2024 Year in Review: DU Live!

Our Details University LIVE sessions continued to be a cornerstone of education and community-building in 2024. We hosted an exceptional guest who shared their expertise, insights, and unique perspectives each month. Check out all our guests in 2024, and click into each section to watch the session replay! 

January 2024: Legacy in Full Bloom with Williee Armellini

Armellini Express grew from a small agricultural transportation business into a leading enterprise through dedication to quality and market demands. Williee Armellini continued his family’s legacy, creating Flowers and Cents in 2001—a pioneering platform for industry professionals to share insights and stay informed. Today, it remains a trusted resource for floral news, strengthened by Williee’s extensive global network and commitment to delivering authentic stories.

Beyond the platform, Williee’s passion for storytelling shines through his photography, videography, and podcasting. His podcast series, featuring over 240 interviews, highlights diverse perspectives from the floral community, making it a valuable archive of industry insights. Always ready with a camera and harmonica in hand, Williee’s lively spirit and creative approach have made him a beloved figure at events worldwide.

Williee continues to inspire the floral industry through his work and presence at major events like NextGen LIVE, Fun ‘N Sun, and the SAF Annual Convention. His dedication to capturing and sharing the stories of the floral world underscores his influence and connection to the community.

February 2024: Blooms, Branding, and Beyond with CeCe Todd

CeCe Todd, "The Queen of Pink," shared her expertise during February’s Details University session on crafting a strong brand identity. Known for her bold, hot pink aesthetic and vibrant personality, CeCe emphasized embracing what makes you unique. She shared her personal branding evolution, from initial uncertainty to confidently letting her authentic self shine, encouraging attendees to listen to their hearts and evolve their brands with authenticity.

As an award-winning floral designer and third-generation entrepreneur, CeCe has been featured in InStyle, Martha Stewart Weddings, and more, with a client list that includes celebrities like Kevin Hart and Ariana Grande. She has appeared on HGTV’s Table Wars and spoken at major industry events like Wedding MBA and The David Tutera Experience. Her message remains clear: embrace your essence, evolve authentically, and let your brand flourish.

March 2024: Behind the Blooms, Meet Kay’s Flower School

Kay’s Flower School, founded by Kay O'Rourke in 1987, has been a cornerstone of floral education for 37 years. Initially addressing staff recruitment challenges, Kay's mission became a premier training hub for aspiring florists. Today, led by Kay’s daughters, Janette and Deirdre, the school has evolved into a global, fully virtual platform offering hands-on, immersive learning that is accessible worldwide.

The school provides certification modules for all skill levels, covering everything from foundational techniques to large-scale installations. An upcoming sustainability-focused course reflects their commitment to current industry trends. Students worldwide gain access to curated resources, including fresh product deliveries and a trusted supplier directory.

Janette and Deirdre’s approach fosters collaboration over competition, emphasizing community growth. They extend their reach through podcasts, a thriving Facebook group, and innovative online programs. Their adaptability and dedication have transformed Kay’s Flower School into a beacon of floral education, inspiring florists across the globe.

April 2024: Crafting Profitable Hotel Partnerships with The Hotel Florist™

In April’s Details University class, Franceska McCaughan, founder of The Hotel Florist™, shared her expertise in building lucrative partnerships with luxury hotels. She outlined strategies for positioning yourself as a preferred hotel florist to secure a steady income, emphasizing the importance of mindset, patience, and relationship-building. Franceska’s journey from event floristry to exclusively designing for hotels by 2017 underscores the potential of hotel contracts to stabilize revenue during off-peak seasons.

For florists aiming to enter the hotel market, Franceska advises identifying your unique value, confidently connecting with General Managers, and maintaining persistence despite initial setbacks. She highlighted how high-end brands seek partnerships that align with their image, making your social presence a key tool in attracting ideal clients. Franceska also stressed the value of automating workflows using tools like Details Flowers Software to scale productivity effectively.

Franceska’s insights resonate deeply with florists seeking growth and sustainability. For more practical tips, visit our blog, Mastering Hotel Contracts: A Florist's Guide to Success. To explore Franceska’s resources, including her best-selling book, podcast, and classes, visit The Hotel Florist™ website.

May 2024: The Art of Event Production with Petal Productions

In May's Details University session, Raffi Grosz and Carlos Muina of Petal Productions shared their expertise in event production, offering a behind-the-scenes look at managing large-scale events and creating exceptional client experiences. Petal Productions, a small operation in Raffi’s garage, has grown significantly over the years, completing 600 events annually with a 100-person team. The company emphasizes the importance of delivering top-notch designs, impeccable service, and continuous innovation.

Building strong relationships with clients and vendors is key to Petal Productions’ success. Raffi and Carlos highlighted the importance of understanding clients’ personalities and adding personal touches, like incorporating a bride’s love for painting into a wedding design. Their commitment to service is reflected in their dedication to nurturing connections and being reliable problem solvers. The company also values its partnerships, especially with wholesalers like Jet Fresh, which has supported them throughout their growth.

Petal Productions has embraced technology to streamline operations, using tools like Details Flowers Software for proposals and event organization and software to manage trucking logistics for their numerous weekly events. As the company expands into a new, larger facility, they’ve taken steps to optimize their operations based on lessons learned over the years. With new upgrades, such as better storage for long centerpieces, they continue to refine their processes to enhance efficiency.

June 2024: Inspiring Floral Futures with Courtney Champagne

Courtney Champagne, a dedicated floral educator, has spent 15 years teaching high school students and inspiring them to pursue careers in floristry. Through her innovative approach, she teaches fundamental floristry skills and provides hands-on experience by running an in-school floral shop. Courtney's commitment to real-world learning extends to projects like community event floral designs and sustainability practices, ensuring her students are well-prepared for the industry.

Courtney’s impact extends beyond the classroom as she advocates for resources and support within the FFA community. Through workshops, retreats like "Cultivated Blooms," and her growing network, Floral Teachers of America, she helps educators enhance their programs and provides valuable industry connections. This support network plays a critical role in the success of floristry education nationwide.

Courtney uses Details Flowers Software in her classroom to enhance her floristry curriculum and provide real-world experiences for her students. Her positive experience with the software has led her to advocate for it among fellow educators, helping promote it as a valuable tool for floristry programs nationwide. She has fostered a strong support network through her efforts, empowering educators and inspiring students to pursue successful careers in the floral industry.

July 2024: SAF Membership Essentials with Kate Penn

Our July Details University Guest Speaker was Kate Penn, CEO of the Society of American Florists (SAF), a key resource for floral industry professionals. She discussed how SAF memberships provide valuable tools, educational resources, and networking opportunities to florists of all levels. SAF's mission is to connect and cultivate a thriving floral community, offering everything from industry education to advocacy.

Kate shared insights into SAF's initiatives, including the Annual Convention, Profit Blasts, and the NextGen program, which supports emerging floral professionals. These events foster networking, learning, and collaboration among florists, suppliers, and industry leaders, helping participants grow and thrive in their careers.

She also highlighted SAF’s key programs like Petal It Forward, which promotes goodwill with flowers, and Congressional Action Days (CAD365), advocating for important issues affecting the industry. SAF's Education Hub and virtual meetings provide ongoing learning opportunities, ensuring members stay up-to-date with the latest trends and techniques.

August 2024: Exploring AI in Floral Artistry with Brandy Ferrer

For our August Details University Live, guest speaker Brandy Ferrer introduced AI-powered tools to revolutionize floral design processes. Brandy shared practical tips for using AI to enhance creativity and productivity, from social media management to SEO assistance. Whether you're a pro or new to floral design, Brandy’s insights help florists embrace cutting-edge technology to streamline their businesses.

Brandy’s floral journey began in education before she transitioned to floristry by purchasing Simply Beautiful Floral Co. in Gilmer, Texas. She grew her business with the help of technology, saving valuable time on tasks like scheduling and content creation.

Bloom with Brandy is Brandy’s new venture, offering florists AI tools to improve workflow. She recommends platforms like ChatGPT for consistent writing, Motion for time-blocking, and DALL-E 3 for visualizing design ideas. Brandy’s free AI prompts are available on her website to help florists start incorporating AI into their businesses.

September 2024: Inspiring the Next Generation with Seed Your Future

For the September Details University session, Jazmin Albarran, Executive Director of Seed Your Future, shared insights on initiatives to encourage the next generation to pursue careers in horticulture and floriculture. With over three years at Seed Your Future, Jazmin discussed the nonprofit’s efforts to transform perceptions of the industry and inspire young professionals. The key to this is Green Career Week, a nationwide event that connects students and job seekers with opportunities in horticulture.

Jazmin highlighted how the Green Career Week initiative offers students hands-on experiences through field trips and classroom presentations, helping them explore the diverse career paths within horticulture. The event also serves as a platform for industry members to engage with students and provide valuable resources. Jazmin also discussed Seed Your Future's resources, such as a national database of internships and scholarships, to help students gain practical experience and build their careers.

Seed Your Future's mission goes beyond youth, supporting career changers and educators. With tools like the "What is Your Plant Power Quiz" and classroom resources, the organization helps individuals of all ages find their place in the green industry. Jazmin encouraged industry professionals to support Seed Your Future through donations and event participation, helping to cultivate the next generation of horticulture leaders as the industry faces significant retirements in the coming years.

October 2024: Inspiring Floral Communities with Aniska Creations

For this month’s Details University Live, we spoke with Ana and Anais Vivas of Aniska Creations, a flourishing floral business in Doral, Florida. The mother-daughter duo shared their inspiring journey from Venezuela to the U.S. and their dedication to supporting Latino florists through workshops and classes. They emphasized the importance of attending industry workshops to build confidence, refine skills, and learn business strategies.

Ana and Anais highlighted their commitment to providing resources in Spanish, ensuring Latino florists feel empowered and connected to the industry. They’ve grown their business from small beginnings to offering workshops at larger venues, offering hands-on learning experiences to others in the floral community.

The duo also shared their success with holiday events and Latino weddings, which keep their business thriving throughout the year. Aniska Creations has received numerous accolades, including recognition at prestigious events like Fleurs de Villes. Their passion for floristry and teaching continues to inspire others, with upcoming workshops and a YouTube channel offering valuable insights for florists everywhere.

November 2024: Keys to Success and Industry Engagement with J.P. Varvarigos

In November, J.P. Varvarigos, owner of Wellington Florist, joined Details University Live to share insights from his experience managing a third-generation flower shop. J.P. discussed his journey from working in hospitality to returning to the family business in 2003 and how Wellington Florist has expanded to serve Palm Beach County and beyond. The shop specializes in a wide range of floral services, including weddings, custom installations, and gift arrangements, and employs a team of 35.

Under J.P.'s leadership, Wellington Florist has embraced innovative customer service practices such as a 7-day freshness guarantee, delivery photos, and regular customer feedback requests. These initiatives have increased customer satisfaction and online visibility. The shop is also committed to community giving, with projections to donate $90,000 worth of flowers in 2024. They were recently awarded Small Business of the Year.

J.P. is a strong advocate for industry involvement, serving as Vice President of the Florida State Florists Association and promoting networking opportunities. He also founded the "Roast Me. Flower Shop Edition" Facebook group, where florists critique each other's work lightheartedly. His dedication to the floral community continues to inspire both established florists and newcomers to the industry.

Celebrating National Florist Day with Caroline-Marshall Foster

In December's Details University Live session, Caroline Marshall-Foster, Publisher and Editor of Florist Magazine and founder of the Good Florist Guide, shared her passion for floristry and insights on National Florist Day. She discussed how the Good Florist Guide, created to connect customers with top florists, ensures high standards and promotes quality service. The guide will soon be available to florists in the U.S., offering them a valuable platform for networking and business growth.

Caroline’s National Florist Day initiative, launched in the UK in 2024, honors florists for their impact on creating meaningful moments. The day, celebrated on June 8th, allows florists to engage with their communities and promote the significance of flowers. National Florist Day will debut in the U.S. in 2025, allowing florists to celebrate their craft across borders.

A big thank you to all our guests and listeners this year! We can't wait to share what’s coming in 2025. Be sure to stay connected and follow us on Instagram and our Details University Live page to keep up with the exciting updates ahead!