When Phillip's Flowers and 800florals.com (a subsidiary of Phillip's), of the Chicago area, introduces new seasonal lines, they make sure designers and staff are pumped up and ready to sell by bringing in outside speakers and designers.

Twice a year, Phillip's gathers dozens of its designers together, from all 10 locations, for a workshop and design show that gives them a heads-up for the upcoming season's line. The business also brings in an outside speaker or designer to help "inspire and boost morale," explains Tracy Styke, stores operation manager for Phillip's.

"It brings a new surge of energy and perspective," Styke says. "The speakers are from all over the country so they bring different ideas of different trends and culture. It's a new outlook that charges [the designers] up."

At the most recent workshop, held the first week of March, Phillip's introduced René van Rems, AIFD, PFCI, a designer and author of "René's Bouquets, A Guide To Euro-Style Hand-Tied Bouquets," which is now in its second edition. During his talk, van Rems emphasized how style, color, composition and presentation are key in custom designs, Styke says.

"He's definitely an entertainer," she adds. "He loves what he does and he loves teaching."

Looking for a floral industry expert to educate and train your staff? Consider hiring a PFCI member. SAF's Professional Floral Communicators International is the floral industry's premier speakers bureau. Contact a PFCI member near you by searching the PFCI member directory at www.safnow.org/pfci.

--Kori Kamradt
kkamradt@safnow.org

 

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