> KEEP YOUR COOL Keeep YoYourur K BY SARAH SAMPSON


and perfecting logistics. But in high-pressure event environments, another skill set is just as critical — emotional intelligence. It’s what allows florists to navigate the unexpected: defusing tension with a


A 34 FLORAL MANAGEMENT | May/June 2026 | WWW.SAFNOW.ORG


planner, calming a stressed client or keeping a team focused when timelines fall apart. Emotional intelligence directly affects performance, says Jackie Bruce, Ph.D.,


a professor at North Carolina State University who specializes in leadership devel- opment and spoke at the Society of American Florists’ Next Gen LIVE! conference in February. “Research shows job satisfaction increases, organizational commitment rises, and


turnover drops,” she says. “And in customer-facing businesses like floral, the impact is even stronger. … It affects culture, and the bottom line.” That connection extends to revenue. Research in organizational psychology has


long linked emotional intelligence to measurable business outcomes. In one study by L’Oréal, salespeople selected for emotional intelligence competencies generated significantly more annual revenue than their peers — underscoring its role not just in workplace culture but also in driving sales. In event work, those outcomes play out in real time. Tight timelines and


high-emotion clients create constant pressure points — and how a florist responds in those moments can shape not only the success of the event but also future referrals and repeat business.


The Bouquet Battle Jolene Powell, owner of Floral Expressions with Jolene in Virginia, found herself in the middle of a quiet standoff: The bride wanted a cascading bouquet, while her mother — who was paying — preferred a hand-tied clutch. The tension was undeniable. They discussed the rest of the florals, but the bouquet remained a pain point.


Powell tried to bridge the gap, asking the mother about her own bouquet, then checking in privately with the bride. The disappointment in the bride’s voice was clear, but so was her response to follow the mother’s wishes.


often do. Florists spend years honing technical skills: processing stems, refining design


When timelines slip and emotions spike, emotional intelligence becomes a florist’s most valuable tool — for protecting relationships, performance and profit.


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wrong or incomplete wholesaler shipment. Venue friction. A freelancer error. The dreaded bridezilla. In event floral work, any number of things can go wrong — and


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