During FlowerTrials, HilverdaFlorist presented the Pot, Patio & Garden assortment for 2025 – 2026. Besides promising novelties in Echinacea MOOODZ, Garden Gerbera Garvinea and various Dianthus series, HilverdaFlorist also revealed retail concepts.

HilverdaFlorist launched three new retail concepts for existing ranges within the assortment. These concepts are designed to add value for retail and consumers and tell the story behind these unique products. Garden Gerbera Garvinea, Salvia Salgoon and Patio Alstroemeria Inticancha can be uniquely positioned in the market as a result.

Earlier this

Some florists report that over a third of their sales come from their website, and some report even bigger percentages. That’s why it’s so vital to have a solid online presence. So, how do you optimize your website to attract customers and make more sales? Rio Roses provided six proven strategies.

1. Spotlight Your Inventory

• Feature In-Stock Items: Update your homepage to feature your current inventory. This showcases what you have available right now and attracts customers with fresh and seasonal offerings. Schedule daily checks to update featured products based on what’s in your cooler.

Industry friends Buzzy Heroman, Steve Neubauer, Greg Royer and Ken Young have established a memorial tribute through the American Floral Endowment honoring William (Bill) J. Gouldin, Jr., who died June 19, 2024, at the age of 75.

Gouldin was well known for his work as president of Strange’s Florists, Greenhouses and Garden Center. Strange’s is focused in the Richmond, VA, area and consists of two florist locations, two garden centers and a wholesale greenhouse range.

His lifelong dedication to the business provided for the ongoing growth of Strange’s. Gouldin worked alongside his family as

At the 2024 AIFD Annual Symposium, Brandy Ferrer of Bloom with Brandy captivated the audience with her presentation on the remarkable capabilities of AI for florists. Her insights unveiled how artificial intelligence can revolutionize the floral industry, making business management more efficient and effective. Ferrer will be joining Details University this August to delve even deeper into the transformative power of AI for florists. Here's a glimpse of what AI tools can do to elevate your floral business.

Enhancing Written Communication

Grammarly is an AI-powered writing assistant that

Belonging to the family Plumbaginaceae, and cousin to the equally popular Statice, Limonium latifolium, Limonium platyphyllum or sea lavender, is an incredibly versatile and beautiful filler flower.

Native to Mediterranean regions through to Eastern Europe, this species of Limonium is prized by florists for its ethereal, wispy appearance which adds a naturalistic aesthetic to any arrangement. Available in shades of white, pink and blue, this filler flower can be relied on to compliment any color pallet.

When growing, this species has the unique ability to thrive in salty soils, where most

When the 2023 Garden Rose Design Contest winners were announced last September, Alexa Howe was elated to learn of her first-place win in the Everyday Design category with a dynamic wreath made with many of her favorite Alexandra Farms' varieties. 

“It was such a beautiful surprise I had won,” Howe said.

While glowing from her win in the annual contest, Howe was also anxiously awaiting her prize: a trip for two to Alexandra Farms in Bogotá. In February, she and her husband arrived at the farm, meeting 18 other guests from around the globe to explore and absorb the fascinating processes of