When Melanie Spilbeler, managing partner at FreshPath Marketing, came into the floral industry, she was surprised to find that the industry is male dominated.
Inspired to empower the women in floriculture, she and Fifty Flowers CEO and founder Liza Roeser, AAF, established Women in Floriculture, which launched at Society of American Florist’s annual convention in Miami earlier this month. More than 50 female floral professionals attended the kick-off event.
Roeser wants the group to create a sense of community, she says, and support women in every aspect of life.
“This is a space where we’re leaving judgment outside, and we are able to share the good, the better, and the best of our lives to empower each other and to become our better self,” she says.
Spilbeler agrees, and sees the group as a safe space to help women who face unique challenges, such as caring for their families while also developing in their careers and managing their businesses.
“The way in which we speak to each other and uplift and support each other can oftentimes be much better done in the company of other women,” Spilbeler says. “…There’s something very unique about a sisterhood or a relationship with another woman who just gets it.”
The group’s first meeting at SAF’s convention was informal. Women shared their experiences in the industry and discussed the future of the group. Spilbeler and Roeser left the floor open for networking and discussions about what they wanted the group to be.
Mimi Martinez-Pacheco, a marketing communications specialist at Jet Fresh Flower Distributors who attended the kick-off event, said what excited her most about the group is the opportunity for mentorships and community building — something that is especially important to the Next Gen.
“Being able to offer support and receive help from others in this industry is incredible,” she says. “When I first began, I struggled to connect at trade shows and events. Being part of a safe and diverse group — including individuals from different parts of the industry and various generations — can truly make a difference not only to the Next Gen, but to all.”
Roeser and Spilbeler plan to focus the group’s efforts on providing educational resources, creating connections, and hosting meetups and meetings with expert speakers. There are also plans to start a book club with literature that focuses on various themes such as leadership, community, creativity and innovation.
For more information about Women in Floriculture, click here.
Roxy Ekburg is a contributing writer for the Society of American Florists.
