Florida’s wedding and floral market is entering its peak planning season. This is the time when concepts for the upcoming year are shaped and when industry professionals analyze the trends that will define wedding design in 2025-2026. Full Pot of Flowers – Wedding & Event Showcase 2025 brought together leading florists, decorators, and trendsetters from across the country – effectively setting the tone and professional benchmarks for the upcoming season.
The wedding industry is undergoing rapid transformation: approaches are evolving, standards are being reassessed, and client expectations are rising. In such a dynamic environment, it becomes crucial to understand who is shaping the professional agenda, which ideas will guide the industry’s development, and what practices are now considered indicators of quality.
For expert insight, we turned to international florist Vladyslava Nahorna, who not only closely follows industry shifts, but accurately anticipates market movement, analyzes trends, and adapts them to modern client demands.
Vladyslava Nahorna is an international floral designer, owner of Why Not Flowers (Jacksonville, Florida), a member of the Association of Ukrainian Florists and the Society of American Florists (SAF).
Vladyslava, which speakers, in your opinion, set the key direction for wedding floral professionals this year?
“Among many strong presenters – Deborah De La Flor, Michael Smith, Ian Prosser, and Robert Tucker – I would especially highlight Alejandro Figueira Fernandez. He is a floral designer of international caliber and founder of a company with a 24-year history.
His talk on the importance of floral education and accreditation felt incredibly relevant. Alejandro emphasized something that resonated deeply with me: raw talent without structured training eventually stops working. Today’s market requires not only artistic vision but also deep technical knowledge, backed by accreditation and international standards. To meet the expectations of modern clients – especially wedding couples – you must learn continuously, expand your expertise, and maintain your professional credentials.”
Which ideas shared at the forum do you consider the most important for floral business owners?
“Michael Smith offered invaluable insight drawn from real shop experience – an honest perspective showing how floral design constantly balances between art and business. Michael is one of the most versatile florists in the United States: he runs a successful flower shop, teaches both beginner and advanced classes, and mentors upcoming designers.
What impressed me most was his focus on pricing and cost structure. The financial side is often overlooked – how to price a bouquet, venue décor, or a full wedding installation. Michael explained how essential it is to establish fair pricing: clients must understand the value of your work, and florists must be able to maintain their resources.
I follow the same principle in my own practice: I always explain to couples that a bouquet is not just flowers – it is labor, knowledge, technique, and experience. That transparency builds trust and helps create an honest, sustainable working relationship.”
Was there a moment at the forum that gave you a truly practical insight or a tool you can apply immediately?
“The hands-on workshop by Robert Tucker was particularly impactful. Robert is one of the key figures of the forum and a lead organizer on behalf of the Florida State Florists’ Association.
During the workshop, we created a bouquet using a structural frame. Frame-based techniques allow you to go far beyond classical forms and give incredible freedom in creating signature, artistic designs. When I use these techniques in my own work, I always see clients’ excitement – they immediately recognize that they are receiving something unique and designer-made.
Robert’s workshop became the highlight of the event: it brought together education, technique, innovation, and a client-centered approach – essentially the entire philosophy of modern floristry wrapped into one session.”
Which wedding floral trends, according to the speakers, will define the upcoming season?
“Among the most discussed trends were light, airy compositions, translucent textures, and the blend of soft pastels with vibrant accents. But the most important idea is the growing emphasis on individualization – every design must reflect the couple’s story.
Full Pot of Flowers once again proved that modern floristry is a fusion of art, psychology, and business. The conversation touched not only on style but also on professional standards, financial literacy, and the ability to turn inspiration into viable business solutions.
Events like this unite the industry. We learn from one another, support one another – and that’s what gives us the strength to move forward.”
