Sunlighting - Florida State Florists - Summer 2022

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S U M M E R

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FLORIDA FLORISTS


International

TO OUR PARTNERS AND UNDERWRITERS

Accent Decor AIFD AIFD Foundation Allure Farms Berkeley Florist Supply

FernTrust Inc. Field of Flowers Fitz Design

Gardens America

Rio Roses/Equiflor

Giftwares Co. Inc.

Rosaprima

Jet Fresh Flowers

Rose Lily

Knud Nielson Co.

Special Event Resource and Design Group

Floriology Institute

Kuhn Flowers Jacksonville

Floristcentric

Lion Ribbon

Syndicate Sales

Floristware

Napco

Teleflora

Flower Shop Network

Naranjo Roses

Chrysal USA

Flower Web by Tadzini

Oasis Floral Products

The Florist Federal Credit Union

Details Flowers

FTD

Orlando Wholesale

UCI Unlimited Containers, Inc

D-Kay Wholesale Florist, Inc

Full Pot of Flowers

Passion Growers

Zabo Plant

Galleria Farms

Pennock Floral

Bloomnet Botanica Carlstedts Orlando/ Flower General

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Fast Breaks Executive Entertainment

summer 2022 /

floridastatefloristsassociation.com

Sun Valley Floral Farms


PRESIDENT'S LETTER

THE FUTURE IS IN

IN THIS ISSUE

BLOOM

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ow has a year gone by already and at the same time has it only been a year. After the challenge of 2020 and 2021, we will continue to have this mixed feeling of emotion and confusion all at once. As we start to make the arduous trip to the next normal, we are met with anything but normal times. To say we are returning to any kind of normal is a stretch. What I can say is that all the events that I have had the pleasure to be involved in over the last couple of months, have had an air of excitement, a feeling of relief and confusion all at the same time as we see a return to in person with our floral family. As we all know the Gateway to the Americas Cup competition is a great experience for our convention. We cannot thank Deborah and Gus De La Flor (Momma and Poppa Florida state) enough for all their hard work and efforts to make this year another exciting competition. Over 14 countries are represented with 26 contestants participating.

Without the extraordinary team of board members who have helped to get convention 2022 ready and the volunteers to support FSFA international, we would not be where we are today. There are so many members that I do not have room to mention by name that have had a hand in making this year a success. Wont you please step up to help? Join us by becoming a board member, volunteer leader, or volunteer committee member. We need you to continue to make a difference. Save the date, July 28-30, for convention 2023, we have the venue signed, sealed, and ready to roll. Mid-season will bring the incredible opportunity for a grower to table event like no other. Stay tuned for more on this as we continue to finalize plans. Our 2023 Convention will be held in Jacksonville. The Hyatt Riverfront will be our location and we are so excited to see the plans continue to bloom. It is an honor to serve the members of FSFA International and the floral community. I look forward to seeing more of you joining in to help us be the difference we want to see in the state floral industry.

Your guide to the FSFA 2022 Annual Convention.

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Jackie Lacey AAF, AIFD, CFD, PFCI

Florist Spotlight Introducing Laura Dowling, former White House Chief Floral Designer.

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Commentary Corner Michael D. Smith recounts his experience with the FSFA International Mentorship Program.

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Featured Story The orist industry still feels the effects of the global pandemic of 2020.

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President - Florida State Florist's Association Director of Education and Industry Relations – Floriology/BloomNet

Convention Schedule

Competition Meet the competitors for the 2022 Gateway to the Americas Cup.

Florida State Florists Association //

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OFFICERS/DIRECTORS EXECUTIVE BOARD

S U M M E R

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PUBLISHER

April Ridge

PRESIDENT

TREASURER

Jackie Lacey

Andreia Muller

AAF AIFD CFD PFCI

AIFD CFD FSMD

EDITOR / ADVERTISING DIRECTOR

Robert Tucker CONTRIBUTING STAFF

PRESIDENT ELECT

SECRETARY

Jacob McCall

Jenna Sleeman

AAF AIFD CFD FSMD

AIFD CFD

VICE PRESIDENT

EXECUTIVE DIRECTOR

April Ridge

Robert Tucker

AIFD CFD FSMD

AIFD CFD CFEJ FSMD

Sean Sciortino Bridget Habetler Magdalena Perlowin ADVERTISING/EDITORIAL INQUERIES

PRODUCED BY

BOARD OF DIRECTORS Tim Ryan FSMD

sunlighting@fsfanow.com

Alejandro Figueira AIFD CFD

Ashley Brant

Michael Smith

Gale West

Victoria Register

FSMD

CFD FSMD FDI

Grower Representative

Angelyn Tipton AIFD CFD

akersmediagroup.com 352.787.4112

Sean Sciortino

Wholesaler Representative

CONTACT THE BOARD

executivedirector@fsfanow.com Kim Esworthy

Lottie McKinnon

Joyce Petty

Deborah De La Flor

AIFD CFD FSMD

Varito Vasquez AIFD CFD FSMD

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oridastate oristsassociation.com

Allied Trade Representative Teleflora

AIFD CFD PFCI Immediate Past President

Sunlighting Magazine, 2022. Published annually by the Florida State Florists Association. All editorial contents copyright 2022 by the Florida State Florists Association. All rights reserved. Nothing may be reprinted in whole or in part without written permission from the publisher. Publisher is not responsible for claims or contents of advertisements. The ideas and opinions contained in this publication do not necessarily re ect the thoughts or opinions of the Florida State Florists Association.


Photo courtesy of Tabitha McCausland O'Neill

Andie Muller, CFD, FSMD Lead Designer Certified Flower Designer Florida State Master Designer

Rambling Rose Florist Ronald Davis, Owner RamblingRoseFlorist@yahoo.com 771 Main St., Dunedin, FL 34698

www.eventsbytheflowerstudio.com

ramblingroseflorists.com

321-422-0823

727.470.9944

ANNUAL CONVENTION

2023

Save the Date SAVE THE DATE

July 28-30

@The Hyatt Riverfront Jacksonville, FL

Florida State Florists Association //

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CONVENTION SCHEDULE

F L O R I D A S TAT E F L O R I S T S ’ A S S O C I AT I O N & F S FA I N T E R N AT I O N A L P R E S E N T S

mbrace 2022 ANNUAL CONVENTION Hosting the “Gateway to the Americas Cup" An International Floral Design Competition

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2:00PM–4:30PM

Sponsored by BloomNet, Gardens America, FernTrust and Oasis Floral Products

T H U R S D A Y, J U LY 2 1 4:00PM–5:00PM

“Gateway” Competitors, Assistants and Judges rules meeting, questions and answers. Gateway Competitors MUST attend

6:00PM–10:00PM

“Gateway” Competitors and Judges Dinner

FSFA 2022 Designer Of The Year Competition

2:30PM–4:00PM

Viewing Gateway Cup

EVENING DINNER

Dinner On Your Own

6:00PM–7:00PM

Vendor Appreciation Presidential Suite

Suggestions: Disney Springs (make reservations in advance) or Evening Poolside

All Vendors and FSFA Board Members ONLY

F R I D A Y, J U LY 2 2 7:30AM–12:30PM

FSMD Testing & PFDE Mock Testing Hosted By AIFD Southern Chapter

S A T U R D A Y, J U LY 2 3 8:00AM–10:00PM

Sponsored by Carlstedt’s, FernTrust, and Oasis Floral Products

8:00AM–11:30AM

Bring your completed bridal bouquet to the convention registration desk.

Gateway Cup Competition

Task 1: FTD Table Scape Theme Embrace | An intimate celebration for two

Sponsored by FTD, Jet Fresh, Giftwares Co., Oasis Floral Products, and Knud Nielsen

9:00AM–11:00AM

Viewing Gateway Cup

10:00AM–5:00PM

Vendor Set Up Trade Fair/Expo

12:00PM–1:30PM

Lunch

12:00PM–1:00PM

FSFA Board Meeting Luncheon

Gateway Competitors ONLY

(Advanced registration required on the FSFA website)

8:00AM–11:00PM

8:30AM–10:00AM

Scholarship & Mentorship Interviews

Check registration desk for location

8:30AM–10:00AM

Viewing Gateway Cup

10:00AM–11:30AM

Main Stage Presentation Featuring Donald Yim AIFD Designing for Today s Market with a Modern Style Taking Retail to the Next Level"

Sponsored by BloomNet/Floriology, DK Wholesale, Knud Nielsen, Oasis Floral Products, Syndicate Sales and Accent Decor

Gateway Cup Competition

Task 2: FernTrust Cup Gateway | Fabulous Foliage design | Surprise Package | All foliage design Sponsored by FernTrust, Oasis Floral Products and UCI, Unlimited Containers, Inc.

Gateway Cup Competition Task 3: Details Flowers Bridal Bouquet

Sponsored by Details Flowers Software and Jet Fresh

FSFA Board Members ONLY

1:30PM–4:30PM

Ian Prosser Bridal Bouquet Competition

12:00PM–1:30PM

Luncheon & FSFA Annual Business Meeting


CONVENTION SCHEDULE

12:45PM–1:30PM

1:30PM–5:00PM

Guest Luncheon Speaker Featuring Kate Penn CEO Society of American Florist

Main Stage Presentation Featuring Randy Wooten AIFD PFCI

3:30PM–5:00PM

Viewing Gateway Cup

5:00PM–6:00PM

Partners Expo/Vendors Reception Hors d’oeuvre sponsored by BloomNation Cash Bar (in trade fair)

Main Stage The Gateway Presents: ”Let's Talk Competitions” Featuring Hitomi Gilliam AIFD, Ken Senter AIFD, and Jacob McCall AIFD

Sponsored by Gateway to the Americas Cup, Gardens America and Naranjo Roses

EVENING DINNER

10:00AM–11:30AM

Main Stage Presentation Featuring Jody McLeod AIFD CFD NCCPF

Task 4: Tele ora Sunshine Cup | Interpretive Design

Sponsored by FTD, Orlando Wholesale, Knud Nielsen, Oasis Floral Products, Syndicate Sales and Accent Decor

6:00PM–7:00PM

FSFA New Board Meeting

Gateway Cup Competition

Sponsored by Tele ora, Accent Decor, Kuhn Flowers, Knud Nielsen, Passion Growers, Galleria Farms, Zabo Plant, Rose Lily, Sun Valley Farms, Giftwares Co., and Oasis Floral Products

2:00PM–3:30PM

9:30AM–10:00AM

Dinner On Your Own

Suggestions: Disney Springs (make reservations in advance) or Evening Poolside

S U N D A Y, J U LY 2 4 8:00AM–9:30AM

Breakfast

8:30AM–12:00PM

Gateway Cup

Task 5: Floriology Floral Fashion Sponsored by BloomNet/Floriology, Kuhn Flowers, and Naranjo Roses

Board Members ONLY

Embracing the Principles and Elements

Sponsored by Tele ora, Floristcentric, Knud Nielsen, Oasis Floral Products, Syndicate Sales and Accent Decor

12:00PM–2:00PM

Lunch On Your Own

12:00PM–4:00PM

Vendor Breakdown of Partner’s Expo

2:30PM–4:00PM

Main Stage Presentation Featuring Laura Dowling

(former White House Florist) Sponsored by Jet Fresh, Knud Nielsen, Oasis Floral Products, Syndicate Sales and Accent Decor

4:00PM–5:00PM

Corsage & Boutonnière Bar

5:00PM–6:00PM

Cocktail Reception

6:00PM–9:00PM

FSFA International Presents "Embrace"

Sponsored by Fitz Design

Cash Bar | Ballroom Foyer

Presidential Gala & Awards Ceremony Dinner served

(formal attire recommended)

Winners of the Gateway to the America’s Cup, FSFA Designer of the Year, and the Ian Prosser Bridal Bouquet Competition announced


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FLORIST SPOTLIGHT

LAURA DOWLING S P O N S O R E D B Y: A I F D F O U N D AT I O N F L O R I D A F L O R I S T E N D O W E D F U N D aura Dowling began her career in communications strategy and public policy analysis in Washington, D.C. Her turning point came in 2000 when she went to Paris, and became enamored with the beauty of the French floral style. Laura frequently returned to Paris to study the uniquely beautiful style and pursued classes under the world-renowned French florist Christian Tortu. Working as a part-time florist out of her home, Laura was elected as the Chief White House Floral Designer in October, 2009. The application process involved an eight month national competition. After several rounds of cuts and interviews, Laura arrived at the White House with 2 other finalists under the cover of darkness. Starting at 6:00 a.m., the 3 were ushered into separate rooms and embarked on a 4 hour timed floral competition. Each were tasked with creating a

state dinner tableau, a large Blue Room centerpiece and an Oval Office arrangement. The competition culminated with an interview with former First Lady Michelle Obama. Shortly after the competition, Laura learned that she had been selected for the position of Chief Floral Designer. Laura worked in the Executive Residence, closely with the Ushers team, the First Lady’s East Wing staff, and the Social Secretary and Communications team. Planning and executing White

House events were always incredibly challenging. The annual White House Christmas installation was Laura’s favorite project. It was a year-round project and the most complex of all of the White House events. Her most memorable project involved inviting Gold Star family members to assist in creating Memorial Day wreaths, including making the wreath that the President lays at the Tomb of the Unknown Soldier. “I’ll never forget that day and the people I met whose loved ones sacrificed their lives in support of our country.”

"

" F O R M E , WO R K I N G AT T H E WHITE HOUSE AS CHIEF FLORAL DESIGNER WAS THE HONOR OF A LIFETIME, A PRIVILEGE AND A P O S I T I O N T H AT O N LY A F E W P E O P L E H A V E E V E R H E L D." — LAURA DOWLING

Florida State Florists Association //

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C O M M E N TA R Y C O R N E R

FLORAL PROGRAM MENTORSHIP S T O R Y: M I C H A E L D. S M I T H C F D, F D I , F S M D

was so excited be a recipient of a Mentorship from FSFA International with Bob Tucker AIFD, CFD. I had no clue how lucky I was or how amazing it would be. The opportunity came up for Bob to do a program for Emerald Coast Florist Association. Bob turned his program into my mentorship project. I was given vague guide lines that I would come to find challenging and exciting. I was to make 3 to 4 armatures out of everyday unconventional items. I went to the Dollar Store walking up and down the aisles picking items up and thinking what can I do with this? I filled up the cart with Q-tips, sponges and a few other items. Returning to my shop, my team thought I had lost my mind. The day came that Bob came to my shop. He worked with me and my team. They watched and were

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included in the design process leaving them excited and thinking outside the box. Although both of us created very different armatures, we both started with the same wire base. This opened the door to start the program by teaching the basic wire armature for the participants to take home and create their own designs. We took turns presenting bouquets and describing them and the process that we used to create them. With a little creativity you can make beautiful bouquet out of everyday items. This was truly a treat. My team is still exited, as they still talk about Bob’s visit on a regular basis. I encourage everyone to apply for a scholarship or mentorship. You will not regret it. Thank you FSFA International for this opportunity. It has truly made a difference in mine and my team’s life.


A I F D FO U N DAT I O N AWA R DS A G R A N T, U P TO $ 6, 5 0 0.0 0, TO T H E F LO R I DA STAT E F LO R I STS ’ A S S O C I AT I O N Funded by the Florida Florist Endowed Fund, the Grant underwrites the Convention Main Stage Design Presentation featuring former White House Florist Laura Dowling and provides up to four scholarships for FSFA members to add to their Lifetime of Learning during the 2022 FSFA Convention. Additionally, the Florida Florist Endowed Fund underwrote two Symposium Scholarships for professional floral designers to recently attend their first AIFD Symposium in Las Vegas!

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 SEPTEMBER 30, 2022 To Apply Visit aifdfoundation.org

TAKE A LOOK! AIFD FOUNDATION SYMPOSIUM SCHOLARSHIP Have you ever attended AIFD Symposium? If not, this opportunity may be for you. 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 2023 IN CHICAGO This scholarship will help you add to your “Lifetime of Learning” with an AIFD Symposium Premium Registration. 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 PFDE Preparatory Class. The AIFD Education Partners, noted on the application, fund class registration to further enhance this opportunity. SCHOLARSHIPS HELP INSPIRE NURTURING EDUCATION Would you like to take your career to the next level? The recipient of S.H.I.N.E. will experience continued education through a mentorship in a specialized floral industry concentration.


F E AT U R E D S T O R Y

THE PERFECT STORM 14

S T O R Y: S E A N S C I O R T I N O

sumer 20

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arch 20, 2020; In a video posted by The South China Post on YouTube, the world witnessed a tangible effect of the Covid 19 Pandemic. We watched helplessly, as the Holland floral market was forced to bulldoze 80% its product. For many of us in the industry it was a painful slap of reality. The world's largest flower market had just shut its doors for the first time in a hundred years. It was the reality check that we hoped would never come. The reaction was a visceral feeling of pain, worry, and panic. It was the first sign in our industry, that things may not be the same in two weeks. Today we are still feeling the effects of the pandemic in very real ways. Production of product is low. According to the New York Times, in the earliest days of the pandemic, entire crops in Ecuador, Columbia, and Africa were discarded. Uncertain of the future, farms did not plant new crops as they usually did. Some farms changed what they grew. The pandemic meant no weddings. So, some farms adjusted to selling flowers more in favor to the mass market. Employment at the farm level is the lowest it’s been in 7 years. Over the past two years, 247,417 jobs have been lost. There are now fewer people available to do even more work that they had before the pandemic. Transportation of any variety has become a complicated and expensive mess. At the onset of the pandemic, driving schools were closed. However, the natural attrition rate of people leaving the industry rolled

" "AMIDST THE D I V E R S I T Y, FLORISTS CONTINUE TO SHOW THEIR R E S I L I E N C Y, C R E A T I V I T Y, E D U C AT I O N , SKILL AND D E T E R M I N A T I O N."

on. As a result, truck drivers became a premium commodity. Suddenly, we didn’t have enough drivers to operate the routes necessary for optimum distribution. This resulted in routes being adjusted to less frequent stops, or in some cases being eliminated altogether. Added to this unfortunate situation is the ever-climbing price of fuel. Today the average cost of diesel is over $6.00 per gallon. The freight companies are not alone in their troubles. Consolidation companies in South

America are doing their best to get their product out of the country. However, there are now fewer international flights available. Those flights that are available are seeing less and less space available for flowers. This results in flowers sitting in coolers at airports waiting for space longer than they used to. The consolidation companies have turned to charter flights to get product exported in timely manner. The weather has not been cooperative. The past two years have seen heavier rains and colder temperatures in South America than previously seen in comparable seasons. California, which produces roughly 75% of U.S. grown floral has been assaulted by droughts and wildfires. The demand is exceedingly high. According to Floranext.com, there will be approximately 2.5 million weddings in 2022. Some of these are rescheduled from 2020-2021. These factors seem to have coalesced into the perfect storm we are feeling at the moment. Amidst the diversity, florists continue to show their resiliency, creativity, education, skill and determination. Today’s designer is not only satisfying their client’s needs but exceeding expectations. The old saying that necessity is the mother of all invention has never been truer. As in any other industry, the best improvisers have sound fundamentals and education. It's that foundation that allows people to adapt and overcome in any given situation. Fortunately, there are many opportunities for floral professionals of all levels to continue to improve their craft. Whether in person or web based, continuing education remains a viable staple to meeting the needs of today’s demand.

Florida State Florists Association /

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Co n g r a tu la ti o ns on th e 1 0 0 th A nn i v e r sa r y of

C o n gr a tu la t i on s o n t h e Congratulations on the Co ng ee T he d ati te th Co nFlor g rrhaa tu tui la la ti on oSt nssaon on th 100t th A n n ive r sa r y 1 0 0 t h A n n i v e r s ar y 101 Anniversary F lor is1 t0 s0 th AsAsnn o ci i va e rti saor yn of

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Flo ri da St ta te eFSFA F lobe rii involved d aa S aa te We are T soTh proud to with The Annual The he Flor d St te F lo ri s ts As so ci a t io lo ris ts Assoc ia t ion suchFan incredible organization! F lo rConvention i st s As s o ci a ti o n n

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Florida State Florists Association

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COMPETITION

GATEW AY TO THE AMERICAS CUP Meet the contestants of this year’s 2022 competition. he Gateway to the Americas International Floral Design Competition was founded in 1996 by Gus and Deborah De La Flor to promote the art of floral design, education, and camaraderie within the floral community in the Americas. After doing floral presentations and teaching in North, Central, and South America, Gus and Deborah fell in love with the beautiful floristry in these countries and knew they should do something to bring their love of the floral industry together.

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summer 2022 // oridastecmn.

The best and the brightest floral artists are selected for entry into this competition to represent their respective countries. The competition runs over three days of intense competition covering five different categories of design. All competitors must complete the design within a time frame. The competitors are judged on their extreme skill and creativity as well as all principles and elements of floral design. Gus and Deborah are extremely proud of all the great floral talents who have competed over the years in the Gateway Competition. Several winners have gone on to compete in the Interflora World Cup and have become icons in the floral industry.


ALEJANDRO FIGUEIRA

ALEJANDRO HERVER AGUILAR

ALINA NEACSA

VENEZUELA

MEXICO

ROMANIA

ANDREW STINSON

ANIKO KOVACS

BRENNA QUAN

U N I T E D S TAT E S

CANADA

CANADA

BRUNO DUARTE

FABIAN SALCEDO

FA R I D A K A L I M

CANADA

UNITED STATES

PA K I S TA N

IAN WHIPPLE

JENNA TEMPLE

JORGE URIBE

CHILE

UNITED STATES

COLOMBIA

Florida State Florists Association /

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COMPETITION

JUAN CARLOS SEMIDEY

KRISTINA RIMIENE

LEA ROMANOWSKI

VENEZUELA

LITHUANIA

CANADA

L U P I TA Q U I N TA N A

MONICA GARCIA

OLGA RAMIREZ

MEXICO

PERU

NICARAGUA

R AY R O D R I G U E Z

RUPALI SHETE

S A M A N T H A B AT E S

U N I T E D S TAT E S

INDIA/UNITED STATES

U N I T E D S TAT E S

SHARON IVEY

SUSANA MASSONE

SUSANA ORTEGA

U N I T E D S TAT E S

ARGENTINA

COLOMBIA

FRANC LUNA

VARITO VASQUEZ

GUATEMALA

COSTA RICA


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We’re a wire wire service. service. We’re We’re aa partnership. partnership. We’re more more than than a

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