Submitted by Renee Tucci AIFD
Members of the American Institute of Floral Designers (AIFD) made a powerful impact at this year’s Society of American Florists (SAF) Annual Convention. From groundbreaking presentations and the high-stakes Sylvia Cup design competitions to prestigious industry honors and behind-the-scenes artistry, AIFD talent was woven throughout every aspect of the event.
Here is a recap of how our members led, inspired, and shined.
Mainstage Insights & Interactive Learning
AIFD educational presenters brought fresh perspectives, business strategy, and trendsetting design to convention attendees.
Talmage McLaurin AIFD (Esmeralda Farms) kicked off the convention with the keynote presentation 2027 Flower Trends Forecast. Connecting global home décor and fashion influences to floral design, Talmage unveiled six key trend stories shaping consumer demand:
- Transcendental
- Forage Found
- Nocturnal
- Deconsumption
- History Lessons
- Littoral Shores
His forecast provided actionable strategies for product development, merchandising, and marketing to help floral businesses stay ahead of market shifts.
Tina Coker AIFD (Designs of the Times) took the stage in the Experience Zone for Flower Recipe Rescue: Save the Margin Without Sacrificing the Look.
Addressing rising flower, labor, and container costs, Tina demonstrated practical product-engineering techniques. She shared how to reimagine popular arrangements using strategic substitutions and smarter recipes to protect profit margins while preserving visual impact and emotional value for customers.
Sharon McGukin AIFD, assisted by Kelsey Thompson AIFD, presented Bringing Wedding Trends to Life, demonstrating how to translate high-concept runway styles into profitable event offerings.
Her session highlighted three major design directions:
- Architectural Artistry: Clean structural lines designed with fine art techniques.
- Elevated Meadows: Looser, more natural, sustainable, and seasonal arrangements.
- Texture-first Designs: Lush, tactile arrangements executed in monochromatic greenery.
National President Brent Leech AIFD presented Everyday Stems, New Possibilities, exploring innovative ways to elevate familiar, accessible botanical materials into high-impact commercial design work.
High Stakes at the Sylvia Cup Design Competition
The prestigious Sylvia Cup Design Competition brought together top talent from across the country for a live, surprise-package design battle. AIFD was strongly represented on the competition floor by an outstanding roster of competitors: Martha Aaron AIFD, Bruce Easley AIFD, Sarah Ekberg AIFD, Alejandro Figueira Fernandes AIFD, Cindy Hall AIFD, Jenny Ingrum AIFD, Sharon Ivey AIFD, Celia Matthews CFD, Sam Prom-Chiem AIFD, Olha Savchenko AIFD, and Patience Pickner AIFD. The contest was organized by PFCI board members, and led by Chris Norwood AIFD and Rocio Silva AIFD. Fun was had by all as they created pieces fit for An Evening at the Copacabana
Stars of the Industry Award Ceremony & Dinner Highlights
The convention concluded with a celebratory evening recognizing extraordinary achievement, where AIFD members swept major honors across design, education, and lifelong industry service. The evening was emceed by Awards Committee Chairperson Renee Tucci AIFD.
Inductions
Andie Muller AIFD and Sarah Ekberg AIFD were inducted into the American Academy of Floriculture (AAF) in honor of service to their community and the industry:
The following members were inducted into Professional Floral Communicator’s International (PFCI), celebrating their achievements in speaking and educating within the floral industry: Martha Aaron AIFD, Melissa Maas AIFD, J Ross Railey AIFD, and Lea Romanowski AIFD.
Professional Honors & Hall of Fame Induction
Tommy Bright Award: Marlin Hargrove AIFD received this prestigious award from Professional Floral Communicators International (PFCI) in recognition of lifetime achievement and excellence in floral commentary and education.
Paul Ecke Jr. Award: Russ Barley AIFD received the Paul Ecke Jr. award which recognizes exemplary devotion to the floral profession, the industry and community.
Rising Star Award: Christine Guenther CFD (2027 AIFD Inductee) was honored alongside Erin Burno for exceptional promise and contribution to the industry.
Floriculture Hall of Fame Induction: Ian Prosser AIFD was awarded the highest honor of the evening, earning induction into the Floriculture Hall of Fame for his enduring legacy, extraordinary artistry, and leadership within the global floral community
The Creative Power Behind the Atmosphere
Beyond the stage and competition floor, the visual elegance of the convention venue was made possible by the dedicated Convention Design Team. Led by Design Chair Corey Harbour AIFD, the team worked tirelessly behind the scenes to beautify the hotel throughout the week: Robyn Arnold AIFD, Doug Bates AIFD, Marlin Hargrove AIFD, Kathy Jones AIFD, Carrie Moore AIFD and Becca Phillips
Thank you to all AIFD members who represented our organization with creative leadership, educational generosity, and artistic excellence at SAF! And a special thank you to Andie Muller AIFD, who created the beautiful arrangement that dressed our AIFD outreach table at the Supplier Expo
