Denise Jefferies is back in the flower business after selling her Connecticut flower shop in 2008 and taking 11 years off. Now owner of Bella Florals and More in Marco Island, Florida, she is overwhelmed with how much has changed.
When she looked over the schedule of educational sessions for SAF Orlando 2022, the Society of American Florists’ 137th annual convention in Orlando, Florida, she immediately registered to attend.
“I am looking forward to learning about all the changes and getting caught up with everything,” Jefferies says.
She is one of 413 floral professionals from 41 states and six countries who will gather in Orlando Sept. 6 to 8 for SAF Orlando 2022.
The event brings together 53 expert speakers and panelists for 27 educational sessions focused on operational strategies, business growth and profitability, staffing, and trends.
Attendees will also have the opportunity to cheer on 20 designers as they compete in the 53rd annual Sylvia Cup Design Competition, and pour over 233 entries in the Outstanding Varieties Competition.
The Supplier Expo on Sept. 7 includes 44 companies, from tech to flower farms, which will have representatives on hand to talk with attendees about their products and services.
The convention also includes seven opportunities to network, including during receptions for the American Floral Endowment, first time attendees, and Next Gen.
SAF Orlando 2022 will be Amra Kolasinac’s fourth SAF convention. She comes back every year because it is the best source for information on the business of running a floral shop, she says.
“It’s the ideal place for florists to learn to the business side of things,” says Kolasinac, of Scent and Violet in Houston, Texas. “I keep coming back because it is a wonderful source of information that otherwise I wouldn’t be able to get — and not just from the lecturers, but also from the attendees.”
Keep up with convention on SAF’s Facebook, Instagram and Twitter accounts, and search the hashtag #safconv to see updates from attendees. Also look for updates in next week’s edition of the SAF NOW.
Amanda Jedlinsky is the managing editor of SAF NOW.
