MERCURY MESSENGER
MERCURY MESSENGER
Q3 2025 NEWSLETTER
SAYING IT WITH FLOWERS FOR 115 YEARS
For over a century, FTD’s florist network has been the trusted name behind life’s most meaningful moments. Founded in August 1910 by a collective of 10 visionary florists at a Society of American Florists Convention, FTD revolutionized the floral industry by using the telegraph to connect people through flowers.
From birthdays to just because, new beginnings to heartfelt good-byes, FTD Florists have always been there. Today, our network remains strong, delivering hand-crafted arrangements full of beauty, connection, and care.
Thank you for being a part of our storied history.
CELEBRATING MILESTONES
Our florist members are the foundation of FTD, and we’re thrilled to celebrate the incredible milestones of those reaching significant member anniversaries this quarter. 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!
Special mention this quarter goes to Jacobsen’s Flowers in Waterford, MI and Knaup Floral Inc in Cape Girardeau, MO for celebrating 100 years as FTD Florist Members.
VIEW ANNIVERSARIES
FTD MEMBER AWARD WINNERS ANNOUNCED
In celebration of FTD’s 115th anniversary on August 18, we are thrilled to announce the winners of the Member Awards. These awards celebrate FTD Florists for their involvement and service in the industry and innovative marketing ideas.
FTD John A. Valentine Award
For outstanding achievement in the floral industry
Winner: Erin Fletcher, Vine & Ivy Flowers in Suffield, CT FTD Member since 2018
FTD Industry Service Award
For service in and out of the shop to serve the floral industry
Winner: Eileen Weber, Lake Forest Flowers & Greenhouse in Lake Forest, IL FTD Member since 1981
FTD Marketing Award
For innovation in marketing and business development
Hnorable Mention: Lisa Shore, Bella’s Floral & Designs in Wilkesboro, NC FTD Member since 2019
SAF CONVENTION: WHERE IT ALL BEGAN
The FTD Team recently participated as a Gold Level sponsor at the 140th Annual Society of American Florists (SAF) Convention in Phoenix, AZ, this August. This year’s convention was particularly significant as it marked the 115th anniversary of FTD’s founding. FTD was established on August 18, 1910, by 10 visionary florists, led by founder John A. Valentine, at the 25th Annual SAF Convention in Rochester, NY.
NFL legend Merlin Olsen
GROWING STRONGER WITH FTD
The team at Coatesville Flower Shop in Coatesville, PA proudly smiles for receiving their Top 100 Sender recognition plaque. The shop has been a member since 2005.
FTD Vice President of Sales Wendy McGoff (left) presented Sally Jablonski of Herbert E. Berg Florist in Worcester, MA with a 75-year anniversary and a Top 500 Partner recognition plaque. The shop has been a member since 1950.
Pat’s Florist in Richmond, VA celebrates receiving a Top 100 Partner recognition plaque. The shop has been a member since 2001.
Anton Engelmann from Town & Country Gardens in Elgin, IL displays the shop’s Top 100 Sender recognition. The shop has been a member since 1972.
The Vogel’s Flowers & Tuxedo Rentals team, located in Waldorf, MD, received a Top 250 Partner recognition plaque. The shop has been a member since 1996.
FTD is pleased to announce that Crystal Nash has been promoted to Technology Sales Vice President. With over 17 years of dedicated service to FTD and member florists, Crystal brings a wealth of experience and knowledge to this leadership role. Most recently, as a Technology Sales Specialist she worked closely with members showcasing the power of our newest Mercury platforms. You can reach Crystal at cnash@ftdi.com.
We’re thrilled to recognize three longserving members of our Member Services customer support team on their recent FTD anniversaries:
• Dave Urbanowicz, Manager of Member Services, celebrating 25 years.
• Cathy Sinkus, Director of Member Services, with 24 years of service.
• David Presson, Senior Manager of Technology Support, marking 17 years.
These three leaders—Cathy, Dave, and David—are wholly dedicated to empowering our member florists and guiding their teams in daily support and technology solutions. We extend our sincere gratitude for their years of outstanding contributions!
WE’RE LOOKING FOR FLORISTS LIKE YOU
If you know a quality florist who would be a good fit for the FTD network, you could earn $150! When you recommend a florist to join FTD and once they become an official member, you will receive a credit on your statement as a token of thanks!
If you have any questions, reach out to your Field Account Manager.
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
TUESDAY, SEPT 30 @ 4:00PM ET
EFFECTIVE MARKETING STRATEGIES TO BOOST YOUR BUSINESS
Presented by Ann Jordan AIFD, FTD Education Consultant REGISTER
WEDNESDAY, OCT 22 @ 4:00PM ET A FESTIVE HOLIDAY: INFUSING CHRISTMAS WITH AMERICAN FLORAL TRENDS® 2025-2026
Presented by Keith White AIFD, FTD Education Consultant REGISTER
FLORIST SPOTLIGHT:
E. BERG FLORIST INC.
Herbert E. Berg Florist Inc. has proudly served the Worcester, MA community since 1935. FTD recently spoke with current owner Sally Jablonski CFD about the 90-yearold florist and its rich history.
FTD: Tell us about your business and how you got started in the floral industry.
Sally: I grew up in Millbury, MA, with a greenhouse business right across the street from my home. After school, I’d run over to help carry plants to customer cars, and later, I’d assist them in planning their gardens. Flowers always resonated with me, so I attended the Stockbridge School of Agriculture at UMass Amherst and took my first floral design class at age 18. I earned a bachelor’s degree in Plant and Soil Science.
When I graduated, Mr. Berg was looking for someone to take over his business. I had a plant background, some floral design experience, and half Swedish ancestry. Quinsigamond Village, where the business is located, was known as “Little Sweden,” so it felt like a perfect fit. I worked with him for 10 years and have owned the business for the past 30 years. We’re celebrating 90 years in business and 75 years of membership with FTD! Thank you for the partnership!
FTD: What are some of the unique challenges and rewards of being a local florist?
Sally: A unique challenge is keeping the business fresh and new amidst the ever-changing internet landscape. Also, keeping up with technology can be a hurdle—there were no computers when I attended college! When this business started in 1935, we were getting Western Union telegraphs delivered by bicycle. It’s quite a contrast!
As for the rewards of being a florist, I view my customers as an extended family. I’ve been a part of many of their life events—births, weddings, and funerals—and they often see me as part of their family too. Many customers have even become personal friends. People also view me as an expert, often coming to me for advice on their events. Ultimately, this business isn’t just a business to me; it’s a way of life.
The Herbert E. Berg Florist team gathers in remembrance of longtime friend and designer Joan Moreschi where a floral memorial was displayed.
Building connections is a part of the Herbert E. Berg Florist culture. The team celebrates St. Patrick’s Day with a customer. Left to right, owner Sally Jablonski, customer Martha Mingolla, and longtime employees Sandy and Michelle.
Mr. Herbert Berg having fun at an FTD convention.
FTD: Please share a story about a particularly memorable or meaningful experience you’ve had with a customer.
Sally: Just recently, a customer—a father—came in to get flowers for his daughter’s memorial. She was the victim of a horrific murder several years ago. I made him a bouquet for the fence. He asked how much it was, and I told him there was no charge. He hugged all of us, and you would have thought we’d given him a million dollars. Through all his tears, he was incredibly thankful and appreciative, and we were equally grateful to make a terrible day a bit better with flowers.
FTD: How do you maintain a personal touch and build relationships with customers in your community?
Sally: I stay active in my community. I’ve coached my son’s teams, been active in community centers and groups, participated in local government focus groups, and networked with business groups. I also support cultural institutions with flowers for their shows and donate flowers to charities. Additionally, I teach classes at local senior centers.
FTD: What advice would you give to someone looking to start their own career in the floral industry?
Sally: My advice would be to pick a partner who understands the demands of the floral industry and is willing to become involved. It’s very demanding during holidays, so your support systems need to be on the same page. Stay involved with your community and become an expert in your field. Stay on top of new trends and technology and always continue your education.
FTD: What led you to become a member of the FTD network?
Sally: The previous owner, Mr. Herbert Berg, was very involved in FTD and encouraged me to be active. I was a district officer and part of the first florist group to use the Mercury Advantage technology system. I’ve stayed with FTD for its technology, the services they offer fellow florists, and the education they’ve provided over the years.
FTD: Tell us anything else of interest about your business.
Sally: My business is in a duplex that was built in 1870 and is in Quinsigamond Village, an area of Worcester where Swedish immigrants settled. It was also known as “Little Sweden.” The immigrants came here to work in American Steel and Wire. When it closed in the 1970s, many of the stores closed as well.
Currently, we’re experiencing a rejuvenation of the neighborhood after many years of planning, in which I was involved. I restored the original porch in 2013, based on a picture I had from the early 1900s. Our business is the last original business operating in Quinsigamond Village.
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
Herbert E. Berg Florist open house display in 2024 honored former owner and founder Mr. Herbert Berg. He was in the Navy and fought in World War II.
ON THE ROAD WITH FTD
FTD Technology Sales Specialist Collin Norotsky (left) chatted with Toni Strickland of Designs by TTOC Floral located in Atlanta, GA at the Florida State Florists’ Association Convention.
FTD was proud to sponsor FTD Education Consultant J. Keith White AIFD who presented “Your Gateway to Inspiration” at the Texas Floral Expo hosted by the Texas State Florists’ Association
FTD was a Diamond Elite Partner of the American Institute of Floral Designers (AIFD) in July. FTD Field Account Manager Scott Maynard (left) connects with Tom Collum-Williams from Mark Knox Flowers in Odessa, TX at the Industry Showcase.
FTD sponsored Bart Hassam from Australia and co-sponsored Per Benjamin from Sweden and Max Van de Sluis (above) from the Netherlands in their main stage design programs.
FTD Field Account Manager Waheeda Muti helped design arrangements for a local nursing home during the Kentucky Florists’ Association Convention.
FTD Field Account Manager Jorge Castilleja talked with Susie Swope from Tharp’s Flowers & Gifts in Deming, NM at the WesTexas New Mexico Florist Association Convention.