Floral design and text by Kat Castagnoli, AIFD 
Photos by Max Castagnoli 

Cupid called. He’s upgrading his arrows for wire! This fun and imaginative Valentine’s Day design takes wirework to heart—literally. With just a few simple materials and a splash of blush color, florist wire is transformed into a sculptural design that radiates modern romance. Whether creating for a client, a display or a class demo, this design is equal parts whimsy and sophistication—proving that all you need to spark a little romance is wire, flowers and imagination. 

Step 1 

Gather two bunches of florist wire, 10 wires each. Bind each bunch with stem wrap and then combine the two bunches into a single long piece. 

Step 2 

Form the single long piece into the shape of a heart. Secure the loose ends with stem wrap. 

Step 3 

Cut the remaining 20 pieces of florist wire in half. Beginning at the middle section, wrap a short wire around the heart four times, leaving both ends of the wire sticking out. Repeat this step at intervals around the structure.  

Step 4 

With wire cutters, trim every other wire shorter, following this pattern: one short, one long, one short, one long—all the way around the heart. 

Step 5 

Cut your single Torka stick in half. Add an adhesive dash near the end of each stick; position one on each side of the heart directly across from each other. Firmly secure both sticks to the heart with bind wire. Next, coat the entire structure with Colortool Spray—front and back—including all the wires. Allow it to dry completely before proceeding to the next step. 

Step 6 

Add a few layers of chicken wire into your ceramic container. Add an adhesive dash just inside the lip on each side of the container. Insert the sticks of your heart structure firmly into the chicken wire, affixing them to the adhesive dashes for added stability. 

Step 7 

Remove all leaves from six stems of Hypericum and cut off the berries individually. Thread the berries onto the wires around the heart, alternating placement. Push every other one all the way down to the base of the wire. Continue until each wire has a berry at either the top or bottom. 

Step 8 

Fill your container with properly proportioned flower nutrient solution. Next, place your blooms. I designed my arrangement with seeded Eucalyptus (five stems), roses (10 stems), Alstroemeria (10 stems), Veronica (five stems), peonies (five stems) and carnations (10 stems)—taking care not to obscure the wire heart. 

MATERIALS:

BOTANICALS 

Hypericum androsaemum (tutsan, St. John’s wort), creamy pale pink 

Eucalyptus gunnii, seeded (seeded cider gum, seeded eucalypt) 

Rosa spp. ‘Mondial’ (garden rose) 

Alstroemeria aurea/A. aurantiaca (Peruvian lily, lily-of-the-Incas) 

Veronica longifolia ‘Skyler^™ Pink’ (long-leaf speedwell, garden speedwell) 

Paeonia hybrid (peony, garden peony), fuchsia 

Dianthus caryophyllus ‘Merletto Crimson’ (carnation) 

HARD GOODS 

Florist wire (20 gauge), 40 pieces 

Floratape^® Stem Wrap (Green) 

Torka stick, halved 

OASIS^® UGLU^™ Adhesive Dashes 

OASIS^™ Bind Wire  

Design Master Colortool Spray, blush 

Chicken wire 

Ceramic pot (6 inch), pale pink 

In celebration of CalFlowers’ 85th anniversary, the event will feature the theme “A Legacy in Bloom – 85 Years of Floral Excellence,” highlighting the history, creativity, and future of the floral industry.

In a continued effort to support accessibility and connection across the floral supply chain, CalFlowers also confirmed that registration and exhibit pricing will remain unchanged from 2024, allowing members and industry partners to incorporate costs into their 2026 budgets with confidence.

“Holding pricing steady for 2026 reflects our commitment to making Fun ’N Sun welcoming and accessible to everyone in the floral community,” said Lane DeVries. “As we celebrate 85 years as an association, we want growers, wholesalers, retailers, designers, educators, and partners to come together and experience this milestone event without the barrier of rising costs.”

Fun ’N Sun 2026 will offer a dynamic lineup of programming, including:

Exclusive Industry Tours

• Guided tours of The Original Los Angeles Flower Market and The Southern California Flower Market, offering a rare behind-the-scenes look at daily operations, product diversity, and the rich history of the floral district.
• An exclusive tour of Fiesta Productions, Inc., where attendees will see firsthand the creativity, engineering, and floral artistry behind Pasadena’s world-famous Rose Parade floats.

Educational Opportunities

Fun ’N Sun 2026 will feature refreshed and expanded educational programs designed to inspire, inform, and support professionals across all segments of the floral industry. Attendees can expect a mix of expert-led presentations, engaging discussions, and interactive learning experiences tailored to current and emerging needs within the floral community. Specific sessions and speakers will be announced as they are confirmed.

Registration Pricing (Unchanged From 2024)

• Early Bird: $795
• Regular: $895
• On-Site: $995
  Registration will open Mid-April 2026

Exhibitor Pricing (Also Unchanged From 2024)

• Single Booth: $1,750
• Double Booth: $2,600
• Tabletop: $975
  Booth registration opens January 21, 2026

Hotel Room Block

• $299 plus tax, resort fee and parking
  Room block will open Mid-April 2026

AIFD Design Team Returns

CalFlowers is thrilled to welcome back the 2024 AIFD design team, led by Susan Ayala, whose artistry will shape the look and feel of this landmark celebration.

“The 85th anniversary is an extraordinary moment for our association,” said Robin van der Schaaf, CalFlowers Vice Chair. “Fun ’N Sun 2026 will honor our past, elevate the present, and inspire the future of floral artistry and collaboration.”

About CalFlowers

CalFlowers is one of the leading floral trade associations in the United States, dedicated to strengthening the floral industry through advocacy, education, transportation solutions, and community building. With members across the country, CalFlowers continues to champion its mission: More Americans Enjoying More Flowers More Often.

Mickey brings decades of leadership experience in branded products, operations, and strategic growth. He joins Smithers-Oasis from Schumacher Electric in Dallas, Texas, where he served as Chief Executive Officer for the past four and a half years. Before that, Mickey spent 18 years with MTD Products in Cleveland, Ohio, holding key leadership roles including Vice President of the Aftermarket and eCommerce Division and President of the Handheld Products Division.

With a strong background in designing, manufacturing, marketing, and selling branded products through diverse channels, Mickey is well-positioned to lead Smithers-Oasis in its mission to serve the floral industry. His experience in driving operational efficiencies and implementing change for rapid, sustainable growth aligns perfectly with the company’s vision to empower floral professionals and serve our customers.

“It’s a privilege to be joining such a special industry, and I’m honored to become part of the Smithers-Oasis team,” said Mickey Leech. “The company’s commitment to innovation and supporting floral professionals inspires me, and I look forward to helping our customers create solutions to help celebrate life’s most meaningful moments.”

Robin Kilbride, President and CEO of Smithers-Oasis, added: “We are thrilled to welcome Mickey to Smithers-Oasis. His proven leadership and expertise in building strong brands and driving growth will be instrumental as we continue to innovate and strengthen the floral industry. Mickey shares our commitment to supporting floral professionals and delivering products that make a difference.” 

Mickey earned a Bachelor of Science in Accounting from John Carroll University and a Master of Business Administration from Case Western Reserve University. Originally from Northeast Ohio, he is eager to return to the region and contribute to the growth of Smithers-Oasis and the floral industry at large.

Mickey succeeds Anne M. Stewart, who will retire at the end of January after 11 years of dedicated service to Smithers-Oasis. 

Compiled by Molly Lucille 

As 2025 ends, we reflect on the remarkable year we’ve shared in our industry. It’s been defined by immense creativity, inspiration and dedication. To honor our shining stars, we asked YOU, our beloved readers, to identify them for the following categories: 

• Favorite Installation Designer 

• Favorite Floral Instagram 

• Favorite New Flower Variety 

• Favorite Floral Couture Designer 

• Favorite New Floral Book 

• Favorite Florists’ Review Cover 

• Favorite Florists’ Review Tutorial 

Your enthusiastic response to our annual call for Readers’ Choice Award nominations truly wowed us. At Florists’ Review, we are immensely proud of this supportive community—one that continually uplifts one another and celebrates shared triumphs and successes. As we look ahead to 2026, let’s carry this spirit forward, nurturing an industry that remains a joyful celebration of creativity and collaboration. Congratulations to all our deserving winners—let’s meet them! 

Favorite Installation Designer

1st Place: Frida Kim, Frida Kim Flowers, London, @Fridakim_london 

Shaped by her early years in the beautiful Korean countryside, London-based Frida Kim expertly blends Eastern and Western perspectives to craft sustainably focused, authentic and elegant floral installations. She expertly crafts sculptural and playful designs, with the ikebana principles of balance, harmony and the beauty of imperfection at the center of her work. In addition to designing lush installations, Kim also teaches workshops around the world, sharing her passion for finding your creative voice and the rich storytelling power of flowers. 

2nd Place: LOAM Studio, Austin, Texas, @weareloam 

3rd Place: Renko Floral, Los Angeles, @renkofloral

Favorite Floral Instagram

1st: The Flowerslinger, Fayetteville, Ark., @theflowerslinger 

The Flowerslinger is an Arkansas-based award-winning floral design studio led by husband-and-wife team Brittany and Doug Murray. Their distinctive style blurs the line between floristry, fine art and storytelling, reflecting their background in the New York City art scene. The fast-paced world of high fashion, art direction, advertising and branding help form their craft—leading them to their award winning, sculptural designs and fan-favorite status across the industry. 

2nd: Fleuropean, Dalhem, Belgium, @fleuropean 

3rd: Glenn.arvor, Hanoi, Vietnam, @glenn.arvor

Favorite New Flower Variety

1st: ‘Levante Blu’ Anemone 

Floraprima 

Cayambe, Ecuador 

The new ‘Levante’ strain from Floraprima is a striking variety of Anemone coronaria. With its soft, multilayered petals in a distinctive purple hue, ‘Levante Blu’ brings elegance and charm to any arrangement—quickly becoming a favorite among our readers, as well as floral designers worldwide. 

2nd: ‘Garden Romance’ Garden Rose 

Alexandra Farms 

Bogota, Colombia 

3rd: ‘Baltazar Candle’ Chrysanthemum 

Flores El Capiro 

Medellin, Colombia 

Favorite Floral Couture Designer

1st: Sue McLeary, Passionflower Sue, Ann Arbor, Mich., @passionflowersue 

Sue McLeary is not only a renowned educator but also an award-winning floral designer and author, known for her unique, boundary-pushing floral art. She is the founder and creative director of the widely acclaimed Passionflower Sue, through which she offers online and in-person instruction for beginning and professional floral designers, as well as destination workshops around the world. Her floral couture creations are truly trendsetting, and her mechanical creations have inspired a new wave of floral couture design.  

2nd: Julia Rose, Flowers by Julia Rose, Gold Coast, Queensland, Australia, @flowersbyjuliarose 

3rd: Brenda G. Wallace, Floral Atelier, Barcelona, Spain, @floralatelier.es 

Favorite New Floral Book

1st: The Flower Farmers: Inspiration & Advice from Expert Growers, by Debra Prinzing and Robin Avni 

Twenty–nine of today’s most inspiring flower farmers share stories, how-to-cultivate expertise and favorite new varieties in a gorgeously photographed guide. The Flower Farmers presents a curated group of favorite growers, from industry leaders to pioneering newcomers, sharing their specialty knowledge to help foster floral enthusiasts’ flower farming dreams. 

2nd: Sweet Pea School: Growing & Arranging the Garden’s Most Romantic Blooms, by Marryn Mathis 

3rd: Wild Weave, by Alice Fox 

Favorite Florists’ Review Cover

1st: Our April Issue 

Floral design by Brenda G. Wallace of Floral Atelier, Barcelona, Spain 

2nd: Our June Issue 

Floral design by Joey-Lynn Curry of Remington’s Flowers & Co., East Troy, Wis. 

3rd: Our October Issue 

Floral design by Gabor Nagy of Gabor Nagy Floral Design, Budapest, Hungary 

Favorite Florists’ Review Tutorial

1st: “Spectacular Spring Picnic,” presented by Rosaprima 

FR April 2025 

Ana Isabel Vivas of Aniska Creations, Miami 

In a vibrant and joyful floral design inspired by the essence of spring, this color blocked arrangement features stunning Rosaprima roses, Ranunculus and Anemone. Founded by Venezuelan mother/daughter duo Ana Isabel and Anais Vivas, Aniska Creations is a Miami based floral design project, bringing their creativity, skill and heart to weddings, events and floral workshops. Over the years, they have trained more than 500 florists worldwide, inspiring a new generation with their artistry and experience. 

2nd: “Romantic Wedding Centerpiece,” presented by Alexandra Farms 

FR September 2025 

Paulina Nieliwocki of Blue Jasmine Floral, Berkeley Heights, N.J. 

3rd: “Deconstructed Floral Tattoo” 

FR July 2025 

Bethany “Bee” Steinhauser of Bees Hause, Las Vegas 

This unforgettable experience showcases the lush beauty and cultural depth of the islands, offering an evocative journey through tropical blooms, iconic lei-inspired compositions, and floral designs infused with the textures, colors, and rhythms of island life.

Why IPM ESSEN 2026 Is the Perfect Stage

IPM ESSEN is the central meeting point for the entire “green” sector. In 2026, the fair is expected to showcase approximately 1,400 exhibitors from over 45 countries, representing the full horticultural value chain. An expected 40,000 attendees will experience international plant diversity, new cultivars, trend-setting floral design showcases, live demonstrations, competitions, and forward-looking forums.

As a stage where creativity, commerce, and culture intersect, IPM ESSEN 2026 provides the perfect backdrop for The Spirit of Aloha — a celebration of Hawaiian floral excellence presented to a worldwide audience.

An Artistic Tribute: Hawai‘i Meets Global Floriculture

Björn Kroner, acclaimed TV personality and floral expert, serves as our local German host & warmly welcomes Hawaiian designer Sue Tabbal-Yamaguchi & Canadian tropical flower ambassador, Brenna Quan, to the renowned IPM revolving stage, providing a platform to showcase the beauty and culture of the Hawaiian Islands. The Spirit of Aloha blends cultural storytelling, performance, and high-level floral artistry. The presentation highlights:

• Floral compositions inspired by Hawaiian lei
• Designs capturing the colors and rhythms of island life with unique styling
• A narrative journey tracing some of Hawai‘i’s floral history
• Expressions of heritage, innovation, and aloha spirit!

The Spirit of Aloha is more than a performance — it is a celebration of creativity, culture, and connection. Presented at one of the world’s most influential horticultural events, this showcase honors Hawai‘i’s floral legacy and invites global audiences to experience its beauty on an unforgettable stage.

A Family Legacy With Modern Leadership

Haveman shared the history of Kennedy’s Flowers & Gifts, a shop established in the 1940s. After her mother spent decades running the business, Haveman and her brother stepped into leadership roles. She noted that their Marketer of the Year honor did not happen overnight; the team submitted the campaign four or five times before winning. Their persistence reflects a key lesson for floral professionals: strong marketing grows through iteration, dedication and belief in the work.

A Refillable Vase Program That Stood Out

“Our campaign that we won Marketer of the Year for was our refillable vase program,” Haveman said. Customers purchase a petite vase and can bring it in weekly for free flowers. The program is built around intentional design choices — small vessels, narrow necks and controlled stem counts. What began as a one-off idea inspired by her mother’s birthday tradition evolved into a complete system featuring programs such as Magic Vase, Tidbit, Gift of the Seasons, Queen of Hearts, Magic Mama and Scatter Joy. The model is sustainable, loyalty-driven and adaptable for flower shops of all sizes.

Free Flowers, Smart Tracking and Real ROI

Though rooted in generosity, the program is supported by strong operational discipline. Staff log each refill through the point-of-sale system using phone numbers and refill codes, allowing the shop to track visits, measure conversions and see which refills lead to purchases. When the team added meaningful coupons — especially those tied to popular gift shop items — conversion rates increased significantly. Haveman’s approach shows that “free” can still be profitable when paired with smart backend tracking.

Growth Through Listening and Adjustment

The refillable program began modestly. For Lori’s birthday, customers who shopped that day received a small vase as a gift. “We continue to just listen and go off feedback and make life easier for ourselves,” Haveman said. Customer insights drove strategic changes, such as extending programs into January, creating seasonal versions for snowbirds and refining vase designs for ease of production. The evolution underscores how customer-led adjustments can shape sustainable, high-impact marketing ideas.

Loyalty, Emotion and Community

Some of the most meaningful stories came from customers who incorporated their refillable vases into personal moments. Haveman recalled families bringing in their mother’s Magic Vase to use in funeral flowers because of its significance. “It’s definitely built loyalty and community,” she said. Beyond sales, the program has become woven into customers’ lives. Haveman believes the future of floral marketing lies in systems that honor emotion — such as subscriptions, standing orders and the thoughtful use of new visual technologies like AI.

Closing Thoughts

Sahid closed the conversation by recognizing Kennedy’s Flowers & Gifts for its creativity, discipline and dedication to community connection. The SAF Marketer of the Year Award reflects a team effort built on consistency, clear systems and heartfelt service. For floral professionals, the shop’s success is a reminder that when creativity aligns with process, it can produce marketing that lasts.

Upcoming Shows

Dec. 18, 2025, 1 p.m. EST
The Penny and Ace Show Holiday Special: Deck the Blooms – Holiday Design Trends That Spark Joy

Dec. 19, 2025, 1 p.m. EST
The Bloom Show Correspondent: Tim Huckabee | Episode 4 – Customer Service Moves That Boost Sales

A Message to the Community

At New Bloom Media, the mission is to share knowledge, uplift one another and celebrate the creativity that drives the floral industry forward. Kennedy’s Flowers & Gifts’ Marketer of the Year achievement reflects that spirit — a testament to teamwork, consistency and the power of serving customers with sincerity and structure.

Whether you grow, design, distribute, retail or educate, you play a vital role in the floral ecosystem. Each idea, initiative and act of generosity strengthens the industry. New Bloom Media encourages the community to keep exploring new systems, listening to customers and building marketing that connects people to flowers in deeper, more joyful ways.

By Molly Lucille 

In the marketing world, everyone knows faces and voices help sell. Human connection reminds customers that there’s a real person on the other side of a business transaction. In today’s oversaturated digital landscape, putting a face to your brand is more important than ever.  

Customers are inundated with options, and the resulting paralysis of choice plagues every part of our industry. Looking for a wedding florist? Pinterest and Instagram overflow with countless recommendations. Curious about new flower farms or wholesalers? A google search provides dozens of hits. Looking to send a bouquet to a friend in another city? Far too many suggestions become an absolute blur. In the midst of this internet chaos and a market where consumers are increasingly selective with their spending, people are looking for brands they can trust. Buying flowers is an emotional decision—you’re there for the most meaningful moments in their lives. Customers want to know who they’re buying from and to feel that their florist genuinely cares. 

Incorporating your face and personality into your online marketing strategy can be a true game changer. It helps your audience get to know you and your team, building familiarity and trust. If you’re feeling a bit of panic reading that, this article is for you! Putting yourself out there can feel a lot like stage fright—especially if you’re camera-shy or not particularly tech-savvy. But this strategy is far too valuable to let fear hold you back from connecting with your audience. Here are some simple, practical tips to help you overcome those nerves and start standing out amid the online noise. 

Your Presence Is Power 

If showing your face or recording your voice is entirely too intimidating, that’s OK! An easy baby step is to just introduce your presence in your social media marketing. For example, film your hands designing an arrangement, or even a timelapse of you and your team completing an install. We often forget that our clients know very little about “how the sauce is made” and that they’re fascinated by our processes. Showing them your team hard at work can convey your passion and shop personality—in turn, building trust. 

Consistency Is Key 

In the digital world, consistency equals authenticity. While showing your face in your online marketing is a valuable addition to your scheduled content, not every single post needs to include it. Depending on your strategy and schedule, consider adding a weekly “chat,” where you dedicate a single day to filming yourself speaking to your customers. Quick check-ins and reminders of your existence can be so helpful in making customers feel like they know you. Maybe a Monday post celebrating a team member or explaining why you appreciate a certain flower—anything that can help introduce people to your story and your vibe. 

Humanize Your Business With Stories 

As AI proliferates online, customers crave real interactions. What does this mean for your business? A focus on the rawer side of running a flower business, for starters. Previously, a more polished, idealized form of reality was the go-to strategy. But the strategy has shifted—and is predicted to continue to shift. The more “lived in” and “real” your content can feel the better. No more makeup-perfect filters, no more spotlessly clean spaces. What’s hot now is to just be yourself and allow your space to appear the same. You want your clients to feel like they know you, so show them the real you, flaws and all. It can be scary to be that vulnerable, but it’s worth it. Stories are the perfect place to really show this “behind the scenes” magic. Quick, authentic clips on your Instagram story can help you build confidence (since they aren’t part of your permanent feed) and allow you to show real glimpses of yourself without disrupting your feed. Besides, stories have shown for the past few years to be one of the most engaged with platforms on social media, so don’t forget this helpful use of social media! 

From small studio florists to flower farms, wholesalers and retailers, these simple adjustments can elevate your social media marketing strategy—especially in today’s rapidly evolving digital landscape. It’s easy to forget that buying a bouquet isn’t an everyday occurrence. Many customers purchase flowers only a few times a year, if that, making each interaction deeply emotional and special. Building trust and meaningful relationships with your clients takes time, effort and confidence, but it’s essential as you grow your online presence and dive deeper into social media marketing. So, take a deep breath, stay confident and let your face and personality shine! 

Easy Content to Boost Your Confidence 

Follow this checklist—one step at a time—to get comfortable incorporating your voice and face in your social media posts. 

1. Simply record your hands completing a simple task, such as crafting an arrangement or processing flowers. Or post as a reel with your favorite work song and explain what you like to listen to when you design. 

2. Record a timelapse of you completing a more extensive project, such as a large arrangement, an installation or even pulling a large floral order. Post with a caption describing your thought process while tackling a big project. 

3. Try a voice over! Instagram has an easy voiceover option in the reel, just record a quick video of your favorite flower, or your team’s favorites and add a voiceover explaining why! 

4. Show your face! Record yourself—or you and your team—having fun in your workspace. Don’t be afraid to show your personality, and the synergy of your space and team. Try posting it as a story to help build confidence and then work your way up to a reel. 

5. Begin to schedule regular “check ins” showing your face, and see the conversation unfold. Remember, consistency is key. You’ve got this! 

For Ashkhen Minasyan, what she fancied as a passion transformed into a profession when she founded AY Flowers. That was seven years ago. Now she’s an acclaimed floral artist known for exquisite designs that elevate any occasion. AY Flowers specializes in event and wedding flowers as well as custom arrangements. While Minasyan’s Southern California-based business is thriving, she has remained committed to keeping it small enough to continue working directly with every client. 

“I’m endlessly grateful to the people who believe in my work and allow me to express emotion through flowers,” she says. “Every day I’m reminded how lucky I am to do what I love.” 

Here, the proud winner of the recent Florists’ Review “Best in Blooms” 2025 Design Contest shares her story, including her inspirations and aspirations. 

Tell us about your journey into the world of floral design. What inspired you to become a designer? 

My story with flowers started very naturally. I’ve always loved art, colors and creating things with my hands. When I was younger, I never imagined it could become a career—it was simply something that made me feel calm and inspired. Later, when I worked for one of the top flower studios in Yerevan, [Armenia], I realized how powerful flowers can be. They can change a mood, tell a story, even heal emotions.  

When I moved to California, I wanted to bring that same feeling here. What began as a small personal dream slowly grew into AY Flowers. I didn’t plan for it to become a business—it happened because people started asking me to design for them. Every arrangement still feels personal to me; it’s my favorite way to express emotion and beauty without words. 

What type of flower business is AY Flowers? 

AY Flowers is a full-service studio based in Glendale, Calif. We specialize in event florals, weddings and custom arrangements for special occasions, but we also love creating everyday designs for people who simply want something beautiful in their home. I try to keep the business small enough to stay personal. Every client still works directly with me. What makes AY Flowers different is that every piece is made with emotion. I don’t just arrange flowers; I design with feeling and story. Some days it’s romantic, some days modern or playful, but it always has a soul. 

From where do you draw inspiration when creating your arrangements? 

I find inspiration everywhere: in colors, emotions and even small everyday moments. Sometimes it’s the light coming through a window, sometimes a memory, a place I’ve been or a song I love. Nature always guides me too. I pay attention to how things grow, the way branches move or how petals open. But more than anything, my inspiration comes from people. Every client, every story gives me a feeling, and I translate that feeling into flowers. I think that’s why every arrangement turns out a little different—it carries the emotion of that moment. 

How do you stay updated on the latest trends and techniques in floral design? 

Learning never really stops in this field. I follow international floral designers and studios whose styles inspire me, and I love seeing how design evolves in different parts of the world. I also pay attention to what my clients are drawn to; sometimes their ideas naturally reflect new trends before they even become popular. 

I often experiment on my own too. When I have a free moment, I’ll create something just for myself—no rules, no pressure—and that’s when I usually discover new shapes, textures or techniques that later become part of my work. 

What current trends or styles are you most excited about? 

I love that floral design is becoming more natural and expressive again. People want arrangements that feel alive—not too perfect, not too controlled. There’s a beauty in movement, in a little wildness. I think that’s where real emotion lives. 

Sometimes, when I watch the sun set, I’m amazed by the way colors blend in the sky—shades you could never describe, softly melting into one another. Those moments always inspire me. Nature already creates the most incredible color palettes, and I try to bring that same harmony and softness into my work. 

I’m also inspired by the shift toward sustainability and intention: using seasonal flowers, repurposing materials, and designing in a way that feels both beautiful and mindful. It’s a reminder that true style never needs to shout; it just needs to feel honest and alive. 

What do you find most rewarding about being a floral designer? 

The most rewarding part for me is seeing how flowers can touch people. It doesn’t matter if it’s a big event or a small bouquet—when I see someone’s eyes light up, or when they just stop for a second to take it in, that moment means everything to me. 

I also love the quiet side of it. Being alone with the flowers early in the morning, creating something from nothing. It’s peaceful. Sometimes it feels like the flowers themselves tell me what they want to become. 

And maybe the most special part is knowing that my designs become part of people’s memories—birthdays, weddings, celebrations even goodbyes. That connection stays in their hearts, and in mine too. 

How do you balance artistic expression with meeting your clients’ preferences and needs? 

I always try to listen first. Every client has their own story and emotion they want to express through flowers. I take that as my starting point and then build the design around it. I don’t try to change their vision. I just try to make it more beautiful, more alive. 

I believe that trust is everything. When clients feel that I understand them, they give me the freedom to add my own touch—that’s where the magic happens. I bring my style, they bring their emotion, and together it becomes something unique. 

Share with our readers a memorable project or experience that you worked on. 

One of the most memorable projects for me was creating my Celebration of Life design for the “Best in Blooms” contest. It was a very emotional and personal piece because I made it in memory of my father. The heart shape, the soft pastel tones and the flowing movement all carried a message of peace and love. It wasn’t just a floral design; it was a way to express feelings that are hard to put into words. When I saw how people reacted—quietly, with emotion—I realized again that flowers truly have the power to speak to the heart. 

What do you wish you would’ve known when starting out in this field? 

I wish I had known how emotional this work can be—not just creatively, but personally too. When I first started, I thought it was all about technique and design. Later, I understood that flowers carry energy, and as a florist, you give a piece of yourself every time you create. 

I also wish I’d known that it’s OK to grow slowly. You don’t need to rush to be like anyone else. Every mistake teaches you something and every season changes you a little. That’s what makes this career so special—it grows with you. 

What do you hope to do in the future? 

My dream for the future is to keep growing AY Flowers while staying close to my values, such as emotion, honesty and beauty in simplicity. I’d love to open a small creative studio where people can come, feel inspired and see the flowers arrangements being designed. 

I also want to share what I’ve learned—to teach young florists, especially those who have the passion but not the confidence yet. My goal is simple: to keep creating with heart; to make people feel something real; and to bring more beauty into this world, one bouquet at a time. 

Learn more at ayflowers.com and on Instagram.

“Just Add Flowers” is the second major national campaign from That Flower Feeling and builds on a proven model that has already delivered measurable gains in everyday floral sales in test markets. Backed by floral industry stakeholders, the campaign is being rolled out across digital and audio channels where the core 25–55 U.S. consumer audience spends time, including Instagram, TikTok, Pinterest, and YouTube.

To help the floral industry plug into this momentum, That Flower Feeling has created a Just Add Flowers toolkit featuring ready-made assets that carry through the same approachable, lifestyle-driven tone and visuals as the consumer campaign. The toolkit includes posters, in-store signage, and social media graphics and copy that florists, wholesalers, importers, and mass-market retailers can use to echo the national message in their own channels. The goal is to make it easy for any U.S. floral business—regardless of size or in-house marketing capacity—to invite consumers to “Just Add Flowers” more often.  

How to Access the Toolkit

• Visit: https://thatflowerfeeling.org/marketing-assets/
• If you haven’t already, register to access our assets.
• Click “Just Add Flowers Marketing Assets.”
• From there, you can instantly download posters, social content, and campaign visuals and start inviting your customers to “Just Add Flowers” to their everyday lives—no special occasion required.

As “Just Add Flowers” rolls out nationwide, industry support is essential to maintain momentum and build on early success. Continued investment in the campaign’s marketing fund, paired with active use of the toolkit at the local level, will help keep flowers top of mind for U.S. consumers and drive long-term, non-holiday growth in floral sales across every segment of the supply chain. To learn more, visit www.thatflowerfeeling.org or email info@thatflowerfeeling.org.

According to Gifts & Decorative Accessories, “With more than four decades of vision and determination, Maxine Burton has built burton + BURTON into a global leader in balloons, floral  supplies, and giftware.” The publication praised her “hands-on and heartfelt” leadership and  her ability to “nurture a company culture centered on creativity, family, and excellence.” 

“Maxine has great vision for the industry, and her knowledge translates to continually driving  company sales and profit,” said Dan Peecher of burton + BURTON. Beyond her business  success, Maxine is deeply committed to philanthropy and community engagement, fostering a  culture of generosity and innovation within her company and beyond. 

The Women of Influence list highlights those shaping the future of the gift industry through  their accomplishments and mentorship. Maxine’s recognition underscores her ongoing  dedication to innovation and leadership in the field. 

About burton + BURTON Founded in 1982, burton + BURTON® is a family-owned and -operated business that has grown into the  largest wholesale distributor of balloons and coordinating gift products in the world. In addition to its  showroom at the corporate headquarters in Bogart, Georgia, the company also maintains permanent showrooms at AmericasMart® Atlanta and Dallas Market Center^SM.