November 2012

THE PUBLICATION OF THE TEXAS STATE FLORISTS’ ASSOCIATION
The Bloomin’ Texan
November 2012
Member
Spotlight
Quick Takes
Emotions
of Flowers
— TSFA
Presents at
the Texas
State Fair
Focus on
Design
The Bloomin’ Texan u November 2012 / 1
Education is the foundation
FOR SUCCESS….
The really successful florists come to Floriology® Institute
Every school provides education.... we continue
by providing support and opportunity
- JACKIE LACEY
FLORIOLOGY® INSTITUTE OFFERS
AIFD, PFCI, CFD
Principles & Elements
Modern Twist on
Everyday Design
Wedding & Party
and Events
Sympathy of Today
Competition/Certification
Sales Webinar Series
ENROLL NOW!
At www.mybloomnet.net/floriologyinstitute.html
or call 1-800-BloomNet (1-800-256-6663)
The Bloomin’ Texan u November 2012 / 2
The Bloomin’ Texan
N O V E M B E R 2 0 1 2 n V O L U M E XXXVIII n N U M B E R 11
Table of Contents
4
6
7
8
10
11
12
13
Member Spotlight
TSFA Presents: “The Emotions of Flowers:
A Kaleidoscope of Color” during the Texas
State Fair
Texas High School Floral Education is
Blooming
Focus on Design
2012-2013 TSFA Committees
TSFA Statement of Ownership
TSFA Education Presents
“Florist” Term Grows in Mobile, Online
Searches
3
5
13
15
15
Letter From the President
Quick Takes
TSFA Order Exchange Network
Calendar of Events
Advertisers Index
Departments
THE BLOOMIN’ TEXAN
The Official Publication of the Texas State Florists’ Association
P.O. Box 170760 • Austin, Texas 78717
512.834-0361 • FAX 512.834-2150 • 800.375-0361 • www.tsfa.org • E-mail: txsfa@sbcglobal.net
TSFA BOARD
President: Bruce Easley AAF TMFA.........................Gun Barrel City
Immediate Past President: Patrick Berry............................... Dallas
First Vice President: Pam Fuller AAF TMFA...................... Harlingen
Second Vice President: Peggy Franklin TMF.....................McKinney
Retail Directors:
Ann Cain.................................................................. Rockwall
Kaywin Kubesch AIFD TMFA..................................... Flatonia
Mary McCarthy TMFA......................................The Woodlands
Elaine Nevarez........................................................... Houston
Wholesale Directors:
Doug Liedtke............................................................. Amarillo
Hein Verver...............................................................Arlington
Grower Director: John Cochrum.........................................Stafford
STAFF
Executive Director ............................................................. Dianna Nordman AAF
Administrative Assistant....................................................................Emily Kissler
The Bloomin’ Texan (USPS 304-350) is published monthly, except for July. $8 of the annual membership dues is applied toward a
subscription to The Bloomin’ Texan. Located at 9004-C Anderson Mill Rd., Austin, TX 78729. Periodicals Postage Paid at Austin, Texas
and at additional mailing offices. Opinions expressed in this publication do not necessarily reflect official policy of the Texas State Florists’
Association. POSTMASTER: Send address changes to The Bloomin’ Texan, P.O. Box 170760, Austin, TX 78717.
Letter From the President
By the time this magazine goes to print, Dianna and I will have attended NAFA
convention in Hartford, Connecticut. I can tell you that we are one lucky Florist
Association. We have a lot to be THANKFUL for. In a time when businesses and
organizations have struggled to keep their heads above water, we have managed
to keep TSFA a thriving and relevant source of floral education for our members.
Networking with our membership has kept us current and helped us expand
our businesses in a way we never thought we could. I am THANKFUL for all our
Bruce Easley AAF TMFA
President
members who have shared their struggles and successes with me in the last few
years because it has helped me to grow my business by learning from others.
We have come a long way since the Pilgrims and Indians. Today, we get together with our
families and stuff ourselves with turkey and pumpkin pie and are grateful when our favorite team
wins the game. But do we really take the time to show our gratitude for the bigger things? I have
come up with a few ideas I would like to share.
1. Don’t take your fortunes for granted. Choose to say “Thank You” often. These two special words
can make the difference in someone’s life.
2. A small gift to a homeless shelter, women’s shelter, or nursing home. Maybe even a small
homemade gift of decorations.
3. Clean all the pots and pans after dineer before anyone has to ask, especially if you didn’t cook.
4. Always say grace.
5. Gather old toys, clothes, and home furnishings and take them to a homeless shelter or
Salvation Army. Make this a family project.
6. Do something unexpected for a loved one.
7. Show your gratitude to a favorite small business by spreading the word about it to a friend to
help them grow. Who knows, maybe they will return the favor.
8. Thank your feet for all the standing and thank your hands for all the hard work they do by
treating yourself to a massage.
9. Show your gratitude for the beauty of nature and give your lawn some TLC. Plant some new
seeds.
10. Drop a little email or handwritten note to co-workers or employees telling them what a good job
they do and what an asset they are.
11. Thank a Veteran!
12. Lastly, take time to reflect on why you are doing the job you do. Remember to smell the plants
and flowers and enjoy their beauty for as long as you possibly can.
I am THANKFUL to Texas State Florists’ Association for giving me extremely incredible friends
and family. Happy Thanksgiving!
The Bloomin’ Texan u November 2012 / 3
N
TIO
LICA
B
E PU
The
TH
TS’
RIS
FLO
TE
STA
N
ON
ATI
OCI
exan
ASS
in’ T
Bloom
AS
X
E TE
TH
OF
mb
ove
012
er 2
ber
Mem
ht
Spotlig
Quick
s
Take
ions
Emot
ers
of Flow
FA
— TS
ts at
es
Pr en
xas
Te
the
Fair
State
s on
Focu
n
Desig
r 2012
’ Texan
vembe
u No
/1
oomin
The Bl
Dianna Nordman AAF
Editor
Barb Donovan
Production
2012-2013 TSFA
Bloomin’ Texan Editorial
Advisory Board
Ann Cain, Chair
J.J. Akin TMF
Nora Cisneros TMFA
Rebecca J. Espinosa TMFA
Annie Fentz
Jimmy Klepac
Dov E. Kupfer AIFD CFD
Elaine Nevarez
Sandy Ramirez TMFA
Rey Rodriguez AAF CFD TMFA
Cover Credit:
Floral design by
Alex Jackson AIFD PFCI,
Phoenix Flower Shops,
Phoenix, AZ
Photography by
Ron Derhacopian
P.O. Box 170760
Austin, TX 78717
Office:
(512) 834-0361
FAX:
(512) 834-2150
Toll Free:
(800) 375-0361
www.tsfa.org
Email:
txsfa@sbcglobal.net
Member Spotlight
Name: Kathy Green, TMFA
Title: General Manager
Shop: Olive Tree Florist
Year in Industry: 16+
Family: Kevin, 18 and Megan, 23, who recently married the love of her life, Omar
Favorite Movie: Not a fan of movies, but enjoy watching Bones and Lie to Me when possible.
Favorite place to go to get away: My brother’s house in the country.
How did you get into the floral industry? Started as a driver and loved the recipient’s excitement when receiving flowers and I wanted more. Inspired and motivated by Martha Krause
(Autumn Leaves), I opened my own shop, attended every hands-on class available through
Allied Florists of Houston and TSFA and then received my
TMFA certification. I recently merged with another flower
shop and I am now General Manager of Olive Tree Florist,
Bloomfields Floral Market and Bloomfields Weddings.
Years involved with TSFA: 15+
Passion(s): Serving others and working with fresh flowers. I also love volunteering. I recently graduated from the
Harris County Sheriff’s Office Citizen’s Police Academy and
will begin to be “2nd man” on ride alongs with patrolling
deputies and also be participating in several areas to assist
the HCSO in programs
they sponsor.
What about them inspires you? Making a difference in other people’s lives.
Greatest accomplishment: Opening a business with no experience
that afforded me the opportunity to bring my children to work with me.
Who is your hero? My friend, Herman Lauhoff. As the Personnel Manager of an oil & gas company, Herman hired me as his secretary when I
was 18 years old (just a few years ago). A year later, he became a State
Representative and I continued to be his “right arm” throughout his 8
years in office. Annise Parker, now Mayor of Houston, was an employee
at that company and Ed Emmott, now Harris County Judge, was an awesome legislative aide in Herman’s office during that time. He has taught
me many things throughout the years and has become a well-respected,
long-time family friend. Although Parkinson’s disease has slowed him
down a bit, he continues to be a very special person in my life.
Your design icon? Jim Johnson
Biggest thing left on your life “to-do” list? Be a grandmother
Words of Wisdom? Learn something new every day. Bless someone. Get involved.
Greatest Indulgence? Dr Pepper
Coveted Item? An origami heart given to me by my daughter
What would you be doing if you weren’t in the floral industry? Spending more
time
with my children.
The Bloomin’
Texan u November 2012 / 4
Quick Takes
Cell Phone Tour
Guides
Wherever you wander, odds are you’re carrying
a cell phone. Armed with the right apps, it can
make your travel a richly rewarding experience,
driven by a combination of cutting-edge
technology and insider info.
Layar is a glimpse into the future, using
augmented reality technology to overlay
information on a live image taken with your cell
phone camera. The app knows where you are, thanks to the phone’s GPS, and it
knows where you’re pointing, thanks to the built-in motion sensors and compass.
That means, if you’re standing in Times Square and pointing your camera phone
north, it can superimpose on-screen icons for every theater, hotel and historic spot.
What makes Layar extremely flexible is the option to decide what you’d like
displayed by choosing a “layer” of information. There are thousands of available
layers, some free and some for sale, covering the U.S. and world destinations. The
Layar app is a free download for Android and iPhone.
7,218
The total collection of plants listed in the
Native Plant Information Network, the Lady
Bird Johnson Wildflower Center’s online
catalog of flora with origins in North America.
To search for plants, visit the database at
Wildflower.org. You can find flowers, herbs,
shrubs, and trees to fit your specifications.
iPhone Internet Icons
By: Emily Kissler
Ever wonder what the square with
the arrow means or what it does?
If you tap it, you get a menu of options. These options include:
Add Bookmark: This option works
the same way that it does on a
computer. The website is added to
a list of other websites and can be
accessed more with just a few clicks
(or taps). This is generally good for
websites that you visit fairly often.
You can retrieve them by clicking
on the book icon (to the right of the
arrow) at the bottom of the website
page.
Add to Reading List: We often don’t
have time to read an article in full before we get interrupted. By adding it to your Reading List, you can return to the article whenever
you are ready to finish it. You can access the Reading List by clicking the book icon on the bottom of the screen and choosing “Reading
List” from the top. It has a little glasses icon on it so you know you are entering the right place.
Add to Home Screen: This option is great if you access a website extremely frequently. This option will create an icon that looks like an
app on your Home Screen. When you tap this icon, you will be taken straight to the website.
Mail Link to this Page and Tweet: Ever read an article or see a video that you want to share with someone or everyone? These options give
you a quick, easy way to do just that. You can email the web address to a friend(s) just by tapping “Mail Link to this Page”. Fill out the “To”
information and send. Want to share it on your Twitter Account? Hit “Tweet”, fill in the needed information, and send. Simple as that!
Print: Paired with a Mac ready printer, you can print anything you need wirelessly.
The Bloomin’ Texan u November 2012 / 5
TSFA Presents:
“The Emotions of Flowers: A Kaleidoscope of Color”
During the Texas State Fair
I
t was a cold, wet and rainy day but that did not stop State Fair goers, TSFA
President Bruce Easley AAF TMFA, and First Vice-President Pam Fuller AAF
TMFA from embracing the excitement of the State Fair and the endless learning opportunities available (along with a little fun)!
The stage in Texas Department of Agriculture’s Food & Fiber Pavilion was the setting for a fantastic floral program about emotions, color and flowers.
Webster defines Kaleidoscope as “An endless variety of beautiful colors and symmetrical forms” and that is just what the attendees received.
Bruce told the flower buyers “Flowers create feelings that enhance our mood
through their design and color scheme.” As Bruce was sharing the five emotions
with the audience, Pam designed a fall harvest arrangement on stage.
“Throughout our busy and hectic lives we seek to rejuvenate ourselves physically,
emotionally, mentally, and spiritually. We all need a boost or pick-me-up every
now & then. Right?” Audience members were quick to agree!
Bruce wanted to know “How many of you here today have received a bouquet of
flowers in the last year? 2 years? EVER? Did you receive flowers because it was a
special day for you like: A Birthday or Anniversary? We’re you feeling under
the weather and needed something “Bright and Cheerful” to pick you up?
Were your spirits low after losing a loved one?”
Displayed on stage were five beautiful examples of arrangements sharing
the Society of American Florists emotional color palettes that are expressed
through color combinations in floral arrangements and the flowers that bring
them to life.
NURTURING — Coveys a “true sense of caring”. Usually in pastel tones.
Warm & Soft peaches, pinks, yellows, whites, and subtle greens. These arrangements are great for a new mother, a sick friend, or a grieving loved one
or anyone who would benefit from a caring and loving embrace.
ROMANTIC — A sense of intimacy, nostalgia, and comfort is captured in this
color palette. Delicate warm and cool colors blended together with pinks and
lavenders. Romantic arrangements express loving sentiments and admiration to wives, mothers, sisters, aunts, grandmothers, and brides-to-be.
SENSUOUS — The rich, luxurious color combination of the sensuous palette
set the mood for sophisticated, passionate, and even seductive settings. Robust
The Bloomin’ Texan u November 2012 / 6
Texas High School Floral
Education is Blooming!
By Shana Brittain TMF
T
he Texas Education Agency has recently recognized Floral
Design as a fine arts class for high school students in Texas. Fine arts is a required class and this has caused a rapid
growth in the number of floral design classes being taught around
the state. The Texas State Florists’ Association is working to make
sure that teachers who are teaching these classes have the proper
knowledge and expertise to instruct these classes with rigor and
exacting standards. Teachers may participate in the TSFA Ag Science Floral Professional Development classes and students may
certify through the TSFA high school certification process.
reds and purples, hot pink and spicy oranges are at
the soul of this dynamic floral feeling. An arrangement
for a special evening or dinner party would be appropriate. This palette gives a sense of extravagance.
TRANQUIL — Serenity and relaxation are the essence
of this color scheme. Its peaceful palette is reminiscent of sky and sea with colors of clear, light greens,
misty blues, and other cool hues. A vase of tranquility is great for calming those stressed people who are
constantly hurried and on the go.
WHIMSICAL — The whimsical palette is free spirited, fun-loving, and playful. Bold colors, for instance
primary colors that are contrasting like reds, blues,
greens, and yellows are perfect for this emotion. Great
for birthdays, graduations, promotions, and other
celebrations.
It can take just one quick call to your florists, a profession that for over a century has designed arrangements to make all moments special. President Easley
directed the consumer to visit TexasLocalFlorist.com
where they will find professional florist members of the
Texas State Florists’ Association who will create an arrangement that express their personal emotion.
TexasLocalFlorist.com is a free benefit to TSFA
retail owner members. To get listed online on
TexasLocalFlorist.com, email (txsfa@sbcglobal.net) or
call (512.834.0361) the TSFA office.
The high school certification process has rapidly become a great
success with over 1,700 students certifying since 2004. These
students often go on to work for retail shops or wholesalers and
even pursue college degrees in floral fields.
One such example is Ashton
Lucas, who is a senior at
Center High School. Ashton
certified as a sophomore and
worked during her junior
year at a local gift shop doing Christmas arrangements
and wreaths. She has also
created bridal party flowers
including bridal bouquets
through the Agri-business
marketing class. Ashton is
planning to attend Texas
A&M to study floriculture
and hopes to open a floral
shop of her own one day!
As TSFA members you can be a big help to this education effort.
What can you do?
1. Find out if your local
high school has a
floral design program
and, if not, encourage
them to start one.
2. Check with your
local teachers and
let them know
what TSFA can do
for them. (Classes,
Scholarships, Certifications and Support) Many agricultural teachers are not
aware of the classes and opportunities that TSFA has made
available for them.
3. Offer to do teaching demonstrations for the schools, allow
classes to tour your shop and hire student helpers when
advantageous.
We have a wonderful opportunity to begin growing our industry
and create a pool of trained workers. Take a little time to start
building a relationship with your local high school and help high
school floral design education to bloom!
The Bloomin’ Texan u November 2012 / 7
focus on design
Floral design
AAF,
PFCIPFCI
Floral
design by
by Rich
RichSalvaggio
SalvaggioAIFD,
AIFD,
AAF,
Photography by
by Ron
Ron Derhacopian
Photography
Derhacopian
For productwith
information,
see
to Buy,
page 66.
Reprinted
permission
of Where
Flowers&
magazine
A collection of
small clear
vases makes
a versatile
holiday
display.
Some of these are filled with
artificial snow, others with
cranberries. Customers can
choose their favorites, buy
as few or as many as they
like to enliven a holiday
table, and cluster them or
place them here and there
among the plates and serving dishes.
• Make artificial snow according to directions and spoon it
into clear vases. Millimeter
balls, cranberries, artificial
berries, and glittered stars provide stem support, in addition
to their decorative value.
• The “snow” gives the fresh
flowers sufficient moisture as
long as you add water every
day, using a mister. Variations
include using an ornament,
nestled in the snow, as a vase.
At far right, a mini calla is
tethered in a horizontal
position with lily grass and red
aluminum wire, threaded
through an artificial berry. b
The Bloomin’ Texan u November 2012 / 8
The Bloomin’ Texan u November 2012 / 9
2012-2013
TSFA Committees
Achievement Committee
Bruce Easley AAF TMFA, Chair
Capt’n B’ Florist, Etc.
Gun Barrel City, TX
Peggy Franklin TMF
Franklin’s Flowers, McKinney, TX
Pam Fuller AAF TMFA
Bloomer’s Flower Shop, Harlingen, TX
Ambassador Committee
Patrick Berry
Vickery Wholesale Greenhouse
Dallas, TX
Ann Cain
The Flower Box, Rockwall, TX
Renee Dahl TMFA
A Bed of Roses, Austin, TX
Annie Fentz
Pressed Garden, Austin, TX
Lenzie Fuller TMF
Bloomer’s Flower Shop, Harlingen, TX
Pam Fuller AAF TMFA
Bloomer’s Flower Shop, Harlingen, TX
Kathy Green TMFA
Olive Tree Florist, Houston, TX
Nicola Parker TMFA
g. johnson’s Floral Images, Spring, TX
Sandy J. Ramirez TMFA
Bloomstreet, Wimberley, TX
Bloomin’ Texan Advisory
C
ommittee
Ann Cain, Chair
The Flower Box, Rockwall, TX
J.J. Akin TMF
Nimitz High School, Grand Prairie, TX
Nora Cisneros TMFA
Flowers of Kingwood, Kingwood, TX
Rebecca J. Espinosa TMFA
An Empty Vase, Boerne, TX
Annie Fentz Pressed Garden, Austin, TX
Jimmy Klepac, Jr.
Klepac Greenhouses Inc., Blanco, TX
Dov E. Kupfer AIFD CFD
Designs By Dov E., El Paso, TX
Elaine Nevarez Elaine’s Florist & Gift Baskets
Houston, TX
Sandy J. Ramirez TMFA
Bloomstreet, Wimberley, TX
Rey Rodriguez AAF CFD TMFA
A Rey of Flowers, Pleasanton, TX
Bylaws Committee
Jack Cross, Jr. AAF TMFA, Chair
Arthur Pfeil Smart Flowers
San Antonio, TX
Pam Fuller AAF TMFA
Bloomer’s Flower Shop, Harlingen, TX
Elaine Nevarez Elaine’s Florist & Gift Baskets
Houston, TX
John Priest Priest International, Inc., Dallas, TX
Education Committee
Peggy Franklin TMF, Co-Chair
Franklin’s Flowers, McKinney, TX
Pam Fuller AAF TMFA, Co-Chair
Bloomer’s Flower Shop, Harlingen, TX
Debbie Woltmann TMFA, Co-Chair
Brenham Floral Company, Brenham, TX
J.J. Akin TMF
Nimitz High School, Grand Prairie, TX
Joshua Anderson TMF
James Madison High School
San Antonio, TX
Shana Brittain TMF
Center High School, Center, TX
Elaine Carrell TMFA
E Designs, Cypress, TX
Shawn Coyle TMF
Dallas ISD Skyline Career Dev. Center
Dallas, TX
The Bloomin’ Texan u November 2012 / 10
Renee Dahl TMFA
A Bed of Roses, Austin, TX
Kathy Green TMFA
Olive Tree Florist, Houston, TX
Luke Harwell TMF
Greenboxfloral.com, Abilene, TX
Pat Hermes TMF
Weddings In Bloom, Houston, TX
Gregg Hoppe AIFD TMF
McShan Florist, Dallas, TX
Sheri Jentsch TMF
Blumen-Meisters, New Braunfels, TX
Jim Johnson AAF AIFD TMFA
Texas A&M University
Dept Of Horticultural Science
College Station, TX
Lana K. King TMF
Rain Forest Flowers, Houston, TX
Dov E. Kupfer AIFD CFD
Designs By Dov E., El Paso, TX
Kevin Land TMF
Lehman High School, Kyle, TX
Lupe Martinez TMF
Brandon’s Flowers, Pampa, TX
Mikaela May TMF
Crowley, TX
Bill McKinley AIFD CFD
Department of Horticultural Sciences
Texas A&M University
College Station, TX
Kimberly Murphy TMF
Gary’s Floral Gallery, Abilene, TX
Nicola Parker TMFA
g. johnson’s Floral Images, Spring, TX
Ann Marie Payne TMF
Mystic Floral & Garden
Wichita Falls, TX
Sandy J. Ramirez TMFA
Bloomstreet, Wimberley, TX
Brandon Richards TMF
Brandon’s Flowers, Pampa, TX
Rey Rodriguez AAF CFD TMFA
A Rey of Flowers, Pleasanton, TX
Shari Sandlin TMFA
Baytown, TX
Pat Shirley-Becker AIFD TMFA
PS Designs, Austin, TX
Cheryl Vaughan TMF
Creative Petal Designs
Dripping Springs, TX
Courtney Wilson TMF
Hardin-Jefferson High School
Sour Lake, TX
Election Committee
Jack Weatherford, Chair Weatherford Farms Inc., Stafford, TX
Jack Cross, Jr. AAF TMFA
Arthur Pfeil Smart Flowers
San Antonio, TX
Judy Rutledge AAF TMFA
Loki Gardens, Houston, TX
Shari Sandlin TMFA
Baytown, TX
Joel Paul Shirley TMF
San Angelo, TX
Sheri White AAF TMFA
Botanical Designs By Montgomery
Baytown, TX
Debbie Woltmann TMFA
Brenham Floral Company
Brenham, TX
Finance Committee
Hein Verver, Chair Zoom! Roses, Irving, TX
Jack Cross, Jr. AAF TMFA
Arthur Pfeil Smart Flowers
San Antonio, TX
Ken Freytag Freytag’s Florist, Austin, TX
Jimmy Klepac, Jr. Klepac Greenhouses, Inc., Blanco, TX
Joel Paul Shirley TMF
San Angelo, TX
Jack Weatherford Weatherford Farms Inc., Stafford, TX
Investment Committee
Hein Verver, Chair Zoom! Roses, Irving, TX
Ken Freytag Freytag’s Florist, Austin, TX
Elaine Nevarez Elaine’s Florist & Gift Baskets
Houston, TX
John Priest Priest International, Inc., Dallas, TX
Jack Weatherford Weatherford Farms Inc., Stafford, TX
Sheri White AAF TMFA
Botanical Designs By Montgomery
Baytown, TX
Legislative Committee
Jack Weatherford, Chair Weatherford Farms Inc., Stafford, TX
Chad Freytag Freytag’s Florist, Austin, TX
Jimmy Klepac, Jr. Klepac Greenhouses, Inc., Blanco, TX
Doug Liedtke J&E Wholesale Floral, Amarillo, TX
Debbie Woltmann TMFA
Brenham Floral Company, Brenham, TX
Nominating Committee
Debbie Woltmann TMFA, Chair
Brenham Floral Company, Brenham, TX
Patrick Berry Vickery Wholesale Greenhouse
Dallas, TX
Judy Rutledge AAF TMFA
Loki Gardens, Houston, TX
Pat Shirley-Becker AIFD TMFA
PS Designs, Austin, TX
Debbie Wright AAF TMFA
Enchanted Florist, Pasadena, TX
Technology Committee
Chad Freytag, Chair
Freytag’s Florist, Austin, TX
J.J. Akin TMF
Nimitz High School, Grand Prairie, TX
The Bloomin’ Texan u November 2012 / 11
Patrick Berry
Vickery Wholesale Greenhouse
Dallas, TX
Nathan Harwell Greenboxfloral.com, Abilene, TX
Bill McKinley AIFD CFD
Department of Horticulture Science,
Texas A&M University
College Station, TX
Elaine Nevarez Elaine’s Florist & Gift Baskets
Houston, TX
Courtney Wilson TMF
Hardin-Jefferson High School
Sour Lake, TX
TSFA Education Presents two hands-on workshops. Explore how body flowers have changed dramatically
and be a trendsetter with your tropical designs. You will learn and practice hands-on!
January 26, 2013
Hampton Inn & Suites-Longview, Texas
TSFA Member price is $95.00 and includes both hands on classes all materials and a light lunch.
Please bring your personal design tools. Others $145.00.
Registration is limited to 35. Registration Deadline: January, 17, 2013
Registration Information
Name: _____________________________________________Shop__________________________________________________
Address: __________________________________________City_________________________ State______ Zip_____________
Email: _____________________________ Shop telephone: _______________________Cell: _____________________________
TSFA Member: ______Yes ______No
________I would like to learn more about TSFA.
Class Times January 26, 2013
9:30 am – Noon “Exquisite Exotics“
Gregg Hoppe will offer new techniques to turn your tropical arrangements into an exquisite arrangement of beauty. Learn care and handling to help make your tropicals ones your customers will truly enjoy!
Instructor: Gregg Hoppe AIFD TMF
12:00 – 12:45 pm Lunch (Included with registration fee)
12:45 pm – 1:00 pm Participate in a quick discussion on how social media can increase sales in your business.
1:00 – 3:30 pm “Body Flowers in the iAge”
Instructor: Pat Shirley-Becker AIFD TMFA
See the latest trends in this Information Age, learn the importance of design in body flowers, the
technique of gluing, packaging and presentation, how to market your designs and make a profit while using trends in decorative wire, bling, bracelets, rings and things!
_____Check Enclosed
Credit Card information: Number__________________________________________________Exp___________Code_______
Billing Zip:_____________________Name on Card______________________________________________________________
Mail registration to:
Texas State Florists’ Association, PO Box 170760, Austin, TX 78717
Email to: txsfa@sbcglobal.net • Fax to: 512.834.2150
Questions? 512.834.0361
The Bloomin’ Texan u November 2012 / 12
“Florist” Term Grows in Mobile, Online Searches
By Ira Silvergleit
Reprinted with permission from SAF Wednesday E-Brief
The term “florists” was the fifth fastest growing search category during the
first quarter of 2012, up 59 percent from
the end of 2011, according to YP Local
Ad Network, a company that analyzes
local searches, media and advertising.
The results reflect both total online and
mobile (smartphone and Tablet) category
searches.
Overall, the top-ten fastest growing
searches and their percent increases were:
1. Family Services
164%
2. Wedding Planning & Supplies
76
3. Pharmacies
68
4. Security Services
59
5. Florists
59
6. Construction
49
7. Auto Sales
49
8. Auto Parts
46
9. Landscaping & Lawn Services 40
10. Boats & Boating
40
In the online category, florists were the
third fastest growing search category, up 66
percent. The fastest was Family Services, a
category that includes searches for midwives, pregnancy centers, and child rearing
instruction, up 204 percent. Wedding planning was fourth in growth among online
searches, up 65 percent, but it was number
one in mobile searches, up 149 percent.
Landscaping and lawn services made number nine on the list.
YP Local Insight explained the surge in
florist and related searches to “the holiday
engagement season,” where couples initiated
their wedding related planning in the first
quarter of 2012, following an engagement
during the 2011 December holidays. Other
related searches that saw big gains, not mentioned in the table above, included caterers
(29 percent) and party planning (17 percent).
And here’s a trend alert from the report:
mobile search is quickly catching up to
online searches.
Flowers&
magazine
Now in
Both
Print &
Digital
Formats
Exciting news! Subscribers to the
print edition of Flowers& are now receiving links each month to view the
current issue online. For more information, or to subscribe, visit us at:
www.flowersandmagazine.com





















Scan the QR code with your
smartphone or tablet to learn more
about digital issues---or go to
www.flowersandmagazine.com

_____MichiganFloral__finalad.indd 1
The Bloomin’ Texan u November 2012 / 13
9/21/12 8:11 AM
TSFA Order Exchange Network
Shirley Floral Com
& Green
440 W Beauregard
San Angelo, TX 76903
www.shirleyfloral.com
Joel Pa
e-mail: saflower@wcc.net
Pre
B
A
Y
T
O
W
N
TSFA Order Exchange Network
— Support
Your Advertisers!
Support
Your Advertisers!
B
A
SHERI
Y
MONTGOMERY
WHITET
AAF • TMFA
O
610 PARK STREET
BAYTOWN, TXW
77520
281 427 7454
888 538 7721 N
SPECIALIZING IN
FLORAL EXCELLENCE
•
•
•
•
GUN BARREL CITY
SAN ANTONIO
BURNET/MARBLE
FALLS
ABILENE
440 W Beauregard
Angelo, TX 76903
S
CORPUS San
CHRISTI
www.shirleyfloral.com
e-mail: saflower@wcc.net
Greg Waters
Gary Norman
Owner
FLOWER & GIFT SHOPS
1800 Industrial - Abilene, TX 79602
Phone: (325) 695-7000
www.garysfloralgallery.com
MCKINNEY
AUSTIN
109 N. MAIN
BURNET, TX 78611
2105 HWY. 281 NORTH
MARBLE FALLS, TX 78654
(512) 756-4401
(830) 693-7006
AUSTIN
SAN ANGELO
Shirley Floral Company
& Greenhouse
A Wholesa
Joel Paul Shirley
President
440 W Beauregard
San Angelo, TX 76903
www.shirleyfloral.com
e-mail: saflower@wcc.net
HOUSTON
BURNET/MARBLE FALLS
Phone: 325 655-9111
Fax: 325 653-8585
800 588-9111
1-800-252-9145
Fax 1-512-345-1336
Ken Freytag • TSFA Past President
www.freytagsflorist.com
DALLAS
SAN ANTONIO
Fresh flowers from arou
(817) 457-9
DALLAS
theconnectionwholesa
A Whole
Fresh flowers from ar
(817) 457
theconnectionwhole
Est. 1935
401 WEST 20TH STREET
HOUSTON, TEXAS 77008
FLOWER & GIFT SHOPS
109 N. MAIN
BURNET, TX 78611
2105 HWY. 281 NORTH
MARBLE FALLS, TX 78654
(512) 756-4401
(830) 693-7006
713.862.8811
800.723.3252
fax 713.864.2686
www.heightsfloralshop.com
AUSTIN
The Bloomin’ Texan ◆
WACO
FORT WORTH
A Wholesale Florist
Fresh flowers from around the world
1-800-252-9145
Fax 1-512-345-1336
350 color photos!
(817) 457-9869 200 line drawings and diagrams.
Ken Freytag • TSFA Past President
www.freytagsflorist.com
8 1/2
theconnectionwholesaleflorist.com
x 11. 375 pp. $69.95
($5.00 postage; $5.77 sales tax for TX residents)
The Bloomin’ Texan ◆
Design Smart…
Find it Here
214-324-2481
800-mcshans
mcshanflorist.com
Dallas Metroplex
Texas State Florists' Associations'
94thcorsages,
Annualsympathy
Convention
Show
Weddings,
tributes,and
partyTrade
decorations,
plant and flower care,July
shop 13-16,
management,
arrangements for
2007
all occasions.
Embassy
SuitesandHotel-Austin
Palmer Events
Center
Director
Instructor BillDowntown
McKinley &—The
a nationally
recognized
educator with
experience
as a block
flower shop owner
Pleasefloral
makedesign
your reservations
soon
as the room
NowState
offering
the Texas
Florists'advanced
Associationclasses.
has held at the
Forwill
a class
schedule:
Embassy
fill up.
Telephone the Embassy at (800)
BENZ
SCHOOL
362-2779,
mention
the Texas State Florists' Association
P.O. Box
9909, College
and receive
a discounted
rate Station,
of $119 TX
king77842
or $129 dou(979) 845-3841
ble. Discounted
rates
are
guaranteed
through
June 21,
aggie-horticulture.tamu.edu/benz
2007 or until the TSFA room block is full.
The Bloomin’
Texan
November
The Bloomin’
Texan u
◆ May
2007 / 13 2012 / 14
ents
oF Ev
r
a
d
n
e
l
a
C
A
TSF
November 2012
4 Daylight Savings Time ends
4 TSFA Board of Directors Meeting, 9am, Renaissance Hotel, Austin, TX.
6 Election Day
11 Veterans Day
22 Thanksgiving
December 2012
8 Hanukkah Begins
22 First Day of Winter
25 Christmas
31 New Year’s Eve
January 2013
26 TSFA is bringing hands-on classes to Longview, TX. Space is limited. See page
12 of this issue. If you would like to reserve your space, call the TSFA office at
512.834.0361.
14 February 2013
26 Valentine’s Day
TSFA Floral Display in the Texas Capitol’s Ground Floor Rotunda. All florists are
invited to share the beauty of our products with the Texas Legislators and those
visiting the Capitol.
The Power of
GO TEXAN
C ommissioner
T odd s Taples
T exas
d eparTmenT of
a griCulTure
Advertisers
14 Benz School of Floral Design
(972) 845-1699 • www.aggie-horticulture.tamu.edu.benz
Inside Front Cover: BloomNet
(866) 256-6663
14 Botanical Designs By Montgomery — (281) 427-7454
14 Capt’n B Florist
(800) 542-8483 • CaptainBFlorist1@aol.com
14 Edgar Flower & Gift Shops
(512) 756-4401 - Burnet • (830) 693-7006 - Marble Falls
13 Flowers& Magazine
(800) 321-2665 • www.flowersandmagazine.com
14 Franklin’s Flowers
(972) 542-0000 • www.franklinsflowers.com
14 Freytag’s Florist
(800) 252-9145 • www.freytagsflorist.com
15 GoTexan
(877) 99-GOTEX • www.gotexan.org
14 Heights Floral Shop ­— (713) 862-8811 • (800) 723-3252
www.heightsfloralshop.com
14 McShan Florist
(800) 331-3349, ext. 7931 • www.mcshanflorist.com
Back Cover: Teleflora
(800) 421-2815 • www.myteleflora.com
13 Texas State Florists’ Association Insurance Programs
(800) 291-1061 • (512) 834-0361
14 Tubbs of Flowers
(800) 288-1978 • www.tubbsofflowers.com
14 Vast America
(800) 383-3338 • www.vastamerica.com
“GO TEXAN helped us promote our business and
support the Texas Local Florist campaign. I encourage
all Texas florists to be a part of this program and take
advantage of the power of GO TEXAN.”
Bruce McShan, McShan Florist
GO TEXAN promotes the products,
culture and communities that call
Texas home. Tell the world you are
Texas-made. Join GO TEXAN.
Go TeXAN gets you buyers.
Be part of GO TEXAN, the most
comprehensive promotional campaign
ever launched for products grown,
produced, processed or manufactured
in Texas. The Texas Department of
Agriculture’s high-profile GO TEXAN
marketing program and promotional
activities generate widespread awareness among consumers.
www.gotexan.org
(877) 99-GOTEX
The Bloomin’ Texan u November 2012 / 15
Flowers can’t thrive
under these conditions.
Neither can florists.
Florists lose $500 million every year to drop-shippers.
Banged, battered, destroyed. Thanks to drop-shipping, that’s what’s
happening to $500 million of your profits every year. But Teleflora is
determined to Save the Florists. How? By guaranteeing that 100% of our
orders are hand-arranged and hand-delivered by independent florists like
you. Visit savetheflorists.com.
©2011 Teleflora FM5763
The Bloomin’ Texan u November 2012 / 16