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Original reporting and practical insights on running, growing, and strengthening floral businesses across the industry.

The Advent Wreath

To spark early design inspiration, we explore the crown jewel of Germany’s Christmas floral traditions and other festive holiday customs from Europe.

Bloomnation Launches Weddings & Events Business Solution

From the first inquiry to the final delivery, Weddings & Events gives florists everything they need to book, plan, and manage their events business in one place.

AFE’s Newest Scholarship Supports International Research Experiences for Future Floriculture Leaders

The scholarship reflects his longstanding belief that international partnerships and research are essential to advancing horticulture.

CalFlowers Becomes American Floral Alliance

A new national identity for CalFlowers, built on 85 years of floral industry leadership.

Innovation Without Cost Creep

How to refresh your design style, protect profits and cultivate sustainable growth.
David J.C. Austin

David Austin Roses Announces Passing of David J.C. Austin

He led the business for more than three decades, driving growth and transformation from a specialist nursery into a globally recognised name among rose lovers.

Why Your Business Should Offer Floral Subscriptions

Flower shop subscription services consist of regular, ongoing flower deliveries with several options to choose from. These services are a convenient way to build returning customer base and grow profitably.

The Best Flowers for Hot Weather Weddings

Summer weddings can be stunning, but choosing heat-tolerant flowers is the key to creating designs that stay beautiful from “I do” to the last dance.

Top Opportunities for Revenue Momentum Between Peak Sales Periods

Learn how florists around the U.S. are keeping revenue flowing and new customer lists growing between peak holidays.

Digital Marketing for Floral Business

Before diving into paid online advertising, it’s crucial—regardless of your flower business scale—to define your goals.

FlowerTrials Selects Winner of FleuroStar Award

More than 30 professionals from 13 countries evaluated each entry for its visual impact at the point of sale and its commercial potential.

Gateway to the Americas Cup Competition Begins in Orlando, Task 1 Complete

On Friday, June 5, designers completed Task 1. Check back for more from the Gateway to the Americas Cup with coverage throughout the event.

How to Build a Brand

Tips for establishing an image and reputation that will attract likeminded customers and build loyalty and advocacy.

‘Euphoria’s’ Extravagant Wedding Florals Reveal the Art of Cinematic Storytelling Through Design

The brilliant minds at Flower Song LA made each striking moment possible on a massive scale, creating custom structures and with unconventional mechanics.

Five Friends Revive Historic Virginia Garden Center

Originally founded in 1925 as Hill Top Plant Gardens, the nursery has long been considered a staple of the Northern Virginia gardening community.