2024 STARS OF THE INDUSTRY AWARDS RECOGNITION
About the Awards
Sylvia Cup Design Competition
Established in 1967, the Sylvia Cup is the longest running, live, national floral industry design competition. It is dedicated to Sylvia MacGuffog Valencia, AAF.
Century Award
Honors companies serving the industry for 100 years or more.
President’s Award
Honors an individual who exemplifies devotion and dedication to the floral industry.
Alex Laurie Award for Research and Education
Named for the eminent floriculture researcher Alex Laurie, it honors a researcher or educator who has contributed significantly to the advancement of floriculture studies.
Tommy Bright Award
Salutes a PFCI member for lifetime achievement in floral presentation. It is named after Ethel “Tommy” Bright whose motto “Learn More, Teach Others” embraces PFCI’s objectives.
Paul Ecke, Jr. Award
Recognizes exemplary devotion to professionalism, the industry and the local community. See a list of prior honorees below.
Next Gen Rising Star Award
Celebrates a young floral industry professional (ages 45 and under) for professional achievements and commitment to the industry.
Floriculture Hall of Fame
This is the floral industry’s highest honor. An honor that celebrates a lifelong commitment, impact, and innovation in the floral industry.
Recognition
Awards Experience Sponsored By:
2024 Awards Committee
- Traci A. Dooley, AAF (Chairperson)
- Chris Drummond, AAF, PFCI
- Marvin Miller, AAF
- Renee Tucci, AAF, AIFD, CFD, PFCI
- Mike Black
PFCI Board of Trustees
- Michelle Headrick, AIFD, CFD, FDI, PFCI (Chairperson)
- Laurie D. Lemek, AAF, AIFD, CFD, PFCI
- Adam Havrilla, AAF, AIFD, CFD, ICPF, PFCI
- Christopher Norwood, AAF, AIFD, CFD, PFCI
- Rocio Silva, AIFD, CFD, PFCI
- Lynne Tischler, AAF, AIFD, CPFD, EMC, PFCI
Annual Convention Committee
- Erin Brotherton
- Erin Bruno, AAF
- LaToya Ferguson
- Valerie Crisotomo
- Jessica Kegerreis
- Monty Pereira
- Christine Guenther, AAF
- Kelsey Thompson
- Lori Wilson
- Mimi Martinez-Pacheo
Convention Design Team
- Lorraine Cooper, AAF, AIFD, PFCI, NDSF (Design Chair)
- Bill Hattel, AIFD, PFCI, CFD
- Robyn Arnold, AIFD, CFD
- Carrie Moore, AAF
- Andie Muller, AIFD, CFD, FSMD, PFCI
- Steven Santos, AIFD, CFD
- Kathy Jones, AIFD, PFCI
- Corey Harbour, AIFD, PFCI, NAFD
Inductions
2024 AAF Inductees
The American Academy of Floriculture: members share an honor that can be achieved only by those meeting the Academy’s high standards of service to their industry and their community. The stringent requirements of the Academy make AAF status a distinction recognized throughout the industry.
Abel Gonzalez Menico, AAF, AIFD, PFCI, TMF
Abel Gonzalez Mencio, AAF, AIFD, PFCI, TMF, leads Casa Granada Floral in La Feria, Texas and has been in the floral industry for over 42 years. His career began in 1982, evolving through ventures such as Gonzalez Floral Studio and Bloomers Floral. Abel’s accolades include certifications from the Houston School of Flowers, AIFD accreditation, and the title of Texas Master Florist (TMF). Actively engaged in industry associations like the Texas State Florists’ Association and the Louisiana State Florist Association, he fosters education and innovation. Abel’s community service spans roles in local churches and organizations such as the Cameron County Conservatives.
Bridget Joslin, AAF, AIFD
Bridget Joslin, AAF, AIFD, brings 28 years of floral expertise as the Owner of Bridget’s On The Square in Magnolia, Arkansas. Her career began in 1993, spanning ventures like Bridget’s Holiday Shoppe and Gifts on Wheels Baskets and Florals. Bridget holds a range of degrees and certifications, including from Southern Arkansas University, Louisiana State University, and AIFD, with ongoing education from Teleflora and specialized courses with the German florist Gregor Lersch and Floriology. Actively involved in community service, she serves as director of the Magnolia-Columbia County Chamber of Commerce and president of the Downtown Magnolia District. Bridget’s commitment extends to organizations like Magnolia Arts and the Magnolia Blossom Festival. Her accolades include recognition from the Chamber of Commerce and Banner News for outstanding business and floral design. Bridget’s dedication to community outreach encompasses support for animal protection services and sponsorship of local events benefiting seniors and children’s healthcare.
Christine Guenther, AAF
Christine Guenther, AAF, is the owner of WildFlower in Glen Burnie, Maryland. Graduating from Cornell University with a Bachelor of Science in Hospitality Administration, Christine brings a wealth of knowledge to her floral endeavors. Her commitment to ongoing education is evident through training with Dale Carnegie International and Franklin Covey. Christine actively participates in the Society of American Florists’ events, Teleflora classes, and GravityFree’s FlowerManager retreats. Beyond business, Christine contributes to her community as a volunteer with organizations such as the Girl Scouts of Central Maryland and Chesapeake Montessori School. Christine’s multifaceted expertise and dedication make her a valuable asset to both the floral industry and her local community.
Ralph Giordano, AAF, AIFD, FSMD, FPCF, CEJ, PFCI
Ralph Giordano, AAF, AIFD, FSMD, FPCF, CEJ, PFCI, is the president and owner of Giordano’s Floral Creations in Fort Pierce, Florida, with over 30 years of experience in the floral industry. He began in 1991 with roles at Flowers by Ann Smith and Nichole Louise Florist before founding his own establishment in 2002. Ralph’s dedication to continuous learning is seen through certifications from the Teleflora Education Center and the Floriology Institute. Ralph is an active contributor to his community, serving on decorating committees for organizations like the United Way of St. Lucie and Family Meals. Despite his contributions, Ralph remains humble, preferring to “let others take the spotlight.” His commitment to both his craft and community exemplifies his passion for making a difference.
Wendy Jones-Rockcastle, AAF
Wendy Jones-Rockcastle, AAF, is the owner of Rockcastle Florist. She’s encompassed diverse roles from sales to creative direction. Wendy’s commitment to ongoing education is seen through her involvement with Teleflora and the Society of American Florists, where she has held leadership positions. She stays current with industry trends through her participation in peer groups like Next Level Florist and SAF conferences. Wendy is an active contributor to her community, serving on boards and mentoring young entrepreneurs. Her dedication has been recognized with awards like the Chamber of Commerce Business Person of the Year.
Rodney Crittenden, AAF
Rodney P. Crittenden, AAF, is the CEO of Great Lakes Floral Association and brings 41 years of experience to the floral industry. In 1996, Rodney established RP Crittenden & Co. before joining the Michigan Floral Association, now known as the Great Lakes Floral Association. Educated at East Grand Rapids PS and Northern Michigan University, Rodney’s continuous learning extends to sessions at the Michigan Society of Association Executives and participation in industry conventions like the Society of American Florists and the organization’s Congressional Action Days. As an active member of the Capitol Club of Lansing. Rodney’s dedication to ongoing education and industry engagement underscores his commitment to advancing the floral trade.
Ryan Black, AAF
Ryan Black, AAF, is the marketing and media director at Jet Fresh Flower Distributors and Jet Fresh Flower Growers, S.A. Since 2012, he has been at the forefront of transforming the wholesale flower industry through innovative marketing strategies. Ryan crafts compelling marketing content for Jet Fresh Flowers and affiliated brands, leveraging graphic designs, self-produced videos, and impactful trade show presentations to achieve global acclaim. With a fourth-generation background in the flower industry, Ryan’s hands-on experience spans wholesale operations, event installations, and retail management, providing him a comprehensive understanding of the market. His journey began with a B.A. in Communications from Florida Atlantic University, focusing on computer animation and graphic design, which laid the foundation for his creative approach to marketing. His dedication to innovation and excellence continues to shape the company’s trajectory as a leader in the floral industry.
2024 PFCI Inductees
Professional Floral Communicators – International is the industry’s premier speakers bureau. Its members are leading experts, speakers and educators. The PFCI designation signifies excellence in floral presentation and communication.
Amy Neugebauer, AIFD, PFCI, TMFA
Amy Neugebauer, AIFD, PFCI, TMFA, is the owner of A. Neuge Design in Conroe, Texas. Her desire to tap into her creativity led her to become a floral designer for the Blooming Idea in the Woodlands, Texas in 2010. While at the Blooming Idea, she earned her Texas Master Florist Advanced, AIFD, and AIFD Evaluator certifications. Amy credits the pandemic to pushing her to reach others through the love of flowers and flower artistry.
Benjamin Lee, AIFD, KMF, PFCI
Benjamin Lee, AIFD, KMF, PFCI, is the owner of Benjamin’s Flowers and Gifts in Frankfort, Kentucky. He began his career in the floral industry at a young age as a FFA student at Apollo High School in Owensboro, Kentucky, where his love of flowers and design bloomed. Ben has won numerous state and regional design contest and is the only person to win Kentucky Designer of the Year twice. Ben is a Kentucky Master Florist and was inducted into AIFD in 2007. He has presented stage programs across the state and southern region and loves sharing his joy for floral design and the industry as a whole. Ben has served as the Teleflora Kentucky Derby Unit president and the president of the Kentucky Florist Assocation.
Cheryl Vaughan, CFD, PFCI, TMFA
Cheryl Vaughan, CFD, PFCI, TMFA, has owned Creative Petal Designs in Dripping Springs, Texas, since 1997. Cheryl is a strong believer in continuing education and has a passion for sharing her expertise with others. She is an instructor and presenter for Texas State Florists’ Association and shares her wealth of knowledge through workshops, seminars, and mentoring programs. Whether teaching beginners or seasoned professionals, Cheryl fosters a supportive learning environment for students to flourish.
Sarah Ekberg, AIFD, PFCI
Sarah Ekberg, AIFD, PFCI, is the owner of Lazy Acres Decor & Floral in Wakefield, Nebraska. She has been a florist in her small town for 18 years and believes small town florists can do big things and are vital to their communities. Her business is proof that if a business owner supports their community, the community will support them as well. Sarah has a passion and love for her industry and will forever be a student. If she is not in her workspace, she can be found in her garden. Along with raising flowers, Sarah and her husband, Ryan, raised two daughters and are now empty nesters allowing even more time for her to continue learning and teaching on her floral journey.
Teia Bennet, PFCI
Teia Bennett, PFCI, is the owner and designer at Blumen-Meisters Flower Market in New Braunfels, Texas. She is a small-town florist who specializes in everyday designs and especially enjoys producing florals for intimate and lavish events. She has honed her craft over the last nine years. She has an eye for detail and a commitment to excellence, dedicated to bringing her clients visions to life one bloom at a time. She has been active with the Texas State Florists’ Association since starting her floral journey. She has recently become an instructor for TSFA and enjoys bringing education to teachers and other florists around the state. In 2022 she was inducted into the American Institute of Floral Designers and has continued to learn the skills to help those around her.
Andie Müller, AIFD, FSMD, PFCI
Andie Muller AIFD, FSMD, PFCI, is the owner and lead designer at The Flower Studio Oxford in Oxford, Florida. She is a floral designer and entrepreneur with over 30 years of industry experience. As an accredited member of the American Institute of Floral Designers, Andie is recognized for her exceptional skill and dedication to artistic excellence. She also holds the Certified Floral Designer title and is a distinguished Florida State Master Designer. Andie is deeply involved in the floral community, serving on the executive boards of the Florida State Florists’ Association International and the AIFD Southern Chapter. She is also the membership director for the Central Florida Wedding Association. Through workshops and seminars, Andie mentors aspiring floral designers, sharing her expertise and passion for the craft. Founder of The Flower Studio, Andie’s innovative designs blend classic elegance with contemporary style, showcased in national and international floral design shows.
Ralph Giordano, AAF, AIFD, FSMD, FPCF, CEJ, PFCI
Ralph Giordano, AAF, AIFD, FSMD, FPCF, CEJ, PFCI, is the president and owner of Giordano’s Floral Creations in Fort Pierce, Florida, with over 30 years of experience in the floral industry. He began in 1991 with roles at Flowers by Ann Smith and Nichole Louise Florist before founding his own establishment in 2002. Ralph’s dedication to continuous learning is seen through certifications from the Teleflora Education Center and the Floriology Institute. Ralph is an active contributor to his community, serving on decorating committees for organizations such as the United Way of St. Lucie and Family Meals. Despite his contributions, Ralph remains humble, preferring to let others take the spotlight. His commitment to both his craft and community exemplifies his passion for making a difference.
Lottie McKinnon, CFD, PFCI
Lottie McKinnon, CFD, PFCI, is the director of industry relations and education at Teleflora. Transitioning from a career that spanned more than a decade in special events, she joined Teleflora in 2008, quickly advancing in floral design and business education. As Teleflora’s education program leader, Lottie travels nationwide and internationally, attending conventions, competitions, and flower shows, while also supporting the American Institute of Floral Designers. In 2022, she co-created and presented Teleflora’s mainstage program ‘Pulse.’ Lottie also styles bouquets for Teleflora’s holiday campaigns and collaborates on floral design programs for social media influencers and local groups. In 2023, she partnered with the Make A Wish Foundation, teaching bouquet-making classes for Wonderful Company employees, benefiting caregivers in Los Angeles. Her event expertise enriches bespoke designs for weddings and charities, emphasizing product availability and photography. Dedicated to industry growth, Lottie passionately advocates for floral education and advancement.
Award Recipients
Century Award
South Side Floral Shop, Scranton, Pennsylvania
Founded in 1924 by John F. Stankowski in Scranton, Pennsylvania, South Side Floral Shop began as a florist and later expanded into landscaping. Initially serving homes, their landscaping projects grew to include large-scale commercial jobs such as schools and parks. After John F. Stankowski’s passing in 1956, his wife Jenny managed the shop alongside their son, Leon F. Stankowski Sr., a Penn State horticulture graduate.
In 1978, upon Jenny’s passing, Leon Sr. took over the business until his death in 1994. The business then passed to his children, John and MariJane, who continue to operate it today. While they no longer offer landscaping services, they operate the flower shop and maintain a greenhouse for bedding plants, planting over 100 cemetery graves by Memorial Day each year. South Side Floral Shop remains a fixture in Scranton and its surrounding communities and is known for its dedication to serving customers with quality products and personalized service.
Fallon’s Flowers, Raleigh, North Carlonia
Fallon’s Flowers, established in Raleigh, North Carolina in 1919 by the Fallon family, is North Carolina’s oldest florist. Originally growers, they were renowned statewide for their roses and flowers. Over the years, Fallon’s grew in prominence, moving to different locations including the historical Haywood building on Fayetteville Street. In 1986, the business was sold to Bob Wynne, who had a long history with Fallon’s, and later to Gerald Stevens in 1998.
In 2001, Brian and Erin McCarthy, third-generation florists, acquired Fallon’s Flowers, emphasizing customer care and community service. They modernized operations, relocating one store and renovating another iconic location. Today, Fallon’s remains a cornerstone in Raleigh and is known for its exceptional service, fresh products, and commitment to exceeding customer expectations.
With roots deeply embedded in Raleigh’s history, Fallon’s Flowers continues to evolve, embracing technology and adapting to changing customer needs while maintaining its century-long tradition of quality and service.
Memorial Florist & Greenhouses, Appleton, Wisconsin
Since 1923, Memorial Florists & Greenhouses in Appleton, Wisconsin has been a cornerstone of floral excellence. Founded by Richard Aykens as Sunny Side Floral on Wisconsin Avenue, the business relocated in 1936 and evolved into Memorial Florists & Greenhouses, Inc. under the leadership of Harold R. Aykens. Four generations of the Aykens family has contributed to making Memorial Florists thrive by emphasizing personalized service and attention to detail.
Throughout its history, Memorial Florists expanded to multiple locations and established a reputation for quality. Despite challenges such as a significant fire in 2002, which resulted in a temporary relocation, the business persevered and reopened stronger than before. In 2018, Robert T. Aykens and Mary Aykens-Jurgella took over, ensuring continuity and innovation.
Today, Memorial Florists remains a leader in the industry. As they reached their centennial in 2023, their commitment to delivering the freshest flowers and highest quality service continues to define their legacy in their community and beyond.
Baker Florist, Dover, Ohio
Established in 1924 by Roy and Hazel Baker in downtown Dover, Ohio, Baker Florist has flourished as a cherished family-owned business. The shop relocated to its current location at 1616 N Walnut Street just two years after its founding.
Over four generations, the Baker family has stewarded the business with dedication and passion. In 1978, Rick and Karon Baker took over from Rick’s parents, Dick and June Baker, who had lovingly operated it since 1958. In July 2016, Dalene Baker, representing the fourth generation, assumed ownership, continuing the legacy of exceptional service and floral expertise.
Baker Florist remains a pillar in the community, renowned for its commitment to quality and customer satisfaction. With deep roots in Dover and beyond, the shop continues to thrive under Dalene’s leadership, honoring its rich history while embracing innovation in the floral industry.
Alex Laurie Award for Research and Education
Dr. Paul R. Fisher, Ph.D.
Dr. Paul R. Fisher, Ph.D., an internationally renowned researcher and consultant on floriculture and horticulture sciences, and greenhouse and nursery production, is the 2024 recipient of the Society of American Florists’ Alex Laurie Award. This award celebrates individuals who have made broad-scope, long-lasting contributions to floriculture research and education.
Dr. Fisher, a native of New Zealand, received his Ph.D. in horticulture from Michigan State University in 1995. He is a professor in the University of Florida’s Environmental Horticulture Department. He also serves as the extension lead for Greenhouse Training Online, a series of professional floriculture development courses offered through the university in both English and Spanish.
In addition to teaching, Dr. Fisher has dedicated his career to floriculture research. He works with academics and professionals to identify and solve issues affecting the floriculture industry, such as creating more sustainable water management practices and developing resilient floriculture crops for a changing climate. He has helped establish organizations for floriculture research, including The Floriculture Research Alliance, a university-industry partnership that works to develop science-based solutions to current sustainability issues.
Dr. Fisher has authored hundreds of research articles. Industry professionals herald his writing for its clarity and accessibility. He has used his research to develop websites and online tools and training materials to help growers cultivate better, more sustainable crops and be better stewards to the environment. His research articles and projects have garnered awards from various organizations, including the OFA (The Association of Horticulture Professionals) and the American Society for Horticultural Science.
Paul Ecke Jr. Award Recipients
Floriculture Hall of Fame