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Quarterly Publication of the Original Los Angeles Flower Market of American Florists Exchange, Ltd. | Winter / January 2018 • Volume 26 - Number 4
Lori Novak AIFD CFD enjoys a moment at her shop in Rancho Cucamonga.
Ice Flowers: Add Frost Three Ways for Wintery Drama See Page 8
Giving Backis Continuous Learning forLori NovakAIFD CFD
Story 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 JX Grand Tree Inc. . . . . . . . . . . . 213 833.0002Orchids & Cymbidiums
3 Imported Flowers from Paradise, Inc. . . . . . . . . . . . 626.383.1367Miscellaneous Cut Flowers
4 Dan Stamis, Inc. . . . . . . . . . . . . . 213 622.6770Greens
5 Blossom Valley. . . . . . . . . . . . . . . 213 891.9320Roses
6 G.M. Floral . . . . . . . . . . . . . . . . . . . 213 489.7050Full Service
7 Dayro’s Wholesale . . . . . . . . . . . 213 623.5177Roses & Cut Flowers
7A Flower Salad . . . . . . . . . . . . . . . . . 213 624.4866Miscellaneous Cut Flowers, Greens
7B Dayro’s Wholesale . . . . . . . . . . . 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 - 29B 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 . . . . . . . . 213 612.0379Flowers & Vases
40 S.O.S Wholesale Flower Market . . . . . . . . . . . . . . . 213 896.0322Miscellaneous Cut Flowers
41 Growers Direct Flowers, Inc. . . . . . . . . . . . . . . . . . 213 688.8855Cut Flowers
44 Paradise Garden Wholesale Flowers . . . . . . . . . . 213 488.5144Full Service
45 Orchids Oasis . . . . . . . . . . . . . . . . 213 627.3696Orchids
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
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754 Wall Street, Los Angeles, CA 90014 | Visit us at OriginalLAFlowerMarket.com
WINTER 2018 | 3
Cover Story: Giving Back is Continuous Learning for Lori Novak AIFD CFD 4
Roundabout 6
By Design: Ice Flowers: Add Frost Three Ways for Wintery Drama 8
Potpourri 10
Bright Ideas 14
Happenings/Calendar 16
LAFD Association Badge Program 17Got News? Send to our Editor!
(see left column)
ContentsThis newsmagazine is published quarterly (January 1, April 1, July 1, Octo-ber 1) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloomin-news.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: [email protected] • 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 Market rec-ommends 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 AdvertisersBottomLine Brokers, Sean Edelstein . . . . . . . Page 11
Floral Supply Syndicate . . . . . . . . . . . . . . . . . Page 9
Los Angeles Flower District . . . . . . . . Pages 17, 18, 20
Mayesh Wholesale Flowers . . . . . . . . . . . . . . Page 10
Mellano & Company. . . . . . . . . . . . . . . . . . . . Page 7
Original Los Angeles Flower Market . . . . . . . . Page 3
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19
Vases by Robert . . . . . . . . . . . . . . . . . . . . . . Page 13
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
4 | THE BLOOMIN’ NEWS
I
Lori Novak AIFD CFD received the coveted Awardof Distinguished Service to AIFD in July 2016.
n July 2016, the American Institute of Floral Design-ers presented its coveted Award of Distinguished Service to AIFD to Ran-cho Cucamonga florist and designer Lori Novak, AIFD CFD.
The award acknowledged Lori’s years of extraordinary contributions to the Institute through her actively supporting its activities and uphold-ing its goals. Although that is the official language for the award, the recognition could easily have come from the entire floral community as a way of acknowledging Lori Novak’s support through nearly 40 years of enthusiastic volunteering and work-ing on floral events. This Southern California florist has worked in retail floristry for 37 years. Her flower story began when she was seven years old, when her aunt Lynne Kraus put her to work with flowers. “I would come to visit her ev-
ery year from Michigan in the sum-mer… and she would let me come to the flower shop she worked at some days, to help clean flowers,” Lori recalls. In 1980, Aunt Lynne bought a building facing Foothill Boulevard at the corner of Archibald and named her shop Archibald Flowers. Six months later, Lori joined Lynne in the floral business and an enduring partnership was born. Lori’s eager-ness to learn, Lynne’s patient men-toring and the creative ideas they generated together put Archibald Flowers well on its way to forming a loyal customer following. “My aunt has always been very supportive for me to continue learn-ing and reaching for more creativ-ity,” says Lori. Lately, Aunt Lynne has been the strength for her husband during a terminal illness, and time spent in the floral shop is limited; but the impact she made on Lori’s career is undeniable. Lynne encouraged Lori to attend wire service shows,
floral design competitions, AIFD symposiums and to earn the AIFD designation, which she achieved in 1989. Lori puts it succinctly: “She has always been an important part of my life and my best friend.”
Lori’s ContinuousLearning Contributions
Lori has missed only one AIFD symposium since 1989 and every year that she attends the mid-sum-mer event, she works and leads. Her volunteering began as a committee member and was followed when she became the AIFD representa-tive from Southern California to the national office, a job she performed
for six years. During that time, she was Symposium Designer Coordi-nator in 2007 with Derrick Vasquez AIFD, Symposium Designer Coor-dinator with Tom Simmons AIFD in 2013 and Symposium Coordinator in Anaheim in 2016 also with Tom Simmons AIFD. She also served the AIFD sym-posium as Awards Chair 2009 and did the main stage wedding program with Derrick Vasquez in Kansas City, as Procurement Program Chair in 2018. “Procurement (for the sympo-sium) is a three-year job,” Lori says. “It is hard.” She helped a friend who was Procurement Chair in 2017 in Seattle because she knew the challenges of the job could be overwhelming. “A lot of my involvement has come back to the fact that you make these friendships, you meet all the growers, you learn what they grow, etc.” Knowing the prod-ucts and what’s grown in California
Giving Back is Continuous Learningfor Lori Novak AIFD CFD by Peggi Ridgway
WINTER 2018 | 5
My aunt has always beenvery supportive for me to
continue learning andreaching for more creativity.”
The Archibald Flowers shop in Rancho Cucamonga offers an assortmentof gift items, seasonal wreaths and floral arrangements.
Fresh roses in theArchibald Flowers shop
(“We grow some spectacular flow-ers here!”), you are in a position to serve in these areas and to do the procurement with a good command of the job. As an AIFD designer, Lori has also worked with the Society of American Florists, including two U.S. presidential inaugurations or-ganized by the Presidential AIFD Committee. Aunt Lynne designed with the SAF group for one of them. For each inauguration, there were teams of 20 to 30 AIFD designers each and team leaders who coordi-nated their efforts. “That’s how I started using AIFD members (for my business),”
Lori says. Many of the designers who work with Lori on industry events also help her in California to design for holidays and large events. Lori also served AIFD’s South-west Chapter board of directors through 2017 and was a member of the association’s National finance committee. The 2017 Fun ’n Sun event sponsored by Cal Flowers also ben-efited from Lori’s expertise and in-volvement as a design team member. This event was especially meaningful to her because the designers used only California-grown floral products, with which she is especially pleased.
Continued on page 15
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6 | THE BLOOMIN’ NEWS
ROUNDABOUT
Jan Wilder’s Flower Fu-sion in Orange County was featured in a photo spread in Ceremony Maga-zine’s November 8 edition. The wedding was floral-ized in pink and took place at Casino San Clemente. Speaking of pink, during the Susan G. Komen San Diego 3-Day, pink Gerbera daisies were handed out by Dramm & Echter to thousands of event partic-ipants. Southwest AIFD put on two fun hands-on floral workshops recently with Brad Austin AIFD CFD and Tom Simmons AIFD CFD.
Bradley Kaye of Disney Parks Live Entertainment and now Principal Art Director based at the California Dis-ney Resort was one of three design professionals to serve as judges for the Tournament of Roses parade on January 1. Actor and humanitarian Gary Sinise, was Grand Marshal in the 129th Rose Parade present-ed by Honda and themed “Making a Difference.”
Several area designers worked and designed at CalFlowers’ Sun ‘n Fun event (held every two years) in the Carlsbad area: Derrick Vasquez AIFD was lead designer; Lori Novak AIFD CFD (see cover story), Tom Simmons AIFD CFD CCF and Michael Quesada AIFD CFD.
Rene van Rems AIFD PFCI had a busy autumn, conducting workshops in Carlsbad and presenting an awesome European de-sign show during CSFA’s 2017 “CaliFlora” event. Also conducting work-shops at CaliFlora were Tony Alvarez AIFD CCF EMC, Sandy Lesnewsky and Noel Tribbey AIFD.
Members of the Royal Court showcase fresh cut roses presented to them.
Speaking about flower farm-ing trends to the Produce Marketing Association Fresh Summit in New Orleans was Kasey Cronquist, CEO and ambassador for the California Cut Flower Commission. The summit draws nearly 20,000 attendees from 60 countries.
Debra Lee Baldwin, the queen of succu-lents, went to the Suc-culent Extravaganza in northern California and was interviewed by KPBS radio’s “Midday Edition,” KUSI-TV’s “Good Morning San Di-ego” and in that same month launched a new book, the updated sec-ond edition of Design-ing With Succulents.
Over in Santa Ana, Phil Rullo-da AIFD AAF PFCI, completed an advanced floral design class of tropical flowers and foliage from Green Point and Mellano & Company’s California-grown flowers. (see photo)
Congratulations to Greg Lum AIFD EMC CFD and Katharina Stuart AIFD CFD CCF who will represent FTD in the FTD America’s Cup 2018 competition at the AIFD National Symposium June 30-July 4, 2018, along with seven other FTD design-ers. The winner goes on to compete in the 2019 World Cup.
8 | THE BLOOMIN’ NEWS
Ice Flowers:Add Frost Three Ways
For Wintery DramaPhotos & article by Kit Wertz
Ice Floral Design: By adding a snowy and icy treatment to colorful flowers like purple ranunculus, blue sea holly and Green Trick Dianthus and combining them with more classic winter de-sign flowers like white hydrangea and light pink roses, you can achieve a fun and unique winter wonderland floral design.
This Winter, keep the flocked branches after the holidays and add more frost to any type of flower, greenery or branch for an even cooler new Year’s celebration and call them “iced flowers.” essential tools for creating a variety of icy looks on fresh flowers include a se-lection of sprays from Design Master. Gather in your design space: Glitter spray in gold and silver, Petal Proofer and Tack 2000 and a few cans of fake snow or flocking spray. Icing Technique #1: create a subtle hint of ice on flowers by spraying with Design Master’s Glitter spray. This adds to the idea of sparkling frozen dew onto flowers and makes the petals glisten. Icing Technique #2: add more drama to a flower and suggest a snow flurry, by first spraying the flower with Petal Proofer and then gently dipping the head into a pile of fake snow. i used the Buffalo snow brand “frosty snow” for this article. The Petal Proofer offers just a hint of glue to help a few of the artificial flakes hang onto the petals. Icing Technique #3: Make it a full-on blizzard of icy snow on a flower by spraying with Tack 2000 and then dipping into the fake snow. This creates a winter wonderland on top of your florals. Mix flowers with “icing techniques” to create a variety of frosty looks for each. some flowers like sea holly take to the spray snow quite well. Green Trick Dianthus is fantastic with fake snow. flowers like roses do well with the glitter spray to add a touch of ice to their petals and still show off their beauty. Manzanita branches and other dried materials can be flocked with snow spray or the fake snowflakes using the Tack 2000 method.
Ice Flower Tools: in addition to fake spray snow and flakes, obtain cans of Design Master’s Tack 2000, Petal Proofer and Glitter sprays. These Green Trick Dianthus were all treated with the icing Techniques listed in this article. combinations were from left, Tack 2000 & fake snowflakes. The middle Dianthus, Petal Proofer & fake snowflakes. The right flower was sprayed with silver Glitter spray.
Ice Flowers Close-up: roses look like they are frozen with a treatment of glitter spray. sea holly looks iced by adding a light layer of spray snow or “flocking” from a can.
Kit Wertz is a professional floral designer, photojournalist, market-ing expert, graphic designer, certified Project Management Profes-sional, Flower District tour guide and television personality. She co-owns Flower Duet, Torrance, CA, with her sister, Casey Schwartz.
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VAN NUYS
10 | THE BLOOMIN’ NEWS
POTPOURRI
Hurricanes Wreak Destructionand Generate Contributions
Harvey in Texas, Irma in Florida, Maria in Puerto Rico and, at the end, Nate. The impact of all these major hurricanes on the United States could hardly be measured accurately, but it has been enormous. Tens of thousands of national guard, emergency response team members, federal personnel were on the ground in advance, during and following these events in late August - September 2017. Millions of meals and liters of water, along with other necessities and monetary donations came to the cause from hundreds of companies, thousands of individuals. Hundreds of thousands of dollars and federal funds poured into the areas. In Puerto Rico and the U.S. Virgin Islands, recovery efforts continue even now. The floral industry responded to the disasters immediately. CalFlowers is an example of the many organizational donations, with its $10,000 for a special florist relief fund set up for the Texas State Florists Association. AIFD Foundation worked with TSFA and Florida State Florists Association to accept donations. BloomNet also collaborated with AIFD designers and
Foundation to provide help for industry members in Texas and Florida. More than 400 industry members were expected to attend the 133rd annual convention of the Society of American Florists in Palm Beach, Florida, September 6-9. Hurricane Irma came along and the convention was cancelled on September 5. Many people and floral products had already arrived; hotel staff members were thrilled to receive the SAF flowers. From the floral industry came reports of florists and growers unaffected by the storms to florists and growers who had lost up to 90 percent of their businesses. There were just as many volunteers who filled in to help those who needed it, including several who simply coordinated efforts using social media. The people came together, the floral industry came together, and the work of restoration continues.
Field to Vase Dinner Tour Wins Award Congratulations to the American Grown Field to Vase Dinner Tour, which recently won Floral Management’s Marketer of the Year. The award was announced by editor and CEO Kate Penn and is sponsored by Design Master color tool inc at the Field to Vase dinner at Hope Flower Farm in Waterford, Virginia on September 8, 2017. Floral Management is published by the Society of American Florists.
Governor Signs Bill to Protect Undocumented Workers
Federal government immigration enforcement agents may not gain access to any non-public areas of a place of labor unless they present a warrant. After numerous amendments and negotiations the bill was amended to align with federal requirements and the governor signed it into law in October 2017.
Petal It Forward a Big Success SAF’s 2017 Petal It Forward (October 2017) had the participation of floral industry members in 467 cities in all 50 states plus Washington, DC and Canada. The number of cities was doubled from 2016. Even Canada led 573 local Petal It Forward events. In addition, 155 supporters participated in social media “thunderclap” post that reached more than 100,000 people. In November, SAF’s Petal It Forward program won SAF’s “Power of A” Gold Award.
Luxe Blooms is our brand of high-end boutique flowers from artisan growers around the world,
exclusively at Mayesh.
MAYESHE S T . 1 9 7 8 # M A Y E S H L U X E B L O O M S
M A Y E S H . C O M / L U X E - B L O O M S
C O N TA C T U S T O G E T Y O U R M AY E S H L U X E B L O O M S !
F R E S H @ M A Y E S H . C O M | 8 5 5 . 4 6 2 . 9 3 7 4
L O N G E R S T E M S • M O R E B L O O M S • B I G G E R H E A D S
WINTER 2018 | 11
POTPOURRI
White Sunflowers are Here A pure white sun-flower has come into existence as the re-sult of the efforts of Woodland sunflower expert Tom Heaton. And there are two: ProCut® White
Nite (with dark cen-ter) and ProCut®
White Lite (lighter center). Both varieties produce one large eight-inch bloom on a strong five-foot stalk. No longer restricted to autumn colors, these white beauties will broaden the overall appeal of sunflowers, which are available fresh from Valentine’s Day to Christmas. And white petals can be dyed. Heaton is the world’s leading hybridizer of ornamental sunflowers. His NuFlowers and Sunflower Selections companies have marketed dozens of eye-catching sunflower varieties. Be-fore releasing the new white varieties, Heaton distributed sample seeds to around 100 volunteer growers nationwide through the Association of Specialty Cut Flower Growers. Reviews are raves.
Show Off Your Display Talents Super Floral and Syndicate Sales invite you to enter the 2018 Merchandising Award of Excellence contest. Each of the three finalists will receive airfare and hotel in Chicago for the June 25-27, 2018 International Floriculture Expo, along with other prizes. For directions, see Superfloral.com.
Interior Designers Focus of New Program The Society of American Florists and Asocolflores have teamed up to promote the use of flowers to enhance in-terior spaces. “The Architectural Design of Flowers” pro-gram will educate design influencers on research proving the scientific benefits of flowers. It will also provide guid-ance on how design pros can integrate flowers and create more meaningful, welcoming and productive professional and private spaces for clients. The new program features “Two-Minute Trends with Kelli Ellis and Mark Wood-man” in a seven-video series.
Scholarship Deadline is February 1 The American Floral Endowment is accepting applications now for the Paul Ecke Jr. Scholarship and the Altman Fam-
ily Scholarship. Merit-based, the scholarships are for graduate students with the skills and desire to become leading floricul-tural scientists and educators. See Endowment.org
SAF Displays New Website Home Page SAFnow.org is sporting a new look these days, making the information and resource-packed site easier to navi-gate. The goal of the new home page is to communicate “who we are, what we do and who we serve,” says Max Duchaine, SAF’s digital strategy manager.
Legalization of CannabisGrowing Evaluated
A presentation by Daniel A. Sumner, Ph.D., director of the Agricultural Issues Center at University of California, Davis, told of the impact of the legalizing of growing cannabis in California. The University was charged by CalFlowers with gathering data and assessing how recreational marijuana might impact our state’s floral industry. Dr. Sumner presented results of the assessment as evidence that no impact is expected to the cut flower production.
Continued on page 12
Flower Shop BrokerDRE#01926680
Selling Flower Shops Since 1997
Flower Shop BrokerDRE#01926680
ESTABLISHED FLORAL SHOP AWAITS YOU• San Gabriel Valley • 40 years, high traffic street • Free-stand-ing building leased • New technology installed • 2,280 square feet • 2 large walk-in coolers • Rear covered storage • Large private parking lot • $475K annually • Asking: $109K
Owner retiring; will train • Some employees 17 years tenure
Buy or Sell With ConfidenceSean Edelstein 949.551.2060
[email protected] Orange, Riverside, San Bernar-dino & Los Angeles Counties
12 | THE BLOOMIN’ NEWS
POTPOURRI
Stunning New CSFA Website California State Floral Association’s new website at Cal-statefloral.com offers an attractive, trendy look and friend-ly user experience for all segments of the California flower industry. Learn how to become a California Certified Florist, implement some cool design tricks and become a CSFA member: Calstatefloral.com
Fun ‘n Sun Draws Crowd The Fun ‘n Sun convention last August drew 402 growers, wholesalers, retailers, brokers and others to its events in Carlsbad. Farm tours occurred at Dramm & Echter Inc., Kendall Farms and Mellano & Company. There were 35 exhibitors and several educational sessions and a flower fair.
Farm and Flower Guide Available Certified American Grown has published its first “Farm & Flower Guide” in collaboration with Florists’ Review. It offers farm profiles, a botanical directory and a national directory of American flower farms. For your copy, email [email protected].
National Geographic FeaturesAmerican Grown Flowers
The November issue of National Geographic featured Certified American Grown flower farmers Andrea and Lou Gagnon of Lynnvale Studios in Virginia, who
hosted an American Grown Field to Vase Dinner Tour in 2015. A writer from the magazine was one of the media members who attended that event. When the NG writer and photographer came to the farm, they asked lots of questions about the American Grown Flower movement and why consumer awareness matters.
Gloeckner Awards Grants C. Nansen and The Regents of the University of California, Davis, have received a $10,000 grant from the Fred C. Gloeckner Foundation. The grant supports early detection of anthropod-induced stress in greenhouse cut gerbera (Gerbera jamsonii) using hyperspectral remote sensing. This along with thirteen other grants totaled $145,710. The Foundation has awarded more than $6.8 million in grants since 1960.
California Produces Most Flowers About two-thirds of the U.S. cut flower supply is imported, while one-third is produced right here in the U.S. And of that one-third, our state is the biggest producer at about 75 percent of all domestically grown cut flowers. The wholesale value of California’s product is estimated at about $294 million. Superfloral, “U.S. Cut Flower Supply Report” based on data supplied by the U.S. Department of Agriculture and National Agricultural Statistics Service and supply by the Association of Floral Importers of Florida.
Study Reveals Flower-Buying Trends The American Floral Endowment and Society of American Florists have released the long-awaited Floral Purchase Tracking Study, or Consumer Tracking Study, the first since 2005. Funded by the Floral Marketing Research Fund and conducted by IPSOS, the study’s details (and outline) can help florists maximize opportunities and sales. It is available for $159 from FMRF.org. The study highlights several eye-opening characteristics about the buying habits of Millennials, also known as Generation Y or those born from the mid-1980s to the late 1990s. Millennials:
• Need reminders to buy flowers; floral purchases are often overlooked
• Are experience-focused. Offer fun activities in-store• Perceive flowers as “traditional”, not trendy• Value customization and personalization• Value word-of-mouth social media sharing of information
about flowers; meanings of flowers, events, floral art, videos• Perceive flowers to be expensive; offer “specials”• Value loyalty programs; make yours easy to use• Notice social media and television advertisements more than print media• Use their mobile phones for quick information; make sure your website is “responsive”, i.e. it will automatically
adjust its size and shape to small devices.
WINTER 2018 | 13
Kay Wolff AIFD CCF CFD pins Debbie Deis from D&D Floral Design, Los Osos, at CaliFlora.
POTPOURRI
California State Floral Association’s “2017 CaliFlora” event happened at the International Floral Trade Center in Carlsbad in November. Several hun-dred floral retailers, wholesalers, de-signers and others enjoyed educational workshops with professional designers, a new varieties expo and a vendors expo, design shows and competitions. In the student competition with fifteen students, sponsored by Cali-fornia Cut Flower Commission, first place winner was Armando de Loer Mejia, City College of San Francisco; second place was Alyssa Snow of Cal Poly San Luis Obispo; third place Isa-bel Sarellano of Mission College; and people’s choice went to Paula Knapp of Mission College.
The much anticipated Top Ten competition, sponsored by CalFlow-ers, featured David Root of Pacific Events Productions as first place and
people’s choice winner; taking sec-ond was Sambath Prom-Chiem CCF of Trinity Flowers By Sammy Chiem Events; tying for third place were Lily Chan AIFD EMC representing Master Florists Association and Jon Martinez of Wholesale Flowers. Rene van Rems, the recipient of the Meritorious Service Award, presented the afternoon design show, “European Floral Décor for the Season.” Pinned and recognized as hav-ing completed the California Certi-fied Florist requirements were Bertha Aguilar CCF, Pamela Ball CCF, Edith Botello CCF, Debbie Deis CCF, Robin Grundemeyer CCF, Perrin Kelly CCF, Margarita Maxwell CCF, Sarah Reyes CCF and Gina Wright CCF.
2017 CaliFlora a Big Draw
In the Flower District:
508 E. 8th Street, #ALos Angeles, CA 90014Open 6 a.m. – Noon • 213 623-5454
Email: [email protected]: www.VasesbyRobert.com
Vases by RobertVases All Shapes,Colors, Textures
and Sizes!
14 | THE BLOOMIN’ NEWS
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5
9
8
3
10BRIGhT BuSINESS
IdEAS
fill empty areas of your re-tail shop. never leave blank areas. Look full and busy.
create Pinterest and instagram accounts and post photos of your most stunning arrangements frequently. Gene-rate a following by inviting locals to your accounts.
invest in the development of a floral mobile app that can provide floral
information to mobile device users, includ-
ing their status in your loyalty
program.
attract Millennials by detouring from traditional styles. Design a few trendy and far out arrangements
and post them on facebook every day. invite locals to
visit your page.
for valentine’s Day, transform a section of your shop into a photo studio. co-
promote with a local photographer to offer “professional” photos
of customers with their purchases.
Take Creative StepsTo Grow Your Business
offer a floral subscription service with monthly (or
more frequent) deliveries and
automatic credit card
charges.
have your delivery employee snap a
photo of the re-cipient getting her flowers, then send
the photo to the customer. it’s one
of those special touches that mean
so much.
4Post floral quotes around the shop. sayings like “i’d rather have roses on my table than diamonds on my neck” by emma Goldman can generate sales.
create a loyalty program whereby
customers get points for pur-
chases, leading to rewards at stated
point levels.
Promote thelongevityof selectedflowers andarrangementswith small “fYi” signs that read “With proper care, will last up to two weeks.” include a care instruction guide.
7
WINTER 2018 | 15
Lori Novak: Continued from page 5
Top photo: The Inland Valley Daily Bulletin covered the story when Lori Novak and her aunt Lynne Kraus designed for the United States presiden-tial inauguration in Washington, DC.
Left photo: Fresh cut flowers sign at Archibald Flowers
Infusing the Businesswith Creativity
There are many ways to make a business succeed, and Lori and Lynne have employed several of them. Lori attests to her own experience with social media that “People do follow you, and they friend you. Her advice? “Snap a picture and post it” daily on Instagram, Snapchat, Facebook. Peo-ple notice and they remember you when they want flowers. The influence of Lynne Kraus, along with the ideas Lori gleans from AIFD symposiums and other floral activities, are represented at Archibald
Flowers almost daily. Weekly specials. “Sunflower Saturday” is as popular as “Throwback Thursday” when deliv-ery is free. Partnering with FTD and other services puts attention-getting promotions in place. There’s always a special emphasis on something to grab consumers’ attention. Work for Archibald Flowers’ large events, hospital and casino orders occurs in a leased 1,800 square foot warehouse down the street, where there is ample room to store supplies and equipment. The staff works out of the warehouse and the drivers use it as their base of operation. Produc-tion soars in this second work space, as there are no walk-ins or interruptions. Everyone is focused on creating spec-tacular arrangements for customers. A sales person (Erika), an office manager (affectionately known as “Aunt Judy”), a head designer (Holly), two drivers (Angel and Hayley) make
up the staff. Free lance AIFD designers are hired for overload holiday orders. Lori’s two daughters (in college and grad school) help when they are avail-able. And her husband Bob supports all her efforts and hard work. But it’s the joy of flowers and making people happy that keeps Lori Novak going. When she and Tom Simmons were planning the 2016 AIFD symposium, they shopped the Original Los Angeles Flower Market. Lori had not been there for a while. “I was like a kid in a candy store: ‘Look at this! Look at that!’ I had forgotten how wonderful the Market is.” It’s that excitement about the overwhelming variety of floral choic-es, colors, textures and design possi-bilities that continues to inspire Lori. “I don’t want to do paperwork or computer work,” she says, focusing on flowers. “I enjoy working with flowers. It never gets old.”
I don’t want to do paperwork or computer work. I enjoy working with flowers. It never gets old. ”“
C A L E N D A R
16
JANUARYNational Mentoring Month
6, 13, 20, 27 The Wall farm-ers market, 9 am – 2 pm, on Wall Street between Seventh and Eighth streets, Los Angeles.
1 Rose Parade, Pasadena
1 – 7 Enchanted Forest of Light, Descanso Gardens, La Canada Flintridge.
1 – 8 Botanical Art Exhibi-tion, The Huntington Library,San Marino.
8 – 19 “Floral Designer”fundamentals workshop,9-4 Mon.-Fri., Southern California School of Floral Design at Mel-lano & Co., 1605 E. McFadden Ave., Santa Ana. 714 776-7445or Philrulloda.com.
15 Martin Luther King Jr. Day
18 – 22 LA MART “Winter Market,” LAmart.com or 213 763-5800
20 Flower District Tour, 7 am, with designers from Flower Duet. See Flowerduet.com
“Winter Ice” floraldesign workshop, Flower Duet,Torrance. Call 310 739-7644.
24 “Bouquet & Boutonniere” floral design workshop, Flower Duet, Torrance. Call 310 739-7644.
FEBRUARYAmerican Heart Month
Black History Month
3, 10, 17, 24 The Wall farm-ers market, 9 am – 2 pm, on Wall Street between Seventh and
Eighth streets, Los Angeles. 2 Groundhog Day
4 Super Bowl 52, Minneapolis
13 Mardi Gras begins
14 Valentine’s Day Ash Wednesday
16 – 25 Riverside County Fair & National Date Festival, Riverside. Indio.org
19 Presidents Day
24 Flower District Tour, 7 am, with designers from Flower Duet. See Flowerduet.com
“Hot Tulips” floral design workshop, Flower Duet, Tor-rance. Call 310 739-7644.
28 “Wedding Centerpieces & Table Accents” floral design workshop, Flower Duet, Torrance. Call 310 739-7644.
MARCHWomen’s History Month
3, 10, 17, 24, 31 The Wall farmers market, 9 am – 2 pm, on Wall Street between Seventh and Eighth streets, Los Angeles.
4 The Flower Fields in Carls-bad will open in early March. Theflowerfields.org
Academy Awards, Dolby Theatre, Hollywood
5 – 7 “Advanced Floral Designer” workshop, Southern California School of Floral Design at Mellano & Co., 1605 E. McFad-den Ave., Santa Ana. 714 776-7445 or Philrulloda.com.
8 International Women’s Day
11 Daylight Saving Time begins
11 – 14 WF&FSA University of Innovative Distribution, India-napolis. WFFSA.org
12 – 13 “Advanced Wedding Designer” workshop, Southern California School of Floral Design at Mellano & Co., 1605 E. McFad-den Ave., Santa Ana. 714 776-7445 or Philrulloda.com.
14 – 16 “Special Events / Décor Designer” workshop, Southern California School of Flo-ral Design at Mellano & Co., 1605 E. McFadden Ave., Santa Ana. 714 776-7445 or Philrulloda.com.
17 St. Patrick’s Day
20 First Day of Spring
20 – 22 World Floral Expo, Chicago (Rosemont).Worldfloralexpo.com,
24 Flower District Tour, 7 am, with designers from Flower Duet. See Flowerduet.com
“Emeralds & Diamonds” floral design workshop, Flower Duet, Torrance. Call 310 739-7644.
25 Palm Sunday
30 Good Friday
31 Passover begins
SAVE THE DATE
June 30 – July 4, 2018:AIFD’s “Discover”
National Symposium,Washington, DC.
Check our website OriginalLAflowermarket.comfor Flower Market shopping hours, parking info and more.
Our calendar listings help you tie your business promotions to special events and observances.
WINTER 2018 | 17
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
18 | THE BLOOMIN’ NEWS
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)
($3.00 extra)
($3.00 extra)
($3.00 extra)
($3.00 extra)
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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
