Update 4 16 edited

FLO E T

VOL. 17 MAY 2015 US $12.00 FLORET.COM FLORAL MADE IN US

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CONTENTS

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SOMETHING DIFFERENT NEW TREND

SIMPLICITY

EASY DECOR

HYDRANGEA

POPULAR CHOICE

PHILADELPHIA FLOWER SHOW FEATURE

SIMPLE BEAUTY FLORIST CHOICE

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DESIGNER TOOLS

FUTURE OF FLORICULTURE FEATURE

WHAT TYPE OF FLOWER ARE YOU? DISTRACTION

N E W T R OEUNRD T E A M

WILLIAM ALLEN editor in chief KIM BEELER chief revenue officer DANIEL WARREN head of editorial MICHAEL FORTUNE head of creative CHARLIE WOMACK head of operations DOUGLAS GRINSPAN head of revenue MAYA DRAISIN head of marketing JANICE TRICHON executive director RAUL AGUILA art director DAVEY ALBA staff writer ANNA ALEXANDER senior photo editor MATHEW ASGARI ux designer MICHAEL ASSENZA senior integrated marketing manager ASHLEY BANKS account director CHRIS BECKER information systems & technology LYDIA BELANGER research CALEB BENNETT design director MELISSA BICKAR senior marketing associate DYLAN BOELTE senior art director PATRICK BRENNAN advertising sales associate JOE BROWN executive editor LAUREN M. BURKEY senior premium markets manager MICHAEL CALORE senior editor TIM CARROL midwest sales director DELLEA CHEW events manager BEN CHIRLIN engineer MYRNA CHIU production manager LINDSAY CLARK midwest account manager

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STEPHANIE CLEMENT detroit director CHRISTOPHER CONA senior integrated marketing manager FRANCESCA CRISTIANI senior integrated marketing manager JORDAN CRUCCHIOLA research ALEX DAVIES associate editor KATELYN DAVIES editorial business manager JAY DAYRIT editorial operations manager GIOVANNI DORIN northwest manager EMILY DREYFUSS senior editor BRYAN DUSTRUD senior copy editor

JOHN J. EILENBERG senior editor (digital) TRACY EISENMAN account manager ELEANOR ENCARNACION techincal designer JOANNA LUNDBERG account manager SARAH FALLON senior editor CATHERINE FISH integrated marketing director ALLIE FISHER art director JOEY FLAHERTY* writer JENNA GARRETT associate photo editor JORDAN GOLSON contributor PIPER GOODSPEED senior director ANDY GREENBERG senior writer JULIA GREENBERG assistant research editor CHERIE GRIMM premium markets mananger ARTHUR GUILING facilities DAVE HADY southeast director NEIL HARRIS senior photo editor JESSI HEMPEL* senior staff writer LINDSEY HERRON senior digital planner NAGHAM HILLY director of events CHRISTINE HOANG digital sales associate ERICA JEWELL deputy managing editor MELISSA JIMÉNEZ associate to the publisher MEAGAN JORDAN associate marketing manager CHRISTINE KAUFFMAN luxury director JASON KEHE assistant research editor JUNHO KIM video producer KATHERINE KIRKLAND associate director HEATHER KIRKPATRICK digital planner CHRISTIE KLOK associate photo editor ASHLEY KNOWLTON northwest director CHRIS KOHLER editor VICTOR KRUMMENACHER art director SOWJAYA KUDVA senior producer HILERY KUNDINGER kitchen assistant RINA KUSHNIR associate art director ROSEY LAKOS project manager ISSIE LAPOWSKY staff writer AMANDA LEDERMAN sales associate

TIMOTHY LESLE research RON LICATA production director STEPHANIE LINDENBAUM advertising sales MARIA LOKKE photo editor JULIAN LOWIN southwest representative SARA MACK advertising sales MARK MAJDANSKI art director LAYLA MANDELLA engineer ISABEL MARX advertising sales STEPHEN MCGARRIGLE project manager KATIE MCNALLY events coordinator RYAN MEITH production manager CADE METZ* senior editor NURIE MOHAMED postproduction manger DAVID MORETTI deputy creative director TIM MOYNIHAN writer SUSAN MURKO senior editor ELIZABETH MURPHY los angeles director BLANCA MYERS associate to editor in chief HAYLEY NELSON product management SAMANTHA OLTMAN web producer FLORENCE PAK design director KATIE M. PALMER associate editor LEXI PANDELL research ROSS PATTON engineer JOANNA PEARLSTEIN deputy editor DAVID PIERCE* senior writer LIZ PORTO marketing solutions producer JENNIFER PRIOR copy chief DEAN QUIGLEY senior designer ALESSANDRA RAM community CAITLIN RAUCH marketing director MARGARET RHODES* writer NICOLE RICCARDI marketing associate MARK ROBINSON executive editor ADAM ROGERS articles editor AMANDA ROMANO account director CAITLIN ROPER senior editor PETER RUBIN senior editor

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POPULAR CHOICE

HYDRANGEA MARGARET RHODES* There are approximately 23 species of Hydrangea, only five are widely cultivated in the U.S. The most popular species is Hydrangea macrophylla, which is commonly known as bigleaf, French, garden or florist’s hydrangea. It produces large inflorescences of white, pink or blue flowers in early summer.

Hydrangea are so popular with florists because they come in multiple colors, and they are a great filler! But, be sure to keep the hydrated because they drink a lot of water!

F E AT U R E

PHIL LPHIA WER S

LADE A FLO SHOW GALLERY »

PERUVIAN TORCH JENNA GARRETT

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O R C H I D

FLORIST CHOICE

SIMPLE BEAUTY JESSI HEMPEL* Orchids are one of our favorite tropical flowers. A single stem can make a beautiful statement all on its own which makes this a perfect flower for easy centerpieces - no design experience required at all!

Beyond that, each orchid comes with multiple blooms per stem in the event that you want to get really creative. Orchids can complement other varieties and will add an exotic touch to your wedding flowers in bridal bouquets or table arrangements.

We highly recommend our fresh cut mini-cymbidium orchids at wholesale prices as the best value in orchids for any event or occasion.

Orchids come in 19 different types and many different colors.

These colors range from purple to yellow to blue to white and even speckle. The most popular

types of orchids are Dendrobian, Paphiopedilum, Cymbidium, Lady Slipper, Vanda, Brassia, and Vanilla, to name a few.

Using orchids can brighten any room and add simple beauty to create an accent piece. One stem of orchids will do because of their size, but exceeding more than three in a piece can look overwhelming. Orchids also require sunlight and water to survive and florish.

DESIGNER TOOLS

RUBBER GRIP $14.00

SEQUIN MESH $12.00

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FLORAL SHEARS $12.00

3M PAINTERS TAPE $10.00 Used for labeling

GREEN FLORAL TAPE $3.00

SILVER DROP PINS $9.00 BLACK ELECTRICAL TAPE $8.00

FLORAL KNIFE $6.00

GREEN VINYL TAPE $25.00

F U T U R E O F

L T U R E F U

L O R I C U L T

R E O F F L O

R E F U T U R E

C U L T U R E

F F L O R I C U

T U R E O F F

T U R E F U T U

R I C U L T U

E O F F L O R I

F U T U R E O

U L T U R E F U

L O R I C U L

U R E O F F L O

R E F U T U R

C U L T U R E

F F L O R I C

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F F L O R I C U

T U R E O F F

T U R E F U T U

R I C U L T U

E O F F L O R I

F U T U R E O

U L T U R E F U

L O R I C U L

U R E O F F L O

R E F U T U R

C U L T U R E

F F L O R I C

U T U R E O F F

T U R E F U T

O R I C U L T U

E O F F L O R

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F L O R I C U L

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C U L

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F F L O R

T F L O R I C U LT U R E [ f l o h r- i - k u h l - c h e r ] noun 1. the cultivation of flowers or flowering plants, especially for ornamental purposes.

With a surge in demand for flowers and floral arrangments, the flower industry is booming at a rapid pace. In today’s floriculture job market, there is a growing demand for trained professionals who have strong business skills as well as horticultural knowledge. The almost $20 billion annual floral sales include fresh cut flowers, cut cultivated greens, potted flowering plants, foliage plants and bedding/garden plants.

The top states for growing include California, Florida, Michigan and Texas, but every state offers opportunities to work in the floral industry, such as retail or wholesale florists, garden centers, supermarkets, mass market stores andcolleges and universities.

Floricutlure can be broken down into Commercial Growers, Floral Wholesaler, Retail Florist, Importers, Suppliers, Researchers, and Educators. The floral industry offers career and salary advancement based upon experience, education and an individual’s motivation and willingness to learn. A wide variety of entry-level positions are available above the hourly minimum wage. According to GrowerTalks magazine’s 12th Annual Wage and Benefit Survey, December 2007, the average starting salary for horticulture/ floriculture employees with college degrees ranges from $25,000-$40,000.

Floral designer’s are now able to mass produce and create arrangements to meed the demand of clients. Small flower shops can now keep up with larger companies.

Floral designers are now also creating flower arrangments that are constantly changing. Designers are applying flowers to different mediums, they are dying the flowers, submergging them, and as well as attaching them to anything they can get their hands on.

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