2012_October_November_floriology

O b /N October/November b 2012

E X P R E S S I O N S O F F LOW E R S 速

WEDDINGS Spring 2013 Trends BACK TO BASICS Vibrant Thanksgiving Centerpieces MARKETING Visual Merchandising and Social Media Strategies

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WHAT’S INSIDE

VOL . 4 NO. 1 | O CTOBER/NOVE MBER 2012

22

Mark Nance, AAF President, BloomNet PU BLIS H E R

BloomNet, Inc. www.MyBloomNet.net (866) 256-6663 S E N IOR E DITOR

Lisa Carmichael MAN AG IN G E DITOR

Fred Russell AS S OC IAT E E DITOR

Megan Sullivan ART DIRECTOR

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Shane Hickey S E N IOR DES IG N E RS

Bill Hamilton, Dave Tomko CON T RIBUT IN G W RIT E R

Mike Pucci E D ITORIA L CON T RIBUTORS

Ted Marlowe Jerry Rosalia

4 The Coffee Pot Feedback and dates to remember

floriology is published monthly by BloomNet, Inc. Printed in the United States, Copyright 2012. All rights reserved. No material contained herein may be reproduced without the consent of the publisher or editor. Permission to reproduce portions of this publication should be obtained through BloomNet, Inc. Publications.

All statements are those of the person making the statement or claim.

The publisher does not adopt any statement or claim as its own and any statement or claim does not necessarily reflect the opinion of the publisher.

floriology | October/november 2012

Although published material is intended to be accurate, neither floriology nor any other party will assume liability for loss or damage as a result of reliance on this material.

Opinions expressed are not necessarily those of BloomNet, Inc. Annual Subscription Rate is $71.88 (plus applicable tax) in U.S. and Canada.

5 Industry Info SAF Recap, Mid-America Invitational Cup, health care reform and BloomNet Perennial Award

8 By the Stats Wedding trends for spring 2013

10 Out and About Arkansas Florist Association Annual Convention, SAF Convention, Pennock Wholesale Fall/Christmas, Franchise Convention, and Outstanding Varieties

12 Owner’s Corner Floral expertise and friendly service from the Addalia family

16 Branding Launch and promotion of a new wedding business

18 Back to Basics Thanksgiving centerpieces

21 22 On the Edge Everyday designs with a twist

24 Marketing Visual merchandising and social media strategies

26 Customer Service Boosting profits by enhancing service

28 Quality Assurance Quality Care Board new members

30 Education Floriology Institute looks ahead to 2013

31 DIY Festive place settings and seasonal centerpieces

32 Neighborhood Corner Local artwork at Blossoms on Main

20 Weddings Industry news and how to attract high-end brides

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UP FRONT

‘TIME FLIES WHEN

YOU’RE HAVING FUN’

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Mark Nance, aaf | President

October/November 2012 | floriology

quote has never been more true. The past few years have flown by and it is so hard to imagine that floriology is completing its third year of being published.

In the beginning our vision was clear: provide a positive and neutral floral industry publication that above all else offered a wide breadth of educational subjects, business topics (some very controversial), tips and tricks, coupled with a strong sense of community. Many familiar and new faces have been sprinkled in, so we can highlight what really happens in a retail flower shop.

As to fun, it has been a real blast. The floriology and BloomNet teams have had the very unique opportunity to visit so many shops and industry events around the country, highlighting those aspects of the industry that are so unique while capturing best practices, exciting news, and advances in technology for you to enjoy.

We have covered a vast variety of subjects, many coming from you, our readers, and I believe that’s what makes floriology different. Your involvement has really made a difference, particularly when it gives us the opportunity to explore something new. For instance, we had a suggestion from one of our readers to visit a non-BloomNet florist in our “Owners Corner” column. The shop opened their doors and business to us, providing a glimpse into a business many had not seen before. This suggestion has now precipitated a number of such explorations, all being the foundation for new discoveries and possibilities.

Looking to the future, we’re expanding the possibilities even further with so many new ideas and columns to present.

First up, a fully digital edition of floriology that you can download, view on any device at any time, search archives, interact with and enjoy a whole new range of features including video, more pictures, feedback, slideshows, additional in-depth content and a number of new interactive capabilities. Think of it as your magazine, when you want it.

Second, we are expanding the number of articles encompassing more tips and ideas from you. We are also introducing new design columns covering all aspects of the business as well as including more insights about running a profitable flower shop. And, we’re providing interviews and informative articles from around the world. Yes, we are adding a new international column that will bring you the very latest design approaches and news from throughout the globe. Also, we are adding new columns on travel, featuring interesting floral locations and other places to visit, and we are bringing you the latest in store design and layout.

Finally, on the drawing board is an enhanced professional floral design publication that is bigger with more content, trends, education, color usage, additional pictures, technology and much more. Watch for more information to come.

On a personal note, I am so very proud of our editorial team, their commitment to the publication and their countless hours of work to ensure our publication meets your needs and exceeds your expectations.

Recently, a very dear florist friend of mine wrote the following: “…Then, I read your article. The story was interesting in itself, but the way you related it was fascinating. You were writing about someone whose emails captivated you. And, I got taken by your words. We have just started a newsletter again, and you have stimulated me to emphasize what sets us apart and makes us better than the rest.” This is really what floriology is all about: learning and implementing to improve business.

In our third anniversary issue, we are all about weddings, quality assurance, customer service and much, much more. Enjoy, and please keep your ideas, feedback (good and not so good) and input coming. We love hearing from you!

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The Coffee Pot

WHAT’S ON TAP

The Floriology Institute recently announced the 2013 schedule. Enrolling at the Institute can create new opportunities for success. For more information go to www.mybloomnet.net/floriologyinstitute.html or call 1-800-BloomNet. HERE’S WHAT PEOPLE ARE SAYING ABOUT FLORIOLOGY INSTITUTE:

● Floral Strategies

Cost Control Boot Camp Webinar* Oct. 16 ● Floriology Institute

“Education is important for continued growth within the industry. If you haven’t been to the Floriology Institute, you owe it to yourself to sign up for a class. Jackie Lacey and Donald Yim are incredible instructors and offer so much in the classes. The wealth of information taken away from the classes are worth more than the cost of the class. Subsequently, the bonds of friendships made with other participating florists/students...priceless.” ❋ BOB TUCKER ~ Miss Daisy’s Flowers & Gifts, Leesburg, Fla.

Testing for Competition/AIFD Certification Class* Oct. 21-25 Jacksonville, Fla. ● Halloween

Oct. 31 “I really enjoyed the BloomNet class, better than any other wire service class that I have been to. I also really liked Jackie Lacey. He is a wonderful teacher that wants everyone to learn. I will be coming back for more.” ❋ KAILIE BUNLAP ~ Designer, Saxon’s Flower & Gifts, Meridian, Miss.

● Floral Strategies

Holiday Boot Camp 2.0 Webinar* Nov. 6 ● Election Day

Nov. 6 “For all those people who ask why there aren’t any floral schools out there they simply need to read this issue. It certainly has a wealth of information about all types of design schools and classes all over the country, even foreign countries. One can never stop learning.”

● Veteran’s Day

Nov. 11

❋ TED BRUEHL, AIFD ~ Design Manager, The Chocolate Rose, Irving, Texas ● Thanksgiving

Nov. 22

2013 Course Schedule ● Napco Fresh Forum®

Jan. 19 ● 5-Day Principles &

Elements of Design with Jackie Lacey Jan. 20-24

● Customer Service

Webinar with Tim Huckabee Jan. 27-28 ● 5-Day Sympathy of

Today with Jackie Lacey March 10-14

● Black Friday

Nov. 23

● 3-Day Modern Twist

on Everyday Design with Donald Yim April 7-9 ● 5-Day Competition/

Certification and Portfolio Skills with Jackie Lacey May 19-23

● Floral Strategies Point

of Sales System Boot Camp Webinar* Dec. 4 ● First Day of

Hanukkah Dec. 9 ● Last Day

of Hanukkah Dec. 16

floriology | October/November 2012

VINCENT PETROVSKY, AAF, AIFD of Heaven and Earth Floral in West Palm Beach, Fla., was crowned winner of SAF’s Sylvia Cup. The competition included 19 designers and was conducted on the final day of the 2012 annual convention at The Breakers in Palm Beach, Fla., Sept. 19-22.

In honor of the Sylvia Cup Competition’s 45th anniversary, the designers’ challenge was to create a theme for a fictional couple celebrating their 45th wedding anniversary by renewing their vows. The designers had two hours to create a bridal bouquet, a maid of honor bouquet, boutonnieres and a centerpiece.

First runner up was Brita Edlbauer, AIFD of Floral Art Studio in Orlando, and second runner up was Brenda Veasman, AIFD, CFD owner of Flowerama in Omaha, Neb.

● Christmas

Dec. 25 ● New Year’s Eve

Dec. 31 ❋ Go to MyBloomNet.net for more info

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AWARDS, SHOWS, ADVOCACY

INDUSTRY INFO

R E CA P

INDUSTRY SNAPSHOT SAF CEO discusses prospects for growth and key trends

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t the Society of American Florists’ 128th annual convention, held at The Breakers in Palm Beach, Fla., Sept. 19-22, attendees gained a broad market perspective, received advice from industry experts, and took home practical, proven ideas to build their business.

During the “State of the Industry Breakfast,” SAF CEO Peter Moran

leaner than they were in 2007, and owners have had to reduce labor, but Moran believes that this is true of all businesses. Although corporate work is not at the same level as it was prior to 2007, it appears to be bouncing back, he adds, and wedding business has been pretty strong for florists who go after it.

“For the most part I think people’s business is better this year than it was last year, and last year was a little bet-

Dennis Snow (dark suit, center) with BloomNet President Mark Nance, aaf (center left), along with other SAF Conference attendees

ter than the year before,” he says, “so I think we’re slowly climbing out of this economic meltdown.”

Holiday sales are increasing, but non-holiday sales are either flat or decreasing, Peter says. “The florists that are out there promoting and being aggressive, they’re doing OK,” he explains. “The ones that aren’t promoting are struggling. In a discretionary business, you have to go after people

October/November 2012 | floriology

and SAF President Robert Williams II, AAF, PFCI, provided a snapshot of key economic and floral industry trends, prospects for growth, and advice about today’s consumer that can help retailers, wholesaler and growers continue to thrive.

Peter, a 30-year floral industry veteran, says industry members are more optimistic about the future. He admits that most businesses are a lot

or people aren’t going to be walking in the door.”

The key to success going forward, Peter says, is leveraging technology and the Internet, especially with the rapid growth of e-retailing. “I think that’s going to be really important for florists—to continue to develop their websites and be aggressive and have a dynamic website so they can compete,” he says.

Other convention highlights include the BloomNet-sponsored keynote breakfast and business session featuring speaker Dennis Snow. His presentation, “Leading for Tomorrow— The Next Generation of Customer Service,” focused on hiring, training, communication, accountability and other employee-facing aspects.

BloomNet also sponsored the 18th hole at the SAFPAC Golf Tournament.

The Outstanding Varieties Competition and Exhibition again showcased the floral industry’s most exciting flowers, foliage and plants. Eufloria Flowers won Best in Show for its spray rose variety called “Fireworks.”

The Sylvia Cup, the longestrunning, live national floral design competition in the industry, attracted participants from AIFD, winners of state and regional contests, and designers of the year. Nearly 100 people watched as 19 of the country’s top designers competed for the Cup. Vincent Petrovsky, AAF, AIFD took home the honors.

“There is so much people can learn from each other and find out what’s working, what doesn’t work,” Peter sums up. “I think that’s key, especially on the technology side. There is so much changing all the time and things you can do to help your business, but it’s all based on embracing education and making the time.”

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INDUSTRY INFO

AWARDS, SHOWS, ADVOCACY

AC HIEVE M E NT S

BUSI NE SS

WINNING WAYS

HEALTHCARE

Jenna Naylor Savage wins 2012 Mid-America Invitational Cup

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he Metro Atlanta Florists Association and the Georgia State Florist Association both named Jenna Naylor Savage, GMF, owner of A Daisy A Day Florist and Greenhouse in Snellville, Ga., their “Designer of the Year” for 2012.

Jenna also won the 2012 Georgia State’s Burton Cup award for interpretive design.

Now comes her latest achievement. Jenna has

REFORM

What it means to your business

H

ealth care overhaul has sparked much conversation, and some confusion. It has also been a hot issue surrounding the 2012 presidential election. In June, the Supreme Court upheld the Patient Protection and Affordable Care Act (PPACA) as constitutional. Most of the law’s major provisions will take effect Jan. 1, 2014.

The magic question for a retail florist is: what does it mean for my business? Here are the key provisions:

❋

Businesses with what PPACA defines as 50 or more “full-time equivalent” (FTE) employees must offer health care coverage to employees, or face fines. The number of FTE employees is calculated by also accounting for the accumulated hours worked by part-time employees. For further information about determining your FTE status, visit www.healthcare.gov/using-insurance/employers/smallbusiness.

floriology | October/November 2012

❋ won the coveted Mid-America Invitational Cup presented by the Arkansas Florists Association.

She captured the cup during a convention and trade market held this past August commemorating the 60th anniversary of the association.

“It was a very exciting competition, and I’m honored,” Jenna says. “There were so many great designers.” Competitors represented 14 different states and they were asked to create floral designs in four categories: bridal bouquet, sympathy, hair piece and party.

Jenna took first place in both the bridal and hair piece categories. Her bridal design included the creative use of green button poms, orange roses, lily grass and statice set in an Oasis European bouquet holder. The hair piece design was a simple yet elegant presentation of purple dendrobium orchids complemented by aluminum decorative wire.

To create more growth opportunities for her wedding business in 2013, Jenna is planning a mid-January open house for brides who become engaged during the upcoming Christmas and New Year holidays.

Businesses with less than 50 employees are not required to offer health care insurance to their employees, but those businesses may be eligible for tax credits if they do offer health insurance. Tax credits can be worth up to 35 percent of what the business pays for health insurance premiums.

❋

Small business owners and their employees will have a new health insurance option in the form of state-operated health exchanges. Through these exchanges, small businesses and individuals can pool their buying power to obtain health insurance at lower rates.

“Businesses with fewer than 50 full-time employees, which includes most flower shops, are still in a holding pattern to learn how the Patient Protection and Affordable Care Act will affect them. Regulations may not be promulgated until 2014 but what we know now is that small businesses are not required to provide coverage,” says Michael V. Geary, CAE, chief executive officer of OFA, the Association of Horticulture Professionals.

“However, the employees themselves will be required to have some sort of health insurance,” Michael continues. “They can continue to receive this from their employer or use a state-organized health insurance exchange. Regardless, if providing health insurance coverage is part of [a florist’s] normal employment benefits package they may plan to continue making some sort of contribution in the future. If [they’re] doing so today the good news is there are tax credits available right now.”

For more information visit www.digitalinsurance.com.

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INDUSTRY INFO AWARDS

A LIFETIME OF DEDICATION Richard Milteer, aifd, cfd receives BloomNet “Perennial Award”

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n 1954, a young boy was looking for a job in his hometown of Norfolk, Va., when he noticed a unique window display in a retail flower shop. Intrigued, he entered the shop and set his eyes on some miniature carnations. He remarked to the shop’s owner that they were the prettiest flowers he had ever seen. The boy went on to explain how much he loved flowers and how he could imagine the joy of sending floral bouquets to people and being in-

ard Milteer is a true pioneer, an innovator who has dedicated his professional life to furthering the art of floral design and to expanding the vital role of education,” says Mark Nance, AAF, president of BloomNet. “Everyone who knows Richard has benefited from his vast knowledge, his incredible enthusiasm and his powerful passion for floral beauty. Above all, I’m proud to say that Richard is a great friend.”

position he held for more than 10 years.

In 1983, Richard joined American Floral Services as director of education, and in 1985 he became director of field programs. His continued involvement with AFS has included teaching in Taipei, Malaysia, Indonesia, Singapore, and Mexico, and he was invited by the British Society of Floristry to commentate an international panel of designers in Wembley, Great Britain.

DIVERSE CAREER ACHIEVEMENTS

DEVOTED TO FLORAL EDUCATION

Richard Milteer, AIFD, CFD, AAF, PFCI, TMF, has served the floral industry in a multitude of ways. His 58-year career has included floral shop management, retail floral ownership, wholesale/retail chain senior management, national education program coordination, international wire service executive, state certification board author, and floral publication editor. He has also been recognized by Florist Review as one of the top five commentators in the U.S. After leaving the Norfolk shop where

Richard authored five of the Texas State Florists Certification programs that are currently being taught throughout the U.S. and has taught the design classes of these programs in over six states.

“Richard is a great teacher and a very good friend,” states Herman Meinders, chairman emeritus for Teleflora. “People would come to the AFS education center just because he was teaching there.”

Richard says, “Education is such a vital part of what we do every day, and

❋

he worked as an apprentice, Richard accepted a position with a floral mass market retailer, soon becoming a shop manager. In the early 1960s, he owned a shop in Portsmouth, Va. After running the shop successfully, Richard broadened his career horizons, by becoming the general manager of five shops in the Houston, Texas, area.

Along the way, Richard became associated with Florists Transworld Delivery and in the mid 1970s was invited to conduct the first-ever FTD design workshop on the road. That led to becoming a workshop design instructor for FTD, a

I’m very lucky to have had the privilege of taking a group of 500 people and inspiring them as floral artists.”

Richard is a life member and laureate member of AIFD and the chairperson of the AIFD Education Committee.

He is also a member of the American Academy of Floriculture, The Professional Floral Communicators International and he is a Texas Master Florist.

He is the recipient of SAF’s Tommy Bright award. Richard now serves as creative design and supply director for Koehler & Dramm Wholesale Florist in Minnesota.

October/November 2012 | floriology

spired by their reaction to the beauty.

That boy was Richard Milteer, and the flower shop owner was so impressed he hired Richard as an apprentice. Today, more than a half century later, Richard’s love of flowers has never wavered—and our industry is better for it.

BloomNet is pleased to announce that Richard is this year’s recipient of our “Perennial Award” for outstanding lifetime service to the industry. “Rich-

“Education is such a vital part of what we do every day, and I’m very lucky to have had the privilege of taking a group of 500 people and inspiring them as floral artists.”

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BY THE STATS

WEDDINGS 2013

by Mike Pucci

Brides to Be

LOOKING AHEAD TO WEDDING TRENDS FOR SPRING 2013

B

efore you know it, the spring wedding season will be here. And of course with it will come all kinds of great opportunities to grow your sales. As you know, it all starts with the bride...what she envisions, what she desires, what she dreams of, and how you can help make it all happen by getting inside her head and working closely with her during consultations and up to and including the big day.

As we have in the past, we asked several bridal experts to give us their prognostications about what you can expect trend-wise.

■ What are the hottest overall trends for Spring 2013 weddings?

“Vintage themes will take precedence in 2013. There is the desire to capture the romance that comes from a vintage look,” says Shawn Rabideau, president of Shawn Rabideau Events & Design and Celebrations.com expert. “I also see brides looking for texture in the use of linens and floral. I have always been a fan of mixing patterns and textures and I really see that becoming much more popular with brides in the upcoming year.”

“One of the major trends into spring 2013 is the emergence of metallic...gold,” says Mandy Majerik, AIFD, PFCI, owner of Hothouse Design Studio in Birmingham, Ala. “So many brides desire the modern version of candelabras and vases with a rougher, rich texture. Mercury glass has been popular for a few years and now we are seeing our wholesalers introduce gold mercury vases. Be on the lookout for more gold accents as well, anything from large painted, glittered palm leaves to bird tchotchkes.”

floriology | October/November 2012

■ Which floral varieties are expected to be on many brides’ lists?

“I think we will see the trend of incorporating more unique foliage into our wedding designs,” says Mandy. “With so many variegated foliage, it adds

not only unique color but a sleek, yet naturalistic texture to arrangements. Unique varieties are what the girls will be looking for.”

Shawn anticipates that although many brides certainly have their favorites when it comes to floral varieties, the emphasis for spring 2013 weddings is expected to be defined by brides becoming more significantly involved in the actual design of floral arrangements. “I do not think there will be a trend toward a particular type of flower as brides always have their personal favorites,” Shawn explains. “However, I do see a trend occurring in the way the flowers are used. For example, in bouquets I see a trend toward a monochromatic look with various types of flowers in matching colors being used. It could also be the use of a single flower such as a mini calla lily being used for the bouquets.”

■ What color schemes will brides seek this spring?

In addition to the popularity of monochromatic looks, Shawn feels that spring 2013 wedding color schemes are likely to be less vivid than in the past. “While brighter colors like tangerine were dominant in 2012, the trend going into 2013 is softer with cool, fresh colors like mint green becoming more prevalent,” Shawn states.

Mandy predicts that color in its traditional forms will take precedence. “Color trends are always the most interesting,” she says. “I believe that the traditional ivories and blush color scheme will remain popular, especially being paired with the metallics—gold, platinum, silver, bronze.”

Mandy mentions another color-based trend she sees as gaining in popularity. “One interesting trend that will only grow stronger as spring approaches is using painting techniques on unique floral and plant varieties,” Mandy says.

“Succulents are ever-so-popular and will continue to only grow in request, but now we are seeing these plants being painted in colors. That is right... painted! Recently I have seen them painted gold and an additional fine glitter dusting added and then planted into a gold container...it may sound odd, but it was so rich and beautiful.”

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■ What floral shapes and sizes will be most-wanted by spring 2013 brides?

“Going with the vintage look that I see in weddings I see a move toward a more natural look in terms of shapes,” Shawn says. “A lot of my brides are looking for bouquets and arrangements that appear as if the flowers were just picked from the garden. Very romantic and natural.”

■ What kinds of bridal accessories will be in demand?

Dan Fisher, owner and president of Fitz Design, agrees with Mandy and Shawn that vintage designs will be hot for spring 2013 weddings. “We are looking at things that are coming back from the past,” Dan says. He adds that in keeping with nostalgic feelings, lace is expected to be a very popular element in spring bridal accessories. Yet, although a large amount of design weight will be centered on vintage looks, bling and dazzle will also continue to play a role in the kinds of accessories brides will want for spring.

Another hot item that Dan predicts will be a most-wanted accessory for brides this coming spring wedding season is the brooch bouquet. To answer that demand, Fitz Design will be offering frames and other mechanics that make it easy for florists to create brooch bouquets. Also available will be what Dan describes as an “up-and-coming hot trendy item” for spring: a crystal stand to hold bouquets while the bride or her bridesmaids are busy dancing or dining at the reception. The bouquet stand, which can double as a decorative piece for the head —Mandy Majerik, aifd, pfci table, has a crystal base that can be engraved.

The top is a plastic yoke that holds the bouquet, and the yoke can be removed to work as a taper candle holder.

“Color trends are always the most interesting. I believe that the traditional ivories and blush color scheme will remain popular, especially being paired with the metallics— gold, platinum, silver, bronze.

■ Do you have any other ideas or tips florists can use when working with brides this spring?

❋ Average wedding budget: $27,021 (excludes honeymoon) ❋ Most expensive place to get married: Manhattan, $65,824 average spend (Least expensive: West Virginia, $14,203) ❋ Average marrying age: Bride, 29; Groom, 30 ❋ Average number of bridesmaids: 4-5 SOURCES: TheKnot.com, WeddingChannel.com

What do you anticipate will be hot and in-demand among your spring brides? Email us at floriology@bloomnet.net.

October/November 2012 | floriology

“Listen. Listen. Listen. Be prepared to listen to the bride’s wants and desires and realize that all the while you are the one that is in control,” Mandy advises. And she adds, “Be up to date on the latest magazines, blogs, Pinterest boards, so you can prove you are knowledgeable of the latest trends...you see what they see...and then use your professional knowledge to recommend something appropriate in her color scheme and budget.”

Shawn recommends that with regard to some brides, you might want to throw caution to the wind. In other words, and excuse the cliché, think outside the box. “Don’t be afraid to do something different. To make the bride happy you often have to go out of your comfort zone to create their vision for the wedding.”

BRIDAL SEASON

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OUT AND ABOUT

BLOOMNET TAKES TO THE ROAD

AS ARKANSIA TION

FLORIST ASSOC ON ANNUAL CONVENTI

The Arkansas Florist Association Annual Convention was held Aug. 16-19 at the Hot Springs Convention Center.

BloomNet sponsored Ted Bruehl’s, aifd presentation, “Make your Everyday Designs POP,” on the main stage.

BloomNet President Mark Nance, aaf presents Laura Kellogg, tcf of Benton Floral Design in Benton, Ark., at the President Banquet and Awards Dinner.

Toni Garner (center) of Toni’s Flowers & Gifts in Tulsa, Okla., delivered a very energetic “Weddings & More” presentation, sponsored

by BloomNet.

S A F CONVEN

TION

Bl BloomNet N sponsored d the h 18th hh hole l at the h SAFPAC Golf G lf Tournament.

T Gi Gino Marotta, national sales director, gets ready to tee off with Skip Paal of Rutland Beard Florist in Baltimore. Right: Nicole Gandini, BloomNet industry relations and education manager, shows off her hydration skills.

PENNOCK floriology | October/November 2012

WHOLESALE FALL/ CHRISTMAS

The Pennock Wholesale Fall/ Christmas open house was held Sept. 9 at Pennock Wholesale in Orlando. More than 120 people atNet tended the event including BloomNet Market Area Consultants Doug Crescimanno and Russell Belshe. Above, Doug poses with Pam Gray and Joan Varnes from Arlington Flower Shop in Jacksonville.

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E FRANCHIS ON

CONVENTI

The 1-800-Flowers® National Franchise Convention was held at the Mirage Hotel in Las Vegas Sept. 1113. The theme of this year’s meeting was “United Blo We Bloom.”

1-800-Flowers CEO Jim McCann add addressed the crowd of approximately 150 o florists and it was a sea of purple wherever t franchise team went. In depth coverage the will appear in December’s floriology.

OUTSTANDING

VARIETIES Judging took place on Sept. 19 during the SAF Annual Convention for the outstanding variety competition. “Fireworks” Spray Rose from Eufloria Flower took home Best in Show. Below are just a few of the other winners.

best in class: Rose variety: Standard Rose name: Moody Blues exhibiting company: Rosaprima

best in class: Spray Rose variety: Spray Rose name: Fireworks exhibiting company: Eufloria Flowers

best in class: Alstroemeria variety: Alstroemeria name: Symphony Bonita exhibiting company: Esmeralda Farms

October/November 2012 | floriology

best in class: Gerbera variety: Gerbera name: Pink Power exhibiting company: Green Valley Floral

best in class: Chrysanthemum variety: Chrysanthemum name: Fuego exhibiting company: Multiflora

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OWNER’S CORNER

LONGEVITY

by Mike Pucci

floriology | October/November 2012

O

Old photos of the retail business in the early 1900s often show eager and industrious merchants selling their wares from wagons, carts and stands. The photos may be tattered and faded, but they are almost always thought provoking.

One such industrious merchant was Joe Addalia. “My grandfather Joe opened the business in 1915, in Linden, N.J.,” says Tom Addalia, owner of Flowers by Addalia, a 1-800-Flowers co-branded franchisee. Tom is a third generation florist with 16 employees and a nearly 100-year history of serving loyal customers.

Today, the business has two shops, one located in Toms River and the other in Brick, N.J. Tom’s grandfather was an immigrant who had come to our shores seeking the opportunity to build something for the future—a business that could support his family and hopefully remain in the family for many years to come.

“Most immigrants in those days who came over from Europe became farmers here,” Tom says. “My grandfather had livestock, I believe it was sheep. He then opened a small fruit and vegetable stand and from that he

Roots

For nearly a century, customers have depended on floral expertise and friendly service of the Addalia family

built his first building and that’s how the flower shop began.”

Determined to make his shop a success and having very strong family ties, Joe Addalia steadily grew the business and enlisted the help of his children, which included Tom’s father, Tony, along with Tom’s uncles and aunt. “Slowly, my grandfather developed the business in Linden,” Tom says. Tony then took over and operated the business for 55 years before he retired.

Continuing the family’s successful history in horticulture, Tom’s uncle Joe, who had gone into the garden center business, opened another store about 30 years ago in Toms River. It was that store that Tom Addalia bought, and he has now owned it for 25 years.

Before buying the shop, Tom had been operating a small wholesale business.

“We had a bunch of customers we would deliver to and my uncle was always at the end of the route,” Tom recalls. “I would end up staying and working with my uncle, helping him out. Ultimately I said to him, ‘Why don’t I buy this place from you?’ He agreed, and so I did.”

Tom then moved the business up the road about a quarter mile in Toms River, into a much bigger location. “For the first couple of years, we really struggled along, but after that it just took off,” Tom says. About 12 years ago, Tom expanded the business further when he and his brother Joe opened the store in Brick.

Still today, the heritage of the Addalia name and the history behind the family’s highly respected floral business continue to be something that many people recognize and remember. “Probably a week doesn’t go by when someone comes in the store and asks us if we’re the folks from Linden. I met a guy last year who is 96 years old, and we figured out that my father did his wedding,” Tom says.

LESSONS LEARNED

“I grew up in the business,” Tom says. “I love it.” He learned a lot from his grandfather and father about how a retail flower shop operates. “I can remember being 7 or 8 years old and being in the shop, and I remember Pop always telling me, ‘You know, people come to a flower shop to buy something, they don’t just

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TOM

FAST FACTS Owner: Tom Addalia Locations: Toms River and Brick, N.J. Years in Business: 30 (Toms River), 12 (Brick) Employees: 16

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October/November 2012 | floriology

Shop: 1-800-Flowers / Flowers by Addalia

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Flowers by Addalia Designers Tammie Malek (left) and Jane Nordquist

come to look around.’ That’s because back then a flower shop was the only place you could buy flowers.”

Today, customers have several choices as to where they can buy their flowers, but in many ways the wise words of Tom’s grandfather are still applicable for Flowers by Addalia. “Customers have to drive to get here, they’re not just walking by. They get in their cars, they’ve made a conscious decision to pull in the parking lot and come in the store,” Tom explains. “So they’re looking for something, be it a gift for a housewarming or a special occasion or whatever the case may be, and you try your very best to accommodate them. That’s why they came here.

Otherwise, they’re going to go down the road to the Hallmark store or the mall, and they’re going to buy something other than flowers.”

floriology | October/November 2012

CLOSE TIES TO THE COMMUNITY

Through the two and a half decades Tom has owned Flowers by Addalia, he has remained very active in the community. He and the Addalia family have supported many community groups, offering their time as well as monetary contributions.

Tom is one of the founders and a board member of Big Brothers Big Sisters of Ocean County. He has sat on the boards of both the Toms River and Brick chambers of commerce. He is also the recipient of numerous awards, including Citizen of the Year for the Brick Chamber of Commerce; Volunteer of the Year for the United Way and the American Cancer

Society; Paul Harris Fellow from the Brick Rotary; Individual of the Year from Ocean of Love; and The William Booth Award from the Salvation Army.

Flowers by Addalia is not far from the Lakehurst Naval Air Station and in addition to giving discounts to military personnel, Tom thanks them each year by donating centerpieces for the facility’s annual Valentine’s Day dance and party.

CUSTOMER LOYALTY

Tom recognizes the importance of building local neighborhood relationships that can lead to repeat sales and long-term business from customers. For instance, he makes sure that fellow members of the chamber of commerce receive discounts, and he provides discounts to customers who mention that they found his business because of the chamber.

The shop also has had a long and fruitful business relationship with a nearby hospital, ever since it got involved with the human resources department nearly 20 years ago. The hospital employs more than 3,500 people. “We give all the employees a discount card,” Tom says. They must come in to the store to use the card, which enables them to personally browse the shop’s large selection of products while creating the potential for multiple sales.

The growth and continued success of Tom’s business relies on factors like attention to detail, never saying no, and doing whatever it takes to get the job done. He mentions a phrase that he uses with his staff when the shop holds meetings: “We sell a commodity you can buy anywhere now.” Tom then reminds his staff that even though the shop’s flowers may be nicer, prettier or fresher than what a customer might find in a supermarket or a convenience store, the customer service differentiates Flowers by Addalia.

“For us on a daily basis, with every single phone call and every cus-

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LONGEVITY

tomer that comes in, it’s the service that really matters,” Tom says. “It’s that good feeling you offer, it’s the attitude that sets the tone for what happens with a sale. So, I make sure my people are not just order takers, that they listen to the customers and they assure them that their order will be handled as if it’s the only order we have for the day.”

Tom is grateful to have such a talented team of energetic and dedicated employees. “Most of them have been with me a long, long time—15 to 18 years. They are loyal, they’re conscientious and they’re committed to our success,” Tom says. “Not just mine but our success together.”

The employees truly care about what they’re doing, he says, and they’re always looking for ways to improve things. “We have an open forum where every idea is a good idea,” Tom says. Ideas are regularly discussed and explored at meetings. “Sometimes, ideas will just come up during the course of the day, and someone will say ‘what if?’ That’s the way that many great ideas start here.”

PLEDGE TO QUALITY ASSURANCE

As an original member of the BloomNet Quality Care Board, Tom is committed to helping assure the highest caliber of quality.

“We can make difference,” Tom says. “One of the issues that has always been inherent with sending wire orders out of town is,

OWNER’S CORNER

your local customer will look at you and say, ‘I know what you can do, but how am I going to be sure of what they’re going to get on the other side?’ It makes you feel a lot better if you know you’re sending something to a florist who has passed all the quality criteria, and maybe won an award...and you can stand in front of your customer and tell them you know the guy and he’s good.”

The same confidence and dedication to quality also applies to incoming wire orders. “We have always adhered to the fact that an incoming order is going to a potential customer or an existing customer,” Tom says. “Your name is on it, why would you not want to do your very best work?”

NEW POSSIBILITIES

Flowers by Addalia’s new initiatives include the addition of 1800Flowers.com’s Fruit Bouquets program. “I was so glad when the brand came out,” Tom says. “We were getting many calls every week from people wanting to know if we did edible fruit bouquets. I see it as being a big business for us.”

Tom and his staff have devoted a new room in his shop to putting together the fruit arrangements.

“Especially going into the holidays, I think it will be what people are looking for. At Thanksgiving, food is what they really want.” He is also creating a website specifically for the new product line, and plans to heavily promote the product line through in-store promotions and radio commercials.

AGGRESSIVE GROWTH OBJECTIVES

October/November 2012 | floriology

Tom has always been a believer in the strength, and potential rewards, of putting a powerful and versatile assortment of promotional sales efforts behind his business. “Back when I got started and bought the shop from my uncle, many florists were just kind of sitting around waiting for the phone to ring,” Tom says. “At the time I had a staff of six people and that’s when I got involved with everything I could think of...every non-profit I believe in, and the different chambers, we also helped with fundraisers.”

Back then the marketing strategies of Flowers by Addalia were also quite varied and the promotional activities were extensive. “We became very aggressive,” Tom says. “Now, we’re probably going to be more aggressive than ever.”

Tom emphasizes that his business objectives include continuing to grow the top line. “We’re going to run campaigns, the opportunities are there, I’m going to go after them,” he continues. “We’re an occasion business.” However, more than that, he wants customers to think of Flowers by Addalia not only when they have an occasion, but just as important, when they don’t.

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BRANDING

NEW BUSINESS

by Mike Pucci

Wedding VOW

C

Arizona shop makes an award-winning commitment to grow their bridal business

floriology | October/November 2012

Cheryl and Brad Denham have owned Arizona Family Florist, a 1-800-Flowers.com franchise located in Phoenix, since January 2005. Just recently, it was announced by the Society of American Florists that Cheryl and Brad were winners of the prestigious Floral Management 2012 Marketer of the Year. The award recognizes the originality and sales success of a unique marketing campaign—in this case, an innovative approach to launching and promoting a new wedding business.

“We had found that while we were successful in getting weddings, it was extremely difficult to break into the perception of being wedding experts,” Brad says. And so, in June of 2011, Lux Wedding Florist was born. “We created a brand unique to the wedding industry.”

Since the introduction of the Lux brand, Cheryl and Brad have been thoroughly committed to growing it, and in the process, they have increased their wedding sales substantially. Besides the uptick in bridal business, there’s the sense of validation that comes from winning an award such as Floral Management’s Marketer of the Year. “It’s a tremendous honor for us,” Cheryl says. “It makes us feel good about all the hard work and effort we’ve put into this.”

For the Denhams, the award definitely reaffirms that they are going in the right direction with their wedding business. “The significant investment we have made is not only paying off because we see it in the results, it’s also paying off with recognition from SAF,” says Brad.

STRATEGIC POSITIONING

Prior to launching the Lux Wedding Florist brand, the Brand and Cheryl were faced with the fact that although many brides expressed a desire to utilize Arizona Family Florist for everyday floral needs, they indicated that when it came to their wedding, they were seeking a specialist.

“We said, let’s just change the whole ballgame and come up with a concept that appeals specifi-

cally to the wedding market,” Brad says. First things first, it had to be clearly communicated what the concept would mean to brides. The name, Lux (a shortened play on the word luxury), was created and blended into a strong and memorable tagline that states: Live • Love • Lux. Next, Cheryl and Brad came up with what they call the “Lux Experience” and they defined what that means to a wedding customer. “Every aspect in terms of contact with the customer gives them an overwhelming point of differentiation in our attention to detail and our level of customer service,” says Brad.

Adding to the right positioning is the right talent to make the most of it. “We went out and hired people who were not necessarily florists by trade, but had wedding industry experience.

So they would be thinking first in terms of what’s important to a bride...and then how flowers fit into that component,” he states.

For example, one of the people on the Lux team has extensive background as an interior designer and wedding planner. “She was used to dealing with an overall wedding experience, not just taking a narrow view of what floral can do for a wedding. That approach has been very successful for us because we have been able to create what the bride wants, independent of just flowers,” Brad says.

Furthering their commitment to branding their Lux Wedding Florist business, Cheryl and Brad created a website specifically dedicated to the brand (www.luxweddingflorist.com). Along with photos and descriptions of a wide array of bridal possibilities offered by Lux Wedding Florist, the site is a virtual goldmine of ideas for brides as well as wedding professionals.

“We post at least 50 unique articles a month on our site with content related to tips, tricks and fashion...things that are appealing to people who are planning a wedding,” Brad says. “Two to three custom articles are posted each day, Monday through Friday. It’s a big investment, but we know it helps in establishing us as wedding experts and in building our authority.”

“We said, let’s just change the whole ballgame and come up with a concept that appeals specifically to the wedding market.”

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At th the SAF conference, f ffrom lleft, ft are Bl BloomNet N t PPresident id t M Markk N Nance, aaf; Gi Gino Marotta, M tt BloomNet Bl N t national ti l director of sales; Brad and Cheryl Denham of 1-800-Flowers Phoenix; Lindsey Gender, marketing manager at 1-800-Flowers Phoenix; Katie Easley, Lux manager at 1-800-Flowers.com; Dwight Larimer, president, design master; and Kate Penn, vice president, publishing and communications for SAF.

EXTENSIVE BRAND VISIBILITY

TARGETING A VERY SIZABLE MARKET

“We did the research and found that there are 36,000 weddings a year in Arizona, and the average bride spends $26,000 on her wedding in Arizona,” Brad says.

“No matter how we looked at it, we knew that it’s a billion-dollar business and the transaction potential is large,” Brad sums up.

“So that’s how we really felt committed that this was a long-term investment.”

October/November 2012 | floriology

To continually widen awareness of Lux Wedding Florist and the Lux wedding experience, Cheryl and Brad utilize a diverse range of approaches and promotional vehicles. “We work about seven wedding shows a year,” Brad says. Furthermore, social media— Facebook and Twitter specifically—play a major role in getting the word out to brides and other targets in the wedding marketplace.

Local bridal publications are also part of the marketing arsenal, as are online wedding sites such as TheKnot.com and WeddingWire.com. Email marketing is pivotal as well in promoting Lux Wedding Florist. “We aggregate email addresses from the wedding shows we go to,” Brad states. “As part of our Lux experience, we send a congratulatory email on a couple’s engagement.” An email is also sent inviting them to feature their engagement on the Lux website. “Then we subscribe them to a newsletter where they receive regular content, and they also get access to planning tools and resources. All of these efforts are designed to drive people back to our Lux Wedding Florist website.”

Yet another important and extremely visible element in the marketing mix behind the Lux brand is publicity generated through local television. “TV stations [such as FOX 10 in Phoenix] have called and asked us to provide bouquets and other items when they do segments regarding weddings,” Cheryl says.

“We have also put posts on our Facebook page, saying ‘watch us on FOX 10’ and then we get hits saying how great the segment was.”

It all adds up to plenty of exposure for Lux Wedding Florist— highly valuable exposure that is underscored by how the brand has performed in just over a year of its existence.

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DESIGN CENTER

BACK TO BASICS

by Fred Russell

Autumn Palette

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Frank Brice, aifd, pfci puts a twist of color into the traditional Thanksgiving centerpiece We asked Frank Brice, a good friend of floriology, to put together fall centerpiece concepts that would be ideal for a Thanksgiving dinner party. Using the same flowers for all three concepts, Frank put together a bright, colorful combination for two arrangements and an inspiration that would make all dinner guests happy.

Frank steered clear of traditional Thanksgiving colors like butterscotch, rust and brown, and gravitated more toward vibrant oranges, yellows and purples. Frank also changed the menu a little bit by using fresh artichokes and lotus pods instead of the standard squash and pumpkin you see in many Thanksgiving designs.

Displayed here, we have designs that are modern (1) and traditional (2), and a buffet of blooms (3) for guests to take home at the end of the evening. “If you look at all three designs they share the same floral components; so you have bought your product and used it in three distinctive ways,” Frank says.

not reflective with a sunflower on the left side and another on the right; it’s symmetrical, done with individual zones to give overall composition and makes for a more interesting presentation.”

The arrangement itself is approximately 12 inches so it makes for a nice centerpiece because it stays below eye level, which is 15 to 21 inches. It’s also a very tight arrangement so it doesn’t take up as much space. With the bright orange gerberas and yellow sunflowers it adds a lot of color to the table. “The container is from Napco and not only raises the elements so it gives it almost a floating feeling, it also gives visual value,” Frank says.

TRADITIONAL

This more traditional arrangement, also symmetrical, puts more of the value in the floral. It lies low to the table and has more of a conventional shape, kind of like a cornucopia. But, instead of using a basket it has a disposable dish underneath. “The design and scale are more acceptable to the more traditional buyer and it has more of a traditional look,” Frank says. “Here in the Northeast a lot of the colors match the wildflowers and it gives you a nice autumn palette.”

“You don’t have to use the muddy colors of fall. These colors really stand out and are also very vibrant,” Frank says. “I love yellow as a color; if it was removed it definitely wouldn’t pop us much.”

Both the modern and traditional designs have a unique, symmetrical technique that creates a different design style. They may not be balanced, but it gives a distinctive aspect to the flowers.

BUFFET OF BLOOMS

floriology | October/November 2012

MODERN DAY

“The more modern arrangement is all about zoning. zonin Every flower variety occupies its own space occu and yet ye because they share shar common colors, values and textures va they th form one unit,” Frank says. “It’s F

The clay pots were done as a fun way to add color around the table or kitchen and can also provide a keepsake for all guests to take home. “The great thing with these is you can use leftover flowers or ones with broken stems,” Frank says. They are fast and easy to put together and it’s a great way to dispose of inventory and drive your revenues. “They are lined with coffee cups because they will leak and they do not have saucers, which saves room on the table and also cut down on costs.” Frank also suggests hollowing out the artichoke and adding a votive for a different look.

Designer: Frank Brice, AIFD, PFCI De

Years in the Industry: 39

Exposure/Achievements: President of Rao’s Mattydale Flowers Shop Inc. and owner of F.R. Brice Exp Florist; BloomNet florist since 2002; contributing designer for multiple industry magazines Floris

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MODERN DAY

TRADITIONAL

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BUFFET OF BLOOMS

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WEDDINGS

INSPIRATION

by Megan Sullivan

Here Come the

BRIDES

W WEDDING TIPS, GIVEAWAYS, DESIGNS AND MORE AT INDUSTRY EXPOS

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registration to the 2013 AIFD symposium in Las Vegas.

“The day focused on education and awareness,” Lisa says. “The designers encouraged certification in our industry and participation in any type of learning possibilities.”

Education was also top of mind at the Floral Association of the Rockies (FAR) Floral Expo. Held in Denver Aug. 25, the expo featured 30 floral exhibitors, stage design shows, a bouquet contest, Iron Fist Floral Design Challenge, and a fashion show extravaganza.

Three top designers in the Rocky Mountain region participated in the Iron Fist competition, described as “zero to perfection in 30 minutes of design mayhem.” The surprise challenge was to create a bridal bouquet and hat and dress the mannequin in 30 minutes on stage with lots of fun, fast-paced floral frenzy. Franklin Mera, owner of Artistic Flowers and Gifts in Denver, received the A Colorado Wedding Story vignette honor of 2012 Iron Fist Champion, narrowly edging out fellow BloomNet shop owner Tricia Fillingim of the Fresh Flower Market to take home the honors.

Frank used pink spray roses, yellow roses, yellow aster and a bouquet holder for his design. After selecting the flowers and hard goods, Frank had to create a small bridal bouquet and hat, and attach them to a mannequin in the 30 minutes allotted. He also added a large ribbon around the waist to hold the bouquet and some additional flowers. “I enjoy the pressure of performing in front of a live audience with a time constraint and an announcer counting down,” Frank says.

In further wedding news, the Minnesota State Florist Association (MSFA) conveyed the message “Buy Fresh, Buy Local” during the Minnesota State Fair, which was held at the state fairgrounds Aug. 23Sept. 3. The fair showcased Minnesota’s finest agriculture, make it happen. I think we engaged our audience and got art and industry, and attracted nearly 1.8 million visitors. them to think about our industry being professional and to The center rotunda of the Horticultural Building featured be proud of that fact.”

Each of the designers was responsible for a portion of the mass displays of locally grown blooming plants, fresh cut flowers and colorful signage. MSFA presented two DIY wedding plan to design their vignette around. Nancy Palsuwedding tips and demonstrations and a professional florist lich, AIFD, who is also a fiction author, wrote the story line for competition, and partnered with Len Busch Roses to hold the designers to follow. its fourth annual Fairytale Wedding Drawing at the event.

Two grand prizes were awarded at the end of the proThe lucky couple received $5,000 in flowers and profesgram. BloomNet donated a scholarship to the Floriology sional floral services for their wedding.

Institute in Jacksonville, Fla., and Amato’s awarded one

floriology | October/November 2012

rom the marriage proposal on Valentine’s Day all the way to the cake cutting and champagne toast on New Year’s Eve, 13 AIFD designers crafted “A Colorado Wedding Story” and shared it with more than 260 guests at an open house in Denver. The unique design program was presented in the round at Amato Wholesale Florist on Aug. 26.

“I was honored to share the stage with these other talented designers,” says Lisa Weddel, AIFD, PFCI, IMF, who was among the design artists who participated in the program.

“It was rewarding to have a vision for the past couple years and then having the opportunity to put it all together and

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BIG SPENDERS ATTRACTING HIGH-END BRIDES

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hen it comes to high-end weddings, expect the unexpected. “Just because someone has an unlimited budget does not mean they want to spend it frivolously,” advises Jackie Lacey, AIFD, PFCI, CFD. Jackie designs for many weddings that have budgets of $500,000 or more. The key to extravagant weddings is providing your clients with the best customer service, the best quality product and ideas that utilize every penny for maximum impact. “They come prepared with high expectations, not just in what you can provide, but how you can guide and direct them with their floral and décor needs and a high-end budget,” he explains.

Jackie shares a recent scenario in which the bride had already secured a reputable florist and made a deposit.

After consulting with Jackie and hearing his suggestions, she canceled her booking with the other florist even

though it meant losing her deposit. The floral budget for the wedding was $47,000. “I made her comfortable enough to lose the deposit she had made because of what she would gain in design,” Jackie says.

To appeal to affluent clients, designers should start by assessing their shop’s image. What does your store, shop or studio say to the potential bride? “If you’re going to appeal to a higherend bride and budget, you should look like you already cater to the highend wedding and events,” Jackie says.

Pay attention to the way you handle clients and how you represent yourself, he adds.

But Jackie advises against fastpaced growth that could put standards of customer service and quality in jeopardy. “That will kill the business faster than anything else,” he says.

“Growing slowly and smart is the way to grow in longevity as well.”

ADVENTURES IN ASIA CONNECTING WITH LIKE-MINDED PEOPLE VIA SOCIAL MEDIA

by Donald Yim

O

October/November 2012 | floriology

n my recent adventures through Taiwan and Hong Kong, I met with some remarkable people and discovered innovative ways of incorporating new products into floral design.

These opportunities came about by using social media to connect with people who have similar interests.

My journey began in Taiwan, where I met Sheng Wen Fan, a member of the TFTD Organization, and a fourth-level teacher of the Sogetsu Ikebana school. He showed me through Tai Tsao Trading Company’s Artificial Flowers & Décor location, where interior designers, floral designers, florists, wedding coordinators, and home owners are among those who marvel at life-like permanent botanicals, the latest in DIY materials, home décor, and a range of top-quality inspirational containers. Sheng Wen Fan explained the dynamics of

the Taiwan market, and what is trending in current Taiwan culture.

My steps took me back to Hong Kong and I couldn’t resist going to the sprawling flower market, where competitive wholesalers provide flowers from all over the world at reasonable prices.

Past and present came together when I met with my mentor and teacher, Charles Wong, AIFD, B&A Floral Art school. We discussed floral design and the future of flower markets in China and Hong Kong. I also visited Solomon Leong, AIFD, at his studio, Solomon Bloemen, to exchange ideas about floral marketing.

I navigated Sheung Wan, an area of Hong Kong known for its art galleries and cafes, to find Lowdi Kwan, AIFD, AFDU, whose works were published in the prestigious floral yearbook “International Floral Art.” At her new studio, Tallensia Floral Art, Lowdi Kwan offers a program known as “floral jamming,” which is a creative social experience where you and your friends each select flowers that personally appeal to you and then arrange them together.

Thanks to social media networking I was able to meet up with these innovative people to brainstorm, discuss ideas and dreams, and learn from each other.

How are you making social media work for you?

Email us at floriology@bloomnet.net.

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DESIGN CENTER

ON THE EDGE

by Megan Sullivan

Stepping

Take everyday designs

UpRETAIL

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floriology | October/November 2012

Feeling stuck in a design rut?

Sounds like the right time to step up your retail game. Take your everyday designs and give them a twist to add interest and increase sales, suggests Anthony Swick, AIFD, PFCI, CFD, FSMD, owner of Bay Bouquet in Tampa, Fla. Consumers want to feel like they’re getting their money’s worth, Anthony says, so the way you present an item makes a huge impression. “What can you do to make the same rose arrangement be more desirable than the shop down the street?” Anthony asks. Using products in a more current way and giving the arrangement more purpose can differentiate you from competitors. “To me, it takes the same amount of time to do it…it’s about thinking different and making something special.”

For instance, Anthony says he can take three carnations ions and one-and-half daisy sy stems, find a recipe, pe, and turn it into a

Designer: Anthony W. Swick, AIFD, PFCI, CFD, FSMD Location: Tampa, Fla. Exposure/Achievements:

Three-time winner of Wedding Wire’s Bridess he Choice Award; director for District IV of the er of Florida State Florists’ Association; winner titions numerous state/local design competitions

and add a twist

design that will have people looking twice, because they’ll think the carnations are a hydrangea. “It’s all about using product in a way that gives the design such an identity,” he says.

Anthony shared these tips and more during his presentation “Stepping Up Retail” at the Oklahoma State Florists’ Association annual conference in Tulsa. He designed approximately 40 arrangements, plus two collections featuring Napco’s event and party lines, for the occasion (napcoimports.com). He used a vast array of flowers, including calla lilies, orchids, everyday daisies and roses, and designed each arrangement to complement and showcase its container in a unique way. The audience learned how to use the Napco cylinder and square glass containers for everyday work, not just for parties.

“Napco has absolutely fantastic merchandise to work with— it’s beautiful and affordable,” Anthony says.

A lot of consumers are making purchases online these days, Anthony says, and it can be a challenge for florists to design arrangements that look exactly like the photo posted on their shop’s website. It’s the quality that’s important, not the volume, and Anthony stresses the value of presentation. “What can you do to give consumers that same feeling, but make it special for them, or for you?”

Adding a detail accent or personalization will d improve the customer’s perception of the final product. produ “Sometimes it takes an extra minute to think, but that extra minute adds up so th much in the future,” Anthony says. mu Most important, Anthony loves his job as a a floral artist. “It’s more than just making an arrangement of flowers,” he says. i “It’s creating something that’s special. “ It’s I a beautiful gift that we’ve been given tto work with. Take your talents and make those items really shine. That’s a wonderful th thing thin to be able to do every day.”

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MARKETING

STRATEGIES

by Megan Sullivan

Display Story

EFFECTIVE VISUAL MERCHANDISING DECISIONS CAN IMPROVE YOUR BOTTOM LINE

floriology | October/November 2012

D

uring the economic downturn, retail shops across all industries experienced many hardships, and in some cases organization and display development had to be temporarily pushed aside. Consumers are still spending money, however, and as the confidence in the economy improves, the competition continues to grow stronger.

Shoppers are more conscious now of where and who they spend their money with,, says Robin Enright, founder of Merchandising g Matters (merchandisingmattersnow.com), om), a company dedicated to helping small to mid-size retailers make efffective visual merchandising decisions. Merchandising Matters has collaborated with numerous businesses on providing training, workshops and clinics.

At the 1-800-Flowers National Franchise Convention in Las Vegas Sept. 11-13, Robin gave a presentation on visual merchandising, and shared solid strategiess that florists could take right back to their shops and easily implement.. Visual merchandising techniques can help elp florists grab customers’ attention and persuade ersuade them to make purchases.

The presentation addressed the power of color, product placement, shop navigation, organization, design and development of store windows, table displays, cleanliness, and more.

There are a number of visual merchandising basics that can provide any type of retailer with an opportunity to significantly impact sales by enhancing the consumer experience. Through hands-on demonstration, Robin showed attendees what the basic elements look like when put into play at a shop.

Robin focused on a broad-brush spectrum and simple techniques shop owners can utilize without breaking the bank. “The most exciting thing

for store owners is that they don’t have to go out and spend a couple hundred dollars to have an effective display,” Robin says.

Adopting consumer psychology to a shop environment will encourage people to stay longer and purchase more, Robin adds.

She suggests that shop owners think about what would be appealing, accessible, engaging and enticing to their target audience. Maintaining similar items in close proximity is one way that florists can improve sales potential. Imagine a department footwear and socks are displayed on two store where fo different floors. “There is a huge loss happening,” Robin says.

Consumers might not need socks, but s if the socks are located next to the footwear, they the might be enticed to make the purchase.

The fundamentals of visual merchandising are consistent across all industries. “The a principles are the same,” Robin says, “it’s p just a matter of learning how to apply them j to t different products.”

For more insight on this topic, check out F Paco Underhill’s “Why We Buy: The Science Pa of S Shopping,” available on Amazon.com.

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Power

Living Online UP Social media helps florists connect with potential clients

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“Instagram is a great photo tool that allows florists to easily upload content with the touch of a button and make it look professional without spending tons of hours on it, and they can share it to Facebook and Twitter instantaneously,” Milena says.

Another avenue florists can pursue is maintaining an active blog as an extension to their website, and use it as a place to show off their products and services to a broader audience. Twitter, which has more than 200 million active users, also is a good outlet leads and gain more to search for lea customers. customers Facebook is just shy of 1 Faceb billion billio users, Milena says, so business pages are another great way for an retail shops to showre case their services c and a arrangements and a engage with potential clients. Sevp enty percent of local en businesses use Facebus book. book To get started on Facebook, Milena suggests Facebo claiming yyour business name, creating a good goo looking page, getting creative with the cover photo, using ads to attract qualified leads, offering Facebook exclusive deals, and using insights to gauge performance.

Florists make beautiful and creative arrangements day in and day out, so Milena suggests that they channel that same energy and passion to create an effective and engaging social media plan. For example, florists can post photos of past events to show off their happy, smiling wedding customers.

Customer service is also a big component to social media. “If there is a question on your Facebook page or Tweet or comment on your blog, you want to respond to that within 24 hours or sooner,” Milena says.

“People expect a quick response on social media.”

WeddingWire.com offers an online marketing platform for vendors to power their business, and take control of their advertising, marketing, client management, and education, in one place.

“Print ads and direct mail generate basic, one-dimensional advertising exposure to a limited audience, during a very specific timeframe,” says Kari Miller, WeddingWire marketing associate. “WeddingWire reaches today’s clients where they search: online, specifically tailoring your reach to the local target audience.”

For wedding professionals and small business owners who want to mobilize their business, WeddingWire offers a Go Mobile tool that allows paying members to optimize their website. For customers, this simplifies viewing arrangements and ordering from mobile devices.

“Ninety-five percent of engaged couples use online reviews to select their wedding vendors,” Kari says, “and building a strong online reputation is essential, in order to stand out among the competition.”

October/November 2012 | floriology

hese days, brides-to-be are planning their weddings online— pinning their favorite hairstyles, bouquets, dresses and accessories on Pinterest, searching for reputable florists with dazzling designs on Facebook, and combing through vendor reviews on sites like WeddingWire.com. Florists who develop a strong presence online can reap the benefits and connect with more potential clients.

At the 1-800-Flowers National Franchise Convention in Las Vegas as Sept. 11-13, Milena Regos, principal pal of Out&About Marketing (outandaboutmarketing.com), m), shared tips for florists who want to improve on or establish a solid social media strategy.

Florists have a wealth of post-worthy content at their fingertips, including photos of the eye-catching arrangements, bouquets ets and other designs theyy create on a daily basis that showcase their personality. ality.

When it comes to weddings, Pinterest is a huge resource. “It’s a great place for florists to be on,” Milena says. Pinterest has more than 10 million users, about 82 percent of which are women, mainly age 18 to 35, and drives more traffic than Twitter. Pinterest users are second in buying power out of the top five social networks, and users spend more money, more often, on more products than any other social media site. The site first became know with women planning weddings and is still the largest demographic.

Milena says it’s important to upload new content—from wedding bouquets and ceremony flowers to décor and centerpieces— because more than 80 percent of pins are repins.

Florists may also consider using Instagram to snap photos of their recent designs, select filters to transform the look and feel, and share with followers.

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CUSTOMER SERVICE

by Mike Pucci

Turning Service

Into Sales

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Strategies for boosting profits by enhancing customer service The hectic and harried holiday season is almost here. Likely, you are now well into your preparation for decorating, executing promotional ideas and offering an extensive assortment of seasonal products. But are your strategies for dealing with customers ready for the demands the holidays will bring?

“People who want to provide great service will find a way. Those who don’t will find an excuse,” says Petra Marquart, principal of Petra Marquart and Associates and author of the best-selling book “The Power of Service: Keeping Customers for Life.”

In addition to inspiring audiences at conferences and conventions involving many leading companies around the globe, Petra has been a BloomNetsponsored keynote speaker at a number of floral industry events, including the AIFD convention and the Minnesota State Florists’ Association show.

“Great service is created in the moment and on the spot by inspired, empowered and rewarded people who are simply committed to doing the right thing,” Petra says. That commitment begins with knowing your customers, and that means more than just their names—it nam means m

knowing how they’re thinking today.

Nowadays, partly due to the state of the economy in recent years, there needs to be an emphasis on treating customers with extra, if not impeccable, care. In fact, it’s what they expect.

Perhaps as a way of offsetting a challenging consumer marketplace in a recessionary economy, many companies have increased their emphasis on providing exceptional customer service.

“I think that customers, in general, have been affected by companies that hold a very high standard for service including FedEx, Nordstrom and Southwest Airlines,” Petra says.

“Companies like these have raised the bar higher for everyone.” Retail florists have an outstanding opportunity to provide the kind of service that few other businesses can match. “Unlike larger businesses, the owner of a retail flower shop can talk directly with customers, help them personally...and set the model of extraordinary service for their staff,” Petra adds.

To follow are several suggestions from Petra that can help enhance the level of customer service in your shop and, in turn, strengthen your sales. ❋ Build intimacy whenever you have the opportunity. As a local neighborhood florist, this is your trump card that distinguishes you from larger,

sometimes impersonal stores that don’t get to know their customers like you do. Certainly, you want to do everything possible to make sure the service is personal, you want to remember special occasions in customers’ lives so they think of you when gifting opportunities arise throughout the year.

“Building intimacy into your business builds relationships,” Petra says. ❋ Foster continuing loyalty. Creating, nurturing and adding to customer loyalty goes hand in hand with building intimacy. “You want your customers to think, ‘these people really go out of their way.’ Customers have a sense of loyalty not because your prices are good, but because you touched them personally in such a way that they feel committed to you,” Petra explains. ❋ Be genuine. “People don’t like being manipulated,” Petra states.

“Customers want to feel that when they walk into a flower shop, the person there is genuinely happy they came in.” ❋ Have an attitude of service. This is something customers can actually feel, even if that feeling might be subliminal. It involves “humbleness and a willingness to sacrifice,” Petra says.

Sp Speaker: Petra Marquart, principal of Petra Marquart and Associates Exposure/Achievements: Author of best-selling book “The Power of Service: Keeping Customers E for Life”; BloomNet-sponsored keynote speaker at a number of floral industry events fo

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Petra Marquart speaks at the Franchise Convention.

❋ Create and keep a sense of confidence. Many of the customers that come to your shop do so because they feel confident that with your knowledge and design skills you will be able to capture the emotion they want to convey to a recipient. The ability to listen carefully to what customers want to communicate emotionally, and then be able to make the customer relax knowing that you will indeed help them communicate those feelings, can be a very strong competitive advantage for a local florist.

❋ Hire right. This can be particularly important, and difficult, during the busy holidays when you might bring

❋ Train your people thoroughly.

“Staff needs to know what good service is; invest in the behavior you want them to exhibit,” Petra continues.

“Disney, believe it or not, invests two weeks of customer service training in all of its street sweepers even though the average tenure of a Disney street sweeper is 12 weeks...Disney cannot afford to have anyone come in contact with a crabby street sweeper.” ❋ Model the approach you want employees to emulate. “Treat your staff the way you want your staff to treat customers,” Petra suggests.

❋ Provide rewards. Using positive reinforcement will let your staff members know that you are noticing and appreciating their good customer service skills. “It doesn’t always mean financial rewards, it might just mean telling them they did a good job,” Petra says. “For example, the way they handled a difficult customer.” ❋ Share thoughts and ideas, continuously. Of course, during extra busy periods such as the holiday season, it can be hard to set aside a few moments to have a meeting with staff. Yet, sharing a few words can bring important dividends. “Maybe it’s a weekly meeting, just 15 minutes long, where people discuss challenging service moments they’ve had that week...have a two-way discussion about it,” Petra says. “Communication needs to be constant.

What’s working? What isn’t? After a while, staff will get it. They’ll buyin because you’ll be talking about service continuously.”

October/November 2012 | floriology

❋ Ensure congruence in your verbal and non-verbal communication.

It’s a matter of being consistent. The words you use with customers, your tone of voice and body language all have to say the same thing: that the customer you are helping at the moment is the single most important customer you have.

in seasonal help. “Don’t expect from the interview that the person is going to be nice in front of a customer if they have a little bit of an edge to their voice,” Petra advises. “On the other hand, if that person is bright and sparkling, but may lack certain skills such as computer skills, hire that person anyway...you can teach them computer skills, but you’ll never be able to teach sincere or nice.”

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10/10/12 10:38:00 AM

QUALITY ASSURANCE

by Mike Pucci

Strengthening Our

QUALITY COMMITMENT BloomNet names two new members to Quality Care Board

floriology | October/November 2012

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he BloomNet Florist Quality Care Program is the industry’s first quality program built by florists, for florists. As a way of increasing sales and profit potential for all BloomNet professional florists, the program strives to promote, encourage and facilitate a sharing of ideas and best practices with the goal of consistently achieving 100 percent customer satisfaction on all florist-to-florist transactions.

Instrumental in creating the program and in establishing, monitoring and continually updating quality and performance standards is the BloomNet Florist Quality Care Board, which consists of highly successful florists representing more than 200 years of combined floral industry experience.

Recently, BloomNet announced the addition of David Heroman and Mary Beth Harrold to the Quality Care Board.

David, a fourth generation florist with more than 25 years of experience, is the CFO of Original Heroman’s in Baton Rouge, La., a family-owned shop since 1878. He is a member of the Great Lakes floral group and the Society of American Florists and has served on the FTD Advisory Board, RIO Rose Advisory Board and the FTD Product Development Committee.

“Knowing that we are putting together these standards of quality that will be adhered to really means a lot to the quality of the industry overall,” David says. “It’s important to me to ensure that the quality of products provided by florists from one town to another is going to be repeated and be comparable to what I do in my own shop.”

Mary Beth is the owner of Papillion Flower Patch in Papillion, Neb., and she opened her shop in 1976. She is a member of the Nebraska Academy of Floral Designers and a past Designer of the Year for that organization. Mary Beth has been president of the Papillion Chamber of Commerce and has served on the Chamber’s board of directors for 20 years. She now serves on the board of the Midlands Community Foundation and has served as past president.

Papillion Flower Patch has been awarded Small Business of the Year and the Distinguished Service Award in Papillion. “Florists need to work together to bring quality to our entire industry. If we don’t produce quality for our customers they are going to reach out to other ways to buy their flowers,” Mary Beth says.

“BloomNet is proud to welcome David and Mary Beth to our Quality Care Board,” states Mark Nance, AAF,

president of BloomNet. “Their insightful ideas and extensive expertise combined with that of our other vastly experienced board members are tremendous assets as we constantly work to strengthen the BloomNet Quality Care Program... focusing on all aspects of quality and adding to our rigorous quality standards to elevate the floral buying experience for customers and create more opportunities for BloomNet professional florists to grow their businesses.”

STRINGENT QUALITY GUIDELINES

Among the criteria of the BloomNet Florist Quality Care Program are: using only the highest quality fresh flowers in all orders; maintaining adequate same-day delivery capability; filling all incoming orders to full value; communicating with fellow florists in a timely manner; maintaining accurate records on all orders; and communicating information about all substitutions to sending florists.

Also part of the BloomNet Florist Quality Care Program is a prestigious award recognizing the outstanding quality achievements of BloomNet professional florists and their staff members. All BloomNet florists are eligible to be nominated for an Award of Quality Achievement and any BloomNet florist may nominate a fellow BloomNet florist for the award.

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From left: Barbara Faris, Flowers of Las Colinas; David Heroman, Original Heroman’s Florist; Mary Beth Harrold, Papillion Flower Patch; Gino Marotta, BloomNet; Jeff Altadonna, BloomNet; Thia Smith, Silver Springs Flowers; Mark Nading, Hudson Florist; Tom Addalia, Flowers by Addalia; Maris Angola, Karin’s Florist; Lisa Carmichael, BloomNet; and Mark Nance, aaf, BloomNet President.

RECIPE COMPLIANCE: KEY TO CUSTOMER SATISFACTION

BLOOMLINK UTILITY SECTION: A VERSATILE QUALITY TOOL

BloomNet florists have powerful, quality-enhancing technology at their fingertips in the form of BloomLink Utilities. “One of the best resources from the BloomLink Utility Section is the capability to generate reports,” David says.

For instance, David recommends running reports frequently to review performance metrics using BloomLink’s florist performance summary functionality. “It will show you how you did for the month in terms of the orders you sent, and orders you received, and any complaints you might have had,” David explains.

“It also gives you a benchmark as to

what you should measure yourself to in terms of customer complaints, orders that were rejected...and the most important thing these days with customer service: the delivery notifications.”

Another suggestion is to utilize BloomLink’s message functionality.

“You can see what kinds of messages and replies you’re getting when you’re sending out orders,” David continues. “Maybe you’re leaving out important details, or you’re not checking zip codes correctly.”

Yet another advantage of the BloomLink Utility Section is its ability to let you easily run order comparison reports, for example week to week, month to month or holiday to holiday. This can be especially helpful in preparing for the upcoming Christmas holiday season. Comparison reports “can help you make sure you have the right product, the right number of containers, and be ready for anything that comes your way,” David says.

October/November 2012 | floriology

A crucial element in the quality equation involves ensuring consistency in floral recipes, particularly with regard to wire orders. Obviously, if a customer chooses an arrangement and places an outgoing order, they expect that order to be accurately duplicated by the receiving shop.

“As florists, we need to be proud of every order,” Mary Beth says. “In our shop, each designer has the recipe book right on their work table...and when that order comes in, they have to look it up. My designers know they have to follow the book.”

Mary Beth points out that many times when a recipient gets their arrangement, they take a picture of it and send the photo to the person who ordered the flowers as a way of telling them the blooms arrived and to thank them. If the photo doesn’t match what was ordered, customer dissatisfaction is likely.

Another aspect to recipe compli-

ance is its impact on the bottom line. “During holidays when it’s really busy, designers may just keep stuffing bouquets,” explains Mary Beth. This, of course, can cost the shop money if the number of flowers used goes beyond what’s called for in the recipe.

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EDUCATION

COURSES

Be an Industry t was another successful year for the Floriology Institute in Jacksonville, Fla., where students have been taking advantage of the wide range of courses, electives and forums to reinforce and expand their floral design skills, as well as enhance their business practices. The courses feature business, hands-on explorations of innovative floral design techniques and principles in a state-of-the-art learning environment.

teaching them best business practices so they can take it to the next level and be a leader in the industry,” Jackie says.

The Institute is approved by the American Institute of Floral Designers as an AIFD Professional Floral Design Evaluation (PFDE) Pathway Provider. The Competition and Certification course will better prepare those participating in state and national evaluations and hopes to increase the percentage of candidates who pass.

course instructed by Jackie this year and says it was a pleasant experience. “I loved it,” she says. “I’ve recommended it to so many different people in the industry.”

Susan relished the opportunity to network with like-minded professionals, and learned a lot of new techniques to implement at her shop. “When I came back, I showed my employees what I learned and have been practicing with some of it,” she says.

Joanna Martinez, who took over Blooms and Bonbons in Crestview, Fla., about a year ago, took the contemporary course with Donald to expand her knowledge.

“In the area where my shop is located, contemporary might not be a big seller,” Joanna says. “But the instructor told us that if we don’t bring anything new to our customers, they will never see it, they will never experience it, and they will never buy it. Little by little, people really do ap-

“I’m really proud of where Floriology Institute has gone,” says instructor Jackie Lacey, AIFD, CFD, PFCI, who teaches Advanced Wedding, Party & Events, Advanced Sympathy, Principles & Elements of Design, and the new Competition/Certification course. Donald Yim, AIFD, teaches Modern Twist on Everyday Design and Visual Merchandising.

No matter whether florists are newcomers or have been in the industry 20 or 30 years, they want to learn the new trends and techniques for weddings, parties, events, sympathy and more, Jackie says.

“For 2013, we are really looking at how we can help more florists learn as much as they possibly can and really focus not only on educating design style, but also

Floriology strives to help florists increase their self-confidence and design skills and prepare them to build stronger business skills and increase their success. The more comfortable florists are with competing and the more confidence they build in their design capabilities and education, the more successful they will be in selling to their clients.

“I teach and look for education everywhere I can,” Jackie says. “To stay ahead of the competition, you should be constantly trying to improve yourself and stay up on trends and changes in the industry before everyone else does.”

Susan Mullis, owner of The Flower Gallery in Valdosta, Ga., participated in the advanced wedding trends and techniques

preciate it when you bring in new ideas.”

Joanna says Donald’s work was impeccable, and the people she attended with were so eager to learn and share their own experiences. She enjoyed the class so much that she also took Jackie’s advanced wedding course in July.

“I learn as much from people who attend my classes and seminars as hopefully they do from me,” Jackie says.

Florists should strive to learn the leading trends and designs and demonstrate to customers that they are willing to earn their business by being the best and doing everything they can to keep it.

“I encourage everyone to be a leader in the industry,” Jackie says.

“Not a follower.”

FLORIOLOGY INSTITUTE CELEBRATES A SUCCESSFUL YEAR IN 2012, AND LOOKS AHEAD TO 2013

floriology | October/November 2012

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FALL

Places,

DIY

by Melissa Kline, Celebrations Editor

EVERYONE! DRESS UP FALL TABLES WITH FESTIVE PLACE SETTINGS

by Julie Mulligan, Celebrations Expert

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hese festive autumn decorating ideas are a natural way for your customers to dress up their tables for the season.

These place cards are easy to create and will impress their guests this year. Courtesy of Celebrations.com.

ZEN STYLE Create of sense of peace and calm this Thanksgiving with a Zen-inspired holiday table. Keep the look clean and simple with minimal elements.

HOLIDAY AT THE SHORE Whether your customers are hosting the holidays days at their beach house, or they just wish they were, suggest they create the mood with sand dollar place cards with a single orchid tucked in for a look that’s simple and elegant.

SAVORY SUCCULENT A cut succulent will look good enough to eat. Luckily, with all of the food they’ll be serving at dinner, no one will be tempted to.

THE COLORS OF THE SEASON Wrap a few sprigs of colorful fall flora and fauna to bring the vibrant colors of the season onto the table. For the finishing touch, use a few leaf shaped cards from the craft store.

Cut flower kale makes a statement when placed on a dinner plate. Use one of the leaves as a place card.

PICTURE PERFECT PLACE SETTINGS Give each guest at the table their own floral arrange-ment with petite colored bottles holding a single flower. wer. For a personal touch, attach a special note to each bottle that shares words of thanks.

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etting creative with nature’s seasonal harvest is always fun, but there’s something special about doing this in the fall when natural decor is top of mind.

Celebrations.com Expert Julie Mulligan shared her easy craft ideas and we can’t think of anything better to adorn Thanksgiving tables or entryway stairs this fall.

Using fruits and veggies that are in season is best, but so too is finding the ideal vessel for flowers. Julie found that artichoke, butternut squash and asparagus are ideal options. Here are two of her ideas. Courtesy of Celebrations.com.

Artichoke Vase Bright green artichokes are sturdy and hold up well over a period of time. Julie paired the hard lines and thick green outside of her artichoke with softer, more wild blooms.

Dahlias and lavender sprigs add a pop of color and fresh scent to the mix.

HOW-TO | Cut the bottom

of the artichoke so that it sits flat. Separate the topmost petals on the artichoke and remove the heart. Place either a shot glass or glass votive holder into the cavity of the artichoke and fill with water or a piece of wet floral foam cut to size to keep the flowers fresh.

Asparagus Vase Asparagus makes for an easy natural vase.

There’s no real work involved.

HOW-TO | Put the rub-

ber band from a bunch of asparagus around a glass vase and slip the veggies in between the glass and band.

Continue until the entire glass is covered, then hide the rubber band with a festive ribbon.

October/November 2012 | floriology

KRAZY FOR KALE

Natural DECOR

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floriology | October/November 2012

NEIGHBORHOOD CORNER

One Old Country Road Suite 500 Carle Place, NY 11514

PRESRT STD U.S. POSTAGE PAID RIPON, WI PERMIT NO. 100

BLOOMNET IN THE COMMUNITY

Artful Approach Although Blossoms on Main, a family-owned flower shop located in Ridgeland, S.C., has only been open for a year, Ann Horry, who owns the store with her daughter Connie, has already ingrained herself into the local community.

From the start, Ann has given artists and crafters from Ridgeland the opportunity to sell their wares in the cozy, West Main Street location.

“We started by having a few pieces by local artists in the store, and then other artists interti t became b i t ested,” she says. “If we knew about a local artist, we would approach them as well.”

What started with a limited number of consignment items has grown into a treasure trove of handmade gifts, created by members of the Ridgeland community. Ann explains that she is in partnership with photographers, painters, jewelry makers, and T-shirt designers who all display and sell their work through Blossoms on Main.

Jessica Holmes, a recent high school graduate, sells jewelry she makes out of recycled watch parts through the brand name Tiger I Designs. Tina Fripp, an award-winning regional artist, uses the shop to showcase and sell her pen-and-ink drawings and watercolor paintings. sh Artists rotate frequently in the flower shop and Ann, who receives a portion of of each sale, says she is always seeking new talent within the community.

“We have an agreement that if something doesn’t move in six months, the artist has an opportunity to bring in something different or take the items a out for a while,” she says. “We try to keep the selection moving with new o and different things.” a Ann says that the variety of items helps to draw in new customers and put her flower shop on the radar of those who might not have stopped in otherwise. more people we get in the store, the more they have an op“The mor portunity to see what else we offer,” she says. p Blossoms on Main is planning to begin community classes with a few of the featured artists on weeknights and c Saturday mornings. These may include painting workshops S and jewelry-making classes for children. a Ann says that her first year in business has been successful and an she looks forward to continuing to offer the Ridgeland community beautiful floral arrangements and unique gifts. co “We’ve been extremely pleased with the participation and a n acceptance from the community so far,” she says. “We couldn’t have asked for anything better.” co

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