Florists across the Northeast got the ultimate holiday prep just in time to put the advice to work for a prosperous finish to the year.
SAF’s 1-Day Profit Blast in Somerset, New Jersey, delivered expert advice and practical tips to 138 attendees, equipping them to tackle one of the busiest times of year. The event was sponsored by DV Flora and Flower Shop Network. Through engaging education sessions and valuable networking opportunities with suppliers and peers, participants left the Nov. 5 event ready to make changes that will boost holiday profits.
“I will not overstuff arrangements,” says Ed Deguzman of E&e Flowers in Edison, New Jersey. He, like many other florists, also left the event with plans to increase delivery prices, a tip he picked up during the “Lost in Space: Where are Your Profits?” session by Derrick Myers, CPA, PFCI, of Crockett, Myers & Associates.
Others were eager to try new design techniques they learned from Floral Underground’s Derek Woodruff, AIFD, CFD, CF, PFCI, whose session focused on how florists can push their boundaries to become more creative and dynamic floral designers during his “Make it Work” session. And the “Celebrating Life Through Design” presentation from Patience Pickner, AAF, AIFD, PFCI, taught attendees about the latest in sympathy design styles, trends, and products.
The supplier showcase gave Kiersten Bechtoldt of Koch Florist & Gifts in Middletown, New Jersey, an opportunity to connect with her wholesaler and see new products to spruce up holiday designs.
“I learned so much about the product I sell in my shop daily, including where the growers are located and their practices,” she says. “I am so grateful for the way I could experience all the specialty products.”
Attendees were equally excited about the camaraderie that was fostered throughout the day.
“I just loved it. Everyone was so nice, and it was easily one of the most impressive groups of people I’ve ever met,” says Lola Krueger, a recent graduate of New York University who studied art and entrepreneurialism. “I just want to see how far this industry can go and see everyone succeed.”
May Bernhardt of May Flowers of Reston Town Center in Reston, Virginia says all florists, no matter where they are in their careers, can to take advantage of the learning and connection that happens at Profit Blasts.
“This conference is a must-go-to event for all floral retailers,” says Bernhardt. “We’re all meeting with the same goal in mind — having a well-run flower business and enjoying beautiful flowers all the time.”
Kenya McCullum is a contributing writer for the Society of American Florists.
