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E D I T I O N


TO OUR PARTNERS AND UNDERWRITERS

AIFD AIFD Foundation A Chair Affair B & D Supply Badash Crystals, Inc Bloomnet Carlsteads LLC Chrysal USA Cut the Cake Designer Cut Flowers Details Flowers Direct Floral Greens

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Donna's Dream Cakes DV Flora Everlasting Flowers Fast Breaks Executive Entertainment Fern and Foliage Direct Fern Trust Flora and More Floral Greens Farmers of Florida Floriology Institute Florist Review

summer 2019 // floridastatefloristsassociation.com

Flower Shop Network Flowers Central FTD Gardens America Grubby Cakes Hilverda De Boer USA Incredible Edible Cakes Keepsake Floral Lion Ribbon MCG Calculations Napco

Orlando Wholesale Party Plus Pennock Floral Reliant Ribbon Rio Roses/Equiflor SAF Smithers - Oasis Syndicate Sales Teleflora World Flower Council


M FLORAL FRIENDS,

IN THIS ISSUE

My 10th Florida State Florists Association Annual Convention is almost here. I have learned so much in the last decade from the programs and my flower friends I see at this convention every year. I look forward to it all year long. I am so excited that we are continuing to do new things with FSFA. This year’s convention will be a very different convention as it is all about weddings. We’ve never focused on just one section of floristry this way before. Weddings play an increasingly important part to the bottom line of most florists. I’m so pleased that we are doing this focus to help us all grow our businesses and stay on trend with weddings. I feel that weddings also are very much on the leading edge of what’s popular in design that will filter down to everyday design in the next few years. So, even if you don’t do a lot of weddings, these trends are important to know so your everyday designs are fashionable and up to date for your customers who really care about being on trend. I’m also excited that we are offering so many hands-on classes this year. Thank you to everyone who is teaching a class! Are you on our email list? Please keep an eye out on Facebook and your email box. We have several regional programs planned in the upcoming year that will be fabulous programs offering unique experiences! I look forward to seeing old friends and meeting new ones this weekend and seeing you again soon at one of our regional meetings!

6 // Inspirational

Yours,

Christi Brown, FSMD President, Florida State Florists Association

Blooms

Growing knowledge and creating gardens.

9 // Two Buds Open Up

A shared career blossoms into a friendship.

10 // First-time

Competitors Designers make their mark.

12 // Designer of the Year

Get to know Rodrigo Varito Vasquez.

16 // Bliss The Art of the Event annual convention 2019.

Florida State Florists Association //

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OFFICERS / DIRECTORS EXECUTIVE BOARD PRESIDENT

Christine Brown FSMD

PRESIDENT ELECT

Jacob McCall AAF AIFD CFD FSMD

SUMMER 2019

PUBLISHER

Deborah De La Flor EDITOR / ADVERTISING DIRECTOR

Robert Tucker ADVERTISING/EDITORIAL INQUERIES

sunlighting@fsfanow.com WINNER OF THE COVER PHOTO CONTEST

Angelyn Tipton AIFD, Jacksonville, FL VICE PRESIDENT

Deborah De La Flor

COVER PHOTO

Morgan Corbett Photography

AIFD CFD PFCI

EXECUTIVE DIRECTOR

Robert Tucker AIFD CFD FSMD

PRODUCED BY

SECRETARY

Gale West FSMD

akersmediagroup.com 352.787.4112 BOARD OF DIRECTORS

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

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summer 2019 // floridastatefloristsassociation.com

CONTACT THE BOARD

executivedirector@fsfanow.com

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.


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MID-SEASON SUMMIT

Inspire Floriology Institute in Jacksonville, FL was bustling with activity the weekend of Jan 19-20, 2019 when FSFA members from Florida and Georgia met for the annual Mid-Season Summit - "Inspire"


F

or the second year in a row, Floriology Institute, Napco and Bloomnet generously opened their doors to sponsor the Summit and the FSFA Designer of the Year Competition sponsored by Bloomnet. This year, 9 contestants were challenged with a new format for the competition. After a ďŹ rst round of designs, the top 4 were brought to the stage to complete the ďŹ nal piece during the evening dinner. As a result, R. Varito Vasquez AIFD was named Designer of the year, with Alejandro Figueira Aifd placing 2nd place and Andrew Stinson AIFD placing 3rd. On Sunday, everyone was treated to 4 stage presentations. Jenna Sleeman AIFD, reigning Designer of the Year, wowed the audience with her innovative event pieces. She was followed by Stacey Carlton AIFD, EMC. Stacey presented a "Trends" program that left the room

buzzing with fresh ideas to take home to their shops. After lunch, Renato Sogueco PFCI gave a social media presentation on "Marketing to the Millennials". The last program, sponsored by Smithers-Oasis was presented by Derek Woodruff AIFD, PFCI. Derek presented a program using Smithers-Oasis products and ended the program teaching the group how to properly plant a terrarium. Attendees were invited to the stage to plant their own garden! It was a great way to end the day. FSFA would like to Thank Floriology Institute, Napco, Bloomnet, Smithers-Oasis, Presenters and all of the DOY Contestants. We appreciate all you do to support FSFA.


BLOSSOMING CAREERS

April Ridge

CFD, FPCF, FSMD

Friends April Ridge and Joyce Petty reach another milestone in the floral industry.

T

his year, two people from Florida will be inducted into the American Institute of Floral Design: Florida State Florists’ Association (FSFA) members April Ridge, CFD, FPCF, FSMD, and her longtime friend Joyce Petty, CFD, FPCF, FSMD. April, a native Floridian, is lead designer and co-owner of Alyce’s Floral Design in Fort Walton Beach. After many years of designing, April found her passion in sympathy work. She consults with families who have had a loss, telling a story of the loved one through floral designs. April attained her Florida State Master Designer status in 2013 and became a Florida Professional Certified Florist in 2016. Joyce, originally from Century, Florida, lives in Atmore, Alabama, and is the designer/owner of Atmore Flower Shop. A former dental hygienist, she got into business through her husband, who owns a local funeral home. She has now worked in floral design for 26 years. It was through FSFA that Joyce achieved the accreditation of FSMD and FPCF. She also is a member and the acting president of the Northwest Florida Florists’ Association. Several years ago, Joyce received the Jeanne Parsons Scholarship and used it to take a class that inspired her to learn more and be more. For the past 15 years, these friends have shared the journey to being inducted into AIFD.

Joyce Petty

CFD, FPCF, FSMD

Florida State Florists Association //

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“I came to the competition with not a whole lot of knowledge, no credentials, just me and my talent.” Jeffrey Edwards

DESIGNER SPOTLIGHT Jeffrey Edwards and Vanessa Glover, first-time competitors for Designer of the Year.

O

n Jan. 19, the Florida State Florists’ Association (FSFA) unveiled the newly revamped Designer of the Year Competition at Floriology Institute in Jacksonville, Florida, during the Mid-Season Convention “Inspire.” Competitors were asked to bring an armature and floral product for a bridal bouquet and were furnished supplies to design a boutonniere and a centerpiece. After the first round, the top four designers were brought on stage during the Saturday night dinner for a design-off to determine the winner. The final piece was a spiral handtied bouquet. Two of the designers, Jeffrey Edwards and Vanessa Glover, had never competed before. Jeffrey is a designer at Angelic Flowers in Winter Haven, Florida, and Vanessa is designer/owner of A Touch of Glover in Macon, Georgia. They quickly became friends. “I came to the competition with not a whole lot of knowledge, no credentials, just me and my talent,” Jeffrey says. “After a couple months of being encouraged by my boss, several friends, and even some mainstream designers in the industry, I finally gave in. It was one of the best decisions I ever made.” Vanessa loved the art of the contest. “I like all things beautiful. Flowers really do speak to people. When I create a design that causes someone to have a better day or it makes them feel all giddy inside, that gives me pure happiness,” she says. FSFA congratulates Jeffrey, Vanessa, and all those who competed!

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summer 2019 // floridastatefloristsassociation.com

“ I like all things beautiful. Flowers really do speak to people.” Vanessa Glover


N W F FA

N WF FA

Northwest Florida Florists’ Association SINCE 1960

Northwest Florida Florists’ Association

N W F FA

SINCE 1960

Northwest Florida Florists’ Association SINCE 1960

Join us on the Emerald Coast for our monthly educational meetings which include, a Presentation Program, or Hands-On Class, Dinner & Design Competition. EXECUTIVE BOARD President JOYCE PETTY, FSMD, FPCF Immediate President JUDY FITZPATRICK, FSMD, FPCF Vice President MIKE WHEELER 2nd Vice President TIM RYAN, FSMD Secretary KATHERINE DALGLEISH Treasury ELAINE RIDGE

FOLLOW US ON FACEBOOK @NWFFA 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

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321-422-0823

Florida State Florists Association //

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FSFA 2019 Designer of the Year

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summer 2019 // floridastatefloristsassociation.com


Rodrigo Varito Vasquez, AIFD, CFD, FPCF, FSMD, began his career as part of his family's wedding dress business. Are you a freelancer, designer, or business owner? In November 2018, I started a new adventure working as a freelance designer.

Are you a native Floridian? I live in Florida, but I am originally from Costa Rica. The floral industry in my country of origin is not different from the rest of the world. But when I started in the 1990s, access to products and education was very expensive. One difference is that in countries like mine, the floral service is very personalized, the clientele you get is based on the years in the industry, the quality of your work, and the service you provide.

How did you start as a florist? In the late 1980s, I took a few very basic classes from a florist. [I gave up my job] to start my own business in Costa Rica. Since my family always had a wedding dress business, opening a florist shop contiguous to the business of the family allowed me to offer something more to the brides.

What emotions did you feel when the FSFA 2019 Designer of the Year was announced? I had worked very hard for that moment. The first thing that came to my mind, because my mother was not there, she would be more than proud. Winning Designer of the Year is a very big commitment. Your name is exposed, and your professional development is seen by many. It is a title that commits you to work harder to help others who are in a growth process.

Where do you hope to be in 10 years? I hope I have fulfilled all my goals, maybe with a small studio and living fully.

How has the Florida State Florists’ Association helped you? From the first moment I moved to Florida, I looked for a group or association of professionals and that’s how I became a member of the Florida State Florists’ Association in 2014.

“ It is a title that commits you to work harder to help others who are in a growth process.” Rodrigo Varito Vasquez

It has helped me a lot. As an active member, I managed to take classes and obtain the FPCF (Florida Professional Certified Florist) as well as being accredited as FSMD (Florida State Master Designer). Additionally, at each convention I meet, work, and learn from the great masters of the industry, national and international.

Anything else you would like to share with us that we may not know about you? I think many people know me in different fields: a floral designer, musician, and now as an artisan jeweler. I consider myself a very spiritual person who appreciates the values of life and believes in the family as the key that opens doors. I believe my life will continue to be an endless adventure. I see the good in others in spite of the fact that in some moments it has not been good. It has allowed me to know and learn from many people and from many situations.

Florida State Florists Association //

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Elaine Ridge Owner

Alyce’s Floral Design alycesfloral@gmail.com alycesfloral.com 224F Eglin Parkway NE Ft Walton Beach FL 32547 850-862-8331

Beth Lucas, President

130 S. Charles Street Daytona Beach, FL 32114

FLOWERS CENTRAL, INC

904.255.5800 | 1.800.330.1713 FAX 904.254.0712 flowerscentral.com beth@flowerscentral.com

Joyce Petty CFD, FSMD, PCF

Certified Floral Designer Florida State Master Designer Professional Certified Florist

ALL THINGS CREATIVE

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summer 2019 // floridastatefloristsassociation.com

Atmore Flower Shop 132 South Main Street Atmore, AL 36502 AtmoreFlowerShop.com AtmoreFlowerShop@yahoo.com LOCAL 251.368.2538 CELL

251.253.1138


MEET YOUR SUMMER LOVES.

11500 NW 123RD Street Road Medley FL 33178 FloraAndMore.com

Florida State Florists Association //

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Bliss

THE ART OF THE EVENT | ANNUAL CONVENTION 2019

MISSION INN | 10400 County Road 48, Howey-in-the-Hills, FL 34737 F R I D AY, J U N E 7 , 2 0 1 9 1:00 PM to 3:00 PM 1:00 PM to 3:00 PM 1:00 PM to 3:00PM 3:00 PM to 6:00 PM 6:00 PM to 8:00 PM

Hands on class with Christi Lopez AIFD, CFD, EMC Master The Art of the European Hand Tied Bridal Bouquet $75.00 per person Hands on class with R. Varito Vaequez AIFD, CFD, FSMD Wire Work Necklace $75.00 per person. Hands on class with Jackie Smith Johns AIFD, CFD Bind Wire Bridal Bouquet $75.00 per person. Competition – SUNSHINE CUP– Main Ballroom Cocktail/ Dinner Party - Marina

S AT U R D AY, J U N E 8 , 2 0 1 9 8:00 AM to 10:00 AM Trade Show Set Up – Los Reyes Foyer 8:00 AM to 9:00 AM El Gitano – Florist Free Workshop with Corrine Heck, Founder & CEO of Details Flowers Software 9:00 AM to 10:00 AM Stage Program – Main Ballroom with Sharon McGukin AAF AIFD PFCI Sponsored by Smithers-Oasis 10:00 AM to 5:00 PM Trade Show – Los Reyes Foyer 10:30 AM to 11:30 PM Stage Program – Main Ballroom with Tom Bowling AIFD, PFCI Sponsored by Syndicate Sales. 11:30 PM to 12:00 PM Business Meeting - Main Ballroom 12:00 PM to 1:00 PM Lunch– La Hacienda 1:00 PM to 1:30 PM Stage Program – Main Ballroom with Shannon Tarrant, Owner of Weducation by Shannon Tarrant 2:00 PM to 4:00 PM Grand Show – Main Ballroom with Jackie Lacey AIFD Sponsored by Floriology/Bloomnet 6:00 PM to 6:45 PM Cocktails – Legends Ballroom Courtyard 7:00 PM to 10:00 PM Gala Dinner and Dance – Legends Ballroom S U N D AY, J U N E 9 , 2 0 1 9 9:00 AM to 10:00 AM 10:30 AM to 11:30 AM 12:00 PM to 1:00PM 1:00 PM to 2:00 PM 2:00 PM

Stage Program – Main Ballroom with Mark Anderson Sponsored by Floristware Stage Program – Main Ballroom with Kevin Ylvisaker AIFD, CAFA Sponsored by Teleflora Brunch – Main Ballroom Stage Program – Main Ballroom with J. Keith White AIFD Sponsored by FTD Pulse Memorial Project - Design Room


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QUALITY EDUCATION: EDUCATION: QUALITY

A COMMUNITY COMMUNITY A COMMITMENT COMMITMENT Renato Cruz Sogueco

Jackie Lacey

Donald Yim

Sandy Schroeck

Anthony Swick

Lesley Bolden

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AAF, PFCI Renato Cruz Sogueco

AIFD, CFD, PFCI Jackie Lacey

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June 9-11 Certification and Competition June 9-11 Certification Jackie Lacey AAF,and AIFD,Competition CFD, PFCI Jackie Lacey AAF, AIFD, CFD, PFCI

Sept 15-17 Reinventing Everyday Designs Sept 15-17 Reinventing Donald Yim AIFD,Everyday CFD, CPFD Designs Donald Yim AIFD, CFD, CPFD

Sept 29-Oct 3 Celebrating Life Everyday Jackie Lacey AAF,Life AIFD,Everyday CFD, PFCI Sept 29-Oct 3 Celebrating

“ “

Jackie Lacey AAF, AIFD, CFD, PFCI

ACTHear NOW! or for more information about the Floriology Institute, email whatTo sign up Loved the class, classmates and Jackie Lacey is a great instructor. I learned so much in florists have first attending. I’mand sureJackie to return in the floriology@bloomnet.net ormycall (904) 737-8500 ext. 258 Hear what Loved thetime class, classmates Lacey is www.floriologyinstitute.com/register a future! great instructor. I learned so much in - Jude Hobson - Beverly Hills Florist, in Beverly Hills FL my first time attending. I’m sure to return in the future!

- Jude Hobson - Beverly Hills Florist, in Beverly Hills FL

“ “

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NOW!75 To sign up or for more information about the Floriology Institute, For moreACT than years, Napco has been increasing sales with email floriology@bloomnet.net or call (904) 737-8500 ext. 258 • www.floriologyinstitute.com/register ACT NOW! To sign up or for more information about the Floriology Institute, innovation, while aiming to put the highest quality products at your fingertips!

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Sunlighting Florida Florists Summer 2019  

Brought to you by the Florida State Florists Association

Sunlighting Florida Florists Summer 2019  

Brought to you by the Florida State Florists Association