PDF - The Los Angeles Flower Market

A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. | July/Summer 2014 • Volume 23 - Number 3
The Bloom
of Time
Adrienne Moore
Styles For Weddings
Story begins on page 4
Adrienne Moore in
The Bloom of Time studio.
Katie Pritchard Photography
By Design: Summer’s Bold Colors and Patterns Turn Up the Heat
See Page 12
Welcome Summer with Fresh Beautiful Blooms
at the Original Los Angeles Flower Market
754 Wall Street, Los Angeles, CA 90014 / Visit us at www.OriginalLAFlowerMarket.com
D
Enlarged to show
market vendors
Hours:
Trade/Wholesale: Mon-Wed: 2 to 8 am; Tues: 5 to 6 am; Thurs: 5 am to noon; Fri: 2am to 3 pm; Sat: 5 am to 3 pm.
Public: ($2 admission weekdays; $1 on Saturday) Mon-Wed: 8 am to noon; Tues: 6 to 11 am;
Thurs: 6am to noon; Fri: 8am to 3 pm; Sat: 6am to 3 pm.
For holiday and special hours, see www.LAFlowerDistrict.com.
The Merchants of the
Los Angeles Flower Market
Street map above
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
Imported Flowers
from Paradise, Inc. . . . . . . . . 626 548.2295
4.
Dan Stamis Wholesale . . . . 213 622.6770
5.
Blossom Valley . . . . . . . . . . . 213 891.9320
23, Mellano & Company . . . . . 213 622.0796
33, 34. Full Service
24.
Valle Wholesale . . . . . . . . . . 213 688.8810
Gonzalez & Sons
Wholesale Flowers . . . . . . . 213 627-7678
Roses
26.
6.
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
27.
C&K Wholesale . . . . . . . . . . 213 327.0313
E. CasaBlanca . . . . . . . . . . . . . . . . . 213 488.3321
Full Service
7.
Dayro’s Wholesale . . . . . . . . 213 623.5177
F. Mellano & Company . . . . . . . . 213 622.0796
Full Service
7A. Flower Salad . . . . . . . . . . . . . 213 624.1974
Miscellaneous Cut Flowers, Greens
G. Mellano & Company
Wholesale Florist . . . . . . . . . . . 213 622.0796
Full Service
7B.
Dayro’s Wholesale . . . . . . . . 213 623.5177
31.
Roses & Cut Flowers
32A. Gilbert Wholesale . . . . . . . . 213 689.9564
I. BNB Floral Supply . . . . . . . . . . . 213 623.0063
Floral Supplies
8.
Designer Direct
Showcase Inc. . . . . . . . . . . . . 213 488.9795
J. Shibata Floral Company . . . . . 213 995.1299
Floral Supplies
10.
Tommy’s Flower Land . . . . . 213 622.1205
K. Floral Supply Syndicate . . . . . 213 624.3982
Floral Supplies
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
L. Moskatel’s, Inc. . . . . . . . . . . . . . 213 689.4650
Floral Supplies
12A-. Kimura Plus . . . . . . . . . . . . . . 213 488.1620
13A
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
12B-. Camila’s Wholesale . . . . . . . . 323 317.1211
13B
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Floral Supplies
14.
O. Chris Flowers Full Service . . . . . 213 488.1797
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
15- Julia’s Wholesale . . . . . . . . . . 213 891.1514
17 Roses & Cut Flowers
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
18.
Zavala Wholesale Flowers . . 213 488.0085
20.
Cal Pom Pons . . . . . . . . . . . . . 213 623.6651
A. Lee’s Orchids . . . . . . . . . . . . . . . 213 627.8880
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)
Q. Décor Center . . . . . . . . . . . . . . . 213 629.6949
2
Los Angeles Flower Market of the American Florists Exchange, Ltd.
Greens
Full Service
Roses & Cut Flowers
Floral Supplies
Roses
Miscellaneous Cut Flowers
Choice Flowers . . . . . . . . . . . 213 489.8377
Miscellaneous & Exotic Flowers
Supermarket Florals, Rose Petals & Roses
Full Service
Miscellaneous Cut Flowers
28. Ted’s Evergreens . . . . . . . . . 213 624.9510
29B. Greens
29A. Vases by Robert . . . . . . . . . 818 434.1512
- 30 Ceramics
Balloons Away . . . . . . . . . . . 213 683.8819
32B. A Ruiz Wholesale . . . . . . . . 213 622.3695
Exotic Cut Flowers
36. - Tropical U.S.A. . . . . . . . . . . . 213 614.1915
38. Exotic Cut Flowers
39.
World Coffee Kiosk /
Coffee Bean Cafe . . . . . . . . . 213 614.6885
40.
42.
Miscellaneous Cut Flowers
43.
S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322
Growers Direct . . . . . . . . . . . 213 688.8855
Cut Flowers
Paradise Gardens . . . . . . . . 213 488.5144
44.
Full Service
45.
Orchids
50.
Fruit, Candy & Stuffed Animals
Orchid Oasis . . . . . . . . . . . . . 213 627.3805
Sanchez, Martin . . . . . . . . . 213 629.4154
Where Good Ideas Are Always In Bloom
Contents
2
Los Angeles Flower Market Map
This newsmagazine is published quarterly (January 1, April 1, July 1, October 1) by The Los Angeles Flower Market of The American Florists’ Exchange,
Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloomin-
Cover Story:
news.com. Subscription and advertising details at BloominNews.com.
The Bloom of Time —
Adrienne Moore styles for weddings
(and all of life’s special occasions!)
Publisher
Original 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
People and Places
Board of Directors
Potpourri
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Happenings/Calendar
Original Los Angeles Flower Market Hours & Info
Maps, Tenants, Hours, the Season's Flowers and More can be found
at www.originalLAflowermarket.com
By Design:
Summer’s Bold Colors and
Patterns Turn Up the Heat
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone: 800 200-1101
Email: [email protected] • www.bloominnews.com
12
14
Roundabout
Art Director
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
4
6
8
10
More Than 90 Years’ of Service
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
It’s YOUR
Flower Market!
Subscribe
Those working in the California floral and horticultural industries
may join our mailing list at no cost. Subscribe at BloominNews.com
to the print and/or email editions. Get the digital version at http://
bit.ly/laflower or text FLOWER to 42828.
Disclaimer
Neither the Bloomin’ News nor the Original Los Angeles Flower Market
recommends or endorses any products or advertisements displayed
in this publication but presents them as a service to our readers.
Advertise in Bloomin’ News
Visit Bloominnews.com or contact our editor for advertising
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The Original
Los Angeles Flower Market
Index to Advertisers
BottomLine Brokers, Sean Edelstein . . . . . . . . . . . . . . . Page 9
Calif Flora / CSFA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16
Floral Supply Syndicate . . . . . . . . . . . . . . . . . . . . . . Page 7, 9
Mayesh Wholesale Florist . . . . . . . . . . . . . . . . . . . . . . . Page 6
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . Page 11
Original Los Angeles Flower Market . . . . . . . . . . . . . . . Page 3
Original Los Angeles Flower Market History Book . . . . Page 6
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
Wordpix/My Floral Notecards . . . . . . . . . . . . . . . . . . . Page 8
THE BLOOMIN’ NEWS
www.OriginalLAFlowerMarket.com
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
754 Wall Street, Los Angeles
LAFlowerDistrict.com
3
SUMMER 2014
BLOOM
THE
TIME
OF
Hand-selecting blooms: Double tulips, antique gold roses, narcissus, amaranthus. Katie Pritchard Photography
Adrienne Moore Styles For Weddings
(and all of life’s special occasions!)
By Peggi Ridgway
“Inviting and artful” is the expression Adrienne
Moore uses to describe the environment she creates
to enhance each client’s unique story. When a brideto-be says she wants a Moroccan wedding theme,
bird cages with vines and flowers, or retro Palm
Springs visuals, Moore’s imagination goes into high
gear. Building upon a strong art and design college
education, her sharp eye for color and composition
becomes a valuable tool that typically results in a lot
of oohs, aahs, and happy wedding parties.
Moore is self-taught in the floral design industry and considers the Los Angeles Flower Market her
hands-on floral design college. “The challenge for me
was always more ‘botanical’ than design,” she says. “I
had to learn the products (flowers, fillers, greens) and
how to handle them and work with them.”
She credits the many mentors she has met
along the way. Wholesalers like Mellano & Com4
pany and Mayesh Wholesale
Florist were there to help
her transition from artist to
floral designer. Weekly (or
more frequent) visits to the
two major wholesale markets
in the Los Angeles Flower
District have provided her
with a priceless opportunity
to study the flowers and to
be mentored by knowledgeable people like Mellano customer sales representative and
designer, Amy Ha.
Amy Ha has personally visited Moore’s design studio and
the two meet whenever Moore
has special event and wedding
requirements. Ha, with a floral design and retail floral shop
Adrienne Moore
designing a bouquet.
Katie Pritchard
Photography
Hydrangea, roses, lilac, lavender, viburnum in The Bloom Of Time Studio.
Katie Pritchard Photography
MoroccanInspired
vignette by
The Bloom
Of Time, with
peonies,
message
roses, sea
coral.
Zoom Theory Photography
background in Beverly Hills,
tries to “understand customers’
needs visually, including the customer’s design style.” Because of
her strong client relation skills
and design expertise, Moore
trusts Ha to help her make the
right buying decisions.
Moore values the working
relationships with her suppliers,
and the benefits of shopping at
the Market. “When I’m going to
the Original Los Angeles Flower
Market, I know in my head exactly what I need,” Moore says,
mentioning that she also preorders many of her flowers from
Market wholesalers. Moore says
the Los Angeles Flower Market
is unique in its abundant variety,
5
selection, and quality of gorgeous, fresh flowers.
For Adrienne Moore, the
“fun part” of shopping in
downtown Los Angeles, even
though she’s done her homework, is doing a “lap through
the markets and making comparisons. What’s fresh? What’s
unique? What’s new? Results
are best when I have an open
mind. I like to experiment and
be creative.”
And that’s a good place to
start in making her wedding
and special event designs especially “inviting and artful.”
Follow The Bloom of Time on
social media and visit the website
at Thebloomoftime.com.
Moroccan Bridal Bouquet by The Bloom
Of Time – chrysanthemums, peonies,
garden roses, delphinium.
Zoom Theory Photography
PEOPLE & PLACES
Bloomin’ News Welcomes Kit Wertz
Readers of The Bloomin’ News are delighted with
the introduction in our Spring issue of Kit Wertz’s
floral design page. Kit is a professional floral designer
with fifteen years’ experience. Co-owner with
floral designing sister
Casey Schwartz of Flower Duet, Torrance, Kit
holds a bachelor’s degree
in Journalism from James
Madison University and
worked as a photo-journalist before moving to
Los Angeles where she
worked as a graphic designer. She is also a certified
Project Management Professional.
Kit’s interest in floral design began when on assignment in The Netherlands, where she became exposed
to the reverence of the Dutch for flowers, a floating
flower market and floral still life paintings by Dutch
Masters. That interest accelerated when she visited the
Los Angeles Flower District and when she created,
with Casey’s help, her own wedding flowers. Kit has
taken many formal floral design classes, worked as
an Internet marketing professional for international
companies and with Casey, has built Flower Duet
into a full-time business. She has been interviewed by
online magazines and appeared on television and she
regularly teaches floral design classes at Flower Duet,
The Huntington Library, Art Collections and Botanical Gardens and The South Coast Botanic Garden
and organizations throughout the Southland.
FSS Introduces David Marabella
Floral Supply Syndicate has hired David
Marabella as Director of
Sales. In this newly created position, Marabella
will identify and develop
new opportunities and
focus the sales programs
and training for 120 FSS
employees in 20 U.S. locations. David has more
A Priceless Gift
150 Years of Floral History • $35 including shipping
Pay by check to: American Florists Exchange, c/o Mellano,
766 Wall Street, Los Angeles, CA 90014
THE BLOOMIN’ NEWS
6
SUMMER 2014
PEOPLE & PLACES
Rose Tournament
Grand Marshal
Named
Olympian and World
War II prisoner of war
Louis Zamperini, an
American hero, will
be the Grand Marshal
for the Rose Parade.
Zamperini, age 97, has
a life story that illustrates
the strength of human
spirit, from his days as
an Olympic sports hero
to surviving 47 days in
Louis Zamperini
the Pacific Ocean on a
raft to persevering for two years while in captivity.
Moviegoers will appreciate his story in the upcoming
film, “Unbroken,” based on a book he wrote.
President for the 2014-2015 Tournament of Roses,
Richard L. Chinen will provide leadership for the
126th Rose Parade and the 101st Rose Bowl Game,
which will host the first College Football semifinal.
than 20 years’ experience in the industry. He was
most recently Regional Sales Representative with
Highland Supply Corporation and spent eighteen
years as President and Creative Director for a floral
manufacturing company supplying floral designs to,
among others, Williams Sonoma, Harry and David,
1800Flowers and FTD. “There are not many people
who bring together (David’s) ‘can do’ attitude, industry knowledge, as well as his organizational and
great people skills,” says Michael Mariani, Chief of
Operations. More details at FSS.com.
Debra Baldwin Shares Succulent
Care and Design in Videos
Speaker, author and garden photojournalist Debra
Lee Baldwin, who has authored three best-selling
books about succulents, has produced more than 50
YouTube videos of tips on design, plant care and selection and how to combine succulents in eyecatching and intriguing
ways. Some videos feature top floral designers.
At under five minutes
each, the videos are enjoyable and can be found
by typing “Debra Lee
Baldwin” into Youtube’s
search bar.
Two Students Get Ecke Scholarship
The American Floral Endowment awarded a
$10,000 Paul Ecke Jr Scholarship to not one, but two,
highly promising students recently. One recipient
is Joshua Craver, who will soon begin a doctoral
program in horticulture at Purdue University; and the
other is Emma Lookabaugh, a North Carolina State
University floriculture research doctoral student.
Roses Foundation Gives $100,000
The Pasadena Tournament of Roses Foundation
has awarded $100,000 in grants to 28 civic,
educational and cultural organizations in the San
Gabriel Valley. Six of the groups are first-time
grant recipients. Established in 1983, the nonprofit Foundation funds sports and recreation, visual
and performing arts and volunteer motivation and
leadership development.
THE BLOOMIN’ NEWS
7
SUMMER 2014
POTPOURRI
Sunroad Int’l Flower Market
Opens in Carlsbad
Sunroad Enterprises opened its International Flower
Market at 5858 Dryden Place in Carlsbad, San Diego
County, recently, featuring the vendors once housed
at the Carlsbad Floral Trade Center on Avenida
Encinas. More than 20 tenants include Floral Supply
Syndicate, Mellano & Co., Holland Flower, Corina’s
Wholesale, Ramirez Wholesale, Alliance Floral, JR
Wholesale, KT Orchids, Manny’s Wholesale, Twins
Flower Growers, Verenice Flowers and others. The
new space offers 55,000 square feet, with leasing
managed by the CBRE Group in Carlsbad.
Mike Mellano, CEO, Mellano & Company,
and Leo Gordillo, also from Mellano & Company,
provided much needed transition guidance. Mellano
says the new market “offers both a great place to do
business and a welcome level of certainty to the local
flower industry.” Sunroad Enterprises is a diversified
holding company founded in 1977 in San Diego.
operations and certain assets of Billingsley Wholesale
Florist, based in Portland, OR. Billingsley began
operating under the Mayesh name on March 31 and
represents Mayesh’s seventeenth branch.
AIFD Website Now Bi-lingual
The American Institute of Floral Designers has
added a Google language translator to its website
at Aifd.org. The translator feature was added to
accommodate AIFD’s growing, diverse membership
and others interested in the association.
Crucial Steps Taken for Drought Relief
Senator Dianne Feinstein (D, CA) authored a bill,
passed in May, that allows federal agencies to give grants
and fund pilot programs to increase water in reservoirs
of river basins with a direct impact on the state’s water
supply. Voluntary conservation measures have been in
place for some time in California, in this driest of years
on record. Some flower farmers have found applications
for used water, such as watering flowers in planters and
cleaning purposes. Cutting out non-essential use of
fresh water is key to conservation for the entire state.
Mayesh Acquires Billingsley
Mayesh Wholesale Florist has acquired the business
“You are doing a Terrible Job”
Becomes a Challenge
A few months ago, the American Floral Endowment
board of trustees visited the University of California,
Davis in conjunction with their board meeting.
Presentations included a “flower power” class by
Heiner Lieth, Ph.D. More than 350 students are
enrolled in Lieth’s course, in which he encourages
them, in a fun way, to develop interest in floriculture.
As a result of a group discussion, students told the
floral industry: The industry is doing “a terrible job”
of getting flowers into the hands of young people.
AFE took that message to heart and is now in talks
with Professor Lieth to address the issue through a
scientific survey.
Notecards They’ll Notice
• 4 x 5” floral themed notecards with a blank inside
• Great gift item for your flower shop
SAF’s Leaders Introduce Councils
“We’ve been operating with essentially the same
basic eight-committee structure for the past 25 years,”
says Shirley Lyons AAF PFCI, president, Society of
American Florists. SAF’s volunteer leadership structure
has been reorganized into three more streamlined and
mission-focused Joint Councils to address Consumer,
Government and Members. In addition, an Awards task
Floral Notecards
Deliver Your Message with a Floral Flair
Contact: Peggi Ridgway/Wordpix
www.MyFloralNotecards.com • [email protected]
A little division of Wordpix, producer of the Bloomin’ News.
THE BLOOMIN’ NEWS
8
SUMMER 2014
POTPOURRI
recently with his arrangement titled “Outta the Box.”
The online voting attracted more than 3 million social
media impressions as people voted for the design that
most inspires a friend to live life to the fullest, depicting
the notion, “Live Colorfully – Dare to be Different.”
OFA Short Course Renamed
OFA – An Association of Horticultural Professionals
and the American Nursery & Landscape Association,
which joined to become AmericanHort some
time ago, have renamed the OFA Short Course to
Cultivate – An AmericanHort Experience.
AFE’s Video Honored - Twice
The “Murder, Sex and Greed” floral animated
awareness video produced by the American Floral
Endowment was recently recognized with a 2014
American Advertising Award (a Silver ADDY). The
competition included 647 entries from 87 agencies,
fifteen entries in Animation. In May, the video
earned the Gold Circle Award from the Center for
Association Leadership, for its excellence, innovation
and achievement.
Sell Your Shop Faster & for the Highest Price!
force and a Convention task force have been created.
Three existing councils (Growers, Wholesalers and
Retailers) remain in place.
Did You Know?
In addition to the print version of The Bloomin’
News, which is seen by 5,000 subscribers or more, the
Original Los Angeles Flower Market also sends an
email newsletter summarizing the newest Bloomin’
News and providing a link to the PDF online version.
Subscribe to the email at BloominNews.com or
OriginalLAflowermarket.com.
San Bernardino County Florist for Sale
• Established clientele
• All assets included
• Teleflora
• Low rent on a major street
• Owner training
New owner with fresh
ideas and online marketing knowledge could
take this half-century-old
shop to the top.
New Website Launches
The American Floral Endowment has launched
a new, improved website at Endowment.org, to
serve as the hub for its activities. Employing latest
technology, the site is mobile-friendly and offers free
research reports, applications for funding and countless
other resources for those in the floral industry.
Buy or Sell With Confidence
Sean Edelstein 949. 551.2060
[email protected]
Orange, Riverside, San Bernardino & Los Angeles Counties
Flower Shop Broker
VaseOff! Champ Named
Virginia florist Bryan Swann won the Society of
American Florists’ “VaseOff!” All Stars challenge
THE BLOOMIN’ NEWS
DRE#01926680
Selling flower shops SINCE 1997
9
SUMMER 2014
C A
L
E N D A R
Check our website OriginalLAflowermarket.com for
Market shopping hours, parking info and more.
Our calendar listings help you tie your business promotions to special events and observances.
JULY
3–7
AIFD 2014 “Transition – Transformation” Symposium, Hilton Chicago,
Chicago. (410) 752-3318 or AIFD.org.
4
Independence Day
11 to August 10
Orange County Fair,
OC Fair & Event Center, Costa Mesa.
12 “Green Thumb 101: Basic Propagating.” Bring your gardening gloves!
$20 non-members. Descanso Gardens,
1418 Descanso Drive, La Canada
Flintridge. Register by July 5 at Descansogardens.org or call 818 949-4200.
12 – 15 Cultivate14 (formerly OFA
Short Course), Greater Columbus
Convention Center, Columbus, OH. 614
487-1117 or Cultivate14.org.
13 “Summer Splendor Vase” floral
design class at South Coast Botanic
Garden, by Flower Duet of Torrance.
310 792-4968 or Flowerduet.com. Register at 310 544-1948.
15 Fresh Produce & Floral Council
So. California Expo, Anaheim.
714 739-0177 or FPFC.org.
16 – 21
GALLA – Give And Live Los
Angeles – LA Mart Gift & Home & Design
Market. 800 526-2784 or LAmart.com.
19
Los Angeles Flower District tour
with Kit Wertz, Casey Coleman of
Flower Duet, Torrance, 7-9 a.m., $20.
310 792-4968 or Flowerduet.com.
“Summer Rustic” floral design
class using jars, burlap, wildflowers,
wood slabs, at Flower Duet, 2675 Skypark
Drive, #205, Torrance; 10:00 to Noon,
$85. 310 792-4968 or Flowerduet.com.
19, 26
“Music on the Main Summer
Jazz,” Thursdays, June 19 – August
21, 6 p.m. Descanso Gardens, 1418
Descanso Drive, La Canada Flintridge.
Descansogardens.org.
Technology & Profit Summit at
World Market Center, Las Vegas.
Sponsored by Florists for Change and
Real Local Florists. Non-members $149.
Register at Reallocalflorists.com or 404
292-8446.
30 to August 10
Ventura County
Fair, Fairgrounds, Ventura. VenturaCountyFair.com.
AUGUST
3
Sisters Day
1
Labor Day
6
Gala in the Garden, San Diego
Botanic Garden, 5-9 p.m. SDBGarden.
org or 760 436-3036.
7
Grandparents Day
7, 14, 21
11
“Music on the Main Summer Jazz,” Thursdays, through August
21, 6 p.m. Descanso Gardens, 1418
Descanso Drive, La Canada Flintridge.
Descansogardens.org.
10 – 13 “Business Smarts Summit –
Operating a Successful Retail Shop,”
with Paul Goodman CPA, Vonda
LaFever AIFD PFCI and Marie Ackerman
AIFD PFCI AAF, Teleflora Education Ctr,
Oklahoma City. 800 456-7890, x.6234 or
visit Myteleflora.com.
13 – 16
SAF’s 130th Annual Convention, Marriott Marco Island Resort,
Marco Island, FL. 800 336-4743 or 703
836--8700 or SAFnow.org.
14 American Floral Endowment
2014 fundraising dinner, Marco Island,
FL. Sponsorships available. 703 8385211 or Endowment.org.
19 CalFlowers Town Hall Meeting,
Sheraton Carlsbad Resort & Spa, Carlsbad. 831 479-4912.
19 – 21
27
21
“The Art of the Party –
Creating and Selling Profitable Events,”
with Tom Simmons AIFD, Teleflora Education Ctr, Oklahoma City. 800 456-7890,
x.6234 or Myteleflora.com.
SEPTEMBER
“Sympathy Tributes: A Modern Approach,” with John Hosek AIFD PFCI,
Teleflora, Oklahoma City. 800 456-7890,
x.6234 or Myteleflora.com.
20 – 26 Teleflora Make Someone
Smile Week
27 – 30
Los Angeles
County Fair, Fairplex, Pomona. LACountyFair.com.
FTD Boot Camp graduates’
advanced course, Downers Grove, IL.
800 788-9000 or FTDi.com.
4–6
Plantscape Institute of
America (PIA) 24th conference with
2014 Independent Garden Center
Show, IGC Chicago, Navy Pier,
Chicago. 707 462-2276 or PIAgrows.org.
Parents Day
30 to September 29
Senior Citizens Day
CalFlowers Town Hall Member
Meeting, Fess Parker Doubletree Resort,
Santa Barbara. Focus on areas issues
facing the California floral industry.
Details: 831 479-4912.
10
Patriot Day
11 – 14 World Flower Council
Summit, Croatia. 954 444-6445 or
Worldflowercouncil.org.
13
International Chocolate Day
17
Citizenship Day
19
POW/MIA Recognition Day
22
American Business Women’s Day
25 Los Angeles Flower District tour
with Kit Wertz and Casey Coleman of
Flower Duet, Torrance, 7-9 a.m., $20.
310 792-4968 or Flowerduet.com.
“Fall Chocolate Flowers” floral
design class at Flower Duet, 2675
Skypark Drive, #205, Torrance; 10:00 to
Noon, $85. 310 792-4968 or Flowerduet.
com.
25 – 26
Rosh Hashana
27 “Late Summer Flowers” floral
design class, Huntington Library, San
Marino. By Flower Duet, Torrance. 310
792-4968 or Flowerduet.com.
SAVE THE DATE
October 11-12
“Calif Flora 2014,” California State
Floral Assn, Mayesh, Riverside.
CONTACT INFO:
LOS ANGELES
888-635-5266
mellano.com
MELLANO & COMPANY – YOUR DESTINATION FOR THE BEST WEDDING FLOWERS
HYDRANGEA
H TULIPS
FRENC
PEONIES
SPRAY ROSES
DO FLOWERS MATTER TO A BRIDE?
The answer is obvious. Your brides trust you to deliver on her special day and we take this
seriously as your source for high quality, well cared for flowers. We don’t cut corners and
hope you won’t either. We’re here to help. Call us for all of your wedding floral needs.
by
D
E
S
I
G
N
Summer’s Bold Colors and
Use an open sphere to hold a
single bloom for a cocktail or
accent design. This gerbera
bloom stays fresh in a water
tube attached to the globe by
navy blue aluminum wire.
a
By Kit Wertz*
s the weather heats up, home
brighter and bolder.”
decorating stores are filled with
geometrics for outdoor living
slip a cylinder vase inside a lace-patterned ce-
with lattice-patterned pillows to
ramic lantern or use stems of flowers to create
kilim-inspired (tapestry-woven) poufs. In con-
interesting patterns below the water line in a
trast, colorful floral print dresses appear in all
clear glass vase.
corners of the fashion industry from haute cou-
ture to the neighborhood boutique.
mimic actual Van Gogh and Renoir flower
Commenting on 2014 trends, Interior De-
paintings. In an article about D&G’s 2014 Alta
sign Society associate Kathy Prior says, “This
Moda spring/summer 2014 line, Lisa Arm-
spring and summer you are going to see even
strong, fashion editor of The Daily Telegraph,
more geometrics. The colors are going to be
reported from the private workrooms in Milan,
12
For a geometric spin in floral arrangements,
Floral dresses by Dolce & Gabbana (D&G)
“Flowers are everywhere, spilling out of vast
huge variety of roses available from vendors at
vases, tumbling over dresses.”
The Original Los Angeles Flower Market, why
not have an explosion of color?
Go for bold by taking a break from blush
tones and two-color palettes to incorporate mul-
From the simple repetitive patterns of lattice
tiple, deeply colored flowers in each design.
to the sublimely rich colors of summer flowers,
With so many choices of summery jewel-toned
be inspired to kick up the heat in flower de-
blooms like purple lisianthus, red gladiolus, ma-
signs this summer.
genta celosia, cobalt blue delphiniums and the
Professional floral designer and certified Project Management Professional Kit Wertz co-owns Flower Duet, Torrance, CA, with
her sister, Casey Schwartz. Kit has worked as a photojournalist and online marketing professional and as a graphic designer and
instructor in The Netherlands. She’s a popular guest of The Sweet Home, DIY Network and E! Entertainment Television. Kit teaches
design, makes presentations and guides tours of the Los Angeles Flower District. Reach Kit through Flowerduet.com, her website.
Sources: http://idsdfw.com/ids-professionals-associates-tell-us-hottest-springsummer-2014-design-trends/
http://www.telegraph.co.uk/luxury/womens-style/23000/dolce-gabbana-alta-moda-springsummer-2014-inside-the-floral-home-of-elitecouture.html
Patterns Turn Up the Heat
Making a pattern of
stems to anchor additional flowers in a
design adds an interesting dimension to a
glass vase.
Inspired by this past May’s White House Correspondents dinner, this
collection of flowers is representative of a bold-color initiative perfect
for a summer design.
13
ROUNDABOUT
designer at “Events: Inspiration and Perspiration,”
presented by the Shirley Haas Student AIFD Chapter at
Golden West College. Congrats to Marilee Just, who
has retired to Conway, South Carolina, to be a telecommuting marketing and customer retention consultant.
Teleflora show at Mellano
Debra Prinzing, author of The 50-Mile Bouquet
and founder Slowflowers.com, headed up the
Flower Pavilion Stage at the San Francisco Flower
and Garden Show in March. Various shows featured
demonstrations by experts, including author Debra
Lee Baldwin, and designers Baylor Chapman, Max
Gill, Natasha Lisitsa, J Schwanke, Pilar Zuniga
and Stefani Bittner.
So Cal designers have been busy this summer! Tom
Simmons AIFD CFD CCF presented at Teleflora’s
Los Angeles Coast Counties Unit’s June 1 workshop
at Mellano & Company in Los Angeles. On June
21, California State Floral Association sponsored a
“Design and Dine” event at the Bixby House in
Long Beach. The historic mansion provided countless
niches and backdrops for artistic arrangements by local
floral designers. CSFA has announced the 2014 “Calif
Flora” will be held at Mayesh in Riverside, October
11-12. (See our back page ad for details.)
Mayesh Wholesale Florist Inc. has embraced the
American Grown movement, featuring an example
on its website (Mayesh.com) of how to promote local
flowers. One of the ways to do that, of course, is to
register at Debra Prinzing’s SlowFlowers.com, a
nationwide online guide to florists and designers using
American-grown flowers.
American Grown flowers continue to achieve recognition in national media, including the New York
Times’ story on homegrown flowers in the White
house; and Wall Street Journal’s feature about California flower farmer Tara Kolla of Silver Lake Farms.
The new Sunroad International Flower Market is
open in Carlsbad. The new market is home to most of
the vendors of the now-closed San Diego International
Flower Market. Vendors like Floral Supply Syndicate
and others held their own “open house” or “grand
opening” on June 3.
Florists Review featured dramatic, lavish wedding designs by René van Rems AIFD and a Viewpoint article
by René, in its Spring issue, while including Melinda
Lynch AIFD, Gini Ortega, Kathy Simeone,
Suzanne M. Smith, Winnie van Heerden, Melody
King, Kelly Bishop and Jenny McNiece in its
“Picture-Perfect Weddings” photo section.
In May, Kit Wertz and Casey Coleman of Flower Duet
co-sponsored with nine other companies, a “wedding
industry event” at Terranea Resort in Rancho Palos
Verdes. More than 100 wedding professionals attended.
FO R
Y O U
BOOKS
In March, Carolyn Fowler AIFD was the featured
Talk is (Not) Cheap
This book by Jim McCann, founder and CEO
of 1-800-flowers.com, sub-titled “The Art of
Conversation Leadership,” holds a key to
business success. Interestingly for retail florists, in “Talk”, McCann shares anecdotes
and stories about how he built his floral business better because he opened his mind and
learned to speak, one-on-one and to a variety
of audiences. When people recognized him,
from ads in which he appeared, they wanted
THE BLOOMIN’ NEWS
to talk. He responded. Make your business
popular, hold a theme event (like McCann’s
Wizard of Oz promotion), get known, and
the resulting dialogue from new visitors to
your shop will help you grow. Want to upgrade your phones or software? Don’t search
online; talk to experts. Besides Toastmasters,
McCann’s book may be your ticket to learning the art of effective conversation. Available
at online retailers for $18 (Kindle $6).
14
SUMMER 2014
it’s love at first site!
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CONTAINERS
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containers, farm-direct flowers and supplies, it’s easy
to love our new one-stop online shop. Sign on to
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Shop themarket.myteleflora.com
PRESORTED STANDARD
U.S. POSTAGE
PAID
Original Los Angeles Flower Market
754 Wall Street, Los Angeles, CA 90014
LOS ANGELES CA
PERMIT #3644
RETURN SERVICE REQUESTED
CALIF FLORA
2
0
1
4
“Preserving the Past – Presenting the Future”
Mayesh Wholesale Florist, 2295 Eastridge Avenue
Riverside, CA 92507 • 951.571.9560
Saturday • October 11
• California Certified Florist Exam
• Hands-on Design Classes
• Student Design Competition
Sunday • October 12
• “Top Ten” Floral Design Competition
• Afternoon Design Show
• Trade Show, New Varieties, Silent Auction,
CCF Pinning, CSFA Annual Meeting
Enjoy the programs and camaraderie
of floral industry colleagues.
Sponsored by California State Floral Association
and Mayesh Wholesale Florist
Get More Details/Register:
Call CSFA: 916.448.5266
Email: [email protected]