* Meet the Designers Jenny Thomasson AIFD, PFCI, EMC For most florists, the opportunity to create something edgy or avant-garde comes along rather rarely. For Jenny Thomasson, it’s something she challenges herself to do almost every day. “I see floral design as an art form, and I love pushing the boundaries,” she says. And because she has cultivated that market, she gets to do it more than most. Her shop—Stems in Florissant, Missouri—gets referrals based on her reputation for daring and imaginative design. It helps that Jenny keeps herself on her toes with study and experimentation: “I normally have projects I’m working on that are not for the shop or customers, but just for myself—figuring out different mechanics and then sharing that or keeping at it until I hone them to where I want them to be.” A book lover, Jenny takes inspiration from inside the industry—from Flowers& Magazine, for example!—but also from books about art and architecture or color theory. “Sometimes going back to the
fundamentals is what you need to make something that feels new,” she says. It’s not surprising that Jenny got her start in design while she was a college student studying graphic design. “I needed a part-time job, a local flower shop was hiring, and the owner saw I had a knack for it,” she tells. In 2004, she opened Stems—a full-service flower shop with an emphasis on weddings and special events. She makes a point of staying up on trends with social media and posts frequently as well—but she doesn’t spend more than a few minutes on it
every day. “Once the day gets going I’m way too busy!” she says. Today Jenny is a member of Teleflora’s Education Specialist team, but she still thinks of herself as a student. “The book I’m reading right now talks about how art can ‘arrest’ people,” she says. “I love that phrase! Floral art that can hold you captive, where everything
stops, and you see differently— that’s my goal!” Jody McLeod AIFD, NCCPF Like Jenny, Jody got his start in the flower business thanks to a job he held as a college student—at the shop he later came to own, Annie V’s in Clayton, North Carolina. “I was hired as a delivery driver,” he remembers. “I swept the floor, washed buckets, processed flowers, and set up for weddings and funerals. But I was also able to watch the designers work and create. One day we were unpacking silk flowers that had just arrived, and one of the ladies who worked there said, ‘Why don’t you pull out some things and make some designs for the show floor?’ The next day, three of them sold.” From there Jody won scholarships from Teleflora and from the North Carolina State Florists Association to study not only design but also retail business, earning the accreditation NCCPF (North Carolina Certified Professional Florist). He has owned Annie V’s since 1990; today it specializes in weddings and special events. Two years ago, he joined the design team at Syndicate Sales. “That’s been a great opportunity to travel and see how florists around the country do things differently,” he says. “It’s
wonderful to be able to share knowledge about trends, design styles, and all the things that help florists succeed.” Those who know Jody also know him as the mayor of Clayton, a position he has held for 13 years. What made him seek political office? “It was time to redefine the role of mayor to include the economic development of Clayton,” he says. Just recently, the town won an investment of $1.8 billion from pharmaceutical company Novo Nordisk. “That’s how happy they are with our local government,” Jody says proudly. How does he handle his duties as mayor and run a successful retail business at the same time? “The answer is, you have really great staff in both places,” Jody answers: “at the shop and in the town hall— plus, terrific support from my friends and family. It’s all about how everybody works together. Just like in the floral industry— when we share our knowledge freely and help each other out, we all thrive together.” DECEMBER 2017 33