Sunlighting - Florida State Florists - Summer 2024

FLORIDA FLORISTS

UNDERWRITERS

Accent Decor

Accent Entertainment

AIFD

AIFD Foundation

Aisling Payments

Allure Farms

Bloomnet

Botanica

Carlstedt's Wholesale

- Flower General

Chrysal USA

Danzinger

Details Flowers

D-Kay Wholesale

Florist, Inc

Equa or - Rio Roses

FernTrust Inc.

Field of Flowers

First and Main

Fitz Design

Floriology Institute

Floristcentric

Floristware

Flower Shop Network

Flower Web by Tadzini

FTD

Galleria Farms

Gardens America

Giftwares Co. Inc.

GLT Logistics

Jet Fresh Flowers

Kennicott Brothers

Tampa

Kings Wholesale Florist

Bradenton

Knud Nielson Co.

Kuhn Flowers

Jacksonville

Lovingly

Napco

Naranjo Roses

Oasis Floral Products

Orlando Wholesale

Passion Growers

Pennock Floral

Rio Roses/Equi or Rosaprima

Rose Lily

Sun Valley Floral Farms

Syndicate Sales

Tele ora

The Florist Federal Credit Union

UCI Unlimited Containers, Inc

FSFA INTERNATIONAL PAST, PRESENT AND FUTURE

n behalf of the board of directors and executive committee of FSFA International welcome to the annual convention Reflections “Past, Present and Future”! For over one hundred years this amazing organization have gathered annually to share their knowledge of floristry business and artistry. Throughout the years the convention has evolved from wholesale shows and small demonstrations in a board member’s home or retail shop to large scale exposition and main stage programing. We are excited to be back in beautiful Tampa, Florida! FSMD is BACK and in full force! This year we will induct our newest Florida State Master Designers at the presidential gala. Michelle Morgan AIFD and team have modernized the accreditation and process. I can’t express enough how proud I am of this advancement for our organization. FSMD was the first accreditation I achieved and was the steppingstone to my incredible journey as a floral artist. I want to thank our wonderful sponsors, vendors, presenters, and competitors for their contributions in making Reflections one of the floral industry’s most celebrated annual events. Without the flowers, the talent, the volunteers, the sponsors and vendors this event definitely would

not happen! THANK YOU! THANK YOU! THANK YOU! It is one of the greatest honors to serve as your president this year! I joined the board in the early 2000s under the amazing leadership of Winnie Cross, Lisa Metcalf and Jesica Parker. Extremely intimidated and excited when Russ Barley gave me a call and shared the news that I was elected as a director. Now fifteen years later I celebrate the mentors, the leadership and the family that is FSFA International. You are the cornerstone of my professional career, and I cannot thank you enough! I want to thank our executive directors Bob, Andie, Michael, Debbie, and Jackie for their

IN THIS ISSUE

06 // Fun Fact

There are many fascinating facts about owers that most people, even orists, may not know.

08 // Convention Schedule

Your guide to the FSFA 2024 Annual Convention.

Jacob McCall AIFD AAF PFCI FSMD CFD President - Florida State Florist's Association

OFFICERS / DIRECTORS

EXECUTIVE BOARD

PRESIDENT Jacob McCall

AAF AIFD CFD FSMD PFCI

PRESIDENT

AIFD CFD FDI FSMD

VICE PRESIDENT Ralph Giordano

AIFD CFD FSMD

TREASURER

Andreia Muller

AIFD CFD FSMD

BOARD OF DIRECTORS

Ashley Brant CFD

Jenna Sleeman AIFD CFD EMC

Joyce Petty AIFD CFD FSMD

Sam Noriega

Andrew Stinson AIFD CFD

SECRETARY

IMMEDIATE PAST

EXECUTIVE

AIFD CFD FSMD

April Ridge AIFD CFD FSMD

Delia

Sean

Victoria

Lottie McKinnon CFD Teleflora, Allied Trade

JUNE 6-8

lowers have been admired for centuries for their beauty and fragrance, but there are many fascinating facts about these colorful blooms that most people, even florists, may not know. From their historical significance to their scientific properties, flowers hold many secrets that make them even more intriguing.

One fun fact about flowers is that they have been used for medicinal purposes for thousands of years. For example, the ancient Egyptians used flowers such as lilies and roses for their healing properties. In fact, the rose has long been associated with love and healing due to its anti-inflammatory and antibacterial properties.

Another fascinating fact about flowers is that they communicate with each other. Flowers have evolved to attract pollinators such as bees, butterflies, and birds through their colors, shapes, and scents. Some flowers even mimic the scent of female insects to attract male pollinators. This intricate communication system between flowers and pollinators is essential for the survival of many plant species.

Flowers also have the ability to adapt to their surroundings. Some flowers, such as the lotus flower, can regulate their temperature to attract pollinators. The lotus flower can raise its temperature by up to 15 degrees

Celsius to attract bees and beetles for pollination. This remarkable adaptation showcases the resilience and intelligence of flowers.

One interesting fact about flowers is that certain types have the ability to change color depending on the soil they are planted in. For example, hydrangeas can be pink, blue, or purple depending on the acidity of the soil. This phenomenon is known as "ph-induced color change" and can be a fun fact to share with customers when discussing flower varieties.

Did you know that the world's largest flower is the Rafflesia Arnoldii, also known as the corpse flower? This gigantic flower can grow up to three feet in diameter and emit a foul odor similar to rotting flesh to attract flies for pollination. Despite its unpleasant smell, the corpse flower is a true marvel of nature and a testament to the diversity of the plant kingdom.

Overall, flowers are not just pretty decorations – they are complex and intriguing organisms with a rich history and hidden secrets. By delving into the fun and interesting facts about flowers, florists can deepen their appreciation for these natural wonders and enhance their craft. Next time you create a floral arrangement, remember the fascinating stories behind each bloom and share them with your customers to truly elevate the beauty of flowers.

elcome W

THURSDAY, JUNE 6, 2024

fSFA 2024 ANNUAL

5:00PM-6:00PM Board Meeting - Dinner After BOARD ROOM

FRIDAY, JUNE 7, 2024

7:30AM-1:00PM FSMD Testing RESTAURANT

12:00PM-5:00PM Partners Showcase Setup BALLROOM SEC D Free to all attending

1:30PM-3:00PM Business Seminar – Run A Better Business CLASSROOM A

Ralph Giordano AIFD & JP Varvarigos FSMD Fern Trust 2:00pm to 3:00pm Tablescape 3:00pm to 4:00pm Sunshine Cup 4:00pm to 5:00pm

2:00PM-5:00PM All Three – Designer of the Year RESTAURANT Free to all attending

3:30PM-5:00PM Hands-on Workshop – Body Flowers CLASSROOM B Sponsor: Fitz Design

6:00PM-8:00PM Opening Reception RESTAURANT Dinner on your Own

SATURDAY, JUNE 8, 2024

7:00AM-8:30AM FREE Workshop - Patience Pickner AIFD

Sponsor: Sunburst Farms, Alabama Smilax and Fitz Designs

FREE Workshop - Helen Miller AIFD

Sponsor: Kings Wholesale Florist

Fresh Product Sponsor: King's Wholesale Florist

9:00AM-10:00AM Stage Program - Ann Jordan AIFD

Sponsor: FTD

Fresh Product Sponsor: Floristcentric

10:00AM-12:00PM Partner's Showcase - with Live demos

12:00PM-1:30PM Business Luncheon - Elections

elcome ANNUAL CONVENTION to the

JOLENE POWELL AIFD CFD FSMD PFCI

315 W. Spotswood Trail, Elkton, VA 22827 floralexpressionswithjolene.com (540) 298-1771

LYNN LARY MCLEAN

ynn Lary McLean is a renowned name in the floral industry, with an impressive list of achievements and accolades to her credit. Her passion for flowers and dedication to the art of floral design have earned her a place among the most respected floral designers in the industry. She is a Past President of the American Institute of Floral Designers (AIFD), a member of the American Academy of Floriculture (AAF) and a former Chair of Professional Floral Communicators International (PFCI). As a Texas Master Florist (TMF), McLean served as President of Texas State Florists’ Association (TSFA) and of the Texas Floral Endowment and is currently an Emeritus Trustee. She has served as an AIFD Foundation Trustee for over three decades and was elected AIFD Foundation CEO in 2017.

Rose picture: Image courtesy of Equi or Home of Rio Roses

Born and raised in Texas, McLean developed an early interest in flowers. She was in the fourth grade, when her mother opened Lary’s Florist in Houston, Texas. Helping after school and on weekends expanded opportunities to what would later be a foundation for later success.

Higher education was of most importance to her parents and in 1972 she entered Texas A & M University. Three weeks into school, she met Mark McLean, and two years later, in 1974, they married. Mark was commissioned, upon graduation and thus Lynn found herself living in San Onofre, California where Mark served as a Marine Corps 1st Lieutenant at Camp Pendleton. During that time, Lynn completed a degree in History, with a teacher certification, at the University of San Diego. Her understanding of the educational process proved to be useful in the years to come as she worked closely with mentor Rocky Pollitz AIFD and presented programs as a Teleflora Education Specialist.

Around the time that Lary’s celebrated its 50th year, McLean retired, sold the business and moved to Frisco, to be close to her daughters, Georgeanne and Shauna, and their families.

Upon their return to Texas and her return to the family business in 1977, her talent soon caught the attention of the community, and she quickly gained a reputation as a skilled and creative florist. Lary’s built a second location in Friendswood, a suburb of Houston, which opened doors to creative success.

Years later, Lynn purchased the family business and expanded a small town florist to include full scale event and wedding planning and interior design services.

HER LIFELONG DEDICATION TO INDUSTRY ASSOCIATIONS CONTINUES TO PROVIDE EDUCATIONAL AND LEADERSHIP OPPORTUNITIES FOR OTHERS. AS TESTIMONY TO THIS DEDICATION, TSFA CHOSE TO HONOR LYNN, IN 2017, WITH THE HELP OF RIO ROSES. A NEW ROSE VARIETY WAS NAMED AFTER HER, TO BE FOREVER KNOWN AS THE LYNN ROSE

Her lifelong dedication to industry associations continues to provide educational and leadership opportunities for others. As testimony to this dedication, TSFA chose to honor Lynn, in 2017, with the help of Rio Roses. A new rose variety was named after her, to be forever known as the Lynn Rose.

Today, Lynn Lary McLean continues to inspire and influence the floral community through her work with TSFA and the AIFD Foundation.

In 2022, Lynn was awarded the prestigious Lifetime Achievement Award by FSFA International for her many years of service and dedication to the floral industry.

FUN FACT

LYNN IS AN AVID FAN OF COUNTRY AND WESTERN MUSIC. SHE LOVES KICKING UP HER HEELS TO THE "COTTON EYE JOE."

FOUNDATION AWARDS A GRANT, UP TO $7,550.00, TO THE FLORIDA STATE FLORISTS’ ASSOCIATION

Funded by the Florida Florist Endowed Fund, the Grant partially underwrites two Hands-on Design Workshops during the FSFA 2024 Convention.

ARE YOU A PROFESSIONAL FLORAL DESIGNER? DO YOU WISH TO ADD TO YOUR LIFETIME OF LEARNING?

The AIFD Foundation offers numerous scholarships providing countless opportunities for professional floral designers.

APPLICATION DEADLINE IS OCTOBER 15, 2024

Use the QR Code to View the 2025 Scholarship Applications

AIFD FOUNDATION SCHOLARSHIP TO ATTEND THE BENZ SCHOOL OF FLORAL DESIGN

The purpose of this scholarship is to support those, in need of financial assistance, with Registration Fees to attend classes at the Benz School of Floral Design at Texas A&M University or the Benz School of Floral Design in Korea.

A LIFETIME OF LEARNING SCHOLARSHIP TO ATTEND AIFD SYMPOSIUM 2025 IN PALM SPRINGS ARE YOU PLANNING TO ENROLL IN PFDE?

For those designers who plan to enroll in PFDE®, this Scholarship may offer funding to help you achieve your goal! This scholarship will add to your Lifetime of Learning with an AIFD® Symposium Premium Registration, to attend the AIFD® Symposium in Palm Springs, with no restriction regarding first time attendance. We are pleased to announce that this opportunity may also provide funds to be applied to PFDE® Enrollment, in the event you plan to enroll in this process in 2025!

A LIFETIME OF LEARNING SCHOLARSHIP TO ATTEND A VARIETY OF EDUCATIONAL OPPORTUNITIES

This selection of Lifetime of Learning Scholarships provides educational opportunities offered through state, regional and national organizations and institutions.

CERTIFIED FLORAL DESIGNER SCHOLARSHIP

If you are a Certified Floral Designer and are wanting to prepare for PFDE®, the CFD Scholarship provides up to $1,000 for approved expenses to attend a Preparatory Class. The AIFD® Education Partners, noted on the application, fund class registration to further enhance this opportunity.

S.H.I.N.E.

SCHOLARSHIPS HELP INSPIRE NURTURING EDUCATION

Would you like to take your career to the next level? The S.H.I.N.E. Scholarship Recipient will experience continued education through a mentorship in a specialized floral industry concentration. The selection of mentorships is noted on the AIFD Foundation website. It’s most definitely worth a look!

SYMPOSIUM SCHOLARSHIP

This scholarship, available for first time attendees, is up to $2,500 and provides an AIFD® Premium Registration, as well as optional registrations for Hands-on Workshops, Enhanced Sessions and World-class Experiences. The balance may be applied to approved travel expenses!

serving the florists of florida

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We’remorethanawireservice.We’reapartnership.

Territory Sales Manager Claudia Moore

Territory Sales Manager Denise Patchen

Regional Vice President Mike Valade

Teleflora Technologies Suzanne Gustavel

SUMMIT 2024 FSFA INTERNATIONAL MIDSEASON

STORY: ANDIE MULLER, AIFD

n Sunday, April 7th, florists and enthusiasts from across the Sunshine State converged in Tampa, Florida, for a day brimming with inspiration, education, and creativity at the FSFA International Mid-Season Summit 2023 at Kennicott – Tampa. Everyone was welcomed by branch manager Shannon Greenhalgh and the entire Kennicott team.

This gathering brought together esteemed floral designers and educators, including Ian Prosser AIFD, CFD, PFCI, Bob Tucker AIFD, CFD, FSMD, CEJ, Anna Dementieva AIFD, CFD, and Andie Muller AIFD, CFD, FSMD. From enlightening workshops on contracts and agreements to hands-on classes sponsored by Fitz Design, and culminating in a grand showcase of diverse tablescapes, this event showcased the artistry and adaptability inherent in our industry.

The morning program commenced with a focus on Contracts and Agreements, featuring a comprehensive workshop led by industry experts. Ian Prosser, Bob Tucker, Anna Dementieva, and Andie Muller shared invaluable insights, covering topics such as client communication, legal considerations, and best practices for successful collaborations. Attendees left equipped with practical knowledge and

actionable strategies to navigate client relationships with confidence and professionalism. The interactive nature of the session allowed for valuable contributions from the audience, enriching the collective learning experience.

Following the informative morning session, attendees had the chance to unleash their creativity in a hands-on class sponsored by Fitz Design. Guided by instructors, participants explored innovative design techniques and experimented with a variety of floral materials and accessories, focusing on Flowers to Wear. Lapel flowers, wristlets, and pocket squares took shape as each of the 55 participants embraced the opportunity to delve into this new realm of floral design. From contemporary to classic, the class ignited imagination and encouraged participants to push the boundaries of traditional floral artistry. Gratitude was extended to Fitz Design and Kennicott Tampa for their support in making this experience possible.

The grand finale of the FSFA International Mid-Season event was a captivating showcase of five distinct tablescapes, each reflecting a unique

KENNICOTT TAMPA

offered a spectrum of inspiration for attendees. Ian Prosser, Bob Tucker, Anna Dementieva, and Andie Muller wowed the audience with their creativity and attention to detail, leaving attendees eager to incorporate newfound ideas into their own projects.

After a day filled with networking, learning, sharing, and shopping at Kennicott Tampa, attendees departed with hearts brimming with inspiration and minds buzzing with new ideas. The event was a resounding success—a testament to the creativity, education, and sense of community within the floral industry. As florists return to their respective towns, they carry with them the invaluable knowledge, skills, and connections gained from this unforgettable experience, poised to elevate their craft and enchant clients

ANNA DEMENTIEVA

A COMMITMENT TO OUR FLORISTS

EMBRACING TRADITION, EMPOWERING INNOVATION

For generations, our iconic Mercury Man symbol has been rooted in the hearts of communities in flower shops. At FTD, our roots remain firmly planted while embracing innovation to help our local florists flourish. With best-in-class technology to help you manage your shop, the elimination of fees like reciprocity and countless resources to grow your business, we’re dedicated to showing you how we’re investing in your success.