Talmage McLaurin began his floral career in a family-owned flower business. In 1990, he launched a 23-year career in floral publishing, during which he contributed to more than 400 issues of Florists’ Review and Super Floral magazines and was featured in more than 20 books for florists as the creative director and publisher for Florists’ Review Enterprises.

He was inducted into American Institute of Floral Designers (AIFD) in 1988 and has made eight presentations at their National Symposiums. In 2008, Talmage received the AIFD award of Distinguished Service to the Floral Industry.

Talmage resides in Ft. Lauderdale and is part of the creative team at Sunshine Bouquet in Miami.

Sam Bowles serves as general manager and creative director for Allen’s Flowers and Plants in San Diego, CA and is also a business coach with FloralStrategies, a company focused on improving florists’ confidence and customer service skills. Earlier in his career, he spent several years working at some of the biggest retail operations in the industry, including Nanz and Kraft in Louisville, Kentucky and QG Floral in New York City.

Jim leads FloraLife and Grower divisions for Smithers-Oasis along with companywide research. A recognized leader in the research and development of postharvest care and handling products, Jim has been in the floral industry for more than 30 years. During that time, he has worked on every continent except Antarctica, spending time in over 33 countries in the world, working with the flower and plant markets. His contributions have included work on improving manufacturing procedures for care and handling products, innovative approaches for crop treatments, and developing products for all stages of transport care, from grower to end-consumer. 

Jim has published many articles on trade within the floral industry. He co-authored the Flowers and Plant Care manual published by the Society of American Florists and wrote the FloraLife® Care and Handling manual. He has conducted seminars on care and handling around the world, educating growers, transportation companies, and a wide range of retailers including wholesalers, supermarkets, big box chains and independent businesses. Jim has served on numerous committees for the Society of American Florists, including the Wholesale Council, and the American Floral Endowment. 

Jim holds a Bachelor of Science in Chemistry & Mathematics from Elmhurst College, a Masters of Science degree in Biochemistry from Illinois Institute of Technology, and an MBA from the New York Institute of Technology. He is the Vice President of Global FloraLife & Grower Operations and Corporate Research for Smithers-Oasis, a leading worldwide manufacturing, sales and marketing company of floral, postharvest and grower products in the floriculture industry. 

A native of Illinois, Jim currently resides in the South, splitting his time between Walterboro, South Carolina and Kent, Ohio. 

Russ Griffin is the owner of Griffin’s Floral Design & Windshops with multiple locations around central Ohio.  Russ started in the floral industry in 1990 as a sophomore in high school just looking to make some extra money on Valentine’s Day. Much to his surprise, like so many others in the industry, he has become a lifer.  The business at that time was “Flowers By Rick” and was founded in 1985 by the Claprood family. Russ continued to work for the Claprood family on a part-time basis while going through college.  He graduated with high honors and holds both a degree in Law Enforcement from Columbus State Community College and a bachelor’s degree in Public Safety Management from Franklin University in Columbus, Ohio.  Russ spent three years in Law Enforcement as a Reserve Police officer and a short stint as Full-time Police Constable; only to find himself eventually back in the floral industry full-time. In 2000, Russ purchased the shop that he worked at in high school.  Over the years the business grew and today Griffin’s comprises four individual shops that have been serving the central market for decades. He handles all of the daily operations of the business including marketing, buying, and financials.  Russ has been a member of SAF for over 20+ years, a donor to the American Floral Endowment, A Rotarian, Chamber of Commerce member, and serves on various local community boards such as the YMCA advisory Committee and The Rotary Free Enterprise Academy.  He has even had the opportunity to display his talents at the Rose Bowl Parade in Pasadena, CA. Russ lives in Pataskala, Ohio with his wife Sarah of twenty years along with his son Parker and daughter Liliana.  

A native of North Carolina, Dr. Charlie Hall received a B.S. in Agricultural Economics from the University of Tennessee in 1984, a Master’s Degree in Ornamental Horticulture and Landscape Design from the University of Tennessee in 1986, and his Ph.D. from Mississippi State University. He began his academic career at Texas A&M University in 1988, where he spent 13 years on the faculty before joining the faculty at the University of Tennessee in 2002. In August 2007, Dr. Hall returned to Texas A&M University as Professor and Ellison Chair in International Floriculture.

Dr. Hall’s expertise is in the production and marketing of Green Industry crops. He is nationally recognized in academia and among the horticultural clientele he serves. His major research, teaching, & extension areas of specialization include strategic management, market situation/outlook, cost accounting, and financial analysis for Green Industry firms.

Dr. Hall currently serves as the Chief Economist for American Hort and Co-Chair of the Advisory Council of Seed Your Future. He is former President and Past-President of the board of directors for America in Bloom. He received the Paul Ecke, Jr. award from the Society of American Florists for professional contributions to the floral industry and the Porter Henegar Memorial Award from the Southern Nursery Association for significant contributions to ornamental horticulture research and to the Southern Nursery Association.

He is an Honorary Lifetime Member of the Texas Nursery and Landscape Association and has received TNLA’s Award for Outstanding Service to the Nursery Industry. He is also a member of the Hall of Fame and Honorary Lifetime Member of the Tennessee Nursery and Landscape Association. Dr. Hall has received Texas A&M University’s Association of Former Students’ Distinguished Achievement Award in Teaching and the Vice Chancellor’s Award in Excellence for Student Counseling and Relations. He is a member of Alpha Gamma Rho agricultural fraternity and has received their Grand Presidents Award and Brother of the Century designation.

Holly is a world traveler who has been involved in the floral industry since birth. She studied Supply Chain Management in college, and describes herself as a business woman at heart, and an artist on demand. After spending years working for a Fortune 500 company, she went on to backpack and live nomadically around the world. Holly has worked in flower shops in Singapore and Australia, and brings a global perspective to her local family flower and gift shop, Kennedy’s, in Grand Rapids, Michigan.  

Born into a florist family in Baton Rouge, LA, Ben has been in and around the flower industry all of his life and joined Billy Heroman’s Flowerland full time in 2003. Prior to joining his family’s business, Ben earned a B.S. in Finance from Louisiana State University, spent two years in Commercial Banking and Underwriting with Capital One Bank, and earned a Masters in Business Administration (MBA) from the Goizueta School of Business at Emory University in Atlanta.  In his twenty years at Billy Heroman’s, the company has grown significantly with revenue and team size both growing by more than a 4x multiple.  Although he has spent time in all areas of the business, Ben currently oversees all company Finance, Human Resources, and Operations, with a particular focus on Manager Development.  Additionally, Ben launched Edge Floral Advisors in 2023, an industry specific consulting business aimed at helping retail florists “sharpen their Edge for success.”

Julie Keyes is a Business Consultant and Certified Exit Planner based in Central Minnesota. Her company, KeyeStrategies has worked with business owners of private companies since 2012.  Julie’s been an entrepreneur herself for many years and has won numerous national awards for her work in exit planning.  

She a member of the Exit Planning Institute’s Thought Leadership Council and faculty, as well as a contributor to its online Academy. She instructs business owners and advisors from across the country on topics related to exit planning, strategic growth and most recently Artificial Intelligence applications. 

Her speaking and teaching engagements for various professional organizations include but are not limited to: Exit Planning Institute,  Independent Electrical Contractors Association, MN State Bar Association, MN Society of CPAs, NAIFA, Women in Insurance and Financial Services, Edward Jones, Financial Planners Association, National Association of Women Business Owners, RBC, Merrill, Independent Business Brokers Association, Lincoln Financial Services, Midwest Business Brokers and Intermediaries, LeClair Group, Principal Financial Group and Frost Bank. She has produced several online programs for owners and advisors, both of which can be found on her website.   

In addition to teaching and consulting, Julie’s also an author and podcaster. You can find the 2nd Edition of her book “Poised for Exit” on Amazon and Barnes and Noble. Her podcast also called “Poised for Exit” is in its 6th year, with weekly episodes that feature owners and advisors sharing stories, best practices and advice. The show is featured on Apple, Spotify, iHeart, and Google Podcasts.

Denise LaFrenier, SPHR, is the Senior Human Resources Specialist for Family Flowers. She has over 15 years of experience as an HR professional and has spent the last few years learning and working in the floral industry.

Brent Leech AIFD CFD is a Freelance Floral Artist in Phoenix, Arizona. He has been an active member of the American Institute of Floral Designers for the past 37 years, currently serving as the National Vice President and soon to be the National President-Elect. 

Brent, a former floral business owner from Geneva, IL, has assisted with floral designs at the White House, the Academy Awards, and the Tournament of Roses Parade. He was also a guest instructor at the American Floral Art School in Taipei, Taiwan. 

Since relocating to Arizona in 2022, Brent has been actively involved in the local FFA programs, providing floral demonstrations to chapters that offer floral design in their curriculum. He was the lead in the FFA 2025 Spring Conference floral design competition at the University of Arizona in Tucson, which had 100 FFA students in attendance. 

Kevin McCarthy is the fourth generation of the McCarthy family to work in the floral business in Alpharetta, Georgia. He grew up working in his parent’s flower shop in northeastern Pennsylvania. He graduated from the University of Georgia and previously managed Bloody Point Golf Club & Resort, a boutique beach resort in South Carolina, before working full time in the family flower business. In 2003, McCarthy’s enthusiasm for the floral industry won him a spot on the FTD float in the 114th annual Tournament of Roses Parade. McCarthy recently became President of Family Flowers, formerly known as McCarthy Group Florists, and oversees family-owned flower shops in 10 states, executing the company’s mission to deliver love. Despite Family Flower’s expansion from a single shop to over 20 locations, Kevin believes in honoring his family legacy by giving the same personal attention to every customer just as the company has done since 1952.

Klair McDermott, AIFD, PFCI, is a passionate floral designer, brand founder, wife, and mother. She earned a degree in Horticulture from the University of Connecticut in 2007, was awarded the Mosmiller Scholarship through the American Floral Endowment, and furthered her education through the New York Botanical Garden’s Floral Design program. Klair has owned a floral shop in Connecticut and collaborated with prominent designers in New York City. 

For over a decade, she served as the creative lead for an international floral company, specializing in product design, development, and sales for fresh-cut flowers in mass-market channels across the U.S. 

Klair brings her expertise to the Fresh Path team, applying her knowledge to drive innovation, foster industry connections, and contribute to the team’s ongoing success in this next chapter of her professional journey.

As Executive Vice President/CEO, Kate Penn leads, directs and manages day-to-day activities for SAF and is responsible for developing the overall strategic positioning for the organization. She joined SAF in 1987 as a writer and editor, and then held positions as editor-in-chief, publisher, vice president of publishing and communications, and chief content and publishing officer. Kate has a B.S. in journalism from Bowling Green State University.

Born and raised in Hilo, Hawaii, Monty graduated with Honors from the University of Hawaii-Manoa College of Business with a degree in accounting. After passing the CPA exam and working in public accounting for two local CPA Firms, Monty left public Accounting for Watanabe Floral as their Accountant. After a few years, Monty migrated away from Accounting becoming the Sales and Marketing Director and later adding the title of General Manager. In 2009, Pacific Business News recognized Monty as one of Hawaii’s 40 Under 40 and in July 2023, recognized as one of Hawaii’s Community Givers by Pacific Edge Magazine. He is enormously proud of the team at Watanabe Floral, voted Hawaii’s Best Florist by the Honolulu Star Advertiser 2003-2023, Best of Hawaii by KITV, 2020-2023 and a Retail Merchant of the Year honoree as well. Monty is an advocate for businesses role in working for and with the Community.  

Away from Watanabe Floral, Monty is the Chairman of the Leeward YMCA Board of Managers and President of the Alaka’i Networking Roundtable, a Business Networking group. Monty is married to Lori Pereira and has two daughters, Tiana (24) and Crystal (21). 

Keith Rockcastle is owner and president of Rockcastle Florist, a 71Year old family-owned business in Rochester, New York. He earned a bachelor’s degree in engineering from Rochester Institute of Technology. His expertise includes financial management, inventory management, informational technology, and care and handling. Rockcastle has served as president of the Associated Florists of Greater Rochester, the Rochester Delivery Cooperative and of the Greece Rotary Club. He has been awarded Business Person of the Year by the Greece Chamber of Commerce and named a Paul Harris Fellow and one of the Teleflora Top 50. 

Kelly Shore has been in the floral industry 25 years.  She started in a retail shop in Champaign, Illinois during college in 2000 and then went on to start a wedding & event design company, Petals by the Shore, in the Washington, DC area in 2011.   

She started sourcing local flowers from her many community flower farms in Maryland & Virginia in 2012, created a few self funded projects the few years following and became aligned with Slow flowers & Certified American Grown Flowers in 2014. 

Designing a Field to Vase dinner on a peony farm in Alaska in 2017 changed her entire business focus and led her to today and The Floral Source and her focus on origin and educating the design community about where their flowers come from.  

What started as a company solely wanting to connect floral designers with America’s flower farmers through immersive retreats around the country has expanded into a year-round farm direct American grown wholesale company with partnering farms from Florida to Alaska & Virginia to California.  The main focus of The Floral Source is to create accessibility to more domestic botanicals for event florists, retails florists & farmer florists 365 days a year.  

Lenny Walker is vice president of operations for Kennicott Brothers Company in Chicago, Illinois. Walker has spent 42 years in the floral industry and has served on the Floral Management Committee for SAF. His expertise focuses on operations, of course, as well as improving employee culture, educational programs and communication. He has served with the Wholesale Florist and Florist Supply Association as a board member and as a member of the education and logistics committees. He was written articles discussing how wholesalers deliver value as well as their benefit to providing services to local businesses.

Angélique Witcher is currently the Marketing & Content Manager for Accent Decor. With over a decade’s worth of experience marketing B2B brands, and an extensive social media, retail and communications background Angélique leads content & branding efforts for Accent Decor’s tailored segments among their flower, plant, & home customers.

As the IT Director at the Society of American Florists, I bring a strategic and innovative approach to our technology infrastructure. Leading the successful migration of our IT systems to the cloud, I am deeply committed to enhancing cybersecurity measures and ensuring robust protection for our data and networks.

In the rapidly evolving tech landscape, I am a strong advocate for integrating Artificial Intelligence technologies into business operations. My focus lies in harnessing AI’s potential to optimize workflows and drive efficiency, aligning with our organizational goals.

Balancing security, user productivity, and organizational resilience is at the core of my approach. By fostering a culture of continuous improvement and adaptability, I aim to position the Society of American Florists at the forefront of technological advancement in our industry.

Frank is the co-owner of Texas Specialty Cut Flowers, a destination flower farm in Wimberley, Texas. It is recognized for its Big Blue Barn brand and commitment to community by opening their fields to the public to encourage agritourism, education, and direct-to-consumer floral sales, helping connect the public to locally grown flowers and increasing awareness and appreciation for specialty cut flower farming. With nearly 40 years in the floral industry, Frank brings deep expertise in growing, marketing, sales, post-harvest handling, and developing emerging markets. He earned a Bachelor of Science in Horticultural Science from Michigan State. Frank currently serves on SAF’s Growers Council and has held national leadership roles, including board president of the Association of Specialty Cut Flower Growers and as federal affairs chair for American Grown Flowers. 

Jennifer Barnard is the Head of Customer Experience at FiftyFlowers, a strategic and visionary leader in the floral industry with over 25 years of expertise in leadership, marketing, and customer service. Before joining the FiftyFlowers team, Jennifer worked in her family’s retail flower shop, where she gained hands-on experience in all aspects of the floral industry. She holds a bachelor’s degree in business from Friends University and has served as a member of the Society of American Florists Executive Committee, Board, and Retail Council.  Passionate about empowering teams through cutting-edge tools, Jennifer enjoys sharing how AI can streamline processes and elevate customer satisfaction, ensuring every interaction creates joy and value.

Erin Bruno is the Marketing Director for McNamara Florist in Indianapolis, Indiana. She has been with McNamara for nearly nine years and has really enjoyed helping the business grow through her marketing efforts. Erin started learning about the industry at a young age because her father owns a family greenhouse in rural Indiana. Working for McNamara Florist, she has been able to combine her passion for plants and flowers with her love of advertising and marketing. Erin is passionate about branding, strategic communications, and community. She love all things Indianapolis and is always actively seeking ways to support local businesses and encouraging others to do the same. Erin also love traveling, bouldering, hiking, and being outside whenever possible! 

Kate joined SAF in 2020 and is excited to take on SAF’s career development goal to equip growth-minded professionals with resources to create fulfilling careers. She is responsible for developing and implementing SAF’s new career development platform.  She brings to the role more than 20 years of experience in the floral industry with exposure to all aspects of managing a successful retail florist.  Before joining SAF as an employee, Kate was an active member of the association and served as a volunteer leader on the Convention Task Force, Retail Council and Government Joint Council.

Tim Farrell AIFD, AAF, PFCI is an accomplished floral designer, known throughout the United States for his creations of beautiful floral compositions.  His understanding and ability to teach the elements and principles of floral design make him a sought-after presenter for garden clubs, horticultural schools, and retail florist organizations throughout the country.  He opened Farrell’s Florist in Drexel Hill, PA in 1983. Tim’s work has been showcased in the Philadelphia Flower Show as a featured designer in the gallery of AIFD, as a guest speaker for the Pennsylvania Horticultural Society, and as a judge.  Tim’s work has appeared several times in the national publication FLOWERS&.  Tim also designed and produced the stage arrangements for the 2001 Presidential Inauguration Ball in Washington, DC.  In addition to his duties at Farrell’s Florist, Tim also serves as Education Team Senior Advisor and Industry Ambassador for Teleflora in Los Angeles CA. 

Oscar Fernandez is director of sales at Equiflor Corporation in Miami. An industry member for 21 years, he has expertise in business development, sales, marketing, negotiating and strategic planning. Fernandez earned an associate’s degree from Miami Dade Community College and a bachelor’s degree from Florida International University.

Kelvin joined Syndicate in 1987 and has held positions in logistics, transportation, marketing, and sales. Syndicate Sales is a leading manufacturer and supplier of floral hardgoods for the floral market.  Frye is currently the Director of Strategic Partnerships and Industry Relations. He has expertise in sales management, distribution, freight management, and import operations. He currently co-chairs the Floral Council and serves on Tradeshow Committee for the International Floral & Produce Association. He has also served on SAF’s wholesale council, WF&FSA’s Education Committee,  Distribution Committee, and was co-chair of the WF&FSA barcode standardization initiative.  

 Kelvin received his M.B.A from Butler University.  His under- graduate degree is from Ball State University where he has also served as an adjunct professor. 

Christine Guenther is the owner and General Manager of WildFlower | stem + sundry, a progressive retail floral operation with 28 employees and two boutique gift shops located in Baltimore and Annapolis, Maryland. 

 In 2016, she entered the industry with the purchase of a local florist and leveraged her 13 years of restaurant management experience to grow and cultivate what is now the WildFlower brand.  

 Christine lives in Annapolis, MD along with husband & fellow “Local Flower Dealer” Joey and their two children.  

Henry Hays is a leading voice at the intersection of AI and disruption. As the founder and CEO of DisruptREADY, he helps businesses prepare for and profit from radical technological change. With hundreds of keynotes delivered globally, Henry specializes in translating the chaos of innovation into clear, actionable strategies—especially for industries built on tradition. Whether advising Fortune 500 executives or early-stage startups, he challenges leaders to ditch legacy mindsets and get audacious about the future. Hays also is an Adjunct Professor at LSU’s Ogden Honors College where he teaches Computer Science students Development of LLMs and has advised companies like Shell, BASF, Entergy and Ochsner Health Systems on AI strategy. 

With over 10 years in the floral industry, Sheldon has grown up immersed in the world of flowers, working alongside family in my family’s floral shop. Having started in customer service, and now a skilled designer, with 9 years of experience creating stunning floral arrangements. For the past 5 years, he has served as the store manager, overseeing operations and ensuring a high standard of service. Throughout his career, Sheldon has learned from the best—under the guidance of my aunt, the shop owner, and my mom, the former store manager. Passionate about every aspect of the floral industry, Sheldon continues to thrive by constantly seeking new knowledge and techniques to enhance his skills.

A successful entrepreneur with over 40 years of experience in the floral industry, Vonda is widely respected for both her creative talent and business knowledge. Her past accolades include retail shop owner, Teleflora Unit President and Unit Director, college professor, Academy Awards Designer, White House Special Events Designer, and published contributor to Flowers& and Flowers Are Forever. She has been actively involved in AIFD since 1989, including roles on the National Board and Membership Committee, Program Coordinator, and as a Main Stage Presenter. She is the founder and CEO of Flower Clique, proud Teleflora Education Specialist, and co-host of the top floral podcast, The Business & Pleasure of Flowers. Vonda’s excitement for this industry began as a 14-year-old girl sweeping the floors of a flower shop, and her ever-growing passion and dedication will continue for decades to come.

Tracy Parke is a fourth-generation florist and proud manager of House of Flora Flower Market in Hartford, Connecticut. Deeply devoted to her family and community, she keeps the legacy of their small, family-run flower shop moving forward. Tracy is also a living kidney donor—giving the gift of life to her father, the shop’s owner—embodying the same love and dedication she brings to her work.

Michael Pugh is the chief financial officer and co-owner of Pugh’s Flowers in Memphis, Tennessee. An industry member for more than 30 years, Pugh has expertise in financial management, strategic planning, marketing and business development. He has served on the executive committee of the Next Level Floral Group, as secretary of Memphis Metro Plants and as a board member of Fortress Financial. Pugh has served on the board of the Shepherd’s School, is an elder at Woodland Presbyterian Church and a member of his local Chamber of Commerce. He graduated from the University of Memphis and later earned an MBA from Union University.

Seb is a best selling author, top keynote speaker. Having ticked off 77 goals from his own list of 100 things to date, Seb shares his constant evolution, learnings and insights with organizations and associations around the world, creating a ripple effect of inspiration, connection and transformation.

Laura Walsh is the Director of Marketing for Smithers-Oasis North American Floral. Having spent her life in agriculture, she joined the floral industry five years ago and brings over 17 years of marketing experience. Laura has her business undergraduate degree and her MBA from Kent State University. Over the years, LaurLaura a has taught marketing courses at the collegiate level and enjoys coaching and mentoring young business professionals. Laura resides near Smithers-Oasis’ corporate headquarters in Kent, Ohio. She is married to her husband Tim, has a collection of fur babies, and enjoys yoga and floral design.

Eileen Weber, a second-generation florist and Co-Owner of Lake Forest Flowers, brings passion, creativity, and dedication to every arrangement and event. Raised in the floral industry, she earned a Bachelor of Science in Horticultural Production and Marketing from Purdue University before joining her family’s business. She later completed her MBA at Lake Forest Graduate School of Management to enhance her leadership and business expertise.  

Deeply committed to her community and profession, Eileen was inducted into the American Academy of Floriculture in 2014. She is an active member of the Junior Garden Club of Lake Forest and the Garden Clubs of America, as well as a Director at Large. Additionally, she serves as 4th Ward Alderman including Chair of the Finance & Civic Beautification Committees for the City of Lake Forest, IL and chairs the School Advisory Council at the School of St. Mary, where her two sons are students. 

Eileen finds joy in building personal connections and spreading happiness through flowers. Her passion for exceeding expectations and her unique, unforgettable floral designs ensure every event is as beautiful as it is memorable. 

Carma White is a second-generation florist. After graduating from high school she started working full time at the flower shop to pay her way through San Diego State University. After earning her business degree she decided there was no better business to be in than your own.     

She has owned the business since 2000, tripling its wedding business and turning Four Seasons Flowers into one of the prominent flower shops in San Diego. She continues to run the sales and management of the flower shop but also lends her creativity to the design by serving as creative director. During the pandemic, she and staff reimagined the business to navigate the new world and sales grew more than 30 percent. White feels Covid was a true testament to the “real” florist who can express emotions through flowers — a gift she loves to give her customers.       

Sarah LoBue, AIFD, CFD, ICPF, serves as the co-owner and Creative Director at Main Street Florist in Carlinville, Illinois. With over 14 years of experience, Sarah has infused her deep passion for design into every facet of her business, from crafting stunning floral arrangements to pioneering innovative marketing strategies that resonate on social media. 

Inducted into the American Institute of Floral Designers in 2015, Sarah has played an active role in the organization by serving on the AIFD Marketing Committee. Her engagement extends to the state level, where she made significant contributions as a board member of the Illinois State Florist Association for four and a half years, actively shaping the floristry landscape in her community.  

Her true passion shines in her commitment to making floral education accessible to all. Through her engaging social media presence and hands-on teaching approach, she offers a blend of practical skills and creative insights. This empowers both budding and seasoned florists to refine their craft and develop genuine confidence in their artistic expressions. 

Kelsey Thompson, AIFD, CFD is a multi-passionate business owner, designer, coffee addict and customer experience strategist. Her retail shop, Bloom Floral + Home Studio is located in Algona Iowa and is a community staple. Kelsey is the President of her local Chamber of Commerce, and was recently awarded the Algona “Retailer of the Year” as well as the 2022 SAF Sylvia Cup   In addition to teaching hands-on courses and mentoring other florists, Kelsey runs  “Petals & Profits,” which is an online resource and content membership with a focus on helping floral shops with business and marketing. Her podcast “The Retail Florist” can be found on your favorite listening platform. Her true love is education, both as an educator and as a student who is constantly learning and growing.