SUNLIGHTING, CONVENTION 2021

C O N V E N T I O N

2 0 2 1

E D I T I O N

2021

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International

TO OUR PARTNERS AND UNDERWRITERS

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AIFD

Fern and Foliage Direct

Jet Fresh Flowers

Pennock Floral

AIFD Foundation

Fern Trust

Knud Nielson Co.

Porch View Home

Allure Farms

Field of Flowers

Kuhn Flowers

Rio Roses/Equiflor

Barry Gottlieb

Floriology Institute

Lion Ribbon

Rosaprima

Berkeley Florist Supply

Floristcentric

Meraki Floral Tools

Bloomnet

Flower Shop Network

Napco

Special Event Resource and Design Group

Botanica

Full Pot of Flowers

Oasis Floral Products

Chrysal USA

FTD

Orlando Wholesale

Details Flowers

Galleria Farms

Fast Breaks Executive Entertainment

Gardens America

Ornatus Event Productions

Giftwares Co. Inc.

convention 2021 // floridastatefloristsassociation.com

P&F Costa Rica Flower Farm

Teleflora The Florist Federal Credit Union Yola Guz School of Floral Design

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HAPPY ANNIVERSARY FSFA! How Glorious to be Celebrating 100 years in Floristry! I'm so proud that florists in 1921 had the vision and foresight to know that they needed each other! They formed an association in order in become better florists, designers, & business people.

One hundred years later, the focus is "Florist helping Florist.” We are a very unique industry. We always share our knowledge and help each other in any way we can and by doing that, we provide people with something very valuable. Maybe it's because we are in the business of emotions and conveying messages for our customers in a beautiful way, but through the beauty of flowers, we are able to send powerful messages from the heart.

We realized this even more during the past two years when life as we knew it changed significantly. For those unable to see loved ones in person, the consumer sent flowers.

We were able to send those messages around the world through the magic of our beautiful floral creations.

Additionally, the Florida State Florists Association (FSFA) had to change with the times, and thank goodness for technology! Our virtual competition, the "Design Challenge International" – the brainstorm of our phenomenal Executive Director and visionary Mr. Bob Tucker – opened FSFA up the the world! Through Social Media postings about the competition, we received 88 Entries from 14 countries! Votes came in from six continents and over 35 countries! Our Mid Season Summit in January 2021 was also done virtually with fabulous design presentations for all to view from the comfort of your home or office. Floriology and our President Elect Jackie Lacey filmed a few of the presentations from their office in Jacksonville and blended the entire event! Even our 2021 Designer of the Year Competition was held via Zoom and through that platform, three members or our competition committee observed from their computer screens and were able to see every move the competitors made. Photos were then taken from every angle of their beautiful design work for judges to critique. FSFA sent fresh flowers and hard goods were overnighted via FedEx for all competitors. It was a truly amazing endeavor and as a result, we were reminded that through adversity, we find our strengths. We are truly blessed to have chosen the path of flowers; or rather, to have this path of flowers chosen for us.

With that, I would like to say that it has been my honor and privilege to assist in navigating our great association through this extraordinary time. It is my greatest wish that the Florida State Florists Association and all of its members continue to grow and thrive to become better florists, designers & business people as our founders intended 100 years ago. "Florists Helping Florists.”Always. God bless and keep the passion of flowers!

Proud to be your FSFA President, Deborah De La Flor, AIFD CFD PFCI President - Florida State Florist's Association

IN THIS ISSUE 09 // Designer of the Year

Introducing the 2021 FSFA Designer of the Year.

11 // Back in Time FSFA celebrates 100 years of floristry.

18 // Design

Challenge International

An international floral competition unites florists around the world.

19 // Design

Challenge Spotlight

Get to know the winner of the 2020 Design Challege International.

22 // Mid-season

Summit 2021 Goes Virtual Online floral classes and competitions mark a first in FSFA history.

OFFICERS / DIRECTORS CONVENTION EDITION 2021

EXECUTIVE BOARD PRESIDENT

TREASURER

AIFD CFD PFCI

AIFD CFD FSMD

PRESIDENT ELECT

SECRETARY

AAF AIFD CFD PFCI

AIFD CFD FSMD

VICE PRESIDENT

EXECUTIVE DIRECTOR

AAF AIFD CFD FSMD

AIFD CFD CFEJ FSMD

Deborah De La Flor

Jackie Lacey

Jacob McCall

Andreia Muller

April Ridge

PUBLISHER

Jacob McCall EDITOR / ADVERTISING DIRECTOR

Robert Tucker

ADVERTISING/EDITORIAL INQUERIES

sunlighting@fsfanow.com

Robert Tucker

PRODUCED BY BOARD OF DIRECTORS Tim Ryan

Jenna Sleeman

FSMD

AIFD CFD

Mimi Livingston

Gale West FSMD

Jamie Lers

Ralph Girodano AIFD CFD FSMD

Joyce Petty AIFD CFD FSMD

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convention 2021 // floridastatefloristsassociation.com

Alejandro Figueira AIFD CFD

akersmediagroup.com 352.787.4112

Victoria Register Grower Representative

Janet Justus Allied Trade Representative

CONTACT THE BOARD

executivedirector@fsfanow.com

Christina Brown FSMD, Immediate Past President

Sunlighting Magazine, 2021. Published annually by the Florida State Florists Association. All editorial contents copyright 2021 by the Florida State Florists Association. All rights reserved.

Nothing may be reprinted in whole or in part without written permission from the publisher. Publisher is not responsible for claims or contents of advertisements. The ideas and opinions contained in this publication do not necessarily reflect the thoughts or opinions of the Florida State Florists Association.

• powerful websites • email marketing • tools for self-promotion • sending & receiving • social media management

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Welco fSFA 2021 annual CENTENNIAL CELEBRATION | 100 YEARS IN FLORISTRY 1921-2021 F R I D AY, AU GU S T 2 7 , 2 0 2 1 NOON-5:00PM

Trade Fair Set Up (Vendors)

GLOBAL BALLROOM A

1:00PM-2:00PM

Fern Trust Cup Sponsor: Fern Trust Inc, Seville, Florida

KEY WEST ROOM

3:00PM-5:00PM

FSFA Teleflora Sunshine Cup Sponsor: Teleflora

AT R I U M

6:00PM-9:00PM

Opening Reception and Main Stage Presentation Featuring Ruben Consa, AIFD CFD PFCI Sponsor: Yola Guz School of Floral Design Product Sponsor: Allure Farms, Doral, Florida Event décor featured by Varito Vaquez, AIFD CFD FSMD Sponsor: Special Event Resource & Design Group Fun Night – Cash Bar – Heavy Hors D’oeuvres Sponsor: FTD and Pennock Floral

GLOBAL BALLROOM B

GLOBAL BALLROOM A

S AT U R D AY, A U G U S T 2 8 , 2 0 2 1 8:00AM-10:00AM

Ian Prosser, AIFD CFD PFCI 4th Annual Bridal Bouquet

R E G I S T R AT I O N D E S K

9:00AM-10:00AM

Business Seminar Presentation Featuring Michelle Morgan & Marty Mccall “Marketing” Owners of Kuhn Flowers – Jacksonville, Florida

GLOBAL BALLROOM B

10:30AM-12:00PM

Main Stage Design Presentation Featuring Sandy Schroeck, AIFD CFD PFCI "Taking Everyday To The Next Level” Sponsor: Floriology powered by BloomNet Product Sponsor: Floristcentric, Orlando, FL

GLOBAL BALLROOM B

12:15PM-2:00PM

Lunch | FSFA Annual Members Meeting and Elections of Officers Motivational Speaker Featuring Barry Gottlieb Author/Speaker/Success Mentor/Trusted Advisor “Business & Personal Success”

GLOBAL BALLROOM B

2:00PM-3:00PM

Trade Fair Shopping & Florida Florist Fund Silent Auction Commentary by Jenna Sleeman, AIFD CFD

GLOBAL BALLROOM A

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convention 2021 // floridastatefloristsassociation.com

ome CONVENTION to the

3:00PM-4:30PM

Main Stage Design Presentation Featuring Charlie Groppetti, AIFD CFD “Merchandising” and Porch View Home Sponsor: The mainstage presentation is underwritten through a grant awarded by the AIFD foundation with funding made possible from the Florida Florist Fund Product Sponsor: Jet Fresh Flowers, Miami Florida

GLOBAL BALLROOM B

6:00PM-7:00PM

Cocktail Reception

GLOBAL BALLROOM A

7:00PM-10:00PM

Presidents Gala & Awards Centennial Celebration | 100 Years In Floristry 1921-2021 Featuring Décor of Alejandro Figueira, AIFD CFD Product Sponsor: Full Pot of Flowers, Pompano Beach, Florida

GLOBAL BALLROOM B

S U N D AY, AU GU S T 2 9 , 2 0 2 1 8:00AM-10:00AM

Hands On Design Class | Featuring FSFA Designer Of The Year 2021: Andrew Stinson, AIFD CFD (Extra fee required, limited to the first 25 registrations) Sponsor: Florida State Florists’ Association Product Sponsor: Berkeley Florist Supply, Miami, Florida

KEY WEST ROOM

10:30AM-11:30AM

Main Stage Design Presentation Featuring Jenny Thomasson, AIFD CFD PFCI EMC Sponsor: Teleflora Product Sponsor: Orlando Wholesale Florist

GLOBAL BALLROOM B

12:00PM-2:00PM

Lunch with Main Stage Design Presentation Featuring Jacob Mccall, AAF AIFD CFD FSMD “Bold” – The Power Of Color!

Sponsor: FTD Product Sponsor: Equiflor/Rio Roses, Miami Florida

GLOBAL BALLROOM B

2:00PM-2:30PM

President's Closing Remarks

GLOBAL BALLROOM B

Florida State Florists Association //

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Elaine Ridge Owner

Alyce’s Floral Design alycesfloral@gmail.com alycesfloral.com 224F Eglin Parkway NE Ft Walton Beach FL 32547 850-862-8331

Fill your floral designs with Peace, Love &

Jet Fresh Flowers!

ROSAPRIMA.COM (305) 499-9144 sales@JetFreshFlowers.com JetFreshFlowers.com

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FSFA 2021 designer of the year Introducing the 2021 FSFA Designer of the Year: Andrew Stinson, AIFD CFD, of Columbia, South Carolina.

A

ndrew started in the floral business when he was in 10th grade working a temporary job for during Mother’s Day week in a small flower shop in the local mall. It was there he learned a lot of the basics that in turn, sparked Andrew’s creativity.

He continued to “play” with flowers after that job and with the help of his parents, opened his first flower shop in Ramseur, NC in the summer of 2000, just one month after his high school graduation. Today, Andrew is a freelance designer and owner of WAS Design Works, a wedding and event company.

Andrew has been a proud member of the Florida State Florists Association (FSFA) since 2018. Since South Carolina no longer has a floral association, he was very grateful to all of his friends in Florida who have

welcomed him with open arms. Many have become Andrew’s Fun Fact closest friends Andrew’ s and floral family. favorite color Andrew is also is green! a member of the American Institute a Floral Designers. He participated in the PFDE in Seattle, Washington in 2017, and was inducted in Washington, DC in 2018.

When asked why working with flowers is his passion, Andrew responds: “I love the fact that it’s living art that you need to appreciate for a finite amount of time. I love working with fresh flowers because it makes me appreciate the beauty of nature. I love working with silk flowers, as well, and the way that we can try to emulate that natural beauty permanently."

Florida State Florists Association //

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AI F D FOUN DATI O N AWA R DS A G R A N T, UP TO $7,3 4 4 .0 0, TO TH E F LORI DA STATE F LO R I STS ’ A S S O CI ATI O N Funded by the Florida Florist Endowed Fund, the Grant underwrites the Convention Main Stage Design Presentation featuring Charlie Groppetti AIFD, assists FSFA with main stage design expenses outside of designated sponsorships and provides up to six scholarships for FSFA members to add to their Lifetime of Learning during the 100th Anniversary FSFA Convention.

ARE YOU A PROFESSIONAL FLORAL DESIGNER? DO YOU WISH TO ADD TO YOUR LIFETIME OF LEARNING? The AIFD Foundation offers numerous scholarships providing countless opportunities for professional floral designers.

APPLICATION DEADLINE IS SEPTEMBER 30, 2021 To Apply Visit aifdfoundation.org

TAKE A LOOK! AIFD FOUNDATION SYMPOSIUM SCHOLARSHIP Have you ever attended AIFD Symposium? If not, this opportunity may be for you.

AIFD FOUNDATION SCHOLARSHIP TO ATTEND THE BENZ SCHOOL OF FLORAL DESIGN The purpose of this scholarship is to support those, in need of financial assistance, with Registration Fees to attend classes at the Benz School of Floral Design at Texas A&M University or the Benz School of Floral Design in Korea.

A LIFETIME OF LEARNING SCHOLARSHIP TO ATTEND AIFD SYMPOSIUM 2022 IN LAS VEGAS This scholarship will help you add to your “Lifetime of Learning” with an AIFD Symposium Premium Registration.

CERTIFIED FLORAL DESIGNER SCHOLARSHIP If you are a Certified Floral Designer and are wanting to prepare for PFDE, the CFD Scholarship provides up to $1,000 for expenses to attend a PFDE Preparatory Class.

The AIFD Education Partners, noted on the application, fund class registration to further enhance this opportunity.

SCHOLARSHIPS HELP INSPIRE NURTURING EDUCATION Would you like to take your career to the next level? The recipient of S.H.I.N.E. will experience continued education through a mentorship in a specialized floral industry concentration.

Back in Time FSFA celebrates 100 years of floristry.

M

eeting with the Horticultural Society of Florida but holding separate sessions was the Florida State Florist Association. This infant organization was really a child of the Horticultural

Society of Florida. Originating in Jacksonville on November 17, 1921, it held its first annual meeting in Lakeland during the Horticultural meeting and quickly acquired a membership of more than a 100. It promised

to grow into an organization of great strength and influence. The officers for 1923 were C. Leslie Whipp of Jacksonville serving as president and N. A. Reasoner of Oneco serving as both secretary and treasurer.

Florida State Florists Association //

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Conventions through the years

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or a century florists from the Sunshine State have gathered to share education, networking, trends and creativity. Throughout the years this annual gathering has left such a legacy within the floral industry that many florists outside of Florida attend and keep returning each summer. The annual convention is where we rub shoulders with floral superstars and celebrate tradition of floristry.

It is at the annual convention that we have celebrated special life changing moments and mourned the losses of our fellow Florida florists, we have danced through hurricanes and raised money for members stricken with the AIDS pandemic. The annual convention is a family reunion, each year we celebrate unity, memories from the past and milestones for the future.

the FSFA identity

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lorida State Florist Association is reinventing itself to better serve the World of Floristry. We are now FSFA International. FSFA was originally started by a group of florists, growers and wholesalers to help each other. Going back to its roots, FSFA has opened its doors to the world to promote education, inspire artistic design and share knowledge just as the founding fathers intended…

"Florists Helping Florists".

International

evolution of sunlighting

F

irst published in 1956, Sunlighting Florida Florist was the official publication of the Florida State Florists' Association.

It served to spotlight Florida's finest florist, wholesalers and growers. Sixty fives years later, Sunlighting has seen several transformations. Now more than ever, it serves to feature the very best from around the world as FSFA moves into a new centennial as an international association.

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convention 2021 // floridastatefloristsassociation.com

Congratulations

Florida State Florists’ Association on celebrating 100 years!

ALL THINGS CREATIVE

850.502.0725 | info@1920co.com | 1920Co.com

3906 US Hwy 98 W - Ste 38 | Santa Rosa Beach, FL

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convention 2021 // floridastatefloristsassociation.com

Growing a traditional FLORAL WHOLESALE for extraordinary times!

We believe the purpose of a wholesaler is to be a consistent partner in our customer's success.

Accountability, price, integrity and quality are our priority. We strive to be the very best means of growing your business.

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407-674-6877

floristcentric_orl

Design Challenge international 2020 FSFA's first ever international deisgn competition reunites the florist community dispite a year of seperation.

Jorge Uribe

Jorge's inspiration

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he year 2020 offered many challenges to the floral industry. Living in a pandemic, floral associations across the country canceled meetings, annual conventions, workshops, presentations and classes. Even so, the FSFA wanted to keep its members involved in the industry. Design Challenge International 2020 was introduced and for the first time in the history of FSFA, the world was invited to participate. The results were amazing!

The 88 contestants represented 14 countries and 27 U.S. states.

The judges panel consisted of Hitomi Gilliam AIFD (Canada), Donald Yim AIFD (Canada), Damien Koh AIFD (Singapore), Leopoldo Gomez CAFA (Mexico), and Bart Hassam (Australia). After the judge’s panel narrowed the entries into the top 10, the designs were presented on social media for the world to vote on.

convention 2021 // floridastatefloristsassociation.com

There were over 2,400 votes cast from six continents, more than 35 countries and from throughout all of the United States. Second runner-up was Ken Senter from Texas, USA. First runner-up was Jorge Uribe from Massachusetts, USA. The winner of Design Challenge International 2020 and the $1000 Grand Prize was Edana Yen from Malaysia.

Ken Senter

Ken's inspiration

Spotlight on Edana Yen Winner of Design Challenge International 2020

E Edana's inspiration

dana Yen from Kuala Lumpur, Malaysia, is an Ex-National Athlete of Malaysia for tenpin bowling. When her health began to deteriorate, Edana turned to floristry as a second career and opened an online florist shop called Yen Floresco. She believes flowers work wonders for emotional and physical health, not only for herself but also for people she is surrounded by. Whenever people see Edana’s arrangements there is always a big smile on their face.

Edana says she feels like a fairy spreading joy to everyone.

Design Challenge International was Edana’s first attempt at competing in a design competition.

When she learned she was the winner, she was in shock. When asked her thoughts about the contest, Edana stated:“Through this online Floral Design Contest, you opened up my eyes and reunited all the florist from all around the world to participate and we were given a chance to make stunning masterpieces. Without

Edana Yen

“Through this online Floral Design Contest, you opened up my eyes and reunited all the florist from all around the world to participate and we were given a chance to make stunning masterpieces.

Without the help of FSFA, we would not have been able to see all the amazing and wonderful creations of all the designers from around the world.”

— Edana Yen

the help of FSFA, we would not have been able to see all the amazing & wonderful creations of all the designers from around the world.”

Florida State Florists Association //

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Co ng r a tu la ti on s on th e 1 0 0 t h A n n i v e r s ar y

Cong ratulations

of

Th e F lo ri d a S t a te F lo ri s ts As so ci a t io n

on this milestone and thank you for 100 years of educational support and service to our industry!

We can’t wait to see what the next 100 years brings thanks to your continued leadership. Know that we are here to support your vision for the future.

We are so proud to be involved with such an incredible organization!

Deborah & Gus De La Flor De La Flor Florist & Gardens

Follow us on social media!

Facebook: FernTrust Inc. Instagram: ferntrustinc Twitter: @FerntrustInc

FERN & FOLIAGE DIRECT

As a member of FSFA for 19 years I’d like to congratulate the association on its 100th Anniversary! We are located in Pierson, Florida and are a grower and shipper of only the finest quality greens, serving both wholesalers and retail florists. Fern and Foliage Direct ships greens to florists throughout the southeastern United States, via UPS ground which provides 1-2 day delivery to most areas at very reasonable rates. We have competitive pricing, excellent quality, small or large quantities, and specialty greens including handmade garlands and wreaths. No quantity limits and we pack your order the same day it ships. I’m truly sorry to be missing convention this year but I look forward to talking to you soon about what greens I can provide your business. —David Button

10% off discount for FSFA Members Fern and Foliage Direct is my go to supplier for the bulk of my greens for retail and weddings for my two flower shops. David has taken care of me for 10+ years and his quality and customer service is top notch. I never make garlands anymore, I just order them from him and they are perfect every time. We order from him weekly and couldn’t be happier.

—Christi Brown, Owner Roses Are Red & Violets In Bloom Florists

(386) 749-2276

(386) 566-9934

fernandfoliage@bellsouth.net

Mid Season Summit 2021 Goes Virtual Online floral classes and competitions mark a first in FSFA history.

A

Ann Jordan AIFD CFD AAF MMFD

s January approached, the possibility of holding Mid-Season Summit 2021 looked grim. Without hesitation, FSFA decided to go virtual with the Summit. With the assistance of Jackie Lacey AAF AIFD CFD PFCI and Floriology Institute, FSFA put together a virtual summit that would include a hands-on class, design presentations and even the Designer of the Year competition!

Thanks to the technology of Zoom, Jackie Lacey AAF AIFD CFD PFC was able to teach a class while the students who had the fresh florals

and hardgoods shipped directly to them, they were able to tune in and follow along.

Thanks to the support of Teleflora, FTD and Bloomnet, FSFA was able to host three Design Shows that were aired on Facebook so that once again, the world could tune in and watch from the comfort of their homes. Teleflora sponsored Hitomi Gilliam AIFD CFD and her program“Professional Excellence in Floristry”. FTD sponsored Ann Jordan AIFD CFD AAF MMFD

Alejandro Figueira AIFD CFD Adrianna DuranLeon AIFD CFD

Hitomi Gilliam AIFD CFD

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Varito Vasquez AIFD CFD FSMD

Jackie Lacey AAF AIFD CFD PFC teaching a floristry class online.

convention 2021 // floridastatefloristsassociation.com

Andrew Stinson AIFD CFD

and her program“Spring Forward”.

The reigning Designer of the Year 2020, Alejandro Figueira AIFD CFD presented his program “Floral Structures” sponsored

by Bloomnet. These programs reached over 4000 people.

The ultimate challenge was how to conduct the Designer of the Year Competition. The competition was opened to any paid member no matter where they lived in the USA. In record time, ten contestants were signed up. The day before the competition, fresh product sponsored by Gardens America was shipped directly to the contestants. The following day, everyone signed into Zoom and history was made with the first ever live virtual competition.

Second Runner Up was Adrianna Duran-Leon AIFD CFD, Albuquerque, NM. First Runner Up was Varito Vasquez AIFD CFD FSMD, West Palm Beach, FL. The Winner of the FSFA Designer of the Year, Sponsored by Bloomnet was Andrew Stinson AIFD CFD, Columbia, SC.

Together We Grow In a business that changes faster than the season, we help keep you ahead. From our many online webinars and design shows to resource guides for the busiest of holidays, we’re dedicated to making sure you have the tools to stay on top of any trend so you can reach your goals.

Leadership Development LEARN HOW YOU CAN GROW WITH FTD FTDi.com/grow | 800.788.9000 | floristrelations@ftdi.com @MercuryNetwork

@FTDMercuryNetwork ©2021

CENTENNIAL CELEBRATION • 1921-2021

Congratulations ON YOUR 100TH YEAR OF SERVICE!

We are proud to be partners of Florida State Florists’ Association, and look forward to continuing our support of the association and its members.

www.bloomnet.net 1-800-256-6663

www.floriologyinstitute.com 1-904-730-9496

www.napcoimports.com 1-800-356-2726