Reconnect with Len Busch Roses Floral Fest

September 14 – 15, 2021

Ready for some “flower family” time?? We’ll get you there – join us for an IFA road trip!!! We’re happy to share this great educational and networking opportunity by our friends at Len Busch Roses!!! Reconnect is a full day of industry goodness – peer conversation, a wedding technique showcase by Trend on Design by Sandy Schroeck AIFD PFCI CFD, hands-on designing, and LBR hospitality. Click the link to learn more and sign up, it’s a wonderful value!…/lbr-reconnect-floral-fest… Iowa Florists’ Association will be providing transportation from central Iowa up to MSP. Len Busch has blocked off double rooms at a local hotel at the great rate of $99, plus there’s a hotel shuttle to get us to the dinner party and back after poolside drinks 💃🥂 Wednesday AM we’ll brunch together and Kelsey Thompson Aifd will do a short hands-on class on Body Flower Techniques. To sign up for a seat on the “bus” contact us via social media or our website – we’ll coordinate with you on transportation and lodging. You must RSVP to Kelsey Thompson’s email by August 28th to guarantee a spot on the roadie 😘

Shop Talk with the IFA

Tuesday, July 6, 2021 from 5 pm – 6 pm

Join the IFA for a zoom meeting for a casual conversation amongst fellow florists. We’ll discuss industry topics, marketing and sales techniques we love, design tricks and more. This month we’ll focus on “Christmas in July” – what are you doing to prepare for the holiday season as we navigate a post-Covid supply chain and consumer spending?? This is an open-ended, collaborative discussions to network, share ideas and just… talk shop! The link will be posted prior to the start time on the event page

Mark your calendar to join us! Click here!

Floral Photography

Written by; Joanna Kalina, AIFD, CFD, IMF

Have you ever been browsing Pinterest or the internet looking at floral designs and you find yourself wishing that all those amazing floral designs that you are watching disappear could be something that came from your shop or studio and that they could be something that your customer is able to purchase on your very own website? It’s one thing to think, “I want to photograph the gorgeous work that our Floral Shop designs each day and put it on our website, but you’re left thinking in despair with a litany of questions such as, “HOW do I accomplish this? I don’t have the money to hire a professional Photographer to photograph my shop’s work or to market them on my website, and I don’t know the first thing about studio photography, and furthermore I’m sure the tools to accomplish this must cost a fortune.” Can anyone identify with this?

Want to know a secret? I used to be the exact same way, and I’m here to tell you that there’s hope for you and your Shop. Keep reading, and I’ll give you some wonderful news that can help you quit asking the questions of ‘how’ and ‘who’ because the answer to both of those questions is….drumroll……YOU!

If you’re new to the photography thing, or you’ve been successfully promoting your shop all with your own photos for years or somewhere in the middle or thinking about getting started, there’s something wonderful for each to take away. As I was researching tips and tricks to share with you, I realized how many awesome resources are actually out there at our fingertips….so instead of feeding you regurgitated information, I’m going to fine-tune this and hopefully simplify it for you and leave you with some resources and websites instead.

Two is the magic number today with some in-depth tips and suggestions!

One: Tools

a. Back drop: a white or soft gray canvas or paper roll laid over a table, or big tri-fold foam core boards will work great. You will need to decide what kind of space you have available and furnish accordingly. Whatever background you choose, make sure that it’s uncluttered and going to really show your product or arrangement off and not detract from it.

b. Camera: Your smart phone will work great. However, if you have a point-and-shoot or even a DSLR camera, more power to you. Whatever camera you choose to use, learn to use it. Read the instructions, or search google asking, “what settings do I use for low light?” Most point-and-shoot cameras or smart phones will probably be easiest to use on the automatic settings, and you should be able to get great photos.

c. Editing: There are all kinds of editing programs out there, some are free and a lot of them cost. You will need to do some research to find what works best for you. If you’re using your smart phone, you can just use the built-in program that comes with your phone to adjust color, contrast, etc. There are all kinds of apps for your phone that you can download that will give you basic editing tools to make your photos really pop and look more like what you were seeing through the lens.

d. Storage: As you photograph, learn to organize, and make folders to easily access your photos for later dates such as, sympathy designs, plants, gifts, birthday arrangements, etc.

Two: Upload your photos.

a. Social Media: upload your beautiful new photos onto your social media avenues of choice to show your audience what you do on a daily basis. Your work is beautiful. You are a creative designer, and your work NEEDs to be shared! Facebook and Instagram for instance work in conjunction with each other and it’s pretty easy once you have your photos to schedule for a month in advance or more, especially if you use your quiet times to plan for your different seasons and holidays. Trust me, it’s so worth it and IT WORKS and IT’S FREE!

b. Website: Now that you have all these gorgeous photos stockpiled in your archives. Whip them out and add them to your website with a simple description and price and you’re ready to sell your very own designs!

If you don’t have a website, here are a few Flower Shop website carriers that are wonderful, please check them out. FloraNext, Flower Shop Network , and or Bloom Nation

c. Design and Recipe Books:

You have your own beautifully designed pieces, so why not go a couple of steps further and make your own design books.

1. Word, Power Point or Publisher are great programs to start designing your own book.

2. Add a photo or two to really show off your arrangement or product.

3. Attach to page with a short descriptive and catchy caption and then add your price.

  4. Design your coordinating page with recipe breakdown.

5. Add your gorgeous pieces to your website and you’re ready to go!

Here are a few websites with some more tips and tricks if you didn’t find what you were looking for in this blog!

Happy Photographing and Designing! Please let the Iowa Florists’ Association know what you come up with and don’t hesitate to share your beautiful new photos and design books with your clients, peers, friends, and family!

Sympathy Class Recap

Hello there –

Just wanted to pop on here and give a recap of our wonderful class that we had this past weekend. A nod and a big ‘thank you’ to the gals at Fudges Flowers & Gifts in Jefferson, Iowa for letting us use their spacious design space for our class. Also, a huge ‘thank you’ to Bill Doran’s in Des Moines for all the gorgeous flowers, greenery, and product that they sent our way! We couldn’t have pulled this class off without any of you!

Check out all the amazing casket sprays, easel sprays, and asymmetrical side pieces – they are all absolutely gorgeous. What a fun time was had by all in the creation of them. It’s always so much fun to see all the different students assemble from all over Iowa in one room, to learn and network!

Convention 2021 – CANCELED

Hi all –

It’s with sadness that we bring you the news of another canceled Convention. We were so looking forward to being with you all in person this year, but we’re looking forward to March of 2022 for a fresh new start when we can meet in person for a wonderful time together!

A special thank you to our Vendors and Sponsors for their continued support, to which we could not do with out. Thank you to our wonderful members for baring with us as we seek to do what’s best and safest for the industry during this unprecedented time.

For 2021, we are going to focus on all kinds of fun things like; Happy Hour on Zoom, Flower Classes, Photoshoots, Demos and so much more! We’re going to make 2021 a great year even though it will be different!

Meet Our Treasurer

Tonia Benson, owner of Blooms & Things, in Albia IA, is the current Treasurer for the Iowa Florists’ Association.  She is a native of Albia, graduating from ACHS in 2008 and Indian Hills Community College in 2011 with an Associates of Arts Degree.  She also earned her Wedding Planning Certification in 2015 and is currently working on becoming a Certified Florist.

Tonia has been in the floral industry since 2018.  She is a member of her local Retail Committee, Chamber Board and was voted Business of the Year in 2019. In her spare time, she enjoys spending time with her husband and son, boating, puzzling, decorating, and learning more about flowers and marketing.  One of Tonia’s favorite things is popping into random retail and flower shops, chatting with and getting to know the owner/workers, and learning how they do things in the floral industry. Your shop could be next to receive a visit from Tonia =)

Christmas at Terrace Hill

Thank you to all the wonderful volunteers (Fran, Krystal, Erin, and Kandi) that gave their free time to create Christmas magic at our Governor’s Mansion: Terrace Hill!