Featured Articles
It’s always fun to know a little more about the Texas State Florists' Association's amazing presenters than what their bios reveal. In this new series of feature articles, TSFA takes you beyond the bio and shares just a little bit more about each of those who will add to your layers of learning throughout the year!
Meet Joyce Mason-Monheim AAF AIFD CFD PFCI AZMF
Joyce Mason-Monheim is the featured speaker at the Texas Floral Showcase in Lubbock, Texas, on March 27. She will lead a hands-on workshop on Unlocking Elements and Principles, followed by a dinner and design presentation on Nurturing Elements and Principles.
What is your first memory of flowers?
I was fortunate to have been raised by a mother who also loved flowers and gardening. From the very beginning, I was surrounded by iris, lilacs, garden roses and peonies that she had grown. My fondest memories are times with my twin sister and little brother climbing through the orchard fence to pick the wild bluebells and dandelions. We always got in trouble, but my mom would let us put our findings in a mason jar to display on the windowsill.
What experiences led to your interest in the floral Industry?
It was basically a process of elimination. I knew the college I wanted to attend but struggled with a career choice until discovering a new program being offered, called floriculture. I said, “why not!” and proceeded to fall in love with flowers and the floral industry.
What contributed most to your design education?
A degree in floriculture got me started but it was a multitude of inspiring designers who deeply influenced my design style. Among those are Gregor Lersch and Phil Rulloda. My involvement in AIFD continues to contribute to my journey.
What has been your favorite job in the floral industry?
Starting in retail, moving to floral education and freelancing as a designer, I have traveled many avenues. An area that I truly love the most is visual merchandising and photography.
Where have you received your greatest industry support?
From suppliers, growers and manufacturers. From accredited members, as well as everyone who simply loves flowers and wants to learn more. It is these individuals who open the doors to what I love and want to do every day!
You won the Sylvia Cup in 2013. What intrigues you about the competition process?
What intrigues me the most is developing the ability to not panic, but to lean into knowledge at a moment's notice and create art that inspires.
What is your thought process that leads to a winning design?
Take one step at a time. Know the theme. Select the container or product that inspires and follow the steps that best create the design. For me, I am a line designer and that is always my starting point and my motivation.
How did your understanding of elements and principles contribute to your Sylvia Cup win?
The number one thing in competition is knowing what you'll be judged on — and elements and principles are always a major player in judging competitions. Knowing the elements and principles of design allows you the ability to always know what to do and where to begin.
How does your understanding of elements and principles contribute to your work today?
Everything we do as professional floral designers should illustrate that we are classically trained professionals. This doesn't mean you can't be abstract with your art, but truly knowing these guidelines will contribute to your development.
Experience Hands-on Learning
Attend the "Unlocking Elements and Principles" workshop to gain hands-on experience with innovative floral design techniques. During this session, Mason-Monheim will:
- Reframe the rules at the heart of floral design.
- Unlock secrets that expand understanding, increase flexibility and enhance design possibilities.
- Reinvigorate your imagination and inspire you to create innovative floral art.
Enjoy a Meal and Design Presentation With Friends
Grow your professional network over dinner as Mason-Monheim presents “Nurturing Elements and Principles.” Discover ways to:
- Interpret nature into art.
- Design with authenticity, aligning individuality and art theory.
- Unlock limitless creative expression while expanding consumer demand.