Florists' Review is the oldest and largest trade publication
in the floral industry and the industry’s only independent monthly
magazine for the retail/wholesale market. It is widely read in the
United States and in more than 80 countries abroad by retail
florists, wholesale suppliers, growers, manufacturers and students.
In 1897, Gilbert Leonard Grant (1859-1913) founded The
Weekly Florists' Review, as
was then titled, in Chicago. Acclaimed by a colleague as “the most
informed man on horticulture we ever met,” Mr. Grant led retail
florists through the days when flowers were stored in iceboxes,
deliveries were made by horse-drawn carriages and the all-important
Mother’s Day had yet to become a national holiday. Through Mr.
Grant’s dedication to the publishing field, ours was the first
floral magazine to use photography rather than sketches, giving
florists a true picture of what was happening in their industry.
Current president Frances Dudley bought Florists’ Review in
1987 from Allen Seidel, who also publishes American Nurseryman.
Through her direction, the company continues to provide retail and wholesale florists with valuable, in-depth information including the
latest design and retailing trends, practical marketing and customer service
advice, new products and services and a host of other topics.
Florists’ Review Enterprises comprises two office buildings in
Topeka, Kan. All services are provided at our offices with the
exception of printing.
President Frances Dudley and Publisher, Talmage McLaurin lead a team of
20 employees, many of whom
have retail florist experience. Our team, combined, represents more
than 160 years in the retail and wholesale floral industry.
Front row (from left): Ginger Strawn, telesales representative; Dawn Estes, advertising account coordinator; Cynthia McGowan, production manager; Kim Tjelmeland, circulation coordinator; and LeAnne Calderwood, account executive.
Second row (from left): Holly Cott, art director; Shelley Urban, senior editor; Regina Goodman, administrative assistant; and Kelsey Smith, editor.
Third row (from left): Shawn Cusolito, director of technology; Lisa Strydom, advertising sales director; Frances Dudley, AAF, president; and Sue Whye, account executive.
Fourth row (from left): Connie Kelsey, customer service representative; Mary Lou Clark, advertising and wholesale account executive; Matt Kelly, intern; and Talmage McLaurin, AIFD, publisher.
Back row (from left): John Collins, photographer; David Coake, editorial director; and Darin Osterhaus, director of finance/operations.
Not pictured: Aundria Ashkar, advertising account executive; Judy Bent and Lori Muller, telesales representatives.
to contact our staff.
what we do
Mission statement: Florists’ Review Enterprises’ mission is
to be the leading publisher of information that promotes the success
of floral professionals and stimulates floral consumption.
In addition to the monthly magazine, Florists’ Review Enterprises
publishes two to four books each year and has become the industry
leader in “how-to” design books. The newest addition to our design
offerings is a set of five floral image CD’s that florists can use
in their marketing materials. These books and CD’s, along with
selected others, provide retail florists with nearly 60 titles from
which to choose in our
The company also sponsors two major contests each year. The
Retail Florist of the Year Contest, cosponsored by Wholesale
Florist & Florist Supplier Association (WF&FSA), is currently in its
ninth year, and the Picture-Perfect Weddings Contest
is in its 12th year. Both contests offer the opportunity for great
prizes and special recognition in Florists’ Review.
To keep abreast of trends and other information that is important to
retail florists, our staff members travel to approximately 12 trade
shows and gift markets each year. If you see one of us at one of
these events, please stop and introduce yourself. We love to hear
from our readers!
Click here to contact Florists’ Review.