Download PDF - Original LA Flower Market

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. January – February 2012 • Volume 21 - Number 1
A Wonderful Duet:
Casey Schwartz and Kit Wertz of Flower Duet
Story begins on page 6
Casey Coleman Schwartz, left,
and Kit Coleman Wertz, the
Flower Duet team
Florist on the Move. Floral Fields expands in new home. See page 8.

Fresh New Flowers & Greens for 2012
at the Original Los Angeles Flower Market!
The Merchants of the
Los Angeles Flower Market
Street map above
A. Dalsol Orchid Warehouse ....213 614-1925
B. Floral Delivery Co-op ........213 623.6974
..............................213 387.1357
C. Paul Ecke Poinsettias ........213 622.8667
December Only
D. See detail (above right)
E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514
F. Mellano & Company .........213 622.0796
Full Service
G. Mellano & Company
Wholesale Florist ............213 622.0796
Full Service
I. Dayro’s Wholesale ...........213 623.4355
J. J. Dayro’s Certified
Florist, Inc. ..................213 623.5239
Floral Supplies
K. Floral Supply Syndicate. .....213 624.3982
Floral Supplies
L. Moskatel, Inc. ...............213 689.4650
Floral Supplies
M. Stamis Wholesale ...........213 622.6770
Floral Supplies
N. Floral Prop Rental ...........213 622.1700
Floral Supplies
O. Abigail’s Flowers ............213 622.5041
Jay’s Plants .................213 612.0353
P. LA Flower District
Association (Badge) .........213 627.3696
Q. Milagra .....................213 629.5867
Exotic orchids
Hours:
D
Enlarged to show
market vendors
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.
Public: ($2 admission weekdays; $1 on Saturday) For holiday and special hours, see www.LAFlowerDistrict.com.
Los Angeles Flower Market of the American Florists Exchange, Ltd.
1. JX Grand Tree Inc. .........213 833.0002
3. Imported Flowers
from Paradise, Inc. ........213 488.1443
4. Dan Stamis Wholesale .....213 622.6770
Greens
5. Blossom Valley ............213 891.9320
Roses
6. G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
Full Service
7. Dayro’s Wholesale .........213 623.5177
Roses & Cut Flowers
7A. Flower Salad ..............213 624.1974
Miscellaneous Cut Flowers, Greens
7B. Dayro’s Wholesale .........213 623.5177
Roses & Cut Flowers
8. H.O. Norman ..............213 614.1031
Floral Supplies
10. Tommy’s Flower Land .....213 622.1205
Roses
11. Eliseo’s ...................213 627.4898
Miscellaneous Cut Flowers
12A. Kimura Plus ...............213 488.1620
12B-. RDP Floral ................213 623.8069
13B Roses & Carnations
13A. Adriana’s Wholesale . . . . . . . 213 624.0407
14. Choice Flowers............213 489.4879
Miscellaneous & Exotic Flowers
17. Stelzner Wholesale ........213 891.1514
Miscellaneous Cut Flowers
18. Zavala Wholesale Flowers . . 213 488.0085
20. Cal Pom Pons .............213 623.6651
Supermarket Florals, Rose Petals & Roses
23, Mellano & Company ......213 622.0796
33, 34. Full Service
24. Valle Wholesale ..........213 688.8810
Full Service
26. Gonzalez Wholesale . . . . . . 213 613.0756
Miscellaneous Cut Flowers
27. C&K Wholesale ...........213 327-0313
28. Ted’s Evergreens .........213 624.9510
29B. Greens
29A. Vases by Robert ..........818 434.1512
- 30 Ceramics
31. Balloons Away ...........213 683.8819
32A. Gilbert Wholesale ........213 689.9564
32B. A Ruiz Wholesale .........213 622.3695
Exotic Cut Flowers
36. - Tropical U.S.A.............213 614.1915
37. Exotic Cut Flowers
39. Paraiso Flowers ..........213 488-0376
Full Service
40. S.O.S. ....................213 896.0322
Miscellaneous Cut Flowers
42. Growers Direct . . . . . . . . . . .213 688-8805
43. Cut Flowers
44. Paradise Gardens.........213 488.5144
Full Service
45. Orchid Oasis .............213 627.3805
Orchids
50. Sanchez, Martin ..........213 629.4154
Fruit, Candy & Stuffed Animals
Visit OriginalLAflowermarket.com for
Shopping Hours, Parking Info and More.

This newsmagazine is published bi-monthly by The Los Angeles Flower Market of
The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA
90014 • Internet: www.bloominnews.com. Subscription and advertising details at
BloominNews.com.
Los Angeles Flower Market of the American Florists’ Exchange
www.originalLAflowermarket.com
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
Board of Directors
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Los Angeles Flower Market Hours & Info
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.originalLAflowermarket.com
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101; FAX 918 743-1105; Email: peg@wordpix.com
Art Director
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
Subscribe Your Florist Friend
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Index to Advertisers
Bloomin’ News Goes Green. .........................Page 20
Flower Market History Book ........................Page 11
Los Angeles Flower District Badge Program .......Page 17-18
Los Angeles Flower Market ..........................Page 3
Mellano & Company .................................Page 9
Phil Rulloda School of Floral Design. ..................Page 4
Prudential California Realty .........................Page 10
Teleflora ..........................................Page 19
Wordpix . ..........................................Page 12
Contents
Cover Story: A Wonderful Duet 6
LA Flower Market Map 2
People and Places 4
Feature: Florist on the Move 8
Potpourri 10
Roundabout 12
Feature: Calif Flora in L.A. 13
Feature: Bright Ideas 14
Happenings/Calendar 16
More ThAN 90 YeArs’ of serVice
It’s YOUR
Flower Market!
The Original
Los Angeles Flower Market
www.OriginalLAFlowerMarket.com
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
754 Wall Street, Los Angeles
LAFlowerDistrict.com
THE BLOOMIN’ NEWS 3 JAN – FEB 2012

People & Places
Mellano Family Honored
From left, RoseMarie Castellano, Diane Mellano, Johnny Mellano, Battista (Batti)
Castellano and Robert (Bob) Otsuka. Missing is Michael Mellano Sr.
At “Calif Flora 2011,” held at the Original Los Angeles Flower
Market in October 2011, the California State Floral Association
honored the Mellano Family for their meritorious service,
leadership and exemplary contributions to the floral industry.
Robert (Bob) Otsuka, general manager of the San Francisco
Flower Mart, presented the awards to Johnny Mellano, Battista
(Batti) Castellano and Michael Mellano Sr (in absentia).
Otsuka narrated a picture presentation of the growth of
Mellano & Company over the years. Johnny and Michael grew
up working with their mother in the family’s Artesia flower
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
2011
CLASS SCHEDULE
Instruction Hours:
Monday-Friday, 9 a.m. - 5 p.m.
Floral Designer
Jan. 9 - 20, Feb 27 - March 9
April 9 - 20, June 4 - 15, July 9 - 20
Sept. 10 - 21, Oct. 29 - Nov. 9
Advanced Floral Designer
Jan. 23 - 25, March 12 - 14
June 18 - 20, July 23 - 25
Sept. 24 - 26, Nov. 12 - 14
Advanced Wedding Designer
Jan. 30 - 31, March 26 - 27
June 25 - 26, Oct. 1 - 2
Special Events/Décor Designer
Feb. 1 - 3, March 28 - 30
June 27 - 29, Oct. 3 - 5
Permanent Botanicals
Call for Dates
One Day Workshops
Hand Tied – April 30, Oct. 15
Novelty – May 1, Oct. 16
Holiday – Dec. 8
Southern California School of Floral Design
843 S. State College Boulevard, Anaheim, CA 92806
714 776-7445 or 800 981-7445 • www.philrulloda.com
fields and helping their father at the downtown Flower Market
(American Florists’ Exchange). Brother-in-law Batti Castellano
is the company’s third partner, working with Michael Mellano
Sr at the farm operation near Oceanside. Although all three
have retired, they are still active in the business and the flower
industry, as are their children and grandchildren. Mellano
& Company has managed the Original Los Angeles Flower
Market for many years.
CSFA outgoing president Catherine Zikakis and executive
vice president Ann Quinn joined Bob Otsuka in presenting
the award and floral bouquets in recognition of outstanding
service to the flower industry.
CSFA Welcomes 2012 Board
Californians elected to serve as officers on the California State
Floral Association board of directors include president Richard
Gourd of Mayesh Wholesale Florist, vice president Wilton Lee
CCF of Lee’s Berkeley Florist & Nursery and secretary-treasurer
Lee Burcher AIFD CCF CFD PFCI of Floral Design Concept.
New board members include Darlene Montgomery CCF
of Shasta College and Doug Dueker of Newport Wholesale
Floral. Continuing are past president Catherine Zikakis
of A To Z Wholesale Floral Supply, Anthony Alvarez AIFD
CCF CFD, Debbie Alvarez AIFD CCF, Carlos Cardoza, Paul
Furman, Karen Genoud AIFD CCF CFD, Kathe Hayden CCF,
Philip Rice CCF CFD, Miriam Somoano AIFD CCF CFD and
Catherine Stocker.
Richard Gourd Heads CSFA
Richard Gourd of Mayesh Wholesale Florist’s Phoenix
operation, has been named President of the California State
Floral Association’s 2012 board of directors. Richard began
his association with the flower industry in high school with
involvement in The
Future Farmers
of America (FFA),
where he was
on a floriculture
team that placed
seventh of 35
schools. A frequent
floral design judge From left, Ann Quinn, Richard Gourd and Cathy
for CSFA, FTD Zikakhis, at an earlier CSFA event.
and Teleflora, he
worked for San Lorenzo Nursery and for fourteen years for A
to Z Wholesale, where he was a buyer of flowers from across
the globe. For the last seven years, Richard has worked with
Mayesh Wholesale Florist where he says his “eyes were
THE BLOOMIN’ NEWS 4 JAN – FEB 2012

opened to different and more unusual novelty flowers.”
Richard considers it an honor to serve as CSFA president.
Mayesh Names Majerik
First Designer Spokesperson
Mandy Majerik AIFD PFCI, owner of Hothouse Design
Studio in Birmingham, Alabama, was named Mayesh
Wholesale Florist “Design Star” in October, following a twomonth-long
contest between 37 designers to identify the
most creative, articulate and personable designer to represent
the company. Majerik was Alabama State Florist Association
Designer of the Year and has appeared in uBloom webisodes
and regional talk shows.
Top Ten Contest Winners Announced
Mae Lakia Chhim, a Long Beach Community College student
sponsor, took home the honor of winning the 2011 “Top Ten”
floral design competition at the
annual California State Floral
Mae Lakia Chhim
Association “Calif Flora.” In second
place was Greg Lum AIFD CFD;
third place winner was Albert
Carranza, The Flower Shop at
Forest Lawn, Covina; Charlene
Park of Compani’s Flowers in
Costa Mesa, was honored with
the People’s Choice award.
Among the Top Ten finalists
were Suzie Bowen ASIFD CFD, Mission Hills Florist, San
Diego; Kathleen Castagnoli, Kat’s Creations Floral Design
in Costa Mesa; Ivana Royse CCF CFD, Bellflower; Lily Chan
AIFD, Freelance Floral Designer, San Francisco; Vanae
Rivera, Kaleidoscope Flowers, Santa Barbara; Benjamin Lee,
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People & Places
Edelweiss Flower Boutique, Santa Monica; and Charlene Park,
Compani’s Flowers, Costa Mesa.
The Top Ten commentator was Lee Burcher AIFD CCF
CFD PFCI of Floral Design Concepts and the competition was
sponsored by California Cut Flower Commission. The Top Ten
winner will represent CSFA in the Society of American Florists’
“Sylvia Cup” competition in 2012.
See our “Calif Flora” story for more details/pictures.
Floral Design Students Compete at CSFA
The winner of the 2011 Calif Flora Student Design
Competition was Farnoosh Givehki of Mission College,
followed by Jamie Dunn in second place, from Golden West
College, and Thorne Lam in third place, also of Golden West
College. Vananh Bui, of Mission College, received the People’s
Choice award. The 21 students represented A To Z Floral Design
Classes, Cal Poly San Luis Obispo, Golden West College, Long
Beach City College and Mission College. Anthony Alvarez
AIFD CCF of Floral Phenomenon commentated the event.
SAF Welcomes New Board
The Society of American Florists has welcomed its new
president Robert Williams II AAF PFCI of Smithers-Oasis
Company, and board and council members from across the
U.S. Californians include: Growers Council member Winfred
Van Wingerden of Maximum Nursery in Carpinteria; Board of
Directors and Growers Council member Lane DeVries of The
Sun Valley Group in Arcata; other Growers Council California
members are Donald Snow of Syngenta, Aromas; Patrick
Dahlson of Mayesh Wholesale Florist, Los Angeles; and Mike
Franzoia of California Flower Shippers in Mountain View.
Hank Maarse of Jacob Maarse Florist in Pasadena serves on
the Retailers Council.
Size Single/Annual Rates
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Guidelines & Details
The deadline to reserve ad space is six weeks
before month of publication. You may submit
your own artwork or we will design an ad
based on information you provide. Except for
cover ads, ad position in the newsletter is subject
to change.
THE BLOOMIN’ NEWS 5 JAN – FEB 2012

Somewhat like the album made by Ella Fitzgerald and
Louis Armstrong, Casey Coleman Schwartz and her sister
Kit Coleman Wertz make beautiful music together. Their
title, however, is not “A Wonderful Duet” but Flower
Duet, and their music is the melody of fresh, beautifully
arranged flowers.
Working from a spectacularly spacious, modern studio in Torrance
across from Lowe’s, the sisters follow a shared lifelong love of these
cut lovelies, instilled and encouraged by their parents, Walt and
Christine Coleman.
“From Summer bouquets to poinsettias, we grew up with flowers in
the house,” says Casey. Mrs. Coleman’s avid interest and study of floral
design along with Mr. Coleman’s encouragement and gardening, gave
flowers a place of honor in the family home. The family traveled from
their home in McLean, Virginia to feast their eyes upon exotic and
unusual plants and flowers at regional and international gardens. Kit,
Casey and Christine, all visited the Floating Flower Mart in Amsterdam
and toured gardens in Sweden, France, Italy and Scotland. They saw
white Liatris for the first time at Meadowlark Botanical Gardens in
Vienna, Virginia. In 2010, Casey and her father met up in Albuquerque,
New Mexico for the filming of five flower arranging segments for a PBS
“Creative Living” show. Their story was published in Bloomin’ News,
January 2011.
With a foundation in the appreciation of fresh flowers and a love
of good design behind them, sisters Casey and Kit went on to earn
college degrees: Kit, a bachelor’s in Mass Communication, focus in
6
Kit leads a floral design class.
A WONDER
Casey Schwartz & Kit
Kit’s marketing expertise is a huge bonus to the design team.
by Peggi
Journalism, from James Madison University in Harrisonburg, Virginia;
and Casey, a Bachelor’s in Health & Human Services with a major in
Recreation Management, from Ohio University in Athens, Ohio.
And from college, life took them across the country and, in Casey’s
case, around the world. Casey holds the distinction of being the first
woman to steer the Queen Elizabeth II into New York harbor. That
unusual honor occurred during her career as a member of the ship’s
Cruise Staff, a position she studied and worked toward from the
moment she first entered college.
Casey worked on cruise ships for 12 years, starting as Cruise staff
and working up to Chief Purser, and this is where she came face to
face with the need to arrange flowers and to keep them fresh and
beautiful for the entire cruise.
“We would call to our home ports of Venice, Istanbul, Stockholm
and Singapore where the local florists would fill our many vases and
containers with works of art for me to keep alive for the next 7-10 days.
I would then break them down at the end of the cruise and see how
they had been put together. Then I was transferred to another ship in
the Caribbean where the flowers arrived in boxes and I was to be the
designer,” says Casey. “I visited five-star hotels around the world and
“I visited five-star hotels and exa

FUL DUET
Wertz of Flower Duet
Ridgway
Casey teaches a design class.
examined their floral arrangements, I learned backwards and by the
seat of my pants.”
“Casey has always been creative and an organizer,” says Kit, Flower
Duet’s marketing expert, “and she has no fear. She’ll figure it out.”
Casey points out that those huge floral arrangements she designed
usually had to be taken apart and re-arranged and refreshed midway
through the cruise. She quickly learned she could not re-use the floral
foam, along with other design basics.
Yes, there’s life between cruises. Back in the United States after
cruises in China, Turkey and around the world, Casey delved into
floral design. One day, she and Kit paid a visit for the first time to the
(Original) Los Angeles Flower Market where they “were like two kids in
a candy store!” says Kit.
The sisters realized they could do the flowers for Kit’s upcoming
wedding to Greg Wertz, a fine artist and Flash developer, in 1997.
The reaction to their wedding work caught the attention of guests
who were Kit’s friends. “We started to take them to the Original Los
Angeles Flower Market and then back to my house to teach them how
to arrange with flowers,” says Kit. “Pretty soon, everyone was getting
married and wanted to hire us to do their weddings.”
mined their floral arrangements.”
Kit and Casey then took some design classes to learn some more
basics and techniques and in 1999, the two started Flower Duet with
a business model of “weddings and teaching flower arranging in a
fun environment.”
Since then, both sisters have taken a number of floral design
workshops and classes. Casey took classes with the Southern
California School of Floral Design in Anaheim and both women
constantly study design on their own, finding it essential to keep up
with trends and techniques.
The sisters teach private floral design lessons, flower parties, appear
as guest speakers to garden clubs and other groups, offer workshops
at their Torrance studio and at private venues in addition to offering
custom floral design services for weddings and all types of special
occasions. They also can be found offering group tours of the Los
Angeles Floral District each month.
Some unusual opportunities to showcase their teaching abilities
and floral design creativity have come to Flower Duet since the
company started in 1999. “We’ve taught a lot of celebrities and style
mavens in Bel Air and the Hollywood Hills,” says Kit.
After being featured twice on DailyCandy.com in 2006, Flower Duet
was bombarded with requests to throw flower arranging parties all
over the LA area as far north as Camarillo and as far south as Irvine.
“In 2007, we were called by The Huntington (The Huntington
Library, Art Collections & Botanical Gardens) to be the Floral Design
Instructors for their Continuing Education Department,” says Casey.
Continued on page 15
Creating floral designs aboard a 5-star cruise line gave Casey worldwide
exposure to flowers and cultures preparing her for the Flower Duet venture.
7

8
FLORIST
Floral Fields Expands
It’s about time! That’s what Debbie Fields
kept hearing from colleagues and clients as she
moved (and expanded) her highly regarded small
floral studio, Floral Fields, into a space twice its
original size.
Moving to a storefront retail location at
1713 West Magnolia in the heart of beautiful
downtown Burbank was a big step for this
experienced businesswoman and an opportunity
to combine her passion, creative skills and
twelve years of floral design experience. The
award-winning shop moved in June, 2011.
The new Floral Fields has two offices for
ON THE MOVE
Flower Market Shopper Makes a Big Move
the partners, Debbie and her daughter Dana
Walker. The studio includes a client meeting
room to work through all the details, a large
production area that allows for all the creativity
that one could wish for, a walk-in cooler and
a covered loading area that only fellow florists
could appreciate.
Just because Floral Fields has “moved on up
to the east side” does not mean there will be
any less of the individual attention that has been
a company strong point for over a decade. Quite
the contrary! This relocation has been in the
works for some time, but the pieces all came
together when Debbie’s daughter, Dana Walker,
announced that she was joining forces with
Debbie and making “Floral Fields ~ Weddings &
Events” a family affair. With Dana concentrating
on event coordination and the marketing aspects
of Floral Fields, now Debbie has even more
opportunities to share the company’s signature
personal service. It’s a point of pride that Debbie
personally works with every client and handpicks
every flower at the Los Angeles Flower
Market, where regular shoppers and vendors
recognize her quickly.
Dana Walker, Debbie’s new partner, was
destined to work with events at a young age.
She started out coordinating high school
fundraising events and soon progressed to high
end corporate event planning. After graduating
from the University of Colorado, Dana joined
an award-winning, experiential marketing
agency where she became an expert at bringing
a brand to life. She now heads up Corporate
Partnerships at Floral Fields, managing and
leading the company’s marketing and advertising
initiatives and Wedding Coordination (she just
can’t leave her true passion for events behind).
The creativity starts with the very first
meeting between Debbie and client. If the bride/
client has a solid vision of what they want,
Debbie takes in the information and delivers a
vivid recreation of what was held in the client’s
mind. She’s equally famous for creating some of
the most memorable events when all the client
knows is a color, or a vague concept. Somehow
Debbie is able to take small tidbits of information
and evolve them into the client’s dreams.
One story that friends and employees like to
bat around the studio when they are trying to
describe Debbie’s amazing abilities is how she
saved a total stranger’s wedding. Floral Fields
was doing a wedding at one of their frequented
venues. During some downtime the venue’s inhouse
coordinator came running to find Debbie.
The florist for another wedding had not shown
up, and the in-house coordinator was frantic.
Debbie hopped into her van with some extra
flowers, sent an associate to the local market
to buy more flowers and within an hour had
created not only a beautiful bouquet for the
bride but corsages and boutonnieres for the
entire wedding party!
We fully suspect that the miracles Debbie
Fields is known for will only multiply now that
she and daughter Dana are working together in
a much larger creative space.
Floral Fields is looking for a Lead Designer.
If you are interested, please email your
resume to Dana Walker at dana@
floralfields.net .

Roses, Tulips, Alstroemeria, Gladiolus, Iris, Liatris, Lilies, Tulips, Pom Pon Chrysanthemum, Waxflowers and a
Stunning Variety of the World’s Best from Around the Globe for Delivery to your Event or Shop in Any Location.
Hey!
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6285 S. Valley View, Suite B
Las Vegas, NV 89118
Phone: 702-893-1357
Fax: 702-792-9911
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766 Wall Street
Los Angeles, CA 90014
Toll Free 888-MELLANO
Phone: 213-622-0796
Fax: 213-622-4942
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www.mellano.com
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5600 Avenida Encinas #20
Carlsbad, CA 92008
Phone: 760-929-9677
Fax: 760-929-2871

Potpourri
Take the Bloomin’ News to Your Event
We’ll gladly make free copies of the Bloomin’ News available
for your shop, event or design class. It’s always popular among
retail florists and design students. Email peg@wordpix.com
for details.
Join the Conversation on
Moving Flowers Faster
In late November, the Los Angeles “Blogdowntown.com”
featured a story by Eric Richardson about the transportation
needs of imported flowers, quoting Jim Mellano and
others. Councilwoman Jan Perry believes the answer to
efficient movement of perishable products lies with Ontario
International Airport (owned by Los Angeles International
Airport). Perry introduced a motion asking the Airport
Department to report on how it might build the Ontario
facility into a hub for perishable cargo like flowers.
Free Trade Agreements Become Law
On October 12, 2011, the U.S.-Colombia Free Trade
Agreement passed both the U.S. House and the U.S. Senate.
Later that week, President Obama signed that measure along
with the U.S.-Korea FTA and the U.S. Panama FTA into law.
The Colombia FTA makes permanent the duty free access of
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Orange, Riverside, San Bernardino & Los Angeles Counties
An Independently Owned
and Operated Member of The
Prudential Real Estate Affiliates, Inc.
Colombian imported flowers. California legislators and leading
Administration officials understand the adverse impact of the
FTA on California flower farmers and the importance of a new
California transportation and logistics center to help level the
playing field with Colombian competition. On October 31,
California Cut Flower Commission filed for a US-DOT TIGER
Grant to implement a consolidated floral freight facility. A
decision is expected by March.
SAF Introduces Business Resource Website
Society of American Florists invites you to visit its totally
refurbished website where members can: subscribe to email
alerts on multiple topics, get ideas and contracts that have
worked for other florists, join groups, set up contacts, access
various resources, promote your products and participate in
people matching social media. It’s all new at SAFnow.org.
Go to Washington with SAF:
Congressional Action Days
The Crystal Gateway Marriott will be the home base for
SAF’s Congressional Action Days, March 19-20, 2012, as
participants seek to make a difference for the floral industry
in a whirlwind visit with legislators. The first day offers
sessions on Washington politics and issues. The second day,
participants will board buses for the quick ride to Capitol Hill
where they’ll spend the day helping legislators understand
what’s important to their floral businesses. Find all the details
at Congressionalactiondays.com.
“Guarantee” on Life of Flowers
Affects Buying Decisions
Results of a new study for the American Floral Endowment
say 76 percent of study participants indicated a longevity
guarantee on flowers would impact their purchasing decisions.
The experiment results for participants purchasing the floral
arrangement show they will pay three percent more if it is
guaranteed compared to the same arrangement with equal
longevity but no guarantee. Compared to flowers lasting five to
seven days, participants will pay seven percent more for flowers
that last eight to ten days, and seventeen percent more for
flowers lasting eleven to fourteen days. Download full reports in
the Public Benefits Reports section at Endowment.org.
AFE Gleans $275,000 in Donations
The American Floral Endowment’s annual fundraiser
in September 2011 welcomed the gift of $250,000 from
Herman and LaDonna Meinders, to be used to create AFE’s
first unrestricted named fund. Herman Meinders, a long-time
THE BLOOMIN’ NEWS 10 JAN – FEB 2012

supporter of AFE, founded American Floral Services, which
merged with Teleflora in 2000. The Herman and LaDonna
Meinders AFE Fund will provide assistance for the industry’s
most critical needs. In addition, the Phillip family surprised AFE
with an additional $25,000 donation to the James and Helen
Phillip Scholarship, from Russ Phillip, fulfilling his commitment
to AFE’s Heritage Circle.
Valentine’s Day:
So Much More
than Red Roses
Last year, FTD reported the
most ordered flowers for
Valentine’s Day were: Roses
(99 percent); Alstroemeria
(81 percent); Carnations (79
percent); Lilies (75 percent)
and Gerbera Daisies (70
percent). Customers tied in
their choices of colors, at 32
percent each red and red/pink. Thirty-eight percent of florists
said that 50 percent of their Valentine’s Day orders were
specifically for “a dozen roses.”
VFN Offers Marketing Financing
VIP Florist Network has received funding from an investor
to subsidize local florists in participating in VFN’s marketing
program. The funds subsidize six months of licensed
marketing training for independent florists using New
Customer Acquisitioning to offset direct customer losses
caused by order gatherers, etc. The $2,000 cost for licensing
and maintenance for six months will be funded for the first
50 florists that qualify. For more information, contact Doug
McCrea at DPM@vipfloristnetwork.com or call 410 842-3081.
Same Sex Weddings a Boon to Florists
Harvard Business Review’s The Daily Stat reports results of
a study by The Williams Institute at the UCLA School of Law
which indicate that same sex couples in five New England
states spent $94 million on wedding-related activities within
the first year after their states legalized same sex marriages.
The State of New York legalized same sex marriages in mid-
2011; its spending is expected to be more than $100 million.
Florists report that same sex weddings are simpler affairs and
are not typically booked a year in advance.
What’s the “Deal”?
Groupon.com, LivingSocial.com and other daily deal
Potpourri
websites are realizing substantial success by partnering with
vendors such as local retail flower shops, hotels, cafes and
restaurants, home service companies and others to offer
discount coupons. Florists have had only mixed results; other
businesses, such as a Los Angeles area photography class
instructor, have sold hundreds of half price coupons, building
loyalty among those who redeemed their coupons.
Setting the Record Straight
on Florists For Change
In our November 2011 issue, we inaccurately
reported that the new organization, Florists For
Change, was under the Society of American
Florists’ umbrella. Florists For Change, Inc. has
no parent or affiliated organization beyond its
regular and associate members, none of whom
are SAF employees or representatives. In addition,
Florists For Change, Inc., which has applied to be
recognized as a tax-exempt 501 (c) (6) not-for-profit
corporation, is not currently considering a florist-toflorist
transmission system. For more details, visit
Floristsforchange.com.
SENDING FLOWERS TO AMERICA
Over 100 Years of History of the
Southern California Flower Industry
A rare peek into the lives of early florists and
flower growers who paved the way to today’s
floral industry. A rich history of a passing era.
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
$ 56 00
(includes shipping)
A
Great
Holiday
Gift!
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
Also available at the main entrance of the Original
Los Angeles Flower Market, 754 Wall Street, Los Angeles.
THE BLOOMIN’ NEWS 11 JAN – FEB 2012
Each

Roundabout
Ecke Ranch in Encinitas held its annual Poinsettia
Trial Open House (for the industry) from November 28 to
December 2, attracting visitors to the company’s Design
Center programs, 2012 Trial Varieties and their Brightest
Stars. The elegant Poinsettia was the star of the show.
In October, floral design students at Golden West College
in Huntington Beach got a highly credentialed instructor
through the college Artist-In-Residence program. Featured
was Kenny Snauwaert AIFD CFD, Floral Supervisor at the
Bellagio Resort in Las Vegas and Creative Director with
Kenneth Snauwaert.com, with the Student AIFD program as
sponsor.
Mina Asadirad, of Mina Flower Design and Mina
Wholesale Flowers, moved in Fall 2011 from her location
on East Edinger Street in Santa Ana, just six blocks east. The
new location at 1918 East Edinger is more spacious, has a
large cooler, convenient loading area, showroom frontage
with much more visibility and is just west of the 55 freeway.
In addition to wholesale and floral arranging for weddings,
Persian New Year and other events, Mina conducts floral
design classes. For details, see Minaflowerdesign.com or call
714 836-9600.
BuSineSS DeSign SinCe 1989
The Right Design for Your
Website, Newsletter, Book
or Company Manual
Wordpix Solutions
Contact Peggi Ridgway
800 200-1101 / info@wordpix.com
PRODuCeR Of The BlOOMin’ newS
ResoluTioNs:
ResoluTioNs:
In One “Year” and Out the Other?
or Opportunity for Retail Success?
Author Carolyn Howard-Johnson
Offers Powerful Ideas for You
Start 2012 with fresh ideas, commitment, a revitalized
marketing plan and a positive outlook for your floral business.
First, resolve that you will not be one of those designers
or floral shop workers who, like 56 percent of us (Gallup
poll), are following orders but are disengaged for most of
the workday.
In her book, A Retailer’s
Guide to Frugal In-Store Promotions,
author/retailer Carolyn
Howard-Johnson says local,
regional and national
events set a great stage for retail
promotions. Take the Lakers
as an example. Who would not
want a Lakers T-shirt when the
Lakers are setting records for the
season (one can hope, right)?
How about a Lakers coffee mug
or a Birthday arrangement with
a Lakers theme for a sports fan? Or the Dodgers, Angels,
World Series or other sports. Work on this in advance and
sign a licensing agreement. Merchandise-driven promotions
also extend to other major events, box-office top movies,
etc., opening up opportunities to sell collectibles along with
flowers following popular themes. These collectibles attract
people to your shop.
Howard-Johnson also suggests in-store events that become
weekly observances, like Thursday ladies’ day,
free flower Friday, Tuesday door prize day, tea and cookies
(or whatever) on Wednesday. Your shop becomes known
for its daily promotions as people remember them (with exterior
signage and email reminders). You get to move slowmoving
merchandise and arrangements at regular prices.
Finally, consider your store’s own special days
– the tenth anniversary in business, the anniversary of your
move, or the fifteenth anniversary of your floral designer, or
a special open house to celebrate your attaining the California
Certified Florist (CCF) or American Institute of Floral
Designers (AIFD) award designation. Play it up.
It’s all good. Party every chance you get. Invite customers,
those on your mailing and email lists and Facebook followers.
Make it a big deal. Grab attention and sell flowers!
For more ideas, check A Retailer’s Guide to Frugal In-Store
Promotions today at Amazon.com or Howtodoitfrugally.com
for $17.95.
THE BLOOMIN’ NEWS 12 JAN – FEB 2012

California State
Floral Association
Brings Calif Flora
to Los Angeles
At the Original Los Angeles Flower Market, the
weekend of October 8-9, 2011 was characterized
by the exuberance, talent and activities of floral
designers at all skill levels – from students and
credentialed designers to the experts and gurus
of the biz. This unique combo, surrounded by
spectacular floral arrangements and designsin-progress,
instilled energy and life into the
wholesale marketplace.
Saturday’s educational sessions featured
instructors Anthony Alvarez AIFD CCF, Michi
Burrell AIFD, CFD, Roslyn Dodds AIFD CCF CFD,
Del Langdale and Darlene Montgomery CCF
addressing aspects of contemporary design and
techniques. The California Certified Florist exam
was held on Saturday.
On Sunday, after the exciting Student Competition
and Top Ten Design Competition (see People
section for more), Alex Jackson AIFD PFCI
presented a “Wedding Reception” design show.
Rene van Rems AIFD CCF CFD PFCI treated the
audience to a lively Wedding Floral and Fashion
showcase, complete with exquisite wedding gowns
modeled by Amanda Farris and daughter Tyla
Farris (daughter and granddaughter of Tony and
Debbie Alvarez), Kattey Haislip, Ania Norwood
CCF and Cindy Pham.
The event also included a trade show, New Varieties
display of 24 flowers from California growers
(California Pajarosa Floral’s “Rosa spp Baroness”
took the People’s Choice award), and a Silent
Auction.
Catherine Zikakis, CSFA president, convention
co-chairs Anthony Alvarez and Debbie Alvarez,
sponsors and committee chairs and members are
to be commended for an excellent Calif Flora 2011.
13

12 Great Ways to Grow Profits in 2012
BRIGHT
IDEAS
1. Hold seasonal events. Ladies Night, an Easter
Decorating Event, a Do-It-Yourself Flower Arranging
Class, a Bridal Fair. Play music, serve refreshments, offer
a discount on a selected item and sell flowers.
2. Get involved in a community event: The mayor’s
annual prayer breakfast, Earth Day, the Chamber’s
holiday auction or taste-of-the-town. Have business
cards and promotional cards ready.
3. Offer a coupon for half-off at Groupon.com, Living-
Social.com, Bloomspot.com and others. Your offer, like
others, will only be displayed for an hour or two. Most
offers draw dozens of people or more.
4. Consumers are seeking discounts and bargains
more than ever. Offer coupons through your website
and at your sale counter.
5. Start a Frequent Buyer program to incentivize
customers to keep coming back. Print membership
cards or provide membership numbers for tracking.
6. Retail flower shops are the shop of choice for
Valentine’s Day, Mother’s Day, funerals and weddings.
Stock up on gift items for those special occasions. Train
customers to think of your shop as a source for a variety
of merchandise.
7. Direct mail still works. Design a Do-It-Yourself
postcard online at 123print.com or Vista.com, the
easy way to communicate and be remembered by
customers.
8. Every month, send a welcome card to every person
who received flowers from your shop during the
past 30 days. Says Cherry Blossoms owner Cherrie
Silverman AIFD, it “Works like a charm.”
9. Hold a flower photo contest with a theme (Easter,
children, grandparents, back-to-school, etc.). Deliver
a floral arrangement to the winner and send the contest
and winner information to the local newspaper.
10. Make your shop available for lunchtime networking
and civic groups to use as a meeting place. SAF can
help with a press release.
11. Sponsor a How-to-Plan-Your Wedding Flowers
class or a Do-It-Yourself floral arranging workshop.
Your students will become your customers.
12. Get on a newspaper lifestyle reporter’s radar for an
upcoming holiday (Valentine’s Day?) by letting them
know you’ve got the numbers/stats. Check SAF’s
Valentine’s Day Resource Center.
Our thanks to FloristsReview, Floral Management and the SAF weekly e-Brief
for the inspiration and continuing flow of new ideas for retail florists.

A Wonderful Duet
Continued from page 7
That call led to Kit and Casey giving
regular teaching sessions for floral design
beginners to advanced level designers,
including children at The Huntington.
Flower Duet ensures each class is inspired
by a theme of a garden on the grounds
such as a Protea and Kangaroo Paw design
inspired by the Australian garden or an art
exhibition.
“Seven and eight-year-olds are amazing
flower designers,” says Kit, of some of their
younger Huntington students. “The boys’
designs are orderly and they make sense.
But there are no ‘rules’ for them and they
do exciting designs.”
The pair often makes a stop at the
Original Los Angeles Flower Market on
their way to giving Saturday classes at
The Huntington. “It’s that ‘Just in time’
(Also called the ‘JIT production strategy’)
approach,” says Kit, familiar with the lingo
of the large manufacturing entity from her
marketing experience at Toyota.
Kit’s background in Internet marketing
(search engine optimization, payper-click,
social media, mobile apps,
YouTube, etc.) combined with both Kit
and Casey’s creativity and teaching make
their presentations and their business
partnership a winning combo. From their
DVD on centerpiece arrangements to
their YouTube video on wiring succulent
arrangements for hand-tied bouquets to
client arrangement pictures they post on
their website, they work in harmony, in A
Wonderful Duet.
Flower Duet on Weddings
The secret to pulling off the wedding
successfully? “Be organized and plan
ahead.” Flower Duet has created custom
flowers for weddings throughout Southern
California and beyond. Their reach has
encompassed all points between Santa
Barbara and Point Loma and on the East
Coast from Connecticut to Maryland to St.
John, USVI.
Part of Flower Duet’s wedding quote
includes a private tour with the bride (and
often her entourage) of the Los Angeles
Flower Market. “We get to know the bride,
identify a focal point for flowers, cross
things off the list, add to the list,” says
Casey. “We take pictures and upload them
to the client’s page on our website.” The
result is a happy bride who never says she
did not get what she requested.
Kit and Casey have vastly different
styles of design. Kit is the master of the
pavé, compact look, where Casey likes to
make positive use of the negative space,
introducing a more airy look. However, the
pair says they can mimic each other’s style
easily to please a custom client.
“This is a winning combination when
working with the varied tastes of all clients
who walk through the door. We can
assure them that we can do whatever they
request,” says Kit.
Flower Duet produces a monthly newsletter
for the flower enthusiast and often features
the Original Los Angeles Flower Market.
You’ll find them online at: Flowerduet.com;
Facebook.com/flower-duet; and on Twitter:
@flowerduet.
15

1
2
2–3
10
What’s Happening
16
17–19
21
24–27
28
Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.
January
New Year’s Day 2012
Tournament of Roses parade, football championship
and related activities, Pasadena
Post-Rose-Parade Showcase of Floats, 9:00 a.m.
to 5:00 p.m., $10, Sierra Madre Boulevard and
Washington Street, Pasadena. Call Sharp Seating
at 626 795-4171 for tickets.
Valentine Boot Camp: Plan, Organize and Profit
from the Holiday! Online webinar by SAF. Call 800
983-6184 to reserve a spot.
Martin Luther King, Jr. Day
CCFC Annual Business and Progress Report
Meetings in Watsonville (location tba), Carpinteria
(Rincon Beach Club) and Fallbrook. Call (916)
441-1701 or email ccfc@ccfc.org.
Meet the New Roses with hybridizer Tom Carruth,
who has created more All-American Roses than
any other living hybridizer. The King of Roses
presents an illustrated lecture in the Rose Pavilion
at Descanso Gardens, La Canada Flintridge, 11
a.m. Free with admission.
Chinese Garden Inspired floral design class
by Kit Wertz and Casey Schwartz of Flower Duet
at The Huntington Library, Art Collections &
Botanical Gardens, demonstrating the making of
a Chinese New Year arrangement using traditional
flowers and greenery. Adult class 10 a.m. Kids (ages
7 to 12) class 1:00 p.m. Call 310 792-4968 or email
info@flowerduet.com.
The Special Event, Tampa, Florida – for event
professionals. Tampa Convention Center. For
details, see Thespecialeventshow.com.
Los Angeles Flower District tour with Casey
and Kit of Flower Duet, followed by an (optional)
workshop for an additional fee at the Flower Duet
studio in Torrance. Call 310 792-4968 or email
info@flowerduet.com.
Succulents (floral design) class, Flower Duet
Design Studio, 2675 Skypark Drive, #205,
THE BLOOMIN’ NEWS 16 JAN – FEB 2012
2
4
5
14
15–18
17–26
20
21
22
25
Torrance. $90. Call 310 792-4968 or email info@
flowerduet.com.
February
Groundhog Day
Camellia Walk & Talk, 10:30 a.m.; Noon; and 1:30
p.m. with camellia horticulturist Wayne Walker
at Descanso Gardens, La Canada Flintridge. Free
with admission.
Super Bowl Sunday
Valentine’s Day
SAF Pest and Production Management
Conference, Rosen Plaza Hotel, Orlando, FL.
Riverside County Fair & National Date Festival,
Indio
Presidents’ Day
Mardi Gras
Ash Wednesday
Los Angeles Flower District tour with Casey
and Kit of Flower Duet, followed by an (optional)
workshop for an additional fee at the Flower Duet
studio in Torrance. Call 310 792-4968 or email
info@flowerduet.com.
Tropical (floral design) class, Flower Duet Design
Studio, 2675 Skypark Drive, #205, Torrance. $90.
Call 310 792-4968 or email info@flowerduet.com.
Save the Dates
July 12-16, 2012 - AIFD National Symposium
“Caliente”, Hyatt Regency, Miami, Florida
September 19-22, 2012 – SAF Palm Beach 2012,
The Breakers, Palm Beach, FL

L.A. Flower District Association /Badge Program
2012 Membership Information • www.laflowerdistrict.com
Who can become a member?
Membership in the Los Angeles Flower District Association is open to florists, floral-trade related businesses, and to
vendors who hold valid, proper and legal resale certificates.
What are the program’s benefits?
Direct benefits from the program include wholesale only shopping during wholesale hours to provide better shopping
conditions for the trade, free validated parking during market day wholesale hours, and faster service due to a uniform
record keeping system of resale numbers.
What are the fees to register?
Membership Fees are $30 for a 1 year membership (Year 2012) or $50 for a 2 year membership (Years
2012 & 2013). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00
each. 2012 membership badges will expire on January 1, 2013 and fees will not be prorated later in the calendar year.
What if i forget my badge?
A “Temporary Pass” is available at the main entrance (754 Wall Street) to registered members of the Flower District
Association / Badge Program who forget their identification.
What are the market hours?
Trade/Wholesale Only Hours are:
Monday, Wednesday and Friday 2:00 a.m. to 8:00 a.m.
Tuesday, Thursday and Saturday 5:00 a.m. to 6:00 a.m.
Non Trade/Public Hours are:
Monday, Wednesday and Friday 8:00 a.m. to 12:00 noon ($2 admission)
Tuesday and Thursday 6:00 a.m. to 11:00 a.m. ($2 admission)
Saturday 6:00 a.m. to 12:00 noon ($1 admission)
how does this program affect the parking situation?
There is FREE PARKING FOR TRADE BADGE HOLDERS ONLY. Parking is validated for Trade badge holders
at the main entrance to the Los Angeles Flower Market (754 Wall St.) on Mondays, Wednesdays and Fridays during
wholesale hours only. Note: Registered members shopping during public hours will be required to pay for parking.
how carefully will this program be monitored?
There are approximately 10 security monitors checking for membership badges at the various entrances to the markets.
To ensure the program’s continued success, we ask for all Flower District members to please remember to wear your
2012 badges. Although we realize the program is not by any means foolproof, please remember that this is a program
subject to all the positives and negatives of building a foundation from the ground up.
how do i become a member of the Badge Program?
Fill out the Membership Application form and resale card completely and submit both items along with membership
fees to LAFDBP, 766 Wall Street, Los Angeles, CA 90014. Allow seven days for your application to be processed
before picking up your badges.
Remember to attach a copy of your California Board of Equalization Resale Certificate or the processing of your
application will be delayed. Your badges may be picked up either at the entrance to the Los Angeles Flower Market (Monday,
Wednesday, or Friday, from 2:00 a.m. to 8:00 a.m.) or any other time before 12:00 noon at our office.
Thank you for your continued support!

L.A. Flower District Association /Badge Program
2012 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2012)
1. Business Owner’s Name: (Print Clearly) ___________________________________________________________________________
2. Home Address: _______________________________________________________________________________________________
City _________________________________________________________________________ State ________ Zip ______________
3. Home Telephone _____________________________________________________________________________________________
4. Business Name _______________________________________________________________________________________________
5. Business Address _____________________________________________________________________________________________
City _________________________________________________________________________ State ________ Zip ______________
6. Business Telephone ___________________________________________________________ Fax # __________________________
7. E-Mail Address _______________________________________________________________________________________________
8. Type of Business:
o Retail Florist o Wholesale Florist o Interior Decorator o Caterer o Other (specify): _____________________________
9. Resale Certificate Number from California State Board of Equalization:
____________________________________________________________________________________________________________
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
your Resale Number as Invalid or Closed.
10. Signature of Applicant _________________________________________________________________________________________
11. Names of individuals as you want them to appear on your badges (optional):
Badge 1. _________________________________ Badge 4. ($3.00 _______________________________________________
extra)
Badge 2. _________________________________ Badge 5. ($3.00 _______________________________________________
extra)
Badge 3. ($3.00 _________________________________ extra)
Badge 6. ($3.00 _______________________________________________
extra)
Please check o membership period:
o $30.00 - 1 Year Membership (Year 2012 only) o $50.00 - 2 Year Membership (Year 2012 and 2013)
Fee Amount Enclosed: $ __________________ Date: __________________ o Check o Money Order o Cash
Please make checks payable to: LAFDA. Enclose: (1) photocopy of your California State Board of Equalization Resale Certificate,
(2) completed application and resale card, (3) payment.
Mail documents to: Los Angeles Flower District Badge Program, 766 Wall Street, Los Angeles, CA 90014
Please allow 7 days for your application to be processed before picking up your badges. Note: Badges will not be mailed out.
Important notice from the State Board of Equalization concerning purchases “for resale.”
Misuse of Resale Certificates
One of the rights granted to holders of seller’s permits is the authority to issue resale certificates for merchandise they intend to resell. The permit is
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
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
have made illegal use of their permits may be subject to one or more of the following penalties:
1. Criminal prosecution. This could lead to a fine up to $5,000, imprisonment up to one year, for each offense.
2. A minimum penalty of $500 or 10% of the amount of tax due, whichever is more, for each misuse.
3. A 25% penalty for fraud , or intent to evade the tax, on all unreported tax liability.
4. Revocation of the seller’s permit.
BT-519 Rev. 2 (8-84) (CPPM 265.040) State Board of Equalization

They steal your customers.
They pilfer your profits.
Talk about an ugly floral
arrangement.
Florists lose $500 million every year to drop-shippers.
When it comes to your bottom line, there’s nothing pretty about
drop-shipping. That’s why Teleflora is 100% committed to helping
Save the Florists. This includes guaranteeing 100% of our orders
are hand-arranged and delivered by independent florists like you.
Visit savetheflorists.com.
©2010 Teleflora FM3137

754 Wall Street, Los Angeles, CA 90014
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