Coast to Coast

Save the Date for Canadian Florist Business Forum

Join us Saturday, April 21, at the Holiday Inn & Sites Parkway Conference Centre in St. Catharines, Ontario, for our annual Business Forum, Canada’s only event focused on business education, sales, and networking for retail florists.

Our speaker lineup includes four names that should be very familiar to Canadian Florist readers:

Book Those Money-Maker Weddings – Jennifer Harvey, CAFA, CFD


Designer and consultant Jennifer Harvey, CAFA, CFD, will help you explore the exciting new wedding market and offer tips to diversify your design portfolio. Learn how to navigate emerging trends, millennial brides’ expectations, and budget constraints. Whether you’re recreating the most grandiose trends on Pinterest or servicing a DIY budget bride, you can do so profitably and without sacrificing your brand. It’s time to get the biggest payout for their biggest day!

Additionally, she’ll discuss cultural communities and how to break into new demographics, tactics that inspire your staff and prevent burn out, and where to invest your marketing dollars and talent to get the most traction in the wedding industry.

Let Harvey reinvigorate your excitement for one of the oldest and most celebrated moments of life.

Conversational Commerce: Building Connections with Customers – Michelle Brisebois


Your flowers tell your customers’ stories. Whether the message is “I love you” or “Thanks for being my mom,” the flowers start a conversation. Independent florists are perfectly positioned to thrive in the emerging retail environment. Your brick and mortar and online retail spaces are merging, while social media connections are facilitating a deeper relationship with customers.

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Do the people who like you on Facebook also buy from you? Why do online shoppers abandon their carts before completing the transaction? If every home is about to have an Alexa or other virtual assistant ready to “send flowers to Jane,” how can you interlace your retail experience with this new technology?

This presentation is about nurturing a strong connection all the way through the shopping experience, regardless of where or how your customers are connecting with you. New technology means the online shopping experience will more closely mimic the traditional in-store environment. Michelle Brisebois, a marketing consultant and regular Canadian Florist contributor, will show how the personal touch of traditional retailing and the convenience and measurability of e-commerce, have finally realized they need each other to thrive.

SMART Selling – Tim Huckabee, AIFSE, FSC


Sales and customer service expert Tim Huckabee, founder and president of FloralStrategies, will break down the most pervasive bad habits and mindsets in the floral industry and offer easy solutions to reverse them. His no-nonsense presentation will tackle every aspect of operating a flower shop, including management, profitable design, sales tactics, and customer relations.

The Art of Selling – Neville McKay, CAFA, PFCI


Neville MacKay, flower shop owner, Canadian Florist columnist and a Smithers-Oasis design team member, will share his secrets for designing pieces with a high perceived value and a hefty profit margin, visual merchandising to entice new customers, the art of upselling and more.

Katie Hendrick
Katie Hendrick is the editor-in-chief of Canadian Florist.
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