The Society of American Florists’ (SAF) 140th annual convention in Phoenix pulsed with energy, creativity, and forward momentum. More than 460 floral professionals gathered for three days of education, connection, and celebration—exploring the latest in design, marketing, and business innovation. From lively competitions to thought-provoking sessions, SAF Phoenix 2025 left attendees not only inspired but also equipped with fresh strategies to strengthen their companies and the industry as a whole.
“As you walked the halls, the buzz was undeniable,” said SAF CEO Kate Penn. “The packed sessions, the enthusiasm around competitions and awards—it all reflected a real sense of optimism for where floriculture is headed.”
New Trends and Innovation at the Convention
The education delivered real-world strategies across more than 20 sessions, and attendees said the lessons were immediately useful. Chad Freytag of Freytag’s Florist in Austin, Texas, came curious about artificial intelligence — and left with a clear plan. “You hear so much about using AI in your business, but it was great to see real-world examples,” he said. “We will definitely begin using AI in training and working towards using AI more to automate marketing.”
For Tiffanni Wright of Lucky Flowers in Washington, a session on workplace culture was a revelation. “This presentation was healing and eye-opening,” she said. “I realized I’ve been micromanaging in pursuit of perfection while telling myself I was creating learning opportunities.” She returned home inspired to roll out a new framework to empower her team.
And for Rosaprima’s Jena Gizerskiy, the keynote from Seb Terry hit home. “His message about living with intention, setting bold goals, and embracing life’s opportunities resonated deeply,” she said. “It was a timely reminder that investing in ourselves is what allows us to better serve, inspire, and lead others.” Attendees left the convention with actionable business tips they could put to work right away.
Honoring and Awarding Leaders and Innovators
The convention also celebrated those shaping the floral industry during SAF’s annual Stars of the Industry Awards. Honorees included Augusto Solano, AAF, of Asocolflores, who was inducted into the Floriculture Hall of Fame. Since 2000, Augusto Solano, AAF, has led Asocolflores with steady diplomacy, guiding Colombian floriculture through crises and growth while securing its place as a global floral leader and trusted trade partner.
Dianna Nordman, AAF, executive director of the Texas State Florists’ Association, was honored with the Paul Ecke, Jr. Award for her decades of service in education, professional growth, and legislative advocacy. For over 30 years, she has driven initiatives that have reinforced the floral industry at the state and national levels.
Lorraine Cooper, AAF, AIFD, PFCI, received the President’s Award for her outstanding service to the floral industry. A native of Glasgow, Scotland, she began her career at 15 and earned international recognition for blending European style with modern design. For more than 20 years, Cooper has been a driving force behind the striking floral displays at SAF conventions, dedicating countless hours as a designer and longtime chair of the event’s design team.
The Rising Star Award, recognizing young professionals for creativity, innovation, and leadership with the potential to shape the floral industry, was presented to Sam Bowles, AAF, director of operations at Allen’s Flowers in San Diego, and Sahid Nahim, founder of New Bloom Solutions and host of The Bloom Show.
Sam Bowles built his career in floristry through roles at Nanz & Kraft, Queen’s Garden Floral, and later in California, gaining recognition for his expertise in operations, HR, and marketing, as well as training with The Profitable Florist
Sahid Nahim transitioned from luxury brand marketing into floriculture, honing his skills with industry leaders, Esmeralda Farms, and Royal Flowers, before founding New Bloom Solutions, a media and business development firm supporting floral industry growth.
The Silver Cup Design Competition
The Sylvia Cup Design Competition wowed audiences with its cosmic theme. Fresno florist Judy Janzen of Chase Flower Shop rose to the challenge, claiming the top prize and earning $3,000, a trophy, and complimentary registration to SAF Amelia Island 2026. Joining Janzen on the winners’ podium were first runner-up Libbie Conley of Grand Blanc Florist in Flint, Michigan, and second runner-up Olga Savchenko of Dragonfly Floristic in Los Altos, California.
They were among 19 designers who competed for the coveted cup, each crafting three pieces in two hours: a bridal bouquet for an extraterrestrial bride, a ceremonial floral sash for the father of the bride, and a memorial arrangement for the bride’s mother. The competition highlighted the artistry, ingenuity, and technical mastery that make floral design such a captivating profession.
Marketer of the Year Award
Kennedy’s Flowers & Gifts in Grand Rapids, Michigan, earned the Marketer of the Year Award for its creative refillable vase program. What began as a birthday giveaway has become a signature service, driving over 11,000 refills and $182,000 in extra sales in one year. Co-owner Lori Haveman called the win especially meaningful since the idea started as a way to give back to customers while having fun. Judges praised the program as smart, flexible, and highly effective at low cost.
Kennedy’s Flowers & Gifts joins an esteemed list of past Marketer of the Year winners, including the “That Flower Feeling” campaign, a wholesaler’s employee-led digital content strategy, and a retailer whose community-focused marketing boosted sales.
Outstanding Varieties Honors
The Outstanding Varieties Competition featured 180 entries, with Rosaprima’s Ranunculus ‘Moderna Dolce’ earning the top honor of Best in Show. Judges highlighted its abundant blooms, impressive vase life, and soft pink coloring.
“The laterals are outstanding; a single stem can be taken apart and used in so many ways, and it only grows more beautiful with time,” noted judge Sheldon Jensen, AAF.
For Rosaprima, the recognition affirmed their confidence in introducing the variety. “We selected it for its remarkable vase life of more than 15 days, its versatility, and its timeless color,” said Nicholas Chang, vice president of sales and marketing.
Carrying the Momentum Forward
With powerful education, awe-inspiring competitions, and connections between floral professionals from across industry segments, SAF Phoenix 2025 reminded attendees why this annual gathering is so special. It wasn’t just about learning new strategies — it was about community, connection, and the passion that drives the floral industry forward. The success of the convention sets the stage for attendees to plan for growth and profitability in the months ahead and into 2026 as they carry forward the inspiration, ideas, and optimism they found in Phoenix.
Looking for education and networking? SAF’s Floral Education Hub is home to dozens of courses on profitability, digital marketing, and more. Plus, SAF hosts virtual Idea Exchanges where retail members share best practices. Save the date for SAF’s upcoming events! 1-Day Profit Blast in Atlanta on Nov. 4, Next Gen LIVE! Feb. 22-24 in Raleigh, NC, and SAF’s 141st Annual Convention Aug. 18-20, 2026, in Amelia Island, FL.
All pictures courtesy of the Society of American Florists (SAF).
