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