Goldsmith’s New Look

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Goldsmith's New Look

You could say the trials underwent an extreme makeover at Goldsmith Seeds this year. To make room for displays from new parent company Syngenta Flowers, Goldsmith took out all the benches that had been there for decades, cut them in half and relayed the floor to open up the space. The tables for dining were moved to the center of the greenhouses, with Goldsmith Seeds’ displays at the entrance and Syngenta Flowers’ on the other side. Both were organized in seasonal vignettes. Goldsmith worked with The John Henry Co. on merchandising concepts, including:
– Make It Simple to help consumers with combination plantings by indicating which plants are focal, filler and cascading. (thriller, filler, spiller)
– Zeroing on just a few colors at a time in a display to create new looks.
– Celebrating women, having fun with friends and flowers.
– Spring, the gift everyone is guaranteed to love.
We also saw two different custom pots that promote rudbeckia ‘Tiger Eye.’ Hot new introductions from seed include Big Kiss large-flowered gazanias, Cora Cascades trailing vinca and Mammoth pansies.

Delilah Onofrey directs Flower Power Marketing for the Suntory Collection. She can be reached at donofrey@gmail.com

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