Bloomin' News | Spring/Summer 2023 | Volume 32 Number 2

YOUR FLOWERBUSINESS TOOLKIT

THINGS YOU’LL NEED TO START (OR-INSPIRE) YOUR FLORAL BUSINESS

MEET YOUR FLORAL FRIENDS GET ADVICE FROM FLORISTS IN BUSINESS ONE, FIVE AND TEN+ YEARS!

Q & A CONVERSATION: KARA DUFFY, BUSINESS COACH & CONSULTANT ANSWERS YOUR TOP QUESTIONS

This news magazine is published quarterly (January, April, July, October) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd.

Location: 754 Wall Street, Los Angeles, CA 90014

PUBLISHER

The Original Los Angeles Flower Market of the American Florists’ Exchange

Special Holiday Hours, maps, tenants, seasonal flowers and more available at originallaflowermarket.com

Market Information 213.622.1966 Market Manager/Mellano 213.622.0796

BOARD OF DIRECTORS

American Florists’ Exchange, Ltd. Los Angeles Flower Market

Christine Duke

Lizbeth A. Ecke

Jim Mellano

Jon Prechtl

John Williams

Paul Ecke III

Corey Steiner

EDITORIAL AND ADVERTISING

Email: Marketing@thelaflowermarket.com

LAFD ASSOCIATION MEMBER BADGE PROGRAM

Frank Reyes 766 Wall Street, Los Angeles, CA 90014 laflowerdistrict.com

Monday - Saturday, 6 am to 2 pm | 213.627.3696

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DISCLAIMER

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WRITTEN BY CONTRIBUTING WRITER PHOTOS PROVIDED BY FLORISTS

The floral industry can be a daunting place, especially when you are venturing into entrepreneurship. However, we are here to bridge that intimidating gap and connect you, our esteemed Bloomin’ News reader, with a diverse group of florists and designers who have successfully navigated owning their floral businesses.

In our featured interviews, you will hear from various individuals, from those in their initial years of business to seasoned veterans, all generously sharing their valuable advice. Consider this group your floral comrades, your friendly neighbors, and your go-to resource for learning something new. By delving into their stories, emerging floral designers can gain insightful expertise and priceless guidance to help propel them forward. So, read on and discover the knowledge that may be your key to taking the next step!

MEET RICARDO DELGADO | IRISES DESIGNS 18 YEARS

Location: Upland | Connect with me: @irisesdesignsca

“The stress is real! I’ve learned that above all my skills, the most important one is to be resourceful!”

Advice to give a younger Ricardo? There is a lot, lol, but in a sentence I would say: “You will screw up, lose money and make mistakes, pick the right team and it will be a great adventure!”

MEET POPPY | POPPY LAVENDER FLORALS 7 YEARS

Location: Downtown Los Angeles

Connect with me: @poppylavenderflorals

“My motto that helps me ~ Learn to bend like the stems you work with daily, start small and slow and learn to grow.” What keeps me warm day in and day out? The flower market in DTLA is a powerful place to make connections and friendships not just buy flowers, its a family and I love it!

MEET KAT CASTAGNOLI | KAT’S FLORAL DESIGN 20+ YEARS

Location: Huntington Beach | Connect with me: @katsflorals1

“Remember, you don’t need to take every single job that comes your way – there will always be more.”

Something that I’ve learned? Floristry is so much more than owning a shop and doing daily arrangements; it’s truly its own artform.

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MEET KEITH LAVERTY | KEITH LAVERTY 22 YEARS

Location: Newport Beach

Connect with me: @keithjlaverty

“Stay true to your aesthetics/beliefs and don’t be afraid to say no to a client if you don’t fit with their vision or budget.”

What amazes you when dealing with your client? How open clients are if you are educated, excited and confident that you’ll provide them with the best service possible.

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MEET TIFFANY GABRUS | THE SWEETZER LIFE 2.5 YEARS

Location: Los Angeles

Connect with me: @thesweetzerlife

“It’s NEVER EVER EVER too late to follow those wild dreams and “What Ifs?”!”

When asked if I have any regrets or would do something different? Nothing! I allowed it to be such a wild, freeing, and organic process for myself on all fronts so every day I learn and grow and I cherish that. So my advice is to let things be what it is!

MEET MICHAEL MUNDAY | MUNDAY VIBES 2 YEARS

Location: Los Angeles

Connect with me: @munday_vibes

“Take the extra time you thought you needed.”

Something I’ll always look back on? It’s not just florals that go into an arrangement. All my training in dance, art, and styling add their own vibe to each of my pieces.

MEET EMILY ANDRADE | PETAL TALK 4 YEARS

Location: San Fernando Valley and San Gabriel Valley (and So-Cal)

Connect with me: @petal__talk

“Make time for self-care and prioritize your personal well-being!!”

That unexpected moment? That I would be part of such an amazing floral community where florists support and uplift one another, I will always cherish and be grateful for all the relationships I’ve made throughout my journey.

What I particularly enjoy? The flexibility in my schedule and the constant variation in my work. Every day brings something new, and I love that aspect of it!

MEET ROSE WHITE ROSE WHITE FLORALS 1 YEAR

Location: Dana Point

Connect with me: @rosewhiteflorals

“Remember - it’s a journey not a race!”

What’s beyond flower arranging?

I’ve learned that being a florist and having a floral business is so much more than just flower arranging!

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MEET ALEXANDRA SCHOLTZ WILD FLORA DESIGN 9 YEARS

Location: Los Angeles

Connect with me: @wildfloradesign

“There is a lesson hidden in every difficult situation- seek it out, embrace it, and learn.”

Your advice to other florist? Your work can impact and inspire other florists in a positive way.

MEET LAURA BRADLEY WOOD AND WINE 5 YEARS

Location: Los Angeles

Connect with me: @woodandwinesucculents

“Never lose the childlike enthusiasm and imagination of why you started; and never stop creating and challenging your imagination!”

What sparks my joy? The incredible joy we receive by being a small part of someone’s day; seeing their face light up when they open the door to see an

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MEET ALY | ALYGANCE 5 YEARS

Location: Whittier

Connect with me: @alygancedesigns

“My advice is to take a chance and have fun.”

What still surprises me the most? I’m always suprised how many people tell me, they wish they could become florist.

MEET JAZMINA | DELILAH’S FLOWER TRUCK 4 YEARS

Location: San Fernando Valley

Connect with me: @delilahsflowertruck

“Seek a mentor who you admire and would like to emulate and learn from.”

What do you think about having a floral business? As a florist you’re constantly evolving from a business and creative perspective - developing and fostering so many relationships at once and finding/curating your design style.

MEET EMILY JILG | BLOOMS BY EMILY 4 YEARS

Location: La Cañada

Connect with me: @bloomsby.emily

“Trust your intuition and creativity because what makes you special is your perspective. And to Keep Blooming... :)”

That ‘pull at the heart strings’ moment? Flowers touch people in every part of their life from the very beginning to the very end and that flowers always say what you feel in your heart the best.

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MEET MOLLIE PIRKLE | PEACHY PETALS 1 YEAR

Location: Monterey Park

Connect with me: @peachy.petals

“Get over the fact that you think making tiktoks and reels is cringy because it actually helps your business get exposure and landed you clients! New color palettes and doing arrangements outside of your typical wheelhouse are scary, but in figuring those out you can only get better and improve more!”

Something the industry did that you didn’t expect? To turn me into such a morning person! I used to consistently sleep at 1am and now I’m tucked in by 10:30pm and up by 8am (or earlier…shocking). Very surprised to say that I’m a morning person who loves her double-shot iced coffee now because of the floristry haha!

MEET AMBER VASQUEZ | FLORESITAS BY AMBER 1 YEAR

Location: Los Angeles

Connect with me: @floresitasbyamber

“The advice I would give to any beginner florist is to trust your art and be open to evolving your style.” Your unexpected moment? I unexpectedly learned to associate floral blooms to people’s personalities.

MEET GABRIELLE | GABRIELLE BLOSSOMS 1 YEAR

Location: Los Angeles

Connect with me: @gabrielleblossoms

“I’ve learned that much of it is being able to be a strong business owner and grounding yourself, so that you can be in the position to do the creative work.”

Advice to my past self? I would tell my past self to really trust myself and not to second guess my choices so much.

MEET RAQUEL | SEVA FINERY 1 YEAR

Location: Woodland Hills/Calabasas

Connect with me: @seva_finery

“Just remember, there is so much to learn, be patient with an open mind and don’t short what you’re worth.”

Something unexpected on becoming a florist? How emotional the process can be, from weddings to birthdays, funerals, and sober celebrations… people are ordering these flowers for a special reason and it’s my job to convey that love & purpose.

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A CONVERSATION WITH Kara Duffy

BUSINESS COACH & CONSULTANT

ANSWERS YOUR TOP QUESTIONS

Get to know Kara Duffy, entrepreneur, business coach, consultant, speaker, and adviser. She is answering some of your questions on starting your own business - and how to make sense of it all! This easy-to-understand Q&A with Kara is only the starting point of kicking off (or even re-inspiring) your floral business. Let’s get started!!!

Q& A

TELL ME WHO YOU ARE/WHAT YOU DO? WHY DID YOU DECIDE TO BE A COACH?

I’m Kara Duffy an entrepreneur, business coach, consultant, speaker and advisor. I help businesss and business owners focus on what matters and build systems to have more revenue, freedom, purpose and impact. It is possible to have it all and to have a dream business. Having a coach and a community of fellow business owners accelerates that process.

I became a coach because I saw and interacted with a lot of smart, hard working people with great business ideas who were struggling to make it work. They were struggling to make enough money, find the right people, find enough time and definitely struggling to scale. From my experience both as an entrepreneur and in my corporate life, I knew that running a business doesn’t have to be that hard and in fact it can be fun and rewarding. I started business coaching & consulting to show creative, heart-lead entrepreneurs the systems, mindset and methodologies to make it work beyond their wildest expectations.

I’D LIKE SOME TOP TIPS AS I’M STARTING TO START MY OWN BUSINESS? WHERE SHOULD I START?

As soon as you’re thinking about starting a business, you have to start assembling your support team. Who do you know that is currently running a business? Who do you know that has business expertise or knowledge such as finance, accounting, marketing or operations? We often think that business teams are all paid employees, and that it’s true. A healthy business has a mix of unpaid mentors, interns, volunteers as well as paid consultants, experts, employees, and advisors. Reach out to the business experts in your life and invite them to coffee to run your ideas by them. Ask a LOT of questions.

Then I recommend using my Kara’s Quick Start Business Plan. This quick start guide can help you create Business Plans as short as one page.

What’s most important is that you’re writing your ideas down and asking yourself basic questions. Plus, studies show that writing goals down gives you a 40% increased chance of completing them!

Next, I’d recommend finding an entrepreneur community that fits your style. My Thrive Community is a global network of entrepreneurs and membership includes group business coaching, workshops, tools, guest speakers and more. It’s a great place for business owners from start up to decades of business.

Lastly, I also recommend looking for a business coach as soon as possible in your business journey. Most of my clients regret not starting with me sooner. A great business coach is worth the investment because they can help you go from zero to minimum monthly sales goal much quicker than you will on your own. Look for a business

coach who has worked with start ups before, has worked with businesses like yours, who gets your vision and who is confident in where your opportunities are.

I DO FLORALS AS A SIDE HUSTLE, ON TOP OF MY CURRENT FULL TIME JOB. WHAT ARE SOME POINTERS TO GET ME STARTED IN MAKING MY SIDE-HUSTLE A FULL TIME, PROFITABLE BUSINESS?

Moving from side hustle to full time is all about money. You need to have a plan on how you’ll generate enough monthly revenue to pay for both your business expenses and your minimum personal expenses.

Get clear on how much money you need each month personally.

Get clear on how much money you need for the business each month. It’s 100% ok for this number to be your best guess.

Your Personal + Business spending needs = your Break Even Monthly Sales Goal. This is the minimum amount of money you need to generate each month to stay afloat.

Determine how much Runway you have. Your runway is how much cash or access to credit cards you have right now and how many months that money could support you and the business if no sales come in. My rule is usually a 3 month runway before you make the leap. If you’re more risk averse, focus on saving everything you can to create a longer runway before you leap.

Make the leap & start selling! Focus everything on generating sales. Once you’ve proven you can hit your sales goal, working with experts to increase your margin, implement best practices, etc is much easier.

HOW MUCH MONEY DO I NEED TO GET STARTED? WHAT ARE SOME BEST PRACTICES FOR MANAGING CASH FLOW?

How much money you need to start a business varies tremendously. I encourage anyone looking to start a new business to think about it as a project first. Host one event. Land one customer. Make a first sample. Thinking about it as a project first will give yourself space to test and experiment, as well as to look at it more objectively. We put so much pressure on things we call a business.

How can you spend the least amount of money while you’re in “project” or “test” phase? Smart business owners are always hesitant to spend money until they know how that investment - even $10, will lead to making more money in the short, mid or long term.

Managing cash flow is all about tracking your money. Keep a spreadsheet where you track all of your spending and income. You need cash to keep a business running and you have to invest the time to track and review both your revenue and expenses. Can you run your business before paying yourself on 50% of sales?

I AM CONFIDENT THAT I AM CREATIVE AND CAN DO GREAT FLORALS, BUT NERVOUS ABOUT GETTING (AND KEEPING CUSTOMERS), ANY ADVICE?

Focus on creating great relationships. People buy from people they like, people their friends or trusted associates recommend, and people who make their life easier, more beautiful, more rewarding. Focus on landing one customer at a time and dazzling them. Referrals are the start of every business and the majority of sales for many businesses.

In the floral business you’re not selling flowers, your selling beauty, love and happiness. You’re at an advantage in that everyone wants beauty, love and happiness - so go sell that!

I’M WORRIED ABOUT MY SECURITY AND WORK/LIFE BALANCE IF I START MY OWN BUSINESS. I’VE HEARD HORROR STORIES ABOUT PEOPLE WORKING EXTENSIVE HOURS

ONCE THEY START THEIR OWN BUSINESS.

You can start a new business working 1 hour a day or working 20 hours a day, it’s truly a personal choice. Most people who are working too many hours a day or week are those who are trying to do it all by themselves and those who are focusing in all the wrong areas. This is where having a business advisor or coach can radically change everything. Don’t try to do it all. Only do what is absolutely necessary to have happy customers and make the business function. Many businesses don’t need social media, or a logo, or a website or a business card to start and yet that’s where so many new business owners focus. You just need a customer saying YES to start. The difference between a business and a hobby is that one costs you money and one makes you money. Focus on making the money :)

WHAT ARE SOME USEFUL RESOURCES, BOOKS, BLOGS, PODCASTS YOU’D RECOMMEND??

FOCUS ON CREATING GREAT RELATIONSHIPS.

Podcasts: How I Built This, Powerful Ladies Podcast

Books: I am always recommending books and you can get free access to my full library on my website. Business Made Simple and Storybrand by Donald Miller are two I always recommend.

WHAT’S NEXT? DO YOU HAVE ANY UPCOMING PROJECTS YOU’RE EXCITED ABOUT?

I’VE BEEN IN THE BUSINESS A LONG TIME, AND I’M IN A BIT OF A RUT - IS THERE ANYTHING YOU’D RECOMMEND TO GET THAT EXCITEMENT BACK?

When you’re in a rut it usually is a sign that you’re not doing activities within the business that fill up your soul or bring you joy. I’ve had many clients come to me saying, “My business is successful, but I hate my job.” It’s super common to focus on making the business work and not think about how can the business work for me. Here are three tips to try now:

Come back to why you started the business and the original vision you had.

Get out of the office and invite potential clients, vendors or other business contacts to lunch. Getting outside and engaged with others in your industry can change everything.

Schedule a vacation or long weekend. Leave the computer at home and allow yourself to be present and enjoy wherever you decide to go.

Always! Each month I host a business skill workshop as well as host guest experts in my Thrive Community which I love. Sharing best practices and brainstorming with business owners is both fun and inspiring. July’s topic is Mid-Year Check-In and August is Becoming a Thoughtleader.

I’ll also be having free business workshops throughout the summer. Then, in September I’m launching for the first time my Business Accelorator program. It combines both my foundational business structures and methodologies to scale into an mixed online and live course.

All events, courses and programs are listed at karaduffy.com

HOW CAN I CONNECT WITH YOU? WHAT ARE SOME OTHER RESOURCES YOU’D RECOMMEND?

The best way to connect with me is to visit karaduffy.com and book an introductory call. I’d love to hear about your business, your challenges and opportunities, as well as brainstorm with you.

PEOPLE BUY FROM PEOPLE THEY LIKE, PEOPLE THEIR FRIENDS OR TRUSTED ASSOCIATES RECOMMEND, AND PEOPLE WHO MAKE THEIR LIFE EASIER, MORE BEAUTIFUL, MORE REWARDING. 1. 2. 3.

You can also follow me on instagram @kara_duffy where I share news, events, business tips and more.

People You Need to Know Around the Market

WRITTEN BY OLAFM STAFF

We’ve seen a lot of new faces at The Original Los Angeles Flower Market, and thought we’d reintroduce ourselves. Here is a team of people that you will see around the market!

The Front Desk & Check In Teams

Our friendly team, stationed at the main entrances, takes pride in warmly welcoming guests to the market. They are readily available to assist with any inquiries, process payments from the general public, and ensure a smooth entry for our valued trade customers by checking their badges.

Badge Program Manager

Meet Frank Reyes! Frank oversees the Badge Program, and also works with the LA Flower District. He is the go-to person for providing guidance and distribution on the Badge Program.

Many of our customers who visit us often know these faces. This group of fellas help keep things safe and welcoming for our customers. From inside the market to surrounding areas to our parking lot and garages, this team walks and monitors all areas of the market. They also help us manage and maintain trade and general public hours.

Our 30+ vendors are our shining stars! Day in and day out it is this team of people who work endlessly to bring fresh floral, greens and

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Happenings

TELEFLORA’S MOTHER’S DAY AD REVEALS

THE ‘HARDEST PART’ OF THE JOB

Teleflora’s Mother’s Day campaign, “The Hardest Part: A Teleflora Love Story,” showcases the emotional journey of motherhood, emphasizing that letting children go to grow is the true challenge. “This Mother’s Day, we wanted to pay homage to the unwavering love and support mothers provide throughout their children’s lives,” said Daniella Mason, Teleflora’s Vice President of Marketing.

CAL FLOWERS - “MEMBER APPRECIATION” MEETING

Join CalFlowers on August 18, 2023, for the “Member Appreciation” meeting. Attendees will experience informative presentations on the association’s industry support initiatives. Don’t miss this valuable event with networking opportunities. After the meeting, enjoy an industry happy hour and access to a suite at Petco Park, courtesy of CalFlowers. Stay tuned for registration, hotel rates, and game ticket updates.

ALEX AGHAJANIAN ELECTED PRESIDENT OF 2024 TOURNAMENT OF ROSES

Alex Aghajanian has been confirmed as President and Chairman of the Board for the 2024 Pasadena Tournament of Roses Association. He will provide leadership for the

135th Rose Parade presented by Honda and the 110th Rose Bowl Game on January 1, 2024. Aghajanian has an extensive Tournament of Roses background, having served on and chaired various committees.

AMERICAN FLORAL ENDOWMENT LAUNCHES 2023 FUNDRAISING CAMPAIGN TO SUPPORT FLORAL INDUSTRY

The American Floral Endowment (AFE) is conducting an annual virtual fundraising campaign to support research, education, and floriculture programs. This year’s campaign theme is R.I.S.E., representing AFE’s core programs: Research, Internships, Scholarships, and Education. The campaign aims to raise funds and support for all segments, ages, and levels within the industry. The deadline to sign up for the campaign and make a donation is Friday, June 30.

THE

FLOWER

FIELDS AT CARLSBAD HAVE OFFICIALLY CLOSED FOR THE SEASON

It has been a remarkable journey at The Flower Fields at Carlsbad, filled with captivating beauty and vibrant colors, and the team extends their sincerest gratitude to each and every visitor for being a part of this unforgettable experience.“Thank you for living colorfully. We look forward to seeing you in 2024 ”- The Flower Fields Team.

CALFLOWERS ANNOUNCES DATES AND LOCATION

OF THE 2024 FUN ‘N SUN FLORAL CONVENTION

Mark your calendars for the 2024 CalFlowers Fun ‘N Sun Floral Convention, happening at the Omni La Costa Resort & Spa in Carlsbad, CA, from September 4-7, 2024. Please remember that membership with CalFlowers is required to attend the convention.

THE 2023 FIELD TO VASE DINNER SERIES DATES AND LOCATIONS ANNOUNCED!

Mark your calendars for the 2024 CalFlowers Fun ‘N Sun Floral Convention, happening at the Omni La Costa Resort & Spa in Carlsbad, CA, from September 4-7, 2024. Please remember that membership with CalFlowers is required to attend the convention.

Sunday, July 23, 2023 - 5 - 8pm AKDT Scenic Place Peonies located at 5655 Scenic Place Homer, AK 99603 United States

Saturday, August 12 - 5 - 8pm EDT

Harmony Harvest Farm located at 201 Little Run Road Weyers Cave, VA 24486 United States