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Flowers& JANUARY 2013 $5.50

www.MyTeleora.com

2013 DESIGN TRENDS

The colors, shapes and textures most likely to motivate sales

Get inspired to create trend-savvy designs and displays

Pg 40

Learn all about the latest roses and more from Ecuador Pg 16


features

JANUARY 2013

63 16

Best in Show An eye-popping expo in Ecuador reveals a dynamic industry. Text and photography by Bruce Wright

24

29th Annual Flowers& Design Contest Are you ready for “The Second Time Around”?

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Plan Now for Prom Profits The growing market for prom flowers gets an extra boost.

40

Trends Roundup 2013 Design directions to inspire today’s consumers. Floral design by Rich Salvaggio AIFD, AAF, PFCI Photography by Ron Derhacopian

4 JANUARY 2013

On the Cover Pastels take on a whole new sophistication with the intriguing texture and subtle variations of hue in a trio of crackle-glass vases, simply filled with ‘Majolika’ spray roses, china berries, and galax leaves. For more “passionate pastels,” see pages 54-57.


contents 12

Focus on Design Combining Plants with Cut Flowers By Rich Salvaggio AIFD, AAF, PFCI

14

Creative Edge Product Series: Wide Flat Wire By Hitomi Gilliam AIFD

30

Bloomtube European Trend: Spicy Pastels By Joan Stam

34

15

Fresh Focus

36

Succulent Rosettes By Bill McKinley AIFD and Bruce Wright

38

Net Effects Internet Marketing in Five Minutes a Day By Sarah Botchick

66

Where to Buy

67

Advertiser Links

68

What’s in Store

71

Wholesaler Connection

72

Industry Events

13 Flowers& Volume 34, Number 1 (ISSN 0199-4751). Published monthly by Teleflora, 11444 W. Olympic Blvd., Los Angeles, CA 90064, 800-321-2665, fax 310-966-3610. Subscription rates: U.S., 1 year, $66.00. Canada, 1 year, $90.00 (US currency only); Canadian GST registration number R127851293. Other foreign countries, 1 year, $102.00 (US currency only). Single issues, $5.50 each prepaid. Periodicals postage paid at Los Angeles, Calif., and at additional mailing offices. Postmaster: Send address changes to Flowers&, PO Box 16029, North Hollywood, CA 91615-9871. Copyright

6 JANUARY 2013

©

2013 by Teleflora. Printed in U.S.A.


Flowers& Publisher

Rich Salvaggio AIFD, AAF, PFCI rsalvaggio@teleflora.com

Editor

Bruce Wright

Art Director

Tony Fox

National Advertising Director

Peter Lymbertos

Publication Coordinator

Elinor Cohen

Contributing Editor

Bill McKinley

AIFD

U.S. Subscriptions

800-321-2665

Foreign Subscriptions

818-286-3128

Advertising

800-421-4921

On the Internet

www.MyTeleflora.com www.flowersandmagazine.com

ADVISORY BOARD Teleflora Education Specialists Susan Ayala PFCI,

AIFD,

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

Fairfield, Ohio, Tim Farrell

Bert Ford

AIFD, PFCI,

Mo., Hitomi Gilliam

AIFD,

AIFD, PFCI,

Kansas City,

AIFD, AAF, PFCI,

Design Circle Events, Fitchburg, Wisc., Alex

Phoenix Flower Shops, Phoenix, Ariz., Vonda LaFever

Niceville, Fla., Joyce Mason-Monheim AIFD, PFCI,

AIFD,

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

AIFD, PFCI, AZMF,

Essexville, Mich., Julie Poeltler

Lone Tree, Iowa, Jerome Raska

AIFD,

Farrell’s Florist, Drexel Hill, Penn.,

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

Dallas, Texas, John Hosek

Jackson

AIFD, AAF, PFCI,

AIFD, PFCI,

AIFD, PFCI,

Tucson, Ariz., Darla Pawlak Fountain of Flowers & Gifts,

AIFD, AAF, PFCI, CAFA, MCF,

JR Designs, Detroit, Mich.,

Tom Simmons AIFD, Palm Springs, Calif., Gerard Toh AIFD, Sherman Oaks Florist, Sherman Oaks, Calif., Cindy Tole, Botanica Flowers & Gifts, Greensboro, N.C., Kevin Ylvisaker AIFD, PFCI, Mukwonago,

Wisc.

EDITORIAL COUNCIL Marie Ackerman PFCI,

AIFD, AAF, PFCI,

Teleflora, Oklahoma City, Okla., Tom Butler

Teleflora, Oklahoma City, Okla., Carol J. Caggiano

Jeffersonton, Va., Wilton Hardy

AIFD, AAF, PFCI, FSMD,

Palm Beach, Fla., Rocky Pollitz

AIFD, AAF, PFCI,

AIFD, PFCI,

AAF,

A. Caggiano, Inc.,

JWH Design and Consultant, West

Blue Jay, Calif., 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.

8 www.flowersandmagazine.com


focus on design Floral design by Rich Salvaggioo AIFD, AAF, PFCI

Photography by Ron Derhacopian

For product information, see Where to Buy, page 66.

Cut flowers and orchid plants go beautifully together—and are easy to combine in one design. The phalaenopsis plant featured here will last much longer than a cut orchid stem. It can be removed and repotted, or brought back to the shop for a fresh floral treatment when the roses and carnations are gone. Plus, the natural orchid foliage adds to the grace and integrity of the design. 1. Fill your container with foam, then cut a hole in one corner of the foam. 2. “Plant” the orchid in the foam cavity, together with its roots and soil or bark. You can either take the plant out of its plastic grower pot or leave it in. If you leave it in, it makes it easier for the customer or recipient to remove the plant and repot it later on—but if the top of the plastic pot rises above the foam, the plant will need to be watered separately. A good compromise is to leave the plant in the plastic pot, but trim the top of the pot so it is level with or lower than the top of the foam. Here the orchid stem is supported with rivercane, to which it is secured with Bind Wire. More rivercane is placed horizontally on top of the foam as a complementary accent, held in place with U-shaped wires. 3. Add cut flowers and foliage to the foam: here, ivy (to soften the vertical), pink carnations, and ‘Orange Unique’ roses.

1

2 12 www.flowersandmagazine.com


3 JANUARY 2013 13


creative edge Floral design by Hitomi Gilliam AIFD

For product information, see Where to Buy, page 66.

Here’s a New Year’s resolution for 2013: “Do less and make more.” Create designs that take less labor time, with fewer insertions. Brand yourself as a unique, creative florist by using exquisite, distinctive flowers with the latest supplies and accessories. We’ll be featuring these products this year in Creative Edge—starting with the new wide flat wire from Smithers-Oasis.

Simple verticals, 1-2-3 Production time: 10 minutes each Make designs like these in multiples and labor time goes even faster. Step 1: Attach a free-form armature of wide flat wire to the cube with UGlu Dashes (for extra security, apply a dot of Super Glue). Use one-inch flat wire at the base, then grow the armature upward with a length of half-inch wire. Step 2: Insert sunflowers through the armature, which will stabilize the base mechanics. Step 3: Add stems of sandersonia for an elegant vertical. 14 www.flowersandmagazine.com

Photography by Philippe Martin-Morice


Flat-wire armature Production time: 15+ minutes This simple armature is both decorative and functional. It is made by accordion-folding flat wire to create multiple loops for easy insertion of flower stems. Use a pen or dowel or similar tool as a template to make the loops round and even. Here, the armature is attached to the container with UGlu, bridging from one side to the other. Super Glue is used to touch up the UGlu bond. As stems are inserted into the wire loops, the insertion can be made more secure by pinching the folds.

Bud vase collection Production time: less than 5 minutes each A collection works well when each item is like the others, but also different. The Vintage Bottle Collection by Syndicate Sales has that quality, and flat-wire embellishments reinforce it. Wrap flat wire around the neck of a vase and glue the halves together with a UGlu Dash, then add a flared, fishtail finish. Or, band the neck with Bind Wire and attach a dog tag made of more flat wire. The dog tag can be metal-stamped with a personal message or the botanical name of the flower. The vases can be sold separately or in multiples, which combine to make one design. b JANUARY 2013 15


BEST IN SHOW

A bustling, eye-popping flower expo in Ecuador reveals a dynamic industry changing with the times. Text and photography by Bruce Wright

Roses were, of course, on lavish display at FlorEcuador Agriflor in October. From top to bottom, at right: Most yellow roses fade quickly after they open—but Esmeralda’s ‘Yellow Moon’ holds its bright hue. Eye-popping bicolors like ‘Sweetness’ attracted attention everywhere at the show: “They’re taking over the market!” says Evelina Ayala of Valle Verde Roses. Rosaprima showed the classic white ‘Mondial’, along with ‘Moody Blues’—a lavender rose glowing with hot pink around the edges that won Best in Class at the Society of American Florists’ Outstanding Varieties Competition.

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For those who love roses, the exhibition FlorEcuador - Agriflor is a little bit of heaven. Held once every two years in Quito, Ecuador, the show provides ample evidence of the natural advantages enjoyed by rose growers in the stunning landscape that surrounds that capital city. Twelve hours of sunlight every day combine with the high altitude—about 2,800 meters, or 9,000 feet, above sea level—to produce roses with extraordinarily large heads and with thick stems as long as 90 centimeters. How much difference does the altitude make? To illustrate: one Ecuadorian grower, Naranjo Roses, has two farms: one at 2,600 meters above sea level, the other at 3,100 meters. “The longest stems come from the farm that’s at the higher altitude,” says Naranjo’s Patricio Larrea—and with longer stems, of course, come the largest blooms. “Higher up, we get lower temperatures, which means the production cycle is longer, so the flower has more time on the plant before it reaches the perfect cut stage,” he explains. Ecuadorians also say the colors of their roses are more intense because of the equatorial region’s long, perpendicular light.


BEST IN SHOW

Adapting to change With competitive advantages like these, it’s not surprising if at least some Ecuadorian flower growers have continued to thrive, even in the face of a slow economy worldwide. According to the Ecuadorian newspaper Hoy, Ecuadorian floral exports to the U.S. grew by 11 percent during the first half of 2012 over the year before—thus keeping pace with the growth of floral imports to the U.S. overall. Ecuador was therefore able to maintain its place as the second-largest supplier of imported flowers to the U.S., with more than 17 percent of the total. A thriving floral industry in Ecuador was likewise suggested by attendance at the 2012 edition of the country’s floral trade expo, which took place over three days in early October. The show attracted 17 percent more buyers than the previous edition, from 24 different countries, according to representatives of the Ecuadorian growers’ association Expoflores. About 40 percent of the registered attendees were buyers from the U.S.; others came from Europe and Russia. Still, flower growers in Ecuador have some stiff challenges to meet. Their labor costs are rising. They must learn to cope with the effects of climate change—which is 18 www.flowersandmagazine.com

With 12,000 square meters (about 130,000 square feet), the exhibition space in Quito’s Cemexpo pavilion was completely sold out for the 2012 edition of FlorEcuador - Agriflor. Although the 206 exhibitors included every kind of supplier, from breeders to cargo companies, the vast majority were growers, most specializing in Ecuadorian roses.

Garden roses—like the David Austin rose ‘Darcey’, seen at lower left, as grown by Rosaprima—made a big splash at the FlorEcuador show. But so did lookalikes that combine the appearance of a garden rose with the performance of a hybrid tea, like ‘Free Spirit’, bred by Rosen Tantau, above left. Qualisa showed ‘Capriccio’, a golden-yellow rose that opens wide to release its lovely fragrance.


BEST IN SHOW having a curiously diverse impact in Ecuador and neighboring Colombia: while Colombia is getting wetter, Ecuador is getting dryer. In the face of these challenges, many see Ecuador’s strong reliance on a single crop— roses—as a liability.

Trending green How are Ecuadorian growers responding to the challenges? Diversification is one part of the strategy. Currently Ecuadorian production is 62 percent roses. But Ecuador also claims to be, already, the biggest grower of gypsophila in the world. Hypericum is another important crop. The dramatic trend at the 2012 edition of FlorEcuador was diversification into “summer flowers” like delphinium, trachelium, eryngium, and bouvardia. Summer flowers of impressive quality were on display from growers including Agrogana, Grupo Florisol, and Valleflor. Grupo Florisol also produces best-quality chrysanthemums—a flower that is usually associated with the Medellin region in Colombia, not with Ecuador. Support for social and environmental initiatives is another growing trend. As in Colombia, Ecuadorian growers have responded to negative publicity about the environmental and social impact of their operations with a movement for change. In Ecuador, the growers’ association Expoflores sponsors a certification program called FlorEcuador®. (Yes, it’s the same name that is used for the biannual exposition. Confusingly, this name is also used in the URL for a group of growers that is officially associated with neither the show nor the certification program.) To be certified by FlorEcuador®, growers must comply with certain basic requirements regarding environmental practices and how they treat their employees—the standards prohibit, for example, child labor and the use of certain pesticides. A list of certified growers, and more information about the FlorEcuador® social and environmental program, can be found at www.florecuador.org. Not all Ecuadorian growers are compliant with the standards for certification by FlorEcuador®—but in general, the largest and most successful growers go well beyond them. Indeed, a walk around the floor at the trade expo in October reveals that quite a few growers have multiple social and environmental certifications, including Veriflora, 20 www.flowersandmagazine.com

Although famous for roses, gypsophila, and hypericum, Ecuadorian growers are branching out into other types of flowers, including summer flowers like bouvardia, eryngium, and delphinium—all seen in high quality at the Valleflor booth. Green eryngium, less often seen in the U.S., is the same variety as blue eryngium, but harvested at an earlier stage.

Driving home the concept of roses that are 100 percent organically grown, John Nevado of Nevado Roses has spun out a line of products including edible rose petals, rose tea, rose marmalade, rose chocolate, rose vinegar and more. These products have already been showcased in distinctive dishes at a handful of the world’s top restaurants.

Esmeralda Farms showed dip-dyed flowers that open further after the dying process, creating a delicate dappled effect.

‘Sunrich Gold’ is one of two new sunflower varieties that were on display from grower and breeder Esmeralda Farms.


FLORIGENE Moonberry Cory Sanchez • Email: csanchez@florigene.com • Phone: 954-874-1647 • Mobile: 305-333-4466

FLORIGENE Moonpearl

FLORIGENE Moonvelvet

FLORIGENE Moonique


BEST IN SHOW Fair Trade, and the Rainforest Alliance. Within the FlorEcuador® group, a subgroup of about 27 growers is pursuing methods that are closer to “organic,” according to the president of Expoflores, Gino Descalzi. “When you walk around one of these farms, it smells like a kitchen, because the farmers are using things like garlic, pepper, cumin, and chamomile to control pests,” Gino says. Integrated pest management (IPM), where predatory mites, for example, are used to control other mites, is another environmentally friendly strategy. The move toward organic is expensive and requires a long-term commitment: so far, only two Ecuadorian growers can truly claim that they produce certifiably organic roses.

Taking flight For some time Ecuador has suffered a competitive disadvantage relative to Colombia owing to the limitations of its airport in Quito. A short runway, combined with low air pressure at Quito’s high altitude, has meant that planes could be loaded to no more than 60 to 80 percent of capacity. A new Quito airport has been under construction for some time. The opening has been officially postponed more than once, but is now scheduled for February 20, 2013. Over time, this development is expected to lower transport costs and permit new destinations. In the long run, however, Ecuador’s best strategy for remaining competitive is to maintain its reputation for growing the very best roses anywhere in the woarld. Depending on the outcome of current trade talks, it’s possible that the price of Ecuadorian flowers will soon be on the rise. “But price is not always the negotiating factor,” says Alejandro Martinez, executive president of Expoflores. “We have to show the market our quality. We haven’t done this as a country.” To that end, high mountains and plentiful sunlight provide a good start—but investment in expertise, the right equipment and the best varieties is just as important. The commitment to these factors is evident among the leading Ecuadorian growers who dominated the FlorEcuador - Agriflor exposition. The payoff for buyers who visit the show is to discover just what quality means—and which of Ecuador’s many fine growers have it the most. b 22 www.flowersandmagazine.com

A fashion show at Qualisa created excitement at the end of a busy day on the show floor.

Do you ever wish sunflowers would face up, rather than out? Look to the ‘Vincent’ series from Sakata (represented exclusively by Fred C. Gloeckner), which also offers a double row of soft, rounded petals (meaning you’re less likely to end up with a gap in the row). ‘Vincent Fresh’ has green centers, ‘Vincent Choice’, dark ones. “Spray Roses: Endless Possibilities” was the theme of a display that showcased bouquet ideas from spray-rose grower Hosa.

‘Xlence’ is the new gypsophila from Israeli breeder Danziger, which introduced ‘Million Stars’ a few years back. Where ‘Million Stars’ had small flowers, the individual flowers of ‘Xlence’ are large—reflecting, probably, one of those swings of fashion like the rise and fall of hemlines. Esmeralda likewise showed top-flowering ‘Magnet’, another gyp variety with large blooms, launched about 18 months ago.


The Second Time Around 29th Annual Flowers& Design Contest Or it could be the third, or fourth… but however many times she’s been married before, the “encore” bride wants—and deserves— a beautiful bouquet. It may be somewhat more modest, designed to complement

HOW TO ENTER Send a photo of a design that expresses this year’s theme, “The Second Time Around.” The design must feature fresh flowers primarily. The wholesale cost of materials must not exceed $50. So that we can see the bouquet closer up in the photo, it should be no more than three feet tall or long by three feet wide or deep. Make sure the entire bouquet is visible within the frame of the photo.

MORE ABOUT THE PHOTO

ever qualities express

We suggest you photograph your bouquet on a simple stand (available from your local wholesaler) against a plain, neutral background. Do not include props or persons in the photo. Send only one photo. Do not mount the photo, and do not write your name or address on the back. The photo may be either a digital photo or a high-quality print, at least 5 by 7 inches. Digital photos must be taken at a high resolution and should be sent on a CD; digital photos must also be accompanied by a print, one with good color accuracy. Please call us with any questions at 800321-2654, extension 3590.

the encore bride’s own style

SUBMITTING YOUR MATERIALS

a simpler gown. But there’s no reason why the bridal bouquet that stars in a second wedding should be any less elegant, romantic, and sophisticated—or what-

and personality.

24 www.flowersandmagazine.com

Each entry must be accompanied by a fully completed entry card (at right). Photocopies of the entry card will be accepted. Only one submission per contestant is allowed. Sorry, we are unable to acknowledge receipt of each entry. All photographs become property of Flowers& and will not be returned. Send to: Flowers& Design Contest, 11444 West Olympic Blvd., Los Angeles, CA 90064.

JUDGING Winners will be selected through two phases of judging: Phase 1 A preliminary screening by a panel of expert judges determines the 10 finalists. Entries are judged anonymously, according to the originality, color harmony, balance, mechanics, and overall design of each arrangement as well as on how well they meet the requirements of this year’s theme. Finalists are notified of their status as such by May 30. Phase 2 The original photographs of the top 10 entries are featured in the August issue of Flowers&. Once again, the designers’ identities are not revealed. Voting by number, the magazine’s readers choose the first-, second-, and third-place winners from the 10 finalists’ designs, using a postage-paid ballot card included with the August issue. The winners are announced in the November 2013 issue of Flowers&.

DEADLINE Entries must be postmarked by Saturday, March 30, 2013.

CASH PRIZES

1st Place:

$1,000

2nd Place:

$500

3rd Place:

$250


Already growing, the market for prom flowers will get an extra boost this year.

Plan Now for Prom Profits

said they planned to spend the most on prom last year ($2,635 on average) were those with only moderate annual incomes (between $20,000 and $30,000), while richer parents planned to spend considerably less. For florists like Jo—who starts early and spreads a wide marketing net, gathering orders from teens at several different schools in the area—prom season can mean thousands of orders. So, doubling the average price point on those orders has a significant impact on the bottom line. “The prom is one occasion that is still owned by professional florists,” says Jo. “But we have to go out and get it and keep it.”

The power of advertising

This season, unprecedented national advertising from prom jewelry supplier Fitz Design not only is promoting prom flowers directly to teen customers but urges them to visit their local florist.

26 www.flowersandmagazine.com

AS MANY FLORISTS WILL tell you, prom business is booming. “Over the past five years or so, our average sale has gone from $25 to over $50 or $60—it’s more than doubled,” says Jo Buttram at Shirley’s Flowers in Rogers, Arkansas. “A lot of that is due to the bracelets,” she adds, referring to the rise in popularity of prom jewelry, “because now the girls have a keepsake.” But higher expenditures for prom flowers also reflect the trend toward higher spending on prom overall. Last year, according to a survey by Visa, the total price of attending the

prom—adding up such items as photos, limos, hair and makeup, and, of course, the dress or tuxedo—rose by more than a third, from an average of $807 in 2011 to $1,078 in 2012. Spending differs, of course, by region and according to income. Parents in the Northeast and South spent more than those in other regions—and it is the parents who pay the vast majority of the cost, which could be one reason why prom-going teens have no problem spending more every year. Surprisingly, however, the parents who

Naturally, the prom spending spree has been spurred on by a wave of advertising directed at teens. Until now, however, none of the big, national advertisers were focused on promoting prom flowers. That’s changing this coming prom season, when the two top prom publications will both feature an ad from Fitz Design, the premier supplier of prom jewelry. The ad (seen at left) doesn’t just present artistically designed prom flowers as a glamorous and essential accessory. It directs prom customers to their local florist as the exclusive purveyor of designs that incorporate Fitz products. If you are serious about marketing to prom customers, you are already familiar with the major prom publications. TeenPROM is the biggest, with a circulation of 1.2 million. Published annually, and affiliated with the popular and influential monthly magazine, Seventeen, it is sold on newsstands. TeenPROM always features a celebrity on the cover—like Sarah Hyland of ABC’s hit TV series “Modern Familiy,” who graces the cover of the 2013 issue, released December 25, 2012. (It’s important to note that, just as bridal couples plan the wedding months in advance, teenagers start thinking


publisher Garfield Bowen, “and we stay involved with the kids all yearround.”

homecoming and (in the South) for cotillion parties—and eventually come back for wedding flowers. “Make it fun for them, and treat them like a number-one customer,” says Jo. “They’ll remember you for life.”

Making sales easy

Reaching out

“Of course we have the magazines out in the shop,” says Jo at Shirley’s Flowers. “The girls come in, flip through the magazine, and search for the dress they’re going to wear. They get very excited when they can show it to us.” The dress, in turn, gives a good indication of the customer’s style—and her price range: “If she’s spending $500 or $600 on the dress, a $60 corsage is a drop in the bucket.” Shirley’s Flowers cross-promotes to prom customers by placing flower arrangements in hair, nail, and dress salons, with cards that tell about the flower shop’s prom parties. Then, for two weeks before the local prom season begins, the shop stays open a little later in the evening and invites the kids to come on over for soft drinks and snacks. They set up a corsage bar with samples using fresh flowers—an investment in inventory that pays off royally. “They love to see and handle the actual samples,” says Jo. “They come back several nights in a row and bring their friends with them.” The corsage-bar format facilitates selling: “We put all the accessories out in baskets,” Jo explains, “and tell them they can pick a bracelet, then rhinestones or a jeweled butterfly to go up among the flowers. They follow instructions really well and are not afraid to spend money! When they pick the accessories themselves, it makes it easier for us, and they tend to spend more. We do a lot of rings as well as bracelets. Together they might easily add up to $100.” Jo finds that prom orders generate other business with the same demographic. High-school teens talk to their friends, buy flowers for

Marketing is the key to prom profits—and the “prom parties” are just one of many techniques and strategies that can be used. Fortunately for florists who want to reach out to prom customers, help is at hand. Fitz Design has created a raft of marketing materials and ideas, available on its website (www.creationsbyfitzdesign.com) and through educational programs that the company sponsors at local wholesale florists. Since Fitz products are available exclusively through retail florists, who purchase them from participating wholesalers, the company has a vested interest in their success. “We have, for example, a planning form for retailers to use that suggests sending letters to local schools so many weeks in advance, and other steps,” says Dan Fisher, owner at Fitz Design. “We even have a sample of the letter and a checklist that tells you what you need to know before you send it. If we tell you to do something, we try to also tell you how.” One key marketing tool for florists is the 2013 Fitz catalog (with a detachable price list), which will arrive with your March issue of Flowers&. Don’t wait until then, however, to place orders and start reaching out to prom customers. “One of the things I am the most proud of is that Fitz helps bring new sales dollars to florists,” says Dan. “The average 16-year-old girl does not know that you get these types of products from flower shops. That’s why we are putting this message out there in front of them” with the ads in TeenPROM and Prom Guide. The prom pie is definitely growing— but it’s up to you to make sure you get your share. b

Prom Profits

Magazines like TeenPROM, with a circulation of 1.2 million, and Prom Guide, which reaches 1 million teens, exert a huge influence on the growing prom market. For florists, they serve as valuable resources for research and marketing.

28 www.flowersandmagazine.com

about the prom well before April, when most proms take place.) Prom Guide, distributed mainly at schools, reaches 1 million teens. It is well established, with a publishing history that goes back a quarter of a century. Prom Guide has, however, stayed up to date with a highly interactive program of contests (for example, “cutest couple of the week”) that is promoted through its website and app and through social media. “We position ourselves as a membership community,” says


Pick 2 Increase Sales by 20%

Increase Salary and ProďŹ t to 20%

What you have now

800-342-2251 TeamFloral.com


bloomtube Floral design by Joan Stam of Bloomtube, www.bloomtube.com

Get on board with the European trend to “spicy pastels.” “SOFT AND FRIENDLY, yet bright and powerful—rich in contrast, surprising, striking”—these are some of the keywords used to describe a look that has become trendy in European fashion and interiors. The look combines soft pastels with accents in extreme fluorescent colors. This color contrast, potentially harsh, can be mediated with the use of natural materials like cork and light wood. But, smooth ceramics, concrete, and stainless steel may also be used. Geometric patterns—stripes, checkers, blocks and circles—predominate. The pastels are often shaded (dégradé). 30 www.flowersandmagazine.com

In floral design, fluorescent accents are mainly added with sprayed branches, brightly colored binding materials, and contrasting backgrounds. The bouquet itself is typically simple in shape, because the striking color contrast attracts most of the attention. White is especially suitable as a background color, unless the background itself is a fluorescent color—wonderfully eye-catching in a shop display. More information about “spicy pastels” is available on the Bloomtube website.

Created by Dutch master florist Joan Stam and web wizard Jan de Koning, Bloomtube is an online learning platform where florists can learn about European design trends and techniques. Subscribers receive five new instructional videos monthly, along with photos and text instructions in English, all for as little as $10 a month. For a free video version of this month’s Bloomtube how-to, scan the QR code above with your mobile device. On your computer, simply visit www.bloomtube.com.

1. Spray a thick branch (like manzanita or mitsumata) with bright fluorescent or neon color. To incorporate the branch as a horizontal accent in a hand-tied bouquet, attach two vertical sticks in a dark color, using a sturdy binding wire.


bloomtube

2. Adding a natural branch, bent to follow the horizontal line of the bright accent, adds another element of artful contrast.

3. Prepare your flowers, removing leaves and thorns from roses and the brown outer casing from amaryllis blooms.

4. Begin by carefully inserting amaryllis stems through the horizontal branches, taking care not to crush the amaryllis stalks, which are hollow and therefore easily damaged.

5. Add roses and tulips at various levels. Aim for a generally round, but not perfectly round shape.

6. Bind the stems, using tape to protect them from damage. Place the whole in a pastel vase to match the trend. b

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fresh focus By Bill McKinley AIFD and Bruce Wright

As demand grows for succulent rosettes, so do variety and availability. WHAT’S YOUR FAVORITE succulent rosette? Do you like ‘Tippy’, in a powdery celadon color, with extra-fat leaves that are flat on the inside? ‘Lola’ or ‘Blue Rose’, with relatively slender leaves? ‘Black Prince’ or ‘Melaco’—both a deep browny black with a glowing bright green interior? Or perhaps you favor the luminous pink and gray of ‘Perle Von Nurnberg’? Most florists still order succulents simply by color and size. But nowadays, it’s certainly possible to be very specific, especially if you order in advance—that’s how quickly the market has responded to the growing popularity of succulent rosettes. “Some people know exactly what they want; others just like an assortment,” says Joost Bongaerts of wholesale shipper Florabundance (www.florabundance.com), which offers the rosettes in three sizes: petite (about two inches wide), medium (four inches), and large (five to six inches). The varieties named above can all be viewed on the website of grower and national shipper Dramm & Echter (www.drammechter.com)—but most customers just ask for a color or color assortment, agrees Dramm & Echter’s Juan Carlos Aguilar. “Out of ten that we ship, easily half are bluish gray,” he estimates. The rest are green, pink, or “black”—like ‘Melaco’ or ‘Black Prince’. For a different look, customers might ask for ‘Woolly Rose’, a bright green rosette with a furry texture. “Succulents” are so called because they have evolved to store water inside their fleshy leaves—an adaptation that helps them to survive even in harsh, arid environments.

Succulent rosettes Various species of Echeveria, Aeonium, Sedum, and Sempervivum Availability: year-round Bunch size: singly or in mixed boxes Vase life: 2 to 3 weeks or more 34 www.flowersandmagazine.com 26 www.flowersand

‘Perle von Nurnberg’ (at left) and ‘Pink Frills’ (above) are two of the succulent varieties that customers can request by name from grower and national shipper Dramm & Echter. Most florists, however, simply order by color, with bluish gray taking the lead in popularity, followed by green, pink and brownish black. Photos here and on the next page are courtesy of Dramm & Echter.


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fresh focus As a strategy to retain moisture, most succulents have a waxy skin. But tiny hairs on the surface of the plant can be another way to prevent the loss of moisture, by trapping warm air and slowing evaporation.

Cool and dry The ability to hold up out of water is one reason succulents are so popular with florists and floral designers. The flip side of that is that too much moisture can actually damage succulents, leading to fungal rot that shows up as spots on the leaves, brown, black or clear, and soft to the touch. Don’t spritz succulents or place them in a tray with water, warns Juan Carlos. To store them, a cool, dry environment is best—preferably outside your cooler, which will be somewhat too humid. Room temperature is fine unless the room is quite warm. It’s been relatively easy for suppliers to expand their inventory of succulents, precisely because they’re so hardy, Juan Carlos explains: “We have a farm we partner with. We can order 5,000 of them and keep them in their pots until they’re sold. All you have to do is water them, but not too often.” The rosettes are then detached from the soil and custompacked before shipping. The compact rosette shape, in which the leaves or “petals” protect one another from drying air movement, represents another strategy for retaining moisture. Many plants called “succulents” come in other shapes, however. The term is broadly used and includes houseplants like sansevieria, or mother-in-law’s tongue, and all cacti. Rosette-bearing succulents mainly come from the genus Echeveria (also called hensand-chicks) or the closely related genera Sempervivum and Aeonium. Sedum is another rosette-bearing genus—although florists may also be familiar with varieties of sedum that produce real botanical flowers, as opposed to flowerlike rosettes, in bright colors. The common name donkey’s tail usually refers to one of several other kinds of sedum.

Fashion hues The natural tints and tones of succulents tend to harmonize beautifully with those of other floral materials. But, as floral designers have noticed, succulent rosettes also take spray paint very well. Succulents touched with me36 www.flowersandmagazine.com 26 www.flowersand

Certain succulents, like ‘Woolly Rose’ (above), offer a furry texture. The “fur” helps the plants to retain moisture in hot, dry environments.

tallic silver or gold, for example, can bring the color of a vintage-style bouquet holder up among the flowers of a bridal bouquet. Succulents are the ultimate canvas for Design Master sprays. Options include both the regular Colortool™ Sprays and also Just for Flowers™, a transparent dye that acts as a color glaze over another color, so that attributes of the base color are visually mixed with the dye color applied. The two can even be used together: “For example, I’ve sprayed an echeveria copper, then lightly misted it with Just for Flowers Wild Rose on top, to push the copper to a rose metallic hue,” says Gretchen Sell of Design Master Color Tool. “And while we usually do not recommend Super Silver or 24kt Pure Gold on fresh floral products, the succulents are more durable than blossoms and take these two heavily pigmented metallics just fine,” adds Gretchen. “The finish is a plated metallic look.” She recommends maintaining a spraying distance of 15 to 18 inches for safe application on fresh materials. For the holidays, succulents can be “winterized” with Design Master ColorTex Flurry. “I’ve seen turquoise-painted echeveria used in a bright fuchsia palette bridal bouquet,” Gretchen reports. “It looked like a brooch or button element, as seen in bridal trends… kinda cool!” For weddings and holidays, sympathy and everyday arrangements, succulent rosettes are proving more versatile and useful to floral designers every day. This is one trendy “flower” that’s not likely to go out of fashion again anytime soon. b

care tips succulent rosettes

• Select rosettes that are turgid and free from brown or black spots. Also avoid those with soft or clear spots, the possible beginnings of one of several fungal diseases. • Store in cool conditions at 40-45 degrees F. Do not store wet in the cooler, or fungal rot will likely develop. • To stabilize large, rosette-shaped succulents in floral foam, angle inward two or three hairpin-shaped #20 green wires, straddling the leaves next to the center base. Some florists also use 4-inch or 6-inch wooden picks inserted into the rosette base next to the center stem, followed by corsage tape around the stem and pick.


net effects By Sarah Botchick

Learn how to do effective internet marketing in just five minutes per day. ONCE UPON A TIME, florists needed only their good reputation and a yellow pages advertisement to succeed. Then along came the internet. The internet changed the world, and along with it, our industry. Some of us love the internet, some of us don’t. Regardless, if we want to succeed in business, we need to learn to use it to our advantage. It is no longer enough just to have a website for your company. You need to be actively marketing your shop on the internet. Many readers of this column are members of the Teleflora network and take advantage of the internet marketing services provided by Teleflora through the eFlorist program and various POS systems. Whether you are a Teleflora member or not, it is critical to the future of your shop to understand internet marketing and how to make the most of the tools available. TOOLS OF THE TRADE Internet marketing is a collection of methods used to advertise your company and products via the internet. It includes but is not limited to: SEO (Search Engine Optimization): adjusting your website so that the search engines can better “see” your products and will rank you higher in their results. SEM (Search Engine Marketing): directly promoting your website in the search engines, usually via paid advertising. SMM (Social Media Marketing): gaining website traffic through social media sites where users interact with each other, includ38 www.flowersandmagazine.com

ing: Facebook, Twitter, Google+, Pinterest, Instagram, LinkedIn, Foursquare, Path and more. EMM (E-mail Marketing): contacting potential or existing customers using their email address. Blogging: reaching out to customers by maintaining a type of website, or a portion of your website, where you create short entries called posts. All of these methods come together to create your internet marketing plan. There seems to be a common thought that to market via the internet all you really need is a Facebook page. While Facebook is an integral part of internet marketing, you need more than that. Just putting up a Facebook page and wondering why you are not getting business off the internet is like putting a single rose in a block of foam and wondering why your arrangement doesn’t look right. While the rose is beautiful, you need other flowers to complete the composition. The same is true with internet marketing. Even if you maintain your Facebook page actively and have a lot of fans, you need to do more to reach the widest audience and fully benefit from the power of the internet to bring orders into your shop. To effectively market your company you need to use both inbound and outbound marketing tactics. Outbound marketing is when you go to your customer with your message, via direct mail pieces, magazine advertising, email advertising, bridal and fashion shows, or any other means. Inbound marketing means that when the consumer is actively looking for a product that you offer, they find your company. There are nearly 200,000 queries in Google every month for the terms “flowers” and “florist.” If you are using effective inbound marketing strategies, when people in your area make these searches, you will appear in the results.

ful works of art using botanical materials— not to be a techy geek. However, the fact is that if you want to be able to continue to create beautiful floral designs, you need to be able to sell your designs as well. Each month for the rest of the year we are going to take one aspect of internet marketing and teach you how to set it up and integrate it into your daily routine. “Daily routine? What? Sarah, I don’t have time for that!” I hear that all of the time from overworked, exhausted florists. What many don’t realize is that in just five minutes per day you can establish a simple and effective internet marketing program. Of course if you have more time, the more you spend, the more you benefit. But the key is to do something, and do it regularly. One terrific tool that can help you fit this into your already hectic schedule is a social media management tool called HootSuite. HootSuite allows you to monitor all of your social media outlets in one spot, as well as schedule your posts. I’m going to let you in on a Sarah Secret: most every weekend I take a half hour sometime, whether it is Friday night or Saturday or Sunday afternoon, and schedule my posts for the week. That way, no matter what comes at me on Monday morning, my internet marketing doesn’t suffer. Of course as things come up throughout the week I make impromptu posts as well. But at least I have the base marketing in place for the week. If you’re ready to learn about HootSuite, you can do so by going to an instructional video that is posted on the Flowers& website, www.flowersandmagazine.com. If you haven’t yet set up any social media outlets for your shop, that’s OK. Hang on to this article, and as we go through the year you can add the accounts as you create them. Stay tuned as we untangle the World Wide Web and help you increase your internet sales!

THE DAILY DOSE Internet marketing can seem like an intimidating task, especially for florists. Most likely you went into the flower business because you enjoy creating beauti-

Sarah Botchick is the Marketing Director for Pioneer Wholesale in Berea, Ohio and the owner of Stellar Marketing & Consulting (www.stellarmarketingconsulting.com). b


JANUARY 2013 39


TRENDS ROUNDUP 2013 Design directions to inspire today’s consumers. Floral design by Rich Salvaggio AIFD, AAF, PFCI

Photography by Ron Derhacopian

For product information,

Consumers look to the marketplace to help them express their feelings, discover new sensations, and make sense of the world around them. Who is better equipped to do that than florists? All you need are ideas—ideas that pull together styles, colors, and moods, in a way that reflects the influences shaping your customers’ lives.

see Where to Buy, page 66.

Here are six of the lifestyle and interior design trends forecast for the coming year by experts in the field.

Many thanks to these suppliers who generously contributed their products for this feature story:

SURVIVAL COMFORT Rustic materials are expressed in bold geometric shapes and rugged, primitive designs, keeping familiar items close by.

Accent Décor

Green Valley Floral

www.accentdecor.com

www.greenvalleyfloral.com

Artiflor

Midwest CBK

www.artiflor.com

www.mwcbk.com

burton + BURTON

Pete Garcia Company

www.burtonandburton.com

www.floramart.com

CallaCo®

SNK Enterprises

www.callaco.com

www.snkenterprises.com

Candle Artisans

The Sun Valley Group

www.candleartisans.com

www.thesunvalleygroup.com

Fitz Design

Syndicate Sales

www.creationsbyfitzdesign.com

www.syndicatesales.com

Green Point Nurseries

Teleflora

www.greenpointnursery.com

www.myteleflora.com

HOLLYWOOD OPULENCE An art deco revival brings linear, elongated shapes and sophisticated colors to the fore. INTO THE WOODS The eco-friendly palette evolves to include a wider range of hues, including purples and spice tones.

40 www.flowersandmagazine.com

PASSIONATE PASTELS With textural complexity and rich, warm finishes, today’s pastels are all grown up. SEASIDE SERENITY The restful quality of sea and sand is evoked with weathered wood or metal and a soft, cool palette. TRIBAL SPIRIT Bold and exuberant, this multicultural style draws inspiration from wideranging sources.


JANUARY 2013 41


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T R E N D S R O U N D U P 2013

SURVIVAL COMFORT IN A TIME of slower economic growth, the values of simplicity and self-reliance seek expression. The style? Earthy, unpretentious, playful and uplifting. In tandem with this sensibility, increasing news of crop shortages and food scarcity results in a heightened appreciation of natural resources. Natural objects and materials are right at home paired with rustic wood, simple plaids and tactile ceramics. We also see combinations of bold geometric shapes and primitive designs, mixing harder lines with a rugged, hand-crafted sensibility. The color palette is green, beige, brown, dull orange, soft blue, mustard yellow, gray and off whites.

At far left, yellow calathea blooms reminiscent of summer corn bring an exotic touch to a down-home arrangement of dahlias, spray roses, hydrangea, hypericum, flax and kiwi vine. Above, tulips, rust-colored mums, pheasant feathers and fresh lotus pods are showcased inside a vintage-style bird cage. At left, rectangular candles and holders are paired with a blooming nest—signifier of spring.

JANUARY 2013 43


T R E N D S R O U N D U P 2013

SURVIVAL COMFORT Green mitsumata provides structural support for the arch above, suspended over a pair of tall bamboo vases; callas and ivy add to the flowing lines of the design, while roses, pears, and mums punctuate the horizon. At left, faux succulents cradle the white pillar candle inside a rustic lantern; at right, a planter the color of weathered slate provides the perfect foil for a burst of bright tulips. 44 www.flowersandmagazine.com


JANUARY 2013 45


7 High-gloss silver, mirrors, chrome and crystals set the tone for an oldHollywood look that borrows from the cool palettes and streamlined contours of the art deco era. Highly compatible flowers include orchids, callas, and tropicals. Above and at far right, vanda orchids in a rich speckled purple complement the sheen of silver—as do, on the opposite page, sophisticated green and white flowers, including paphiopedilum orchids, ‘Midori’ and green tulip anthuriums, and ‘Patience’ garden roses.

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TRE NDS ROUNDUP 2 013

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HOLLYWOOD OPULENCE CELEBRITY CULTURE and a nostalgic fascination with the heyday of Hollywood dovetail with the sense that our own era has a lot in common with the 1930s and ’40s. Hence, the hot reinvention of art deco—the ultimate in glamour and style. Sophisticated colors and linear, elongated shapes characterize the deco period and the romance and elegance of the early twentieth century. Furniture is high gloss, with furs, smooth hides and touchable textures.

9

The colors are patrician purple, wine, gold, silver, copper, antique white, lavender, orchid, violet, and pinks, accented with shiny or textured silvers, green, champagne beige and yellow.

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T R E N D S R O U N D U P 2013

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HOLLYWOOD OPULENCE Lilies make a good match for the elegance and luxury of Hollywood style; trendy new varieties bring the look up to date. At top left, ‘Elena’ double lilies are nicely paired with ‘Eden Climber’ roses, hydrangea, and ‘Lady Anne’ tulip anthuriums, white with a pink spathe, while at near left, ‘Sumatra’ lilies hold their own. Dangling crystals, feathers, and jeweled accents make stylish embellishments.

JANUARY 2013 49


T R E N D S R O U N D U P 2013

INTO THE WOODS AS ECO-FRIENDLY PRODUCTS proliferate—from solar panels to countertops made with recycled aggregate—“going green” becomes a lifestyle with its own esthetic. Materials made from renewable resources, like bamboo and recycled glass, are very much a part of the picture. Likewise, greens and browns remain at the foundation of design and décor that express concern for the environment. But today the palette has evolved and diversified to include a wider range of colors, many influenced by culinary inspirations, from wine and eggplant to saffron, pimiento and paprika. Spiced coral, brandied melon, apple cinnamon and baked clay stand out when used with shades of green.

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Fruits and vegetables are “naturals” for designs made to fit the eco-friendly lifestyle. Brussels sprouts, artichokes, and kiwi fruit are familiar to many florists as design materials; ornamental peppers add a dash of spice. At right, ‘Orange Unique’ roses are another way to warm up the palette; bicolor celosia blends the colors of the roses and the artichokes. Above right, the silky heads of white French tulips support each other in a recycled-glass terrarium; the stems are anchored in clear gel cubes.

JANUARY 2013 51


T R E N D S R O U N D U P 2013

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INTO THE WOODS Natural mechanics in clear glass not only fit with a woodsy style but exert their own ingenious appeal. Calla stems can be inserted through a head of hydrangea or swirled inside a glass terrarium; succulents can float on a bed of gel beads. Above, flat cane is swirled into loops that support craspedia, ‘Belonica’ lilies, and dracaena leaves, while the stems of ‘Helios’ roses are inserted right through a nest; both designs are assisted by the flat rim of the Plateau vase. At left, a basket made of recycled driftwood lends a trendy sophistication to a planted garden.

JANUARY 2013 53


TRE NDS ROUNDUP 2 013

PASSIONATE PASTELS RICH, WARM FINISHES make today’s trendy pastels very different from your standard Easter-egg colors. Along with the finish, the new palette of pastels is likely to feature textural complexity. Draping and folding, as in origami, is just one technique used to give pastels a grownup look. Patterns and surface treatments are important. Pastels may still be associated with birds, butterflies, and springtime—but spring can be the season for a soft yet subtle and sophisticated sensibility. Yellow greens are very strong in this trend, blending with sea green, light blue, azure, peach, pink, lavender and pearl white.

Above, black and white and pale green butterflies throw the rich, creamy tones of pink tulips into relief, while a branch of faux manzanita adds contrasting texture. Delicate patterns on the planter and nearby lampshade lend depth to the ensemble. Yellow green and celadon sound a steady motif among the designs at left and right, featuring lotus and scabiosa pods, succulents, and seeded eucalyptus along with a variety of yellow, purple and rosecolored flowers. JANUARY 2013 55


T R E N D S R O U N D U P 2013

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PASSIONATE PASTELS Crackle glass and shaded or ribbed ceramics are among the container options that bring varied surface treatments to the pastel palette. Each provides a fitting foil for fluffy flowers like ‘Majolika’ roses, hydrangea (in a wide range of hues), and stalks of lime-green gladiolus, shaped into a stately column and dressed with reindeer moss and midollino.

JANUARY 2013 57


T R E N D S R O U N D U P 2013

SEASIDE SERENITY ENJOY A WALK along the beach, invigorated by the sights and smells of everything around you. The surf, the sand, the shells and sea breezes make you think of family outings and vacations or an exotic island escape. The colors associated with this environment can also recall time spent relaxing at the spa, rejuvenating the mind and body. When interiors are designed to evoke the same experience, natural fabrics are used, along with weathered woods and metals and with accents of shells and sea glass. The colors are the liquid blues of the sky and water, combined with neutral tints and tones of brown, sandy beige or ivory, gray and grayish green.

Above, a gray-washed lantern serves as the perfect floral container for a simple bouquet of scabiosa and hydrangea; purple shells and a spiral votive holder bring spots of cool color into a soothing, neutral environment featuring weathered and pearlized textures. 58 www.flowersandmagazine.com


JANUARY 2013 59


T R E N DS D S R O U N D U P 2013

SEASIDE SERENITY Accents of a deep, brownish red or purple work well with the seaside palette: here, leucadendron or (at right) cotinus foliage. Lycopodium and curly willow can evoke seaweed; blue glass, rattan, or a keepsake storage bin with casual stripes (also at right) all make fitting containers.

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JANUARY 2013 61


Lively and diverse, the influence of Tribal Spirit ranges from contemporary vases with a handmade look (above), to hammered metal, as in the trio at right. The quilted texture of the vase on the opposite page jumps to the top of the design with a curvy, angled cage of midollino; the tulip stems are wired to each other at the top with thin wire and banded lower down with beaded garland. At far right, dendrobium florets adorn a bright red pillar candle.

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TRE NDS ROUNDUP 2 013

TRIBAL SPIRIT TRIBAL INFLUENCES from all over the world meet in this trend, providing a rich cultural tapestry for design inspiration. The palette is strong, bright, optimistic and experimental. Containers and accessories may well be handcrafted objects, traditional or contemporary, with striking form, color, and tactile qualities. Designs and dĂŠcor expressive of this trend tend to evoke feelings of joy and happiness. The colors here are deeply rooted blues, reds, oranges, browns, grays and blacks with accents of coral, melon, pumpkin, violet and cinnamon. Metallic tones, especially gold, also play an important role.

JANUARY 2013 63


T R E N D S R O U N D U P 2013

TRIBAL SPIRIT The handcrafted look in glass, ceramics, and a twiggy wreath (dressed in beaded garland) is beautifully complemented with flowers in bold colors. 64 www.flowersandmagazine.com


JANUARY 2013 65


where to buy For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, www.flowersandmagazine.com. Use the links under “Advertisers in this Issue” or the link to our searchable, online Buyers’ Guide at the top of the Flowers& home page.

ON THE COVER Accent Décor. Call 800-385-5114 or visit www.accentdecor.com.

Artiflor. Call 305-495-2666 or visit www.artiflor.com.

burton + BURTON. Call 800-241-2094 or visit www.burtonandburton.com. ®

CallaCo . Call 831-728-5392 or visit www.callaco.com.

Candle Artisans. Call 908-689-2000 or visit www.candleartisans.com.

Fitz Design. Call 800-500-2120 or visit www.creationsbyfitzdesign.com.

Green Point Nurseries. Call 800-717-4456 or visit www.greenpointnursery.com.

Green Valley Floral. Call 800-228-1255 or visit www.greenvalleyfloral.com.

Midwest CBK. Call 800-394-4225 or visit www.mwcbk.com.

Pete Garcia Company. Products are available through the company’s Floramart showroom in Atlanta. Retail florists can make an appointment to visit the showroom through their local wholesaler. Call Floramart at 800-241-3733 or visit www.floramart.com.

Smithers-Oasis. Call 800-321-8286 or visit www.oasisfloral.com.

SNK Enterprises. Call 800-531-5375 or visit www.snkenterprises.com.

The Sun Valley Group. Call 800-747-0396 or visit www.thesunvalleygroup.com.

Syndicate Sales. Call 800-428-0515 or visit www.syndicatesales.com.

Teleflora. Call 800-333-0205 or visit www.myteleflora.com.

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Cracked glass bud vases, burton + BURTON.

FOCUS ON DESIGN, pages 12-13 Noble Heritage urn with liner, Teleflora.

CREATIVE EDGE,

holders and frames, Midwest CBK. Rust-colored birdcage, bird’s nest and eggs, green lantern, artificial succulents, and pheasant feathers, Pete Garcia Company. Red and white rectangular pillar candles, Candle Artisans. Green mitsumata, Accent Décor. Urban Earth planter in weathered slate, Syndicate Sales.

pages 14-15 Flat Wire, Smithers-Oasis. Vintage Bottle Collection, Syndicate Sales. Metallic Cubes, Accent Décor.

TRENDS ROUNDUP 2013, pages 40-65 Used throughout: Colored callas, CallaCo®. Candles, including metallic-finish silver and gold and floating candles, Candle Artisans. Anthuriums, paphilopedilum and oncidium orchids, ‘Yellow Rattle’ calathea blooms, lycopodium, ‘Safari Sunset’ leucadendron, dracaena and calathea leaves, Green Point. Garden roses and double lilies, Green Valley. Accent lamps, picture frames, and pillows, Midwest CBK. Hydrangea, tulips, iris, larkspur, celosia, lisianthus, ornithogalum, and lilies, Sun Valley.

HOLLYWOOD OPULENCE, pages 46-49 ‘Midori’, green tulip and ‘Lady Anne’ anthuriums, green and white paphiopedilum orchids, and calathea leaves, Green Point. Colored callas, CallaCo®. ‘Elena’ deep pink double lilies and ‘Sumatra’ lilies, Sun Valley. ‘Patience’ David Austin and ‘Eden Climber’ roses, Green Valley. Mercury glass vases, Teleflora. Nimbus metallic-finish ceramic rectangles with portholes, Zodiak textured cylinders in silver, Uptown low silver ceramic trays (rectangular and square), Dazzle mirrored boxes, Harmony metal candle holders (with silver square pillars, accented with purple vanda orchids), Kimora glass bowl in lilac, crystal chandelier and candlesticks, tall footed SURVIVAL COMFORT, glass Celebrate vase in white pages 42-45 (with purple ‘Sumatra’ lilies), and ‘Yellow Rattle’ calathea blooms, teardrop jewelry, Accent Décor. Green Point. Waterfall stemmed pendant jewels Colored callas, CallaCo®. and other jeweled bracelets and French Country Pot and Tall medallions (on mirrored boxes Bamboo Vases, Teleflora. and mercury glass vases), Fitz Triple wall frame, color block pillar Design.

Silver lamp with flocked shade, brocade frames (one with jeweled ribbon), and jeweled white round cake plates, Midwest CBK. Silver metallic pillar candles, Candle Artisans. INTO THE WOODS, pages 50-53 Ornithogalum, white French tulips, celosia, and hydrangea, Sun Valley. Colored callas, CallaCo®. ‘Belonica’ pink-and-white double lilies and ‘Helios’ yellow-andorange garden roses, Green Valley. Willow vases and tray, Spindle vases and Plateau vases (both recycled glass), Syndicate Sales. Bamboo cubes, Teleflora. Bubble wire pendant lamps and distressed ivory frames, Midwest CBK. Recycled-glass Garcia Group® Glass Terrariums in the G3™ line and nest, Pete Garcia Company. Burlap table runner, SNK Enterprises. Driftwood rectangle basket (comes with liner), Artiflor. Gel cubes, Water Pearls, and midollino, Accent Décor.

PASSIONATE PASTELS, pages 54-57 Tulips, celosia, yellow iris, and hydrangea, Sun Valley. Colored callas, CallaCo®.


Meadowbrook tin planter with yellow bird design (includes PVC liner); cracked glass bud vases in blue, cranberry, clear, and green colors; hand-painted pottery planters; hand-painted ceramic ribbed planters; and white embossed tin planter, burton + BURTON. Faux manzanita, Pete Garcia Company. Fern accent lamps, bird cage, and fern throw pillows, Midwest CBK. Green glass cubes, Teleflora. Vintage Bottle Collection (now available in colors), Syndicate Sales. Jumbo Water Pearls in violet, Accent Décor.

SEASIDE SERENITY, pages 58-61 Delphinium, hydrangea, iris, and cotinus, Sun Valley. Lycopodium, Green Point. Akebia round gray-wash lantern, Artiflor. Purple clam shells, Accent Décor. Spiral Votive Holder (glass, wire and abaca), Coastal Color Driftwood Sphere, White Wash

Accent Lamps, Coastal Frames, Striped Nesting Storage Bin, White Wash Rectangle Nested Rattan basket (with magazines; set of two), and Natural Paper Journal, Midwest CBK. Blue glass cubes, Teleflora.

TRIBAL SPIRIT, pages 62-65 Colored callas, CallaCo®. Tulips, larkspur, lilies, and iris, Sun Valley. ‘Pink Mink’ proteas, Green Point. Gallery white contemporary vases, Allure quilted vase, Havana pots with gold rims, and Artsi vase in coral color, Accent Décor. Studded faux leather frames, Midwest CBK. Footed gold vases, DutZ glass vases, twiggy wreath (with sewnin liner) and bead garland, Artiflor. Pheasant feathers, Pete Garcia Company. Silver lantern, SNK Enterprises. Red square pillar candle, Candle Artisans.

advertising links For easy access to many of our advertisers’ websites, go to www.flowersandmagazine.com and click on the Advertisers link.

ACCENT DÉCOR .......................................................................27 800-385-5114 www.accentdecor.com AMERICAN INSTITUTE OF FLORAL DESIGNERS (AIFD) ................25 410-752-3318 www.aifd.org CHRYSAL .............................................................................9, 37 888-280-3509 www.arrivealiveproducts.com D. STEVENS LLC ........................................................................2 888-582-9915 www.dstevensllc.com DAVID AUSTIN ROSES ................................................................3 800-328-8893 www.davidaustinroses.com DESIGN MASTER COLOR TOOL ..................................................11 800-525-2644 www.dmcolor.com EGRAPEVINESTORE.COM ..........................................................35 800-364-2530 www.eGrapevineStore.com FITZ DESIGN, INC.....................................................................31 800-500-2120 www.creationsbyfitzdesign.com FLORIGENE FLOWERS ...............................................................21 954-438-9892 www.florigene.com GREEN POINT NURSERIES ..........................................................8 800-717-4456 www.greenpointnursery.com HOPE GLASS ...........................................................................69 888-618-5870 www.hopeglass.com JETRAM, INC. ..........................................................................69 800-551-2626 www.jetraminc.com KRISTEN & COMPANY BY T.R. MCTAGGART, INC. .......................39 800-433-0983 www.trmctaggart.com/candles.htm KURT S. ADLER, INC.................................................................23 800-243-9627 www.kurtadler.com NASHVILLE WRAPS, LLC.............................................................8 800-547-9727 www.nashvillewraps.com PETE GARCIA COMPANY .......................................................7, 17 800-241-3733 www.floramart.com PIONEER WHOLESALE CO. ........................................................19 888-234-5400 www.pioneerwholesaleco.com/flowersand.htm RELIANT RIBBON ......................................... INSIDE FRONT COVER 973-881-0404 www.reliantribbon.com ROYAL FLOWERS ........................................................................1 800-977-4483 www.royalflowersecuador.com SNK ENTERPRISES ...................................................................39 800-531-5375 www.snkenterprises.com SMITHERS-OASIS .......................................................................5 800-321-8286 www.oasisfloral.com SYNDICATE SALES ................................................... BACK COVER 800-428-0515 www.syndicatesales.com TEAMFLORAL ...........................................................................29 800-342-2251 www.teamfloral.com TELEFLORA .......................................................................10, 33 800-421-2815 www.myteleflora.com TEXAS STATE FLORISTS ASSOCIATION .......................................69 800-375-0361 www.tsfa.org VASE VALET .............................................................................67 316-747-2579 www.vasevalet.com WORLD FLORAL EXPO (HPP EXHIBITIONS) .....INSIDE BACK COVER 011-31-20-662-2482 www.worldfloralexpo.com

JANUARY 2013 67


what’s in store

MANY FACETED Made of clear, thick pressed glass with a weighted base and distinctive style, the vase that holds Teleflora’s Sparkling Beauty Bouquet—a nationally advertised special for Valentine’s Day—offers elegance and versatility at any time of year. Call 800-333-0205 or visit www.myteleflora.com.

HEAVEN NOSE From T.R. McTaggart, makers of Kristin & Company scented soy candles, comes a line of diffusers designed to fill the home with lingering scent. Each diffuser hold 5.4 ounces of concentrated fragrance oil and comes with ten natural wood reeds. The diffusers are available in all Kristin & Company scents. Call 800-433-0983 or visit www.trmctaggart.com/candles.htm.

68 www.flowersandmagazine.com

THE MAGIC CASTLE New for 2013 from wedding and baby-gift supplier Lillian Rose, this metal-framed card box will bring to life all the fairytale dreams of any queen and her knight. After the wedding, it can be filled with memorable keepsakes to be treasured for years to come. Call 800-521-8760 or visit www.lillianrose.com.

HI THERE! Staff name badges make customers feel welcome. With the Reusable Name Badge System from Imprint Plus, they can be made instantly on-site. The metallic finish gives a professional look at low cost; a magnetic fastener makes the badges easy to use—and to change with a new insert (as needed for temporary employees at holiday times) and reuse. Call 855-740-2667 or visit www.imprintplus.com.


JANUARY 2013 69


emporium BUSINESSES FOR SALE

ACCESSORIES

ARTESIAN DESIGNS light-weight plastic decorative Columns These affordable, portable custom height columns are great for special events such as wedding or banquets.

SCHOOLS

INDIANA FLORIST

FAMILY OWNED FOR 32 YEARS TWO WIRE SERVICES--SERVING 23,000+ POPULATION TWO FORTUNE 500 COMPANIES IN AREA $250,000+ GROSS SALES ASKING $75,000 BUSINESS ONLY E-MAIL: bouquet22@frontier.com IF INTERESTED

EMPLOYMENT !"! 

• • • •

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.

www.artesiandesigns.com

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      

 %     

 "!!"! "# ## $$$!"!

EQUIPMENT

Swan Bud Vase Hand Blown Glass Call Don Hauslik 800.537. 0273

2009 Bush Refrigeration 10 door flower vending machine Perfect working and looking condition Just serviced right before we stopped use Currently in dry air-conditioned storage Why buy a new one for $16,000; when you can buy this one for $7,500 OBO Ph: 386-253-7946 Mon-Saturday Email: ffdab@earthlink.net *Guaranteed works perfect*

FREE SAMPLES

The #1 Selling

Flower Stem Cleaning Machine

      

4800 Dahlia, Denver CO 80216 800-858-9854; 303-388-7377 Classroom or Home Study Courses Visit our website for more info

www.floralschools.com approved by Co. Dept. of Higher Ed.

South Florida School of Floral Design 1612 S. Dixie Hwy • Lake Worth, Florida 33460-5856

1-800-585-9491 www.floralinstruction.com E-mail: floridaconnect@live.com Licensed by the Commission for Independent Education, License #403

WEDDINGS John Toomey Co

DBC WHOLESALE                      NEW CLOSEOUTS ADDED WEEKLY

410-734-7800

70 www.flowersandmagazine.com

Established 1962

WHIZ STRIP 661-702-1977 www.whizstrip.com

(800) 421-0052

Wedding Aisle Runners Rentals & Sales UPS Shipments

White Cotton Runners


wholesaler connection

ATTENTION

The following leading wholesale florists are distributors of Flowers& magazine.

ARIZONA

KANSAS

PENNSYLVANIA

PHOENIX Conroy Wholesale Florist The Roy Houff Company

WICHITA Valley Floral Company

PITTSBURGH Keystone Ribbon & Floral Pittsburgh Cut Flower Company

CALIFORNIA

LOUISVILLE The Roy Houff Company

FRESNO Designer Flower Center INGLEWOOD American Magazines & Books OAKLAND Piazza International Floral SACRAMENTO Flora Fresh SAN BERNARDINO Inland Wholesale Flowers SAN DIEGO San Diego Florist Supplies SANTA ROSA Sequoia Floral International

KENTUCKY

LOUISIANA

SIOUX FALLS North American Wholesale Florist, Inc.

TENNESSEE

MASSACHUSETTS

TEXAS

BOSTON Jacobson Floral Supply

DALLAS American Agroproducts, Inc. HOUSTON Pikes Peak of Texas Southern Floral Company LUBBOCK Lubbock Wholesale Florist

WARREN Nordlie, Inc.

MINNESOTA

NASHVILLE The Roy Houff Company

PENSACOLA Hall’s Pensacola Wholesale Oscar G. Carlstedt Company

MINNEAPOLIS Koehler and Dramm ROSEVILLE North American Wholesale Florist, Inc.

GEORGIA

MISSOURI

OMEGA Hornbuckle Wholesale Florist

ST LOUIS LaSalle Wholesale Florist

NEW YORK

HAWAII

CAMPBELL HALL Henry C. Alders

NORFOLK The Roy Houff Company RICHMOND The Roy Houff Company

OHIO

WASHINGTON

FLORIDA

HONOLULU Flora-Dec Sales

ILLINOIS CHICAGO Bill Doran Company The Roy Houff Company NORMAL The Roy Houff Company PEORIA HEIGHTS Bill Doran Company WHEELING The Roy Houff Company

BEREA Pioneer Wholesale Company DAYTON Nordlie, Inc. NORTH CANTON Canton Wholesale Floral PARMA Cleveland Plant & Flower Company

WHOLESALERS:

SOUTH DAKOTA

BATON ROUGE Louisiana Wholesale Florists LAFAYETTE Louisiana Wholesale Florists

MICHIGAN

FLORAL

UTAH SALT LAKE CITY Ensign Wholesale Floral

VIRGINIA

TACOMA Washington Floral Service

Join the

Flowers& Wholesaler Program for extra profits every month! • Sell Flowers& in your store • Select any quantity— no minimum • Our buy-back policy makes it risk-free

CANADA BURNABY, BC Signature Floral Supply (division of Kirby Floral Inc.)

MALAYSIA SELANGOR Worldwide Floral Services

SINGAPORE Worldwide Floral Services

Call Elinor Cohen at 800-321-2665 Visit us online for a taste of Flowers& quality.

JANUARY 2013 71


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 January 9-16, Atlanta, GA Atlanta International Gift & Home Furnishings Market, Americasmart. Call 800-ATL-MART or visit www.americasmart.com.

January 16-22, Dallas, TX Holiday and Home Expo, Dallas Market Center. Call 800-DAL-MKTS or visit www.dallasmarketcenter.com.

January 17-22, Chicago, IL Chicago Market, Merchandise Mart Plaza. Call 312-527-7561 or visit www.shopchicagomarket.com.

January 25-28, Los Angeles, CA California Gift Show, Los Angeles Convention Center. Call 678-285-3976 or visit www.californiagiftshow.com.

January 26-30, New York, NY New York International Gift Fair, Javits Center - Piers 92 & 94. Call 800-272-SHOW or visit www.nyigf.com.

March 11-12, Washington, DC SAF Congressional Action Days, Capitol Hill. Call Laura Weaver at the Society of American Florists, 800-336-4743, or visit www.safnow.org.

June 19-25, Dallas, TX Holiday and Home Expo, Dallas Market Center. Call 800-DAL-MKTS or visit www.dallasmarketcenter.com.

August 17-21, New York, NY

March 3-4, West Monroe, LA

New York International Gift Fair, Javits Center - Piers 92 & 94. Call 800-272-SHOW or visit www.nyigf.com.

Northeast Louisiana Florist Association, program includes Everyday Designs (3/3) with Alex Jackson, West Monroe Convention Center. Call Christine Cosby at 318-368-9272.

September 18-21, Phoenix, AZ SAF Annual Convention, Sheraton Wild Horse Pass. Call Laura Weaver at the Society of American Florists, 800-336-4743, or visit www.safnow.org.

October 2-4, Bogota, Colombia

July 12-14, Mesquite, TX

Central Region

Texas State Florists’ Association, Annual Convention. Call Dianna Nordman at 512-834-0361 or visit www.tsfa.org.

March 1-3, Grand Rapids, MI Great Lakes Floral Expo, program includes Hands-On Workshop (3/2) and Wedding Designs (3/3) with Julie Poeltler, Amway Grand Hotel, DeVos Place. Call Rod Crittenden at the Michigan Floral Association at 517-575-0110 or visit www.greatlakesfloralexpo.com.

March 8-10, Springfield, IL Illinois State Florist Association, program includes Wedding Designs (3/10) with John Hosek, Crowne Plaza Hotel. Call Frankie Peltiere at 314-481-1501.

March 13, Garfield Heights, OH Ohio Buckeye Unit, Sympathy Designs with Bert Ford, Nordlie, Inc. Call Linda Boardman at 330-923-9747.

March 22-24, Green Bay, WI

July 10-17, Atlanta, GA Atlanta International Gift & Home Furnishings Market, Americasmart. Call 800-ATL-MART or visit www.americasmart.com.

Northeast Region

July 13-16, Columbus, OH

March 8-10, Groton, CT

OFA Short Course, Greater Columbus Convention Center. Call 614-487-1117 or visit www.ofa.org.

Northeast Floral Expo, Mystic Marriott Hotel. Call the Connecticut Florists Association at 800-352-6946 or visit www.northeastfloralexpo.com.

AIFD (American Institute of Floral Designers) National Symposium, Paris Hotel. Call 410-752-3318 or visit www.aifd.org.

July 17-20, Santa Barbara, CA California Association of Flower Growers and Shippers (Norcal), Fun ’N Sun Weekend, Fess Parker’s Double Tree Resort. Call 831-479-4912 or visit www.cafgs.org.

July 18-23, Chicago, IL Chicago Market, Merchandise Mart Plaza. Call 312-527-7561 or visit www.shopchicagomarket.com.

72 www.flowersandmagazine.com

Louisiana State Florists’ Association, “Weddings, Parties & Proms! Oh, My!,” Holiday Inn Lafayette. Call 318-255-2671 or visit www.lsfaonline.com.

Proflora, Corferias. Visit www.proflora.org.co.

Wisconsin/Upper Michigan Florist Association (WUMFA), Annual Convention, program includes Profitability and Selling Techniques (3/24) with Vonda LaFever, Radisson Hotel & Conference Center. Call Jenni Rodriguez at 414-755-6290 or visit www.wumfa.org.

June 28-July 2, Las Vegas, NV

June 1-2, Lafayette, LA

South Central Region February 22-24, Little Rock, AR Arkansas Florists Association, Flower and Garden Show, “Home Grown Goodness,” State House Convention Center. Call Bill Plummer at 501-208-2882 or visit www.arflorists.org.

Southeast Region January 18-20, Gainesville, FL Florida State Florist Association, Mid-Season Convention, Paramount Plaza Hotel. Call 866-900-FSFA or visit www.floridastatefloristsassociation.com.

March 8-10, St. Simons Island, GA Georgia State Florist Association, program includes Floral Trends (3/10) with Joyce MasonMonheim, Sea Palms Resort. Call Randy Wooten at 912-383-6223.

April 11, Carolina, Puerto Rico AIFD Southern Conference: Explore Beyond the Shore, Verdanza Hotel. Call 410-752-3318 or visit www.aifd.org.

Western Region July 17-20, Santa Barbara, CA California Association of Flower Growers and Shippers (Norcal), Fun ’N Sun Weekend, Fess Parker’s Double Tree Resort. Call 831-479-4912 or visit www.cafgs.org.

Coming next month: Get stylin’! with seasonal yet versatile designs for spring and Easter in the February issue of

Flowers&


Profile for Teleflora

Flowers& - January 2013  

Flowers& - January 2013  

Profile for teleflora