Floriology Institute | Innovative Floral Design & Business Education & Training

Jackie Lacey AAF, AIFD, CFD, PFCI

Director of Education, Floriology Now and hands-on design instructor

Jackie Lacey has over thirty-five years of experience in the retail floral market and floral education field. His portfolio includes an extensive background in the retail floral market and wedding/event design experience. Most recently he has been the lead consultant and director to provide distinctive event/wedding planning and décor for a Chicago Event Company and currently an advisor and Education Specialist for Floriology Institute, Fitz Design, Fiorology Mexico and Industry leader in market trends, current design trends, industry education and retail marketing.

Renato Cruz Sogueco AAF, PFCI

Vice President of Digital Strategy, Floriology Now instructor

Renato serves as Vice President of Digital Strategy and Education at BloomNet, a premier florist services company. His primary role is to serve florists by developing customized services and solutions focusing on search engine optimization (SEO), search engine marketing (SEM), social media, content marketing and mobile strategy to help them build web traffic and engage customers. He also serves as lead educator for new technology, digital marketing strategy and business, consumer and demographic trends at the Floriology Institute in Jacksonville, FL. Prior, he served as Chief Information Officer (CIO) for the Society of American Florists (SAF), the floral industry’s trade organization providing marketing, technology and government relations for flower growers, suppliers, wholesalers and retailers.

Sharon McGukin, AAF, AIFD, PFCI

Floriology Now and hands-on design instructor

Sharon McGukin (Mac-Goo-kin) AAF, AIFD, PFCI is internationally-known for her floral expertise and southern charm. Audiences are entertained by her informative design presentations featuring the latest floral trends and how-to techniques.

From the small-town florist to the international designer, Sharon’s flower adventures have led this energetic floral designer around the world as a presenter, trend-tracker, home décor industry consultant, speaker and blogger. She has decades of experience with flowers across the US, Canada, Europe, Latin America, and Africa. Decorating Rose Parade floats, designing flowers in the White House Flower Shop, or working with designers from around the globe – this floral fashionista has flower stories to share!

Sandy Schroeck, AIFD, CFD, PFCI

Floriology Now and hands-on design instructor

As the owner of Trend On Design, in Eden Prairie, Minn., Schroeck lives by the mantra “educate, inspire, influence” and it shows. She thrives on the energy of a crowd, and she’s passionate about introducing even seasoned floral professionals to new products, creative mechanics and design techniques to become more innovative and profitable designers.

Sandy Schroeck is an award-winning designer, trend watcher and educator with extensive experience in the floral industry.  Having gained professional retail and wholesale experience during her career, Sandy has a unique perspective for the promotion of successful floral and gift businesses. With a strong belief of excellence in design, Sandy is a member of the American Institute of Floral Design.

Alejandro Figueira Fernandes, CFD, AIFD

Floriology Now and hands-on design instructor

Alejandro Figueira Fernandes,  AIFD CFD has a 20-year history in the floral industry. President and design Instructor for Alejandro Figueira Floral Artistry, Inc. and Owner of Ornatus Events in Davie, Fl. Alejandro was inducted as an accredited member of the American Institute of Floral Designers and continues to build his floral education and credentials as a Certified Floral Designer and Certified Floral Evaluator/Judge. His current concentration as a student of the European Master Certification (EMC) program and Ikenobo Ikebana Society of South Florida continue to build his knowledge and expertise. Alejandro is an active participant in many local, state and national floral competitions where he has won or placed in the top tier of his peers.

Angelyn Tipton, AIFD

Floriology Now and hands-on design instructor

Angelyn was literally raised in her mother's flower shop. At the age of 16, she went to work for her mom as a designer/ delivery girl to have some "play" money. Angelyn was lucky enough to attend many Georgia State Florist Association (GSFA) Conventions, FTD and Teleflora National Conventions. She has continued her floral education to keep up with new floral trends. She has served as GSFA District III President for many years, GSFA State Secretary in 2006-2011 and in 2014-2016 and is a Certified Evaluator for GSFA.

Angelyn also had the privilege of being able to decorate floats at the Rose Bowl Parade working for Fiesta Floats. Some of these include, Miracle Grow, City of Torrance, and Kaiser Permanente and has been requested to return indefinitely. Angelyn is also an active member of the American Institute of Floral Design; she was elected to its Southern Board as the Education Coordinator.

Donald Yim, AIFD, PFCI

Floriology Now and hands-on design instructor

With a passion for flowers, a sense of exploration and an eye for beauty, Donald has been in floral design for over 20 years and is now the Creative Director of West Van Florist in Vancouver, Canada.

Deeply influenced by the eastern and western cultures, Donald has his unique approach to floral designs and aesthetics, which has caught a lot of attention from the industry and media.  Throughout all these years, Donald has featured in all sorts of floral shows and in many internationally-renowned magazines.

Donald's humorous and friendly way of tutoring has made him one of the popular education specialists in the field, thrilling the participants with his trendy ideas and techniques.  To share his passion further, Donald has created a YouTube channel, where he shares his floral journey, as well as many design ideas and industry knowledge to the world.