Floral Design Institute

What Floral Design Institute does

Floral Design Institute is a privately held, Oregon-based vocational school for floral design, founded in 1969 by Ruth Gifford and owned since 1988 by Leanne Kesler (Education Director) and David Kesler (Chairman). The company delivers online certification programs and in-person training at its Northwest Portland Learning Center, serving aspiring floral designers, career-changers, hobbyists, and wedding and event specialists worldwide. Core products include the Basic Floral Design Online Certification ($2,250), Advanced Floral Design Online Certification ($950), specialized Wedding Workshops ($950 each), and an introductory Fundamentals course ($250). All programs combine step-by-step video demonstrations (over 100 clips in the Basic program alone), reading materials, hands-on design projects with instructor critique, and quizzes, delivered through a proprietary online instructional technology platform that supports design submission, evaluation workflows, and essay assessments.

The business operates five revenue streams: certification program tuition, workshop fees, a recurring Flower Lovers Club annual membership (providing 20% supply discount and exclusive video content), e-commerce sales of floral design supplies (floral foam, bind wire, cold glue, fresh flower food, bridal bouquet holders, tools, vases, containers, books, and kits), and free content marketing assets (the Flower School Video Library and Slideshows) that drive top-of-funnel enrollment. The company is licensed by the Oregon Higher Education Coordinating Commission and is an AIFD Educational Partner with an Approved Educational Pathway to AIFD Certification, allowing graduates to sit for the Certified Floral Designer exam. Its brand and 'Flower School' sub-brand, with online video offerings dating back to 1998, are supported by an active social presence on Facebook, Pinterest, Instagram, TikTok, and YouTube.

The institute is described as the largest privately held floral design school in the world and has operated continuously for over 55 years. Ownership is concentrated entirely with the Kesler couple, with no external investors, subsidiaries, or institutional backing disclosed. In August 2024, Education Director Leanne Kesler received the Tommy Bright Award from the Society of American Florists, the organization's most prestigious lifetime achievement recognition for educational excellence in the floral industry.

Name

Floral Design Institute

Legal name

Floral Design Institute, Inc.

Website

https://floraldesigninstitute.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1–10 employees

Short description

Floral Design Institute is a privately held online and in-person floral design school founded in 1969 in Portland, Oregon, offering certification programs, workshops, and a supply store to aspiring and professional floral designers worldwide.

Ownership category

akta.pro rank

Product category

Floral Design Education

NAICS

Florists (45931)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Wedding Design, Decor & Floral Planning (HSACABAH)

akta.pro secondary industry

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Floral design education
• Online flower school
• Flal certification programs
• Wedding floral training
• Floral design supplies

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Certification Program Tuition: Revenue from comprehensive online certification programs including Basic Floral Design ($2,250), Advanced Floral Design ($950), and certification challenge options. Programs include registration, tuition, and instructional technology fees with no additional charges.
2. Wedding Workshop Programs: Revenue from specialized wedding floristry workshops including Wedding Boot Camp and Bouquets to Carry programs at $950 each, with step-by-step video demonstrations and instructor support.
3. Fundamentals Courses: Revenue from introductory floral design workshops at $250, designed for beginners seeking to learn basics of floral design with video demonstrations and instructor feedback.
4. Floral Design Supplies E-commerce: Revenue from online shop selling floral supplies including Standard Floral Foam, Midnight Floral Foam, Bind Wire, Cold Glue, Fresh Flower Food, Bridal Bouquet Holders, floral tools, vases, containers, design books, and kits.
5. Flower Lovers Club Membership: Annual membership offering 20% discount on all supply purchases, access to exclusive demonstrations, and full year of educational content. Provides recurring revenue and customer loyalty.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Floral Design Institute is a vocational training school that delivers online and in-person floral design certification programs, specialized wedding workshops, and introductory floral design courses, paired with an e-commerce storefront selling professional floral supplies. Its core products are the Basic Floral Design Online Certification Program ($2,250) and Advanced Floral Design Online Certification Program ($950), which qualify graduates for FDI Certified Floral Designer status and serve as an approved pathway to AIFD certification.

Product overview

Floral Design Institute offers a portfolio of online floral design education products and physical supplies. The core offerings consist of two certification programs: Basic Floral Design Online Certification Program ($2,250) and Advanced Floral Design Online Certification Program ($950), which together qualify graduates for the FDI Certified Floral Designer designation. These are supplemented by specialized wedding workshops (Online Wedding Workshop Bouquets to Carry, Online Wedding Flower Bootcamp), and the Online Fundamentals of Floral Design workshop. The company also provides free educational resources including the Flower School Video Library and Flower School Slideshows, both containing thousands of design demonstrations. The Flower Lovers Club membership provides exclusive access to five educational libraries and a 20% discount on supplies. Additionally, the company operates an e-commerce store for floral design supplies including foam, wire, adhesives, and tools. Both classroom-based learning at their Portland, OR Learning Center and distance/online learning options are available, with graduates receiving identical certifications.

Differentiator

Problem solved

Functional benefit

Brands

• Flower School: Online floral design education platform operated by Floral Design Institute, accessible via flowerschool.com and myflowerschool.com

Products and services

• Basic Floral Design Online Certification Program Comprehensive online floral design training program providing all training necessary for a professional floral design career position or to launch a floral business. Includes 31 instruction segments with 100+ video training clips, hands-on design projects, instructor critiques, essay assessments, and prepares students for Certified Floral Designer status. Fee is $2,250 (Registration $80, Tuition $550, Instructional Technology $1,620) with no additional fees.
• Advanced Floral Design Online Certification Program Advanced distance learning program providing advanced training for experienced floral designers to expand their base of studies, develop new skills, learn new techniques, and advance their career. Includes 10 instruction segments with 50+ video clips and final certification. Requires prerequisite of Basic Floral Design or 500 hours of on-the-job experience. Fee is $950 (Registration $80, Tuition $255, Instructional Technology $615).
• Online Wedding Workshop — Bouquets to Carry Hands-on online workshop focused on wedding bouquet styles and techniques for creating well-constructed designs. Includes step-by-step video demonstrations, shopping lists, quizzes, and instructor critique. Priced at $950.
• Online Wedding Flower Bootcamp Comprehensive online bootcamp teaching basics for creating complete wedding flowers including bridal bouquets, bridesmaid bouquets, corsages, boutonnieres, floral crowns, garlands, and reception flowers. Priced at $950.
• Online Fundamentals of Floral Design Entry-level floristry workshop for those seeking to learn the basics of floral design with step-by-step video demonstrations, written text, shopping lists, and quizzes. Hands-on program with instructor evaluation. Priced at $250.
• Online Wedding Workshop — Ceremony Flowers Workshop focused on mechanics, props, tools and techniques for creating large-scale ceremony installations including garden wedding, urban studio wedding, and vineyard wedding designs.
• Online Wedding Workshop — Flowers to Wear Workshop covering popular and in-style flowers, colors, designs, mechanics, techniques, tools, supplies, and presentation for flowers to wear including corsages and boutonnieres.
• Flower Lovers Club Membership Annual membership program offering access to five educational video libraries — Elements and Principles, Floral Design Styles, Design Techniques, Floral Design as Art, and Floral Design Trends — plus 20% discount on all supply purchases for one year.
• Floral Design Supplies E-commerce section offering floral design supplies including Standard Floral Foam, Midnight Floral Foam, Bind Wire, Cold Glue, Fresh Flower Food, Bridal Bouquet Holders, and other professional tools and materials. Members receive 20% discount.

Quantifiable outcome

• Students can complete Basic program in 4-6 months; fastest student completed in 5 weeks
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• GardenRosesDirect.comminorOthersPartnership for featuring garden roses in video demonstrations. Featured in Willow Armature Garden Rose Design and other tutorials. Roses sourced from Alexandra Farms.
• Florabundance.comminorOthersFlower supplier partnership featured in video demonstrations including Modern Sunshine Arrangement and Spring designs. Provides flowers for instructional content.
• DirectFloral.comminorOthersSupplier referenced in demonstrations for floral supplies including bind wire and other materials used in instructional videos.
• American Institute of Floral Designers (AIFD)coreStrategic or Co-development PartnerAIFD Educational Partner and Approved Educational Pathway to AIFD Certification and Accreditation. FDI certification qualifies graduates for AIFD's online certification testing. Leanne and David Kesler are AIFD-accredited members.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Benz School of Floral Design: One of the longest-running and most recognized professional floral design schools in the United States, offering Basic and Advanced certification programs that compete head-to-head with FDI for career-focused floral students nationwide.
• FlowerSchool New York: NYC-based floral design education platform offering in-person and online workshops, certifications, and event-focused training to a similar audience of aspiring florists and wedding designers.
• Phil Rulloda International Floral School: Well-known AIFD-accredited floral educator offering professional design courses, workshops, and certification preparation targeting career florists in a similar curriculum structure to FDI's Basic and Advanced programs.
• South Florida School of Floral Design: Vocational school offering hands-on Basic and Advanced floral design certification programs with similar in-person class structure and career-preparation focus to FDI's Learning Center.
• Hitomi Gilliam Floral Design: Internationally touring floral educator and AIFD member offering advanced workshops and design seminars that target the same career-upskilling and wedding-specialist segments as FDI's advanced offerings.

Broad incumbents

• American Institute of Floral Designers (AIFD): The U.S. industry's main professional certification body and Educational Partner program host; AIFD sets the credentialing standard that FDI's curriculum is aligned to, and offers its own educational resources, workshops, and evaluator training that overlap with FDI's audience.
• Society of American Florists (SAF): National floriculture trade association offering industry education, certifications, and events; it represents the broader professional community that FDI's graduates enter and shares overlapping educational programming.

Regional players

• McQueens Floral School: London-based floral design school attached to the McQueens event floristry brand, offering professional and wedding-focused courses that parallel FDI's curriculum for the UK and European market.

Emerging players

• Longwood Gardens: Major U.S. public garden offering hands-on floral design workshops and certificate-track programming as part of broader horticultural education; partial overlap with FDI's career and hobbyist segments.

Others

• Mayesh Wholesale Florist: Major U.S. floral wholesale distributor that publishes design inspiration content and education for professional florists, positioning it as an adjacent supplier-side educator rather than a direct certification competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/FlowerSchool
• Facebookfacebook.com/FloralDesignInstitute
• Instagraminstagram.com/floraldesigninstitute/?ref=badge
• Pinterestpinterest.com/flowerschool/_created
• TikToktiktok.com/@floraldesigninstitute
• Xx.com/FlowerSchool
• LinkedInlinkedin.com/company/floral-design-institute

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Floral Design Institute