Jazmin Albarran, Seed Your Future

Jazmin Albarran, Seed Your Future

Jazmin is the Executive Director of Seed Your Future and has over a decade of change and systems management experience. With a solid knowledge of associations and philanthropy, she will bring her skills and expertise in planning, leading, and managing development projects and programs to the movement. She has experience in a broad range of nonprofit organizations, including those focused on crisis support, youth development, and workforce development.

Before taking on her role at Seed Your Future, Jazmin gained experience in volunteer development and created diverse, equitable, and inclusive communities within the camp industry as the Eastern Region Director at the American Camp Association.

Jazmin Albarran, Seed Your Future

Mark Allen, FloraLife, a division of the Smithers-Oasis Company

Mark Allen is the Global Product and Sustainability Manager at FloraLife, a division of the Smithers-Oasis Company. Originally from northeast England, Mark joined the Smithers-Oasis Company fresh out of university with a degree in Business Economics with a primary focus in Operations Management. In 2017, Mark had the opportunity to experience the global reach of the Smithers-Oasis Company and spent a year with FloraLife in Walterboro SC, USA where he was exposed to the floral industry across all continents and segments. From there Mark took the global FloraLife Product Management responsibility  . 

With sustainability becoming an increasing priority, Mark went back to school in 2018 and achieved a qualification in Business Sustainability Management from the Institute for Sustainability Leadership at the University of Cambridge. From there he built the company’s 2025 Sustainability Plan and continues to drive new product innovation and development with sustainability at the forefront. 

 

Jazmin Albarran, Seed Your Future

Amy Balsters, The Floral Coach

Amy Balsters is a classically trained, award winning floral design educator with vast industry experience spanning two decades in retail floristry, weddings and special events. She specializes in teaching the romantic inspired, “loose and airy style” and is the creator of Bouquet Bootcamp®, a comprehensive design course and hands-on workshop. Amy has taught all over the U.S. and has trained thousands of florists how to design more confidently and efficiently using professional design techniques. Amy is currently on a national,10 city design tour, teaching professional hands-on workshops with Mayesh Wholesale, one of the largest floral wholesalers in the nation.

Featured on Design Sponge as one of the “20 Florists to Follow on Instagram,” Amy has won multiple design awards including “Mastery in Principles of Design” chosen by the Senior Style Editor of Martha Stewart. In 2018 Team Flower named her “Designer of the Year”. Amy was also selected as the Mayesh Design Star for the Fall of 2022. Her work has been featured and published in major national and international wedding publications including Martha Stewart Weddings, Once Wed, Florists Review and many more.

Jazmin Albarran, Seed Your Future

Jen Barnard, AAF, Tillies Flower Shop

Jennifer Barnard is the co-owner/manager at Tillie’s Flower Shop in Wichita, Kansas. The shop is a third-generation, family-owned business. Established in 1876, Tillie’s Flower Shop is the oldest business in Wichita owned by the same family, and the second oldest business in Wichita. Barnard earned a bachelor’s degree in Business, Marketing, Computers from Friends University in Wichita. Jennifer has served on the Retail Council since 2018 and the Board of Director’s since 2022.  

 

Chris Bealsis Komet Sales

Chris Beals, Komet Sales

Chris Beals is the CEO of Komet Sales, the leading operations, inventory management and E-commerce solution for the B2B floral supply chain. Chris has spent the last decade focusing on scaling vertical SaaS, marketplace and e-commerce businesses as well as advising startups focusing on the same.

Prior to joining Komet, he was the CEO of WM Technology, the parent company of the largest online cannabis marketplace, Weedmaps, and WM Business, a suite of SaaS solutions for cannabis brands/retailers. During his 7 year tenure, Chris led growth from $35mm to over $200mm in ARR and oversaw the transition of the business from listings into online ecommerce with business in 7 countries and 37 states. During that time, he also built out through acquisitions and internal development the WM Business SaaS suite (e.g. CRM, logistics, embedded ecommerce, in-store display, API engine, B2B marketplace and point-of-sale). He then led the company through its NASDAQ IPO in July 2021. Prior to Weedmaps, Chris provided turnaround and operating advice to SaaS, software and healthcare companies at PE-style credit fund with a focus on complex supply chains and highly regulated industries. He started his career as a technology and life sciences transactional attorney.

Chris Bealsis Komet Sales

Joe Bischoff, Cornerstone Government Affairs

Dr. Joe Bischoff is one of SAF’s lobbyists with Cornerstone Government Affairs in its agriculture and natural resources team. Dr. Bischoff has served on the National Invasive Species Council’s Invasive Species Advisory Committee, National Clean Plant Network and the National Institute of Food and Agriculture. Previously, Dr. Bischoff was with the U.S. Department of Agriculture’s Animal Plant Health Inspection Service and AmericanHort.

Stacie Lee Banks

Stacie Lee Banks, AAF, Lee’s Flower and Card Shop

Stacie Lee Banks is co-owner and president of Lee’s Flower & Card Shop Inc., in Washington, D.C. She’s spent most of her life in the floral industry, beginning when she was just 12 years old. In 2018, she was awarded Small Business Person of the Year by the D.C. Chamber of Commerce. Her business was awarded Best of D.C. for six consecutive years by the Washington City Paper. Banks has served on the SAF Consumer Marketing Committee in the past. She served as president of the Teleflora MD, VA, DC unit in 2000, treasurer in 1998 and secretary in 1997. She received a Bachelor of Business Administration from Howard University. Banks has also served as a board member on many local service groups in the D.C. area.  

Jazmin Albarran, Seed Your Future

Brett Culp

Brett Culp is an award-winning documentary filmmaker whose work inspires audiences to embrace and accept change, empower others, and spark innovation. His in-person and virtual keynotes leave audiences better equipped to master their leadership challenges.  People are not a problem to be solved, but a force to be unleashed. Brett is known for the films Legends of the Knight and Look to the Sky, both of which explore the power we possess to create positive change and work toward a better tomorrow. His uplifting films are featured on Netflix, Hulu, Amazon Prime, and Apple TV. 

Through his groundbreaking documentary work, Brett has pioneered the art of creating “mini-movements” in organizations and communities. He is the founder of The Rising Heroes Project, an initiative that enables people to host film screenings in their local movie theater that benefit the charitable cause of their choice. 

Passionate and energetic, Brett encourages audiences to discover the possibilities within themselves and others, empowering the path to “everyday leadership.” His insights on collaboration, mentorship, and creating engaging experiences help organizations navigate times of change and renew their determination to make an impact together.  

 

Jazmin Albarran, Seed Your Future

Pat Dahlson, Mayesh Wholesale Florist

Pat Dahlson is CEO of Mayesh Wholesale Florist in Los Angeles, Calif.  A full-service wholesale florist, Mayesh has 16 locations across the nation.  As a 33-year veteran of the floral industry, Pat’s primary expertise is in marketing and financial management. Currently, Pat is a member of the SAF Convention Committee.  He also has been a board member and treasurer of the Wholesale Florist and Florist Supplier Association. Pat has been actively involved in programs offered by Vistage International, one of the world’s leading educational organizations for chief executive leadership development. Outside of the floral industry, Pat is board president of Child S.H.A.R.E., an organization that recruits and certifies foster parents and then places foster children with them.  Additionally, Pat is engaged in a national award program called Angels in Adoption that gives an award annually to those individuals making a difference in the lives of adopted and foster children.

Speaker Dareau-Garneau

Bart David, R3THINK

Bart David comes from a Hospitality background fueled by two decades of flower industry experience. Today he runs R3THINK, a customer & team experience design agency that helps its clients differentiate themselves from their competitors. From business optimization to creative innovation that focuses on the flower industry, R3THINK has quickly become the go-to agency for industry professionals.

People that have worked with Bart always describe him as a passionate person fueled with enough energy to R3SHAPE the industry backed by creative tools that leave a positive & lasting impact. Today his latest venture, “The Flower Cure,” also offers customized training platforms to thousands of members worldwide while using its learning metrics & data to R3DESIGN the future.

Speaker Dareau-Garneau

Erin Davidson, McNamara Florist

Erin Davidson 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!

Speaker Dareau-Garneau

Cheryl Denham, Arizona Family Florist

Denham is the past president/CEO of Arizona Family Florist in Phoenix, Arizona. A member of the floral industry for over 15 years, Denham has expertise in financial management including forecasting, tracking, accounting and bookkeeping. She also has expertise in human resources, marketing operations, new business development, sales and community outreach. She has been a member of the SAF Consumer Joint Council and the SAF Convention Task Force, and was awarded Floral Management magazine’s Marketer of the Year Award in 2012 and the National Association for Catering & Events Spirit of NACE Award in 2014.

Speaker Dareau-Garneau

Nicole Donnelly, AI Smart Marketing

Nicole Donnelly is a successful global entrepreneur with a passion for using AI in marketing. With 18 years of experience in marketing, 8 years in AI for marketing, she knows how to leverage AI. Nicole has a strong background in crafting a powerful vision and executing it with her team to grow brands through creative marketing, new tools, and emotion-driven customer experience design.

As a former professional snowboarder, CEO, and mom, Nicole has sought out people who inspire and challenge her to get better in every area of life. She is the author of 3 books, including Rash to Riches: How I Grew BabyLegs from a Home Business to a Global Brand!, The Social Media Playbook, and The Happy Camper Guidebook to a Happier Life.

Nicole has won several business awards, including Seattle’s 40 under 40, Small Business Excellence in International Trade, and many other business awards. Her company BabyLegs won the industry Design Excellence award for 12 years in a row. They were also named one of Seattle’s Best Places to Work and received a national award for Workplace Flexibility. BabyLegs are on display in the Seattle MOHAI.

Speaker Dareau-Garneau

Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers

Chris Drummond is a third-generation florist and president of Penny’s by Plaza Flowers in Philadelphia, Pennsylvania, a multi-store enterprise. He is SAF’s past president and has served on the association’s Retailers Council. He has given numerous speeches for a variety of organizations, including Comcast Corporation, Family and Consumer Sciences Association of Philadelphia, and the University of Delaware. 

Speaker Dareau-Garneau

Daniela Espana, Florverde

Daniela España is the Director of Florverde Sustainable Flowers (FSF), with the firm commitment to contribute to protect the environment and addressing the impacts of climate change. She has more than 8 years of experience in environmental issues and sustainability in different agro-industrial sectors in Brazil and Colombia. She worked at the Brazilian Agricultural Research Corporation EMBRAPA as a member of the project “Genomic Strategies to Add Value to the Oil Palm Production Chain”. Daniela worked in Alpina S.A, the second largest dairy company in Colombia with operations in Ecuador and EE.UU. as the Environmental Affairs, Food Safety and Quality Manager. She also worked in Bio D S.A. as Business Development Director. Bio D S.A. is the Colombia’s Leading Palm Oil Company responsible of Bio-renewable Solutions such as Biodiesel and Sustainable Aviation Fuel (SAF).  

 Daniela holds a Master of Science (MSc) from Universidade Federal de Lavras (UFLA) – MG, Brazil.  in Plant Biotechnology, with several scientific publications. She holds a Master’s in Food Safety from Universidad para la Cooperación Internacional (UCI), Costa Rica, a Bachelor’s Degree in Agribusiness from Universidad del Atlántico, Colombia, and an EMBA in course at Westfield Business School, EE.UU. with the Triple Bottom Line approach in People, Planet and Profit.  

LaToya Ferguson, Sweet Psalms Florist

LaToya Ferguson, Sweet Psalms Florist

Latoya Ferguson is a professional florist and President of Sweet Psalms Florist in Conyers, GA.  Her business slogan is ‘Creating floral harmonies and lasting memories’.  In 2022 she was awarded and recognized by “Best of the Best” as the best florist in Rockdale/Newton County. For more than 20 years she worked in her parent’s flower shop in Bridgeport, CT (Downtown Florist of Bridgeport).  After many years of running a successful business, as the “Go To” place to get the best floral arrangements in Bridgeport and the surrounding cities, the family decided to retire and move to Georgia in 2010. 

In Georgia, Latoya continued working in marketing and the floral industry. In 2019 she opened Sweet Psalms Florist in Conyers, Georgia where she aptly utilizes her gift of connecting with people well beyond selling flowers.  The business allows her to minister to people’s needs individually.  She is passionate about helping the next generation of florists to realize and master their craft early on, so she actively teaches classes on flowers and floral design.  

Ms. Ferguson has a warm and friendly demeanor that leaves everyone she encounters feeling blessed, inspired, and motivated to be the best version of themselves, her beautiful floral designs are just the icing on the cake. 

Kimberley Fernandez

Kimberley Fernandes, The Wonderful Company

Kimberley Fernandes is Vice President and Head of Learning and Organizational Development for the Wonderful Company. In this role, she is responsible for learning and leadership development for the enterprise, working closely with business leaders to identify and develop high performing and high potential talent across the company. As part of her scope, she also oversees performance management, team effectiveness, employee engagement and change management solutions for the company. In 2020, Wonderful launched its first Diversity, Equity, and Inclusion Initiative, which Kimberley co-leads with two business executives.

Prior to Wonderful, Kimberley led the Corporate Learning and Development function at Time Warner Inc. which included high potential leadership development, manager training, employee engagement and performance management. She also led executive women’s development programs and broader executive development, including custom design and development focusing on themes such as innovation, transformational change, and authentic leadership.

Prior to Time Warner, Kimberley served as an Executive within Accenture’s Talent and Organizational Practice, specializing in Change Management. In this role, she managed global organizational change efforts such as system and process change, introduction of new brand strategies, and large-scale HR transformations. In addition to delivering exceptional client service to her clients, Kimberley contributed greatly to growing the Change Management practice specifically in the area of Human Capital. She developed a comprehensive set of assets and methods specific to Workday implementations. Kimberley managed change and learning activities for medium to large size companies with the impacted audience ranging from 800 to 30,000+ employees globally. Additionally, she served as one of the offering leads for the Inclusion and Diversity group within Accenture, developing white papers and market analysis to facilitate the launch of this critical offering for Accenture.

Kimberley also worked in Higher Education at both the Juilliard School and the University of San Diego, specializing in diversity and inclusion and leadership development. Kimberley earned her M.A. in Organization and Leadership Development from Columbia University and her B.A. from Villanova University. She lives in Sherman Oaks, CA with her husband and son.

Andy Fiannaca

Oscar Fernandez, Equiflor Corporation

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.

SAF President Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers

Zoe Gallina, AAF, Botanica International Décor and Design Studio

Zoë Gallina, AAF, grew up in the event industry, under the tutelage of her father, Ian Prosser, AAF, AIFD, PFCI, one of the country’s preeminent designers, known for his large-scale productions that include two presidential inaugurations. Gallina, too, demonstrated a remarkable aptitude for design, winning an American Floral Society design competition at age 8.

After graduating from the University of North Florida in 2006 with a Bachelor’s degree in communications and advertising, Gallina joined her family’s business, Botanica International Design & Décor Studio in Tampa, Florida. Now, she is at the helm as Botanica’s creative director. Her work been published in many publications, including Floral Management, Grace Ormonde Wedding Style, The Knot and The Huffington Post 

Professionally trained through the Association of Certified Professional Wedding Consultants, Gallina is a sought-after speaker for numerous organizations, such as The Tampa Bay Chapter of the National Association of Catering Executives and on several occasions, she and her father have presented before packed rooms for the Society of American Florists. The two of them also style photo shoots for Accent Décor’s catalogues.

She has been involved with several charitable organizations and is an active fundrasier for Moffitt Cancer Center.

 

Jena Gizerskiy, Rosaprima

Jena Gizerskiy, Rosaprima

Jena Gizerskiy is a Sales Manager-North America for Rosaprima, a company dedicated to growing the most luxurious rose varieties in the world. Rosaprima’s values of unequaled craftsmanship, sound business practices, and a belief that roses have a starring role in life’s most precious moments, are exactly the kind of culture Jena values for her own career. Jena entered the industry with no prior floral experience but loved what she found at Rosaprima. Nine years later Jena is still proud to lead a Sales Team of six incredible winners.

Arisha Hawkins, Lee’s Flower and Card Shop

Arisha Hawkins, Lee’s Flower and Card Shop

Arisha Hawkins is an Operations Manager with over two decades of successful experience in critical process management, strategy planning and formulation, and leveraging relationships. Superiors, colleagues, and employees have described her as a natural team leader – fostering positive relationships with business partners and clients, and as a strong believer in streamlining workflow processes. Arisha was first introduced to the floral industry in high school, briefly returning to the industry in 2013, and permanently returning in 2020. She brought with her decades of learned best practices from corporate America, specializing in qualitative and quantitative analysis of business platforms and processes in an effort to improve the daily operations of teams and increase company profitability. Arisha is a Washington D.C. native who enjoys spending time with her children and grandchildren, bingeing old television series, and escaping to tropical islands for rest and relaxation. 

 

Lisa Hays Holmes, Tiger Lily Florist

Lisa Hays Holmes, Tiger Lily Florist

Lisa Hays Holmes is the proud owner and creative force behind Tiger Lily Florist in charming Charleston, SC. With a genuine love for flowers and an eye for design, Lisa has built a reputation for her exceptional floral arrangements and impeccable service.

Lisa’s passion for nature and botanicals began at a young age in her Grandmothers gardens. She was always captivated by the vibrant colors and intricate details of flowers, and knew early on that she wanted to translate her fascination into a career. After initially working in Retail Management and Interior Design, she became Tiger Lily’s General Manager in 2009. She purchased the shop in 2018 from Manny and Clara Gonzales who worked hard to build Tiger Lily into ‘Charleston’s Voted Best Florist’, since 2000 . Tiger Lily’s staff is composed of designers from across the country, honing their skills to represent the finest designs in the Holy City of Charleston. As the shop owner, Lisa’s vision was to create a floral studio that reflected the beauty and grace of the Lowcountry, and she has since brought that dream to life. With an emphasis on personalized, handcrafted arrangements, Lisa’s floral designs are a testament to her creativity and dedication.

Lisa’s expertise extends beyond traditional arrangements, as she thrives on pushing the boundaries of floral artistry. She seamlessly blends classic elements with innovative techniques, resulting in striking compositions that leave a lasting impression. Whether it’s a wedding, corporate event, or simply a bouquet to brighten someone’s day, Tiger Lily’s creations embody elegance, sophistication, and charm.

Beyond her talent for floral design, Lisa is deeply committed to providing exceptional customer service. She understands the importance of understanding her clients’ visions and goes above and beyond to exceed their expectations. Her warm and friendly demeanor creates a welcoming environment in her Charleston shop and ensures that every client receives a personalized experience.

As a respected member of the local community, Lisa takes pride in giving back. She actively supports various charitable organizations and frequently donates her time and talents to floral workshops and community assists. Through her involvement, she continues to foster a sense of togetherness and appreciation for the beauty that surrounds us.

Michelle Castellano Keeler, AAF

Michelle Castellano Keeler, AAF, Mellano & Company

Michelle Castellano Keeler is currently Vice President of Mellano & Company, a flower grower and distributor based out of Oceanside, California. She has been a member of the California Bar since 2000 and maintains a private mediation practice. She currently sits on the Board of Directors for Mellano Enterprises as well as the Society of American Florists in Alexandria, VA. Michelle is also a board member of Frank Toyota/Subaru/Hyundai on the Mile of Cars in San Diego.

She received her bachelor’s degree at the University of San Diego and her juris doctorate from California Western School of Law. In addition, Michelle holds an L.L.M. from Pepperdine University and studied international mediation at Humboldt-Universitat in Berlin, Germany.

Prior to Mellano & Company, Michelle practiced family law and she previously clerked for the Honorable Ronald H. Domnitz in San Diego Superior Court. Michelle enjoys representing several agricultural interests at the local, state and national level and proudly represented the California & Florida flower growers at the United Nations Montreal Protocol Meetings since 2003.

Michelle Castellano Keeler, AAF

Jessica Kegerreis, Syndicate Sales

Jessica started her career while still enrolled in college as an intern for her Photography professor at a branding and design studio in Indianapolis, IN and quickly worked her way up to Creative Director after just 8 years. She then moved on to a marketing agency where she designed, built, and managed over 200 websites, and successfully developed complementary, omni-channel marketing campaigns for nearly half of the projects. As a result, Jessica has developed a keen understanding of how creative solutions and marketing strategies can fuel growth. Throughout her career, Jessica has used her photography experience from family sessions, weddings, and senior pictures to product images and full-scale catalog photoshoots to better her personal and professional advancement. Jessica is currently the Senior Marketing and Creative Manager at Syndicate Sales, Inc. based out of Kokomo, Indiana. With 18 years of experience in the home and garden industry and 6 years of experience in the floral trade, Jessica offers strategic, creative, and sustainable solutions for our vast and evolving industry. 

Michelle Castellano Keeler, AAF

Camron King, Certified American Grown

Camron King is CEO & Ambassador of Certified American Grown. Recognized for his dynamic leadership, effective management and forward-thinking approach to association management, Camron has been fortunate to have built a successful career in luxury, value-added agriculture across the country and around world. His experiences are diverse, ranging from marketing and public relations to management and government affairs. He is a regularly invited presenter at conferences and events around the world. 

Camron completed undergraduate programs at Cal Poly, San Luis Obispo where he studied Environmental Horticultural Sciences and California State University, Sacramento where he studied Government. He completed graduate studies in Public Policy and Administration while at California State University, Sacramento. 

John Kobylinski, In Bloom Florist

John Kobylinski, Former Owner of In Bloom Florist

Kobylinski owned In Bloom Florist, a 25-year-old family business in Orlando, Florida. A member of the floral industry for 37 years, Kobylinski has expertise in operations, financial management, delivery logistics, and care and handling. Kobylinski has been awarded “Orlando’s Best Florist” in Orlando Magazine for many years in addition to being recognized as “Best Florist” by The Orlando Knot. Kobylinski spends time helping local non-profits like the Ronald McDonald House, Easter Seals and others. He received a degree in horticultural sciences from Valencia Community College.

Sally Kobylinski, In Bloom Florist

Sally Kobylinski, Former Owner of In Bloom Florist

Sally’s Grandparents started a greenhouse and florist business in the 1930s in Upstate New York.  As serial entrepreneurs, this led them to also open a factory to manufacture Styrofoam crosses and wreaths and Tufflite Plastics was born in 1950.  Sally’s Parents followed their legacy and opened Floral Fashions just north of Albany in the 1960s.
Ironically, in a parallel universe in the next generation, Sally’s husband John was a hopeless horticulturist and worked at a local flower shop in Orlando.  Sally met John when leaving a deposit for her sister’s Valentine’s Day wedding flowers.  He worked at a local company with several branches for a number of years.  Then, in 1990, with the help of an angel investor, John and Sally started In Bloom Florist.

Despite the rich history of being planted in this industry, Sally opted for the Real Estate industry where she grew in a variety of roles including marketing, auditing, training and financial reporting.   Although Sally helped most holidays, she didn’t start investing her time at the shop until 2001.  Currently, Sally oversees the Sales, Marketing and Event Teams at their company in Orlando, Florida.  They have two retail locations and a wholesale operation where they employ over 35 full time people.

Sally Kobylinski, In Bloom Florist

Ellie LaFever, PFCI, Flower Clique

As a born and bred flower child, Ellie knows the floral industry through osmosis. From washing buckets and answering the phone to designing sympathy pieces and large-scale weddings, her creative progression and love for flowers have blossomed into her role as Creative Director for Flower Clique. The synthesis of her knowledge of the floral industry, a Bachelor of Fine Arts degree in Interior Design, and her graphic design studies were integral in shaping the new perspective that she brings today. Her passion for educating the modern-day consumer on the value of the floral professional is a constant mission she’s working toward. Her weekends are spent learning new skills, wine-tasting, and taking her chiweenie, Roma, on new adventures.  

Sally Kobylinski, In Bloom Florist

Vonda LaFever, AIFD, CFD, PFCI, Flower Clique

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.   

Kevin McCarthy, Family Flowers

Jen Linehan AIFD, CF, CFD, Beautiful Blooms by Jen

Jen Linehan AIFD, CF, CFD is from Sylvania, OH. She is the owner of Beautiful Blooms by Jen which she founded 15 years ago. She started in the industry as a Floral Design Instructor at a local high school, while designing weddings from her house. After teaching 5 years, she opened a full retail floral shop and in 2019 expanded it to include gifts as well.  Jen was inducted into AIFD during its annual Symposium in July of 2023.

Kevin McCarthy, Family Flowers

Kristina Luoma-Dyrr, Cactus Flower Florists, Flowershop.com

Kristina Luoma-Dyrr is co-owner of Cactus Flower Florists and Flowershop.com, headquartered here in Scottsdale with five locations in surrounding cities Scottsdale, Phoenix, Chandler, Glendale and Carefree. Cactus Flower Florists is a family business celebrating its 51st anniversary was founded by her parents Fred & Sharron Luoma.  With a belief that strong communities make for a strong business, Kristina and Cactus Flower support a variety of organizations through our Cactus Flower Cares programs. 

She is a graduate of Scottsdale Leadership and served 11 years on the Arizona Board of Funeral Directors and Embalmers. Cactus Flower is consistently chosen Best Florist by residents and publications throughout the Phoenix metro area. 

Kevin McCarthy, Family Flowers

Kevin R. McCarthy, Family Flowers

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.

Talmage McLaurin

Talmage McLaurin, AIFD, Sunshine Bouquet

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.

Talmage McLaurin

Evan Mickelsen, Red Mountain Bloom

Evan Mickelsen is the owner of Red Mountain, Mountain Bloom and FloraLink in Provo, Utah. He started his career in the floral industry in 1993 as a delivery driver for a retail florist in Provo. He completed his education in 1996 and opened the doors to Red Mountain Wholesale Florist in 1997 with his wife, Kelly. Today, they own and manage three floral related businesses: Red Mountain, a traditional wholesale florist serving customers throughout t Utah, western Wyoming, and eastern Idaho; Mountain Bloom, a mass market floral distributor that offers bouquets and arrangements to supermarkets and big box stores in eight states throughout the intermountain west; and FloraLink, a buying group comprised of 60+ wholesale florists and large retail florists throughout the U.S. and Canada.

Kate Penn

Kate Penn, SAF

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.

Ian Prosser

Ian Prosser, AAF, AIFD, PFCI, Botanica International Décor and Design Studio

Ian Prosser began his over 40-year successful floral career with three little shops in Glasgow, Scotland. He is the youngest person to receive the honor of “Floral Designer of the Year” for all of Scotland and earned the “National Diploma of the Society of Floristry”, the highest European honor in floral design. In 1989, Prosser opened Botanica International Design Studio to serve the greater Tampa Bay area and now, the expanded Botanica International Design & Décor Studio designs events across Florida and the globe.

ian prosser holiding arrangement

Michael Pugh, AAF, Pugh’s Flowers

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.

ian prosser holiding arrangement

Kaitlin Radebaugh, AAF, Radebaugh Florist & Greenhouses

Radebaugh is an owner at Radebaugh Florist & Greenhouses, a 90-year-old family business in Towson, Maryland. A full-time floral industry member for eight years, she has served on SAF’s Floral Management Advisory Committee and currently sits on the Convention Task Force. Radebaugh has expertise in marketing, merchandising, sales and financial management. She serves on the executive committee of the Towson Chamber of Commerce. She also received the Better Business Bureau Torch Award for Marketplace Ethics in 2008, and the business has been singled out with several honors including Baltimore’s Best Garden Center. Radebaugh is a member of the Towson Chamber of Commerce, National Association of Catering Executives and Better Business Bureau of Greater Maryland, and is a graduate of the University of Delaware.

Brennen Rigler, Albuquerque Florist, Inc.

Brennen Rigler, Albuquerque Florist, Inc., Arizona Family Florist

Brennen Rigler is president of Albuquerque Florist, Inc. in Albuquerque, New Mexico and Arizona Family Florist in Phoenix, AZ. With more than 20 years in the floral industry, Rigler has focused his work on marketing, customer service and financial management. He has increased business 700% over the course of his career and has retained and grown a dedicated customer base in the Albuquerque area. His business was named Best of the City (top 5) since 2005, with the top spot award in 2008, 2013, 2016 and 2017. The also received the Wedding Wire couples’ choice award in 2014, 2015 and 2018.

Liza Roeser, AAF, FiftyFlowers

Liza Roeser, AAF, FiftyFlowers

Liza Roeser, AAF, is the CEO of FiftyFlowers, an online company in Boise, Idaho that supplies wholesale flowers delivered fresh from partner farms. After graduating from Texas A&M University, she spent two years in the Peace Corps in South  America, where she was introduced to the flower industry. She remained in South America for more than a decade, working with flower farmers and developing a new vision for the wholesale industry, which includes catering to DIY customers and event planners in addition to professional florists. Roeser participates in a variety of organizations, including the Society of American Florists, the Wholesale Florist and Florist Supplier Association, CalFlowers, the Association of Wedding Professionals International, the Idaho Tech Council, the Boise Chamber of Commerce, and the Entrepreneurs’ Organization, an international peer-to-peer network, of which she serves as MarCom chair of the Idaho chapter. The Idaho Business Review awarded her Woman of the Year in 2019 and CEO of Influence in 2020. In March 2020, she launched a project, Save the Growers, selling flowers at significantly reduced prices to ensure they ended up with consumers rather than being destroyed.  

Liza Roeser, AAF, FiftyFlowers

Danny Sanchez, South Florals Group

Danny Sanchez has beendisrupting the floral industryfor 11 years by bringingtechnological advances tothe forefront of South Florals’owned retail shops. Acquiringand operating over 10 retail brands, a steadilygrowing number, he and his team revitalizeonce-struggling brands and turn them aroundby utilizing effective social media strategies,email marketing, SEO and AdWords marketing,along with community engagement to createsuccessfully blooming businesses in theircommunities. 

Liza Roeser, AAF, FiftyFlowers

Melanie Spilbeler, FreshPath Marketing

Part creative and part analytical, and 100% ambitious. Melanie has spent over 15 years in positions centered around consumers, their preferences, and how to provide a better experience for them. Additionally, during her tenure at ExactTarget, a digital marketing SAAS provider ultimately acquired by SalesForce, Melanie gained a keen interest in data-driven customer insights and how to maximize a brand’s reach and potential through highly personalized campaigns. Prior to co-founding FreshPath Marketing, LLC, she was the Director of Marketing at Syndicate Sales for nearly five years. She quickly became immersed in the floriculture industry developing e-commerce experiences, fostering one-of-a-kind brand partnerships, and launched numerous new products and programs with Syndicate. 

Melanie’s greatest strength lies in her ability to analyze data points and inputs, understand how they are connected and provide actionable recommendations. She is acutely aware of the challenges facing many businesses today: lack of resources, identifying the right technology and driving its adoption and developing effective campaigns. Melanie works diligently to help implement lasting solutions to make her clients’ businesses more successful. 

Elle Stella

Elle Stella, The Wonderful Company

Elle Stella is Senior Director of Learning and Organizational Development for the Wonderful Company. She has been an Organizational Development professional for over twenty years and has expertise in consulting, coaching, and training organizational development and learning initiatives such as Leadership Development, Team Alignment, Assessments, Culture Change, Communication, and Curriculum Design.

Prior to Wonderful, Elle led the training and development department at SusieCakes where she led initiatives such as Succession Planning, Leadership Development, and Managerial Training. Prior to SusieCakes, Elle worked as a consultant leading large-scale talent initiatives. Elle is known for creating fun, energetic and interactive classrooms. She has facilitation experience in the areas of Performance Management, Leadership Skills, Communication, Diversity & Inclusion, Emotional Intelligence, Accountability, Customer Service, Team Building and more.

Elle holds an MA Degree in Psychology from Pepperdine University and an MS Degree in Industrial Organizational Psychology from Alliant International University. She lives with her husband and five-year-old son in Woodland Hills.

Elle Stella

Kelsey Thompson, AIFD, CFD, Bloom Floral and Home Studio

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.

Elle Stella

Alyson Upshaw, Ball Horticultural Company

Alyson has been the Social Media Manager at Ball Horticultural Company for five years. She oversees social media activity for all of the companies under the Ball umbrella. She has an eclectic background with a BA in Theatre and MS in Integrated Marketing Communications, and has worked in various sectors including nonprofit, education, marketing, and finally horticulture. She has a passion for data-driven creativity and social relationship-building. 

In addition to her current role, she volunteers on the Social Media Committee for Seed Your Future and serves as the Green Career Week lead at Ball. This has been a perfect fit for blending her experience and love for marketing, horticulture, education, and nonprofit work. 

Lisa Roeser

Susie Bachman West, AAF, Bachman’s Inc.

Susan Bachman West is president of Bachman’s Inc. in Minneapolis, Minnesota. With 22 years of experience in the floral industry, she has served on the Minnesota Landscape Arboretum Board of Trustees since 2010 where she has served as Marketing and Events Committee Chair since 2012. West also has served on the Minnesota Women’s Economic Roundtable. Bachman’s has been in business since 1885.

Brian J. Wheat, AAF, PFCI

Brian J. Wheat, AAF, PFCI, Lafayette Florist and Greenhouses

Brian has been leading Lafayette Florist for nearly 40 years. He served as President of Coal Creek Rotary Club, President of Garden Centers of Colorado, Board of Directors for the Colorado Greenhouse Growers Association and served on SAF’s PFCI Board of Trustees and SAF’s Retail Member Joint Council. Brian received many accolades including Rotarian of the Year, Lafayette Chamber of Commerce Businessperson of the Year, and the Sam Walton Award.

Lori Wheat, AAF

Lori Wheat, AAF, Lafayette Florist and Greenhouses

Lori Wheat, AAF is President of Lafayette Florist, Gift Shop & Garden Center in Lafayette, Colorado.  Lori runs the third-generation, family-owned business with her husband CEO Brian Wheat.  Graduating from Colorado State University in Textiles & Fashion Merchandising, Lori previously worked as a dress buyer for May Company Department Stores.

Lori has served on the Board of Directors of the Society of American Florists and has been actively involved with SAF for over 18 years.  She has served on the Board for Lafayette Community Events and was an original member of the Lafayette Public Arts Board.  Lori is on the Board of Directors for DWF Wholesale Florists.

Lori Wheat, AAF

Lori Wilson, PFCI, Flower Clique

As the Director of Community for Flower Clique, Lori brings her background of 20+ years in education and her passion for connection to our ever-changing industry. Her focus is on helping business owners lead their team with excellence, with emphasis on sales and leadership effectiveness, employee motivation, and transformative mentoring. Lori’s undeniable passion for ongoing education has led to roles as a presenter and panelist at the Society of American Florists and Texas State Floral Association. She is the co-host of the top floral podcast, The Business & Pleasure of Flowers, has over ten years of experience in the floral industry, and is the mother to three wonderful children.  

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