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Feature Designer, Floral Companies, Floral Couture, Industry Events

Floral Designers That Flourished Throughout 2016

Captivating, Inspiring, Trendsetting.

These are just a few words that can be used to describe some of our favorite floral designers of 2016.

We at love being completely engrossed in a good floral educational moment or the perfect floral design and these designers hit those marks for us.

These designers are just a few of a very long list of designers we appreciate but what set them apart is that they took 2016 with an iron fist and ran with it.

Přemysl Hytych
Měnín, Czech Republich


Floral Fundamentals

Social Media:

Like a whisper on the wind or a pin drop, Přemysl is one of those incredible designer that quietly shapes the view of the industry without you even knowing he’s there. had the pleasure of meeting this fascinating and very quiet designer at the Fusion Flowers Summer School in 2016 and with many thanks to Alison Bradley, Přemysl is one of our favorite designers to watch. From his teachings, has completely rethought our branding (Coming Soon) and how materials can be used across any style of design.

Přemysl has a technical skill and vision of flowers that can be found stretched across his refined fashion pieces and beautiful home interiors. You will see a lot more from this international award winning designer in 2017 as he is not only going to be teaching classes around the world but also working on a potential book!


Tamás Mezőffy
Dunakeszi, Hungary


Floral Fundamentals

Social Media:

Tamás is one of those designers where you gasp at the sheer detail of his designs whenever you get the pleasure of seeing them. Along with many of the world’s best, this reigning Europa Cup Champion showcases a mastery of the most beautiful floral details.

No matter the material, color or style, Tamás seems to explore the extent of what can be done with design. is excited and intrigued what the wonderful designer is going to bring to the industry in the near future.

Harijanto Setiawan


Floral Fundamentals

Social Media:

Book Purchase:
**A Mystical Floral Journey**

Harijanto has been snatching up international design awards since 2012, and in 2016 he hit a stride with even more awards and the release of his mesmerizing book ‘A Mystical Floral Journey‘.  Not only is Harijanto last year’s Fusion Flowers International Designer of The Year but his work has won him accolades from some of the floral world’s most prestigious stages such as the RHS Chelsea Flower Show and Singapore Garden Festival.

As a trained architect, you can see in Harijanto’s work a flair for wondrous construction and technique. His platinum winning design, ‘The Natural World’, took floral design to the limits and beyond by showcasing his expert grasp of floral design through perfect design and photography genius.

You can find this amazing designer at the Fusion Flowers Summer School in 2017, be aware that spots are limited!

Alex Choi
Seoul, South Korea


Floral Fundamentals

Social Media:

This Fleurop-Interflora World Cup reigning champion is the pure image of calm and collected in every video or image has ever seen of him. Alex brings a commanding level of calm control throughout his designs as you would expect from a world champion.

Even as the world champion Alex brings a level of humbleness in all his does, he can be found teaching at Floriat in Seoul, South Korea and presenting on stages around the world.


These two ladies have been taking a particular part of the floral industry by storm, and that would be social marketing and industry exposure. If you haven’t seen them across your social media yet, you must live under a rock.

Though they are known individually for a being great designers, that’s not what intrigued us in 2016. Holly and Sarah have mastered the one thing that the floral industry as a whole has struggled with, Marketing. These wonderful ladies may have different approaches to their social media and marketing but their success is a bright beacon that shines through to and the many reaches of the floral industry.

Holly Heider Chapple
Virginia, USA


Chapel Designers

Social Media:

From Chaple Designers spreading beautiful designs across social media to her very own Hope Flower Farm, Holly Heider Chapple’s influence can be found across many levels of social media with a touch of warmth and personal perspective.

Holly Heider Chapple has succeeded where many in the floral industry don’t even know where to start with social media and marketing. With a focus on floral education, many respected industry faces can be found smiling on her social media along with the excited faces of students during classes. You are taken along for the ride for events, education and floral adventures  around the world as they happen.

With an international reach Holly has been able to bring her prospective and love for floral design a exposure that reaches a world wide audience. You can get your own slice of floral education at one of the many events Holly hosts at the Hope Flower Farm or presents around the world, just check out her website above to find the right educational fit for you.

Also get ready for the Chapel Designers NYC 2017 and Chapel Designers London 2017!

Sarah Campbell
Maryland, USA 


Intrigue Experience

Social Media:

Sarah has taken the industry and social media with the popularization of the “Decadent Radial Mass Style” along with her devoted followers and students she has been able to make great strides with ‘The Intrigue Experience’ also.  From the opulent events and array of educators from The Intrigue Experience, you’d be hard pressed to not have Sarah cross your floral path at some point.

Sarah has brought a visibility to florists and consumers alike with her beautiful events and welcoming video’s showcasing some of her tips and tricks. Any given time you can find event inspiration or design tips posted on Sarah’s social media. She also has very present marketing to The Intrigue Experience that many industry events fall short of matching when it comes to advertising and getting the attention of educational events.

The Intrigue Experience has many educational events to offer in 2017 so get your spots booked now!

What floral designers were 2016 standouts in your opinion?

Who are you hoping to see more of in 2017?

Happy New Year!

Feature Designer, Floral Couture

Inspiring Floral Designs of 2016

Oh what another great year of floral design!

The floral industry has seen amazing designs throughout 2016 from editorials, contests and social media posts. Though the designs we have picked are just a very few that we fell in love with in 2016, always has its eyes open to be influenced, inspired and our breath taken away.

Make sure to share with designs that have inspired you in 2016.

Tell us who designed it and why the floral design inspires you.

Now sit back, relax and enjoy some beautiful designs!

Natalia Zizko

Image property of Natalia Zizko


Website          Facebook          Instagram



Joseph Massie

Image Property of Joseph Massie

DESIGNER: Joseph Massie
LOCATION: Liverpool, United Kingdom

Website          Facebook          Instagram          Twitter


Přemysl Hytych

Image Property of Garrett Skupinski

DESIGNER: Přemysl Hytych
(Constructed By Garrett Skupinski)
LOCATION: Brno, Czech Republic

Website          Facebook


Artem Petrov

Image Property of Artem Petrov

DESIGNER: Artem Petrov
LOCATION: Novosibirsk, Russia

Website          Facebook          Instagram        


Hitomi Gilliam AIFD

Image Property of Hitomi Gilliam AIFD

DESIGNER: Hitomi Gilliam AIFD
LOCATION: Vancouver, British Columbia, Canada

Website          Facebook          Instagram          Youtube   


Mark Pampling

Image Property of Mark Pampling

DESIGNER: Mark Pampling
LOCATION: Alstonville, New South Wales, Australia 

Website          Facebook          Instagram         


McQueens Flowers

Image Property of McQueens Flowers

Company: McQueens Flowers
LOCATION: London, United Kingdom
WHERE TO FIND McQueens Flowers:

Website          Facebook          Instagram          Twitter          Youtube   


Jenny Thomasson AIFD, Pfci, Emc

Image property of Jenny Thomasson AIFD, Pfci, Emc

Designer: Jenny Thomasson AIFD, Pfci, Emc
LOCATION: St. Louis, MO, United States of America

Website          Facebook          Instagram          


Sara-Lisa Ludvigsson

Image Property of Sara-Lisa Ludvigsson

Designer: Sara-Lisa Ludvigsson
LOCATION: Karistad, Sweden 

Facebook          Instagram          


Laura Daluga AIFD

Image Property of Laura Daluga AIFD

LOCATION: Ann Arbor, MI, United States of America

Website          Facebook          Instagram          Twitter          Etsy   


Marijke Moonen

Image Property of Marijke Moonen

DESIGNER: Marijke Moonen
LOCATION: Weert, Netherlands

Website          Facebook


What do you think of just a few of our favorite designs from 2016? There are so many more amazing designs that we could have posted but we have another full month for more great designs to be squeezed into December, finishing 2016 off with a bang.

What are your top 5 favorite designs THAT HAVE Inspired You in 2016?

Make sure to check back next week for our top 5 designers in ‘Designers That Flourished Throughout 2016‘ where we break down some designers that have magical designs and some that changed how the industry can market itself.

Until next time,


Extra, Feature Designer, Floral Companies, Floral Couture, Industry Events, Products

A Floral Farewell to 2016!

As we end another year here at we ask ourselves, 2016 how did you escape us so quickly? will reflect over the month some of our floral high’s and lows of 2016, we welcome you to share how your year went and what you hope for in 2017.

This post will be short as we share just a quick taste of what’s coming in December!


Inspiring Floral Designs of 2016

– Our top floral design picks from 2016 strongly taking us into 2017! –


Designers That Flourished Throughout 2016

– They took our breath away with their design skill, confidence, and overall greatness leaving a mark in 2016! –


Make sure to share with everything about your floral 2016 as we work through the holiday season!

Till December,


Feature Designer, Floral Companies, Industry Events

Joseph Massie’s ‘Rosa’ Takes Our Breath Away!

As we all know when Joseph Massie is given a major project the world holds its breath. We here at are more than excited to bring you some of the greatness he brought to us and Her Majesty the Queen to celebrate her 90th birthday.

Thank you to Joseph and the Royal Horticulture Society for sharing with and our followers.


Queen’s 90th birthday floral celebration by award-winning artist unveiled at RHS Chelsea Flower Show

Joseph Massie, five-time RHS Gold Medal Winner, unveiled his spectacular floral installation at the RHS Chelsea Flower Show 2016 today, created to celebrate the 90th birthday of, RHS Patron, HM the Queen.


Botanical artist, Massie, 27, from Liverpool, created a design that sees a swathe of 5,000 fresh-cut Avalanche roses from Meijer Roses and 1,000 preserved rose petals suspended in the air to create a romantic, sensory tunnel.

Massie’s floral tunnel, entitled Rosa, is 20 metres long by 10 metres wide and suspended four metres above the ground.

The project marks Massie’s first return to the Chelsea Flower Show since he achieved five successive RHS Gold Medals and four Best in Show Awards between 2009-2013. Joseph was the youngest person ever to achieve this feat.


Joseph Massie, botanical artist and designer of the Rosa installation, said: “I am thrilled to be back at Chelsea – and on a much a larger scale this time around.

“It is a huge honor to be commissioned by the Royal Horticultural Society to create an installation to celebrate Her Majesty the Queen’s 90th birthday.

He added: “I would be lying if I said I wasn’t a little bit nervous to know what Her Majesty’s verdict will be when she sees my installation for the first time!”


To create Rosa, Massie has used the finest preserved rose petals that appear rise up from the ground to a floral ceiling, strung on invisible threads. One side of the exhibit features petals in warm, summery pink tones, contrasting with softer apricot tones opposite – in keeping with this year’s RHS Chelsea Flower Show logo colours.

In matching tones, fresh-cut roses intertwine with the preserved petals as they rise, forming two fuller columns, which thicken and pool out as the florals reach the ceiling. Chunkier rose heads spill out overhead and the contrasting colours meet in the centre, making for a truly spectacular floral display.


Massie, continued: “With my design, I wanted to create a sensory and immersive experience by presenting fresh rose blooms in a truly romantic and captivating way.

“I am so delighted with the final result and I really hope that the Queen, and all of this year’s visitors to Chelsea, will enjoy my exhibit.”


Five thousand flower blooms and five different types of rose varieties from Meijer Roses were used to create Massie’s exhibit, including Sweet Avalanche, Pearl Avalanche and White Avalanche, as well as more than 1,000 preserved rose petals. The roses and preserved rose petals will dry naturally over the course of the week and will be recycled into new artworks after the Show has finished.

Massie recruited 25 volunteers to assist with the installation over four days in the lead up to the Show. Volunteers were selected from Massie’s flower school, the UK School of Floristry, and from other leading colleges around the UK, as well as students from Australia, France and Sweden.


Massie added: “I would also like to say a special thanks to the incredible team of volunteers have given their time and energy to this project. Each volunteer must have scaled our scaffolding towers at least 5000 times, and always with a smile! We simply could not have completed the project without them.”


Joseph Massie collaborated with Meijer Roses and Avalanche Roses to create the Rosa installation at the RHS Chelsea Flower Show 2016.

The Rosa exhibit is situated beneath the Rock Bank restaurant, which connects Main Avenue and Ranalegh Way.


For more information about Joseph Massie, visit

The RHS Chelsea Flower Show 2016, sponsored by M&G Investments, takes place from 24-28 May 2016 in the grounds of the Royal Hospital Chelsea. The theme of this year’s Show champions the health and wellbeing benefits of greening-up our grey spaces. For more information, visit

Feature Designer, Floral Companies, Floral Couture

Floral Is The New Black ~ Joseph Massie


PRESS RELEASE News, 22nd January 2016




Arlene and Joseph are lending their support to a campaign launched by eleven homeopathic charities and associations, including the British Homeopathic Association (BHA) and the Homeopathy Action Trust (HAT). The campaign aims to raise awareness of homeopathy and the organizations’ useful and informative website:
The dress was the inspiration of award-winning floral artist (five consecutive RHS Gold Medals and four Best in Show awards from the RHS Chelsea Flower Show) Joseph Massie. Months of work have gone into designing and making the dress, with Massie and his team spending over 100 hours painstakingly attaching each petal onto the fabric.
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The botanicals used within the dress include Clematis, Roses, Hydrangea, African violets, Olive, Chrysanthemum, Arabicum, Hyacinth and Jasmine, all entwined in Massie’s signature style to create a truly sumptuous bouquet.
On Homeopathy, Arlene commented, ‘I’ve regularly found Arnica cream to be so helpful with healing bruises and dancing related injuries!” She continued, ‘Once, when I was Germany, I had to take my daughter to a Doctor who prescribed a homeopathic remedy as opposed to penicillin and it helped enormously”
On the dress, Joseph commented, ‘It was such a pleasure to collaborate with these two leading homeopathic charities to create such a fabulous piece of floral couture for Arlene to wear at the NTA’s. It was a really wonderfully creative project to design a piece of couture that was both, light and elegant, but also able to hold an array of beautiful blooms. Floral couture has always been a big part of my practice, and to work with these charities to promote such a good cause was a real pleasure”
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For further information, hi-res images, or to speak to Joseph Massie, please contact Joseph Massie Studios on


Feature Designer, Floral Companies

Laura Daluga AIFD : Featured Designer

Laura Daluga AIFD, Owner of the Department of Floristry, Ann Arbor’s up and coming design studio specializing in one-off special events and corporate designs, floral sculpture, fleur couture and conceptual editorial design is taking over the floral world one design at a time! Laura also provides support, mentoring and advice to retail florists in the area who’d like a leg up, and one-on-one atelier style private lessons to area floral designers.

While home for the holidays, caught up with this floral design trailblazer to get to know her a little bit more and bring more of her to you! Wether she’s making floral couture weapons or simple clean design for other art medium duplication, Laura’s free spirit and professional design is always here to remind us what a well educated design brain can create.

STANDALONE PHOTO -- Laura Daluga creates a floral display to compliment a 1945 painting by Pierre Bonnard while setting up for Art In Bloom Thursday, March 27, 2014 at the Milwaukee Art Museum in Milwaukee, Wis. Floral designs will be on display through Sunday. The designers use flowers and foliage to interpret works from the museum's collection. In addition to the colorful displays, there will be demonstrations and classes in everything from vertical gardening to making sugar flowers. Daluga is from Chicago. Mark Hoffman/MHOFFMAN@JOURNALSENTINEL.COM

“STANDALONE PHOTO — Laura Daluga creates a floral display to compliment a 1945 painting by Pierre Bonnard while setting up for Art In Bloom Thursday, March 27, 2014 at the Milwaukee Art Museum in Milwaukee, Wis. Floral designs will be on display through Sunday. The designers use flowers and foliage to interpret works from the museum’s collection. In addition to the colorful displays, there will be demonstrations and classes in everything from vertical gardening to making sugar flowers. Daluga is from Chicago.”

One of the things always enjoys asking our feature designers is, what some of their non-floral hobbies are. Laura didn’t fail to deliver in her response when she said, “I enjoy reading very much and I try to stay current with several topics including scientific developments, psychology, politics and economics. I enjoy researching the human condition.” “I love to roller skate! I have a serious pair of quads in my closet if anyone ever wants to hit the rink with me. Absolutely serious! LOL” “I’m a bit of a nerd, and love going to cons! I love anime, comics, science fiction, movies, gaming… Last year at C2E2, I met No-Face, of Miyazaki’s ‘Spirited Away’ fame, it was awesome!”

After such a great response we hope you enjoy to get a little more about Laura with her Feature Designer Interview!

Laura Daluga AIFD

 Where did you get your start in the industry and what have been some of the most instrumental experiences that have helped you with your successful career so far?

As a 4th generation florist, I was literally born into the floral industry, growing up playing with dropped stems in the flower shop owned by my parents. Beyond the lifelong hands-on education I experienced in my parents shop, when I had ventured out on my own I found an amazing 5th generation owned florist and greenhouse that was in the midst of a generational change themselves. The newest owner was just a touch older than me, and had just been to the Teleflora Education Center in Oklahoma City for an intensive hands-on with Hitomi Gilliam AIFD. That shot in the arm was infectious there, and soon all the designers, even juniors like myself were jetting off for immersive programs with teachers, the likes of Els Hazenberg AIFD, AAF, Kevin Ylvisaker AIFD, PFCI and of course Hitomi Gilliam AIFD. For a gal growing up knee-deep in stems all her life these were my first professional encounters with members of the American Institute of Floral Designers, and boy were they eye-opening… These experiences sparked a need for continual education that has only grown since. I wanted IN, I wanted to know all about it.

Where do you see the greatest flaws in the industry at the moment and what do you think we as an industry can do to rectify some of the issues?

I’ve heard my entire professional career how ‘rare’ I am, a veteran Millennial designer with education, experience and an open mind. My family has forever lamented the fierce upcoming generational gap, and I now believe we are seeing it in full force. And it’s killing us. The old school florists like my mom are retiring, one by one- and sadly along with them, the retail florists are closing as well. They’re being replaced, mostly by young, fresh and woefully undereducated designers. I see this as a challenge, a challenge to bring them into the fold, to ignite in them the joy and passion of learning, growing and collaborating. I’ve been watching these Millenial ‘instagram superstars’ grow in favor among brides and clients, and through a collective mindset that is unique to this generation I have been watching them grow by leaps and bounds. This communal, crowd-sourced, collaborative rather than competitive approach to an art form is entirely unique to this generation. Their work, while amateurish, is still connecting better with the public than we’ve seen since the 90s, so that’s very exciting to see unfold. Now to just elevate the skillset!

Are there any exciting projects or shows we should be looking forward to in 2016?

Coming up in 2016 I am personally looking forward to Milwaukee Art Museum’s annual Art in Bloom show, which just last year expanded to include a floral fashion show. Also on the floral fashion front, I’m looking forward to the return of Chicago’s Garfield Park Conservatory’s fleur couture runway show, FLEUROTICA. After participating 4 years in a row, they took a hiatus last year and I’m super excited to see it come roaring back now that the turn of the century conservatory has been restored. Stacey Carlton AIFD and Shawn Michael Foley are planning a floral couture main-stage program at AIFD National Symposium in Anaheim, CA this summer that I’m very excited to be involved with, I can’t wait to get in that design room to help!

Laura Daluga AIFD

After such a crazy personal year what are some of your personal goals that you’re working on right now?

Crazy year is right! Just a few weeks after relocating from Chicago to Ann Arbor, I was inducted into AIFD and eight months in I’m working on building my clientele here and it’s certainly slow going as many florists here are several generations deep! My primary goal for 2016 is to land a few more solid corporate accounts, to keep making brides’ visions a reality and to keep up with the community involvement that has gotten me this far already. Working with local non-profits and starting up a new chapter of Repeat Roses, the collective of floral designers who upcycle event flowers, gifting them to local veterans’ and children’s hospitals. Ann Arbor is perfect for that, what with the University of Michigan Hospitals. I’m also becoming more involved in our regional chapter of AIFD, seeking new venues for public floral art and revenue streams for the chapter’s many educational scholarships.


When designing floral fashions what is one of your greatest secret go to mechanics for wearable floral fashion?

The learning curve with floral fashion is pretty steep. I love watching the designers at Fleurotica grow by leaps every year. With floral fashion, its a real struggle to keep the garment lightweight, moveable and flexible despite being covered with product that weights a ton. My last floor-length dress came out to a whopping 28 pounds, despite using dried materials in abundance! Working with lightweight, easy to sew materials are key to making the dress template onto which I glue or sew my blooms or petals. To put it simply, go with felt! It sews incredibly easily and floral glue (hot or cold) stick to it quite well.


What are some of your favorite flowers or materials to work with right now?

I’ve been positively obsessed with the graphic form of protea… any and all protea are ooh and ahh worthy in my book! Combine that with Art Deco intricacy and you have my logo! The Anco Vandas are just swoon-worthy, with colors so saturated you can’t believe they’re real! I’m also very much looking forward to working with all the locally grown Michigan flower branches, especially cherry! Having a garden for the first time, too, I’m excited to be able to grow terrestrial orchid plants here, especially Paphiopedilum! Oh my god, and the unbelievable Japanese product we’ve been seeing at floral shows, I can’t wait to get my hands on some of it this Valentine’s Day!

Laura Daluga AIFD

Do you have a philosophy when it comes to designing?

My personal design philosophy is pretty simple. I aim to create visually exciting designs, in line with the principals and elements of design. While anyone can make something beautiful with gobs of lush flowers, I’m aiming for the ‘Art of Leaving Out,’ which is, I think, more realistic in today’s economy. My work tends to have an emphasis on spatial design, movement and structural composition, as a result of my childhood ballet training. Tedium is my forte. I love working out a design from deciding its basic form all the way down to its tiny, tiny details.

With our ever-changing industry, where do you see it changing the most and where do you see it heading in the next 10 years?

In the next ten years, I’d like to see designers working actively to change the prevailing public perception that flowers are something that ‘just dies.’ I’d love to see us more toward a more European mentality, that flowers are a way of life, more than just an accompaniment to a meal, a holiday, or well-wish, more than for weddings, funerals and special events. A shift in consumer mentality might save our remaining brick and mortar shops from closing, and would encourage Millennial business owners to move from home-based or studio-based to full retail. I’d also like to see an elevation of mechanics for all American designers, hopefully elevating our craft to the level of an art form.

Laura Daluga AIFD
Where do you find your greatest inspiration when designing?

My greatest inspiration is my incredible life partner in crime, Brian Skol. His creative ability is unmatched by any one artist I’ve met or worked with before and his collaborative spirit, along with an equal passion for education and science, inspires mine every single day. I’ve never had such a vocal supporter, nor someone so willing to challenge me creatively. Working with him on floral sculptures, fleur couture and prop creation for his oil paintings has felt natural from the start, even more so now that we both have a feel for each other’s strengths and weaknesses.

If you had the chance to attend a floral class anywhere in the world what would it be?

I think since I first met Els Hazenberg, I’ve been curious about the Boerma Instituut in Aalsmeer, the Netherlands. I’m absolutely intrigued by Holland’s rich floral culture, its rockstar-status designers, and their willingness to openly share mechanics and techniques, something that until recently was unheard of here. Workshops, masterclasses, intensives, creative retreats… and to have it tied in with the EMC Program makes it all the more dreamy and perfect in my mind.

Given the chance to teach a floral class anywhere in the world what would you teach and where?

If I could teach anything… anywhere… well, you asked! I’d like to teach the fundamentals, the principals and elements of floral design, to excited, curious students through my own floral design academy. That’s my big dream, to inject some professionalism, craftsmanship and european style into the average American floral designer’s everyday designs.


Thank you to Laura for taking the time to let and it’s readers get to know her a little bit more. As a top floral designer and future American floral industry leader, we wish Laura the best of luck with all that comes before her brilliant mind.  Make sure follow all of Laura’s social media to stay inspired by this one of a kind designer.

Till Next Time,


Feature Designer, Featured Floral School, Floral Companies, Industry Events

The UK School of Floristry Takes Gold








The UK School of Floristry is delighted to share that their exhibit :

The English Carnival won a GOLD MEDAL at RHS Tatton Park 2015

Designed by five time RHS Chelsea Gold Medal Winner Joseph Massie and students from the UK School of Floristry, the 5m x 2m floral installation is a vivid whirlwind of exciting colour, cheer and fantasy, combined with fabulous flowers and foliage to create a floral delight for the senses.

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"Working on The English Carnival was a great opportunity to test out our skills on a large scale design. It's not often you'd get the chance to work on something this fun, or this dynamic, so it was a real pleasure to be involved!" 
~ Jessica

Students from the Liverpool based School created three distinct Carnival Characters to embody their installation – the Entertainer, the Ring Master and the Confectioner, and these classic English Carnival characters are given a fresh and innovative floral make over ~ by wearing bespoke Floral Couture outfits. Each outfit takes inspiration from the energy of English Carnivals – from jackets made from Admission Tickets to Playing Card Catsuits, each look is created using exquisite flowers and foliage. These fabulous characters sit amongst a colourful Carnival environment, filled with ring toss, pop corn and other fun fair classics, to provide an entertaining and engaging floral display.

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The flowers and foliage utilized within the display are in part sponsored by the Schools long standing floral design suppliers – notably Anco Pure Vanda, Meijer Rose, Marginpar and PortaNova. The stand includes over 500 of the finest roses, used in combination with exotic Vanda Orchids, rare Gloriosa and luscious Hydrangea to create a truly breath taking visual treat. Through the Schools outstanding reputation, the students have access to study with the highest grade of fresh flowers and foliages.

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"My role in the exhibit was to help produce The Entertainer - each of our three characters had to be completely covered in botanical couture, and it was a really interesting, cool project to help design. I spent two days gluing playing cards into a playsuit form - it was certainly the first time I've ever done that! Working on the English Carnival was such fun, and it's a great opportunity to try something new and fun - plus working on site at RHS Tatton was such a buzz!" 
~ Clare

Achieving their very first medal at RHS Tatton Park, The English Carnival by the UK School of Floristry showcases the finest work from it’s students across several courses. The School itself caters for students looking for classes in Floral Art & Design at beginner, professional and advanced levels, providing a welcoming and friendly atmosphere in which to learn Floral Art & Design. Based in Aintree, Liverpool, the School is proud to attract students from far and wide – nationally and internationally.

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Previous Chelsea Flower Show Medal Winner Joseph Massie told us “The opportunity for our students to exhibit their work at RHS Tatton Park is a dream come true for them. The show is a wonderful opportunity to really stretch their creativity and technical skills by coming up with a truly incredible design, that we’re delighted to say, caught the eye of the judges, and the imagination of the public.”

Joseph Massie


EXHIBITOR CATEGORY : Floral Design, in the Floral Design Studio




Images of our exhibition can be obtained by contacting UKSOF at


Thank you to Joseph Massie and The UK School of Floristry for sharing this amazing experience with and our viewers!

Congratulations on your gold award, we look forward to the exciting future the school and it’s students are bound to have.



Feature Designer, Floral Companies, Floral Education Month, Industry Events

Bill Schaffer AIFD, AAF, PFCI and Kristine Kratt AIFD, PFCI – SCHAFFER DESIGNS is always interested to see the next big thing or trend and SCHAFFER DESIGNS team is never far from the action. Bill Schaffer AIFD, AAF, PFCI and Kristine Kratt AIFD, PFCI have been at the helm of the 2013, 2014 and 2015 Floral Trend Forecast for the International Floral Distributors Group, multi-awards winning Philadelphia Flower Show winners along with a long list of other amazing achievements and accolades.

When we asked for a break down of their business to and our viewers, here’s what they had to say.

MEANT TO BE   Flowers and fate led to Bill Schaffer and Kristine Kratt’s first meeting in 2005, and they have been taking the flower world by storm ever since. A 3rd generation floral designer; Bill literally grew up in the floral industry. From sweeping floors to delivering and designing flowers after school, being a part of the family business instilled in him a lifelong passion for flowers and floral design. Kris cultivated her floral career as a teenager, managing a retail flower shop in the San Francisco Bay Area, and graduated from the Floriculture program at the College of San Mateo.

ON THE EDGE   As can be seen from their Award-Winning, Gold Medal, Best-in-Show exhibits at the Philadelphia Flower Show, Bill and Kris’ work demonstrates both ability to combine their creative vision and technical skills to break out of age-old flower stereotypes to bring flower enthusiasts exquisite, and, at times, unexpected floral creations that tantalize the eye and infuse the public’s view of flowers with new energy.

FULL CIRCLE Bill and Kris continually strive to further their personal design knowledge via channels both within and outside of the floral industry. They have become diverse contributors within the floral industry, specializing in event design, floral art installations, design shows, and workshops, as well as extending into merchandising, showroom installations, and overseas product development and national and international design publications. In addition to numerous solo presentations, this cutting-edge couple has been seen presenting together at numerous conferences across the U.S.

SPECIAL PROJECTS   Bill and Kris are the owners of Schaffer Designs and creators of multiple award-winning exhibits at the Philadelphia Flower Show, including Best-In-Show and Gold Medalists for 2007, 2011-2015. They have been selected as the 2013-2016 Floral Trend Forecast Directors for the International Floral Distributors Group, and are the creators of PAFA IN BLOOM; an international floral art project with The Pennsylvania Academy of Fine Arts. They are first time authors of their book: Taking The Flower Show Home. When not traveling, they reside in Philadelphia, PA with their pug; Betty Pancake.


What has been one of the most interesting floral topics you have taught so far in your career?

DESIGN ON THE EDGE was the program that we presented at the 2014, 100th Anniversary of the Texas State Floral Associations Convention. It was an introspective, first-hand account on the growth of design from within. It was based on how an individual’s life environments and experiences directly affect the reality of the work that they produce. It was a detailed retrospective of each of our individual styles and how when 2 artists, with different backgrounds, work in harmony with each other: the unity of their experience can pour forth in a new form of design.


Without giving away all your secrets, where do you go to educate yourself about trends and staying ahead of the times?

Trends come from all around us. On a local and regional level it is about keeping your eyes open and your objectivity in check. Look around you: Neon Sneakers, bold and graphic patterns, blue everywhere. We live in a global economy and it has fallen to that vision to understand that trends are everywhere and of what we decide they should be. From the traditional European and Asian floral design magazines through Architectural Digest, Wallpaper, Print, 3D Artist, Azure, Aesthetica, InDesign and so many more to our latest craze of Pinterest, Facebook and Instagram. The fashion runways and paint companies and car companies are forever showing us colors. In the end – are there specific trends to follow in order to ‘stay ahead of the times?’ – some – but it is often your inner creativity mixing the massive amount of input from the world around us that will allow the creative mind to see the combinations of color, texture and pattern that will set the tone for others to follow.


Do you have a philosophy when it comes to floral education?

This is really what it’s all about – isn’t it? A couple of floral educators espousing their belief system. What we can truly say is that our educational values and goals for those under our tutelage is ever-evolving. Even for those not under our direct contact but for those that we have the opportunity to connect with through presentations and social media – the single most predominant answer is enthusiasm. To be energetic in your beliefs about what you are doing. To be knowledgeable in traditional stylings blended and standing alone with current and future trend forecasts. To enter into a pact with your audience through honesty and a personal commitment to continue in your own growth is the constant that each of us endeavor to commit to in every aspect of our floral education process.



What advice do you have for designers looking to become a floral educator or presenter?

RUN!!! RUN FLORIST, RUN!!! Oh, your serious! LOL!!! When we look at teachers in our lives, family and friends who are teachers – there seems to be a connecting thread ~ heartbreak mixed with love and the opportunity to mold those who truly want to learn makes their job a vocation. As an Educator or Presenter in the floral industry you need to embrace that the people who are there to hear you and see what you produce have taken the extra step of deciding to be there. To spend their hard-earned income; to be a part of an opportunity that they are looking to you to help them fulfill requires your own successful education. Do not tread lightly onto this path. Tread heavily with honesty, knowledge, experience, education, commitment and enthusiasm – because in your voice is the power to make or break someone’s beliefs. Never be dishonest or guess in your opinions or answers to their queries.   Be forthright – this is not an easy profession. It is fraught with anxiety, competition and difficult daily dealings. Yelp! Alone – can send someone over the edge. It is about finding who you are and helping others to find their strengths. Never be egotistical – always be sincere.


With our ever-changing industry, what are some of the biggest floral education changes that have happened in the last 10-15 years?

AWARENESS through the internet. The simple opportunity to find others of like mind and style or of a quality of design and style that you strive to achieve is endless. To discover learning environments through keyword searches and reviews truly are some of the ways the industry has progressed. The old school camaraderies – found in presentations with 200-300 people at every local event – has been replaced by individuals with serious attitudes looking to advance their professionalism through design. It is up to true designers to consistently post images of quality, strong P&E designs that will elevate the field not only for those seeking to learn about design, but will also educate the everyday consumer. The internet is also a consumer and design curse as the continuation of ‘bad’ ‘arrangements’ are forever displayed with words of wild enthusiasm from those posting. This is an all-encompassing good vs. evil outlet that each individual needs to explore through their personal connections and serious research about the individuals and companies that they are following. In the end – the rewards are worth the time and energy put into it.


How has being on a husband/wife team helped with your floral education success?

By inspiring each other we can better inspire others. Working together – we find we constantly challenge each other’s skills, ideas and creativity. We are able to push each other without inner-tension because we both realize that the love we have for one another and our craft supersedes commentary.



What do you think are some of the top floral educational advancements that have helped progress the industry?

The scientific research of proper Care and Handling. The social media awareness of floral ‘ideas’. Being able to share content and ‘how-to’s’ with each other is the #1 advancement of our times. As for tools to enhance that education: the advancement of floral life expectancy through floral foam and it’s many sizes and shapes has been key to the creative mind’s ability to place flowers where, heretofore, could not be achieved. From zipties, to colored floral foam – from a myriad of water ‘tube’ options to products like yarn, wire, and numerous other textiles have aided in the creation of strong, clean mechanics that actually enhance a design.

Floral Design Show and Workshop with Schaffer Designs at Mt Eden Floral (3)

What countries do you think offer the best floral education?

Quality education can be found everywhere when looked for. As a single country ~ We have not studied enough in every floral-heightened awareness country of the world to be a true judge of it. When looking at the international postings and magazines, countries throughout Europe to Down Under and back up to Russia and China to the many Island countries of Asia can true inspiration be found. Our own backyard of the United States has a wealth of rewarding floral educational opportunities. In this ever-shrinking world: it is the amalgamation of talented educators worldwide that should be the source for expanding floral knowledge.


What opportunities do think are a must that designers should take part in to help advance themselves?

To Advance oneself is to move forward. We have already discussed the various educational opportunities that can be found so what’s left is your career. Who do you want to be when you grow up?! Advance toward that. If you wish to be successful – educate and continue to educate yourself. You must also begin the networking process of your profession. Local, Regional and National Meetings/Conventions/Symposiums – wherever you can meet people and exchange ideas about what it is you do and how what you do can be of benefit to another. Learn to be your own SEO or hire one if you are able. Keep putting yourself out there. …and … for goodness sake buy a hi-res camera and take professional looking pictures on professional backdrops or everything else you have strived to achieve may never come to fruition if you cannot properly show what you can do.


In your personal opinion what are some of the shortcomings in floral education that the industry should strive towards working on?

No standardized floral design curriculum in today’s colleges are offered across the United States. Each individual State Floral Association has their own requirements to reach certification. Challenge; not every one of our 50 states has a floral association. The major obstacle is that the people mediating these approvals are not always qualified to be doing so. The majority are well-intentioned individuals, but who may not necessarily be properly/formally educated themselves.

Today, an average design presentation, whether offered with a small charge or even with no charge – is poorly attended. A count of 50 people is now considered a success. In focusing on any one region of the United States you may find that there are 3-4 design presentations per year – each lasting no more than 2-3 hours. Those that have a hands-on workshop attached to them are even less – usually no more than 1 or 2 per year and consisting of a one-day or half-day study. For those with the financial fortitude and free time, they can be involved in continuing educational studies through these programs year-round.

Even with the shrinking numbers of design seminars, workshops and demonstrations – there are many ways to feed your appetite for learning. Weeding through the internet glut may be tedious but it can also unveil numerous quality floral educational videos and photographs. There are private schools of study in the United States that offer one, two, three week study programs and more. The lack of a standardized educational studies program is the drawback. For those who seek to follow this road they are often met with repetitive studies in dealing with instructors whose skill level is greatly differentiated from one program to the next. The difficulty is not in the financial commitment to the actual program itself but in the additional costs necessary for transportation, accommodations and time-off from their source of income as they try to earn and learn at the same time.

In order to educate the consumer we must first accept the complexity of regional aesthetics to proceed. In just considering that the United States is 2.5 times the size of Western Europe the scale of the acceptable universal design style is dwarfed by any one design concept. The universal cooperation and coordination of standardized guidelines for approaching the education process of the floral designer and the consumer would benefit all in the floral industry – worldwide. A cooperative effort by growers, wholesalers, event designers, retail flower shops, educators and publishers is the key to creating this phoenix of floristry (check out what Alison Bradley is doing with Floral Fundamentals). Without true national standards, this lowered expectational attitude of what we do has become the current face of U.S. floral design.

In the United States, the American Institute of Floral Designers has instituted a secondary program entitled CFD or Certified Floral Designer. It basically represents: a designer who has dedicated or re-dedicated themselves to improving the nature of their skills to a higher level. It is a wonderful altruistic goal but as a non-profit organization AIFD is limited in it’s marketing efforts for this unity of knowledge and spirit of design. There are few agencies that are financially able to actually market flowers. We are in a constant state of reaction – hence the never-ending negative flower ads at holidays. It is only SAF that has any ability to nationally stand up for our industry. Even then – most do not even listen.

The ever-evolving, social media marketplace is the future of most industries – the floral industry is no exception. How often does posting a picture of a floral design on today’s social media offerings evoke a “WOW”, “GREAT”, BEAUTIFUL” – Too often! Encouragement is a necessary equation in the education process. Arbitrarily praising every posted floral design will never offer any positive critical analysis of a designer’s work (there are a couple of Facebook Groups that encourage qualified commentary). The advocacy of these postings needs to be stopped by industry peers. It only provokes similar postings; which is being seen by more and more potential consumers.  In this YouTube, Vine, Vimeo world: Principles and Elements often take a backseat to quick designs as a substitution for informed education. It is the epitome of the American mentality – Convenience.

Social media perceptions can be manipulated through industry saturation of well-designed, properly photographed commercial designs by industry leaders. Facebook, Instagram, Twitter, etc. need to be a part of the daily education of floral designers in spreading the word of good floral design. There are many individual designers and shops that are already doing it. The balance of the industry needs to adapt these accomplished methods into their own strategy if the wish is to educate the consumer on the value of flowers.



Email: Bill -
Kris -
Phone: 267.577.8555

Floral Trend Forecast
Social Media


Thank you Bill and Kris for always inspiring the industry and always keeping us on our toes with amazing design and trend. We look forward to the upcoming trends and also all the amazing projects that the SCHAFFER DESIGNS team will be coming up with in the future.

As we enter the final stretch of Floral Education Month, watch out for more amazing inspiration,


Feature Designer, Featured Floral School, Floral Companies, Floral Education Month, Industry Events

Matthew Landers Academy – Matthew Landers

From the day Joseph Massie introduced Matthew Lander and to each other, we have been enjoying every second! Matthew has a wonderful passion for design along with a fun infectious personality. The Matthew Landers Academy may be young, being only established in July 2012, but it is one of the most on-trend and industry advancing academy’s offering courses to the industry today. Matthew Landers Academy is the largest Private Training Provider in Western Australia and has courses available for Hobbyist, Beginners, along with Industry and Advanced training courses.

Photo Property of Matthew Landers

Photo Property of Matthew Landers

Where have you found the greatest impact when teaching floral design, demonstrations or workshops?

The greatest impact for myself would be teaching techniques. There have been many occasions where intermediate or senior floral designers have come to us to further their skills and in fact have been poorly taught or self-taught. I believe our greatest impact is teaching thoroughly the correct use of the sundries and supplies that are designed and engineered for botanical product and our industry. I also feel we have impacted many Beginners who thought it would be ‘easy’. Teaching them that there is indeed training, skills and education that is required to become a Floral Designer.

What struggles have you found with teaching floral education to the public compared to professional designers?

To be honest, the public are generally better students. They’re keen to learn and listen to what you have to say. Floral Designers tend to have already made up their own mind and ‘know better’. The only real struggle for teaching the general public is the diversity in the classes. Our classes are open to anyone above the age of 16. You can imagine what it can be like to have 16 students all of different ages, cultural backgrounds and life experiences. Sometimes the banter between students needs to be stopped and the class is bought back to attention and the task at hand.

Photo Property of Matthew Landers

Photo Property of Matthew Landers

In your personal opinion what are some of the shortcomings in floral education that the industry should strive towards working on?

In Australia, this would definitely be the training package that is taught in Registered Training Organizations (RTO). If you wish to become a RTO, you must deliver the training package exactly as it is stated. 40-50% of what is in the Certificate III Training package is obsolete and would never be used in a 2015 commercial florist. I think the Training Package and the manner in which is is marked upon to deem someone ‘competent’ needs to be addressed in the future. We have chosen thus far, not to become an RTO because of not agreeing on what is to be taught. Our Industry Course has been developed to cover the crucial learning needed to enter the Industry, whether it be straight from school or later in life. There is also a strong oversight by commercial Florists when hiring, to look only at candidates who posses a Certificate. Some of the worlds best florists are not ‘qualified’, however their designs, speed and presentation far surpass the industry Standard. I know that more progressive business people, do indeed hire on the skills and standards of the candidate, not the piece of paper in a file. Again, with the current training package, even if the student is terrible, and RTO must pass them if they have ‘tried to complete the task’.

What do you do to keep your self-educated and on trend?

I do my best to attend all major worldwide competitions, conferences and summits each year. I also actively look weekly to what is trending on Social Media and in Fashion Blogs and Magazines to try and pre-empt the classes that will be required for my school on a particular technique. An example is, when Kokedama made a comeback in Harpers Bazaar in 2013 (then trickling to Blogs, Social Media etc.), I immediately scheduled a Kokedama workshop within the coming months. I also work closely with other educators, particular Joseph Massie of the UK School of Floristry. We often ‘compare notes’ as to the content of what we’re teaching and how it is being taught.

Photo Property of Matthew Landers

Photo Property of Matthew Landers

How would you say floral education differs in Australia than floral education in the rest of the world?

The Floristry Industry is unregulated in Australia. Therefore you do not ‘need’ to have a Certificate III, IV or Diploma to obtain work or run your own business. Therefore anyone can offer training, open a school or conduct workshops. This is good and bad. I feel it would be great if the was somewhat of a governing body, but not exactly ‘regulated’. For example, someone who completes a class at my school, it would be nice if they were able to sit exams and get ‘rated’ by a governing body for their skills (similar to AIFD). Australia follows multiple trends. European, Asian and American. This does make it a little more diverse with setting training plans. In the past, Australia has been heavily influenced by very traditional English Floral Design. Hence why this has become somewhat obsolete, as the younger generation (or what we call ‘our current customer’) wants products that are a lot more stylish and modern. The only thing that is really the same worldwide are the Principles and Elements of Design.

What floral topics do you feel in your personal opinion are either over taught or need to be focused on more?

I personally think the number one topic should be ‘How to maintain our Industry’. This is a luxury product in a climate with a future that is unknown. It’s all very well to teach techniques, designs and how to cost and market them effectively. But do those designs have a place in the future of our industry or are we focusing too much on a trend that will only last months? There is also a decline in the knowledge of Botanical names and Variety knowledge. There are too many people referring to things in our industry with little or no knowledge of their history or how they grow and should be cared for post-harvest. We should be referring to something like a Red Rose as a ‘Grand Prix Rose’ or an ‘Adrenaline Rose’ not just a ‘Long stemmed Red’. It is like the difference of seeing a Doctor. You pay more to see a specialist than you do to see a General Practitioner. Each Floral Designer should be striving to have the product knowledge of a ‘Specialist’ and charge accordingly.

Photo Property of Matthew Landers

Photo Property of Matthew Landers

How would you like to see floral education evolve over the next 5 years?

I would love to see a little more of a commitment in education moving forward. There is a difference in simply ‘delivering a course’ and ‘teaching a student’. To be honest, I think the dead wood that needs to be weeded out of the teachers in Australian Floristry Schools, will reach natural attrition within these years. Younger, more progressive teachers like myself are now seen to be far more successful than older generation, with perhaps more traditional teaching methods.

What do you hope your students take away from your training?

A little piece of my passion. I am incredibly dedicated and passionate about this Industry and also our craft. I try to go above and beyond with my students and always give them my 100%. I hope my students not only take away the skills we’re teaching them, but also some dedication and commitment to advance their skills and be more successful personally or professionally.

Photo Property of Matthew Landers

Photo Property of Matthew Landers

What do you think are some of the top floral educational advancements that have helped progress the industry?

I think the shining star in this would be Social Media. Instagram, Facebook, Blogs, Pinterest etc. This has enabled a product to go viral and become a worldwide phenomenon in the touch of a finger. If Beyoncé is wearing a Flower Crown, suddenly, everyone wants to wear a flower crown. Floral Designers are quick to criticise people working from home and also offering DIY on Blogs and Video Tutorial. I think the point here is missed. They’re promoting Flowers. People are engaged and loving flowers and Floral Design. Rather than being insecure, they should be proactive in their business and realizing there is perhaps another market they could tap into. Social Media has also allowed us to tap into what is trending in other parts of the world without having to wait day, weeks or months for a new book or magazine. You can monitor the success of what you’re producing and also the engagement with the audience. People aren’t shy to tell you what they think. There are many blogs that have wonderful, educational tips for florists and general public that will enable them to either make more informed buying choices, use different or learn new techniques and also forecast upcoming trends.

Of the floral educators around the world, who are your top 3 and why?

In no particular order.

Gregor Lersch – Germany : Gregor is like the Yves Saint Laurent of the Floristry Industry. He broke the rules, then re-wrote them. He did what everyone else was too scared to do. He educates with a level of passion and dedication that oozes out of every fibre of his being. A legend in our industry and a true inspiration.

Gregory Milner – Australia : Greg’s mother Marjorie Milner was a pioneer of education in Australia, starting Marjorie Milner College in Melbourne. Greg has taken this college from strength to strength. Greg is responsible for Australia having a lot of the education it does today. Along with a range of videos and books his passion is visible in each and every interaction.

Joseph Massie – England : Joe, similarly to myself started young and has achieved a lot. Joe is also what I consider the ‘new generation’. After his recent acquisition of the UK School of Floristry, I invited him to come to Australia to be a guest demonstrator and workshop tutor for my school in 4 Australian cities. Joe excelled on delivering ‘current’ and relevant information about the industry and its trends.


Phone: +61 8 9355 5369

Social Media


As a fresh breath into Floral Education, looks forward to the day that we get to personally work with Matthew Landers and his forward thinking Matthew Landers Academy. Thank you to Matthew for taking the time to share with us an Australian perspective on the state of Floral Education and we look forward to the inspiring floral future he is working towards. Check out all the links above to stay in the know with all things Matthew Landers .


Feature Designer, Floral Companies, Floral Education Month, Industry Events

Theresa Colucci AIFD, PFCI – From Educator to Advisor

Theresa Colucci AIFD, PFCI is one of those unique floral educators that put not only time into educating the future of our industry but also her time into building her successful floral business Meadowscent! Throughout all of it though Theresa has faced the saddening decline of collegiate floral design programs going from teaching floral design at the State University of N.Y. At Cobleskill and at the NY botanical gardens to becoming the SAIFD Advisor to the rural Upstate, New York school. As a SAIFD Advisor, Theresa still inspires future floral designers and growth in the industry.

Photo Protperty of Theresa Colucci AIFD, PFCI

Photo Property of Theresa Colucci AIFD, PFCI

What advantages do feel SAIFD chapters provide that normal college programs do not?

Having the support of AIFD provides us with many educational and industry opportunities. We host guest AIFD designers to work with students for our Artist in Residence program, our students attend National symposium to compete with other SAIFD colleges and take advantage of our educational shows. This symposium also provides the students the opportunity to work side by side with world renown designers on designs for their programs.

What struggles have you found university and college programs have faced in recent years?

The number of students interested in floral design has declined, therefore making it difficult for the colleges to continue their programs.

Photo Protperty of Theresa Colucci AIFD, PFCI

Photo Property of Theresa Colucci AIFD, PFCI

In your personal opinion what are some of the shortcomings in floral education that the industry should strive towards working on?

I think the industry needs to support floral education programs as best they can. There is a lapse in age of people taking on floral design careers. We need to invest in our college students as well as current florists furthering their careers, in order to keep our industry alive. Education is the best way to help floral design flourish.

What has been one of the most interesting floral topics you have taught so far in your career?

Because working with flowers is appealing to many, we often see people opening flower shops that have no real design skills or business skills for the floral industry. I find it most interesting to teach industry business skills to this group. If the desire to design is there, you won’t stay in business very long if you can’t turn a profit. Teaching these skills are a vital part of keeping our retail florists in business and creating opportunities for floral entrepreneurs.

Photo Protperty of Theresa Colucci AIFD, PFCI

Photo Property of Theresa Colucci AIFD, PFCI

As a past instructor of State University of N.Y. At Cobleskill, what did you find to be the most challenging part of running a floral program?

It’s difficult to run a program with a very tight budget. In order to keep floral design relevant, you need to show the students new products in our market. These can be costly and often impossible for most programs to afford. This would be an area that the industry could lend support to. Manufacturers, growers and wholesalers would benefit to have their products being used by students who are the future of our industry.

Do you have a philosophy when it comes to floral education?

Exposure to the floral industry globally. Whenever I have the chance I let the student see how large our industry is and that it goes beyond a mom and pop shop in your hometown. Exploring all facets of the floral industry worldwide creates an excitement and possibilities for them to find careers.

Photo Protperty of Theresa Colucci AIFD, PFCI

Photo Property of Theresa Colucci AIFD, PFCI

With our ever-changing industry, where have you seen the floral industry change the most over the past 5-10 years?

Sadly, I think consumers have lost a lot of faith in Florists. Order gatherers and wire services have promised the consumers more than the retail florist can deliver and as a result our consumers have been dissatisfied. Retail florists need to do everything they can to provide quality customer service with excellent product in order to regain the consumers trust. It may not be an easy task, but it needs to be done on every order and every customer that chooses to do business with you.

What advice do you have for designers looking to become floral educators or presenters?

Continually educating yourself should be your priority. Advance your career to AIFD, and PFCI. Become a member of the Society of American Florists. Take classes from other designers. Travel to other countries to experience cultural differences with flowers.. The educational opportunities are endless. Experience them and share them with others!

Photo Protperty of Theresa Colucci AIFD, PFCI

Photo Protperty of Theresa Colucci AIFD, PFCI

What do you think are some of the top floral educational advancements that have helped progress the industry?

I truly believe in The American Institute of Floral Designers. They are dedicated to the advancement of floral education to the individual, the student, the public and the industry. I believe the standards they uphold continually cause designers to strive to be some of the best designers in the world.

With your extensive floral education knowledge, along with your AIFD and PFCI accreditations, where would you like to take your experience and skill to further educate the industry?

Flowers and nature should be a part of everyone’s lives. We, as florist’s know it. Dozens of studies have documented the benefits of flowers in our lives. European and Asian cultures understand it. I want the United States to grasp it. I hope that by educating with my enthusiasm for the industry, it will trickle down from growers to retail florists and students to the consumer and we will become a nation of flower buyers!

Theresa Colucci AIFD, PFCI

Phone: 845-255-3866



Thank you to Theresa for sharing with us her passion and thoughts on Floral Education. Best of luck to her and her SAIFD Chapter with it’s endeavors this year and in the future.

As we finish up Floral Education Month, make sure to share with what you enjoyed the most!