Blog
Beyond the Bio: Judy Janzen
Meet the Speaker — Judy Janzen AIFD, CFD
Judy Janzen grew up in her parents’ flower shop in Fresno, California, and enjoys exploring stories with innovative structures and intentional use of space. She was inducted into the American Institute of Floral Designers in 2024, was a California Top 10 Winner in 2024 and won the Sylvia Cup in 2025. Recently, Janzen discovered she had no fear of heights while working on floats for the Rose Parade and was a daring and inventive AIFD main stage presenter during the 2025 AIFD Symposium in Palm Springs. She is also looking forward to working on a team this year at the Philadelphia Flower Show.
Beyond the Bio: Alan Masters
Meet the Speaker — Alan Masters AIFD, CFD, PFCI
G. Alan Masters began his floral design career 41 years ago at Villa Green Florist in Lufkin, Texas. He has managed numerous shops, owned a shop and is currently the owner of Magnolia and Pine Floral and Events. He has a long list of accolades, including 2014 Houston Designer of the Year, 2016 Texas Designer of the Year, 2016 Jim Johnson Cup Winner, 2016 Louisiana Designer of the Year and 2025 Texas All-Star Competition Champion. Masters was inducted into the American Institute of Floral Designers in 2015. He is an Allied Florists of Houston Past President, AIFD South Central Regional Chapter Past President and currently serves as TSFA Membership Committee Chair.
Beyond the Bio: Tricia Won
Meet the Speaker — Tricia Won AIFD, CFD, EMC, IMF, TMF
Tricia Won is a floral studio owner in Round Rock and is a floral educator and instructor, specializing in European-style design workshops. She has a Bachelor of Science in Advertising. She was inducted into the American Institute of Floral Designers in 2020, received her European Master Certification in 2021, her International Master Florist Certification in 2023 and her Texas Master Florist in 2026. Won was the winner of the 2024 Best of Blooms Florist Review Competition and has designed internationally, including being an International Floral Demonstrator at Singapore Garden Festival in 2024, designing large-scale installations for Hoogstraten in Belgium in 2025 and 2026 and being team leader and head designer for large-scale street installations for Leverano in Fiore, Leverano, Italy in 2025 and 2026. She has been published in Florist Review, TEXAS in Bloom and AIFD Focal Points. In 2025, Won chaired the AIFD Blooms Over Palm Springs and currently serves as the Secretary of the AIFD South Central Chapter and as a Retail Director on the TSFA Board of Directors.
Beyond the Bio: Ellie Grande
Meet the Speaker — Ellie Grande AIFD, CFD, EMC
Ellie Grande has owned GranDesign Studio in Tomball for more than a decade and is a floral educator and instructor, specializing in European-style design workshops. She was inducted into the American Institute of Floral Designers in 2020 and earned her European Master Certification in 2022. She was a Philadelphia Flower Show Master Designer from 2014 to 2023, First Place winner of the Latin American Cup at the AIFD Latin American Society in 2025, First Place winner of Bridal Bouquet at the Florida State Florists’ Association in 2023, First Place winner of Found and Forge at the Northern AIFD Chapter in 2025 and an International Floral Demonstrator at the Singapore Garden Festival in 2024. She has been published in TEXAS in Bloom, AIFD Focal Points and the AIFD Foundation Just Make It Pretty flip book. Grande has been a member of the AIFD South Central Chapter Board of Directors since 2023 and served on the AIFD South Central Chapter Social Media Committee from 2020 to 2024.
Beyond the Bio: Jody McLeod
Meet the Speaker — Jody McLeod AIFD, CFD, PFCI, NCCPF
Jody McLeod is a seasoned floral industry veteran with over 30 years of experience. He is a Teleflora Education Specialist, won the North Carolina Florist of the Year competition and was inducted into the Jim Treadaway Cup Hall of Fame. McLeod is known for his high-energy, engaging and inspiring floral design programs and leadership seminars. He is also the Mayor of Clayton, North Carolina.
Beyond the Bio: J. Keith White
Meet the Speaker — J. Keith White AIFD CFD CEJ
Known for his floral vision and extraordinary designs, White served as a jury member for the 2004 Interflora World Cup in Melbourne, Australia. He represented the United States in the 2010 Interflora World Cup in Shanghai, China. Sponsored by FTD, his masterful designs for the official vehicles in the Tournament of Roses Parade have been viewed by millions.
2026 Floral Education Announced
TSFA is thrilled to announce its 2026 Events Calendar! Whether you are a floral enthusiast ready to turn your passion into a career or a seasoned floral industry professional, TSFA has education, events and classes designed to support your journey!
Beyond the Bio: Deborah De La Flor
Meet the Speaker — Deborah De La Flor AIFD CFD PFCI
For more than 30 years, Deborah De La Flor has traveled the world, sharing her love for the floral industry through design presentations, seminars, competitions and commentary. Her ability to anticipate and influence the latest floral trends has served her well. Her vast knowledge, down-to-earth demeanor and infectious enthusiasm make her a sought-after presenter for floral industry events. TSFA is thrilled to welcome her to Tyler, where everything’s coming up roses!
Beyond the Bio: Renato Cruz Sogueco
Meet the Speaker — Renato Cruz Sogueco AAF PFCI
As BloomNet Vice President of Digital Strategy and Education, Sogueco’s primary role is to serve member florists by helping them build web traffic and engage customers. He develops innovative solutions focusing on search engine optimization and marketing, social media, content marketing and mobile strategy. Sogueco serves as lead educator on new technology, digital marketing strategy, consumer and demographic trends at the Floriology Institute and on the new online learning platform, Floriology Now. He previously served as Society of American Florists Chief Information Officer, supporting marketing, technology and government relations efforts for flower growers, suppliers, wholesalers and retailers.
Beyond the Bio: Vonda LaFever
Meet the Speaker — Vonda LaFever AIFD CFD PFCI
Vonda LaFever’s industry experience expands over four decades. She is the founder of Flower Clique, which provides tools and services for floral professionals looking to simplify and elevate their business the way they have always envisioned. LaFever owned and managed a retail shop in Illinois for 20 years. Her career with Teleflora includes Unit President, Regional Unit Director and Education Specialist Team Educator. In 2010, she was a member of the Academy Awards Design Team, and in 2015, she served on the White House Special Events Design Team. LaFever co-hosts the popular podcast, The Business and Pleasure of Flowers.