> INDUSTRY INNOVATORS
INNOVATIONS IN NETWORKING
Valerie Crisostomo Founder, Black Girl Florists, Atlanta
In her words: “What I’ve done is not new, but I had the courage to bring people together — Black women floral business owners — who are too often underrepresented in the industry.”
Innovation In the spring of 2020, Valerie Crisostomo started building a directory of Black women in the floral industry. She wanted the directory to be accessible and shared widely so that floral professionals and consumers alike could find Black female florists. As the list grew, she knew she needed to bring together the community to share their experiences. Today, Black Girl Florists engages with hundreds of Black, female floral business owners
through online floral classes, freelance oppor- tunities, and in-person events, including an annual in-person con- ference. The group is also getting involved in industry activities. Earlier this year, a Black Girl Florist member set up an award-winning display at the Philadelphia Flower Show.
Motivation Crisostomo’s work as a corporate event planner dried up in March of 2020 because of the COVID-19 pandemic. Soon after, racial turmoil heightened as Black Lives Matter protests became prominent, and consumers were looking to support Black-owned businesses. Crisostomo’s organization was born out of a
desire to bring attention and support to Black women in the floral industry. Camaraderie and inclusion are the
driving forces behind Black Girl Florists. “When you start to commune with one another, instead of compete, and you are sharing talents and gifts with someone who looks like you, it transforms rela- tionships,” she says. Those interactions have led to more business opportunities for members and given space for people to form business connections, she says.
Challenge Managing expectations and decorum are the biggest challenges of starting an industry group, Crisostomo says. “Some of the challenges we’ve faced involve people not truly understanding that it is not a right to be in the group, but a priv- ilege,” she says. “Just because you are a Black woman doesn’t give you a place here. We have community standards, and this is not just a place to take, you have to contribute.”
NETWORKING MAVEN Valerie Crisostomo established Black Girl Florists in 2020, which she says has led to more business opportunities for members.
28 FLORAL MANAGEMENT | July/August 2023 |
WWW.SAFNOW.ORG
Future Evolution The future of the organization will be based on growth and its ability to meet the current needs of the membership. “I want to create a foundation where Black Girl Florists can continue to live on after me,” Crisostomo says.
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