Our History

Florists’ Review has a rich and storied history as a prominent source of information and inspiration for the global floral industry. We serve a wide spectrum of professionals within the floral business, including florists, artisans, manufacturers, growers, and distributors. Our long-standing presence in the industry and commitment to providing valuable resources and knowledge have established us as a trusted and influential institution in the world of flowers and floristry.

In 1897, a thoughtful, mild-mannered, cerebral, and Renaissance gentleman, 38 years of age, named Gilbert Leonard Grant, founded Florists’ Review in Chicago at 508 South Dearborn Street on Printers Row. That makes Florists’ Review the oldest flower industry magazine in the world today!

In addition, since its inception, Florists’ Review has been continuously published—never missing a single issue—even through two World Wars and The Great Depression, when many businesses suspended operations or converted to manufacturing other products, primarily to help America’s war efforts.

The first issue of Florists’ Review (Volume 1, No. 1) was dated Dec. 2, 1897, and it was originally titled The Weekly Florists’ Review. The “Weekly” was dropped within the first two decades (becoming, simply, The Florists’ Review), but the magazine continued to be published weekly throughout its first 70+ years. For math nerds, that’s somewhere around 4,000 issues! After that time, in the early to mid-1970s, Florists’ Review became a monthly publication, generating another 600 or so issues to date.

Jules Lewis Gibson

President & Creative Director,
Florists’ Review

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Creative Virtuoso

Sarasota, Florida

A third-generation female entrepreneur, Jules has acquired an abundance of know-how in publishing and marketing. In January 2021, Jules’ company acquired Florists’ Review. Over the past decade, her Sarasota-based media company published Florida Homes Magazine, Florida Boating Magazine, and the award-winning women’s publication, GRAVITAS. Before media, Jules founded an advertising agency specializing in the luxury home industry and launched an online floral/garden boutique, among other successful ventures.

“My passion lies in the art of crafting magazines, products, and online experiences that educate and inspire,” says Jules. “I take immense pride in the quality of our work and feel deeply grateful to be part of an industry that values creativity and collaboration. None of this would be possible without the incredible talent of my team and the support of our marketing partners.“

David Coake

Contributing Editor,
Florists’ Review

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Eagle Eyes

Topeka, Kansas

David has dedicated over 25 years to the Florists’ Review brands. A former florist himself, he is our resident know-it-all (literally) and still works as contributing editor. We consider his knowledge of the industry a historical treasure.

Molly Lucille Tiesma

Social Media Director
Florists’ Review

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Social Media Guru

Denver, Colorado

Molly Lucille is a floral artist and a traveling floral freelancer with over a decade of experience in the industry. In her role as the Social Media Manager for Florists’ Review Magazine, Molly leverages her expertise to curate engaging content and foster connections within the floral community. Sustainability, inclusivity and the joy of creating are deeply integrated into all of her work as a designer, writer and artist. In addition to her professional pursuits, Molly is an avid mountain biker, a princess performer and a model, with a deep love for the great outdoors.

Tonneli Gruetter

Editorial Contributor and team member,
Florists’ Review

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Marketing Wiz

Mount Vernon, Washington

Tonneli Grüetter is a 3rd generation farmer & marketing expert living in Washington State, where she runs her farm Salty Acres. Prior to returning to her floral roots Tonneli worked with fortune 500 level clients launching many of the tech products enjoyed in your home today. She specializes in social media & experiential marketing helping clients of all sizes turn “OMG” moments online into real-life brand loyalty.