Flowers& - November 2013

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Flowers& NOVEMBER 2013 $5.50

Seasonal Style

Elegant Ideas for Floral Gifts PG 24

Trendy Themes for Holiday Décor PG 36



33 14

The Second Time Around Meet the winners of this year’s Flowers& Design Contest!


Gracious Giving Gift-able designs to celebrate the season. Floral design by Cindy Tole Photography by Ron Derhacopian


Make the Season Bright Themes and schemes for holiday dĂŠcor. Floral design by Tom Bowling AIFD, PFCI Photography by Ron Derhacopian


Guest Gallery Inventive bridal bouquet ideas from our readers.


On the Cover A frosted cylinder is lined with birch bark, producing a tawny gold tone that is beautifully complemented with accent materials including pine-cone ornaments and gold-sprayed seeded eucalyptus. For more holiday designs by Cindy Tole, see pages 24-35.

contents 10

Focus on Design A Strong Statement with Sticks By Rich Salvaggio AIFD, AAF, PFCI


Creative Edge More Designs with Wool By Hitomi Gilliam AIFD


Shop Profile Flowers & Home, Bryant, Arkansas By Lori Mayfield




Fresh Focus A Guide to Christmas Greens By Bill McKinley AIFD and Bruce Wright


Bloom Tube A Twig Forest How-To By Joan Stam,


Where to Buy


Net Effects Apps to Help Your Business By Sarah Botchick


What’s in Store


Industry Events


Advertiser Links


Wholesale Connection

11 Flowers& Volume 34, Number 11 (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



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

Ila ...�I..llmpocd Our

passion is your pack�gil!.g

Flowers & teleflora. Publisher

Rich Salvaggio

AIFD, Mf, PfCI Editor

Art Director National Advertising Director

Bruce Wright Tony Fox Peter Lymbertos

Publication Coordinator

Elinor Cohen

Contributing Editor

Bill McKinley


U.S. Subscriptions


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On the Internet

ADVISORY BOARD Teleflora Education Specialists Susan Ayala AIFD, SAO Professional Design, Loma Linda, Calif., Tom Bowling AIFD, PFCI, Fairfield, Ohio, Tim Farrell AIFD, AAF, PFCI, Farrell's Florist, Drexel Hill, Penn" Bert Ford AIFD, PFCI, Ford Flower Co" Salem, N.H" Jim Ganger AIFD, Kansas City, Mo" Hitomi

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Gilliam AIFD, Vancouver, B.C" Canada, Bob Hampton AIFD, UF, PFCI, Dallas, Texas, John Hosek AIFD, PFCI, Surroundings Events and Floral. Verona, Wisc., Alex Jackson AIFD, PFCI, Phoenix Flower Shops, Phoenix, Ariz., Vonda LaFever AIFD, PFCI, Niceville. Fla.. Joyce Mason-Manheim AIFD, PFCI, AZMF, Tucson. Ariz., Darla Pawlak AIFD, PFCI, Essexville, Mich" Julie

Poeltler AIFD, PFCI, Fountain of Flowers & Gifts, Lone Tree,

Iowa, Jerome Raska AIFD, AAF, PFCI. CAFA, MCF, Blumz... by JR Designs, Detroit. Mich"

Tom Simmons AIFD, Three Bunch Palms Productions, Palm Springs, Calif" Gerard Toh AIFD, Garden Trade Services, Sherman Oaks. Calif., Cindy Tole, Botanica Flowers & Gifts. Greensboro. N.C., Kevin Ylvisaker AIFD, PFCI, Mukwonago, Wisc.


Ackerman AIFD, AAF, PFCI, Telenora, Oklahoma City, Okla" Tom Butler AAF,

PFCI, Telenora, Oklahoma City, Okla" Carol J. Caggiano AIFD, PFCI, A. Caggiano, Inc" Jeffersonton, Va" Willon Hardy AIFD, AAF, PFCI. FSMD, JWH Design and Consultant, West

Floral Delivery Tray or Floral Carrier!

One carrier holds an average of 20 to 30 arrangements.

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Palm Beach, Fla.. Rocky Pollitz AIFD, AAF, PFCI, Blue Jay, Calif., Elizabeth Seiji AIFD, Edelweiss Flower Boutique. Santa Monica, Calif.

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enclosing a rec ent 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

For product information, see Where to Buy, page 62.

A vertical column of Fiber Sticks makes a strong statement with a small investment of time and money. With their bold shape and organic texture, Fiber Sticks are a versatile design accessory. They come in a range of strong colors including white and red for holiday designs. 1. Prepare the Fiber Sticks by inserting a pick into the bottom of each one. It’s easy to do; the Fiber Sticks are porous and come with a hole at one end. 2. A tightly grouped bundle of Fiber Sticks at staggered heights, placed in foam so it will appear at the center of your design, is just one way to use them, but one with strong impact. Just leave enough space in the foam to add flowers around the bundle of Fiber Sticks. 3. Here, raspberry-colored carnations, ‘Cool Water’ roses, and china berries nestle around the base, while myrtle foliage and mini callas soften the strong vertical line of the Fiber Sticks and marry them with the flowers. The callas can be tacked to the Fiber Sticks with snippets of UGlu to hold them in place. At the foot of the vase, a double length of rhinestone garland adds a festive touch. b

1 2 10

3 NOVEMBER 2013 11

creative edge Floral design by Hitomi Gilliam AIFD

Photography by Philippe Martin-Morice

For product information, see Where to Buy, page 62.

Varieties of wool that are now available for use with floral designs have a deeper color range and a broader variety of textural effects, making them an enticing complement to flowers. Adding natural warmth to designs, wool is the perfect winter accent, one that also functions well to dress up inexpensive containers.

Reversible wool A slightly damaged ceramic boat was colorfully wrapped with reversible wool in two gorgeous back-to-back colors. The wool is attached with UGlu dashes onto the container and sewed together to fit snugly over the boat shape. Decorative folds in the wool add still more visual interest. The flowers were arranged into the folds for a colorful interaction with the wool. 12

Whimsical accent The design at left is created using an armature made with a Lomey Wire Collar, which entirely covers the top of the container. But before the flowers are inserted, wool cording, in segments six to eight inches long, is knotted and tied to the collar all the way around. The flowers are then inserted through the wire collar until the surface is pleasingly covered. The technique of grouping flowers definitely strengthens the effect of this design. The wool adds a whimsical, hand-crafted fashion element. b

Camo wool At right, exquisite wool fabric with color variation that ranges from matte cream to moss green provides a fashionable “camouflage” dressing over a basic glass cylinder. The wool is attached to the outside of the container with spots of UGlu dashes and then wrapped tightly and neatly with a silver bullion overlay, which gives the impression of stitched patterning. A Lomey Wire Collar is used as a design grid over the top of the vase. Within the bouquet, felt strips and wool cording blend in naturally with flowers, berries and foliages. The floral products selected for this arrangement are highly textured to create flattering combinations. Smooth echeveria, fuzzy lamb’s ear, decoratively patterned scabiosa pods, heavily seeded eucalyptus, clematis seed fluffs, miniature novelty daisies, bicolor carnations and ranunculus all contribute to the look. Miniature curcuma adds interest in the focal emphasis area.

NOVEMBER 2013 13



Nick Decker Ken Miesner’s, St. Louis, Missouri

Flowers& 29TH ANNUAL


THE SECOND TIME AROUND Judging by the quality of entries in this year’s Flowers& Design Contest, the flowers you carry down the aisle at your second wedding—or your third or fourth, for that matter—are likely to be just as beautiful as at your first wedding. Indeed, they might have just a little more character and sophistication, as befits the encore bride. Our wedding theme inspired creative entries from readers everywhere. From these our expert judges selected the ten finalists whose designs were published in the August issue— without revealing the designers’ names. As we do every year, we invited Flowers& subscribers to vote for their favorites, using the postage-paid ballot card bound into the issue. Now the ballots are in, and counted. But before we announce the top three winners, here are the identities of the ten finalists—along with a few others whose contest entries were noted by the judges as worthy of special mention. As a very special postscript to this year’s contest, we are sharing the “honorable mention” entries in this issue, starting on page 52. A N N O U N C I N G






1 Leanna Gearhart-Theye AIFD, Kentwood, Michigan

Toni N. Buckley, Attention to Details, Baton Rouge, Louisiana

2 Ikuko Hashimoto AIFD, Brady’s Floral Gallery, Scottsdale, Arizona

Shinki Gibo, Mimoza Design, Washington, D.C.

3 Traci Mosby, Bella’s Blooms, LLC, Fishers, Indiana

Béatrice Luitaud, West Van Florist, West Vancouver, British Columbia

4 Heather McCoy, Blooms by Plantscaping, Cleveland, Ohio

Lara Mathias, West Van Florist, West Vancouver, British Columbia

5 Renee Nicholson, Everett Flower Shop, Everett, Pennsylvania

Kim McMullen, Something Spectacular / Something Floral, Warren, Michigan

6 Angela Christie, Flowers from Nature’s Garden, Petoskey, Michigan

Yukari Mitsui, West Van Florist, West Vancouver, British Columbia

7 David Garrett, Garrett’s Flowers, Lafayette, Indiana

Niloofar Parvas, Fountain Valley, California

8 Svetlana Chernyavsky, Dream Flowers, Alameda, California

Carrie Wilcox, Carrie Wilcox Floral Design, Fairfield, Connecticut

9 Nick Decker, Ken Miesner’s, St. Louis, Missouri

Angela Wilson, The Sprinkling Can, Auburn, Indiana

10 Candace Belliveau, Red Rose Florist, Calgary, Alberta 14

This victory has been a long time coming for Nick Decker, who has entered the Flowers& Design Contest every year for many years. He has frequently been a finalist and has placed among the top three six times, most recently in 2011. For Nick, though, it’s not all about winning. “I really enjoy designing for the contest,” he says. “One thing I like about it is that I feel it has to be something really creative, but also saleable and practical, with broad appeal, and that’s a great way to challenge yourself.” For his winning bouquet, Nick decided to use familiar flowers—the roses and ranunculus—and to let these predominate, but then to add a creative twist with the addition of succulents, sponge mushrooms, hypericum berries, sprouting curly willow, and grevillea flowers. “I was happy when I found those ranunculus at the market,” says Nick. “They were all in one bunch, but with a range of tints and tones. And I love the way, in the ‘Geraldine’ roses, the green outer petals blend into the pink and cream.” The ribbon treatment on the stems perfectly complements the flowers. Envisioning a garden or at-home ceremony, typical for a second wedding, Nick kept his bouquet on the small and informal side. But while petite, the bouquet offers plenty of depth, with some flowers placed deeper than others. That’s something Nick learned from his dad, who had a successful flower shop in a small town south of St. Louis: “Don’t put everything on the same plane,” Nick recalls his father saying. “Let the arrangement breathe; that’s the way to give it life.” Having worked with professional photographers over the years, this time Nick photographed his entry himself. He had to experiment with different backgrounds and light, but finally got what he wanted, against plain burlap, in the natural, filtered light of a cloudy day.

NOVEMBER 2013 15

Flowers& 29TH ANNUAL




Heather McCoy Blooms by Plantscaping, Cleveland, Ohio The bouquet that Flowers& readers picked as their second favorite overall was also Heather McCoy’s second idea for an entry in this year’s contest. “I made another one first,” she tells, “that involved a lot more construction.” In the end, it didn’t look as good in the camera as this one—which is simpler in appearance, but sophisticated in its choice of materials and how they are combined. “At the market, the right stuff was there at the right time,” Heather admits. “That beautiful ‘Sea Star’ fern was in a bundle, almost the way you see it.” While Heather would normally build a hand-tied bouquet from the inside out, in this case, she liked the look of the bundle so well that she decided to simply take the rubber bands off it and begin by adding hydrangea into the middle. The hydrangea creates a flowery well that in the completed bouquet serves as a backdrop for hellebores in white and pinky brown and ‘Quicksand’ roses—a perfect match. Likewise, the fluffy green stamens of the hellebores echo the tender fern fronds. The lovely, sturdy hellebore foliage adds substance to the bouquet and dramatizes the sense of depth created by Heather’s placement of the flowers. Her eye was drawn to the hellebores at the wholesaler’s, says Heather, because they are her mom’s favorite flower. This was Heather’s first floral design contest ever! A floral designer since 1999, today, she is a specialist in personal wedding flowers at Blooms by Plantscaping. “The owner, Nancy Silver, suggested that I enter,” Heather recalls. So, being chosen as a finalist, not to mention winning second place, came as a pleasant surprise. When she’s not making wedding bouquets, Heather keeps busy as a ballet dancer and teacher—and as a mother of two.




David Garrett Garrett’s Flowers, Lafayette, Indiana Having been in the business for more than 40 years, David Garrett still makes a point of learning something new day He reads as much as he can and attends educational programs wherever they are offered. offered Last year he every day. won a scholarship to attend a class with Hitomi Gilliam AIFD at the Teleflora Education Center in Oklahoma City. “That was wonderful!” he says. “We learned a lot about armatures”—a technique he used in his winning contest entry, and that he also employs in daily work at his shop. “For open orders, we offer contemporary designs and get a great response.” Using plants in floral design is another strategy that David’s customers seem to love. His “purse” bouquet incorporates African violets, phalaenopsis orchids, and miniature spathiphyllum blooms, all from plants, along with leucadendrons and ‘Green Trick’ dianthus—forming a colorful crescent with intriguing additions. The body of the purse is carved from Sahara Dry Foam, with a center cavity that was later filled with wet foam, while the outside is covered with spray glue and eucalyptus leaves. David cleverly added Lomey Triple Pearl Pins as feet, with a purse snap and handle made of Diamond Wrap. Like quite a few of today’s successful floral designers, especially in the Midwest, David got his start in the 4H program: “I always took the floriculture project,” he says. When he was a senior in high school he approached a local flower shop for a job: “They hired me on the spot.” Later he got a scholarship from the Indiana State Florists Association to attend the American Floral Art School in Chicago. He worked at various shops in Lafayette until he was able to open his own shop 15 years ago. Today he remembers back to his beginnings, and gives back as much as he can to the local 4H program, serving as a judge for state and county fairs and working with the kids in the program one on one. “I love this craft, this art,” he says. “And I love to learn. That’s one thing I don’t think will ever change.”

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shop profile By Lori Mayfield

Photography by Joel Schmidt, Joel’s Photography

The name Flowers & Home says a lot about why this shop has been a successful new venture. MAKING FLOWERS AN integral part of home décor is just what Monroe Cranford AIFD had in mind when he and his partner, Tom Bynum, opened Flowers & Home. They did it at a time, and on a day, when many entrepreneurs might have thought twice about starting a new business: April 1, 2012. It may have been April Fools Day—but Monroe is no fool when it comes to knowing all sorts of smart ways to sell flowers. Located about 20 minutes southwest of Little Rock, Bryant, Arkansas (population, about 18,000) is a growing bedroom community with lots of construction companies and new home building. Three miles in the other direction lies a thriving lake community with an even larger population, which Flowers & Home also serves. “There was just one other florist in our town and I thought that there was room for another shop, with a little different niche,” explains Monroe. “We do gifts and décor in addition to selling fresh and permanent flowers.” The “home” part of Flowers & Home includes furniture, lighting, vases, and candles: “We’re about 60 percent home décor and 40 percent flowers.” Monroe himself, however, has his roots in the floral industry. A veteran with more than 20 years’ experience, he is an Arkansas Master Florist as well as a member of AIFD (the American Institute of Floral Designers). He has worked as a manager for other stores, and more recently as an independent floral designer doing weddings and decorating homes at Christmas. “I like getting back into retail,” he comments. “It’s a good avenue to express yourself.”

Getting fresh Flowers & Home is Monroe’s second shop to own. He started it from the ground up: “I wanted to start fresh, with fresh inventory.” Now, he wants to keep it that way. “We do a complete store redo about every six weeks and paint the store quarterly in keeping with the seasons,” he notes. Monroe also believes in making the exterior storefront as welcoming and inviting as possible. To that end, he and his staff created a garden setting out front with fresh plants: “We may not sell every plant we put out there, but it draws people into the store.” He keeps his windowsills and front sidewalk immaculate, as an extension of his advertising. Flowers & Home is located in a strip mall center, which draws customers in from the neighboring hair salon, realty office, title company and paint store: “While new homeowners are buying paint, they can also come in and shop our store.” The title company also brings in business: “Nothing says welcome to your new home nicer than fresh flowers. “We also get our name out to the community by donating flowers weekly to about 30 local banks and restaurants,” says Monroe. “We include a tag that’s displayed prominently on those designs, ‘Compli18

ments of Flowers & Home.’ ” It stands to reason, if you’re looking for those with money to spend, that banks and restaurants are good places to find customers. “That draws a lot of new clients,” he reports.

Name recognition Monroe advertises frequently, “to keep our name recognition in the forefront of people’s minds.” But thriving in today’s economy also means advertising smart. “We partner with a local home décor magazine; they offer complimentary photography to their advertisers, and we use that service to boost the quality and impact of our print ads.” Consistent branding is important to Monroe: “We make sure we have continuity across all our ads with our green and brown look, which also extends to the stickers in our shop, our uniforms [khakis and green shirts], our letterhead and the look of our store van, so that our customers immediately recognize and remember us when they need fresh flowers and home décor.” As a second-time-around shop owner, Monroe says, “Today I’m much more a part of the community and involved with our chamber of commerce.” And he believes in giving back to the community: “We sponsor local teams and provide a scholarship to a graduating senior at our local high school.”

Facebook’s BFF One thing that’s changed greatly from when Monroe owned his previous shop, ten years ago, is how he’s leveraging the digital world. “I have a smart phone with a good camera. It’s not professional publishing quality, but it’s good enough that I can snap a photo of new merchandise and load it onto our Facebook page instantly. I don’t have to go to the computer and download the photo from my camera, then upload it onto a website— With a realty office, title company, and paint store as neighbors, it makes sense for Flowers & Home to emphasize flowers as an aspect of home décor. Customers are drawn into the shop by an inviting display of plants on the sidewalk outside.

NOVEMBER 2013 19

Flowers & Home that’s a real time saver.” In the short time Flowers & Home has been in business the shop has already attracted well over 1,600 followers—quite impressive for a small town. The shop’s successful showing on Facebook reflects a consistent effort: “We post every day, from our flower specials to new home décor products we’ve just gotten in,” Monroe says. “We create folders to showcase events we’ve done, like weddings and parties.” And when they restage the store, Monroe adds, “We post those photos too. We try to engage frequently without overdoing it to draw existing customers back.” It’s important, of course, that Monroe has found ways to making posting quick and easy. But Flowers & Home isn’t using Facebook just to retain and build loyalty with customers who’ve shopped there before. The shop advertises on Facebook as well, “$10 a day, Bryant, Arkansas or sometimes $10 over two or three days. You can promote a whole new Owners: Monroe Cranford AIFD season of products.” and Tom Bynum And it seems to be paying off. “Practically every day, someone Employees: 6 comes into our shop saying they (including 2 designers) were drawn into our store from seeing us on Facebook first.” Flowers & Square feet: 2650 Home also has a website, of course, through Teleflora’s eFlorist service. “It’s essential, and it can be customized,” notes Monroe, “but it’s never going to serve the same function as social media.”

Flowers & Home

In with the new Monroe’s Facebook postings are often about the latest new products coming into the store—and there’s always plenty of that. “We strive to keep our merchandise fresh and new,” notes Monroe. “We do not keep leftover seasonal inventory. You can always get back your top sellers but you should not keep old inventory on your floor. Not everyone embraces that philosophy. We do seasonal clearance and bring in all fresh merchandise. That draws people back again and again to see what’s new. And it frees up space to add new things to sell—after all, you’re paying for that space.” Flowers & Home isn’t just popular with locals: “We have people who come in from out of town to visit family, and who make stopping at our shop part of their trip—over and over.”


Keeping costs down When buying large quantities of flowers, Flowers & Home finds they can save by buying direct. Monroe explains, “For items that are constantly on the move, we go straight to the source. We have to if we’re to stay competitive. In doing so we pay a fraction of the price we’d pay a wholesaler.” Monroe buys many of his more popular fresh flowers direct from Miami and Hawaii. He also buys many dried and silk flowers direct. “We focus on quality,” he notes. “We carry a much higher caliber than you’d find at a local Hobby Lobby. We do a lot of acrylics and you want them to look realistic.” In turn, Monroe does what he can to help customers stretch their own dollars. He finds that brides, for example, are spending far less today than in previous years. Even those who do have a considerable budget, Monroe believes, “are spending it on expensive venues and food.” So how does he make the wedding décor dollar go further? “I encourage brides not to try to be too ambitious with that limited budget—to spend the money on bouquets, corsages and say, two really nice arrangements.” Focusing on fewer, but higher-quality designs creates more of a flower presence, says Monroe.

What’s trending in Arkansas “Updated traditional is what’s selling in Bryant,” according to Monroe. “We do lots of green hydrangeas and garden roses. Husbands buying flowers for their wives want something warm and romantic.” He focuses on showcase flowers, versus foliage and fillers. “Fillers are fussy, and people aren’t intrigued with fussy. They may be less-expensive flowers, but they still cost money, and you don’t always get the best value out of them. We also sell a lot of succulents, both in our arrangements and from our garden center.” At holiday time, “We’re cleaner in our Christmas décor. Naturals are our big thing.” That includes topiary trees along with a more Furniture, lighting, and home décor accessories including fine vases and candles are all part of the product mix at Flowers & Home— in fact, the total sales picture is about 60 percent home décor to 40 percent flowers.

NOVEMBER 2013 21

Flowers & Home natural, botanical look. “Things that look realistic are the trend: cedar and synthetic, natural-looking pine. We’re seeing the trend going away from deco-mesh and glitter. We do a lot of sugar pinecones, burlap ribbon, moss roping, branches, succulents and other natural material. People love earthy elements. Magnolia foliages are also big.”

Well schooled “I really believe in continuing education for myself and for our staff,” says Monroe. “We go to classes as a group, like at our state florist convention.” Two of his designers love to compete: “They’re always learning the best techniques and styles and how to be a better designer.” And Monroe extends that education to the public, with free holiday design classes for the community on wreath building and tree trimming. Shop staff do this every year during their seasonal restaging: “It’s a demonstration class that allows us to kill two birds with one stone. We’re already decorating our store, and the locals get to learn something new.” On a national level, Monroe—together with one of Teleflora’s Education Specialists, Darla Pawlak AIFD, PFCI—will be presenting a design program at AIFD’s annual national Symposium in Chicago in July 2014. Monroe is happy to share his knowledge, even with his competitors: “At holiday time, other floral shop owners come to my Christmas open house… and I encourage it! If people want to know my sources or how I do something, I love to educate and help others save money. I’d never tell them to find their own way.” Monroe passionately adds, “We need to grow this beautiful business by getting people to love fresh flowers and feel good about buying them. But that’s something no one florist can do alone. It’s something we all have to do together.” b Keeping product displays fresh is a priority at Flowers & Home, where Monroe makes it a point to move products that haven’t sold out with a clearance sale. When new products arrive, it’s an opportunity for taking photos that he posts on Facebook as a lure for the many customers who like to make Flowers & Home a shopping destination.


Gift-able designs to celebrate the season. For product information,

Photography by Ron Derhacopian


Floral design by Cindy Tole

see Where to Buy, page 62.


At left, tall branches of

glittered mitsumata and Festive Bamboo create the feeling of a fairytale forest. The strongly vertical branches are balanced in the horizontal plane with spirals of flat wire, Glitter Stems, and natural wood strips sprayed with 24 Karat Pure Gold. Cones and seeded eucalyptus were likewise sprayed soft gold to complement the light greens and creamy whites of the ornamental kale, roses, ranunculus, and holly. At right, four pine-cone ornaments, suspended on gracefully curving flat-wire hangers, make delightful keepsake gifts, as does the silver glass vase. Cindy used the thick lower portion from branches of glittered mitsumata to reinforce other pairings in the two-by-two design scheme.


NOVEMBER 2013 25


A LIKELY PAIR A pair of designs using similar materials—one high and one low— can make an attractive display. It also gives customers a choice between alternative options; it may even inspire a double rather than a single purchase. A key element in the vertical design at left is the tall branch of noble fir. Any box of Christmas greens might contain such a branch, or more than one. Don’t cut it down to use just the tip! Save it for a design like this one, which also incorporates Festive Bamboo, freesia, hypericum, fresh variegated holly, and succulents picked into the foam with wooden picks. To create the horizontal design, Cindy first made an armature of curly willow, glittered mitsumata, flat wire, and a wood strip sprayed gold, binding these elements together with Bindwire (you could also use decorative wire). She simply laid the armature on top of the foam and let the flowers secure it as she made insertions through it. The tulips will eventually turn upward toward the light, unless tethered to the armature with Bindwire.

NOVEMBER 2013 27

FUN WITH FOAM Each of these designs uses a different technique with floral foam. In the design below, instead of placing all the flower heads on the same level, Cindy created a charming sense of depth by lining the tray and filling it with four sections of foam that rise to different, alternating levels just above and below the rim. Filling in the foam, she created weaving lines that lend a naturalistic feeling to the segmented rows of flowers, cones, pods, berries, mushrooms and other materials—like a garden slightly overgrown. Curls of grapevine, with delicate tendrils attached, are matched with bright red wired wool. On the opposite page, a sheltering “cage” of orbiting wires and curving stems leads the eye around and in toward the white, shimmering heart of the design, filled with roses, ranunculus, pine cones, and baubles. Cindy began by filling the silver tapered square with two upright blocks of foam in the middle, surrounded by wedges of foam around the sides: this way, some of the foam rises above the rim, but the total foam surface that needs to be filled with flowers is not too large. She added the loops of wire, including wide flat wire in matte silver, then callas and ranunculus, and filled the center last.


NOVEMBER 2013 29


Here, Cindy has turned a nested set of low rectangles into a jaunty tiered design. The tiers seem to float one above the other; the first step is to fill the rectangles with foam and mount them with risers in between. For risers, Cindy used the plastic pieces that come with some Teleflora containers, designed to elevate a keepsake gift above the foam; you could also use the stackers from inside a pizza box. She UGlu’d the flat surface of the risers to the bottoms of the two upper rectangles and inserted the tips into the foam; she used the same risers to secure and elevate resin birds in the design. Her long-lasting materials include dried pomegranates, secured in the foam with wood picks, and picked sponge mushrooms.


BIRD AND BRANCH A faux birch branch cuts a dynamic, dramatic diagonal line and echoes the birdand-pine-branch motif on a charming metal container, shaped like a bag with handles. A bird nest and some real pinecones and foliage complete the theme. Cindy secured the birch branch to one of the metal handles with a cable tie, then covered the cable tie with a little noble fir.

NOVEMBER 2013 31

IN THE CLOUD In this two-tiered design, a cloud of red and green flowers floats on top of bare stems sprouting from a thickly planted birch pot. Cindy began by inserting upright stems of mitsumata and birch into foam, trimming them so they were more or less even at the top, with a few cinnamon sticks around the outside. She then added fresh flowers with most of the foliage removed: red roses, spray roses and carnations, plus bright green hypericum. A warm-and-fuzzy braid of green and red wired wool around the top helps to define the upper tier and reinforces the color scheme.


UNDER THE STARS The slender stems of star-of-Bethlehem are seen to advantage planted in a thicket, in a low mossy basket based with hydrangea, spray mums, roses, evergreens, and millimeter balls. Halfway up their length, Cindy has encircled the stems with Rustic Wire and light green flat wire, harmonizing the flower stems with the colors and textures at the base of her design.

NOVEMBER 2013 33

FLOWERING TREE To achieve the effect of a mini Christmas tree, Cindy anchored a half-block of foam in the Mercury Glass Bowl, then set a full block of foam vertically on top of it, secured with hyacinth stakes. (The upright block of foam is somewhat shaved to make it more cone-like. The finished design must be watered from the top.) Strategically placed tips of noble fir establish the outline of the tree, while the rest is filled in with fresh floral materials and ornaments, including segments of a gold garland, cut up to make sprays and points of glittering gold.



A section cut from a glittered garland, tipped with spheres of different sizes in gold and platinum, defines a sheltering arch like the tail of a comet, lending height and drawing the eye back down to the bouquet below. Frosted stars, an acrylic sphere, and corsage pins at the centers of white spray mums pick up the colors of the garland. Cindy has added gleaming pine-cone ornaments using wood picks. b

NOVEMBER 2013 35


For product information,


Themes and schemes for holiday décor.

Floral design by Tom Bowling AIFD, PFCI Photography by Ron Derhacopian

see Where to Buy, page 62.

This season, light, bright green remains a key fashion color, one that can be allowed to take center

stage—a beautiful choice for the holidays. At left, a low centerpiece is made with a grid of mitsumata and overlaid with loops of beaded midollino. Shiny glass ornaments and metal leaves blend nicely with bright natural yellow-greens, of which we have a wealth on the market now: minigreen hydrangea, cymbidium and dendrobium orchids, anthuriums, and green apples, with noble fir to complete the holiday mood.

NOVEMBER 2013 37

EMERALD CITY In a festive tablescape collection, varied elevations are achieved by combining tall glass cylinders with low green cubes wrapped in shiny dot wrap. The cylinders—filled with ornaments, wire spheres and pearlized glass vase filler—are topped with flowers arranged in design dishes, attached to the cylinder rims with UGlu. At right, for a finishing touch, Tom has turned fresh artichokes into votive holders: if the artichoke is sufficiently mature, you can simply reach inside, pull out the center, and replace it with a glass votive cup. Another artichoke is filled with spray mums and seeded eucalyptus in floral foam. On the far right, papyrus is banded with gem bracelets, which also adorn the vase; they give the papyrus a playful shape that echoes the intriguing forms of anthuriums and ornithogalum.

00 38


Just one of these

designs would also make a thoughtful sympathy gift; three together creates a powerful presentation that might be sent to one home with three family members, each of whom is then gifted with a keepsake Crystal Cross. Julie planted the crosses in blue glass cubes and surrounded them with garden roses, white tulips, and purple waxflower, using ti leaves as a backdrop and a sash. A bear grass binding integrates the crosses with the floral setting.


40 00 34

CHRISTMAS NATURALLY Texture and color bring a woodsy feeling to holiday table arrangements: a palette of traditional reds and greens is enriched with deeper reds and twiggy browns. Evocative materials include sarracenia, James Story orchids, magnolia leaves, pine cones, hypericum, seeded eucalyptus, Natural Stems stained a rich brown, and artificial succulents, some with charmingly diminutive rosettes. At right, gold cubes are banded with birch strips; brown wired wool adds to the riot of contrasting textures. Below right, birch votive cups with Christmas-tree cutouts can be filled either with candles or with flowers.

NOVEMBER OCTOBER 2013 2013 41 00

00 42

ROMANCE REVISITED “Vintage” style takes a fashion step forward with up-to-date accessories in a soft, subtle and sophisticated palette. Drop-in bouquets, nestled in appropriate vases—mercury glass, vintage bottles, and recycled glass—are a natural for this look, embellished with jeweled flowers and bands of rosette ribbon. A clear glass cloche, of the type originally used to protect young plants in the garden, serves as a showcase (reminiscent of a Victorian paperweight) for fragrant freesia, pink roses and hydrangea. Garden accents include cascading ivy, a variegated hosta leaf, dusty miller, scabiosa pods and scented geranium foliage.



ROMANCE REVISITED At left, Tom created a wreath with a lavish, romantic look very simply, starting with a premade fresh evergreen wreath and wiring an Oasis floral-foam Iglu holder into it at the top. Fresh floral materials anchored in the Iglu include draping callas and variegated ivy; the feeling of cascading abundance is further enhanced with wool fabric, rosette ribbon, and pearl garland. A bird nest is tucked into the bottom of the wreath, while glass ornaments and bauble clusters glimmer at the top. At right, the cascading effect is repeated with pearl and crystal garlands, dripping from the arms of a silver candelabrum that is also decked with wired, permanent evergreens. Balancing the downward motion, flowers rise up from an Iglu Grande in the center candlestick cup. The white and pink roses are enriched with gold leaves and with seeded eucalyptus, sprayed with 25 Karat Design Master gold.

NOVEMBER 2013 45



Mixing hot pink

with Christmas red and touches of lime green creates an eye-catching palette, perfect for playful accessorizing. Upright Fiber Sticks reinforce the color scheme and support other accessories, including wire spheres, glass ornaments, sparkling rope and wide ribbon covered with bright, shaggy threads. The design at near left (on this page) is densely packed with materials, all inserted into floral foam. To preserve the integrity of the foam, Tom first created a fencelike structure with the Fiber Sticks, fancy ribbon and cording, connecting them all with UGlu before inserting the completed structure into the foam; had he inserted the sticks into the foam first, then woven the ribbon and cording around them, the process would likely have broken up the floral foam. He left the ribbon and cording fairly loose, so he could basket-weave stems through them later on.

NOVEMBER 2013 47

48 AUGUST 2010


A blend of matte and shiny silver lends itself to

a contemporary look with sleek shapes, white and cream-colored flowers, and the gray-green of brunia berries and long-needled artificial pine touched with frost. At left, faux birch branches add dynamic line and dimension to a wreath dominated by a striking aluminum deer head. To make the garland that hangs below the mantel, Tom laid overlapping, frosted pine sprays together and connected them with cable ties. He could have used a premade garland, but wanted greater fullness and strength than such a garland alone would provide. Above the garland hang design cones filled with fresh flowers (tulips, roses, baby’s breath, and brunia), silver accent materials, and white feathers. The design cones come with hangers on the back; they could easily be added to any party in such a way that the host can detach them and give them to guests as they leave.



Diamond Wrap lends its sparkle

to votive candles and, in a wider roll, to a tall cylinder vase that holds stately amaryllis, along with fresh papyrus that has been treated with shake-on artificial snow, like flocking. A trio of Mercury Glass vases is filled with white flowers. Anchoring the other end of the composite mantel design, a phalaenopsis orchid is elevated within a silver glass vase; flowers are added to the base, arranged in a bouquet holder (with the handle cut short), which can be removed when the flowers are done. b

50 AUGUST 2010

Now We’re Everywhere... Run an Ad in Flowers& and Join Us! Call Peter @ 800-421-4921

NOVEMBER 2013 51

Guest Gallery

Inventive bridal bouquet ideas from our talented readers.

Every year we receive so many expertly designed and beautifully photographed entries for the Flowers& Design Contest that we regret having only ten spots for the finalists. You’ve seen the finalist designs, in the August 2013 issue, and the winners, on pages 14-17 of this issue. Here are further selections from among the bouquet photos submitted for this year’s contest, “The Second Time Around,” that especially impressed the judges with the designers’ creativity and skill. Can you do as well? Next year is the 30th anniversary of the Flowers& Design Contest! We’ll announce the theme in the January, February, and March 2014 issues. Look for it—and challenge yourself! 52

Above, the soft gleam of pearl buttons and the velvet texture of dusty miller leaves combine in a fan-shaped bouquet that also features a dozen ‘Versilia’ roses. Floral design by Carrie Wilcox of Carrie Wilcox Floral Design in Fairfield, Connecticut. At near left, ‘Pink Charm’ daffodils blend beautifully with bicolor, yellow and orange mini carnations and creamy white hypericum. Floral design by Toni N. Buckley of Attention to Details in Baton Rouge, Louisiana. On the opposite page, a colorful bouquet is nicely balanced with freesia clustered on one side, ranunculus and muscari on the other. Both fresh and permanent succulents are used. Floral design by Angela Wilson of The Sprinkling Can in Auburn, Indiana.

NOVEMBER 2013 53

Guest Gallery At left, a petite bouquet of spray roses, hypericum and ‘Green Trick’ dianthus is collared with Italian ruscus and rings of aluminum wire. The lily grass tail is partially weighted with more roses and hypericum. Floral design by Béatrice Luitaud of West Van Florist in West Vancouver, British Columbia. The earthy bouquet below is like a garden unto itself, replete with roses, white Matsumoto asters, bupleurum, scabiosa pods, berzelia, green hydrangea, seeded eucalyptus, and a variety of foliage materials, all in a bouquet holder. Floral design by Shinki Gibo of Mimoza Design in Washington, D.C.


Above, the creamy white heads of ‘Escimo’ roses emerge from a base of blue hydrangea. Iridescent beads, strung on bear grass, wide satin ribbon and pearl-headed pins reinforce the blue and white color scheme. Floral design by Kim McMullen of Something Spectacular / Something Floral in Warren, Michigan. At right, colorful ranunculus, spray roses, and orchids are embedded in a hydrangea-based bouquet and also individually framed within a flowerlike armature of mat board. Floral design by Niloofar Parvas of Fountain Valley, California.

NOVEMBER 2013 55

Guest Gallery Coils of midollino, wrapped in silver wire, loop outward from the cleverly constructed bouquet at left, orbiting a tillandsia plant and trailing off in a cascade of phalaenopsis blooms and lily grass. Floral design by Yukari Mitsui of West Van Florist in West Vancouver, British Columbia. Below, birds of paradise create the feeling of a starburst, accented with cymbidium orchids, variegated foliages, and braided palm fronds. Floral design by Lara Mathias of West Van Florist in West Vancouver, British Columbia.

56 www.

fresh focus By Bill McKinley AIFD and Bruce Wright

Here’s your handy guide to Christmas greens.

Long-lasting and available all year long, Port Orford cedar has long branches that drape very nicely over container edges. Medium green or blue-green, Port Orford cedar makes an attractive filler in holiday arrangements, swags and wreaths. Technically it is not a cedar but a cypress.

to be the ideal premium holiday foliage. The stiff needles are rounded on the tips and densely cover the branching stems.

INCENSE CEDAR Calocedrus decurrens 10- and 25-pound bundles Branch form: One-sided flat Needle retention: Excellent Invaluable as an accent material, the bright green, flattened sprays of incense cedar may contain small green cones, attractive tan tips, or both. Note that incense cedar and Port Orford cedar are actually in different genera, though both are in the same botanical family (Cupressaceae). Native to Oregon and California, incense cedar is by far the most widely known species in its own genus, Calocedrus. The species epithet decurrens means running or flowing down.

DOUGLAS FIR Pseudotsuga menziesii 25-pound bundles or tips Branch form: One-sided Needle retention: Good Of the West Coast firs—including noble, silver, grand and Douglas fir—Douglas fir has the shortest life span, but is also the most fragrant, with a sweet, moderately strong perfume. It is not a true fir, belonging to a different species from the other firs. Among Christmas evergreens, it is the exception that does produce high levels of ethylene. Color ranges from light to dark green; needles can be flat or round on the stem.

NOBLE FIR Abies procera 25-pound bundles or tips


Branch form: One-sided

Chamaecyparis lawsoniana

Needle retention: Excellent With its sturdy branches, strong enough for hanging even rather heavy ornaments, long vase life (three to four weeks) and pleasant fragrance, noble fir is considered by many

20-pound bundles or tips Branch form: One-sided flat Needle retention: Excellent

SILVER FIR Abies alba 25-pound bundles, boughs or tips Branch form: One-sided Needle retention: Excellent It’s the contrasting underside of the needles, most evident when silver fir is used upsidedown (and why not?), that gives this longlasting, fragrant evergreen its name. Unlike most Christmas evergreens used in North America, silver fir is native not to America but to the mountains of Europe. NOVEMBER 2013 57


fresh focus

Abies balsamea 20- and 25-pound bundles Branch form: One-sided Needle retention: Good A near relative to Fraser fir, balsam fir is especially prized for its scent. “Balsam” means “balm,” so it’s no wonder the balsam fir is known for its aromatic resin, thought to have healing qualities. The dark green boughs of balsam fir have been used for a variety of medicinal purposes—and also as a fragrant mattress by campers in the forests of the northeastern U.S. and Canada.

HOLLY Ilex aquifolia 5- or 10-pound boxes This Christmas evergreen is, of course, in a different category from the needle-bearing conifers. It may also be called English holly or European holly to distinguish it from relatives like American winterberry (Ilex verticillata) or any of various lookalikes in completely different genera. Quite ethylene sensitive, holly “needs a little more TLC than other Christmas greens,” says Andy Siller of Oregon Roses, a major supplier of holiday greens. At Oregon Roses, holly is cultivated and cut on a weekly basis “as long as the phone keeps ringing. It will keep six weeks without an issue if it’s kept at 33-34 degrees Fahrenheit; at 38-40 degrees, it will last more like three weeks.” • Holly should be selected with plump berries that show no sign of browning or blackening. The scalloped, evergreen leaves should show no signs of dehydration or discolored edges. • Always immediately open the boxes or bags that contain holly to expel any ethylene gas that may have accumulated. Holly berries, as with most fruits, can produce large quantities of damaging ethylene gas, which causes the berries and leaves to fall from the stems. • Treat with an ethylene inhibitor following manufacturer’s instructions. • Though past practices have suggested that storing holly dry (out of water in highhumidity bags or waxed boxes) does not affect vase life, experts currently recommend that for longest storage and best vase life, holly should be kept in water. Re-cut stem ends, removing at least an inch, and place in a tepid floral food solution formulated for woody stems. • Store holly at 34 degrees F and 80% humidity. 58



Juniperus communis

Tsuga canadensis, T. mertensiana

25 pounds

20- and 25-pound bundles

Branch form: All-around

Branch form: One-sided

Needle retention: Excellent As with holly, juniper berries can be a key indicator of freshness. Look for plump berries, not dried or shriveled. Juniper boughs with blue berries and half-inch-long, medium to light green needles can last three to four weeks.

Needle retention: Moderate Like silver fir, blue-green hemlock needles typically have whitish bands on the underside. Designers may choose to use hemlock boughs in a way that emphasizes these contrasting bands. The long sweeping boughs can last three weeks. Coniferous hemlock trees, by the way, are a completely different kind of plant from the hemlock that yields poison; in fact, hemlock needles are sometimes used to make tea.

SCOTCH PINE Pinus sylvestris 20- and 25-pound bundles Branch form: All-around

PRINCESS PINE/WHITE PINE Pinus strobus 25-, 30-, and 50-pound bundles or tips

Needle retention: Good As its name suggests, Scotch pine is one of the few evergreens used in North America that is not native to this continent. Somewhat prickly, Scotch pine is nevertheless attractive for its architectural branching form, which makes it a popular choice for Christmas trees.

Branch form: All-around Needle retention: Good Although we habitually speak of the “pine scent” of holiday evergreens, the types of pine most often used in holiday decorations are not particularly aromatic. They do, however, offer soft flowing branches that retain their needles well. Pine is a soft wood, more flexible than sturdy. White pine grows throughout the East; in the West, a different pine, P. monticola, may be offered instead.

TIPS ON PURCHASING • When to buy? Suppliers start cutting evergreens as early as October—but if you want your greens to last the whole season, it’s better to wait for greens that were harvested in November, the later the better. Harvest continues until it is interrupted by winter snowfall. While most cut evergreens are long-lasting, even the hardiest greens can stay fresh only so long after they only have been cut.

• What to buy? The best-quality evergreens come from high elevations—so high that they are inaccessible by road; the cut greens must be ferried down from the mountainside via helicopter. These elevations are found in the mountain ranges of the East Coast, where balsam fir and white pine predominate, or the West Coast, where noble fir is the standard. Of all these foundation evergreens, noble fir tends to be the most durable, lasting two to three months (again, with proper care), compared with two or three weeks for other evergreens. However, most florists need a selection that also includes accent materials with contrasting color and form, like berried juniper and flat cedar. For each of the greens listed in our guide, we’ve indicated how that evergreen is most commonly sold; however, many of these greens are also available in mixed bundles or boxes. • How “green” are your greens? Most holiday greens are not cultivated but harvested from public or private lands in a process that is highly labor intensive. It is also well regulated and very sustainable. Cut greens are pruned from mature trees in a way that actually strengthens the tree. • What to look for in finished product? The trend these days is that many retailers purchase not just bulk cases of boughs and twigs but a certain number of premade

wreaths, garlands, swags, and even pregreened centerpiece bases. Quality considerations here extend to the materials and techniques used in manufacture: Are wreaths and other finished products hand-tied, or were they crimped together with a machine? Over the season, evergreen boughs without a water source will naturally dry and shrink slightly, so that a wreath or garland can fall apart unless the boughs are fastened with paddle wire, pulled tight enough to cut into them and keep them securely in place.

TIPS ON MAKING EVERGREENS LAST • Keep evergreens cool—which means, in the cooler. Most wholesale and retail flo-

ri do leave evergreens in their bulk cases rists o bales until just prior to use. That’s fine. or W What’s not OK is to leave a box of evergreens s sitting outside, even in the shade (although d direct sunlight is a particular hazard). Until th are processed and placed in water, evthey e ergreens should be kept very cool, preferably c close to 32 degrees. The danger, if they are a allowed to warm up, is that dehydration will re result in brown needles or edges. • What about ethylene? Florists may be reluctant to place a box of evergreens in the lu same cooler with ethylene-sensitive flowers, s concerned about the possibility of ethylene c damage. However, most evergreens do not d produce particularly high levels of ethylene p (the exception is Douglas fir). Certainly, ( once evergreens have been cut and used in o arrangements, they pose no danger to the a flowers in those arrangements. fl Still, it’s true that a whole box of evergreens represents a concentrated source of g ethylene that could build up over time. If you e have the luxury of more than one cooler, you h may m want to keep ethylene-sensitive flowers separate from your greens. But also, the bes ginning of the Christmas season is a good g time to make sure your cooler is functioning well in terms of air circulation and to invest in anti-ethylene strategies like EthylBloc™. • One last thing. Once they have been re-cut, hydrated, and used in design, consider treating Christmas greens with an anti-transpirant spray to maximize their decorative life, in or out of water or foam. b

Purchasing items that are partially premade, with holiday evergreens already in place, is a labor-saving and cost-effective strategy for most retail florists. Photos courtesy of Continental Floral Greens: 19 S. Neptune Ave. Clearwater, FL 33765 1-800-411-7381 Fax: 727-447-0196 email:

Full line of battery-operated grain of wheat lites, LED bulbs, candles, fiber optics, and rice lights.

AC powered lighting products available! Ideal For: • Centerpieces • Bridal Bouquets • Special Event Parties • Balloons • Gift Baskets

NOVEMBER 2013 59

bloomtube Floral design by Joan Stam of Bloomtube,

A twig forest with an open center creates an effect of volume and transparency.

creation of Dutch master florist Joan Stam

By planting a ring of twigs and stems around the outside

and photographer Jan de Koning. To see this

of a low bowl, it’s possible to define a sheltered space

month’s Bloomtube lesson in video format, scan

within. This design strategy fills a lot of space with relatively few materials, seen to advantage.


This lesson in design technique can also be viewed as a video on Bloomtube—a website and educational service that offers professional instruction in European floral design, free of charge to registered users. Bloomtube is the

the QR code at left with your mobile device, or simply visit

1. Fill a large, low bowl completely with soaked floral foam, and insert sticks of approximately the same size close to the edge of the bowl so they form a circle that is not completely closed.

2. Add Mega Beads or artificial berries strung on wire, working them into the row of sticks in as natural a manner as possible.

3. Insert rose hips, spray roses and kangaroo paws between the branches. The effect will be more natural if these materials are cut so that they reach to varying heights.

4. Fill the space between the stems with burgundy-colored skimmia. Using flowers in a darker shade low in the design helps to keep the design as a whole light and transparent.

6. Fill the inside of the ring with baubles of various colors and sizes. Combining mat and glossy finishes contributes to the effect.

5. Use a glue gun to affix artificial flowers between the sticks. Place these flowers high, so that the feeling of transparency is retained.

7. Finish off the outer edge with tufts of green moss, cut into clean, even sections and placed so that no brown parts or roots are visible. b NOVEMBER 2013 61

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. Dried pomegranates and picked sponge mushrooms, Schusters Pine-cone ornaments, Sullivans. 24 Karat Pure Gold color spray, of Texas. Birds, Sullivans. Design Master. Ribbon, Berwick Offray. Birch strip, Accent Décor.


FOCUS ON DESIGN, pages 10-11 Fiber Sticks and Element Vase, Accent Décor. Sparkling Garland, Fitz Design.

CREATIVE EDGE, pages 12-13 Sheep wool products, LehnerWolle3.

GRACIOUS GIVING, pages 24-35 Fresh Christmas greens throughout, Oregon Roses. STICKS AND KARATS, pages 24-25 Armada Vase, Festive Bamboo and glittered mitsumata in platinum, Wood Strips (sprayed gold), Bauble Pick in matte gold, and Arctic Glass vase, Accent Décor. Glitter Stems in gold, Syndicate Sales. 24 Karat Pure Gold metallic spray, Design Master. Pine cone ornaments, Sullivans. A LIKELY PAIR, pages 26-27 Urban Earth Round Pot and Planter in Weathered Slate, Syndicate Sales. Permanent amaryllis, Sullivans. Glittered mitsumata, Festive Bamboo, and Wood Strip, Accent Décor.

BIRD AND BRANCH, page 31 Handled metal “bag” container with bird and pine branch and faux birch branch, Sullivans. IN THE CLOUD, page 32 Birch planter with zinc and wired wool, Accent Décor. UNDER THE STARS, page 33 Dried pomegranates, Schusters of Texas. FLOWERING TREE, page 34 Stars, spheres, and pine/ball garland in gold (cut up into segments), Sullivans. Diamond Wire, Smithers-Oasis. Mercury Glass Bowl, Teleflora. SHOOTING STAR, page 35 Pine/ball garland in gold, acrylic stars and sphere, pinecone ornaments, and silver urn, Sullivans.

MAKE THE SEASON BRIGHT, pages 36-50 Fresh evergreens thoughout, Continental Floral Greens.

EMERALD CITY, pages 36-39 Mitsumata, beaded midollino, ball ornaments and wire FUN WITH FOAM, pages 28-29 spheres, Pearlized Glass, Accent Décor. Metal tray, Sullivans. Topzz shiny dot wrap, Magical Pomegranates, trumpet pods, Leaves in Apple, gem bracelets and sponge mushrooms, around the mini Bunch vase Schusters of Texas. and papyrus, Fitz Design. Wired wool in red and bauble Glittered berry and leaf sprays, cluster, Accent Décor. Pioneer Imports & Wholesale. Tapered square in galvanized Mini Bunch vase, Teleflora. tin, Syndicate Sales. Decorative wire including CHRISTMAS NATURALLY, wide flat wire in matte silver, pages 40-41 Smithers-Oasis. Birch strips, wired wool, Natural Stems, Birch Tree Votives TIERS OF JOY, page 30 Montana Troughs (set of three) (votive holders with Christmas tree cutouts), matte brown and Montana Spheres, Accent ornaments, Accent Décor. Décor. 62

Artificial succulents, Pioneer Imports & Wholesale. Gold cubes, Teleflora. ROMANCE REVISITED, pages 42-45 Mercury Glass Large Julep Vases in gold, Teleflora. Bauble clusters, Renoir Cloche, Sydney Tray, glass ornaments, wool fabric (on wreath), Nikki candelabrum, and crystal garland, Accent Décor. Spindle vase and Vintage bottles in colors, Syndicate Sales. “Love Knots” wired rosette ribbon, permanent evergreens and succulents, Pioneer Imports & Wholesale. Flora Bouquet Jewels and metallic leaves in gold and silver, Fitz Design. Premade fresh evergreen wreath, Continental Floral Greens. Patrician brand white tapers, Candle Artisans / Pete Garcia. 24 Karat Pure Gold metallic spray (on seeded eucalyptus), Design Master. JUST ADD PINK, pages 46-47 Fiber Sticks in red and fuchsia, Wire Spheres in red, and 1.5-inch glass ornaments in fuchsia, Accent Décor. Ribbon with fuchsia threads, Reliant Ribbon. According to Diamonds Hot Pink Rope, Fitz Design. Circular Design Bowl in Raspberry, Container Source. WINTER FROST, pages 48-50 Permanent evergreens including flocked pine sprays and garland, Pioneer Imports & Wholesale. Faux birch branches, Sullivans. Mounted Deer in Aluminum, Artificial Snow, and Arctic Glass vase in Silver, Accent Décor. Dimensions Design Cones, Flying High feathers on stems, Diamond Wrap, Silver Rose Leaves and Sparkling Foliage, Fitz Design. Mercury Glass vases, Teleflora. Silver pillar candles, Candle Artisans / Pete Garcia.

Accent Décor, Inc. Call 800-385-5114 or visit Berwick Offray. Call 800-327-0350 or visit Container Source. Call 800-499-6128 or visit Continental Floral Greens. Call 877-234-4767 or visit Design Master Color Tool. Call 800-525-2644 or visit Fitz Design. Call 800-500-2120 or visit LehnerWolle3. Visit In the USA, wholesalers call 732-552-7287 or email U.S. agent James Dempsey AIFD at Oregon Roses. Call 503-648-8551 or visit Pete Garcia Company. Products are available through the company’s Floramart showroom in Atlanta. Retail florists can make an appointment to visit the showroom through their local wholesaler.

Call Floramart at 800-241-3733 or visit Pioneer Imports & Wholesale. Call 888-234-5400 or visit Reliant Ribbon. Call 800-886-2697 or visit Schusters of Texas. Call 800-351-1493 or visit Smithers-Oasis. Call 800-321-8286 or visit Sullivans, Inc. Call 800-456-4568 or visit Syndicate Sales. Call 800-428-0515 or visit Teleflora. Call 800-333-0205 or visit

net effects By Sarah Botchick

Apps can help your business thrive. In July the Apple App Store celebrated its fiveyear anniversary with 50 billion downloads and 900,000 apps. The Android Google Play Store was expected to beat that download number by October 2013. If you have a smartphone or mobile device, you are already familiar with apps. An app is a special type of software program originally designed for use on a mobile device (although apps have now expanded to desktop applications as well). Apps exist in a tremendous variety, many of which can enhance your business and sales. myPantone myPantone allows you to combine colors to make palettes and share the palettes with your customers. This is a wonderful way to communicate with wedding and interior décor clients and set yourself apart from your competitors. It’s available for Android and iPhone; you can also load the iPhone app on an iPad. Flowerwheel Great for helping clients choose flowers for their wedding or event. Available for iPhone and iPad. Dropbox Dropbox allows you to have your image portfolio available on any device to share with clients wherever you may be. It’s available for Android, iPhone, iPad and desktops. YouTube Capture This app is a tool for quickly creating and editing YouTube videos. If you are starting to vlog, this app can be a great help. Available for iPhone or iPad. Other “Florist Favorite” Apps A few weeks back the question of apps was posted on one

of the florist forums on Facebook. Here are some of the favorites shared there. All of these are available for iPhone, iPad and Android: • iWatermark. For watermarking and protecting your images. • Snapseed. For enhancing photos. • Pic Collage. For creating collages. The Floralapp® The apps described above are apps you might want to download and use yourself on your own mobile device or computer. But what if your customers could download an app that makes it easier for them to order flowers from your shop? To develop your own app of this kind would be quite expensive. (The starting price for custom apps is generally in the area of $5,000.) There is, however, an app already on the market that is completely customizable for individual flower shops. This is the Floralapp, created by Beneva Solutions. To appreciate the value of the Floralapp, it’s important to understand what it does and does not do. While the Floralapp may help you win some new customers, that is not its main strength. Rather, the purpose of the Floralapp is to facilitate interaction and communication with existing customers. Likewise, the Floralapp is not designed to replace mobile websites—it is a partner product. A mobile website will indeed help you reach new customers who are searching the internet, looking to buy flowers. Once those customers have found you, the Floralapp steps in and encourages them to order again. I like to compare these two marketing tools to a saw and a hammer. Both are needed to build a wall, but you cannot expect them to do each other’s job. Some benefits to the Floralapp include: • Once your customer downloads your app, they have only your shop on their phone. • Your customers are busy. The easier you make life for them, the more they will turn to you. With the Floralapp they can click on a recipient name from their phone address book to fill out the recipient fields. • Push notifications allow you to instantly

contact your customers without it costing them or you. • There is a new feature coming soon: if the customer drives within a mile of your shop, they will be alerted to your special local offer. Perhaps the most significant benefit of the Floralapp is that it can help you connect with the “tech generation.” For many people, shopping with their phones is a way of life. Let me share my own experience when I downloaded the Zappos app. After a few weeks I had to delete it from my phone. I was shoe shopping every free minute I had, and spending way too much money. Imagine if your customers had the same problem with your app! I asked Floralapp creator Art Conforti how a florist using the Floralapp can get the most out of it. He offered these tips: • Be sure to set up the features to connect with your shop’s social media sites. • As with other marketing methods, change your specials at least every month, if not every week, and change your designs with the seasons and holidays. • Advertise your Floralapp everywhere that you advertise your phone number, especially on your delivery vehicle. • A testimonial on the Floralapp website ( endorses the ease and effectiveness of placing a pop-up ad on your website to promote the app. This is another way to maximize the benefit of the app. Currently, Teleflora’s eFlorist program is working with Beneva Solutions to develop a version of the Floralapp adapted for eFlorist websites. For more information, florists are invited to visit For better or worse, the undeniable trend is that consumers—and busy florists—are spending more and more time with mobile devices including smartphones. Apps are part of that brave new world—so if you haven’t yet begun to explore how they can help you in your business, now is the time to begin.

Sarah Botchick is Marketing Director for Pioneer Imports & Wholesale in Berea, Ohio and the owner of Stellar Marketing & Consulting ( b NOVEMBER 2013 63

what’s in store MIRROR, MIRROR With the Mirrored Cube Collection (available in red, green, gold, and bronze), the possibilities are endless—for the holidays, and all year long. They include (pictured) the festive All Wrapped Up Bouquet by Teleflora. For more information or to order, call 800-333-0205 or visit

TREE FRUIT Pomegranates, pineapples, cardinals, hummingbirds, berries and butterflies are among the images, ranging from classic to trendy, featured on glittered and bejeweled, five-inch glass disk ornaments from Sullivans. Call 800-456-4568 or visit


LOOKS SWEET “Gingerbread Christmas” is one of Betallic’s new balloons for the 2013 holiday season. With a holographic design, the 31-inch foil balloon looks great paired with other Betallic designs, like the 18-inch “Christmas Icing” foil balloon, shaped round like a cookie. Call 314-991-8800 or visit

LIGHTEN UP Jar candles in Midwest CBK’s new candle line, called “Inkling,” feature removable wrap-around labels that convey sentiments both for Christmas and for year-round occasions. Each jar is filled with soft paraffin and soy blend wax in classic fragrances and has an embossed metal lid. Call 800-394-4225 or visit

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 31-February 3, 2014, Los Angeles, CA

November 3-4, Narragansett, RI ASCFG (Association of Specialty Cut Flower Growers) Growers’ Business School. Call

Northeast Region March 8-9, 2014, Groton, CT

California Gift Show, Los Angeles Convention Northeast Floral Expo, Mystic Marriott Hotel. Call Center. Call 678-285-3976 or visit the Connecticut Florists Association at 6946 or visit

440-774-2887 or visit

February 1-6, 2014, New York, NY November 6-8, Vijfhuizen, Holland International Floriculture Trade Fair (IFTF), Expo Haarlemmermeer. Visit

NY Now, the Market for Home + Lifestyle, Javits

Association of Bridal Consultants, Annual Conference, West Palm Beach Convention Center.

SAF Congressional Action Days, Capitol Hill. Call

800-336-4743, or visit

FloraMart 2014 Fall/Christmas Market. Contact for details.

January 2-17, 2014, Atlanta, GA FloraMart 2014 Fall/Christmas Market. Contact for details.

January 7-14, 2014, Atlanta, GA

July 18-20, 2014, Austin, TX

Convention, The Renaissance Hotel. Call Dianna Nordman at 512-834-0361 or visit

exhibitors, June 19-22), Dallas Market Center. Call 800-DAL-MKTS or visit

July 3-7, 2014, Chicago, IL AIFD (American Institute of Floral Designers) National Symposium, Hilton Hotel. Call 410-752-3318 or visit

Southeast Region January 18-19, 2014, Pensacola, FL Florida State Florists’ Association, “Floral Revolution,” Carlstedt’s LLC. Call 866-900-3732 or visit

April 4-6, 2014, St. Simons, GA

Atlanta International Gift & Home Furnishings Market, AmericasMart. Call 800-ATL-MART or visit


Texas State Florists’ Association, Annual

June 18-24, 2014, Dallas, TX Holiday and Home Expo (temporary

December 9-20, Atlanta, GA

Ylvisaker, DWF. Call Alicia Cassidy at

Laura Weaver at the Society of American Florists,

Call 860-355-7000 or visit

November 5, Dallas, TX North Texas Unit, Holiday Designs with Kevin

March 10-14, 2014, Washington, DC November 10-12, West Palm Beach, FL

South Central Region

Center. Call 800-272-SHOW or visit

Central Region

AIFD Southern Conference, Sea Palms Golf and Tennis Resort. Call 410-752-3318 or

March 8-9, 2014, Grand Rapids, MI


January 15-21, 2014, Dallas, TX

Great Lakes Floral Expo, program includes

Holiday and Home Expo (temporary

Wedding Hands-On Workshop (3/8) and

exhibitors, January 16-19), Dallas Market Center.

Permanents for the Home Stage Presentation

Call 800-DAL-MKTS or visit

(3/9) with Darla Pawlak, Amway Grand Plaza

November 3, Tacoma, WA

Hotel and DeVos Place. Call Rod Crittenden at the

Washington State Puget Sound Unit, Sympathy

January 16-22, 2014, Chicago, IL

Michigan Floral Association at 517-575-0110.

Designs with Alex Jackson, Washington Floral.

Chicago Winter Market (temporary exhibitors,

Western Region

Call Sharrai Morgan at 360-385-5428.

January 18-21), Merchandise Mart. Visit

NOVEMBER 2013 65





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

DOLLAR TREE DIRECT ...............................................................INSIDE FRONT COVER 877-530-TREE (8733)

FLORA-LITE CO. ................................................................................................... 59 800-411-7381

FLORALSTRATEGIES ................................................................................................ 9 212-942-0928

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KRISTEN & COMPANY BY T.R. MCTAGGART, INC. ................................................... 51 800-433-0983

MILTON ADLER COMPANY .................................................................................... 51 800-651-0113

ROYAL FLOWERS .................................................................................................... 1 800-977-4483

SEMINOLE ............................................................................................................. 8 800-638-3378

SMITHERS-OASIS ................................................................................................... 5 800-321-8286

THE SUN VALLEY GROUP ........................................................................................ 3 800-747-0396

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TEAMFLORAL ............................................................................ INSIDE BACK COVER 800-342-2251

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TEXAS STATE FLORISTS ASSOCIATION ................................................................... 67 800-375-0361

NOVEMBER 2013 67



wholesaler connection


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





PHOENIX Conroy Wholesale Florist The Roy Houff Company

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


SALT LAKE CITY Ensign Wholesale Floral

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

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

GEORGIA OMEGA Hornbuckle Wholesale Florist




WICHITA Valley Floral Company

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



LOUISVILLE The Roy Houff Company

PITTSBURGH Keystone Ribbon & Floral Pittsburgh Cut Flower Company

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


LOUISIANA BATON ROUGE Louisiana Wholesale Florists LAFAYETTE Louisiana Wholesale Florists



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

SOUTH DAKOTA SIOUX FALLS North American Wholesale Florist, Inc.


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

NORFOLK The Roy Houff Company RICHMOND The Roy Houff Company

Reward without the Risk we promise!

WASHINGTON TACOMA Washington Floral Service


MALAYSIA SELANGOR Worldwide Floral Services

SINGAPORE Worldwide Floral Services

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Call Elinor Cohen at 800-321-2665

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