Monthly Archives: September 2013


Not Since the 1960s!

Can you imagine! Not since the late 60s has a new book on judging floral design been published in the United States.
Enter: “A Fresh Look at Judging Floral Design” by Hitomi Gilliam AIFD and Kathy Whalen AIFD.

Flower designers pursue a never-ending quest for beauty and excellence. They constantly evaluate their work to see ‘if this flower placement is at the ideal angle’ ‘if, when that line is elongated, it intensifies emotion and tension,’ etc.

Gilliam and Whalen use a fresh unprecedented approach to guide arrangers, teachers and judges regarding important aspects of floral design and judging. Though it has many pictures, the book is subject-matter oriented. They provide rich and innovative content that is not found elsewhere. The book is subject-matter oriented and incorporates hundreds of images to make the book’s message more meaningful.

The book’s audience is anyone who loves flower arranging. If they want to do it better and acquire a 21st century perspective on arranging and judging, this book has the breathe of knowledge to propel them forward. It is intended for groups at all skill levels such as hobbyists, vocational school students, World Skills youth, students of design, garden club members and professional designers. Judges and teachers will appreciate the carefully researched content that introduces powerful and progressive insight for explaining and evaluating today’s designs.

Unlike how-to books, “A Fresh Look at Judging Floral Design” demonstrates why arrangements work and don’t. Its graphic presentation makes the content reader-friendly. The 464-page book is filled with 338 full-color images and includes 20 charts, 39 exercises, a wealth of checklists, a dictionary and an annotated list of resources. There is also a CD with 25 images for practice-judging, more than 1000 botanical and common names as well as extensive vocabulary lists for creating expressive critiques. It is a contemporary resource designed for personal growth.

The book is written by two highly regarded flower industry professionals. Both are award-winning designers with impressive credentials who are tops in their field. They have created an innovative reference for an audience that is thirsty for information beyond beautiful pictures.

“Destined to become the standard reference icon for years to come.” is how Jim Johnson, AAF, AIFD, TMFA, Distinguished Lecturer and Director Emeritus, Benz School of Floral Design of Texas A&M University puts it.

September 30th, 2013|Tags: , , , , , |

Publisher’s Overview

Hitomi Gilliam AIFD and Kathy Whalen AIFD have combined their talents to write, design and illustrate a book embracing innovative approaches for judging today’s floral designs. What judges need to know is the same body of knowledge that all designers, competitors and teachers need to know so each can achieve their personal best.

Designer, teachers and judges have patiently anticipated the publication of “A Fresh Look at Judging Floral Design“, which has been many years in the making. The book presents extensive coverage of critical topics. Much of the content is new material that provides a contemporary perspective for floral design in the 21st century. Valued information on judging, previously found only in word-of mouth conversations or in workshop notes, has also been put into print. And, of course, tried-and-true subject matter that has stood the test of time is a component of the book.

Yes, this is the robust book people have been waiting for and it’s full of contemporary insights – a unique blend of old and new material.

BCFL Group, Publisher

September 29th, 2013|

Book Ordering Made Easy

A Fresh Look at Judging Floral Design” is available for online purchase. Our goal is to provide excellent service to buyers.

Orders for 1 to 16 copies
      Book orders of 1 to 16 books for continental 48 states will generally be shipped within 24 hours Monday thru Friday and should arrive within 3-5 business days after being shipped. Please allow a little more time to remote locations. Larger orders may need an additional day.


Purchase 1 to 16 books shipped within the Continental 48 States

20% Discount Available for 2 or More Cases of Books
    Customers ordering 2 or more cases of 8 books (a total of 16 books) will receive a 20% discount when books are shipped to the same address.
Orders for More Than 16 books, or Orders to Alaska and Hawaii, or International Orders
      The process for these orders will include receiving a shipping quote, usually within 24-48 hours, Monday thru Friday. Each country has practices that may also influence delivery time.


Other book purchases

    If more than one book is purchased, the package is double-packaged to provide additional protection during shipment. Books shipped internationally, even single books, are also double-packed.

BCFL Group, Publisher

September 23rd, 2013|

Praise from Tomas De Bruyne

Tomas De Bruyne contributed to ‘A Fresh Look at Judging Floral Design’ with his wonderful Foreword. Concluding the foreword, Tomas writes:

“The book devotes the necessary attention to this topic and is worthy of carrying the title, ‘A Fresh Look At Judging Floral Design.’ This work is not a coffee table book but rather a reference book offering guidance to the reader who dares to confront his or her inner self, which is a necessity as a juror. This book should get a front row spot in the bookcase of each floral designer who wants to push and/or cross his or her boundaries.

I am of the opinion that the two authors supplement each other very well and in doing so have created a book that covers all aspects in an inspirational and balanced manner.”

Read the rest of Tomas’s foreword in ‘A Fresh Look at Judging Floral Design.’

September 16th, 2013|Tags: |