This special two-part episode of The Bloom Show brought together two floral industry legends whose careers have shaped the way flowers move, sell, and inspire. Host Sahid Nahim welcomed Red Kennicott of Kennicott Brothers and Williee Armellini of Flowers and Cents for an engaging conversation about legacy, leadership, and the importance of preserving our industry’s story. From a family business dating back to 1836 to documenting decades of floral history in print, this episode bridges where we’ve been and where we’re going — offering lessons every floral professional can apply.

A Family Legacy Since 1836

Red shared the remarkable story of how his great-great-grandfather’s nursery farm in Illinois grew into one of the first wholesale florists in the United States. Spanning nearly two centuries, the Kennicott Brothers legacy is a testament to adaptability and the power of building strong relationships in the floral community.

Building an Employee-Owned Future

Red described the company’s transformation into a 100% employee-owned business and how it’s shaped the culture. This change created a sense of shared responsibility and pride, helping attract and retain talent while strengthening their industry presence. “What it means is everybody in the company is an employee owner…it’s helped attract team members who’ve helped us grow.”

Encouraging the Next Generation

Red’s message to younger floral professionals was simple but inspiring: this is an industry full of opportunity, innovation, and meaningful relationships. He encouraged them to get involved, learn from others, and see the floral world as a place where a lifelong career can flourish.

As Red shared how legacy and leadership can shape the industry’s future, Williee Armellini brought a complementary perspective—showing how documenting the past helps guide where we’re going. His journey from industry participant to historian ensures that the stories behind the blooms are preserved for generations to come.

Writing the Industry’s Story

Williee shared how his book, Flowers Come From Where?, began as years of notes and ideas collected over two decades. When the pandemic lockdown hit, he finally had the time and focus to put it all together, capturing an important chapter of floral history for future generations.

Memories of the New York Flower Market

Painting a vivid picture of his early days delivering flowers in Manhattan, Williee described the bustling energy of the old market—trucks rolling down narrow streets, shop doors wide open, and workers balancing armloads of flowers. His recollection brought to life a time and place many in the industry still remember fondly. “People carrying boxes down the street, gladiolas on their shoulders and going every which direction.”

Preserving Stories for Future Generations

Williee explained how companies are using his book as both a history lesson and a cultural bridge, giving copies to new hires and longtime employees alike. This sharing not only strengthens team connection but also fosters a deeper appreciation for the industry’s roots.

Final Thought

This episode was a masterclass in honoring the past while preparing for the future. Red’s legacy and forward-thinking leadership, combined with Williee’s dedication to documenting our shared history, create a powerful reminder: our industry thrives when we share knowledge, preserve traditions, and innovate together.

See the full conversation with Red Kennicott and Williee Armellini to hear these stories — and more — in their own words. 

Upcoming Bloom Shows

• The Bloom Show Correspondent: Melinda Knuth | Episode 1 – Consumer Insights & Floral Trends on September 5, 2025 at 1 PM EST
• The Bloom Show Ep. 2: Joe Don Zetzsche on Innovations in Floral Retail on September 12, 2025 at 1 PM EST

Williee’s book, Flowers Come From Where?, is available for purchase online and directly through him. Many companies are buying it in bulk to educate new hires and reconnect veteran team members with the industry’s history. Scan the QR code below to purchase! 

Our Message to the Community: Honoring Legacy, Inspiring the Future 

At New Bloom Media, we believe that connection, shared history, and forward-thinking leadership are the roots of a thriving floral industry.

This episode of The Bloom Show—featuring Red Kennicott and Williee Armellini—was more than a conversation about the past. It was an invitation to value where we’ve been while embracing where we’re headed. From a 19th-century family business still growing strong to preserving the stories of flower markets and industry milestones, both guests showed us how legacy and innovation work hand in hand.

Their experiences remind us that progress comes from honoring the people, relationships, and traditions that built our community while staying open to change. Whether you’re leading a company, starting your first floral job, or documenting the industry’s story, your role helps shape the future we share.

Let’s keep telling our stories, building connections, and using platforms like The Bloom Show to bridge generations and ideas.

Because just like flowers, our industry blooms best when we grow together. 🌸

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