march 2011 floriology

March 2011

E X P R E S S I O N S O F F L OW E R S ®

OWNER’S CORNEROWNER’S CORNERLARRY HAMMACK AND

GREG BROWN, , ,ARE ATLANTA’S GREEN FLORIST

MARKETINGMARKETINGWEDDINGS PERSONALIZED FAVORS

TRENDSTRENDSSPRING BRIDAL SEASON IS HERE

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Mark Nance, AAFPresident, BloomNet

PUBLISHER

BloomNet, Inc.www.MyBloomNet.net

(866) 256-6663

SENIOR EDITOR

Lisa Carmichael

MANAGING EDITOR

Fred Russell

ASSOCIATE EDITORS

Len Vermillion, Megan SullivanNicole Gandini

ART DIRECTOR

Shane Hickey

CONTRIBUTING WRITER

Mike Pucci

EDITORIAL CONTRIBUTORS

Ted MarloweJerry Rosalia

floriology is published monthly byBloomNet, Inc.

Printed in the United States, Copy-right 2011. All rights reserved. Nomaterial contained herein may bereproduced without the consent ofthe publisher or editor. Permission toreproduce portions of this publicationshould be obtained through Bloom-Net, Inc. Publications.

All statements are those of the per-son making the statement or claim.The publisher does not adopt anystatement or claim as its own and anystatement or claim does not necessar-ily reflect the opinion of the publisher.

Although published material is intend-ed to be accurate, neither floriologynor any other party will assume liabil-ity for loss or damage as a result ofreliance on this material.

Opinions expressed are not necessar-ily those of BloomNet, Inc.

Annual Subscription Rate is $71.88 (plusapplicable tax) in U.S. and Canada.

4 Industry InfoFlorists report double-digit Valentine’s sales increases.

5 By the StatsWedding experts share their suggestions for Spring 2011.

6 Out & AboutCustom vehicle wraps create billboards on wheels.

7 New ProductsContainer recycling to natural materials for eco-friendly brides.

8 design center: On the EdgeGreg Brown, AIFD, CFD, incorporates his strong values as anenvironmentally conscious designer.

10 Owner’s CornerFor Greg Brown and Larry Hammack, being “green” is thedriving force in running their business.

12 design center: Back to BasicsTed Bruehl, AIFD explains how pattern is a less familiar yetimportant element of floral design.

14 MarketingIdeas for wedding favors that can grow your business.

15 InitiativesTwo American floral designers were up to the challenge of aHong Kong wedding.

15 InnovatorDeborah Johnson-Romero brings joy to new parents withcustom billboards.

16 Neighborhood CornerLisa and Jeff Thornburg’s onsite chapel is a one-stop-shopfor weddings.

WHAT’S INSIDEV O L . 2 N O . 5 | M A R C H 2 0 1 1

>>>Cover image is fromthe New BloomNetSelection Guide.

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UP FRONT

IT’S NOT EASYBEING GREENYou may recognize the above quote from a famous frog we allknow and love. Although Kermit was likely describing the challengesof his own Sesame Street world, the notion certainly holds true thatbeing environmentally responsible in the real world is also not easy.

Everyone talks about “going green” these days and it seems to bea message that is resonating with all facets of our life and certainlywithin the floral industry. It just makes sense. We need to save notonly for today but also for tomorrow. But at what cost? Is the flower-buying public prepared to pay a premium? As you’ll read in thisissue of floriology, one of the keys involves educating your customers about thevital importance of choosing eco-friendly floral containers and recycling them. Forexample, they may not know that nearly all glass vases are 100 percent recyclable.

Yes, it does cost more to conserve and to buy from companies that are con-scious about the environment and are taking strides to ensure sustainability.Furthermore, it can take a little bit of effort to convince customers that recyclingtheir vases can make an ecological difference. However, sadly, we seem to becaught between doing the right thing and what is easiest.

Over the Valentine’s holiday, I was in a flower shop that is arguably one of thevery best in their area. The owner is a “Boomer” and is very, no, highly concernedabout what is being left behind for his children and grandchildren. He has gone togreat lengths to ensure that his floral operation is as environmentally friendly andsustainable as it can be. He talks a great deal about his shop’s carbon footprintand has done the research to understand what his cost is to be green.

The bottom line is, as floral professionals and more importantly as global citi-zens, we are all accountable for the future of the planet. As we enter the Springseason, a time of regeneration, it’s a great time for each of us to renew our com-mitment to ecological practices.

Mark Nance, aaf | President

THE COFFEE POT

WHAT’S ON TAP

“I especially enjoy the articles written by actualdesigners, instructors, mentors, and owners whoconvey their passion, thoughts, emotions, andideas in unique ways that I, also a passionate de-signer and store owner, can appreciate, absorb,and understand. We get their direct viewpoints.”

❋ JEANNE SMICZAK ~ Back to the Fuchsia,Saugatuck, Mich.

“[floriology] does a lot; mostimportantly it conveys the industryevents across the country, not justregionally.”

❋ DEANA GREES ~ Wesley Berry,West Bloomfield, Mich.

● Wisconsin & UpperMichigan AnnualConventionMarch 26-27Waukesha, Wisc.

● Kansas StateSpring ShowMarch 27

● NiagaraInternationalSymposiumApril 3Fort Erie, Ontario

● Floriology InstituteBasic Principles &Elements of Design❋April 4-8Jacksonville, Fla.

● Earth DayApril 22

● EasterApril 24

● AdministrativeProfessional’s DayApril 27

● Mother’s DayMay 8

❋ Visit www.MyBloom-Net.net to findindustry links, floraltrade shows andevent dates! Youcan also find us onFacebook atwww.facebook.com/bloomnet.net

❋ Editor’s Note We always encourage all florists to submit ideas they haveimplemented into their business or marketing plan so we can share them with therest of the floriology community. Submit your feedback to [email protected]

Please enjoy our“Green” IssueJoin over 1,000 florists whohave joined BloomNet’s“Florists for Forests” program.For questions or to opt out ofreceiving the paper directory,email [email protected].

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INDUSTRY INFO AWARDS, SHOWS, ADVOCACY

SURVEY

CUPID’S GOOD DAYFlorists report double-digit Valentine’s sales increases.

TRENDS

FRESH FORUMIndustry expertsshare the latest trends.

On January 29 nearly 100 floristsgathered at NAPCO headquar-ters in Jacksonville, Fla., forBloomNet’s third Fresh Forumevent. The forum, which is free for

all florists, featured four presentations on merchan-dising trends, design, care and handling, and marketingbest practices. “As an extension of The Floriology Institute, weare dedicated to supporting education and bringing togetherbest-in-class industry experts to talk about the latest trends andinformation to help retail florists run their business more profit-ably and efficiently, “ says Lisa Carmichael, vice president ofmarketing and business development at BloomNet.

By partnering with such reputable businesses as Chrysal,Smithers-Oasis, Wedding Wire and Fitz Design, the Forum givesattendees access to great information and products without

leaving their seat. “The meetings were very informative; in factI’ve implemented some of the design techniques from Brita’sprogram into our arrangements,” says Nancy Skorski, designerat Miss Daisy’s Flowers & Gifts in Leesburg, Fla. “The whole

experience is so positive and the BloomNet and NAPCO staffare very accommodating.”

“BloomNet is focused on building relationshipsfirst, and doing business second,” Lisa adds. “Notonly is the forum a place for sharing best prac-tices that retail florists can leverage in operatingtheir shop, but it’s a wonderful way for florists to

network with one another, share ideas and meetnew friends.” It also offers a relaxed environment for

shoppers to browse the new collections for Fall, Holi-day and other best selling items in the NAPCO showroom.

Though the Jacksonville facility is a great setting, BloomNet istaking Fresh Forums on the road. “We had our first Fresh Forumin Las Vegas in March and we will be bringing the events outacross the country,” Lisa says. “We’ll be in Chicago this summeras well as Napa Valley, Ohio and in New York before returningto Jacksonville.”

Make sure you “fan” us on Facebook: www.facebook.com/bloomnet.net or check “What’s on Tap” in floriology.

Has the economy finallyturned? It seems the answeris yes or at least maybe,underscored by positive

feedback received by the Society ofAmerican Florists in a post-Valentine’ssurvey SAF sent to florists, wholesalersand growers.

The survey was e-mailed February15, 2011, and the vast majority of retailflorists — 84 percent of approximately450 respondents — reported salesincreases for Valentine’s Day as com-pared to last year. “I am encouragedby this year because I like to thinkconsumers feel flowers are an afford-able luxury. I don’t think we are out ofthe challenges of a sluggish economy,but I do think those who are employedare beginning to open their wallets,”says Peter J. Moran, CEO of SAF.

“It was fantastic, we were up 35 per-cent from a year ago,” says Adam Sholes,owner of The Black Opal Florist in North

Attleboro, Mass. “Customers bought alot of roses, a lot of mixed arrangementsand a lot of chocolate.”

Also excited about results for thispast Valentine’s Day is Jody Brown-Spivey, AIFD, owner of ExpressionsFloral Design in Columbus, Ohio.“My preliminary numbers were up 38percent versus 2010,” she says. Fur-thermore, Jody anticipates the upwardtrend in her sales will continue. Whencontacted at the end of February byfloriology, Jody reported that her salesnumbers for the month showed a 46percent increase compared to last year.

Not to dampen the good news, but it’simportant to note that this year Valen-tine’s Day fell on a Monday in contrast tolast year’s Sunday holiday. And Sunday istraditionally the poorest day of the weekfor retail Valentine’s orders, so increases insales were expected for 2011.

Nonetheless, here are some morepositive findings from the SAF survey:

❋ The average increase for Valentine’sDay reported by retail florists wasapproximately 22 percent.

❋ 79 percent of the 34 wholesalerswho responded reported gainsversus a year ago, as did 76 percentof growers who responded.

❋ The average sales increase was ap-proximately 11 percent for wholesal-ers and 17 percent for growers.

CONGRESSIONALACTION DAYSLet your voice be heard!

❋Stay tuned for an in depth look intothe 31st annual Society of American

Florists Congressional Action Days inWashington, D.C. You can make a differ-ence! For info, visit www.safnow.org.

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WEDDING TRENDS BY THE STATS

by Mike Pucci

Marriage CounselingWEDDING EXPERTS SHARE THEIRSUGGESTIONS FOR SPRING 2011

❋What are your marketing plans for this spring’s bridalseason? E-mail us at [email protected].

What color schemes will be hot?

❋David’s Bridal: Contemporary black and white mixes, vibrantbrights, and the newest hues...muted lavender iris, blue malibu,key lime green and vibrant sunbeam yellow.❋WeddingWire: Pantone (www.pantone.com) selected “honey-suckle,” the vibrant, red-hued pink, as the 2011 Color of the Year.Honeysuckle will pop against sage greens and plums next to creams,while peach and gold will surge against more muted mints and teals.

What can florists expect to hear from brides-to-bein terms of wants and desires?

❋The Occasions Group: Brides willbe looking for a custom look thatfits their budget. And brides will beasking florists for ideas on how theycan set the tone of their wedding withflowers...such as sophisticated, ca-sual, traditional and vintage. Brideswill be looking for how to display andarrange flowers that are unique to herwedding.❋Wedding Wire: Florists should beprepared for anything this Spring asthe avenues for inspirations are soplentiful. Social media like Facebook,Twitter and a bounty of blogs haveafforded couples increased access toideas. Therefore, many couples willhave very specific requests, while oth-ers will need the florist’s professionalguidance and vision.

Any tips for florists inworking with brides and weddingfloral planners?

❋Cenflo Publications: Brides want tobe pampered. Making sure you have a

private space to consult with your brides is important and neces-sary. The area needs to be filled with that blissful wedding feeling,so framed photos of your work, samples of your designs, displaysof your rental items all need to be present. And don’t forget theflowers on the table.

Here it is: floriology’s annual look at wedding trends for the all-impor-tant Spring bridal season. We asked several industry experts for theirinsights. Participating in our survey were WeddingWire (www.wed-dingwire.com), David’s Bridal (www.davidsbridal.com), The OccasionsGroup (www.theoccasionsgroup.com), and Cenflo Publications (www.cenflo.com), publishers of Flora Magazine and Flower News.

What are the hottesttrends for Spring 2011 weddings?

❋WeddingWire: Classic elegance willalways highlight the wedding planningscene. However, as we saw last year,vintage-styled accents and a mod-ern flair on the traditional continueto make an appearance this Spring.Weddings will show simple sophistica-tion in an effort to create a timelesstapestry of soft colors.❋The Occasions Group: Bling...onanything, for example, sequined table-cloths, and rhinestones on invitations,thank yous and favors.❋Cenflo Publications: For décor,metallic accents are going to make asplash this Spring.❋David’s Bridal: Veils are the hottesttrend this season with endless optionsfrom dramatic Russian tulle blush-ers and fascinators to classic long,multi-tiered veils. Fancy feathers andthree-dimensional flowers, as well assparkling rhinestones, accent thesestand-out styles.

What kinds of flowers doyou anticipate will be in demand for Spring 2011 weddings?

❋Cenflo Publications: Old fashion garden roses are going to bebig this Spring, combined with tulips in soft pastel shades. Hy-drangeas are still holding on to their popularity, as are calla lilies.We’re also going to see brides using more orchids, specificallyphalaenopsis and japhet orchids due to their feminine and roman-tic appeal, as special touches to their bouquets as well as beingused for hairpieces and corsages.

Wedding Bliss❋ On average, 7,000 couples marry each day

in the U.S.*❋ 17 tons of gold are made into wedding rings

each year in the U.S.*❋ 23 million bridesmaids and groomsmen

attend weddings each year**❋ 56% of couples have their ceremony and

reception at the same place***

SOURCES: *TheKnot.com (www.theknot.com), **About.com(www.about.com), ***The Wedding Report (www.theweddingreport.com)


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OUT AND ABOUT BLOOMNET TAKES TO THE ROAD

BloomNet sponsored Bill Taylor’s“Exploring the History of Floral Design” atthe 54th Annual Kentucky Florists’ Associationin Frankfort January 28 – 30.

1-800-FLOWERS.COM customers, employeesand their families were treated to a VIP screening

of Justin Bieber: Never Say Never movie justbefore Valentine’s Day. In the movie Justin

presents a girl with a 1-800-FLOWERS.COM“One Less Lonely” bouquet.

HOT WHEELS!Check out the before and after shots of Maxine’s Florist in Troy, Ala.,

and how Enchanted Florist in Saint Augustine, Fla., transformed itsScion xB into a moving billboard! Both shops utilized BloomNet’snew Custom Vehicle Wrap Program. For more info go towww.MyBloomNet.net!

At January’s Floriology FreshForum in Jacksonville, Fla.,BloomNet President MarkNance, , announced thatCynthia Edwards ofAny Blooming Thing inBloomingdale, Ga., was thewinner of a Floriology Institutescholarship.

a.,


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GREEN PRODUCTS NEW PRODUCTSRECYCLING PROGRAM

by Len Vermillionby Mike Pucci

Green’s the Thing forWEDDINGSFROM CONTAINER RECYCLINGTO NATURAL MATERIALS, NEWPRODUCTS ARE AVAILABLE TOECO-FRIENDLY BRIDES

Loann Burke, AFID, PFCI, of Furst Florist sees a lot of soon-to-be brides at her Dayton, Ohio shop, which specializesin weddings and parties. Lately, she’s noticed a rising inter-est in environmentally friendly or “green” weddings.

“What I’ve found is a lot of brides want environmentally friendly,small footprint weddings,” Loann says. “They also tend to leantoward that natural color palette. It’s almost created a new natural

color palette with greens, browns and coppers.”And, she’s happy to accommodate them.Through a number of environmentally friendly

initiatives, Furst Florist is able to help brides-to-be in “greening” their weddings.

“There are natural materials availablesuch as rustic wire, which has a naturallook,” Loann points out. “Brides also want

to be sure that the flowers that we’re usingare locally grown and from farms that are us-

ing sustainable practices.”Loann satisfies those green leanings by using flowers

such as Bells of Ireland and berries that lend themselves to naturalcolor palettes. From a sustainable standpoint, arrangements can beplaced in enivornementally friendly, natural containers that satisfy theneed for natural colors. She also recommends clear glassware, whichcan better show off natural colors and also offers wider usage.

Shops can promote their ability to offer sustainable weddingsthrough glassware, Loann suggests. One of the more popularservices Furst Florist offers is a glass recycling program, wherecontainers are rented rather than purchased, enabling them to be

used over and over again. It’s a program that Loann says hasbeen very successful in bringing in brides.

“They really like that we are going to reuse or recyclethe containers. We do rent a lot of our glassware items

and they know that they’ve been used before,” Loannsays. “We also have a mix of containers—different

styles of vases—that we are renting out. That’s every-thing from vases to votive candleholders.”

Loann says that her shop actively markets therental containers and it has helped bring in business.

“We have many brides who come in because we haverental containers, or the simple fact that we rent contain-

ers at all.”

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You may already know that many glassproducts can be recycled. In fact,according to Earth911.com (www.earth911.com), glass floral vases are

among the products best suited for recycling dueto the purity of their ingredients — which includesand, soda ash or limestone. Perhaps not soevident is that plastic vases can also be recycled.The key is to look for products displaying thefamiliar “chasing arrows” symbol and a one-digitnumber that distinguishes the type of plastic.

The point is, encouraging your customers torecycle can be good for the environment. Andgood for business. “It’s important that floristseducate their customers that most floral hard-goods can be recycled,” says Kelvin Frye, Na-tional Sales Manager, Emerging Markets, Syn-dicate Sales, Inc. “The importance lies with thesheer volume of recyclable material which leavesa florist’s shop and often ends up unnecessarilyin the landfills.” By showing they understand therecycling market and are participating in it, hesays, florists can increase their perceived valueamong their customers and their community.

“By nature, those [consumers] who buy flow-ers are most likely the same group of peoplewho care about the environment,” Kelvin con-tinues. “They will be pleased to know that thecontainers they have been buying for years areoften made from partially recycled material, andare most often 100 percent recyclable.”

It’s fairly simple to initiate a floral containerrecycling program in your shop. The logicalstarting point is to place well-marked bins, onefor glassware and one for plastics, so custom-ers can drop off used containers. You mighteven want to provide a recycling incentiveto customers, such as a discount on futurepurchases.

Contact a local recycling agencyto schedule regular pick-ups. Manyrecyclers pay for recyclable materials.You might consider contacting non-profit organizations such as schoolsand Boy Scout troops who can collectthe materials for recycling as a way ofraising revenue to support themselves.

BetterNaturedPRODUCT RECYCLINGCAN MAKE A POSITIVEENVIRONMENTAL DIFFERENCE

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DESIGN CENTER ON THE EDGE

by Fred Russell

You can have high quality while being ‘green.’

Greg Brown, AIFD, CFD, head designer at Foxgloves & Ivy Floral Studio, explainsthat he is a florist first, but does incorporate his strong values as an environ-mentally conscious designer. These beliefs are underscored in the studio’severyday arrangements shown on these pages.

Greg purchases most plants from local growers where he can bettermonitor the use of harmful chemicals or treatments. He has also movedaway from products such as sheet moss or other harvested materials inan effort to discourage illegal gathering of natural materials. InsteadGreg uses broken glass, seashells and cork for accents. Most of the flo-ral comes from Holland where policies are strict regarding the environ-ment so he knows the floral is pesticide free and of the highest quality.

“Be mindful of whom you buy your products from. We ask everyvendor for full disclosure and base our purchases on what we know,”Greg says. As shown in the photos you see here, “the design has to reallypop out as something exciting. If you notice, none of the arrangements are

greenery with just a few flowers in them—we abhorthat concept.” Greg admits it is high profit for thefloral company, but he is an artisan and would nevercomprise the customer who pays good money.Their designs are simple and elegant with a rustictouch and an earthy look.

Naturally, Foxgloves is in the business to make aprofit so they take advantage of what is availableat the best possible pricing. Instead of settling forwhatever is in the wholesaler cooler, they try topre-order and take advantage of any specials.

Greg is also a master of color composition. The designs reflect that andare Foxgloves’ signature look in Atlanta. “It’s amazing after 14 years that ourcustomers and friends can spot our work in a room full of other flowers—it’sthat unique,” Greg says. The designs are indeed unique. What’s more, custom-ers appreciate that Foxgloves has stuck to its core values of providing productsthat are helping to protect our planet.

Designer:Greg Brown, AIFD, CFD

Location:Atlanta Ga.

Exposure/Achievements:1987 National FlowerJudging Award

His work has beenfeatured at the South-eastern Flower Show,DIFFA Ball, AtlantaHome & Lifestyles,Atlanta Magazine,Travel, Florist’s Re-view, Flowers & SAFFloral Managementand I Do for Brides.

2nd place 2001Georgia State Florists’Association Designerof the Year

EnvironmentallyCONSCIOUSDesign

viron-io’s

eallyt

For more information about Greg and Foxgloves& Ivy Floral Studio, please read the Owner’sCorner feature on page 10.


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“Be mindful ofwhom you buy your

products from.We ask every vendor

for full disclosureand base purchaseson what we know.”

PHOTOS BY KRISTEN ALEXANDER

Birch Bark Containerfrom Accent Décor,www.accentdecor.com


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TFor Greg Brown and Larry Hammack,

being ‘green’ is the driving forcebehind their business.

To Greg Brown, AIFD, CFD andLarry Hammack, co-owners of Fox-gloves & Ivy Floral Design Studio inAtlanta, being “green” is the driv-ing force in their lives and in runningtheir business. Greg and Larry hadbeen working in another Atlanta retaillocation when, in 1997, they decidedto open up their own floral studio.In 2008 they had the opportunity tomove their shop into a LEED certifiedcondominium building.

LEED is a green building certifi-cation system that validates that abuilding is designed using strategiesintended to improve performance inenergy saving, water efficiency, CO2

emissions reduction, and other criteria.In order to occupy the space, they hadto agree to very strict environmentalguidelines. Because they practice whatthey preach, this was not a problem forGreg and Larry, who have trademarkedthe phrase “Atlanta’s Green Florist.”

“We make every effort to use prod-ucts from farms and companies thatgrow using pesticide free techniques,low impact fertilizers and other envi-ronmentally safe practices,” Larry says.“Everything we use is compostableand using glass instead of ceramicmeans the vases can be recycled.”

Larry has many philosophieshe has put into action that notonly help protect our planet, butcan also save money; and hesuggests it’s not as hard as youthink.

In fact, some of these mea-sures can be very simple.Foxgloves recycles flowerwrappers, just like grocery bagscan be recycled. Larry says theynever use paper towels in theirstore. “We only use cloth ragsand bring them home to washand reuse, which saves money,”Larry explains.

They also try to avoid harshcleaners like bleach that have alot of toxins as well as aerosols.“Seventh Generation is a bio-degradable product that is safeand effective and available atmost grocery stores,” Larry says.“Some products are more expensive,but the more people that use them,the more the price will start dropping,so we all have to do our part.”

Greg and Larry also offer a free“green waste” program—since theythrow away very little, they keep all theperishable products, stems, leaves,etc., and offer it to customers who

like to garden. It’s nitrogen rich, “theycan add it to their compost pile andit makes for a great all-natural fertil-izer,” Larry says. “Another draw is ourvase recycling program. We offer ‘F&IBucks’ for vases brought to our store.Most of the vases can be reused, butthere are some that come in damagedso we put those in the glass recy-

SavingthePlanetb

ONEFLORISTFLORIST

AT ATIME

OWNER’S CORNER GOING GREEN

by Fred Russell


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Owners:Greg Brown, AIFD, CFD

and Larry Hammack

Shop:Foxgloves & Ivy FloralDesign Studio,Atlanta, Ga.

Established: 1997

Employees: 5

FAST FACTS

Interesting Tidbit

❋Greg and Larry are also active inan Animal Rescue Shelter. They

have two adopted store kitties, Bambooand Violet, who have the responsibility

of recycling bugs in their store.

In

ha

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cling bin.” Based on the quality andquantity of the vases brought in, thecustomer will receive a cash discounton the arrangement, which also givesmore value to the flowers.

Though Greg and Larry try to avoidmost foam products since they are notbiodegradable, the owners have foundan alternative solution. They pulverize

the leftover foam until only tiny rem-nants remain and mix it into pottingsoil—it absorbs the water and holdslonger so they’re conserving water too.

Foxgloves does not use halogen orincandescent lighting and switched tocompact fluorescent bulbs, which areavailable anywhere, and can save upto 80 percent energy and last up to 10

times longer than incandescent bulbs.“Our electric bills in our old buildingwere over $1,500 and are now about$500,” Larry says. “There’s a bigger up-front cost but you save down the road.

“If every florist did their part andjust did one act per day and made onelittle step forward,” he adds, “it wouldmake such a difference.”

PHOTOS BY KRISTEN ALEXANDER


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DESIGN CENTER BACK TO BASICS

by Ted Bruehl, aifd

Pattern is a less familiar element ofhorticulture, but it is, nonetheless,an important aspect of floral design.

The elements and principles of design arethe building blocks of arranging flowers.Many are very familiar to us, such as line andcolor. Less familiar, perhaps, is pattern, whichwe will discuss in this article.

In The AIFD Guide To Floral Design, patternis defined as “a repeated combination of line,form, color, texture, and/or space.” It can alsobe “the silhouette of a flower or an arrange-ment as observed against its background.”

Pattern is easily understood in every dayoccurrences: it can be the “doo-wops” ofbackground singers or the tread on the tiresof your car. In horticulture, we readily see it inthe design on the petals of stargazers or colorvariations on a sanseveria leaf.

Pattern in arrangements isn’t difficult but mightrequire some additional detailed inspection.

1} In the first design (BN 35 11-J), the roundheads of the gerbera create the obviouspattern. One circle after another marchesacross the bouquet to provide the repetitionmentioned in the definition. Those circles alsorepeat the bowl shape of the bottom part ofthe container.

Let’s look even closer and notice the direc-tion and angle of the mouths of the individualvases. The stems of the gerbera follow thedirection, resulting in the faces of the gerberamimicking those angles and reinforcing thepattern created by the vases.

2} The next design (BN 30 11J) demonstratesa different aspect of pattern. The basic line

of this design — the static line — is horizon-tal. Although it’s a bit relaxed with the curveof the heather and dendrobiums, the line isparallel to the container and the table. Thedynamic line, that is, the line that doesn’trepeat the form of the design, is cre-ated by the variegated liriope. Theselines are circular in nature and bisectthe design. The individual liriopeleaves are somewhat stacked oneach other, creating the repetitionneeded for emphasis and resultingin, you guessed it, a pattern.

3} Our third design (BN 51 11J) is aclean, open contemporary arrangement.It exhibits the silhouette aspect of pattern.Creating a linear design with lots of negativespace allows one to appreciate each materialused in all its magnificence. There is an addedconsequence — by keeping the arrangementopen and airy there is an attractive reflectionof the design on the top of the table. Thestems create the lines for the eye to follow tothe shadows of the anthurium blooms. Also,the slits and cutouts of the monstera leaf areemphasized by their reflection on the table.

Pattern is an important element in flo-ral design. Studied use of pattern lets youemphasize flowers, colors, or lines in designthrough repetition. If the arrangement is tobe placed on a shiny surface or in front ofa mirror a reflection or shadow will createanother image of the design, reinforcing thepattern.

Designer:Ted Bruehl, AIFD

Experience:Over 20 years

Exposure/Achievements:Design manager forThe Chocolate Rosein Irving, Texas

BloomNet FloralSelection GuideDesign Team

Currently on thefaculty of FlorissimaInternational inGuadalajara, Mexico

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PatternPrinciplesTHEOF


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❋Pattern is easilyunderstood in everyday occurrences:it can be the “doo-wops” of backgroundsingers or the tread onthe tires of your car.


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MARKETING WEDDING FAVORS

In YourFAVORIDEAS FOR WEDDING FAVORSTHAT CAN GROW YOUR BUSINESS

by Mike Pucci

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It’s a gift from the heart, a thought-ful way for the bride and groomto show their appreciation to thewedding guests who make theirday so special. Indeed, wedding

favors are an integral part of a successfuland memorable wedding, and this year,

the emphasis is on choosing and giv-ing favors that reflect the weddedcouple on a personal level.

COUPLES WANT FAVORSTHAT ARE UNIQUELY THEIRS

“Personalized wedding favors area big trend right now,” says KarinaTimmel, executive editor for get-married magazine (www.getmar-

ried.com). Possible choices canrange from bottles of spring

water and wines featuringunique, custom-printedlabels adorned with thecouple’s names as wellas specially printed anddesigned paper bags thatguests can use to fill upwith favors on the way outof the reception hall.

Specific to floral prod-ucts, Karina goes on toexplain that many couplesare seeking items that aresustainable, communicat-ing the couple’s personalcommitment to beingeco-friendly. “Cute ideasinclude plantable seed

pots,” she says. What’s more, alterna-tive types of flowers and plants areexpected to play a big role in thisyear’s wedding favor mix.“I’ve been seeing a lotof cacti, they’re beauti-ful and come in differ-ent colors,” Karina says.She adds that similar to seed pots,cacti are also a smart and sustainableenvironmental choice, enabling guestsand members of the wedding party toplant and enjoy them for many years.

EDIBLE IS IN, PERHAPSMORE THAN EVER

According to Celebrations.com, per-sonalized edible wedding favors areanother exceptional idea for Spring2011 and these versatile treats can beused for the reception itself as well asfor bridal showers and bacheloretteparties. The possibilities include minttins that are not only budget-friendlybut can be adorned with labels match-ing the wedding theme. Also on theidea list are brownie pops, cookies andchocolate covered strawberries thatreflect the couple’s individual wed-ding theme. What’s more, edible fruitbouquets are likely to be quite popularwith many brides during the Springseason.

COLOR IS STILL VERY IMPORTANT

As always, the colors a bride choosesfor her wedding play a vital part in

just about every otheraspect of the event. So,of course, color should bea key consideration when

it comes to weddingfavors. And what are

expected to be some of the dominantcolors in wedding favors this Spring?“Poppy red, purple and texturedwhites. And onyx and gold can be verychic and edgy,” Karina says. “We’realso still seeing shades of ombré,which is taking one color and expand-ing different shades of it.”

KNOW YOUR CUSTOMER, ANDBE SENSITIVE TO THEIR BUDGET

“Florists could ask the bride for aninspiration board, a tool that collectsall the bride’s ideas and helps her passthem on,” Karina continues. Onlinetools are available so brides can easilycreate their own inspiration boards.Karina adds that asking to see thebride’s favorite jewelry or a photo ofhow her room at home is decoratedcan be useful in matching the rightwedding favor ideas to her wishes.

And finally, although the economyis improving, it comes as no surprisethat cost consciousness remains afactor. Karina suggests establishinga breakdown of wedding favor ex-penses so everyone is on the samepage. “Sometimes, a bride has a hugedream scenario but they really don’thave a concept of how much it coststo carry through, so a realistic view ishelpful.”

❋Custom printed wine bottlesadorned with the couple’s names

❋Cute ideas includeplantable seed pots

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One day DeborahJohnson-Romero,owner ofBlooming

Affairs in Santa Clarita,Calif., was contemplatinghow to make her businessmore profitable. She de-cided to expand her “newbaby” business and beganresearching baby gifts on theInternet to generate ideas.She found storkdeliveryofsan-taclarita.com, which provideda valuable service the shopcould pass on to customers. To announce the birthof a child or for a baby shower, Deborah can placea custom made billboard in the front yardof Mom and Dad’s home to congratulate them ontheir new arrival.

When the shop makes a delivery, it promotes theservice by placing flyers in neighbors’ mailboxes. Thebusiness also markets through Facebook and its web-site (www.storkdeliverysantaclarita.com). When a storkis delivered, Blooming Affairs snaps a photo and e-mails it to the recipients with the subject line “Stork haslanded” and encourages them to post it on Facebook.

Deborah has six billboards (four for birth announce-ments and two for birthday parties) that are about 5feet tall, made with thick plywood and durable paint.“The investment isn’t huge and it doesn’t take long

before you make your money back,” shesays. “We do about five or six signs

a month and charge about $100for a week and all we have to

do is drive it out there andpick it up during our regu-lar floral deliveries.”

Deborah presents it tocustomers as an add-onafter a floral purchase hasbeen made. “It’s been

great incremental businessfor us.”

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INNOVATORMARCH 2011

ONE FLORIST HAS A FRESH WAY TOBRING NEW CHEER TO PARENTS

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Coordinating a wedding in Hong Kong might be about asdifficult as walking across the Great Wall of China, but italso can be a rewarding, unforgettable experience. That’s

the conclusion Jackie Lacey, AIFD, CFD, PFCI and Corey Harbour,AIFD, CFD drew after their third andfinal trip to Hong Kong and a yearof planning one of the region’s mostprominent, elaborate weddings last fall.

When the couple first started plan-ning their special day, they becameincreasingly frustrated with the coor-dinators. In China, weddings are verytraditional and there is little variation incolors, styles, and flowers. The bride,who studied in Canada, wanted thewedding to have a Western flare whileincorporating her Asian heritage. Jackie and Corey were up to thechallenge of integrating the two cultures.

In Chinese weddings, flowers are often pale in color and moreof a backdrop, but the bride wanted bright, vibrant flowers. “Thefirst thing we always do in a wedding consultation is give the bridea homework assignment,” Jackie says. “Our goal is pull everythinginside her head and into ours so we share the same vision.”

Another aspect they had to keep in mind was that red and whiteflowers can’t touch. In Chinese culture, red signifies happiness andwhite represents death; mixing the two is considered taboo. Also,the pronunciation of “four” in Chinese sounds simliar to “death,”so arranging anything in groups of four is bad luck.

They made two sets of personal flowers for the wedding partyand family (one for day, one for evening), which required up to 75for each. The 40 tables had centerpieces made with 7,200 stems offlowers that included three rose varieties. Orchid chandeliers madefrom 25,000 blooms adorned the ballroom. Everything inside thereception hall and beyond had to be decorated.

The result was one of the most beautiful uses of flowers ever as-sembled. “When the bride first walked into the room she immedi-ately burst into tears” Jackie says. “Overall it was a mind-bogglingexperience and tremendous education for us both as well as beingan enormous undertaking, but the reaction from the guests makesit all worth it!”

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ADifferentWORLDTWO AMERICANS WERE UP TO THECHALLENGE OF A HONG KONG WEDDING

INITIATIVES


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BLOOMNET IN THE COMMUNITY

PRESRT STDU.S. POSTAGE

PAIDRIPON, WI

PERMIT NO. 100

One Old Country RoadSuite 500Carle Place, NY 11514

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It all started with a contest. Seeking to strengthenbusiness during the down economic cycle, Lisa andJeff Thornburg, owners of Confetti Bowtique Flow-ers, Gifts & Tanning in Clover, S.C., offered soon-to-be brides and grooms the chance to win a freewedding on 10-10-2010. That contest turned into somuch more. In fact, it led to the shop developing itsown wedding chapel, right on site, where couplescan get married and have all of the planning takencare of by the shop.

Lisa Thornburg says that the shop held its firstwedding in the chapel that day, and has since hadthree weddings in the shop. With the success of thecontest, the Thornburgs saw the chapel as a wayto expand their 3,500-square-foot shop that alsofeatures two tanning beds, a tanning shop, a giftshop, a consignment section where people can buydresses, tuxedo rentals, and a recently added coffee and snack shop.

The chapel is a one-stop-shop for weddings. The shop handles thefloral arrangements. It has two notary publics on hand who per-form the ceremonies. “We do all of the directing and anything thatpertains to the wedding,” Lisa says. “We do it all from top to bottomand we do it on a budget.”

Word about the chapel is catching on. In addition to the threeweddings it has already hosted, the Thornburgs say that they are get-ting requests every day. They also say that the chapel has provided anumber of benefits to the business.

“We’ve had more foot traffic,” Lisa continues. “We’ve done a little bit of marketing that’s gettingmore people in the door.” A lot of the promotion has been word-of-mouth from customers. Be-cause Confetti Bowtique Flowers, Gifts & Tanning is a multi-shop, many of its customers in the shopfor other business have recommended the chapel to people they know who are getting married.

The shop has also created a website (www.confettibowtique.com) and has become active onFacebook to help spread the word about the chapel. The shop also continues to run conteststo draw potential customers and brides and grooms to the chapel.

The chapel holds up to 50 people, and the Thornburgs say that so far every wedding hasgone smoothly. “We’ve done weddings ranging from the run in and run out variety to full-blown ceremonies,” Lisa says.

Going to theGoing to the ChapelChapel

>>>Confetti Bowtique Flowers,Gifts & Tanning found extrabusiness via its on-site weddingchapel.

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