Pride of Madeira (Echium candicans)  blooms along the  Santa Monica Beach Boardwalk  on Monday, March 6, 2006. Pride of Madeira is a large evergreen shrub-like woody perennial with small white or purple blossoms in dense 20" long cone shaped clusters; this plant flowers through spring and ends by the start of summer. Pride of Madeira is from the borage family (boraginaceae) that grows up to eight feet in full sun.