The annual convention is a time for florists, retailers and suppliers from all over South Africa to gather to share information and with the purpose of furthering their expertise.

"As a top retailer in the cut flower industry, Interflora South Africa has a responsibility to our customers to remain on top of the latest trends and findings in floristry," says Sharon Louw, CEO of Interflora South Africa.

"Many hours go into creating the high quality products offered by our florists, and as with so many professions, you can't stay at the top of your game unless you are learning and perfecting new techniques and skills," she added.

The convention features many highlights, notably the Annual General Meeting (AGM) and specialised workshops.

"Interflora South Africa is extremely proud of the services we provide and the outstanding reputation of excellence we have developed globally as leaders in floristry and customer service. Our annual convention aims to endorse this and further our ability to provide only the best products and customer satisfaction," Louw says.

The high point for many of the delegates is the Saturday evening dance. Prize draws and opportunities to mingle with other delegates allow attendees to network and become acquainted with each other. The relationship between suppliers, retailers and florists needs to remain close and informed. The resulting efficiency and success of Interflora South Africa serves is a testament to these efforts.

Another creative highlight is the exhibition at the convention of a number of spectacular arrangements. The items on display feature the latest products and also allow for the revision and perfection of existing products and long-standing favourites.

Interflora South Africa is an online flower and gift service, providing professional flower arrangement and delivery services to South Africa and the world.