Thursday, March 26th + Friday, March 27th from 9am-5pm
Hosted by The Floral Reserve | Providence, Rhode Island
Method + Mindset is a two-day educational experience designed to support floral professionals as they prepare for the 2026 season.
This is not a traditional hands-on arranging workshop. Rather than surface-level inspiration, this experience breaks down the thinking, systems, and strategies behind a successful floral business. Expect concrete tools, real-world examples, and actionable lessons that translate creative vision into structure, confidence, and measurable growth.
Together, we explore profitability, art theory, psychology, and brand building in a way that is sustainable and growth-oriented.
Attendees will also have early access to the 2026 Floral Reserve Rose Show
Investment: $598
Method + Mindset is about doing the hard internal work that can easily get pushed to the wayside. The reality is simple: YOU and YOU alone are responsible for your business and its success.
What we have designed in M+M is rooted in that truth. This program was created to help shape a stronger business, develop clearer brands, and produce more confident designers.
We’re not here to compare, compete, or judge. We’re not here to recreate trends or copy formulas.
This is a space to dissolve fear and encourage clarity.
Semia Dunne
Founder of Flowers by Semia and The Floral Reserve, Semia brings over two decades of experience in luxury floral design, education, and business strategy. Her work bridges creativity and commerce, helping florists build sustainable, profitable businesses rooted in clarity and confidence.
Gilberto Freihoff
An internationally recognized floral designer and founder of Dogwood + Fir. Gilberto is known for his refined aesthetic and deep understanding of art principles as they apply to floral composition. His work challenges florists to think like designers, not decorators.
Hafsa Lewis
Founder of Hafsa & Co., Hafsa combines a background in clinical psychology with floral design to explore the emotional, cognitive, and relational impact of flowers. Her work focuses on meaning, connection, and intentional brand storytelling.
Thursday, March 26
9:00 am – 10:30 am
Art + Enterprise | Semia Dunne
10:30 - 12pm
Smarter Wholesale: The New TFR Platform
12:00 – 1:00 pm
Lunch
1:00 – 3:00 pm
The Psychology of Flowers | Hafsa Lewis
3:00 – 4:00 pm
Your Business Review - A Case Study
4:00 – 5:00 pm - Happy Hour
Friday, March 27th
9:00 – 10:00 am
The Architecture of Composition | Gilberto Freihoff
10-11am
Demo of an Artful Composition - Gilberto
11:00 am – 12:00 pm
Photograph your Work - Hafsa
12:00 – 1:00 pm
Lunch
1:00 – 3 pm
Using Social Media as a Part of Your Brand Strategy in 2026 | Hafsa Lewis
3 – 5:00 pm
TFR Rose Show 2026 - Early Access!!!!!
Gilberto Freihoff | The Architecture of Composition
Every floral designer is an artist, whether formally trained or not. This session introduces core art principles and formal design theory as they relate to floral work. Participants will explore how composition communicates intention, how to articulate design choices to clients, and how to translate this language across social media, websites, and branding. We are the architects of our own design stories.
Semia Dunne | Art + Enterprise
A deep dive into pricing, profitability, and systems that support long-term success. This session connects creative vision with financial sustainability and introduces the new TFR platform as a business tool.
Hafsa Lewis | The Psychology of Flowers
An exploration of how flowers influence emotion, perception, and connection. This session helps florists understand the deeper impact of their work and how to weave meaning, intention, and psychology into brand storytelling and client experiences. Hafsa also reveals an exciting new venture this year that will take her passion for “Flower Therapy” to the next level.
This art of ours is a business. This experience is designed to support both, artist and entrepreneur - whether you identify strongly with one, the other, or somewhere in between.
M+M is designed for:
The artist who wants long-term growth and sustainability.
The artist who is intimidated by math and their numbers.
The artist who is unfamiliar with fundamental art theory
The artist who seeks to understand the impact of their work.
The artist searching for a meaningful community.
The artist who seeks both personal fulfillment and professional joy.
The artist who craves accountability and clarity.
The Artist who demands MORE!
* Coffee/tea each morning
* A boxed lunch each day (Please indicate any allergies or dietary restrictions at the time of enrollment)
* Workbook
* Happy Hour Night One
* Your business review by Semia, Gilberto & Hafsa
* A dedicated WhatsApp group for all attendees for 2026
* Early access to TFR Rose Show on Friday
In 2017, renowned local floral artist and founder of SEMIA floral studio, Semia Dunne, pioneered a unique concept in Rhode Island with the launch of The Floral Reserve—an innovative wholesale flower market set in a collaborative studio environment dedicated to serving the discerning floral artist sourcing local and regional flower growers. TFR takes pride in acknowledging and celebrating the exceptional talent and passion that define our vibrant floral community. They are committed to supporting sustainably sourced and grown flowers and believe in promoting local flower farmers from among our community. In addition to our local flowers they also provide access to a variety of Dutch imports to further inspire their customers’ floral design concepts and creativity.