Sunlighting, Summer 2023

Accent Decor

AIFD

AIFD Foundation

Allure Farms

Berkeley Florist Supply

Bloomnet

Botanica

Carlstedt's Wholesale

- Flower General

Chrysal USA

Details Flowers

D-Kay Wholesale

Florist, Inc

Equa or - Rio Roses

Fast Breaks Executive

Entertainment

FernTrust Inc.

Field of Flowers

Fitz Design

Floriology Institute

TO OUR PARTNERS AND UNDERWRITERS

Floristcentric

Floristware

Flower Shop Network

Flower Web by Tadzini

FTD

Full Pot of Flowers

Galleria Farms

Gardens America

Giftwares Co. Inc.

Jet Fresh Flowers

Kennicott Brothers

Tampa

Kings Wholesale Florist

Bradenton

Knud Nielson Co.

Kuhn Flowers

Jacksonville

Lion Ribbon

Napco

Naranjo Roses

Oasis Floral Products

Orlando Wholesale

Passion Growers

Pearls by Davids Bridal

Pennock Floral

Rio Roses/Equi or Rosaprima

Rose Lily

Special Event Resource and Design Group

Sun Valley Floral Farms

Syndicate Sales

Tele ora

The Florist Federal Credit Union

International

FSFA INTERNATIONAL

SFA International Members, Vendors, and Friends, with most industry associations we immerse ourselves with having a strong desire to be with others that share the same interest. Knowing you can compare stories provides a welcome opportunity of understanding one only finds in a like mind.

Florida State Florist Association will celebrate its 102nd year and 101st convention this year. We chose the theme “Influence, Inspire and Ignite” because that is what it has taken to keep the association healthy with well over four hundred members strong today. Much of that success goes to the leadership of the dynamic duo of Bob Tucker AIFD and Deborah De La Flor AIFD and countless others that have given so tirelessly over the last six years.

At one time or another, most of us find it necessary to move on by stepping down. When we stay in one position of leadership year after year, we prevent someone else from having the opportunity to share their influence of new ways to grow, inspire others to join in or past members to return, or ignite a new and different fire in us all as we continue to feed the passion for flowers that we share. As I prepare to step down as President of the Florida State Florist Association International, I wanted to take a moment to reflect on my time here and assure you I am only stepping aside and not stepping away.

When I first joined the FSFAI board, I was immediately struck by

creativity and supporting artists of all levels. FSFAI is one of the first state associations to be accepted under the wing of the AIFD Foundation with the Florida Florist Fund. It is one of the largest funds of the foundation.

I am particularly proud of our work to support young artists. Through our scholarship and mentorship program, we have helped so many young people develop their artistic skills and pursue their dreams. The many mentorships offered to new and young floral artist are a great way for members to give back to an industry they love so much. Scholarships created to honor long time members or loved ones we have lost provide vital funds to further the careers of many new florists or provide continuing education to grow and keep floristry strong.

I am also proud of our work to promote diversity and inclusion in the arts. We have made a concerted effort to reach out to underrepresented communities and ensure that everyone can participate and continue to grow. As we saw the industry change during the pandemic, we looked for the opportunity in that challenge and

ahead with a talented and dedicated board in place. It would have been impossible to have done any of this without the constant support of the wholesalers, importers, and vendors of all types. Thank you from our roots to our top branches!

Enjoy every minute of convention, enjoy the comradery, support, and knowledge each person has to share. Embrace the influence each person can provide, inspire each other with every petal, and ignite a new fire with your passion. Together we are stronger.

Schedule

Your guide to the FSFA 2023 Annual Convention.

11 // Florist Spotlight

Introducing Kim

OFFICERS / DIRECTORS

EXECUTIVE BOARD

PRESIDENT

Jackie Lacey

AAF AIFD CFD PFCI

PRESIDENT ELECT

Jacob McCall

AAF AIFD CFD FSMD PFCI

VICE PRESIDENT

Michael Smith

AIFD CFD FDI FSMD

BOARD OF DIRECTORS

Ralph Giordano

AIFD CFD FSMD

Ashley Brant CFD

Gale West FSMD

Angelyn Tipton

AIFD CFD

Kim Esworthy FSMD

Danny Sanchez

TREASURER

Andreia Muller

AIFD CFD FSMD

SECRETARY

Jenna Sleeman

AIFD CFD

EXECUTIVE DIRECTOR

Robert Tucker

AIFD CFD CFEJ FSMD

April Ridge AIFD CFD FSMD

Michelle Morgan

AIFD CFD

Sean Sciortino Wholesaler Representative

Lottie McKinnon

Allied Trade RepresentativeTeleflora

Deborah De La Flor

AIFD CFD PFCI

Immediate Past President

PUBLISHER

Michael Smith

EDITOR / ADVERTISING DIRECTOR

Robert Tucker

CONTRIBUTING STAFF

Kim Esworthy

Victoria Register Hunter

Rachel King Berube

elcome ANNUAL CONVENTION

12:00PM-1:15PM FSFA Business Meeting and Lunch with Guest Speaker Renato Sogueco AAF, PFCI

Business Technology for Today

Sponsor: Bloomnet

1:15PM-2:45PM FSFA Sunshine Cup Competition

Sponsor: TeleFlora

1:15PM-2:45PM Vendor Challenge Participants Win Prizes

1:15PM-2:45PM Scholarship | Mentorship Interviews

3:00PM-4:00PM Main Stage Design Presentation | Paul Miller AIFD CFD PFCI

Sponsor: Esmeralda Farms

4:15PM-4:45PM Design Demo (Design Challenge International Competitors) Free to all Registrants

Reception

Presidents Gala Awards Dinner and Dance

SUNDAY, JULY 30, 2023

8:30AM-8:45AM

Meeting 2024

Stage Presentation | Derek Woodru AIFD PFCI

"Elevate and Understate" The Art of Pushing Everyday Design to the Next Level

Sponsor: Syndicate Sales

Stage Presentation - International Design Finale CONFERENCE CNT A

Sponsor: Bloomnet and AIFD Foundation Florist Fund

| Special Event Presentation

1 Business Seminar | Michelle Morgan AIFD

Sponsor: Kuhn Fowers - Jacksonville, FL

Stage Presentation | Hitomi Gilliam AIFD

Sponsor: TeleFlora

Challenge Award | Winner Presentation

KIM ESWORTHYFSMD

hen I first joined FSFA International, I do not think I understood what it was all about. And I didn’t know the impact it would have on my floral career! I work full-time as an executive assistant to a non-profit CEO, and floral design has been my second job since moving to Florida in 2016. I became a member of FSFAI after meeting Bob Tucker and others at a workshop event in Bradenton, Florida in 2018.

Since becoming a member: Achieved FSMD Accreditation - Florida State Master Designer

As we all pivoted during COVID, FSFA continued to support and encourage florists in new ways! The annual “Over the Top Bridal Bouquet was held virtually, and I placed fifth! –the only designer to place from Florida. Designer of the Year took place virtually, and I was able to compete with floral industry giants. Executive Director Bob Tucker and I had a conversation that developed into FSFA Tea Talks, where we would all meet virtually and discuss the

impact of COVID-19, and how to continue to thrive. As a result of relationships developed through FSFA, I met members of AIFD’s Southern Chapter, who created a fundraising virtual floral art exhibition event called “Phoenix Rising”. My Phoenix Rising project was featured in Naples Daily News in July of 2021

in June of 2022. This wedding was awarded honorable mention in Florist Review’s “Picture-Perfect Weddings” Contest. You cannot imagine what it felt like to see a photo of my work in an international magazine! Ian’s request for me to freelance for him in September of 2022 was a highlight, and although those events had to be postponed as SWFL was being ravaged by Hurricane Ian, Ian himself reached out to make sure I was okay in Naples, which was a kindness I will not forget.

Because of connections like these, opportunities like these, my little “side hustle” has continued to grow.

Through FSFA, I was awarded a mentorship with Ian Prosser AIFD PFCI. There are no words to describe all that I learned from this gracious and giving individual and his team, family & friends at Botanica International Design. The epic event that I had the opportunity to work on through the mentorship with him in March of 2022 gave me the confidence to create a magical floral-filled wedding

I’ve become a preferred vendor for the first time in my career, I’ve provided wedding florals at exclusive venues, and I even provided florals for an event that featured Goldie Hawn as the keynote speaker! Please accept my gratitude, for the people, for the opportunities, for the education, for the welcome, for the laughs & the tears, for the support & the cheers and for this wonderful community of Florida State Florists Association, International. You have changed my life, and helped my dreams come true.

FSFA INTERNATIONAL MAKES A DIFFERENCE SPOTLIGHT ON KIM ESWORTHY FSMD - BEACH HOUSE BLOOMS, NAPLES FL

challenge

esign Challenge International was introduced during the pandemic of 2021 to engage florists in what they loveFloral Design. Two years later, FSFA International brought back the challenge. This time, FSFA International brought back the challenge. This time, FSFA International called upon the support of Bloomnet and AIFD Foundation - Florida Florist Fund to help support the largest competition held to date. The Top 3 contenders would be brought to Jacksonville, Florida to compete in a live challenge to determine the winner. After all the entries were received, a panel of International Judges selected the Top 10 designs. These Top 10 went on to have their designs voted on by the world. The response was overwhelming. Over 2500 votes were cast from 23 countries encompassing 6 continents! After the world wide vote, FSFA International is proud to present the Top 3 Finalists.

TOP 3

Edana Yen lives in Petaling Jaya, Selangor, Malaysia. She has been in the floral industry for 7 years. Edana was formerly an athlete on the National Tenpin Bowling Team for Malaysia. Due to a health issue, Edana left the team and turned to something that she loved - Flowers! Edana saw Design Challenge International as an opportunity to showcase her work and at the same time to meet other like minded designers to learn even more! Edana is the owner of an online florist business - Yen Floresco. Edana was the the first winner of the original Design Challenge International.

Debra Sherwood

Debra Sherwood, a resident Oswego, New York, USA is an accredited member of AIFD and has been in the Industry for 29 years. Debra competed in the original Design Challenge International, but was excited to learn she placed in the Top 3. Debra was inspired to try a mixed media for this competition, a mix of floral and string art. She is inspired by sharp line, interesting foliage and vivid color. Debra is the owner of Maida's Floral Shop, Inc.

Anna Wawrzyniak

Anna Wawrzyniak, a master florist, is from the small village of Smardzewice, centrally located in Poland. She has been in the floral industry for 21 years. She is a graduate of horticulture from the Pozan Horticulture University and post graduate of floristry from the Warsaw University of Life Science. In 2022, Anna represented Poland in the Europa Cup Florist Championship. Her inspiration for her designs comes from nature. When Anna is not traveling for workshops, judging floral design, or teaching, she spends her time with her husband and two daughters, 10 and 15 years old. Despite her busy schedule juggling work and family, Anna still finds time to dance with a professional dancer in a dance school.

Florida State Florists Association // sunlighting

Brandy Ferrer

Faiber

Vargas Medina

Ganna Dementieva

Keith Stanley Lea Romanowski

Martha vAaron

Triinu Tapsi

Adrianna Duran Leon

TOP TOP TOP

Dylan Dunn

Elle Grande

Esmeralda Sherifi

Eulogio Baldonaza

Lesley Bolden

Marla Lucarelli

Patty Wallander

Shayai Lucero

Connie Isbill

Florida State Florists Association // sunlighting

De La Flor

Florist

& Gardens

10781 Stirling Rd, Cooper City, FL 33328 (954) 434-1717 delaflorgardens.com

C o n g r a t u l a t i o n s o n t h e

1 0 0 t h A n n i v e r s a r y

o f

T h e F l o r i d a S t a t e

F l o r i s t s A s s o c i a t i o n

We are so proud to be involved with such an incredible organization!

C o n g r a t u l a t i o n s o n t h e

1 0 0 t h A n n i v e r s a r y

e e n o f

T h e F l o r i d a S t a t e

summer 2023 // floridastatefloristsassociation.com

Deborah & Gus De La Flor De La Flor Florist & Gardens

Gus De La Flor AAF

Past President

Deborah De La Flor AIFD CFD PFC Past President

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SUMMIT 2023

"Ferntrust was blessed to not only be apart of this years FSFAI summit, but to be the farm host as well. We truly love being able to bring florists, wholesalers, educators, and floral lovers of all kinds to our operation. Bridging the gap between the growers and end users of our foliages is something we value greatly. Being able to share my passion for ferntrust and the foliage industry with others is something I will always appreciate."

— VICTORIA REGISTER HUNTER FernTrust, Inc. Director of Sales and Marketing

"King’s Wholesale Hands-On Show, lead by FSFA, was a great opportunity for florists to learn and get refreshed for the season! Florists learned new techniques and new trends. They were also refreshed by being alongside the FSFA community. Being linked with FSFA is a great way not just to continue your education, it’s also a great way to feel supported and encouraged by an amazing network of floral professionals! We at Kings, are proud to be a part of FSFA floral community and family."

— RACHEL KING BERUBE King’s Wholesale’s Marketing and Website Manager

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