Flowers& - January 2017

Page 1

Flowers& january 2017 $6.50

Trends 201 7 & Color style cues for the year ahead Pg 30

Calling for entries: the Flowers& Design Contest Pg 21

Now hiring: how to find and keep the best workers Pg 24

contents JANUARY 2017

features 14

The Artistic Bouquet

Designs emerging from the European Master Certification program.


33rd Annual Flowers& Design Contest Challenge yourself! This year’s theme: “Weekly Wow.”


Help Wanted

Perspectives on the floral workforce. by Bruce Wright


Trends 2017

Palettes, themes, products and design ideas to motivate today’s customers. Floral design by Rich Salvaggio AIFD, AAF, PFCI Photography by Ron Derhacopian


Small & Thriving

A photo gallery of three fashionable flower boutiques in Amsterdam. Text and photography by Bruce Wright 2 JANUARY 2017

pg 46

on the cover What accessory could better express the mythic, dramatic theme of Dark Fantasy than the round, gleaming disk of the Goddess Vase? Here it is complemented with a rolled tube of gold Oasis Floral Mesh, filled with spears of dark purple asparagus. For more designs and products that support trendy themes and palettes for 2017, turn to pages 30-55.


departments 8



Variety Show

on Design

Make the Most of Clear Glass By Rich Salvaggio AIFD, AAF, PFCI

Spice Up Your Product Mix


Design Tech


Industry Events

Sequencing and Gluing By Tim Farrell AIFD, AAF, PFCI

Where 64

to Buy


Wholesale Connection


Advertiser Links


What’s in Store

pg 9

pg12 Flowers& Volume 38, 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, $78.00. Canada, 1 year, $102.00 (US currency only); Canadian GST registration number R127851293. Other foreign countries, 1 year, $149.88 (US currency only). Single issues, $6.50 each prepaid. Periodicals postage paid at Los Angeles, Calif., and at additional mailing offices. Postmaster: Send address changes to Flowers&, PO Box 16029, North Hollywood, CA 91615-9871. Copyright © 2016 by Teleflora. Printed in U.S.A.

4 JANUARY 2017

pg 56

pg 10

Flowers& Publisher

Rich Salvaggio AIFD, AAF, PFCI


Bruce Wright

Art Director

Tony Fox

National Advertising Director

Peter Lymbertos

U.S. Subscriptions


Foreign Subscriptions




On the Internet

Advisory Board Teleflora Education Specialists Susan Ayala


Riverside, Calif., Tom Bowling

Fairfield, Ohio, Tim Farrell


Florist’s Best Friend--



John Hosek Jackson PFCI,


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



Dallas, Texas,

Veldkamp’s Flowers, Lakewood, Colo., Vonda LaFever

Tucson, Ariz., Helen Miller AIFD, PFCI,

Syndicate Sales,

Surroundings Events and Floral, Verona, Wisc., Alex

Niceville, Fla., Joyce Mason-Monheim



Farrell’s Florist, Drexel Hill, Penn., Hitomi



Flowers and Such, Adrian, Mich., Darla

Essexville, Mich., Julie Poeltler

of Flowers, Lone Tree, Iowa, David Powers Spring, Md., Jerome Raska


Designer Destination,



Julie’s Fountain

Potomac Wholesale, Silver

Blumz by JR Designs, Ferndale, Mich.,

Tom Simmons AIFD, CCF, Three Bunch Palms Productions, Palm Springs, Calif., Gerard Toh AIFD, CCF,

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

& Gifts, Greensboro, N.C., Jenny Thomasson


Stems, Florissant, Mo., Kevin

Ylvisaker AIFD, PFCI, CAFA, Mukwonago, Wisc.

Editorial Council

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! 6

Carol J. Caggiano AIFD, PFCI, A. Caggiano, Inc., Jeffersonton, Va., Bert Ford AIFD, PFCI, Ford Flower Co., Salem, N.H., Wilton Hardy West Palm Beach, Fla., Elizabeth Seiji


JWH Design and Consultant,

Edelweiss Flower Boutique, Santa Monica,

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

1. Place large black stones in the bottom of the Grecian Urn, then two or three birds of paradise or other flowers with strong, substantial stems, at an angle. 2. To visually balance the birds of paradise, add stems of hanging amaranthus on the opposite side of the vase. Then add roses with the stems cut so the heads rest right at the lip of the vase. Floral color lined up at the lip of the vase isolates a design zone below, where the play of stems and stones can be seen through the fluted facets of the glass. The strong diagonal lines of the bird-of-paradise stems cross over the border. 3. Add light green hydrangea to fill the center. Using the hydrangea as a design grid to control the stems, add two or three more roses so the heads sit just above the hydrangea. Variegated hala leaves add the finishing touch: one leaf has a slit cut in the center, the other is bent and inserted through the slit. b

Creative design options are unlimited with high-quality recycled glass. Techniques for stem support become part of the design, with dynamic lines and contrasting textures. For more examples, including ideas for upgrades, see this month’s Focus on Design video.




See this

how-to on s


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

at Flowers&or go to


JANUARY 2017 9

variety show Novel, eye-catching fresh cuts to spark up your inventory.

Ceres Feathery, pure white tips set off the brilliant crimson of the bracts on this hybrid queen protea— more precisely, a cross between Protea magnifica (a queen protea) and P. obtusifolia (a variety better known as Holiday Red). When fully open, the inflorescence measures over six inches in diameter! Ceres blooms November through February in California.

Visit us on this month to comment on your favorites! Cosmic™ Dazzling white and with an excellent vase life of three weeks, Cosmic™ gypsophila is noted for strong and flexible stems, which makes them exceptionally easy to work with. Cosmic™ is one of the latest award-winning varieties from Danziger “Dan” Flower Farm, the people who developed Million Stars® along with many other gyp varieties. More at Flexi Grass™ It’s not new, but Australian Flexi Grass is still a novelty that lends itself to all kinds of creative twists—literally! It can be bent, woven and twisted into knots or threaded with berries or beads. Stems are typically 90 centimeters (36 inches) long. A wealth of design photos featuring Flexi Grass™ and other exotic Australian greens is available at:


Amarossi The rich, violet-red wine color makes this OT hybrid lily (in the big beautiful family of Orientals crossed with trumpet lilies) a standout. Curvy petals, a green center star, and delicate freckles add to the enchantment. Amarossi is grown by Sun Valley Floral Farms—with a blog that’s loaded with beautiful photos and information helpful to flower buyers at

variety show

Red Eye “Grassheart” roses are gradually winning fans! The green grass heart is actually the flower base pushed through the petals by an “over-zealous” stem. Grassheart roses have no pistils or stamens—which makes them unusually hardy and longlasting. Red Eye is said to have a vase life of 12 to 16 days. It’s bred by Olij Roses, which recently joined the family of floral companies known as Dümmen Orange.

Explorer Explorer was introduced in 2011; since 2014, demand for this velvet-red rose has more than doubled, according to the Dutch rose-breeding company Interplant Roses. Explorer does best when it is grown high up (above 2,500 meters) and is therefore produced mainly in Ecuador.

Sapphire Blue With dense clusters of blue flowers, delicately sprinkled with yellow anthers, Scilla peruviana is one of the first blue flowers of early spring. It pairs beautifully with yellow flowers. The variety Sapphire Blue is part of a line called Caribbean Jewels®, from Golden State Bulb Growers.


Tasman First Stargazer, then Starfighter, have been among the most popular Oriental lily varieties ever. Now comes Tasman, a new Starfighter-type Oriental with larger, diamond-shaped buds and a compact inflorescence that makes for easy handling. Currently under production at Oregon Flowers and also at some flower farms in California, Tasman is a new introduction from The Young Ones series by Dutch breeder GAV Lilies.


he European approach to design is in some ways surprisingly different from what we see in the American market,” says Hitomi Gilliam AIFD. “The selection of materials, the color choices, the scale and attention to detail are all distinctive.” But that’s exactly what makes European style inspiring and exciting. The bouquets presented here also represent a highly developed level of skill and artistry. They were created as part of the final exam for participants in the European Master Certification program (EMC) taught by Belgian designer Tomas de Bruyne and facilitated by Tomas and Hitomi. All were completed using wire-and-tape technique, with no bouquet holders. They are intended as examples of floral art rather than as commercial bouquets—but isn’t there a bride for each of them? For more on the EMC, visit

the Artistic


Designs by graduates of the European Master Certification program.

14 54

Agna Maertens EMC, Beernem, Belgium The round bouquet remains a staple of European weddings—even when the design is cutting edge. Often, however, it is round and flat. (The Oasis European Bouquet Holder may have been inspired by this style.) Agna’s petite bouquet is built on a custom-made wire foundation, with a collar that she fashioned from repurposed jewelry components. It is remarkable for its delicacy: tiny spray asters nestle among white feathers; muehlenbeckia vine, with its dark stems, dances over the compact cluster of roses and orchids at the heart of the bouquet.

Photography by Beata Kaas EMC

the Artistic

Bouquet Christi Lopez EMC, Springfield, Virginia A cascading construction of black

aluminum wire, shaped like fern curls or vinous tendrils, evokes the architectural, ornamental feeling of finely wrought iron. It is echoed with the dark stems, bearing fresh green leaves, of curling, looping muehlenbeckia vine. In similar fashion, the deep red of roses and coxcomb celosia, visually heavy, is balanced with light pink pepperberries, coral roses and creamy lisianthus. Contrast and harmony coexist, working together.


the Artistic

Bouquet Sue Tabbal-Yamaguchi AIFD, EMC, Honolulu, Hawaii

Sue’s bouquet features a curvaceous tail, built on a wire structure and covered with strips of sheet wool in an overlapping, braided pattern reminiscent of palm tree bark. The structure allows stems to be inserted through it. Feathers at the top of the bouquet complete the harmonizing of textures within a sensitively transitioned palette. “I love that she used, in addition to roses and mini phalaenopsis, lavender daisies,” says Hitomi. “In Europe there is no prejudice about using flowers that some might consider common. This was the perfect choice.”


may 2010 2

theme: W



















+ trophy

Weekly business accounts are one of the best gigs a florist can get. Often they allow quite a bit of creative freedom—but there are challenges as well. Flowers delivered on Monday morning must still be looking fresh on Friday. Space and budget may be strictly curtailed. Show us what you could do in a space no bigger than 2’ wide, 3’ high, and 18” deep, using fresh materials that would cost you no more than US $50 to create. The container can be a rental item that

To find out how to enter the contest, just turn the page!


you would switch out from week to week. With your entry, send us a few words about your design.

JANUARY 2017 21

3 simple

design a flower arrangement for a weekly account








Flowers& to enter the


take a picture

of your design on a plain background


email the photo

of your design to us at


theme: W



















we will email you to let you know we’ve received your entry

+ trophy

2nd & 3rd place trophies also awarded

deadline for entries 04/03/17 judged 05/30/17


CREATE A DESIGN FOR A WEEKLY BUSINESS ACCOUNT See the previous page for guidelines on materials and dimensions. Have fun!

TAKE A HIGHRESOLUTION DIGITAL PHOTO Shoot it on a nondistracting background using highest-resolution camera settings.

EMAIL US THE PHOTO Include your name and phone number. Send your entry from the email address associated with your Flowers& subscription (one entry per subscriber). Need to give us that address, or purchase a subscription (as low as $24.95)? It’s easy! Write, call or hit the subscribe link on our website (see page 6 for contact info). Email address for entries and for all inquiries: contest@ flowersandmagazine. com. Deadline for entries: April 3, 2017.

WE WILL EMAIL YOU ONCE WE RECEIVE YOUR ENTRY A panel of expert judges selects 10 finalists, notified by May 30. The finalist entries are featured in the August 2017 issue. Flowers& readers vote to pick the top 3 winners!

By Bruce Wright


Help Wanted

ow do I find, and keep, the committed, qualified workers I need for my business to survive and prosper?

According to a survey last summer by the International Floriculture Expo (IFE), that question is one of the top concerns for floral-industry employers across the board—from growers, manufacturers and importers to wholesale and retail florists. It’s a challenge driven by deeply rooted and widespread economic trends, complicated by the national discussion about immigration and the 24

minimum wage, and one that impacts not only individual businesses but also the future of the industry. Here are a few reflections on the state of employment in the flower business from production to retail. WHO WILL BRING IN THE HARVEST? This challenge starts right at the beginning of the chain: where flowers are grown. In California, the minimum wage is set to increase by $1 each year over the next four years, to $15 an hour by January 1, 2021. Further, growers here and elsewhere face stiff competition from other agricultural employers (including,

now, marijuana farmers) for the same workers. By getting paid for how much she picks rather than by the hour, “a good strawberry picker can earn $15 to $24 per hour instead of $12 when harvesting flowers,” says Doug Cole of D.S. Cole Growers in New Hampshire, chair of the Society of American Florists’ Growers Council (as quoted by An improving economy has already depleted the employment pool available to growers—and that pool may soon shrink further if action is taken to deport immigrant workers, as president-elect Donald Trump has suggested he will do. By some estimates, as many as

half of U.S. agricultural workers are undocumented. The only consolation for U.S. growers may be that as the economy in Colombia has grown, flower farmers there also complain of difficulty in finding, training and keeping skilled, reliable workers.

REACHING OUT TO BUSINESS PROS The floral industry also needs, at many levels, talented young business professionals— tomorrow’s experts in areas like marketing and information technology. So far, the floral industry does not seem to be at top of mind for students and graduates in business programs. Could it be simply because

Perspectives on the floral workforce. cruiting are available online (see links in the Who We Are section) at AN IMAGE MAKEOVER TO ATTRACT SKILLED GRADUATES? Skilled graduates of four-year university horticulture programs may not be knocking down your door asking for jobs—but they do exist. What are they looking for? “I do hear from employers that they have a hard time finding the people they need,” says Bill McKinley AIFD, director of the Benz School of Floral Design in the Department of Horticultural Sciences at Texas A&M University. “My sense is that they want to hire people like our graduates, but think they can’t afford them. And maybe sometimes they’re not willing to ante up, so to speak. But it’s not only salary, it’s what else they can do to attract that employee: a benefits package (even a minimal one), flexible work hours. “I have no trouble filling my classes,” Bill continues. “What many of these students say they want to be is event planners.” He believes that is in part because “students of this generation live and breathe social media. They want to have interaction with what they see there. They don’t realize that events are part of what traditional retail florists also

A lot of people out there want to look in the mirror and say, ‘I’m proud of what I do.’ We want those people working for us.


floral-industry employers have not reached out to them? Enter the Business Internship Program developed in 2015 by the American Floral Endowment, with financial support from Del Demaree, chairman of industry supplier Syndicate Sales and a past chairman of AFE. The program is designed, says Syndicate Sales president Laura Shinall, “to create a greater awareness among business schools across the country of who we in the floriculture industry are and what we can offer. It’s important for business schools to see the floriculture industry as a viable career path… What we learned in the first year offering this program is that many companies have never hosted an intern and were unsure about what it entailed,” Laura continues. The response was to develop an employer resource guide that explains all about it. For more information on the program and the guide, floriculture employers can visit

KEY EMPLOYEES MAKE THE DIFFERENCE “Each level of the supply chain has its own requirements, but the demand for top-flight key employees exists at every level,” says Martin Zahra of Florasearch, a company that provides key employee search services specifically to the horticulture indusltry. “Regardless of the economy, top-flight industry professionals are always hard to hire. It takes more aggressive recruitment to get them into an interview. Many of these people are open to new opportunities but aren’t actively looking. Some don’t even have resumes. “The success of any enterprise depends on the presence of people who take pride and ownership in their work,” Martin continues. “Skills and experience are necessary but not sufficient conditions for success. All areas of our industry (and all industries) share a higher requirement of character and integrity. “While remuneration and benefits are important, so is company culture. Top-flight candidates take pride and ownership over their work. They respond strongly when presented with the opportunity to make a real contribution to a good company.” More valuable insights on re-


PERFORMANCE AND PRODUCTIVITY At Tiger Lily in Charleston, South Carolina, it’s the norm for designer Heather Tharpe to create multiple arrangements at the same time—a very efficient and productive way of working that results in reduced labor costs for owner Manny Gonzales. The strategy makes Heather happy, too—because the more productive she is, the more she gets paid. She keeps a production log as part of a performance-based compensation system that has worked out well for both owner and staff at Tiger Lily— though not without plenty of trial and error, thought and effort. JANUARY 2017 25

Help Wanted

SELLING MORE, SELLING UP Brenda Lancaster is Tiger Lily’s lead customer service rep. Every order is an opportunity for her to receive additional compensation—a “spiff.” Her spiff log is on the clipboard. She’ll turn it in at end of the pay period.


do. If retailers want to hire these graduates, maybe they need to make it clear this can be part of the package.” Another reason event design appeals is that it seems to allow for higher creativity. “I think floral-industry employers often fail to see the value of floral design as a skilled craft and

as an art form,” Bill observes. “They fail to see that customers will pay more for design that reflects that skill and creativity. But also, they fail to see that creative fulfillment can be a motivator for top-notch employees.” How else can floral-industry employers attract the bright young people emerging from horticulture programs with a floral focus? “Try telling them, ‘Come work for me and you can be in charge of my internet, my social media,’ ” Bill suggests. “I have students clamoring to help me with mine.”

ONE RETAILER’S REVOLUTION “When the economy started turning around, the only downside was that we had a harder time finding good, smart, talented, hardworking employees, because they had more opportunities,” says Manny Gonzales of Tiger Lily Florist in Charleston, South Carolina.

“No longer could we hire these people for only $10, $12 an hour. We didn’t want to raise prices. So we got another idea: hire the most productive people you can find and incentivize them to be as productive as possible. “I came out with a model about five years ago that others have customized to their shops,” continues Manny, who is also chair of the Society of American Florists’ Retailers Council. “We pay a designer a flat rate—but she can almost double that with bonuses, based on how much she

designs every day. How can I afford that? Prior to this I had two people doing what one person makes now. I’m saving money and attracting the best people in town to come to work for us. The average order is now higher as well, because we also pay a bonus to the order takers for every order over $100. They can make another $100 a week or more. We’re moving customers from $75 to $125, and they love it. They don’t remember that they paid more, they just know what they got was awesome.” A TEAMWORK MENTALITY “The other thing about this system that’s fantastic is that our employees have begun to think like an owner thinks,” says Manny. “It’s not, ‘How long did I work today?’, it’s ‘How much did I make or sell?’ If you were to ask my employees before how many arrangements they made in a day and how many dollars of sales that represents, they wouldn’t have known. Now, they can tell you to the penny. Now we’re giving each other high fives when someone gets a $300 order. We bought this Chinese gong with a mallet, and we hit it when something great happens. It’s a total sea change. If they’re done with arranging for today and tomorrow, instead of hanging out to kill time, they go home— because they know wasting time will hurt their productivity for the day. “Other florists who have adopted a system of performancebased compensation say the same thing. I will say that every florist has to customize this process for their shop. We do a lot of weddings and events, and there the process is different. We’re fortunate to be in a great market—but in areas with less affluent markets, I would say

it’s even more imperative that you hit your wage margins. The only way to do that is with quality people, and the only way to attract them is with better pay and a sense of ownership and pride.” HOW IT WORKS A performancebased compensation system needs to be customized for any employer who uses one and will likely also need to be adapted to changing circumstances over time, says Manny Gonzales. But how it works at Tiger Lily, in a very condensed version, is this: “For daily designers, we challenge them to make 11 times what they earn. So if they make $100 a day, including payroll taxes—what they cost me—their goal is to create $1100 dollars in designs. Anything over that they get 6 percent.” The system means employees are privy to, and aware of, shop finances as a whole. That works to his advantage, says Manny: “They come to realize these are tight margins and it’s a tough business for an owner. “It’s complicated for the owner to implement a system like this. You have to carve out 10, 15 hours initially to figure out the program. Payroll will take an hour or so longer every pay period. But is that worth the money we save and the other benefits? Absolutely, yes. Most of the record keeping is up to the employees; I spot-check it. “We told our employees, ‘We want to pay you as much as we can.’ At first that was met with skepticism, but when they started getting fat paychecks, those who stuck around became enthusiastic and really proud. Others—those who didn’t want to work that hard—just left. “It comes down to pride. I believe there are a lot of people 28

Help Wanted

AN EMPLOYEE GETS THE LAST WORD We asked one of the designers at Tiger Lily to share her perspective on what she

designer, I enjoy being faced with the challenge of completing the day’s arrangements efficiently and beautifully. When I adhere to Tiger Lily standards by building arrangements that are as close as possible to the ones featured on the website, I feel like I am a part of the community. When I see ‘designer’s choice for $200,’

thinks floral-industry employers can offer to attract and retain the staff they need to be successful. “As an employee, there are certain values that I look for in an employer,” writes Tiger Lily’s Mackenzie Nichols. “These are values that are critical to my growth as a designer. They include community, creativity, and work ethic. What drew me to Tiger Lily was the community of experienced professionals, the creative style of their daily designs, and the full-bodied, atmospheric vision of Tiger Lily Weddings. “When I’m working as a daily

I jump at the chance to throw in premium blooms to produce a creative, artistic piece for the customer. “And the real kicker is that if I work efficiently enough to make as many arrangements as possible in the least amount of time, Tiger Lily management compensates that work ethic by way of their bonus system. Working at Tiger Lily helps me grow in a community, creatively and with a strong work ethic. I work hard every day—but every day I get to see my passion for design showcased. What could be better?” b

HAPPY CAMPERS Giving employees a stake in the business—in effect, treating them like part owners—is a strategy that results in a highly motivated staff that takes pride in their work, Tiger Lily owner Manny Gonzales has found. Customer service rep Brenda Lancaster (at left above) and general manager Donna Nylin (at right) “know it’s all about great service, awesome product and working smart,” says Manny. “We’re all on the same page—with an investment in quality, efficiency and success.”

out there who want to look in the mirror and say, ‘I’m good at what I do, I’m proud of what I do.’ We want those people working for us.”

trends Looking to give your design style and product mix a fresh twist? Floral design by Rich Salvaggio AIFD, AAF, PFCI

Photography by Ron Derhacopian

forest sanctuary

shades of pale earth artifacts 1 january 2012 30


Take inspiration from these evolving market-based themes. For a key to products featured on these pages, see “Where to Buy,� pages 64-65.

urban escape modern craft

dark fantasy

2 january 2012

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urban escape Now in their 20s and 30s, Millennials are style rebels. Nurtured on the internet, with its many diverse channels of influence, they are far from thinking all alike—but they may share a predilection for clean lines and bold graphics reminiscent of Mid-Century Modern. They lead the way in experimenting with unexpected combinations of hue or texture: pale with neon colors, raw with refined materials, or organic with industrial, as in the ensemble at right.

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urban escape Mixed and blended colors make up the Urban Escape palette, ranging from brights to pastels, but mostly somewhere in between. As in the wider world of color trends, coral and peach come to the fore, along with a bright blued pink, russet gold, and color pairings that ought to clash, but somehow don’t. Favored flowers include gerberas, sunflowers, and “old-fashioned” flowers that a new generation sees with fresh eyes.

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modern craft In a marketplace flooded with cheap manufactured goods, is it any wonder people treasure anew the uniquely handmade? Etsy feeds the appetite for crafted items with nostalgic appeal and contemporary style. Denim, jute, cotton lace and macrame, buttons, beads and cleverly recycled materials are all part of the trend, along with handmade soap and artisanal beer. Flowers are natural companions to this impulse toward the organic and authentic.

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modern craft Handcrafted items have a way of blending worn and faded colors with bright, freshly dyed hues that has a charm all its own. The color and texture of old rope, ivory lace or bleached wood stands in pleasing contrast to petals or threads in denim or robin’s egg blue, rich persimmon or orchid purple. Summer field flowers and unpretentious, standard florist flowers serve well to complement plain and honest craftsmanship.

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forest sanctuary The latest version of the eco-trend ties green living into wellness. From Japan comes the concept of shinrin-yoku or “forest bathing”—the idea that taking a walk in the woods can bring health benefits, both mental and physical. It ties right in with the trend to “biophilic” design, which seeks to reconnect people with the natural environment. Studies confirm that certain indoor plants help to purify the air. Living walls, large or small, epitomize the trend.

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forest sanctuary Along with several shades of green, from sea-green to olive and chartreuse, not to mention forest green, the palette for biophilic design often features barky and reddish browns, purples from pale violet to puce, sky blue, light woodtones and pebble grays. Succulents, tillandsias, ferns, woodsy orchids, and all kinds of draping vines are naturals for this look, along with moss, bark, and stone, integrated with cool white walls and planters.

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dark fantasy The wildly popular television series

Game of Thrones is just one sign of a renewed fascination with a gothic style that is part medieval, part baroque, part sci-fi, but always dramatic and emotional, blending the pre-industrial past with the apocalyptic future. The style is both luxurious and raw, richly ornamented and primitive. Think demons, dragons, gleaming gold and fretted iron, candlelight and mystery, mayhem and magic!

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dark fantasy Across the board, gold is coming back into its own, but nowhere so much so as in the Dark Fantasy storyline, where metallic textures dominate along with rich, saturated colors like oxblood and aubergine. Acid green and dusky pink belong here as well. Flowers include roses and rose hips, dark purple lilies, poppy pods, old-time garden flowers like hellebores and fritillaries, and intriguing oddities like the spiky spheres of ‘Moby Dick’ asclepias. JANUARY 2017 47

shades of pale White has always been a stylish foundation for dramatic looks in fashion and dÊcor, especially in contemporary design, often edged and accented with black. Today we’re seeing white as more important than ever, but in a layered, diffused spectrum of warm and soft whites, ranging to cream and ivory, ecru and parchment. Likewise, black accents can be smoky, mixed with navy, brown or purple, bringing subtle contrasts to the fore.

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shades of pale Soothing and serene, a pale background can serve as the setting for pops of bright colors—or for subtle tints that both contrast and blend with a misty-white environment. Currently in vogue are dusky pinks and violets, pale greens and blues, or even muted metallics. White flowers, always elegant, also mix beautifully with blush tints and dark or light branches; dark leafy green becomes the neutral that shows a range of whites to advantage.

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earth artifacts Sophisticated design and a high level of craftsmanship make it possible for products from different cultures to mingle freely with each other and with their modern derivatives in a rich, eclectic and resonant style. Pottery, metal and carved and woven crafts speak both of traditional techniques and of the human touch. Geometric patterns range from clean to complex; common to all of these objects is a tactile visual texture.

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earth artifacts In this latest iteration of a style trend influenced by global and Third-World crafts, the bright colors of the tropics are balanced with darker and softer, muted tones. These give the palette an easy-to-live-with foundation. Earth tones and warm citrus hues play well with deep, purplish carmine red; muted, grayed-down chambray blue; and a bright, light green. Palm leaves and grasses complement tropical flowers of many hues.

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design tech


Floral design by Tim Farrell AIFD, AAF, PFCI

Photography by Ron Derhacopian

Sequencing & Gluing In floral design as in any art form, a technique is a means to an end. The more techniques you know, the more options and ideas you have at your disposal. In this year’s Design Tech series, Tim Farrell AIFD, AAF, PFCI, explores the many techniques defined, explained, illustrated and related to other floral-design terms and concepts in The AIFD Guide to Floral Design— beginning this month with sequencing and gluing. Sequencing is “the process of placing flowers or other materials in an orderly succession, with a gradual shift of some aspect, such as color (lightest to darkest), size (smallest to largest), or spacing between them. Sequencing can be utilized to achieve transition as well as rhythm”—two of the fundamental principles of design. Here, color is sequenced in both brightness and hue—from the bright red of the roses, the anthuriums, and the chains made of cable ties to the dull, bluish red of hanging amaranthus, the purplish pink of the gloriosas, and the medium purple of the phalaenopsis orchid blooms. The blooms themselves are sequenced in size as they cascade, from larger to slightly


Design techniques from The AIFD Guide to Floral Design,

smaller, just as they would appear on the natural stem. Notice the effect of visual movement within the design (“rhythm”). The feeling of movement is rendered easy and smooth by means of gradual transition. At the same time, this design employs delightful contrast of texture between the shiny cable ties and the fuzzy amaranthus. The texture contrast is all the more evident because the two materials, both cascading, are closely related in hue. Gluing is, of course, “the process of securing or attaching one material to another by means of an adhesive.” The phalaenopsis blooms can be attached to the chains of mini cable ties in one of two ways: the orchids can be glued on using UGlu and snippets of purple ribbon for a backing, as seen above, or the cable ties can be adjusted to fit mini water tubes into place. Which technique you use depends on how long you need the design to last: gluing gives a more delicate effect, but the blooms will remain fresh longer in water tubes. Look for more design techniques with Tim next month and all year long! b

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JANUARY 2017 57

Small& Thriving A photo gallery of three fashionable flower boutiques in Amsterdam. Text and photography by Bruce Wright The challenges of being a retail florist in Holland are in some ways different from those faced by florists in the United States, in others remarkably the same. The Netherlands today remains the world’s top supplier of cut flowers—which means that local florists have access to a bountiful and efficient supply chain. Likewise, Dutch consumers have a long history and tradition of purchasing flowers for everyday enjoyment. Nonetheless, Dutch flower shops have to contend with competition from supermarkets and street vendors—a trend that started there at least 30 years ago, even earlier than in the U.S., according to Dutchborn designer, author and educator René van Rems AIFD (now based in southern California). “When I was going to school in Amsterdam there was a flower shop on every corner,” he says. “Then the mass market and the bucket stands came in, and a lot of flower shops went out of business,” starting in the late eighties and early nineties. Amsterdam and other Dutch cities, however, are still home to some of the 58

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world’s most charming flower shops. How do they survive? Like many American florists, they have diversified, though not always in the same way. Last June Flowers& had the opportunity to visit three boutiques in Amsterdam’s central-city canal district. High rents and historic buildings mean that each of these shops does business out of a long, narrow shopfront, tiny compared to a typical American flower shop. Still, each of them sells vases and sometimes other decorative objects along with flowers and plants. More important is the diversification of floral products and services. Although beautifully merchandised, Dutch shops like these rely very little on walk-in trade. Rather, they typically service weekly commercial and residential accounts, provide flowers for weddings and other events, and may also offer interior decorating and design with an emphasis on urban gardens. Indeed, you can see that specimen plants play a special role in the niche these florists have carved for themselves. The other critical competitive factor is the inventory they carry of specialty cut flowers, from petal-packed garden roses to nodding martagon lilies. Plants, flowers and accessories come together in artful merchandising to make each of these shops a delightful destination. Prinselijk Gebonden The name suggests hand-tied bouquets fit for a prince (it might also reference the nearby Prinsengracht, or Princes’ Canal). “As a florist and someone obsessed with food, I think it’s important to work with flowers of the season,” says owner Frank Faber, who has worked in flower shops since the age of 14. He opened Prinselijk Gebonden relatively recently, in 2010. Flowers are purchased three times a week at the auction nearby in Aalsmeer. “Every flower we buy, we want first to see, feel and smell it to insure the quality,” says Frank. “We need to find it beautiful ourselves, otherwise we don’t sell it.” JANUARY 2017 59

Small& Thriving 60

Menno Kroon The exquisite “concept store” on Amsterdam’s stylish Cornelis Schuytstraat is just one outpost of internationally known designer Menno Kroon’s empire; he also hosts upscale events at his flower farm in Cothen, a picturesque town about an hour’s drive away. After three years of working with another famous Dutch florist, Marcel Wolterinck, Menno opened his Amsterdam shop in 1996. From the start, he was known for a vision that went beyond flowers and plants to the creation of “living interiors—design for a homeworld that calms and energizes.”

JANUARY 2017 61

Small& Thriving Pompon On the Prinsengracht (Princes’ Canal) in Amsterdam’s artsy, trendy Jordaan district, Pompon has been famous for its hand-tied bouquets for over 40 years. Catering to customers who seek out the uncommon in flowers, plants, and accessories, the shop offers a range of services extending to exclusive garden plants and trees and the decoration of rooftop terraces. Above, eager young customers wait for a handtied bouquet; at far right, premade hand-tied bouquets are ready for sale. At near right, martagon lilies spread their petals, just above eye level. 62

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 9-11, Santa Barbara, CA Florabundance Inspirational Design Days. Visit

January 10-12, Long Beach, CA The Special Event, Long Beach Convention Center. Visit

January 18-20, Fort Lauderdale, FL Tropical Plant Industry Exhibition (TPIE), Broward County Convention Center. Contact the Florida Nursery, Growers and Landscape Association at 800-375-3642 or visit

October 20-25, Hermanus, South Africa

April 19, Columbia, MO

“Master of Masters in Floral Design” Certification Seminar with Gregor Lersch, Bona Dea Private Estate. Contact Clair Rossiter at or visit

Lewis & Clark Unit, Everyday Designs with Vonda LaFever, Tiger Garden. Contact Joe Thomasson at 314-972-7836 or

November 8-10, Vijfhuizen, The Netherlands International Floriculture & Horticulture Trade Fair (IFTF), Expo Haarlemmermeer. Visit

June 30-July 5, 2018, Washington, DC National AIFD Symposium 2018, Washington Marriott Wardman Park. Call the American Institute of Floral Designers at 410-752-3318 or visit

March 3-5, Grand Rapids, MI

Christmasworld, including the new Floradecora. Visit

March 13-14, Washington, DC

March 12, Pierre, SD

IPM Essen, Messe Essen. Visit

January 27-31, Frankfurt am Main, Germany

Congressional Action Days. Conference hotel: Ritz-Carlton Pentagon City, Arlington, VA. Call the Society of American Florists at 800-336-4743 or visit

March 22-24, Las Vegas, NV

March 3-5, Springfield, MA Northeast Floral Expo, Sheraton Springfield Monarch Place Hotel. Call the Connecticut Florists Association at 203-268-9000 or visit

South Central Region January 25, Corpus Christi, TX

Central Region Great Lakes Floral Expo, program includes a hands-on wedding workshop 3/4 and everyday designs program 3/5, both with Tom Bowling, Amway Grand Plaza Hotel and DeVos Place Convention Center. Call the Michigan Floral Association at 517-575-0110 or visit

January 24-27, Essen, Germany

Northeast Region

South Dakota State Florists Association, program includes Floral Rhythm with Kevin Ylvisaker, Ramkota Inn and Convention Center. Contact Chad Kruse at 604-854-3773 or

Texas Floral Showcase, Emerald Beach Hotel. Call the Texas State Florists’ Association at 512834-0361 or visit

March 12, Opelousas, LA Louisiana State Florists Association, with a design program by Tom Bowling, Evangeline Downs Racetrack & Casino. Contact Annie Taylor at 337234-1421 or

April 2, Kensett, AR Arkansas Unit, Sympathy Designs with permanent botanicals with Kevin Ylvisaker, Betty’s Wholesale. Contact Kay Schlaefli at 479-7833210 or

Southeast Region

World Floral Expo. Visit

March 15, Cleveland, OH

June 13-15, Chicago, IL

Ohio Buckeye Unit, Wedding Designs with Hitomi Gilliam, Nordlie Wholesale. Contact Liz Stocker at 330-364-5521 or

Georgia State Florists Association, program includes Parties with Rich Salvaggio, Macon Coliseum Center. Contact Sherry Moon at 404233-4446 or

March 24-26, Wisconsin Dells, WI

March 26, Roanoke, VA

International Floriculture Expo, McCormick Place. Visit

July 1-5, Seattle, WA National AIFD Symposium, Sheraton Seattle. Call the American Institute of Floral Designers at 410-752-3318 or visit

August 9-17, Carlsbad, CA Fun ’N Sun Convention, Park Hyatt Aviara Resort. Call CalFlowers (the California Association of Flower Growers and Shippers) at 831-479-4912 or visit

WUMFA Convention, program includes hands-on workshop (3/25) and design program (3/26) with Joyce Mason-Monheim, Chula Vista Resort. Call the Wisconsin & Upper Michigan Florists Association at 844-400-9554 or visit

March 26, Decatur, IL

SAF Annual Convention, The Breakers. Call the Society of American Florists at 800-336-4743 or visit

Illinois State Florists Association, program includes Everyday Designs with Helen Miller, Decatur Conference Center & Hotel. Contact Adam Havrilla at 773-596-9006 or adam@

October 4-7, Bogotá, Colombia

April 2, West Baden Spring, IN

September 6-9, Palm Beach, FL

Proflora 2017, Corferias Convention Center. Contact the Association of Colombian Flower Exporters (Asocolflores) at proflora@asocolflores. org or visit

Indiana Unit, Weddings Designs with Jenny Thomasson, Legend of French Lick. Contact Lana Hale at 765-481-8663 or

March 12, Macon, GA

Blue Ridge Unit, Spring Holidays with Kevin Ylvisaker, TFS Roanoke. Contact Karen Peery at 540-309-6146 or

April 2, Bridgeport, WV West Virginia Unit, Sympathy Design Program, Wholesale House of Flowers. Call Sheila Larew at 304-265-4260.

Western Region January 9-11, Santa Barbara, CA Florabundance Inspirational Design Days. Visit

March 7, Santa Monica, CA Los Angeles Coastal Counties Unit, Spring Holidays program, Santa Monica Elks Club. Call Ben Lee at 626-393-8370.

JANUARY 2017 63

where to buy For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, 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.

Seaglass Votive (upper right), Plus One. Taffeta Glow 2½-inch wired-edge ribbon in Watermelon color (on the Gathered Vase) and Touch Mono ribbons in Green Grass, Gold, and Burgundy, Reliant Ribbon.


Goddess Vase, Accent Décor. Oasis Floral Mesh in gold, Smithers-Oasis.



pages 8-9

pages 40-41

Grecian Urn, G3 Garcia Group Glass.

DESIGN TEC H , page 56-57

Artsi Vase, Accent Décor.

TRENDS 2 0 1 7 , pages 30-55

MODERN CRAFT, pages 36-37

Raw Jute (on spools) and lace ribbon (on glazed terra-cotta pots), Smithers-Oasis. Denim Checked-Edge four-inch ribbon, Reliant Ribbon. Rectangular Wood Drawer Tray with Stand, Giftwares Co. via Pete Garcia Company.

URBAN ESCAPE, pages 32-33

Lelay Pot (hanging from thin leather straps) and Grapevine Chandelier, Accent Décor. Photo (page 40, center left) of frame with preserved foliage courtesy of ByNatureDesign, Photos of crocus and muscari in vases and (bottom center) selaginella mounds on ceramic plate courtesy of Floradania, Aspidistra Ti Leaf floral ribbon in deep red color (on rectangular glass vase with vanda orchids, bottom left), Harvest Import. Zinc Wall Planters, Wood Décor Reclaimed Lumber Piece and Table, and assorted faux succulents, Pioneer Imports. Spring Green Balls, Plus One.


Taupe Lounge Pot (with blue and taupe stripes), Syndicate Sales. Deux Candleholders (in gold and cement), Accent Décor.

URBAN ESCAPE, pages 34-35

Gathered Vase in Aegean Frost and Oval Bubble Vase in Pink Champagne (with flowers), Modern Cork Cylinder and Lula Vase in Aegean Pearl, Syndicate Sales. Two-tone (frosted and textured)


Lelay Pot (hanging from thin leather straps) and Maude Vases (asymmetrically cut glass bowls with a light wood base), Accent Décor. Photo of chlorophytum in blue bowl (bottom right) courtesy of Floradania,

pages 44-45

MODERN CRAFT, pages 38-39

Natural Rope Square, Syndicate Sales. Blue Tie-dyed Linen Ribbon, Harvest Import. Triple Whitewash Vintage Drawer, Syndicate Sales.


White Ceramic Raised Contoured Bowl (on page 42), Vasesource. Moss ribbon, Knud Nielsen. Photo of frame with preserved foliage courtesy of ByNatureDesign,

Egyptian Vase (gold sphere with circular openings), Adel Pot (bronze ceramic with wavy detailing, page 44 top center), Yelena Vase (bronze-finish bud vase with geometric shape), and Goddess Vase (on page 55, hung with caged purple asparagus), Accent Décor. Antique Brass Vase (page 44, upper right), Jamali. Synthetic raffia in gold and two-tone gold and deep red, Harvest Import. Love’s Passion ruby blown-glass vase, Teleflora. Oasis Wire Armature (used as a grid with Love’s Passion vase), Oasis Etched Wire in gold, and Oasis Floral Mesh in gold (used to cage purple asparagus), Smithers-Oasis.

F e at u r e d Suppliers Accent Décor, Inc. Call 770-346-0707 or visit G3 Garcia Group Glass. Call 800-241-3733 or visit Harvest Import. Call 949-833-7738 or visit

EARTH ARTIFACTS, pages 52-53

Yoruba Pots, Belen Baskets, Tribal Planter, and Machu Pot, Accent Décor. Indian Paintbrush (dramatic red dried flowers) and Oceana Palm Leaves, Knud Nielsen.



Luxor Urn (page 46), Antler Bowl (with beets, limes, and purple asparagus), and Prudence Candleholders (with mercury glass panes and brass frames), Accent Décor. Le Fleur rectangular candle tower with hanging votive holders inside, and Dimple and Marrakesh votive holders, Plus One. Candle Artisans pillar candles in Copper, Gold, Metallic Purple and Metallic Red, Pete Garcia Company. Sequin Wrap, Smithers-Oasis.

White and black mitsumata and Pottery Vases (white with light tan lip), Accent Décor.

pages 46-47

Knud Nielsen. Call 800-633-1682 or visit Pete Garcia Company. Call 800-241-3733 or visit

pages 50-51

Pioneer Imports & Wholesale. Call 888-234-5400 or visit Plus One Imports/A Division of the Garcia Group. Call 800-241-3733 or visit Reliant Ribbon. Call 800-886-2697 or visit Sandtastik. Call 800-845-3845 or visit

SHADES OF PALE, pages 48-49

Linen Touch Mono ribbons in white and black and Jumbo Raceway Check wire-edge ribbon in black and white, Reliant Ribbon. Clear Glass Terrarium and Whale White Pot, Vasesource. Floral Sand (in terrarium) in tan color, Sandtastik. Transparent Oak in white (in white pot, page 48) and Sable Palm Leaves and Sarracenia Deluxe (page 49), Knud Nielsen. Meryl Vase (trumpet vase with elevated tray in champagne color), Accent Décor. Berry Wreath in cream color, Pioneer Imports. Spring Green Ball, Plus One. Leaf ribbon, Harvest Import.

Jamali Garden and Floral Supply. Call 212-979-0108 or visit

Smithers-Oasis. Call 800-321-8286 or visit Syndicate Sales. Call 800-428-0515 or visit Teleflora. Call 800-333-0205 or visit

EARTH ARTIFACTS, pages 54-55

Chari Baskets, Accent Décor. Teak Bowl, Jamali. Jute Cloth and Bellani Balls, Knud Nielsen.

Vasesource. Call 718-752-0424 or visit

JANUARY 2017 65

wholesaler connection

emporium accessories

Flowers& magazine distributors Arizona Phoenix The Roy Houff Company

Kansas wichita Valley Floral Company

California Fresno Designer Flower Center Inglewood American Magazines & Books Oakland Piazza International Floral Sacramento Flora Fresh San Diego San Diego Florist Supplies Santa Rosa Sequoia Floral International

Kentucky Louisville The Roy Houff Company

Florida PENSACOLA American Floral Wholesale of Pensacola Carlstedt’s, LLC

Louisiana Lafayette Louisiana Wholesale Florists Massachusetts Boston Jacobson Floral Supply

PENNSYLVANIA Pittsburgh Keystone Ribbon & Floral Pittsburgh Cut Flower Company SOUTH DAKOTA SIOUX FALLS North American Wholesale Florist, Inc. Tennessee Nashville The Roy Houff Company

Michigan Warren Nordlie, Inc.

Virginia Norfolk The Roy Houff Company Richmond The Roy Houff Company

Minnesota Minneapolis Koehler and Dramm

Washington Tacoma Washington Floral Service

Georgia omega Hornbuckle Wholesale Florist

missouri st louis LaSalle Wholesale Florist

canada burnaby, bc United Floral Inc.

hawaii honolulu Flora-Dec Sales

New York Campbell Hall Alders Wholesale Florist

malaysia selangor Worldwide Floral Services

Illinois Chicago The Roy Houff Company Milan Bonnett Wholesale Florist Normal The Roy Houff Company

Ohio dayton Nordlie, Inc. North Canton Canton Wholesale Floral

singapore Worldwide Floral Services

Wheeling The Roy Houff Company

OREGON PORTLAND Floral Design Institute

makes it easy to add water or flower-food solution to arrangements, with no spills, no mess. Result: happy customers and repeat sales! We can customize this product with your shop info!

888-843-4312 See our YouTube video. b u s i ne s s f o r s a le

WASHINGTON DC FLOWER SHOP High end flower and gift shop for sale.

Located in affluent shopping area. Great opportunity for someone interested in aprofitable, reputable business. Prefer the owner be the hands-on operator with great customer service experience. Internet experienced owner can develop a new website that could generate additional annual revenue. Current sales (June 2015-May 2016) $714,268.00. Owner takes six figure salary plus bonus & insurance. 4 full time employees (including owner). 5-part time employees. Exact location will remain confidential until deemed appropriate to reveal. Owner is retiring and the business is listed by the owner. No broker or broker fees. Send email to

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:


advertiser links e q u i pment Refrigerators For Flowers

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

The #1 Selling

Flower Stem Cleaning Machine Established 1962

WHIZ STRIP 661-702-1977 s c h ool s

Advertisers’ websites are hyperlinked on the Flowers& website. Go to and click on “Advertisers in This Issue.”

Accent Décor, Inc. 770-346-0707 American Institute of Floral Designers (AIFD) 410-752-3318


Design Master Color Tool 800-525-2644


Dollar Tree Direct 877-530-TREE (8733) Floral Deliver Ease 877-740-3273

emporium For rates and info, call

Peter Lymbertos at 800-421-4921


Harvest Import 949-833-7738


Knud Nielsen 800-633-1682


Pioneer Imports & Wholesale 888-234-5400

Advertise in

inside back cover

Garcia Group Glass / A Division of the Garcia Group back cover 800-241-3733

Nashville Wraps, LLC 800-547-9727

Portland, Oregon




Reliant Ribbon 800-886-2697


Royal Flowers 800-977-4483


Sandtastik Products 800-845-3845




Seminole 800-638-3378


Smithers-Oasis 800-321-8286


Syndicate Sales 800-428-0515 Teleflora 800-333-0205 Vase Valet 316-747-2579

inside front cover

20, 29


january 2017 67

what’s in store

HAPPIER FLOWERS AND CUSTOMERS With its lightweight funnel and tube, the Bokaystik™ allows water to be added to any bouquet easily, without spillage— resulting in longer-lasting flowers. The funnel also can accommodate a message or business card—and the Bokaystik™ itself (developed by a florist) can be customized with your shop info. Visit

LAVISH CURVES Blown glass is the only medium that could produce a vase this elegant in form and rich in hue. Playing off the success of Teleflora’s Luxurious Lavender vase for Mother’s Day 2016, the Love’s Passion vase easily accommodates two dozen roses or any generous mixed bouquet. Call 800-333-0205 or visit EVEN BETTER TOGETHER One way to make the most of high-quality ribbons is to combine patterns with complementary solid hues. Seen here, Reliant Ribbon’s new Cathedral Ceiling wire-edge ribbon features a mosaic print. It’s beautifully underscored with Linen Touch Mono ribbons— available in a range of hues, with a slight sheen to enhance the elegant look of linen and with monofilament in the edges to keep a rounded bow loop. Call 800-886-2697 or visit


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