If you’ve ever wondered about the origins of your flowers or are eager to delve deeper into the intricate world of florals, Williee Armellini’s book, "Flowers Come From Where?" is an absolute must-read. It’s a celebration of nature’s beauty and a fascinating behind-the-scenes exploration of the floral industry. After joining the latest SAF NextGen Happy Hour, our team dove into this book, and we were amazed by how much we learned about the journey flowers take from the field to your hands. The stories Williee shares are eye-opening, revealing the complexity and dedication involved in every bloom.
Williee Armellini was practically born into the floral industry, growing up surrounded by the hustle and bustle of the family business. From a young age, he helped his father and uncle with various tasks, gaining firsthand experience in the trade. His World War II veteran father laid the foundation for the Armellini family business by acquiring a truck to transport floral products. This truck became the backbone of their operations, and young Williee found himself delivering goods to the New York City flower market in the middle of the night. He paints a vivid picture of those early mornings, with florists picking out blooms under the dim streetlights and occasionally encountering the more unsavory characters that come out at that hour.
Williee and his brothers also shoulder the responsibility of maintaining the trucks and products, a task that wasn’t always glamorous. He humorously recalls how they would bribe each other to avoid being the ones stuck cleaning out the rotting remnants left in the trucks.
As his career progressed, Williee became deeply involved in the flower-importing sector. One of the most gripping sections of the book recounts his experiences working with federal agents to catch drug smugglers who attempted to hide illegal substances in flower shipments. It’s a chapter that showcases Williee’s knack for storytelling.
The Armellini family played a pivotal role in hosting industry gatherings long before the major events we know today became popular. These gatherings offered a unique opportunity for like-minded individuals in the floral industry to connect and build relationships, helping their businesses grow. Reflecting on those times, he fondly recalls the fun and camaraderie that everyone shared at these events. During the NextGen Happy Hour, he hinted that we’d be surprised by the behind-the-scenes efforts that went into making these gatherings happen. It took a lot of heart and hard work to pull them off successfully.
Throughout the book, Williee pays tribute to many influential figures who have shaped the floral industry into what it is today. He shares the wisdom and stories of industry leaders like Pete Garcia, Richard Hagstrom, and Marco Groot, offering life lessons that resonate far beyond the floral community. One quote from Dean Rule of Connectiflor/ E.G Hill recounts the perfect formula for growing flowers: "Altitude will determine what you grow, Longitude will determine where you grow, Latitude will determine where you sell, and Attitude will determine your success." ("Flowers Come From Where?", Pg. 21)
The book also dedicates a special section to the growing influence of women in the floral industry. Despite floriculture being traditionally male-dominated, the past decade has seen women making significant strides and creating a lasting legacy. Our very own CEO, Corrine Heck, is mentioned for her groundbreaking work in founding Details Flowers Software, a testament to women's impact in this field.
"Flowers Come From Where?" is filled with familiar names and stories that provide a rich history of logistics, importing, and the evolution of the floral industry. We highly recommend this book to anyone who understands the industry's roots and the incredible journey behind every bouquet. If you’re interested in purchasing a copy, visit the website today!
We had Williee on as our Details University LIVE Guest in January of 2024, and he recounts much of the history mentioned in this book. Click here to view the recap of the session!
About Williee Armellini
Williee Armellini, AAF, a distinguished figure in the floral industry, serves as the President and Editor of Flowersandcents.com. With roots embedded in his family's floral legacy, Williee has not only inherited a passion for flowers but has elevated it through his experience. What sets Williee apart is his familial connection to the floral world and love for exploration. Williee's professional trajectory took him across the globe, providing him with the unique opportunity to view the diverse and vibrant floral industry internationally. Williee Armellini has become the go-to authority for all things related to flowers. Flowers and Cents stands as a testament to his dedication to the industry, serving as the ultimate one-stop shop for floral enthusiasts, professionals, and anyone seeking to stay on top of the latest news and happenings in the floral world.
About Flowers and Cents
Flowersandcents.com was launched in 2001 as a message board. It was created in response to USA Floral Products going out of business and leaving a gap in floral industry news. The message board quickly became a lively hub for anonymous posters, with Williee Armellini as the host.
As social media platforms emerged and gained popularity, online discussions gradually shifted towards outlets like Facebook. In response, Williee transformed the site into a news and information resource where floral industry professionals could share updates and stay informed on the latest developments.
Today, Flowersandcents.com and the accompanying newsletter continue to deliver up-to-date news on all things floral.