Flowers by Orie: - The Los Angeles Flower Market

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd.
May – June 2011 • Volume 20 - Number 3
Flowers by Orie:
From Corporate Halls to
Event Florist
Photos by JDP Photography
By Peggi Ridgway
Story begins on page 13
Delight Mothers, Grads and Brides with Spectacular
Blooms from the Los Angeles Flower Market!
D
Enlarged to show
market vendors
Hours:
Trade/Wholesale: M/W/F: 2 to 8 a.m.; T/T/S: 5 to 6 a.m.
M/W/F: 8 a.m. to noon; T/T/S: 6 a.m. to 11 a.m.
Public: ($2 admission weekdays; $1 on Saturday)
For holiday and special hours, see www.LAFlowerDistrict.com.
Los Angeles Flower Market of the American Florists Exchange, Ltd.
The Merchants of the
Los Angeles Flower Market
Street map above
A. Dalsol Orchid Warehouse . . . . 213 614-1925
B. Floral Delivery Co-op . . . . . . . 213 623.6974
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 387.1357
C. Paul Ecke Poinsettias . . . . . . . . 213 622.8667
December Only
D. See detail (above right)
E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514
F. Mellano & Company . . . . . . . . 213 622.0796
Full Service
G. Mellano & Company
Wholesale Florist . . . . . . . . . . . 213 622.0796
Full Service
I. Dayro’s Wholesale . . . . . . . . . . 213 623.4355
J. J. Dayro’s Certified
Florist, Inc. . . . . . . . . . . . . . . . . . 213 623.5239
Floral Supplies
K. Floral Supply Syndicate . . . . . 213 624.3982
Floral Supplies
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
William Sanchez
Wholesale . . . . . . . . . . . . . . . . 213 627.6312
4.
Dan Stamis Wholesale . . . . 213 622.6770
5.
Blossom Valley . . . . . . . . . . . 213 891.9320
Miscellaneous Cut Flowers
20.
Cal Pom Pons . . . . . . . . . . . . 213 623.6651
Supermarket Florals, Rose Petals & Roses
23, Mellano & Company . . . . . 213 622.0796
33, 34. Full Service
24.
Valle Wholesale . . . . . . . . . . 213 688.8810
Roses
26.
Gonzalez Wholesale . . . . . . 213 613.0756
6.
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
27.
C&K Wholesale . . . . . . . . . . 213 327-0313
7.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Greens
Full Service
Roses & Cut Flowers
7A. Flower Salad . . . . . . . . . . . . . 213 624.1974
Miscellaneous Cut Flowers, Greens
7B.
8.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Full Service
Miscellaneous Cut Flowers
28. Ted’s Evergreens . . . . . . . . . 213 624.9510
29B. Greens
29A. Vases by Robert . . . . . . . . . 818 434.1512
- 30 Ceramics
31.
Balloons Away . . . . . . . . . . . 213 683.8819
Roses & Cut Flowers
32A. Gilbert Wholesale . . . . . . . . 213 689.9564
H.O. Norman . . . . . . . . . . . . . 213 614.1031
32B. A Ruiz Wholesale . . . . . . . . 213 622.3695
Exotic Cut Flowers
Floral Supplies
10.
Tommy’s Flower Land . . . . . 213 622.1205
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
Roses
Miscellaneous Cut Flowers
L. Moskatel, Inc. . . . . . . . . . . . . . . . 213 689.4650
Floral Supplies
12A. Kimura Plus . . . . . . . . . . . . . . 213 488.1620
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.8069
13B Roses & Carnations
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Floral Supplies
13A. Adriana’s Wholesale . . . . . . . 213 624.0407
O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
14.
Choice Flowers . . . . . . . . . . . 213 489.4879
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
17.
Stelzner Wholesale . . . . . . . 213 891.1514
Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867
Exotic orchids
18.
Sanvilla Wholesale . . . . . . . . 213 489-7089
Miscellaneous & Exotic Flowers
Miscellaneous Cut Flowers
Greens
36. - Tropical U.S.A. . . . . . . . . . . . 213 614.1915
37. Exotic Cut Flowers
Paraiso Flowers . . . . . . . . . . 213 488-0376
39.
Full Service
40.
Miscellaneous Cut Flowers
42.
43.
S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322
Growers Direct . . . . . . . . . . .213 688-8805
Cut Flowers
Paradise Gardens . . . . . . . . 213 488.5144
44.
Full Service
45.
Orchids
50.
Fruit, Candy & Stuffed Animals
Orchid Oasis . . . . . . . . . . . . . 213 627.3805
Sanchez, Martin . . . . . . . . . 213 629.4154
We Look Forward to Seeing You Soon!
Contents
Cover Story: Flowers by Orie:
From Corporate Halls to Event Florist
This newsmagazine is published bi-monthly by The Los Angeles Flower Market of
The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA
90014 • Internet: www.bloominnews.com. Subscription and advertising details at
BloominNews.com.
Los Angeles Flower Market of the American Florists’ Exchange
LA Flower Market Map
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm • (213) 622-1966 (213) 622-0796
Board of Directors
People and Places
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Feature: A Honey of a Bee Garden
Los Angeles Flower Market Hours & Info
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.LAFlowerDistrict.com.
Potpourri
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101; FAX 918 743-1105; Email: peg@wordpix.com
Roundabout
Marisol Basaldua, Los Angeles Flower District Reporter
Phone: 213 622 0796 X 253 • Email: mbasaldua@mellano.com
Feature: 10 Tips for a
Successful Retail Shop Sale
Art Director
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
Happenings/Calendar
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
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Celebrating 90 Years in 2011
Subscribe Your Florist Friend
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Index to Advertisers
The Original
Los Angeles Flower Market
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
Moskatels/Michaels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
Phil Rulloda School of Floral Design . . . . . . . . . . . . . . . . . . Page 4
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
754 Wall Street, Los Angeles
LAFlowerDistrict.com
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 14
T H E B LO O M I N ’ N E W S 3
M AY – J U N E 2 0 1 1
People & Places
Parrella Inducted to Hall of Fame
Chris Brazil Wins First (Again)
Ramblin’ Rose Florist owner Chris Brazil won first place in
the second Annual Floral Art and Design Competition held
at the Fresno Home and Garden Show in early March. His
Michael Mellano
Sr., left, welcomes
Mike Parrella to the
Floriculture Hall
of Fame, February
25, 2011. Photo by
sculpture, “Stationary Spin,” measured above six feet high,
fulfilling his goal to create a floral sculpture that was visually
stunning. A swirl of branches, flowers, greenery and accents
gave observers a unique sense of motion. Flowers were
Debi Aker.
purchased at the Los Angeles Flower Market. The competition
was judged by AIFD members. Brazil started Ramblin’ Rose
Florist, Lemoore, California, in 1989.
Mike Parrella, the chairman of the Department of
Entomology at the University of California-Davis, was the
Farewell to the “Singing Flower Man”
recipient this year of a prestigious award from California
Joe Richards, who entertained shoppers at the Century
growers. Parrella holds a joint appointment in the
City mall in Los Angeles for many years performing songs
Department of Plant Sciences and develops integrated
while selling flowers from his flower cart, passed away on
pest management strategies for ornamental crops with an
March 12, 2011. Richards was born as Joseph Smith Pfohl
emphasis on biological control. He is known for his applied
and grew up in Buffalo, New York but followed his dreams of
research including floriculture crops, nursery and bedding
being an entertainer when he
plants and landscape plants in the urban environment.
moved to Los Angeles in early
In 1985, he started an annual conference on insect and
adulthood. He appeared in a
disease management on ornamentals, sponsored by the
television series and a movie,
Society of American Florists. He has authored more than 375
completed a musical play
publications and is the recipient of many awards.
“The
Singing
Flowerman”
with Lester Wilson, published
some children’s books and
2011
recorded and released an
album of his own songs and
CLASS SCHEDULE
others’. On the album’s back
Instruction Hours:
Monday-Friday, 9 a.m. - 5 p.m.
cover, Richards said,“…somehow I never felt quite fulfilled.
Floral Designer
Something was missing … someone to listen. Then one day
Jan 3-14, Feb. 28-March 11
April 11-22, June 6-17, July 11-22
Sept 12-23, Oct 31-Nov 11
I became The Singing Flowerman with thousands of people
passing my way, pausing just long enough to enjoy the
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
music and flowers. I never dreamed I could be so happy!”
Jan 17-19, March 14-16
June 20-22, July 25-27
Sept 26-28, Nov 14-16
Royals Plan Wedding Florals
Advanced Wedding Designer
Jan 24-25, April 4-5, June 27-28, Oct 3-4
By the time you read this, Catherine Middleton will have
Special Events/Décor Designer
Jan 26-28, April 6-8, June 29-July 1, Oct 5-7
married Prince William and the spectacle of their royal
Design For Excellence
wedding, with exquisitely designed florals, will be a memory.
May 16-17
We have it on good authority (Us Weekly) that responsibility
Permanent Botanicals
May 25-26, Sept 29-30
for the floral arrangements was put into the hands of three
One Day Workshops
respected florists. One of them is Simon Lycett, a frequent
Hand Tied – March 21, Oct 17
Novelty – March 22, Oct 18
Holiday – December 10
floral designer for the royal family and the creative genius
behind the flowers at the marriage of Prince Charles to Camilla
Parker Bowles. The color theme for Kate and William is “white”
Southern California School of Floral Design
and the selection of gardenias, lilies-of-the-valley, delphiniums
843 S. State College Boulevard, Anaheim, CA 92806
and roses (all grown in Britain), “fragrant.” Arrangements remain
714 776-7445 or 800 981-7445 • www.philrulloda.com
at Westminster Abbey for public viewing after the big event.
T H E B LO O M I N ’ N E W S 4
M AY – J U N E 2 0 1 1
People & Places
Speaker Perez Tours Market
Gloria Baker and Tenley Young (the ultimate series winner)
shared their experiences with the Bloomin’ News:
My favorite challenge - Tenley (ultimate series winner):
Speaker John A.
Perez, left, and Bob
Mellano on recent
visit. CCFC Chairman
Kasey Cronquist is
shown to Speaker
Perez’s left.
“The final wedding challenge. Although I was burned, bleeding
and bruised, I knew I would enjoy creating the wedding sample
because that has been my niche … since 2002.” Working on an
“extreme” wedding budget was exciting.
Most difficult challenge show – Gloria: “Definitely the
one I got booted off for :). I just couldn’t make beautiful things
gory” (the assignment: a “horrifically beautiful” arrangement).
The California Cut Flower Commission coordinated a March
Tenley: “… the couture hat challenge with designer Nick
11 tour of the Los Angeles Flower Market for California’s
Varreos from Project Runway. Nick … told me I could get
Assembly Speaker John A. Perez, who met with Market
through it. And I did! From that point on, I knew I had to believe
managers and local flower farmers. The Market, an important
in my abilities and design sense and I would succeed.”
hub for the distribution of flowers and greens, is in the
How stressful – Tenley: “We would work sixteen hours
Speaker’s district. He pledged to help to ensure the long-term
a day, I was away from my friends and family, and I hadn’t
vitality of the LA Flower Market and California flower farms
experienced most of the challenges we were faced with, so I
that supply the flowers sold in the Market.
had a lot of anxiety.”
Daily sourcing at the Los Angeles Flower Market: Tenley:
Craig McNamara Appointed by Governor Brown
Governor Jerry Brown recently named Craig McNamara
“Now I am at the ‘mart’ … probably three times as often as
president of the California State Board of Food and Agriculture
helpful and FAST!” Gloria: “(The Market) is awesome … They
on whose board he has served since 2002. McNamara has
put up with all of us crazies!!!”
before the show.” Vendors at the Market were “amazing,
been president of the Center for Land-Based Learning since
Zendejas is New Ecke Sales Manager
1993 and of Sierra Orchards since 1980.
Ralph Zendejas has joined
the Ecke Ranch team as Key
Accounts
Arrangement,” featuring ten floral designers. The show was
Central Region, over the
hosted by Gigi Levangie Grazer and celebrity floral arranger
central United States and
Eric Buterbaugh, who also served as judges. Among the
reporting to Tom Hennessey,
contestants were floral designers from the Los Angeles area:
National Sales Director. Prior
Anil Pacheco, Bonnie Kim, Jenny Barker, Tara Cottrell, Guillermo
to joining Ecke, Ralph was
Del Pero, Tenley Young and Eddie Zaratsian; and Gloria Baker
Account Manager with Hines
and Russ Phillip from Illinois, and Derek Woodruff, Michigan.
Nurseries.
FO R
Y O U
BOOKS
Reality Show Contestants Share Experiences
Recently, LOGO-TV aired an eight-part series, “The
Sales
Manager-
Flowers for the Table From Florists’ Review
Elegant, unusual designs by Talmage
McLaurin AIFD coupled with exquisitely photographed Colombian flowers make Flowers for the Table: Creating the Perfect Table with Flowers and
Style a valuable reference for the designer and do-it-yourselfer. The arranging process is pictured and explained
in detail alongside photos of the steps.
T H E B LO O M I N ’ N E W S Narrative underscores the significance
of selected materials. Overall, the book
presents designs for many occasions,
including a bridal luncheon, lunch on
the links, Mother’s Day brunch, Easter
parade, Spring Fling, a spooky supper, home-team tailgate, lush luau and
more. Available at www.Floristsreview.
com bookstore for $24.95.
5
M AY – J U N E 2 0 1 1
Without bees and pollination, we would have only a third of the foods we eat today and only a handful of the flowers we
so much enjoy. Although today’s commercial flower farms use greenhouse growing extensively, our limitless repertoire
of flowers owes a lot to early day growers and honey bees. With the honeybee population experiencing severe declines
in recent years due to urbanization and newly arrived parasites, university research departments have stepped up
their studies and new ways of combating parasites have emerged, along with a new found appreciation of the bee. A
spectacular tribute to the honeybee was introduced in fall 2009 at the University of California, Davis.
The Haagen-Dazs Honey Bee Haven, a half-acre, bee-friendly
garden, sits next to the Harry H. Laidlaw Jr. Honey Bee Research
Facility on Bee Biology Road. Here, Laidlaw honey bees enjoy
year-around food source and public awareness about the
plight of honey bees is achieved.
A Honey
of a Bee Garden
A honey bee heads toward a tower of jewels. This is one
of the plants that will bloom this year in the Haagen-Dazs
Honey Bee Haven.
Information generously shared by the Harry H. Laidlaw Jr.
Honey Bee Research Facility, University of California at Davis
This “living laboratory” benefits from gifts and pledges of
$252,000 from Haagen-Dazs, through its parent company
Dreyer’s Grand Ice Cream. Dori Bailey, director of Haagen-Dazs
Consumer Communications, says the garden is a living laboratory to educate, inspire and engage people of all ages in the
serious work of helping to save honey bees.”
Haagen-Dazs Honey Bee Haven features a six-foot-long honey
bee sculpture, the work of Davis artist Donna Billick, titled “Miss
Bee Haven.” In the back: beehive columns by the UC Davis Art/
Science Fusion Program grace the garden entrance.
The garden’s design is the brainchild of Sausalito area landscape architects Donald Sibbett and Ann F. Baker, interpretative
planner Jessica Brainard, and exhibit designer Chika Kurotaki,
who teamed to win the international design competition. Entomology professor Lynn Kimsey, who chaired the department in 2009 and helped judge the design competition, calls the haven “a campus destination.”
Depending on the season, the garden flourishes with salvias, lavenders, daisies, fruits, vegetables, nuts, ornamentals
and onions. Missy Borel, program manager of the California Urban Center for Horticulture, labels all by common and
scientific names.
Art graces the garden, thanks to the UC Davis Art/Science Fusion Program, founded and directed by entomologist-artist
Diane Ullman and Davis artist Donna Billick. Billick sculpted the six-foot-long worker bee that anchors the haven.
Volunteers tend the garden every Friday morning. Faculty, staff and students lead tours. For more details, see http://
Photos by Kathy Keatley Garvey, UC Davis Department of Entomology.
beebiology.ucdavis.edu.
6
Hey!
)&3&µ4+645"4."--4".1-&0'063'*/&'3&4)'"3.(308/'-08&348&)"7&"7"*-"#-&50%":
For over 85 years, Mellano & Company has grown the
farm or those of our partners, you can be assured each
world’s finest flowers & foliage. We have also established
order has been handled with the utmost care from the field
hand-selected partnerships with growers from around
to your facilities for your customer’s enjoyment. Call us
the world to ensure you have the high quality, consistent
today at 1-800-635-5266 or visit www.mellano.com for
product you need throughout the year. Whether provid-
these, and other fine, fresh, featured flowers and foliage.
ing superior grade flowers and foliages from our own
Become a part of our family today, it’s a fun place to be.
G=C@23AB7</B7=<4=@B63E=@:2¸A47<3AB4@3A64:=E3@A/<24=:7/53
Potpourri
Mother’s Day Stacks Up Well
from Australia, New Zealand and more than 90 countries
Florists Review reports in its March 2011 issue that retail
around the world. Scott Williams, co-founder/CEO of Petals
florists fared well for the Mother’s Day observance of one
Network, says when the company first started in 1992,
year ago. More than 60 percent were open that day, many at
“Teleflora was one of the successful models we studied from
long as eighteen hours, and 64 percent made deliveries. Unit
the outset.”
sales increased for 52.3 percent of survey responders, with
USC Tackles Floral Transportation Issues
sales volume increasing for 49.4 percent. Let’s hope the trend
continues.
The Transportation Committee of the California Cut Flower
Commission will be working with the University of Southern
Month of May Showcases Roses
at Descanso Gardens
California to understand the transportation challenges facing
Unlike any other rose garden in the world, the five-acre
The Commission’s USDA Rural Business Enterprise Grant will
International Rosarium at Descanso Gardens in La Canada
fund the new study and report.
the floral industry and how to work together toward solutions.
Flintridge tells the story of mankind’s most beloved flower, the
the spectacular work of the world’s modern hybridizers invite
It’s an Orchid,
But It’s Blue
visitors during May’s peak bloom time. For details and directions,
An orchid and bromeliad
visit www.Descansogardens.org or call 818 949-4200.
nursery in Florida recently
rose. Some 1,200 varieties, more than 3,000 different plants and
introduced
a
blue
orchid
plant
Teleflora Acquires Australian Wire Service
Phalaenopsis
Teleflora has announced its purchase of the Petals Network,
called Blue Mystique. The
an award-winning Australian and New Zealand floral delivery
patented technology of Silver
service. This is Teleflora’s first international acquisition and it
Vase changes a white orchid
introduces Petals Network’s extensive system of 1,300 florists
to a vivid blue. The amazing
blue orchids are sold as plants
Sell Your Shop Faster and for the Highest Price Possible!
with single or double bloom
spikes. See Silvervase.com or
call 800 872-6586.
Fun ‘n Sun Weekend Reservations Urged
California Flower Growers & Shippers invite you to the
Available for Sale!
beautiful La Costa Resort & Spa in Carlsbad, California for the
weekend of July 20-23, 2011, for CFG&S’s much anticipated
25 year corner location
High Gross, High Net
Very stable sales near $900K!!
Financing available
convention “Fun ‘n Sun.” Convention highlights include an All
California Floral Display and Floral Exhibits, golf tournament
at Morgan Run in Rancho Santa Fe, grower tours of Dramm
& Echter in Encinitas, Mellano & Company near Oceanside
and Rainbow Protea at Fallbrook; Flower Fair, gala “Gatsby
k Flower Shop with property k
50+ years in business, ideal
location, over 1/4 of an acre
Only $550,000!!!
Wedding,” a sports zone party, educational sessions and a lot
of networking with wholesalers. Get details at www.Cafgs.org
or call 831 479-4912.
I only sell Businesses!
Sean Edelstein 949-551-2060
AIFD Symposium Shaping Up a Winner
www.4saleflowershops.com
Orange, Riverside, San Bernardino & Los Angeles Counties
right up the road in San Francisco, is a good one to attend.
An Independently Owned
and Operated Member of The
Prudential Real Estate Affiliates, Inc.
T H E B LO O M I N ’ N E W S Every retail florist and floral designer should attend at least
one AIFD National Symposium, and the 2011 symposium,
Slated for July 4-9 with the theme, “IMAGINE: Dream – Create
– Share,” the event features a selection of top rate designers
8
M AY – J U N E 2 0 1 1
Potpourri
presenting on a wide range of topics from “Exuberant Floral Art
holiday. By 1909, 45 states, Puerto Rico, Hawaii, Canada and
on a Large Scale” to “Ikebana” and “Influences” to “Marketing
Mexico observed the day. In 1914, Congress, supported by
Body Flowers” and “Social Media for the Wedding Florist” and
President Woodrow Wilson, declared the second Sunday in
more. Concepts of colors, textiles, textures, space, line and
May as Mother’s Day.
mass and other techniques will be woven throughout this five
Fresh flowers are enjoyed by mothers and fathers alike as
day extravaganza taking place at the Marriott Marquis Hotel,
tokens of appreciation and expressions of love.
San Francisco. Register at AIFD.org.
Smithers-Oasis Changes Owners
Trade Act Expires
Majority ownership of Smithers-Oasis Company was recently
The Andean Trade Preference and Drug Eradication Act
transferred from Charles Walton to a team of internal global
expired on February 12, meaning flowers from Colombia and
senior managers. Walton remains chairman of the board and
Ecuador now enter the United States with duties ranging
actively involved in the company’s strategy, direction and
from 3.2 to 6.8 percent. The act was first enacted in 1991 and
growth. Robin Kilbride, a Smithers-Oasis employee for 27
amended in 2002 to reduce illegal crop production in the
years, will be president and chief executive officer.
Andean region by removing the import tax on most products
1099 Reform Still Pending
from Colombia, Ecuador, Bolivia and Peru. The expiration
is viewed by some legislators as temporary and the Obama
administration is expected to resolve remaining issues with
reporting requirements for completion and submittal of Form
the Colombian Free Trade Agreement by the end of 2011.
1099, however, repeal has not been finalized because there is
The House and Senate voted to repeal the burdensome
a disagreement about how to cover lost revenue. The initial
Fathers and Mothers Have Their Days
requirement went into effect with the health care law. Many
legislators favor repeal. Many floral shop owners and other
small businesses dread the paperwork required to comply
with such legislation.
SENDING F LOWERS TO A MERICA
Over 100 Years of History of the
Southern California Flower Industry
56
$
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
The traditional honorary expressions for mothers on Mother’s
Day and fathers on Father’s Day, oft taken for granted, open up
a world of emotion and sentiment seldom expressed at any
other time during the year.
00
Each
(includes shipping)
The
Perfect
Gift Year
‘Round!
Sonora Dodd started Father’s Day in 1909 to honor her father,
William Smart, a Civil War veteran who raised his five children
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
alone after his wife died in childbirth. She chose June, his birthday
month, to honor fathers. President Calvin Coolidge supported
Also available at: www.FlowerMarketHistory.com and
main entrance of the Original Los Angeles Flower Market.
a national father’s day, but it was President Lyndon B. Johnson
who in 1966 made it officially the third Sunday in June.
Credit card payment acceptable with billing name,
address, card number and expiration date.
Anna Jarvis started Mother’s Day in honor of her own mother,
by writing letters and giving speeches pushing for a national
T H E B LO O M I N ’ N E W S 9
M AY – J U N E 2 0 1 1
Roundabout
Kudos to Flowers by Orie who took home WeddingWire.com’s
and president of the northwest region of the American
“Bride’s Choice Award” for the third year in a row. Orie and his
Institute of Floral Designers. Gonzalez is also a multi-year
wife Evie Raphael have been shopping at the Flower Market
award winner for Rose Parade float designs.
since they started their business fourteen years ago. (Catch
The folks at San Diego Museum of Art know a good thing
this month’s cover story for more.)
when they see it. They invited
AIFD Southern Region Conference recently presented a
internationally
known
floral
spectacular show, “Botanical Arts,” featuring Anaheim master
designer Rene van Rems AIFD
designer Phil Rulloda AIFD AAF PFCI and others.
back at the end of April to design
the rotunda for their annual “Art
Thanks to our state floral group for all they do. On April 3,
Alive” fundraiser. Van Rems also
California State Floral Association sponsored an ROP
led a “Wedding Bouquet Hands-On
workshop led by world renowned designer Tomas de Bruyne
Workshop” in mid-March in Vista.
in Camarillo ROP. In March they co-sponsored with California
Cut Flower Commission the annual Legislative Action Day,
American Institute of Floral Designers Southwest Chapter
manning a booth visited by more than 3,000 people and
presented “Wedding in the City” (based on the movie, of
representing our state’s floral industry to legislators. On
course) in San Bernardino. Featured with gorgeous flowers
March 27, CSFA teamed with prominent designers Carolyn
– “color, color, color!,” eye-catching displays, stylist brides’
Fowler AIFD CCF CFD, Gail Call AIFD CCF CFD and Miriam
gowns and more. One would expect no less from this show
Somoano AIFD CCF CFD in a sympathy design workshop at
directed by Derrick Vasquez AIFD and featuring Lorraine
Golden West College in Huntington Beach.
Cooper AIFD, Lori Novak AIFD, Susan Ayala AIFD and Carol
Caggiano AIFD.
We caught a positive story in the Ukiah Daily Journal the day
before Valentine’s Day about Will Gonzalez, floral designer
Share your news at: http://bloominnews.com/asp/contacts.asp
Attendees at Pest Management Conference
Visit Flower Growing Operations
mans’ Center for Applied Horticultural Research, a nonprofit
committed to research that offers practical answers to problems faced by commercial growers and the green industry.
Growers, greenhouse operators and others who attend-
Mellano & Company at Oceanside was the second stop
ed the Society of American Florists’ “Pest and Production
for conference attendees. The company is a family-owned
Management Conference” in San Diego in February learned
floral business farm-
about lighting, meldew, insects, latest research and more.
ing some 400 acres
They also opted to tour two successful Southern California
and producing more
flower growing operations.
than seven million
bunches
On a trip to Vista, CA, they visited Altman Plants, the coun-
Attendees walk the Mellano flower
growing fields and greenhouses. Photo
by Debi Aker.
T H E B LO O M I N ’ N E W S of
fresh
try’s largest producer
flowers and foliage
of cacti and succu-
and shipping world-
lents, founded by Ken
wide. Now in its third
and Deena Altman.
generation of family
The facility is home to
leadership,
the company’s cactus
was one of the first
collection and a wide
growers to implement integrated pest management and
range of annuals, pe-
use irrigation systems to minimize runoff and water flow.
rennials, grasses, ferns
Mellano & Company helped lead the industry by pre-cool-
and lilies. While there,
ing flowers prior to shipment and improving quality control
they toured the Alt-
and handling by packing flowers in smaller boxes.
10
Mellano
Tour group pauses for Michael A. Mellano’s
presentation. Photo by Debi Aker.
M AY – J U N E 2 0 1 1
10
TIPS
for a Successful Retail Shop Sale
By Sean
Edelstein
1. Renegotiate, or at least review, your lease. Leases
are personally guaranteed, which means you could be
liable if your buyer skips a payment! Remove that guaranty by signing the lease under a corporate or, at the
least, have a guaranty expiration date.
2. Renegotiate your rent. This may be your biggest expense. Avail yourself of the current down market to get
a lower rate for a longer term. This will add value to the
overall price of the business.
3. Consult with your CPA. Take steps now to minimize
your tax obligation and avoid substantial tax consequences when you sell. This move can save thousands!
4. Organize your books. Prepare the most recent twelve
months and clearly identify income and expenses, personal and business, one-time expenses (new cooler,
delivery vehicle), cash, trip to Hawaii and more.
5. Sell when things are trending “up.” As we move forward and the economy recovers, sales will increase month by month.
This is a key element for a Buyer and one that could seal the deal.
6. Take note of key employees. Shops where the owner doubles as designer, delivery person, manager, janitor, etc., sell for
less than those where the owner is simply the manager. Buyers with minimal or no experience are put off by a deal where
they must wear ten hats. At minimum, the owner should not do the primary
design work. Price your shop accordingly.
7. P
lan for growth. All Buyers want to know what they should do to grow
the business. List the moves you would make (marketing ideas, cost
saving steps, etc.) if you were keeping and growing the business.
8. H
onor confidentiality. Customers, employees, landlords and other
tenants should not know the business is for sale until you find a
Buyer. Take every precaution to keep the sale secret.
9. Be realistic about price. If your shop makes little or no profit
and you ask $500,000, you set yourself up for disappointment. Consult a professional Business Broker to determine
market value.
10. Prepare to finance the sale. Unless you have three years
of very profitable tax returns, most banks will not lend to
a Buyer who wants to buy your business. Be prepared
to carry a note to help make the sale happen.
Sean Edelstein is a Business Broker specializing in the sale
of flower shops for fourteen years in Southern California.
Reach him at 949 551-2060, mybusinessbroker@cox.net
or www.4saleflowershops.com.
11
What’s Happening
May
Check the website LAflowerdistrict.com
for holiday shopping hours.
5–8
“Sympathy Expressions” presented by Wilton Hardy
AIFD PFCI AAF at the Teleflora Education Center, Oklahoma City, OK. Call 800 456-7890 or see Myteleflora.com.
10–
July 4
San Diego County Fair, Del Mar Fairgrounds, Del Mar.
Closed on the first three Mondays. See Sdfair.com.
14
Flag Day
18
Tour the Los Angeles Flower District with floral designer/instructor Ray Tucker. Sponsored by Descanso
Gardens, $25 fee. Call 818 949-4200 to register.
Monterey Bay Greenhouse Growers Open House
featuring local nurseries and products, 9 a.m. – 4 p.m.,
Watsonville
19
Father’s Day
7, 28
Iris Walk & Talk, Descanso Gardens, 11 a.m.
22–23
8
Mother’s Day
SAF Growth Solutions: A Mini-Conference for Florists,
Dallas, TX. Features Jeoff Wissman of Kantar Retail, Tim
Huckabee of Floral Strategies, Art Conforti of Beneva
Flowers & Gifts, Georgianne Vinicombe of Monday
Morning Flower & Balloon Co., Rebecca Redman of Windermere Flower & Gifts and Renato Sogueco, SAF. New
this year: “Retail Idea Exchange” and a Tabletop Exhibit.
Details: 800 336-4743 or Safnow.org.
23
ABCs of Fertilizer and Irrigation Management workshop in Spanish, Colorama Wholesale Nursery, 1025 N.
Todd Ave., Azusa, CA, 8 a.m. – 3 p.m. Sponsored by UC
Nursery and Floriculture Alliance.
25–26
Artists in the Rose Garden at Descanso Gardens, La
Canada Flintridge, 9 to 4 p.m. Free with admission.
26–29
“Weddings TODAY: Bouquets with Style” instructed
by Bert Ford AIFD PFCI at the Teleflora Education
Center, Oklahoma City, OK. Call 800 456-7890 or see
Myteleflora.com.
1
May Day; in Hawaii “Lei Day”
5
Cinco de Mayo
6–8
National Public Gardens Day, Descanso Gardens (La
Canada Flintridge), Rancho Santa Ana Botanic Garden
(Claremont) and Los Angeles County Arboretum (Arcadia).
7
The Flower Fields presents Master Gardeners, plus
tours, arts/crafts, children’s activities. I-5 at Palomar
exit, Carlsbad.
“Walk through the Roses” with gardener Justin Huff at
Descanso Gardens. Meet in the Rose Pavilion at 1 p.m.
Free with admission.
California Grown Show and The Nursery Mart, Long
Beach. Sponsored by California Association of Nurseries
and Garden Centers. See Californiagrownshow.com.
11
Armed Forces Day
17
Old World Roses Tour with Amanda Everett, Descanso
Gardens, 1 p.m. Free with admission.
22
“Quincenera Design Show” at Moskatel’s, 738 Wall
Street, Los Angeles. 10 percent trade discount. Call
for details: 213 689-4590.
30
Save the Dates
July 4-9, AIFD National Symposium, San Francisco, CA
Memorial Day observed
July 20-23, California Floral Convention Fun ‘n Sun, La
Costa Resort & Spa, Carlsbad, CA
June
National Rose Month
4
September 14-17, SAF Annual Convention, Westin Mission Hills, Rancho Mirage, CA
Encinitas Rotary Wine Festival supporting the San
Diego Botanic Garden. Visit Encinitaswinefestival.com or
call 760 436-3036, x. 218.
T H E B LO O M I N ’ N E W S November 3-5, WF&FSA Floral Distribution Conference,
Miami, FL
12
M AY – J U N E 2 0 1 1
Flowers by Orie:
florist.” That’s how Flowers by Orie was born.
From Corporate Halls to Event Florist
many times over New Jersey. “East Coast annuals became
Orie comments that California extended the growing season
California perennials.” Being able to grow and design year ‘round
Continued from page 1
and finding a wholesale flower market with what seemed like
The modest, home-based flower studio in Woodland Hills,
an unending variety of blooms and greens simply heightened
California represents a late development in the impressive
the joy. Evie, as always, was right by Orie’s side to help.
careers of Orie and Evie Raphael.
During the nearly 30 years that have passed since they set
A corporate relocation in July 1981 moved Orie and Evie
foot in Southern California, both Orie and Evie made several
from the garden state of New Jersey to the year-‘round
career moves before they became floral designers. First,
“garden” of Southern California. For years, Orie managed a
after a few years in California, Orie’s employer, Max Factor
career in cosmetic
& Company (which today sells only on-line and in European
packaging for Revlon,
retail outlets) sold to a Connecticut company.
Coty, Elizabeth Arden
The Raphaels could have returned to the East Coast with
and Ralph Lauren,
Max Factor but chose to remain in California where by this
commuting
to
time, they were well established. Evie, a full partner in the
work in Manhattan
company who holds an early childhood teaching certificate
daily. In his leisure
in New Jersey, had worked
time, however, he
for nine years as a non-
enjoyed growing and
classified employee of the
arranging the flowers
Los Angeles Unified School
from his garden in rural East Brunswick, New Jersey, taking
District and then for16
great pleasure in designing his homegrown flowers.
years as an office manager
In 1981 Orie accepted an offer from Max Factor & Company
in a physician’s office.
to head the package design and development department
When Max Factor moved,
located in Hollywood. It was a bold move, but he had the
Orie and two of his former
support of his wife Evie, who gave up her teaching position to
employees formed Beverly
embark on the adventure. The couple packed up their house,
Hills Concepts, a company
two dogs and son David and headed west.
which
“Orie was excited by all the flowers available to him for his
fulfillment, package design
designs (in California) and started creating arrangements to give
and development. Today
to friends as gifts,” Evie recalls. “Fourteen years ago, we were
the company operates in
asked to provide flowers for a friend’s wedding and offered to
Van Nuys.
does
assembly,
do it as our gift. Our friends insisted on paying and said that
if we would not accept payment, they would go to another
Continued next page
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T H E B LO O M I N ’ N E W S 13
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M AY – J U N E 2 0 1 1
Flowers by Orie |
continued from page 13
Formal Ikebana studies came to an end as Flowers by Orie
increased its business. Working from a fully-equipped home
studio, the Raphaels now do around ten weddings a year in
addition to bat and bar mitzvahs, corporate and special event
parties and deliveries to hospitals and for life cycle events.
Orie and Evie exhibit at several bridal shows each year,
which they believe is “the best kind of advertising.” They
follow each show with targeted mailings to those who enter
their drawings and to the other exhibitors.
Perhaps the one marketing effort that has paid off best is
their presence on WeddingWire.com, which “gives us a fair
amount of business.” Three years in a row, the satisfaction of
responding brides has put Flowers by Orie into the “Bride’s
In their leisure time, the couple would often drive to the
Choice Award” category, a special honor.
Vista area and dig up cactus plants. Orie found it fun and
More than that, WeddingWire.com has given Flowers by
challenging to design with cactus and flowers, and they sold
Orie a presence on other high traffic sites like Martha Stewart,
their arrangements “up and down Ventura Boulevard.”
Weddingbee, Pingg and Facebook.
Orie studied floral design at Pierce College, including four
active in social media, adding yet another dimension of
years of Ikebana design with well known Ikebana instructor
market exposure.
Kyoko Kassarjian. With Ikebana, which he thoroughly enjoys
Able to locate a “nearby florist” through Google Maps,
and does freestyle, “less is more”. You can use anything as
using, for example, an iPhone or Microsoft phone, some
a container – even a toaster, pottery, a coffee pot. What
customers who are “driving down the freeway” find
matters is the union between the flowers and the container
themselves at Flowers by Orie. It’s another Internet presence
and environment.”
that pays off.
They are personally
The partners in this florist have shopped at the Los Angeles
Business Design Since 1989
Flower Market since they began working as an event designer
studio fourteen years ago. They started making connections
with vendors, applied for a resale permit and learned
how to buy at wholesale. They appreciate their excellent
relationships with Market vendors, and they also appreciate
the Bloomin’ News. “It’s a part of being active in the Flower
Market,” says Orie. “We read it from cover to cover.”
What’s most impressive about Orie and Evie Raphael is
their courage to step out on a limb, relocate to the other
side of the country, pick up a new career and succeed. Such
transitions are never easy. They have excelled at it.
The Right Design for Your
Website, Newsletter, Book
or Company Manual
Flowers by Orie stands among the top five
percent of wedding professionals in the WeddingWire.com community, having received
the WeddingWire Bride’s choice Award 2011
for the third year in a row. The award is based
on professionalism and dedication to enhancing the wedding planning experience along
with service and achievements.
Wordpix Solutions
Contact Peggi Ridgway
800 200-1101 / info@wordpix.com
Producer of The Bloomin’ News
T H E B LO O M I N ’ N E W S 14
M AY – J U N E 2 0 1 1
You can’t drop-ship
artistry.
Florists lose $500 million every year to drop-shippers.
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