Flowers& JULY 2014 $5.50
www.MyTeleflora.com
Plan Ahead for Stylish Holiday Displays 20 trendy themes to motivate seasonal sales Pg 24
plus:Sizzling
Summer Specials Pg 50
contents
JULY 2014
features 24 Making Spirits Bright Style directions for creative, uplifting holiday display. Floral design by Bert Ford AIFD, PFCI Photography by Liam Schatten
50 Summer Specials Entice summer customers with quick and affordable designs. Floral design by Susan Ayala AIFD Photography by Ron Derhacopian
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pg 34
ON THE COVER Mixed metals, from bright silver to platinum to bronze and brassy gold, create a warm and rich palette that transitions nicely from the harvest to the holiday season. For more on this look, see page 45; for more fashion-forward holiday designs and displays by Bert Ford AIFD, PFCI, see “Making Spirits Bright,� pages 24-48.
contents
departments pg 14 10
Focus on Design Making Mini Christmas Trees By Rich Salvaggio AIFD, AAF, PFCI
12
Creative Edge Holiday Permanent Botanicals By Hitomi Gilliam AIFD
14
Principles & Elements The Principle of Balance By Kevin Ylvisaker AIFD, PFCI
18
Profit Boosters Create and Sell Your Very Best
64
What’s in Store
66
Industry Events
68
Where to Buy
71
Advertiser Links
72
Wholesaler Connection
pg 10
Flowers& Volume 35, Number 7 (ISSN 0199-4751). Published monthly by Teleflora, 11444 W. Olympic Blvd., Los Angeles, CA 90064, 800-321-2665, fax 310-966-3610. Subscription rates: U.S., 1 year, $66.00. Canada, 1 year, $90.00 (US currency only); Canadian GST registration number R127851293. Other foreign countries, 1 year, $102.00 (US currency only). Single issues, $5.50 each prepaid. Periodicals postage paid at Los Angeles, Calif., and at additional mailing offices. Postmaster: Send address changes to Flowers&, PO Box 16029, North Hollywood, CA 91615-9871. Copyright © 2014 by Teleflora. Printed in U.S.A.
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pg 13
Flowers& Publisher Editor Art Director National Advertising Director
Rich Salvaggio AIFD, AAF, PFCI rsalvaggio@teleflora.com Bruce Wright Tony Fox Peter Lymbertos
Contributing Editor
Bill McKinley
U.S. Subscriptions
800-321-2665
Foreign Subscriptions
818-286-3128
Advertising
800-421-4921
On the Internet
AIFD
www.MyTeleflora.com www.flowersandmagazine.com
ADVISORY BOARD Teleflora Education Specialists Susan Ayala
AIFD,
SAO Professional Design, Loma Linda, Calif., Tom Bowling
Fairfield, Ohio, Tim Farrell AIFD, PFCI,
Gilliam
AIFD,
Kansas City, Mo., Hitomi
AIFD, AAF, PFCI,
Phoenix Flower Shops, Phoenix, Ariz., Vonda LaFever AIFD, PFCI, AZMF,
Essexville, Mich., Julie Poeltler Iowa, Jerome Raska
Tom Simmons
AIFD,
Dallas, Texas,
Surroundings Events and Floral, Verona, Wisc., Alex Jackson
Fla., Joyce Mason-Monheim
AIFD,
AIFD,
Vancouver, B.C., Canada, Bob Hampton AIFD, PFCI,
AIFD, PFCI,
Farrell’s Florist, Drexel Hill, Penn., Bert Ford
Ford Flower Co., Salem, N.H., Jim Ganger
John Hosek AIFD, PFCI,
AIFD, AAF, PFCI,
AIFD, PFCI,
AIFD, PFCI,
Niceville,
Tucson, Ariz., Darla Pawlak
AIFD, PFCI,
Fountain of Flowers & Gifts, Lone Tree,
AIFD, AAF, PFCI, CAFA, MCF,
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 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.
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focus on design
•❊
Floral design by Rich Salvaggio AIFD, AAF, PFCI
Make your own mini Christmas trees for display and home décor. It’s easy to create custom trees in any color scheme using Styrofoam cones as a mold. Mega Beaded Wire offers a handy way to get the look of Christmas ornaments in miniature. 1. Begin by molding a length of sturdy Mega Wire over a Styrofoam cone to create a cone-shaped silhouette. Secure the shape with a ring around the base of the cone. The Styrofoam cones come in sizes from four to 36 inches high. Needle-nose pliers make a handy tool for manipulating the wire. 2. With your silhouette in place, add more decorative wire, spiraling the wire slightly and allowing different kinds of wire to intersect for a more stable and interesting shape. 3. Mega Beaded Wire is an elegant, but optional, finishing touch. You could also incorporate ribbon or water-tubed flowers into your designs, with glittering stars on top. b
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•
Photography by Ron Derhacopian
▲
•
For product information, see Where to Buy, page 68.
1
2
3
JULY 2014 11
creative edge
•❊
Floral design by Hitomi Gilliam AIFD
•
Photography by Philippe Martin-Morice VERTICAL The hot summer hues of bromeliad blooms and gloriosa vines can provide a vibrant holiday color option when accented with a structure of lime-colored sticks and millimeter balls. Here’s a youthful interpretation of Christmas
With the Christmas season less than five months away, it’s time to start planning holiday displays with permanent botanicals. Thinking outside the box, the three styles shown here make use of flowers in bright, vibrant colors, arranged in everyday glass containers. The holiday note is brought in with millimeter balls and Mega Beads. Designs like these can be made in advance and sold year-round, and the holiday accents can be added with the approach of the winter season.
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colors designed to complement contemporary décor—as a pair of uprights on either side of a mantle, for example, decked with pillar candles buried in cranberries inside glass cylinders. The green sticks are stuck together with quarterpieces of UGlu Dashes and secured with Bind Wire ties.
▲ ▲
•
For product information, see Where to Buy, page 68.
HORIZONTAL Two tall glass cylinders are bridged with wired, tapered bundles of midollino. Each bundle consists of eight to ten pieces of white midollino, with silver aluminum wire embedded in the bundle, which is wrapped tight with silver bullion. The bundles are then fashioned into a structure with art nouveau curves, secured with Bind Wire. Flowing through the midollino structure in a very fluid fashion are permanent gloriosa vine and wired, permanent leaves of Typha
latifolia (cattails). White pearl Mega Beaded Wire adds a Christmassy accent. This design could be used as a high centerpiece for a banquet table where table space is at a premium. ROUND An everyday glass vase was spray-painted with Design Master Metallic Taupe (in the Modern Metals line) for a soft, gleaming finish. Mega Beaded Wire was wrapped around the neck of the vase, secured with UGlu Strips; in the finished design the Mega Beads sparkle through the veil of an armature created with small bundles of red midollino and green permanent vine. Permanent botanicals were inserted into the vase and additionally secured to the armature with Bind Wire. Wired typha leaves complete the feeling of a swirling circular wrap, while red amaryllis blooms and millimeter balls add an additional Christmas touch. b
JULY 2014 13
principles & elements
▲
•❊ •
Balance
Floral design by Kevin Ylvisaker AIFD, PFCI
Photography by Ron Derhacopian
For product information, see Where to Buy, page 68.
Balance is one of those things customers
respond to deeply, but not consciously. It’s important, of course, for a design to be well balanced physically—but equally important for it to be visually balanced. The two kinds of balance are: symmetrical (as seen at right) and asymmetrical (as seen above). Symmetrical balance is achieved, not necessarily with a mirror image, but with equal amounts of product on both sides of a central axis. Asymmetrical balance is achieved by applying the teeter-totter rule: If two people are on either side of a see-saw, and one is bigger, he must be closer to the center for the see-saw to balance. In our example, the extension on the right side of the design is somewhat longer than the one on the left, but the visual weight is balanced by the loop of bear grass that curves higher on the left, and by the darker colors on that side, which appear heavier than lighter ones. In general, symmetrical design tends to correspond with more traditional design styles, asymmetrical with more contemporary styles. b
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•
TeamFloral founder Dan McManus talks with successful shop owners about their strategies.
•
by Dan McManus
Sell the designs you want to create. I INTERVIEWED BROOKE RAULERSON AIFD this summer about her success in sales and about the relationship between artistry and profitability. Her shop is located on the east coast of Florida about an hour south of Jacksonville. Brooke is a second-generation shop owner. She and her husband Dale operate the shop while raising two young children. Brooke is sought after as a floral designer at conferences and is an advanced sales coach for TeamFloral. How did you accomplish such phenomenal growth in 2013? Our average sale has gone from $45 to more than $100 in the past several years since we joined TeamFloral. I did what you told me to do—and it worked! We re-trained each person in the shop that answers the phone. Instead of asking, “How much do you want to spend?”, they now ask, “Would you like to hear about our specials?” In my shop we offer two basic styles: a traditional low and full arrangement and a more modern tall and airy. At the beginning of each call, we explain the two types and let the customer decide which product line they would like described. From there, we describe the specials we have that week. For most occasions, we offer “specials” in three price ranges: $79, $99 and $120. We begin with the $99 arrangement, which is described as the “most popular.” Many times, the caller takes that one. If they ask for another option, we describe the $120 arrangement. If they ask for a lower cost option, we describe the $79 arrangement. The whole process actually takes less time than the old way. What I really like is that we are introducing more modern arrangements into our community and they are growing in popularity. I believe that our job is to teach consumers how to buy the right flowers for their budget and the occasion. Asking how much they want to spend does not do that. We have also seen the price of our average wedding increase significantly. I use the same sales process for my brides—start
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high and see how they react. I offer them something wonderful and then we discuss it. We always settle into a budget that works. Once we started selling “wow” weddings, we started getting more high-end brides.
Do you use employee incentives? Absolutely! I could not have reached the sales we have without them. We pay $1 for each addon sale. That makes add-ons exciting for the staff, and the excitement shows in their voice when they are talking to customers. We also pay $3 for each $79 sale, $5 for each $99 sale and $7 for sales of $120 or more. For sympathy sales, the commission is the same but the arrangement prices that qualify are higher: $99, $150 and $200. The employees track their own sales and present me with a list of items each week in our sales meeting. I pay the incentives to each person in cash, with a big “Thank you!” We report the cash payouts through the pay-
What tasks do you always do yourself? I do all the fresh-flower buying. I select my suppliers by reputation and the quality of the farms they buy from. For instance, Royal Flowers is the source for all my roses. I also direct-ship from trusted farms out of California. I am very particular about which farms I source from and the cold chain to my shop. I mark up the flowers based on the local wholesale cost—not the rate that I pay, because I buy direct. The industry benchmark of 3.5 times Artistic Florist the wholesale cost is based Amelia Island, Florida on shops buying from a local Brooke Raulerson AIFD wholesaler. When I buy direct, it takes more time, expertise and planning so it would not 2012 make sense to mark up from Annual sales $490k the preferred prices I earn. The Profitability 23% other shops in my area use Payroll percentage 22% wholesalers, so my prices ▲
profit boosters
are right in line with theirs, and I benefit from a higher margin. I learned very early that my customers are looking for unique varieties and designs, not just the cheapest possible bloom. This is where I set myself apart—focusing on quality and the “wow” factor by researching and handselecting quality-performing varieties.
2013 $650k 24% 22%
Flower COGS percentage Average web sale*
18% $78
21.0% $112
Average shop sale*
$88
$101
Median income of population in Nassau County, Florida: $57,163 * includes tax and delivery
POS system: RTI Web host: Teleflora (TeamFloral template) Website: www.artistic-florist.com
What is the best task you ever delegated? Customer service is definitely best handled by my husband. He really makes sure that every customer is given the VIP treatment. He stresses to our employees to always inquire about the customer’s occasion and to make sure we have multiple options within any budget. A top priority for him is making sure our premium products are suggested first. He personally thanks every customer for their business and means it. It’s an awesome experience that we want every one of our customers to enjoy.
roll system so it all is recorded properly. The cash makes the incentive work; otherwise the amount gets lost in their pay check and does not really have an impact. What is the most important advice you can give another shop owner? If you want to become a top floral designer, you have to learn how to sell fabulous arrangements. You’ll learn how to design them because that is your passion. But you need to make yourself learn how to sell. Don’t limit your customers by trying to guess what they want to spend. Tell them about your best and let them guide you from there. b
MAKING SPIRITS BRIGHT
Style directions for creative, uplifting holiday display. Floral design by Bert Ford AIFD, PFCI
Photography by Liam Schatten
For product information,
▼
Holiday products available through the Pete Garcia Company (“Simply the best place in the world to buy florist supplies” ®) and its FloraMart showroom in Atlanta, www.floramart.com
see Where to Buy, page 68.
SPRING HOLIDAYS When winter holidays are here, can spring be far behind? A few festive touches can turn a spring wreath, bursting with hydrangea and cherry blossoms, into a festive holiday arrangement. The wreath is nestled between two pedestal containers in bright silver (aluminum nickel), one set inside the other. Wintry accents are added with icy birch branches and glittered white foliage, mercury-glass orbs and silver millimeter balls, and a trio of glass cylinders filled with faux snow and realistic, imitation wax pillar candles. Conveniently, the LED lights inside the candles can be lit by remote control.
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JULY 2013 25
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MAKING SPIRITS BRIGHT
HUNTING LODGE Nantucket baskets (reusable throughout the year) lend rhythm and texture to this tree and wreath. The same baskets can also be used below the tree to merchandise the ornaments, so customers aren’t tempted to grab them off the display. The ornaments, mostly in shades of chocolate, mocha, and khaki, combine to create a masculine, rustic look, with just a little glitter. They include faux pheasant feathers, some in a burnished gold finish, bronzed plastic pine cones, lightweight resin antlers (on picks), and on the tree, textured “chevron leaf” acanthus leaf sprays and poinsettia picks. Touchable softness comes in the form of faux mink spheres and furry owls, who share the tree with adorable, textured fabric birds wearing acorn crests. JULY 2013 27
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MAKING SPIRITS BRIGHT SOLDIERS IN TOYLAND At left, toy soldiers, ranging from two to five feet tall, make a strong Christmas statement on their own or added to a wreath or tree. The classic palette of red, green and gold carries over into plastic light-bulb ornaments, another icon of holiday nostalgia, along with traditional spheres and glass millimeter balls; the larger red spheres, of lightweight plastic, are finished to look like vintage mercury glass. The display is accented with fresh flowers in glitter pots also made of affordable lightweight plastic, much like a pot liner—perfect for inexpensive impulse buys like these long-lasting carnation bouquets. BUTTONS AND BOWS The homespun, old-fashioned appeal of buttons is still going strong. It’s reinforced in the display at right with such details as traditional glass Santa heads, plastic snowglobes that look as though they were home-made with canning jars, candy-striped glass ball garland, and wide wired ribbon decked with tiny squares like redchecked tablecloths. Also featured on the tree are little houses that come in an assortment that makes an entire village. Weathered metal wagons in red and green make the perfect display prop—one that can also be used year-round. The button-covered cones, wreaths and spheres go nicely with red, green and white ribbon, which has been added. The cones come in their own pots, but one has been added into a Santa boot container. They harmonize with the shape of snowtipped bottle-brush trees, a charming addition to the scene. JULY 2013 29
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MAKING SPIRITS BRIGHT WEATHERED WOOD At left, the light tan that promises to be this year’s most popular Christmas neutral surfaces in reindeer, candle rings, spheres, wreaths, and cylinder holders with the worn texture of driftwood. Burlap poinsettias with colored jute trim complement the look, along with mixed-media tabletop trees that combine textured metal and patterned burlap. Other tabletop trees, with the feathery texture of seedlings, come with burlap-wrapped root balls but have here been placed in little galvanized pots. This display is created with tables made from galvanized buckets, weighted with rocks for stability and filled with Styrofoam covered at the top with pine cones, visible through the glass rounds. NORTH POLES At right, tall birch logs add bold, dynamic lines to a holiday tree. Surprisingly leightweight, they’re easily incorporated into a wired artificial tree, but they could also be secured to a real tree with chenille stems. Natural birch twigs emerging from the tree add dimension and reinforce the theme, as do hollow rounds and curls of birch bark. The white bark lightens and harmonizes a traditional palette of red and green—with the emphasis on red, seen in feathered clip-on cardinals, furry birds, glittered glass ornaments, felt acorns, and buttonstudded fabric stars, among other details. Jumbo poinsettias in plaid and burlap, with just a little glitter, create striking focal areas; layered and completely wired, they can be fluffed for just the right effect. JULY 2013 31
MAKING SPIRITS BRIGHT
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GO FOR THE GOLD Small bouquets of white fresh flowers lend a quiet elegance to a glitzy holiday party theme, with elements that can be used in weddings and parties all year long. The nosegays are placed in glass-beaded gold votive holders; silver and pale gold mingle freely with sparkling crystals throughout the display. In the centerpiece at far left, clear cones with gold highlights are stacked and then tacked with champagne ribbon to create graceful height. They rise from a bed of glittered holly leaves and fruit, gold poinsettias, crystal snowflakes, and luscious, wide brushed-velvet ribbon trimmed with white and gold pearls. Diamond Bead cylinders support a silver Luster Wrap sphere, topped with dangling ribbons, leaves and ornaments and enclosing a plastic orb finished like gold mercury glass. JULY 2013 33
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MAKING SPIRITS BRIGHT FRESH AND FAUX For an elegant look in white, silver and pale gold, premade, highly realistic faux carnation orbs are terrific time-savers and durable, profitable rental items. They tie in beautifully with shiny and glittered spheres on a giant wreath in mixed evergreens, and with the perfect triangle expressed in a Diamond Bead Christmas tree, with votive candles shining through the Diamond Beads. Fresh white tulips in a Diamond Bead votive holder enhance the vignette and add to the realism of the carnation orbs, which are supported on Diamond Bead urns and a silver candelabrum, with a base of cedar garland that has been twisted into a ring. SLICES OF LIFE At right, orbs, wreaths, and tabletop trees covered with wood rounds set the tone for a themed display that also features reindeer decked with twigs, grasses, and bark, for a riot of rough, natural texture. A twig table base, useful year-round in a variety of ways, is fitted with a glass round on top. Pots textured like bark on the outside, glass on the inside, also fit the theme. One holds a topiary made with two of the wood-slice orbs. The wood-slice trees come with tiny pine cones on top, but have been additionally decorated with ribbon. Textured poinsettias trimmed with gold add a little glitz to the look, while a Tiffany lamp lends a warm glow, along with LED-lit faux wax pillar candles. JULY 2013 35
MAKING SPIRITS BRIGHT
BRIGHT AND BREEZY As seen at left, Luster Wrap is a flexible, wired material that is woven into shapes like the orbs, obelisk, and reindeer in this display, adding lightweight, bright metallic forms that are easily accented with further decorations. The Luster Wrap orb opens into two halves, which can be filled and joined together again, or left open, as in the contemporary design supported on a tall pedestal vase, with wide gold ribbon and other gold accents spilling out of it. Hanging finials, likewise decked with gold accents, balance the upward thrust of the obelisk, rising from a base of fresh hydrangea. PEACOCK BLUE Blue, white and silver has long been a favorite alternative palette for the holidays. Here, a magnificent peacock provides a fitting focus for a display that mingles tints and tones from ice to royal blue. Blue orbs, shiny or glittered, are joined by fluffy white petal balls, with loops of wired diamond rope arcing over them. Below, the lavish mantel cascade is made with various ribbons, faux pheasant feathers in iridescent peacock hues, glittered white ming pine and silver amaranthus. Sprays of airy white glitter pine with silver millimeter balls attached burst from the mantel and also from the galvanized buckets below. The whole sparkling display is illuminated with white birch trees that come with miniature lights. 36 www.flowersandmagazine.com
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MAKING SPIRITS BRIGHT SILVER FOREST Black and silver is a perennially popular, high-fashion palette. This particular version brings in natural, twiggy material for contrast and mixes glitzy and shiny silver with platinum, smoke and champagne. It’s easy to put together, starting with a premade pine garland already equipped with glitter berries. The garland is further accented with platinum glittered birds’ nests, big snowflake silhouettes, and a variety of ribbons and ornaments, including plastic Santa ornaments that look like vintage glass. A design in a pedestal container of silvertone aluminum nickel features a wreath from the same collection as the bird’s nests, with glittery micro beads added to natural materials, plus glittered smilax in champagne, silver poinsettias and hanging amaranthus. This is a look that could transition easily into a New Year’s Eve party. BIRCH FOREST The trendy textures of birch and burlap can be effectively contrasted with shiny and sparkly metallic accents. At right, a premade wreath and real birch logs make this display surprisingly easy to put together. The logs emerge from a tall galvanized bucket. The wreath and the base are enhanced with a mix of permanent pine sprays, frosted eucalyptus, and loops and streamers of wide wired ribbon in various patterns (stripes, chevrons, and polka dots). Ornaments are shiny or glittered, combining silver and pale gold. A garland of plastic cutout mirror snowflakes has also been woven into the wreath. JULY 2013 39
MAKING SPIRITS BRIGHT
FOR THE BIRDS As a thematic element, birdhouses suggest domestic comfort and the approach of spring. At left, a narrow tree occupies a small footprint but still offers plenty of surface for display of ornaments, including birch-textured birdhouses, silhouette snowflakes (made of foam, but treated to look like wood), lightweight lanterns with LED lights, and snowballs with twigs pushing through the snow—a distinctive texture seen also in the wreath at right. The tree is sunk into a tall glass cylinder with a barklike texture on the outside, perfect for a faux trunk. At right, larger birdhouses are designed to coordinate with slender silhouettes of Christmas trees and reindeer—thin enough to use on a mantel or tree, but glittered on both sides, so they can also be used in a table design. The silhouettes come with twigs attached but lend themselves to additional bright accents of berries, poinsettias, and plaid burlap ribbon. 40 www.flowersandmagazine.com JANUARY 2012
AUGUST 2010 41 JULY 2013
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MAKING SPIRITS BRIGHT
IN THE PINK A soft, romantic, feminine holiday theme builds on the year-round popularity of pink. It takes only a small investment in shiny and glittered pink Christmas ornaments to complete the look; other elements can easily transition to other holiday or everyday palettes, including glitter deer in white and silver, pink ribbon and glass millimeter balls, ceramic pots with a textured silver finish, a kissing ball made into a topiary, Ice Green tabletop trees, metal trumpet vases and a Victoria urn in a white powder-coat finish, and finally, snowflakes in crystal-clear acrylic. A skirted table and white all-wood pedestals beautifully support the display. ROSES ARE RED Fresh red roses make the perfect addition to a contemporary vignette in black and silver. They are easily added to clear glass cylinders inside a Luster Wrap orb, which supports the stems; the orb splits in two and opens like a clamshell, so the cylinder can be placed inside, and rests on a wreath made of glittered millimeter balls. The stainless-steel candle lanterns come with silverrimmed clear glass cylinders that can also be used to hold flowers. AUGUST 2010 43 JULY 2013
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MAKING SPIRITS BRIGHT
SUGAR AND SPICE Welcome to Candyland! The theme is easily established with gingerbread houses in resin and foam. The larger, foam houses come equipped with battery-operated LED lights; the smaller, resin houses have an opening in the back for adding LED lights or a candle. Cupcake ornaments, gingerbread people in foam and clear colored plastic, and a candy-stripe tree skirt are all it takes to complete the look, apart from fresh flowers in coordinating colors, decked with pinwheel picks. MIXED METALS Transitioning smoothly from the harvest to the holiday season, the Autumn Platinum wreath and garland seen here feature contrasting, yet harmonizing metallic tones, from platinum pumpkins and berries to autumn leaves in brassy gold. Ribbon has been added to the wreath, green berries to the garland. More metallics are brought in with bronze reindeer and bright silver stands with glass cloche tops, trumpet vases and a Victoria urn. AUGUST 2010 45 JULY 2013
MAKING SPIRITS BRIGHT
COLOR STORY When you show customers the same monochromatic display concept done in different colors, the effect is striking. A galvanized bucket—available in silver and in three powder-coated finishes—makes a good place to start; a skinny St. Martin alpine tree fits well in the bucket and is particularly handy if you’re limited in space. Options abound, at far left, for ornaments in shiny and glittered silver, including the snowflake branches with millimeter balls seen here, which arc out nicely from the tree, and the flat reindeer and Christmas-tree ornaments that are lightweight and inexpensive but cover a large surface area. A tree and garland done all in green benefit from the contrast available in a range of tints, tones and shades, from lime to moss and 46 www.flowersandmagazine.com
emerald green, and from a mix of shiny, matte and glittered ornaments—without losing the strong impact of a monochromatic design. Flocked snowball ornaments with a touch of shimmer add a softer texture, like that of real snowballs, to a white tree, while plastic glittered reindeer lend animation to the scene. The alpine tree is enriched with white iced branches and others decked with miniature pine cones; these branches harmonize with those of the alpine tree while adding to the variety of textures. A red tree suggests jumbo berries, poinsettias, butterflies (quickly added with clips on the bottom), and a cascade of ribbons and glittered ming pine. Mixing burgundy with brighter reds creates a feeling of depth and makes the bright reds pop. JULY 2013 47
CANDLE TOWER Birch and burlap set the tone (a natural tan and a rough, rustic texture) for many of this year’s most popular Christmas themes. Here, the look comes into its own with plaid-trimmed and chevron ribbon, reindeer (made of resin, with a burlap texture added to the bodies), and a fireplace tower made of birch logs topped with glassfilled votive candles. An especially attractive pine garland, with fine needles tipped in a lighter color, is enhanced with pinecone branches and holly. Pinecones feature heavily in this look, embedded in a wreath and mini tree. b
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MAKING SPIRITS BRIGHT
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SUMMER PECIALS S Entice summer customers with quick and affordable designs. For product information,
â–ź
Floral design by Susan Ayala AIFD
Photography by Ron Derhacopian
see Where to Buy, page 68.
STRINGS OF PEARLS Pearl-like beads and Mega Beads, strung on silver wire, seem to float around the flower stems in the design at left, turning the wide-but-not-deep Olivia vase into an aquarium-like showcase. The pearls harmonize with stemmed pearl brooches among the flowers and a midollino arch, woven with more beaded wire. The key to construction is to make the design by lacing the stems into the vase one by one, then pull it out temporarily while you wrap the stems with the beaded wire. After wrapping the stems, simply replace them in the vase. The color scheme and jeweled accessories make this design especially appropriate as a wedding or anniversary gift.
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SUMMER SPECIALS MEMORY STICK The weathered grapewood stump, the succulents, and the footed bowl at left are all long-lasting keepsakes that come together nicely as a showcase for a gorgeous spray of cymbidium orchids. Susie secured the grapewood to the footed bowl by wrapping silver metallic wire, first around the wood, then around the pedestal portion of the bowl. The cymbidium spray is likewise secured to the driftwood with metallic wire; both these bindings were later covered and reinforced with half-inch flat wire. Succulents are attached to the grapewood with UGlu Dashes, while an aralia leaf lining a portion of the bowl provides the final touch. A MANLY MIX A distinctive combination of floral materials and a clever treatment with lily grass, both inside and outside the vase, are all it takes to make this simple design stand out as a stylish gift, especially appropriate for a man. Susie added a few colored glass rocks into the bottom of the vase, then wrapped blades of lily grass up and down with bullion wire, and used the glitzy blades of grass to add sparkle to the bouquet of curly willow, leucadendron, orange gerberas, and ornamental kale.
JULY 2014 53
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SUMMER SPECIALS CLOTHED IN GREEN Dress up an old vase—or restore one that might be scratched or marred—by covering the vase with layered permanent leaves. Susie used UGlu, knowing that it adheres reliably to glass, and covered the base with a ring of pink wool fabric wrapped with readymade flower trim in pink and green. The bouquet is a hand-tied, made by inserting the stems of roses and Matsumoto asters through pink hydrangea and binding all the stems below. The green collars of the asters echo the leaf treatment on the vase and repeat in miniature the Biedermeier style of the bouquet. STACKABLES Did you know that succulents can thrive in nothing more than sand? The sand need only be replenished with water every so often—and this eco-friendly “floral sand” (from Sandtastik) is specifically made to hold and release moisture, with granules of the right size to allow for water filtration and drainage. The lower two cylinders in the stackable tower of three could be filled with any colorful gifts: candies, colored rubber bands, or, as here, push pins and gumballs.
JULY 2014 55
SUMMER SPECIALS A DOZEN ORANGE Bright green and orange make a striking color combination, with harmonizing hints of brown; a rising spiral provides a distinctive presentation for a dozen roses in any color. Here, green dianthus brings up the bright color of the Satin Collection vase, while mini lotus pods and seeded eucalyptus offer contrasting texture. Susie placed the curly willow first, then the roses, then created the basing. ON A PEDESTAL A hand-tied bouquet seems about to spill from a bubble-bowl pedestal vase, but is held securely within the vase with seaglass. The key here is to make the bouquet, lower it into the vase, and drop the seaglass in around the stems. The bubble bowl shows the splayed, spiraled stems to advantage. The bouquet of roses, spray roses, Green Ball dianthus, hypericum and dangling succulents is collared with galax and aralia leaves and simply tied with binding wire.
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JULY 2014 57
SUMMER SPECIALS ANIMAL SPIRITS A leopard-print keepsake bag and zebra-stripe ribbon set the tone for a theme carried through with a bright bromeliad bloom, pincushions and leucadendron; the tropicals are nicely complemented with purple statice and kale, dahlias and bright yellow spray roses. The flowers are arranged in a glass rectangle inside the bag, the stems supported with curly willow; the ribbon is simply tied around a flower stem. FANFARE A fan of midollino not only creates volume and height but also mimics the curling petals of green Fuji mums in the design at lower left. Susie started by creating the outline of the design with the midollino and ornithogalum. Next she added the aspidistra leaves, inserting the stem through the middle of each leaf, then curling the tip and securing it with UGlu, and finally the Fujis, orchids and geranium leaves. BANKABLE BURLAP With the popularity of burlap, a small bag with handles makes a fun, appealing, reusable keepsake container. This particular bag comes without a container inside; Susie created her floral design in a foam-filled plastic liner, creating a summery look with peach poppies and carnations, lavender stock, soft yellow roses, gerberas, spray mums, scented geranium leaves, ruscus, and lily grass. 58 www.flowersandmagazine.com
JULY 2014 59
SUMMER SPECIALS
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POPPIN’ FRESH Colors that pop, dancing arches and a collar of folded leaves all lend their charm to a distinctive design that’s easy and quick to make. Susie began with the ti leaves, folding them in half and securing the fold with anchor tape, then inserting each stem into foam. Then she added the arches of pink flat cane and lily grass to establish the outline of the design, the bright orange marigolds, green spray mums, pink spray roses, fuchsia flame celosia, and finally the white callas, with their stems echoing the arch of the cane and lily grass.
PETAL PERFECT Silk hydrangea florets turn an inexpensive basket into a frilly, feminine receptacle for a planted garden worthy of a bridal boudoir. The florets are dipped into pan glue and inserted into the basket weave; looped ribbon and butterflies spark up the color scheme.
JULY 2014 61
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SUMMER SPECIALS LIVING COLOR Green and blooming plants are like readymade floral designs. Add colorful containers and accessories, and you have long-lasting, value-added, quick and affordable gifts. Button wire, flat wire, shiny and flexible Creative Coils, ribbon and sequin wire sprays are quickly added to bright plastic and glass containers, with dyed reindeer moss to tie it all together. b
JULY 2014 63
what’s in store
BOWL THEM OVER Combining decorative charm with a practical afteruse as a holiday serving dish, the ceramic bowl featured in Teleflora’s Holly Days Centerpiece is microwave- and dishwasher-safe and FDA-approved for serving and storing food. The high sides and wide opening make design and delivery a snap. Call 800-333-0205 or visit www.myteleflora.com.
HOUNDS AND FOXES Offray Ribbon Company has released a new burlap fabric in a black and white houndstooth pattern called Foxtrot. Also available in red, the pattern comes in 10-yard bolts, six or 18 inches wide—a stylish option for many kinds of design and event work. Call 800-237-9425 or visit www.berwickoffray.com.
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GARDEN INSPIRED Charms, beads and bracelets in the Secret Garden Collection from Chamilia are all made from the finest materials, including 14-karat yellow and rose gold, pearl, .925 sterling silver, Swarovski Elements and Italian Murano glass. The interchangeable charms are meant to provide an avenue for self-expression. Call 612-355-5090 or visit www.chamilia.com.
ALL FIRED UP New from PlaceTile Designs, writeable ceramic labels shaped like gingko leaves can be used for messaging, for labeling potted plants, or even as place-card party favors. Measuring 2½ inches across, the ceramic labels sit on five-inch stems of powder-coated steel. Write on them with a dry-erase marker or a Sharpie. Call 678-467-4776 or visit www.placetile.com.
emporium ACCESSORIES
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JULY 2014 65 5
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 JULY 3-7, CHICAGO, IL AIFD (American Institute of Floral Designers) National Symposium, Hilton Hotel. Call 410-7523318 or visit www.aifd.org.
JULY 7-18, ATLANTA, GA FloraMart Spring/Summer Market. Contact event@ floramart.com for details.
JULY 8-15, ATLANTA, GA Atlanta International Gift & Home Furnishings Market (temporary exhibitors, July 10-14), AmericasMart. Call 800-ATL-MART or visit www.americasmart.com.
JULY 12-15, COLUMBUS, OH Cultivate — An AmericanHort Experience (formerly OFA Short Course), Greater Columbus Convention Center. Call AmericanHort at 614-487-1117 or visit www.americanhort.org/cultivate.
JULY 17-23, CHICAGO, IL Chicago Gift Market (temporary exhibitors, July 19-22), Merchandise Mart Plaza. Call 312-5277561 or visit www.shopchicagomarket.com.
AUGUST 13-16, MARCO ISLAND, FL SAF Annual Convention. Call the Society of American Florists at 800-336-4743 or visit www.safnow.org.
AUGUST 16-20, NEW YORK, NY NY NOW Home and Lifestyle Market, Jacob K. Javits Center. Call 800-272-SHOW or visit www.nynow.com.
SEPTEMBER 6-8, DALLAS, TX Total Home and Gift Market, Dallas Market Center. Call 800-DAL-MKTS or visit www.dallasmarketcenter.com.
SEPTEMBER 16-18, ATLANTA, GA Atlanta International Gift & Home Furnishings Market, AmericasMart. Call 800-ATL-MART or visit www.americasmart.com.
OCTOBER 1-4, QUITO, ECUADOR FlorEcuador Agriflor 2014, Cemexpo Exhibition Center. Visit www.agriflor.com.
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CENTRAL REGION JULY 23, GERMANTOWN, WI Wisconsin-Upper Michigan Unit, Sympathy Designs with Gerard Toh, Karthauser & Sons Wholesale. Call Melissa Maas at 262-253-9111.
AUGUST 5, FLINT, MI Michigan Unit, Everyday Designs with Cindy Tole, Nordlie, Inc. Call Dave Pinchock at 810-397-4829.
AUGUST 10, MINNEAPOLIS, MN Minndakota Unit, Sympathy Designs with Gerard Toh, Len Busch Roses. Call Heather Hammer at 507-539-9900.
AUGUST 17, ST. LOUIS, MO Lewis & Clark Unit, Wedding Designs with Gerard Toh, Baisch & Skinner. Call Jenny Thomasson at 314-972-7836.
NORTHEAST REGION SEPTEMBER 17, HIGHTSTOWN, NJ Penn Jersey Unit, Everyday Designs with Tim Farrell, Sieck Wholesale. Call Marjie Versagli at 610-647-9311.
SEPTEMBER 17, PITTSBURGH, PA Western Pennsylvania Unit, Corporate Events with Julie Poeltler, BW Keystone Wholesale. Call Patrick Devlin at 412-414-9701.
SOUTH CENTRAL REGION
JULY 27, PHOENIX, AZ Arizona State Florist Association, program includes Everyday Designs with John Hosek, Black Canyon Conference Center. Call Brian Vetter at 602-9089024 or visit www.azflorists.org.
AUGUST 1-3, LUBBOCK, TX West Texas – New Mexico Florist Association, program includes Wedding Designs with Tom Bowling, Overton Hotel. Call Marisa Guerrero at 915-857-8600.
AUGUST 14-17, HOT SPRINGS, AR Arkansas Florist Association, Annual Convention, program includes Christmas Designs with Marie Ackerman, Hot Springs Convention Center. Call Bitsy McCorkle at 870-777-6667.
SOUTHEAST REGION JULY 25-27, FRANKFORT, KY Kentucky Florists’ Association, program includes Wedding Designs with Kevin Ylvisaker, Capital Plaza Hotel. Call Tammy Gibson at 800-634-9784 or visit www.kyflorists.com.
AUGUST 1-3, MURFREESBORO, TN Tennessee State Florist Association, program includes Sympathy Designs with Gerard Toh, Embassy Suites. Call Kevin Coble at 901-683-4313.
AUGUST 8-10, CHARLOTTESVILLE, VA Virginia Professional Florist Association, program includes Color Trends with Susan Ayala, Doubletree by Hilton. Call Cindy Reynolds at 504-502-5661.
JULY 18-20, AUSTIN, TX
AUGUST 15-17, GREENSBORO, NC
Texas State Florists’ Association, Annual Convention, program includes Tropical Hands-on Workshop with Gerard Toh, Salute to Education with Rich Salvaggio, and Tropical Designs with Gerard Toh, The Renaissance Hotel. Call Dianna Nordman at 512-834-0361 or visit www.tsfa.org.
North Carolina State Florist Association Annual Convention, program includes Color Trends for Parties with Susan Ayala, Embassy Suites. Call Charlie Jordan at 336-855-5408, call the association at 800-889-7118, or visit www.ncflorist.org.
WESTERN REGION
JULY 20, TUPELO, MS Mississippi Unit, Mechanics and Techniques of Design with Joyce Mason-Monheim, Magnolia Wholesale. Call Marsha Padgett at 662-842-5421.
JULY 26-27, STILLWATER, OK Oklahoma State Florist Association, program includes Wedding Designs with Gerard Toh, OSU Conoco Phillips Alumni Club. Call Lenzee Bilke at 405-341-2530 or visit www.osfa.org.
AUGUST 24, DENVER, CO Floral Association of the Rockies, program includes Everyday Designs for Fall with Julie Poeltler, Merchandise Mart. Call Sandi Sniff at 303-710-6697.
SEPTEMBER 7, MISSOULA, MT Montana Big Sky Unit, Holiday Designs with Cindy Tole, Missoula Event Center. Call Leslie Darling at 406-892-7617.
JULY 2014 67
where to buy
continued on page 70
For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, 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.
PEACOCK BLUE, page 37 Peacock, feathers, ornaments and botanicals, Plus One / Pete Garcia. Ribbons, Berwick Offray. Prelit white branches, Winter Woods. Galvanized buckets, G3 / Pete Garcia.
SILVER FOREST, page 38 Icelandic Glitz wreath and bird’s nest, metal trees, snowflake silhouettes, and other ornaments and botanicals, Plus One / Pete Garcia. Aluminum nickel pedestal vase, SNK. Faux wax ball candles with LED lights, Candle Artisans / Pete Garcia.
ON THE COVER Autumn Platinum wreath and garland, plus green berries (added to the garland), Plus One / Pete Garcia. Ribbon, Berwick Offray. Aluminum nickel stands and pedestal vases, SNK.
FOCUS ON DESIGN, pages 10-11 Styrofoam cones, FloraCraft. Decorative, flat and beaded wire, Smithers-Oasis.
CREATIVE EDGE, pages 12-13
BIRCH FOREST,
pg 25 Birch logs, disks, and tubes, bark sheets, large pinecones, natural birch twigs and white birch twigs with lights, Winter Woods.
SPRING HOLIDAYS, page 25 Botanicals and ornaments, Plus One / Pete Garcia. Aluminum nickel containers, SNK. Faux wax pillar candles with remotecontrol LED lights, Candle Artisans / Pete Garcia.
NORTH POLES, page 31 Birch logs and twigs and birch-bark rounds and curls, Winter Woods. Tree and ornaments including wired jumbo poinsettias, Plus One / Pete Garcia.
GO FOR THE GOLD, pages 32-33
page 14
pages 26-27
Kindred Pot in orange, Lemont Pot in green, and red Kuwa Sticks and midollino, Accent Décor.
Nantucket baskets, botanicals and ornaments, Plus One / Pete Garcia.
Angels and ornaments, including Golden Nugget fruit and orbs, botanicals including glittered holly leaves, Diamond Bead cylinders and votive holders, and Luster Wrap sphere, Plus One / Pete Garcia. Ribbon including Lolita wide pearltrimmed ribbon, Berwick Offray.
MAKING SPIRITS BRIGHT,
SOLDIERS IN TOYLAND,
FRESH AND FAUX,
Metallic Taupe 235 spray, Design Master.
PRINCIPLES & ELEMENTS,
pages 24-48 Products in this feature are imported or manufactured by the suppliers noted here. All of these products are available thorugh the Pete Garcia Company and its FloraMart showroom; see the listing on page 70.
Throughout this feature: Permanent botanicals, Christmas trim, Diamond Bead cylinders and Diamond Bead votives, Plus One Imports. Ribbon, Berwick Offray. Candles, including faux LED candles, Candle Artisans. Galvanized buckets, some with powdercoated finish; bark-textured glass pots; and everyday glassware, G3 (Garcia Group Glass). Pedestal containers in bright silver (aluminum nickel), SNK.
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HUNTING LODGE,
page 28
page 34
Toy Soldier Guards, light plastic pots, botanicals and ornaments, Plus One / Pete Garcia.
Faux carnation orbs, Diamond Bead tree, urns and votive holders (used as vases), cedar wreath and garland and ornaments, Plus One / Pete Garcia.
BUTTONS AND BOWS, page 29 Button-covered wreaths, cones and spheres, Santa boot container, wagons, ball garland, ornaments and bottle-brush trees, Plus One / Pete Garcia. Ribbon, Berwick Offray.
WEATHERED WOOD, page 30 Woods Drift reindeer, table ornaments, and candleholders; trees and burlap poinsettias, Plus One / Pete Garcia. Galvanized buckets, G3 / Pete Garcia. Ribbon, Berwick Offray. Glass rounds, available at discount furnishing stores.
page 39 Birch logs, Winter Woods. Galvanized buckets, G3 / Pete Garcia. Botanicals and ornaments, Plus One / Pete Garcia. Striped, chevron and polka-dot ribbon, Berwick Offray.
FOR THE BIRDS, pages 40-41 Birdhouses, tree and reindeer silhouettes in the Cottage line, snowballs and snow wreath with twigs, red LED lanterns, and other ornaments and botanicals, Plus One / Pete Garcia. 30-inch bark-textured glass pot (holding the tree on page 40), Giftwares.
SLICES OF LIFE, page 35 Nordic Slice wreaths, trees, orbs, topiaries and reindeer; twig table base; and botanicals, Plus One / Pete Garcia. Bark-textured glass pots, Giftwares. Faux wax pillar candles with LED lights, Candle Artisans / Pete Garcia. Geometric Amber Tiffany lamp, Fitz Design.
IN THE PINK,
pg 44
page 42
BRIGHT AND BREEZY,
White trumpet vases and Victoria urn, glitter deer, ornaments and botanicals, Plus One / Pete Garcia. Silver Speckle terra-cotta pot with a textured finish, Giftwares.
page 36
ROSES ARE RED,
Luster Wrap orbs, obelisk, and reindeer; finials, gold “pine burst” picks and other ornaments, Plus One / Pete Garcia. Aluminum nickel pedestal vases, SNK.
Millimeter-ball wreaths, Luster Wrap orbs and obelisk, and stainless-steel candle lanterns, Plus One / Pete Garcia.
page 43
We’re Everywhere... Run an Ad in Flowers& and Join Us! Call Peter @ 800-421-4921 www.flowersandmagazine.com
JULY 2014 69
where to buy
continued from page 68
A DOZEN ORANGE, page 56 Satin Collection vase, Teleflora. Stemmed mini lotus pods, Schusters.
ON A PEDESTAL, page 57 Bubble Bowl Pedestal Vase, Smithers-Oasis. Seaglass, Accent Décor.
ANIMAL SPIRITS, page 58 Leopard print bag and ribbon, Harvest Import.
FANFARE, page58 Midollino sticks, Smithers-Oasis. Bamboo tray, Teleflora.
BANKABLE BURLAP, page 59 Burlap bag, Harvest Import.
POPPIN’ FRESH, page 60
pg 50 SUGAR AND SPICE, page 44 Foam and resin gingerbread houses, gingerbread people, cupcake ornaments and candy-stripe tree skirt, Plus One / Pete Garcia. White ceramic planter, Giftwares.
Midollino sticks, Beaded Wire and Mega Beaded Wire, and pearl brooches on stems, Smithers-Oasis. Olivia vase, Syndicate Sales.
page 52 Grande Footed Bowl and half-inch flat wire, Smithers-Oasis.
page 45
A MANLY MIX, page 53 Bunch vase, Teleflora.
CLOTHED IN GREEN, page 54
COLOR STORY,
Pink and green flower trim, Berwick Offray.
pages 46-47
STACKABLES,
Alpine trees, garlands, and ornaments, Plus One / Pete Garcia. Galvanized buckets, G3 / Pete Garcia.
CANDLE TOWER,
PETAL PERFECT,
page 55 Trio of stackable vases with lid, Diamond Star. Colored floral sand, Sandtastik.
page 48 Birch logs, Winter Woods. Burlap-textured reindeer, pine garland and other botanicals, Plus One / Pete Garcia. Ribbon, Berwick Offray. Votive candles poured in glass cups, Candle Artisans / Pete Garcia.
pages 50-63
STRINGS OF PEARLS, page 50
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pg 61
page 61 Silk hydrangea, Pioneer Imports. Pink polka-dot sheer ribbon with glitter, Reliant Ribbon. Gelato wire-edge ribbon in Cantalope color, Berwick Offray.
LIVING COLOR, pages 62-63
SUMMER SPECIALS, pg 57
Accent Décor, Inc. Call 800-385-5114 or visit www.accentdecor.com. Berwick Offray. Call 800-327-0350 or visit www.berwickoffray.com. Container Source. Call 800-499-6128 or visit www.containersource.com. Design Master Color Tool. Call 800-525-2644 or visit www.dmcolor.com. Diamond Star. Call 888-866-8368 or visit www.diamondstarglass.com. FloraCraft. Call 800-253-0409 or visit www.floracraft.com. Giftwares Company. Call 800-535-1300 or visit www.giftwaresco.com. Harvest Import. Call 949-833-7738 or visit www.harvestimport.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.
MEMORY STICK,
MIXED METALS, Autumn Platinum wreath and garland, plus green berries, Plus One / Pete Garcia. Ribbon, Berwick Offray. Aluminum nickel pedestal vases, SNK.
Pink flat cane, Smithers-Oasis. Catalina bowl in Limon color, Syndicate Sales.
FEATURED SUPPLIERS
Chevron ribbon and Panache multicolored sequin wire sprays, Berwick Offray. Flat wire and button wire, SmithersOasis. Creative Coils, Syndicate Sales. Tapered Vase and Tapered Cube, Container Source.
Call FloraMart at 800-2413733 or visit www.floramart.com. Pioneer Imports & Wholesale. Call 888-234-5400 or visit www.pioneerwholesaleco.com. Reliant Ribbon. Call 800-886-2697 or visit www.reliantribbon.com. Sandtastik Products Inc. Call 800-845-3845 or visit www.floralsand.com. Schusters of Texas. Call 800-351-1493 or visit www.schustersoftexas.com. Smithers-Oasis. Call 800-321-8286 or visit www.oasisfloral.com. SNK Enterprises. Call 800-531-5375 or visit www.snkenterprises.com. Syndicate Sales. Call 800-428-0515 or visit www.syndicatesales.com. Teleflora. Call 800-333-0205 or visit www.myteleflora.com. Winter Woods. Call 800-541-4511 or visit www.winterwoods.com.
advertiser links To access our advertisers’ websites, go to www.flowersandmagazine.com and click on “Advertisers in This Issue.” AMERICAN INSTITUTE OF FLORAL DESIGNERS (AIFD) 410-752-3318 www.aifd.org
16
BERWICK OFFRAY 800-237-9425 www.berwickoffray.com
21
CANDLE ARTISANS 800-241-3733 www.floramart.com
49
CLEVELAND PLANT & FLOWER COMPANY 216-898-3510 www.cpfco.com
69
DESIGN MASTER COLOR TOOL 800-525-2644 www.dmcolor.com
20
DOLLAR TREE DIRECT 877-530-TREE (8733) www.dollartree.com/floral/559/index.cat
17
GOODMAN’S BOTTOMLINE GROUP 918-289-1574 www.goodmansbottomline.com
8
HARVEST IMPORT 949-833-7738 www.harvestimport.com
69
HORTICA INSURANCE AND EMPLOYEE BENEFITS 800-851-7740 www.hortica-insurance.com
15
JAMALI FLORAL AND GARDEN SUPPLIES 212-879-0108 www.jamaligarden.com
9
KAY BERRY 800-426-1932 www.kayberry.com
67
KRISTEN & COMPANY BY T.R. MCTAGGART, INC. 800-433-0983 www.trmctaggart.com/candles.htm
69
KURT S. ADLER, INC. 800-243-9627 www.kurtadler.com
23
MOONLIGHT FEATHER 800-468-6048 www.moonlightfeather.com NASHVILLE WRAPS, LLC 800-547-9727 www.nashvillewraps.com PIONEER IMPORTS & WHOLESALE 888-234-5400 www.pioneerwholesaleco.com PLUS ONE IMPORTS / A DIVISION OF THE GARCIA GROUP 800-241-3733 www.floramart.com RELIANT RIBBON 973-881-0404 www.reliantribbon.com ROYAL FLOWERS 800-977-4483 www.royalflowersecuador.com
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71 7 BACK COVER INSIDE BACK COVER 1
SANDTASTIK PRODUCTS 800-845-3845 www.floralsand.com
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SEMINOLE 800-638-3378 www.seminoleds.com
67
SMITHERS-OASIS 800-321-8286 www.oasisfloral.com
5
SYNDICATE SALES 800-428-0515 www.syndicatesales.com TEAMFLORAL 800-342-2251 www.teamfloral.com
INSIDE FRONT COVER
19
TELEFLORA 800-421-2815 www.myteleflora.com
2, 22
WM F. PUCKETT, INC. 800-426-3376 www.puckettfern.com
3
JULY 2014 71
wholesaler connection ARIZONA PHOENIX Conroy Wholesale Florist The Roy Houff Company CALIFORNIA FRESNO Designer Flower Center INGLEWOOD American Magazines & Books OAKLAND Piazza International Floral SACRAMENTO Flora Fresh SAN BERNARDINO Inland Wholesale Flowers SAN DIEGO San Diego Florist Supplies SANTA ROSA Sequoia Floral International FLORIDA PENSACOLA American Floral Wholesale of Pensacola Carlstedt’s, LLC GEORGIA OMEGA Hornbuckle Wholesale Florist HAWAII HONOLULU Flora-Dec Sales ILLINOIS CHICAGO The Roy Houff Company NORMAL The Roy Houff Company WHEELING The Roy Houff Company
Flowers& magazine distributors
KANSAS WICHITA Valley Floral Company KENTUCKY LOUISVILLE The Roy Houff Company LOUISIANA BATON ROUGE Louisiana Wholesale Florists LAFAYETTE Louisiana Wholesale Florists MASSACHUSETTS BOSTON Jacobson Floral Supply MICHIGAN WARREN Nordlie, Inc. MINNESOTA MINNEAPOLIS Koehler and Dramm ROSEVILLE North American Wholesale Florist, Inc. MISSOURI ST LOUIS LaSalle Wholesale Florist NEW YORK CAMPBELL HALL Henry C. Alders OHIO DAYTON Nordlie, Inc. NORTH CANTON Canton Wholesale Floral PARMA Cleveland Plant & Flower Company
PENNSYLVANIA PITTSBURGH Keystone Ribbon & Floral Pittsburgh Cut Flower Company SOUTH DAKOTA SIOUX FALLS North American Wholesale Florist, Inc. TENNESSEE NASHVILLE The Roy Houff Company
FLORAL WHOLESALERS
Reward without the Risk we promise!
TEXAS DALLAS American Agroproducts, Inc. HOUSTON Pikes Peak of Texas Southern Floral Company LUBBOCK Lubbock Wholesale Florist UTAH SALT LAKE CITY Ensign Wholesale Floral VIRGINIA NORFOLK The Roy Houff Company RICHMOND The Roy Houff Company WASHINGTON TACOMA Washington Floral Service CANADA BURNABY, BC Kirby/Signature Floral Supply
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