Member Stories

Meet the Speaker — Brandy Ferrer AIFD CFD TMF

Brandy Ferrer is the owner of Simply Beautiful Floral Company in Gilmer, Texas. She won First Place in the Frankie Shelton Cup Competition in 2023 and was the 2024 Texas Designer of the Year. Ferrer currently serves as a TSFA Retail Director. She was inducted into the American Institute of Floral Designers (AIFD) in 2023. A dedicated educator, Ferrer has taught numerous workshops and programs, including AIFD Symposium and hands-on floral design training for FFA teachers. Ferrer is a co-founder of the East Texas Yamboree Student Floral Cup. She is a TEXAS in Bloom contributor with a monthly column titled Blooming With Brandy.

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.

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.

Meet the Speaker — Chris Collum-Williams AIFD CFD TMF

Chris Collum-Williams was the featured speaker at the 2024 Texas Floral Showcase in Salado. He will present two sessions at the Texas Floral Expo on June 27-29, 2025.

His 32-year career began in Levelland, Texas, as a delivery driver. As a Texas Master Florist, Collum-Williams launched a freelance career with jobs across the United States. He won the WesTexas New Mexico Florist Association (WTNM) Silver Cup Competition, and in 2010, he was inducted into the American Institute of Floral Designers (AIFD). Collum-Williams won the Texas Cup Competition and was named Texas Designer of the Year in 2015. He is a WTNM Past President, recipient of the WTNM Silver Rose Award and currently serves as a director on the AIFD National Board. 

Meet the Speaker — J. Keith White AIFD CFD CEJ

J. Keith White is the presenter for a two-day Formative Design Objectives course on May 23-24, 2025, at the TSFA School of Floral Design. He will also present two sessions at the Texas Floral Expo on June 27-29, 2025.

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.