By Teresa Schafer

It’s time to reveal the winners of Alexandra Farms’ “2024 Garden Rose Design Contest”! Again this year, we received hundreds of entries, and the judges have spoken. Four first-time entrants and three returning designers placed in this year’s contest. The contest featured two design categories—“Wedding Work” and “Everyday Design”—and designers could enter either category or both. In addition, four prizes were awarded in each of the two categories: First, Second and Third places and Readers’ Choice. Congratulations to the winners!

Prizes

• The first-place winners will receive an all-expenses-paid trip for two to Alexandra Farms in Bogotá, Colombia.

• The second-place winners will receive 500 stems of garden roses and $500.

• The third-place and Readers’ Choice winners will receive 250 stems of garden roses and $250.

Judges

The judges were Jose R. Azout, president of Alexandra Farms; Holly Heider Chapple, educator and owner of Holly Chapple Flowers and Hope Flower Farm and the founder of “Chapel Designers”; and the team at David Austin Roses.

Designs were evaluated on several criteria, including how the garden roses were used, photo quality, and overall design aesthetic and composition. Judging was conducted anonymously, independently and confidentially. The Readers’ Choice Award winners were chosen by a public online vote.

Looking Toward the Future

After seven years and countless entries received, this is our final “Garden Rose Design Contest.” We sincerely thank everyone who has participated since the first contest in 2018. The incredible design work created throughout the world, especially work featuring our flowers, inspires us to continue growing the best garden roses for the industry!

ABOUT ALEXANDRA FARMS

Alexandra Farms, located in the Andes mountains of Colombia, is a boutique grower of fresh-cut garden roses. Since 2005, we have been dedicated to producing blooms with the best appearance and performance possible while keeping up with demand and trends. Our collections include more than 60 unique and popular garden rose varieties and other flowers with special shapes, colors and fragrances. Alexandra Farms is committed to social and environmental best practices, and we are certified through Florverde Sustainable Flowers and One Carbon World. Our long-lasting award-winning flowers are available year-round through floral wholesalers worldwide.

Winners

Wedding Work

FIRST PLACE and READERS’ CHOICE

Anna Stouffer

Urban Petals

Greer, S.C.

Photographer: Kendra Martin Photography

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Golden Mustard’

• ‘Caramel Antike’

• ‘Sahara Sensation’

• ‘Sahara Sensation Spr’

SECOND PLACE

Belinda Bennett

The Rose Thief

Hatfield, Mass.

Photographer: Rebecca Castonguay

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Juliet’ (Ausjameson)

THIRD PLACE

Nancy Zimmerman

Fancy Florals by Nancy

Fairbury, Ill.

Photographer: Rebekah Albaugh

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Capability’ (Ausapply)

• ‘Constance’ (Austruss)

• ‘Darcey’ (Auschariot)’

• ‘Millicent’ (AUSCP17431)

• ‘Lavender Bouquet’

• ‘Precious Moments’

• ‘Tsumugi’

EVERYDAY DESIGN

FIRST PLACE

Marcy Almoney

Foster’s Flower Shop Design Studio

York, Pa.

Photographer: Marcy Almoney

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Eugenie’ (Ausimage)

• ‘Leonora’ (Auswagsy)

SECOND PLACE

Janelle (Janie) Gerestein

Flowers by Janie

Calgary, Alta. Canada

Photographer: Tara Whittaker

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Constance’ (Austruss)

• ‘Beatrice’ (Auslevity)

• ‘Edith’ (Auspluto)

• ‘Darcey’ (Auschariot)

• ‘Millicent’ (AUSCP17431)

• ‘Pink O’Hara’

• ‘Precious Moments’

• ‘Mayra’s Rose’

• ‘Mariatheresia’

• ‘Princess Hitomi’

• ‘Princess Maya’

THIRD PLACE

Cole Buys

CB Design – Floral and Décor

Cullman, Ala.

Photographer: Cole Buys

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Patience’ (Auspastor)

READERS’ CHOICE

Jenny Cheung

Lillies & Lattes

Los Angeles, Calif.

Photographer: Jenny Cheung

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Juliet’ (Ausjameson)

• ‘White O’Hara’

• ‘Pink O’Hara’

• ‘Princess Fairy Kiss Pink Spr’

By Nita Robertson, AIFD

Sponsored by Certified American Grown

Florists’ Review is delighted to present the winner and finalists in our annual “Best in Blooms” contest celebrating “American Grown Flowers and Foliage Month,” which has been proclaimed annually every July by Congress since 2017 and is now spearheaded by Certified American Grown, a nonprofit national trade association for cut flower and foliage farmers in the U.S., that works toward sustainability and prosperity through unified advocacy and strategic promotion.

More than 65 floral designers from across the country submitted photos of their work for our jury’s consideration. From those, four florists were chosen to compete. Each finalist received an abundance of products from four Certified American Grown-member flower farms to create an outdoor summer tablescape highlighting the beautiful bounty of our country. Finalists were asked to use at least three types of flowers and foliages from each of the four farms and to incorporate a garland in a creative way, such as on or above a table or as chair accents.

The contributing farms are:

• Green Valley Floral
   Salinas, Calif.

• Resendiz Brothers Protea Growers
   Fallbrook, Calif.

• Pyramid Flowers
   Oxnard, Calif.

• FernTrust
   Seville, Fla.

The winner will be featured in a “Florist Spotlight” feature in an upcoming issue of Florists’ Review, have her work featured across all of our social media platforms, and receive a $500 product credit with our Certified American Grown partners.

For information about how you can enter future editions of our “Best in Blooms” contest, visit our website at FloristsReview.com.

WINNER

Briana Maginn

Wildflower Touch

Center Moriches, N.Y.

FINALISTS

Jalisca Thomason

Rustic Roots Floral Design

Exeter, Calif.

I was like a little kid on Christmas morning, jumping up and down and exclaiming over everything when I received my boxes of American grown flowers and foliageI

Full of Vibrant colors, saturated colors, muted tones, and the most gigantic king protea I have ever seen. There were so many gorgeous blooms that were vying to be the center of attention- from the shapes and smells of the Rose Lily to the perfectly petaled garden roses I just could not choose a star!

Sara Lunn

Sara Lunn Floral Studio

Las Vegas, Nev.

As I envisioned crafting my ideal ‘Summer Outdoor Tablescape,’ memories flooded my mind, reminiscent of warm childhood evenings when I exchanged my lemonade stand earnings for a refreshing creamsicle from the ice cream truck. The magical final touch of the tablescape was the plumosus infused mixed foliage Garland from Fern Trust that I installed along the bistro lights above the table!

Megan Flickinger

Form & Fire

Boonsboro, Md.

Designing for the finals was an exhilarating experience, and I’m truly honored to have been included in this year’s Best in Blooms. I’m in awe of my fellow competitors and want to thank Florists’ Review, American Grown Flowers, Resendiz Brothers, FernTrust, Green Valley, and Pyramid Flowers for their exceptional products and for showcasing the stunning variety of flowers grown right here in the U.S.

Product List of American Grown Flowers and Foliage

Hydrangea, with voluminous blooms, a range of bloom types and a broad color palette, have long been cherished by florists for their versatility as mass flowers that add texture, stunning color and modern elegance to any design. With year-round availability, these stunning flowers are highly favored, especially for weddings and events, by not only floral designers but also their customers.

The genus Hydrangea belongs to the relatively small Hydrangeaceae family, which also comprises the genera Deutzia and Philadelphus (mock orange), and is native to China, Japan, Korea, the Himalayas, Indonesia and the U.S. (from New England west to Kansas and all the states south of that line). The first known Hydrangea species, H. macrophylla (big-leaf Hydrangea), was brought to Europe from Japan in the early 18th century. It quickly gained popularity for its large, showy blooms and ability to thrive in European climates. As the plants became more widely cultivated in Europe, horticulturists began developing new varieties.

In Japan, Hydrangea plants have been cultivated for centuries and hold cultural significance. They are associated with gratitude, understanding and apology. The flower’s changing colors are often seen as symbolic of change and transformation.

Today, Hydrangea is grown worldwide, and the numerous species and varieties provide florists with a range of flower shapes, sizes and colors. Ongoing research continues to explore new cultivars and ways to enhance the growth, resilience, and aesthetic appeal of these plants.

The Hydrangea genus comprises 70 to 80 species of flowering plants. The most commonly cultivated species as cut flowers include the following:

• Hydrangea macrophylla

     Common names: big-leaf Hydrangea, French Hydrangea, garden Hydrangea, florist’s Hydrangea

This species has two main bloom types: mophead (a.k.a. hortensia), and lacecap. Mophead/hortensia blooms (called inflorescences) are large, full and round, and they are composed primarily of the large, showy sterile florets. They may bear smaller fertile florets (most noticeable in lacecap blooms), but those are obscured by the more numerous and densely packed sterile florets, resulting in a spherical shape. Lacecap blooms have a flat, loosely packed composition of smaller, pollen-bearing fertile florets surrounded by an outer ring of the larger showy sterile florets. They appear light and airy.

• Hydrangea paniculata

     Common name: panicle Hydrangea

• Hydrangea paniculata ‘Grandiflora’

     Common name: peegee Hydrangea

Recognized for its conical flower clusters, H. paniculata is prized for its hardiness and ability to thrive in various climates. It often undergoes color changes, starting with white and turning pink or even red as the season progresses.

• Hydrangea quercifolia

     Common name: oak-leaf Hydrangea

Named for its distinctive oak-leaf-shaped leaves, this species also offers cone-shaped inflorescences, as well as attractive foliage that turns vibrant colors in the fall.

• Hydrangea arborescens

     Common names: smooth Hydrangea, wild Hydrangea, sevenbark, hills-of-snow

Featuring large round blooms, similar to H. macrophylla, this species is valued for its hardiness and adaptability.

For gardeners, we must mention another species, Hydrangea serrata (formerly known as Hydrangea macrophylla subsp. serrata). It sports lacecap-like blooms and goes by the common names mountain Hydrangea, tea-of-heaven and sawtooth Hydrangea.

One of the most fascinating aspects of Hydrangea blooms is their ability to change color based on soil pH. Acidic soils tend to produce blue flowers while alkaline soils result in pink flowers. White varieties remain white regardless of soil pH.

Hydrangea lives up to the root of its botanical name, “hydra” (Greek for water), by requiring ample water. Some flower care experts recommend submerging cut flowers in room-temperature water for 30 to 45 minutes immediately after cutting, to prevent wilting, as well as to revive wilted blooms.

One commercial treatment solution, FloraLife® Hydrate Hydrangea, is specifically formulated to hydrate and condition Hydrangea after harvest and/or after a period of dry storage. It increases flower quality throughout the supply chain, resulting in better vase life performance at the consumer level. Floralife® Hydrate Hydrangea is explicitly formulated to enhance the flow of liquid through Hydrangea stems, to provide long-lasting hydration and prevent premature wilting.

Hydrangea Farm Story: Cultivating Color and Connection

Nestled amid the lush landscapes of La Ceja, Colombia, about 40 miles southeast of Medellín, lies Flores del Este, a haven where the vibrant hues of Hydrangea paint a picture of natural beauty at 7,200 feet above sea level. For 24 years, this farm has woven a tale of growth, passion and family bonds, emerging as a beacon of excellence in the global export of these delicate blooms.

At Flores del Este, the spectrum of colors is as diverse as the Colombian rainforest. Varieties range from pristine whites and deep blues to verdant greens and captivating purples, each untouched by chemical dyes.

“The color in most demand is white “ shares Catalina Arango, commercial director of Flores del Este. Embracing a commitment to sustainability, the farm proudly boasts Rainforest Alliance and Florverde Sustainable Flowers certifications. Today, Flores del Este is a reference company in the export of Hydrangea, producing and shipping more than 5 million stems annually.

“We currently sell our cut Hydrangea to 22 countries around the world,” Arango elaborates. “The first destination was Miami, followed by New York, Texas, Illinois and California. Now, in addition to North America, we sell to countries in Europe, the Middle East and Asia, as well as through new channels like Amazon.”

All the expertise Flores del Este possesses in Hydrangea production has been acquired through hands-on experience and trial-and-error. “When we embarked on this journey 24 years ago, there was virtually no knowledge about growing Hydrangea in Colombia,” Arango says. “It was completely uncharted territory. My brother, Andres Arango, the general manager at Flores del Este, pioneered the development of a technological package and accumulated knowledge about Hydrangea production. Years ago, Hydrangea didn’t even have a specific classification number in the flower export tariffs; they were simply categorized as ‘other flowers.’ Today, these flowers have a classification number and rank as the fifth most important product in Colombian agriculture.”

With 23 hectares (57 acres) under cultivation, Flores del Este stands as a testament to the Arango family’s unwavering perseverance and commitment to quality and consistency. However, the path to their success has not been without its challenges. The tropical climate of Colombia poses its own set of hurdles, with pests and diseases threatening the delicate balance of nature.

“Hydrangea is grown outdoors in Colombia,” Arango explains, “and the plants and their blooms are susceptible to the country’s tropical climate. Cultivation can be a challenge because, in the summer months, there may be difficulties with pests, such as mites, and ‘burns,’ and during the winter months, there can be ‘attack’ diseases like Botrytis, a pathogenic necrotrophic fungus also known as gray mold. We also suffer hail storms throughout the year. Another challenge is the labor force, with workers becoming more and more difficult to obtain because young people do not want to work in the fields,” she concludes.

Hydrangea Problems and Solutions

Courtesy of FloraLife

floralife.com/article/hydrangea-troubleshooting

Problem: Ethylene sensitivity

Solution: There are no published reports that cut Hydrangea is sensitive to ethylene; however, there are reports of prolonged exposure to ethylene causing shattering in potted Hydrangea. Be sure your cut Hydrangea is shipped with EthylBloc^™ ethylene inhibitor, and maintain cold chain during shipping to minimize potential ethylene damage.

Problem: Botrytis

Solution: Temperature fluctuations during shipping can cause condensation on sleeves, which can promote pathogen growth. Make sure your cut Hydrangea is wrapped with Floralife^® Transport Paper during shipping.

Problem: Prone to physical damage

Solution: The peduncles (stalks supporting the bracts) can be broken easily, and physical damage to the white bracts is very evident as brown lines. Therefore, Hydrangea must be harvested before the bracts (petals) are fully expanded. Make sure your cut Hydrangea bunches are not too tightly packed inside the shipping boxes and that the bunches are securely strapped inside boxes so they don’t move during shipping.

Problem: Extremely thirsty

Solution: Hydrangea loses a lot of water via transpiration from the leaves, especially at room temperatures or warmer. Hydrangea responds very well to flower nutrient solutions. Place freshly cut stems immediately into a hydration solution specifically formulated for Hydrangea, such as FloraLife^® Hydrate Hydrangea. Use a holding solution, such as FloraLife^® Express 200, in containers when storing these flowers, and then use a consumer flower nutrient solution, like Express^® Universal 300, in containers when arranging these flowers. To keep Hydrangea hydrated, it is extremely important that the cold chain be maintained throughout the distribution channels, strict cleaning protocols be adhered to. Store Hydrangea in a floral cooler at 34 F to 38 F (1 C to 3 C).

Need to Know: Hydrangea Helpful Hints

Properly Mixed Flower Nutrient Solution

• Helps bracts to fully expand (grow and open)

• Helps Hydrangea stay hydrated and helps prevent wilting

• Increases vase life

• Intensifies color

Packed with Care

• Hydrangea blooms are prone to wilting. To prevent excessive dehydration during “dry” shipment, stems are usually individually sleeved and have water bags wrapped around the stem ends.

• Hydrangea stems are typically harvested when bracts are only partially expanded, to reduce shipping volume and physical damage.

• Stems are often strapped inside shipping boxes, to prevent shifting or movement that can cause physical damage during transport.

Performance

• Flower opening speed is slow, especially when Hydrangea is stored in a floral cooler. Furthermore, even at room temperatures in storage containers and vase arrangements, it may take several days for bracts that are harvested at the correct stage to fully open.

• With proper care throughout the entire supply chain, from the farms to the flower shops, Hydrangea can provide consumers with a vase life of seven to 10 days.

• Hydrangea can be mixed with other flowers in storage buckets and arrangements without harmful effects.

• Make sure that Hydrangea stems are well hydrated before using them in designs

• Hydrangea can be arranged in floral foam, but their performance is often not as good as in vase arrangements. In either case, check the nutrient solution level often because Hydrangea consumes lots of water/solution.

• Always use a finishing spray on Hydrangea in finished designs, such as FloraLife^® Clear Crowning Glory^®, for designs with no (or a limited) source of water (e.g., hand-tied bouquets, corsages, boutonnières, headpieces, etc.), and FloraLife^® Finishing Touch, for flowers in designs with water sources. This will provide an additional layer of protection against dehydration and wilting.

• Always employ the FIFO (First In, First Out) inventory rotation method.

• Hydrangea can be held for up to one week in dry storage if kept in a floral cooler at 34 F to 38 F and if the stem ends are in water bags.

• Hydrangea generally is not fragrant.

• Natural, stem dyed or “airbrushed,” Hydrangea will perform the same.

By Nita Robertson, AIFD

It all begins with the seed. Around the world, plant breeders are working in labs and greenhouses to develop better cut flowers for florists and their customers. I’m perpetually astounded by the array of novel varieties fashioned through the application of science and technology. Countless hours of research and meticulous development are poured into this captivating endeavor.

Cut flower breeders specialize in breeding and developing new varieties of flowers as well as improving existing varieties. Their work involves a combination of scientific knowledge, creativity and practical skills, and they play a crucial role in expanding the diversity and enhancing the beauty of cut flowers, contributing to both aesthetic enjoyment and environmental sustainability.

In the selection process, breeders meticulously choose parent plants that exhibit desirable attributes such as bloom color, fragrance, size and shape; disease resistance; and suitability to specific climates, for example, drawing from existing varieties and even wild species. Employing controlled pollination techniques, they orchestrate crossbreeding to introduce fresh genetic permutations. This meticulous process necessitates meticulous planning to ensure compatibility and mitigate genetic vulnerabilities.

Upon achieving successful crosses, breeders propagate the resulting seeds or cuttings, employing methods such as grafting, cloning or tissue culture to propagate plants bearing sought-after traits. Experimental cultivation in designated plots or field trials facilitates the evaluation of new varieties across diverse conditions, assessing factors including those mentioned above as well as flower quality and durability, including post-harvest vase life; growth dynamics, including bloom and stem production per plant per month; and pest tolerance and pesticide sensitivity—among other criteria.

Through meticulous observation and analysis, breeders discern plants exhibiting the most promising traits, selectively breeding those that meet predetermined criteria while discarding those failing to meet performance benchmarks. Multiple generations of testing are conducted to ascertain the stability and consistency of desirable traits, subjecting plants to varying environmental conditions to gauge long-term performance. Once a new variety attains stability and acclaim, breeders collaborate with growers, nurseries and/or seed companies to bring it to market. This process of creating a single new variety involves thousands of man-hours over a number of years.

It’s important to understand that the lengthy and complicated process of creating new flower varieties typically has a success rate of less than 1 percent! Many trials simply do not produce flowers that are marketable in the end, and those varieties are generally discarded. However, some genetic breeding misfires and perceived failures have resulted in unusual and unintended new varieties of flowers—both colors and bloom forms—that captured the fancy of enough florists who were lucky enough to see them before they were discarded, so much so that the breeders took a gamble and continued the journey of bringing them to market. Two such examples are ‘Ivanhoe’ garden roses, with their green grass-like centers, and the similar-looking ‘Romance Crown’ series of Ranunculus.

Brilliant Breeders

DANZIGER

Founded in 1953, Danziger is today one of the world’s most innovative floriculture companies, engaged in the breeding, propagation and production of unique cut flowers and annual and perennial plants. The company is headquartered in Israel and has facilities in Kenya, Colombia and Guatemala. Its ‘Million Stars^®’ variety of Gypsophila was introduced in the late 1990s and quickly earned global recognition and awards. Among the hundreds of Danziger’s imaginative cut flower introductions are the wildly popular ‘SCOOP^®’ series of Scabiosa; ‘Green Dragon^®’ Lepidium; ‘Pagoda^™’ Caryopteris; the ‘Queen^® Cutflowers^™’ series of cut Kalanchoe; ‘TRIGREEN XL™’ Dianthus, the unique green ‘Unicorn^™’ variety and the ‘Skyler^™ Splash’ series of spray Veronica; the unusual light-cream-colored ‘Moonlight Glory^™’ variety of Solidago; ‘Enchanté^™’ Limonium; the multicolored ‘Star^™’ series of Ornithogalum; the ‘Paintball^™’ series of Pycnosorus (previously known as Craspedia), which features round and oval flower heads; and the Xlence Collection^™ of Gypsophila.

BALL SB (BALL COLOMBIA)

Ball SB is well known for its innovation in developing new varieties and breeding programs. With a cutting-edge research center located in Sesquilé, Colombia, 35 miles northeast of Bogotá, equipped with a fully operational TC (tissue culture) lab, Ball SB conducts hundreds of trials annually. Its R&D team follows a rigorous and strict process of evaluation and selection to provide and introduce new varieties and genetics to bring more color and beauty to nature. Part of the Chicago, Ill.-based Ball Horticultural Company, Ball SB distributes seeds, plugs, cuttings and TC plants in Central and South America as well as Kenya and Ethiopia, offering their own genetics and representing third parties in the region. Furthermore, Ball SB provides comprehensive marketing programs to support the growth of their clients’ businesses in consumer markets, ensuring the success from propagation to market.

SUNTORY FLOWERS/FLORIGENE FLOWERS

Suntory Flowers, which is headquartered in Tokyo, Japan, and has an R&D Center and Innovation Field in Higashiomi City, revolutionized the floriculture industry in 1987 by introducing the ‘Surfinia^®’ series of Petunia, the first trailing/hanging Petunia brand on the market. In the world of cut flowers, Suntory is known for synthesizing delphinidin, the blue pigment in most blue flowers, thereby creating the unique blue-violet series of Florigene® Mooncarnations and the Suntory ‘Blue Rose Applause^®’. Most recently, in the fall of 2023, Suntory introduced BluOcean^® Chrysanthemum, a series of five unique purple/violet-blue decorative-flowered spray mums.

The development of BluOcean^® Chrysanthemum was a years-long collaboration between Suntory Flowers and the Japan-based National Agriculture and Food Research Organization (NARO). The two organizations started applying Suntory’s know-how of creating “blue” carnations and roses via genetic modification to Chrysanthemum flowers in 2016, but because it is a genetically modified crop, the process of obtaining permits and approvals, etc., took time—longer than expected—and it was not able to be introduced to the market until late last year.

PLANTEC (PLANTAS TÉCNICAS PLANTEC)

Based in Ecuador (Quito) for more than 33 years, Plantec was the first to introduce rose varieties in that region. Historically, growers would travel to countries such as Germany, Holland, France and Australia to see new rose varieties, order the plants, and then wait—sometimes up to a year for the plants to make their way to Ecuador. Many challenges arose from this old system, the biggest of which was that rose plants change dramatically—including color—when grown in different light and climate conditions.

“For example, I have seen a wonderful, brilliant productive yellow rose in Europe turn into what can only be described as ‘orange looking cacti’ when grown in Ecuador,” shares Aviram Krell, new product manager at Plantec. “This variability and inconsistency made planting new varieties incredibly risky for Latin American growers. Plantec changed this mindset and began growing the new varieties in its Plantec Showroom and Flores Verdes Showroom [in Cayambe, Ecuador], which are actually greenhouses dedicated to showcasing how upcoming commercial varieties grow in Ecuador.”

Plantec’s 2024 collection promises to be one of the most exciting yet, featuring innovative varieties such as ‘Shocking Blue®’, a deep lavender-blue rose, and ‘Silver Sand’, a fragrant fully blooming sand-colored rose ideal for weddings and other events.

Krell explains that Plantec’s testing program is a five-to-seven-year process and that any new hybrids that are not significantly better than current commercial varieties are discarded. “This is a heavy-handed process, but it’s a common and necessary practice,” he explains. “To give you an idea of the success rate we work with, more than 99.99 percent of all new varieties we review do not make the cut.”

Determining what growers want poses a significant challenge, particularly with rose varieties. “For some markets, roses with 50 to 60 cm [20 to 24 inches] stem lengths and average bud sizes excel while others demand stems of 80 cm [30 inches] with buds measuring 6.0 to 6.5 cm [approximately 2.5 inches],” Krell explains. “How do we accommodate these diverse needs? With each variety, we collect continual feedback from rose farms, flower buyers and floral designers who visit our facilities. This input enriches our selection process, enabling customization for different markets within the rose industry, which ensures a variety of options tailored to each segment.”

SELECTA ONE (SELECTA CUT FLOWERS)

Headquartered in Stuttgart, Germany, Selecta One is another leading breeding and propagation company. A major goal for Selecta is the creation of new colors, flower shapes and plant features. Although the focus differs slightly in all cut flower crops, flower quality is determined mainly by the lasting quality during storage, transport and trading, as well as by vase life at the consumer level. At Selecta’s new biotechnology lab and facilities for professional vase-life testing, the company conducts research aimed at developing molecular markers that are linked to flower longevity.

As you can see, cut flower breeding is a multifaceted endeavor that blends science, art and commerce. Through dedication, innovation and collaboration, breeders continue to push the boundaries of floral diversity, continually enriching our lives with an ever-expanding kaleidoscope of flower colors and forms.

By Jill Brooke

When thinking about bucket-list flower experiences, some obvious choices come to mind. However, there are others that are worth considering because the flowers are spectacular as are the settings.

Considering that the RHS Chelsea Flower Show (May 21-25, rhs.org.uk/shows-events) in London, England requires coveted tickets to attend—and gets sold out quickly—anyone could enjoy the tangential Chelsea in Bloom (chelseainbloom.co.uk) and Belgravia in Bloom (belgravialdn.com/belgravia-in-bloom). More than 80 stores, restaurants and hotels participate in creating London’s largest free flower festival right near the Chelsea Flower Show that includes Sloane Street, Pavilion Road, Duke of York Square and King’s Road.

Honestly, booking a trip to London in May and being immersed in such creativity is worth the trip. Whenever I am asked, this is the first go-to I share. Furthermore, each locale routinely hires the best florists in London including Ricky Paul, Larry Walshe, Phillip Corps, Rob Van Helden and Amanda Willgrave, among others. Installations surpass $25,000 in flowers each, and it really is a floral wonderland.

In the Netherlands, people pant over Keukenhof, (keukenhof.nl/en), the world’s largest flower garden, which has more than 7 million flowers covering 79 acres and attracts hundreds of thousands of visitors every year. The Keukenhof Tulip Gardens are open from March 21 through May 12, as part of the Tulip Festival Amsterdam (tulipfestivalamsterdam.com).

Also part of Tulip Festival Amsterdam is the Bloemencorso Bollenstreek (“bloemencorso,” meaning flower parade), which travels from Noordwijk to Haarlem (April 20, tulipfestivalamsterdam.com/flower-parade). This parade is also known as the Keukenhof Holland Flower Parade because many visitors watch it from a grandstand in front of the main entrance of Keukenhof.

However, maybe you want to also visit a flower festival that is not as commercial. There is a second flower season in the Netherlands, when the Holland Dahlia Event begins (mid-August through the end of September, hollanddahliaevent.com). This event began in the 1930s and began to draw crowds after World War II, when the country was recovering from the deprivations of the war and Nazi occupation. Throughout the six-week period, there are multiple flower parades, with the mega-parade in Zundert (Sept. 1-2, corsozundert.nl/en)—all through the long Dahlia flowering season. And the favorite son of Zundert is, of course, Vincent van Gogh.

Each year, 20 teams of volunteers from local municipalities in North Brabant, a province in the south of the Netherlands, spend months planning their floats and planting their Dahlia. The colors of the plants, obviously, have to be carefully allotted. It can take thousands of flowers to make just one float, and the flowers have to be freshly picked on the Thursday night before the parade, which takes place the first Sunday in September. A note about North Brabant. It is nowhere near Amsterdam, about 80 miles south. In fact, it’s closer to Antwerp, Belgium, only 28 miles. But the Zundert flower parade is indeed an experience off the beaten track. And definitely more exotic than the annual New Year’s Day Rose Bowl parade in California.

Dubai, U.A.E., has spent decades now trying to be a mecca for over-the-top extravaganzas. Like the Epcot International Flower & Garden Festival (disneyworld.disney.go.com/destinations/epcot), which starts Feb. 28, in Orlando, Fla., and features astounding floral and horticultural installations and topiaries of popular Disney characters, the Dubai Miracle Garden (dubaimiraclegarden.com) has similar eye-popping installations. It is also equally family friendly.

From October through April, the Dubai Miracle Garden showcases more than 150 million natural flowers and plants from more than 120 flower types, some of which are rare and not cultivated anywhere else but in the Persian Gulf region. It’s a fantasy flower festival that is worthy of a bucket-list visit, if this is a region you want to visit. When you have 72,000 square meters (775,000 square feet) to play with, installations are sometimes a “Smurfs Village,” featuring a forest of life-size mushroom houses, all inspired by acclaimed animated film and television franchise.

Considering that tulips originated in Turkey as early as AD 1000, it’s not surprising that there is a major tulip festival here. The Istanbul Lale Festivali (Istanbul Tulip Festival) opens in April and continues into May, to rapturous local fanfare. The whole city becomes a botanical garden of millions of tulips wherever this is open space. But for a real tulip treat, it is imperative to head to Emirgan Park, which is one of the largest public parks in Istanbul and has several tulip gardens. The köşk mansions within the park host traditional craft demonstrations such as paper marbling, calligraphy, glass blowing and painting. Musical performances are dotted around outside, on pop-up stages.

Sultanahmet Square, alongside the Blue Mosque, is also popular. In previous years, it’s been planted in a huge carpet design and has been the world-record-breaking largest-ever “tulip carpet,” proving extremely popular. There’s also Çamlıca Hill, on the Asian (Anatolian) Side of Istanbul. It’s described as “… a bit off the beaten track and rarely touristy … [and] has views from the Asian Side across to the Old City. If you don’t mind a bit of a climb, the thousands of tulips on the way up and the view from the top make it an enjoyable adventure.”

Speaking of tulips, there are also a few festivals in North America worth exploring. Tulip Time (May 4-12, tuliptime.com) in Holland, Mich., is the largest tulip festival in the United States. There are three major attractions to discover: Windmill Island Gardens, Nelis’ Dutch Village and Veldheer Tulip Gardens. Nearly 6 million tulips are planted in city parks, at public attractions and along the streets.

There are three parades during the festival: Volksparade (People’s Parade), Kinderparade (Children’s Parade) and Muziekparade (Music Parade). As travel writer Clive Branson explains, Tulip Time “has been going strong for 92 years, with a rich Dutch history dating back to its settlement in 1847 by Dutch Calvinist separatists escaping the dire conditions in the Netherlands. In 1950, Vern Veldheer started a hobby farm with a meager 100 red tulips and 300 white tulips. Today, Veldheers plants more than 4 million tulips.”

More than 1 million visitors mark their calendars for this event, to be enthralled and mesmerized by the profusion of tulips, activities and natural wonders. There’s also a replica of an 1800s Dutch village and living museum with a 250-year-old working windmill. It’s as though you are in the Netherlands without leaving the U.S.

Also not to be missed is the famous Skagit Valley Tulip Festival (April 1-30, tulipfestival.org) in Mount Vernon, Wash. More tulip and daffodil bulbs are produced in the Skagit Valley than in any other county in the U.S. Three distinct tulip gardens are RoozenGaarde, Tulip Town and Garden Rosalyn. Other local farmers also have events to keep people busy and awestruck by the ribbons of flowers that dot the landscape as far as the eyes can see, so this event isn’t as centralized as some and requires some navigation to see all the farms. Booking places to stay is also a bit of a challenge and must be done early. However, against the backdrop of mountains, it is a beautiful site to enjoy.

Among the many events at the Canadian Tulip Festival (May 10-20, tulipfestival.ca), held in Ottawa’s Commissioners Park, are walking tours, Tulip Festival markets and “Tulips at Night,” a multisensory series of nighttime events. This event was established in 1953 to celebrate the gift of tulips from the Dutch to Canadians following World War II as a symbol of international friendship and honoring the role of Canadian troops in the liberation of the Netherlands and Europe. It also commemorates the birth of Dutch Princess Margriet in Ottawa in 1943—the only royal personage ever born in Canada.

Maybe you want to visit South America, which is one of the largest producers of the most gorgeous flowers in the world. Feria de las Flores (Flowers Festival) is held in Medellín, Colombia in late July or early August every year (colombia.travel/en/medellin). The highlight of the festival is the traditional Silleteros Parade, where men carry heavy wood “saddles” on their backs that are decorated with hundreds of colorful flowers. The parade marks the period of slavery in Colombia when peasants were required to carry nobles on carriers on their backs up and down the steep paths in the surrounding hills. Forget Rio. This parade is a spectacle with food, drinks and floral creativity that dazzles. Furthermore, any visitor will be immersed in the beauty of Colombian heritage and folklore. The festival also offers more than 150 various events including flower exhibitions and competitions, folklore shows, live concerts and more.

Want to go down under, to Australia? Floriade (Sept. 14-Oct. 13, floriadeaustralia.com) is a spring flower festival featuring extensive displays of more than 1 million flowering bulbs along with integrated sculptures and other artistic features. This event is held in Canberra’s Commonwealth Park, on the shores of Lake Burley Griffin.

Vietnam also has a special festival which runs biennially. The Da Lat Flower Festival takes place this November and December. The city of Da Lat is full of parades and profusions of flowers, and the festival reaches to other localities in the Lam Dong province. The main stage is on the water in Xuan Huong Lake and Lam Vien Square.

As far as France, home to lavender fields that inspired Impressionist artists, the Festival of Flowers is one of the most-loved events in the Nice Carnival calendar (Feb. 17-March 3, nicecarnaval.com/en). In 1923, Henri Matisse even painted the event. One main event, the Flower Parade, around the Jardin Albert 1er park, features floats decorated with fresh flowers, surrounded and preceded by street performers. On the floats, costumed actresses shower the public with nearly 100,000 stems of flowers, and the “flower battle” to catch the flowers ensues. Eighty percent of the flowers used are produced locally since flowers are revered in this region.

Last but not least, a bucket list can’t be complete without mentioning Japan. It is a country that has deep roots in flower arranging, cultivation and philosophy. There’s even a word to describe the experience. Hanami is the tradition of focused flower viewing, and it commonly refers to custom of viewing cherry blossoms when they are in full bloom. It’s a centuries-old practice that as someone described it is less about the act of seeing and more about reflection and the celebration of life’s fleeting nature. After all, this is the country that embraces ikebana. To Japanese people, flower arranging is spiritual and represents the cycles of life, death and rebirth.

Yes, there are wonderful cherry blossom festivals—especially since the country gave the U.S. it’s cherry trees. The Kawazu Cherry Blossom Festival, which is spread over the towns of Kawazu to Mine Onsen, with the focus being the banks of the Kawazu River, typically runs from February through early March (Kawazu cherry trees bloom a month earlier than most others).

You can view the full splendor of the more than 3,000 cherry trees, of 12 varieties, that the People of Japan gifted in friendship to the People of the United States in 1912 at Washington, D.C.’s annual National Cherry Blossom Festival (March 20-April 14 this year, nationalcherryblossomfestival.org). One highlights of the festival is the National Cherry Blossom Festival Parade, on Constitution Avenue NW, between 7th and 17th Streets, on April 13.

For more cherry blossom action, there’s Macon, Georgia’s International Cherry Blossom Festival (March 15-24, cherryblossom.com), which features more than 350,000 ‘Yoshino’ cherry trees blooming in all their glory, as well as a dozen or so events, including the Cherry Blossom Festival Parade, comprising floats, marching bands and more on March 17.

We cannot slight apple trees, for there are at least two visit-worthy celebrations of their blooms. First, in the Pacific Northwest, there is the Washington State Apple Blossom Festival (April 25-May 5, appleblossom.org) in Wenatchee, Wash. The 105th Stemilt Grand Parade, on May 4, with colorful floats, is an event to not miss, as well as are the carnival, food fair, beer garden, medieval fair, multiple markets and a stage musical.

Across the country is the Shenandoah Apple Blossom Festival, in Winchester, Va. (April 26-May 5; thebloom.com), which offers more than 40 events over the 10-day fest.

But other flowers are worth mentioning for their festivals. In Yamanashi, Japan, there is the Akeno Sunflower Festival, this year from Aug. 24 to Sept. 1. Visitors can experience not only 1.5 million sunflowers but also an on-site maze, which delights the little ones. The site is both picturesque and memorable.

In the U.S., there are myriad celebrations of other flowers—the granddaddy of all probably being Oregon’s Portland Rose Festival (May 24-June 9, rosefestival.org). The 17-day celebration offers many events and programs, including charity benefits and three parades, the most epic of which is Grand Floral Parade on June 8.

Other flower celebrations in the U.S. that are worthy of your consideration include the following:

So, fellow flower lovers, start dreaming about these flower trips. They will be on your life’s highlight reel and worth both the expense and the experience.

EVEN MORE BUCKET-LIST FLOWER & GARDEN SHOWS, EXHIBITIONS, FESTIVALS AND TOURS

(in order by date)

Research Coordinator at the American Floral Endowment (AFE)

Professor Emeritus of Floriculture at the University of Florida

Americans celebrate Valentine’s Day with gifts of flowers, candy, cards and more, creating the largest retail sales day of the year for florists. In 2023, customers spent an estimated $2.5 billion on flowers for Valentine’s Day. Roses accounted for about 84 percent of those sales, with red roses being chosen most often—69 percent of rose purchases.

Delivering high quality roses—those that open fully and last seven or more days—will lead to satisfied customers who will return again and again to your business throughout the year. Because roses are the most popular flower gifts on Valentine’s Day, it is especially important to focus on proper care and handling practices tailored to these flowers.

Every retail florist can deliver high quality roses by following this a simple checklist.

1. Buy Properly Treated, Shipped and Handled Roses

Proper care for roses following harvest is vital for flowers to achieve the best performance and longevity. Ask your growers/suppliers these questions:

• Were roses dipped for Botrytis control following harvest? Research sponsored by AFE, the American Floral Endowment, has identified new dipping solutions, including calcium chloride, for Botrytis control (endowment.org/botrytis).

• Are roses hydrated with a commercial hydration solution following harvest and grading?

• Have roses been treated with an anti-ethylene product? Many rose varieties are ethylene sensitive.

• Were roses precooled or vacuum cooled to 35 F and maintained in a 35 F cooler until boxed?

• Were leaves, flowers and stems free from water prior to boxing?

2. Receive and Process Roses Correctly

Roses need to recover from long shipments from the growers and transport on planes, ships and trucks. Here are some guidelines for processing.

• Don’t delay processing. Unbox the flowers upon arrival and process them promptly. If, for some reason, it is not possible to process the flowers at the time of arrival, place the flower boxes in a 35 F cooler.

• Inspect flowers for diseases and insects.

• Remove plastic sleeves so the rose blooms do not remain in moisture-retaining plastic sleeves.

• Remove leaves and petioles that will be underwater in storage containers. Removal of leaves by hand will be less damaging to the rose stems.

• Remove 1½ to 2 inches of each stem with a clean, sharp knife or flower snips with bypass cutting blades.

• Be sure all stems are cut. Uncut stems cannot absorb enough water needed by the flower to open fully. Current research suggests that underwater stem cutters should not be used.

• Place flowers with freshly cut stems into clean, sanitized storage containers with properly mixed rose-specific flower food solution made with cold water.

• Do not reuse flower food solutions unless recommended by the manufacturer.

• Place processed flowers into a 35 F cooler promptly, and keep them there until design time. Then, immediately place completed arrangements back into a 35 F cooler until delivery time. NOTE: In cold regions, appropriately and adequately wrap rose arrangements to protect them from outdoor temperatures of 32 F or lower, and in warmer climates, deliver rose arrangements in a cool vehicle.

3. Keep Design Areas and Coolers Clean

Don’t overlook sanitation in your care and handling practices. Leaves, stems and other plant debris may contain Botrytis spores.

• Remove plant debris from floors and design tables several times daily.

• Vigorous sweeping may release spores into the air. Consider using a wet/dry vacuum for removal of leaves and petals from the design room and cooler.

• Wipe off design tables with an anti-microbial cleaning solution several times daily.

• Mop floors, including the cooler, with an anti-microbial cleaning solution at the end of each day

4. Provide Care Instructions and Flower Food for Recipients and Customers

• Include flower food packets with each rose arrangement and bouquet sold—as many as required to enable recipients to refill and/or change the vase solution every other day or so.

• Include care instructions with each arrangement and bouquet sold.

The American Floral Endowment (AFE) is the trusted source and catalyst for floriculture advancement through funding innovative research, scholarships, internships and educational grants that best serve the dynamic needs and demographics of all industry sectors. Learn more at endowment.org.

By Jill Brooke

At New York Design Center’s recent home furnishings trade show, the Baker | McGuire showroom had distinctive flower arrangements placed throughout. These weren’t vases filled with a variety of flowers; instead, each vase featured one specific flower type and color. In one vase, there was a bunch of velvety white callas. In another, next to a book by garden designer Barbara Barry, were Barbie-pink Ranunculus. For intrigue, Paul Stankiewicz also filled one vase with olive branches and another with a sprouted coconut.

“When you have one flower choice, it allows the individual flower to become a star,” explains Stankiewicz, who creates flower arrangements for the North Carolina-based furniture company,

He is not alone in seeking singular special flowers. At the Kips Bay Decorator Show House, interior designers Clive Lonstein and Kesha Franklin sought out curving Allium to put in individual vases. Franklin also used dyed yellow ferns in a white vase to complement the yellow-hued wallpaper. The designers at Design Studio 15 used Allium mixed with draping Amaranthus in a tall vase for the bathroom they designed.

Victoria Hagan, dubbed “the environmental equivalent Katherine Hepburn” by Architectural Digest magazine for her New American Classic interiors, often uses one flower type in her interiors. “It’s modern but beautiful,” she notes.

Part of the reason for the focus on a singular type of flower is that the public is more educated since the pandemic. Studies show that 20 million more people are now gardeners. Because of the beauty of flowers, the consumer public is also following favorite florists on Instagram.

They are also buying books that showcase individual flower types, such as Flower Color Guide by Michael and Taylor (née Darroch) Putnam. The Encyclopedia of Cut Flowers, a new book by Calvert Crary, executive director of FlowerSchool New York and FlowerSchool Los Angeles, which also speaks to this trend, is scheduled for release on Oct. 10.

“One of the things that makes being a florist and flower lover so exciting is the opportunity to learn about new and unusual varieties,” Crary explains. “Everyone starts with the rose, and then the carnation and then finds a whole world of beautiful cut flowers that are available to pursue. It’s an exciting journey, and each year, there are new ones.”

Because of consumer interest—and knowledge—many florists now are lining their stores with buckets of individual flowers to sell. WildFig Floral in Katonah, N.Y., has found that people will pay premium prices for special blooms. “We find that customers will especially buy off-season blooms, such as peonies, Ranunculus or Anemone,” says owner Nichole Wilder. Furthermore, even for in-season flowers, she will put the effort into finding distinctive types and varieties of flowers, such as an intricate Dahlia.

“Monochromatic—or ‘monoflorific,’ as I call it,—is trending in home décor flowers for a number of reasons,” observes Dawn Weissman, owner of Tularosa Flowers & Farm in Fallbrook, Calif. “It highlights the beauty and seasonality of one particular type of flower. Some flowers that look great are Dahlia, lilacs, lilies and peonies but also greens or branches cut from the backyard.” Weissman is also seeing this trend in bridal bouquets. The singular-sensation flower gets attention—and even groupings of just one color.

Using just one type of flower also allows a focus to be on the container. Designers say that many consumers are looking at vases as sculptural art. Arranging one type of flower in these vases showcases not only the flower type but also the vase. The glass vase is now feeling ordinary.

Vessels such as the “Impactite Vase” by Jean-Louis Deniot that was filled with white callas at the Baker | McGuire showroom become a sales opportunity. Therefore, some flower retailers are finding success by offering more interesting vases to complement flower designs. One idea is to put the same flower type in several different art vases a store is selling to give consumers decorating ideas. Another is to ask clients to share some of their heirloom vases, and offer to find special blooms for those containers.

This trend is not only for home interiors. Alexa Howe, CFD, owner of Lilly and Iris Studio in Midvale, Utah, notes that this theme can be applied to any party. “I love when contrasting monobotanical arrangements get styled next to each other. It brings a sophisticated artistic flair to a space and allows each arrangement to shine.”

The idea of one bloom type as high design can be traced back to fashion designer Halston in the 1970s. In fact, when funds were tight during his early days, his assistant would tell him to cut down on orchids to save money for the firm. He dismissively replied, “No, that would be impossible.” Why? Because the orchids were “part of my process.” As he was honing the minimalist style that would make him world famous, the orchids centered him.

“Orchids were all over his place, both at home and in the office,” says Halston biographer Steven Gaines. “Back then, orchids were really expensive and not plentiful. Only the rich could afford them.”

As The Cut reported, Halston would spend more than $100,000 a year for these rare, prized flowers. Halston would get his orchids from floral designer Renny Reynolds, at his venerable New York City-based flower and event design company Renny & Reed. Reynolds told Vogue magazine that the designer had a “burgundy Gae Aulenti table that he would pile up with white Phalaenopsis orchids.”

The flair that Halston used to place potted orchids throughout his lavish Upper East Side townhouse—now owned by Tom Ford—inspired a trend that exists today, with many contemporary homes having large orchids scattered on hallway consoles and living-room cocktail tables.

But with orchids being so popularized now, many consumers are seeking more novel flowers. Florists can take advantage of this trend by sourcing unusual and distinctive blooms for their stores. Furthermore, bud vases are also immensely popular, especially among younger consumers, which opens additional opportunities for the sales and promotion of individual flowers.

“The monochromatic vibe is very popular in design right now and will continue to be,” observes Beth Kushnick, a renowned interior designer with a celebrity clientele and a Hollywood set decorator well known for her work on movies and TV shows, most notably, perhaps, The Good Wife and its spin-off, The Good Fight. “When I hire someone to do flowers, it is not only the arrangement I’m interested in but the unusual flowers in them,” she emphasizes.

For the upcoming Valentine’s Day, which, in 2024, will be on a Wednesday, we want to help inspire you to develop artistic unique designs that appeal to your customer base while giving that wow factor. For Florists’ Reviews 2023 Valentine’s Day Contest floral designers from around the globe submitted Valentine’s Day designs to help inspire is for the upcoming holiday of love.

The winning designers have their work featured in our December issue, and the overall winner will receive a Florist Spotlight feature in an upcoming issue of Florists’ Review.

WINNER

Annie Hull

Ash + Lily Floral Design

Trukee, California

ashandlily.com

@ashandlilyfloral

“Valentine’s Day holds a special place in my heart as it was my first introduction to the craziness that florists experience at certain times of the year. Organization is key, as is time management and I feel like I finally have a grasp on how to run during these exceptional moments.” shared Annie.

Honorable Mentions

“I have grown into a “floral translator” on behalf of my clients. I love using flowers to create non-verbal expressions of emotions!” explained Ursula.

“I am a creative with over 40 years of experience in floral art. I am passionate about flowers, foliages and unique designs. I’m always looking at new ways to use the unusual.” expressed Brenda.

Debra is a Floral Designer and Floristry Educator based in Tropical North Qld, Australia. She has a passion for wild and romantic blooms and loves experimenting with different products that she finds on her property.

“I’m a farm-based studio florist in south coast British Columbia, Canada. I grow and forage most to all of the flowers that I work with. I love the challenge of creating within the bounds of seasonal limitations, and I enjoy finding and working with natural foraged materials from my farm and surrounding areas.” shared Marie.

Marketing Tips for Valentine’s Day

Social Media: Prepare your content, and have it scheduled and ready to go before you get too busy.

Early Ordering/Early Delivery: Encourage your regular customers to order early! Maybe offer free delivery or a free add-on as an incentive for orders placed for delivery on or before the 12th, for example.

Email Marketing: Email your customers to present your Valentine’s Day offerings and to remind them to order early. Get them to think about your shop before they start searching for other gift ideas online.

Google Ads: Boost your budget for February to increase exposure for your shop in internet search results (ads.google.com).

Multicolored Roses: Red roses are a Valentine’s Day staple because they symbolize romance and love, but promote other colors of roses—perhaps as one of your shop’s holiday specials—which are often cheaper than red, leaving you a bigger profit margin.

“Designer’s Choice”: Create and promote “Designer’s Choice” arrangements that feature beautiful but nontraditional Valentine’s Day flowers and color combinations, to help you navigate your fresh floral supply and avoid substitutions.

Fun Facts

• Long before it become a commercial celebration of romance and love, Valentine’s Day, also called Saint Valentine’s Day or the Feast of Saint Valentine, was as a religious celebration—a Christian feast day established by the Catholic Church to honor one or two early Christian martyrs named Saint Valentine. One of the martyrdom stories is an account of the imprisonment of a Roman priest named Valentinus, known today as St. Valentine, for ministering to Christians persecuted under the Roman Empire in the third century.

• February 14 was officially recognized as a secular holiday, Saint Valentine’s Day, by England’s love-struck King Henry VIII in 1537, and the composing and sending of rhyming love letters and amorous verses on that date became customary as a result.

• The tradition of giving flowers on Valentine’s Day dates back to the 17th century, when Sweden’s King Charles XI introduced the “Persian language of flowers” tradition to Europe by sending the first Valentine’s Day bouquet, with each flower conveying a specific meaning.

• The first heart-shaped box of chocolates was introduced in 1861 by English chocolatier Richard Cadbury.

• Nearly 6 million couples worldwide get engaged on Valentine’s Day.

• Americans send 145 million Valentine’s Day cards each year.

• Furry friends need love, too! In fact, around 27.6 million American households purchased Valentine’s Day gifts for their pet dogs in 2020, and more than 17.1 million picked up gifts for their pet cats.

By Jill Brooke

It is no secret that people entertain at home more during the Thanksgiving, Hanukkah and Christmas holidays. This becomes an opportunity for florists to customize experiences for their clients, particularly with spectacular tablescapes. As we’ve previously recommended, florists should promote at-home visits with clients, to see their design elements and offer ways to create holiday magic and memories.

In Salem, N.H., Bert Ford, AIFD, CFD, PFCI, owner of Ford Flower Co., recommends having a set price for at-home visits. This way you can sift who will have the budget for your creativity and services. When friends and family of clients ooh and ahh over your floral artistry, those customers-turned-fans will routinely want that same validation again and become loyal clients.

After all, professional floral designers have the magic spell and talent to create what at-home arrangers rarely can attain. Plus, florists have the ability to buy flowers and vases that the average consumer cannot. This leads us to the next imperative: Promote what you can do that others cannot. Make sure, though, that you have the capacity, in terms of staff, space and time, to handle home decorating because many clients will want holiday décor installed in a compressed period of time.

Because people like to see visuals to anticipate their holiday décor, we have gathered some beautiful examples of holiday tablescapes designed by florists around the country. Present multiple options to clients, in varying styles and sensibilities, to assist them in envisioning all the possibilities for creating holiday cheer.

For a contemporary approach to Thanksgiving table décor, consider wrapping the exteriors of vases and other containers with stalks of asparagus. Add orchids or succulents for a dramatic effect. For a more traditional yet still modern aesthetic, establish a color palette around white, green and gray-green pumpkins and gourds.

For December holiday entertaining, Hypericum berries are now available in virtually every color in the spectrum other than blues and violets. And winterberries (Ilex verticillata) are now available in a range of hues from orange to golden yellow, in addition to the traditional bright red. They can be added to an arrangement enhancing the end result like flavoring a treasured dish with thyme or rosemary.

Although we love Santa’s cherry-red attire, the color isn’t great for every holiday table. If red clashes with a client’s dining room, it can pose a problem. Furthermore, millennials are veering toward modern design that consists of a sea of neutrals. This is why many forward-thinking floral designers are creating centerpieces that include luscious white flowers, like lilies and Lisianthus, and other options such as garnet Hydrangea or lilac Alstroemeria.

The point of all this is encourage you to be creative in your thinking when it comes to holiday décor and to imagine what’s possible beyond the traditional and same-old, same-old. And doing that requires studying trends and researching all the new and trending products that are constantly coming to our marketplace.

Another bonus of this thinking is that multiculturalism is becoming more prevalent and pervasive. For those who celebrate Hanukkah, blue hues, such as with hyacinths, Delphinium and, even, peacock feathers are de rigueur. For those who celebrate Kwanzaa, the traditional colors are black, red and green. From Mexico to India, for the November celebrations of Day of the Dead and Diwali, orange flowers, including marigolds, Asiatic lilies and even parrot tulips, fill the bill.

Part of the fun of holiday décor is maintaining traditions and then offering a surprise, to add excitement. For example, “People still love ‘rustic’ for holidays,” says Theresa Colucci, AIFD, CFD, AAF, PFCI, owner of Meadowscent in Gardiner, N.Y. “But we’re finding that white flowers, as well as ombré and burgundy-colored flowers, are more in demand now for holiday centerpieces and door wreaths.”

Also, most clients will want different décor for both Thanksgiving and Christmas. I, for one, change my kitchen and dining-room décor with each season and holiday. Doing so creates a variety of festive feelings in my home. Once clients discover the beauty of professionally designed décor for the fall and winter holidays and then experience all the positive feedback they will, no doubt, receive—not to mention the convenience of having you do it all for them—they will come back every year for more.

By Jill Brooke

The custom of putting welcoming wreaths on doors dates back to the 16th century. Northern and Eastern Europeans ushered in the Germanic tradition of decorating holiday trees and making door wreaths. When Britain’s Queen Victoria married Germany’s Prince Albert in 1840, the German traditions of Christmas trees and wreaths became uber popular in England and then spread to the United States and elsewhere.

As florist and author Laura Dowling explains, people were very resourceful and used the leftover branches of trees to weave and mold into wreaths. “Today, wreaths provide wonderful ways to be creative and personalize a family’s story,” says Dowling, who also served as the Chief Floral Designer at the White House from 2009 to 2015, where she managed flowers and decorations for both official and private events and occasions, including state dinners, receptions, parties and holidays.

The award-winning florist and designer, known for her signature French garden-style flower arrangements, is also the author of Wreaths, which is why we asked her to share some tips for creating spectacular wreaths. “The key for me is to expand wreath design beyond the predictable by using unexpected materials, fresh combinations and modern color palettes,” she says. “I also like to switch up my wreath displays throughout the season. Wreaths are fun and festive—the jewelry on a house—and should be used in the spirit of celebration and symbolic expression to achieve maximum potential and effect.”

Five Spectacular Wreaths for Holiday Festivities

As we know, not everything must be Santa Claus red to be fabulous!

Virginia Hunt Country

“A traditional wreath of cranberries ringed in boxwood, centered with a pine-cone deer medallion, conjures a cozy Christmas scene in the Virginia countryside. I love how a wreath sets the tone for holiday décor and can establish a sense of place, evoke nostalgic memories and create a sense of whimsy.”

DESIGN TIP: Purchase a papier-mâché deer medallion at a craft store, and cover the surface with pine-cone scales (using hot glue) in a fish-scale pattern to create this fun yet classic design.

Photo by Laura Dowling

Oranges and Orchids

“Capture the inspiration of a tropical getaway with a citrus-themed wreath punctuated with fresh orchids. I like using unexpected materials and vivid color combinations in my holiday designs so that they stand out in the crowd.”

DESIGN TIP: Pierce three oranges with a length of straight wire, place them on the surface of a wreath form, twist the wire around the backside of the wreath form to secure. Continue adding the oranges in rows, to create a well-balanced and long-lasting design. Tuck individual orchid blooms in small water tubes in and around the fruit.

Photo by Kevin Allen

Green Apples and Hellebores

“Green apples are a symbol of something new, fresh and positive, so they are a perfect choice for a holiday wreath design. Paired with seasonal green flowers, such as hellebores, and variegated foliage, the effect is both timeless and chic in a modern monochromatic scheme.”

DESIGN TIP: Spray the wreath with a mixture of hot sauce and water to keep vermin and critters at bay. You can also spray the wreath lightly with acrylic floor wax to create a festive sheen.

Photo by Kevin Allen

Purple Potatoes and Heather

“Potatoes may be a surprising choice for a holiday wreath design, but they have wonderful attributes: They are long-lasting and withstand weather extremes; they mix well with other materials; and they can be used as is or gilded with a touch of gold or silver spray paint. This wreath of purple potatoes [a.k.a. blue potatoes], crab apples, and Nandina berries and foliage is one of my all-time favorites. The sprigs of heather add a fresh seasonal touch with a hint of Scottish flair.”

TIP: Use miniature potatoes to create a more delicate effect and a balanced, lighter-weight presentation.

Photo by Kevin Allen

Christmas Tidings

“A bountiful wreath of fresh fruit and seasonal greens creates a warm and inviting welcome—and also provides the basis for a colorful fruit-and-flowers holiday theme. My decorations this year will feature a mix of fresh fruit, vintage beaded fruit ornaments, and classic Magnolia and evergreen garlands, along with gilded pine cones and nut topiaries.”

TIP: The key is to decorate in layers with the long-lasting elements (e.g., evergreens, pine cones and nuts), forming the basis for the overall design while the fresh items add lightness and finesse. By using beaded (or faux) fruit as a component of the design, you can create the overall effect of a fresh fruit display that has the advantage of being very long-lasting.

Photo by Erik Kvalsvik