North East Newsletter AIFD
In This Issue
Welcome from our New President
Theresa Colucci AIFD, PCFI
17 Terrific Halloween Marketing Ideas
Brandon Gaille
Miss America
Dreams Do Come True
23 Floral Extracurriculars You Didn’t Think Existed
Global Petals....Parth Kapadia
Floral and Service Contract
Janet Frye AIFD CFD
“Color Thesaurus”
Julija K BoredPanda Staff
World Floral Events
Floral Events around the World 2014
Montpellier with Gregor Lersch at the European Tutors Workshop
Amanda Randell MDPF
“The Search for Innovation” with Ron Mulray
Valerie McLaughlin
Want to earn the business of the newly engaged? Or land the town’s biggest springtime gala?
Katie Hendricks
Symposium 2016
Trade Fair 2014: A peek behind the scenes of ‘Delivering Happiness’
The Village takes you on an exploration of the future.
Online Flower Orders Rapidly Increasing
Hannah Dunne The Florist October 8th, 2014
Florist 2.0 October 2014
NERC Memorial Scholarship Application
Scholarship Application for 2015
NERC Board Members and Chapter Pin Information
Northeast Newsletter Contact Information
Editor: Jo Jarvis AIFD, CFD

October 20th, 2014

Welcome from our New President
Theresa Colucci AIFD, PCFI


Hello North East,

I am writing to you from a sweet little apartment in Paris!  I am visiting my daughter, who is studying abroad, when I received the notice from Jo that it was time for a letter! 

Paris is wonderful, and of course, I am visiting Flower shops.  They are much like all European shops.  They are basically bucket shops that transform your flowers into a hand tied on the spot.  Some have hand tides already done in buckets also.

I have seen many transporting bouquets in reused plastic water bottles with the tops cut off.  The top portion of the bottle is paper wrapped in with the flowers.  I think we will adopt this practice in my shop when I return and carry on with the "reduce, reuse, recycle" policy.  The hand tied I watched being made for a customer was loads of lisianthus, freesia, lilies, roses and a beautiful foliage I have not seen before.  I was doing the math and this huge bouquet was coming in at around $90.00.  He was charging $30.00 Euro which was about equal to $40.00 in the U.S.  Crazy! It is no wonder they consume flowers so much more! 

Hand tides are such a smart way to do business.  Customers struggle with arranging flowers in their own vases.  In the morning shops can create a beautiful color palate of flowers and tie them all together in pretty paper and put them out for sale.  They can be made at different price points and are so much prettier than the supermarket pick up bouquets.  The customer is receiving a quality design with a quick and convenient transaction.

I am off to climb the stairs of Sacre Cour, a beautiful church that is the highest hill in Paris.  I hope you are inspired to create a few in your shop tomorrow!  Have a wonderful fall season! 

All the best,

Theresa Colucci AIFD, PFCI
North East Chapter President 


Le weekend



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17 Terrific Halloween Marketing Ideas
Brandon Gaille


Many kids look forward to Halloween for several months. Who doesn’t like the chance to go get some free candy from the neighbors? It is a fun holiday where costumes, spooky stuff, and a lot of fun can be had. It’s also a great opportunity for your business to make a marketing splash that will drive more traffic through your doors.

If you want to embrace Halloween as a marketing concept, then it begins with a 100% commitment to it. Without an authentic embrace of the holiday, you’ll actually turn people away from your marketing efforts because you’ll be seen as trying to take advantage of your customers instead of trying to provide them with a good deal.

Great Halloween Marketing Ideas

1. Change Your Logo
 A quick logo change that includes a spooky character is a great way to show you’re embracing the holiday. On a budget? Don’t have a graphic designer? Hire a freelancer and you could get this done for as little as five bucks.

2. Be the Scary
 Halloween is all about spooky fun, so be the scary business in your community – but in a fun way. Setup pranks and offer “victims” discounts. Paint scary faces on kids [or adults!] who visit your business.

3. Create New Products
 Your products or services may have a Halloween theme to them as well and that can encourage a purchase. Sometimes it can be difficult to create Halloween-themed services, like for a lawn mowing company. For that example, you could do a reverse trick-or-treat when you visit your contracts in the days leading up to the holiday.

4. Bundle, Bundle, Bundle
 Now is a good time to utilize some of those products that are tough to sell individually because Halloween bundles are always popular. Give the bundle a spooky name, show the value in the combined products, and people will engage with you.

5. Brand the Candy
 You’ll have people stopping by regularly around the holiday, which means it is the perfect time to embrace the trick-or-treating aspect of Halloween. Get some candy put together with your branding on the wrapper to hand out. It’s just one little extra way to put your name at the top of someone’s mind.

6. Judge a Costume Contest
 If you’ve got a lot of creative customers who love a little competition, then a costume contest for prizes or discounts is a great way to develop more brand awareness in your community. Push your marketing for the event about 30 days in advance, make it a good social event, and maybe even raise money for a local charity while doing it. In return, you’ll have a fun Halloween party that will have people developing relationships with your business.

7. Give Your Blog a Makeover
 Blogs are all about value, which gives you the chance to add value to your Halloween marketing push. Give your blog a makeover with graphics to bring some extra smiles. At the very least, offer a couple Halloween-themed posts for people to enjoy reading.

8. Stay Open Late
 One of the issues with Halloween is that there just isn’t enough time to get everything done. By staying open later, you’ll be able to pull in some extra traffic after the trick-or-treating is all done and the candy has been counted.

9. Was That a Skeleton?
 Arrows have been an effective method to point someone’s attention in a direction you want them to look. A skeleton’s finger is an excellent arrow during the Halloween season.

10. Be a Haunted House
 Give people some extra spooky fun by adding some frights into your location so that your customers can have a haunted house experience whenever they visit. You could even turn your business into a training center to defend against the upcoming hordes of zombies that may attack. Only your imagination limits you here!

11. Tell Your Story
 Ghost stories are as much a part of Halloween as apple pie is a slice of Americana. Hold a contest in your business where people can tell their favorite ghost stories or can create their own unique stories. Have it over an open mic, have people submit written stories, or have submissions happen in your own unique way.

12. Host an Off-Site Party
 There are a number of agencies in your community who would love some help with a Halloween party for the people that they serve. Assisted living facilities, nursing homes, homeless shelters, and hospitals all have a need at this time of year for volunteers. Sometimes you’ve got to give before you receive and this is one of the best ways to do so.

13. Take New Photos
 If you have a staffing page that has employee images on your website, then take new pictures of your employees in Halloween costumes to post online.

14. Offer Some Help
 Although most people have common sense about them during Halloween these days, there are still people who love sticking needles into chocolate bars or try to pull dangerous pranks on trick-or-treaters. Publish a safety list, hand it out to everyone, and make sure your branding is on that handout. You’ll provide value to your community and get some brand awareness accomplished at the same time.

15. Write a PR
 Whatever marketing ideas you’ve decided to implement, no one is going to know about them if you don’t start talking about it. Let your local media know about your Halloween efforts with a simple press release. You might just get some free press as an outcome.

16. Presell Like a Pro
 You don’t have to wait until Halloween to begin selling like it’s Halloween. Offer advanced specials to your customers through email or social media. If you do direct marketing, offer coupons that will bring people into your store for a blast of Halloween goodness.

17. Find the Cash
 Why trick-or-treat for candy when you could search for cash? Hide cash prizes around your community and offer spooky clues to help people find the prizes. You’ll get a lot of brand awareness, some extra press, and a happy people when they find a secret stash.


About Brandon Gaille

CEO of the Internet marketing company, which specializes in SEO, social media, reputation management, video production, and web design. Brandon is a serial entrepreneur that has founded five multi-million dollar companies. He is widely known as one of the top marketing minds in the United States

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Miss America
Dreams Do Come True

  Miss New York Kira Kazantsev was named the new Miss America Sunday night, (15th September 2014) marking the third year in a row that a contestant from her state has walked away with the crown in the nationally televised pageant. 

 Northeast Chapter member Rick Cuneo AIFD was the designer of the flowers for the pageant.

 Miss America 2015 hope you enjoy your flowers as much as I did making them what a fun weekend thanks bill and kris              Septor for Sunday night watch for the presentation as miss America 2015 is crowned   close up of scepter

Atlantic City

Rick designed the Miss America Show us your Shoes float for the parade on the Saturday evening. Working for Fischers and the Miss Amercia Organisation


And so it begins    the base                                   Coming along getting there

                       Shoe us your shoes all done  the finished Shoe


on the Parade Route...

Live on the boardwalk it still looks great  

Show Us Your Shoes Parade

In the 1970's a group of parade viewers in bleachers overlooking the boardwalk wanted to get a better look at the beautiful shoes the contestants were wearing while traveling the parade route in their convertibles, so they started cheering "Show Us Your Shoes" - the beginning of a new slogan for the parade.

In the past decades, the contestants have transformed the meaning of "Show Us Your Shoes" to a high volume event with elaborate costumes and decorated shoes with outrageous details and designs, keeping the crowds extremely entertained at the unpredictability and spontaneity of the event. The 53 contestants use their imaginations to present creative and fun costumes to the crowds the night before the finale of the Miss America Competition. Many of the state organizations support their contestant by wearing clothing representing that contestant's home state which fills the air with energy that can be felt during the entire parade route.

  The Show Us Your Shoes Parade will showcase floats, bands, dignitaries, military heroes, celebrities, youth groups, special units, our Forever Miss Americas and, of course, the stars of the parade - the 53 State & Territory contestants showing off those fabulously festive shoes and costumes as they ride past the thousands of cheering fans! 

Parade route  rain or shine



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23 Floral Extracurriculars You Didn’t Think Existed
Global Petals....Parth Kapadia



We’ve all been there. When you’re in the thick of things, and it seems like nothing is working, it’s hard to step back. Though, that’s essential during busy and slow times to grow as a designer. Let us help – here are 23 floral extracurriculars you might not have known existed that can bring new energy, creativity, friends, and money into your personal and professional life.

1. Study

Become CFD and AIFD. These credentials will only boost your reputation. Those few letters behind your name let your audience know that you have blood, sweat, and tears invested in becoming the master designer you are. Even if you’re retired or not practicing at this point, this can actually be fun. Pick up a textbook and put yourself in your kids’ shoes once again. You can even take a prep course with your friend. Studying, taking, and passing this certification exam will only do good for you anyways.

2. Conferences

This can always be a fun activity. You can explore new design techniques if you’re truly a designer or you can see new rose varieties if you’re a floral buyer. Why not go with your own design team to turn these into a field trip. If you’ve been following, we were up close with the 2014 AIFD Chicago Conference where everyone involved had a blast. At Floral Expos there are gardens and flower marketplaces. Horticulture experts and professionals from academia spoke at our very own Chicago Flower & Garden Show. You’ll learn a lot and meet awesome people. Bring your kids and family along and make it a weekend trip. Or, make it a true networking experience if you’re wanting to work your way up in the industry. We also met some of the top farms in the world last year at the Colombian Floral Expo Match Making Conference. Farm leaders, breeders and scientists, united to meet flower wholesalers and other flower supply professionals. This is how we keep an edge in the market ourselves…by staying involved with floral conferences.

3. Family Weddings

All I’m saying is that you should be that person. Maybe it’s hard for you to accept money or you just don’t like your sister, period. Regardless, your family is family, and nobody is as artistic as you in your family. You could even incorporate that niece who has a slight understanding of art. Ask them to help you and turn it into an opportunity to bond with the people you love. Trust me it will be worth it. The way your family perceives you will have an affect on your mood. If you’re happy, you will have long productive days. If you’re grumpy because of family issues, it will just turn into a negative downward spiral, in turn, affecting your designs.

4. Be or Become Religious

All of the previous activities, including this one are touchy, I know. But remember, channeling your energy is the focus. Ethics are taught in Church/Temple/Synagog/Mosque. Wherever you go, even if you have your values straight, this would be a good place to leverage your abilities. That’s the key as you wonder, what’s in it for me? Well, you can have a second or third streamline of income with religious events if you’re genuine and get involved. I would definitely feel it out before making this a Sunday morning family activity. Our friend, Srini Perera, has managed to not only be a successful wedding design specialist, but also actively participates in events at her church. That’s how I know the feasibility of this Floral Extracurricular. She even somehow managed to include her daughter in high school. What else do floral design moms want other than to get their daughters to maybe one-day become talented designers as themselves?

5. Explore Floral Technologies

There are a lot of new-age wire services in the market. You should know them like the back of your hand if you’re going to try them out. Why not give them a shot during the winter months or when business is a bit slower? Check out Bloomnation and Floralapp. Most of these are tech enabled wire services, with lower fees than traditional wire services. They also provide seamless integrations with your social media accounts, so you can manage your designs and images all in one place, right from your iPhone.

6. Traveling Trade Shows

These are year round occurrences in different states throughout the country. Why not fly out for a weekend? This will be your chance for that vacation you’ve been wanting. Not to mention, it’s tax deductible! You can even bring the family along. The flower shop network usually posts a page with a calendar of all the upcoming shows for the year, so you can buy your plane tickets in advance. If you’re feeling adventurous, trade shows can be fun, educational, and experimental. You can even bring some of your designs along if you’re driving. If you decide to fly, bring your iPad and business cards to network with other designers, wholesalers, and enthusiasts.

7. Dinner Parties

Remember how it’s healthy to have friends? It will be good for you and your well being. Why not invite them over for lunch or dinner? This will give you a chance to show off your God-given gift. Be creative and experiment with new artificial and botanicals. You can even set a nice color scheme with your table arrangements and table cloths, napkins, and appetizers as you can see here. Utilize that patio nobody has used since you built it. Make the best of what you have around you and share it with the people you love. It will be fun!

8. Home Decor

Decorate your living space to represent the creativity within you. Use long lasting materials for artificial designs or fresh cut roses from GlobalPetals for a live and vibrant look. Color schemes, shapes, and textures will be your friend as the interior designer inside of you will begin to come out. Your family and guests will appreciate your high-end lavish lifestyle.

9. Studio Decor

This is perfect in those fall and winter months. Use this time to set up your bridal consultation space or create an open concept floral studio. Create a pathway of curiosity from when your customer enters your shop until they reach you. Think about your customers’ expectations mentioned here. You can even use this time as an opportunity to clean out that storage area you’ve been meaning to get to.

10. Get Endorsements

Designing for non and for-profit foundations will help you gain sponsorships and will increase your visibility. This could be the start to your press kit or a portfolio that features articles, blogs, and maybe even TV shows mentioning your name or showing off your work. Everything you participate in is documented these days online. This will build your credibility within the community and on the internet when your customers are searching for designers near them. They’ll quickly be connected back to your website or your social media pages.

11. High Schools

Give back to your local high school by getting involved with their horticulture classes. You can be the point person in charge of supplies and materials. And guess who will point fingers at you when it’s prom time? Walk into your local high school near the end of August, just before school is about to start to volunteer your services. Who knows, you might even get paid to do this…

12. Your Online Networks / Social Medias

We all know that your Facebook page is very important to your business. Organize it, have your pictures up by season or by wedding party. Pinterest is big for brides, so why not make one? They could be brining in pictures of your previous work before they even come into your shop. It’s not all about social media, but also, professional media as LinkedIn has become bigger and more relevant within the past year. If you need help creating these, your kids will be the best go-to people. Remember, think mobile, as up to 50%, and growing, of your customers will be viewing your social media on their mobile devices. If you want to take it even further, set up a Google Analytics account to see where your online visitors are coming from, at what times, and why they’re even coming to begin with. There are a lot of floral marketing companies like Florist2.0 that can set all this up for you for a small fee.

13. Classes, Workshops, Certificates

Two and four day advanced classes are designed for experienced floral designers who want to add skills to their repertoire. The programs are typically hands-on, complex and fast paced. You must be proficient in basic floral design skills and terms to make the most of these classes since they usually start at $200. The curriculum in these classes is redesigned annually and updated frequently to reflect current trends and styles. The month long classes are designed for less experienced designers. All of these classes can usually be found at your local community college. Here’s an example from the community college by my house: Horticulture Degrees and Certificates.

14. Create an Etsy

I love Etsy for florists. If you don’t know already, Etsy is an online store where you can sell handmade goods (floral designs) online right from your home. It feels as if this untapped way of making money could be huge within the next few years. It has a lot of potential for business savvy designers, like yourself. You’ll get to learn about shipping and marketing online as well. See LaceandLuxe’s Etsy store here. Set up your page with your name, items for sale, and prices with a few lines to tell a bit about your design style: “Welcome! We are here to help you make your wedding dreams come true. Feel free to message us for custom orders or special requests. Don’t forget to peek at our gifts section for the bridal party!” To be honest, if you got really good at this, you might be able to cut your shop’s overhead costs. I’m not saying it’s easy, but it is definitely possible.

15. Research New Varieties

I have to come back to GlobalPetals for this one. We have the newest, most exquisite roses ever seen by designers, nationwide. Your wholesaler relationships are built over time, so during your non-wedding months, get to know new varieties offered by them and/or us in person or virtually. You’ll have to be outgoing when it comes to trying new services, but trust me, it will be worth it.

16. Implement Financial Technology

If you don’t already accept credit cards because it’s too expensive or complicated, a relatively new service is available now called Square. It’s literally the easiest payment system to accept credit cards from anyone. Simply plug the free devise they send you into your cell phone, swipe the card, and the money is in your bank account next day. This is great to use for floral deliveries as well because you can receive payment in person instead of fumbling with information over the phone.

17. Teach

There’s many subjects you can teach in various ways – in your shop, at local colleges, writing books, e-books, and more. This builds credibility for yourself, it’s a form of genuine marketing, potential income, and you can make plenty of new friends in the process. To see a more detailed list of what to teach and how to do it, check out our earlier post called 4 Out of the Box Ways to Make Money as a Florist.

18. Make Videos

Making videos is inherently a piece of teaching. More relevantly though, YouTube is the second most used search engine in the world. Therefore, when people are searching for flowers online, they’re just as likely to come buy from you by searching on Google as they do on YouTube. Ask yourself – what do I know and what can I show that would be helpful to my customers and/or other designers? Make a video and upload it. It’s easier than ever to do nowadays with cameras on your phones and being able to do videos from your computer camera’s as well. If you want an example of some simple videos that have performed well, check out Joe Guggia’s video that got thousands of views on Facebook, Reinventing Retail Floral Design. Also, see J Schwanke’s interview with our own, Michael Lyons.

19. Start or Join a Meetup

We mentioned this strategy if you want to become a celebrity floral designer before.  Though, you don’t have to be a celebrity designer to benefit from Meetup groups. If you don’t know is a website in which you can organize meet up groups with people who have common interests. The goal is to organize online, then build relationships in real life. This can be with other designers, brides, flower and garden enthusiasts, or the design community in general. It’s always a good idea to cross-network with other industries; you never know when an opportunity will arise from a connection who needs floral for their company’s event.

20. Community Events

Be top of mind within your community. Volunteer your services for various organizations, charities, etc. You don’t have to give it away for free, but if the event will have a lot of eyes on it, it may be worth doing for a discount. The floral business is international, but the key to success is ingraining yourself locally. Be known by everyone as a friend and supporter of the community. When someone buys from you, it’s not only because you have fantastic designs, but also because they’re supporting you as a member of this same community.

21. Start Floral a Blog

This is near the bottom of our list, but it’s 21 for a reason – Black Jack! By this I mean, if you play your cards right, this could be your jackpot. By launching our own flower blog (you’re reading it right now!), we’ve been fortunate enough to receive great visibility. You can do the same thing. The only difference is that your customers are brides and flower buyers. Cater your blog to those brides and end-customers. Think to yourself, “What are things brides ALWAYS ask about or are struggling with? How could I help them?” Write about this. Solve their problems. The key is to write and share in a selfless way. Give without expecting anything in return; I realize this may be a hard pill to swallow. Though, I’m telling you, have faith. When you give to your customers selflessly, they’ll give back to you in spades.

22. Pick Up a Hobby Besides Floral Design

You’re probably thinking, “But I’m a floral designer – that’s who I am!” And I’m not disagreeing with you. That is who you are. Sometimes, life can turn into too much of a bubble when all we do is our profession. This increases stress and closes us off to new opportunities. Pick up another hobby or interest that can take your mind of the stress of work. This mental break can give you the reprieve you need and make you fresh and think outside the box when you get back to the grind.

23. Create Multiple Income Streams for Yourself

You’re a designer first and business person second – I completely understand. At the end of the day, it’s hard to design when you can’t pay the bills. There’s numerous resources at your disposal to make money in other ways that don’t cost you much. That way, you don’t have to stress out if your designs aren’t providing enough income to support you 100%. Look into AirBnB, a way you can self-hotel out a room in your house. It’s completely safe and reliable. I personally know countless people who pay off their mortgage or rent, and make spare money on top of it this way. Another cool way to make money is through Meal Sharing; check out the website here.  You design a meal, post it on the website, and people looking for a good home-cooked meal pay you to come over and eat it. Again, I realize it may sound a little scary, but it’s completely safe – thousands of people do it everyday without incident.


When you feel like you need a break from it all, it helps to have some extracurriculars. With these 23 suggestions, you’ll have more energy, inspiration, and friends who support you along your journey.


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Floral and Service Contract
Janet Frye AIFD CFD

One of the great things about being in the floral industry is that on the whole fellow florists are only too happy to share information on not only floral hints and tips but also how they run their business.  Below is an example of a contract between Florist and client. You can use it as it is or add/delete what does not pertain to your own business. 

Floral and Service Contract

This is a Contract between Florist and ____________ (The Client)

The Client Accepts the Work-Order submitted by Florist and incorporated in this written Contract, and authorizes Florist to proceed as described herein.  The Event Date is scheduled for _____________, time ______.

There are 4 pages to this contract plus Credit Card Authorization Form & Work-Order. Please read, initial at ________, sign and return the completely filled in contract to confirm services. Doing so confirms you have read and understand the terms of this contract.

Additions or Changes to Floral Order                       ________ Initial Here

We must pre-book flowers for your event well in advance. Therefore final plans/numbers must be submitted by ten (10) weeks prior to your event. There is a four (4) week deadline, prior to your event for making minor deletions (1 or 2 pieces). We secure extra flowers (to be safe) so most additions can be handled. Any major additions should be submitted to Florist as soon as possible to enable us to secure additional product.

For any deletions or cancellations after the above ten week deadline the total dollar amount of the Work-Order shall remain unchanged. The flowers designated for those items will be used in other pieces of your choice. If you do not submit your choice to Florist by 1 week prior to your Event, then we will use these flowers to enhance pieces remaining on your Work-Order. 

All changes to your original Work-Order MUST be made in writing or by email. This includes additions, deletions changes in colors, times, locations, etc.  It is Client’s responsibility to receive verification that these emails were received by Florist. In the event that any changes are made to your order, an Updated Work-Order will be emailed to you prior to the final due date for payment in full. You may not receive an update for each change or adjustment.

Planning                                                                                                               ________ Initial Here

Planning covers a total of 2-9 hours (depending on size of event). This includes 1 initial one hour consultation either by telephone, in person or through the use of email either before or after the Client has paid the $300 Retainer and if requested 1 twenty (20) minute consultation within 4 weeks prior to your Event. Planning also includes a total number of emails equivalent to 1% of your flower budget. I.e. $500 budget should only take 5 emails.

Consultations will be used by Florist for gathering or updating information and making order changes. Consultations should be used by Client for giving and updating information. Additional consultations, excessive emails or repeated order changes will be charged at a rate of $100.00 per hour. Minor changes (add/delete 1-2 items, color update) are a normal part of the planning process. On-site venue consultations are $75 per hour including travel time. Any additional consulting fees will be paid before flowers are delivered. Florist reserves the right to waive any fee and add additional consultation time for larger events or as deemed to be needed by Florist.

Rental Items                                                                                                          ________ Initial Here

All rental items remain property of Florist. Items rented from Florist for your event are only to be used at the site to which they are delivered. They are not to be moved by you, your guests or party members or any venue personnel without prior consent of Florist.  Florist will make arrangements with the venue and/or client to determine the best Pick-Up time. In the event that any rented items are damaged, lost, stolen, or not returned within five (5) days of the event. The Client will be responsible for the replacement cost(s) of the item(s), plus the per-day rental fee until the payment of the bill is settled.  A completed, signed and dated Credit Card Authorization Form, with the rental items listed, is required to be on file for any Event requiring rentals

Providing Your Own Containers or Décor                                                                ________ Initial Here

It is the Client’s responsibility to provide Florist with an accurate list including photos and exact sizes of all items you will be providing for us to use or Set-Up.  Florist will take normal care of your items but is not responsible for any damage or breakage happening during handling or use. We recommend you provide extras of each breakable item in case such breakage occurs. If you provide vases, containers, or other items they must be provided in clean and water tight condition with no stickers or labels on them. All packaging must be opened and packing materials removed. Any fabric/ribbon/etc. must be pressed and clean. Any candles should be unwrapped and ready to be used.  If we have to clean, remove labels or unpackage any items provided by Client, a fee in the amount the greater of $100.00 or $3 per item will be assessed and charged to your final bill/card on file.

If we have to unwrap candles or other provided items at the Event venue, a minimal additional fee of $50.00 per half-hour per on-site staff member (of Florist) will be charged. 

Florist is only responsible for placing items specifically listed on the Work-Order with specific instructions on placement. The word “Place” with the description of the items & manner of placement will be used to designate these items. Items noted as “They/bride/tables will have…” are not the responsibility of Florist   Items need to be provided to us 3 days before your event unless otherwise discussed and noted on the Work-Order. Any items not needed for floral designs should be stored with your venue and their storage place communicated to Florist.  If we are requested to provide additional onsite set-up of unlisted items a minimal additional fee of $50.00 per half-hour per on-site staff member (of Florist) will be charged. 

Substitution of Flowers                                                                                        ________ Initial Here

 All fresh products, seasonal and non-seasonal, are subject to availability and freshness. Availability and freshness are dependent upon a variety of factors including but not limited to; weather, transportation delays, farm conditions, disasters etc. If specific varieties of flowers are listed in the Work-Order, Florist reserves the right to make substitutions to assure maximum quality for your event when such conditions affect availability. We will take the utmost care to maintain style, theme and color scheme while using flowers of equal or greater value. Accordingly we also reserve the right to artistic license in design. This allows us to adjust to the peculiarities of the flowers used, serving you to the highest of our ability.
Flowers, as any natural product, may have variations in color, size, fragrance, etc. Therefore Florist in no way implies or contract to exactly match a given shade, tint or hue of any color. The flowers will be ordered as listed and florist will employ our professional knowledge and education to assure the colors are as close as possible to your choices within the constraints of time and your budget. Florist may substitute an item due to last minute changes or additions to order.  The Client acknowledges that they may not be notified if substitutions have to be made.

Delivery/Set-Up/Pick-Up                                     ________ Initial Here

 It is the Client’s responsibility to give correct times and information regarding the start of pictures, the accessibility of the ceremony/reception sites, and the delivery of the cake. Any corsages or boutonnieres will be left in an obvious area with names/positions tagged on each. It’s The Client’s responsibility to designate someone for pinning on these flowers. Our staff will do this if time allows. The normal delivery time for florist to arrive at the ceremony venue is 2 hours prior to the scheduled start time. If an earlier time is needed it is the Client’s responsibility to inform florist.  The Set-Up fee includes the placement of bouquets in predetermined area and placement of all centerpieces, ceremony, aisle, reception and other flowers/décor/rentals ordered for and listed in the Work-Order unless otherwise specified.

Delivery/Set-Up/Pick-Up to additional locations, i.e., hotel/home/church, etc. not mentioned in the Work-Order will incur additional delivery fees. In the event of  delays in completing the Set-Up or Pick-Up as planned, caused by such parties as but not limited to; caterer, baker, venue, DJ, band, bride, bridal party, a minimal additional fee of $50.00 per half-hour per on-site staff member (of florist) will be charged. This fee may be charged and billed if room/church/venue, cake-delivery/caterer/or bridal party is not available at the scheduled time and any delay is incurred. This fee may be charged and billed if florist staff is asked to delay set-up to wait for possible weather changes. This fee may be charged and billed if Client extends the end time of the Event beyond that listed on the Work-Order and delay is caused.  A receipt will be mailed or emailed to you for this amount as the credit card on file will be charged as agreed to by signing this contract.

Acceptance of Delivery                                        ________ Initial Here

In the event that the Client is not available during the scheduled delivery, the client will designate someone to accept/sign for the delivery and be sure all items requested are accounted for. florist will not be held accountable if any florals/decor become damaged or missing due to failure to meet with the delivery person.  The Client does hereby release from responsibility florist in the event The Client or Designated Person cannot be located or chooses to not sign-off delivery.

Name/cell # of Designated Person____________________________________________________________

Extreme  Conditions                                ________ Initial Here

Florist will make every possible effort to deliver flowers and other items ordered/rented for your event in a timely manner.  However, florist  shall not be liable for delay or the inability to deliver flowers due to severe weather, traffic accident, road closures, landslides, floods or other acts of nature or war. 

Exclusivity of Services                                         ________ Initial Here

It is understood that florist will act as the sole exclusive florist/floral décor provider for your event. By signing this contract the client agrees that no other person or company, including but not limited to; caterer, planner, florist, friend, family or others shall provide fresh or artificial floral products/decor for the client’s event without the prior consent of florist. This clause protects the reputation and professional integrity of florist and the visual continuity of all flowers being used for your event. 

Substitution of Service Provider                           ________ Initial Here

A member of the staff of florist will be making your floral delivery, unless physically impossible or dangerous.  In the event that florist should be unable to provide the contracted services due to sudden severe illness, hospitalization, or sudden death in family, an experienced floral designer/shop replacement will provide the requested/contracted flowers, rentals and/or services contracted.  The contracting with and payment of this replacement is the sole responsibility of florist. Any additional costs incurred by this will be the sole responsibility of florist and will be provided at no additional cost to the Client. Such hiring in no way affects any terms listed herein this Contract. 

Permission to Use Images                              ________ Initial Here

Florist may order photos from your event.  These photos are used in our portfolio, on our website, and in other advertising mediums as samples of our work.  By signing this Contract, you expressly grant florist   permission to use photos from your event in various forms of advertising promoting florist and our services. Credit will be given to your photographer upon your provided information.

Credit Card on File                                      ________ Initial Here

Florist requires an open valid credit card account be kept on file (with a Credit Card Authorization Form). Your credit card will only be charged for  last minute additions or incurred expenses that are made to your Work-Order for your event, or if there is any unpaid balance for any florals/rentals/labor/delay in set-up (or other related expenses) that has not been paid by the day of your event.  By signing this Contract, you expressly grant florist permission to bill your credit card for the above-described services, should there be a balance due.

Cancellation or Postponement of Wedding/Event   ________ Initial Here

In the event of a cancellation of this event prior to 10 weeks before the event, the $300 Retainer shall be forfeited. Any out-of-pocket expenses (flowers, ribbon, containers, linens, etc.) purchased, ordered, or rented for your wedding/event and charges for time invested by florist will be billed to The Client or deducted from any extra monies paid. Cancellation less than ten weeks prior to the event may result in 100% loss of monies. This will depend upon how much product we can cancel without penalties to us and how many other expenses have been incurred. Our goal is to work with you in the event of serious illness, death or unexpected military deployment; however, we must cover expenses of products we have contracted for, are required to purchase and time invested to the point you notify us.

In the event that your wedding is postponed for any reason, any retainer and/or payments are non-refundable.  The fresh product & purchased hard goods shall become the property of The Client and must be picked up within 48 hours of notice of postponement or ownership reverts to florist, unless other arrangements are made.  Any remaining monies under this Contract will be applied to a future event date, subject to Janet Frye Designs availability and approval. If the wedding/event is not rescheduled with florist, any remaining monies under this Contract shall be forfeit and become property of florist.

 Attorney’s Fees                                                      ________ Initial Here

In the event you breach any of the terms of this Contract, whereby Florist employs attorneys to protect or enforce its rights here under and prevails, The Client agrees to pay the florist reasonable attorney’s fees so incurred. 

Applicable Law                                                      ________ Initial Here

The laws of the State of _______ shall govern any dispute or controversy related to this Contract.  The Client acknowledges that this Contract will be performed in ______ County, Name of state and any litigation concerning this Contract must be brought in a Court of Competent Jurisdiction in _____ County, Name of State.

Retainer & Payments                                          ________ Initial Here

We accept cash, personal check, bank check, money order or certain credit card for all payments.  There is an additional 3% fee for use of credit cards.

A Deposit of 25% of the total price of the Work-Order is due upon signing this contract.

Ten weeks prior to your event a payment of 50% of your Total is due.  Date_________

Payment in full is required 4 weeks prior to your event.    Date ______________

After this 4 week deadline, any overdue payment must be in cash, bank check, or money order. A fee of $50 per day will accrue on past due balances. 

No flowers are order-confirmed for your event or delivered to your event until balance is paid-in-full.

 Client SIGNATURE_____________________________________________________________


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“Color Thesaurus”
Julija K BoredPanda Staff

Chatting to a friend recently with regards to presenting a forthcoming programme we got on the topic of how to describe colours and that I remembered one designer in particular who used culinary words to get across the colours they were talking about.  Not only was this interesting in the fact that instead of say for example the colour Brown was now Cinnamon or Orange was Tangerine but the description tantalised another of ones senses that of taste and scent,  so not only could one see the colour but you could almost taste and smell it as well.

I came across the following article about a writer who has gone one step further and created a colour chart with descriptive words for different colours.  The charts are pretty big so I have only included two of them, however at the end of the article is the website address so that you can go an view it for yourself if you are so inclined...I certainly did and have found it to be an invaluable tool.  After all you can add to the list of words and make your own chart. 

  Writer Creates Color Thesaurus To Help You Correctly Name Any Color Imaginable

Ingrid Sundberg, a writer and children's book illustrator, created a very useful infographic chart for anyone struggling with color names. The writer says that she loves to collect words that can help give her stories variety and depth.

I have learned that we all have different associations with color words, Sundberg told Bored Panda. For example the color sapphire is a light blue to me (since that's the color of the sapphire on my engagement ring), but a sapphire can also be a very dark blue. I doubt there can be an official color guide, as color is so subjective. Regardless of the subjectivity of color, however, Sundberg's guide will help expand your descriptive vocabulary beyond green, red and blue.



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World Floral Events
Floral Events around the World 2014

If you would like to know more about Florint and how they are involved in the floral world visit their website,, there are some very interesting articles and news from around the world monthly.  



FleurEx 2014 - Warwickshire (UK)
October 25-26, 2014
FleurEx is the official annual British Florist Association trade fair for UK professional florists. The 2014 edition will feature various floral competitions and demonstrations and take place at the Chesford Grange Hotel in Warwickshire.

Expo FIHOQ 2014 - Montreal (Canada)
October 29-31, 2014
Expo FIHOQ is a key Canadian trade fair for ornamental horticulturalists and other green sector professionals. 

VBW Flowercup 2014 Finals - Aalsmeer (Netherlands)
November 05, 2014
VBW Flowercup is the new name for the long-standing annual Dutch 'flower bouquet contest', a part of Floral Movement. The main theme of the finals in Aalsmeer will be 'Christmas' this year.

FloraHolland Trade Fair Aalsmeer 2014
November 5-7, 2014
The FloraHolland Trade Fair in Aalsmeer is the Dutch flower auction's largest annual event, featuring more than 650 growers and 50 breeders.

IFTF 2014 - Vijfhuizen (The Netherlands)
November 06-08, 2014
The IFTF 2014, or International Floriculture Trade Fair, is one of the largest industry events around the world, serving all segments of the floriculture chain. The venue is once again the Expo Haarlemmermeer, in Vijfhuizen.

IPM Dubai 2014 - Dubai (UAE)
November 09-11, 2014
IPM Dubai is the most important horticulture trade event in the Middle East, drawing more and more global interest every year. The venue is the Dubai World Trade Center.

Int'l Pot Plant & Garden Expo - Guangzhou (China)
November 27-29, 2014
The International Pot Plant & Garden Expo (IPGEXPO) 2014 in China's Guangzhou is a key green sector trade fair for southern China and a sister expo of HortiflorExpo China.

Flower Show Turkey 2014 - Istanbul
November 27- 30, 2014
Flower Show Turkey 2014, part of the Eurasia Plant Fair, will take place at at the Istanbul Fair Center (CNR Expo).




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Montpellier with Gregor Lersch at the European Tutors Workshop
Amanda Randell MDPF

Recently Northeast Chapter member Tina Parkes, along with Julie Collins and Amanda Randell her fellow tutors at the Academy of Floral Art attended the European tutors workshop in Montpelier, France.  The European tutors meet once a year in Montpelier and come from various countries, this time the class composed of tutors from France, Romania, Spain, Russia and England.

The renowned floral demonstrator Gregor Lersch is the tutor to the group each year and chooses a different theme each time for everyone to discuss, experiment, challenge their way of thinking is very intense and  extremely educational to see how other countries/cultures disseminate the same element as the base and expand and create from there. 

Gregor's theme for the workshop in Montpelier with Floriform was Paper. He told us how he spent time experimenting with different kinds of paper and understanding how it's made. He feels that it's organic origins i.e. Wood, continues to feel a very natural addition to design when using it in its paper form. Gregor showed us lots of different kinds from barks, mulberry paper, hand made artisan papers to more refined craft papers and showed us techniques he discovered whilst handling it.

The work that was then created by the French teachers was spectacular. In particular Patrick Kokinopoulos from Art et Nature. Have a look at his Facebook page. Gregor was trying to give more cost effective options for creating designs and felt that paper was a great addition to florists work box.

France hold their teachers in high esteem, to be a teacher there is the highest accolade you can have so you do feel special.

Amanda is off to Romania in a week, they have requested that she prepares ten miniature designs.  Gregor style designs driven by technique using products you don't usually think of.  

 Giant cigars uses craft paper rolled around test tubes to hold the water



Kyogi bark and Moshu paper which looked beautiful 


silk paper to create the upright flower forms


hand made paper


Patrick Kokinopoulos

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“The Search for Innovation” with Ron Mulray
Valerie McLaughlin

Valerie Jackson McLaughlin's photo.

 Once a year, Longwood Gardens in Kennett Square, PA, hosts a featured flower designer and this year it was the Philadelphia area’s own Ron Mulray AIFD. The three-day event started off with an evening lecture followed by two days of hands-on workshops. The Longwood event was titled “The Search for Innovation.”

 The evening lecture was magical and Ron amazed us with arrangement after arrangement. In each, he expertly transformed mundane, everyday objects into beautiful backdrops for his spot-on flower designs. Often, he’d ask the audience, "What do you think this is?" Unlike a magician who holds his secrets close to his heart, Ron can't wait to tell the audience. One time, it is an industrial floor-scrubbing pad that he has turned into a gorgeous screen. As his exceptionally talented assistant, Cres Motzi, AIFD, helps him pin calla lilies to the scrubbers as the crowd collectively whispers, “Ahhhh.”

 Eighteen of Ron’s arrangements unfolded with added commentary from AIFD 's Tim Farrell, who described the elements and principals of design. A beautiful chandelier hung center stage and it was created with 10 bunches of aspidistra leaves, one bunch of extra-long amaranthus, and the “mystery item” of plastic serving spoons. Bundles of upright chopsticks in rice bowls paired perfectly with mini white anthurium and accented with handmade "roots." Pieces of fireplace kindling is transformed into a bowl. Bed springs, metal tire threads and  are turned into a sculptural backdrop for hypericum berries, long bear grass and raffia. Ron’s endless creativity was mesmerizing. Everyone wants to know how does he think of these things and, just by watching him create these arrangements, a bit of Ron’s magical touch rubbed off on the audience.

 Those of us who have had the honor of seeing Ron Mulray on stage know he is an effervescent showman, but his true calling is teacher. Ron couldn't wait to tell his Longwood Gardens audience that packaging strips are the secret ingredient in the days arrangements. Everyone was gently coaxed to expand their creativity and if they don't, he gently advises them to start over. The result was also better—and more creative arrangements. In all, the lecture and two days of classes were inspirational and educational, as well as full of laughter and pure Ron Mulray innovation.  


Ron Mulray at Longwood !  Ron is ALWAYS entertaining ,an unbelievably giving teacher ,his ideas are really something not seen before ... Only something he could dream up !  Valerie Jackson McLaughlin

 Ron Mulray at Longwood ! Valerie Jackson McLaughlin Your program and classes were full of fun and creativity ... Definitely had the wow factor !! You were meant to be a teacher . You expertly guide your students with your spot on critique inspiring them to grow into the best designers they can be ! Thank you so much






Tim Farrell AIFD, Ron and Cres Motzi AIFD              


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Want to earn the business of the newly engaged? Or land the town’s biggest springtime gala?
Katie Hendricks

Want to earn the business of the newly engaged? Or land the town’s biggest springtime gala?

 To appeal to the fashionable and fabulous, who often have deep pockets, you’ll need to convey that you’re a florist in the know. Fortunately, you can get up to speed in a jiffy by standing on the shoulders of giants.

 Bill Schaffer, AAF, AIFD, PFCI, and his wife and business partner, Kristine Kratt, AIFD, PFCI, of Schaffer Designs in Philadelphia have done some serious legwork on your behalf. They've spent the past year traveling the world on product development trips, scouring fashion blogs for emerging color and patter combinations, attending event expositions and conferences, studying event blogs and publications, analyzing social media posts, and scrutinizing home décor colors, textures and patterns.

 Their findings are now available in the International Floral Distributors’ Flower Trend Forecast 2015. You can get in-depth examples of the four biggest looks—Majestic, Lapis Luxury, Kaleidoscope and Modern Garden — on YouTube or at

Katie Hendrick is a freelance writer based in Sarasota, FL, and editor of the Florist 2.0 newsletter. She is also a contributing editor for the Society of American Florists.

 3rd of 4 trend stylings created and designed by Bill Schaffer and Kristine Kratt of #SCHAFFERDESIGNS in Philadelphia, PA, USA for the 2015 FLOWER TRENDS FORECAST for the International Floral Distributors.         2nd of 4 trend stylings created and designed by Bill Schaffer and Kristine Kratt of #SCHAFFERDESIGNS in Philadelphia, PA, USA for the 2015 FLOWER TRENDS FORECAST for the International Floral Distributors.


1 of 4 trend stylings created and designed by Bill Schaffer and Kristine Kratt of #SCHAFFERDESIGNS in Philadelphia, PA, USA for the 2015 FLOWER TRENDS FORECAST for the International Floral Distributors.4th of 4 trend stylings created and designed by Bill Schaffer and Kristine Kratt of #SCHAFFERDESIGNS in Philadelphia, PA, USA for the 2015 FLOWER TRENDS FORECAST for the International Floral Distributors.
To watch the video: 



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Symposium 2016

To: North East Regional Members

From: Lori Novak AIFD
 Tom Simmons AIFD
 Symposium Coordinators for 2016 Symposium - INSPIRATION

Greetings to all our fellow AIFD members in the North East.  We are sure the fall season is in full swing in your part of the world, filled with great colors and textures that are characteristic to autumn.

Many of you know that the 2016 Symposium was suppose to be in Philadelphia but due to issues with the hotel, the National Board was faced with relocating Symposium to another region.  The Marriott Hotel in Anaheim California became the facility due to a great location and a perfect convention space for AIFD.

We would like to ask if there are any of you in the North East who had contemplated being part of the Symposium when it was to be in Philly, whether a committee appointment or possibly a main stage designer, now you have the opportunity.  We are in the process now of filling positions for committee volunteers like Flower Processing, Volunteer Chair, Security, Linen Coordinator, VIP Flowers, etc.  We are also looking for designers to grace the Main Stage as well as some Break Out sessions.  The “request for programs” application is available upon request to either one of us, which is how we select design programs. 

So if you are interested or know of someone who is thinking about it, please reach out to us.  We are very excited to combine not only the South West and North East but many members from other regions. 

Lori Novak AIFD                            Tom Simmons AIFD
909/921-4958                                 310/367-9434            


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Trade Fair 2014: A peek behind the scenes of ‘Delivering Happiness’
The Village takes you on an exploration of the future.


NH20131106 093 HR

What does the future hold for the whole of the floral industry,  The Village, which will be at the heart of the FloraHolland Trade Fair attempts to give an answer.  Visitors will get not only inspiration here but also a glimpse of the future. 

The Village is focused on end customers: on florists and retailers and on customers, exporters, breeders and growers. In short, the entire horticultural chain. Trends, concrete sale concepts and workshops will stimulate visitors and encourage strategic reflection. The consumer's experience takes priority!

Under the motto `Delivering Happiness', the Village will outline the vision of the future in 2020 and beyond. How will the consumer be buying his or her plants and flowers? In a world that is accessible 24/7 through the Internet, where the consumer can orient himself entirely online and find the lowest price. But the consumer will also be looking for the experience and emotional value of plants and flowers, so how will that be translated onto the shop floor? And if 'online' is fully incorporated into our sector, which links in the supply chain will survive? 

In the future, what will be the consumer's buying behaviour regarding flowers and plants? With four scenarios, an image is sketched for the visitor of how it may come to pass. High-tech developments will be linked to an ultimate experience of flowers and plants.

Consumer behaviour in 2020 reflects the disappearance of boundaries between online and off-line. It is oriented to convenience; their well-being takes priority. And their own personal interpretation of their own wishes and ideas controls their buying behaviour. Sustainability must be commonplace. This means not just corporate social responsibility, it also includes using means of production sensibly, avoiding stockpiling, reuse and sharing of products.

One of the scenarios presents an application that makes flowers and plants available to consumers 24/7. Day or night, at any time, you can make your purchase whenever you want. Typically, high traffic locations benefit, like bus and train stations, entertainment venues, airports. But florists, garden centres, DIY stores and supermarkets will also profit from the trend. Convenience is the name of the game; the consumer arranges her own bouquet, buys the flowers and plants of her choice and has them delivered to the location she wants at the time she wants. Elaborated in a technical module that offers practically unlimited possibilities. Developed by the companies 'Glow' and the 'Jongens van Boven', as commissioned by FloraHolland.

The FloraHolland Trade Fair Aalsmeer will take place from Wednesday, 5 November through Friday, 7 November 2014.

For more news and information visit


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Online Flower Orders Rapidly Increasing
Hannah Dunne The Florist October 8th, 2014

Here is a very interesting article on online purchasing and where flower buying online or browsing  is increasing in the UK.  As we all know what happens on one side of the pond is sure to start or is already happening on the other side.

Flowers have come fifth in a list of the fastest growing products purchased online in the UK, falling immediately after eBooks.

If customers can’t buy your beautiful blooms with the click of a button yet, these recent stats may persuade you to take a good look at the way your website works…

Nielsen contacted us with their latest research listing the fastest growing items purchased online. Whilst motor-related products, computer equipment and eBooks topped the list, we were intrigued to find that flowers fell in fifth place.

These stats don’t mean that flowers are one of the most popular commodities to be bought online, but that the amount of consumers looking to order them online is rapidly increasing.


Key Figures for Florists

☻ Flowers are the fifth fastest (171%) growing e-commerce product in the UK, after motor products, computer hardware, software and eBooks.

☻ In comparison to the rest of Europe, Britons are 73% more likely to buy flowers online.

☻ One third (34%) of Britons don’t like buying online due to delivery costs.

☻ One in four (24%) often find shopping sites very confusing.

☻ Over half (54%) read online reviews before buying.

☻  Nearly one in five (18%) use social media to help make purchase decisions.


The study, which polled more than 30,000 respondents in 60 countries, also found that British consumers are almost 40% more likely to buy items online than Europeans as a whole.

Britons are particularly click-happy when it comes to buying DVDs/game discs and groceries (both 86% more likely), flowers (73%), CD/records (68%) and alcoholic drinks (67%) than our European counterparts.

However, one third (34%) of Britons don't like buying online due to delivery costs – a particularly notable figure for florists, while three in ten (29%) say they don't trust giving their credit card information online.

One in four (24%) often find shopping sites very confusing and over half (56%) admit they often check out products online before buying in a shop. So time to think about how you can make your website easier and more enjoyable to use.

Half of the Britons polled say they spend a lot of time researching online before buying and over half (54%) read online reviews beforehand. And nearly one in five (18%) use social media to help make purchase decisions. 

What does this mean for florists? It definitely doesn’t mean that demand for click-and-buy blooms will be decreasing anytime soon so it’s key that your website is up to scratch in order to keep up with the corporate competition.

Remember to utilise all of the (free!) online options available to you – such as social media and review sites like Yelp and FreeIndex. In our latest readers survey, setting up social media accounts for business was number one on your list of marketing plans for this year, so make sure you stick to it!

We were recently contacted by a florist who told us that having a FreeIndex listing boosted their own website, giving them more generic listings on Google’s first page after typing “Florist in [your area]”.

There are tons of ways to boost your online profile. If you’re in need of a hand, check out our tips for 21st century success, where you’ll find contact details for specialist florist website developers and info on SEO. 


If you want to read more on the floral industry and keep up to date on trends visit



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Florist 2.0 October 2014



When clients meet with Nicole Kaney, a Sarasota, Fla.-based wedding planner, they almost always come armed with dozens of photos they found on sites such as Style Me Pretty, Fab You Bliss, 100 Layer Cake, Destination I Do, The Oceanside Bride, and Every Last Detail.

“There’s no denying the influence of blogs,” Kaney said. “Brides are really paying attention to them.”

That’s why Kaney makes a concerted effort to get her work featured on the above blogs as frequently as possible.

“It’s instant credibility,” she said. “Every time I get published, it boosts my reputation.”

If you thought all it took to get posted was luck, try again. Every single wedding was submitted by one of the vendors.

 Here are Kaney's tips to get your work in front of brides-to-be:

 · Stay in touch with your bride’s other vendors, namely her planner and photographer. “If you notice, during the planning process, that you’re working on a really remarkable wedding, bring it up with the planner and photographer in advance,” Kaney said. This makes it easier to gather the necessarily details for submission than if you wait several weeks or months after the big day.

 · Read the specific guidelines for each site. “You’ll achieve nothing if you send blanket submissions,” Kaney said. “Some sites want 10 photos; others, 25. Some want a personal story from the bride. Some just want a list of vendors.” Carefully reading the rules and tailoring your submission shows respect to the editor making decisions which weddings to pick, which ups your odds of publication.

 · When you’re published, you’ll receive notification. When you do, promote it like crazy. Kaney immediately posts to her business Facebook page, Instagram account and website and tags all the other vendors, so it’ll show in their networks too. “Sometimes I’ll just go ahead and post it directly on their pages, rather than asking them to share it themselves,” she said. “It only takes a few more minutes and then you know your post is out in front of their followers.”

· Be persistent. “Don’t be discouraged if you get denied,” Kaney said. “I’ve had some truly amazing weddings get turned down. You just have to keep trying. Eventually you will get published.”


  Katie Hendrick is a freelance writer based in Sarasota, FL, and editor of the Florist 2.0 newsletter. She is also a contributing editor for the Society of American Florists.



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NERC Memorial Scholarship Application
Scholarship Application for 2015


If you know of a promising floral student or intuitive designer who would like to attend symposium next year in Denver, encourage them to apply for our NERC Memorial Scholarship.  If they are not already CFD or AIFD designated, they are eligible to apply.  Scholarship and grants are also available through the AIFD  Foundation.

 North East Regional Chapter Memorial Scholarship

Please review the Scholarship Criteria page, as there have been some recent amendments to better serve our applicants applying for the scholarship.

Our scholarship liaison is Mary Robinson.  The attached application can be downloaded. Please follow the application instructions, and return the application to Mary at:  24 Cassidy Dr. Saratoga Springs NY 12866

The date for the Memorial Scholarship application is 1 month earlier this year.  Application for the 2015 scholarship due by February 1, 2015.

NERC Memorial Scholarship App 2015 link is below:

NERC Scholarship App 2015 -Revised 07-14.doc 

AIFD Foundation Scholarships funded by the North East Regional Chapter

 The following Scholarships & Grant Applications are available to apply for at the AIFD Foundation:  
                                                                       2015 Student Application
                                                                       2015 Grant Application        
                                                                       2015 Symposium Scholarship 

 To find these apps:  Go to:

 Look under the 'Scholarship Information' Tab on Toolbar

Choose the 'Scholarships & Grants' Tab

Download the application forms listed above

Deadline for the Foundation Scholarships & Grants is January 31, 2015.
The applications must be received at Foundation Headquarters by that date.      

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NERC Board Members and Chapter Pin Information

The Northeast Chapter includes the following on this side of the pond and the other side of the pond:

Connecticut, Delaware, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont and the Canadian Providences of Ontario, Quebec, New Brunswick, Newfoundland, Nova Scotia and Prince Edward Island and the United Kingdom.

 Regional Officers:

 President - Theresa Colucci   845-255-3866 
  President-Elect - Janet Black  207-514-3500 
  Vice President - Bill Murphy  717-679-9009
  Secretary - Dot Chenevert  845-229-9336
  Treasurer - Ken Norman 201-675-5946
  Past President -  Polly Berginc 724-679-2872

Board of Directors:
 Michael Brody (15) 570-522-6476 
 Rob DeBellis (16) 609-270-7884
 Dan Firth (17) 717-248-7843 
 Jane Godshalk (15) 610-896-8292
 Susan Krabill (16) 302-697-3273
 Laurie Lemek (17)  877-273-0194
 Adelaide Linn (17)  267-642-6312
 Crescentia Motzi (16) 610-518-1270
 Chris Ondrak (17)  908-782-5459


Chapter Pin

The Northeast Chapter has a beautiful gold (not solid but coloured) pin which represents our chapter with a spray of acorns and a cluster of oak leaves, this symbol represents the Region on both sides of the pond.  The pin is approximately 1"W x 3/4 H.


For those members who would like to purchase the Northeast Chapter pin  If you do not already own our chapter pin, they are still available to purchase.  

The price is $25.00 (plus $5 shipping). If you are interested in purchasing a pin contact Janet Black,  or mobile number (207) 514-3500.

The pin is also available at upcoming NERC sponsored events, check the NERC event calendar for information of when and where.    





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Northeast Newsletter Contact Information
Editor: Jo Jarvis AIFD, CFD

Please contact Jo Jarvis or Polly Berginc  with any news stories or information you wish to submit by email to: or  We are always looking for news involving our members and regional upcoming events, so PLEASE help us keep the newsletter interesting by submitting leads and information.

Please Note: All photos submitted should be sent as a jpg file; We can re-size the images to fit into the newsletter format as needed.

Please also visit the national website at for additional news and information.  Current and back issues of our NERC Newsletter are available on the NERC Chapter page. 

If you have a change of address, or a new email address, please forward me the information for our contact distribution list update. (Otherwise, you may not receive future newsletters to your email)  

NEXT ISSUE December 2014

Deadline for articles for next issue is November 30th, 2014==so if you have any news or something of interest to share please send it in to either of the above emails to ensure it is published...

If there is anything that you would like to see in the newsletter, business, design trends, techniques, new products please let me know so that I can endeavour to be able to research in order to put it in one of the issues....this is a work in progress and I need to know what you want to read....Jo 


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AIFD North East Region,
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Baltimore, MD 21230
TEL: (410) 752-3318
FAX: (410) 752-8295