Our story
Founded by designers who split time between studio work and production floors, Tafocus Floristry Institute exists to level-up working florists with editorial sensibility and robust business systems. We built programs we wished we had early on: concise, critique-forward, and immediately applicable.
Mission
To educate florists to design responsibly, communicate clearly, and build profitable, humane businesses—without losing the poetry of stems.
Values
- Rigor: clear standards, measurable growth.
- Sustainability: foam-free, seasonal-first, waste-aware.
- Generosity: useful critique, shared templates, open workflows.
Editorial process
Every lesson pairs a design framework with a production checklist. We train eye and hand, then debrief with business math.
How critiques workTeam
Ava Moss — Creative Director
Leads editorial frameworks and critiques. Background in sculpture informs gesture and negative space.
Jonah Reyes — Head of Production
Architects foam-free mechanics at scale. Systems thinker with a decade in event logistics.
Sofia Kline — Business Coach
Teaches pricing, proposals, and client communication. Former agency producer.
We occasionally use the playful word "tafocus" in workshop notes as a rallying cry for focus in technique sessions—just as a nod to our roots.