A new consumer bridal magazine, Bride & Bloom, gives flowers equal billing with the myriad other bridal accessories -- and pushes readers to use local florists.

"I can't say enough about this magazine," says Tina Rojahn Elsafy of Rojahn and Malaney Company Wholesale Florist in Milwaukee.  "It does such a service for the floral industry."

The Bride and Bloom, a quarterly publication, is so popular in Milwaukee that Rojahn and Malaney is out of the current issue, with customers already clamoring for the fall installment (due out later this summer).

"We initially ordered 40 copies, but we sold out in just a few days," says Rojahn Elsafy, who heard about the magazine after a retail customer mentioned it to a sales team member. "It has our salespeople fired up, our buyers excited and customers are trying to 'steal' our [display] copy. It's a riot."

What's so special about The Bride and Bloom? "It's drop-dead gorgeous, and unlike other bridal magazines that are 75 percent ads, this magazine is all meat," Rojahn Elsafy says. "It really directs people to use a professional florist, to savor and delight in flowers all year round."

The magazine also includes pullout care and buying guides for flowers and features "real" weddings, submitted by readers.  Plus, the trend information is "spot on," says Rojahn Elsafy, who is a member of SAF's Board of Directors. "It's just filled with information."

Look for more on The Bride and Bloom in an upcoming issue of Floral Management magazine.

--Mary Westbrook
mwestbrook@safnow.org

 

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