North East Newsletter AIFD
In This Issue
Greetings from the President
Theresa Colucci AIFD, PFCI
EXTRA! EXTRA! Read all about Bridal Bouquets!
Hannah Dunne The Florist May 31
World Cup of Floristry in Berlin!
June 13-15th
A Celebration of the Rose
Chelsea Week
How hipster florists borrowed from 16th century paintings and made flower arranging cool
Nathalie Atkinson The Globe and Mail May. 06 2015
How Storytelling Can Build a Real Connection with your Audience
Florist 2.0 Blog
Hipsters & Hanging Blooms Ė You Canít Miss This in Wedding Season 2015
Global Petals Published by on May 19, 2015
Royal FLORIA Putrajaya 2015
Pintrest Best Practices for Florists
Florist 2.0
A brand new digital magazine
Hannah Dunne June 01, The Florist
Product Profile: Alliums
New Covent Garden Market June 2015
NERC Board Members and Chapter Pin Information
Northeast Newsletter Contact Information
Editor: Jo Jarvis AIFD, CFD

June 7th, 2015

Greetings from the President
Theresa Colucci AIFD, PFCI


Hello to all the wonderful North East Members,

What a fantastic year this has been!  I am so lucky to be a part of this region and it’s hardworking board and dedicated members.  We have really done a fantastic job on all of our events this year.

Since our last board meeting, we kicked off the remainder of our year with a multi award winning Best in Show exhibit at the Philadelphia Flower Show.   Everyone is still talking about it!

But, we had no time to let the dust settle and we were on to the North East Floral Expo.   We  sponsored a trade show booth designed by Dot Chenevert and got the AIFD word out to hundreds of attendees.  Saturday evening after the gala, we hosted a runway wedding bouquet fashion show.  Our designers, Rebecca Carter, Patricia Patrick, Robert DeBellis and David Siders wowed the audience with fabulous designs.  This was truly an entertaining and educational event!  Once again, CFA wants us back next year!

We held a brunch at my house in the beginning of April.  It was a beautiful, sunny day and we had  the chance to eat, drink and be merry without having to work!  Thank you to all who attended.  It was a lovely time to get to know each other better.

In late April, we hosted a sculpture class for members under the leadership of artist, David Siders.  Those of you who know David are familiar with his amazing sculptures.  We were able to step outside our floral world and twist and bend our creative minds to create some fantastic pieces.  David and Rudy then hosted a wonderful supper at their home!  It was truly a fantastic day!

Congratulations to our scholarship winners
NE Regional Grant:  Leslie Otto of Brunswick, Maine
NE Foundation Scholarship:  Amanda Coghill of Caithness, Scotland

Lastly, Polly Berginc is working on a NE member social at symposium.  Get to know your fellow members better and enjoy some noshing, libations and great conversation!  If you are attending, please be sure to check your email for an evite.  Also check the symposium event board at the hotel for time and place. 

I am very happy to have carried out my vision as president and look forward to the continued leadership by future members.  I would like to thank the board for many hours of hard work.  It takes a lot of volunteer hours to carry out all that we have accomplished.  It was a pleasure to work with all of you.


Theresa Colucci

“The dictionary is the only place that success comes before work. work is the key to success, and hard work can help you accomplish anything.”
― Vince Lombardi


Theresa Colucci AIFD, PFCI
PO Box 59
Gardiner, NY 12525
(845) 255-3866

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EXTRA! EXTRA! Read all about Bridal Bouquets!
Hannah Dunne The Florist May 31


Floral fireworks were created at the first Bouquet Tales lab in Holland when nine ambassadors from all over Europe got together to give their take on innovative but saleable bouquets. So many fresh ideas were brought to life that the team have stashed away tons of imagery, keeping it top secret until it’s chosen to be featured in the increasingly popular and ever inspiring Bouquet Tales newspaper. The third issue is out now, the big scoop? It’s time for bridal designs!

To get your hands on one visit your nearest Van Vliet, or Wolverhampton Flowers, Gilbert Thompson or Zest Flowers (New Covent Garden) where you can pick up your free copy (kind of like the Metro… but better) and have a read on your next tea break. Otherwise click here to download a digital version. Here’s a sneak peek of what’s on offer…


You’ll probably already know of Brits Joe Massie, Claire Cowling and Heidi Lawley. Award winners, authors and more, our national representatives have done us proud with new and exciting ideas. Plus top European designers Sofie Celander, Annick Mertens, Joan Stam, Gil Boyard, Geertje Stienstra and Rani Vermeulen have created equally gorgeous stuff… look them up if they’re not already on your radar!


Natural shine, whimsical romance, grace and luxury, sleek elegance, surprising charm and always on trend. Six concepts guaranteed to make a bouquet stand out from the crowd, which is why the Bouquet Tales key players are Anthurium, Avalanche Rose, Hydrangea, Calla, Chrysanth and Pure Seasonal Flowers.


This issue of the Bouquet Tales paper has the big scoop. Our floral ambassadors created a selection of jaw-dropping wedding designs at their lab but photography has been kept under wraps until now.


You don’t technically need to read the paper to get your hands on the free image collection, but in this issue the Bouquet Tales team announce that their full photo gallery is yours for the taking. You’re welcome to use all imagery that’s been released for your own marketing and social media. Become a ‘visual storyteller’, embrace the movement, and become a Bouquet Tales ambassador yourself.

When was the last time you made a bouquet that made you go ‘WOW!’? That’s what Bouquet Tales is all about. When it happens don’t keep it under wraps – share your designs and ideas via the Bouquet Tales Facebook page and you could see your own name in the papers next. Visit for more information and design ideas on film! 

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World Cup of Floristry in Berlin!
June 13-15th

From June 11 to 13, 2015 the world’s best florists come together in Berlin for a competition of superlatives! For the first time in 33 years, the Fleurop-Interflora World Cup is returning to Germany! The venue for three-day global trade event is the vibrant metropolis of Berlin. The German capital is the “place to be” in Europe and is currently attracting people from all over the world. Berlin inspires and combines international flair with economic dynamism and multicultural influences. These are perfect conditions for creative excellence from the best floral designers in the world. Spectators can look forward to entirely new and creative presentations of different perspectives on the

World Cup motto “Freedom”.
“Freedom”! That is the defining theme for next month’s Fleurop-Interflora World Cup of Florists. Celebrated floral designers from 26 different nations will seek to illuminate the weighty concept, as they get creative with their floral masterpieces over the course of the famous championship. 

"When I first heard I was the  UK representative for the fleroup-Interflora World Cup in Berlin In June 11-13th 2015 I was extremely excited as this would be the second time I have competed at this competition where I was placed 7th in Shanghai in 2010. I waited to find out what the schedule was, to find that this would be a competition to push the boundaries and the mind.

When we finally received the schedule it was time to start preparation so first I started to sketch many, many designs of which I feel would be suitable. Once I decided on the designs I would create a small version of the piece and do many testers. Now I was ready to create the full size competition pieces. Over the next three months I would start to build the designs to fruition I test with flowers to make sure I can make them within the timescale of the schedule. This is quite an exciting time to actually start to see your pieces come to life. I cannot share everything about the pieces as these are top-secret at this moment in time and I hope when the competition is over you will enjoy my creations."  Neil Whittaker NDSF, AIFD  Great Britain Competitor  Northeast Member 

A historical setting

The day-to-day striving to realize freedom and responsibility is a central theme all over the world. But, given its history, Berlin as the venue plays a special role. It was here – with the fall of the Berlin wall in 1989 – that we witnessed just how striving for freedom can overcome the greatest of barriers.

The quest for freedom inspires the imagination, breaks down walls, and overcomes borders. This exceptional force is to be the inspiration for the contestants at the World Cup 2015, who we can expect to release their artistic potential in masterly fashion.

Tasks and guidelines

Three fascinating championship tasks have to be completed by the participants between 11 and 13 June in Berlin. The titles 100% personal, 100% hand-made and 100% organic quickly make it clear which different approaches are available with freedom as a theme. The first championship task is all about the personality of the finalists. Free of the compulsion to observe rules or conventions, the individual workpieces should reflect the different facets of their characters.  

The second task requires the creation of a revolutionary bouquet that is striking, unique, and never before seen. Task three relates to freedom by reduction. All of the contestants are required to avoid using any materials that are not recyclable. This is all about creating a 100% organic floral design that is free of floral foam, wire, or metal.  


The jury of the World Cup competition has been selected and consists of six expert florists from around the world: Marios Vallianos (Greece, Chairman of the jury), Linda Johnson (Norway), Tracy Tomlinson (United Kingdom), Mark Pampling (Australia), Deborah De La Flor (United States) and Björn Kroner-Salié (Germany).  

All the designs will be evaluated on the basis of Florint’s 100-Points International Judging System, which considers various key design parameters.

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A Celebration of the Rose
Chelsea Week