PDF - The Los Angeles Flower Market

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd.
May – June 2012 • Volume 21 - Number 3
Floret Cadet’s
Excitement
About Flowers
It Begins on L.A.’s Wall Street
Story begins on page 4
Kate Hubin Piliero shopping for flowers.
Flowercloud brings innovative new technologies to the Internet See page 12
See All the New Flowers & Varieties at
the Original 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
L. Moskatel’s, Inc. . . . . . . . . . . . . . 213 689.4650
Floral Supplies
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Floral Supplies
O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867
Exotic orchids
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
Imported Flowers
from Paradise, Inc. . . . . . . . . 213 488.1443
4.
Dan Stamis Wholesale . . . . 213 622.6770
5.
Blossom Valley . . . . . . . . . . . 213 891.9320
6.
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
7.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Greens
Roses
Full Service
Roses & Cut Flowers
7A. Flower Salad . . . . . . . . . . . . . 213 624.1974
Miscellaneous Cut Flowers, Greens
7B.
8.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Roses & Cut Flowers
H.O. Norman . . . . . . . . . . . . . 213 614.1031
Floral Supplies
10.
Tommy’s Flower Land . . . . . 213 622.1205
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
Roses
Miscellaneous Cut Flowers
12A-. Kimura Plus . . . . . . . . . . . . . . 213 488.1620
13A
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.8069
13B Roses & Carnations
14.
Choice Flowers . . . . . . . . . . . 213 489.4879
Miscellaneous & Exotic Flowers
17.
Stelzner Wholesale . . . . . . . 213 891.1514
18.
Zavala Wholesale Flowers . . 213 488.0085
20.
Cal Pom Pons . . . . . . . . . . . . . 213 623.6651
Miscellaneous Cut Flowers
Supermarket Florals, Rose Petals & Roses
23, Mellano & Company . . . . . 213 622.0796
33, 34. Full Service
24.
Valle Wholesale . . . . . . . . . . 213 688.8810
26.
Gonzalez Wholesale . . . . . . 213 613.0756
27.
C&K Wholesale . . . . . . . . . . 213 327-0313
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
32A. Gilbert Wholesale . . . . . . . . 213 689.9564
32B. A Ruiz Wholesale . . . . . . . . 213 622.3695
Exotic Cut Flowers
36. - Tropical U.S.A. . . . . . . . . . . . 213 614.1915
37. Exotic Cut Flowers
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
Where Good Ideas Are Always In Bloom
Contents
Cover Story:
Floret Cadet’s Excitement
about Flowers 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.
4
Los Angeles Flower Market Map 2
People and Places
6
Potpourri
8
Roundabout
11
Los Angeles Flower Market of the American Florists’ Exchange
www.originalLAflowermarket.com
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
Board of Directors
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Los Angeles Flower Market Hours & Info
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.originalLAflowermarket.com
Editorial and Advertising
Feature:
The Unveiling of FlowerCloud
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101; FAX 918 743-1105; Email: [email protected]
Art Director
Happenings/Calendar
Michael Wheary, Calypso Concepts
12
14
LAFD Association Member Badge Program
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
More Than 90 Years’ of Service
Subscribe
It’s YOUR
Flower Market!
Those working in the California floral and horticultural industries may join our mailing list at no cost. Subscribe at BloominNews.com to the print and/or email editions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828.
Disclaimer
Neither the Bloomin’ News nor the Original Los Angeles Flower District recommends or endorses any products or advertisements displayed in this publication
but presents them as a service to our readers.
Advertise in Bloomin’ News
Visit Bloominnews.com or contact our editor for advertising rates, dimensions and
details. Advertise in color. We’ll design your first ad for free!
The Original
Los Angeles Flower Market
Index to Advertisers
Bloomin’ News Goes Green . . . . . . . . . . . . . . . . . . . . . . Page 16
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . Page 9
www.OriginalLAFlowerMarket.com
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . Page 3
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
Phil Rulloda School of Floral Design . . . . . . . . . . . . . . . Page 6
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . Page 8
754 Wall Street, Los Angeles
LAFlowerDistrict.com
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 10
T H E B LO O M I N ’ N E W S 3
M AY – J U N E 2 0 1 2
Floret Cadet’s
EXCITEMENT
By Peggi Ridgway
About Flowers
It Begins on L.A.’s Wall Street
Kate Hubin Piliero.
Photos by Lori, The Purple Tree Photography,
Hermosa Beach
“I just love combining colors and textures in unexpected ways. And for that, you
absolutely, positively can’t beat shopping the (Flower) Mart.”
Kate Hubin Piliero wears her enthusiasm on her sleeve and her love of flowers
in her smile as she eagerly shares her experience of the floral wonderland at Los
Angeles Flower Market.
“Combinations come to you that you never would have thought of when
placing a pre-order,” she explains. “I love to shop different vendors for whatever
is freshest and most exciting … and I love being able to pair flowers right there
and start dreaming up combinations, rather than ‘making it work’ from what I’ve
pre-ordered.”
Kate’s enthusiasm comes naturally when she’s working with fresh cut flowers.
It’s that experience that propels her to build her floral service business, Floret
Cadet in Manhattan Beach.
Kate began visiting the Flower Market around 2002 as a consumer who simply
enjoyed walking the aisles and buying flowers. Her very first visit sparked her
interest in the fresh beauties and all their potential, and that visit became a
regular routine.
“I would go about once a month and buy three bunches of flowers and then
just tinker with them,” she recalls. By the time she married Phil Piliero, a Los
Angeles attorney, in 2011, she had designed a couple of weddings and generated
a sideline business for herself.
Thanks for the Blogs
As Kate involved herself more in designing and arranging, she followed the
online blogs of florists who offered endless tips and resources for learning.
Botanical Brouhaha on Blogspot quickly became one of her favorites. Also a
photography buff, Kate borrowed from the blogs their stunning photos of floral
arrangements, bouquets and displayed them in her own blog (floretcadet.com/
blog), careful to give proper credit to the photographer and the designer. For this
selfless sharing of other designers’ best works, she became the willing recipient
4
of tips and advice from those designers, and that helped her structure her floral
business. Her online mentors were happy to assist with her questions, among them:
• How to price your work
• When pricing, what’s included and what’s not
• Will I need a cooler right away
• Do I need a van now or can I use my car
• How do I get clients
• How do I write a proposal
• What containers do I use
“Blogging and social media are so important. They allow a constant stream of fresh
content, but also provide an opportunity for potential customers to get to know
you and feel comfortable with you before they ever contact you. You can be more
casual and personal, and share anecdotes on a blog that you wouldn’t post to a static
website. All of the weddings I’ve booked so far have come from my blog- either from
direct contacts from readers, or from referrals from other florists who I’ve met as a
result of the blog.”
Continued on page 13
“I love
to shop
different
vendors for
whatever
is freshest
and most
exciting.”
5
People & Places
Kellogg to Lead FlowerChat
Veteran journalist, former editor of Super Floral
Retailing magazine, and experienced social media
user Gina Kellogg is the new Community/Social
Manager for FlowerChat, a membership-based online
forum for thousands of florists. Kellogg’s role will be to
help FlowerChat grow by leveraging itself as a place
where florists can gather to explore ways to improve
the floral industry.
Debi Aker is New AFE Executive Director
The Board of Trustees for the American Floral
Endowment has announced the promotion of its
manager Debi Aker to Executive Director. Debi will
continue working closely with the Trustees and the
industry to promote awareness of AFE’s work in funding
floriculture scholarship and research.
Here Comes the . . .
Wedding Floral Designer
You know you are a wedding floral designer when:
• You look forward to Mondays
In Memoriam:
Jeannette Altermatt Cohen AIFD
• Petals and leaves fall out of your bra when you undress
• You know the back door entrances to all the
churches and meeting halls in town
We were saddened to learn of the passing of an
industry leader, Jeannette Cohen Altermatt AIFD,
• You have not had a good Friday night’s sleep in 6 months
• Airport security identifies a floral knife in your pocket
• Your vehicle smells moldy no matter how clean it is
2012
• You’d never take “those hands!” in for a manicure
• You plan your vacation around a wedding floral design
class, the AIFD Symposium, the CSFA Calif Flora and
Top Ten contest, or visits to other wedding florists
CLASS SCHEDULE
Instruction Hours:
• A friend shares her upcoming wedding date but instead
of saying congratulations, your mind wanders to what
flowers will be in season
Monday-Friday, 9 a.m. - 5 p.m.
Floral Designer
Jan. 9 - 20, Feb 27 - March 9
April 9 - 20, June 4 - 15, July 9 - 20
Sept. 10 - 21, Oct. 29 - Nov. 9
• You attended a wedding and can describe the flowers
but not what the bride wore
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
• You run every conversation like it’s a consultation
Jan. 23 - 25, March 12 - 14
June 18 - 20, July 23 - 25
Sept. 24 - 26, Nov. 12 - 14
Our thanks to Oklahoma Florist newsletter and Flirtyfleurs.com.
Advanced Wedding Designer
Jan. 30 - 31, March 26 - 27
June 25 - 26, Oct. 1 - 2
Special Events/Décor Designer
on February 3, 2012 at the age of 91. Jeannette was
well known in the Los Angeles floral community and
FTD, having served as president of the FTD District
and as an FTD instructor. She was active as a director
of the California State Floral Association and as owner
of several retail flower shops in Long Beach, where she
was a community leader. She worked for GM Floral
Supply and was a watercolor painter and animal lover.
Her ninetieth birthday party, held at Leisure World, was
attended by more than 100 people.
Feb. 1 - 3, March 28 - 30
June 27 - 29, Oct. 3 - 5
Permanent Botanicals
Call for Dates
One Day Workshops
Hand Tied – April 30, Oct. 15
Novelty – May 1, Oct. 16
Holiday – Dec. 8
Southern California School of Floral Design
843 S. State College Boulevard, Anaheim, CA 92806
714 776-7445 or 800 981-7445 • www.philrulloda.com
T H E B LO O M I N ’ N E W S 6
M AY – J U N E 2 0 1 2
www.mellano.com
Hey!
)&3&µ4+645"4."--4".1-&0'063'*/&'3&4)'"3.(308/'-08&348&)"7&"7"*-"#-&50%":
For over 85 years, Mellano & Company has grown the
farm or those of our partners, you can be assured each
world’s finest flowers & foliage. We have also established
order has been handled with the utmost care from the field
hand-selected partnerships with growers from around
to your facilities for your customer’s enjoyment. Call us
the world to ensure you have the high quality, consistent
today at 1-800-635-5266 or visit www.mellano.com for
product you need throughout the year. Whether provid-
these, and other fine, fresh, featured flowers and foliage.
ing superior grade flowers and foliages from our own
Become a part of our family today, it’s a fun place to be.
G=C@23AB7</B7=<4=@B63E=@:2¸A47<3AB4@3A64:=E3@A/<24=:7/53
Potpourri
Flower Industry Interns Available for Your Shop
management consulting group. Ecke Ranch is a leading
breeder and producer of vegetative products.
The American Floral Endowment is seeking retail
florists who are interested in hosting an internship
through its Mosmiller Intern Scholarship Program. This
program allows students to get hands-on experience
at a retail, wholesale or allied trade operation for ten
to fourteen weeks. Internships are also available to
flower growers through the Vic & Margaret Ball Intern
Scholarship Program. For details visit Endowment.org
or call Debi Aker at 703 838-5211.
Florists For Change Holds Third Meeting
The third national conference of Florists For Change
Inc. was held March 4-6 in Grand Rapids, Mi. Members
shared challenges and successes and approved vendors
connect with FFCI florists looking for progressive
alternatives to their current technology environment.
Breakout sessions cover sales training, branding, floral
photography, conducting local FFCI meetings, talks
with wire services and Google executives.
Ecke Ranch and Flowvision LLC
Grow Their Services Range
Floma Café Welcomes The Bloomin’ News
Ecke Ranch is partnering with FlowVision LLC
to increase grower success through supply chain
optimization by reducing costs, increasing quality
and response time and providing better fulfillment for
retailers. Ecke will incorporate FlowVision “lean flow
methodology” into products, systems and programs.
FlowVision will use Ecke’s experience in breeding,
production inbound logistics and retail to create
new supply chain solutions. FlowVision is a global
Patrons of the Floma Café
at 765 S. Wall Street can now
read The Bloomin’ News as
they sip their morning coffee.
“We are located at the heart
of the Original Los Angeles
Flower Market,” says Rebecca
Ortiz, Floma Café, who values
Floma’s partnership with our
publication.
Sell Your Shop Faster and for the Highest Price!
PMA Forms Floral Council
Upon recommendation of its Floral Task Force, the
Produce Marketing Association has established a
Floral Council with Michael Schrader, Schnuck Markets
Inc floral director, as its first chairman. The council
is creating a floral affiliate membership model as a
sustainable means for PMA to provide value to the floral
industry while creating new revenue opportunities. A
number of California companies are represented on the
council including Ocean View Flowers, Mellano & Co.,
Dos Gringos, and more.
Available: Established flower shops with great retail locations,
house accounts, long-time customers and exciting potential.
“Vase Off!” Launched by SAF
“Top Chef,” “Project Runway,” “Extreme Makeover.”
Buy or Sell With Confidence
Sean Edelstein 949-551-2060
Viewers can’t get enough of reality shows testing
individual skills. To showcase the creativity in the
floral industry and expose consumers to the value of
professional florists, the Society of American Florists has
launched a series of online floral design competitions
called “Vase Off!” Winners’ designs and philosophical
www.4saleflowershops.com
Orange, Riverside, San Bernardino & Los Angeles Counties
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 8
M AY – J U N E 2 0 1 2
Potpourri
comments are posted at Aboutflowersblog.com and
Facebook.com/Aboutflowers, where visitors vote for
the winning design. The first of three competitions
kicked off in April.
a Farm Bureau News article in March. “There is a ‘good
movement’ afoot and floral tends to trend behind food
and produce initiatives. With more and more people
paying attention to where their food comes from, it’s
logical and natural for their flower buying behavior
to follow.” Cronquist says CCFC’s job is to continue
to lead the way in developing resources and the
understanding among consumers that “when it comes
to buying local flowers, California Grown Flowers are
America’s Flowers.”
Moms are Special!
The March issue of Florists’ Review reported an increase in Mother’s Day sales of $50 or more and in
the number of items (arrangements, plants, etc.) sold
between 2009 and 2011. We are optimistic that this year
will see similar increases and our floral shops will help
bring a smile to many moms’ faces.
Valentine’s Day Sales Better This Year
In a comprehensive survey, Society of American
Florists learned that almost eight in ten businesses (79
percent) enjoyed Valentine’s Day 2012 sales exceeding
those in 2011. Fourteen percent reported their sales were
flat and five percent said sales were down. The average
growth for shops reporting increases was 19.1 percent.
The average decrease for shops reporting declines was
13.7 percent. More than half the shop owners said sales
exceeded their expectations.
Continued on page 10
Talk about Mother’s Day Ideas
Society of American Florists members can brainstorm
and bounce ideas off each other by participating in the
MySAF community’s Marketing Edge discussion group.
Just login at MySAF, then click Groups > The Marketing
Edge > Discussions.
June is National Rose Month
Play it up for all it’s worth, says the Society of American
Florists. Daily and weekly rose specials, new rose
varieties, a do-it-yourself rose bouquet or arranging
party – you get the picture. A rose is a beautiful thing,
especially when it draws new customers.
SENDING F LOWERS TO A MERICA
One-of-a-kind, full-color pictorial book
SAF-Led Business Coalition
is Now 150,000 Strong
Each
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
(includes shipping)
A colorful foray into
the lives of early
California
retail
florists, designers,
suppliers, wholesalers and flower
growers. Touching,
inspiring stories.
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
What’s Kasey’s Crystal Ball Say?
Also available at the main entrance of the Original
Los Angeles Flower Market, 754 Wall Street, Los Angeles.
“Optimistic.” That’s what Kasey Cronquist, Executive
Director of California Cut Flower Commission, says in
T H E B LO O M I N ’ N E W S 3500
$
The National Main Street Business Coalition, launched
by the Society of American Florist in January, now has
more than 150,000 member businesses and uses the
“strength in numbers” concept to make a difference.
The NMSBC has urged legislators in writing to take
actions that would help ensure the growth and survival
of brick-and-mortar retailers. In its letter, the Coalition
distinguishes between the federal definition of “small
business,” which often are five to ten times bigger
than SAF’s typical members and micro Main Street
businesses with fewer than ten full-time employees and
are independently owned and operated.
9
M AY – J U N E 2 0 1 2
Potpourri
ASCFG Research Foundation
Announces Grants
Permafrost, which covers 20 percent of the earth, could
be preserving a lot of our history.
The Association of Specialty Cut Flower Growers Inc
has presented grants to several researchers and groups
in the cut flower industry. They include North Carolina
State University where John Dole and Alicain Carlson
are studying production and postharvest specialty
cut flowers; Kansas State University where Raymond
Cloyd works with effects of pesticide mixtures;
Virginia Military Institute for work on postharvest
treatment of hydrangea for unique coloration and
Cornell University where Chris Wien was awarded for
a proposal on testing.
Space Saver
Cabinet Available
Shure Manufacturing
Corporation’s
Space
Saver Cabinet includes
four adjustable shelves
and a locking door for
right or left hand mount.
See Shureusa.com or
call 800 227-4873.
30,000 Years in Hiding
Does Your Floral Research
Project Need a Hand?
Before the end of the last Ice Age, the seeds and leaves
of a little white wildflower (Silene Stenophylla species)
tangled with the makings of a squirrel’s nest and then
were covered with a quick frost and frozen until Russian
scientists discovered and regenerated it in recent years.
The scientists grew it in a pot and after a year of tender
loving care, it blossomed, bore fruit and dropped seeds.
The American Floral Endowment will gladly consider
your research project for possible funding. June 1 is the
deadline to submit your proposal application. Call 703
838-5211 or see Endowment.org.
“Pinterest Interest” Grows
Everyone enjoys sharing pictures, and that’s what
Pinterest is all about. At Pinterest.com, images you
like from the Web or other Pinterest profiles can be
categorized and shared with other Pinterest users. You
can “follow” other Pinterest account holders, and they
can follow you. Many businesses now use this medium to
display their products. It’s a perfect forum for getting the
word out about a new service or retail item. And it’s free.
Business Design Since 1989
“The Artist” Can Be Our Teacher
The Right Design for Your
Website, Newsletter, Book
or Company Manual
The Society of American Florists suggests that this year’s
Oscar-nominated movie, “The Artist” (filmed as a silent
movie in black-and-white) can teach us about business:
“Pay attention to trends . . . Accept that you can’t do it all
. . . and, Know when to adapt. The film’s main character,
George Valentin, was faced with the decline of his fame
in 1927 when “talkies” arrived.
Wordpix Solutions
Bloomtube is New Sales Tool
Contact Peggi Ridgway
Bloomtube, an online floral platform, offers step-bystep floral designs and trend information by Dutch floral
designers. Currently in English, the developers plan to
display the site in other languages soon.
800 200-1101 / [email protected]
Producer of The Bloomin’ News
T H E B LO O M I N ’ N E W S 10
M AY – J U N E 2 0 1 2
Roundabout
California Florists Stay Busy
introduce the Speaker at a presentation ceremony.
California State Floral Association also participated
in “Ag Day” at the Capitol in Sacramento on Legislative Action Day on
March
21),
along
with California Cut
Flower Commission
and The California Association of Nurseries
and Garden Centers.
More than 5,000 fresh
flower bouquets, made of flowers donated by California flower growers, were handed out to attendees. The
event featured more than 40 agricultural trade booths,
the favorite booth being that sponsored by CSFA/CCFC.
California’s floral community enjoyed a very busy
Spring! Kudos to Jenifer Kaplan and The Flower Truck,
who donated 20 percent of sales during the first-ever
Palm Desert International Fragrance & Flower Festival
in March, to The Living Desert. The festival offered free
flowers to attendees. Your state floral association
sponsored a floral design workshop with an unusual
subject this past Spring: “Floral Architectonics: The Art
of Incorporating Architectural Elements into Dynamic
Floral Designs” was led by Tony Alvarez AIFD CCF and
Debbie Alvarez AIFD CCF at ROP in Camarillo.
HELP WANTED:
AIFD held a “Floral Extravaganza” on March 11 in San
Bernardino with top designers Carol Caggiano AIFD,
Kenneth Snauwaert AIFD and Ian Prosser AIFD. At the
San Francisco Flower and Garden Show in March, Bob
Gordon AIFD presented two design programs and did
an invitational floor design in the State Standard Flower
Show. A frequent contributor to Bloomin’ News, Casey
Schwartz of Flower Duet, Torrance, got a nice mention
with her photo in Florists’ Review’s March issue.
The Original Los Angeles Flower Market was
recognized for its 90 year anniversary by state Assembly
Speaker John Perez, whose district includes the
Market. Michael A. Mellano, of Mellano & Company,
is the District 4 Commissioner and was on hand to
Experienced floral designer with advanced floral design
skills and strong leadership ability needed for a growing, very busy event floral and décor company in Burbank (91506). Wedding experience a must. Fabulous
opportunity for the right person. Must be available
many weekends for on-site installation and design.
Must be dependable, flexible, creative, positive, ready
to work hard, have fun and join a fabulous team. Reliable transportation a must. Health insurance not provided. Interviews by appointment only. Please send
email with personal info/resume in body of email (not
attached). Attachments will not be opened. Email:
[email protected].
The Belle of the Prom: Tomorrow’s Beautiful Bride
“Today’s prom-goers are tomorrow’s brides” and grooms, says the magazine
Floral Management. Creating prom corsages, boutonnières, hairpieces and other
accessories may be our first opportunity to show these almost-adults how gorgeous, fresh, cut flowers can brighten up a room and make the wearer feel like a
real prince or princess.
Trends for today’s prom generation are stylish and different than before.
There’s the long dress or gown with a slit up the leg, or a train down the back;
How about a bodice with peek-a-boo lace or cutouts. Texture and design are
paramount, with sheers, ruffles, tulle, patterns and prints, sparkles and scallops.
Every prom-going gal wants to be seen as the “belle of the ball,” so she’s
got to impress, regardless of price. It’s a floral designer’s dream. From ankle
corsages to floral rings and earrings, the opportunity to impress is everywhere.
Well before the event, sponsor a “prom day” in your shop. Display all your
ideas in photos and actual flowers – with twinkling lights outside -- and start
taking orders for the big day!
T H E B LO O M I N ’ N E W S 11
M AY – J U N E 2 0 1 2
THE UNVEILING OF
FlowerCloud
A very enthusiastic, talented and creative team has created
A positive consumer experience
an innovative way for florists to show off their unique designs
Based on the belief that “consumers love convenience and
to the world. Leveraging the latest social and e-commerce
shopping locally,” FlowerCloud has brought the two worlds
technologies, florists across the country can now create an
together in its consumer website, www.bloomnation.com.
online Flower Shop profile and upload their designs, prices,
Consumers can instantly find designs by all the florists in their
delivery areas; and consumers can buy any design directly
delivery area in a single/secure website. No need to scour the
from the florist in a single website. It’s called FlowerCloud.
Internet to find and compare local florists.
The “cloud” becomes a frequent conversation topic
But FlowerCloud “is not looking to replace your online
these days, so we asked David Daneshgar, co-founder and
presence,” say the founders. “We are looking to add to it by
head of corporate development, for an explanation of how
attracting convenience seeking customers you never had
FlowerCloud works.
access to before.” Admittedly, the founders would like their
service to be the premier place for customers and florists to
Easy and affordable
connect, but say that “our goal is to get florists back in control
“Florists submit a request for a Flower Shop
with a transparent platform run by them. We are just the
profile through the website. We review and speak
stage, the florists are the Rock Star.”
to every florist, as there is a zero tolerance for
order gatherers. Once accepted, florists can upload
The florists behind the FlowerCloud
designs, prices, descriptions as well as their logo
For years, co-founder and president Farbod Shoraka, a
and shop information, which will be displayed on
Berkeley grad with strategic advisory experience, listened to
all their work. Transactions are processed through
the woes from his retail-florist aunt, whose Irvine, California
the marketplace, so the florist is not required to
business struggled to compete with supermarkets and order
have a credit card processor or be concerned with
gatherers. So Farbod pulled together a team, including
fees. There are no costs or obligations other than a
David Daneshgar, who had a Masters in business and
ten percent fee for each order received. Florists sell
strategic marketing experience; and Gregg Weisstein, whose
their designs in the marketplace but also receive
accounting degree and consulting experience in agriculture
their own page to display all their designs, much the
would be greatly valued. “It didn’t hurt knowing some
same way as selling with Amazon.com, Etsy.com or
developers from some top e-commerce sites to bring over
eBay.com.
either,” says Farbod.
“It’s a cross between Etsy, Facebook and
From there, FlowerCloud evolved into the current florists’
Pinterest,” says Daneshgar, adding proudly that it
site at FlowerCloud.org and the upcoming consumer site
“provides the florists control over their creativity,
at www.bloomnation.com. So give it a whirl and see what
prices and gives them the recognition they deserve.”
FlowerCloud can do for you.
12
The Floret Cadet: continued from page 5
More learning, more growing
The Floret Cadet, who like any good cadet is always in a learning
frame of mind, pored over floral articles, attended floral events, listened
to her mentors, took classes at Flower Duet in Torrance and at West
Los Angeles Community College and studied the techniques used in
eye-catching floral arrangements. In 2012, she completed a course
with Leanne Kesler AIFD and staff at the Floral Design Institute in
Portland, Oregon, where she learned (hands-on) about creating larger
installations.
“I’m excited about (bigger installations) and about working with a
crew,” she says. “Stuff like that excites me. I can bring my husband into
the project.” (Phil’s tools and skills will come in handy!)
In her ‘spare’ time, Kate assists The Little Branch in Valley Village, a
San Fernando Valley design team operated by Megan McCarter and
Annie Edwards, with florals for select weddings. The Little Branch
started in 2008 but before that both partners had individually worked
in the wedding industry as a photographer and a floral assistant.
Kate’s experience with The Little Branch, since 2010, has instilled a rich
element of realism, including the use of photography, in working with
clients on their weddings and special events.
Still working from her home (which she pretty well “takes over” as
a design project gets underway), Kate is weighing her options. “I’m
excited about designing fulltime and I’m ramping up for that,” she
says. “I’m grappling with whether to have a shop or an event studio.”
She’d love to have studio space in a neighborhood where she could
“be on the radar as a local business.” Corporate accounts, weddings
and special events are the goal, while offering support and resources
to others.
You can be sure that no matter which direction Kate, the Floret Cadet,
goes, she will continue to infuse her passion for cut flower design with
those regular trips to the Original Los Angeles Flower Market.
Size
The Original Los Angeles Flower Market
vendors offer the freshest cut flowers for Kate.
Kate sets up for a bridal shower
Single/Annual Rates
1/4 page
$
175, $150 each
1/2 page
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400, $350 each
1 page
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600, $525 each
Cover
$
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.
Advertise in
The Bloomin’ News
Reach 6,000+ 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/ Wordpix • [email protected]
13
What’s Happening
Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.
All Summer
First and third Tuesdays AND second and fourth Tuesdays, 10 a.m.- Noon, Advanced ($90) and Beginning/Intermediate ($45) Floral Design classes, $90, with designer Del Langdale at A to Z Wholesale Floral Supply, Santa Ana, CA.
Email [email protected] or call 714 547-8237. Register two weeks in advance.
May
1
May Day
Lei Day in Hawaii
5
Cinco de Mayo
Flower Market Tour, 7 am to 2 pm, with floral designer Ray
Tucker. $25. Pre-register by May 4 by calling Descanso
Gardens at 818 949-7984 or email [email protected].
13
19
Mother’s Day
Flower Market Tour, 7-9 a.m., led by Flower Duet, $20. Call
310 792-4968 or email [email protected].
“Arranging with Tulips” class, led by Casey and Kit at
Flower Duet Design Studio in Torrance, 10 a.m. to Noon,
$90. Call 310 792-4968, email [email protected] or visit
Shop.flowerduet.com.
14
16
Flag Day
17
18–20
Father’s Day
19–21
International Floriculture Expo, Miami Beach Convention
Center, FL. See Floriexpo.com.
20
23
First Day of Summer
UCNFA Workshop for flower growers, covering insect
ID, scouting, spraying, resistance management; Monrovia
Nursery in Visalia/Venice Hills, 8:30 a.m. – 3 p.m., $45. Call
559 684-3320.
28
24
Memorial Day
June
2
Y O U
FO R
“Trendsetter: New Design Ideas for 2012/2013” with
Hitomi Gilliam AIFD at Teleflora’s Education Center in
Oklahoma City, $599/members. For details, see Myteleflora.
com or call 800 456-7890, x.6234.
Check our “All Summer” listings above.
July 12-16, 2012 – AIFD 2011 Symposium, Hyatt Regency in
Miami, FL. Don’t miss this “HOT” event. See Facebook.com/
AIFD.Symposium or AIFD.org or call 888 421-1442.
“Wedding WOW: Bouquets with Style” with Susan
Ayala AIFD PFCI at Teleflora’s Education Center in Oklahoma City, $599/members. For details, see Myteleflora.com
or call 800 456-7890, x.6234.
September 19-22, 2012 – SAF Palm Beach 2012, The
Breakers, Palm Beach, Florida. See Safnow.org.
San Diego County Fair, Del Mar. SDFair.com.
October 13-14, 2012 – Calif Flora 2012 at the Southern
California Flower Market, 755 Wall Street, Los Angeles.
Don’t miss this hot floral event right in our own backyard.
California Association of Nurseries and Garden Centers
– California Grown Show and Nursery Mart, Long Beach
Convention Center.
BOOKS
8–7/4
13
Flower Market Tour, 7-9 a.m., led by Flower Duet, $20. Call
310 792-4968 or email [email protected].
Save the Dates
Japanese Garden Inspired floral design for Bonsai workshop, led by Casey and Kit of Flower Duet at The Huntington Library, Art Collections and Botanical Gardens in San
Marino. Call 310 792-4968 or email [email protected].
3–6
SAF Growth Solutions 2012 – “36 Hours That Can
Change Your Future,” at the Crowne Plaza, Cherry Hill, NJ.
“Florist Tips and Tricks with Wire” class, led by Casey
and Kit at Flower Duet Design Studio in Torrance, 10 a.m.
to Noon, $90. Call 310 792-4968, email info@flowerduet.
com or visit Shop.flowerduet.com.
Armed Forces Day
24
San Diego County Farm Bureau “Farm Tour Day”. Call
760 745-3023 or email [email protected].
The Art of Giving Flowers by Callie Craumer
Callie Craumer has done the world a
favor by creating this sweet little guide
(5x8”) to choosing and giving flowers.
Illustrated with colorful flower drawings
by Fiona Kwan, the entire book can be
digested in short sessions if desired, or
in one reading. Its brief chapters make
a handy reference for flower colors and
meanings, special occasions and flower characteristics, arrangement design,
T H E B LO O M I N ’ N E W S Save the Dates
composition and basic flower care. The
final chapter shares results of studies
and how the presence of flowers positively impacts our attitudes, our lives.
It’s the perfect gift for someone else
and for one’s self. Available for $10.95
from Amazon.com, BN.com and other
online retailers.
Available for $10.95 from Amazon.com,
BN.com and Artofgivingflowers.com.
14
M AY – J U N E 2 0 1 2
Flowers can’t thrive
under these conditions.
Neither can florists.
Florists lose $500 million every year to drop-shippers.
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