Unlocking Secrets: The Details Team at the 2025 TSFA Floral Expo

The Details team had the pleasure of attending the 2025 Texas State Florists’ Association (TSFA) Annual Expo, held June 27–29 at the South Shore Harbour Resort in League City, Texas. This year’s theme, “Secrets,” offered a playful yet powerful prompt to explore the hidden tools, techniques, and strategies that elevate florists from great to exceptional. And the weekend did not disappoint!

The Expo opened on Friday with a robust lineup of workshops that invited attendees to dig deeper into every corner of the floral business. Brandy Ferrer’s “Secrets of AI-Powered Floral Artistry” session brought a tech-forward perspective, sparking new ideas about integrating AI into everyday workflows. J. Keith White’s “Unlocked Secrets” workshop offered a fresh take on American Floral Trends, inspiring attendees to use color and texture with bold confidence. Meanwhile, Charlie Groppetti broke down practical tips for creating effective floral marketing content in “Secrets for Creating Marketing Videos,” using just a smartphone. And for designers passionate about sustainability, Derek Woodruff’s workshop, “The Secret to Sustainability in Bespoke Design,” delivered thoughtful solutions to reduce waste without compromising on beauty.

That afternoon, Renato Cruz Sogueco led a compelling business session on “Unlocking Social Media Best Practices,” diving into platform-specific strategies and real-life examples that left attendees energized to refine their digital presence. Friday evening wrapped up with a festive Stars of Texas Dinner and design presentation by Chris Collum-Williams. His showcase, “Innovative Floral Stylings for Weddings and Events,” was a dazzling close to the first full day—equal parts educational and entertaining.

Saturday morning began bright and early with a special presentation from Hitomi Gilliam, “Styling Unique Everyday Florals.” Her creative formulas for maximizing impact with fewer stems offered both design inspiration and a smart path toward profitability. In the afternoon, attendees joined Rocio Silva and Frank Feysa for “Mastering the Secrets of Sympathy Florals,” a thoughtful, bilingual session exploring how to approach memorial work with emotional sensitivity and strong technique with new items from Smithers-Oasis. To close out the day, Chris Collum-Williams returned to lead a hands-on session, “Wedding Design — What’s Your Best-Kept Secret?” where he challenged participants to share and refine the real-world tips that make wedding work more efficient and stunning.

Meeting the Community at the Product Gallery

One of the weekend's highlights for our team was connecting with so many florists in person at our booth in the Product Gallery. From longtime users stopping by to say hello, to new designers discovering Details for the first time, we loved every conversation.

Throughout the weekend, our booth was buzzing with energy. The Passport to Education brought even more folks our way, and it was exciting to see so many floral professionals taking advantage of the learning opportunities available. We also had the pleasure of attending the Stars of Texas dinner—an inspiring evening celebrating the talent and dedication within our floral community.

Secrets of Top Event Florists: Turning Vision into Profitable Designs

Sunday brought a highlight moment for the Details team as our CEO and Founder, Corrine Heck, took the stage for her presentation: “Secrets of Top Event Florists: Turning Vision into Profitable Designs.” Corrine shared powerful insights from her two decades in the floral and event world. She broke down what truly sets top-performing florists apart—not just creativity, but the systems and strategies they use behind the scenes to ensure every design is both beautiful and profitable.

Corrine emphasized the value of knowing your numbers, designing with intention, and leaning on tools that help florists work smarter, not harder. Attendees walked away inspired, empowered, and ready to implement these practical “secrets” in their own businesses.

The TSFA team created something truly special with this year’s Expo. Every session, speaker, and detail—from education to hospitality—reflected a genuine passion for helping florists thrive. Secrets were shared, knowledge exchanged, and inspiration was abundant. We can’t wait to see how these ideas take shape in the work florists create this season—and we’re already looking forward to next year!