Fleurvana Magazine Mid-July 2022

INTERACTIVE MAGAZINE / VOL 5

FLEURVANA Mid July 2022

Fleurvana

Welcome to Fleurvana Time What a whirlwind month July has been and we're only half way through!

When I'm traveling, recording, presenting & mentoring all at the same time I find it so important to keep focused on how to compound my efforts and save time.

The easiest way to compound time is to do the work once to be able to use the result twice.

When you're actively "doing" something, ask yourself if you can use the same starting point for more than one project.

This issue of Fleurvana Interactive Magazine is all about how to compound your efforts and find inspiration while saving time.

Time is a non-renewable resource. Why not use it as wisely as you can so you can still enjoy the fruits of your labor?

Welcome to The Mid-July Issue!

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EDITORIAL

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SHAWN MICHAEL FOLEY

Editor-In-Chief SHAWN MICHAEL FOLEY LLC

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KAT CASTAGNOLI

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CONTRIBUTORS Shawn Michael Foley Gina Thresher AIFD EMC Rebecca Raymond EMC Ursula Gunther CFD EMC Laurie Zelinski Kat Castagnoli AIFD CFD CCF Kris Kratt AIFD

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Index

Welcome Navigation Index

02 03 04

Our Contributors

06

Welcome new Editor 08 Kat Castagnoli Fleurvana Academy

10

Creativity Cleanup

14

Team Fleurvana Symposium Recap

16

I Just Want to Design 22

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Creating Your Content Buckets

24

Fleurvana Membership

26

About the Cover

30

Instagram

32

Photography Blooming Beyond Your Brand Workshop

34

Creative's Connection to the

40

Cosmos Interview with Kris Kratt

44

Mentorship with

48

Shawn Michael

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MEET OUR CONTRIBUTORS

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A WARM WELCOME TO OUR NEW EDITOR!

Kat Castagnoli AIFD AAF CCF Kat's Floral Design

Meet Kat: Kat Castagnoli, AIFD, CFD, CCF, is the owner and lead designer of Kat’s Floral Design, LLC, a wedding floral design studio in Huntington Beach, Calif.

She is a member of the American Institute of Floral Design (AIFD) as well as a California Certified Florist (CCF).

She is a graduate of the Goldenwest College Floral Design program and has been an award-winning floral participant, judge and instructor for the Orange County Fair.

Her design work has been featured in numerous wedding blogs and publications, including Florists’ Review Magazine, Green Wedding Shoes, Southern California Bride, Ceremony Magazine and Layers of Luxe Wedding Magazine.

WATCH KAT'S LEGACY CLASS: REGENERATING THE "WRITE" WAY

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The Fleurvana Academy

Learn on Your own Schedule & at your own pace

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Where do Fleurvana Masterclasses go when after they've been unlocked? They go to the Fleurvana Academy Vault of course!

The Vault allows you to watch all of Fleurvana's Masterclasses at your own pace and as many times as you like during the course of your membership.

You can watch on nearly any smart phone, tablet, laptop or desktop 24/7. Here are a few of our newest Masterclasses added to the vault.

New classes are added every month!

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BLENDING MIXED BOTANICALS Mentor: Brenna Quan Learn the art of blending mixed botanical media from fresh flowers to dried/preserved botanicals and make smarter economic & sustainable choices for your designs.

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BUILDING YOUR EMAIL LIST Mentor: Shawn Michael Foley Build, Grow & Sell to your Thriving Mailing List!

Whether you're just getting started or you already have a large list, this class will help you to keep your list active & buying.

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PERFECTING YOUR PACKAGING Mentor: Amanda "Bee" Bowman Incorporate Your Branding throughout your Packaging & Posies in this Amazing Masterclass with Mayesh Design Star Alumni Amanda Bowman!

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INSTAGRAM DEMYSTIFIED Mentors: Natalie Ryan & Shawn Michael Foley The True How-to guide for growing your brand on Instagram!

Natalie Just hit the 80K follower mark on her instagram account July 2022!

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THE ART OF FLORAL FREELANCING Mentor: Shamay Andrich Shamay shares her strategy for floral freelancing from getting your first job to booking your calendar full of freelancing opportunities!

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VALENTINE'S DAY PREP Mentor: Patience Pickner Learn to Order, Design, & Sell Smarter for Valentine's Day!

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CALM & COZY ON CAMERA Mentor: Shawn Michael Foley Overcome the 5 most common fears of being on camera with Mayesh Design Star Alumni & Fleurvana Founder Shawn Michael Foley.

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THE ART OF WIRE, TAPE, & GLUE Mentors: Rebecca Raymond & Shawn Michael Foley Rebecca & Shawn take you on an expansive journey through the art of wiring, taping & gluing flowers for nearly any floral need.

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WOODLAND WREATHS Mentor: Shawn Michael Foley Use the natural beauty of branches, pods, nuts, berries, pinecones and foliage to create stunning woodland styled wreaths and designs.

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Fleurvana

The Creativity Cleanup Masterclass Unlocks July 20th!

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Brenna's Legacy Classes:

Shawn Michael Foley Fleurvana Founder, Floral Artist & Mentor

Testimonial I'm in my 50s, run my own studio, have a heavy freelancing schedule, and I was still able to implement this immediately!"

"So if you think you're too old to learn from Shawn, think again! My

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productivity has never been better!"

Sue Weisser The Floral Studio Reading, PA

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AT AIFD ROOTS - NATIONAL SYMPOSIUM Page 16

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WHAT IS THE BIGGEST THING HOLDING FLORISTS BACK WITH TECH & SOCIAL MEDIA? We polled members of Symposium the week prior to our presentation asking "What do you feel is holding you back with social media?". The overwhelming answer was, time.

Time is the most precious nonrenewable resource we have. Because we don't know how much of it we have to start with, it makes the feeling of wasting time even scarier. The real reason hiding behind time, is fear.

Shawn Michael Foley

In my experience, when it comes to social media/career, fear falls into three main categories.

Fear #1: The fear of being seen.

This is where you experience imposter syndrome, inferiority & where you're afraid to let people see who you truly are.

Fear #2: The fear of NOT being seen.

This is when you do the work, you promote the class, you show up and do something and you feel no one cares.

Fear #3: The Fear of the Unknown This is your umbrella fear of not having the knowledge of "how to".

OVERCOME FEAR WITH PRACTICE & STRATEGY You have likely heard the phrase that practice makes perfect. Fleurvana has changed this phrase to be more practical. "Practice builds confidence."

The only way to get over the fear of the unknown is to practice the things that scare you.

When it comes to social media, having a strategy for creating your content provides a much needed life jacket to help keep you afloat.

Gina's method for creating a social media strategy easily divides your content creation into six different categories. These categories are called your content buckets.

Use this method to come up with ideas, repurpose content you already have, and create a schedule moving forward to fill in the gaps in your marketing.

YOUR CONTENT BUCKETS: 1: Educational 2: Sales & Promotion 3: Personal & Timely 4: Behind the Scenes 5: Social Proof & Testimonials 6: Authority & Expertise Remember the 80/20 Split. You want no more than 20% of your content to be about sales and promotions. The other 80% you will fill with content from your other 5 buckets.

Tip: It's about progress, not perfection!

Gina Thresher

THE "LITTLE OLD FLORIST THAT COULD" Rebecca started her series "Tuesdays at Ten" during the height of the pandemic. Every Tuesday at 10 am PST Rebecca goes live on Instagram with tips, tricks, techniques, design advice, and encouragement for her mentees & followers.

Rebecca, self-admittedly, has an oil and water relationship with technology. She proudly shares with designers of all ages that if she can do it, you can do it.

Age has nothing to do with your ability to shine!

Rebecca Raymond

WATCH REBECCA'S BLOOPERS FROM HER FIRST YEAR OF DOING TUESDAYS AT TEN:

STAYING RELEVANT & BUILDING TRUST Clients want to feel a connection with you and your business. When they're sending flowers they are trusting you to style a representation of their mood or emotion.

During the connection & sales process it is crucial to make ordering from you as easy as possible. The fewer clicks between you and your clients the better. This is where you really need to lean in and embrace change. Staying the same sooner or later renders you irrelevant.

Ursula Gunther

BUILDING TRUST: Trust is built slowly over time and it is a give and take. You must be authentic in who you are and what you do. Your communication needs to be clear with your clients, staff, and suppliers. The biggest distance between two people is a misunderstanding.

Follow through with what you say you're going to do for people. Deliver amazing designs and experiment with fun products. Doing all of these things will build your clients' trust in you and strengthen your brand for years to come.

F.E.A.R HAS TWO MEANINGS ‘Forget Everything And Run’ or ‘Face Everything And Rise.’

The choice is yours.

– Zig Ziglar

Fleurvana

I JUST WANT TO DESIGN It's time to get excited about your designs again! Does your design business just feel like an obligation?

Do you roll your eyes or cringe whenever you have to design for your clients?

If you're like many creative entrepreneurs you probably feel like the artistry you loved has become just another stressor, like you’ve lost your passion for your art and your designs are repetitive and boring. You may even wonder if design is still right for you or if it’s time to call it quits before you get trapped.

Well think again!

Shawn Michael Foley Fleurvana Founder, Author & Mentor

Order Your Print Copy You can fall in love with your design business all over again! In this book, author, designer and life coach, Shawn Michael Foley AIFD, PFCI teaches you everything you need to know to stop feeling trapped and thrive creatively so you can get your career back on track.

Through Shawn's A.R.T.I.S.T.I.C. Journey, you will learn how to:- Reconnect with your creative flow in 8 easy steps- Handle and sidestep your stress and frustrations to boost your productivity- Stay on track with your creative goals and ideasRemember what excites you about design- Rekindle the love for your work and for your business.

Order your copy and relight your spark for your design business!

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Download Your Free Digital Copy!

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Creating Your Content Buckets Legacy Series: Replay

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Gina Thresher AIFD EMC Owner of From the Ground Up Floral & Media

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Fleurvana Membership!

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Fleurvana Membership Full Access to the Masterclass Vault Watch anywhere at anytime from nearly any device.

You will have immediate access to the entire Fleurvana Masterclass Vault! ($776 Value) New Monthly Masterclasses Every month we will feature a brand new Virtual Masterclass! Join us Live during the Class and be part of the conversation or watch later when it's best for your schedule! ($1,164 Value) The Entire Legacy Library The Legacy Series highlights our most impactful sessions, lessons & classes from our Three Original Fleurvana Summits. ($385 Value)

Membership Perks Special Pricing & Discounts for Fleurvana Workshops, Retreats & Special Offers Commissions Become a Fleurvana Affiliate and receive a commission for every new member who signs up under your recommendation!

Monthly Community Mentorship Calls Group Mentorship call hosted by Fleurvana Founder Shawn Michael Foley AIFD PFCI ($1,332 Value) Private Facebook Community If one of us wins, we all win!

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URSULA GUNTHER EMC OWNER OF FLEURS D.C.

This was a piece I created for the "Blooming Beyond Your Brand" Workshop at the AIFD Roots 2022 Symposium. I love working with black and darker tones with punches of delicious color.

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Instagram Photography For Florists Legacy Series: Replay

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Ursula Gunther CFD EMC Owner of Fleurs D.C.

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TEAM FLEURVANA WORKSHOP ~ RECAP

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SESSION NOTES: BRANDING VS NICHING: Your brand is who you are, what you stand for, & your overall energy/vibe. Your niche is what you offer under your brand.

CREATING YOUR STRATEGY WITH CONTENT BUCKETS Watch Gina's Legacy Class to see her full strategy!

You as the entrepreneur are the embodiment of your brand. Your face, personality, likes & dislikes all play a part in an authentic brand. Lean into who you really are and your brand will start to attract the clients you love to work with.

To find your niche (or niches) you want to lean into what you love to do. If you really enjoy doing weddings but don't like designing sympathy work, just focus on weddings while aligning your brand with your specialties.

Watch Full Class!

If something comes naturally easy to you and you also enjoy doing it, that is a super power! Your super powers are key to finding your niche!

THE LONGER YOU WAIT THE HARDER IT WILL BE Yes tech is ever-changing but the longer you wait to familiarize yourself with it the harder it will be.

INSTAGRAM PHOTOGRAPHY Watch Ursula's Legacy Class to see her techniques for better photography by using your smartphone!

You don't have to be a pro at every platform to be successful. Focus on one social media platform at a time to build your confidence and learn its navigation. Once you feel confident with one then work on learning the next one.

It's important to be on the platforms where you have the most success connecting with your clients. For some that is still Facebook. For many it is Instagram & TikTok. Creating new content and repurposing older content can be very overwhelming. Using a Strategy can help your creative mind to sort your content easier so you can compound your efforts!

Watch Full Class!

Download The Free Workbook!

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Greetings!

Hi, my name is Laurie Zelinski, astrologer, and wellbeing mentor. Coming to you today with the July edition of The Creative's Connection to the Cosmos. This monthly column is a specially curated for Flervana magazine and floral creatives.

In this edition, I'm going to talk to you briefly about two energetic shifts that are going to be coming in the next few weeks.

The first thing I want to talk about is the sun's movement from Cancer to Leo which occurs on Friday July 22nd.

This energetic shift is one that really is felt by the collective regardless of whether you have your sun sign in Cancer or Leo.

First let’s talk about Cancer.

Cancer is a water sign that is introverted and introspective, more of a yin or receptive energy. Cancer is ruled by the moon which represents emotions and emotional security. However, it is also a cardinal sign (along with Aries, Libra, and Capricorn). The cardinal signs in astrology are the initiators of the Zodiac, they get things moving and are catalysts for change.

So that's where we've been in terms of the energy of the Sun from June 21st through July 22nd.

With the sun moving into Leo, we're going from that introspective yin energy into a yang, exuberant energy. Leo is ruled by the sun, our solar system’s luminary that gives life to all things on planet earth.

Leo is extroverted and doesn't mind being seen, in fact Leo’s love to be seen and are highly creative. Leo is also a fixed sign (along with Taurus, Scorpio, and Aquarius).

I’m not saying this is bad or good, because planetary energies can be expressed in a number of ways depending on our awareness and how we choose to use them.

The fixed signs provide the fuel to keep what brought to form by the Cardinal signs on track they basically execute the plan.

Let me illustrate what I mean with a story. You may have heard this tale told another way but I'm going to respectfully tell it as was relayed to me by one of my teachers.

Hopefully this gives you some context as to the change in energies that you may feel when the sun changes signs coming up on July 22nd.

The next thing I want to touch on is an aspect that occurs exact on August 1st, but we are already beginning to feel and will linger through the middle of August.

This is Mars conjunct Uranus.

This is probably one of the most powerful transits of 2022: Mars the warrior coming together with Uranus the bringer of change.

One day a Cherokee chief was walking in the woods with his grandson, and he said, “My dear grandson there is a terrible war going on inside of me between two wolves. One wolf is anger, hate, prejudice, and deceit. The other wolf is love, joy, inclusiveness, beauty, and truth.”

The grandson stopped walking, turned to his grandfather, and said, “Grandfather, which wolf will win?”

The grandfather replied, “The one you feed.”

This conjunction of Mars and Uranus can be intense, kind of like this battle between 2 wolves described by the Cherokee Chief.

The energy is not only swirling inside of us, but also outside in the collective consciousness. As artists and creatives putting your work out into the world you have a unique opportunity to harness and use this big energy to for love, joy, and beauty.

Laurie Zelinski

The world certainly needs it.

Which wolf will you feed?

Astrologer & Wellness Mentor

Until next time, keep reaching for the stars!

- Laurie

Learn More Learn More with Laurie

INTERVIEW KRIS KRATT AIFD I had the honor of having a quick interview with floral artist Kris Kratt. In this interview we chat about how she got her start in floristry, where she finds inspiration, and where she sees the industry going!

Shawn Michael Foley

About Kris: Kristine was born and raised amongst the beaches and forests of Northern California.

Some of her earliest memories are of flowers, their scent, and of their connection with people.

At age 16, her first job at a flower shop set her on a creative path, and never in her wildest dreams did she imagine where flowers would take her through life as a designer.

Kris has had many accomplishments in the floral industry, including multiple awards for displays at the Philadelphia Flower Show and works in floral industry publications. Her current world consists of floral art installations, stage presentations, magazine publications, large scale event design and product development. She travels nationally and internationally continually sharing and always learning.

Kris believes floral design is about bringing people and flowers together. She met her husband and all of her very best friends through flowers: true proof that flowers bring happiness and connect human beings in a very special way.

Kris believes “Flowers are a natural occurrence that surround us every day, but they can have great influence on the human mind and soul based on how we choose to share them.”

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Kris Kratt AIFD Floral Artist, Product Developer & Educator

WHO AM I? I HAVEN'T RE-INTRODUCED MYSELF IN THE COACHING & MENTORSHIP ARENA IN A LONG TIME. I'M SHAWN MICHAEL FOLEY AND I HELP FLORISTS & CREATIVE ENTREPRENEURS GET UNSTUCK IN THEIR LIVES & CAREERS. I'VE HAD THE HONOR OF COACHING & MENTORING SO MANY AMAZING PEOPLE OVER THE PAST 4 YEARS.

WHAT IS MY METHOD? I DON'T USE COOKIE CUTTER FORMULAS OR CRUNCH NUMBERS. I HELP YOU TO FIND YOUR SUPERPOWERS OF CREATIVITY & GUIDE YOU THROUGH A SIMPLE CATALYST PROCESS TO ALLOW YOURSELF TO SHINE AS YOU ARE MEANT TO SHINE!

HOW DO YOU WORK WITH ME? #1 WITH YOUR FLEURVANA MEMBERSHIP: I HOST A MONTHLY GROUP MENTORSHIP CALL WHERE YOU CAN ASK ME NEARLY ANYTHING

#2 SELF STUDY THROUGH THE CATALYST PROGRAM: TRANSFORM WITH THIS GUIDED PROGRAM OF MY BEST TECHNIQUES AND GO AT YOUR OWN FLOW.

#3 WORK WITH ME ONE-ON-ONE: PRIVATE MENTORSHIP & COACHING WHERE WE EXPERIENCE DEEP TRANSFORMATION ON A SOUL LEVEL.

WWW.SHAWNMICHAELFOLEY.COM Page 48

Testimonial

Shawn's Catalyst

Program is like having him walk alongside you like an old friend!

The ingredients of this program are truly a magical recipe for success!

Shawn Michael Foley Fleurvana Founder, Floral Artist

Lynda O'Hara Lavender Blue Floral: Des Moines, IA

& Mentor

Testimonial All I can say is just lean in and trust the process... ... it freakin' works!

Ursula Gunther Fleurs D.C. Washington D.C.

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MID-JULY 2022

When the Student is ready...

THE TEACHER WILL APPEAR

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