News
Empowering Florists to Learn, Grow, and Inspire
December 10, 2025
Continued education is vitally important to our industry, especially for small business owners and employees who rely on ongoing learning to stay inspired and competitive. To help make these opportunities accessible, we administer several grant programs designed to support retail florists as they travel to industry events, conferences, and workshops: places where they can build new skills, strengthen their businesses, and spark their creativity.
This year, five individuals were selected to receive support through three of our travel education grant funds: the Retail Florist’s Continued Education Grant, the Ken and Jean Royer Family Fund – Retail Florist Education Travel Grant, and the Arizona Retail Floral Travel Education Grant. These grants were each established to expand educational access for brick-and-mortar retail florists, whether by assisting first-time attendees, supporting continued learning in specific regions, or helping florists nationwide pursue hands-on training and professional development.
Congratulations to this year’s recipients: Emilie Richardson, Matha Whitney Butler AIFD, Lorna Cooper AzMF, Christina Ignatius AIFD, EMC, PFCI, AzMF, and Annette Peck, and celebrate the meaningful experiences these grants helped make possible. Read on to learn how they used their opportunities to grow and bring fresh ideas back to their businesses!
Don’t miss the next application deadline: October 1, 2026.
Emilie Richardson – Smith’s Florist & Gift Shoppe
Retail Florist’s Continued Education Grant
“Thank you for selecting our shop to receive the grant. Attending the conference was expensive, and we can’t do it every year. We believe that education and networking are necessary to maintain relevance in our industry, and the grant helps a small shop like ours to participate in these larger industry events.
Our industry has faced many pressures this year, and I was looking for information that would help us make better decisions in our business, as well as hearing different perspectives from the many roles represented at the conference. Several sessions presented new information that wasn’t even on my radar. I don’t know where else I would have heard about these things if I hadn’t attended. I was also delighted to meet some wonderful folks and have some lively conversations and make new personal connections. I left the conference feeling inspired and energized, seeing beyond my own everyday bubble.
I very much appreciate the support that you are giving to us and to the other shops you’ve funded. It’s wonderful to have this support.”
Martha Whitney Butler, AIFD – The French Potager, LLC
Ken and Jean Royer Family Fund – Retail Florist Education Travel Grant
“Being awarded the Ken and Jean Royer Family Travel Grant is such an honor. This opportunity makes it possible for me to pursue my training at the NGC Flower Show School and deepen my commitment to education and service within the floral industry. I’m so thankful for the support and excited to share what I learn with my community.”
Lorna Cooper AzMF – Brady’s Floral
Ken and Jean Royer Family Fund – Retail Florist Education Travel Grant
“I’m so grateful to be selected for the Ken and Jean Royer Family Travel Grant. Attending the SAF Next Gen Conference is such an exciting opportunity to learn, connect, and grow. I’m eager to bring back new knowledge and skills to share with my business and industry peers.”
Christina Ignatius AIFD, EMC, PFCI, AzMF – Flower Bar
Arizona Retail Floral Education Travel Grant
“I am sincerely honored to be selected as a recipient of the Arizona Travel Grant. I extend my deepest gratitude to the American Floral Endowment for its generous support and dedication to continuing education within the floral industry.
This grant will play a pivotal role in supporting my International Master Florist (IMF) certification at the Boerma Instituut in Alsmeer, Netherlands taught by Gregor Lersch, which will allow me to pursue studying innovative floral design techniques, Nomenclature, and advanced theory. The insights and expertise gained through this opportunity will enable me to contribute meaningfully to the elevation of the floral community by sharing knowledge, fostering creativity, and promoting professional excellence.
Thank you for your enduring commitment to nurturing growth, innovation, and education across all sectors of floriculture. It is a privilege to be part of an industry strengthened by the vision and generosity of the American Floral Endowment.”
Annette Peck – Persimmon Petals
Ken and Jean Royer Family Fund – Retail Florist Education Travel Grant
“I am so honored and very grateful to be the recipient of the Ken and Jean Royer Family Travel Grant. Because of this, I will be able to attend the AIFD Symposium in 2026 and take part in an amazing floral experience and education. I hope to gain an abundance of knowledge on new floral trends and techniques to bring back with me to share with my colleagues and community.”
I am really looking forward to the inspiration I will receive and all that it has to offer for floral designers. Thank you so much!”
As we look toward a new year, your support helps make opportunities like these possible. Every gift to AFE helps provide florists with access to education, training, and events that strengthen their skills and their businesses. If you’ve been inspired by this year’s recipients, we invite you to help more florists learn, grow, and succeed with a donation today.
And this year, your impact goes even further thanks to a generous donor who is matching every dollar two-to-one, tripling the difference you make. Make a Contribution Here
