4 PM



Responding to the New Realities of Consumer Flower Buying






Responding to the New Realities of Consumer Flower Buying


David Boulton, AAF, PFCI, Flowers by George


Tim Farrell, AAF, AIFD, PFCI, Farrell’s Florist

Gustavo Gilchrist, Kennicott Brothers Company

Seth Goldman, Urban Stems

Holly Heider Chapple, The Chapel Designers

Debora Steier, Albertsons Companies

Following Dr. Charlie Hall’s keynote presentation, a panel of industry experts will explore the practical implications of key findings and share how they are thinking through opportunities and challenges presented by some of these shifts in behavior. Attendees will have the chance to engage more deeply with key points made during Dr. Hall’s session, through the lens of decision makers representing different industry segments.



David Boulton, AAF, PFCI (Moderator)

Boulton, the owner of Flowers By George Inc. in Arlington, Washington, grew up in the floral industry working for the family business that started in 1968. He has served in many volunteer leadership roles for SAF, including terms on the group’s Retailers Council, Floral Management Advisory Committee, Technology Task Force, Professional Floral Communicators-International Committee, and on the association’s Board of Directors.

Tim Farrell, AAF, AIFD, PFCI
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. 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. 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. In addition to his duties at Farrell’s Florist, Tim also serves as Education Team Senior Advisor and Industry Ambassador for Teleflora in Los Angeles CA.e.


Seth Goldman

Seth Goldman is the CEO of UrbanStems, an ecommerce site that partners with farms in Colombia, Ecuador and Mexico to design and ship bouquets directly to company distribution centers in Washington, D.C., and New York City. Goldman previously ran the U.S. division of HelloFresh, where he secured a $37 million incentive package from the state of New Jersey to support HelloFresh’s exponential growth, which culminated with a successful IPO in 2017. Before that, he worked at Quidsi (acquired by Amazon), where he was on the launch team of, a pet-focused e-commerce site.


Gustavo Gilchrist

Gilchrist is president of Kennicott Brothers Company, a Chicago-based floral wholesaler founded in 1881. A chemical engineer by training, he spent eight years of his career with Monsanto, an agrochemical and biotechnology company, in his native country of Colombia. In the early 2000s, he started his own business growing flowers in Mexico. In 2013, he joined Kennicott Brothers. The company currently operates in eight states and is 100 percent employee-owned, with more than 350 proud owners. He has served on the SAF Wholesalers Council, Member Joint Council and Board of Directors.




Holly Heider Chapple

Chapple founded her eponymous wedding and event floral design business nearly 30 years ago. Starting as a home-based florist, she has become an internationally recognized brand frequently featured in magazines such as Martha Stewart Weddings and Town & Country. In 2010, she launched The Chapel Designers, an international collective of event floral designers. Chapple and her husband also run Hope Flower Farm in Waterford, Virginia. In 2017, Chapple partnered with Syndicate Sales to create a collection of products bearing her name.


Debora Steier

Debora Steier entered the floral industry over 30 years ago working in many areas of the business. She has experience with traditional retail floral shop and the floral import business along with many years in the Grocery industry. Steier previously held the position of Produce Sales manager and is currently the V.P. of Floral for Albertsons Companies. She currently lives in Boise Idaho with her Husband George.