The Bloom of Time Adrienne Moore Styles for Weddings Story Begins on Page 4

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A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. | July/Summer 2014 • Volume 23 - Number 3 The Bloom of Time Adrienne Moore Styles For Weddings Story begins on page 4

Adrienne Moore in The Bloom of Time studio.

Katie Pritchard Photography

By Design: Summer’s Bold Colors and Patterns Turn Up the Heat See Page 12 Welcome Summer with Fresh Beautiful Blooms at the Original Los Angeles Flower Market 754 Wall Street, Los Angeles, CA 90014 / Visit us at www.OriginalLAFlowerMarket.com

D Enlarged to show market vendors

Hours: Trade/Wholesale: Mon-Wed: 2 to 8 am; Tues: 5 to 6 am; Thurs: 5 am to noon; Fri: 2am to 3 pm; Sat: 5 am to 3 pm. Public: ($2 admission weekdays; $1 on Saturday) Mon-Wed: 8 am to noon; Tues: 6 to 11 am; Thurs: 6am to noon; Fri: 8am to 3 pm; Sat: 6am to 3 pm. For holiday and special hours, see www.LAFlowerDistrict.com. The Merchants of the Los Angeles Flower Market of the American Florists Exchange, Ltd .

Los Angeles Flower Market 1. JX Grand Tree Inc ...... 213. 833 .0002 23, Mellano & Company . . . 213. 622 .0796 Street map above 33, 34. Full Service 3. Imported Flowers from Paradise, Inc . . . . . 626. 548 .2295 24. Valle Wholesale . . . . . 213. 688 .8810 A. Lee’s Orchids ...... 213. 627 .8880 4. Dan Stamis Wholesale . . . 213. 622 .6770 Full Service B. Floral Delivery Co-op . . . . 213. 623 .6974 Greens 26. Gonzalez & Sons 213 387 .1357 5. Blossom Valley ...... 213. 891 .9320 Wholesale Flowers . . . . 213. 627-7678 C. Paul Ecke Poinsettias . . . . 213. 622 .8667 Roses Miscellaneous Cut Flowers December Only 6. G .M . Floral ...... 213 489 .7050 27. C&K Wholesale ...... 213. 327 .0313 D. See detail (above right) Full Service 28. Ted’s Evergreens . . . . . 213. 624 .9510 E. CasaBlanca ...... 213. 488 .3321 7. Dayro’s Wholesale . . . . . 213. 623 .5177 29B. Greens Full Service Roses & Cut Flowers F. Mellano & Company . . . . . 213. 622 .0796 7A. Flower Salad ...... 213. 624 .1974 29A. Vases by Robert . . . . . 818. 434 .1512 Full Service Miscellaneous Cut Flowers, Greens - 30 Ceramics G. Mellano & Company 7B. Dayro’s Wholesale . . . . . 213. 623 .5177 31. Balloons Away ...... 213. 683 .8819 Wholesale Florist ...... 213. 622 .0796 Roses & Cut Flowers 32A. Gilbert Wholesale . . . . 213. 689 .9564 Full Service 8. Designer Direct I. BNB Floral Supply ...... 213. 623 .0063 Showcase Inc ...... 213. 488 .9795 32B. A Ruiz Wholesale . . . . . 213. 622 .3695 Exotic Cut Flowers Floral Supplies Floral Supplies J. Shibata Floral Company . . . 213. 995 .1299 10. Tommy’s Flower Land . . . 213. 622 .1205 36. - Tropical U .S .A ...... 213. 614 .1915 Floral Supplies Roses 38. Exotic Cut Flowers K. Floral Supply Syndicate . . . 213. 624 .3982 11. Eliseo’s ...... 213. 627 .4898 39. World Coffee Kiosk / Floral Supplies Miscellaneous Cut Flowers Coffee Bean Cafe . . . . . 213. 614 .6885 L. Moskatel’s, Inc ...... 213. 689 .4650 12A-. Kimura Plus ...... 213. 488 .1620 40. S .O .S ...... 213. 896 .0322 Floral Supplies 13A 42. Miscellaneous Cut Flowers M. Stamis Wholesale ...... 213. 622 .6770 12B-. Camila’s Wholesale ...... 323 317 .1211 Floral Supplies 13B 43. Growers Direct ...... 213 688 .8855 Cut Flowers N. Floral Prop Rental ...... 213. 622 .1700 14. Choice Flowers ...... 213. 489 .8377 Floral Supplies Miscellaneous & Exotic Flowers 44. Paradise Gardens . . . . . 213. 488 .5144 Full Service O. Chris Flowers Full Service . . . 213. 488 .1797 15- Julia’s Wholesale . . . . . 213. 891 .1514 17 Roses & Cut Flowers Jay’s Plants ...... 213. 612 .0353 45. Orchid Oasis ...... 213. 627 .3805 P. LA Flower District 18. Zavala Wholesale Flowers . . 213 488 .0085 Orchids Association (Badge) . . . . . 213. 627 .3696 20. Cal Pom Pons ...... 213. 623 .6651 50. Sanchez, Martin . . . . . 213. 629 .4154 Q. Décor Center ...... 213. 629 .6949 Supermarket Florals, Rose Petals & Roses Fruit, Candy & Stuffed Animals

2 Where Good Ideas Are Always In Bloom Contents

This newsmagazine is published quarterly (January 1, April 1, July 1, Octo- Los Angeles Flower Market Map 2 ber 1) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloominnews.com. Subscription and advertising details at BloominNews.com. Cover Story: Publisher The Bloom of Time — Original Los Angeles Flower Market Adrienne Moore styles for weddings of the American Florists’ Exchange (and all of life’s special occasions!) www.originalLAflowermarket.com 4 754 Wall Street, Los Angeles, CA 90014 Mon.-Fri., 6 am to 2 pm Market Information: 213 622-1966 People and Places 6 Market Manager/Mellano: 213 622-0796 Board of Directors American Florists’ Exchange, Ltd., Los Angeles Flower Market Potpourri 8 Christine Duke, Lizbeth A. Ecke, Jim Mellano, Jon Prechtl, John Williams, Christopher Calkins Happenings/Calendar Original Los Angeles Flower Market Hours & Info 10 Maps, Tenants, Hours, the Season's Flowers and More can be found at www.originalLAflowermarket.com By Design: Editorial and Advertising Peggi Ridgway, Wordpix Editorial Solutions Summer’s Bold Colors and 5146 East 23rd Street, Tulsa, OK 74114 Patterns Turn Up the Heat 12 Phone: 800 200-1101 Email: [email protected] • www.bloominnews.com Art Director Roundabout 14 Michael Wheary, Calypso Concepts LAFD Association Member Badge Program Frank Reyes More Than 90 Years’ of Service 766 Wall Street, Los Angeles, CA 90014 www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696 Subscribe It’s YOUR Those working in the California floral and horticultural industries may join our mailing list at no cost. Subscribe at BloominNews.com to the print and/or email editions. Get the digital version at http:// Flower Market! bit.ly/laflower or text FLOWER to 42828. Disclaimer Neither the Bloomin’ News nor the Original Los Angeles Flower Market recommends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers.

Advertise in Bloomin’ News Visit Bloominnews.com or contact our editor for advertising rates, dimensions and details. Advertise in color. We’ll design your first ad for free! The Original Index to Advertisers

BottomLine Brokers, Sean Edelstein ...... Page 9 Los Angeles Flower Market Calif Flora / CSFA ...... Page 16 www.OriginalLAFlowerMarket.com Floral Supply Syndicate ...... Page 7, 9 Mayesh Wholesale Florist ...... Page 6 A Wonderland of Quality, Freshness, Variety, Mellano & Company ...... Page 11 Selection and Great Pricing Original Los Angeles Flower Market ...... Page 3 Original Los Angeles Flower Market History Book . . Page 6 754 Wall Street, Los Angeles Teleflora ...... Page 15 LAFlowerDistrict.com Wordpix/My Floral Notecards ...... Page 8

THE BLOOMIN’ NEWS 3 SUMMER 2014 THE BLOOM

Hand-selecting blooms:TIME Double tulips, antique gold roses, narcissus, amaranthus. Katie Pritchard Photography Adrienne Moore Styles For Weddings (and all of life’s special occasions!) By Peggi Ridgway

“Inviting and artful” is the expression Adrienne of oohs, aahs, and happy wedding parties. Moore uses to describe the environment she creates Moore is self-taught in the floral design indus- to enhance each client’s unique story. When a bride- try and considers the Los Angeles Flower Market her to-be says she wants a Moroccan wedding theme, hands-on floral design college. “The challenge for me bird cages with vines and flowers, or retro Palm was always more ‘botanical’ than design,” she says. “I Springs visuals, Moore’s imagination goes into high had to learn the products (flowers, fillers, greens) and gear. Building upon a strong art and design college how to handle them and work with them.” education, her sharp eye for color and composition She credits the many mentors she has met becomes a valuable tool that typically results in a lot along the way. Wholesalers like Mellano & Com-

4 pany and Mayesh Wholesale selection, and quality of gor- Florist were there to help geous, fresh flowers. her transition from artist to For Adrienne Moore, the THE floral designer. Weekly (or “fun part” of shopping in more frequent) visits to the downtown Los Angeles, even BLOOM two major wholesale markets though she’s done her home- in the Los Angeles Flower work, is doing a “lap through District have provided her the markets and making com- Hydrangea, roses, lilac, lavender, vi- with a priceless opportunity burnum in The Bloom Of Time Studio. parisons. What’s fresh? What’s to study the flowers and to Katie Pritchard Photography unique? What’s new? Results be mentored by knowledge- are best when I have an open able people like Mellano cus- mind. I like to experiment and tomer sales representative and be creative.” designer, Amy Ha. And that’s a good place to Moroccan- Amy Ha has personally vis- Inspired start in making her wedding vignette by ited Moore’s design studio and The Bloom and special event designs espe- the two meet whenever Moore Of Time, with cially “inviting and artful.” peonies, has special event and wedding message Follow The Bloom of Time on roses, sea requirements. Ha, with a flo- coral. social media and visit the website ral design and retail floral shop Zoom Theory Photography at Thebloomoftime.com.

Adrienne Moore background in Beverly Hills, OF designing a bouquet. Katie Pritchard tries to “understand customers’ Photography needs visually, including the cus- TIME tomer’s design style.” Because of her strong client relation skills and design expertise, Moore trusts Ha to help her make the right buying decisions. Moore values the working relationships with her suppliers, and the benefits of shopping at the Market. “When I’m going to the Original Los Angeles Flower Market, I know in my head ex- actly what I need,” Moore says, mentioning that she also pre-

orders many of her flowers from Moroccan Bridal Bouquet by The Bloom Market wholesalers. Moore says Of Time – chrysanthemums, peonies, garden roses, delphinium. the Los Angeles Flower Market Zoom Theory Photography is unique in its abundant variety,

5 PEOPLE & PLACES

Bloomin’ News Welcomes Kit Wertz Readers of The Bloomin’ News are delighted with the introduction in our Spring issue of Kit Wertz’s floral design page. Kit is a professional floral designer with fifteen years’ experience. Co-owner with floral designing sister Casey Schwartz of Flow- er Duet, Torrance, Kit holds a bachelor’s degree in Journalism from James Madison University and worked as a photo-jour- nalist before moving to Los Angeles where she worked as a graphic designer. She is also a certified Project Management Professional. Kit’s interest in floral design began when on assign- ment in The Netherlands, where she became exposed to the reverence of the Dutch for flowers, a floating flower market and floral still life paintings by Dutch Masters. That interest accelerated when she visited the Los Angeles Flower District and when she created,

with Casey’s help, her own wedding flowers. Kit has taken many formal floral design classes, worked as an Internet marketing professional for international companies and with Casey, has built Flower Duet into a full-time business. She has been interviewed by online magazines and appeared on television and she regularly teaches floral design classes at Flower Duet, The Huntington Library, Art Collections and Botan- ical Gardens and The South Coast Botanic Garden and organizations throughout the Southland.

FSS Introduces David Marabella Floral Supply Syn- dicate has hired David Marabella as Director of Sales. In this newly created position, Marabella will identify and develop A Priceless Gift new opportunities and focus the sales programs 150 Years of Floral History • $35 including shipping Pay by check to: American Florists Exchange, c/o Mellano, and training for 120 FSS 766 Wall Street, Los Angeles, CA 90014 employees in 20 U.S. lo- cations. David has more

THE BLOOMIN’ NEWS 6 SUMMER 2014 PEOPLE & PLACES

than 20 years’ experience in the industry. He was Rose Tournament most recently Regional Sales Representative with Grand Marshal Highland Supply Corporation and spent eighteen Named years as President and Creative Director for a floral Olympian and World manufacturing company supplying floral designs to, War II prisoner of war among others, Williams Sonoma, Harry and David, Louis Zamperini, an 1800Flowers and FTD. “There are not many people American hero, will who bring together (David’s) ‘can do’ attitude, in- be the Grand Marshal dustry knowledge, as well as his organizational and for the Rose Parade. great people skills,” says Michael Mariani, Chief of Zamperini, age 97, has Operations. More details at FSS.com. a life story that illustrates the strength of human Debra Baldwin Shares Succulent spirit, from his days as Care and Design in Videos an Olympic sports hero Speaker, author and garden photojournalist Debra to surviving 47 days in Louis Zamperini Lee Baldwin, who has authored three best-selling the Pacific Ocean on a books about succulents, has produced more than 50 raft to persevering for two years while in captivity. YouTube videos of tips on design, plant care and se- Moviegoers will appreciate his story in the upcoming lection and how to com- film, “Unbroken,” based on a book he wrote. bine succulents in eye- President for the 2014-2015 Tournament of Roses, catching and intriguing Richard L. Chinen will provide leadership for the ways. Some videos fea- 126th Rose Parade and the 101st Rose Bowl Game, ture top floral designers. which will host the first College Football semifinal. At under five minutes each, the videos are en- joyable and can be found by typing “Debra Lee Baldwin” into Youtube’s search bar.

Two Students Get Ecke Scholarship The American Floral Endowment awarded a $10,000 Paul Ecke Jr Scholarship to not one, but two, highly promising students recently. One recipient is Joshua Craver, who will soon begin a doctoral program in horticulture at Purdue University; and the other is Emma Lookabaugh, a North Carolina State University floriculture research doctoral student.

Roses Foundation Gives $100,000 The Pasadena Tournament of Roses Foundation has awarded $100,000 in grants to 28 civic, educational and cultural organizations in the San Gabriel Valley. Six of the groups are first-time grant recipients. Established in 1983, the non- profit Foundation funds sports and recreation, visual and performing arts and volunteer motivation and leadership development.

THE BLOOMIN’ NEWS 7 SUMMER 2014 POTPOURRI

Sunroad Int’l Flower Market operations and certain assets of Billingsley Wholesale Opens in Carlsbad Florist, based in Portland, OR. Billingsley began Sunroad Enterprises opened its International Flower operating under the Mayesh name on March 31 and Market at 5858 Dryden Place in Carlsbad, San Diego represents Mayesh’s seventeenth branch. County, recently, featuring the vendors once housed at the Carlsbad Floral Trade Center on Avenida AIFD Website Now Bi-lingual Encinas. More than 20 tenants include Floral Supply The American Institute of Floral Designers has Syndicate, Mellano & Co., Holland Flower, Corina’s added a Google language translator to its website Wholesale, Ramirez Wholesale, Alliance Floral, JR at Aifd.org. The translator feature was added to Wholesale, KT Orchids, Manny’s Wholesale, Twins accommodate AIFD’s growing, diverse membership Flower Growers, Verenice Flowers and others. The and others interested in the association. new space offers 55,000 square feet, with leasing managed by the CBRE Group in Carlsbad. Crucial Steps Taken for Drought Relief Mike Mellano, CEO, Mellano & Company, Senator Dianne Feinstein (D, CA) authored a bill, and Leo Gordillo, also from Mellano & Company, passed in May, that allows federal agencies to give grants provided much needed transition guidance. Mellano and fund pilot programs to increase water in reservoirs says the new market “offers both a great place to do of river basins with a direct impact on the state’s water business and a welcome level of certainty to the local supply. Voluntary conservation measures have been in flower industry.” Sunroad Enterprises is a diversified place for some time in California, in this driest of years holding company founded in 1977 in San Diego. on record. Some flower farmers have found applications for used water, such as watering flowers in planters and Mayesh Acquires Billingsley cleaning purposes. Cutting out non-essential use of Mayesh Wholesale Florist has acquired the business fresh water is key to conservation for the entire state.

“You are doing a Terrible Job” Notecards They’ll Notice Becomes a Challenge A few months ago, the American Floral Endowment board of trustees visited the University of California, Davis in conjunction with their board meeting. Presentations included a “flower power” class by Heiner Lieth, Ph.D. More than 350 students are enrolled in Lieth’s course, in which he encourages them, in a fun way, to develop interest in floriculture. As a result of a group discussion, students told the floral industry: The industry is doing “a terrible job” of getting flowers into the hands of young people. AFE took that message to heart and is now in talks with Professor Lieth to address the issue through a • 4 x 5” floral themed notecards with a blank inside scientific survey. • Great gift item for your flower shop SAF’s Leaders Introduce Councils “We’ve been operating with essentially the same FloralDeliver Your Message Notecards with a Floral Flair basic eight-committee structure for the past 25 years,” says Shirley Lyons AAF PFCI, president, Society of Contact: Peggi Ridgway/Wordpix American Florists. SAF’s volunteer leadership structure www.MyFloralNotecards.com • [email protected] has been reorganized into three more streamlined and A little division of Wordpix, producer of the Bloomin’ News. mission-focused Joint Councils to address Consumer, Government and Members. In addition, an Awards task

THE BLOOMIN’ NEWS 8 SUMMER 2014 POTPOURRI

recently with his arrangement titled “Outta the Box.” The online voting attracted more than 3 million social media impressions as people voted for the design that most inspires a friend to live life to the fullest, depicting the notion, “Live Colorfully – Dare to be Different.”

OFA Short Course Renamed OFA – An Association of Horticultural Professionals and the American Nursery & Landscape Association, which joined to become AmericanHort some time ago, have renamed the OFA Short Course to Cultivate – An AmericanHort Experience.

AFE’s Video Honored - Twice The “Murder, Sex and Greed” floral animated awareness video produced by the American Floral Endowment was recently recognized with a 2014 American Advertising Award (a Silver ADDY). The competition included 647 entries from 87 agencies, fifteen entries in Animation. In May, the video earned the Gold Circle Award from the Center for Association Leadership, for its excellence, innovation and achievement.

force and a Convention task force have been created. Sell Your Shop Faster & for the Highest Price! Three existing councils (Growers, Wholesalers and Retailers) remain in place.

Did You Know? In addition to the print version of The Bloomin’ News, which is seen by 5,000 subscribers or more, the San Bernardino County Florist for Sale Original Los Angeles Flower Market also sends an • Established clientele email newsletter summarizing the newest Bloomin’ • All assets included News and providing a link to the PDF online version. • Teleflora Subscribe to the email at BloominNews.com or • Low rent on a major street OriginalLAflowermarket.com. • Owner training New owner with fresh ideas and online mar- New Website Launches keting knowledge could The American Floral Endowment has launched take this half-century-old a new, improved website at Endowment.org, to shop to the top. serve as the hub for its activities. Employing latest technology, the site is mobile-friendly and offers free Buy or Sell With Confidence research reports, applications for funding and countless Sean Edelstein 949.551.2060 other resources for those in the floral industry. [email protected] Orange, Riverside, San Bernardino & Los Angeles Counties Flower Shop Broker VaseOff! Champ Named Virginia florist Bryan Swann won the Society of DRE#01926680 American Florists’ “VaseOff!” All Stars challenge Selling flower shops SINCE 1997

THE BLOOMIN’ NEWS 9 SUMMER 2014 CA L ENDA R

Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more. Our calendar listings help you tie your business promotions to special events and observances. JULY Technology & Profit Summit at 30 to September 29 Los Angeles 3 – 7 AIFD 2014 “Transition – Trans- World Market Center, Las Vegas. County Fair, Fairplex, Pomona. LA- formation” Symposium, Hilton Chicago, Sponsored by Florists for Change and CountyFair.com. Chicago. (410) 752-3318 or AIFD.org. Real Local Florists. Non-members $149. Register at Reallocalflorists.com or 404 SEPTEMBER 4 Independence Day 292-8446. 1 Labor Day 11 to August 10 Orange County Fair, 30 to August 10 Ventura County OC Fair & Event Center, Costa Mesa. Fair, Fairgrounds, Ventura. Ventura- 6 Gala in the Garden, San Diego CountyFair.com. Botanic Garden, 5-9 p.m. SDBGarden. 12 “Green Thumb 101: Basic Propa- org or 760 436-3036. gating.” Bring your gardening gloves! $20 non-members. Descanso Gardens, AUGUST 1418 Descanso Drive, La Canada 7 Grandparents Day 3 Sisters Day Flintridge. Register by July 5 at Descan- sogardens.org or call 818 949-4200. “Sympathy Tributes: A Modern Ap- 4 – 6 FTD Boot Camp graduates’ proach,” with John Hosek AIFD PFCI, advanced course, Downers Grove, IL. 12 – 15 Cultivate14 (formerly OFA Teleflora, Oklahoma City. 800 456-7890, 800 788-9000 or FTDi.com. Short Course), Greater Columbus x.6234 or Myteleflora.com. Convention Center, Columbus, OH. 614 487-1117 or Cultivate14.org. 7, 14, 21 “Music on the Main Sum- 11 Patriot Day mer Jazz,” Thursdays, through August 13 “Summer Splendor Vase” floral 21, 6 p.m. Descanso Gardens, 1418 11 – 14 World Flower Council design class at South Coast Botanic Descanso Drive, La Canada Flintridge. Summit, Croatia. 954 444-6445 or Garden, by Flower Duet of Torrance. Descansogardens.org. Worldflowercouncil.org. 310 792-4968 or Flowerduet.com. Regis- ter at 310 544-1948. 10 – 13 “Business Smarts Summit – 13 International Chocolate Day Operating a Successful Retail Shop,” 15 Fresh Produce & Floral Council with Paul Goodman CPA, Vonda 17 Citizenship Day So. California Expo, Anaheim. LaFever AIFD PFCI and Marie Ackerman 714 739-0177 or FPFC.org. AIFD PFCI AAF, Teleflora Education Ctr, Oklahoma City. 800 456-7890, x.6234 or 19 POW/MIA Recognition Day 16 – 21 GALLA – Give And Live Los visit Myteleflora.com. Angeles – LA Mart Gift & Home & Design 22 American Business Women’s Day Market. 800 526-2784 or LAmart.com. 13 – 16 SAF’s 130th Annual Con- 25 Los Angeles Flower District tour vention, Marriott Marco Island Resort, 19 Los Angeles Flower District tour with Kit Wertz and Casey Coleman of Marco Island, FL. 800 336-4743 or 703 with Kit Wertz, Casey Coleman of Flower Duet, Torrance, 7-9 a.m., $20. 836--8700 or SAFnow.org. Flower Duet, Torrance, 7-9 a.m., $20. 310 792-4968 or Flowerduet.com. 310 792-4968 or Flowerduet.com. 14 American Floral Endowment “Summer Rustic” floral design “Fall Chocolate Flowers” floral 2014 fundraising dinner, Marco Island, class using jars, burlap, wildflowers, design class at Flower Duet, 2675 FL. Sponsorships available. 703 838- wood slabs, at Flower Duet, 2675 Skypark Skypark Drive, #205, Torrance; 10:00 to 5211 or Endowment.org. Drive, #205, Torrance; 10:00 to Noon, Noon, $85. 310 792-4968 or Flowerduet. $85. 310 792-4968 or Flowerduet.com. com. 19 CalFlowers Town Hall Meeting, 19, 26 “Music on the Main Summer Sheraton Carlsbad Resort & Spa, Carls- 25 – 26 Rosh Hashana Jazz,” Thursdays, June 19 – August bad. 831 479-4912. 21, 6 p.m. Descanso Gardens, 1418 27 “Late Summer Flowers” floral Descanso Drive, La Canada Flintridge. 19 – 21 Plantscape Institute of design class, Huntington Library, San Descansogardens.org. America (PIA) 24th conference with Marino. By Flower Duet, Torrance. 310 2014 Independent Garden Center 792-4968 or Flowerduet.com. 20 – 26 Teleflora Make Someone Show, IGC Chicago, Navy Pier, Smile Week Chicago. 707 462-2276 or PIAgrows.org.

27 Parents Day 21 Senior Citizens Day SAVE THE DATE 27 – 30 “The Art of the Party – CalFlowers Town Hall Member October 11-12 Creating and Selling Profitable Events,” Meeting, Fess Parker Doubletree Resort, “Calif Flora 2014,” California State with Tom Simmons AIFD, Teleflora Edu- Santa Barbara. Focus on areas issues Floral Assn, Mayesh, Riverside. cation Ctr, Oklahoma City. 800 456-7890, facing the California floral industry. x.6234 or Myteleflora.com. Details: 831 479-4912.

10 CONTACT INFO: LOS ANGELES 888-635-5266 mellano.com

MELLANO & COMPANY – YOUR DESTINATION FOR THE BEST WEDDING FLOWERS

RANG H TU HYD EA FRENC LIPS

PEONIES SPRAY ROSES

DO FLOWERS MATTER TO A BRIDE? The answer is obvious. Your brides trust you to deliver on her special day and we take this seriously as your source for high quality, well cared for ﬂowers. We don’t cut corners and hope you won’t either. We’re here to help. Call us for all of your wedding ﬂoral needs. by D E S I Use an open sphere to hold a single bloom for a cocktail or G accent design. This gerbera bloom stays fresh in a water tube attached to the globe by N navy blue aluminum wire. Summer’s Bold Colors and By Kit Wertz*

s the weather heats up, home brighter and bolder.” decorating stores are filled with For a geometric spin in floral arrangements, geometrics for outdoor living slip a cylinder vase inside a lace-patterned ce- with lattice-patterned pillows to ramic lantern or use stems of flowers to create kilim-inspireda (tapestry-woven) poufs. In con- interesting patterns below the water line in a trast, colorful floral print dresses appear in all clear glass vase. corners of the fashion industry from haute cou- Floral dresses by Dolce & Gabbana (D&G) ture to the neighborhood boutique. mimic actual Van Gogh and Renoir flower

Commenting on 2014 trends, Interior De- paintings. In an article about D&G’s 2014 Alta sign Society associate Kathy Prior says, “This Moda spring/summer 2014 line, Lisa Arm- spring and summer you are going to see even strong, fashion editor of The Daily Telegraph, more geometrics. The colors are going to be reported from the private workrooms in Milan,

12 “Flowers are everywhere, spilling out of vast huge variety of roses available from vendors at vases, tumbling over dresses.” The Original Los Angeles Flower Market, why Go for bold by taking a break from blush not have an explosion of color? tones and two-color palettes to incorporate mul- From the simple repetitive patterns of lattice tiple, deeply colored flowers in each design. to the sublimely rich colors of summer flowers, With so many choices of summery jewel-toned be inspired to kick up the heat in flower de- blooms like purple lisianthus, red gladiolus, ma- signs this summer. genta celosia, cobalt blue delphiniums and the

Professional floral designer and certified Project Management Professional Kit Wertz co-owns Flower Duet, Torrance, CA, with her sister, Casey Schwartz. Kit has worked as a photojournalist and online marketing professional and as a graphic designer and instructor in The Netherlands. She’s a popular guest of The Sweet Home, DIY Network and E! Entertainment Television. Kit teaches design, makes presentations and guides tours of the Los Angeles Flower District. Reach Kit through Flowerduet.com, her website.

Sources: http://idsdfw.com/ids-professionals-associates-tell-us-hottest-springsummer-2014-design-trends/ http://www.telegraph.co.uk/luxury/womens-style/23000/dolce-gabbana-alta-moda-springsummer-2014-inside-the-floral-home-of-elite- couture.html Patterns Turn Up the Heat

Making a pattern of stems to anchor ad- ditional flowers in a design adds an inter- Inspired by this past May’s White House Correspondents dinner, this esting dimension to a collection of flowers is representative of a bold-color initiative perfect glass vase. for a summer design.

13 ROUNDABOUT

Teleflora show at Mellano designer at “Events: Inspiration and Perspiration,” presented by the Shirley Haas Student AIFD Chapter at Golden West College. Congrats to Marilee Just, who has retired to Conway, South Carolina, to be a telecom- muting marketing and customer retention consultant.

Debra Prinzing, author of The 50-Mile Bouquet and founder Slowflowers.com, headed up the Flower Pavilion Stage at the San Francisco Flower and Garden Show in March. Various shows featured demonstrations by experts, including author Debra So Cal designers have been busy this summer! Tom Lee Baldwin, and designers Baylor Chapman, Max Simmons AIFD CFD CCF presented at Teleflora’s Gill, Natasha Lisitsa, J Schwanke, Pilar Zuniga Los Angeles Coast Counties Unit’s June 1 workshop and Stefani Bittner. at Mellano & Company in Los Angeles. On June 21, California State Floral Association sponsored a Mayesh Wholesale Florist Inc. has embraced the “Design and Dine” event at the Bixby House in American Grown movement, featuring an example Long Beach. The historic mansion provided countless on its website (Mayesh.com) of how to promote local niches and backdrops for artistic arrangements by local flowers. One of the ways to do that, of course, isto floral designers. CSFA has announced the 2014 “Calif register at Debra Prinzing’s SlowFlowers.com, a Flora” will be held at Mayesh in Riverside, October nationwide online guide to florists and designers using 11-12. (See our back page ad for details.) American-grown flowers.

The new Sunroad International Flower Market is American Grown flowers continue to achieve recog- open in Carlsbad. The new market is home to most of nition in national media, including the New York the vendors of the now-closed San Diego International Times’ story on homegrown flowers in the White Flower Market. Vendors like Floral Supply Syndicate house; and Wall Street Journal’s feature about Califor- and others held their own “open house” or “grand nia flower farmer Tara Kolla of Silver Lake Farms. opening” on June 3. Florists Review featured dramatic, lavish wedding de- In May, Kit Wertz and Casey Coleman of Flower Duet signs by René van Rems AIFD and a Viewpoint article co-sponsored with nine other companies, a “wedding by René, in its Spring issue, while including Melinda industry event” at Terranea Resort in Rancho Palos Lynch AIFD, Gini Ortega, Kathy Simeone, Verdes. More than 100 wedding professionals attended. Suzanne M. Smith, Winnie van Heerden, Melody King, Kelly Bishop and Jenny McNiece in its In March, Carolyn Fowler AIFD was the featured “Picture-Perfect Weddings” photo section.

Talk is (Not) Cheap This book by Jim McCann, founder and CEO to talk. He responded. Make your business of 1-800-flowers.com, sub-titled “The Art of popular, hold a theme event (like McCann’s Conversation Leadership,” holds a key to Wizard of Oz promotion), get known, and business success. Interestingly for retail flo- the resulting dialogue from new visitors to rists, in “Talk”, McCann shares anecdotes your shop will help you grow. Want to up- and stories about how he built his floral busi- grade your phones or software? Don’t search ness better because he opened his mind and online; talk to experts. Besides Toastmasters, learned to speak, one-on-one and to a variety McCann’s book may be your ticket to learn-

FOR YOU FOR of audiences. When people recognized him, ing the art of effective conversation. Available from ads in which he appeared, they wanted at online retailers for $18 (Kindle $6). BOOKS

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2 0 1 CALIF 4 FLORA “Preserving the Past – Presenting the Future”

Mayesh Wholesale Florist, 2295 Eastridge Avenue Riverside, CA 92507 • 951.571.9560

Saturday • October 11 • California Certified Florist Exam • Hands-on Design Classes • Student Design Competition

Sunday • October 12 • “Top Ten” Floral Design Competition • Afternoon Design Show • Trade Show, New Varieties, Silent Auction, CCF Pinning, CSFA Annual Meeting

Enjoy the programs and camaraderie of floral industry colleagues. Sponsored by California State Floral Association and Mayesh Wholesale Florist Get More Details/Register: Call CSFA: 916.448.5266 Email: [email protected]