By Williee Armellini (first published in the Flowerandscents.com)
I have just returned from my first AIFD convention and there is much to about.
First of all, with all the talk about less and less retailers in the business,
I think it is Bullshit, after seeing the excitement, attendance and enthusiasm.
Over 700 attendees suggested to me that while there may be less brick and mortar establishments, there are plenty of other ways to get people and flowers together.
And look what happens when you turn hundreds of floral designers loose in a room filled with flowers and hardgoods!
To say that is was over the top is an understatement.
While I admit that retail is the part of the industry that I am the least familiar with, I am trying to bring more retailers into my world of floral news reporting.
Over four days AFID brings together industry professionals from all over the world to learn about trends and software and life lessons and much more.
I attend many floral events around the world and this one overflows with passion and creativity. This is where flowers become more than petals on a stem, where wire and glue become more than tools and where creative hands are more than appendages on a body.
After attending a few of the programs it appears to me that “Presentation” is what floral is all about at this level of floristry.
Ian Proser and his daughter Zoe put on a marvelous demonstration about presentation that illustrated how adding more or adding less can be the secret to wedding success.
Talmage Mclaurin gave a very poignant and touching presentation about using color and shape to express feelings.
This AIFD event went on for days much longer than most conventions and it shows that you cannot pack all that talent into just a few days. The designers and artists did what might be expected from so many with flowers in their hands, but it was better than that.
If you are a designer or florist this is Meca for you so, I recommend that you seek out these folks for next year.
Click here to watch the video review: Exciting New Discovery (youtube.com)
