Sunlighting Florida Florists Winter 2019

Page 1


2 0 1 9



AIFD AIFD Foundation B & D Supply Badash Crystals, Inc Bloomnet Carlsteads LLC Chrysal USA Designer Cut Flowers Details Flowers Direct Floral Greens DV Flora Everlasting Flowers

Fern and Foliage Direct Fern Trust Flora and More Floriology Institute Florist Review Flower Shop Network Flowers Central FTD Gardens America Hilverda De Boer USA Keepsake Floral Lion Ribbon

MCG Calculations Napco Orlando Wholesale Pennock Floral Reliant Ribbon SAF Smithers - Oasis Syndicate Sales Teleflora The Floral Greens Farmers of America World Flower Council



Another year is beginning. I can’t believe it! There are so many things to look forward to this year. First, we’ve moved the Designer of the Year competition to the Midseason Convention. I am thrilled with the lineup of outstanding competitors who have signed up; their work on its own would be well worth the cost of registration. Of course the other programs look amazing, too. And with a wedding focus at a new venue, the annual convention will be a totally different experience than past years. But no matter how great the programs are, my favorite parts of every Florida State event are reuniting with all my old floral friends and meeting new ones. Hearing the collaboration of ideas on marketing, human resources, shop management, design and troubleshooting—alongside all the crazy shop stories—as we sit and visit between sessions or at the hotel is absolutely my favorite part of every reunion. It is encouraging to know that no matter how our shops are doing, we are not alone. We have friends in this industry whom we can ask hard or easy questions, call for a word of encouragement, or tell “the funniest thing happened today” story that only a fellow florist will understand. I’m praying you all have an amazing year of growth, both professionally and personally. Happy new year!

6 // Highlights from the 2018 Convention

9 // Living Coral

Pantone’s 2019 Color of the Year.

10 // First Time Attendee


Christi Brown, FSMD President, Florida State Florists Association

and Gateway to the Americas Cup.

My first experience at the FSFA Conference was one I’ll never forget.

12 // Weaving Floral Dreams

Get to know Jenna Sleeman.

16 // A Design Show

Flora and More hosted FSFA a fun open house.

Florida State Florists Association //





Christine Brown FSMD







Deborah De La Flor




Robert Tucker AIFD CFD FSMD


Fiona Hunter Prosser AAF


Gale West 352.787.4112 EDITORIAL // DESIGN

Jamie Ezra Mark Wendy Mak Josh Clark


Tim Ryan FSMD Mimi Livingston Jackie Lacey AIFD PFCI CFD Andreia Muller AIFD CFD FSMD Peg Jensen AIFD CFD Mattie Young FPCF Ralph Giordano AIFD CFD FSMD FPCF Alejandro Figueria AIFD CFD Jenna Sleeman AIFD CFD Victoria Register, Growers Representative Dali Stojanovic, Wholesaler Representative Marcin Waszkiewicz, Allied Trade Representative


winter 2019 //


Sunlighting Magazine, 2019. Published annually by the Florida State Florists Association. All editorial contents copyright 2018 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 reflect the thoughts or opinions of the Florida State Florists Association.

Florida State is happy to introduce the

“All New” Designer of the Year Competition 2019 The FSFA Designer of the Year Competiton is moving to Midseason Summit - Inspire, Saturday, January 19, 2019 Floriology Institute 7800 Bayberry Rd. Jacksonville, FL 32256

Meet the Designers

Alejandro Figueira AIFD

April Ridge CFD

Eileen Cheng AIFD

Joyce Petty CFD

Nisha Sheikh AIFD

Susana Ortega AIFD

Varito Vasquez AIFD

This could be you!

This could be you!

This could be you!

Florida State Florists Association //

Largest Prize Package Ever~!!! Total prize package is worth $3000 including $500 cash~!!!



Gateway to the Americas Cup D

The winners are Leopoldo Gomez (1st Place - Mexico) Jenny Thomasson (2nd Place - US) and Paul Jaras (3rd Place - Canada).

esigners convened in Orlando, Florida during the FSFA 2018 Annual Convention - Meraki at the Orlando Airport Marriott Lakeside to compete in the Gateway to the Americas Cup. The designers were from Canada, The United States, Mexico, and South America.


Hosted in June, it was the highest attended convention in recent years with over 150 in attendance. Many of the attendees were first-timers who were treated with an incredible weekend. Hands-on classes were conducted by Hitomi Gilliam AIFD, Tanus Saab and Anthony

winter 2019 //

Photos Courtesy of Jorge Uribe AIFD


Swick AIFD. The students left these classes with their head full of ideas and inspiration! The weekend was full of mainstage presenters, including Corey Harbor AIFD, Robbin Yelverton AIFD, Sandy Schoeck AIFD, Renato Sogueco PFCI, Ian Prosser AIFD, Jerome Raska AIFD, Lynn McLean AIFD, and international designer Damien Koh AIFD. Damien’s program was presented by the AIFD Foundation with funding made possible from the Florida Florist Fund. The newly revamped Partners Expo was well received by both vendors and attendees alike. The one-day show offered the FSFA members new products, plants, greenery, and technology! The convention ended with the Presidents Gala

that was beautifully decorated by Cheryl Andrews and her team at Cheryl’s Distinctive Creations, Inc. FSFA Convention 2019 will be held at the beautiful Mission Inn Resort and Club in Howey-inthe-Hills, Florida. FSFA members will be treated to an all wedding themed convention. You don’t want to miss this one!

Florida State Florists Association //



10781 Stirling Rd, Cooper City, FL 33328 Contact: 954-434-1717, WWW.DELAFLORGARDENS.COM Owners: Gus & Deborah De La Flor

Anderson and Sons Fernery 55522 Lightfoot Rd Astor, Florida 32102 Ann Anderson 352-759-2440

Direct Floral Greens 1315 Church Street Pierson, Florida 32180 Sisco Deen 386-785-4633

P O Box 376 Seville, Florida 32190 386-527-3691

LIVING CORAL Pantone has announced the color of the year.


n animating and life-affirming coral hue with a golden undertone that energizes and enlivens with a softer edge is the new color. For 20 years, Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home furnishings, and floral. The Color of the Year selec-

tion process requires thoughtful consideration and trend analysis. To arrive at the selection each year, Pantone’s color experts at the Pantone Color Institute comb the world looking for new color influences. Influences may stem from new technologies, materials, textures, and effects that impact color. The exciting thing about the Pantone Color of the Year is how

it will influence the floral industry, in particular, the wedding and event segment of our industry. This bright hue lends itself to much brighter wedding palettes. This wonderful selection complements other colors such as peach, teal, mint, and pink. The new year will be an interesting year to see how the florists and brides of 2019 utilize Living Coral in their personal flowers and receptions!

Florida State Florists Association //



First Time Attendee

My first experience at the FSFA Conference was one I’ll never forget. By Isoline Litchmore, Westminster Florist 50 Westminster St. N., Lehigh Acres, Florida 33936, 239-368-2375

Since the beginning of time, humans have found great pleasure in flowers. Whether adorning ourselves with them or decorating our environments with them, flowers have become such a mainstay in our lives that we can even judge someone’s character by how they use them. They are appropriate for new births, birthdays, anniversaries, Mother’s Days, weddings, and any other notable occasion you can think of. Today, the universal love of flowers drives a thriving economy of floral designers, suppliers, wholesalers, organizations, and conventions. And this truth was never more evident in Florida than during the weekend of June 8, 2018, when the Florida State Florist Association held its annual convention, along with the Gateway to the Americas Cup, in Orlando. As a recent retiree from the


health profession, I was just becoming comfortable in the beauty and calm of the flower shop. When I joined the florist association in my area, Pandora’s box broke open. I soon became a member of the FSFA, and was learning something new—to the delight of my customers—at every meeting. But nothing can surpass the sight I saw and the education I received at the convention. After some prodding by my husband, I reluctantly registered for the convention. As I stood at the entrance, I wondered whether I had come in the wrong way. Where were the people, the registration desks, the arrows pointing attendees in the right direction? I slowly inched my way farther into a hall and found numerous smiling faces alongside endless rows of exquisite floral creations beyond my wildest imagination. This was the place where floral designers’ minds worked in over-

winter 2019 //

drive. The experience was overwhelming for me and most of the attendees. This was the place to satiate the mind and quench the soul. The whole affair was an epic display of the colossal intricacies of flowers. Simply taking in the sights of stunning displays and contestants creating their pieces was enough to fill me with happiness and gratitude. As I worked my way through the narrow maze of exotic floral creations, I finally stumbled upon the registration desk. Before I could say anything, someone from behind the desk recognized me and came forward. I immediately was handed a goodies bag and an identification card to hang around my neck. Besides my name, flower shop, and address, something on the ID caught my attention—a line that read “First Time Attendee.” Yes, this was the ammunition that gave me the power to ask questions, gather

information, and make my visit a most memorable one. I entered my first class that morning with a mix of excitement, apprehension, and a determination to learn. The instructor, Tanus Saab, has vast experience in the industry. “He cannot expect me to create arrangements in the Brazilian style,” I thought, and I’m sure I’m not the only one who thought it. As I sat in my seat and waited for the class to begin, I glanced around and took note of the equipment others had on their desks in preparation for the workshop. I brought out a few similar tools from my bag just as the instructor walked in, alongside a few other creative greats. He was introduced and then he began to speak, telling us about himself and demonstrating an object he wanted us to mimic. He was calm, courteous, and very supportive of each student’s effort. In the end, it proved to be a very rewarding experience that made me even

more excited for my next class the following morning. At the break, I eagerly sought out my husband as I desperately needed ears to tell of my morning’s adventure. I spent the rest of that day visiting the Gateway to the Americas Cup competitors’ booths and sitting in conference classes watching designers construct their exotic pieces. I, who sometimes can’t recall which road I drove on to my shop, spent most of my night recalling the experience I had to my husband, and giving intricate details of some of the construction apparatuses utilized until I finally fell asleep well past midnight. Despite my late night, I was awake by 4 a.m. There was no way I was going to be late for my Sunday morning class, which would be about “body flowers.” It turned out to be another interesting, informative and productive class. What a great, charismatic instructor!

This day, as I had lunch with my husband, he encouraged me to take advantage of one of the lunchtime seminars taking place, as “these are sometimes very informative.” I quickly agreed and ran off to attend an educational conference and live demonstrations—as well as revisit the competitors’ booths. The evening wore on and then it was time to leave, but not before visiting the vendors’ tables one last time to snatch up a few of their bargains. Our three-hour drive back home must have been a rewarding one for my husband as I drove and talked all the way before realizing he was asleep. The FSFA Annual Conference was more exciting, enriching, and rewarding for me than I had ever dreamed. And much like how Christmas took forever to come when we were children, the next conference is going to take a long time to come around again.

Annual Convention 2019 - Bliss Coming June 7-9, 2019 to Mission Inn Resort and Club Howey-in-the-Hills, FL 34737 FSFA First Ever Wedding Themed Convention! Hands-on Classes, Design Presentations, Runway Show and more! Are you the next winner of the prestigious “FSFA Sunshine Cup”? FSFA is proud to introduce the “Sunshine Cup” as an International Competition. All competitors welcome no matter where you live!

Florida State Florists Association //



weaving floral dreams Get to know Jenna Sleeman, AIFD,CFD, CWEP.

How did you get started as a florist?

I graduated from Emory University Giozueta School of Business, and had a corporate career as a senior sales manager with a hospice in Atlanta. Then, I got married and moved to Miami, where I worked for 12 years with Allergan until I couldn’t travel anymore because someone needed to be home to help raise our three children. I decided to follow my passion and start the company I had always dreamed of‌ creating infinitely memorable florals with the option to give annually as a floral gift subscription. I got the idea while


meeting a hospice patient in Atlanta who had only a few days to live. He asked me as one of his last dying requests to help him find a florist who would give his wife flowers on their anniversary every year after he passed. So I went around to several florists in Atlanta who honestly told me they could deliver anniversary flowers to his widow for one year but what if they went out of business and how would they receive payment from his trust every year? Thus, my new company was born in 2008, Infinite Gift.

winter 2019 //

Why is working with flowers your passion?

It is a beautiful thing when a career and a passion come together. I am definitely right-brain dominant. As a right-brained floral designer who was also good in math, I can visualize three-dimensional floral geometric forms multiplied by the fact that I have a creative flair for selecting dramatic chromatic color ranges. Also, I like to incorporate different floral and industry textures into my floral recipes. I guess, collectively, my intuitiveness and ambitious imagination equal a perfect equation for working with flowers as my passion.

What emotions did you feel when you were announced the 2018 FSFA Designer of the Year?

To get recognized by my mentors and our prestigious industry superstars for my passion and for my dedication to this industry that evening was a breathtaking, heartstopping, goose-bump raising, tears overflowing magnificent, magical moment in my life that I will forever remember as one of the best days of my life!!

Are you a freelancer, designer or business owner? All three of the above.

What’s your favorite flower to work with? Definitely the infinitely memorable signature styles, fragrances, and flamboyant colors of the David Austin Roses.

Are you a native Floridian? If not, where are you from originally?

I have lived in South Florida for 20 years… I am a true Southerner raised 452 miles north of Florida in Atlanta, Georgia.

the country with him to U.S. and International competitions. Life is a delicate balancing achievement of the 4 F’s: Family, Flowers, Fitness and Food, in that order.

I love to create emotions with my work; my life philosophy and motto is: “Make something from nothing.”

How do you juggle being a wife and mother and work?

MOM is WOW turned upside down… and I can bring home the bacon and fry it up in a pan! Seriously though, I had to take a pay cut at first and quit the corporate quarterly and yearly stressful analysis and stress of not being allowed to pick up my children because I had to meet with clients. I also have a son who is a USA men’s gymnast in which I travel around


What is your favorite floral event?

I love bar and bat mitzvahs because I can really get creative with my floral design styles.

Who in the floral industry inspires you?

Honestly, there are too many to name. But my favorites, in no particular order, are Tomas De

winter 2019 //

Bruyne, Iza Tkaczyk, Phil Rulloda, Alex Choi, Agna Maertens, Pirjo Koppi, Hanneke Frankema, Leopoldo Gomez, Hitomi Gilliam, Paul Jaras, Gregor Lersch, Debra de La Flor, Donald Yim, Jackie Lacey, Angelyn Tipton, Ruben Conesa, Ian Prosser, Jenny Thomasson, Bob Tucker, Ken Senter, Jorge Uribe, Alejandro Figueira, Vic Castillo, Derek Woodruff, Susana Oreta, Ralph Giordano, Andrew Stinson, Andreia Muller, and Varito Vasquez.

Where do you hope to be in 10 years?

AIFD Main Stage designer presenter, EMC, train and compete all over the world, world floral competitor and floral entrepreneur.

How has Florida State Florists Association helped you? Winning Designer of the Year and the coveted Ian Prosser’s Bridal Bouquet competition has definitely given me PR opportunities and motivated me as a floral designer to carve my niche in this uber-creative floral design industry. The FSFA floral family inspires every day, and the annual meeting is always an opportunity I look forward to attending to grow my business, to develop my talents, and to be inspired by my super-talented floral friends.

Do you have a favorite design style? I love to create emotions with my work; my life philosophy and motto is: “Make something from nothing.” I love the European design style and architectural floral design.

Mother’s Day or Valentine’s Day: which one makes you feel most prosperous?

Valentine’s Day for sure, but both are equally exhausting and profitable.

What is your favorite color?

I am going to answer that in my favorite David Austin Rose…. Juliet.

What wholesale companies do you recommend? Mayesh, Rio, Fresca Farms, Flowers From Holland.

How do you feel about being featured in Sunlighting? Humbled by the honor and infinitely grateful… really words cannot explain my appreciation.

What is the funniest thing that ever happened to you related to one of your events?

It’s no secret that guests steal items from events, with unintended souvenirs such as centerpieces, topiaries, disco balls, floral lighting, custom table numbers, food candles and decor walking out the door before the end of the night. I had a bar mitzvah on Ocean Reef Island. You wouldn’t think that my decor would need a security guard, but the client wanted to rent these giant 3-foot illuminated LED beach balls to play night volleyball in one of the teen sections. One family decided to not only leave early but to “sneak out” with three giant glowing balls (They did not have the remote control to turn them off, so we could see them leaving the party in their glowing golf cart. I thought it was

funny, but my appalled client sent the Ocean Reef police after them to recover the huge un-sneak-outable LED beach balls!

How do you feel about the growth Florida State Florists Association has shown in the past year? I honestly feel it was almost at the level of the AIFD National Symposium, especially with The Gateway to the Americas Cup Competition and Talent! I was energized and exhilarated!

We see you have addendums behind your name; can you tell us how you received them and what they mean?

I am a CWEP (certified wedding and event planner), which I received after going to the Preston Baily School, I received AFD (advanced floral designer) from the Yola AIFD School, and, of course, my CFD and coveted AIFD I owe the Floriology Institute for helping me train.

Anything else you would like to share with us that we may not know about you?

I jumped up to get a key hidden on a window eight years ago and came down without a finger. I feared I may bleed to death before the ambulance arrived in front of my children. I had to be strong and act fast, so I made a tourniquet with my left hand and drove myself to Jackson Memorial trauma center with my elbows, with four children in my car, to get to my

husband who was working as the trauma surgeon. He called in the best hand surgeon, who saved half of my finger so that I could wear a prosthetic on my right hand. Being right-handed and not knowing the amazing abilities of prosthetics, I was timorous about the tragedy and how it would affect my life. Floral designing became my therapy and flowers helped me realize that I don’t have to be perfect to inspire others. Imperfections are found in every petal, and as a floral artist, I want to continue to create perfectly imperfect floral art and help others through flowers.

Florida State Florists Association //



Flora and More A Design Show On October 7, 2018, Flora and More of Medley, Florida hosted FSFA for an informative, educational and fun open house.

Alis Zavala and her staff welcomed 79 members and guest of FSFA. They were treated to a fresh breakfast, coffee barista, lunch, educational speakers and a hands-on class for everyone attending. Each guest left with a ceramic dish garden of blooming orchids and accessories they designed themselves. The day ended with an Incredible design show featuring FSFA member designers! They each designed pieces full of lush orchids, greenery in beautiful containers provided by Flora and More. Designers included Jamie Lers, Alejandro Fugueira AIFD, Nisha Sheikh AIFD, Susana Ortega AIFD, Varito Vasquez AIFD, and Jenna Sleeman AIFD. The Design Show’s commentators were Jackie Lacey AIFD, Deborah De La Flor and Kathy Whalen AIFD. Thank You, Flora and More for your hospitality and incredible weekend!

11500 NW 123rd Street Road, Suite 100, Medley, FL 33178 Phone: 786-650-0080


winter 2019 //

Inspire MID-SEASON 2019 FLORIOLOGY INSTITUTE 7800 Bayberry Rd, Jacksonville, FL 32256

S AT U R D AY, J A N U A R Y 1 9 , 2 0 1 9

Sponsored by Floriology

10:00 AM to 11:30 PM 12:00 PM to 2:00 PM 2:30 PM to 4:30 PM 1:00 PM to 4:00 PM 4:00 PM to 5:00 PM 5:00 PM to 6:00 PM 6:00 PM to 7:00 PM

Hands-on Class with Jackie Lacey Hands-on Class with Stacey Carlton FSFA Designer of the Year Competition Sponsored by Floriology, Napco and FSFA Napco Showroom – Open for Shopping Registration Opens – Beer and Wine Mixer Dinner FSFA Designer of the Year Competition – Part 2

S U N D AY, J A N U A R Y 2 0 , 2 0 1 9

Sponsored by FSFA, Floriology And Syndicate Sales 8:30 AM to 9:00 AM 9:00 AM to 9:45 AM 9:45 AM to 10:00AM 10:00 AM to 11:30 AM 11:30 AM to 12:30 PM 12:30 PM to 1:30 PM 1:30 PM to 1:45 PM 1.45 PM to 3:00 PM 3:00 PM

Coffee and Danish Stage Show – Jenna Sleeman – Event Décor Break Stage Show – Stacey Carlton Lunch Stage Show – Renato Sogueco and Allia Lewandowski – Marketing to Millennials Break Stage Show - Derek Woodruff – Sponsored by Syndicate Sales Closing Remarks – Mid-Season Concludes and Auction

Photo courtesy of Tabitha McCausland O'Neill

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



Events by Miss Daisy Let us plan your event!

Weddings • Birthdays • Luncheons Anniversaries • Corporate Parties

11500 NW 123 rd Street Road Medley Fl 33178

Jenna Sleeman, AIFD, CFD, CWEP Miami Event Florals, Weddings, Corporate, Hotel & Home All Referreals From This Issue Receive A FREE CONSULATION




Jackie Lacey

Donald Yim

Sandy Schroeck

Anthony Swick

Lesley Bolden

Angelyn Tipton

Stacey Carlton

AAF, PFCI Vice President of Digital Strategy & Education

AIFD, CFD, PFCI Director of Education & Industry Events

AIFD, CFD, CPFD Instructor

AIFD, CFD, PFCI Instructor

AIFD, CFD, PFCI Instructor

AIFD, CFD Instructor

AIFD, CFD, GMF Instructor

AIFD, CFD Instructor

Upcoming Course Schedule January 21-25 Principles & Elements of Design

Jackie Lacey AIFD, CFD, PFCI, Stacey Carlton AIFD, CFD

February 24-26 “Speak Up” How Your Brand Can Be Heard in a Socially Connected World Jackie Lacey AIFD, CFD, PFCI; Sharon McGukin AIFD, AAF, PFCI

March 10-12 Flowers to Wear Anthony Swick AIFD, CFD, PFCI April 7-11 Wedding Bliss Sandy Schroeck AIFD, CFD, PFCI Special Events Challenge Jackie Lacey AIFD, CFD, PFCI June 9-11 Certification and Competition Jackie Lacey AIFD, CFD, PFCI August Reinventing Everyday Designs Donald Yim AIFD, CFD, CPFD October Celebrating Life Everyday Jackie Lacey AIFD, CFD, PFCI

Hear what florists have to say...

Loved the class, classmates and Jackie Lacey is a great instructor. I learned so much in my first time attending. I’m sure to return in the future! - Jude Hobson - Beverly Hills Florist, in Beverly Hills FL

ACT NOW! To sign up or for more information about the Floriology Institute, email or call (904) 737-8500 ext. 258 •



Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.