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Expo Presenters
Meet the premier presenters who will share their secrets to floral industry success at the Texas Floral Expo in League City on June 27-29! Click on each name to learn more about that presenter.
From emerging trends to designs inspired by artificial intelligence, this conference has more floral education and networking opportunities than ever before.
Don't keep this secret to yourself! Attend with a friend.
Chris Collum-Williams AIFD CFD TMF
Chris Collum-Williams began his floral career 32 years ago as a delivery driver for a flower shop in Levelland, Texas. Working his way up over the years, he was always thirsting for more floral knowledge. Once a designer, Collum-Williams began competing in local and state design competitions. He won the WesTexas New Mexico Florist Association (WTNM) Silver Cup in 1997 and the Texas Cup in 2015. Chris received his Texas Master Florist in 1996.
In 2004, Collum-Williams started freelancing, with jobs taking him all over the United States. He continued his freelance career for three years, working for several flower shops and event planners, always learning new techniques and business smarts along the way. In 2007, Chris and his husband Tom accepted management positions at Flowerland in Midland, Texas, and at Mark Knox Flowers in Odessa, Texas, where they have successfully been the past 17 years.
In 2010, Chris was inducted into the American Institute of Floral Designers (AIFD) in Boston. After achieving this highly coveted goal, he is now even more eager to share his knowledge with others in the floral industry, while all the time still learning himself. Chris has presented main stage during AIFD Symposium.
His industry leadership continues to make a difference. He currently serves, as a director on the AIFD National Board. He is a past president of WTNM and is a recipient of the WTNM Silver Rose Award. His passion for the floral industry is strong and evolves every day through creativity and education.
Don't miss these sessions presented by Chris Collum-Williams AIFD CFD TMF!
Friday, June 27, 7-10 p.m. — Innovative Floral Stylings for Weddings and Events
This presentation will be held during the Stars of Texas Dinner, included with your Everything Expo registration.
Professionally designed floral stylings offer a fresh and creative approach to elevating any wedding or event. From bold, modern arrangements to timeless, romantic bouquets, the professional floral designer curates unique floral experiences that leave a lasting impression. A shared artistic vision, with a deep understanding of color, texture and seasonal blooms, are among the skills needed to create bespoke arrangements tailored to exceed expectations. Whether an intimate ceremony or a grand celebration, innovative floral stylings transform spaces and set the mood to make the client’s day uniquely their own and truly unforgettable for all who attend. Learn just how to bring a dream aesthetic to life, with flowers that tell a story in the most memorable way.
Underwritten by Accent Decor.
Saturday, June 28, 5:30-7:30 p.m. — Wedding Design: What’s Your Best Kept Secret?
This stellar hands-on design workshop will take on another layer of learning through interactive components to best uncover the hidden tips and tricks that floral shops and event companies use. From planning, organizing and production to delivery and setup, Collum-Williams will highlight the most essential keys to success while fine-tuning skills and expanding creativity. Collum-Williams promises, "Together, we will create impactful designs of distinction that will inspire the very best while discussing mechanics, color palettes and the versatility of the designs." Additional fees apply to attend this optional hands-on workshop.
Underwritten by Accent Decor.
Brandy Ferrer AIFD CFD TMF
Brandy Ferrer is an award-winning floral designer and owner of Simply Beautiful Floral Company in Gilmer, Texas. Known for her vibrant and innovative designs, Ferrer has revitalized her local floral industry while fostering a culture of education and mentorship. As the 2024 Texas Designer of the Year, she serves as the Texas State Florists Association Retail Director and the Social Media Director for the South Central Chapter of AIFD.
A dedicated educator, Ferrer has taught numerous workshops and programs, including presentations at the AIFD National Symposium and hands-on floral design training for FFA teachers. She also co-founded the East Texas Yamboree Student Floral Cup and contributes to the industry through her column, "Bloom with Brandy," in Texas in Bloom magazine. Her writing inspires florists with practical insights and creative inspiration.
Ferrer’s accolades include winning the Frankie Shelton Cup in 2023, hosting workshops like "Floral Alchemy: Mother’s Day Magic," and presenting on the transformative role of AI in floristry. Residing in Gilmer, Texas, with her husband Mark and their two children, Ferrer continues to push boundaries in floral design while giving back to the community and industry.
Don't miss this session presented by Brandy Ferrer AIFD CFD TMF!
Friday, June 27, 9-11 a.m. — Secrets of AI-Powered Floral Artistry
Step into a world of hidden possibilities and uncover secrets where imagination meets innovation in this enchanting hands-on workshop for floral designers of all skill levels. Ferrer will reveal the fascinating synergy between technology and artistry, using AI tools like ChatGPT to transform abstract ideas into breathtaking floral designs. Discover how AI-generated themes and visuals can unlock unique, one-of-a-kind arrangements, revealing the secrets to boundless creativity. Engage in guided exercises that fuse your artistic intuition with AI-enhanced inspiration, turning abstract ideas into floral masterpieces. Tackle design challenges inspired by AI prompts, uncovering new approaches and pushing the boundaries of traditional floral design. Learn the secrets to seamlessly integrating AI into your creative process to save time, spark innovation and captivate your clients. Additional fees apply to attend this optional hands-on workshop.
Underwritten by South Central AIFD and Texas Floral Education Underwriters.
Frank Feysa AIFD CFD PFCI
Frank Feysa has been involved in the floral industry for many years as a retailer, event designer, educator and commercial print designer. He is a past president of the American Institute of Floral Designers and served as chairman of the 2014 AIFD National Symposium in Chicago, Illinois. Currently a design director for the Smithers Oasis Company in Kent, Ohio, Feysa has taught commercial and contemporary floral design at Ohio State University in Wooster, Ohio. His work has been featured in many industry publications, and he has traveled extensively presenting design programs and hands-on workshops nationally and internationally on a wide variety of floral subjects. Feysa is also an accredited American Orchid Society Judge.
Don't miss these sessions co-presented by Frank Feysa AIFD CFD PFCI!
Saturday, June 28, 3:15-5 p.m. — Mastering the Secrets of Sympathy Florals
Learn to design heartfelt funeral arrangements with elegance, intention and an increased knowledge of symbolism in this bilingual hands-on workshop. Explore the techniques that support artistic creations that are long remembered. Additional fees apply to attend this optional hands-on workshop.
Underwritten by Smithers-Oasis.
Sunday, June 29, 9:45-10:45 a.m. — The Secret Language of Sympathy Flowers
In this bilingual presentation, explore the delicate art of crafting floral designs that honor life and offer comfort, insights into meaningful blooms and timeless arrangements.
Underwritten by Smithers-Oasis.
Hitomi Gilliam AIFD
Hitomi Gilliam’s biggest passion is sharing everything she knows about flowers through presenting and teaching. She began her career as a farmer and florist, a greenhouse grower and landscape designer, turned retail florist for first half of her working life. She focused her attention to teaching and became a floral educator, presenting design programs and workshops extensively throughout North America and around the world for the past 35 years. She has been a much sought after presenter for art museums and botanical gardens, garden clubs and industry sponsors over the years. She founded DESIGN358, an education-based event company with her son, Colin Gilliam, in 2008. Now, their focus is in extensive online programming of floral education, with Colin as the executive producer.
She is an author of eight books. The Fresh Look at Judging, co-authored with Kathy Whalen, has garnered accolades for thorough updated examination of the elements and principles of design and its application to the judging and evaluating processes for floral design.
Gilliam popularized Neotropica and defined Tropical Nouveau styling. She is a recipient of AIFD Design Influence Award, a coveted award in floral design (1998) and received the American Horticultural Society’s ‘Frances Jones Poeltker Award’ (2006). A recipient of Gold Honors ‘Best of Show’ at Singapore Garden Festival Windows to the World International Floral Exhibit representing Canada (2008), she is also a 10-time center stage presenter at American Institute of Floral Designers national symposiums. She was also a featured artist at Les Fleurs Sauvages Art Exhibit at Sotheby’s Institute of Art in New York City (2018) and was honored to serve as one of the three judges for the 2020 Tournament of Roses Parade Floats in Pasadena, California.
Gilliam is a Teleflora Education Specialist. A YouTube content creator in floristry and an online floral educator. She offers in-person master classes and is a partner in floral tourism.
Don't miss these sessions presented by Hitomi Gilliam AIFD!
Saturday, June 28, 7:30-9:30 a.m. — Styling Everyday Florals
This presentation will be held in conjunction with the TSFA Annual Meeting and breakfast, which is included with your Everything Expo registration.
Creative templates for gorgeous designs can be formulated for a unique approach to floral styling. IT’S THE SECRET to maximizing size and impact with less stem count in the least amount of time. This constitutes the templates to profitability and business sustainability. Plan your floristry future with an "economy of means" based on ways to reduce the number of hours and rising cost of goods used to get more style with less. Gilliam will share her latest creative templates with you in this design presentation during the Saturday morning breakfast when all gather for the TSFA Annual Meeting.
Underwritten by Teleflora.
Sunday, June 29, 7:30-9:30 a.m. — Sheep and Cane: Styling With Fiber Art Structure
Creative templates are the SECRETS! They are constructed with interchangeable components that support different styles. Learn to create components that can morph into your favorite styles of design. Additional fees are required to attend this optional hands-on workshop.
Underwritten by Teleflora.
Charlie Groppetti AIFD
The very essence of Charlie Groppetti’s style is nature-inspired designs “Cut from the Landscape”, often mixed with commercially grown materials to create unique botanicals. Having years of experience in the floral industry and a member of AIFD, Charlie’s understanding of the multiple aspects of design is immense. His early years were spent in a flower shop in California, of which he owned for nearly 20 years, often incorporating the agricultural bounty that surrounded him. Now settled on his farm in Vilonia, Arkansas, Charlie finds a source of inspiration reflected in each gathered botanical bouquet. Through his visionary development of Porch View Home, a home and garden lifestyle brand, his inspired home furnishings and accessories expand his style into a global marketplace. Charlie was awarded the prestigious, Award of Design Influence in July, 2022 from the American Institute of Floral Designers.
Don't miss these sessions presented by Charlie Groppetti AIFD!
Friday, June 27, 12-2 p.m. — Secrets for Creating Marketing Videos
Discover simple techniques to create videos for floral marketing or influencing. All can be easily created on your iPhone or iPad once the secrets unfold! Additional fees apply to attend this optional hands-on workshop.
Underwritten by Texas Floral Education Partners and Texas Floral Education Underwriters.
Saturday, June 28, 11:45 a.m.-1:45 p.m. — Christmas Secrets Revealed
Discover extraordinary insights that will educate and delight as the story reveals secrets of nature that inspire permanent botanical designs for the holidays.
Underwritten by Texas Floral Education Partners and Texas Floral Education Underwriters.
Corrine Heck PFCI
Corrine Heck, the founder of Details Flowers Software, has an impressive journey in the floral industry, evolving from an event designer to a software developer, now serving as CEO. She established Details Flowers Software to empower event florists to manage and expand their businesses efficiently. With over two decades of experience, Heck's vision has blossomed into a global solution with thousands of users.
Her entrepreneurial journey gained momentum when she won the Rollins College Sponsored Venture Pitch Grand Prize in 2016. Since then, she's relentlessly improved Details Flowers Software, leading a female-led, U.S.-based team dedicated to creating custom-designed automation software for florists.
Heck's contributions to the floral industry have earned recognition from the Society of American Florists, where she was inducted into the Professional Floral Communicators International. In 2022, Details Flowers Software was named one of GrowFL's Top 50 Fastest Growing Companies. Heck has received numerous accolades, including being honored as the Most Charitable Woman in Volusia County, listed among Inc Magazine’s Top 200 Female Entrepreneurs of 2023 and receiving the University of Florida’s Gator100 Award in 2023. Furthermore, in late 2023, the Daytona Beach Chamber of Commerce named Details Flowers Software the Small Business of the Year.
Details Flowers Software is the official software and essential procurement tool for prestigious events like the American Institute of Floral Designers National Symposium and the 2023 Interflora World Cup. The company is headquartered in Ormond Beach, Florida, where Heck resides with her husband and three children on their eight-acre farm
Don't miss this session presented by Corrine Heck PFCI!
Sunday, June 29, 8-9 a.m. — Secrets of Top Event Florists: Turning Vision Into Profitable Designs
Have you ever wondered how top event florists seamlessly balance dream designs with real-world budgets? Join Corrine Heck, CEO of Details Flowers Software, as she unveils the top secrets of successful floral businesses. Learn proven strategies for setting clear client expectations, presenting cost-effective alternatives and using pricing transparency to build trust. Discover how industry leaders navigate budget conversations while maintaining creativity and profitability. Whether you're designing high-end events or intimate gatherings, this business session will equip you with insider knowledge to elevate your business and ensure every event is both stunning and financially successful.
Underwritten by Details.
Vonda LaFever AIFD CFD PFCI
Vonda LaFever is widely respected in the floral industry for both her design skills and business savvy. Uncertain as to where the time has gone, her industry experience expands over four decades filled with excitement!
Among her many achievements, she has:
- Owned and managed a retail shop in Illinois for 20 years.
- Been a floral instructor at Kishwaukee College.
- Assisted with the SAIFD program at Kishwaukee College.
- Served as Teleflora Unit President and Regional Unit Director.
- Been a Teleflora Education Specialist Team Educator 2007-2023.
- Participated as a member of the 2010 Academy Awards Design Team.
- Contributed as a member of the 2015 White House Special Events Design Team.
American Institute of Floral Designers® (AIFD) Leadership includes:
- AIFD Membership Committee for 11 years.
- AIFD National Board of Directors for two years.
- 2015 AIFD Symposium Program Coordinator for Journey, celebrating the 50th Anniversary of AIFD.
- 2018 AIFD National Symposium Main Stage Presenter “Flower Shop of the Future”.
- AIFD Symposium Coordinator in 2026.
LaFever is passionate about the industry and enjoys teaching retailers throughout the United States. She is co-host of the podcast, The Business and Pleasure of Flowers. 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.
Her floral designs have been featured numerous times in national floral publication Flowers& and she has contributed, as a featured author, in the book Flowers Are Forever. She enjoys spending time with her family and dog, Bella, in mostly sunny Florida.
Don't miss this session co-presented by Vonda LaFever AIFD CFD PFCI!
Saturday, June 28, 5:30-6:30 p.m. — Service and Synergy: Building a Customer-First Dream Team
Vonda LaFever AIFD CFD PFCI and Lori Wilson PFCI will explore the key qualities of an ideal team player — hungry, humble and people-smart — as outlined in The Ideal Team Player by Patrick Lencioni. Discover how these traits directly impact customer service in the floral industry.
Exceptional service starts with the right people. In this session, you’ll learn how to identify, hire and train team members who not only deliver outstanding customer experiences but also contribute to a positive, high-performing workplace.
Pull back the curtain on how to confidently sell, connect with customers and increase profits. In this session, you will learn proven techniques and insider secrets that will help turn conversations into sales and create repeat customers. Whether you're struggling with staffing, training or team dynamics, this session will give you actionable takeaways to build a thriving, customer-first dream team — and a sneak peek at the strategies that will make your team most effective!
Underwritten by Flower Clique.
Kate Penn
As the Society of American Florists (SAF) Chief Executive Officer, Kate Penn leads, directs and manages day-to-day activities for SAF and is responsible for developing the overall strategic positioning for the organization. She joined SAF in 1987 as a writer and editor, and then held positions as editor-in-chief, publisher, vice president of publishing and communications, and chief content and publishing officer. Penn has a B.S. in journalism from Bowling Green State University.
Don't miss this session presented by Kate Penn!
Friday, June 27, 5:15-5:45 p.m. — Tariffs, Consumer Spending and Your Bottom Line
What do tariffs and economic uncertainty mean for your floral business — and how can you adapt? In this brief and timely presentation, Kate Penn of the Society of American Florists shares expert insights and real-world advice for navigating these challenges in real time. Walk away with the clarity and strategies to protect your margins and plan for what’s next.
Brenna Quan AIFD
Brenna Quan approaches floristry by embracing the creative aspect of design. The materials from which she draws inspiration are most often natural shapes and forms which guide her in creating beautiful botanical art expressions.
Her artistry developed at a young age, studying dance and theatre, which eventually landed her on stages across the United States and Canada as a professional dancer and choreographer. During this time, she also discovered the emotional connection between flowers and the human spirit, making her keen on developing this other art form.
Now an award-winning floral artist and educator based in Vancouver, Canada, she is recognized for her detailed design work in public exhibitions, imaginative pieces shared in demonstrations across North America, on her social media platforms and in various floral art book compilations. As a competitor, some notable accolades include first place in the 2016 and 2019 Pacific Northwest Design Competitions, first place in the 2019 Maple Leaf Cup, and the runner-up in 2016’s Gateway to the Americas Cup, representing Canada. Last fall, she earned a second place overall ranking, once again representing Canada in the Gateway to the Americas Cup held in Panama — against 32 competitors from 20 different countries.
An active American Institute of Floral Designers (AIFD) member since 2009, Quan has been a main stage presenter on two occasions at their National Symposium, and she will once again be a featured presenter this summer in Palm Springs, California. She has proudly served in many leadership roles, including president for the Northwest Region of AIFD. Her contributions of several tutorials for floral magazines, printed and online, and various educational video series, garner her engagement on her social media platforms, where she values her connections to colleagues and acquaintances around the globe.
Don't miss these sessions presented by Brenna Quan AIFD!
Saturday, June 28, 2-3 p.m. — Floral Sorcery: Transforming Ideas Into Art
This program will focus on how materials can spark the process of creation. Form, line and texture are just a few elements of design that will be applied to the building of beautiful botanical art.
Underwritten by BloomNet.
Sunday, June 29, 2:30-5 p.m. — Enchanting Cascades Advanced Workshop
Join in to create a whimsical and versatile cascading design using wire techniques and a combination of materials. Whether for a bouquet, couture styling or a unique floral art expression, this session will guide you through designing a flowing, balanced composition. Enhance your skills and explore your creativity! Additional fees apply to attend this optional hands-on workshop.
Underwritten by BloomNet.
Rocio Silva AIFD CFD PFCI
Monterrey, Nuevo León, Mexico, is Rocio Silva's home. She was inducted into the American Institute of Floral Designers (AIFD) in 2011 and is a member of the Mexican Council of Judges in Horticulture and Design. Silva holds the Professional Floral Communicator International designation from the Society of American Florists. She judges countless competitions as an AIFD Certified Evaluator and Accredited National Garden Club Judge. Silva is a past president of the Latin American Society of AIFD Members; a co-founder and director of the Instituto Mexicano Técnico Floral, which is the first floral design school in Mexico; and a floral designer for Oasis Floral Mexico.
Silva says, "Learning is my passion and my drive — so much to share and create! Flowers unite us, regardless of religion, culture, language, race or social status. Long live flowers!"
Don't miss these sessions co-presented by Rocio Silva AIFD CFD PFCI!
Saturday, June 28, 3:15-5 p.m. — Mastering the Secrets of Sympathy Florals
Learn to design heartfelt funeral arrangements with elegance, intention and an increased knowledge of symbolism in this bilingual hands-on workshop. Explore the techniques that support artistic creations that are long remembered. Additional fees apply to attend this optional hands-on workshop.
Underwritten by Smithers-Oasis.
Sunday, June 29, 9:45-10:45 a.m. — The Secret Language of Sympathy Flowers
In this bilingual presentation, explore the delicate art of crafting floral designs that honor life and offer comfort, insights into meaningful blooms and timeless arrangements.
Underwritten by Smithers-Oasis.
Renato Cruz Sogueco AAF PFCI
Renato Cruz Sogueco serves as Vice President of Digital Strategy and Education at BloomNet, a premier florist services company. His primary role is to serve member florists by developing innovative services and solutions focusing on digital marketing strategies such as search engine optimization (SEO),
search engine marketing (SEM), social media, content marketing and mobile strategy to help them build web traffic and engage customers.
He also serves as lead educator on topics such as new technology, digital marketing strategy and business, consumer and demographic trends at the Floriology Institute in Jacksonville, Florida, and the new online learning platform, Floriology Now.
Prior, he served as Chief Information Officer (CIO) for the Society of American Florists (SAF), the floral industry’s trade organization providing marketing, technology and government relations for flower growers, suppliers, wholesalers and retailers.
Don't miss these business sessions presented by Renato Cruz Sogueco!
Friday, June 27, 1-2 p.m. — Unlocking Social Media Best Practices
Why do some social posts go viral and others do not? Photo and video quality and technique play a huge role in whether customers engage with your business through social. In this interactive session, you will discover tips and tricks, using a smartphone or digital camera to create click-worthy content. You’ll also learn how to best leverage your social platforms, specifically Instagram, Facebook and TikTok, to maximize reach and gain new customers.
Underwritten by BloomNet.
Saturday, June 28, 3:15-5 p.m. — Uncovering the Latest Website Tips, Tricks and Trends
Customers continue to go online to purchase floral gifts. Are you getting your share of these orders — only if your website is fully optimized to capture these sales. Uncover the best practices for optimizing your website to increase website rank, convert web visits to sales and ensure you are leveraging all the resources and tools to grow your business.
Underwritten by BloomNet.
J. Keith White AIFD CFD CEJ
J. Keith White is known for his floral vision and extraordinary designs. No stranger to the news media, White's programs and projects have been covered by broadcast, internet and print journalism for more than three decades. Sponsored by FTD, his masterful designs for the official vehicles in the annual Rose Parade® have been viewed by millions from 2007-2022. White’s published credits include Wedding Winning Bouquet Combinations, which was produced with Florists’ Review and the California Cut Flower Commission (CCFC) and the FTD-sponsored Design Portfolio for 2013, 2014 and 2015.
White was Creative Director of the American Floral Trends Forecast 2016-2021 and is the Creative Director of the American Floral Trends®. As an associate instructor at the Houston School of Flowers, sessions included the AIFD Floral Designer Certification class, advanced floral design classes and special event and wedding classes. His passion for education continues with Keith White Floral Education.
White's talents as a designer, educator and merchandiser for the annual FTD Makeover Magic contest and Winward Silks showrooms are recognized throughout the floral industry. He represented the United States in the Interflora World Cup at the World Expo 2010 in Shanghai, China, and served as a Jury member for the Interflora World Cup in Melbourne, Australia, in 2004. As an American Institute of Floral Designers (AIFD) Certified Floral Evaluator/Judge, he has judged numerous regional and national floral competitions including FTD America's Cup in 2018, as well as serving as a Rose Parade Float Judge for the 2022 Rose Parade. Since his induction into AIFD in 1996, White has presented four main stage programs at various AIFD Symposia, with the American Floral Trends program that premiered at the 2022 AIFD Symposium Las Vegas and Gallery Presentation at AIFD 2024 Orlando. Most recently, he was honored as the recipient of AIFD Laureates and the 2023 AIFD Distinguished Service to the Floral Industry Award.
While he is known for his flair, showmanship and professionalism, his programs also present meaningful educational content. Through his numerous roles and collaborations, White continues to influence and share greater knowledge to American floral design.
Don't miss these sessions presented by J. Keith White AIFD CFD CEJ!
Friday, June 27, 9-11 a.m. — Unlocked Secrets Hands-on Design Workshop
Captivate and experience hands-on applications with White through the inspired use of color, texture and design styles associated with the American Floral Trends. This is your gateway to inspiration with a comprehensive view of one floral trend and the numerous ways to successfully combine materials to achieve a higher level of floral design. Additional fees apply for this optional hands-on workshop.
Underwritten by FTD.
Sunday, June 29, 11 a.m.-2 p.m. — Your Gateway to Inspiration
Discover an inspiration portal to the top five anticipated color palettes, design elements and styles with the American Floral Trends 2025 and 2026. Lunch will be served as White showcases floral design applications for each trend, offering valuable merchandising tips. This trend report is a collaborative research and development project from the nation's leading designers, floral educators, product developers and influencers, aimed at helping florists attract customers and grow their businesses by leveraging emerging trends.
Underwritten by FTD. Educational funding provided by the AIFD Foundation.
Lori Wilson PFCI
As the Director of Education and Community for Flower Clique, Lori Wilson brings her background of more than 20 years in education and her passion for connection to our ever-changing industry. She focuses on helping business owners lead their teams with excellence, emphasizing sales and leadership effectiveness, employee motivation and transformative mentoring.
Wilson’s undeniable passion for ongoing education has led to her roles as a presenter at the Society of American Florists Convention, NextGen and the Great Lakes Floral Expo.
She is the co-host of a top floral podcast, The Business & Pleasure of Flowers, and has over 12 years of experience in the floral industry. She is the mother to three wonderful children and one needy dog named Bo. Wilson and her husband, Mark, reside in Houston, Texas.
Don't miss this session co-presented by Lori Wilson PFCI!
Saturday, June 28, 5:30-6:30 p.m. — Service and Synergy: Building a Customer-First Dream Team
Vonda LaFever AIFD CFD PFCI and Lori Wilson PFCI will explore the key qualities of an ideal team player — hungry, humble and people-smart — as outlined in The Ideal Team Player by Patrick Lencioni. Discover how these traits directly impact customer service in the floral industry.
Exceptional service starts with the right people. In this session, you’ll learn how to identify, hire and train team members who not only deliver outstanding customer experiences but also contribute to a positive, high-performing workplace.
Pull back the curtain on how to confidently sell, connect with customers and increase profits. In this session, you will learn proven techniques and insider secrets that will help turn conversations into sales and create repeat customers. Whether you're struggling with staffing, training or team dynamics, this session will give you actionable takeaways to build a thriving, customer-first dream team — and a sneak peek at the strategies that will make your team most effective!
Underwritten by Flower Clique.
Derek Woodruff AAF AIFD CFD PFCI CF
Derek Woodruff joined the floral industry at the age of 16 when he began learning floral design in vocational school and working for a local florist. Since then, he has continued to study through institutes such as Michigan State University, Great Lakes Floral Association and the American Institute of Floral Designers. In 2008, he launched his own business, Floral Underground, and is currently the Lead Designer and Educator for Syndicate Sales. Woodruff is a captivating speaker who specializes in today’s consumer, connecting and engaging them through different types of media, including demonstrations, subscription services and hands-on workshops. In addition to being an educator, Woodruff is considered a national floral design champion, spending many years polishing the practice of live floral design competition. This dedication has won him numerous awards of note, including second runner-up on the televised reality show "The Arrangement", the 2016 Sylvia Cup and the 2024 Floriexpo Iron Designer.
Don't miss this session presented by Derek Woodruff AAF AIFD CFD PFCI CF!
Friday, June 27, 12-2 p.m. — The Secret to Sustainability in Bespoke Design
In a world of floral saturation, what makes an arrangement stand out to a consumer? These days, people can buy flowers from retail florists, floral studios, mass-markets and even online. The best way to set yourself apart is your style. One of the most popular design styles of today, in the eyes of young consumers, is known as bespoke, free-form or bohemian. In this workshop, you will learn the secret to designing using elements and principles of this type of style with the latest sustainable tools and mechanics and realize that it is not much different from what you already know in floral design. Additional fees apply for this optional hands-on workshop.
Underwritten by Syndicate Sales.