Beyond the Bio: Alan Masters AIFD, CFD, PFCI

What is your first memory of flowers?

My first memory of flowers was seeing my great grandmother, “Mama Masters”, wearing a corsage to church. She had a standing order at Flournoys Florist in Lufkin, Texas, for a feathered pink carnation corsage to be delivered to her home every week. Upon her death, the family chose pink carnations and purple violets to cover her casket.

What experiences led to your interest in the floral Industry?

Her love of flowers inspired me, coupled with my maternal grandmother’s passion for gardening and that of a neighbor who spent hours teaching me about flowers, trees, edible botanicals and more.

What contributed most to your design education?

Education in design was something I had pushed to the side for many years. Several years into my career, I realized the importance. I was introduced to Hitomi Gilliam who encouraged me to dive deep into floral education. I feel blessed to be a part of TSFA and Allied Florists of Houston. Each provided me with opportunities to achieve a lifetime of education.

What has been your favorite job in the floral industry?

I have to say that my favorite job in the industry has been that of a storyteller. I have recently began designing in church as a part of the Easter and Christmas services in order to bring the stories alive through flowers. I have long believed that flowers are a medium with which to paint beautiful pictures and write epic stories and romantic poetry. The flowers speak volumes. Adding words takes the mind to places yet untraveled and allows one to visualize things not before seen.

Your career has taken you on quite the journey. Was there one or more moments that changed your path to lead you to where you are today?

There are two moments that changed my trajectory in the floral industry. One was when Debbie Gordy invited me to attend the workshop with Hitomi Gilliam, that I spoke of earlier.  Debbie, as you all know, is an ardent supporter of education and pushed me to be the designer and educator I am today. The second was when I was extended the invitation to join the prestigious group that is AIFD. Being a member of AIFD has allowed me opportunities and friendships that are invaluable to me.

You have won numerous competitions, including the Texas All-Stars competition in 2025. What intrigues you about the competition process?

When it comes to competition, I think the part that pushes me to try again and again is the valuable feedback you get from judges who are critiquing your work based on the principles and elements of design. I tell everyone — and believe wholeheartedly — that whether you come away with a trophy or not, you win when you compete, as it encourages growth.

What led you to the idea for the presentation that you will share during the Texas Floral Expo?

The competitive spirit drives me to participate in various competitions, and it is that same spirit that propels me forward each day in the retail and event worlds in which I thrive.

What are the key takeaways that you hope will be gleaned from this program?

It is my hope that attendees will leave with the knowledge in hand and the resolve of mind to return to their respective part of the industry to become all the more competitive in today’s market.

What do you predict to be the greatest constant and the greatest change in floral design as our industry moves forward?

The greatest constant in the floral industry today is that it is incumbent upon us, as floral artists and retail representatives of our industry, to continue our long history of service to our customers.

To help our industry remain competitive and relevant, we might instill an appreciation of the art of floral design among younger generations through consumer education. We may increase sales while building relationships that help bring consumers back to our shops time and again. These changes reinforce the need for floral professionals to be lifelong learners, enhancing our skills and refining our approach over time.