Vintage Romantic Chic - Texas State Florists` Association

Transcription

Luxe
Rustic
Timeless
The Bloomin’ Texan
August 2015
Vintage
Romantic
Chic
The Bloomin’ Texan | August 2015 | 1
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The Bloomin’ Texan
A U G U S T 2 0 1 5 | V O L U M E X X X XI | N U M B E R 8
From the
President
BRIDAL GALLERY IN FULL 4BLOOM
Texas Floral EXPO 2015 —
SPECTACULAR!!!
10
LUBBOCK TSFA’s VISION has exceeded ALL expectations!
Thank you, SINCERELY, to our generous Texas Floral
Education Underwriters, Product Gallery Vendors,
Product Partners, Product Contributors and our EXPO
Chairs and Volunteers who helped make it all happen
and brought it to life. I hope that all attendees were as
inspired as I was.
A Special and Personal Thank You to: Lynn Lary McLean, Gayle Johnson, and
Dianna Nordman.
I would like to extend my heartfelt appreciation to you, as this event would not have
been possible without your guidance, perseverance and hard work!
The outstanding Board of Directors, that I had the pleasure and honor of working
with this past term, were FEARLESS; never yielding to a challenge. Through
pouring out your time and talent, you have helped to create an ENDLESS road with
LIMITLESS possibilities.
It’s a New Year with a New Team, all with OneVision and One Dream…
And our Journey has just begun.
SHOWCASE
12
TSFA
RECOGNIZES
TEXAS FLORAL EDUCATION
12
UNDERWRITERS
14
TEXAS STATE FLORISTS’
ASSOCIATION SCHOOL OF
FLORAL DESIGN
The past year has fueled and revved us up for the road ahead. There is only
ONE WAY to greatness and The Texas State Florists’ Association CONTINUES
to PAVE THE WAY!! I want to congratulate the NEW TSFA Board Members and
WELCOME OUR NEW MEMBERS. We are all very proud to have you join us on
a “Journey” that you’ll never forget. BUCKLE UP…It’s going to be a wild ride!
A final thought…
Coming together is a beginning, keeping together is progress,
working together is a SUCCESS!
— Henry Ford
A S S O C I A T I O N
S C H O O L O F F L O R A L D E S I G N
THE OFFICIAL PUBLICATION OF THE TEXAS STATE FLORISTS’ ASSOCIATION
P.O. Box 170760 | Austin, Texas 78717 | 512.834-0361 | FAX 512.834-2150 | 800.375-0361 | www.tsfa.org | E-mail: [email protected]
TSFA BOARD
President Susan Weatherford
Immediate Past President Pam Fuller AAF TMFA
First Vice President Norman Northen TMFA
Second Vice President Debbie Wright AAF TMFA
Retail Directors
Elaine Carrell TMFA | Bruce McShan | Nicola Parker TMFA
Wholesale Director Luke Harwell TMF
Grower Director Jimmy Klepac
STAFF
Executive Director | Bloomin’ Texan Editor | Dianna Nordman AAF
Administrative Assistant | Tanner Kudela | Production | Barb Donovan
Cover credit: Special thanks to our design firms and photographers: Events in Bloom | D. Jones
Photography | Darryl & Co. | Bridal Blooms | Crystal Williams Photographer | The Blooming
Idea | Photography by Nikki | Lary’s Florist and Designs | Magek Photography | The Senter Piece.
Thank you to YourWedding Experience for this creative development.
2015-2016 TSFA BLOOMIN’ TEXAN EDITORIAL ADVISORY BOARD
Annie Fentz-Smith | Dov E. Kupfer AIFD CFD | Robin Martinez AAF TMFA
Lynn Lary McLean AAF AIFD PFCI TMF | Elaine Nevarez | Sandy Ramirez TMFA
Bridget Weatherford
The Bloomin’Texan USPS 304-350.is published monthly, except for July. $8 of the annual membership dues is applied toward a subscription to The Bloomin’Texan. Located at 9004-C Anderson Mill Rd., Austin,TX 78729. Periodicals Postage Paid at Austin,Texas and at additional mailing offices.
Opinions expressed in this publication do not necessarily reflect official policy of the Texas State Florists’ Association. POSTMASTER: Send address changes to The Bloomin’Texan, P.O. Box 170760, Austin,TX 78717.
TSFA Members Featured in
exotic fruit, and unique blooms elevate
today’s style to the classics.
Lush floral statements hosting flowers from
around the world, different mediums and
an array of foliages such as southern
smilax, magnolia, elaeagnus, and cherry
laurel, contribute to the movement
and depth that design has returned
to. The organic root of floral design has
reappeared.
The Texas State Florists’ Association’s
design professionals and wedding
specialists are featuring the “on trend”
wedding design styles that highlight the
floral signatures Chic, Luxe, Romantic,
Rustic, Timeless, and Vintage at the Bridal
Gallery in Full Bloom….from signature to
style at “Your Wedding Experience” in
Houston.
Scale is of the most importance and
there are many ways that a professional
floral designer accomplishes scale.
Ceremony placements need to be
massive and fill the space. Creating levels
that carry the eye throughout the space
is a seasoned way to accomplish this
element of design.
The members of TSFA shared with
David Tutera’s Blog readers the best in
ceremony design. Looking at the variety
of styles and ideas that can make the
bride’s moment unique.
Over the last year, Texas wedding
designers have seen a dramatic increase
in attention to detail for ceremonies
as well as a larger allocated budget.
Previously, clients were looking to simplify
the ceremony, now they are trending
towards more dramatic decor, with
an emphasis on adding personalized
touches to additional spaces. Heavy
embellished placements such as flower
walls and full garlands strategically
placed to extend to the floor are among
the many ways that today’s Bride are
adorning where they say “I do”.
There is a resurgence of classic design.
The glory days of arrangements having
collections, groupings, personality, flow
and movement are here again. This
along with an array of different mediums
such as indigenous flora and fauna,
The importance of aisle decor has
returned. Whether it be the simplicity
of candles, floral embellishments or the
statement of arched florals down the
aisle that leads the eye to the focal
point and center of the ceremony. The
adorned aisle makes a statement like no
other to surround the Bride as she enters
the ceremony.
(Design Credit: Darryl & Co.)
(Design Credit: Events In Bloom.
Photo Credit: J. Cogliandro Photography)
The biggest change in aisle adornments
is that there has been more focus on
design so that the couple may repurpose the florals as small centerpieces
for the reception. Even hanging orbs
are sometimes moved from the aisle
and placed atop vases or added to
branches to further embellish a reception
centerpiece.
Just imagine this exquisite design
complete and extending from blossom
filled glass to showcase orbs of roses
further enhanced with additional
placements perfectly placed throughout
the event.
Photo Credit: Chris Bailey Photography)
It is important to speak about wedding
budgets. Wedding budgets range
on both ends of the extreme and
everywhere in between. What is
important is that this is a once in a
lifetime event that the couple deserves
to celebrate and share with those they
love in the best possible way that they
can. Highly gifted Coby Neal, AIFD of The
Flower Studio, in Austin, Texas shares the
importance of the celebration and what
he tells those seeking his expertise and
guidance. “I want you & your significant
other to look back at your photos when
you’re older and LOVE everything about
them. If you have a budget that doesn’t
match your floral vision just be honest
with your florist. We are here to help you
celebrate! Let’s find a way to meet in
the middle and make sure everyone
looks back at the wedding day with the
fondest of memories!”
Outdoor settings and places in the
country are among a few of these new
found places.
(Design Credit: The Flower Studio.
Photo Credit: Studio Uma Photography)
The interest that we find today with
Bride’s thinking outside the box is evident
in the story shared where tradition was
expanded in an incredibly creative way
to create a setting that was truly guest
friendly.
Houston legend Rob Smith, Events in
Bloom offered a truly unique concept in a
ceremony setting. “This past year we did
a wedding at a country club where the
ceremony seating was extremely diverse.
There were bar highs, seated cocktail
tables, and lounge furniture, along with
the more traditional seating. The moment
the ceremony ended, sharply dressed
waiters waiting in the wings swept in
to immediately provide guests with
champagne to start the cocktail hour. It
was important to the bride and groom
that their guests enjoyed themselves from
the moment they walked in and I believe
they thoroughly succeeded.” Seeking a
true floral artist and wedding stylist to take
a concept and exceed expectations is
what the floral professionals of Texas State
Florists’ Association provide to each and
every Bride no matter what the budget.
(Design Credit: The Flower Studio.
Photo Credit: Forever Photography Studio)
Floral designer extraordinaire, Darryl
Murchison of Darryl & Co., has developed
a way to help a Bride expand her
budget. “Today’s bride is much different
than ten years ago. Today’s Bride is a
millennium baby. Savvy, smart, and
knows what she wants. We developed
a line of artificial grandiose pieces that
are rentals. These are silk, permanent
botanicals, but when it is 10k roses on
a floral wall… It looks amazing and in
doing so the budget is expanded. It sets
the tone of the evening creating a first
impression and event design is all about
first impressions.”
(Design Credit: Dr. Delphinium Designs & Events.
Photo Credit: Justin Black Photography)
Bride’s often select ceremony locations
that are outside of the traditional church
setting. Brides are seeking new and
different places to hold the nuptials.
(Design Credit: Events in Bloom. Photo Credit: Adam
Nyholt Photography)
A venue that holds the ceremony and
the reception in one place is becoming
more sought after.
Ever so talented wedding designer,
Kelly Norvell AIFD, Bridal Blooms shares a
Taste of Texas in a uniquely creative setting.
Others prefer to create the appearance
of an outdoor setting inside.
In the heat of the summer and with
unpredicted showers, outdoor weddings
sometimes have to be moved inside or
tented. In order to maintain the bride’s
love of the outdoors a tall stylized tree
was created inside composed entirely
of foliage. The end result was stunning
as you can see and truly amazed the
guests with this surprise element. Bringing
the outdoors inside for the unexpected
and incredible elegance of foliage and
candlelight.
(Design Credit: Bridal Blooms.
Photo Credit: Crystal Williams Photographer)
(Design Credit: Events in Bloom)
Small and intimate ceremonies at home
often reflect the most personal. Others
expand the setting with a clear tent
expanding the space of the home.
Today’s Bride almost always wants
something they know will be timeless,
however this does not necessarily
mean the look is always the same.
Leaving room for personal expression
and incorporating a bride’s signature
style sets apart the true professional.
Those wedding designers that are most
sought after find this to be of upmost
importance. Weddings are a couples first
opportunity to express their united style.
The realization of having their own vision
come to life is quite intoxicating.
Oftentimes a family collection or a
personal favorite may set the overall
style of the setting or be implemented
in just the perfect way as recently
showcased in a wedding styled by Events
in Bloom.“Every wedding we do has a
special, memorable element and we
achieve this by listening to our clients
to find that one thing that makes their
wedding uniquely theirs. For example, we
recently had a bride who had a personal
blue and white porcelain collection she
loved. To incorporate this, we included
touches of blue and white porcelain in
the reception at key locations. This was a
special touch that was uniquely hers that
she will never forget.” shared Rob Smith.
(Design Credit: Events in Bloom)
Some prefer to create a look of years
gone by….
Ceremonies that reflect cultural elements
and family history create memories to last
a lifetime. Bringing her heritage to life,
Mary McCarthy AIFD TMF, The Blooming
Idea, expanded the vision of a Scottish
celebration that will long be remembered
by all who attended.
Photo Credit: D. Jones Photography)
The Bloomin’ Texan | August 2015 | (Design
6
Credit: The Blooming Idea.
(Design Credit: The Blooming Idea.
Photo Credit: Photography by Nikki)
Photo Credit: Clark Lara Photography)
A ceremony can be purposely styled so
that guests have no doubt that they are
at the same party! In this vintage affair
the chosen style of the Bride is carried
through in each and every detail.
wedding with really no particular ultracreative use of flowers. It was the quantity
in which we used them with the huge
quantity of candles. Instead of large all
white hydrangea and rose topiaries with
candles at the base, we did groupings of
more flowers at the base mixed with tall
and short vases all with floating candles.
Not just a few but really almost on top of
each other. The head table was packed,
end-to-end all the way down the center
of low candles at different heights and
flowers. The candlelight in this ballroom
was fabulous! Other than that, it is the
smallest details that get remembered at
time…petals in the ladies restroom for
example.
at the reception. “Capturing the Bride’s
vision in flowers is a thrill for me. To see
her face when she walks into the room
is a moment I look forward to each and
every weekend.”
(Design Credit: The Senter Piece)
Others prefer to treat the two events with
a different approach and an element of
(Design Credit: Lary’s Florist and Designs)
surprise! “Offering something new every
thirty minutes keeps people’s interest.
The reception can bring exquisite lighting
Offering ideas that are on the cutting
usually found indoors adding to the
edge, always offering what’s new,
elegance of an outdoor setting…or the
outdoors in with floral columns abundantly what’s now, and what’s next!” explains
Murchison.
adorned in fragrant pink peonies.
Photo Credit: Lightly Photography)
A champagne bar with 2 large elevated
florals with champagne glasses suspended.
Photo Credit: Caroline Plusben)
Each designer offers a wow!!
Sometimes it is the smallest of details such
as this place card setting at the entrance
of this rustic setting.
(Design Credit: Events In Bloom)
A ceremony and reception can
absolutely be different yet related. This
is accomplished with the style of the
decor. Each can have their own unique
elements, but continuity with an overall
style that allows the guests to follow
the transition between ceremony and
reception. Wedding Specialist Donna
Senter AIFD of The Senter Piece is in tune
with each and every detail that works
in concert from the aisle leading to the
Altar and to the elegance of the setting
(Design Credit: The Blooming Idea.
Photo Credit: Ellssar Photogrpahy)
Kelly Norvell’s most favorite “Wow” this
year happened with a very simple setting.
It was a black and white, candlelight
(Design Credit: The Senter Piece)
Floral walls featuring 10,000 roses standing
22 feet tall and 9 feet wide…Absolutely
stunning!!
An exquisite hanging floralscape adds
to create a most memorable evening.
Carey White of Dr Delphinium fame sets
exquisite color and an evening long
remembered in Dallas, Texas. “Brides are
more unique than they’ve ever been!
We see many of our Bride’s looking for
personalized touches, or unique elements
that go above and beyond.”
the wedding party arrived via the trolley
the guests were amazed with the creative
element shared in such a way that all are
just wondering what will be next!!!
Murchison’s design of 1,000 candles
creating an entrance for the Bride.
(Design Credit: Dr Delphinium Designs and Events
Photo Credit: Jenny Martell Photography)
(Designer Credit: Darryl & Co.
Photo Credit: Carlino’s Photography)
…or just the perfect candy bar to
unify the complete look of the event.
A themed Great Gatsby affair was
presented in every detail at a recent
wedding created by event stylist Stacy
Mendenhall and her ever so creative
floral design staff at Lary’s Florist and
Designs. “The Bride came to us with this
idea and we carried her vision through in
each and every detail. It is the details that
make the difference and create a stylized
event that is forever remembered. When
(Design Credit: Lary’s Florist and Designs.
Photo Credit: Magek Photography)
The floral design professionals that
make a difference and create lasting
memories for today’s Bride have the
unique privilege of resetting the stage
every week at each event and every
week is the new favorite. Exceeding
expectations and creating memories that
last a lifetime with the beauty of flowers, is
what the members of Texas State Florists’
Association do best.
Texas thanks these designers for sharing their wealth of knowledge and
Chic
Stacy Mendenhall
Lary’s Florist and
Designs
In 2005, Stacy Mendenhall
received her bachelor’s
degree in Design and
Space Planning from The
Art Institute of Houston
and opened her own
interior design business,
Interiors by Stacy. In 2008,
she became the CEO
of RJS Spirits, LLC. Stacy helped develop the brand,
grow the company and was able to travel the world,
meet celebrities, host events, attend awards shows,
participate in music videos and host several events
such as the Kentucky Derby, NASCAR races, Playboy
mansion parties, Wounded Warriors, WSWA shows and
celebrity parties. In 2009, she studied Event Planning
and discovered her passion for design could be
incorporated into events as an Event Stylist. Stacy
has hosted many parties and celebrations and has
produced beautiful weddings. In 2012, she stepped
down as CEO of RJS and procured Lary’s Florist and
Designs. This is something she is very passionate
about and she is doing what she loves. Stacy’s
plans to expand the business with target marketing
for weddings, events and corporate accounts.
Lary’s Florist and Designs has developed business
relationships with Weddings by Debbie, the Four
Seasons Hotel, Hotel Galvez, Cullen’s American Grille,
The Houston Pilots’ Association and many more.
Luxe
Darryl Murchison
Darryl & Co.
Growing up,
Darryl Murchison’s idea
of a fancy birthday party
revolved around red
paper cups and colored
napkins from the dollar
store. Born into a working
class family, he was far
removed from the lavish
scenes of flowing white
dresses and tall wedding cakes. What he did have,
though, was work ethic and a dream; Darryl knew at
an early age that weddings were his calling. Finding
his humble beginnings as a florist selling carnations
door-to-door, the self- made entrepreneur eventually
built a floral design studio and rental company that
continues to grow after 21 years in business. Despite
orchestrating multimillion-dollar weddings and even
an inaugural ball for President Obama, Darryl & Co.
maintains the humility and authenticity instilled in its
culture from day one. Darryl’s true talent lies in his
ability to transform a wedding into the event of a
lifetime with an honest and down-to-earth approach
that welcomes everyone as if they were a member
of his own family. Passionate about what he does,
Darryl is a student of the game. Constantly learning
new things to add to his business and is committed to
continuing is reputation as an industry trailblazer.
Romantic
Donna Senter AIFD
The Senter Piece
THE KEY IS: WE LOVE
WHAT WE DO!
Ken and Donna Senter
have been Houston
based wedding florists for
21 years. Ken and Donna
are both members of
AIFD. Ken is a former
winner of the Sylvia
Cup, the nation’s top
floral design competition. He was also invited to
the White House to assist in Christmas decorating in
2014. Donna won the Houston Cup in 2006, and the
Texas Cup in 2007. She was also California Designer
of the year in 1990. They have been involved in
many fun projects while living in California and
Houston including Elizabeth Taylor’s wedding and
providing weekly flowers for author Dean Koontz.
While in California, they were the house florist for The
Ritz Carlton in Laguna Niguel, The Four Seasons in
Newport Beach and The Beverly Hills Hotel. The Senter
Piece is currently featured in Weddings in Houston
magazine and has also won numerous awards on
popular wedding websites.
• Best of Weddings from the Knot 2008, 2009, 2010, 2011, 2013 and 2014.
• Brides Choice Award on WeddingWire 2011, 2012 and 2013
• Couples Choice Award on WeddingWire 2014 and 2015.
BRIDAL GALLERY IN
HOUSTON • AUGUST 9TH
NRG CENTER | EXHIBIT HALLS E1 & E3
FULL BLOOM
…signature to style
A
wedding
CATWALK
hosted by
DAVID TUTERA
sponsor’s
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LOUNGE
live style gallery
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glam
seating
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vip access
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celebrity photo
opportunities
FASHION SHOW
ENTRANCE
something
SOCIAL
@#!
s brides entered the gallery they were
surrounded by cut flowers and stunning
reception displays representing six floral
personalities of Chic, Luxe, Romantic, Rustic, Timeless
and Vintage.
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cocktail
LOUNGE
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sweetheart
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TABLE DESIGNS
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With David’s Picks
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sweets
SHOWCASE
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best in show presented by:
THE CAKE BOSS
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bridal gallery
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in full bloom
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PRIZES
grand
PHASE 3
PHASE 2
party
key
PHASE 1
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&
STAGE
TIPS
By Texas State Florists’
Association
501
BAR
WEDDING
wedding planning
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ENTRANCE
To go hand in hand with the locally grown trend, Texas
Grown florals was also featured offering another level of
detail for consideration.
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BAR
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A TSFA design professional welcomed each bride as they
walked through the displays and selected a few blossoms
to create their style. The TSFA designer created a mini
bouquet for the bride and set their style for the wedding.
With bouquet in hand, the bride was able to take her
color palette and an idea about your wedding style to all
the other vendors at the event.
430
eatery
TRENDS
talent at the Your Wedding Experience featuring David Tutuera
Rustic
Kelly Norvell AIFD
Bridal Blooms
Kelly Norvell is the owner of
Bridal Blooms, a wedding
and specialty event floral
studio in Fort Worth, Texas
in business since 1989. She
manages the day to day
operations, employees,
purchasing, bookkeeping,
inventory, client interview,
proposals and design.
She received her BBA in finance from Texas A&M
University with a minor in horticulture. She is past
president of the Fort Worth Florists Association and
one of the past committee chairpersons for the Texas
State Florists’ Association Education Committee.
She holds accreditation in the American Institute of
Floral Design, is a Texas Master Florist and a past TCU
extended Education instructor. When not helping
brides plan their weddings, she loves to garden, hike
with her family, read, cook, lift weights and take
dance lessons. Flowers and design are her passion
but she really just loves anything that grows.
Vintage
Timeless
Rob Smith
Events in Bloom
Rebecca Sherman AIFD
The Blooming Idea
Rob Smith began
his venture into
entrepreneurship in
1998 when he opened
Events In Bloom, a floral
decor company for
weddings and events.
What started as a small
scale floral company
eventually grew into what it is now, a flourishing,
full scale event design company, providing events
with everything from florals to linens and lounge
furniture. The flowers that were once the sole focus
of Events in Bloom are now an integral sculptural
element of the event décor Rob designs because
of his innate appreciation of the natural, textural,
colorful, element they infuse. Like flowers, events
have an ephemeral quality in that they are here for
a singular moment in time, a singular combination of
specific design choices, to create a beautiful, fleeting
moment, to be experienced and appreciated before
leaving us with nothing but a perfect memory.
Rebecca was born and raised
in the Southern California
desert where the sun shines 364
days a year! This is where her
love for flowers and creative
design began which was
passed down from her mother
and grandmother. In 1986 she
made the move to Northeast Oklahoma with her own
family and began working at the local flower shop
starting first as a delivery driver, working her way to
office manager then to floral designer. In 1997 she
established Floral Expressions by Rebecca, which
she owned and operated successfully for 12 years.
Rebecca was inducted into the American Institute of
Floral Designers in 2005. A few years ago she moved
to Texas to be close to her granddaughter and
children. She began working at The Blooming Idea at
The Woodlands in September of 2011. Rebecca is the
2013 Texas Cup Winner.
SHOWCASE REGISTRATION
Attendee Name
Business Name
Address
Phone
Email
$45 Registration Includes
Dinner | Design Presentation
Product Gallery Shopping
September 30, 2015
Take 30% off Registration as a TSFA Member
Merket Alumni Center, Texas Tech University
2521 17th Street | Lubbock, TX 79401
$101 will be presented to one
attendee at each Showcase!
6:00pm
7:00pm
7:30pm
8:30pm
|Shop the Product Gallery and see all that is New!
|Dinner and Time to Interact with your Floral Friends
|uBloom.com Flower Expert J Schwanke will present 101 ideas to make your life in the design room a little easier!
|Product Gallery Shopping
Design Auction to support the Texas Floral Endowment
Basics 101....Anything but Basic
Texas is taking 101 Design Ideas on the road that will make
your life in the design room just a little easier. uBloom.com Floral
Expert J Schwanke AAF AIFD PFCI TMF will show you how!
What a perfect opportunity to learn and share incredible flower
tips, tricks, and techniques that will help you the very next day in
your flower business. Make YOUR BUSINESS more PROFITABLE,
FASTER, EASIER and a whole lot more FUN.
Join J Schwanke AAF AIFD PFCI TMF, the host of Fun with Flowers
and JTV, as he shares his collection of essential tips, tricks and
techniques gathered from throughout the flower industry.
Be the first to see him use your favorite flowers, foliage, and floral
products! It’s time for fantastic fun and flower ideas…
101 to be exact!
_____I am registering for the
September 30th Showcase in Lubbock.
At the door registration will be an
additional $10.00.
Credit Card No.
Expiration
Code Zip Code
Signature
Mail check to:
Texas State Florists’ Association
PO Box 170760 | Austin, TX 78717
OR REGISTER ONLINE AT TSFA.ORG
Staying the night in Lubbock?
There are $99 Queen and $119 King room rates
at the Staybridge Suites, Lubbock, Texas.
Call 806.765.8900 and ask for the TSFA group
code to receive this reduced rate.
J SCHWANKE The Flower Expert
A True Flower Celebrity, Author, Award Winning Speaker and
J
one of the Most Trusted Voices in the Flower Industry.
Schwanke’s love of flowers began at birth during a snowstorm at a state flower convention in Nebraska. In 1976 J formally joined his family’s flower business, Green’s Greenhouses Inc.,
where his career grew and blossomed as he directed the Flower Shop and Garden Center operations
starting in 1981. J is a Certified Flower Designer (CFD), a member of the American Academy of Floriculture
(AAF), the American Institute of Floral Designers (AIFD), the Professional Floral Communicators
International (PFCI).
In 1994 J began his independent career as a flower design consultant, flower industry spokesperson becoming
the foremost expert on flower design in the American flower industry. J is the CEO of uBloom.com, the first
online community for flower lovers, both professional and enthusiast. As the host and producer of the first ever
web broadcast flower design show, JTV, and his current show Fun with Flowers and J, J is regarded as the most
trusted voice in the flower industry. His website, uBloom, offers flower lovers everywhere the opportunity to
learn and experience the fun of Flowers and Flower Arranging, 24/7! J’s Passion for Flowers is far reaching and
infectious.
J is the creator and publisher of the uBloom Trend Synthesis, an annual publication that explores current trend concepts and
how they relate to floral and decorative accessory retailers. J has given Flower demonstrations in all 50 states,
Canada, and throughout Europe and continues to educate and entertain his flower fans around the globe.
Highlights include the Epcot International Flower and Garden Festival, Art in Bloom, Bouquets to Art,
San Francisco Flower & Garden Show, Flowers at Kensington Palace, and 100’s of state, association,
wholesale and consumer shows.
2014 saw the publication of J’s new book, Fun with Flowers — Your Guide to Selecting,
Arranging and Enjoying Beautiful Flowers. J was awarded the Iron Designer of the year
by the International Floral Expo (2013). J was honored with the Society of
American Florists’ Tommy Bright Lifetime Achievement Award of Excellence
in Communication, Instruction and Marketing for the Flower
Industry (2010). J was also honored with the Crystal Rose Award,
Denoting J as a Living Legend in the Flower Industry (2011).
Critics, sponsors and flower-loving attendees agree,
J is one of the most sought after speakers in
the flower world.
J’s 101 Design Ideas to Travel Texas
In addition to the overall support of the Texas Floral
Education Underwriters these companies have partnered
to travel with J and 101 Design Ideas:
Texas Floral Education and Product Partners
Acolyte Designs, Inc. | Chrysal Americas | Design Master
Greenleaf Wholesale Florists | Priest International, Inc.
Rio Roses | Southern Floral Co | TSFA Growers Division
Texas Thanks You for not only providing the product to make these ideas both
profitable and fun to produce but also for the additional funding to bring these ideas
to Harlingen, Temple, the Texas Floral Expo...and in September to Lubbock.
TSFA Recognizes
GOLD LEVEL TEXAS FLORAL EDUCATION UNDERWRITER
Loranne and Brock Atwill of Flower Shop Network in Pargould, Ark., present
Sen. Mark Pryor (D-Ark.) a SAFPAC donation during their fundraiser.
Where did the idea come to start
Flower Shop Network?
In 1997, Flower Shop Network owners Brock and
Loranne Atwill, had the opportunity to open a flower
shop in Paragould, Arkansas. Loranne had served
as CFO of Redbook Florist Services (a floral wire
service) for over 13 years, and was eager to pursue
the retail side of the business.With Brock’s marketing
background, they enthusiastically opened their flower
shop. Soon Brock and Loranne began to understand
what the local florists face in this ever-changing
market.They realized how order gatherers and others
make it difficult for consumers to find real local
florists.They also saw the lack of effective resources
(especially online) available for locally-owned florists
to help themselves.Thus, Flower Shop Network was
born.
What feature(s) cause Flower Shop Network
to stand out above the competition? What
makes Flower Shop Network different from
the rest?
Flower Shop Network is an exclusive, members-only
network of local florists. At FSN, we work hard to
promote our member florists—not compete with them
for orders. By providing affordable marketing tools
with a “buy-whatservices-you-need”
approach, we help
florists achieve a
more profitable
business. Get 100%
on every consumer
order. Pay as you go
with no penalties.
No monthly fees.
We all talk of the changes
in the floral industry.
How will the changes in
recent years shape the
floral industry of the future? What is
Flower Shop Network doing to maintain
the integrity of your customer? What
is Flower Shop Network doing to help
shape a successful future?
Florists will need to overcome the advancement of
order gatherers and cut through the noise created by
social media.The “build-it-and-they-come” approach
no longer works. Florists will need to take ownership
of their website and become marketers, as well as
designers.That is where FSN can help! Through our
marketing tools and social media assistance, florists
will be able to navigate the marketing part of their
business with success. Helping the florist is only
one part of the equation. FSN believes in educating
the consumer on the value of flowers and more
importantly the value of using real local florists.
In what way do you directly help those
selling flowers today meet the need of
the consumer?
On our website, in every blog article and on social
media, we stress the value of buying flowers from
local florists.We connect consumers directly with local
florists, whether they are sending flowers up the street
or across the country. FSN’s local florist directory is
accessible and fully functional on internet-enabled
smartphones and devices. Consumers can find a real
local florist anywhere, anytime. ALL FSNWebsites are
also Mobile-Ready allowing visitors to shop your store
24/7.
Why did Flower Shop Network support
TSFA’s new floral education direction?
The future of our industry depends on education,
not only in the design aspect, but also in the proper
care and handling of flowers.With such a competitive
industry, it is critical that florists also educate
themselves on the business side of the industry—
especially in marketing.We commend Texas State
Florists’ Association in starting this education
initiative to educate florists and we are proud to be a
partner.
While at the SAF Congressional Action Days inWashington, DC, Brock and
Loranne had a chance to visit with FSN members Harry and Linda Dietz
from Dietz Flower Shop in Seguin,TX.We really do have some awsome
members!
What do you find today’s floral consumer
is looking for?
First, we need to understand that the “floral consumer”
should not be grouped into one ambiguous group.
Different consumers want and value different things.
However, they all want is quality, value and an easy
buying experience. As always, the presentation and
vase life of floral arrangements are important.
Irving Casiano Flores,
Flower Shop Network
Account Manager
Ken Cochran, FSN
BRONZE
SILVER
GOLD
PLATINUM
Southern
Floral
Company
Past Presidents
Established 1927
WHOLESALE GREENHOUSE
Making the Texas Floral Education Possible
please visit tsfa.org for the most up-to-date list of underwriters and their links
WHITE
AAF • TMFA
610 PARK STREET
BAYTOWN, TX 77520
281•427•7454
888•538•7721
TSFA members support
the Bloomin’Texan. Please
AUSTIN
support these advertisers.
Proudly Serving
The Metroplex Since 1948
BURNET/MARBLE FALLS
A S S O C I A T I O N
S C H O O L O F F L O R A L D E S I G N
FLOWER & GIFT SHOPS
800-McShan2105 HWY. 281 NORTH
MARBLE FALLS, TX 78654
McShanFlorist.com
(512)214-324-2481
756-4401
(830) 693-7006
109 N. MAIN
BURNET, TX 78611
DALLAS
AUSTIN
Welcome to a Career
in Floral Design
1-800-252-9145
Fax 1-512-345-1336
Ken Freytag • TSFA Past President
www.freytagsflorist.com
AUSTIN
Let your creativity flower in a comprehensive
2-week intensive program to train florists
TSFA Order Exchange Network
B
Basic Floral
Design
A
Y Design
Wedding
T
Sympathy
Design
O
W
Floral Management/Care
N
c
Support Your
c
c
ABILENE
c
and Handling of Cut Flowers, Foliage and Plants
Est. 1935
401 WEST 20TH STREET
HOUSTON, TEXAS 77008
713.862.8811
800.723.3252
fax 713.864.2686
www.heightsfloralshop.com
Advertisers!
SAN ANTONIO
HOUSTON
CORPUS CHRISTI
SPECIALIZING IN
FLORAL EXCELLENCE
SHERI
MONTGOMERY
WHITE
AAF • TMFA
Greg Waters
Locations:
Gary Norman
Owner
Austin
12108 Roxie Dr
Austin, TX 78729
610 PARK STREET
BAYTOWN, TX 77520
281•427•7454
888•538•7721
AUSTIN
Houston
www.garysfloralgallery.com
2030 North Loop
West, Suite 103
Houston, TX 77018
1800 Industrial - Abilene, TX 79602
Phone: (325) 695-7000
SAN ANGELO
Shirley Floral Company
& Greenhouse
www.tsfaschooloffloraldesign.com
Joel Paul Shirley
President
440 W Beauregard
San Angelo, TX 76903
www.shirleyfloral.com
e-mail: [email protected]
Phone: 325 655-9111
Fax: 325 653-8585
800 588-9111
BURNET/MARBLE FALLS
SAN ANTONIO
CORPUS CHRISTI
DALLAS
P
TSFA Calendar of Events
AUGUST
3- TSFA School of Floral Design 6 Classes Houston, Texas
9
Basic Floral Design | Wedding Design Sympathy Design | Floral Management Care & Handling of Cut Flowers
and Foliages. For registration
information telephone the TSFA
office at 512.834.0361 or online at
texasschooloffloraldesign.com.
Your Wedding Experience by
David Tutera, NRG Center, Houston.
12-Introductory Hands on Floral Design
14 Class held in Dallas. For registration
information go to tsfa.org or
telephone the TSFA office at
512.834.0361.
10- TSFA School of Floral Design 14 Classes Houston, Texas
SEPTEMBER
7 Labor Day
13 Grandparents Day
14 Rosh Hashanah
14-TSFA School of Floral Design Classes
17 Houston and Austin, Texas.
12 Columbus Day (Observed)
Basic Floral Design | Wedding Design Sympathy Design | Floral Management Care & Handling of Cut Flowers and
Foliages. For registration information
telephone the TSFA office at 512.834.0361
or online at texasschooloffloraldesign.com.
Basic Floral Design | Wedding Design
Sympathy Design | Floral Management Care & Handling of Cut Flowers and
Foliages. For registration information
telephone the TSFA office at 512.834.0361
or online at texasschooloffloraldesign.com.
First Day of Autumn
Center, Texas Tech University, Lubbock,
Texas featuring Basics 101…Anything
but Basic by designer J Schwanke.
Registration information on page 10 of
this issue or online at tsfa.org.
23 Yom Kippur
30 Texas Floral Showcase, Merket Alumni
TSFA Advertisers
OCTOBER
16 Bosses Day
31 Halloween
Inside Cover BloomNet | 866.256.6663
14Freytag’s Florist | 800.252.9145 | www.freytagsflorist.com
14 Heights Floral Shop | 713.862.8811 | 800.723.3252 | www.heightsfloralshop.com
14 McShan Florist | 800.331.3349, ext. 7931 | www.mcshanflorist.com
Back Cover Teleflora | 800.421.2815 | www.myteleflora.com | 800.291.1061 | 512.834.0361
14 Tubbs of Flowers | 800.288.1978 | www.tubbsofflowers.com
14 TSFA School of Floral Design | www.tsfaschooloffloraldesign.com
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When other floral companies are turning their backs on you, rest assured that we’ll always have
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©2015 Teleflora. All Rights Reserved. FM12319
(800) 421-2815

Vintage Romantic Chic - Texas State Florists` Association

Transcription

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