Its Cineraria Maritima, half-hardy annual, can be sown from seed from January to March under glass and planted out in May in the U.K.

You beat me to it, Jimmy! I have a cold frame full of cuttings I did about 6 weeks ago, Daisy, and they seem to have rooted reasonably easily. I just have to get them through winter now and I'll be planting them out in about April. Since you live in California, though, I imagine you could try cuttings at most times of the year. I cut mine back quite hard in autumn, because they can get quite straggly, and they seem to come back well every time the following year. They look good in tubs with their pale colour setting off scarlet geraniums and other brightly coloured flowers really well.

If your winters are mild this should survive - I've had them survive winters here in London.

Thanks for the ID. Is it also called Dusty Miller ?
I guess it should withstand the Californian winter. Will try with the cuttings in a container. Hope it roots well !

dusty miller refers to a differnt plant Lychnis coronaria. I have these survive winter in east yorkshire. they even came through last winter's snow.