Kelsey Thompson

Kelsey Thompson, AIFD is a retail florist, marketing nerd, award winning designer, life-long learner and educator. Along with running her shop Bloom Floral + Home Studio in Algona, IA, Kelsey provides marketing content and business education through her online business, Petals and Profits. She has a passion for helping small to midsize florists streamline their systems and pursue their passions.   



Tim Farrell 

Tim Farrell AIFD, AAF, PFCI is an accomplished floral designer, known throughout the United States for his creations of beautiful floral compositions. His understanding and ability to teach the elements and principles of floral design make him a sought after presenter for garden clubs, horticultural schools, and retail florist organizations throughout the country. He opened Farrell’s Florist in Drexel Hill, PA in 1983, while attending Villanova and received a Bachelor’s Degree in Accounting 1984. He owned and operated this business for more than 40 years. He was inducted into AIFD in 2000 and served as the 2014-2015 President of the Board of Directors of the American Institute of Floral Designers ( AIFD), the premier accreditation body in floral design in the United States. Tim’s work has been showcased in the Philadelphia Flower Show as a featured designer in the gallery of AIFD, as a guest speaker for the Pennsylvania Horticultural Society, and as a judge. The American Academy of Floriculture (AAF) inducted Tim into its membership in 2001. Tim was inducted to Professional Floral Communicators International (PFCI) in 2006, and is a member of the World Flower Council. Tim’s work has appeared several times in the national publication FLOWERS&. Tim also designed and produced the stage arrangements for the 2001 Presidential Inauguration Ball in Washington, DC. And has assisted White House staff in floral décor for special events and State dinners. In 2016 Tim’s talents were put to use designing flowers for the US papal visit of Pope Francis in Washington DC and Philadelphia PA. 

In May 2009, Tim was chosen as the florist spokesperson for Teleflora to promote the benefits of hand arranged, hand delivered flowers on national television through the HSN Network. From 2006 until 2010, Tim was a member of the Oscars design team assembled by Charisma Designs, which created the floral designs for the Red Carpet and the Kodak Theater in Los Angeles, CA for the annual Academy of Motion Pictures awards show. 

In 2007, Tim was honored to represent the United States in an international design competition in Tokyo Japan and in 2016 Tim was the featured presenter at the annual meeting of the World Flower Council held in Nairobi Africa. In June 2022 Tim had the honor of designing flowers in the Sistine Chapel in Vatican City, Rome. Tim was honored as the recipient of the Award of Distinguished Service to the floral Industry by The American Institute of Floral Designers at their annual Symposium in Seattle WA in July 2017. Most recently, in July 2023 Tim was honored by being named Fellow to AIFD with the Award of Distinguished Service to the American Institute of Floral Designers, one of the highest honors in the world of floral design. In September of 2023, Tim was presented the Tommy Bright Award by SAF, the Society of American Florists, for lifetime achievement in floral presentations. Tim currently serves as Education Team Senior Advisor and Industry Ambassador for Teleflora in Los Angeles CA. helping to present and coordinate educational events for retail florists across the USA. 
 
 



Sandy Schroeck AIFD, PFCI, CFD

As the owner of Trend On Design in Eden Prairie, Minnesota, Sandy Schroeck lives by the mantra “educate, inspire, influence,” and it shows. She is passionate about introducing even seasoned floral professionals to new products, current trends, creative mechanics, and design techniques, helping them become more innovative and profitable designers. 

Sandy Schroeck is an award-winning designer, trend watcher, and international educator with a wealth of experience in the floral industry. Her unique perspective, honed through professional retail and wholesale experience, provides insight for promoting successful floral and gift businesses. She currently serves as a Design Director for Smithers-Oasis and as a Customer Education Coordinator with Len Busch Roses. 

Sandy is a distinguished member of the American Institute of Floral Design (AIFD). Her leadership of the AIFD national membership committee and symposium committees, along with her role as an AIFD-certified evaluator, are testaments to her professional standing. Recently, Sandy was honored with an AIFD Special Award of Dedication and a Hall of Fame award from FSFA. She is also certified by the Professional Floral Commentators International (PFCI) and is a past winner of the prestigious North Central AIFD Bobbi Cup. 

Sandy uses her design expertise and passion to convert consumer and color trends into floral sales, with the knowledge that continuing education and a willingness to change are the keys to success.