By Jill Brooke 

Many of us at the dawn of our careers, while attending floral design school, were told the following in very stern terms: You shall NOT complain when flowers break because your relationship with your wholesalers is EVERYTHING. This sentiment echoed in my head when I received a bunch of sub-par garden roses—a few of them broken, leaving me with barely a few inches of stem and a flower bud. Another time it was an Anemone, lovely and fragile, that just didn’t have the strength to stand up straight in a vase. Instead of bright and lively, the flower’s petals drooped and curled.  

These are frustrations florists know well. After all, flowers these days are expensive. Each loss can be anywhere from $3 to $8 dollars wholesale. The resourceful among us realize that the best alternative is to take a negative situation and make it a positive. 

A snapped stem doesn’t have to mean the end of a bloom’s beauty—it just changes the role it plays. In fact, some of the most charming arrangements are born from “rescues,” where a flower that’s lost its footing in the vase gains a second act somewhere unexpected. Think of it as the floral design equivalent of upcycling: no petal left behind. 

For this reason, I keep a cupboard full of bud vases in all sizes. Did the stem break 3 inches, 5 inches or is it so low that I must wire it around foliage? If so, Continental Floral Greens has great choices. Then, I can place it into a round 2-inch bud vase, which features only the eye of the flower. 

Believe me, these tiny bud vases have been lifesavers; I scatter them around bar tables and high tops. Not only do I buy them from Accent Decor and Jamali Garden, but I’ve also purchased them from Amazon, which sells sets of 32 for under $35. I recommend keeping a stash of bud vases in multiple colors. For an event for The Garden Club of America, I used blue bud vases to match the table’s tall blue and white chinoiserie porcelain. Another time I brought a lavender shade to a fundraiser for New York’s Bedford Playhouse where a gaggle of celebrities were in attendance.  

Aside from bud vases, teacups are another easy solution. Yes, teacups. Lately, people have found them quite charming. I like to place one large flower head in a cup. Then I display it either in a bathroom or mount it in a bigger bowl full of lemons and limes. The key is to match the teacup design with the colors of your flowers.  

Another clever option is to float the bloom in a shallow bowl filled with water, letting its face be the star. This works beautifully for heavy-headed roses, peonies, Gardenias or Camellias. The petals rest like a lily pad, and with a few candles or scattered petals nearby, this simple design turns into an instant centerpiece. If you have multiple short-stemmed blooms, cluster them in a low compote dish, egg cup or even a vintage sugar bowl for a tabletop jewel box of color. 

A big trend right now is to literally put flowers inside a tall vase for a modern architectural look. This idea is particularly well suited for calla lilies, but many other flowers will work including sunflowers. You can wire some healthy flowers with one that is broken, and no one will know—especially if attached to larger foliage. 

You can also give broken stems new life as mini bouquets. For a whimsical twist, slip them into napkin rings at each place setting for a dinner party or larger event. Additionally, a single blossom wired to a hair clip or brooch can become wearable art for a wedding or banquet. I’ve even collected broken spray roses and frozen them into ice cubes. Party goers always ooh and ah over this.  

Still, when should you speak up to your wholesaler about broken or weak stems? The first time you might take it as a loss—or as one colleague put it, “take it for the team.” But if it happens more than twice, start documenting it with photos. Politely express your concerns if a pattern emerges. Many wholesalers will make it right on the next order. Just be sure to keep records of any sub-par product. Ultimately, don’t rely on a single wholesaler. If more than 7 percent to 10 percent of your product consistently arrives damaged, it’s time to find a new supplier. 

Finally, another guiding principle I follow, especially as a florist. Always have a Plan B. It’s where most of life happens, after all. A broken stem is a reminder that flowers aren’t defined by stature alone. Their presence still holds power—even on a shorter scale. 

Photos by  Cora Johnson | Cora Johnson Photography | Corpus Christi, Texas 

There are so many reasons to wear a dramatic flower crown. I’ve been creating headpieces for editorials and clients for more than a decade. They’ve evolved significantly since my very first one. The biggest change? They’re now lightweight and comfortable, while maintaining an overflowing, theatrical look. I never use floral foam in headpieces, and I always minimize weight wherever possible. Big flower crowns are heavy! So, let’s make a customer-friendly headpiece that’s easy to wear.  

Adding local, seasonal plants gives your headpiece a unique character. Right now, it’s cattail season where I live. The long leaves are surprisingly versatile—easy to fold, and when brushed against a metal pin frog, they separate into delicate, thread-like strands in multiple shades of green. 

For this design, I created a regional fall palette with analogous hues of green, yellow and orange. The palette was brought to life by some gorgeous new varieties of garden roses from Rio Roses, which I had the pleasure of working with. The rich, textural composition captures the warmth and vibrancy of our South Texas autumn. 

Every flower crown needs to be adjusted on a model—the size and diameter are easily reshaped by tweaking the wire base. When completing your design, always consider negative space to add flair. I folded a few cattail leaves and wove them through the headpiece to create depth and dimension. The result: a dramatic, feather-light, nature-inspired crown. Perfect for editorial shoots, bold styling—and yes, even a Halloween party. 

STEP BY STEP 

Step 1 

Lay a piece of chicken wire flat on a table. To protect the model’s skin, line the bottom of the wire with a few strips of soft material. I chose kinetic bandage; felt would work, too. Next, with liquid floral adhesive or dashes, glue a layer of green leaves to cover approximately 70 percent of the bandaged portion of the mechanic. (While I chose Ficus Benjamina, lemon leaf would be an easy-to-source substitute foliage.) Then, curve the ends of your base towards each other. 

Design Tip: A common mistake I see students make is trying to build the headpiece directly into a rounded shape. Whether you’re working with chicken wire or standard wire, it’s much easier to start flat. 

Step 2 

To create lightweight, textural elements, cut several pieces of cardboard. (I recycled vase packaging.) Brush cattail leaves with a metal pin frog, so they separate into thread-like strands. Next, wrap brushed cattail leaves around your cardboard pieces like spools; secure the ends with tape. These spools are great for creating patterns, layering and reducing the overall weight of the crown because they can cover a lot of space. Glue them to your base with liquid floral adhesive or dashes in a pattern of your choosing. 

Step 3 

To prepare the flowers, cut the garden rose heads from their stems. Add a drop of liquid floral adhesive to each blossom to seal in moisture. Cut several pieces of 18-gauge floral wire—two per rose, plus more for the other botanicals. Set aside a couple roses to deconstruct later in the design process. For the remaining roses repeat this process: Bend a single wire into a “U” shape. Insert the two wire ends through the center of each bloom, and then push the wire ends out on either side of the flower’s calyx. Pull gently until the curved top of the wire disappears into the center of the bloom. Add a second wire to create an “X” for extra support. Apply a finishing spray to all the roses to help the petals last longer.  

Design Tip: Process and condition your roses at least 24 hours ahead of time, so they hydrate and open fully before designing. 

Step 4 

To the headpiece base, add medium-sized green Anthuriums—three grouped near the bottom, two slightly above—by slipping their stems into the mechanic and securing with gauge wire. Tie and twist the wires on the backside, and curl or tuck in any sharp ends. 

Step 5 

One rose at a time, reshape its wires “bobby-pin” style. Then securely place them onto the headpiece. Tie and twist the wires on the backside, and tuck in any sharp ends. If possible, group rose heads to create a soft gradient of color. 

Design Tip: For especially thirsty blooms, insert small water tubes into the chicken wire base. 

Step 6 

Add a stem of yellow Gladiolus for visual balance. 

Step 7 

Incorporate seasonal accents like Eryngium, Eucalyptus, dried Hydrangeas, and, of course, brushed cattail leaves. Deconstruct a couple of roses and tuck the petals into the design for added interest. 

Step 8 

Once your chicken wire mechanic is well-covered, gently twist the ends together to fasten your headpiece in a circular shape. Inspect it from all angles and fill in any gaps.  

Design Tip: I added hanging ‘Spider’ Amaranthus—it drapes beautifully and gives a lush finish. I also added Spanish moss, a few folded cattail leaves and spiky Eryngium heads for extra depth and drama. 

Materials 

BOTANICALS 

Rosa spp. ‘Champagner’ (Rio Roses garden rose) 

Rosa spp. ‘Antonia’ (Rio Roses garden rose) 

Rosa spp. ‘Fancy Dreams’ (Rio Roses garden rose) 

Rosa spp. ‘Tropic Versilia’ (Rio Roses garden rose) 

Rosa spp. ‘Exotix Mint’ (Rio Roses garden rose) 

Typha latifolia (cattail, bulrush) 

Ficus benjamina (weeping fig, Benjamin fig) or Gaulteria shallon (salal, lemon leaf), foraged 

Anthurium andraeanum ‘Midori’ (flamingo lily, tailflower, painter’s palette) 

Eryngium spp. (sea holly, eryngo) 

Eucalyptus cinerea (silver-dollar tree, argyle apple, mealy stringybark) 

Gladiolus spp. (sword lily, corn flag) 

Dried antique Hydrangea pieces 

Amaranthus caudatus ‘Spider’ (love-lies-bleeding, tassel flower, foxtail amaranth) 

Tillandsia usneoides (Spanish moss, graybeard) 

HARD GOODS 

OASIS^™ Florist Netting 

Pin frog 

OASIS^® Waterproof Tape 

OASIS^™ Florist Wire (18 gauge) 

OASIS^® Floral Adhesive or OASIS^® UGLU^™ Adhesive Dashes 

FloraLife^® Clear Crowning Glory^® 

Mueller Athletic Tape (or kinetic/sports tape) 

Cardboard pieces  

By Molly Lucille 

The flower industry has found endless paths to activation as collaboration between art mediums becomes part of the flower world’s zeitgeist. From runways to editorial shoots, high fashion has started to fall in love with fresh flowers. Harkening back to the iconic line in “The Devil Wears Prada,” the 2006 film, “Florals, for spring? Groundbreaking.” Floral prints and motifs have always been a part of fashion design. However, fresh flowers are weaving their way into the fabric of couture fashion.  

Brenda Wallace, the creative force behind Floral Atelier in Barcelona, Spain, has made this collaboration a central part of her artistic identity. “Fashion and floral design may seem like two separate worlds, but to me, they share the same language: texture, movement and emotion.” Wallace’s work has been featured across the flower and fashion industries, from crafting custom couture wearables to collaborations with Vogue and other publications. “Both disciplines transform materials into storytelling, whether through fabric or petals, silhouettes or stems. Each project is a dialogue between fashion and flowers,” she explains, reflecting on the impact collaborating with designers has had on her creative practice.  

“Working alongside fashion professionals means entering their world and translating their aesthetic into florals. Sometimes it’s about mirroring textures, the ruffles of a gown echoed in delicate petals, other times it’s about contrast, letting flowers introduce vulnerability or strength,” says Wallace. “What I love most is how unpredictable flowers are. They change, they carry scent and memory. This ephemeral quality adds a layer of rawness and authenticity to fashion imagery,” she adds. “The process requires sensitivity: understanding which blooms will hold their shape under studio lights, how colors will translate through the lens, and how to maintain a dialogue between the garment and the floral work without one overpowering the other.” 

Regarding collaboration, Wallace says: “These projects are always about trust and respect. Creative directors and stylists open their vision to me, and my role is to weave florals into that vision. It’s less about decoration, more about conversation, asking how flowers can deepen the story being told. What strikes me most is how naturally fashion and florals align—both are deeply tied to seasons; both reflect identity and emotion.” She adds: “Working on floral fashion projects has taught me that flowers will fade, but the image, the feeling, the story, stays.” 

The importance of the team is a critical aspect of Wallace’s work. “Behind every editorial or fashion project lies an entire ecosystem of creative talent. I’ve had the privilege of working alongside creative directors, photographers, videographers, models, movement directors, producers, stylists, makeup artists, hair professionals, brands and light assistants, just to mention a few. Each one plays a key role in bringing the vision to life,” she notes. “The magic happens when there is respect, open communication and a shared commitment to the story we’re telling. Every detail, from a gesture introduced by the movement director to the light shaped by the assistants, to the styling choices that frame the florals, contributes to the whole.  

“Every stitch, every bloom, every gesture, they all tell the same story when we work as one. That’s where the magic lies. Beyond the beauty of flowers and fashion, I carefully choose the projects I dedicate myself to. For me, they must carry meaning, whether it’s honoring traditions, connecting with my roots or caring for the environment. I am drawn to projects that are impactful and meaningful, that hold essence and soul,” says Wallace. 

Another standout name in the world of floral fashion is Julia Rose. Her Australia-based business, Flowers by Julia Rose, blurs the line between fashion designer and floral designer. For two years and counting, Rose’s unique floral creations have graced the runways during one of the hottest weeks—the iconic New York Fashion Week, a longstanding, semi-annual tradition that occurs every September and February.  

“Before the chaos of the runway kicked in [last year], we staged an exclusive editorial photoshoot in the Aura Hotel penthouse. It was our way of planting the flag and saying, ‘We’re here!’ We took a moment to breathe, to reflect and to do what we love most: create art from flowers. The penthouse photoshoot was our declaration of arrival —a soft but powerful roar that floral fashion had entered the city,” Rose explains. 

This roar most certainly has been heard across the industry. Rose’s work and the work of other floral designers throughout the world have influenced the fashion industry to include and celebrate fresh florals.  

Rose exuberantly describes her initial Fashion Week experience. “On the big day, the energy was electric. The models from Yanii Models, with their grace and poise, became living canvases for our creations. As they walked the red carpet draped in floral couture, the audience was captivated by the fusion of fashion and floristry,” she says. “Oasis supported us with the base structures of all our creations, their product was the skeleton, the boning of our couture. Design Master allowed us to change the colors of our creations, dramatizing depth and movement, stealing the spotlight. Vibrant hues and velvety tones became a symbol of bold elegance, perfectly embodying the rock-edge fashion fierceness we wanted to showcase. Cameras flashed, jaws dropped, and whispers of admiration filled the air. It was a moment we’ll never forget.” 

From red carpet installations to wearable floral designs and editorial shoots to coats formed entirely out of the famous David Austin’s ‘Juliet’ Garden Roses (Seen here designed by Ka’iesa Kasimbeg with Yusif Khalilov and Nora Maria Photography), the world of high couture has been revolutionized by the flower industry. While this may seem like an intimidating world to enter, floral fashion does not have to be limited to the exclusive pages of a fashion magazine or the runways of New York Fashion Week.  

Many cities have their own fashion opportunities, with submissions open to local designers, as seen by these stunning examples from Portland, Oregon’s Bloom Tour PDX, designed by Emily Jaques of Wild Blue Bell Floral Design. Editorial shoots can be crafted with a simple collaboration of like-minded creatives. Even simple experimentation with weaving floral couture in your studio with leftover flowers is a worthy pursuit. The joy of creating can activate a world of possibilities, clothing the world in the fabric of flowers and sharing the transformative power of wearing blooms. 

This wedding-style centerpiece features exquisite roses in pink as well as warm peach tones. For placement, the arrangement works well on a round table, long table or even on a bar. 

Footed vases are great for wedding work. To highlight the multiple pink blooms, I selected a white pedestal compote. I chose a few Hydrangea stems to create a romantic lacy base for the garden and spray roses. After incorporating all the gorgeous roses, I layered in a few wisps of smaller blooms to compete this beautiful design.

Floral design, text and photos by Paulina Nieliwocki, Blue Jasmine Floral, Berkeley Heights, N.J.

Presented by Alexandra Farms

Presented by Alexandra Farms

By Tonneli Grüetter

Whether you’re looking to launch a new flower business or manage an established shop that’s hit a knowledge ceiling, you’re not alone. Every florist, at some point, encounters a boundary where further growth requires new skills and knowledge. The good news? You don’t need to face this challenge alone. In this issue of Florists’ Review, we step beyond the traditional world of floral design education and into the broader landscape of business learning. This guide is an invitation to invest in yourself—not just as a floral artist, but as a business leader, an innovator and a lifelong learner. Here, we introduce 25 free educational courses available in 2025, each carefully selected to address real, common skill gaps faced by florists. Whether you’re new to the trade or a seasoned professional, these resources will empower you to expand your expertise in areas ranging from business strategy to leadership to customer engagement.

While these courses are available at no financial cost, don’t mistake free for easy. These are serious, high-quality programs, crafted by renowned institutions like Massachusetts Institute of Technology (MIT) and Harvard University designed to provide the kind of in-depth, actionable knowledge that can translate directly into business advantages. By dedicating your time and effort, you’ll gain tools that can transform your shop into a more efficient, profitable and competitive business.

In past issues of Florists’ Review, we’ve spoken with business owners from fields as diverse as teaching, medicine, science and architecture. There’s no one-size-fits-all path to the flower industry. Each florist brings their own unique set of professional experiences—and with that, their own set of strengths. But just like in a flower arrangement, the focal blooms are only part of the picture. It’s the supporting elements, like inventory management, pricing strategy and financial literacy, that bring true structure and harmony to your business. We like to call these the “floral mechanics”—the hidden but critical skills that keep everything running smoothly. Then, there are those surprise elements—the unexpected qualities that can set your business apart. Perhaps it’s your ability to capture stunning photos of your designs, an instinct for understanding consumer behavior or an interest in sustainability. Cultivating these strengths can elevate your business from good to exceptional.

Finally, remember that even the most resilient flowers need care and attention. The same is true for your business. Even the most experienced professionals need continuous education to remain relevant and innovative. This guide serves as your professional upkeep—your chance to trim, polish and nourish your skills to ensure you stay ahead in today’s ever-evolving market. Let’s dive into these carefully curated courses, each a steppingstone toward mastering the essential skills you need not just to survive, but to truly thrive in the competitive flower industry.

(Please note: Some courses detailed below are available for download at any time, while others require enrollment during specific dates for self-paced learning. Additionally, while most courses are free to audit, a fee is required for certain classes if you wish to receive a certificate of completion.)

BUSINESS ESSENTIALS

1. Nuts and Bolts of Business Plans

Provider: MIT Sloan School of Management
Description: This course guides you through the process of creating a comprehensive business plan that defines your goals, target market, financial forecasts and competitive strategy. Whether you’re just starting out or looking to refine your business approach, understanding how to outline a clear plan is critical for long-term success. A solid business plan will help you stay focused on your goals and attract investors or secure financing when needed. By the end of this course, you’ll have a framework for structuring your flower business for growth and sustainability.
Download Course: Link

2. How to Develop Breakthrough Products and Services

Provider: MIT Sloan School of Management
Description: Learn how to innovate by developing unique products and services that can set your shop apart. This course explores creative problem-solving techniques to help you identify and seize new opportunities in the competitive flower market. Through case studies and industry examples, you’ll learn how to bring new, high-demand services or products to market, such as custom flower arrangements or eco-friendly options. It will also guide you on how to test and refine your ideas to ensure they meet customer needs and expectations.
Download Course: Link

OPERATIONS AND SYSTEMS

3. Data Science: Productivity Tools

Provider: Harvard University
Description: This course introduces data science tools like Excel, R and Git to streamline your workflow and improve efficiency in your flower business operations. It teaches you how to organize and analyze data, whether it’s tracking inventory, sales trends or customer preferences. With these productivity tools, florists can automate tasks, optimize their processes and make more data-driven decisions. By the end of the course, you will be equipped to use data to enhance various aspects of your business, from inventory management to sales forecasting.
Enroll: Link

4. Inventory Management

Provider: University of California, Irvine
Description: Inventory management is a critical skill for any flower business, especially when it comes to managing perishable products. This course will teach you how to efficiently track and control your inventory, minimizing waste and ensuring that you have the right flowers and supplies on hand when customers demand them. You’ll also learn strategies for reordering, forecasting and managing seasonal variations in stock. With better inventory management, you can reduce overhead costs and improve your profitability.
Enroll: Link

5. Work Smarter, Not Harder: Time Management for Personal and Professional Productivity

Provider: University of California, Irvine
Description: This course provides strategies for effective time management that can help you balance the demands of running a flower shop with the creative aspects of your work. It focuses on prioritization, task delegation and productivity hacks to help you manage your time more efficiently. You’ll also learn how to avoid burnout by creating a healthy work-life balance and reducing distractions. By improving your time management skills, you can accomplish more with less stress, ultimately leading to a more productive and successful business.
Enroll: Link

HUMAN RESOURCES AND STAFFING

6. Recruiting, Hiring and Onboarding Employees

Provider: University of Minnesota
Description: As a business owner, understanding how to recruit, hire and onboard the right employees is essential for maintaining a strong team. This course covers best practices in talent acquisition, from crafting job descriptions to conducting interviews, as well as strategies for integrating new hires into your team. You’ll learn how to assess a candidate’s skills and cultural fit, ensuring you bring in individuals who will contribute to the success of your flower business. Proper onboarding will also help reduce turnover and improve employee retention, which is crucial in a fast-paced retail environment.
Enroll: Link

7. Employment Contracts

Provider: University of Pennsylvania
Description: This course provides a thorough understanding of employment contracts, helping you navigate the legal aspects of hiring employees in your flower business. You’ll learn the essentials of creating contracts that protect both you and your employees, covering topics such as compensation, benefits, job expectations and confidentiality. With a solid understanding of employment law, you’ll be able to mitigate legal risks and ensure your business complies with labor regulations. This knowledge will also help you address any issues that arise with staff or contractors in a legally sound manner.
Enroll: Link

LEGAL AND CONTRACTING

8. Contract Law: From Trust to Promise to Contract

Provider: Harvard University
Description: Contract law is foundational for any business that deals with clients, vendors or service providers, and this course covers the fundamentals. You’ll learn how contracts are formed, how to negotiate terms and how to resolve disputes—all of which are critical skills for flower business owners who often work with external suppliers or accept large, custom orders. By understanding contract law, you can better protect your business from potential legal issues and ensure your agreements are enforceable. This course will provide you with the confidence to handle contractual matters, whether it’s a partnership agreement or a client contract for a major event.
Enroll: Link

9. Protect and Grow Your Freelancing Business

Provider: California Institute of the Arts
Description:  If you’re a florist freelancer or offer custom floral design services, this course will help you protect and expand your business. Learn essential strategies for marketing your freelance work, negotiating contracts and ensuring timely payment. You’ll also explore how to handle client relationships, navigate tax implications and maintain a steady stream of income through referrals and repeat clients. Whether you’re just starting out or looking to grow your freelance flower business, this course provides the tools and insights you need to succeed.
Enroll: Link

MARKETING AND COMMERCE

10. Google Ads for Beginners

Provider: Coursera Project Network
Description: This course teaches the basics of creating Google Ads campaigns, which are essential for digital marketing. You’ll learn how to target the right audience, set your budget and measure the effectiveness of your ads. For florists looking to expand their reach online and attract local customers, Google Ads can be a powerful tool to increase visibility and drive sales. This course will provide you with a strong foundation in digital advertising that can help your flower shop succeed in a competitive online marketplace.
Enroll: Link

11. Omnichannel Retail Strategy Specialization

Provider: University of Pennsylvania
Description: In this course, you’ll learn how to create a seamless shopping experience for your customers across both physical and online platforms. For florists, having a robust omnichannel strategy can help you reach customers who prefer to shop in-store, online or through mobile apps. You’ll explore techniques for integrating sales channels, optimizing inventory management and offering personalized customer service. This course will give you the tools to create a flexible, customer-focused retail strategy that enhances both in-store and online sales.
Enroll: Link

PROFESSIONAL WELLNESS

12. Improving Your Business Through a Culture of Health

Provider: Harvard University
Description: A healthy work environment can significantly improve productivity and employee morale. In this course, you’ll learn strategies to promote physical and mental well-being within your flower business. Implementing a culture of health will help reduce absenteeism, enhance customer service and foster a positive workplace atmosphere. By the end of the course, you’ll have actionable steps to build a wellness-focused business culture that benefits both your employees and your bottom line.
Enroll: Link

13. Increasing Your Physical Intelligence, Enhancing Your Social Smarts

Provider: MIT Experimental Study Group
Description: In this course, you’ll explore the concept of physical intelligence and how improving your physical awareness can enhance social interactions and leadership abilities. For flower business owners, understanding how to read nonverbal cues and navigate social situations can improve client relationships and help lead your team more effectively. This course also helps you develop the skills to manage your own body language and emotional responses, which can lead to better communication and conflict resolution in both personal and professional settings.
Download Course: Link

LEADERSHIP AND DEVELOPMENT

14. Resilient Leadership

Provider: Harvard University
Description: Resilient leadership is essential for navigating the inevitable ups and downs of owning a flower business. This course will teach you how to adapt and thrive during times of stress or uncertainty, enabling you to lead your team with confidence. By learning how to build resilience, you’ll be better equipped to manage challenges such as fluctuating sales, staff turnover and seasonal changes in demand. Strong leadership will also help you maintain a positive work environment and retain talented employees.
Enroll: Link

15. Neuroscience of Leadership: Leading with Your Brain Specialization

Provider: University of Colorado, Boulder
Description: This specialization focuses on how you can apply neuroscience to enhance your leadership effectiveness. You’ll learn about brain-based techniques that improve decision-making, problem-solving and communication. For flower business owners, these skills will help you better manage your team, understand your customers and stay calm under pressure. This course will provide you with insights into the cognitive processes that drive leadership behaviors and how you can harness this knowledge to improve your performance as a business leader.
Enroll: Link

CUSTOMER ENGAGEMENT

16. The Art of Persuasive Writing and Public Speaking

Provider: Harvard University
Description: Communication is key in floristry, whether you’re trying to win over new clients, pitch your services to a corporate client or simply craft a message for your website. This course will teach you the techniques of persuasive writing and public speaking that can be applied to all aspects of your business. You will learn how to craft compelling narratives, present your ideas confidently and engage your audience both in written and spoken form. These skills are invaluable when you need to pitch your floral designs, talk to clients about their needs or market your services in a way that attracts attention. Mastering these skills will help you communicate with clarity and persuasion, ultimately strengthening your brand’s position in the competitive floral design market.
Enroll: Link

17. Listening to the Customer

Provider: MIT Sloan School of Management
Description: In a service-oriented business like floristry, understanding your clients’ needs is essential to success. This course focuses on active listening techniques and customer-centric strategies that will help you gather valuable feedback from your clients. You’ll learn how to interpret client cues, ask the right questions and create a dialogue that leads to a deeper understanding of what they truly want. By mastering these skills, florists can enhance customer satisfaction, personalize their service offerings and strengthen relationships. The ability to listen and adapt to customer preferences will improve your reputation and increase customer loyalty, making it an essential skill for any flower business owner.
Download Course: Link

MARKETING STRATEGY

18. Essential Marketing Frameworks

Provider: University of Washington
Description: In this course, you’ll learn essential frameworks for approaching marketing strategy, focusing on customer segmentation, competitive analysis and brand positioning. For florists, understanding these concepts will help you craft effective marketing campaigns that resonate with your target audience, whether you’re marketing locally or online. It will also guide you in assessing the effectiveness of your marketing efforts and adjusting strategies based on real-world performance. By the end of the course, you’ll have the tools to create a strong, sustainable marketing plan that helps your business stand out in a competitive marketplace.
 Enroll: Link

19. The Strategy of Content Marketing

Provider: University of California, Davis
Description: Content marketing is about creating and sharing valuable content to attract and retain customers, and this course will teach you the strategies behind it. You’ll learn how to craft a content plan that builds trust and engagement with your audience, whether you’re writing blog posts, creating social media content or producing videos. Florists can use content marketing to showcase their designs, educate customers about flower care or offer DIY tips. By mastering this strategy, you’ll create a loyal customer base and increase brand awareness, all while positioning your business as a trusted expert in the industry.
Enroll: Link

FINANCIAL LITERACY

20. Pricing

Provider: MIT Sloan School of Management
Description: Pricing is one of the most critical aspects of running a successful business, and this course teaches you how to set optimal prices for your flower arrangements and services. It covers pricing strategies, psychological pricing, and how to assess market conditions, customer demand and costs. Florists will benefit from this course by learning how to price products competitively while maximizing profitability. With a strong understanding of pricing principles, you can ensure your flower business remains financially sustainable while still offering value to your customers.
Download Course: Link

21. Fundamentals of Business Problem Solving

Provider: Howard University
Description: This course helps you develop a systematic approach to solving business problems, focusing on identifying issues, analyzing data and creating actionable solutions. As a florist, you will face various challenges, from inventory shortages to customer complaints, so knowing how to address these issues quickly and efficiently is crucial. You’ll learn strategies for making sound decisions under pressure, managing business risks and improving operations. Whether it’s streamlining your delivery process or improving your customer service, this course equips you with problem-solving skills that can be applied across all areas of your flower business.
Enroll: Link

HORTICULTURE AND PLANT KNOWLEDGE

22. Pest and Disease Management

Provider: University of Illinois at Urbana-Champaign
Description: Florists and growers need to protect their plant stock from pests and diseases that can ruin their business. This course focuses on effective strategies for managing common plant pests and diseases, with practical techniques for prevention, monitoring and intervention. Through this course, people in the floriculture industry will gain the knowledge to identify early signs of problems, apply appropriate treatments and minimize losses. You’ll also learn about Integrated Pest Management (IPM), a sustainable approach that reduces the use of harmful chemicals, ensuring your flowers remain healthy and your customers satisfied.
Enroll: Pest and Disease Management(Class Central, Coursera)

23. Curanderismo: Traditional Healing Using Plants

Provider: University of New Mexico
Description: This course explores the traditional healing practices using plants, offering florists a deeper understanding of the cultural and spiritual significance of plants. Curanderismo is a holistic healing tradition rooted in Latin American cultures, and the course covers the medicinal uses of various plants. By learning about the healing properties of plants, florists can expand their offerings to include wellness-based products like herbal teas, tinctures or plant-based remedies. Additionally, integrating cultural awareness into your floral designs and offerings can attract a wider range of customers interested in more meaningful, purpose-driven products.
Enroll: Curanderismo: Traditional Healing Using Plants(Shiksha, Curanderismo UNM, Coursera)

24. Plant Biology

Provider: UHI Argyll (a partner college with the University of the Highlands and Islands in Scotland)
Description: This course provides an in-depth look at plant biology, covering the fundamentals of how plants grow, develop and interact with their environment. For florists, understanding plant biology will help you better care for your flowers, ensuring they stay fresh for longer periods, and improve your ability to choose the best types of flowers for specific designs or events. You’ll gain insights into factors like soil composition, water needs and plant nutrition, which can help you enhance the longevity and beauty of your flower arrangements. Whether you’re selecting flowers for a wedding or maintaining inventory in your shop, this course will deepen your knowledge of plant science.
 Enroll: Plant Biology(Planit Plus, Open University)

PRACTICAL MAINTENANCE SKILLS

25. Introduction to Plumbing

Provider: Alison (USAID)
Description: Plumbing issues, such as clogged drains or leaky pipes, can disrupt your flower business operations. This course introduces you to the essentials of plumbing, teaching you how to perform basic repairs and understand plumbing systems. Florists will find this knowledge valuable when dealing with maintenance issues in their shops, whether it’s fixing a leaking pipe or unclogging a drain. Learning these fundamental skills can save you time and money on repairs, reducing the need to hire professionals for minor issues.
Enroll: Introduction to Plumbing(Alison, https://www.educations.com, Alison)

The knowledge and tools you’ve gained in this guide are just the beginning. The true impact happens when you act. Choose at least one course that resonates with you and commit to completing it in 2025. This isn’t just about picking up new skills—it’s about investing in your growth as both a floral artist and a leader. And don’t go it alone! Get a flower-friend, colleague or even an industry peer involved and set a challenge together. Whether it’s learning the fundamentals of inventory management, crafting breakthrough products or mastering time management, having an accountability buddy will keep you motivated. After all, accountability is the secret ingredient that helps turn ambition into results.

But don’t just take our word for it. According to research from the American Society for Training and Development, professionals who engage in ongoing learning are 46 percent more likely to receive a promotion. Lifelong learners are not only more likely to report greater career satisfaction, but they also experience stronger financial success. People who consistently acquire new skills are better positioned to grow their businesses, land new opportunities and achieve long-term success. The correlation is clear: the more you invest in yourself, the more your business thrives.

So, what will your first course be? Make the decision, commit and start your journey toward growth today. Your business—and your future self—will thank you.

By Teresa Schafer

It’s time to reveal the winners of Alexandra Farms’ “2024 Garden Rose Design Contest”! Again this year, we received hundreds of entries, and the judges have spoken. Four first-time entrants and three returning designers placed in this year’s contest. The contest featured two design categories—“Wedding Work” and “Everyday Design”—and designers could enter either category or both. In addition, four prizes were awarded in each of the two categories: First, Second and Third places and Readers’ Choice. Congratulations to the winners!

Prizes

• The first-place winners will receive an all-expenses-paid trip for two to Alexandra Farms in Bogotá, Colombia.

• The second-place winners will receive 500 stems of garden roses and $500.

• The third-place and Readers’ Choice winners will receive 250 stems of garden roses and $250.

Judges

The judges were Jose R. Azout, president of Alexandra Farms; Holly Heider Chapple, educator and owner of Holly Chapple Flowers and Hope Flower Farm and the founder of “Chapel Designers”; and the team at David Austin Roses.

Designs were evaluated on several criteria, including how the garden roses were used, photo quality, and overall design aesthetic and composition. Judging was conducted anonymously, independently and confidentially. The Readers’ Choice Award winners were chosen by a public online vote.

Looking Toward the Future

After seven years and countless entries received, this is our final “Garden Rose Design Contest.” We sincerely thank everyone who has participated since the first contest in 2018. The incredible design work created throughout the world, especially work featuring our flowers, inspires us to continue growing the best garden roses for the industry!

ABOUT ALEXANDRA FARMS

Alexandra Farms, located in the Andes mountains of Colombia, is a boutique grower of fresh-cut garden roses. Since 2005, we have been dedicated to producing blooms with the best appearance and performance possible while keeping up with demand and trends. Our collections include more than 60 unique and popular garden rose varieties and other flowers with special shapes, colors and fragrances. Alexandra Farms is committed to social and environmental best practices, and we are certified through Florverde Sustainable Flowers and One Carbon World. Our long-lasting award-winning flowers are available year-round through floral wholesalers worldwide.

Winners

Wedding Work

FIRST PLACE and READERS’ CHOICE

Anna Stouffer

Urban Petals

Greer, S.C.

Photographer: Kendra Martin Photography

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Golden Mustard’

• ‘Caramel Antike’

• ‘Sahara Sensation’

• ‘Sahara Sensation Spr’

SECOND PLACE

Belinda Bennett

The Rose Thief

Hatfield, Mass.

Photographer: Rebecca Castonguay

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Juliet’ (Ausjameson)

THIRD PLACE

Nancy Zimmerman

Fancy Florals by Nancy

Fairbury, Ill.

Photographer: Rebekah Albaugh

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Capability’ (Ausapply)

• ‘Constance’ (Austruss)

• ‘Darcey’ (Auschariot)’

• ‘Millicent’ (AUSCP17431)

• ‘Lavender Bouquet’

• ‘Precious Moments’

• ‘Tsumugi’

EVERYDAY DESIGN

FIRST PLACE

Marcy Almoney

Foster’s Flower Shop Design Studio

York, Pa.

Photographer: Marcy Almoney

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Eugenie’ (Ausimage)

• ‘Leonora’ (Auswagsy)

SECOND PLACE

Janelle (Janie) Gerestein

Flowers by Janie

Calgary, Alta. Canada

Photographer: Tara Whittaker

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Constance’ (Austruss)

• ‘Beatrice’ (Auslevity)

• ‘Edith’ (Auspluto)

• ‘Darcey’ (Auschariot)

• ‘Millicent’ (AUSCP17431)

• ‘Pink O’Hara’

• ‘Precious Moments’

• ‘Mayra’s Rose’

• ‘Mariatheresia’

• ‘Princess Hitomi’

• ‘Princess Maya’

THIRD PLACE

Cole Buys

CB Design – Floral and Décor

Cullman, Ala.

Photographer: Cole Buys

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Patience’ (Auspastor)

READERS’ CHOICE

Jenny Cheung

Lillies & Lattes

Los Angeles, Calif.

Photographer: Jenny Cheung

ALEXANDRA FARMS GARDEN ROSE VARIETIES USED:

• ‘Juliet’ (Ausjameson)

• ‘White O’Hara’

• ‘Pink O’Hara’

• ‘Princess Fairy Kiss Pink Spr’

By Nita Robertson, AIFD

Sponsored by Certified American Grown

Florists’ Review is delighted to present the winner and finalists in our annual “Best in Blooms” contest celebrating “American Grown Flowers and Foliage Month,” which has been proclaimed annually every July by Congress since 2017 and is now spearheaded by Certified American Grown, a nonprofit national trade association for cut flower and foliage farmers in the U.S., that works toward sustainability and prosperity through unified advocacy and strategic promotion.

More than 65 floral designers from across the country submitted photos of their work for our jury’s consideration. From those, four florists were chosen to compete. Each finalist received an abundance of products from four Certified American Grown-member flower farms to create an outdoor summer tablescape highlighting the beautiful bounty of our country. Finalists were asked to use at least three types of flowers and foliages from each of the four farms and to incorporate a garland in a creative way, such as on or above a table or as chair accents.

The contributing farms are:

• Green Valley Floral
   Salinas, Calif.

• Resendiz Brothers Protea Growers
   Fallbrook, Calif.

• Pyramid Flowers
   Oxnard, Calif.

• FernTrust
   Seville, Fla.

The winner will be featured in a “Florist Spotlight” feature in an upcoming issue of Florists’ Review, have her work featured across all of our social media platforms, and receive a $500 product credit with our Certified American Grown partners.

For information about how you can enter future editions of our “Best in Blooms” contest, visit our website at FloristsReview.com.

WINNER

Briana Maginn

Wildflower Touch

Center Moriches, N.Y.

FINALISTS

Jalisca Thomason

Rustic Roots Floral Design

Exeter, Calif.

I was like a little kid on Christmas morning, jumping up and down and exclaiming over everything when I received my boxes of American grown flowers and foliageI

Full of Vibrant colors, saturated colors, muted tones, and the most gigantic king protea I have ever seen. There were so many gorgeous blooms that were vying to be the center of attention- from the shapes and smells of the Rose Lily to the perfectly petaled garden roses I just could not choose a star!

Sara Lunn

Sara Lunn Floral Studio

Las Vegas, Nev.

As I envisioned crafting my ideal ‘Summer Outdoor Tablescape,’ memories flooded my mind, reminiscent of warm childhood evenings when I exchanged my lemonade stand earnings for a refreshing creamsicle from the ice cream truck. The magical final touch of the tablescape was the plumosus infused mixed foliage Garland from Fern Trust that I installed along the bistro lights above the table!

Megan Flickinger

Form & Fire

Boonsboro, Md.

Designing for the finals was an exhilarating experience, and I’m truly honored to have been included in this year’s Best in Blooms. I’m in awe of my fellow competitors and want to thank Florists’ Review, American Grown Flowers, Resendiz Brothers, FernTrust, Green Valley, and Pyramid Flowers for their exceptional products and for showcasing the stunning variety of flowers grown right here in the U.S.

Product List of American Grown Flowers and Foliage

Hydrangea, with voluminous blooms, a range of bloom types and a broad color palette, have long been cherished by florists for their versatility as mass flowers that add texture, stunning color and modern elegance to any design. With year-round availability, these stunning flowers are highly favored, especially for weddings and events, by not only floral designers but also their customers.

The genus Hydrangea belongs to the relatively small Hydrangeaceae family, which also comprises the genera Deutzia and Philadelphus (mock orange), and is native to China, Japan, Korea, the Himalayas, Indonesia and the U.S. (from New England west to Kansas and all the states south of that line). The first known Hydrangea species, H. macrophylla (big-leaf Hydrangea), was brought to Europe from Japan in the early 18th century. It quickly gained popularity for its large, showy blooms and ability to thrive in European climates. As the plants became more widely cultivated in Europe, horticulturists began developing new varieties.

In Japan, Hydrangea plants have been cultivated for centuries and hold cultural significance. They are associated with gratitude, understanding and apology. The flower’s changing colors are often seen as symbolic of change and transformation.

Today, Hydrangea is grown worldwide, and the numerous species and varieties provide florists with a range of flower shapes, sizes and colors. Ongoing research continues to explore new cultivars and ways to enhance the growth, resilience, and aesthetic appeal of these plants.

The Hydrangea genus comprises 70 to 80 species of flowering plants. The most commonly cultivated species as cut flowers include the following:

• Hydrangea macrophylla

     Common names: big-leaf Hydrangea, French Hydrangea, garden Hydrangea, florist’s Hydrangea

This species has two main bloom types: mophead (a.k.a. hortensia), and lacecap. Mophead/hortensia blooms (called inflorescences) are large, full and round, and they are composed primarily of the large, showy sterile florets. They may bear smaller fertile florets (most noticeable in lacecap blooms), but those are obscured by the more numerous and densely packed sterile florets, resulting in a spherical shape. Lacecap blooms have a flat, loosely packed composition of smaller, pollen-bearing fertile florets surrounded by an outer ring of the larger showy sterile florets. They appear light and airy.

• Hydrangea paniculata

     Common name: panicle Hydrangea

• Hydrangea paniculata ‘Grandiflora’

     Common name: peegee Hydrangea

Recognized for its conical flower clusters, H. paniculata is prized for its hardiness and ability to thrive in various climates. It often undergoes color changes, starting with white and turning pink or even red as the season progresses.

• Hydrangea quercifolia

     Common name: oak-leaf Hydrangea

Named for its distinctive oak-leaf-shaped leaves, this species also offers cone-shaped inflorescences, as well as attractive foliage that turns vibrant colors in the fall.

• Hydrangea arborescens

     Common names: smooth Hydrangea, wild Hydrangea, sevenbark, hills-of-snow

Featuring large round blooms, similar to H. macrophylla, this species is valued for its hardiness and adaptability.

For gardeners, we must mention another species, Hydrangea serrata (formerly known as Hydrangea macrophylla subsp. serrata). It sports lacecap-like blooms and goes by the common names mountain Hydrangea, tea-of-heaven and sawtooth Hydrangea.

One of the most fascinating aspects of Hydrangea blooms is their ability to change color based on soil pH. Acidic soils tend to produce blue flowers while alkaline soils result in pink flowers. White varieties remain white regardless of soil pH.

Hydrangea lives up to the root of its botanical name, “hydra” (Greek for water), by requiring ample water. Some flower care experts recommend submerging cut flowers in room-temperature water for 30 to 45 minutes immediately after cutting, to prevent wilting, as well as to revive wilted blooms.

One commercial treatment solution, FloraLife® Hydrate Hydrangea, is specifically formulated to hydrate and condition Hydrangea after harvest and/or after a period of dry storage. It increases flower quality throughout the supply chain, resulting in better vase life performance at the consumer level. Floralife® Hydrate Hydrangea is explicitly formulated to enhance the flow of liquid through Hydrangea stems, to provide long-lasting hydration and prevent premature wilting.

Hydrangea Farm Story: Cultivating Color and Connection

Nestled amid the lush landscapes of La Ceja, Colombia, about 40 miles southeast of Medellín, lies Flores del Este, a haven where the vibrant hues of Hydrangea paint a picture of natural beauty at 7,200 feet above sea level. For 24 years, this farm has woven a tale of growth, passion and family bonds, emerging as a beacon of excellence in the global export of these delicate blooms.

At Flores del Este, the spectrum of colors is as diverse as the Colombian rainforest. Varieties range from pristine whites and deep blues to verdant greens and captivating purples, each untouched by chemical dyes.

“The color in most demand is white “ shares Catalina Arango, commercial director of Flores del Este. Embracing a commitment to sustainability, the farm proudly boasts Rainforest Alliance and Florverde Sustainable Flowers certifications. Today, Flores del Este is a reference company in the export of Hydrangea, producing and shipping more than 5 million stems annually.

“We currently sell our cut Hydrangea to 22 countries around the world,” Arango elaborates. “The first destination was Miami, followed by New York, Texas, Illinois and California. Now, in addition to North America, we sell to countries in Europe, the Middle East and Asia, as well as through new channels like Amazon.”

All the expertise Flores del Este possesses in Hydrangea production has been acquired through hands-on experience and trial-and-error. “When we embarked on this journey 24 years ago, there was virtually no knowledge about growing Hydrangea in Colombia,” Arango says. “It was completely uncharted territory. My brother, Andres Arango, the general manager at Flores del Este, pioneered the development of a technological package and accumulated knowledge about Hydrangea production. Years ago, Hydrangea didn’t even have a specific classification number in the flower export tariffs; they were simply categorized as ‘other flowers.’ Today, these flowers have a classification number and rank as the fifth most important product in Colombian agriculture.”

With 23 hectares (57 acres) under cultivation, Flores del Este stands as a testament to the Arango family’s unwavering perseverance and commitment to quality and consistency. However, the path to their success has not been without its challenges. The tropical climate of Colombia poses its own set of hurdles, with pests and diseases threatening the delicate balance of nature.

“Hydrangea is grown outdoors in Colombia,” Arango explains, “and the plants and their blooms are susceptible to the country’s tropical climate. Cultivation can be a challenge because, in the summer months, there may be difficulties with pests, such as mites, and ‘burns,’ and during the winter months, there can be ‘attack’ diseases like Botrytis, a pathogenic necrotrophic fungus also known as gray mold. We also suffer hail storms throughout the year. Another challenge is the labor force, with workers becoming more and more difficult to obtain because young people do not want to work in the fields,” she concludes.

Hydrangea Problems and Solutions

Courtesy of FloraLife

floralife.com/article/hydrangea-troubleshooting

Problem: Ethylene sensitivity

Solution: There are no published reports that cut Hydrangea is sensitive to ethylene; however, there are reports of prolonged exposure to ethylene causing shattering in potted Hydrangea. Be sure your cut Hydrangea is shipped with EthylBloc^™ ethylene inhibitor, and maintain cold chain during shipping to minimize potential ethylene damage.

Problem: Botrytis

Solution: Temperature fluctuations during shipping can cause condensation on sleeves, which can promote pathogen growth. Make sure your cut Hydrangea is wrapped with Floralife^® Transport Paper during shipping.

Problem: Prone to physical damage

Solution: The peduncles (stalks supporting the bracts) can be broken easily, and physical damage to the white bracts is very evident as brown lines. Therefore, Hydrangea must be harvested before the bracts (petals) are fully expanded. Make sure your cut Hydrangea bunches are not too tightly packed inside the shipping boxes and that the bunches are securely strapped inside boxes so they don’t move during shipping.

Problem: Extremely thirsty

Solution: Hydrangea loses a lot of water via transpiration from the leaves, especially at room temperatures or warmer. Hydrangea responds very well to flower nutrient solutions. Place freshly cut stems immediately into a hydration solution specifically formulated for Hydrangea, such as FloraLife^® Hydrate Hydrangea. Use a holding solution, such as FloraLife^® Express 200, in containers when storing these flowers, and then use a consumer flower nutrient solution, like Express^® Universal 300, in containers when arranging these flowers. To keep Hydrangea hydrated, it is extremely important that the cold chain be maintained throughout the distribution channels, strict cleaning protocols be adhered to. Store Hydrangea in a floral cooler at 34 F to 38 F (1 C to 3 C).

Need to Know: Hydrangea Helpful Hints

Properly Mixed Flower Nutrient Solution

• Helps bracts to fully expand (grow and open)

• Helps Hydrangea stay hydrated and helps prevent wilting

• Increases vase life

• Intensifies color

Packed with Care

• Hydrangea blooms are prone to wilting. To prevent excessive dehydration during “dry” shipment, stems are usually individually sleeved and have water bags wrapped around the stem ends.

• Hydrangea stems are typically harvested when bracts are only partially expanded, to reduce shipping volume and physical damage.

• Stems are often strapped inside shipping boxes, to prevent shifting or movement that can cause physical damage during transport.

Performance

• Flower opening speed is slow, especially when Hydrangea is stored in a floral cooler. Furthermore, even at room temperatures in storage containers and vase arrangements, it may take several days for bracts that are harvested at the correct stage to fully open.

• With proper care throughout the entire supply chain, from the farms to the flower shops, Hydrangea can provide consumers with a vase life of seven to 10 days.

• Hydrangea can be mixed with other flowers in storage buckets and arrangements without harmful effects.

• Make sure that Hydrangea stems are well hydrated before using them in designs

• Hydrangea can be arranged in floral foam, but their performance is often not as good as in vase arrangements. In either case, check the nutrient solution level often because Hydrangea consumes lots of water/solution.

• Always use a finishing spray on Hydrangea in finished designs, such as FloraLife^® Clear Crowning Glory^®, for designs with no (or a limited) source of water (e.g., hand-tied bouquets, corsages, boutonnières, headpieces, etc.), and FloraLife^® Finishing Touch, for flowers in designs with water sources. This will provide an additional layer of protection against dehydration and wilting.

• Always employ the FIFO (First In, First Out) inventory rotation method.

• Hydrangea can be held for up to one week in dry storage if kept in a floral cooler at 34 F to 38 F and if the stem ends are in water bags.

• Hydrangea generally is not fragrant.

• Natural, stem dyed or “airbrushed,” Hydrangea will perform the same.

By Nita Robertson, AIFD

It all begins with the seed. Around the world, plant breeders are working in labs and greenhouses to develop better cut flowers for florists and their customers. I’m perpetually astounded by the array of novel varieties fashioned through the application of science and technology. Countless hours of research and meticulous development are poured into this captivating endeavor.

Cut flower breeders specialize in breeding and developing new varieties of flowers as well as improving existing varieties. Their work involves a combination of scientific knowledge, creativity and practical skills, and they play a crucial role in expanding the diversity and enhancing the beauty of cut flowers, contributing to both aesthetic enjoyment and environmental sustainability.

In the selection process, breeders meticulously choose parent plants that exhibit desirable attributes such as bloom color, fragrance, size and shape; disease resistance; and suitability to specific climates, for example, drawing from existing varieties and even wild species. Employing controlled pollination techniques, they orchestrate crossbreeding to introduce fresh genetic permutations. This meticulous process necessitates meticulous planning to ensure compatibility and mitigate genetic vulnerabilities.

Upon achieving successful crosses, breeders propagate the resulting seeds or cuttings, employing methods such as grafting, cloning or tissue culture to propagate plants bearing sought-after traits. Experimental cultivation in designated plots or field trials facilitates the evaluation of new varieties across diverse conditions, assessing factors including those mentioned above as well as flower quality and durability, including post-harvest vase life; growth dynamics, including bloom and stem production per plant per month; and pest tolerance and pesticide sensitivity—among other criteria.

Through meticulous observation and analysis, breeders discern plants exhibiting the most promising traits, selectively breeding those that meet predetermined criteria while discarding those failing to meet performance benchmarks. Multiple generations of testing are conducted to ascertain the stability and consistency of desirable traits, subjecting plants to varying environmental conditions to gauge long-term performance. Once a new variety attains stability and acclaim, breeders collaborate with growers, nurseries and/or seed companies to bring it to market. This process of creating a single new variety involves thousands of man-hours over a number of years.

It’s important to understand that the lengthy and complicated process of creating new flower varieties typically has a success rate of less than 1 percent! Many trials simply do not produce flowers that are marketable in the end, and those varieties are generally discarded. However, some genetic breeding misfires and perceived failures have resulted in unusual and unintended new varieties of flowers—both colors and bloom forms—that captured the fancy of enough florists who were lucky enough to see them before they were discarded, so much so that the breeders took a gamble and continued the journey of bringing them to market. Two such examples are ‘Ivanhoe’ garden roses, with their green grass-like centers, and the similar-looking ‘Romance Crown’ series of Ranunculus.

Brilliant Breeders

DANZIGER

Founded in 1953, Danziger is today one of the world’s most innovative floriculture companies, engaged in the breeding, propagation and production of unique cut flowers and annual and perennial plants. The company is headquartered in Israel and has facilities in Kenya, Colombia and Guatemala. Its ‘Million Stars^®’ variety of Gypsophila was introduced in the late 1990s and quickly earned global recognition and awards. Among the hundreds of Danziger’s imaginative cut flower introductions are the wildly popular ‘SCOOP^®’ series of Scabiosa; ‘Green Dragon^®’ Lepidium; ‘Pagoda^™’ Caryopteris; the ‘Queen^® Cutflowers^™’ series of cut Kalanchoe; ‘TRIGREEN XL™’ Dianthus, the unique green ‘Unicorn^™’ variety and the ‘Skyler^™ Splash’ series of spray Veronica; the unusual light-cream-colored ‘Moonlight Glory^™’ variety of Solidago; ‘Enchanté^™’ Limonium; the multicolored ‘Star^™’ series of Ornithogalum; the ‘Paintball^™’ series of Pycnosorus (previously known as Craspedia), which features round and oval flower heads; and the Xlence Collection^™ of Gypsophila.

BALL SB (BALL COLOMBIA)

Ball SB is well known for its innovation in developing new varieties and breeding programs. With a cutting-edge research center located in Sesquilé, Colombia, 35 miles northeast of Bogotá, equipped with a fully operational TC (tissue culture) lab, Ball SB conducts hundreds of trials annually. Its R&D team follows a rigorous and strict process of evaluation and selection to provide and introduce new varieties and genetics to bring more color and beauty to nature. Part of the Chicago, Ill.-based Ball Horticultural Company, Ball SB distributes seeds, plugs, cuttings and TC plants in Central and South America as well as Kenya and Ethiopia, offering their own genetics and representing third parties in the region. Furthermore, Ball SB provides comprehensive marketing programs to support the growth of their clients’ businesses in consumer markets, ensuring the success from propagation to market.

SUNTORY FLOWERS/FLORIGENE FLOWERS

Suntory Flowers, which is headquartered in Tokyo, Japan, and has an R&D Center and Innovation Field in Higashiomi City, revolutionized the floriculture industry in 1987 by introducing the ‘Surfinia^®’ series of Petunia, the first trailing/hanging Petunia brand on the market. In the world of cut flowers, Suntory is known for synthesizing delphinidin, the blue pigment in most blue flowers, thereby creating the unique blue-violet series of Florigene® Mooncarnations and the Suntory ‘Blue Rose Applause^®’. Most recently, in the fall of 2023, Suntory introduced BluOcean^® Chrysanthemum, a series of five unique purple/violet-blue decorative-flowered spray mums.

The development of BluOcean^® Chrysanthemum was a years-long collaboration between Suntory Flowers and the Japan-based National Agriculture and Food Research Organization (NARO). The two organizations started applying Suntory’s know-how of creating “blue” carnations and roses via genetic modification to Chrysanthemum flowers in 2016, but because it is a genetically modified crop, the process of obtaining permits and approvals, etc., took time—longer than expected—and it was not able to be introduced to the market until late last year.

PLANTEC (PLANTAS TÉCNICAS PLANTEC)

Based in Ecuador (Quito) for more than 33 years, Plantec was the first to introduce rose varieties in that region. Historically, growers would travel to countries such as Germany, Holland, France and Australia to see new rose varieties, order the plants, and then wait—sometimes up to a year for the plants to make their way to Ecuador. Many challenges arose from this old system, the biggest of which was that rose plants change dramatically—including color—when grown in different light and climate conditions.

“For example, I have seen a wonderful, brilliant productive yellow rose in Europe turn into what can only be described as ‘orange looking cacti’ when grown in Ecuador,” shares Aviram Krell, new product manager at Plantec. “This variability and inconsistency made planting new varieties incredibly risky for Latin American growers. Plantec changed this mindset and began growing the new varieties in its Plantec Showroom and Flores Verdes Showroom [in Cayambe, Ecuador], which are actually greenhouses dedicated to showcasing how upcoming commercial varieties grow in Ecuador.”

Plantec’s 2024 collection promises to be one of the most exciting yet, featuring innovative varieties such as ‘Shocking Blue®’, a deep lavender-blue rose, and ‘Silver Sand’, a fragrant fully blooming sand-colored rose ideal for weddings and other events.

Krell explains that Plantec’s testing program is a five-to-seven-year process and that any new hybrids that are not significantly better than current commercial varieties are discarded. “This is a heavy-handed process, but it’s a common and necessary practice,” he explains. “To give you an idea of the success rate we work with, more than 99.99 percent of all new varieties we review do not make the cut.”

Determining what growers want poses a significant challenge, particularly with rose varieties. “For some markets, roses with 50 to 60 cm [20 to 24 inches] stem lengths and average bud sizes excel while others demand stems of 80 cm [30 inches] with buds measuring 6.0 to 6.5 cm [approximately 2.5 inches],” Krell explains. “How do we accommodate these diverse needs? With each variety, we collect continual feedback from rose farms, flower buyers and floral designers who visit our facilities. This input enriches our selection process, enabling customization for different markets within the rose industry, which ensures a variety of options tailored to each segment.”

SELECTA ONE (SELECTA CUT FLOWERS)

Headquartered in Stuttgart, Germany, Selecta One is another leading breeding and propagation company. A major goal for Selecta is the creation of new colors, flower shapes and plant features. Although the focus differs slightly in all cut flower crops, flower quality is determined mainly by the lasting quality during storage, transport and trading, as well as by vase life at the consumer level. At Selecta’s new biotechnology lab and facilities for professional vase-life testing, the company conducts research aimed at developing molecular markers that are linked to flower longevity.

As you can see, cut flower breeding is a multifaceted endeavor that blends science, art and commerce. Through dedication, innovation and collaboration, breeders continue to push the boundaries of floral diversity, continually enriching our lives with an ever-expanding kaleidoscope of flower colors and forms.

By Jill Brooke

When thinking about bucket-list flower experiences, some obvious choices come to mind. However, there are others that are worth considering because the flowers are spectacular as are the settings.

Considering that the RHS Chelsea Flower Show (May 21-25, rhs.org.uk/shows-events) in London, England requires coveted tickets to attend—and gets sold out quickly—anyone could enjoy the tangential Chelsea in Bloom (chelseainbloom.co.uk) and Belgravia in Bloom (belgravialdn.com/belgravia-in-bloom). More than 80 stores, restaurants and hotels participate in creating London’s largest free flower festival right near the Chelsea Flower Show that includes Sloane Street, Pavilion Road, Duke of York Square and King’s Road.

Honestly, booking a trip to London in May and being immersed in such creativity is worth the trip. Whenever I am asked, this is the first go-to I share. Furthermore, each locale routinely hires the best florists in London including Ricky Paul, Larry Walshe, Phillip Corps, Rob Van Helden and Amanda Willgrave, among others. Installations surpass $25,000 in flowers each, and it really is a floral wonderland.

In the Netherlands, people pant over Keukenhof, (keukenhof.nl/en), the world’s largest flower garden, which has more than 7 million flowers covering 79 acres and attracts hundreds of thousands of visitors every year. The Keukenhof Tulip Gardens are open from March 21 through May 12, as part of the Tulip Festival Amsterdam (tulipfestivalamsterdam.com).

Also part of Tulip Festival Amsterdam is the Bloemencorso Bollenstreek (“bloemencorso,” meaning flower parade), which travels from Noordwijk to Haarlem (April 20, tulipfestivalamsterdam.com/flower-parade). This parade is also known as the Keukenhof Holland Flower Parade because many visitors watch it from a grandstand in front of the main entrance of Keukenhof.

However, maybe you want to also visit a flower festival that is not as commercial. There is a second flower season in the Netherlands, when the Holland Dahlia Event begins (mid-August through the end of September, hollanddahliaevent.com). This event began in the 1930s and began to draw crowds after World War II, when the country was recovering from the deprivations of the war and Nazi occupation. Throughout the six-week period, there are multiple flower parades, with the mega-parade in Zundert (Sept. 1-2, corsozundert.nl/en)—all through the long Dahlia flowering season. And the favorite son of Zundert is, of course, Vincent van Gogh.

Each year, 20 teams of volunteers from local municipalities in North Brabant, a province in the south of the Netherlands, spend months planning their floats and planting their Dahlia. The colors of the plants, obviously, have to be carefully allotted. It can take thousands of flowers to make just one float, and the flowers have to be freshly picked on the Thursday night before the parade, which takes place the first Sunday in September. A note about North Brabant. It is nowhere near Amsterdam, about 80 miles south. In fact, it’s closer to Antwerp, Belgium, only 28 miles. But the Zundert flower parade is indeed an experience off the beaten track. And definitely more exotic than the annual New Year’s Day Rose Bowl parade in California.

Dubai, U.A.E., has spent decades now trying to be a mecca for over-the-top extravaganzas. Like the Epcot International Flower & Garden Festival (disneyworld.disney.go.com/destinations/epcot), which starts Feb. 28, in Orlando, Fla., and features astounding floral and horticultural installations and topiaries of popular Disney characters, the Dubai Miracle Garden (dubaimiraclegarden.com) has similar eye-popping installations. It is also equally family friendly.

From October through April, the Dubai Miracle Garden showcases more than 150 million natural flowers and plants from more than 120 flower types, some of which are rare and not cultivated anywhere else but in the Persian Gulf region. It’s a fantasy flower festival that is worthy of a bucket-list visit, if this is a region you want to visit. When you have 72,000 square meters (775,000 square feet) to play with, installations are sometimes a “Smurfs Village,” featuring a forest of life-size mushroom houses, all inspired by acclaimed animated film and television franchise.

Considering that tulips originated in Turkey as early as AD 1000, it’s not surprising that there is a major tulip festival here. The Istanbul Lale Festivali (Istanbul Tulip Festival) opens in April and continues into May, to rapturous local fanfare. The whole city becomes a botanical garden of millions of tulips wherever this is open space. But for a real tulip treat, it is imperative to head to Emirgan Park, which is one of the largest public parks in Istanbul and has several tulip gardens. The köşk mansions within the park host traditional craft demonstrations such as paper marbling, calligraphy, glass blowing and painting. Musical performances are dotted around outside, on pop-up stages.

Sultanahmet Square, alongside the Blue Mosque, is also popular. In previous years, it’s been planted in a huge carpet design and has been the world-record-breaking largest-ever “tulip carpet,” proving extremely popular. There’s also Çamlıca Hill, on the Asian (Anatolian) Side of Istanbul. It’s described as “… a bit off the beaten track and rarely touristy … [and] has views from the Asian Side across to the Old City. If you don’t mind a bit of a climb, the thousands of tulips on the way up and the view from the top make it an enjoyable adventure.”

Speaking of tulips, there are also a few festivals in North America worth exploring. Tulip Time (May 4-12, tuliptime.com) in Holland, Mich., is the largest tulip festival in the United States. There are three major attractions to discover: Windmill Island Gardens, Nelis’ Dutch Village and Veldheer Tulip Gardens. Nearly 6 million tulips are planted in city parks, at public attractions and along the streets.

There are three parades during the festival: Volksparade (People’s Parade), Kinderparade (Children’s Parade) and Muziekparade (Music Parade). As travel writer Clive Branson explains, Tulip Time “has been going strong for 92 years, with a rich Dutch history dating back to its settlement in 1847 by Dutch Calvinist separatists escaping the dire conditions in the Netherlands. In 1950, Vern Veldheer started a hobby farm with a meager 100 red tulips and 300 white tulips. Today, Veldheers plants more than 4 million tulips.”

More than 1 million visitors mark their calendars for this event, to be enthralled and mesmerized by the profusion of tulips, activities and natural wonders. There’s also a replica of an 1800s Dutch village and living museum with a 250-year-old working windmill. It’s as though you are in the Netherlands without leaving the U.S.

Also not to be missed is the famous Skagit Valley Tulip Festival (April 1-30, tulipfestival.org) in Mount Vernon, Wash. More tulip and daffodil bulbs are produced in the Skagit Valley than in any other county in the U.S. Three distinct tulip gardens are RoozenGaarde, Tulip Town and Garden Rosalyn. Other local farmers also have events to keep people busy and awestruck by the ribbons of flowers that dot the landscape as far as the eyes can see, so this event isn’t as centralized as some and requires some navigation to see all the farms. Booking places to stay is also a bit of a challenge and must be done early. However, against the backdrop of mountains, it is a beautiful site to enjoy.

Among the many events at the Canadian Tulip Festival (May 10-20, tulipfestival.ca), held in Ottawa’s Commissioners Park, are walking tours, Tulip Festival markets and “Tulips at Night,” a multisensory series of nighttime events. This event was established in 1953 to celebrate the gift of tulips from the Dutch to Canadians following World War II as a symbol of international friendship and honoring the role of Canadian troops in the liberation of the Netherlands and Europe. It also commemorates the birth of Dutch Princess Margriet in Ottawa in 1943—the only royal personage ever born in Canada.

Maybe you want to visit South America, which is one of the largest producers of the most gorgeous flowers in the world. Feria de las Flores (Flowers Festival) is held in Medellín, Colombia in late July or early August every year (colombia.travel/en/medellin). The highlight of the festival is the traditional Silleteros Parade, where men carry heavy wood “saddles” on their backs that are decorated with hundreds of colorful flowers. The parade marks the period of slavery in Colombia when peasants were required to carry nobles on carriers on their backs up and down the steep paths in the surrounding hills. Forget Rio. This parade is a spectacle with food, drinks and floral creativity that dazzles. Furthermore, any visitor will be immersed in the beauty of Colombian heritage and folklore. The festival also offers more than 150 various events including flower exhibitions and competitions, folklore shows, live concerts and more.

Want to go down under, to Australia? Floriade (Sept. 14-Oct. 13, floriadeaustralia.com) is a spring flower festival featuring extensive displays of more than 1 million flowering bulbs along with integrated sculptures and other artistic features. This event is held in Canberra’s Commonwealth Park, on the shores of Lake Burley Griffin.

Vietnam also has a special festival which runs biennially. The Da Lat Flower Festival takes place this November and December. The city of Da Lat is full of parades and profusions of flowers, and the festival reaches to other localities in the Lam Dong province. The main stage is on the water in Xuan Huong Lake and Lam Vien Square.

As far as France, home to lavender fields that inspired Impressionist artists, the Festival of Flowers is one of the most-loved events in the Nice Carnival calendar (Feb. 17-March 3, nicecarnaval.com/en). In 1923, Henri Matisse even painted the event. One main event, the Flower Parade, around the Jardin Albert 1er park, features floats decorated with fresh flowers, surrounded and preceded by street performers. On the floats, costumed actresses shower the public with nearly 100,000 stems of flowers, and the “flower battle” to catch the flowers ensues. Eighty percent of the flowers used are produced locally since flowers are revered in this region.

Last but not least, a bucket list can’t be complete without mentioning Japan. It is a country that has deep roots in flower arranging, cultivation and philosophy. There’s even a word to describe the experience. Hanami is the tradition of focused flower viewing, and it commonly refers to custom of viewing cherry blossoms when they are in full bloom. It’s a centuries-old practice that as someone described it is less about the act of seeing and more about reflection and the celebration of life’s fleeting nature. After all, this is the country that embraces ikebana. To Japanese people, flower arranging is spiritual and represents the cycles of life, death and rebirth.

Yes, there are wonderful cherry blossom festivals—especially since the country gave the U.S. it’s cherry trees. The Kawazu Cherry Blossom Festival, which is spread over the towns of Kawazu to Mine Onsen, with the focus being the banks of the Kawazu River, typically runs from February through early March (Kawazu cherry trees bloom a month earlier than most others).

You can view the full splendor of the more than 3,000 cherry trees, of 12 varieties, that the People of Japan gifted in friendship to the People of the United States in 1912 at Washington, D.C.’s annual National Cherry Blossom Festival (March 20-April 14 this year, nationalcherryblossomfestival.org). One highlights of the festival is the National Cherry Blossom Festival Parade, on Constitution Avenue NW, between 7th and 17th Streets, on April 13.

For more cherry blossom action, there’s Macon, Georgia’s International Cherry Blossom Festival (March 15-24, cherryblossom.com), which features more than 350,000 ‘Yoshino’ cherry trees blooming in all their glory, as well as a dozen or so events, including the Cherry Blossom Festival Parade, comprising floats, marching bands and more on March 17.

We cannot slight apple trees, for there are at least two visit-worthy celebrations of their blooms. First, in the Pacific Northwest, there is the Washington State Apple Blossom Festival (April 25-May 5, appleblossom.org) in Wenatchee, Wash. The 105th Stemilt Grand Parade, on May 4, with colorful floats, is an event to not miss, as well as are the carnival, food fair, beer garden, medieval fair, multiple markets and a stage musical.

Across the country is the Shenandoah Apple Blossom Festival, in Winchester, Va. (April 26-May 5; thebloom.com), which offers more than 40 events over the 10-day fest.

But other flowers are worth mentioning for their festivals. In Yamanashi, Japan, there is the Akeno Sunflower Festival, this year from Aug. 24 to Sept. 1. Visitors can experience not only 1.5 million sunflowers but also an on-site maze, which delights the little ones. The site is both picturesque and memorable.

In the U.S., there are myriad celebrations of other flowers—the granddaddy of all probably being Oregon’s Portland Rose Festival (May 24-June 9, rosefestival.org). The 17-day celebration offers many events and programs, including charity benefits and three parades, the most epic of which is Grand Floral Parade on June 8.

Other flower celebrations in the U.S. that are worthy of your consideration include the following:

So, fellow flower lovers, start dreaming about these flower trips. They will be on your life’s highlight reel and worth both the expense and the experience.

EVEN MORE BUCKET-LIST FLOWER & GARDEN SHOWS, EXHIBITIONS, FESTIVALS AND TOURS

(in order by date)