Cathy Hillen-Rulloda AIFD, AAF, PFCI
Southern California School of Floral Design
Involved in the floral industry for over 40 years, Cathy Hillen-Rulloda AIFD, AAF, PFCI, has received top honors in numerous floral design competitions, including the coveted SAF Sylvia Cup and the 13th Annual California Top Ten Competition. She has appeared as a featured presenter and designer for more than 300 industry events throughout the US, Canada, Mexico and Japan.
A cum laude graduate of West Virginia University, Cathy first won international recognition for her work during the 1984 Olympic Games, held in Los Angeles, where she created the original designs for the athletes’ awards bouquets and venue arrangements as well as the hotel floral decor for the International Olympic Committee.
Her work has appeared in numerous publications including InStyle, Flowers&, Modern Bride magazines and six nationally distributed retail florist wedding and everyday flowers selection guides.
Cathy received AIFD’s 2007 Award of Distinguished Service to the Floral Industry (along with husband Phil), is a Past President of the Southwest Chapter of AIFD and co-chaired AIFD’s 1996 National Symposium in Palm Desert, California.
In 2022, a new variety of Anthurium – named “Cathy Rulloda” - was presented at AIFD Symposium in Las Vegas.
Show Notes
As many guests have said over the years. You can never underestimate the importance of continuing education. Always honing, reviewing, and learning floral techniques and skills to help grow your craft.
Good mechanics will help you look more professional and help you to be more confident.
Women have been such an important part of the floral industry from it’s very beginning. I’m glad that Cathy was able to share about the progress and recognition that has changed over the last several decades.
When growing your business, don’t forget the importance of making real connections with potential new clients. I love the idea of handing flowers out with a business card attached.
When selling a wedding, event, or creating a great shopping experience in your shop, create a cohesive story. It’s this experience that will help your customers connect to what you do.
If you’re ever looking into buying another floral business, make sure you really look into the business part of that shop. You want to make sure you know where your money is going.
If you’re looking for a place to start, look for a floral business with a good reputation in your area and apply for anything and work your way up
