The commercial opens with three real-life moms arriving on set to audition for the role of Lilly, a mom struggling to make ends meet in a Teleflora’s Mother’s Day commercial. Each wom... Read more
When Valerie Crisostomo entered the floral industry several years ago, she found she had no way to connect with florists who “looked like me,” she says. Fueled by the desire to bring black w... Read more
The Society of American Florists has added a second all-industry, in-person event to the 2022 roster, to be held just one month ahead of its popular annual convention. The new Next Gen LIVE!... Read more
A dozen companies, including the upscale retailer Nordstrom and the high-end women’s clothing brand Tory Burch, heard from the Society of American Florists ahead of Valentine’s Day about the... Read more
Retailers, wholesalers and suppliers looking for a place to connect under one roof have an additional option this year from the Society of American Florists. In addition to its popular annua... Read more
Nearly 70 members of Congress and their staffs heard from floral professionals in Washington D.C. on March 29 about the industry’s need for agricultural labor reform, access to duty-free pro... Read more
With just 90 minutes to solve 14 riddles planted across a five-block radius, about 20 retailers, wholesalers, and growers raced through Washington D.C. on March 28. The scavenger hunt, combi... Read more
Donald E. Hook, AAF, former president of the Society of American Florists and long-time owner of Pittsburgh Cut Flower, died March 20. He was 92. Hook had a deep love of flowers and the flor... Read more
Mary Jones’ two younger employees have sought to expand their education through college classes and with training at other flower shops. “I thought, wouldn’t it be great to pull it all toget... Read more
Large hearts adorned with flowers and a message of peace took center stage in 40 cities across the world earlier this month, part of a unified act on behalf of the floral industry to show “c... Read more