Eileen Weber, AAF, of Lake Forest Flowers in Lake Forest, Illinois; Sheldon Jenson, of Flowers by Michelle in Las Vegas; and Helena Polites, of Polites Florist in Upper Darby, Pennsylvania, get acquainted at last year’s Next Gen LIVE!
As a fifth-generation florist at her family business, Nicole Palazzo, AAF, already knew many members of the industry, but she didn’t have connections with professionals her age.
“I went to conferences growing up, and although I thought it was fabulous, it was really hard to relate to other industry members because I was so young,” says Palazzo of City Line Florist in Trumbull, Connecticut. “I didn’t know anyone my age and it was hard to make friends. And, I couldn’t relate to the education.”
That began to change when Palazzo sought out her floral peers in a Facebook group where they could share ideas and stories. That group evolved into the Society of American Florists’ Next Gen Committee, with Palazzo as chair, and grew last year with SAF’s first Next Gen LIVE! event in Miami.
“It was refreshing to meet others my age in the industry who I can relate to — people that are having similar experiences because we are the upcoming generation and face very niche obstacles,” says Helena Polites of Polites Florist in Upper Darby, Pennsylvania, who was one of the 160 attendees of last year’s event.
Forging Connections
Next Gen LIVE! is designed for floral professionals 45 and under. In addition to a robust schedule of educational sessions focused on leadership, sales and marketing and industry intel — as well as two tour options — the event is also designed to connect peers from all sectors of the industry. This year’s event, in Miami June 11-13, features a ‘Chopped’ style design competition, an informal pool party and time to network with suppliers. (See a full schedule and register here).
Hernan Davila, corporate sales manager at the Ecuadorian rose grower Hoja Verde, which was one of many companies to take part in last year’s supplier expo, says the event offers suppliers and young professionals a unique opportunity meet like-minded peers.
“It’s a little bit easier to talk to people because you have a lot of things in common, and also a similar way of seeing things,” Davila says.
Last year’s design competition was a high point for Sheldon Jensen, head designer and general manager at Flowers by Michelle in Las Vegas. It enabled him to get to know others, despite being an introvert.
“The thing that I loved most about networking at Next Gen LIVE! was getting to know my fellow young people in the industry,” he says. “Not only was I able to meet some new friends, but I was also able to talk with other flower shops and bounce ideas off of them, which has been a huge help for me as I come up with new ideas.”
Keeping the Momentum Going
Thanks to the SAF Next Gen Facebook page, Next Gen book club and monthly happy hours via Zoom, attendees have kept in touch year-round, creating personal and professional bonds that span the globe and help the Next Gen tackle everyday challenges to get answers to questions on sourcing product and encourage each other to seek out professional accreditations and certifications.
Palazzo looks forward to seeing more of these attendee connections form, and watching the bonds that were made last year continue to thrive.
“Everyone has just made such great connections and it’s cool to see that there are actually real friendships that are flourishing out of this,” she says.
Kenya McCullum is a contributing writer for the Society of American Florists.
