This year, I had the honor of representing New Bloom Media at Floriexpo 2025, held in sunny Fort Lauderdale, Florida. From the start, I could feel this year was going to be different. As part of the pre-event promotions and media partner through The Bloom Show & New Bloom Media, we helped bring visibility and awareness to the show before doors even opened. But what unfolded on-site truly exceeded expectations.

Floral Bootcamp snap by Williee Armellini of Flowerandcents.com

Day 1: Floral Bootcamp, Golden Hour, & Reconnection

Floriexpo kicked off strong with Floral Bootcamp—a standout experience and honestly, one of the most impactful educational formats I’ve attended in this industry. The sessions were packed with deep, practical insights covering:

• AI in the Floral Industry with Liza Roeser and Jennifer Barnard from FiftyFlowers, and Ryan Black from Jet Fresh Flowers. From Jasper AI to custom GPTs, I learned how tools like Sora and Canva are already changing workflows, automating SOPs, and enhancing marketing in real-time. This was a great chat—it went from A to Z of AI in an easy and practical way. I was taking notes and sending photos in real-time to my team. They covered how AI boosts customer service, streamlines HR, enhances product and graphic design. Jasper AI’s impact on FiftyFlowers was impressive, showing measurable results in customer satisfaction, speed, and consistency.
    
  Liza Roeser and Jennifer Barnard from FiftyFlowers, and Ryan Black from Jet Fresh Flowers. Photo by Williee Armellini of Flowerandcents.com
• That Flower Feeling’s Unit Sales Program with Vanessa Leite and panelists from Albertsons, Cosentino’s, Deco Wraps, and more. The energy in this session was electric. The message? Flowers are self-care, and the future of floral marketing is collaborative and emotionally driven. It was powerful to see some of our industry leaders champion this program and encourage others to join. With nearly zero entry cost and massive potential, this initiative could unify our industry under one recognizable consumer-facing brand.
  
  Photo by Williee Armellini of Flowerandcents.com
• Design for Commercial Success with Steven Santos of Galleria Farms. This session connected luxury design with retail efficiency. Leatherleaf is back. Color sells. And emotional design is attainable at scale. The concept of “attainable luxury” was the big takeaway—creating high-end-looking bouquets at mass-market pricing. Multi-textured designs, color layering, and high-end look at a fair price are where the industry is heading. It reinforced what we’ve been hearing: consumers want more than flowers—they want meaningful design, emotional impact, and experiences.
  
  Steven Santos of Galleria Farms. Photo by Williee Armellini of Flowerandcents.com

• 2026 Trends Forecast from LiveTrends. Micro-moments, joyful color, biophilic forms, slow living, and attainable luxury were key takeaways. This session emphasized how overstimulated, disconnected consumers are craving authenticity, softness, and connection. The biggest takeaway? Kindness is now a key design principle, and consumers are hungry for brands that stand for something. It reaffirmed that our direction at New Bloom Media—community building, kindness, emotional storytelling—isn’t just creative; it’s on trend.

I arrived just after the first session, but from what I heard, it set the tone for a powerful day. Unfortunately, I had a tech hiccup—my new phone locked up—so I couldn’t capture as many pictures as I wanted.

Following the Bootcamp, we were treated to the Golden Hour Welcome Reception. The food was phenomenal—ceviche, shrimp arepas, tropical flavors, and a calypso band gave it that perfect Fort Lauderdale flair. There was an amazing energy in the room—networking, old friends, new connections. One memorable moment: chatting with reps from a Texas-based airport looking to connect with the floral industry (You may just see them on The Bloom Show soon).

We wrapped the evening with dinner alongside my good friends Williee Armellini and Joe Don Zetzsche, where the conversation turned to AI’s potential impact on floral. It was a long day—filled with insight, collaboration, and laughter.

Day 2: Bloom Show Interviews, Color Trends & The Bloom Together VIP Event Floriexpo Edition

Day two started with Bloom Show interviews—you can catch the full interviews on our channels. The themes that stood out:

1. Bright color pops are back
2. Emotion drives purchasing—vendors showcased emotion-themed bouquets like “The Happy Bouquet” and “I Love You” arrangements.
3. Attainable luxury is the future of floral—think curated designs that mix materials and textures, designed for both impact and ease of setup.

Vendors shared that the 9:00 AM buyer preview hour worked well—it allowed for focused time and created more meaningful, ROI-driven conversations. I’ve attended many Floriexpo events, and usually when I ask, “Was it worth it?” I get hesitations. But this year? 99% said yes—quality buyers, real leads, valuable facetime. That’s what makes a show worth it.

Catch the full Floriexpo Series on our YouTube playlist—new episodes are still being added, so stay tuned for fresh insights and behind-the-scenes moments.

That Thursday evening, New Bloom Media hosted the first-ever VIP Bloom Together Event at Floriexpo, with seven incredible sponsors:

1. Continental Floral Greens
2. Deliflor America
3. De Ruiter Innovations
4. Garden America
5. Valley Springs
6. Bella Flor
7. Elite Flower Group

We hosted 14 key buyers and over 36 attendees. The purpose? Celebrate collaboration, spark conversation, and build community. This event was designed to give key buyers and vendors a space to connect in an intimate setting—no sales pitches, just authentic conversations and relationships. It was our first-ever intimate invite-only event, and a true success. We’re excited to grow and evolve it next year as we continue our mission to connect the floral community in meaningful, lasting ways.

The evening featured incredible florals, great food, and themed cocktails like the Valley Springs Sunrise and The Delishow. One of the highlights was a unique bayside chat with industry leaders.

Pieter Landman and Joe Don Zetzsche led an inspiring, relaxed session titled “Flowers Need Help.” They discussed how growers and retailers can better collaborate to create retail-friendly products—especially for stores with limited staff and merchandising capacity. Pieter shared a story about jumping in during a holiday to help move product—and watching sales spike. Joe Don emphasized that product design must make execution easy if we want to scale floral sales.

This session captured the true spirit of Bloom Together—challenging the status quo, encouraging innovation, and building real collaboration across our industry.

We’re also proud to share that all of this year’s sponsors have already confirmed their support for next year—a testament to their belief in the importance of community-building in the floral industry.

If you’re interested in attending or exploring sponsorship opportunities for 2025, reach out to: [email protected]

Joe Don Zetzsche and Pieter Landman during the Bloom Together VIP Event – Floriexpo Special Edition. Photo by Williee Armellini of Flowerandcents.com

The evening wrapped up with Floriexpo’s signature event—the Yacht Party. For anyone attending, it’s a can’t-miss experience. Personally, as a Floridian, it’s the one time of year I actually make it out on the water—so I never skip it. With an open bar, great music, and a buzzing dance floor, it’s the perfect mix of fun, networking, and real conversations.

One moment that stood out was a chat with a grower from California, who encouraged us to shine a brighter spotlight on American Grown Flowers from the West Coast and beyond. That honest feedback was incredibly valuable—and it sparked a new direction for us. You can expect to see more coverage of U.S.-grown farms on The Bloom Show in the coming year.

Day 3: Tariff Talk & Industry Unity

Friday began with an important panel discussion on navigating floral tariffs, which I had the honor of moderating. The panel featured:

1. Stuart van Staalduinen Jr., Director of Sales, Bayview Flowers Ltd
2. Joe Don Zetzsche, Owner & Principal, Rocking Bar Z
3. Christine Boldt, Executive Vice President, AFIA
4. Elissa Mast, CEO, E & R Sales, Inc

This panel was inspired by The Bloom Show’s Alert Series: Tariff & the Floral Industry – Expert Perspectives, where I interviewed eight floral industry leaders across different sectors. After that, Bob and Lauren reached out with a brilliant idea—why not bring that energy live to Floriexpo with a keynote panel on the final day over breakfast?

I loved it immediately. It had two clear intentions:

1. Add value to attendees through candid insights
2. Give exhibitors nearby a chance to listen in without leaving their booths

That’s what made this panel special—it wasn’t just scheduled programming, it was a smart way to reach people right where they were. It’s a testament to how Floriexpo is thinking outside the box and bringing fresh energy, intention, and real community focus to the floral industry.

One standout comment came from an audience member: “Let’s stop waiting and start reaching out to our state representatives.” This panel reminded us we have the power to unite and protect our industry. I strongly encourage support for AFIA and SAF’s Congressional Action Days. Christine Boldt is doing critical work—reach out, support, and stay informed.

Christine Boldt, Joe Don Zetzsche, Stuart van Staalduinen Jr, and Elissa Mast during the panel discussion. Photo by Williee Armellini of Flowerandcents.com

Final Reflection

This year’s Floriexpo was something special. The energy was high, the education was sharp, and the execution was thoughtful. Massive credit to Bob Callahan, Lauren St. Clair, and the entire Floriexpo team for hosting a great event, staying present, and caring deeply. I also want to thank the Board of Advisors—your collaboration is shaping the future of this show.

The potential is huge. The momentum is real. And as always, New Bloom Media is here to support, connect, and help the industry grow with purpose.

See you at the next one. Let’s Bloom Together.