Bridal Shower Becomes a Floral Design Party See Page 8

Quarterly Publication of the Original Los Angeles Flower Market of American Florists Exchange, Ltd. | Spring / April 2018 • Volume 27 - Number 1

Plan NowFor a Great

Mother’s DayStory Begins on Page 4

Where Good Ideas are Always in Bloom

Wall St. & San Julian St. Merchants

Street map aboveA See detail (above right)

B Casa Blanca Wholesale Flowers, Inc. . . . . . . 213 488.3321Full Service

C Decor Center . . . . . . . . . . . . . . . . . 213 629.6949Floral Supplies

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

E Mellano & Company Wholesale Florist . . . . . . . . . . . . . 213 622.0796

Full Service

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

G Floral Supply Syndicate . . . . . 213 624.3982Floral Supplies

H Moskatel’s, Inc. . . . . . . . . . . . . . . . 213 689.4590Floral Supplies

I Stamis Wholesale . . . . . . . . . . . . 213 622.6770Floral Supplies

J Cris Flowers. . . . . . . . . . . . . . . . . . . 213 488.1797Floral Supplies

K Jay’s Plants . . . . . . . . . . . . . . . . . . . 213 612.0353Greens

L Floral Prop Rental . . . . . . . . . . . . 213 622.1700Floral Supplies

Vendors in The Original Los Angeles Flower Market of the American Florists Exchange, Ltd.

1 JC Grand Tree Inc. . . . . . . . . . . . 213 833.0002Orchids & Cymbidiums

3 The Hydrangea and More . . . 626 383.1367Hydrangeas, Roses & Cut Flowers

4 Dan Stamis, Inc. . . . . . . . . . . . . . 213 622.6770Greens

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

6 G.M. Floral . . . . . . . . . . . . . . . . . . . 213 622.0237Roses & More

7 Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620Orchids, Roses & Cut Flowers

7A Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620Orchids, Roses & Cut Flowers

7B Flores Deos Co. Dayro’s . . . . . 213 623.5177Roses & Cut Flowers

8 Designer Direct Showcase . . . 213 488.9765Floral Supplies

10 Tommy’s Flower & Vase Land . . . . . . . . . . . . . . . . . . 213 622.1205Flowers & Vases

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

12A - 13A Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620Orchids

12B - 13B Beth Madison Flowers . . . . . . 626 572.4085Miscellaneous Cut Flowers

14 Choice America Flower Wholesale . . . . . . . . . . . 213 489.8377Miscellaneous & Exotic Flowers

15 - 17 Julia’s Wholesale Flowers . . . 213 891.1514Roses & Cut Flowers

18 Zavala Wholesale Flowers . . . . 213 488.0085 20 Wall Street Floral . . . . . . . . . . . . 213 304.8933

Supermarket Florals, Rose Petals & Roses

23, 33- 34 Mellano & Company. . . . . . . . . 213 622.0796Full Service

24 Valle Wholesale Flowers. . . . . 213 688.1062Full Service

26 Gonzalez & Sons Wholesale Flowers . . . . . . . . . . 213 627.7678Miscellaneous Cut Flowers

27 C & K Wholesale . . . . . . . . . . . . . 213 327.0313Vases & Ceramics

28 Ted’s Evergreens . . . . . . . . . . . . . 213 624.1524Greens

29A - 30 Vases by Robert . . . . . . . . . . . . . 818 322.8826Vases

31 Balloons Away . . . . . . . . . . . . . . . 213 683.8819Balloons

32A Gilbert Wholesale Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 689.9564Miscellaneous Cut Flowers

32B Evanthe Wholesale Flowers, Inc. . . . . . . . . . . . . . . . . . 213 622.3695Miscellaneous Cut Flowers

36 - 38 Tropical USA . . . . . . . . . . . . . . . . . 213 614.1915Exotic Cut Flowers

39 Tommy’s Flowerland . . . . . . . . 213 622.1205Flowers & Vases

40 S.O.S Wholesale Flower Market . . . . . . . . . . . . . . . 213 896.0322Miscellaneous Cut Flowers

42 Growers Direct Flowers, Inc. . . . . . . . . . . . . . . . . . 213 688.8855Cut Flowers

44 Paradise Garden Wholesale Flowers . . . . . . . . . . 213 488.5144Full Service

45 Orchids & Plants . . . . . . . . . . . . . 213 627.3805Orchids

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

Hours:Trade-Only Hours: Mon & Wed 2am - 8am, Tue & Thurs 5am - 6am, Fri 2am - 8am, Sat Public, Sun Closed

Public Hours: ($2 admission weekdays; $1 on Saturday) Mon & Wed 8am - 12pm, Tue & Thurs 6am - 11am, Fri 8am - 2pm, Sat 6am - 2pm, Sun Closed

For holiday and special hours, see OriginalLAFlowerMarket.com.

The Original Los Angeles Flower Market

754 Wall Street, Los Angeles, CA 90014 | Visit us at OriginalLAFlowerMarket.com

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3 Spring 2018

Cover Story: Plan Now For A Great Mother’s Day 4

Roundabout 6

By Design: Bridal Shower Becomes A Floral Design Party 8

Potpourri 10

Happenings/Calendar 16

LAFD Association Badge Program 17

Got News? Send to our Editor!(see left column)

ContentsThis newsmagazine is published quarterly (January 1, April 1, July 1, October 1) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Lo-cation: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloominnews.com. Subscription and advertising details at BloominNews.com.

PublisherOriginal Los Angeles Flower Market of the American Florists’ Exchange

www.originalLAflowermarket.comLook for us on Facebook!

Special Holiday Hours, maps, tenants, seasonal flowersand more available at www.originalLAflowermarket.com

Market Information: 213 622-1966Market Manager/Mellano: 213 622-0796

Board of DirectorsAmerican Florists’ Exchange, Ltd., Los Angeles Flower Market

Christine Duke, Lizbeth A. Ecke, Jim Mellano, Jon Prechtl, John Williams, Paul Ecke III

Editorial and AdvertisingPeggi Ridgway, Wordpix Editorial Solutions

5939 East 24th Street, Tulsa, OK 74114 • 918 991-8373Email: peg@wordpix.com • www.bloominnews.com

Art DirectorMichael Wheary, Calypso Concepts

LAFD Association Member Badge ProgramFrank Reyes

766 Wall Street, Los Angeles, CA 90014www.LAFlowerDistrict.com

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

SubscribeThose working in the California floral and horticultural industries may join our mailing list at no cost. Subscribe at BloominNews.com to the print and/or email editions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828.

DisclaimerNeither the Bloomin’ News nor the Original Los Angeles Flower Mar-ket recommends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers.

Advertise in Bloomin’ NewsVisit Bloominnews.com or contact our editor for advertising rates, dimensions and details. Advertise in color. We’ll design your first ad for free!

Index to AdvertisersBannerRibbon.com . . . . . . . . . . . . . . . . . . . . . .Page 13BottomLine Brokers, Sean Edelstein . . . . . . . . .Page 12Floral Supply Syndicate . . . . . . . . . . . . . . . . . .Page 11Los Angeles Flower District . . . . . . . . . Pages 17, 18, 20Mayesh Wholesale Flowers . . . . . . . . . . . . . . . .Page 10Mellano & Company . . . . . . . . . . . . . . . . . . . . . .Page 7Original Los Angeles Flower Market . . . . . . . . . .Page 3Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 19Vases by Robert . . . . . . . . . . . . . . . . . . . . . . . . .Page 6

It’s YourFlower Market!

The Original Los Angeles Flower Market A Wonderland of Quality, Freshness,Variety,

Selection and Great Pricing

754 Wall Street, Los AngelesLAFlowerDistrict.com

www.OriginalLAFlowerMarket.com

MOre ThAn 90 YeArS OF Service

Elizabeth Seiji’s cymbidium, Lisianthus andsweet pea use a short vase for impact.

The Bloomin' News 4

Mother’s Day in 2017 was as robust (or better) in floral sales as the Society of American Florists had predicted it would be. An encouraging note for 2018, last year’s holiday report re-flects that 60 percent of SAF member florists saw increased sales. About 20 percent of members said sales were about the same as in 2016. And the average purchase amount for each transaction was nearly $66, up from the previous year’s $64. (Mary West-brook, 5/31/17, Floral Industry Report) On that hopeful note, we asked several florists and design-ers to share their tips to ensure that your shop experiences this welcome growth in 2018. We begin with advance preparations, which include, so importantly, unique ways to promote your shop well before Mom’s Day.

Plan Now For A GreatMother’s Dayby Peggi Ridgway

This colorful arrangement by Elizabeth Seiji,AIFD CFD includes late springtime green

dahlia, tulip, roses and hydrangea.

This contemporary arrangement by Elizabeth Seiji AIFD CFD, of Edelweiss Flower Boutique in Santa Monica show-cases the trendy butterfly orchid and popular succulent.

5 Spring 2018

Two Months in Advance Gerard Toh AIFD CFD CCF must be the king of advance prep-aration and promotion. He shares some great tips for Bloomin’ News readers:

• Start with a plan, a sort of strategic sequence of actions. • Determine what items you want to sell, what inventory

to move. Include add-on items.• Plan your designs with themes. A theme can be a color

mix; or a style. For example, organic for gardeners or high style structure for corporate moms.

• Offer only seven to ten designs. Display these on your website home page. Script a specific description for each one.

• Train your staff so they can easily describe each of the featured designs.

Visit the Original Los Angeles Flower Market early on. Its end-less selection of flowers, plants, greens and accessories will inspire your planning and wholesalers will know exactly what you’re look-ing for and have it ready for you when the time comes to pick it up. Don’t wait until the week before to promote your shop! Toh suggests you do these two months before Mother’s Day:

• Design a flyer showing the featured designs. • Include a discount coupon for “early orders” (with a

cutoff date!) on the flyer.• Insert the flyer in every order that leaves your shop for a

couple months before Mother’s Day.

Further preparation could include adding foam to containers, adding greenery and refrigerating these containers. Just line them up and have them ready. Be really ready for Mother’s Day week.

Designs, Styles and Extra Touches Our friend Melinda Lynch, AIFD CCF, owner of Festive De-signs in San Luis Obispo, whose Cal Poly students often win at California State Floral Association’s “Top Ten” student competi-tion, has low stress in mind for Mother’s Day designs. “I love to make these simple (garden) baskets with the plants that are in the shop,” says Melinda. “It’s really simple: Just take a large basket with a liner and fill it with 4” and 6” plants; add moss

Continued on page 15

The Bloomin' News 6

RoundaboutWay to go, Flower Duet, for trending with online video classes on floral design. Owners/designers Kit Wertz and Casey Schwartz teach through “Flower Arranging Fridays,” available at Flower-duet.com along with downloadable PDFs.

We were glad to hear that most all the flower farm members of CCFC escaped major dam-age during the wildfires in late 2017. Kudos to volunteers who helped (and continue to help) those affected by fires and mudslides. Even Fe-dex set up special processing for flower ship-pers at its Oxnard terminal.

The California State Floral Association con-ducted its annual Legislative Action Day on March 20, in conjunction with California Agri-culture Day at the state Capitol in Sacramento. More than 3,500 people strolled the Capitol

grounds and the CSFA flower booth became a very popular stop for many.

Debra Lee Baldwin is as busy as always, pre-senting about succulents at flower and garden shows, recently in Seattle. Resendiz Flower Farm in Fallbrook is hosting a two-day work-shop with renowned designer Rene van Rems AIFD in early April. Derrick Vasquez AIFD CFD and Sam Van-Wert AIFD CFD were the featured designers in the “Pushing Petals … The Modern Bride’s Journey” hands-on workshop on March 11 at the Shinoda Design Center in Santa Ana. The event was organized by Southwest AIFD. AIFD’s Northwest Chapter presented a hands-on class in Sacramento on March 12 with John Hosek AIFD PFCI CF CAFA.

In the Flower District:

508 E. 8th Street, #ALos Angeles, CA 90014Open 8 a.m. – 4 p.m. • 213 623-5454

Email: vasesbyrobert@yahoo.comWeb: www.VasesbyRobert.com

Vases by RobertVases All Shapes,Colors, Textures

and Sizes!

The Bloomin' News 8

Bridal Shower Becomes a Floral deSign Party

01: Natasha, standing fifth from left, and her friends show off their flo-ral masterpieces.

02: Reina, left, with bride-to-be daughter Natasha.

s a florist and the mother of the bride-to-be, I was thrilled to help at the bridal shower for my only daughter, Natasha, and it

couldn’t have been more exciting! It is no secret that I love to “make every-thing pretty,” so adding a “Flower Crown Making” activity to the afternoon’s event made it even prettier. I took online classes on chalk lettering and calligraphy so I was able to incorporate some chalkboard signs at the party. I even got to hand-letter her wedding invitation envelopes! It was a delightful gathering put together by Natasha’s bridal party and friends, to cel-

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story By reina e. SumaBat aiFd CCF CFd • PhotograPhy by mireya moreno, PhotoStorieSBym

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BY DESIGN

9 Spring 2018

ebrate love and friendship. The ladies enjoyed lots of fun and games, food and drinks, and they were sur-rounded by flowers, music and beautiful wishes as Na-tasha prepared for her hap-pily ever after. Here’s a toast to the couple, Natasha and Evan Dizon.

Reina E. Sumabat AIFD CCF CFD owns Fitzgerald’s Floral Events, a Floral Design Studio. Contact her through Fitzgeraldsflowers.com or 562 310-7287.

03: Friends excited to cre-ate their own floral hair pieces.

04: Flower girl Aries, so excited to model one of the handmade floral crowns.

05: A quick demonstra-tion on how to make the floral crown.

06: This chalkboard sign was created by Reina to be as pretty as the colorful flowers used for the Flower Crown Making activity.

07: Finished floral crown samples with materials: flo-ral stem wire, floral tape, floral pruners, scissors, rib-bons, cold glue, assorted flowers and greens.

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The Bloomin' News 10

PotpourriThe Flower Fields are Calling

Special events coming up at the Flower Fields in Carlsbad include musical guests, art and photography workshops, arts and crafts and basket weaving, a bonsai show, after-hours wine tasting and a Mother’s Day celebration. Besides enjoying fields of flowers (and wagon rides through the fields), enjoy the activities, too. See Theflowerfields.com for more. PS: The Flower Fields will again be the venue on April 26 for the 2018 Field to Vase Dinner Tour.

Wildfires Threatened theNation’s Flower Basket

The worst fires in California’s history threat-ened farms and destroyed property throughout the state in Fall 2017. A wildfire in San Diego County grew to within one mile of the Mellano & Company farm at San Luis Rey near Oceans-ide. Although the farm was spared, one employ-

ee lost her home in the Lilac Fire. Everbloom’s Ivan Van Wingerden shared views of the fire in his area through Instagram, while David Van Wingerden of Westland Orchids, and sev-eral other farmers used Facebook Live to keep friends up-to-date. In Carpinteria, Rose Story Farm’s Dani Hahn posted to Instagram. Hahn lost about 200 roses and a 150-year-old historic home on her farm. The California Cut Flower Commission published an interactive map to track fires near flower farms, accessible through the CCFC.org website. Although smoke envel-oped widespread areas in multiple counties and fire trucks, equipment and workers worked fe-verishly to contain the fires, roads were closed and power outages occurred, at last report Cali-fornia’s flower farms were open and operating. Kasey Cronquist, CCFC executive director, kept in touch with member farms and frequently up-dated the floral community and the public.

June is Just for Us Flower People Last year, the state legislature declared the month of June to be California Grown Flowers Month. More than 700 million square feet, from San Diego north to the Oregon border, is devoted to growing flowers in our state. Leverage the June for California flowers designation by promoting California flowers to customers. Contact California Cut Flower Commission for promotion materials. CCFC.org

Ecuadorian Flowers NowSubject to Import Tariff

The U.S. trade program that granted duty-free status to flowers coming in from Ecuador expired on December 31, 2017 and was not renewed. Now, duties on mini-carnations are 3.2 percent. Other than roses, other Ecuadorian flowers carry a 6.4 percent duty. Roses have a 6.8 percent duty and are not eligible for duty-free status. With the current administration reviewing import tariffs and trade relations, more changes could occur.

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11 Spring 2018

PotpourriIn Memoriam

James Ecter, who founded Dramm and Echter and partnered with Gene Dramm until James’ retirement, passed away on December 22, 2017 in Oceanside. Frank Haley, floral designer and owner of Hal-ey’s Flowers & Gifts in Los Angeles, passed away on January 16, 2018. Mr. Haley was profiled in The Bloomin’ News in January 2002.

Succulents Make Great Fire Barriers After the Lilac Fire in San Diego County, Dr. Camille Newton of Bonsall, texted “queen of succulents” Debra Lee Baldwin to tell her some bad news and good news: Although eight homes on her street were destroyed, hers was unharmed. “Succulents saved the day,” she said. Baldwin already knew of other cases where succulents were left standing while fence posts

and traditional shrubs burned to the ground or were left as charred sticks. But she’s still re-searching. If you know of the success of a suc-culent, tell her: Debraleebaldwin.com. In the meantime, if you live in an area prone to fire, go buy some agaves, aeoniums, elephant’s foot, aloes, jade and, ironically, “sticks on fire.” They make a gorgeous garden and firebreak.

Mellano Flowers the Rose Parade A number of flower farms and wholesalers provided the blooms and raw materials used to cover the floats that paraded down Colorado Boulevard this past January 1. Kudos to Mel-lano & Company, which provided product for more than half the entrants (23 floats and three non-float floral pieces). Eight of the 24 winners featured Mellano flowers, including the top Sweepstakes winner, Singpoli.

Continued on page 12

The Bloomin' News 12

Potpourri

First Responders Recognized America’s flower farmers joined with agricul-ture and tourism industry partners to support a pop-up feast to thank those who first responded to the deadly Northern California wine country fires. The event, called The Grateful Table, was held November 21 in an idyllic vineyard at the Napa-Sonoma County line. The California Cut Flower Commission coordinated the flowers, supplies and transportation donated by a host of California floral industry companies. All ticket

sale proceeds went to support nonprofits helping those affected by the wildfires.

Want Something to Do? Our April, May and June calendar toward the back of this issue is full of fun events, workshops, places to see and one-of-a-kind happenings!

Bloomsybox IntroducesSubscription Service

In 2015, Juan Palacio created BloomsyBox.com, a subscription service that regularly sends fresh flowers to customers. Each order contains flowers from the farm within four days. The company only works with Veriflora certified and Rainforest Alliance suppliers. Palacio is also partnering with Floral Chef author Carly Cylinder to create BloomsyChef and provide a floral design lesson in a box.

AFE Adds Scholarships The American Floral Endowment announces two new scholarships, joining 21 other scholarships awarded annually to assist young professionals entering the floral and horticulture industries. One of the newbies is the CalFlowers Scholarship, established by CalFlowers for undergraduate students attending an accredited California college or university (first priority); or an undergraduate California resident attending an accredited college or university elsewhere in the United States (second priority). Deadline for applications is May 1. See the details at Endowment.org.

Flower Love Video ContestLaunches Video Library

The AFE’s recent #FlowerLoveVideoContest, sponsored by Asocolflorea and funded through the Floral Marketing Research Fund, welcomed more than 50 video entries recently. Around 3,500 consumers voted on the top ten and grand prize winner. You can see the winners and finalists and enjoy and learn from the entire video library at Endowment.org/flower-love-videos.

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13 Spring 2018

PotpourriBlue Buckets Draw Attention

Crystal Hedgpeth, floral sales manager for Safeway’s Northern California Division, solved a locally grown flowers recognition challenge

by placing California blooms and foliage in a single display using blue buckets. Atop the display, Hedgpeth and her team added a large

“iron man” sign that included the CA Grown license plate and a locally sourced message. Safeway stores that implemented the Blue Bucket Campaign saw double-digit increases in sales of California Grown flowers. The practice had spread to all 280 Nor Cal stores by Valentine’s Day 2017. For her idea and success, Hedgpeth was named the CCFC’s 2017 Flower Farm Champion.

Roman Gladiators andFlowers are in the Wings

Have a fun time on April 21-22 at the first-ever “Festival of Flowers” at Eden Gardens in Moor-park. The event is based on ancient Romans’ flo-ral events and will feature a marketplace, Roman gladiators and dances, wine tasting, squish the grapes, “toss the Roman” and other fun games and entertainment. This first year, festival orga-nizers are offering free booths for flower sellers. There will also be a floral design contest with voting and presentation for Best Floral. Details at Festivaloftheflowers.com.

American Grown Field toVase Dinner Tour Begins April 7

The dinner tour is back with fascinating flower farm tours, demonstrations, artisan-style locally sourced meals, craft beers and wine, American Grown Flowers to take home, a gift bag and lively conversation and stories from the chef and flower farmers. On April 7, the first event occurs in Fallbrook, followed by Carlsbad on April 26, Sacramento on June 13; then it goes to Wiscon-

sin on September 8 and to Tennessee on October 5. See Americangrownflowers.org.

Veterans to be Honoredwith Flowers on Memorial Day

CalFlowers will once again sponsor the Memorial Day tribute to America’s veterans. Along with TD Bank and Asocolflores, CalFlowers is a Platinum Sponsor at Arlington Cemetery. At the Welcome Center, 25,000 visitors will each receive a California-grown flower to place at the grave of a loved one. Holland America Flowers will donate 700 bouquets in the Tragedy Assistance Program for Survivors. CalFlowers is an event organizer at Miramar (12,000+ graves) and San Francisco National Cemeteries, with Mt. Eden supplying logistic support and Recology sponsoring placement of more than 26,000 flowers – for every headstone at SFNC.

Continued on page 14

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The Bloomin' News 14

PotpourriFlorists Prepare for

First Lady’s Luncheon An incredible team of floral designers will share their time and talent in the days leading up to Tuesday, May 15, the date of the annual First Lady’s Luncheon, at the Congressional Club in Washington, D.C. More than 200 centerpieces will be arranged and 18,000 American-grown flowers used. If you’d like to volunteer for the de-sign and work team, contact CCFC.org.

AIFD “Discover” SymposiumRight around the Corner

June 30 to July 4, 2018, the American Insti-tute of Floral Designers conducts its National Symposium, “Discover,” in Washington, D.C. Included will be inspirational creative sessions, main stage programs, hands-on workshops, business sessions and celebratory dinner and lunch events and a Partners Expo. For more de-tails: AIFD.org.

Sometimes They Say Bad Things about Flowers; Sometimes Good Things

The Society of American Florists responded

to 28 instances of harmful floral publicity in the promotional days leading to Valentine’s Day. As companies compared their products with flowers that “wilt” or simply advised consumers to “skip the roses,” SAF was there, responding with a courteous note. Several of the offenders responded with apologetic promises to not repeat the promotions. On a positive note, the Better Business Bureau and Kiplinger recommended to shoppers to buy Valentine’s Day flowers from florists who are members of the Society of American Florists. Kiplinger contacted SAF for its article, “6 Ways to Save on Flowers for Valentine’s Day.” SAF also received inquiries from USA Today and others.

Just Before the Symposium … The Slow Flowers Summit will be held on June 29 at the same location as the AIFD “Discover” Symposium, at the Marriott Wardman Park in Washington, D.C. Called a “TED Talk for Flower Lovers,” the Summit is a one-day lecture series for creative professionals, thought leaders and pioneering voice in the American-grown floral community. See Slowflowers.com.

Prairie-Style WeddingsThis book by Fifi O’Neill holds a veritable treasury of photos, tips and ideas for a prairie or rural themed wedding. All the supplies, foliages and floral elements are called out for a romantic ranch, farm, woodland or garden event. A magical ceremony, rehearsal dinner, reception and wedding shower are all included, as are individual projects for you, the reader. Available at FloristsReview.com for $30.BOOKS

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Melinda Lynch AIFD CCF recommendsan orchid as a potted plant for Mom.

Bright gerberas with roses by Elizabeth S. SeijiAIFD CFD make a delightful presentation.

15 Spring 2018

Mother’s Day – continued from page 5

over the top of the plants and a bow, if desired.” The nice thing about potted plants is that they are contained in their own pot. The customer can disassemble the garden and separate the plants; or leave them together. Melinda suggests or-chids, because they last so long. At the end of the holiday, any gardens that haven’t sold can be disassembled and restocked. Toh also suggests using add-on items, such as balloons, cards and chocolates. This helps to increase the value of the arrangement. Anthony Alvarez AIFD CCF EMC, an artistic floral designer we see at a lot of California State Floral Association shows, stresses the importance of staying current and offering customers “some-thing exciting and innovative.” “Mother’s Day is a great time to try out some new design ideas

or techniques you have learned,” says Tony. “Have some of these ideas on the display floor and in the case.” Mother’s Day flowers traditionally include orchids, tulips, ros-es, callas and lilies. Offer some bold, bright color combinations, and you’ll be part of a new trend and may sell more.

During Mother’s Day Week Want to grab new customers during Mother’s Day week? Al-varez has a great tip for doing just that: When your customer orders for their loved one, offer to de-liver the order to the recipient at their workplace instead of home. “The sender will get extra bonus points with Mom and her coworkers,” he says. “And you might even garner some addition-al sales when people see your artistic presentation in the office. With more women in the workplace than ever before, this is a great time to gain exposure with potential customers.” Mother’s Day is the perfect opportunity to increase sales by showcasing your design savvy and talent to both moms and all those to whom Mom will show off her gift. Do it with detailed planning, bold design and low stress.

In the United States in 2014, there were 43.5 million mothers between ages 15 and 50. They had birthed 95.8 million children. Current Population Survey, June 2014 Fer-tility of Women in the United States

Stay-at-home moms in mar-ried couples totaled 5.0 mil-lion in 2015. America’s Families and Living Arrangements: 2016, Table FG8

Mother NumbersSingle mothers living with children younger than 18 in 2016 was 9.8 million. Amer-ica’s Families and Living Ar-rangements: 2016, Table FG6

The Flower Fields and a myriad of events for the entire family, at Carlsbad, is open through May 13.

16

APRILStress Awareness Month

1 Easter Sunday

7, 14, 21, 28 Join us every Sat-urday at The Wall Farmers Market, at the Original Los Angeles Flower Market on Wall Street, Seventh to Eighth streets. 9 a.m. to 2 p.m.

6 Passover ends

6 – 7 Rene van Rems’ workshop on working with Proteaceae, South African foliages and botanicals. Ar-rangements will be displayed at the award-winning “American Grown Field to Vase” dinner tour on Satur-day evening.

9 – 20 “Floral Designer” 10-day course at Southern California School of Floral Design with Phil Rulloda AAF AIFD PFCI and Cathy Hillen-Rulloda AAF AIFD PFCI, at Mellano & Co., 1605 E. McFadden Ave., Santa Ana. PhilRulloda.com

21 “Simply Sumptuous Ranun-culus Design” workshop at Flower Duet, Torrance. Optional: tour of Los Angeles Flower District. See Flowerduet.com or call 310 792-4968.

21 – 22 “Festival of Flowers,” at Eden Gardens in Moorpark, featur-ing ancient marketplace, flower expo, gladiators, games and tons of flowers and floral competition. See FestivaloftheFlowers.com.

22 Earth Day

23 – 27 Administrative Professionals Week

25 Administrative Professionals Day

26 American Grown Field to Vase Dinner Tour, The Flower Fields in Carlsbad.

27 National Arbor Day (plant a tree)

MAY

1 May Day / Lei Day in Hawaii

5 Cinco de Mayo

5, 12, 19, 26 Join us every Sat-urday at The Wall Farmers Market, at the Original Los Angeles Flower Market on Wall Street, Seventh to Eighth streets. 9 a.m. to 2 p.m.

6 – 12 Teacher Appreciation Week (Teacher Appreciation Dayon May 8)

11 National Public Gardens Day

13 MOTHER’S DAY: See our cover story.

19 “Amazing Anemones Floral Design” workshop at Flower Duet, Torrance. Optional: tour of Los Angeles Flower District. See Flower-duet.com or call 310 792-4968.

21 – 22 “Designing for Excel-lence” 2-day course to prepare for competition; Southern California School of Floral Design with Phil Rulloda AAF AIFD PFCI and Cathy Hillen-Rulloda AAF AIFD PFCI, at Mellano & Co., 1605 E. McFadden Ave., Santa Ana. PhilRulloda.com

23 “Bouquet & Boutonniere” workshop at Flower Duet, Torrance. Optional: tour of Los Angeles Flower District. See Flowerduet.com or call 310 792-4968.

28 Memorial Day observed

JUNECalifornia Grown Flowers Month

2, 9, 16, 23, 30 Join us every Sat-urday at The Wall Farmers Market, at the Original Los Angeles Flower Market on Wall Street, Seventh to Eighth streets. 9 a.m. to 2 p.m.

1 – July 4 San Diego County Fair, Del Mar

2 “Citrus & Florals” workshop at Flower Duet, Torrance. Optional: tour of Los Angeles Flower District. See Flowerduet.com or call 310 792-4968.

4 – 15 “Floral Designer” 10-day course at Southern California School of Floral Design with Phil Rulloda AAF AIFD PFCI and Cathy Hillen-Rulloda AAF AIFD PFCI, at Mellano & Co., 1605 E. McFadden Ave., Santa Ana. PhilRulloda.com

13 “Wedding Centerpieces & Table Accents” workshop at Flower Duet, Torrance. Optional: tour of Los Angeles Flower District. See Flower-duet.com or call 310 792-4968.

14 Flag Day

17 Father’s Day

21 Summer Solstice / first day of summer

25 – 27 “International Floriculture Expo,” McCormick Place, Chicago

28 – July 4 American Flowers Week in all 50 states. See Slowflow-ers.com

30 – July 4 AIFD “Discover” Na-tional Symposium, Marriott Ward-man Park, Washington, D.C.

LOOKING AHEAD:

September 12 – 15, 2018 :SAF 134th Annual ConventionRancho Mirage. See SAFnow.org.

Check our websiteOriginalLAflower-

market.com for Flower Market shopping hours, parking info and more.

Our calendar listings help you tie your business pro-motions to special events

and observances.

Calendar

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 $60 for a 1-year membership (Year 2018). The membership fees include two (2) member-ship badges. Extra badges are available anytime for $3.00 each. 2018 membership badges will expire on January 1, 2019 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:Tuesday and Thursday - 6:00 a.m. to 12:00 p.m. ($2 admission)Saturday - 6:00 a.m. to 12:00 p.m. ($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 current 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?Complete the Membership Application and resale card and submit them along with the appropriate fee and a copy of your California Board of Equalization Resale Certificate to: LAFDBP, 766 Wall Street, Los Angeles, CA 90014. If any of these items is missing, your application will be delayed.

Allow fifteen (15) days for your application to be processed. You may pick up your badges at the entrance to the Original Los Angeles Flower Market, 754 Wall Street, on Monday, Wednesday or Friday from 4:00 a.m. to 12:00 Noon; or on Tuesday, Thursday or Saturday from 6:00 a.m. to 12:00 Noon.

Remember to include your Resale Certificate, resale card, payment and membership application.

Thank you for your continued support!

L.A. Flower District Association /Badge Program2018 Membership Information • www.laflowerdistrict.com

17 Spring 2018

The Bloomin' News 18

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 is 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 membership period: o $60.00 – 1-Year Membership (Year 2018 only)

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 CertificatesOne 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 Program2018 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2018)

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Original Los Angeles Flower Market754 Wall Street, Los Angeles, CA 90014

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Los Angeles Flower District InvitesYou to Visit www.LAFlowerDistrict.com• Floral industry resources • District hours, maps & more • Low Advertising Rates

The official website for the Los Angeles Flower District