December 2017 Issue: Slow Flowers Journal in Florists’ Review

Florists’ Review celebrated its 120th Anniversary in December 2017 and Slow Flowers Journal is a beautiful part of this issue. . . read on!

The fresh and inspiring content you read each month in the print edition of “Slow Flowers Journal” is timely, intended to deliver equal parts inspiration and information for you and your floral business.

This editorial project resides in the pages of Florists’ Review — and I’m excited to share Issue No. 5 from December with you here. There is no shortage of creativity among the Slow Flowers Community and you’ll love these stories about progressive and innovative floral designers, farmer-florists and other leading voices in progressive floristry.

We’ve excerpted December’s stories and articles for you here, including downloadable PDFs of each article so you can read them on your computer, tablet or smart phone. We can’t post live links to digital stories, so if you want your own edition, now’s the perfect time to SUBSCRIBE!

Here’s a peek at the features and columns from the December issue. Enjoy!

FLORAL NOTES: Musically-inspired bouquets reflect a Wine Country florist’s operatic background

Our feature story, “Floral Notes,” is a lovely conversation with Betany Coffland of Chloris Floral, based in Petaluma, California. The article begins:

Can flowers evoke an emotional response similar to the way beautiful music moves a listener? Opera singer Betany Coffland, now a floral designer, says yes. And after initially trying to keep her two “lives” separate, this talented performer now blends her passion for classical music with her business Chloris Floral, resulting in a highly personal platform for her marketing and branding efforts.

Download the full article here: FLORAL NOTES


In our ongoing series to shine a spotlight on makers and manufacturers keeping things here at home, Offray Ribbons is the subject of December’s “Made in the U.S.A.” feature.

It’s exciting to know that such a gorgeous array of ribbons, colors and widths are still woven and dyed at domestic mills — keeping things as local as possible.

You can learn more at Berwick Offray (wholesale) or Lion Ribbon (retail).

Download the full article here: MADE IN THE USA


How are creative florists drawing from the garden, nature and flower farms for their designs and why are so many turning to “growing their own” as a way to differentiate themselves from the masses?

As part of my ongoing series about “Florist-Farmers,” “Gardener-Florists” and “Forager-Florists” (you can choose which title fits you best!), the December article highlights how Portland, Maine-based florist Rayne Grace Hoke works within the wonderful environment of a plant nursery and retail garden center called O’Donal’s Nursery. Her design materials are unlike anything available on the marketplace — tens of thousands of plants and a vast display garden from which to snip and clip.

Read the full article here:  THE GARDENER-FLORIST


Another ongoing feature shines the spotlight on retail florists and their domestic and local sourcing practices. Jan Lorrey of Newbury, Massachusetts-based Jan Lorrey Flowers tells us how and where she procures Massachusetts, New England-grown and American-grown flowers for her thriving full-service retail store.

Read the full article here: MASSACHUSETTS GROWN

LOVE THIS?! Want to see more?
Subscribe to Florists’ Review and read our bonus Slow Flowers Journal content at the special rate of $21 for 12 issues — 62 percent off the cover price! Click here to subscribe online or call 1-800-367-4708.

Debra Prinzing

Debra Prinzing is a Seattle-based writer, speaker and leading advocate for American-grown flowers. Through her many Slow Flowers-branded projects, she has convened a national conversation that encourages consumers and professionals alike to make conscious choices about their floral purchases. Debra is the producer of, the weekly "Slow Flowers Podcast" and the American Flowers Week (June 28-July 4) campaign. Debra is author of 11 books, including Slow Flowers (2013), The 50 Mile Bouquet (2012) and Slow Flowers Journal (2020). She is the co-founder of BLOOM Imprint, the boutique publishing arm of Slow Flowers.

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Slow Flowers Journal is brought to you by Slow Flowers is an award-winning online directory created to help consumers find florists, studio designers, wedding and event planners, supermarket flower departments and flower farmers that supply American grown flowers. Founded in 2014, the site has grown to 850 members across the U.S.


Media Contact:

For more information, please contact Debra Prinzing
at 206-769-8211 or 844-SLOWFLO (844-756-9356); debra(at)