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10 Trends to Have and to Hold* *Until a New, Hot Look Comes Along by KATIE HENDRICK

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10 Trends to Have and to Hold* *Until a New, Hot Look Comes Along by KATIE HENDRICK 10 trends to have and to hold* *until a new, hot look comes along BY KATIE HENDRICK fresh choices Svenja Brotz, AIFD, created this tablescape with fresh fruit and monofloral designs in mason jars. Jules Bianchi 32 FLORAL MANAGEMENT | MARCH 2011 | WWW.SAFNOW.ORG The market is saturated with images and inspiration for brides- To be that informed trend navigator, ian Prosser, AAF, AIFD, to-be planning their big days. With a click of the “On Demand” PFCI, tunes his radar to all things fashion. “it’s crucial to use the button, she can enter the esteemed Kleinfeld Bridal for the same terminology as the fashion designers,” said the owner trendiest selection of wedding gowns through TLC’s “say of Botanica international in Tampa and Orlando, Fla., whose Yes to the Dress” or learn how the über-affluent on We TV’s brides have spent up to $120,000 on flowers and décor alone. “Platinum Weddings” are incorporating callas, crystal-edged “if i can’t distinguish between a ‘trumpet’ and a ‘mermaid’ skirt, layer cakes and elephants into their nuptials. Online, she can or if i don’t know what she means when she says her shoes are lose many a lunch hour reading blogs — a Google search of by ‘Jimmy’ or ‘Manolo’ or ‘christian,’ how can she trust me to the terms “bridal blog” yields more than 5 million results, with be stylish enough for her?” Mindful to inquire about footwear roughly 780,000 wedding message boards to boot. and don’t early in the consultation, he’s found that roughly 80 percent of forget the standard: the bridal magazine. Dozens of publica- his brides pick a pair that’s a bold color and a status symbol. tions, from Martha stewart Weddings to Grace Ormonde The shoe shoptalk “shows you have a pulse on current trends,” Wedding style, await the bridal rite of passage that is the trip to Prosser said, but even more, “gives you a good sense upfront the magazine rack. about what kind of bride you’re talking to when you know she so just where do you, the florist, fit into this giddy, glossy dropped $700 on a pair of heels.” world? You are the brides’ guide, translator and director, help- if you’re starting to shake in your Payless boots about ing them separate the “wow” from the “wow, now that works keeping up with the super-informed, on-trend bride while still for me and my budget.” running a business, consider this your crash course — your “it used to be that we’d help them create. now, you have Wedding Wikipedia of the moment. to help them edit,” said BJ Dyer, AAF, AIFD, of his trend-savvy We talked to eight high-volume wedding florists nationwide and research-happy brides. Often armed with a binder brim- who meet, and often exceed, the demands of the informed ming or a laptop bookmarked with ideas, Dyer’s clients expect couples. With their help, we’ve compiled 10 of the strongest a florist who understands and recognizes what they’re seeing trends for 2011 — and detailed how you can own it, or at least on the runways, at the movies, in the media and, “especially, rent it until the next thing comes along. on the internet,” said the co-owner of Bouquets in Denver and Beavercreek, colo. 1. table tableaux Picture a spattering of votive candles, layered effect. Though still very elegant, know it, own it, sell it succulents, sprigs of rosemary and tablescapes don’t have that same os- a budget bride might opt for this, as well frames intermixed with vases of various tentatious air that giant centerpieces as one who wants to be very hands-on shapes, sizes and styles. What you’re en- can give off, she said. “a wedding is a in the planning. Rather than rent con- visioning is exactly what more and more personal, intimate moment in a couple’s tainers, many brides scour eBay for brides want: to let their trinkets, your life and they’re trying to create that am- inimitable designs. Then, at the end of vases and assorted baubles and collect- bience for their guests, too.” event, guests take home these “mini ar- ibles dot the landscape of their wedding “The ‘grouping’ look has definitely rangements” as party favors, Brotz said. surfaces. hit a critical mass,” said Julie stevens, of if your customer would rather just sign “last year, a lot of brides wanted Julie stevens Design in sonoma, calif. a check, you can similarly source these a more classic, tight, pavé look,” said “The style is becoming very loose and accents. Remember though, you’ll have Marisa Tsikounas, manager and de- whimsical — lots of mason jars, wild- to store the flotsam and jetsam … and sign consultant for Michael Daigian flowers, herbs, moss and garden roses.” clean it. and your definition of a cute find Design in san Francisco. “now, it’s all Dyer remembers not so long ago might be her idea of junk. Work closely about lots of little elements instead of having to convince brides that composite together to come up with a style sheet big round centerpieces.” svenja Brotz, centerpieces featuring several vases that works. AIFD, of chestnut & Vine Floral Design “were cool and contemporary,” he said. in Berkeley, calif., uses seasonal fruits “now they ask me for it before i can even and candles to create this hugely popular bring it up at the consultation!” The magazine of the Society of American Florists (SAF) 33 2. lounge acts comfy seating is part of the overall push to make wed- dings more intimate, encouraging even those who don’t want to cut a rug to at least hang out near the dance floor. Prosser relies heavily on furniture for wedding décor, keeping his in- ventory stocked with items such as French chairs (“for that anthropologie look!”) that he acquired at the Dallas Market, and stores in his studio. he also rents from area furniture and antiques dealers. “You can really edge out the competition if you market yourself as a florist that can secure extra touches, like the lighting and furniture,” Prosser said. “it’s a hassle to run around to a lot of different vendors, so if you can take care of those errands for her, she’ll pick your services.” sittin’ pretty Ian Prosser, AAF, AIFD, PFCI, used know it, own it, sell it lounge furniture, a popular wedding trend, in his décor Get familiar with the layouts and loading docks of local venues. for the President’s Ball during SAF Orlando 2010. Find out if they even allow outside furniture in their facilities. after tablescapes, furniture is making the biggest splash in the network with furniture dealers, so when you need a rental, wedding world for our sources. in particular: couches, chaise you have ample options. Browse popular home-furnishing lounges and arm chairs in black or white, accented by chrome catalogues — Pottery Barn, Restoration hardware, crate & cocktail tables. Barrel, Frontgate — and architecture magazines for popular “Brides have quit spending money on satin seat covers, looks. scour the classifieds for estate sales, auctions and hotel which they consider passé, and are instead splurging on couch liquidation sales. and while you’re hunting the thrift stores for and lounge chair rentals,” said Tom sebenius, creative director knick-knacks, keep your eyes peeled for bigger pieces. for starbright Floral Design in new York city. 3. flapper fab From sepia-toned photography to cameo heavenly headware Svenja pins, “something old” is being redefined Brotz, AIFD, created this vintage- by brides. Vintage as a theme isn’t new, style headband with sheet moss, but 2011’s trend leans toward one era in crespedia, ranunculus, turkey particular: the Roaring ‘20s, said Robbin feather and decorative wire. Yelverton, AIFD, PFCI. The co-owner of Blumz…by JR Designs in Detroit and Ferndale, Mich., terms this “Prohibition chic,” and credits its influence to the popularity of hBO’s “Boardwalk empire,” a period drama set in atlantic city. “Before, every once in a while you’d have the quirky couple who enjoyed dressing up in costumes and had their bridesmaids in flapper dresses and groomsmen in zoot suits,” Yelverton said. “now it’s not uncommon to hear brides describe their dresses as ‘vintage with a drop waist’ or mention black and white shoes.” s know it, own it, sell it ko The throwback to F. scott Fitzgerald’s heyday is an opportunity to get ostenta- JulieMi tious. seize it by suggesting a lavish hair- Yelverton said. For her Berkeley brides, stocking up on era-appropriate embellish- piece, for instance. When a bride wears Brotz has fashioned a headband with a ments for tabletops, bouquets and cor- a French twist or a bun, “you can nestle peony and a feather to complete a bride’s sages such as beads, sequins, feathers, a decorated comb right in her hairstyle,” Prohibition style. Brotz also suggests broaches and art Deco accent pieces. 34 FLORAL MANAGEMENT | MARCH 2011 | WWW.SAFNOW.ORG 4. into the wild 5. en pointe Darren aronofsky’s “Black swan” may have exposed some not-so-graceful, D nightmarish elements of the ballet world, elan but it also showed off some downright V le dreamy costumes. “By the end of the c year, i predict ‘Black swan’ will be sec- issa R ond only to the royal wedding in driving a l — bridal trends,” McGukin said. “On every T h runway, in every bridal magazine and G i R every bridal boutique, you see the same very feminine details — tulle, corsets, crinoline — that ballerinas wear.” ashaGullish; s know it, own it, sell it — ft Play with extraordinarily soft textures e l (garden roses, peonies, ranunculus), outdoor opulence San Francisco designer Marisa Tsikounas black and white designs, satin ribbons shows how décor can be rustic, but refined.
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