are at­

ers, tuberoses only perform well when they receive the proper postharvest treat­ ment. 'They are highly

Alexandra Farms

California Flower Shippers

Chain of Life Network

tractive and interesting,

ethylene-sensitive, "

stephanotis blooms on

says floral designer,

Kitayama Brothers

the vine are no more

author and educa­

fragrant or long-lasting

tor Rene van Rems

than the boxed blos­

AIFD, PFCI. 'They're

soms. 'The cut vines do not hydrate; they have a heavy sap which doesn't allow the stem to drink," ex­ plains Robert Kitayama of Kitayama Brothers. Off the vine, the waxy

also sugar-hungry, and many growers don't give them enough

Ludwig & Co.

Mellano & Company

in the first few days after

Skyline Flower Growers

harvest." Gay Smith, technical

consulting manager to the posthar­

Stemson's (a division of

blossoms are typically mounted on Stay­

vest care company Chrysal, agrees: 'They

Milton Adler)

Fresh® Stems (made by Stemson's), wire

need a 20% sugar pulse for anywhere from

stems with cotton on the tip, which retains

12 to 24 hours. It's a huge hassle, so many

moisture and keeps the flowers hydrated.

growers skip it. Then, they get shipped at 34 degrees, because it doesn't dawn on people

Matthiola incana The spicy, clove­

that they are really tropical flowers that do

like fragrance of stocks is distinctively dif-

not like cold feet. Longer than three days at




Sun Valley Floral Farms

LET’S GO “Glamour” and GLAMPING “camping” might seem like two things that don’t go together—but that’s the point. Today’s most intriguing and inventive wedding trends rely on high contrast (think burlap and lace). With “glamping,” the ballroom meets the great outdoors. Michael’s table setting gathers monobotanical bouquets of dusty miller, fountain grass (collared with moss), hydrangea (accented with scented geranium leaves), privet berries, and millet (plus salal foliage), set in vintage-style silver containers. The romantic main attraction is a mass of garden roses, including ‘Pink Piano’ and ‘Voyage’, with their budded side shoots.

Model: Kassidy Fischer


Wedding gowns by Justin Alexander Bridal,

Table linens from Wildflower Linen,

Trendy themes to thrill the most demanding bride.

wedding wow Floral design by Joyce Mason-Monheim AIFD, PFCI, AZMF and Michael Quesada AIFD

Hair and makeup by Marybeth Bagonghasa

For product information,


Photography by Ron Derhacopian

see Where to Buy, page 64.

APRIL 2014 37



At left, canning jars and gal-

vanized tin squares reinforce the down-home, back-yard feeling, with pillar candles inside clear glass hurricanes and votives nestled in garden mulch. Dinner-plate dahlias, peonies, and rosemary bring in notes of abundance and sensual delight. Above, a wired and taped boutonniere provides a showcase for a ‘Bridal Piano’ rose, combined with its own budded side shoots, hydrangea, and privet berries. At right, the bride’s bouquet, made in an Elegante holder, gathers featured flowers—including vivid pink ‘Baronesse’ and ‘Pink Piano’ garden roses, pale pink tea roses, peonies, and lisianthus, green hydrangea, privet berries and rosemary—into a well-harmonized ensemble.

APRIL 2014 39



Shades of gray and silver have

always combined beautifully with canary yellow; the bright and cool pairing makes an elegant and still-surprising color scheme. The soft grays and lighter tints of yellow lend themselves to varied patterns, which Joyce has introduced with contact paper, adhesive on one side and easily applied to glass cylinders or Lomey trays. Ribbon and silver medallions enrich the look. At right, picture frames with patterned backgrounds suggest a striking display strategy for in-store merchandising or a pre-wedding tabletop showing. Here, the presentation includes a simple corsage on a loop of yellow ribbon, a bracelet-based wrist corsage, and two boutonnieres; the square one is based on a folded section of heavy, flocked silk ribbon, glued to a design disk of the type that incorporates a magnet. To decorate a purse without gluing directly to it, Joyce glued flowers to ribbon, which is pinned to the inside of the purse; the ribbon could also be tacked to the outside with UGlu for safe removal later on. A shoe buckle is designed on the clear plastic design disk from Fitz Design that has a clip attached to the back, so it can be easily attached and removed.

APRIL 2014 41

Love You Times Twelve


At left, to complement and extend a

rented chair cap of gray dupioni silk, Joyce made a sash of wide ribbons stapled and cinched together. Narrow streamers, including playful “tape measure” ribbon in mustard and black, form the foundation for a floral ornament in which yellow button spray mums, craspedia, and dusty miller leaves are glued on with floral adhesive. At right, the bride carries a handtied bouquet featuring pale ‘Green Tea’ and yellow ‘Skyline’ roses, callas, and gerberas, with a burst of buttery oncidium orchids added on one side, then ‘Green Trick’ dianthus and dusty miller on the other. The stem bundle is wrapped with wide ribbon in flocked silk and yellow satin and finished with a jeweled medallion and a yellow button spray mum.


wedding wow

APRIL 2014 43



With clever accessorizing, one placid shade

of blue can sustain a wide range of associations—from the calm beauty of sea and sky to the uptown cachet of a certain purveyor of luxury goods. At left, table flowers are arranged in gleaming blue cubes and in a Floracage that hangs from a tall vase of dark brown glass; they include white peonies, ‘Quicksand’ roses and pale pink hypericum, contrasting with bristly blue eryngium, dried lotus pods, dangling artificial sedum, and a variety of foliages including staghorn fern. Seashells, sandblasted grapevine, and glass pebbles resembling seaglass reinforce the maritime motif. Above, some of the same materials are combined in a wired and taped boutonniere. At right, the bride carries a faux hand-tied—made in a holder, but with stems bundled around the handle. For an earthy touch, Michael included sections of palm fiber, cinched and wired to picks at the base. Featured flowers include ‘Caramel Antike’ garden roses, ‘Quicksand’ roses, and white peonies.

APRIL 2014 45



As a clever counterbal-

ance to a trio of nautical bouquets in gold mercury glass, each bearing a taper candle, Michael created a triple-tier design with three flared, stacked containers. The top two containers are simply nestled into the floral foam in the container below. The three designs go from larger blooms at the bottom to smaller ones at the top—a charming progression that creates a feeling of stability, the larger blooms being visually heavier—with a starfish on top.

APRIL 2014 47



A rich blend of deep pinks, oranges and

purples suggests the glory of a Southwestern sunset—a strong color theme that needs no more than touches of manzanita for reinforcement. At left, the touches of white and pale peach provided by David Austin ‘Patience’ and ‘Juliet’ garden roses only serve to dramatize the vibrant colors of ‘Baronesse’ roses, tea roses in a coppery shade of orange, and purple vanda orchids. Hypericum berries and diminutive faux succulents enrich the texture; crystal garlands emphasize the drape of the cascade. At right, a tiered wedding cake is elevated on thick glass rectangles laid on their sides. Joyce secured an upright branch of manzanita with clear anchor tape wrapped around the branch and the upper, smaller glass rectangle, then covered the tape with colorful wired wool. In the bottom rectangle, she placed an arrangement made in an Iglu caged foam holder. LED lights are placed here and there, including one inside a clear glass teardrop ornament, turned upside-down, that forms part of the cake-topper decoration. APRIL 2014 49



At left, the desert sunset fills the sky. Along

the horizon, flowers in jewel colors flame upward from a 27-inch Raquette wrapped in orange, red and fuchsia-colored wool. Higher up, several manzanita branches are secured to one long, straight and sturdy branch with paperwrapped wire and wired wool. They are decked with vanda orchids, pincushion proteas and artificial succulents, then hung with crystal garlands and clear glass teardrop vases, some filled with colored water. At right, the bride’s veil (made by Joyce from wide lace ribbon) is decked with flowers similar to those in her bouquet; again, crystal garland and ivy dramatize the cascading effect.

APRIL 2014 51


Combine the streamlined modernity of art

deco with the flashy opulence of the Jazz Age, and you have a definitive, and on-trend, recipe for style. At left, stephanotis on the vine defines an S-shaped curve, a beautiful complement to the white orb, filled with carnations, gardenias, and ‘Patience’ David Austin garden roses, that rests in a design cup atop a silver pedestal. Above, a glittering boutonniere reflects the wedding theme with Lacey Leaves, a jeweled butterfly, and rhinestone-studded stephanotis. To create the jeweled bouquet at right, Michael first covered the foam in an Elegante holder with white carnations, then added the stephanotis and jeweled butterflies, both mounted on Stay-Fresh stems. The artificial stems allow for space between the carnations inside the bouquet and the blooms and jewels on the surface, which creates a pleasing sense of depth; they also give both elements a secure footing in the foam, since the base of the stem swells in the foam and won’t swivel or fall out. 52

APRIL 2014 53


Adding some flash to the simple elegance of all-white, monobotanical bouquets, Michael has placed callas, those art deco classics, in Louvre tapered, square glass vases partially filled with clear Deco Beads and banded at the top with Diamond Wrap.

Clusters of freesia and hydrangea nestle in silver cubes, floating in a frothy sea of iridescent white ruffles.



With twigs and bark, ferns,

lichen, and touches of spiritual sky blue, themed wedding décor can evoke a place of primeval beauty. On this page, a bridal bouquet is collared with twigs, inserted all around the caged foam in a bouquet holder. Joyce glued wood disks to the twigs and underscored them with feather fern and flat cedar. The center of the bouquet is a sylvan medley of ‘Green Tea’ and ‘Cool Water’ roses, scabiosa, hydrangea, tulips, ergynigum, and lycopodium.

APRIL 2014 55

AUGUST 2010 56


At left, a forest of tall birch branches,

lichen branches, and reclaimed wood serves as a “Wishing Tree”: guests pick up the little wooden hearts, write wishes, and hang them on the “tree.” Twigs, flowers and foliage are arranged in a 27inch Raquette foam holder wrapped in bark ribbon. As special favors, mini pine trees are planted in pots, nestled inside a wooden crate; to each little tree is attached a thankyou written on a wooden disk. At right, faux fur adds a delightful texture to an alternative or bridesmaid’s bouquet. Joyce used a furry wine-bottle holder, cutting it to the right size and slipping it up around the base of the bouquet holder, then gluing it into place. It makes a beautiful contrast to the blue and green bouquet of hydrangea, carnations, and muscari. b

APRIL 2014 57

what’s in store

LOVELY IN LAVENDER With a scalloped rim and elegant curves, this hand-blown, limited-edition vase will be promoted for Mother’ Day as part of Teleflora’s Lavender Grace Bouquet, but is designed to complement a range of seasonal and everyday bouquets. Call 800-333-0205 or visit

LOOK MA, NO HELIUM! Here’s a solution to the helium shortage: The Air-Filled Centerpiece Kit from Premium Balloon Accessories. The kit comes in two versions, one for foil balloons, one for latex, which can also accommodate a center foil balloon. Instructions for using the kit can be seen on YouTube. Call 800-239-4547 or visit


THE CUTTING EDGE Now available in the U.S., Japan’s number-one floral shears are made with cutlery-grade carbon steel blades (rather than stainless steel) and then protected with a coat of polymer for easy maintenance. Designed for sharpness, efficiency, durability and comfort, Ohana shears promote productivity for designers and longer vase life for flowers. Call 800-778-4033 or visit

A STYLISH SLICE Cake stands, both round and squre and dripping with crystals, are among the many trend-sensitive decorative accessories in the latest catalog from CBK—the home décor brand that is now being promoted on its own, though still associated with its sister company for holiday and seasonal décor, Midwest Seasons. Call 800-394-4225 or visit

Mar_2014_profitboosters-SHIP.indd 62

1/21/14 10:55 AM

APRIL 2014 59

In a new monthly column, TeamFloral founder Dan McManus talks with successful shop owners about their strategies.

by Dan McManus

Getting a handle on pricing has been one key to this shop’s turnaround success. WHEN MARY LECHLITER took over her family shop a few years ago, the outlook for the business was grim. But last month, the folks at Lea’s Floral—including Mary’s father, brother and sons—celebrated a very profitable year, with modest growth. It happened to be the shop’s 55th anniversary. Although Mary had never run a shop before, she had talent and determination. By the time she came to TeamFloral for help, the shop was doing better, but it was still running almost $6,000 per month over in fresh COGS (cost of goods sold) and $2,500 per month over in payroll. Even with these overages, the shop was still managing a 5% profit. Mary’s goal was to triple that. One year later, the shop’s profit had doubled. Today Mary is well on her way to reaching her 15% goal in 2014. The advances did not come easy for Mary but the consistent improvements kept her motivated. I recently asked Mary to talk about how she accomplished this. What was the biggest hurdle you had to overcome in becoming more profitable? Pricing arrangements. I began looking at every part of the arrangement—every flower, every piece of foliage, the container, any supplies and not forgetting to include 20% for labor! Next, it was getting the staff emotionally ready to change long-held practices. We had to begin pricing out every item. Because we had been overstuffing, the correctly priced arrangements didn’t look the same. Our designers had to learn how to design for perceived value. It is harder to design to a budget, so it takes more skill and education. When I came, no one was writing down the individual items that go into an arrangement. They weren’t adding labor. Once we began itemizing each individually and got the staff to design for perceived value, we became profitable again.

60 www.flowersandmagazine.comersand

What figures do you track manually? I’ve learned to check the pricing on every item that comes through the door. This involves examining every invoice from fresh products to floral supplies to plants. I always check pricing and then make the mark-up. The other item I keep a close tabs on is fresh COGS— every week. Over the past few years, we have struggled with this cost area. The team has come close to meeting goal but then it slips away. It takes vigilance.

customers give their loved ones gifts that make them feel special. There is a unique satisfaction to finding an item they absolutely love. We work hard to personalize every purchase. What’s the worst thing? It is really hard for me to be “the bad guy” with employees. We are all so close. It feels awkward sometimes but, if I don’t do it, who will? Someone has to be the leader. The other really hard thing about running a business is hearing all the economic doom and gloom. What happened to the time when we all saw natural growth in sales?

What tasks do you always do yourself? I like to pay the bills myself. It keeps me in touch with the costs for everything. I compare my numbers to the TeamFloral benchmark reports every quarLea’s Floral Shop, ter to see where I need to put East McKeesport, Pennsylvania more emphasis. I also study the year-end numbers. I basiMary Lechliter cally take care of all numbers 2012 2013 except for the taxes. Annual sales $805,816 $824,170 What is the best task you’ve Profitability 5.2% 10.7% delegated to someone else? Payroll percentage 34.4% 31.4% Facebook, no question! Flower COGS percentage 46.1% 42.3% What employee incentives Average web sale* $64.76 $88.45 do you offer? Average shop sale* $72.63 $74.36 We don’t have a lot, because Median income of population in East McKeesport: $57,369 I like to keep it simple. One * includes tax and delivery of the most fun was last Valentine’s Day, when I asked POS system: Daisy a designer to make a $500 Web host: Teleflora with TeamFloral Template arrangement. I taped a $50 Website: bill to the order sheet so that whoever sold it could pocket the cash when it sold. The response was fantastic. It made all of the salespeople and designers try to What are you really passionate about? sell it all day long. They continually upsold My family and the shop. I want to make sure everything, trying to reach that high. Almost that the business is here for them… and for every order we sold that day was higher. The the next generation. It almost wasn’t, and I $500 design was eventually sold by our will never forget that. In the past two years, I youngest employee. The contest made the have learned so much about what it takes to day a little more fun. run a successful retail shop. Now that I have the confidence to get it done, it is becoming What’s the best thing about being a shop really fun. owner? I love being able to control my work and my What sets your shop apart from other life. I love being hands-on and accomplish- shops in your area? ing my goals. I also love being able to help I have to say that it is incredible customer ▲

profit boosters

profit boosters care. It is more than just good service. We focus on personalizing in every situation that allows it. We are constantly asking questions such as, “What’s your mom’s favorite color?” Or, “does she likes butterflies?” We are all about making customers feel special and that takes being interested in their lives. I also encourage and rely on customer complaints. When something goes wrong, we take care of it—but more importantly, we use that as a learning opportunity. What’s the most difficult thing you found when you began increasing your sales? Getting our staff to believe that it could be done. They all thought, “In our area, we can’t sell flowers for that much. It will never work.” But with support and repeated training, they built their own confidence up, and before long they were selling arrangements for $70 or $100. I found out that our customers wanted premium products. We just had to get the sales team comfortable.

62 www.flowersandmagazine.comersand

Were there any unexpected benefits of seeing your average order grow? It was a crucial move for our shop to grow, so increasing our order value was not optional. But along the way, there were unexpected things. One was being able to stock new, nicer products in the store. Once we had some control over what was being sold,

we could take more chances on the buying side. And this led to more upscale merchandise—not just the basic. I was also surprised at how getting premium arrangements into the community built our reputation with customers that prefer higher-end products. What is it you do now that helped turn

the shop around and that you would never stop doing? Knowing what numbers I need to track and keeping on top of them. When we make more money, we spend money. As we get comfortable with higher sales, I get lax and am tempted not to keep track of the fresh COGS. But I have learned to keep my thumb on every part of the business that has the potential to leak profit. We get busy and it is easy to make excuses to back off tracking—and that is when we slip back to old habits. I know my ratios and measurements; I just have to remain vigilant about watching them. What is the most important advice you can give to another shop owner? You truly do have to be hands-on in all aspects of your business. I like numbers and my reports can tell me a lot, but the numbers do not make the changes needed. You can’t be timid: you have to be willing to control your own business. b


Maximize Profits... Minimize Labor Now, YOU can make quality garland, expertly, quickly, cheaply.

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APRIL 2014 63

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. LEMON CLOUD,

GATSBY GLITZ, pages 52-54

pg 41

pages 40-43

ON THE COVER Pale peach ‘Juliet’ and light pink ‘Miranda’ David Austin garden roses, Alexandra Farms.

FOCUS ON DESIGN, pages 10-11 Crinkle Paper, Accent Décor.

PRINCIPLES & ELEMENTS, page 14 Mitsumata, wool fabric, and crushed glass, Accent Décor.

WEDDING WOW, pages 36-57

Print Geometric Rio Maize tablecloth, Matte Satin Rio Maize (solid yellow) tablecloth and napkin, and dupioni silk silver chair cap, Wildflower Linen. Jeweled buckles and ornaments, Gleaming Leaves, Rock Candy Collection bracelet, Dazzleline Chain, and Spectacular Leaf Spray, Fitz Design. Ribbon (including four-inch flocked medallion dupioni silk, four-inch ticking stripe, one-inch Vichy dove gray, lemoncolored double-faced satin ribbon, and mustard-yellow tape measure ribbon), D. Stevens. Clear glass cylinders, Accent Décor. Clear Deco Beads, JRM.

Garden roses throughout, including David Austin varieties, Alexandra Farms. Peonies, dahlias, and other premium flowers, Florabundance. Stephanotis on the vine and gardenias, Kitagawa Nursery.

David Austin ‘Patience’ garden roses, Alexandra Farms. Paillettes tablecloth in silver, Chloe Double Ruffle Organza tablecloth in black, and frothy Laura tablecloth in white, Wildflower Linen. Stephanotis on the vine and gardenias, Kitagawa Nursery. Jeweled ornaments, Lacey Leaves in silver, and Diamond Wrap, Fitz Design. Glass Crystal Diamonds, Jamali. Stay-Fresh stems, Stemson’s. Clear Deco Beads, JRM.

FEATURED SUPPLIERS Accent Décor, Inc. Call 800-385-5114 or visit Acolyte. Call 888-ACOLYTE (226-5983) or visit Alexandra Farms. Visit D. Stevens LLC. Call 888-582-9915 or visit Fitz Design. Call 800-500-2120 or visit Florabundance Inc. Call 800-201-3597 or visit Floral Supply Syndicate. Call 800-347-9994 or visit

TIFFANY SHORES, pages 44-47

LET’S GO GLAMPING, pages 36-39

pg 39

‘Baronesse’, ‘Pink Piano’, ‘Bridal Piano’ and ‘Voyage’ garden roses, Alexandra Farms. Ottoman Wheat heavyweight cotton tablecloth, Wildflower Linen. Containers in silver vintage glass style and canning jars, Floral Supply Syndicate. Galvanized square and planter, Syndicate Sales.


pg 45

‘Caramel Antike’ garden roses, Alexandra Farms. Nu Silk Baja Turquoise and Matte Satin Cashmere linens, Wildflower Linen. Artificial hanging sedum plant, Pioneer Imports. Concept Cubes in turquoise, Accent Décor. Crazy Vine Round Wall Decor, Palecek. Sandblasted grapevine, Florabundance. Glass gems in ice blue, Floral Supply Syndicate. Turquoise Luster Glass Nuggets, Jamali.

pg 52

Jamali Garden and Floral Supply. Call 212-996-5534 or visit JRM Chemical. Call 800-962-4010 or visit Kitagawa Nursery. Call 805-684-5212. Palecek. Call 800-274-7730 or visit

Pioneer Imports & Wholesale. Call 888-234-5400 or visit Plus One Imports/A Division of the Garcia Group. Call 800-241-3733 or visit Save On Crafts. Call 831-768-8428 or visit Schusters of Texas. Call 800-351-1493 or visit Smithers-Oasis. Call 800-321-8286 or visit Stemson’s. Call 800-44-STEMS (447-8367) or visit Syndicate Sales. Call 800-428-0515 or visit TK Ribbons and More. Call 877-862-2037 or visit Wildflower Linen. Call 866-965-7775 or visit

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.

JULY 25-27, FRANKFORT, KY Kentucky Florists’ Association, Annual Convention, Capital Plaza Hotel. Visit



pg 51

pages 48-51 Bright pink ‘Baronesse’ and David Austin white ‘Patience’ and peach ‘Juliet’ garden roses, Alexandra Farms. Charmeuse tablecloth in cinnamon, Wildflower Linen. Hanging faux crystal garland and artificial succulents (plastic sedum pick in green and brown and aeonium pick in burgundy), Pioneer Imports. Moderne Vase glass rectangles, wired wool, hanging clear Bling Jewelry, Miriam teardrops and Water Drop Vases, Accent Décor. Manzanita branches, Schusters of Texas. Floralyte LED lights, Acolyte. 27-inch Oasis floral-foam Raquettes holder and Iglu holder, Smithers-Oasis. Glittered lace polyester ribbon for veil, TK Ribbons.

FloraMart Spring/Summer Market (closed June 15 in honor of Father’s Day). Contact for details.

JUNE 10-11, CHICAGO, IL SAF Retail Growth Solutions: A Mini-Conference for Florists. Call the Society of American Florists at 800-336-4743 or visit

JUNE 18-24, DALLAS, TX Holiday and Home Expo (temporary exhibitors, June 19-22), Dallas Market Center. Call 800-DAL-MKTS or visit

JULY 3-7, CHICAGO, IL AIFD (American Institute of Floral Designers) National Symposium, Hilton Hotel. Call 410-752-3318 or visit

JULY 7-18, ATLANTA, GA FloraMart Spring/Summer Market. Contact for details.

JULY 8-15, ATLANTA, GA Atlanta International Gift & Home Furnishings Market (temporary exhibitors, July 10-14), AmericasMart. Call 800-ATL-MART or visit

JULY 12-15, COLUMBUS, OH AmericanHort Short Course, Greater Columbus Convention Center. Call AmericanHort (formerly OFA) at 614-487-1216 or visit


INNER FOREST, pages 55-57

pg 56

Bunya tablecloth in green, Wildflower Linen. “Wedding” and “Wishing Tree” arrow signs and mini woodtone hearts, Save On Crafts. 27-inch Oasis floral-foam Raquettes holder, Smithers-Oasis. Bark ribbon, Plus One. Tall birch branches, Schusters of Texas. Vintage Crate with pots, reclaimed wood, and wood slices and wood disks, Accent Décor. Silver Fox fur wine-bottle holder, D. Stevens.

Chicago Gift Market (temporary exhibitors, July 19-22), Merchandise Mart Plaza. Call 312-527-7561 or visit

AUGUST 13-16, MARCO ISLAND, FL SAF Annual Convention. Call the Society of American Florists at 800-336-4743 or visit

AUGUST 16-20, NEW YORK, NY NY NOW Home and Lifestyle Market, Jacob K. Javits Center. Call 800-272-SHOW or visit


APRIL 6, GREENSBURG, PA Western Pennsylvania Unit, Wedding Designs with Tim Farrell, DBEC Wholesale. Call John Lechliter at 412-475-3004.

SOUTH CENTRAL REGION APRIL 6, KENSETT, AR Arkansas Unit, Everyday Designs with Tom Bowling, Betty’s Wholesale. Call Monroe Cranford at 501-847-8511.

APRIL 6, ST. LOUIS, MO AIFD South Central Regional Design Forum (“Wedding Magic”), Baisch & Skinner Linda Kay Learning Center. Call Frankie Peltiere at 314-740-0338, email, or visit

JUNE 5-6, JACKSON, MS Mississippi Market Wholesale Show, Mississippi Trade Mart. Call 888-886-3323 or visit

JULY 18-20, AUSTIN, TX Texas State Florists’ Association, Annual Convention, program includes Tropical Hands-on Workshop (7/18) with Gerard Toh, Salute to Education (7/19) with Rich Salvaggio, Tropical Designs (7/20) with Gerard Toh, The Renaissance Hotel. Call Dianna Nordman at 512-834-0361 or visit

SOUTHEAST REGION APRIL 4-6, ST. SIMONS, GA AIFD Southern Conference, Sea Palms Golf and Tennis Resort. Call 410-752-3318 or visit

APRIL 6, LIBERTY, NC North Carolina Unit, Wedding Designs with Vonda LaFever, Hardin’s Wholesale. Call Tracy Snelbaker at 704-357-1308.

WESTERN REGION APRIL 6, PORTLAND, OR Oregon-SW Washington Unit, Everyday Designs with Susan Ayala, Shibata Floral. Call Patti Greene at 541588-0190.

APRIL 1, FLINT, MI Michigan Unit, Weddings and Sellable Events with Tom Bowling, DWF. Call Waneita Bovan at 810-686-4950.

APRIL 2014 65

advertiser links To access our advertisers’ websites, go to and click on “Advertisers in This Issue.”

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2, 33



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15, 34



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wholesaler connection ARIZONA PHOENIX Conroy Wholesale Florist The Roy Houff Company CALIFORNIA FRESNO Designer Flower Center INGLEWOOD American Magazines & Books OAKLAND Piazza International Floral SACRAMENTO Flora Fresh SAN BERNARDINO Inland Wholesale Flowers SAN DIEGO San Diego Florist Supplies SANTA ROSA Sequoia Floral International FLORIDA PENSACOLA American Floral Wholesale of Pensacola Carlstedt’s, LLC GEORGIA OMEGA Hornbuckle Wholesale Florist HAWAII HONOLULU Flora-Dec Sales ILLINOIS CHICAGO The Roy Houff Company NORMAL The Roy Houff Company WHEELING The Roy Houff Company

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