F A L L
2 0 1 9
E D I T I O N
Thanks TO OUR PARTNERS AND UNDERWRITERS
AIFD
Fern and Foliage Direct
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AIFD Foundation
Fern Trust
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Flora and More
Jet Fresh Flowers
Rio Roses/Equiflor
Badash Crystals, Inc
Floral Greens Farmers of Florida
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SAF
Floriology Institute
Kennicott Brothers Tampa
Smithers - Oasis
Florist Review
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Napco
FTD
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Bloomnet Chrysal USA Designer Cut Flowers Details Flowers Direct Floral Greens Everlasting Flowers
Syndicate Sales Teleflora The Event Source World Flower Council
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FSFA ON THE ROAD! Our energized association is bringing floral education to you. I am honored to introduce myself as the new president of the Florida State Florists Association. I am extremely humbled to be chosen for this position, and I am incredibly excited for the year ahead! We have made great efforts in the past few years to energize our association by getting more of you involved and attracting new members. I am pleased to say the next few years will be a time of great momentum for us, and you’ll be glad to be a part of it! Part of our effort is bringing a higher level of educational opportunities to our annual conventions and other yearly events. I’m proud to say that our efforts have been paying off. Our last convention was an unqualified success with overwhelmingly positive feedback. We have built up wonderful momentum and we need your help to sustain it. We’ve got lots more on the horizon. We have an incredibly detail-oriented board that is working tirelessly to make our association the envy of the nation, but we can’t do it alone. What we need more than anything are more active members. Please take a moment to talk to others in the industry that you may know and encourage them to join the FSFA. We are even making inquiries to florists in our neighboring states of Georgia and Alabama to see if they would be interested in joining us. The more members we have, the better it will be for all of us, so please help if you can. It doesn’t even cost a lot; our membership fees would be a bargain at twice the price. For those of you who do not know, your Florida State Florists Association hosts several events throughout the year (that you will not want to miss) that are full of incredible educational and networking opportunities. We bring in world-class floral artists to give design demonstrations and hands-on classes. We have industry leaders who conduct seminars to help you with all aspects of the business, such as sales, marketing, technology, and more. During trade shows, vendors will introduce you to all the latest and greatest must-haves for your shop, and networking events provide an opportunity to get to know your fellow florists and learn from each other. I can tell you from the bottom of my heart that these events are not to be missed. I have made the most wonderful lifelong friends at these conventions and functions, and so can you! In October, we’ll host an event at Flora & More in Miami. In January 2020, our midseason conference will take place in the Panhandle (venue to be announced). In June 2020, our annual convention will be held in Fort Lauderdale. I look forward to seeing you there. Visit our website, www.floridastatefloristsassociation.com, to keep up to date with the latest event schedules. Proudly, your president, Deborah De La Flor, AIFD, PFCI
IN THIS ISSUE 06 // The Art of the Event
All the highlights from the 2019 Annual Convention at Howey-inthe-Hills.
09 // She’s a Hall of Famer
Kelly Mace reaches the pinnacle of her career.
10 // His cup
runneth over Alejandro Figueira sweeps the Sunshine Cup design awards.
13 // Honoring Ann
Ann Martin is this year’s recipient of the FSFA Humanitarian Award.
16 // Holiday treats
Halloween is an opportunity to capitalize on trends.
OFFICERS / DIRECTORS EXECUTIVE BOARD PRESIDENT
Deborah De La Flor AAF AIFD CFD PFCI
WINTER 2020
PUBLISHER
Jacob McCall EDITOR / ADVERTISING DIRECTOR
PRESIDENT ELECT
Jackie Lacey AAF AIFD CFD PFCI
Robert Tucker ADVERTISING/EDITORIAL INQUERIES
sunlighting@fsfanow.com
VICE PRESIDENT
Jacob McCall AAF AIFD CFD FSMD TREASURER
William Bobulinski
PRODUCED BY
SECRETARY
April Ridge AIFD CFD FSMD EXECUTIVE DIRECTOR
Robert Tucker
akersmediagroup.com 352.787.4112
AIFD CFD FSMD
BOARD OF DIRECTORS
Tim Ryan FSMD Mimi Livingston Gale West FSMD Andreia Muller AIFD CFD FSMD Jamie Lers Ralph Girodano AIFD CFD FSMD Joyce Petty AIFD CFD FSMD Jenna Sleeman AIFD CFD Alejandro Figueira AFID CFD Victoria Register - Fern Trust - Grower Representative Janet Justus - FTD - Allied Trade Representative
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fall 2019 // floridastatefloristsassociation.com
CONTACT THE BOARD
executivedirector@fsfanow.com
Sunlighting Magazine, 2020. Published annually by the Florida State Florists Association. All editorial contents copyright 2020 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.
Save the Date Florida State Florists Association’s
AN
UAL
CON VEN
TION
20 20 May 29 - 31, 2020 Bonaventure Resort in Weston, FL
•
floridastatefloristsassociation.com
HIGHLIGHTS FROM CONVENTION 2019
A Blossoming Event A good time was had by all at the FSFA’s annual convention, The Art of the Event.
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he Florida State Florists’ Association (FSFA) held its annual convention June 7-9 at Mission Inn Resort and Club in Howey-in-the-Hills. The attendees were treated royally at this incredible hideaway resort. The views were spectacular, the service was top notch, and the food was delicious! Day one of the weddingthemed convention focused on hands-on classes. Jackie Johns, of the American Institute of Floral Designers (AIFD), taught students how to make armature bridal bouquets; Christi Lopez, European master certification (EMC), taught students how to
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make hand-wired bouquets; and Varito Vasquez, Florida state master designer (FSMD), taught students how to make wire wedding jewelry. The handson classes were underwritten through a grant awarded by the AIFD Foundation with funding made possible by the Florida Florist Fund.
fall 2019 // floridastatefloristsassociation.com
In addition to the classes, attendees were able to watch the Sunshine Cup Competition unfold before their eyes. Contestants were asked to create an entry piece for a wedding to be placed on top of a hightop table and a bridal bouquet using only greenery to adorn a premade armature. The tabletop competition was sponsored by Teleflora, offering a $1,000 prize. The bridal bouquet competition was sponsored by Fern Trust and offered a $500 prize. The winners in both categories were: Alejandro Figueira, AIFD, first place; Varito Vasquez, AIFD, FSMD, second place; and Susana Ortega, AIFD,
third place. Alejandro also was the overall winner of the Sunshine Cup. In a separate competition, the second annual Ian Prosser Bridal Bouquet Competition, designers were asked to bring in an “over the top” bouquet. The winner was Varito, who received a traveling trophy and a $500 prize. The remaining days of the convention were nonstop with backto-back stage presentations by the best wedding floral artists from around the country. Attendees were treated to programs by Sha-
ron McGukin, AAF, AIFD, PFCI; Tom Bowling, AIFD, PFCI; Jackie Lacey, AAF, AIFD, PFCI; Kevin Ylvisaker, AIFD, CAFA; and Keith White, AIFD. The programs covered everything from overthe-top cake and dessert tables to fabulous bouquets and even a “trends” program that included a fashion show. Additionally, Mark Anderson, of Floristware, and Shannon Tarrant, of Weducation, presented insightful and captivating business programs on the main stage. On Saturday night, FSFA presented industry awards during the 98th Annual President’s Awards Dinner and Gala. The recipients were: Wholesaler of the Year – Orlando Wholesale; Salesman of the Year – Sean Sciortino; Importer of the Year – Fern Trust; Hall of Fame State – William Bobulinski; Hall of Fame National – Kelly Mace; and the
Harry J. Killian Award – Robert Tucker. For the first time ever, the FSFA Humanitarian Award was presented to Ann Martin for establishing the Florida Florist Fund. At the conclusion of the convention, members assembled in the design room to make handtied bouquets that later would be given to the Pulse Foundation to be added to the memorial wall for the three-year remembrance ceremony for the Pulse nightclub shooting in Orlando. These were made to honor those angels who were victims to show they are still loved. An estimated 2,000 people attended the ceremony. The event turned out to be a weekend of fun, education, networking and, of course…bliss.
Florida State Florists Association //
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SPOTLIGHT ON
KELLY MACE Smithers-Oasis marketing and communications manager reaches pinnacle of her career.
I
n June, the career of Kelly Mace really blossomed during the Florida State Florists’ Association’s 98th annual President’s Dinner and Awards Gala at Mission Inn Resort & Club in Howey-in-the-Hills. Kelly, marketing programs and communications manager for Smithers-Oasis, was inducted into the organization’s Hall of Fame. It was the first time Kelly attended an FSFA convention. She compared it to a mini-American Institute of Florida Designers (AIFD) symposium. Over the years, Kelly and Smithers-Oasis have generously provided products for classes and programs held during FSFA’s annual convention and midseason summits. Kelly began working with Smithers-Oasis in 1993. She started with the company in the human resources department and worked her way to her current position. Over the years, Kelly has seen the company grow from a small product line of basic supplies such as foam, tapes, and glues to more than 1,700 products available today. Most recently, Smithers-Oasis introduced Midnight Foam, a 100 percent biodegradable product, to the line. It is so popular that it is now available in various forms such as foam orbs and wreaths. The newest addition to the line will be natural material products. Smithers-Oasis keeps ahead of the trends and remains the industry leader in floral supplies. When asked what the favorite part of her job was, Kelly quickly responded, “I love working with the designers.” Throughout the years, she has had the opportunity to work with some of the most talented and creative designers in the industry, such as Sharon McGukin, AIFD, AAF, PFCI, and Kevin Ylvisaker, AIFD, PFCI,
CAFA. Many of those designers have become lifelong friends. Kelly is looking forward to working with the newest addition to the Smithers-Oasis team, Donald Yim, AIFD, CPFD. When Kelly is not traveling and working at trade shows, setting up photoshoots, designing catalogs, and working with the SmithersOasis design team, she loves spending time with her husband, their two sons and families, her grandchild, and, of course, Sadie, her German shepherd.
A Fitting
Tribute Alejandro Figueira honors his mother with Sunshine Cup victory.
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n June 8, Alejandro Figueira, AIFD, CFD, won the prestigious Sunshine Cup at the FSFA Annual Convention held at Mission Inn Resort & Club in Howey-in-the-Hills, Florida. Alejandro placed first in both design categories: the FSFA Inspiration Competition sponsored by Teleflora, and the FernTrust Cup sponsored by FernTrust. The competition took place just one week after the passing of his mother. He originally considered withdrawing from the competition but drew his strength from knowing his mother would want him to go on. Winning was a great surprise to him as he was up against some of the finest designers in Florida. Alejandro, an avid competitor, has competed in the FSFA Designer of the Year, the Mid-America Cup, the Sylvia Cup and the Ian Prosser Cup. He realizes education is the key to being
“cutting edge” and he’s inspired by people such as Jackie Lacey, AIFD, AAF, PFCI; Deborah De La Flor, AIFD,CFD, PFCI; Hitomi Gilliam, AIFD, CFD, EMC; and John Hosek, AIFD, CFD, PFCI. Alejandro takes as many classes as he can fit into his busy schedule. He aspires to one day be a floral educator and his dream is to one day compete in the World Cup. Alejandro, a native of Caracas, Venezuela, is the owner of Ornatus Events, founded in 2001. His vision was to form an event company that would find its inspiration from his clients and creatively portray their dreams through his unique design. Alejandro says: “Our passion for décor is beyond art and design. It is our responsibility to create the beauty of the unique moment.”
Joyce Petty
Elaine Ridge Owner
Alyce’s Floral Design
CFD, FSMD, PCF
Certified Floral Designer Florida State Master Designer Professional Certified Florist
alycesfloral@gmail.com alycesfloral.com 224F Eglin Parkway NE Ft Walton Beach FL 32547 850-862-8331
132 South Main Street Atmore, AL 36502 AtmoreFlowerShop.com AtmoreFlowerShop@yahoo.com LOCAL 251.368.2538 CELL
Rambling Rose Florist Ronald Davis, Owner RamblingRoseFlorist@yahoo.com 10030 SR 52, Huson, FL 34669
RamblingRoseFloristFL.com
727.378.6920
ALL THINGS CREATIVE
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Atmore Flower Shop
fall 2019 // floridastatefloristsassociation.com
251.253.1138
H o n o r i n g
ANN Florist is bestowed with the FSFA Humanitarian Award.
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n June 8, Ann Martin, AIFD, CFD, was honored with the FSFA Humanitarian Award at the FSFA Annual Convention for acts of humanitarian efforts to florists affected by the AIDS epidemic and catastrophic events. In the early 1990s, Ann spearheaded
the creation of the Florida Florist Fund in order to help those who could not afford to pay for costly health care and those who lost everything in fires, hurricanes or flooding. She started the fund by means of bake sales, auctions and raffles. Ann spent many tireless hours in her own kitchen baking confections that ultimately raised more than $150,000 to establish the Florida
Florist Fund Foundation in 1996. Ann, with the assistance of Emmett O’Dell, Charlotte Garrison, Richard Dayton and the late Link Johnston, raised these funds to help Florida florists pay bills and assist with dying friends. In 2008, the Florida Florist Fund Foundation transferred the fund to the AIFD Foundation, thus creating the AIFD Foundation Florida Florist Fund.
Florida State Florists Association //
Ann was the owner of European Floral Gallery on Park Avenue in Winter Park, Florida. She sold the business and retired in 2002. To honor Ann, the FSFA is establishing the Ann Martin Humanitarian Award to be awarded annually to a Florida florist who goes above and beyond to help those in need.
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As florists, we work with flowers every day. We know them their unique beauty and enticing fragrance as we arrange them. But, did you know?
Queen Victoria Was A Flower Trendsetter
D
uring the Queen Victoria Era 1837 – 1901, in order to be considered a well-rounded young lady, you were expected to learn how to arrange flowers. Queen Victoria loved flowers so much that she wore an orange floral wreath instead of her crown on her wedding day. She also incorporated lavish amounts of beautiful floral arrangements at her wedding making wedding flowers a must have for all brides.
SUNFLOWERS:
The sunflower head track's the sun's movement, a phenomenon known as heliotropism. The Sunflower head is actually made of many tiny flowers called florets. However, as the flowers get heavier during seed production, the stems will stiffen and the mature flower heads will generally remain facing east.
GERBERA DAISY:
ROSES:
Roses are related to apples, raspberries, cherries, peaches, plums, nectarines, pears and almonds. Rose hips (the berry-like fruit structure of rose) of some species of rose are amongst the richest source of Vitamin C. They are used to make jams, jellies and also brewed for tea. In ancient Egypt, roses were considered a sacred flower and were used during funerals to form wreaths on the tombstones.
If you want to get a better night’s sleep tonight, try placing gerbera daisies next to your bed. Gerberas emit oxygen and absorb carbon monoxide and toxins at night. It is believed to be especially helpful for anyone suffering from sleep apnea.
TULIPS:
In 17th Century Holland, Tulip bulbs were more valuable than gold! The flower symbolized immortality, life, and love. In the 1630s a frenzy for tulips occurred in Western Europe named “Tulip mania” and tulips became so expensive they were treated as a form of currency. Some bulbs sold for as much as $2000. Tulips lifespan is very short, being 3 to 7 days.
BROCCOLI AND CAULIFLOWER:
In actuality, humans consume the flowers of several plants as vegetables, including broccoli. The head of broccoli is actually the plant's buds. Left intact with the roots, these buds open to reveal small yellow flowers. As its name indicates, cauliflower is also a flower. Like its cousin broccoli, the edible flower buds grow in a closely packed head. The flower buds of cauliflower come in white, green and purple.
Events by Miss Daisy Let us plan your event!
Weddings • Birthdays • Luncheons Anniversaries • Corporate Parties
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“Speak How YourCan Brand Can Be Heard Up” HowUp” Your Brand Be Heard in a Socially Connected World in a Socially Connected World
Oct 14-16, 2018 Oct 14-16, 2018 “Speak
Jackie Lacey AIFD, CFD, PFCI; Jackie Lacey AIFD, CFD, PFCI; Sharon McGukin AIFD, CFD, AAF, PFCI Sharon McGukin AIFD, CFD, AAF, PFCI
Oct 21-25, 2018 Celebrating Life Everyday Oct 21-25, 2018 Celebrating Life Everyday Jackie Lacey AIFD, CFD, PFCI Jackie Lacey AIFD, CFD, PFCI Jan 21-25, 2019 Principles & Elements of Design Jan 21-25, 2019 Principles & Elements of Design Jackie Lacey AIFD, CFD, PFCI; Jackie Lacey AIFD, CFD, PFCI; Stacey Carlton AIFD, CFD Stacey Carlton AIFD, CFD March 10-12, 2019 Flowers to Wear March 10-12, 2019 Flowers to Wear Anthony Swick AIFD, CFD, PFCI Anthony Swick AIFD, CFD, PFCI April 7-9, 2019 Bliss April 7-9, 2019 WeddingWedding Bliss Sandy Schroeck AIFD, CFD, PFCI Sandy Schroeck AIFD, CFD, PFCI
SpecialChallenge Events Challenge Special Events Jackie Lacey AIFD, CFD, PFCI Jackie Lacey AIFD, CFD, PFCI
REGISTERACT TODAY! To up sign up, or for more information about Floriology, Toorsign or for more information the Floriology ACT NOW! ToNOW! sign up for more information about theabout Floriology Institute Institute call: (904) 737-8500 x258 visit: www.floriologyinstitute.com/register callcall:(904) 737-8500, or visit www.FloriologyInstitute.com/register (904) 737-8500 x258 visit: x258, www.floriologyinstitute.com/register Florida State Florists Association //
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Appealing to savvy customers Look at current trends to provide unique gift/floral items.
T
he upcoming holiday season should be a prosperous one as disposable income is expected to rise in fall 2019, according to recent “Think with Google” reports. Of all the holidays celebrated, Christmas ranks first in spending followed closely by fall and Halloween sales. Sales are expected to continue to climb as the Halloween holiday continues to grow in popularity. Most recently, Halloween sales also include the Day of the Dead.
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In order to stay relevant with today’s shoppers, it is important to maintain an updated website that is mobile-friendly as it is estimated that 50 percent of the shoppers buying online are buying from their smartphones. It is also important to add video to your websites as video has become a favorite search tool for holiday shoppers. It is estimated that two-thirds of shoppers were inspired to buy because of videos. Loyal
winter 2020 // floridastatefloristsassociation.com
customers were more likely to shop with stores they had shopped with before that had kept personal details, like items they had purchased in the past. They were also looking for new and unique items to purchase. To stay relevant in the floral industry, we must always keep up with current trends and be able to offer unique gift/floral items. FSFA partner Napco offers a variety of holiday-themed containers for Halloween and the Day of the Dead. Consider offering your unique designs in one of their containers or add a keepsake item to your design. Today’s savvy customer is not looking for “cookie cutter” design. They truly want an incredible experience with you and a floral design that stands out in the crowd.
Photo courtesy of Tabitha McCausland O'Neill
Andie Muller, CFD, FSMD Lead Designer Certified Flower Designer Florida State Master Designer
10781 Stirling Rd, Cooper City, FL 33328 Contact: 954-434-1717, WWW.DELAFLORGARDENS.COM Owners: Gus & Deborah De La Flor
www.eventsbytheflowerstudio.com
321-422-0823
MEET YOUR SUMMER LOVES.
11500 NW 123RD Street Road Medley FL 33178 FloraAndMore.com
Florida State Florists Association //
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Florida State is happy to announce the
Designer of the Year Competition
2020
The FSFA Designer of the Year Competiton is coming to Midseason Summit - Momentum
Saturday, January 25, 2020 1500 Miracle Strip Pkwy SE Fort Walton Beach, FL 32548
• Trophy to proudly display
LARGEST PRIZE PACKAGE EVER!!! Total prize package is worth $3000 including $500 cash!!!
• Cash prize of $500 sponsored by BloomNet/ Floriology Institute • Scholarship to attend a BloomNet/Floriology Institute • Travel expenses & professional designer fee for giving a presentation at the Mid-season Summit 2021 • Paid entry to the Sylvia Cup competition 2020
• Paid registration to Annual Convention 2020
Are you the next designer of the year?
This could be you!
This could be you!
MID-SEASON SUMMIT
J ANUARY
25-26, 2020
THE ISLAND FT WALTON DESTIN 1500 MIRACLE STRIP PKWY SE, FORT WALTON BEACH, FL 32548
JOIN FSFA FOR A WEEKEND OF EDUCATION, NETWORKING AND FUN ON THE SUNNY BEACHES OF FT. WALTON BEACH FLORIDA! HANDS-ON CLASSES, DESIGNER OF THE YEAR COMPETITION, AND STAGE PROGRAMS BY:
JACKIE SMITH JOHNS AIFD CFD
VARITO VASQUEZ AIFD CFD FSMD
FLORIDA STATE FLORISTS’ ASSOCIATION
ANDREIA MULLER AIFD CFD FSMD
say hello to your new best friends.
Regional Vice President
Territory Sales Manager
Territory Sales Manager
Territory Sales Manager
Mike Valade
Cindy Davidson
Denise Patchen
Claudia Moore
Suzanne Gustavel
Our knowledgeable team of business experts are ready to work with you, one on one. They’ll provide the tools and advice you need to grow your business profitably and sustainably.
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