Florists’ Review New Ownership and Ongoing Partnership with AFE

Florists' Review June CoverSince 1897, Florists’ Review magazine has chronicled the ups and downs of the floral industry. Throughout that time, the Endowment and Florists’ Review has built a long-term partnership supporting both each other and the floral industry, which we both serve.

Last Spring, the Endowment was able to rescue the Florists’ Review’s extensive library of more than 120 years of floral industry history when the Review sold its building.

In January of 2021, the Review announced their new ownership, FUSE Media+. Continuing our ongoing industry connection, AFE’s Executive Director, Debi Chedester recently was invited to meet with new owner, Jules Lewis Gibson, and Associate Publisher, Mechell Lord over Zoom who shared Florists’ Review’s plans to engage, support, and provide educational content to the floral industry.


Florists' Review's Jules Lewis Gibson

Florists’ Review New Owner, Jules Lewis Gibson

Before media, Jules founded an advertising agency specializing in the luxury home industry and launched an online floral/garden boutique, among other ventures.

“It was exciting and refreshing to hear the plans for bringing more business and marketing editorial content to help the industry expand and grow,” says Chedester. “With Jules’ background in women’s and luxury consumer-facing magazines, she knows what consumers want in an ‘experience’ and can help bring that knowledge and know-how to the floral industry.”

AFE is excited to continue to collaborate with Florists’ Review and has long been a supporter of their publications.

“We wish Jules and her team ongoing success and know that they have big plans to provide expand their content, launch a video educational series, and more to help the floral industry thrive”.


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