Hear what trends successful plant marketers - with a variety of business models - are watching, and how they leverage those trends in their marketing.
Creative Project & Account Manager
Plant Shed New York Flowers
Rebekah Gross is the Creative Project & Account Manager for Plant Shed New York Flowers. She has worked in music, fashion and botanical design throughout her career. She specializes in creative project management, conceptualization and installation of experiential biophilic and floral designs, and managing creative partnerships in the B2B sphere. She currently leads a team of horticulturists and designers to create livingscapes for both private consumers and large business structures.
Danae was an LA-based photographer and prop stylist when her obsession with plants, and desire to see people feel empowered to care for them, drove her to start Folia Collective, an indoor plant store with stylish goods for plants and plant lovers. Most mornings you'll find her out zipping around wholesale plant nurseries searching for the best plants for the shop. Danae is also an author her book, Houseplants For All, came out in August of 2020 which teaches readers how to fill any home with happy plants.
Sandy Schroeck, AIFD, PFCI, CFD
Trend On Design
As the owner of Trend On Design, in Eden Prairie, Minnesota, Sandy Schroeck, AIFD, PFCI, CFD, lives by the mantra “educate, inspire, influence” and it shows. She is passionate about introducing even seasoned floral professionals to new products, current trends, creative mechanics and design techniques to become more innovative and profitable designers. Sandy is an award-winning designer, trend watcher and international educator with extensive experience in the floral industry. She is currently an education specialist for Floriology Now, a design director for Smithers Oasis and works with Len Busch Roses as customer education coordinator. With a strong belief of excellence in design, Sandy is a member of American Institute of Floral Design. She currently serves on the AIFD National Board as a director at large, and has led the AIFD national membership committee, symposium committees and is an AIFD certified evaluator. She is also certified by the Professional Floral Commentators International and a past winner of the prestigious North Central AIFD Bobbi Cup. Sandy uses her design expertise and passion to convert consumer and color trends into floral sales and with the knowledge that continuing education and a willingness to change are the keys for success.
Derek Woodruff, AIFD, CFD, PFCI, CF
Derek Woodruff joined the floral industry at the age of 16 where he began learning floral design in vocational school and working for a local florist. Since then, he has continued to study the trade through institutes such as Michigan State University, the Michigan Floral Association (MFA), and the American Institute of Floral Designers (AIFD). In 2008 he launched his own business, Floral Underground. Woodruff enjoys presenting on stage, in hands-on workshops, and also online to audiences of floral designers and consumers alike. He has won numerous awards including the 2016 Sylvia Cup Design Competition.