Meet the Team

A talented team of creative writers, artistic designers, 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 and work across several time zones. 

Our Team



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 the publishing and luxury marketing industries. For the past decade, Jules owned Fuse Media+, the Sarasota-based media company creators of Florida Homes Magazine, Florida Boating Magazine, and the award-winning women’s publication, GRAVITAS.

In January 2021, Jules’ company acquired Florists’ Review, Superfloral, Canadian Floral brands. 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 honored and feel a great sense of responsibility to move these brands forward for the florists, the growers, the craftsmen, and for all of us to have beautiful flowers in our lives. I love the process of creating beautiful magazines, products and online experiences. We have so many exciting things to create, people to meet, and fabulous flowers to enjoy!” 


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 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 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.

Nita Robertson AIFD, CFD

Nita Robertson AIFD, CFD

Sales Manager and Floral Contributor,
Florists’ Review

Flower Aficionado

Sarasota, Florida

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 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 too much delight of our South American clients.

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