Flowers& MARCH 2013 $5.50
Sell more, do more with advance-prep design inspiration Pgs 26, 40
features MARCH 2013
29th Annual Flowers& Design Contest Are you ready for “The Second Time Around”?
Making It Special for Mom Designs enhanced with custom details, prepared in advance. Floral design by Joyce Mason-Monheim AIFD, PFCI, AZMF Photography by Ron Derhacopian
Just Add Flowers
On the Cover
Do-ahead ideas for the perfect prom ensemble. Floral design by Vonda LaFever AIFD, PFCI Photography by Ron Derhacopian
Dahlias, succulents, and pink ‘Ballet’ roses offer contrasting colors and harmonizing forms, in a pot embellished in advance with reindeer moss and wired wool. For more Mother’s Day designs by Joyce MasonMonheim, turn to page 26.
Prom Fashion Trends 2013 It all starts with the dress. By Jane Fort, Editor of TeenPROM
4 MARCH 2013
Focus on Design A Special Bouquet for Mom or Prom By Rich Salvaggio AIFD, AAF, PFCI
Creative Edge Product Series: Craft Yarn By Hitomi Gilliam AIFD
Shop Profile Stems, Florissant, Missouri By Marianne Cotter
Creative Containers for Spring Bulbs By Joan Stam
Net Effects Reaching Teens with Social Media By Sarah Botchick
Fresh Focus Anthuriums By Bill McKinley AIFD and Bruce Wright
What’s in Store
Where to Buy
13 Flowers& Volume 34, Number 3 (ISSN 0199-4751). Published monthly by Teleflora, 11444 W. Olympic Blvd., Los Angeles, CA 90064, 800-321-2665, fax 310-966-3610. Subscription rates: U.S., 1 year, $66.00. Canada, 1 year, $90.00 (US currency only); Canadian GST registration number R127851293. Other foreign countries, 1 year, $102.00 (US currency only). Single issues, $5.50 each prepaid. Periodicals postage paid at Los Angeles, Calif., and at additional mailing offices. Postmaster: Send address changes to Flowers&, PO Box 16029, North Hollywood, CA 91615-9871. Copyright
6 MARCH 2013
2013 by Teleflora. Printed in U.S.A.
Pick 2 Increase Sales by 20%
Increase Salary and Profit to 20%
What you have now
focus on design Floral design by Rich Salvaggio AIFD, AAF, PFCI
Photography by Ron Derhacopian
For product information, see Where to Buy, page 66.
Mom or prom? A hand-tied bouquet that can be dropped into a vase covers both occasions. 1
It’s always a challenge to meet the demands of Mother’s Day and prom season when they come so close together. But a pretty handtied bouquet—in a vase for Mom, or finished off with a stem wrap for the prom—can serve for either one. This bouquet offers a layered look created with decorative components that can be crafted well ahead of the busy holiday. 1. Make a collar for the bouquet by covering a cardboard ribbon flange with ribbon, leaving the center hole open for stem insertions. 2. Add sheer ribbon and bullion wire, which has been enhanced with beads and rings obtained by cutting apart a Fitz Design bracelet. Using these elements creates coordination with the bracelet itself, which can be used to enhance the vase for the Mother’s Day bouquet or for a coordinating wrist corsage for prom. Make a second collar like the first, but in a slightly smaller size. Using two collars gives added depth and more do-ahead decorative value. 3. To make the bouquet, start by inserting stems first through the smaller of the two collars, which will go on top. Bind the stems below, which makes it easy to insert the whole stem bundle through the lower collar. ar.
12 12 www.flowersandmagazine.com www.flowersandmagazine.com ne.com
4 4. Add flowers unevenly to the larger, lower collar, with more substantial flowers to the back, so that when you combine the two parts of the bouquet, the top collar will tilt forward. For Mom, place the completed hand-tied bouquet in a clear vase that has been decorated with matching braceletsâ€”a keepsake gift. 5. For prom, take the bouquet out of the vase, dry the stems and add a ribbon wrap to the stem bundle. b
MARCH 2013 13
creative edge Floral design by Hitomi Gilliam AIFD
Photography by Philippe Martin-Morice
If you look at the selection of craft yarn available today, you will find an incredible range of gorgeous colors and sensuous textures, which can bring warmth and visual interest to floral designs. Here flexible willow whips are used to stretch, support and display various yarns in such a way that they mingle with the flowers but do not wick water from the water source.
Grid Yarn can be used to create a design grid by wrapping it around a circular frame made with willow whips and Bind Wire. Here the willow circle is randomly wrapped with Flamenco yarn (in a lime color) and Flaunt yarn (in turquoise). Flower stems are inserted into the vase through the grid, which holds them in place. UGlu Dashes can also be used to secure the positioning of floral materials, by attaching them directly to the grid. Two medallions, created by wrapping Flaunt yarn over cardboard discs, add extra complementing color in the area of focal emphasis. 14 www.flowersandmagazine.com
Loops Looping lines are created using three quite different materials: lily grass, strips of craft foam, and willow whips that have been wrapped in Flamenco yarn, which has a delightful nubbly texture in contrast to the smooth lily grass and foam. To begin, rolled craft foam sheets of varied widths are wedged loosely inside the glass cylinder. The foam sheets are also wrapped around the outside of the cylinder, where they conceal water tubes. Flower stems are inserted between the foam sheets, both inside the cylinder and into the water tubes.
Armature With its readymade stripes, zebra yarn offers an extraordinary accent material. Here it is attached to the willow whips in various ways, so that it sometimes follows the long curve of the willow, sometimes caterpillars around it. The rectangular planter is loosely filled with layered strips of brown craft foam; all stems of flowers, foliage and willow are inserted into the spaces between the foam strips. b
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The Second Time Around 29th Annual Flowers& Design Contest Or it could be the third, or fourth… but however many times she’s been married before, the “encore” bride wants—and deserves— a beautiful bouquet. It may be somewhat more modest, designed to complement
HOW TO ENTER Send a photo of a design that expresses this year’s theme, “The Second Time Around.” The design must feature fresh flowers primarily. The wholesale cost of materials must not exceed $50. So that we can see the bouquet closer up in the photo, it should be no more than three feet tall or long by three feet wide or deep. Make sure the entire bouquet is visible within the frame of the photo.
MORE ABOUT THE PHOTO
ever qualities express
We suggest you photograph your bouquet on a simple stand (available from your local wholesaler) against a plain, neutral background. Do not include props or persons in the photo. Send only one photo. Do not mount the photo, and do not write your name or address on the back. The photo may be either a digital photo or a high-quality print, at least 5 by 7 inches. Digital photos must be taken at a high resolution and should be sent on a CD; digital photos must also be accompanied by a print, one with good color accuracy. Please call us with any questions at 800321-2654, extension 3590.
the encore bride’s own style
SUBMITTING YOUR MATERIALS
a simpler gown. But there’s no reason why the bridal bouquet that stars in a second wedding should be any less elegant, romantic, and sophisticated—or what-
Each entry must be accompanied by a fully completed entry card (at right). Photocopies of the entry card will be accepted. Only one submission per contestant is allowed. Sorry, we are unable to acknowledge receipt of each entry. All photographs become property of Flowers& and will not be returned. Send to: Flowers& Design Contest, 11444 West Olympic Blvd., Los Angeles, CA 90064.
JUDGING Winners will be selected through two phases of judging: Phase 1 A preliminary screening by a panel of expert judges determines the 10 finalists. Entries are judged anonymously, according to the originality, color harmony, balance, mechanics, and overall design of each arrangement as well as on how well they meet the requirements of this year’s theme. Finalists are notified of their status as such by May 30. Phase 2 The original photographs of the top 10 entries are featured in the August issue of Flowers&. Once again, the designers’ identities are not revealed. Voting by number, the magazine’s readers choose the first-, second-, and third-place winners from the 10 finalists’ designs, using a postage-paid ballot card included with the August issue. The winners are announced in the November 2013 issue of Flowers&.
DEADLINE Entries must be postmarked by Saturday, March 30, 2013.
shop profile By Marianne Cotter
Photography by Pam’s Photography
Long live the fullservice, mom-and-pop shop with adventurous design. IF YOU ASK Jenny Thomasson for her opinion on how to succeed as a florist today, she might say that one key strategy is to avoid becoming overspecialized. “I think it’s very important for us as florists not to put ourselves in boxes,” she says. “If we decide we’re not going to do everyday arrangements anymore, we are going to lose this great business of ours. Customers will gravitate even more towards buying online and forgo the great sensual experience you can only get in a flower shop.” Also at risk are the personal bonds that grow between florist and customer during the in-shop experience—bonds that often lead 18 www.flowersandmagazine.com
to larger orders and profitable referrals. “So often the customers who rely on us for everyday arrangements are the same customers who enthusiastically refer us to the recently engaged,” says Jenny. Jenny’s passion for the full-service, momand-pop flower shop goes back to the early days when she discovered her love for the business. She was a college kid studying graphic design when she took a part-time job in a flower shop. “After one month I knew that this was what I wanted to do for the rest of my life,” she recalls. “I worked at three independent flower shops and the last one was a second-generation shop. I learned so much from the older generation. They opened during the Great Depression—even more difficult economic times than we face today—and grew a business that has survived. It showed me that flowers will always have a place in our lives no matter how hard times are.” By 2004, after a year of planning, Jenny was ready to start her own shop. But that
Since 2009, Stems has occupied a brick building in the historic city of Florissant, Missouri, where the shop’s contemporary style creates a fusion of old and new. wasn’t all. “My husband and I got married, bought a house, had a baby, and opened a flower shop, all in the same year,” she explains. “People ask us how we did it. ‘Entrepreneurs gone crazy!’ we say.” With mom Kim Brannan as co-owner and husband Joe as chief moral support officer (still working his own job), Jenny initially ran the business by herself—baby on hip, flowers and foam in hand—always focused on growing into a true mom-and-pop shop. “When Stems turned five years old,” Jenny says, “the business had grown so much that I couldn’t do it myself anymore.” So Joe quit his assistant manager job at Barnes and Noble and came on full-time to handle the business end; his retail experience was a much-appreciated
Stems asset. The mom-and-pop shop had become a reality. Today, Jenny and Joe are the everyday faces of Stems, welcoming customers, taking phone calls, sitting down for consultations and pitching in everywhere. The couple’s availability and hospitality is a working model of what the local flower shop should be—a place to come where you talk with the owners, get personal attention and feel connected to the business that you are supporting. Kim, who does not work daily in the shop, became the social media marketing guru, handling email blasts and the shop’s Facebook page and doing the analytics to sharpen marketing efforts. “She’s really amazing,” says Jenny. “She’ll post pictures of new flowers or plants that just came into the store and say, ‘Wow, look at this.’ ” People respond, get involved, and forward information on to their friends and family, creating referrals. “When we do weddings, she’ll post the photography and soon-to-be brides will say, ‘I really love to see the pictures of the bouquets. I can’t wait to see mine up there too!’ ” When Jenny participated in a Color Run event, Kim posted the photos on Facebook, which spurred customers-turned-friends to post supportive comments. “It’s important to keep the personal connection fresh in people’s minds,” says Kim. “It’s about more than business.” The shop maintains two websites: www.stems4flowers.com for its e-commerce customer base, and www.stems4weddings.com, which allows the shop to feature its wedding and special event work.
No job too small Jenny finds that being full service is a great hedge against a slow economy. While Stems has grown every year since opening, some of its referral business comes from taking the small jobs other florists might turn down and As in every flower shop, teamwork makes the difference: Joe handles the business end and Jenny provides the passion for design and service, while Kim connects with customers via social media marketing.
Stems Florissant (St. Louis), Missouri Co-owners: Jenny Thomasson AIFD, CFD, Joe Thomasson, Kim Brannan Niche: Full service and wedding specialist Employees: 2 full-time, 4 part-time Square feet: 3600 www.stems4flowers.com
then building that relationship into a referralmaking customer. “I’m not one who says, ‘I don’t do that,’ ” Jenny insists. “We are full service, 100 percent. I don’t have a budget limit. If someone wants me to wrap up a single rose, I will wrap up a single rose and make it memorable. Every flower matters. We have to be here for the people who want a single stem for the side table because when they need a bigger floral purchase they will think of us.” The same is true of weddings. “If a bride comes in with $100 budget and asks if we can do a bouquet and boutonniere, we say, ‘Absolutely!’ ” says Jenny. “Then we exceed expectations and look for referrals. Much of our business comes from referrals and we get lots. We often show up for wedding parties and I can say hello to the majority of the bridesmaids because I have done their weddings too. It is a nice feeling when you have prior brides coming in for their friends’ consultations; they had so much fun at their own they almost want to do it again,” says Jenny. To complete the relationship circle, wedding deliveries from Stems are handled exclusively by Jenny, Joe, or Kim. “The delivery to the bride and her family is just as important as the spectacular flowers,” says Jenny. “We provide a total experience from consultation to delivery.” Doing top-quality work for all customers, large and small, can pay off in big profits, as Jenny found out recently. “A corporate client, who was using a number of different florists for different types of events, called and asked us to contribute a sample of our work for a very modest fee,” says Jenny. “We said yes, of course, and designed a high-style piece. We didn’t know that they had asked a number of different florists to do the same. The next week they called and said they had chosen our centerpiece and awarded us a large event. What they were really looking for was great design. Since then, we’ve been their only florist.” Stems’ open-door policy hasn’t hurt the shop’s profitability. “According to The Knot, which reports on what people spend on flowers, we are above the national average,” says Jenny. Offering design classes once a month is just one way Jenny keeps customers coming into the shop. A summer “luau” with live music was another. And of course, exceptional design and customer service are the star attractions!
MARCH 2013 21
Stems Nurturing nuptials To say Stems is full service is not to say it isn’t able to excel in certain categories, such as weddings. Jenny loves doing weddings, does lots of them, and will travel a great distance to do one right. Stems routinely travels to wineries in rural Missouri and Illinois to do weddings and special events. Recently Stems did a large wedding in Springfield for the son of a long-standing customer. “The mom really wanted us to be there,” says Jenny, “so we went to Springfield for three days and stayed in the hotel, designed on site and had such an amazing time. We have relationships like that where customers have become friends.” Jenny keeps Stems at the heart of the St. Louis wedding business by participating in all the major wedding shows in the area, doing five to seven a year. “We’re associated with two large bridal publications and wedding show producers here in town,” says Jenny: “St. Louis Bride and Groom Magazine and St. Louis’ Best Bridal Magazine. They each sponsor wedding shows and have newsstand magazines, and we’ve
been featured in both of them.” Through these efforts Stems has established itself as a major floral player in the St. Louis wedding market. “Weddings are a growth market every year and we are growing right along with it,” says Jenny. “When people talk about florists that do weddings in St. Louis, our name is at the top along with a few others. Our goal is to remain among the top of the wedding florists in St. Louis for the next 20 years.” They may be well on their way to achieving that goal ahead of schedule, as Stems has been recognized with awards from The Knot in 2007 and 2012 and with Bride’s Choice Awards from the WeddingWire network in 2010, 2011 and 2012. This past summer Stems was featured in the popular blog, Style Me Pretty.
Ones and twos When it comes to non-floral items, Jenny deliberately stays away from “product lines,” preferring to buy unique items in very small quantities. “We have a very eclectic selection of gifts and containers,” she says. “The inventory comes in and goes out quickly. People don’t come here to get a Yankee candle. I don’t carry items that people are accustomed to seeing. At Stems we are more interesting.”
The result is a show floor of mini installations, with items presented in ones and twos. “Every time someone comes in they know they’re going to see something different, not 24 of the same thing,” says Jenny. “And that’s why they come back. When they walk in the door they know they’re in an independent, creative flower shop. We just love to create a buzz and people talk about it.” Buying in small quantities is also a sensible hedge against a slow economy. “I’m very cautious not to overbuy,” she says. “I watch the budget.”
Historic Florissant Stems’ first location was in a strip mall, but Jenny felt she needed a more distinctive shop. In 2009 she moved Stems to its current address at 301 Rue St. Francois in Historic Old Town Florissant. “We came from a strip mall to a beautiful building in a historic part of town where it looks like a little European flower shop,” says Jenny. “Since we do contemporary work it’s the best fusion of old and new.” The new location has more of a design studio ambiance in a quieter part of town; it lacks the strip mall’s visibility and easy access. “We’re in a historic area but the shops
and restaurants are not right around us,” Jenny explains. “When customers walk in the door, they’re coming to see us. We’ve had to become a destination shop.” One way Stems has brought people into the shop is by offering design classes, which it has been doing for about seven years. “We feature a different class every month,” Jenny says. Skill levels range from basic 101 classes on up. “We have a lot of fun, so people come back for more. These recurring customers have really become friends.” Another great customer draw is the shop’s annual Christmas surprise, which usually takes place in late October or early November. “We close the showroom floor for a week, lock the front doors and cover the windows in wrapping paper,” Jenny explains. “We’re still open for deliveries and special orders but no one can enter because we’re redecorating the entire shop for the holidays. The secrecy creates anticipation. I took a picture of my little girl peeking through the wrapping paper like, ‘Oh, it’s almost ready! The elves have been working very hard!’ Then people want to come to Stems and see what we did for Christmas. They’re kind of awestruck, and it is great to get a little ‘buzz’ around town about what we’re up to.”
An unexpected plug came one year when a local TV station with a zany celebrity newscaster called to ask if they could broadcast live from the store a couple of days prior to Valentine’s Day. “We said sure and we’ve been doing it every Valentine’s Day since,” says Jenny. “We have a lot of fun on camera, and the broadcast is great holiday advertising that we don’t pay for.” Always eager to learn, Jenny takes advantage of local shows and master classes and inspires her staff with newly acquired skills and techniques. “Kim, Joe and I all attend the national AIFD symposium, and we all stay up on lectures when people come to town,” she says. “I just got back from a master class on European design with Els Hazenberg from Holland. She was great. I’ve also studied with Susan Ayala and Hitomi Gilliam. I believe that we all can learn every single day. If you attend a lecture, a class, or a symposium and you walk away with just one thing that inspires you then it was all worth it.” While Missouri doesn’t have a state floral association, that doesn’t stop Jenny from being deeply involved in the local floral industry. She currently serves as vice president of Teleflora’s Louis and Clark Unit. “Teleflora’s last show here in St. Louis
featured designer Tom Simmons,” says Jenny, “and all of our board members got to work on the show. We were there to help the designer, work behind the scenes and get to know each other. It was really a great experience. I posted some of the designs on the Louis and Clark Unit Facebook page.” Jenny looks for ways to inspire others to consider a career as a florist. “We stay involved by showing the public this cool floral world of ours and we encourage anyone who might have this fire in their belly to really get into it and join the fun!”
Mom and pop forever While Jenny sees Stems as a growing, evolving business, she doesn’t anticipate ever opening a second shop. Growth will be based on constantly evolving her design horizons, and continuing to distinguish herself as a wedding and special event specialist. “I like to get the public in to see what we florists do,” she says. “They’re often totally amazed. I hear people say, ‘I didn’t know you could do that with flowers.’ For me, being a florist is all about pushing the boundaries of people’s floral experiences and introducing the art of the product that we use everyday.”b
Brick walls and hardwood floors provide a pleasing backdrop to showcase Stems’ selection of flowers, plants, and distinctive gift items. The latter are purchased in small quantities so that the shop’s inventory is continually turned over and refreshed.
MARCH 2013 23
bloomtube Floral design by Joan Stam of Bloomtube, www.bloomtube.com
Spring bulbs lend themselves to creative containers. Nothing says “spring” like sprouting bulbs! One of the properties of bulb plants is that they store their nutrients inside the bulb—which means they can be displayed and encouraged to bloom in a variety of distinctive containers, from clear glass to colorful custom creations, like those demonstrated here and in this month’s Bloomtube online video. Created by Dutch master florist Joan Stam and web wizard Jan de Koning, Bloomtube is an online learning platform where florists can learn about European design trends and techniques. Subscribers receive five new instructional videos monthly, along with photos and text instructions in English, all for as little as $10 a month. For a free video version of this month’s Bloomtube how-to, use the QR code (below) with your mobile device, or simply visit www.bloomtube.com.
1. Make some funnel shapes from sturdy cardboard. For this purpose you may be able to re-use the packaging material that often comes with some flowers, for example, gerberas and orchids. Leave a small opening at the bottom of the funnel in which you will insert a bamboo stick later on. Use a stapler to secure the cardboard shape.
4. Use ribbon in a matching color for decoration and as a color accent. The ribbon will also be used to provide a neat finish for the transition between the funnel and its supporting bamboo stick.
2. Trim the form where necessary. Make sure the funnels are of the same size.
5. Insert a bamboo stick into the small opening at the bottom. Attach the bamboo stick to the funnel with a glue gun. Cover the joint with ribbon, as before making use of your glue gun. Make sure that part of the ribbon overlaps the wool fabric funnel.
3. Coat the outside of the funnel with wool fabric. Use a glue gun to easily and firmly attach the wool fabric to the funnel-shaped cardboard.
6. Line the inside of the funnel with a plastic bag. This will keep the cardboard funnel from getting moist and provides the possibility to water the plants. Plant the funnel with any small bulb with green shoots, such as tulips, iris, crocus, and muscari. Accent with longlived, dangling succulents, like the waxplant (Hoya brevialata) used here.
7. Trim the plastic-bag liner and add small tufts of moss in order to hide the soil. 8. To display the funnels, drill holes in aerated concrete blocks (available from building supply stores)â€”or use bricks of Rainbow Foam, glued to your display surface to stabilize them. Using different heights creates a playful and airy effect. b
MARCH 2013 25
Making It Special for Mom Designs enhanced with creative custom details, prepared in advance. Floral design by Joyce Mason-Monheim AIFD, PFCI, AZMF
For product information,
Photography by Ron Derhacopian
see Where to Buy, page 66.
DIAMOND IN THE ROUGH At right, an exceptionally fragrant bouquet nestles in a pink glass cube that has been decorated in advance with a custom medallion. The medallion is simply a diamond cut from burlap ribbon, glued to a band of wide ribbon, and further adorned with raffia and a bit of artificial foliage. The bouquet is arranged in a clear tape grid; around the rim of the cube, the ends of the clear tape are covered with more raffia, simply tied in place. Along with spray roses, lavender, rosemary, scented geranium leaves, wax flower, asters, and raspberry statice, the bouquet includes two spirals of lily grass, made by gluing two blades of the grass together, with wire in betweenâ€”another accent that can be prepared in advance.
MARCH 2013 27
Making It Special for Mom
Long-lived and semi-permanent materials create a do-ahead showcase for mini callas, added at the last minute. Joyce used some grapevine cut from a coiled garland to create a wreath that surrounds the foam at the rim of the vase. She covered the rest of the foam with dyed Spanish moss, then added wired wool, beaded wire, and succulent rosettes. Fresh passion vine adds a swirling accent; you could also use a leafless green vine or artificial vine. This design offers exceptional vase life. 28 www.flowersandmagazine.com
For a mother who gardens, Florigene carnations and ornamental kale make an evocative, longlasting bouquet. The carnation heads are strung on aluminum wire, which pierces the calyx of each carnation and is fashioned at the ends of the garland into decorative curls. The carnation stems are crossed, one over the next, as in a spiral hand-tied bouquet. A touch of glitter spray gives the kale a magical sheen. MARCH 2013 29
HEADLINE RIGHT HERE
Making It Special for Mom
A FLAIR FOR ROMANCE
GREEN VELVET At left, â€˜Supergreenâ€™ roses and ivory hypericum glow against a velvet backdrop made of artificial moss chunks, glued together so that they also serve as a design grid (as seen above). The grid rests on the rim of the Plateau vase; Joyce secured it by criss-crossing anchor tape around the rim of the vase and using that to attach the moss chunks with pan glue. As a finishing touch, ribbon streamers are glued to the moss.
LEAF WRAP A splendid stalk of pink cymbidium orchids is enhanced with red ti leaves, the tips wrapped around the stem and held in place with hotpink corsage pins. With a basing that includes two more ti leaves, raspberry statice and soft, preserved reindeer moss in a contrasting ivory color, this is a quick and easy design made with such long-lasting materials that it can be completed well ahead of the delivery date. MARCH 2013 31
Making It Special for Mom
BUTTONS UP Hardy yellow carnations take on a trendy look with colorful buttons glued right into them; more buttons are wired onto loops of steel grass with green bullion. With a basing of â€˜Green Trickâ€™ dianthus, this design can be done well in advance and will retain a long vase life for the recipient. 32 www.flowersandmagazine.com
HEADLINE RIGHT HERE
Making It Special for Mom COILED AGAIN At left, wood strips come in long, lightweight coils that are easily rolled into loops. Joyce stapled some of these loops together to form a decorative pattern; she then stood the structure upright and stapled the tip of a tall whaleback leaf to it. The leaf holds it up and provides a perfect visual balance to the form. At the base of the design, whaleback foliage also covers the foam efficiently. Add a few green cymbidium blooms and you have a long-lasting work of art!
INNER SPACE A miniature landscape, sheltered by a green archway, conveys serenity—and promises exceptional vase life. Begin by filling the vase with foam, leaving a hollow space in the middle to be filled with Deco Sand. Add the arch, here made of green midollino accented with variegated ivy. The remainder of the exposed foam is covered with bundled midollino, ‘Green Trick’ dianthus, purple statice, and a stem of purple vanda orchids, which could be cut or, for still longer life, a living plant nestled in the foam. 34 www.flowersandmagazine.com
AUGUST2013 2010 35 MARCH
HEADLINE RIGHT HERE
Making It Special for Mom
ON THE FRINGE Fringed yarn adds a playful, feminine touch to yellow tulips in a Bunch vase that is also banded with fringed yarn. First the vase is accented with a cardboard collar, covered in leopardpatterned duct tape, that actually adds to the height of the vase. The collar treatment also includes a band of inch-wide flat wire. Inside the vase, Joyce first placed dusty miller leaves around the perimeter, then added the tulips, each accented with two kinds of yarn, lightly tied in place.
HOW TO WOW HER If you sell jewels for prom, why not for Mom? The presentation base, with a vertical band of Aspid Décor and galax leaves to cover the foam, can be done well in advance. The necklace stand is secured to the Aspid Décor with UGlu. ‘Ranuncula’ roses, with their outer petals reflexed, are added at the last minute. 36 www.flowersandmagazine.com
AUGUST2013 2010 37 MARCH
Making It Special for Mom
POPPIN’ FRESH The stems of the four gerberas added at the last minute to the design at left are double-wrapped with beaded wire, which actually helps to support and even to manipulate them, so the flower heads will face in the right direction. The orange gerberas pop right out against a turquoise background that includes dyed reindeer moss, galax leaves, seeded eucalyptus, and mitsumata.
ROSES THREE Paired with real roses and the right ceramic vase, do-ahead ribbon rosettes take on added charm; both the vase and the rosettes become keepsakes when the flowers are gone. This design is fashioned in foam, with a basing of ‘Green Trick’ dianthus and galax leaves, to which pink ‘Ballet’ roses, snapdragons, clusters of gypsophila, and lily grass have been added; feathery tree fern has been trimmed to give it a more delicate appearance. 38 www.flowersandmagazine.com
MAKING A RIBBON ROSETTE It’s easy to do using wide wired ribbon: simply pull on the wire on one side of the ribbon only, and the ribbon automatically pleats and coils. 1. You’ll need about two feet—but rather than cutting the length you need right away, measure it by placing a corsage pin in the bolt. By not cutting the wire, you avoid the risk of pulling it all the way through. 2. As you pull the wire, wrap the ribbon around itself, pinching and pulling as needed to get the desired shape. 3. When you have the shape you want, secure the base by wrapping the pulled wire around it. If you need a stem, use a wood pick wrapped with floral tape. b
MARCH 2013 39
JUST ADD FLOWERS For product information,
Do-ahead ideas for the perfect prom ensemble.
see Where to Buy, page 66.
Here’s one more reason why the rise of prom “bling” is great for florists: it means you can make and display creative custom setups in advance, using jewelry, wire, and jeweled accents—then glue in just a few fresh flowers at the last minute for a glamorous, flower-full look. If you make the setups in silver, you can show them to customers, then finish them off with ribbons and flowers in any color to go with a range of dresses. Use craft glue for the setups, floral adhesive to add flowers—always gluing flowers to a porous surface like ribbon, a wad of fine wire, or chenille stems in metallic silver. “You can safely add fresh flowers on Wednesday or Thursday for a Saturday prom,” says Vonda LaFever AIFD, PFCI. “Just spray them with an anti-transpirant spray, let it dry, and place them in corsage bags, then store the designs in the cooler.” Looking for inspiration? Turn the page!
Floral design by Vonda LaFever AIFD, PFCI
Photography by Ron Derhacopian
Dresses courtesy of Maggie Sottero: www.maggiesottero.com Models: Valyn Dobson and Olea Olson
Hair and makeup: Joel Sebastian
MARCH 2013 41
JUST ADD FLOWERS
ANKLE BRACELET: Inside the circle below, an ankle bracelet is made with a coil of flat wire, fastened with UGlu. The bracelet is accented with small and large Blingella spheres, Sparkler rhinestones, and dendrobium and liatris florets.
PRINCESS FOR A DAY
bouquets of various kinds are all the rage in some areas; a scepter and tiara combine to create a princess look. Vonda’s scepter begins with the Lotus Scepter, to which she has added flat wire accents (with Blingella spheres) and rhinestone sprays. The Lotus Scepter comes in two parts: a handle and a rhinestone-studded wire flower that screws into the top. Vonda cut square holes in the center of two bands of flat wire by folding each band in half and making two Vs with her wire cutters. The holes allowed her to insert the two bands between the scepter handle and top. She then glued a third band on top of the metal scepter flower (using craft glue) and added a UGlu Dash on top of that. UGlu can serve as a gluing surface for flowers, although you’ll also need floral adhesive. Leave the paper pad on top of the UGlu until you’re ready to add flowers, as seen above, then remove it. In the finished design, above at right, note how the lighter color of liatris makes it pop against the orchids. TIARA AND BOUT: At left, Vonda filled the open spaces in a tiara by THAT DRESS! Dark platinum is predicted to be popular again this year. It goes with everything! Ask your client if she has an accent color in mind for the flowers, or if her date is wearing a colorful tie. This sequined gown (P4752) sports a sweetheart neckline.
gluing orchid petals directly onto the back. Above, a section of flat wire, coiled at the top, serves as the foundation for a boutonniere. Jewelry wire is wrapped around to hold a magnet on the back; rhinestones are glued onto the front, plus dendrobium and liatris florets. MARCH 2013 43
JUST ADD FLOWERS
OVER THE SHOULDER
ment the strapless dresses so popular today, a shoulder corsage makes a beautiful fashion accessory, matched with a wrist corsage and hair clip for a balanced ensemble. The shoulder corsage is attached directly to the skin, safely and securely, with UGlu. The same floral cuff can be used for both corsages, enhanced with silver Button Ivy leaves and Pearl Wispzz. The Pearl Wispzz can be added in advance, then separated and folded gently back over the flowers. Here, hypericum helps to cover mechanics at the base of each design and also lends depth. As a last-minute touch, Vonda has added green Diamond Dotzz to the petals of cymbidium orchids. Seen on this page are the setup, without flowers, for the wrist corsage; the completed wrist corsage in closeup (above); and, at right, the shoulder corsage—constructed in a similar fashion as the wrist corsage, with the cuff expanded and the flowers
BOUT AND HAIR CLIP: To create the
allowed to drape in front and back.
boutonniere at far left, Vonda wrapped aluminum wire around a broom handle, then flattened the spiral and glued
THAT DRESS! Don’t be surprised if your prom
a magnet onto the back. Silver leaves,
customer shows you a dress with a fully jew-
hypericum, and cymbidium petals
eled bodice—just begging for flowers with
complete the look. The hair clip is
complementary bling. Here (P5787), the
fashioned in much the same way as
bodice meets a ruched satin miniskirt with a
the wrist corsage above, starting with
the Accent Hair Clip as a base. MARCH 2013 45
JUST ADD FLOWERS
THE BOUT: Below right, three permanent, rolled white rose petals were added to a Florentine silver rectangle, plus a Touch of Romance spray. A magnet holds the bout on, without any need for a special magnet attachment.
prom customers want the look of prom jewelry combined with fresh flowers, others are interested mainly in the jewels—and there’s no reason why you shouldn’t pick up your share of that business. Here, petals from permanent white roses subtly enhance the jewels; some girls will be happy to know that their corsage can be preserved as a keepsake, just as it is. The wrist corsage featured here—at left and above—combines three items of prom jewelry: a bracelet, a Bouquet Jewel flower, and rhinestone-tipped wire petals, plus a row of permanent white rose petals to add contrast and depth. All are glued together with craft glue. The shoulder corsage is simply an item of jewelry, originally designed as a bouquet wrap and secured onto the shoulder with UGlu. A necklace, belt, and ring complete the ensemble, all sold as is.
THAT DRESS! Classic meets contemporary in a high-low version of the time-honored “little black dress” (P5707), in striped organza with a satin waistband. Black is the eveningwear color that’s most beautifully complemented with the look of silver and diamonds. MARCH 2013 47
JUST ADD FLOWERS
BOUT, RING AND CHOKER: In
FUN AND FLIRTY
Copper flat wire
each case, jewelry wire is the key
makes the perfect accent for flowers and fab-
to construction: it holds a magnet
rics in shades of orange. The wrist corsage
on the back of the bout and pro-
seen here begins with a Potpourri Flower
vides a nest for gluing rosebuds
Bracelet that features both opaque and trans-
securely to copper flat wire.
lucent beads in tangerine. Coil some halfinch copper flat wire at the ends with jewelry pliers and glue it onto the plastic design disk attached to the bracelet. Wrap copper jewelry wire around the design disk as well. Make a nest with the jewelry wire to provide a porous surface where the flowers can be glued in securely. Add rhinestone sprays; glue ribbon on the backside to complete the setup (as seen at right). Finally, add ‘Babe’ spray roses, variegated pittosporum leaves and hypericum. The ankle bracelet at lower right is fashioned using a similar technique, except that Vonda began by taking the bracelet apart and reassembling it, first separating the strands of beads and then knotting them lightly back together to accommodate the larger circumference of a girl’s ankle. She also adjusted the size of the design disk, cutting it in half to fit a smaller floral component.
THAT DRESS! Prom for some is all about self-expression—and the girl who wears tangerine isn’t afraid to stand out, in a bright and playful tulle dress (P4735) with a pleated, fitted bodice, a delicate crystal belt and a layered A-line skirt. MARCH 2013 49
JUST ADD FLOWERS
NECKLACE: For the necklace, Vonda adapted the Lola Rhinestone Belt, which has a buckle at the center with an open back. She covered a circle of cardboard with pittosporum leaves and glued it onto the back of the buckle, then added the center of a gerbera flower, sliced flat on the back and with its petals removed.
White feathers with
silver accents look beautiful with a fluffy, flowing gown in any color. The setup (above) for a wrist corsage was created by gluing Mini Fan Leaves and White Dove Flutterzz (which include both feathers and stemmed rhinestones) to the Sarina bracelet. As she glued a mini gerbera to the setup, Vonda curled the rhinestone stems inward around the flower and added pittosporum leaves underneathâ€”some rolled, for added depth. The boutonniere (at near right) begins with a Diamond Horizon boutonniere holder. Add a spray of fan leaves and a Flutterzz feather and rhinestone spray with craft glue; a white rosebud is all thatâ€™s needed to complete the look. The Diamond Strands hair comb comes with three dangling garlands already attached. Advance prep can include adding fan leaves and a Flutterzz; all that remains is to glue in a white spray rose and variegated pittosporum leaves. At lower right, a fan leaf and feather, secured by gluing them onto a bit of silver chenille stem, serve to coordinate a ring with the rest of the ensemble.
THAT DRESS! Feathers can add a delicate, feminine touch to dresses in many styles, but they seem especially appropriate for this graceful ball gown (P2728) in sea-mist blue, with its dainty crystal embellishments at the sweetheart neckline.
MARCH 2013 51
JUST ADD FLOWERS
RING AND BOUT: A custom ring is quickly made by coiling flat wire and adding, first a silver leaf, then ‘Pink Mink’ protea petals. Three Gleaming Leaves glued together form the basis of the boutonniere; the metal leaves are easily secured with a corsage magnet.
Adding brilliant, gleam-
ing color and a nubbly, whimsical, handcrafted texture, flexible Creative Coils are here twisted into tight loops using a chain stitch that will come naturally to anyone who does crochet—it’s really just one knot after another. To make the wrist corsage, Vonda tied the chain-stitched Creative Coil onto the design disk attached to a Galaxy bracelet. To complete the setup (seen at top right) she added some extra loops and silver Gleaming Leaves with craft glue. Floral materials include white dendrobium orchids, petals from a Pink Mink protea, and sheltering loops of lily grass. Lily grass is also woven through the coil chain, and an orchid is glued to the end of the chain to weight and balance it colorwise. Above, Vonda simply added several Gleaming Leaves to another Creative Coil chain with craft glue to create a charming custom necklace that completes and balances the look. b
THAT DRESS! Flamenco meets electric pink in this high-low number (P4704) with a crystal-embellished neckline, cross-body ruching, and a stunning skirt created with layers of ruffles in frothy organza. MARCH 2013 53
PROM FASHION TRENDS 2013 It all starts with the dress.
By Jane Fort, TeenPROM 1
ust as you cater to a bride by asking first about her wedding dress, you’ll want to please prom clients by promising that floral accessories will coordinate with their prom couture. According to a recent sur-
vey by Hearst Corporation, publishers of TeenPROM magazine, the average prom girl starts dress shopping more than three months before her prom. Only after she’s found her dress does she begin to think about the rest of the ensemble: the perfect shoes, the sparkly jewels, and of course, the right prom flowers to pull it all together. While some prom dresses never go out of style, there are always fresh-cut trends that surface each prom season. Here,
LACE IT UP It’s not your grandma’s lace tablecloth! Lace is ace for prom. Monochromatic (overlaying fabric of the same hue) or combined with sheer, lace is also hot on the runways to the red carpet. Some of the latest celebs to embrace lace: Taylor Swift, Kristen Stewart and Selena Gomez.
TeenPROM editor Jane Fort gives her expert view on some of Designer the trends girls will be looking at in 2013.
1. Mac Duggal
2. Flirt by Maggie Sottero
3. Love 16 by Enzoani
SHEER GENIUS This transparent trend is everywhere for 2013. Itâ€™s sheer and chic and a way to show skin without really being bare! Whether the sheer is nude or colored, sleeved or skirted, beaded or plain, on a bodice, at the waist or in back, see-through fabrics are definitely on the fashion forefront. Designer
MODERN MERMAID Mermaid styles are super figure flattering for every body. They can add curves to a skinny figure or make a girl with a curvy shape feel confident and sexy. Plus, the latest mermaid silhouette features a skirt that flares out higher than previous styles, so itâ€™s easy to rock the dance floor. Designer
1. Tiffany Designs
2. Flirt by Maggie Sottero
3. Me Prom by Moonlight
3. Love 16 by Enzoani
PROM FASHION TRENDS
THE SHINING Be prepared to see lots of shimmer and shine putting the razzle-dazzle into prom. This year’s dresses go bold and blingy with shiny metallic fabrics, sparkly sequins of every size and shape, mirrored cutouts, beading, crystals and gemstones in different sizes and cuts…or a mix of all the glitz. Designer
1. Blush by Alexia
2. Tiffany Designs
3. Night Moves by Allure
Website blushprom.com tiffanydesigns.com
RAINBOW BRITE While white is trending as an “in” color, according to fashionistas, the hottest shades in stores are rainbow bright, especially red and orange. These are said to make girls feel dynamic and confident…and maybe that’s true. b
2. Blush by Alexia
3. Flirt by Maggie Sottero
net effects By Sarah Botchick
Prom business is yours for the asking—on the internet. THE ONLY ASPECT of the floral industry that I love more than internet marketing is prom: prom flowers, prom bling and prom marketing! Prom has so much potential for florists. The connections that you build with these young clients can be worth thousands of dollars in future business. And there is no better way to develop these connections than with internet marketing. The technology that you use to reach your customer must match them, not you. Generation Z—your prom customers—doesn’t remember a time without the internet. Here are some ways to connect with this unique clientele. WOW YOUR WEBSITE Would you even think of not having Valentine flowers featured on an area of your website on February 13? The same concept applies to prom. As Dan Fisher, president of Fitz Design, points out in his prom marketing classes, your teen customers don’t know to look under the “wedding” category for corsages and boutonnieres. Your website needs to tell visitors that you sell prom flowers. No matter how your website is hosted and maintained, you need to at least show a prom category on your site. If you use Teleflora’s eFlorist program, Teleflora will automatically add a prom category after Valentine’s Day— but you are not limited to that. Rocio Alvarez, eFlorist Education and Marketing Manager, showed me how easy it is to customize your site for prom using the eFlorist Self Administration Tool (eSat). eSat allows you to customize your home page message and products to feature prom flowers. You can also add extra prom categories for those cool
prom accessory products like hairpieces, floral rings, etc. Rocio will be teaching webinars about customizing eFlorist sites; for a complete list, visit www.efloristuniversity.com. If possible, feature images of your own past prom designs. But if you don’t have an extensive library, that’s OK! Visit this website for hundreds of downloadable prom images from Fitz Design and Pioneer Imports & Wholesale—free for Flowers& readers!: www.pioneerwholesaleco.com/promimages USE VIDEO YouTube is the third most visited website in the world—and it has special appeal to teens. Adam Pomerantz, owner of Belvedere Flowers in Havertown, Pennsylvania is famous for his Flip camera YouTube videos at: www.youtube.com/user/belvedereflowers. His two prom videos have received a combined total of more than 121,000 views. Here are some helpful tips from Adam: • Keep it interesting with lots of short clips. • Give the video a title that will show up in search engine results. • Use keyword descriptions. • Have tags for certain words, such as “prom” and the name of your local schools. INSTAGRAM: FACEBOOK FOR GEN Z While the majority of teens have Facebook accounts, they hesitate to share there since usually Mom and Grandma are “friends” and watching their every move. Teens are connecting and sharing with their friends on Instagram. My 14-year-old cousin has 917 followers on Instagram (and she doesn’t even have a Facebook account). Try these ideas for using Instagram for prom marketing: • On your prom order forms, ask for their Instagram username. When their order is ready, snap a picture with your smartphone and post to your Instagram account. Tag them in the post so that all of their followers will see your beautiful design. You can’t buy advertising like that! • Get added marketing benefits by connecting your Instagram and Facebook accounts, so that all of your Facebook friends and fans will see your designs as well.
• Post a link on your website to your Instagram web profile and you have a great prom album to share. • Register with www.statigram.com before prom season so that you can measure the reach of your Instagram posts. BLOG POWER Some say that blogging is dead. Tracey Foster, owner of Twigs in Yerington, Nevada, disagrees. Tracey is the owner of the blog promflowers.blogspot.com. Tracey’s blog currently holds the number-two spot in Google search results for the term “prom flowers.” In 2011 it had 18,956 unique visitors. In 2012 the unique visitor count increased to 51,375. Tracey reports that she regularly receives phone calls from visitors all over the country asking her to ship her corsages since the florists in their area don’t offer the “cool” designs that she does. She doesn’t ship her corsages, but she does try to refer the customers to florists in their area that may offer more trendy styles. If you don’t already have a blog of your own—start today! eFlorist members can use the blog feature on their sites. If you are not an eFlorist member, you can use an independent blog hosting site like wordpress.com or blogspot.com. Here are some helpful hints for blogs: • Feature images to capture attention—especially images of unique designs! • Use many descriptive words to improve your search engine rankings. • Frequently mention the name of your city and state so as to attract local customers. • If your blog is not part of your website, make sure links to your site are easy to see. By using Generation Z technology you can increase your prom sales now and build customers for the future. Interested in more prom marketing ideas? Register for my Prom Marketing Webinar Series at: www.pioneerwholesaleco.com/webinars
Sarah Botchick is the marketing director for Pioneer Imports & Wholesale in Berea, Ohio and the owner of Stellar Marketing & Consulting (www.stellarmarketingconsulting. MARCH 2013 57
fresh focus By Bill McKinley AIFD and Bruce Wright
Anthurium Anthurium spp
Sophisticated and robust, today’s anthuriums are a flower on the go.
methods for growing and shipping anthuriums. More than ever, anthuriums are among the most long-lived and reliable of all cut flowers available on the market.
Not many flowers have changed quite as dramatically as anthuriums have in the past 50 years—or even within a much shorter time span. And change is still on the march! For those who can remember, the anthuriums of decades past can hardly compare with the wide range that’s available on the market today. Sure, we still love the iconic red, heartshaped Anthurium andreanum. But today, the word “anthurium” could also summon up images of giant, wavy, multicolored obakes; petite tulip anthuriums; or standard anthuriums in bright white, pink, green, orange, peach, bronze, or chocolate brown. And the change isn’t only in anthuriums’ appearance. The increasing diversity reflects a rise in availability and popularity, along with the rapid development of sophisticated
It wasn’t so long ago that most anthuriums sold in the mainland United States were the product of a cottage industry in Hawaii, grown in someone’s back yard. Hawaii still supplies anthuriums to the mainland, but the industry and its standards have undergone a radical transformation. Anthuriums are not native to Hawaii. The genus was first discovered by botanists in Colombia, in 1876. It has a natural distribution as far south as Brazil and as far north as Panama. Within 13 years of its discovery, however, the anthurium species that we know best today were introduced to the Hawaiian islands, where they quickly gained favor. They had evolved in a habitat of wet tropical mountains, under a high forest canopy that provides filtered sunlight and plenty of moisture—and Hawaii’s diverse geogra-
58 www.flowersandmagazine.com 26 www.flowersand
From back yard to business
Availability year round, but specific varieties may be seasonal
phy provided plenty of welcoming niches. Bunch size Still, a hospitable typically sold natural environment individually is not enough to inVase life sure the dependable 14 to 28 days quality and productivity that would make anthuriums a cut-flower staple. Enter Harold Tanouye, returning home from college to Hilo, Hawaii, in 1957. “He started by selling, not growing,” says Harold’s son Eric—vicepresident of the company founded by Harold, Green Point Nurseries, which specializes in anthuriums along with other Hawaiiangrown tropicals. “But after just two or three holidays, he quickly ran out of supplies, so he was forced to become a grower. “At that time there was not much formal knowledge of how to commercially grow anthuriums,” Eric continues. Harold Tanouye introduced a number of innovations, including the use of shade houses, irrigation, and Hawaiian volcanic ash, or cinder, as a growing medium. Shade houses reproduce the filtered light of the natural forest canopy, but in a field, where plants can be efficiently
monitored and maintained. Cinder is the perfect medium, Eric explains, because it’s more or less sterile (unfavorable to nematodes or fungus), pH-neutral, and well-draining. “In Hilo we get about 120 inches of rain a year,” he says. If an anthurium is planted in regular soil, which holds the moisture, the roots can literally drown. “We’re probably the only nursery that stakes our anthurium plants,” Eric continues. As they grow in the forest, anthuriums are semiepiphytic—similar to clinging vines. After about three years, as the plant reaches three or four feet tall, it gets top-heavy and tends to topple over without support. Yet, it’s only just at three years old that it begins to produce flowers and leaves of premium size. With staking, it will do so for another three years. After six years, productivity declines, so at Green Point, they replant, and the cycle begins anew. As with other cut flowers, knowing when to harvest makes all the difference with anthuriums. The trend, as with roses, is toward harvesting the flowers at a slightly later stage of maturity than used to be the common practice. Growers now realize that a little
more time in the field can actually yield a stronger stem with longer vase life.
Well bred Quality begins with breeding, Eric confirms: “You need to start right so you can end right.” In this regard the Hawaiian industry has benefited from a strong program at the University of Hawaii at Manoa, led by the legendary Dr. Haruyuki Kamemoto at the College of Tropical Agriculture. “He traveled the world to collect species that were housed at the university and transformed the industry with his knowledge of genetics and epidemiology,” says Eric. Paradoxically, the “great blight” of the 1990s, when Hawaiian anthuriums suffered from a devastating bacterial infection, galvanized the breeding program. The search for new, infection-resistant varieties drove the investment of new resources into the program, ultimately contributing to the diversity of Hawaii’s anthurium production today. Anthuriums are also grown—under glass of course—in Holland, and Dutch breeders, notably the 39-year-old firm Anthura, have
New hybrids and cultivars are constantly being introduced to the anthurium market. At far left are Roxette®, a striking purple, and Tesla Antique®, a creamy green and white veined in hot pink; directly above is yellowgreen Lemona®, all bred by the Dutch firm Anthura (www.anthura.com). At center, ‘Lavender Lady’ offers a beautiful example of the petite tulip-type anthurium; introduced in 1989, it is still popular today—as is, of course, the classic red anthurium, available in many different varieties. Both of these photos are courtesy of Green Point Nurseries (www.greenpointnursery.com). been active in creating new anthurium varieties. “They are ahead of us on some colors,” Eric admits, “so we do use some varieties bred in Holland to complement our Hawaiian mix.” Hawaiian breeders can claim credit for obake anthuriums, perhaps the most dramatic type, with their undulating, multicolored spathes, up to a foot long. Tulip anthuriums blend a river-dwelling species, A. amnicola, with the more familMARCH 2013 59
fresh focus iar A. andreanum and others that have been folded into contemporary hybrids. So called for the oval outline of their gently curving spathes, tulip anthuriums might also be thought to resemble callas. Their smaller size and range of colors makes them easy to combine with non-tropical flowers.
Getting there Just as important as growing techniques and breeding, developments in shipping have transformed the market for anthuriums. “At one time, we really only sold to wholesale distributors,” says Eric Tanouye. “And the distribution channel was all about certain hub cities that were well served by air transport. Now you can make smaller shipments in a time-sensitive fashion, anywhere in the country. That means we can service retail florists and event companies directly.” The key player, of course, is FedEx. While Green Point also uses other couriers and shipping methods, Eric argues that “tropical flowers are a high-value product, and we have found FedEx to be sensitive to that. The nature of our product warrants that we use, not the cheapest, but the best. When you look at percentage of shipping and logistics to the overall cost of the product, it’s a fair percentage.” Care in protective packaging is also part of the picture. “We know that every single stem we put in a box has to perform for our customer,” says Eric. “You need to make
• Select anthuriums that are free from blemishes and with a spadix that is Today anthuriums come in nearly every color of the rainbow. Photo courtesy of Anthura, www.anthura.com. sure your customer can make money on your product!”
75%-90% mature. A mature spadix is rough; an immature spadix is shiny. If flowers are harvested too early (with more than 25% of the spadix immature and shiny), they wilt easily, and vase life is significantly reduced.
• Re-cut stems under water, removing
Why are anthuriums so hardy? Because— as with many other ornamentals, especially tropicals, that offer exceptionally long life in the vase—the part of the anthurium that we most admire is not actually a flower or petal but a modified leaf. The bright and shiny spathe serves to attract pollinators to the real, botanical flowers, which are tiny (only about an eighth of an inch in diameter) and arrayed along the spadix—the spike that protrudes from the spathe. It’s the spadix that gives anthuriums their name, from Greek anthos (flower) and oura (tail). The flowers begin blooming at the base of the spadix and progress upward, giving the spike a rougher texture as the inflorescence matures. The only other thing you need to know about anthuriums is that their flowers are toxic if ingested. Do not eat them—but enjoy their beauty, longevity, and variety, which will only increase in the years to come. b
one inch from the stem end. Then, submerge the entire flower in tepid water for about 10 minutes. This ensures that the flowers are fully turgid and decreases the likelihood of premature wilting. • Gently place stems in water or a flower-food solution, mixed following manufacturer’s instructions. Stem ends are easily damaged by dropping them roughly into buckets, resulting in less water uptake and reduction of vase life. Some studies indicate that flower food is not necessary for maximum longevity of anthuriums if the vase water is changed frequently. However, flower food is not harmful to anthuriums, so they can certainly be placed with other blooms in solution for mixed bouquets. • Store anthuriums at 55 to 70 degrees F and keep the humidity high by covering lightly with a clear plastic bag. • A significant loss of vase life will occur if anthuriums are stored at (or are exposed to) temperatures below 50 degrees F. Chill damage symptoms include the spathe turning a bluish or purple color, premature wilting of the spathe, and the spadix turning black
At Green Point Nurseries (www.greenpointnursery.com), shade cover helps to reproduce the filtered light of anthuriums’ natural habitat in the tropical rainforest. 60 www.flowersandmagazine.com 26 www.flow-
or dark brown.
advertising links For easy access to many of our advertisersâ€™ websites, go to www.flowersandmagazine.com and click on the Advertisers link.
ACOLYTE TECHNOLOGIES CORP. ........................................... 11
MILTON ADLER COMPANY .................................................... 61
ARRIVE ALIVE BY CHRYSAL................. INSIDE FRONT COVER, 17
PIONEER IMPORTS & WHOLESALE .......................................... 3
B&C MORTENSEN WOOD PRODUCTS .................................... 63
ROYAL FLOWERS .................................................................... 1
BENEVA SOLUTIONS. ..................................INSIDE BACK COVER
SEMINOLE ............................................................................. 8
866-768-2420 www.benevasolutions.com, www.localflowershop.com, www.floralapp.com, www.floralprodigy.com
DESIGN MASTER COLOR TOOL ................................................ 7
FLORABUNDANCE, INC.. ......................................................... 9 800-201-3597 www.florabundance.com
IBULB ............................................................................ 32, 33 www.lilyoccasions.com
JETRAM, INC. ...................................................................... 65 800-551-2626 www.jetraminc.com
KAY BERRY............................................................................. 8 800-426-1932 www.kayberry.com
SMITHERS-OASIS ................................................................... 5 SYNDICATE SALES ................................................ BACK COVER 800-428-0515 www.syndicatesales.com
TEAMFLORAL ....................................................................... 10 800-342-2251 www.teamfloral.com
TELEFLORA ...................................................................... 2, 19 800-421-2815 www.myteleflora.com
TEXAS STATE FLORISTS ASSOCIATION ................................... 65 800-375-0361 www.tsfa.org
VASE VALET ......................................................................... 62 316-747-2579 www.vasevalet.com
For information about advertising
in call Peter Lymbertos at 800-421-4921
MARCH 2013 61
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 March 11-12, Washington, DC SAF Congressional Action Days, Capitol Hill. Call Laura Weaver at the Society of American Florists, 800-336-4743, or visit www.safnow.org.
March 13-15, New York, NY World Flower Expo, Jacob K. Javits Convention Center. Visit www.worldfloralexpo.com.
May 19-22, New York, NY Creative & Lifestyle Arts Show, co-located with the National Stationery Show, Jacob K. Javits Convention Center. Call 914-421-3228 or visit www.creativelifestylearts.com
March 20, Flint, MI
July 13-16, Columbus, OH OFA Short Course, Greater Columbus Convention Center. Call 614-487-1117 or visit www.ofa.org.
Michigan Unit, Prom Designs and Body Flowers with John Hosek, DWF. Call Waneita Bovan at 810-686-4950.
July 17-20, Santa Barbara, CA
March 22-24, Green Bay, WI
California Association of Flower Growers and Shippers (Norcal), Fun â€˜N Sun Weekend, Fess Parkerâ€™s Double Tree Resort. Call 831-479-4912 or visit www.cafgs.org.
Wisconsin/Upper Michigan Florist Association (WUMFA), Annual Convention, program includes Profitability and Selling Techniques (3/24) with Vonda LaFever, Radisson Hotel & Conference Center. Call Jenni Rodriguez at 414-755-6290 or visit www.wumfa.org.
July 18-23, Chicago, IL Chicago Market, Merchandise Mart Plaza. Call 312-527-7561 or visit www.shopchicagomarket.com.
April 17, Green Bay, WI
June 3-8, Atlanta, GA
Wisconsin-Upper Michigan Unit, Wedding Designs with John Hosek, Bill Doran Company. Call Joe Devine at 262-633-7707.
FloraMart 2014 Spring/Summer Market. Contact email@example.com for details.
March 1-3, Grand Rapids, MI
April 21, Cape Girardeau, MO
SAF Retail Growth Solutions, St. Louis Airport Marriott. Call Laura Weaver at the Society of American Florists, 800-336-4743, or visit www.safnow.org/retail-growth-solutions.
Great Lakes Floral Expo, program includes Hands-On Workshop (3/2) and Wedding Designs (3/3) with Julie Poeltler, Amway Grand Hotel, DeVos Place. Call Rod Crittenden at the Michigan Floral Association at 517-575-0110 or visit www.greatlakesfloralexpo.com.
Lewis & Clark Unit, Sympathy Designs with Vonda LaFever, Baisch & Skinner. Call Justin DeGonia at 573-785-4562.
June 19-25, Dallas, TX
March 5, Evansville, IN
Holiday and Home Expo, Dallas Market Center. Call 800-DAL-MKTS or visit www.dallasmarketcenter.com.
Indiana Unit, Spring Holiday Designs with Kevin Ylvisaker, Zeidler Wholesale. Call Roger Wininger at 812-936-2640.
Northeast Floral Expo, Mystic Marriott Hotel. Call the Connecticut Florists Association at 800-3526946 or visit www.northeastfloralexpo.com.
June 28-July 2, Las Vegas, NV
March 10, Pierre, SD
AIFD (American Institute of Floral Designers) National Symposium, Paris Hotel. Call 410-752-3318 or visit www.aifd.org.
South Dakota Florist Association, program includes Bagging Big Profits with Gerard Toh, Ramkota Hotel. Call Dave Engelmeyer at 605-775-2999.
June 11-12, St. Louis, MO
July 8-19, Atlanta, GA FloraMart 2014 Spring/Summer Market. Contact firstname.lastname@example.org for details.
July 10-17, Atlanta, GA Atlanta International Gift & Home Furnishings Market, Americasmart. Call 800-ATL-MART or
March 8-10, Springfield, IL Illinois State Florist Association, program includes Wedding Designs (3/10) with John Hosek, Crowne Plaza Hotel. Call Frankie Peltiere at 314-481-1501.
March 13, Garfield Heights, OH Ohio Buckeye Unit, Sympathy Designs with Bert Ford, Nordlie, Inc. Call Linda Boardman at 330-923-9747.
March 20, Indianapolis, IN Indiana Unit, Spring Designs with Jerome Raska, Kennicott Brothers/Vans. Call Nina Peterson at 812-2756422. 62 www.flowersandmagazine.com
Northeast Region March 8-10, Groton, CT
March 13, East Islip, NY Big Apple Unit, Sympathy Designs with Tim Farrell, Frederick J. Chapey Funeral Home. Call Ken Beebe at 631-665-8877.
March 13, Lansdale, PA Penn Jersey Unit, Proms and Body Flowers with Cindy Tole, Younger Wholesale. Call Renee Tucci at 215-699-2209.
April 10, East Hartford, CT Connecticut Unit, Wedding Designs with Gerard Toh, Mt. Carmel Banquet Hall. Call Jennifer Martone at 860-522-1455.
April 14, Pittsburgh, PA Western Pennsylvania Unit, Wedding Designs with Joyce Mason-Monheim, Pennock Company. Call John Lechliter at 412-824-2388.
April 16, Albany, NY New York Capitol District Unit, Wedding Designs with Hitomi Gilliam, Polish American Community Center. Call Pamela Nagengast at 518-434-1125.
South Central Region March 3, Tupelo, MS Mississippi Unit, Sympathy Designs with Cindy Tole, Magnolia Wholesale. Call Kevin Hinton at
March 3, Albuquerque, NM New Mexico-WesTexas Unit, Prom and Body Flowers Designs with Darla Pawlak, DWF Albuquerque. Call Carol Rose at 505-473-9212.
March 3-4, West Monroe, LA Northeast Louisiana Florist Association, program includes Everyday Designs (3/3) with Alex Jackson, West Monroe Convention Center. Call Christine Cosby at 318-368-9272.
March 5, Tulsa, OK Oklahoma Unit, Wedding and Prom Designs with Joyce Mason-Monheim, Greenleaf Wholesale. Call Patsy Terry at 918-251-7484.
March 12, Spring, TX Allied Florists of Houston, Wedding Designs with Tom Simmons, Cypress Creek Community Center. Call Jan Oxley at 281-498-7261.
April 7, Kensett, AR Arkansas Unit, Everyday Permanents with Julie Poeltler, Bettyâ€™s Wholesale. Call Wendel McCorkle at 870-777-6667.
Southeast Region March 8-10, St. Simons Island, GA Georgia State Florist Association, program includes Floral Trends (3/10) with Joyce Mason-Monheim, Sea Palms Resort. Call Randy Wooten at 912383-6223.
April 7, Fayetteville, NC North Carolina Unit, Wedding Designs with Jerome Raska, Lehmil, Inc. Call Tracy Snelbaker at 704357-7308.
April 11-14, Isla Verde, Puerto Rico AIFD Southern Conference: Explore Beyond the Shore, Verdanza Hotel. Call 410-752-3318 or visit www.aifd.org.
April 14, Anderson, SC South Carolina Unit, Prom and Body Flowers with Darla Pawlak, Carolina Florist Supply. Call Billy Jolley at 864-293-3735.
Western Region March 10, Sacramento, CA Northern California-Nevada Unit, Wedding Designs with Jerome Raska, Florafresh. Call Nita Robertson at 831-458-9232.
March 14, Seattle, WA Washington State Puget Sound Unit, Wedding Designs with John Hosek, Northwest Wholesale. Call Sharrai Morgan at 360-385-5428.
April 7, Missoula, MT Montana Big Sky Unit, Wedding Designs with Alex Jackson, Missoula Event Center. Call Leslie Darling at 406-892-7617. MARCH 2013 63
what’s in store
CELEBRATE IN STYLE An elegant wrap at the neck of this sculpted vase gives a stylish twist to the classic flared shape. The frosted glass vase will be promoted as part of Teleflora’s Celebrate Mom Bouquet, the nationally advertised “star”—and lends itself to special gifts and occasions year-round. Call 800-333-0205 or visit www.myteleflora.com.
CLUSTERS OF LIGHT With the new C-Lyte™ from Acolyte Technologies Corp., prom corsages, boutonnieres and bouquets can be beautifully and conveniently enhanced with glowing LED lights at the end of green or white chenille stems. C-Lytes™ have eight hours of battery life and come with either three or five white lights. Call 888-ACOLYTE or visit www.888acolyte.com.
NOW WITH FRAGRANCE Deco Beads from JRM Chemical are now available in four pleasing, delicate scents: citrus, spearmint, lavender, and fresh linen. Infused in the Deco Beads themselves, the fragrance is released when the beads are soaked. It creates a whole new way to add fragrance to fresh or permanent floral arrangements. Call 800-962-4010 or visit www.soilmoist.com.
SEASIDE SERENITY The calming, trendy look of sea glass is fashioned into varied and versatile containers in the hot new Sea Glass Collection from Pioneer Imports & Wholesale. Call 888-234-5400 for more information, or visit www.pioneerwholesaleco.com to view the whole collection.
Now in both Print & Digital view our digital issues at flowersandmagazine.com
MARCH 2013 65
where to buy For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, www.flowersandmagazine.com. Use the links under “Advertisers in this Issue” or the link to our searchable, online Buyers’ Guide at the top of the Flowers& home page.
ON THE COVER Dahlias and succulents, Florabundance. Wired wool and brown Newport pot, Accent Décor. Preserved, soft reindeer moss in “natural” (ivory) color, Schusters.
FOCUS ON DESIGN, pages 12-13
BUTTONS UP, page 32 Button Up vase and assorted buttons, Accent Décor. COILED AGAIN, page 34 Wood Strips in green, Accent Décor. Tapered Square in Kiwi, Container Source.
OVER THE SHOULDER, pages 44-45 Eclipse Floral Cuff and Pearl Wispzz in Sterling, Button Ivy Leaves in Dazzle, Diamond Dotzz in Green, and Accent Hair Clip, Fitz Design.
Gumdrop Flower Bracelet in Tangy Turquoise and Flowing Willow Leaves in Dazzle color, Fitz Design. Laser Leaves, Milton Adler. No. 9 turquoise ribbon and 5/8inch sheer pink sparkly ribbon, Lion Ribbon.
GLOWING PURPLE, page 28 Alto Pot in matte purple and wired wool in gray, Accent Décor. Grapevine garland and dyed Spanish moss, Schusters. Succulent rosette, Dramm & Echter.
Fitz Design. Call 800-500-2120 or visit www.creationsbyfitzdesign.com.
INNER SPACE, page 35 Orange Napa vase, orange Deco Sand and green midollino, Accent Décor. ON THE FRINGE, page 36 Bunch vase, Teleflora. Inch-wide flat wire in copper, Smithers-Oasis. HOW TO WOW HER, page 37 Necklace, earrings, and display prop, Fitz Design. Ringware rectangle in black, Container Source. Aspid Décor, Koehler & Dramm. POPPIN’ FRESH, page 38 Carina Pot, turquoise mitsumata and reindeer moss, Accent Décor.
ROSES THREE, page 39 GARDEN GRACES, page 29 Ceramic Rosette Vase in light Frosted glass rose vase, Syndicate pink, Accent Décor. Sales. Wired pink ribbon, Lion Ribbon. Moon Series carnations, Florigene.
JUST ADD FLOWERS, GREEN VELVET, page 30 Plateau Vase, Syndicate Sales. Moss Chunks in green, Accent Décor. LEAF WRAP, page 31 Tapered Vase in Raspberry, Container Source. Reindeer moss in “natural” color, Schusters. 66 www.flowersandmagazine.com
Container Source. Call 800-499-6128 or visit www.containersource.com. Dramm & Echter. Call 800-854-7021 or visit www.drammechter.com.
MAKING IT SPECIAL FOR MOM, pages 26-39 DIAMOND IN THE ROUGH, page 27 Pink glass cube, Teleflora.
Accent Décor. Call 800-385-5114 or visit www.accentdecor.com.
PRINCESS FOR A DAY, pages 42-43 Half-inch flat silver wire and UGlu, Smithers-Oasis. Lotus Scepter, Sunbeam rhinestone sprays, Blingella spheres, Queen of Hearts Tiara, and Sparkler rhinestones, Fitz Design.
Florabundance Inc. Call 800-201-3597 or visit www.florabundance.com. LASTING ELEGANCE, pages 46-47 Carousel bracelet, Starbright rhinestone flower, and Zenith rhinestone-tipped petals (in wrist corsage), Florentine silver rectangle and Touch of Romance spray (in boutonniere), Amsterdam bouquet wrap and Roxy rhinestone belt, North Star necklace, and Everlasting ring, Fitz Design. FUN AND FLIRTY, pages 48-49 Copper flat wire (inch wide and half-inch), copper jewelry wire (metallic wire), Smithers-Oasis. Potpourri Flower Bracelet in Tangerine and Quintet sprays with twisted silver wire and orange gems, Fitz Design. Sheer orange/opal ribbon (#558663), Lion Ribbon. FEATHER SOFT, pages 50-51 Sarina bracelet, Fan Leaves, White Dove Flutterzz (with feathers and stemmed rhinestones combined), Diamond Strands hair comb, and Lola rhinestone belt, Fitz Design. IN STITCHES, pages 52-53 Creative Coils, Syndicate Sales. Galaxy Bracelet in Hot Pink and Gleaming Leaves in Dazzle, Fitz Design.
Florigene. Call 954-438-9892 or visit www.florigene.com. Koehler & Dramm Wholesale Florist. Call 877-KOEHLER (563-4537) or visit www.koehlerdramm.com. Lion Ribbon. Call 800-551-LION or visit www.lionribbon.com. Milton Adler Company. Call 800-651-0113 or visit www.miltonadler.com. Schusters of Texas. Call 800-351-1493 or visit www.schustersoftexas.com. Smithers-Oasis. Call 800-321-8286 or visit www.oasisfloral.com. Syndicate Sales. Call 800-428-0515 or visit www.syndicatesales.com. Teleflora. Call 800-333-0205 or visit www.myteleflora.com.
light-weight plastic decorative Columns
These affordable, portable custom height columns are great for special events such as wedding or banquets.
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Light-weight Portable! Decorative Roman Columns Great For Special Events! Leave White or Paint Any Color!
Give me a call 866-461-7978 if you need additional info.
Fax: 931-507-1210 Email: email@example.com
Swan Bud Vase Hand Blown Glass
Call Don Hauslik 800.537. 0273
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www.floralschools.com approved by Co. Dept. of Higher Ed.
South Florida School of Floral Design 1612 S. Dixie Hwy â€¢ Lake Worth, Florida 33460-5856
E-mail: firstname.lastname@example.org Licensed by the Commission for Independent Education, License #403
WEDDINGS John Toomey Co
NEW CLOSEOUTS ADDED WEEKLY
For information about advertising in Emporium call Peter Lymbertos at 800-421-4921
Wedding Aisle Runners Rentals & Sales
White Cotton Runners
MARCH 2013 67
The following leading wholesale florists are distributors of Flowers& magazine.
PHOENIX Conroy Wholesale Florist The Roy Houff Company
WICHITA Valley Floral Company
PITTSBURGH Keystone Ribbon & Floral Pittsburgh Cut Flower Company
LOUISVILLE The Roy Houff Company
FRESNO Designer Flower Center INGLEWOOD American Magazines & Books OAKLAND Piazza International Floral SACRAMENTO Flora Fresh SAN BERNARDINO Inland Wholesale Flowers SAN DIEGO San Diego Florist Supplies SANTA ROSA Sequoia Floral International
SIOUX FALLS North American Wholesale Florist, Inc.
BOSTON Jacobson Floral Supply
DALLAS American Agroproducts, Inc. HOUSTON Pikes Peak of Texas Southern Floral Company LUBBOCK Lubbock Wholesale Florist
WARREN Nordlie, Inc.
NASHVILLE The Roy Houff Company
PENSACOLA Hall’s Pensacola Wholesale Oscar G. Carlstedt Company
MINNEAPOLIS Koehler and Dramm ROSEVILLE North American Wholesale Florist, Inc.
OMEGA Hornbuckle Wholesale Florist
ST LOUIS LaSalle Wholesale Florist
CAMPBELL HALL Henry C. Alders
NORFOLK The Roy Houff Company RICHMOND The Roy Houff Company
HONOLULU Flora-Dec Sales
ILLINOIS CHICAGO Bill Doran Company The Roy Houff Company NORMAL The Roy Houff Company PEORIA HEIGHTS Bill Doran Company WHEELING The Roy Houff Company
BEREA Pioneer Wholesale Company DAYTON Nordlie, Inc. NORTH CANTON Canton Wholesale Floral PARMA Cleveland Plant & Flower Company
UTAH SALT LAKE CITY Ensign Wholesale Floral
TACOMA Washington Floral Service
Flowers& Wholesaler Program for extra profits every month! • Sell Flowers& in your store • Select any quantity— no minimum • Our buy-back policy makes it risk-free
CANADA BURNABY, BC Signature Floral Supply (division of Kirby Floral Inc.)
MALAYSIA SELANGOR Worldwide Floral Services
SINGAPORE Worldwide Floral Services
BATON ROUGE Louisiana Wholesale Florists LAFAYETTE Louisiana Wholesale Florists
Call Elinor Cohen at 800-321-2665 Visit us online for a taste of Flowers& quality.