Feb/March

33 Pages·2016·5.71 MB·English

Bi-Monthly Newsletter of the February/March 2016
American Institute of Floral Designers
Cultivating a Floral Consumer
By Marisa Guerrero AIFD, CFD, newsletter editor
Lace doilies, white wicker patio furniture, and silver spoons hanging on the wall. Can you picture the lady who
lives in this house? Now juxtapose this image with one of a woman with ombre colored locks and tasteful
piercings, carrying a diaper bag. What do these two women have in common? They are both called "Mom."
Old or young, modern or traditional, there are as many types of mothers as there are flowers and it is up to the
florist to create a design that will "wow" any mom.
Spring brings with it warm winds, Mother’s Day, and prom. It’s the perfect season for florists to develop
relationships with the future generations of flower consumers. There is abundant data showing that young
consumers have plenty of disposable income and are willing to spend but flowers are not their first thought as
a gift or for home décor. The festive atmosphere of the spring season gives florists a chance to showcase their
design chops in order to lure those consumers to the floral market place.
When a young mom receives a beautiful floral arrangement that compliments her personality, she may be
likely to think of flowers as a future gift. And a trendy prom corsage that matches her dress and her style
is sure to make any young woman excited about the possibilities of floral design. Enjoy the design process
and bring beauty to the everyday tasks this spring so that the floral industry has customers looking for
beautiful floral designs for years to come.
Inside
2016 Symp. Designers - 6
PFDE Details - 10
Celebrate Mom and Prom - 12
Rose Parade Recap - 20
AIFD Board Nominations - 22
Focal Points 1
American Institute
Calendar
of Floral Designers

720 Light Street, Baltimore, MD 21230
Phone [phone] / Fax [phone]
[email protected] / aifd.org
March 4-6, 2016
Executive Officers 2016 AIFD Southern Conference
"Southern Traditions"
President: Joyce Mason-Monheim AIFD, CFD, PFCI
Galt House Hotel
Louisville, KY
President-Elect: Anthony Vigliotta AIFD, CFD
Vice President: Kim Oldis AIFD, CFD March 12, 2016
2016 Bobbi Cup
Secretary: Frank Feysa AIFD, CFD
Chicago Flower and Garden Show
Treasurer: Tom Simmons AIFD, CFD Chicago, IL
Past President: Tim Farrell AIFD, CFD, PFCI
March 13, 2016
2 Weddings & a Funeral Design Show
Board of Directors & Chapter Reps
National Orange Show & Events Center
San Bernadino, CA
Robyn Arnold AIFD, CFD
Loann Burke AIFD, CFD
March 13 - 15, 2016
BJ Dyer AIFD, CFD
3-Day Principles and Elements of Design
Frank Feysa AIFD, CFD, PFCI
Greenleaf Wholesale
Wil Gonzalez AIFD, CFD
Dallas, TX
Debbie Gordy AIFD, CFD
Jackie Lacey AIFD, CFD, PFCI May 9-27, 2016
Katie McCormick-Kharrat AIFD, CFD Advanced Wedding Floral Specialist
Sherrie Moon AIFD, CFD Floral Design Institute
Ron Mulray AIFD, CFD Portland, OR
Michael Quesada AIFD, CFD
July 1, 2016
David Shover AIFD, CFD, PFCI
2016 AIFD Professional Floral Design Evaluation Session
Membership Chairman Anaheim Marriott
Leanne Kesler AIFD, CFD Anaheim, CA
2016 Symposium Coordinator July 3 - 7, 2016
Lori Novak AIFD, CFD AIFD 2016 Symposium: “Inspiration”
Anaheim Marriott
2016 Symposium Program Coordinator Anaheim, CA
Tom Simmons AIFD, CFD
Many more events are posted online!
AIFD Staff
For details on events visit
aifd.org/upcoming-events/
Executive Director: Thomas C. Shaner
calendar-of-events/.
Associate Executive Director: Kristen Philips, CAE
*This list is not all inclusive.
Director of Finance & Administration: Monica Shaner
Please visit the AIFD website
Director of Communications: Justine Harper for a full list of events.
Publications Coordinator: Molly Baldwin-Abbott
Director of Membership: Stephanie Dodd
AIFD Mission Statement
The mission of AIFD is to advance the art of
professional floral design through education,
service and leadership, and to recognize the
achievement of excellence in this art form.
Focal Points 2
President’s Message
"
Are you that one person who can make a
difference in their
life, are you
a MENTOR? Joyce Mason-Monheim AIFD, CFD, PFCI
" AIFD National President 2015-2016
We all remember the beginning of our AIFD journey, when and how ethical standards at all times.
we applied for AIFD, the actual testing and that moment of results.
How many of you can remember "the letter," waiting anxiously for the Your role as a mentor has to start slow, so be patient. It takes time to
post man to come each day, truly being annoyed and finally it’s in your build a positive, respectful relationship. Leave your ego at the door,
hand and now you can’t open it…pondering the results. be sincere and be their friend. The development of trust is vital and
let them get to know the real you. Providing the best contact means
Today the results of the PFDE are delivered via e-mail for the most part. that best suits you and your encouragement to use that contact
You receive an e-mail saying the results will be sent to you tomorrow source establishes your connection.
and the anxiety begins, sleepless night (kind of just like testing) and
the vigil of waiting for those results. When the e-mail arrives do you Know your information, brush up on the principles and elements
open it instantly or ponder the outcome? of design. Know the definitions and examples of how they are best
shown. All this information is in the AIFD Guide to Floral Design, take it
Over the years it seems we all have faced the same dilemma…pondering off your shelf, blow the dust off and you become the student again.
the outcome. But let’s think back on how we really got to this point. Once you have reviewed the P & E’s then go to the chapter on Design
Who most influenced your process? Who stepped up to encourage you Applications. This chapter provides that "creative emphasis" to apply
and escort you through your training sessions? Did you have a mentor? to a good sound design. If they have signed up for the PFDE then they
That one person that when you look back at the process stands out, was already have this book so know your stuff, if you need a new book go
there through good and bad, but made you a better designer? I think to aifd.org and order one at the member rate!
we can always come up with the special person or people who helped
you through your experience and of which we are eternally grateful. Don’t try to be a disciplinarian or therapist, just be a dependable
consistent friend. Present accurate information, listen carefully
Have you returned the favor? In our Code of Ethics as a member of the to their needs and offer possible solutions. Know your limitations
American Institute of Floral Designers we promise to: and maybe team up with other AIFD members in your area or AIFD
• "encourage individuals whom demonstrate excellence in floral design" region if you feel you need support. Providing constructive criticism
• "work for the furtherance…of education and cooperation" is all part of this learning process. It is always best to point out the
• "give assistance, supervision and encouragement to novices" positive points of the design or discussion and then proceed with
• "support and promote…the advancement of creative floral design" the ways to problem solve together on other issues. If you need
more assistance reach out to AIFD members who are our Certified
Now is the time that individuals are thinking about the PFDE process, Evaluators. They have been trained to observe and to point out the
are signing up and yes, the panic of their capabilities begin. Are you qualities needed to succeed.
that one person who can make a difference in their life, are you a
MENTOR? If so, what does this mean and how do we do this to our Set realistic expectations and goals. This time of year with the spring
best ability? holidays approaching it is important not to demand too much of
their time, but this is part of the learning curve and the learning
Being a mentor is to be a positive role model, be a friend, become a process is always different with each individual. Remember there is a
coach and advisor, the job is to help develop self-esteem and to be an big difference between encouraging and demanding. Encourage them
advocate. Some of our members have spent many hours already doing to practice, discuss their progress and help them achieve their goals
this and I applaud you. The Membership Committee has done this and dreams. Sometimes this is done with baby steps.
for years and today, with the social media presence, our assistance
is even stronger. With the help of our Mentoring Chairperson Dov Your success is measured when your mentee realizes for the first
Kupfer AIFD, CFD and the Facebook page "PFDE Candidates for time that they have the potential and qualities needed to be part of
Symposium," the committee, AIFD, and CFD members are reaching out the AIFD family. You have helped them build their confidence and
to participants who need the support and encouragement. AIFD’s Social self-assurance. You have demonstrated the value of education and
Media members from the Marketing Committee, who include Rachelle how important the learning process is and will continue to be. And
Nyswonger AIFD, CFD, Joe Guggia AIFD, CFD, Paul Jaras AIFD, CFD most of all you have given them a game plan for success.
and Kenneth Snauwaert AIFD, CFD are all about this too.
The essence of mentoring is to build a one-on-one relationship with a
You can be a Mentor and you can begin one of your careers most fellow designer. Value has been created not just for the mentee, but
rewarding and fulfilling experiences. Finding a floral designer in whom for the AIFD family and the floral industry. Think about your journey
you recognize the floral design talent can catapult you into choosing to with AIFD and make sure you return the favor!
work with them to your fullest ability and agree to hold the highest of
Focal Points 3
Whatever it is, keep
AIFD: Be It Resolved
AIFD in the forefront
of your commitment
to professionalism
Okay, it’s a tad late for New Year’s resolutions, but what the heck,
and floral industry
as they say, better late than never. Besides, the first issue of Focal
leadership.
Points for 2016 comes out in February, so I was sort of stuck.
Maybe there’s
AIFD member "Inspiration"-al resolutions for the coming
one more easy
year should include a commitment to attend the National
resolution... Be the
Symposium which will take place July 3-7 in Orange County
best you can be! As
(Anaheim), Calif. Coordinated by the fantastic team that also
such, 2016 will be a
brought us the "Passion" Symposium (2013) in Las Vegas - Lori
great year for you.
Novak AIFD, CFD and Tom Simmons AIFD, CFD, "Inspiration"
is set to offer creative floral design inspirations like no other Best wishes for a
program you will see this year. wonderful 2016. I
hope to see you in
In addition to you resolving to attend, why not also resolve to
Orange County at the
inspire another designer to attend; particularly an aspiring new
"Inspiration" Symposium.
artist who should have an opportunity to see first-hand the
excitement and motivation that are a part of the AIFD Symposium.
Let’s resolve, too, to motivate another designer to seek to join
SAIFD Students Learn Ikebana
you in your commitment to elevate the art of professional floral
design by becoming an Accredited Member of AIFD. At least
resolve to motivate a designer to seek out his or her status as a On Wednesday, Nov. 18, 2015,
Certified Floral Designer (CFD®). These aspirations can help lead approximately 20 students met at
our industry to provide more creative art to the consumer and the College of Southern Nevada
thus strengthen our profession. (CSN) Summerlin Campus to
attend the Fall 2015 Artist in
Speaking of membership, why not resolve to make your Residence Program for the CSN
re-commitment to AIFD as a member with your renewal notice. Elaine Wynn SAIFD Chapter. The
You not only save a few dollars of your own, you help AIFD presenting artist was CSN Floral
reduce administrative costs necessary for follow-up invoicing Design Department Chair Chieko
and coordination with chapter leaders. Remember, every dollar Fukushima AIFD, CFD.
saved is a dollar that can go toward promoting AIFD and you.
Ms. Fukushima presented a
Another resolution for an AIFD member should be that of workshop on the freestyle forms
voting for the new members of the National and Regional of the Japanese art of floral
Chapter Boards of Directors. Last year, we started a program arranging, Ikebana. She recently
so that you can easily vote electronically online. Again, a great returned from Japan where she
money-saver, but we need to work on getting more members to attended an Ikebana workshop
vote; afterall, it is your Institute and the leaders you help select and had a lot of exciting new
are the ones that will set the directions for our future. Ballots ideas to share with students. Ms.
were electronically distributed Feb. 22. Fukushima began the workshop
by reviewing with students select
How about this for another easy-to-do resolution: join in
passages from the book Ikenobo
promoting AIFD via your Facebook, Linkedin or Twitter
accounts. Brag about your status as a member or as a CFD and
pass on information about attending Symposium or enrolling as
a candidate for the Professional Floral Design Evaluation session
in Orange County. Brag about being inducted; or salute someone
Ikebana, An Introductory Free Style
you know who will be inducted into AIFD this July.
Curriculum.
For the final resolution - and this may be the hardest - resolve
After the presentation, students
to get involved in AIFD. Membership is more than achieving
proceeded to let their creative
the mark and paying dues, its about helping to set goals and
juices flow and create several
directions for the future. From the chapters to the national
different free style Ikebana
committee structure (or simple one-goal task forces), there
arrangements. The photos show
are places for you to be a more active part of AIFD. Maybe it’s
the featured designs.
just attending a chapter event or reaching out to motivate
another designer to go for his or her AIFD or CFD designation.
Focal Points 4
AIFD Shines at Tropical Plant Industry Exhibition (TPIE)
By Janet Black AIFD, CFD, PFCI
It has been my pleasure to represent the Marketing Committee out of the top and was accented with gold spiked orbs. A floor
and the American Institute of Floral Designers by coordinating lamp was the base of an additional design filled with core
programs with our industry partner Florida Nursery, Growers board fashioned into geometric shapes, scored with texture.
and Landscape Association (FNGLA). This year, our design Oasis wire, Spanish moss and orchids filled in the voids making
theme focus was interior trends; modern, repurposed/ a pleasing, unexpected design. A collection of pastel oval
reclaimed, mid-century modern (1950-60’s) and children’s shaped vases on hand-crafted bamboo bases were filled with
spaces. Our mission was to provide ideas and inspiration to philodendron, African violets, cacti and begonias representing
connect foliage and floral designs relating to these themes. the plants most popular during the 1950-60’s.
Jenny Thomasson AIFD, I made stylized arrangements for children from
CFD created a jaw dropping infants to teenagers. A pitcher plant was encased
presentation that showcased deep in an orb arrangement made of hula hoops
fuchsia and purple vanda orchids, with festive lights that swung from an arched
donated by Silver Vase Orchids, metal base. A deflated football was used as the
that traipsed across silver Oasis inspiration for a young boy’s room filled with
wire to create a canopy of color succulents in small clay pots wrapped with burlap
and texture that danced across the for rustic texture. A growth stick was planted
stage. Cylinder vases of different with a philodendron plant that would grow with
heights, filled with large, white the child. Fitz Design Vase Enhancers made a
egg-shaped stones, were layered simple plant elegant with small crystal flowers
with air plants and glued to the leaves of an easy care fern.
topped with soft gray Venus Fly traps were demonstrated as
tillandsias, donated by a party favor along with seed packets.
Russell’s Bromeliads, Crayons were a welcome accent to a
to capture the modern bright colored bromeliad. The outside
sleekness of the hard party theme had a topiary with a dapper
surfaces. A sculpture of goggley-eyed topiary, bow tie and cap. A
sorts was formed out of clear glass vase filled with white birch and
a dried palm flower and topped with moss, pine cones and fern
accented with miniature rounded out the life of a child to become
orchids of different tints, our newest customers.
tones, and shades, and
single tillandsia petals Deborah De La Flor AIFD,
were placed to accent CFD, Eileen Cheng AIFD, CFD
the branches. Ficus and Mike Hollenbeck AIFD,
branches supported an additional arrangement made of CFD demonstrated the true
dried palm fronds filled with sheet moss and bird nest ferns. meaning of trash to treasure,
The structure stood on Oasis foam, covered with natural an iron chef of plants and props
brown paper and tied with Oasis Bind Wire to add stability. commentated by Ann Jordan
The design was grounded with an accent of black river rocks AIFD, CFD and myself.
at the base.
Photo Captions
Ruben Consa AIFD, CFD, PFCI and Yola Guz AIFD, CFD Top photo: Repurposed Plant
presented an artistic interpretation of reclaimed items artfully Designs by Ruben Consa AIFD, CFD, PFCI and Yola Guz AIFD, CFD
displayed on a rebar form that framed the elegant back drop of
white orchids. Palm fronds sprayed white with Design Master Photo on left: Eileen Cheng AIFD, CFD
paint made the perfect vessel for succulents and air plants.
Photo on right: Vanda Orchids and philodendron moss balls
Wide copper Oasis wire swirled and glistened, encasing grouped
design by Jenny Thomasson AIFD, CFD at TPIE
vanda orchids. The exposed roots added a natural earthy
texture to the design.
Bottom photo: Mike Hollenbeck AIFD, CFD - Designing out of the
box, a trash to treasure program at TPIE
Mike Hollenbeck AIFD, CFD's sweet angular shaped
terrariums were filled with textural miniature cacti, succulents
and air plants created strong groupings. This mid-century
modern themed arrangement had a whimsical twist using a
vintage lampshade as the container with lush ferns that spilled
Focal Points 5
Eye on the Designers - A look at who's who at "Inspiration"
“Remembering the Magic” - “Three Points of
Jacob McCall AIFD, CFD View” - Gerry
Nothing is more wonderful than the Gregg AIFD,
imagination, for in a moment you can CFD, Greg
experience a beautiful fantasy or an exciting
Lum AIFD, CFD,
adventure. But BEWARE, nothing is more
and Jeremy
powerful than the imagination, for it can
Trentleman
also expand your greatest fears into an
overwhelming nightmare. Are the powers AIFD, CFD
of Jacob's incredible imagination strong Balance is not
enough and bright enough to withstand the something you find, it is
evil forces that invade Jacob's dream? You something you create.
are about to find out as he takes you back in Come experience
time with floral interpretations of classic Disney films! balance as understood
by three different
“Burgeoning from My Roots” -
perspectives with
Eunice Teo Khee Choo AIFD, CFD unique inspirations.
Be mesmerized as our design artist, drawing from Gerry Gregg AIFD,
the essence of the Chinese, Malay and the Indian CFD with Art &
culture, creates permanent botanicals of which, are Nature, Greg Lum
a lighted hand crafted zink sculpture, Wau frames AIFD, CFD with Asian
used as a modern decorative form of armature, and Influences, and Jeremy
the colors of influence from the rich background Trentelman AIFD,
of each culture presented in deferent layers of CFD with Architecture.
hanging deco as a wall piece. Pieces mimicking the By using these themes,
bone china motive on semi cylinder stands; hot glue you will discover how
created standing modern piece and etc. balance is created
through a variety of media to give you inspiration
for your designs.
"Flowers with Soul II” - Julia Kim AIFD, CFD the morning sun come up through the small
It will surprise you to see how beautiful and artistic rectangular window in the bed. Then night
compositions the sphere and quadrangle can create. Be brings you the mystic halo of a bright moon
inspired to turn nature into art after seeing the mystical and hung distantly over the same window. The sun
creative combinations of the flower and natural materials. and moon imply the circle. The window means
Perhaps such inspirations evolved by chance when you see quadrangle. Our artist shows us contrasts in shape
and structural aspects.
Visit http://aifd.org/aifd-2016-symposium-inspiration for event details.
Focal Points 6
Focal Points 7
AIFD Leadership Profile
The AIFD Leadership Profile's goal is to highlight active members of our association. By profiling
these professionals, we want to offer you the opportunity to get to know the members. We'd like to
introduce you to Ken Senter AIFD, CFD.
AIFD: What is your job position (professionally) and what are your specific
responsibilities?
Ken: My wife, Donna Senter AIFD, CFD and I own The Senterpiece, a wedding and
event company in Houston, Texas. My main responsibilities are the fresh flower
buying and all of the design.
AIFD: What leadership role(s) do you hold within AIFD and throughout the
floral industry?
Ken: I am currently the Vice President of the AIFD South Central Chapter and this coming year
will be the President-Elect. In the past I have served as Vice President of the AIFD South West Chapter
and have served on the boards of Texas State Floral Association and The Allied Florist of Houston.
AIFD: Within that role and as a member, what are your personal goals for the advancement of AIFD?
Ken: As the incoming President-Elect, I would like to see a push to create AIFD awareness in all of our eight states. As an AIFD
member, I would strive to create a better understanding of the principles and elements of floral design. It all starts with the basics.
The stronger that our membership in AIFD can become, the stronger our industry can become.
AIFD: Did you have a mentor or someone that inspired you to pursue the career you are in?
Ken: There are so many. I’ll never forget the day I saw Gary Schott present a program. Mind Blowing! As for mentors, once I
started designing, there are four who became close friends and mentors. Buddy Benz was the first who helped teach me that floral
design was a career. Also, Jim Johnson AIFD, CFD, Gregor Lersch, and Phil Rulloda AIFD, CFD, PFCI.
AIFD: Did you have a mentor who helped you on your journey to becoming AIFD?
Ken: Jim Johnson AIFD, CFD and Phil Rulloda AIFD, CFD, PFCI have always been there as a friend and mentor.
AIFD: Most floral designers have certain jobs they love to do, special talents. Do you have a favorite job you like?
Ken: I love to share my knowledge of floral design with anyone
who would like to listen. I have been blessed to have so many
wonderful people guide me; I feel a responsibility to give back. AIFD and Social Media
AIFD: What issues are most important to you professionally?
W !
Ken: That the designers of today, study the designers of N E
yesterday. Those designers have set the ground work. That you
http://Instagram/aifd_hq
completely understand the Principles and Elements of floral
design in order to break the rules and move us forward.
AIFD: What are some things you enjoy doing besides work?
Ken: I didn’t know there was anything else! Honestly, I am a
www.facebook.com/AIFD.CFD
complete sports fanatic.
AIFD: What advice do you have for aspiring AIFD members
and /or floral designers?
AIFD page can be found on the AIFD
Ken: Make sure you love what you’re doing. That you study the
homepage at www.aifd.org (click on the
Principles and Elements, and always give your best.
LinkedIn symbol to get to the page).
AIFD: What are some things no one knows about you?
Ken: That I supported myself my junior and senior year of high
school by working in a flower shop and living in the back of the
http://twitter.com/#!/AIFDHqtrs
shop at night, sleeping in a California Cut Flower Box. Also, I have
a Floriculture degree from Texas A&M University.
www.youtube.com/user/AIFDHqtrs
Focal Points 8
Bits and Pieces
AIFD Looking for New Laureate
Compiled by Molly Baldwin-Abbott and
Members to Recognize
Marisa Guerrero AIFD, CFD
AIFD seeks to
• AIFD recently learned of the passing of former
recognize more of
member Gene Harbaugh who many of you may have
its loyal, longtime
known. Gene passed away in October.
members and
Symposium • David Siders AIFD, CFD is the Stage Manager this
attendees. year in OC and is looking for anyone that might be
interested in volunteering. Get involved and enjoy a
In 2012, AIFD
great experience. If you are interested, please contact
introduced a new
David at [email protected] or 518-374-6885.
Laureate status
to recognize • Jerome Raska AIFD, CFD, PFCI is headlining SAF's 1-Day
members with Profit Blast in Austin, Texas on Feb. 27. Raska's presentation
21 years or more "Successful Events: From Concept to Completion" will
of membership feature the design and business practices that have
and who have contributed to his shop's steady growth in event work at
also attended a minimum of ten (10) National Symposia. The Blumz...by JR Designs in Detroit and Ferndale, Michigan,
Laureate status was designed to express AIFD's appreciation where events comprise about 40 percent of total sales.
and recognition of members for their long-term membership,
as well as their support of the annual National Symposium. It is • The 2016 international flower trade show World Floral
a way to say "thank you" and to salute these members so that Expo (WFE) will be returning to Los Angeles, Calif. at the
others may aspire to the same level of dedication to AIFD as LA Convention Center March 9-11. Details posted at http://
they have demonstrated! www.cafgs.org/world-floral-exposition-2016.
During last year's annual Symposium held in Denver, 7 out of 12 • Know your newsletter themes! Themes for each issue of
new Laureates were honored and recognized during the Annual Focal Points have been assigned. Please reference these when
AIFD Members Meeting. In addition, AIFD Laureate Members submitting articles, pictures, etc. for the newsletter. We would
are saluted in the annual membership directory and on the love to have feature articles, accolades and other interesting
AIFD website, and will be recognized at all future symposia they submissions for every issue.
may attend.
December/January issue: Valentine’s Day
February/March issue: Mother’s Day/prom
The Laureate status does not affect annual membership fees.
April/May issue: Weddings/special events
If you believe that you meet the qualifications to become an
June/July issue: Pre-Symposium
AIFD Laureate, download the application at http://aifd.org/
August/September issue: Fall, Symposium recap
membership/recognizing-laureates/ and return the completed
October/November issue: Christmas
form to AIFD Headquarters prior to this year's AIFD Symposium
"Inspiration" being held July 3-7 in Orange County, Calif. All Please send all submissions to Molly Baldwin-Abbott,
new and current Laureate members will be recognized with a publications coordinator, at [email protected] or
special ceremony during the Annual Members Meeting. Don't Marisa Guerrero AIFD, CFD, newsletter editor, at
miss out on the opportunity to be recognized for being a loyal, [email protected]. Images must be high resolution,
dedicated member of AIFD. After all, you have earned it! print quality.
With Great Thanks...
Got News?
from George and Nancy Mitchell AIFD, CFD
E-mail your tips, ideas, articles and images to Molly
Baldwin-Abbott, publications coordinator, at mollybaldwin@
We were so overwhelmed by the flowers, cards, and notes sent to
assnhqtrs.com or Marisa Guerrero AIFD, CFD, newsletter
our family during the funeral of our grandson Jack. We wanted
editor, at [email protected].
to acknowledge our member/friends' thoughtfulness. We have
received over 100 cards, donations, notes, and calls. We are still
getting e-mails and calls. This has been a very difficult time for
our family. The flowers from AIFD, made by Brent Leech AIFD,
CFD, were beautiful! They meant a lot to our family. We were
very touched that Dwight Laramer and Drew Grunenberg both
flew in to attend the funeral. When someone questions "What are
the benefits to being AIFD" I think I can add the love shown to us
as a personal benefit. Thank you to everyone.
Focal Points 9
Join the Best,

Be the Best
Professional Floral Design Evaluation
The 2016 PHS Philadelphia Flower Show, "Explore America,"
Application Deadline Friday, April 15 will be a grand adventure, taking place March 5 - March 13,
2016 at The Pennsylvania Convention Center.
Through "Explore America," PHS and the Park Service are
Floral design artists seeking to be recognized with the floral
engaging those who know and love the parks, and inviting a
industry’s coveted Certified Floral Designer (CFD®) designation
new generation to discover the special places that belong to us
or to achieve the ultimate goal of becoming an Accredited
all. Now in its 188th year, this year's Flower Show is celebrating
member of the American Institute of Floral Designers are being
the centennial anniversary of the National Park Service.
advised that the deadline to submit an application for the 2016
From Yellowstone to Yosemite to our own local Valley Forge,
Professional Floral Design Evaluation (PFDE) is April 15, 2016.
"Explore America" will take visitors through acres of displays
AIFD’s PFDE is a two-stage process in which floral designers inspired by iconic parks.
have their creative artistry evaluated by a panel of AIFD
Be sure to check out the AIFD Northeast chapter’s exhibit which
Certified Evaluator/Judges.
was inspired by the Redwood National Park.
Part one of the PFDE is an online test based on educational
Read more at http://www.visitphilly.com/events/philadelphia/
objectives and knowledge derived from The AIFD Guide to Floral
philadelphia-international-flower-show/.
Design: Terms, Techniques and Traditions. This reference tool
is provided to everyone who pays to participate in a PFDE.
Announcing the NEW 2016
Candidates must successfully complete the online test with an
80% or better by May 1, 2016.
uBloom Trend Synthesis®
After scoring 80 percent or better on the online test, the Featuring the 4 New Trends: Hammock,
candidate is then fully eligible to participate in the second
Distraction, Animal Instinct & Wild Horses
part of the PFDE - a live design session in which he or she
demonstrates his or her design proficiencies. The PFDE will be
held July 1, 2016 in Orange County, Calif. immediately prior to The uBloom Trend Synthesis is published annually by J
the AIFD National Symposium "Inspiration." Schwanke Productions, featuring Four NEW trends in flowers
and foliage for the coming year. The Trend Reports have been
Candidates have four hours to create five specified designs available in printed in format since 2012 and available in the
which are then reviewed and evaluated by seven AIFD Certified uBloom store at uBloom.com or at J Schwanke’s live events.
Evaluator/Judges. AIFD provides the Candidates all the flowers
and hard goods necessary to complete the designs. In 2016, uBloom is proud to announce that the 2016 uBloom
Trend Synthesis is available for FREE via download. Each trend
To participate in the 2016 AIFD PFDE, floral design artists must features a description, details and ideas, along with favored
complete the application and become an official Candidate and flowers and foliage, a color palette, and ribbon collection.
submit the Application to Participate in the PFDE prior to April
15, 2016. J Schwanke AIFD, CFD - Author of the uBloom Trend Synthesis®
- scours the Flower Industry, Markets, Fashion, Entertainment
It is strongly recommended (but not required) that before the to create this independent Trend Report that features flowers,
PFDE the floral design artist obtain additional education or foliage and products readily available and active in today’s
work experience in the floral industry, such as having three market place. This Trend report is specific to the flower and
years or more in floral industry, completion of courses that foliage industry and encourages users to use the information
meet learning objectives as established by AIFD and are offered to translate trend and color with flowers and foliage to create
by approved AIFD Education Partners or state floral association memorable events, arrangements, and concepts.
certification programs, completion of a series of online courses
offered by AIFD, or completion of undergraduate degree or To download your free copy of the NEW 2016 uBloom Trend
studies at a SAIFD chapter. Synthesis® visit http://www.uBloom.com/Trends 2016.
To enroll as an AIFD PFDE Candidate or to learn more about the J Schwanke AIFD, CFD is the host of "Fun with Flowers" and J
process of becoming a CFD® or member of AIFD, visit http:// on uBloom.com, flower arranging expert, and author. For more
aifd.org/membership/become-cfd-and-aifd. information visit www.uBloom.com or www.jschwanke.com.
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