BFA Florist Magazine - The British Florist Association

BFA
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today’s
professional
professional
FLORIST
FLORIST florist
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ISSUE 2
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BFA FLORIST
BFA
for today’s
professional
FLORIST florist
ISSUE 2 £5.00
General Manager: Emma Higham
Editor: Shirley Chisnall
Sales: Gemma Winstanley
Becky Hocken
Production Manager: Sheila Helm
Creative Design: Nikki Carter
BFA Florist is published by
Euromedia Associates Ltd
Rhone House,
Canalside, Chorley PR6 0BU
in association with
Telephone:
01257 267677
Fax: 01257 267711
Editorial e-mail:
editorial@euromedia-al.com
Advertising e-mail: bfaflorist@hotmail.co.uk
FRONT COVER SUPPLIED BY: David Austin Roses,
telephone number 01902 376302,
e-mail address floristry@davidaustinroses.co.uk
BFA Florist is published on behalf of the
British Florist Association by Euromedia
Associates. The views expressed in BFA
Florist are not necessarily those of the
British Florist Association or Euromedia
Associates. Euromedia Associates have
made every effort to ensure the content
of BFA Florist is correct. However they
cannot accept responsibility for errors
or omissions that may occur in any
advertisement, whether relating to
wording, space, position or artwork.
Contents
6
8
9
British growers – Helping our national heritage to bloom
A cut above – roses are truly versatile
BFA Young Florist of the Year & BFA Training
Committee report
10 Florist in Focus – Looking forward to 2013 with optimism
12 FERA – The importance of controls when importing cut flowers and foliage
13 Websites just for florists
14 Easy to use foam lives up to launch promises
16 Lifetime achievement award for international
floral designer
18
19
20
22
24
27
28
30
32
33
40
46
50
Plant Heritage 35th anniversary Open Days
52
56
59
64
66
Inspiring range of courses
Supporting florists in their ongoing training
FleurEx 2012 – ‘the best to date’
College florists celebrate triple success at national awards
Florint’s goal to become an international organisation
WorldSkills competition puts florists on the map
Importers ensure quality that stands out
Valentine’s Day – traditions & traditional red roses
Motoring – looking at vans that deliver for florists
Focus on the British Florist Association
Roses in the season of love
Party masks – Licensed to Thrill
Creative director on location with Laurence
Llewelyn-Bowen
Students celebrate success at FleurEx 2012
Simply the best in packaging
Picture perfect professional enclosure cards
Marketing involves a multitude of actions
throughout the year
67 Lifelike sculptures capture the imagination
William Higham wholesale flowers
T: 01942 862970 F: 01942 826971 www.williamhigham.co.uk
3
BFA FLORIST
Welcome to the national magazine for the British Florist Association – BFA Florist – keeping florists up to date!
Having the opportunity to see the talent among today’s florists first-hand at FleuerEx was simply
amazing – from the professional demonstrations to the wealth of skill displayed in the competition
entries it is clear that floristry industry is a rich source of inspiration.
Don’t hesitate
to get in touch
if you want
to share your
own news and
ideas with BFA
members through
the magazine.
We hope you
enjoy your read!
As the annual national trade show goes from
strength to strength – with many visitors saying
it gets better year on year, we are keen to build
on the momentum.
In the first issue of BFA Florist magazine in
2013 we look forward an enterprising year
– bringing BFA members lots of creative ideas
and seasonal suggestions to ring the changes.
There are lots of products on the market to
help florists in their quest to produce stunning
displays and as the new year gets underway
there’s no better time to map out marketing
campaigns and make business plans.
Daffodils usually signal spring but one of
the earliest varieties of Cornish daffodils ‘Early
Sensation’ presents its classic yellow trumpet
flowers before Christmas. Also in Flowers from
the Farm – BFA grower Clare Ashcroft shares
her ambition to make locally-grown seasonal
flowers more readily available.
Other special features in this issue include:
• David Austin Roses capture the romance of
Valentine’s Day with versatile and voluptuous
raspberry red roses
• Master Florist, Catherine Carter looks
forward to 2013 with optimism and puts the
focus on training
• Guy Nettleton – senior plant inspector at
the Food and Environment Research Agency
– FERA – talks about the vital role of import
controls in the fight against pests and disease
Emma Higham, General Manager
Euromedia Associates Ltd
A very warm welcome to the second issue of BFA Florist, your
free bi-monthly member magazine. I hope that you all had a great
Christmas, and for those of you who own/run a florist business I
do hope that you had a very busy one.
Message
from the
President
4
The start of a new year is always a
good time to look back at what you
did last year and try to improve on
things in the year ahead, something
that the BFA want to do too. If you
have not already received our end of
year member survey you will do very
soon via email. Please take the time
to help us to help you by completing
it and sending back to us, your views
really do count, we look forward to
hearing them.
In this issue we have reports on the
BFA FleurEx event and BFA Industry
Awards held at the end of October
along with updates on what’s
happening within the BFA and of
course in our industry sector. If you
have a news article to share with us
then please do let us know, this is
your magazine and we want you to
share with your fellow members any
news worthy articles, so please don’t
be shy and email them to us.
The next major peak selling period
will be on us very soon, Valentine’s
Day and this year it’s closely followed
by Mothering Sunday on 10th
March, so only four weeks between
the two events will certainly put
pressure on not just us as professional
retail florists but also growers and
wholesalers, I shouldn’t expect prices
to change too much between the
two peaks but if there’s one thing
for certain the press will seek an
opportunity for some ‘florist bashing’
over the price of roses for Valentine’s
Day and so on. If you see anything
negative do drop us a line here at
the BFA so that we may take issue
and where necessary address any
unjustified press with the real facts.
I hope that you all have a fantastic
Valentines and we’ll see you at the
end of February with the next issue
of BFA Florist in the meantime I hope
you enjoy this issue.
Kind regards,
Mark Ward, President, BFA.
BFA FLORIST
Welcome to BFA Florist magazine’s regular focus on British flower
growers – bringing the latest news from growers across the UK.
BFA member Clare Ashcroft has great plans to make locally-grown
seasonal flowers more easily available in her region and in the first of
our special features, GILL HODSON, Flowers from the Farm flowers,
the nationwide network of cut flower growers – www.fromthefarm.
co.uk – talks to Clare about her blooms on the family farm in West
Lancashire. Gill also introduces James Cock, a grower and wholesaler
from Cornwall who nurtures the region’s most famous flower.
Helping our national heritage to bloom
Clare Ashcroft
with her family
6
When Clare Ashcroft NDSF gave up
her job teaching floristry at Myerscough
College to start her own freelance
florist business, she struggled to find
wholesalers who could provide her
with traditional British varieties. It was
then that Clare first started considering
growing her own.
“I have always grown a few flowers
for cutting in the garden but more as a
hobby than to earn money,” said Clare
who is married to arable farmer Andrew
and is mother to two boys, Ben 6, and
Daniel 4.
“I started to look on the internet for
information and this is where I came
across the growers’ association Flowers
From the Farm. I went to one of Gill
Hodson’s workshops and was hooked.
I knew then that growing my own
flowers was the only way forward for my
business.”
Clare has lived in West Lancashire
on the family farm at Tarlscough Hall all
her life. After leaving school to become
a florist, she worked in a number of
local shops before becoming a floristry
lecturer. Nine years later and two little
boys in tow, travelling to the college
became too arduous, which is why she
quit her job in 2010, and started her
own business from the farm.
“The current trends for romantic,
vintage looking flowers, and ‘buy local’
campaigns, all fit perfectly with the
English varieties I grow, and I am sure
that the demand for British flowers will
continue to develop.
“I love to see people’s reactions
when they see my flowers and I have
had so many say, ‘it’s great to see
something different from lilies, roses
and chrysanthemums.’ However,
British flowers shouldn’t be classed as
‘something different’– they’re our national
heritage and I hope that, together with
the other flower growers and florists
around the country, we can make the
Flowers From The Farm motto become
a reality – to put British flowers in every
vase in the country.”
The flowers are grown in a small
area of the farm and this year Clare
grew more than 40 different types of
annuals including sweet peas, nigella,
cornflowers, snapdragons, statice,
achillea, and sunflowers. They began
flowering in mid-June and lasted until the
first frost.
Clare’s plans for the future include
expanding her growing – more foliage,
perennials, and bulbs – and she’s
BFA FLORIST
Current trends
for romantic,
vintage looking
flowers, and
‘buy local’
campaigns,
all fit perfectly
with the English
varieties
planning to erect a polytunnel to extend
the season and be able to offer these
very special flowers for even more of the
year.
She would love to start selling
traditional, seasonal, flower varieties
wholesale to local florists and garden
centres, both in individual varieties, and
mixed bunches. She is also considering
inviting local florists to come and cut their
own flowers for a fixed price per bucket,
so they can pick for their own individual
requirements, and I’m certain this would
be a very welcome innovation for those
lucky florists working near Clare’s farm in
the north west.
Clare is also planning to offer a
service where a florist who has a specific
wedding or event can order their flowers
in advance, and have them specifically
grown to order.
“For example, if a bride asks for 500
lilac sweet peas to decorate her venue
and the florist gives me enough notice, I
could grow them specifically for them.”
For more information contact Clare,
e-mail clare@theflowerfarm.co.uk, mobile
01704 891375, or see the Flowers
from the Farm website
www.theflowerfarm.co.uk.
Daffodils – The south west’s greatest export
James Cock, a grower and wholesaler from Cornwall
Pretty Cornish
cut flowers –
grown locally
and picked to
order Cornish
daffodils,
a seasonal
bouquet and
mixed narcissi
Cornwall and the Isles of Scilly have become
famous for the humble yet beautiful, daffodil, which
has been an important commercial flower for over a
century.
This superb spring flower is being picked as early
as September in the far west and contributes to an
incredible one fifth of global production, something
we really need to shout about.
Daffodils produce a glorious display across the
fields of Cornwall and Isles of Scilly producing
blooms for sale, bulb production and providing an
important source of employment and income for the
county.
One of the most popular early varieties of Cornish
daffodils is `Early Sensation` – a classic yellow
trumpet daffodil which flowers before Christmas. The
Jedna variety is a highly productive main season best
seller.
The daffodil is an affordable yet stunning, long
lasting flower which brings instant colour to a room
and is always a popular choice for customers. Tulips
and iris complement the classic Cornish daffodil to
make a beautiful spring design bouquet.
For more information see website
www.flowersbyclowance.co.uk
7
BFA FLORIST
A cut above –
roses are truly versatile
For the home
For the home
Bring the spirit of the garden
into the home by interspersing
David Austin’s luxury cut
roses with seasonal flowers,
herbs and foliage. For added
character, display small posies
in an assortment of vintage
vases, jugs and containers
For Valentine’s day
An arrangement of voluptuous,
raspberry red ‘Darcey’
blooms interlaced with
seasonal flowers and foliage
is a luxurious alternative to
a traditional bouquet of red
hybrid teas
For weddings
For a romantic, carefree look
drop individual stems of David
Austin’s luxury roses and other
seasonal flowers into small
glass bottles, then arrange to
create a sea of flowers
8
For Valentine’s day
Luxury roses have so much to bring
to the simplest of floral designs - multipetalled, frilled blooms are guaranteed
to capture attention, whether the design
is vintage or contemporary, a structured
hand-tie or the simplest of arrangements.
Combining the roses with the abundant
flowers and greenery available at
different seasons is a great way help
them go further, and to create wide
array of stunning arrangements that will
suit all tastes and budgets.
David Austin Roses can now deliver
their luxury, cupped and rosette shaped
roses directly to UK mainland florists,
offering the opportunity to combine the
beauty and charm of sumptuous roses
with companion flowers in beautiful
luxurious arrangements. The company
has worked with growers for over
eighteen years to ensure year-round
availability of their modern gardenstyle roses. These have become a
popular choice for special occasions,
spontaneous gifts and cut flower
arrangements throughout the year.
During the summer of 2012 David
Austin Roses held photoshoots at two
venues in the Shropshire countryside. At
Iscoyd Park, an award-winning country
house, and Delbury Hall in Diddlebury,
marketing coordinator Nicola Bethell
For weddings
explained they enjoyed the chance
to take full advantage of the season,
blending luxury cut roses with other
flowers, herbs and foliage to produce
arrangements for the home, weddings
and special events.
For weddings, the natural, glowing
colours of David Austin’s roses are
perfect where bouquets and floral
decorations are required in a particular
colour theme, as they harmonise with a
wide array of forms and schemes.
Red roses are almost synonymous with
Valentine’s Day. Although the company
is yet to introduce a pillar box red rose,
Nicola explained that the rich berry
tones of Kate and Darcey are much in
demand as a luxurious alternative to
the more conventional choice. Their
beautiful rosette shaped blooms can be
used with delicate flowers and leafy
sprigs to stunning effect.
While arrangements using just roses
together look superbly opulent, when
combined with other seasonal flowers
and leaves, the appeal of these
romantic roses is just as special – why
not experiment and take your pick?
For more details on David Austin
Roses see the website
www.davidaustinroses.com
BFA FLORIST
BFA Young Florist of the Year
looks forward to Eurofleurs challenge
The winner of the BFA Young Florist of the Year, Sofie Watton, is a young florist with
a great adventure ahead of her.
As the BFA Young Florist of the Year she will represent the UK in September in the
Eurofleurs competition organised by Florint in Split, Croatia.
The competition takes place only once every four years and is an intensive two
days of competing among some of the best young florists from around 18 countries.
Some of the world’s most renowned designers are past winners of the Eurofleurs
Trophy.
Sofie who won the BFA Young Florist of the Year at FleurEx in October was
presented with the Maurice Evans Cup and will follow in the footsteps of Joseph
Massie who competed in the last Eurofleurs competition hosted by the BFA at RHS
Tatton Park and achieved second place, the highest placing in the competition by a
British competitor.
Sofie who works for Bleujen Florist in Bude and is mentored by Erica Tippett said:
“I’m extremely excited and really looking forward to seeing lots of inspirational work
form all the other florist from other countries.
“And I’m really determined to do my best for Great Britain and have a amazing
time and great experience.’’
What’s happening in the world
of training and education
BFA training and education
committee report by the chair
Sandie Griffith.
What an exciting month
November was – the Skills Show
surpassed all our expectations and
myself, Tracy Tomlinson, Dennis Van
Wonderen, Sarah Cunningham,
Zoe Podmore along with Judges Lynda Owen and Frances
Fenwick enjoyed every single minute of it. It was extremely
hard work but the competitors created such a great team it
made it all worthwhile.
Our competitors were:
Advanced:
Charlotte Baker – Gold Medal
Kirsty Berridge – Silver Medal
Hannah Barlow – Bronze Medal
Laura Birch, Heather Hume and Amy Manley
Intermediate:
Annie Blackman – Gold Medal
Isabel Garbett – Silver Medal
Maddy Ralls – Bronze Medal
Charlotte Merryweather, Kate Worley
After six heats around the country, a semi final held at the
RHS Flower Show, Tatton Park in July, all these competitors
made it to the Skills Show final, held at the NEC Birmingham
and they all should be congratulated.
Make sure you enter for this year’s competitions on the World
Skills website this February, worldskillsuk.apprenticeships.org.uk
For further information contact Sandie Griffith
e-mail info@britishfloristassociation.org
• The Training and Education committee are
delighted that they have secured the funding to rewrite the Society of Floristry Handbook.
The project will be managed by Lynda Owen. To
register an interest in this project
e-mail info@britishfloristassociation.org
• The Institute of Professional Florists will be
the professional body within the British Florist
Association for florists to register and record
their qualifications and continued professional
development. This project is being run in
conjunction with Lantra Sector Skills Council and
it is intended that there will be three levels of
membership: Student, Member and Fellow.
To take part register with Sandie Griffith via e-mail
info@britishfloristassociation.org
• Tutors’ Group: It is vitally important for the
Training and Education Committee to have
representation from colleges and tutors and several
tutors who were part of the Professional Floristry
Training Association have agreed to become a sub
committee thereby creating better communication
between the industry and education. This group
are arranging Standardisation meetings for this
year and those who wish to be part of the group
and join the mailing list should contact Ann
Paisley, e-mail ann.paisley@wiltshire.ac.uk.
• Student Group: Students are the future of the
industry, and the committee needs to hear their
views. Any students who would like to have an
input into the Training and Education Committee
should e-mail: info@britishfloristassociation.org.
9
BFA FLORIST
‘Looking
forward to
2013 with
optimism’
❶ How long have you been a
florist? Have you ever had another
career?
Working as a florist for about 25 years.
Before training to be a florist, I trained
as a medical secretary for about eight
years. I ended up based in the Middle
East as an executive secretary for
an international oil company before
returning to the UK and getting married.
Florist in Focus: Catherine Carter, master florist
Flowers for all Occasions – a professional freelance
florists in Great Sankey, Warrington.
www.flowersforalloccasions.co.uk
Catherine has been a BFA member for more than 10
years and is the newly appointed Scottish co-ordinator.
❺ Having gained the Level 5 Master Diploma in Professional
Floristry, the industry’s ultimate floristry qualification and becoming
one of only a few British master florists, what challenges lie ahead?
Would like to do more workshops, demonstrations with our group of master
florists, to promote training and Level 5 throughout the British Isles.
❻ Which is your favourite season in the year in the industry?
My favourite season is spring – everything coming alive, vibrant colours
after a long cold, dark winter.
❷ What have been the biggest
highs and lows during your career?
High: achieving Master Diploma in
Professional Floristry.
Low: don’t look on anything as low –
always look on the positive.
❸ How has the industry changed
during that time?
The industry has become a lot more
competitive with supermarkets and
you need to work longer and produce
more bespoke designs to entice your
customers to keep using you and to
encourage new customers. You should
be prepared to put in more hours to
obtain the same margins.
❼ What does a typical working day involve?
My day, as a freelance, could be anything from an early start at the market
for specific flowers for an order, meeting corporate clients, potential bride,
and mundane matters such as paperwork and perhaps update the website.
❽ Do you regularly meet other florists and BFA members, how
long have you been a member?
Our group of British masters meet every two/three months and more if we
have any demonstrations/workshops. Florist friends and colleagues on a
semi-regular basis. BFA colleagues only at BFA organised events, such as
Chelsea heats, RHS shows and the AGM.
❾ How has this year been?
❹ When did you go freelance
Trading has been up and down, but looking forward to 2013 with
some optimism.
Went freelance 2011. Going to go
back home to Scotland.
❿ Is there anything exciting on the horizon for 2013?
– and what led you to take the
decision to leave the high street.
Hoping to make the move back to Scotland and establish ‘Flowers for all
Occasions’ on the Scottish scene.
Plus – if you had to sum up your relationship with flowers would
you be able put it into words three words?
Relationship with flowers – exciting, enthusiastic and optimistic
10
BFA FLORIST
Focus on Training:
• How does studying for the Master Diploma in
Professional Floristry differ from other training?
With the MDPF there are specified titled units which cover the
theory and practical elements that are expected of a florist at this
level, candidates receive facilitation and guidance to develop
and explore their knowledge and abilities for both the theory and
practical; the practical designs cover types of design instead of
an anticipated design. For example, a tied design could be a
hanging design or a bridal ribbon, with the NDSP a tied design
was expected to be a hand tied design.
The NDSF covered purposes, wired wedding designs, funeral
designs, gift designs ... the candidates were not given tuition
to explore interpretation of types of design, they attended a
seminar prior to them entering the exams and had to assess their
readiness for taking them. Unlike the MDPF the NDSF did not
have coursework and assignments.
• How much time did you spend studying for the
MDPF qualification?
Attending two full days of college – one weekend a month – Sat
9.30am to 7pm, Sun 9am to 5pm. Outside of this approximately
one or two days of homework doing practical and written work
for assignments, graded and ungraded, and portfolio building.
• What were the approximate costs.
Tuition, Materials, Travelling, Time
• What have you gained by achieving the MDPF
Skills – techniques (40 recognised by NPTC and C&G). These
were explored while studying for the qualification and their
application in an extensive range of designs is possible, such
as designs in a medium, as well as wired, glued, tied and
innovative designs. Techniques such as baling, banding, binding,
pinning, sheltering, stacking, threading and so on.
Knowledge – the European Design Schema, terminology,
materials and applications of this newly acquired knowledge
within professional floristry.
Friends and colleagues – peers from the course MDPF.
• How does the MDPF help you promote yourself.
One of a limited number of people who have achieved the
qualification.
Being one of the second stream of candidates who gained
the MDPF, was privileged to have had instruction and gain
knowledge from those who were involved in setting up the MDPF
qualification and interpreting the European Design Schema
and its application within British floristry, allowed me to share
my knowledge and skills as a BMF with other florists, floral
designers, and students.
• How has the MDPF qualification changed
your floristry.
By thinking outside the box.
Such as being requested to create large scale floral
designs by well-known companies within the UK to
promote their business. The design to incorporate
their logo with fresh flowers lasting up to a week
and to include techniques learnt while on the MDPF
course, such as baling, pinning, layering.
Another example, in my exam scenario I had
to make five designs suitable for a private party
aboard a yatch anchored in the Mediterranean,
one wired, one glued, one in a medium, one tied,
one innovative. Two had to co-ordinate, one had
to be hanging, one had to be form linear. I had to
incorporate at least eight techniques in the design
– a maximum of two techniques in any one design
– with leaf manipulation featuring in at least one
design. Having to think on your feet to make your
work different, exciting and interesting.
• What new opportunities has the MDPF
given you access to?
Demonstrating and workshops with our group of
British Master Florists.
Teaching, Networking
• Why would you recommend that other
florists do the MDPF ?
Professional status.
Highest qualification that can be gained
progressively within the floristry profession – levels
2, 3, 4 and 5
11
BFA FLORIST
The importance of controls when
importing cut flowers and foliage
Special Report by Guy Nettleton, senior plant health
and seeds inspector at the Food and Environment
Research Agency
Plant health inspectors help to ensure
pests which could be associated with
the import of cut flowers and foliage
are prevented from entering the UK
12
The public desire for a regular
supply of cut flowers and interest
in new varieties has created an
international trade in cut flowers
and foliage that spans the globe.
Increasingly rapid transport and the
use of environmentally controlled
containers allows flowers and foliage
to be moved to and from virtually any
country in the world by sea and by
air.
Although most of our trade is with
the European Union, a significant
proportion of flowers are imported
from further afield. These imports
create a risk that pests – and diseases
– might be carried on the flowers
which could then become established
in the UK.
The recent outbreak of ash dieback
demonstrates how such risk can
impact on the natural flora of the
countryside.
The UK’s island status can provide
a natural barrier to the introduction of
harmful pests, but additional controls
are required to monitor and control
imports in order to ensure that only
healthy plant material comes into the
country.
With more than 100,000 species
of harmful organisms recorded
throughout the world and an ever
increasing range of material being
traded, any import controls need to
be appropriate to the risk posed.
Certain material, such as citrus
foliage, poses such a high risk of
associated pests that imports from
outside the EU are prohibited. Other
material such as fern fronds pose
a very low risk and so are not the
subject of formal controls.
Other material such as
chrysanthemums, gypsophilia and
carnations pose a degree of risk but
this risk is managed by phytosanitary
certification.
This means that flowers such has
these must be inspected prior to
export and a phytosanitary certificate
issued in order to attest to the fact
that they are free of pests and
disease and conform to UK import
requirements.
On entry to the UK the Plant Health
and Seeds Inspectorate – part of
the Food and Environment Research
Agency – examine the flowers and
the certificate in order to validate that
UK import requirements have been
correctly implemented. By doing
this, pests which could be associated
with the import of cut flowers are
prevented from entering the UK.
Without these controls significant
damage could be caused to the UK
environment and to the agricultural
and horticultural industries by the
pests which can be carried on plant
material.
For more information on plant health
and import controls see Fera’s website
www.fera.defra.gov.uk and follow the
links to ‘Plants, Bees and Seeds’.
BFA FLORIST
Websites JUST
for florists
Here at floristPro we design and develop websites just for
florists. We are a unique team of floristry and IT specialists
who understand the specific requirements that a retail florist
has from their website.
With full online shopping facilities a floristPro website
will enable you to open your shop doors 24 hours a day.
Customers want the choice of how they shop; in store,
online or from their mobile phone.
With an estimated 20% of all UK sales online next year
and flowers and gifts the biggest growing sector, make sure
customers are shopping with you!
A floristPro website gives you:
• DESIGN – website created to YOUR requirements with
your logo, colours and branding
• UPDATE – add new products, edit content and totally
control YOUR own website
• PRICES – set YOUR own delivery charges and product
prices
• ORDERS – With fully integrated shopping facilities,
YOUR customers can order direct on your website and
payment is direct into YOUR bank account
• SUPPORT – from the start, friendly help and advice with
training, webinars and regular newsletters to keep you up
to date
BFA MEMBERS – 50% reduction on setup fee, ONLY
£29.95!
If you want to find out more or sign up for our information
packed newsletter, simply visit our website www.floristpro.
co.uk. To book a FREE ONLINE DEMONSTRATION call
Sarah, Florist Business Manager on 01903 77 33 77.
13
BFA FLORIST
Easy to use foam lives up to launch promises
Following its launch at BFA’s Fleurex
at the end of October, Chrysal Floral
Foam ELITE has hit the ground running.
Prior to the launch Chrysal promised
a good quality, A-brand foam which
florists would find easy to use, and
the feedback they’ve received shows
they’ve certainly lived up to these
promises.
Free sample boxes have winged
their way around the country giving
florists the opportunity to purchase
boxes of 20 bricks from a host of
wholesalers and see for themselves
what all the fuss has been about.
So after just a few weeks on sale,
here’s what’s being said…
Sue Wills-Pope of Susan’s Flowers in
Paignton, Devon – “I’m very pleased
with the new Chrysal foam. It soaks
well, has a good texture, holds
flowers well and the staff like it too.”
Up in the north west, Debbie at
Sunflower Floral Designs in Preston
says, “It’s certainly as good as the
leading brand, holds flowers well,
soaks well, is a good price and we’ll
definitely buy again.”
While Gill at Flower Shop by Gill
Sanderson in Atherton, Lancashire
said: “I’m very impressed with the
new Chrysal Foam ELITE, excellent
texture and density, cuts well, doesn’t
14
crumble, holds flower well, retains
moisture, will buy again!”
Back down south and to Essex and
Carol World of Flowers in Pitsea,
Essex commented: “Perfect! I’m very
pleased with the Chrysal foam. The
girls in the shop hadn’t realised that
they weren’t using the usual leading
brand.”
Beverley Jelf at Bloomers of
Cheltenham seconded this saying
that the “girls had not noticed any
difference from their normal, more
expensive foam.”
While it’s good to hear from the
florists, Chrysal also have some
more facts. Firstly and perhaps most
importantly the brick is denser than
other brands which means that it
will hold more water. The strength of
foam’s structure also means that when
soaked the foam remains stable and
not susceptible to crumbling, yet it
allows the easy insertion of stems.
With such great reports Chrysal say
“how can you afford not to try it?”
Simply drop an e-mail to info@chrysal.
co.uk or call the Chrysal UK office
on 0113 3074050 to receive a £2
voucher off the next box, or £5 off the
next three cartons of Chrysal Floral
Foam ELITE.
Roses in leading brand
floral foam
Roses in Chrysal Floral
Foam ELITE
BFA FLORIST
Lifetime award
for internationally
acclaimed floral designer
In sharing this news from The Society of American Florists in BFA Florist magazine, Ardith
Beveridge a member of the BFA says she is always proud to add BFA in her credentials –
and it shows how far reaching BFA is internationally...
2012 Tommy
Bright Award
winner Ardith
Beveridge
with PFCI
chairman
Vince Butera
Top floral design judge, author and presenter,
Ardith Beveridge – this year’s winner of the 2012
Tommy Bright Award – has been recognised for
her lifetime achievement in presentation by the
Society of American Florists, Professional Floral
Communicators – International PFCI.
The chairman of the PFCI, Vince Butera, the
owner of Butera the Florist, said: “Ardith has set the
standard. Pushing education to another level.”
The award was made at the association’s annual
convention in Palm Beach, Florida. It is the highest
honour presented by the PFCI to its members,
named after Ethel ‘Tommy’ Bright, whose motto
‘Learn More, Teach Others’ reflects PFCI values.
Kym Erickson, the president of the Minnesota
State Florist Association and general manager
of Soderberg’s Floral and Gift in Minneapolis,
said: “Ardith educates and patiently teaches all of
us to be the best florists, designers and business
owners we can be. You can’t help but be a better
person around her. Even though she has hundreds
of students, she makes each one of them feel
important and special.”
Ardith Beveridge is the director of education and
an instructor at Koehler and Dramm’s Institute of
16
Floristry in Minneapolis. She has been active in the
floral industry for more than 40 years. Her honours
and achievements include American Academy
of Floriculture, the American Institute of Floral
Designers, the Professional Floral Communicators
– International, the Canadian Academy of Floral
Arts, the School of Ikebana Floral Design, and
the British Florist Association – showing how
far reaching BFA is, international. She is also a
member of the School of Ikebana Floral Design.
Her seminars cover all aspects of design,
display, trends, colour, and care and handling.
She also advises wholesale and retail florists. She
believes in extending floral knowledge across
borders and works to further education through the
World Flower Council. She also developed the
International Floral Design Educational Exchange
programme.
Some of America’s most prestigious events have
been graced by Beveridge’s work –presidential
inaugurations, White House celebrations including
Easter festivities, and the Tournament of Roses
Parade. Beveridge also works with the office of
the Minnesota governor and serves on the local
governor’s residence council.
BFA FLORIST
Plant Heritage marks anniversary with a series of showcase open days
For those who enjoy getting out and admiring the stunning floral abundance that can be found throughout
the British Isles, 2013 promises to offer a real treat. Vicky Shepherd at Plant Heritage explores a
pioneering initiative which will give us all a peek at some of the country’s national treasures.
In celebration of 35 years of Plant Heritage, national collection
holders will share their expertise and showpiece plant
collections at a series of Open Days throughout the year
Leading garden plant
conservation charity Plant
Heritage is celebrating its 35th
birthday next year with open
days for the public at many
stunning National Collections
across the UK, in support of the
charity’s work and to celebrate its
achievements.
The National Plant Collections
Scheme is the flagship of Plant
Heritage and is the prime
mechanism for ensuring the
survival of cultivated plant
species and cultivars. The holders
are volunteers, be that private
individuals working in their back
garden or head gardeners on
a large estate. They are all
passionate about their plants and
keen to share their knowledge.
One of the first to open will be
Alan Shipp’s National Collection
of hyacinthus orientalis, on Easter
Monday 1 April in Cambridge
and will be followed by a series
of Plant Heritage Open Days
throughout the year.
Each one will give visitors a
unique opportunity to view some
of the most beautiful and rare
plants in cultivation in the British
Isles and experience first hand
these living libraries of plants.
National Collection Holder of
eucalyptus and modern day plant
18
hunter Tom Hart Dyke will open
Lullingstone Castle on Sunday 23
June and will be giving guided
tours of his fabulous World
Garden which he designed
during his captivity Colombian
jungle. He was kidnapped in
2001 along with his travelling
companion while searching for
rare orchids.
Tom will also be holding a rare
plant sale and leading experts
will be giving demonstrations
throughout the day.
Other treasures to be viewed
next year will be the National
Collection of nymphaea held by
Bennetts Water Garden in Dorset,
and Sue Wooster’s Collection of
campanula (alpine) in Suffolk.
Plant conservation is as much
about passing on the knowledge
as it is about growing the plant.
This is the first time the collections
will be open solely in support of
the charity and is a wonderful
opportunity for visitors to see these
gems which are the National
Collections.
For a full list and more
information on the National
Collections taking part in the 35th
birthday celebration see the Plant
Heritage website
www.nccpg.com.
The Open Days will include:
Waterperry Gardens, National Plant
Collection of Kabschia Saxifrages – Sunday
24 March
Alan Shipp, National Plant Collection of
rare Hyacinths – Easter Monday 1 April
Drointon Nurseries, National Plant
Collection of Primula auricula (Border) –
Wednesday 1 May
Sue Martin, National Plant Collection of
geums – Sunday 19 May
Bennetts water garden, National Plant
Collection of water lilies – Saturday 22 June
Lullingstone Castle, National Plant
Collection of eucalypts - Sunday 23 June
Sue Wooster, National Plant Collection of
alpine campanulas – Sunday 30 June
Tynings Climbers, National Plant Collection
of passiflora – Saturday 18 August
Painshill Park, National Plant Collection
of American irees and shrubs – Friday 13
September
Vicky Fox, National Plant Collections of
heuchera - Sunday 6 October
BFA FLORIST
Supporting
florists in their
ongoing training
Florist Jane Seymour with her certificate and
vase – “thoroughly enjoyed” her time at the
Zita Elze Floral Design Academy and still
has the vase on a shelf at home – despite the
beautiful flowers being a quarter of the size
they were originally
Every year since 1999 the Society
of Floristry Training Fund has made an
educational award to support florists
with their ongoing training. The fund
was started with a legacy left to the
SOF by founder member the late Doris
Ware. It continued to be boosted mainly
by the proceeds of raffles at annual
general meetings and donations from
individual members and companies
within the industry. Earlier legacies and
income generated from training books
have enabled the SOF Training Fund to
become a registered charity open to all
florists to support a variety of training
initiatives.
The secretary of the SOF Training
Fund, Sue Stones, said each year
through the bursaries awarded “we try
to do something different”.
In 2011 awards were made to
Victoria Richards, Rachel Whittaker and
Sue Atkinson. Victoria Richards received
a bursary towards her studies for
representing Great Britain in the World
Skills Floristry competition.
Rachel Whittaker and Sue Atkinson
both worked as assistants to British
designers David Ragg and Sarah Horne
at the World Flower Council Summit
2011 – “quintessentially British with a
twist” conference – which hosted floral
enthusiasts from more than 21 countries
including Australia, Russia, Cambodia
and the USA.
Rachel Whittaker said: “As a young
florist in a busy Belgravia boutique,
time to play and create is rare so to be
awarded this scholarship was a fantastic
opportunity to spend a few days in the
creative world.
Sue Atkinson said: “This scholarship
could have been tailor made for my
hopes and aspirations. I am eternally
thankful that the trustees of the Society
of Floristry Training Fund took a gamble
and gave me a chance and a much
needed boost to my floristry career.”
In 2012 it provided funding for 13
applicants to attend a floral embroidery
workshop at the Zita Elze Floral Design
Academy in Kew.
One of applicants to attend the
workshop, Sarah Bateup, said: “The
floral embroidery technique was
wonderful to learn. I have received
many compliments on the arrangement I
created.”
Charlotte Baker said: “I had a
fabulous day. I would definitely
recommend it to florists wanting to gain
and expand their experiences and
design flair.”
An opportunity to learn new skills, pick
up ideas and meet new people awaits
successful future applicants. For more
information on the fund contact Sue
Stones at the SOF Training Fund, Hope
Farm, Drury Lane, Netherbury, Bridport,
DT6 5LZ, telephone 01308 488502,
e-mail secretary@sof-trainingfund.co.uk,
www.sof-trainingfund.co.uk.
The SOF Training Fund is open
to applications from florists
across the UK, pictured left,
Angela Turner the chairman of
the SOF Training Fund
Some of the 2012 awardees
with their embroidered vases,
pictured with Zita, and Betty
Jones, a trustee of the SOF
Training Fund
19
BFA FLORIST
FleurEx 2012 hailed ‘the best to date’
Competition piece
Handtied design packaged by designer Neil
Whittaker, sponsored by Widdups Packaging
Michelle Potts, the winner of the
student competition, sponsored by
Sylvia Bird
20
Class C winner Tracey Griffin, with
Anne Bricklebank from Chrysal
Theresa O’Grady winner of class D,
sponsored by Bridge Insurance
BFA FLORIST
This year’s British Florist Association annual
national trade florist show, FleurEx 2012, took
place for the first time at the purpose-built Bethel
Convention Centre in West Bromwich.
Centrally located, the event drew a record
attendance and the state of the art facility was
packed with talent, as florists across the UK
displayed their competition entries.
The independent trade association event, entering its fourth year run this year, included
professional demonstrations on the main BFA stage
by top designers David Ragg and David Denyer,
sponsored by Dutch Creations.
The BFA Skills Academy – free business seminars,
Turning the Tide Together – were particularly well
attended with a tutor drop-in point as well as
optional hands on floristry workshops.
Sofie Watton from Bleujen Florist won the BFA
young florist of the year competition 2012. Sofie
will represent the UK in the Eurofleurs competition
in 2013 in Croatia. The BFA Young Florist of the
Year qualifying heat was held at Tatton Flower
Show and four finalists went through to the final at
FleurEx.
CLASS A competition – sponsored by Country
Baskets invited florists to design and create a floral
stole for a bride to wear at a garden wedding. At
least two thirds of the finished design had to be
fresh flower/foliage and/or plant material and it
resulted in some very elegant designs.
CLASS B competition – sponsored by Oasis
tasked florists to produce a design using Oasis
brand floral foam Maxlife to promote a new
product for a company’s national marketing press
launch event. Designs were to be staged on open
tables within a set area with no height restriction.
CLASS C competition – sponsored by Chrysal,
featured a sporting challenge to produce a hand
tied design suitable to be presented to the captain
of the winning team of the Davies Cup tennis final.
CLASS D competition – the BFA Floriguard Cup
sponsored by Bridge Insurance commissioned
entrants to decorate a chair suitable for the
opening ceremony of the art exhibition, specifically
celebrating chairs throughout time held at The
Millinery Works Art Gallery in London. Entrants
were required to provide the chair.
CLASS E competition – The Sylvia Bird Cup,
sponsored by Sylvia Bird, was open to students
with less than three years experience to design
a distinctive bow tie or gentlemen’s tie or necktie
suitable to be worn at the BFA’s annual celebratory
gala evening.
CLASS F competition – The UK School of
Floristry. To celebrate the return of Wally Klett to the
school in 2013 for the wedding diploma course,
the task was to create a bridal design inspired
and influenced by Wally’s style of floristry. Any
accessories could be used excluding artificial
plant material. Fresh materials were not required to
predominate but had to be included.
David Ragg and David Denyer, main stage designers,
sponsored by Dutch Creations and BFA
Country Baskets and House of Sarunds were among a
record number of trade exhibitors at FleurEx 2012
The trade exhibitors included:
Country Baskets
Myerscough College
FloristPro
iFlorist
British Florist Association book
shop
Bridge Insurance Brokers (BFA
Floriguard)
J Van Vliet
Thrive Floristry
Deliflor Chrysanten
Widdups Packaging
HR4UK
House of Sarunds
Jago Publishing
New exhibitors this year
including:
Fusion Flowers
Shola Flowers
Ribbon Printing Company
Growth Technology
South East Flowers
Floral Tours
Window Kit
Oasis Floral Products
Joseph Noblett Christmas trees
Chrysal
The Society of Floristry Training
Trust
FleurEx was really buzzing this year and Chrysal look
forward to even bigger and better plans that the BFA have
for next year’s event.
– Anne Bricklebank, Chrysal UK
This year’s FleurEx was without doubt the best to date. The
venue worked well and great to see so many attendees this
year. It was an excellent show with a fantastic atmosphere. I
know a lot of work goes into the preparation so a big thank
you to the BFA team and it is wonderful to see the show get
better and better year on year.
– Tim Teasel, FloristPro
21
BFA FLORIST
The 2012 FleurEx competition winners are:
Class A, sponsored by Country Baskets
1st Helena Pike – Daisy Chain florist, Kingswinford.
2nd Helen Pannitt – Helen James Flowers – Harrogate
3rd Caroline Crabb – Fleurtations in Bodmin.
Class B, sponsored by Oasis Floral products
1st Alison Gallant, – ‘ Occasionally Yours, Sanderstead.
2nd Jenny Gilman – Bishop Burton college. Beverley.
Class C, sponsored by Chrysal
1st place – Tracey Griffin, Tracey Griffin flowers , Hambledon.
2nd place – Mia Kitahara , Writtle college, Chelmsford.
3rd place – Victoria Bates , Blooming Gifted , Chard.
Class D, sponsored by BFA Floriguard
1st place – Theresa O’Grady, Bishop Burton college, Beverley
2nd place – Maddy Ralls, Eden, Taunton.
3rd place – Katie Gilman – Bishop Burton College, Beverley.
Class E, sponsored by Sylvia Bird
1st place – Michelle Potts - North Warwickshire college,
Nuneaton
2nd place – Nicola Carroll- Writtle college.
3rd place – Megan Lomas – North Warwickshire college,
Nuneaton
Class F, sponsored by the UK School of floristry
1st place – Caroline Crabb, Fleurtations, Bodmin
2nd place – Sara Collinge, flowers with Passion, Preston
3rd place – Kate Bainbridge , Simply Flowers, Bovey-Tracey,
Devon.
Jimmy Nuttall Trophy was awared to: Helena Pike.
College florists celebrate triple success at national awards
The Floral Design Team
at Myerscough College has
recorded a clean sweep at the
British Florist Association Awards
2012 – winning three awards
from three nominations – in the
first ever industry awards handed
out by the BFA.
Split into eight categories,
the awards were judged by an
expert panel with additional votes
received from BFA members.
Having been nominated in three
out of a possible eight categories,
Myerscough won all three
awards: ‘Floristry training provider
of the Year’, ‘Floristry employer of
the Year’, with Myerscough’s Sam
22
Cook winning ‘Floristry tutor of the
Year’.
The college, in Lancashire, runs
floral design courses at further
and higher education level, with a
range of full and part-time options
available. It also aims to lead the
way in offering innovative study
methods, such as the recently
introduced online foundation
degree in commercial floral
design, which enable students
to achieve a vocational based
higher education qualification
through part-time study.
Contenders for the awards
came from across the industry,
including SMEs such as local
florists, wholesalers, and smaller
scale distributors, to larger scale
organisations and businesses.
As a provider of education and
training for the floristry industry,
enjoying triple success against stiff
competition is seen as a coup for
the Preston college.
The inaugural awards were
presented at a gala dinner at
the Park Inn Radisson Hotel in
Birmingham on 27 October.
Mark Ward, the president of
the BFA, said the association was
delighted with the response from
the membership to the first ever
BFA Industry Awards.
He added: “I am delighted that
BFA member college, Myerscough
collected the awards and Sam
Cook from the college took
Floristry tutor of the Year 2012
back to Lancashire, a great
achievement.”
Sam Cook, 34, from Blackburn,
has been one of the people
responsible for the success of
Myerscough’s online degrees,
creating technical video
demonstrations and tutorials which
students access over the internet.
He said: “With the team
winning two awards already, I
didn’t expect to be named Tutor
of the Year, so it was such a
shock when they read out my
name. We all work so hard to
provide the best possible training
for our students, so it’s nice to
be rewarded for all the time and
hard work we put in.”
Myerscough’s student-led design
team will now focus on organising
their next event in April 2013,
when internationally acclaimed
floral artist Damien Koh visits the
college for a weekend of ‘Floral
Couture’ to include workshops,
demonstrations and Fashion
Show. This event is open to the
public; for more information see
website www.myerscough.ac.uk.
BFA FLORIST
Wholesalers of Fresh Cut Flowers, Plants and Sundries
Specialising in the import and wholesale supply
of fresh cut flowers, foliage, plants and sundries.
We have been trading for seventeen years and we
have built our business with the help of a team of
dedicated people committed to meeting the needs of
our customers by supplying top quality products and
by delivering a consistent and reliable personal service.
Opening times:
Monday until Friday 3am until 2
Saturday 3am until 10
Sunday 9 until 12
VALENTINE SPECIAL!!!!!!
LARGE HEAD SIZE RED
ROSE 60CM 0.75P
(Orders need to be placed before 1/2/13)
M28 2LA UNIT 4 • Holloway Drive • Wardley Ind Estate • Worsley • Manchester
Tel: 01617281285 • 01617936670 • www.clogflowerwholesale.com
All Seasons Flowers
importers and distributors
Suppliers of the freshest flowers
and foliage to the wholesale and
floristry trade
- Colombian Flowers
- Israeli Flowers and Foliage
- Thai Orchids
Tel 0208 561 2552
email sales@allseasonsflowers.net
facebook.com/allseasonsflowers
Twitter @allseasonsflowe
23
BFA FLORIST
Florint’s goal is to further expand to
become an international organisation
The British Florist Association – BFA – are members of Florint – The International Florist
Organisation – and through this membership are able to access representation in the
European Parliament on issues that may affect the industry. This article takes a look at
the International Florist Organization BFA members belong to.
National Association
delegates at the last
General Assembly
held in Belgium,
October 2012
Florint delegates
get down to
business at the
General Assembly,
Belgium, 2012.
24
Until 2009 the International Florist
Organisation Florint was named the
‘European Federation of Professional
Florists’ Associations’ – FEUPF – in
short. This federation was founded
in 1956, in Strasbourg. The
founders were a number of National
Florists’ Associations – including
Great Britain who was concerned
about the possible threats of the
advancing European integration. On
the other hand they simultaneously
saw possibilities and opportunities
if they proved able to create and
intensify cooperation between their
associations on a European level.
Today Florint organises the National
Florists’ Associations of 17 European
countries. Membership applications of
various countries, also outside Europe,
are currently pending.
Florint represents a small, but
certainly not negligible part of
European commerce. Around
100,000 European florists generate a
total turnover of more than 15 billion
Euros; more than 350,000 people
earn their living in a flower shop, of
which 150,000 are paid employees.
For the future Florint are looking
to expand into a truly international
organisation, with interested parties
from outside of Europe seeing the
benefits of belonging to the body,
and associations in countries such as
Azerbaijan, Australia and Israel have
expressed an interest in joining Florint.
Florint’s mission is to contribute to
the development of the economical
prosperity of its members and the
people involved in their business.
The goals are to represent members’
interests to public organisations,
especially the European Commission;
to contribute to the improvement of
professionalism and craftsmanship;
and to support and service the
member associations individually and
collectively.
Florint’s key tasks include:
• To position the strategic interests
of the floral retail industry: Florint is
the recognised representative body
of the industry towards the European
Commission and defends the interests
of florists on a European level.
• To safeguard and promote
healthy industrial development:
Florint organises biannual European
Competitions in floristry on a junior
BFA FLORIST
and senior level. Competitions being
an important source of innovation
and a stimulus for professional
development. Florint furthers
the improvement of vocational
training with initiatives such as the
development of the “European Master
of Floral Design”.
• To create added value for the
members: Various initiatives have
been taken: investigations of relevant
issues and enquiries into relevant
issues, stimulating the exchange of
knowledge and ideas between the
members.
Florint puts a lot of effort into
the improvement of the quality of
competitions. It does so mainly by
developing blueprints and formats for
the competitions and ensures regular
meeting of the technical and judging
committees are held.
Florint has established a common
judging system, known as the
international 100-points system. Easy
to use, transparent, yet sophisticated.
The professionalism of the judges is
a crucial factor in any competition and
that is why Florint started educating
judges a number of years ago. More
than 150 professional florists have
passed the European Judges Course,
and more are doing so all the time.
Currently, Florint is developing a
European certification system based
upon the competence profile for a
professional international judge.
In 2012, through a grant from the
European Leonardo Partnership six
countries including Great Britain,
represented by the UK Floristry Judges
Guild, affiliated to the BFA completed
a new judging programme.
Florint is made up of some 17
member countries, they are, Austria,
Belgium, Czech Republic, Croatia,
Denmark, Finland, Germany, Great
Britain, Hungary, Italy, Netherlands,
Norway, Russia, Spain, Switzerland,
Poland and Slovenia. Florint also
maintains links with the associations
in Armenia, France, Estonia and
Lithuania and looks towards their full
membership to Florint soon.
The board of Florint, known as the
Direction Committee, DC, is voted by
the membership of Florint, represented
by the presidents of each member
country at the general assembly, GA,
held annually.
Members of the DC are usually
elected for a three year term and serve
a maximum of two terms, sometimes
extended at the memberships’
discretion.
The president of the BFA, Mark
Ward was elected as a member
of the DC at the 2009 GA held in
Lillehammer, Norway and was elected
as president of Florint at the GA held
in the Czech Republic in September
2011. In October 2012 Mark
Ward was unanimously re-elected to
continue a further three year term as
president at the GA held in Belgium.
The vice-president of Florint is
the German FDF president Helmut
Prinz. Annemie Duchateu and Simon
Ogrizek of Belgium and Slovenia
respectively are the two other DC
members.
Toine Zwitserlood who formally
stood down as the general secretary
of Florint after 19 years of service at
the 2012 GA, remains as such for a
further two years with the appointment
of Ferenc Kruzslicz from Hungary as
the new general manager of Florint
from the beginning of 2013.
25
BFA FLORIST
The sad side of
Mother’s Day
Alongside all the thousands of
beautiful floral decorations and
bouquets that are sold for Mother’s
Day, florists are aware that many
customers have lost their mothers and
so for them this is a very sad time of
year.
“At Textures UK we make sure that
our ‘In Memoriam’ cards have enough
variety of words and artwork so that
everyone can find the one that suits
them,” says managing director Helen
Piddock-Jones from her Cheshire-based
26
company.
“Putting flowers at the cemetery is an
enormously emotional moment and we
are very conscious that the choice of
card is as significant as the flowers. It
has to look right, read right and also
be the right price. We are constantly
adding new verses and artwork so that
our regular customers can vary their
selection.”
Textures UK’s ‘In Memoriam’ cards
are laminated to protect them from the
weather but do have a special space
where the customer can write their own
words.
The cards have a purple ribbon
which can be used to attach to flowers
and crosses and they can also be
personalised with the different words
for Mother such as Mum, Mam, Mom,
so that every region of the country can
have the words that suit them.
For Textures UK’s newest verses and
artwork in their full colour catalogue –
and free samples – telephone 01270
520660.
BFA FLORIST
Fantastic opportunity to
put floristry on the map
More than 500 competitors took part in 61 WorldSkills
UK Competitions in skills ranging from aeronautical
engineering to floristry at the Skills Show. Visitors were able
to cheer on the competitors, try their hand at different skills
and receive the latest information on apprenticeships and
other training opportunities.
The British Florist Association together with The National
Apprenticeship Service ran the UK final of the Advanced
and Intermediate Floristry Competition at the show.
The annual competitions help to reward talent and drive
up levels of expertise in apprenticeships, skills and further
education.
Annie Blackman – Gold Medal
Winner – Intermediate Floristry,
wanted to make a career in
floristry because she loves being
creative, experimenting, using
colours and working with flowers.
Annie, 22, of Blandford Forum
works at New Street Flowers,
Poole, Dorset. She said: “When I
was 16 I was offered a job in a
florist after doing work experience
from school. I worked with a lovely bunch and had
amazing bosses, but unfortunately the shopped
closed due to retirement so I had to find another
job.”
Deciding to go back to college and train as a florist
when she was 20 was her “best decision.”
She entered the World Skills competition because
she said: “It was a prime opportunity to do my
first competition. Also I had a little persuasion from
Tracey Nadin my tutor.
“I’ve have learnt that it’s good to put yourself out
there and try things that perhaps you wouldn’t do
normally.
“It’s not about winning it’s the taking part and
gaining good advice from the judges. It’s a fantastic
experience.”
Annie’s industry mentors include her tutor and Rhea
Farris her boss at NewStreet Flowers, as well as
Jane Packer – “love her style within floristry” and
top florist Gregor Lersch.
Congratulating all this year’s winners the skills minister
Matthew Hancock said: “Vocational skills helped make
the UK in generations past, and vocational skills will build
Britain’s future. I very much hope today’s winners will inspire
the stars of tomorrow.”
Theo Paphitis the patron of the Skills Show said:
“Congratulations to the winners of this year’s WorldSkills
UK National Competition Finals. There has been some
fantastic work produced and I hope this will show everyone
how apprenticeships and vocational training can lead to
worthwhile and valuable careers.”
Charlotte Baker – Gold Medal
Winner – Advanced Floristry,
said she chose floristry as a
career because she started
helping in her gandad’s shop
on Saturdays from the age of
12, before going to college
and competing in floristry
competitions.
Charlotte, from Coventry who
works at Hubbards Florist
said; “I loved the thrill and I have gained from the
experience. I have learnt so many new techniques
and gained so much from entering competitions.
I have increased my speed, my ability to do
techniques in set time frames, and I have met lots
of inspiring people.”
Charlotte’s other successes include Interflora
florist of the future 2007 and 2009. Society of
floristry catwalk competition 1st place and BFA
shop window competition 2010 – 2nd place
and 2011– 1st place. BFA florist of the year euro
Fleur’s 1st place.
Other medallists were:
Maddy Ralls – Bronze Medal – Intermediate floristry
Hannah Barlow – Bronze medal – Advanced Floristry
Kirsty Berridge – Silver medal – Advanced Floristry
Isabel Garbett – Silver medal – Intermediate Floristry
27
BFA FLORIST
It’s the quality that stands out
All fresh cut flower
importers are not the same
and Quartz Flowers believe
the main thing that sets
them apart is their passion
for their flowers and the
growers who supply them.
The people at Quartz
take pride in the high level
of service they give. With
more than 60 years of
import experience between
them, they feel customers
would be “hard pressed to
find a more experienced
team of four.”
As importers Quartz offer
the very best flowers every
week at a consistent price,
which is one of the reasons
why it is best to buy from an
importer.
Quartz works very closely
with farms to bring the
28
newest varieties grown to
the highest standards. They
offer standing order prices
so that regular flowers cost
the same, week in, week
out. This in turn enables
customers to know they too
can offer their customers an
all year round fixed price.
Over the years the team
has built a portfolio of
farms from around the
world, currently importing
from Colombia, Ecuador,
Florida, Italy, Sri Lanka and
Turkey with many of these
farms and brands exclusive
to Quartz Flowers.
One of their most
recent success stories has
been hydrangeas from
the Medellin region of
Colombia. They are much
larger than the usual ones
from Colombia being
approximately 25 - 28cm
across the head and 60cm
long. Although they are
available in various colours
the most popular is white,
ideal for weddings and
corporate work. These
flowers are supplied
exclusively to Quartz by
Antioquenã de Flores.
Another Quartz success
story is the exclusive
Sparkling Brand from
Flores de Serrezuela. The
Sparkling Brand Freedom
Rose is one of the best from
Colombia. A large headed
red rose with a long vase
life, it is available all year
round at a fixed price for
standing orders and a prearranged price for extras at
peak times.
BFA FLORIST
When Valentine’s Day
and Christmas come around
Quartz customers will
already know the quality
and the price, and be able
to sell with confidence.
Quartz also sells a
superb range of carnations
and spray carnations
from Serrezuela under the
Sparkling brand, with some
new varieties being added
each year. For customers
who sign up for a standing
order the same rule applies
– the same price all year
round with a fixed price
for additional produce at
Christmas, Valentines and
Mothers Day.
Yet another hugely
successful brand exclusive
to Quartz is Cactus. This
farm also grows Freedom
Roses and carnations of
exceptional quality.
The two companies work
very closely together to
develop the business and as
a result the attention to detail
is second to none. Quartz
say when it comes to quality
and service there is no
better farm than Cactus.
In addition to carnations,
spray carnations and roses,
Quartz also imports a very
high quality Hard Ruscus,
also known as Israeli
Ruscus, from Colombia.
This product is special
because it is flown in every
week rather than similar
produce that may be weeks
old after transportation
by sea container. It is a
much lighter green than the
equivalent from Israel.
Also flown in every week
is the finest Leather Leaf.
Again exclusive to Quartz
from Pucket farms in Florida,
this Leather Leaf is extra
long and vacuum packed to
ensure the freshness of the
product. It is evenly graded
and of a super colour –
the perfect Leather Leaf to
work with. While not the
cheapest, Quartz say it is
well worth the extra for such
a premium product.
Quartz is currently
working with a number of
other farms in Colombia
including rose farms that
grow the latest colours and
varieties. Quartz is able
to offer customized boxes
packed to the customer’s
specification.
In addition to foliages
from Sri Lanka, Quartz
is currently importing
large headed roses and
Hypericum from Ecuador,
carnations and spray
carnations from Turkey and
a huge variety of flowers
and foliages from Italy.
To find out more please
contact Roy, Ewa or Julie on
020 8606 0010.
29
BFA FLORIST
Valentine’s Day
– when thoughts
turn to traditional
red roses
David Austin Roses,
telephone number
01902 376302,
e-mail address floristry@
davidaustinroses.co.uk
30
In the UK about half the population splash
out on Valentine’s Day – spending around
£503 million on cards, flowers, chocolates
and other gifts – with an estimated 25
million cards being sent.
Flowers are the popular choice with
roses – and of course red roses – being the
favourite gift on this, the most romantic day
of the year.
There are various theories about the
public celebration of one or more early
Christian saints. However, the Valentine
that most experts believe is the actual
one remembered was a Roman who was
martyred for refusing to give up Christianity.
By the 15th century it had evolved into
an occasion much more like the romantic
occasion it is today when lovers expressed
their affection for each other by presenting
flowers, offering confectionery, and sending
origins of Valentine’s Day but early
celebrations on 14 February can be traced
back to when the Romans paid homage
to the god of fertility during the Feast of
Lupercalia, in honour of Juno the goddess of
women and marriage.
Saint Valentine’s Day, also called
Valentine’s Day, or the Feast of Saint
Valentine, was marked each year as a
messages.
The red rose is said to have been the
favourite flower of Venus, the Roman
goddess of love, and so Valentine’s Day
became synonymous with rich red roses.
Million of roses are now sold and
delivered within the three-day Valentine’s
Day time period each year. Traditionally
these were sent anonymously, but nowadays
BFA FLORIST
it seems romantics often opt to make it clear
who is sending each ‘Valentine’.
Florists’ hand-tied arrangements, bouquets
and planters all make popular gifts but there
are many things florists can do to make the
most of Valentine’s Day from decorating
window displays to offering a range of
gifts, candles, chocolates, balloons or
confectionery which when added to floral
arrangements can make the gift even more
special.
It may seem early in the year for romance
but it is never too early to start planning for
what is one of the top dates in the calendar
for people to send flowers.
Some believe spring begins on St
Valentine’s Day, the day on which birds
chose their mates. In parts of Sussex,
Valentine’s Day was called ‘the Birds’
Wedding Day’. In the Middle Ages, young
men and women drew names from a bowl
to see who their Valentines would be. They
would wear these names on their sleeves for
one week.
In Wales wooden love spoons were
carved and given as gifts on 14 February.
Hearts, keys and keyholes were favourite
decorations on the spoons. The decoration
meant, ‘You unlock my heart’.
Today it is the special celebration when
flowers and floral arrangements are at their
most sought after often by customers who
welcome the input of professional florists to
help them make their choice.
31
BFA FLORIST
All-new Transit is geared
towards niche businesses
Ford’s award-winning Transit Custom
is the latest addition to the most
comprehensive commercial vehicle fleet
available to businesses in the UK.
The van’s DNA has evolved over the
years to suit a wide variety of operators,
including vehicle recovery, telecoms and
food delivery companies, as well as
more niche businesses, such as florists.
The all-new Transit delivers minimised
maintenance, repair and insurance costs,
and targets best-in-class fuel economy.
The all-new interior, with a stylish and
functional instrument panel, incorporates
a range of smart stowage solutions.
The cabin is significantly more spacious
than the outgoing model, with increased
shoulder room, head clearance and
visibility, plus a more comfortable driving
position with a fully-adjustable steering
column.
A wide range of convenience features
and driver assistance technologies
featured on Ford’s latest passenger cars
can also be specified, including the Ford
SYNC voice-activated, in-car connectivity
system with Emergency Assistance, a
rear view camera, Adaptive Cruise
Control and Lane Departure Warning.
The vehicle which is available now
has been subjected to Ford’s ultrastringent global commercial vehicle
testing and durability standards, covering
millions of miles of arduous testing in
laboratories, at proving grounds and on
customer fleets.
Ford’s ‘Transit’ brand began its
establishment over 46 years ago and
since then has been the backbone of
business in the UK with a reputation for
toughness and dependability, and the
new global model has been engineered
to extend that tradition, starting with its
immensely strong unibody construction
featuring high-strength and ultra-highstrength/boron steels.
32
Berlingo – the florist’s
favourite van is even better
The florists’
favourite van, the
comfortable, easy
to drive Citroën
Berlingo, has
just got better,
thanks to further
fuel economy
improvements and
CO2 emissions
reductions to
make it even
cleaner and
greener. These
changes now
see the Berlingo
van deliver up to The facelifted Berlingo is even more economical and the
62.8mpg on the stylish new ‘Gazyban’ seat trim is a new feature
combined cycle,
with CO2 emissions reduced to as little as 118g/km.
The Berlingo’s fuel economy gains and CO2 reductions have been
accompanied by a facelift earlier this year. Outside the Berlingo now has
a restyled, wider grille, with a new chevron badge and headlights.
Other improvements include more aerodynamic door mirrors, revised
badging, stylish ‘Gazyban’ seat trim and ‘Feroe’ wheel trims – except X
models.
As the most versatile high cube van range available in the UK, the
latest Berlingo is offered, dependent on model, with a choice of three
trim levels and five engines, one petrol and four diesel. The rangetopping Berlingo Enterprise includes air conditioning, rear park sensors
and Bluetooth.
The Berlingo includes the advanced e-HDi 90 Airdream EGS6, which
features micro-hybrid technology with Stop and Start and a six-speed
automated manual gearbox. This drivetrain not only delivers the benefits
of two-pedal driving, but also delivers CO2 emissions from just 118g/km
and a combined cycle fuel economy figure of up to 62.8mpg.
The Berlingo range includes L1 and L2 versions, which provide a
maximum load capacity of up to 4.1m3, a two-seater Extenso multifunction folding passenger seat (excluding X models), 625, 750 and
850kg payload vans, a five-seat crew van and an enhanced traction
XTR+ van.
All Berlingo vans are fitted as standard with Citroën’s unique
Trafficmaster Smartnav satellite navigation system/Trackstar stolen vehicle
tracking package.
Berlingo vans also benefit from Citroën’s innovative, no-cost ‘Upgrade
to Business Class’ package, which includes:
• Four years/60,000 mile servicing, whichever comes first
• Four years Citroën Assistance provided by the AA, with Roadside
Assistance, At Home Assistance, Recovery, Onward travel and European
cover
• Warranty extension to four years/120,000 miles, whichever comes
first
FOCAL POINT
BFA FLORIST | for todays professional florist
The British Florist Association is the only national, independent trade association for professional florists. Established over fifty years ago we aim to serve
the needs of our members. This new magazine is yet a further benefit of membership for our members; BFA Florist is for todays professional florist. All
members will receive a complimentary copy six times a year. Now you may have received this magazine and you’re not a member, that’s because we
wanted to get the new magazine out to as many florists as possible following the demise of the Florist & Wholesale Buyer (F&WB) printed magazine
last year. So we’ve chosen around a thousand non-member florists at random to receive a copy for free this month only, we hope you like it. Within
this section of the magazine are the four pages, known as Focal Point which is dedicated to BFA events. We’ve included details of the BFA and
membership benefits which hundreds and hundreds of florists avail themselves of day in, day out to help benefit their business. If you wish to continue
to receive BFA Florist magazine for free every other month packed with ideas, techniques, news and views then the only way to do so is to join the BFA
today by using the membership application form. We very much look forward to welcoming you as a member.
BFA Local
The BFA would like to invite you the 2013 BFA Local events.
Dates and Venues:
Don’t miss these wonderful events for the florist.
Inspirational and practical demonstrations by well known national florists.
Gorgeous products to buy from the wholesalers
Exciting idea’s in time for Valentines Day and Mothers Day
Advice from experts in the floristry industry.
The opportunity to enter the RHS Chelsea Florist of the
Year regional qualifying heats
Refreshments for those thirsty and hungry florists.
Van Flora, Portsmouth Wednesday….16th January
South East Flowers Ashford Sunday 20th January
Country Baskets, Manchester Wednesday 30th January
Flowervision, Heathrow Country Baskets, Birmingham Sunday 24th February
Northern Ireland February/January TBC
Wednesday 27th February
To top all this off, the events are completely free to everyone.
BFA Local, your meeting, in your region, on your doorstep.
BFA ‘local’ meetings are made possible with the generous sponsorship of:
Distance Selling Directive
Part of your BFA membership
goes towards monitoring
legislation that could be
detrimental to your business
from our own Parliament
and from Brussels through
our membership of Florint.
One piece of legislation that
has been given European
Community approval is
the Distance Selling Directive. When this was first introduced some
12 years ago all florists in the EEC were granted an opt out clause,
but not this time. Although under article 19 florists are covered by
the ‘right to withdrawal’ clause which give the consumer 14 days
to withdraw from the contract because our goods are made to the
consumer’s specifications or clearly personalised or which are liable
to deteriorate or expire rapidly. What is not clear from the legislation
is where florists stand on telephone orders for same day delivery as
the legislation states that you have to provide under article 5 ‘Prior to
the conclusion of any sales the trader shall provide the consumer with
information on arrangements for payment, delivery, performance and
the complaint handling policy. These must be given to the consumer in
plain and intelligible language and be legible’. In the case of website
ordering this can be covered by the software immediately giving an
order confirmation including all the information needed, not so easy
over the phone though!
With this concern, BFA vice-president and retail director, Brian
Wills-Pope MBE secured a meeting with Jo Swinson MP Minister for
Employment Relations and Consumer Affairs, arranged via through
the good services of his local MP Mr Adrian Sanders. Brian outlined
to her our concerns with reference to taking orders over the telephone
for same or next day delivery and not being able to supply the
information required. The Minister has promised to ask her legal
team for clarification on this point and come back to us, let’s hope it
is the answer we all require. The legislation is not due to come into
force until June 2014 so we are in plenty of time to lobby against
it if necessary. If you are meeting your local MP it is always worth
mentioning that this legislation could be harmful to your business.
BFA Industry Award winners 2012
Arrivals & Departures at the BFA
At the BFA FleurEx event held at the end of October the BFA held
the first ever industry awards at the Park Inn by Radisson hotel in
West Bromwich, sponsored by CB Imports PLC and Bridge Insurance
Brokers Ltd. Below are some pictures of the black tie gala dinner event
here is a list of the categories and the winners;
WHOLESALER OF THE YEAR – South East Flowers
At the BFA Annual General Meeting (AGM) held on Saturday 27th
October 2012 at the Bethel Convention Centre, West Bromwich, Mark
Ward president of the BFA chaired the AGM and was re-elected as
president for a further twelve month term, bringing this to eleven years in
office. Brian Wills-Pope MBE was also re-elected as vice-president. The
other directors, Muriel Simpson, Tracy Tomlinson, Dennis van Wonderen,
and Sandie Griffith were also re-elected. Standing down was long
serving board member Eileen Nott, owner of BFA member florist Eileen
Nott Florist in Tunbridge Wells. At the gala dinner during the evening the
president, Mark Ward paid special tribute and thanks to Eileen who is
already an honorary member of the BFA where she received beautiful
flowers and a standing ovation from all of those present. Elected to the
board was Sarah Cunningham of BFA member florist, Dandelyons of
Ware in Hertfordshire. Sarah is also a floristry judge and a member of
the UK Floristry Judges Guild, affiliated to the BFA.
Chris and Nick Wolfe of South East Flowers Ltd with BFA president Mark Ward
SUNDRIES WHOLESALER OF THE YEAR – South East Flowers
FLYING DUCTH WHOLESALER OF THE YEAR
– Wim and Ben van Bohemen
VAN DRIVER OF THE YEAR – Peter & Trish Blaber, Ambers Florist
FLORISTRY TRAINING PROVIDER OF THE YEAR
– Myerscough College
FLORISTRY TUTOR OF THE YEAR
– Sam Cooke, Myerscough College
FLORISTRY NEW COMER OF THE YEAR
(Less than two yrs experience) – Georgia Tate, Ambers Florist
EMPLOYER OF THE YEAR - Myerscough College
The winner of the BFA Young Florist of the Year 2012
was Sofie Watton.
Myerscough College with BFA president Mark Ward
Look out for details of this year’s BFA Industry Awards 2013
in the next issue of BFA Florist.
BFA Member Survey
If you haven’t already received via email from the BFA our end
of year member survey it will be with you shortly. Your views and
opinions really do matter and we want to hear them. Please take just
five or ten minutes to complete the survey when it comes, it will help
us to shape the future of the BFA for you, after all it’s your trade body
and we want you to have your say. Thank you!
Flower Council and BFA in partnership to
help professional retail florists
Following a meeting between Carl Schoutsen of the Flower Council of
Holland (FC) with Mark Ward, president BFA, Brian Wills-Pope MBE,
BFA’s vice-president and company secretary Carl Hodgkinson at the
end of October last, an agreement has been made to work in close
partnership for the benefit of professional retail florists.
The first of these initiatives is a meeting planned later this month (January)
in London. If you are able to attend this first meeting of the Soundboard
Retail Support group then please email Brian at brianwp@btconnect.com
we’re looking for five or six BFA members who own a retail florist shop to
attend and you will be compensated towards your time and travel by up
to £130.00 from outside of Greater London and £65.00 within Greater
London. The meeting will be for half a day and lunch will be provided.
BFA tribute to Jean Siviter – an inspiration to floristry
An honorary member of Interflora, Jean Siviter, has died aged 92.
Announcing her death the BFA said she was a gifted teacher and
inspiration to all. Helping people achieve their potential was her goal
throughout her long and illustrious career both in floristry and before
as a schoolteacher.
Jean Siviter did her teacher training at Birmingham University where
she was a hockey blue, and then went on to start a private school
before becoming headmistress of an infant’s school.
Through her involvement with the theatre she met Maurice Evans and
his wife Madge. Jean’s husband Norman instigated the business
partnership between Maurice and Jean and they formed Hoopers of
Chichester, and later bought Marion’s of Emsworth.
Her interests always lay in education and training, and she
encouraged her staff to better themselves through entering floristry
competitions. This she considered the finest learning ground, and also
gained valuable press attention in local papers for florist shops.
At Interflora Jean held many offices within the organisation. She was
editor of Mercury the in house magazine, chairman of District 2 and
chairman of the training committee.
Jean’s wisdom and support helped to form training programmes and
the floristry judges’ examination that are know today, and many of
her ideas are still adhered to. She set a benchmark for quality and
fairness, leading the way with best practices that apply universally.
She mentored, championed and nurtured talent extracting the very
best from florists, particularly the young apprentice florists who she
took under her wing. Jean often answering an enquiry with another
question which meant constantly pushing the receiver to become
a ‘ thinking florist.’ She was hugely respected for her unselfish
contribution to many florist’s lives.
Jean Siviter is survived by her son Jonathan.
BFAMAG2
BFA FLORIST
37
BFA FLORIST
The Flower Market Guide:
Roses in the season of love
Tips and advice from the team at Bloomfield
Wholesale Florist, New Covent Garden Market, London
Ronnie is a true florists’ favourite. Helpful, friendly
and polite to a fault, this salesman is beloved of florists
throughout the capital. Ronnie works for Bloomfield,
one of the largest wholesalers and rose specialists at
New Covent Garden Flower Market. So, who better to
turn to as the season of love and affection beckons?!
As Valentine’s Day and Mothering Sunday loom large
on the florist’s horizon, roses come to the fore. There
may be hundreds of exquisite floral alternatives, but as
Ronnie says: “The rose is the ultimate symbol of love
that you can give to a woman. If you don’t carry roses
at Valentine’s Day, you aren’t going to do very well.”
Seeing Red
The red, red rose reigns supreme for Valentine’s
Day at the Flower Market. Among the hundreds of
thousands of stems sold here every February, new
varieties battle it out against the established names.
At the last count, ‘Grand Prix’ still remains marginally
ahead of the young pretenders, ‘Freedom’ and ‘Red
Naomi’.
“Which variety people go for depends a lot on the
type of shop, stall and customers our buyers have,”
explains Ronnie. “‘Grand Prix’ still commands a good
price, and the sort of retail customer who is happy to
spend on ‘Grand Prix’ will buy a bunch of them, not just
a single stem. The roses sold as single stems tend to be
the cheaper varieties.”
“I think people have been trying out ‘Red Naomi’
more in recent years. There is always interest in
something new, and this variety has a larger head,
a rich velvety colour, lasts well and is scented. ‘Black
Baccara’ is stunning too with deep, deep maroon,
almost black, fragrant flowers. Florists also love the
powerful scent of ‘Ecstasy’, the only thing is that it
changes colour as it ages from red to a bluish pink.”
The Valentine’s Day price dilemma
Florists, and the buying public, always complain
that the price of red roses rockets at Valentine’s Day.
But given that the plants can’t physically produce
more flowers than usual on the one day a year when
the entire world celebrates Valentine’s Day, the cost
is a simple question of supply and demand. Most
wholesalers try to navigate around this issue by
securing advance deals with growers and exporters,
40
BFA FLORIST
whereby they commit to a set quantity and a given
price, and so provide some security for their florists.
John Hardcastle, the owner of Bloomfield Flowers,
took a rather different tack last year, however. He did
not order any red roses in advance. Instead, John
instructed his buyer on the Dutch auctions to buy just a
day or two before Valentine’s Day. His gamble paid
off. Not only was he able to secure reasonable prices
on good quality roses, he was able to ensure the
freshest stock for his customers.
“The quality and freshness of your flowers on
Valentine’s Day is crucial,” says Ronnie. “If you sell a
bad batch of flowers on Valentine’s Day, your customers
will never forgive you.”
A Mother’s Love is different…
Come Mothering Sunday, and the pressure and the
costs come off the red rose. “Hot pinks and reds are in
vogue, as are ‘Purple Power’, ‘Amnesia’ or ‘Memory
Lane’,” says Ronnie. “But white roses are an elegant
option. The pure white of ‘Norma Jean’ makes it one
of the best varieties, but some love ‘White Naomi’ for
its scent, ‘Aquito’ for its smaller heads or ‘Avalanche’ if
you like the hint of fresh green on the outer petals.”
“There are so many other beautiful flowers,” said
Ronnie. “Mums just love the thought and how they are
given. As long as they are given in the right way, the
specific colour or variety isn’t so important. The range
of spring flowers at the Flower Market is amazing, like
the wraps of dramatic tulips, narcissi, blossom, Guelder
rose, lilac, camellia and bluebells.”
Ronnie’s guide to picking the freshest roses:
“Take a good look at the roses, not just top down
but from the sides too. There should be no visible
imperfections, and look for the “glow”. If you spot any
bruised, damaged or brown petals, don’t touch it. Look
elsewhere.”
“Don’t feel the need to squeeze the roseheads.
Unless you’ve squeezed hundreds of them over time,
you won’t really be able to feel the difference, and you
are just damaging the petals.”
“Please, please try to avoid lifting a wrap out of the
bucket just to check them over. You are unlikely to see
anything you couldn’t have spotted before. The odds
are that you will drip water over all the other roses in
the bucket, and then cause more damage trying to
fit the wrap back in. If you do have to pull a wrap,
please take care to hold it over the floor and not other
flowers.”
“Trim the stems regularly and replace the water every
day to keep the roses in top condition. Remove leaves
to ensure none degrade in the water, and support the
stems. The warmer it is in the room, the thirstier the
roses will be.”
Ronnie’s favourite rose? “The ones that are selling!”
• For more information contact Ronnie and John at
Bloomfield on telephone 07552 124424,
e-mail bloomfieldflowers@hotmail.co.uk,
www.newcoventgardenmarket.com
41
BFA FLORIST
Alagar Ltd
Wholesale Florists
Whilst always having a good selection of seasonal flowers available,
J Waitson Flowers Ltd are always seeking to offer new flowers and
something different sourced not only from the best growers in Holland
but from around the world.
There is always a stunning selection of oriental lilies and specialist roses,
including the biggest range of Ecuadorian roses in Europe and during the
season the biggest and best display of Peony and Hydrangea.
One specialist service is providing lily and other flowers open and
ready to use. Orders really need to be placed for this service to avoid
disappointment on short notice availability.
Delivery can be arranged in the London area and details are
available on request.
Tel: 07738943903 / 07940471386
jwaitsonflowers@gmail.com
www.jwaitsonflowers.co.uk
A firm favourite with event
companies, party organisers, designer
florists and freelancers, Alagar stock an
inspiring range of flowers from Britain
and around the world.
Always a source of top quality
materials, Bobby Armitt and Tony of
Alagar are able to track down varieties
to order at any time of the year.
Alagar have a same day delivery
service to clients in Central London,
and are part of the Flower Market
Delivered, which offers next day
delivery by courier throughout the UK.
Unit N9/10, New Covent Garden, Flower Market, London, SW8 5NA
Tel: 020 7498 0170 - Email: alagar@hotmail.co.uk
William Higham
Wholesale flowers
Servicing the needs of florists
throughout the North West of
Suppliers of the finest Colombian flowers, sourced from
Flores Hacienda, Sagaro, Aposentos, Matina and others.
England since the1940’s
Enquires welcomed from wholesalers
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T: 01942 826970 F: 01942 826971
E: sales@williamhigham.co.uk
www.williamhigham.co.uk
42
For more information contact:
Telephone: 01564 771881
E-mail: bestfloral@btconnect.com
BFA FLORIST
Congratulations to BFA
Vice-president,
Brian Wills-Pope MBE
Brian Wills-Pope MBE has been
made a deputy lieutenant of Devon.
The appointment of the office of
lord lieutenant dates from the reign
of Henry VIII. As the personal
representative of the Queen in
the county the Lord Lieutenant has
numerous official engagements
and if he is unable to carry out any
of these then he may request his
vice lord lieutenant or one of his
deputies to represent him. Brian
was appointed vice-president of the
BFA in 2008 and has also served
as both a director and past world
president of Interflora. He was
awarded his MBE for his community
services in 2005.
Wholesale
flowers, plants
and sundries
Harbourflora Ltd is a specialist
importer of fresh-cut flowers and
pot plants.
Our team of traders have almost
150 years experience which,
when coupled to the strength of
our export partners worldwide,
combines to make a formidable
partnership.
T: 01268 570925
E: sales@harbourflora.com
www.harbourflora.com
44
Allied to this wealth of experience
is our commitment to our clients.
We buy flowers daily and deliver
throughout Essex, Suffolk and
East London six days a week.
BFA FLORIST
GBR
Flowers
Wholesale suppliers
to retail trade
throughout the
North West,
delivering quality
6 days a week
Tel: 0161 230 6860 Fax: 0161 230 6966
Email:sales@gbrflowers.co.uk
www.gbrflowers.co.uk
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s for detail
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of Valentin
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Dutch & Colombian
Flower Demonstration
Monday 28th Jan’13
Doors Open 5pm
Wombourne Civic Centre
WV5 9HA
Please Call For Tickets
R J Bristow & Sons
Wholesaler of quality fresh flowers from selected
English and Dutch / Worldwide suppliers
For a friendly service with advice and sourcing tailored to your requirements call
Ray or Trevor or drop us an email. We specialise in sourcing for
Weddings and special events.
Also supplying a full range of house and garden plants,
exotics and larger shrubs / trees.
93 – 109 New Spitalfields Market, Leyton, London, E10 5SL
Phone: 020 8558 6655 Fax: 020 8558 4768
Email: ray@rjbnsons.co.uk www.rjbnsons.co.uk
Opening Hours 2.30am to 10.30am Mon – Fri,
3.00am to 9.30am Saturdays
Heath Mill Road
Wombourne
Wolverhampton
Tel: 01902 895133
Email: wolverhamptonflowers@rocketmail.com
www.wolverhamptonflowers.co.uk
45
BFA FLORIST
Mask-arade
- Licensed
to Thrill
The original party mask
providers, Mask-arade, are
recovering from bumper Christmas
sales this year after releasing their
Official One Direction Masks at
the start of December – a stroke of
genius – ensuring the masks were
in retailers for the Christmas gift
market and also ahead of a tour
the band have planned for 2013.
The One Direction masks are the
first in a range of new official 1D
Merchandise to be released from
the midlands based company,
who are continuing to expand
their stable of enviable licensed
properties.
Mask-arade’s portfolio includes
Mr Bean, Harry Hill, Ben 10 Alien
Force, EastEnders, Coronation
Street, Thunderbirds, Only
Fools & Horses, Strictly Come
Dancing, Dennis The Menace
& Gnasher, Where’s Wally?
and Marilyn Monroe. By the
end of the first quarter in 2013
Mask-arade will be able to offer
more than 50 licensed brands
from their distribution facility in
Warwickshire.
Mask-arade will kick-start 2013
by launching their latest children’s
must-haves, Moshi Monsters. There
will be six different Moshi Monster
masks to collect.
The Maskateers have
come a long way since their
appearance on the tv programme
Dragons’ Den in 2009. Their
party products, which are all
manufactured in the UK, are made
to the very highest standards in the
industry.
The company attributes the
success of the masks to the quality
of the finished product and the fun
provided for such an affordable
pocket-money price point. Maskarade masks are now on sale in
many leading High Street retailers.
The future is looking bright for
Mask-arade ahead of expanding
sales into Europe and North
America, their masks are more
popular than ever. Licensing
director Ray Duffy, said: “Maskarade party masks are the perfect
fun gift and our varied range of
licensed products ensures that we
have something for everyone –
children, teenagers, students and
adults alike.”
For more information see the
website www.mask-arade.com.
46
Birmingham Flowers and Plants Ltd
BFA FLORIST
The UK’s leading wholesale supplier of Bomboniere
(sugared almond favours) and associated Wedding, Party
and Craft products for over 30 years
• Christmas • Babies and children • Boxes • Wine boxes
• Gift bags • Craft ideas/Diamante • Bows • Guest and visitor books
Birmingham Flowers and Plants Ltd are one of the
largest importers of fresh flowers and plants from
Europe. We also now import large qtys of Glass
and Christmas wreaths from China and have recently
expanded into Florist Sundries and have a large stock of
all core items available.
• Ribbons • Organza/tulles on a Roll • Net & pouches
• Flowers, leaves & butterflies • Confectionery
• Party & cake decorations • Ceramics & gifts • Accessories
All your products for Valentine’s and Mother’s day
We specialise in Wedding and Funeral Orders and have a
dedicated team for all your requirements.
Our special offer for the next 6 months is on Nigella Vases
( subject to availability) @ £1.75 each.
We offer deliveries in the West Midlands area and take
orders either by email, telephone or fax. You can also order
from our newly developed webshop.
Make us your One Stop Shop for all
your floristry requirements.
39-40 Wholesale Market Precinct, Pershore St, Bham, B5 6UN
The Tyrrell Building, Long Reach, Ockham, Surrey, GU23 6PG
Tel: 0844 372 2998 or 01483 281313
Fax: 01483 281636
Email: sales@clubgreen.com
www.clubgreen.com
T: 0121 666 6623 F: 0121 666 6050
E: jeff.birminghamflowers@gmail.com
Need custom packaging?
If your business requires custom packaging then look no further.
SALPackaging can provide you with all your custom packaging needs.
With a 98% repeat business rate our clients know they can rely on
us for reliability, next generation technology, global sourcing and great
products tailored to your individual needs. Our design consultants work
in partnership with our clients to support them through the complete
process ensuring total satisfaction and outstanding value for money.
We specialise in offering:
Tissue paper, kraft paper bags, printed paper bags, jute bags, wholesale
paper bags, printed carrier bags, biodegradable plastic bags, gift and
jewellery boxes, custom suit covers
and just about every kind of bespoke packaging
products that you can think of.
For All your custom packaging needs
+ 44 (0) 20 8888 5265 | www.salpackaging.com
47
BFA FLORIST
F&H Flowers UK Ltd
50-52 Block B, The wholesale fruit & veg market, Edge Lane, Liverpool, L13 2EJ
Wholesale suppliers of cut flowers
Specialists
in cut flowers from
Holland • England • Columbia
Delivering to
MERSEYSIDE
T: 0151 254 2254
F: 0151 252 2166
E: fandhflowers@btconnect.com
To be a part of the next issue of
BFA
for todays
professional
FLORIST florist
Contact one of our representatives on
01257 267677
Equipment and supplies for florists
G&M HALE LTD
Tel: 0121 5204491 Fax: 0121 5574784
G&M HALE SUNDRIES LTD
Tel: 0121 5206686
Unit 1 Brook Street , DY4 9DD Tipton
48
BFA FLORIST
On location with iflorist’s Creative
Director and Laurence Llewelyn-Bowen
At a secret lakeside location,
(incidentally the home of a very famous
celebrity) in the heart of the Cotswolds,
iflorist met up with Laurence LlewelynBowen and his team to photograph
and video the new exclusive Laurence
Llewelyn-Bowen ‘Boutique’ bouquet
collection.
We went behind the scenes to
speak exclusively to Creative Director
Christine Price, whose job it is to
coordinate the shoot and ensure that
each ‘look’ is perfectly styled and
complements the individual floral
designs.
“It’s fantastic working with Laurence.
Not only does he have superb flair
and an eye for detail, he also brings
a lot of humour to our shoots, which
keeps the crew upbeat. Obviously
we’ve kept the funniest outtakes locked
away in a vault!
“This season’s designs reflect the
trend towards a more modernist styling
but we’ve kept a traditional twist. We
50
both wanted to create bouquets which
are the centrepiece of any room and
bring a real sense of occasion, but
importantly we wanted them to evoke
a sentiment.
“As a modern-day company
these shoots are not just about
photographing the bouquets, they
also create some great social media
content, from tips and advice, to
competitions on Facebook and Twitter.
It is more like creating a series of mini
films than just photographing beautiful
flowers.”
Named the ‘Boutique’ collection, the
latest range of exclusive bouquets, with
titles such as ‘Mayfair Lady,’ ‘White
Christmas’ and ‘All You Need Is Love,’
are inspired by a quintessential mix
of British style, heritage and design.
And Laurence has designed four
seasonal bouquets which are perfect
for Valentine’s, Mother’s Day, Spring
and Summer.
Laurence turned his artistic eye to
floristry three years ago, when he
joined forces with iflorist, and since
then their relationship has blossomed.
The first shoot with Laurence took place
at Laurence’s very own 17th century
grade II listed home in Cirencester,
Gloucestershire, where they spent
two days not only photographing the
first exclusive range of flowers, but
talking about his love and passion for
everything floral.
With so much in common it was
obvious iflorist and Laurence were a
match made in floral heaven, and
the first range was born under the
theme ‘Utterly Gorgeous.’ From classic
designs like the bouquet ‘White Satin,’
with its sumptuous long stemmed roses
and oriental lilies, to his ‘My Fair Lady’
bouquet with its classic country look
featuring the freshest agapanthus and
dainty bouvardia, the designs are
a true marriage between Laurence’s
aesthetic expertise and Chrissy’s expert
knowledge of floral design.
BFA FLORIST
From
Changing Rooms
To Designing
Blooms
Teaming up with Laurence has
been the icing on the cake for iflorist,
who are celebrating an amazing
couple of years, not only have the
company’s international sales grown
by a staggering 200%, but they
now have websites in 20 countries,
in 10 languages and 6 currencies,
accepting over 80 different types of
credit card.
iflorist has also been honoured with
a Royal seal of approval, winning the
2012 Queen’s Award for Enterprise
for Outstanding Achievement in
International Trade. For the occasion,
they created a special posy for the
Queen herself, which was presented
to Her Majesty in person when she
visited their home town.
For more information please visit
www.iflorist.co.uk/laurence-llewelynbowen
51
BFA FLORIST
Inspiring range of courses
Whether planning for the future
or looking for something new, BCA
– Berkshire College – could have
something that will fit the bill. Offering
a vast range of courses with some
lasting a few hours and some two or
three years, it is a perfect opportunity
to learn a new skill or improve
an existing one and even gain a
recognised qualification. Full time
courses include:
• Level 1 diploma in land-based
studies (floristry) – an insight into a
career in floristry covering some basic
aspects of the topic at beginners’ level
• Level 2 diploma in floristry –
builds on level 1 to enhance basic
knowledge and practical skills
enabling participants to become a
practising florist
• Level 3 diploma in floristry
– gives a greater depth and
understanding and prepares students
for supervisory positions
• Level 4 diploma in floristry –
suitable for those established in the
industry who a re seeking a higher
professional qualification.
A provider of high quality education
and training for more than 60 years,
BCA offers an inspiring location for
students to live, learn and enjoy time
with friends.
In recent years, BCA has undergone
a huge transformation and is now
arguably the most attractive place to
study in all of London and the south
east. The curriculum is continually
changing and the college offers a
huge range of courses providing
academic and vocational options for
all.
The college is set in the heart of
the Thames Valley just 25 miles from
London within easy reach of the
M4 and M25 and offers transport
services running from most local
towns and mainline railway stations.
There is an extensive range of sports
and social facilities and residential
accommodation is available.
For a copy of the latest prospectus
and more details of the floristry
courses, telephone 0800 0711 666
or see website www.bca.ac.uk.
Set within 400 acres of beautiful countryside, BCA is a unique Further and Higher Education College.
BCA is recognised as the foremost centre for floristry training in the Thames Valley region.
We have excellent resources, which include:
• Dedicated floristry rooms
• A wealth of living plant material
• Extensive grounds and glasshouses
• Experienced and professional team of staff
• Display facilities
Floristry students study design skills, use of colour, cut flowers/foliages, plants and
learn retail, business and customer care skills.
Students also contribute to College events such as weddings, conferences and external
contracts, as ‘live’ aspects of their skills development and you will also have the chance
to enter various floristry shows and events.
52
BFA FLORIST
Flourish at Eastleigh
College – develop
new skills and gain
qualifications
The range of floristry
courses at Eastleigh
College in Eastleigh,
Hampshire, gives students
the opportunity to gain
the skills and expertise
required to progress in the
industry. Having achieved
their qualifications students
can start work or continue
studying on a full or part-time
basis. Or, like many former
students, some may even
consider setting up their own
floristry business.
The courses equip
students with the technical
experience and expertise
to create traditional and
contemporary designs.
There are opportunities to
take part in competitions
and visit wholesalers and
floristry events. Students will
also have the chance to
showcase their skills in the
Summer Floristry Show.
Eastleigh College floristry
department has its own
dedicated space, allowing
students to thrive in a
creative environment with
like-minded individuals. The
vibrant and dedicated team
of tutors are passionate
about floristry and the
industry, which is shown
through their knowledge and
expertise of the subject.
For more information
see the website
www.eastleigh.ac.uk.
53
BFA FLORIST
Would you like a career designing, creating and
delivering imaginative floral and balloon displays?
At Capel Manor College a range of
intensive, part-time and evening courses
can set students on a career in areas
like event decoration, contract work,
function decorating and exhibition
design – which all require the skills of a
florist. There are a host of employment
opportunities in the industry as either an
employee or to start up a business.
Capel Manor take pride in training
people to become commercial florists
with the ability to construct a vast range
of floral designs to suit all customer
specifications. Practical experience
is underpinned with theoretical study
which is all reinforced by work
experience in the industry, providing a
holistic and professional approach to
their training.
54
Their school of floristry has been
in the unique position of being the
only nationally accredited Centre of
Vocational Excellence for Floristry and
Business Enterprise, and has been
awarded Grade 1 status from Ofsted
in its three most recent inspections.
The courses attract students from
across the world with graduates
building businesses both in the UK
and abroad. Many complement
their existing floristry businesses or
begin new business opportunities by
learning to create balloon décor for
celebration or promotion or gifts, which
is a lucrative business. Capel Manor
has received world wide recognition
for its balloon artistry tuition which is
taught within the Level 2 Modern Retail
Floristry course and as a specialist
course in its own right.
Traditional and contemporary floral
art courses are also offered at the
college for those wanting to learn how
to arrange flowers for the home.
Capel Manor is the largest landbased college in London, offering a
range of nationally accredited courses
and apprenticeships for those interested
in the environment, animals or working
with plants, trees and flowers. Students
benefit from specialist teaching facilities
at centres in Enfield, Gunnersbury
Park and at Newham College,
which include a floristry training shop
and access to wide-ranging plant
collections at their 30-acre estate, in
Enfield.
There are also many opportunities
for students to take part in events
and competitions to help to develop
their skills and broaden their interests
such as college events, open days,
flower shows and each year, making
a replica of the original Coronation
Bouquet for the Queen.
For more information see the website
www.capel.ac.uk.
BFA FLORIST
Students
celebrate success
at FleurEx 2012
Ruth Robinson, course manager, with Katie
Gilman, Jenny Gilman, Theresa O’Grady,
Mark Ward (president BFA), Kelsey
Featherston, Elaine Mansfield and Fiona
Waddingham
56
Floristry students from Bishop
Burton College had a worthwhile
journey to the prestigious FleurEx
competition held in West
Bromwich. The Year 3 students
who were victorious are all on
the final year of their FdA Floristry
Design course.
Theresa O’Grady from
Cherry Burton took first place
in the category to decorate
a chair. She was inspired by
an art noveau and sea theme,
incorporating items such as dried
star fish, crab and sea shells to
decorate the chair which was
covered with sand. Flowers used
included phalanopsis orchids,
anthuriums, seedum, succulents
and hypericum. Theresa won the
bridal category last year.
Katie Gilman, from Hull, took
third place in the same category.
Her theme was inspired by
nature and she used roses,
anthuriums and foliage such as
aspidistra and galax leaves,
twigs, moss and ivy.
Katie’s sister, Jenny, wowed
the crowds in the class to create
an arrangement to promote a
new product for a company’s
national press launch. Jenny was
inspired by candles and created
a design using wax on the base
with flowers including cucumma,
anthuriums, green trick and
scabiosa – finished with mikado
reeds to embrace the flowers.
Course manager Ruth Robinson
said she was incredibly proud of
all the students who had taken
part and added: “It’s wonderful
to see them use the skills they
have learnt on their courses with
such confidence and artistic flair
under a pressured competition
situation.”
BFA FLORIST
57
BFA FLORIST
Card Vase Valentine Designs
• Brands (Me To You, Tatty Teddy)
• Seasonal ( Valentine’s, Mothers Day)
• Everyday (birthdays, new born, funky designs)
• Bespoke (any event, design or company logo)
Following the early
success of their new range
of Card Vase designs,
Blooming Simple have
launched two new
designs ready for
Valentine’s Day.
The simple
flat-packed
Card Vase
is easily
assembled, in
seconds, to form
a water-tight vase
suitable to hold water
and a bouquet of
flowers. The various
designs will enhance
any bouquet at the
point of delivery. Each vase
features a writing panel
to include a personalised
message for the recipient.
There are now four
designs suitable for a
Valentine’s bouquet,
including to two designs
from Carte Blanche’s
bestselling brand Me To You
‘Tatty Teddy’ character.
Other designs
available cater
for birthdays,
new borns,
celebrations and
more, plus a
range of funky
animal prints.
The Card Vase
retails at £3.99 with
trade and wholesale
prices available on
request.
For a full range of
designs see website
www.bloomingsimple.com
or contact Patrick Gavin,
email info@bloomingsimple.
com, telephone 020 8301
5151.
Joseph Noblett has been supplying Christmas trees and accessories to trade and retail sectors throughout
the United Kingdom for over 30 years, and we have become one of the country’s leading Christmas tree
wholesalers. Our clients include supermarket chains, wholesalers, Christmas tree shops, garden centres
and many more. By building relationships with growers over many years, we pride ourselves on providing
first class trees with a first class service. Our Christmas trees are sourced from many countries including
Denmark, France, Belgium, Scotland and Ireland.
We stock a great variety of trees ranging in height from 3 feet to 40 feet.
Joseph Noblett, The Bungalow, Barkers Farm, Preston Road, Charnock Richard, Chorley, Lancashire, PR7 5LE
Phone: +44 (0)1257 791272 | Fax:+44 (0)1257 471289 | E-mail: info@josephnoblett.com | www.josephnoblett.com
58
BFA FLORIST
Simply stunning, simply the best packaging
– ‘Where nothing similar is quite this same’
One of the leading
companies in quality gift
packaging, Anne Bags
believes in offering a
personnel service.
Director, Anne Bags is
delighted to mix and match
colours and sizes to suit
individual requirements.
Customers can give her
a call for details of florist
square carriers, paper
carrier bags, hat boxes and
quality tissue paper.
The website has stunning
patterns suitable for Mother’s
Day and Valentine’s Day and
swing labels.
Small quantities are a
speciality. All items in stock
are available next day.
Samples are also available
on request.
Anne Bags looks forward
to helping florists and in the
meantime invites customers
to take a quick peek at the
website for ideas
www.annebags.co.uk.
59
BFA FLORIST
New and innovative products to help florists
Offering a dedicated
service for florists across
the UK, Seesaw Florals
is committed to supplying
a wide choice of quality
floral products on time and
helping in all matters floristry.
The owner, Sandi White
has had a lifetime interest
in flowers, gardening and
flower arranging. After
teaching technology for 30
years she has followed her
dream and studied floristry,
achieving success in her
courses, she is now turning
her attention to providing a
wide range of products to
florists.
Seesaw Florals has a
dedicated showroom in
Polegate, East Sussex where
customers can come to
browse and discuss their
needs. The warehouse is
above the shop at newly
built unit C3 at The Chaucer
Business Park, Dittons Road.
Sandi White’s husband
shares her enthusiasm for
floristry and is the delivery
driver. A number of items
are held on the van and
these can be seen at the
customer’s convenience.
Seesaw Florals has
recently bought the
floristry sundries arm of
Tidmas Townsend Limited,
Eastbourne. The latter has
been established for more
than 80 years. Seesaw
Florals aim to maintain the
excellent service previously
provided by Tidmas
Townsend and add an extra
dimension to the existing
service.
For more details e-mail
sandi@seesawflorals.co.uk
or see the website
www. seesawflorals.co.uk.
Seesaw Florals is a newly
formed company which
has recently purchased
the floristry sundries
arm of Tidmas Townsend
Limited, Eastbourne.
We offer a personal
service for florists, flower
arrangers and all traders
using and selling any of
our lines.
We have a dedicated floral
products showroom in
Polegate, East Sussex
where customers can
come to browse and
discuss their needs.
Free local delivery
01323 483833
www.seesawflorals.co.uk
Seesaw Florals, Unit C3 Chaucer Business Park, Dittons Road,
Polegate, East Sussex, BN26 6JF
Beautiful Bouquets of Baby Clothes
Cleverly Handcrafted from UK made Baby Clothes
Low Minimum Order - Online Ordering
New
catalogu
e
out now
email:wholesale@theflowerstork.com
tel: 01495 303030
61
BFA FLORIST
A great window design every time
There is an easy way to
add that extra dimension to
a window display – try a
professional vinyl graphic kit
designed for shop windows.
Window-Kit makes predesigned vinyl graphic kits
for shop windows. There
are kits for all the main
seasonal events such as
Valentine’s, Mother’s Day,
sale time or Christmas and
there are decorative kits
for more general seasonal
displays for perhaps spring
or autumn.
The kits are easy to
browse on the website
www.window-kit.com,
FLORIST SUNDRIES ONLINE
Essential Florist Sundries & Florist Supplies On One Site!
Based in the Midlands and with over 20 years experience within
the florist wholesale trade; we at Florist Sundries Online aim to
provide a second to none service to you the consumer.
To see our full range visit us online at
www.floristfloristsundries.co.uk
02476 393778 - enquiries@floristsundriesonline.co.uk
62
select a kit and then choose
the colour. The kit is then
made and sent. The kits are
designed by a top London
window designer to attract
and focus attention on the
window and the products
in it, so a great look is
guaranteed without the
time and expense normally
associated with achieving it.
Window-Kit will be
launching a new collection
for retailers at Top Drawer,
stand Q56, Earls Court 1315 January 2013. Kits start
from £23 for a full window
scheme
HEEMSKERK FLOWERS +
We help your business grow
Huge buying power
= Great value!
• Regular special offers
4
• Dedicated account managers & web shop advisors
4
Together the future’s brighter
A. Heemskerk B.V., Laan van Verhof 65, P.O. Box 203,
2230 AE Rijnsburg (0031) 714098100
info@heemskerk.org www.heemskerkflowers.com
BFA FLORIST
Picture perfect professional enclosure cards
The Flower Card Company
is an established UK business
producing florist and funeral
enclosure cards directly from
original paintings that are
designed and printed in Britain.
The company was started in
2002 by sisters Debbie Scott
a florist, and artist Caroline
Crawford. Since emigrating to
Canada Debbie has started
a North American branch
and Caroline now runs the
company in the UK with her
husband Harry.
As an artist working closely
alongside a florist Caroline said
she has “a great understanding
of the importance that image,
composition, colour, word
message and quality of the
product.”
Vibrant cards are printed
directly from original paintings
and a lot of thought goes each
design especially for the most
significant occasions.
Caroline said: “I realise the
words used on the cards are
just as important as the image
and I have over a decade of
knowledge of what customers
like. We love to hear comments
and will often create a design
directly from the comments.
I have always strived to stay
current and I am constantly
looking at new trends.”
The cards are printed on
quality silk card so the surface
holds the colours and artwork.
The company has an extensive
selection of more than 200
designs.
Every time an arrangement
is completed with one of
company’s cards it comes with
lots of thought, consideration
and attention to detail to ensure
quality. Caroline knows that
her work represents the floristry
businesses which use her cards
and that the work of individual
florists is personal to each of
their customers.
Florist Natalie Owen from
Bluebell Florist West Yorkshire
said: “I placed my order less
than 24 hours ago and I was
delighted when the items
arrived this morning. Very
pleased and greeting cards are
lovely.”
As a new customer, Sasha
Birbeck from Rose & Co
Flowers in Pontefract e-mailed
the Flower Card Company to
say – “The best Florist cards
on the market!! Brilliantly
fast delivery and a nice little
surprise sweet treat inside too.
Many thanks.”
For more information contact
Caroline or Harry telephone
0118 9540813,
or see the website
www.flowercardco.com.
Dutch Import - Export & Online wholesale for glass
vases ceramics decoration and florist sundries
We are a leading Import - Export and Wholesale trade
since 1969. Den Hartog Keramiek specializes in exclusive
and decorative glassware, gifts, home accessories, florist
sundries, decoration articles, ceramics and pottery. On our
site you can find large glass vases, flower vases, martini
vases, centerpiece vases, lily vases, trompet vases, glass
bowls, glass jars, fish bowl vases, glass hurricane vases,
conical glass vases, glass cylinder vases, glass cube and
tank vases etc. etc.
T.+31 30 638 62 16 M.+31 650 40 17 90
E-mail: info@denhartogkeramiek.nl
www.denhartogkeramiek.nl
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BFA FLORIST
The Flower Card Company Ltd
Small Florist enclosure cards
www.flowercardco.com
NEW DESIGNS
for VALENTINE’S
and MOTHERS DAY
now available
Printed in the U.K.
from original artwork
A beautiful range of
original designs for that
extra special finishing
touch.
Also available The Funeral
range and new gift cards.
Visit our website
www.flowercardco.com
Call/Email for a brochure
flower.card@sky.com
Tel: 0118 9540813
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BFA FLORIST
Marketing involves a
multitude of actions
throughout the year
Looking ahead to the new year, MARIANNE
COWDERY at World Wide Florist Marketing
shares her experience, with tips to help florists
to get more customers, make more profits and
gain more freedom in their business;
www.worldwidefloristmarketing.co.uk
66
At the end of each year many of us look back and
wonder where the year went to, and what we really
achieved. The start of a new year brings hope and
optimism, and a whole set of new intentions. Those
resolutions range from personal ones, such as losing
weight, to business ones, such as keeping your accounts
up to date or doing more marketing.
When it comes to the marketing resolution I see many
florists start the year well, as they often have a bit of spare
time after Christmas, then as soon as Valentine’s Day hits
the marketing gets put to one side, never seeing the light of
day again.
Putting a system in place at the start of the year which
includes marketing activities scheduled to take place
throughout the year, is important if you are to keep the
marketing wagon rolling.
Marketing is not one golden ‘thing’; it is a whole raft
of activities that need to take place over the course of the
year. So take a day out of your business and plan the
whole year ahead.
First decide on the focus of your business for 2013.
Choose just a couple of areas to focus on and then map
out how you are going to get more of that business.
So let’s say you are going to focus on getting more bridal
business. Your list may look something like this:
• Set aside a dedicated wedding area in the shop
• Put together a glossy printed hardback book of
wedding work to show brides to be
• Book wedding shows
• Advertise in the local bridal magazine
• Write articles for the local bridal magazine on
wedding flowers
• Set up Pintrest Bridal Boards
• Update your profile on Google search
• Put together a wedding window
• Commission a dedicated area on your website for
weddings
• Become active on wedding forums
• Joint venture with a local business such as a wedding
dress shop or hair and beauty business
This is only scratching the surface of the activities that
you can do, but make it focused and put some detail
behind how you are going to do each activity. Then either
delegate some of the activities, or dedicate one day each
week when you will focus solely on marketing activities.
BFA FLORIST
Lifelike
sculptures
capture the
imagination
The product range from
Abitquackers is on trend with its
highly lifelike, resin sculptures.
This year saw keen interest and
significant orders for its supersized
sheep and pigs, as well as its
well-established choice of hares,
cherubs, fairies and other themed
ornaments.
Available with a target retail
mid-price of between £10-£30 the
products have affordable appeal
across the customer range.
With many exciting new additions
launching at the Spring Fair for the
2013 season, Abitquackers say
they make a fabulous addition to
the display in florist retailers, and
more importantly, it will capture the
imagination of customers, which
converts into increased sales.
For further information on the
full range, prices and a brochure
contact John Guest on telephone
07728 377261, e-mail
ABitQuackers@hotmail.co.uk,
www.abitquackers.com (password:
nothingventured).
• Great products
• Great prices
• Great Service
• Over 100 products online
• See our full range at Spring Fair Stand 9A50
For a brochure and price list, please either;
Call John on 07728 377261, Email AbitQuackers@hotmail.co.uk
Or visit www.ABitQuackers.com
(password is nothingventured)
67