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Past Issues

Industry Info

Personal Investment

Renato Sogueco -
In today's ever-changing market, your success can be tied directly to the business partners you choose to connect with. It is necessary to look...
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00:02:31
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Pleasing Clients

Sharon McGukin, AIFD, AAF, PFCI -
When a florist sells wedding flowers, the most important step is gaining the client’s confidence. During the first consultation, florists should focus on selling...
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Trendspotting

Top Choice

Robin McLaughlin -
Customers usually have specific flowers in mind for purchasing holiday arrangements, like roses for Valentine’s Day or poinsettias for Christmas. But for holidays like...
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From the President

Switching Gears

Dinesh Popat -
Since December 2021, the number of COVID-19 cases in the United States has risen signited States has risen significantly. Between January 3-16, 2022, there...
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On the Edge

Flower Frenzy

Robin McLaughlin -
Like many large-scale, special events in 2020, proms across the United States were postponed and canceled because of the COVID-19 pandemic. In 2021, some...
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00:02:10
Promote

Prepping for Prom

Angelyn Tipton, AIFD, CFD, GMF, PFCI -
Prom season is quickly approaching. Reflecting on past prom seasons can help floral designers learn from any previous mistakes to prepare to engage students...
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00:00:58
Education

Virtual World

Sharon McGukin, AIFD, AAF, PFCI -
Since the beginning of the COVID-19 pandemic, teaching and learning have drastically changed. Enter hybrid classes: An amalgamation between virtual and in-person courses. Teaching...
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Industry Info

Supply Woes

Renato Sogueco -
For the past few issues—and the past few months—experts in the industry have weighed in on how to navigate the supply chain issues floral...
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Community

Plant Habit

Robin McLaughlin -
Since before the COVID-19 pandemic, floral designers have seen customers shift toward purchasing houseplants. According to recent findings from the “Consumer Houseplant Purchasing Report...
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00:05:34
Digital Marketing

Putting Digital First

Renato Sogueco, AAF, PFCI -
We established in the last issue the fact that Millennials are now your primary floral customer, continually replacing Boomers who have served as a...
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