I’ve got news.
I’m throwing myself into the role of Correspondent of heArt for New Bloom Media.
And if you know me, you know this is not going to be your polished, buttoned-up blog.
It will be heart and humor.
Flowers and feelings.
And probably a little glitter, even when no one asked for glitter.
What is “heArt,” really?
“heArt” is where the heart meets art, and it’s where you and I get to dig into the soul of what makes this crazy-beautiful floral world turn.
It’s the place where we talk about: Why flowers matter, why YOU matter, why this industry is wild, beautiful, stressful, hilarious, fulfilling, exhausting & utterly magical (all at the same time), and how we can keep blooming through it all.
This blog isn’t just about pretty petals.
It’s about the passion that keeps us showing up — exhausted, inspired, stubborn — because we know we are made for this.
Real Talk from a Real Florist
We’re going to tackle the real sh*t. The “I cried into my arrangement but still delivered it with a smile” sh*t — while we laugh about the things only florists understand: running on Alani, surviving holidays, making it work with wire and a prayer, losing your clippers for the 87th time, explaining (again) why flowers cost what they cost….
Work That Makes Your Soul Spark
We’re talking inspiration, design breakdowns, color stories, unexpected ideas, storytelling through flowers.
The Unpolished BTS
What it is really like to travel, teach & participate in floral events around the world. Events that pull you in ten directions at once. TSA is giving me side-eye because my bag is 40% floral foam. Meeting designers who blow my mind. Moments that remind me why I chose this life.
Flowers changed my life. This industry has shaped me, challenged me, humbled me, rebuilt me, and sent me all over the world.
If anything I’ve lived can help another florist find their spark, steady their hands, or stay in the game one more season, let’s go.
Why me?
I’ve cried, laughed, loved, created, failed, succeeded, and grown, just like you. I love flowers with my whole heart, and I want to share that with you. And because New Bloom Media said, “Ace… just be you.” So buckle up.
The heArt Mission is to inspire you. To see you and celebrate you. To remind you that what you do matters.
This is for the creatives who feel deeply, create fearlessly, and keep going even when the world asks too much.
If you’ve ever been tired, inspired, overwhelmed, on fire, burned out, lit up, lost, found, or absolutely in love with what we do — then heArt is for you.
Grab your shears.
Grab a snack.
Grab a stem that reminds you who you are.
Let’s get to the heArt of it.
About the Author
Ace Berry AIFD, PFCI, CFD, TMF is the Texas florist who traded oil rigs for roses and never looked back. Since discovering his passion in 2007, he has grown from a former oil-field worker into an award-winning designer, educator, and creative force behind both Urban Fiori and his floral brand Ace in Full Bloom. A Texas Master Florist and proud member of AIFD and PFCI, Ace has showcased American floral artistry on global stages—from competing on HBO Max’s Full Bloom to designing at Fleuramour in Belgium, winning the Innovation Award at Chelsea in Bloom, and serving as a featured educator at the New York Botanical Garden Orchid Dinner. Now also one half of The Penny & Ace Show, a special Bloom Show series, Ace continues to share his humor, heart, and design expertise with florists worldwide—proving that with passion and grit, anyone can bloom into the life they imagine.
Published by New Bloom Media
New Bloom Media (NBM) is the first multi-channel B2B media platform dedicated solely to the floral industry across the Americas. Through thought leadership, industry insights, and collaborative storytelling, NBM helps businesses innovate, connect, and thrive.
Want more floral industry insights?
Subscribe to our newsletter for exclusive interviews, market updates, and innovation spotlights delivered straight to your inbox.
