Episode 29: Voices of Prominent AIFD Members: Why AIFD?
What would happen if you asked eight of the most respected names in American floral design one question: why does AIFD matter? For this special AIFD-month episode, Vonda did exactly that. The result is a chorus of heartfelt answers — recorded messages from designers you've seen on stages, in magazines, and all over social media — each speaking directly to the florist wondering whether accreditation is worth pursuing.
The door, not the destination
Sharon McGukin, past AIFD president and Smithers-Oasis design director, pushes back on the idea that earning the initials is the goal. The letters, she says, are just the door — what's behind it is a worldwide network of prestigious designers, savvy business people, and floral artists willing to share what they know simply to build a stronger industry. Her practical advice: once you're in, pick an area of interest and volunteer, because "the learning curve goes to those who invest their time."
Renee Tucci, inducted in 2016, distills her journey into one word: yes. Say yes to the goal, then keep saying yes when people invite you in — and before you know it you're surrounded by supportive people and opportunities you never dreamed of. "AIFD has been the best decision of my life."
The test that makes you better
A theme repeated by several voices: the accreditation process itself is an education. Tim Farrell, past president and owner of Farrell's Florist in Drexel Hill, Pennsylvania, says studying the elements and principles inside and out for the evaluation made him a markedly better designer — before any of the networking benefits kicked in. Joyce Mason-Monheim, past president and floral director for Accent Decor, agrees: preparing to test taught her the fundamentals that made her the artist she is, and after induction "it was up to me to use AIFD to my advantage."
A family you can call
The educators weigh in too. Bill McKinley, director of the Benz School of Floral Design at Texas A&M, describes AIFD as a community that "will become your floral family" — people you can count on for design projects, shows, or just a hope-you're-doing-well email. Dr. Jim DelPrince of Mississippi State challenges new members to join committees and build the organization rather than polishing their own reputations: "If you do hard work, the good things will come to you — and the organization needs you."
The most moving story belongs to Hitomi Gilliam, recipient of AIFD's rare Design Influence Award. As a shy, self-taught florist in a small Canadian town, she found the local flower community territorial and closed — inclusion depended on who you knew and how big your shop was. AIFD gave her a different path: a standard of excellence she could earn through work. Inducted in 1986, she found friendships that no longer depended on connections but on professional belonging — friends she may see only once a year at symposium who are "closer friends than my neighbors next door."
Chris Norwood of Tipton Hurst adds two benefits owners often overlook: AIFD keeps you on top of design trends from Europe to Asia, and it reveals career paths beyond the shop — product development, showrooms, displays. "I can't imagine where I would be had I not become a member."
Key takeaways
- AIFD is family — the bond between members outlasts any single symposium or project.
- Sharing with like-minded professionals at that level is priceless; you're as successful as the people you surround yourself with.
- The testing process itself builds mastery of fundamentals — you become a better designer just by preparing.
- Membership opens career doors beyond the design table: education, product development, publishing, and more.
- The rewards go to those who volunteer and get involved — it's more blessed to give than to receive.
Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist