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 weddings 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 inventory 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. for bouquet handles, chic headpieces Forget mothers of the brides, it’s Mother bastardization of defined, delicate fabric, (try a black French net sprinkled with Nature who’s calling the shots and set- like burlap with silk or lace, and pairing rhinestones) and feathers, Yelverton ting the tone on many a knot-tying these high and low containers, such as fine said. For some “Black Swan” inspired va- days. Yelverton, who isn’t geographically glass and a festive urn,” he said. rieties, see Fresh Choices p. 16. in farm country, has seen the aisle run Rustic means the end of “cookie- through a horse farm and an alpaca farm cutter glass containers,” Tsikounas at weddings he co-designed recently. said. “Brides want you to create visual Those not willing to gamble with the interest wherever you can — from layer- weather are bringing the outside in. “Of ing different ribbons on her bouquet to course, this is a romanticized, dream placing more modern arrangements in version of the outdoors — not the fam- weathered containers,” she said. “It’s like ily camping trip,” Yelverton said. “Think: taking an apartment with cement floors airy dresses, no bugs and perfect hair.” and brick walls, and decorating it with For flowers, “brides want them antique furniture.” to look freshly picked, or like they’re growing right out of the middle of the know it, own it, sell it table,” Sebenius said. For his high-end, This look (almost) always involves some low-country brides, he might start with organic components, Yelverton said — a birch trunk, then top it with a lush sometimes garden-like flowers (dahlias, arrangement of hydrangeas, seeded zinnias, marigolds, garden roses) and eucalyptus and Italian ruscus, accent- accessories (watering cans, planters, ing the base with moss and orchids. A tins), but could involve bamboo flatware budget-friendly version would use the for dinner, antique patina (oxidized same flowers, but fewer, arranged in a copper) signs and fabric with a nubby wooden box. When brides drop words texture. Whiskey barrels fit in well with such as “rustic,” “green” and “organic,” these weddings, said Sharon McGukin, asha Gullish asha think multi-textures. “These weddings AAF, AIFD, PFCI, author of “Flowers for S black (and white) beauty are your opportunity to pull out the the Heart: A Bride’s Guide to Choosing Marisa Tsikounas’s design speaks to unique greens like pittosporum and Flowers for Her Wedding.” the ballerina chic trend emerging from Galax leaves,” Sebenius said. Need inspiration? Get outside! the popularity of “Black Swan,” using You don’t have to head for the hills Farmers’ markets and consignment peonies, garden roses, cymbidium or hop a tractor to get a glimpse into this shops can yield inexpensive, distinc- orchids, plum leaves, black eucalyptus rustic scene. Prosser finds inspiration tive linens and jars. Be sure to tap your leaves and chocolate cosmos. at Anthropologie, a women’s apparel, wholesaler’s expertise to learn about accessories and home furnishings retail available greens and containers you store known for its ethereal shabby chic might not use regularly. feel. “What brides really gravitate to is a

The magazine of the Society of American Florists (SAF) 35 Meet the Trend-Watchers svenja brotz, aifd of Floral Associations); Voted Metro go-to trend tools: AIFD Symposium; Chestnut & Vine Detroit’s “Best Florist” 2007 bridal television shows, bridal magazines Floral Design; go-to trend tools: bridal blogs, and blogs Berkeley, Calif. bridal magazines, bridal television shows years in tom sebenius business: 15 ian prosser, aaf, aifd, pfci Starbright Floral average bride’s Botanica Interna- Design; New York, floral and tional; Tampa and N.Y. décor budget: Orlando, Fla. years in busi- $5,000 years in ness: 6 2010 wedding tally: 68 business: average bride’s accolades: “People’s Choice” 2010 30+ floral and winner at Teleflora’s annual “California’s average bride’s décor budget: Top Ten Design Competition”; exhibitor floral and $5,000 at “Bouquets to Art” fundraiser at San décor budget: 2010 wedding tally: Francisco’s de Young Museum $4,000-120,000 40-50 go-to trend tools: art exhibitions, 2010 wedding tally: 100+ accolades: 2010 “Best of” by City- newspapers’ style sections, architecture accolades: 2010 Event Solutions Search, 2010 “Top Florist in NYC” from magazines Designer of the Year the Knot go-to trend tools: Grace Ormonde, go-to trend tools: InStyle Wed- julie stevens BRIDES dings, Martha Stewart Weddings, New Julie Stevens York Magazine: Wedding Issue. “Other Designs; Sonoma sharon mcgukin, aaf, aifd, pfci times, I just do a Google image search and Marin, Calif. Independent design- for ‘centerpieces’ and when I find one I years in er, Author of “Flow- like, I go to the florist’s website.” business: 15 ers of the Heart average bride’s - a bride’s guide to marisa tsikounas floral and choosing flowers for Michael Daigian décor budget: her wedding” Design (shown in $5,000-6,000 accolades: photo); 2010 wedding tally: 60 President of AIFD, San Francisco accolades: Work appeared in Elegant speaker with Teleflora’s Education years in Bride, Real Simple Weddings, San Fran- Specialists and Smither’s-Oasis business: 33 cisco Weddings, the Knot and Style Me Design Directors average bride’s Pretty go-to trend tools: bridal blogs, floral and décor budget: $5,000- go-to trend tools: the Knot, Bride & bridal magazines 25,000 Bloom, InStyle Weddings, Real Simple, 2010 wedding tally: 23 Grace Ormonde, BRIDES, Town & Coun- bj dyer, aaf, aifd accolades: published in the Knot, try; International Special Events Society; Bouquets; Denver Grace Ormonde, San Francisco Brides, networking with wedding planners and Beavercreek, C-Weddings, Martha Stewart and Fusion Colo. Flowers robbin yelverton, aifd, pfci years in go-to trend tools: Style Me Pretty, Blumz…by JRDe- business: 25 100 Layer Cake, Green Brides signs; Detroit and average bride’s Ferndale, Mich. floral and years in décor budget: business: 30+ $3,000 average bride’s 2010 wedding tally: 100 floral and accolades: 2003 Denver Metro Cham- décor budget: ber of Commerce Small Business of the $3,500 and up Year; Winner of three ICON awards, rec- 2010 wedding tally: 90+ ognizing the top companies in Colorado’s accolades: 2010 National Floral special events industry; two-time Floral Designer of the Year (National Alliance Management Marketer of the Year

36 FLORAL MANAGEMENT | MARCH 2011 | WWW.SAFNOW.ORG 6. center stage These days, when guests hear the clinking of spoons on champagne flutes, they’re no longer directing their attention to the front of the room. Now in vogue: a super-sized round or rectangular table, large enough for the bride and groom, their attendants and dates. Called the “empire,” “king” or “queen” table, it sits in the center of the room, with smaller guest tables branching out around it. “People have caught on that the chairman or head table was awkward,” Yelverton said. “Sitting everyone on one side stifled conversation; it separated people from their dates and it ultimately became a collection of coats, shoes, purses and empty glasses once the music started.” This new seating arrangement still designates a table of honor, but it fits in with the rest of the room. “It’s a lot less stuffy than its predecessor and it’s a lot of fun for floral design, ” Yelverton said.

know it, own it, sell it For budgets that don’t allow for flowers on every guest table, the move to centralized seating helps the bride provide a show- new arrangement Forget the head table. stopping but not bank-breaking look.“It’s natural: When you Wedding parties nowadays enjoy centrally located walk in a room, your eye zeros in on one spot,” Yelverton said. and more inclusive seating at an empire table, like this one Robbin Yelverton, AIFD, PFCI, designed.

7. come into the light

“Lighting is one of the biggest emerging trends,” Stevens said of her Sonoma County brides, emphasizing the appeal no matter the length of the guest list. Color washes, leaf motifs and mono- grams projected on the wall and dance floor are highly prized in her market.

Prosser, too, has seen increased re- s t

quests for extra illumination. The mother en of a bride recently asked him what “one Ev thing” could make the reception more an fabulous. “I suggested splurging on pro- org fessional lighting,” Prosser said. When M d ? an?

the wedding day came, the mother was t h g

so astounded by the added glamour that i L

she didn’t flinch at the $7,500 lighting ot package. Lighting presents one more G light style Brides beg for extra flash, such as the color splashes opportunity for personalization, such used at this wedding Marisa Tsikounas helped design. as taking the pattern from the invitation and shining it on the wall, he said. Dyer know it, own it, sell it controlled units, and be aware of your frequently incorporates lighting into his Network with lighting professionals. competitors’ fees, he said. “Lighting is reception decorations, most often to Know their skill sets and prices so you an add-on sale, so we charge what the add color splashes to the room, but also can inform your brides. Discuss potential market will bear,” he said. If a DJ or hotel to uplight focus points. “Think about it, partnerships so you can get a cut for offers a more affordable package, he’ll lighting completely affects how good bringing them clients. If you’re doing scale back his price to be in the same your other services look,” he said. the set-up, be prepared to spend more ballpark. But if he knows a bride’s only time with the venue’s facilities people. other option is a professional lighting Plan to purchase your own equipment? company, he’ll “stretch the cost to be just Dyer recommends LED-battery remote below them,” he said.

38 FLORAL MANAGEMENT | MARCH 2011 | WWW.SAFNOW.ORG 10. thoroughly modern

8. one flower, one love simply chic Julie Stevens used white and green hydrangeas, white peonies, orange parrot tulips and kumquats for this monofloral-designed reception. While brides may want an eclectic as- thetics of a Cobb salad, compared to a sortment of tins, jars and trinkets on tossed salad,” Dyer said. the table, they are increasingly going for arrangements of only one flower type. know it, own it, sell it With an abundance of small, compact To do the monobotanical look, invest in containers, monofloral designs shine for an inventory of geometrically shaped their cool, clean look, Dyer said. vases — cubes, orbs, cylinders, rect- Some brides can’t commit to just angles and spheres — for rental and one variety, but still like a crisp, com- choose clean, bold flower varieties with partmentalized look — that’s where strong lines, Dyer said. His favorites: cal- “grouping” comes in. This technique las, anthurium, hydrangeas, tulips, roses, polished mechanics Tom Sebenius uses multiple varieties but keeps like protea, orchids and gerberas. manipulated the stems of callas for a buds nestled together: “Think of the aes- look that’s cool and contemporary.

9. fancy, frilly frocks “For every trend, there is a counter- trend, and it usually follows the 80/20 Sebenius, a voracious reader of InStyle Those demure dress details can be a ratio,” McGukin said. So for the majority and Martha Stewart Weddings, has de- dream for floral designs. who fawn over dainty details, there’s an tected a demand for detailed gowns in equally devoted subset who want their 2011. “Brides are going back to lace, as know it, own it, sell it weddings to be bric-a-brac free. They well as floral embellishments,” he said, Scan her dress for its most brilliant don’t want curio; they want clean, cool looks that make him inclined to reach for asset. When a bride showed him her and contemporary. Their No. 1 request? softer flowers, such as roses and peonies. gown, which featured a giant blossom on “Callas!” said both Dyer and Sebenius of In California, there’s been a definite shift to the hip, Yelverton suggested a bouquet the versatile flower available in a wide flowy, airy fabrics — namely chiffon — for that would let that fabric flower get even spectrum of colors. Sebenius suspects brides and their attendants, Stevens said. more mileage. Removing petals from a it’s the sturdy flower’s “strong line gladiolus, he built a massive camellia and neat, polished look” that garners demure details Sharon McGukin, —“a glamelia” — with a “stamen” made so much adoration. Other frequent AAF, AIFD, PFCI, replicated the ruffled of rhinestones, crystals and pearls. “She requests in this category include sub- hem on a bride’s dress on her bouquet. fell in love with that dress, so you can merged flowers and cube designs with a only imagine her excitement when she leaf wrap. saw I recreated its main detail in her bouquet,” Yelverton said know it, own it, sell it McGukin had a similar experience Review your portfolio. If you do not have when doing flowers for her daughter’s section that reflects this trend, create a friend. Upon spotting the satin ruffle at the few composite arrangements that exem- hem of the bride’s dress, McGukin grabbed plify chic, sleek mechanics. a hotel iron to press folds into the ribbon on her bouquet’s handle, while the bride got Katie Hendrick is the assistant in k dressed. “My daughter teased me about editor of Floral Management. being so detail obsessed,” McGukin said. [email protected]. n McGun “Of course, she was completely excited to ro show it off to her friend, who was just de- ha S lighted with that final touch.”

The magazine of the Society of American Florists (SAF) 39