Florists' Review Media Group has served the global floral in study for over 124 years.
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6 welcome Kindest regards, Jules Lewis Gibson President & Creative Director Florists' Review Media Group T he busy fl oral event fall travel season is winding down—thankfully. With two trips to Europe for Interfl ora World Cup in Manchester, England; the IFTF show in Amsterdam; and a week in Colombia for Profl ora, I've seen amazing fl oral installations and met incredibly talented fl oral designers in the last three months. While my frequent-fl ier miles received a considerable boost, I am eager to plant my feet fi rmly on the ground for a while. For those of you interested in attending some of the spectacular fl oral events in the upcoming year, we have compiled a list of the "Top Floral Events in 2024." To make sure the dates stay top of mind, we hope you enjoy your complimentary 2024 Florists' Review calendar enclosed with this issue. In our article " How Important is Sustainability for Your Business? VERY !" we off er tips to help you incorporate sustainable practices in your business. According to the recent fi ndings from an extensive study, "U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry," 61.7 percent of the study's 2,172 U.S. participants indicated a strongest willingness to pay "10 percent or more" for locally sourced fl owers. While locally grown fl owers are limited in most areas, incorporating locally sourced products when they're available is important to consider. ough you may currently fi nd yourself knee-deep in holiday decorations, it's worth noting that Valentine's Day is less than two months away. Recognizing the signifi cance of this holiday for retail fl orists, we have some design inspiration to share from participants in our Valentine's Day design contest. Also in this issue, we feature our inaugural "Readers' Choice Award" winners and creative tutorials, as well as articles delving into the life of a traveling freelance fl oral designer and the myriad fl oral education options available to help you enhance your skills. And fi nally, I want to off er my deepest gratitude to everyone who contributed their talents and knowledge to creating this beautiful publication. Special thanks to our marketing partners and, most importantly, our loyal subscribers who make all of this possible! Wishing you all a joyful holiday season and a prosperous new year!