NEW ISSUE
Our December Issue
Welcome to our new edition of Florists’ Review! As always, we strive to provide our readers with the latest trends and insights in the world of floristry.
- Readers’ Choice Awards
- The Art and the Algorithm of Valentine’s Day
- Florist Spotlight
- Wired for Love
- For the Camera Shy
- Retail Forecast 2026
- Coming Events
To purchase a print copy of the issue, please visit our SHOP
LATEST NEWS
CalFlowers Announces 85th Anniversary Fun ’N Sun 2026
San Marcos, CA — CalFlowers is pleased to announce details for its highly anticipated Fun ’N Sun 2026 Floral Convention, to be held August 5–8, 2026, at The Langham Huntington in Pasadena, California. In celebration of CalFlowers’ 85th anniversary, the event will...
Smithers-Oasis Company Appoints Mickey Leech as President, North America Operations
Kent, OH – Smithers-Oasis is proud to announce the appointment of Mickey Leech as President, North America Operations, effective December 1, 2025. Mickey joins the President’s Staff, reporting directly to Robin Kilbride, President and CEO of Smithers-Oasis. Mickey...
IPM ESSEN Trade Fair Includes The Spirit of Aloha in 2026
Sacramento, CA – From 27–30 January 2026, IPM ESSEN, the world’s leading trade fair for horticulture – will bring together the global horticultural industry under one roof. Within this dynamic environment, The Spirit of Aloha invites attendees to step into the vibrant...
Holly Haveman on winning SAF’s Marketer of the Year
In a recent episode of The Bloom Show, host Sahid welcomed Holly Haveman, who appeared on behalf of Kennedy’s Flowers & Gifts, the recipient of the 31st Annual Society of American Florists Marketer of the Year Award at SAF Phoenix 2025. The shop’s winning campaign...
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2025 Readers’ Choice Awards: Celebrating Your Favorites
Florists’ Review presents—for the third time—its annual recognition of your best loved flower industry stars of the year. Compiled by Molly Lucille As 2025 ends, we reflect on the remarkable year we’ve shared in our industry. It’s been defined by immense...
FROM OUR PAGES
FEATURES
Guided by Nature
Korean floral design beckons tranquility in a hectic world. By Bianca Bina Spacious, balanced and natural. Grounded in foundational principles, Korean design is built on a simple yet intentional framework that embraces ethereal, asymmetric forms. Every element...
2025 Holiday Trends
Big bows, bold blooms and vintage vibes capture the spotlight. By Kat Castagnoli, AIFD, CCF In a season brimming with velvet ribbons, oversized ornaments and cozy color palettes, this year’s holiday decor trends are all about curated contrast. Think maximalism meets...
Seed Breeding for Healthy Resistance
Take an inside look at how a leader in breed development delivers innovation to the flower industry. By Bianca Bina Every ruffle of a petal, every shade of a beloved hue, each delicate fragrance and all the unique qualities that make every flower distinctively...
Decking the Halls for Profit: How Florists Can Build a Holiday Installation Business
Every year, offices, hotels, and retail spaces scramble to transform their interiors for the holidays. From lush garlands cascading over grand staircases to lobby trees twinkling with designer ornaments, holiday décor is no longer an afterthought—it’s a branding...
“Green” Weddings
These florists inspire us to adopt more eco-friendly and sustainable practices for wedding designs. By Kat Castagnoli, AIFD As floral designers know, flowers can have a huge impact on a wedding in the best way. But did you know those same gorgeous blooms can be a...
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TRENDS
A Florist’s Guide to Indian Weddings
The abundance of flowers—and business opportunities—in multi-day Indian nuptials. By Nita...
At the Altar, Down the Aisle: Ceremony Floral Trends
By Molly Lucille In the thick of wedding season, it can happen fast. We can lose ourselves during...
The Value of Vessels
Making the case about the importance role containers play in creating the perfect floral designs...
Embracing the Evolving Trends in Sympathy Flowers
By Nita Robertson, AIFD Presented by Smither-Oasis Sympathy flowers have long been a heartfelt way...
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FLORIST SPOTLIGHT
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DESIGN TUTORIALS
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Tutorial: Wired for Love
Gear up for a modern take on Valentine’s Day design. Floral design and text by Kat Castagnoli, AIFD Photos by Max Castagnoli Cupid called. He’s upgrading his arrows for wire! This fun and imaginative Valentine’s Day design takes wirework to heart—literally....
Tutorial: Angel Wings
Create an exquisite bridal bouquet with a feather-like base. Floral design and text by Robert Koene | Robert Koene Floral Art | The Hague, NetherlandsPhotos and videography by Vasilis Kantarakis | Athens, Greece A refined and lightweight composition, this bouquet...
Fungi Fusion Tutorial
An artful interplay of elements gives rise to a breathtaking design. Floral design, text and photos by Yeon Chung, Kawa Flowers, Portland, Ore. I find joy in the changing seasons, envisioning floral art that brings together wild mushrooms, vegetables and flowers. My...
Romantic Wedding Centerpiece Tutorial
DESIGN A DREAMY AND VERSATILE ARRANGEMENT FOR CEREMONIES AND RECEPTIONS. This wedding-style centerpiece features exquisite roses in pink as well as warm peach tones. For placement, the arrangement works well on a round table, long table or even on a bar. Footed...
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BUSINESS AND MARKETING
Social Media Marketing for the Camera Shy
Put your best face forward with this helpful guide. By Molly Lucille In the marketing world, everyone knows faces and voices help sell. Human connection reminds customers that there’s a real person on the other side of a business transaction. In today’s oversaturated digital...
Build a Culture of Celebration
Energize your floral design team. Here’s how. By Jules Lewis Gibson In the fast-paced world of floristry—where early mornings, last-minute requests and endless creativity are part of the job—it’s easy to focus only on getting orders out the door. But do you take...
Arranging Your Future
The exit strategy every florist needs. By Kat Castagnoli, AIFD For many florists, retirement planning isn’t just low on the priority list—it often doesn’t exist at all. Long hours, tight margins and a culture that celebrates artistry over financial strategy make it...
Retail Revival
Is your flower shop in need of a makeover? By Kat Castagnoli, AIFD For florists, the shop space is more than just a storefront—it's a reflection of their creativity, brand identity and values. A well-designed floral studio invites customers in, enhances workflow and...
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CREATIVITY AND EDUCATION
What to Do with Broken Flowers
Tips to make the best of problematic product. By Jill Brooke Many of us at the dawn of our careers, while attending floral design school, were told the following in very stern terms: You shall NOT complain when flowers break because your relationship with your...
Art in Bloom Museum Events
By Jill Brooke Every spring, something magical happens inside America’s great museums. Rooms that usually hum with the quiet reverence of hushed voices and still paintings burst into riotous life, buzzing with activity and exuberance. Tulips bend toward Renoirs. Roses...
Crowning Glory: Explore the Art of Headpieces
Floral design and text by Julia Prokhorova, AIFD, CFD, TMF | Wild Veggie Bouquet | Corpus Christi, Texas Photos by Cora Johnson | Cora Johnson Photography | Corpus Christi, Texas There are so many reasons to wear a...
That Flower Feeling to Host Industry Webinar
"From Impulse to Habit — Driving Daily Floral Consumption with Just Add Flowers” Anaheim, CA — That Flower Feeling, a 501(c)(6) nonprofit dedicated to promoting a culture of everyday floral enjoyment, will host an industry-wide webinar, "From Impulse to Habit: Driving...
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