Flowers& DECEMBER 2016 $6.50
Think... imagine... plan ahead... and
Share the ove L Creative inspiration for romantics pg 24
Playful Valentines for one and all pg 42
contents DECEMBER 2016
All About Roses
News, trends, and a review of the basics.
Hearts & Flowers
Quick & clever, romantic designs for that special someone. Floral design by Anthony Vigliotta AIFD Photography by Ron Derhacopian
Spreading the Love Irresistible Valentine gifts for everyone else.
Floral design by Rich Salvaggio AIFD, AAF, PFCI Photography by Ron Derhacopian
Stepping Ahead with Festive Florals
A new fresh-flower trade fair.
Flowers& Index 2016 2 DECEMBER 2016
on the cover A living plant of blooming jasmine vine, supported on a heart-shaped wire frame, lends delicious fragrance to a design that combines garden style with contemporary chic. For more on this design, turn to pages 46-47 (for product sourcing, turn to page 64). For more Valentine designs by Rich Salvaggio AIFD, AAF, PFCI, see pages 42-53.
A Flexi Grass Heart By Rich Salvaggio AIFD, AAF, PFCI
Everyday Design By Tom Bowling AIFD, PFCI
Looped Leaf Segments By Helen Miller AIFD
King Florist, Austin, Texas By Marianne Cotter
What’s in Store
Flowers& Volume 37, 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, $78.00. Canada, 1 year, $102.00 (US currency only); Canadian GST registration number R127851293. Other foreign countries, 1 year, $149.88 (US currency only). Single issues, $6.50 each prepaid. Periodicals postage paid at Los Angeles, Calif., and at additional mailing offices. Postmaster: Send address changes to Flowers&, PO Box 16029, North Hollywood, CA 91615-9871. Copyright © 2016 by Teleflora. Printed in U.S.A.
4 DECEMBER 2016
Flowers& Publisher Editor Art Director
Rich Salvaggio AIFD, AAF, PFCI email@example.com Bruce Wright Tony Fox
National Advertising Director
On the Internet
A d v i s o r y B o ard Teleflora Education Specialists Susan Ayala AIFD, PFCI, Riverside, Calif., Tom Bowling AIFD, PFCI, Syndicate Sales, Fairfield, Ohio, Tim Farrell AIFD,
AIFD, AAF, PFCI,
Farrell’s Florist, Drexel Hill, Penn., Hitomi Gilliam
Vancouver, B.C., Canada, Bob Hampton
AIFD, PFCI, CF, CAFA, AAF, PFCI,
AIFD, AAF, PFCI,
Dallas, Texas, John Hosek
Surroundings Events and Floral, Verona, Wisc., Alex Jackson
Veldkamp’s Flowers, Lakewood, Colo., Vonda LaFever
Fla., Joyce Mason-Monheim
AIFD, CF, CAFA,
AIFD, AAF, PFCI, AzMF,
Tree, Iowa, Jerome Raska
AIFD, PFCI, IMF, CAFA,
AIFD, AAF, PFCI, CF,
Designer Destination, Tucson, Ariz.,
Flowers and Such, Adrian, Mich., Darla Pawlak
Essexville, Mich., Julie Poeltler
Julie’s Fountain of Flowers, Lone
Blumz by JR Designs, Ferndale, Mich.,
Tom Simmons AIFD, CCF, Three Bunch Palms Productions, Palm Springs, Calif., Gerard Toh AIFD, CCF,
Garden Trade Services, Sherman Oaks, Calif., Cindy Tole AIFD, Botanica Flowers
& Gifts, Greensboro, N.C., Kevin Ylvisaker AIFD, PFCI, CAFA, Mukwonago, Wisc.
E d i t o r i al C o u n c i l Marie Ackerman AIFD, AAF, PFCI, Teleflora, Oklahoma City, Okla., Carol J. Caggiano AIFD, PFCI, A.
Caggiano, Inc., Jeffersonton, Va., Bert Ford AIFD, PFCI, Ford Flower Co., Salem, N.H.,
AIFD, AAF, PFCI, FSMD,
JWH Design and Consultant, West Palm Beach, Fla.,
Elizabeth Seiji AIFD, Edelweiss Flower Boutique, Santa Monica, Calif.
Customer service: For service on your magazine subscription, including change of address, please write to Flowers&, P.O. Box 16029, No. Hollywood, CA 91615-9871, enclosing a recent address label. For faster service, call 818-286-3128; Teleflora members call 800-421-2815.
10 6july 2010 www.flowersandmagazine.com
focus on design
A Flexi Grass heart in the Urban Wave Bowl adds up to sophisticated style.
Floral design by Rich Salvaggio AIFD, AAF, PFCI
1. Fill the long bowl with foam to about half an inch above the lip. Make a bundle of about 20 stems of Flexi Grass and bind it an inch or two from the tips with metallic (jeweler’s) wire. Make the binding secure by winding the wire around the bundle tightly, then twisting the ends of the wire together. When you cut the wire, leave three or four inches extra. Attach this lead wire to a wired wooden pick. Divide the bundle of Flexi Grass in half, but leave the binding intact. Insert the cut ends of each half into the foam at opposing angles, such that when you pull downward on the bound tips, a heart shape is formed. Secure the heart shape by inserting the wired pick into the foam.
The heart can be created well in advance and other insertions made closer to the holiday. The wide and sleek, boat-shaped bowl combines contemporary styling with maximum impact for short-stemmed flowers.
2. Insert red and pink roses at key positions in the focal area of the design, including a red rose at the center of the heart. Pillow pink hydrangea to cover most of the foam.
3. Continue adding flowers, accent materials and foliage to cover the foam and soften the outlines of the design.
Photography by Ron Derhacopian
how-to on s
For product information, see Where to Buy, page 64.
at Flowers&or go to flowersandmagazine.com.
DECEMBER 2016 9
inspired by... Everyday design
Inspiration is everywhereâ€” if you look for it. Most of us are fortunate enough to live surrounded by everyday objects that have been designed for visual appeal, ranging from tissue boxes to upholstery fabric. As an example, check out the patterned fabric sampled on this page. Loops, circles, long and lazy curves, angles and parallel diagonal lines come together in a design that is both simple and complex, restful to the eye and continually in motion. Probably Asian-inspired, it is both abstract and suggestive. The hand-drawn quality is reminiscent of mehndi art from India or Pakistan, the practice of staining the hands and feet with henna or turmeric, applied in intricate patterns for festive occasions such as weddings. The color scheme of the fabric design is simple, with dark lines in an earthy terra-cotta red on a background of glowing, golden yellow. This chromatic simplicity and the contrast of light and dark serves well to bring the intricate pattern into relief. Taking inspiration first of all from the straight parallel lines and curving arches, Tom created a design (on the next page) dominated by the graceful curve of a phalaenopsis stem, arching over the top of the design. The most strikingly original feature of this design, however, is the grid of parallel lines defined by star-of-Bethlehem stems, very straight and uniform in thickness, all cut at the same angle on top. What shop doesnâ€™t occasionally have beautiful stems like these
Floral design by Tom Bowling AIFD, PFCI
Photography by Ron Derhacopian
on hand, topped with flowers that are old or damaged, so that the stems would otherwise be thrown away? Here they fill the empty space below the arch with gleaming green. Blooms would only distract from the elegance of the flowering phalaenopsis spray. Shorter, curving stars of Bethlehem, with green flower heads just about to burst open, echo the orchid stem—and recall the gently curving interior lines in the patterned fabric. Phalaenopsis leaves anchor the design on the left. To balance their visual weight and create a lush basing for the design, Tom filled the footed gold Oscar Bowl with green anthuriums and lime-green spray mums. The pink spadixes of the anthuriums add more patterned line interest to the design, along with horizontal flax leaves and more star-of-Bethlehem stems. Trailing ivy shadows the bending, curling and cascading phalaenopsis roots. Line and form, color and texture, visual repetition and movement: the elements of design combine endlessly all around us in expressive ways, ready to serve as teachers, idea generators and springboards for any who care to look and see. b
For product information, see Where to Buy, page 64.
For more information, please contact Cory Sanchez at firstname.lastname@example.org Monica Useche at email@example.com Or, you can ask your local wholesaler for details and availabilty. Please visit our website www.florignen.com
News, trends, & a review of the basics.
By Bruce Wright
More than ever, garden style The vogue for garden-style roses just keeps building and building. Yes, it has its limits. Cut roses in the garden style—cupped, fragrant, petal-rich—are more expensive because they cost growers more to produce, for a variety of reasons, than the hybrid teas that florists have relied on for decades. And in many cases, garden roses do have a shorter vase life. Most florists (but not all! see page 18) reserve these varieties for wedding work. Supply is limited—in fact, garden-rose growers are hard pressed to keep up with fastgrowing demand. All those factors, however, tend only to increase the cachet of garden roses. When did “higher priced” and “hard to get” ever detract from a product’s prestige? Through social media, today wedding style tends to influence a wide range of lifestyle trends. And the market for garden-style roses has grown in more ways than just in volume. “When we started in 2005, we tested hundreds of varieties and discovered only a few that met our requirements,” says Jose Azout of Alexandra Farms—one of the prime movers in the development of this market. “Today we have over 50 varieties, and we’re constantly testing new ones. Breeders are competing with each other to come up with the
next garden rose.” Competition has raised the bar on vase life, he notes: “We now insist on a minimum of eight days vase life. That is after five days of shipping.” In the world of cut-flower garden roses, nothing creates more excitement than a new variety from English breeder David Austin, and the 2017 wedding season will see two: Purity (photo A at left) is a mediumsized, creamy white rose that opens, first to a cup, then to a fully open rosette with delicate blush undertones at the center. It has a fresh, medium-strong, pure-rose fragrance. “This is a big deal, because there are very few white roses with the English garden shape,” says Jose. Heretofore, fans of David Austin wedding roses who wanted white looked to Patience, a rose with frilly petals and a creamy, rather than a blush-tinted center. Purity is projected to be hardier than Patience, with a vase life of 10 days. Capability (photo B) is a deeply colored raspberry rose, with large blossoms opening fully to a deep cup, and a vase life of seven to nine days. Capability’s medium rose scent has subtle spicy accents. The rose is named after the great 18th-century English landscape architect, Lancelot “Capability” Brown. Also new and of interest, although with limited availability for now, is a series of striking garden roses bred in Japan but now grown also in Colombia by Alexandra Farms. “In Japan the growers are the breeders,” Jose explains. “Normally they don’t sell to anybody else, but we are working with Rose Farm Keiji”—a traditional, multi-generation family farm—“to launch their brand in the U.S.” The first three Keiji varieties include: Princess Aiko (photo C), a peachy, peonyshaped rose; Princess Kishi (D), hot pink to purple with a striking chartreuse center; and Princess Sakura (E), a deeply cupped rose, white with pink overtones (sakura means cherry blossom in Japanese). All these new introductions, while exciting and exquisite, will be in short supply for the first season. Indeed, unless you place orders well in advance and have good relationships with your suppliers, you may have trouble obtaining popular garden roses like Juliet or White O’Hara. When that’s the case, don’t despair, says Jose: impress your bride by suggesting a garden-rose variety that’s well established and high-performing but not quite as widely known already—like fragrant, butter-yellow Beatrice or soft-pink Constance. DECEMBER 2016 15
Roses from all over By
growers would like to increase their market share. It
far the majority of the roses sold in North America, year-round, are grown
may seem strange to think of roses
in Colombia and Ecuador. Both countries
coming to North America from as far away
have the advantage of high altitudes and
as eastern Africa—but if Ecuador can sell
abundant year-round sunlight, factors that
roses to Russia, why not? What to do with leftover
tend to produce long
True, the cost of transportation is high—
stems and large heads.
and here Ethiopia has the advantage, with
rose petals With enough volume
Ecuador is favored as
direct flights from Addis Ababa to Los An-
and the right clientele, you can create
the world’s premium rose producer. Colom-
geles, stopping in Dublin to refuel. Ken-yan
a show-stopper like the design on
bian roses are also of fine quality and often
advocates have been lobbying hard for a
page 27. But here’s another sugges-
a few pennies less expensive.
direct flight to the U.S. from Nairobi, but
What about alternatives? Two countries
as of press time for this issue of Flowers&,
in east Africa play a role as suppliers to the
none was yet available. Kenyan and Ethio-
European market similar to that of Ecuador
pian roses both are currently supplied to
and Colombia in relation to North America.
tion from designer Anthony Vigliotta AIFD: “Place them in a Ziploc bag in the cooler, with a simple sign (‘Rose petals’) and a price. Guys see it and ask, ‘What do I do with these?’ You tell them, ‘Scatter them in the bath—or on
Kenya has been longer in the game—today,
the bed,’ and they always go for it.”
it is the world’s third-largest producers of cut flowers—but Ethithe garden look with a high petal count and
opia is catching up fast. roses
cupped, rounded blooms, in a range of
from both countries
colors popular for weddings. Clustars need
are being sold in
warmer nights than are typically found at
North America as
well as in Europe, and the
North America mainly via the Dutch flower auctions.
D 16 www.flowersandmagazine.com
the high elevations of South American rose farms but thrive in Africa; they are also being grown in California. Intermediate-size standard roses are
To help them compete with South Amer-
another successful category for African
ica, African rose growers have lower la-
growers. Mellano & Company, the South-
bor costs and, sometimes, a different
ern California-based grower, shipper and
selection of varieties. They have done
wholesaler, recently introduced an Ethiopi-
particularly well with spray roses,
an rose program that includes both sprays
like bicolor Fireworks (photo A) and
and intermediates (photo D). “We’ve found
golden-yellow Marisa (photo B).
the intermediates to be very long-lasting,”
Both varieties are bred by Interplant,
notes Mellano’s Bruce Brady. “The vase life
a top rose breeder with offices in both
can go 10 to 12 days or longer, with a nice
Holland and Kenya. Interplant is also the
vibrancy. Intermediate means they are more
breeder responsible for the Clustar series
affordable, but they still have a good head
of spray roses (photo C) which captures
size and show up well.” may 2010 11
Making everyday special Most florists only buy garden-style roses as a special order for weddings. But some who have standing orders have found success with that strategy, selling them as everyday product. “We keep them in the cooler, which is color-blocked,” says Alex Jackson AIFD, AAF, PFCI, at Veldkamp’s Flowers in Lakewood, Colorado. “So Tess or Darcy might be there right next to Freedom and Forever Young. We explain the value: we go into the fragrance and the beauty as they age and open up to significant size. There’s people who go for it and people who don’t, but we find some people are happy to try them, and if they do they like them. “We also try to have an arrangement or two in the front cooler, where the roses might be a little more open,” says Alex. “Periodically we’ll leave a vase of them out so they do fully open over the course of a week or so. Of course we don’t sell those, but we talk about them, telling customers, ‘This is a week old, look how beautiful it is, how different over time as it matures and blooms.’ “When we use garden-style roses in event work, it’s typically right at the peak, so they only have a day or so left to go. But when they are tight they last just as long as any other rose. “People do see the price difference. Our standing order helps us out in cost significantly. And we have a select group of regular customers who understand that product
and appreciate it for what it is. They purchase them loose, by the stem. A garden rose is one of those flowers that looks great in a bud vase or a small gathering all by
itself. I have them in my own house on a regular basis,” says Alex. “It’s a great thing to encounter coming home after a really long day.”
Best-quality roses Your reputation
• Don’t strip all the way! Allow foliage
cardboard from around tightly packed
stands and falls on how your shop’s
above the water line to remain on the
roses right away—or at least within two
roses perform. To give customers the best
stem. Don’t automatically remove guard
hours of placing them in water. This is
possible value, remember these tips:
petals right away.
especially true with garden roses. Some
• Order early—ideally, early in December; by January 1 at the latest. • Choose the best varieties—those with a proven
• Keep roses chilled and fed. Hydrate roses in the cooler, not at room temp. Use a flower food
wholesale and retail florists believe the cardboard protects the roses, or leave it on so they will stay compressed and look less open. Once the rose is processed,
however, the cardboard is more likely to
reds, for example, bright
damage its delicate petals than protect
red Freedom (shown) or
• Loosen up.
them. Let them breathe and develop as
Mother Nature intended.
How roses get from farm to flower shop Traveling from farms in Colombia or Ecuador and reaching a retail flower shop via a wholesale florist, the journey typically takes from five to seven days or more. That may seem like a long time—but remember that when it comes to keeping flowers fresh, temperature control is more important than transport time. “A rose that is shipped for three to four days at a perfect 33 degrees is way fresher than one that shipped in one day at 50 degrees,” says grower Jose Azout of Alexandra Farms, citing industry expert Dr. George Staby of the Perishables Research Organization. “Internet shippers can get the roses there overnight or in two days, but they suffer because they’re not in the cold chain.” The following describes a practical but also better-than-average scenario for market distribution of roses (and most other flowers) year-round from South American farms like those pictured here. Day 1. Roses are cut, graded and bunched, put into hydrating solution and hydrated in cold rooms overnight, which prepares and strengthens them for the trip they’re about to make. Day 2. The roses are packed into boxes and delivered to a cargo agency, which handles paperwork and logistics for getting flowers to the airlines. Once packed, the flowers must be “pre-cooled” by forcing chilled air through holes in the boxes to make sure they are cold enough all the way through. Day 3. The roses take a three-and-a-half or four-hour flight to Miami, where they are inspected and cleared by customs. Consolidated shipments are sorted. Over the course of the flight, the internal temperature of the boxes rises, perhaps to 48 degrees F—so they need to be precooled once again. Days 4-5. The roses are shipped from Miami to wholesale florists around the country in refrigerated trucks—another key stage for proper handling and temperature control. Days 6-?. Unless the roses are presold and passed along to a retail florist without further handling, it may take a day or more for the wholesaler to receive and process them. The time varies, of course, depending on the distance of the wholesaler from Miami, and whether the flowers are held back at any
stage—by an importer, for example, who has purchased them to re-sell. At holiday times, the sheer volume of roses cut, shipped and sold means that everything takes longer—often 12 days or longer. How do you shorten that time or take other steps to make sure your roses are delivered as fresh as possible? The answer is simple: Order ahead, from suppliers you trust. b
Rose sales by color Here’s how it breaks down:
2% 2% 4%
the popularity of different
rose colors, as indicated by 2015 sales through the Dutch auctions. Red and
pink each account for almost a quarter, with white a close third, then orange, 10%
yellow and green. Source:
Looped leaf segments on a single stem create depth & dimension in design.
Floral design by Helen Miller AIFD
Photography by Ron Derhacopian
Foliage courtesy of Wm. F. Puckett
Segments split from the same leaf are looped back and forward, showing both the shiny front and the dull backside of the leaf, creating subtle variations in texture. The loops fill in the space between taller stems, leading the eye in and out of the design. 1. Split an aspidistra leaf into four or more strips, cutting from the tip of the leaf down to an inch or two above the base. 2. Pull the strips down, bending some backward, some forward. This gives you a fuller look, with more dimension, than if you bend them all the same way. 3. Wire the looped leaf segments together at the base. It’s a good idea also to tape the binding and the leaf tips below it, for a clean look and to make it easier to insert the looped leaf ornament into foam.
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DECEMBER 2016 23
THEME AND VARIATIONS In display, whether on the counter or in the cooler, a trio like this one has visual impact: it lets customers know that variations are available, and offers them a choice. Don’t be surprised if some go for nontraditional colors. White gift boxes make the perfect backdrop and impulse-buy, to-go containers for little rose bouquets in a range of colors: ‘Freedom’ standard roses with ‘Mambo’ spray roses, ‘Purple Haze’ with ‘Coco Bamboo’ hypericum, and ‘Orange Crush’ roses with ‘Super White’ hypericum.
Quick & clever, romantic designs Floral design by Anthony Vigliotta AIFD, Anthos Design, Los Angeles
Photography by Ron Derhacopian
Flowers for that special someone.
2 january 2012
For product information,
Ecuadorian roses and other fine flowers throughout, Royal Flowers, www.royalflowersecuador.com
see Where to Buy, page 64.
DECEMBER 2016 25
Hearts& Flowers DAISY DO At near left, a sprinkling of white daisy mums lends sweetness and innocence to a simple bouquet of red, pink and hot pink roses, nestled into a box wrapped in pink tissue and tied with a bow. FOR MY SWEETIE At lower left, ‘Sweetness’ roses, ‘Super White’ hypericum, and cherry-red candy go together like strawberries and cream. Anthony placed a small clear glass cube inside a larger one and secured it with UGlu. He filled the space between with the candy, creating a pattern with licorice sticks placed horizontally. Finally, he placed the hand-tied bouquet of roses and hypericum into the inner cube (with flower-food solution, of course). PETAL PERFECT The wow factor of three dozen roses is boosted even higher when the roses—in a variety of harmonious hues, including a few wide-open ‘Majolika’ spray roses—are underscored with a clear glass vase filled with petals. (Here’s your chance to use up rose petals left over from other designs.) Anthony placed an inner vase, secured with UGlu, inside the larger clear glass vase. He filled the space between with the petals, then laced in the roses.
326january 2012 www.flowersandmagazine.com
4 january 2012
DECEMBER 2016 27
PINK PASSION With their ruffled, shell-pink petals, ‘Majolika’ spray roses make the perfect choice for a soft, dainty heart shape, outlined in flat-topped, lime-green ‘Button Athos’ spray mums and reinforced with midollino. This
design required only half a bunch of the wide-open spray roses. “This rose is fabulous because every single blossom opens up,” notes Anthony. With their stems cut short, all of the flowers used here will afford extra-long vase life. PURE LOVE The combination of white roses and a red heart sends the Valentine message with elegant simplicity. You could make the heart shape out of Oasis Mega Wire, but Anthony made this one out of a coat hanger. Leaving the twist below the hook intact, he pulled the triangular part of the hanger out from the hook and reshaped it into a heart. Then he added another piece of wire to the hook end to supply stabilizing “feet” on either side for his wire sculpture. Finally, he wrapped the heart with red yarn; you could also use ribbon or red floral tape. The heart and the staggered ‘Vendela’ roses rise from a bed of ‘Green Ball’ dianthus. 28 www.flowersandmagazine.com
NOVEMBER DECEMBER 2016 29
ORCHIDTOPIA More and
cherry are artificial, but in season in they could also be fresh laterals
more customers are asking
clipped from a tall branch. They provide the perfect complement to a
for something other than
luscious bed of ‘White Ohara’ garden roses, ‘Majolika’ spray roses,
roses. Some could also find the arrangement above more accept-
‘Super White’ hypericum, ‘Mini Green’ hydrangea, dusty miller,
able than roses as a gift for a man. Loops of red and white midol-
seeded eucalyptus, lily grass, and a single perfect succulent rosette.
lino add an easy, low-cost enhancement that brings out the color in cymbidium and dendrobium orchids.
CRYSTAL STARS The graceful curves of ‘Crystal White’ callas peep out from within a cloud of ‘Million Stars’ gypsophila, accented with
BLUSH DREAM Below, sprigs of flowering cherry lend an extra
just enough midollino for a sly hint of Valentine red. Mercury glass
touch of romance to an ultrafeminine design. Here the sprigs of
and dusty miller bring in a gleaming tone and velvet texture.
DECEMBER 2016 31 NOVEMBER
Hearts& Flowers ROSE GARDEN At left, ‘Topaz’ roses (hot pink, softened with an overlay of white on just the outside of the petals) glow from within a garden gathering of seeded eucalyptus, white daisies, lime-green hydrangea, and pink bicolor carnations. Anthony inserted the carnations as bundles of three, so that they give the impression of a super-fluffy peony or hydrangea. As a finishing touch, he looped and wire-picked bundles of variegated bear grass, then inserted the picks into the underlying floral foam. AHEAD OF THE CURVES Elegantly curving stems of white callas, echoed with midollino and contrasting with the straight lines of clear acrylic rods, rise from a lush base of red ‘Hearts’ garden roses, white ‘Vendela’ roses, ‘Super White’ hypericum, and rolled variegated aspidistra leaves. Small pieces of clear UGlu hold the callas and midollino in place, the callas secured to thick bands of silver flat wire wrapped
10 january 2012
NOVEMBER DECEMBER 2016 33
varieties include, from left to right, ‘Sumatra’, ‘Picasso’,
of callas or
tulips make a quick cash-and-carry gift; the customer
A MANLY HEART The heart-shaped, glossy bracts and
can purchase one bundle or all three together with the
leaves of red anthuriums make them a shoo-in for
vase. In both cases, the smooth stems are bundled
Valentine designs—perhaps especially one intended
with anchor tape, then the tape is covered with split
for a man. Red wire hearts reinforce the message, a
aspidistra leaves, secured with corsage pins. The calla
red bamboo cube the color scheme.
11 2012 34 january www.flowersandmagazine.com
12 january 2012
DECEMBER 2016 35 NOVEMBER
LIKE MOTHER, LIKE DAUGH-
‘Majolika’ spray roses. Finally, he added the tip and feathers: After
TER How often do men come
making the arrowhead out of red aluminum wire, one end wrapped
into the shop at Valentine’s
tightly onto the stake, he squeezed it here and there with pliers to
Day looking for a pair of designs, one for their wife, one for a
knick it, creating places for bullion wire to catch. Then he wrapped
daughter? Here’s one solution. Pink wire hearts and curlicues bring
the feather end of the stake with red ribbon and glued red feathers
out the delicate coloring of cymbidium orchids and wax flower;
diminutive, light-green eucalyptus fills in with a nubbly texture. LASTING LOVE Trendy tillandsias can last indefinitely with minimal CUPID’S ARROW To make the design below, Anthony skewered
care—or can dry nicely in place, as is true also of the orbiting
two Oasis Mini Hearts (Oasis floral foam in a heart shape, glued
craspedia stems that enhance the presentation at right, where the
to a sturdy plastic base) together with a sharpened plant stake.
craspedia is held in place with simple tension against the curves of
He secured the stake to the plastic bases with anchor tape, both to
the bubble bowl. The tillandsia can be lifted out of the vase every
protect the integrity of the foam and to keep it from swiveling on the
few days, run under a tap to water it, allowed to dry, and replaced.
stake. He then filled the hearts with bicolor ‘Elektra’ and blush pink
Acrylic ice gleams in the bottom of the bubble bowl.
13 2012 36 january www.flowersandmagazine.com
14 january 2012
DECEMBER 2016 37
Hearts& Flowers SURPRISE PACKAGE Easy to carry or deliver, the design concept seen above offers a moment of drama when the gable box is opened. It can be easily adapted for a mother and one or more daughters—here, ‘Freedom’ roses for Mom, ‘Pink Irischka’ for Missy. SECRET HEART A well-known Parisian florist is famous for his flower-filled hatboxes, sent to and by couturiers following Fashion Week. A Valentine version of this brilliant idea declares passion with one dark-red, petal-packed ‘Hearts’ garden rose, surrounded by brilliant fuchsia ‘Pink Floyd’. Suitable hatboxes can be purchased inexpensively online or at craft stores.
15 2012 38 january www.flowersandmagazine.com
SHORTS AND ONESIES “Every shop has them left over at Valentine’s Day,” says Anthony. Here they are floating in a “bubble bath” among glass bubbles, with acrylic ice underneath. The varieties include ‘Majolika’ spray roses, ‘Moody Blues’, ‘Pink Floyd’, and bicolor ‘Purple Haze’. PUT A RING ON IT What more romantic way to present a gift of jewelry (not excluding an engagement ring!) than nestled in tissue inside a lidded velvet box embedded in a tray of roses? The array of ‘Purple Haze’, ‘Moody Blues’ and ‘Blueberry’ roses is here collared with rows of bicolor ‘Daisy Orinoco’ mums.
16 january 2012
DECEMBER 2016 39
Hearts& Flowers CONTEMPORARY CHIC Acrylic
rods, bands and curls of silver flat wire, and an elegantly curving line of hot pink midollino rising up from the Round Pot in Weathered Slateâ€”it all adds up to a stylish presentation for a gift that can be prepared in advance of the holiday and still last for weeks if not months, equally suitable for women or men. b
100 january 2012 40 www.flowersandmagazine.com
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DECEMBER 2016 41
Love Irresistible Valentine gifts for. . .
Floral design by Rich Salvaggio AIFD, AAF, PFCI
Photography by Ron Derhacopian
ALL CLEAR Self-adhesive gel hearts like these are widely available at craft stores. They make a simple way to turn an everyday arrangement into a Valentine gift suitable for any recipient from the house cleaner to the babysitter. The hearts come on a plastic card; you peel them off the card and they stick to the vase by themselves. To make the laced bouquet, place the hydrangea and carnation stems first in the vase
For product information,
to support the remaining stem insertions.
see Where to Buy, page 64.
2 january 2012
DECEMBER 2016 43
APPLES FOR THE TEACHER What teacher wouldn’t be thrilled to receive this Biedermeier-style arrangement with miniature faux apples nestled inside concentric rows of daisies and carnations? Rich added the green Glitter Leaves with glue and also let the apples cascade down the sides of the ceramic cube by wrapping gold wire around the stems. FLUFFED UP Below, baby’s breath, midollino, and a lining of aspidistra leaves for the clear glass rectangular vase add feminine appeal to a gift of African violet plants, perfect for an aunt or godmother. Rich cut slices of foam to fit the bottom of the long rectangular glass vase and pinned the aspidistra leaves to the bottom of the wet foam with greening pins; then he nestled the foam into the container with the rest of the leaf bent up along the sides. He added more leaves, slipped in front, to cover the sides of the container completely, and laid in the African violets, still in their pots, on top of the foam. Finally, he added the gypsophila and midollino for additional line, height, and texture. PUPPY LOVE Don’t be surprised if this turns out to be one of your best sellers! And a conversation starter to boot. Milk bones are hung with Bind Wire from a “tree” made with Victorian birch branches, also bound with Bind Wire. More milk bones are gathered in a clear plastic liner wrapped with newspaper, nestled in a bed of bright flowers and foliage in the Tuscan Autumn Bowl. Woof!
344 2012 26january www.flowersandmagazine.com
4 january 2012
NOVEMBER 27 DECEMBER 2016 45
Love HELLO NEIGHBORS If you love their beautifully landscaped and well-maintained garden, why not say thank-you with a design reminiscent of flowerbeds? A backdrop of croton leaves and a border of galax and craspedia frames rows of roses and carnations, with bupleurum “hedges” on each side. SWELLING HEARTS At lower left, expanding, waterstoring gel hearts—like Deco Beads, but in a heart shape—make a bright red vase filler that shows beautifully through clear glass. Here the hearts surround a design grid made with aluminum wire. Rich made the grid, inserted short stems of roses and hydrangea, and filled in around the flowers with the Deco Shapes hearts. BREATHE DEEP A delicious fragrance wafts from blooming jasmine, which in areas with a mild climate is at its natural peak season from January through March. In February it is covered with rose-pink buds that open to pure white blossoms. Jasmine wreaths, supported on a wire frame, are sold in a heart shape only for Valentine’s Day from central California grower Bay City Flower Co. Rich placed wet floral foam in the large ceramic cube first, including a little foam in the bottom of the pot to elevate the plant, and more around the sides so he could add basing flowers to bring out the pink in the jasmine buds. When the cut flowers mature, the plant can be removed in its pot and placed in a different cachepot. 46 www.flowersandmagazine.com
DECEMBER 2016 47 NOVEMBER 29
Love SNEAKY KISSES A cylinder filled with Hershey Kisses serves as a pedestal for a fountain of flowers arranged in an Iglu caged foam holder, sitting in a clear plastic Lomey dish with gold gravel. Rich glued the Iglu into the center of the Lomey dish with pan glue, then soaked it by placing it upsidedown in a vase of water mixed with flower food. The two components of the design can be transported separately and recombined for delivery. That way, the recipient can easily remove the dish at any time in order to â€œsneak a kissâ€?! VROOM VROOM Toy cars racing on flatwire overpasses can bring a smile to the face of a young son or any NASCAR fan. Extra loops of narrower flat wire dramatize the feeling of fast motion. Rich filled the square cement container with foam and then measured out the wire for the overpasses. He filled some of the flat foam surface with a single aspidistra leaf to keep the design from getting too busy, then added short flowers around the outside, including bells of Ireland cut into sections. 48 30 www.flowersandmagazine.com
DECEMBER 2016 49 NOVEMBER 31
950january 2012 www.flowersandmagazine.com
Love KNITTERS UNITE Maybe it’s for Grandma—but as popular as knitting is today, this cute design idea could find favor with all kinds of recipients, old and young. The yarn is wrapped around Styrofoam spheres, which are in turn studded with corsage pins and picked into floral foam. On the other side of the bamboo rectangular vase, dark blue eryngium nicely balances the light blue yarn with its color and texture. ROWS OF ROSES Pink mosaic hearts, right side up and upside down, make rings around a new collection of vases from Syndicate Sales that just beg to be topped with flowers in corresponding rings and rows. To fill each of these, Rich began with a grid of clear anchor tape across the top of the vase. In the taller Gathering Vase, the stems of white hydrangea, inserted first, also serve to guide and control subsequent insertions. In the Rosie Posie Vase, ‘Majolika’ spray roses, lisianthus, and wax flower make a ring around a pillar candle. 10 january 2012
DECEMBER 2016 51
DADDY’S LITTLE GIRL She’ll love the stylish and feminine presentation of foilwrapped chocolate hearts, nestled in the Feathered Nests from Fitz Design that come with wire-stemmed jewels attached, perfect for securing the hearts. Rich prepared the nests by gluing them to Oasis Anchor Pins, which elevate the nests and protect them from moisture. He placed floral foam in the galvanized zinc tray, then covered it with aspidistra leaves, secured with greening pins placed over the thickest part of the spine. Finally, he placed the nests, pink carnations and spray roses, using the stems to pierce openings in the aspidistra leaves, and filled the nests with the red candy hearts.
GAL-ENTINES From one best girlfriend to another, a fountain of orange, white and purple flowers expresses love and solidarity. Crown Pearl Picks in the bouquet coordinate with adhesive pearl dots on the message card, which is UGlu’d to wide ribbon wrapped around the Color Splash Cubes. Rich began his insertions with the collar of galax leaves around the outside, then added the fountain of orange tulips and blue veronica in the middle and finished by filling in with the hydrangea and lisianthus at the base. b 52 www.flowersandmagazine.com
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Stepping Aheadwith Festive Florals A new fresh-flower trade fair promises a whole new way of looking at flowers and seasonal décor. By Bruce Wright
ooking to step up your game for Christmas 2017? Or maybe, inject some European style into your products, services, merchandising and design inspiration for all kinds of festive celebrations? Your timing is good. Consumers are more than ever looking to incorporate fresh flowers and plants as they celebrate holidays and other festive events year-round. At least, that is the trend noted by the organizers of Christmasworld—held each January in Frankfurt, Germany, and considered the world’s leading international trade fair for seasonal décor, with buyers and exhibitors from around the world. Every year flowers and plants play a more and more important role at the trade fair. This coming January, one entire hall of the famous Messe Frankfurt exhibition center will be devoted to a new fair, Floradecora, running parallel to Christmasworld. Exhibitors will include flower growers, breeders, traders, and suppliers of floral accessories. With the two shows side by side, exhibitors and buyers alike will be able to make creative connections. “We want to get across to retailers how they can display decorative items and fresh flowers alongside one another and thus boost sales to end customers,” says Christmasworld director Eva Olbrich. Indeed, organizers say the look of Floradecora will be quite different from other floral trade fairs. Buyers will be able to visit “flower circles” where they can quickly compare products from a variety of suppliers. A central structure in the middle of the hall (“the Farmhouse”) will function as a meeting place and platform for workshops, demonstrations, and competitions. With currency exchange rates favorable to US visitors, they are likely to make a strong showing at the fair—and to bring back with them a wealth of energizing, creative ideas for mixing more and more fresh flowers into festive seasonal décor.
HUES NEWS Some of the trends noted at this year’s edition of Christmasworld, where fresh-flower displays were already much in evidence, include plenty of copper and gold, pinks ranging from pale to vibrant (blending with mid-tone peaches and yellows, or contrasting with deep blues and purples), and an easy mixing of natural and artificial forms and textures.
TREND PROJECTIONS Visitors to Christmasworld 2016, the leading international trade fair for seasonal décor, could draw insight and inspiration from trend palettes, graphics and displays. In 2017 the show runs in parallel with the new show, Floradecora, focusing on fresh flowers and plants with an equally creative presentation.
MAKING MAGIC For the past six years, the creative team of Pascal Koeleman and Rudi Tuinman, a.k.a. 2Dezign, have infused Christmasworld with the enchantment of their themed, theatrical settings. Last year’s theme, “Design by Modern Nature,” gleamed with copper and gold and came alive with figures and drawings of forest animals. For January 2017, the pair will play a key role in launching the
January 27-30, 2017 Frankfurt, Germany
A new fresh-flower trade fair that runs parallel with Christmasworld, a dynamic international show that focuses on holiday and year-round festive decoration. www.floradecora.de
new, fresh-flower trade fair, Floradecora. december 2016 55
Design Contest The Theme (“Hues in Harmony”).............................Jan, p. 13 (and Feb, p. 23 and Mar, p. 17) The Ten Finalists.................... Aug, p. 17 The Winners.......................... Nov, p. 15
Floral Design Features Trends 2016: Palettes, themes, products and design ideas (designer: Rich Salvaggio AIFD, AAF, PFCI)......................Jan, p. 34 Flowers Into Art: One floral artist’s vision (designer: Claire won Kang AIFD)............................Jan, p. 56 Salute to Spring: Designs inspired by the season (designer: Elizabeth Seiji AIFD).............................. Feb, p. 26 Fitting Tributes: Sympathy designs with a creative personal touch (designer: Susan Ayala AIFD, PFCI).................... Feb, p. 42 Classic with a Twist: Updated elegance for deserving moms (designer: Jim Ganger AIFD)......................... Mar, p. 26 It Girl Flowers: Inventive, attentiongetting ideas for prom night (designer: Joyce Mason-Monheim AIFD, AAF, PFCI, AzMF).......................... Mar, p. 40 The Color of Love: Wedding flowers in fashion-forward palettes (designers: Vonda LaFever AIFD, PFCI and Kevin Ylvisaker AIFD, PFCI, CAFA)...... Apr, p. 30 56 www.flowersandmagazine.com
Masters of Elegance: An EMC+ wedding workshop............................... Apr, p. 60 Fresh & Fancy: Making the most of the best flowers on the market (designer: Gerard Toh AIFD)................... May, p. 30 Plant Kingdom: Floral designs with green and blooming plants (designer: Jenny Thomasson AIFD, PFCI)......... June, p. 22 Within These Five Walls: Techniques for constructing floral walls (designer: Tom Bowling AIFD, PFCI).............. June, p. 38 Holiday Gardens: Turn green and blooming plants into gifts and décor............................. July, p. 16 Show & Sell: Sell more holiday merchandise with daring displays (designer: Bert Ford AIFD)............ July, p. 28 Modern Style: A sampling from the new book Contemporary Floral Design......................... July, p. 52 Fall Colors: Designs to bring in the harvest season (designer: Kevin Ylvisaker AIFD, PFCI, CAFA).................. Aug, p. 30 Pushing the Envelope: Selections from Formidable Florists................. Aug, p. 44 Inspiration Found: Creative renewal at AIFD Symposium................... Sept, p. 12 It’s All About the Dress: Bouquets to complement wedding-gown silhouettes (designer: Lorraine Cooper AIFD)......................... Sept, p. 28
Flowers for the Feast: Themes for bridal banquet tables (designer: Bert Ford AIFD, PFCI..................................... Sept, p. 48 Gifts of Distinction: Seasonal designs with talk-about-it flair (designer: Susan Ayala AIFD, PFCI)............................ Oct, p. 20 All Through the House: Themes and strategies for custom holiday décor (designer: Darla Pawlak AIFD, PFCI)........ Oct, p. 36 All Hawaiian, All Occasions: Designs with high-value tropicals (designer: Hitomi Gilliam AIFD).......................... Oct, p. 54 Holiday Hoopla: Dazzling designs for stylish celebrations (designer: Elizabeth Seiji AIFD)............................. Nov, p. 24 A Season, A Reason: Themes floral décor for winter parties (designer: Tim Farrell AIFD, AAF, PFCI)..................... Nov, p. 36 Hearts and Flowers: Romantic designs for that special someone (designer: Anthony Vigliotta AIFD).........................Dec, p. 24 Spreading the Love: Irresistible Valentine gifts for everyone else (designer: Rich Salvaggio AIFD, AAF, PFCI).......Dec, p. 42
Floral Industry Features The Big Picture: News from the floral supply chain..........................Jan, p. 16 See, Learn, Grow: Upcoming floral trade fairs............................... Feb, p. 16
Beidermeier Goes Ombré........... Apr, p. 8
Ocean Waves........................ July, p. 13
A Pair of Glowing Hearts........... May, p. 8
Ginkgo Leaves....................... Aug, p. 13
Men Buying Roses: Catering to this market................................... Feb, p. 25
A Modular Party Design........... June, p. 8 Theme and Variations............... July, p. 8
Parallel Lines.......................... Oct, p. 12
Name that Hue: Enrich your color vocabulary............................ Mar, p. 20
Blending Fresh and Longer-Lasting......................... Aug, p. 8
Art Deco................................ Nov, p. 10
How-To Can-Do: Wedding style at Florabundance Design Days..... Apr, p. 16
A Purple and Gold Bouquet....... Sept, p. 8
The Market Report: The latest from the world of cut flowers................ May, p. 16 Buyers’ Guide 2016-17: Products and services, suppliers and resources, a directory of wholesalers, schools, and associations......................... June, p. 57
A Contemporary Holiday Wreath......................... Oct, p. 8 Party-Favor Nosegays ............. Nov, p. 8 A Flexi Grass Heart....................Dec, p. 8
Lilies on Parade: A report from Dutch Lily Days............................... Aug, p. 24
Ranunculus............................ Feb, p. 25
A Day at the Fair: Flowers and fun at International Floral Expo......... Aug, p. 54
Lavender.............................. June, p. 16
Inspiration Found: Creative renewal at AIFD Symposium................... Sept, p. 12
Hydrangea............................ Aug, p. 58
Island Beautiful: The latest in cut flowers, foliage and plants from Hawaii.Oct, p. 50 All About Roses: News, trends, and a review of the basics.................Dec, p. 15
Spirea.................................... Feb, p. 62 Craspedia............................. July, p. 22 Ornamental Kale..................... Oct, p. 16
Everyday Design.....................Dec, p. 10
Leaf Art Aspidistra Cones.....................Jan, p. 30 Lacy Loops............................ Feb, p. 10 Galax Rosettes, Updated......... Mar, p. 10 An Archway of Bent Flax.......... Apr, p. 10 Aspidistra Roses.................... May, p. 10 Aspidistra Curves.................. June, p. 14 Pleats and Curls.................... July, p. 10 Braided Lily Grass.................. Aug, p. 10 Trimmed Sago Palm............... Sept, p. 10 Monstera Leaf “Pods”.............. Oct, p. 10 Braided Robellini Palms.......... Nov, p. 22 Looped Leaf Segments.............Dec, p. 22
Tillandsia International............. Feb, p. 58
Stepping Ahead with Festive Florals: A new fresh-flower trade fair........Dec, p. 54
Flower Gallery, Valdosta, Georgia..................................Mar, p. 58
Focus on Design
Cityscapes.............................Jan, p. 10 Waterfalls............................... Feb, p. 13
Celebration Flowers & Gifts, Canton, Ohio................. May, p. 58
Striped Leaves, Graceful Curves........................Jan, p. 8
The Nautilus.......................... Mar, p. 13
A Long-Lasting Nest Design....... Feb, p. 8
Ombré.................................. May, p. 13
A Selling Tool for Prom Flowers.. Mar, p. 8
Woodlands.......................... June, p. 10
Clouds................................... Apr, p. 13
Cugini Florists, Renton, Washington........................... July, p. 60 Wasserman’s Flowers & Gifts, Muskegon, Michigan................................ Oct, p. 60 DECEMBER 2016 57
By Marianne Cotter
Sometimes it pays to follow the beat of a different drummer.
hen French-born florist Benoit Ballon moved to Austin in 2004 after working in San Francisco for ten years, he landed a job as a designer at King Florist, a well-established shop that dates back to 1927. Quickly he worked himself into a management role— and by December of 2005 he had purchased the floral business, while the prior owner retained ownership of the building. Five months later, Benoit got a surprise that was both unexpected and unwanted. The previous owner informed Benoit that he was selling the building. King Florist would have to find a new home. “It was a big surprise to us to get kicked out after five months,” Benoit recalls. “I had no choice but to move to a new, smaller location.” During his brief stay in the first shop, Benoit had begun updating the business to court a younger clientele. “The old owners had served a slightly older customer, and it showed in their floral design,” Benoit explains. “I was in my mid-30s, and I knew I had to find a younger clientele and keep design current.” In his new shop he continued to hone the business toward a younger, more upscale customer. A BLANK SLATE The shock and insecurity of suddenly having to find a new home lingered—and so, five years later, in 2011, Teamwork is a big part of what makes his business tick for King Florist owner Benoit Ballon, seen at center in the photo above near right with six members of his highly motivated, hand-picked staff. As in every shop, cost control is also important, even with high-end clients who appreciate the shop’s distinctive signature style.
Photography by Leah Overstreet Photography
King Florist of Austin Austin, Texas Owner: Benoit Ballon AIFD Niche: Everyday work for all occasions, some corporate work, and a small number of weddings, private events, and funerals Number of employees: 8 full-time, 2 part-time Square footage: 3,000 (showroom plus design area) www.kingflorist.com
december 59 may2016 2010 304
Benoit secured the future of King Florist by purchasing a building of his own. “It was owned by another flower shop, and the owners were retiring,” he recalls. “This time I bought the building, but not the business.” Inside, he gutted the large rectangular space and finally had a clean canvas on which to create a fresh brand and experience for the upscale clientele he was courting. All interior walls were removed to create an open-plan workspace — a big rectangular room. The ceiling was raised and the ducts exposed for an industrial look that carries through in the choice of shelving units with metal hardware softened by wooden shelves. Benoit also chose freestanding modular shelving that can be easily repositioned as needs change. MODERN AND MINIMAL From the outside, customers are greeted with an exterior defined by clean lines and neutral colors, punctuated by surprising hand-painted floral murals including large pink and green blooms splashed on the side of a gray storage unit. When customers walk in the door they find themselves in a clean, open retail and design area that takes up one side of the showroom. They can watch designers at work and ask questions. Designers can introduce new ideas and materials. “We wanted our clients to be able to watch our designers and see how they work, to be part of the process, to see the action,” says Benoit. “It’s fun for the client, very inviting and interactive.” The flow of the store was designed to allow staff and clientele alike to experience the true essence of what happens in a flower shop. All staff members are involved in every aspect of daily operations. SUCCULENTS TO GO Also featured in the showroom are an assortment of succulent designs and terrariums, which provide customers with a quick grab-and-go gift. “We keep them in the store all the time, and we sell a lot of them,” says Benoit. “Every succulent is already designed and potted,
or our designers can custom-make one at the counter. People in Austin love the succulent style; it fits the local weather and landscape.” To complement King Florist’s modern design style, Benoit carries a selection of simple ceramic vases. “Our ceramics are cylinders and low, round pots. Everything is very clean, to go with the store design and our floral design style.” When it comes to displays, Benoit stays away from gift-y vignettes and evocative settings, opting instead for simple shelving units for plants and containers in keeping with the overall simplicity of the shop. “We are not a gift store,” Benoit explains. “I don’t have tables full of candles and accent pieces. We are in a town where if you want a candle you can go to a candle store. If you want to buy flowers, we are here.” EUROPEAN ROOTS Benoit entered the floral industry as a young man in Caen, a city in northwestern France. There he attended a vocational school, ICEP (Institut Consulaire d’Enseignement Professionel) from 1988 to 1993, earning two degrees, one in floral design and the other in business management. “I did an apprenticeship,” he explains, “going to school and working part time— three weeks working in a flower shop and one week in school.” After a year of military service in France, Benoit moved to San Francisco in early 1994. He was inducted into the American Institute of Floral Designers (AIFD) in 2006. Benoit’s French background and training accounts for the shop’s European design The floor plan for King Florist, as designed by the owner, is basically one large open space, with a raised ceiling, exposed duct work, and modular shelves and display tables that can be repositioned as needed to change the look and the flow. Outside, large colorful flowers decorate a metal storage unit along with a shop vehicle that bears a motto on the back window: “Keep Austin Blooming.”
december 2016 61
wireless headsets keep employees discreetly in touch with one another to seamlessly meet customer needs. “Service is a huge, huge part of what we are offering. A rose is a rose, but how are you going to present that rose and sell it? That’s what makes the difference.”
style. “We do low, compact, lush European style. Not too tall, very, very full with lots of blooms,” he says. “When we use greenery we use it as an accent, not for filler. Right now we are carrying camellia, magnolia and Australian fern, to name a few. Camellia is beautiful, shiny and bright and we use it just like we use a flower. Greens for us are another element of design that provides texture and color.” Floral offerings from King Florist are not intended to cover a wide customer base. “We stick with what we do best,” Benoit explains. “We don’t go with the trends and we don’t try to be everything to everyone. I am not comfortable doing work that does not represent our brand.” If a customer requests something outside of the shop’s brand, Benoit is more than happy to refer that client to a colleague who could provide what they want. “Our concern is not just that we make a sale, but that the client is taken care of.” HIGH-END CLIENTS This strategy allows King Florist to focus on its core high-end clientele. “If you go to our website, the average arrangement costs $125, $150,” Benoit points out. “We also carry lower prices than that, but mostly we’re in the higher price range. Still, if someone comes in wanting a single rose, we can do that too.” It was during the recession that Benoit decided to lock into the high-end client. “We were working with people who had money— really had money. We were able to keep our momentum to the point where the recession didn’t really affect us. We have had 17 percent growth every year ever since.” THE HIRING CONVERSATION For Benoit, grooming employees to deliver the highest level of customer service begins in the hiring process, which is treated as an ongoing conversation that may happen even before a position is open. “We are always looking for talent, for that person who can bring something special to the business. Often we’ll invest in an employee even when a position isn’t currently needed,” says Benoit. “We like to schedule informal interviews for the
Benoit’s vision for his business does not include trying to be all things to all people. “We stick with what we do best,” he says, specializing in flowers rather than gifts and in a low, compact, lush, and distinctively European style of design. applicant to meet our management team. We have a very team-oriented environment that requires a level of transparency among all team members. We are able to tell very quickly if the candidate is suited for the environment or not.” Hiring wisely is the beginning of Benoit’s strategy to set King Florist apart. From there
MARKETING WITH GOOGLE Most of King Florist’s marketing is done online, where the shop brand has been optimized for search engines. “Most of our marketing dollars are invested with Google, which has provided us with an invaluable presence online, both locally and nationally,” says Benoit. “We also try to be very interactive with clients via Instagram and Facebook. We recently started to do some TV advertising.” More interaction with customers online, however, doesn’t mean less interaction in person—quite the opposite. While King Florist’s location in north central Austin is perfect for serving the whole metro area, in the immediate neighborhood, word has gotten around that King Florist is an interesting place to drop in for a visit. “Our walk-in business has really taken off in the last two years, mostly due to word of mouth,” says Benoit. “We’re not your typical flower shop, so people want to experience it. The street where we are is a busy commuting corridor, and we have a residential neighborhood behind us.” And while many florists have been looking to boost the profile of weddings and events in their shops’ overall profit picture, for King Florist, they are only a small part of the business. When asked to recall a memorable event, Benoit replies with this perspective: “Our business has been one fun ten-year event. We continue to challenge ourselves and reinvent our brand daily.” Success always comes with a price. Like most florists, Benoit works six days a week; private time with his wife and kids is a precious commodity. Satisfaction comes, however, not just from working with flowers, but from pursuing a distinctive and independent vision of what a retail flower shop can be. b
what’s in store
HEART TO HEART Ribbon is such an easy way to add just the right Valentine touch, from the demure look of hearts embroidered on white dupioni silk to glittered hearts boldly superimposed on black and white stripes. Wired edges make for quick and easy bows. Call Reliant Ribbons, Bows & Trims at 800-886-2697 or visit www.reliantribbon.com.
LOUD AND CLEAR An air-filled, 14-inch balloon in the shape of a daisy sends the Valentine message home and makes the perfect accent for red and white Valentine designs. It’s one of many sweet and clever Valentine offerings from Betallic. Call 800-325-0185 or visit www.betallic.com.
NIGHTS IN RED SATIN Taking its cue from a trend to the vibrant combination of red and rich purple, Teleflora’s Shining Heart Bouquet comes in a ceramic vase adorned with an embedded rhinestone heart. A wide neck and base and a large water capacity make this vase easy and convenient for design and delivery. Call 800-333-0205 or visit themarket.myteleflora.com.
DECEMBER 2016 63
where to buy For more information on
CONTEMPORARY CHIC, page 40
Round Pot in Weathered Slate, Syndicate Sales. Flat wire and midollino, Smithers-Oasis.
merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be
SPREADING THE LOVE,
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.
ON THE COVER
Jasmine Heart Wreath, Bay City Flower Co. Large light green ceramic cube, Vasesource.
FOCUS ON DESIGN,
Urban Wave Bowl, Syndicate Sales.
Oscar Bowl, Accent Décor.
L E A F A R T , page 22
BLUSH DREAM, page 30
Urban Wave Bowl, Syndicate Sales. Permanent-botanical flowering cherry, Pioneer Imports.
AHEAD OF THE CURVES, page 33
Red bamboo tray, Teleflora.
ALL CLEAR, page 43
Glass Ginger Jar, Teleflora.
A MANLY HEART, page 35
Red bamboo rectangle, Teleflora.
Tapered Square Vase in Weathered Slate, Syndicate Sales.
HEARTS & FLOWERS, pages 24-40
Ecuadorian roses and other fine flowers throughout, Royal Flowers.
LIKE MOTHER, LIKE DAUGHTER, page 36
Bamboo rectangular vases, Teleflora.
CUPID’S ARROW, page 36
APPLES FOR THE TEACHER, page 44
Hobnail cube, Burton + Burton. Mini faux apples, Plus One. Glitter Leaves, Milton Adler.
Oasis Mini Hearts, Smithers-Oasis.
THEME AND VARIATIONS, pages 24-25
White gift boxes, Nashville Wraps.
CRYSTAL STARS, page 31
LASTING LOVE, page 37
ROSE GARDEN, page 32
SHORTS AND ONESIES, page 39
Mercury glass large julep vase, Teleflora.
Vase filler gems, UCI.
FOR MY SWEETIE, page 26
‘Sweetness’ roses and ‘Super White’ hypericum, Royal Flowers.
PETAL PERFECT, page 27
Large clear glass vase, G3.
PINK PASSION, page 28 Cement tray, Jamali.
PURE LOVE, page 29
Love Knots rosette ribbon in champagne color, Berwick.
ORCHIDTOPIA, page 30
Tapered Planter in Weathered Slate, Syndicate Sales.
Tapered Cube in Putty color, Container Source.
Glass bubbles and vase filler gems, UCI.
PUPPY LOVE, page 45
Tuscan Autumn Bowl, Teleflora.
HELLO NEIGHBORS, page 46
F e at u r e d Suppliers
Bamboo tray, Teleflora.
DADDY’S LITTLE GIRL, page 52 Feathered Nests, Fitz Design. Galvanized Zinc Tray, Jamali.
SWELLING HEARTS, page 46
Deco Shapes expanding gel hearts, JRM Chemical. Plate glass rectangle, Accent Décor.
ROWS OF ROSES, page 51
Pink Mosaic Hearts Gathering Vase and Rosie Posie Vase, Syndicate Sales.
GAL-ENTINES, page 53
Color Splash Cubes, Teleflora. Crown Pearl Picks, Milton Adler. Adhesive Pearl Dots, Fitz Design.
BREATHE DEEP, page 47
Jasmine Heart Wreath, Bay City Flower Co. Large light green ceramic cube, Vasesource.
VROOM VROOM, page 49
Weathered Slate Square, Syndicate Sales. Flat wire, Smithers-Oasis.
KNITTERS UNITE, page 50
Accent Décor, Inc. Call 800-385-5114 or visit www.accentdecor.com. Bay City Flower Co. Call 800-399-5858 or visit www.baycityflower.com. Berwick Offray. Call 800-327-0350 or visit www.berwickoffray.com. Burton + Burton. Call 800-241-2094 or visit www.burtonandburton.com. Container Source. Call 800-499-6128 or visit www.containersource.com. Fitz Design. Call 800-500-2120 or visit www.creationsbyfitzdesign.com. G3 Garcia Group Glass. Call 800-241-3733 or visit www.floramart.com. Jamali Garden and Floral Supply. Call 212-979-0108 or visit www.jamaligarden.com. JRM Chemical. Call 800-962-4010 or visit www.soilmoist.com. Milton Adler Company. Call 800-651-0113 or visit www.miltonadler.com. Nashville Wraps. Call 800-547-9727 or visit www.nashvillewraps.com. Pioneer Imports & Wholesale. Call 888-234-5400 or visit www.pioneerwholesaleco.com. Plus One Imports/A Division of the Garcia Group. Call 800-241-3733 or visit www.floramart.com. Royal Flowers. Call 800-977-4483 or visit www.royalflowersecuador.com. Smithers-Oasis. Call 800-321-8286 or visit www.oasisfloral.com. Syndicate Sales. Call 800-428-0515 or visit www.syndicatesales.com. Teleflora. Call 800-333-0205 or visit themarket.myteleflora.com. UCI (Unlimited Containers, Inc.). Call 888-880-8998 or visit www.unlimitedcontainers.com. Vasesource. Call 718-752-0424 or visit www.vasesource.com.
Bamboo rectangular vase, Teleflora.
december 2016 65
industry events For the most recent additions to Teleflora Unit Programs, go to www.MyTeleflora.com and click on Design Education to access the Floral Event Calendar in the Unit Program section.
National and International December 5-January 20, 2017, Atlanta, GA FloraMart® (Pete Garcia Company) market dates (except 12/23/16-1/1/17) for fall/ Christmas 2017 merchandise, FloraMart. Visit www.floramart.com.
emporium August 9-17, 2017, Carlsbad, CA
SEPTEMber 6-9, 2017, PALM BEACH, FL Society of American Florists Annual Convention, The Breakers. Call SAF at 800-336-4743 or visit www.safnow.org.
October 4-7, 2017, Bogotá, Colombia
January 9-11, 2017, Santa Barbara, CA
Proflora 2017, Corferias Convention Center. Contact the Association of Colombian Flower Exporters (Asocolflores) at proflora@ asocolflores.org or visit www.proflora.org.co.
Florabundance Inspirational Design Days. Visit www.florabundance.com.
June 30-July 5, 2018, Washington, DC
January 10-12, 2017, Long Beach, CA The Special Event, Long Beach Convention Center. Visit www.thespecialeventshow.com.
January 18-20, 2017, Fort Lauderdale, FL Tropical Plant Industry Exhibition (TPIE), Broward County Convention Center. Contact the Florida Nursery, Growers and Landscape Association at 800-375-3642 or visit www.fngla.org.
January 24-27, 2017, Essen, Germany IPM Essen, Messe Essen. Visit www.ipm-essen.de.
January 27-31, 2017, Frankfurt am Main, Germany Christmasworld, including the new Floradecora. Visit www.floradecora.de.
March 13-14, 2017, Washington, DC Congressional Action Days. Conference hotel: Ritz-Carlton Pentagon City, Arlington, VA. Call the Society of American Florists at 800-3364743 or visit www.safnow.org.
March 22-24, 2017, Las Vegas, NV World Floral Expo. Visit www.worldfloralexpo.com.
June 13-15, 2017, Chicago, IL International Floriculture Expo, McCormick Place. Visit www.floriexpo.com.
July 1-5, 2017, Seattle, WA National AIFD Symposium, Sheraton Seattle. Call the American Institute of Floral Designers at 410-752-3318 or visit www.aifd.org.
National AIFD Symposium 2018, Washington Marriott Wardman Park. Call the American Institute of Floral Designers at 410-752-3318 or visit www.aifd.org.
Central Region March 3-5, 2017, Grand Rapids, MI Great Lakes Floral Expo, Amway Grand Plaza Hotel and DeVos Place Convention Center. Call the Michigan Floral Association at 517-5750110 or visit www.greatlakesfloralexpo.com.
b u s i ne s s f o r s a le
WASHINGTON DC FLOWER SHOP High end flower and gift shop for sale.
Located in affluent shopping area. Great opportunity for someone interested in aprofitable, reputable business. Prefer the owner be the hands-on operator with great customer service experience. Internet experienced owner can develop a new website that could generate additional annual revenue. Current sales (June 2015-May 2016) $714,268.00. Owner takes six figure salary plus bonus & insurance. 4 full time employees (including owner). 5-part time employees. Exact location will remain confidential until deemed appropriate to reveal. Owner is retiring and the business is listed by the owner. No broker or broker fees. Send email to firstname.lastname@example.org
March 24-26, 2017, Wisconsin Dells, WI WUMFA Convention, Chula Vista Resort. Call the Wisconsin & Upper Michigan Florists Association at 844-400-9554 or visit www.wumfa.org.
Northeast Region March 3-5, 2017, Springfield, MA Northeast Floral Expo, Sheraton Springfield Monarch Place Hotel. Call the Connecticut Florists Association at 203-268-9000 or visit www.northeastfloralexpo.com.
EMPLOYMENT Florasearch, Inc.
In our third decade of performing confidential key employee searches for the floriculture industry and allied trades worldwide. Retained basis only. Candidate contact welcome, confidential, and always free. 1740 Lake Markham Rd., Sanford, FL 32771 Phone: (407) 320-8177 / Fax: (407) 320-8083 E-mail: email@example.com Website: http://www.florasearch.com
January 25, 2017, Corpus Christi, TX
Texas Floral Showcase, Emerald Beach Hotel. Call the Texas State Florists’ Association at 512-834-0361 or visit www.tsfa.org.
South Central Region
Western Region January 9-11, 2017, Santa Barbara, CA Florabundance Inspirational Design Days. Visit www.florabundance.com.
c on s u me r E D UCA T I O N
Fun ’N Sun Convention, Park Hyatt Aviara Resort. Call CalFlowers (the California Association of Flower Growers and Shippers) at 831-479-4912 or visit www.cafgs.org.
For rates and info, call
advertiser links e q u i pment Refrigerators For Flowers
Combo walkins, storage, reach-ins 800-729-5964 www.flotaire.com
The #1 Selling
Advertisers’ websites are hyperlinked on the Flowers& website. Go to www.flowersandmagazine.com and click on “Advertisers in This Issue.”
Accent Décor, Inc. 770-346-0707 www.accentdecor.com American Institute of Floral Designers (AIFD) 410-752-3318 www.aifd.org
Flower Stem Cleaning Machine
Danziger Flower Farm +972-3-960-2525 www.danziger.co.il
FloraCraft Corporation 800-253-0409 www.floracraft.com
Dollar Tree Direct 877-530-TREE (8733) www.dollartree.com/floral/559/index.cat
661-702-1977 www.whizstrip.com s c h ool s
inside back cover
Floral Deliver Ease 877-740-3273 www.floraldeliverease.com
Florigene Flowers 954-438-9892 www.florigene.com
Garcia Group Glass / A Division of the Garcia Group back cover 800-241-3733 www.floramart.com JRM Chemical 800-962-4010 www.soilmoist.com Royal Flowers 800-977-4483 www.royalflowersecuador.com Sandtastik Products 800-845-3845 www.floralsand.com
Seminole 23 1-800-421-1476 www.seminoleds.com Smithers-Oasis 3 800-321-8286 www.oasisfloral.com Syndicate Sales 800-428-0515 www.syndicatesales.com
w edd i n g s John Toomey Co
Wedding Aisle Runners
Teleflora 800-333-0205 www.myteleflora.com Vase Valet 316-747-2579 www.vasevalet.com
inside front cover
Rentals & Sales
White Cotton Runners
december 2016 67
STATEMENT OF OWNERSHIP, MANAGEMENT AND CIRCULATION (Required by 39 U.S.C. 3685)
Flowers& magazine distributors Arizona Phoenix 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 Carlstedtâ€™s, LLC Georgia omega Hornbuckle Wholesale Florist hawaii honolulu Flora-Dec Sales Illinois Chicago The Roy Houff Company Milan Bonnett Wholesale Florist Normal The Roy Houff Company
Wheeling The Roy Houff Company Kansas wichita Valley Floral Company Kentucky Louisville The Roy Houff Company Louisiana Lafayette Louisiana Wholesale Florists Massachusetts Boston Jacobson Floral Supply Michigan Warren Nordlie, Inc. Minnesota Minneapolis Koehler and Dramm missouri st louis LaSalle Wholesale Florist New York Campbell Hall Alders Wholesale Florist Ohio dayton Nordlie, Inc. North Canton Canton Wholesale Floral
OREGON PORTLAND Floral Design Institute PENNSYLVANIA Pittsburgh Keystone Ribbon & Floral Pittsburgh Cut Flower Company SOUTH DAKOTA SIOUX FALLS North American Wholesale Florist, Inc. Tennessee Nashville The Roy Houff Company Virginia Norfolk The Roy Houff Company Richmond The Roy Houff Company Washington Tacoma Washington Floral Service canada burnaby, bc United Floral Inc. malaysia selangor Worldwide Floral Services singapore Worldwide Floral Services
Publication Title: Flowers&â€ˆMagazine Publication Number: 0199-4751 Issue Frequency: Monthly No. of Issues Published Annually: 12 Annual Subscription Price: $78.00 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 2016
Print Copy Circulation
Avg. Previous 12 Months
Single Issue Nearest Filing Date
2,219 8,769 368 9,137 75%
2,018 7,969 483 8,452 75%
a. Total copies (net press run) b. Paid and/or requested circulation 1) Outside-county mail subscriptions, as stated on Form 3541 2) In-county mail subscriptions, as stated on Form 3541 3) Sales through dealers and carriers, street vendors, and counter sales (not mailed) 4) Requested copies distributed by other mail classes through USPS c. Total paid and/or requested circulation d. Non-requested distribution 1) Outside-county, as stated on Form 3541 2) In-county, as stated on Form 3541 3) Non-requested copies distributed by other mail classes via USPS 4) Non-requested copies distributed outside the mail (e.g., trade shows) e. Total non-requested distribution f. Total distribution g. Copies not distributed h. Total print i. Percent paid print Electronic Copy Circulation a. Paid electronic copies b. Total paid print + electronic c. Total distribution print + electronic d. Percent paid print + electronic I certify that the statements made above are correct and complete.