Robin Avni

Today's guest helps us step out of the world of growing and designing with flowers and into the larger arena of creative strategy and the way we express ourselves and our brands through digital media.

I am delighted to welcome Robin Avni to the Slow Flowers Podcast.

The timing is ideal, as we come to the close of a calendar year and if you're like me, you're also finally allowing yourself to dream and imagine goals for 2019.

Robin's consulting practice is called Bricolage; when translated from the original French.

The term means: *CREATION FROM A DIVERSE RANGE OF ELEMENTS. 

Nearly a decade ago, I received a surprise invitation from Robin Avni to join a cohort of creatives she called Lifestyle Insights. Real Women. Real Life. 

Tthat experience included me in a dream team of 12 female lifestyle experts, each of us with knowledge on a specific subject matter ranging from design, food, fitness and health to gardening, travel and family and parenting topics.

I've always been drawn to Robin and her energy. She is a multi-talented, idea-a-minute visual and written communicator. I remember reading Robin’s home+technology design stories in the Seattle Times long before I was fortunate enough to meet her – which I recall was on a press tour of the former Seattle Interiors Show in 2004. Thanks to LinkedIn, we stayed in touch and years later, even though I was living in Los Angeles at the time, we'd get together when I was in Seattle on business.

Robin pioneered the idea of a female-focused creative media and consulting agency. Described as a select group of savvy lifestyle experts focused on how real women live, make choices and craft their worlds, Lifestyle Insights developed new-media content shaping messaging, programming, strategy and knowledge with intent - and a little bit of soul. Robin coined the phrase the MOMMY TO MAVEN™ marketplace.

Here is one of the 2010 Lifestyle Insights. As Robin and I say: "We were ahead of our time!"

Together our group launched the daily blog, “Lifestyle Insights. Real Women. Real Life” in September 2009. The experience gave me a new forum to write in a new way, including fun, memoirish, essays, as well as outdoor living and gardening topics. I had to learn how to communicate my ideas in 300 words or less, which in today’s world of bite-sized journalism, is an excellent skill to have.

Through our blog and related projects, such as white papers and trend reports, Real Women. Real Life. spoke with a powerful voice urging corporations to re-think how to communicate with their female customers.

One of the highlights of that time was co-presenting with Robin at the Independent Garden Center conference in 2010 on the topic of: “The Female Gardener: Mommy to Maven.”

Our workshop shared some of the research and insights collected by Lifestyle Insights, with the goal of helping independent garden center owners and garden-related companies to understand the female consumer not just by obvious demographics of age, ethnicity or economics but by her life stages.

Botanical Prints by Robin Avni -- I love that she is exploring her printmaking passion

"Daisies," by Robin Avni

Before we start the interview, here is a bit more about Robin Avni:

Robin's #1 agenda these days includes her role as Grandmother!

Throughout her career in the media and high-tech industries, including eight years as a Group Design Manager at Microsoft, she has managed high-profile projects and award-winning teams.

As an Assistant Professor of Design at Cornish, Robin managed several academic/corporate projects including two collaborations with Amazon and a special grant from the Microsoft HoloLens team.

The Microsoft HoloLens Strategy Team sought to leverage the creative, problem-solving disposition of artists to explore the artistic possibilities of mixed reality.

The project culminated in a 2016 mixed reality gallery showing on the Cornish campus in Seattle showcasin...

Rachael Ackerman of Blue Sky Flower Farm (c) Photography by Red Bird Hills

June 30th may seem like a long way off, but we all know how soon your the flower farming season arrives next spring, followed quickly by wedding and event season for floral designers.

So bear with me as we fast-forward to June 30, 2019, the day before the Slow Flowers Summit takes place on July 1st & 2nd in St. Paul, Minnesota.

Rachael (left) with her peonies; CSA bouquets (center); the abundant floral harvest (right)

Perhaps you're planning to arrive in the Twin Cities early and if so, you're invited to participate in our optional pre-conference farm tours and Slow Flowers Dinner on the Farm, two fantastic opportunities to learn more about the flora of Minnesota, including a lovely and educational visit to Blue Sky Flower Farm, owned by today's guest, Rachael Ackerman.

I'll share more details about the actual tour schedule immediately after our interview, but let me start by saying how thrilled I am that horticultural duo Rachael and Jon Ackerman, owners of Blue Sky Flower Farm, will open their farm on Sunday, June 30th for an exclusive tour welcoming attendees of the Slow Flowers Summit.

Rachael and Jon Ackerman with their three "minions" at Blue Sky Flower Farm (c) Photography by Red Bird Hills

I met Rachael and Jon in person in 2017 at the ASCFG regional meeting in Ontario, Canada, and soon thereafter, their farm joined the Slow Flowers Movement. They grow a diverse palette of plants on land about 30 miles outside of the Twin Cities in Minnesota and they're part of the core group of growers who sell through the Twin Cities Flower Exchange, owned by Christine Hoffman, our co-host for the 2019 Summit on July 1st & 2nd.

Rachael is often dwarfed by the long branches and prolific foliage she harvests, year-round, at Blue Sky Flower Farm.

I've invited Rachael to share their story with us today.

Here's a little bit more about Blue Sky Flower Farm:

Jon and Rachael dreamed of Blue Sky Flower Farm for many years. They both have horticulture degrees and between them have a combined 30-plus years working in the industry. While working full-time and raising three children, now ages 3, 5 and 7, they started the farm by planting woody cuts, including dogwoods and willows, on Jon's parents' dairy farm.

More branches and ornamental blooms! A Blue Sky Flower Farm specialty.

The couple now owns a 10-acre farm near Elko-New Market, Minnesota, south of the Twin Cities, where they have diversified into a year-round operation, with Spring woodies (pussy willows, lilacs, forsythia, mock orange, sweet peas and peonies); Summer crops (ninebark foliage, raspberry foliage, dahlias, baptisia, scabiosa, statice and anemone) Fall crops (bittersweet, sunflowers, rudbeckia, broom corn and unique gourds) and winter crops: flame willows, curly willows, and dogwoods of many colors.

Blue Sky Flower Farm also serves its community through a bouquet shares program each summer. I'll let Rachael share more about how she and Jon have developed their market channels to serve a number of wholesale clients in both floriculture and horticulture.

Rachael's grandfather, who along with her grandmother, helps on the farm once a week.

In the past, before diving deep into flower farming, Rachael and Jon worked in the commercial wholesale nursery industry, including a number of years at Bailey Nurseries Inc., one of the largest plant companies in the U.S.

Because of those ties, it is fitting that we've invited Rachael to join the stage at the Slow Flowers Summit and introduce our keynote speaker, Terri McEnaney, president of Bailey Nurseries.

I'm thrilled that Rachael and Jon will open their flower farm and host Slow Flowers Summit's attendees to experience a summer afternoon on their uniquely beautiful Minnesota flower farm.

Their farm will be open between 1-3 pm on Sunday, June 30th, for self-guided touring -- we'll post more details prior to ...

Jessi Bloom, author of the new guide, Creating Sanctuary (c) Shawn Linehan

We are well into the holiday season and it's only November 28th -- can you believe it!?

There are so many wonderful things to be thankful for and to celebrate, and yet, the holidays can be stressful and difficult for many of us.

While it can be crushing to think about the natural disasters (or human-caused disasters) that have befallen our floral community in recent seasons, it's also sometimes overwhelming to find balance and peace in our own daily lives.

I'm so pleased to share today's conversation with Jessi Bloom, author of the just-released book Creating Sanctuary, because I know the topic will be as timely for you, as it is for me.

Published by Timber Press, the book's full title: Creating Sanctuary: Sacred Garden Spaces, Plant-Based Medicine, and Daily Practices to Achieve Happiness and Well-Being, gives you a sense of the inspirational and practical features inside its pages.

Cover and inside peek of Creating Sanctuary, Published by Timber Books (c) Shawn Linehan

Here's a bit about the new book:

"We all need a personal sanctuary where we can be in harmony with the natural world and can nurture our bodies, minds, and souls. And this sanctuary doesn’t have to be a far-away destination—it can be in your own backyard. In Creating Sanctuary, Jessi Bloom taps into multiple sources of traditional plant wisdom to help find a deeper connection to the outdoor space you already have—no matter the size. Equal parts inspirational and practical, this engaging guide includes tips on designing a healing space, plant profiles for 50 sacred plants, recipes that harness the medicinal properties of plants, and simple instructions for daily rituals and practices for self-care."

Jessi Bloom, gathering apothecary ingredients in her garden (c) Shawn Linehan

Jessi Bloom is a best-selling author, award-winning ecological landscape designer, and speaker.

A Northwest native, Jessi comes from a strong background of horticulture and environmental sciences.

Her early experience in project management ranged from organizing restoration projects with community volunteers, to high-end residential and commercial landscape design/build.

In early 2000, she decided to start an ethical business in the green industry to fill a niche for organic and ecological landscaping.

Her leadership combined with her artistic design talents have brought N.W. Bloom numerous environmental awards.

From the pages of Creating Sanctuary, by Jessi Bloom for Timber Books (c) Shawn Linehan

She is passionate about animals, permaculture and making functional gardens beautiful. Jessi’s work has been featured in many national and local media outlets from the NY Times, Better Homes & Gardens, Sunset Magazine, DISNEY, Martha Stewart Living, Mother Earth News, UTNE Reader, Fine Gardening Magazine and PBS’s Growing a Greener World TV. 

Jessi is strongly committed to volunteering in the community and sits on several advisory boards within the green industry and educational/environmental organizations; hoping to empower people, also raising industry standards, and recently helping to develop the EcoPro program for WA State.

She has two boys and spends time with them around their little farm, with a handful of animals and gardens to look after.  When she is not helping others with their gardens, traveling or writing, she enjoys the outdoors: snowboarding, hiking, running, biking and stays strong with Olympic weightlifting.

From the pages of Creating Sanctuary, by Jessi Bloom for Timber Books (c) Shawn Linehan

She has authored two prior books for Timber Press: Practical Permaculture for Home Landscapes, Your Community, and the Whole Earth with Dave Boehnlein; and the bestseller: Free-Range Chicken Gardens: How to Create a Beautiful, Chicken-Friendly Yard.

At the end of our conversation, we discuss NW Bloom's latest project as the new farmland steward at So...

The Maple & Mum Mobile Flower Shop! It's a popular sight around the streets of their Connecticut community.

 

Then and Now: Left, a young florist with her child; Right, today, meet Nancy Hilton and Kate Brunson

Maple and Mum's upscaled flower truck with Nancy Hilton peeking out of the truck's "shop" window.

Last October I co-hosted a Connecticut area Slow Flowers Meet-Up at Trout Lily Farm in Guilford, outside New Haven.

And the following month, I spoke at the New England Farmer-Florist Connection's Meet-Up in Providence, Rhode Island.

Both times, I met and enjoyed my conversations with today's guests -- and I love that they agreed to share their story with listeners of the Slow Flowers Podcast today!

Please meet Nancy Hilton and Kate Brunson, a super-creative, mother-daughter duo who have combined their love of natural beauty, design and celebrations to create a family business that serves wedding and event clients in Connecticut and beyond.

I loved reading Maple & Mum's origin story on the studio's web site -- and  have to share it here with you.

A Maple & Mum centerpiece with all localy-grown Connecticut botanicals (c) Pizzuti Photography

Kate (left) and Nancy (right) of Maple & Mum

The idea was born on a cold winter afternoon as Kate was preparing to return to her 9-to-5 office job after the birth of her daughter in 2012.

Searching for a more meaningful, creative career that supported more time with her growing family, she asked her mom for advice.

Nancy recalled her years working in their small-town flower shop while her girls were in grade-school, telling Kate it was the best job she ever had because the hours flew by while she worked with her hands creating art through flowers.

That spark led to research, floral design courses and finally -- right here -- to my Slow Flowers Podcast, where weekly stories of farmers and florists growing and designing with local flowers convinced the women to take the leap and open their own floral design business in May 2015.

Their name stems from the roots they’ve planted in New England and the maple tree they’ve had in every place they’ve called home. One seedling from Nancy’s childhood home has moved with them as life has taken them from place to place. And the mum, an homage to their favorite season and motherhood. Inspired by the changing seasons, Maple & Mum proudly partners with local growers to create lush, organic designs.

Bouquets from a Barberry Hill Farm Wedding from this past August.

What I found so encouraging about the Maple & Mum story is how Nancy and Kate are growing their design business to support their lifestyles. Surprisingly, but perhaps not so surprisingly because talented women are capable of accomplishing so much when they set their minds to a challenge, both Nancy and Kate work in full-time jobs. That Maple & Mum designed florals for 17 ceremonies in 2018 is mind-blowing -- congratulations, ladies!

Maple and Mum is focused on locally-grown, seasonal flowers from Connecticut farming partners. (c) Stella Blue Photography

Hear how they juggle everything, rely on one another and the rest of their family for support, and what their long-term plans are for leaving the 9-to-5 routine for full-time floral design.

You'll also be inspired by Maple & Mum's commitment to sourcing local and seasonal flowers from Connecticut farms, and when that's not possible, how they turn to domestic sourcing.

More New England wedding bouquets by Maple & Mum

Follow Maple & Mum at these social places:

Maple & Mum on Facebook

Maple & Mum on Instagram

Maple & Mum on Pinterest

Thanks so much for joining me today! I love that Kate and Nancy want to be "The Slow Flowers Choice" in their marketplace.

I'm super thankful to them for representing the business philosophy that I value so deeply.

American Thanksgiving is tomorrow and I want to wish you a warm and beautiful time celebrating the abundance of nature and...

Beth Mort of Snapdragon Flower Farm in Spokane, Washington

Over the past week, I've had several rewarding encounters with flower farmers, floral designers and avid flower enthusiasts who are eager for inspiration and encouragement about our vibrant Slow Flowers Movement and what it means for their own relationships with flowers.

Each new connection is encouraging and inspiring.

While we have a long way to go in achieving my goal of putting local flowers on the top of customer's wish lists and supporting florists who want local and seasonal choices in the floral marketplace, it's notable to see how much has changed since the first week of the Slow Flowers Podcast, back in 2014.

Left: Whatcom Horticultural Society's floral design workshop; Right: Beth Mort (Snapdragon Flower Farm), Debra Prinzing and Katie Lynd (Washington Dept. of Agriculture) at the Tilth Conference

Late last week, I was joined by more than 40 highly motivated members of the Whatcom Horticultural Society in Bellingham, Wash., where on November 8th I led a floral design workshop using only Pacific Northwest-grown botanicals -- at "Brews and Bouquets."

THANK YOU to everyone who helped to make that experience a huge success for the Hort society, who used the evening as a members' only bonus. I'm especially grateful to the staff and flower farmers of the Seattle Wholesale Growers Market who went the extra mile to help me source 1,000 stems of flowers for the worksho

As I said, it took place on November 8th; the threat of frost was upon us and at times as the date approached, I panicked about the availability of fresh, seasonal and local floral options.

Those talented flower farmers really came through with dozens of dahlias, mums, chocolate cosmos, orange Ilex, roses and sprays, as well as lilies. A sweet haul, some of which you can see above -- thanks to Crowley House Flower Farm, Charles Little & Co., Sonshine Farm, Peterkort Roses, Everyday Flowers, Cairn Farm and others.

And from Bellingham, I headed to Spokane, in Eastern Washington, on Sunday, where I joined two smart and talented women to be part of a panel at the annual Tilth Conference.

Produced by the Tilth Alliance, a coalition of people committed to sustainable farming in Washington and building an ecologically sound, economically viable and socially equitable food system, the conference this year recognized floral agriculture as an important facet of our state's larger farming community by adding a panel presentation called "Marketing Your Local Fresh Cut Flowers: Consumer Research and Industry Trends," to the program.

The panel was led by Katie Lynd of Washington State Department of Agriculture's regional markets program. She shared highlights of phase one of "A Collaborative effort to Advance Washington State Cut Flowers," a USDA specialty crop block grant being administered by WSDA and the Washington Farm Bureau. Slow Flowers is an industry stakeholder in that block grant.

Katie presented the results of the grant's initial quantitative and qualitative consumer research and she asked me to share highlights of the 2019 Slow Flowers Floral Insights and Industry Forecast, the entire report of which you'll hear on January 2, as part of the New Year's first Slow Flowers Podcast episode.

A Snapdragon Flower Farm bouquet

She also invited today's guest, Beth Mort, owner of Snapdragon Flower Farm in Spokane. I'm so pleased that Beth was part of the panel because she brought real-life experience and her personal story to the room.

A slide from Beth's presentation at the Tilth Conference, featuring highlights and flowers from her farm.

After our panel presentation was over, Beth and I found a quiet corner of the conference to record a full episode so you can hear her story as well.

Beth was raised near Tum Tum, Washington, just outside of Spokane, where she started gardening with her mother at an early age.

Sarah Collier of Taken by Sarah captured this adorable photo of Jill Redman at Flowerstock (I'm on the right)

I'm so excited today to share my recent conversation with floral artist Jill Redman of Forage Florals, which is based in Santa Ynez, California.

Jill and I reconnected at the Flowerstock gathering hosted by Holly Chapple last month. Jill has been on my podcast guest wish list for quite a while, so we took full advantage of recording an episode in person. You're in for a treat!

The Flower Power Design Team, from left: Laura Cogan, JIll Redman, Kathleen Williford, Margaret Lloyd and Rebecca Raymond. All that talent in one place!

I originally met Jill in March 2015 at the first official Field to Vase Dinner held in a Santa Barbara orchid greenhouse. Margaret Lloyd of Margaret Joan Florals was the event's featured floral designer and as it turned out, a number of Slow Flowers members and Chapel Designers volunteered to Margaret create a gorgeous installation for more than 100 dinner guests.

Forage Florals' Jill Redman (c) Mike Larson

Jill's studio, Forage Florals, is located nearby, and her presence at the installation was a fantastic addition to Margaret's design team, which also included Laura Cogan, formerly of Passionflowers Design (who now works with Jill at Forage Florals) and Rebecca Raymond of Rebecca Raymond Floral.

The first floral bouquet designed by Jill Redman for a Twigs & Honey photo shoot, photographed by Elizabeth Messina.

Jill has been a longtime Slow Flowers member and a practitioner of seasonal and local floral design.

She says:

"I have always worked in various areas of creative visual expression- from interior space planning and design to metalsmithing and jewelry fabrication. Art has been a common thread in how i operate but it wasn’t until four years ago that floral design serendipitously found its way into my life. I recall arriving home after my first photo shoot, crying tears of joy- I’d found my calling.

With no time to waste, I jumped in with two feet. I was learning as I went and found immense  support and guidance through the chapel design network. My business has been growing  gracefully ever since and i feel most incredibly blessed to have the support of my good friend and talented designer Laura Cogan with me every step of the way."

Bouquet (left) and Custom Wreath installation (right) by Jill Redman of Forage Florals.

Find and follow Jill Redman at these social places:

Forage Florals on Pinterest

Forage Florals on Facebook

Forage Florals on Instagram

Beautiful Bridal: bouquet by Jill Redman of Forage Florals

Thanks so much for joining me today! Two comments Jill made resonate with me. First, she says we have to "pay attention" and be open to opportunities as we listen to our hearts. The second, which I love, is her declaration that flowers found her.

I feel the same way, actually. I think a love of flowers was staring me in the face for far too long before I stepped into this world. I take great inspiration from Jill's personal narrative about her life with flowers.

Join me! Slow Flowers Podcast (c) Missy Palacol Photography

Please come back next week where you'll hear another amazing episode featuring the leading voices in our Slow Flowers Community.

I want to encourage you to visit the Slowflowerssummit.com site to learn more about the amazing program, people and flowers you'll engage with next summer.

It's not too early to save the date and secure your seat! Slow Flowers members receive special discount pricing and everyone receives $100 off with the Early Bird rate, on sale now!

We have a vital and vibrant community of flower farmers and floral designers who together define the Slow Flowers Movement.

As our cause gains more supporters and more passionate participants who believe in the importance of the American cut flower industry, the momentum is contagious.

I know you feel it, too.

Nancy Teasley of Oak and the Owl and Ella Rose Farm, presenting at Flowerstock (c) Sarah Collier

Steve Moore of Sinclair and Moore, teaching at Flowerstock (c) Sarah Collier

I love the serendipity that comes from unexpected encounters and today's episode is exactly that story!

While staying at Holly and Evan Chapple's Hope Flower Farm in Waterford, Virginia, two weeks ago, I moved into one of the guest rooms in what is affectionately called the Tenant House. Two other guests were there, too -- fellow speakers at the third annual Flowerstock.

And that experience introduced me to Steve Moore, of Seattle-based Sinclair and Moore and Nancy Teasley of Oak & The Owl and Ella Rose Farm, based in Fallbrook, California.

Never one to miss an opportunity to bring new and inspiring voices to the Slow Flowers Podcast, I asked if these to accomplished wedding and event designers -- and friends -- would be willing to record an interview with me for this episode.

The Flowerstock speakers, including (from left): Alicia and Adam Rico, Evan and Holly Chapple, Debra Prinzing, Nancy Teasley and Steve Moore (c) Sarah Collier

As you'll hear, Steve and I have briefly met in the past, while racing in and out of our local flower hub in Seattle, the Seattle Wholesale Growers Market, and while I've known of Nancy, she and I had never met. I was delighted to share lodging with these two generous souls.

More than that, I was enchanted to sit in on their presentations during two days of Flowerstock. Their approach to naturalistic design and their willingness to share with attendees about their business practices was quite fun to observe.

Nancy Teasley, floral designer and rose grower.

Here's more about Nancy Teasley:

Nancy's background is in fine art (painting), interior design, and business - all degrees she received while living in the Bay Area.

While an undergrad, she worked at a flower shop in Oakland, CA, where Nancy was immersed in events, as well as day to day retail. And that is where her love of flowers originated.

After working in floral for more than 7 years, Nancy left to pursue Interior Design.

She practiced with several design firms around the Bay after receiving her degree in 2008, all while continuing to design flowers on the side.

When she moved to Southern CA, and started working on events there, Nancy found a world where she could mix both of her backgrounds seamlessly.

Her experience in interiors guides her event design, & along with florals, she blends her two mediums beautifully.

Nancy Teasley (right) of Oak and the Owl and Ella Rose Farm

Nancy is also the owner of Ella Rose Farm. She says she never expected, or looked, to become a flower farmer.

She explains: "It was a sort of far off day dream I had, if I made a million dollars, or if I lived in some alternate reality (like making a million dollars), I could fantasize about having a field of roses. I once spent a New Years Eve, way before Ella was even thought of, looking through a rose catalogue, envisioning what varieties I would choose (I think I IG'd that night, so long ago)."

Well, with her parents, that dream somehow came true. Growing roses required a lot of time, money, and grueling physical and emotional work. Ella Rose Farm grows and sells beautiful roses around the country. Nancy's designs are so much better because of them.

And now, she describes herself as a part-time farmer, full-time designer. All that time in the field has made Nancy a better designer, a better business owner, and a better person. There's no work quite like farming.

Nancy Teasley's roses from Ella Rose Farm, featured in two of her recent designs for a centerpiece and a bouquet.

Follow Nancy at these Social places:

Oak and the Owl on Instagram

Ella Rose Farm on Instagram

Sinclair and Moore

Steve Moore of Seattle-based Sinclair and Moore, in his studio.

Here's more about Steve Moore:

Holly Heider Chapple at Flowerstock 2018 (c) Sarah Collier

Love this photo, captured by Sarah Collier, of the Flowerstock experience, photographed during one of Holly's presentations.

Last week, Holly Heider Chapple welcomed designers and flower lovers from near and far to Flowerstock at HOPE Flower Farm.

Floral professionals and members of the floral community gathered for two days of demonstrations and talks by renowned floral designers, including Holly, Steve Moore of Sinclair & Moore, Nancy Teasley of Oak & the Owl and Alicia and Adam Rico of Bows & Arrows.

It was an honor to join Holly at Flowerstock for the second time as a a teacher.

I led a number of creative writing exercises for attendees, guiding floral creatives through various modules of describing flowers, color and memories in a new way.

These bud vases, arranged and photographed by Andrea K. Grist, were part of a writing module to describe what we see.

There were many quiet corners for writing, upstairs in the Dairy Barn, which is where I found Kelly Shore with pen, paper and flowers!

Color word-play is an important part of the Creative Writing Process, too, richly expanding our language.

The personal floral narrative is powerful.

We heard this idea many times from my fellow presenters and the timing was perfect for those who brought pens, paper, their open minds and a little vulnerability to the process.

We gathered upstairs in one of the barns, where there was a creative space for writing, photography and floral design. Thank you to all who participated.

I'm eager to read more of your writing!

Before I departed Flowerstock to return to Seattle, I asked Holly if we could sit down for the Slow Flowers Podcast to record an update from her and she agreed.

It was nice to sneak away to the Tenant House, where many of the speakers stayed, and sit in a comfy corner to speak uninterrupted.

We didn't watch the clock, so this is a longish episode. We'll forgive you if you listen in smaller units of time.

Sarah Collier captured this party photo of Holly and me, just prior to the final evening's dinner. What a fun memento!

The first half of this episode focuses on Flowerstock and you can feel our emotions and joy while listening to Holly and I share highlights with one another.

This is the massive arrangement that Holly created at Flowerstock using the new extra-large Holly Pillow, a foam-free mechanic that she designed in conjunction with Syndicate Sales. (c) Sarah Collier

Then, during the second half of this episode, I ask Holly to update me on all that's has happened in the past year with her new product line created in partnership with Syndicate Sales.

Holly Chapple holding her new grid-format "eggs" and "pillow cages," designed with Syndicate Sales.

If you've missed the news, you'll enjoy hearing the "backstory" of the Holly Egg and the Holly Pillow, new mechanics that allow efficiency, eliminate the use of foam, and (in Holly's opinion) lend themselves to higher productivity during the design and production of weddings and events. Click here to learn more about this new product line, called the Holly Heider Chapple Collection by Syndicate Sales.

What a whirlwind of topics and stories ~ thanks for joining us. You can hear my original interview on the Slow Flowers Podcast with Holly, which we mentioned while reminiscing. It was Episode 123, which aired Jan 9, 2014. Wow, has so much happened for both Holly and me in the ensuing years as we've both promoting progressive practices in floral design and flower farming -- in our own ways.

I want to encourage you to visit the Slow Flowers Summit site to learn more about the amazing program, people and flowers you'll engage with next summer.

It's not too early to save the date and secure your seat!

Slow Flowers members receive special discount pricing and everyone receives $100 off with the Early Bird rate, on sale now!

Opening day of the Michigan Flower Growers Co-op, with one of the first customers, Susan McLeary of Passionflower.

I'm so excited to have you with me today because in addition to our fabulous episode addressing the timely topic of Regional Wholesale Flower Hubs, I want to announce the opening of Early Bird Pre-Registration for the 2019 Slow Flowers Summit!

Yes, it's so great to be able to unveil our program for the 3rd annual Summit, which will take place on July 1 & 2nd 2019 in St. Paul Minnesota, co-hosted with Twin Cities Flower Exchange. Find all the details here, at slowflowerssummit.com.

The Slow Flowers Summit is designed to meet the needs and interests of progressive floral entrepreneurs engaged in sustainable sourcing, design and business practices. Your registration covers local flower tours, floral demonstrations, participation in creating an interactive, large-scale installation, all meals and 10 inspiring and informative speakers from across the floral continuum.

Now's your chance to take advantage of early-bird pricing through December 31st.

Slow Flowers members enjoy the discounted registration of $275

General admission is $325.

Ticket prices at both levels will increase by $100 on January 1st so if you want to drop hints for a holiday-wish list or if you want to invest in an tax-deductible business expense before the end of the year, the Summit registration might just have your name on it!  I can't wait to see you there!

As I mentioned, the Summit's co-host is Twin Cities Flower Exchange and our partner is founder Christine Hoffman, a past guest of this podcast. Christine's innovative efforts to create a regional wholesale flower hub in the Twin Cities is one of the reasons I wanted to bring the Summit there. As part of our Summit programming, Christine will be joined by two other leaders in farm-to-florist wholesaling. Theirs are important, emerging models we're witnessing in markets around North America.

The Michigan Flower Growers Cooperative is a magnetic hub of flowers, flower farmer and floral designers.

It's timely that one of Christine's fellow panelists is with us today, along with one of her collaborators. Please welcome farmer-florist Amanda Maurmann of Gnome Grown Flowers and Alex Cacciari of Seeley Farm. Together, they represent the exciting Michigan Flower Growers Cooperative.

Amanda will join Christine at the Summit to share insights, lessons learned and strategies for how the Michigan Flower Growers Cooperative came to be; our third panel presenter will be Nichole Skalski of Sonoma Flower Mart, a past guest of this podcast.

A welcoming bouquet, grown and designed by Amanda Maurmann of Gnome Grown Flowers

The session will explore various models and strategies for developing a local-flowers-focused regional wholesale flower hub. I've heard from so many around the country who are hungry for this type of insight and resource -- and I know it will be a valuable addition to the Summit programming.

Farmer-florist Amanda Maurmann of Gnome Grown Flowers, along with one of her Michigan-grown bouquet designs.

Let me tell you a little more about both guests. Amanda and her family own and run a small cut flower farm and design studio out in Ann Arbor, Michigan. She utilizes organic and sustainable practices and loves growing a diversity of unique and interesting blooms that inspire creative and natural design.

Amanda Maurmann of Gnome Grown Flowers and Michigan Flower Growers Cooperative.

She designs for small weddings, events, and funerals, and also cooperates with local farms that provide u-pick flowers for the public. Amanda works with what is in season first, and loves to collaborate with other local growers.

Alex Cacciari of Seeley Farm, along with her lush and fresh Michigan flowers.

Alex Cacciari and her husband Mark Nowak own and operate Seeley Farm in Ann Arbor. They grow certified organic vegetables and cut flowers for sale to farmers’ marke...

"I grow wedding flowers," says today's guest, Melissa Smith of Fraylick Farm in Traveler's Rest, S.C.

Flower farmer Melissa Smith from Fraylick Farm and SC Upstate Flowers (c) Kimberly Michelle Gibson Photography

I met today's guest, flower farmer Melissa Smith,along with several others in the SC Upstate Flowers group a few years ago when they came to the Slow Flowers Meet-Up in the Raleigh-Durham, N.C. area. 

I found their sense of collaboration and mutual respect for one another very encouraging, because they are basically creating a new market in their region.

Melissa and her husband Josh Smith own Fraylick Farm, based in Travelers Rest, S.C., about 10 miles north of Greenville, S.C., and 10 miles south of the S.C.-N.C. state line.

“The state of South Carolina in general is getting a whole lot more flower-focused,” she told me in a phone interview.

When Melissa and Josh moved their farming operation to the Greenville area in October 2015, Melissa felt the need for community. “I started meeting people through the Flower Farmer group on Facebook and I knew there were at least five of us here – and I thought ‘that’s enough for a group.'”

This image captures the collaborative spirit I enjoyed when I visited the Raleigh-Durham area in September 2016 and connected with Melissa Smith (far right) and others in the SC Upstate Flowers group.

She teamed up with Julie Hill of Greenville-based Southern Wild Design and invited every flower farmer they knew about to a potluck dinner. “We ended up having eight and that’s where the idea for our group was born.”

Thanks to Melissa’s background in graphic design and computers, and since it was still early in the season, SC Upstate Flowers launched a simple web site in March 2016. A Facebook page and Instagram account, and the frequently-used hashtag #scupstateflowers, naturally followed. By the first weekend of April 2016, SC Upstate Flowers posted a wholesale availability/price list on its site and introduced itself by email to a list of florists in the area.

Melissa Smith of Fraylick Farm shows off local flowers at the 2016 American Flowers Week "Farmer-Florist" Party (c) Angela Zion

SC Upstate Flowers has produced a few fun events during American Flowers Week -- basically a Farmer-Florist Design Party that invites florists in their area to play with the freshest, most beautiful, just-picked flowers from local farms.

Featured in Slow Flowers Journal/Florists' Review: Southern Flower Hubs

SC Upstate Flowers is also included in an article I wrote last November 2017 for the Slow Flowers Journal section of Florists' Review. That was the Southern-themed issue, and we focused the editorial content on floral design in the American South.

My story, titled "American-Grown Heroes: Southern Flower Hubs," features five dynamic flower cooperatives and collectives. You can download Southern Flower Hubs as a free PDF here.

I gathered with a number of passionate members of the SC Upstate Flower Growers in August, at the Southern Flower Symposium.

I reunited with Melissa in late August at the Southern Flowers Symposium in Charleston, S.C., hosted by Lowcountry Flower Growers. I spoke about the 2019 Slow Flowers Forecast and Melissa joined a panel of growers at various levels to discuss flower farming practices and share their wisdom.

Flowers by Fraylick Farm (c) Kimberly Michelle Gibson Photography

We managed to grab about 15 minutes to record a quick interview, but I knew there was more you could learn if we had more time. I recently connected via Skype with Melissa to finish our conversation. I'm so glad we took the time to do so. You'll learn how she is managing the evolution of her flower farm, adapting to market shifts and opportunities. And you'll learn more about the SC Upstate Flowers group.

Love this photo of Melissa Smith that I took at the Slow Flowers Creative Workshop in Raleigh-Durham a few years back.