Member Stories

Meet the Speaker — Rebecca Sullivan AIFD, CFD, TMF

Rebecca Sullivan is currently the owner of Fancy Pants Floral. Before launching her studio floral business in 2019, Sullivan was a high school floral design teacher for more than 30 years. She received her Bachelor of Science in Horticulture from Texas A&M University. Sullivan earned her Texas Master Florist designation in 2019 and was inducted into the American Institute of Floral Design in 2025. She also won the 2025 Texas Designer of the Year competition at last year’s Texas Floral Expo.

Meet the Speaker — Susan Piland AIFD, CFD, TMF

Susan Piland is a studio florist and freelance designer who began her floral career as a horticulture student at Skyline Career Development Center in Dallas. She earned her Texas Master Florist designation in 1986 and was inducted into the American Institute of Floral Designers in 2023. Piland has been an active member of the Texas State Florists’ Association for 40 years, serving as President from 2023 to 2024. She is currently a co-chair on TSFA’s Education Committee and an instructor at the TSFA School of Floral Design.

Meet the Speaker — Cheryl Vaughan CFD, PFCI, TMFA

Cheryl Vaughan has owned Creative Petal Designs since 1997. In addition to her business as a wedding and event designer, she is an instructor and presenter for TSFA and previously served as TSFA President. Vaughan is a strong believer in continuing education and has a passion for sharing her expertise with others. With years of experience in the floral industry, she shares her wealth of knowledge through workshops, seminars and mentoring programs. Whether teaching beginners or seasoned professionals, Vaughan fosters a supportive learning environment in which students flourish.

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.

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.

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.