Top Journalists in Florists and Flower Shops
Debra Prinzing Slow Flowers Journal (in partnership with Florists’ Review)
Seattle-based writer and founder of the Slow Flowers Movement; contributing editor who created the Slow Flowers Journal section at Florists’ Review and publishes deep profiles and best‑practice features for florists. Specialties: Sustainable floristry, florist/farmer profiles, U.S. flower movement, retail flower business trends
Jill Brooke Flower Power Daily; contributor to Florists’ Review
Founder and editorial director of Flower Power Daily and columnist for Florists’ Review; award‑winning floral journalist known for connecting floristry with culture, design, and news. Specialties: Floral culture and trends, retail florist spotlights, art/design crossovers, industry advocacy
Amanda Jedlinsky Floral Management (Society of American Florists)
Senior Director of Content and Communications at the Society of American Florists; editor‑in‑chief of Floral Management and managing editor of SAF NOW. Specialties: Retail florist operations, marketing/consumer insights, industry events, policy and association news
Jules Lewis Gibson Florists’ Review
President & Creative Director of Florists’ Review who also reports features and industry news for the trade’s oldest magazine. Specialties: Florist business features, industry news packages, event coverage, creative direction
Nita Robertson, AIFD, CFD Florists’ Review
Publisher at Florists’ Review and long‑time florist; writes tutorials and business features tailored to flower shops. Specialties: Retail florist education, design how‑tos, marketing for shops, bilingual industry coverage
David Coake Florists’ Review
Veteran trade journalist and former florist; contributing editor at Florists’ Review with decades of coverage on shop operations and trends. Specialties: Retail florist best practices, historical industry perspective, editing/reporting for shop owners
Tonneli Gruetter Florists’ Review
Editorial contributor at Florists’ Review who bridges farming and retail with marketing‑forward features for flower shops. Specialties: Retail marketing, social media for florists, farm‑to‑florist stories
Ron van der Ploeg FloraCulture International (AIPH)
Editor of FloraCulture International, covering worldwide floriculture news that directly impacts retail florists and flower shops. Specialties: Global floriculture trade, supply chain, international retail trends
Rachel Wakefield FloraCulture International (AIPH)
Associate Editor and Communications Executive at FloraCulture International reporting on global developments that filter down to florists. Specialties: Features and communications across the global floral trade, shows, and market insights
Elita Vellekoop FloralDaily
Editor at FloralDaily, a widely read daily news hub for floriculture that frequently covers retail florist developments. Specialties: Daily industry news, wholesale/retail supply dynamics, shop‑relevant updates
Eugenia den Ouden FloralDaily
Editor at FloralDaily reporting daily on global floral supply, product launches and industry moves pertinent to flower shops. Specialties: International floriculture reporting, market and product news affecting florists
Adam Campbell The Produce News (Floral)
Publisher of theproducenews.com and frequent floral section contributor, covering events like Floriexpo and supermarket floral trends. Specialties: Floral trade shows, mass‑market/retail floral, profiles of floral suppliers and retailers
Craig Levitt The Produce News (Floral)
Managing Editor at The Produce News who also oversees and contributes to the publication’s floral coverage. Specialties: Editorial oversight and reporting across produce and floral, category trend coverage
Ryan Beckman The Produce News (Floral)
Senior Editor at The Produce News contributing to floral industry news and features relevant to shop buyers and operators. Specialties: Floral category news, supplier and retailer updates, industry features
Williee Armellini Flowersandcents.com
Founder and publisher of Flowersandcents.com, a long‑running online news hub reporting and opining on floral industry issues that affect florists. Specialties: Independent floral industry reporting, commentary, interviews, event recaps for the trade
Sahid Nahim The Bloom Show (New Bloom Solutions)
Host of The Bloom Show and floral industry media entrepreneur who regularly interviews retail florists and category leaders about shop‑level growth. Specialties: Video journalism/interviews with florists, retail strategy, innovation/marketing in floristry
Kit Wertz The Bloomin’ News (Original Los Angeles Flower Market)
Los Angeles–based floral writer and designer; regular feature writer for The Bloomin’ News, covering designers and shop‑focused stories tied to the LA Flower Market. Specialties: Retail florist features in Southern California, design education, LA Flower Market coverage
Margot Shaw Flower magazine
Founder and editor‑in‑chief of Flower magazine, which regularly profiles florists, floral designers and retail‑inspired entertaining and weddings. Specialties: Profiles of floral designers and florists, weddings/lifestyle tied to flowers, shop‑inspired design
Renato Cruz Sogueco, AAF, PFCI Floriology (BloomNet)
BloomNet vice president and frequent Floriology contributor who writes practical pieces on digital strategy and retail innovation for florists. Specialties: Digital marketing for flower shops, retail technology, operations education for florists
Website | Bio/Feature | Profile
Gina Thresher Floriology (BloomNet)
Floral educator and designer who contributes actionable articles for Floriology aimed at helping flower shops modernize marketing and processes. Specialties: Retail florist marketing/branding, education content for shop owners, digital tools
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