The 2025 AIFD Symposium, held in the sizzling backdrop of Palm Springs, California, was an extraordinary assembly of floral professionals, enthusiasts, and aficionados from across the globe. The symposium was a culmination of creativity, energy, and the exploration of floral artistry at its finest. Join us as we delve into the highlights, personal experiences, and awe-inspiring moments from this magnificent event.

Our week commenced with gathering alongside kindred spirits. Gina Thresher and Anahit, our passionate hosts, greeted the audience alongside Princess Poppy, a charming fixture of the introductory banter. They shared anecdotes of their experiences as floral design evaluators and discussed the intricacies of the Professional Floral Design Evaluation (PFDE).

The symposium provided a plethora of opportunities for learning and collaboration. Gina shared her insights on becoming a Certified Evaluator Judge with the American Institute of Floral Design (AIFD), offering guidance to those aspiring to achieve similar accolades. Anahit and Gina candidly discussed the nuances of testing, evaluating, and the shared passion for growth in the floral industry.

One of the symposium's bustling areas was the flower room, where Gina’s task was to prepare for the industry showcase with Alexander Farms. Despite the challenges presented by dry-packed flowers and the intense Palm Springs heat, the resilience and quality of Alexander Farms’ blooms shone through. Their roses and other floral varieties, though mistreated by the conditions, performed beautifully on stage.

Maxim Pair’s workshop offered insights into floral wire mechanics, surprising many with its simplicity yet depth. This educational journey extended into a captivating presentation on sustainability, inspiring attendees to consider eco-friendly practices in floral design. It was a reminder of the past techniques long forgotten but worth reintroducing.

Renowned World Cup winner Bart Hassam was a notable presence. His relaxed demeanor under pressure was commendable, providing a serene working environment even amidst symposium stress. An amusing mispronunciation of his name added humor to the event, affectionately coining "Bart Handsome" as a nickname.

Presentations from Brenna, Sue, and the Pacific Northwest girls brought a refreshing take on incorporating tropical elements in floral design. Their session emphasized embracing local aesthetics, urging a shift away from predictable floral choices. Personal stories and emotional elements behind the designs stirred feelings among attendees, marking these as unforgettable experiences.

Our hosts closed the symposium with a call to action for those intrigued by floral design to attend future gatherings. Be it Orlando in 2026 or St. Louis in 2027, these symposiums are invaluable in rejuvenating creativity and establishing connections within the community.

The 2025 AIFD Symposium was more than just an exhibition of floral artistry – it served as a beacon of inspiration, a hub for learning, and a celebration of the shared fervor for beautiful, sustainable floral design. As we look forward to future symposiums, we cherish the unforgettable experiences and new knowledge we carry from Palm Springs. Stay tuned for more exciting floral adventures and stories yet to unfold.

Hello, flower enthusiasts and podcast lovers! Today, we're diving deep into a truly exciting collaboration between two floral industry insiders, Anahit and Gina, as they reflect upon their experiences, challenges, and excitement for the future in their latest dual podcast episode. Whether you're a florist, a creative professional, or someone just curious about the vibrant world of floristry, this episode is for you!

Our floral friends, Gina Thresher and Anahit from Viva La Flora Live, are back together, bringing you a blend of humor, nostalgia, and insight. Currently, both hosts are key players in the floristry world—Gina with her expansive reach at From the Ground Up Floral and Anahit through her program, Viva La Flora Life.

This episode whisks us through memories and insights, starting with introductions and moving swiftly into a recap of where both hosts have been in their floristry journeys. Their camaraderie shines as they recount various escapades, from travel stories to the power of continued education in their industry. The theme of perpetual learning resonates as Anahit and Gina emphasize how programs like EMC (European Master Certification) and others have enriched not only their skills but also their confidence.

Diving into the importance of continued education, both hosts echo sentiments of growth and opportunity through learning. Gina shares how her confidence has soared thanks to the lessons from EMC, stressing how it allows for creative interpretation and problem-solving, especially when sourcing florals. Anahit's take? Education not only enhances skillsets but also expands the circumference of one's knowledge, constantly exposing the learner to new 'unknowns.' It's about pushing boundaries, embracing challenges, and most importantly, offering better services and creations to clients.

As the podcast unfolds, the duo announces an exciting calendar of events and educational opportunities for 2025. Among these is a not-to-be-missed content retreat in January, designed to aid florists in planning marketing strategies for the quarter ahead. Planned by Gina, it promises actionable insights into building robust content calendars, helping florists tackle time constraints in the competitive floral industry. But that’s not where the excitement ends. Anahit is thrilled to host Tom DeHower in her studio this November. This event will focus on a condensed version of his renowned six-day masterclass, tailor-made to fit into a three-day intensive workshop.

For florists keen on expanding their knowledge but worried about costs, Anahit highlights affordable learning avenues, like the Independent Floral Designers Association (IFDA). With its enriching monthly presentations and design challenges, IFDA provides a platform for florists of all levels to network and learn without a hefty price tag.

Gina and Anahit wrap up by assuring listeners that their joint podcast meetings will be a regular monthly feature, sharing even more insights, stories, and practical advice. They tease future episodes filled with valuable content, including tips and tricks that integrate both audio and video components for a richer learning experience.

If this deep dive into the floral world has sparked interest or motivation, then don't miss out on tuning in to the upcoming episodes. Trust us; there’s a lot more to come that will keep you inspired and informed! Whether it's expanding your floristry knowledge or just wanting to hear about creative adventures, Gina and Anahit have got you covered. Happy listening and learning! Let's embrace the beauty and creativity of floristry together.

Join us next time for another episode that promises to enrich and entertain. Catch you then, floral friends!

Be sure to subscribe to the email list to get the podcast and notes straight to your inbox.

Numbers, numbers, math, numbers...

Did I totally freak you out? Don't run away. Pretty please!!! I promise you'll like this week's episode. I get to chat with THE Alison Ellis. The flower math gal. She loves her some flower number crunching. 

The Amazing Alison Ellis of Floral Artistry and Real Flower Business

We got to chat about being a florist with integrity and getting to know what it entails to be a florist that offers more than middle of the road service. I really think this is a good episode, for sure if you're maybe newer to the floral industry. There is standard pricing and no, it's not a myth or just order whatever...it's part of running a business and keeping in business. 

We may not have the glam life, but we have something special, and we work damn hard for it. I throughly enjoyed this chat with Alison. I hope you will too. 

Alison has numerous ways to help you out:

Email templates, workflows, proposal writing, pricing, contract help, A full flower math course and a business course called The Art of Good Business!!!

and she has free content you can try on for size too:

Try A Free Course:

Flower Boss. A Free Training To Move Your Business Forward. Free!

In this free course florists get insights into how I set a minimum on weddings, how to book more weddings more quickly, how to get paid, how to handle customer complaints, how to answer the question “Are these flowers expensive?”, the importance of valuing your work as well as the worst business advice I ever took! Get it here.

Pricing Mistakes Florists Make. A 4-Part Series. Free!

My free 4-part series provides strategies to help florists nip these 4 major pricing mistakes in the bud.  (Even experienced designers make mistakes from time to time, however, a few bad habits can mean big trouble for your bottom line.) Get it now.

Flower Boss 2. On Markups and Pricing. Free!

Understanding your pricing is the single most important thing you can do for your business. In this FREE course you’ll find 2 recordings from my Markups Mondays Live series. 68% of florists I surveyed said they are “moderately confident” in their pricing. If you ever ask yourself, “Does this look like a $75 arrangement?”, then this free course is for you!

Floral Crown Tutorial. Free!

This FREE video tutorial is a quick pro tip on how to make a floral crown and package it for delivery! In less than 6 minutes you’ll see how I make and package a headwreath for delivery. I hope you’ll take a few minutes to watch and I hope you’ll enjoy it.

Here's the link to the video I mentioned about adding in that one little rose extra...and how much it hurts your bottom line. Check it out on youtube. 

Andrea Grist, Courtney Kroymann, Gina Thresher, Alison Ellis- Chapel Designers NYC 2016 Photo: Amanda Domouchelle

Thank you for listening! Have a flower filled weekend! Be sure to sign up for the podletter if you haven't already. Getting the word out to other creatives and florists is so helpful, be sure to fill in a friend, I would be so grateful! 

Introductions can be awkward. But, hi! I’m so glad to virtually meet you! Say hello anytime at [email protected]