From August 11–14, our team joined the floral community in Phoenix, Arizona, for the SAF Annual Convention—and what a week it was! In the middle of the desert heat, we spent four days diving into inspiring sessions, creative design, and so many chances to connect with friends from across the industry. SAF is always one of our favorite times of the year, and this convention reminded us exactly why—it’s where learning, laughter, and lasting connections all come together! Whether you missed the trip or want to revisit the highlights, here’s our recap of an incredible week.
The convention kicked off with the Exhibitor Showcase, where the ballroom was filled with suppliers, growers, wholesalers, and organizations all ready to connect with attendees. The energy was electric as the industry came together under one roof to share products, ideas, and inspiration. Our booth quickly became a hub for conversation and connection—we loved welcoming so many new and familiar friends and soaking in the buzz of the week ahead.
One of the highlights for us was celebrating Kim Nowak of Karen’s Flower Shop, who won our Free Year Giveaway! It was such a fun and festive way to set the tone for the coming days, and we couldn’t think of a better kickoff to the convention. Between the meaningful conversations and the sense of community throughout the showcase, it was clear from day one that this year’s convention would be unforgettable.
This year, we had the joy of co-hosting the Next Gen Reception with BloomNation for the first time— let’s just say, it set the bar high for fun! After a full day of learning, young professionals came together for a night that was anything but ordinary. The East Coast vs. West Coast theme brought out a playful rivalry, complete with 17 life-size cutouts that had everyone doing double takes. From icons like Snoop Dogg, Taylor Swift, Lady Gaga, Tupac, and Biggie, to our own floral friends Williee, Irving, Nicole, Oscar, Austin, Jenny, and even BloomNation’s Farbod and our very own Corrine—it felt like the guest list was straight out of a dream (or maybe a floral fever dream)!
Each cutout came with some “floral wisdom,” and they did not disappoint. Snoop reminded us he’s “laid back… with my mind on my florals and my florals on my mind,” while Irving quipped, “Yes, I brought champagne. No, it’s not optional.” Needless to say, the photo ops were endless—and hilarious!
To top it off, the signature drink of the evening, the Notorious M.A.R.G., gave a nod to East Coast legend Biggie Smalls while keeping the dance floor buzzing. Between the music, the laughter, and the inside jokes that will live on for years, the reception was everything we hoped for: a chance for the next generation of floral pros to unwind, connect, and celebrate each other.
We also introduced our “In My Era” activity, where attendees shared the eras they’re currently living in—whether it was a “business hustle” era, a “creative design” era, or even a “finding balance” era. It sparked real conversations and plenty of laughs, giving everyone a chance to connect in new and unexpected ways. By the end of the night, one thing was clear: "Next Gen knows how to party" (thanks, Tupac!)—and we can’t wait to do it again!
Looks like our Corrine cutout has officially reached celebrity status—flying home first class on Delta! She even had her own personal security detail, with David Register making sure no paparazzi (or baggage handlers) got too close.
This year's educational programming was packed with insights designed to strengthen design skills and business strategies. The convention opened with Talmage McLaurin, AIFD, presenting the 2026 Flower Trends Forecast, setting the tone with a look at colors, textures, and styles on the horizon. Sessions like Profiles in Color helped florists translate trends into customer-focused sales, while Are You Overstaffed, Understaffed, or Just Guessing? tackled one of retail’s most common challenges.
On the business side, topics ranged from succession planning and staffing strategies to Wellness Tools for Personal and Professional Growth with Holly Haveman, PFCI, and an economic outlook from Dr. Charlie Hall. Hands-on Experience Zones gave attendees the chance to practice new techniques, while sessions like The Business of Goodbye with Vonda LaFever, AAF, AIFD, PFCI, and Tim Farrell, AAF, AIFD, PFCI, and The Empowered Team with Laura Walsh, AAF, PFCI, focused on practical strategies to strengthen design offerings and team culture.
In her State of the Industry address, SAF CEO Kate Penn shared an optimistic perspective on floriculture, pointing to increased consumer spending on flowers, opportunities in sustainability, and the importance of connecting with the next generation of customers and professionals. She also spoke to challenges the industry continues to face—from supply chain hurdles to rising costs—and encouraged florists to balance efficiency with genuine customer connection.
One of the most exciting announcements during the week was the launch of That Flower Feeling’s newest initiative, Just Add Flowers. Building on the success of their original self-care campaign, this effort encourages consumers to see flowers not only for special occasions but also as an easy way to brighten everyday moments. The fresh, playful message is supported by marketing tools that florists can use right away, helping shops spark new conversations with customers and inspire more frequent flower purchases.
One of the most anticipated parts of the convention is always the Outstanding Varieties Competition, which showcases the very best from breeders and growers worldwide. This year, more than 180 entries were evaluated on color, form, stem and foliage quality, and overall presentation.
The top honor of Best in Show was ‘Moderna Dolce’, a medium pink butterfly ranunculus presented by Rosaprima. With its graceful aesthetic, impressive vase life, and versatile use in design, it captured the judges’ attention and admiration.
In addition to the overall winner, the following varieties earned Best in Class recognition:
Cut Alstroemeria: ‘Canyon’ by Continental Flowers
Cut Bulb Flower: ‘Moderna Dolce’ by Rosaprima
Cut Chrysanthemum: ‘Everest Blanco’ by Icon Selections
Decorative (Cut) Foliage & Berries: ‘Smiley Romance’ hypericum by Floral Chain Direct
Cut Gerbera: ‘Berra’ by Green Valley Floral
Cut Garden Rose: ‘Moon Dream+’ by Dümmen Orange
Other Cut Flower: ‘Tweedia Pure Blue’ by Green Valley Floral
Cut Rose: ‘Mamma Mia’ by Royal Flowers
Cut Spray Rose: ‘Lady Ella’ by Eufloria Flowers
Breeder’s Category: ‘Zavir’ by Icon Selections
This year’s showcase celebrated the innovation and artistry behind the blooms we love most. It was inspiring to see so many varieties destined to shape floral design trends in the years to come.
No SAF Convention would be complete without celebrating the incredible talent and dedication within our industry. This year, Kennedy’s Flowers & Gifts of Grand Rapids, Michigan, was honored with the Marketer of the Year Award for their creative refillable vase program. What started as a small initiative has become a signature offering that builds customer loyalty, reduces waste, and strengthens community connections. Their innovative approach is a powerful example of how florists can think outside the box to add lasting value for their customers.
The Stars of the Industry Awards also recognized individuals whose leadership and contributions continue to shape the future of floriculture. Among the many honorees were Augusto Solano, AAF, of Asocolflores, who was inducted into the Floriculture Hall of Fame, and Dianna Nordman, AAF, of the Texas State Florists’ Association, who received the Paul Ecke Jr. Award. Lorraine Cooper, AAF, AIFD, PFCI, was presented with the President’s Award for her outstanding service, while Jackie Lacey, AAF, AIFD, PFCI, was honored with the prestigious Tommy Bright Award. The Rising Star Award shined a spotlight on emerging leaders Sam Bowles, AAF, of Allen’s Flowers, and Sahid Nahim of New Bloom Solutions, while additional honors included the Alex Laurie Award to Rick Long for his dedication to education, the Gold Medal Award to Patricia Knight, Ph.D., of Mississippi State University, and the John Walker Award to Judy Laushman of the Association of Specialty Cut Flower Growers. Each award reflected the passion, commitment, and excellence that drive our profession forward.
Another exciting moment of recognition came with the Sylvia Cup Design Competition, the industry's longest-running live floral design competition. This year’s theme challenged designers to create extraterrestrial-inspired designs, incorporating surprise elements that tested creativity and technical skill. Nineteen designers competed in this fast-paced challenge, with Judy Janzen, AIFD, CCF, taking home first place. Libbie Conley, CF, earned the first runner-up spot, and Olga Savchenko, AIFD, was named second runner-up.
One of the most inspiring parts of the week was stepping into the local floral community. At the Arizona Flower Market, we toured their dynamic operation and saw firsthand the teamwork that brings thousands of orders to life. From their welcoming staff to their on-site greenhouse, every detail was designed to make fresh products accessible, especially important in the Arizona desert climate. We were especially proud to see one of our own customers leading the charge in such an impressive space.
At Metro Tech High School, students and alumni shared the impact of floral education in their lives—from launching small businesses to developing essential life and career skills. Their program goes beyond design, teaching leadership and management through roles like “Store Manager” and “Assistant Manager.” It was clear that this next generation is stepping into the industry with passion, purpose, and strong preparation.
The SAF Annual Convention once again proved to be a place where our industry comes together to learn, connect, and celebrate the power of flowers. From the buzz of the Exhibitor Showcase to the laughter at the Next Gen Reception, from educational breakthroughs to honoring industry greats, Phoenix gave us so much to take home and carry forward.
We’re grateful for every conversation, every new idea, and every shared experience. Until next year—see you in Amelia Island!
Photo Credits: Society of American Florists, Details Flowers Software, Jena Gizerskiy, Nicole Palazzo, Williee Armellini