C O N V E N T I O N
2 0 2 1
E D I T I O N
2021
H
International
TO OUR PARTNERS AND UNDERWRITERS
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AIFD
Fern and Foliage Direct
Jet Fresh Flowers
Pennock Floral
AIFD Foundation
Fern Trust
Knud Nielson Co.
Porch View Home
Allure Farms
Field of Flowers
Kuhn Flowers
Rio Roses/Equiflor
Barry Gottlieb
Floriology Institute
Lion Ribbon
Rosaprima
Berkeley Florist Supply
Floristcentric
Meraki Floral Tools
Bloomnet
Flower Shop Network
Napco
Special Event Resource and Design Group
Botanica
Full Pot of Flowers
Oasis Floral Products
Chrysal USA
FTD
Orlando Wholesale
Details Flowers
Galleria Farms
Fast Breaks Executive Entertainment
Gardens America
Ornatus Event Productions
Giftwares Co. Inc.
convention 2021 // floridastatefloristsassociation.com
P&F Costa Rica Flower Farm
Teleflora The Florist Federal Credit Union Yola Guz School of Floral Design
H
HAPPY ANNIVERSARY FSFA! How Glorious to be Celebrating 100 years in Floristry! I'm so proud that florists in 1921 had the vision and foresight to know that they needed each other! They formed an association in order in become better florists, designers, & business people. One hundred years later, the focus is "Florist helping Florist.” We are a very unique industry. We always share our knowledge and help each other in any way we can and by doing that, we provide people with something very valuable. Maybe it's because we are in the business of emotions and conveying messages for our customers in a beautiful way, but through the beauty of flowers, we are able to send powerful messages from the heart. We realized this even more during the past two years when life as we knew it changed significantly. For those unable to see loved ones in person, the consumer sent flowers. We were able to send those messages around the world through the magic of our beautiful floral creations. Additionally, the Florida State Florists Association (FSFA) had to change with the times, and thank goodness for technology! Our virtual competition, the "Design Challenge International" – the brainstorm of our phenomenal Executive Director and visionary Mr. Bob Tucker – opened FSFA up the the world! Through Social Media postings about the competition, we received 88 Entries from 14 countries! Votes came in from six continents and over 35 countries! Our Mid Season Summit in January 2021 was also done virtually with fabulous design presentations for all to view from the comfort of your home or office. Floriology and our President Elect Jackie Lacey filmed a few of the presentations from their office in Jacksonville and blended the entire event! Even our 2021 Designer of the Year Competition was held via Zoom and through that platform, three members or our competition committee observed from their computer screens and were able to see every move the competitors made. Photos were then taken from every angle of their beautiful design work for judges to critique. FSFA sent fresh flowers and hard goods were overnighted via FedEx for all competitors. It was a truly amazing endeavor and as a result, we were reminded that through adversity, we find our strengths. We are truly blessed to have chosen the path of flowers; or rather, to have this path of flowers chosen for us. With that, I would like to say that it has been my honor and privilege to assist in navigating our great association through this extraordinary time. It is my greatest wish that the Florida State Florists Association and all of its members continue to grow and thrive to become better florists, designers & business people as our founders intended 100 years ago. "Florists Helping Florists.”Always. God bless and keep the passion of flowers! Proud to be your FSFA President, Deborah De La Flor, AIFD CFD PFCI President - Florida State Florist's Association
IN THIS ISSUE 09 // Designer of the Year
Introducing the 2021 FSFA Designer of the Year.
11 // Back in Time FSFA celebrates 100 years of floristry.
18 // Design
Challenge International
An international floral competition unites florists around the world.
19 // Design
Challenge Spotlight
Get to know the winner of the 2020 Design Challege International.
22 // Mid-season
Summit 2021 Goes Virtual Online floral classes and competitions mark a first in FSFA history.
OFFICERS / DIRECTORS CONVENTION EDITION 2021
EXECUTIVE BOARD PRESIDENT
TREASURER
AIFD CFD PFCI
AIFD CFD FSMD
PRESIDENT ELECT
SECRETARY
AAF AIFD CFD PFCI
AIFD CFD FSMD
VICE PRESIDENT
EXECUTIVE DIRECTOR
AAF AIFD CFD FSMD
AIFD CFD CFEJ FSMD
Deborah De La Flor
Jackie Lacey
Jacob McCall
Andreia Muller
April Ridge
PUBLISHER
Jacob McCall EDITOR / ADVERTISING DIRECTOR
Robert Tucker
ADVERTISING/EDITORIAL INQUERIES
sunlighting@fsfanow.com
Robert Tucker
PRODUCED BY BOARD OF DIRECTORS Tim Ryan
Jenna Sleeman
FSMD
AIFD CFD
Mimi Livingston
Gale West FSMD
Jamie Lers
Ralph Girodano AIFD CFD FSMD
Joyce Petty AIFD CFD FSMD
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convention 2021 // floridastatefloristsassociation.com
Alejandro Figueira AIFD CFD
akersmediagroup.com 352.787.4112
Victoria Register Grower Representative
Janet Justus Allied Trade Representative
CONTACT THE BOARD
executivedirector@fsfanow.com
Christina Brown FSMD, Immediate Past President
Sunlighting Magazine, 2021. Published annually by the Florida State Florists Association. All editorial contents copyright 2021 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.
• powerful websites • email marketing • tools for self-promotion • sending & receiving • social media management
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RamblingRoseFloristFL.com
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Celebrating www.detailsflowers.com @detailsflowers
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Welco fSFA 2021 annual CENTENNIAL CELEBRATION | 100 YEARS IN FLORISTRY 1921-2021 F R I D AY, AU GU S T 2 7 , 2 0 2 1 NOON-5:00PM
Trade Fair Set Up (Vendors)
GLOBAL BALLROOM A
1:00PM-2:00PM
Fern Trust Cup Sponsor: Fern Trust Inc, Seville, Florida
KEY WEST ROOM
3:00PM-5:00PM
FSFA Teleflora Sunshine Cup Sponsor: Teleflora
AT R I U M
6:00PM-9:00PM
Opening Reception and Main Stage Presentation Featuring Ruben Consa, AIFD CFD PFCI Sponsor: Yola Guz School of Floral Design Product Sponsor: Allure Farms, Doral, Florida Event décor featured by Varito Vaquez, AIFD CFD FSMD Sponsor: Special Event Resource & Design Group Fun Night – Cash Bar – Heavy Hors D’oeuvres Sponsor: FTD and Pennock Floral
GLOBAL BALLROOM B
GLOBAL BALLROOM A
S AT U R D AY, A U G U S T 2 8 , 2 0 2 1 8:00AM-10:00AM
Ian Prosser, AIFD CFD PFCI 4th Annual Bridal Bouquet
R E G I S T R AT I O N D E S K
9:00AM-10:00AM
Business Seminar Presentation Featuring Michelle Morgan & Marty Mccall “Marketing” Owners of Kuhn Flowers – Jacksonville, Florida
GLOBAL BALLROOM B
10:30AM-12:00PM
Main Stage Design Presentation Featuring Sandy Schroeck, AIFD CFD PFCI "Taking Everyday To The Next Level” Sponsor: Floriology powered by BloomNet Product Sponsor: Floristcentric, Orlando, FL
GLOBAL BALLROOM B
12:15PM-2:00PM
Lunch | FSFA Annual Members Meeting and Elections of Officers Motivational Speaker Featuring Barry Gottlieb Author/Speaker/Success Mentor/Trusted Advisor “Business & Personal Success”
GLOBAL BALLROOM B
2:00PM-3:00PM
Trade Fair Shopping & Florida Florist Fund Silent Auction Commentary by Jenna Sleeman, AIFD CFD
GLOBAL BALLROOM A
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convention 2021 // floridastatefloristsassociation.com
ome CONVENTION to the
3:00PM-4:30PM
Main Stage Design Presentation Featuring Charlie Groppetti, AIFD CFD “Merchandising” and Porch View Home Sponsor: The mainstage presentation is underwritten through a grant awarded by the AIFD foundation with funding made possible from the Florida Florist Fund Product Sponsor: Jet Fresh Flowers, Miami Florida
GLOBAL BALLROOM B
6:00PM-7:00PM
Cocktail Reception
GLOBAL BALLROOM A
7:00PM-10:00PM
Presidents Gala & Awards Centennial Celebration | 100 Years In Floristry 1921-2021 Featuring Décor of Alejandro Figueira, AIFD CFD Product Sponsor: Full Pot of Flowers, Pompano Beach, Florida
GLOBAL BALLROOM B
S U N D AY, AU GU S T 2 9 , 2 0 2 1 8:00AM-10:00AM
Hands On Design Class | Featuring FSFA Designer Of The Year 2021: Andrew Stinson, AIFD CFD (Extra fee required, limited to the first 25 registrations) Sponsor: Florida State Florists’ Association Product Sponsor: Berkeley Florist Supply, Miami, Florida
KEY WEST ROOM
10:30AM-11:30AM
Main Stage Design Presentation Featuring Jenny Thomasson, AIFD CFD PFCI EMC Sponsor: Teleflora Product Sponsor: Orlando Wholesale Florist
GLOBAL BALLROOM B
12:00PM-2:00PM
Lunch with Main Stage Design Presentation Featuring Jacob Mccall, AAF AIFD CFD FSMD “Bold” – The Power Of Color! Sponsor: FTD Product Sponsor: Equiflor/Rio Roses, Miami Florida
GLOBAL BALLROOM B
2:00PM-2:30PM
President's Closing Remarks
GLOBAL BALLROOM B
Florida State Florists Association //
sunlighting
7
Elaine Ridge Owner
Alyce’s Floral Design alycesfloral@gmail.com alycesfloral.com 224F Eglin Parkway NE Ft Walton Beach FL 32547 850-862-8331
Fill your floral designs with Peace, Love &
Jet Fresh Flowers!
ROSAPRIMA.COM (305) 499-9144 sales@JetFreshFlowers.com JetFreshFlowers.com
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convention 2021 // floridastatefloristsassociation.com
FSFA 2021 designer of the year Introducing the 2021 FSFA Designer of the Year: Andrew Stinson, AIFD CFD, of Columbia, South Carolina.
A
ndrew started in the floral business when he was in 10th grade working a temporary job for during Mother’s Day week in a small flower shop in the local mall. It was there he learned a lot of the basics that in turn, sparked Andrew’s creativity. He continued to “play” with flowers after that job and with the help of his parents, opened his first flower shop in Ramseur, NC in the summer of 2000, just one month after his high school graduation. Today, Andrew is a freelance designer and owner of WAS Design Works, a wedding and event company. Andrew has been a proud member of the Florida State Florists Association (FSFA) since 2018. Since South Carolina no longer has a floral association, he was very grateful to all of his friends in Florida who have
welcomed him with open arms. Many have become Andrew’s Fun Fact closest friends Andrew’ s and floral family. favorite color Andrew is also is green! a member of the American Institute a Floral Designers. He participated in the PFDE in Seattle, Washington in 2017, and was inducted in Washington, DC in 2018. When asked why working with flowers is his passion, Andrew responds: “I love the fact that it’s living art that you need to appreciate for a finite amount of time. I love working with fresh flowers because it makes me appreciate the beauty of nature. I love working with silk flowers, as well, and the way that we can try to emulate that natural beauty permanently."
Florida State Florists Association //
sunlighting
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AI F D FOUN DATI O N AWA R DS A G R A N T, UP TO $7,3 4 4 .0 0, TO TH E F LORI DA STATE F LO R I STS ’ A S S O CI ATI O N Funded by the Florida Florist Endowed Fund, the Grant underwrites the Convention Main Stage Design Presentation featuring Charlie Groppetti AIFD, assists FSFA with main stage design expenses outside of designated sponsorships and provides up to six scholarships for FSFA members to add to their Lifetime of Learning during the 100th Anniversary FSFA Convention.
ARE YOU A PROFESSIONAL FLORAL DESIGNER? DO YOU WISH TO ADD TO YOUR LIFETIME OF LEARNING? The AIFD Foundation offers numerous scholarships providing countless opportunities for professional floral designers. APPLICATION DEADLINE IS SEPTEMBER 30, 2021 To Apply Visit aifdfoundation.org
TAKE A LOOK! AIFD FOUNDATION SYMPOSIUM SCHOLARSHIP Have you ever attended AIFD Symposium? If not, this opportunity may be for you. AIFD FOUNDATION SCHOLARSHIP TO ATTEND THE BENZ SCHOOL OF FLORAL DESIGN The purpose of this scholarship is to support those, in need of financial assistance, with Registration Fees to attend classes at the Benz School of Floral Design at Texas A&M University or the Benz School of Floral Design in Korea. A LIFETIME OF LEARNING SCHOLARSHIP TO ATTEND AIFD SYMPOSIUM 2022 IN LAS VEGAS This scholarship will help you add to your “Lifetime of Learning” with an AIFD Symposium Premium Registration. CERTIFIED FLORAL DESIGNER SCHOLARSHIP If you are a Certified Floral Designer and are wanting to prepare for PFDE, the CFD Scholarship provides up to $1,000 for expenses to attend a PFDE Preparatory Class. The AIFD Education Partners, noted on the application, fund class registration to further enhance this opportunity. SCHOLARSHIPS HELP INSPIRE NURTURING EDUCATION Would you like to take your career to the next level? The recipient of S.H.I.N.E. will experience continued education through a mentorship in a specialized floral industry concentration.
Back in Time FSFA celebrates 100 years of floristry.
M
eeting with the Horticultural Society of Florida but holding separate sessions was the Florida State Florist Association. This infant organization was really a child of the Horticultural
Society of Florida. Originating in Jacksonville on November 17, 1921, it held its first annual meeting in Lakeland during the Horticultural meeting and quickly acquired a membership of more than a 100. It promised
to grow into an organization of great strength and influence. The officers for 1923 were C. Leslie Whipp of Jacksonville serving as president and N. A. Reasoner of Oneco serving as both secretary and treasurer.
Florida State Florists Association //
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Conventions through the years
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or a century florists from the Sunshine State have gathered to share education, networking, trends and creativity. Throughout the years this annual gathering has left such a legacy within the floral industry that many florists outside of Florida attend and keep returning each summer. The annual convention is where we rub shoulders with floral superstars and celebrate tradition of floristry. It is at the annual convention that we have celebrated special life changing moments and mourned the losses of our fellow Florida florists, we have danced through hurricanes and raised money for members stricken with the AIDS pandemic. The annual convention is a family reunion, each year we celebrate unity, memories from the past and milestones for the future.
the FSFA identity
F
lorida State Florist Association is reinventing itself to better serve the World of Floristry. We are now FSFA International. FSFA was originally started by a group of florists, growers and wholesalers to help each other. Going back to its roots, FSFA has opened its doors to the world to promote education, inspire artistic design and share knowledge just as the founding fathers intended… "Florists Helping Florists".
International
evolution of sunlighting
F
irst published in 1956, Sunlighting Florida Florist was the official publication of the Florida State Florists' Association. It served to spotlight Florida's finest florist, wholesalers and growers. Sixty fives years later, Sunlighting has seen several transformations. Now more than ever, it serves to feature the very best from around the world as FSFA moves into a new centennial as an international association.
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convention 2021 // floridastatefloristsassociation.com
Congratulations
Florida State Florists’ Association on celebrating 100 years! ALL THINGS CREATIVE
850.502.0725 | info@1920co.com | 1920Co.com
3906 US Hwy 98 W - Ste 38 | Santa Rosa Beach, FL
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convention 2021 // floridastatefloristsassociation.com
Growing a traditional FLORAL WHOLESALE for extraordinary times! We believe the purpose of a wholesaler is to be a consistent partner in our customer's success. Accountability, price, integrity and quality are our priority. We strive to be the very best means of growing your business.
info@floristcentric.com
407-674-6877
floristcentric_orl
Design Challenge international 2020 FSFA's first ever international deisgn competition reunites the florist community dispite a year of seperation.
Jorge Uribe
Jorge's inspiration
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T
he year 2020 offered many challenges to the floral industry. Living in a pandemic, floral associations across the country canceled meetings, annual conventions, workshops, presentations and classes. Even so, the FSFA wanted to keep its members involved in the industry. Design Challenge International 2020 was introduced and for the first time in the history of FSFA, the world was invited to participate. The results were amazing! The 88 contestants represented 14 countries and 27 U.S. states. The judges panel consisted of Hitomi Gilliam AIFD (Canada), Donald Yim AIFD (Canada), Damien Koh AIFD (Singapore), Leopoldo Gomez CAFA (Mexico), and Bart Hassam (Australia). After the judge’s panel narrowed the entries into the top 10, the designs were presented on social media for the world to vote on.
convention 2021 // floridastatefloristsassociation.com
There were over 2,400 votes cast from six continents, more than 35 countries and from throughout all of the United States. Second runner-up was Ken Senter from Texas, USA. First runner-up was Jorge Uribe from Massachusetts, USA. The winner of Design Challenge International 2020 and the $1000 Grand Prize was Edana Yen from Malaysia.
Ken Senter
Ken's inspiration
Spotlight on Edana Yen Winner of Design Challenge International 2020
E Edana's inspiration
dana Yen from Kuala Lumpur, Malaysia, is an Ex-National Athlete of Malaysia for tenpin bowling. When her health began to deteriorate, Edana turned to floristry as a second career and opened an online florist shop called Yen Floresco. She believes flowers work wonders for emotional and physical health, not only for herself but also for people she is surrounded by. Whenever people see Edana’s arrangements there is always a big smile on their face. Edana says she feels like a fairy spreading joy to everyone. Design Challenge International was Edana’s first attempt at competing in a design competition. When she learned she was the winner, she was in shock. When asked her thoughts about the contest, Edana stated:“Through this online Floral Design Contest, you opened up my eyes and reunited all the florist from all around the world to participate and we were given a chance to make stunning masterpieces. Without
Edana Yen
“Through this online Floral Design Contest, you opened up my eyes and reunited all the florist from all around the world to participate and we were given a chance to make stunning masterpieces. Without the help of FSFA, we would not have been able to see all the amazing and wonderful creations of all the designers from around the world.” — Edana Yen
the help of FSFA, we would not have been able to see all the amazing & wonderful creations of all the designers from around the world.”
Florida State Florists Association //
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Co ng r a tu la ti on s on th e 1 0 0 t h A n n i v e r s ar y
Cong ratulations
of
Th e F lo ri d a S t a te F lo ri s ts As so ci a t io n
on this milestone and thank you for 100 years of educational support and service to our industry! We can’t wait to see what the next 100 years brings thanks to your continued leadership. Know that we are here to support your vision for the future.
We are so proud to be involved with such an incredible organization!
Deborah & Gus De La Flor De La Flor Florist & Gardens
Follow us on social media! Facebook: FernTrust Inc. Instagram: ferntrustinc Twitter: @FerntrustInc
FERN & FOLIAGE DIRECT
As a member of FSFA for 19 years I’d like to congratulate the association on its 100th Anniversary! We are located in Pierson, Florida and are a grower and shipper of only the finest quality greens, serving both wholesalers and retail florists. Fern and Foliage Direct ships greens to florists throughout the southeastern United States, via UPS ground which provides 1-2 day delivery to most areas at very reasonable rates. We have competitive pricing, excellent quality, small or large quantities, and specialty greens including handmade garlands and wreaths. No quantity limits and we pack your order the same day it ships. I’m truly sorry to be missing convention this year but I look forward to talking to you soon about what greens I can provide your business. —David Button
10% off discount for FSFA Members Fern and Foliage Direct is my go to supplier for the bulk of my greens for retail and weddings for my two flower shops. David has taken care of me for 10+ years and his quality and customer service is top notch. I never make garlands anymore, I just order them from him and they are perfect every time. We order from him weekly and couldn’t be happier. —Christi Brown, Owner Roses Are Red & Violets In Bloom Florists
(386) 749-2276
(386) 566-9934
fernandfoliage@bellsouth.net
Mid Season Summit 2021 Goes Virtual Online floral classes and competitions mark a first in FSFA history.
A
Ann Jordan AIFD CFD AAF MMFD
s January approached, the possibility of holding Mid-Season Summit 2021 looked grim. Without hesitation, FSFA decided to go virtual with the Summit. With the assistance of Jackie Lacey AAF AIFD CFD PFCI and Floriology Institute, FSFA put together a virtual summit that would include a hands-on class, design presentations and even the Designer of the Year competition! Thanks to the technology of Zoom, Jackie Lacey AAF AIFD CFD PFC was able to teach a class while the students who had the fresh florals
and hardgoods shipped directly to them, they were able to tune in and follow along. Thanks to the support of Teleflora, FTD and Bloomnet, FSFA was able to host three Design Shows that were aired on Facebook so that once again, the world could tune in and watch from the comfort of their homes. Teleflora sponsored Hitomi Gilliam AIFD CFD and her program“Professional Excellence in Floristry”. FTD sponsored Ann Jordan AIFD CFD AAF MMFD
Alejandro Figueira AIFD CFD Adrianna DuranLeon AIFD CFD
Hitomi Gilliam AIFD CFD
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Varito Vasquez AIFD CFD FSMD
Jackie Lacey AAF AIFD CFD PFC teaching a floristry class online.
convention 2021 // floridastatefloristsassociation.com
Andrew Stinson AIFD CFD
and her program“Spring Forward”. The reigning Designer of the Year 2020, Alejandro Figueira AIFD CFD presented his program “Floral Structures” sponsored by Bloomnet. These programs reached over 4000 people. The ultimate challenge was how to conduct the Designer of the Year Competition. The competition was opened to any paid member no matter where they lived in the USA. In record time, ten contestants were signed up. The day before the competition, fresh product sponsored by Gardens America was shipped directly to the contestants. The following day, everyone signed into Zoom and history was made with the first ever live virtual competition. Second Runner Up was Adrianna Duran-Leon AIFD CFD, Albuquerque, NM. First Runner Up was Varito Vasquez AIFD CFD FSMD, West Palm Beach, FL. The Winner of the FSFA Designer of the Year, Sponsored by Bloomnet was Andrew Stinson AIFD CFD, Columbia, SC.
Together We Grow In a business that changes faster than the season, we help keep you ahead. From our many online webinars and design shows to resource guides for the busiest of holidays, we’re dedicated to making sure you have the tools to stay on top of any trend so you can reach your goals.
Leadership Development LEARN HOW YOU CAN GROW WITH FTD FTDi.com/grow | 800.788.9000 | floristrelations@ftdi.com @MercuryNetwork
@FTDMercuryNetwork ©2021
CENTENNIAL CELEBRATION • 1921-2021
Congratulations ON YOUR 100TH YEAR OF SERVICE!
We are proud to be partners of Florida State Florists’ Association, and look forward to continuing our support of the association and its members.
www.bloomnet.net 1-800-256-6663
www.floriologyinstitute.com 1-904-730-9496
www.napcoimports.com 1-800-356-2726