Flowers& - December 2014

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Flowers& DECEMBER 2014 $5.50


Valentine designs with do-ahead, custom-crafted components Pg 34 Plus: All About Accent Flowers Pg 18 A Handy Guide to Mosses Pg 26

contents DECEMBER 2014

features 26

Guide to Mosses Use the right moss, in the right way. By Bill McKinley


Rose Talk What to tell customers about colors, prices and more.


Love Is Easy... ...when you plan ahead for custom-crafted flair. Floral design by Joyce Mason-Monheim AIFD, PFCI, AzMF Photography by Ron Derhacopian


Who’s Your Valentine? Design ideas tailored to all kinds of buyers and recipients for the special day. Floral design by Joyce Mason-Monheim AIFD, PFCI, AzMF, inspired by design concepts from Julie Poeltler AIFD, PFCI Photography by Ron Derhacopian


pg 52

ON THE COVER Ribbon roses add a hand-crafted touch, quickly prepared in advance, to a “Dutch treat” design featuring tulips, roses, hypericum, and a sweetly romantic ceramic pot. For more on this design, see page 46; for more Valentine designs by Joyce Mason-Monheim AIFD, PFCI, AzMF, turn to pages 34-47.


departments 8

Focus on Design A Keepsake Wire “Locket” By Rich Salvaggio AIFD, AAF, PFCI


Creative Edge

pg 11

Custom-Made Hearts By Hitomi Gilliam AIFD


Profit Boosters Coping with “Extreme Competition”


Principles & Elements Proportion By Kevin Ylvisaker AIFD, PFCI


Fresh Focus Accent Flowers


Index to Flowers& 2014


What’s In Store


Advertiser Links


Industry Events


Where to Buy


Wholesaler Connection

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


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Florist’s Best Friend--


Flowers& Publisher Editor Art Director

Rich Salvaggio AIFD, AAF, PFCI Bruce Wright Tony Fox

National Advertising Director

Peter Lymbertos

U.S. Subscriptions


Foreign Subscriptions




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

On the Internet


3710 Sipes Ave, Sanford, FL 32773


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


Teleflora Education Specialists

30 Day Mfg. Satisfaction Guarantee!

Susan Ayala


SAO Professional Design, Loma Linda, Calif., Tom Bowling

Fairfield, Ohio, Tim Farrell AIFD, PFCI,


John Hosek

Kansas City, Mo., Hitomi


Fla., Joyce Mason-Monheim

Iowa, Jerome Raska

Tom Simmons


Dallas, Texas,

Surroundings Events and Floral, Verona, Wisc., Alex Jackson

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

Essexville, Mich., Julie Poeltler



Vancouver, B.C., Canada, Bob Hampton AIFD, PFCI,


Farrell’s Florist, Drexel Hill, Penn., Bert Ford

Ford Flower Co., Salem, N.H., Jim Ganger







Tucson, Ariz., Darla Pawlak


Fountain of Flowers & Gifts, Lone Tree,


Blumz... by JR Designs, Detroit, Mich.,

Three Bunch Palms Productions, Palm Springs, Calif., Gerard Toh

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

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

EDITORIAL COUNCIL Marie Ackerman AIFD, AAF, PFCI, Teleflora, Oklahoma City, Okla., Carol J. Caggiano AIFD, PFCI,

A. Caggiano, Inc., Jeffersonton, Va., Wilton Hardy


JWH Design

and Consultant, West Palm Beach, Fla., Elizabeth Seiji AIFD, Edelweiss Flower Boutique, Santa Monica, Calif.

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


focus on design


Floral design by Rich Salvaggio AIFD, AAF, PFCI

Photography by Ron Derhacopian

A wire heart “locket” turns an everyday container into a Valentine design. The removable heart is quickly made in advance of the holiday and serves as a keepsake when the flowers are gone. 1. The soft, malleable wire in a Lomey Wire Collar can easily be stretched and re-shaped, lending itself to any number of design applications. 2. To make the “locket,” shape the wire collar into a heart shape and add red flat wire to reinforce and emphasize the shape.


3. Add red Mega Beads and silver and white beaded wire to further embellish the heart. Foam the container and attach the heart using a Dixon or greening pin: hook the pin around some of the wire in the heart, at the back near the cleft, and insert the pin into the foam. 4. Finally, add flowers: here, green preserved reindeer moss, pink alstroemeria, red roses, and white callas. In this design, the callas are cut short and the stems used to make repeated arching lines. b






For product information, see Where to Buy, page 67.



creative edge


Floral design by Hitomi Gilliam AIFD

Photography by Philippe Martin-Morice

WILD AT HEART At near right, a small quantity of flowers gains impact and expressive meaning in a design that incorporates no less than four hearts. Two hearts are made by shaping lengths of aluminum wire and wrapping them with red raffia. Inside the cylinder, a heart made of wide flat wire is used as a kubari, a visible and decorative way of controlling stem placements. The last, upside-down heart is the anthurium, which is often called the heart flower. Two phalaenopsis blossoms in water tubes, along with stems of callicarpa berries, provide a rich purple and a contrast in texture that deepens the emotion. Carolina jasmine encircles the

Valentine’s Day is all about love and passion—and repetition sends the message home: “I love you, I love you, I love you!” For Valentine designs with a personalized difference, start by fashioning custommade hearts that become your shop’s signature for the occasion. The hearts shown here look so much more expressive of emotion than the ready-made plastic and wood picks that are used in mass marketing.

design with wild abandon. This design offers maximum visual value for the quantity of materials within. HOW MUCH DO I LOVE THEE…At far upper right, a 12inch, mache-backed solid foam heart is covered on the outer edges with fully fluffed red carnations to outline the romantic silhouette. Next, one-inch red flat wire is shaped into a similar but slightly smaller heart shape and set just inside the outer row of carnations, creating an inner, somewhat elevated frame into which the remaining flowers are added, as into a heart-shaped chocolate box. An array of reds and purples in various shades and textures (dahlias, Celosia cristata, Heart roses, stocks, spray roses and callicarpa berries) creates a rich and romantic tapestry. Finally, a stylized heart shaped from half-inch flat wire floats above the luxurious surface, while two phalaenopsis orchids send the message of two people in love. Carolina jasmine casually and beautifully romances the signature: Love! LOVE TIMES EIGHT At far lower right, how many hearts are hidden in this design? To begin, there are three red hearts made of half-inch flat wire and positioned in the bed of Water Pearls. They are joined by two heart-shaped anthuriums and two roses of the Heart variety. The perfect final touch is a small heart corsage featuring dainty miniature phalaenopsis, ready to be pinned on the recipient so she knows that she is loved all day long! Isn’t it time to popularize the idea of a Valentine corsage? All the flowers in this design are in clear, capped water tubes, which are held in place by the mass of Water Pearls. (The Water Pearls alone don’t release enough moisture to hydrate the flowers.) Carolina jasmine softly embraces the hearts with a lively, organic, transparent effect. b


DECEMBER 2014 11

profit boosters

TeamFloral founder Dan McManus talks with successful shop owners about their strategies.

by Dan McManus

How to compete— or not—with grocery stores on Valentine’s Day. FAMILY OWNED AND OPERATED SINCE 1890, Busch’s Florist & Greenhouse is the oldest operating retail business in Jefferson City, Missouri. The shop’s business practices, however, are far from being antiquated. Shop manager Janna Mahan has ushered in modern marketing techniques, including the use of social media, which have helped the shop grow despite “extreme competition” from other retailers in town— many of which are not retail florists. What do we mean by “extreme competition”? Try this: every Valentine’s Day, a large supermarket chain in Janna’s market offers rose specials that include a dozen long-stem roses, a plush animal, chocolates and delivery—all for $59, inclusive. It gets worse. This is not just an in-store special. Unfortunately for Busch’s Florist, this special is advertised with a 20-page color insert into the city’s newspaper and on radio; it is heavily promoted to shoppers in the stores. To Janna, it seems this low price is advertised everywhere. Your Valentine’s Day competition from the supermarket must be incredibly difficult. When they first started it, we were concerned. They were charging less for a whole package (the roses, a plush, chocolate and delivery) than we were charging for just a dozen roses. The worst part is that they broadcast that price all over town. So, do you match their price? No, of course not! Last year, we charged $69 for a dozen premium roses plus delivery. That is less than we would like to charge, but given the competition in the marketplace, it’s a price we were comfortable with.

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How were sales last year? Fantastic. We made 1,200 deliveries on Valentine’s Day and more than 1,500 total for the holiday week. We always have a great Valentine’s Day because we deliver consistently highquality reliable service. A few years ago, the grocery store left 200 unfilled orders on Valentine’s Day. That was really bad for the grocery store and it helped build our shop’s reputation—but at the expense of the floral industry. We know that some of those who ordered and who heard the story will shy away from flowers in the future. That’s a lot of deliveries. How do you cover the volume? We go from a staff of 12 to 40 people over the holidays. It’s not always easy but we need the money. We need the business. More and more, ours is a seasonal business and we need to take advantage of every order we can get. To accommodate the surge, we hire firemen as delivery drivers. They’re smart, they know the streets and they get the work done in half the time of the other seasonal drivers we have used. They use their own vehicles; we fill their gas tanks. We hire and train temporary employees to make sales. They come in a week or two in advance and practice answering the phone and taking orders. We provide scripts with descriptions of the products and teach them how to handle questions such as why the difference between us and the grocery store prices. We work hard to make the temp jobs fun and rewarding so they want to come back every holiday. Do you have a lot of returning temporary workers? Yes. In fact many take vacation

time at their regular job to work for us for the holidays. We have a young military couple, the firemen, and even a forensic archaeologist who says she likes to create flower arrangements as a change from digging up dead people all the time! Many shops would buckle under the pressure from a competitor like that. You seem so confident in your position. (Laughs.) Well, thanks for saying that. We haven’t always felt as confident, but our customers have shown us year after year that they value quality, consistency and great customer service over price. I think too many florists believe they have to be a low-cost provider in order to survive. It’s just not true. Only a small segment of our customer base want the least expensive product Janna Mahan available. The Busch’s Florist & majority of our Greenhouse customers are Jefferson City and Columbia, Missouri willing to pay a little more to get a lot more service and a much better product. Do you have consumers asking about the grocery store prices on Valentine’s Day? Absolutely. There are actually four grocery stores in town that all promote flowers. My belief is that you stick to your marketing plan, you don’t try to compete with their advertising, you pick the process that works for you, and you follow it consistently. We use Facebook, twitter, a blog and e-mails—all aimed at our own customers. What do you say to a customer on the phone who is challenging your prices compared to grocery stores? We have learned to

profit boosters explain the difference between a florist and a grocery store. We tell consumers that we take our flowers through a four-step process that makes them last longer. We get fresh flowers daily. The flowers are kept at a controlled temperature from the time they arrive in Miami until they are delivered to the customer’s door. We always cut the stems under water, so water and nutrients will keep flowing continually into the stems. We instantly dip them with Floralife Quick Dip, which also helps to keep the nutrients flowing into the stems, feed them vitamins and nutrients using Floralife Flower Food, and immediately put them in the cooler. It takes a little more time and money, but we do everything necessary to give cut flowers the longest possible life. I also explain that we select premium flow-

ers that have larger blooms with a higher petal count and are longer-lasting. It must be tempting to try to match or at least compete with the grocery stores’ advertising. We learned many years ago that most consumer advertising does not pay for itself. We stick to our marketing plan of keeping in close contact with our existing customers. We do have one really great advertisement that pays off. We sponsor a weekly radio show throughout the year. We barter some of the cost. The radio host is a well-known personality in town and he does live endorsements of our shop during his show. It helps that he’s actually one of our best customers. One thing we do to promote the shop during Valentine’s week is to turn off the heat in

our greenhouse and move all of our plants indoors. Then we use the greenhouse as an extended cooler. What’s really nice is that you can see into the large windows from the street. The sight becomes an advertisement in itself as the space fills up with roses, balloons and the other holiday items. What advice would you have for a shop owner facing stiff competition in their area? Don’t try to compete on price. All you do is cheapen the quality of the products and service that you provide. We have found that consumers love our premium arrangements—we sell more of them now than we ever have. The market is ready for shops that have above-average products. As an industry, we just need to know how to sell them. b

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•M • V

principles & elements

Floral design by Kevin Ylvisaker AIFD, PFCI

Photography by Ron Derhacopian

For product information, see Where to Buy, page 67.


Here’s a question

designers face every day: Do you have the right amount of product for the size of your container—or conversely, the right size container for the floral materials you intend to use? The principle of proportion applies to all the components within your composition. Its fundamental application, however, is to the ratio between flowers and container. A common mistake

is to make the flowers the same height as the container. The basic, recommended proportion is that the flowers should be 1½ times the height of the container—but that judgment involves discretion. This container is of a good size, but its darker color makes it appear even larger. If you kept the arrangement low and rounded, you would need more flowers than are used here—but the tall leaf, which is visually heavy, pulls the sense of proportion up. A second leaf would throw the design out of proportion; many designers add too many greens, throwing the proportion off. As with all the principles and elements of design, it’s not a simple matter of applying “rules,” but of learning to use them to your advantage— which is the rewarding task of a lifetime. b


fresh focus

by Bruce Wright

Just like at the movies, great romantic leads need good supporting players —accent flowers!


t Valentine’s Day, when flowers are in the spotlight—and when customers are comparing retailers and looking for value—accent flowers can make all the difference to your competitive profile. It starts with the terminology: don’t call them filler flowers, which might suggest that they have no value on their own. Give them some respect, and your accent flowers will do you proud. What strategy do you use in deciding on accent flowers for Valentine’s Day—or at any time of year? Typically the decision is made well in advance of the holiday—and for many florists, price plays a big role. “Most florists take the price sheet they’re given for various accent flowers and use that to get their designers to mock up some specials, based on a target price,” notes Stephanie Evans, an account manager at floral supplier Fleurametz. The choice of one or two accent flowers to purchase in greatest volume flows from there. Yes, controlling your cost of goods is important—but so is creating a distinctive image for your shop. For those customers who want a dozen red roses, the quality of the roses should certainly be one factor that sets your business apart—but the choice of

Among the many options, alstroemeria can be an upscale but still affordable accent flower at Valentine’s Day, with high visual impact, as in this bouquet that also features the David Austin garden rose variety Darcey.



• Unique varieties • Outstanding quality • Unsurpassed beauty Specializing in exquisite, prize-winning ranunculus, gloriosa, sweetpeas, lisanthus, and other flowers and foliages—now quickly and readily available in major markets across North America Naniwa Flower Auction

fresh focus accent flowers might make an even more obvious good first impression. And for mixed arrangements, you have even more flexibility and opportunity. The long and the short of it “Your choice of an accent flower depends on your application,” says Teleflora Education Specialist Vonda LaFever AIFD, PFCI. “To go with a dozen long-stemmed roses, you probably want something tall to enhance the height. For a shorter, mixed vase arrangement, you may want something to make it fuller and wider.” Likewise with the color choice, says Vonda: “You can choose a color to blend with the flowers that are the main attraction, or a color complement.” “Sturdy but flexible” is an important criterion for Cindy Tole, another Education Specialist on the Teleflora team, who likes an accent flower with a little flare at the top—not floppy, but not poking straight up either. “It needs to have a little outward flow,” says Cindy. Because pre-ordering is a necessity at Valentine’s Day, your purchasing decision on accent flowers has to be made based on what you already know about your customer base—but then, you need to be able to defend that choice. “You may be able to give them a couple of options, but for the most part, you need to choose something that you can sell,” says Vonda. Fortunately, most customers are willing to be guided. They don’t call you or come into the shop looking for a particular accent flower; they just want to be persuaded that

When the variety Million Stars™ (seen at top left) was introduced, with its small but abundant flowers and a strong branching structure that made it easier to separate stems, it revolutionized the market for baby’s breath (gypsophila). Now Million Stars has competition from other varieties, likewise created by flower breeder Danziger, including medium-flowered Dynamic Love™ (top right) and My Pink™. More at


fresh focus what you have to offer is going to look beautiful and distinctive. That’s especially lucky because, in February, Mother Nature can play havoc with your carefully laid plans, especially where accent flowers are concerned. “At that point you wing it,” says Vonda. Whatever you have, you want to be able to talk about that accent flower with knowledge and enthusiasm: “It’s all about giving customers the perception that whatever you’re doing for them is extra special,” says Vonda. Here are reminders on some of the classic accent flowers, and a few other options as well. Baby’s breath Baby’s breath is the one accent flower that quite a few consumers can name and identify—which probably has a lot to do with why they either love it or hate it. For some, “roses and baby’s breath” is a classic combination—like Fred and Ginger or peanut butter and jelly. The very familiarity that makes baby’s breath a favorite with these customers could be what makes it seem oldfashioned to some others. By the same token, baby’s breath is so popular at Valentine’s Day that demand for it is strong—and that sends the price up, along with all the usual logistics of the holiday. As with roses, the season when baby’s breath blooms naturally (at lower cost) is in the summer, when days are long. “With the higher cost of transportation and everything else, you might have to pay eight or nine dollars at Valentine’s Day for the same baby’s breath you could normally get for five or six,” says Stephanie. Still, there’s no denying a resurgent interest in baby’s breath. “It’s come back because of the vintage look in weddings,” says Vonda. New, stronger and more attractive varieties may also be responsible for the comeback— and while consumers may not know Million Stars™, with its abundance of small, bright white flowers, or large-flowered XLence™ by name, they will notice how sturdy yet ethereal they are. Related to carnations, baby’s breath is naturally long lasting—though like carnations it is vulnerable to ethylene damage if


not treated to protect against it with an antiethylene agent, either by the grower, in your shop, or both. Florists appreciate the latest varieties even more than consumers do: “It seems like baby’s breath doesn’t get tangled the way it used to do when you pull the stems apart,” notes Cindy. The medium-flowered variety Dynamic Love™ certainly has a name worth mentioning to customers at Valentine’s Day. For something indubitably different, there are rose-colored and light pink varieties like My Pink™, with its large, double flowers. Limonium Here is another accent flower that looks feathery and delicate but is actually strong and long-lived. When florists say “limonium” they usually mean Limonium latifolium—also called caspia or simply “Misty” after the popular variety Misty Blue. Caspia, however, is also available in white, lavender and light pink. Newer on the market is Limonium sinensis, also called diamond statice, available in blue, pink, white, yellow, and even silver and golden colors. Both are closely related to annual or English statice, Limonium sinuatum, with its bolder hues and crunchy, papery texture. All of the limoniums, in fact, are so longlived because the colorful “flowers” (often blue) are actually bracts or modified leaves, surrounding the true flowers (often white). Limoniums can easily become infected with botrytis mold, especially if the sleeves are left on and there is moisture inside. For this reason florists who do not follow careful and correct handling procedures may associate the flowers with a moldy smell—but that is no danger with limoniums that have been processed properly. Color may be the determining factor in deciding for or against limonium. Many red roses have a blue tint and might look beautiful with blue or lavender limonium; naturally, lavender limonium is shoo-in for lavender roses. The availability of pink limonium stretches the options further. If your red roses are on the bright, Chinese red or fire-engine side, you may want to test how they look with a given variety of limonium.

Danziger is also the breeder for a whole family of limoniums in a range of colors, from pink and lilac to lavender and purple, including (above) Safora Dark Blue.

Blondie (top photo) and Pastel Gemflower are among the many varieties of waxflower in full bloom and usually already at peak availability from California growers by Valentine’s Day. Photos are courtesy of Wafex USA; more at

fresh focus Waxflower For waxflower grown in California, the harvest season starts in January—or for some varieties, as early as December—and comes on strong in February. “It used to be that waxflower would sometimes not be available in quantity in time for Valentine’s Day, but lately, with more early-blooming varieties and other factors, that has not been a problem,” says Steve Dionne, president of Wafex USA, a company formed to expand sales by California growers of Australian native flowers like wax. Different varieties of waxflower peak at different times, but during the season there is always a wide range of colors available, including creamy or pinkish white, pale or bright pink, and even the popular standby, Purple Pride. Many varieties change in color as they mature and may present more than one tint on the same stem. With abundant frilly flowers; long, sturdy but flexible stems; and needle-like leaves that add texture and a touch of green, waxflower is a favorite accent flower for many florists. The latest hybrids are especially hardy in the vase—but like baby’s breath, they are sensitive to ethylene gas—and, like limonium, they are prone to botrytis mold if not properly treated and processed. Treatments like EthylBloc and TransportCare chlorine dioxide sheets, applied by growers and shippers, make all the difference, along with proper cool temperatures all along the chain of distribution from the field to your shop. Asters With a form like stars or miniature daisies, spray asters can bring a lovely garden touch to a Valentine bouquet. They come in one of two colors, white or purple (ranging to blue and lavender). These two color groups are actually not just different varieties but different species: the white spray asters are called heath asters, the blue-purple ones New York asters. Both with yellow centers, they are similar in appearance except for the color, but some florists find that they do also perform differently. The white heath asters can be purchased when the blooms are rather tight, and they will still open up nicely—which gives an advantage in terms of vase life. If New York asters are cut too


tight, their purple may fade as they open up, some say. Both kinds of asters, however, can perform beautifully when the best new varieties are supplied from reliable growers. Look for thick stems, and beware of “grower bunches” that may include more, but thinner stems. Spray asters of a higher grade may be more expensive, but have more lateral branches at the top for a fuller look. Other options Some accent flowers stand out precisely because they’re not quite as popular—although the reason could be only that they haven’t always been available, or cost just a little more. Queen Anne’s lace is a good example—pricier than other accent flowers and possibly not yet abundant or well developed at Valentine’s Day. When the weather favors it, however, it’s a beautiful alternative. Other upscale and stylish options might include leucadendron and bupleurum. “A lot of florists are using alstroemeria as an accent flower,” Vonda reports. “It can be close in price to other accent flowers, but it makes a big impact.” The form of the flower and the markings on it add variety and complexity of pattern as a backdrop for roses and other premium flowers. And of course, alstroemerias are typically hardy and long-lived. Heather, with smaller flowers and shorter stems than many other accent flowers, may not stretch very far in a larger design. But with its bright color (it’s also available in white or light pink) it remains an excellent choice for a modest vase arrangement or a glass cube. The other accent that can make a beautiful impression isn’t an accent flower at all. “Premium foliage can give a very classy look for a reasonable price,” notes Vonda, whether it’s variegated pittosporum, seeded eucalyptus, lily grass for a more flowing look, or extra-long bear grass looped and knotted at the ends. Consider honey bracelet, in the myrtle family, with an intriguing texture in a bright, fresh green. At Valentine’s Day, many customers insist on tradition—but the choice of a distinctive accent material might be just the way to give that tradition a creative and extra-romantic twist. b

Many florists refer to white spray asters as Monte Cassino—a popular variety in years past, now supplanted by newer varieties such as White Symphony (seen above). White, purple and pink spray asters are offered as part of the Royal Flowers Collection at

At Valentine’s Day, the possibilities for distinctive and unusual accent flowers abound—especially when the weather cooperates. Among the options to consider are leucadendron (top photo above) and honey bracelet, a fresh green foliage in the myrtle family. Photos seen here are courtesy of Ocean View Flowers; more info at




e use it every day—but what is moss anyway? The term is applied to a range of floral-industry products that vary quite a bit in their appearance and performance. True mosses are botanically simple, primitive plants that have survived nearly unchanged for more than 200 million years. These small, spore-bearing land plants are found worldwide except in salt water. All true mosses can be classified into two types: acrocarpous (with an upright growth habit) and pleurocarpous (with a prostrate growth habit)—hence the major difference between mood moss, which is very thick with an upright growth habit (acrocarpous), and sheet moss, a low-growing pleurocarpous moss. WHERE IT COMES FROM In the United States, the Pacific Northwest and the Appalachian region are the two main areas where moss is harvested commercially—but almost every state has its own local sources as well. Almost all mosses are harvested from the wild, under strict guidelines for preserving the natural environment where they grow. The regeneration rate for mosses is very slow, so most regulations restrict the size and quantity of harvested moss to about 10% of any given location and to sheets of 12 inches in diameter or less. The slow growth rate of mosses is also a major factor as to why commercial moss farming is not a common practice. The economic value of commercial decorative moss in the U.S. (excluding sphagnum, or peat moss) is estimated at between $6 million and $16 million per year. However, the real value is probably higher, owing to unreported local supplies. KEEPING IT GREEN Harvested true mosses will naturally lose their green color as they age and as the chlorophyll degrades. This propensity to turn brown does not affect the decorative quality of most cut flower designs, since the moss would be discarded before the browning is noticeable (long after the flowers have faded). However, for long-term designs with permanent botanicals or for potted plants, dried mosses may be colorized to delay the browning indefinitely. Two methods are in common use: 1. Using floral aerosol spray paint, lightly coat the surface of the dry moss with two or three different colors of green to simulate the green variations of fresh moss. After the paint is dry, the moss may be rehydrated with plain water. Photos courtesy of Schusters of Texas, 26



USE THE RIGHT MOSS 2. Using green floral absorption dye or floral dip dye, submerge the dry moss, allowing it to absorb the dye. Test the concentration of dye to make sure the desired color is achieved. Use latex (or similar) gloves for hand protection. Of course, preserved, pre-dyed mosses are also available commercially. TYPES OF MOSS When florists say “moss,” they are usually talking about one of two true mosses—or, a lichen or bromeliad:

SHEET MOSS PRESERVED Mood moss Mood moss grows upright, one to three inches thick, and comes in pads or clumps that usually measure from two to five inches in diameter. Dried or fresh, it comes in varied shades of green. Sheet moss A thin natural moss, sheet moss may also include small sticks, bits of soil and other organic matter. It may be dried (as seen on the previous page) preserved (as seen at right), or fresh. The irregular sheets are typically one-quarter to one inch thick and from three to 12 inches in diameter. They are used to cover design mechanics or to decorate the soil of potted plants. Spanish moss Spanish moss is actually a bromeliad (not a true moss) that grows hanging from trees or tall bushes in frost-free areas of the southern United States. Also available fresh or dried, the long gray strands of Spanish moss intertwine to form a fibrous net. Spanish moss is frequently used on large planters to cover the soil. Reindeer moss A sponge-like lichen (again, not a true moss), reindeer moss is naturally gray, but is also available in a rainbow of dyed colors. Preserved reindeer moss remains soft and pliable, while dried reindeer moss needs to be soaked in water to rehydrate prior to use. The small clumps vary in diameter from one up to three inches, with thickness also varying from one to two inches.


Moss mat and more Dried, dyed moss particles can be glued to a thin sheet of flexible, material to create thin moss mat, useful as a uniform covering for large areas. Real dried moss particles may also be adhered to spheres, cones, topiary shapes, or wired rope (“moss vine”). Other types of moss include fresh feather moss—any of a small group of mosses that resemble small, flat, fern-like plants that are tightly packed into a mossy carpet; shag moss—a thick, tall-growing moss that pulls apart easily; and sphagnum moss, also called peat moss—a dried, brown, fibrous and spongy material that is used mainly to line wire baskets before filling them with soil and plants. It may also be “milled” and then used as a soil amendment. This list is far from exhaustive; there are at least 12,000 species of moss on the planet! Simple and humble, mosses are nonetheless diverse and indispensable, both foundation and finishing touch to professional floral design. b




What to tell customers on Valentine’s Day about colors, prices and more? It’s true roses are more expensive at Valentine’s Day than they are the rest of the year. Customers know this as well as you do; a few might even accuse you of price gouging. But most understand that you get what you pay for, and that there are good reasons to pay more for quality, especially when it is in high demand. Still, it never hurts to have answers, facts and figures on the tip of your tongue. The more you know about what it takes to produce roses for Valentine’s Day, the better prepared you are as a buyer and seller. This fall, rose supplier Royal Flowers hosted one florist, Brooke Raulerson AIFD, FSMD, of Artistic Florist and Events in Amelia Island, Florida, on a visit to their farms in Ecuador for some questions and answers about quality roses. The trip was recorded in a series of videos. “I came away feeling like we don’t pay enough for these roses!” says Brooke. “When you see everything that goes into producing and packaging

A new video series with information about Ecuadorian roses from Royal Flowers features Florida florist Brooke Raulerson AIFD of Artistic Florist in Amelia Island, Florida.



Looking for reliable alternatives to red roses? Those pictured here and on the next page are just a few among the many options.

DECEMBER 2014 31

ROSE TALK and shipping them—down to the specific types of worms that are flown in to make the perfect compost! The little plastic strips that hold the roses in place in the box are applied by hand, so as not to damage the roses. There is so much thought and care put into these roses at every step of the way, it’s truly amazing! “I learned so much on this trip; it’s an experience that I wish every florist could have, along with every consumer who loves roses,” says Brooke. If you can’t make it to Ecuador, for the next best thing check out the video series on the Royal Flowers website, Why are Valentine roses more expensive? To meet the holiday demand, growers have to “pinch back” their rosebushes, sacrificing several buds that would otherwise have grown to maturity to get that one, perfectly timed, single long-stemmed rose. It takes two months or more for growers to produce the Valentine’s Day crop (which explains why red roses can also be scarce, and expensive, at Christmastime). What makes a quality rose? The answer to that question could fill a book! Cut roses are traditionally “graded” by stem length (in centimeters), with the stem measured from just below the bloom. A longer stem usually—but not always—means a larger bloom; long stems have their own appeal, but they’re also just easier to measure than bloom size. At Royal Flowers, roses are graded by the size of the head; then any that have smaller heads are cut to an appropriate, shorter stem length. All the blooms in a bunch should always be of the same size. Vivid or delicate color, strong stems, unblemished leaves—these are intuitive gauges of quality. But vase performance can’t always be predicted from the appearance of a rose at the time of purchase; it depends partly on factors that play out only as the rose begins to mature. Many customers still believe a rose that has been cut tight will last longer than one






Although red roses still outsell “colors” on Valentine’s Day, most customers appreciate learning about other great options.

cut at a more open stage. The opposite is true. Although the precise ideal cut point varies from one rose variety to the next, in general, a more open “wholesaler” cut results in stronger stems, bigger blooms, and an extended vase life, simply because the rose has benefited from two or three more days of nourishment from the mother plant. Don’t Valentine’s Day roses really have to be red? It’s well known that men prefer, on the whole, bold and bright colors (like red). And, it’s a fact that Valentine’s Day is the only time of year when more men are buying flowers than women. So, it’s no wonder that 63% of Valentine customers choose to purchase red roses (some as part of a mixed bouquet). But some men are finally getting the message: women (on the whole) prefer softer colors and, far from being disappointed with anything other than red, are likely to be favorably impressed by a gift of roses in pastel or blushing tints. Consider these top varieties, among many that are available on the market, as an alternative to red (photos are courtesy of Royal Flowers, a leading supplier of Ecuadorian roses): • Lavender roses are generally not known for long vase life, but Ocean Song (pictured on the previous page), a relatively new variety with a bluish tint and plenty of old-fashioned charm, does better than most with a vase life of at least five to ten days. • In vivid magenta or strong pink, Pink Floyd (pictured on the previous page) and Sweet Unique are among the market favorites, known to open beautifully and hold their shape. • Free Spirit and High and Magic, in exquisitely blended orange, yellow, and red, are both long-lasting varieties with large blooms. Free Spirit has a light scent and wavy-edged petals that sometimes have a peachy tint, giving it the look and feel of a garden rose, though it performs like an exceptionally hardy standard rose. • With a large bloom and a long vase life, White Dove is among the purest and brightest of white roses, associated with young love, true love, and sometimes, wedding bells! b

Love isEasy... ‌when you plan ahead for custom-crafted flair.

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

Photography by Ron Derhacopian

FANCY FRETWORK Flat-wire curls lend elegance and artistry to a mixed bouquet of Freedom, Black Baccara, and two-tone roses. Joyce began by making the individual curls: she took lengths of flat wire, each about 18 inches, and curled both ends, turning

see Where to Buy, page 67.

the wire with a needle-nose pliers. Then she clamped


For product information,

the individual curls together with short pieces of flat wire, cut to about an inch, overlapping the ends on one side and trimming off the excess. Finally, she equipped the clamped curls with flat-wire stems to incorporate them into the bouquet.


DECEMBER 2014 35

Love isEasy...


LOVE UNFURLS A heart shape rising from a bed of pink and silver-gray flowers is filled with scrolls of flat wire that evoke sweet scentiments aborning. The heart is actually quick to make and of course completely doahead. It is fashioned from oneinch flat wire in matte silver and gold, using a needle-nose pliers. Make the outline of the heart first, leaving the bottom open; then make the interior scrolls. The larger scrolls unfurl from the bottom of the heart and nearly fill it; a couple of smaller scrolls are glued into place with UGlu. Likewise, UGlu holds the bottom “stem� of the heart and its scrolls together; the stem is inserted directly into floral foam. Silver brunia and dusty miller harmonize nicely with the silver flat wire and the mercury glass bowl.

AM I BLUE? A pair of jeweled hearts floats against a sky-blue background of permanent hydrangea petals, glued onto a cardboard heart and wrapped with silver bullion. Joyce drew the heart on cardboard before cutting it out; two florist wires incorporated into the back of the heart anchor it securely in floral foam. A blue vase echoes the color and texture of both permanent and fresh hydrangea petals; Tara yellow roses provide a color complement, along with harmonizing hypericum and Green Trick dianthus.

DECEMBER 2014 37

All g Love throu h is asy ... E thehouse

RICHLY RED At left, a pair of wreaths in graduated sizes (18 and 15 inches) makes the most of wide decorative ribbon with loops and rolls to show it off. The smaller wreath is hung from the larger one with florist wire; a length of ribbon passing from one wreath to the other gives the illusion of a ribbon hanger and connects the two wreaths visually. Above, a smaller, horizontal wreath is made in a 13-inch Design Ring (a foam wreath form resting in a design tray). Stemmed, footed, tiered glass cylinders rise from inside the wreath, with floating candles in the top of each one.


BUCKLED UP A cylinder vase can be dressed with glittering

JUST PEACHY A stunning color scheme of soft orange and light, fresh

heart-shaped buckles quickly and well in advance of the holiday.

green is enhanced with abstract, contemporary shapes made of green

Because they are lightweight, the plastic buckles don’t require

wire that could suggest either leaves or hearts. Six roses, fluffy carna-

any glue; Joyce simply tied them onto the vase with wide bands

tions and hypericum make a tidy, multi-textured, romantic bouquet in

of pink ribbon, knotted in the back. A head of pink hydrangea

the stylish green glass Expo Vase.

serves as a design grid for the remaining stems in the bouquet; a fifth heart nestles among the flowers, supported on a wire stem.

DECEMBER 2014 39

Love isEasy...


SWEET SOMETHINGS As round and delectable as a scoop of ice cream, three heads of hydrangea—wrapped around with fuzzy yarn, button wire, beaded wire, and lily grass— form the foundation of the design at left, with Tibet and Esperance roses nestled at the top. A pink gerbera defines a focal area and pulls it all together.

NESTLED IN THE GRASS Here’s a clever way to integrate an air-filled balloon into a floral design: in the design at right, a Valentine heart seems to poke its head up from the middle of a grassy meadow, even while it rests on a bed of red carnations and variegated pittosporum. Joyce bound the lily grass here and there with bullion and secured it to the balloon with UGlu. DECEMBER 2014 41

Love isEasy...

THE SILVER ROSE A single rose takes on glittering glamour with the addition of silver stem wrap and dazzling silver leaves. The leaves can be made well in advance; even the stem treatment can be done as soon as roses arrive in the shop. Joyce made the outline of each leaf using Diamond Wire and needle-nose pliers, then filled it in with Diamond Wrap, gluing the wrap to the wire; finally, she wrapped each leaf with silver beaded wire.

GLEAMING RED At right, Teleflora’s low bamboo rectangle gets a new look, sprayed silver on the bottom (easy to do with masking tape) and adorned with silver cording attached with UGlu. Silver-sprayed succulents bring the color up among the flowers, which include four anthuriums, bound together with bullion wire in one spot. The anthuriums point in all directions and cut curving lines above a bed of hypericum, carnations, Green Trick dianthus and variegated pittosporum. 42

DECEMBER 2014 43

Love isEasy...


A DAZZLING DOZEN Lightweight and inexpensive, acrylic design chain can be added to a flower or floral design anywhere with no more than a touch of floral adhesive. Here, the effect is enhanced by the jeweled band at the top of the Tiara Vase; the long-stemmed roses emerge from a fluffy base of variegated pittosporum foliage.

A TOUCH OF LACE For a charming vintage look, Joyce wrapped lily grass with lace ribbon: First, she split a length of the ribbon to about twice the width of a blade of the grass. Then she simply folded the lace over the grass using floral adhesive and wrapped it with gold bullion for extra security and glitz. The lacewrapped lily grass can be made into loops, bows, and streamers; it is beautifully complemented with soft orange roses and hydrangea in antique pink. DECEMBER 2014 45

LOVE LETTERS “You can pick up used Scrabble sets very inexpensively at secondhand stores and yard sales,” says Joyce. “I use the letters for all kinds of things.” A single set can yield as many as ten romantic words or phrases. For a real Scrabble fan, the game could also make part of the gift; if the letters are secured in the design with UGlu, they can later be returned to the set. To make the design, Joyce filled a bamboo tray with floral foam, then added arches of curly willow tips twisted together, along with oncidium sprays, Green Trick dianthus, ivory hypericum, and Tara roses. A cluster of variegated pittosporum looks like a green and white flower.

DUTCH TREAT Purple tulips make the perfect complement to a ceramic pot with a sweetly romantic Dutch theme, while ribbon roses pull the color scheme together and add value and interest at low cost. The ribbon roses are easy to make when you start with wired ribbon: Simply pull the wire out of the ribbon on one side only, pushing the fabric along on that side to gather it like a ruffle. Wrap the ruffle around the other end of the ribbon, and when you’re done, attach the ribbon to a pick. Wind the pulled wire around the outside to secure the rose. You may want to add a UGlu Dash or a spot of pan glue to the center of the rose along the way for added security. b 46

Love isEasy...

DECEMBER 2014 47


Valentine? Design ideas tailored to all kinds of buyers and recipients for the special day.

Floral design by Joyce Mason-Monheim AIFD, PFCI, AzMF, inspired by design concepts from Julie Poeltler AIFD, PFCI

For product information,


Photography by Ron Derhacopian

see Where to Buy, page 67.

LOVERS’ NIGHT OUT Valentine’s Day falls on a Saturday in 2015. Restaurants will be packed, and ready to honor the occasion with a heart-shaped wreath for the hostess stand. Here, a premade wreath of limonium and baby’s breath has been enhanced with small bunches of the same flowers, snipped from a matching garland and secured with wired wool, plus White Mist salal leaves and cherry-colored burlap ribbon.


DECEMBER 2014 49

who’All sYour

gh throu Va l entine ? the



HEART FELT For a teenage girl, felt hearts dotted with lightweight acrylic jewels make the perfect accessory to a soft, frilly bouquet in blues, pinks, and purples. Self-adhesive felt hearts are inexpensively available at craft stores; they are easily applied to an everyday vase. The jewels, cut from a design chain, call attention to the hearts with an added touch of bling. The hearts, equipped with wire stems, also peep from among the flowers in the laced bouquet of hydrangea, delphinium, statice, pink roses and fragrant pink stock. SAY IT WITH CARDS Do you have customers who spend hours poring over your greeting-card selection? A beautiful card— or two, for those who can’t quite decide—not only can say in words what might be difficult to express in person, but can add a contrasting visual element to a floral design. These

RICHLY RED At left, a pair of wreaths in graduated sizes (18 and 15 inches) makes the most of wide decorative ribbon with loops and rolls to show it off. The smaller wreath is hung from the larger one with florist wire; a length

are elevated on picks with

of ribbon passing from one wreath to the other

UGlu; scrolls and curves

gives the illusion of a ribbon hanger and con-

of half-inch flat wire add a

nects the two wreaths visually.

third component that helps

Above, a smaller, horizontal wreath is made

to bind the flowers and cards into one expressive statement of affection.

in a 13-inch Design Ring (a foam wreath form resting in a design tray). Stemmed, footed, tiered glass cylinders rise from inside the wreath, with floating candles in the top of each one.

DECEMBER 2014 51




FLORISTS NEED LOVE, TOO Who needs Valentine flowers more than another florist? They might also be a way of showing appreciation to a hardworking colleague at one of the busiest times of the year. Here, colorful and high-quality florist tools are incorporated into the design as keepsake gifts. The scissors are UGlu’d to wire picks, the knives likewise secured to the container with UGlu. White Mist lily grass is wrapped around the strelitzia stems and pinned in place with corsage pins for an artistic touch. RHINESTONE COWGIRL Many an office worker by day goes two-stepping at night—a field of opportunity for both fun and romance. Three blades of lily grass are braided together with raffia for an accent that visually ties the flowers and foliage to the boot. Succulents, kiwi vine and bright orange gerberas evoke the Western desert, while rhinestone buckles bring in the bling.

NOVEMBER 2014 53



PUPPY LOVE Duct tape comes in all kinds of fun patterns—including a paw-prints design that’s perfect for a pet-themed Valentine design—one that a grateful customer might want to send to her veterinarian. With a cute plush dog and flowers to match the colors in the duct tape, the concept is almost complete. Curving lines constructed with midollino and flax add lively movement—almost like a wagging tail. MAKING MEMORIES Heart-shaped glass ornaments, with caps in an antique bronze finish, say “I love you” in a way that will bring back memories at Christmastime, when the same ornaments can be hung on the tree. Here a twisty stem of kiwi vine, pinned into the foam, serves as a hanger; a third heart is attached with UGlu to wood picks. The setting provides a beautiful showcase for white Asiatic lilies, pink spray carnations, and White Mist boxwood.


NOVEMBER 2014 55



LOTUS POSITION For a yoga instructor, a devoted practitioner, or for anyone with a New Age mindset, the best Valentine gift might be one with perfect balance and plenty of movement. A cute figurine with just the right message adds a touch of fun. The design is created in a low bamboo tray with a pair of aspidistra leaves efficiently covering the floral foam. Very few insertions, made right through the leaf, are required to complete the design. CHERRY ON TOP Floral cupcakes make a charming and affordable gift that’s all the more appealing displayed on a chevron cake plate. (Don’t be surprised if you sell the cake plate too—or the entire display.) Felt hearts on picks add the Valentine touch. The cupcakes are designed in floral foam with upside-down, leftover paint-can lids as utility containers, inside decorative baking cups. TWO HEARTS ARE ONE Sentimental yet sophisticated, this design incorporates not one but three keepsake-quality containers. The hanging porcelain hearts would make lovely gifts on their own (they’re also perfect for wedding décor). An overhanging bundle of White Mist curly willow puts their thin satin ribbon hangers on display; they are further secured with florist wire at the back of the design. 56

DECEMBER 2014 57



WARM AND BRIGHT Proving that Valentine’s Day doesn’t have to be all about red, pink and lavender, warm tones of yellow, brown, burnished gold and bright silver combine in a design that incorporates a glazed ceramic orb as a keepsake gift. Gilded aspidistra leaves lend a special glow. Some have their tips wrapped around a stem of solidago and secured with UGlu, others are stapled into folds at the base. The gold treatment on the leaf actually makes it sturdier and more durable, but no less pliable. 58

DECEMBER 2014 59



CANDY STRIPES Here’s another fun bouquet for a young person or female relative. Duct tape in any colorful pattern can be wrapped around a soaked piece of midollino by twirling both in your fingers, much as you would cover florist wire with floral tape. The result is a material both strong and flexible that can be fashioned into bows and streamers. Here, squares of the same duct tape adorn the vase and marry it to the bouquet, which echoes the colors in the tape. b



2014 INDEX

Creative Edge Fun with Hydrangea Petals......Jan, p. 12 Half a Dozen Times Three ....... Feb, p. 12 Say Spring with Nests ............ Mar, p. 12 Return of the Cascade............. Apr, p. 12 Botanical Collections ............. May, p. 12 Easel Sprays .........................Jun, p. 12 Holiday Permanent Botanicals ..Jul, p. 12 Fall: Spare & Brilliant ............. Aug, p. 10 Bouquet Holder Possibilities ....Sep, p. 10 Three Wreath Techniques ........ Oct, p. 10 Creative Candlesticks............. Nov, p. 10 Valentines .............................Dec, p. 10

Design Contest The Theme (“Happy Anniversary”) .......... Jan, p. 32 (and Feb, p.16 and Mar, p. 16) The Ten Finalists ................... Aug, p. 16 The Winners ......................... Nov, p. 19

Floral Design Features Style Directions 2014: Colors, Flowers and Accessories (designer: Rich Salvaggio AIFD)..............Jan, p. 34 Easter Treats: Festive Flowers for a Moveable Feast (designer: Helen Miller AIFD) .................. Feb, p. 26 Spring Forward: Easy Ideas for Salable Designs (designer: John Hosek AIFD) .................. Feb, p. 34 Wreathed in Spring: Floral Décor with Permanent Botanicals (designers: Bert Ford AIFD and Rich Salvaggio AIFD) .................................... Feb, p. 48


International Mom: Celebrating Moms Around the World (designers: Tim Farrell AIFD and Rich Salvaggio AIFD)............. Mar, p. 24 Fun & Fancy: Creative Twists and Practical Techniques for Prom (designer: Kevin Ylvisaker AIFD) ................................... Mar, p. 36 Wedding Wow: Trendy Themes to Thrill the Most Demanding Bride (designers: Joyce MasonMonheim AIFD and Michael Quesada AIFD) ................................... Apr, p. 36 Show & Tell: Attention-Getting Flowers in Conversation-Piece Designs (designer: Bert Ford AIFD) ..................... May, p. 26 Party Down with Orchids: Dramatic Designs for Special Events (designer: Kenneth Snauwaert AIFD)........Jun, p. 30 Go for the Green: Everyday Designs that Make the Most of Foliage (designer: Jim Ganger AIFD) ..................Jun, p. 42 Making Spirits Bright: Style Directions for Uplifting Holiday Display (designer: Bert Ford AIFD)..............................Jul, p. 24 Summer Specials: Entice Customers with Affordable Designs (designer: Susan Ayala AIFD) ............................Jul, p. 50 Flowing Sunshine: Solidago as a Feature Flower ...................... Aug, p. 26 Fall Fusion: Mixing Fresh Flowers and Botanicals (designer: Bob Hampton AIFD) .............. Aug, p. 28 Lilies, Easy & Elegant: Quick & Stylish Designs for Fall & Winter (designer: Florian Seyd) ........ Aug, p. 54

Seasonal Celebrations: Six Stylish Wedding Themes (designers: Tom Bowling AIFD and Cindy Tole AIFD) ......Sep, p. 38 In Loving Memory: Expressive Tributes for the Service (designer: Tim Farrell AIFD)..... Oct, p. 26 Homeward Bound: Sympathy Gifts for the Home (designer: Joyce MasonMonheim AIFD)...................... Oct, p. 40 Tropical Romance: Wedding Designs with Hawaiian Flowers and Plants (designers: Hitomi Gilliam AIFD and Lois Hiranaga AIFD) ............... Oct, p. 59 Holiday Expressions: Designs that Say “Season’s Greetings” with Warmth and Style (designer: Vonda LaFever AIFD) ............. Nov, p. 36 All Through the House: Mantels, Doors, and Centerpieces (designer: Alex Jackson AIFD) ............... Nov, p. 48 Love Is Easy… When You Plan Ahead (designer: Joyce MasonMonheim AIFD)......................Dec, p. 34 Who’s Your Valentine?: Design Ideas Tailored to Different Recipients (designers: Julie Poeltler AIFD and Joyce Mason-Monheim AIFD) ...........Dec, p. 48

Floral Industry Features Cut-Flower Trends from Colombia: The Leading Supplier to the U.S. Branches Out.........................Jan, p. 14 Your Prom Customer: A Portrait in Facts and Figures .......................... Mar, p. 52 The Flower Trends Roundup: New and Exciting in Fresh Flowers........ May, p. 51

Company Profile: Hortica Insurance & Employee Benefits ................. May, p. 57 Around the World from A to Z: World Flower Council .............Jun, p. 28 Buyers’ Guide: Products, Services, Wholesalers, Schools, Assns...Jun, p. 61 Lilies, Backwards & Forwards: Where Today’s Lilies Come From & Where They’re Going ............. Aug, p. 46 Floristry Transformed: AIFD Artists Point the Way Forward....................Sep, p. 20 Paradise on the Move: Flowers & Plants from Hawaii................. Oct, p. 54 Guide to Floral Mosses..........Dec, p. 26 Rose Talk: Questions and Answers about Valentine’s Day Roses ...Dec, p. 31

Focus on Design Punched Leaves and Party Lights ...........................Jan, p. 10 A Midollino Vase Cover ........... Feb, p. 10 A Sparkling Prom Bouquet ..... Mar, p. 10 Pleats, Please........................ Apr, p. 10 Leaf-Wrapped Floral Sushi ..... May, p. 10 Integrating Decorative Accessories ...........................Jun, p. 10 Making Mini Christmas Trees....Jul, p. 10 Succulents, Stacked ................ Aug, p. 8 A Mostly Do-Ahead Bouquet ......Sep, p. 8 A Memory Altar ........................ Oct, p. 8 Holiday Candles, Paired .......... Nov, p. 8 A Wire Heart “Locket”................Dec, p. 8

Fresh Focus Succulent Rosettes .................Jan, p. 34 Waxflower ............................. Feb, p. 60 Snapdragons ........................ Mar, p. 18 Favorite Fragrant Flowers ........ Apr, p. 26 Alstroemeria ......................... May, p. 51 Florida Foliage .......................Jun, p. 14 Hypericum ........................... Nov, p. 61 Accent Flowers.......................Dec, p. 18

Principles & Elements Color ....................................Jan, p. 30 Form .................................... Feb, p. 14 Line ..................................... Mar, p. 14 Pattern .................................. Apr, p. 14 Texture................................. May, p. 14 Size and Space ......................Jun, p. 26 Balance .................................Jul, p. 68 Contrast ............................... Aug, p. 24 Dominance ...........................Sep, p. 16 Harmony & Unity ................... Oct, p. 16 Rhythm ................................ Nov, p. 16 Proportion .............................Dec, p. 16

Thriving in a Tough Economy (Angelone Florist, Raritan, New Jersey) ......................... Aug, p. 12 Profitable Deliveries (Jacobsen’s Flowers & Gifts, Detroit Metro, Michigan) .............................Sep, p. 12 How to Buy a Flower Shop (Mystery Florist)..................... Oct, p. 12 Selling More with Your Web Site (Schmidt’s Flowers, Williamsburg, Virginia)............................... Nov, p. 12 Coping with “Extreme Competition” at Valentine’s Day (Busch’s Florist & Greenhouse, Jefferson City and Columbia, Missouri)...............Dec, p. 12

Shop Profiles Ruth Chase Flowers, New Milford, Connecticut ........ Feb, p. 56 Dr. Delphinium, Dallas, Texas ....................... Mar, p. 55

Profit Boosters

Krueger Floral-N-Gifts, Schofield, Wisconsin .............. Apr, p. 16

Changing Phone Habits (Mitchell’s Flower Shop, Orland Park, Illinois) .... Mar, p. 61

Howard Brothers Florist, Oklahoma City, Oklahoma ..... May, p. 16

The Price Is Right (Lea’s Floral Shop, East McKeesport, Pennsylvania) ....................... Apr, p. 60

Ford Flower Company, Salem, New Hampshire ......... Aug, p. 58

New Strategies for Growth (Capitol Hill Florist, Oklahoma City, Oklahoma)........................... May, p. 60

Flowers Make Scents, Midlothian, Virginia ................ Oct, p. 19 The Rhoads Garden, North Wales, Pennsylvania .... Nov, p. 27

Motivating Employees (Rutland Beard Florist, Baltimore, Maryland) .............................Jun, p. 22 Create and Sell Your Very Best (Artistic Florist, Amelia Island, Florida)..................................Jul, p. 18 DECEMBER 2014 63

what’s in store

EMBRACEABLE With a stylish, adjustable bracelet that fits around the neck of the hand-blown red glass vase, Teleflora’s Sweet Embrace Bouquet incorporates two memorymaking keepsakes in one romantic floral gift. Call 800-333-0205 or visit

TIE ONE ON For the perfect Valentine’s Day accent, choose from a wide selection of ribbons offered by Reliant Ribbon, including (seen here) Grosgrain Stitch and wired-edge Naturally Hearts (on the vase) or wired-edge Paradise (on the chocolate box) (photo courtesy of Call 800-886-2697 or visit


Add one of Burton + Burton’s three-inch, heartshaped wood picks into any arrangement or blooming plant and the Valentine message reads loud and clear. Red with a white layered background, the picks are equipped with metal clips on the back; they come on 12-inch stems adorned with satin bows. Call 800-241-2094 or visit

SLENDER AND SHAPELY Red midollino hearts (here combined with loops of red flat cane) are just one of three midollino shapes (heart, butterfly, flower) available in various colors from SmithersOasis. All of the OASIS™ Shapes are made of thin rattan, hand-knotted into three-inch-wide shapes on 14-inch stems. Call 800-321-8286 or visit

advertiser links

industry events

To access our advertisers’ websites, go to and click on “Advertisers in This Issue.” ACCENT DÉCOR, INC.



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.

MARCH 11-13, 2015, LOS ANGELES, CA World Floral Expo, Los Angeles Convention Center. Visit

JUNE 24-30, 2015, DALLAS, TX Dallas Holiday & Home Expo, Dallas Market Center. Call 800-DAL-MKTS or visit


5, 33

800-247-9725 800-893-9833 BURTON + BURTON





NATIONAL AND INTERNATIONAL JANUARY 5-16, 2015, ATLANTA, GA FloraMart 2015 Fall/Christmas Market. Contact for details.


800-328-8893 D&D INTERNATIONAL

Atlanta International Gift & Home Furnishings Market (temporaries, January 8-12),



AmericasMart. Call 800-ATL-MART or visit



JANUARY 14-20, 2015, DALLAS, TX


Dallas Holiday & Home Expo, Dallas


Market Center. Call 800-DAL-MKTS or visit



National AIFD Symposium, Sheraton Denver Downtown. Call 410-752-3318 or visit

JULY 7-14, 2015, ATLANTA, GA Atlanta International Gift & Home Furnishings Market (temporaries, July 9-13), AmericasMart. Call 800-ATL-MART or visit

877-530-TREE (8733)


JUNE 30-JULY 4, 2015, DENVER, CO



JULY 11-14, 2015, COLUMBUS, OH Cultivate15 (formerly OFA Short Course), Greater Columbus Convention Center. Visit


JANUARY 15-19, 2015, CHICAGO, IL




Chicago Winter Market, Merchandise Mart. Visit






JULY 29-AUGUST 1, MONTEREY, CA CalFlowers Fun ’N Sun Convention, Monterey Marriott. Call the California Associa-


tion of Flower Growers and Shippers at

TPIE (Tropical Plant Industry Exhibition),

831-479-4912 or visit

Broward County Convention Center. Visit 29


AUGUST 15-19, 2015, NEW YORK, NY NY Now, The Market for Home + Lifestyle,






Jacob K. Javits Convention Center and Pier

California Gift Show, Los Angeles Conven-

24. Call 800-272-SHOW or visit

tion Center. Call 800-318-2238 or visit 1


SAF Annual Convention, Ritz Carlton. Call

NY Now, The Market for Home + Lifestyle,

the Society of American Florists at


Jacob K. Javits Convention Center and Pier

800-336-4743 or visit


24. Call 800-272-SHOW or visit

800-977-4483 SEMINOLE



800-321-8286 SYNDICATE SALES


800-428-0515 TELEFLORA

23, 30

800-333-0205 VASE VALET 316-747-2579





SAF Congressional Action Days. Call the

Great Lakes Floral Expo, DeVos Center. Call

Society of American Florists at 800-336-

the Michigan Floral Association at

4743 or visit

517-575-0110 or visit

DECEMBER 2014 65


events MARCH 20-22, 2015, GREEN BAY, WI WUMFA (Wisconsin Upper Michigan Floral Association) Annual Convention, Radisson Hotel & Conference Center. Visit


COLUMN DESIGNS LIGHT-WEIGHT plastic decorative Columns These affordable, portable custom height columns are great for special events such as weddings or banquets.


EQUIPMENT Refrigerators For Flowers

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


MARCH 14-15, 2015, GROTON, CT Northeast Floral Expo, Mystic Marriott Hotel. Call the Connecticut Florists Association at 800-352-6946 or visit

SOUTH CENTRAL REGION JULY 17-19, 2015, SUGAR LAND, TX Texas State Florists’ Association Convention, Marriott Sugar Land Hotel. Visit

SOUTHEAST REGION APRIL 10-12, 2015, BIRMINGHAM, AL AIFD 2015 Southern Conference (“Botanical Bliss”), Aloft Hotel-Rosewood Hall. Contact conference chairs Mandy Majerik (205-324-2663) or Kevin Hinton (662-255-6530) or visit


• • • •

Light-weight Portable! Decorative Roman Columns Great For Special Events! Leave White or Paint Any Color!

Give me a call 866-461-7978 if you need additional info.

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

See Us In Action On

JANUARY 25, 2015, SEATTLE, WA Hilton Seattle Airport. Call the Society of


Advertise in

emporium For rates and info, call

SAF One-Day Profit Blast, Doubletree by American Florists at 800-336-4743 or visit

Portland, Oregon

E-mail: Website:

Just go to YouTube and type in

Flowers& Magazine to go to our YouTube Channel

Peter Lymbertos at 800-421-4921

CalFlowers Fun ’N Sun Convention, Monterey Marriott. Call the California Association of Flower Growers and Shippers at 831-479-4912 or visit


JULY 2010 2

where to buy

continued on page 70

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.

ON THE COVER Zoen Pot, Accent Décor. Purple plaid ribbon, Lion.




page 42

page 51

Diamond Wire and silver beaded wire, Smithers-Oasis. Ocean of Diamonds Diamond Wrap, Fitz Design. Mini vase, Teleflora.

Cube in plum color, Teleflora. Half-inch flat wire, Smithers-Oasis.

GLEAMING RED, page 43 Bamboo tray, Teleflora.

A DAZZLING DOZEN, page 44 Tracy Design Chain, Fitz Design. Tiara Vase, Accent Décor.

FLORISTS NEED LOVE, TOO, page 52 Victorinox floral Swiss Army knives (available in a variety of colors) and Japanese-made Sakagen florist scissors, Jamali. White Mist salal leaves and lily brass, Wm. F. Puckett. Circular Design container, Container Source.

pages 8-9


Lomey Wire Collar and flat and beaded wire, Smithers-Oasis. Urban Planter, Accent Décor.

page 53


Berwick Offray. Call 800-327-0350 or visit Burton + Burton. Call 800-241-2094 or visit Container Source. Call 800-499-6128 or visit Fitz Design. Call 800-500-2120 or visit


Ganz USA LLC. Call 800-724-5902 (in Canada 800-263-2311) or visit

Essentials Square Bowl plastic container, Smithers-Oasis. Boo plush dog, Gund.

Oxford Pot, Accent Décor.

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

Boot, Burton + Burton. Rhinestone buckles, Fitz Design.

page 54

page 16



page 55

Gund. Call 800-448-4863 or visit

page 35

Glass heart ornaments, Jamali. Red mercury glass vase, SNK. White Mist boxwood, Wm. F. Puckett.

Jamali Garden and Floral Supply. Call 212-996-5534 or visit

pages 34-47

Brooklyn Collection Vase, Accent Décor. Flat wire, Smithers-Oasis.


A TOUCH OF LACE, page 45


Gold mercury glass vase, Teleflora.

Flat wire in matte silver and gold, Smithers-Oasis. Mercury glass bowl, Teleflora.




page 37

page 47

Jeweled hearts, Fitz Design. Florence Pot, Accent Décor.

Zoen Pot, Accent Décor. Purple plaid ribbon, Lion.

page 46 Bamboo tray, Teleflora.

LOTUS POSITION, page 56 Bamboo tray, Teleflora. Yoga frog, Ganz.

CHERRY ON TOP, page 56 Chevron cake plate, Burton + Burton.


BUCKLED UP, page 38 Bubble Bucklezz Hearts, Fitz Design.

WHO’S YOUR VALENTINE?, pages 48-60


Porcelain hanging heart vases, Jamali. Textured white ceramic bowl, UCI. White Mist curly willow, Wm. F. Puckett.

page 39


Aluminum wire, Smithers-Oasis. Expo Vase, Accent Décor.

page 49

WARM AND BRIGHT, page 58-59

Hobnail vase, Accent Décor.

Baby’s breath and limonium wreath and White Mist salal leaves, Wm. F. Puckett. Burlap (jute) ribbon in fuchsia, Berwick Offray.



page 41

page 50

Red plastic Serendipity vase, Teleflora. Air-filled Happy Valentine’s Day balloon, Burton + Burton.

Bunch vase in pink, Teleflora. Acrylic jewels (cut from the Tracy Design Chain), Fitz Design.


Oval Vase in the Terrace Collection, Syndicate Sales. Pearl/wire garland, Sullivans. Gilded aspidistra leaves, Wm. F. Puckett. Jeweled heart, Fitz Design.


Lion Ribbon. Call 800-551-LION or visit Smithers-Oasis. Call 800-321-8286 or visit SNK Enterprises. Call 800-531-5375 or visit Sullivans, Inc. Call 800-456-4568 or visit Syndicate Sales. Call 800-428-0515 or visit Teleflora. Call 800-333-0205 or visit UCI (Unlimited Containers, Inc.). Call 888-880-8998 or visit Wm. F. Puckett. Call 800-426-3376 or visit

page 60 Rosie Posie vase, Syndicate Sales.

DECEMBER 2014 67

wholesaler connection


Flowers& magazine distributors 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 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 KANSAS WICHITA Valley Floral Company

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 ST LOUIS LaSalle Wholesale Florist NEW YORK CAMPBELL HALL Henry C. Alders OHIO DAYTON Nordlie, Inc. NORTH CANTON Canton Wholesale Floral PARMA Cleveland Plant & Flower Company PENNSYLVANIA PITTSBURGH Keystone Ribbon & Floral Pittsburgh Cut 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 Kirby/Signature Floral Supply MALAYSIA SELANGOR Worldwide Floral Services SINGAPORE Worldwide Floral Services

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: Rich Salvaggio Publisher: Rich Salvaggio Editor: Bruce Wright Owner: Teleflora, 11444 W Olympic Blvd, Los Angeles, CA 90064-1544 Issue Date for Circulation Data: September 2014

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













155 0

152 0



2,029 2,374 9,022 212 9,234 74% 4,500 11,148

2,078 2,423 8,348 256 8,604 74% 4,758 10,939

13,522 83%

13,106 84%



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(844) 471-3526

Please visit us at AmericasMart Atlanta – Bldg. 3, Floor 1, Booth #129 January 8-12, 2015 Visit to view our huge selection of quality vases.

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