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Garrett

Mother’s Day, It Is Here!

Where did Mother’s Day actually originate from, and where has it progressed from its start? What does the civil war have to do with a day involving mothers? What president finally declared Mother’s Day an actual holiday? Is this a holiday that is religiously involved? Though many think the Greeks had a sort of mothers day or the church’s Mother’s Sunday, the history of Mother’s Day has been very intriguing to say the least.

Where some say the Greeks had a festival in the fashion of Mother’s Day, history tells us this was more to worship a deity than to celebrate our mothers. However the UK’s Mother’s Sunday would be the equivalent of the US’s Mother’s Day, where the Mother’s Sunday is more of a religious past time being celebrated on the fourth Sunday of lent and also paying homage to the mother Mary.

The United States has had a very long journey of getting to the point of just celebrating our moms. Most people would never guess that a lovely lady by the name of Anna Jarvis was arguably one of the first people to call for a day to celebrate Mothers after her mother, Ann Jarvis’s passing in 1905. The initial start of women trying to start a day to celebrate mothers can be mapped back to 1870 to the 1900’s, trying to celebrate mothers for different causes not just because they are moms and amazing. From Ann Jarvis fighting to reunite families and create cleaner camps during the civil war to New York’s, Julia Ward Howe fighting for a “Mother’s Day of Peace” as an anti-war observation in 1872. So to those “Hallmark Holiday” hawkers, Mother’s Day got its roots from strong women fighting for some peace. It wasn’t until 1904 that the idea was even thought of to celebrate moms for all the great things they do for their families and to this day it is still a toss up between Frank E. Hering, Julia Ward Howe and Anna Jarvis to give the full credit of starting what we know of now as the modern Mother’s Day.

Even though West Virginia and many other states started celebrating Mothers Day in 1910, it wasn’t until May 9, 1914 that President Woodrow Wilson issued the proclamation that Mother’s Day was now an official national holiday to be celebrated on the second Sunday of May each year. Interesting enough though that originally American flags were to be flown on this day to honor mothers that had lost sons to war, but now flags are to be flown on this day in honor of all mothers. Do you have your American flag flying? What do you do out of the ordinary to honor your mother on this day?

The reason for the church saying they are responsible for Mother’s Day would have us taken back to Anna Jarvis in 1905 when she declared her mother’s funeral to be the start of Mother’s Day when she handed out 500 carnations, as they were her mother’s favorite and the day was to honor and remember her mother. That is why the carnation corsage is a traditional staple of the day, red for if your mother was alive and white if your mother has passed away, which has been credited to florists as starting the color representation. Anna Jarvis fought tooth and nail against the commercialization of the holiday she says she created in honoring her deceased mother and till the day she died she spent her fortune and every last second against the floral industry, jewelers, and greeting card companies. Anna found people to be to impersonal to their mothers with pre-printed greeting cards and gifts, and was quoted many times saying ‘she regretting ever celebrating the day’ many times before she passed away in 1948.

Of the three industries Anna fought against the most, the 2013 US Annual Sales in the jewelry industry were $2.90 billion, the floral industry was $2.66 billion and the greeting cards came in at $710 million, and this doesn’t include the numbers for taking mom out to a nice restaurant or the zoo or any other of the many things people do for their moms for Mother’s Day. The craziness is that the multiple statistics websites have Mother’s Day being a slight growth for florists and special trips (dinner, special attraction) and a slight decrease in jewelry sales. Are you getting your piece of the billions of dollars spent on this holiday? You can always check out your state floral association, floral magazines and groups such the Society of American Florists for any tips and tricks for a successful Mother’s Day.

Floral.today is all too familiar with the crazy people that walk into the door Mother’s Day week or gives you those ridiculous calls, so we’ve tried to find you some ways to snack a little better between arrangements, breathe between crazy phone calls, and hold yourself together till you are in your bubble bath with your champagne on Monday. Even though most people are going “I don’t have time after Mother’s Day to relax” you always have to remember that you are only given one body and if you don’t let it sit after putting it through the grinder you are just doing more damage in the long run.

Our Top 5 Easy Healthy Snacks

(Since we all know there is not going to time for breakfast, lunch or dinner)

1.) Dried Nuts With Fruit –

You are getting a boost of protein and depending on the nut and dried fruit, you are getting many other beneficial nutrients and vitamins throughout the day. You can find this in every grocery store known to man or make it yourself very easily so you can make it completely to your own taste and preference. We here at floral.today love dried cranberries, dried bananas with whole almonds with the skin, cashews, and pistachios all combined into a ziplock bag or travel cup.

2.) FRUIT! –

It may sound silly, but having bananas, apples, pears or any other type of fruit you can hold in one hand and walk around with easily is always going to be better than that double chocolate fudge turtle brownie. Being florists, you’re able to put most any fruit down that has skin or a peel and come back to it. Pears and apples are our favorites because you can set them down easily, take a bite every so often or cut it up before getting to work in the morning.

3.) Granola Bar –

These babies are packed with all kinds of yummy goodness that’s good for your body and can keep your energy level up. With the vast variety available, you can really pick and choose what your personal flavor is. When we are working on site or we know it’s going to be a crazy day, we always have Kashi® Chewy Granola Trail Mix Bar or the Kashi® Chewy Granola Peanut, Peanut Butter Bar. One has honey, oats, and fruit while the other has nut, oats and peanut butter. Like we said before, there are many different brands and types so you can get what you want.

4.) Cheese Sticks –

Again this comes in a package so you can set it down and come back to it very easily. These come in many different types of cheese and brands. We here at floral.today are still love the stringed cheese so we lean towards that more often, but paired with some fruit your getting all the nutrients from the fruit plus the calcium and other nutrients from the cheese.

5.) Snack Pack Sized Food –

This could be raisons, pretzels, apple sauce, or smaller bags of chips. The smaller sized portions help from over eating which can drag your energy down more than helping boost you through the rest of the day. I would avoid any chocolate drizzled or covered snacks so you aren’t just getting a huge serving of sugar.

There are many other options and many shops actually take time to eat lunch. Our suggestions aren’t for you to lose weight but help keep your energy levels up and keep you alert so you can keep going without hitting that late night wall too hard. We care about staying healthy and we hope you care about yourself as much. We will be having the occasional slice of pizza while we are designing over the next couple days but what will get us through the day is what we are putting in our mouth the majority of it.

Make sure that you take a second to breathe, we know it’s busy but for the customers that are asking for the world on a platter, or call just to hear themselves complain, make sure that you stop and gather yourself so you aren’t taking it out on your co-works, your customers or worse, yourself. You will not be able to please everybody and it is just crazy to think you can. I’m not saying take a 15 minute break or anything, but stop for a second, take 3-5 deep breaths, refocus yourself and be the very best you can be for the next person.

We will catch you up on our fun that we have at A Special Touch Florist next week, while we soak our feet. Floral.today wishes everybody great successes this Mother’s Day and prom season, make sure to keep us posted on all of your great designs, opportunities or other exciting news.

Till Next Week,

Sources:

Americanlibrary.com

Wholeliving.com

Wikipedia.com

IBISworld

National Retail Federation

May 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

Floral Companies, Industry Events

What Do You Think Of The 2014 Mayesh Design Star Finalists?

This year Mayesh Wholesale Florist shook up their Design Star Competition a bit by having 3 Finalists duke it out in for the 2015 Mayesh Design Star Title. The 2014 Finalists vying for the 2015 Mayesh Design Star Crown are Patience Pickner AIFD, PFCI, Beth O’Reilly AIFD, TMF, and last but not least Tony Medlock AAF, AIFD, PFCI. All three have seen great success and have been educating the industry for multiple years, so this is gearing up to be a tight race.

The name of the game is each designer is given three different months for which they have to produce an outstanding floral video featuring Mayesh Awesome Blossoms, OASIS® Floral Products/Floralife Products, and Syndicate Sales products and containing some fun design skills, educational value, and over-all great design. How they are judged is by how many views each of their videos get, which means you should watch the whole video through if you really want to vote and show your support, also make sure to like the video. Always share the designer’s videos on your social media and help them get those views to win.

Just for being finalists, the designers have already won a great prize. All of the finalists were flown out to Los Angeles for three days and two nights to film their three Design Star Videos along with a prize package worth $1000, full of goodies from Mayesh Wholesale Florist, OASIS® Floral, and Syndicate Sales. The grand prize winner will receive, along with the title of 2015 Mayesh Design Star, a Floral Industry Trip valued at $4000, A bio page on mayesh.com, and social media promotion. Sounds amazing, right? Make sure to go watch the videos and root for you favorite to win.

Ever designer is not the same in this industry ,so each 2014 Mayesh Design Star Finalist brings many different skills, knowledge, and experience to the playing field. So enjoy each of the designer’s videos and make sure to tell us on floral.today’s facebook what you thought of each video. Did it blow your mind or leave you lukewarm? Did you learn something new or did they leave you hungry for more?

Patience Pickner AIFD, PFCI - The Picket Fence & The Other Side Of The Fence
Chamberlain, South Dakota

Patience has already brought us the 2014 Mayesh Design Star February Video and we can look forward to her videos in May and August. Check back with us in May when we will be bringing you floral.today’s interview with the ever exuberant Patience Pickner AIFD, PFCI.

You can fall in love with Patience’s March Design Star Video.

Floral Perspective: Valentine’s Day Roses with Patience Pickner AIFD, PFCI

Here is also Patience’s submission that made her a finalist!

Patience Pickner AIFD, PFCI Mayesh Design Star Entry 2014

Beth O'Reilly AIFD, TMF - Freelance Designer & Product Developer
Austin, Texas

Beth brought us dipped in gold back in March and we will be seeing more of her in June and September. So watch out for our interview with the captivating Beth O’Reilly AIFD, TMF in June.

You can click on the link to be dipped in gold by Beth’s March Design Star Video.

Floral Perspective: Dipped in Gold with Beth O’Reilly AIFD

Check out the Beth’s submission to be a finalist!

Beth O’Reilly AIFD Designs a Living Picture for Mayesh Design Star 2014

Tony Medlock AAF, AIFD, PFCI - Pj's Flowers and Events
Phenix, Arizona

Floral.today got to catch up with Tony Medlock AAF, AIFD, PFCI this month in our Designer Feature area and it was wonderful getting to know Tony. Other than April, you can look out for Tony to be bring you the July and October Design Star Videos.

Let Tony teach you how to pave’ that foam away!

Floral Perspective: Pave´ Tricks With Tony Medlock AAF, AIFD, PFCI

Check out what Tony designed to become a finalist!

Tony Medlock – Mayesh Design Star

Floral.today wishes all the 2014 Mayesh Design Star Finalists good luck in the competition, and after as you are all stars to our industry. We hope you love them all, but at the very least make sure to support one of them to help them towards the goal of being the 2015 Mayesh Design Star. What would the Mayesh Design Star Competition be with out the great companies that support it? Nothing, so thank you to Mayesh Wholesale Florist, Syndicate Sales, and OASIS® Floral /Floralife for supporting these great designers and striving for a better future for our industry.

Until next week,

April 24, 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

Floral Companies, Industry Events

Michigan Floral Floral Association, A Leader To The Floral Industry

One of those states that you can always trust to give the floral industry a legendary designer will always be Michigan and one of the major reasons for that is the support of the Michigan Floral Association. From Jerome Raska AIFD, AAF, PFCI, CF to Alice Waterous AIFD, CFD, CF, PFCI Michigan has been producing one of a kind designers for years that not only amaze our industry with their skill, but also their knowledge. As members, they have extensive benefits and support to their well developed Certified Florist program. They also hold one of the largest state floral association shows in the country. Today we are going to go behind the scenes, and show you some of the useful benefits of being a member of the Michigan Floral Association.

Jerome Raska AIFD, AAF, PFCI, CAFA, CF Commentating The 2012 Designer of The Year Runoff

We start off with none other than the well known Great Lakes Floral Expo. The 2015 GLFE is being chaired by a good friend of floral.today, Brian Bak of Bakman Floral Design out of South Lyon, MI. Brian has all kinds of exciting things planned for the 2015 expo, but with of theme of “Floral Fantasy… Seek, Explore, Discover”, what else would you expect but something truly magical. You can expect great competitions, a plethora of vendors and not to mention the always amazing design presentations and classes. The wonderful decor team led by Marisa Lowing-Rakowski CF is already hard at work creating breath-taking floral design to make even the most seasoned designer excited! All the fun will be starting Saturday March 6th and will conclude on Sunday March 8th, 2015. Watch the Michigan Floral Association website and Facebook page while they release details.

Program Chair Of The 2015 Great Lakes Floral Expo Brian Bak And The 2015 Volunteer Chair Colleen Siembor

The Michigan Floral Association has two major membership options, Active and Associate memberships. Active memberships are for most established floral industry businesses, while the Associate memberships are made available for teachers, individuals, employees and students. All the membership dues vary depending on the type of membership chosen, and in the case of the Active membership, your dues are based off your business’s annual gross sales. Both of these offer member pricing on all MFA events, a subscription to the MFA Professional Florist Magazine. Only the Active memberships give you access the to a vote, all the MFA professional services and are able to hold an elective office seat.

Kathy Petz AAF, CF, PFCI, Colleen Siembor, Ron Thompson, and Debra Royal AIFD, CF taking a break after the Presidents Banquet. The Michigan Floral Association is a family always looking to make it bigger.

Other than the fantastic Great Lakes Floral Expo, the MFA also has a wide variety of member benefits that they offer. The Professional Florist Magazine brings you great seasonal design ideas, industry suppliers, educational awareness, and so much more. There are 10 major Professional Partnership and Business Service benefits that Active members are able to participate in. We will list them, but for extensive details of all the benefits please visit the Michigan Floral Association website.

The Michigan Floral Association Professional and Business Services:

Michigan Horticulture Industries Self Insured Workers’ Compensation Fund – This member-owned workers’ comp program has returned 15.2 million dollars to the members since it was started in 1993 and this also offers safety resources and loss control programs that are made just for the floral industry and floral companies.
Business, Personal lines of Insurance & Blue Cross/Blue Shield Health group plans – With so much confusion about insurance in the business and personal world right now, it is always good to know that you have availability to a plan that you can trust and with an available agent familiar to the MFA you know you will be taken care of properly.
Credit Card Processing Through Midwest Transaction Group – Contact the MFA office with all your questions about rates and fee’s for this service.
MFA SuperFleet Fueling and Vehicle Maintenance Program – With saving’s through Speedway and Marathon, you could be saving hundreds of dollars with the group volume cost savings through the MFA.
Arrive Alive^® Cut Flower Bouquet Hydration Wraps – As one of our favorite products on the market, you can save time and money not having to water tube those dozen roses or loose bouquets ever again. With hydration for close to 48 hours at a 90% water intake, why not use something such as this great Chrysal product.
TRANSPORTER 10^® Delivery Systems – Another great Chrysal product that floral.today has experienced and loves. With this great product you need not worry anymore about those packages falling over on delivery, with the stable foam that comes in multiple sizes you don’t have have to worry about size or weight at all.
Sandwich Boards / Changeable Sidewalk Signage – As one of the more popular ways of advertising daily offerings or to just capture attention, the SignTrax sandwich board is a great inexpensive way to get more eyes looking at you and your business.
Custom Printed Business Forms – This benefit is offered through Royal and they supply everything from demand style point-of-sales invoices to envelope imprinting.
Collection Services – Have a house account that just doesn’t feel like paying, well as a MFA active member you have access to I.C. Systems to help you with everything.
Business Consultants and Freelance Designers – Need assistants on a holiday, wedding or for business issues, the MFA has all kinds of experienced professionals at your disposal.

With the Michigan Floral Association you also have a voice when it comes to boards and committees, the MFA is always willing to accept any helping hands when they have spaces available. If you are just looking to start off with volunteering, you can also contact Colleen Siembor, GLFE Volunteer Chair, at cardwellflorist@aol.com with all your questions or interests. As a past student volunteer and Designer Liaison Chair, we know and understand the extreme gratifications of volunteering and supporting those that support you. Volunteering helps build industry connections and further strengthen the floral industry.

Garrett With Students From The Oakland Schools Technical Center Southeast

One of the greatest opportunities that the Michigan Floral Association also has to offer is the Certified Florist Program. This amazing program is sponsored by the National Alliance of Floral Associations and is also one of the 5 American Institute of Floral Design PFDE Pathways. The Michigan Floral Association has all the information for attaining the CF Manual, all other certification prep and registration information, along with the many outlets, such as community colleges, that can educate and prepare you for what the standards for being a Certified Florist on their website. Being a Certified Florist opens many opportunities for better pay, personal and industry recognition of your skills, along with the knowledge that comes along striving to be a Certified Florist and upholding the level of skill that is required. Personally being a Certified Florist, I have found that the doors have opened and my thirst for knowledge has only grown with the years.

In 2012 Garrett was honored by being awarded the 2012 MFA Young Person of The Year and also being pinned for his Certified Florist. Garrett is pictured with his first teacher Debra Gaunt AIFD, CF and first boss Brian Bak. Both are still great friends and are a large reason for Garrett’s continued success in the industry.

Floral.today has barley touched the iceberg of what the Michigan Floral Association is and what it can do for you. This wonderful association has been very good to floral.today, and we look forward to all the years to come. Make sure to go see all that they have to offer from scholarships to the Michigan Floral Foundation, always check the MFA social media and website for the most up to date information. Make sure to show your floral associations some love, no matter what state your in, as they are one of the greatest supporters that keep our industry running like a well oiled machine.

April 17, 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

Floral Companies, Industry Events

American Institute Of Floral Designers Events To Watch Out For

With the conclusion of the 3rd Annual South Central Region Design Form we wanted to make sure that you didn’t miss out on any of the great events the American Institute of Floral Designers and their awesome chapters have to offer for the rest of 2014 and those all ready planned for 2015! We have listed all these great events by chapter and then by date so you know what’s about to happen in your region.

American Institute of Floral Designers National Schedule:

July 1, 2014

2014 AIFD Professional Design Evaluation Session (PFDE)

Hilton Chicago

Chicago, IL

July 3-7, 2014

2014 AIFD National Symposium – “Transition Transformation”

Hilton Chicago

Chicago, IL

June 28th, 2015

2015 AIFD Professional Floral Design Evaluation Session (PFDE)

Sheraton Denver Downtown Hotel

1550 Court Place

Denver, CO 80202

June 30 – July 4, 2015

2015 AIFD National Symposium – “Journey”

Sheraton Denver Downtown Hotel

1550 Court Place

Denver, CO 80202

American Institute of Floral Designers 2014 Online Class Schedule

Course #1 – Introduction to Floral Design

Registration Deadlines: April 24th, July 17th, Oct 2, 2014

Course Dates: April 29 – May 13, July 22 – Aug 5, Oct 7 – Oct 22, 2014

Course #2 – Elements and Principles of Design

Registration Deadlines: April 24, July 17, Oct 2, 2014

Course Dates: April 29 – May13, July 22- Aug 5, Oct 7- Oct 21, 2014

Course #3 – Design Techniques and Applications

Registration Deadlines: April 24, July 17, Oct 2, 2014

Course Dates: April 29 – May13, July 22- Aug 5, Oct 7- Oct 21, 2014

Course #4 – Arrangements: Everyday and Sympathy

Registration Deadlines: May 22, Sept 4, 2014

Course Dates: May 27 – June 10, Sept 9 – Sept 23, 2014

Course #5 – Personal Flower: To Wear and Carry

Registration Deadlines: May 22, Sept 4, 2014

Course Dates: May 27 – June 10, Sept 9 – Sept 23, 2014

American Institute of Floral Designers North Central Chapter

September 19-21, 2014

Natures Creative Edge – “Suspension”

Fruitport, MI

Contact Alice Waterous AIFD, CFD, PFCI for more details awaterous@gmail.com

American Institute of Floral Designers Northwest Chapter

April 13-14, 2014

Reboot Your Creativity – featuring Tomas De Bruyne

City College of San Francisco

San Francisco, CA

Contact Emil Yanos AIFD at eyanos@aol.com or call at 415-648-7552 for registration information

American Institute of Floral Designers Northeast Chapter

Events complete for this year, will update as dates are released.

American Institute of Floral Designers South Central Chapter

October 26, 2014

AIFD’s South Central Region Design Forum – “In Loving Memory… Funeral Tributes for Today”

DWF Wholesale

Denver, CO

Contact Lisa Weddel AIFD at lweddingdesign@q.com or Sandi Yoshihara-Sniff AIFD at sniff6956@msn for more information and to register.

American Institute of Floral Designers Southern Chapter

April 10-12, 2015

2015 Spring Symposium – “Botanical Bliss”

Aloft Birmingham

Homewood, Alabama

American Institute of Floral Designers Southwest Chapter

Events complete for this year, will update as dates are released.

Anytime you have the opportunity to attend a class or volunteer in the floral industry is another opportunity for you to grow as a designer and strengthen the future of our industry. At the start of each month are are going to try our best to bring you events as we find them or have them sent to us starting in May. So if you have an event you want to spread feel free to contact floral.today at anytime.

If you have any questions about AIFD concerning memberships, classes, regional chapters, and activities go check out AIFD.com for all the up-to-date information.

April 10, 2014 by Garrett

Industry Events

3rd Annual AIFD South Central Region Design Forum Delivers Trend Design and Business Knowledge

Nothing is better than being able to educate yourself from any type of floral presentation, and all those that were lucky to be able to attend the 3rd Annual AIFD South Central Design Forum got two for the price of one this year at the Baisch and Skinner Linda Kay Center in St. Louis, MO. The design forum this year was titled “Wedding Magic” and was presented by renowned designer Jackie Lacey AIFD, CFD, PFCI, and he did not disappoint. The show was organized into a 2-part day, with Jackie presenting on how to be more business smart with your company and events. The second part of the day had a wonderful design focusing on a combination of trend forecasts. With the assistance of many different AIFD South Central members, he was able to complete four full tablescapes, with a plethora of bouquets in many different styles and technical levels.

American Institute of Floral Design National President John Kittinger AIFD, CFD Discussing First Time Symposium Attendee Opportunities.

Before we got to experience the wonderful Mr. Lacey, we were introduced to the present AIFD South Central board and an introduction to the current American Institute of Floral Design President, John Kittinger AIFD, CFD. This was followed by Mr. Kittinger being given an honor by the City of St. Louis, MO and the AIFD South Central Region in which we give Mr. Kittinger our congratulations.

American Institute of Floral Design National President John Kittinger AIFD, CFD Being Honored By The City Of St. Louis, MO

Once Jackie took the stage for the start of the business session, he was very kind as the current AIFD Membership Chairman to introduce the crowed to AIFD and the process of becoming AIFD. He gave great information on all the new changes which include new mentoring programs, the new tool list for the PFDE (Professional Floral Design Evaluation) which allows some portable music devices that do not feature cameras in the PFDE area, new scoring changes, and some tips to help while taking your PFDE. One of my favorite sayings during this part of the presentation was “You don’t get into the industry, the industry gets into you” and floral.today could not agree more. The other point he pushed to make sure was very clear was that AIFD is a family, when you join that family you gain the support of every other member and their knowledge.

floral.today with Fitz Sponsored Designer Jackie Lacey AIFD, CFD,PFCI

Jackie moved to the wedding portion of his business session by making sure we understood that weddings and special events are one in the same now, and asked who knew the average cost of a wedding in their area. We were taught to look at our chamber of commerce, and google for our averages, and then gave us some statistics to roll around in our head. One thing that I know a lot of people in the crowed didn’t know, including floral.today till the show, was that the wedding and event industry has been worth $40 billion dollars the last few years, the average budget is $20,000, and the average spent is $19,581, so brides and grooms are staying close to their budgets. He also noted that the average amount of money being budgeted for flowers is 8% to 10% of the overall budget, which he gave us first hand experience and suggestions for selling up to with a margin of 8% to 15%.

We then moved on to practices in my opinion of strengthening your business as a whole, not just in events and he advised goal setting, always having a physical plus a digital business plan to always reference and follow a to-do list. Some of the great advice that had to do with the goal setting, was goals keep you on track, give you direction on what you should be striving for and they need to be specific goals that are written down so they are concrete, detailed so you know exactly what it is you want to achieve, and tangible so you can achieve said goals. Not only should the owner be setting goals, but so should designers, since without goals you can never grow and if you’re not growing then you’re becoming obsolete. Another great point Jackie made was that without a business plan, how do you know what your averages are or your actual sales are? When you have a business plan physically at hand close to your workspace or computer you can always see it and reference it. When your business plan is on your computer, same as the physical, it is always available and visible so there can be no leaving the path you set yourself and your business on. To-do lists are what keeps you organized day-to-day. The to-do list is what will keep your day to day activities in a feasible list so what ever wasn’t checked off today will be checked off tomorrow first thing and you can always know what was done and never have to question if and when something was completed. Two questions we liked and stuck with us the most were “Why should a bride or event planner use you and your business to make a brides dreams come true?” and “What do you and your business do best?”

A great focus of the business session leaned toward consultations and selling which we found very fascinating. Not being an event business, we were pleasantly surprised how some of the business practices Jackie uses in his consultations and sales applied perfectly to almost any type of company. Some that we liked the most were to educate yourself on the proper names and terms, sell style and design not the list of flowers in the arrangement, lead and direct your consultation, you are the expert and where you confidently lead them, they will usually follow. What we took away was to always be realistic about the cost of everything, never ballpark because this where you loose money or words get crossed, be educated and confident so you can educate and make sure that whomever you are consulting knows you are the expert and you are going to make everything work perfectly, know the traffic to your site and always have it very clearly stated what it is that you do since 60% of consumers will visit your website before ever taking a step into your door and be the interest that sells your company 100% of the time by wearing flowers, always having your business cards on hand and being confident along with educated in every situation.

South Central AIFD Region Vice President Frankie Peltiere’ AIFD, CFD introducing Sandi Yoshihara-Sniff AIFD, CFD Whom Will Be Hosting The 2014 AIFD South Central Region Design Forum ‘In Loving Memory’ October 26th, 2014 Located iI Denver, CO During The Lunch Break

We then took a brief lunch that gave us time to peruse all the interesting hard-goods available at Baisch and Skinner St. Louis, MO and also meet the wonderful owners Mr. and Mrs. Greene of Jet Ram Inc., whom for the past 30 years have provided the industry with all their floral shipping materials. We also go to take the time and enter into some of the amazing raffle prizes that the AIFD South Central had available. This years offerings were an Autographed Rene Van Rems ‘Rene’s Bouquets for Brides’ Hardcover book, three ‘The Knot Book of Wedding Flowers’, A very large selection of Fitz Design goodies, a selection of Milton Adler goodies, two Registrations to the October 26th 2014 AIFD South Central Design Forum in Denver, CO, two NeatReceipts Portable Scanners, and one Registration to the 2014 AIFD National Symposium ‘Transition Transformation’ in Chicago,Il. It was a great selection of prizes and floral.today ended up winning the Autographed Rene Van Rems ‘Rene’s Bouquets for Brides’ Book and one of The Knot Book of Wedding Flowers!

Mr and Mrs. Greene Owners Of Jet Ram Inc. Along With Some Of Their Floral Shipping Products

Once everyone was well fed and returned to their seats the design portion of the day began. Jackie being the super busy man that he had sent sketches and concepts to the Forum days before and had them interpreted and designed by AIFD South Central professional designers. The tables where designed to the 4 trend forecasts Aqua Culture, Expressive Confetti, Romantic Revival, and our personal favorite Natures Couture. Before the designs started getting brought out Jackie took a second to educate us about Fades versus trends and that difference being fads only last 2 to 4 years where a trend will last 4 year and more.

Jackie stared with the assemble of the Aqua Culture Table done in blues, yellows, sand colors, green, ivory, gold and bronze. This table was to give the initial feel of small worlds living underwater in smaller glassware and then the large piece were added to create a more grand design. Aqua Culture is is a reflection of all things water so you can find nautical, beach, submerged, and any other water themed design working into this trend and this trend usually a crowd favorite, as most people have calming thoughts or memories when it comes to water. This trend also utilizes a lot of clear glassware so you can express the design better with the water elements. The bouquets were an interesting mixture of different styled cascades and hand-tied bouquets, some being very simple and an enhanced traditional to the more unique design such as one of our favorites that was a simple Accent Decor willow orb with cascading yellow cybidiums blooms threaded together and long stands of string-of-pearl succulent plant. This bouquet was very simple but had great impact and was interestingly unique. This table was designed by Marisa Guerrero AIFD, CFD of El Paso TX, and Bradley Shane Cranford AIFD, CFD of Little Rock, AR.

The second trend brought out was Expressive Confetti, which gave us a bright burst of very strong colors such as pink, orange, yellow, turquoise and bright green. This trend is what you’re finding the new Generation Y falling in love with. With Expressive Confetti you can have more free form design styles, and the more creative you are with it usually gets better responses. The bouquets that were designed with this table introduced the arm bouquet back into the arena where hand-tied has been dominating the last few years. The bouquets to this trend also had the more traditional hand-tied, but with bright colors and sparkly eye catching accents to spice it up. For this set one of our favored bouquets used a simple technique and achieved a huge impact with a small amount of materials. It had a beautiful pink long structure of 8-10 midelino sticks bound and woven in different directions with a simple addition of 4 pink anthurium, 3-4 pin-cushion protea and what I believe was 2-3 teddy bear sunflowers. Very simple, but absolutely gorgeous. This great display was the work of incoming President Elect Eva Riter AIFD, CFD, OaCF of Bartlesville, OK and Lee Martin AIFD, CFD of St. Peters, MO.

Our third treat was to the trend Romantic Revival where you’ll find you more vintage, lush, garden, and opulent designs. With this trend you’ll see more pastels, carnival glass, pearls, lace and simpler pieces grouped together. With their table-scape they captured a lovely garden essence with a couple different mercery glass compote bowls and additional tall mercury and silver containers. Of all the bouquets this is where you seem to find the most detailed brooches and fresh floral bouquets in many different styles from traditional cascades to cone shapes to composite cascades. One of my two absolute favorites of the whole show came from this group of designs and I fell in love with its detail. The designer made a composite of lush dark purple gladiola petals, collared with dusty miller and with a simple lily grass cascade and then add a beautiful Victorian brooch to the center of the compost and finished the lily grass of with some amazing large Fitz gems threaded onto the grass. The creators of this beautiful collection were belonged to Marie Ackerman AIFD, CFD, PFCI, AAF of Oklahoma City, OK, Lisa Weddel AIFD, CFD of Highlands Ranch, CO and Barb Terry also of Highlands Ranch, CO.

Our last and final adventure led us to the final trend, Nature’s Couture. We here at floral.today must say that this is one of our favorite trends right now because of our love for woodsy, outdoor inspired design with a rustic touch. With Nature’s Couture, they took us to a very shiny and forward natural table-scape with white manzanita tree branches, lots of greens with the succulents, grasses and greenery,whites with the dendrobiums, lilies, hydrangea, manzanita branches, hyacinths, and roses, and a touch of light peach roses. The interesting accenting colors came from the silver dusty miller, the gunmetal muslin ribbon, silver and gold assorted Fitz Design Leafs, the large assortment of Fitz gems and the light touches of Ivory ribbon. My number one design and bouquet of the whole show was the hand wired succulent bouquet. The skill and simplicity was amazing with this bouquet as you had around 20 assorted sizes and colors of succulents all individually wired and taped, along with wired and taped string of pearls and equisetum there was skill there that not many appreciate. This was a round bouquet shape of succulents that had a slight cascade with the string of pearl strands and then a side accent of bent and shadowing equisetum for detail over the succulents. The collar consisted of dianthus ‘Green Triq’ to cover the taped wire mechanics and the 3 variegated aspidistra leaves for balance and line with a finish of salal leaves to cover the rest. So clean and fun but sophisticated and great technical value. Nature’s Couture came from the designs talents of Suzie Kostick AIFD, CFD, PFCI, MCF of Rio Rancho, NM, Sandi Yoshihara-Sniff AIFD,CFD, AAF, CPF of Lafayette, CO and Ken Senter AIFD, CFD from Houston, TX.

Floral.today wants to thank all of the time and effort put into this great educational opportunity by the American Institute of Floral Design South Central Chapter and all the amazing designs and helpers who donated all their time and effort. It takes a village and what a village they have. Some of the other incredible vendors we want to make sure to thank are Connie Duglin Linens for the beautiful linens, Fitz Designs, Inc for all the amazing product and bringing the fabulous Jackie Lacey AIFD, CFD, PFCI to us, Baisch and Skinner for the use of their Linda Kay Learning Center, Accent Decor for their great containers, Acolyte and all the fun lights they provided and Milton Adler for all their supplies and products. It was a fun day of learning and growing whether you learned a little or a lot, there was plenty to take away from this wonderful experience. AIFD is at the forefront of education and keeping the future of the floral industry strong for many years to come. Make sure to take the time to thank all those involved and all the companies that made this event possible because it is them believing in you and the future of this industry that makes it able for us to attend these educational ventures and grow to be better people and designers.

April 7, 2014 by Garrett

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