Flowers& - November 2014

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Flowers& NOVEMBER 2014 $5.50

Holiday Style

Elegant, distinctive & expressive floral gifts Pg 36 Mood-setting mantels, wreaths & centerpieces Pg 48


departments 8

Focus on Design Holiday Candles, Paired By Rich Salvaggio AIFD, AAF, PFCI


Creative Edge

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Creative Candlesticks By Hitomi Gilliam AIFD


Profit Boosters Selling More with Your Web Site


Principles & Elements The Principle of Rhythm By Kevin Ylvisaker AIFD, PFCI


Shop Profile The Rhoads Garden by Marianne Cotter


Fresh Focus Hypericum


What’s In Store


Advertiser Links


Industry Events


Where to Buy


Wholesaler Connection

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Flowers& Volume 35, 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 © 2014 by Teleflora. Printed in U.S.A.


pg 8

pg 61

Florist’s Best Friend--


Flowers& Publisher Editor Art Director

Rich Salvaggio AIFD, AAF, PFCI Bruce Wright Tony Fox

National Advertising Director

Peter Lymbertos

U.S. Subscriptions


Foreign Subscriptions




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

On the Internet


3710 Sipes Ave, Sanford, FL 32773


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


Teleflora Education Specialists

30 Day Mfg. Satisfaction Guarantee!

Susan Ayala


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

Fairfield, Ohio, Tim Farrell AIFD, PFCI,


John Hosek

Kansas City, Mo., Hitomi


Fla., Joyce Mason-Monheim

Iowa, Jerome Raska

Tom Simmons


Dallas, Texas,

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

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

Essexville, Mich., Julie Poeltler



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


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

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







Tucson, Ariz., Darla Pawlak


Fountain of Flowers & Gifts, Lone Tree,


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

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

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

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

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

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


JWH Design

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

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


focus on design


Floral design by Rich Salvaggio AIFD, AAF, PFCI



3 1. Start by foaming both Tapered Cubes to 1½ inches above the container rim. 2. Add half a bundle of midollino, inserting both ends securely into the foam and leaving room for pillar candles. 3. Attach the candles to the foam with pan glue. 4. Fill the remaining foam with flowers and foliage. Holly leaves, glued to the midollino bridge with floral adhesive, make an attractive, optional accent, as do starry gems on pins.


Photography by Ron Derhacopian



For product information, see Where to Buy, page 67.

A pair of connected designs has more than twice the charm of one. Together, these twin designs fill a lot of space; a single design of a similar width and height would likely require many more materials and more labor time without a corresponding increase in eye appeal. The arch, or bridge, brings a feeling of hope and welcome. b



creative edge


Floral design by Hitomi Gilliam AIFD

Photography by Philippe Martin-Morice

ART NOUVEAU CURLS WITH FLAT WIRE To begin, two lengths of slender Lucite tubing, about the same diameter as the center rod, are attached vertically to the outside of the candlestand with UGlu, to serve as transparent supports for scrollwork decoration made of half-inch flat wire. Double-ended scrolls of the wire are then attached to the tubing and to each other in a semi-cylindrical formation, again with UGlu. When the structure is complete, the UGlu attachments are wrapped with doubled bullion wire and twisted to further secure them. Two white anthuriums are water-tubed and fastened to the structure. Carnations and millimeter balls are added with floral adhesive, while blades of lily grass are inserted into both ends of the

During the holidays, customers are looking for home décor that celebrates the season with artistry and distinction. It’s the perfect time to show off your professional design skills! Pillar candles and millimeter balls are traditional components that can be presented in novel, creative ways. Here are three ideas to get you started. Each begins with a tall silver candleholder, consisting of a candle cup on a sturdy metal rod that rises from a heavy round base.

Lucite tubes and are positioned with UGlu into a graceful flow that flatters the elegant curves of this transparent composition. FLOWERS, FLOWERS, FLOWERS By surrounding the metal rod with soaked floral foam and securing the foam in place with half-inch waterproof tape, the candleholder can be designed as a vertical tower filled with a lush combination of flowers and millimeter balls in white, gray and silver. The soaked foam is stacked in layers with plastic sheeting between them to prevent the moisture from sinking to the bottom. You may want to let the foam partially dry before inserting flowers. Stem insertions will squeeze water out of the foam, so the complete design will require draining before setting on the table. Cover the foam first vertically with silver kochia. Then follow up with the big surface flowers and foliage: disbud mums, dusty miller and carnations. Overlay with roses, snowberries, and millimeter balls; finish with the phalaenopsis blossoms on wet chenille stems. This spectacular design will hold up beautifully by topping it off with water squeezed into the top of each layer of foam with a syringe. STICKS & SNOWBALLS Building an armature of split willow to surround the candlestick is simple, using UGlu for the initial attachments to the silver surface and Bind Wire to further secure the structure with additional willow sticks criss-crossing the original placements. Next, small floral foam spheres are lightly wrapped with half-inch waterproof tape and soaked with water, then covered with white chrysanthemum blossoms to make “snowballs,” which are suspended in various positions within the willow structure. Finally, phalaenopsis blooms on wet chenille stems are inserted into the snowballs; silver millimeter balls are positioned throughout the structure to create visual rhythm in the design. b

10 november 2014


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profit boosters take. We plan to be around for another 75 years or so! That means cultivating premium customers. You have extensive options for add-on sales. Is it worth the effort? Absolutely. Add-on sales are very profitable. We feature Godiva chocolates because they sell better than other chocolates. We offer massages from a local spa and we just added a local peanut company. We work hard to feature local suppliers because they sell well. It takes more work to modify the stock web site offerings, but we need the sales. Before we go, I have to ask how your non-profit flower charity is going. Are you still helping other shops organize chari-

ties in their town? Thanks for asking. Yes, “Blooms That Brighten” has grown so much more than I’d ever imagined. To date, we have delivered more than 25,000 free arrangements to residents in care facilities around town. It started with a few volunteers once a week in our shop arranging expiring flowers—stems that we could not use but still had some life in them. Two more shops and a grocery store are now involved and it has become a stand-alone company. While it was never for business purposes, this work in community has built our brand and resulted in sales that we would have never received. Any shop that is interested in starting a similar operation in their hometown can contact me through the website at b

A great web site is just one reason why Schmidt’s Flowers is among the Teleflora Top 1000. Patti Deblass is seen here with Teleflora TSM Shawn Keith.

It’s the perfect gift for someone you know— A subscription to Flowers& magazine brings the gift of beauty, business tips and design inspiration over and over, all year long! Choose print + digital for the total experience—or a digital-only subscription for just $19.95 a year.

Now it’s easier than ever to subscribe or to give a gift subscription to Flowers& Magazine. You can do it all online! Simply visit: and click on the “subscribe” link for more information.

•M • V

principles & elements

Floral design by Kevin Ylvisaker AIFD, PFCI

Photography by Ron Derhacopian

For product information, see Where to Buy, page 67.


The eye and the ear are drawn to

the same thing: repetitive motion, and preferably, not just a plain repeated beat, but something with a little more excitement—a little acceleration or syncopation. Here, for example, the alliums provide an example not only of repetition, but also of gradation, with four different sizes, the smallest bloom on top (where, of course, it must be so that the design will convey a sense of visual balance). The eye goes first to the focal area, established with a pairing of alliums near the base of the design, and moves upward at regular intervals. The same effect could have been achieved with flowers of different colors, from dark to medium to light, or with roses at different stages of maturity, from an open rose to a bud. The effect of rhythm is to keep the eye moving, the way music keeps you moving on the dance floor. b



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shop profile

By Marianne Cotter

A success strategy for 75 years: “Diversify widely, with synergy.”


ow do you grow a business for three quarters of a century? The Rhoads Garden reached that major milestone this fall—and has been celebrating in style. A special logo was designed to herald the anniversary. The Rhoads family, employees, and customers all joined in a fun-filled fall festival that included a pumpkin patch for the kids and creative harvest games like “pumpkin bowling.” Rhoads’ commu-

A bright butterfly sculpture provides a focal point for a lavish outdoor display of blooming pots at The Rhoads Garden, where the flower shop is one of many retail divisions.

Photography by Faith West Photography

nity partnership with the local zoo even enabled the shop to host an assortment of animals for the kids to enjoy. For the grownups, there were food trucks, musical entertainment, and, of course, shopping— with the Rhoads Garden’s endless array of unique items to choose from. A community scarecrow contest and flower show pulled in prizes for the winners in first, second, third, and people’s choice categories. It all started in 1939, when Walter

The Rhoads Garden North Wales, Pennsylvania Owners: Tom, Dave & Peg Rhoads Niche: Multi-faceted business including nursery, garden center, greenhouse, gift shop, home décor, baby and women’s boutique and full-service flower shop Staff: 50 including full time and part time Space: Entire property, 155,200 square feet; indoor merchandise area, 20,000 square feet; outdoor nursery merchandise area, 92,000 square feet,

Rhoads and William Lukens opened a small roadside stand in a rural community northwest of Philadelphia to sell the tomatoes they had grown. Business was good. Soon they established greenhouses and added more plants along with cut flowers. Early on, the company established a pattern of steadily expanding the business into related fields. In 1963, a retail gift shop was added, followed by the addition of a floral department in 1976. Today, those two departments,

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shop profile along with the garden center and indoor greenhouse, take up 20,000 square feet on the property. The Rhoads family became full owners after William Lukens passed away. Today, second-generation brothers Tom and Dave Rhoads serve as president and vice president of The Rhoads Garden, while their children and other loyal staff members run the day-to-day operations. Indeed, the pitterpatter of little feet in the design room may foretell a future generation of owners. FOCUSING ON FLOWERS One significant exception to the “family-operated” concept is floral manager Renee Tucci, who was brought on in 2010 to manage the floral department—an easy decision given her impressive floral credentials. Renee had fallen in love with the floral business when, as a teenager, she worked in the floral department of the local grocery store. “I decided I liked it right then and there,” she states, “and the rest is history.” By 2004 she had graduated from Delaware Valley College with a Bachelor of Science degree in Ornamental Horticulture, with an emphasis in floriculture and a minor in business. After working at another local shop for six years servicing weddings, Renee decided she wanted to concentrate on everyday work. The Rhoads brothers selected her to fill a designer position at The Rhoads A second- and third-generation family business, The Rhoads Garden is home to a large full-time and part-time staff (many more than could be included in the photo on this page). A high percentage of employees have worked in the business for more than 20 years, says floral manager Renee Tucci—evidence that the company provides “not only a wonderful place to shop, but an equally wonderful place to work.” On one side of the main building, brightly painted Adirondack chairs form part of a compelling and inviting display, interspersed among overflowing windowboxes and hanging baskets.


Garden, and after one year they promoted her to floral manager. In that position she has helped to grow the business by focusing on community outreach and web sales. Over the years Renee has spread her wings widely in the floral industry, serving as a seven-year board member and most recently as president of the Teleflora Penn Jersey Unit. Last January she received an Outstanding Leadership award from Teleflora in recognition of her hard work as unit president in 2013. For that same year, the Penn Jersey Unit also won the National Achievement Award, surely thanks in large part to Renee’s strong commitment to providing educational opportunities for florists. THE SPICE OF LIFE Today The Rhoads Garden retail operation includes, in addition to the large gift shop, separate departments for housewares and baby and boutique items. All of these are housed in the showroom area on the first floor of a two-story, standalone building, along with floral display coolers, an indoor tropical greenhouse, and the garden center. The second floor houses the floral design room and storage areas, as well as consultation and office spaces. Also on the property is an extensive nursery and perennial center. Amid all this retail diversity, to visit the gift shop alone is to be awed by the unbelievably wide variety of lines. Shopping here is like browsing through a boutique-style department store: department by department, the gift, décor, and clothing lines invite shopping for multiple occasions—including, perhaps, splurging on a new wardrobe item for yourself. “For women we carry clothing, jewelry, handbags and scarves,” says Renee. “Then we have a separate full-scale baby boutique with clothes, books, toys, and furniture. We also carry home décor, lighting, furniture, housewares, kitchen items, and special gardening accessories including bird houses.” This is in addition to such flower-shop staples as candles, greeting cards, gift baskets, gourmet foods, silk flowers, silk arrangements and wreaths. An extensive

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shop profile green plant selection is available in the foliage house and everything you might need for your outdoor garden in the garden center and full-scale nursery. To maintain a compelling inventory mix, the Rhoads brothers send their team of buyers to a variety of gift shows in Philadelphia, New York and Atlanta. An exceptional and ever-changing variety of trend-sensitive products is regarded as a crucial aspect of the shop’s competitive success. “To have such a multi-faceted company, to cover so many needs for our customers under one roof, and to do it while maintaining exceptional customer service and superior quality products is rare these days,” says Renee. “Our customers can come in to place an order for their holiday arrangement, while also buying a housewarming gift for their friend, at the same time as updating their wardrobe in our boutique and finish the day off by selecting stunning garden blooms and accessories in our garden center and nursery.” NURTURING YOUNG GARDENERS Renee is gung-ho for education—not only for herself and for others in the industry, but also for the shop’s community of customers. The shop’s design space frequently doubles as a classroom, offering a full spectrum of classes to community members. In addition, at the beginning of this year, Renee and the education team introduced The Li’l Gardeners Club, a series of classes for kids from three to 12 years old. “We try to have at least one class for kids Founded in 1939 as a roadside stand for selling produce in what was then a rural community northwest of Philadelphia, The Rhoads Garden quickly added greenhouses where cut flowers were grown along with other nursery and garden plants. Today the greenhouse and garden center are just two aspects of a multifaceted retail destination. A line of distinctive pottery makes a natural complement to the shop’s offerings of indoor and outdoor plants.


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To request a free catalog or to place an order, call toll-free or email:



NOVEMBER 2014 31

shop profile every month, if not two,” she tells. “We rotate departments, so we’ll have fresh flower classes, planter or terrarium classes, even jewelry making and botanical art classes. With our special selection of children’s books, we recently introduced a story hour featuring Peter Brown’s The Curious Garden. We love fostering young interests in plants and flowers.” The team has even devised a loyalty program for the children. “When kids join the Li’l Gardeners Club they get a punch card,” Renee explains. “Every class they take gets them two punches and every store visit gets one punch. When they complete the card they get a prize. It’s really been a big hit. And since they come in with their parents it’s a win-win situation for us.” MASTERING SOCIAL MEDIA When Renee was hired she wasted no time in contributing to the shop’s social media accounts, helping to double the shop’s following on Facebook. Still, Renee finds that Facebook has its challenges that require a bit of experimenting to overcome. “We have been using Facebook fairly heavily for the past few years to engage with our customers,” Renee explains. “While our “likes” have consistently gone up, our reach has consistently gone down due to the way that Facebook is running its algorithms. We are trying to overcome this by experimenting with different types of posts at different times of the day. We’ve also been increasing our Instagram posts. Lately, our most popular posts are wedding photos and pictures of the Li’l Gardener classes.” Since the shop’s customer base and Clothing, jewelry, handbags and scarves are on offer in The Rhoads Garden’s fashion boutique; elsewhere, terrariums, artwork and permanent botanicals are on display. While the divisions are clear, flowers and plants mingle with other merchandise throughout the store. The total experience is of one-stop shopping for home and garden, with personal items as a plus.


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shop profile product lines are so broad and varied, Renee does not generally target specific demographics in her online marketing, instead covering each product line on a rotating basis. Weekly email coupons deliver consistent results. “Every Monday we send out an email to our mailing list that highlights the week’s events along with a few coupons,” Renee explains. “Our customers have grown to look for these emails and often request to know what’s coming up next.” Still, word-of-mouth advertising delivers the most powerful marketing punch, especially in a business as well established as The Rhoads Garden. “Luckily, with our 75year history, our local reputation speaks for itself. Our customers’ rave reviews are definitely our best advertising.” TRENDING TOWARD MODERN Renee describes the shop’s design style as more modern than most. “We still cater to our more traditional clientele,” she explains, “but we also feature a lot of tropical flowers and asymmetrical designs. We try to include unique blooms to keep our customers excited, intrigued, and coming back for more.” The shop has developed a signature style that customers recognize. “Many of our loyal customers have commented that when they receive several arrangements at one time, or if they see the line up at a funeral, they can always tell which of those flowers are from Rhoads,” says Renee. “The aspects that set our designs apart include subtle twists or accents that you might not see elsewhere. These might include foliage manipulation, an interesting ribbon treatment or a button in just the right place.” Flower-shop staples like candles and stationery items are naturally also part of the mix at The Rhoads Garden, along with a wide selection of lamps and furnishings—in addition to, of course, fresh arrangements and indoor and outdoor plants. The shop’s style ranges from traditional to modern, always with a creative touch.


Renee embraces the “shop local” movement and sells it to her customers: “We compete in this economy by rewarding our loyal customers with ever-changing fresh inventory and incredible customer service, and by providing the true ‘local’ feeling to our sales. The ‘Shop Local’ movement has definitely gained steam and we are capitalizing on that by making sure our customers know they are our priority and by constantly striving to put out the best designs and products that we can.” MARRIED ON MOTHER’S DAY On any given Mother’s Day weekend, the shop staff expects to work long, hard days—but teamwork at The Rhoads Garden was put to the test in a big way this past spring when a prestigious client scheduled a large wedding to take place on Mother’s Day weekend. “It was one of the biggest weddings in

Philadelphia’s history,” Renee recalls. “From the rehearsal dinner at a prestigious Philadelphia museum, to house décor for photos, to decking the halls of one of the most prominent churches in town and covering the reception venue from top to bottom in the most beautiful blooms, the staff was called upon to do picture-perfect floral work. “This wedding required support from every department and every employee,” says Renee. “The logistics of delivery and the manpower needed for setup required shifting staff and asking employees to wear hats they don’t normally wear.” The end result that weekend? A stunning wedding set-up flawlessly coordinated by the Rhoads Garden wedding staff—along with hundreds of happy moms and floral customers, with so many garden center and nursery sales that direction was required for traffic in the parking lot. “Everyone chipped

in, says Renee, “and we pulled off the biggest weekend in The Rhoads Garden history without a hitch!” SHOP PROUD Renee finds that just being part of a successful team effort is a real motivator for the staff: “They are proud of what we accomplish. We minimize the ‘copying’ that our floral designers have to do so that they can grow their design skills and styles. This leads to pride in the product that we put out. A positive reaction from our customers is all the motivation we need.” The Rhoads Garden is a true local, family-owned business, which creates a sense of belonging for the staff. “A large percentage of our employees have worked here for more than 20 years,” says Renee. “We believe the low turnover rate proves that this company is not only a wonderful place to shop, but an equally wonderful place to work.” b

We’re Everywhere... Run an Ad in

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Designs that say “Season’s Greetings” with warmth and style.

For product information,


Floral design by Vonda LaFever AIFD, PFCI

Photography by Ron Derhacopian

see Where to Buy, page 67.

A SPARKLING EMBRACE The “Versatility Embracer” offers a way to cover bubble bowls and glass cubes with diamond wrap quickly and efficiently, without glue or tape. It’s simply an elastic tube that can be slipped over the bowl or cube and that conforms to its shape. Here the glitter of diamonds on the Embracer is complemented by loops of flexible Creative Coils in metallic copper. Vonda simply tied a long piece of Creative Coil into many wide loops, laid it across the top of the bowl, and designed through it, placing the pine stems first as support for her other floral materials.

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LASTING LOVE A phalaenopsis orchid plant is a welcome gift at any time of year. To give it holiday flair, Vonda placed this one in a large Teleflora bamboo cube and added red Glitter Sticks and ribbon loops and streamers, securing the ribbon to wooden picks and planting the picks directly in the soil. It’s a gift that, with love and care, will re-bloom time and again. ALL THAT GLITTERS At right, Green Glitter Sticks, Christmas ball ornaments and (below) gem sprays are ingeniously combined with white flowers for a stylish yet festive look. To make the cube design, Vonda curled Glitter Sticks into the bottom of the cube, dropped Christmas globes in as well, and added more Glitter Sticks above to make a support structure for stems of cedar, roses, gerberas, and carnations. Design tip: When you plan to use a ball ornament underwater, be sure to remove the hanger cap and fill the ball with water, or it will float! In the design below right, Vonda glued a half a block of foam to the center of the 11-inch low glass cylinder with pan glue, then covered the foam with foliage and reindeer moss. Adding to the three green Glitter Sticks and green glass globe ornaments, she made her own “globes” with Glitter Sticks wrapped around gemmed sprays that she curled into a ball shape.

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FROM SANTA’S THE HEART HELPER Red is a When color ofVonda strongsaw emotion, this colorful, and bendable this design plush is allelf, that, sheyetthought it healso would haslook a calm, relaxed soothing and happy sitting quality, on athanks mossy in chair. part toTo themake one, horizontal she began linesbyofgluing the large together a Xanadu clear glass philodendron cube and leaf Mini vase with andUGlu. the bundle of tip: bearIfgrass (Design the UGlu curving stick, around rim of the doesn’t thetheglass surface vase. Leucadendron blends probably has become oily; clean it the alcohol red and pads.) green together, with She filled the while darkwith ti leaves anchor(using the Mini vase mitsumata color a strong only thescheme thicker,with lower portion) to neutral tone. support flowerHaving stems,removed and filled the glass top leaves twinTrick the cube from with the Green ginger blossoms, dianthus, so it looksJoyce like a mound stems at intervals of wrapped moss. Allthe that remains is to add with cedar Bindwire, covers some and which lily grass and six Icarnations forget why we shot versions the placetowhere the was create a leaf floral design this cut echoes theplenty binding withwhile highitvalue and of on the bear grass below. visual impact.



A TREE THAT CLIMBS For a beautiful “twist” on the popular boxwood Christmas tree, Vonda spiraled the placement of boxwood twigs, alternating them with fir and pine, then emphasized the spiral pattern with insertions of green spider mums, red carnations, red beaded garland, and green Mega Beaded Wire. A shapely boxwood branch tip provides the “treetop.” She began by carving an upright brick of floral foam (secured to foam in the Satin Collection container with a hyacinth stake) into a pyramid shape that approximates the outline of the tree. She then placed a spiral of aluminum wire over the foam to guide her initial stem placements, removing it when the pattern was firmly established. For a how-to photo, visit WRAP IT UP Wrapped presents in gift boxes are iconic for the season. Below, flax “ribbon” makes a clever statement, wrapped around the Urban Stone square and forming loops on top so it looks like it has been tied in a bow. Vonda simply inserted blades of flax into the foam on one side, then pulled them underneath and up the other side; they are secured to the square container with UGlu. To make the loops, she split blades of flax down the middle, removing the center vein, which made them more flexible. She complemented the flax loops with steel grass loops, like narrow ribbon, and added artificial berries to the design for a long-lived, inexpensive touch of color. The foundation for this design can be done a week in advance, and the roses dropped in at the last minute.

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homebound ward HOLIDAY GLAMOUR Red, silver, and black add up to a high-fashion holiday palette. In each of these designs, Vonda began by securing black mitsumata to a glass cube with clear COUNTRY LACE Lace-edged anchor tape—vertically, in burlap ribbon provides the the case of the larger cube, perfect complement to a horizontally in the other; she burlap-covered cylinder vase then slipped the Embracers filled with white flowers; a over the tape. In the smaller “bow” made with stripped ivy cube, the horizontal mitsuvine makes a charming acmata forms part of a design cent. Flowers are grouped, so grid; in the larger cube, the white flowers can be more the frosted eucalyptus and easily distinguished from pine branches support the each other and appreciated, positioning of the rose and each of its kind. This design gerbera stems. For how-to was made in foam, but could photos on this design, visit also have been done using the branching hydrangea as a grid to control stem placements.


DO YOU BELIEVE? A fairytale setting with peacock feathers and gold curly willow creates an aura of enchantment for a pair of angel ornaments with feather wings. One is hung from the gilded curly willow with bullion wire (the original ornament hanger hangs down behind the angel); the other is elevated on a curly willow stem. Cool Water roses and seafoam statice play off the iridescent, jewel-tone palette of the angels and their wings.

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homebound ward


THREE IN ONE‌ Jar candles are another gift idea that goes perfectly with flowers. The long-lasting candles will likely remain as keepsakes when the flowers are gone. Here, Vonda has created designs that can serve as dÊcor for a party and then be given to guests as they leave. This centerpiece for a long table comes in three separable parts: the middle design is fashioned in an eight-inch centerpiece tray, the two side designs in six-inch Lomey dishes. Vonda greened her containers working from the bottom up, starting with the noble fir, then adding shorter branches of juniper higher up in the foam, plus boxwood, white spray mums, spider mums, and finally, loops of midollino and beaded wire for extra color, volume and depth.

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‌AND TWO MORE For a sideboard or any other spot in the home, Vonda created designs on this page to coordinate with the centerpiece on pages 44-45, but that offer slight variations on the look: one with gold glitter balls, frosted foliage and knotted, stone-colored ribbon, the other in a burlap-covered glass cylinder with loops of midollino. In each case she has secured the candles with plastic pedestals that anchor firmly in the foam; the tops of the pedestals are covered with paper that peels off to expose adhesive. STAR BRIGHT A ceramic Nativity scene makes a beautiful gift that will remain when the flowers are gone; you can even invite the recipient to bring it back year after year to be placed within a fresh floral setting. Here the Holy Family is surrounded by a white winter forest of mitsumata, which frames the figurines; one piece also serves as a hanger for a star custom-made from silver aluminum wire wrapped with gold bullion. The hanging star is balanced with a star-like white spider mum in the focal area of the design, which is made in a centerpiece tray that holds one block of foam, and enhanced with ribbon and beaded garland. b


NOVEMBER 2014 47

All g h throu thehouse Mantels, doors, & centerpieces, in three holiday palettes.

For product information,



Floral design by Alex Jackson AIFD, PFCI

Photography by Ron Derhacopian

see Where to Buy, page 67.

SILVER FROST For sheer elegance at Christmastime, nothing beats a color scheme of all white flowers, mingled with White Mist foliage and silver accessories. Today’s wide range of vases, ornaments, and ribbon in textured silver make it easy to create an intriguing collection for a mantel. Here, the smallest ornaments, flat on the bottom, are used as mini vases, while white flowers and berries nestle in collars of White Mist foliage, rice flower, and loops of sequined silver ribbon.

NOVEMBER 2014 49

All g throu h thehouse


SILVER FROST Clear apothecary jars and white CafÊ Collection vases, linked with midollino, support another composite collection, at left. This one is designed for the table, and easily adaptable to tables of various sizes and shapes. Alex dipped the midollino to make it more flexible (it doesn’t require a long soak) before looping it; he even tied it around the neck of an apothecary jar. At right, an 18-inch wreath form is filled with White Mist ming fern and ming pine, for the look of a flocked wreath. Alex prepared white Fiber Sticks by wrapping the ends with a short length of diamond wrap, secured with UGlu; then he inserted one end of each Fiber Stick directly into the foam. A wired wooden pick holds the other end of the top Fiber Stick securely to the wreath, and this holds the other sticks in place as well. Insertions of dusty miller, white flowers in clusters, and silver ornaments complete the look. To add the ornaments, Alex twisted two at a time onto a wired pick and simply inserted the pick.

NOVEMBER 2014 51

All g throu h thehouse


RICHLY RED Yes, red, green and gold is a traditional palette, but in the version seen here, also a highly sophisticated one, combining a range of harmonizing shades. Flowers include red roses, carnations, and James Storey orchids; green cymbidiums, hypericum, and (on the following two pages) Florida Leyland cypress and and ming pine; plus gilded foliage (magnolia leaves, seeded eucalyptus, and boxwood). Gold mirrored cubes are filled with foam that rises above the lip, allowing for horizontal placements of orchids and gold mitsumata. Tall test tubes filled with gold crushed glass reinforce the color scheme in a stylish and innovative way; filled with water, the test tubes function like stems, with short-stemmed, easily replaced fresh flowers in the top. Dangling below, red ball ornaments with bronzed caps blend beautifully with the color scheme.

NOVEMBER 2014 53


All g throu h thehouse

RICHLY RED At left, a pair of wreaths in graduated sizes (18 and 15 inches) makes the most of wide decorative ribbon with loops and rolls to show it off. The smaller wreath is hung from the larger one with florist wire; a length of ribbon passing from one wreath to the other gives the illusion of a ribbon hanger and connects the two wreaths visually. Above, a smaller, horizontal wreath is made in a 13-inch Design Ring (a foam wreath form resting in a design tray). Stemmed, footed, tiered glass cylinders rise from inside the wreath, with floating candles in the top of each one.

NOVEMBER 2014 55


All g throu h thehouse

NATURE’S HOLIDAY When the “Earth tones” palette includes plenty of bright, fresh green along with blue-green succulents and and gray-green scabiosa pods, plus reddish and chocolate browns, it takes on a rich tonality. To make a striking centerpiece, Alex filled the Weathered Oak planter with wet foam and anchored a branch of manzanita to the foam using chenille stems. He filled in around the manzanita branch with insertions of greens, flowers and ornaments. Then he nestled fretwork containers among the manzanita tips. The containers come equipped with hangers and glass cups for votive candles. Alex simply removed the hangers, secured the container to the manzanita with Bind Wire, and filled the glass inserts with succulents wrapped in wool fabric.

NOVEMBER 2014 57

All g throu h thehouse


NATURE’S HOLIDAY Dark bamboo rectangles, filled with the same floral materials featured on the previous two pages and ranged along the mantel, combine in a rhythmic composite design, with the four main components linked by strings of succulents and ornaments.

NOVEMBER 2014 59

All g throu h thehouse

NATURE’S HOLIDAY Wool fabric adds a soft, inviting texture that contrasts yet harmonizes with ball ornaments in the same color, on a wreath made in an 18inch wreath form. Alex greened the form, then pinned in the wool fabric loosely in four or five places, creating folds as he added other materials: succulents on wooden picks, cymbidiums in water picks, the glass ball ornaments, and scabiosa pods. b


fresh focus

by Bruce Wright

The latest round of new varieties is set to make hypericum more popular than ever.


New hypericum varieties in the Magical line from Dutch producer Kolster BV have enjoyed great success in the market. Just a few of many are seen here, as grown by Jello Mold Farm in Washington State. They include, clockwise from the top, fresh lime green Magical™ Victory, Magical™ Ivory, bright cherry red Magical™ Triumph, Green Fall, and pink Magical™ Desire.


uccess breeds success, they say— and that’s certainly true of hypericum, a product that was already enjoying dramatic growth in popularity before breeders came out with a whole new series that expands the color range of the berries and offers superior performance to growers, retailers and consumers alike. Hypericum got its first big boost when flower growers in Ecuador started cultivating it, taking it from a seasonal crop to one that is now available year-round (although supply is more abundant at some times than others). In the 1980s hypericum was a very minor ornamental crop, with only a few acres in production. By the year 2000, after a five-year growth spurt, it was ranked number 11 among all cut-flower crops sold through the Dutch auctions. Along with year-round availability came the introduction of a whole new range of colors, beyond the basic reds and browns to vivid greens, oranges, pinks, and pale yellows. That expansion continues today; current favorites, sought after for wedding work, include ivory and pale coral. One drawback dogged hypericum’s success: the plant and the cut stems were vul-

NOVEMBER 2014 61

nerable to rust, a fungal disease that causes brown spots on the leaves and sometimes on the berries as well. Rust is difficult to treat. In the past, some designers have routinely and pre-emptively stripped the lower leaves from hypericum stems, anticipating that they might become spotted with rust. The newest varieties of hypericum, developed by Dutch breeders, are triumphantly rust-resistant. “In the life of a hypericum plant, sometimes it takes three years before you see rust developing,” says Linda Guy of Plants Nouveau, a plant-marketing company that often serves as a sort of go-between, introducing new plants from breeders to forward-thinking growers. “That means it takes a long time for a breeder to release a new, rust-resistant variety; they have to wait the full three years to be sure they have succeeded.” It’s only in the third year that growers can expect to get anything close to a full harvest of 20 to 25 stems from a single plant. After the sixth year, the plants start getting tired and less productive, and the grower has to start over with new plants. LEAVES TO BE DESIRED Rust-resistant varieties are good for the grower, but also good for florists and consumers. “These plants typically are stronger and nicer overall,” says Linda. But in particular, the foliage of the new varieties has an extended vase life. Because hypericum is typically grown outdoors, it may sometimes show more wear and tear than the foliage on greenhouse-grown crops. But hypericum foliage—typically dark green and somewhat leathery, which makes it naturally long-lasting if not afflicted with rust—can also add substantial value to the presentation. “The upper foliage gives more volume to any type of arrangement,” notes Tom Biondo of Royal Flowers, a leading Ecuadorian supplier. “Clients should expect it to be fresh and healthy.” In the pipeline, according to Linda Guy, are varieties with colored leaves, red and dark mahogany. “These will be popular as container plants,” she says; in containers, hypericum can also be sold as a flowering plant, before the berries arrive. Imagine



fresh focus

Among these hypericum berries in the field, almost ready for harvest, you can spot a few bright yellow flowers. Occasionally you might see stems of hypericum with flowers on them at the market, but most buyers don’t prefer them, since the flowers don’t last as long as the berries and are more likely to be damaged in shipping. These stems are otherwise ready for harvest, or almost. The ideal cut point is when all the berries on a stem are of a similar size and color.

bright yellow hypericum flowers against the dark leaves! THERE AND BACK AGAIN The globalization of hypericum production, which made it available year-round and expanded the market for this crop, may have been what inspired breeders to work on developing the latest, rust-resistant varieties. But in turn, the introduction of these new varieties has encouraged some domestic growers to experiment again with hypericum. With an amazing 21 varieties on its website, Sun Valley Floral Farms in California has been partnering for about four years with a

grower in Ecuador to make hypericum available year-round to customers—but in the past year, it has also introduced hypericum to its own farms in both northern and central California. “So far our crop is fall-centric, but that may expand,” says Sun Valley’s Ginny Wyche. At local boutique grower Jello Mold Farm in Washington State, the hypericum season is from mid July to October. “It grows well on our particular piece of ground, and we like to have a variety of different types of crops, including something woody, something that makes a beautiful back note in a mixed bouquet,” says Jello Mold’s Diane Szukovathy.

“Hypericum has beautiful foliage and beautiful summer fruit. August is the peak for us.” Diane especially likes the look of Green Fall, a variety with smaller berries of a lovely light green, as a sophisticated filler. The latest varieties, in the Magical line, were bred in part to be suited for production in warmer climates. Most of the hypericum sold in North America now comes from Ecuador—some even from Kenya or Zimbabwe, sold through the Dutch auction system. The advantage these production areas have lies partly in abundant sunlight combined with high elevations where the temperature remains cool. SPRAY OR SINGLE STEM? Some hypericum varieties may be cultivated and sold as spray varieties, versus single stems. You may wonder—since hypericum very often has at least one lateral stem shooting off the main stem—what is the difference? And is it ever worth while to spend more for the spray type of hypericum, which is considerably more expensive? “A single stem variety of hypericum has a cluster of berries on the main stem, plus at most one or two small laterals,” explains Royal Flowers’ Tom Biondo. “A spray has the main stem plus four to five longer laterals.” As with spray carnations or mums, the effect is partly the result of breeding, partly of cultivation techniques like “pinching.” “When you see it, the difference is very obvious,” says Stephanie Evans, an account manager at floral supplier Fleurametz. “You get a much fuller look with the spray, with fewer insertions. But per stem, the sprays are almost double the money.” Many florists just go for the lower price, perhaps unaware of the difference in what they are buying. Ultimately, the choice depends on the design use and the designer’s preference, Tom Biondo argues. “A spray gives more volume in a vase, but it can be too voluminous for a bouquet. Some clients buy spray hypericum and remove the laterals for smaller table arrangements,” which can be more cost-effective than buying a greater number of single stems.

The diversity of hypericum varieties should be mentioned here. Besides the rainbow of colors and differences in berry size and branchy-ness, the berries may be round or oval, loosely grouped or tightly clustered. Any of these variations may be to your liking; they are part of the natural range. THE KINDEST CUT So how do you know if your hypericum is of the best quality? As always, the cut point is one crucial factor. Hypericum should be harvested when all the berries on a stem are perfectly colored. “Also, the woody stems have to firm up to a certain point,” says Diane. “At our farm we cut the plants back in March, so that everything we’re cutting in July is new wood—but it takes that long for the new woody stems to harden. You can pick the stems when there are still some flowers on, but the bright yellow color is distracting.” “Once the berry color is right, the farm has one week to harvest,” says Royal Flowers’ Tom Biondo. “If you wait too long, the berry will become too dark. If you cut too early, the color is too pale and less saturated. Cutting early also results in irregular berry sizes on the stem. For example, the middle berry would be big and all others would be medium. “Hypericum berries love water,” Tom continues, “so proper hydration throughout the growing, shipping and processing stages is essential. In its absence, you may see telltale signals as to the flower’s history of care and handling. Shake the stem and make sure it is sturdy. The berries should be full, with no sign of wrinkling. Yellow leaves should be avoided; look for dark green foliage.” Your best protection, however, is to purchase from trustworthy suppliers, who use the best practices in growing, harvesting, processing, and shipping. Hypericum is valued for its hardy life in the vase, and with the latest varieties, not only the berries but also the foliage can be expected to perform well. Don’t take that performance for granted: demand the best, and take care yourself to process hypericum correctly, as in the care tips at right. b

HYPERICUM • Purchase hypericum with plump (unwrinkled) berries and dark green leaves; both should be free of brown or gray spots. Each stem should contain at least 8-12 berries; some varieties, with four or five lateral branches, may offer up to 18 berries per stem. • Cut 1-2 inches from the stem end and place in a lukewarm flowerfood solution. Allow the stems a good long drink (two hours or more) before placing them in a 38-40 degree F cooler. • Before placing hypericum in the cooler, remove plastic packing sleeves to prevent botrytis mold from forming on the berries or upper leaves. • Hypericum stems are very thirsty; check water levels daily. • Expect a vase life of two weeks or more; the berries may last longer than the leaves.


NOVEMBER 2014 63

what’s in store

STAR QUALITY Everyone loves Teleflora’s iconic collectibles, the ornament jars. Made of metallized ceramic with hand-applied details, this year’s selection is featured in the nationally advertised Starry Ornament Bouquet. The wide opening and lid pick make it easy to work with. Call 800-333-0205 or visit

FOR A FAERIE CHRISTMAS… or for wedding décor, the new LED Faerie Lites from Kurt Adler offer a slim, delicate-looking design. Powered by AA batteries, the lights can be submerged in water except for the battery pack. Each light set has 25 lights spaced four inches apart, with a two-foot lead wire, for a total of about 10 feet. Call 800-243-9627 or visit


DON’T BE SQUARE From classic dots and nautical stripes to funky chevrons and ancient symbols in fresh colors, geometric patterns are predicted to remain strong for spring and summer 2015. Reliant Ribbon has them in a variety of styles and colors that can be combined for a dynamic effect. Call 800-886-2697 or visit

WHO’S WHO? Adorable, furry leopard owls, each measuring seven inches, come in two styles for realistic contrast. Lending interest and animation to seasonal displays, they’re part of the Critters! collection from Pioneer Imports & Wholesale. Call 888-234-5400 or visit

advertiser links

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.

CENTRAL REGION MARCH 6-8, 2015, GRAND RAPIDS, MI Great Lakes Floral Expo, DeVos Center. Call the Michigan Floral Association at 517-575-0110 or visit

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







Northeast Floral Expo, Mystic Marriott Hotel.

877-530-TREE (8733)


at 800-352-6946 or visit

Atlanta International Gift & Home

8-12), AmericasMart. Call 800-ATL-MART


MARCH 14-15, 2015, GROTON, CT Call the Connecticut Florists Association

Furnishings Market (temporaries, January

To access our advertisers’ websites, go to and click on “Advertisers in This Issue.”




800-253-0409 HARVEST IMPORT







or visit



JANUARY 14-20, 2015, DALLAS, TX

North Texas Unit, Profitable Event Designs


Dallas Holiday & Home Expo, Dallas

with Tom Simmons, Botanica. Call Lauren


Market Center. Call 800-DAL-MKTS or

Darr at 903-746-3615.








JANUARY 15-19, 2015, CHICAGO, IL


Chicago Winter Market, Merchandise Mart.


JANUARY 21-23, 2015, FORD LAUDERDALE, FL TPIE (Tropical Plant Industry Exhibition), Broward County Convention Center. Visit

JANUARY 23-26, 2015, LOS ANGELES, CA California Gift Show, Los Angeles Convention Center. Call 800-318-2238 or visit

JANUARY 31-FEBRUARY 4, 2015, NEW YORK, NY NY Now, The Market for Home + Lifestyle, Jacob K. Javits Convention Center and Passenger Ship Terminal Pier. Call 800-272-SHOW or visit

JUNE 30-JULY 4, 2015, DENVER, CO National AIFD Symposium, Sheraton









Find out how!



800-977-4483 SEMINOLE


800-638-3378 3



800-747-0396 SYNDICATE SALES




800-342-2251 TELEFLORA

18, 26




Denver Downtown. Call 410-752-3318 or visit



Did you know you can read past and current issues online? Go to the digital library link at





NOVEMBER 2014 65


COLUMN DESIGNS LIGHT-WEIGHT plastic decorative Columns These affordable, portable custom height columns are great for special events such as weddings or banquets.

EQUIPMENT Refrigerators For Flowers

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Give me a call 866-461-7978 if you need additional info.

EMPLOYMENT Florasearch, Inc. In our third decade of performing confidential key employee searches for the floriculture industry and allied trades worldwide. Retained basis only. Candidate contact welcome, confidential, and always free. 1740 Lake Markham Rd., Sanford, FL 32771 Phone: (407) 320-8177 / Fax: (407) 320-8083

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For rates and info, call

at 800-421-4921

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Find out how! Go to the digital library link at


where to buy

continued on page 70

For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, 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 1.5-inch glass ball ornaments in matte green and brown and wool fabric in tan, Accent Décor.

FOCUS ON DESIGN, pages 8-9 Tapered Cubes in Holiday Red, Container Source. Star pins, Fitz Design. Red pillar candles, Candle Artisans.


SANTA’S HELPER, page 40 Sitting Santa/Elf Ornament, Kurt Adler. Cube and Mini vase, Teleflora.

page 41

WRAP IT UP, page 41 Urban Stone square in weathered slate, Syndicate Sales. Permanent berries, Pioneer Imports & Wholesale.



page 48-51

page 42 Versatility Embracers in black, Fitz Design. Frosted eucalyptus foliage, Wm. F. Puckett. Mitsumata, Accent Décor.

DO YOU BELIEVE?, page 43

A SPARKLING EMBRACE, page 36 Versatility Embracer, Fitz Design.

Peacock angel ornaments, Kurt Adler. Gilded curly willow, Wm. F. Puckett. 8-inch Centerpiece Tray, Syndicate Sales.

THREE IN ONE…, pages 44-45

LASTING LOVE, page 38 Glitter Sticks, Syndicate Sales. Large bamboo cube, Teleflora. Burlap ribbon with matching edge in taupe, Reliant Ribbon. Red glittered sheer ribbon, Berwick Offray.

Kristin & Company scented jar candles (these come with lids, not shown), T.R. McTaggart. 8-inch Centerpiece Tray, Syndicate Sales. Lomey dishes, Smithers-Oasis.

…AND TWO MORE, page 46 Kristin & Company scented jar candles (with lids, not shown), T.R. McTaggart. Single Design Bowl and burlap cylinder, Syndicate Sales. Frosted salal and lily grass, Wm. F. Puckett. #16 Gazette ribbon in stone color, Berwick Offray.


pg 39

page 39 Glitter Sticks, Syndicate Sales. Droplet Sprays in apple color, Lion Ribbon.

Throughout: Leyland cypress and ming pine, Wm. F. Puckett.

Satin Collection container, Teleflora. Red Deco Beads garland, Berwick Offray. Mega Beaded Wire in apple green, Smithers-Oasis.

page 16

pages 36-47


pages 48-60


Crushed glass, Accent Décor.



page 47 Porcelain Holy Family, Kurt Adler Co. Mitsumata, Accent Décor. Centerpiece Tray, Syndicate Sales. Ribbon and white Deco Beads garland, Berwick Offray.

pg 51

White Mist foliage, Wm. F. Puckett. Large and small julep vases, Teleflora. Silver ornaments and finials and white Fiber Sticks, Accent Décor. Ocean of Diamonds diamond wrap, Fitz Design. Apothecary Assortment and white Café Collection vases, Syndicate Sales. Wide sequined silver ribbon, D. Stevens.

RICHLY RED, pages 52-55 Gilded foliage (magnolia leaves, seeded eucalyptus, and boxwood), Wm. F. Puckett. Gold glittered mitsumata and long test tubes with cups at the top, Accent Décor. Gold crushed glass and stemmed glass cylinder candleholders, UCI. Mirrored gold cubes, Teleflora. Red ornaments, Jamali Garden. Four-inch red ribbon with gold embroidery, D. Stevens. 15-inch and 18-inch Aquafoam wreath forms, Syndicate Sales. 13-inch Design Ring (tray with foam wreath) for centerpiece, Smithers-Oasis. Gold floating candles, Candle Artisans.

NATURE’S HOLIDAY, pages 56-60 Weathered Oak planter, Syndicate Sales. Manzanita, Schusters of Texas. 1.5-inch glass ball ornaments in matte green and brown, Terrace Hangers, and wool fabric in tan, Accent Décor. Bamboo rectangles, Teleflora.

Accent Décor, Inc. Cal l 800-385-5114 or visit Berwick Offray. Call 800-327-0350 or visit Candle Artisans. Call 908-689-2000 or visit Container Source. Call 800-499-6128 or visit D. Stevens LLC. Call 888-582-9915 or visit Fitz Design. Call 800-500-2120 or visit Jamali Garden and Floral Supply. Call 212-996-5534 or visit Kurt S. Adler, Inc. Call 800-243-9627 or visit Lion Ribbon. Call 800-551-LION 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 Syndicate Sales. Call 800-428-0515 or visit Teleflora. Call 800-333-0205 or visit T.R. McTaggart, Inc. Call 800-433-0983 or visit htm. UCI (Unlimited Containers, Inc.). Call 888-880-8998 or visit Wm. F. Puckett. Call 800-426-3376 or visit

NOVEMBER 2014 67

wholesaler connection ARIZONA PHOENIX Conroy Wholesale Florist The Roy Houff Company CALIFORNIA FRESNO Designer Flower Center INGLEWOOD American Magazines & Books OAKLAND Piazza International Floral SACRAMENTO Flora Fresh SAN DIEGO San Diego Florist Supplies SANTA ROSA Sequoia Floral International FLORIDA PENSACOLA American Floral Wholesale of Pensacola Carlstedt’s, LLC GEORGIA OMEGA Hornbuckle Wholesale Florist HAWAII HONOLULU Flora-Dec Sales ILLINOIS CHICAGO The Roy Houff Company NORMAL The Roy Houff Company WHEELING The Roy Houff Company

Flowers& magazine distributors

KANSAS WICHITA Valley Floral Company KENTUCKY LOUISVILLE The Roy Houff Company LOUISIANA BATON ROUGE Louisiana Wholesale Florists LAFAYETTE Louisiana Wholesale Florists MASSACHUSETTS BOSTON Jacobson Floral Supply MICHIGAN WARREN Nordlie, Inc. MINNESOTA MINNEAPOLIS Koehler and Dramm ROSEVILLE North American Wholesale Florist, Inc. MISSOURI ST LOUIS LaSalle Wholesale Florist NEW YORK CAMPBELL HALL Henry C. Alders OHIO DAYTON Nordlie, Inc. NORTH CANTON Canton Wholesale Floral PARMA Cleveland Plant & Flower Company

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


Reward without the Risk we promise!

TEXAS DALLAS American Agroproducts, Inc. HOUSTON Pikes Peak of Texas Southern Floral Company LUBBOCK Lubbock Wholesale Florist UTAH SALT LAKE CITY Ensign Wholesale Floral VIRGINIA NORFOLK The Roy Houff Company RICHMOND The Roy Houff Company WASHINGTON TACOMA Washington Floral Service CANADA BURNABY, BC Kirby/Signature Floral Supply

Sell Flowers& in your store! for extra profits Select any quantity— no minimum Whatever you don’t sell we buy back! Yes, it really is that simple.

Call 800-321-2665

MALAYSIA SELANGOR Worldwide Floral Services SINGAPORE Worldwide Floral Services



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