Villa Park`s The Flowery - The Los Angeles Flower Market

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd.
January – February 2011 • Volume 20 - Number 1
Villa Park’s The Flowery
Carolyn Kain and Billie O’Brien Tend Their
Flowers and Customers with Care See page 4
From left, Carolyn Kain, Billie O’Brien and Hasmig Asyam in the Viila Park store.
Hot or not? Floral trends to watch for in 2011.
See page 8
You’ll Find the Best Quality, Best Prices for
Valentine’s Day at the Los Angeles Flower Market
D
Enlarged to show
market vendors
Hours:
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.
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
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
William Sanchez
Wholesale . . . . . . . . . . . . . . . . 213 627.6312
4.
Dan Stamis Wholesale . . . . 213 622.6770
5.
Blossom Valley . . . . . . . . . . . 213 891.9320
Miscellaneous Cut Flowers
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
Roses
26.
Gonzalez Wholesale . . . . . . 213 613.0756
6.
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
27.
C&K Wholesale . . . . . . . . . . 213 327-0313
7.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Greens
Full Service
Roses & Cut Flowers
7A. Flower Salad . . . . . . . . . . . . . 213 624.1974
Miscellaneous Cut Flowers, Greens
7B.
8.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Full Service
Miscellaneous Cut Flowers
28. Ted’s Evergreens . . . . . . . . . 213 624.9510
29B. Greens
29A. Vases by Robert . . . . . . . . . 818 434.1512
- 30 Ceramics
31.
Balloons Away . . . . . . . . . . . 213 683.8819
Roses & Cut Flowers
32A. Gilbert Wholesale . . . . . . . . 213 689.9564
H.O. Norman . . . . . . . . . . . . . 213 614.1031
32B. A Ruiz Wholesale . . . . . . . . 213 622.3695
Exotic Cut Flowers
Floral Supplies
10.
Tommy’s Flower Land . . . . . 213 622.1205
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
Roses
Miscellaneous Cut Flowers
L. Moskatel, Inc. . . . . . . . . . . . . . . . 213 689.4650
Floral Supplies
12A. Kimura Plus . . . . . . . . . . . . . . 213 488.1620
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.8069
13B Roses & Carnations
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Floral Supplies
13A. Adriana’s Wholesale . . . . . . . 213 624.0407
O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
14.
Choice Flowers . . . . . . . . . . . 213 489.4879
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
17.
Stelzner Wholesale . . . . . . . 213 891.1514
Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867
Exotic orchids
18.
Sanvilla Wholesale . . . . . . . . 213 489-7089
Miscellaneous & Exotic Flowers
Miscellaneous Cut Flowers
Greens
36. - Tropical U.S.A. . . . . . . . . . . . 213 614.1915
37. Exotic Cut Flowers
Paraiso Flowers . . . . . . . . . . 213 488-0376
39.
Full Service
40.
Miscellaneous Cut Flowers
42.
43.
S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322
Growers Direct . . . . . . . . . . .213 688-8805
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
We Look Forward to Seeing You Soon!
Become a Los Angeles Flower District member. See pages 17-18.
Contents
Cover Story:
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.
Villa Park’s The Flowery
Los Angeles Flower Market Hours & Info
LA Flower Market Map
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.LAFlowerDistrict.com.
People and Places
Board of Directors
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Feature: Floral Trends for 2011
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
LAFD Association Member Badge Program
Potpourri
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
Bright Ideas
Los Angeles Flower Market of the American Florists’ Exchange
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm • (213) 622-1966 (213) 622-0796
Feature: Flower Arranging for
National Television – In Another State
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101; FAX 918 743-1105; Email: [email protected]
Happenings/Calendar
Marisol Basaldua, Los Angeles Flower District Reporter
Phone: 213 622 0796 X 253 • Email: [email protected]
1
2
6
8
10
14
15
16
Art Director
Celebrating 90 Years in 2011
Michael Wheary, Calypso Concepts
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Index to Advertisers
American Floral Endowment . . . . . . . . . . . . . . . . . . . . . . . Page 12
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . Page 11
Los Angeles Flower District Badge Program . . . . . . Page 17-18
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 13
Moskatels/Michaels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 20
Phil Rulloda School of Floral Design . . . . . . . . . . . . . . . . . . Page 6
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . Page 10
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
T H E B LO O M I N ’ N E W S The Original
Los Angeles Flower Market
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
754 Wall Street, Los Angeles
LAFlowerDistrict.com
3
JAN – FEB 2011
Villa Park’s The Flowery
by Peggi Ridgway
“More than anything,
I must have flowers always, always.”
t
his heartfelt expression by Claude Monet (1840-1926), founder of French impressionist painting, sets a mood of expectation for Carolyn Kain’s The Flowery, in Villa Park, Orange County. Monet’s quote is displayed in stylistic lettering across the top of one entire wall of
the retail shop, where it looks down almost as a symbolic exclamation mark for the myriad of fresh and silk flowers and flower-related
products in the garden-themed shop.
Owner Carolyn Kain and her daughter Billie O’Brien could easily own Monet’s statement, as a conversation with either will cause their
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.
From an ideal, highly visible location in the busy Ralphs Market retail center on Santiago Boulevard, this popular shop is accustomed to serving generations of adoring customers. Although the economic downturn has impacted The Flowery as it has most
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,
Carolyn, Billie, designer Hasmig Asyam and Carolyn’s two granddaughters Missy Diaz and Jamie O’Brien were in the throes of making
boutonnieres and corsages for dozens of young people, while Carolyn and Billie were still learning how to use their first-ever Point-OfSale computer system (Teleflora’s Dove). This made for a prom season more challenging than usual.
The three designers have adapted well to their expanded roles with reduced staff levels, with everyone multi-tasking. Billie manages the store’s “front,” Carolyn does the bookwork and services walk-in and phone customers. Hasmig designs the silk arrangements
and some fresh floral pieces. Carolyn designs corsages and boutonnieres; Billie, who studied at Southern California School of Floral
Design and holds an Associate of Science degree, designs arrangements. She also delivers orders, operates the computer, designs
window and front-of-store displays and handles the buying and merchandising and the general maintenance of the store.
Billie has worked at The Flowery for 26 years with her mother, Carolyn. Age 73, Carolyn has owned The Flowery all those 26 years
and worked in the floral industry for many more. Both women speak of their intention to show creativity in the displays and storefront,
as well as in floral design.
“Some shops are so outdated,” Billie says. “Our business is about creativity!”
Creative it is then, with the latest remodel including the addition of weathered wood and old-time displays which, Billie says, you
can either “dress up or dress down.” Well worn wood appears at home in this indoor garden filled with blooming flowers, trellis, rustic
wood chairs and running waterfall.
4
(Above) Billie O’Brien at The Flowery design table
A great deal of thought went into The Flowery’s consultation area,
where customers are more acceptable to ideas if they are completely
comfortable. Here is a small room of its own (not just a space off to the
side) complete with loveseat, wall paintings, a “Welcome” plaque and a
small table.
Other areas of the shop are themed by color and topic, including the
beach and seashell display, a display filled with burgundy and green, another with masses of pinks and reds, and one of blues and greens, always in
large, attention-getting masses of vivid color.
Carolyn’s path to the present
Carolyn purchased the shop in 1984 from Mary Wright, who had
owned it only for about a year. With her husband, William (Bill) Kain, and
two young children (Ron and Billie), the family turned The Flowery into the
success it is today.
Success was not immediate, however, and, of course, it was based on
years of experience in a variety of floral shops in Southern California. But
it began in Carolyn’s hometown of Bainbridge, nestled among the lush
flowers and greenery of Southwest Georgia, where her first job came at
the age of fourteen. As the oldest of five children, she went to work at Pettyjohn Florist in Bainbridge to help with family expenses. Mr. Pettyjohn, the
husband of one of her school teachers, taught her how to clean flowers
and to make simple arrangements using scraps and day-old flowers. She
continued to work at Pettyjohn over college breaks, developing her skills,
learning business operation and further developing her love for the art of
floral design and finding comfort in the flowers themselves.
Her boss’s wife, Mrs. Pettyjohn, was her home economics teacher and
responsible for Carolyn’s getting the flower shop job at 50 cents per hour.
When the shop was busy and needed her help, all Mr. Pettyjohn had to do
was call the Principal and request her. The busy work and school schedule
did not keep Carolyn Kain from being a super achiever, however, as she
served as valedictorian for her graduating class. She then worked all summer to pay for her tuition at Georgia’s Martha Berry College.
Marriage, children and family transitions followed and when the Kains
landed in Southern California, Carolyn at first found it difficult to get work
in a floral shop.
“I had been walking Avalon Boulevard in down Wilmington in high
heels and white gloves, and I got nowhere. I hit all the shops.” At the end of
the day, her feet hurt so badly, she walked home barefooted.
Before long, designing flowers for her cousin’s wedding shower, she
sent Bill to the local flower shop with a list of what she needed. The shop
staff were so impressed with her knowledge and planning ability that they
referred her to a shop with an opening – Flowers by Marvin, in Lomita.
Carolyn worked there six years before moving to San Bernardino, where
she worked for Dave Hilton, Hilton’s Flowers. In the late 1970s, she bought
Sharar’s Flowers in La Habra, then purchased The Flowery, not far away, in
Villa Park.
Antique wood forms a perfect background for this yellow theme
Hasmig adds finishing touch to an arrangement
Flowers – always, always
It’s always been about flowers for Carolyn Kain, and for her daughter
Billie O’Brien. The beauty and freshness of these jewels of nature are uplifting
and the messages they convey from their senders are heartfelt and sincere. It
is no wonder then that The Flowery is a garden experience from the hearts of
two people who believe, as Ralph Waldo Emerson asserted, that flowers “are
a proud assertion that a ray of beauty outvalues all the utilities of the world.”
A fruit wreath in autumn color arrangement at The Flowery
5
People & Places
Mellano Names Bruce Brady Marketing Director
In Memoriam: Jack Williams, Ecke Ranch
After more than a decade in
Jack Williams passed away
the floral industry, Bruce Brady
unexpectedly on October 18,
has joined Mellano & Company
2010 while traveling in Australia
to lead the marketing and
on business for the Ecke Ranch.
business development efforts.
Involved
Bruce enjoyed an interesting
selection and introduction of
career in several non-floral
new products distributed by
industries
entering
Ecke Ranch and its international
the floral business, including
crops divisions, Ecke Europe and
international oil development
PLA, he focused on poinsettias
before
in
the
evaluation,
and shipping, university teaching, mining and then moved
and annual bedding plants, geraniums, kalanchoe and other
from “something more beautiful than gold: flowers.” He
vegetative annual crops. He was a frequent guest on radio and
worked with two of the largest California flower growers, Sun
television garden shows and wrote for the consumer press as
Valley and Farmers West.
well as the industry. He was a charismatic, friendly guy who
blazed an amazing trail, according to one co-worker.
Asked what he most likes about the flower business, Bruce
responds, “the people, the always busy, changing daily issues
make the company and the industry better.” He says working
Gerry Gregg AIFD CFD Wins
“Top Ten” Competition
in the flower industry is something like “Hotel California” – you
Gerry Gregg AIFD CFD, of The Flower Mkt: Chico, took
can never leave. He realizes that “what we do with flowers is
the 2010 Top Ten floral design competition award at the
more than a job because it impacts a lot of people directly or
annual conference of the California State Floral Association.
indirectly. Even though it can be crazy at times, it’s fun and
Gregg will represent CSFA in the Society of American Florists’
dynamic and I love it.”
Sylvia Cup competition in 2011. Other winners were: Junko
around growing and distribution and the opportunity to
Yamamoto of Compani Flowers in Costa Mesa (Second
Place); Anna Starkey AzMF, Mayesh Wholesale Florist in
2011
Tempe, AZ (Third Place); Svenja Brotz AIFD CCF CFD, of
Chestnut & Vine Floral Design in Berkeley (People’s Choice).
CLASS SCHEDULE
Instruction Hours:
The Top Ten competition was sponsored by Teleflora. The
Monday-Friday, 9 a.m. - 5 p.m.
commentator, sponsored by The Master Florists Association,
Floral Designer
was Lee Burcher AIFD CCF CFD PFCI, of Bixby Knolls Florist. The
Jan 3-14, Feb. 28-March 11
April 11-22, June 6-17, July 11-22
Sept 12-23, Oct 31-Nov 11
Top Ten finalists were: Svenja Brotz AIFD CCF CFD, Chestnut
& Vine Floral Design, Berkeley; Amanda Rounds of Shell
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
Jan 17-19, March 14-16
June 20-22, July 25-27
Sept 26-28, Nov 14-16
Beach Floral Design in Grover Beach; Emil Yanos of Rosebowl
Advanced Wedding Designer
Oceanside; Miguel Solis of Bixby Knolls Florist in Long Beach;
Florist in San Francisco; Masako Lesure of Compani Flowers in
Jan 24-25, April 4-5, June 27-28, Oct 3-4
Kiku Goto-Berry, Unique Floral Shop in Montebello; and Suzie
Special Events/Décor Designer
Bowen AIFD CCF CFD of Mission Hills Florist in San Diego.
Jan 26-28, April 6-8, June 29-July 1, Oct 5-7
Design For Excellence
May 16-17
NORCAL Elects Officers
Permanent Botanicals
May 25-26, Sept 29-30
The California Association of Flower Growers & Shippers
One Day Workshops
(NORCAL) welcomes its 2010-2011 board of directors: Mike
Hand Tied – March 21, Oct 17
Novelty – March 22, Oct 18
Holiday – December 10
Franzoia, President (California Flower Shippers); Pat Mullen,
First Vice President (Mayesh Wholesale Florist, Inc.); Joe Ortiz,
Second Vice President (Joseph & Sons, Inc.); and Directors:
Southern California School of Floral Design
Steve Dionne (United Floral Exchange); Mike Crosby
843 S. State College Boulevard, Anaheim, CA 92806
(The Sun Valley Group); Kim Kudo (Kim’s Flower Network);
714 776-7445 or 800 981-7445 • www.philrulloda.com
Erik Va Wingerden (Myriad Flowers International, Inc.);
T H E B LO O M I N ’ N E W S 6
JAN – FEB 2011
People & Places
Robert Kitayama (Kitayama Bros.); Dee Dee Meininger
PMA Announces Floral Marketer of the Year
(Obie’s Floral); Jason Levin (Dos Gringos, A Flower Company);
The Floral Marketer of the Year honor went to Bill Byland,
Carmen Garcia (Coastal Nursery, LLC/Monterey Bay Heather);
business manager of Micky’s Minis Floral Express, a division
Joe Goldberg (Skyline Flower Growers & Shippers); Jose
of N.G. Heimos Greenhouse, at the Produce Marketing
Arellano (O&J Growers).
Association’s October conference in Orlando. Micky’s Minis
sells a novelty gift item – small scale plants in two-inch pots
CCFC Announces Commissioner Election Results
with colorful seasonal and holiday accessories. PMA has also
The California Cut Flower Commission recently concluded its
announced its 2011 board: Chairman John Anderson (The
annual Board of Commissioner elections. The following producers
Oppenheimer Group, Coquitlam, BC); and, among others,
were elected by their peers to serve a term of three years:
these Californians: Tonya Antle (Earthbound Farm, Salinas);
Karen Caplan (Frieda’s Inc., Los Alamitos); J. Scott Car
District 2 – Commissioner: Chad Nelson (Eufloria Flowers,
(YottaMark, Redwood City); Lorri Koster (Mann Packing Co.,
Nipomo); Alternate – Jennifer Everett (California Floral
Salinas); Jim Leimkuhler (Progressive Produce Corp., Los
Greens, Watsonville);
Angeles); Lisa McNeece (Grimmway Farms, Bakersfield); Dick
District 3 – Commissioner: June Van Wingerden (Ocean
Spezzano (Spezzano Consulting Service, Monrovia).
Breeze International, Carpinteria); Alternate – Karen Graf
(Hilltop Flowers, Carpinteria); Commissioner – David Van
Jim Wanko Leaves WF&FSA
Wingerden (Westland Floral, Carpinteria; Alternate: Vacant;
After nearly twelve years as executive vice president of the
District 4 – Commissioner: Michael A. Mellano (Mellano &
Wholesale Florist & Florist Supplier Association, Jim Wanko
Company, Oceanside); Alternate: Vacant.
retired on December 31, 2010. Wanko’s 30 years in the floral
industry included leadership roles with SAF, publically held
Eight producers and one public member comprise the Board
and private companies and Promoflor, a nationwide flower
of Commissioners for the California Cut Flower Commission.
marketing campaign. Trish Lilly of Thomson Management
They represent the above four specific growing regions in the
Associates is WF&FSA’s new management executive.
state. About one-third of the CCFC’s Board of Commissioner
Business Design Since 1989
positions are open for nomination and election each year.
ASCFG Recognizes Gay Smith
The Right Design for Your
Website, Newsletter, Book
or Company Manual
Some of the ASCFG conference attendees
Gay Smith, Technical Consulting Manager for Chrysal
USA, was presented the Allan M. Armitage Leadership Award
by the Association of Specialty Cut Flower Growers at its
2010 National Conference in Tulsa, OK in November. Gay,
Wordpix Solutions
an expert on cut flower postharvest handling, has worked in
wholesale, import and bouquet making and has been with
Contact Peggi Ridgway
Chrysal for ten years. ASCFG also recognized Laurie Hodges,
800 200-1101 / [email protected]
University of Nebraska, with its Outstanding Service Award,
Producer of The Bloomin’ News
and honored long-time member Ruth Moore for her service.
T H E B LO O M I N ’ N E W S 7
JAN – FEB 2011
2011
Trending in
By Peggi Ridgway
Whether designing a home interior or a floral arrangement, consumers are looking for practicality, economy
while expecting something new, refreshing and beautiful, say today’s fashion and color experts. Although it’s difficult to satisfy all expectations, some of which seem contradictory, color experts have given it a good try: From
DuPont to Pantone and Global Color Research, fashion, flower and textile designers have shared their take on
colors to excite and please the marketplace.
American floral designers can take their cues from the The American Floral Trends Forecast*, which creates five
groups of complementary colors for flowers and fabrics:
“Eye Candy,” courtesy California Cut Flower Commission
TechnoGLAM – A palette of sexy, intense, sophisticated and powerful colors best presented in contrasting
full-volume pairs or trios against neutral white or gray
backdrops.
A dining table design from the Virginia Robinson
Gardens 2009 Garden Tour, Beverly Hills
ECOnomics – Green plants, especially those with verdant leaves, enjoy a renewed popularity. Tabletop gardens
in structural containers (think cubes and glass) reflect sleek
lines and textures of urban architecture. Accents of amethyst,
azure and deep purple compete for attention.
Members of the Association of German Fashion and Textile Designers developed their own set of color categories from
forecasts by seventeen trend offices for fashion, textile, interior and consumer goods. The most important observation:
a growing awareness of social responsibility. These are their choices for the new year:
8
Expectation - An optimistic view of the world’s situation, dominated by visions of a green oasis;
Remembrance of happy times – employing a modern baroque style in washed out colors;
Cheerfulness - with bright colors of flowers;
Pride – metallic colors, night blue, copper red and silver white;
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 Grand Prize Winner Kyle Roberson gives us a clue. Designer Roberson was matched up with the Best in Show
winner of the Outstanding Varieties Competition, “Jiuhbao Sweetie,’ exhibited by Transflora/DVFGBest. The popular
phalaenopsis orchid got his attention. Roberson said his shop had used it a lot for weddings in 2010 and that this orchid is “a really big look this year.” In other industry discussions, the fluffy green Dianthus (think Carnation) is a leader.
A hot potted plant for 2011? It’s the succulent, according to the Society of American Florists’ weekly e-brief.
The plant’s waxy texture and rosette forms add interest, especially in wreaths and wedding bouquets, and their
water-retaining attributes make them low maintenance.
* The American Floral Trends Forecast was sponsored by Accent Décor Inc., Design Master Color Tool, Florists Review Enterprises, Oasis Floral
Products and Hawaii Tropical Flower Council/Hawaii Florists & Shippers Association.
Arranged for the “Rooms in Bloom” event at a private Bixby (Long Beach,
CA) residence in July 2008; event sponsored by California State Floral
Association and California Association of Flower Growers & Shippers.
Assortment of flowers and fillers at the Los Angeles Flower Market.
CURIOsities – A mix of eclectic natural finds, shabby
PatchWORLD – Multiethnic and multicultural expres-
chic and country décor generate a feeling of newness with
vintage objects accented with a range of colors. Turquoise,
2010’s favored color, along with peach, periwinkle, a muted
gold and subtle browns create interest.
sions are blended to create a very American demographic
with these intense colors reminiscent of the patchwork quilt.
Earthy undertones help these vibrant and polychromatic colors to resemble organic hues of vegetable dyes.
NEWneutrals
– Safe, soothing neutrals have a totally new look now, thanks to a tinge of green or blue which
enables them to change with the light. Rather than the old
somewhat cold feeling that neutrals once elicited, these offer
warmth. Most will complement the TechnoGLAM, ECOnomics, CURIOsities and PatchWORLD groups, especially the
bolder, more vibrant colors, nicely.
Other predicted trends for 2011:
Anthurium arrangement against neutral kitchen backdrop.
• Colored glass, as in vases of cobalt blue, kiwi green, violet
• Seasonal home décor items become more popular for gift giving
• Consumers want more goods that demonstrate social responsibility
• Colors for the summer of 2011 will express emotion
9
Potpourri
90 Years to be Celebrated at Flower Market
them an opportunity to talk about the issues of special interest
A breakfast buffet will be held early on the morning of Friday,
to them.
January 21, 2011, for the tenants and customers of the Los Angeles
“SAF will need to knock on a lot of doors in the coming
Flower Market (American Florists’ Exchange, Ltd.), in celebration
weeks,” Ramsay says, “and we’ll need a big crowd at Con-
of the Ninetieth Anniversary of the Market’s establishment. The
gressional Action Days (in) March to help us out.”
board of directors will be present for the occasion.
Flowers for Kids Sample Free to Members
Consumers Choose Quality over Price
The Flowers for Kids program that helps florists talk about
In November, the Floral Marketing Research Fund released
flowers to children in schools, Scouts and other organizations,
its study on Consumer Preference for Flowers as Gifts. When
is making its lesson plan and script available to Society of
compared with other attributes when purchasing flowers,
American Florists’ members at no cost. FFK has trained 2,200
consumers ranked quality the highest consideration in the
florists in the U.S., Japan, Mexico, Canada and Europe. Founder
buying process, followed by color, price, design and other
Ramiro Penaherrera says that with a little training, florists can
factors. The “Consumer Preference for Flowers as Gifts: Age
give a 24-minute class about flowers, flower care and bouquet
Segments, Substitutes, and Perceived Risks” is the result of a
making. Each child makes a bouquet to take home and an
two-year project funded by FMRF. Reports can be downloaded
invitation to visit the store with an adult, for free flowers. For
at www.Floralmarketingresearchfund.org.
details, SAF members should email: [email protected].
SAF Meeting New Legislators
Florist Develops Mobile App
The Society of American Florists’ senior director of
Art Conforti, of Beneva Flowers in Sarasota, Florida, who is
government relations Jeanne Ramsay is attending a slew of
known for his innovative ideas for floral services and products,
“meet and greet” events in Washington, D.C. The gatherings
wants to “stop florists from playing catch-up.” He’s introduced
are intended to introduce most of the 94 newly elected
the “floralApp,” a buying application for florist, for use on
legislators to the one hundred twelfth Congress and to give
mobile phones. Conforti notes the explosion of applications
(25,000 for iPhone alone) and increasing use of smartphones
Sell Your Shop Faster and for the Highest Price Possible!
make it necessary for florists to secure the valued mobile
phone real estate. Learn more by calling (888) 923-7401.
CCFC Redesigns Website,
Introduces New Features
Built to evolve and reflect trends, activities and availability
Available for Sale!
of California’s flower farms, the newly designed CCFC.ORG is a
“work in progress,” says California Cut Flower Commission Chief
High volume shop in Orange
County, corner location, nets
over $180k.
Executive Officer Kasey Cronquisit, IOM. In 2009, the popular
website provided more than 41,000 referrals to California farms
from its online farm directory and gets hundreds of thousands
of page visits annually. The Commission’s year of analysis led to
these new features at CCFC.org include: Seasonal Availability
Great 50+ Year Flower Shop
next to an L.A. Cemetery, Longterm lease available, Offered at
$149,000. Owner will carry!
Chart, Improved Social Networking/Sharing, Social Media
Sharing Features, Extensive California Flower Library, Increased
Video Capabilities, Enhanced Profiles for California Farms.
I only sell Businesses!
Sean Edelstein 949-551-2060
FTD Partnership Turning
Funeral Homes into Flower Sellers
www.4saleflowershops.com
Orange, Riverside, San Bernardino & Los Angeles Counties
be able to sell flowers directly from their branded websites,
An Independently Owned
and Operated Member of The
Prudential Real Estate Affiliates, Inc.
T H E B LO O M I N ’ N E W S Funeral homes in the U.S., Canada and the Caribbean will
due to a new partnership between FTD and Batesville Casket
Company. Funeral homes using Batesville’s Weblink site
10
JAN – FEB 2011
Potpourri
receive a co-branded floral website, designed and hosted by
flowers for their moms; 11 percent order the VDay flowers for
FTD. Consumers can access this site from a link on the funeral
their children, 7 percent for their grandparents and, surprisingly,
home’s website. Orders originating at the site will transmit to
19 percent buy the flowers on this romantic occasion for
FTD.com and then to an FTD florist.
themselves. And what about our pets? The National Retail
Federation says 3 percent of us buy flowers for our pets.
Q: When is a Valentine’s Day Bouquet of
Roses Not a Traditional Bouquet?
SAF Action Items
Informative and entertaining speakers at the Society of
A: When the roses are
American Florists’ September 2010 conference in Orlando,
in a variety of colors
gave their audiences a lot to think about … and do. Here’s an
and/or are mixed with
action item for retail florists:
other flowers. In 2010,
Don’t be afraid to run (and play) with the big boys. Oralia
red roses fell from favor,
and David Espinoza of Spring Garden Flower Shop in San
as bouquets of mixed
Antonio, who won Floral Management’s Seventeenth Annual
flowers and roses in
Marketer of the Year award, did just that. Oralia’s idea to sell
other
gained
coveted Fiesta “pins” during her city’s biggest nonprofit party
popularity. The percentage of consumers purchasing red roses
tripled her shop’s event and corporate business. As Oralia says,
for Valentine’s Day dropped five percentage points from 2009.
“If you have an idea and truly believe in it, run with it.”
colors
But the rollback was offset by an additional eight percent of
consumers who purchased mixed flowers and non-red roses
Remember to Watch . . . The documentaries that J.
compared with the year before.
Schwanke produced with California flower growers and the
California Cut Flower Commission. Visit www.Ubloom.com for
SAF One-Minute Audio Boosts Holiday Sales
A 60-second audio for radio stations, from the Society of
the “California Grown Experience.”
Continued on next page
American Florists, gave a heaping helping of advice for partygoers and florists over the recent holidays. In the release, SAF
SENDING F LOWERS TO A MERICA
Flower Factor spokeswoman Jeanne Benedict injected her
own advice about using a local florist.
Over 100 Years of History of the
Southern California Flower Industry
Gloeckner Grant Proposal Deadline Nears
April 1, 2011 is the deadline to submit a grant proposal to
project in floriculture or a related field at educational and
research institutions. For more information, call 914 698-2300
or see www.Gloecknerfoundation.org.
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
Florist Population Takes a Dive … Again
56
$
the Fred C. Gloeckner Foundation for a research/educational
The U.S. Census Bureau’s recently released County Business
Patterns shows the year 2008 as the twelfth straight year of
declining numbers of retail florists and floral shop employees.
00
Each
(includes shipping)
The
Perfect
Gift Year
‘Round!
The 2008 population of 18,509 reflects a 6.3 percent drop from
2007. The last year in which the count increased was 1996,
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
when it stood at 26,728.
Also available at: www.FlowerMarketHistory.com and
main entrance of the Original Los Angeles Flower Market.
Eye-Opening Valentine’s Day Stats
According to the Society of American Florists, many
Credit card payment acceptable with billing name,
address, card number and expiration date.
consumers (42 percent) who purchase flowers for Valentine’s
Day are women, including: 45 percent who purchase Valentine
T H E B LO O M I N ’ N E W S 11
JAN – FEB 2011
Potpourri
Floral Design Classes are in
Full Swing, Starting in January.
The Carnation Reinvents Itself
Floral design classes are in full swing, starting in January. Ray
Tucker is gearing up to teach the Spring 2011 Floral Design
classes (non-credit, Continuing Education) at Mt. San Antonio
College. Classes start February 28 in the new Agricultural
building where students will learn in a beautiful new floral lab.
Ray says he’ll also instruct four Sunday classes this month at
Descanso Gardens. Classes are also beginning in January at
several area colleges. Jenny Barker of Magical Blooms (and
the LOGO-TV show, The Arrangement) will teach classes in her
Redondo Beach studio; Casey
Coleman Schwartz of Flower
Duet demonstrates on the
This table arrangement at the Association of Specialty Cut Flower Growers 2010
conference banquet uses Oriental Lily, the Green Dragon Dianthus and Baby’s
Saturday morning PBS show,
Rene van Rems AIFD
“Creative Living;” and Rene van
Breath (Gypsophilia).
Rems AIFD will present a seven-
The lowly carnation is transformed in the exquisite ball-shaped
day hands-on exclusive master
green blooms, seen increasingly these days in contemporary
symposium, “How to Create
floral arrangements and called, not Carnation, but Dianthus. Truly
Designer
Bridal
a fresh look, the flower’s softness and shape combine with its
Bouquets,” January 8-15 in San
High-Style
ability to fill open areas nicely and give it an “In” feeling of being
Diego (check our CALENDAR
“green.” Whether you know it as the Barbatus Green Ball Dianthus,
for more details about this workshop). Designers are busy and
the Green Dragon Dianthus or the Dianthus Green Trick (available
opportunities for learning and growth abound.
at Los Angeles Flower Market), it’s furry, fun and elegant.
Shape the Future of Your Industry Through AFE
Your contributions support:
Funding Industry Solutions
Through Research and Education
Q
Scientific and Public Benefits Research — creating healthier, more
attractive, longer-lasting flowers and plants that boost profits for everyone!
Q
Scholarships and Internships — giving tomorrow’s industry leaders
the experience they need today, and supporting the next generation of
successful growers, wholesalers, retailers, scientists and educators.
Q
Educational Grants — funding educational programs advancing the
industry.
Support the future of the industry you love with a tax-deductible contribution today.
American Floral Endowment 1601 Duke Street, Alexandria, VA 22314
www.endowment.org • (703) 838-5211 • [email protected]
T H E B LO O M I N ’ N E W S 12
JAN – FEB 2011
Romance Your Bottom
Line This Valentine’s Day
Our Valentine’s Day and Every Occasion
Flowers Win Everyone’s Heart.
 
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.
“Growing for you since 1925”
Call or stop by any of our showrooms soon
Las Vegas
Los Angeles Flower Market
Carlsbad
6285 S.Valley View, Suite B
Las Vegas, NV 89118
Phone: 702-893-1357
Fax: 702-792-9911
766 Wall Street
Los Angeles, CA 90014
Toll Free 888-MELLANO
Phone: 213-622-0796
Fax: 213-622-4942
5600 Avenida Encinas #20
Carlsbad, CA 92008
Phone: 760-929-9677
Fax: 760-929-2871
www.Mellano.com
Bright
Ideas
12 Great Ways
to Increase Profits
What better way to start off the New Year
than to strategize some Bright Ideas
and Money-making Moves?
Consider these for starters:
• Create specials and events that attract women and their friends. A woman
alone may stay in the shop for five minutes; a woman with a female companion stays nearly nine minutes!
• Lower your pricing and reduce the cost of the arrangements, to more appropriately fit your clientele,
most of whom do not expect custom, individually created arrangements.
• When you create a funeral piece, include two cards. The funeral home can give one to the family and
leave one on the arrangement.
• To generate in-store traffic, install a California Lottery machine in your store.
• To generate in-store traffic, open a high-traffic shop of a different kind, such as an ice cream store,
inside or connected to your floral shop.
• Partner with other businesses by offering discount coupons. Salons, spas, hotels and restaurants are
a good place to start.
• Start a Send-a-Friend program. For repeat customers who purchase a set number of arrangements
or reach a set dollar amount in orders, offer the ability to send a free arrangement to a friend.
• Display your design portfolio with a sleek, professional looking, published book. Such services are
easily attained at online photo sites such as mypublisher, Shutterfly, KodakGallery.
• Create more traffic to your website by holding an online contest. Give a prize for the best special
occasion photo. Ideas: A prom photo showing your corsage, the best wedding photo showing
your bouquet.
• Give coupons for discounts. Coupons are “in” and consumers, especially Gen Xers, love them. Make
them available at your store and your website.
• Regenerate old business. Every week, personally visit and deliver small arrangements to customers
you haven’t heard from in a while.
• Save some money. Stop running those ads that don’t deliver.
Our thanks to FloristsReview, Super Floral Retailing, Floral Management, Green Profit and the SAF weekly e-Brief.
Flower Arranging for National
Television – in Another State
onstrating on the show the next day, as well as prep as much of the
materials as possible ahead of time. I practiced my teaching of each
technique to the empty room or to my Dad if he happened to pop
By Casey Coleman Schwartz
in and check on me. I was happy with the techniques Kit and I had
decided upon and felt ready for the following morning on set.
At the Studio. We visited that afternoon with the host Sheryl
Editor’s note: Last year, Torrance-based Flower Duet was contacted by Sheryl
Borden about taping five segments for her national (PBS) “Creative Living”
Borden and toured the set and found where we would be setting up.
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
Flower 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
ning and preparation on their hands. Here’s their story.
literally pop over to Texas and tour the surrounding area.
We arrived on set on the day of filming to find we were the second
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
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
our Dad, who is always up for a road trip
private lesson. That was easy, as I have been
from Virginia, to meet me in Albuquerque;
giving a lot of those lately.
and then we would drive around New Mex-
ico for a flower arranging adventure. After-
only one take on each segment, which was a
wards, we’d visit relatives in other parts of
relief since I had expected to hear “CUT! Do
the state!
it again, please!” We got through each design
Flower Duet has all its favorite suppliers
very quickly. This really was fun, as we moved
and vendors in Los Angeles, but this was
into a nice rhythm and now I know I can make
new territory, so I had a bit of research to
do. I knew I could pack some things, but I
We blasted through the segments with
a nice arrangement in about 9 minutes!
Casey, left, with show host Sheryl Borden
We filmed the selected segments on Sep-
tember 30 and they will be played throughout
would need to find fresh flowers, and supplies 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
incorporate those into an arrangement.
9-minute segments for the viewer to be able to comprehend and recre-
To my delight, I found a wonderful wholesaler in Albuquerque
ate. We chose flowers that were available year ‘round, and techniques
who was able to fill my order perfectly and in water-filled buckets I
that did not need a lot of supplies. The techniques I taught included:
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
and How to Combine Succulents and Fresh Flowers.
hours across the state in 90-degree heat.
Prepping. After meeting Dad in Albuquerque airport, we were
We have been invited back for next season, and I am glad to know
off to DWF Wholesale Mart. The flower quality was top notch, the or-
I have a great set of suppliers and a nice place to stay. I was happy to
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 ac-
ment my order for that last minute buy … just in case!
commodating us so nicely.
Then we were off to Rehm’s Nursery & Garden Center, who had as-
Visiting Family. In addition to this wonderful experience, the
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
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
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
purchases. We were finished with Albuquerque and on to Portales.
departure! It was great timing and fun.
We stayed at the Holiday Inn in Portales and the staff was kind
In the Los Angeles area, you’ll find “Creative Living” with Sheryl Borden on
ed to create one of each of the five arrangements I would be dem-
KVCR (PBS) at 11:30 Saturday mornings.
FO R
Y O U
BOOKS
enough to let us use the conference room for all my prepping. I need-
Cut Flowers of the World:
A Complete Reference for Growers and Florists
This compact guide by Johannes Maree and BenErik Van Wyk is a pleasure to use as a reference. The
visual layout, with all photos displayed across the
tops of the pages, makes it super easy to locate any
flower by visual identification. Flowers are arranged
alphabetically by scientific name and photos show
different varieties. Maree and Van Wyk went to great
lengths to include discussions (all in the front of the
T H E B LO O M I N ’ N E W S book) about the modern cut flower industry, history
of flowers, cultivars and breeding, marketing and
more. For growers and florists, the text includes topics such as vase life, post-harvest handling and flower
characteristics. A great read and a helpful, readerfriendly reference. Available for $39.95 from Timber
Press, 133 SW Second Ave., #450, Portland, OR 972043527 or www.Timberpress.com.
15
JAN – FEB 2011
What’s Happening
January
1
New Year’s Day
8–11
San Francisco International Gift Fair at Moscone Center and 888 Brannan, with approximately 600 temporary
exhibitors, 150 permanent showrooms and The Launching Pad product preview area. Call 415 861-7733 or see
www.888brannan.com
8–15
anniversary of the American Florists’ Exchange Ltd (Los
Angeles Flower Market).
24–28 Gift + Home at Las Vegas Market, World Market Center
with 1,200 exhibitors. Call 888 416-9600 or see www.Lasvegasmarket.com.
25–28 The Special Event, Phoenix, AZ. Call 866 486-0731 or visit
www.Thespecialeventshow.com.
Seven-day Hands-on Exclusive Master Symposium with
Rene van Rems AIFD, “How to Create Designer High-style
Bridal Bouquets … and More,” $895. Discover 25 styles and
techniques, study high-end floral studio photography for
portfolio refinement, learn to work as a professional ‘on
camera’, and be included in the TV pilot and design team
for the book, Rene’s Bouquets for Brides. Call 888 824-7363
or email [email protected].
February
National Chocolate Month
8, 15
Descanso Gardens classes for gardeners include a Rose
and 22 Pruning Demonstration, 11:00 and Growing Great Roses at
2:00, on January 8 with Descanso Rose Horticulturist
Amanda Everett. On January 15 at 10:00, Descanso Display
Horticulturist Mike Brown shows how to plan your Spring
Bulb Garden.
17
Martin Luther King Jr. Day
18
Registration opens for Spring 2011 floral design classes at
Mt. San Antonio College and other area colleges. Ray Tucker
will be the MTSAC instructor.
18–24
21
2
Groundhog Day
5
Camellia Walk and Talk with Descanso camellia horticulturist Wayne Walker, 1 p.m. , Descanso Gardens, 1418
Descanso Drive, La Canada Flintridge. Call 818 949-4200 or
see www.Descansogardens.org.
6
Super Bowl Sunday
14
Valentine’s Day
21
Presidents Day/Washington’s Birthday
24–26 2011 Society of American Florists’ Pest and Production
Management Conference, San Diego.
California Gift Show, Los Angeles at L.A. Mart and Los
Angeles Convention Center, featuring 200 permanent
showrooms, more than 850 temporary exhibitors, Beckman’s
West handcrafted Show and Kentia-The Global Marketplace.
Call 800 526-2784 or see www.Californiagiftshow.com.
Plan Now to Be Involved:
Save the Dates
March 14-15, SAF Congressional Action Days,
Washington, DC
A Breakfast Buffet for tenants and customers at the Original Los Angeles Flower Market celebrates the 90th
July 20-23, California Floral Convention, Carlsbad, CA
Advertise in
The Bloomin’ News
Reach 5,000 florists and others in the So Cal floral industry!
Published January, March, May, July, September & November
More Details: www.bloominnews.com
Contact: 800 200-1101 • Fax: 918 743-1105 • [email protected]
T H E B LO O M I N ’ N E W S 16
Size
Single/Annual Rates
1/4 page
$
175, $150 each
1/2 page
1 page
Cover
$
400, $350 each
600, $525 each
$
800, $725 each
$
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.
JAN – FEB 2011
L.A. Flower District Association /Badge Program
2011 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 2011) or $50 for a 2 year membership (Years 2011
& 2012). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00 each.
2011 membership badges will expire on January 1, 2012 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
Tuesday, Thursday and Saturday
2:00 a.m. to 8:00 a.m.
5:00 a.m. to 6:00 a.m.
Non Trade/Public Hours are:
Monday, Wednesday and Friday
Tuesday and Thursday
Saturday
8:00 a.m. to 12:00 noon ($2 admission)
6:00 a.m. to 11:00 a.m. ($2 admission)
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
2011 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
2011 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2011)
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):
($3.00 extra)
Badge 1. __________________________________ Badge 4. ________________________________________________
($3.00 extra)
Badge 2. __________________________________ Badge 5. ________________________________________________
($3.00 extra)
extra)
Badge 3. __________________________________
Badge 6._ ($3.00
_______________________________________________
_Please check o membership period:
o $30.00 - 1 Year Membership (Year 2011 only)
o $50.00 - 2 Year Membership (Year 2011 and 2012)
_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
PRESORTED STANDARD
U.S. POSTAGE
PAID
754 Wall Street, Los Angeles, CA 90014
LOS ANGELES CA
PERMIT #3644