The Details Flowers team had the pleasure of attending the 2025 Texas State Florists’ Association Annual Expo, held June 27–29 at the South Shore Harbour Resort in League City, TX. This year’s theme, secrets, set the tone for a weekend of discovery, inviting floral professionals to uncover the hidden tools, techniques and strategies that elevate great designers into exceptional ones—and the event delivered on every front.

The Expo kicked off on Friday with a dynamic series of workshops designed to explore every facet of the floral business. Brandy Ferrer’s session, “Secrets of AI-Powered Floral Artistry,” brought a forward-thinking perspective, inspiring attendees to consider how AI can enhance creative workflows. In “Unlocked Secrets,” J. Keith White introduced bold new ways to work with color and texture through the lens of American Floral Trends. Charlie Groppetti offered accessible tips in “Secrets for Creating Marketing Videos,” showing how florists can craft compelling content using just a smartphone. Meanwhile, Derek Woodruff led “The Secret to Sustainability in Bespoke Design,” providing actionable advice for reducing waste while maintaining high-impact designs.

The afternoon featured a business-focused session led by Renato Cruz Sogueco, “Unlocking Social Media Best Practices,” which offered platform-specific insights and real-life strategies to help florists enhance their online presence. That evening, attendees gathered for the Stars of Texas Dinner and a dazzling design presentation by Chris Collum-Williams: “Innovative Floral Stylings for Weddings and Events,” a perfect blend of education and entertainment.

Saturday began with a session by Hitomi Gilliam, “Styling Unique Everyday Florals,” in which she shared smart formulas for creating high-impact designs with fewer stems—ideas that paired artistic inspiration with financial savvy. In the afternoon, Rocio Silva and Frank Feysa co-led a bilingual presentation, “Mastering the Secrets of Sympathy Florals,”guiding attendees through emotionally sensitive and technically refined approaches to memorial work, while showcasing new offerings from Smithers-Oasis. The day concluded with a hands-on session by Chris Collum-Williams, “Wedding Design — What’s Your Best-Kept Secret?” that invited designers to exchange their most effective tips and techniques for exceptional wedding work.

Connecting in the Product Gallery

A highlight of the weekend for the Details Flowers team was meeting so many floral professionals face-to-face at their booth in the Product Gallery. From longtime users sharing their continued support to first-time visitors discovering the software, each conversation was meaningful. The Passport to Education program brought even more attendees their way, and the energy at the booth remained high throughout the weekend.

The team also enjoyed participating in the Stars of Texas Dinner, an inspiring evening dedicated to celebrating the creativity, talent and dedication of the Texas floral community.

Sharing Industry Secrets with Corrine Heck

Sunday brought a standout moment for the team as Details Flowers Founder and CEO Corrine Heck took the stage to present “Secrets of Top Event Florists: Turning Vision into Profitable Designs.” Drawing on over two decades of industry experience, Corrine shared what truly distinguishes high-performing florists: intentional design, strong business systems and the power of data-driven decision-making. She emphasized the importance of understanding the financial side of floral design and using technology to streamline operations. Attendees left the session feeling motivated, equipped with tools to enhance both creativity and profitability.

The 2025 TSFA Expo was a testament to the association’s commitment to education, connection and growth within the floral industry. Every speaker, session, and interaction reflected a shared passion for helping florists succeed. As ideas bloom and secrets are applied in studios and shops across the country, the Details Flowers team is already looking forward to what next year’s Expo will bring.

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