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LUME 211 UMBER 05 rists’ review Y 20 FLORIST SPOTLIGHT 10 BART HASSAM: RESPECTING THE FLOWER INSTAGRAMMER 14 JODY MCLEOD, AIFD, NCCPF ON THE LEVEL WITH NEVILLE 16 IT’S OK TO BE A LITTLE DIFFERENT BUSINESS 18 SUCCESS THROUGH SELF-LEARNING 19 STUDIO VERSES SHOP – OR HYBRID? TECHNIQUE 24 BRANCHING OUT – GARDEN ROSE STYLE 26 RINGS FOR FLOWER GIRLS 28 SPRING BULB GARDEN (WITH A TWIST) 30 BOTANICAL WALL ART 32 TECHNIQUE MATERIALS LIST EVENTS 57 CALENDAR OF EVENTS 59 CLASSIFIED ADVERTISING 61 ADVERTISERS INDEX / PRODUCT SOURCE GUIDE CREATIVITY 62 ADAM HAVRILLA, AIFD, PFCI, ICPF 34 Big City Blooms Crazy traffic, celebrity clientele, cutting-edge design; it’s just another day in the life of these NYC florists. 42 Doing Business in the Big Apple An insider’s glimpse at what it’s like to be a florist in New York City, and survival tips for florists doing business there. 42 20 Guiding Wedding Clients Through Flower Selection Tips for selling bridal flowers that will maximize customers’satisfaction and your flexibility and profits. 48 Slow Flowers Journal Taylor Patterson, Fox Fodder Farm; Emily Thompson, Emily Thompson Flowers; David Beahm, Thistle Dew Farm And don’t miss this ... 20 FLORISTS' REVIEW | MAY 2020 New York City DISCOVERING FLOWER BUSINESS DIVERSITY IN THE BIG APPLESo Progressive offers commercial auto and business insurance that makes protecting yours no big deal. Local Agent | ProgressiveCommercial.com Small business is no small task .08 Cover Price U.S. Subscriptions Canada Subscriptions Other Foreign Subscriptions Digital Editions President and Publisher Editorial Director Art Director Assignment Editor Contributing Editor Contributing Writers Travis Rigby David Coake Kathleen Dillinger Julia Marie P. Schmitt, AIFD, EMC, PFCI, ICPF Debra Prinzing Jon Bell Kat Castagnoli, AIFD, CCF Julia Marie P. Schmitt, AIFD, EMC, PFCI, ICPF advertising@floristsreview.com Ralph Granger MEET THE TEAM $6.50 per issue $41.95 per year (12 issues) $75 per year $80 per year As a subscriber to Florists’ Review, you will receive an email message every month granting you free access to a digital edition of each issue. If you are a subscriber and do not receive email notifications, check your spam mail and/or update your email address at url.frinfo.net/digital. $6.50 per issue + $2 shipping and handling per issue (U.S. only. For international shipping, email mail@wildflower.media for quote.) (855) 492-1632 / (760) 317-2357 PO Box 460580 Escondido, CA 92046 floristsreview@pcspublink.com PO Box 4368 Topeka, KS 66604 (785) 266-0888 / (800) 367-4708 Circulation Customer Service WildFlower Media Inc. Advertising Customer Operations Manager Past Issues Portland, Oregon 1815 NW 169th Pl., Ste. 4060 Beaverton, OR 97006 503.488.5771 Topeka, Kansas 3300 SW Van Buren Topeka, KS 66611 800.367.4708 Miami, Florida 2720 NE 15th St., Ste. 403 Fort Lauderdale, FL 33304 786.735.0206 CONTRIBUTORS Interested in becoming a contributor? Contact us at editor@wildflower.media. Annie Chen , AIFD, owns Floral Sunshine , a commercial floral design studio located in Portland, Ore. Floral Sunshine specializes in weddings, events and custom floral arrangements. Annie loves thinking outside the box and creating unusual floral designs for her clients to enjoy. With years of experience in retail and event floristry under her belt, Brenna Quan, AIFD , has more recently shifted her focus toward floral education and promoting flowers as art to the public. With a focus on creativity, she strives to inspire others to think about materials beyond their intended uses and deliver a sense of delight with her flair for botanical art. Kelly Perry is the founder of Team Flower and Philosophy Flowers, in Boone, N.C., and host of the popular Team Flower Conference and Podcast. She was named one of Florists’ Review’s “35 Under 35” in 2018, and in addition to having floral work featured in more than 55 publications, she’s spoken at the Alaska Peony Conference and led designs for the Certified American Grown Field to Vase Dinner Tour. Adam Gladue , AIFD, is a second- generation florist residing in Minneapolis, Minn. With a background in the culinary arts and strong ties to the performance community, Adam’s entrance to the floral community comes with a respect for fresh ingredients and a love for dramatic impact. Alex Frost has founded and operated multiple technology and marketing companies in the floral industry for more than 25 years. He has also developed unique supply-chain software for the flower industry. A veteran of the floral industry for nearly 25 years, Erik Witcraft , AIFD, is currently the assistant floral manager at Zupan’s Markets’ Burnside store in Portland, Ore. He has worked in all segments in the retail floral industry, from traditional flower shop to event florist to mass-market floral department, and he taught floral design for a number of years. Erik has been a member of the American Institute of Floral Designers (AIFD) since 2011 and is a former president of AIFD’s North West Regional Chapter. Alison Ellis , founder of Fresh Event Design LLC in Jericho, Vt., and RealFlower Business.com, is a floral designer and educator who teaches florists around the world how to increase their income, book great clients and find more freedom in their businesses. With more than 25 years of experience, she’s helped thousands of florists via her online business courses, private and group coaching, and free video trainings. Neville MacKay , CAFA, PFCI, lives in Halifax, N.S., where he owns and operates My Mother's Bloomers floral shop with his husband, David. He is a member of the Canadian Academy of Floral Art (CAFA) and Professional Floral Communicators International (PFCI). Neville is Smithers- Oasis Floral Design Director and also writes for Great Lakes Floral Association's The Professional Florist magazine. FLORISTS' REVIEW | MAY 2020Together We Grow Much like flowers, each member in our florist network is unique and distinctive. We know you need specialized marketing tools to fit all of your needs. From a highly customizable website and a worldwide brand to match, we are your one stop shop for streamlined business solutions. Comprehensive Marketing Tools TO LEARN MORE FTDi.com/grow | 800.788.9000 | floristrelations@ftdi.com @MercuryNetwork ©2020Next >

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