Speaker: Theresa Colucci, AIFD, PFCI, Meadowscent

You don’t need premium flowers to create extraordinary designs — just creativity and strategy. In this dynamic design program, discover how long-lasting, classic blooms like carnations, alstroemeria, chrysanthemums, lilies, dianthus, and gladiolus can transform your everyday offerings and boost your bottom line.

This practical, design-focused program demonstrates how timeless flowers can deliver modern style, customer delight, and outstanding profitability using on-trend color stories and clever substitutions that mimic high-demand blooms.

You’ll Learn:

• How to design with everyday flowers to create high-impact, high-profit arrangements customers will love.
• Insights into new and improved varieties — including modern colors, forms, and textures — that elevate traditional stems.
• How to extend vase life, control costs, and strategically price your designs for maximum return.

Speaker: Molly Meulenbroek, Studley’s Flower Garden

You have sales reports, website statistics and customer data—but what are they actually telling you? Learn how to use AI to turn the information you already have into practical insights that can guide merchandising, marketing and other business decisions. Through real-world examples, see how you can start with one question and one report, then layer in additional data to uncover deeper insights and opportunities. No advanced Excel or AI skills required.

You’ll Learn:

• Start small: Learn how to ask the right questions and use a single business report with AI to uncover useful trends, opportunities and areas that deserve a closer look.
• Connect the dots: See how combining sales, website and customer purchase data can reveal insights you might miss when looking at reports individually.
• Turn insights into action: Discover how to use what you learn to make smarter decisions about product mix, merchandising, marketing, purchasing and more.

Speaker: Patience Pickner, AIFD, PFCI, SDCF

Sponsor: Flower Shop Network

With staff time being limited, retailers need to learn new, efficient ways to produce and sell profitable holiday arrangements — and if you can do that while also delivering on the consumer’s interest in sustainability, you’ll truly set your brand apart and enjoy increased loyalty. Learn time-saving tools and techniques for creating gorgeous Valentine’s Day arrangements using earth-friendly materials.

You’ll Learn:

• New techniques for creating Valentine’s Day designs with high impact and minimal product.
• How to use and design with the latest foundation media on the market.
• Producing and selling profitable arrangements using sustainable items.

Speaker: Derrick Myers, CPA, Crockett, Myers & Associates

Three of the most important aspects of running a profitable flower shop are controlling your cost of goods sold (COGS), forecasting your sales and cash flow. This program will cover best practices to controlling COGS in order to maximize profits. Plus learn how forecasting your sales and cash flow allows you to plan ahead in all areas of your business and alerts you to potential cash shortages. Forecasting is important because it allows you time to react in any economic environment.

You’ll Learn:

• Best practices to control COGS in your business.
• Simple ways to forecast your business sales.
• How to forecast your cash flow.

Speaker: Kelsey Thompson, AIFD, PFCI, Petals and Profits

Sponsored by: Flower Shop Network

Trend timelines have changed drastically in recent years due to the use of social media, and some trends can even rise and fall overnight! To capitalize on upcoming Holiday and Valentine’s Day trends, prediction and procurement is important. In this design program, learn what’s coming down the trend pipeline for 2027 and 2028 so you can get ahead of the curve.

You’ll Learn:

• The hot color palettes for 2027 AND 2028.
• How to translate trends to elevate your sales.
• The latest in design styles and trend-supporting products.