Sunlighting - Florida State Florists - Summer 2025
FLORIDA FLORISTS
International
TO OUR PARTNERS AND UNDERWRITERS
Accent Decor
AIFD
AIFD Foundation
Aisling Payments
Bloomnation
Bloomnet
Botanica
Carlstedts Orlando
Chair 4 All Events
Chrysal USA
Continental Flowers
Danzinger
Details Flowers
Espirit Miami
Farms Connect
FernTrust Inc.
Fitz Design
Fleetr
Floral Design Institute
Floriology Institute
Floristcentric
Floristware
Flower Clique
Flower Shop Network
Flower Web by Tadzini
FTD
Fresca Farms
Full Pot of Flowers
Gardens America
Giftwares Co. Inc.
Jet Fresh Flowers
Kennicott Brothers Tampa
Kuhn Flowers Jacksonville
Naples Picasso Flowers
Oasis Floral Products
Orlando Wholesale
Rosaprima
Salters's Evergreens Supply
Syndicate Sales
Tele ora
Urntray LLC
STRONGER TOGETHER
CELEBRATING RESILIENCE, GROWTH, AND COMMUNITY AT FSFA INTERNATIONAL
ear FSFA International Members, It feels as though this year has flown by. Like many years, it has brought both challenges and triumphs. As we reflect on the past and look forward to the future, I want to extend my deepest gratitude to our dedicated board members. Their tireless commitment to serving our membership is unmatched, and their passion continues to inspire us all. Despite the many uncertainties we’ve faced—especially the devastating storms that caused widespread damage—we’ve shown the true strength of our community. We came together, supported one another, and demonstrated the resilience and unity that define the floral industry and FSFA International. Our mid-season event was a tremendous success, and one of the most meaningful parts was showcasing the
talent within our own membership. It was a joy to see some of our members take the stage for the very first time and shine so brightly. Now, as we gather here at Margaritaville, I am thrilled to reunite with my floral family and welcome new faces into our community. We've worked hard to ensure this convention is not only educational, but also filled with fun, relaxation, and meaningful connections. I hope you enjoy every moment. Watching your growth and accomplishments over the past year has been incredibly rewarding. As we move forward, let’s continue to support each other. We are stronger together than we could ever be alone. If you need anything during this convention—or at any time in the future—please don’t hesitate to reach out. Warm regards,
Michael D. Smith
AAF AIFD CFD FDI FSMD PFCI
Michael D. Smith AAF AIFD CFD FDI FSMD PFCI President - Florida State Florist's Association International
IN THIS ISSUE
06 // Florist Spotlight
Join Jolene Powell as she explores how manipulated foliage adds texture and air to oral designs.
10 // Convention
Schedule
Your guide to the FSFA 2025 Annual Convention.
14 // Featured Story
One conversation sparked FSFAI CARES—a memberled initiative offering aid in times of crisis.
20 // FSFA Scholarships
FSFA’s scholarship and mentorship programs empowering oral professionals.
OFFICERS / DIRECTORS
EXECUTIVE BOARD
PRESIDENT Michael Smith
AIFD CFD FDI FSMD
PRESIDENT ELECT
Ralph Giordano
AIFD CFD FSMD
VICE PRESIDENT JP Varvarigos FSMD
TREASURER
Andreia Muller
AIFD CFD FSMD
BOARD OF DIRECTORS
Ashley Brant CFD
Jolene Powell AIFD CFD FSMD
Joyce Petty AIFD CFD FSMD
Alejandro Figueira AIFD CFD PFCI
Michelle Morgan AIFD CFD
Gale West FSMD
SECRETARY Sam Noriega
IMMEDIATE PAST PRESIDENT
Jacob McCall
AAF AIFD CFD PFCI
EXECUTIVE DIRECTOR
Robert Tucker
AIFD CFD FSMD
ASSISTANT
EXECUTIVE DIRECTOR
Jackie Lacey
AAF AIFD CFD PFCI
JP Varvarigos FSMD EDITOR / ADVERTISING DIRECTOR
Robert Tucker CFD, CEJ, AIFD, FSMD
Delia Chen AIFD
Gale West FSMD
Jolene Powell AIFD PFCI
Deborah De La Flor AAF AIFD PFCI
April Ridge
AIFD CFD FSMD
Felica Goett FDI
Delia Chen AIFD CFD
Shannon Greenhaigh Kennicott Tampa
Victoria Hunter FernTrust Grower Repesentative
Lottie McKinnon CFD PFCI
Teleflora, Allied Trade
STORY: JOLENE POWELL, AIFD, FSMD, PFCI
hink of the art of bending, twisting, folding, and weaving foliage to bring texture, structure, and a little wow factor to your floral designs as foliage origami with a floral twist.
Commonly used foliage in leaf manipulation are aspidistra, lily grass, flax, ti leaves, hola, palm fronds, equisetum, and dracaena. These flexible favorites are basically the yoga instructors of the plant world—calm, bendy, and always up for a challenge.
Common techniques include braiding lily grass or palm leaves, creating birds with flax, rolling, cutting, or pleating aspidistra, or stitching bear grass like you’re sewing nature’s own fashion line. Must-have tools include scissors, floral knife, floral wire, bind wire, floral tape, glue dots or cold glue. Design Principles play a starring role. Balance keeps your design from looking like it’s had too much coffee. Emphasis or Dominance helps draw the eye -
MANIPULATIONLEAF "Glow-up"
THE USUAL SUSPECTS IN THE LEAF MANIPULATION LINEUP
ASPIDISTRA
LILY GRASS
FLAX
TI LEAVES
HOLA
PALM FRONDS
EQUISETUM
DRACAENA
usually to a bold, beautifully twisted Rosette made from an aspidistra leaf or a beautiful bird made from 2 hola leaves. Rhythm and Repetition are your choreography, letting the eye dance around the piece. Supporting Principles like Focal Area and Accent help the arrangement tell a story: where the party’s happening (focal) and who’s the life of it (accent).
Design Elements tie it all together—Line gives direction, Form adds structure, Texture invites touch, and Pattern gives
THINK OF IT AS FOLIAGE ORIGAMI WITH A FLORAL TWIST
it that Pinterest-worthy appeal.
Whether you’re going modern minimalist or wild and tropical, leaf manipulation brings elegance, movement, and a touch of magic. And for floral designers, it’s not just technique—it’s floral poetry with scissors and a floral knife.
Leaf Manipulation is a way for me to express my creativity and artistic flair, crafting one-of-a-kind designs that make each customer feel seen, celebrated, and totally wowed.
WTHURSDAY, JUNE 5, 2025
1:00PM-3:00PM Teleflora Hands-On Class* CONTINENTAL DRIFTER Bespoke Design: Elevate your Floral Artistry with Jody McLeod
Mainstage Presentation (Business Session) COMPASS BALLROOM Controlling your Expenses COGS with Ralph Giordano
FROM A PHONE CALL TO A LIFELINE
THE STORY OF FSFAI CARES
STORY: DEBORAH DE LA FLOR, AAF, AIFD, CFD, PFCI, PAST PRESIDENT FSFA INTERNATIONAL
SFA Cares all began with a phone call with Executive Director Bob Tucker, discussing the impact of "XYZ Cares" programs. It just struck a chord. I remember saying, "You know what? I care! We need FSFA CARES."
This inspired the idea for FSFA CARES, aimed at consolidating resources to support and offer a lifeline to our own members and friends when life threw them a curveball – a storm, a health crisis, anything that demanded immediate help”.
Treasurer Bill Bobulinski quickly sent the logo: FSFA CARES, symbolizing our commitment. His action was cherished, especially since his passing in November 2020, and I hope the logo remains unchanged in his honor.
A memorable moment occurred while discussing Kentucky's harsh weather with Bob. I remember saying, almost without thinking, "You know, giving someone a blanket is like giving them a hug. Even under a tree, with a blanket, you feel safe, protected, hugged." leading to "Project Blanket." This initiative raised funds for distributing new blankets in Kentucky, conveying care and solidarity, profoundly impacting lives.
FSFAI CARES emerged from our community's collaboration. I identified
the need, and Bob and Bill addressed it proactively. My hope, my deepest wish, is that FSFA CARES continues to be that lifeline, that source of immediate help for anyone in our FSFAI family who needs it. It's more than a foundation; it's a reflection of who we are as a community – caring, compassionate, and always ready to lend a hand or a blanket to those in need. It's a legacy of love, and I pray it endures.
In 2024, following hurricanes Helene and Milton, many people were left without homes, food, and power. The FSFAI Cares program raised over $10,400 in donations from members and vendor partners to assist affected individuals. These donations provided essential resources to those experiencing loss.
While FSFAI gathered donations, some members took additional action to help those in need.
Michele Morgan, Marty McCall, and Deborah De La Flor collected
truckloads of food and supplies for the survivors and victims of the hurricanes.
Past President Jacob McCall was significantly impacted by the hurricanes that struck his hometown of Perry, Florida, in Taylor County, one of the hardest-hit areas. Despite being affected himself, Jacob actively helped residents of his county, working daily to provide assistance.
The aftermath of hurricanes Helene and Milton serves as a powerful reminder of the resilience
and compassion within communities including the floral community of FSFAI. Through the collective efforts of FSFAI Cares, its members, and dedicated individuals, countless lives were touched by generosity and support. These actions showcase the profound impact of unity and humanity in times of crisis, highlighting the strength of people coming together to rebuild and heal. Let this story inspire continued kindness and action, ensuring that no one faces devastation alone.
Foundations of Comfort. Tools for Tribute.
Introducing the Summer 2025 Sympathy Collection — Solace Selections by OASIS® Floral Products. Thoughtfully curated to help you create meaningful, lasting tributes, this new line blends tradition with innovation through secure mechanics, versatile forms, and elegant finishes. From timeless sympathy shapes to modern presentation solutions, each product is designed to express emotion, honor memories, and bring comfort when words aren't enough. Look for new products online at oasisfloralproducts.com and coming soon to a wholesaler near you.
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.
FSFAI SCHOLARSHIP PROGRAM HISTORY
A LEGACY OF GROWTH AND OPPORTUNITY.
STORY: GALE WEST, FSMD, SCHOLARSHIP CHAIR
s a dedicated member of FSFAI for over 50 years, my involvement with the scholarship program has deepened over the past two decades. 2014 was a pivotal moment when I stepped into the role of Scholarship Chair. I had the distinct honor of presenting the inaugural FSFAI Jeanne Parsons Scholarship and launching the Mentorship Program, awarding its first three mentorships at the President’s Gala. The program's funding comes from donations, Toolbox Raffle, Silent Auction, and 50/50 Raffle.
The FSFAI Jeanne Parsons Scholarship was conceived to honor the enduring legacy of Jeanne Parsons, whose impact had been previously recognized annually since her passing in 1988 by three local floral associations in South Florida. Our scholarship program currently includes the FSFAI Jeanne Parsons Scholarship and the William "Bill” Bobulinski Memorial Scholarship. Established in 2021 following Mr. Bobulinski's passing, this scholarship pays homage to his commitment to the association. As treasurer, he
restructured the accounts to create the scholarship and education account dedicated exclusively to funding scholarships and mentorships.
The Mentorship Program, introduced in 2014, is now a permanent part of our program. Gus and Deborah De La Flor advocated for the inclusion of mentoring with their philosophy, "What better way to learn than working with your peers?" This principle remains at the core of the program. Professionals from Florida's floral industry have volunteered their time and expertise to support aspiring florists through this program. We aim to continue this aspect of our program.
The FSFAI Scholarship Program aims to offer educational opportunities to help members achieve their goals in the floral industry. My involvement in this program has been a significant experience in my floral career. During the presentations, I observed numerous individuals whose lives and careers have been positively impacted by the program. The feedback from scholarship and mentorship recipients provides ongoing motivation to
maintain and enhance the program. The organization is investing donated funds for long-term sustainability. This year's donation enables the FSFA Scholarship Program to continue supporting future floral professionals.
EDITORS
NOTE: JEANNE PARSONS IN WHOSE NAME A SCHOLARSHIP HAS BEEN ESTABLISHED, IS THE MOTHER OF FSFAI SCHOLARSHIP CHAIR GALE WEST FSMD.
GENEVIEVE SCHRADER
APRIL WILLIAMS
KASEY MOORE
CALTHLEEN LANIGAN
SHANNON TAPSCOTT
Blooming
SUCCESS
AN INTERVIEW WITH HEATHER LOCKWOOD, THE DESIGNER OF THE YEAR WINNER 2024
STORY: DELIA CHEN, AIFD
eather Lockwood's uniquely captivating floral arrangement distinguished her among a talented field, earning her the title of Designer of the Year 2024. We spoke with Heather about her inspiring journey and the vision behind her winning design.
Q: Congratulations on your win! What was the inspiration behind your winning arrangement?
A: For me, nature's contrasts are always captivating – the way soft elegance can exist alongside strong structure. My design process is very intuitive; I rarely plan everything out in advance. The arrangement really comes to life in the moment, guided by instinct and a sense of creative flow.
Q: What made you decide to enter this particular oral competition?
A: I felt a strong desire to push my creative boundaries and venture outside my comfort zone. I truly believe that growth often comes from embracing challenges. And on a personal level, it was about proving to myself that I could rise to the occasion.
Q: We understand you had a special presentation during the Mid-Season. How was that experience?
A: That was an incredible opportunity. Each design I created became a part of a larger story I was trying to tell. Like any artist, there are pieces you adore and others that become valuable lessons for future growth.
Q: How would you describe your style in oral design?
A: I find myself drawn to linear designs and have a real affinity for working with foliage. I'm constantly inspired by the natural growth patterns of plants, but I also love to introduce striking lines and a sense of movement that really captures the eye.
Q: What advice would you give to someone just starting out in oral design or competitions?
A: Be bold. Stay true to your unique style. And don't wait until you feel completely "ready" because that moment might never actually arrive. Just go for it and embrace the experience.
Heather’s talents, passion, dedication, and unique artistic vision have undoubtedly earned her this welldeserved victory. We look forward to witnessing her future contributions to the world of floral design!
