| Featured Designer MARK HELD, MARK'S GARDEN It’s a long way from a part-time job at a small flower shop in Germany to owning a floral business that designs arrangements for some of Hollywood's biggest stars and biggest nights. That’s exactly what Mark Held did, and does. As a renowned designer, celebrated author, budding concert pianist and in-demand co-owner (with his partner Richard David) of Mark’s Garden in Sherman Oaks, California, Mark is not content to keep the status quo. In his book Fabulous Parties: Food and Flowers for Elegant Entertaining (co-authored by partner David and caterer Peggy Dark,) his sage advice includes, “Keep trying new things. Be inventive and explore new avenues when you entertain.” As he states with regards to his own work, “Each week I am given the opportunity to approach something new and different, and it is always a challenge. I feel that each time we do an event we have achieved something significant by accomplishing what we set out to do and almost always adding something new and going a step further. I am proud of that.” And from where does he draw his inspiration to continually reach new heights? “When I was in Germany, I was introduced to the European style of design. I had the opportunity to travel to Holland on several occasions. The Dutch market made a great impression on me. This was at a time when American florists were not using interesting imported flowers.” When he returned to the United States, this impression played a factor in the opening of Mark’s Garden, “I think I realized I wanted to start my own business when I realized that what I wanted to pursue was my own vision. Doing it for myself was the best way I could create what I wanted.” And create he does, to the delight of the celebrity elite. Mark’s Garden has designed the weddings for Adam Sandler, Kate Beckinsale, Jennifer Lopez, Avril Lavigne, Gwen Stefani, Heidi Klum, Shaquille O’Neill and, most recently, Ellen DeGeneres and Portia DeRossi, among others. Since opening Mark’s Garden in 1993, Mark and his team have worked on every Academy Awards Governor's Ball. They handle more than 100 orders, daily. Mark will admit that he knows plenty of celebrities, but Hollywood connections are no good without the quality and creativity to back them up. “I think we have made a lot of innovations in floral design and inspired a lot of other designers. From the day we opened Mark’s Garden and introduced our English Garden design to the event designs we have created. I am always pleased when others tell me that we have ‘raised the bar’ in floral creativity and set new standards. That’s what we consistently try to do.” While early influences provide initial approaches to one’s career, Mark stressed the importance of evolving personal styles, “That time in Germany was of course influential in my early approach to design, but if you are an artist or designer of any kind, you are influenced by everything around you. Many things can inspire you, from nature to fashion to performances of all kinds. I am always looking for something new so I pay close attention to everything visual in my environment.” He continues, “Not too long ago, we created floral décor for one of the most elaborate parties in which we have ever been involved. It was a Moulin Rouge theme at the Crystal Ballroom and Garden at The Beverly Hills Hotel. Just to give you an idea of it, all of the walls were draped in red velvet and the floors and stairs were recarpeted in red. I think we purchased every red rose in the universe for this party. It was quite stunning.” Mark admits that the big parties and events are great to work on but adds, “Some of the smallest weddings we do are the most rewarding. There are brides who have always wanted a Mark’s Garden wedding even if it consists only of a bridal bouquet, a few arrangements and petals down the aisle. When our brides are appreciative and grateful for what we do, it is always heartwarming and our greatest reward.” For someone constantly seeking new ways of approaching a challenge and unique ways of solving design questions, Mark shares his thoughts on where he sees the industry headed. “I see the floral industry, like many other businesses, becoming more challenging in the next few years because of the economy and the value of the dollar abroad. It will take smart, careful buying and close management to flourish in this environment. Traditional flower shops are in direct competition with the super market business- -and are not winning the battle. We need to always offer unique designs and new flowers and new services.” As for his personal course of action, “Find new colors and new ways of presenting them. It’s important to look for ‘new flowers.’ I like to buy the most interesting and unusual varieties I can find.” And will there be a sequel to his book? Mark answers, “The idea
for writing the book was appealing because the nature of what I do, creating
floral art, is so ephemeral. It’s here one moment and gone the next.
I liked the idea of creating a permanent record of some of the work we
do at Mark’s Garden. So, yes, there will be another book. Not necessarily
a sequel. But another book.” |