July 2016
E X P R E S S I O N S O F F L OW E R S ®
S I PE NT
ISS
DESIGN INSPIRATION
AUSTRIA’S TIMO BOLTE EXPANDS THE POSSIBILITIES OF ARTISTIC IMPRESSION
OWNER’S CORNER
BELGIUM’S RIA BECKER PURSUES HER PASSION AS HER BUSINESS BLOSSOMS
ON THE EDGE
HONG KONG’S SOLOMON LEONG, AIFD, TAKES CREATIVITY TO A WHOLE NEW LEVEL
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WHAT’S INSIDE V O L . 7 N O . 9 | J U LY 2 0 1 6
Mark Nance, AAF President, BloomNet P U BLIS H E R
BloomNet, Inc. www.MyBloomNet.net 1-800-BloomNet 1-800-256-6663 SE N I O R E DITOR
Lisa Carmichael MA N AG I N G E DITOR
Mike Pucci
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ASSO C I AT E E DITOR
Megan Sullivan ART D IRECTOR
Shane Hickey SE N I O R DES IG N E R
Bill Hamilton
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CO N T R I BUTIN G W RIT E RS
Brenda Simmons, Megan Gregorsok E D I TO R I A L CON T RIBUTORS
Ted Marlowe, Jerry Rosalia floriology is published monthly by BloomNet, Inc. Printed in the United States, Copyright 2016. All rights reserved. No material contained herein may be reproduced without the consent of the publisher or editor. Permission to reproduce portions of this publication should be obtained through BloomNet, Inc. Publications. All statements are those of the person making the statement or claim. The publisher does not adopt any statement or claim as its own and any statement or claim does not necessarily reflect the opinion of the publisher. Although published material is intended to be accurate, neither floriology nor any other party will assume liability for loss or damage as a result of reliance on this material. Opinions expressed are not necessarily those of BloomNet, Inc.
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Industry Info
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Remembering Orlando
floriology | July December 2016 2012
Chelsea Flower Show; American Flowers Week; Trendspotter
Our hearts go out to the victims, their families and friends, and the community
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International Design
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design center:
Annual Subscription Rate is $71.88 (plus applicable tax) in U.S. and Canada.
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Cover photo courtesy of Timo Bolte (see more designs by Timo on page 6)
Austria’s Timo Bolte shares his captivating artistic impressions
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design center: Back to Basics
Holland’s Piet van Kampen emphasizes floral freshness and the importance of quality control
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On the Edge
Hong Kong’s Solomon Leong discusses the latest trends in China
Owner’s Corner
Belgium’s Ria Becker, owner of FioRiart Floral Design, pursues her passion and grows her business
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Trends
Showcasing the hottest ideas for Spring & Garden 2017
Neighborhood Corner
Shop owner in Ocean City, Maryland, helps four-legged friends find loving homes
UP FRONT
Heating Up Some Summer Strategies
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ere we are in the month of July and the summer season is in full swing. The days are longer, the sun is brighter and for many retail florists, business is slower. And that’s not necessarily a bad thing. By giving you some time to catch your breath, summer provides a perfect opportunity to evaluate your business, analyze what is working and what is not from a customer service, sales and marketing standpoint—and most important, implement and test strategies to make improvements and enhance your revenue growth throughout the fall and into the new year. First things first, ask yourself—and be honest—how much (or how little) do you really know about your customers? What do they typically spend and what do they spend it on? Do they buy from you frequently, or just once in a while? Who are they buying for, and for what occasions? Answers to these vital customer segmentation questions can be instrumental in pinpointing your marketing approaches and strengthening your advertising messages. And the good news is, if you have a POS system, the answers can be right at your fingertips in the form of customer-specific data and a wide range of customer metrics. If you don’t have a POS system, get one and use it; the investment could be one of the best you’ll ever make. Next, take a close look at your entire promotional program, including everything from email marketing to print ads, telemarketing to local broadcast initiatives such as radio commercials, as well as social media. Hopefully, you’ve been keeping track of actual sales numbers generated by these marketing programs. Do the numbers validate the expense? Are you getting the responses and the jump in sales from each of your promotional activities? If not, perhaps it’s time to try some other approaches. One approach you may want to consider involves in-store workshops. We’ve received positive feedback from many florists who have offered workshops to their customers and been very successful in doing so. For example, you may remember reading in a recent issue of this magazine about a Flowerama store in Cedar Rapids, Iowa, that hosted a floral design workshop. The workshop not only brought numerous customers through the door and helped build customer relationships, it also created plenty of buzz in the community. Taking the buzz even further, many workshop attendees also shared their positive experience on social media, providing great word-of-mouth for the shop. And speaking of social media, quite a few florists have told us they’ve pumped up their sales opportunities by engaging with customers via Facebook Messenger and also by running Facebook contests. Besides garnering “likes” for your business, when customers sign-up for your Facebook contest, the entry form asks for their email address, enabling you to grow the amount of email targets you can reach. For further info about running a contest on Facebook, go to: apps.facebook.com/my-contests/. Finally, another smart (and highly cost-effective) strategy for evaluating and enhancing your customer service, sales and marketing mix is to communicate with the people around you. Ask older members of your shop’s team as well as your family how they get information about the places they shop from, what information is important to them, and what they expect and/or demand in terms of top-notch service. Then ask the same questions of younger team and family members. The differences in the answers may surprise you and just might prompt you to take a whole new look at how you connect with customers.
Mark Nance, AAF | President
WHAT’S ON TAP l AIFD National Symposium July 3-7 Anaheim, California
l Independence Day July 4
Chocolate Day July 7
l Cultivate ‘16 July 9-12 Columbus, Ohio
l AmericasMart Atlanta July 12-19 Atlanta, Georgia
l Texas State Florists’ Association Floral Forum July 16-18 Boerne, Texas
l National Get Out of the Doghouse Day July 18
l Oklahoma State Florists’ Association 2016 Conference July 23-24 Stillwater, Oklahoma
Parents’ Day July 24
l Kentucky Florists’ Association Annual Convention July 29-31 Lexington, Kentucky
l Father-in-Law Day July 30
k For more info go to www.bloomnet.net
July 2016 | floriology
l Arizona State Florists Association Annual Expo July 30-31 Phoenix, Arizona
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INDUSTRY INFO
AWARDS, SHOWS, ADVOCACY
Celebrating American Grown Flowers Domestic blooms were front and center across the nation as floral professionals in all 50 states observed American Flowers Week, June 28-July 4. Highlighting the event were many innovative designs, crafted by local florists, underscoring patriotic themes. The goal of American Flowers Week is to celebrate blooms grown on American soil, as well as raise consumer awareness and unite America’s flower farmers with the U.S. floral industry. The hashtag #AmericanFlowersWeek is utilized to create buzz. Organizers of the event emphasize that “at a time when 80 percent of the flowers sold in the United States are imported, we believe this is the essential moment to focus attention on the beauty, quality, sustainability and economic impact of American-grown flowers.”
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To learn more about American Flowers Week, visit www.americanflowersweek.com
NOW TRENDING:
floriology | July 2016
SEEDLES
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After losing a beehive at the urban farm he started in his neighborhood in San Francisco, Christopher Burley was inspired to address a growing problem: Bees are dying nationwide. As primary pollinators, bees not only create honey, but also are vital for the production of nearly one-third of the world’s produce. However, without clean food from pollen-filled flowers, the bees can’t do their job. As a potential solution, Christopher turned to seed bombs, which have been in use for years in crop farming, but are not often used for growing flowers. The idea is simple: create an easy way for people to plant more native flowers in their yards. He launched a Kickstarter campaign in late 2014 and founded the company, Seedles, featuring his new product, Wildflower Seedles. Splitting the United States into six regions, all a user has to do is select their region and then receive a shipment of the colorful Seedles seed bombs. When tossed into a yard, they’ll eventually act as “flower bombs” growing into a variety of native wildflowers. Since its formation, Seedles has helped plant more than 50 million wildflowers. The goal is 1 billion by the year 2020! Of the project, Christopher says, “We wanted to give people the power and ability to do something for the bees, because a bunch of individual actions ends up becoming a much bigger solution.”
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For more info, go to www.growtherainbow.com.
LONDON CALLING
Chelsea Flower Show attracts many of the world’s most gifted floral designers Every year since 1913, the grounds of the Royal Hospital Chelsea in London have been transformed into a botanical wonderland for the Royal Horticultural Society’s Chelsea Flower Show. This year the show was held May 24-28 and featured a special celebration of the 90th birthday of Queen Elizabeth II. Included on the list of world famous international floral designers who have created beautiful designs for the show is Solomon Leong. Solomon is a multiple winner of the event’s Gold Medal as well as a recipient of the Best Floral Arrangement award (read about Solomon on page 8). Among the exciting floral and gardeninspired highlights of the 2016 Chelsea Flower Show was an incredible assortment of nearly 300,000 individually crocheted poppies adorning the entrance to the show, along with a grand floral arch saluting the Queen, and a 60-foot carriage that formed part of the 6,000-square-foot plant station in the show’s grand pavilion.
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For further information about the 2016 Chelsea Flower Show, go to http://tinyurl.com/kcrczpk
REMEMBERING ORLANDO
OUR HEARTS GO OUT...
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hile our nation mourns the victims of the horrific events in Orlando, the floral industry is doing perhaps what we do best—helping the world experience the kindness and the beauty of people’s hearts. Florists, floral designers, 1-800-Flowers franchisees, and teams from BloomNet, Napco and 1-800-Flowers.com, as well as extended friends and family, gathered in Orlando to volunteer their time and energy—handing out more than 23,000 stems of white flowers. The blooms helped to provide a symbol of hope for the people of Orlando and for attendees to candlelight memorials held in Ocala, Florida, and in Orlando’s Lake Eola Park. Our gratitude to all the florists who immediately reached out to BloomNet following the tragedy, asking how they could help support the community. Special thanks to: Maryann Gil of 1-800-Flowers | Winter Park in Winter Park, Florida; Lorenzo and Juana Isbel Lora of 1-800-Flowers | Oviedo Beautiful Flowers in Oviedo, Florida; Bob Tucker, CFD, FSMD of Miss Daisy’s Flowers & Gifts in Leesburg, Florida; and Anthony Swick, AIFD, PFCI, CFD of Bay Bouquet in Tampa, Florida. We also want to thank the floral suppliers as well as the transportation and shipping companies who volunteered their expertise in delivering the 23,000 stems to Orlando— including Queens Farm; Sun Valley; Mode Transportation; AIT Global Logistics, Armellini Express Lines; and InBloom. We are all so fortunate to work in such a caring industry with a giving community of florists who came together, lent a hand, offered a flower, and in a small but special way conveyed thoughts of comfort during a very difficult time.
July 2016 | floriology
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INTERNATIONAL DESIGN by Alyssa Apuzzio
ARTISTIC
Showcasing the imaginative creations of Austrian floral designer Timo Bolte
IMPRESSIONS
floriology | July 2016
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Big ideas often emerge from small everyday experiences. That’s why Vienna-based floral designer Timo Bolte walks through life with his eyes wide open. “At the start of every idea there are always small things with a special aura, a strong character, a special charisma and energy, and they arouse a highly individual association,” states Timo, who has been published in Italian Vogue in 2016 and was the 2015 German Qualifier for the Fleurop–Interflora World Cup. Timo’s creative approach encompasses many styles of floral design—weaving in elements of architecture, social components and the latest trends, and combining them with his unique artistic personality. He stresses that comprehensive research is a key aspect of discovering, and optimizing, emerging trends. “Every floral trend has a well-researched foundation,” underscores Timo. He adds that color is a highly influential element of floral design and a major factor shaping the latest floral trends; this is because color awakens emotions. “We should be aware of the meaning and effect of every color,” he advises. Timo’s passion for floriculture began with plants in his own garden as a very young child and by helping out in his friend’s nursery at age 10. He ultimately became an apprentice, working with German Master Florist Gregor Lersch, one of the world’s leading floral designers. Timo officially began his career in the floral design business 11 years ago. In describing what he feels is essential in becoming a successful floral designer, Timo says: “Artistic flair alone is not enough. Creative design Designer: Timo Bolte is not possible without craftsmanship and skill. The prerequisite for Location: Vienna, Austria this, in turn, is a good education.” He Experience: 11 years states that fresh ideas will emerge if Exposure/Achievements: Published thorough knowledge is present. “The in Italian Vogue in 2016; 2016 booth broader and more perfect the palette decoration at World Federation of of techniques available, the greater Rose Societies in Beijing; 2015 the opportunity for innovative deGerman Qualifier for the sign,” he adds. Fleurop–Interflora World Cup.
Timo also mentions that flowers and plants represent the most natural form of lifestyle expression. His credo is “the nearness to the plant.” Translation? He looks at floral design as a cultural asset, and at the center of his work is the expressiveness of the blooms themselves. “My goal is always to fascinate people, create special moments and to surprise.”
more, go to k For www.timobolte.de
AUSTRIA
July 2016 | floriology
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DESIGN CENTER
ON THE EDGE
by Megan Sullivan
Language
The
I
of
FLOWERS
Award-winning Hong Kong floral designer Solomon Leong discusses the latest trends in China In recent years, floral design has become very popular in China. Just ask Solomon Leong, AIFD, the award-winning floral designer behind Solomon Bloemen studio in Hong Kong. Cafe/ florist/fashion lifestyle stores are a growing trend in his native country. “You see them almost everywhere, from large cities to smaller towns,” Solomon explains. “Flowers are also used quite commonly in shops and restaurant displays, adding extra value to the experience enjoyed by the customers.” Both European and Korean/Japanese styles are influencing the current floral trends in China, Solomon continues. “The interesting thing is that you can often see these styles co-existing in the same shop.” Young people in China prefer pastel colors over the more traditional red and gold, Solomon adds, and various preserved composite roses are also quite popular right now. “As for fresh flowers, peonies are the all-time favorites,” he says. The most in-demand arrangement at the moment is the mini gift bouquet. “Small and cute, customers buy them for all sorts of occasions.” While Solomon has held an interest in flowers since he was a child, he has only been in the floral industry for a little more than 12 years. That’s hard to believe for someone who has amassed a long list of awards and achievements, including gold medals at the world-renowned Royal Horticultural Society Chelsea Flower Show in London (see pg. 4) and the World Flower Garden Show in Nagasaki, Japan. “I am very happy with my design at the World Flower Show in 2015 in Japan, where I won Best in Show, Best Use of Colors, and a Gold Award,” he shares. In addition to being a frequent design com-
petitor, Solomon is an active floral demonstrator. He also teaches floral design courses for both serious learners and hobbyists. “Education is very important for floral designers because it provides ways to systematically digest raw inspirations into workable elements, which then can be turned into successful and marketable designs,” he says. Solomon’s work is influenced by the English garden style and the European flower-arranging ethos. “I love the English garden style because it’s free and full and it has a certain sense of nostalgia in it,” he states. His overall design approach and aesthetic presentation are often driven by colors, and his favorite material to work with is flexi-grass. “I like designs that are either very clean and geometric, or very soft and feminine,” he describes. “I work with lines a lot.” Solomon brings a rare combination of skill sets to the floral profession. He is a doctor of philosophy in cultural studies with extensive knowledge of cultures and history in relation to floral art. “My background in cultural studies is extremely useful, as it makes me aware of the difference in interpreting different designs in different cultures,” he explains. “A good design must speak the same cultural language as the audience viewing it in order to have impact.”
FAST FACTS
floriology | July 2016
Designer: Solomon Leong, aifd Location: Hong Kong Experience: 12+ years
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Exposure/Achievements: Numerous awards include the 2015 Gold Medal Award at the Royal Horticultural Society Chelsea Flower Show in London, grand prize for design excellence 2014, 2015, 2016 (for Solomon Bloemen) at the Hong Kong Flower Show, and 2015 Gold medal, Best in Design Innovation and Best in Show award at the World Flower Garden Show, Japan. Artistic consultant at Elements shopping mall in Hong Kong; member of the World Flower Council (Hong Kong chapter) and Royal Horticultural Society; president of the Hong Kong Flower Club; chairman of the Hong Kong Association of Flower Arranging Societies. Author, floral designer and photographer of the bilingual book “Secrets of Flowers,” published spring 2016.
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or more, go to www.facebook.com/ F solomonleongsolomonbloemen
HONG KONG
July 2016 | floriology
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OWNER’S CORNER by Mike Pucci
A Dream Come True
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Ria Becker pursues her lifelong love of floral design as her business blossoms
floriology | July 2016
When she was a young child, Ria Becker was fascinated by her grandfather’s rose garden. Certainly, that fascination had a lasting impact, leading to the fulfillment of her dream to transform a lifetime love of flowers into a successful career. “My passion today always brings me back to that rose garden,” says Ria, owner of FioRiart Floral Design in Belgium. Starting out in the floral industry, Ria honed her design craft in a local flower shop “where I was creating all day,” she recalls. In 2014, she earned prestigious Master Florist status and launched her own design business. In January of this year, she opened her retail shop, which consists of Ria and one other person. “All floral designs and daily business in the shop are done by me,” Ria mentions. “I like to keep a clear view on all creative work that goes out with the name FioRiart.” When asked what floral industry trends are popular right now in Europe, Ria states: “Influences from the ’60s are back in...and architectural forms and furniture trends are
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strongly defining contemporary flower fashions. We also see a lot of earthly influences and the ‘fairytale-like’ style with a light and dreamy feeling is also successful.” In addition, Ria notes that the combining of elements in floral design is a current European trend. “Vegetables in combination with flowers and floral in combination with felt, and paper combined with flowers,” Ria states. Another trending design idea she is seeing is nesting, where “all flowers are arranged around one main flower, along with frame bouquets in which one arranges the bouquet in the given shape.” With regard to the colors that are trending in Belgium and throughout Europe, Ria explains: “I see a combination of soft warm pastel colors like peach pink, rose, light yellow and light blue being chosen and used frequently.” As for floral varieties, she states: “The use of succulents in bouquets, for example echeveria, is a great success. And of course the classics remain in demand...a range of roses in different colors is hugely popular in my shop.” Ria adds that sanseveria is also highly popular right now as is allocasia with its dramatic big leaves. And she points out: “We use a lot of grasses in our bouquets, this is a graceful product that gives your bouquet that extra dimension.” In terms of her overall approach to design, Ria says, “I want to surprise and bend all the rules of art. Forms are very important for me, always decisive, first the form and then supplement it with flowers.” She sums up her inspirations by emphasizing that creating the right “atmosphere” is an important aspect of her floral design process. “Transmitting feelings with my work is the passion that drives me,” Ria says. “I see myself really as a storyteller, behind each creation is a story, without a story there is no heart in my work. A story always has a basic point of departure, and the work is expressed in shapes and colors.”
FAST FACTS Business: FioRiart Floral Design Location: Temse, Belgium Owner: Ria Becker Established: 2014
further information, kFor visit www.fioriart.be/ BELGIUM
July 2016 | floriology
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DESIGN CENTER
BACK TO BASICS
by Casey Gale
Quality Control
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Holland-based supplier Piet van Kampen provides his customers with the freshest product
Flowers go through a long chain before reaching a customer’s front door as part of a stylish arrangement. From the breeder to the grower to the auctioneer to the exporter to the importer, by the time the florist receives a shipment to prepare for a customer, the perishable flowers are sometimes no longer top quality. Piet van Kampen, co-owner and commercial director of Holland-based exporter DGI Flowers and Plants Aalsmeer, aims to provide florists with a more streamlined process to ensure the delivery of fresh products. “Luckily, we have social media now and the offers are more transparent,” he says. “That’s good, because many suppliers are not willing to go the extra mile for their customers and often the florists are being told their request isn’t available or is of poor quality.” Piet has been in the industry for 43 years, starting off as a junior salesman at Zurel Group B.V., an importer and exporter of plants and flowers. “In my young years, I was very much transaction driven,” Piet says. “Later, I discovered that we do not sell flowers but pure emotions. Connecting people and helping them to sell more flowers is what I enjoy the most. Flowers give people positive energy and put a smile on their faces. That is what we do it for.” Piet takes pride in the ways in which he has been able to provide his customers with quality flowers. “One accomplishment I feel good Floral Expert: Piet van Kampen about is the launch of the grower’s platform G-Fresh in 2010. This enables wholesalers and Location: Holland florists to buy direct from the grower. It’s the Experience: 43 years only source for flowers with harvesting date; all flowers are environmentally-friendly grown, the Achievements: Launched the flowers are, on average, three days fresher and grower’s platform G-Fresh in we have the lowest add-on-costs,” he says. Ad2010; helped launch Floral ditionally, Piet helped launch Floral FundamenFundamentals in 2014
floriology | July 2016
FAST FACTS
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tals in 2014, a platform that connects florists and growers, and many top designers in the industry. “We provide ideas for makeable, realistic and commercial floral design. We give the florists a look in the kitchen of the grower and give the growers an insight in the flower shop.” Over the past four decades, Piet has seen many trends come and go. But today, he states that it’s not about following trends—it’s about setting them. “Setting yourself apart from others is the name of the game,” Piet explains. For the summer months, he says customers will be looking for mixed, bright colors as well as very pale, gentle colors in design. And, as many florists note, garden flowers continue to build in popularity every year. Piet goes on to explain that summer flowers are a cost-effective choice for florists’ customers, particularly varieties such as achillea millefolium, astrantia, craspedia, delphinium elatum, and volkenfriede, among several others. And new flowers are being introduced to the market all the time. Piet sees the newly introduced variety of lisianthus becoming a hit, particularly for wedding bouquets. As a final piece of advice in light of the fact that new crazes in floral design are popping up all the time, Piet suggests sticking to a niche in the market, rather than becoming overwhelmed trying to appease different tastes. “Don’t try to satisfy everybody, but make a clear choice which segment of the market you want to supply,” Piet suggests. “Set yourself apart from others and deliver quality in all aspects.”
more, go to kFor www.facebook.com/piet.vankampen.7
craspedia
achillea millefolium delphinium elatum
achillea millefolium anita champagne
astrantia prominent
HOLLAND
achillea millefolium annemieke July 2016 | floriology
celosia caracas
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TRENDS
Fever SPRING
HOT TRENDS AND INSPIRING IDEAS FOR SPRING & GARDEN 2017
Prominent design trends for next year’s spring season run the gamut from elegant rustic, to mosaics, to farm-inspired looks that evoke the essence of Americana. Here’s an overview of three key themes from the Napco 2017 Spring & Garden Trend Report, providing a glance at what your customers may be asking you for. Large White Ribbed Planter, Item No. 21761
floriology | July 2016
“FRENCH MARKET”
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Brown Cart with Metal Plate, Item No. 11349
For info about the newest on-trend products for Spring & Garden 2017, go to www.napcoimports.com
GRAY PANTONE 425C
LIGHT GRAY PANTONE 422C
SAND PANTONE 406C
KHAKI PANTONE 7534C
TAUPE PANTONE 403C
Imagine being transported to a quaint village in the heart of France where a lively market beckons you to explore an array of products created by local craftspeople. Life is relaxed here, almost carefree. Birds and cherubs are plentiful, and a neutral palette of color mixes together perfectly. French Market captures all of those feelings, highlighting several complementing hues including gray (Pantone 425C), light gray (422C), taupe (403C), sand (406C) and khaki (7534C). Floral varieties in this theme feature green potted plants and topiaries along with moss mats and orbs. Containers include baskets, distressed wood boxes and crates, and trellis boxes. Galvanized and gray metals with rust accents, plus white, taupe and gray slick ceramics, as well as ornate clay finishes encompass the materials used to convey the French Market theme. And adding to the white cherub statues and bird statues in rough concrete or dark black/bronze are distressed white metal wall and ceiling tiles.
“COURTYARD TERRACE” AQUA PANTONE 7704C
RED PANTONE 186C
LIGHT ORANGE PANTONE 130C
TURQUOISE PANTONE 563C
TANGERINE PANTONE 158C
What if you could completely escape, leaving everyday stress behind, channeling your thoughts to a soothing oasis of peace and calm? That oasis could very well be this spring 2017 theme, embodying a tranquility all its own. Mosaic stepping stones, terra cotta tiles, monarch butterflies, colorful birds, birdbaths, birdhouses, and chimes each play an important role in the Courtyard Terrace theme, as do several different materials including rusted metals, glazed pottery, distressed wood and resin. A blend of carefully contrasting colors also is an essential aspect, featuring aqua (Pantone 7704C), red (186C), tangerine (158C), light orange (130C), and turquoise (563C). The featured florals in Courtyard Terrace are poppies, geraniums, zinnias, bougainvillea and green vines. And the collection of containers includes window boxes, scallop edge pots, and large glazed garden pots.
Burnt Orange Oval Centerpiece, Item No. 21712
Aqua Blue Ribbed Cache, Item No. 11695
“RURAL ROAD” DENIM BLUE PANTONE 653C
RICH RED PANTONE 7637C
GRAY PANTONE 416C
TAN PANTONE 7528C
GREEN PANTONE 576C
Flower Relief Planter, Item No. 11756
Burnt Finish Box, Item No. 11456
Rectangle Box, Item No. 11463
July 2016 | floriology
Leaving the hustle and bustle of city life far behind, this spring 2017 theme brings to mind feelings of wide open spaces and the freshness of country breezes on a farm in the heartland of America. Denim blue (Pantone 653C), rich red (7637C), green (576C), gray (416C) and tan (7528C) are the colors that help generate those feelings, while rustic/galvanized metals, distressed wood, rough glazed ceramics and milk glass are the materials that complete the look. The primary floral varieties in the Rural Road theme are succulents, daisies and herbs. Among the many products underscoring the design approach of this theme are garden statues depicting farm animals as well as gnomes, along with birdhouses, chimes, antique-looking signage and items made from materials that are reminiscent of a bygone era.
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PRSRT STD U.S. POSTAGE PAID Whittier, CA Permit No. 347
NEIGHBORHOOD CORNER
One Old Country Road Suite 500 Carle Place, NY 11514
BLOOMNET IN THE COMMUNITY
by Brenda Simmons
BECOME OUR FAN ON FACEBOOK AND FOLLOW US ON TWITTER
Pet Project Benefits Four-Legged Friends When Ami Reist Jachimski opened Little Miss Lovely in 2011, it was to offer an event and wedding business to her community in Ocean City, Maryland. Her specialty floral shop is open by appointment only and is closed Saturday to Monday so she can focus her energy on her clients without other distractions. Building her business over the last five years, she hasn’t had time to focus on many community projects until an opportunity presented itself around Easter of 2016. Each year the Worcester County Humane Society dresses up their shelter >>> Ami Reis t pets in T-shirts that say “I’m available for adoption” and then Lovely in OceanJachimski, owner of Little M iss City, hu m ane society to Md., is working with the lo they have a parade on the boardwalk to raise awareness. ca find homes fo r sheltered pe l ts. Because Ami and her husband have a shelter dog, the Humane Society is very close to her heart and she makes frequent visits to see if she can find a sibling for her dog, Sandi. When Ami made a visit in March, she found the shelter overwhelmed with 24 pets that needed homes. While the animals were well cared for, it didn’t leave much room for other pets needing shelter, so the Society asked if Ami could help. She made floral crowns for the pets and hosted a photo shoot prior to the boardwalk event. Through Instagram, Pinterest and Facebook, the photos of the pets became abundant as well-wishers looked forward to the upcoming event. Using the hashtag “#PhotographySavesLives,” Ami’s efforts got immediate results and a canine named Winny was adopted on the very first day. Ami’s assistance with the shelter’s cause also helped find homes for several other animals due to a local TV station as well as the photo shares and likes generated by social media. Ami fully intends to be part of this program in the years to come and looks forward to finding loving homes for all the animals.
floriology | July 2016
kFor further information, go to worcestercountyhumanesociety.org
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