Blog
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.
Beyond the Bio: Lori Wilson
Meet the Speaker — Lori Wilson PFCI
With a background of more than 20 years in education, Lori 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.
Beyond the Bio: Derek Woodruff
Meet the Speaker — Derek Woodruff AAF AIFD CFD PFCI CF
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 AIFD. 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.
Beyond the Bio: Corrine Heck
Meet the Speaker — Corrine Heck PFCI
Corrine Heck is the founder of Details Flowers Software, evolving from an event designer to a software developer and now serving as the CEO. Her entrepreneurial journey gained momentum when she won the Rollins College Sponsored Venture Pitch Grand Prize in 2016. At the helm of one of GrowFL’s Top 50 Fastest Growing Companies in 2022, Heck was honored as the Most Charitable Woman in Volusia County. She was named one of Inc Magazine’s Top 200 Female Entrepreneurs of 2023 and is a recipient of the University of Florida’s Gator100 Award in 2023. Daytona Beach Chamber of Commerce named Details Flowers Software the Small Business of the Year in 2023.
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