Flowers& - December 2017

Flowers& DecEMBER 2017 $6.50

www.MyTeleflora.com

Hearts & Flowers Spirited floral Valentines for lovers, family & friends Pgs 20, 34

Up-to-date tips for longlasting roses Pg 13

Classic floral art from Korea Pg 56

contents december 2017

features 13

Runway Roses

A gallery of the newest roses from Colombia, with up-to-date care tips.

20

You’re the One

Flower kisses—delivered with passion and imagination.

Floral design by Jenny Thomasson AIFD, PFCI, EMC Photography by Ron Derhacopian

44

Something for Everyone

Floral hugs—for Valentine’s Day and every day.

Floral design by Jody McLeod AIFD Photography by Ron Derhacopian

53

Selling the Flower Experience

What better time than Valentine’s Day to cash in on the trend?

54

Love, Honor, Respect

Growth continues for Women’s Day, March 8, as a flower-giving holiday in the U.S.

56

Root, Branch, & Flower Classic floral art from Korea.

Floral design by Sungduck Hong AIFD

62

Flowers& Index 2017 2 DECEMBER 2017

pg 49

ON THE COVER Little things add up to one big statement with this composite design—a clever concept for which the giver can take credit when it is re-created at home. Then the individual flower pots can be spread throughout the house—like love itself.

For a how-to on the ribbon treatment and more romantic floral gift ideas from Jenny Thomasson AIFD, PFCI, EMC, turn to pages 20-32.

contents

departments 8

10

Focus on Design

A Showcase for Message Roses

By Rich Salvaggio AIFD, AAF, PFCI

Design Tech

Sheltering and “Lacing”

33

Meet the Designers

61

Industry Events

64

Where to Buy

66

What’s in Store

67

Advertiser Links

68

Wholesale Connection

By Tim Farrell AIFD, AAF, PFCI

pg 9

Flowers& Volume 38, Number 12 (ISSN 0199-4751).

Published monthly by Teleflora, 11444 W. Olympic Blvd., Los Angeles, CA 90064, 800-321-2665, fax 310-966-3610. Subscription rates: U.S., 1 year, $78.00.

Canada, 1 year, $102.00 (US currency only); Canadian GST registration number R127851293. Other foreign countries, 1 year, $149.88 (US currency only). Single issues, $6.50 each prepaid. Periodicals postage paid at Los Angeles, Calif., and at additional mailing offices.

Postmaster: Send address changes to Flowers&, PO Box 16029, North Hollywood, CA 91615-9871.

Copyright © 2016 by Teleflora. Printed in U.S.A.

4 DECEMBER 2017

pg 10

Flowers& Publisher Editor Art Director

Rich Salvaggio AIFD, AAF, PFCI rsalvaggio@teleflora.com Bruce Wright Tony Fox

National Advertising Director

Peter Lymbertos

U.S. Subscriptions

800-321-2665

Foreign Subscriptions

818-286-3128

Advertising

800-421-4921

On the Internet

www.MyTeleflora.com www.flowersandmagazine.com

A d v i s o r y B o ard Teleflora Education Specialists Susan Ayala

AIFD, PFCI,

Riverside, Calif., Tom Bowling

Fairfield, Ohio, Tim Farrell

AIFD, AAF, PFCI,

AIFD, PFCI,

Syndicate Sales,

Farrell’s Florist, Drexel Hill, Penn.,

Hitomi Gilliam AIFD, Vancouver, B.C., Canada, John Hosek AIFD, PFCI, CF, CAFA, Surroundings Events and Floral, Verona, Wisc., Alex Jackson Denver, Colo., Vonda LaFever AAF, PFCI, AzMF,

AIFD, PFCI,

AIFD, AAF, PFCI,

Happy Canyon Flowers,

Niceville, Fla., Joyce Mason-Monheim

AIFD,

Designer Destination, Tucson, Ariz., Helen Miller AIFD, CF, CAFA, Flowers and

Such, Adrian, Mich., Darla Pawlak AIFD, PFCI, Essexville, Mich., Julie Poeltler AIFD, PFCI, IMF, CAFA, Julie’s

Fountain of Flowers, Lone Tree, Iowa, David Powers AIFD, Potomac Wholesale,

Silver Spring, Md., Jerome Raska AIFD, AAF, PFCI, CF, Blumz by JR Designs, Ferndale, Mich.,

Tom Simmons Gerard Toh

AIFD, CCF,

AIFD, CCF,

Three Bunch Palms Productions, Palm Springs, Calif.,

Garden Trade Services, Sherman Oaks, Calif., Cindy Tole

Botanica Flowers & Gifts, Greensboro, N.C., Jenny Thomasson

AIFD, PFCI, EMC,

AIFD,

Stems,

Florissant, Mo., Kevin Ylvisaker AIFD, PFCI, CAFA, Mukwonago, Wisc.

Ed i t o r i al C o u n c i l Carol J. Caggiano AIFD, PFCI, A. Caggiano, Inc., Jeffersonton, Va., Bert Ford AIFD, PFCI, Ford Flower Co., Salem, N.H., Bob Hampton AIFD, AAF, PFCI, FSMD, AIFD,

AIFD, AAF, PFCI,

Pompano Beach, Fla., Wilton Hardy

JWH Design and Consultant, West Palm Beach, Fla., Elizabeth Seiji

Edelweiss Flower Boutique, Santa Monica, Calif.

Customer service: For service on your magazine subscription, including change of address, please write to Flowers&, P.O. Box 16029, No. Hollywood, CA 91615-9871, enclosing a recent address label. For faster service, call 818-286-3128; Teleflora members call 800-421-2815.

6 www.flowersandmagazine.com

focus on design

•j

Floral design by Rich Salvaggio AIFD, AAF, PFCI

•

Photography by Ron Derhacopian

1

A triple heart frame provides a showcase for message roses.

1. Using flat wire and any smooth, solid form with a heart shape, such as a plastic-backed foam heart, press the flat wire against the outline of the heart to shape it. Bring the ends of the wire together at the bottom of the heart, leaving a stem of several inches at the bottom. Add a wired pick to the stem. Make as many more of these wire hearts as you think you will need.

2. For a slightly taller design and to reinforce a cheerful, two-tone color scheme with your container, add floral foam to a pink Tapered Cube and then place it inside a light green one.

Insert three of the wire hearts so they overlap.

Green the base with ivy, bringing a strand or two up among the hearts.

3. Add three Speaking Roses, positioning them so each one is framed by one of the wire hearts. Complete the design with more roses at the base, along with pink cut kalanchoe.

8 www.flowersandmagazine.com

2

See this

how-to on s

•

For product information, see Where to Buy, page 64.

at Flowers&or go to flowersandmagazine.com.

3

DECEMBER 2017 9

design tech

•j

Floral design by Tim Farrell AIFD, AAF, PFCI

•

Photography by Ron Derhacopian

Sheltering and “Lacing” As

in the center. The result is “a mechanically

mini callas through the armature, which dis-

defined in The AIFD Guide to Floral Design,

solid vase design, insuring secure delivery.”

plays their graceful stems to advantage. Deco

lacing refers to something different from what

Here, Tim playfully offers a different inter-

you see above. Traditionally, lacing is a tech-

pretation. He took five Oasis Wire Armatures,

nique used in creating arrangements without

pulled them apart and reattached them to

The resulting design is transparent and

floral foam. It is “a method of crossing and

each other, using the actual wires to make

wide open. The perfect final touch, then, was

interweaving stems to form a framework for

one large circular mesh. He molded the mesh

to add the Xanadu philodendron leaves, a

holding plant materials in position within a

to the bottom of a mirrored glass bowl, ex-

good example of sheltering: “the process of

container.” You begin with the sturdiest foli-

tending it higher in the back, lower in the

placing one or more materials over or around

age stems, placed at a diagonal so they lean

front. To stabilize the shape, he sewed mi-

the others in a composition, lightly enclosing

against the sides of the vase. With enough

dollino through the mesh, placing a single

the materials within.” In a world of threats and

of these in position, subsequent stem place-

hypericum berry on the end of each strand.

dangers, who doesn’t like to feel protected

ments can be supported upright, more or less

With this structure in place, he wove Picasso

and sheltered? Yes, flowers can do that.

Rocks cover foam in the center and lend visual weight.

t

Design techniques from The AIFD Guide to Floral Design, www.aifd.org 10 www.flowersandmagazine.com

For product information, see Where to Buy, page 64.

unway RRoses

A gallery of the newest roses from Colombia, with up-to-date care tips. / Text & photos by Bruce Wright Roses keep getting better all the time, as breeders come out with new varieties that are not only trend-sensitive but designed to perform beautifully in the vase. Still, no matter how strong the variety, a lot depends on postharvest care, from the grower right through to the flower shop. And that’s another area where science marches forward. Sometimes it turns out that the best way to treat cut roses isn’t what we thought for years. Old habits and beliefs die hard—even after research has proved them wrong.

To clarify what works and help correct any lingering misconceptions, Flowers& talked to postharvest expert Dr. Terril Nell, research coordinator for the American Floral Endowment and a preeminent authority on what makes flowers last.

DRESSED IN GREEN Blush roses are more popular than ever, ranging from a fresh light pink or peach to cream-colored roses with just the faintest hint of color. A feature common to some of the most appealing blush roses on the market is that the outer petals are tinted a pale tea green—a color that harmonizes beautifully with the trend to green in both weddings and interiors. Among the varieties on display at the Colombian trade fair Proflora 2017 that fit this description were (clockwise from top left above) the De Ruiter varieties Marvel and Frutteto, Dynamic (bred by Interplant), and Amorosa (bred by W. Kordes Söhne). The latter two varieties were displayed at Proflora by the Colombian rose representative Plantador. www.deruiter.com, www.interplantroses.nl, www.kordes-rosen.com, www.plantadorcolombia.com DECEMBER 2017 13

After re-cutting stems and placing roses in water, should they go into the cooler right away, or stay out for an hour or so first while they get a first drink?

“Roses should hydrate in the cooler,” says Terril. “I prefer that the roses be placed into cold water—properly mixed with flower food, of course. Then they should go into the cooler immediately.”

Why does that work better? “So much of the past literature talks about water uptake,” he explains. “It’s really about water balance: water taken in, versus water lost.” Remember that all flowers are constantly breathing moisture out through their leaves and other tissues. Sitting at room temperature outside the cooler, roses won’t take up water any faster—but they will

unway RRoses definitely lose more moisture to the air.

Early research on cut-flower hydration looked only at water uptake. Newer studies have taken into account both uptake and loss.

For flowers to hydrate efficiently, absorption needs to be greater than loss.

“There is a production factor in this,” Terril further explains. Today most of the roses sold at Valentine’s Day were grown in regions that have high humidity. That means it’s more important than ever that they go into the cooler, where the humidity should be high—80% or higher.

What kind of solution should I use for my roses?

Expert opinion may differ on the answer to this question—which may also depend on the condition of your roses when they arrive, and whether you intend to hold them or use and sell them right away. Many florists swear by the practice of treating roses first with hydration solution—especially if they arrive in a stressed condition from dry shipment.

Hydration solutions—offered by Chrysal, 14 www.flowersandmagazine.com

REDS RULE Although women generally prefer “color” roses (anything but red), men persist in following the time-honored tradition that red means romantic love (as confirmed by the latest Floral Purchase Tracking Study—see page 19 for more). Freedom has been the favorite red variety for some time now—but fashions change, and challengers are ready to wrestle for the crown. Among them is Explorer (as seen at top left above, on display at Proflora 2017, from grower Floreloy). Bred by Interplant Roses, Explorer was introduced to the market in 2011 but lately has continued to gain market share. It is a deeper red, with more light and shadow, than Freedom. Also on display at Proflora was Cupido (at right), from breeder De Ruiter—a strong red with fewer thorns than most similar varieties. Esmeralda showed a completely thornless, brandnew red rose (at top right) that is not yet commercially available. The launch of this variety, as yet unnamed, is at least a year away, according to Mark Dubner, vice president of sales for Connectaflor, the exclusive distributor for the Esmeralda brand. Winning the grand prize at Proflora’s outstanding varieties competition was a red garden rose with a green center: Red Eye (directly above), grown and entered into competition by Grupo Andes. www.interplantroses.nl, www.floreloy.com, www.deruiter.com, www.connectaflor.com

DECEMBER 2017 15

Floralife, and Syndicate Sales—contain a surfactant to accelerate water uptake but differ from regular flower food in that they contain no sugar (or very little). Specialty flower foods designed specifically for roses contain sugar along with the surfactants. But typically, hydration solutions—whether of the holding-solution or the “quick dip” variety—are low in flower nutrients.

For Terril, the main consideration for retail florists is that roses need a full-strength flower food with sugar, which gives energy to the flowers so they can open the rest of the way. “Yes, the roses need water to open,” he explains.

“That is how petals open: the existing cells absorb water. But you also need sugar to get the energy to do that.”

All-purpose, full-dose flower foods (“vase solutions”) contain sugar, but no surfactants.

They include Chrysal Professional 3, Floralife Flower Food, Floralife Crystal Clear Flower

unway RRoses Food, and Syndicate Sales Aquaplus.® New on

the scene is the Floralife Express product line.

These are flower foods that are designed to keep fresh cut flowers fully hydrated and fed without having to recut the stem before putting it in so-

lution. One product in the line, Floralife Express Rose 300, is specifically formulated for roses.

“I’m hearing from people in the industry that it works very well,” says Terril.

When roses arrive with a cardboard sleeve around the heads, should I remove it right away or wait an hour or so while the roses absorb water with flower food?

Take the sleeves off right away, says Terril.

“Let’s assume the flowers have been warm. As they cool down, we have condensation.” That means that rose heads pressed together inside a cardboard sleeve provide the perfect environment for growth of botrytis—the disease-causing fungus that is found pretty much everywhere plants are grown and that manifests in roses as unsightly brown patches on the petals. It’s 16 www.flowersandmagazine.com

OPEN WIDE When is a rose the most beautiful? When it’s wide open, of course—but the real fun lies in watching that happen. Rose breeders today are focused on creating roses that will open slowly and fully.

In many cases, the rose not only expands and changes shape over several days in the vase but changes color as well, revealing a lighter or darker interior, or even a different hue. A beautiful example is Miyabi: dark pink on the outside, lighter and peachier in the very center (as seen at middle right, held by Alexandra Farms sales manager Maria Paula Cordoba). Rosa Loves Me (top left) is another new garden rose from Alexandra Farms that offers the excitement of a contrasting interior. From DeRuiter, Pink X-Pression and Coral X-Pression are two more varieties that open beautifully, in the style of garden roses. But even among hybrid tea roses with somewhat fewer petals, arranged in a classic spiral, certain varieties can be counted on for large heads that change color as they open wide—like Mother of Pearl (at right) from Jan Spek Roses, now allied with the Dümmen Orange global breeding network. www.alexandrafarms.com, www.deruiter.com, www.dummenorange.com

BIG IDEAS every single month, along with flower news & business advice

A digital subscription is only $19.95 for a full year.

Visit: www.flowersandmagazine.com & click on the “subscribe” tab.

DECEMBER 2017 17

much better to let air circulate around the rose heads so they have the room they need to expand as they absorb water. The roses should not need the cardboard for the heads to stay upright on their stems while they hydrate. If they do, they are already past help!

Should I remove thorns and guard petals— and if so, what is the best way to do it?

Ideally, cut roses that are disease-free should remain intact, with no removal of thorns or petals. Any time you cut or tear a rose unnecessarily, you are causing a certain amount of stress to the flower. That said, it’s understood that in the real world, removing thorns may be necessary, and many florists will also choose to remove guard petals.

Do it carefully, says Terril. The best way to remove thorns is with a sharp knife. “When thorns are removed in a rough, hasty way, it leaves a

unway RRoses

wound in the stem that leaks fluid into the water.

That fluid contains sugar that feeds the growth of bacteria, which stops up the stem.”

Likewise, when a guard petal is removed in a way that causes damage to the base of the flower, the flower is stressed—which means that it produces ethylene, hastening its own demise.

How important is it that roses be treated for sensitivity to ethylene?

Roses are often classified as ethylene-sensitive, but with an asterisk, indicating some varieties are way more sensitive than others. That’s true, says Terril—but “the data show that a large portion of roses grown today are ethylene-sensitive, so all should be treated. Growers say, ‘We can’t afford that.’ The cost is .005 cents per stem.

I say, for the little money it costs, every rose should be treated.”

Ethylene, of course, is the cause of all kinds of problems in sensitive flowers, from droopy stems and shattered blossoms to shriveled pet-

18 www.flowersandmagazine.com

SOMETHING NEW A true-blue rose—naturally blue, rather than dyed—has long been the Holy Grail for rose breeders. It’s difficult to achieve because red pigment typically surfaces along with the blue, tinting the blue in the direction of violet. Now, using advanced breeding technology, Suntory Flowers has produced the closest thing yet: the Suntory Blue Rose Applause™, available exclusively from distributor Fresca Farms. www.suntoryapplause.com, www.frescafarms.com

als and yellow leaves. About 30% of cut-flower “shrink” (premature damage and death) is attributed to ethylene. “Most people think the only way a flower dies from ethylene is if the ethylene comes from a source outside the flower, like fruits and vegetables or other dying flowers in the same cooler,”

Florist’s Best Friend--

Floral Delivery Trays EASY LOAD NO SPILL LIGHT WEIGHT

notes Terril. “But ethylene is a stress hormone. Flowers produce it internally any time that flower is under stress. During shipping a flower can start to produce ethylene because of shipping vibration, heat, or drying out. If a rose is infected with botrytis, it will start to produce ethylene as a result. Likewise, botrytis can take advantage of a flower that is weakened by ethylene exposure from any source.”

Among the subtlest of symptoms, a rose that is affected by ethylene may simply fail to open. “If sensitive roses are exposed to ethylene, it won’t matter what we do in the shop,” Terril concludes. “The only thing a florist can do is demand that the roses they buy have been pretreated.”

Floral Delivery Tray or Floral Carrier!

How open should a rose be when it arrives in the shop?

Now more than ever, it depends very much on the variety, says Terril. “Thirty years ago, we could say, ‘Here’s the right cut point.’ Now, we have so many varieties, and they are all different. If you take fragrant roses, like the varieties

One carrier holds an average of 20 to 30 arrangements.

• Light-weight, high-impact plastic. Size 48” x 48”. 33 lbs. Pins included.

• Carrier is adjustable to any size (removing or adding blocks as needed).

• Large, flat surface, available by moving pins to storage at sides.

• No special places; load in the order you wish to deliver.

• No tip-overs or broken ends---saves load and unload time.

SEMINOLE

from Alexandra Farms, those need to be cut a lot more open—but there is no

3710 Sipes Ave, Sanford, FL 32773

1-800-638-3378 • Fax 407-322-6668

loss of vase life. It’s just the nature of that rose variety.”

A reminder that, as you take time for Valentine’s Day planning, purchas-

outside U.S.A. 407-321-4310

PATENTED

ing, and processing, you should also take time to smell the roses.

Is your shop man-friendly? Florists know that Valentine’s Day is one time of year when the buyers are mainly men. But in fact—contrary to a commonly held perception—men are slightly more likely than women to be floral purchasers, on average, not just at Valentine’s Day but year-round.

This according to the Floral Purchase Tracking Study 2016, newly released (in October) by the Floral Marketing Research Fund and conducted in partnership with the Society of American Florists and the American Floral Endowment. The study also revealed that men are responsible for nearly three-quarters (74%) of all rose purchases. Roses (considered as a category by themselves) account for 30% of all floral purchases.

What all of that means is that Valentine’s Day is the perfect opportunity to impress and welcome a demographic that wants and needs to buy flowers year-round, but that may need extra help to feel confident about their purchases. Clear signage and plenty of friendly advice from well-informed sales help are a must.

Here are some other results of the Floral Purchase Tracking Study that you may find surprising: • If you thought young people are less likely to buy flowers, you would be wrong. In fact, floral purchasers tend to be younger than the overall population. Of those who bought one or more floral products, 41% were in the age bracket 18-34.

• Although it is often said that flower buying habits in North America

30 Day Mfg. Satisfaction Guarantee!

www.seminoleds.com

are heavily seasonal and holiday-focused, the study suggests that floral purchases are relatively consistent across the year—despite bumps in May (thanks to Mother’s Day) and February (for Valentine’s Day).

• Likewise, floral purchasers find reasons to buy yearround, not just at holiday times. About three-quarters of floral products (74%) are bought with a particular occasion or reason in mind. The reasons, however, include year-round, everyday reasons like birthdays (11%), anniversaries (10%), decorating the home (8%), and thank you (5%). And none of these occasions individually exceeds the purchase reason “just because” (26%). April ties with January in having the highest percentage (31%) of purchases made “just because.”

It all adds up to this: If you look at Valentine’s Day as a once-ayear sales opportunity, you’re missing the boat. Treat those Valentine customers right; capture their contact info and reach out to them after the holiday. If you do, they’ll be back!

The Floral Purchase Tracking Study 2016 is loaded with more results that can help guide your marketing. Based on a large sample size (more than 43,000 interviews), it gives an accurate and detailed picture of U.S. flower-buying behavior. The full study is available for purchase to the industry for $159, with a discount to AFE and SAF members ($99), from the Floral Marketing Research Fund website (other reports on the site can be downloaded for free): www.floralmarketingresearchfund.org.

Romance is a year-round marketing opportunity.

DECEMBER 2017 19

120january 2012 www.flowersandmagazine.com

Flower kisses—delivered with passion and imagination.

You’re the One ALL TOGETHER NOW Imagine coming home on Valentine’s Day and finding that your beloved has created a design like the one at left on the dining room, kitchen or coffee table by arranging little flower-filled pots in a heart shape. You’d think he (or she) was pretty clever, right? Later the pots

can be distributed all throughout the home, for reminders of love everywhere you go. Jenny gave each of these bouquets a ribbon frill on one side. The result is that the assembled design has a look reminiscent of an old-fashioned Valentine card or chocolate box. For more on how to make the ribbon frills, see page 32.

For product information,

t

Floral design by Jenny Thomasson AIFD, PFCI, EMC Photography by Ron Derhacopian see Where to Buy, page 64.

DECEMBER 2017 21

3 2012 22january www.flowersandmagazine.com

the

One

ALL THE WAY UP Adding an artistic touch to a longlasting gift of phalaenopsis orchids, Jenny started by creating a vertical stem with bundled 18-gauge florist wire. She wrapped more pieces of florist wire around it, starting from the bottom, overlapping and bending the tips out horizontally so they bristle all the way up and down.

Then she sprayed the whole wire stem purple, planted it in the pot with the two orchids, and tipped the outward-bending wires with ivory hypericum berries.

As a final accent, she added 10 stems of steel grass, bound at the top and hanging down, for a slender green cascade.

FRAMED A frame does so much for a picture—even more so when the picture “breaks” the frame, as the red wire hearts and green lily grass do here. This black frame from Modern Collections comes with a rectangular glass vase as an insert. Jenny placed smooth black stones on the bottom of the vase—real ones!—then added floating, plastic black stones that rise to the top. The stones, top and bottom, make a frame inside the frame, isolating the parallel stems of the Freedom roses and red carnations. By including carnations in a darker red, she added a harmonic color link between the red flowers and the black frame and stones. The red wire hearts make a separate display component; for how-to steps, see page 32.

DECEMBER 2017 23

STAND UP, STAND OUT To make this energetic and attention-getting design, Jenny made mini bundles of steel grass (about six blades each) and bound them near the tips: first with yarn to match the color of the vase, then with gold jeweler’s wire.

She snipped the root ends of each bundle to an even length and inserted them as a unit into foam. In between and around the bundles, she made further insertions of solidago, snapdragons, scabiosa, craspedia, and sword fern. For the final touch, she added lightweight, glittered gold hearts, which she made herself, using a heart-shaped cutter on glittered gold card stock—both purchased from a craft store. The hearts are simply glued directly to stems in the arrangement.

24

One

the

X’s AND O’s Hugs and kisses never telegraphed better! The O’s are round budvases with individual openings for flower stems along the top. To make the X’s, Jenny fixed equisetum crosses to the budvases with UGlu Strips. If your equisetum is less than sturdy and crisp, you may find it useful to insert a length of florist wire into each stem.

Spray roses, carnations and hypericum in blushing tints do the rest.

OVERFLOWING Massed White Dove roses peer out from within a luxurious bed of phalaenopsis orchids—realistic permanent botanicals that create an elegant look at an affordable price.

Jenny filled the belly of the Adair Vase

with clear glass pebbles, then inserted the orchid stems leaning to each side; additional orchid stems wrap around the neck of the vase to fill out the look in the front. The orchid stems create a grid that supports the placement of the roses. By reflexing some of the rose petals, Jenny gave them a look that harmonizes with the orchid blooms.

DECEMBER 2017 25

One

the

REDS RULE Here’s a “bud vase” that’s so much more—an impressive desk accessory for the recipient who works in an office.

A mix of long-stem red roses in different shades— Freedom, Black Baccara, and Cherry Oh—plus red carnations are bundled with Copper Penny curly willow and banded at the top with wired wool.

Jenny further wrapped the wired wool with gold bullion. Deco Pebbles poured into the bottom of each bud vase bring the red color down to the base.

726january 2012 www.flowersandmagazine.com

DECEMBER 2017 27

www.flowersandmagazine.com 928january 2012

the

One

MAKE A SPLASH! A bright and lively design like the one at left will certainly impress, whether as a Valentine gift or as a window display. The trick to creating it, Jenny says, is have confidence and not second-guess your insertions, or you will have too many holes in the foam. Work from the inside out, beginning with the short-stemmed flowers, adding the tulips and lily grass last. Key to the effect is the bright color scheme (punched up with foxtail in Puckett Pink), the depth and line movement created with stems that extend far out from a dense central cluster of flowers, and the two tiers made possible with the Harlow Stand.

10 january 2012

A GREEN CAVE Above, satiny tulips and fluffy carnations peep and pour from within a sheltering structure created using a two-part armature. The two parts, upper and lower, are created out of wire (see page 32) and later joined together at the edges. With the armature in place, Jenny tore aspidistra leaves into long strips, making the tears along the natural fibers of the leaf. Then she wove the strips onto her armatures, securing them with glue. Finally, she inserted her flowers through the bottom leaf-covered armature.

ALL AFLUTTER Below, butterflies hover over a sphere filled with spray roses in different shades of pink. The glossy black base helps to define this design as a mini landscape with a story to tell. Jenny first banded one

end of the base with ribbon, securing the ribbon with pan glue underneath the base. She soaked a six-inch foam sphere and nestled it on top of a clear glass votive cup, which makes a kind of riser, lifting the sphere just enough to clear the glossy black base and giving it a stable, flat foot. She filled the sphere with the spray roses, then inserted about a dozen blades of steel grass at the back. She bent the steel grass over and slipped the tips of the blades under the band of ribbon. There is enough give in the ribbon that once the steel grass was in place, she was able to lift the ribbon up and slip a UGlu strip underneath it, then press down to secure both the ribbon and the grassy tips. As a final touch, she added the butterflies to the loops of steel grass.

DECEMBER 2017 29

11 2012 30 january www.flowersandmagazine.com

SIGNED, SEALED, DELIVERED “Every Valentine’s Day we try to create half a dozen designs that are Stems exclusives, and market them as such,” says Jenny (Stems is the name of her shop). “Last year this was our highestselling arrangement.” The Esperance rose is a signature flower for Stems.

The crystal pedestal vase offers high value and an elegant look, but makes

One

the

the design top-heavy, which requires extra planning for delivery. At Stems, they save the box the container comes in, cut it down, and place the container box within the box they normally use for delivery, for added stability.

YOU LIFT ME UP A sturdy and reusable, custom-made wire stand supports, frames and elevates the

flower-filled heart above (see page 32 for a closer look and how-to steps).

Fundamentally flat, the finished design has plenty of visual depth. Jenny enhanced that effect by using two floralfoam heart shapes on top of the stand: a caged foam heart, with a smaller heart placed on top, at an angle, bordered with red carnations to give it further definition.

DECEMBER 2017 31

How-to tips for

Flower Kisses

ALL TOGETHER NOW, page 20 To make pleated ribbon frills like these, start by cutting pieces of wired ribbon all to the same desired length. Here, wide chardonnay and narrower purple ribbon were used. You create the pleats by pulling at the wire on both ends of each piece. Using a wide ribbon, you can pull at the wire on both sides, then fold the ribbon in half lengthwise. Using narrow ribbon that you want to see at its full width, pull the wire from both ends, but on just one side. Twist all the pulled wires together to hold everything in place and add wired picks to either end of the resulting pleated ribbon frills.

The wired picks will hold the collars securely in place in the foam.

FRAMED, page 23 To prepare wire hearts like these on upright stems, take red metallic wire (jeweler’s wire) and put kinks in it by wrapping it around a wooden pick. Remove it from the pick and wrap it around a heart shape cut out of cardboard. Pull the cardboard out and mold the shape further, so it’s hollow in the middle and rounded at the edges. Next, begin with the stems: tape three pieces of thick florist wire together, starting about two inches from the top. Then, pull the tops of the three wires slightly away from the taped bundles to make a three-pronged fork that will hold the heart. Fill square plastic liners with plaster of Paris. When the plaster has almost set, insert a taped stem.

Remove the liners and spray the plaster base and the stem both with matte black paint. When the paint is dry, mold the red wire hearts on top of the prongs at the top of the stems.

YOU LIFT ME UP, page 31 To make a heart-shaped, low wire stand like the one in Jenny’s design, take 31 pieces of heavy-gauge florist wire. Wrap the wires together with Bind Wire in a middle section to make the stem. At the base, divide the 15 wires into sets of three, and wrap each set of three together with Bind Wire to make five feet for the stand. At the top of the stem, fan out the wires horizontally and form them into a heart shape, using Bind Wire to connect the ends of the overlapping, individual wires. You can then spray the Bind Wire any color you like.

A GREEN CAVE, page 29 To make the sheltering leafy armature, start with the base, which is connected to the neck of the Rosie Posie vase.

Take six pieces of heavy-gauge florist wire and wrap each wire tightly around the neck of the vase. Twist the two halves together on the other side, until you have six forked arms radiating outward. Divide the two halves of the fork and twist each around the adjacent half of the next wire over. Continue twisting and dividing, but extend four of the wires, opposite each other, out to make a long leaf shape, while the other wires fill the centers of the two halves of the leaf. The top half of the armature is made in a similar fashion, except that you start by folding each of the six wires in half and bundling them together in your fist to make a handle. When the top half is complete, clip off the handle.

32 www.flowersandmagazine.com

* Meet the Designers Jenny Thomasson AIFD, PFCI, EMC For most florists, the opportunity to create something edgy or avant-garde comes along rather rarely. For Jenny Thomasson, it’s something she challenges herself to do almost every day. “I see floral design as an art form, and I love pushing the boundaries,” she says.

And because she has cultivated that market, she gets to do it more than most. Her shop—Stems in Florissant, Missouri—gets referrals based on her reputation for daring and imaginative design. It helps that Jenny keeps herself on her toes with study and experimentation: “I normally have projects I’m working on that are not for the shop or customers, but just for myself—figuring out different mechanics and then sharing that or keeping at it until I hone them to where I want them to be.”

A book lover, Jenny takes inspiration from inside the industry—from Flowers& Magazine, for example!—but also from books about art and architecture or color theory.

“Sometimes going back to the

fundamentals is what you need to make something that feels new,” she says.

It’s not surprising that Jenny got her start in design while she was a college student studying graphic design. “I needed a part-time job, a local flower shop was hiring, and the owner saw I had a knack for it,” she tells. In 2004, she opened Stems—a full-service flower shop with an emphasis on weddings and special events. She makes a point of staying up on trends with social media and posts frequently as well—but she doesn’t spend more than a few minutes on it

every day. “Once the day gets going I’m way too busy!” she says.

Today Jenny is a member of Teleflora’s Education Specialist team, but she still thinks of herself as a student. “The book I’m reading right now talks about how art can ‘arrest’ people,” she says. “I love that phrase! Floral art that can hold you captive, where everything

stops, and you see differently— that’s my goal!”

Jody McLeod AIFD, NCCPF Like Jenny, Jody got his start in the flower business thanks to a job he held as a college student—at the shop he later came to own, Annie V’s in Clayton, North Carolina. “I was hired as a delivery driver,” he remembers. “I swept the floor, washed buckets, processed flowers, and set up for weddings and funerals. But I was also able to watch the designers work and create. One day we were unpacking silk flowers that had just arrived, and one of the ladies who worked there said, ‘Why don’t you pull out some things and make some designs for the show floor?’ The next day, three of them sold.”

From there Jody won scholarships from Teleflora and from the North Carolina State Florists Association to study not only design but also retail business, earning the accreditation NCCPF (North Carolina Certified Professional Florist). He has owned Annie V’s since 1990; today it specializes in weddings and special events.

Two years ago, he joined the design team at Syndicate Sales. “That’s been a great opportunity to travel and see how florists around the country do things differently,” he says. “It’s

wonderful to be able to share knowledge about trends, design styles, and all the things that help florists succeed.”

Those who know Jody also know him as the mayor of Clayton, a position he has held for 13 years. What made him seek political office? “It was time to redefine the role of mayor to include the economic development of Clayton,” he says.

Just recently, the town won an investment of $1.8 billion from pharmaceutical company Novo Nordisk. “That’s how happy they are with our local government,” Jody says proudly.

How does he handle his duties as mayor and run a successful retail business at the same time? “The answer is, you have really great staff in both places,” Jody answers: “at the shop and in the town hall— plus, terrific support from my friends and family. It’s all about how everybody works together.

Just like in the floral industry— when we share our knowledge freely and help each other out, we all thrive together.”

DECEMBER 2017 33

134january 2012 www.flowersandmagazine.com

Something forEveryone

Floral hugs — FOR Valentine’s Day and every day.

Floral design by Jody McLeod AIFD, Annie V’s Florist, Clayton, North Carolina Photography by Ron Derhacopian

NOSE APPEAL Anyone who loves fragrance will be thrilled with this aromatic bouquet that includes scented stock and Princess Miyuki garden-style roses. White bouvardia, dusty miller, seeded eucalyptus, and the Optic Trumpet Vase in the Cottage Lane Ombré Assortment make the perfect complements.

For product information,

t

see Where to Buy, page 64.

DECEMBER 2017 35

Something forEveryone

CUPID’S ARROW Red tulips and anemones, with their curvaceous stems, make a beautiful complement to the Rosie Posie Vase in the Cupid’s Arrow Assortment, with its dangling hearts. Sprigs of white astilbe provide just the right contrast in color and texture.

3 january 2012 36 www.flowersandmagazine.com

WAVES AND RUFFLES Tess David Austin roses match the ruffled texture of the bas-relief heart on the Swirling Heart stoneware cube. To give them a finishing touch, Jody framed the roses with the wavy outline of Xanadu philodendron leaves.

DECEMBER 2017 37

LOVE YOU BUNCHES “In our shop, we’ve had success with $5 bunches,” Jody reports. The customer can choose from a variety of petite bunches, each only $5, and put them together to create his or her own arrangement. It feels like a bargain, and it is—the labor is low, and the materials can take advantage of whatever is most abundant on the market. Plus, the customer gets to participate in the creative process.

“Guys will buy them for a wife or girlfriend and either keep the bunches together in a vase or distribute them around the house,” says Jody.

“When they are combined in a cube, it ends up as a look they don’t get anywhere else.”

538january 2012

Something forEveryone

DECEMBER 2017 39

A BUD FOR YOU “Bud vases are definitely a big seller at Valentine’s Day,” says Jody.

“These are not your average bud vases. They stand out, but they’re not labor-intensive to design. It doesn’t necessarily take a lot of product to make people happy.” The bud vases are also perfect for delivery to an office where the recipient might not have much space on a desk. They have a small footprint but high impact.

In two cases, Jody created a burst of green at the neck of the vase (adding enough stems to stabilize other insertions) with green stems of bouvardia— laterals that he had snipped from the lower part of stems used in other designs.

740january 2012 www.flowersandmagazine.com

Something forEveryone

DECEMBER 2017 41

GARDEN PATCH Taking inspiration from the garden flowers on the glass cube at left, Jody placed line flowers in different colors (snapdragons, larkspur) on either side of the cube with space between them in the center—much as we would find them in an actual English garden.

Lisianthus and bouvardia lend color and visual weight to the base.

UPLIFTING Mounded hydrangea, bouvardia, and Miranda David Austin roses get a lift here from folded aspidistra leaves, which Jody placed first in the vase to create a collar and a grid that helps to support further stem placements.

He cut the aspidistra stems at a sharp angle, folded them over and pierced the top of each leaf with the stem before placing the leaves in the vase. Seeded eucalyptus provides texture and drape, while the collar of aspidistra ensures that the gleam of the gold Prism Vase can still be appreciated.

942january 2012 www.flowersandmagazine.com

Something forEveryone

DECEMBER 2017 43

Something

forEveryone

THE HEART REMEMBERS

caged Aquafoam open-heart

brunia for contrast in color and

foliage stems (tree fern and

“I have customers who want

form, first covering the outside

texture. Succulents, still in their

maidenhair fern) into the vase.

something every Valentine’s Day

with split aspidistra leaves. By

pots, occupy the inside of the

Then he bundled each group

to lay on the graves of people

dividing the aspidistra leaves in

open heart, resting on the lower

of like stems—larkspur, stock,

they loved who have passed

half, he obtained strips of the

inner rim of the form, while an

tulips, lisianthus, carnations—

away,” Jody says. The flowers

appropriate width and also was

airplant nestles among them.

in his hand and inserted it as a

typically are not displayed on

able to remove the spine so

an easel, but simply laid on

they would be more flexible. He

WE BELONG TOGETHER On the

feeling they are all growing from

the grave. This heart would

then pierced the leaves with his

opposite page, using a simple

the same point,” he says. The

be among the more elaborate

knife to insert white and Garnet

but effective design technique,

mounded bundle of carnations

options he might offer them.

Gem spray roses into the foam.

Jody clustered stems by flower

and the lefthand spray of lily

To make it, he began with a

From there he added sprigs of

type for impact. First he laced

grass were added last.

44 www.flowersandmagazine.com

bundle. “That’s how you get the

DECEMBER 2017 45

PURE AND SIMPLE Curly willow that has been allowed to leaf out provides a graceful, natural mechanic to support phalaenopsis orchid sprays, planted in floral foam. Jody covered the foam cleanly and simply with Green Trick dianthus.

SNAP, CRACKLE, POP An upright backdrop made with aspidistra leaves adds volume and value to the design at right, so that the white snapdragon in front of it is outlined against the green. Jody cut the stems of two aspidistra leaves at a sharp angle, folded them in half, and inserted the stem through the top of the leaf. The white and red flowers echo the colors in the cube; the aspidistra leaves and Green Trick dianthus round out the color harmony.

13 2012 46 january www.flowersandmagazine.com

Something forEveryone

DECEMBER 2017 47

Something forEveryone

ALL IN A ROW PavĂŠ technique brings out the texture of Tess David Austin roses and will also help them to last longer, while snapdragons, astilbe, and sword fern (stripped of its lower leaves) lend height to this design, and a single swirling airplant provides a low-key center of gravity.

At the front of the design, Jody has created clean lines with pleasing contrast of adjacent textures: a smooth aspidistra leaf covers the foam at the edge, next to fuzzy Green Trick, next to the velvety Tess roses. White bouvardia and pittosporum make neat rows at the back.

15 2012 48 january www.flowersandmagazine.com

IN THE PINK Full heads of dark pink hydrangea are well matched with Kate roses (a David Austin variety). Jody placed the collar of dusty miller stems around the rim of the Bella Vase, then added the hydrangea, standard roses and Moonstone Gem spray roses. The sturdy rose and hydrangea stems support the softer tulip stems and the tall lisianthus standing upright at the center of the bouquet, transitioning from mass to line.

DECEMBER 2017 49

“WHAT’S HER FAVORITE COLOR?” By having on display an assortment of monochromatic bouquets in a similar style, but in different hues, you give customers a satisfying opportunity for choice. The shape of the Lula Vase nicely accommodates a lacing technique, with foliage stems added first around the sides, forming a grid to support flower stems added from the outside in.

For the purple bouquet, Jody added lily grass loops as a finishing touch.

In the white, campanula and Romeo garden roses, plus spray roses, create a look of value and elegance.

17 2012 50 january www.flowersandmagazine.com

Something forEveryone

DECEMBER 2017 51

Something forEveryone

PINK PERFECTION This hand-tied bouquet gets its sweet, compact appearance from the technique Jody used to make it, inserting flower stems through a head of dark pink hydrangea and wrapping the stem bundle below when he was finished. Astilbe and bouvardia provide textural contrast; three kinds of David Austin garden roses offer variations on a theme: Keira, pink with a creamy center, pure pink Miranda, and dark pink Kate. In a design like this one, garden roses will have lasting power. “I like the depth and dimension they give a design,” says Jody.

“And at Valentine’s Day, you have to do something to get the wow factor and make your designs stand out.”

50 2012 52 january www.flowersandmagazine.com

Selling the Flower Experience

What better time than Valentine’s Day to cash in on the trend?

A terrarium-making class is one way to bring customers into the shop who want an experience with flowers and plants and not just a product. At Blumz

by JRDesigns in Ferndale and Detroit, Michigan, classes like this one are offered year-round—but with a special twist for Valentine’s Day, including wine and chocolates.

H

ave you heard? Consumers

signs in Detroit and in Ferndale, Michigan,

price of a class as an item in the shopping cart

today—especially among the

sent prior to last Valentine’s Day. The pitch was

on the Blumz website. “By charging it to their

younger set—are less and less

for a hands-on class where participants make,

credit card, we don’t have as many challenges

motivated by the idea of adding

and take home, a terrarium, made with either

with collecting money at the door—plus, they’re

tropical plants or succulents.

committed to being there,” Robbin says.

to their pile of possessions, more and more interested in acquiring new experiences. Life

And in fact, florists Jerome Raska and Rob-

Blumz has also offered the classes to cor-

is not about owning things, but about making

bin Yelverton offer these classes year-round.

porate clients as a team-building exercise for

memories, goes the thinking. Home buyers, for

The classes typically include complimentary

groups of employees. For an extra fee, they

example, might pay more for a house that’s

wine to help participants loosen up and make

can bring the class to the corporate site. But

relatively small, but close to the head of a hik-

it a fun social occasion. The Valentine’s Day

normally, one of the prerequisites for this type

ing trail. Couples engaged to be married set up

email added chocolates into the mix, but also

of promotion is having space in your store that

a registry, not for fancy china or kitchenware,

made clear that “All variations of couples are

can accommodate the class. You could con-

but for a honeymoon in Scandinavia or New

welcome—you can even couple up with a

duct the classes elsewhere, but of course, it’s

Zealand.

friend if you would like.”

ideal to get customers and potential customers into your shop.

Flowers, of course, fit right into that trend.

“Terrariums are big with people from their

A flower bouquet isn’t so much something you

mid 20s to late 30s,” says Robbin. The classes

In fact, while classes and demonstrations

own as something you experience. And flower

are also promoted with in-store signage. For

can be profitable in themselves, they’re even

marketers can certainly play that up in the mes-

Valentine’s Day, the signs read, “Buy a gift cer-

more valuable as a way of letting customers

sages they send about the benefits of giving,

tificate for the class and present it along with

get to know and trust you, cultivating a rela-

receiving, and enjoying flowers.

a card or flowers on the day itself; then come

tionship. And that’s especially important to fu-

back into the store for the class,” Robbin ex-

ture sales when customers are looking to buy,

plains.

not just a product, but something they’ll ex-

Some have taken it a step further. “Share an Experience this Valentine’s Day” read the subject line of an email from Blumz by JRDe-

With classes year-round, Blumz has the

perience, share and remember—like flowers.

DECEMBER 2017 53

Love, Honor, Respect

Growth continues for Women’s Day, March 8, as a flower-giving holiday in the U.S. Should you promote Women’s Day from your shop as an occasion for buying and giving flowers?

(the Association of Colombian Flower Exporters) and CalFlowers (the California Association of Flower Growers and Shippers). These two associations have joined together to support Women’s Day as the next big flower-buying holiday.

GATHERING SPEED Launched in the USA as Inter-

For Brad Denham, the question is, why

national Women’s Day over a hundred years ago,

would you not? “It’s so easy,” says Brad, who

Women’s Day has long been widely celebrated

reports success with Women’s Day promotions at

(including with flowers!) in Europe as in Russia

his own shop, Arizona Florist in Phoenix. “Yes, it

and other countries around the world. In 2009,

comes three weeks after Valentine’s Day—which

California grower Lane DeVries of Sun Valley

means that Valentine’s Day is the perfect time to

Floral Farms began to lobby for Women’s Day as

build awareness with customers and tee up the

an opportunity for encouraging more flower sales.

next sales opportunity by offering incentives for

The Society of American Florists hopped on board

future purchase.”

in 2012.

Further, top-quality promotional materials

54 www.flowersandmagazine.com

Three years ago, CalFlowers and Asocolflores

(graphics for postcards, banners, and social me-

made a joint commitment to the holiday. “Key to

dia posting) have been developed and are made

the success of this project, however, has been that

available to florists as a free digital download on

first and foremost, it’s not about flowers,” says

the website www.womensdayholiday.com. The

CalFlowers CEO Michael LoBue. “The messaging

website is a project cosponsored by Asocolflores

is all about women.” What people respond to is

the opportunity to show love, honor, and respect for the important women in their lives. “Personally I think that’s the real strength of this promotion,” says Michael—“the secret sauce.”

In 2015, just 37 florists in two states participated in the first, pilot promotion created by CalFlowers and Asocolflores, with support from SAF. In 2016, the number had grown to 137 florists in 27 states. In 2017, it was 306 florists across 37 states.

While these numbers may still seem relatively small, the campaign’s reach to consumers has exploded. For the first time in 2017, visitors to the website—which offers links for florists but is primarily consumer-facing—were invited to share stories about the important women in their lives.

Those who did so were given a chance to win free flowers for those women.

“Hundreds of these real and powerful stories were generated and shared on the site,” Brad tells. The website’s associated Facebook page has reached over 4 million people for a total of over 8 billion impressions and over 35,000 “engagements” (likes, comments, and shares). “A single post could generate a thousand to two thousand likes,” says Brad. “And those numbers don’t include the reach from local florists” who post about Women’s Day on their own Facebook pages.

• see a larger increase in sales year to year (by a small but significant percentage), and • are more likely to express optimism about the future of the floral industry.

With social media and professional help in getting the message out, promoting Women’s Day can be

THOSE WHO DO It turns out that a surprising

done with little or no money—just a little of your

number of retail florists don’t engage in promotion

time.

of any holidays—as Brad and others involved

There are many reasons to buy flowers—but

in the Women’s Day campaign found when they

only one holiday that’s quite like Women’s Day,

conducted a survey of 1,350 randomly selected

when the primary goal is simply to encourage

florists. The survey pointed up some interesting

people, male and female, to celebrate the women

differences between florists who believe in holiday

in their lives, regardless of romantic or family ties,

promotions and those who don’t. Those who do:

just because they deserve it. That’s a good reason

• have been in business longer,

to promote the holiday, all by itself. b

A variety of graphics for postcards, banners, and social media posting are available for free download by retail florists at www.womensdayholiday.com, a website created to support the growing holiday by flower growers from California and Colombia.

DECEMBER 2017 55

Root, Branch & Flower

Classic floral art from Korea.

Suppose you want to create floral designs of ar-

a well-respected historian, educator, and floral

resting beauty—designs that suggest mindful-

artist, in the history section of her new book,

ness, meditation, and an intimate relationship

Korean Floral Art: Hong Sungduck Floral Art-

with nature. Maybe you also would like these

works. But as its subtitle suggests, Dr. Hong’s

designs to be long-lasting and relatively inex-

book is primarily a portfolio of original designs

pensive, drawing eloquence from the meaningful

that exemplify and explore the tradition of kokoji.

space left between leafy, woody branches and

In keeping with the spirit of that tradition, the

just a few colorful flowers. Where do you look

design sections are organized by season, in

for inspiration?

tune with the natural rhythms of the year. These

You might think first of Japanese ikebana,

are works of floral art that could last a week, per-

which is widely known and admired in the West.

haps with minimal refreshing, in a flower shop

You might be less familiar with the distinct tradi-

as an intriguing display, in a customer’s home,

tion of Korean floral art (kokoji). Both traditions,

or in a restaurant or hotel lobby. Exquisite, un-

however, have their roots in Buddhist ritual. And

usual, valuable vases and bowls are an intrinsic

since Buddhism first entered Japan from Korea,

part of each design, subtly conveying elegance

there is a good argument to be made that ike-

and value.

bana, likewise, derives originally from kokoji.

This argument is made by Hong Sungduck,

On these pages, a small sampling of Dr. Hong’s extraordinary floral art.

RIGHT: Bamboo leaves and the woody stems of yellow plum flowers cut graceful arcs, rising from the broad main floor of a quiet mountain temple and evoking “the time of being free from all thoughts.”

Photos in this feature story are republished with permission from Korean Floral Art: Hong Sungduck Floral Artworks, published in 2017

by Publishing Company Kokoji. For information about how to purchase this book, please contact Miyeun Park at miyeun5@yahoo.com.

56 www.flowersandmagazine.com

July 2017 may 2010 19 91 DECEMBER 2017 57

Root, Branch & Flower

BELOW LEFT: Techniques of framing and asymmetrical balance are familiar to sophisticated floral artists the world over. They find a distinctive cultural expression, however, in this composition with clematis flowers and looped, circular vines of Akebia quinata (five-leaf chocolate vine).

58 www.flowersandmagazine.com

RIGHT: Azaleas are a beloved feature of the Korean landscape, which is also evoked here with a section from the trunk of a Japanese apricot tree, moss, stones, and a bit of wild shepherd’s purse.

BELOW RIGHT: “The bent pine tree and red camellia flower are like old monk and young monk in the deep mountain,” writes Dr. Hong of this design—two classic landscape materials, so different from each other and yet positioned in a way that links them as companions.

may 2010 92

ABOVE: The extraordinary weight, line and texture of a broken-off segment from a mountain pine create the effect of a separate, small universe, with a precious white spray of moth orchids glowing at its heart.

LEFT: With the simplest and sparest of materials—b l o o m s , h i p s , a n d branches from a wild rosebush—Dr. Hong has created an expressive and evocative form, superimposing an oval and a triangle on a strong vertical line.

DECEMBER 2017 59

Root, Branch & Flower

ABOVE: The technique for producing celadon wares (in pale greenblue), often with delicate inlaid engraving, became highly developed in Korea during the 10th and 11th centuries. The lovely shape of this vase provides a

60 www.flowersandmagazine.com

counterpoint for branches of flowering quince.

RIGHT: Part of the charm of traditional Korean floral art is its reliance on foraged materials (a look that is newly trendy in the West!). Here, wild pampas grass leaves, tendrils of Boston ivy with leaves turned red, fruits of black nightshade, and flowers of white Canadian horseweed and yellow chamomile combine to evoke an autumnal mood.

industry events For the most recent additions to Teleflora Unit Programs, go to www.MyTeleflora.com and click on Design Education to access the Floral Event Calendar in the Unit Program section.

National and International December 4-22, 2017 and January 2-17, 2018, Atlanta, GA

2018 Fall Christmas Market, Floramart. Retailers, contact your local wholesaler for information about the Floramart sponsorship program. Wholesalers, call 800241-3733 or for a reservation request form visit https://goo.gl/Xf6EfC.

January 17-19, 2018, Fort Lauderdale, FL

Tropical Plant Industry Exhibition (TPIE), Broward County Convention Center. Call the Florida Nursery, Growers and Landscape Association at 800375-3642 or visit www.fngla.org.

January 26-29, 2018, Frankfurt, Germany

Christmasworld and Floradecora, Messe Frankfurt. Visit www.floradecora.de.

January 30-February 1, 2018, New Orleans, LA

The Special Event Conference and Exhibits, Ernest N. Morial Convention Center. Visit www.thespecialeventshow.com.

March 12-13, 2018, Washington, DC Congressional Action Days 2018.

Conference hotel: Ritz-Carlton Pentagon City, Arlington, VA. Call the Society of American Florists at 800-336-4743 or visit www.safnow.org.

March 20-22, 2018, Chicago, IL World Floral Expo, Rosemont Convention Center. Visit www.worldfloralexpo.com.

June 25-27, 2018, Chicago, IL

International Floriculture Expo, McCormick Place. Visit www.floriexpo.com.

June 30-July 5, 2018, Washington, DC National AIFD Symposium 2018, Washington Marriott Wardman Park. Call the American Institute of Floral Designers at 443-9663850 or visit www.aifd.org.

September 12-15, 2018, Palm Springs, CA

Annual SAF Convention, Westin Mission Hills Resort. Call the Society of American Florists at 800-336-4743 or visit www.safnow.org.

September 19-21, 2018, Quito, Ecuador

Expo FlorEcuador. Visit www.florecuador.com.

October 3-5, 2018, Quito, Ecuador Agriflor 2018. Visit www.hppexhibitions.com.

November 7-9, 2018, Vijfhuizen, The Netherlands International Floriculture & Horticulture Trade Fair (IFTF). Visit www.hppexhibitions.com.

March 11-12, 2019, Washington, DC Congressional Action Days 2019.

Conference hotel: Ritz-Carlton Pentagon City, Arlington, VA. Call the Society of American Florists at 800-336-4743 or visit www.safnow.org.

July 6-11, 2019, Las Vegas, NV

National AIFD Symposium 2019, Paris Las Vegas Hotel and Casino. Call the American Institute of Floral Designers at 443-9663850 or visit www.aifd.org.

Central Region March 2-4, 2018, Grand Rapids, MI Great Lakes Floral Expo, Amway Grand Plaza Hotel and DeVos Place Convention Center. Visit www.greatlakesfloralexpo.com.

March 16-18, 2018, Decatur, IL

Illinois State Florists’ Association Convention. Visit www.isfaflorists. com.

March 20-22, 2018, Chicago, IL

World Floral Expo, Rosemont Convention Center. Visit www.worldfloralexpo.com.

South Central Region January 24, 2018, LONGVIEW, TX

Texas Floral Showcase, Hilton Garden Inn Longview. Visit www.tsfa.org.

APRIL 11, 2018, FORT WORTH, TX

Texas Floral Showcase, City Club Fort Worth. Visit www.tsfa.org.

July 14, 2018, Houston, TX Texas Floral Forum. Visit www.tsfa.org.

OCTOBER 3, 2018, LUBBOCK, TX Texas Floral Showcase, McKenzie-Merket Alumni Center.

Visit www.tsfa.org.

Western Region January 15-17, 2018, Santa Barbara, CA

Florabundance Inspirational Design Days, Klentner Ranch.

Visit www.florabundance.com.

Welcome to our Library.

Flowers& Subscribers!

Did you know you can read past and current issues online?

Find out how!

Go to the digital library link at www.flowersandmagazine.com

december 2017 61

Flowers&

20 1 7 index Design Contest The Theme (“Weekly Wow”).....................Jan, p. 21 (and Feb, p. 15 and Mar, p. 15) The Ten Finalists.................... Aug, p. 13 The Winners.......................... Nov, p. 13

Design Tech Sequencing & Gluing...............Jan, p. 30 Collaring & Mirroring............... Feb, p. 12 Massaging............................ Mar, p. 12 Abstracting & Zoning............... Apr, p. 10 Detaching & Piercing.............. May, p. 10 Framing & Shadowing........... June, p. 14 Basing & Tailoring.................. July, p. 10 Sewing & Stacking................. Aug, p. 10 Veiling & Binding................... Sept, p. 10 Layering & Pillowing............... Oct, p. 10 Banding................................ Nov, p. 10 Sheltering & “Lacing”...............Dec, p. 10

Floral Design Features The Artistic Bouquet: Designs emerging from the European Master Certification program.................................Jan, p. 14 Trends 2017: Palettes, themes, products and design ideas (designer: Rich Salvaggio AIFD, AAF, PFCI).......Jan, p. 30 Spirited Tributes: Sympathy designs with powerful impact (designer: Alex Jackson AIFD, AAF PFCI)...................... Feb, p. 26

62 www.flowersandmagazine.com

Spring Forward: A playful take on the flowers & symbols of springtime (designer: Baudouin Roelants)............................... Feb, p. 42

Sketching Wonderland: Themes, palettes, and techniques for salesinspiring seasonal displays (designer: Bert Ford AIFD)...................... July, p. 28

Wild & Wonderful: Wedding bouquets & décor from a seminar with Gregor Lersch (designer: Gregor Lersch)........ Feb, p. 50

Summer Fun: Designs for every kind of summertime activity and occasion (designer: Julie Poeltler AIFD, PFCI, IMF, CAFA)................................... July, p. 52

The Creative Touch: Sweet and salable Mother’s Day designs (designer: Helen Miller AIFD, CF, CAFA)............. Mar, p. 24 All Together Now: Floral-fashion coordinates for the ultimate prom ensemble (designer: Vonda LaFever AIFD, PFCI).................................... Mar, p. 42 It’s Hip to Be Square: Master designer Gregor Lersch explores all the angles (designer: Gregor Lersch)....... Mar, p. 58 Envision This: Tone-setting bouquets and décor for six trendy wedding themes (designers: Tom Simmons AIFD, CCF and Cindy Tole AIFD)..................... Apr, p. 20 Head Turners: Make a statement with flowers that command attention (designer: David Powers AIFD)........................ May, p. 26 Artistry, Every Day: Ideas and techniques for eye-datching “everyday” design (designer: Jenny Thomasson AIFD, PFCI).......................... June, p. 12 Let’s Party: Six varied and versatile, year-round party themes (designer: Joyce Mason-Monheim AIFD, AAF, PFCI, AzMF).................................. June, p. 24

A Sensational Season: Celebrating fall’s abundance with extraordinary fresh flowers and dried materials (designers: Michael Merritt AIFD and Reg Merritt AIFD).................... Aug, p. 26 Plants Plus: Green and blooming plants with a special touch (designer: Michael Quesada AIFD)...................... Aug, p. 46 Clean & Simple: Everyday designs with color impact and singular style.Aug, p. 54 Xpress Yourself!: Artistry, community, and the passion for design reign at AIFD Symposium........................... Sept, p. 18 Seasonal Celebrations: Warm, romantic bouquets and décor for fall and winter weddings (designers: Susan Ayala AIFD, PFCI and Elizabeth Seiji AIFD)............................. Sept, p. 36 Great Gifts to Go: Floral gift ideas that will spark holiday sales (designer: Vonda LaFever AIFD, PFCI)................. Oct, p. 24 Making Spirits Bright: Seasonal décor that mixes fresh, permanent, and dried botanicals (designer: Bob Hampton AIFD, AAF, PFCI)..................................... Oct, p. 38 Joy to the World: Festive themes for holiday celebrations (designer: Gerard Toh AIFD, CCF)...................... Nov, p. 18

Long & Lean: Maximum impact for party tables (designer: Alex Jackson AIFD, AAF, PFCI).................................... Nov, p. 44 You’re the One: Flower kisses— delivered with passion and imagination (designer: Jenny Thomasson AIFD, PFCI, EMC).....................................Dec, p. 20 Something for Everyone: Flower hugs— for Valentine’s Day and every day (designer: Jody McLeod AIFD)..Dec, p. 34 Root, Branch, & Flower: Classic floral art from Korea (designer: Sungduck Hong AIFD)............................Dec, p. 56

Floral Industry Features Help Wanted: Perspectives on the floral workforce...............................Jan, p. 24 Small & Thriving: A photo gallery of three fashionable flower boutiques in Amsterdam.............................Jan, p. 58 Let’s Bury “In Lieu of Flowers”: Plenty can be done to get rid of those four pesky little words.................................... Feb, p. 63 Learn, Teach, Grow: Opportunities abound, thanks to Teleflora’s florist volunteers............................. Mar, p. 18 The Special Event 2017: Trends and products from the show for wedding and party professionals.................. Apr, p. 14 What’s Up Downtown?: How downtown flower markets are changing with the times.................................... May, p. 20

The Market Report: Our annual update on new varieties and developments in the world of cut flowers and potted plants.

May, p. 20

Focus on Design

A Fresh Perspective: Floradecora is the newest global showcase for floral trends and products......................... May, p. 58

Custom Container Finishes........ Mar, p. 8

Buyers’ Guide 2017-18: A directory of products and services, suppliers and resources, wholesalers, schools, and associations......................... June, p. 45

Make the Most of Clear Glass.....Jan, p. 8 A Sympathy Keepsake............... Feb, p. 8 Glorious Garden Roses.............. Apr, p. 8 Body Flowers that Last.............. May, p. 8 Serving Up Fresh Flowers......... June, p. 8 Garlands, Fast & Easy.............. July, p. 8 Contemporary Décor with Drieds.Aug, p. 8

Christmasworld 2017: Trends from Europe’s leading trade fair for seasonal decorations........................... July, p. 12

Cake Décor with Garden Roses.. Sept, p. 8

Floral Diplomacy: The power and influence of flowers in the Obama White House................................... July, p. 18

A Showcase for Message Roses..Dec, p. 8

The Big Picture Show: Floral-industry news and views at this year’s International Floriculture Expo.. Aug, p. 22 Xpress Yourself!: Artistry, community, and the passion for design reign at AIFD Symposium................... Sept, p. 18 Stronger Together: What California flower growers can teach the industry................................. Oct, p. 12 Runway Roses: A gallery of the newest roses from Colombia, with up-to-date care tips.................................Dec, p. 13 Selling the Flower Experience: What better time than Valentine’s Day to cash in on the trend?...............................Dec, p. 53 Love, Honor, Respect: Growth continues for Women’s Day, March 8, as a flowergiving holiday in the U.S..........Dec, p. 54

An Easy & Elegant Mantel.......... Oct, p. 8 A Flower Volcano .................... Nov, p. 8

Fresh Focus Spring-Flowering Branches....... Feb, p. 19 Cut Kalanchoe....................... Sept, p. 13

Shop Profiles The Bothell Florist, Bothell, Wash.................................... Feb, p. 58 Farrell’s Florist, Drexel Hill, Penna................................... May, p. 52 Raimondi’s Florist, Pikesville, Md....................................... Nov, p. 58

Variety Show Spice Up Your Product Mix.......Jan, p. 10 Novel, Eye-Catching Fresh Cuts.............................. Feb, p. 10 Sensational New Varieties....... Mar, p. 10 Think Pink!............................. Apr, p. 12 DECEMBER 2017 63

where to buy

pg 30

pg 22

For more information on merchandise featured in Flowers&, contact the supplier directly. Direct links to most suppliers can be found on the Flowers& website, www.flowersandmagazine.com.

Use the links under “Advertisers in This Issue” or the link to our searchable, online Buyers’ Guide at the top of the Flowers& home page.

O N THE COVER

Vases in the Emery Collection, Accent Décor.

Taj Chardonnay and Revogue Eggplant ribbon, Berwick Offray.

STAND UP, STAND OUT,

REDS RULE,

Gold metallic wire (jeweler’s wire), Smithers-Oasis.

Zoya Budvases, Wool with Wire, and red Deco Pebbles, Accent Décor.

Curly willow in Copper Penny color, Wm. F. Puckett.

page 24

page 26-27

MAKE A SPLASH!,

DESIGN TECH, page 10

page 28.

Harlow Stand, Accent Décor.

Foxtail in Puckett Pink with Shimmer, Wm. F. Puckett.

pg 10

Platform Glass bowl in silver, midollino, and Deco Rocks, Accent Décor.

Oasis Wire Armatures, Smithers-Oasis.

A GREEN CAVE, page 29

Green glass Rosie Posie Vase, Syndicate Sales.

YOU ’ RE THE O N E , pages 20-32

ALL TOGETHER NOW, page 20

Vases in the Emery Collection, Accent Décor.

ALL THE WAY UP, FOCUS ON DESIGN, page 8

pg 9

Imprinted Roses, Speaking Roses.

Flat wire and plastic-backed heart shape, Smithers-Oasis.

Tapered Cubes in Kiwi and Raspberry, Container Source.

64 www.flowersandmagazine.com

X’S AND O’S, page 25

pg 24

Marble Pot, Accent Décor.

page 22

Jamboree Budvases, Accent Décor.

UGlu Strips, Smithers-Oasis.

FRAMED,

OVERFLOWING,

Black frame with rectangular glass insert, Modern Collections.

Poly Pebbles, American Floral Container.

Adair Vase, Accent Décor.

Phalaenopsis orchid sprays, Pioneer Imports.

Clear Glass Accent Gems, Dollar Tree.

page 23

page 25

ALL AFLUTTER, page 29

pg 29

Glossy black base (“Topper Thin M, Black Shiny”), Vasesource.

SIGNED, SEALED, DELIVERED, page 30

Clear glass pedestal vase, Modern Collections.

F e at u r e d Suppliers Accent Décor, Inc. Call 770-346-0707 or visit www.accentdecor.com.

American Floral Container.

Call 800-448-0843 or visit www.americanfloralcontainer.com.

Berwick Offray.

Call 800-327-0350 or visit www.berwickoffray.com.

Container Source.

Call 800-499-6128 or visit www.containersource.com.

pg 25

Modern Collections.

Call 818-718-1400 or visit www.themoderncollections.com.

YOU LIFT ME UP,

LOVE YOU BUNCHES,

ALL IN A ROW,

12-inch Green Aquafoam Solid Heart, Syndicate Sales.

Bind Wire, Smithers-Oasis.

White glass five-inch cube, Syndicate Sales.

Square Planter in Weathered Slate, Syndicate Sales.

A BUD FOR YOU,

IN THE PINK,

Fiesta Bud Vase Assortment, Syndicate Sales.

Bella Vase in Pink Glacier, Syndicate Sales.

page 31

page 38-39

page 40-41

pg 31 SOMETHI N G F OR EVERYO N E , pages 34-52

Grand Garden cube, Teleflora.

Lula Vases in the Cottage Lane Ombré Assortment, Syndicate Sales.

UPLIFTING, page 43

Prism Vase, Syndicate Sales.

THE HEART REMEMBERS,

Optic Trumpet Vase in the Cottage Lane Ombré Assortment, Syndicate Sales.

WE BELONG TOGETHER,

page 36

Speaking Roses.

Call 801-807-0106 or visit www.speakingroses.com.

page 52

Lula Vase, Syndicate Sales.

Syndicate Sales.

Call 800-428-0515 or visit www.syndicatesales.com.

Vasesource.

Call 718-752-0424 or visit www.vasesource.com.

PURE AND SIMPLE, page 46

WAVES AND RUFFLES,

SNAP, CRACKLE, POP,

Swirling Heart stoneware cube with low relief, Teleflora.

Best Friends Forever white cube with red heart, Teleflora.

page 37

PINK PERFECTION,

page 45

Be Mine Capsule Vase from the Secret Admirer assortment, Syndicate Sales.

Teleflora.

Call 800-333-0205 or visit www.myteleflora.com.

Smithers-Oasis.

Call 800-321-8286 or visit www.oasisfloral.com.

Luxurious Lavender, Teleflora.

Rosie Posie Vase in Ruby from the Cupid’s Arrow Assortment, Syndicate Sales.

Pioneer Imports & Wholesale.

Call 888-234-5400 or visit www.pioneerwholesaleco.com.

page 50-51

page 44

Aquafoam open heart, Syndicate Sales.

CUPID’S ARROW,

page 49

WHAT’S HER FAVORITE COLOR?,

NOSE APPEAL, page 34

page 48

GARDEN PATCH, page 42

Dollar Tree Direct.

Call 877-530-TREE (8733) or visit www.dollartree.com/floral/559/ index.cat.

Wm. F. Puckett.

Call 800-426-3376 or visit www.puckettfern.com.

page 47

pg 52 DECEMBER 2017 65

what’s in store

emporium accessories

YOU LIGHT UP MY LIFE Reminiscent of etched or molded ruby glass, the red glass lantern that holds Teleflora’s Red Haute Bouquet (the Valentine’s Day star bouquet) features embossed lace detail at the base that will reflect candlelight beautifully when the flowers are gone. A silver heart charm dangling from the handle sends the romantic message home. Call 800-333-0205 or visit www.MyTeleflora.com.

TREND REPORT flame the passion Deep, rich reds, textured lace patterns, silver accents and dramatic lanterns light up this hot new trend.

The original watering device for fresh flowers. Keep the water in the container, NOT on the table! www.bokaystik.com 406-599-9949 Find us on YouTube EMPLOYMENT Florasearch, Inc.

In our third decade of performing confidential key employee searches for the floriculture industry and allied trades worldwide. Retained basis only. Candi­date contact welcome, confidential, and always free.

1740 Lake Markham Rd., Sanford, FL 32771 Phone: (407) 320-8177 / Fax: (407) 320-8083 E-mail: search@florasearch.com Website: http://www.florasearch.com

e q u i pm e nt

The #1 Selling

Flower Stem Cleaning Machine Established 1962

WHIZ STRIP 661-702-1977 www.whizstrip.com Refrigerators For Flowers

Combo walkins, storage, reach-ins 800-729-5964 www.flotaire.com Reprinted from Teleflora’s Resource Guide

66 www.flowersandmagazine.com

advertiser links schools

Advertisers’ websites are hyperlinked on the Flowers& website. Go to www.flowersandmagazine.com and click on “Advertisers in This Issue.”

Accent Décor, Inc.

5

770-346-0707, www.accentdecor.com Danziger Flower Farm INSIDE BACK COVER

+972-3-960-2525, www.danziger.co.il Dollar Tree Direct

1

877-530-TREE (8733), www.dollartree.com/floral/559/index.cat Floradecora 6

www.floradecora.de Floral Deliver Ease

17

877-740-3273, www.floraldeliverease.com Garcia Group Glass / A Division of the Garcia Group

BACK COVER

800-241-3733, www.floramart.com Sandtastik Products

15

800-845-3845, www.floralsand.com

Advertise in

emporium

For rates and info, call

Peter Lymbertos at 800-421-4921

Seminole 19

800-638-3378, www.seminoleds.com Smithers-Oasis 3

800-321-8286, www.oasisfloral.com Syndicate Sales INSIDE FRONT COVER

800-428-0515, www.syndicatesales.com Teleflora

7, 11

800-333-0205 www.myteleflora.com

BIG IDEAS along with flower news & business advice A digital subscription is only $24.95 for a full year.

Visit: www.flowersandmagazine.com & click on the “subscribe” tab.

Get all our videos for FREE type Flowers& Magazine at youtube.com to go to our YouTube Channel Click on SUBSCRIBE to get new videos FREE each month

DECEMBER 2017 67

wholesaler connection

STATEMENT OF OWNERSHIP, MANAGEMENT AND CIRCULATION (Required by 39 U.S.C. 3685)

Flowers& magazine distributors Arizona Phoenix Floral Supply Syndicate

hawaii honolulu Flora-Dec Sales

California CAMARILLO Floral Supply Syndicate Fresno Designer Flower Center LOS ANGELES Floral Supply Syndicate Sacramento Flora Fresh Floral Supply Syndicate SAN BERNARDINO Floral Supply Syndicate San Diego Floral Supply Syndicate San Diego Florist Supplies San FRANCISCO Floral Supply Syndicate San JOSE Floral Supply Syndicate SANTA ANA Floral Supply Syndicate Santa Rosa Sequoia Floral International UPLAND Floral Supply Syndicate VAN NUYS Floral Supply Syndicate

Illinois Chicago The Roy Houff Company Milan Bonnett Wholesale Florist Normal The Roy Houff Company Wheeling The Roy Houff Company

COLORADO DENVER Floral Supply Syndicate CONNECTICUT NORWALK East Coast Wholesale Flowers Florida JACKSONVILLE Floral Supply Syndicate PENSACOLA American Floral Wholesale of Pensacola Carlstedt’s, LLC Georgia omega Hornbuckle Wholesale Florist

Kansas wichita Valley Floral Company Kentucky Louisville The Roy Houff Company Louisiana Lafayette Louisiana Wholesale Florists Massachusetts Boston Jacobson Floral Supply Michigan Warren Nordlie, Inc. Minnesota Minneapolis Koehler and Dramm missouri st louis Floral Supply Syndicate LaSalle Wholesale Florist NeVADA LAS VEGAS Floral Supply Syndicate RENO Floral Supply Syndicate New York Campbell Hall Alders Wholesale Florist

68 www.flowersandmagazine.com

Ohio dayton Nordlie, Inc. North Canton Canton Wholesale Floral OREGON PORTLAND Floral Design Institute Floral Supply Syndicate SOUTH DAKOTA SIOUX FALLS North American Wholesale Florist, Inc. Tennessee Nashville The Roy Houff Company TeXAS DALLAS Floral Supply Syndicate UTAH SALT LAKE CITY Floral Supply Syndicate Virginia Norfolk The Roy Houff Company Richmond The Roy Houff Company Washington SEATTLE Floral Supply Syndicate Tacoma Washington Floral Service canada burnaby, bc United Floral Inc. malaysia selangor Worldwide Floral Services singapore Worldwide Floral Services

Publication Title: Flowers& Magazine Publication Number: 0199-4751 Issue Frequency: Monthly No. of Issues Published Annually: 12 Annual Subscription Price: $78.00 Complete Mailing Address of Publication:

11444 W Olympic Blvd,

Los Angeles, CA 90064-1544 Contact Person: Rich Salvaggio Publisher: Rich Salvaggio Editor: Bruce Wright Owner: Teleflora, 11444 W Olympic Blvd,

Los Angeles, CA 90064-1544 Issue Date for Circulation Data: September 2017

Print Copy Circulation

Avg. Previous 12 Months

Single Issue Nearest Filing Date

9,007

8,598

5,703

5,580

0

0

716

554

32

27

6,451

6,161

665 0

594 0

44

43

1,500

1,375

2,209 8,660 347 9,007 74%

2,012 8,173 425 8,598 75%

6,758 13,209

6,698 12,859

15,418

86%

14,781 86%

a. Total copies (net press run) b. Paid and/or requested circulation 1) Outside-county mail subscriptions, as stated on Form 3541 2) In-county mail subscriptions, as stated on Form 3541 3) Sales through dealers and carriers, street vendors, and counter sales (not mailed) 4) Requested copies distributed by other mail classes through USPS c. Total paid and/or requested circulation d. Non-requested distribution 1) Outside-county, as stated on Form 3541 2) In-county, as stated on Form 3541 3) Non-requested copies distributed by other mail classes via USPS 4) Non-requested copies distributed outside the mail (e.g., trade shows) e. Total non-requested distribution f. Total distribution g. Copies not distributed h. Total print i. Percent paid print Electronic Copy Circulation a. Paid electronic copies b. Total paid print + electronic c. Total distribution print + electronic d. Percent paid print + electronic I certify that the statements made above are correct and complete.