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 Lori Wilson
Lori Wilson and Vonda LeFever AIFD CFD PFCI will present "Service and Synergy: Building a Customer-First Dream Team" at the Texas Floral Expo on June 28, 2025.
With a background of more than 20 years in education, Wilson has over 12 years of experience in the floral industry. As Flower Clique’s Director of Education and Community, her focus is helping business owners lead their teams with excellence. Wilson’s emphasis is on sales and leadership effectiveness, employee motivation and transformative mentoring. She has presented at the Society of American Florists Convention, NextGen and the Great Lakes Floral Expo. As co-host of a top floral podcast, The Business and Pleasure of Flowers, she has a passion for connection to the ever-changing floral industry.
What is your first memory of flowers?
One of my earliest memories of flowers is walking into our local flower shop with my grandmother. She was ordering flowers to send to my aunt, who lived in a state far, far away. At just seven years old, I was fascinated — and honestly a little puzzled — trying to figure out how these flowers we were choosing were going to travel all that way without wilting or dying!
What experiences led to your interest in the floral Industry?
To be honest, I stumbled into the floral industry by chance. I had no floral background, no design skills, no childhood flower shop job — but what I did have was an open mind. And once I stepped into this world, I was hooked. The beauty of the flowers pulled me in, but it was the people — the creative, kind and passionate hearts — that made me stay and fall completely in love with this industry.
Who was most influential during your early days in the industry?
Vonda LaFever — without a doubt. She saw something in me early on that no one else did. Believe it or not, I actually started in this industry in more of a tech role. But Vonda quickly realized that wasn’t where I belonged. She pushed for me to move into a position where I could connect with people, listen to their needs and figure out how we could truly help them. That shift changed everything for me, and I’ve never looked back!
What did your education provide that relates to your accomplishments today?
I lean on my education more than I ever expected to. My communication degree shows up in so many ways — whether I’m working with florists, speaking to a crowd or leading a team discussion. And my Education degree? That’s my secret weapon. It’s helped me fine-tune how I teach, coach and create new training programs for Flower Clique, all with the goal of helping florists grow and succeed.
What has been your favorite job in the floral industry?
Honestly? The one I have right now. I truly couldn’t be happier. Every day, I get to do meaningful work alongside amazing people, and it just feels like exactly where I’m meant to be.
How are you making a difference in retail floristry today?
This is a tough one — I’d love to hear how others would answer it! But if I had to say, I believe I’m making a difference by being a trusted resource and sounding board for florists. I listen, I guide when needed and I help them problem-solve in ways that strengthen both their confidence and their business. Whether it’s sharing strategies, offering encouragement or just reminding them they’re not in this alone, my goal is to help florists feel supported and empowered every step of the way.
What role do you see yourself playing in the future of our industry?
I just want to keep doing what I’m doing — supporting florists, helping them grow and being someone they can count on. If I can continue to make a positive impact and help move the industry forward, that’s exactly where I want to be.
Please share additional information that will offer a glimpse beyond the bio!
The bottom line is this. I thrive on connection. Whether it’s brainstorming with florists over Zoom, cheering them on from the sidelines or texting with them on a Sunday afternoon because that’s the only day they have a minute to breathe, building relationships is my passion.
When I’m not deep in the world of Flower Clique, you’ll probably find me hanging out with my husband Mark and our dog Bo. I truly believe that kindness, curiosity and a sense of humor go a long way — in business and in life.
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 co-presented by Lori Wilson PFCI!
Saturday, June 28, 5:30-6:30 p.m. — Service and Synergy: Building a Customer-First Dream Team
Vonda LaFever AIFD CFD PFCI and Lori Wilson PFCI will explore the key qualities of an ideal team player — hungry, humble and people-smart — as outlined in The Ideal Team Player by Patrick Lencioni. Discover how these traits directly impact customer service in the floral industry.
Exceptional service starts with the right people. In this session, you’ll learn how to identify, hire and train team members who not only deliver outstanding customer experiences but also contribute to a positive, high-performing workplace.
Pull back the curtain on how to confidently sell, connect with customers and increase profits. In this session, you will learn proven techniques and insider secrets that will help turn conversations into sales and create repeat customers. Whether you're struggling with staffing, training or team dynamics, this session will give you actionable takeaways to build a thriving, customer-first dream team — and a sneak peek at the strategies that will make your team most effective!
Underwritten by Flower Clique.