In 2024, we had the privilege of sponsoring and attending various impactful events, from the AIFD Symposium to independent workshops and hosting stage presentations at SAF Next Gen and Wedding MBA. These gatherings provided invaluable opportunities to connect with passionate, talented individuals worldwide. They serve as a powerful reminder of the critical role education, innovation, and sustainability play in shaping the future of the floral industry.
By contributing to these events, we aim to support the industry's growth and ensure its continued success. We also want to highlight the incredible associations and individuals who dedicate their time and effort to organizing these enriching experiences, fostering opportunities for connection and learning. We hope this inspires you as you begin planning your 2025 event season!
SAF NextGen Live!
Last year’s SAF NextGen LIVE in sunny San Diego was a dynamic blend of education, networking, and unforgettable experiences for floral industry professionals. The Details team—Corrine, Avery, and Olivia—joined fellow attendees for sessions covering topics like sustainable floristry, sales strategies, and flower breeding. Highlights included learning from industry experts about creating new flower varieties, gaining insights into sales techniques from seasoned professionals, and discovering the meticulous processes behind flower growing and distribution. These educational experiences provided practical takeaways and fresh perspectives to bring back to our businesses.
Networking was a key focus, with plenty of opportunities to connect, from casual meet-and-greet sessions to themed dinners like the "Into the Wild" rooftop event we sponsored. Exclusive tours of Kendall Farms and Mellano and Co. offered attendees a behind-the-scenes look at sustainable farming and the intricate logistics of flower distribution. From breathtaking California hilltop views to Mellano's impressive warehouse operations, the tours showcased the artistry and precision that drive the floral industry.
If you missed this year’s event, mark your calendars for SAF NextGen LIVE 2025, which will be in Dallas, Texas, February 23-25. Click here to register to attend!
Intrigue Across America Tour
In 2024, we sponsored the Intrigue Across America tour. With stops in Florida, Georgia, Texas, Missouri, California, New Jersey, and Ohio, the tour brought together florists of all skill levels for two immersive days of hands-on design workshops and lessons in the business of floristry. Participants honed their craft through floral installations, learned advanced design techniques, and discovered practical strategies to streamline their businesses. Details was thrilled to participate in this journey, helping attendees master the art of organization and creativity to elevate their floral services.
Don’t miss your chance to join the 2025 Intrigue Across America tour! Visit the official Intrigue Teaches website to learn more about the 2025 tour schedule, registration details, and how you can secure your spot.
South Dakota Florists Association Annual Conference
Details Flowers Software was proud to support the South Dakota Florist Association Annual Conference by having Carrie Moore of Jenny's Floral in Custer, South Dakota, represent us at the event. Held in Pierre, S.D., the conference welcomed over 60 attendees and 10 vendors, offering a valuable opportunity for florists to network and learn. As a dedicated Details member, Carrie enthusiastically shared her experience using our platform, highlighting its all-in-one features and educational resources. Attendees were impressed by the platform's ability to streamline proposals and recipes, making it an ideal solution for florists in rural areas with smaller-scale events.
Carrie also emphasized Details' commitment to the floral industry through partnerships with floral schools, investments in education, and active support of state associations. Attendees appreciated learning about how Details empowers florists of all levels to save time, increase profitability, and enhance their craft. We extend our heartfelt thanks to Carrie for her outstanding representation and passion for our mission. Be sure to follow Jenny's Floral for more floral inspiration, and explore the South Dakota Florist Association to stay connected with their vibrant local floral community!
Great Lakes Floral and Event Expo
The Great Lakes Floral and Event Expo 2024 brought together florists, industry leaders, and creative minds for an inspiring networking, learning, and creativity weekend. Attendees participated in hands-on workshops led by floral experts like Alejandro Figueira, Derek Woodruff, and Ace Berry, gaining valuable skills and techniques. Flower Clique sessions on leadership styles and online marketing strategies provided fresh insights for business growth. Details Flowers Software was proud to be represented by Corrine, Avery, and Myranda, with booth decorations beautifully crafted by William Santos of Monarch Garden and Floral Design. A weekend highlight was the Awards Gala, where tables celebrated countries that have significantly influenced the floral industry, and Amber Kirkland of The Velvet Touch shined in multiple design competitions.
The event also featured enriching keynote sessions, including Kate Penn's industry insights and Dr. Breigh Jones-Coplin’s inspiring talk on nurturing growth and resilience. These moments encouraged attendees to reflect on personal and professional development. Congratulations to Beautiful Blooms by Jen for winning Retailer of the Year and to all participants for their achievements. Thank you to Rod and the GLFA Board for organizing another memorable expo.
We look forward to attending the annual event this year, February 28-March 2, in Grand Rapids, Michigan! If you want to learn more about the event, visit their website!
WFFSA Annual Distribution Conference
The WF&FSA Annual Distribution Conference in Miami is a highlight of the year, bringing together suppliers, growers, and leaders in the floral industry to showcase innovations and network. This year, our booth stole the spotlight thanks to Petal Productions, who transformed an AI-generated image of a flower-adorned laptop into a life-size Details Worksheet. Thank you to Carlos, Raffi, the Petal Productions Team, and Jet Fresh for creating a standout display for us! Our CEO, Corrine, along with Brandy, Olivia, and Greg, represented Details Flowers Software over three days at the Trump National Doral, where the exhibitor hall buzzed with top industry products and partners.
The conference offered networking opportunities, including Miami Vice-themed gatherings, fast-paced lunches, and lively after-parties. Details was proud to sponsor the Bloom After Party, hosted by New Bloom Solutions, featuring floral cocktails, dueling pianos, and dancing. Thank you to WF&FSA for organizing such a remarkable event.
The Annual Distribution Conference will take place March 2-5, 2025, in Doral, Florida, and we hope to see you there! To learn more about WF&FSA or join their organization, visit their website.
Florida State Florists' Association Annual Convention
Details team members Corrine, Avery, and Olivia attended the 2024 FSFA International Convention: Reflections – Past, Present, and Future. The event started with a stunning aquarium-themed opening reception, showcasing the creative talents of the floral community through designs ranging from sympathy arrangements to freestyle creations. The second day featured the Partner Showcase, where we connected with florists and partners like Flower Shop Network, Jet Fresh, Syndicate Sales, and Smithers-Oasis, reinforcing the sense of community that defines our industry.
The convention also included engaging presentations and discussions. The event ended with a cocktail hour featuring floral body art and celebrating Jet Fresh as Importer of the Year. We’re incredibly grateful for the opportunity to connect with many talented florists and partners and look forward to another year of growth, collaboration, and creativity in the floral industry!
The 2025 Annual Convention will be held in Orlando, Florida, at the Margaritaville Resort June 6-8. If you are interested in attending, here is the website where you can learn more!
Cultivated Blooms
Cultivated Blooms is a retreat for educators who teach floral arts to high school students. Cultivated Blooms is committed to empowering educators with the tools and resources to nurture inspiring and transformative learning environments. Cultivated Blooms equips teachers to foster creativity, engagement, and growth in their classrooms by offering thoughtfully designed retreats, comprehensive curriculum packages, and dynamic educational videos. Each resource is carefully crafted to support educators in building spaces where students learn and thrive.
Through these efforts, Cultivated Blooms aims to cultivate a community of educators who spark curiosity and innovation, creating classrooms where teachers and students can flourish. If you are interested in learning more and joining a community of fellow educators, here is the official website to learn more.
SAF Profit Blast: Cleveland, Ohio and Somerset, New Jersey
We are thrilled to highlight the experiences of our amazing customers, Jen Linehan of Beautiful Blooms by Jen and Samantha Belonga of St. Ignace in Bloom, who represented Details at the SAF Profit Blast in Cleveland, Ohio! Their enthusiasm for the floral industry and our software shone brightly as they shared firsthand how Details transformed their workflows from manual processes to a streamlined, user-friendly system. Jen and Samantha’s unique perspectives as local florists resonated with attendees, fostering meaningful connections and showcasing the real-world benefits of Details. From engaging in valuable networking opportunities to attending sessions like Donald Yim’s “Designing Insta-Worthy Events” and Derrick Myers’ insights on profitability, the event offered actionable strategies for florists to enhance their businesses. We’re grateful to Jen and Samantha for representing Details and encourage everyone to follow their incredible work.
Details PR Director Myranda attended the SAF Profit Blast in Somerset, NJ, an inspiring day filled with networking, education, and community building. Sponsored by DV Flora and Flower Shop Network, the event began with a Supplier Showcase, providing opportunities to connect with vendors, florists, and customers. Patience Pickner’s session, Celebrating Life Through Design, highlighted innovative sympathy arrangements and trends using Smithers-Oasis products. Derrick Myers shared strategies to boost profitability by managing costs across six key areas, while Derek Woodruff’s Make It Work session encouraged creativity and adaptability in design. Myranda praised the event as a valuable experience and encouraged florists to explore future SAF opportunities. Follow along with SAF to receive important updates regarding the 1-Day Profit Blasts in 2025!
Texas State Floral Forum 2024
Details team members Myranda and Jaden had an incredible time attending the Texas State Floral Forum in San Antonio, Texas. Held at the historic Omni La Mansión Del Rio, the event featured stunning floral designs created by the TSFA design team that perfectly complemented the venue’s beauty. The forum started with lively conversations with florists across Texas, setting the stage for an inspiring weekend filled with learning and networking. A highlight was the Texas Designer of the Year competition, where designers showcased their talent in various categories. Congratulations to Brandy Ferrer, a friend and customer, for winning the title and the opportunity to represent Texas at the Sylvia Cup during the SAF Convention in Miami!
Engaging presentations added immense value to the event, including Andreia Muller’s “Wedding Florals Unveiled,” which focused on upselling designs and maximizing versatility for wedding arrangements. Vonda LaFever and Lori Wilson of Flower Clique provided insights into pricing and creating photo-ready designs, while Chris Norwood’s session inspired attendees with his unique upselling techniques and impressive centerpiece designs. The event concluded with a heartwarming awards ceremony, celebrating the passion and achievements of the floral community.
The 2025 Conference will be held at South Shore Harbour Resort and Conference Center in League City, Texas
June 27-29, 2025. We hope to see you there!
AIFD Annual Symposium
The 2024 AIFD Symposium, themed "Emerge," unfolded with grandeur and an array of floral activities. Details Flowers Software brought Bridgerton-inspired charm to their Hospitality Suite, featuring teal parasols, paint-by-numbers, and a touch of intrigue with the Society Papers authored by "Lady Blossomdale." Workshops on design principles, cost control, and hands-on sessions set the stage for a dynamic event. Highlights included the floral pricing lecture by Corrine Heck and Jackie Lacey, the wedding insights by Ian Prosser and Zoë Gallina, and the community-building activity "Blooms Over Orlando," repurposing flowers for local charities. Attendees were treated to an enchanting mix of educational sessions, networking opportunities, and floral artistry showcasing from the industry's finest.
The symposium’s finale was spectacular, with awards ceremonies, gala celebrations, and forward-thinking workshops on AI and parametric design. Details Flowers Software founder Corrine Heck offered a behind-the-scenes look at how their software streamlined event planning, while generous giveaways from partners like Jet Fresh Flowers and Alexandra Farms added to the excitement. The blend of education, creativity, and camaraderie made this year's event unforgettable, leaving attendees inspired and eager for next year’s Symposium, "Reflection," in Palm Springs.
Arizona State Floral Association Annual Expo 2024
We recently had the pleasure of attending the Arizona State Floral Association Annual Expo in Phoenix, and it was an unforgettable experience! The event brought together floral enthusiasts, industry professionals, and vendors for a weekend of workshops, presentations, and networking. Highlights included insightful sessions like Joyce Mason-Monheim’s “The Nuts and Bolts of Events,” Ace Berry’s “Weddings Unveiled,” and Angelyn Tipton’s “Wedding Design Trends.” The expo hall buzzed with excitement as attendees explored cutting-edge floral supplies and technology, while networking opportunities allowed professionals to connect and share insights.
A standout feature of the event was the innovative eight-minute circuit, where attendees rotated through interactive mini-sessions led by talented designers covering topics like sustainable event creation, glue-free wearable flowers, and budget-friendly trends. The floral design competition stole the show, with Martha Aaron of Mountain High Flowers earning Designer of the Year. Awards ceremonies added a heartfelt touch, with Downtown Tempe Authority receiving the Public Service Award and Askren & Sons honored with the Hall of Fame Award. Congratulations to all the winners, and thank you to everyone who made the expo a celebration of creativity and community in the floral industry!
Kentucky State Floral Association Annual Conference 2024
We had a wonderful time attending the Kentucky State Floral Association Annual Conference for the first time, meeting new floral friends, and enjoying the Kentucky Derby theme! The convention kicked off with an insightful talk by Monica Richard, MWP, Kentucky/Indiana Director of the Association of Bridal Consultants, followed by the Kentucky Cup Competition. Day two featured a variety of engaging workshops and presentations, including Kristian Stubblefield's session on integrating AI in floral design, Doug Bates AIFD's discussion on Designer's Choice, Daron Frasier's creative floral art piece inspired by fine art, and Tom Bowling's exploration of blending fresh and artificial flowers.
The expo hall was buzzing with activity, showcasing the latest floral products, tools, technology, and exciting holiday offerings. Networking with floral professionals was a highlight of the event, and the evening at Churchill Downs, including tours of the Derby Museum, a gala dinner, and the Design of the Year Finalist Showdown, was truly memorable. We had a fantastic time and are looking forward to this year’s conference, "Seasons In Harmony—A Floral Symphony," in Louisville, KY, on August 1-3, 2025.
The 139th SAF Annual Convention
The 139th Annual Society of American Florists Convention in Miami was an unforgettable experience despite Tropical Storm Debbie’s best efforts. We were thrilled to introduce two new Details team members to the floral world. We were inspired by the dynamic events, from the Women in Floriculture gathering to the First-Timers Reception, which saw over 130 attendees. Highlights included insightful industry discussions, such as Kate Penn’s State of the Industry presentation and Charlie Hall’s analysis of consumer buying trends. The Outstanding Varieties Competition showcased impressive blooms, with Rosaprima earning top honors for their Moab and Redvolution roses. The Best in Show went to Valleflor's lavender 'Manuela' delphinium, a must-see for floral enthusiasts.
Throughout the event, we were energized by engaging sessions and interactions. Notable moments included our CEO Corrine's panel on "Secrets of a Growth-Oriented Culture," and the inspiring floral trends for 2025. The Supplier Expo brought excitement, while the SAFPAC Reception raised $10,000 for floral advocacy. Attendees were also treated to educational sessions on customer service, leadership training, and community engagement. The conference concluded with the Stars of the Industry Awards and the Sylvia Cup design competition. We wrapped up the week with a fantastic Blooms and Birdies golf tournament hosted by Jet Fresh. Thank you to everyone who made this year’s SAF Convention a success—we can’t wait to see you this year in Phoenix!
2024 Arkansas Florists' Convention
The 72nd Annual Arkansas Florists Association Convention, held August 25-27, 2023, at the Wyndham Riverfront Hotel in Little Rock, was a floral fairytale come to life! With the enchanting theme “Happily Ever After,” the event celebrated creativity, community, and the beauty of flowers. From the excitement of the opening ceremony and floral competitions to hands-on workshops and advanced design sessions, attendees were immersed in learning and inspiration. Highlights included the whimsical “Happily Ever After” dinner, where florists dressed as beloved Disney characters for a night of dancing, karaoke, and laughter, and the prestigious Arkansas Cup competition, showcasing the region's top floral talent.
The weekend brimmed with standout moments, including Jacob McCall's emotional bouquet presentation, Tricia Upshaw's hands-on expertise, and the Cinderella-themed banquet honoring industry luminaries like Sharon Ivey and Christina Day-Essary. Sunday concluded with inspiring showcases by Ace Berry, Alan Masters, and Sandy Schroeck, who captivated with fresh design tips and heartfelt tributes. Between networking, vendor showcases, and warm hospitality, the event truly celebrated floral artistry and passion. We eagerly anticipate next year’s convention to relive the magic and marvel at even more brilliance!
Fun 'N Sun 2024
The recent CalFlowers Fun 'N Sun event in Carlsbad, California, was a vibrant celebration of the floral industry, bringing wholesalers, florists, educators, and innovators to share creativity and passion for floristry. From the disco-themed networking night—where attendees, including Greg and Corrine, dazzled in '70s attire and won Best Dressed—to the Women in Floriculture meeting, the event fostered a sense of community and collaboration. Highlights included the lively industry band led by Williee Armellini and CalFlowers' initiatives, such as That Flower Feeling, which emphasize flowers' emotional and psychological impact. These efforts reflect the deeper purpose behind floristry: bringing beauty, joy, and connection into people’s lives.
The event also showcased forward-thinking ideas and innovations. The Flower Fair was a hub of inspiration, featuring the latest products, services, and trends in the industry. Presentations on AI applications for florists by speakers like Liza Roeser, Sam Bowles, and Ryan Black demonstrated how technology revolutionizes workflows and creativity. Time spent at the Details Flowers Software booth further emphasized the importance of shared ideas and collaboration.
FleurEx 2024
Corrine Heck and her husband Greg had an unforgettable time at the British Florist Association’s FleurEx event at the University of Nottingham. Over two days, they immersed themselves in networking, creativity, and connecting with the UK floral community. A highlight was their interactive painting, initially introduced at the SAF Annual Convention in the U.S., where florists marked their hometowns. At FleurEx, UK attendees added their marks, creating a tapestry symbolizing global connections. This cherished piece will soon hang in the Details Flowers office as a testament to the growing floral family worldwide.
The event was filled with meaningful moments, from reconnecting with industry friends like Deirdre and Janette from Kay’s Flower School and Caroline Marshall Foster of the Good Florist Guide to celebrating the BFA Awards, where Details Flowers Software was honored as Service Provider of the Year. Congratulations to Joseph Massie, named UK Florist of the Year, Crosslands Flower Nursery for winning Grower of the Year, and Oasis Floral Products for Sundries Supplier of the Year. FleurEx also featured stunning masterclasses and design demos by floral masters like Morgan Douglas-Nuth, Helen Jamieson, Lisa Pålsson, and Elizabeth Newcombe. The Details team is grateful for the warm welcome and looks forward to continuing the connections and inspiration at the next BFA event in 2025.
The Intrigued Experience Tampa 2024
We enjoyed sponsoring and attending The Intrigued Experience in Tampa, hosted by Sarah Campbell. This immersive event perfectly blended hands-on workshops, business discussions, and networking opportunities for florists and event professionals. From advanced floral installations to creative centerpiece design and branding strategies, attendees gained artistic inspiration and actionable takeaways. The three-day event kicked off with excitement as attendees dressed in white posed for portraits in the Tea Garden and received thoughtful goody bags. The agenda balanced learning and collaboration, fostering a vibrant sense of community and leaving participants inspired and equipped for their floral journeys.
A highlight was our CEO, Corrine Heck, surprising attendees as a guest speaker during a Q&A session with Sarah Campbell. Corrine shared her journey from florist to founder of Details Flowers Software, offering valuable insights into the challenges and triumphs of bridging creativity with business innovation. Team members Olivia Vardy and Christina Arias, known as the “Details Divas,” represented Details with enthusiasm, connecting with attendees and sharing fun gifts. The event’s energy peaked during themed evening gatherings, where participants embraced imaginative attire and camaraderie. We’re grateful to Sarah Campbell and the Intrigued Experience Team for creating such a memorable and empowering event!
Wedding MBA 2024
The Details Team had an incredible time at last year’s Wedding MBA in Las Vegas! Corrine, Olivia, Sydney, Avery, and Christina represented Details Flowers Software, connecting with familiar flower friends and meeting new ones. As Floral Track sponsors for the second year, we loved seeing attendees wearing Details lanyards throughout the event. Our CEO, Corrine, moderated sessions in the Floral Room, where hundreds of florists gathered to learn advanced design techniques and business strategies. The event featured inspiring presentations by industry leaders like Bron Hansboro, Jennifer Bernal, and Elizabeth Fisher, who shared insights on business differentiation and creating stunning floral installations. Highlights included the Women in Floriculture meetup, showcasing a growing network of support and mentorship within the floral community.
The WedCon Exhibits were a major highlight, with our booth featuring stunning arrangements by Elizabeth Fisher using flowers from Jet Fresh and showcasing Stemskinz by Bloombudz. Corrine also took to the WedTalk stage to share how Details Flowers Software helps florists save time, boost earnings, and win more clients. We conducted engaging interviews with partners like Elizabeth Fisher of Lizzie Bee’s Flower Shoppe, Fern and Mimi Pecheo from Jet Fresh, and Liza Roeser from Fifty Flowers, spotlighting their unique contributions to the industry. The event wrapped up with Floral Room presentations, a giveaway, and interviews with Smithers-Oasis, leaving attendees with valuable insights and memorable experiences. We’re grateful to everyone who made this event a success and can’t wait to return next year!