(This article appeared in the July 2007 issue.)

The Whole World in Your Yard
Garden art with ethnic flair carves a niche with consumers.
By Scott and Ann Springer

Generations ago, Japanese women used lanterns to light the path from their village to the river to wash clothes. Others over the years have used lanterns to light up the night for guests enjoying an evening garden tea party. And still others have set the lanterns beside water features in their gardens to symbolize the yin and yang contrast of fire and water.

Lanterns are still used for practical purposes in watergardens, of course, but today's consumers also use products such as lanterns and other garden art pieces that feature an ethnic flair or historical significance for purely decorative purposes, says Christine Massarelli, the vice president of Massarelli's, a manufacturer located in Hammonton, N.J.

"People are rediscovering faith-based products, items that are symbolic of the past, and things that give them a feeling of tranquility," Massarelli says.

While Asian-influenced designs have always been big in watergardening in the United States, many cultures of the world have influenced manufacturers' designs, says Susan Regert, the owner of and artist for Z Garden Party, a Merced, Calif.-based manufacturer of garden art products.

"I think people like to pull from their background and try to bring their roots wherever they are," Regert says.

It's a Small World
Consumers aren't limited to their countries of origin when decorating their watergardens. Many instead seek to create a global atmosphere that reflects their own interests and not just their own heritage, Massarelli says.

Since traditional Japanese gardens are hard to replicate, many consumers create a hybrid design when pulling from Asian traditions, says Kevin Xu, the president of Pacific Home & Garden, Inc. based in Oakland, Calif.

"Most people now have what I call, ‘A fusion-style watergarden,'" Xu says. "They aren't quite Southeast Asian, and their not exactly Japanese, but instead are a blend of their personality, or a chasm of themselves."

Asian-influenced design has really made a comeback. "Five years ago sales in this area really started to climb," Massarelli says.

European gardens, by contrast to the serene and natural Asian gardens, lean toward the formal and grand. "European-theme gardens tend to have big fountains made of concrete or marble," Xu says.

Also from the Western world, Celtic-styled watergarden accessories, such as leprechauns and crosses, are carving their way into the now global market, Massarelli says.

Xu says sales of ethnic pieces in his collection are about 80 percent Asian inspired and about 20 percent Mediterranean. But the U.S. market for ethnic watergarden decorations is not limited to these two regions anymore and now incorporates cultures from six continents.

For example, "African art is very popular," Massarelli says. "Different animals, like elephants and monkeys, have different meanings culturally."

Representing Mother Earth
Some watergardeners want items that remind them of indigenous cultures and reflect the indigenous spirit in both style and color.

Large pottery pieces, such as jar and urn fountains, help them create this ambience. Large pottery pieces have been extremely popular in the past few years, Xu says.

"They just look natural in a watergarden," Xu says. "They're handmade and have a rustic feel that is influenced from fountains in Southeast Asia."

Xu says he styles his pieces after the styles and colors found in many watergardens in countries such as Thailand and Laos, where nearly every home has a watergarden, even if it's small in size.

Tall, hand-glazed pottery with ethnic flair decorates not only fountains but also may stand in place of statues, says Mike Mahoney, the owner of Mahoney's Garden Centers, a small chain in the Boston, Mass. area.

"Some are as tall as six feet and are only two feet wide," Mahoney says. "People are buying them and leaving them empty instead of planting plants in them and using them as vases."

These internationally inspired pottery pieces are slowly replacing traditional statues in popularity, Mahoney says.

Standing Tall
However, not all statues are out of vogue.

Statues of Buddha remain good sellers for consumers looking to create a meditative state in their watergarden, Xu says.

"Buddhas really originate from African culture," Massarelli says.

While tribal praying statues commonly replace Buddha in the Thai culture, Xu says.

All of these statues, which reflect philosophy more than religion, appeal to buyers because they encourage a slow pace of life, Xu says.

"People are looking to incorporate those elements of meditation and relaxation into their watergarden so that their whole environment will seem more calm and serene," Xu says.

Pagodas, lanterns, and other statues continue to be staples in the ethnic garden art category but have declined in sales as compared to their height in popularity several years ago, Xu says.

Globally inspired colors and textures are spicing up garden art staples and driving sales, Massarelli says.

For example, the warm and rich earth tones from Malaysia help accessories of all kinds sell briskly when paired with a molten finish.

"Color schemes can prompt sales of different ethnic items," Massarelli says.

Materials Matter
Using indigenous materials can also give a traditional product an ethnic touch.

Bamboo products have stayed popular with consumers trying to create an ethnic ambience in their watergarden, says Mahoney, who has sold loads of bamboo products and screens.

Bamboo spouts and other accessories covered in this lightweight wood are helpful for coordinating an entire look in a consumer's watergarden.

Large metal pieces of garden art have exploded onto the market, currently flooded by small-scale art pieces. "People are looking for larger things for their yard," Regert says.

Dragons and other ethnic-themed art pieces, which are freestanding, offer gardens an added punch.

"They work great with an Asian influenced water motif," Regert says. "It gives a lot of different appeal."

Granite has also become a popular material in ethnic pieces despite its expense, Mahoney says.

"Granite will continue to be welcomed by customers because you don't have to deal with it freezing or breaking," Mahoney says.

Enhancing Sales
Be aware of the cultural make up and styling preferences of your clientele and stock your shelves accordingly.

For example, Mahoney purchases cabbages and leafy greens native to Cambodia to appeal to consumers who shop at one of his stores, located in one of the largest Cambodian populations in the United States.

"Certain plants really sell well at this location but may not sell as well at some of the other locations," Mahoney says. "Those are things they recognize from their culture."

Try cross-merchandising ethnic garden art with plants from corresponding corners of the world, Mahoney says.

"You should display the whole package and not just keep it categorized by pottery or accessories," Mahoney says.

Setting up a display in its entirety can increase sales by 50 percent, Xu says.

Even small stores can make a big splash when displaying ethnic garden art pieces, says Barbara Moeller, the co-owner of Water Gardens Galore in Dallas, Texas.

Moeller increased her sales by placing a bamboo screen behind several plants and combining a tall urn and an oriental lantern to create a miniature watergarden in her shop.

"I don't have a lot of space to do a lot of big displays," Moeller says. "But I always try to have several small displays, with water features moving, to give customers an idea of what it will look like."

Scott and Ann Springer are regular contributors to the magazine.