Quarterly Publication of the Original Los Angeles Market of American Florists Exchange, Ltd. Fall / October 2019 • Volume 28 - Number 3

FLOURISHING IN CREATIVITY & HOLIDAY ADDING THAT TRADITIONS FLORAL WOW COME TO LIFE FACTOR! AT THE ORIGINAL LA BY : FLOWER MARKET PRESERVED BOTANICALS ARE TAKING CENTER STAGE IN MODERN FLORAL We’ve made all the arrangements so your business can blossom.

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FM17305_TradeAd_Bloomin_News_F.indd 1 3/1/17 12:20 PM SATURDAY • NOVEMBER 2 – SUNDAY • NOVEMBER 3

FLORAL ARTISTRY SHOWCASE

Saturday • November 2 Sunday • November 3 • California Certified Florist exam • Student Design Competition, “: A Visual Dialogue” • Lei Making with Wilton Lee CCF • Top Ten Design Competition, “Creative Crossroads in Floral Design” • Garland Making with Anthony Alvarez AIFD CCF EMC • Afternoon design show featuring Joyce Mason-Monheim • Competition class covering Surprise Package Design, AIFD CFD AAF PFCI AZMF – “I Just Want to Make Thinking on Your Feet, Interpreting Themes, Elements Pretty Flowers: The Challenges of Today’s Florist” & Design with Lee Burcher AIFD CCF CFD PFCI • Vendor display booths, silent , California • Floral Crown and Body Flower Making Certified Florist pinning ceremony, live auction, with Reina Sumabat AIFD CCF Meritorious Award … and much more!

Located at the Original Los Angeles Flower Market on Wall Street between 7th and 8th Streets

Don’t miss this special CaliFlora 2019 at the Original Los Angeles Flower Market! To reserve, call 916 448-5266 or email Ann Quinn at [email protected] This news magazine is published quarterly (January 1, April 1, July 1, October 1) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd . Location: 754 Wall Street, Los Angeles, CA 90014 : www .originallaflowermarket .com Subscription and advertising details: www .originallaflowermarket .com

Publisher The Original Los Angeles Flower Market of the American Florists’ Exchange www.originallaflowermarket.com Look for us on Facebook and Instagram! Special Holiday Hours, maps, tenants, seasonal flowers and more available at www .originallaflowermarket com. Market Information: 213 622-1966 Market Manager/Mellano: 213 622-0796 Board of Directors American Florists’ Exchange, Ltd., Los Angeles Flower Market Christine Duke, Lizbeth A . Ecke, Jim Mellano, Jon Prechtl, John Williams, Paul Ecke III

Editorial and Advertising Peggi Ridgway, Wordpix Editorial Solutions Stephanie Barba, IMW Agency 3190 Airport Loop Dr ., Bldg . K, Costa Mesa, CA 92626 Advertise in (714) 557-7100 Bloomin’ News stephanie@imwagency .com • www .imwagency .com Visit Bloominnews.com or contact our editor Art Director for advertising rates, dimensions and details. Michael Wheary, Calypso Concepts Advertise in color. We’ll design your first ad for free! LAFD Association Member Badge Program Frank Reyes 766 Wall Street, Los Angeles, CA 90014 Index to Advertisers www .LAFlowerDistrict com. BottomLine Brokers, Mon .-Sat ., 6 am to 2 pm • (213) 627-3696 Sean Edelstein ...... Page 20 Subscribe California State Those working in the California floral and horticultural in- Floral Association ...... Page 3 dustries may join our mailing list at no cost . Subscribe at Mayesh Wholesale Flowers ...... Page 19 BloominNews.com to the digital edition by emailing: bloomin- [email protected] . Mellano & Company ...... Page 7 The Original Los Angeles Disclaimer Flower Market ...... Page 5 Neither the Bloomin’ News nor the Original Los Angeles Flower Market recommends or endorses any products or advertisements Teleflora ...... Page 2 displayed in this publication but presents them as a service to our readers .

The Bloomin' News 4 Cover Photo: Designs by Derrick sets the stage for a Mardi Gras party for Pittsburgh Steeler fans C From the Editor’s Desk: The Rose Parade – O A Tradition of Floral Color & Creativity N 6

T Cover Story: E Flourishing In Creativity & Adding N That Floral WOW Factor! T 8 By Design: S Preserved Botanicals Are Taking Center Stage in Modern Floral Designs 14

Potpourri The Original Los Angeles 18 FLOWER MARKET People You Know Where Good Ideas Are Always in Bloom 21

Feature Story: Holiday Traditions Come to Life at The Original LA Flower Market 22

Calendar The Original Los Angeles Flower Market 754 Wall Street 28 Los Angeles, California LAFlowerDistrict.com www.OriginalLAFlowerMarket.com Got News? Send to our Editor! (see page 4)

5 Fall 2019 FROM the EDITOR’S DESK

The Rose Parade – A Tradition of Floral Color & Creativity

This issue of Bloomin’ News is day before and spend the night the traditional pre-holiday issue to be ready for the big day. Add with stories about floral happenings to that a tv audience of over 31 in October and November. This million households and 47 mil- Fall, we’re profiling Floral Design- lion individual viewers, and it On January 1 and 2, the Post er extraordinaire Derrick Vasquez makes this one of the largest me- Parade features a 2-mile showcase and taking a look at the Holiday dia events of the year watched in of Rose Parade floats following impact on our vendors and cus- over 100 different countries. their appearance along the pa- tomers. However, it is the last day Typically 48 to 72 hours be- rade route. Over 70,000 visitors of the year (or actually, the first day fore parade day, one can also view head to Sierra Madre and Wash- of next year) which is a tribute to several of the floats being deco- ington Boulevards in Pasadena for the local cut flower industry. rated with flowery mantles in the the chance to walk within a few The Rose Parade is a 127-year- various “float barns” that dot the feet of the floats and appreciate up old tradition that has continued to Arroyo Seco /Rose Bowl area in close, the creativity and detail of make Southern California famous West Pasadena, not far from the each magnificent display. for its flowers and floral design and start of the parade. It is a rule of If you love flowers and haven’t second to none around the world. the parade that all surfaces of the been up to see the floats, you should In 1890, Pasadena’s Valley Hunt float framework must be cov- put this on your list of things to do Club members, led by Charles ered in natural materials (such as this holiday season. Frederick Holder, sponsored the flowers, , seaweeds, seeds, first Tournament of Roses. The bark, vegetables, or nuts, for ex- Ed. Note: For those who don’t abundance of flowers, even in the ample); furthermore, no artificial want to camp out in Pasadena over- midst of winter, prompted the club flowers or material are al- night, tickets might still be available to add a parade before the com- lowed, nor can the materials be on a limited basis for the Grandstand petition, where entrants would artificially colored. The flowers Seating, which provides a great view decorate carriages with hundreds come from all over the world of the parade. Tickets start at about of colorful blooms. and many of our Original Los $40 and top out at about $85. Ap- Now years later, it is estimat- Angeles Flower Market vendors proximately 70,000 elevated grand- ed that nearly 1 million people are involved with creating deco- stand seats are available. will come out to line Pasadena’s rations for the broadcast booths, Colorado Blvd. Families from all pre and post festivity events, as Peter Bretschger over will begin to stake out their well as volunteering to help dec- IMW Agency viewing area starting at noon the orate the floats themselves.

The Bloomin' News 6

COVER STORY Flourishing In Creativity & Adding That Floral WOW Factor! By Deirdre Michalski

Looking back on his almost 40-year career, Floral Designer extraordinaire Der- rick Vasquez reflects on the years with fond memories. He almost cannot believe that this many years have passed. As the time has gone by so quickly, he is certainly not resting on his laurels, as he rat- tles off a long list of projects he has currently underway. Derrick began his floral career quite by accident. While in col- lege, a friend suggested they take an art class of some sort. They signed up for a three-week flo- ral class with Alba May, and he discovered he had a real flair for flower arranging. It seemed al- most effortless and one thing led to another. He worked for a floral shop owner, owned his own shop, A colorful canopy soars above festive and eventually he became so busy decorated tables at a baby shower in the of client’s home with special events and expanding

The Bloomin' News 8 his offerings that he jumped “all in” to create “Events by Derrick.” He was inducted into the Ameri- can Institute of Floral Designers in 1984 and has served in numerous leadership positions within AIFD, including National President. Most notably he was selected five times among California’s Top Ten Designers by the California State Floral Association and holds many more accolades. When discussing his passion for special events and floral de- sign, Derrick describes an inner creativity that is boundless; taking his clients’ dreams and designing memorable events that bring it all to life. For many of his clients, he has earned the title of “Mayor of the Event” and oversees every single detail. He leads the effort– from the theme, to the invita- tions and even the venue selec- tion. As the event develops, he oversees decisions on the menu, bar program, lighting and music, custom cakes, tablescapes, and of course, all of the floral and deco- rative features that take all of his events over the top. Everything

From top: Christmas Tree Lane gala

An elegant wedding reception featuring shimmering chandeliers and opulent table arrangements

“Day of the Dead” themed display at George Lopez’s Chingon Kitchen in San Manuel

9 Fall 2019 Setting the stage for the Loma Linda Employee Recog- nition Gala

lots of dramatic blue and purple lighting. They transformed the space, to say the least, and the flower arrangements were gor- geous. The client and their fam- is thought of–from dramatic flo- ily literally gasped when they ral arrangements and greenery, to entered the room. They were the candles, shimmering chande- extremely impressed and joyful liers, color palette, welcome gifts, for this special celebration. Der- signage and so forth. “Events by rick had once again created a Derrick” has chosen not to ad- truly memorable event. vertise and is honored to enjoy An that Derrick a great following of repeat cus- has worked with for many years is tomers. His clients trust him to Loma Linda University Hospital. execute not only what they have He oversees all aspects of their requested but his ability to go be- philanthropic Annual Children’s yond their wildest dreams. Hospital Gala, as well as their Most recently, Derrick de- Employee Appreciation Dinners scribed a birthday party for a which are filled with drama and very important client’s son who elegance. These events are held is a cancer survivor. The event at Loma Linda’s Drayson Center was truly a double celebration! Basketball Gym. The son loves retro-music, so Derrick also designs for many Derrick envisioned the event as birthday parties, baby showers, an upbeat “rock-and-roll” party holiday parties, corporate themed to honor him. Derrick got to events, receptions and even res- and arranged to hold this taurant openings. Recently, he party at the Fox Event Center in was given creative license to cre- Redlands. They hired vendors ate a “Day of the Dead” themed to bring in the indoor bars, iron opening for celebrity George Lo- tables, up-lit floors, balloons and pez’s new restaurant at Chingon

The Bloomin' News 10 “I am most proud of being able to bring joy to my clients…in both happy and sad times. Using beautiful flowers and my natural artistic abilities, I enjoy see- ing my clients have their breath taken away when they enter the room. That is my greatest accomplishment and truly my reward.” — Derrick Vasquez

Kitchen at San Manuel Casino. Derrick has amassed a loyal group of vendors and partners that he has hand-selected over the years. He only works with the most dependable, punctual and creative resources available. “There is only one chance to make a first impression,” as my mother used to say. Nothing is left to chance in Derrick’s world. His industry friends from around the globe are so jealous about the tremendous array of Top: Dramatic floral displays aboundat florals we enjoy here in Los An- a Moroccan themed gala in Loma Linda geles. It is the best in the world!

Hold on to your corsage, but on Below: A look at the dining area for the shopping days, Derrick arrives at Loma Linda Employee Recognition Gala The Original Los Angeles Flow- er Market at 4:00 am. Doing his homework ahead of time, Der- rick and his assistant know ap- proximately how many stems they need for a given event. He has a thought in mind, but is open to being swayed by the in- ventory he sees. With clipboard in-hand, they do a quick pass- through, making copious notes. Then they dive in and place their orders. Purchasing is actually

11 Fall 2019 conducted rather swiftly. Their morning is complete. When asked what new guests should know when visiting, Der- rick shared four “insider tips” for shopping at The Original Los An- geles Flower Market. He suggests:

1) Arrive at various times to see the changing inventory and pricing. 2) Avoid purchasing right away. Show some restraint and walk the aisles first. 3) Have an accurate list of what is needed. This will help avoid over-purchasing. 4) He suggests developing a few vendor relationships so that in the future one can make a phone call first.

In terms of trends, in recent years he sees more containers made of stoneware and more of a minimalistic style to floral arrange- ments for residential. Derrick’s work tends to be much more de- An elegant floral arrangement for tailed and ornate. Chuckling as he a Rock & Roll themed birthday says it, one trend that he would party at the Fox Event Center in Redlands, California gladly like to say goodbye to is the use of mason jars as containers. When asked about his favor- ite flower, Derrick mentioned the Gardenia without hesitation. The dark green leaves with bright white flowers float elegantly in a crystal bowl of water or as a vi-

The Bloomin' News 12 Right: Music themed elements accentuate a child’s Rock & Roll birthday party

Below: A Rock & Roll themed birthday cake is highlighted by dramatic blue and purple lighting

brant floral display. The scent is captivating and was his mother and grandmother’s favorite bloom. Super creative individuals tend to have a process as to how it all comes together–from the first for- mulated ideas, to the reality that one can touch and feel. For Der- rick, he draws inspiration from fabrics, art, lighting and nature. He lets the theme of the event and the flowers he has selected be the driving force. Everything else is really a complement to that. From the greenery to the containers and florals, it all exudes from that ini- tial focal point in his mind. It un- folds in a surprisingly natural way as he works his magic. www.eventsbyderrick.com

13 Fall 2019 BY DESIGN

Flower Duet decorated a circle arch of greenery with two large Pampas plumed floral sprays including pink heather, pink roses and Cymbidium orchids. The aisle décor is made of the same elements to tie in the seaside ceremony scene in Rancho Palos Verdes, California. Preserved Botanicals are Taking Center Stage in Modern Floral Designs Photos and Story by Kit Wertz

The Bloomin' News 14 A B

C D

A. Preserved Nigella B. Pampas can be C. Lunaria (from the D. Preserved White Orientalis in white are used fresh in its natu- Latin meaning moon- Ruscus is sold in pictured here in pod ral state or preserved. shaped) is also called bunches of five stems form and look like Use fresh in the fall Money Plant, Chinese and can cost as much carved wood. when it’s available in Coins, or The Pope’s as ten times more than Los Angeles. Money. fresh stems of Ruscus.

ast November, Mandy Moore, star of the make fragrances. People of the Middle Ages TV show This is Us, was married in her used dried flowers for medicine and Victorians L Pasadena backyard surrounded by a large dried flowers for aesthetics. swath of natural and dyed pampas grass, fea- Hot in the flower market are bleached turing pink roses, dahlias and rice flower. It botanicals in the form of Italian Ruscus, set a trend for brides in 2019 to request natural Hanging Amaranthus and Pampas Grass (Gy- and preserved botanicals for ceremony décor. nerium) plumes. There is also demand for Seasoned floral designers know dried flow- Japanese Bleached Fern, preserved and dyed ers are nothing new. They’ve been popular Jazilda, Nigella, Brooms, Phalaris, and Bunny since ancient Egyptians preserved flowers to Tails (Lagurus).

15 Fall 2019 A

Because of the extensive steps it takes to preserve and bleach one stem of greenery, the cost of stems can be six to ten times more than fresh ones. Let’s cover ways to incorporate preserved blooms for clients’ orders while keeping budgets intact.

• Buy locally grown, in-season “dry” materials like Pampas that have not B been treated and combine them with fresh flowers for arches, cer- emony displays and aisle décor. A. Kit holds a bridal bouquet made of white Italian Ruscus, Pampas, Lunaria, Limonium, Eucalyptus and Amnesia roses. B. Flower Duet created this ceremony display we call “Floor • Break down a few larger stems of Décor” by adding plumes of Pampas to a base of greenery in bleached botanic blooms for a con- long Oasis Raquettes. trasting highlight to fresh flowers in design.

• Use stems at their full length to highlight structure and texture

The Bloomin' News 16 along with dusty colored greenery like eucalyptus and pastel-colored roses or Dahlias. C. Pairing purples with white highlights helps the dark shad- ows pop in this design featuring Artichoke, Calla Lilies and Mellano & Company carries a Echeverias. large selection of preserved and dried D. Kit created this fall arrangement with a bed of fresh greenery including the whites, pinks magnolia leaves, red , Honey Hypericum, orange and peach tones, which remain very Foxglove, Leucadendron Elemense Green and red-dyed popular for weddings and events. sponge mushrooms. Store dried flowers in a pro- tected box in a cool, dry place with bunches cushioned in paper. Pre- serve your own flowers by bunching cleaned stems and hanging them up- side-down to air dry. Flower heads can be dried using a desiccant such as silica gel where the flowers are submerged for a few days or weeks. Many dried flowers do well with a little bit of commercial sealer treat- ment to keep them from shattering. C

D

17 Fall 2019 Potpourri

Consumers Anticipate Roses . Gilliam, a Japanese Canadian flower “Petal It Forward” artist, is known to many Bloomin’ News read- The Society of American Florists’ annual ers . She joins Phil Hettema and Lilit Khatcha- Petal It Forward day, this year on Wednesday, turian, a Los Angeles area founder of Pave October 23, has become so well known that Fleur and high profile floral and event -de a lot of and other signer, as a float design judge . Hettema has now look forward to it . The day when local a 40-year career in themed florists give away bouquets, two at a time, for and leads a team of designers, architects and free, draws attention to fresh and media producers . The awards, including the brightens everyone’s day . Consumers take Sweepstakes Trophy, are sponsored by FTD . two and are asked to give one away . “The reward you get from participating is unlike You Can Still Visit 2019 “Awaken” any kind of reward and the difference it makes is unbelievable,” says one hospital volunteer .

CaliFlora 2019 Comes to the Flower Market “CaliFlora 2019” takes place Sat ., November 2 and Sun ., November 3 in Los Angeles . This exciting event that names the winner of the Top Ten design competition will be held in downtown Los Angeles at the Original Los Angeles Flower Market . Instructors and designers make up an impressive list, from Joyce Mason-Monheim AIFD CFD AAF PFCI Although the American Institute of Floral AZMF (Sunday’s design show) to Lee Burcher Designers’ 2019 symposium, “Awaken,” is AIFD CCF CFD PFCI to Anthony Alvarez behind us, the most dramatic and colorful AIFD CCF EMC to Reina Sumabat AIFD CCF moments of the event can be seen on DVD and to Wilton Lee CCF . There’s plenty for all, no Vimeo . Relive your favorite moments with a matter your interest: leis making, competition full set of 11 DVDs for $100 . Individual DVDs tips, garland making, body flowers and floral also available and you can order a permanent crowns, vendor displays, silent auction and download from Vimeo ($10 to $50) . Check more . Call now to reserve: 916 448-5266 or www.AIFD.org for more details about 2019 and email Ann Quinn, [email protected] . the upcoming “Vision” symposium in 2020 .

Rose Parade Judges Announced SAF and AFE Join Forces World renowned floral designer and in- on FNRI Research structor Hitomi Gilliam AIFD was named as A groundbreaking research fund that has one of the three people who will judge the supported scientific in the floral floats in the 2020 Pasadena Tournament of industry for almost 30 years is getting a boost

The Bloomin' News 18 Potpourri thanks to a new agreement . The Society of stream their loved one’s funeral services . The American Florists, which helped to found the live broadcast is accessible on the computer and Nursery Research Initiative (or portable device) and makes it possible for in the 1990s, will continue its support distant friends and relatives to “attend” the and the American Floral Endowment will service . An SAF article by Paris Martineau, become liaison with the U .S . Department who writes for WIRED, concluded that the of . Terril Nell Ph .D ., AAF, AFE’s videos are good quality with good sound . research coordinator, said the two groups have a long history of working closely CalFlowers’ Hosts Fun ‘n Sun together . See www.SAFnow.org for more . Convention in Santa Barbara Area florists, designers and event profes- Mayesh Acquires Brannan sionals were very busy over the summer and Street Wholesale early fall . CalFlowers’ Fun ‘n Sun convention Mayesh Wholesale Florist has acquired in Santa Barbara drew a crowd from around Brannan Street Wholesale Florist in San the country, touring many of them around area Francisco . Brannan, a 40-year-old company, flower farms . In July, floral pros volunteered at opened its doors to the VA Hospital Complex in West Los Angeles, Mayesh customers on giving away bouquets (made at nearby Teleflora July 8, 2019 . Mayesh that morning) to brighten veterans’ day . CEO Patrick Dahlson says this is a “great strategic fit for us and will advance our goal MAYESH of having a Mayesh E ST. 1 9 7 8 location in every major city along the West Coast ”. Read more details at https://mayesh. com/press-release-mayesh-seattle/

David’s Bridal Teams with FTD David’s Bridal and FTD joined forces recently to offer FTD Florists a turnkey way to optimize their wedding floral businesses . FTD has created a package including leads, in-store INTRODUCING THE NEW promotions and ongoing marketing support . The florists are given early access to brides who MAYESH.COM register with David’s Bridal . See www.FTDi. com/davidsbridal or Davidsbridal.com. Our brand new E-commerce site filled with tools to enhance your flower ordering experience. Live-stream the Funeral Visit us today to experience it yourself! Countless families now are choosing to live

19 Fall 2019 Potpourri

Gloeckner Foundation offering free flowers and tips to unsuspecting Grants Dollars people . Their journey spurred news stories Recently, the Fred C . Gloeckner Foundation, as journalists clamored to cover the van and Inc . elected new officers and awarded the scientific research supporting the stress- sixteen grants totaling $145,688 . The reducing powers of flowers . SAF’s Jennifer Foundation’s support of floriculture research Sparks introduced April as “stress awareness” totals more than $7 million in its 60 years . month . “It’s that contact with nature so many This year, M . Wildermuth of the University of us crave,” she said . Right now, as we scurry of California, Berkeley won a $12,000 grant into the most stressful months of the year, is for Spray-Induced Gene Silencing (SIGS) as a the perfect time to give flowers – and offer commercially scalable alternative to chemical stress relief to all . for powdery mildew control . For more details, see GloecknerFoundation.org . “Blooming by the River” Event Features Out of Area Californians Yay! Stress Relief! The stylings of floral artists Carol Caggiano In early April a team of ambassadors repre- AIFD, John Grady Burns, Michael Quesada senting the Society of American Florists AIFD and Gerard Toh AIFD were showcased wound through the Pacific Northwest in a recently at the “Blooming by the River” vintage-style van (the “Flower Power Mobile”) event near Toh and Quesada’s new home in Mississippi . CalFlowers supported a three- day floral retreat in South Dakota, held by the design team of “Inspired Design .” We Have Buyers! In Sacramento, Floral Fresh Inc and Floral We’ve Sold More Flower Shops than Anyone! Resources Sacramento sponsored two days • Proven record of hands-on floral and event workshops . • No up-front fees Featured was Loann Burke AIFD AAF PFCI . • Confidential • We know your State Capitol Hosts Garden Party business Guests at the American Grown Field to Sean Edelstein 949.551.2060 Vase Dinner on the lawn of California’s State Capitol in Sacramento in June enjoyed [email protected] Flower Shop Broker Orange, Riverside, DRE#01926680 what floral designer Cindy Magan, Hillside

San Bernardino and INTERNATIONAL BUSINESS BROKERS Los Angeles Counties IBBA ASSOCIATION, INC. Blooms , called a Bohemian gar- den party . They found a vintage Safeway truck overflowing with California Grown Flowers . Guests enjoyed a multi-artisan meal with craft and cocktails and the spectacular scene of fresh flowers in Selling Flower Shops Since 1997 arrangements and tablescapes by Cindy Magan, a native Californian .

The Bloomin' News 20 People You Know

now be working closely with California Cut Flower Commission as the Certified Ameri- can Grown Council seeks a new leader . David L. Pruitt, consultant and former flower , has been named in- terim executive .

Californians Awarded AIFD Some 60 floral professionals received the AIFD designation at AIFD’s summertime symposium, including several you might know: Clair Han AIFD CFD of Stanford, John Ingram AIFD CFD at West Hills; and Dawn In August, Edelweiss Flower Boutique Mones AIFD CFD of San Jose . Congrats! participated in the “jungles” of Santa Monica … designing and decorating wildlife Members of the California State Floral figures for the Discovery Channel’s “African Association participated in the California Savanna” on the Third Street Promenade . As State Fair in July, presenting a gorgeous you can imagine, the displays drew many display of California Grown fresh flowers . people for pictures (and some asked if the flowers were “real”) . Liz Seiji AIFD CCF Back in the sum- selected tall grasses or Miscanthus for their mer, Jan Wilder depth, texture and movement, and with other AIFD CCF partici- expert techniques, made an unbelievably pated in a “pop-up beautiful African display . She and her team, shop” at the Or- including Frank Banos (with elephant) did an ange County Fair outstanding job . with other mem- bers of South West Rene van Rems and a number of Southern Chapter of AIFD . California floral volunteers designed and Here, Jan demon- installed award-winning floral art for the strates one of the annual “Gala in the Garden” held in Encinitas floral design techniques shown at the Fair . at the brand new, unique glass Dickinson Family Education Conservatory . Farmer DeVries Honored Lane Devries, president and CEO of The Sun Kasey Cronquist Moves On Valley Group, was honored with the naming The man who led the Certified Ameri- of a special tulip breed after him . The honor can Grown Council to become the largest was bestowed at the International Floriculture consumer-facing brand promoting origin Expo in Miami Beach . This is the first time a in the floral industry,Kasey Cronquist, will flower farmer has been so recognized .

21 Fall 2019 FEATURE STORY

Holiday Traditions Come to Life at The Original LA Flower Market

By Deirdre Michalski

AS THE CALENDAR TURNS to the last few months of the year, the cooler weath- er reminds us that Fall, and the holiday season are now upon us. For many, this is a favorite time of the year to decorate with seasonal floral arrangements. For floral vendors, it is their busiest time of the year. From Halloween to Thanksgiving–it’s time for rustic décor to meet elegance personified. Vendor booths and shops at The Original Los Angeles Flower Mar- ket are filled with colorful florals, mums, roses, sun- flowers, ferns, twigs, pinecones, orange and white pumpkins, fall leaves, pomegranates, orange citrus, apricot roses, apples, stalks of wheat and acorns all in a palette of colorful autumn hues. Chatting with Daniela Lopez, owner of Flores Deos Company, we learn that almost two years ago she took over the reins from her parent’s busi- ness here at Shop #7B at The Original Los Angeles Flower Market. They had been there for 25 years, so Daniela is proud to now be carrying the torch for the family’s business. She is so pleased that so many of their clients have remained loyal to them over the years and place their flower orders with them, just as they had done with her parents. During the

The Bloomin' News 22 fall, requests for centerpieces are very popular, as bloom, or a style they are looking for as inspiration. well as hostess gifts and floral décor for buffet tables Daniela’s team enjoys a great sense of creativity and and elaborate dinners large and small. satisfaction when they can create unique and breath- Daniela describes how customers have changed taking arrangements for their clients. The icing on so much over the years. customers have a the cake is when they present these creations to their newfound confidence, thanks to Pinterest and other clients. It is sheer joy to see the expression on their social media channels. They arrive with pictures in- faces. She affirms that every day this is a very reward- hand and are anxious to purchase all the supplies to ing business indeed. return home and do it themselves! Mason jars are For many holidays, Daniela’s family celebrates a quite popular and versatile. Customers creatively few days after the actual holiday, but Thanksgiving mix various florals, such as: hydrangeas, gypsophila is one of the rare opportunities when they can cel- (baby’s breath), sunflowers and roses to design lovely ebrate on the Thursday combining a menu of Mexi- arrangements. Many clients prefer to have florals de- can and traditional Thanksgiving favorites. signed for them and will often reference a favorite We also had the pleasure to speak with Jin Lee

Mellano & Company with a wide-array of Poinsettia plants.

23 Fall 2019 from Mellano & Company. They are not just in the Jin Lee, a Manager with Mellano & Com- flower business - they are in the beauty business. Ev- pany for 15 years, reminisces about how times have ery stem they grow at their ranch or import is har- changed. Way back when, he and his team used to ar- vested and handled with utmost care because when rive at the Flower Market at 2:00 am. Now, he arrives it comes to beauty, there’s no room for compromise. at 5:00 am, and they hit the ground running. Social They began their business in 1925, with just six acres media and Google searches have given customers a and a passion. Ninety-two years, 375 acres and three new-found sense of creativity and they arrive with generations later, Mellano & Company still grows photos and ideas. They have a great time collaborat- and distributes flowers of exceptional beauty. They ing together and sharing ideas for special events and have three shops at The Original Los Angeles Flower celebrations. In many instances their loyal customers, Market, namely #22, #33 and #34. At the market such as Melinda McCoy’s Flowers in Long Beach, is where their loyal clients and retail customers alike have become friends and are invited to family din- place their orders, receive their beautiful arrange- ners. Knowing the family for over 30 years, there is ments, or even have them delivered. a special bond as they watch the younger generation

The Bloomin' News 24 assume the responsibility of the shop. Top left/right: Lush, high-quality For the holiday season, Jin indicates that clients Holiday greenery at The Original start to place their orders about two weeks ahead Los Angeles Flower Market of the Thanksgiving holiday. For Christmas, peo- ple start decorating right after Thanksgiving, just as he does at home with his two daughters and wife. There are also many weddings in December, so those require more planning, ordering of flowers and preparation. Mellano & Company’s number one seller is Poinsettias. They have a myriad of dif- ferent offerings from Hellebore to Poinset- tia, Sparkling Punch and of course the traditional Red Poinsettia. Their second most popular item during the Christmas season is their lush holiday

25 Fall 2019 A

A. Myriad of different offerings of Poinsettias from D. Mysterious, yet enchanting Halloween centerpiece Hellebore to Marble Poinsettia, Sparkling Punch and the Traditional Red Poinsettia E. The Flores Deos Company staff celebrates Christmas

B. Beautiful Holiday centerpiece comes together with an F. White winter centerpiece made with White Roses and assortment of flowers other greenery

C. Thanksgiving centerpieces do not have to be under- G. A colorful combination of red roses and assorted stated! Brilliant use of Fall colors on this design. greenery will complement any Fall decor.

garlands. With the scent of delicate princess pine, to life. She indicates that red roses are their most red , pinecones and holly, these garlands are popular and requested floral. And speaking of ros- custom ordered based on the length and drape re- es, Daniela shared with us a story about a wholesale quested. It makes for a dramatic statement along a customer who recently passed away. Mary H. Agleh staircase, and they are often accented with delicate used their highest quality roses to decorate cakes at white lights. Their third most popular item is their her bakery. Daniela’s team attended the service and Christmas wreaths. Mellano offers an impressive they were met with such warmth and appreciation. selection of 25 different sizes! They create custom That relationship continues on, forged by a bond of wreaths for large ranch-style gates, as well as smaller admiration and beautiful florals. wreaths for front doors and everything in-between. Flowers seem to bring people together, whether For Daniela at Flores Deos Company, Christmas it is traditions from long ago, or new found creativ- season is a very hectic time with so much going on. ity. The holidays are a time to celebrate the beauty of It is their biggest sales month of the year. However, the season. Visiting The Original Los Angeles Flow- it is also a very happy time. Everyone is working to- er Market one cannot help but get swept up in the gether. She is touched that so many of their loyal cli- joy and overwhelming array of beautiful blooms and ents call on them to make their holiday events come creative ideas found here. Come join the fun! The Bloomin' News 26 C

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27 Fall 2019 CALENDAR

OCTOBER observed (: Street between Seventh Breast Cancer Thanksgiving Day) and Eighth streets. Awareness Month 16 1 – 2 Every Saturday: The National Boss Day All Saints - Wall Market, All Souls Day Saturdays, 9 am to 19 2 pm, on San Pedro Sweetest Day 2 – 3 Street between Seventh “CALIFLORA 2020”, and Eighth streets. 23 sponsored by “Centerpiece & Table California State 4 – 6 Accents” workshop at Floral Association Los Angeles Christmas Flower Duet in Torrance. at the Original Los Cash & Carry Gift Show Call 310-739-7644 or see Angeles Flower Market. Flowerduet.com. Top Ten design compe- 8 tition on Sunday, 11/3. Columbus Day 27 Educational sessions Mother-in-Law Day on Sat., 11/2. See ad 9 in this issue! Yom Kippur 31 Halloween 3 12 Daylight Saving Flower Market Tour Time ends led by Kit Wertz NOVEMBER and Casey Schwartz, Honoring Native 11 followed by hands-on Americans, Caregivers, Veterans Day flower arranging class Veterans and in Torrance. Call 310- Military Families GET INTO THE HOLIDAY 739-7644 or see SPIRIT – VISIT THE ORI- Flowerduet.com. Every Saturday: The GINAL LOS ANGELES Wall Farmers Market, FLOWER MARKET: 14 Saturdays, 9 am to 2 http:// Columbus Day pm, on San Pedro originallaflowermarket.com

The Bloomin' News 28 Check Our : OriginalLAflowermarket.com for Flower Market shopping hours, parking info & more.

23 led by Kit Wertz 25 Flower Market Tour and Casey Schwartz, Christmas Day led by Kit Wertz followed by hands-on and Casey Schwartz, flower arranging class 26 followed by hands-on in Torrance. Call 310- Kwanzaa flower arranging class 739-7644 or see in Torrance. Call 310- Flowerduet.com. 31 739-7644 or see New Year’s Eve Flowerduet.com. Holiday Floral Design Workshop with LOOKING 28 Phil Rulloda, Thanksgiving Day Southern California AHEAD School of Floral in 2020 29 Design, at Mellano & Black Friday Company, Santa Ana. Call 714-776-7445. 2020 Floral Vision: 30 VISIT THE ORIGINAL Small Business 12 LOS ANGELES Saturday National Poinsettia Day FLOWER MARKET: http:// 14 originallaflowermarket.com DECEMBER Flower Market Tour led by Kit Wertz March 9 –10 Every Saturday: The and Casey Schwartz, SAF 40th Annual Wall Farmers Market, followed by hands-on Congressional Action Saturdays, 9 am to flower arranging class Days 2020. Let your 2 pm, on San Pedro in Torrance. Call 310- voice be heard in the Street between Seventh 739-7644 or see nation’s capital. and Eighth streets. Flowerduet.com. July 2 – 7 2 21 AIFD “2020 Vision” Cyber Monday Winter Solstice international symposium, Chicago 7 22 – 30 Pearl Hanukkah Sept. 9 – 12 Remembrance Day SAF Phoenix 2020 136th 24 Annual Convention, Flower Market Tour Christmas Eve Westin Kierland

29 Fall 2019 The Original Los Angeles Flower Market Where Good Ideas are Always in Bloom

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