WEDDING
PROFITS
pg. 4
TILLANDSIA
FEVER?
pg. 14
FLORAL
FAREWELL
pg. 23
Spring 2017
WORTH THE RISK?
Evaluating Floral
Wedding Programs
So Social — Succulents And
Tillandsia
Floral Findings:
Glam Grab-and-Go
2
floralbusiness • Spring 2017
Celebrate Life
E
very year after the
mad but profitable
Valentine’s
Day
rush, stores can keep
the momentum going by
encouraging customers to
purchase flowers and plants
to honor women in their lives. The March 8th
International Women’s Day occasion is an annual
occurrence but customers still need to be reminded
of the gift-giving opportunity.
Our business development series on Weddings
starts in this issue with a discussion about the
potential of implementing a floral program for
weddings and related events. In the first article,
Dottie Harrigan shares a few considerations for
retailers evaluating the possibilities.
Tilly hanger, anyone? Savvy floral retailers
recognize succulents and air plants have hit the
beyond-trend stage. The Succulents and Tillandsia
article on page 14 explores the growing popularity
of the hardy sculptures of the plant world.
We extend special thanks to the advertising
companies in these two sections for their
beautiful and informative ads. Feedback shows
FLORAL BUSINESS readers appreciate photo-filled
advertisements as the visuals help influence buying
decisions.
Check out Floral Findings on page 21 for a
recently seen product that whispers whimsy while
heralding handiness. This item makes grab-and-go
glamorous for gift-buying customers unfamiliar
with transporting potted plants simply.
Finding the right words to pay tribute to a
dear floral friend is a difficult task. See the Floral
Farewell on page 23 in remembrance of Alison V.
McClelland of Murrieta, CA.
FLORAL BUSINESS of PRODUCE BUSINESS will
be found in Las Vegas at World Floral Expo March
22-24 and in Pleasanton at the Northern California
Expo Fresh Produce & Floral Expo, March 29. See
you at the shows!
fb
E. Shaunn Alderman
Associate Publisher
Floral Business
Floral Business, a quarterly magazine, is a supplement in the March, June, September and December issues
of Produce Business. Produce Business — the largest
circulation publication in the industry — is mailed to more
than 25,000 produce and floral executives every month.
President/Editor-in-Chief: James E. Prevor
[email protected]
Publisher/Editorial Director: Ken Whitacre
[email protected]
Associate Publisher: E. Shaunn Alderman
[email protected]
Phone: 561-703-4010
Production Director: Diana Levine
[email protected]
Production Leader: Jackie Tucker
[email protected]
Production Department
Sunshine Gorman
Freddy Pulido
Send insertion orders, payments, press releases,
photos, letters to the editor, etc., to:
Floral Business, PO Box 810425
Boca Raton, FL 33481-0425
Ph: 561-994-1118
Fax: 561-994-1610
Floral Business is published by
Phoenix Media Network, Inc.
James E. Prevor, Chairman of the Board
PO Box 810425, Boca Raton, FL 33481-0425
floralbusiness.com
Entire Contents © Copyright 2017
Printed in the USA
Publication Agreement No. 40047928
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floralbusiness • Spring 2017
BUSINESS DEVELOPMENT - PART I
Are Floral Wedding
Programs Worth
The Risk?
gh
Some floral retailers may have vision and the eye for profits but
wedding work also requires organization, planning, labor and commitment.
This first-of-a-series article discusses a few of the many elements to consider
when evaluating the implementation of a wedding program.
C
by Dottie Harrigan
ombining the surge of DIY brides who
find inspiration from photos posted on
social media and online vision boards
with the decrease of traditional flower shops
across the United States could understandably
stir profit-minded floral retailers to evaluate the
wedding business. The profit potential is indeed
alluring when considering the implementation
of a floral program for weddings and related
events. But beware of asking, “How difficult
can it be to include some flowers when our
catering department already books parties and
special occasions?”
Weddings are big business and maybe the
time is ripe for more supermarket floral depart-
ments to cash in on the $60 billion dollar U.S.
wedding industry. New opportunities mean new
responsibilities. Retailers will not want to mimic
traditional flower shops or focus only on the DIY
bride. The savvy retailer will want to establish
a new model that emulates the store’s culture
and supports the store’s unique needs for the
customers and community.
Serving brides today is quite the balancing
act. Plan programs so all partners involved
(vendors, staff, and customers) know what will
happen — what’s expected of them — from the
time the bride sees your offerings to the walk
down the aisle.
Today’s brides want everything faster, easier,
Spring 2017 • floralbusiness
When marketing the store’s wedding
program, remind local venues such
as banquet halls, Elks lodges and
parks or zoos that your store is a
source for reception flowers.
Soon-to-weds are inspired by photos seen on Pinterest.
and smarter – think mass-produced. But they
still want everything with a personal touch and
reflecting their personal taste – think totally
custom. Millennial brides are very dependent
on technology. They want to save time. They
want convenience. They have more important
things to spend their money on than flowers,
and they are very committed to freedom from
debt. So, meeting these expectations is going
to take some strategy.
Millennials aren’t the only type of bride
you’ll serve. Mature adults and seniors are also
celebrating weddings — whether widowed,
second time around or a renewing of vows.
These can be casual gatherings or grand events
so promotional efforts will
be for all ages and stages of
wedding celebrations.
Supermarket floral
departments are generally
categorized as self-service, mixed service and full
service. Many supermarket
floral departments are already successfully
tapping into the wedding industry through one
or more of these four models: bulk wedding
flowers, ready-mades, in-house design, and
full design and delivery.
MODEL 1.)
BULK WEDDING FLOWERS
This program is all about the flowers and
greens: pre-ordered, raw boxed or hydrated
in bulk bundles, bunches or bouquets. It’s for
the do-it-yourself bride and helpers. But with
the decline of brick and mortar florists and the
consolidation and closing of wholesalers across
the country, supermarket retailers might also
be the perfect supplier for small independent
design practices, church coordinators, bridal
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6
floralbusiness • Spring 2017
A little coaching about seasonal availability will be necessary as most brides are hyper-focused on flower colors.
consultants, wedding or event planners and
caterers who want to add another stream of
income (floral design) to their services. So keep
them in mind while you plan your strategy.
Most wedding flowers are ordered at least
two weeks in advance. A manager needs to
decide how ordering, payment, pickup and
communication will occur. Will customers order
in store or online? Will they pay full price when
they order or when they pick up? Will there be
a designated pick up time, place, procedure
that won’t disrupt regular store activity? Many
stores may already have these systems in place
and simply need to focus on marketing and
merchandising for a boost to sales.
Provide a brochure and handout about your
wedding flower program in the floral department and make it available in the bakery, deli
or catering departments. Also include signage
directing customers to your website for information. Optimally the website should include a
shopping cart allowing people to place immediate orders. Inform customers on what the
store offers, how to order, how to pay and
pickup and who to contact if something goes
wrong. Also, advise how much to order (per
piece to be created). The website also needs to
convey how to care for the flowers once they
are received. Include photos showing simple
and easy design ideas reflecting the available
product line.
Try Partnering
Remember those potential customers —
independent design practices, church coordi-
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floralbusiness • Spring 2017
Offering bulk flowers is ideal for retailers wanting to increase sales by reaching DIY brides.
nators, bridal consultants, wedding or event
planners, and caterers — that are using your
floral department as their back up wholesaler?
They can become ambassadors and liaisons
to align with your brand and help promote
everyday fresh cut flowers. Set up a schedule
of classes, demos, or presentations throughout
the year where they are your guest speakers.
They offer consumer education in exchange for
giving them a stage for promoting their design
practice. Since you are not selling design service
— just bulk flowers — it’s a win-win.
There is a strategy to this. Be sure to plan
your program before you reach out to people.
You’ll have to carefully create a relationship
that is beneficial to both parties. You, not your
guest speakers, need to be in charge of the
criteria: dates and schedule, curriculum and
topic, requirements, guidelines and conditions.
It will take some thought but so worth the free
labor of a qualified instructor who can promote
and educate for you.
The bulk flower model is perfect for retailers
without in-store labor or expertise to create
wedding flowers but want to increase sales by
reaching the DIY brides and other local floral
designers.
Supplier Perspective
Renee’ Hesselbach, account manager with
Gardens America, Miami, believes supermarkets
are going to take the lead and replace local
flower shops because they can offer a differentiated product line for designers and more
convenience than small floral shops. So many
mass markets are doing weddings. It is trending,
with the largest increase seen in staffed stores.
Hesselbach says all four models of service
are currently being used in the supermarket
industry today. And there is no direct correlation
between the size of brand and level of service
as individual stores vary. Sometimes someone at
the bottom of the chain of command can have
a vision and run with it, making it a profitable
department and keeping the program moving
forward.
The top three points Hesselbach believes a
floral manager should consider are: a person
for the department, an educated staff and a
website to promote the program. She acknowl-
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floralbusiness • Spring 2017
Many floral vendors provide ready-made wrist corsages.
edges there’s still a “people factor” involved in
wedding sales and service. Gardens America
provides monochromatic bouquets, finished
arrangements and ready-made centerpieces
to support supermarket clients. Hesselbach
says the company looks to Pinterest to spot
trends and can create signature, unique custom
bouquet collections for customers.
MODEL 2.)
READY-MADES
This model is about having some or all
of the wedding flower labor handled by your
vendor in basic personal flowers, hand held
bouquets, corsages and boutonnieres, and
centerpieces. The recipes are generic but
cover most of the popular color and flower
combinations. Vendors make procurement easy
and are happy to customize recipes — working
with a store’s desired flower selection and price
ranges. Vendors are open to conversation about
exclusive selections for your banner – if you are
willing to make a commitment to the program.
And vendors can even provide your bride with
support materials to make sure the flowers are
cared for correctly.
Millennial brides really go for this option and
the concept is gaining popularity. Brides can see
what they are going to get and order online.
They can have their basic wedding flower needs
All flowers must be photo-worthy as pictures will be
posted on social media during and after the event.
met while staying on budget. They are willing
to manage a little care and handling in order to
save money. Here’s the rub — they can do this
without you. They can have their ready-made
flowers delivered right to their door. So, who
is your customer in this model?
Some brides really still need to know there is
a human being taking care of their flowers. Even
though they are on a budget they want a little
extra personalization, custom ribbons, foliage
cuffs, or themed embellishments added to the
basic choices. Those brides are willing to pay
retail floral departments for that personalization.
Consider the out of town bride. Stores in
quaint spots such as Napa Valley, or mountain
retreats or beach town resorts where brides
travel to for destination weddings, simply
don’t have the capacity to manage the care
and handling required with ready-mades. And
flowers may not be the bride’s highest priority
Spring 2017 • floralbusiness
on the must-have list. The floral manager has
a few decisions to make. Will the store offer
any care and handling or just expect brides to
pick up boxes and do the “chop-and-drop” on
their own? Who will manage quality control
— check the boxes — for each order? Will any
in-store customization be offered? If so, to what
level, and which supplies and hard goods will
be necessary? And will that be handled in all
stores or in one satellite store and then delivered to a different store for customer pick up?
And, can these services be offered a-la-carte at
different price points to cover the cost of each
of the services?
When marketing this ready-made program
consider the name and how it sounds to potential customers. Use pleasant or romantic terms
such as Artisanal Florals or Curated Collections.
Name each recipe category the same way. Also
mention “budget friendly” and “hassle free” in
your marketing and communication to brides.
A friend of mine has a very successful independent wedding and event floral business. She
does those over-the-moon wedding flowers
we all love to swoon over on Pinterest. Not
everyone who finds her can afford her. In order
not to turn them away because they come to her
through referrals and friends (and not to drive
herself nuts trying to serve them) she established an online shopping cart (website) under
a separate brand with her custom designed
“wedding-in-a-box” program. She created her
own recipes, did her own designs, shot her own
pictures, wrote her own romantic language to
title the designs and persuade brides. Then she
taught a group of design laborers — lesser paid
than her experienced skilled contract designers
— to produce these packages over and over,
week after week in her studio. This model works
as a secondary and steady stream of income and
doesn’t distract from the larger, more detailed
time-intensive projects. If an individual floral
designer with a small private practice can make
this model work, it would seem a supermarket
floral manager could achieve success with the
11
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floralbusiness • Spring 2017
Ready-made, customized, wedding flowers arrive
at the store with the store’s branding on the boxes.
The Wedding-In-A-Box program from USA Bouquet
is ideal for stores with a declining labor force.
support of the chain and established vendors
already providing products and services.
The ready-mades model is ideal for stores
wanting to offer a wedding flower program but
don’t have in-house designers on staff.
Vendor Perspective
Scott Hill, vice president of marketing and
sales with The USA Bouquet Company, Miami,
started the company’s Wedding-In-A-Box
program in 2007. Customers are supermarkets
with a declining labor force that market to
brides on a budget. USA has seen double-digit
increases for stores implementing this program.
Hill says senior executives and department
managers sometimes don’t realize or understand how labor intensive and unpredictable
wedding floral design can be. “When retailers
offer in-store or off-premise design they often
don’t know how much profit is made or lost until
the job is done and the numbers have been
run. With this program if you sell X number of
boxes you know you made X amount of dollars.”
The Wedding-In-A-Box program’s success
begins with an online presence for each
chain. And that online presence is what has
driven volume because brides and soon-toweds research, dream, save wedding ideas
and budget for months before they buy. USA
Bouquet is a private label company. It does
not sell to brides. Ready-made, customized,
wedding flowers arrive at the store with the
store’s branding on the boxes — so the bride
remains the store’s valued customer. Hill sees
this program as a huge win-win for brick and
mortar supermarkets because there are no labor
hours, no sales personnel, no designer and no
shrink. He believes it’s a missed opportunity for
stores not participating in programs like this. fb
Dottie Harrigan is a Flower Evangelist, voice of The Flower Godmother,
and founder of Flowerhandlers Design
School based in Upper Marlboro, MD.
Note: In part two of the Wedding Business series, In-House Design and Full Service Design and
Delivery models will be discussed. Industry experts, vendors and retailers will share tips and
strategies learned through years of involvement with floral wedding programs.
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floralbusiness • Spring 2017
Capture Consumers With
Plants Seen On Social Media
Savvy floral retailers recognize succulents and air plants have
hit the beyond-trend stage. Accessorizing and updating the
selection are keys to ensuring repeat sales.
by Larry David Bernstein
E
asy to maintain succulents and air plants are
ideal for consumers who want to enjoy plants
without the commitment of meticulously
nurturing them. These hardy plants are also ideal
for shrink-minded floral departments. But just
because succulents and Tillandsia air plants have
few care requirements does not mean they have
little social standing. It’s just the opposite. A look
on Pinterest, Instagram, Facebook and other social
media platforms shows consumers are wild about
collecting, gifting and crafting with succulents
and Tillandsias.
Paul Isley, one of the owners of Rainforest
Flora, Inc. based in Torrance, CA, specializes in
growing more than 700 species, cultivars and
hybrids of Tillandsia air plants. Isley believes
Tillandsia air plants are the “ultimate plant,” and
has been fascinated with them since the late 1960s.
He discovered the plants at a friend’s house. He
noticed them hanging in the air without any soil.
“I thought they looked like they were from outer
space. I just couldn’t comprehend it.” According
to Isley, Tillandsia air plants can adapt to any
conditions, though 50 to 70 percent humidity is
ideal. Depending on conditions, the plants can go
a couple of weeks without watering or bright light,
but eventually they will need both.
While succulents have been more common in the
western part of the United States, it’s only during
the past five years or so that their popularity has
spread. Brie Genovese is the marketing manager
at ArizonaEast in Minotola, NJ. The company is
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floralbusiness • Spring 2017
Encourage succulent collecting by captivating customers with new offerings such as this ‘Red Velvet’ Echeveria, a Bay
City Flower proprietary variety.
a wholesale grower and producer of home décor
items featuring plants. Genovese says succulents
and Tillandsia have experienced a huge growth in
popularity because of social media. “Social media
has made people in other parts of the country (in
addition to the West) more aware of succulents
and Tillandsia.”
Bisser Georgiev created LiveTrends LLC of
Apopka, FL in July 2013. The company sells both
containers and plants. Georgiev created LiveTrends
because he “was frustrated about how things were
done in retail.” Part of this frustration occurred
from seeing 25 to 30 percent of plants killed at
retail because of poor treatment. Now, LiveTrends
provides plants that live at six weeks without light,
care, or watering at the store level. This has enabled
LiveTrends to reach more retailers including some
that did not previously carry plants. He says the
popularity of succulents and Tillandsia relates to
the trend toward longevity and sustainability.
“Consumers are tired of killing things, and those
two offer easy care and little effort,” says Georgiev.
Retail Perspectives
As the floral buyer for Roche Bros. Supermarkets
in Wellesley, MA, a 20-store chain of family owned
supermarkets located in and around the Boston
area, Debbie Loche is always looking for ways to
engage and delight customers. Roche Bros. which
offers full service in its floral department, has
seen substantial growth in the sale of succulents
and Tillandsia. Loche attributes the popularity to
the “ease of care and handling, and the variety of
textures and colors which make them work great
with all types of décor.” She says they can be used
in cuts, gardens, potted plants, with cut flowers,
and combined with orchids and other flowering
material.
Loche notes the pricing of the plants can range
anywhere from $4 to $50, depending on what is
being stocked. She makes sure Roche Bros. hits a
couple of different price points in order to reach
different types of customers. While each Roche
Bros. store is different in terms of locale and size,
all typically carry and merchandise succulents and
Tillandsia with orchids. A benefit to the retailer is
there is little shrinkage, unlike more perishable
plants.
Growing and enjoying plants is a broadly
common hobby for consumers in California. There
are all kinds of clubs, societies, foundations and
organizations for plant passionate members.
Drought-induced water restrictions do not hold
back the purchasing power of consumers who buy
succulents and air plants. Cindy Raley, associate
category manager, produce and floral, with Raley’s
Family of Fine Stores based in Sacramento, CA,
credits the weather for the company’s success
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floralbusiness • Spring 2017
Merchandising tips: Accessorize the display with colorful, bendable wires such as the Tilly Hangers used in crafting with
air plants. Clearly indicate prices with signage and tags and offer different price points. Display products adhered to
colorful or clever ceramic containers throughout the year. Some purchases may be for the collectability of the container,
not necessarily the plant.
with water-wise plants. “The secret to our success
with succulents and air plants in California is the
drought.” Raley’s strong partnerships with growers
benefit floral customers year-round.
Presentation Counts
Bay City Flower Company, a fourth generation
family business based in Half Moon Bay, CA,
focuses on finished, high quality potted blooming
plants. Lisa Higaki, marketing manager, says,
“The succulent space is getting crowded, and it
is important to distinguish oneself. We focus on
custom-designed upgrades and look for succulents
that are unique.” According to Higaki, to beat
succulent fatigue, growers may need to focus on
creative ways to present their succulents and air
plants. “The world of succulents is endless in terms
of varieties, however, if you can present them in a
different and captivating way, it will also help to
stay ahead of the curve.”
Georgiev agrees and says LiveTrends does
not consider the company operating in the
horticulture business but rather in the home
fashion business. “It’s a paradigm shift. We start
thinking of accessories that don’t exist and how to
create something you can wear or hang — things
outside of the norm.” Before LiveTrends creates
something, a significant amount of time is invested
on consumer research. The company begins with a
concept, and then the design, and then discussion
about what is the best possible live good. “This way
application goes first, plant goes last even though
it’s the most important piece.” Georgiev describes
the process as: trend, concept, preview, model,
packaging, and live good. Before reaching to the
end product, LiveTrends has a core group of 3,000
consumers it turns to in order to gain feedback on
products. This makes the process of developing
products a lengthy one (18 to 24 months, according
to Georgiev), which requires patience and extreme
planning.
Partnering Is Meaningful
“We strive to be good partners with our
retailers,” says Genovese of ArizonaEast, which
works with independent gardening centers,
supermarkets and larger market retailers. While
there is some overlap in product, Genovese
says the company offers a level of exclusivity to
different markets. ArizonaEast uses social media
to communicate and educate customers. “We tell
them where we sell our product, about trends,
the inspiration behind products, and how to care
for plants.” The company continues developing
retail-ready products that consumers can grab
in the store and not have to transplant once they
are home. Genovese says the steps involved with
transplanting plants intimidate many customers.
Isley of Rainforest Flora has suggestions on how
to merchandize Tillandsia air plants. While many
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20
floralbusiness • Spring 2017
retailers put them in flats and baskets, he advises
everyday items.”
against it because the plants can stay moist for too
Genovese concurs. “A nice perk about
long and rot. “We use different colors of aluminum
succulents is they keep us busy all year. We’re trying
wire called Tilly Hanger in order to hang them up
to nudge customers to consider trying succulents
in the air, making them into an attractive air plant
all year.”
art chain.” Isley says this method gives retailers
Both Higaki and Isley have noted a pickup
additional dollar per square foot of floor space, and
for Mother’s Day sales. For Rainforest Flora, the
customers can become inspired as to how they can
big holidays also include Halloween and Dia de
have a living art chain in and around their homes.
los Muertos — or Day of the Dead. The Mexican
Higaki of Bay City suggests cornering off a
holiday includes gatherings of family and friends
certain area in a floral display specifically for
to honor those who have passed on. For Halloween,
Rainforest Flora produces Tillandsia air plants
succulents. Ideally the plants are organized
by color and size, and refreshing displays with
that are two or three inches across and are glued
different varieties are important
onto ceramic skulls, skeletons and
when trying to engage customers.
pumpkins in a variety of sizes and
price points. “Children in particular
“This trains the customer to go to
that specific area and see what’s
like them, and we sell out every
new, which will increase sales.”
year,” says Isley.
The sales team at Bay City works
closely with buyers and provides
Will The Trend Continue?
consultation about merchandising
Succulents and Tillandsia air
and the plant selection best suited
plants started becoming more
for each store’s customers.
popular around 2010, according
LiveTrends offers retailers a
to Isley. He says the trend will
large variety of solutions such as
continue as long as the move
Paul T. Isley III, author of Tillandpoint-of-purchase displays and sia: The World’s Most Unusual
toward urban living increases.
custom display racks. The company Airplants, speaks with trade show “People want plants they can enjoy
asks retailers to keep four to six attendee before autographing
and won’t take up a lot of space.”
the book.
LiveTrends items on a tray because
Georgiev says the smaller spaces,
grouping looks better and visually
which are typical in urban homes,
creates a theme. Prior to setting up the POP display,
makes vertical décor important. In addition, when
LiveTrends has a meeting to learn about the store
buying, people invest in landscaping but when
renting, people want a plant that is mobile. “It’s
and its customers. Georgiv notes retailers’ needs
differ – some may need small trays, giant items, or
a megatrend, not a fad, and the only question
racks. Each year LiveTrends offers 120 collections
is what’s next?” Genovese says succulents and
of original designs. “We provide our retailers a
Tillandsia air plants are becoming a classic and
diversity of offerings. The goal is to make each
are here to stay. Higaki is also optimistic on the
shopping experience unique and for customers
future of succulents and Tillandsia. She points
to have a treasure hunt.”
to Millennials as proof because it is a generation
that appreciates them for ease of care and
Purchasing Patterns Vary
manageability.
Loche has not seen any true pattern in sales
“If you are not in the succulent and Tillandsia
of succulents and Tillandsia air plants. “During
business, you should be. Just look in the magazines:
holiday times that include traditional plants, sales
they are there, and customers see them,” concludes
are slower. Succulents and Tillandsia are good
Loche.
fb
Spring 2016 • floralbusiness
Whether attending industry trade shows around the country or
conducting local store checks, products, announcements and
displays capture our attention.
Get A Grip
Transportability is the focus with this graband-go plant carrier that serves as a simple
handle for the potted item. It’s cute and uncomplicated. Retailers can easily store the flat sheets
of carriers and then wrap them around the potted
plants when shipments arrive. A common stapler
is used to attach the “handles” once the potted
item is inserted. The ideal scenario is to display
potted plants with the carriers already attached
to encourage take-out action from shoppers. The
water resistant grab-and-go item is manufactured
by Temkin International Inc., of Payson, UT.
Tatiana Perez, vice president of floral sales,
based in the Miami office of Temkin International,
says custom printing on the handle is available to
promote the store, a holiday or special event. When
asked about the handle feature Perez says when
developing the product the idea was to make the
plant easy to transport and fun to carry out as if
carrying a new purse.
TAKE-AWAYS: Never underestimate the power
of offering convenience. The KISS rule about
keeping it simple is best in floral where so many
shoppers are intimidated with the products, how
to select them and how to leave the store with
the purchase safely in their arms. Retailers
will appreciate the availability of customized
printing options, and consumers will welcome
the convenience. Let’s watch how long it takes
for consumers to pin recycled uses of the plant
carrier on Pinterest.
Editor’s Note: If you wish to comment on these items or have photos or information to submit, please send
an email to [email protected], or call Shaunn Alderman at (561) 703-4010.
21
IFE Floral.indd 1
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Alison V. McClelland
March 27, 1959 – January 16, 2017
Life is beautiful.
I
f you knew Alison, you will remember her sunshine smile,
her positive outlook on life and her distinctive ability to connect people with others. She loved music and she loved
to laugh. Alison was also curious, creative and courageous.
Born on Good Friday in Newport, on the Isle of Wight off
the south coast of England, Alison jokingly called herself an
island girl. She and her family traveled to America by ship in
1962, and at age nine Alison became a U.S. citizen. For a few
years, Alison and her family lived in Dar es Salaam, Tanzania.
They visited the game parks and reserves in Tanzania, Kenya and Uganda. She loved animals especially horses, dogs,
wolves, tigers and the other big cats. She even considered
becoming a veterinarian but changed her mind and switched
to the world of flowers and plants.
Alison earned a B.S. in Plant Science; Floriculture and Nursery Management from the University of California Davis. For
more than 35 years Alison was involved in all facets of the
floral industry. She had retail experience as a supermarket
floral buyer and for the past nine years worked on the sales/
supply side with floral importer Sunshine Bouquet Company
of Miami. She creatively developed several bouquet lines
exclusively for her customers including one called Blooming
Inspirations which featured bouquets presenting uplifting
sayings and famous quotes. Alison’s personal motto was
included – Life Is Beautiful.
Not everyone has a favorite warrior, but Alison, a breast cancer warrior herself, proclaimed Boudicca Queen of the Iceni
as her favorite heroine. History says Boudicca was a British
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Celtic tribal queen who led a major uprising around 60 AD
and was famous for her bold actions while representing the
human desire for freedom.
Toward the end, Alison was surrounded by flowers and
plants that were lovingly sent to her or brought by caring friends visiting her at home in Murrieta, CA. Alison’s
24-year-old son, Mo, and her 21-year-old daughter, Tori, saw
the friends, the flowers, cards, e-mail messages and the
outpouring of love for their mother. During this time Alison
told me in a phone conversation that in the end she believed
what mattered most in her life were her children and her
love of flowers.
Her February 17th memorial service was held at Mission San
Luis Rey in Oceanside. On that blustery day, hanging from
the branches of the trees dotting the cemetery were dozens
of wind chimes sounding shamelessly as the impending rain
storm approached southern California. Friends and family
members shared endearing stories about the thoughtful and
fun woman everyone treasured. Alison loved wind chimes.
An authentic friend and an adoring mother, Alison’s gentle
but determined spirit was never conquered. She lived her life
with love and she left her life with gratitude. During the final
weeks, aware of and full of anticipation of her continued journey, Alison included this message at the end of her e-mails:
“Thank you for being in my life.” fb
–E. Shaunn Alderman
FLORAL BUSINESS magazine
2/28/17 11:20 AM
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2/28/17 10:36 AM