MERCURY MESSENGER A NEWSLETTER FOR FTD MEMBER FLORISTS
GROW STRONGER WITH FTD Q3 2026 NEWSLETTER
MERCURY MESSENGER
Q3 2026 NEWSLETTER
CAPTURE MORE LOCAL ORDERS WITH MERCURY ONLINE Imagine a website that doesn’t just sit out there waiting to be discovered but actively hunts down local orders for your shop. That is exactly what Mercury Online delivers. Built on the world-class power of Shopify, Mercury Online is a top-tier e-commerce platform designed with a single focus: scaling your local floral business. Behind the scenes, our dedicated florist e-commerce team does the heavy lifting to drive high-intent local traffic straight to your checkout: • Optimizing AI Chat & Generative Search: Consumer shopping habits have undergone a massive shift—nearly 60% of shoppers now use AI tools to research and make purchasing decisions, and over 35% of consumers turn directly to AI assistants to find local businesses and gift recommendations. While most local shops are invisible to these new search engines, we optimize your site’s structured data and architecture so AI engines, like ChatGPT and Google Gemini, recommend your shop first.
• Boosting Local SEO: We fine-tune highconverting local search terms tailored specifically to your delivery zones and community landmarks, ensuring you appear front and center the moment nearby customers are ready to order. • Creating Fresh Local Content: Search engines prioritize active, authoritative websites. We build out engaging, localized content that keeps your brand relevant, trusted, and prominently ranked. While you focus on designing arrangements and fulfilling orders, Mercury Online ensures modern shoppers find you first—whether they’re searching on Google or asking an AI assistant for the best florist in town. Ready to see how Mercury Online can grow your local order volume in time for the holidays?
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IN MEMORIAM
C E L E B R AT I N G M I L E ST O N E S Our florist members are the foundation of FTD, and we’re thrilled to celebrate the incredible milestones of those reaching significant member anniversaries in July, August or September 2026. These achievements reflect years of passion, hard work, and artistry, making each florist a valued part of our community. We’re honored to have you in the FTD network! 114 YEARS
Imlay Florists Inc – Zanesfille, OH 113 YEARS
Haentze Floral Company – Fond Du Lac, WI Charleston Cut Flower Company – Charleston, WV FTD is sad to announce the sudden loss of Tom Moeller, the President of Florist Partnerships and Operations, on July 26. Tom dedicated more than 15 years to supporting florists, building meaningful relationships, and strengthening the floral industry through thoughtful leadership. He became known not only for his strategic vision but for his ability to connect with people and inspire those around him. His legacy lives on through the countless friendships he built and the positive impact he had on florist members, colleagues, and the floral community. After beginning his career in consumer-packaged goods with Nabisco, Schering Plough, and the William Wrigley Jr. Company, Tom joined FTD in 2010. He led the company’s Florist Division for 11 years before taking a break for a consulting role with Passion Roses, returning to FTD in 2023. Throughout his tenure, Tom focused on strengthening relationships with florist members and improving the value and support FTD provided to its network. “Tom dedicated more than 15 years to the floral industry, joining FTD in 2010 and serving in a variety of leadership roles throughout his career,” said Mike Chapin, Chief Executive Officer of FTD. “He was a passionate and inspiring leader whose energy, optimism, and commitment to success left a lasting impact on FTD and our florist members. He will be missed not only for his professional contributions, but also for the relationships he built and the positive influence he had on colleagues, florist members, and everyone who had the privilege of working with him.” You can honor Tom’s memory with a donation to the Tom Moeller Memorial Tribute, benefitting the FTD fund, through the American Floral Endowment. D O N AT E H E R E
107 YEARS
Welkes House Of Roses & Flowers – Milwaukee, WI 106 YEARS
Roth Florist – Lafayette, IN 103 YEARS
Caines Flowers – Barberton, OH Woodman’s Florist, LLC – Milford, NH 101 YEARS
Knaup Floral Inc – Cape Girardeau, MO Jacobsen’s Flowers Inc – Waterford, MI 70 YEARS
Chez Rose Fleuriste – Gatineau, Quebec Canada York Flowers, Inc – Washington, DC 60 YEARS
Carlone’s Florist – Portsmouth, RI Mulhearn Flowers LLC – West Monroe, LA Watson’s Flowers and Gifts – West Helena, AR 50 YEARS
Flowers By Bauers & Greenhouse – Jarrettsville, MD Fleuriste Fernande Florist Inc. – Lemoyne, Quebec Canada Waukesha Floral & Greenhouses Inc – Waukesha, WI Rao’s Mattydale Flower Shop Inc – Syracuse, NY Grand Florist – Glendora, CA Koch Florist and Gifts LLC – Middletown, NJ Amelia Florist and Gifts – Amelia, OH
VIEW ANNIVERSARIES
GROWING STRONGER WITH FTD FTD sent over 1,100 annual recognition plaques to FTD Member Florists celebrating their partnership in 2025 and major anniversaries in 2026.
MEET YOUR TEAM
DeMuth Florist in Connellsville, PA is celebrating 107 years of membership with FTD in 2026 and is the 5th oldest florist in the U.S. Owners Mike and Deb Lenigro welcomed FTD VP of Sales Wendy McGoff (right) to their shop to learn more about their history. The shop has been a member since 1919.
FTD is thrilled to celebrate a remarkable employee anniversary milestone. Event Marketing Specialist Janet Justus is marking 30 years with FTD in September. Janet started her career at FTD at the Southfield, MI office and is the only employee remaining at the company who transferred to Illinois when the company moved its headquarters.
Terri Clark of Devine Orchid Florist in Hamden, CT was recognized as a Top 250 Partner with FTD. The shop has been a member since 2014.
Janet has spent the past three decades serving florists, managing the FTD Education Team and connecting with industry associations. Whether she is seamlessly coordinating our participation in major floral trade shows or organizing essential continuing education for florists, Janet’s work empowers and connects floral professionals. Her longevity and success come down to what she does best: pairing deep industry expertise with an extraordinary gift for relationship-building. Over the last 30 years, Janet has become a trusted partner, mentor, and friend to countless florists, vendors, and colleagues across the floral community. Congratulations, Janet!
FTD National VP of Sales Matt McAnany visited with Washington Florist in Newark, NJ. The shop is celebrating 120 years in business and 107 years as an FTD member. The shop has been a member since 1919.
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The John A. Valentine Founder Award honors outstanding achievement in the floral industry and meaningful civic and charitable service.
Congratulations to Chris Alderete of The Rose Boutique, located in San Antonio, TX, whose commitment to excellence, exceptional customer service, and dedication to her community make her a deserving recipient. From her continuing the legacy of a beloved local flower shop and supporting churches and senior citizens through floral programs to her leadership as Board Chair of Port San Antonio, Chris exemplifies the integrity, perseverance, and community spirit that this award celebrates.
I M P R OV E YO U R P R O F I TA B I L I T Y We are adding more and more products to FTD Marketplace’s collection of big deals. The Big Deal is a permanent shift in how we price everyday essentials. With savings of up to 30% off, we are working with suppliers to get you the best everyday low prices on the items you use the most in your shop. • Glassware • Baskets • Floral Foam
Chris will receive an instore consultation with FTD Education Consultant J. Keith White AIFD as her prize.
FTD’s Everyone “Likes” a Parade Sweepstakes will run from September 21 – October 12! One lucky FTD Florist will have the chance to win an unforgettable trip for two to the Rose Parade and Rose Bowl Game in Pasadena. Check your email or @MercuryNetwork on Facebook on September 21 to learn how to enter!
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YOUR CHANCE TO ENTER TO WIN A T R I P T O T H E R O S E PA R A D E ® IS COMING SOON!
The 2024 Everyone “Likes” a Parade sweepstakes winner Tanya Stanislaw and her husband Andy from Chet and Leona’s Floral Shop in Milwaukee during a behind-thescenes tour of the official parade vehicles decorated by FTD.
• Chocolates • Flower Food SHOP NOW
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J O H N A . VA L E N T I N E F O U N D E R AWARD WINNER NAMED
2026 INTERN WITH IAN WINNER ANNOUNCED
Congratulations to Jessalynn Morgan of Floratechnics, located in Bowmanville, ON, Canada, for being selected as an intern for a weekend working side-by-side with floral design icon Ian Prosser AIFD on stunning luxury weddings and events in October. Stay tuned for a recap of Jessalynn’s internship experience.
F T D C O N N E C TS W I T H F L O R I STS AT C E L E B R AT I N G A L E GACY T H AT S PA N S T H E G L O B E
FTD was proud to be the Gold Sponsor of SAF’s 141st Annual With nearly 500 florists, wholesalers, growers and other supp connecting and networking with florists about technology an
After 36 years with the FTD Education Team, Deborah De La Flor AIFD is retiring, leaving an extraordinary mark on the floral industry in the U.S. and around the world. As an FTD Education Consultant, she has presented countless mainstage design programs, business webinars, and online design shows, sharing her expertise and passion for the industry. Representing FTD internationally, Deborah served as a judge at the 2015 and 2019 Interflora World Cups and the 2018 and 2022 FTD America’s Cups. We thank Deborah for her decades of expertise, leadership, and inspiration, and wish her all the best. Deborah and her husband, Gus, own and operate De La Flor Florist & Gardens in Cooper City, FL.
U P C O M I N G F R E E E D U CAT I O N T O HELP FLORISTS GROW STRONGER T U E S D AY, S E P T E M B E R 2 2 @ 4 : 0 0 P M E T
B U I L D I N G C O M M U N I T Y, GROWING BUSINESS
Presented by Eileen Weber, AAF, PFCI,
Crystal Nash (left), FTD VP of Technology Sales, Emily Bucholz, FTD Sr. Director of Marketing Communications, Tina Coker AIFD of Designs of the Times in Melbourne, FL and Wendy McGoff, FTD VP of Sales, connect after Tina presented “Flower Recipe Rescue” in the Experience Zone sponsored by FTD
WE’RE HERE TO ASSIST YOU Our Member Services support team is available to assist you with questions about your account, statement payments and more. You can reach all our customer support teams by calling 800.788.9000. MEMBER SERVICES Monday thru Friday from 7:30 am – 6:30 pm CT MERCURY SUPPORT Monday thru Friday from 7:30 am – 6:30 pm CT Saturday from 7:30 am – 4:00 pm CT MARKETPLACE & FLOWER EXCHANGE Monday thru Friday from 8:00 am – 5:00 pm CT CREDIT CARD PROCESSING Monday thru Friday from 7:30 am – 6:30 pm CT
Vice President, Lake Forest Flowers REGISTER
FTD VP of Sales We Lilliam and Francisco San Juan, Puerto Ric
C O N TAC T U S
SAF’S CONVENTION
l Convention in Amelia Island, FL in August. pliers in attendance, the FTD team had a great time d other ways we can help them grow stronger.
endy McGoff (left) welcomed o Andino of D’Flor Flowers in co to the convention.
Margaret Fleegal (left) of Twinbrook Floral Design in Chantilly, VA and Shelly Hagan (right) of Jacksonville Flower Market in Jacksonville, FL visited with FTD VP of Sales Wendy McGoff at the FTD booth in the Supplier Expo.
Nikki (center) and Maci Lemler of Welke’s Milwaukee Florist in Milwaukee, WI chat with FTD Sr. Director of Marketing Communications Emily Bucholz (left). Welke’s is celebrating 125 years in business and 107 years as an FTD member in 2026
WE WANT TO SHARE YOUR STORY As an FTD Florist, we know you have unique stories, and we want to share them! Whether you’re a multi-generational business, new to the industry, or have an interesting location or way of doing business, we want to hear it. Complete the survey and we will follow up if we have any questions. TELL US YOUR STORY
FLORIST SPOTLIGHT: DESIGNS BY TTOC FLORAL
FTD: What are some of the unique challenges and rewards of being a local florist? Toni: One of the greatest challenges is that people often see the beauty of the finished arrangement but do not see all the work that happens behind the scenes. Being a florist means balancing fresh product, availability, staffing, deliveries, customer expectations, changing trends, event logistics, production schedules, and sometimes very emotional situations—all while maintaining creativity and quality. At the same time, that is also what makes this industry so rewarding.
Toni Jones (center) and her daughters Shantara Strickland (right) and Noel Raston (left) operate Designs by TTOC Floral and CM Productions ATL.
Designs by TTOC Floral in Atlanta, GA is a familyowned and operated full-service florist in business for over 30 years. FTD spoke with Toni Jones about how the business has evolved and her daughters’ roles helping it grow.
Flowers help us be present for some of the most important moments in people’s lives. We celebrate birthdays, weddings, anniversaries, new babies, corporate milestones, and other joyful occasions. We are also trusted to provide comfort during times of loss and to create final floral tributes for a loved one. There are very few businesses that are invited into so many chapters of a family’s life.
FTD: Tell us about your business and how you got started in the floral industry. Toni: My journey in the floral industry began more than 30 years ago, driven by a love of flowers, creativity, and a passion for creating beautiful experiences for people. My first business, Toni’s Touch of Class, eventually evolved into Designs by TTOC Floral. What began as my personal journey has grown into a family business. Today, we operate Designs by TTOC Floral, which focuses on everyday floral and the important moments in our customers’ lives, and CM Production ATL, our wedding, corporate event, floral décor, rental, and event production company. My daughters, Shantara Strickland and Noel Raston, are now part of that journey. One has worked alongside me for more than seven years, while the other joined the company after working in corporate America, bringing her business experience and a fresh perspective to what we were building. Watching something I started more than three decades ago evolve into something my daughters are helping me grow has become one of the most rewarding parts of my career.
Designs by TTOC Floral offers wine & design workshops to create an in-store experience for their customers.
FTD: What is a particularly memorable or meaningful experience you’ve had with a customer? Toni: Some of my most meaningful experiences are not necessarily a single event but the families we have had the privilege of serving across generations. We may begin by creating flowers for someone’s birthday or anniversary. Years later, we may design their child’s wedding. Later, we may be called again for another family celebration or, at times, to create a memorial tribute for someone we have come to know. There is something deeply meaningful about realizing
that a family has trusted you with their most important moments for many years. When customers return and say, “You did my mother’s flowers,” “You did my wedding,” or “Our family has always used you,” it means more to me than just completing another order. It reminds me that we are building relationships and becoming part of people’s stories. FTD: How do you maintain a personal touch and build relationships with customers in your community? Toni: We try to treat people like family members. Even as our businesses have grown, personal service remains extremely important to us. We listen to our customers, ask questions, learn what matters to them, and try to understand the story behind what they ask us to create. For weddings and events, that means taking the time to understand the client’s vision rather than simply selling them flowers. For everyday floral customers, it can mean remembering their preferences, understanding the occasion, or simply giving them the extra attention they need. I believe people remember how you made them feel. Beautiful flowers may bring someone through the door, but relationships bring them back. FTD: What advice would you give to someone looking to start a career in the floral industry? Toni: Stay curious, master your fundamentals, keep learning, and care about your work. Do not become so focused on trends that you neglect the fundamentals of floral design. Trends will change. Techniques will change. Technology will change. But understanding good design, mechanics, color, proportion, product, and customer service will always matter. I would also tell someone entering this industry that being talented and building a successful business are two different things. As you grow, you have to learn business, leadership, pricing, systems, staffing, profitability, and how to adapt. Longevity requires being willing to change without losing the foundation of who you are. More than 30 years later, I am still learning. FTD: What led you to become a member of the FTD network?
CM Productions ATL is the wedding, corporate event, floral and event production company operated by the Designs by TTOC Floral team.
Toni: My connection to FTD dates back to 1999. I wanted to connect with the larger floral industry and with other professionals who understood the unique opportunities and challenges of our business. Over the years, I have continued to value the professional connections, education, industry resources, and opportunities that come with being part of a larger floral community. The floral industry is constantly evolving, and I believe staying connected to organizations and professionals outside your own shop helps you keep learning, growing, and looking beyond what you already know. FTD: Tell us anything else of interest about your business. Toni: We are a proud women-owned, family-run business, and our story today is about much more than flowers. Through Designs by TTOC Floral and CM Production ATL, we serve clients with everything from everyday floral arrangements to weddings, corporate events, large-scale floral installations, décor, rentals, and full event production. Education and mentorship have also become an important part of my journey. Through Behind the Bouquet Academy and TeacHER 2 B FAB, I have been able to take what I have learned throughout my career and pour it back into others. After more than 30 years, I think differently about success than I did when I started. In the beginning, I was building a business. Today, I realize I am also building a legacy. Having my daughters work alongside me makes that legacy especially meaningful. My hope is that what we are building will endure beyond me and that our family will continue to create beautiful experiences, serve our community, mentor others, and contribute to the floral industry for generations to come.
ON THE ROAD WITH FTD
FTD is proud to sponsor industry events that promote education and networking for florists. Various members of the FTD team hit the road over the summer attending events around the U.S.
FTD was proud to sponsor FTD Education Consultant J. Keith White AIFD at the Texas Floral Expo, where he unveiled the American Floral Trends® 2027–2028 and introduced the latest color palettes shaping the future of floral design. FTD Education Consultant J. Keith White AIFD presented practical design strategies to help florists at the Florida State Florists’ Association Convention in June. He was also honored with the FSFA Lifetime Achievement Award for his outstanding contributions to the floral industry.
FTD Field Account Manager Edgar Delagarza congratulated Claudia Mendez of Fresh Flowers Orlando in Orlando, FL, for being the winner of a rose combo box from FTD Flower Exchange. Visitors to FTD’s booth at the WesTexas New Mexico Florist Association Convention trade fair entered to win a LEGO Botanicals set or a rose combo box from FTD Flower Exchange. Carley Abell of Abell Flower Shop in Abernathy, TX won the LEGO set.
FTD was honored to sponsor “Starflower: Designing for Life Beyond Earth” at the 2026 American Institute of Floral Designers Symposium. This spectacular main stage program was led by Joyce Mason-Monheim AIFD and included FTD Education Consultant Deborah De La Flor AIFD, Julie Poeltler AIFD, Jeanne Ha AIFD, Christina Ignatius AIFD, and Lori Gordon CFD.
Chris Alderete of The Rose Boutique in San Antonio, TX stopped by FTD’s table at the Texas Floral Expo in June to visit with FTD Technology Specialist Michael Whitley.
FTD Education Consultant Randy Wooten AIFD presented ways to reimagine sympathy flowers as a meaningful part of life’s celebrations at the WesTexas New Mexico Florist Association Convention in August.