Walk into any nursery, florist, or supermarket, and you’ll encounter displays of dozens of gorgeous flowers, from chrysanthemums to orchids. At one time these fanciful blooms were the rare trophies of the rich and influential—even the carnation, today thought of as one of the humblest cut flowers. Every blossom we take for granted now is the product of painstaking and imaginative planning, breeding, horticultural ingenuity, and sometimes chance. The personalities of the breeders, from an Indiana farmer to Admiral Lord Gambier’s gardener, were as various and compelling as the beauty they conjured from skilled hybridization.

In Visions of Loveliness: Great Flower Breeders of the Past, Judith Taylor wrote engagingly about the vivid history and characters behind eighteen types of popular flowers. In this companion volume she uncovers information about another eight familiar flowers: poinsettias, chrysanthemums, gladioli, pansies, carnations, water lilies, clematis, and penstemons.

Taylor has tapped into an enormous trove of stories about extraordinary people with vision and skill who added to our enjoyment piece by piece, starting about 150 years ago. This beautifully illustrated book will please flower enthusiasts, gardeners, and history buffs alike.

A nineteenth-century entrepreneur’s bold, innovative marketing helped transform flower gardens into one of America’s favorite hobbies.

“There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.” So states a customer’s 1881 letter—one of thousands James Vick regularly received. Vick’s business, selling flower seeds through the mail, wasn’t unique, but it was wildly successful because he understood better than his rivals how to engage customers’ emotions. He sold the love of flowers along with the flower seeds.

Vick was genuinely passionate about floriculture, but he also pioneered what we now describe as integrated marketing. He spent a mind-boggling $100,000 per year on advertising (mostly to women, his target demographic); he courted newspaper editors for free publicity; his educational guides presaged today’s content marketing; he recruited social influencers to popularize neighborhood gardening clubs; and he developed a visually rich communication and branding strategy to build customer loyalty and inflect their purchasing needs with purchasing desire.