alongside informal peer conversations that attendees consistently cite as one of the convention’s biggest returns. “I know florists are watching every
dollar right now,” Wheat says. “But I want to be direct: This is one of the most important investments you can make in your business this year. The knowledge you gain, the connections you build, the ideas you bring back to your shop — those things have real, measurable value.” Learn more and register at safnow.
org/events.
Featured Keynote Presentations
State of the Floral Industry Kate Penn, SAF CEO A data-driven look at the challenges and opportunities shaping the floral industry, from economic pressures to shifting consumer behavior.
2027 Flower Trends Forecast
Talmage McLaurin, AIFD, Esmeralda Farms An early look at emerging design directions and consumer preferences influencing how florists will sell and merchandise in the year ahead.
Economic Reality Check: Leading Through Uncertainty
PEERS & PERSPECTIVES Left to right: Lauren Howkins and Kristin Howkins, both of Continental Farms in Doral, Florida, and Gil Rodriguez of Bellaflor Group in Quito, Ecuador, connected during the Next Gen Reception at last year’s convention in Phoenix.
Charlie Hall, Ph.D., SAF Chief Economist Insight into key economic signals, consumer spending patterns and how they impact pricing, staffing and inventory decisions.
1-DAY PROFIT BLAST DELIVERS ‘NEW TECHNIQUES,’ ‘WISE BUSINESS STRATEGIES’
> Attendees at the Society of American Florists’ 1-Day Profit Blast in Silver Spring, Maryland, in March left with practical ideas they could quickly put to work — from new sympathy design tech- niques to sharper business strategies. The one-day program combined
hands-on design education with sessions on profitability, pricing and team culture, giving retailers actionable tools to improve operations, strengthen margins and elevate customer offerings. Jeena Saunders of Park Florist in
Takoma Park, Maryland, said a sympathy design session led by design instruc- tor Carol Inskeep Proulx, AIFD, CEJ, stood out. “I have never seen anyone do any-
thing similar,” said Saunders. “I think taking these new techniques back to my shop will only enhance the quality of product we’re able to offer our customers.”
Across sessions, attendees reported
gaining both new ideas and validation of existing practices. “Each presentation had nuggets
of information that were useful or reminders of wise business practices,” said Angela Rabena of Etten’s Eden in Broadlands, Virginia. “Some of the infor- mation reinforcewd practices already in place and made me feel good about the way I have been running my business.” The event also offered time with
suppliers and peer networking, which Theresa Morone of Floral Accents in North Tonawanda, New York, said encourages fresh thinking. “Continuing education is always a
must if you want to grow professionally and personally,” she says. The next 1-Day Profit Blast is Nov.
8 at National Floral Supply in Orange, Connecticut. Learn more at
safnow.org/events.
PROFIT BY DESIGN Profit Blast attendees discuss a design that was part of the “Wow Factor Installations: Designs That Dazzle & Deliver Profit” session by Laura DaLuga, AIFD.
Amanda Jedlinsky is the senior director of content and communications and the editor in chief of Floral Management.
The magazine of the Society of American Florists (SAF) 9
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