Flowers& - January 2015

Page 1

Flowers& JANUARY 2015 $5.50

A guide to color & design directions in the coming year Pg 43 “Buy local” and “American grown”: What do they mean for florists? Pg 17


contents JANUARY 2015

features 17

Closer to Home How do the “buy local” and “buy American” movements play out for retail florists?


31st Annual Flowers& Design Contest Announcing this year’s theme: A Worldwide Wedding


Beyond Décor

pg 61

Concepts in floral art for interiors. Floral design by Tomas de Bruyne Photography by Claude Smekens


Style Directions 2015 Looks and palettes to inspire creative merchandising and design. Floral design by Rich Salvaggio AIFD, AAF, PFCI Photography by Ron Derhacopian

2 JANUARY 2015

ON THE COVER Vivid, jewellike colors combine with muted metallics in the trend scheme we call Caravan—a global journey with universal appeal. Here, orchids and gilded foliage spill from a pedestal vase, mounded with dahlias, Cumbia roses, callas, gerberas, and more. For more design trends, see pages 43-63 of this issue.


departments 8

Focus on Design Tulips Standing Tall By Rich Salvaggio AIFD, AAF, PFCI


pg 14

Flower Tales Tulip Facts, Lore and Legends By Tom Bowling AIFD, PFCI


Design Tech Securing a Bow to a Pick By Cindy Tole


Where to Buy


Advertiser Links


What’s in Store


Industry Events


Wholesaler Connection

Flowers& Volume 36, 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 © 2015 by Teleflora. Printed in U.S.A.

4 JANUARY 2015

pg 9

Flowers& Publisher Editor Art Director

Rich Salvaggio AIFD, AAF, PFCI Bruce Wright Tony Fox

National Advertising Director

Peter Lymbertos

U.S. Subscriptions


Foreign Subscriptions




On the Internet

ADVISORY BOARD Teleflora Education Specialists Susan Ayala


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

Fairfield, Ohio, Tim Farrell AIFD, PFCI,


John Hosek

Kansas City, Mo., Hitomi


Fla., Joyce Mason-Monheim

Iowa, Jerome Raska

Tom Simmons


Dallas, Texas,

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

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

Essexville, Mich., Julie Poeltler



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


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

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







Tucson, Ariz., Darla Pawlak


Fountain of Flowers & Gifts, Lone Tree,


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

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

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

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

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

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


JWH Design

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

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


focus on design


Floral design by Rich Salvaggio AIFD, AAF, PFCI

Photography by Ron Derhacopian

Get the town talking, with tulips attached to their bulbs. Contemporary in style, this simple design will spark conversation wherever it goes.




1. Tulips with their bulbs attached are available as a special-order item from Sun Valley Floral Farms and other suppliers. Begin by connecting the tulip bulbs with wooden picks, in groups of three or four. Push the bulbs all the way together to bury the picks. Check that your connected rows of bulbs fit nicely in the container you have chosen. 2. Place black stones in the bottom of the container so that they create a “U” shaped curve to hold the tulip bulbs. Lower the bulbs into the stones and add more stones to hold the bulbs upright. 3. Next, wrap decorative wire around each of two acrylic rods. Here we used a combination of metallic and bullion wire for added texture. 4. Holding the rods just below the tulip heads, gently wire them together. The tulip foliage holds them up, while the two rods hold the stems upright in a row. Add just enough water to reach the bottom of the tulips bulbs, remembering that they need very little water to flourish. b


See this



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

Click Here


JANUARY 2015 9

1 AUGUST 2009

AUGUST 2009 2

f lower tales

Stories and fun facts to share with customers about their favorite flowers


What can you tell customers about

tulips to pique their interest in this storied and romantic flower? With this issue we launch a series where we’ll share lore, legends, and fascinating facts about some of the most popular flowers, along with a monobotanical design for each (on the next page!). • A thousand years ago, long before tulips became associated with Holland and the Dutch, they were cultivated and prized in what is now modern-day Turkey. The word tulip comes from the Turkish word for “turban,” which the flower was thought to resemble. • A Turkish legend tells of a love-struck prince who, when he learned of his ladylove’s death, killed himself by riding his horse over the edge of a cliff. Where his blood soaked into the earth, red tulips sprang up—and still today, red tulips are thought to symbolize perfect devotion in love. • Tulips made a different kind of splash when they were introduced to Europe in 1554. Tulip bulbs and seeds were

JANUARY 2015 13

flower tales tulips


Floral design by Tom Bowling AIFD, PFCI

Photography by Ron Derhacopian

sent from Turkey to Vienna—from the court

Speculation in tulip bulbs led to astronomi-

with groupings that all point in the same

of the sultan to the Holy Roman Empire.

cally high prices—a market that suddenly

direction. They are wrapped with aluminum

Europeans of the time had never seen a

collapsed in 1637, ruining some tulip-

wire in blue and tangerine to complement

flower with such intensely saturated color.

bulb investors. A dramatic account of tulip

three tulip varieties: World’s Favorite, with

Wealthy collectors soon began to vie for

mania, put forward in a popular book of

persimmon petals that are feathered on the

possession of bulbs that would produce

1841 called The Madness of Crowds, has

outside with gold, Kees Nelis, with even

the most flamboyantly beautiful flowers.

since been disputed by economists—but it

more gold at the margins of the petals, and

Especially coveted were varieties with vivid

makes a good story, and good stories, as

Princess Irene, orange with a faint purple

streaks and stripes, caused by a virus in-

we know, are irresistible!

stripe. Flat wire in blue winds inside and

fecting the bulb. Similar varieties available

With their smooth, somewhat soft,

outside the bowl. Tom placed pittosporum

today are virus-free; the colorful streaks are

often curving stems, tulips look great when

branches first, then the bundles, plus

the result of breeders’ ingenuity.

you insert them into a bouquet in bundles

looped aspidistra leaves and bundled

• The famous “tulip mania” in the Nether-

of three or four, as Tom has done here.

blades of lily grass, massaged to get just

lands of the 1630s is regarded by many

The bundles make the design quick and

the right curve—all harmonizing nicely

as the world’s first economic bubble.

easy to assemble and also create pattern,

with the natural tulip foliage. b


Do your customers ask where their flowers were grown? Retailers all around the country report increasing interest in the “buy local” movement, especially among younger customers. The movement has gained momentum in cut flowers by riding on the coattails of the “farm-to-fork” or “farm-to-table” movement in food. Plenty of restaurants nationwide are now promoting their meat and produce as locally supplied. So are some grocery stores—or at the very least, giving customers information and choices about where food products come from. In food, the movement is

driven by perceptions about quality, freshness and sustainability—concerns that can easily transfer to fresh flowers. It’s linked in many ways to the rise of farmers’ markets, where locally grown flowers are typically sold alongside organic carrots, corn and kale. For some, the “buy local” movement is also about getting people to support their own local economies by patronizing lo-

cal businesses—including local florists—versus national chains and internet-based suppliers. AMERICAN GROWN This summer, a coalition of United States flower farmers launched a campaign to create brand awareness around a new label, “Certified American Grown.” The intention, promoters say, is to make flower buyers aware that American-grown flowers should

How do the “buy local” and “buy American” movements play out for retail florists?

be associated with quality, freshness, consistency and sustainability. Already more than 30 flower growers have received certification—which means they have undergone a supply-chain audit process by an independent, third-party agency that allows them to use the Certified American Grown logo. They include some of the best-known brand names in the business—trusted and well-respected fresh-flower suppliers like Alaska Perfect Peony, Dramm & Echter, Green Valley Floral, Roseville Farms, and The Sun Valley Group. Of course, “buying local” and

CLOSER TO HOME Te x t a n d p h o t o g r a p h y b y B r u c e W r i g h t

JANUARY 2015 17

CLOSER TO HOME buying American-grown flowers are not quite the same thing. For a flower buyer in New York City, flowers that were shipped from Colombia have actually traveled a shorter distance than flowers that came from California, where about three-quarters of all Americangrown flowers are produced. Of the growers who have been certified so far, nearly half hail from California—but the list also includes growers in Alaska, Florida, New Jersey, Oregon, Pennsylvania, Texas, Virginia, and Washington. At press time, others were on their way to being certified. The campaign is supported by the Association of Specialty Cut Flower Growers, which represents more than 700 widely distributed growers in every region of the United States, plus some in Canada. So, buyers who wish to purchase at least some of their flowers from a truly local source have many options. But is buying local truly a practical option for retail florists? What are the pros and cons? SLOWING DOWN IN SEATTLE A good place to look for answers to those questions is Seattle, which could be described as the epicenter of the “farm-to-centerpiece” movement. (That movement is sometimes also called “slow flowers,” after the “slow food” movement—as opposed to “fast food”—underway since 1986. Slow Flowers is also the title of a 2013 book by Debra Prinzing, a garden writer and champion of the movement who just happens to live in the Seattle area.) True, California farms produce most of the flowers grown in the U.S. But only Seattle has a wholesale market devoted exclusively to cut-flower materials sourced from local farms. The Seattle Wholesale Growers Market was founded just five years ago, in 2011, as a farmer-owned cooperative. Today it sells cut flowers, greens and ornamentals from 15 flower farms. Nine are in Washington, five in Oregon and one (a peony grower) in Alaska. Just recently, the market has begun to supplement its offerings during the winter with cut flowers from California. Don’t imagine it as something like a farmers’ market, with products geared to consumers. Housed in an old brewery in an industrial part of town, the Seattle Wholesale Growers 18

Grower Janet Foss, of J. Foss Garden Flowers in Chehalis, Washington, arrives two days a week at Northwest Wholesale in Seattle to sell locally grown flowers from within her own niche at the wholesale house. Those on display last April included sturdy foxglove, vibrant clematis, and Janet’s trademark callas, up to six feet tall. “They were my grandmother’s,” Janet tells, propagated from one generation to the next. “We cut them a bit more open”—easier to do when flowers don’t have to be shipped long-distance.

Buyers at Washington Floral Service in Tacoma source from local growers when they can—including, in the springtime, viburnum, white lilac, and all of the flowers and foliage in the bouquet seen on the previous page. They note, however, that they would not be able to rely on local growers alone to supply the quantities they need to satisfy their customers.

CLOSER TO HOME Market is a resource for a certain segment of professional buyers, with a product selection and presentation geared to the trade. No wide-open flowers here, such as you often see at farmers’ markets, harvested for eye appeal rather than for maximum vase life. What you will find are eye-catching seasonal flowers, available in limited quantities and often for a short time only, extraordinarily fresh and intriguingly different. The market is open five days a week, and admits the general public only from ten to two on Fridays. The rest of the time, customers must be in possession of a buyer’s card, available to local florists and other retailers, and to qualified professionals such as photographers, restaurant buyers, and interior designers (those without a Washington State reseller’s permit must pay sales tax). WHO BUYS LOCAL? Who shops at the market? “We do have customers who want to

buy 100 percent local, but not a ton of them,” says Diane Szukovathy, president of the market and co-owner of Jello Mold Farm in Mount Vernon, Washington. “I would say the bulk of them are ‘omnivores.’ They’re creative people who like to work with special, seasonal flowers, but who also buy bread-and-butter at the traditional wholesaler.” Indeed, in the Seattle area, traditional wholesale florists also supply locally grown cut flowers, labeled as such. “More and more

Flowering branches were in season last April at the Seattle Wholesale Growers Market, a farmer-owned co-operative. The crops on offer there included distinctive items like the blooming branches of a thornless, fruitless blackberry (top left). Its white flowers may eventually drop their petals, but will leave behind the pretty yellow center. “It gets very tall and lasts for ten days!” says Diane Szukovathy of Jello Mold Farm in Mount Vernon, Washington, who is also president of the market. Other branches at the Seattle growers’ market in late April included dogwood and cherry branches.

JANUARY 2015 21

CLOSER TO HOME people are starting to ask for that,” says Diane Lagerstedt of Washington Floral in nearby Tacoma—partly because the Seattle Wholesale Growers Market has raised awareness and stimulated demand. At Northwest Wholesale, not far from the growers’ market in Seattle’s Georgetown neighborhood, Janet Foss arrives two days a week to sell flowers grown on her four-acre farm, J.Foss Garden Flowers in Chehalis, Washington. The arrangement works well both for Janet and for Northwest Wholesale because it brings in customers who want some of Janet’s specialty flowers to spice up the mix—but who also buy staple flowers, including imports, from Northwest. DIVINELY DIFFERENT Talk to these experts, and it becomes clear that buying local can widen your supply possibilities in exciting ways. It also means adapting your habits, your marketing, and your design sensibility. Local growers typically are passionate


Also on display at the Seattle Wholesale Growers Market, just before Mother’s Day last spring, were an abundance of bulb flowers, including tulips, narcissus blooms and robust lily of the valley. The fringed and lily-flowering tulips are grown by Vivian Larson of Everyday Flowers in Stanwood, Washington; these tulips fetch a higher price for their freshness, quality, and distinctive style. “Vivian is super tuned into color,” says market president Diane Szukovathy. “Maybe women farmers understand feminine sensibilities a little bit better! Which is part of what drives the floral industry.”

and adventurous. They’re able to bring highquality crops to market that you won’t find elsewhere—crops bred and grown for use as cuts, but with the earthy allure of garden or field flowers. When flowers don’t have to undergo the rigors of long-distance shipping, the range of options opens up. “Some flowers should only be locally grown,” believes Janet. “If a florist buys something shipped in a box and it doesn’t last, they might give up on it, without realizing it can perform really well if they buy it locally. My customers are always amazed at how long Queen Anne’s lace can last.” On the other hand, on a given day Janet may have just one bunch of a particular flower—and when it’s gone, it’s gone. The high quality of her crops is related to the smallscale farming she does. Scarcity can make a special flower seem even more special—but it doesn’t work well if you need to know in advance that you can get 60 bunches of tulips for a wedding, all the same color and all in the same stage of development. In Washington, locally grown flowers are also highly seasonal. Some varieties come and go within a couple of weeks. For a visual

feast, and a look at what’s available from the Seattle Wholesale Growers Market, go to the market website (listed at the end of this story), then click on the Availability tab and visit the market’s Flickr page. If you’re reading this article in January, however, you might want to go back in April or May, when the market’s local growers really get going. In winter, the local supply is relatively meager and is supplemented with certified sustainable flowers from California—which becomes the new “local.” FUEL FOR PASSION Currently, about 64% of fresh flowers sold in the United States are imported from other countries (with the percentage calculated by dollar value). For everyday staples, most florists rely heavily on imports as well as on domestic flowers that might be grown hundreds of miles away. Adding more locally sourced flowers into the mix, however, can be a great way to make your shop offerings stand out from the crowd. An even more important strategy is to be informed yourself about where your flowers come from, and to be able to give your customers informed choices.

For most customers, and for most florists, quality and value are the most important criteria. Locally grown flowers may be a little more expensive; they may also be of higher quality—especially if the definition of “quality” includes seasonal variety and, perhaps, the ability to say to your customer, “These dahlias were grown by Farmer Brown over in the next county. I’ve met her, and she’s just as passionate about flowers as I am!” “There’s a place for everybody in the chain,” says Diane Szukovathy of the Seattle growers’ market, “but I do think we add another dimension to the industry. For me it’s not about telling people, ‘You should be buying local’; it’s all about feeding creativity and the passion for flowers and plants. We think that passion is fed in our market.” b

Resources for local & domestic flowers (Association of Specialty Cut Flower Growers)

JANUARY 2015 23


TOP PRIZE $1,000

ho To co w to ямБnd the ntes ente out pa t, tu r the ge rn !




WHO CAN ENTER: Flowers& Magazine subscribers If you are not a subscriber simply visit and click on the “subscribe” link. Subscriptions start as low as $19.95 a year. STEP 1 DESIGN A WEDDING BOUQUET WITH THE THEME A WORLDWIDE WEDDING (see specifics in the BLUE box at right). STEP 2 PHOTOGRAPH THE COMPLETED DESIGN FOLLOWING THESE GUIDELINES: • We recommend that you photograph your bouquet against a neutral background. Judges want to see the bouquet and will take points away if the background or environment interferes. • So that we can see the bouquet closer up in the photo, it should be no longer than three feet in any direction. Make sure the entire bouquet is visible within the frame of the photo. • Please note that digital photos must be taken at a high resolution, with high camera settings for “quality” and “size.” Questions? Email us at STEP 3 SEND US THE PHOTO OF YOUR DESIGN ALONG WITH YOUR NAME, PHONE NUMBER AND THE EMAIL ADDRESS ASSOCIATED WITH YOUR SUBSCRIPTION* VIA TRADITIONAL MAIL OR EMAIL. • Send only one photo. Only one submission per contestant is allowed. • TRADITIONAL MAIL Send a high-quality photographic print at least 5x7 inches (unmounted) OR a CD with a high-quality digital photo and printout to: Flowers& Design Contest, 11444 W. Olympic Blvd., Los Angeles, CA 90064. Include your name, your phone number, and the email address associated with your subscription*. All prints and CDs become property of Flowers& and will not be returned. • EMAIL Send your entry photo as a hi-res digital photo file. Name your digital photo file with your name, spelled out in a way that allows us to match the photo file with your name as submitted with the entry. Simply rename the photo file, keeping the file format extension (example:YourName.jpg). TWO WAYS TO EMAIL YOUR ENTRY

1. If the digital photo file is less than 5 MB (5,000 KB), you can simply attach the photo to an email. Send the email FROM the email address associated with your Flowers& magazine subscription* to, with the subject line, “design contest entry.” Include your name and phone number in the body of the email. 2. If the digital photo file is bigger than 5 MB, send the photo using our FILE SHARING link DROPITTOME: Type into your browser window and use this password: flowersand. Click on CHOOSE FILE, locate and click on the image file you have on your computer, and click UPLOAD. Then send a separate email to, again FROM the email address associated with your Flowers& magazine subscription*, with the subject line, “design contest entry above 5 MB” AND include your name and phone number in the body of the email. *If you are a print subscriber and you have never sent us your email address, send an email to: Receipt of your entry will be confirmed via email. Questions? Please see the design contest link on our website,, email us at, or call us at 310-966-3590. Deadline: Entries must be postmarked or received by Tuesday, March 31, 2015.

CASH PRIZES 1st place: $1,000 2nd place: $500 3rd place: $250 THEME: A WORLDWIDE WEDDING Like everything else, weddings today are a global affair. (Celebrity case in point: the marriage of a certain American movie star to a Lebanese-born British lawyer—in Italy!) That means inspiration for wedding design can come from just about anywhere, riffing on local traditions or blending cross-currents in a truly international style. What’s your inspiration for an international bridal bouquet? • The design must feature fresh flowers primarily. The cost that you as a retail professional would pay for all materials in the design should be less than U.S. $50. Please keep a list of the materials used in your design; we will ask for the list in the event your entry is selected as a finalist. JUDGING Winners are 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. Print subscribers to Flowers& will receive postage-paid ballot cards with the August issue; voting online will also be enabled for members of the wider Flowers& community. The winners are announced in the November issue of Flowers&.

This page is available to download or print as a PDF. Visit and click on the “design contest” link at the top of the page. 26

design tech


Basic design techniques from Cindy Tole

Photography by Ron Derhacopian

how to secure a ribbon bow to a wooden pick You probably do this every day: attach a wired ribbon bow to a wooden pick before adding it to a plant or to an arrangement in floral foam. It seems simple, but if you don’t do it right, the bow can look messy, fall forward, or come off the pick altogether. Here is a technique that makes the picked bow really secure. 1. After making the bow, you have two prongs of wire coming out from it. Many designers just wrap both wires at once around a pick—but that can easily slip off. Instead, wrap first one of the wire ends, then the other; the result is far more secure. Also, rather than starting at the top, the easy way to do the wrap is to hold the wire against a point lower down on the pick and twirl the pick up to the bow. 2. When you have done this with one wire, wrap the other wire around the pick separately. Wind it down… 3. …and then back up the pick for added security. b





30 00


Concepts in floral art for interiors.

LINES AND CIRCLES To create the wall art at left, Tomas wove willow branches, dried grasses, and silver wire into an existing framework of metal basketry before adding the muscari, still attached to their bulbs. Likewise, the wood sculpture above inspired him to add flowers in water tubes to it, playing with the contrast between static and organic lines. “Creativity is not only to invent new things, but also to see a new potential in existing objects,” says Tomas.

Floral design by Tomas de Bruyne

Photography by Claude Smekens

For more information about Tomas de Bruyne, see page 41. JANUARY 2015 31



THE MAGIC BOX Presented with a set of copper-framed display boxes with glass panes, Tomas saw the opportunity to create a compelling illusion: long branches appear to pass invisibly from inside one box to the next, cutting a diagonal line through a woodsy world of ferns and phalaenopsis orchids, like fallen trees on the forest floor.

JANUARY 2015 33


GLORIOUS Above, a bright, energetic medley of flowers, vines, and branches bursts from a teal-blue vase. At right, Tomas stacked birch rounds on top of a vase that he had covered with strips of veneer, to give it a harmonizing texture. Both designs feature a reddish-orange gloriosa that is a new variety named after Tomas de Bruyne himself. With firm, finely fringed petals and pale green leaves, the gloriosa spills from the wooden structure with the ends of the flexible stems hidden in water tubes.

00 34

BEYOND DÉCOR RIDING THE WAVE At right, a bright circle of roses echoes the shape of a wooden wall sculpture, while the sculpture itself is much like a garden rose, carved with a swirling pattern reminiscent of the interior petals on the roses Tomas has chosen for his circle. These include classic “quartered” garden roses and red garden roses with a green “eye” of thicker, leaf-like petals. Repetition of form, with contrasting yet harmonizing colors, is the key to this striking design.


FERTILE CRESCENT Above, rounds of bamboo, painted white and dangling from nearly invisible monofilament, lend a lightness and grace to this long-lasting work of floral art. Likewise, the boat-shaped structure of green branches seems to float, a picture of perfect balance, perched on slender twin stems emerging from a sturdy base. Filling the boat is a mass of blooming white azaleas (Rhododendron

simmsii ‘Mont Blanc’). The many greenish-white buds on the living plants will open over time. For now, bamboo rounds join the open blooms in a pattern of froth overlaid with geometry, white against the small glossy ovals of the leaves.


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


TWIN FLAMES Above, Tomas found a beautiful way to emphasize the long, smooth stems of French tulips: he fashioned twin structures out of fresh, flexible willow, each flowing upward from an iron base, and placed the tulips inside glass cylinders hidden inside the willow sculptures. The effect is an ideal complement to the artwork behind them.


BEYOND DÉCOR ON THE VINE Have you ever seen rambling or climbing roses dripping down a fence on long, vine-like stems? Such was the inspiration Tomas took for the design at left—a spare, strippeddown version of flowering vines to suit the subdued, streamlined modernity of the room, with its stark yet beautiful gray shelves. He created the “vines” using thick metal wire wound about with thinner wire for a minutely spiraling pattern and texture. For the flowers, he picked

Begonia elatior flowers from plants and wired them directly onto the metal vines. “These are very longlasting flowers, even without a water source,” says Tomas. The beautiful sea-green ceramic pots could be seen as standing in for foliage; their color value and the texture of the basrelief are well matched to the creamy peach of the begonia flowers. NATURAL ELEGANCE At right, opentopped terrariums hold nothing more than twigs and spray orchids in water tubes. One of these would be stunning by itself, but a collection of five, in two different sizes, has stunning impact. b

Tomas de Bruyne

principal instructor for the European Master

chase on the Life3 website, along with other

Widely published and internationally

Certification program, a comprehensive

books, including Passionate Emotions—the

renowned, Belgian floral designer Tomas

curriculum offered by Tomas in partnership

perfect inspiration for Valentine’s Day!

de Bruyne is the author of more than 15

with Hitomi Gilliam AIFD.

For more on Tomas, Life3, and the EMC program, visit these websites:

books, on his own and in collaboration

Some of the photos seen here are also

with Per Benjamin of Sweden and Max

included in the book, Interior Emotions by

van de Sluis of the Netherlands, his

Life3, published in 2014 by the Belgian

partners in the design team Life3. He is the

firm Stichting Kunstboek, available for pur- JANUARY 2015 41



Four stylistic directions predicted to be popular in the coming year, along with a sampling of floral products that can help you create your own version of these trendy looks. W

For a key to products featured on these pages, see “Where to Buy,� page 64.

JANUARY 2015 43


Clever and craft-y, pastoral and feminine, the DIY sensibility promoted for the past 30 years by Martha Stewart and her many imitators keeps evolving. In the age of Etsy and Pinterest, it’s stronger and more sophisticated than ever. The rustic colors and textures favored by so many brides spill over into home dÊcor; a soft, bleached palette is accented with deeper hues. Linen, muslin, rope and yarn harmonize with the burlap and buttons of recent seasons. Garden flowers like dahlias, scabiosa, hydrangea, and garden roses find a natural home in this look, as do herbs like rosemary—as in the grouping at right, which includes, front and center, the white David Austin garden rose variety, Patience. The tied and textured vases are in the Linen Jacket collection from Syndicate Sales.

2 AUGUST 2010


AUGUST 2010 JANUARY 2015 45 3

homespun As the name implies, woven fabrics with a vintage feel—linen, muslin, lace and burlap—are just right for this look; wide ribbon makes a charming and easy accessory. Look for ceramic pots and pitchers with a hand-thrown look, along with simple glass containers from apothecary bottles and terrariums to colored glass in classic shapes. White Mist foliage blends beautifully with the muted pastels that dominate the palette, and with cottage flowers like tulips and Queen Anne’s lace.

AUGUST 2010 464


AUGUST 2010 5


Modern media and the global marketplace have made gypsies of us all—virtual, if not actual, world travelers. The result is an eclectic mix of bold, ethnicinspired colors and patterns, unified with the universal currency: precious metals, made still more precious with the patina of age and use. Champagne and rose gold mingle with antique silver and mercury glass; artisanal crafts range from the traditional to the contemporary. On the opposite page, jewel tones spill in a rich medley from the brushed-gold Dorado Bowl. They are accented with ruscus and ming fern glinting with a finish that harmonizes the flowers with the shapely container.

6 AUGUST 2010 48


AUGUST 2010 JANUARY 2015 492


Warm, advancing colors combine naturally with metallics in Caravan’s earthy palette; subdued naturals are introduced with decorative accessories in the style of traditional handicrafts. Design Master’s Gold Leaf metallic paint (above) and trendy new Rose Gold (seen on page 52) make it easy to add gleaming accents into any design. Dyed banksia flowers come in just the right hues, as does floral sand. At right, World’s Favorite tulips, bright red celosia and lemoncolored callas fill a patterned, amber art-glass vase.



AUGUST 2010 JANUARY 2015 519


Creative Coils in gold and copper (as seen above, and also on the previous page, belting the vase and wrapped around the foam inside) hit just the right note for Caravan—as does textured metallic Snakeskin Wire. Red and gold, ochre and burnt orange all blend beautifully around a unifying shade of leafy green. At right, a glass cylinder in champagne gold underscores the warm tones of Freedom and Cumbia roses, dahlias and gerberas, along with a bright burst of dried, dyed margarita flowers.



JANUARY 2015 53


Threatened by global warming, the world’s rainforests take on even more potent symbolic value, along with their endangered inhabitants. Deep greens and rich, textured browns make up the foundation of this palette, a foil for gem-like natural hues. Bark and twigs, moss, lichens and vines provide a sustaining habitat for forest dwellers from orchids to butterflies. Foliage—like the scented geranium leaves that shelter and wave, at right—can play a special role in floral designs that celebrate this sensibility, as can the multitude of floral materials available today in light, fresh green, including hydrangea and ornamental kale. The rich purple of Florigene carnations makes a striking complement, and the ensemble is well supported by the mottled colors of a bowl in hand-glazed stoneware.

12 AUGUST 2010 54


AUGUST2015 2010 55 13 JANUARY

revitalize Succulents can play a role in any of today’s trends, but they’re especially well-suited to Revitalize—whether real or permanent. Corrugated zinc brings an outdoorsy feel; sustainable bamboo fits right in. Other “green” and styleappropriate accessories include finely branching teaplant, Verona paper (with its organic colors and natural fibers), and a glowing butterfly lamp in the hand-crafted Tiffany tradition. At right, the woodland look of lady’s-slipper orchids is right at home inside a garden cloche resting in a zinc tray.



AUGUST2015 2010 57 15 JANUARY

revitalize The rough natural texture of wood and bark is perfect for Revitalize; it’s nice to know it is available in a range of color values, including birch and blond woods, tried and true Rustic Wire (in green as well as brown), or dried lotus pods in a bright green that resembles fresh. Variegated leaves—whether real, as in the design at right, or faux, as in the Ti Leaf Ribbon below—also add harmonizing lightness to designs. Looking for a novel, fashion-forward accent to bring the outdoors in? Consider feathers or aluminum critters.



JANUARY 2015 59

inner space

Contemporary truthseekers look to both science and spirituality for answers—and draw inspiration from images of worlds as yet unknown. A palette of blues and purples is balanced with lunar white and energized with red flares from neighboring planets, far-off galaxies, or glinting beds of deep-sea coral. Brushed silver and zinc suggest the vessels that carry us on our long journey. At right, tessellated vanda orchids and purple larkspur join with silvered curly willow and ruscus in a spiral that yearns upward from a silver hobnail glass bubble bowl. On the next two pages, where similar colors and textures recombine, they are seen adjacent to objects made of polished wood, bringing in a contrasting yet compatible accent reminiscent of Zen gardens.

18 2010 60 AUGUST


AUGUST2015 2010 61 19 JANUARY

inner space How better to evoke enlightenment than with light itself? Artfully placed LED lights make the most of translucent and reflective accessories like colored glass and Deco Beads, silvertone zinc trays, or the wire mesh that adds stylistic interest to the design below. To enlarge the visual vocabulary of Inner Space, bring in distinctive elements that feel both organic and abstract— like the pods, wood and ceramic vessels, tillandsia, and faux coral pictured here, or the elegant, appropriately named Galaxy Pins.



where to buy

continued on page 70

Burlap Lace wide ribbon, Reliant. For more information on Mum bushes dropped into white merchandise featured in Flowers&, ceramic pots, Sullivans. contact the supplier directly. Direct pg 53 links to most suppliers can be found on the Flowers& website, Use the links under “Advertisers in This Issue” or the link to our searchable, online Buyers’ Guide at the top of the Flowers& home page.

FOCUS ON DESIGN, pages 8-9 Tulips still attached to their bulbs, Sun Valley Floral Farms. Footed glass Monroe Vase, Syndicate Sales.

FLOWER TALES, pages 13-14 Tulips, Sun Valley Floral Farms. Moderne Vase and Deco Rocks, Accent Décor.

DESIGN TECH, page 28 Garlands of Grace urn, Teleflora.

TRENDS 2015,

pages 43-63

pg 47

HOMESPUN, pages 44-47 Romantic Antike roses, Alexandra Farms. Bells of Ireland, callas, hydrangea, and tulips, Sun Valley. White Mist ming fern and salal, Wm. F. Puckett. Succulents, Dramm & Echter. Linen Jacket Collection and Apothecary bottles, Syndicate Sales. Glaze of Glory pitcher and Couture Vase in violet, Teleflora. Linen/Cotton Blend Ribbon (with leaf and bird print), Harvest Import. Raw Muslin and Pastel Wraps, Smithers-Oasis. Chicken Wire Planter with buttoned burlap liner, SNK Enterprises. 8-inch bubble bowl and lid in G3 100% recycled glass, Garcia Group Glass. Pearlized Glass in lavender and Hobnail Jars, Accent Décor.


CARAVAN, pages 48-53 Dahlias and succulents, Dramm & Echter. Tulips, hypericum, and celosia, Sun Valley. Freedom and orange-gold Cumbia roses, Royal Flowers. Gilded foliages, Wm. F. Puckett. Dyed dried banksia and orange margarita flowers, Knud Nielsen. Dorado Bowl, Isadora Lantern, tall gold Loni vases, ceramic Monarch Pot with decorative bas-relief and antique finish in orange, and Crushed Glass in gold, Accent Décor. Floral Sand (both coarse and fine) in citrus lime, marigold, yellow, cranberry and magenta, Sandtastik. Gold Leaf and Rose Gold paint (applied to succulent rosettes), Design Master. Amber art-glass vase, Diamond Star. Creative Coils in gold and copper and glass cylinder in Champagne color, Syndicate Sales. Snakeskin Wire in red and gold, Smithers-Oasis. Wool and jute rug with green border and metallic leather pillows in antique gold and silver, red and brown, Jamali.

REVITALIZED, pages 54-59 Ornamental kale, hydrangea, and lilies, Sun Valley. Succulents, Dramm & Echter. Paphiopedilum orchids, Green Point. Tuscan Autumn Bowl, Tall Bamboo Vase and Grand Sunshine multiglazed ceramic cachepot, Teleflora. Zinc Canister, Bleached Teaplant with Wooden Base, ceramic Newport Bowl, Verona Paper in green, red, plum, and silver, Renoir cloche and Sydney tray, Birch Strips, polished wood Nature Vase with natural handle, and Aluminum Spider, Accent Décor.

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

Moonlight Feather. Call 800-468-6048 or visit

Acolyte. Call 888-ACOLYTE (2265983) or visit

Pioneer Imports & Wholesale. Call 888-234-5400 or visit

Alexandra Farms. Call 305-528-3657 or visit

Reliant Ribbon. Call 800-886-2697 or visit

Design Master Color Tool. Call 800-525-2644 or visit

Royal Flowers. Call 800-977-4483 or visit

Diamond Star. Call 888-866-8368 or visit

Sandtastik Products Inc. Call 800-845-3845 or visit

Dramm & Echter. Call 800-854-7021 or visit

Smithers-Oasis. Call 800-321-8286 or visit

Fitz Design. Call 800-500-2120 or visit

SNK Enterprises. Call 800-531-5375 or visit

Garcia Group Glass. Call 800-241-3733 or visit

Sullivans, Inc. Call 800-456-4568 or visit

Green Point Nurseries. Call 800-717-4456 or visit

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

Harvest Import. Call 949-833-7738 or visit

Syndicate Sales. Call 800-428-0515 or visit

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

Teleflora. Call 800-333-0205 or visit

JRM Chemical. Call 800-962-4010 or visit Knud Nielsen. Call 800-633-1682 or visit Milton Adler Company. Call 800-651-0113 or visit

UCI (Unlimited Containers, Inc.). Call 888-880-8998 or visit Wm. F. Puckett. Call 800-426-3376 or visit

advertiser links Butterfly Wings Accent Lamp, Fitz Design. Aeonium succulent pick, Pioneer Imports. Feathers, Moonlight Feather. Rustic Wire in brown and green, Smithers-Oasis. Birch-bark cylinder vase, Jamali. Variegated Ti Leaf Floral Ribbon, Harvest Import. Green lotus pods, Knud Nielsen. Square planter in Terrace Collection, Syndicate Sales.

To access our advertisers’ websites, go to and click on “Advertisers in This Issue.” ACCENT DÉCOR, INC. 800-385-5114




D&D INTERNATIONAL 844-471-3526 DAVID AUSTIN ROSES 800-328-8893

INNER SPACE, pages 60-63 Blue hydrangea, Sun Valley. Frosted (silvered) ruscus and curly willow, Wm. F. Puckett. Silver hobnail glass bubble bowl, UCI. Ruby Vases, Azure Vases, Napa Planter in silver, and footed ceramic Anise Vase in blue and ivory, Accent Décor. Floral Sand in shades of blue, purple and white and Activ-Wire Mesh, Sandtastik. Polished baobab pods, Knud Nielsen. Galvanized zinc trays, fir wood bowls, and faux red coral, Jamali. Deco Beads in Cobalt Blue and Baby Blue, JRM. E-Mini 9 (four-inch light base illuminating cylinder vase with white orchids), Acolyte. Galaxy Pins, Milton Adler.




FITZ DESIGN, INC. 800-500-2120






HARVEST IMPORT 949-833-7738




KURT S. ADLER, INC. 800-243-9627











pg 61




RELIANT RIBBON 800-886-2697


ROYAL FLOWERS 800-977-4483



21, 22, 23

SEMINOLE 800-638-3378


SMITHERS-OASIS 800-321-8286


SNK ENTERPRISES 800-531-5375


SYNDICATE SALES 800-428-0515


TEAMFLORAL 800-342-2251

10, 11

TELEFLORA 800-333-0205

20, 42

VASE VALET 316-747-2579


JANUARY 2015 65

what’s in store

ART FOR LOVE’S SAKE What says “I love you” better than a hand-blown, scalloped art-glass vase in red and white, filled with roses and fluffy carnations? Teleflora’s Swirls of Love Bouquet is nationally advertised for Valentine’s Day 2015, but the vase is likely to remain a popular choice year-round. Call 800-333-0205 or visit

MODERN MOROCCAN A classic Moroccan motif gets updated with bright citrus and candy colors in one of the latest patterns introduced for everyday gift packaging by BoxCo. Specialty boxes in a variety of shapes and sizes are available along with matching die-cut gift cards. Call 800-654-2932 or visit


READY FOR SPRING A whitewashed 15-inch pot inside a wire frame with handles, filled with a delicate premade collection of fresh green foliage in realistic permanent botanicals, makes the perfect nesting spot, a sweet and simple harbinger of spring. Call Sullivans at 800-456-4568 or visit

TOO CUTE! With Easter just around the corner, it’s time for fuzzy, cuddly bunnies, lambs, chicks and more. Aurora has a whole collection of them, including this adorable ducky wearing bunny slippers. Call 888-AURORA2 (287-6722) or visit

Florist’s Best Friend--


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


3710 Sipes Ave, Sanford, FL 32773

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


30 Day Mfg. Satisfaction Guarantee! JANUARY 2015 67

industry events For the most recent additions to Teleflora Unit Programs, go to and click on Design Education to access the Floral Event Calendar in the Unit Program section.

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

JANUARY 6-13, ATLANTA, GA Atlanta International Gift & Home Furnishings Market (temporaries, January 8-12), AmericasMart. Call 800-ATL-MART or visit

JANUARY 14-20, DALLAS, TX Dallas Holiday & Home Expo, Dallas Market Center. Call 800-DAL-MKTS or visit

JANUARY 15-19, CHICAGO, IL Chicago Winter Market, Merchandise Mart. Visit

JANUARY 21-23, FORD LAUDERDALE, FL TPIE (Tropical Plant Industry Exhibition), Broward County Convention Center. Visit

JANUARY 23-26, LOS ANGELES, CA California Gift Show, Los Angeles Convention Center. Call 800-318-2238 or visit

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

JUNE 30-JULY 4, DENVER, CO National AIFD Symposium, Sheraton Denver Downtown. Call 410-752-3318 or visit

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

NORTHEAST REGION MARCH 14-15, GROTON, CT Northeast Floral Expo, Mystic Marriott Hotel. Call the Connecticut Florists Association at 800-3526946 or visit

APRIL 12, ORONO, ME Maine State Florist Association, program includes Everyday Designs for Spring with Julie Poeltler, Black Bear Inn. Call Karen Duncan at 207-769-2731.




Cultivate15 (formerly OFA Short Course), Greater Columbus Convention Center. Visit

Texas State Florists’ Association Convention, Marriott Sugar Land Hotel. Visit

JULY 29-AUGUST 1, MONTEREY, CA CalFlowers Fun ’N Sun Convention, Monterey Marriott. Call the California Association of Flower Growers and Shippers at 831-479-4912 or visit

CENTRAL REGION MARCH 6-8, GRAND RAPIDS, MI Great Lakes Floral Expo, DeVos Center. Call the Michigan Floral Association at 517-575-0110 or visit


SOUTHEAST REGION MARCH 8, PINE MOUNTAIN, GA Georgia State Florist Association, program includes Wedding Designs with Alex Jackson, The Lodge at Calloway Gardens. Call Randy Wooten at 912-383-6223.

MARCH 15, SILVER SPRING, MD Potomac Floral Wholesale, program includes Wedding Designs with John Hosek. Call David Powers at 301-589-4747.

APRIL 10-12, BIRMINGHAM, AL AIFD 2015 Southern Conference (“Botanical Bliss”), Aloft Hotel-Rosewood Hall. Contact conference chairs Mandy Majerik (205-3242663) or Kevin Hinton (662-255-6530) or visit

NY Now, The Market for Home + Lifestyle, Jacob K. Javits Convention Center and Pier 94. Call 800-272-SHOW or visit

South Dakota Florist Association, program includes Wedding Designs with Alex Jackson, Ramkota Hotel. Call Renee Polreis at 800-996-4323.



AmericanHort Next Level Conference, Hyatt Pier 66. Visit

Valley Floral Company, Spring Open House with Vonda LaFever. Call Jerry Yocum at 800-657-2553.

Florida State Florist Association, program includes Party Designs with Joyce Mason-Monheim, Caribe-Royale Resort. Call Len Buckett at 321-633-5499.




MARCH 9-10, WASHINGTON, DC SAF Congressional Action Days. Call the Society of American Florists at 800-336-4743 or visit


World Floral Expo, LA Convention Center. Visit

WUMFA (Wisconsin Upper Michigan Floral Association) Annual Convention, program includes Weddings & Events with Kevin Ylvisaker, Radisson Hotel & Conference Center. Call Rod Crittenden at 517-575-0110 or visit




SAF Retail Growth Solutions Mini-Conference, Hartford Marriott Farmington. Call the Society of American Florists at 800-336-4743 or visit

Illinois State Florist Association, program includes Wedding Designs with Vonda LaFever, Decatur Conference Center. Call Michelle O’Neal Babicky at 217-498-8882.

SAF One-Day Profit Blast, Doubletree by Hilton Seattle Airport. Call the Society of American Florists at 800-336-4743 or visit



North Carolina State Florist Association, program includes Party Designs with Gerard Toh, Embassy Suites. Call Charlie Jordan at 336-855-5408.


JANUARY 2015 69

emporium 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: Website:

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