Villa Park's The Flowery - Original LA Flower Market
Villa Park's The Flowery - Original LA Flower Market
Villa Park's The Flowery - Original LA Flower Market
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A Bi-Monthly Publication of <strong>The</strong> Los Angeles <strong>Flower</strong> <strong>Market</strong> of the American Florists Exchange, Ltd. January – February 2011 • Volume 20 - Number 1<br />
<strong>Villa</strong> Park’s <strong>The</strong> <strong><strong>Flower</strong>y</strong><br />
Carolyn Kain and Billie O’Brien Tend <strong>The</strong>ir<br />
<strong>Flower</strong>s and Customers with Care See page 4<br />
From left, Carolyn Kain, Billie O’Brien and Hasmig Asyam in the Viila Park store.<br />
Hot or not? Floral trends to watch for in 2011. See page 8
You’ll Find the Best Quality, Best Prices for<br />
Valentine’s Day at the Los Angeles <strong>Flower</strong> <strong>Market</strong><br />
<strong>The</strong> Merchants of the<br />
Los Angeles <strong>Flower</strong> <strong>Market</strong><br />
Street map above<br />
A. Dalsol Orchid Warehouse ....213 614-1925<br />
B. Floral Delivery Co-op ........213 623.6974<br />
..............................213 387.1357<br />
C. Paul Ecke Poinsettias ........213 622.8667<br />
December Only<br />
D. See detail (above right)<br />
E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514<br />
F. Mellano & Company .........213 622.0796<br />
Full Service<br />
G. Mellano & Company<br />
Wholesale Florist ............213 622.0796<br />
Full Service<br />
I. Dayro’s Wholesale ...........213 623.4355<br />
J. J. Dayro’s Certified<br />
Florist, Inc. ..................213 623.5239<br />
Floral Supplies<br />
K. Floral Supply Syndicate. .....213 624.3982<br />
Floral Supplies<br />
L. Moskatel, Inc. ...............213 689.4650<br />
Floral Supplies<br />
M. Stamis Wholesale ...........213 622.6770<br />
Floral Supplies<br />
N. Floral Prop Rental ...........213 622.1700<br />
Floral Supplies<br />
O. Abigail’s <strong>Flower</strong>s ............213 622.5041<br />
Jay’s Plants .................213 612.0353<br />
P. <strong>LA</strong> <strong>Flower</strong> District<br />
Association (Badge) .........213 627.3696<br />
Q. Milagra .....................213 629.5867<br />
Exotic orchids<br />
Hours:<br />
D<br />
Enlarged to show<br />
market vendors<br />
Trade/Wholesale: M/W/F: 2 to 8 a.m.; T/T/S: 5 to 6 a.m. M/W/F: 8 a.m. to noon; T/T/S: 6 a.m. to 11 a.m.<br />
Public: ($2 admission weekdays; $1 on Saturday) For holiday and special hours, see www.<strong>LA</strong><strong>Flower</strong>District.com.<br />
Los Angeles <strong>Flower</strong> <strong>Market</strong> of the American Florists Exchange, Ltd.<br />
1. JX Grand Tree Inc. .........213 833.0002<br />
3. William Sanchez<br />
Wholesale ................213 627.6312<br />
Miscellaneous Cut <strong>Flower</strong>s<br />
4. Dan Stamis Wholesale .....213 622.6770<br />
Greens<br />
5. Blossom Valley ............213 891.9320<br />
Roses<br />
6. G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050<br />
Full Service<br />
7. Dayro’s Wholesale .........213 623.5177<br />
Roses & Cut <strong>Flower</strong>s<br />
7A. <strong>Flower</strong> Salad ..............213 624.1974<br />
Miscellaneous Cut <strong>Flower</strong>s, Greens<br />
7B. Dayro’s Wholesale .........213 623.5177<br />
Roses & Cut <strong>Flower</strong>s<br />
8. H.O. Norman ..............213 614.1031<br />
Floral Supplies<br />
10. Tommy’s <strong>Flower</strong> Land .....213 622.1205<br />
Roses<br />
11. Eliseo’s ...................213 627.4898<br />
Miscellaneous Cut <strong>Flower</strong>s<br />
12A. Kimura Plus ...............213 488.1620<br />
12B-. RDP Floral ................213 623.8069<br />
13B Roses & Carnations<br />
13A. Adriana’s Wholesale . . . . . . . 213 624.0407<br />
14. Choice <strong>Flower</strong>s............213 489.4879<br />
Miscellaneous & Exotic <strong>Flower</strong>s<br />
17. Stelzner Wholesale ........213 891.1514<br />
Miscellaneous Cut <strong>Flower</strong>s<br />
18. Sanvilla Wholesale ........213 489-7089<br />
Greens<br />
20. Cal Pom Pons ............213 623.6651<br />
Supermarket Florals, Rose Petals & Roses<br />
23, Mellano & Company ......213 622.0796<br />
33, 34. Full Service<br />
24. Valle Wholesale ..........213 688.8810<br />
Full Service<br />
26. Gonzalez Wholesale . . . . . . 213 613.0756<br />
Miscellaneous Cut <strong>Flower</strong>s<br />
27. C&K Wholesale ...........213 327-0313<br />
28. Ted’s Evergreens .........213 624.9510<br />
29B. Greens<br />
29A. Vases by Robert ..........818 434.1512<br />
- 30 Ceramics<br />
31. Balloons Away ...........213 683.8819<br />
32A. Gilbert Wholesale ........213 689.9564<br />
32B. A Ruiz Wholesale .........213 622.3695<br />
Exotic Cut <strong>Flower</strong>s<br />
36. - Tropical U.S.A.............213 614.1915<br />
37. Exotic Cut <strong>Flower</strong>s<br />
39. Paraiso <strong>Flower</strong>s ..........213 488-0376<br />
Full Service<br />
40. S.O.S. ....................213 896.0322<br />
Miscellaneous Cut <strong>Flower</strong>s<br />
42. Growers Direct . . . . . . . . . . .213 688-8805<br />
43. Cut <strong>Flower</strong>s<br />
44. Paradise Gardens.........213 488.5144<br />
Full Service<br />
45. Orchid Oasis .............213 627.3805<br />
Orchids<br />
50. Sanchez, Martin ..........213 629.4154<br />
Fruit, Candy & Stuffed Animals<br />
We Look Forward to Seeing You Soon!<br />
Become a Los Angeles <strong>Flower</strong> District member. See pages 17-18.
This newsmagazine is published bi-monthly by <strong>The</strong> Los Angeles <strong>Flower</strong> <strong>Market</strong> of<br />
<strong>The</strong> American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA<br />
90014 • Internet: www.bloominnews.com. Subscription and advertising details at<br />
BloominNews.com.<br />
Los Angeles <strong>Flower</strong> <strong>Market</strong> Hours & Info<br />
Maps, Tenants, Hours, the Season's <strong>Flower</strong>s and More can be found at<br />
www.<strong>LA</strong><strong>Flower</strong>District.com.<br />
Board of Directors<br />
American Florists’ Exchange, Ltd., Los Angeles <strong>Flower</strong> <strong>Market</strong><br />
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,<br />
Jon Prechtl, John Williams, Christopher Calkins<br />
<strong>LA</strong>FD Association Member Badge Program<br />
Frank Reyes<br />
766 Wall Street, Los Angeles, CA 90014<br />
www.<strong>LA</strong><strong>Flower</strong>District.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696<br />
Los Angeles <strong>Flower</strong> <strong>Market</strong> of the American Florists’ Exchange<br />
754 Wall Street, Los Angeles, CA 90014<br />
Mon.-Fri., 6 am to 2 pm • (213) 622-1966 (213) 622-0796<br />
Editorial and Advertising<br />
Peggi Ridgway, Wordpix Editorial Solutions<br />
5146 East 23rd Street, Tulsa, OK 74114<br />
Phone 800 200-1101; FAX 918 743-1105; Email: peg@wordpix.com<br />
Marisol Basaldua, Los Angeles <strong>Flower</strong> District Reporter<br />
Phone: 213 622 0796 X 253 • Email: mbasaldua@mellano.com<br />
Art Director<br />
Michael Wheary, Calypso Concepts<br />
Subscribe Your Florist Friend<br />
California florists and those actively working in the California floral and horticulture<br />
industry are invited to join our mailing list at no cost. Subscribe at BloominNews.<br />
com or fax your name, business name and address to FAX 918 743-1105. You can<br />
also subscribe online to our email list to be notified when the PDF version of <strong>The</strong><br />
Bloomin’ News is available at the website.<br />
Advertise in Bloomin’ News<br />
Our circulation is on the rise and we continue to hear from our readers – florists and<br />
others in the floral industry – about their love of this mini-magazine. That’s good<br />
news for our advertisers. Visit www.bloominnews.com or contact our editorial office<br />
for advertising rates and details. Phone (714) 228-1101; email: peg@wordpix.com.<br />
Index to Advertisers<br />
American Floral Endowment . .......................Page 12<br />
<strong>Flower</strong> <strong>Market</strong> History Book ........................Page 11<br />
Los Angeles <strong>Flower</strong> District Badge Program .......Page 17-18<br />
Los Angeles <strong>Flower</strong> <strong>Market</strong> ..........................Page 3<br />
Mellano & Company ................................Page 13<br />
Moskatels/Michaels ................................Page 20<br />
Phil Rulloda School of Floral Design. ..................Page 6<br />
Prudential California Realty .........................Page 10<br />
Teleflora ..........................................Page 19<br />
Wordpix . ...........................................Page 7<br />
Contents<br />
Cover Story:<br />
<strong>Villa</strong> Park’s <strong>The</strong> <strong><strong>Flower</strong>y</strong> 1<br />
<strong>LA</strong> <strong>Flower</strong> <strong>Market</strong> Map 2<br />
People and Places 6<br />
Feature: Floral Trends for 2011 8<br />
Potpourri 10<br />
Bright Ideas 14<br />
Feature: <strong>Flower</strong> Arranging for<br />
National Television – In Another State 15<br />
Happenings/Calendar 16<br />
CeLebrATiNG 90 YeArS iN 2011<br />
It’s YOUR <strong>Flower</strong> <strong>Market</strong>!<br />
<strong>The</strong> <strong>Original</strong><br />
Los Angeles <strong>Flower</strong> <strong>Market</strong><br />
A Wonderland of Quality, Freshness, Variety,<br />
Selection and Great Pricing<br />
754 Wall Street, Los Angeles<br />
<strong>LA</strong><strong>Flower</strong>District.com<br />
THE BLOOMIN’ NEWS 3 JAN – FEB 2011
<strong>Villa</strong> Park’s <strong>The</strong> <strong><strong>Flower</strong>y</strong><br />
“ More than anything,<br />
I must have flowers always, always.”<br />
his heartfelt expression by Claude Monet (1840-1926), founder of French impressionist painting, sets a mood of expectation for Carolyn<br />
Kain’s <strong>The</strong> <strong><strong>Flower</strong>y</strong>, in <strong>Villa</strong> Park, Orange County. Monet’s quote is displayed in stylistic lettering across the top of one entire wall of<br />
the retail shop, where it looks down almost as a symbolic exclamation mark for the myriad of fresh and silk flowers and flower-related<br />
products in the garden-themed shop.<br />
Owner Carolyn Kain and her daughter Billie O’Brien could easily own Monet’s statement, as a conversation with either will cause their<br />
love of flowers to surface easily. Just like Monet, they know they are blessed to be working with such beauty and sharing it with others.<br />
From an ideal, highly visible location in the busy Ralphs <strong>Market</strong> retail center on Santiago Boulevard, this popular shop is accustomed<br />
to serving generations of adoring customers. Although the economic downturn has impacted <strong>The</strong> <strong><strong>Flower</strong>y</strong> as it has most<br />
retail floral shops, it’s still not unusual for lines to stretch out the door as the high school prom season begins. This past prom season,<br />
Carolyn, Billie, designer Hasmig Asyam and Carolyn’s two granddaughters Missy Diaz and Jamie O’Brien were in the throes of making<br />
boutonnieres and corsages for dozens of young people, while Carolyn and Billie were still learning how to use their first-ever Point-Of-<br />
Sale computer system (Teleflora’s Dove). This made for a prom season more challenging than usual.<br />
<strong>The</strong> three designers have adapted well to their expanded roles with reduced staff levels, with everyone multi-tasking. Billie manages<br />
the store’s “front,” Carolyn does the bookwork and services walk-in and phone customers. Hasmig designs the silk arrangements<br />
and some fresh floral pieces. Carolyn designs corsages and boutonnieres; Billie, who studied at Southern California School of Floral<br />
Design and holds an Associate of Science degree, designs arrangements. She also delivers orders, operates the computer, designs<br />
window and front-of-store displays and handles the buying and merchandising and the general maintenance of the store.<br />
Billie has worked at <strong>The</strong> <strong><strong>Flower</strong>y</strong> for 26 years with her mother, Carolyn. Age 73, Carolyn has owned <strong>The</strong> <strong><strong>Flower</strong>y</strong> all those 26 years<br />
and worked in the floral industry for many more. Both women speak of their intention to show creativity in the displays and storefront,<br />
as well as in floral design.<br />
“Some shops are so outdated,” Billie says. “Our business is about creativity!”<br />
Creative it is then, with the latest remodel including the addition of weathered wood and old-time displays which, Billie says, you<br />
can either “dress up or dress down.” Well worn wood appears at home in this indoor garden filled with blooming flowers, trellis, rustic<br />
wood chairs and running waterfall.<br />
4 (Above) Billie O’Brien at <strong>The</strong> <strong><strong>Flower</strong>y</strong> design table<br />
by Peggi Ridgway
A great deal of thought went into <strong>The</strong> <strong><strong>Flower</strong>y</strong>’s consultation area,<br />
where customers are more acceptable to ideas if they are completely<br />
comfortable. Here is a small room of its own (not just a space off to the<br />
side) complete with loveseat, wall paintings, a “Welcome” plaque and a<br />
small table.<br />
Other areas of the shop are themed by color and topic, including the<br />
beach and seashell display, a display filled with burgundy and green, another<br />
with masses of pinks and reds, and one of blues and greens, always in<br />
large, attention-getting masses of vivid color.<br />
Carolyn’s path to the present<br />
Carolyn purchased the shop in 1984 from Mary Wright, who had<br />
owned it only for about a year. With her husband, William (Bill) Kain, and<br />
two young children (Ron and Billie), the family turned <strong>The</strong> <strong><strong>Flower</strong>y</strong> into the<br />
success it is today.<br />
Success was not immediate, however, and, of course, it was based on<br />
years of experience in a variety of floral shops in Southern California. But<br />
it began in Carolyn’s hometown of Bainbridge, nestled among the lush<br />
flowers and greenery of Southwest Georgia, where her first job came at<br />
the age of fourteen. As the oldest of five children, she went to work at Pettyjohn<br />
Florist in Bainbridge to help with family expenses. Mr. Pettyjohn, the<br />
husband of one of her school teachers, taught her how to clean flowers<br />
and to make simple arrangements using scraps and day-old flowers. She<br />
continued to work at Pettyjohn over college breaks, developing her skills,<br />
learning business operation and further developing her love for the art of<br />
floral design and finding comfort in the flowers themselves.<br />
Her boss’s wife, Mrs. Pettyjohn, was her home economics teacher and<br />
responsible for Carolyn’s getting the flower shop job at 50 cents per hour.<br />
When the shop was busy and needed her help, all Mr. Pettyjohn had to do<br />
was call the Principal and request her. <strong>The</strong> busy work and school schedule<br />
did not keep Carolyn Kain from being a super achiever, however, as she<br />
served as valedictorian for her graduating class. She then worked all summer<br />
to pay for her tuition at Georgia’s Martha Berry College.<br />
Marriage, children and family transitions followed and when the Kains<br />
landed in Southern California, Carolyn at first found it difficult to get work<br />
in a floral shop.<br />
“I had been walking Avalon Boulevard in down Wilmington in high<br />
heels and white gloves, and I got nowhere. I hit all the shops.” At the end of<br />
the day, her feet hurt so badly, she walked home barefooted.<br />
Before long, designing flowers for her cousin’s wedding shower, she<br />
sent Bill to the local flower shop with a list of what she needed. <strong>The</strong> shop<br />
staff were so impressed with her knowledge and planning ability that they<br />
referred her to a shop with an opening – <strong>Flower</strong>s by Marvin, in Lomita.<br />
Carolyn worked there six years before moving to San Bernardino, where<br />
she worked for Dave Hilton, Hilton’s <strong>Flower</strong>s. In the late 1970s, she bought<br />
Sharar’s <strong>Flower</strong>s in La Habra, then purchased <strong>The</strong> <strong><strong>Flower</strong>y</strong>, not far away, in<br />
<strong>Villa</strong> Park.<br />
<strong>Flower</strong>s – always, always<br />
It’s always been about flowers for Carolyn Kain, and for her daughter<br />
Billie O’Brien. <strong>The</strong> beauty and freshness of these jewels of nature are uplifting<br />
and the messages they convey from their senders are heartfelt and sincere. It<br />
is no wonder then that <strong>The</strong> <strong><strong>Flower</strong>y</strong> is a garden experience from the hearts of<br />
two people who believe, as Ralph Waldo Emerson asserted, that flowers “are<br />
a proud assertion that a ray of beauty outvalues all the utilities of the world.”<br />
Antique wood forms a perfect background for this yellow theme<br />
Hasmig adds finishing touch to an arrangement<br />
A fruit wreath in autumn color arrangement at <strong>The</strong> <strong><strong>Flower</strong>y</strong> 5
People & Places<br />
Mellano Names Bruce Brady <strong>Market</strong>ing Director<br />
After more than a decade in<br />
the floral industry, Bruce Brady<br />
has joined Mellano & Company<br />
to lead the marketing and<br />
business development efforts.<br />
Bruce enjoyed an interesting<br />
career in several non-floral<br />
industries before entering<br />
the floral business, including<br />
international oil development<br />
and shipping, university teaching, mining and then moved<br />
from “something more beautiful than gold: flowers.” He<br />
worked with two of the largest California flower growers, Sun<br />
Valley and Farmers West.<br />
Asked what he most likes about the flower business, Bruce<br />
responds, “the people, the always busy, changing daily issues<br />
around growing and distribution and the opportunity to<br />
make the company and the industry better.” He says working<br />
in the flower industry is something like “Hotel California” – you<br />
can never leave. He realizes that “what we do with flowers is<br />
more than a job because it impacts a lot of people directly or<br />
indirectly. Even though it can be crazy at times, it’s fun and<br />
dynamic and I love it.”<br />
Phil Rulloda’s<br />
Basic & Advanced<br />
Floral Design<br />
Exotics, European & Parallel,<br />
Ikebana, Bridal & Party,<br />
Shop Ops, Pricing for Profit<br />
2011<br />
C<strong>LA</strong>SS SCHEDULE<br />
Instruction Hours:<br />
Monday-Friday, 9 a.m. - 5 p.m.<br />
Floral Designer<br />
Jan 3-14, Feb. 28-March 11<br />
April 11-22, June 6-17, July 11-22<br />
Sept 12-23, Oct 31-Nov 11<br />
Advanced Floral Designer<br />
Jan 17-19, March 14-16<br />
June 20-22, July 25-27<br />
Sept 26-28, Nov 14-16<br />
Advanced Wedding Designer<br />
Jan 24-25, April 4-5, June 27-28, Oct 3-4<br />
Special Events/Décor Designer<br />
Jan 26-28, April 6-8, June 29-July 1, Oct 5-7<br />
Design For Excellence<br />
May 16-17<br />
Permanent Botanicals<br />
May 25-26, Sept 29-30<br />
One Day Workshops<br />
Hand Tied – March 21, Oct 17<br />
Novelty – March 22, Oct 18<br />
Holiday – December 10<br />
Southern California School of Floral Design<br />
843 S. State College Boulevard, Anaheim, CA 92806<br />
714 776-7445 or 800 981-7445 • www.philrulloda.com<br />
In Memoriam: Jack Williams, Ecke Ranch<br />
Jack Williams passed away<br />
unexpectedly on October 18,<br />
2010 while traveling in Australia<br />
on business for the Ecke Ranch.<br />
Involved in the evaluation,<br />
selection and introduction of<br />
new products distributed by<br />
Ecke Ranch and its international<br />
crops divisions, Ecke Europe and<br />
P<strong>LA</strong>, he focused on poinsettias<br />
and annual bedding plants, geraniums, kalanchoe and other<br />
vegetative annual crops. He was a frequent guest on radio and<br />
television garden shows and wrote for the consumer press as<br />
well as the industry. He was a charismatic, friendly guy who<br />
blazed an amazing trail, according to one co-worker.<br />
Gerry Gregg AIFD CFD Wins<br />
“Top Ten” Competition<br />
Gerry Gregg AIFD CFD, of <strong>The</strong> <strong>Flower</strong> Mkt: Chico, took<br />
the 2010 Top Ten floral design competition award at the<br />
annual conference of the California State Floral Association.<br />
Gregg will represent CSFA in the Society of American Florists’<br />
Sylvia Cup competition in 2011. Other winners were: Junko<br />
Yamamoto of Compani <strong>Flower</strong>s in Costa Mesa (Second<br />
Place); Anna Starkey AzMF, Mayesh Wholesale Florist in<br />
Tempe, AZ (Third Place); Svenja Brotz AIFD CCF CFD, of<br />
Chestnut & Vine Floral Design in Berkeley (People’s Choice).<br />
<strong>The</strong> Top Ten competition was sponsored by Teleflora. <strong>The</strong><br />
commentator, sponsored by <strong>The</strong> Master Florists Association,<br />
was Lee Burcher AIFD CCF CFD PFCI, of Bixby Knolls Florist. <strong>The</strong><br />
Top Ten finalists were: Svenja Brotz AIFD CCF CFD, Chestnut<br />
& Vine Floral Design, Berkeley; Amanda Rounds of Shell<br />
Beach Floral Design in Grover Beach; Emil Yanos of Rosebowl<br />
Florist in San Francisco; Masako Lesure of Compani <strong>Flower</strong>s in<br />
Oceanside; Miguel Solis of Bixby Knolls Florist in Long Beach;<br />
Kiku Goto-Berry, Unique Floral Shop in Montebello; and Suzie<br />
Bowen AIFD CCF CFD of Mission Hills Florist in San Diego.<br />
NORCAL Elects Officers<br />
<strong>The</strong> California Association of <strong>Flower</strong> Growers & Shippers<br />
(NORCAL) welcomes its 2010-2011 board of directors: Mike<br />
Franzoia, President (California <strong>Flower</strong> Shippers); Pat Mullen,<br />
First Vice President (Mayesh Wholesale Florist, Inc.); Joe Ortiz,<br />
Second Vice President (Joseph & Sons, Inc.); and Directors:<br />
Steve Dionne (United Floral Exchange); Mike Crosby<br />
(<strong>The</strong> Sun Valley Group); Kim Kudo (Kim’s <strong>Flower</strong> Network);<br />
Erik Va Wingerden (Myriad <strong>Flower</strong>s International, Inc.);<br />
THE BLOOMIN’ NEWS 6 JAN – FEB 2011
Robert Kitayama (Kitayama Bros.); Dee Dee Meininger<br />
(Obie’s Floral); Jason Levin (Dos Gringos, A <strong>Flower</strong> Company);<br />
Carmen Garcia (Coastal Nursery, LLC/Monterey Bay Heather);<br />
Joe Goldberg (Skyline <strong>Flower</strong> Growers & Shippers); Jose<br />
Arellano (O&J Growers).<br />
CCFC Announces Commissioner Election Results<br />
<strong>The</strong> California Cut <strong>Flower</strong> Commission recently concluded its<br />
annual Board of Commissioner elections. <strong>The</strong> following producers<br />
were elected by their peers to serve a term of three years:<br />
District 2 – Commissioner: Chad Nelson (Eufloria <strong>Flower</strong>s,<br />
Nipomo); Alternate – Jennifer Everett (California Floral<br />
Greens, Watsonville);<br />
District 3 – Commissioner: June Van Wingerden (Ocean<br />
Breeze International, Carpinteria); Alternate – Karen Graf<br />
(Hilltop <strong>Flower</strong>s, Carpinteria); Commissioner – David Van<br />
Wingerden (Westland Floral, Carpinteria; Alternate: Vacant;<br />
District 4 – Commissioner: Michael A. Mellano (Mellano &<br />
Company, Oceanside); Alternate: Vacant.<br />
Eight producers and one public member comprise the Board<br />
of Commissioners for the California Cut <strong>Flower</strong> Commission.<br />
<strong>The</strong>y represent the above four specific growing regions in the<br />
state. About one-third of the CCFC’s Board of Commissioner<br />
positions are open for nomination and election each year.<br />
ASCFG Recognizes Gay Smith<br />
Some of the ASCFG conference attendees<br />
Gay Smith, Technical Consulting Manager for Chrysal<br />
USA, was presented the Allan M. Armitage Leadership Award<br />
by the Association of Specialty Cut <strong>Flower</strong> Growers at its<br />
2010 National Conference in Tulsa, OK in November. Gay,<br />
an expert on cut flower postharvest handling, has worked in<br />
wholesale, import and bouquet making and has been with<br />
Chrysal for ten years. ASCFG also recognized Laurie Hodges,<br />
University of Nebraska, with its Outstanding Service Award,<br />
and honored long-time member Ruth Moore for her service.<br />
People & Places<br />
PMA Announces Floral <strong>Market</strong>er of the Year<br />
<strong>The</strong> Floral <strong>Market</strong>er of the Year honor went to Bill Byland,<br />
business manager of Micky’s Minis Floral Express, a division<br />
of N.G. Heimos Greenhouse, at the Produce <strong>Market</strong>ing<br />
Association’s October conference in Orlando. Micky’s Minis<br />
sells a novelty gift item – small scale plants in two-inch pots<br />
with colorful seasonal and holiday accessories. PMA has also<br />
announced its 2011 board: Chairman John Anderson (<strong>The</strong><br />
Oppenheimer Group, Coquitlam, BC); and, among others,<br />
these Californians: Tonya Antle (Earthbound Farm, Salinas);<br />
Karen Caplan (Frieda’s Inc., Los Alamitos); J. Scott Car<br />
(YottaMark, Redwood City); Lorri Koster (Mann Packing Co.,<br />
Salinas); Jim Leimkuhler (Progressive Produce Corp., Los<br />
Angeles); Lisa McNeece (Grimmway Farms, Bakersfield); Dick<br />
Spezzano (Spezzano Consulting Service, Monrovia).<br />
Jim Wanko Leaves WF&FSA<br />
After nearly twelve years as executive vice president of the<br />
Wholesale Florist & Florist Supplier Association, Jim Wanko<br />
retired on December 31, 2010. Wanko’s 30 years in the floral<br />
industry included leadership roles with SAF, publically held<br />
and private companies and Promoflor, a nationwide flower<br />
marketing campaign. Trish Lilly of Thomson Management<br />
Associates is WF&FSA’s new management executive.<br />
Business Design sinCe 1989<br />
<strong>The</strong> Right Design for Your<br />
Website, Newsletter, Book<br />
or Company Manual<br />
Wordpix Solutions<br />
Contact Peggi Ridgway<br />
800 200-1101 / info@wordpix.com<br />
Producer oF <strong>The</strong> Bloomin’ news<br />
THE BLOOMIN’ NEWS 7 JAN – FEB 2011
8<br />
2 011<br />
Trending in<br />
By Peggi Ridgway<br />
Whether designing a home interior or a floral arrangement, consumers are looking for practicality, economy<br />
while expecting something new, refreshing and beautiful, say today’s fashion and color experts. Although it’s difficult<br />
to satisfy all expectations, some of which seem contradictory, color experts have given it a good try: From<br />
DuPont to Pantone and Global Color Research, fashion, flower and textile designers have shared their take on<br />
colors to excite and please the marketplace.<br />
American floral designers can take their cues from the <strong>The</strong> American Floral Trends Forecast*, which creates five<br />
groups of complementary colors for flowers and fabrics:<br />
“Eye Candy,” courtesy California Cut <strong>Flower</strong> Commission<br />
TechnoG<strong>LA</strong>M – A palette of sexy, intense, sophisticated<br />
and powerful colors best presented in contrasting<br />
full-volume pairs or trios against neutral white or gray<br />
backdrops.<br />
A dining table design from the Virginia Robinson<br />
Gardens 2009 Garden Tour, Beverly Hills<br />
ECOnomics – Green plants, especially those with verdant<br />
leaves, enjoy a renewed popularity. Tabletop gardens<br />
in structural containers (think cubes and glass) reflect sleek<br />
lines and textures of urban architecture. Accents of amethyst,<br />
azure and deep purple compete for attention.<br />
members of the Association of German Fashion and Textile designers developed their own set of color categories from<br />
forecasts by seventeen trend offices for fashion, textile, interior and consumer goods. <strong>The</strong> most important observation:<br />
a growing awareness of social responsibility. <strong>The</strong>se are their choices for the new year:<br />
Expectation - An optimistic view of the world’s situation, dominated by visions of a green oasis;<br />
Remembrance of happy times – employing a modern baroque style in washed out colors;<br />
Cheerfulness - with bright colors of flowers;<br />
Pride – metallic colors, night blue, copper red and silver white;<br />
Freedom – light colors with graphite grey and quicksilver
What flower will be the most in demand in 2011? Floral Management’s interview with Sylvia Cup Design Competition<br />
Grand Prize Winner Kyle Roberson gives us a clue. Designer Roberson was matched up with the Best in Show<br />
winner of the Outstanding Varieties Competition, “Jiuhbao Sweetie,’ exhibited by Transflora/DVFGBest. <strong>The</strong> popular<br />
phalaenopsis orchid got his attention. Roberson said his shop had used it a lot for weddings in 2010 and that this orchid<br />
is “a really big look this year.” In other industry discussions, the fluffy green Dianthus (think Carnation) is a leader.<br />
A hot potted plant for 2011? It’s the succulent, according to the Society of American Florists’ weekly e-brief.<br />
<strong>The</strong> plant’s waxy texture and rosette forms add interest, especially in wreaths and wedding bouquets, and their<br />
water-retaining attributes make them low maintenance.<br />
* <strong>The</strong> American Floral Trends Forecast was sponsored by Accent Décor Inc., Design Master Color Tool, Florists Review Enterprises, Oasis Floral<br />
Products and Hawaii Tropical <strong>Flower</strong> Council/Hawaii Florists & Shippers Association.<br />
Arranged for the “Rooms in Bloom” event at a private Bixby (Long Beach,<br />
CA) residence in July 2008; event sponsored by California State Floral<br />
Association and California Association of <strong>Flower</strong> Growers & Shippers.<br />
CURIOsities – A mix of eclectic natural finds, shabby<br />
chic and country décor generate a feeling of newness with<br />
vintage objects accented with a range of colors. Turquoise,<br />
2010’s favored color, along with peach, periwinkle, a muted<br />
gold and subtle browns create interest.<br />
NEWneutrals – safe, soothing neutrals have a totally<br />
new look now, thanks to a tinge of green or blue which<br />
enables them to change with the light. rather than the old<br />
somewhat cold feeling that neutrals once elicited, these offer<br />
warmth. most will complement the TechnoGlAm, economics,<br />
curiosities and Patchworld groups, especially the<br />
bolder, more vibrant colors, nicely.<br />
Other predicted trends for 2011:<br />
Assortment of flowers and fillers at the Los Angeles <strong>Flower</strong> <strong>Market</strong>.<br />
PatchWORLD – multiethnic and multicultural expressions<br />
are blended to create a very American demographic<br />
with these intense colors reminiscent of the patchwork quilt.<br />
earthy undertones help these vibrant and polychromatic colors<br />
to resemble organic hues of vegetable dyes.<br />
Anthurium arrangement against neutral kitchen backdrop.<br />
• colored glass, as in vases of cobalt blue, kiwi green, violet<br />
• seasonal home décor items become more popular for gift giving<br />
• consumers want more goods that demonstrate social responsibility<br />
• colors for the summer of 2011 will express emotion 9
Potpourri<br />
90 Years to be Celebrated at <strong>Flower</strong> <strong>Market</strong><br />
A breakfast buffet will be held early on the morning of Friday,<br />
January 21, 2011, for the tenants and customers of the Los Angeles<br />
<strong>Flower</strong> <strong>Market</strong> (American Florists’ Exchange, Ltd.), in celebration<br />
of the Ninetieth Anniversary of the <strong>Market</strong>’s establishment. <strong>The</strong><br />
board of directors will be present for the occasion.<br />
Consumers Choose Quality over Price<br />
In November, the Floral <strong>Market</strong>ing Research Fund released<br />
its study on Consumer Preference for <strong>Flower</strong>s as Gifts. When<br />
compared with other attributes when purchasing flowers,<br />
consumers ranked quality the highest consideration in the<br />
buying process, followed by color, price, design and other<br />
factors. <strong>The</strong> “Consumer Preference for <strong>Flower</strong>s as Gifts: Age<br />
Segments, Substitutes, and Perceived Risks” is the result of a<br />
two-year project funded by FMRF. Reports can be downloaded<br />
at www.Floralmarketingresearchfund.org.<br />
SAF Meeting New Legislators<br />
<strong>The</strong> Society of American Florists’ senior director of<br />
government relations Jeanne Ramsay is attending a slew of<br />
“meet and greet” events in Washington, D.C. <strong>The</strong> gatherings<br />
are intended to introduce most of the 94 newly elected<br />
legislators to the one hundred twelfth Congress and to give<br />
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them an opportunity to talk about the issues of special interest<br />
to them.<br />
“SAF will need to knock on a lot of doors in the coming<br />
weeks,” Ramsay says, “and we’ll need a big crowd at Congressional<br />
Action Days (in) March to help us out.”<br />
<strong>Flower</strong>s for Kids Sample Free to Members<br />
<strong>The</strong> <strong>Flower</strong>s for Kids program that helps florists talk about<br />
flowers to children in schools, Scouts and other organizations,<br />
is making its lesson plan and script available to Society of<br />
American Florists’ members at no cost. FFK has trained 2,200<br />
florists in the U.S., Japan, Mexico, Canada and Europe. Founder<br />
Ramiro Penaherrera says that with a little training, florists can<br />
give a 24-minute class about flowers, flower care and bouquet<br />
making. Each child makes a bouquet to take home and an<br />
invitation to visit the store with an adult, for free flowers. For<br />
details, SAF members should email: info@flowersforkids.org.<br />
Florist Develops Mobile App<br />
Art Conforti, of Beneva <strong>Flower</strong>s in Sarasota, Florida, who is<br />
known for his innovative ideas for floral services and products,<br />
wants to “stop florists from playing catch-up.” He’s introduced<br />
the “floralApp,” a buying application for florist, for use on<br />
mobile phones. Conforti notes the explosion of applications<br />
(25,000 for iPhone alone) and increasing use of smartphones<br />
make it necessary for florists to secure the valued mobile<br />
phone real estate. Learn more by calling (888) 923-7401.<br />
CCFC Redesigns Website,<br />
Introduces New Features<br />
Built to evolve and reflect trends, activities and availability<br />
of California’s flower farms, the newly designed CCFC.ORG is a<br />
“work in progress,” says California Cut <strong>Flower</strong> Commission Chief<br />
Executive Officer Kasey Cronquisit, IOM. In 2009, the popular<br />
website provided more than 41,000 referrals to California farms<br />
from its online farm directory and gets hundreds of thousands<br />
of page visits annually. <strong>The</strong> Commission’s year of analysis led to<br />
these new features at CCFC.org include: Seasonal Availability<br />
Chart, Improved Social Networking/Sharing, Social Media<br />
Sharing Features, Extensive California <strong>Flower</strong> Library, Increased<br />
Video Capabilities, Enhanced Profiles for California Farms.<br />
FTD Partnership Turning<br />
Funeral Homes into <strong>Flower</strong> Sellers<br />
Funeral homes in the U.S., Canada and the Caribbean will<br />
be able to sell flowers directly from their branded websites,<br />
due to a new partnership between FTD and Batesville Casket<br />
Company. Funeral homes using Batesville’s Weblink site<br />
THE BLOOMIN’ NEWS 10 JAN – FEB 2011
eceive a co-branded floral website, designed and hosted by<br />
FTD. Consumers can access this site from a link on the funeral<br />
home’s website. Orders originating at the site will transmit to<br />
FTD.com and then to an FTD florist.<br />
Q: When is a Valentine’s Day Bouquet of<br />
Roses Not a Traditional Bouquet?<br />
A: When the roses are<br />
in a variety of colors<br />
and/or are mixed with<br />
other flowers. In 2010,<br />
red roses fell from favor,<br />
as bouquets of mixed<br />
flowers and roses in<br />
other colors gained<br />
popularity. <strong>The</strong> percentage of consumers purchasing red roses<br />
for Valentine’s Day dropped five percentage points from 2009.<br />
But the rollback was offset by an additional eight percent of<br />
consumers who purchased mixed flowers and non-red roses<br />
compared with the year before.<br />
SAF One-Minute Audio Boosts Holiday Sales<br />
A 60-second audio for radio stations, from the Society of<br />
American Florists, gave a heaping helping of advice for partygoers<br />
and florists over the recent holidays. In the release, SAF<br />
<strong>Flower</strong> Factor spokeswoman Jeanne Benedict injected her<br />
own advice about using a local florist.<br />
Gloeckner Grant Proposal Deadline Nears<br />
April 1, 2011 is the deadline to submit a grant proposal to<br />
the Fred C. Gloeckner Foundation for a research/educational<br />
project in floriculture or a related field at educational and<br />
research institutions. For more information, call 914 698-2300<br />
or see www.Gloecknerfoundation.org.<br />
Florist Population Takes a Dive … Again<br />
<strong>The</strong> U.S. Census Bureau’s recently released County Business<br />
Patterns shows the year 2008 as the twelfth straight year of<br />
declining numbers of retail florists and floral shop employees.<br />
<strong>The</strong> 2008 population of 18,509 reflects a 6.3 percent drop from<br />
2007. <strong>The</strong> last year in which the count increased was 1996,<br />
when it stood at 26,728.<br />
Eye-Opening Valentine’s Day Stats<br />
According to the Society of American Florists, many<br />
consumers (42 percent) who purchase flowers for Valentine’s<br />
Day are women, including: 45 percent who purchase Valentine<br />
Potpourri<br />
flowers for their moms; 11 percent order the VDay flowers for<br />
their children, 7 percent for their grandparents and, surprisingly,<br />
19 percent buy the flowers on this romantic occasion for<br />
themselves. And what about our pets? <strong>The</strong> National Retail<br />
Federation says 3 percent of us buy flowers for our pets.<br />
SAF Action Items<br />
Informative and entertaining speakers at the Society of<br />
American Florists’ September 2010 conference in Orlando,<br />
gave their audiences a lot to think about … and do. Here’s an<br />
action item for retail florists:<br />
Don’t be afraid to run (and play) with the big boys. Oralia<br />
and David Espinoza of Spring Garden <strong>Flower</strong> Shop in San<br />
Antonio, who won Floral Management’s Seventeenth Annual<br />
<strong>Market</strong>er of the Year award, did just that. Oralia’s idea to sell<br />
coveted Fiesta “pins” during her city’s biggest nonprofit party<br />
tripled her shop’s event and corporate business. As Oralia says,<br />
“If you have an idea and truly believe in it, run with it.”<br />
Remember to Watch . . . <strong>The</strong> documentaries that J.<br />
Schwanke produced with California flower growers and the<br />
California Cut <strong>Flower</strong> Commission. Visit www.Ubloom.com for<br />
the “California Grown Experience.”<br />
Continued on next page<br />
SENDING FLOWERS TO AMERICA<br />
Over 100 Years of History of the<br />
Southern California <strong>Flower</strong> Industry<br />
Sweepstakes winner “Birds and Bees”<br />
was designed by Charles Marder<br />
and modeled by Susan Fekety.<br />
$ 56 00<br />
(includes shipping)<br />
<strong>The</strong><br />
Perfect<br />
Gift Year<br />
‘Round!<br />
Send check payable to American Florists’ Exchange to:<br />
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.<br />
Also available at: www.<strong>Flower</strong><strong>Market</strong>History.com and<br />
main entrance of the <strong>Original</strong> Los Angeles <strong>Flower</strong> <strong>Market</strong>.<br />
Credit card payment acceptable with billing name,<br />
address, card number and expiration date.<br />
THE BLOOMIN’ NEWS 11 JAN – FEB 2011<br />
Each
Potpourri<br />
Floral Design Classes are in<br />
Full Swing, Starting in January.<br />
Floral design classes are in full swing, starting in January. Ray<br />
Tucker is gearing up to teach the Spring 2011 Floral Design<br />
classes (non-credit, Continuing Education) at Mt. San Antonio<br />
College. Classes start February 28 in the new Agricultural<br />
building where students will learn in a beautiful new floral lab.<br />
Ray says he’ll also instruct four Sunday classes this month at<br />
Descanso Gardens. Classes are also beginning in January at<br />
several area colleges. Jenny Barker of Magical Blooms (and<br />
the LOGO-TV show, <strong>The</strong> Arrangement) will teach classes in her<br />
Redondo Beach studio; Casey<br />
Coleman Schwartz of <strong>Flower</strong><br />
Duet demonstrates on the<br />
Saturday morning PBS show,<br />
“Creative Living;” and Rene van<br />
Rems AIFD will present a sevenday<br />
hands-on exclusive master<br />
symposium, “How to Create<br />
Designer High-Style Bridal<br />
Rene van Rems AIFD<br />
Bouquets,” January 8-15 in San<br />
Diego (check our CALENDAR<br />
for more details about this workshop). Designers are busy and<br />
opportunities for learning and growth abound.<br />
Funding Industry Solutions<br />
Through Research and Education<br />
<strong>The</strong> Carnation Reinvents Itself<br />
This table arrangement at the Association of Specialty Cut <strong>Flower</strong> Growers 2010<br />
conference banquet uses Oriental Lily, the Green Dragon Dianthus and Baby’s<br />
Breath (Gypsophilia).<br />
<strong>The</strong> lowly carnation is transformed in the exquisite ball-shaped<br />
green blooms, seen increasingly these days in contemporary<br />
floral arrangements and called, not Carnation, but Dianthus. Truly<br />
a fresh look, the flower’s softness and shape combine with its<br />
ability to fill open areas nicely and give it an “In” feeling of being<br />
“green.” Whether you know it as the Barbatus Green Ball Dianthus,<br />
the Green Dragon Dianthus or the Dianthus Green Trick (available<br />
at Los Angeles <strong>Flower</strong> <strong>Market</strong>), it’s furry, fun and elegant.<br />
Shape the Future of Your Industry Through AFE<br />
Your contributions support:<br />
■ Scientific and Public Benefits Research — creating healthier, more<br />
attractive, longer-lasting flowers and plants that boost profits for everyone!<br />
■ Scholarships and Internships — giving tomorrow’s industry leaders<br />
the experience they need today, and supporting the next generation of<br />
successful growers, wholesalers, retailers, scientists and educators.<br />
■ Educational Grants — funding educational programs advancing the<br />
industry.<br />
Support the future of the industry you love with a tax-deductible contribution today.<br />
American Floral Endowment 1601 Duke Street, Alexandria, VA 22314<br />
www.endowment.org • (703) 838-5211 • afe@endowment.org<br />
THE BLOOMIN’ NEWS 12 JAN – FEB 2011
Romance Your Bottom<br />
Line This Valentine’s Day<br />
Our Valentine’s Day and Every Occasion<br />
<strong>Flower</strong>s Win Everyone’s Heart.<br />
Roses, Tulips, Alstroemeria, Gladiolus, Iris, Liatris,<br />
Lilies, Tulips, Pom Pon Chrysanthemum, Waxflowers and a<br />
Stunning Variety of the World’s Best from Around the Globe.<br />
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For delivery to your event or shop in any location.<br />
“Growing for you since 1925”<br />
Call or stop by any of our showrooms soon<br />
Los Angeles <strong>Flower</strong> <strong>Market</strong><br />
766 Wall Street<br />
Los Angeles, CA 90014<br />
Toll Free 888-MEL<strong>LA</strong>NO<br />
Phone: 213-622-0796<br />
Fax: 213-622-4942<br />
www.Mellano.com<br />
Carlsbad<br />
5600 Avenida Encinas #20<br />
Carlsbad, CA 92008<br />
Phone: 760-929-9677<br />
Fax: 760-929-2871
Bright<br />
Ideas<br />
What better way to start off the New Year<br />
than to strategize some Bright Ideas<br />
and Money-making Moves?<br />
Consider these for starters:<br />
• Create specials and events that attract women and their friends. A woman<br />
alone may stay in the shop for five minutes; a woman with a female companion<br />
stays nearly nine minutes!<br />
• Lower your pricing and reduce the cost of the arrangements, to more appropriately fit your clientele,<br />
most of whom do not expect custom, individually created arrangements.<br />
• When you create a funeral piece, include two cards. <strong>The</strong> funeral home can give one to the family and<br />
leave one on the arrangement.<br />
• To generate in-store traffic, install a California Lottery machine in your store.<br />
• To generate in-store traffic, open a high-traffic shop of a different kind, such as an ice cream store,<br />
inside or connected to your floral shop.<br />
• Partner with other businesses by offering discount coupons. Salons, spas, hotels and restaurants are<br />
a good place to start.<br />
• Start a Send-a-Friend program. For repeat customers who purchase a set number of arrangements<br />
or reach a set dollar amount in orders, offer the ability to send a free arrangement to a friend.<br />
• Display your design portfolio with a sleek, professional looking, published book. Such services are<br />
easily attained at online photo sites such as mypublisher, Shutterfly, KodakGallery.<br />
• Create more traffic to your website by holding an online contest. Give a prize for the best special<br />
occasion photo. Ideas: A prom photo showing your corsage, the best wedding photo showing<br />
your bouquet.<br />
• Give coupons for discounts. Coupons are “in” and consumers, especially Gen Xers, love them. Make<br />
them available at your store and your website.<br />
• Regenerate old business. Every week, personally visit and deliver small arrangements to customers<br />
you haven’t heard from in a while.<br />
• Save some money. Stop running those ads that don’t deliver.<br />
12 Great Ways<br />
to Increase Profits<br />
Our thanks to FloristsReview, Super Floral Retailing, Floral Management, Green Profit and the SAF weekly e-Brief.
<strong>Flower</strong> Arranging for National<br />
Television – in Another State<br />
By Casey Coleman Schwartz<br />
Editor’s note: Last year, Torrance-based <strong>Flower</strong> Duet was contacted by Sheryl<br />
onstrating on the show the next day, as well as prep as much of the<br />
materials as possible ahead of time. I practiced my teaching of each<br />
technique to the empty room or to my Dad if he happened to pop<br />
in and check on me. I was happy with the techniques Kit and I had<br />
decided upon and felt ready for the following morning on set.<br />
At the Studio. We visited that afternoon with the host Sheryl<br />
Borden about taping five segments for her national (PBS) “Creative Living” Borden and toured the set and found where we would be setting up.<br />
show. Both studio and show are based in Portales, eastern New Mexico, so Sheryl could not have been nicer or more welcoming to us, which<br />
<strong>Flower</strong> Duet owners Casey Coleman Schwartz and Kit Wertz had a lot of plan- made our trip that much more fun. We took the rest of the day to<br />
ning and preparation on their hands. Here’s their story.<br />
literally pop over to Texas and tour the surrounding area.<br />
We arrived on set on the day of filming to find we were the second<br />
Planning. First of all, my sister and partner, Kit, would not be guests. I was given specific directions: Don’t look at the monitor or at<br />
able to accompany me as she was about to have twins! So, I recruited the camera or out at my Dad! It was to be as if I were giving Sheryl a<br />
our Dad, who is always up for a road trip<br />
private lesson. That was easy, as I have been<br />
from Virginia, to meet me in Albuquerque;<br />
giving a lot of those lately.<br />
and then we would drive around New Mex-<br />
We blasted through the segments with<br />
ico for a flower arranging adventure. After-<br />
only one take on each segment, which was a<br />
wards, we’d visit relatives in other parts of<br />
relief since I had expected to hear “CUT! Do<br />
the state!<br />
it again, please!” We got through each design<br />
<strong>Flower</strong> Duet has all its favorite suppliers<br />
very quickly. This really was fun, as we moved<br />
and vendors in Los Angeles, but this was<br />
into a nice rhythm and now I know I can make<br />
new territory, so I had a bit of research to<br />
a nice arrangement in about 9 minutes!<br />
do. I knew I could pack some things, but I<br />
Casey, left, with show host Sheryl Borden<br />
We filmed the selected segments on Sep-<br />
would need to find fresh flowers, and suptember<br />
30 and they will be played throughout<br />
plies as well as a nursery that sold succulents, as we were going to the 2010/2011 PBS season. Our requirements were to create five 5 to<br />
incorporate those into an arrangement.<br />
9-minute segments for the viewer to be able to comprehend and recre-<br />
To my delight, I found a wonderful wholesaler in Albuquerque ate. We chose flowers that were available year ‘round, and techniques<br />
who was able to fill my order perfectly and in water-filled buckets I that did not need a lot of supplies. <strong>The</strong> techniques I taught included:<br />
could borrow. This was essential as we were going to be driving four Dozen Roses in a Vase, Gather, Drop and Fill, Bundle and Place, a Pavé<br />
hours across the state in 90-degree heat.<br />
and How to Combine Succulents and Fresh <strong>Flower</strong>s.<br />
Prepping. After meeting Dad in Albuquerque airport, we were We have been invited back for next season, and I am glad to know<br />
off to DWF Wholesale Mart. <strong>The</strong> flower quality was top notch, the or- I have a great set of suppliers and a nice place to stay. I was happy to<br />
der was complete and the staff so helpful. I was also able to supple- give the Holiday Inn two of the arrangements to thank them for acment<br />
my order for that last minute buy … just in case!<br />
commodating us so nicely.<br />
<strong>The</strong>n we were off to Rehm’s Nursery & Garden Center, who had as- Visiting Family. In addition to this wonderful experience, the<br />
sured me they would get a shipment of succulents in the previous week- rest of my trip with my Dad included visits with family in Las Cruces<br />
end. It was Tuesday, and the selection was vast and just what I needed. and Santa Fe and witnessing the mass ascension of more than 500<br />
We had a car full of flowers and plants and I felt very happy with our hot air balloons at Albuquerque’s Balloon Fiesta the morning of our<br />
purchases. We were finished with Albuquerque and on to Portales.<br />
We stayed at the Holiday Inn in Portales and the staff was kind<br />
departure! It was great timing and fun.<br />
enough to let us use the conference room for all my prepping. I need- In the Los Angeles area, you’ll find “Creative Living” with Sheryl Borden on<br />
ed to create one of each of the five arrangements I would be dem- KVCR (PBS) at 11:30 Saturday mornings.<br />
BOOKS<br />
F O R Y O U<br />
Cut <strong>Flower</strong>s of the World:<br />
A Complete Reference for Growers and Florists<br />
This compact guide by Johannes Maree and Ben-<br />
Erik Van Wyk is a pleasure to use as a reference. <strong>The</strong><br />
visual layout, with all photos displayed across the<br />
tops of the pages, makes it super easy to locate any<br />
flower by visual identification. <strong>Flower</strong>s are arranged<br />
alphabetically by scientific name and photos show<br />
different varieties. Maree and Van Wyk went to great<br />
lengths to include discussions (all in the front of the<br />
book) about the modern cut flower industry, history<br />
of flowers, cultivars and breeding, marketing and<br />
more. For growers and florists, the text includes topics<br />
such as vase life, post-harvest handling and flower<br />
characteristics. A great read and a helpful, readerfriendly<br />
reference. Available for $39.95 from Timber<br />
Press, 133 SW Second Ave., #450, Portland, OR 97204-<br />
3527 or www.Timberpress.com.<br />
THE BLOOMIN’ NEWS 15 JAN – FEB 2011
1<br />
8–11<br />
8–15<br />
What’s Happening<br />
8, 15<br />
and 22<br />
17<br />
18<br />
18–24<br />
21<br />
January<br />
New Year’s Day<br />
San Francisco International Gift Fair at Moscone Center<br />
and 888 Brannan, with approximately 600 temporary<br />
exhibitors, 150 permanent showrooms and <strong>The</strong> Launching<br />
Pad product preview area. Call 415 861-7733 or see<br />
www.888brannan.com<br />
Seven-day Hands-on Exclusive Master Symposium with<br />
Rene van Rems AIFD, “How to Create Designer High-style<br />
Bridal Bouquets … and More,” $895. Discover 25 styles and<br />
techniques, study high-end floral studio photography for<br />
portfolio refinement, learn to work as a professional ‘on<br />
camera’, and be included in the TV pilot and design team<br />
for the book, Rene’s Bouquets for Brides. Call 888 824-7363<br />
or email rene@renevanrems.com.<br />
Descanso Gardens classes for gardeners include a Rose<br />
Pruning Demonstration, 11:00 and Growing Great Roses at<br />
2:00, on January 8 with Descanso Rose Horticulturist<br />
Amanda Everett. On January 15 at 10:00, Descanso Display<br />
Horticulturist Mike Brown shows how to plan your Spring<br />
Bulb Garden.<br />
Martin Luther King Jr. Day<br />
Registration opens for Spring 2011 floral design classes at<br />
Mt. San Antonio College and other area colleges. Ray Tucker<br />
will be the MTSAC instructor.<br />
California Gift Show, Los Angeles at L.A. Mart and Los<br />
Angeles Convention Center, featuring 200 permanent<br />
showrooms, more than 850 temporary exhibitors, Beckman’s<br />
West handcrafted Show and Kentia-<strong>The</strong> Global <strong>Market</strong>place.<br />
Call 800 526-2784 or see www.Californiagiftshow.com.<br />
A Breakfast Buffet for tenants and customers at the <strong>Original</strong><br />
Los Angeles <strong>Flower</strong> <strong>Market</strong> celebrates the 90th<br />
Advertise in<br />
<strong>The</strong> Bloomin’ News<br />
Reach 5,000 florists and others in the So Cal floral industry!<br />
Published January, March, May, July, September & November<br />
More Details: www.bloominnews.com<br />
Contact: 800 200-1101 • Fax: 918 743-1105 • peg@wordpix.com<br />
THE BLOOMIN’ NEWS 16 JAN – FEB 2011<br />
24–28<br />
25–28<br />
2<br />
5<br />
6<br />
14<br />
21<br />
24–26<br />
anniversary of the American Florists’ Exchange Ltd (Los<br />
Angeles <strong>Flower</strong> <strong>Market</strong>).<br />
Gift + Home at Las Vegas <strong>Market</strong>, World <strong>Market</strong> Center<br />
with 1,200 exhibitors. Call 888 416-9600 or see www.Lasvegasmarket.com.<br />
<strong>The</strong> Special Event, Phoenix, AZ. Call 866 486-0731 or visit<br />
www.<strong>The</strong>specialeventshow.com.<br />
February<br />
National Chocolate Month<br />
Groundhog Day<br />
Camellia Walk and Talk with Descanso camellia horticulturist<br />
Wayne Walker, 1 p.m. , Descanso Gardens, 1418<br />
Descanso Drive, La Canada Flintridge. Call 818 949-4200 or<br />
see www.Descansogardens.org.<br />
Super Bowl Sunday<br />
Valentine’s Day<br />
Presidents Day/Washington’s Birthday<br />
2011 Society of American Florists’ Pest and Production<br />
Management Conference, San Diego.<br />
Plan Now to Be Involved:<br />
Save the Dates<br />
March 14-15, SAF Congressional Action Days,<br />
Washington, DC<br />
July 20-23, California Floral Convention, Carlsbad, CA<br />
Size Single/Annual Rates<br />
1/4 page<br />
1/2 page<br />
1 page<br />
Cover<br />
Guidelines & Details<br />
$ 175, $ 150 each<br />
$ 400, $ 350 each<br />
$ 600, $ 525 each<br />
$ 800, $ 725 each<br />
<strong>The</strong> deadline to reserve ad space is six weeks before<br />
month of publication. You may submit your own artwork<br />
or we will design an ad based on information<br />
you provide. Except for cover ads, ad position in the<br />
newsletter is subject to change.
L.A. <strong>Flower</strong> District Association /Badge Program<br />
2011 Membership Information • www.laflowerdistrict.com<br />
Who can become a member?<br />
Membership in the Los Angeles <strong>Flower</strong> District Association is open to florists, floral-trade related businesses, and to<br />
vendors who hold valid, proper and legal resale certificates.<br />
What are the program’s benefits?<br />
Direct benefits from the program include wholesale only shopping during wholesale hours to provide better shopping<br />
conditions for the trade, free validated parking during market day wholesale hours, and faster service due to a uniform<br />
record keeping system of resale numbers.<br />
What are the fees to register?<br />
Membership Fees are $30 for a 1 year membership (Year 2011) or $50 for a 2 year membership (Years 2011<br />
& 2012). <strong>The</strong> membership fees include two (2) membership badges. Extra badges are available anytime for $3.00 each.<br />
2011 membership badges will expire on January 1, 2012 and fees will not be prorated later in the calendar year.<br />
What if I forget my badge?<br />
A “Temporary Pass” is available at the main entrance (754 Wall Street) to registered members of the <strong>Flower</strong> District<br />
Association / Badge Program who forget their identification.<br />
What are the market hours?<br />
Trade/Wholesale Only Hours are:<br />
Monday, Wednesday and Friday 2:00 a.m. to 8:00 a.m.<br />
Tuesday, Thursday and Saturday 5:00 a.m. to 6:00 a.m.<br />
Non Trade/Public Hours are:<br />
Monday, Wednesday and Friday 8:00 a.m. to 12:00 noon ($2 admission)<br />
Tuesday and Thursday 6:00 a.m. to 11:00 a.m. ($2 admission)<br />
Saturday 6:00 a.m. to 12:00 noon ($1 admission)<br />
How does this program affect the parking situation?<br />
<strong>The</strong>re is FREE PARKING FOR TRADE BADGE HOLDERS ONLY. Parking is validated for Trade badge holders<br />
at the main entrance to the Los Angeles <strong>Flower</strong> <strong>Market</strong> (754 Wall St.) on Mondays, Wednesdays and Fridays during<br />
wholesale hours only. Note: Registered members shopping during public hours will be required to pay for parking.<br />
How carefully will this program be monitored?<br />
<strong>The</strong>re are approximately 10 security monitors checking for membership badges at the various entrances to the markets.<br />
To ensure the program’s continued success, we ask for all <strong>Flower</strong> District members to please remember to wear your<br />
2011 badges. Although we realize the program is not by any means foolproof, please remember that this is a program<br />
subject to all the positives and negatives of building a foundation from the ground up.<br />
How do I become a member of the Badge Program?<br />
Fill out the Membership Application form and resale card completely and submit both items along with membership<br />
fees to <strong>LA</strong>FDBP, 766 Wall Street, Los Angeles, CA 90014. Allow seven days for your application to be processed<br />
before picking up your badges.<br />
Remember to attach a copy of your California Board of Equalization Resale Certificate or the processing of your<br />
application will be delayed. Your badges may be picked up either at the entrance to the Los Angeles <strong>Flower</strong> <strong>Market</strong> (Monday,<br />
Wednesday, or Friday, from 2:00 a.m. to 8:00 a.m.) or any other time before 12:00 noon at our office.<br />
Thank you for your continued support!
L.A. <strong>Flower</strong> District Association /Badge Program<br />
2011 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2011)<br />
1. Business Owner’s Name: (Print Clearly) ___________________________________________________________________________<br />
2. Home Address: _______________________________________________________________________________________________<br />
City _________________________________________________________________________ State ________ Zip ______________<br />
3. Home Telephone _____________________________________________________________________________________________<br />
4. Business Name _______________________________________________________________________________________________<br />
5. Business Address _____________________________________________________________________________________________<br />
City _________________________________________________________________________ State ________ Zip ______________<br />
6. Business Telephone ___________________________________________________________ Fax # __________________________<br />
7. E-Mail Address _______________________________________________________________________________________________<br />
8. Type of Business:<br />
o Retail Florist o Wholesale Florist o Interior Decorator o Caterer o Other (specify): ____________________________<br />
9. Resale Certificate Number from California State Board of Equalization:<br />
____________________________________________________________________________________________________________<br />
Note: Your membership will not be processed and there will be NO cash refunds or credit in the event the California State Board of Equalization reports back that<br />
your Resale Number as Invalid or Closed.<br />
10. Signature of Applicant _________________________________________________________________________________________<br />
11. Names of individuals as you want them to appear on your badges (optional):<br />
Badge 1. _________________________________ Badge 4. ($3.00 _______________________________________________<br />
extra)<br />
Badge 2. _________________________________ Badge 5. ($3.00 _______________________________________________<br />
extra)<br />
Badge 3. ($3.00 _________________________________ extra)<br />
Badge 6. ($3.00 _______________________________________________<br />
extra)<br />
Please check o membership period:<br />
o $30.00 - 1 Year Membership (Year 2011 only) o $50.00 - 2 Year Membership (Year 2011 and 2012)<br />
Fee Amount Enclosed: $ __________________ Date: __________________ o Check o Money Order o Cash<br />
Please make checks payable to: <strong>LA</strong>FDA. Enclose: (1) photocopy of your California State Board of Equalization Resale Certificate,<br />
(2) completed application and resale card, (3) payment.<br />
Mail documents to: Los Angeles <strong>Flower</strong> District Badge Program, 766 Wall Street, Los Angeles, CA 90014<br />
Please allow 7 days for your application to be processed before picking up your badges. Note: Badges will not be mailed out.<br />
Important notice from the State Board of Equalization concerning purchases “for resale.”<br />
Misuse of Resale Certificates<br />
One of the rights granted to holders of seller’s permits is the authority to issue resale certificates for merchandise they intend to resell. <strong>The</strong> permit is<br />
NOT a “Buyer’s” license to purchase property at wholesale for personal or business use, to decorate one’s home. Such misuse of a resale certificate<br />
for the purpose of evading payment of the sales or use tax or for personal gain constitutes a violation of the law. Those persons who are found to<br />
have made illegal use of their permits may be subject to one or more of the following penalties:<br />
1. Criminal prosecution. This could lead to a fine up to $5,000, imprisonment up to one year, for each offense.<br />
2. A minimum penalty of $500 or 10% of the amount of tax due, whichever is more, for each misuse.<br />
3. A 25% penalty for fraud , or intent to evade the tax, on all unreported tax liability.<br />
4. Revocation of the seller’s permit.<br />
BT-519 Rev. 2 (8-84) (CPPM 265.040) State Board of Equalization
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When it comes to your bottom line, there’s nothing pretty about<br />
drop-shipping. That’s why Teleflora is 100% committed to helping<br />
Save the Florists. This includes guaranteeing 100% of our orders<br />
are hand-arranged and delivered by independent florists like you.<br />
Visit savetheflorists.com.<br />
©2010 Teleflora FM3137
754 Wall Street, Los Angeles, CA 90014<br />
PRESORTED STANDARD<br />
U.S. POSTAGE<br />
PAID<br />
LOS ANGELES CA<br />
PERMIT #3644