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iflorist
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Summer 2006 / £2.95
UK £2.95
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iflorist summer 2006
Introduction
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Welcome to iflorist summer 2006 edition
Front cover: Juliet, David Austin Roses
They say change is as good as a rest and who are we to argue? The magazine for florists has undergone an image change as it continually strives to offer a fresh and forward-thinking outlook on the floristry industry. Our focus in the summer edition is weddings. While a wedding without flowers is like a birthday without cake, surveys have shown that flowers make up a paltry 3% of a couple's average wedding spend. While this may appear shocking, or even depressing, fear not. There is plenty of room for florists to capitalise on the wedding market and to wow the many blushing yet nervous brides-to-be who walk through your door. In our four-page wedding feature we offer tips on how to make sure you are fully prepared for wedding business at all times - from the initial phone call right up to the big day itself. And our step-by-step guide shows you how to create the perfect bridal bouquet in an easy-to-follow sequence. We gain an insight into the life of Anita van Niewenhoven, who works in the test centre at Bloemenveiling Aalsmeer, despite an allergy to flowers and meet Aaron MacManus, set to become a floristry star of the future. Hope you all enjoy a busy wedding season.
Fiona Ritchie Editor fiona@northpointpublishing.co.uk
Contents
Editor: Fiona Ritchie 01254 295580 fiona@northpointpublishing.co.uk Art direction and design: Northpoint Creative Editorial: Catherine Prest, Lauren Jones and Tim Aldred
04. 07. 08. 09. 10. 14. 16. 18. 20. 21. 22. 23.
News Expert eye Urban floristry Rural floristry Wedding feature Industry focus: a flower tester Step by step guide to creating a bridal bouquet iflorist Top internet tips Budding star Events guide New products
Advertising Manager: Stephen Bolton 01254 297871 stephen@northpointpublishing.co.uk
iflorist is written, designed and produced by Northpoint Publishing in association with iflorist. Northpoint Publishing, East Park Lodge, East Park Road, Blackburn BB1 8DW T 01254 297875 F 01254 295581 E info@northpointpublishing.co.uk Š2006 Northpoint Publishing Ltd
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News
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The joy of floristry
Colour the mood
Barbie blossoms at the IPM A surprise VIP guest put in an appearance at the IPM in Essen, Germany, creating something of a stir amongst the stands. The legend that is Barbie turned out to support the Flower Council of Holland's chrysanthemum project partnership, for the first in a series of innovative marketing ventures set to take place over the next three years. The partnership, which was formed with chrysanthemum growers and breeders to revitalise the traditional image of the flower, aims to reposition it as a refreshing and colourful year round bloom. Taking style chameleon Barbie as the theme for their stand at the international trade fair, the partnership pushed back the boundaries, demonstrating a variety of unusual design, style and colour ideas for chrysanthemums. And Barbie's modelling services proved to be nothing if not colourful, imaginatively displaying the fresh, spring-like colours on trend for this season.
Picture of happiness: florists Gillian Hardman and Kay Hall, of Hardman & Hall, Lancashire
An annual survey has finally confirmed what those of us in the industry have known all along - that floristry is among the UK's most enjoyable professions. The City and Guilds study of 1,300 people revealed that florists, beauticians and hairdressers score most highly on the job satisfaction index.
With lawyers, civil servants and pharmacists scoring the lowest of all occupations, it appears that the ability to socialise and meet new people while at work is a major factor in our professional happiness. Those in skilled vocational jobs also tend to be much more content with their work-life balance than white collar professionals.
Two people who know all about the job satisfaction experienced by florists are Gillian Hardman and business partner Kay Hall. Before the two left their stressful jobs to retrain as florists, Gillian worked in IT while Kay was a teacher. They set up Hardman & Hall Contemporary Florists in Accrington,
Lancashire, just over a year ago and have never looked back. Kay said: “I have never had such job satisfaction as I have now. That Monday morning feeling has been completely reversed and I look forward to coming into work every day. “I know I speak for both myself and Gillian when I say that we couldn't be happier.”
Can't wait, won't wait It's a fact - women are tired of waiting for that special someone to bring them flowers. According to a recent survey, a massive 92 per cent of women believe that the time has come to stop thinking of flowers as gifts and go out and buy their own.
The research, funded by the Flower Council of Holland, comes hot on the heels of the 'Why Wait? Buy Your Own!' advertising campaign, which featured on TV, radio and the internet in September and October of last year. Cost i n g ove r £ 7 0 0 , 0 0 0 , t h e
adverts were coordinated by the Flowers and Plants Association to target infrequent flower buyers and make flowers an integral part of everyday life. Findings also indicated that 60 per cent of people use the internet to locate information on flowers and
florists, highlighting the importance of the web as a promotional tool. Now more than ever, a welldesigned, easy-to-use website can make all the difference to florists' businesses, helping them to compete in an ever-expanding, twentyfour hour marketplace.
Colour plays a big part in every day life, even subconsciously, but colour symbolism and association is particularly important in floristry. Different colours evoke certain feelings so it is important to recognise this when putting together bouquets and orders for different occasions. Green is calming and is recognised as bringing peace and tranquillity. Red, on the other hand, can show anger, love and passion. Flowers also have different meanings - white chrysanthemums show support and cherry blossoms or amaryllis are a sign of friendship. Also important when selecting flowers is looking at whether colours contrast or complement each other. All this simple, yet worthwhile, information can be found on a basic colour wheel or on the new mini colour chart, developed by
the Flower Council of Holland and the Royal Horticultural Society. Along with the mini chart, the Flower Council has a new interactive online feature called the “Colour Experience” that can be accessed through its website at www.flowercouncil.org.
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Expert eye
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Legendary designer Anita Holmes who last year created the Eden Project design at the Chelsea Flower Show and in January designed the Covent Garden Market stand at the SFE 06
Budding talent sought Floristry students will have the opportunity to demonstrate their creative skills and originality as they take part in the Skills Challenge 2006. The Floristry competition, organised by Deborah Richardson, head of floristry at Writtle College, Essex, consists of five regional competitions, to run throughout May and a national final to be held in July. Skills Challenge 2006 is a framework of regional and national competitions in over 70 skill areas, designed to raise standards in vocational education and training by encouraging students to strive for excellence. All competitors have been given an inspirational theme and asked to create three items to be judged by a panel drawn from the industry, colleges and training providers.
Blind gardeners show off their skills
The National Autistic Society has been chosen as the beneficiary partner charity for the Hampton Court Palace Flower Show Charity Gala Preview. Organised by the Royal Horticultural Society, the Charity Gala Preview, on July 3, is set in the historic grounds of the magnificent royal palace. The preview gives floristry lovers the opportunity to savour the finest show gardens and floral masterpieces at the world's largest annual flower show. Proceeds from the event will go towards expanding services at The NAS Hayes Independent Hospital in Bristol. David Richards, NAS director of fundraising, said: “We are thrilled and honoured to have been chosen as the beneficiary charity for this prestigious event.” To book your tickets call the RHS on 020 7630 5999, quoting NAS, or log on to www.rhs.org.uk/hamptoncourt/2006/gala.
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Keep your eyes peeled There is an astounding selection of flowers and plants on the market, so to make life easy, we have identified three key names to look out for this summer. • Spathiphyllum, more commonly known as 'So Sweet', is fast becoming one of the most popular plants on the market. • An exclusive rose with first-rate features, the Rosa Bordeaux has been a resounding success since its recent introduction to the market. • Papaver nudicaule, or Poppy Bussana, was awarded 'most promising novelty' at last year's FloraHolland flower auction, and is set to be another budding success story for 2006.
A competition celebrating the enthusiasm, skills and achievements of the UK's blind gardeners will take place in July. A distinguished panel of judges, including leading gardening writer and broadcaster Pippa Greenwood, will combine their professional expertise to select the winners of the competition, for which the closing date is July 31. The competition will be run by Thrive, a new national gardening club for the blind and the Royal National Institute for the Blind (RNIB).
Charity to benefit from show
iflorist summer 2006
Outside In for summertime
Before you had time to even blink, Valentine's and Mothers Day passed by and on the horizon is summer and another inspiring theme from the Flower Council of Holland. Outside In is the new trend for Summer and the key look is one which shows no division between inside and out. Exaggerated ele-
ments of nature and a mix of real and artificial are influential. Ideas for arrangements include rough bundles with rugged foliage and even entire plants with rinsed roots. Unusual objects can be used to hold arrangements - test tubes can be filled with compost and flowers and watering cans also make a nice replacement for a traditional vase while truly symbolising Outside In. It is vital to consider colour in this theme, as a contrast of neutrals with bright accents such as yellow, green, red or blue will add that little bit extra to the summer effect. Flowers which are ideal for this trend are Gladiolus, Chrysanthemums, Helianthus and Alstromeria, with key plants including Alocasia, Dracaena, Acalypha and Zantedeschia.
How did your life as a florist begin?
What colours should florists be working with this season?
When I was 14, I had a Saturday job working for a greengrocer. After a short time, he opened a florist's in the shop next door and I quickly became hooked. Unfortunately, there wasn't a permanent job for me in the florist's, but I was forever having to be prised away from the flowers. After leaving school, I wanted to train as a florist but, being the 1970's, the regional opportunities were very limited. For that reason, I applied to The Constance Spry School of Floristry in London, and was eventually awarded their Diploma.
Whites, creams, pale pinks, pale coffee, and soft limes with accents of
Who or what influences your designs?
What is the busiest day in your calendar?
I love the work of Belgian florist Daniel Ost, German florist Gregor Lersch and Swedish florist Per Benjamin, but I think my work is often influenced by simply seeing a perfect bloom and imagining how I could use it to best effect.
What is your most memorable moment? There are almost too many to mention, but I've managed to narrow it down to three. The first was being asked to design and dress the Covent Garden Market Authority stand for IFTEX in 1996. This was to be my first exhibition stand and I was so excited, but so nervous that I drove through a set of red traffic lights on the way home from the meeting! The second was being awarded the Society of Floristry Training Award and going to the American Institute of Floral Designers in San Francisco. The third would have to be gaining my National Diploma from the Society of Floristry.
turquoise and blues.
What flowers do you like to have at home? In my home, I like to have seasonal flowers - hyacinths for spring, peonies for summer, lilies and phlox for early autumn and foliages and berries for winter, with white roses for Christmas.
Being freelance, it could be absolutely any day of the year. It depends purely on the event.
If you could decorate any venue in the world where would it be? It would have to be Glamis Castle in Scotland because I love doing really interesting, large designs, and I think you could have flowers dripping from everywhere - especially if money was no object!
What is your biggest floristry bloomer? I once took an order over the telephone and addressed the person as 'sir', as they had a deep voice, only to find out when delivering the order that it was actually a lady!
What is your favourite flower, and why?
Any seeds of wisdom?
White peonies are my absolute favourites. In fact, I love any bloom with a nice perfume because I think flowers should be fragrant. Unfortunately, not all of them are.
Don't be afraid to be adventurous in your work and, above all, enjoy what you do as it shows in the end result. Also, always remember to keep smiling, because everyone will smile with you!
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City slickers:
Country pickers:
baskets and blooms at Basgedi
the wedding specialists
As co-founder and former director of award-winning Equinox Public Relations in Cardiff, Heather Gifford is known throughout South Wales as a serial entrepreneur. And with an eye for a marketable product, Heather returned home from a holiday to the USA and Canada in 2001 with an idea which has since seen her make a new name for herself as a floristry and gift expert. Awe-inspired by the innovative packaging techniques used in America's gift basket industry, Heather immediately recognised the opportunity to introduce the concept into the UK.
“Up until this time last year, I had no previous experience of floristry whatsoever, but it made sense that people would appreciate the opportunity to purchase supplementary gifts alongside floral ones,” said Heather. “I knew that, as the managing director of Basgedi, I would need to develop a comprehensive overview of the market in order to compete, so, before launching my concept store in Lakeside, Cardiff, last September, I booked myself onto an intensive two-week training course.” The Lakeside store is now managed by a fully qualified, experienced floral designer, as is its sis-
For a florist who specialises in weddings, there can be few better places to be located than round the corner from one of Britain’s most spectacular medieval landmarks.
“But we prefer to do things more thoroughly and build up a rapport with each client from the outset, where we talk through the bride’s wedding ideas and colour schemes and discuss a variety of concepts.
“The typical father-of-the-bride basket is actually a top hat containing an inscribed glass tankard and t-shirt, but each one is bespoke and can be altered according to the customer's requirements.
And just a stone’s throw from north-east Staffordshire’s Tutbury Castle sits Adams Florist, the shop owned by husband and wife team Tim and Tina Adams.
“The next step is for us to order in a selection of sample flowers six weeks before the big day. The bride is then invited into the shop to check exact shades and breeds, and to confirm details of arrangements.
A working florist for over 25 years, Tina trained in London and sold flowers on Elephant and Castle market before moving back to her native Midlands in 1988.
“It’s a very serious business, which we always try to treat with the respect it deserves – after all, if we get it wrong, we run the risk of spoiling a couple’s big day!”
Since setting up shop in Tutbury four years ago, business has boomed and Tina’s choice of location, in this beautiful, semi-rural village near Burton-onTrent, has really paid off.
When that day finally arrives, Tina’s husband takes the reins, assuming responsibility for the logistical side of the business.
“The gift baskets have gone down extremely well and sales are split fairly evenly between those and flowers but, above all, our dual offer has given us the kind of stability missing in floristry since supermarkets began to encroach on the industry.”
No wonder, then, that she describes weddings as ‘the most stressful events you will ever handle’. “We are very proud of the unique, highly personalised wedding service we have developed,” said Tina. “We like to combine modern, sophisticated techniques with old-fashioned attention to detail, and train our up-andcoming florists to follow this lead. “For example, we always use wire to secure flowers into bouquets. Many florists don’t use this method any more, and I’ve heard horror stories of brides dropping flowers as they walk down the aisle. “Unlike other florists, we also begin by charging a small fee for our initial one-and-a-half hour consultation with each new bride. Heather Gifford
“As soon as I returned from my trip, I began researching the idea, found premises in the basement of a delicatessen in Cardiff and launched Basgedi.” Rapidly moving the company on to a larger industrial unit in the Welsh valleys, Heather began testing products for the corporate gift market. And after selling over 3,000 baskets in the space of just four years, to companies including Lloyds TSB, Specsavers Opticians and Corrs Brewers, Heather decided that the time had come to expand onto the high street. She knew, however, that gift baskets alone would not stand up as a retail concept and a more accessible route to market was required. Flowers were the obvious solution.
“This serves two purposes – it confirms that the bride’s interest in using us is genuine, and also underlines our commitment to her and her big day. ter store in Cardiff's Whitchurch area, which opened just two weeks later. The modern, airy stores are designed to escape the traditional image of the cold, dirty, 'cave-like' florist's, with wooden floors and raised consultation areas in the style of high-end lifestyle stores. Heather explained: “We undertook quite detailed research into how consumers view florists and went out of our way to avoid the stereotypes and offer something different. “The plan is to roll out into major cities across the UK so we have developed a certain unique style which defines each store as a Basgedi Florist's. “Equally important as image, though, is the level of service. Our research findings highlighted bad customer service as a pet hate of consumers so all of our staff are trained in customer handling skills.” To complement its successful range of corporate gift baskets, Heather has recently introduced wedding baskets into Basgedi's stores, providing a one-stop shop for the entire day.
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“Our wedding baskets cater for everyone in the bridal party, from the page boys to the mother-ofthe-bride.
In fact, between May and September last year, her six-strong team handled an average of four large weddings every weekend, with additional nuptials on Thursdays and Sundays.
She said: “The gift basket market is America's third largest industry, making over $15 billion every year. Back in 2001 though, there were only half a dozen companies offering gift baskets throughout the whole of the UK.
iflorist summer 2006
Indeed, in the first quarter of 2006, demand for Basgedi's products far exceeded expectation and, just six months after opening, the shops are already well on their way to achieving their first year turnover target of £250,000. “This whole process has been a very steep learning curve for me and there is still so much I want to achieve with Basgedi,” said Heather. “In an industry that is changing on an almost daily basis, we have managed to hit on something unique and special for which there is a growing market.” So with Heather's proven business savvy and the company's forthcoming developments, including opening stores in other UK cities and further expanding the e-commerce website, you would not bet against Basgedi soon becoming the name on everyone's lips for both flowers and gifts. And for those who might be wondering what 'Basgedi' actually means… 'Baskets', of course!
“It’s common knowledge that many brides check out several different florists before making a final decision, which is completely understandable, and is the reason why the majority of florists only dedicate half an hour or so to this process.
Tina explained: “Tim checks all of the deliveries before they leave the shop and then does the initial set-up at the wedding venue, whether that is Tutbury Castle, a church or a registry office. “Once the service is finished, he then transfers the flowers to the reception venue, where they often have to be rearranged. “That in itself can be a nightmare, as you have to time it just right to beat everybody to the reception and have everything organised by the time the happy couple show up. “It’s very, very hard work but extremely rewarding for us, especially when we see the pleasure it brings.” And word of Tina and Tim’s outstanding service has begun to travel – while the average journey distance for their customers is around ten miles, one customer recently drove all the way from Scotland after seeing a design for a wedding bouquet on the shop’s website. “The service we provide would mean nothing without the exceptional quality of the flowers we have on offer,” said Tina. “We source the majority of our stock from Metz of Holland, allowing us to have flowers in the shop within 36 hours of them being cut by the grower. “That level of freshness means that our arrangements can last for up to four weeks, as opposed to the typical one or two, and is often the deciding factor for wedding customers in choosing us over any other florist.”
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Weddings:
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attracting the romantic market
sale level constantly, depending on supply and demand and the seasons. You will find that brides appreciate your honesty, and will trust you more. If the bride gives you a definite idea about the look they want to achieve, but are more flexible about the flowers used, this will help. • Know your customer - Brides these days are usually older, more independent, may be paying for the wedding themselves and don't come umbilically attached to their mothers or their future mother-in-law. There has been a growing trend towards brides doing their own wedding flowers and this is probably due to their need to have more creative control but also a fear of spiralling costs. • Make it personal - The more information you can give to a bride the better. Most brides will want their flowers to mean something to them. Give them information about meanings of flowers, colour, star signs (see the F&PA website) - anything that will make them feel they are getting that extra bit of service.
Elegance and beauty
• Listen - Be careful to listen to what the bride wants and always take notes that you can refer back to at a later date. Some will have a clear image of what they want in their heads while others may need advise. Don't be afraid to ask for colour swatches of the wedding dress or bridesmaid dresses to make sure you are on the right track. • Portfolio - Make sure you have an up-to-date and varied portfolio of your work and, if possible, testimonials from brides willing to sing your praises. The portfolio will instil them with confidence about your wedding work, give them a starting point to work with and may inspire new ideas which they had not previously considered. • Keep in touch - Once the bride has chosen the flowers and bouquets she wants, keep in touch. While you may have booked the job in your diary, you may not be aware of any changes to the colour scheme, that there are now three bridesmaids instead of two, or that
there is a new reception venue. Letting the bride know that you are in control takes some of the mounting pressures off her shoulders. • Check and double check - Weeks before the wedding, make sure you have the correct delivery times and dates. A bride does not want to be frantically worrying when her bridal and bridesmaid bouquets are going to arrive. When you deliver the flowers to the door, be cheery and wish the bride well - this extra mile in customer service will be remembered by the bride, who may recommend you to others, and by bridesmaids who may need bridal flowers at a later date. • Say thank you - When the big day is over, call the couple to thank them for using your wedding service and wish them all the best for the future. This gives you the chance to find out whether they were happy with your service (if so, don't be afraid to ask for testimonials) and keeps the door open for future business from both the couple, their family and friends. Flowers & Plants Association, www.flowers.org.uk
Flowers & Plants Association
The look of love Imagine a wedding without flowers - the church would look stark, the reception bare and the
edge to offer a bespoke service that larger retailers cannot match.
bride would have no idea what to do with her manicured, yet shaky hands. Flowers form such a significant part of the celebration - one reason is because they carry relaxing fragrances - it is no wonder that brides-to-be show a dogged determination in their quest to find the perfect florist.
Remember, for the majority of brides their knowledge of flowers is limited to the bunch they buy once a week in the supermarket if they buy flowers at all. They will have no idea of the variety, choice of colour and range of designs that you can offer. This is where you can make your mark. If they feel more confident and they can recognise what they are buying, the chances are they will spend more money.
Well, here is a statistic that may shock you - the average wedding costs just under £16,000 (according to a Mintel report), yet the average spent on flowers is £400, a paltry 3% of the total spend. Although you may view this as depressing, look at it another way. There is lots of potential for you to expand this market.
In a recent survey in 'Wedding' magazine, readers took an average of twelve months to get from popping the question to walking down the aisle. Whilst it may not be worth your while getting too detailed too early in the proceedings, there is no harm in the enterprising florist 'cultivating' potential brides before they spend their entire budget on the dress and the catering.
Wedding floristry is an area in which the multiples/supermarkets cannot compete and so is an area in which florists can shine. You have the technical skills, the design flair and the knowl-
With this is mind, iflorist has come up with a check list of business tips to ensure the blushing bride says 'I do' to you:
• First impressions - Remember, first impressions count. You can guarantee if a couple has sourced you on the internet or in a directory, they will also have other florists on their list. Make sure you are courteous, talk with confidence about your service and make it clear that nothing is too much trouble - this will be a very valuable asset to a frazzled bride-to-be. • Consultation - Make the bride feel special. Be certain to pick a time when you can devote all your attention to the client. Excusing yourself to serve customers or answer the phone will give them the impression that you are not 100 per cent focused on their big day. Many florists organise wedding consultations after normal working hours to ensure this doesn't happen, or even visit the client at home. • Budgets - Explain to a bride the reasons why it is difficult to give an exact quote a year in advance. It is vital that they feel in control, there is nothing worse than feeling you are being bulldozed in to raising your budget. Explain how flower prices fluctuate at wholeJuliet, David Austin Roses
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A new breed of cut rose David Austin's English cut roses represent a new breed. They have taken 14 years to create, and are based on David Austin's English garden varieties, adored by gardeners worldwide for their fragrances and Old Rose charm. It has taken more than a decade to marry their beauty and scent with the vase life and year-round availability of modern cut roses. Each and every rose opens gradually to reveal spectacular fullpetalled blooms and delicate fragrances and their romantic charm makes them the absolute must-have flowers for weddings. David Austin's cut roses won Gold at the RHS Hampton Court Flower Show and have been extensively reviewed and photographed by the wedding magazines over the past year, such that brides are asking their florists for David Austin's cut roses by name.
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The history of the rose The rose is one of the oldest flowers known to man, and still one of the most popular. According to fossil evidence, the rose is 35 million years old and during its long life has been recognised as a symbol of love, beauty, war and politics. During the Roman period, peasants were reduced to growing roses instead of food crops to satisfy the demands of their rulers. They used its petals for medicinal purposes but also as perfume, in their baths and as confetti at celebrations. In the fifteenth century the rose was used as a symbol for the factions fighting to control England. The white rose symbolised York, and the red rose symbolised Lancaster and as a result, the conflict became known as the 'war of the roses'. Roses were in such high demand during the seventeenth century that royalty considered roses or rose water as legal tender, and they were often used as barter and for payments.
Rose Fact file
Wedding gifts
Name: Botanical name Rosa
While it is customary for the bride and groom to provide gifts for the key members of their wedding party it is yet another source of stress for the happy couple.
Origin: China and now cultivated from America to Africa and from Eastern Europe to the Far East. Colour: Available in every colour except blue and true black. Availability: All year round and probably the best known and best-loved flower in the world. Varieties: For extra scented roses, look for 'Sterling Star' (lilac), 'Jacaranda' (blue-pink), 'Osiana' (peachcream), 'Sterling Silver' (lilac) and 'Extase' (deep red). Care Tips: Limp roses can be revived by standing them up to their necks in lukewarm water in a cool room. Do not bash the stems as this prevents them taking up water effectively. Don't remove thorns unless for a hand-held posy, as these can cause wounds where bacteria can enter. They have a vase life of around a week but can last even longer.
Bouquets are often seen as the perfect gift for mothers, mothers-in-law and bridesmaids but why not offer the bride and groom a slight variation on the norm - flowers in a bag. Companies like Ann E Bags Ltd, provide top quality gift packaging for the small retailer, which enable them to sell floral designs which set them apart from their competitors. The most popular styles are the bespoke hand-tied carriers in black ivory and brown kraft - so much so, that the company cannot keep enough in stock. The bags come with labels and tissue paper, which adds to the stylish contemporary feel that will impress both recipients and wedding guests alike.
Flowers and Plants Association
Their three varieties include Juliet, Rosalind and Miranda - all names which are based on Shakespearean characters.
Mazelli Designs
©
Presents
'The Floristry Bag'
It wasn't until the late eighteenth century that cultivated roses were introduced into Europe from China - this is where we can trace most modern day roses back to. Did you know?
• Juliet's large creamy-apricot blooms hold their petals in a perfect rosette, the colour gradually softening with time. Juliet has a light Tea fragrance. • Miranda has very impressive, full petalled blooms of pure pink, the closeness of the petals causing the intensity of colour to vary from very pale to very deep. The flowers start deeply cupped with green outer petals, which become hidden as the rose opens fully to a wide shallow cup. Miranda has a delicate fruity fragrance. • Rosalind has very full petalled flowers of blush pink with the faintest hint of lilac, and has a large button eye in the centre. Rosalind has a delightfully sweet, fruity fragrance.
• The world's oldest living rose bush is thought to be one thousand years old. Today it continues to bloom on the wall of the Hildesheim Cathedral in Germany. • Napoleon's wife Josephine adored roses so much she grew more than 250 varieties. • In Christianity, the red rose is symbolic of the blood of Christ and a symbol of martyrdom, charity, the passion and resurrection. The white rose is linked to the Virgin Mary - the rose without thorns. • While the rose may bear no fruit, the rose hips (the part left on the plant after it has finished blooming) contain more vitamin C than almost any other fruit or vegetable. • Shakespeare refers to roses more than fifty times throughout his writings, “What's in a name? That which we call a rose; By any other name would smell as sweet.” Act II, Scene II, Romeo and Juliet.
'The ultimate sundries carry case for florists on the move!' £29-95 including integral tool bag (Tools not included)
To order contact our distribution centre; Questfreight on
tel. 0208 890 0330 Or contact Mazelli-designs directly on
tel. 07950 257 976 You may also order via our website on www.mazelli.co.uk Delivery p & p £4-50 for UK
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Industry focus: the flower tester
With hay fever and an allergy to gerberas you wouldn’t think working in the world’s largest auction house would be ideal. Anita van Niewenhoven, head of Bloemenveiling Aalsmeer’s test centre would, however, disagree. She said: “I really love working here. With my allergies it is not good for me to be around flowers all the time, so I try to keep myself busy in other areas whenever I can.” With more than 20 million flowers and plants sold at Bloemenveiling Aalsmeer every day, quality is of paramount importance. It is no wonder then that the largest flower auction in the world created its own test centre to ensure that the 13,500 species sold there each day are in a perfect condition. This task falls to Anita and her team, who every day make quality checks on behalf of the growers, buyers and suppliers. “There have been a lot of changes in the flower trade since I started work here,” she said.
the flowers will be after transportation and if they are free of disease. Regular testing provides a good insight into quality and means growers can use results as extra product promotion or to adapt procedures, perhaps in the cultivation or post-harvest phase. In turn, traders can use the results to make adjustments to selection procedures or to supplier choice. Durability is an important part of the testing process, as growers, buyers and suppliers alike need to know how long their flowers or plants will last in the home. Participating growers can have their products tested weekly or fortnightly and all participants – both suppliers and traders – can view the results via the internet. Anita said: “Testing started out with rose growers, but it is becoming increasingly common with other flowers growers.
“External quality has always been important, but there is now growing importance on internal quality and onus on the buyer to provide more quality guarantees.
“We need to be confident that the flowers and plants we sell here today are in a perfect condition when they arrive in a person’s living room in the UK or in Germany. On average, tulips have a six day vase life, while my favourite flower - the rose - has 10.”
“When I first started work here all the tests were paid for by the auction. Now more and more are paid for by the buyers and growers.”
Bloemenveiling Aalsmeer supports the introduction of new products and space in the test centre has been set aside to monitor them.
Tests can be made on uniformity, leaf quality, flower size and flower colour, how long the flowers will last in the home of the consumer, how fresh
New products with good durability are given the honorary designation of ‘Fleur Primeur’ or ‘Plant Primeur’.
Anita said: “Testing new products is particularly important to a grower looking to produce a new variety, as if it displays a bad face life it means that it is not worth taking the risk. “If the quality of these new products is not up to standard we cannot give them Fleur Primeur status, though growers can ask for a re-test.” While many of the tests carried out are at the request of members, others have been required by quality control, whose job it is to flag up concerns about flowers when they arrive at the auction. Flowers that are up to standard receive a quality mark, but those which aren’t are sent back to the grower and quality control staff may pay them a visit to discuss any problems. Also, if a buyer comes back to the auction with a product they are unhappy with, this will also be tested in the centre. The test centre has acquired a wealth of information and knowledge over the years and is manned by researchers and assistants who have a genuine passion for flowers and plants. Anita said: “Imagine arriving for work everyday to be met with a mass of colour and beauty. “My favourite part of the job is coming into contact with the many different flowers of the marketplace – even though some of them don’t like me!” Anyone visiting Bloemenveiling Aalsmeer can pay a visit to Anita in the test centre, which can be found on the balustrade next to flower auction room E. Inset: Anita van Niewenhoven, head of Bloemenveiling Aalsmeer’s test centre
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The perfect wedding bouquet
What you will need:
1. Pin bullion wire to Oasis creating a frame
5. Bind the gloriosa lily trails and longer stems
Oasis bridal holder
and length; attach the first few gloriosa lilies and wisps of asparagus fern.
with decorative bullion wire to pull the piece together.
Mossing pins Decorative bullion wire
2. After adding swirling steel grasses for length, insert sprigs of soft ruscus for texture.
Gloriosa lilies Asparagus fern
3. Place gloriosa lily heads into the oasis as
Steel grass
the focal point; surround with the F green rose heads.
Soft ruscus Cerise pink spray roses F green roses Scissors
4. To accentuate the bouquet shape, add cerise pink spray rose heads to any gaps; add short pieces of grass to mirror the grasses below and balance the piece.
Handy hint: As this is a wedding bouquet, we would recommend you use a glue gun to secure pieces at each stage of creation, just to make sure it will withstand the ‘nervous bride test’. This bridal design was created by Hardman & Hall Contemporary Florists www.hardmanandhall.com
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iflorist:
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the internet for floristry insomniacs
Giving floristry back to the florist
“Floristry can't go that way. There will always be room for the national companies, but the heartbeat of the industry is the one-man bands, the family businesses and the professionals plying their trade in their own shop.” Signing up does require a computer and access to the internet, although
iflorist can help you get on your way with simple and cost effective packages. “The technology is in most people's homes and business already; they just aren't making the most of it yet,” added Mike Chappel of iflorist. “Our system isn't complicated, we feed orders to partners and they fulfil them, it's no more difficult than that. “But we understand that some people are a little hesitant about technology. If you're not used to it, it can be a daunting prospect. That's ok though as we have put together a straight-forward installation process and can offer support in plain English. “All the ordering takes place on our side of the business, meaning it's one less thing for the florist to worry about. We've taken care of the set-up and the marketing; we're just ready for partners to start taking orders.”
iflorist exists to bring the floristry business back into the hands of the florist. As a skilled local florist it can be soul destroying watching large retailers take your local pickup trade and online florist websites take away your traditional telephone business.
iflorist is an order generating system, it is not a relay service. Unlike relay companies that send flowers from anywhere to anywhere, iflorist just gives orders to its partners. The difference here is crucial, and means that any florist can take part.
Rather than trying to compete with high street retailers and online florists, iflorist lets you plug into orders that are generated by high street retailers and online web florists. For a one-off licence fee of £100, florists become a partner to iflorist and have the ability to receive orders from a wide range of high street retailers and web orders via Google, Yahoo, Microsoft, kelkoo and ebay.
iflorist exploits the true potential of online sales, taking the pain and cost of receiving profitable orders away from independent florists - it's a bit like having your own department store on the internet without having to pay for your orders - you simply give a trade discount for the orders that you receive from us.
“Relay companies don't like competition. If you sign up to one, you usually have to sever any ties you have with others. This limits how much business a florist can do, but with iflorist you can be subscribed to receive orders on top of any relay work you carry out,” said Jason Hall of iflorist. “We're not asking our partners to pick us over anyone else; we're asking them to pick us as well as everyone else they already have on the books. “Business in general is becoming less about the individual retailer on the high street and more about the big brands.
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Top internet tips: Your high street on the information superhighway
Budding star: Aaron MacManus is a second year floristry student at Myerscough College who has ambitious plans for the future.
The world has been shrinking for centuries.
Why do you want to be a florist?
It started about the time Christopher Columbus taught us we could sail around it, then the invention of the telephone meant we could speak to people across the country, and then across the continent, and now the internet has enabled us to conduct real-time business with anyone, anywhere on the planet.
I have always been interested in flowers ever since I can remember. It started as a hobby but when I started entering competitions I realised I could make this into a career.
What project are you currently working on? But what of those that don't want to shop in Brazil? And do we really want to buy our flowers from Australia?
At the moment I am planning a large event in Telford in June. It is an exhibition and conference where I will be in charge of all the flower displays and decoration. The key part of the design is a 40ft palm tree to be made entirely from aspidistra leaves.
Trans-global business is no doubt a saviour for many businesses, rescuing some and opening up unlimited new opportunities for others. For most of us, however, it's all a bit much. And now the big online players are picking up on the fact that once the novelty of it all has worn off, when we're ready to spend our money, we'd sooner do so in our own back yard.
What has been your favourite project so far and why?
This realisation has led to the new Local brands: Yahoo Local, Google Local, and so on. They are mini search engines concentrated on your location, like being given your local phone book in place of a giant list of every existing telephone number.
I entered a competition a year ago with the theme of “Beyond Imagination�. This was the most enjoyable project and one of the most unusual, winning me a gold award at the show. I started by covering the table with grass then made a metal frame into a cone shape and attached CD's swirling all the way round. Through the middle of each CD I placed different coloured Gerberas which were in test tubes filled with coloured water.
So there's less nonsense to trawl through, great for your average internet user, but what does that mean for your average florist?
It puts them back on the map, because the map is centred on them. Use a regular search engine to look up florists and you will find the big names and brands, but use a Local search engine and you'll find shops on your high street. This level playing field could be the all important differentiation in the future of online business. It could mean that big e-brands don't kill the bricks and mortar shops like we feared they might. Now fully launched in the US and Canada, the Local search engines are still in development in the UK. Over in the States, Google has already incorporated maps to direct shoppers to stores and there's a slimmed down version which can be used on mobile phones. Essentially, you can be standing in the high street when you remember you need a florist, turn on your phone and be directed to your nearest shop. By storing your location, your computer can tailor the internet around you. The world may be a vast and interesting place, but it no longer needs to clutter our everyday internet use. And with this comes benefits to the high street florist, something the big, countrywide names can't change.
iflorist summer 2006
How valuable has college training been to you and why? I debated for a long time about going to college to progress in floral design and I am pleased with my decision. College has given me so much more knowledge and understanding about the industry. As well as learning new designs and styles, it has given me experience in the principles of design and photography. I have also had the opportunity of working with different types of materials as well as lots of different flowers. College has also introduced me to demonstrating; this is something that I really enjoy and have demonstrated at a number of flower shows and events. The skills I have learned in college will be a great foundation for my future career and have helped me progress my own personal style.
Do you plan to set up your own business once you have qualified? Just over a year ago I decided to become a selfemployed, freelance floral designer on the days I wasn't in college. This included working at my local florists and helping with weddings and other large events. In October last year I set up my own company, WillowWays Ltd. I decided to use my experience with event management and join this together with the floral design to create a company that can provide the whole package for weddings and corporate events. When I complete my college course in June 2007 I plan to progress my business even further.
Which are the best materials to work with? I enjoy working with decorative wire, this is a great way to pull together your design and help strengthen and support it. I also like test tubes in a design as they are great to work with and look original, having the added benefit of making the flowers last longer. I have always found Sisal to be a great material to work with - you can do almost anything with it and it gives a great impact. My favourite flowers to use are tulips as they are very flexible and can be woven through frames and used in many different ways. I also like to use grasses - they can enhance any design, and there is so much you can do with them, especially flexi grass.
And the worst? Still in its early stages, we can only speculate where the technology may lead, but we can be confident that the local florist will become as prominent as the national retailer again, and the internet will soon become the friend, rather than the feared foe.
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I don't like working with cellophane especially the spotted kind, the only time I would use it is if it's completely necessary, such as for an Aqua pack.
Whose house would you choose to decorate with flowers and why? I would like to decorate the house of Elton John because of his great personality and fashion sense. I think he would let me go wild with the designs and colour and this is something that I would really enjoy. I would also like thinking up new ideas and designs that would fit in with his home.
Where do you see yourself in five years? In five years I hope to be running a successful business, which deals with large events and corporate work. I would also like to progress my skills as a demonstrator and take part in shows. I will continue to enter events and will hopefully progress to world class competitions and flower shows.
What tips can you offer to fellow budding florists? I strongly believe in following your dreams and goals no matter what. When you are learning floral design it is important to find your own specific style but still allow yourself to learn from others. I believe this is what will make you stand out from the rest.
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Events guide
iflorist summer 2006
New products
Event: Date: Venue:
Chelsea Flower Show 2006 May - Tuesday 23 to Saturday 27 Royal Hospital, Chelsea
Description:
The finest collection of flowers in the world will be on display at one of the most famous shows.
A year of flower dates to remember, from May 2006 to May 2007
Contact: Website:
020 7649 1885 www.rhs.org.uk/chelsea
Spring Bank Holiday - Monday May 29
23
Fathers Day - Sunday June 18
Hampton Court Palace Flower Show 2006 July - Tuesday 4 to Thursday 6 Hampton Court Palace, Surrey
Description:
The world's largest horticultural show - this spectacular gardening event features an exciting range of flowers, plants and gardening accessories.
International Day of Peace - Thursday September 21
0870 752 7777 www.rhs.org.uk/hamptoncourt
All Saints Day - Wednesday November 1
Contact: Website:
Grandparents Day - Saturday September 16
Hallowe'en - Tuesday October 31
St Andrew's Day - Thursday November 30 Christmas Eve - Sunday December 24 Event: Date: Venue:
Tatton Park Flower Show July - Wednesday 19 to Sunday 23 Tatton Park, Cheshire
Description:
Ideas, inspiration and plants - they're all yours to take home from the Royal Horticultural Society's Flower Show at Tatton Park.
Flowers with a difference
Summer Bank Holiday - Monday August 28
Event: Date: Venue:
Christmas Day - Monday December 25
Flower in a balloon Launched to the UK floristry market at the Spring Florist Event 2006 in Birmingham was the innovative new concept of the Flower In A Balloon (FIAB) by wholesale company Ballooniful.com. Previously only available in the USA, FIAB brings an inventive and novel new look to floral artistry. The equipment used to produce this product is simple to use and allows you to bring a new and modern look to floral displays, table decorations or just as a distinctive gift. For instance, it allows a new take on the already popular combination of balloons and floral displays as a wedding table centerpiece. it is perfect as a gift for people in hospital where open flowers may not be allowed or even just as an unusual gift for a loved one. The only limit is your imagination! For further information, picture gallery, stock, and ordering details visit www.ballooniful.com. Call on 01437 768998 or email enquiries@ballooniful.com
Want to diversify your product range, offer more to your customers and still keep to the theme of flowers? Introducing the gift with a difference: Flower Stork Babywear Bouquets. A Flower Stork Babywear Bouquet is ideal for a new mum and baby. At first glance, it appears to be a fresh flower bouquet but a closer look reveals that the rosebuds of a Babywear Bouquet are in fact made from baby clothes. A beautiful and practical gift, the bouquet can be enjoyed before the baby is ready to wear the clothing (sized three - six months). Each handmade bouquet is decorated with coloured tissue and paper flowers to match the 100% cotton clothing - baby socks, bodysuits, bibs and muslin squares. The Flower Stork Babywear Bouquets are available in Classic White, Sugar Pink, Cornflower Blue and the Spring colours of Buttercup Yellow with Classic White. To stock The Flower Stork products call 0800 161 3363 or email info@theflowerstork.com
Boxing Day - Tuesday December 26
Contact: Website:
020 7630 7422 www.rhs.org.uk/tatton/2006
New Year's Eve - Sunday December 31 New Year's Day - Monday January 1 Valentine's Day - Wednesday February 14
Around the world in flowers In the exquisitely illustrated World Flowers, leading international florist Jane Packer reveals how she draws on landscapes, traditions and cultures from around the globe to create her fabulous distinctive themed displays.
St David's Day - Thursday March 1 Event: Date: Venue:
GLEE September - Sunday 17 to Tuesday 19 NEC, Birmingham
Description:
International garden and leisure trade show with the latest product launches and retail ideas.
International Women's Day - Thursday March 8 St Patrick's Day - Saturday March 17
Contact: Website:
020 8277 5861 www.gleebirmingham.com
Mothers Day - Sunday March 25
Always searching for new sources of inspiration, Jane Packer presents a fresh approach to flower arranging. Using flowers and plants from all over the world she explains how to create glorious original displays for every occasion and interior. With shops and flower schools from New York to Tokyo, she is highly qualified to give this insight into world flowers.
Mothers Day (USA) - Sunday May 13 Good Friday - Friday April 6
New alternative to canvas Liquid Images is an innovative photographic company specialising in selling a revolutionary new product called Art Blocks. Art Blocks are an exceptional new alternative to canvas prints, offering all the same features with the added benefits of a high quality, durable fine art print.
As well as revealing the thought processes behind her designs, Jane gives clear instructions on how to create them and suggests alternative flowers and containers to alter the look of the displays.
Acclaimed photographer Tom Lambert has created a range of contemporary photographic images including a fascinating array of stylish floral and natural subjects. They are high quality Glicée Prints laminated and bonded onto wood. The lamination process seals the image making the overall product extremely hard wearing.
Jane Packer is one of Britain's foremost floral artists, renowned for her simple yet stunning designs. She is regularly commissioned by luminaries of the film, fashion and business worlds to create flowers for all manner of everyday and special occasions.
The advantage of Art Blocks is that the image is brilliantly clear and will not fade or become loose over time, as can happen with a canvas prints. Combining this unusual art style along with their professional unique photography adds to the overall beauty of these products.
Easter Sunday - Sunday April 8 Event: Date: Venue:
Society of Floristry Annual Show 2006 November - Saturday 25 to Sunday 26 East Midlands Conference Centre, University of Nottingham
Description:
A chance to see demonstrations from international floristry experts.
Contact: Website:
0870 2410432 www.societyoffloristryexhibitions.info
Easter Monday - Monday April 9 St George's Day - Sunday April 22 May Day - Tuesday May 1
Celebrity clients include John Galliano, Madonna and Donna Karan.
Art Blocks from Liquid Images are all hand finished, hand signed and come in 3 different sizes with trade prices starting at £7.50.
World Flowers, priced at £18.99 is due out in August.
For more information please visit www.liquidimages.co.uk or contact Becky Quartermaine on 01904 797907.