a bi-monthly publication of the los angeles flower...

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. January – February 2012 • Volume 21 - Number 1

Casey Coleman Schwartz, left, and Kit Coleman Wertz, the

Flower Duet team

A Wonderful Duet:Casey Schwartz and Kit Wertz of Flower Duet

Story begins on page 6

Florist on the Move. Floral Fields expands in new home. See page 8.

Fresh New Flowers & Greens for 2012at the Original Los Angeles Flower Market!

The Merchants of the Los Angeles Flower Market

Street map above

A. Dalsol Orchid Warehouse . . . .213 614-1925

B. Floral Delivery Co-op . . . . . . . . 213 623.6974 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .213 387.1357

C. Paul Ecke Poinsettias . . . . . . . . 213 622.8667 December Only

D. See detail (above right)

E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514

F. Mellano & Company . . . . . . . . . 213 622.0796 Full Service

G. Mellano & Company Wholesale Florist . . . . . . . . . . . . 213 622.0796 Full Service

I. Dayro’s Wholesale . . . . . . . . . . . 213 623.4355

J. J. Dayro’s Certified Florist, Inc. . . . . . . . . . . . . . . . . . . 213 623.5239 Floral Supplies

K. Floral Supply Syndicate. . . . . . 213 624.3982 Floral Supplies

L. Moskatel, Inc. . . . . . . . . . . . . . . . 213 689.4650 Floral Supplies

M. Stamis Wholesale . . . . . . . . . . . 213 622.6770 Floral Supplies

N. Floral Prop Rental . . . . . . . . . . . 213 622.1700 Floral Supplies

O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041 Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353

P. LA Flower District Association (Badge) . . . . . . . . . 213 627.3696

Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867 Exotic orchids

Los Angeles Flower Market of the American Florists Exchange, Ltd.

1. JX Grand Tree Inc. . . . . . . . . . 213 833.0002

3. Imported Flowers from Paradise, Inc. . . . . . . . . 213 488.1443

4. Dan Stamis Wholesale . . . . . 213 622.6770 Greens

5. Blossom Valley . . . . . . . . . . . . 213 891.9320 Roses

6. G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050 Full Service

7. Dayro’s Wholesale . . . . . . . . . 213 623.5177 Roses & Cut Flowers

7A. Flower Salad . . . . . . . . . . . . . . 213 624.1974 Miscellaneous Cut Flowers, Greens

7B. Dayro’s Wholesale . . . . . . . . . 213 623.5177 Roses & Cut Flowers

8. H.O. Norman . . . . . . . . . . . . . . 213 614.1031 Floral Supplies

10. Tommy’s Flower Land . . . . . 213 622.1205 Roses

11. Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898 Miscellaneous Cut Flowers

12A. Kimura Plus . . . . . . . . . . . . . . . 213 488.1620

12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.806913B Roses & Carnations

13A. Adriana’s Wholesale . . . . . . . 213 624.0407

14. Choice Flowers. . . . . . . . . . . . 213 489.4879 Miscellaneous & Exotic Flowers

17. Stelzner Wholesale . . . . . . . . 213 891.1514 Miscellaneous Cut Flowers

18. Zavala Wholesale Flowers . . 213 488.0085

20. Cal Pom Pons . . . . . . . . . . . . . 213 623.6651 Supermarket Florals, Rose Petals & Roses

23, Mellano & Company . . . . . . 213 622.079633, 34. Full Service

24. Valle Wholesale . . . . . . . . . . 213 688.8810 Full Service

26. Gonzalez Wholesale . . . . . . 213 613.0756 Miscellaneous Cut Flowers

27. C&K Wholesale . . . . . . . . . . .213 327-0313

28. Ted’s Evergreens . . . . . . . . . 213 624.951029B. 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.. . . . . . . . . . . . 213 614.191537. Exotic Cut Flowers

39. Paraiso Flowers . . . . . . . . . .213 488-0376 Full Service

40. S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322 Miscellaneous Cut Flowers

42. Growers Direct . . . . . . . . . . .213 688-8805 43. Cut Flowers

44. Paradise Gardens. . . . . . . . . 213 488.5144 Full Service

45. Orchid Oasis . . . . . . . . . . . . . 213 627.3805 Orchids

50. Sanchez, Martin . . . . . . . . . . 213 629.4154 Fruit, Candy & Stuffed Animals

DEnlarged to showmarket 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.

Visit OriginalLAflowermarket.com forShopping Hours, Parking Info and More.

T H E B LO O M I N ’ N E W S 3 J A N – F E B 2 0 1 2

Cover Story: A Wonderful Duet 6 LA Flower Market Map 2People and Places 4Feature: Florist on the Move 8 Potpourri 10Roundabout 12Feature: Calif Flora in L.A. 13Feature: Bright Ideas 14Happenings/Calendar 16

ContentsThis newsmagazine is published bi-monthly by The Los Angeles Flower Market of

The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA

90014 • Internet: www.bloominnews.com. Subscription and advertising details at

BloominNews.com.

Los Angeles Flower Market of the American Florists’ Exchangewww.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 DirectorsAmerican 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 & InfoMaps, Tenants, Hours, the Season's Flowers and More can be found at

www.originalLAflowermarket.com

Editorial and AdvertisingPeggi Ridgway, Wordpix Editorial Solutions

5146 East 23rd Street, Tulsa, OK 74114

Phone 800 200-1101; FAX 918 743-1105; Email: [email protected]

Art DirectorMichael Wheary, Calypso Concepts

LAFD Association Member Badge ProgramFrank Reyes


www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696

Subscribe Your Florist FriendCalifornia florists and those actively working in the California floral and horticulture

industry are invited to join our mailing list at no cost. Subscribe at BloominNews.

com or fax your name, business name and address to FAX 918 743-1105. You can

also subscribe online to our email list to be notified when the PDF version of The

Bloomin’ News is available at BloominNews.com. Get the digital version at http://

bit.ly/laflower . You can slo text FLOWER to 42828.

Advertise in Bloomin’ NewsOur circulation is on the rise and we continue to hear from our readers – florists and

others in the floral industry – about their love of this mini-magazine. That’s good

news for our advertisers. Visit www.bloominnews.com or contact our editorial office

for advertising rates and details. Phone (918) 743-1103; email: [email protected].

Index to Advertisers

Bloomin’ News Goes Green . . . . . . . . . . . . . . . . . . . . . . . . . . Page 20

Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . Page 11

Los Angeles Flower District Badge Program . . . . . . . Page 17-18

Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . .

Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 9

Phil Rulloda School of Floral Design. . . . . . . . . . . . . . . . . . . Page 4

Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . Page 10

Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19

Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 12

It’s YOUR Flower Market!

More ThAN 90 YeArs’ of serVice

754 Wall Street, Los AngelesLAFlowerDistrict.com

www.OriginalLAFlowerMarket.com

A Wonderland of Quality, Freshness, Variety, Selection and Great Pricing

The Original Los Angeles Flower Market

From left, RoseMarie Castellano, Diane Mellano, Johnny Mellano, Battista (Batti)

Castellano and Robert (Bob) Otsuka. Missing is Michael Mellano Sr.

From left, Ann Quinn, Richard Gourd and Cathy

Zikakhis, at an earlier CSFA event.


People & Places

Mellano Family Honored

At “Calif Flora 2011,” held at the Original Los Angeles Flower

Market in October 2011, the California State Floral Association

honored the Mellano Family for their meritorious service,

leadership and exemplary contributions to the floral industry.

Robert (Bob) Otsuka, general manager of the San Francisco

Flower Mart, presented the awards to Johnny Mellano, Battista

(Batti) Castellano and Michael Mellano Sr (in absentia).

Otsuka narrated a picture presentation of the growth of

Mellano & Company over the years. Johnny and Michael grew

up working with their mother in the family’s Artesia flower

fields and helping their father at the downtown Flower Market

(American Florists’ Exchange). Brother-in-law Batti Castellano

is the company’s third partner, working with Michael Mellano

Sr at the farm operation near Oceanside. Although all three

have retired, they are still active in the business and the flower

industry, as are their children and grandchildren. Mellano

& Company has managed the Original Los Angeles Flower

Market for many years.

CSFA outgoing president Catherine Zikakis and executive

vice president Ann Quinn joined Bob Otsuka in presenting

the award and floral bouquets in recognition of outstanding

service to the flower industry.

CSFA Welcomes 2012 Board Californians elected to serve as officers on the California State

Floral Association board of directors include president Richard

Gourd of Mayesh Wholesale Florist, vice president Wilton Lee

CCF of Lee’s Berkeley Florist & Nursery and secretary-treasurer

Lee Burcher AIFD CCF CFD PFCI of Floral Design Concept.

New board members include Darlene Montgomery CCF

of Shasta College and Doug Dueker of Newport Wholesale

Floral. Continuing are past president Catherine Zikakis

of A To Z Wholesale Floral Supply, Anthony Alvarez AIFD

CCF CFD, Debbie Alvarez AIFD CCF, Carlos Cardoza, Paul

Furman, Karen Genoud AIFD CCF CFD, Kathe Hayden CCF,

Philip Rice CCF CFD, Miriam Somoano AIFD CCF CFD and

Catherine Stocker.

Richard Gourd Heads CSFA Richard Gourd of Mayesh Wholesale Florist’s Phoenix

operation, has been named President of the California State

Floral Association’s 2012 board of directors. Richard began

his association with the flower industry in high school with

involvement in The

Future Farmers

of America (FFA),

where he was

on a floriculture

team that placed

seventh of 35

schools. A frequent

floral design judge

for CSFA, FTD

and Teleflora, he

worked for San Lorenzo Nursery and for fourteen years for A

to Z Wholesale, where he was a buyer of flowers from across

the globe. For the last seven years, Richard has worked with

Mayesh Wholesale Florist where he says his “eyes were

Phil Rulloda’s Basic & Advanced Floral DesignExotics, European & Parallel,

Ikebana, Bridal & Party, Shop Ops, Pricing for Profit

2011CLASS SCHEDULE

Southern California School of Floral Design843 S. State College Boulevard, Anaheim, CA 92806

714 776-7445 or 800 981-7445 • www.philrulloda.com

Instruction Hours:Monday-Friday, 9 a.m. - 5 p.m.

Floral Designer Jan. 9 - 20, Feb 27 - March 9

April 9 - 20, June 4 - 15, July 9 - 20Sept. 10 - 21, Oct. 29 - Nov. 9

Advanced Floral Designer Jan. 23 - 25, March 12 - 14June 18 - 20, July 23 - 25Sept. 24 - 26, Nov. 12 - 14

Advanced Wedding DesignerJan. 30 - 31, March 26 - 27

June 25 - 26, Oct. 1 - 2

Special Events/Décor Designer Feb. 1 - 3, March 28 - 30June 27 - 29, Oct. 3 - 5

Permanent Botanicals Call for Dates

One Day Workshops Hand Tied – April 30, Oct. 15

Novelty – May 1, Oct. 16Holiday – Dec. 8


People & Places

Mae Lakia Chhim

opened to different and more unusual novelty flowers.”

Richard considers it an honor to serve as CSFA president.

Mayesh Names Majerik First Designer Spokesperson

Mandy Majerik AIFD PFCI, owner of Hothouse Design

Studio in Birmingham, Alabama, was named Mayesh

Wholesale Florist “Design Star” in October, following a two-

month-long contest between 37 designers to identify the

most creative, articulate and personable designer to represent

the company. Majerik was Alabama State Florist Association

Designer of the Year and has appeared in uBloom webisodes

and regional talk shows.

Top Ten Contest Winners Announced Mae Lakia Chhim, a Long Beach Community College student

sponsor, took home the honor of winning the 2011 “Top Ten”

floral design competition at the

annual California State Floral

Association “Calif Flora.” In second

place was Greg Lum AIFD CFD;

third place winner was Albert

Carranza, The Flower Shop at

Forest Lawn, Covina; Charlene

Park of Compani’s Flowers in

Costa Mesa, was honored with

the People’s Choice award.

Among the Top Ten finalists

were Suzie Bowen ASIFD CFD, Mission Hills Florist, San

Diego; Kathleen Castagnoli, Kat’s Creations Floral Design

in Costa Mesa; Ivana Royse CCF CFD, Bellflower; Lily Chan

AIFD, Freelance Floral Designer, San Francisco; Vanae

Rivera, Kaleidoscope Flowers, Santa Barbara; Benjamin Lee,

Edelweiss Flower Boutique, Santa Monica; and Charlene Park,

Compani’s Flowers, Costa Mesa.

The Top Ten commentator was Lee Burcher AIFD CCF

CFD PFCI of Floral Design Concepts and the competition was

sponsored by California Cut Flower Commission. The Top Ten

winner will represent CSFA in the Society of American Florists’

“Sylvia Cup” competition in 2012.

See our “Calif Flora” story for more details/pictures.

Floral Design Students Compete at CSFA The winner of the 2011 Calif Flora Student Design

Competition was Farnoosh Givehki of Mission College,

followed by Jamie Dunn in second place, from Golden West

College, and Thorne Lam in third place, also of Golden West

College. Vananh Bui, of Mission College, received the People’s

Choice award. The 21 students represented A To Z Floral Design

Classes, Cal Poly San Luis Obispo, Golden West College, Long

Beach City College and Mission College. Anthony Alvarez

AIFD CCF of Floral Phenomenon commentated the event.

SAF Welcomes New Board The Society of American Florists has welcomed its new

president Robert Williams II AAF PFCI of Smithers-Oasis

Company, and board and council members from across the

U.S. Californians include: Growers Council member Winfred

Van Wingerden of Maximum Nursery in Carpinteria; Board of

Directors and Growers Council member Lane DeVries of The

Sun Valley Group in Arcata; other Growers Council California

members are Donald Snow of Syngenta, Aromas; Patrick

Dahlson of Mayesh Wholesale Florist, Los Angeles; and Mike

Franzoia of California Flower Shippers in Mountain View.

Hank Maarse of Jacob Maarse Florist in Pasadena serves on

the Retailers Council.

Advertise in

The Bloomin’ NewsReach 6,000+ florists and others in the So Cal floral industry!Published January, March, May, July, September & November

More Details: www.bloominnews.comContact: 800 200-1101/Wordpix • [email protected]

Size Single/Annual Rates

1/4 page $175, $150 each 1/2 page $400, $350 each 1 page $600, $525 each Cover $800, $725 each

Guidelines & DetailsThe 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 sub-ject to change.

A WONDERA WONDER

6

omewhat like the album made by Ella Fitzgerald and

Louis Armstrong, Casey Coleman Schwartz and her sister

Kit Coleman Wertz make beautiful music together. Their

title, however, is not “A Wonderful Duet” but Flower

Duet, and their music is the melody of fresh, beautifully

arranged flowers.

Working from a spectacularly spacious, modern studio in Torrance

across from Lowe’s, the sisters follow a shared lifelong love of these

cut lovelies, instilled and encouraged by their parents, Walt and

Christine Coleman.

“From Summer bouquets to poinsettias, we grew up with flowers in

the house,” says Casey. Mrs. Coleman’s avid interest and study of floral

design along with Mr. Coleman’s encouragement and gardening, gave

flowers a place of honor in the family home. The family traveled from

their home in McLean, Virginia to feast their eyes upon exotic and

unusual plants and flowers at regional and international gardens. Kit,

Casey and Christine, all visited the Floating Flower Mart in Amsterdam

and toured gardens in Sweden, France, Italy and Scotland. They saw

white Liatris for the first time at Meadowlark Botanical Gardens in

Vienna, Virginia. In 2010, Casey and her father met up in Albuquerque,

New Mexico for the filming of five flower arranging segments for a PBS

“Creative Living” show. Their story was published in Bloomin’ News,

January 2011.

With a foundation in the appreciation of fresh flowers and a love

of good design behind them, sisters Casey and Kit went on to earn

college degrees: Kit, a bachelor’s in Mass Communication, focus in

Journalism, from James Madison University in Harrisonburg, Virginia;

and Casey, a Bachelor’s in Health & Human Services with a major in

Recreation Management, from Ohio University in Athens, Ohio.

And from college, life took them across the country and, in Casey’s

case, around the world. Casey holds the distinction of being the first

woman to steer the Queen Elizabeth II into New York harbor. That

unusual honor occurred during her career as a member of the ship’s

Cruise Staff, a position she studied and worked toward from the

moment she first entered college.

Casey worked on cruise ships for 12 years, starting as Cruise staff

and working up to Chief Purser, and this is where she came face to

face with the need to arrange flowers and to keep them fresh and

beautiful for the entire cruise.

“We would call to our home ports of Venice, Istanbul, Stockholm

and Singapore where the local florists would fill our many vases and

containers with works of art for me to keep alive for the next 7-10 days.

I would then break them down at the end of the cruise and see how

they had been put together. Then I was transferred to another ship in

the Caribbean where the flowers arrived in boxes and I was to be the

designer,” says Casey. “I visited five-star hotels around the world and

by PeggiCasey Schwartz & Kit

S

Kit’s marketing expertise is a huge bonus to the design team.

Kit leads a floral design class. “I visited five-star hotels and exa

BRIGHTIDEAS

7

examined their floral arrangements, I learned backwards and by the

seat of my pants.”

“Casey has always been creative and an organizer,” says Kit, Flower

Duet’s marketing expert, “and she has no fear. She’ll figure it out.”

Casey points out that those huge floral arrangements she designed

usually had to be taken apart and re-arranged and refreshed midway

through the cruise. She quickly learned she could not re-use the floral

foam, along with other design basics.

Yes, there’s life between cruises. Back in the United States after

cruises in China, Turkey and around the world, Casey delved into

floral design. One day, she and Kit paid a visit for the first time to the

(Original) Los Angeles Flower Market where they “were like two kids in

a candy store!” says Kit.

The sisters realized they could do the flowers for Kit’s upcoming

wedding to Greg Wertz, a fine artist and Flash developer, in 1997.

The reaction to their wedding work caught the attention of guests

who were Kit’s friends. “We started to take them to the Original Los

Angeles Flower Market and then back to my house to teach them how

to arrange with flowers,” says Kit. “Pretty soon, everyone was getting

married and wanted to hire us to do their weddings.”

Kit and Casey then took some design classes to learn some more

basics and techniques and in 1999, the two started Flower Duet with

a business model of “weddings and teaching flower arranging in a

fun environment.”

Since then, both sisters have taken a number of floral design

workshops and classes. Casey took classes with the Southern

California School of Floral Design in Anaheim and both women

constantly study design on their own, finding it essential to keep up

with trends and techniques.

The sisters teach private floral design lessons, flower parties, appear

as guest speakers to garden clubs and other groups, offer workshops

at their Torrance studio and at private venues in addition to offering

custom floral design services for weddings and all types of special

occasions. They also can be found offering group tours of the Los

Angeles Floral District each month.

Some unusual opportunities to showcase their teaching abilities

and floral design creativity have come to Flower Duet since the

company started in 1999. “We’ve taught a lot of celebrities and style

mavens in Bel Air and the Hollywood Hills,” says Kit.

After being featured twice on DailyCandy.com in 2006, Flower Duet

was bombarded with requests to throw flower arranging parties all

over the LA area as far north as Camarillo and as far south as Irvine.

“In 2007, we were called by The Huntington (The Huntington

Library, Art Collections & Botanical Gardens) to be the Floral Design

Instructors for their Continuing Education Department,” says Casey.

Continued on page 15

FUL DUETFUL DUETRidgwayWertz of Flower Duet

Creating floral designs aboard a 5-star cruise line gave Casey worldwide exposure to flowers and cultures preparing her for the Flower Duet venture.

Casey teaches a design class.

mined their floral arrangements.”

Floral Fields Expands It’s about time! That’s what Debbie Fields kept hearing from colleagues and clients as she moved (and expanded) her highly regarded small floral studio, Floral Fields, into a space twice its original size. Moving to a storefront retail location at 1713 West Magnolia in the heart of beautiful downtown Burbank was a big step for this experienced businesswoman and an opportunity to combine her passion, creative skills and twelve years of floral design experience. The award-winning shop moved in June, 2011. The new Floral Fields has two offices for

the partners, Debbie and her daughter Dana Walker. The studio includes a client meeting room to work through all the details, a large production area that allows for all the creativity that one could wish for, a walk-in cooler and a covered loading area that only fellow florists could appreciate. Just because Floral Fields has “moved on up to the east side” does not mean there will be any less of the individual attention that has been a company strong point for over a decade. Quite the contrary! This relocation has been in the works for some time, but the pieces all came together when Debbie’s daughter, Dana Walker, announced that she was joining forces with Debbie and making “Floral Fields ~ Weddings & Events” a family affair. With Dana concentrating on event coordination and the marketing aspects of Floral Fields, now Debbie has even more opportunities to share the company’s signature personal service. It’s a point of pride that Debbie personally works with every client and hand-picks every flower at the Los Angeles Flower Market, where regular shoppers and vendors recognize her quickly. Dana Walker, Debbie’s new partner, was destined to work with events at a young age. She started out coordinating high school fundraising events and soon progressed to high end corporate event planning. After graduating from the University of Colorado, Dana joined an award-winning, experiential marketing agency where she became an expert at bringing a brand to life. She now heads up Corporate Partnerships at Floral Fields, managing and leading the company’s marketing and advertising initiatives and Wedding Coordination (she just can’t leave her true passion for events behind). The creativity starts with the very first meeting between Debbie and client. If the bride/client has a solid vision of what they want, Debbie takes in the information and delivers a vivid recreation of what was held in the client’s mind. She’s equally famous for creating some of the most memorable events when all the client

knows is a color, or a vague concept. Somehow Debbie is able to take small tidbits of information and evolve them into the client’s dreams. One story that friends and employees like to bat around the studio when they are trying to describe Debbie’s amazing abilities is how she saved a total stranger’s wedding. Floral Fields was doing a wedding at one of their frequented venues. During some downtime the venue’s in-house coordinator came running to find Debbie. The florist for another wedding had not shown up, and the in-house coordinator was frantic. Debbie hopped into her van with some extra

flowers, sent an associate to the local market to buy more flowers and within an hour had created not only a beautiful bouquet for the bride but corsages and boutonnieres for the entire wedding party! We fully suspect that the miracles Debbie Fields is known for will only multiply now that she and daughter Dana are working together in a much larger creative space.

Floral Fields is looking for a Lead Designer. If you are interested, please email your resume to Dana Walker at [email protected] .

FLORISTON THE MOVE

Flower Market Shopper Makes a Big Move

8

TRIM

BLEED

Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25)Issue Date: December 2011Version: M&C_January(ValentineRoses)PRINTV2.ai

Advertiser: Mellano & CompanyContact: Bruce Brady (707.845.5665)

Agency: Tractor Design CoContact: Matt Warner (503.502.5168)

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.

www.mellano.com

766 Wall StreetLos Angeles, CA 90014

Toll Free 888-MELLANOPhone: 213-622-0796

Fax: 213-622-4942

5600 Avenida Encinas #20

Carlsbad, CA 92008Phone: 760-929-9677

Fax: 760-929-2871

6285 S. Valley View, Suite B

Las Vegas, NV 89118Phone: 702-893-1357

Fax: 702-792-9911

Hey!

T H E B LO O M I N ’ N E W S 1 0 J A N – F E B 2 0 1 2

Potpourri

Take the Bloomin’ News to Your Event We’ll gladly make free copies of the Bloomin’ News available

for your shop, event or design class. It’s always popular among

retail florists and design students. Email [email protected]

for details.

Join the Conversation onMoving Flowers Faster

In late November, the Los Angeles “Blogdowntown.com”

featured a story by Eric Richardson about the transportation

needs of imported flowers, quoting Jim Mellano and

others. Councilwoman Jan Perry believes the answer to

efficient movement of perishable products lies with Ontario

International Airport (owned by Los Angeles International

Airport). Perry introduced a motion asking the Airport

Department to report on how it might build the Ontario

facility into a hub for perishable cargo like flowers.

Free Trade Agreements Become Law On October 12, 2011, the U.S.-Colombia Free Trade

Agreement passed both the U.S. House and the U.S. Senate.

Later that week, President Obama signed that measure along

with the U.S.-Korea FTA and the U.S. Panama FTA into law.

The Colombia FTA makes permanent the duty free access of

Colombian imported flowers. California legislators and leading

Administration officials understand the adverse impact of the

FTA on California flower farmers and the importance of a new

California transportation and logistics center to help level the

playing field with Colombian competition. On October 31,

California Cut Flower Commission filed for a US-DOT TIGER

Grant to implement a consolidated floral freight facility. A

decision is expected by March.

SAF Introduces Business Resource Website Society of American Florists invites you to visit its totally

refurbished website where members can: subscribe to email

alerts on multiple topics, get ideas and contracts that have

worked for other florists, join groups, set up contacts, access

various resources, promote your products and participate in

people matching social media. It’s all new at SAFnow.org.

Go to Washington with SAF:Congressional Action Days

The Crystal Gateway Marriott will be the home base for

SAF’s Congressional Action Days, March 19-20, 2012, as

participants seek to make a difference for the floral industry

in a whirlwind visit with legislators. The first day offers

sessions on Washington politics and issues. The second day,

participants will board buses for the quick ride to Capitol Hill

where they’ll spend the day helping legislators understand

what’s important to their floral businesses. Find all the details

at Congressionalactiondays.com.

“Guarantee” on Life of FlowersAffects Buying Decisions

Results of a new study for the American Floral Endowment

say 76 percent of study participants indicated a longevity

guarantee on flowers would impact their purchasing decisions.

The experiment results for participants purchasing the floral

arrangement show they will pay three percent more if it is

guaranteed compared to the same arrangement with equal

longevity but no guarantee. Compared to flowers lasting five to

seven days, participants will pay seven percent more for flowers

that last eight to ten days, and seventeen percent more for

flowers lasting eleven to fourteen days. Download full reports in

the Public Benefits Reports section at Endowment.org.

AFE Gleans $275,000 in Donations The American Floral Endowment’s annual fundraiser

in September 2011 welcomed the gift of $250,000 from

Herman and LaDonna Meinders, to be used to create AFE’s

first unrestricted named fund. Herman Meinders, a long-time

Sell Your Shop Faster and for the Highest Price Possible!

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Potpourri

supporter of AFE, founded American Floral Services, which

merged with Teleflora in 2000. The Herman and LaDonna

Meinders AFE Fund will provide assistance for the industry’s

most critical needs. In addition, the Phillip family surprised AFE

with an additional $25,000 donation to the James and Helen

Phillip Scholarship, from Russ Phillip, fulfilling his commitment

to AFE’s Heritage Circle.

Valentine’s Day:So Much More than Red Roses

Last year, FTD reported the

most ordered flowers for

Valentine’s Day were: Roses

(99 percent); Alstroemeria

(81 percent); Carnations (79

percent); Lilies (75 percent)

and Gerbera Daisies (70

percent). Customers tied in

their choices of colors, at 32

percent each red and red/pink. Thirty-eight percent of florists

said that 50 percent of their Valentine’s Day orders were

specifically for “a dozen roses.”

VFN Offers Marketing Financing VIP Florist Network has received funding from an investor

to subsidize local florists in participating in VFN’s marketing

program. The funds subsidize six months of licensed

marketing training for independent florists using New

Customer Acquisitioning to offset direct customer losses

caused by order gatherers, etc. The $2,000 cost for licensing

and maintenance for six months will be funded for the first

50 florists that qualify. For more information, contact Doug

McCrea at [email protected] or call 410 842-3081.

Same Sex Weddings a Boon to Florists Harvard Business Review’s The Daily Stat reports results of

a study by The Williams Institute at the UCLA School of Law

which indicate that same sex couples in five New England

states spent $94 million on wedding-related activities within

the first year after their states legalized same sex marriages.

The State of New York legalized same sex marriages in mid-

2011; its spending is expected to be more than $100 million.

Florists report that same sex weddings are simpler affairs and

are not typically booked a year in advance.

What’s the “Deal”? Groupon.com, LivingSocial.com and other daily deal

websites are realizing substantial success by partnering with

vendors such as local retail flower shops, hotels, cafes and

restaurants, home service companies and others to offer

discount coupons. Florists have had only mixed results; other

businesses, such as a Los Angeles area photography class

instructor, have sold hundreds of half price coupons, building

loyalty among those who redeemed their coupons.

Setting the Record Straighton Florists For Change

In our November 2011 issue, we inaccurately

reported that the new organization, Florists For

Change, was under the Society of American

Florists’ umbrella. Florists For Change, Inc. has

no parent or affiliated organization beyond its

regular and associate members, none of whom

are SAF employees or representatives. In addition,

Florists For Change, Inc., which has applied to be

recognized as a tax-exempt 501 (c) (6) not-for-profit

corporation, is not currently considering a florist-to-

florist transmission system. For more details, visit

Floristsforchange.com.

Sweepstakes winner “Birds and Bees”

was designed by Charles Marder

and modeled by Susan Fekety.

Over 100 Years of History of the Southern California Flower Industry

Send check payable to American Florists’ Exchange to: AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.

Also available at the main entrance of the Original Los Angeles Flower Market, 754 Wall Street, Los Angeles.

SENDING FLOWERS TO AMERICA

$5600 (includes shipping) Each

AGreatHolidayGift!

A rare peek into the lives of early florists and flower growers who paved the way to today’sfloral industry. A rich history of a passing era.


Roundabout

Ecke Ranch in Encinitas held its annual Poinsettia

Trial Open House (for the industry) from November 28 to

December 2, attracting visitors to the company’s Design

Center programs, 2012 Trial Varieties and their Brightest

Stars. The elegant Poinsettia was the star of the show.

In October, floral design students at Golden West College

in Huntington Beach got a highly credentialed instructor

through the college Artist-In-Residence program. Featured

was Kenny Snauwaert AIFD CFD, Floral Supervisor at the

Bellagio Resort in Las Vegas and Creative Director with

Kenneth Snauwaert.com, with the Student AIFD program as

sponsor.

Mina Asadirad, of Mina Flower Design and Mina

Wholesale Flowers, moved in Fall 2011 from her location

on East Edinger Street in Santa Ana, just six blocks east. The

new location at 1918 East Edinger is more spacious, has a

large cooler, convenient loading area, showroom frontage

with much more visibility and is just west of the 55 freeway.

In addition to wholesale and floral arranging for weddings,

Persian New Year and other events, Mina conducts floral

design classes. For details, see Minaflowerdesign.com or call

714 836-9600.

ResoluTioNs: In One “Year” and Out the Other? or Opportunity for Retail Success?

Author Carolyn Howard-JohnsonOffers Powerful Ideas for You

Start 2012 with fresh ideas, commitment, a revitalized marketing plan and a positive outlook for your floral busi-ness. First, resolve that you will not be one of those designers or floral shop workers who, like 56 percent of us (Gallup poll), are following orders but are disengaged for most of the workday.

In her book, A Retailer’s Guide to Frugal In-Store Promo-tions, author/retailer Carolyn Howard-Johnson says local, regional and national events set a great stage for re-tail promotions. Take the Lakers as an example. Who would not want a Lakers T-shirt when the Lakers are setting records for the season (one can hope, right)? How about a Lakers coffee mug or a Birthday arrangement with

a Lakers theme for a sports fan? Or the Dodgers, Angels, World Series or other sports. Work on this in advance and sign a licensing agreement. Merchandise-driven promotions also extend to other major events, box-office top movies, etc., opening up opportunities to sell collectibles along with flowers following popular themes. These collectibles attract people to your shop. Howard-Johnson also suggests in-store events that be-come weekly observances, like Thursday ladies’ day, free flower Friday, Tuesday door prize day, tea and cookies (or whatever) on Wednesday. Your shop becomes known for its daily promotions as people remember them (with ex-terior signage and email reminders). You get to move slow-moving merchandise and arrangements at regular prices. Finally, consider your store’s own special days – the tenth anniversary in business, the anniversary of your move, or the fifteenth anniversary of your floral designer, or a special open house to celebrate your attaining the Cali-fornia Certified Florist (CCF) or American Institute of Floral Designers (AIFD) award designation. Play it up. It’s all good. Party every chance you get. Invite custom-ers, those on your mailing and email lists and Facebook fol-lowers. Make it a big deal. Grab attention and sell flowers!

For more ideas, check A Retailer’s Guide to Frugal In-Store Promotions today at Amazon.com or Howtodoitfrugally.com for $17.95.

ResoluTioNs:

Wordpix SolutionsContact Peggi Ridgway

800 200-1101 / [email protected]

The Right Design for Your Website, Newsletter, Book

or Company Manual

BuSineSS DeSign SinCe 1989

PRODuCeR Of The BlOOMin’ newS

ON THE MOVEFlower Market Shopper Makes a Big Move At the Original Los Angeles Flower Market, the

weekend of October 8-9, 2011 was characterized

by the exuberance, talent and activities of floral

designers at all skill levels – from students and

credentialed designers to the experts and gurus

of the biz. This unique combo, surrounded by

spectacular floral arrangements and designs-

in-progress, instilled energy and life into the

wholesale marketplace.

Saturday’s educational sessions featured

instructors Anthony Alvarez AIFD CCF, Michi

Burrell AIFD, CFD, Roslyn Dodds AIFD CCF CFD,

Del Langdale and Darlene Montgomery CCF

addressing aspects of contemporary design and

techniques. The California Certified Florist exam

was held on Saturday.

On Sunday, after the exciting Student Competition

and Top Ten Design Competition (see People

section for more), Alex Jackson AIFD PFCI

presented a “Wedding Reception” design show.

Rene van Rems AIFD CCF CFD PFCI treated the

audience to a lively Wedding Floral and Fashion

showcase, complete with exquisite wedding gowns

modeled by Amanda Farris and daughter Tyla

Farris (daughter and granddaughter of Tony and

Debbie Alvarez), Kattey Haislip, Ania Norwood

CCF and Cindy Pham.

The event also included a trade show, New Varieties

display of 24 flowers from California growers

(California Pajarosa Floral’s “Rosa spp Baroness”

took the People’s Choice award), and a Silent

Auction.

Catherine Zikakis, CSFA president, convention

co-chairs Anthony Alvarez and Debbie Alvarez,

sponsors and committee chairs and members are

to be commended for an excellent Calif Flora 2011.

California State Floral Association Brings Calif Flora

to Los Angeles

1 3

1. Hold seasonal events. Ladies Night, an Easter

Decorating Event, a Do-It-Yourself Flower Arranging

Class, a Bridal Fair. Play music, serve refreshments, offer

a discount on a selected item and sell flowers.

2. Get involved in a community event: The mayor’s

annual prayer breakfast, Earth Day, the Chamber’s

holiday auction or taste-of-the-town. Have business

cards and promotional cards ready.

3. Offer a coupon for half-off at Groupon.com, Living-

Social.com, Bloomspot.com and others. Your offer, like

others, will only be displayed for an hour or two. Most

offers draw dozens of people or more.

4. Consumers are seeking discounts and bargains

more than ever. Offer coupons through your website

and at your sale counter.

5. Start a Frequent Buyer program to incentivize

customers to keep coming back. Print membership

cards or provide membership numbers for tracking.

6. Retail flower shops are the shop of choice for

Valentine’s Day, Mother’s Day, funerals and weddings.

Stock up on gift items for those special occasions. Train

customers to think of your shop as a source for a variety

of merchandise.

7. Direct mail still works. Design a Do-It-Yourself

postcard online at 123print.com or Vista.com, the

easy way to communicate and be remembered by

customers.

8. Every month, send a welcome card to every person

who received flowers from your shop during the

past 30 days. Says Cherry Blossoms owner Cherrie

Silverman AIFD, it “Works like a charm.”

9. Hold a flower photo contest with a theme (Easter,

children, grandparents, back-to-school, etc.). Deliver

a floral arrangement to the winner and send the con-

test and winner information to the local newspaper.

10. Make your shop available for lunchtime networking

and civic groups to use as a meeting place. SAF can

help with a press release.

11. Sponsor a How-to-Plan-Your Wedding Flowers

class or a Do-It-Yourself floral arranging workshop.

Your students will become your customers.

12. Get on a newspaper lifestyle reporter’s radar for an

upcoming holiday (Valentine’s Day?) by letting them

know you’ve got the numbers/stats. Check SAF’s

Valentine’s Day Resource Center.

12 Great Ways to Grow Profits in 2012

BRIGHTIDEAS

Our thanks to FloristsReview, Floral Management and the SAF weekly e-Brief for the inspiration and continuing flow of new ideas for retail florists.

FUL DUETFUL DUETWertz of Flower Duet

A WONDERA WONDERCasey Schwartz & Kit

“I visited five-star hotels and exa15

A Wonderful Duet Continued from page 7

That call led to Kit and Casey giving

regular teaching sessions for floral design

beginners to advanced level designers,

including children at The Huntington.

Flower Duet ensures each class is inspired

by a theme of a garden on the grounds

such as a Protea and Kangaroo Paw design

inspired by the Australian garden or an art

exhibition.

“Seven and eight-year-olds are amazing

flower designers,” says Kit, of some of their

younger Huntington students. “The boys’

designs are orderly and they make sense.

But there are no ‘rules’ for them and they

do exciting designs.”

The pair often makes a stop at the

Original Los Angeles Flower Market on

their way to giving Saturday classes at

The Huntington. “It’s that ‘Just in time’

(Also called the ‘JIT production strategy’)

approach,” says Kit, familiar with the lingo

of the large manufacturing entity from her

marketing experience at Toyota.

Kit’s background in Internet marketing

(search engine optimization, pay-

per-click, social media, mobile apps,

YouTube, etc.) combined with both Kit

and Casey’s creativity and teaching make

their presentations and their business

partnership a winning combo. From their

DVD on centerpiece arrangements to

their YouTube video on wiring succulent

arrangements for hand-tied bouquets to

client arrangement pictures they post on

their website, they work in harmony, in A

Wonderful Duet.

Flower Duet on Weddings The secret to pulling off the wedding

successfully? “Be organized and plan

ahead.” Flower Duet has created custom

flowers for weddings throughout Southern

California and beyond. Their reach has

encompassed all points between Santa

Barbara and Point Loma and on the East

Coast from Connecticut to Maryland to St.

John, USVI.

Part of Flower Duet’s wedding quote

includes a private tour with the bride (and

often her entourage) of the Los Angeles

Flower Market. “We get to know the bride,

identify a focal point for flowers, cross

things off the list, add to the list,” says

Casey. “We take pictures and upload them

to the client’s page on our website.” The

result is a happy bride who never says she

did not get what she requested.

Kit and Casey have vastly different

styles of design. Kit is the master of the

pavé, compact look, where Casey likes to

make positive use of the negative space,

introducing a more airy look. However, the

pair says they can mimic each other’s style

easily to please a custom client.

“This is a winning combination when

working with the varied tastes of all clients

who walk through the door. We can

assure them that we can do whatever they

request,” says Kit.

Flower Duet produces a monthly newsletter for the flower enthusiast and often features the Original Los Angeles Flower Market. You’ll find them online at: Flowerduet.com; Facebook.com/flower-duet; and on Twitter: @flowerduet.


What’s Happening

New Year’s Day 2012

Tournament of Roses parade, football champi-onship and related activities, Pasadena

Post-Rose-Parade Showcase of Floats, 9:00 a.m. to 5:00 p.m., $10, Sierra Madre Boulevard and Washington Street, Pasadena. Call Sharp Seating at 626 795-4171 for tickets.

Valentine Boot Camp: Plan, Organize and Profit from the Holiday! Online webinar by SAF. Call 800 983-6184 to reserve a spot.

Martin Luther King, Jr. Day

CCFC Annual Business and Progress Report Meetings in Watsonville (location tba), Carpinte-ria (Rincon Beach Club) and Fallbrook. Call (916) 441-1701 or email [email protected].

Meet the New Roses with hybridizer Tom Carruth, who has created more All-American Roses than any other living hybridizer. The King of Roses presents an illustrated lecture in the Rose Pavilion at Descanso Gardens, La Canada Flintridge, 11 a.m. Free with admission.

Chinese Garden Inspired floral design class by Kit Wertz and Casey Schwartz of Flower Duet at The Huntington Library, Art Collections & Botanical Gardens, demonstrating the making of a Chinese New Year arrangement using traditional flowers and greenery. Adult class 10 a.m. Kids (ages 7 to 12) class 1:00 p.m. Call 310 792-4968 or email [email protected].

The Special Event, Tampa, Florida – for event professionals. Tampa Convention Center. For details, see Thespecialeventshow.com.

Los Angeles Flower District tour with Casey and Kit of Flower Duet, followed by an (optional) workshop for an additional fee at the Flower Duet studio in Torrance. Call 310 792-4968 or email [email protected].

Succulents (floral design) class, Flower DuetDesign Studio, 2675 Skypark Drive, #205,

January1

2

2–3

10

16

17–19

21

24–27

28

2

4

5

14

15–18

17–26

20

21

22

25

Torrance. $90. Call 310 792-4968 or email [email protected].

Groundhog Day

Camellia Walk & Talk, 10:30 a.m.; Noon; and 1:30 p.m. with camellia horticulturist Wayne Walker at Descanso Gardens, La Canada Flintridge. Free with admission.

Super Bowl Sunday

Valentine’s Day

SAF Pest and Production Management Conference, Rosen Plaza Hotel, Orlando, FL.

Riverside County Fair & National Date Festival, Indio

Presidents’ Day

Mardi Gras

Ash Wednesday

Los Angeles Flower District tour with Casey and Kit of Flower Duet, followed by an (optional) workshop for an additional fee at the Flower Duet studio in Torrance. Call 310 792-4968 or email [email protected].

Tropical (floral design) class, Flower Duet Design Studio, 2675 Skypark Drive, #205, Torrance. $90. Call 310 792-4968 or email [email protected].

July 12-16, 2012 - AIFD National Symposium “Caliente”, Hyatt Regency, Miami, Florida

September 19-22, 2012 – SAF Palm Beach 2012, The Breakers, Palm Beach, FL

February

Save the Dates

Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.

Who can become a member?Membership in the Los Angeles Flower District Association is open to florists, floral-trade related businesses, and to vendors who hold valid, proper and legal resale certificates.

What are the program’s benefits?

Direct benefits from the program include wholesale only shopping during wholesale hours to provide better shopping conditions for the trade, free validated parking during market day wholesale hours, and faster service due to a uniform record keeping system of resale numbers.

What are the fees to register?Membership Fees are $30 for a 1 year membership (Year 2012) or $50 for a 2 year membership (Years 2012 & 2013). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00 each. 2012 membership badges will expire on January 1, 2013 and fees will not be prorated later in the calendar year.

What if i forget my badge?A “Temporary Pass” is available at the main entrance (754 Wall Street) to registered members of the Flower District Association / Badge Program who forget their identification.

What are the market hours? Trade/Wholesale Only Hours are:

Monday, Wednesday and Friday 2:00 a.m. to 8:00 a.m.Tuesday, Thursday and Saturday 5:00 a.m. to 6:00 a.m.

Non Trade/Public Hours are:

Monday, Wednesday and Friday 8:00 a.m. to 12:00 noon ($2 admission)Tuesday and Thursday 6:00 a.m. to 11:00 a.m. ($2 admission)Saturday 6:00 a.m. to 12:00 noon ($1 admission)

how does this program affect the parking situation?There is FREE PARKING FOR TRADE BADGE HOLDERS ONLY. Parking is validated for Trade badge holders at the main entrance to the Los Angeles Flower Market (754 Wall St.) on Mondays, Wednesdays and Fridays during wholesale hours only. Note: Registered members shopping during public hours will be required to pay for parking.

how carefully will this program be monitored?There are approximately 10 security monitors checking for membership badges at the various entrances to the markets. To ensure the program’s continued success, we ask for all Flower District members to please remember to wear your 2012 badges. Although we realize the program is not by any means foolproof, please remember that this is a program subject to all the positives and negatives of building a foundation from the ground up.

how do i become a member of the Badge Program?Fill out the Membership Application form and resale card completely and submit both items along with member-

ship 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 Program2012 Membership Information • www.laflowerdistrict.com

1. Business Owner’s Name: (Print Clearly) ___________________________________________________________________________

2. Home Address: _______________________________________________________________________________________________

City _________________________________________________________________________ State ________ Zip ______________

3. Home Telephone _____________________________________________________________________________________________

4. Business Name _______________________________________________________________________________________________

5. Business Address _____________________________________________________________________________________________

City _________________________________________________________________________ State ________ Zip ______________

6. Business Telephone ___________________________________________________________ Fax # __________________________

7. E-Mail Address _______________________________________________________________________________________________

8. Type of Business:

o Retail Florist o Wholesale Florist o Interior Decorator o Caterer o Other (specify): _____________________________

9. Resale Certificate Number from California State Board of Equalization:

____________________________________________________________________________________________________________

Note: Your membership will not be processed and there will be NO cash refunds or credit in the event the California State Board of Equalization reports back that

your Resale Number as Invalid or Closed.

10. Signature of Applicant _________________________________________________________________________________________

11. Names of individuals as you want them to appear on your badges (optional):

Badge 1. _________________________________ Badge 4. _______________________________________________

Badge 2. _________________________________ Badge 5. _______________________________________________

Badge 3. _________________________________ Badge 6. _______________________________________________

Please check o membership period:

o $30.00 - 1 Year Membership (Year 2012 only) o $50.00 - 2 Year Membership (Year 2012 and 2013)

Fee Amount Enclosed: $ __________________ Date: __________________ o Check o Money Order o Cash

Please make checks payable to: LAFDA. Enclose: (1) photocopy of your California State Board of Equalization Resale Certificate, (2) completed application and resale card, (3) payment.

Mail documents to: Los Angeles Flower District Badge Program, 766 Wall Street, Los Angeles, CA 90014Please 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

L.A. Flower District Association /Badge Program2012 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2012)

($3.00 extra)

($3.00 extra)

($3.00 extra)

($3.00 extra)

They steal your customers.They pilfer your profits. Talk about an ugly floralarrangement.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

FM3137_BloominNews_MarApr_F.indd 1 2/5/10 4:02:23 PM


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