By Molly Lucille

Bridal bouquets have adorned wedding parties throughout human history. Ancient brides carried bundles of symbolic herbs and blooms, such as dill, considered to be an aphrodisiac; rosemary to represent loyalty; wheat for fertility; and ivy for an unbreakable bond. Garlic and other strong-smelling herbs were carried to ward off evil spirits—or more likely to mask body odor, as bathing was sometimes inaccessible and far less common compared to today. Fast forward to the Victorian era, when bouquets were carefully crafted to include blooms that carried coded messages, a “flower language” expressing the couple’s love story.

A mainstay in weddings around the globe, bridal bouquets have evolved from purely symbolic and utilitarian to an artistic expression of the couple’s personalities. Currently, couples worldwide are exploring the limitless opportunities provided by personal flowers, and florists have arisen to the call. We’ve collected advice and ideas from cutting-edge floral designers to take a closer look at the growing trends in personal flowers. Join us as we walk down the aisle, and through stunning examples of florists and couples who have chosen to move beyond the bouquet.

Wearing a Bouquet

People throughout history and across cultures have adorned themselves with flowers as a form of expression. In the wedding world, the bohemian flower crown trend ruled the scene in the 1960s and 70s, later experiencing a revival in the mid-2000s. In recent years, we’ve seen an explosion of creativity surrounding how and where to wear flowers. From floral dresses and veils to modern takes on the flower crown (including a stunning flower-adorned afro, as seen in the design by Meghan Campbell, of Twisted Bramble in Seattle) to bridal bouquet boas (as seen in the example by Greenville, S.C-based Hey Jude Florals), wearables are truly having their moment. “There is a magic to wearing flowers, by embodying them you become part of the arrangement,” explains Bethany Steinhauser, a wearable floral artist in Las Vegas. “Wearables are a great way to make a lot out of a little. They’re a great opportunity to deconstruct blooms and see flowers beyond the complete bloom in front of you. Take it apart and make something new,” she says.

This deconstruction is often seen in “floral tattoos.” This trend of creating flower arrangements directly on the body, forming a “tattoo,” is gaining mainstream popularity and appearing in weddings around the world. A floral tattoo requires simple mechanics, often crafted on body tape, such as kinesiology tape, or sometimes (sparingly) glued to the body directly with skin-safe adhesives like eyelash glue. These hands-free flowers pair beautifully with a smaller bouquet or with a statement dress. They offer a great way to bring floral elements from the ceremony to the reception. Before embarking on a floral tattoo project with a client, it’s important to test the flowers, tapes and adhesives ahead of time to rule out skin sensitivity.

Sculptural or Monofloral Bouquets

Bridal bouquets, in no way, will be rendered obsolete. However, there are evolving trends in bouquet structure and style.

For more aesthetically inclined couples, the bouquet can be an artistic expression, resembling a modern art piece. Former sculptor turned floral artist Matthew Blind, of Coach Blind Florals in St Louis, Mo., designs bouquets with unconventional materials, weaving and crafting everyday objects into stunningly intricate creations. “It’s important to not confine yourself to exclusively floral elements when crafting a bouquet,” explains Blind. “You can draw inspiration from the world around you, creating unexpected armatures from any assortment of items. This allows you to create an even more custom arrangement, responding both to the world around you and things important to your clients,” he adds.  Binding together these unexpected elements with coated bind wire is an elegant solution to visible mechanics. You can play around with mechanics and experiment with new ways to build an armature—the sky is the limit.

The beauty of flowers often lies in their simplicity, as seen with monofloral bouquets becoming increasingly popular. In general, bouquets are trending smaller, leaving behind the oversized bouquet trend of the last few years. Celebrating a single bloom through a small gathering of monoflorals offers a refreshingly simple moment, showcasing the beauty and majesty of one flower.

For the Groom

From pockets to entire lapels covered in flowers, suit florals are receiving an upgrade. Often, flowers for men are overlooked, with couples opting for just a simple buttonhole or pocket square. These small designs, while classic, are no longer the only option. As seen in these stunning examples by Francoise Weeks, of Francoise Weeks European Floral Design in Portland, there is boundless creativity happening in men’s wearable floral design. “Thinking outside the box is a necessity,” explains Weeks. “If we want our work to stand out, it’s also a lot of fun and rewarding to come up with different ideas and concepts, and to figure out the mechanics to execute it all. Curiosity and perseverance keep our work challenging and interesting,” she adds. Playing off the tailoring, fabric and cut is a great start to forming new approaches to adorning a suit with flowers. Keep in mind that for larger floral applications, movability and durability are key for lengthy wedding days. Experiment with modular designs attached to the lapel and extra firm mechanics to ensure that the wearables will last through a long day of dancing, hugs and parties.

As weddings continue down the route of highly personalized, custom celebrations of each couple’s unique story and identity, so too should our floral designs. There are many ways to encourage your clients to try something new. Toni Sicola, of Tangled Sage in Moab, Utah, is no stranger to this. “I try to use styled shoots as ways to demonstrate new ideas to couples because most will only opt for what they see out there already. The couples will see the flowers on websites and social media, and unfortunately that can become limiting to what they think is possible or what they think will work. It’s really an educational process with the couple to say, ‘you haven’t seen this kind of thing—[it] is kind of new, but it’s definitely possible,’” Sicola explains.

Truly, the only limits on your creativity are the restrictions you place upon yourself. As rigid expectations of traditions begin to lose their grip on modern couples, a wild burst of possibilities has emerged in the realm of personal flowers. Just as sensibilities toward the structure of a wedding party are becoming more customized, so too are flower choices. And while the tradition of carrying a bouquet is likely to always remain at the heart of wedding floral design, we are seeing exciting new trends and innovation with ceremony flowers. From wearables to uniquely crafted creations, join us as we go to infinity and beyond the bouquet.

Tips to Encourage Your Clients to Embrace These New Trends

This is a journey to embark on together!

• If you are interested in nudging wedding clients toward more creative designs, the journey starts with YOU. As an artist, you are in the driver’s seat of your own innovation. Many couples stick to what they know and what they have seen. However, if you confidently share your vision and some ideas you want to try, they are more likely to trust you and jump on board.
• As with any new endeavor, it’s best to have practice, especially if you are trying a new technique on a couple’s big day. Experiment with leftover blooms to test mechanics and ideas and take lots of pictures. You can then share these examples of your unique take on these trends to encourage more couples to opt for something novel.
• Your community is your resource. Learn from others around you and follow designers who share your vision. We can all learn from each other and the more we share original designs, the stronger the signal will be to foster freedom and creativity.

By Nita Robertson, AIFD

Mother’s Day is just around the corner. Are you ready for it? This special holiday is a cornerstone for the flower industry, as flowers consistently rank among the top gifts chosen to honor the mothers in our lives. It’s a day that brings families together and drives significant business for florists.

According to the National Retail Federation, 84 percent of U.S. adults plan to celebrate Mother’s Day. Consumers intended to spend an average of $254 per person on Mother’s Day gifts in 2024, with flowers being a significant portion of this expenditure. As in previous years, the most popular gifts to give are flowers (74 percent), greeting cards (74 percent) and special outings like brunch or dinner (59 percent).

Mother’s Day presents an incredible opportunity to create emotional connections with customers through beautiful, memorable floral designs. By curating unique arrangements, offering bundles and delivering exceptional customer service, you can make this Mother’s Day your most successful yet. Don’t forget to promote your offerings early, engage with customers through creative marketing and always stay on top of trends to remain ahead of the competition. With planning and organization, you’ll be able to make this holiday one to remember for both you and your customers.

Tips for Success

Loann Burke, AIFD, AAF, PFCI, a seasoned retail florist with more than 30 years of experience at Furst the Florist, located in Dayton, Ohio, shares her insights for making Mother’s Day a thriving event.

Burke highlights the importance of early planning and organization. One of her key strategies is to create signature designs for your Mother’s Day offerings. “You know your customer base best. Create specials that resonate with your clients’ preferences and tastes,” she explains.

To further enhance your offerings, develop a comprehensive gift guide highlighting a variety of mom personas—such as grandmother, mother-in-law, mom-to-be, best friend or other maternal figures. For each persona, include several thoughtful gift ideas at different price points, showcasing options that appeal to a wide range of budgets and styles. Promote this guide extensively through your website, social media channels, email marketing and in-store. This thoughtful approach not only engages your audience but also makes it easy for them to find the perfect gift for every type of mom.

Burke suggests that when crafting your floral recipes, you should pay attention to stem counts per bunch to maximize profitability. For instance, using half a bunch of 10-stem tulips can create a more cost-effective arrangement than using seven stems, which might result in waste or increased costs. “Focus on creating designs that are both easy to replicate and built on profitable recipes,” she says.

Efficiency is another critical element for success. Burke recommends adopting a production-style approach when designing. Instead of creating one arrangement at a time, work in multiples. For example, if you’re producing 10 identical designs, prep all the containers, insert the base greenery for all of them and then add focal flowers and so on. This method not only saves time but ensures consistency across your designs.

Additionally, group similar tasks to further streamline your process. If a specific arrangement requires bind wire, pre-cut it enough for all designs in one go rather than stopping to cut the wire repeatedly. This batching technique reduces interruptions and keeps your workflow smooth and efficient, notes Burke.

Add-Ons and Pairings

Suggesting add-ons with every order is a simple yet powerful way to elevate the customer experience and increase the value of each sale. By offering convenient, high-quality options at the point of purchase, you give customers the opportunity to personalize their gifts, making each arrangement feel more thoughtful and unique. These add-ons seamlessly enhance the overall gifting experience while boosting your revenue.

Select carefully curated add-ons and pairings that complement your flower arrangements. From luxurious gift bundles to distinctive keepsakes, these extras amplify the perceived value of your offerings and create lasting memories for the recipient. By providing customers with personalized and meaningful options, you create an experience that encourages future business and ultimately strengthens your bottom line.

Gift Bundles: Pairing flowers with chocolates, candles, bath products or locally sourced artisan goods can significantly elevate your gift offerings and provide more value to customers looking for a complete gift experience.

Plant Gifts: Potted plants, succulents and flowering plants like orchids are growing in popularity. Make sure to have an ample inventory of fresh plant options to cater to this demand and offer a long-lasting alternative to traditional cut flowers.

Flower Subscriptions: Promote flower subscriptions as a unique and thoughtful Mother’s Day gift that keeps giving all year long. With flexible options like three-month, six-month or full-year subscriptions, this unexpected gift provides continued joy for the recipient while ensuring future sales for your business.

Greeting Cards: Don’t forget to offer greeting cards with your flower arrangements. Ensure that every order comes with the option to upgrade a basic greeting card to a premium version. Customizable cards with special messages or premium paper quality offer a personal touch that will be appreciated by the recipient.

A Touch of Tech: Consider providing innovative options like the QRMessage™, which allows customers to send a personalized video message along with their flowers using a QR code. Imagine the emotional impact of receiving a stunning bouquet paired with a heartfelt video from loved ones. The QRMessage™ also lets multiple people upload messages, creating a collective experience of love and connection. Visit qrzipper.com for more information.

Permanent Botanicals

Permanent botanicals are a chic and versatile addition to any florist’s Mother’s Day or spring collection, providing a unique option that appeals to a broader audience. They’re also perfect for last-minute orders. With advancements in craftsmanship and materials, permanent botanicals now offer a more realistic appearance, taking their beauty to the next level.

“It is often hard to tell the difference between the real and the artificial,” says Mary Ragon, founder of Bolivar, Ohio-based Ragon House, a distributor of high-quality permanent botanicals, home decor, furnishings, and decorative accessories. “So many of the current artificial florals are crafted by hand with great attention to detail, life-like textures, and realistic colors,” she explains. Visit ragonhouse.com for a beautiful assortment of permanent botanicals

Offer smaller arrangements that complement home décor, such as bedside or office arrangements. You can also create unique wall decor or door accents using permanent blooms. The possibilities are endless.

Marketing Ideas

Your website serves as a critical touchpoint for both loyal customers and potential shoppers, especially those searching for a last-minute Mother’s Day gift. To leverage this valuable traffic, optimize your site to capture attention and drive sales. A dedicated Mother’s Day landing page or a prominently featured section on your homepage can serve as an inviting destination for visitors, highlighting your offerings and creating a seamless shopping experience.

Unlike other high-demand holidays, such as Valentine’s Day, Mother’s Day offers greater flexibility, as the celebration spans across the week. This extended window allows retail flower shops to better manage orders, streamline delivery schedules and adjust staffing—helping to reduce stress and increase efficiency. The added time also provides opportunities for more strategic sales and marketing efforts.

One way to capitalize on this flexibility is by launching pre-order campaigns that offer customers incentives for making early purchases. Discounts or perks can encourage customers to order ahead of time, easing the burden on your team and ensuring a steady flow of sales throughout the week.

In addition to your website, social media platforms like Instagram and Facebook provide excellent opportunities to engage with customers and exhibit your flower arrangements. Sharing behind-the-scenes glimpses of your design process or highlighting your team’s creative efforts adds a personal touch and builds excitement. Showcase the inspiration behind your designs on these platforms, emphasizing the thoughtfulness and emotion that go into giving flowers. This will help create a stronger connection with your audience and encourage them to choose your shop for their Mother’s Day gifts.

By combining these marketing strategies—optimized web presence, early promotions and social media engagement—you can attract more customers, build anticipation and boost sales during this meaningful holiday, ensuring that your flower business thrives.

Mother’s Day Trends

Karen Kohout, trends and marketing insights manager at FloraCraft, a leading manufacturer and supplier of floral design supplies located in Ludington, Mich., says that key trends for Mother’s Day 2025 include quaint, cottage-style, and vintage decor and tablescapes that celebrate connection and nature.

“Garden flowers such as daisies, daffodils, peonies and wildflowers in heirloom vases or dried flowers as centerpieces for a special Mother’s Day brunch gathering create that cozy cottage ambiance,” explains Kohout. “Wreaths made with dried flowers, such as chamomile, cherry blossoms and wildflowers, with natural or macrame accents, will also make perfect adornments that moms will cherish this year.

“Color trends for Mother’s Day will range from nostalgic, muted and mid-tones with touches of vivid dark accents to bucolic brights inspired by the countryside and lots of natural or textural greenery,” she adds. “Feminine shades, including soft mauve, violet and plum berry, have a timeless beauty, and uplifting golden hues with rich neutrals, browns and greens reflect nature, comfort and wellness.”

Soft palettes like pinks, peaches, lavenders and creams are classic, but bright hues like coral, fuchsia and sunny yellow are increasingly in demand for a cheerful vibe. Single-color arrangements (monochromatic) are also trending for their modern and sophisticated aesthetic.

Roses, peonies and tulips remain timeless favorites, but many customers now seek modern arrangements featuring unique flowers like Ranunculus, Anemones and garden roses. Sustainability is also a growing priority, with more consumers opting for eco-friendly choices, such as locally grown blooms and sustainable packaging. Loose, natural arrangements with a “just-picked” feel are highly popular, while sleek, structured designs cater to minimalist aesthetics. Additionally, personalized bouquets that reflect the recipient’s favorite colors or flowers are also a popular option.

History of Mother’s Day

Mother’s Day has a fascinating history that spans centuries and cultural traditions, evolving into the modern holiday we currently celebrate.

Origins in Ancient Cultures

Early celebrations of motherhood can be traced back to ancient festivals, such as the Roman celebration honoring Cybele, the goddess of fertility, and the Greek festivities dedicated to Rhea, the revered mother of the gods. These events paid tribute to the nurturing and life-giving roles of maternal figures.

In medieval Europe, the tradition of “Mothering Sunday” emerged, observed on the fourth Sunday of Lent. Initially a day for Christians to return to their “mother church” for a special service, it gradually became a time to honor mothers, blending familial appreciation with spiritual reverence. Flowers, often gathered from the countryside on the way to church, became a cherished symbol of this heartfelt celebration—a tradition that florists beautifully continue to uphold today.

The Birth of Modern Mother’s Day

The journey to the Mother’s Day holiday in the United States is rooted in the heartfelt efforts of remarkable women.

Ann Reeves Jarvis: A pioneering social activist in 19th-century West Virginia, Ann Reeves Jarvis sought to improve community health through her “Mothers’ Day Work Clubs,” founded in the 1850s. During the Civil War, she encouraged mothers on both sides of the conflict to promote peace and reconciliation, embodying the nurturing spirit of motherhood.

Julia Ward Howe: Known for penning the song “The Battle Hymn of the Republic,” Howe brought a maternal voice to social activism. In 1870, she issued the “Mother’s Day Proclamation,” urging women to advocate for peace in the aftermath of the Civil War. She envisioned an annual “Mother’s Day for Peace,” though her efforts did not result in a lasting tradition.

Anna Jarvis: Inspired by her mother’s work, Anna Jarvis became the driving force behind the Mother’s Day we know today. After her mother (Ann Reeves Jarvis) passed away in 1905, Anna campaigned tirelessly for a day to honor the sacrifices and unconditional love of mothers. In 1914, Anna’s vision was realized when President Woodrow Wilson proclaimed the second Sunday in May as Mother’s Day, a national holiday dedicated to honoring mothers. This milestone established a cherished tradition. Mother’s Day continues to evolve but remains a heartfelt occasion to celebrate mothers and maternal figures worldwide.

By Molly Lucille

Every International Women’s Day, Florists’ Review honors the influential women that help form the beautiful community that is our industry. Women are the backbone of floristry, with 87 percent of the American flower industry made up of women, according to a 2022 Data USA survey. Similar trends can be seen worldwide. From growers to wholesalers to designers and beyond, women drive innovation and success at every level of the business. While choosing just a few trailblazers to feature is no easy task, these seven women stand out for their leadership, passion and remarkable contributions to floristry. We’re proud to share their stories as designers, educators, entrepreneurs and visionaries, and to recognize the incredible impact women have had—and continue to have—on the global flower industry.

Eun Jin Yang

Grace Jolie Flowers

Seoul, Korea

@gracejolie_kr

Eun Jin Yang is a skilled designer, floral sculptor and educator in Seoul, Korea. Yang hosts workshops for aspiring designers from around the globe, with the goal of floral education as well as cultural exchange. On top of her studio and educational endeavors, Yang crafts custom designs and installations for fashion photoshoots, experimenting with unconventional materials and techniques. 

Your work is so sculptural and often includes creative materials. What are your biggest sources of inspiration?

I majored in visual design with a focus on brand design, which shaped my aesthetic approach and love for minimal beauty. This perspective naturally extends to my floral design, where I strive to create impactful results without excess. Inspiration often comes from experimenting with unconventional materials. Incorporating elements like fruits or other unexpected objects alongside flowers brings new meanings to the designs. Seasonal changes in color, texture and form also serve as key starting points. Beyond nature, architecture and contemporary art greatly influence my work, as blending sculptural elements with innovative materials bridges the natural world with human creativity.

You often host workshops in your studio, creating fantastical installations with international designers. Can you tell us more about these workshops and the discoveries you’ve made through collaborative design? 

Workshops are not just spaces to teach techniques, they are moments for florists from all over the world to learn and create together. Collaboration allows us to share cultures and perspectives, leading to new ideas. For instance, a flower that is considered common in one country might be rare in another. Observing other florists approach the same material in ways I never imagined gives me fresh perspectives. This process helps me realize the infinite possibilities of creativity and pushes me to grow as well.

Collaboration seems to be at the heart of your work—you are often posting collaborative shoots with models and high-fashion styling. What is your creative process in styling and designing for these shoots?

In collaborative shoots or high-fashion styling projects, storytelling is the most important aspect. I start by setting a clear concept and then share ideas with the photography team, stylists, hair and makeup artists, and models to create a cohesive vision. From there, I select a color palette and flowers that complement the story, along with matching costumes and makeup. I aim to ensure that the floral design harmonizes with the fashion and the set, working on detailed adjustments to create a seamless connection between all elements. I prefer shoots where the flowers don’t dominate but blend naturally into the scene. The key to these projects is communication and mutual consideration to avoid overshadowing each other.

What is an achievement that makes you particularly proud?

One of the most special moments was when florists from different countries came together to work in my space, sharing their unique cultures and perspectives. Through these workshops, I realized that my work goes beyond design and creates meaningful connections with people worldwide. It is incredibly fulfilling to see florists take what they’ve learned during our time together and apply it effectively in their own work. I’m also deeply grateful that people travel to Korea, a small country, to learn about floral design.

Another moment I cherish is when my clients place their complete trust in me. Instead of providing sample photos, they share their budget and entrust me with the entire design process. Seeing them satisfied with the results is an experience I am genuinely thankful for.

Finally, with your approach to education, what core concepts do you work to instill in your students? 

When I teach, I emphasize the importance of “finding your individuality.” While techniques can be learned, individuality and creativity must be discovered personally. I teach my students to observe natural elements and find their unique style through that process. I also stress the importance of not fearing failure and continuously experimenting. Creativity grows through challenges and mistakes. I’ve seen many students give up after trying various approaches, but individuality doesn’t come overnight. It’s through continuous exploration and experimentation that one creates their unique style, which is what I emphasize the most.

Courtney Kneifl

Iris and Fig 

Seattle

@irisandfig

Courtney Kneifl is a floral designer, artist and the owner of Iris & Fig. She has a Bachelor of Arts degree in English and worked in higher education for many years before deciding she wanted to get out from behind the desk to create with her hands. As a longtime gardener, Kneifl is known for creating naturalistic installations, deeply inspired by the nature surrounding her studio in the Pacific Northwest. 

Your portfolio reveals that experimentation and exploration of materials is deeply ingrained in your work. How does this nature of curiosity and playfulness fuel your creativity? Where do you draw inspiration from? 

This is a great question. I’m always drawn to ingredients I haven’t used before and love to try combining old varieties in a new way. Anything that has an interesting shape or texture will catch my attention, and it’s fun to just play around with your materials and see where it leads. I’m inspired by fashion, interior design and of course nature. I recently heard of a fashion theory called the “wrong shoe theory.” It says sometimes wearing the “wrong” or unexpected shoe with your outfit will make it more interesting and elevate your look. I think that’s true with flowers as well. 

Your team designs a wide array of projects—from weddings to editorial, events and beyond. What kind of project gets you most excited? 

I’m honestly excited about any project that’s a good fit stylistically. We always love to try new ideas, so it’s fun when a client asks for something we haven’t done before. As long as we have their trust and the freedom to explore and create, I’m pretty motivated.

What achievement makes you especially proud?

The achievement that makes me feel the proudest is when another floral designer reaches out to me and wants to join our team or asks if we offer classes. There is no greater compliment than when someone whose work you admire or have followed for years admires your work as well.

On top of all the beautiful work you do in Seattle, you also design destination weddings. How do you maintain your floral design voice while traveling? Do you have to alter your process when creating for destination events?

Destination events require a lot more logistics than local events because you have to figure out where to source your materials, where you’re going to create and who will work with you—that’s the hard part. Once those are determined though, maintaining our voice is just a matter of staying curious and open to possibilities. Getting our hands on new materials and seeing what we can create with them is always exciting. 

You mention your garden often in your online posts. How does the process of gardening influence your creative practice and how you perceive flowers?

Gardening is such a huge influence on my work, especially when it comes to creating installations. I love naturalistic design, and when I see a beautiful garden design or a natural landscape, I immediately think to myself, “how can I create that?” My team would also tell you that the phrase I repeat most often when we’re working is, “place the stems as they would naturally grow.” Nature is the best designer, and we can only hope to mimic what she does so perfectly.

Erice McNeff

Everbloom

San Juan Capistrano, Calif.

@_everbloom

Erice McNeff, owner of the Southern California-based Everbloom, is a floral designer known for her refined, organic and artisanal designs. Driven by a passion for aesthetic harmony, she draws deep inspiration from life’s natural artistry. An accomplished award-winning designer and entrepreneur, McNeff is` also an acclaimed floral educator, recently recognized on The Knot’s “Ones to Watch” list and as one of Mayesh’s Design Stars.

Your work has such a rich, artistic approach, with a lovely balance of color. Where do you draw your inspiration from? 

Thank you! I draw inspiration from so many different places. If I’m just designing for fun, I might get inspired from other artist’s work I stumbled upon online. (I’m always on Instagram or Pinterest looking to see what trends are catching on or what creative ideas others have.) Sometimes the flowers themselves inspire me. When I’m shopping at the flower mart the right combination can fall into place so naturally, I don’t even feel like I’m thinking too much about it. I’ve found that I’m most attracted to compositions that feature movement, texture and harmonious color palettes, so I’m always looking to source flowers that feature those elements. If I’m designing for an event, I will draw much of my inspiration from the event design as a whole. It’s a priority of mine to ensure my pieces seamlessly fit with the rest of the design. I’ll spend far too long immersing myself in the design concept, so I have a strong understanding of it. From there, I’ll dive deep into flower availability and begin putting together a wish list of items that look and “feel” like they belong. After that, I like to play around with different compositions until I perfect the floral design.

You’ve been recognized on major platforms like The Knot’s “Ones to Watch” and selected as one of Mayesh’s Design Stars. How does it feel to have your work acknowledged and honored by such prestigious names in the industry?

It’s so humbling and I’m so grateful. You can easily feel siloed in this line of work. I’m my own boss and only employee, so recognition like that oftentimes feels like the “pat on the back” others might get in traditional jobs from co-workers or supervisors.

As a floral educator, what are the core principles that guide your teaching approach?

First and foremost, I’m passionate about florists having a strong working knowledge of their business finances and processes. I love to teach budgeting, back-end processing and efficiency. I’m also known to chat with my freelancers about bookkeeping and basic accounting practices. I think these skills are just as important as learning how to design because keeping tabs on this area of your business is what allows us to pay ourselves, provide for our families and ensure that we’re being paid our worth. 

When it comes to teaching design, I love teaching florists how to create dimension and movement. It took me years to figure out how to do this in my own work, so helping others unlock that skill is very rewarding for me. 

In the “About Me” section of your website, you mention that floristry was an unexpected discovery for you. Can you tell us how you began?

I graduated school with a degree in broadcast journalism and media production and wanted to pursue a career in TV and movie production. My first job out of college was as an assistant to talent managers and producers. I quickly came to hate it. The hours were grueling and the standard for perfection was high. After some time, the pressure became too much for me and I moved home with my parents. I didn’t have a clue what I wanted to do next. With advice from my dad, who told me to “pursue what sounded fun or interesting,” I took a job at a flower shop cleaning buckets. I ended up falling hard for it and quickly knew I wanted to do flowers forever. 

What achievement makes you particularly proud? 

I’m proud of the community I’ve found and built within the world of flowers. I’ve made some dear friends with whom I love working. I’m always so thankful they show up to help when I need it. We have fun together, and our studio chats are always something I look forward to when it comes time for a job to start. 

Rachel Cho

Rachel Cho Floral Design

Long Island City, N.Y.

@rachelchofloral

Rachel Cho is the visionary behind Rachel Cho Floral Design, a premier flower company based in New York City. As a first-generation American and native New Yorker, Cho discovered her love for flowers in her mother’s small Bronx flower shop. This early connection inspired her lifelong passion for floral artistry, which she has honed into a distinctive, sophisticated style shaped by the dynamic energy of the city. While balancing high-profile collaborations, expanding her digital presence and raising three children, she exemplifies the spirit of a modern entrepreneur who seamlessly blends artistry with business acumen. 

Your studio designs for a wide variety of clients—from hospitality to events to high-profile brand collaborations. How do you maintain your floral design voice across these vastly different platforms?

When we look at a project, so many factors are important to how the end product will translate. I look at the context for the event, the client, the venue and any particular purpose or theme of the event. An initial call or consultation is supremely important in learning the context of the event, as that sets the tone for how we would approach the design, florals used and what the style and colors would be. I always find that the flower choices are the easy part. The bigger challenge is finding the essence and style of the event that reflects the client and the purpose for the event. 

What are some sources of inspiration that influence your creative process? 

The inspiration is always the client and finding their essence. The words they use, the photos they show and seeing what they gravitate towards is always the initial inspiration. We then find work from our past, search through social media channels, such as Pinterest or Instagram, and put coloring and florals together based on what would be available at the time of the event. Mood and design boards are extremely important in conveying the look and feel for the flowers, vessels and styling choices we want to make.

What is an achievement that makes you especially proud? 

That is a very hard question to answer for someone who is always looking back at what we can do to be better next time! If I were to celebrate one thing I’ve learned in the 20 years I have owned this business, it is adaptiveness and being open to change in order to stay relevant. That applies towards staying relevant in design, being at the forefront of social media influence in my niche with content creation and investing in business coaching to be the best boss I can be to a great team I’ve taken years to build. If I can add to that, when my husband joined me 10 years ago to run this company, we needed to make big changes to be able to reap the benefits of being a husband-and-wife team while minimizing the family drama that can come from co-owning a business with your spouse.

Alongside your work in the flower studio, you’re also an educator, having taught courses at FlowerSchool New York and regularly sharing educational content on social media. What advice do you share with beginner florists?

There are three core pieces of advice: 

• Practice makes perfect. Be open to being critiqued and criticized. 

• Be open and adaptive. Every studio has a different way of doing things, so first learn all the “rules” and be open to the different ways florists do things. 

• There are various ways we achieve the same result, and as long as you are open to learning, you will continue to expand your knowledge and be comfortable with the botanical materials you are working with. 

Kiana Underwood

Tulipina

Stone Ridge, New York and Como, Italy

@tulipinadesign

Kiana Underwood is the visionary founder of Tulipina, a globally celebrated floral design studio known for its artistic and opulent arrangements. Renowned for her bold use of color, texture and unique combinations, Underwood has redefined modern floral artistry. Her 2018 debut book, Color Me Floral, covers the secrets to designing show-stopping monochromatic arrangements for each season. Tulipina’s Floral Fantasy, her second book published in 2023, features an interview-style reflection on Underwood’s creative journey alongside hundreds of images of her favorite creations.

Your floral design is the definition of elegance and opulence. What are some sources of inspiration for your work?

Thank you so much. Inspiration comes at me in waves, usually based upon something that I’ve seen unrelated to flowers. It might be a piece of art, a song or composition, an article of clothing, architecture, or simply a color or texture. These may inspire me for a color palette, flower variety and even a shape, whether for individual compositions or larger-scale installations. It’s hard to describe precisely how my designs come to be, as they are loosely pre-planned and take final shape during creation—which can be a challenge for wedding design. Once I have everything in front of me, the misty plan in my head escapes into art.

Can you walk us through your process of creating large-scale, immersive installations?

Similar to my previous answer regarding inspiration, we generally know the scope and scale of an installation during the planning and design process. I will sketch ideas, and we render those ideas in color drawings for clients. I always emphasize that any rendering is only an approximation. Once we have all the flowers and our structures built (partially in the studio or onsite), the final design evolves to the point that I feel it is complete in the best representation of Tulipina.

What’s an achievement that makes you especially proud? 

We did a rehearsal dinner at the Opera Garnier (Paris Opera House) in late 2023 that was massive in scale, with only 10 hours onsite to build out the space. We scaled our team to twice its standard size and produced something extraordinary that I remain incredibly proud of.

Finally, you have published two amazing and successful books. What was the feeling of seeing your design in print and watching the audience respond to your work? 

Books are a lot of work. I have massive respect for all authors in a different way than I ever could have before Color Me Floral and Tulipina’s Floral Fantasy. I enjoy connecting with florists and flower enthusiasts at book-signing events and workshops and learning how my journey as a designer has inspired others. Plus, it’s always fun to come across one of the books in a random bookstore and think, “Hey, I made that.”

Pilar Buitrago

Alexandra Farms

Bogota, Colombia 

@alexandrafarms

The artistry of floral design wouldn’t be possible without growers. In turn, the artistry of growers wouldn’t be possible without the biologists that carefully monitor, develop and test new botanical varieties. One such biologist is Pilar Buitrago of Alexandra Farms in Bogota, Colombia. Since 2011, every new variety that is introduced to the farms’ portfolio of gorgeous garden roses first must pass muster with Buitrago and her team. 

What drew you to the flower industry and to Alexandra Farms specifically?

I felt drawn to botany during my university studies. Since then, I’ve worked primarily on plant conservation, care, rooting and phytopathology. Having previously worked on projects that help Indigenous communities preserve species or even identify and battle bacteria in Leticia (the Colombian portion of the Amazon Rainforest), I discovered that I was also interested in agriculture and how greatly overlooked it can be in such fertile land like Colombia. I focused on floriculture from then on. 

In the search for businesses that brought something different to the industry, I stumbled upon the Alexandra Farms website in 2010. What stood out to me was a picture of the variety ‘Baronesse’—fully open and shining. I completely fell in love with it. I read through the descriptions of flowers and the staff page. I didn’t hesitate to contact the president and offer my knowledge as a biologist. I realized that Alexandra Farms was looking for someone they could guide and train to specialize in garden roses from a scientific standpoint, rather than someone who was already an expert. I’ve always been interested in learning alongside a team of supportive leaders, so I felt very lucky they chose me.

At the time, Alexandra Farms was beginning to consolidate a handful of new processes, improving the productivity area, postharvest care and handling, and initiating socio-environmental measures to apply to production. I got to participate in all of it! It was a relatively small business in comparison to other big names in Colombia. What I liked about that (and still like, even though we have grown a lot) was the novelty. Every part of the process was unlike anything I had worked on before, and the humanity of every team member has always made me feel very grateful. I always learn from my mentors, and I get to work with spectacular, unique, beautiful flowers every day.

You also help ensure the farm upholds its Colombian “green label.” What sustainable practices do you implement on the farm to maintain that certification?

Our team works within sustainability measures from a socio-environmental angle and from a judicial and marketing standpoint. Annually we update our sustainability and work environment practices, according to Colombian legislation and our discoveries in the development of processes. Each year, we apply for a Florverde Sustainable Flowers certification, and we have received it for 10 consecutive years, including 2025. This has allowed us to guarantee ethical production and high-quality flowers to our clients based on social and environmental responsibility. 

We develop a series of programs yearly to implement viable and sustainable practices in every part of our workflow: a robust program on water conservation and responsible consumption that’s tied to our hydroponic crops and rainwater storage; one for the responsible use of and guided instruction on active chemical ingredients; a carbon footprint program to manage and optimize fuel use and energy; integral management of waste products; and a biodiversity and landscape preservation program to keep native species flourishing.

When selecting roses to cultivate on the farm, what qualities do you look for?

We are always looking for varieties that are exceptional in their look and performance. Every year we source through different breeders around the world to look for the nostalgic, innovative and romantic flowers that represent our brand. We have an incredible team working to select new varieties to undergo a trial process. During the first phase of trials, we select rose varieties from various breeders and examine color (mainly tones for weddings and events), shape (we look for fullness, large petal count and romantic shapes like cups, quartered petals, heart shapes, rosettes, etc.) and – preferably – a romance-evoking fragrance. We also look for a long vase life and, overall, exceptional beauty.

Throughout the second phase, we evaluate more significant characteristics like production rate and stem quality. We test varieties to see how they handle the shipping process (temperature shifts and packaging). We also run trials by sending small amounts of stems to designers and other industry partners for feedback. This helps our team design a future marketing strategy.

Our aim is always to achieve a catalog full of the highest quality and best-performing garden roses with beautiful shapes and colors, long vase lives, durability through the shipping process and high productivity. Finding all these qualities in a garden rose is difficult, but this is our motivation to continue conducting relentless and thorough testing every year. We’re thrilled that we will add some fabulous new varieties to our collection this spring.

What’s a specific achievement that makes you proud?

I’m very proud to contribute to my country as a biologist at Alexandra Farms with the development of fieldwork and floriculture. This work has been incredibly demanding but equally gratifying. We look after our natural resources and spread awareness to everyone we work with. We apply scientific methods to every initiative to keep the business growing. We learn through multiple trials and educate others on how to best build sustainable processes and maintain good teamwork. I’m lucky to work alongside so many excellent and ethical professionals.

Sylvia Bustamante Gubbins 

Founder of Madrid Flower School

Madrid

@madridflowerschool

Sylvia Bustamante Gubbins founded Spain’s Madrid Flower School in 2019 and co-founded Madrid Blooms Congress in 2024. An historian, journalist and person who’s always in the process of writing, Gubbins swapped letters for scissors. At age 48, she attended a floral design class at the New York Botanical Garden and found her true passion. In addition to starting the Madrid Flower School, she has floral designer certificates from London Flower School and FlowerSchool New York.

When you were in the process of opening the Madrid Flower School, what were your main goals?

My goal was to give a round education. Because I’m a journalist, I know the importance of photography and marketing skills. Everything is to tell a story in the best possible way and to draw attention to the aesthetics when presenting a product. I don’t want my students to repeat, but to express themselves when designing. You have to find your voice, and the sooner, the better. To be different is a must!

What inspires you in your creative work?

The school is not me only. Each person on my team comes from a different country and culture. They have different ages, and even the music we like differs. Diversity is what makes our work enjoyable. And I give them the freedom to do whatever they want. But I have the last word. We can take inspiration from books, history, magazines, fashion and other florists’ work. We are open to the world!

It must be so fulfilling watching your students go on to have creative, successful practices, studios and careers. What is a core lesson you like to teach your students?

Very fulfilling. The core message right before they graduate is that they are not alone. We have a community that can answer questions, give a hand and even travel. We are here to help! The second is to honor what you can give to the world. Only by being yourself will you be satisfied with your work. 

Tell us about an accomplishment that makes you proud.

During the Pandemic, I organized two groups—one in Spain and the other in Latin America—that connected the different actors in the industry. The group in Peru pushed a campaign for the government to approve the recollection, distribution and sales of flowers with a special law. It touched my heart because I’m also Peruvian.

I see online that you used to be a journalist and studied creative writing! From one writer to another, do you find any parallels in your creative approach to writing versus your creative approach to floristry? 

Yes! Instead of using words, I’m using flowers. But there is a difference with the writer. You can invest years in writing a book, but it only takes 15 minutes to design a bouquet. 

Sophie Powell 

U. FL. O. Unidentified. Floral. Object. 

London

@u.fl.o.london

Florist, educator and Instagram’s “Flower Crown Queen,” Sophie Powell has a distinctive and fun approach to design. With more than a decade in the industry at some of London’s top florists and five years of teaching at the legendary McQueens Flower School, Powell unveiled her own studio—U. FL. O. Unidentified. Floral. Object.—in 2023 and has been inspiring us ever since. From impressive installations to events and wearables, her approach to flowers helps us view each bloom in an entirely different light.

Your designs are so unique and playful. What inspires you? 

Thank you so much. To be honest, it’s the flowers themselves that inspire me. Even in my other work (not just the crowns), I look at their color, their form, whether they are fluffy or shiny or if they remind me of an object, such as a feather or a fabric or even toys. Sometimes where they grow takes me somewhere, so their origin. For example, I once made an English garden crown and included little garden gnomes. I guess I prefer to look at life through fun glasses rather than serious ones. Quite childlike or what the professional artists would call naive. And if I can include what I call a “wild card” object or prop—that is the best for me! That’s what I really enjoy.

What accomplishment makes you especially proud? 

I’ve been so lucky to have been involved in a few mega moments that I’ll be eternally grateful for. But the ultimate one that I’m going to find it very hard to top is when I taught my signature crown design in Frida Kahlo’s Blue House in Mexico City to 30 amazing women. There was a moment when one of the ladies said to me (in Spanish), ‘Frida is here right now looking over us.’ Honestly, it sounds a bit over the top, but I cried. We were making the crowns in the garden in the sunshine without music and the birds were singing, and honestly that’s where I felt the real magic of flowers connecting us all. And of course, Frida being one of my huge idols—what an amazing opportunity!

You’re an accomplished educator as well as a floral artist. What lessons do you strive to teach your students? 

Oh wow, thanks so much! As I have mentioned before, and maybe if you know me, you’ll know that I am not someone who takes themselves very seriously. I do take passing on knowledge seriously, especially if students want to become professionals. I will of course be professional, but for me, it’s about confidence. Be confident in what you do, and your client will choose you time and time again. Remember flowers are already beautiful, we are lucky that we work with a medium that has already done all the hard work. Unlike working with clay or glass where you have to start from scratch, flowers are already complete, so it’s very hard to make something bad. If you have confidence in your design, then people will love it. Respect your medium and the design will bloom! 

Beyond being the “Crown Queen,” you also create set design floristry, installation and other creative projects. Does your approach change for different projects, or do the same principles guide your process across the board?

My goodness, the Crown Queen—that’s a huge title. I am so grateful of everyone’s support of me shoving flowers on my head, but I think I still have a long way to go before I can sit on any throne! Unfortunately, I am one of those people that leaves everything to the last minute. I was the same in school with art projects. I’d be up through the night making my papier-mâché design in my dad’s garage. And to be honest, my approach is exactly the same now, just not in my dad’s garage. I am a lot more productive with a very short deadline. I think it’s because I overthink things, but if I leave it to the last minute, I am far more confident and just go for it. The lead up to the “mad panic of construction” is normally a lot of time with ideas buzzing around my head, sketching terrible drawings and going to the flower market (which sounds productive but isn’t as I get distracted with other random pretty things and chatting). I am fortunate that my partner is also a florist, so I can pick his brains about flower choices, availability and longevity. He is the grown-up florist in our relationship and helps me come back down to earth on what is possible. Poor guy, he never has a day off when I’m in the creative mode.

Sponsored by Alexandra Farms and Fitz Design

For 26 years, florists have enthusiastically shared photos of their work for our annual “Picture Perfect Weddings Contest.” Each year, we are captivated by breathtaking designs that transform weddings into unforgettable experiences. From grand installations to intimate details, these entries showcase the heart and creativity of floral design at its finest. This year was no exception, with more than 110 submissions showcasing an array of stunning wedding flowers that graced wedding ceremonies and receptions in 2024.

This highly anticipated event celebrates the artistry, innovation and passion of the floral industry’s most talented professionals.  We’re honored to highlight your exceptional work and share the inspiration that elevates our industry. Let’s celebrate the beauty, stories and artistry that make wedding flowers truly picture-perfect.

Florists contributed photos of their finest wedding floral creations from 2024 across various categories, including:

• Bouquets

• Ceremony Décor

• Reception Décor

• Flower Installation

• Wearable Flowers (including corsages, boutonnières, hairpieces/headpieces, flower jewelry and more)

Our panel of judges meticulously selected their favorite designs in each category. The winning designs are showcased within these pages and on our website, FloristsReview.com. We extend our gratitude to all the talented designers who participated and offer hearty congratulations to all the deserving winners!

The winner of the “Best Overall Wedding” category will receive 240 stems of exquisite garden roses from Alexandra Farms and a feature in an upcoming issue of Florists’ Review. The first-, second- and third-place winners of the “Wearable Flowers” category will receive a collection of products from Fitz Design.

Winners

Best Overall Wedding

Emily Lin

Love Blooms

Alexandria, Virginia

@LoveBloomsDC

Photo Credit:Manda Weaver

Emily will receive 240 stems of exquisite garden roses from Alexandra Farms and a future feature in an upcoming issue of Florists’ Review.

Best Wearable Flowers

The winner will receive a collection of products from Fitz Design valued at $350.

Congratulations to Anne Thorne of Thorne Floral, located in Kansas City

The second-place winner will receive a collection of products from Fitz Design valued at $150.

Congratulations to Michelle Lane from Something’s Blooming, located in West Hills, California

The third-place winner will receive a collection of products from Fitz Design valued at $100.

Congratulations to Toni Sicola from Tangled Sage Event Artistry in Moab, Utah.

Best Bouquets

Carley Watts

Sweet Stems and Co

Washoe Valley, Nv

@Sweetstemsandco_

Emma Wynn Paul Photography

Runner ups

Jennifer Wilson-Wilson Plant Co.

@wilsonplantco

Photos: Luke Story @lukestoryvisuals

Anne Thorne-Thorne Floral

@thorne.floral

Cassidy Drury Photography

Amy Hall-Botanical Floristry

@BotanicalFloristry

Best Ceremony Décor

Jen Turriff

The Local Petaler

St. Charles, IL

@thelocalpetaler

Photography by Bailey Anselme

Bailey Creative Co

@baileycreativeco

Best Reception Décor

Chloe Kweon

A la Chloe

Mercer Island, WA

@alachloe

Photo credit: Michellia Fine Imagery

What I love most about wedding florals is their ability to transform a space and set the tone for the entire event. Flowers have a unique way of creating atmosphere, whether it’s a whimsical garden feel, an opulent luxurious ambiance, or a minimalist artistic statement. It’s magical to see a space come alive through floral design.

Best Flower Installation

Brittany Murray-The Flowerslinger

Fayetteville, AR

@THEFLOWERSLINGER

Photo credit @theflowerslinger

Ashley Drago-Damselfly Designs

@damselfly.designs

Joseph Lin Photography

instagram @joelinny

Katya Hutter-Katya Hutter Floral Design

@katyahutterfloraldesign

Alexandra Vonk- photo credit

Honorable Mentions

Anthologized and written by Tonneli Grüetter and Molly Lucille

The flower industry is poised for an exciting transformation in 2025, with five bold trends set to shake up the way florists approach design. These trends—“Brutalist Bliss,” “Floral Focus,” “Cucina Carnival,” “Meadow Modernism” and “Rodeo Rambler”—offer a refreshing departure from traditional floristry, infusing creativity, environmental friendliness and sustainability, and individuality into every arrangement. Whether you’re a retail florist, event designer or delivery specialist, these trends will breathe new life into your craft and provide fresh inspiration for the year ahead.

Floristry is constantly evolving, and staying ahead of the curve is crucial to remaining competitive in a dynamic marketplace. With our annual “American Floral Trends Forecast,” we offer florists a valuable opportunity to lead the industry by exploring new styles and techniques. This year’s trends highlight a diverse range of influences from across the globe, giving florists the tools they need to push boundaries and captivate their clients. The key to embracing these trends is to think holistically: What cultural or environmental factors are driving these trends, and how can they be adapted to suit your community or customer base? It’s about not only following the latest trend but also understanding the deeper influences and using them as a springboard for personal creativity and growth.

These five trends offer a diverse array of possibilities for florists to explore, from embracing nature’s wild beauty to experimenting with bold colors and sculptural forms. As floristry continues to evolve in 2025, florists are presented with an exciting opportunity to push the boundaries of their craft; create meaningful, innovative designs; and keep their clients inspired. Whether crafting a minimalist bouquet or creating a dramatic, showstopping centerpiece, these trends provide frameworks for floral designers to grow creatively, experiment and thrive in the year ahead.

Trend 1

Brutalist Bliss

Floristry is undergoing a dramatic transformation with “Brutalist Bliss,” a modern, masculine and often polarizing trend inspired by the bold textures and use of raw, utilitarian materials—exposed concrete, steel and glass—of the Brutalist architecture style that emerged in the UK in the 1950s, following World War II and remained popular through the 1970s. The Brutalist architecture movement, a.k.a. Brutalism, embraced honesty in materials and unapologetic forms, and it is unmistakable: heavy, monolithic and unapologetically robust. (Defining examples include London’s Trellick Tower and Barbican residential buildings.)

This new floral design trend reinterprets those principles, replacing concrete and steel with accessible natural elements like dried grasses, Gladiolus and Gloriosa lilies. The hallmark of “Brutalist Bliss” is its fearless celebration of texture and structure. Feathery grasses contrast with waxy Anthurium, and heavy orchids juxtapose with light larkspurs, creating dynamic sculptural arrangements that reject fussy adornments and delicate frills in favor of commanding impact. Color plays a pivotal role, with rich hues like lacquer red, verdant green and warm amber arranged in bold, architectural compositions that demand attention.

This style’s accessibility is part of its charm. Affordable, practical materials like strawflowers and Gladiolus embody the ethos of sustainability and resourcefulness, mirroring Brutalism’s post-war origins. Yet, the trend’s appeal isn’t just pragmatic; it’s artistic. The thoughtful balance of colors, textures and negative space ensures Brutalist-inspired arrangements feel striking yet harmonious.

“Brutalist Bliss” challenges traditional floristry, encouraging designers to think architecturally and work with scale. Whether creating a monumental installation for a cosmopolitan event or a smaller statement piece for a gallery opening, this style exudes modernist elegance. It’s not about delicacy; it’s about celebrating the raw, natural beauty of materials in a way that feels bold, contemporary and deeply tied to its time.

For those ready to embrace this trend, the key is to think big. Layer textures, experiment with forms and build compositions that command attention. “Brutalist Bliss” is more than a trend; it’s a statement, pushing the boundaries of floral design into bold and uncharted territory.

BOTANICAL ELEMENTS
Grasses, twigs/branches, tropical foliages, Gloriosa, Gladiolus

COLOR PALETTE
“Mocha Mousse” (Pantone’s 2025 “Color of the Year”), rich lacquer red, amber, the full range of greens

FASHION REFERENCE
The Row (Ashley and Mary-Kate Olsen’s fashion brand)

MUSIC INSPIRATION
Nublues album by jazz vibraphonist Joel Ross

WATCH LIST
Dune (the movie)

IDEAL USE
Corporate events, editorial features, interior design

Trend 2

Floral Focus

Step into the enchanting world of “Floral Focus,” a trend that elevates monobotanical, or mono-floral, design to an art form. By spotlighting a single flower variety, this style celebrates the intricate interplay of color, texture and form, proving simplicity can hold extraordinary complexity. Whether showcasing creamy daffodils, glassy pink lilies or fluttering yellow orchids, the look highlights nature’s subtle variations while exuding a feminine, whimsical charm.

Drawing inspiration from global floral folk art, “Floral Focus” blends traditional craftsmanship with modern sensibility. From European painted motifs to the delicate beaded flowers of the Americas, these influences inform the trend’s ethereal aesthetic. Yet, monobotanical designs remain dynamic—playing with multiple colors or varieties of one bloom to create sculptural depth and visual intrigue. For example, apricot tulips or violet-blue hyacinths arranged in cascading bouquets exemplify its sophisticated simplicity.

The color palette evokes spring’s vibrancy with soft yellows, pinks and violet-blues, punctuated by bursts of orange, for unexpected energy. This harmony of hues ensures each arrangement feels fresh and intentional. Perfect for weddings, the trend’s cascading bouquets—like streams of pale daffodils or Butterfly^™ Ranunculus—merge drama with delicacy, creating unforgettable wearable floral art.

Versatile and timeless, “Floral Focus” suits both grand and intimate settings. Imagine garlands of strawflowers adorning staircases or an arrangement of single-variety sweet-peas in a pastel glass vase, exuding quiet elegance. Its emphasis on traditional craftsmanship celebrates the natural beauty of flowers while inviting a renewed appreciation for intentional design.

To embrace this trend, start with a single bloom that inspires you. Focus on form, texture and harmony, creating designs that feel both effortless and profound. With “Floral Focus,” beauty lies in simplicity and the magic of the singular.

BOTANICAL ELEMENTS
Daffodils, tulips, hyacinths, Ranunculus, roses

COLOR PALETTE
Sophisticated pastels—pale yellow, blush pink, soft violet-blue—punctuated by bursts of energetic orange

FASHION REFERENCE
Zimmerman (Australian fashion brand)

MUSIC INSPIRATION
Metamorphosis Complete album by Infinity Song (soft rock)

WATCH LIST
Bridgerton (Netflix’s historical romance TV series)

IDEAL USE
Weddings, home decor, sympathy

Trend 3

Cucina Carnival

The latest trend in floral and event design, “Cucina Carnival,” merges food items with flowers and foliages into opulent yet playful creations. Inspired by the Italian Renaissance-era colorful glazed terra-cotta statuary and sculptures of Luca della Robbia—think of classic fruit-filled wreaths on terra-cotta pottery—this trend celebrates abundance and elevates humble produce and other food items into a vibrant art form.

Picture cascades of tomatoes, glossy grapes and dew-kissed cabbages arranged with crusty baguettes or hand-crafted pasta swirls. These compositions balance high-brow aesthetics with nostalgia, perfect for a Tuscan-inspired tablescape adorned with jewel-toned radicchio and roses or a whimsical table scattered with daisies and spires of fresh bread. Versatility is key: this trend graces fashion week after-parties and backyard weddings alike.

The color palette hums with bold, natural hues: the velvety green of cabbage, the crimson of tomatoes and the rich deep purple of Concord grapes. Saturation reigns supreme. Textures play an equally vital role, juxtaposing the smooth skin of produce with soft petals or rustic bread crusts.

Designers approach “Cucina Carnival” in two styles. The whimsical approach leans into cheeky decadence, with stacked baguettes, wired waxy peppers or dried pasta as “floral” fillers. The disciplined approach draws on gallery aesthetics, creating precise, harmonious compositions in which strawberries spill like paint or grapes mound dramatically.

This trend’s charm lies in its ability to turn everyday items into extraordinary art, embodying humor, creativity and resourcefulness. It thrives in grand corporate events, where it balances sophistication and wit, and in intimate celebrations, evoking community and abundance.

To try this trend, embrace abundance and play with contrasts. Pair rustic bread with silky tulips or poppies for texture and balance. Above all, celebrate the beauty in simplicity—whether through a cascade of cherries or a pile of croissants. With “Cucina Carnival,” the simplest ingredients transform into joyful masterpieces. It’s art, humor and a delicious excuse to play with your food.

BOTANICAL ELEMENTS
Roses, Butterfly^™ Ranunculus, feverfew, daisies, radicchio, tomatoes, grapes, berries

COLOR PALETTE
Red, yellow, green, violet

FASHION REFERENCE
Willy Chavarria (American menswear)

MUSIC INSPIRATION
Dino: The Essential Dean Martin album by Dean Martin

WATCH LIST
The Bear (FX/Hulu’s psychological comedy-drama TV series)

IDEAL USE
Weddings, corporate events, editorial features, housewarming gifts

Trend 4

Meadow Modernism

The movement of grass, shifting in the wind. The curl and climb of a vine as it stretches and grows. Golden light-dappled leaves, delicately arched branches, a butterfly’s wings across a meadow. A new era of nature-inspired floristry has begun. As a focus on environmental friendliness and sustainability continues to influence the decisions and direction of the flower industry, a foraged, untamed look is on the rise. The “Meadow Modernism” trend exemplifies an era of design that crafts installations, designs and texture choices around the way nature exists on its own.

Unlike the “wildflower” or “garden” buzzwords that are ever present in the flower industry, this trend is less about blooms themselves and dives almost entirely into a study of texture and movement, responding to the natural shapes, textures and forms of nature. Textural grasses such as ‘Frosted Explosion’ grass (Panicum elegans/P. capillare), feathertop grass (Cenchrus longisetus) and other ornamental grasses are a large focus of this trend. Woven, intertwined or left unbound, these grasses are utilized not as an accompaniment but as the focus of “Meadow Modernism” arrangements. As previously mentioned, this trend is full of distinctive foraged textures, often embracing imperfections, dried elements, curling vines, and an often overlooked and underappreciated element—“filler” flowers.

This trend can be seen most frequently in installation work for events and weddings, crafting spaces that appear to have “grown” in place, but they are also seen creating micro grasslands on tablescapes and in daily shop environments, with foraged-style arrangements. Fresh plants can be utilized to further craft this natural look, as well as inclusions of entomology references, mosses, branches, etc. Often, due to the natural appearance of these arrangements, the containers and mechanics are completely concealed, furthering the feeling that one has simply stumbled upon nature simply existing, teeming with life and vibrancy.

BOTANICAL ELEMENTS
Grasses; foraged elements; “filler” botanicals such as Queen Anne’s lace, Sedum, yarrow, chamomile, Spiraea, Astilbe, seedpods

COLOR PALETTE
Earthy hues, golden yellows

MUSIC INSPIRATION
Six Songs for Invisible Gardens album by Green-House

IDEAL USE
Installation work

Trend 5

Rodeo Rambler

Time to don your tassels, dust off your cowboy boots and giddy-up! In 2025, we are celebrating a shining pink, peaches-and-cream Western dream with the “Rodeo Rambler” trend. Western influences have been dominating pop culture, fashion and music over the last year. More artists than ever experimenting with a country sound (notably, Beyonce’s Cowboy Carter album), donning rodeo-inspired fashions with tassels, denim, boots and hats. These Wild West influences are extending now into the flower industry with a fun, rhinestone dazzle, Dolly Parton-style twist.

“Rodeo Rambler” is all about having fun and being bold; bold colors, textures and unexpected color combinations dominate this trend. Experimentation with fun focal flowers such as Anthurium, orchids, cactus flowers, with bold hues of pink, apricot, orange and even chartreuse, accented with elements of tassels, rope, boots and even decorated Anthurium blooms. To properly showcase the bold bloom-forward style of this trend, designs are utilizing primarily stacked, layered blooms with minimal foliage and fillers to maintain a curated yet maximalist style.

For daily shops, try utilizing playful containers into daily flower arrangements to bring this trend into everyday arrangements, birthdays and smaller parties, paired with Western-themed cards and stationery. For events and weddings, Western-inspired clothing choices are becoming wildly popular, so unique and fun wearables and personal flowers are a great way to jump on this trend and pair with these trending clothing choices. Tablescapes can be crafted to include Western influences, as well, scattered with cacti inclusions, woven rope or even cowboy hats on the backs of chairs. Regardless of how you incorporate this trend, the “Rodeo Rambler” trend pours itself a cup of ambition, keeps on dancing and invites you to come along.

BOTANICAL ELEMENTS
Decorated Anthurium, orchids, cacti, Cosmos, Ranunculus, garden roses

COLOR PALETTE
Bold pinks, fuchsias, apricots and oranges; white

MUSIC INSPIRATION
Cowboy Carter album by Beyoncé; “Pink Pony Club” song by Chappell Roan

IDEAL USE
Weddings, daily arrangements

Guests: Floral designer Beth O’Reilly and Laura Walsh with Smithers Oasis

Join us as our guest Beth O’Reilly shares her exhilarating experience as a contestant on “Full Bloom” and the global impact of her artistry. Her story highlights the emotional highs and lows of the competition, including heartfelt moments of missing her family. Beth opens up about how floristry has fostered meaningful connections and inspired many through her TV presence and social media. You’ll get a glimpse into the behind-the-scenes world of floral design competitions and how they can transform personal and professional lives.

Laura Walsh, the Director of Marketing at Smithers Oasis, shares her journey from her childhood on an Angus cattle farm to becoming a prominent figure in floriculture marketing. Discover how her deep-rooted passion for agriculture led her to explore floral design, and how her experiences in floral education have shaped her innovative approach to product development at Smithers Oasis. We promise you’ll gain insights into how understanding floral design can elevate your marketing skills and ignite creative product innovation.

We share personal stories of balancing career, motherhood, and marriage, reflecting on how these experiences intersect with our love for floristry. Expect a lively blend of industry insights, personal anecdotes, and thoughtful discussions on the future of floral design.

Visit our website Floristsreview.com to subscribe so you will be notified when we have a new episode available. –  we greatly appreciate your support!

The Flower Hour with Florists’ Review podcast is available through Apple, Google, Spotify and our website floristsreview.com

Meet our Guests

Beth O’Reilly, a renowned florist and educator with accolades from AIFD and TMF, is also with us. Beth has an incredible story, from her creative inspirations to her experiences on the hit show Full Bloom. She has over 25 years of experience in which she has gained extensive knowledge in almost every aspect of the industry. From traveling abroad handling product development and design trends for a permanent botanical manufacturer in China, to working and owning a retail shop of my own for many years.

Joining us today is Laura Walsh, the brilliant Director of Marketing at Smithers Oasis North America. Laura will share her journey through the floral marketing landscape and how she navigates the ever-evolving industry trends.

FR’s second annual recognition of our readers’ favorite designers—and more—of the year

By Molly Lucille

As 2024 winds to a close, we’re thrilled to announce the return of our second annual “Reader’s Choice Awards,” where our community comes together to honor outstanding talent and creativity. Every month, within the pages of Florists’ Review, it’s our joy and passion to share the best and the brightest of the flower industry, celebrating your triumphs and sharing inspiration, innovation and the magic that makes our industry truly special. In October, we opened the polls to our readers and asked for your nominations in the following categories:

• Favorite Installation Designer

• Favorite Floral Couture Designer

• Favorite New Flower Varieties

• Favorite Floral Instagram

• Favorite New Book Release

• Favorite Florists’ Review Tutorial

• Favorite Florists’ Review Cover

The response this year was truly extraordinary! Your voices have been heard, and the overwhelming support for the winners on these pages was truly heartwarming. In many categories, the competition was so close that we couldn’t limit ourselves to just the first-place winners—so we’re also honoring the second- and third-place winners in all categories this year (after all, this is an Olympics year)!

Thank you for your continued support and for being a part of the incredible flower community we all cherish. Now, let’s meet this year’s winners!

FAVORITE INSTALLATION DESIGNER

Semia Dunne

Flowers by Semia

Providence, R.I.

flowersbysemia.com

@flowersbysemia

Creating experiences and transforming environments that captivate and transcend expectations is at the heart of designer Semia Dunne, owner of Flowers by Semia in Providence, R.I. Dunne and her team create lavish, lush environments defined by an adventurous creative spirit and a soulful connection to the natural world. Dunne has been recognized as one of the nation’s top floral designers by Martha Stewart Weddings and was included in our 2022 list of the 125 most exciting floral artists in North America.

2^nd PLACE

Lucy Vail

Lucy Vail Floristry

London, England

lucyvailfloristry.com

@lucyvailfloristry

3^rd PLACE

Meg Hutchinson

The Florista

Franklin, Tenn.

the-florista.com

@the_florista_

FAVORITE FLORAL COUTURE DESIGNER

Talia Craig

Petunia’s

Tampa, Fla.

petuniasflorals.com

@petunias.floral

With her captivating floral creations both underwater and on land, Talia Craig, owner of Petunia’s in Tampa, Fla., is quickly becoming a rising star in the world of wearable flowers. Specializing in underwater designs, Craig transforms models into enchanting mermaids and fairies, bringing fantasy to life. Her work has been featured in magazines, editorial shoots and, most notably, at New York Fashion Week this year.

2^nd PLACE

Sophie Powell

U.FL.O – Unidentified. Floral. Object.

London, England

uflo.co.uk

@u.fl.o.london

3^rd PLACE

Françoise Weeks

Françoise Weeks European Floral Design

Portland, Ore.

francoiseweeks.com

@francoiseweeks

FAVORITE NEW FLOWER VARIETIES

‘Splendid Rosever’ Spray Rose

‘Be Joyful’ Spray Rose

‘Bellalinda Glee’ Spray Rose

Rosaprima International

Miami, Fla

In 2024, Rosaprima proudly relaunched the “Let Your Personality Bloom” campaign, unveiling several new spray rose collection additions, including stunning new coral-hued spray roses—‘Splendid Rosever’, ‘Be Joyful’ and ‘Bellalinda Glee’—delighting our reader’s with their full blooms, high petal count and beautiful shapes. The depth of color in these mini blooms truly has to be seen to be believed.

2^nd PLACE

BluOcean^® Chrysanthemum Series (five varieties)

Suntory Flowers Ltd.

Higashiomi, Japan

3^rd PLACE

‘Princess Holly’s Hope^®’ Japanese Garden Rose

Alexandra Farms

Bogotá, Colombia

FAVORITE FLORAL INSTAGRAM

The Garden Thief

Toronto, Ont. Canada

@thegardenthief

thegardenthief.ca

Toronto based florist, stylist and photographer Laurie Riley, owner of The Garden Thief, began her floral journey as a child, stealing small blooms and snips from neighbors’ gardens and yards. Now, she’s stolen our hearts, taking home the crown of our reader’s “Favorite Floral Instagram” for 2024. Using her 15 years of experience in design and a deep respect for nature, she brings unique and transformative floral creativity to everything she does, creating stunning arrangements and fine-art photography that share a reverence for nature and the art of floristry.

2^nd PLACE

September Studio

Darlinghurst, NSW Australia

@september___studio

septemberstudio.com.au

3^rd PLACE

IRIS blossom

Charlotte, N.C. and Miami, Fla.

@irisblossomclt

irisblossomclt.com

FAVORITE NEW FLORAL BOOK

The New Art of Paper Flowers

By Quynh Nguyen

See the artistry of blooms in an entirely new light with this stunning collection of tutorials by artist Quynh Nguyen, founder of Pink and Posey in Seattle, Wash. Nguyen is a world-renowned educator, author and artist, celebrating and crafting a new world of paper flowers that are shockingly realistic. Pink and Posey also offers online and in-person workshops and even a podcast.

2^nd PLACE

Flower Porn

By Kaiva Kaimins

3^rd PLACE

Home in Bloom

By Ariella Chezar

FAVORITE FLORISTS’ REVIEW TUTORIAL

“Sustainably Designed Broken Arch”

FR April 2024

Susan McLeary

Passionflower Sue

Ann Arbor, Mich.

In collaboration with Accent Decor, Susan McLeary, founder of Passionflower Sue in Ann Arbor, Mich., created these solution-based structures with sustainability in mind. The “Conservatory Collection” comprises sturdy and gracefully arcing stands built for designing into water. McLeary is not only a renowned educator but also an award-winning floral designer and author, known for her unique, boundary-pushing floral art. Through her eponymous floral design company, she offers online and in-person instruction for beginning and professional floral designers, as well as destination workshops around the world.

2^nd PLACE

“Grassy Winter Meadow”

FR March 2024

Molly Lucille

Florists’ Review

Boulder, Colo.

3^rd PLACE

“Sustainable Spring Garden Centerpiece”

FR May 2024

Katya Hutter

Katya Hutter Floral Design

Amsterdam, Netherlands

FAVORITE FLORISTS’ REVIEW COVER

Our June Issue

Floral design by Toni Sicola

Tangled Sage

Moab, Utah

In our June issue this year, we celebrated one of our favorite contests—our annual “Pets in Petals” contest. Designers compete with florals adorning their fuzzy friends, and gracing our cover is the winner of the contest, Toni Sicola, owner of Tangled Sage in Moab, Utah, with her sweet eyed bloom-wearing pup, Jasper. This overwhelmingly won our top cover of 2024, with Jasper’s sweet puppy eyes.

2^nd PLACE

Our April Issue

Floral design by Dawn Weisberg

Tularosa Flowers

Fallbrook, Calif.

3^rd PLACE

Our February Issue

Floral design by Julia Prokhorova

Wild Veggie Bouquet

Corpus Christi, Texas

We are deeply grateful for an incredible year together and for our wonderful, supportive and inspiring community of Florists’ Review flower friends, who make it all possible. It’s a joy to share and celebrate with each of you. Thank you for being a cherished part of our flower family! Congratulations to all our winners, and here’s to another amazing year with Florists’ Review.

By Tonneli Grüetter

Move over demure pastels and mindful greenery; Australia’s flower scene is having a major moment, and it’s anything but subtle. Down under, a floral design revolution has been gaining energy with an exuberance too powerful to ignore. These boundary pushing florists on these pages have caught our eyes with their bold colorways, sparse greenery, and a deep love for native blooms that are as other-worldly as they are breathtaking. If you haven’t yet been keeping up with Australia’s floral trends, buckle up—because florists from down under, from coast to coast, Perth to Melbourne and everywhere in between, are shaking things up, and you won’t want to look away.

To those who may find themselves new to the concept of Australian-style flowers and floral design, you may be asking yourself, “What defines the most distinctive elements of Australian floral design?” Standing in stark contrast to the earthy palettes that have dominated the last decade of consumer flower trends in the Northern Hemisphere, Aussies have chosen a markedly different path, one emblazoned by the unapologetic use of vibrant palettes. Australian florists are taking the color wheel for a spin and identifying with dramatic combinations that feel fresh and fearless. Think deep magentas, fiery oranges and sun-soaked yellows all coming together in wild, untamed arrangements—true explosions of color. Admittedly standing in contrast to my own design approach that follows the old adage of greening designs first with a cultish loyalty, floral designers in the Southern Hemisphere seem to have subscribed to obsession all their own marked by sparse and, often, entirely absent greenery. To many a modern Australian floral designer, it’s all about letting the flowers do the talking, allowing each bloom to shine without being drowned in foliage.

Speaking of standout blooms, it would be an unthinkable crime to speak of flowers down under without shing a spotlight on Australia’s native flowers: kangaroo paws (Anigozanthos), with their playful, fuzzy texture; star-shaped flannel flowers (Actinotis), which can be foraged roadside; and Banksia, which display sculptural elegance, have all become absolute must-haves. These native stunners not only add dimension but also bring a uniquely Australian vibe to any arrangement. It’s a refreshing shift from the typical hot-house heavy designs seen globally.

However, don’t think that Aussie florists have abandoned roses altogether. Few sights are more recognizably Australian than long-stemmed, reflexed-petaled roses. These showstopping blooms are key ingredients for those looking to make serious design statements. Nimble designers across the country have mastered their technique and honed a list of ideally suited rose varieties that make it possible for their large, open blooms to take center stage. Although this trend is relatively uncommon in the U.S., Australian designers have widely adopted it, resulting in powerful designs anchored by dramatic and almost sculptural roses.

To fully understand Australian design trends, it is important to take into account that Australia is a big country—like really big: 3.3 million square miles to be exact, only slightly smaller than the continental U.S. So, it should come as no surprise, of course, that Australia’s vast geography has a huge influence on these trends. In tropical regions like Queensland, in the northeast, florists lean into lush, exotic flowers that thrive in the heat—think orchids and vibrant tropicals—while cooler regions like New South Wales and Victoria, both in the southeast, embrace seasonal flowers, often pulling from what’s blooming in the fields of local farms. Meanwhile, over in Western Australia—the entire western one-third of the country—the rugged landscape inspires floral designers to showcase the wild, native blooms that are unique to the area. Regionality isn’t just a factor; it’s the driving force behind Australia’s thriving floral identity.

As if that wasn’t compelling enough, the unique experience of Australian floral designers still has one major curve ball you’ll need to consider: seasonality. To the perspective of those in the Northern Hemisphere, Australia’s seasons turn traditional flower availability upside down. While we in North America and Europe are now bracing for chilly winters, the creative trailblazers of Australia are currently basking in the glory of late-spring/early-summer. While we set our sights on evergreens and hellebores, florists in Sydney are working with a completely different set of blooms when the holidays roll around. Picture this: festive celebrations in December—which is the first month of summer in Australia—decorated with bright, sun-kissed Dahlia and marigold blooms that make wreaths and garlands feel like they’ve been designed for a beachside barbecue.

In a world where trends often feel globally homogeneous, Australia’s florists are carving out something entirely new—blurring the lines between structured elegance and raw, natural beauty. By embracing native blooms, pushing color boundaries, and rethinking how greenery is used (or not used), they’re setting a bold new standard for the global floriculture industry. In this article, we share the work of and design philosophies guiding designers across Australia, daring the world to follow their lead.

BEIJA FLOR

Maria Okwa

Darwin, Northern Territory

(North-central to mid-central Australia)

In the heart of Australia’s tropical savannah, on the northern coast of the Northern Territory, lies the state’s capital city of Darwin. In this harbor municipality, where winter never visits and the sun is as bold as the blooms, you’ll find Beija Flor, a destination flower studio that hums with creativity and color. The name itself, Beija Flor—Portuguese for “hummingbird,” or, literally, “the little bird that kisses flowers”—captures the essence of this unique floral haven. Inspired by a love for travel and the tropical lifestyle, the studio embodies the joyful energy of both its namesake and its vibrant surroundings.

Located in Coconut Grove, a lively hub in Darwin’s light industrial area, Beija Flor is part of a diverse and close-knit community. Here, florists share the neighborhood with bustling cafés, craft breweries and bike repair shops, drawing in curious locals and visitors alike. Open seven days a week, Beija Flor is more than just a florist—it’s a welcoming space where creativity thrives and customers can wander in to witness botanical magic happening in real time. To venture into this outpost and leave without one of the studio’s hand-tied bouquets of fresh tropical blooms is unthinkable.

The studio’s design philosophy is as rich and varied as the landscape itself. Being in the remote northern reaches of Australia, Darwin offers a distinctive palette, and the designers at Beija Flor has learned to paint with it beautifully. “We love using native Australian flowers and tropical blooms to craft fresh, vibrant arrangements,” says Beija Flor owner and creative director Maria Okwa. From the earthy tones of the outback to the playful colors of the tropical surroundings, each design feels deeply rooted in nature yet full of personality and life. Whether working with the raw beauty of Banksia and kangaroo paws or the lush, exotic hues of gingers (Alpinia) and Curcuma (turmeric), the studio’s arrangements reflect the natural world in all its wonder.

November is a particularly exciting time in Darwin. While much of Australia is anticipating peony season, the Top End, as locals call northern Australia, is preparing for the rainy season—a time when the tropical flora bursts into life. Red and shell gingers (Alpinia), torch gingers (Etlingera), Heliconia rostrata (hanging lobster claws), Banksia, and Leucospermum (pin cushions) flourish, and after the first monsoon downpours, Curcuma appears in abundance. These bright tropical flowers reflect Beija Flor’s deep connection to its environment, and the staff embraces the season with open arms, letting the local flora dictate their designs.

When asked what makes Australian floral design so unique, Okwa points to the wild, untamed beauty of native flowers. “We have access to some of the most unique native flowers in the world,” she explains, describing how these flowers add a raw, natural quality to her work.

Australian florists have a gift for creating designs that feel effortless and grounded, much like the landscapes that inspire them. There’s an authenticity to their work that reflects Australia’s deep connection to nature.

Floristry in Darwin, however, isn’t without its challenges. Unlike studios in other regions and states, Beija Flor is quite isolated from the traditional wholesale system. Being so far from major flower markets, sourcing fresh blooms requires meticulous planning and a tight network of suppliers. Okwa has had to become a logistical wizard, ensuring the freshest flowers reach her studio, no matter the distance. Darwin’s climate also brings its own set of considerations. With most weddings and events held outdoors during the dry season, from May to September, the studio’s designers often find themselves setting up in the heat, racing against the clock to create breathtaking displays just in time for sunset. But it’s a challenge they embrace wholeheartedly because, as they say, “There’s nothing quite like seeing those flowers come to life in such a beautiful setting.”

At Beija Flor, every arrangement tells a story—of place, of season, of joyful energy. The designers’ work reflects not only the beauty of flowers but the spirit of the community and landscape they love so dearly. In Darwin, where “the little bird kisses the flowers,” Beija Flor is making sure each bloom gets the attention—and love—it deserves.

POPPY & FERN

FLOWER SCHOOL BYRON BAY

Jess Connor

Ewingsdale (Byron Bay), New South Wales

(Southeast Australia)

Tucked away on the farm in the picturesque hinterland of Byron Bay, New South Wales, Poppy & Fern is not just a flower shop—it’s a living, breathing testament to the passion that owner Jess Connor feels for nature’s rhythm. Proof of the thoughtful creativity she harnesses each and every day to bring the sense of rhythm to the forefront of her designs. Founded on the philosophy of letting flowers speak for themselves, this unique flower farm and retail store flourishes under the careful stewardship of Connor, who believes that each bloom deserves its own spotlight.

Poppy & Fern is a multifaceted floral destination in Australia. While it’s retail store has become well known as a destination for flower lovers from near and far to experience fresh-picked beauty straight from the field, behind the scenes, this sweet shop offers much more to those aspiring to learn. The barn, transformed into a floral design school—Flower School Byron Bay—acts as a vibrant classroom where aspiring florists are taught to engage with flowers on a deeper, more sustainable level.

At the core of Poppy & Fern’s design philosophy is a sense of natural harmony and balance. Connor’s approach can best be described as “lush, organic and field-to-vase.” It’s a style that respects the unique seasonality of Australian flowers and relies heavily on what’s thriving in Poppy & Fern’s flower fields. “I let the flowers guide me,” Connor says. “Each one deserves room to shine.”

November, the last month of spring in Australia, turns the farm into a botanical wonderland. While Connor admits that she could never choose a favorite flower (they’re all her “babies”), the garden’s seasonal bounty includes spikey centered Echinacea (coneflowers), bouncing Cosmos, heavily draping Amaranthus, paper daisies (Xerochrysum, a.k.a. strawflowers), and sweet scented garden roses. Toward the end of the month, highly anticipated Dahlia begin their radiant bloom. It’s a time when nature seems almost extravagant, and Poppy & Fern’s designs capture that abundance with an effortless flair.

What makes Australian floral design so distinctive? According to Connor, it’s the diversity of the land itself. With florists spread across such a large and varied country, there’s no one-size-fits-all approach to floral design. Climate and local flora differ vastly from region to region, giving Australian florists a rich palette of materials and styles to draw from. For Poppy & Fern, being rooted in the Byron Bay area means staying connected to its specific ecosystem, which in turn feeds the designers’ creative expression.

But Poppy & Fern’s ambitions stretch beyond the design studio. At the heart of the company’s ethos is a commitment to sustainability and education. Connor has noticed a growing demand for locally sourced flowers, and she is passionate about encouraging a new generation of florists to ask more mindful questions. “Flowers aren’t just things that come from a bucket at the wholesaler,” she explains. “They’re living things, grown from the earth.”

It’s this deeper connection to nature that Connor believes will shape the future of floral design, ensuring that artistry and environmental responsibility go hand in hand. A movement, which, fostered by the community, shows no signs of slowing. Native and sustainable flowers have become a driving force in Australian floral trends.

Through Flower School Byron Bay, Connor hopes to cultivate this awareness in her students, teaching them not just the craft of arranging flowers but the importance of sustainable growing practices. For those who are not natural-born growers, the message is still clear: Reconnect with the roots—literally and metaphorically—of the flowers with which you work. Whether you’re admiring Poppy & Fern’s lush arrangements from the perspective of a customer or learning from Connor as a pupil in the barn, the experience is always the same: a celebration of nature in its most authentic, abundant form.

THE FLOWERGIRL

Clare Cummings

Perth, Western Australia

(The western third of the continent)

Perth’s floral powerhouse The Flowergirl is taking Australia’s event design scene to bold new heights—and the global floral community is taking notice. Owner Clare Cummings, “the flowergirl” herself, was even voted for inclusion in Florists’ Review’s inaugural “40 Over 40” corps d’elite, in last month’s issue. With a unique vision rooted in both natural beauty and architectural precision, Cummings and her company are rewriting the rules of event floristry, all while shining a spotlight on the wild and wonderful blooms of Australia.

Based in Western Australia’s laid-back but vibrant Perth—the state’s capital city located on the southwestern coast—The Flowergirl is a studio florist, specializing in large-scale event designs that evoke the stunning, untamed landscapes of the region. “My design principles are always to make the flowers look as natural as possible,” says Cummings. The goal? For her arrangements to feel as if a meadow or wild landscape has sprung up in the middle of the event. And for those occasions that call for a modern, structured aesthetic, The Flowergirl brings an equal mastery of form and outline, creating striking displays where a few flowers take center stage, amplified by their sheer presence en masse. In Cummings’ designs, you will see a density and saturation that screams out to viewers, “Let’s have some fun!”

When pressed to select her favorite flower currently in bloom, Cummings shared one of the studio’s signature blooms with glee: Banksia praemorsa (the cut-leaf Banksia)! The vibrant blooms, which start out as a reddish maroon color and mature to a golden hue, are one of the boldest players in Cummings’ tool kit, a symbol of the studio’s commitment to celebrating Australia’s unique botanical treasures. From kangaroo paws, with their playful curves, to the rich textures of flowering gums (Eucalyptus), the diversity of Australian flora provides a bountiful source of both raw material and inspiration for The Flowergirl’s creativity. In addition to these natives, Cummings shares that she is also a huge advocate for bringing in a sense of elevated elegance using Asia-Pacific-grown Phalaenopsis orchids. When brought together at Cummings’ expert hands, the resulting design is a visual firecracker that’s as dynamic as it is emotionally provoking.

What truly sets Cummings apart as a trendsetter isn’t just her knack for mixing native Aussie flora with international elegance; it’s the ability to find endless possibilities within the art form. Seemingly every project she takes on becomes a fresh opportunity to push harder, create new combinations and refine techniques to elevate event florals into temporary experiences that leave a lasting impression not soon forgotten by those lucky enough to experience them.

As the global stage looks for a new cohort of creative leaders in floral artistry, Cummins is making a splash, tapping into her deep connection to Australia’s natural beauty to engineer event showstoppers. In the ever-evolving world of floral design, she proves that bold visions and daring combinations can make any event bloom in unforgettable ways—right from the sun-drenched southern coast of Western Australia to stages around the world.

URBAN ANTIDOTE

Anastasia Botica

Kensington (Melbourne), Victoria

(The southern-most state in the eastern third of the continent)

If flowers had a hype-house, Urban Antidote would be the ringleader. Nestled in Kensington, an inner-city suburb of Melbourne, this floral studio isn’t your average flower shop—no walk-ins allowed; it’s by appointment only—and it’s prime for those who are looking for floral drama with major energy. Prepare yourself big, bold, luscious blooms featuring minimal foliage. Here, it’s all about petal power.

Urban Antidote’s design philosophy? Think bold, intentional, and just a little wild. Founder Anastasia Botica doesn’t settle for “pretty” bouquets or dainty designs; she creates flower arrangements that seem to jump out at you. Her signature? The perfect mash-up of color, shape and texture that feels both meticulously curated and spontaneous. “I want each piece to feel alive, like it’s springing toward you,” Botica says. Mission accomplished.

When it comes to favorite blooms, Botica is obsessed with Cosmos, especially in November—so obsessed, in fact, that she’s taken up growing them herself. Major dedication to her muse! Alternatively, to those of us in the Northern Hemisphere, where November and December bring a more limited selection of seasonal flowers, Australia’s radiant spring/summer (November is the last month of spring in Australia; December is the first month of summer) is now bursting with choices at wholesalers.

What sets Aussie florists apart? According to Botica, it’s not just the access to Australia’s wild and distinctive native flora; it’s the creative boldness that’s sweeping through the flower industry, especially in the boundary-pushing community of Melbourne, which has long been hailed for its trend-setting determination. “Flowers are more than just decoration,” she explains. “They’ve become a powerful medium of expression, and florists here are pushing boundaries in ways that are both visually and conceptually bold.”

Urban Antidote isn’t just creating flower arrangements—it’s making statements. Its flowers have become a powerful tool capable of adding an organic yet fantastic twist to their client experiences. Each piece is thoughtfully crafted to not only look stunning but also to evoke a sense of movement, energy and maybe even a little attitude. In viewing the company’s designs, you are invited to challenge your own perceptions of what floral design should look like and the rules it must follow. Botica’s vision is clear: Flowers should feel like they’re alive, reaching toward you with a fierce electric energy. If you’re looking for something basic, keep scrolling. But if you’re after florals that spark joy and make you feel like you’ve just walked into an art installation, Urban Antidote is where it’s at.

Sonny & Willow

Tarryn Richardson

Perth, Western Australia

Tucked away in the suburb of Beldon, Perth, Sonny & Willow is a special destination. This studio florist is redefining floral design, bringing a playful, energetic spirit to every arrangement they create. During my chat with the blossoming mind behind Sonny & Willow, Tarryn Richardson I quickly realized she has something truly special going on. Put simply, Richardson’s design philosophy is all about boldness. Sonny and Willow is not afraid to play with color and contrast, using unexpected combinations of hues that are as joyful as they are eye-catching. Every bouquet feels like it’s bursting with energy, brimming with a sense of visual power that instantly uplifts anyone who receives it.

What really makes Sonny & Willow stand out is their strong connection to the seasons. Their arrangements are inspired by the natural world around them, constantly evolving as new flowers come into bloom. Richardson’s November favorite? Peonies! And not just any peonies—the Coral Charm variety which is also available across North America in the spring, with its stunningly fluffy, full blooms. According to her, peonies are like a rare little treasure because of their short season, making each one feel like a gift from nature. In viewing their designs Sonny and Willow’s love for the Peony is contagious, and it’s easy to see why they’re a focal point in many of their designs during this time of year.

Increasingly I have noted Australian floristry gaining a unique global presence. Sonny & Willow perfectly embodies this by blending a relaxed, approachable style with sophisticated, bold arrangements. Australian florists embrace color in a way that sets them apart—fearlessly combining vibrant shades to create something that feels fresh, exciting, and utterly distinct. Sonny & Willow’s work is a reflection of that very ethos: the kind of floral art that not only catches your eye but makes you feel something.

Behind the gorgeous arrangements, is a hardworking and passionate team led by Tarryn. During our conversation, she shared just how much dedication goes into their craft. It’s not just about arranging flowers—it’s about sourcing the best seasonal blooms, designing with care, and making sure every piece they send out into the world is a reflection of Sonny and Willow’s passion. They’re proud to be part of a talented community of Australian florists, and that sense of creativity and collaboration shines through in everything they do.

In the end, Sonny & Willow’s mission is simple: to spread joy. Their flowers don’t just look beautiful—they evoke happiness, energy, and the kind of carefree feeling that comes from nature itself. Sonny & Willow’s bold designs are sure to leave a lasting impression.

Meet the winner and finalists in FR’s latest flower design contest

By Nita Robertson, AIFD

Sponsored by Alexandra Farms and OASIS Floral Products

Florists’ Review is excited to present the winner and finalists for our most recent “Best in Blooms” design contest, generously sponsored by Alexandra Farms and OASIS Floral Products, a division of  Smithers-Oasis North America, From weddings to sympathy arrangements, this contest challenged floral designers to create stunning, unique designs that reflect the beauty of Alexandra Farms’ garden roses and the versatility of the new OASIS® Letters floral-foam letter shapes.

Each of the three finalists received pink ‘Millicent’ David Austin Wedding Roses, peach ‘Princess Holly’s Hope’ Princess Garden Roses, yellow ‘Catalina’ Deluxe Garden Roses, and sandy pink ‘Loli Spr’ Wabara Spray Garden Roses from Alexandra Farms. They also received “J” letter forms from OASIS Floral Products. The designers could also incorporate other botanical and hard-goods materials of their choice.

The winner will receive 240 stems of garden roses from Alexandra Farms, a $500 merchandise credit from Smithers-Oasis and a “Florist Spotlight” feature in a future issue of Florists’ Review.

For information about how you can enter future editions of our “Best in Blooms” contest, visit our website at FloristsReview.com.

WINNER

Tricia Won, AIFD, EMC, IMF

Romantic Florals

Round Rock, Texas

romanticflorals.com

@romanticflorals

Tricia says of her design:

“This wedding arrangement is versatile and easily repurposed throughout a wedding. It can be hung in various areas—entry, ceremony and reception. At a reception, it could be hung on a sweetheart or head table, displayed behind the bride and groom, or used as a backdrop for a photo booth. The beautiful roses from Alexandra Farms are displayed dominantly by grouping them, and complementary botanicals in different sizes, textures and colors complement them. The left letter “J” designed for Jane, the bride, features a soft delicate color palette of peach and sandy pink roses accented with botanicals in shades of green, sandy brown and mauve. The right letter “J” designed for John, the groom, features a bright strong color palette of yellow and medium pink garden roses accented with botanicals in blue, orange, yellow, green and blush. The two letters are joined together by swirling strands of bear grass that overlap the arrangements in two areas and unite them into a single arrangement.

FINALISTS

Stephanie Clark

Lalé Florals

Lakewood, Colo.

laleflorals.com

@laleflorals

Annie Hull

Ash + Lily Floral Artistry

Truckee, Calif.

ashandlily.com

@ashandlilyfloral

Annie says of her design:

“I chose to design a dessert table to capture the joyful and celebratory essence of a wedding cake. In some cultures, the cake symbolizes prosperity and good fortune. Using high-quality ingredients is said to promise a long and happy life, and incorporating Alexandra Farms’ exquisite garden roses elevated the design. This centerpiece highlights the importance of the cake-cutting tradition while showcasing the elegance of these premium flowers.”