Hello everyone, and welcome! I’m Adam Havrilla, 2024-25 Chair of the PFCI Board of Trustees, and I’m thrilled to present our second quarterly newsletter, designed to keep our community informed and engaged with all things PFCI. This newsletter will serve as a central hub for updates, announcements, and insights into our ongoing work and future initiatives. We hope you find it informative and look forward to sharing more with you in the coming quarters.
Do You Know Someone Who Should Be a Member of PFCI?
Do you know anyone who has the skills to speak passionately and professionally about the floral industry? Someone who isn’t a designer but excels as an expert in their field and as a professional speaker? Or perhaps someone eager to thrive and serve as an advocate for the floral industry?
If you answered “yes” to any of these questions, it’s time to share PFCI’s application with them!
PFCI (Professional Floral Communicators – International) represents the floral industry’s most esteemed educators and speakers. Each member has undergone an extensive review process to ensure they exemplify the highest standards of professionalism, knowledge, and passion for our industry.
While some may feel that the application process is daunting, PFCI offers a team of mentors dedicated to helping applicants every step of the way. These mentors are here to answer questions, provide guidance, and ensure applicants are fully prepared to pursue the PFCI designation with confidence.
For more information on how to become a member of PFCI, click here. Applications are due March 1, 2025!
We encourage you to share this opportunity with anyone who would make a phenomenal advocate for the floral industry. Together, with professional and inspiring voices, we can continue to elevate and grow the floral industry—not just in the United States, but around the globe.
Join us in identifying and encouraging the next wave of floral industry advocates!
Celebrating the Sylvia Cup Design Contest’s 56th Year
Did you know that the Sylvia Cup Design Contest is celebrating its 56th year? This prestigious competition is a testament to the incredible creativity and skill within our industry, and we are thrilled to see it continue to grow each year.
For those unfamiliar, contestants in the Sylvia Cup have just two hours to design three outstanding arrangements. The challenge begins the moment they enter the room—descriptions and criteria for their pieces are revealed only as they step inside, challenging them to think fast and create with precision. As they work, the doors eventually open, allowing the audience to witness the magic firsthand, leaving everyone inspired by the contestants’ artistry and talent. After the competition wraps up, it’s the judges’ turn to make difficult decisions, as every piece is truly remarkable.
A heartfelt thank-you goes out to Smithers-Oasis, our sponsor for the past 15 years. Their commitment not only includes providing top-quality hard goods but also supporting the prize fund, encouraging our contestants to transform flowers into true works of art. Our relationship with Smithers-Oasis is invaluable, and we are incredibly grateful for their ongoing support to SAF and the entire floral industry.
Certified American Grown has also been a steadfast sponsor, supplying fresh-cut stems for the past seven years. Seeing contestants’ excitement as they choose from the beautiful American-grown blooms is a highlight of the competition. We’re thankful for Certified American Grown’s dedication to both the Sylvia Cup and to championing American-grown flowers in the floral industry.
Interest in the Sylvia Cup is so high that we often have a waiting list of eager contestants. Each year, as competition time approaches, we receive calls from designers hoping for an open slot—proof of just how sought-after this event has become. To all potential contestants: don’t wait to register! Secure your spot early for this one-of-a-kind opportunity to showcase your talent and creativity on a grand stage. Once the spots are filled you will have to wait another year for your chance to be the Sylvia Cup winner!
Keep an eye on our website and social media channels for updates on registration. Our team, led by Lynne Tischler and Chris Norwood, is working hard to make this another unforgettable year. All you need to bring are your tools, your creativity, and your passion for floral design. We can’t wait to see what you’ll create in Arizona this year!
Finding Inspiration Through Resources
Creativity thrives when we explore diverse influences, and florists have a wealth of resources at their fingertips.
Libraries: Beyond books, many libraries offer gardening tools, 3D printers, and Cricut cutters.
Flower Shows:
- Philadelphia Flower Show (March 1–9, 2025): The nation’s largest horticultural event featuring world-class displays.
- Indiana Flower + Patio Show (March 15–23, 2025): Bringing together over 300 exhibitors.
- Floriexpo (June 4–6, 2025): North America’s premier B2B floral event with hands-on learning.
Digital Tools:
Apps like PictureThis (plant identification), Waze (navigation), and Picsart (photo editing) can streamline workflows and boost efficiency.
BIZ BITS
Personalization at Scale: The Future of Floral Design
As customers seek meaningful, tailored experiences, personalization has become vital. Here’s a quick hit-list of how florists can adopt this transformative strategy without sacrificing efficiency:
Key Strategies:
- Customer-Centric Design: Use consultations to incorporate personal stories and preferences.
- Modular Arrangements: Start with base designs and customize with unique accents.
- Personal Touches: Add meaningful items like photos or custom ribbons.
- Tech Integration: Use augmented reality, online design tools, and databases to refine customer experiences.
Why It Matters:
- Customers are more satisfied and loyal.
- Personalization differentiates florists in a competitive market.
Inspiring the NextGen of Communicators: PFCI Hosts NextGen Happy Hour
The future of Professional Floral Communicators—International (PFCI) is bright, and it starts with the next generation of SAF members. PFCI hosted the NextGen Happy Hour Zoom on Thursday, November 21, 2024. The event was led by PFCI Board of Trustees Past Chair Michelle Headrick AIFD CFD PFCI FDI, and featured PFCI Mentor Panel members Marcela López-Vallejo AIFD, EMC, MBA, PFCI, CFD and Tim Farrell AIFD CFD AAF PFCI.
Twenty-two people registered for the call, with just over half in attendance. A brief overview of PFCI was given, touching on the history and shifting purpose of the organization, including the reason for the name change from Commentators to Communicators.
Photo credit: Nicole Palazzo
Farrell, Lopez-Vallejo, and Headrick shared why they sought membership in PFCI, what the organization meant to them, and the value to future members. The hour served as an interactive forum for attendees to ask questions about PFCI, preparing for and recording their video presentation, and filling out the application. Attendees were encouraged to reach out to Mentor for one-on-one support and feedback – even if they weren’t planning on applying this year – to see how they could gain experience and prepare to apply down the road.
Three of the attendees were actively working on their application for 2025, and asked excellent questions about topic selection, qualified programs or speaking engagements, and how to best film their submission.
A follow-up email was sent out to everyone who had registered, thanking the attendees for participating in the lively discussion, including a tip sheet on prepping for their video submission. Hyperlinks to the application and Mentor Panel on the SAF website were included as well.
PFCI is working to foster a new generation of talented communicators. We’re excited to see what these talented individuals will accomplish in the years to come!
Have something to share?
We want to celebrate the incredible work our PFCI members are doing “out in the field”. We encourage you to share any instances where you’ve shared your expertise, whether it’s through industry publications, webinars, podcasts, speaking engagements, or other platforms. Please send us links or photos of these activities so we can highlight your contributions in upcoming newsletters. Similarly, we welcome your expertise in the form of article submissions, tips, article ideas, and insights that would be valuable to the PFCI community.
This newsletter is designed to be a resource for you, our members. We encourage you to provide feedback, suggest topics you’d like to see covered in future editions, and let us know how we can make this newsletter even more valuable. Your input is essential in shaping the future of PFCI and this newsletter — feel free to send feedback to PFCI@safnow.org We look forward to hearing from you!
Until next time,
PFCI Trustees