I thought I was attending an AIFD convention, but it turned out I was attending a floral family reunion. This was my second AFID event and I must have heard the word family mentioned one hundred times in my three days there.
If you are not familiar with AIFD (American Institute of Floral Designers) this organization trains and educates floral designers and more.
This year’s convention theme was Reflections, and they did a lot of reflecting as they celebrated their 60th anniversary. I was pleased to be invited to attend, and my biggest challenge was trying to figure out which sessions to attend out of the five days of nonstop activities.
This is the first event that I have attended that has two gala dinner parties and so many sessions that they needed a whole week to squeeze them in.
This event was full of hands-on workshops, dramatic presentations and floral artistry from the best floral designers in the world.
This organization has its own floral designer certification aptly called AIFD. This certification does not come lightly. Those wishing to earn this coveted label must meet very high standards that are judged by a distinguished panel.
Once achieved, this AIFD set of letters becomes part your name like a license plate. Any time your name is mentioned it is followed by AIFD. At this event over 50 people (mostly women) were crowned with this new label.
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I sat in at a few workshops and the one that stuck with me was presented by Tim Farrell AIFD, AAF, PFCI. He was teaching a hands-on workshop for high school students and after watching it I am ready to start designing. He did a fabulous job by keeping it simple and leading by example. He recounted that when he was graduating from college his peers were becoming doctors and lawyers and he was becoming a florist, which sounded less important.
He decided to call himself an “Industrial floral engineer” Well done!
This leads me to an observation about all the letters (certifications) behind the names. I admit to being new to the retail florist world after spending most of my floral career in the wholesale, importer, grower and logistics world so I might not yet understand how this all works.
There are two main florist organizations. AIFD and SAF (Society of American Florists) each has their own set of designer certifications. AIFD has CFD Certified Floral Designer and their more coveted AIFD. SAF has two as well AAF American Academy of Florist which is given to individuals who are in the industry but not necessarily florists. ( I happen to have this certification). Then they have PFCI, Professional Floral Communicators International.
As well, some State florist associations have their own certifications. My mind kept suggesting to me that there should be a overall super master certification, I am not sure how it would work or who would issue such a title but after hearing some industry pros being introduced with an alphabet of letters following their name I just though that if a person have reached those levels of professionalism that a few letters should suffice. Just my 02 cents of advice!
Moving on. There were several presentations by international designers and Americas own that were very theatrical designed to stretch your imagination. After so many years of floral artistry history one might wonder how there could be any new ways to create an arrangement. I saw many examples presented that were just that much more interesting and unique, so there seems to be no limit to what creative minds, hands, flowers and stuff can create.
As you will see in my video review there was a vendor showcase which is where I feel the most comfortable. And then there were some hospitality suites where attendees could wander and wonder over the offerings. Detail Flower Software is always my personal favorite as they have childlike activities for us adults to play with. Paint by numbers, temporary tattoos and more.
I will not attempt to list all the activities that over 700 attendees were able to participate in and just say that if you are a floral designer and /or florist this is Meca for learning and becoming part of a floral family that will change your life.
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