We’ve just received our fabulous American Flowers Week labels (actual size: 2-x-3 inch oval) and it’s time to place your order! It’s completely free to participate in American Flowers Week, but if you really want to dazzle your customers, we have an affordable resource for you to use. For the 4th year in a row, you can use American Flowers Week bouquet labels to highlight your product, your brand and your mission. The labels are available exclusively to all active Slow Flowers members. To offset the cost of design and production, we ask for a nominal contribution from you. Pricing: $20 50 $35 100 $50 200 $100 500 To order: Please send your request to: firstname.lastname@example.org and indicate the quantity of labels you want. Payment: You’ll receive an invoice payable via PayPal and once payment is complete, the labels will be shipped. We will add $10 Priority Shipping & Handling to each order, due to a Postal Service rate increase to $7.65 for a flat-rate envelope. Deadline/Shipment: All label orders must be received by Friday, June 21st in order for us to mail them to you in time.
Use American Flowers Week’s badges and graphics in your marketing. Click here for a link to download. The logos and social media-formatted badges are free for you to download and include in your own camapigns and promotions.
A special thanks to designer Jenny Diaz, for her contribution over the past four years. We love the look and vibe of the branding you’ve created, Jenny!
As a special branding bonus for 2019, We are so thrilled to share this beautiful red-white-and-blue illustrated floral print that we commissioned from Seattle-based artist Josephine Rice.
We’re so excited to announce that American Flowers Week now has a comprehensive Events Calendar – AND – an easy way for you to add your event to it. Click here to add your event or select the form from the Event>dropdown>Add Your Event in the menu above.
The goal: To share as many American Flowers Week floral events on the calendar, coast-to-coast. Emphasis is placed on all June and July Events!
Why is this important? We’ll be sharing the events calendar with the media, with our subscribers and on social media. We want flower lovers all across the U.S. to learn about you and your blooms. They want new opportunities to attend workshops, pop-ups, meet-ups, parties and public floral events.
Adding your event is FREE.We reserve the right to edit for length or decline if the event isn’t relevant to American Flowers Week.
We’ve included lots of categories to help you organize (and help users find) specific types of events. They include:
Floral Design Workshop
Flower Farming Event
Get those dates listed and we’ll help you promote them!
Designed for creative professionals, thought leaders and the progressive floral marketplace | July 1-2, 2019
SEATTLE, WA (February 11, 2018) – Slowflowers.com, the comprehensive online resource that connects consumers with local, seasonal and sustainable flowers, announced details of the third annual SLOW FLOWERS SUMMIT, expanded to two days, set for July 1- 2, 2019, coinciding with the fifth American Flowers Week campaign.
“The SLOW FLOWERS SUMMIT is tailored to meet the interests of the progressive floral community, including designers, growers, farmer-florists, wholesalers, retailers and flower lovers,” says Debra Prinzing, producer of the Summit and founder of the Slow Flowers Movement.
“As an inclusive gathering for creative floral professionals, the SUMMIT reflects the mission of Slow Flowers:
To change the flower sourcing practices of consumers and professionals through outreach and education that highlights the benefits of local, seasonal and domestic floral agriculture.
The SUMMIT will be held at two venues: On July 1, attendees will convene at the PAIKKA Event Space on the Vandalia Tower property in St. Paul, Minn. On July 2, the conference will move to the innovative Twin Cities Flower Exchange, located at The Good Acre in Falcon Heights, Minn.
Prinzing developed the SUMMIT as an alternative to conventional floral conferences and as an interactive “live” component to the virtual American Flowers Week campaign (June 28-July 4). AFW devotes a week of activity via regional events and social media platforms to promote domestic flowers, raise consumer awareness and unite America’s flower farmers with the U.S. floral industry.
Terri McEnaney, president of St. Paul-based Bailey Nurseries Inc., will keynote the SUMMIT with “Branding Your Green Platform,” and share the successful marketing lessons of the Endless Summer Hydrangea, among other popular plant introductions.
Los Angeles-based floral artist Whit McClure of Whit Hazen Studio, will give the capstone presentation on “Floral Activism,” inspiring attendees to use their art and entrepreneurial ventures for public good.
Other SUMMIT speakers include:
Louesa Roebuck, author of Foraged Flora, and Carly Jenkins of Killing Frost Farm will present “The Art & Ethics of Foraging,” sharingtheir advice and experience about designing with an eye for wild-gathered material. Following the presentation, Christine Hoffman of Twin Cities Flower Exchange will demonstrate a large-scale “botanical tapestry” in the Paikka Courtyard.
Kalisa Jenne-Fraser and Missy Palacol of Kalyx Group and Niesha Blancas of Fetching Social Media will present “Authentic and Visual Storytelling for Social Media,” including a fast-track primer to help attendees align visual content that reflects brand and personal story.
Tickets to the two-day event are $425, including refreshments/meals and a July 1st cocktail reception with the speakers. Slow Flowers members receive discounted pricing of $375. Pre-Registration is available at slowflowerssummit.com.
BONUS Events: On Sunday, June 30, 2019, Summit registrants will enjoy free, self-guided tours at two Minnesota flower farms, including Blue Sky Flower Farm in Lakeville, Minn., and Green Earth Growers in Prior Lake, Minn. On Sunday evening, guests will be welcome to a Slow Flowers Dinner on the Farm, produced by Dinner on the Farm. Dinner tickets are sold separately at $100 per person. Order tickets here.
About the organizer:
Debra Prinzing is a Seattle-based writer, speaker and leading advocate for American Grown Flowers. Through her many Slow Flowers-branded projects, she has convened a national conversation that stimulates consumers and professionals alike to make conscious choices about their floral purchases.
Debra is the producer of SlowFlowers.com, the online directory to American grown farms, florists, shops and studios who supply domestic and local flowers.
Each Wednesday, approximately 2,500 listeners tune into Debra’s “Slow Flowers Podcast,” available for free downloads at her web site, debraprinzing.com, or on iTunes and via other podcast services. She is the author of 10 books, including Slow Flowers and The 50 Mile Bouquet.
For the fourth consecutive year, Slow Flowers will commission designer-flower farmer creative teams to transform popular, American-grown flowers and foliages into Couture Fashion Looks for American Flowers Week!
We’ve been working behind-the-scenes with a fabulous group of Slow FlowersMembers around the U.S. to envision the “collection” for 2019.
A few of the looks have already been produced and photographed; a few more photo sessions are on the calendar later this fall; and in warmer climates like Florida and California, looks will be designed and photographed over the winter months into early spring.
You’ll be the first to see the entire AFW 2019 Botanical Fashion Collection — we promise!
Being featured in Florists’ Review is one bonus for our participants and a wonderful change to promote local and seasonal botanicals AND your growing & design talents!
The series will first appear in the June 2019 issue of Florists’ Review, followed by many other platforms and channels. In fact, we’ll share American Flowers Week badges for you to download free and use in your own promotion and branding.
Until then, help thank, congratulate and celebrate our Designer Dream Teams:
Rayne Grace Hoke, with model and friend Mary Yarumian, on location at Johnny’s Seeds in Winslow Maine.
Rayne Grace Hoke of Florasmuse partnered with our very own sponsor, Johnny’s Selected Seeds, to create a stunning gown embellished with field-grown flowers, herbs and ornamental grains — harvested from Johnny’s famous trial gardens in Winslow, Maine.
Eileen Tongson of FarmGal Flowers, based in Orlando, is teaming up with Jana Register and the fern and foliage farmers from FernTrust in Seville to interpret a glam-greenery look.
Our very own Jenny M. Diaz, the artist and graphic designer who’s responsible for all of the American Flowers Week branding, is bringing her fashionista vibe to a botanical couture look using flowers from Dramm & Echter Farm.
Beth Syphers (left) and Bethany Little (right)
Beth Syphers of Crowley House and Bethany Little of Charles Little & Co., two farmer-florists and good friends are collaborating on a sassy 1950s-60s floral ensemble!
Heather Grit of Grand Rapids, Michigan
Heather Grit of Glamour and Grit Floral is pulling together a creative team to produce a winter wonderland look ~ so Michigan, right?! Her theme: locally-grown ferns and greens.
Laura Mewbourn (left) and Toni Reale (right, with Debra Prinzing)
Two talents who are 100% committed to locally-grown flowers are teaming up for an uniquely Southern-inspired project. Laura Mewbourn of Feast & Flora Farm, a farmer-florist, and floral designer Toni Reale of Roadside Blooms envision a botanical look that reflects and respects the history of their region.
MORE TO COME . . . It’s no surprise that we’ve had more submissions for participants (floral designers and flower farmers) who really, really, want to participate in the 2019 Floral Couture Collection. And with so many talented creatives, we’re finding it super hard to say “no,” so stay tuned for more announcements!
P.S., EVERYONE is invited to conjure their own American Flowers Week botanical couture wearable, because we hope to flood social media with #americanflowersweek goodness come June 28-July 4! Let your imagination go wild!
I’ve known Josie through the local floral community, including my floral designer friend Anne Bradfield of Floressence, for whom Josie has worked. But Josie’s real talent is illustration and printmaking. Anne gifted me a framed print by Josie, which I cherish.
And the more I followed her Instagram feed, and watched how creatively she plays with palettes, patterns and depth, I couldn’t wait to see what Josie might do with a red-white-and-blue floral theme.
Slow Flowers’ 2019 American Flowers Week artwork by Josephine Rice
Ever since I first saw Josie’s graphic, playful, polychromatic, floral-patterned illustrations, I’ve been glued to her Instagram feed.
Josephine Rice, our American Flowers Week artist, photographed recently on a trip to the Olympic Peninsula in Washington State.
I just love how her stylized flowers, buds, vines, leaves, pods and petals add up to something so visually mesmerizing and pleasing to the eye.
What she sees in a three-dimensional flower inspires her two-dimensional art. Her drawings are far from literal, but they convey the personality and attribute of each element beautifully.
Together, the hundreds of small botanical shapes that appear in Josie’s compositions are bold, engaging — and very much dimensional. I’m fascinated with her color sensibility, her use of thin and thick black lines to define each shape, the patterns created by layering cutouts of plant parts, and then . . . the final expression in a print you can frame.
That’s why I wanted to commission Josie to create our 2019 American Flowers Week branding. I’m unveiling it here, reveling in the quirky red-white-and-blue palette that is so joyous and uplifting.
Mind you, Josie’s take on red-white-and-blue is a modern twist on the conventional patriotic colors. In the botanical world, flowers themselves change color throughout a single season, so I thoroughly appreciate how our artist has reimagined traditional flag colors in a new, inventive way.
I recently met Josie for an extended face-to-face interview and I’m sharing part of our conversation to introduce you to this ingenious artist. You can download your own badges and graphics to add to your social media as you begin planning and promoting American Flowers Week in your market.
Debra: Tell us about your early relationship with art.
Josie (laughing): When I was a kid, my preschool teacher told my parents that I was gifted in art. I was drawing faces with all the facial features when I was very young — ones that are normally left out in children’s drawings.
Debra: When did you start seeing yourself as an artist or wanting to pursue art in your life?
Josie: I always wanted to paint and draw and be creative. In high school, I was determined to be a painter. I was very determined to have a “not normal” life. I did not want to sit behind a desk. I would do anything to not go down that road.
This is one of Josie’s earlier works that that inspired our 2019 American Flowers Week design.
Debra: Where did you go to school?
Josie: I went to Milwaukee Institute of Art and Design, a small art school. I started in integrated studio arts, which was mixed media-fine arts. But really rapidly, I started getting panic attacks. Basically, I hated that I had to explain everything. Every week we had multiple critiques about, “why did you do this?” and “why did you do that?” I wanted to say: “I didn’t have reasons. I just drew it.” It was like I had to have a big story, a big political statement or some deep poetic thing, and I couldn’t explain myself that way.
Debra: Isn’t that sad, that that’s what the teacher wanted from you?
Josie: Yes, and I see now how it all turned out okay, but at the same time, I was feeling like maybe I shouldn’t be doing painting. Maybe I should get a degree in something that would help me get a job.
Debra: What did you do?
Josie: I changed to interior architecture and I graduated with a BFA in 2010. I really enjoyed it. I loved model making. I just wanted to use my hands. I loved using my hands. And yet, I also found that the craft had turned into AutoCAD and I would have literally lived my life behind a computer screen doing AutoCAD and drafting — and that made me just want to die.
Debra: So how did you wrap up college?
Josie: At thesis time, I wanted to do my thesis on a tree house. I wanted to build a tree house and I proposed this whole project to my teacher, and he said: “I really don’t think you should do that. I think it’s cool, but maybe you should focus on something that’s going to help you in the real world.” It was the stupidest mistake ever. I like what I did for my thesis instead, though. I designed a hostel that was inspired by my first big trip. I went to the Galapagos Islands.
Debra: What did you do after college?
Josie: I graduated feeling really disheartened that if I could even get a job, I was going to be doing AutoCAD. The economy was down. Jobs weren’t really happening for a lot of people and honestly, I think there are only two people from my major who are working in the field. I ended up working at a restaurant that was like my family in Wisconsin.
Debra: Did you ever get back to tree houses?
Josie: I went on a West Coast tour with my sister — we stopped in Seattle and Vancouver and Oregon — all along the coast. I’d always had a fantasy about coming out this way — it was just my hippie dream. After I was back in Wisconsin, and I remember this very vividly because I had just gotten dumped, I opened my tree house book. Seriously, the page dropped open and I read this: “Come to our tree house workshop in Issaquah, Washington.” I remember thinking: “I’m going.” I had not given up on tree houses yet.
Debra: Did you go?
Josie: Yes. It was Pete Nelson’s Tree House Workshop at Tree House Point. In recent years, I think he is now focused on a television show on Animal Planet, so I got lucky because it was one of the last years he held workshops. After that, and after being around the mountains and the forest, which was amazing, I had to move to Washington. So I saved up; I had a boyfriend at the time and I told him, “I’m moving to Washington.” and he decided to come with me. We drove across the country; we had no plan and started running out of money fast.
Debra: What year was that?
Note the intricate botanical detailing in one of Josie’s compositions.
Josie: It was 2012. And at that time, I was feeling very alone in the city and I didn’t know people. I didn’t have a job and I didn’t have money to spend going out, so I sat in my apartment and started painting. I always had my art supplies, and I would doodle around with them. But during those first couple of months in Seattle, I thought, “I want to be an artist and there’s nothing for me to do other than paint.”
Debra: How did you support yourself?
Josie: I looked for a job, couldn’t find anything because I had tried everything in my power to not work at a restaurant any more. I got hired at Bed, Bath & Beyond. I remember leaving the first day and I was so pissed off. I thought, “I just graduated and the only job I can get is a minimum-wage job at Bed, Bath and Beyond.”
Debra: You poor thing.
Josie: I remember going online and searching any place where I could display my art. I got lucky to connect with a place called Venue in Seattle, which showed my art. I was new to making art and it was nothing like what I make now. But even then, I was making flowers. I always did flowers. I somehow can’t draw anything else. I just have a very specific style and I can only do it that way.
I love this image of some of Josie’s favorite flowers and the artwork they inspired.
Debra: What is your preferred medium?
Josie. Gouache. I had always liked gouache and that’s what I still work in now.
Debra: Describe gouache to me.
Josie: I would call it a thick acrylic. Basically, instead of getting those watermarks, your goal is to make a flat, saturated, solid color — and I was just drawn to that.
Debra: That matte effect you create is so compelling. I could just stare at it all day.
Josie: Thank you.
More about the process of gouache painting on top of floral shapes drawn with a black Sharpie
Debra: I actually thought you used colored paper and cut it out — but you’re painting on the paper.
Josie: At one point, I was cutting out paper. Yeah, that was actually a short period of time — another heartbreak and I had nothing to do. So I was in my apartment, cutting up solid colors of paper and I realized I had these really cool designs, but I couldn’t tape up pieces of paper to the wall. That’s not going to work. I was so concerned with, well, “how am I going to hang this on a wall?” So I started painting on paper.
Debra: It sounds like the difference between the craft and the art, you now?
Josie: Yes, I wanted to make a tangible piece of art that a person could buy. I was very concerned with “how am I going to sell this?” I don’t know why I cared who I was going to sell it to. Then, I just kind of put it on the back burner and said, “Why don’t you just let it be fun? Stop ruining the fun part of this.”
Debra: That’s really good advice for anybody, really.
Josie: There’s the level of trying to make it your living, and then also letting go a bit.
Debra: Right, and finding your voice in all of that.
Josie: Yes, and don’t think it’s all over the second you start. I have no idea what my art is going to look like in five years. I can’t wait to see.
Debra: So you started having more fun with your art, but how did you get it out into the world?
Josie: By then, I think it was 2013, I had moved to Crate & Barrel, where I was a furniture saleswoman. But I was a horrible salesperson. I was literally selling couches and didn’t even own a couch! I had an empty apartment with a futon in it.
Debra: You were the anti-salesperson.
Josie: I was just so miserable. Kickstarter had become a new thing, and I had poked around on the site. I found myself thinking, “who are these people asking for money to work on their art?” There was one in particular that I saw, who, in my opinion, was not anything very good. And this person raised a bunch of money. I was just flabbergasted and I thought, “I can do that.” So I put up a Kickstarter campaign. Somehow it actually worked and I raised the money.
Debra: Wow! What was your campaign?
Josie: I said I wanted to raise $3,000 to focus on art for a summer. To have time to work on my art and put on an art show. It was amazing. I felt so loved by the people who supported me. It really changed my mindset that people want artists; people want you to pursue your craft. It was like Christmas morning when I raised the money.
Debra: Where was your show?
Josie: It was at Venue. I rented out the place and invited people. And we had a night of my art. It was sweet.
One of Josie’s local murals, showing the beautiful connections between her large-scale and small-scale artwork.
Debra: What happened next?
Josie: I had quit Crate & Barrel, so I got hired as a waitress at a restaurant where I worked while still making my art. During this time, I started making murals. Being a mural artist has always been a fantasy of mine, but I realized there was no way I was ever going to get a mural job unless I had a portfolio of murals. So, I put out an ad on Craigslist, and offered: “I will do a mural for free for you. I will pay for the mural if you have a wall.” I got lucky and a few people wanted me to do a mural. They let me do insane rainbow stuff.
Debra: Your murals were on garage doors and sides of buildings, right?
Josie: Yes, and they were so fun. I met the nicest people who were looking in the artist section on Craigslist, willing to let me paint their building.
Debra: What came out of the mural work?
Josie: I got this idea, “I love flowers so much; why don’t I work in flowers?” That just clicked one day and because I also love travel, I thought, “if I’m going to go to a workshop, I’m going to travel at the same time.” I ended up taking a two-week workshop on The Business of Flowers at Judith Blacklock’s Flower School in Knightsbridge, London. That was three years ago and when I came back, I just cold-called everybody in Seattle looking for a floral job.
Debra: Where did you land?
Josie: I went to work for Anne Bradfield of Floressence in Seattle. It worked out wonderfully to have Anne take me under her wing. She was so patient with me. At least I knew art and I knew design and I knew what looked good and what doesn’t look good.
Debra: How did your art change because of working with flowers?
Josie: Before I even went to the London workshop, I would go to the public hours at the Seattle Wholesale Growers Market. I was drawing flowers and I needed inspiration, so I would go there and snap a bunch of pictures and buy just one bundle of something. It was so amazing. I remember being there one day and taking home Icelandic poppies, which were, to me, the most special thing I’d ever seen. I also ended up working part-time at the Market, while also working for Floressence and making art. I was getting so much inspiration at the Market. I was seeing things I’d never seen before. You don’t see those flowers on the street. I began to focus on different palettes or whatever is in season at the Market.
Debra: Where are you now with your art?
Josie: The work I am creating happens when I forget about “how am I going to sell this?” and instead focus on “I just like drawing. I just like painting on paper and making paper cutouts. I make little pieces of paper and over time I have hundreds of them. Then I layer them together. It looks beautiful and who cares if I sell it or not? Maybe all I care about is that it looks cool to share a glimmer of beauty on the Internet.
Debra: In a way, there’s a thread between the murals I saw on your web site and the prints you’re doing now.
Josie: Oh yeah. It’s all about the line. That’s what I have going for me. My line. Everything starts with the Sharpie. I love Sharpie. I start by sketching flowers with a black Sharpie, which often looks like a doodle. Then I paint the whole page. Then, my favorite part is adding tiny details of the black line and cutting out the shapes.
Josephine Rice at Surtex 2018
Debra: One of the first times I met you, you mentioned wanting to exhibit at SURTEX in New York. I looked it up: SURTEX is a big trade show for artists to sell original art and design. That’s where you exhibit your work to agents, licensors, manufacturers and retailers who are looking for art to make wall coverings, patterns, decorative accessories, bed linens, stationery, giftware, apparel and more.
Josie: Yes and I’d been thinking about going for two years. It seemed very daunting but I knew I had to do it. It was this past May and I was in the First-Timer’s Area. My mom went with me and it’s so awesome to have parents who want me to pursue my dreams.
Debra: How did SURTEX go for you?
Josie: I felt confident that yes, I have something good here. It felt good to know I have a style and somehow that style has developed. In fact, I was commissioned to make a design for a client, which will be out soon. SURTEX showed me that yes, you can sell your art to businesses. But could also be your own business.
Debra: What else did you learn about yourself by taking that huge leap?
Josie: I used to think it was really wrong to take photos of a flower and then draw it later. Then I realized that process actually goes with the way I work, because my work is flat and I’ve simplified what I’m drawing. The paper cutouts give my work a 3D look. Now I’m exploring starting my own line, maybe a line of journals.
Debra: Josie, I’m so glad you made a piece for American Flowers Week.
Slow Flowers will Commission at least FIVE Floral Couture Looks for our 2019 American Flowers Week Collection.
We’re soliciting proposals from farmer-florist creative teams for this campaign. Consideration will be made for geographic diversity, and for botanical elements not previously featured.
View our past American Flowers Week Collections here:
2016: Passionflower Events Floral Fro
2017: Four Floral Couture Looks
2017: Bonus Look from Babylon Floral
2018: Five Floral Couture Looks
All Floral Couture Looks Must be Completed and Photographed No Later than April 1, 2019 to meet Florists’ Review publishing deadlines.
Each Team’s Lead Designer and Lead Flower Farmer will receive a 1-year Premium Membership in Slow Flowers and be featured in American Flowers Week 2019 Promotional and Editorial Campaigns in lieu of financial compensation.