Innovation, Education, and Excellence: Details Flowers Software at the FSFA Annual Convention

What an incredible, flower-filled weekend! From June 4th to June 7th, the Details Flowers Software team traveled to the beautiful Caribe Royale in Orlando, Florida, for the Florida State Florists Association (FSFA) Annual Convention.

Representing the team this year were Corrine, Greg, and Avery, who spent the weekend connecting with old friends, meeting brilliant new designers, and celebrating the massive talent within our floral community. It was a whirlwind of breathtaking competitions, game-changing educational sessions, and historic industry milestones.

Here is a look back at our favorite moments and the incredible lineup of industry leaders who shared their expertise!

Kickoff & The Legendary Gateway to the Americas Cup

This year’s convention was extra special because it ran alongside the prestigious Gateway to the Americas Cup. Details Flowers Software was immensely proud to be an official sponsor of this world-class international competition.

A Legacy of International Artistry

Founded in 1996 by industry icons Gus and Deborah De La Flor, the Gateway to the Americas Cup was created to promote floral design artistry, continuing education, and global camaraderie across North, Central, and South America. Over the last three decades, this elite, invitation-only competition has become a launchpad for the bright stars of the floral world. Many past champions have gone on to compete in the Interflora World Cup and become true global legends in our industry.

Details was honored to sponsor Task #2: The Bridal Wreath Bouquet on Friday afternoon. Watching these world-class designers construct breathtaking, intricate bridal bouquets under the clock was nothing short of awe-inspiring! Congratulations to everyone who competed-- a special highlight for the top 3 designers!

1st Place: Eric Lin | Taiwan

2nd Place: Aleksandra Flak | Poland

3rd Place: Anna Dementieva | Ukraine 

Friday Mainstage & Hands-on Masterclasses

Friday’s educational lineup was packed with heavy hitters who kept the energy high all day:

• Kelsey Thompson AIFD took over the FSFA Mainstage to present "A New Approach to Sympathy Design," challenging designers to rethink traditional structures and bring modern, comforting aesthetics to sympathy work.
• Jolene Powell, AIFD, CFD, FSMD, PFCI, hosted a fascinating hands-on session on Leaf Manipulation, teaching attendees the meticulous mechanics of folding, braiding, and weaving foliage to elevate ordinary arrangements into extraordinary art pieces.
• Bob Tucker AIFD and Michael Smith AIFD PFCI FDI teamed up for The Ultimate Event Experience (Part 1), giving florists a behind-the-curtain look at scaling up event production and mastering high-end party execution.
• Noah Harders and Hitomi Gilliam AIFD closed out the evening with a spectacular, jaw-dropping Mainstage session titled "Wearable Art." Their boundary-pushing techniques left everyone inspired and ready to experiment with botanical fashion.

Saturday Morning: Moving from "Design by Feel" to Data-Driven Profit

Education is at the heart of what we do, and on Saturday morning, our very own Corrine Heck took the FSFA main stage for the breakfast and business session: "Pricing for Profit."

The room was packed with eager florists ready to tackle one of the trickiest parts of running a floral business: moving away from "guessing" or "designing by feel" and shifting toward data-driven profitability. Corrine shared actionable strategies on how tracking exact costs, understanding margins, and leveraging software mechanics can protect a business's bottom line without stifling creative freedom. We love empowering florists to value their time and talent properly, and the energy from the crowd proved that our industry is ready to talk seriously about profit!

Following Corrine's breakfast session, the inspiration and action kept rolling through Saturday afternoon:

• Bob Tucker & Michael Smith returned for The Ultimate Event Experience (Part 2), diving deeper into the grand finale of large-scale event staging and execution.
• All the while, the intense energy in the Coral Ballroom kept building as Gateway Cup competitors pushed through Task #3 (Cocktails - Intimate Table for Two) and the stunning, highly anticipated Task #4 (Floral Fashion).

Celebrating Leadership and High Honor at the President's Gala

Saturday night culminated in the glamorous President’s Gala and Awards Dinner in the Coral Ballroom—an evening filled with legacy, transition, and deep emotion.

Passing the Torch

We witnessed a leadership transition at the FSFA. Michael Smith, AIFD, gracefully passed the presidential baton to the incoming president, Ralph Giordano, FSMD, AIFD, CFD, CEJ, PFCI, AAF. Michael has done an extraordinary job guiding the association, and we are absolutely thrilled to see where Ralph’s vision, expertise, and immense passion take the FSFA in the coming year.

Corrine Receives the Floral Excellence Award

The night took an unforgettable turn for the Details family when Corrine Heck was awarded the prestigious Floral Excellence Award!

This new award recognizes individuals who demonstrate exemplary service, professionalism, and integrity within the floral industry. Recipients are defined by their leadership, innovation, and exceptional customer care. They consistently go above and beyond to help others succeed—whether through mentorship, community involvement, or by raising the bar for industry standards.

The gala also celebrated several other incredible industry leaders, recognizing achievements ranging from new FSMD certifications to the installation of our new board members and special award recipients. We extend our warmest congratulations to everyone honored! 

Sunday: Big Conversations and the Grand Finale

Even on the final morning, the convention didn't slow down. Sunday brought some of the most raw, honest, and valuable sessions of the entire weekend:

• Ralph Giordano moderated a powerful, transparent Mainstage panel titled "Conversations Florists are Finally Ready to Have." It tackled the realities of profitability, preventing burnout, protecting creativity, and navigating the future of floristry head-on.
• Alexander Campbell got everyone's phones buzzing during a dynamic, interactive Social Media Workshop, packed with tactical tips for building a digital brand.
• J Keith White (presented by FTD) anchored the final Mainstage session with "Winning Combinations - Principles to Profit," flawlessly tying design principles back into retail success.

The convention proved that the floral industry is more vibrant, collaborative, and business-savvy than ever. We left Orlando with inspired minds and a renewed passion for building the tools that help florists thrive.

Thank you to the FSFA and every single attendee who stopped by to say hello to Corrine, Greg, and Avery.

Until next year, keep designing beautifully—and profitably!