By Jill Brooke

It’s not a surprise that many florists dream about creating an exhibit at the prestigious PHS Philadelphia Flower Show. After all, the Philadelphia Flower Show is the United States’ largest and the world’s longest-running horticultural event and features stunning displays by some of the world’s premier floral and landscape designers. Started in 1829 by the Pennsylvania Horticultural Society (PHS) the March show introduces the public to some of the world’s most celebrated floral stars and flower design installations.

Yes, it is a crowning achievement to be there. And yes, it will be on a florist’s highlight reel for the rest of his or her life. However, as many florists who present there warn, it is also a ton of work and requires far more skills than large Instagram followings and buckets of beautiful blooms.

“This is a 10-day show with a three-day set up,” says Bill Schaffer, AIFD, AAF, PFCI, co-owner of Schaffer Designs in Philadelphia, Pa., who along with his wife, Kristine Kratt, AIFD, PFCI, have, over many years, won numerous “Best in Show–Floral” cups as well as other trophies and medals. “It takes a full understanding of how to keep flowers day-one fresh for a long period of time in multiple environments from 90-degree hot—from the crowds of 25,000 attendees—to dips at night that can go as low as 40 degrees. Plus, there are diesel machines and Caterpillars moving around, which also impact flowers, and you need to have working relationships with contractors and unions.”

Furthermore, florists need connections to growers and flower sources because many of the installations at the show require thousands of blooms. There is also a need for many assistants and volunteers. Although the Philadelphia Flower Show gives a nice budget to those who win the coveted slots, many florists also contract sponsors to enhance their budgets and, thus, creativity.

But it is worth all the effort, says Jennifer Reed, owner of Jennifer Designs in Mullica Hill, N.J., calling it a “creative and adrenaline high.” “I like the creativity aspect of it, and my clients are proud that I’m part of it,” she says. “It can help your business, but you really do it for your own creativity as an artist.”

Any florists, Pearsoll says, can apply to exhibit on the show’s website (phsonline.org/the-flower-show). However, before applying, consider the following realities.

So where does one start? Seth Pearsoll, creative director and vice president of the Philadelphia Flower Show, is responsible for the strategic, creative and exhibition content of the show. He tracks the most celebrated florists in the world. The show then invites these artists to be part of this prestigious event. Examples from the 2023 show include Los Angeles-based floral-designer-extraordinaire Jeff Leatham, who dotted the landscape with thousands of ‘Pink Floyd’ roses for a spectacular effect, and Harijanto Setiawan, owner of Boenga Flowers in Singapore, who created an immersive and interactive maze of cutting-edge floral design, lighting and experiential elements. Setiawan’s exhibit, titled “Florid Electron,” won the “Best in Show–Floral” cup and “The Mayor’s Trophy” for the “most innovative or unique design or use of floral, plants or products.”

1. Apprenticeship

Reed says she spent “years” volunteering at the show and “learning her craft” before earning her spot with a large installation. “You get to meet the people and see what and who is involved with the show,” she says.

For the 2024 show, running March 2-10 and themed “United by Flowers,” Schaffer Designs has 30 assistants for its 65,000-square-foot installation. Eleven are coming from around the world, 13 are from states including California, New York, Arkansas, Florida, Delaware and Minnesota. Only six are local florists. Furthermore, they are coming to be part of the Schaffer Design team even though there aren’t funds for either airfare or hotels. Nor do they get paid.

The hours are also intense. “We work from 7 a.m. to 5 p.m. the first day, and then closer to the show opening, it’s more like 7 a.m. to 8 p.m.,” Schaffer says. “Last year, we didn’t finish working until 3:15 a.m., just before the judges came a few hours later.” In fact, Schaffer and Kratt had wanted people to leave, but the team wanted to see the completion of all the hard work and stayed till the wee hours.

Olga Ramirez, AIFD, the “cash-and-carry captain” at Jet Fresh Flower Distributors in Miami, Fla., apprenticed last year with the Schaffer Designs team. “I learned so much from Kris and Bill,” she says. “These are different skills than what I usually do.”

Schaffer and Kratt are known for caring deeply about “apprenticing” the talents of the industry to “learn the ropes” of what creating a display for the show entails. “We, as educators, have found joy in the floral-sharing opportunities,” Schaffer says. “For all the hard work, we also have a lot of fun. It’s very rewarding to do this type of work.”

2. Days Away from Your Business

The team at Polycarp Flowers, in Summit, N.J., did a fantastic job last year, winning the “Phyllis M. Craig Award” for the “floral major exhibit demonstrating the best use of color in flowering and/or foliage plants,” but it also required owner Daica Skrobala to be in Philadelphia for two weeks. This doesn’t include the amount of time conceiving the project and back-and-forth conversations with the show brass.

Not only must someone be at the exhibition, but he or she must also prepare months in advance for the installation. These are massive commitments of time and resources, and there is also little time to juggle other work while creating an exhibit prior to the opening of the show. Therefore, florists must look at this commitment realistically. Many volunteers use their vacation time for this opportunity.

3. Timing

When designing for a big wedding, you may be the only one in a venue. At the Philadelphia Flower Show, you will be coordinating a schedule with all the other exhibitors. Therefore, there is zero wiggle room when it comes to the timing of your deliveries. Furthermore, because your exhibit may have been conceived six months before the March show—designs are considered for approval in October—inevitably, you have to be adaptive.

Carolyn Daley-Brady, AIFD, a freelance floral designer in Philadelphia and one of the designers for the American Institute of Floral Designers North East Chapter’s 2023 “Bronze Medal”-winning exhibit, had hoped for copious Amaranthus for her part of the installation. What did she do when it wasn’t available to her in March? She resourcefully found yarn that mimicked the look of the pendulous botanical. Others have back-up plans with alternate flowers or foliages.

4. Flower Deliveries

It is true that florists at the show are both generous and collaborative. It is in everyone’s best interest to have a great show and that each exhibit be spectacular. Inevitably, some flowers will wilt too soon or need refreshing. When ordering flowers, anticipate needing more than you think you will. Factor this into the cost. The elements of an indoor space can be wonky, and you want to be prepared. As we all know, you can never have enough flowers. This is the one time you may want to splurge more for the mental rewards, if not financial ones.

5. Unions

Most florists rarely work with unions. If a tech guy comes over and asks if you want any help with electrical work, don’t think he is your friend or colleague. For any work that may be done, even if it’s for literally two minutes to find electrical outlets, you will be charged for not only an hour but also, possibly, a two-person crew when it was only one person.

Therefore, have as much of the installation completed as possible before asking for electrical help because it can add thousands of dollars to your bill at the show. This often happens to first timers. “We work hard to educate people on relationships with the unions,” Pearsoll says. The recipe for success, therefore, includes not only the design but also the mechanics, electrical and staff relationships. Plan in meticulous detail what you will need so that a union worker doesn’t have to help you frequently and can do the work efficiently without you cursing yourself for not being better prepared. 

Pearsoll’s team at the Philadelphia Flower Show are a savvy bunch, and they’re in the business of wanting you to succeed. Furthermore, Pearsoll is also a flower and plant guy, so he is helpful in mapping out designs in the early stages as well as the execution. There is also a Philadelphia Flower Show liaison, Ron Mulray, AIFD, owner of Philadelphia Flower Co., in Philadelphia, who acts as a “sounding board” for floral exhibitors, helping them anticipate their needs and realistic costs.

“We want everyone to have a good time as well as succeed,” Pearsoll says. “It’s a commitment in the best sense, an opportunity to rise to the occasion.”

The floral industry is blessed in many ways, and one of those is having such a wealth of phenomenal opportunities to learn, network, socialize, be inspired, get rejuvenated and travel, by way of the myriad conventions, conferences, expositions and trade shows that are produced annually and bienially. Here are our top 50 picks of world-class national and international events to consider attending in 2024, most of which provide a combination of all the aforementioned opportunities. Regardless of one’s current interests, goals, and career status and position, our industry offers something for everyone. Plan now to attend at least one of these in the coming year; doing so will, most likely, change both your business and personal lives for the better—and forever.

Tropical Plant Int’l. Expo (TPIE)

Jan. 17-19

Fort Lauderdale, Fla.

tpie.org

If you’re looking for a plant show to attend, the “Tropical Plant International Expo” (TPIE) is the trade event in the U.S. showcasing the latest trends in foliage, flowering and tropical houseplants. The TPIE trade show comprises 185,000 square feet of live plants, creating an “indoor garden” of showstopping displays. Events include 16 education workshops and the “TPIE Road Show,” a tour of five of Florida’s top foliage plant production operations.

IPM Essen Int’l. Horticultural Trade Fair

Jan. 23-26

Essen, Germany

ipm-essen.de/world-trade-fair

This international trade fair for plants is the world’s leading trade fair for horticulture. It is the only specialist trade fair to cover the entire value chain of plants, including production, technology, floristry, garden features and the point of sale. It offers attendees a comprehensive market overview and many multifaceted novelties, including the newest botanical displays, innovative technology and trendy floristry.

SAF Next Gen Live! 2024

Feb. 25-27

San Diego, Calif.

safnow.org/events-education/next-gen-live

“SAF Next Gen Live!” was created to engage floral professionals 45 years of age and younger by exposing them to various facets of the industry and enabling them to develop leadership skills and network with peers. During this event, presented by the Society of American Florists, participants—including retailers, wholesalers, importers, growers, breeders and manufacturers—will tour flower farms and progressive flower shops, network, and attend education sessions tailored for their generation by their generation.

IFPA “The Floral Conference – Anaheim”

Feb. 27

Anaheim, Calif.

freshproduce.com/events

Hosted by the International Fresh Produce Association (IFPA), “The Floral Conference—Miami” is a marketing- and consumer-focused conference that will provide floral professionals with opportunities to network across the supply chain and discuss the latest consumer and industry trends as well as how to bolster sagging summer sales and grow nonholiday sales year-round.

PHS Philadelphia Flower Show 2024

March 2-10

Philadelphia, Pa.

phsonline.org/the-flower-show

The “PHS Philadelphia Flower Show” is both the nation’s largest and the world’s longest-running horticultural event, featuring stunning displays by premier floral and landscape designers from around the globe. Started 195 years ago by the Pennsylvania Horticultural Society, the show hosts acres of garden displays, esteemed competitions in horticulture and artistic flower arranging, gardening presentations and demonstrations, special events and the “Philadelphia Flower Show Marketplace.”

WF&FSA Floral Distribution Conference

March 3-6

Miami, Fla.

wffsa.org

Hosted annually by the Wholesale Florist & Florist Supplier Association (WF&FSA), the “Floral Distribution Conference” features the latest innovations in the floriculture industry—new varieties of cut flowers and foliages, the hottest floral accessories and supplies, and the most current technologies—and attendees can also establish new and long-lasting supplier connections. Events include open-forum discussions of current important topics including labor, staffing, transportation, logistics and technology, to name a few; the “Leland T. Kintzele (LTK) Award Ceremony”; and plenty of networking opportunities including a dedicated breakfast, lunch, evening party and “VIP Reception.” Retailers are welcome and encouraged to attend.

Tulip Festival Amsterdam

March 21-May 12

Amsterdam, Netherlands

tulipfestivalamsterdam.com

“Tulip Festival” is a showcase tour of blooming tulips at 85 locations throughout Amsterdam, including public areas of the city, the tulip gardens at Keukenhof, the gardens of the city’s museums and hotels, notable buildings in the city center and various districts of Amsterdam, and the outdoor tulip fields of flower farms outside of Amsterdam. On April 20, don’t miss the 77^th “Flower Parade” (Bloemencorso Bollenstreek)—the Netherlands’ equivalent of the “Rose Parade.” All displays in public areas are free to enjoy while tickets are required for admission to some museum gardens and other events.

SAF Congressional Action Days

SAF is taking its Congressional Action Days (CAD) to the next level in 2024 with CAD 365

What is CAD 365? How is it different from Congressional Action Days? 

Rather than limiting SAF members to one day on Capitol Hill, we will set up targeted meetings between floral industry members and congressional offices multiple times a year, when advocacy is needed most on key issues.  

During those targeted meetings, floral professionals will visit Washington, DC and meet with the congressional offices that influence the issues they care about during the most opportune times of the year to discuss them. 

In addition, as part of the CAD 365 strategy, SAF will help coordinate congressional visits to member companies who are interested in hosting their senator or representative. This way,  members of Congress will see firsthand the depth – and needs – of the floriculture industry. 

safnow.org/events-education/congressional-action-days

IFPA “Women’s Fresh Perspectives Conference”

April 7-9

Orlando, Fla.

freshproduce.com/events

The “Women’s Fresh Perspectives Conference,” presented by the International Fresh Produce Association (IFPA), exists to cultivate women’s potential and to be the catalyst for a vibrant global produce and floral industry through the leadership, development and participation of women. Women benefit from more effective leadership training that is informed by, shaped by and focused on women’s perspectives—training developed through a “gender lens.”

RHS Chelsea Flower Show

May 21-25

London, England

rhs.org.uk/shows-events/rhs-chelsea-flower-show

Perhaps the most famous flower show on Earth, the inimitable “RHS Chelsea Flower Show,” produced by The Royal Horticultural Society (RHS), features showstopping horticulture and garden designs, glorious floral displays, peerless exhibitors and exclusive shopping. It’s definitely a bucket-list experience.

Floriexpo

June 5-7

Fort Lauderdale, Fla.

floriexpo.com

“Floriexpo”—formerly known as the International Floriculture Expo—is a business-to-business flower industry trade show focused on connecting flower industry suppliers with high-volume buyers (both mass market operations and independent retail flower businesses) as well as providing the entire industry with world-class education, hands-on learning and unparalleled networking opportunities. Product categories represented include fresh cut flower and foliages, blooming and foliage plants, containers, plush, balloons, care and handling, technology and everything in between. Special events include a “Flower Naming Ceremony,” honoring an industry icon, and the “Iron Designer Competition.”

Slow Flowers Summit

June 23-25

Banff, Alberta, Canada

slowflowerssummit.com

Created by Debra Prinzing, PFCI, founder of the Slow Flowers Society, “Slow Flowers Summit” is a conference for creative professionals, thought leaders and pioneering voices in the progressive Slow Flowers community. Designed to stimulate curiosity, examine conventional assumptions, and explore conscious and ethical practices in the floral industry, both speakers and attendees will share progressive ideas, connections and inspiration during two days during American Flowers Week.

AIFD 2024 National Symposium – “Emerge”

July 2-6

Orlando, Fla.

aifd.org/2024-symposium

Hosted annually by the American Institute of Floral Designers, the “AIFD National Symposium” is one of the premier floral design and education events in the world, featuring world-class designers and educators. In addition to spectacular “Main Stage” floral design programs, attendees can take advantage of business and marketing seminars and interactive hands-on workshops. Other events include a “Student Design Competition”; a “Professional Floral Design Evaluation (PFDE)” session, for floral designers wanting to achieve AIFD (Accredited in Floral Design) and CFD (Certified Floral Designer) credentials; awards and induction ceremonies; and a glamorous final-night gala.

Cultivate’24

July 13-16

Columbus, Ohio

cultivateevent.org

American Hort’s “Cultivate’24” is a premier event for the entire green industry, including greenhouse and nursery growers, florists and other retailers, distributors, interior and exterior landscapers, students, educators, researchers and manufacturers. The event offers opportunities to thousands of industry professionals from all 50 states and more than 40 countries to grow their businesses, learn best practices, build networks and foster business connections, and discover the latest industry trends. Events include more than 160 educational seminars, half- and full-day hands-on workshops, and industry production tours.

SAF Miami 2024 Annual Convention and Sylvia Cup Design Competition

Aug. 6-9

Aventura, Fla.

safnow.org/events-education/annual-convention

safnow.org/events-education/sylvia-cup-design-competition

The Society of American Florists’ 139th annual convention in 2024 will take place a month earlier than usual in 2024—August, instead of September. The date was shifted to early August in response to feedback that September is a busy time of year with weddings and back-to-school. The convention will feature more than two dozen education sessions, the 55^th-annual “Sylvia Cup Design Competition,” the “Outstanding Varieties Competition,” a “Supplier Expo,” and countless opportunities to network—all in the beautiful Miami area, the importing hub of the U.S. floral industry.

Gateway to the Americas Cup

Sept. 1-5

Panama City, Panama

gatewaytotheamericascup.com

The “Gateway to the Americas Cup” is a world-class floral design competition founded in 1996 by Gus and Deborah De La Flor AIFD, CFD, PFCI. This event will also feature floral design presentations by world-renowned floral artists, hands-on workshops and a vendor showcase. During the competition, each floral designer will represent his or her country by completing five design tasks, each covering a different category of floral design. Some countries have preliminary competitions while others select qualified individuals to represent their nations. The final lineup of competitors and design categories will be released in the spring of 2024, so check the website regularly for the latest information.

Fun ’N Sun Floral Convention 2024

Sept. 4-7

Carlsbad, Calif.

cafgs.org/fns2024

The biennial “Fun ’N Sun Floral Convention”—this year, at the newly renovated Omni La Costa Resort & Spa—provides professionals from all segments of the flower industry with a casual and relaxing environment in which to meet with flower farmers, friends and colleagues and to attend educational programs and networking cocktail parties, luncheons and dinners. Special events include the “Flower Fair,” “Grower Tour” and “Fun ’N Sun Golf Tournament.” There will be things for entire families to do, such as enjoying in the resort’s eight swimming pools, beautiful gardens and lush landscape; booking an appointment at The Spa at La Costa; shopping at Carlsbad’s premier shopping centers; and visiting the nearby Legoland California Resort. One need not be a member of the host organization—CalFlowers, the California Association of Flower Growers & Shippers—to attend.

Fleuramour 2024

Late September; dates TBA

Rijkhoven, Belgium

en.fleuramour.be

Far away in Belgium, at the 18th-century castle of Alden Biesen, hundreds of the world’s most impressive floral designers—with name and fame—come together to create hundreds of spectacular, magical floral installations for the truly international design showcase known as “Fleuramour.” There will also be a flower fashion show, featuring wearable floral art; floral design demonstrations and workshops; live music; and the unique Fleuramour Pop-Up Market. It’s an event of a lifetime.

Expo Flor Ecuador 2024 and AGRIFLOR 2024

Late September or early October; dates TBA

Quito, Ecuador

florecuador.com

agriflor.com

Hosted by the Ecuadorian National Association of Flower Producers and Exporters (Expoflores), “Expo Flor Ecuador” is a biennial international floriculture and horticulture trade fair highlighting the Ecuadorian flower sector. Running concurrently with “AGRIFLOR,” the exhibitions are open to professionals in all segments for the flower industry, including retailers, and provide a platform to exchange ideas, explore new trends, and build relationships with attendees and vendors from around the globe. Attendees will have opportunities to network with industry leaders, discover the latest innovations in the floriculture and horticulture industries, and gain valuable insights into the current state of the industry. A variety of education programs and interactive experiences will provide an engaging learning experience for all who attend.

IFPA “The Global Produce & Floral Show”

October; dates and location TBA

freshproduce.com/events

Meet the entire fresh produce and floral supply chain, make new and lasting connections, and reconnect with peers at the International Fresh Produce Association’s “The Global Fresh Produce & Floral Show.” Attendees will gain insights from high-caliber speakers on wide-ranging topics, peers, and industry changemakers while experiencing technology, innovation, products and services that can advance their businesses and help solve their problems.

Trade Fair Aalsmeer 2024

Nov. 5-7

Aalsmeer, Netherlands

tradefairaalsmeer.royalfloraholland.com/en

Royal FloraHolland’s “Trade Fair Aalsmeer” is a world-class networking and inspiration event for everyone in the floriculture industry—one that all florists and floral designers should attend at least once. This event showcases the “world’s largest” display of cut flowers and blooming and foliage plants and offers great opportunities to make new contacts, catch up and do business. Royal FloraHolland also hosts a “Winter Fair” (Jan. 10-11), a “Spring Fair” (April 10-11), and an “Autumn Fair” (Sept. 4-5). While in the Netherlands for this event, make plans to also visit “IFTF – International Floriculture & Horticulture Trade Fair,” Nov. 6-8, in nearby Vijfhuisen (hppexhibitions.com/iftf)—two spectacular events in one trip!

IFTF – International Floriculture & Horticulture Trade Fair

Nov. 6-8

Vijfhuisen, Netherlands

hppexhibitions.com/iftf

“IFTF—International Floriculture & Horticulture Trade Fair” is one of the world’s largest flower trade fairs serving trade professionals in all segments of the floriculture and horticulture industries, including the world’s most important breeders, propagators, importers, wholesalers and retailers. Attendees will discover new products, tools and supplies from hundreds of exhibiting companies from more than 100 countries, as well as ideas for increasing sales, exciting and satisfying customers, streamlining processes, and more. While in the Netherlands for this event, make plans to also visit “Trade Fair Aalsmeer,” Nov. 5-7 (tradefairaalsmeer.royalfloraholland.com/en)—two spectacular events in one trip!

ASCFG 2024 Conference

Early November; dates and location TBA

ascfg.org

Hosted by the Association of Specialty Cut Flower Growers, the “ASCFG 2024 Conference” will feature three full days of floral design and business sessions, a trade show exhibiting the latest and greatest specialty cut flower types and varieties from North American flower growers, and tours of flower farms.

Certified American Grown “Field to Vase Dinner Tours”

Various dates and locations TBA

americangrownflowers.org/field-to-vase

If you’re looking for a magical experience you’ll never forget, join this year’s chosen group of American flower farmers in their fields for “Field to Vase Dinners”—intimate, casually elegant alfresco gatherings that feature seasonal, local and sustainable American Grown Flowers and Foliages, beautifully arranged by top U.S. floral designers. Attendees will enjoy a gourmet repast of locally grown foods, expertly prepared by celebrated farm-to-table chefs and accompanied by sumptuous local wines and refreshing local brews. Each artisan-style dinner is held at a unique, breathtaking venue—an American flower farm.

Fleurs de Villes

Various dates and locations

fleursdevilles.com

Showcasing the artistry and products of top local florists and floral designers, growers, and nurseries in each city visited, “Fleurs de Villes” (flowers of the cities) public events feature magnificent, over-the-top flower displays in cooperation with leading sponsor brands, local and national media, and community-based groups. Themes include “Voyage”—floral journeys of discovery to destinations around the world; “Noël”— floral celebrations of the holiday season; “Femmes”—floral celebrations of remarkable women; “Rosé”—floral celebrations supporting breast cancer research; and “Pride”—floral celebrations of joy and inclusion. Dates and locations in 2024 include:

• Jan. 11-17—Winnipeg, Man., Canada

• March 1-10—Bal Harbour (Miami), Fla.

• March 20-24—Dallas, Texas

• April 17-21—Québec City, Que., Canada

• April 24-28—Costa Mesa, Calif.

• May 1-5—Chicago, Ill.

• May 8-12—Toronto, Ont., Canada

• May 27-June 2—Montreal, Que., Canada

• May 31-June 12—Edinburgh Scotland

• June 21-July 1—Vancouver, B.C., Canada

• June 26-July 1—Seattle, Wash.—Pride”

• July 31-Aug. 4—Vancouver, B.C., Canada—“Pride”

• Aug. 9-18—Sydney, Australia

• Oct. 4-13—New York, N.Y.

• Oct. 31-Nov 4—Boston, Mass.

• Nov. 13-17—Scottsdale, Ariz.

• Dec. 6-15—Seattle, Wash.—“Noël”

• Dec. 11-15— Toronto, Ont., Canada—“Noël”

• Dec. 13-22— Vancouver, B.C., Canada—“Noël”

Balloon Conventions in 2024

The balloon industry hosts some spectacular conventions, loaded with business, marketing and design seminars and workshops—and design competitions, as well. If you create balloon sculptures as a part of your business—or even if you sell just balloon bouquets—put at least one of these events on your to-do list in 2024.

The Florida Super Jam 2024

Jan. 10-13
  (pre- and post-convention events on Jan. 9 and 14-15)

Orlando, Fla.

thefloridasuperjam.com

Twist & Shout 2024 Balloon Convention

Feb. 28-March 3

Rosemont (Chicago), Ill.

balloonconvention.com

FLOAT 2024

March 10-14
  (pre-convention events on March 8-9)

Lombard (Chicago), Ill.

floatconvention.com

Balloon Arts Convention Italy 2024 (BACI)

March; dates TBA

Milan, Italy

bacitaly.com

World Balloon Convention

July; dates and location TBA

worldballoonconvention.qualatex.com

Bling Bling Jam 2024 Balloon Convention

July 14-18

Las Vegas, Nev.

blingblingjam.com/home.html

Balloon Boss Summit 2024

Early November; dates TBA

Lake Buena Vista, Fla

ballooncoach.com/balloon-boss-summit

By Nita Robertson, AIFD, CFD

Started in 1991, Proflora is a biennial international trade show for the cut flower industry organized by Asocolflores, the Association of Colombian Flower Exporters, to promote the beautiful flowers of Colombia and as well as the global flower industry. This year’s spectacular event—held October 4-6 at the Corferias convention center in Bogotá—broke records, hosting more than 300 exhibitors from 18 countries and more than 6,500 flower industry professionals from around the world.

Proflora is more than just a platform to showcase the finest cut flowers, cut foliages and services available in the flower industry; it is a celebration of the industry’s accomplishments and a testament to its blooming future. “By exhibiting the latest trends and innovations in the flower sector, Proflora … allows the elite of the international flower market to establish fruitful relationships that favor their business endeavors,” explains Augusto Solano, president of Asocolflores. “During Proflora, Flowers of Colombia will demonstrate its commitment with the country, with the rural communities, and with the 200,000 direct and indirect formal jobs that it generates every year. Thus, we will demonstrate the pledge of our flower growers to respond assertively to new consumers, to their needs, and to a sustainable trade, in general.”

Farm Visits

The day before the show opened, international attendees had the opportunity to tour some of the flower farms on the Bogotá Savanna. The first stop was Riofrio Bouquets, a cut-flower grower and bouquet maker for mass-market florists. The farm employs 800 people year-round and as many as 1,400 people during the holiday seasons of Valentine’s Day and Mother’s Day. Riofrio has many social and environmental policies in place that made this farm a beautiful place to work.

Attendees also visited Rosamina, a grower of Protea, Leucadendron, Leucospermum (pincushions) and foliages. This farm started growing roses 30 years ago but switched to growing flowers in Proteacea family 15 years ago. It has since become the country’s largest producer of Proteaceae, defying the odds when people told Eli Perez and his father that it was impossible to these flowers in Colombia. The Perezes saw the importance of being different in order to compete.

Perez shares that these flowers are expensive because they take so long to grow—three years from start to flower. They also face challenges with climate, such as frost, which can wipe out crops; these specialty flowers are field grown (no greenhouses), which creates hilly fields of absolute beauty at Rosamina. This farm also has an impressive commitment to social and environmental advancements, continuously improving its sustainability efforts; e.g., increasing the use of biocontrols and working on solar energy to power the farm. Rosamina has built an efficient rainwater collection system, used for crop irrigation, and is a Rainforest Alliance Certified farm.

Outstanding Variety Competition

This year, Proflora’s “Outstanding Variety Competition,” which showcases the newest flower varieties on the market, had more than 420 entries. In the Producers “Garden Rose” category, Rosa Estándar won first place for its ‘Enchantment’ variety, followed by Alexandra Farms in second and third place, for its ‘Bessie’ (Ausperidot) variety—a David Austin Wedding Roses cultivar—and it ‘Blanche Spr’ spray garden rose, respectively.

In the Producer “Fillers” category, Ball Colombia took top honors for its Limonium and second place for its Achillea (yarrow). Danziger Colombia took third place with its Limonium. These are just a few of the winners announced during the variety competition. To see all of the winning varieties, visit proflora.org.co.

Colombia is a beautiful country full of color, amazing people and beautiful flowers. Make plans now to attend Proflora 2025, taking place Oct. 1-3 in Bogotá.

COLOMBIA: The Land of Flowers

The agriculture industry in Colombia produces many wonderful products for the world including coffee beans; cacao seeds (beans), from which chocolate and cocoa get their start; and, of course, beautiful cut flowers. The flowers grown in Colombia are stunningly beautiful and of the highest quality, due, in part, to the country’s climate and geography, which provides the ideal sunlight, humidity, temperature and fertility conditions for growing cut flowers.

Colombia is the second most biodiverse country on the planet—rainforests to mountain peaks, two coasts and everything in between—and since the beginning of the cut flower industry in the country, around 1965, Colombia has grown to become the second largest exporter of cut flowers in the world, behind only the Netherlands. Roses, carnations, Chrysanthemum, Alstroemeria, lilies, Hydrangea and orchids are the most exported cut flowers from Colombia, but the country’s flower farms also grow myriad other flower types.

The flower industry in Colombia comprises roughly 300 farms and is centered in two areas: on the Bogotá Savanna, a.k.a. Sabana de Bogotá—the plateau surrounding the city of Bogotá—and in the Rionegro Valley, close to Medellín. Farms on the Bogotá Savanna produce approximately 73 percent of the cut flowers grown in Colombia, around 24 percent are grown in the Rionegro Valley, and the remaining 3 percent are grown throughout the central and western regions of the country.

Unlike with Colombia’s coffee industry, cut flowers are grown year-round, and the industry employs more than 200,000 people, with women composing more than half of the workforce. Small towns thrive because of flower farming, and the industry has improved the lives of people within the nearby communities, especially the lives of women.

By Jill Brooke

To thunderous cheers, Germany’s Nicolaus Peters was crowned champion of the 2023 Interflora World Cup—the world’s biggest floral design competition—during a glamorous gala design finale and dinner event in Manchester, England, on Sept. 9.

After battling competitors from 19 other nations, Peters won the three-day competition with his inspired designs, wowing the judges and attendees alike—taking home not only the crown but also $15,000 in prize money. The nail-biting finale featured five finalists, who were challenged to create an arrangement on the spot, with just 45 minutes on the clock, in front of a live audience of more than 600 (plus many thousands more streaming around the world.

Elisabeth (Lisa) Pålsson, took second place for her home country of Norway, and Elizabeth (Lizzie) Newcombe, representing the United Kingdom and Ireland, took third place. Representing the United States was Jennifer (Jenny) Thomasson, AIFD, CFD, AAF, PFCI, EMC, who, after capturing a spot in the top-10 semifinalists competition, came away in eighth place.

The Interflora World Cup is really the Olympics for floral designers. Founded in 1972, the competition takes place, generally, every four to six years in varying countries around the world—the next one will be in the Netherlands in 2027—and elite floral designers must compete in other competitions to achieve the opportunity to represent their home countries. This year’s World Cup was the 15^th in the event’s 52-year history. Visit interflora.co.uk/world-cup/world-cup-history to see a list of all previous winners and host countries/cities.

“It’s an honor,” says Thomasson, “but it’s also a lot of work.” In fact, the Dallas, Texas-based floral artist revealed that it took her more than 80 hours to create the structure for her design in the “Our Ocean Waves” design task. Competitors were asked to create a table for two in the sea and express, through flowers, the following line by Canadian poet Christy Ann Martine: “Dance with the waves, move with the sea, let the rhythm of the water set your soul free.”

The overarching theme for Interflora World Cup 2023 was “Our Natural World,” with an emphasis on sustainability. Another design challenge had the theme of “Our Clouds,” where floral artists were asked to create wedding bouquets as if having a party above the clouds. Each design challenge for this year’s event was created to show love and respect for the beautiful planet on which we live as well as to show visitors how florists cherish nature and the environment.

In booths inside the Manchester Central Convention Complex, onlookers could watch the floral artists as they created five live-action assignments. Blooms were flying into the structures with speed and precision. All 20 competitors completed four design tasks, and from their scores on those tasks, 10 semifinalists were announced. The semifinalists each completed a fifth design task, which narrowed the field to five finalists, who competed for the title of champion at the Grand Final Competition and Gala Dinner on the evening of the third day.

Always fascinating is how each floral artist interprets each assignment so individually. During the second design challenge—a “surprise task” themed “All About the Bees”—each competitor was provided a large wood honeycomb-like structure, along with the same botanical materials, and asked to create a design to celebrate the importance of bees to our planet—within 90 minutes.

The Grand Final Competition and Gala Dinner featured the five finalists—floral artists from the aforementioned German, Norway, and United Kingdom and Ireland, as well as from Spain and the Republic of Korea—going head to head creating a floral arrangement around a provided structure with a “100” sign in it (2023 is the centennial anniversary year of Interflora). The floral artists had to stay incredibly focused while onlookers oohed and aahed and renowned emcees Hannah Jackson, owner of The Garden of Evie in England, and Per Benjamin, of Benjamins Botaniska, Floristisk Coaching and Life2 in Sweden, gave lively on-the-spot commentary of the work they were doing and the flowers being used.

Following the final competition and dinner, I asked Björn Kroner, a German Master Florist who represented his country at the 2010 Interflora World Cup in Shanghai, China, about his fellow countryman, Peters. “We have a new World Champion, and he so deserves it,” Kroner enthused. “His sense of flowers, his sense of movement, his relationship with flowers. He is an ikebana master, and you can see it with the way he works with the products he loves and adores.”

About his ability to remain somewhat calm during the competition, Peters shared, “Ikebana is about Zen and calm and understanding nature. It gives me mental strength. When I arrange a design, I try to make sure each flower feels comfortable. I never force it. I try to connect with its place in the arrangement.”

The competitors’ incredible creations were evaluated by a team of 14 international judges and adjudicators managed by the International Florist Organisation (Florint). Each floral composition was assessed on four key aspects of floristry design: idea, color, composition and technique, plus the judges also weighed sustainability. Competitors, organizers said, were required to demonstrate their interpretations of and respect for the planet, focusing on sustainable ethos and utilizing natural elements.

Deborah De La Flor, AIFD, CFD, PFCI, co-owner of De La Flor Florist & Gardens in Cooper City, Fla., was one of the judges. “Imagine under one roof the most talented floral artists in the world,” she said. “My job was so difficult, but it’s not about what I like or a color I prefer but about judging based on the instructions given.” De La Flor is well qualified to be a member of the prestigious panel of World Cup judges: She previously served as a judge at the 2015 Interflora World Cup in Berlin, Germany, and she represented the United States as a competitor at the 2004 Interflora World Cup in Melbourne, Australia.

De La Flor’s comment is important point for any florist entering floral design competitions to stretch their talents and challenge themselves. It is not about what is the prettiest but about following the rules and guidelines precisely.

The 2023 Interflora World Cup Competitors

Each of these floral designers was already a winner for just being selected to participate in this elite competition. Here is a list of all the contestants who delighted the crowds with their beautiful installations and talent, with designations of the 10 semifinalists and, ultimately, the five finalists (first through fifth place).

• CANADA: Lea Romanowski, CAFA, CAFD, AIFD, CFD

• COLOMBIA: Ivan Moreno

• DENMARK: Katharina Albrechtsen (9^th place)

• FINLAND: Saija Sitolahti

• FRANCE: Stéphane Chanteloube, MOF (6^th place)

• GERMANY: Nicolaus Peters (1^st place)

• HONG KONG: Leong Solomon, Ph.D., AIFD, CFD, PFCI

• HUNGARY: Attila Nemeth (7^th place)

• ITALY: Daniela Pighetti

• JAPAN: Hironori Komatsu

• NETHERLANDS: Melissa Smedes (10^th place)

• NORWAY: Elisabeth Pålsson (2^nd place)

• PERU: Monica Patricia Garcia Villegas

• PORTUGAL: Emanuela Araújo

• REPUBLIC OF KOREA: Kim Hyung Hak (Leo Kim) (4^th place)

• SPAIN: Patricia Aguin (5^th place)

• UNITED KINGDOM and IRELAND: Elizabeth Newcombe (3^rd place)

• USA: Jennifer Thomasson, AIFD, CFD, AAF, PFCI, EMC (8^th place)

• VENEZUELA: Alejandro Figueira, AIFD, CFD, PFCI

• VIETNAM: Thanh Tran

By Nita Robertson, AIFD, CFD

Established in 1965, the American Institute of Floral Designers (AIFD) is a nonprofit organization dedicated to establishing, maintaining and recognizing the highest standard of professional floral design. The mission is to advance the art of professional floral design through education, leadership and service. 

The annual AIFD National Symposium is one of the premier floral design education events in the world, attracting the industry’s leading business owners, floral artists, suppliers and event professionals. It provides floral professionals with world-class education, design inspiration, networking and opportunities for sourcing new products.

This year’s symposium, titled “GROW,” was held at the landmark Hilton Chicago hotel, July 1-6, and was organized by symposium chairs Christopher Norwood, AIFD, CFD, AAF, PFCI, and Jacob McCall, AIFD, CFD, AAF, FSMD. There is an unfathomable amount of work involved, over a period of two years, in planning and bringing to fruition a flower design event of this caliber, and Norwood and McCall acknowledge that it wouldn’t happen without a tireless army of volunteers, both AIFD members and nonmembers. 

Every AIFD National Symposium begins with the “Professional Floral Design Evaluation” (PFDE), the rigorous testing process for floral designers seeking to become Accredited Members of AIFD. The PFDE require candidates to create specified flower designs in five categories within a four-hour time limit. They are then evaluated on their knowledge of the principles and elements of floral design. It is always exciting to see the amazing work of the candidates, and I always find it fascinating how different all the designs are, especially considering that all candidates receive the same product and assignments. 

Florists’ Review was excited to participate in the “AIFD Partners’ Showcase & Book Fair”—a trade show, of sorts—featuring the latest and greatest floral products and services from our industry’s preeminent suppliers and associations: spectacular garden roses from Alexandra Farms, stunning event vessels from Accent Décor, innovative new products from Smithers-Oasis North America and so much more. The displays were awe inspiring, and they are becoming more interactive every year: For example, FTD had a face painter who “decorated” adventurous attendees with hand-painted flowers. 

The “Main Stage” presentations were, as always, incredible and inspirational, showcasing some of the most creative floral art ever seen. Renowned designers from around the world took the stage and shared their knowledge and talents, including Charlie Groppetti, AIFD, CFD; Jenny Thomasson, AIFD, CFD, AAF, PFCI, EMC; Ty Leslie, AIFD, CFD; Laura Dowling; David Beahm; Elly Lin; and Per Benjamin, to name a few. From color theory with Benjamin to color language with Jodi Duncan, AIFD, CFD, and Gretchen Sell, attendees learned how to effectively communicate color in floral design. Dowling’s story of going from being a Washington, D.C. policy analyst to White House Chief Floral Designer is inspiring. We listened and learned as Dowling chronicled her floral journey and outlined the key lessons and pivotal decisions that elevated her to the nation’s most prestigious floral design position. All presenters brought their “A” games and left us all in awe.

“AIFD changed my life!” Thomasson expressed at her Main Stage program “Path to Creativity.” She has worked hard studying her craft and pushing herself to become an amazing floral educator and a uniquely talented designer. Now, her floral journey takes her to the “Interflora World Cup” in Manchester, England, Sept. 7-9, where she will represent the United States in the prestigious international floral design competition.

One of my favorite things at symposium are the hands-on classes, which are offered every morning before the Main Stage programs, each for a separate fee. They provide rare opportunities to learn from and be inspired by a coterie of accomplished floral educators. 

I attended “Creative Crescents: Bridal Bouquets That Wow,” taught by Patience Pickner, AIFD, CFD, AAF, PFCI, SDCF. She shared a mechanic for creating crescent-shaped wedding bouquets that involves a floral foam cage and a crescent-shaped piece of chicken wire. This technique really helps create the shape and holds the flowers in place.

“Cultivating Style in Couture Wire Design” was a hands-on class lead by instructor Rodrigo “Varito” Vásquez, AIFD, CFD, FSMD, FPCF. With the simple techniques and basic movements demonstrated by Vásquez during the workshop, students created unique and highly personalized designs.

Another interesting class was “Midnight at the Oasis,” taught by Loann Burke, AIFD, CFD, AAF, PFCI. This class explored the dynamic design possibilities using OASIS^® Midnight Floral Foam as both a cutting-edge mechanic and a decorative design element. 

Another highlight was the “AIFD Awards and Induction Celebration, Dinner & Dance,” honoring this years’ winners of the “AIFD Awards,” the “AIFD Foundation Awards,” the winners of AIFD’s “Student Design Competition,” and the 2023 AIFD Inductees. We were thrilled to celebrate Jill Brooke, founder of FlowerPowerDaily and Florists’ Review contributor, who received AIFD’s 2023 “Award of Merit Non-Industry.”

There is so much to learn, do and be inspired by at an AIFD National Symposium, and this year’s event was no different; it was an electric experience, full of inspiration, emotion, creativity, floral fellowship and personal development. The connection with other like-minded artists, growers, manufacturers and suppliers, with our shared passions for flowers and flower design, bonds all those who attend even closer. Plan now to attend AIFD’s 2024 National Symposium, “Emerge Yourself,” July 2-6, in Orlando, Fla. Get more information at aifd.org/2024-symposium.

2023 AIFD AWARDS RECIPIENTS

• AWARD OF DISTINGUISHED SERVICE TO AIFD (FELLOW)

Tim Farrell, AIFD, CFD, AAF, PFCI

• AWARD OF DISTINGUISHED SERVICE TO THE FLORAL INDUSTRY

Pat Diehl Scace, AIFD, CFD, AAF

David Siders, AIFD, CFD

J. Keith White, AIFD, CFD

Claire Won Kang, AIFD, CFD

• AWARD OF MERIT NON-INDUSTRY

Jill Brooke

AIFD EXECUTIVE OFFICERS, 2023-24

• PRESIDENT

Theresa Colucci, AIFD, CFD, AAF, PFCI

• PRESIDENT ELECT

Laurie Lemek, AIFD, CFD, AAF, PFCI

• VICE PRESIDENT

Renee Tucci, AIFD, CFD, AAF, PFCI

• SECRETARY

William Hattel, AIFD, CFD, PFCI

• TREASURER

BJ Dyer, AIFD, CFD, AAF, CPF

• PAST PRESIDENT

Todd Sweeden, AIFD, CFD, AAF

Gift and home décor tradeshows—like Atlanta Market and Las Vegas Market—offer visual display inspiration as much as the opportunity to source unique products. Expertly designed showrooms, temporary exhibits and product vignettes encourage new ideas for floral designs, merchandising and sales opportunities. 

At the close of the Summer 2022 Market season, eight designers shared their inspiration and tips for great visual design. 

MARKET SNAPSHOT: ATLANTA MARKET

Brooke Reid, on behalf of IMC

brookereid.com

Display Inspiration

The inspiration for the Market Snapshot display was to be really environmental and engaging. I wanted the display to feel lush and fun and to bring the outside in, using the oranges and corals from the new Atlanta Market branding as my starting point.

Sources of Inspiration

As an artist, I find inspiration in all kinds of places. Floral design is a big part of my work, so I’m always looking to nature for inspiration, whether in the form of plants or flowers—especially when it comes to color. I also look to artists and other visual displays I see for ideas on little things to take away. I keep a running inspiration folder on my desktop, with images from Pinterest, Instagram and window/in-store displays I’ve seen and liked. It could be something as simple as a color combo I found effective, a creative way someone displayed particular items or even just the overall feel of a space or piece I enjoyed.

Design Tips

• Tell a story when merchandising, to give the items some context. I hang art on walls and incorporate furniture as you’d find it in a real space. 

• Create a layered display to elevate the products and catch the eyes of passersby. When you have only a few seconds to grab people’s attention as they walk by, my goal is for them to stop and want to see more. 

• Pair “like” with “like” when you’re working with a wide array of products (i.e., things you’d find in a kitchen versus items you’d use outside, or home décor, more broadly). Even when functionally similar items are visually distinct, putting them together makes the display feel more intuitive and makes more sense to the viewers.

MUSEE

Amanda Jones, creative director

museebath.com

Display Inspiration

We based our design on our brand aesthetic and color scheme. We use vibrant colors and gold accents throughout the packaging on our products, and we felt it was important to do the same with our booth design. We aim for everything we touch to make our customers feel loved and happy, so we use that motto with our booth design, too.

Sources of Inspiration

We collect all kinds of ideas from events, Pinterest boards, storefronts and pop-ups. We usually look at interior design trends and then “Musee-fy” them with bright colors and whimsical accents.

Design Tips

• Don’t be afraid of color! Color stands out and creates inviting spaces for customers. Thoughtful color schemes help set the mood and can complement your products beautifully. 

• Have a few custom-built pieces in your space. DIY-ing a shelf or accent wall can really differentiate your space from others and create a unique experience customized to your brand.

• Find a happy medium for the amount of product in your space. Too little product can make your space look bare, but too much product can overwhelm the space with clutter. We aim for things to look abundant but never crowded.

MARKET SNAPSHOT: LAS VEGAS MARKET 

Katie and Matt Allison, on behalf of IMC

mnkstudioart.com

Display Inspiration

One thing we always try to keep in mind is no one can “out-flash” Las Vegas. So, we take inspiration from the natural beauty of the Nevada desert landscape, which includes colors like terra-cotta, sand and sage; textures like stone and plaster; and open and airy compositions.

Sources of Inspiration

We’re artists first and foremost, so we’re always looking—hikes, trips to museums, movies, obscure bookstores with great magazine sections. Our goal is to find inspiration from outside whatever industry we’re working in and bring something fresh to the project. Most important: Get off the screens, and find something in the real world!

Design Tips

• Highlight what makes a product special in person. Everyone is looking at things online, so we want the in-person experience to be unique.

• A product only looks as good as the thing it’s sitting next to. Take time to make groupings that serve the overall story—even if it means leaving something out!

• Rethink what you already have. Even if it’s just a fresh coat of paint, the time and energy you invest in giving something a second life always translates to the audience. Plus, it cuts down on waste.

WINWARD INTERNATIONAL

Phil Marvin, visual director, and Garrison Tai, owner

winwardsilks.com

Display Inspiration

Three collections formed the foundation of our floral offering. “Highland Park” is the always classic blue and white that’s timeless across regions and décor styles. “Urban Tropical” is an edgy take on bold botanicals that layers in the depth of dark metallics. “Café au Lait” uses rich hues of lavender, mauve, peach and multiple tones and shades of white in permanent florals that invoke a modern antique aura.

Sources of Inspiration

It sounds cliché, but inspiration is everywhere. We’ve built displays around branches from a hardwood forest, visions of icicles shimmering in winter sunlight and the complementary hues of a sunset over deep blue ocean waves. Creativity can come in the middle of a reset, and we must be willing to go with it. We often mix new products with traditional favorites from our lines, which makes sense for retailers and consumers, as well. It’s rare to do a total transformation, especially when there could be existing pieces that work beautifully with the addition of a new stem or switching ribbon.

Design Tips

• Multiples create impact. A flower cart with a rainbow of tulips or a table display with an array of blue-and-white ceramics makes a bold statement. 

• Design vignettes around a theme or color story, and layer elements of texture using various textiles, florals, containers and accessories placed at varied heights. The eyes should catch a new detail each time a customer scans the display. 

• Look at the finished display from every angle, not just eye level, to make full use of your space.

INIS

Karen Foley, U.S. business development manager

inis.com

Display Inspiration

We wanted to visually capture the feeling of a “perfect sunny day by the sea” in our booth design. 

Sources of Inspiration

Our booth backdrop is a print of a photo taken at the beach where Inis was inspired: Roundstone Beach, on the west coast of Ireland. The colors of the ocean water, the blue sky and the green-grass-covered land in the distance creates a feeling of being close to the sea.

Design Tips

• Sometimes less is more when displaying products for people to experience and discover for the first time. Place products on white fixtures or tabletops to allow them to “pop’ and shine.

• Cross-merchandising can enhance the experience for shoppers. 

“RISE” PAVILIONS: ATLANTA MARKET AND LAS VEGAS MARKET 

Rachel Clarke, art director, Juniper by IMC

junipermarket.com

Display Inspiration

JuniperMarket by IMC’s “RISE” pavilion was a unique retail experience on the trade-show floor at Atlanta Market and Las Vegas Market showcasing 18 women-owned lifestyle brands making their market debut. The look and feel of RISE were inspired by “uplifting sunlight,” an exploration of the emotional connection to the sun and the hope of a new day. The areas were designed to be bold, unique, colorful, fun, open and inclusive.

Sources of Inspiration

IMC’s in-house design teams find inspiration in many places. We look at other trade shows and events as well as retail displays, art museums and more. Pinterest also is a great place to find new ideas. 

Design Tips

• Signage is key. When you design a display, always think about how you can brand it.

• Shapes can be trendy, too. Arches are the go-to shape now. 

• Collaborate with other creatives. The name “RISE” emerged from brainstorming sessions between JuniperMarket’s design, marketing and sales teams. 

FIND VISUAL INSPIRATION AT THE IMC WINTER 2023 MARKETS:

• Atlanta Market is Jan. 10-16, 2023 (atlantamarket.com)

• Las Vegas Market is Jan. 29-Feb. 2, 2023 (lasvegasmarket.com)

Florists’ 2023 Trends Report: Sneak Peek Webinar Presented by BloomNation and Florists’ Review 

Join us for an invite-only sneak peek of the Florists’ 2023 Trends Report compiled by BloomNation. Discover the upcoming trends and the industry’s expected performance over the next five years. The full Trends report by BloomNation will be available on September 23rd, 2022.

In addition to the trends report, you’ll hear from Johanna Silva, a florist, and marketing professional. Johanna will share real-world marketing ideas to spike growth in 2023 and beyond.

Join this free educational webinar to hear:

• Floral Trends For 2023
• Industry Growth Over the Next 5 Years
• Marketing Tips to Help You Grow

To Register: 

To Register, Visit https://us06web.zoom.us/webinar/register/3016626536152/WN_ofDOJmMVSmGwEQhKz-PkpQ 

The webinar will be live on ZOOM

Speakers

Jules Lewis Gibson, President & Creative Director, Florists’ Review

JoAnn Lawrence, Senior Content Marketing Manager, BloomNation

Johanna Silva, Co-owner of Andes’ Florist and Senior Director, Influencer Strategy, HangarFour Creative

SAF held its 137th annual convention in Orlando, Florida, from September 6th-8th. This annual event brings together all segments of the floral industry with in-person networking, keynote speakers, educational sessions, a Supplier Expo, and much more. They had more than a dozen educational sessions that covered:  Consumer Buying Behavior, Capitalizing on Trends, Building and Evolving Your Brand • Company Culture, and Retaining Talent. This year was full of inspiration, education, and energy.

Event Highlights

Supplier Expo

The supplier expo attracts both exhibitors and attendees to learn about the best and brightest products and services in the floral industry! It was a great way to connect with many industry leaders and see new products. It was great to see old friends and make new connections.

Sylvia Cup

Some of the nation’s best floral designers were given the same flowers, foliage and supplies — and just two hours to create the surprise challenge. This year’s theme was “The Whimsical World of Dr. Seuss.” The three elements created include a brunch banquet piece, hand tied foliage bouquet, and a sympathy piece. The 53rd Society of American Florist’s Sylvia Cup is sponsored by Certified American Grown and Smithers Oasis.

The winner receives the Sylvia Cup trophy, $3,000, and complimentary registration to next year’s SAF Annual Convention. First Runner-Up wins $500; Second Runner-Up gets $250. Congratulation to the Sylvia Cup Design Competition Grand Prize Winner Kelsey Thompson AIFD , 1st Runner-Up Jenny Thomasson AAF, AIFD, EMC, PFCI, 2nd Runner-Up Sam Prom-Chiem AIFD.

Outstanding Varieties

The oustsanding varieties competiton is always a thrill. Review more than 3,000 stems of the best flowers and unique plants on the market during one of the industry’s biggest flower and plant competitions. Dozens of growers and breeders from around the world are exhibiting their finest cut flowers, greens, potted flowering plants, bedding plants and foliage for top honors.

 ‘Zelmira’, a salmon Oriental Hybrid lily presented by Oregon Flowers, charmed judges with its vibrant (and in demand) coloring, perfect foliage, and consistent blooms to win the Society of American Florists’ Outstanding Varieties Competition.

Awards Dinner

The Awards dinner was an evening of fine food and joyful applause, and good company. It started with a toast to the inductees of the American Academy of Floriculture and Professional Floral Communicators. Many fabulous awards were given honoring dedication to the floral industry. Florist Review was honored to receive the Century Award for serving the industry for over 100 years. Thank you SAF!!

For the fifth consecutive year, Alexandra Farms—the premier grower of premium garden roses in the world—hosted its highly anticipated “Garden Rose Design Contest.” This annual event invites floral designers and flower lovers alike from around the world to showcase their creative talents and technical skills using spectacular garden roses. Entrants were permitted to incorporate other types of flowers, as well, if they chose.

This year, the two design categories were “Wedding Work” and “Everyday Design,” and designers could enter either category or both. Here are the 2022 winners and their winning designs!

WEDDING WORK

First Place

Katya Hutter

Katya Hutter Floral Design | @katyahutterfloraldesign

Amsterdam, Netherlands

Photography by Sandra Von Riekhoff | @divinedayphotography

Alexandra Farms roses used: 12 varieties of David Austin Wedding Roses

Second Place

Samantha Fitzgerald

Songbird Floral Studio | @songbirdfloralstudio

Smithfield, Va.

Photography by Cat Deline | @cat.deline

Alexandra Farms rose varieties used: ‘Juliet’, ‘Keira’ and ‘Quicksand’

Third Place

Galina Serebriakova

BLUM | @blumflorals

Bogotá, Colombia

Photography by Katerina Ponik | @powerponik

Alexandra Farms rose varieties used: ‘Princess Hitomi’, ‘Just Peachy Spr’ and ‘Bridal Piano’

Readers’ Choice

Justine Chapura

Justine’s Flowers | @justinesflowers

Fort Worth, Texas

Photography by Ashlea Snell | @ashlea_snell

Alexandra Farms rose varieties used: ‘Leonora’ and ‘Patience’

EVERYDAY DESIGN

First Place

Elizabeth Miller

The Petaler Floral & Events Co. | @thepetalerfloralco

Houston, Texas

Photography by Elizabeth Miller

Alexandra Farms rose varieties used: ‘Princess Miyuki’ and ‘Juliet’

Second Place

Janelle Gerestein

Flowers by Janie | @flowersbyjanie

Calgary, Alberta, Canada

Photography by Castaño Films | @castanofilms

Alexandra Farms rose varieties used: ‘Keira’ and ‘Sola Spr’

Third Place

Wendy Mercer

Gatherings by Mercer | @gatheringsbymercer

Spotsylvania, Va.

Photography by Lindsey Snavely | @lindseysnavelyphotography

Alexandra Farms rose varieties used: ‘Mariateresia’ and ‘Pink Xpression’

Readers’ Choice

Dolores Vlad

Luminous Blooms | @luminousblooms

Highland Park, Ill.

Photography by Dolores Vlad

Alexandra Farms rose variety used: ‘Precious Moments’

By Nita Robertson, AIFD, CFD

“ROOTS,” the 2022 National Symposium of the American Institute of Floral Designers (AIFD), took place July 4-8, at the Caesars Forum Conference Center in Las Vegas, Nev. The event provided world-class floral design education and inspiration, trend research, and networking and new-product sourcing opportunities to more than 900 of the flower industry’s leading business owners, floral artists, event professionals and suppliers.

The theme “ROOTS” represents AIFD’s mission of advancing the art of professional floral design through education, service and leadership, and recognizing achievement of excellence in this art form: “When a seed takes root, growth begins. To ensure a plant grows to its full potential, it requires special care, nourishment and attention.”

Hitomi Gilliam, AIFD, CFD, coordinator of this year’s Symposium, says of the event, “It’s all about building a strong supportive community, all in the spirit of volunteerism. This event would not have been possible without the great leadership of AIFD’s headquarters staff; the executive officers and board of directors; and all of the committee appointees, with their volunteers and ambassadors. It takes an amazing team to create an event of this caliber.”

The excitement for this event has been building since the last National Symposium in 2019, also in Las Vegas. The energy was high and full of passion at the event, which was jam-packed with inspirating educational programs and hands-on classes, the 2022 “FTD America’s Cup” design competition and AIFD’s “Professional Floral Design Evaluation” (PFDE) testing program 

Every AIFD National Symposium begins with the PFDE, a testing process for candidates wanting to become an “Accredited Member of AIFD” or to earn the “CFD” (Certified Floral Designer) accreditation. The PFDE process challenges candidates to complete floral designs in each of five categories, in four hours, all using the same materials. This year, 106 floral designers participated in the PDFE, which took place on July 4.

For the first time ever, AIFD offered a virtual “Live Stream” option for people who could not physically attend the event. Thirty-seven people participated in the “Live Stream” this year, and they were able to view the Main Stage presentations and join chat discussions on the virtual app.

All Symposium and Live Stream attendees can access videos of the Main Stage programs through Oct. 8. In addition, viewing privileges for videos of the Main Stage programs are available for purchase to everyone in the flower industry through AIFD’s virtual store, ataifd.org/marketplace. 

“ROOTS” Highlights

Partners’ Showcase

The “Partners’ Showcase” is a fun expo showcasing the latest and greatest products from dozens of our industry’s premier vendors. This year, we saw fabulous cut flowers from Alexandra Farms, Rosaprima, Ball SB, and more, as well as the latest products from Smithers-Oasis Company, Accent Décor and Details Software, among many others.

FTD America’s Cup

The “FTD America’s Cup” is a national floral design competition, the winner of which will represent both FTD and the U.S. at the “Interflora World Cup” in Manchester, England, in September 2023. Ten talented competitors competed live, battling pressure and time limits for the top spot, which was won by Jenny Thomasson, AIFD, CFD, AAF, PFCI, EMC, of St. Louis, Mo.

“Main Stage” Presentations

Symposium was packed with 12 fabulous Main Stage programs, full of information and inspiration. It was an thrilling mix of national and international talent. Here are highlights of four of the presentations.

“Cultivate, Celebrate: Neotropical Hawaii,” featuring Sue Tabbal-Yamaguchi, AIFD, CFD, EMC; Lois Hiranaga, AIFD, CFD; and Brenna Quan, AIFD, CFD, and sponsored by the Hawaii Tropical Flower Council and the Hawaii Floriculture and Nursery Association (HFNA), was a fascinating presentation of Hawaiian-grown tropical flowers. The trio transported the audience to the islands, with the lush and colorful wedding designs in both Neotropica and Tropical Nouveau stylings. The ladies also explored the special relationships that have been cultivated between breeders, growers and floral designers, resulting in development of new and exciting botanical varieties. 

“Evolving Shapes in Design,” featuring Max van de Sluis and Hanneke Frankema, both from the Netherlands, and sponsored by Smithers-Oasis Company and FloraLife, was a fabulous program showcasing European influences on floral design. 

“Botanica Ecologica—Let Nature Define the Vision” was presented by 2019 “FTD/Interflora World Cup” Champion Bart Hassam, from Australia, and sponsored by FTD. Hassam’s organically based compositions, focusing on the architectural nature of plant materials, featured sculptural forms of Australian native reeds, sedges and foliage juxtaposed with nature’s perfect building material—bamboo—in a meeting of Eastern and Western influences. 

Sponsored by Accent Décor, “Reincarnation” featured Solomon Leong, AIFD, CFD, Ph.D., and the Society of Chinese Members of AIFDintroducing stainless-steel zip ties—a product I had not seen before. Leong and group also designed a beautiful woven structure made from plastic straps from flower boxes, painted yellow and bound together into a swirling structure with decorative wire. What a creative and ecologically responsible idea for turning “trash” into art!

AIFD’s 2023 National Symposium, “Grow,” will be held July 1-6, in Chicago, Ill. We look forward to “growing” with you there!