Today we had a cool surprise when Chairman and CEO of Smithers-Oasis, Charlie Walton, phoned to say he'd be stopping into the school for a visit. While here, Charlie presented us with a certificate of appreciation from the company. The framed plaque reads:"The management and staff of Smithers-Oasis recognize the valuable relationship and contributions that have been made to Smithers-Oasis by Cathy and Phil Rulloda."It also includes a quote Phil wrote from memory for Charlie as he recalled - more than 20 years later - words he read on a plaque at the old Oasis building in Ohio."Leadership is the ability to establish & maintain a creative climate where people are self motivated towards achievement of long term personal goals in an environment of mutual respect that is compatible with those goals." Over the years, we've had the pleasure of presenting education programs to professional florists and consumers on behalf of Smithers-Oasis, and of designing with their great products - which make seemingly difficult work feel effortless.Oasis recently re-introduced one of Phil's favorites, the Place-It, a caged foam on a super suction cup that allows designs to be attached to windows, mirrors and other non-porous surfaces. Appearing to be suspended in air, the designs always elicit a 'wow'.Below is a photo of myself, Phil and Charlie with a Place-It based tropical design made in front of Mary's office. It's a real honor for both Phil and me to be recognized by Charlie and the Smithers-Oasis company. Thanks, Charlie!Cathy
A Million ?Yes I Can?s!?
Phil?s, ?YES I CAN? Award goes to his former student, Rachel Rosales of Costa Mesa Florist, who along with partner TK Irwin, won CBS?s The Amazing Race Million Dollar prize in January!
We are proud of Rachel for not giving up when the pressure was on. The prize money is fabulous - but think of all the life experiences she won as truly priceless. You can read about some of Rachel's flower challenges during the Amazing Race on Avante Gardens' blog here and here.
We wish Rachel continued success as she contiunes her ?Amazing Race? through life.
Rachel ?Yes You Can!?
Time To Get Energized!
Don?t miss this rare chance to see together, Song Ki Yun AIFD designs ?Flowers as a Media ?Expanding the Art of Floral Design? with Phil Rulloda AAF, AIFD, PFCI, commentator. Their energy together is absolutely invigorating! ! !
March 30, 2008, Sunday 9:00 am - 4:40 pmNational Orange Show Fairgrounds NOS Events Center ? Gate 9690 South Arrowhead Ave. Renaissance RoomSan Bernardino, CA. 92408Directions: www.nationalorangeshow.com
Presented by AIFD Southwest Region?Design Essentials?
Also included on the ?Design Essentials? program is Susan Butler AIFD, presenting ?Elements and Principles of Design ? Using Traditional Product with an AIFD Flair?
Only $39.95 (Includes lunch) To Register call Michael Quesada AIFD, at Kaleidoscope Flowers 805-962-0032 or email kalflower@aol.com
Registration Deadline is March 24
(AIFD members receive CEU points)
See you there!
Sometimes it's easier to learn what to do when photographing flower arrangements by seeing examples of what not to do. Below are two sets of images of less-than-successful designs, not only from purely mechanical aspects, but from the vantage points of the camera. In addition to using too little light, the design above has the following issues: (see the numbered areas on the second version) 1. Greens and dirty water in the vase. Make sure to remove all foliages below the water line, especially when working in clear glass and be sure to change the water before taking your final shots. 2. Wacky weeds. Be careful about the amount of bear grass and other loose foliages used. What may look good in person can look out-of-control in a photo. 3. Orient the flowers to the camera. Though it seems like an obvious 'don't', showing the backs or sides of blooms is a common error. 4. All the ducks in a row. The white of the roses makes this error even more pronounced since their rhythmic pace is all wrong for this radial style. 5. Turn off the camera's built-in flash. Note the heavy shadow created by the front-on shot. 6. Weak Focal Area. The alstroemeria is just too small and the wrong shape to anchor this design. 7. Foliages concealing flowers. Why cover up a glorious hybrid delphinium with a piece of myrtle? 8. Immature flowers. Budded flowers will last longer for your customers, but take your feature website photos with flowers in their full glory.
While an improvement from the previous arrangement, this shot still has several challenges to overcome: 1. Out of Balance Color. Not only do the yellow gerberas overpower the far-more-costly hydrangeas, the middle one is oriented in the wrong direction. Pale yellow or white gerberas would have been a better choice. 2. Exposed stems. The light green salal stem crossing over the dark leaves is a definite distraction. It's also moving forward in a diagonal line, which is tough for the camera to read. 3. Willy-nilly foliage. The silhouette of the salal leaves are rhythmically poor and need better spacing and control. 4. Immature flower. We florists know it's a iris but our customers may not. Additionally, in classic designs it's more visually pleasing to grade same-kind flowers in size (from larger to smaller) as they move away from the heart of the arrangement. 5. Flash shadow. Once again, turn off the camera's flash and move the design further from the background. 6. Blown-out whites. White flowers are tough to shoot and are especially effected when too much light is used. The details get blown out. In this design, the grouped whites are also not properly counter-balanced with white materials on the opposite side of the arrangement. 7. Fillers covering feature flowers. Make sure the accent fillers aren't covering up feature flowers, especially in the heart of the arrangement. 8. Missing Buds. They're particularly noticeable on single flowers. Photo editing software can help fill in the missing flowers, but it's better to just to start off with good materials. 9. Streamers Gigantus. Just like any other element, ribbon needs controlled. Streamers are generally easier to photograph if they're trimmed to fall near mid-vase. What's good? The carry-through of color from the container to the flowers. We hope these two examples help you avoid making some of the common floral design and photography mistakes and assist florists with shooting better images of their own flower arrangements.
The convenience of using 'off the shelf' photographs of flower arrangements in florists' e-commerce websites is undeniable. They're web-ready, usually come with descriptions and are generally included as a benefit of wire service membership. There's just one problem - those same pictures are seen on tens of thousands of other websites - including shops in your own delivery area. It's difficult to convey a florist's own originality and unique specialties when the product images look just like everyone else's. For shops looking to display their own distinctive designs and set themselves apart from neighboring stores and national order gatherers, the perfect solution is to photograph their own arrangements and feature them prominently on home pages and in the appropriate design categories. With a small investment in a digital camera, photo editing software (like PhotoShop Elements) and an easy-to-use backdrop, displaying images of your own arrangements is simpler and quicker than ever before. Elements of a great flower arrangement photoMany a florist has been disappointed that their pictures don't look as wonderful as they remember their original designs. The poor results can often be attributed to a problem with one of the following elements:
Lighting. Too much and the whites look 'blown out', too little and the deep colors fade into black voids. Achieving the right balance takes practice and experimentation with the settings on your camera. For flowers, natural lighting works best but a small permanent set with a few strategic lights can work wonders as well.Background. Simply put, cleaner, lighter backgrounds are easier to work in. The more elements (accessories, display items, etc) the more to balance with lighting and color. Since a good, clean photo can often be dropped onto an environmental background with photo editing software, keeping your photo set as simple as possible increases your chances for success. Color. Balancing color rhythmically in an arrangement takes practice, too. Advancing (warm) colors like oranges and yellows can appear to dominate an arrangement, even if used on small amounts. Receding (cool) colors can be harder to 'see' in artificial or low light. By choosing flowers and accessories that compliment each other and are in similar color values (intensities), you'll increase the odds that you'll be pleased with your shots. Depth. The camera basically reads width and height, so perceived depth is usually achieved through color, lighting or angle. Designers often find it necessary to remove some materials in order not to clutter the photos. Texture. The shinier or slicker the material, the tougher to photograph since the light is reflected. Shiny textures often darken or lighten and take on more importance than they did in the original compositions. Fortunately, photo editing software can often help with this issue. Starting out with simpler and smaller arrangements can help florists get a feel for 'what the camera sees'. Take 15 or 20 shots from different angles, upload them to your computer and really scrutinize the images. Make adjustments and then go back and shoot some more. Though your first few efforts will take time, repeating the steps will increase you ability to 'see' what the camera does - and give you the skills to confidently produce photos that reflect your own distinctive design style.
The California State Floral Association (CSFA) received word that the CA Assembly's Business and Profession's Committee will be holding a hearing regarding AB 1282. The proposed bill would prevent geographic misrepresentation where fictitious florists include local communities in their business names and purchase local phone numbers which are then forwarded to out-of-area and out-of-state call centers. The hearing will take place on Tuesday, April 24.
Florists are urged to fax letters in support of the legislation to:
Assembly Member & Committee Chairman Mike Eng at (916) 319-2149 and Business and Professions Committee Members: Bill Emmerson (916-319-2163), Karen Bass (916-319-2147), Wilmer Carter (916-319-2162), Mary Hayashi (916-319-2118), Edward Hernandez (916-319-2157), Shirley Horton (916-319-2178), Bill Maze (916-319-2134), Curren Price, Jr. (916-319-2151), Alberto Torrico (916-319-2120) and Business and Professions Committee Consultant Pablo Garza (916-319-3306). Please also fax a copy to the CSFA office at 916-446-1063 ? Attention: Ann Quinn. A sample letter from CSFA concisely states these important florist issues:
"California florists and consumers of floral products alike are currently being shortchanged by sellers of floral products who are misrepresenting themselves as ?local? businesses when in fact they are not. "Out of state marketers are ?stealing the identity? of local florists. They buy ad space in various local telephone directories throughout the state, use the local community name and provide a local number for consumers to call. California florists are losing income, California workers are losing wages, the state of California is losing tax revenue and finally, California consumers are losing their ability to choose to buy a local product from a local vendor. "I believe that the sellers of floral or ornamental products or services should be truthful about their business locations. AB 1282 simply requires sellers of floral or ornamental products or services to include in their advertising and telephone listings their business address if their name would imply the business is in a different locale. "Twenty-two states have passed legislation against deceptive phone listings. It is time for California, the number one flower growing and selling state, to do the same. AB 1282 will help prevent out-of-state businesses from stealing the identity of our local businesses. This issue needs to be addressed and I believe AB 1282 is the necessary means to do so. Therefore, we respectfully ask for your ?AYE? vote on AB 1282 which is supported by the California State Floral Association, the Society of American Florists, and the Master Florists Association."
"California florists and consumers of floral products alike are currently being shortchanged by sellers of floral products who are misrepresenting themselves as ?local? businesses when in fact they are not.
"Out of state marketers are ?stealing the identity? of local florists. They buy ad space in various local telephone directories throughout the state, use the local community name and provide a local number for consumers to call. California florists are losing income, California workers are losing wages, the state of California is losing tax revenue and finally, California consumers are losing their ability to choose to buy a local product from a local vendor.
"I believe that the sellers of floral or ornamental products or services should be truthful about their business locations. AB 1282 simply requires sellers of floral or ornamental products or services to include in their advertising and telephone listings their business address if their name would imply the business is in a different locale.
"Twenty-two states have passed legislation against deceptive phone listings. It is time for California, the number one flower growing and selling state, to do the same. AB 1282 will help prevent out-of-state businesses from stealing the identity of our local businesses. This issue needs to be addressed and I believe AB 1282 is the necessary means to do so. Therefore, we respectfully ask for your ?AYE? vote on AB 1282 which is supported by the California State Floral Association, the Society of American Florists, and the Master Florists Association."
Your letters and support are urgently needed at this time.
We just completed one of our Special Events/Decor Designer classes so I'm posting photos of just a few of the projects made by students. The class features hands-on floral design projects for weddings, parties and entertaining and we create centerpieces and display arrangements based on on a variety of popular themes. Sunflower CenterpiecesThe designs seen below showcase sunflowers in two different styles. The tall centerpiece, a hand-tied grouping with curly willow woven as a support material, creates color impact and lends a contemporary interpretation to classic garden flower. The lower centerpiece features sliced lemons, white hydrangea and looped lily grass and adds vibrancy and a light, fresh fragrance to the table. Used together or separately, these centerpieces make a bright addition to any special event.Moss Urn CenterpieceThe garden-inspired moss covered urn (seen below) was designed with abundant groupings of roses, orchids, lavender hydrangeas and seeded eucalyptus. Liatris were highlighted in a vertical statement, which gives a candle-like effect. Loops of lily grass and accents of Aranda orchid blossoms added interest, lending a more modern interpretation to this traditional garden form.
Tropical Contemporary Centerpiece with Wine GiftStudents learned how to encase and highlight a wine or sparkling cider bottle and integrate it into a contemporary centerpiece. The design below featured ginger, anthuriums, roses, seafoam statice, ti leaves and woven commodore tee pee and the base of the arrangement was accessorized with votive candles. Bubble Bowl Centerpiece with Floating FlowersStudents learned how to incorporate a wreath base and showcase a large glass bubble bowl. Roses, asters, Florigene carnations, limes, hydrangeas, dendrobium orchids and fresh ivy were featured in the base design, with an open rose and orchid florets floating in the water.The course covers a variety of styles, from classic to romantic to contemporary, allowing attendees to get hands-on experience completing a large variety of projects.
Join the AIFD South West Region for "A Prelude to... The Edge of Paradise" design show featuring Phil Rulloda AIFD & Song Ki Yun AIFD, About the Design Show Presenters: Phil Rulloda AIFDA true "Ambassador of Sentiment"Phil is the Director/Owner of the Southern California School of Floral Design and co-owner with his wife Cathy Hillen-Rulloda AIFD, PFCI of Avante Gardens - Florals Unique, both located in Anaheim, CA. Song Ki Yun AIFDSong, alongside his wife Abbie Bostrum-Yun AIFD, ownsFontana City Florist in Fontana, CA. He approaches each design as if he were in competition. Excellence is his hallmark. Those closest to Song call him "Mr. Excellent" because of his meticulous attention to detail. A Prelude to "The Edge of Paradise" is in connection with the Spring Garden Show at South Coast Plaza West,3333 Bear Street, Costa Mesa, CA 92626
When: Sunday April 29, 20072:30 to 5:30 PMAdmission and Parking is FREE!!!
Visit South Coast Plaza everyday of the Spring Garden Show April 26-29, 2007 to see AIFD designers in the design gallery on the Third Floor near Macy's Home Store.Featured Gallery Designers:Audrey S. Lee AIFDSong Ki Yun AIFDMarisa Perring AIFD For Information Call Sherine Iskander AIFD(949) 551-6093 or (714) 536-7101
CSFA Annual Conference and Top Ten Design CompetitionOctober 14 & 15, 2006 *Bling Bling*Warner Center MarriottWoodland Hills, CA (San Fernando Valley)(818) 877-4800 - $99 per night (Rate guaranteed for reservations made by Sept. 18) Highlights from the Schedule:Saturday, Oct. 14* Student Design Competition* "Why Can't Google Find my Site?" presented by Cathy Hillen-Rulloda* "Trend Updates on Floral Design and Merchandising" presented by Rene' van Rems Sunday, Oct. 15 * Top Ten Design Competition (California Floral Designer of the Year)* Trade Fair and Exhibitions* "Bedazzled - Designs for Holidays and Events" presented by Paul MillerFor further information contact CSFA Office - (916) 448-5266 or visit http://calstatefloral.com/annualev.htm to download the registration form.