NZPF NEWSLETTER - New Zealand Professional Florists Inc.

New Zealand Professional Florists Inc.
NZPF NEWSLETTER
March 2016, Issue 1
Page 2
CONTENTS
04
President’s Report
10
14
A Family Affair
Inspiring People
Dale Lee-Lo
Holly Sarten
Dale Lee-Lo
06
11
15
Enrolment Form for
Assessments
Best Wishes For 2016
Megan Parker
NZPF Patron, Life and
Affiliated Members
07
12
17
My Journey
NZPF Pathways
NZPF Executive & Secretary
08
13
18
Landscape Arrangements
Chief Area Assessors
From The Office
Marie Fowler
www.nzprofessionalflorists.co.nz
www.facebook.com/NzpfNewZealandProfessionalFloristsInc
Front cover
By Dale Lee-Lo
Page 3
President’s
Message
March 2016
D
ear fellow flower lovers,
Welcome to 2016 and my very
first message to you as your new
President. It’s hard to believe the
holidays are over, hopefully you have had
a chance to rest and are ready to take on
whatever challenges this year throws at
you.
I feel like I grew up with NZPF and really
loved going to the meetings, conferences
and competitions that my employers took
me to. We always came away inspired
and eager to try out new ideas. For those
who don’t know me, I did my training by
working in florist shops in Wellington
and doing my exams through NZPF.
I have owned florist shops, but for the
last 9 years have been teaching floristry,
which involved studying to get Adult
education qualifications, and finally my
NZPF Diploma! I currently teach with
MIT (Manukau Institute of Technology)
here in Auckland. Teaching is an area of
floristry I really enjoy, it’s very fulfilling
seeing students develop skills and
embark on a new career.
By the time you receive this newsletter
Valentines Day will have been and gone,
and hopefully it was great (but hectic) for
you all! Coming up in March, there is the
Interflora Conference in Vietnam and as I
am fortunate to be going, I hope to catch
up with some of you there.
One of the reasons I took up this position
is because I am passionate about our
industry, and think it is great that we
have this Society where we can get
together, brainstorm, chat, get inspired,
so we can carry on doing a job we all love
and I would hate it to disappear! So if you
know someone who is not a member how
about encouraging them to join? NZPF is
not just for getting great, world class
qualifications, but also for mentoring,
supporting and inspiring and uniting us
as an industry.
I look forward to working with you all,
and remember“The only way to do great work is to
LOVE what you do” -Steve Jobs.
Warmest Regards
Dale Lee-Lo Dip.NZPF
Page 4
Page 6
My Journey...
By Marie Fowler
I
started on my journey towards my Level
3 NZPF qualification when I was 20,
after 16 years, a husband, two children
and a new floristry business later, I finally
completed my journey. It was a long time
coming when I decided last year to finally
tackle and complete my Level 3 junior exams.
Deep down I knew my techniques were good
and I did work with flowers every day, but
even so, my nerves started getting the better
of me and I began to ask myself “what was I
thinking!!”
But with the encouragement of my senior
florist (who loved to tell me that she was
more qualified than I was LOL) and my
family I quietened my nerves, studied hard
and received my Level 3 Certificate in 2014.
With my new certificate holding a special
place in my home I decided it was time to
really sink my teeth in and get a matching
pair so I began to tackle my Level 4’s in 2015.
I was very lucky to be able to take the APL
pathway due to my many years working in
the floristry industry.
After more hard studying and driving
everyone crazy I sat my written, with more
nerves than my junior, I left the exam feeling
like I was another step closer to my goal.
florists I sat my practical exams, I was so
nervous and left feeling like I’m sure most
people do, “I wish I had done”, “I wish I had
more time”.
When the big white envelope arrived in the
post, I held my breath and opened only
daring to peek at the first line of the letter “It
is with great pleasure that I write to you
confirming the completion of NZPF Level 4”
Wahoo after 16 years I could finally say I was
a qualified senior florist and man did I feel
proud.
If I could do it over I would have completed
my exams years ago instead of leaving it so
long, so to all of you out there considering
starting or completing your journey to formal
qualifications I say “ DO IT” jump on that
bandwagon and put your best foot forward.
And for me, well, I think I hear the sound of
my Diploma calling.
- Marie
In November last year at the Hamilton
Gardens over the watchful eye of some great
Page 7
Landscape Arrangements
Landscape Styles
Definition:
The landscape style is a design
which represents a total “vista”
of a garden unlike the restriction
of a vegetative design which
must incorporate the idea of a
single growing plot.
A landscape allows the designer
to Incorporate and bring into the
arrangement the garden (and
beyond) into the design. It is a
panoramic view of the total
garden.
It has a bigger feel about it than
vegetative as representations of
trees, bushes, shrubs as well as
the flowers and groundcover can
be incorporated.
The groupings in the design are natural with mosses, groundcover, stones, bark etc.
breaking the design.
Branches and stylised green can represent the tree levels in the created garden. Tall forms
are usually placed towards the back of the container with the shorter material in the front.
This is in sharp contrast to the Vegetative Design.
Decorative or Interpretative Landscape Styles:
This option of the style allows much more artistic licence and freedom with forms and colour
to make the statement. The landscape idea is followed but flowers and materials can be
used out of their growth context. Whilst this must be done with sensitivity and still maintain a
growth pattern the techniques of terracing, layering, dustering and tufting can be used.
In commercial designs when often the container and the space it is to occupy are limited
Decorative or Interpretative Landscape styles are most commonly used by professional
designers.
Page 8
Practical Application:
This is a style that will always be popular especially today where the emphasis is for things
natural – and the advent of the Green era. It allows a selection of choice blooms to be
shown in a natural way.
Containers:
These are best chosen for their simplicity. A container that is low and linear – usually made
of
ceramic, wood or wicker will not detract from the scene that is created in it.
Mechanics:
Foam should be placed in the container so that all areas are covered. Some areas can be
built up with foam to represent ground contours or simply to hold large materials i.e.
branches.
Materials:
All available flowers and foliages can be used in this design. In its pure form they should be
of the same season but in Interpretative or Decorative work “crossing” is permitted by
sympathetic types are best combined together.
Much material will benefit by “pruning” to ensure clean lines.
Marking System:
All aspects of the Elements and Principles of Design should be evaluated in this discipline.
Suggested emphasis could be on the following aspects:
a)
b)
c)
d)
e)
f)
g)
h)
i)
j)
Balance
Use of Forms in Space
Areas of Dominance
Transition
Rhythm
Use of Colour
Scale and Proportion
Line
Texture
Balance
Page 9
A FAMILY AFFAIR
Holly Sarten
A
fter getting bored of the daily office
job, I couldn’t take it anymore and
decided to apply for a job as a supermarket florist. Luckily I managed to get an
interview.
The day before the interview I went to visit
my Nana and she gave me quick tips on how
to make a bouquet out of bits and pieces in
her garden. This all happened about 7 years
ago. It started with processing supermarket
flowers for Flower Factory. From there I
discovered how much I loved working with
flowers and wanted to learn more. I went on
and gained qualifications through MIT and
had the privilege of being a student of
Priscilla Hunt and Lynette Gumm.
After that I was invited to Ellerslie Flower
Show where I attended the Young Apprentice
Florist Of the Year and won a Silver
Distinction Award and other prizes.
Winsome Sarten a renowned Taranaki florist
was my Nana. After 50 odd years of being a
florist she developed into a well-respected,
skilled florist and winning competitions. She
has also been a great mentor for many
florists.
Her influence, my experience and loving
every minute of it all I decided I would love to
have my own business. The opportunity came
along and I didn’t look back. Finally the day
came for me to do my own business called
'Flower Studio' in Inglewood. Flower Studio
delivers flowers all over Taranaki daily and is
positively expanding.
I’m proud to carry on the Sarten name in
floristry and still enjoy foraging in my Nana’s
old garden for those special unique floral
treasures.
- Holly
Page 10
stems and finally the construction. Once
constructed, the last most important aspect
of these pieces was to ensure that the wrist
sprays stayed together.
Best Wishes for 2016
H
appy New Year to you all, I trust
Christmas trading was great for everyone and although Valentine’s Day fell on a
Sunday, we all buy and prepare for reduced
sales. Each year there tends to be a decline
in the demand for roses and this year was no
different.
I found the most popular
purchases were Handtied Bouquets and
Handtied Posies.
Now we are full swing into the wedding
season. I love seeing what everyone posts on
Facebook, it is a fantastic way to share our
expertise and showcase what we can create
for our clients, there is nothing like instant
exposure. My weddings this year have all
been quite different in style and
design
requirements, from the fabulous to the
subtle and simplistic.
I recently had a wedding where all of the
female wedding party wore succulent wrist
sprays (mini succulents) the bride carried
succulents in her bouquet and the men all
had stunning succulent buttonholes. These
were a delight to make, intricate wiring of
individual succulents, taping to seal the
It is times like this that I am thankful for
my training through NZPF.
Excellent
grounding, fantastic wiring and construction
techniques and wonderful guidance from
exceptional tutors. All of this continues to
help me to provide excellent pieces for my
clients.
Enjoy the next few months of weddings, as
the end of daylight savings is fast
approaching.
With our next opportunity to WOW our
customers being Mother’s Day Sunday 8th
May, start looking through those boxes and
containers from last year, pull out what you
need to use up, remind everyone in the shop
to use them first, reducing the price even
close to cost makes a difference (better to get
something for it, rather than nothing). Start
decorating your water filled containers left
over from Valentines.
Sit down with your team and discuss what
you are going to do this year for Mother’s
Day as a theme, there is nothing like team
work. Everyone loves to feel a part of the
decisions.
Happy Trading Everyone
Megan Parker NZPF Dip.MF
Page 11
Page 12
Chief Area Assessors
Wellington / Taranaki
Megan Parker NZPF Dip.MF
Paraparaumu
Phone 027 589 4453
Waikato / Bay of Plenty
Denise Wilson NZPF Dip.MF
Te Awamutu
Phone (07) 871 5464
megparker@paradise.net.nz
or 021 168 0229
denise.wilson@wintec.ac.nz
South Island
Auckland’s Convenor
“Yet to be appointed”
“Yet to be appointed”
Page 13
Inspiring People...
E
very day I count myself as being lucky that I work in an industry that gives happiness to
people. It has often been said that florists are “Merchants of Emotions” and how true it is. A
couple of years ago UFG Auctions brought out from England Andrea Cauldecourt- who had
helped turn around the flower industry in England. She has been involved in the horticultural
industry for over 15 years from being CEO of the British Flowers and Plants Association, to
running business courses at the Jane Packer Floristry School, and currently involved in
Marketing Development with Flowers Queensland in Australia. She shared some up building
thoughts and suggestions on marketing florist businesses. Here are some that I liked:

One of her suggestions that I liked is that we need to put ourselves in the customer’s shoes
and walk into our shops and look at things from their perspective. Are our stores customer
friendly? Are they intimidating? Maybe we could display our flowers in a different way that
would make them more appealing- why not display them in groups that say- “Exotic/
Tropical Flowers”, “Scented Flowers”, ”Long Lasting”, “New Flowers”, “Brights”, etc.

She also said that we need to think of ourselves as ‘Designers”- just like fashion designers –
design with fabric as the medium, interior designers –with furniture and decorative
products, landscape designers- with plants etc. Florists are designing with flowers as their
medium.

Why not blow up a picture of a room out of a magazine and next to it have a display of
flowers that you think would look good in that room.

Or if you have room in your shop, why not set up part of it as a home- a living room or a
bedroom etc.
Dale Lee-Lo Dip.NZPF
“Nothing in the world is ever completely wrong.
Even a stopped clock is right twice a day”
Page 14
PATRON, LIFE, AND AFFILIATED MEMBERS
Patron
Mrs Kate Jacobsen NZPF Dip.MF
Life Members
Mr Malcolm Angus NZPF Dip.MF
Mrs Coral Macdonald NZPF Dip.MF
Miss Colleen Murphy Dip.NZPF
Ms Ann Stewart Dip.NZPF
Mrs Noeline Wareham Dip.NZPF
Mrs Pamela Jenkins-Lane NZPF Dip.MF
Mrs Carol King NZPF Dip.MF
Waikato Institute of
Technology
FloraMax
Oceans Floral Limited
Flower Auctions
PO Box 58808
PO Box 290
Botany
Auckland 1140
Auckland 2163
Teleflora New Zealand
Academy NZ Otahuhu
Daphne Studio of Design
PO Box 341
PO Box 22871
PO Box 21441
Armidale, NSW
Otahuhu
Henderson
Australia 2350
Auckland 1640
Auckland 0650
Interflora
Manukau Institute of
Academy NZ
Pacific Unit Ltd
Technology
Christchurch
PO Box 1048
Private Bag 94006
387 Manchester Street
Christchurch 8140
Manukau 2241
Christchurch 8013
Horticultural Centre
Private Bag 3036
Hamilton 3240
Page 15
Proud to support New Zealand Professional Florists –
and we thank you for your continued support
As market leaders for floral supplies, Oceans Floral are committed to providing quality products at
reasonable prices – with fast delivery and superior customer service
Our aim is to provide creative floral products that inspire you
Accessories
Containers
Floral Supplies
Wrapping

Corsage Pins
 Baskets

Display Strands
 Cellophane

Diamante Sprays
 Boxes

Floral Buckets
 Gift Wrap/Kraft

Filigrees
 Ceramics

Floral Foam
 Organza/Tulle

Ribbons
 Flax/Hemp

Florist Tools
 Pearl Wrap

Water Crystals
 Glass

Flower Food
 Sinamay/Vilene

Wire
 Tin Ware

Flower Sleeves
 Tissue
To view our comprehensive product range, please visit our website:
www.oceansfloral.co.nz
Head Office: 3 Monahan Road, Mt Wellington, Auckland
P: (09) 5735300 F: (09) 5735301
Don’t
forget to
LIKE
our
Facebook
page
www.facebook.com/NZPFNewZealandProfessionalFloristsInc
Page 16
NZPF EXECUTIVE AND SECRETARY
PRESIDENT
Dale Lee-Lo Dip.NZPF
MIT Floristry Lecturer
Floramax Building
3 Monahan Rd
Mt Wellington
Phone (09) 573 1066 or
027 555 2202
dale.lee-lo@manakau.ac.nz
DIPLOMA HOLDER
Celeste Shotter Dip.NZPF
Copseford Flowers
Kapiti Lights
Amohia Street
Paraparaumu
Phone (04) 296 1455
copsefordflowers@xtra.co.nz
VICE PRESIDENT
Kelly Sutton
The Florist Ltd
Phone 0800 898 910 or
027 222 1557
theflorist@extra.co.nz
www.theflorist.kiwi.nz
SECRETARY/TREASURER
Julie Ainsworth
160 Eskdale Road
Papakowhai, Porirua 5024
secretary@nzprofessionalflorists.co.nz
ASSESSMENT CO-ORDINATOR
Lynette Gumm NZPF Dip.MF
Phone (09) 573 0166
lynette.gumm@manukau.ac.nz
APPOINTED by INTERFLORA
Colleen Ryan
Flowers et cetera
PO Box 38641
Wellington Mail Centre
Phone (04) 568 7088
flowersetc@xtra.co.nz
Page 17
FROM THE OFFICE
NZPF Address
Julie Ainsworth
Secretary
New Zealand Professional Florists Inc.
160 Eskdale Road
Papakowhai
Porirua 5024
E-mail:
secretary@nzprofessionalflorists.co.nz
Or
Cell: Julie Ainsworth 027 210 1699
(evenings)
Please note our fax number is no
longer available
NZPF Handbook (A5) in Ring-binder
$30.00
NZPF Handbook Inner only (A5)
$20.00
NZPF Handbook (A4) Spiral Bound
$25.00
NZPF Colour Wheel
$17.50
NZPF Wiring Illustrations
$15.00
Post & Handling (per courier pack)
Level 3 Starter Pack
$5.00
$80.00 + $56.00
membership if not a
current member
Please visit the NZPF website www.nzprofessionalflorists.co.nz to download
the application form for the use of the NZPF logo on company website
Deadline to send articles for the next Newsletter is 10 May 2016
To All Members!
Everyone deserves recognition, so we
would love you to send us photos of
you and your staff’s work so we can
showcase them on the cover of each
issue of the newsletter.
Welcome to Our New Members
Angela Garaway, Blooms on Cameron, Tauranga
Lynette Karan-Whalley, Bloom Room, Te Awamutu
www.nzprofessionalflorists.co.nz
www.facebook.com/NZPFNewZealandProfessionalFloristsInc
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