Small, Medium and Large
Five designs for Valentine’s Day, each in a range of customer-friendly sizes.

One Dozen Dozens
Twelve inspiring ideas for arranging dozen roses for Valentine’s Day.

Living with Flowers
Belgian floral designer Nico De Swert presents modern, inspired floral designs for the home in his new book.

Putting a Price on Love
Menus, mass production and deliveries are critical to profitable Valentine’s Day holidays.

Call to Order
Tips for finding and training temporary telephone staff for the holidays.

Valentine Victories
Florists across the country share their best marketing and promotional ideas.

Valentine’s Day Planning Calendar
A handy guide to help you prepare for the hectic occasion.

A Warm and Fuzzy Future
Overall plush sales have declined, but several factors point to a rebound.

Plush Gallery
Leading suppliers showcase their latest plush offerings.

Taking Care of Business
How building your brand builds your business.

Tax Control
Practical year-end advice to help you lower your business’s tax bill and plan for the year ahead.

Shows on the Horizon
A glimpse into this winter’s gift shows and marketplaces.

SAF Lake Las Vegas Highlights
Deserving industry veterans receive recognition.

Proflora 2005
Another successful show highlights Colombia’s flower trade.

Flowers with a Conscience
Florverde®, Colombia’s admirable social and environmental improvement program, is positively impacting lives and land.

Cause for Celebration
Golden Flowers awards florists with free fresh flowers.

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One Dozen Dozens

Reviewing Stand
by Frances Dudley
Under Forty
Wedding Bouquet

Display Idea

Biz Bits
Trend Watch
Hot Topic
Fresh Flower
by Steven W. Brown, AIFD
Practical Floristry
by Teresa P. Lanker
Customer Service by T. Scott Gross
California Cuttings by Peggy Dillon
How To
New Products
Business Briefs
Classified Advertising
Advertisers Index
Product Source Guide
Elements of Style
by Talmage McLaurin, AIFD

Under Twenty

on the cover:
MATERIALS: Tapered Square Frost Vase in Rose (#3368-12-244) from Syndicate Sales; ‘Rosita Vendela’ roses from Golden Flowers; ‘Vendela’ roses and scented geranium foliage from favorite supplier.
Photography by Stephen Smith

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