BFA Florist - The British Florist Association

BFA
for todays
professional
FLORIST florist
ISSUE 1
£5.00
BFA FLORIST
BFA
for todays
professional
FLORIST florist
ISSUE 1 £5.00
General Manager: Emma Higham
Editor: Shirley Chisnall
Sales: Gemma Winstanley
Becky Hocken
Production Manager: Sheila Helm
Creative Design: Nikki Carter
Contents
6
Passion for flowers delivers for Laura
9
British Flowers are big news
10 An insight into floral wedding trends
BFA Florist is published by
Euromedia Associates Ltd
Rhone House,
Canalside, Chorley PR6 0BU
in association with
12 Helping to preserve Britain’s unique blooms
14 A new revolution in floral foam
18 Asters are a winner for unbeatable autumn colour
20 Expose your talent to a huge bridal market
21 Search for plants with health benefits
22 Royal seal of approval for enterprising business
26 Specialist importer ensures top quality
28 Exquisite chocolates and confectionery
29 Your Florist Window online
31 Focus on the British Florist Association
Telephone:
01257 267677
Fax: 01257 267711
Editorial e-mail:
editorial@euromedia-al.com
Advertising e-mail: bfaflorist@hotmail.co.uk
BFA Florist is published on behalf of the
British Florist Association by Euromedia
Associates. The views expressed in BFA
Florist are not necessarily those of the
British Florist Association or Euromedia
Associates. Euromedia Associates have
made every effort to ensure the content
of BFA Florist is correct. However they
cannot accept responsibility for errors
or omissions that may occur in any
advertisement, whether relating to
wording, space, position or artwork.
36 World-wide search and a new concept
37 Professional florist insurance
40 A look at the marketing triangle
43 Keeping flowers alive
44 Specialist courses
48 Home-grown world skills winner
52 Company offers full package
53 Seasonal blooms and festive decorations
54 Cash and carry depot
60 Pre-Christmas analysis
61 Updating the Christmas market
William Higham wholesale flowers
T: 01942 862970 F: 01942 826971 www.williamhigham.co.uk
3
BFA FLORIST
Welcome to the national magazine for the British Florist Association – BFA Florist – keeping florists inspired!
Introducing the publisher’s general manager Emma Higham. Her family’s business, William
Higham, has been supplying florists throughout the North West of England since the 1940s.
In each issue BFA Florist will act as a catalyst bringing British growers, suppliers, wholesalers
and florists together – focusing on the best seasonal flowers, most up to date products and
quality supplies for florists.
Our aim is to offer fresh ideas and inspiration, sharing success stories and showcasing award
winning floral creations.
Don’t hesitate
to get in touch
if you want
to share your
own news and
ideas with BFA
members through
the magazine.
We hope you
enjoy your read!
Flowers have played a huge part in this year’s
sporting fixtures and royal events and 2012
has been a spectacularly busy year with the
Queen’s Diamond Jubilee celebrations followed
by the Olympic and Paralympic Games.
As autumn colours now transform the scene
BFA Florist has a great selection of new and
original seasonal plants and products that will
take us into Christmas.
In regular articles Gill Hodgson of Flowers
From the Farm, the national network of cut
flowers growers, will interview growers all over
the country – she begins with a brief look at
how the not-for-profit organisation began.
Special features in this issue include:
• Laura Kuy Flowers – florist to Gordon
Ramsay’s restaurants
• Nurseryman and national collection holder
Brian Ellis presents the aster novae-angliae –
bursting with autumn colour for florists
• Plant Heritage – the conservation charity
gives us an insight into its work
• And we’ve got the latest trends in wedding
flowers from Francesca Cribb at Hitched.co.uk
Message from the President
Welcome to the brand new BFA Florist magazine
What do you want from us? Over the coming
months the BFA will be conducting a survey of
what you want from us…yes of course more
customers, more business, reduced business rates,
reduced rents, an understanding bank manager
who will actually lend to small businesses and
not to mention less red tape, reduced insurance
premiums, card processing charges and so on,
plus, oh yes an extra couple of days holiday,
in fact no, just a holiday would be nice. Now
if I was a genie in a bottle and could come
up with all of this for you, I would, I promise,
unfortunately I’m not…however as president of
your trade association I would like to know what
we’re doing well, what we’re not doing so well
and what we could do to help you and your
business in the future. Please take time when our
end of year survey comes out to tell us what you
really want from us, indeed tell us what you really
think of us, your feed back is important, in fact
essential in helping us to help you. I can’t promise
we can do everything you may wish for but we’ll
try our best to help out.
4
The BFA are delighted that we
are able to bring you a brand
new colour magazine that will be
delivered to your door bi-monthly.
Yes six magazines through your letter
box packed with ideas, news, tips,
views and information all aimed at
helping you, our members, stay one
step ahead of the competition. With
ever increasing competition on the
high street, the BFA are determined
to help our members best we can.
It maybe through one of the many
affinity schemes we offer or attending
a BFA Local event or through this
new magazine, whichever it is,
we’re here to help. Now you’re a
BFA member right? So you’ve got
this new magazine, it’s yours and
so long as you remain a member
of the BFA you’ll get a copy every
other month from us. It’s another
member benefit of belonging to the
independent trade association for
florist – the BFA. However we’re
sending this magazine to some
additional non member florists at
random so that you may take a
look at the new magazine since
the demise of the printed Florist &
Wholesale Buyer (F&WB) magazine
earlier this year. Take a look at the
centre pages of this magazine to
find out more about the BFA and
what we offer...there’s a membership
application form and we very much
look forward to welcoming you
as a new member to your trade
association. Remember only BFA
members will receive this new
magazine six times a year - make
sure you don’t miss out and join us
today.
I wish you all a very merry
Christmas and a prosperous 2013.
I hope it’s not just the sleigh bells
that ring this Christmas but the cash
registers too. Until the next issue take
care and enjoy your new magazine.
Kindest regards, Mark.
Mark Ward
President, BFA.
BFA FLORIST
Passion for flowers
delivers for Laura
Laura Kuy has always had a passion for flowers and started floristry at the age of just
13. Here she talks about starting a business during the recession and some of the clients
she has picked up along the way – including supplying flowers to some of London’s top
hotels and most iconic restaurants. For more information see website www.laurakuy.com
Exceeding
expectations has
always been
a priority for
Laura Kuy and
her business
specialises in
bespoke flower
arrangements for
weddings, hotels,
contracts and
special events
6
BFA FLORIST
Laura is thrilled that
her hard work and
dedication has led to
Laura Kuy Flowers being
appointed as Gordon
Ramsay’s florist for his
London restaurants
including his Michelin
star restaurant on
Hospital Road – Chelsea,
Michelin Star Petrus,
Gordon Ramsay at
Claridges, Maze, Foxtrot
Oscar, York & Albany
and head office
At the age of 18, I was lucky enough to
work with some prestigious West End florists
such as Moyses Stevens’ signature store on
Sloane Street and managing their concessions
within Harrods and Peter Jones. It was from
here that I had the opportunity to work for, and
join, Jane Packer flowers, both in her London
and New York offices.
I would definitely say working alongside
Jane gave me some invaluable experience –
especially learning how to walk into a room
and inspire people with flowers.
After spending four or five years working
at Jane Packer, I decided to start freelancing
where I worked for companies such as Paula
Pryke and Robbie Honey and designing for
Marks and Spencer, where I was offered a
product development role.
It was after a year or so that one day I
suddenly thought: ‘I can do this on my own’. It
has always been a life-long ambition of mine
to set up my own company and perhaps have
a shop as well. So in 2008, mid-recession,
I literally got my last pay cheque from M&S,
bought a few bags and some tissue and the
next week started making bouquets. To begin
with, I didn’t even drive and was getting trains
here and there, which was tricky at times.
Four years on, after a lot of determination,
motivation and sheer hard work, I have
secured four hotel contracts in the West End –
which are fabulous to work with. I have carried
on consulting with M&S, supplying flowers to
all their press and product launches. We have
also worked with Sainsbury’s, Topshop and
Wallis fashion, Bodyshop UK to name just a
few.
So far, 2012 has been an interesting year
working in London with both the Queen’s
Jubilee and London Olympics. We acquired
7
BFA FLORIST
some new clients off the back of the Olympics –
global brand Visa card and Sportsmark – simply
through them seeing our designs in Chancery
Court Hotel, one of our contracts. I must say,
getting around central London throughout that
time made it incredibly difficult for us as a
business!
In June, I was halfway up a ladder while tying
ivy for Laurent Perrier champagne at the Taste
of London event when I had a brief chat with
the events manager from the Gordon Ramsay
Group.
This led onto us picking up the contract to
supply all of his nine London locations with fresh
flowers weekly – our first big restaurant contract.
So far, this has been an enjoyable contract
to work on and great working with the Gordon
Ramsay team. It is definitely challenging
managing nine restaurants’ flowers, you have
to be very punctual and make sure flowers are
delivered, replaced and checked at the right
time of day and not during dinner or lunch
service.
We work towards a high standard of
maintenance therefore we make sure we check
the flowers at least three or four times a week.
We also get regular requests for events across
the different locations, whether it be private
dining, birthdays or any special event. This
has definitely boosted the value of the contract
considerably.
8
Stunning contemporary floral displays by Laura Kuy
BFA FLORIST
British flowers are big news
Flowers From The Farm – the national network of cut
flower growers – brings growers and florists together
All pictures
taken by Gill
Hodgson,
Flowers From
The Farm of her own
flowers
More and more customers are taking an
interest in the provenance of their flowers and
trying to buy locally grown blooms. This can
cause a headache for the florist who, like
the customer, has seen pictures of seasonal
country flowers in magazines but has no idea
where to source them.
An organisation formed in 2011 hopes to
have the answer and put florists and growers
in touch with each other.
Flowers From The Farm was set up by
Yorkshire farmer Gill Hodgson and her
daughter Peggy, and has evolved into the
national network of cut flower growers with
more than 100 members and more joining
every day.
A search on their online map will locate
local growers who can be contacted directly
from the site. More features will be added to
the site over the winter months and it is hoped
to have a searchable database of varieties
available in the near future.
“Growers large and small have joined the
network,” said Gill. “We are a not-for-profit
organisation and all money goes to promote
British flowers. We want to bring growers and
florists together so that both may come to learn
about the other and thus put a more personal
stamp on the product. We are working with
the BFA to foster new links and to introduce
ways in which British flowers and British florists
can make a great team.”
Articles from Flowers From The Farm will appear regularly in BFA Florist magazine to
keep florists up to date with what’s happening in the field. They will feature interviews
with growers from all over the country and photos of the most sought-after blooms.
For more information see website www.flowersfromthefarm.co.uk
9
BFA FLORIST
An insight into floral
wedding trends
By Francesca Cribb, site editor of hitched.co.uk
Flowers have become part of every day
life, and we are influenced by the annual
Chelsea Flower Show, celebrity weddings,
floral print clothing and glamorous department
store displays when it comes to decorating our
homes florally.
Apart from the bride, wedding flowers are
one of the most visually attractive parts of a
wedding and a bride is never seen without
a beautiful bouquet. Captured beautifully
by wedding photographers and admired
by guests, the flowers at a wedding will
help influence the trend and style of the day
while decorating the wedding ceremony and
reception with fragrant beauty.
Hitched.co.uk features a wedding inspiration
gallery of more than 1,700 inspirational
floral images which has been compiled by
numerous wedding florist and current real
brides on the site.
With brides being more careful with
their budgets nowadays, we are seeing
couples become more creative wherever
they can when it comes to the big day. We
have recently seen brides making their own
wedding bouquets from silk flowers, or even
buying bunches of flowers from their local
supermarket in order to create their own floral
arrangements on the morning of the wedding.
Button bouquets have also become popular
recently, with brides putting their craft skills to
the test.
Vintage themes have been increasingly
popular over the past few years. Having the
florist add a vintage brooch to the stem of
the bridal bouquet, or simply adding strings
of pearls to the insides of vases creates a
gorgeous and very unusual vintage twist to
wedding floral arrangements.
In terms of the style of bridal bouquet, the
teardrop bouquet seems to have come back
in to fashion, possibly having been influenced
by the wedding of Prince William and Kate
Middleton back in April 2011. Bouquets with
long stems and incorporating a lot of green
foliage have also become popular over the
past 12 months.
10
British brides are becoming more creative
when it comes to wearing flowers in their
hair. I believe we are seeing a huge trend
for festival and outdoor wedding themes for
2013. Floral hair styles or featuring fresh
flowers on a simple wedding cake could
increase in popularity next year.
Lastly, we are seeing a huge trend in floral
hearts being featured in the wedding industry.
Having a heart wreath displayed on the door
of the church, in the garden pointing people
in the direction of a marquee, or on the front
door of a newlywed couple’s home as they
return from their honeymoon are all beautiful
ideas that we hope to see more of in the
future.
BFA FLORIST
11
BFA FLORIST
Helping to preserve
Britain’s unique blooms
Changing fashions and new trends can pose an ever-increasing threat to cultivated plants and flowers that have long
become old favourites. If no one is keeping these plants in cultivation for the next generation many of the flowers
taken for granted as our British staples will disappear out of nurseries and gardens forever. BFA Florist magazine
takes a look at what one plant conservation charity, Plant Heritage, is doing to help save rare and threatened
cultivars and keep in cultivation much loved British flowering plants.
Lathyrus - A genus of the sweet pea family, Lathyrus odoratus
‘Spencer Mixture’ is an old variety of sweet pea with excellent
colour and fragrance, great for cut flowers
Set up in the late 1970s as the
National Council for the Conservation
of Plants and Gardens – NCCPG –
Plant Heritage has now become the
world’s leading plant conservation
charity, bringing together the
talents of botanists, horticulturalists,
conservationists and dedicated
amateurs and professionals alike
to encourage the conservation of
cultivated plants in the British Isles.
One of the charity’s objectives is to
educate on garden plant conservation.
Nationally and locally Plant Heritage
tackles this through a stunning range
of displays it puts on show at Chelsea,
Hampton Court Palace Flower Show,
Shrewsbury and Tatton, to name but a
few.
At the centre of the organisation,
and one of the core activities in
12
Agapanthus - An increasingly popular plant, agapanthus
(African lily) are summer-flowering perennial plants, grown for
their showy flowers
the charity’s work, is its National
Plant Collection Scheme whereby
individuals, or organisations, undertake
to document, develop and preserve a
comprehensive collection of one group
of plants in trust for the future.
Currently the charity oversees 625
National Plant Collections covering
genera from Abelia to Zephyranthes
and can be found all over the country
in locations as diverse as two Royal
Households, famous gardens, castles,
botanical gardens and zoos to garden
centres, allotments and private back
gardens.
Three years ago Plant Heritage
set up a ground-breaking research
project known as the Threatened Plants
Project to identify all known cultivars
in British horticulture since 1987 and
calculate which have become rare and
threatened.
Initial results show how vital the work
of the charity is in highlighting those
plants that need practical action to
save and maintain their place in British
horticulture.
To join Plant Heritage and take
part in many regional events, hear
talks by the experts, enjoy garden
visits, practical workshops and have
the opportunity to discover a host
of rare and unusual plants contact
the national office of Plant Heritage,
telephone 01483 447540 or e-mail
membership@plantheritage.org.uk; see
website www.plantheritage.com or
follow the organisation on facebook
www.facebook.com/OurPlantHeritage
and blog:plantheritage.wordpress.
com.
BFA FLORIST
The National Collection Holders whose
images are featured:
Agapanthus Mr and Mrs Hickman,
Riseholme, 54 Greenside Lane, Hoyland,
Nr Barnsley, Yorkshire, S74 9PZ.
Tel: 01226 744466,
stevenhickman@btconnect.com
Dianthus (Malmaison) Mr J Marshall,
Hullwood Barn, Bolton Lane, Shelley,
Ipswich, Suffolk, IP7 5RE.
Tel: 01473 822400,
jim@malmaisons.plus.com
Dahlia Mr M I Mann, Winchester Growers
Ltd, Varfell Farm, Long Rock, Penzance,
Cornwall, TR20 8AQ. Tel: 01736 711271,
info@national-dahlia-collection.co.uk
Passiflora
Lavandula Dr S Charlesworth, Downderry
Nursery, Pillar Box Lane, Hadlow,
Tonbridge, Kent, TN11 9SW.
Tel: 01732 810081,
info@downderry-nursey.co.uk
Passiflora cvs. Miss J Lindsay, 109
Clevedon Road, Tickenham, Somerset,
BS21 6RE. Tel: 0781 2134849, tynings.
climbers@yahoo.co.uk
Lupinus
Dianthus
Lathyrus Mr R Parsons, Primrose Cottage,
Clayton Lane, Bracklesham Bay, Chichester,
West Sussex, P020 8JQ. Tel: 01243
673770, roger@rpsweetpeas.co.uk
Lupinus (Westcountry lupin cvs.) (P) Mrs S
Conibear, Westcountry Nurseries, Donkey
Meadow, Woolsery, Bideford, Devon,
EX39 5QH,
info@westcountry-nurseries.co.uk
Dahlia
Lavendula
13
BFA FLORIST
A new revolution in floral foam from Chrysal
BFA Florist magazine caught up with Chrysal ahead of BFA’s Fleurex 2012 to find out more about their latest product
launch which Chrysal believe represents a significant breakthrough for the floristry industry.
Chrysal is well known as a global leader in premium flower care products. To date these have mostly focused on the
care of cut flowers covering the total supply chain from field to vase, with uniquely created solutions to enhance the
performance and longevity of cut flowers; whether it is their fail safe Chrysal Professional 2 for waste saving or their
vase life extending consumer sticks, the flower industry have relied on Chrysal to deliver quality solutions.
10 day test
After 10 days
the blooms in
the bouquet
standing in
Chrysal foam
look much
fresher than
the bouquet
in a leading
brand of foam
Leading brand foam Day 10
2012 has been a year of high
activity for the business with the launch
of three new products in September –
Arrive Alive, Transporter 10 and Easy
Dip. Their latest launch is sure to mark
the year as a golden one.
Chrysal is delighted to be heralding
the unveiling of their Elite floral foam
wet bricks to wholesalers nationwide
and is using Fleurex to mark the official
launch. While Chrysal has been
developing improved formulations
and products within their Chrysal
flower care and more recently plant
care range, the plan to diversify into
floral foam has been bubbling in the
background for several years.
Andrew Hey, the general manager
at Chrysal UK, said: “This is hugely
exciting for us launching into a
new product sector. We’ve been
acknowledged for many years as
the leaders in flower care treatments,
so it would only seem natural for us
to ensure that if flowers are to be
arranged in a medium of floral foam
rather than simply in water, that we’d
want to ensure that we can supply the
very best foam for them.
“We’ve worked closely with a
partner on this project to develop a
specially formulated foam and we are
proud to announce the launch of a
14
Chrysal Floral Foam Elite Day 10
floral foam we believe to be best in the
market.”
Floral foam is a fundamental product
used universally day in day out by
florists around the world, however,
increasingly Chrysal has received
feedback from florists who weren’t
altogether happy with the qualities of
some products available in the market
and felt that improvements could be
made. A special formulated foam has
been created and Chrysal is proud to
be launching this on the UK market.
Rigorous tests have been carried
out versus the leading brand and
results have been dramatic, with
increased vase life, or rather “foam
life” especially with sensitive flowers
such as roses. A key feature of the new
Chrysal Elite Foam is its soaking and
absorbency strength, retaining moisture
for longer than other available brands
and thus continuing to provide flowers
with a water source for longer.
Chrysal’s UK marketing manager
Anne Bricklebank said: “It’s not
only flower performance that we’re
interested in. From our research it
became patently obvious that we also
need to focus on the feel, texture and
structure of the foam. We’ve received
feedback that some other foam
brands break up quite quickly and are
crumbly.”
“In addition we did receive
feedback that one of the most widely
used brands did dry out rather quickly
so it was these qualities that were
focused upon during the development
of Chrysal Elite foam. Meeting the
demands of the end user to achieve
superior performance was a key
consideration during our product
development stage. Initial reactions
from our test group of florists have
been extremely positive and we’re
looking forward to giving more UK
florists a greater choice of floral foam.
We have already got guaranteed
countrywide distribution of Chrysal
Elite foam with a whole range of
launch promotions planned in the
coming months, so watch this space.”
Andrew concluded: “There has
already been considerable excitement
and tremendous uptake from the trade.
We’re delighted it’s being received
so well. As more florists get to use the
product, we’re confident that they are
going to be delighted with the fantastic
results.”
To receive a free sample box of the
new Chrysal Floral Foam Elite e-mail
info@chrysal.co.uk or telephone 0113
3074050.
BFA FLORIST
Asters are a winner for
unbeatable autumn colour
Much needed autumn colour: Brian Ellis has more than 50 varieties of asters in the national collection of
aster novae-angliae at Avondale Nursery near Coventry
18
BFA FLORIST
With three national collections to
look after, Brian Ellis is passionate
about flowers and he is keen to
encourage more people to share
his appreciation for the aster novae
angliae – a parent of the michelmas
daisy.
He said: “Asters make great blooms
for florists because they are available
in a good range of rich, deep colours
including blues, reds, pinks, violet and
white. Although there is no yellow
Novae Angliae.
“They are also available when it’s a
job to get fresh colours at the end of
the year because many other flowers
have finished.”
The weather has been tough this
year for many growers but asters
love damp conditions so it has been
‘absolutely brilliant’ for the collection
at Avondale Nursery and Garden at
Baginton, Coventry.
Brian said: ” It just couldn’t have
been better. Last year’s flowers were
a foot shorter than they are this year.
The wet weather has also pushed
everything together this summer. Those
varieties which normally flower first
have been a bit later and met up with
the late flowering ones – so we’ve had
a stunning display with all the different
varieties in bloom together.”
As well as being a tough, longlived perennial offering much needed
autumn colour for floral designers,
asters are very attractive to butterflies.
There are more than 50 varieties in the
national collection on show in the long
border display garden.
Brian said: “We’ve had a whole
side of flowers in the garden covered
in butterflies. Asters also have very big
stems but need no tying up.”
Brian and his wife Stephanie were
artists and have come into flowers from
a more unusual route. Brian has now
been a nurseryman for 16 years and
Avondale is open from March until
September. It is the national collection
holder for three plant families, the aster
novae-angliae, the anemone nemorosa
– a native wood anemone – and
sanguisorba – which has catkin like
flowers in white, pink or rich maroon.
Unusually everything is labelled.
Brian said: “Often I find nothing is
labelled but everything in the garden
here is labelled. We call it the library.
Visitors can easily make a note of their
favourite plants.”
Next year Brian said the national
collections group are holding an
anniversary event which he hopes will
help to raise even more awareness
about the aster in 2013.
For more information on the
collections and visiting the garden see
website www.avondalenursery.co.uk
All photos Avondale Nursery
19
BFA FLORIST
More specialist outlets
cater for increasingly
discerning shoppers
A study of the UK’s independent
shops by Simply Business has
revealed that traditional cafes,
pubs and takeaways on the
high street are gradually being
replaced by more specialist and
boutique outlets.
More health food shops, tea
rooms, arts and crafts stores, wine
bars and old fashioned sweet
shops are opening up, while
florists have dropped four places
since the first league table in
2009.
The business insurance provider
analysed more than 30,000
independent retail outlets it insures
across the UK, revealing that the
proportion of pubs is down by
20 per cent in the last year, cafes
by 11 per cent, sandwich bars
by 16 per cent and takeaways
down by three per cent.
Faring better, wine bars are up
13 per cent, tea rooms nine per
cent, traditional sweet shops 15
per cent and health food shops
increased by 42 per cent.
Local butchers and bakeries
have also seen a revival, rising
21 and 17 per cent respectively,
suggesting shoppers are happy to
go to specialist outlets rather than
supermarkets for certain purchases
– which could be good news for
traders like florists as a specialist
outlet – if they are able to attract
the more discerning customer.
Jason Stockwood, the chief
executive at Simply Business,
said: “It is encouraging to see
that the high street is adapting to
the new retail landscape, where
savvy shoppers have numerous
alternatives including online,
out of town shopping malls and
supermarkets.
“Our findings show that
independent retailers are
increasingly looking to specialise
or offer something different to
alternative outlets, tempting
shoppers with a more quirky,
unique experience.”
20
Expose your talent
to a huge bridal market
Around 270,000 weddings take place in the UK
every year. This means that most brides will search for
a wedding venue to hold their reception, a wedding
photographer to capture the day, a beautiful wedding
dress and, of course, a wedding florist to help
decorate this once in a life time event.
To ensure that your business is right in front of a
huge potential wedding market, hitched.co.uk, one
of the UK’s leading wedding websites, has come up
with their top five ideas on how to help increase your
exposure online.
❶ Google changes the way it
ranks websites from time to time,
so be sure to stay on top of the
changes being made. Associate
your brands with other trusted florists
or businesses in your local area and
suggest linking back to one another
in order to keep your Google
ranking high.
❷ Keep your website up to date.
❸ Brides love a special offer
and with the recent recession it is
no secret that wedding planning
couples are being careful when it
comes to their wedding budget. A
special offer featuring a discount
code, value for money or something
exclusive should tempt couples
eager to save money your way.
❹ Show off your talent. If you
have images of your recent work
then make sure that this is exposed
on your website or any advertising
or listing that you have online.
Brides-to-be want to see what you
can do, so do not be afraid to
display your beautiful creations.
❺ Accept recognition. If you have
thank you cards or testimonials that
you have been given in the past
then why not share the good news
with others? Couples planning a
wedding area always keen to read
past experiences from newlyweds,
so be sure to post your reviews
and testimonials online in order to
capture their attention.
With technology changing so fast
at the moment it is essential that
you keep your website current and
up to date. It is thought that people
browsing the internet give a new
website that they come across just a
couple of seconds before deciding
whether they like it or not. Make
sure brides stay on your website by
having it look great.
If your business is not
already listed on
hitched.co.uk then it is
possible to join the website
for a 30 day free trial. You
can call the team at hitched
on 0844 8800011 to set
up your listing or follow the
instructions given in the online
suppliers directory. Hitched.
co.uk receives more than a
million visits a month from
wedding planning couples so
get up to date and register
your business.
BFA FLORIST
Search for plants with health benefits
Throughout history plants have
been used for their medicinal
properties and a new study has
looked to pinpoint the groups of
plants most likely to be beneficial to
health.
The study – the first of its kind
– has produced some surprising
results.
By recording more than 1,500
medicinal plants in three continents,
the researchers from the University
of Reading, The Royal Botanic
Gardens, Kew and Imperial College
London have created a family tree
of plant species for each area,
demonstrating how medicinal plants
relate to each other.
They then combined the trees
to create a ‘super’ family tree
representing 20,000 species to
reveal which medicinal plants from
different areas were related.
Not only did the researchers
find examples of closely related
plants being used as medicines in
different parts of the world, they also
discovered they were being used to
treat the same ailments. Furthermore,
they found that many modern day
drugs come from these groups of
closely related plants.
As plant populations are hit by
changing land use, climate change
and over exploitation, identifying
the species most likely to contribute
to future health needs could be
significant.
Dr Julie Hawkins, from the School
of Biological Sciences at the
University of Reading, said: “Our
super tree will help companies
involved in bioprospecting narrow
their search for plants with medicinal
properties which could lead to new
disease fighting drugs.
“It’s incredibly exciting to think that
communities around the world that
weren’t in contact with each other
have sampled related plants and are
using them to treat the same things.”
Phylogenies reveal predictive
power of traditional medicine in
bioprospecting – was funded by a
John Spedan Lewis Fellowship and is
published in PNAS (Proceedings of
the National Academy of Sciences)
Taste of autumn is
a must at Wisley
Photo: RHS
RHS Chelsea Flower Show
2012 Best in Show winner
Cleve West returns to Wisley
for this year’s RHS Taste of
Autumn Festival to talk about
his remarkable year. Also at the
event ‘Grow Your Own’ advice
promises to be in abundance
with an array of food stalls
and cookery demonstrations
Pseudowintera colorata
Phormium sp
Pseudowintera colorata, a plant species used
medicinally in New Zealand. Pseudowintera
species are used traditionally by Mãori people
to treat skin conditions, respiratory problems,
and to help heal wounds. Photography
courtesy of Steven Wagstaff, Manaaki Whenua
Landcare Research, Lincoln, New Zealand
The medicinal New Zealand flax (Phormium
sp.). Phormium species are used traditionally
by Mãori people, who call them harakeke and
wharariki, to treat a wide range of conditions,
including skin, respiratory and gastro-intestinal
problems. Photography courtesy of Andrew
Clarke, University of Warwick, United Kingdom
to inspire. The Taste of Autumn
Festival runs from 17 to 21
October.
Pippa Greenwood, James
Wong and Cleve West will all
be giving advice and talking
about their new projects, and
‘The Big Chef’ Peter Osborne will
be back, cooking up seasonal
delights for adults and children in
the kitchen.
There will be around 40 food
stalls selling everything from sticky
buns to nuts, sausages and fiery
cordials. Apple tastings will also
be on offer where it is possible
to try some fantastic cultivars that
have all been grown in Wisley’s
own orchard.
Grow Your Own guru and BBC
Radio 4 Gardeners’ Question
Time regular Pippa Greenwood
will be on hand on Friday 19,
Saturday 20 and Sunday 21
October talking about ‘Veg
Growing Made Easy and Fun’ as
well as signing her new book The
Gardener’s Calendar.
Botanist, gardener, broadcaster
and natural remedies expert
James Wong will be talking,
tasting and book signing on
Wednesday 17 and Thursday
18 October with his new book,
James Wong’s Homegrown
Revolution. From edible daisies
that ‘electrocute’ taste buds to
an exotic pepper tree that will
shrug off the most arctic winter,
this book reveals the huge array
of experimental crops that can
grow in the UK. Cleve West will
be at the show on Saturday 20
October.
‘The Big Chef’ Peter Osborne
is back, cooking up a treat in our
kitchen. Not only will he create
seasonal recipes to inspire cooks
but visitors can get to try them
too. This year on Saturday 20
and Sunday 21 he is also inviting
children to learn all how to cook.
RHS Grow Your Own is
supported by Mr Fothergill’s.
21
BFA FLORIST
Best of British
iflorist members receive Royal seal of approval
David and Chrissy Price outside the gates of Buckingham Palace
Receiving the Queens Award for Enterprise: David Price with the co-founder
of iflorist.co.uk Steven Harris and the Lord Lieutenant of Lancashire.
22
The husband and wife team
behind a successful relay network
have enjoyed a very special year –
beginning with an invitation to meet
the Queen and present her with an
iflorist bouquet.
David and Christine Price, cofounder and creative director of
online relay floristry service iflorist.
co.uk, have had a very Royal year.
Not only were they among the guests
at The Queen’s Garden Party at
Buckingham Palace in May, after
being honoured with a prestigious
‘Queen’s Award,’ but they also had
the chance to present Her Majesty
with a regional, historical-themed
posy when she visited their hometown
of Burnley as part of her Diamond
Jubilee celebrations.
Receiving the prestigious Queen’s
Award for International Trade has
been icing on the cake for what has
been an extremely successful year for
BFA FLORIST
The iflorist team at the awards ceremony - a very British affair - afternoon tea on a steam train
the relay company. With a network
of more than 1,700 local florists,
each of whom are able to connect to
upwards of 10,000 overseas florists,
fundamental to their success is the
close working relationship between
their network of florists. As reiterated
by the Lieutenant of Lancashire Lord
Shuttleworth, who presented the
coveted award to them aboard the
East Lancashire steam railway: “This
award is not only for the directors
and shareholders of the company but
is for each and every florist that is a
member of iflorist.”
As a business with traditional
values of quality and service, in an
online 24/7 world their success has
been achieved by a keen focus on
developing the very best floral designs
with building a strong network of
florists who they know and trust.
Founded in 2006 by David Price
and Steven Harris, iflorist is part of
Colonial Gifts Limited, which operates
both iflorist.co.uk and ihampers.co.uk
in the UK, as well as floristry and gift
websites in 20 countries.
Managing Director David Price
said: “It was great honour to be
chosen as an attendee of the
Diamond Jubilee celebrations at
Buckingham Palace. Enjoying high
tea in the gardens of the Palace was
thoroughly enjoyable day and a
once in a lifetime experience for both
Chrissy and myself.
“Being privileged guests of the
Queen’s Garden Party was the start
of our Jubilee celebrations, with
other highlights including presenting
the Queen with a unique posy on a
recent Royal visit which was themed
around Burnley’s historical Weaver’s
Triangle. Additionally, we created
a limited edition Jubilee-themed
bouquet, designed in conjunction with
Laurence Llewelyn-Bowen, which has
been well received by customers and
press alike.”
iflorist began six years ago,
partnering with local florists the
world over, and in just three years
has seen its export business grow
a staggering 200%, with overseas
trade now accounting for 40% of the
company’s revenue. With websites
in 10 languages and six currencies,
technology and local understanding in
each country is seen as the key to the
company’s success.
In what could complete a special
year for the company, iflorist has
been shortlisted for Small e-Retailer
of the Year, International e-Retailer
of the Year and Best e-Retailer
Delivery at the eCommerce Awards
for Excellence 2012 and the
Innovation and Technology and Export
categories in the Telegraph Business
Awards 2012.
23
BFA FLORIST
Wholesaler to the florist trade based
in Blackburn, Lancashire.
We operate a cash and carry for
trade members only.
Being a new business, customer
satisfaction is everything to us for
now and the years to come. We
want to hear from the florists and
the experts of the trade directly in
regards to what they would like.
• Artificial Flowers
• Baskets
• Floral Sundries
• Gift Box Sets
• Gift Packing
• Ribbons
• Vases
• Wholesale Candles
We want to help you so you can help us!
First Floor 8 Mill Lane, Blackburn, Lancashire, BB2 2AA
Tel: 01254 693002 www.meenasfloristsupplies.co.uk
24
BFA FLORIST
Beautiful Bouquets of Baby Clothes
Cleverly Handcrfted from UK made Baby Clothes
Low Minimum Order - Online Ordering
All Seasons Flowers
importers and distributors
Suppliers of the freshest flowers
and foliage to the wholesale and
floristry trade
- Colombian Flowers
- Israeli Flowers and Foliage
- Thai Orchids
Tel 0208 561 2552
email sales@allseasonsflowers.net
facebook.com/allseasonsflowers
Twitter @allseasonsflowe
25
BFA FLORIST
Specialist importer
ensures top quality
and competitive prices
J&E Page is a specialist importer and
distributor of the highest quality flowers
to the independent floristry sector. With
roots dating back to the mid 19th
century, J&E Page has the heritage,
experience and contacts to ensure
it can source, import and deliver
spectacular, long-lasting blooms from
trusted colleague producers.
The extensive range of premium
quality, competitively priced
flowers includes Colombian
carnations, garden roses, anastasia,
26
chrysanthemums, alstroemeria, asters,
gypsophilia, hydrangeas, hypericum,
liatris, limonium, solidago, statice ,
spray roses, tropicals and foliages to
name but a few.
The knowledgeable sales team
at J&E Page can offer advice and
support, backed up by leading edge
technology to ensure a service that is
flexible, fast and delivers consistent
quality. With their own specialist
quality control, import handling and
nationwide delivery network flowers
reach their customers in perfect
condition for re-sale.
At J&E Page flowers are in their
blood. The business cares where they
come from; how they are grown; how
much they will delight customers. That
is why they visit their producer partners
across the world to ensure the quality
of their production, share knowledge
of the UK market and discover what
is new and exciting in their part of the
world.
Activities are governed by loyalty to
BFA FLORIST
customers and growers and provision
of a first class service. J&E Page
remains true to these core values while
engaging the challenges of the 21st
century marketplace.
The website offers fast and reliable
information with regular special offers,
news updates, varieties and option for
variety comparisons.
For more details telephone 01981
240 990, e-mail sales@jepage.com,
website www.jepage.com.
Fantastic brands at
great prices with a
customer service
second to none
Contact us now for fixed price options
and our biggest ever selection of top
quality flowers for christmas
Suppliers of
Natural biodegradable petal confetti
The petals are delphinium larkspur, cornflower
and bougainvillea. They are hand picked and
dried using all that nature provides. Nothing is
added, and nothing is taken away, they are a
true representation of a biodegradable confetti
in its most natural state.
If you would like to stock or supply our natural
confetti product we offer competitive trade prices
01884 841561
rosie@bespoke-confetti.co.uk
www.bespoke-confetti.co.uk
27
BFA FLORIST
Exquisite chocolates and confectionery
Florists looking for a product that fits beautifully with flowers might
consider adding chocolates and confectionery to help bolster sales.
Quality chocolate and confectionery is a great way to increase a
customer spend organically.
One of the best ways to really stand out from the crowd is to
offer a point of difference from competitors. House of Sarunds is
the foremost supplier of both pre-packed and loose chocolates
to the specialist sector in the UK offering an extensive range
of both British and continental handmade and hand finished
chocolates, as well as many great selling pre-packed items.
Sarunds believe they cannot be rivalled on price,
quality or their selection and offer a full advisory and
support services including in-store setup, training
and equipment recommendations, free of charge.
See what the House of Sarunds of Blandford
Forum, Dorset, can do to help ‘grow’
businesses today.
To request a brochure or for further
information telephone 01258 450200,
e-mail info@sarunds.co.uk,
www.sarunds.co.uk.
we sell beautiful artificial flowers for the trade
trade
& bulk
so all our flowers are sold
in boxes of 24
We offer wholesale silk and artificial flowers
to the UK market, at competitive prices.
Our aim is to supply fashionable,
quality and cost effective
flowers to UK trade. View
our extensive ranges of
trade artificial flowers
online today.
T: 01706 825064
E: flowers@pozy.co.uk W: www.pozy.co.uk
28
BFA FLORIST
Your Florist Window online
The first Florist
Window client
was launched
in December
2009 with
their first sale on
Christmas Eve.
Since then Florist
Window have
made many
enhancements
to the software
ensuring all
their clients’ websites
keep up with today’s design and
development standards.
Their software will not go stale
as software development is a key
part of their day to day operating
plan. Not only do they understand
how to deploy low cost florist
solutions quickly and easily, they
also know how to get them found
by customers.
www.floristapp.co.uk is the only
iPhone and Android app available
in the UK that anyone can
download for free to find a local
florist; the app feature all Florist
Window clients as premier listings.
They also have their own directory
called www.onlyflorists.co.uk and
dedicated search engine just for
florists, www.floristsearch.co.uk.
Many florists have praised Florist
Window. Penelope Flowers (www.
penelopeflowers.co.uk) said: “Our
new website with online ordering
is bringing us a lot more business,
especially from Canada and the
USA. We are also experiencing
many customers looking at our
website first, then phoning an order
through.
“The initial set up was very
straightforward and quick – you
do not need to be an IT ‘geek’ to
do it.”
Townend Florist (www.
townendflorist.co.uk) said:
“Amazing isn’t it when you find
someone who knows what they
are talking about. Tim got me up
and running within two weeks
and I haven’t looked back. He is
trustworthy, knowledgeable and
prompt. Thanks to Tim my business
has a new lease of life. Can’t
recommend enough.”
Flowers by Arrangement (www.
swanseaflorist.co.uk) said: “I spoke
to Tim for a while on the phone
and learnt more in the first 30
minutes than I had with my old
provider after 18 months. After I
transferred – which was simple –
my online sales changed virtually
overnight.”
For more information see the
website www.floristwindow.com or
telephone 0800 169 3266.
29
FOCAL POINT
BFA FLORIST | for todays professional florist
The British Florist Association is the only national, independent trade association for professional florists. Established over fifty years ago we aim to
serve the needs of our members. This new magazine is yet a further benefit of membership for our members; BFA Florist is for todays professional florist.
All members will receive a complimentary copy six times a year. Now you may have received this magazine and you’re not a member, that’s because
we wanted to get the new magazine out to as many florists as possible following the demise of the Florist & Wholesale Buyer (F&WB) printed magazine
earlier this year. So we’ve chosen around a thousand non-member florists at random to receive a copy for free this month only, we hope you like it.
Within this section of the magazine are the four pages, known as Focal Point which is dedicated to BFA events. We’ve included details of the BFA and
membership benefits which hundreds and hundreds of florists avail themselves of day in, day out to help benefit their business. If you wish to continue
to receive BFA Florist magazine for free every other month packed with ideas, techniques, news and views then the only way to do so is to join the BFA
today by using the membership application form. We very much look forward to welcoming you as a member.
BFA Local
Fancy a FREE inspirational evening of floristry? Share a bite to eat
and chat with fellow florists? It’s got to be a BFA Local meeting!
BFA Local meetings have been designed to create local networking opportunities for the industry. Floristry Demonstrations by a Chrysal
Demonstrator, business seminars, and a chance to chat and socialise over drinks, and a light buffet-style meal. Meetings are held at Country
Basket warehouses and FWTA Wholesalers which is your chance to have a look around, especially if you’ve never visited before.
Don’t be shy - come along!
The Floristry Demonstrations at the BFA Local Meetings are sponsored by Country Baskets & Chrysal UK and offer practical designs & tips
aimed at retail that are bound to sell in your own shop. Discounts and special promotions on sundries will be on offer during the evening. Food
and refreshments will be provided.
Dates for 2012/13 have now been announced:
Date
DayAreaVenue
14th October 2012
Sunday
South West (Central)
Bristol
7th November 2012
Wednesday
London
Covent Garden
22nd November 2012
Thursday
South West
Cornwall
14th November 2012
Wednesday
North East
Leeds
25th November 2012
Sunday
South Central
High Wycombe
5th December
Wednesday
Scotland
Glasgow
16th January 2013
Wednesday
South
Portsmouth
20th January 2013
Sunday
South East
Ashford, Kent
30th January 2013
Wednesday
North West
Manchester
3rd February 2013
Sunday
North
Gateshead
24th February 2013
Sunday
Greater London
Stanwell
27th February 2013
Wednesday
Central
Birmingham
3rd March 2013
Sunday
Ireland
t.b.c.
Kathy Van De Velde said of the Leeds event at Country Baskets: It was a pleasant evening, and came away with a boost of inspiration. It was
also good to circulate and rekindle our industry links catching up with friends we have not seen for a while……..something to appreciate is
our share of enthusiasm and to work closely together to support, survive and grow stronger in today’s economic climate.
BFA Local is sponsored by:
BFAMG01
BFA FLORIST
World-wide search
Readers of BFA Florist Magazine can claim 10 free stems
when they order 50 roses or more for delivery before 31
December 2012 and quote BFA3.
It is an exciting time for Shropshirebased rose breeder, David Austin
Roses. For a long time the company
has been an established name in
the world of gardening but in recent
years they have also been making
a big name for themselves in the cut
flower industry.
Few florists by now will not have
heard of the company’s groundbreaking breeding programme.
Available year-round, David Austin’s
roses have taken their place at the
very top end of the luxury market,
alongside other classic cottage
garden flowers such as peonies and
hydrangeas.
Insiders at the company say that
demand has taken off in Britain
and around the world. Following
interest on social media sites such as
Pinterest and prestigious placements
including the use of ‘Darcey’ on the
Queen’s barge for the Diamond
Jubilee Pageant, David Austin’s cut
roses are increasingly becoming
the ‘go-to’ roses for weddings and
A new concept in florist gift cards
The Flower Card Company was
started in 2002 by two sisters,
florist Debbie Scott and Caroline
Crawford, an artist. Debbie was
unable to find any quality cards to
complement her work so she and
Caroline decided to combine their
skills.
Creating contemporary images,
Caroline worked on painting a new
range of enclosure cards for florists
with the emphasis on producing
36
a quality product. The
Flower Card Company has
grown over the years into
one of the country’s leading
suppliers of florist gift cards
with every design printed from
an original piece of artwork
designed and painted inhouse.
The company now has
more than 200 card designs
and they are always looking
for ways to improve the
company – customers’ ideas
and comments are taken very
seriously
Caroline says: “I often
create designs based on what
customers have asked for. Since
Debbie moved to Canada we
have changed a few aspects and
enlarged the range of small folding
card designs. New large gift cards
and a range of life celebration cards
have been added to the funeral
range. 
“We realised there was a need for
cards that add that personal touch
to a special event and we have had
a great response and very positive
feedback from our customers. Since
Debbie emigrated to Canada
she has started a North American
branch of the company.”
Caroline now runs the company
with her husband Harry. Cards
come with and without text and the
following available:
• Folding cards – £3.40 per pack
of 50 cards
• Large gift cards – £2.80 for 5
of the same card individually cello
wrapped with its own envelope
• Small funeral cards – £2.70 for
50 cards 91 x 64mm flat
• Large funeral cards – £1.90 for
25 128 x 91mm  flat
• Clear acrylic card stands – £40
each
• Cello sleeves to fit large funeral
cards – £7.50 per 500
• Cello sleeves to fit small funeral
cards – £7.50 per 500
Florists can give feedback when
ordering on line at
www.flowercardco.com.
BFA FLORIST
events.
To oversee the company’s rapid
expansion, they have recently
appointed industry veteran Eleanor
Clevenger, who is currently
circumnavigating the globe visiting
farms and shows, taking a fresh
look at logistics and marketing. Her
enthusiasm for the brand is infectious,
“The potential for expansion is
huge,” she says. “To try to meet the
astonishing year-long demand, we
already have farms in Kenya, South
America, Japan, Australia, New
Zealand and America. Our newest
varieties, ‘Darcey’, ‘Keira’ and ‘Kate’,
have vase lives of at least eight days
– significantly longer than our earlier
releases – so florists can now stock
them in store.
“At the moment we’re assessing
some fabulous new varieties, including
what I hope will become the first
yellow in our collection – I just can’t
wait to introduce these to florists”.
For more information, contact David
Austin Roses on 01902 376 302.
Professional
florist insurance
FloriGuard – the home of florist
insurance – can provide insurance
cover for freelance florists, event
florists, wedding florists and floral
designers underwritten by Aviva
Insurance.
This flexible policy allows florists
to select the exact requirements for
their small enterprise and tailor it to
individual needs and budget.
Commercial vehicle / van
insurance for florist delivery vehicles
is available underwritten by Ageas
Insurance, formerly Fortis. With
competitive premiums and cover
that can include protected no
claims bonus, various driver options
and flexible excesses.
Competitive home insurance with
FloriGuard is underwritten by RSA.
www.flowercardco.com
This policy offers blanket cover
for buildings of £500,000 and
contents of £50,000 all at very
competitive premiums and only a
£50 standard excess available to
florists and floristry employees.
Discover more about the benefits
of being a member of the BFA and
how FloriGuard has teamed up
with the BFA to provide members
with exclusive discounts off of their
insurance policy.
BFA FloriGuard Insurance is
available to all BFA members.
For more information telephone
0845 313 9871 to talk to the
dedicate florist insurance team or
see the website
www.floriguard.com
Exclusive Insurance for
Professional Florists
Printed in the U.K from
original paintings
• Created for that extra special finishing touch
• Small Florist Gift Cards
• New designs available
• Christmas and new additions to the Funeral Range of life celebration cards
• Card stands, cello sleeves and envelopes also available
Visit our website at:
wwwflowercardco.com
or call/email for a brochure
flower.card@sky.com
Tel: 0118 9540813
When you have been developing
insurance policies for specific
professions and trades like us for
over 25 years it becomes second
nature to be the expert in that field.
Bridge Insurance Brokers Ltd was
established in 1970 and is rated
as one of the leading independent
Brokers in the UK. Having an
enviable reputation for technical
expertise, service excellence and
integrity, we are committed to
professional standards and are
authorised and regulated by the
Financial Services Authority, Firm
reference number 308815. This can
be checked on the FSA website at
www.fsa.gov.uk/register.
3 Florist Shop Insurance
3 Freelance Florist Insurance
3 Florist Van Insurance
3 Florist Home Insurance
Call Us On 0845
British Florist
Association Endorsed
313 9871
To Talk To The Dedicate Florist Insurance Team
www.floriguard.com
37
Festive
Fever
week
26 Novemb
Festive
Fever
NEW PRODUCT
Chrysal Floral Foam ELITE x 20 wet brick
Introductory offer ONLY £6 per box (max 5 boxes)
Be the first to try this new premium brand foam
See page 14 for more information
Fleur Vital (1000)
£10.00 per box
Leafshine
(600ml & 25% extra free)
2 cans for £5
Only
£2.50
each
Festive
Fever
Only
65p
each
Jumbo Castle Vases Green, Black, Hot pink, Ivory
£19.50 for 30
Participating
T: 01772 333000
www.perterhsmith.com
sundries@pterrhsmith.com
ber to 1 December
Festive
Fever
10” Plastic Base Wreath Ring
£15.60 for 12
Only
£1.30
each
12” Plastic Base Wreath Ring
£19.20 for 12
Only
£1.60
each
Spray Paint
Buy 6 assorted colours
for only £21.00
Only
£6.95
each
Only
£3.50
each
Mum/Dads
(box of 2) £13.90
Additional offers available at
individual wholesalers
g members
Britannia Direct Limited
0845 500 1190
sales@britanniadirect.org.uk
www.britanniadirect.org.uk
T: 02392 635800
www.vanflora.co.uk
sales@vanflora.co.uk
T: 01923 264463
www.janeadams.co.uk
jon@janeadams.co.uk
T: 0141 552 1281
www.jamestaylorflowers.com
sales@jtf.co.uk
BFA FLORIST
A look at the marketing triangle
By Marianne Cowdery
With the theme of the
marketing seminars at
the recent Fluerex being
‘Making A Fresh Start’ I
thought I would go back
to basics for this months
article and look at the three
elements of the marketing
triangle.
This triangle is
fundamental to making sure
your marketing works and
you don’t waste valuable
resources, in the form of time
and money. So let’s take a
look at the three elements:
First is the right market: this
is the WHO – who are my
customers, who do I want
my customers to be?
Once you know what your
customers look like, which
includes factors such as
where they live, their age,
their sex, maybe where they
work, you will be able to
be more accurate with the
other two elements of the
marketing triangle.
So let’s take an example
that you may be able to
relate to. I recently worked
with a florist business and
I asked where most of
her business came from,
who were her customers.
Over 50 FREE* Ready To Print**
Promotions To Use In Your
Florist Business
* Just pay £2.97 for the first two months P&P
** Simply insert your business details
Do you know
what to do but don’t
have time to sit and
write the promotions?
Do you want
to grow your florist
business but don’t know
where to start when it
comes to marketing?
Do you stare
at a blank screen
and not know
where to begin?
Help is here... for the last 6 years I have
helped florists just like you to grow their
business. Every month you will receive masses
of promotions Ready To Print in MS Word
format as well as marketing “Know How” to
help your market your florist business.
To grab your 50 FREE* promotions without any further obligation
simply visit www.redvelvetropeclub.co.uk/membership
t: 0845 094 3907
w: www.worldwidefloristmarketing.co.uk
e: marianne@worldwidefloristmarketing.co.uk
40
She said
they were
everyone,
from office
workers to old
ladies. For one
month she then made
a note after every sale
of the type of person who
had purchased and what
they had purchased. We
also looked at her annual
sales for commercial, bridal
and funeral business.
It turned out that bridal
and commercial made up
over half of her turnover
and that the majority of her
retail turnover was office
workers ordering deliveries
or picking bouquets up. Yes
she did have old ladies,
workmen and ladies that
lunch popping in, but this
was not the majority of her
business.
So this then leads on to
the message. Now she
knows who are customers
are she knows what to say
to them and in what tone
and language.
She can also be specific
about where she advertises;
this is the media element of
the triangle. Getting more
bridal
and
commercial
business has
now become a
focus using bridal fairs and
bridal publications, as well
as setting up a bridal blog
and a pinterest page. Using
direct mail and LinkedIn
she can target commercial
business.
She is now approaching
the businesses where most
of her office worker retail
clients come from to set up
special preferential deals
for their workers and is
advertising her website to
these customers to try and
get more impulse purchase.
Her offerings can also
be more targeted to the
price point and the types of
designs this audience like. It
doesn’t mean she won’t still
get the little old ladies in,
but she can now direct her
marketing effort and spend
on getting more of her ideal
customers who keep
Marianne Cowdery has more than 20 years’
experience marketing leading consumer
brands and working with national retailers. In
1999 she launched a specialist retail floral gift
business, followed by an import and wholesale
business which she successfully grew and sold.
In this time she learnt how to market smarter
with small budgets but getting big results.
Today she helps florists and gift retailers all
over the world get more customers, make
more profits and gain more freedom in their
business; see website
www.worldwidefloristmarketing.co.uk.
BFA FLORIST
Whilst always having a good selection of seasonal flowers available, J Waitson
Flowers Ltd are always seeking to offer new flowers and something different
sourced not only from the best growers in Holland but from around the world.
There is always a stunning selection of oriental lilies and specialist roses,
including the biggest range of Ecuadorian roses in Europe and during the
season the biggest and best display of Peony and Hydrangea.
One specialist service is providing lily and other flowers open and ready to use.
Orders really need to be placed for this service to avoid disappointment on short
notice availability.
Delivery can be arranged in the London area and details are available on request.
Tel: 07738943903 / 07940471386
jwaitsonflowers@gmail.com
www.jwaitsonflowers.co.uk
42
BFA FLORIST
Easy Dip® – hydrating
stimulator from Chrysal
Hydration and flower condition are
important throughout the floral chain, with
maximum uptake through the flowers’
vascular system being key. Chrysal Easy
Dip is a pre-conditioner helping open
stems to their maximum before flowers are
conditioned with Chrysal Professional 2.  
Simply dip the re-cut stems into the Easy
Dip for a couple of seconds before placing
into a container of Chrysal conditioner. Easy
Dip does not serve the purpose of hydrator,
but eases the route of the conditioner
through the flowers’ vascular system
supporting maximum freshness throughout
the entire floral chain thus allowing longer
enjoyment of the flowers. Easy Dip comes
in litre bottles and should be available from
wholesalers nationwide. For further details
contact Chrysal on 0113 3074050 or
e-mail info@chrysal.co.uk.
®
Arrive Alive by Chrysal keeping flowers fresh and beautiful
Chrysal, always at the forefront in
flowercare are yet again bringing a
revolutionary new product to the UK market.
Arrive Alive by Chrysal, is a patented
horticultural foam-wrap which gives
maximum hydration for flowers in display
and transit, maintaining freshness and
quality.
Arrive Alive keeps flowers fresh without the
need for a bucket or vase of solution and
is therefore extremely convenient and user
friendly. As soon as flowers are taken out of
water their stem ends will begin to seal up
as quickly as within 20 minutes, preventing
essential water travelling up the stems.
No matter how often Chrysal pass on
good care advice to customers, including
‘don’t forget to cut a couple of centimetres
from the stems before placing in a vase with
your flower food’, these essential steps are
often missed out. Applying an Arrive Alive
means that stems are never without water
from the point they are wrapped to being
unwrapped at their final destination.  
Arrive Alive will keep flowers fresh and
beautiful. Of course Chrysal do not expect
flowers to be kept in Arrive Alive for overly
long periods, but they can remain happily
wrapped for up to three days as the
foam can absorb up to 140ml of Chrysal
solution.
 Arrive Alive is made of ingenious foam
and developed by US company MAC
Technologies, who are working together
with Chrysal on this project. Arrive Alive
will absorb and release water far more
effectively and efficiently than cotton wool,
paper, tissue and allows flowers to be
transported on their side without the risk of
water spillage / leakage.
It is a simple five step process: after
securing with the first elastic band, soak
the stems and foam in a solution of Chrysal
Professional 2 for just 10 seconds, until
bubbles stop appearing on the surface of
the container (the same solution you use to
condition your flowers and which comes
out of your Dosing Unit). Then it is time to
place into the flower bag and secure with
the second rubber band making sure it is
fastened above the foam so as to prevent
leakage.
The product is available in cartons of
50 Arrive Alive from Chrysal stockists
nationwide.
For further information or free samples,
e-mail info@chrysal.co.uk, telephone 0113
3074050 or see the website
www.chrysal.co.uk.
 Arrive Alive is easy to use
and designer Dennis van
Wonderen can be seen using
the product by visiting the
Chrysal youtube channel by
searching ‘Chrysal Flower
Care’ or by scanning this QR
code:
43
BFA FLORIST
Essential
skills
courses
for adult
learners
Westminster Adult
Education Service,
(WAES), is one of the
largest adult colleges of
its kind in the UK, offering
floral design courses from
beginner stage to Level 2
Certificate.
Positioned in the heart
of Westminster, teaching
methods for the courses
are tailored specifically
towards adult learners.
From formal floral theories
such as colour, line
and texture techniques
through to in-depth skills
development for table
arrangements and hand
tied bouquets, WAES
courses are designed
to be perfect for those
looking to gain insight and
experience or are looking
to develop their career
prospects.
WAES industryprofessional tutors also
include enterprising
techniques in classes
including costing, quality,
fault checking and how to
work safely – all essential
skills for the budding florist.
Enrolment for floristry
at Westminster Adult
Education Service takes
place twice a year; check
the website for course
availability
www.waes.ac.uk or call
020 7297 7297.
44
College launches online degree
Myerscough College is launching
a part-time online study version of
its popular foundation degree in
commercial floral design. The launch
coincides with the college’s silver jubilee
year of floristry teaching and is an ideal
course for florists and designers looking
to develop their knowledge and skills.
There is no requirement to attend
college as part of the programme.
Students learn floral design theory,
follow practical demonstrations, create
practical pieces and receive detailed
feedback on their work – just as they
would in any traditional class.
Students can keep in touch with fellow
class-mates – and follow lectures and
tutorials – using ‘Myerscough Bloom’,
the college’s unique web-based learning
environment.
Applications are now invited from
Training to
help businesses
to flourish
prospective students for the course
starting in September 2013.
Detailed course factsheets and
information about the new higher
education part-time study loans are
available from the college website at
website www.myerscough.ac.uk.
Jane Benefield, floristry tutor at
Warwickshire College understands the
benefits to employers that training at
college brings. She said: “I came into
floristry as a mature student and came
to college for one day a week. Through
college I became really interested in
competition work and worked for an
employer who encouraged me to
take part.
“Through this I won Interflora
Florist of the Year, which gained
a lot of publicity and business for
my employer.”
“Being at college taught me the
basics but it also encouraged me
to be creative and I was able to
try new and different techniques
without worrying about the risk to
my employer.”
Warwickshire College prides
itself in offers fantastic training
areas, with award-winning
tutors who are at the forefront
of modern, creative floristry design.
Many of the expert tutors still work in the
industry and bring their creative flair to
the classroom.
The beautiful surroundings at the
college’s Moreton Morrell centre also
offer students the chance to pick natural
and home-grown products for their
creations.
For more information
www.warwickshire.ac.uk.
BFA FLORIST
45
BFA FLORIST
College’s home-grown world skills winner
Eoin Irving-Knowles with
his winning entry
Langside College floristry student,
Eoin Irving-Knowles scooped gold at
the 2010 national WorldSkills UK
competition at the Royal Horticultural
Society, Malvern Autumn Show.
WorldSkills UK is a framework
of regional and national skills
competitions delivered each year
across the UK for young people
and adults. The competition aims
to showcase excellence and
help lift standards of training and
performance to promote world class
skills.
Eoin showcased his skills by
making a bridal bouquet with a
matching button-hole, a top table
arrangement and a textured cushion.
The final test was a ‘mystery item’
– which was an arrangement
using materials unseen before the
competition.
Eoin said: “I honestly did not think
for one minute I would win gold as
there were so many competitors on
the day. Doing the competition was
great, as I not only met people that
represent the best of the Floristry
profession but I also enjoyed the
competitive atmosphere.”      
Eoin qualified for the World Skills
UK Floristry Finals after winning the
Scottish regional heat at Intermediate
level which was held in May 2010
at the Langside College Rutherglen
Campus. Eoin began the Beginners’
Floristry course at Langside College
in 2008 before progressing onto the
full-time City & Guilds Level 2 course. 
He has gained experience in the
trade by working for a local florist,
which has further broadened his
experience producing modern and
traditional wedding flowers, as well
as a wide selection of floral styles
and designs.
Eoin said: “The support and help
from my lecturer, Julie Lindsay, was
Langside College Glasgow
Offers a range of floristry courses - There’s bound to be one to suit you!
• City & Guilds level 1 (for beginners)
• City & Guilds level 2 Diploma
• City & Guilds level 3 Award
For more information visit www.langside.ac.uk Email enquireuk@langside.ac.uk
Phone student services on 0141 272 3636
We are a City & Guilds Approved Centre and a member of the British Florist Association Ltd.
48
BFA FLORIST
Tel: 07816563356
e:info@academyoffloristry.co.uk
www.academyoffloristry.co.uk
just fantastic as she gave me some
extra tuition when possible and
always encouraged me. I am very
grateful to her for all she has done
in helping me to believe in myself
and to obtain the Gold in Floristry at
the WorldSkills UK competition.”
Langside College provides
excellent facilities for its floristry
students and is extremely proud of
the Rutherglen Campus, which is
located in splendid landscaped
gardens. The college offers a wide
range of courses at Rutherglen
Campus including floristry,
horticulture, green-keeping and
construction skills at various levels.
For further information on the
courses available
www.langside.ac.uk or call student
services on telephone 0141 272
3636.
We are an accredited
City&Guilds centre,
running professional
floristry courses at levels,
2, 3, and 4 the Higher
Diploma in floristry, with
also fun recreational
courses for all abilities.
We offer local florists, flower
arrangers, clients wishing to
change careers, or anyone
with just a keen interest in
flowers, courses that you will
enjoy, help you to be more
creative, improve your skills and
knowledge, make your business
more successful and profitable,
to gain a City&Guilds
qualification, at times of the
day and days of the week most
suitable to you.
Academy of Floristry
Unit 2 Dominion Centre,
Elliott Rd, Bournemouth,
Dorset, BH11 8JR
49
BFA FLORIST
Floristry Training
One-to-One Pack
In-Shop Training
Designer Workshop
Gift Vouchers
0141 942 2163 enquiries@scottishschooloffloristry.co.uk
www.scottishschooloffloristry.co.uk
50
BFA FLORIST
51
BFA FLORIST
Well established
company offers the full package
No order is
too big, or
too small
52
Since opening for business in
August 2009 Wolverhampton
Flowers wholesale, trade and cash
and carry business has become
firmly established as a company that
demands the best possible quality,
service and price.
Always looking to make
improvements the business operates
from a fully refurbished warehouse
and over the last few years a
new computer system has been
introduced to make invoicing quicker
and more efficient.
The company imports flowers from
all over the world. With fresh flowers
leaving Aalsmeer Holland five days
a week and three deliveries a week
from Colombia, Ecuador, Israel as
well as locally grown flowers the
business can offer the full package.
The sundries department boasts all
the big names like Smithers Oasis,
Val Spicer, Pokon Chrysal and many
more.
Wolverhampton Flowers aims to
offer fantastic prices on wet foam,
cello, aqua boxes and a full range
of foam bases including the full Val
Spicer Design collection.
Advice and support for fresh
flowers is readily available from the
experienced staff. From deciding
what the latest flower trends are to
supplying exotic blooms or special
orders for weddings, funerals or
large events Wolverhampton Flowers
is all about consistency. Consistent
with stock, quality and service –
always on the ball, ready for the
BFA FLORIST
Seasonal blooms and
festive decorations
next order.
In both flower and sundries the
company is constantly on the look
out for the next big thing working to
achieve this with regular trips to the
Dutch Flower Auctions and sundries
suppliers’ showrooms.
Wolverhampton Flowers, in
Wolverhampton, West Midlands
is open to the trade which includes
florists, street traders, wedding
planners, garages and hotels. No
order too big or too small.
For more details on the products,
new ranges and offers as
they happen see
www.wolverhamptonflowers.co.uk.
Wholesale flower company
Boomerang Flowers Limited is a
friendly, family run business with more
than 25 years’ industry experience and
knowledge.
Most flowers from Holland,
Columbia and Italy are available
daily, however, flowers can be
ordered especially to meet individual
requirements.
Boomerang specialise in seasonal
English flowers including Sweet peas,
Bella Donnas, Peonies, Lisianthus,
Alstromeria and Black iris – which can
be great for a classic English wedding.
Throughout the year the business
stocks a selection of wickerwork,
animal planters, decorative metal
garden items, ornaments and wedding
accessories.
During the festive Christmas season
Boomerang concentrates on quality
blue pine wreaths and garlands. hand
made holly rings and a large choice
of artificial wreaths, decorations and
ornaments.
Based in New Covent Garden
Flower Market, near Vauxhall in
London, it is open for customers to
visit from Monday to Friday and some
Saturdays.
Deliveries can be arranged and if it
is more convenient collections can also
be made from Orpington in Kent.
For more information see
www.boomerangflowers.co.uk or
contact Jeff Edwards on 07875 654
253, 0207 498 3578; e-mail sales@
boomerangflowers.co.uk for enquiries
or orders.
Fresh Flower offers 5 times a week
Email:wolverhamptonflowers@rocketmail.com
www.wolverhamptonflowers.co.uk
53
BFA FLORIST
First cash and carry
depot for Glasgow
FleuraMetz has certainly been
keeping busy this year increasing the
number of flying Dutchman servicing
Ireland, as well as opening new
cash and carry facilities in New York
City, Montréal, Dublin and two in
France. FleuraMetz has also opened
its first cash and carry depot in the
UK.
The new depot is conveniently
located in the centre of the flower
market in Glasgow. From the
modern 4137 square feet facility
– with its fleet of delivery vans
– FleuraMetz can supply all of
Scotland on a same day basis.
Headed by a veteran in the flower
trade for 25 years, Scott Allen is
excited to utilize the strength of
FleuraMetz to the benefit of Scottish
florists everywhere.
He said: “Until now florists were
only able to buy from FleuraMetz
on the direct internet system twice a
week. With the new cash and carry
florists can buy little and often and
expect the same great flowers at the
same great price.”
Getting the unit operational – in
less than 90 days – proved to be
quite a challenge involving working
deep into the night to transform the
premises for their new use and the
FleuraMetz team literally put the
finishing touches on the morning of
the opening.
At the grand opening the
customers and team members joined
in the celebrations and Scott added
to the occasion by playing a few
popular tunes on his bag pipes.
For more information and to
order flowers contact Scott on
078.0135.3673, or e-mail
sallan@fleurametz.com.
54
BFA FLORIST
GBR
Wholesale
flowers, plants
and sundries
Harbourflora Ltd is a specialist
importer of fresh-cut flowers and
pot plants.
Our team of traders have almost
150 years experience which,
when coupled to the strength of
our export partners worldwide,
combines to make a formidable
partnership.
T: 01268 570925
E: sales@harbourflora.com
www.harbourflora.com
56
Allied to this wealth of experience
is our commitment to our clients.
We buy flowers daily and deliver
throughout Essex, Suffolk and
East London six days a week.
Flowers
Wholesale suppliers
to retail trade
throughout the
North West,
delivering quality
6 days a week
Tel: 0161 230 6860 Fax: 0161 230 6966
Email:sales@gbrflowers.co.uk
www.gbrflowers.co.uk
BFA FLORIST
M
arilliam Flowers has over the past
eight years blossomed into the North’s
leading top quality wholesaler. Our
reputation is for the very finest cut flowers with
good old fashioned reliability and value to match.
This last year has been an exciting one for us as
it has seen us link with a large Dutch wholesaler
which enables us to offer vast quantities of ultra
fresh stock and to pass on bulk order deals. Much
of the stock has the benefit of coming direct
from one of our many preferred growers thus
ensuring the very freshest flowers and a speedy
supply chain.
This year has also seen the opening of our state
of the art website. The website is worked on and
is evolving 24/7 so always improving and never
boring with many daily offers. It is a window into
our current stock of fresh flowers, foliages and
sundries. We must mention two particular
lines that we stock the “Nigel Vase and
the Core basket”, we have our own source
of supply for these and are extremely
competitive. Which means more profit for
your relay lines !!!!
• Nigel vase £11.70 for a box of 6
• Basket £2.89 each or £2.71 for 24
Units 1-5 Wholesale Market , Red Doles Lane,
Off Leeds Road, Huddersfield. HD2 1YF
Tel: 01484 353035 Fax: 01484 353039
www.marilliamflowers.com
Email: marilliamflowers@btconnect.com
Our web shop also opens a link to the largest
sundries supplier in Holland. You will be amazed
by the thousands of different and exciting lines
which can be with you in as little as 48 hours. Your
imagination will be sure to run wild.
But not everything at Marilliam is new. We kept
all the old good bits. Matthew
and his team have more
years in the flower industry
than they would care to
remember and no amount of
investment can buy what they
have, knowledge dedication
and genuine caring. If you
want an easier and better
option why not give us try.
William Higham
S . Robert Allen Ltd
We are wholesalers of fresh cut flowers, we provide
florists and floral designers most varied wholesale
fresh quality cut flowers at the new covent garden
flower market in London. So call us today & speak
to one of our salesmen John, Ken, Paul or Trevor.
Stand N1, Flower Market, New Covent Garden, London, SW8 5NG
Tel: 020 7720 9432 Fax: 020 7627 8029 Email: srallenltd1@aol.com
Boomerang Flowers Ltd
Wholesale flowers
Family owned wholesale flower
company based in Covent
Garden Flower Market
Servicing the needs of florists
throughout the North West of
England since the1940’s
Specialising in the supply of top quality seasonal flowers from
English growers with a regular delivery of fresh flowers from
Holland, Colombia and other suppliers from all around the world.
spray
n
Flowers so good,
dried
o
b
s
l
b
i
a
r
t
y always
s
s
a
er
r you’ll
ry
p
c
s
feath
s
s
r
d
bea
flowe
s
e
l
come back
n
d
bo
b
can
i
ied
r
r
d
s
er
Covent Garden Flower Market
als
t
feath
s
y
s
r
Stand B4, London, SW8 5BH
n
c
pi
ads
e
b
les
d
n
Wholesale: Contact Jeff on
a
c
rs
flowe
T: 01942 826970 F: 01942 826971
E: sales@williamhigham.co.uk
07875 654 253 or email
sales@boomerangflowers.co.uk
www.williamhigham.co.uk
57
BFA FLORIST
We are a young company with fresh views about supplying you with the best
products in the most convenient way
From our base right in the middle of the UK in Coventry we are providing our
services to an ever expending customer base with customers nationwide.
With over 2000 fresh products in stock every day we provide our customers with
a wide selection of Flowers and Plants. Special to the Q flowers web shop is our
‘growers-plaza’ where you can order directly from selected growers.
Buying fresher couldn’t be easier and with daily special offers you’re saving
money every time.
For more information or to get in touch please visit:
www.qflowers.biz
here you will find your Demo login code.
F&H Flowers UK Ltd
50-52 Block B, The wholesale fruit & veg market, Edge Lane, Liverpool, L13 2EJ
Birmingham Flowers and Plants Ltd
Internet sales with
a personal touch
Birmingham Flowers and Plants Ltd are one of the
largest importers of fresh flowers and plants from
Europe. We also now import large qtys of Glass
and Christmas wreaths from China and have recently
expanded into Florist Sundries and have a large stock of
all core items available.
We specialise in Wedding and Funeral Orders and have a
dedicated team for all your requirements.
Our special offer for the next 6 months is on Nigella Vases
( subject to availability) @ £1.75 each.
We offer deliveries in the West Midlands area and take
orders either by email, telephone or fax. You can also order
from our newly developed webshop.
Make us your One Stop Shop for all
your floristry requirements.
39-40 Wholesale Market Precinct, Pershore St, Bham, B5 6UN
T: 0121 666 6623 F: 0121 666 6050
E: jeff.birminghamflowers@gmail.com
Alagar Ltd
Wholesale suppliers of cut flowers
Specialists
in cut flowers from
Holland • England • Columbia
Delivering to
MERSEYSIDE
T: 0151 254 2254
F: 0151 252 2166
E: fandhflowers@btconnect.com
Wholesale Florists
A firm favourite with event
companies, party organisers, designer
florists and freelancers, Alagar stock an
inspiring range of flowers from Britain
and around the world.
Always a source of top quality
materials, Bobby Armitt and Tony of
Alagar are able to track down varieties
to order at any time of the year.
Alagar have a same day delivery
service to clients in Central London,
and are part of the Flower Market
Delivered, which offers next day
delivery by courier throughout the UK.
Unit N9/10, New Covent Garden, Flower Market, London, SW8 5NA
Tel: 020 7498 0170 - Email: alagar@hotmail.co.uk
58
BFA FLORIST
Wholesalers of Fresh Cut Flowers, Plants and Sundries
Specialising in the import and wholesale supply
of fresh cut flowers, foliage, plants and sundries.
We have been trading for seventeen years and we
have built our business with the help of a team of
dedicated people committed to meeting the needs of
our customers by supplying top quality products and
by delivering a consistent and reliable personal service.
Opening times:
Monday until Friday 3am until 2
Saturday 3am until 10
Sunday 9 until 12
M28 2LA UNIT 4 • Holloway Drive • Wardley Ind Estate • Worsley • Manchester
Tel: 01617281285 • 01617936670 • www.clogflowerwholesale.com
To be a part of the next issue of
BFA
for todays
professional
FLORIST florist
Contact one of our representatives on
01257 267677
59
BFA FLORIST
Pre-Christmas analysis to help
shops increase sales
Retailers wanting to test the performance of their concept
stores, new stores or one-off events, particularly ahead
of Christmas, can now do so quickly and cost effectively
through Shopper Engage Lite, a non-invasive way of
gaining valuable insights into in-store customer interactions
with products and staff and their subsequent impact on
sales.
Available through Ipsos Retail Performance,
Shopper Engage Lite provides detailed
answers to retailers who have questions
about the performance of their stores. For
example: Are certain products in the right
place? Does store navigation design
help customers to find what they want?
Armed with accurate information
about their customers, retailers can
subsequently take informed decisions to
optimize aspects of their stores such as
altering merchandising.
“Shopper Engage Lite is ideal
when maximum flexibility is needed;
for example, for retailers wanting an
instant ‘snapshot’ of particular stores,
especially ahead of busy trading
periods such as Christmas,” explains
Dr Tim Denison the head of Retail
Intelligence at Ipsos Retail Performance.
“This solution means that retailers can
ensure products are best positioned
for increased sales, can better engage with
customers, and avoid tiny mistakes which see
their potential customers heading out of the shop
instead of to the counter.
“Also, retailers can apply the lessons they learn
from one store and implement them into others,
which can make a big difference to their footfall and
revenues elsewhere in the business. A typical project from
brief to report will take less than five weeks, so they can
make decisions and take action very quickly.”
Shopper Engage Lite is also suited to retailers new to
the concept of customer counting and tracking who would
like to test its effectiveness as a business tool. Poorly laid
out stores can have a negative impact on sales, so by
understanding and making improvements, retailers can
increase their revenues.
Reports subsequently generated by Ipsos Retail
Performance provide answers to retailers’ questions in
many areas. For example, are seasonable best selling
products in the best place in the shop for increased sales?
For further information about Shopper Engage Lite see
the website www.ipsos-retailperformance.com.
60
BFA FLORIST
Updating the Christmas
market for florists
A leading supplier of quality Christmas trees – Joseph
Noblett of Chorley in Lancashire – is launching an
exciting range of new products this Christmas.
These vibrant new concepts are unique to florists and
given their proven success in USA, Joseph Noblett is
confident they will modernize the Christmas tree market
for florists in the UK.
One of the products is a fresh Nordmann tree up to
1.5m, complete with a water holding Christmas tree
stand, and packaged in a stylish and eye catching box.
The box is attractive to an impulse buyer and its
unique design means it can be carried home and
unpacked in seconds.
Another new and exciting product developed
specifically for florists is a range of small pot grown
trees, which have been grown with great care in
Lancashire.
There are different varieties of tree on offer and they
are designed so they can be continue to grow over
several years. These pot grown trees will arrive at the
door ready to sell and Joseph Noblett deliver all their
products directly to stores.
For more information www.josephnoblett.com
We will b
attendin e
the Fleu g
Show 20rex
12
61
BFA FLORIST
about our wreaths
beck the flower ltd are the uk’s largest
manufacturer of noble fir wreaths.
maximizing profit
beck the flower wreaths are made to the
highest quality standards to enable you
the florist, to attain maximum margin,
add to this the fact that we take care of
all the hard work such as sourcing top
quality foliage and the manufacturing
process, the effort you save can be put
into other areas of your business at this
busy time of the year.
• noble fir wreath plain 16-18 inch (40-45cm) sold in 30’s
• noble fir swags plain 16-18 inch (40-45cm) sold in 30s
• noble fir jumbo wreath plain 18-22 inch, sold in 10’s
• noble fir cross
• prices on application
tel: 01299 841101 fax: 01299 841102 email: sales@becktheflower.com
Christmas is coming
don’t miss out!
01603
406888
lights
wicker
ribbons
baubles
wreaths
fruit slices
pine cones
christmas trees
decorations
...and much
more
www.agm-wholesale.co.uk/shop
AGM Wholesale Ltd. Unit 7, Frensham Road, Sweet Briar Ind Est, Norwich, NR3 2BT
Tel: 01603 406888 Email: sales@agm-wholesale.co.uk
62