Flowers& DECEMBER 2013 $5.50
www.MyTeleflora.com
Hearts &Flowers 12 WAYS TO ARRANGE A DOZEN ROSES PG 22
VALENTINES FOR THE ONE AND ONLY PG 34
GERBERAS, SIMPLE AND STYLISH PG 48
features
DECEMBER 2013
39 14
Grower Profile: Dramm & Echter Look to this California farm for a wide mix of intriguing blooms. by Bruce Wright
22
Love You Times Twelve A dozen roses a dozen different ways. Floral design by Gerard Toh AIFD Photography by Ron Derhacopian
34
Like None Other Valentines designed to stand out from the crowd. Floral design by Susan Ayala AIFD, PFCI Photography by Ron Derhacopian
56
Read, Look, Learn, Do Three outstanding floral design books from 2013.
4 DECEMBER 2013
On the Cover A heart shape made of flat wire frames and reinforces the rich red color of a dozen red roses, planted in an antique-glass vase. For howto notes on this design, visit www.flowersandmagazine.com. For more Valentine designs by Gerry Toh AIFD, turn to pages 22-33.
contents 10
Focus on Design A Sheltering Structure for Roses By Rich Salvaggio AIFD, AAF, PFCI
12
Creative Edge Product Series: Bamboo Card Holders By Hitomi Gilliam AIFD
48
Fresh Focus
12
Gerberas By Bill McKinley AIFD and Bruce Wright
51
50
Shop Profile Park Florist, Takoma Park, Maryland By Bruce Wright
60
Index to Flowers& 2013
62
Where to Buy
63
Industry Events
64
What’s in Store
65
Net Effects You Can Do It! By Sarah Botchick
67
Advertiser Links
68
Wholesale Connection
11 Flowers& Volume 34, Number 12 (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
6 DECEMBER 2013
©
2013 by Teleflora. Printed in U.S.A.
Florist.s Best Friend-
Floral Delivery Trays EASY LOAD
NO SPILL
LIGHT WEIGHT
Flowers & teleflora.
Publisher
Rich Salvaggio
AIFD, AAF, PFCI
rsalvaggio@teleflora.com Editor Art Director National Advertising Director
48"
Elinor Cohen Bill McKinley
•
Large, flat surface, available by moving pins to storage at sides.
x
•
No special places; load in the order you wish to deliver.
•
No tip-overs or broken ends-saves load and unload time.
AIFD
U.S. Subscriptions
800-321-2665
Foreign Subscriptions
818-286-3128
Advertising
800-421-4921
48". 33 Ibs. Pins included.
Light·weight, high-impact plastic. Size
Carrier is adjustable to any size (removing or adding blocks as needed).
Peter Lymbertos
Contributing Editor
One carrier holds an average of 20 to 30 arrangements. •
Tony Fox
Publication Coordinator
Floral Delivery Tray or Floral Carrier!
•
Bruce Wright
On the Intemet
www.MyTeleflora.com www.flowersandmagazine.com
SEMINOLE 3710 Sipes Ave, Sanford, FL 32773
1-800-638-3378. Fax 407-322-6668 outside u.s.A. 407-321-4310 PATENTED 30 Day Mfg. Satisfaction Guarantee!
ADVISORY BOARD
www.seminoleds.com
Teleflora Education Specialists Susan Ayala AIFD. SAO Professional Design, Lorna Linda, Calif., Tom Bowling AIFD, PFCI,
G !�:!l�:'1!t-d �t��ewra,/
��tn, vaJtPJu4,
���
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
Gilliam AIFD, Vancouver, B.c., Canada, Bob Hampton AIFD, AAF, PFCI, Dallas, Texas, John Hosek AIFD, PFCI, Surroundings Events and Floral, Verona, Wisc., Alex Jackson AIFD, PFCI, Phoenix Flower Shops, Phoenix, Ariz., Vonda LaFever AIFD, PFCI, Niceville, Fla., Joyce Mason-Monheim AIFD, PFCI, AZMF, Tucson, Ariz., Darla Pawlak AIFD, PFCI, 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.
EDI TORIAL COUNCIL 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., Wilton 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.
Customer address,
service:
please
write
For to
service Flowers&,
on
your
P.O.
magazine
Box
16029,
subscription, No.
including
Hollywood,
CA
change of
91615·9871,
enclosing a recent address label. For faster service, call 818·286-3128; Teleflora members call
800-421·2815.
�. 8 www.flowersandmagazine.com
til
WI"'SA
focus on design Floral design by Rich Salvaggio AIFD, AAF, PFCI
Photography by Ron Derhacopian
For product information, see Where to Buy, page 62.
A sheltering structure for roses adds volume and value—and it’s easier and faster than it looks. “A dozen roses” takes on added romance inside a rhinestonestudded cage of midollino, sprouting from a soft cloud of Queen Anne’s lace.
2
3 1 Dazzling 1. D li Dots—adhesive D t dh i jjewelry l ddots—can t be added to midollino in advance. Midollino comes in different lengths from different suppliers; you may need to cut your midollino to the desired length, depending on the height of your roses. 2. For this particular design, the impact of the ‘Splendid Renate’ roses is enhanced by removing most of the foliage. Insert them into foam in a bowl—here, Teleflora’s French Country Pot. The foam can be quickly and easily covered with dyed reindeer moss.
1
3. Short stems of Queen Anne’s lace create a simple, softly romantic basing for the design. 4. Insert the midollino all around. Bring the individual strands together at the top, gently “crack” them so they bend inward, and interweave them until they hold. Be aware that midollino absorbs moisture and softens in the cooler; you may also wish to secure the tips of the midollino with Bindwire. b
10 www.flowersandmagazine.com
4 DECEMBER 2013 11
creative edge Floral design by Hitomi Gilliam AIFD
Photography by Philippe Martin-Morice
For product information, see Where to Buy, page 62.
Sometimes you can find the most interesting design accessories by using a familiar tool in a new way. Bamboo card holders can of course be used to hold cards, but they are also a fun and economical building material for quick armatures. Made from a renewable resource, they come in nine- and 18-inch lengths.
Horizontal A rectangular ceramic vase was filled with foam three-quarters of the way up; then the foam was covered with black river pebbles and filled with water for a natural look. The bamboo card holders were inserted into the foam. About half of them have water tubes attached; the water tubes hold all of the flowers and foliages in this design. 12 www.flowersandmagazine.com
Vertical For the design at left, bamboo card holders were first attached randomly with UGlu Dashes to the outside of a clear glass cylinder, then wrapped tightly with bullion wire to secure them. Water tubes were glued to the vase, even with the rim, to hold most of the flowers in this design. This design shows how the card holders can not only provide mechanics but also serve as organic design elements, mimicking fern curls.
A low centerpiece An armature was created by crisscrossing bamboo card holders and securing them with UGlu dashes and Bindwire. Blue midollino is also woven through the armature to create more visual flow. A low glass bowl accepts the flowers dropped into the heart of this structure to create a low carpet of richly textured color. b
DECEMBER 2013 13
Grower Profile:
Dramm & Echter
Look to this California farm for a wide mix of intriguing blooms. Text and photography by Bruce Wright
Of the many flower farmers in the U.S. who were growing staple flowers—carnations, spray mums and roses—back in the 1970s, relatively few are still around today. Those who are, like Dramm & Echter, are here because they have never stopped innovating and adapting to the market. They are always searching for new crops and strategies to make sure they can meet their customers’ demands for quality and value. Dramm & Echter is still growing roses—including a stylish selection of spray roses, with larger, abundant blooms that open up garden-style. But today the farm is perhaps even better known for high-quality gerberas and lilies. Another new specialty is bright and SECOND GENERATION Dramm & Echter was founded in 1972; Bob Echter has been in charge since 1995.
14 www.flowersandmagazine.com
grower profile sturdy dahlias, supplied nearly year-round. Visitors at the Dramm & Echter website (www.drammechter.com) will find many more up-and-coming flower varieties, from succulents and mini callas to frilly orlaya and chocolate lace. One factor in this company’s success is certainly its prime location on the southern California coast. The combination of abundant sunlight and cool ocean breezes makes it just a little easier to grow flowers with strong stems and long-lasting blooms.
The farms are also conveniently close to the San Diego International Floral Trade Center in Carlsbad. In addition, Dramm & Echter works with partner farms farther inland, as well as north and south, to offer its customers a still more diversified flower list that includes wax flower, proteas, leucadendrons, delphinium, larkspur, anemones, sunflowers, ornamental grasses, and such unusual crops as berzelia, genistra, and eriostemon. But a great location isn’t enough all by itself. Experience helps. Launched in 1972 by Gene Dramm and James Echter, the company is run today by second-generation grower Bob Echter, who took over in 1995.
Dramm & Echter Location: Encinitas, California Founded: 1972 Specialties: gerberas, lilies, spray roses, dahlias, and a wide variety of specialty flowers Size: 43 acres, 105 employees Owner: Bob Echter www.drammechter.com
16 www.flowersandmagazine.com
COLORFUL CROPS Gerberas are a specialty for Dramm & Echter, which also grows many other cut-flower crops, including lilies (bottom left), and works with partner farms to supply many more. The farm’s sophisticated, scientific approach to crop care includes a computer-controlled watering system that can be fine-tuned to the differing needs of specific varieties, and daily inspection by workers who place color-coded flags in areas that might need special attention, including the release of beneficial bugs to keep pests under control.
grower profile Bob provides the vision and direction that have kept Dramm & Echter ahead of the game. It's also significant that the company has a well-trained workforce with low turn over. "It makes a lot of difference that we have some employees who've been here almost since the beginning in 1972," says sales manager Mike Mooney. DOING GOOD, DOING WELL
How many of the cut flowers in your shop came from plants that were grown from seed? Relatively few. Most came from plants that were propagated via tissue culture---a technology that
promotes high-quality, disease-free, genetically uniform plants. It's something like tak ing a cutting-except that propagators begin with very small samples of plant tissue. "It's a tiny white thing that looks like a Q-tip," says sales manager Mike Mooney, describing the slivers of gerbero tissue that are typically shipped to the propagation facility at Dromm & Echter in iglu-shaped, ice-chest Styrofoam boxes from a laboro tory in South Africa. (The original genetiC material comes from a plant breeder in
When
you buy flowers it's nice to know that they are as free as possible of pesticides, and that in other ways they have been raised in an environmentally responsible manner. The Dramm & Echter example shows that envi ronmental responsibility goes hand in hand with high quality-and that it actually makes good business sense. Case in pOint: Like many other California growers, Dramm & Echter has long made a practice of controlling pests in the green house by introducing other, beneficial bugs as predators. Usually Integrated Pest Man agement, or IPM, as the practice is known, is combined with minimal, targeted use of pesticides. If you walk around a Dramm & Echter greenhouse, you'll see yellow pest strips here and there-and also color-coded flags. The flags signal to workers an area that needs more beneficial bugs, or, per haps, a targeted application of pesticide spray. "We have scouts who come in first thing in the morning, because that's when the bugs are the most dormant so you can see them more easily," says Mike. "The scouts put in about 300 hours a week doing just that. It adds up to be a lot but it's part of the effort to keep pesticides to a minimum." In September of 2012, the gerbera green houses at Dramm & Echter were subject to an infestation of leaf miner that became re sistant to any chemical control. (For more about leaf miner, see this month's Fresh Focus on gerberas.) "We had to scramble to find new ways to control it," says Mike. "We found them, and they're all related to beneficial bugs"-which is better for the long term, because leaf miner is unlikely to evolve faster than the bugs that help control it. "The plants are recovering, so the out come has been great," as Mike noted last summer-"the learning curve, not so much." Last year, production was down 30 percent 18 www.flowersandmagazine.com
TALES FROM THE NURSERY
the Netherlands.) The farm is unusual in having its own propagation division, which is run as a separate business. That's because plant propogation requires a much more carefully controlled environment than simply growing flowers. Most flower farmers, therefore, purchase their young plants from a propagator. And indeed, D&E Propagation supplies rooted and hardened tissue-culture plants, not only to the Dromm & Echter greenhouses, but to other flower growers as well. "We actually propagate gerbero daisies, for example, for our competition," says Mike. The propagation greenhouses are warmer than the green houses used for growing already-rooted plants, and they must be kept absolutely sterile. The first stage for newly arrived slips of tissue is like an incubator: warm, wet, and shaded. Grodu ally the baby plants, each in its own "jiffy" pot, are moved to slightly harsher environments-from 80 or 90 degrees Fahrenheit, say, to 70 or 80 degrees. At eight weeks the tissue becomes a plug; in another four to five weeks it is ready for the greenhouse. Propagators
have
to
make a big investment in equipment and expertise. So why do it? "We're good at it," says Mike. "And it gives us an edge with varieties. Because we're a rooting station for the top breeders, if they have a new variety, we're usually the first to know about it." Clearly, when D&E Propagation supplies young plants to Dromm & Echter, there are also factors of efficiency and quality control to be considered. But when the plants go to other growers, Mike muses, "The funny thing is, we never really own them. The breeders own them, and the customers consign them. We're just a station that puts roots on them, as basic as can be."
grower profile during a key period when the company was gearing up for prime gerbera season in the spring. This year, thanks to a quick rebound, the prospect is for a bumper crop of healthy gerberas, grown with even fewer chemicals than before. Dramm & Echter was able to replace any gerbera plants that were lost altogether quite promptly with mature plants, ready to bloom, thanks to its in-house propagation operation (see “Tales from the Nursery,” page 18). Likewise, water conservation is a strategy that makes both good environmental and business sense in the dry state of California, where water is scarce and expensive. “Everyone does it now, but Bob Echter was a pioneer with his water-recycling program,” says Mike. It’s an impressive thing to see in action. Runoff from the hydroponic flowerbeds is actually captured, sterilized, mixed with city water, and purified using reverse osmosis technology before it is mixed with nutrients and re-used. Over the years the farm has mostly switched from field growing to hydroponics, where plants are grown in a soilless medium like rockwool, and all the nutrients are supplied with the water. Hydroponics allows a high degree of efficiency and control. But where flowers are grown in soil, even the soil is re-used—after being steam sterilized to protect against soil organisms that could otherwise damage the health of the plants. The scientific approach is characteristic for Dramm & Echter—and indeed, modern, top-quality flower farms can at times seem like laboratories or factories. At the same time, growing flowers still requires a human touch: an insider’s knowledge and plenty of individual attention to the plants. For example, Dramm & Echter watering systems are automated, governed by a pressure sensor that is subject to computer control—but some varieties may require a little more or less water than others, and that’s where a manual adjustment has to be made. THE GARDEN TREND A new crop at Dramm & Echter is going gangbusters: dahlias. “We’ve grown the program four times larger than it was just a year ago,” says Mike, “and we want to do more.” The dahlias in question are of the type known as Karma, which can be produced year-round 20 www.flowersandmagazine.com
(for more about these dahlias, see the July 2013 issue of Flowers&). What makes them so popular? “They’re easy to design with, more compact, longlasting, easy to market, easy to ship,” says Mike. “There will always be a market for the older, bigger, floppier, dinner-plate dahlia, but those are definitely not easy to ship. The Karmas are uniform, always 16 in a bunch, and they always arrive in beautiful shape. Plus, for weddings—you can get them in Arizona when it’s 110 degrees.” Spray roses are another on-trend focus for Dramm & Echter. “We’re doing spray roses with more blooms and with a gardenstyle, cabbage-type shape and texture,” says Mike. “We’re seeing that people are moving away from a concern with stem length. With standard roses, typically the bigger the stem, the bigger the head, but with sprays that’s not the case. Years ago, all the stems had to be 60 centimeters. And the heads had to be in the traditional tight shape. We’ve gone from a cut stage 1 in the Colombian standards to a cut stage 3½. That means all of our sprays are more open, and the buds coming behind them do also open.” ON THE BUCKET LIST “An open cut lends itself to bucket delivery,” Mike points out. “Those go hand in hand.” Shipping in water is a trademark for Dramm & Echter. “Fortunately there are many trucking companies that will take production in buckets as far as Salt Lake City, Phoenix, Las Vegas, Tucson, up the coast—these are all markets that are serviced.” Dramm & Echter prides itself on coldchain management and healthy practices for packing and shipping. Shipping in buckets makes it easier to keep flowers cold, and there is less handling. “When customers have the option, nine out of ten go for the buckets,” Mike claims. “They say it lasts longer.” And at Dramm & Echter, nothing is more important than listening to customers. It’s one of the things that have kept the company going, growing, and changing for more than 40 years. b
GOOD KARMA Along with gerberas (‘Bayadere’ is the distinctive pink and white variety second from the top), Dramm & Echter grows spray roses (top photo), standard roses (bottom photo), and the very popular, year-round Karma dahlias.
A dozen Love roses a dozen You different Times ways. Twelve For product information,
▼
Floral design by Gerard Toh AIFD
LET’S CURL UP TOGETHER
Photography by Ron Derhacopian
see Where to Buy, page 62. Equisetum curls and the friendly
faces of pink cymbidium blooms form a playful counterpoint to bicolor pink and white roses, framed within a white box container. The container is constructed with an interior glass rectangle. Inside the rectangle, Gerry created compartments by wrapping two rectangular slices of wet floral foam in ti leaves—one for the cymbidium spray, the other for the roses. The wrapped foam slices are wedged into place along with pink crushed glass; the equisetum curls are secured with corsage pins.
CRYSTAL FLAIR
Monstera leaves, inscribed on one side with a
pattern of hearts made with a metallic gold pen, add a custom, handcrafted touch to a dozen light pink roses, bound high up on the stem bundle so they flare out from a collar of green carnations. The upper monstera leaf receives extra support in the back from rolled ti leaves, all incorporated as part of a hand-tied bouquet, bound with gold aluminum wire. Amber gems are glued to the leaves and nestled at the bottom of the diamond-cut crystal vase, along with clear plastic “raindrops,” for a beautifully textured blend of crystal and gold.
22 www.flowersandmagazine.com
DECEMBER 2013 23
Love You Times Twelve
24 www.flowersandmagazine.com
SOPHISTICATED INNOCENCE
At left, pink midollino flower shapes add a bright and
airy accent to a delicious pink and green bouquet; along with pink crushed glass in the base of the footed crystal vase, they bring out the delicate pink tone of half a dozen roses. The remaining flowers and foliage bring a variety of textures and graceful lines to the bouquet. Be aware that when midollino is placed in the cooler, it may absorb moisture and drop from its original position.
ETERNAL FLAME
Above, rolled ti leaves echo the curling, curving shape of purple callas;
together the leaves and callas form a dramatic backdrop for red roses and white hydrangea, which surround a red mirrored cube serving as a votive holder. Swirls of silver aluminum wire bring up the curves of the damask pattern on the elegant box container, while dusty miller and hanging amaranthus extend the color scheme with soft textures and draping lines.
DECEMBER 2013 25
Love You Times Twelve
26 www.flowersandmagazine.com
BLUE FOR YOU
Could hot pink roses have a more striking backdrop than a large rosette of blue-
tipped ti leaves? Gerry used exactly one bunch of ti leaves to make the rosette on the opposite page. The shorter, inner “petals” of the rosette are fashioned from the bottoms of the leaves, which he cut in the shape of the tips and air brushed with the same blue paint. The tops of the leaves are spraypainted with a stencil, made simply by cutting a notch in a piece of paper. To get a nice clean line, Gerry sprayed the bottom of the stencil lightly with spray adhesive, so it would stick temporarily to each leaf. Callas mingle with the roses; at the bottom, spray roses create a mini cascade. Loops of midollino, banded with decorative wire, reinforce the color scheme.
COME INTO MY GARDEN
For the woman, or man, who appreciates contemporary style,
cardboard insets—one covered with leaves, the other with ribbon—serve as a framing device for pink roses, perhaps reminiscient of a garden wall. They can be prepared well in advance. Magnolia leaves, used here, retain their attractive color for a long time, and eventually dry in place; a similar effect can be obtained with salal or galax, or of course leftover silk leaves. Lilies and Queen Anne’s lace soften the straight lines with an added touch of romance. DECEMBER 2013 27
Love You Times Twelve
OVER THE MOON At left, spray roses make the perfect “filler” for standard roses, floating over a fluffy base of carnations and hydrangea in a mix of pinks, peaches and cream. A white box container with half-moon cutouts and a vertical window reveals orange sand and crushed glass in the bottom of an inset glass vase. The vase fillers complete the color story while they stabilize the position of the stems.
RICHLY ROMANTIC A confection of pink roses, white lilies, and light lavender stock, surrounded by a collar of rolled aspidistra leaves, would make an impressively romantic gift all by itself; gold crinkle paper, gold crushed glass and dangling teardrop vase jewelry send the look over the top. Gerry poured the crushed glass into the vase at the bottom; then he added the crinkle paper, making strategic folds to show off the paper’s reverse side in silver. The waterproof paper sits directly in the water.
28 www.flowersandmagazine.com
DECEMBER 2013 29
Love You Times Twelve
30 www.flowersandmagazine.com
PARADISE PLANTED Searching for the perfect complement to the white and pale green roses at left, Gerry surrounded them with cymbidium orchids, leucadendron, sedum and succulent rosettes, scabiosa pods, and a variety of foliages; the effect is lush and semitropical. Materials are clustered and arranged in foam in a faux stone pot. As a final touch, he added curled stems of brown wired wool, in playful imitation of uluhe fiddlehead fern curls.
LOVE SWIRLS
To echo the ce-
ramic coils that embellish a white ceramic vase, Gerry made swirls of silver Oasis Mega wire and a swirling bundle of midollino. Together they set the stage for a semicircle of bicolor roses, their stems alternating with stems of equisetum. Gerry tapered the midollino bundle at the ends by cutting some pieces shorter than others and wrapping them all in silver aluminum wire, fashioned into decorative coils at the ends. A cup-shaped succulent occupies the center of the semicircle, surrounded by hydrangea and baby’s breath. DECEMBER 2013 31
Love You Times Twelve
32 00 www.flowersandmagazine.com www.flowersandmagazine.com
GOLDEN GLOW Peach roses with vivid edges pop against a background of ti leaves sprayed with 24 Karat Pure Gold in a pattern like rolling hills. Gerry simply cut the edge of a piece of paper in a wave form and used it as a stencil, holding it up against the leaves and dropping it down from one position to the next as he lightly airbrushed the leaves. At the base of the design, large fatsia leaves are edged with gold spray. The colors and textures are enriched with purple sweet William, orange carnations, leucadendron and rolled red ti leaves.
MOUNTAIN OF LOVE Swirls of aluminum wire and a dripping veil of beaded wire, with silver beads in two sizes, create a romantic overlay for an extravagant mound of ‘Miranda’ David Austin garden roses, plus lavender standard roses and garden spray roses, topped with frothy Queen Anne’s lace. The flowers are arranged in a vertical brick of foam, set in a utility container in the center of the pedestal bowl, which is filled with crushed glass and petals. To add the wire overlay and make sure that it stays on the surface of the bouquet, without crushing the delicate Queen Anne’s lace on the top, Gerry inserted a few sturdy flower stems into the top of the foam, rising just to the top of the flowers, as supports for the wire. b
DECEMBER OCTOBER 2013 2013 33 00
Like None Other
Valentines designed to stand out from the crowd. Floral design by Susan Ayala AIFD, PFCI Photography by Ron Derhacopian
â–ź
For product information, see Where to Buy, page 62.
34 www.flowersandmagazine.com
THE RED LINE Red Deco Dots float on the surface of the water in a long, low, clear glass container; they create an intriguing red line around the perimeter and a layer of bright color penetrated by the stems of red tulips, pink hydrangea and bright green sedum. The flower heads are supported by loops of flat cane, secured to each other with silver wire and to the container with UGlu.
DECEMBER 2013 35
Like None Other
DRINK TO ME ONLY For a wine connoisseur—or as the prelude to a romantic dinner à deux—a bottle of wine or champagne becomes a welcome and appropriate Valentine gift, dressed for the occasion. An attractive wine bag almost completes the job; the necessary finishing touch is a flourish made of permanent botanicals, starting with a red rose, and constructed corsage-style, so that it can be removed intact.
THREE’S COMPANY Any collection of similar items makes an effective display, giving customers a sense of choice. Two of the glittering hearts at right are entirely premade. Susie purchased the pink heart and planted it in a new container. She carved the red heart from Styrofoam, brush-painted it red, added the gems (gluing them on, but you could also insert red Diamante pins), covered the heart with white glue, and dusted it with red glitter. She carved the white heart out of floral foam, lightly wrapped it with anchor tape, and applied a little adhesive to the stem before inserting it and soaking the heart, which is then filled with hydrangea florets and adorned with jeweled pins. “One thing I have learned,” Susie says: “If it has glitter on it, it’ll sell.”
36 www.flowersandmagazine.com
DECEMBER 2013 37
Like None Other
FLOATING IN LIGHT Making the most of a trendy color pairing, this design combines red and teal in two shades of each, enhancing the sense of depth and dimension. The floral-foam heart is pavĂŠd with spray roses in two colors, plus brunia, and set in a glass bowl filled with Deco Beads in two closely related hues (Totally Teal and Sea Mist). Spherical LED lights sunk among the Deco Beads lend a magical, undersea effect to the finished design. OPEN HEARTED Who can resist a heart-shaped wreath, prettily framed in frilly foliage and set against a solid red heart that also serves to attach a wire hanger? The solid red heart is a craft-store find. Silver aluminum wire passes through holes drilled in the heart and also through the open-heart, plastic-backed wreath form. Ivy, seeded eucalyptus and brunia create the right texture to enhance a single row of red roses. 38 www.flowersandmagazine.com
DECEMBER OCTOBER 2013 39 00
Like None Other
40 www.flowersandmagazine.com
GLITTERING REFLECTIONS Candles and a crystalbedecked pedestal, which can also serve as a candleholder, make a sparkling keepsake ensemble, enlivened with a dome of red carnations and a garland of crystal hearts. The entire presentation comes in a low white ceramic tray filled with brilliant red crystals. The carnations are arranged in a netted floral-foam sphere, which is glued into place in the silver tray that tops the pedestal. Susie laid a piece of duct tape into the tray first to insure that the foam sphere could be easily removed later on. She glued the sphere to the duct tape while it was still dry, then soaked it.
PICTURE THIS With a frame to be prepared in advance and long-lived carnations, plus shortstemmed roses, this clever design allows for mostly doahead labor. Susie found the picture frame at a craft store, spray-painted it white, and lined the outside and the heart shape with polka-dot ribbon. To secure the frame in floral foam, she attached two hyacinth stakes with anchor tape. Finally, she arranged the carnations inside the frame, taped the stems to the back of the frame with anchor tape, and covered mechanics in the back with greenery. The base of the design is filled in with bicolor roses, hydrangea, scented geranium leaves, and pink sea glass.
DECEMBER 2013 41
Like None Other
42 www.flowersandmagazine.com
COUNTRY CHARM At left, a hobnail vase and a casual collection of garden-type flowers creates a retro, “undesigned” look; a banding of curly willow and midollino, plus sheer rosette ribbon, lends a professional florist touch. Colors and flowers are grouped together in the bouquet, which includes lavender, Queen Anne’s lace, trachelium, stock, ranunculus, callas, and dried setaria and features ‘Miranda’ David Austin garden roses.
HIS AND HERS A pair of phalaenopsis orchids gets a complementary decorative treatment in red and silver. Either blooming plant could go to a recipient of either gender, but perhaps the white orchid, with a heart wrapped in silver chain, is a little better suited for a man. Susie purchased red craft hearts, then covered them in sparkle tulle (available in a six-inch-wide bolt), plus decorative wire and gems. Decorative wire also serves to support and disguise the plant stakes.
DECEMBER 2013 43
Like None Other
LOVE GROWS
A heart-shaped container is all you need to create a heart out of succulents, which can be planted well in advance of the holiday. Susie found a sturdy, heart-shaped paper box at a craft store and painted the outside red, then applied decorative paper with a decoupage technique. She lined the box with plastic, then filled it with soil. The final touch was to embellish the design with red wire squiggles and a heart made with red bullion wire, and to outline the larger heart with wired wool, twisted together with beaded wire. With the wool and wire removed, the entire design could be planted, as is; the paper will eventually dissolve.
ROMANCE IN RED Red mercury glass makes a clear, dramatic Valentine statement—and gives you leeway to show that flowers other than red roses, or in combination with them, can be just as romantic. A cascading showpiece like this one deserves a place in your merchandising, just to demonstrate what you can do—but don’t be surprised when it gets snapped up, even with a relatively high price tag. Hydrangea in the top of the vase serves as a grid to support stems of other flowers. Orchid blooms in water tubes are suspended with silver aluminum wire, along with a strand of wired wool for added color and texture. 44 www.flowersandmagazine.com
DECEMBER 2013 45
Like None Other
46 www.flowersandmagazine.com
YOURS TO KEEP In the design at left, a doahead silver heart sends the Valentine message home and becomes a keepsake when the flowers are gone. Although it looks elaborate, it was relatively easy to make, starting with a heart-shaped wreath ring, available at wholesalers in green wire, which Susie sprayed silver before adding embellishments in silver decorative wire: aluminum wire, flat wire, beaded wire, metallic wire, and bullion. She anchored the heart simply by inserting the bromeliad through it, then added the remaining flowers.
DRESSED TO THRILL A glass cylinder swathed in braided ribbon and decorated with sparkling hearts makes a fitting container for red roses, pink carnations, green hypericum, and rolled aspidistra leaves. Susie started with a grid of clear anchor tape across the top of the cylinder. She looped the aspidistra leaves, piercing each leaf with its own stem, then securing the tip of the leaf with UGlu. Red, pink, and bright green are nicely balanced, with hearts in two colors and red sparkle tulle braided over solid pink satin ribbon. b
DECEMBER 2013 47
fresh focus By Bill McKinley AIFD and Bruce Wright
Simple yet sophisticated, gerberas are a modern classic. Yes, the flower form is something like a daisy—that icon of innocence. But gerbera colors, at once delicate and intense, give these flowers grownup allure, and put them in a fashion category all their own. Adding to their appeal, most gerberas display an intriguing textural contrast between their rows of long and short petals, and between the ray petals and the center eye. In reality, of course, each of these petals is an individual flower, and what we call a gerbera flower is actually a composite of many flowers. That’s why the botanical family to which gerberas belong, comprising such similar flowers as mums, asters, dahlias, and sunflowers, is called the Compositae. A relatively recent introduction to the florist’s stock in trade, gerberas were first cultivated less than a century ago, but they have risen quickly in popularity. Today they are considered the fifth most popular flower in the world. In Europe, mini gerberas—introduced to the market only about 20 years ago—are even more popular than standard gerberas, thanks to the minis’ strong stems and ease of use in mixed bouquets. In the U.S., however, minis have not caught on in the same way. “Here, bigger is still better,” notes California grower Ed van Wingerden of Ever-Bloom (www.ever-bloom.com), where mini gerberas make up only about 8% of total gerbera production, typical for the American market.
Where and when Where are gerberas grown? Until about three years ago, more and more flower growers in Colombia were experimenting with gerberas, notes Arthur Kramer, director of exports at Dutch gerbera breeder and propagator Florist Holland B.V. (www.gerbera.com). “The boom was 2004 to 2010,” he says. “But recently several Colombian growers have stopped with gerberas. It’s a tricky flower to 48 www.flowersandmagazine.com
grow, and it requires a big investment” in hydroponics and other greenhouse equipment, and to purchase the young plants (for more on this, see page 18). “In Colombia, the ones who are still doing it are growing gerberas on a big scale,” says Arthur—and most often selling the flowers to bouquet makers. That means, if you buy your gerberas from a wholesaler, in solid bunches, chances are good that they were grown on a farm in California or Canada. As a greenhouse crop, wherever they are grown, gerberas can be harvested yearround. But in the northern hemisphere, spring is still when the crop is most abundant and vibrant. “It’s when the days start getting longer and light intensity improves that production really comes in,” says Lane DeVries of Sun Valley Floral Farms (www.tsvg.com). “And of Gerbera course, that’s when you Gerbera jamesonii get the best flower for the best price. High production Availability: and high quality go hand year-round in hand.” Vase life: 4 to 10 days “The quality is great and the variety of colors Bunch size: sold singly or in is amazing in the spring, trays of 32-50 starting in March,” agrees Juan Carlos Aguilar of Dramm & Echter (www.drammechter.com). “In spring, our production can be more than double what it is in the winter. In summer, the numbers go down again—not because the plants are not producing, but because the growers have to do their replanting then.” A conscientious, competitive grower
When gerberas are harvested, they are typically pulled up by simply twisting the stems off the rhizome at the base, a practice that seems to encourage the growth of the next flower. At Ever-Bloom in Carpinteria, California, the stems are immediately re-cut and placed in a processing solution. A gerbera grower’s worst enemy is leaf miner, a bug that chews on gerbera leaves—which are fortunately not sold with the flowers and therefore not required to stay pretty.
will replace some of his or her gerbera plants every two or three years.
To each his own On average, a gerbera plant produces a flower a week—sometimes more, sometimes less. After two or three years, depending on the variety, the plant begins to produce fewer flowers, with shorter stems. That’s when it has to be replaced. Of course, that’s also an opportunity for the grower to start with a new variety that might offer a trendier color or longer vase life. When growers replace one gerbera variety with another, however, they also have to face a learning curve, because each variety requires slightly different treatment to thrive. Some varieties require more water than others, says Mike Mooney at Dramm & Echter; some require watering early in the morning, and others don’t. “Some varieties also need more pesticide control,” Mike continues. “The yellow ones are more susceptible, because bugs love yellow—that’s why the sticky tape we use to catch them is yellow. So in the areas with the yellow flowers we might also release a different type of beneficial bugs, and release them more often.” The biggest challenge to gerbera growers is leaf miner, a pest that loves nothing more than munching on the leaves of gerberas. A certain amount of leaf miner damage can be tolerated, “because we’re not selling the leaves,” as Ever-Bloom’s Ed van Wingerden points out. The danger is that the infestation will get so bad that it affects the ability of the leaves to photosynthesize. Fortunately, leaf miner is susceptible to biological control with beneficial insects, which in the long run may be more effective than spraying with pesticides. “We have basically $150,000 to $200,000 worth of beneficial insects here in the greenhouse at any one time,” says Ed, “so clearly, we don’t want to use pesticides any more than we have to.”
No bending Florists want their gerbera flowers sitting on straight stems. That’s a challenge in processDECEMBER 2013 49
fresh focus ing, shipping and storage, because gerbera stems are prone to bending in response to gravity. This kind of stem bending is a different issue from “bent neck” syndrome, in which the stem weakens and simply folds just below the flower head. For the former problem, growers and shippers have come up with packaging solutions. Gerberas typically arrive, not in bunches, but with single stems separated and protected by their packaging. Nets or cups help to hold the flower heads upright on the stems while they re-fill with water after dry shipping. Or, the flower heads may be held in a perforated card while the stems dangle in buckets, floating free rather than resting on the bottom where microbes collect. Even better, says Karen Tilstra from Rosa Flora Limited—the largest gerbera grower in North America, producing gerberas in the
Niagara region (www.rosaflora.com)—is to receive gerberas shipped in water, so the stems remain hydrated during transport: “We always ship in water and also in a protective card with a sleeve around it so the flowers don’t get banged around.” While gerberas are sensitive to dehydration, experts advise placing them in a shallow solution of water and flower food, because the stems are lined with tiny hairs that can transport water or solution up the outside of the stem, promoting disease. Special solutions are available specifically for use with gerberas and roses, designed to enhance water uptake and to prevent “bent neck.” Studies confirm that gerberas last longer when displayed in the cooler—and that some varieties perform better than others, regardless of how they are treated. Gerberas may require a little more TLC than other flowers, from planting through to processing and the advice you give customers on how to maintain them in the home. But it’s clear that customers think they’re worth it—and so should you. b
Types of gerberas Singles have a single row of non-overlapping ray petals and a green center eye of tiny disk petals. Doubles have a green, black, or dark red center and a double row of overlapping ray petals. Crested doubles, in addition to a double row of outer ray petals, have one or more inner rows of shorter ray petals. Spider gerberas have spiky, slender petals like the petals of spider mums. Mini gerberas, also known by the trade name Germinis®, have smaller heads, about two inches in diameter, versus three or four for a standard gerbera. The minis tend to work better in mixed bouquets and typically have stronger stems, minimizing the danger of “bent neck.” Cushion-type gerberas, also known by the trade name Gerrondo® gerberas, have so many ray petals (450 to 500) that the center “eye” is entirely covered, and the flower takes on a spherical shape.
care tips gerberas • Choose or request flowers that have at least two rows of pollen showing on the center disk. Immature flowers are less durable and more likely to wilt. • Treat with a citric acid hydration solution following manufacturer’s instructions. Transfer to a flower-food solution and condition at room temperature for two to four hours. • Gerberas have soft stems that are easily damaged by cutting with shears or scissors. Research has shown that cutting stems with a very sharp knife can double vase life. • Hanging gerberas through wire mesh so that their stem ends do not touch the bottom of buckets prevents damage to the stem ends and subsequent restrictions of water uptake. • Gerberas are sensitive to fluoride, which is present in some public water supplies and can cause petal tips to burn. • Store gerberas in a 38-42 degree F cooler with 85% humidity.
50 www.flowersandmagazine.com
White gerberas with a black eye, like ‘Kilimanjaro’, seen above as grown by Rosa Flora Limited in Dunville, Ontario, have been much in demand for weddings. But pinks like ‘Plot’ (at left) are on the rise, says Rosa Flora’s Joshua Bulk. Both varieties were on display at the World Floral Expo in New York last March. For information on upcoming shows in Boston, Chicago, and Philadelphia, visit www.worldfloralexpo.com.
shop profile By Bruce Wright
With key strategies, a small shop gets a burst of growth. SINCE SHE TOOK over Park Florist from her aunt and uncle ten years ago, Jeanne Ha has come up with plenty of ideas that have resulted in more business for the shop. But if she had to name just one, it might be this one: “We take a picture of every single arrangement we deliver,” says Jeanne, who owns the shop with her husband Dennis. “At the end of each day, we send the photos out in emails to all the people who ordered the flowers. ‘This is what we sent out today for you’, we say. ‘Thank you for your business. If you are happy with our service, please review us.’ “I get a lot of reviews this way,” Jeanne happily reports—“good reviews!” She makes
it easy for customers to write the reviews by including links to various review sites within the email. “When I started, I was really afraid that we would get a lot of complaints or criticism—mainly because we’re not professional photographers. I don’t even have a really good backdrop. So even if the arrangement is beautiful, our pictures will never look like the pictures on the Teleflora website. “But right away, the feedback was amazing. If I send 10 emails out, I usually get, on average, three back from people saying, ‘Thank you so much, I love it!’, and one even writes a positive review. So how good is that?” Taking the photographs isn’t really very hard, Jeanne insists. Yes, it takes a little time, which can be difficult at holiday times—but the shop keeps up the practice all the same, even at Valentine’s Day and Mother’s Day.
“We have a small table just outside the back door,” Jeanne explains. “On a hook next to the door I have a camera. When a design is finished, every designer knows to take a picture before bringing the flowers into the cooler. If it’s lightly raining, we still take the picture outside, because the lighting is the best there. If not, we bring the table inside. I really don’t know much about photography,” Jeanne insists; “I just bought a good camera—$500 secondhand—and we take the photo the same way every time.” Jeanne has shared this strategy with florists at Teleflora meetings and elsewhere. But so far, she hasn’t found that it’s catching on. She wishes it would—because the reason it works is, sending a photo builds trust with At Park Florist in Takoma Park, Maryland, Jeanne Ha has employed simple, inexpensive ideas to boost business. DECEMBER 2013 51
Park Florist customers, and that’s something retail florists could use more of.
Have a good listen Photos, emails, and good reviews aren’t the only reason—but business has grown “incredibly,” Jeanne says, since she took over. That includes walk-in business: the shop has a good location for it, right downtown, close to the post office. At less than 1,000 square feet, and with just four employees besides Jeanne and Dennis (all “almost full-time,” working four or five days a week) Park Florist is small. But weddings, corporate clients and special events have all been growing for the shop, along with everyday orders. The photo and email strategy is really just one aspect of a broader philosophy about taking the time to listen to customers and communicate with them. “My staff all understand this, and they are really amazing,” says Jeanne. “They ask questions and take very specific notes—like, ‘When the customer said ‘colorful’, this is what she meant.’ We’re all very detail-oriented in taking down the information. At our weekly meetings, we talk about this, case by case. Over time, this kind of attention and service builds up trust.” For example, when a substitution has to be made, a Park Florist designer always calls the customer right away, says Jeanne: “We make a suggestion based on what we know about that customer. And then, if you let them know in advance, the customers appreciate the care you are taking with the order. They’re always willing to be led.”
Getting re-started Jeanne originally came to the United States from Korea to study music. Her aunt and uncle owned Park Florist, then a moderately successful but not a growing business. They enlisted help from Jeanne and Dennis when Teleflora introduced the Dove System, and they realized they needed to get the shop on computers. “We started teaching them everything about how to use computers, and in the end they said, ‘OK, you do it.’ “They were ready to retire,” Jeanne continues. “Business was slow back then. My aunt is a great designer, but she didn’t advertise much. We had a lot of time to talk, and she taught me all about the shop and about her customers. She would say, ‘Remember, his wife only likes yellow roses.’ And I started to write everything down. “Then, a couple years later, Teleflora 52 www.flowersandmagazine.com
Park Florist
Takoma Park, Maryland Owners: Jeanne and Dennis Ha Space: 1,000 square feet Staff: six, plus holiday help www.parkflorist.us
started Dove POS. We bought the shop when they were still testing it out, and we were one of the beta testers. We transferred all that information from Rolodex cards into the system.” Besides getting the shop computerized, Jeanne made some physical changes. She had the carpet torn out and a new floor installed that allows the shop staff to slide the furniture around and change the floor plan easily. That comes in handy when the shop floor is converted to a classroom with worktables for about 10 students. The weeknight class is called “Flowery Yoga.” “We just call it yoga to convey the idea that it’s relaxing and good for you but also an indulgence,” Jeanne explains. “We serve light refreshments and wine and just let people have fun. This is one thing we’ve noticed—people today, at least in Takoma Park, are very interested in having fun.”
Town and country Park Florist’s success could have a lot to do with the nature of the market. Like the shop itself, Takoma Park is small but sophisticated, in the metro D.C. area. “We have a lot of artists here, maybe some ex-hippies, and a lot of people who commute into D.C. and Photography is one of Jeanne’s “secret weapons” in marketing the shop. Designers take a photo of every design that leaves the shop, and at the end of the day, Jeanne emails the photos. The result: Good reviews online, and increased visibility to new customers searching for a florist on the internet. A photographic portfolio (top right photo) has proven useful in marketing to corporate and event clients. Another secret weapon is the shop mascot, Taffy the cat. DECEMBER 2013 53
Park Florist have business lunches at five-star hotels,” says Jeanne. “So they are demanding, and I can respect their taste.” Far from merely a bedroom community, Takoma Park has a strong identity, expressed in a multitude of festivals—“too many, actually, in my opinion,” says Jeanne: “a jazz festival, folk music festival, porch music festival, Fourth of July parade, a home and garden tour”—even Pajama-Rama shopping days, usually right after Thanksgiving, when people come out in their pajamas to get a discount. During the annual Art Hop, the town’s main street is transformed into an arts district, with a local artist assigned to each shop. “A lot of people from other towns come for that,” says Jeanne. A farmer’s market takes over every Sunday morning—including flower vendors, of course. “I buy from them,” says Jeanne. “They have their day, and I have the rest of the week.”
Cash flow boosters Standing orders from restaurants and other commercial accounts, mainly in D.C., help to establish a weekly baseline for Park Florist. “We fill one or more standing orders, from different business accounts, almost every day,” says Jeanne. “At least once a week I go out and meet those customers. I often go out with the delivery, checking to make sure they’re happy. And on my way I always stop by and say hello at the business next door, and next door to that. Why not? They all need flowers. I get their cards, and follow up, and send them flowers of course. I tell them, ‘I do the flowers next door, go take a look at my flowers!’ ” Jeanne places her own standing orders with her fresh-flower suppliers—but she doesn’t tend to use those flowers for her commercial accounts. That’s because her own standing orders are for staples, and for business clients she wants “something different and special—high-end flowers.” She also has an account at a local hospital gift shop, with a cooler that Park Florist keeps filled with arrangements. “The flowers there sell on commission,” she explains. “They tend to be more low-end, but there is lots of traffic there, so it gives me a good flow. Every day we send out a truck-full of flowers. Here in the shop, we carry flowers from the bottom to the top, price wise. We have the full range.” For about three years now, Jeanne has been building the shop’s wedding and spe54 www.flowersandmagazine.com
cial-event business. “At first I didn’t know how to get that business, but I think it comes down to the same principle of getting good reviews. Right now it seems to be Pinterest that is drawing in wedding customers.” With the shop’s corporate accounts come corporate events. “They are totally different from weddings, and I am more comfortable with them, honestly,” says Jeanne. She has created portfolios of floral designs, essentially photo albums, which are particularly useful for selling to corporate clients. Even though she clearly is comfortable with digital media, she finds that a book with printed photographs is more convenient for clients than flipping through photos on an iPad. She makes copies of the portfolio and leaves one with the client, so they can talk and be literally “on the same page.”
What’s to come One other way that Jeanne makes her shop a place that customers love to come to is by welcoming children into the shop. Under the glass counter that divides the showroom from the work area, she has a “display” that’s really a game for kids. It’s full of toy figures, a lot of dragons and a single postman. “Look and tell me what’s wrong with this picture,” Jeanne tells the kids. “I have three kids of my own,” she says. “They all want to be florists! I love it when kids actually drag the parents into the shop. The parents are always worried about them breaking things or getting things dirty, but I tell them it’s fine, the shop has to be kidproof for my own kids. “I like having a small shop,” says Jeanne. She might eventually be interested in expanding, but if she does, rather than moving to a bigger space, she would open another small retail flower shop, “perhaps even smaller than this one. I feel like that is what I know something about. I like knowing my customers and being able to pay great attention to detail. People appreciate that and then I am having fun with it.” For the immediate future, “We try to keep changing,” says Jeanne. “I respect my customers. And I think the best way to respect them is to keep changing and learning and be able always to inspire them with something new.” b Located on a busy main street in Takoma Park, Park Florist gets plenty of walk-in traffic—but more so because of Jeanne’s community involvement, ever-changing in-store displays, and a kid-friendly shop environment.
Now We’re Everywhere... Run an Ad in Flowers& and Join Us! Call Peter @800-421-4921 www.flowersandmagazine.com
5 JULY 2010
DECEMBER 2013 55
Read, Look, Learn, Do Three outstanding floral design books from 2013.
EDDIE ZARATSIAN CUSTOM FLORALS AND LIFESTYLE By Eddie Zaratsian Hardcover, 144 pages, 11½ by 11½ inches Publisher: Stichting Kunstboek (Belgium) Price: $75 www.eddiezaratsian.com Los Angeles society and celebrity florist Eddie Zaratsian, of Tic Tock Couture Florals, has teamed up with photographer Marianne Lozano to produce a lavish art book in the European style. Eddie’s special talent lies in combining colors and textures in striking and unexpected ways: Red mokara orchids and mottled eucalyptus pods nestle among black, fibrous luffa sponges; tillandsia wraps a dry, woody petal around a garden rose; grasses, feathers, and fiddlehead fern curls weave a strange harmony. The photographs, many of them detailed closeups, capture this talent, and the printing quality is excellent, so that peacock blues pop from the page, greens glisten with life, and tawny wood tones glow.
56 www.flowersandmagazine.com
A sampling from Eddie Zaratsian’s new book features, clockwise from left: ‘Coral Charm’ peonies with roses and orchids; bundles of lavender and bear grass; peonies and dried bamboo leaves; mums, dianthus, hellebores and senecio; and celosia and viburnum berries.
DECEMBER 2013 57
Read, Look, Learn, Do
FRESH FLORAL JEWELRY: CREATING WEARABLE ART WITH WENDY ANDRADE By Wendy Andrade AIFD Hardcover, 112 pages, 11 by 8½ inches Publisher: Schiffer Publishing Ltd. Price: $29.99 www.schifferbooks.com Wendy Andrade AIFD takes the art of making jewelry that incorporates fresh flowers to new heights with this step-by-step guide. More than 400 photos show, not only finished designs in a variety of styles, but techniques that can serve as inspiration for your own designs. Though intricate and elaborate in appearance, the designs demonstrated here require nothing more than the various types of decorative wire and accessories already on hand in many flower shops, along with wire cutters, jewelry pliers, and cold glue. Fresh flowers, of course, add the finishing touch. 58 www.flowersandmagazine.com
Each of the designs seen here is accompanied by detailed step-by-step how-to shots in Wendy Andrade’s guide to creating floral jewelry.
EXUBERANT FLORAL ART by Natasha Lisitsa Hardcover, 96 pages, 9½ by 13 inches Publisher: Stichting Kunstboek (Belgium)
Known for her use of vibrant color and inventive construction techniques, Natasha Lisitsa shares dramatic photographs of her work, ranging from art installations to wedding décor.
Price: $45 www.waterlilypond.com Natasha Lisitsa, owner and lead designer of San Francisco-based Waterlily Pond Studio, is internationally recognized for her larger–than-life floral art installations, commissioned by such high-profile clients as the San Francisco Museum of Modern Art and the deYoung Museum, and her bold use of color. Fans of AIFD Symposium will remember her program in San Francisco in 2011. When you see her work, dynamic and often architectural in style, it’s no surprise to learn that she was trained as an engineer and later studied with the Sogetsu school of ikebana. Her book is organized around three essential design elements: materials and texture, color, and movement and space, and will appeal especially to event designers. b DECEMBER 2013 59
flowers& index 2013 Bloomtube European Trend: Spicy Pastels ....Jan, p. 30 Creative Containers for Spring Bulbs ..............................Mar, p. 24 A Natural Look for Table Décor ... May, p. 46 A Table Runner for All Seasons ..... Jul, p. 26 A Twig Forest with an Open Center...............................Nov, p. 60
Floral Design Features Creative Edge Product Series: Wide Flat Wire ...........................Jan, p. 14 Diamond Wrap .......................... Feb, p. 14 Craft Yarn ..................................Mar, p. 14 Buttons.......................................Apr, p. 14 Plants ...................................... May, p. 12 Birch Bark .................................Jun, p. 12 Styrofoam Wreaths ...................... Jul, p. 12 Nursery Plants ...........................Aug, p. 12 Feathers ....................................Sep, p. 12 Tulle ...........................................Oct, p. 12 Wool .........................................Nov, p. 12 Bamboo Card Holders ................Dec, p. 12
Trends Roundup 2013: Design Directions to Inspire ....................Jan, p. 40 Easter Parade: Celebrate the Season of Renewal..................... Feb, p. 26 Thanks a Dozen: Spring Gift Ideas for Secretaries ................... Feb, p. 38 Making It Special for Mom: With Custom Details ..........................Mar, p. 26 Just Add Flowers: Do-Ahead Ideas for Prom ...........................Mar, p. 40 Themes Come True: Color-Themed Weddings .............Apr, p. 34 Dressed for Success: Flowers and Containers ............................... May, p. 26 Style Statements, Every Day: All-Occasion Design ...................Jun, p. 28 Party On!: Creative Concepts for Festive Celebrations ....................Jun, p. 40
Flowers& Design Contest The Theme.................................Jan, p. 24 (and Feb, p. 24 and Mar, p. 16) The Ten Finalists ........................Aug, p. 17 The Winners ..............................Nov, p. 14
Season of Dreams: Inspiring Holiday Décor ............................ Jul, p. 30 Summer Fun: Ideas for Entertaining Al Fresco .................. Jul, p. 50 Fresh Harvest: Fall Designs in a Seasonal Palette ..................Aug, p. 30 Savage Botanicals: Fantasy Couture in Design.......................Aug, p. 42 Something for Every Bride: Fall and Winter Weddings .................Sep, p. 34
Sorrow and Comfort: Tributes for the Service .................Oct, p. 28 Gifts of Remembrance: Sympathy Designs for the Home ..................Oct, p. 44 Gracious Giving: Gift-able Designs to Celebrate the Season ..................Nov, p. 24 Make the Season Bright: Themes for Holiday Décor ............................Nov, p. 36 Guest Gallery: Bridal Bouquet Ideas from Our Readers .......................Nov, p. 52 Love You Times Twelve: A Dozen Roses a Dozen Ways .................Dec, p. 22 Like None Other: Valentines Designed to Stand Out ................Dec, p. 34 Read, Look, Learn, Do: Floral Design Books from 2013 ...........Dec, p. 56
Floral Industry Features Best in Show: An Eye-Popping Industry Expo in Ecuador ............Jan, p. 16 Plan Now for Prom Profits: Growing Market Gets a Boost ......Jan, p. 26 Shop Talk: Ribbon Revealed ....... Feb, p. 50 Prom Fashion Trends 2013: It Starts with the Dress ................Mar, p. 54 The Flower Trends Roundup: Spice Up Your Mix ..................... May, p. 14 Shop Talk: The Delivery Detail.... May, p. 48 An International Homecoming: World Flower Council .................Jun, p. 55
60 www.flowersandmagazine.com
Buyers’ Guide: Products, Services, Wholesalers, Schools, Assns ......Jun, p. 61 Shop Talk: Flowers by Candlelight ................................. Jul, p. 20 What’s Your Passion?: This Year’s AIFD Symposium.......Sep, p. 14 California Grown: Fresh Flowers from the Golden State ..................Oct, p. 14
A Sheltering Structure for Roses........................................Dec, p. 10
Combining Plants with Cut Flowers .....................................Jan, p. 12 A Do-Ahead Equisetum Accent ....................................... Feb, p. 12 A Special Bouquet for Mom or Prom.........................................Mar, p. 12
Social Media at a Glance ............ Feb, p. 62
Succulent Rosettes .....................Jan, p. 34
Reaching Teens with Social Media........................................Mar, p. 57
Tulips ........................................ Feb, p. 58 Anthuriums ................................Mar, p. 58
Alstroemeria.............................. May, p. 51 Scabiosa ...................................Jun, p. 14 Dahlias ...................................... Jul, p. 14 Hydrangeas ...............................Aug, p. 54 Callas ........................................Oct, p. 20 Christmas Greens.......................Nov, p. 57 Gerberas....................................Dec, p. 48
A Beach-Wedding Bouquet .....................................Apr, p. 12 A Centerpiece Made of Mini Bouquets .................................. May, p. 10 Party Design with Everyday Components ..............................Jun, p. 10 Use Faux Snow to Disguise Mechanics.................................. Jul, p. 10 Using Votive Candles with Flowers .....................................Aug, p. 10 Mitsumata, Up and Across ..........Sep, p. 10 Creating Value with Foliage ..........Oct, p. 10 A Strong Statement with Fiber Sticks ........................................Nov, p. 10
Internet Marketing in Five Minutes a Day ...........................Jan, p. 38
Fresh Focus
Garden Roses .............................Apr, p. 18
Focus on Design
Net Effects
Grower Profiles Sun Valley Floral Farms .............. Feb, p. 16
Use Pinterest to Promote Weddings...................................Apr, p. 32 Facebook and Google+ ............. May, p. 60 Social vs. Search .......................Jun, p. 58 What Blogging Can Do for You .... Jul, p. 68 Ready to Vlog?...........................Aug, p. 14 Are You Linked In?......................Sep, p. 64 Pay-per-click: Friend or Foe? ........Oct, p. 26 Apps to Help Your Business ........Nov, p. 63 You Can Do It!............................Dec, p. 63
Shop Profiles
Alexandra Farms .........................Apr, p. 26
Happy Canyon Flowers, Denver, CO ................................ Feb, p. 53
Royal Flowers ............................Jun, p. 20
Stems, Florissant, MO.................Mar, p. 18
Continental Flowers ....................Aug, p. 24
Queen Anne’s Lace, Brownsburg, IN ......................... May, p. 55
Dramm & Echter ........................Dec, p. 14
The Flower Center, Stephens City, VA .....................................Aug, p. 57 Edwards Floral, McKinney, TX ......Oct, p. 58 Flowers & Home, Bryant, AR .......Nov, p. 18 Park Florist, Takoma Park, MD ....Dec, p. 51 DECEMBER 2013 61
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, 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. GOLDEN GLOW, page 32 Hobnail vase in antique gold, Jamali Garden. 24 Karat Pure Gold Metallic Spray, Design Master.
ON THE COVER Red antique glass pilsner vase, SNK / Pete Garcia. Flat wire, Smithers-Oasis.
FOCUS ON DESIGN,
pages 12-13
MOUNTAIN OF LOVE, page 33 Diana pedestal bowl, Accent Décor. Mega Beaded wire, beaded wire and aluminum wire, SmithersOasis.
Bamboo Card Holders, UGlu, and Bindwire, Smithers-Oasis.
LIKE NONE OTHER,
pages 10-11
French Country Pot, Teleflora. Dazzling Dots, Fitz Design.
CREATIVE EDGE,
pages 34-47
LOVE YOU TIMES TWELVE, pages 22-33 LET’S CURL UP TOGETHER, page 22 Box container, Modern Collections. Pink crushed glass, Accent Décor. CRYSTAL FLAIR, page 23 10-inch crystal vase with a diamond pattern and amber, emerald-cut acrylic gemstones, Jamali Garden. Raindrops small round plastic beads, Accent Décor. SOPHISTICATED INNOCENCE, page 24 Midollino flowers, Smithers-Oasis. Footed crystal vase, Modern Collections.
OVER THE MOON, page 28 White wood box container with inset glass vase and half-moon cutouts, Modern Collections. Orange Deco Sand and pink crushed glass, Accent Décor.
THE RED LINE, pages 34-35 Deco Dots, Colvin Hastings & Moran. Flat cane, Smithers-Oasis. DRINK TO ME ONLY, page 36 “Soutache” wine bag in red, D. Stevens.
PICTURE THIS, page 41 Puntino polka-dot nylon ribbon, Berwick Offray. White Catalina vase, Syndicate Sales. Pink crushed glass, Accent Décor.
COUNTRY CHARM, page 42 Sheer rosette nylon ribbon, THREE’S COMPANY, RICHLY ROMANTIC, May Arts. pages 36-37 page 29 Light green dried setaria, Diamond Wrap and gem flowers, Schusters of Texas. 18-inch Voluminous Vase, Fitz Design. double-faced crinkle paper in HIS AND HERS, page 43 silver and gold, gold crushed Red and silver cubes, Teleflora. glass, and teardrop vase jewelry, Oasis Chain in silver and Accent Décor. decorative wire, Smithers-Oasis. Sparkle tulle, Berwick Offray.
FLOATING IN LIGHT, page 38 Deco Beads in Totally Teal and Sea Mist, JRM Chemical. Bright Balls (LED lights) in Clear, Bright Side Crafts.
ETERNAL FLAME, page 25 Damask box, Modern Collections. Red mirrored cube, Teleflora. BLUE FOR YOU, page 26 Florence Pot, Accent Décor. Turquoise Colortool Spray, Design Master. COME INTO MY GARDEN, page 27 12-inch gloss white rectangle, Jamali Garden. 62 www.flowersandmagazine.com
PARADISE PLANTED, page 30 Seven-inch Antique Green Ficonstone Round Pot, Jamali Garden. Brown wired wool, Accent Décor. LOVE SWIRLS, page 31 Equator vase and midollino, Accent Décor. Silver aluminum wire and Mega Wire, Smithers-Oasis.
OPEN HEARTED, page 39 Nine-inch Open Mini Heart wreath form, Smithers-Oasis. Sheer wired “Sandheart” ribbon, Lion Ribbon. GLITTERING REFLECTIONS, page 40 Crystal pedestal, SNK / Pete Garcia. Garland with heart-shaped crystals, Handy Floral Products. Candles, Candle Artisans. Brilliant Ice high-luster red gems, Bright Side Crafts.
LOVE GROWS, page 44 Wired wool, Accent Décor. ROMANCE IN RED, page 45 Red antique glass pilsner vase, SNK / Pete Garcia. Wired wool, D. Stevens. YOURS TO KEEP, page 46 Red bamboo tray, Teleflora. Decorative wire, Smithers-Oasis. DRESSED TO THRILL, page 47 Sparkle tulle, Berwick Offray.
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.
Accent Décor, Inc. Call 800-385-5114 or visit www.accentdecor.com. Berwick Offray. Call 800-327-0350 or visit www.berwickoffray.com.
National and International
Central Region
December 9-20, Atlanta, GA
March 7-9, 2014, Grand Rapids, MI
FloraMart 2014 Fall/Christmas Market. Contact event@floramart.com for details.
Great Lakes Floral Expo, program includes Wedding Hands-On Workshop (3/8) and Permanents for the Home Stage Presentation (3/9) with Darla Pawlak, Amway Grand Plaza Hotel and DeVos Place. Call Rod Crittenden at the Michigan Floral Association at 517-575-0110 or visit www.greatlakesfloralexpo.com.
Bright Side Crafts. Call 208-932-0205 or visit www.brightsidecrafts.com.
January 2-17, 2014, Atlanta, GA
Candle Artisans. Call 908-689-2000 or visit www.candleartisans.com.
FloraMart 2014 Fall/Christmas Market. Contact event@floramart.com for details.
Colvin Hastings & Moran. Call 800-580-5210 or visit www.colvinhastingsmoran.com. Design Master Color Tool. Call 800-525-2644 or visit www.dmcolor.com. D. Stevens LLC. Call 888-582-9915 or visit www.dstevensllc.com. Fitz Design. Call 800-500-2120 or visit www.creationsbyfitzdesign.com. Handy Floral Products. Call 800-544-1429 or visit www.handyfloral.com. Jamali Garden and Floral Supply. Call 212-996-5534 or visit www.jamaligarden.com. JRM Chemical. Call 800-962-4010 or visit www.soilmoist.com. Lion Ribbon. Call 800-551-LION or visit www.lionribbon.com. May Arts. Call 203-637-8366 or visit www.mayarts.com. Modern Collections. Call 818-718-1400 or visit www.themoderncollections.com. Pete Garcia Company. Products are available through the company’s FloraMart showroom in Atlanta. Retail florists can make an appointment to visit the showroom through their local wholesaler.
Call FloraMart at 800-241-3733 or visit www.floramart.com. Schusters of Texas. Call 800-351-1493 or visit www.schustersoftexas.com. Smithers-Oasis. Call 800-321-8286 or visit www.oasisfloral.com. SNK Enterprises. Call 800-531-5375 or visit www.snkenterprises.com. Syndicate Sales. Call 800-428-0515 or visit www.syndicatesales.com. Teleflora. Call 800-333-0205 or visit www.myteleflora.com.
January 7-14, 2014, Atlanta, GA Atlanta International Gift & Home Furnishings Market, AmericasMart. Call 800-ATL-MART or visit www.americasmart.com.
March 12, 2014, Chicago, IL World Floral Expo USA. Visit www.worldfloralexpo.com.
January 15-21, 2014, Dallas, TX Holiday and Home Expo (temporary exhibitors, January 16-19), Dallas Market Center. Call 800-DAL-MKTS or visit www.dallasmarketcenter.com.
January 16-22, 2014, Chicago, IL Chicago Winter Market (temporary exhibitors, January 18-21), Merchandise Mart. Visit www.shopchicagomarket.com.
January 31-February 3, 2014, Los Angeles, CA California Gift Show, Los Angeles Convention Center. Call 678-285-3976 or visit www.californiagiftshow.com.
Northeast Region March 8-9, 2014, Groton, CT Northeast Floral Expo, Mystic Marriott Hotel. Call the Connecticut Florists Association at 800-352-6946 or visit www.northeastfloralexpo.com.
March 10, 2014, Boston, MA World Floral Expo USA. Visit www.worldfloralexpo.com.
March 14, 2014, Philadelphia, PA World Floral Expo USA. Visit www.worldfloralexpo.com.
February 1-6, 2014, New York, NY NY Now, the Market for Home + Lifestyle, Javits Center. Call 800-272-SHOW or visit www.nynow.com.
March 10-14, 2014, Washington, DC SAF Congressional Action Days, Capitol Hill. Call Laura Weaver at the Society of American Florists, 800-336-4743, or visit www.safnow.org.
South Central Region July 18-20, 2014, Austin, TX Texas State Florists’ Association, Annual Convention, The Renaissance Hotel. Call Dianna Nordman at 512-834-0361 or visit www.tsfa.org.
Southeast Region
June 18-24, 2014, Dallas, TX
January 18-19, 2014, Pensacola, FL
Holiday and Home Expo (temporary exhibitors, June 19-22), Dallas Market Center. Call 800-DAL-MKTS or visit www.dallasmarketcenter.com.
Florida State Florists’ Association, “Floral Revolution,” Oscar G. Carlstedt’s. Call 866-900-3732 or visit www.floridastatefloristsassociation.com.
July 3-7, 2014, Chicago, IL
April 4-6, 2014, St. Simons, GA
AIFD (American Institute of Floral Designers) National Symposium, Hilton Hotel. Call 410-752-3318 or visit www.aifd.org.
AIFD Southern Conference, Sea Palms Golf and Tennis Resort. Call 410-752-3318 or visit www.aifd.org.
DECEMBER 2013 63
what’s in store
CRYSTAL CLEAR The handcut heart design sends the right message—and the hand-blown glass vase makes a handsome gift for any occasion where love is the sentiment. The elegant, eight-inch-high vase will be nationally advertised for Valentine’s Day as part of Teleflora’s Heartfelt Bouquet. Call 800-333-0205 or visit www.myteleflora.com.
PETAL TO THE METAL Tired of the same old wedding and event decorations? Enticing Tables is a San Diego-based design company specializing in original metal décor for special events, including candelabras, cupcake and cake stands, centerpiece stands and ceremony décor. Call 858-354-8940 or visit www.enticingtables.com.
64 www.flowersandmagazine.com
FROM NEAR AND FAR Handmade in Vermont with fresh, all-natural ingredients, including cream and butter from local Vermont farmers and fair trade cocoa beans from around the globe, Lake Champlain Chocolates come in a wide variety of bars and appealing assortments—including the Friendly Frog Chocolate Box, with six assorted milk chocolates. Call 800-465-4909 or visit www.lakechamplainchocolates.com.
PARALLEL ANGLES Bags, bows, boxes, giftwrap and tissue paper in the stylish new Chevron Stripe Collection from Nashville Wraps are available in red and white—perfect for Valentine’s Day—as well as other colors. Eco-friendly bags are made with 100 percent recycled paper. Call 800-547-9727 or visit www.nashvillewraps.com.
net effects By Sarah Botchick
The business skill of internet marketing is powerful—and within your grasp. “If you work your business like a business, it will pay you like a business. If you work your business like a hobby, it will pay you like a hobby.” A few years ago I decided to start my own jewelry design business. At that time, a fellow business owner friend shared with me the above piece of advice. One area where this advice holds especially true is in the area of internet marketing, particularly social media marketing. Many forms of technology started out as tools for business and only later transformed into forms of entertainment or recreation. Social media is the opposite: it started as a way for college kids to communicate, then became a major form of entertainment, and is now one of the leading marketing methods for businesses—all in the last nine years.
The three keys to internet marketing success Throughout 2013, we have discussed the great variety of tools that are available for your internet marketing toolbox, as well as how all of the components come together to create a beautiful social media bouquet. As we wrap up the year, and this column, I would like to leave you with the three keys to success in internet marketing. If you remember nothing else from these 12 articles, remember GSM: 1) Set specific Goals with defined targets. 2) Develop a Strategy to reach your goals. 3) Manage your strategy.
We think that learning the technology is the hardest part of internet marketing. In reality, it is usually the business part that is the biggest challenge. Remember, it’s hard to get from Cleveland to Florida without a map or GPS. It’s even more difficult if you don’t know you are in Cleveland. So first establish where you are, then where you want to go, and finally how you are going to get there. As you go, you will likely encounter road construction, flat tires, and stormy weather. That’s ok; it’s part of the journey. Just be prepared to adjust your strategy. And never, ever, lose sight of your goal. The different internet marketing platforms and websites available are much like the flowers in your cooler. While the flowers are beautiful alone, the success of your designs, and consequently of your business, depends on your design skills. Just as you constantly work to improve your design skills, I urge you to keep expanding your internet marketing skills. I’ve collected a few resources that I think you may find useful.
Online resources for learning more about internet marketing • Hubspot This is my all-time favorite resource for internet marketing information. Yes, they sell internet marketing software that most of us will never be able to afford. They also give a tremendous amount of free education. Sign up for their email updates. If you have an iPad or iPhone, download their iOS magazine app. Take their free webinars. Or just visit their website and read the blog a few times a week. www.hubspot.com • Social Media Examiner This site is a library of social media articles. You can also subscribe to regular emails, and watch free video tutorials. www.socialmediaexaminer.com • Mashable Useful marketing information from around the web. www.mashable.com
• Search Engine Watch This website is a little more techy than the other two, but it is still useful. www.searchenginewatch.com • Google Webmaster Tools To help you stay up to date with the latest developments that affect how Google sees your website. www.google.com/webmasters/tools • Me Though this is the end of the series here in Flowers&, I am not going anywhere! I would like to invite you to register for my free internet marketing webinars: www.pioneerwholesaleco.com/webinars Starting in January I will be featuring a new YouTube series, The Three Minute Marketer. Subscribe here: www.youtube.com/PioneerImportsWhlse Also, my inbox is always open. Feel free to email me anytime at: sarah@pioneerwholesaleco.com.
You can do it! I would like to thank you all for taking the time to read my column this past year. I hope you learned new things that will help your business soar. I would also like to thank Rich and Bruce at Flowers& for giving me the opportunity to share something that I know to be so valuable for florists and designers. We have a tendency to look outside for success. We look to the economy, we look to our customers or our competitors. On the topic of internet marketing we look at the tools, the software or the websites. However, the single biggest factor in our success or failure is ourselves. Henry Ford said, “Whether you think you can or think you can’t you are right.” I know you can achieve success in internet marketing and shape a great future for your shop. It is up to you to believe that too.
Sarah Botchick is Marketing Director for Pioneer Imports & Wholesale in Berea, Ohio. b DECEMBER 2013 65
•
emponum ACCESSORIES
ACCESSORIES
COLUMN DESIGNS
SCHOOLS
Floral Design Institute
light-weight plastic decorative Columns These affordable, portable
Professional Floral Design Instruction since 1969
great for special
Basic and Advanced Floral Design Home Study Prog rams Floral DeSign Training Videos
Call Today for a FREE Brochure • • • •
Light-weight Portable! Decorative Roman Columns Great For Special Events! Leave White or Paint Any Color!
800-819-8089 Portland· Seattle
Give me a call 866·461·7978 il you need addilional inlo www.columndesigns.com
Check us out on the Internet:
www.FlowerSchool.com 7'ti#t 1Ht 'e ,?tMat S�
BUSINESSES FOR SALE
4800 Dahlia, Denver CO 80216 800-858-9854;303-388-7377
SO VERMONT FLORAL SHOP Voted Best Flower shop by area newspaper readers.
Classroom or Home Study Courses
Centrally located, close to hospital, funeral homes and
Visit our website for more info
churches. Excellent reputation for quality service.
www.floralschools.com
Large customer base. Excellent staff willing to stay. Sales
$590,000 with $150,000 net to owner.
approved by Co. Dept. of Higher Ed.
Michael Henry Business Broker, Inc
802-775-4337. Mykehenry@aol.com
EMPLOYMENT
WEDDINGS John Toomey Co
Wedding Aisle Runners
Florasearch, Inc. In our third decade of performing confidential key employee searches for the floriculture industry and allied trades worldwide. Retained basis only. Candidate contact welcome, confidential, and always free. 1740 Lake Markham Rd., Sanford, FL 32771
(800) 421-0052
Rentals & Sales
UPS Shipments
White Cotton Runners
Phone: (407) 320-8177 / Fax: (407) 320-8083 E-mail: search@fJorasearch.com Website: http://www.florasearch.com
EQUIPMENT
Combo walkins, storage, reach-ins 800-729-5964 www.flotaire.com
66 www.flowersandmagazine.com
� l� 'A
�
. �. 5"Y .
DJ AND MEDIA SERVICES
CALL OR I-MAlL: 310.621.7755 lNLIFEWESPIN@YAHOO.COM
advertising links For easy access to many of our advertisers’ websites, go to www.flowersandmagazine.com and click on the Advertisers link.
ARRIVE ALIVE BY CHRYSAL.................................................INSIDE FRONT COVER, 19 888-280-3509 arrivealiveproducts.com
DOLLAR TREE DIRECT ........................................................................................... 17 877-530-TREE (8733) dollartree.com/floral/559/index.cat
FLORACRAFT CORPORATION ................................................................................... 3 800-253-0409 floracraft.com
HARVEST IMPORT .................................................................................................. 8 949-833-7738 harvestimport.com
HORTICA INSURANCE AND EMPLOYEE BENEFITS ..................................................... 7 800-851-7740 hortica-insurance.com
JRM CHEMICAL ................................................................................................... 15 800-962-4010 soilmoist.com
MILTON ADLER COMPANY .................................................................................... 55 800-651-0113 miltonadler.com
PETE GARCIA COMPANY ......................................................................................... 9 800-241-3733 floramart.com
ROYAL FLOWERS .................................................................................................... 1 800-977-4483 royalflowersecuador.com
SEMINOLE ............................................................................................................. 8 800-638-3378 seminoleds.com
SMITHERS-OASIS ................................................................................................... 5 800-321-8286 oasisfloral.com
THE SUN VALLEY GROUP ........................................................... INSIDE BACK COVER 800-747-0396 tsvg.com
SYNDICATE SALES ................................................................................BACK COVER 800-428-0515 syndicatesales.com
TELEFLORA ...................................................................................................... 2, 21 800-421-2815 myteleflora.com
TEXAS STATE FLORISTS ASSOCIATION ................................................................... 67 800-375-0361 tsfa.org
VASE VALET ......................................................................................................... 55 316-747-2579 vasevalet.com
DECEMBER 2013 67
STATEMENT OF OWNERSHIP, MANAGEMENT AND CIRCULATION (Required by 39 U.S.C. 3685)
wholesaler connection ARIZONA
KANSAS
PENNSYLVANIA
PHOENIX Conroy Wholesale Florist The Roy Houff Company
WICHITA Valley Floral Company
PITTSBURGH Keystone Ribbon & Floral Pittsburgh Cut Flower 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
KENTUCKY LOUISVILLE The Roy Houff Company
LOUISIANA BATON ROUGE Louisiana Wholesale Florists LAFAYETTE Louisiana Wholesale Florists
MASSACHUSETTS BOSTON Jacobson Floral Supply
MICHIGAN WARREN Nordlie, Inc.
MINNESOTA MINNEAPOLIS Koehler and Dramm ROSEVILLE North American Wholesale Florist, Inc.
MISSOURI
OMEGA Hornbuckle Wholesale Florist
ST LOUIS LaSalle Wholesale Florist
HAWAII
NEW YORK
GEORGIA
HONOLULU Flora-Dec Sales
CAMPBELL HALL Henry C. Alders
ILLINOIS
OHIO
CHICAGO Bill Doran Company The Roy Houff Company NORMAL The Roy Houff Company PEORIA HEIGHTS Bill Doran Company WHEELING The Roy Houff Company
BEREA Pioneer Imports & Wholesale DAYTON Nordlie, Inc. NORTH CANTON Canton Wholesale Floral PARMA Cleveland Plant & Flower Company
SOUTH DAKOTA SIOUX FALLS North American Wholesale Florist, Inc.
TENNESSEE NASHVILLE The Roy Houff Company
TEXAS DALLAS American Agroproducts, Inc. HOUSTON Pikes Peak of Texas Southern Floral Company LUBBOCK Lubbock Wholesale Florist
UTAH SALT LAKE CITY Ensign Wholesale Floral
VIRGINIA NORFOLK The Roy Houff Company RICHMOND The Roy Houff Company
WASHINGTON TACOMA Washington Floral Service
CANADA BURNABY, BC Signature Floral Supply (division of Kirby Floral Inc.)
MALAYSIA SELANGOR Worldwide Floral Services
SINGAPORE Worldwide Floral Services 68 www.flowersandmagazine.com
Publication Title: Flowers& Magazine Publication Number: 0199-4751 Issue Frequency: Monthly No. of Issues Published Annually: 12 Annual Subscription Price: $66.00 Complete Mailing Address of Publication: 11444 W Olympic Blvd, Los Angeles, CA 90064-1544 Contact Person: Elinor Cohen Publisher: Rich Salvaggio Editor: Bruce Wright Owner: Teleflora, 11444 W Olympic Blvd, Los Angeles, CA 90064-1544 Issue Date for Circulation Data: September 2013
Extent of Circulation a. Total No. Copies (net press run) b. Paid and/or Requested Circulation 1) Outside-County Mail Subscription, Stated on Form 3541 2) Paid In-County Subscriptions (Include advertiser’s proof and exchange copies) 3) Sales Through Dealers and Carriers, Street Vendors, Counter Sales (not mailed) 4) Other Classes Mailed Through the USPS c. Total Paid and/or Requested Circulation d. Free Distribution outside the Mail 1) Outside-County as stated on Form 3541 2) In-County 3) Other Classes Mailed Through the USPS 4) Free Distribution outside the Mail (Carriers or other means) e. Total Free Distribution f. Total Distribution g. Copies Not Distributed h. Total Print i. Percent Paid Print j. Total No. Electronic Copies k. Total Paid Print + Electronic l. Total Distribution Print + Electronic m.Percent Paid Print + Electronic I certify that the statements made above are correct and complete.
Avg. Previous 12 Months
Single Issue Nearest Filing Date
10,488
9,979
6,468
6,104
0
0
980
961
30
30
7,478
7,095
160 0
159 0
185
186
2,435 2,780 10,258 230 10,488 73% 4,000 11,478
2,210 2,555 9,650 329 9,979 74% 5,678 12,773
14,258 80%
15,328 83%