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The Word Of The Day is Florgasm!

To be the best you must know the best and three of floral.days favorite designs have just teamed up to form the super team that is known as Florgasm. The team consists of Ace Berry CFD,TMF, Patience Pickner AIFD, PFCI, and Sandy Schroeck AIFD, PFCI and between all the talent these designers have you would be hard pressed to find any better. What is ‘Florgasm’ you might ask, well luckily the team has that answer! Florgasm is “The feeling of utter joy and delight one experiences when seeing an especially exquisite flower or floral arrangement”. With these three powers combined you will always be able to count on there being exquisite and exciting designs, shows and classes.

Patience Pickner AIFD, PFCI

Sandy Schroeck AIFD, PFCI

Ace Berry CFD, TMF

What do they do while they are not designing? Ace is a floral artist and owner at R. Ace Floral Art and when he isn’t blowing our mind with amazing deign you can find him dancing, rebuilding vintage bicycles, playing with puppies and is the currant shoe champion from the 2014 AIFD Symposium at 14 pairs of shoes due to his sever shoe addiction. Sandy is the owner of Trend and Design Freelance and Consulting Services, a Smithers-Oasis Team Member, UCI Unlimited Containers Sales Rep and Showroom Designer, and the Len Busch Roses Product Development Coordinator and when she has a second to breath from all those amazing opportunities you’ll find her biking, color forecasting and surfing Facebook. Patience as we know from her past Floral.today Featured Designer Interview is a floral artist and owner at The Picket Fence and owns the furniture and home accent decor store, The Other Side Of The Fence, she is a Fitz Design Team Member and a 2014 Mayesh Design Star Finalist (Click this LINK to go see here August Video) but on her off days you’ll find her doing some retail therapy, reading and spending time with her children and family. Floral.today was lucky enough to be able to grasp a quick second with each of the members of Florgasm for some quick questions and here is what they had to say!

In your personal opinion, what is Florgasm?

S. Taking time to stop, have fun and appreciate the floral beauty around us. I get excited to see new products and dream up creative ways to use them that make you want them.

A. A Florgasm is something you feel deep in your stomach when you see that one flower or arrangement, it’s sheer utter joy!

P. Florgasm is a feeling… an emotion… a way of life. It’s not just about loving flowers and living a fulfilling life doing what you LOVE, it’s about the utter joy one feels when working with, looking at, or being around flowers and floral art. It’s about living life to the fullest and spreading your floral passion!

Design By Ace

How did Florgasm come to be?

S. Patience said it at a show and it stuck, the momentum started and became Team Florgasm.

A. Florgasm come out of left field to be honest. P-money and I were traveling to L.A. for a Teleflora Unit Presidents meeting, we unexpectedly ended up with a 12 hour delay in Denver. We started talking and when floral artists get together the possibilities are endless, and BOOM! Florgasm was born.

P. I’ve used the expression Florgasm and Florgasmic to describe flowers many times on stage. Last year while doing a program, there was a motivational speaker, self made millionaire entrepreneur on before me. I found his style to be a little arrogant, but I listened to his story…. After my program he approached me, complimented me and asked me where I got “that wonderful word from”. He was talking about Florgasm, I answered that it’s just part of my vocabulary. He then asked if I owned the domain name, and when I answered no he told me to buy it immediately. Well on the way back to my hotel that night I thought, “he may be a self important guy.. but he’s also a self made millionaire so obviously he knows business”, so I purchased Florgasm immediately. My friend Ace Berry purchased Florgasmic, and with the help of my son in law to be Colin, and lots of collaborative convos and phone calls www.florgasm.com was born. We always knew we wanted a third member who shared out vision of lifting up other florist and giving design programs that were educational, exciting and fun, so when Sandy Schroeck contacted us asking to be part of it all we said welcome aboard!

Design by Patience

What are some of your goals personally with Florgasm?

S. Inspire designers to have fun with flowers.

A. To publish a book and to do a main stage program at AIFD, and to really share our passion with the floral industry.

P. Goals for Florgasm! Number one, spread our passion for flowers to fellow florist and consumers, we would love to fill up our map and be invited to do programs throughout the country. I have a pretty basic theory on life, work hard and play hard. We as an industry need to remember a few things things, we aren’t brain surgeons, we aren’t saving lives, we make pretty things, so if we gain success we need to remember to not take ourselves to seriously or we become that self important guy. Equally important we need to remember that while what we do is probably not saving lives it is art and we are artists and we should never be scared to charge for that artistry! OK, give me a second while I climb off my soap box…. ok, I’m off.

P. Something Ace and I have discussed at length is that we want to encourage and mentor those new to the industry, to lift people up, we haven’t decided how to launch it yet but there will be a “Stars To Watch For” sort of section to our website.

UCI Partners Table Designed By Sandy

What part of the industry do you think Florgasm can help improve the most?

S. We want to show our passion for flowers and inspire sales. Design shows are not just about who can make the biggest arrangement, how can we add a twist that draws people in and get them excited about buying flowers on a regular basis.

A. The thing is no one wants to sit in a program and be lectured, they want to be educated and entertained. To recharge, inspire and help other floral artists rekindle their passion.

P. I think an area that Florgasm can benefit our amazing industry is by adding even more enthusiasm and passion, programs are changing. Programs are more interactive, more designed on stage, more hands, they are educational and entertaining and Florgasm wants to lead the way.

Patience Designing

Of all your achievements to date what are some of the most memorable Florgasm moments so far?

S. Being part of the “Top This” program at the AIFD National Symposium in Las Vegas.

A. Watching people guessing the new member, seeing people from all over the world like our Facebook page and visit our Florgasm website. Also new and old friends reaping our Florgasm tees at the 2014 AIFD National Symposium.

P. The buzz regarding the newest member was pretty exciting, but I think the three of us getting together in Chicago was pretty cool. Great networking conversations and spreading our love and passion for flowers. Tons of great memories from the body flower party, drag show, seeing legends and the final night. Seeing our t-shirts on so many new and old friends. It was all awesome. The number of state organizations that have contact us interested in bringing us to their state makes me feel we are on the right track!

Design by Ace

Are there any exciting projects we should be looking forward to for the rest of 2014 and coming 2015 from the Florgasm Team?

S. Patience has a daughter getting married and we will be producing that event this fall. We are in negotiations for some other shows in 2015. I will be appearing at Len Busch, Plymouth, MN, Roy Houff October and Frank Adams Wholesale October 12th.

A. 2014 has a huge event in September! P-money’s daughter is getting married and team Florgasm is invading SoDak! (South Dakota) To give Chelsea and Colin the wedding they deserve. We are in talks with a couple state organizations about doing programs in 2015.

P. My daughters wedding is Sept 5 and Team Florgasm is getting together to do the flowers for it….EXCITING!!! Florgasm is in negotiations with several places for programs in 2015. Personally I’ve got a show with Tim Farrell Sept 13-14 in Sioux Falls, SD at NAWFI which I am super excited about!! The SDFA free fall convention is in October, as acting Prez I’ll be pretty busy with that, I haven’t started booking any spring programs yet, but hopefully that will begin soon!

Bridal Bouquet

What are a few of the services that Florgasm offers and where can our viewers find them?

S. www.florgasm.com

A. We are down for anything, but most of the programs we offer will be at www.florgasm.com.

P. We actually are working on our specialty programs right now, they will be on our website very soon at www.florgasm.com!

Sympathy Design by Patience

Do you have a philosophy when it comes to designing for yourself or for Florgasm?

S. I love to use color and product trends to create something for your staff to talk about as a start, then add flowers to connect them and get people excited.

A. I really don’t have a philosophy, just smile and have fun, we are in the best industry in the world! Take time to have all the Florgasm you can!! (I totally just made that up…) BOOM! I’m good!

P. I am super passionate about floral designing! I am a stickler about color theory, that’s number one for me. I also adore Line, it’s the most exciting of the principles and elements of design for me. As a floral artist I am inspired by the product, I love organic materials and trying new design styles.

Backstage of Sandy’s Show

Where do you see the floral industry heading in the next 10-15 years?

S. The market is changing and you need to figure out your niche. In a flower shop you need to diversify. Example, partner with linen companies or other rental companies so you can provided full services. It won’t be enough to just sell flowers, the service will grow your business. Flower shops fail with a lack of willingness to change. One new trend coming from Pinterest will be to figure out how to incorporate the DIY into your business. Teach classes or sell full bunches at a different margin than normal. Many people look at it as the enemy, mostly because we have lost control of their choices. The day of pulling a pre-priced selection guide from under the counter are gone. We will need to adapt or loose the business.

A. I really see it more event driven, it’s hard out there for small shops that don’t want to change. There will always be your old school florist out there, but they are a dying breed and it’s getting harder and harder for everyone in the industry. Education is the key for our survival in the industry.

P. The industry is defiantly changing, those who view themselves as artists and charge accordingly will succeed, those that don’t simply wont. Continual education and the absolute BEST customer service you can provide will give us the best chance at success!

Ace and Garrett at the 2014 AIFD Symposium Leadership Gala

What inspires you and your design?

S. I love line in design, Hitomi has been an inspiration for years, but I am also inspired by Bobbi’s love for flowers and life. Marie’s program “Shine” sticks in my head with the “Each one Touch one” challenge. There are so many more talented designers I’ve had the opportunity to work with, I use my love for education to create designs and to keep challenging myself.

A. WOW!! I am a very architectural designer so old buildings, vintage stuff and lots of different things at the moment. I’m very big into floral tattoos! I’m really drawn also in by the urban influence.

P. Nature, organic material, the flowers themselves. The funny bend in a liatris, unusual seasonal flowers along with color line and texture. I love the play of hard rigid containers with soft textural product. Music inspires me, what I am listening to at the time (there is ALWAYS music playing in the design room) influences my designs.

If you could take Team Florgasm anywhere in the world, were would you go and what would you dream of doing there?

S. Chelsea Flower Show in UK, I would love to go take in the inspiration and come back and pass on what we learned.

A. Japan or China! Just to see what it’s like to be a floral artist there and to see the Great Wall and Temples, and to experience all the plants and flowers!

P. OOoooohh… Good Question! I’ve never traveled outside the USA so I don’t know how to answer that. Amsterdam would be amazing, the Chelsea Flower Show would be mind blowing I am sure and Japanese floral artists are super interesting to me. I would definitely want to learn from the masters of floral design wherever it is that we are lucky enough to travel to!

We here at Floral.today commend those of us in the floral industry that strive to take the floral industry to the next level through education and artistry helping support the backbone that will keep us all around for many years to come. Make sure to check out all the link throughout the article and show your support to all the team members of Florgasm along with all their other activities in the industry! Floral.today looks forward to working alongside and with Team Florgasm in the future as we both strive to share our love for education and beautiful design. Thank you to all three members of Team Florgasm for stopping by for our viewers to get to know them a little bit better and get a better feel of why they need Florgasm at their next show or conference!

Thanks For Joining Us,

August 4, 2014 by Garrett

Baudouin Roelants : Featured Designer

If you haven’t found your way to being a Facebook friend with the lovely Baudouin Roelants yet, you are missing out. Baudouin is one of those people that always has a kind word, a funny post or hilarious interactions with other people. Floral.today got our first glimpse of Baudouin on the Fusion Flowers Magazine‘s social media presence who was the tudor for their 2012 Fusion Flowers Magazine Summer School. His designs are beautiful and so is how he treats those around him.

We had the pleasure of doing a quick interview with him after his show at the 2014 AIFD Symposium a few weeks ago, so go make sure to check that out as we will have the link below after you enjoy some photo’s from our 2014 AIFD Symposium experience with the wonderful Mr. Roelants.

Part Of Baudouin’s Team And Volunteers

Team Member Securing Grass

Anthony Vigilotta AIFD, CFD Braiding Grass

Baudouin Creating a Bouquet With Paper and Fresh Floral

Baudouin and Husband David Showing Off Finished Bouquets

Nelson Hiltner Knotting Raffia To A Cylinder

Braided Raffia, Fresh Wheat, Orange Vanda Orchids

Raffia Tubes, David Austin Roses, Scabiosa, Peach Hypericum, Accent Decor ‘Jardine Planter’

De-Petaled Sunflowers, Raffia Tubes, Hanging Amaranthus, Accent Decor ‘Newport Bowl’, Accent Decor ‘Recycled Teak Wood Pillar’

Raffia Knotted, Yellow Vanda Orchids, Not Sure About The Pods, Clear Cylinder, Accent Decor ‘Recycled Teak Wood Pillar’

-White Larkspur, Stripped Green Stems with Green Discs Attached, Green Button Mums, Queen Anne’s Lace, White Paper Discs, Accent Decor ‘Guru Vase’, Accent Decor ‘Newport Table’ -Wood Base, Raffia, White Roses, Green Hanging Amaranthus, De-Petaled Sunflowers

White Paper Discs, Green Button Mums, Stripped Greens Stem with Green Discs Attached, White Larkspur, Queen Anne’s Lace, Accent Decor ‘Guru Vase’

David Austin Roses, Scabiosa Pods, Peach Hypericum, Raffia Tubing, Accent Decor ‘Jardin Planter’

Pictures Property of: Baudouin Roelants, David Dewel, and Cres Motzi AIFD

Baudouin’s ‘Transformation of Functions’ at the 2014 AIFD Symposium was absolute beauty, simplicity and impact. From ballet dancers with bridal bouquets, to all the raffia detailing, he kept you thirsting for more the whole time. We appreciate Baudouin taking the time to do an interview for Floral.today at symposium and you can find it HERE. We look forward to seeing Baudouin and his charming husband David again hopefully in Belgium! Thank you to Baudouin, his husband and all the volunteers and team members that created such an amazing show. Go check out Baudouin’s Facebook and Website to see even more from his show and other works. He loves cats and cat jokes, so make sure to show him your best on Facebook.

Till Next Time,

July 26, 2014 by Garrett

Feature Designer

Dr. Solomon Leong AIFD : Featured Designer

Floral.today’s first glimpse of Dr. Solomon Leong AIFD was actually on Facebook when someone shared one of his pictures with us. Our fascination grew from there. Solomon is the owner of Solomon Bloemen, where you will find expert floral consultations and design services for everything from weddings and corporate events to couture specialty designs such as bouquets and corsages. Solomon Bloemen prides itself as a company with the highest standards with their floral services which are artistic, bespoke, highly original and tailored to each clients’ specific needs.

Other than his great designs and company located in the Central District, Hong Kong, Floral.today instantly took notice of Solomon’s devotion to floral education and the many levels of floral education that Solomon Bloemen offers. Solomon offers many different levels of classes so that everybody can experience the wonder of working with flowers. It was through this educational path that really struck our notice since no matter the subject or skill level, Solomon always filled the class to the brim without sacrificing the attention to each student or the content.

We here at floral.today are super excited to bring you Dr. Solomon Leong AIFD to you through this interview. When he isn’t jet setting around the world presenting or competing he enjoys photography, music and just traveling in general. Come get to know Solomon and after the article go check him, his work, and all he is up to and make sure to go show your support to someone that is making all the right waves promoting unique design and strong floral education.

Where did you get your start in the industry and what do you see for yourself personally in the future?

S. I got into the industry first via designing wedding flowers. I started with friends who were wedding and event planners. Since then I have diverged into the education and also corporations. The future is to expand and further on this side of the business.

With all the class you teach, what are some of your favorite topics or design styles to present?

S. I don’t really have a favorite topic as such but I do enjoy the interactions and experimentations being carried out during classes. Sometimes original ideas come by accident.

How has being a Doctor of Philosophy in Cultural Studies affected how you design?

S. I guess coming from an academic background helps me to look at floral design in a completely different way. Alongside the obvious shapes and forms of the flowers themselves, I also tend to look at every plant in relations to our cultures and social economies.

S. For example, I am very interested in how some flowers are perceived to be cheap in some parts of the world but expensive in others, such as orchids. These discrepancies in perceived value directly influence my designs. Sometimes I will go along with these stereotypes, but sometimes I will try to challenge them.

Of all the awards you have won and events you gotten to design at, what are some of the most memorable?

S. There are quite a few but the most memorable one was to design a wedding using completely oncidium, all in huge glass vases. It was quite a daunting project to undertake as the orchids were so easily ruined, but we made it in the end. I also enjoy designing extravagant pieces at various 5 star hotels in Hong Kong. Once I created a design with globe chrysanthemums that looked like a pair of giant earphones!

Are there any exciting projects or shows we should be looking forward to for the rest of 2014 and coming 2015?

S. Yes! I have just finished competing at the RHS Chelsea Flower Show and won Gold and Best in Show. Next will be the world show in Dublin in June. Afterwards I will be back in Hong Kong with various commercial installations. In late August I will be in Oxford for an event called FLOWERS@OXFORD. I will be creating a large scale installation as well as performing a few demonstrations. In September I will be in Croatia to hold a few workshops for the World Flower Council, and in October I will be in Japan, Nagasaki for another flower festival creating yet another floral installation. All at the same time I am also writing a book to be published next year in 2015!

What are a couple of your personal goals you are working on right now?

S. I am preparing for my new book, which I really hope I will be able to finish by the end of this year to be published in 2015!

With our ever-changing industry, where do you see it changing and where do you see it heading in the next 10-15 years?

S. I see floral designers are gradually having to become interior and fashion stylists as well, and brand marketing is as as the products themselves.

Who are a couple of your greatest inspirations right now?

S. Karl Blossfeldt, Gertrude Jekyll, and the Pre-Raphaelites. None of them are floral designers but I think they are very inspiring.

What advise or words of wisdom do you have for new designs all over the world?

S. Always remind yourselves why you love flowers in the first place and stay true to it.

If you could write a book on any topic, what would your book be about and why? ( We didn’t know about Solomon’s coming book)

S. You will find out when it’s published!

Keep your eyes peeled for all the amazing things coming from Solomon in the coming year. With his many awards and accolades we wish Mr. Leong the greatest of luck in his adventures and also with his book. You can click on Solomon’s name anywhere in the article to follow him and show him your support as he sets a strong bar for what design and education will be for the future of floral design.

Till Next Time,

July 14, 2014 by Garrett

Feature Designer

Beth O’Reilly AIFD, TMF : Featured Designer

As a new mom along with being a freelance floral designer and product developer, Beth O’Reilly AIFD, TMF is always on her toes and that’s without spending time with her 5 dogs, 2 horses, and sculpting. As one of the three 2014 Mayesh Design Star Finalists, Beth has been bringing us beautiful design video’s so far for the months of March and June and we are looking forward to her final video in September. We will have all of Beth’s video links below. Let’s get to know Beth a little bit better.

Where did you get your start in the industry and what are a few of the most exciting moments of your career as of yet?

B. I started as a “budvase” girl at the age of 18 at a shop in Perrysburg, Ohio called Ken’s Flower Shop. When I moved to Texas I worked for several flower shops as I worked my way through art school. I eventually earned my Fine Art, Sculpture Degree and found that I was so passionate about floral design and it translated so well with my 3-D Art Degree, I decided to stay in the industry and take my floral career as far as possible.

B. In 2006, I started competing and won the Texas Cup. In 2007 I was inducted into AIFD, in 2008 I received my Texas Master Florist Certification. In 2010 I presented my first AIFD Symposium Program and in 2012 I started traveling to China to pursue my career in product development for the permanent floral and home decor industry.

B. The biggest event that I produced to date was in 2009 for The Aga Kahn. I coordinated lighting, entertainment, a fireworks display, all the rentals, linens and draping, stage decor and assembled a great team of AIFD designers. The floral budget alone was over 200k… it was a spectacular event that worked closely with my mentor and friend, Coby Neal of The Flower Studio. I worked with Coby for almost 20 years before pursuing other goals in freelance and product development.

Congratulations on your new baby! As a new mom and an active participant in many parts of the industry, do you have any secrets for staying busy with a promising career and a new baby, without going crazy?

B. I think that staying busy and working as much as possible has helped me out tremendously. I love having a full plate and I do my best work under pressure and under time constraints. There is a certain sense of power and creativity that happens when you’re pregnant and I have tried to take full advantage of tapping into that… and I will say I will really miss being pregnant but I am so looking forward to being a mom. Traveling abroad while in my 2nd trimester was interesting, difficult at times but well worth it. Now I can say my son has been to China in my belly twice before he was ever born!

B. Since I don’t know exactly what to expect once my son arrives, it’s hard to comment on juggling career and motherhood, but so far I have LOVED being pregnant and working. I have been on ladders and doing event installs late into pregnancy and as long as I am super careful and feel good and confident about what I am doing, I think that working this hard has been great for me. I am hoping to spend as much time with my son as possible before heading back to my work in China. I am lucky to have a great support network close to home… but ask me how I am doing juggling everything about 8 months from now… that will be the REAL test. 🙂

Give us the scoop to being a 2014 Mayesh Design Star Finalist. What are some of the highlights so far of the competition?

B. The Mayesh Design Star Competition has been a great experience. The year Mandy won, I came in 2nd place… so this year has given me such a great opportunity for exposure because they changed the rules this year. As many know, the 3 finalists get to do a series of videos throughout the year and the winner will be announced late November/December.

B. I love coming up with interesting techniques and ideas to share with others so this kind of competition is right up my alley. My videos aired/will air in March, June and September. It has been an incredible journey thus far. We actually filmed all the episodes in a 3 day period of time in October of 2013. I actually flew into LA straight from working in China so I had some jet lag to get through.. which was a challenge, but I do love a challenge. It was great to work with the Mayesh Family… they truly are a family business and everyone that works for them is part of the family as well. Learning about their business was wonderful and working with the other 2 finalists was equally rewarding.

B. Tony and Patience are true professionals and we all wanted to pitch and help each other with our videos. The 3 of us..(well I have to say 4 of us really) bonded during the filming. (Jodi Duncan was there to help us film our first video). We really did have a blast and because we are all part of the AIFD Family it made our time together even more meaningful. It was a lot of work to do in 3 days but we all had so much fun, we wished that 3 of us could all move on together… but there can only be one winner and I know I speak for my fellow competitors when I say that while each of us wants to win, we will truly be happy for whomever wins the final title of Mayesh Design Star 2015.

Other than being a 2014 Mayesh Design Star Finalist, what are some of the other projects that you are working on or looking forward to?

B. I just did a spread for the April Issue of Florists Review which I am really excited about. I got the cover and 5 pages on couture wedding trends inside the mag. That was such a fun shoot. I worked with the local Austin models, photographers, wedding gown boutique, and a local rental and event company to pull off the shoot. It was such an amazing energy and everyone involved gave their all and their best to make the shoot a success. When this kind of energy and talent come together on a project, something magical happens.

When designing for yourself or others, do you have a preferred flower or design style for either?

B. Creativity and good solid mechanics are the most important thing to me when designing. The design style itself is something I like to change up. Working with and developing new trends is probably what drives my style the most. I think it is important to be inspired and inspire others with floral design. Keeping things fresh and new and DIFFERENT is so important in this industry. Within the last few years the trends have been strong but as far as creatively different, they have been lacking so I have found it fun to challenge people (the consumer especially) to try something new and move away from things like burlap and mason jars. There are so many possibilities in floral design that evolving and creating new ideas in design are so important. I love to discover new materials and I always have a new favorite. Right now it’s twisted and curly allium… Mayesh carries it. I also love the new novelty carnations in the muted tones. Some of my faves will always be orchids though. Who can’t resist a fabulous phalo or vanda?? Not me! 😀

What are you looking forward to for the future of the floral industry?

B. The floral industry has been undergoing major changes since the inception of online drop shipping florists and grocery store availability. Because of this market disadvantage, one of the biggest areas that florists have to excel is within the niche of highly specialized services like special events.

B. In my years of producing decor for special events of all kinds, I am finding it harder and harder for the floral designer to carry the respect, authority and creative direction that we once held. Our experience over the years has made us quite capable of maintaining this professional footing, but as of late (especially in the major event cities) that professional clout is wither being taken from us or slipping away from us without a fight. Event Coordinators have risen in the ranks of event professionals over the last decade and they seem to be diverting a lot of authority that we used to maintain with our clientele to themselves. They are becoming the authority and the go-to creative person when it comes to event decor. I can’t say I blame them… we have allowed this to happen and in many ways we didn’t anticipate things ahead of time and fight our own ground.

B. I think it is really important for florists to hold their footing, even if that means they integrate event planning and coordination into their repertoire and staff. This becomes very hard to do in some event networking circles because the florist is so afraid of stepping on the toes that might refer them, they are scared to hold their ground and be the professional event person they have worked so hard to become, in essence lowering themselves to a mere tradesman in many capacities. Business is business and it is time we stopped being afraid to be bigger and better than ever before and take control of the areas that we are perfectly capable of managing. We have stood by for decades and watched as everyone who saw an opportunity wiggled their way into the fruits of our industry.

B. The small florist (the one with all the history and design experience) has been consistently left by the way side for cheaper end products or by letting others appear as the authority instead of themselves. I believe it is past time where we should be standing together as a solid front to preserve our history, knowledge and livelihood. Our legacy is being threatened at every avenue.

B. Creative design for many consumers is not enough, and we need to be able to step into the professional roles being sought after by the public, even if it means that we become or employ event coordinators in our own small businesses.

Beth O'Reilly's Mayesh Design Star Video's

March 2014 - Floral Perspective: Dipped In Gold With Beth O'Reilly AIFD

March 2014 Mayesh Design Star Video


June 2014 - Floral Perspective: Outside the Vase With Beth O'Reilly AIFD

June 2014 Mayesh Design Star Video


Entry - Beth O'Reilly AIFD Designs A Living Picture For Mayesh Design Star 2014

2014 Mayesh Design Star Entry Video

What major changes do you expect to see in the coming years?

B. I would like to see young designers and seasoned designer move away from the popular loose gathered design. While these are popular on pinterest and in many circles… there is no technique or design being showcased. Young florists especially are falling into a trap of getting by with very little knowledge of Principles and Elements of Design. I would like to see a shift towards highly skilled compositions. I think it is possible for us to move in this direction.

B. In my experience trend forecasting, florists have a unique ability to dictate many trends in wedding, event and home decor. When pushing trend forward ideas, it takes research, aesthetic and keeping a pulse on what is popular in the marketplace. With these skills, we can drive trends in the directions that help our business and profession grow. Sometimes just coming up with a new idea, pushing it out to our peers and the public through social media can have great effects on building trends “WE” want to see. If we see our ideas and designs as viable and popular, the general public will as well and consumers will follow suit by buying into the trends that we are discovering and pushing. So, I guess, more than predicting what is ahead… I challenge everyone in the industry to put forth this kind of authority and professionalism and MAKE their own predictions… with impeccable design, mechanics, principles and elements, as well as showcasing trends that we think are viable and profitable in the future, we stand to regain a lot of territory that was once considered ours. Let’s not wait for some other industry to dictate it for us. Seize The Day!

Who have been some of the more interesting designers you have gotten to work with so far and who has inspired you throughout your career?

B. I have had the wonderful opportunity of working with some of the best of the best.. and vicariously learning from afar from some designers that I truly admire. Every program, every event, every AIFD Symposium or local convention is an opportunity for me to learn and be inspired from other designers. This is something I think is very unique to our industry.. we have the capability of creating a community like no other.

B. My first mentor and really the man who taught me SO much in my early career is Coby Neal. I have also learned priceless information from my colleague and friend Michelle Perry-White, whom without her, my experience working in Asia and product development would never have been the same. Kim Morrill, Sharon McGukin, Susan Standerfer… my fellow “Pearl Sister’s” have also been a great source of knowledge and inspiration.

B. As a Past President of the AIFD South Central Region, I have been influenced by some of the most professional and talented people in the industry… Suzie Kostick, BJ Dyer, Frankie Peltiere, and the great Marie Ackerman, to name a few. I also look at designers like Hitomi and Gregor as the true artists in the industry and I am always striving to put forth work that speaks the same language of art and design as they do.

Do you have any countries that you dream of presenting or designing in?

B. I would love to present in Europe… anywhere in Europe. In 2008 I got a scholarship from the World Floral Council of Holland to take part in a special program that toured the Netherlands to learn more about Holland product. It was such an amazing experience, I ended up traveling to Paris and I would love to return in a professional capacity in the future.

B. I also would like to present to Asia, as I think Asian countries look to the US for inspiration and with a great curiosity. I feel they would be very open to learning design techniques rooted more in the western thought and culture.

What kind of presentation would you treat them to?

B. European design is very different than many designs and techniques in America, I think it would be fun to highlight Western aesthetics. Because I am a sculptor as well, I always love to incorporate my own distinct techniques and mechanics that I have learned through 3-Dimensional art exploration. Mixing the 2-Western culture and aesthetics with more sculptural type of design would be exciting to me.

How important do you find setting goals, and what are some goals you are working on right now?

B. Setting goals has been huge for me. It lets me know how far I have come and gives me a sense of perspective of where I am going on this endless journey in the art of flowers. I have been lucky in that every goal I have ever set for myself in this industry has come to fruition.

B. My next goal would be to work as a consultant, helping small flower shops realize the next step of being highly profitable and stable business in the present economy. I would like to continue my endeavors in researching and developing trends for our industry as well as writing for industry publications. I think all designers have a dream of one day publishing a book on floral design… All of these things are on my present bucket list.

You walk into a floral market anywhere in the world and you are allowed to pick any flowers you want. Tell us what you grab and why.

B. I am a visual person so I would pick the materials that speak to me at the time. The biggest, the most lush… maybe it’s the mutant double headed tulip that I am drawn to or the stem length of the vine maple. Whatever is at the peak in season is usually what I love to work with. Peonies the size of my hand, Dahlias the size of a dinner plate, Eremurus as tall as me, these are the kinds of material that I am drawn to. I also like to play with texture and unusual or new materials, for the reason I love green trich dianthus, things like twisted waddle or materials that are unique to the particular region I am in. For instance, if I was in Hong Kong during orchid tree season, I would love to work with them as the focal of a design. It’s hard to say exactly what I would pick, but these are the types of materials I would be drawn to intuitively.

Wonderful responses from a wonderful lady, Floral.today loves the passion in her answers as you can also find it in her design work. Make sure to check out all Beth’s video’s as a view counts as a view and support #TeamBeth on all social media along with your other finalists #TeamTony and #TeamPatience. Watch out for Nature’s Bounty in September as Beth’s final Mayesh Design Star Video. We appreciate Beth and all she has and is doing for the industry and look forward to all that is to come from this great designer.

Until next week,

June 9, 2014 by Garrett

Feature Designer

Björn Kroner : Featured Designer

One of the greatest quotes to describe this week’s featured designer is “Education is the most powerful weapon, which you can use to change the world” by Nelson Mandela. Björn Kroner is one of those unique people that no matter what he’s teaching you it mesmerizes you and turns everything you’ve ever learned on its head for the better. As a German Master of Floral Design, Björn has used his unique design style and extensive knowledge to progress and personally affect the floral industry in so many ways at such a young age it’s surprising he has time to sit. Whether it’s color, design techniques, or simple detailing skills, Björn is one of the great international leaders pushing the very limits of design and what it means to be a floral designer.

Floral.today was fortunate enough to be able to attend the 2013 Fusion Flowers Magazine Summer School in Kippen, Scotland where Björn was our tutor. As an American designer, it was a whole new world of discipline, skills, techniques and design that opened our eyes to a whole new world of floral and though it was difficult, it was one of the most impactful events in our career. We were introduced to a large array of hard-goods and fresh product that we don’t always get to use. To experience being taught by one of the top floral educators in the world is one of the most valuable opportunities floral.today will ever have.

Björn Kroner of Cologne, Germany was so kind as to being willing to do a quick interview with floral.today between all the crazy traveling and teaching he has been up to. Björn is a freelance designer that has a focus on showroom and fair booth decor, demonstrations and seminars, and also National and International event decor. When he isn’t jet setting all over the world, he likes to cook, be inspired by visiting galleries, furniture and interior stores, along with finding time to relax. At only 33, this young designer is changing the face and very structure of floral design. Now let’s get to know a snippet about him.

Let’s start of with where you started off in the industry. Where did you get your first spark of floral design and where did you get your floral education up till now?

B. I got in contact with floral design around the age of 14, we have to do a four week practice job we could see doing after school. From that time on I wanted to become a floral designer. After school at 16 I started my apprenticeship in floral design and graduated at 20. At 22 I did my drill instructor, which you need when you want to go further studying at a master school in Germany and finished Master School in 2004 at the age of 23, which is the earliest you can do as a man. Spare that men had to do a social your in between the ages of 20-22. A German Master of Floral Design is the highest education you can get in this profession.

When did you get your first taste of teaching and demonstrating? Do you think that that first presentation has helped you since that point with how you have evolved your teaching and demonstrating?

B. My first experience I got after I won the County Championships in Nordrhein Westfalen in 2005, from then on I grew up and learned a lot over the years. I see many floral designers around who pretend to be professional teachers and tutors, still I can say from my point I am in a learning process every time, but these people with a very interesting background (let me place it like this) pretend to teach something. Teaching and demonstrating means also you have to have a point of respect for the audience, young designers adopt your technique, which means you should be aware of what you’re doing!

What are 3-4 of the most amazing floral experiences that you have gotten to participate in so far?

B. I had the chance to be part of the 2010 World Cup in Singapore, that was amazing for growing up in this profession and very instructive at the same point. Second would be that I was on a team to decorate a wedding for the Kingdom of Bahrain…. Glamorous, glamorous, glamorous… also amazing. The last point would be my part in the team of the Young Wild Guns from Fleurop Germany. A team of creative designers who wants to show the public the beauty and freshness of floral design, and what floral design is suppose to be next to cash pose and bouquets.

Close up from an installation of mine special thing I designed for a German Porcelain Manufacture the form and technique; the print on the porcelain came from a German designer.
pjk-atelier.de, All Rights Reserved

Who or what is responsible for keeping you grounded with the crazy schedule that you have?

B. My Partner, friends and family…. for me it is also very important that I have people next to my floral design life. I have a crazy schedule from time to time as you mentioned, the most important thing to me is that you have a place to call home, wherever that is or how it looks doesn’t matter, you have to feel it. I think this is what keeps me grounded… also the work with young people and teams or the contact with artist to artist who give you influences.

In your opinion what are some of the most important skills or knowledge to make sure to learn when it come to any type of designing? What is one of the more important pieces of advice you’ve been given pertaining to designing?

B. Oh gosh that is a big, big field. We Germans are world renowned for our rules and how we do follow these ones. Well I have to say, if your education in floral design is based on these rules and you have manifested this in you, you can do whatever you want and feel free and fly, but first you have to learn these principles. People can give us a smile about these rules, but actually even arts or a colleagues are briefed by these rules. Starting with the golden rule, Symmetry/Asymmetry, and color rules.

Finish of the installation, background plastic with color from an action painting seminar from my mentor Monika Knoop-Tausch in her atelier
pjk-atelier.de, All Rights Reserved

As someone so young and so accomplished, what are some of your goals that you are working on?

B. I love what I am doing and I love to give my passion and education to others. But also I am thinking right now about moving to Berlin and opening an Event Location, which you can rent and which is multifunctional called the Green Table. So you see there is also another point next to the demonstrating and teaching, I want to follow for the future.

What are some of your favorite colors, flowers, or products that you like to work with?

B. I love it multicolored, oriental colors and working with shades and textures. In terms of flowers I can say we are very spoiled in Germany, since we have the Netherlands next door and grow during the summer time so many annual flowers to cut. So be the end, I love to work with seasonal flowers during the year, but also combine these ones with flowers from other parts like tropicals, but every time under the same rule to create a store of harmony in the arrangement.

Working picture on the paper wreath with Monika Knoop-Tausch, my mentor.
pjk-atelier.de, All Rights Reserved

With the industry always changing and evolving, where do you see the floral industry heading in the next 10 to 15 years?

B. In Germany we are having a hard time right now, since to be a floral designer is not Young and Sexy like for example the cooking sector with Jamie Oliver. So we need to work on this to bring back the culture and the passion about how beautiful it is to work with flowers and to have them in your home. With the finish line to bring young generations on our side to learn the Profession. This is at the moment important thing ever and that’s why we have also the Young Wild Guns from Fleurop to show this Passion.

For newer designers and younger designers working hard to make a name for themselves in the floral industry, what advice or words of wisdom would you give them?

B.Keep working on your education, never stop, be open minded, look around with open eyes, challenge yourself.

Final piece a floral wreath that shows a color wheel, construction high transparent paper colored with acrylic colors, you know what I mean. (-:
pjk-atelier.de, All Rights Reserved

As a world traveler, what is your favorite food, and if you could eat that food with anybody in the world, who would it be?

B. I love traveling and learning about new countries and their culture. Every country also has a food culture, sometimes better than others lol, but I love to try and be open mined in every country I visit. Often when there is a special moment I get a memory of a friend or something close and would love to have them there at that exact moment. But to be honest there is nobody I could pull out directly. There are so many amazing people in the world from artists over actors to musicians. To make a decision I would need a long big table, but how much fun could that be.

To inspire the world is to rock the world to its very core, and we can’t wait to see how Björn rocks the world. Floral.today looks forward to the extraordinary career Björn has ahead of him. We are waiting the day Björn Kroner makes it to the United States and takes it by storm. The next time we see Björn we will be more educated, centered and ready to face the world because of the impact he has had on us. Make sure to follow Björn’s journey on facebook and on his website! If ever given an opportunity to attend one of Björn’s demos or classes make sure to allow him the chance to inspire you just like all the other great designers of our time. We thank Björn for taking the time out of his schedule for floral.today and everything he has done to motivate floral.today and the floral industry to be better for ourselves and the future.

Till Next Week,

May 5, 2014 by Garrett

Feature Designer

Patience Pickner AIFD, PFCI, SDCF : Featured Designer

For those that have been graced by the charisma and innate ability to make anybody enjoy themselves, you know how awesome Patience Pickner AIFD, PFCI, SDCF is to be around. Along with her great personality she is a great teacher, presenter and overall designer. Patience has already started 2014 full on taking up the mantel of the new South Dakota Floral Association President, a current 2014 Mayesh Design Star Finalist, doing design presentation and classes and running 2 successful businesses.

Floral.today got the great pleasure of meeting Patience our very first AIFD Symposium in 2010. As the new kid on the scene Patience and Jenny Berlings AIFD, PFCI, AAF, SDCF made sure to make quick friends with floral.today and to this day are still great friends. We are more than excited to bring you Patience Pickner AIFD, PFCI, SDCF this week, so enjoy her interview and make sure to get to know this wonderful lady.

As the new South Dakota Floral Association President how excited are you for your term? What can you tell us about the South Dakota Floral Association for people that are non-members?

P. I’m very excited to be El Presidente, SDFA is an amazing organization with a rich history of lifting the local florists up through education, networking and family like advise and encouragement. I look forward to continuing that tradition. SDFA is in it’s 19th year, it was founded by several state florists who believed in the value of education. We have two conventions a year, regional hands on seminars, as well as we are definitely a family!

The Ladies Of The South Dakota Floral Association

As the owner of The Picket Fence and The Other Side of The Fence you have experienced many different aspects to the floral industry. How have you seen the industry change in the last 5-10 years and what do you see in the next 10-15 years?

P. It’s decidedly a tougher industry to make it to the top in, tougher than when I first purchased the store 17 years ago… it seemed like money flowed pretty readily… the drop shippers and mass marketers hadn’t yet gotten their piece of the pie. It’s a whole different ball game now. To be the best you have to educate yourself, you have to always be looking for the new trends and design styles. Our customers expect more, they have access to pinterest and all the websites and they are more educated, which is a good thing. We as florists need to WOW them with our artistry and degree of customer service, these are things that may not be able to get anywhere else but their local floral shop.

When it comes to staying active, you seem to have a hand in a lot of cookie jars. From the American Institute of Floral Design, to the South Dakota Floral Association and as far as a 2014 Mayesh Design Star Finalist, what are some of the most memorable or exciting of your experiences so far?

P. Wow, I’ve been a pretty lucky girl… so many experiences! What I really truly love is when I am doing a program and I can feel the connection between myself and the audience, or giving a class and I know what I am saying is going to help the attendees to be better florists and business people. I love this industry , I’m so passionate and paying it forward. Of course being inducted AIFD and PFCI was pretty darn amazing! I totally have to mention the whole Mayesh Design Star Finalists, being chosen and then the video shoot with Beth and Tony, we’ve got a pretty amazing industry, and I’ve been blessed to meet a lot of wonderful human beings! This year I was honored to asked to join the FITZ Design Team, what an amazing group of designers! Working with someone with the brain power and insight of Dan Fisher is pretty dang cool!

P. Right now I’m very excited about my website and blog florgasm.com, I am in the works with a wonderful friend of mine, Ace Berry TMF. We met in LA at a Teleflora presidents meeting and have been best friends since. We both are so passionate about flowers, education, lifting other floral artists up and really absolutely everything that has to do with the floral industry. The website is still in the planning stages, but check it out! If you are ever in need of a design program that will have people laughing, learning and enjoying every single second, give us a call!

Patience And Friends Enjoying A Adult Libation At The 2013 AIFD Symposium

Give us the scoop to being a 2014 Mayesh Design Star Finalist. What have you had to do so far and what does the whole competition required you to do?

P. Being a Mayesh finalist means that I and two other designs where flown to LA, where Mayesh is based out of. We each did 3 videos of our choosing, these videos are being released throughout the year and in November the total views for each of will be tallied. That along with a couple other criteria will decided the winner! Very exciting stuff, super honored to even be in the running….truly! So, youtube, then Patience Pickner, then watch my February Valentines video, May Wedding video, and August Repurpose video. I so appreciate all the support I’ve gotten!

Patience's Video Links!

May 2014 - Floral Perspective: Victorian Weddings with Patience Pickner AIFD, PFCI

https://www.youtube.com/watch?v=z7fa9hy-xJc

February 2014 - Floral Perspective: Valentine's Day Roses with Patience Pickner AIFD, PFCI

https://www.youtube.com/watch?v=SIBpTyKBzlA

Entry - Patience Pickner AIFD Mayesh Design Star entry 2014

https://www.youtube.com/watch?v=MpTjzJqEJy0

What are a few of your goals that you are working on checking off the list right now?

P. Goals… to really spread education opportunities in the state of South Dakota and surrounding states. To be a great spokesperson for our industry, to let consumers know that flowers are an important part of our lives. To continue to do stage programs, to encourage the younger generation to follow their passions where ever they may lead you. To promote FLORGASM and to just enjoy this beautiful gift God has given me. I truly LOVE what I do, I could not imagine doing anything else.

Ace Berry TMF and Patience – TEAM FLORGASM Being Florgasmic

With all the demonstrations and design shows you have been doing, what are a couple of your favorite so far and what do we have to look forward to this year or in 2015? If you could present on any topic, what would that topic be and why?

P. Baisch and Skinner has always been an exciting place to be, the showroom, product, owners and audience are amazing. Of course I love North American Wholesale Florist Inc, SHOUT OUT to my peeps! Every program I’ve ever done has been rewarding, it’s thrilling to make that connection, get that first laugh, see the “AHAA” on the faces of the audience.

P. One program I’m working on for Team Florgasm is how to be more profitable florist. I truly think that we as floral artists are afraid to charge for your artistry. We need to collectively move past that. There are so many ways to increase your profit from ordering correctly, to selling what you have, to design styles, containers that increase the bottom line, pricing, merchandising etc etc etc. I also adore talking about Commercial Designing Vs. Competition/Certification Designing.

If presented with the chance to take a class or get a one-on-one with anyone in the world, whom would it be with and what would you hope to get out of the experience?

P. I’ve truly been blessed, I’ve been lucky enough to take classes from and work with some of the most amazing designers. Having said that European design really intrigues me. I want to learn MORE! Also Ikebana draws me in. I don’t know who I’d choose, that’s a tough question. I guess anyone fun and passionate who wants to share their artistry with me!

Designing In The Sylvia Cup The Same Year Patience Was Inducted At SAF

Keep your eye out for this one people! It was great to have Patience take a second and show floral.today some love with all the things she has going on. Floral.today wishes Patience good luck in the 2014 Mayesh Design Star Competition and with the success of florgasm! As someone whom has been touched with the kindness and greatness of Patience, floral.today is telling you right now to always surround yourself with good people like Patience. Thanks you again Patience for all your doing for the industry.

Until next week,

May 1, 2014 by Garrett

Feature Designer

Candice Miller : Featured Designer

To start off this beautiful spring week we had the pleasure of getting to know a little about the lovely Candice Miller. Candice is the Illinois State Floral Association 2014 Land of Lincoln Cup winner and will be representing the ISFA at the 2014 National Designer of The Year Competition hosted by the National Alliance of Floral Associations.

Candice is an owner and designer at CM Cakes and Flowers, located in Dixon, Illinois. When she’s not doing anything floral, Candice loves to travel, watch movies and to coupon. Floral.today actually met Candice when we sat at the same table at the Illinois State Floral Association, where almost everyone won at least some award during the night. Candice won the 2014 Land of Lincoln Cup title when she created her Tropical Tree with mixed greens, red anthuriums, red ginger, red haliconia, orchids, burlap and sheet moss to the theme “Welcome to the Jungle”. It was a stand out piece that utilized texture, height and a fun creativity. Let’s get down to getting to know a little about Candice!

Where did you get your start in your floral career?

C. My floral career started as a middle school kid in 4-H. I took floral design as a 4-H project and have been hooked ever since. In high school I then took a horticulture class that sealed the deal on what I was going to do with my life. I went to Parkland College and the University of Illinois, taking floral deign classes along the way and received multiple degrees. Now in addition to a full time job in the hort industry, I run a freelance wedding and event design business.

Tell us every second of your 2014 Illinois State Land of Lincoln Cup experience, all the way to the announcement that you had won!

C. Well I decided to enter the Land Land competition just as a long shot. I thought it would be a great practice for testing for AIFD this summer. I came up with a plan to do a large tropical tree design and had my boyfriend help make a stand for my design. Then the day came and I just did the design I had envisioned in my head. I really wasn’t very nervous because, again, I was just doing it for practice. When I won, I was completely shocked, humbled, and excited! It was a great night.

Candice Standing By Her Winning Design and The 2014 Lincoln Cup

How are you preparing yourself for the National Designer of the Year Competition hosted by the National Alliance of Floral Associations?

C. So far nothing! PFDE testing is currently my focus for this summer in Chicago! So I’m receiving techniques and design styles and will be having some practice sessions soon.

Tell us about the grant you won at the Illinois State Floral Conference and what exciting experience you are looking forward to embarking on with the grant?

C. I won the William J. McKinley Education Grant this year which I will use towards PFDE testing this summer and attending symposium in Chicago! This will be my 6th year at symposium and I can’t wait.

If you had to select a favorite design style, what do you prefer personally to receive and to design for others?

C. I’m a big fan of monofloral designs. I would love to receive a vase of simple tulips every day. My favorite to design for others would probably be more of a garden, naturalistic style. I love to use unique florals and foliages with a lot of texture.

Who are some of your major influences and mentors that have helped shape your blooming floral career?

C. Well the first was my ag teacher in high school. She gave me the initial spark to get started in horticulture. Then in college I had two amazing instructors at both my schools. Trisha Locke AIFD and Dianne Noland both taught me so much and I still rely on them for help and guidance. Now that I’m a member of the Illinois State Floral Association, I’m also meeting a lot of other great designers that are becoming great mentors.

As a fresh fresh face to the Illinois State Floral Association and Floral Industry, what can we look forward to in the future from Candice Miller?

C. Well hopefully next year I’ll be lucky enough to be inducted into the AIFD! If not, I’ll keep practicing and trying and attending symposiums. I’m hoping to get more involved with the ISFA in the future as well and will continue to attend the spring conference. For now I’ll continue my freelance design business, but sometime in the future I would really love to open a shop!

Candice After Winning The 2014 Lincoln Cup

In your personal opinion where do you see the floral industry heading towards in the next 10-15 years?

C. In 10-15 years I hope that there is more consumer awareness of the floral industry. I think as florists, it’s our responsibility to educate people about the importance of buying local and we must emphasize the skill and expertise that we posses as florists.

If you were to be granted one wish for anything, what would and why?

C. I really can’t answer that one. I am very happy with my life, my love, my friends and family and really couldn’t wish for more than that.

Floral.today is excited for all the exciting things that are ahead of Candice and wish her luck on her PFDE this coming summer. It takes great confidence in yourself and your designing to make the decision to put yourself out there when it comes to testing and competing and we congratulate Candice on the success she has found with that confidence so far. We also wish her luck as she represents the Illinois Floral Association at the 2014 National Designer of the Year at Mackinac Island, MI hosted by the National Alliance of Floral Associations. Make sure to find this lady at symposium as she is our future.

Till next week,

April 28, 2014 by Garrett

Feature Designer

Tony Medlock AAF, AIFD, PFCI : Feature Designer

We have just the treat for all of our viewers. Over the next few months we will be bring you each of the 2014 Mayesh Design Stars. Floral.today is going to start off all the fun with our lone male finalist, Mr. Tony Medlock AAF, AIFD, PFCI out of Phenix, Arizona. Mr. Medlock will be releasing the 2014 Design Star Videos for this month (April), July and October. Full views count towards his final counts, so make sure to check out the link that we will have posted on the bottom of Mr. Medlock’s interview!

Tony is the owner of Pjs Flowers & Events, a brick and mortar florist in Phoenix, Arizona. Three of his hobbies when he’s not designing are hanging out with his grandkids, cooking and Disneyland. Tony made sure to tell floral.today “Goofy is the greatest dog in the world! Don’t tell my white German Shepard I said that! LOL”. Let’s learn a little more about this fun designer.

How many years have you been in the industry?

T. Bought the flower shop in November 96 and thought I would go get a “Real Job” after I took 6 months to figure out the flower business and make the shop profitable. LOL

After close to 20 years of owning and designing at PJ’s Flowers & Gifts, how have seen the industry changing the last 5-10 years and what do you see in the next 10-15 years?

T. The past 10 years have been a roller coaster! When the economy took a downturn half the flower shops closed. In Phoenix there were several Event Companies that came to Phoenix at that time, which had a great effect on the market.

T. I see the next 5-10 years being crucial for retail florists who will have to provide a higher caliber of design and understand you can’t be everything to everyone. Find what you like to do, or do well and put most of your marketing budget and focus towards that. That will continue to separate florist floral artistry from the mass market.

Give us a feel of what you have been up to so far as a 2014 Mayesh Design Star Finalist. What have you had to do so far and what does the whole competition required you to do? What do you hope to take away from this experience?

T. I went to LA and shot all 3 videos, April, July and October last fall. Then Mayesh asked me to do a presentation for the grand opening of the Oxnard location which opened in November. That is really all that I have done so far. In regards to the takeaway for me, just able to use some of the things or come up with their own twist on a trip and show it to others. Just want to raise the bar of creative floristry in the US.

When were you inducted into the American Institute of Floral Design? What advice do you have for designers preparing for the PFDE or thinking about the PFDE in the future?

T. I was inducted into the AIFD in 2000. I tell anyone that is preparing for PFDE they should contact an AIFD member and see if you can spend a day working with them. I have 3 florists that will be spending a date with me in the spring. Most importantly, just do what you do, don’t try a new design if you are not familiar with it. Show what you do.

As a business owner what are 3 qualities you look for in an employee or designer?

T. Art background: I don’t look for floral experience with a designer, but if someone has a background in any art form they usually will excel in floral design as well. A hard worker with passion, we certainly don’t do this to get rich, people with passion do well as floral artists. Flexibility: I have worked freelance for several companies and done design programs across the country. You have to be flexible.

What are a couple goals your working toward right now?

T. We are focusing more on weddings and special events. I love to spend time with my grandkids, so with any time off I spend it with them.

With so many outlets for designers in our industry what are some of your passions when it comes to the industry?

T. I’m very passionate about education, you never stop learning. I enjoy architecture and contemporary art. That’s what inspires me. When a stem of a flower bends in an unusual way I love that! I will create a design around and focusing that one stem that most people cut off and throw away.

If you could travel anywhere in the world, where would you go and what would you do?

T. Europe and study with all the European Master Designers.

Tony Medlocks 2014 Mayesh Design Star Video Dates
Remember you must watch the whole the video for your views to count towards his votes.

May 2014 Mayesh Design Star Video Pave' Techniques with Tony Medlock AIFD 
Tony Medlock AIFD 2014 May MDS Video

Watch for Tony’s July and October 2014 Mayesh Design Star Video’s

It was great meeting such an incredible person such as Tony, and we look forward to all that he has coming to the floral industry in the near future. Make sure to go check out Pave’ Techniques with Tony Medlock AIFD and show your support for him in his quest to be the 2014 Mayesh Design Star. Thank you Tony for such a great interview, and floral.today wishes you great luck in this competition. Make sure to stay tuned to floral.today on facebook and twitter as we will be bringing you more coverage of the 2014 Mayesh Design Star competition.

Till next time,

April 21, 2014 by Garrett

Feature Designer

Derek Woodruff AIFD, CFD, CF : Feature Designer

This week we caught up with Derek Woodruff AIFD, CFD, CF owner of Floral Underground and La Fleur Couture out of Traverse City, MI. Derek has brought us beautiful designs from state show stages, all the way to the 2013 AIFD Symposium stage; he is always pushing the envelope and bringing amazing floral productions. As one of the USA’s premier young designers, floral.today was excited when Derek agreed to a short interview. Here is what Derek had to say.

What are the names of you companies and give us a brief description of each?

D. Floral Underground: Wedding and event floral design, commercial and residential floral art installations. La Fleur Couture: A fresh take on performance art utilizing fresh flowers. I am an Independent Floral Designer that educates, competes, designs and entertains in the Floral Industry

What are 3 Non-floral hobbies or interests you enjoy?

D. Theater, Dance, and Fitness

Derek competing on LogoTV’s ‘The Arrangement’

What kick started you into the industry and how long have you been active so for in the floral industry?

D. My instructors at the Jackson Area Career Center really got me involved in the floral industry. They encouraged me to compete in a state level competition and to become a certified florist. From there, my career grew exponentially. I have been active in the floral industry for 14 years.

Congratulations on your recent Michigan Floral Association Designer of the Year and 2014 Bobbi Cup wins! How excited were you for each event?

D. I get quite nervous and excited while competing in live floral design competitions. It is ver exhilarating and they were both such wonderful events.

What other floral competitions will we be seeing you in this year and what do you do to prepare yourself for competition?

D. I hope to compete in the Sylvia Cup at the Society of American Florist’s national convention and I will also be competing in the National Association of Florists Association’s (NAFA) national design competition. When entering any competition, just keep a clear mind and budget my time appropriately while simultaneously trying to create a simple, striking design.

We also want to congratulate you on your engagement!

D. Thank you!!

What are some of the fun or difficult parts of planning a wedding as a professional floral designer that you have encountered?

D. I have learned over the years that the best way to avoid difficulties in planning weddings and events is to just stay focused on the floral aspect. I try not to get caught up in doing things that aren’t related to floral design and this has been a pretty successful plan of action thus far.

As someone who has a great relationship with the Michigan Floral Association, what advice or words of wisdom do you have for designers or businesses thinking about joining their state floral associations and being active?

D. I think that there is nothing better. Making strong connections to others in the industry is what makes partnerships strong. Floral designers are like a big family and whenever you need something, someone will be there. Also, you can never be TOO educated. It is important to continue you education whenever you can. Staying educated and well rounded will help keep you on top!

As a designer for Syndicate Sales what are some of your favorite products that you’ve designed with on your web show so far?

D. One word: ‘Stackables’. The first time that syndicate sent me ‘Stackables’ to work with, I didn’t even open the box. I had no idea what the product was or how to use it. But, as soon as I had the opportunity to use the product, it quickly became one of my favorites and I used in many of my shows, including the Las Vegas stage. Our episode featuring ‘Stackables’ even won a Telly Award!

How to Design the Perfect Sympathy Piece

How hard is it to run your own company and work for others all at the same time?

D. It can be quite challenging, but I find if I am only gone for a few days at a time, it is manageable.

Are there any fun and exciting projects that we should be keeping an eye on in the near future?

D. La Fleur Couture has some projects in the works. (La Fleur Couture is a performance troupe that utilizes fresh flowers and foliage as costumes, props, sets, make-up, fashion, etc.) We are putting on a show in Traverse City, MI this month that we are using as a submission to Art Prize!

Who have been some of the more interesting designers you have gotten to work with so far and whom are you looking forward to working with?

D. I have to say that my favs are industry vets: Jerome Raska, Robin Yelverton, J. Schwanke, Helen Miller and Jackie Burrell just to name a few! I always enjoy meeting new people and designing alongside others. I had the most fun in the workroom at the AIFD symposium! What a great bunch of people!!

In your personal opinion, where do you see the floral industry in the next 10-15 years?

D. I think the floral industry is on the cusp of a technological boom! Better get you iPad ready! If we don’t change to meet our new consumer’s needs, then we will be left in the dirt!

What are a couple goals that you are working toward right now and how important do you think it is to always have a list of goals?

D. My current goal is PFCI (Professional Floral Communicators International). I always like to have a goal in sight. Something to work on…. If I don’t, I get bored!

For all the amazing experiences you have gotten to partake in so far, what words of wisdom do you have for your fellow floral designers?

D. Find what you are good at and what you love to do and never stop doing it!

Floral.today wants to thank Derek for giving our readers some of his time out of his busy schedule. We also all want to congratulate Derek on his engagement and wish him good luck with all of his upcoming endeavors. Make sure to find Derek on Facebook and follow all the amazing things he’s up to.

April 14, 2014 by Garrett

Feature Designer, Industry Events

Master Designer Martin Groen Brings Beauty to the 2014 World Floral Expo

Martin Groen is a man of many hats, he is a Dutch champion, International demonstrator, international teacher and international judge. That would would easily tell us why him and his team of talented Dutch designers brought such amazing design to the 2014 World Floral Expo. We attended the thursday demonstration but Martin and his team did 3 days with three shows each day. Starting off on Wednesday with table designs & hand tied bouquets, then moving on to wedding bouquets and special events on Thursday, and finishing off Friday with easter/spring and business designs.

We were able to catch the noon show on thursday and it was amazing. Martin started the show creating a cascade bouquet of White standard Roses, Dianthus ‘Green Trick’, Fresh and Stripped Ivy, and then accented with threaded Green Hypericum, Wired Feathers, and Threaded Silver Leucadendron argenteum(silver tree) Foliage. Martin created a simple and quick hand-tied from a fresh Ivy collar, then Roses, and Dianthus and used the stripped ivy, feathers, threaded hypericum, and threaded silver tree to create the beautiful cascade. Simple, quick, impacting.

The Cascade Stars To Take Shape With The Addition Of The Wired Feathers.

A Beautiful Finished Design After The Application Of The Threaded Fresh Product And The Wired Feathers.

The second bouquet created by Jaap Wisse was a quick and simple crescent shape bouquet. Jaap’s bouquet consisted of a base of light blue hydrangeas, then an of white mini calla lilies and bear grass to create the small crescent shape. Then after the shape was established Jaap added white roses, white gypsophila, lavender static, and green hypericum. Once to this point he added wired foam pieces, feathers and a collar finish of wired foam strips and eucalyptus. Texture, speed and simplicity.

Jaap Starting With A Base Of Hydrangea And Creating The Crescent Shape With His Mini Callas.

Martin took the stage for the third bouquet to show you can take a simple bouquet and make it something special with a just as simple interesting detail. The bouquet consisted of extra long white mini calla lilies with 2 taped bind points. Martin then took a red ti lead, spliced it and used the ti leaf to cover his bind points. Once the Ti Leafs where secured he wrapped the Ti Leaf with a thin wired roping to finish it off. Simple, unique and clean.

Martin Preparing His Extra Long Mini Calla Lilies For His All Calla Lily Bouquet.

Martin Covering His Mechanics With Red Ti-Leaves.

The Finishing Touch Of Wired White Roping Being Added To Complete The Design.

The final bouquet of the demonstration was created by Jaap and it was to be a very clean, unique all around cascade bouquet. Jaap started building his bouquet into a pre-made wire collar with white hydrangea. Once his base was started with the white hydrangea he added in white roses, white gerber daisies and picked succulents to create a hand-tied bouquet. Once finished he added a touch of foam to the bouquet and then created his all around cascade with wired foam and fresh ivy. The wire collar kept the cascading elements from tangling or rest to close to the hand. Clean, quick, unique.

Jaap Starting With A Wire Collar And Then A White And Green Hand-Tied.

Fresh Ivy Was Then Added To The Collar To Start The All Around Cascade.

The Final Design Is Very Clean And Very Unique With The Final Addition Of The Cascading Ivy and Wired Foam.

That concludes our adventure to the 2014 World Floral Expo. We can’t wait to see what HPP Exhibitions has for us next year at the 2015 World Floral Expo! Thank you Martin and his team for a beautiful demonstration and all of you for reading about our adventure to this amazing expo. Make sure to keep watching here for all the exciting interviews and stories we have in store for you.

Fresh Arrangement Created By Martin And His Team

Fresh Arrangement Created By Martin And His Team

April 4, 2014 by Garrett

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