It’s always fun to know a little more about the Texas State Florists' Association's amazing presenters than what their bios reveal. In this new series of feature articles, TSFA takes you beyond the bio and shares just a little bit more about each of those who will add to your layers of learning throughout the year!
Meet Derek Woodruff AAF AIFD CFD PFCI CF
Derek Woodruff will present "The Secret to Sustainability in Bespoke Design" at the Texas Floral Expo on June 27, 2025.
After joining the floral industry at the age of 16, learning floral design in vocational school and working for a local florist, Woodruff continued his education through institutes such as Michigan State University, Great Lakes Floral Association and the American Institute of Floral Designers. He launched his own business, Floral Underground, in 2008 and currently serves as Lead Designer and Educator for Syndicate Sales. Woodruff specializes in “today’s consumer,” engaging them through different types of media, including demonstrations, subscription services and hands-on workshops. He was second runner-up on the televised reality show The Arrangement, won the 2016 Sylvia Cup and was named 2024 Floriexpo Iron Designer.
What is your first memory of flowers?
When I was a kid, my dad would always take me to the garden center in the spring and let me pick out the flowers for our flower boxes around our house and yard. Then, we would take them back and plant them all up.
What experiences led to your interest in the floral Industry?
As a child, I thought I would grow up to be a paleontologist because I always loved dinosaurs. After seeing a major blockbuster dinosaur movie, I also learned about paleobotany, which struck my fancy due to my love of plants and flowers. From here, I decided I wanted to learn more about plants and what made them tick. I made my way to vocational school, where my interest in plant science led me to floral design.
What contributed most to your design education?
My teachers in vocational school were heavily focused on the Certified Florists program from the Great Lakes Floral Association. We spent two full years studying this curriculum and had the opportunity to attend the yearly expo and compete in the student competition. This was the biggest and earliest influence in my design education.
In those early days of education, who was most influential?
Jerome Raska, Robbin Yelverton, Jackie Burrell and Helen Miller were my biggest influencers in my early years attending the Great Lakes Floral Expo.
What has been your favorite job in the floral industry?
My favorite job in the floral industry is my current job. As the Lead Designer and Educator for Syndicate Sales, I get to travel around the country, sharing my floral design knowledge with everyone I meet!
What led you to your approach to retail?
I learned early on in my business that manning a retail store was not for me. From here, I decided that e-commerce was my best bet. This, plus pop-up retail as popularity allows, feeds my soul for selling flowers.
What are the fundamentals in your approach to retail?
Making my ordering process easy online for sending flowers, booking workshops or visiting my pop-up shops has been the major fundamental approach to how I manage selling flowers.
You won the Sylvia Cup in 2016. What intrigues you about the competition process?
I have always had a fondness for competition. When I was 16, I won my first student competition and wanted more. For each year after that, for seven years in the professional division, I didn’t win a thing. It wasn’t until I started asking the evaluators questions about my work that I started to win big again. It turns out, you learn more from losing than winning!
What role do you see yourself playing in the future of floral design education?
I look forward to training future educators in the floral industry so they can move on and teach what they are experts at, in the way of floral design.
Texas Floral Expo
Registration is open for the Texas Floral Expo! Join your floral family at the South Shore Harbour Resort in League City on June 27-29. At this conference, industry-leading presenters will share the latest tips and trends in multiple demonstrations, business sessions and hands-on workshops.
Don't miss this session presented by Derek Woodruff AAF AIFD CFD PFCI CF!
Friday, June 27, 12-2 p.m. — The Secret to Sustainability in Bespoke Design
In a world of floral saturation, what makes an arrangement stand out to a consumer? These days, people can buy flowers from retail florists, floral studios, mass-markets and even online. The best way to set yourself apart is your style. One of the most popular design styles of today, in the eyes of young consumers, is known as bespoke, free-form or bohemian. In this workshop, you will learn the secret to designing using elements and principles of this type of style with the latest sustainable tools and mechanics and realize that it is not much different from what you already know in floral design.
Underwritten by Syndicate Sales.