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Meet the Team

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.  

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In August 2023, Florists’ Review Media Group, publishers of Florists’ Review, acquired the British magazine, Flora, which has been in continuous publication since 1974. We are excited about this new chapter as it allows us to extend our passion for flowers and business and collaborate with talented floral designers, flower arrangers, and industry experts in the United Kingdom, Europe, and beyond. This expansion represents an exciting opportunity to reach a broader and more diverse audience and promote the exchange of ideas among professionals and enthusiasts worldwide.

A talented team of creative writers, artistic designers, floral experts, dynamic account managers, and numerous others make the magic happen at Florists’ Review Media Group. While our official headquarters are in this beautiful town, Sarasota, Florida, we are a global team, working across several time zones. 

US Office

Florists’ Review Media Group
6547 Midnight Pass Rd, #3055
Siesta Key, Florida, USA 34242

  • +1 941.298.1286

UK Office

Florists Review Media Group / Flora Magazine
124 City Road,
London, United Kingdom, EC1V 2NX

  • +44 7775 024142
jules-lewis-gibson

Jules Lewis Gibson

President & Creative Director,
Florists’ Review

Creative Savant

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 ventures.

I am deeply honored and feel a profound sense of duty in steering these brands forward, for the betterment of florists, growers, artisans, and, most importantly, for all of us who cherish the presence of exquisite flowers in our lives.”

“My passion lies in the art of crafting magazines, products, and online experiences to educate and inspire our audience. I take immense pride in the quality of our work, and appreciate working within an industry that acknowledges and values our efforts. We have so many exciting things to create, people to meet, and fabulous flowers to enjoy!” 

Nita Robertson AIFD, CFD

Sales Manager and Floral Director,
Florists’ Review

Nita Robertson AIFD, CFD

Flower Aficionado

Denver, Colorado

Nita’s journey with flowers started 20 years ago when she purchased Santa Cruz Floral, learning all aspects of running a flower shop and improving her design skills. After running a retail store for two decades, she relocated to Sarasota, Florida and joined the Florists Review team. She now resides in Colorado but is only a Zoom away.

She shares her knowledge and passion for flowers with her floral tutorials, newsletters and also helps our marketing partners build their business. Her family immigrated to the U.S. from Columbia, so she also speaks Spanish, to our delight.

Tonneli

David Coake

Contributing Editor,
Florists’ Review

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.

Tonneli

Tonneli Gruetter

Social Marketing Director,
Florists’ Review

Social Guru

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.

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