valentine's day

Florals on Trend
The California Cut Flower Commission's biennial forecast outlines the top floral looks.

The Year-Round Romance of Roses
A floral design showcase of growers' favorite rose varieties for 2008.

Five Minutes or Less
Easy-to-create Valentine's Day arrangements for love in the fast lane.



Interior Style

Our annual look at America's most popular interior fashions.

The State of the Industry
Facing continuing economic pressures, the floral industry must work to position flowers so they are perceived more favorably in 2008.

Business Directions
Notable economic and societal trends that will affect your business in 2008.


Rose Favorites
These varieties represent some of the best-loved in North-America.

Rose Care Checklist

Follow these procedures to ensure gorgeous, long-lasting roses.


Belle Fleur and the City
Discover how one New York City florist became a multimillion-dollar business by building relationships with its customers, employees and the media.

Class Benefits

Florists find that teaching consumers leads to better relations and more sales.


Supply Chain Innovators

A grower and a hard-goods vendor take the lead in offering products directly to retailers while keeping wholesalers in the loop.


Creative Spark

California florist wins $1,000 top prize in the National Ribbon Company's wristlet design contest.



on the cover:

carnations from Florigene Flowers; tulips from Netherlands Flower Bulb Information Center; Mokara orchids and Liatrises from favorite suppliers; Moderne Vases from Accent Décor. To contact these companies, see “Product Source Guide” on Page 161.


Photography by Stephen Smith

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Reviewing Stand by Frances Dudley, AAF

Biz Bits


Shop Special




Display by Sharon Leicham

How To


Fresh Flower
by Steven W. Brown, AIFD

What's New



Hot Topic  by Glennis Wright

Practical Floristry  by Teresa P. Lanker

Employee Management  by Debbie Allen, CSP


Calendar of Events

Advertisers Index
Product Source Guide
Elements of Style
by Talmage McLaurin, AIFD



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