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What is EMC?


EMC - short for ‘EUROPEAN MASTER CERTIFICATION’. European Master Certification (EMC) is an educational platform that exposes designers to the Infinite Creative Effect (ICE) taught by a driven, engaged and passionate team. Designers are introduced to new design styles, shapes, color combinations, techniques, materials, and creative ways of using those materials.

The EMC program shows its students how to look at flowers closely by discovering the differences in their personalities, emotions, and possibilities, thus learning to use them to the fullest variety of ways. EMC will create a culture of engagement for floral creatives in pursuit of enhancing their potential. EMC also builds a community stimulated by the same growth and ambition with the global floral industry.




We ultimately believe that each of us, as designers, are constantly seeking and yearning for a continual flow of creative ideas, ambition, and inspiration. This only comes from implementing the knowledge that we are taught and taking it to the "knowing" stage. Once this has been accomplished, we allow ourselves to be changed, or open toward becoming a "conscious creative"; one that does not seeking out the next trendy "trick or tip" while discovering the infinite creative possibilities that surround us. Hence, our core program brings this to fruition for European Master Certification graduates.

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"This program has taught me a great deal about the fundamentals of European design, by introducing me to a whole new fresh approach to design. You learn the reasons why you create your arrangement and how to explain and articulate it to others."

2011 Graduate

"EMC has been an incredible journey for me and it’s one that continues to challenge and inspire me. It’s an exciting adventure and a discovery in a world of flowers around the globe. The knowledge I have gained during the program has created a pathway to so much more. EMC has created a platform to learn more about and develop European design. Today, I exercise what I have learned through many EMC+ programs, workshops and the connections I have made with so many like-minded designers. Not only I have honed and improved my skills, but I have also met so many incredible designers from so many far away places, which have lead to new and fond friendships, fabulous work ventures and fun experiences."

Ania Norwood AIFD EMC
2014 Graduate

"The European Master’s Program has been responsible for changing every aspect of how I relate to the floral industry. The theory and practical applications I learned during the program has elevated my floral design beyond what I though was imaginable. How I now see a single flower stem from how it grows in nature to how each part of the flower can be transformed in a floral design is due entirely to what I have learned from this program. The European Master’s Program has been the beginning of my floral journey which has opened me up to seeing what wonderful things lay ahead in the amazing design world of floral art!"

Julia Marie P Schmitt AIFD CFD EMC ICPF
2014 Graduate

"Floral design is a unique profession to take on in the States, and not viewed as prestigious as in other areas of the word. This is the profession that has chosen me and I embrace it with all of my being. Constantly looking to study practice and learn every day, I happened upon EMC. Earning other accreditations, I can say truthfully this has been the hardest and most demanding curriculum I have studied. Skill, understanding and continual growth are expected. It pushes you. I know that my appreciation for European style has become an everyday thought throughout my designs and made me a better artist."

Jenny Thomasson AIFD CFD EMC PFCI
2016 Graduate

"Being passionate about continued education means my desire for new knowledge is ever growing. After viewing work by EMC graduates, I was intrigued by this unique style of floral creation. I wanted to understand the what, why and how, so that I could incorporate this advanced style into my own skills. The EMC program has opened my eyes to a whole new way of approaching floral design. Attention to detail, creativity, product knowledge and support from EMC peers are key components of the EMC experience. Hitomi ,Tomas, and all the instructors enthusiastically share their vast knowledge. The program is not an easy one; focus, study and dedication are required to graduate with the EMC title. The effort invested in the program has taught me to reach beyond comfort levels challenging myself to elevate skills in ways I never thought possible. It is a blessing to be part of the EMC family, I am honored to be part of a group of designers who share in one another's love of the creation of floral art world wide."

Rebecca Raymond EMC
2018 Graduate

"One of the most important things to me that allows you to grow as a designer is education. EMC teaches you to think and approach your design a little differently. It gives you an understanding of floral design as art and teaches you how to use flowers as an expression. You are given the opportunity to submerge yourself in creativity. You are also surrounded by like-minded, passionate designers. EMC challenges you and is very rewarding."

Gina Thresher AIFD EMC
2018 Graduate

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For more information:

Teresa Schafer, Alexandra Farms
[email protected]

Julia Marie Schmitt, EMC
[email protected]

Alexandra Farms hosts Educational Partner EMC at Garden Rose Farm in Bogotá, Colombia

Alexandra Farms hosted their international educational partner European Master Certification (EMC) for a week-long session in Bogotá, Colombia from March 25-30. Eleven members of EMC’s Core Educational Team, coming from different countries and backgrounds, all speaking the language of EMC nomenclature, Elements and Principles, eagerly took in the beauty of the farm, the vibrancy of Bogotá, and the history of rose growing in Colombia. The EMC Core Team consists of designers from Romania, Belgium, Switzerland and the United States who are event and wedding designers, freelancers and retail flower shop owners.

“The idea to organize our EMC team building with our partner is a testimony to the power of collaboration,” explains Tomas De Bruyne, the founder, CEO and a shareholder of EMC International bvba. “We, as well as Alexandra Farms, believe in the importance of bringing industry players closer together as we both share the same mission and values.”

“We are proud to work with the EMC group and support their mission to provide the highest level of education,” said Alexandra Farms’ founder and president Jose (Joey) R. Azout. “It was truly our honor to share our farm and our garden roses with them, and to work together with them this week.”

On the first day of the trip, Azout and his team at Alexandra Farms treated the EMC group to a tour of the grower’s greenhouses. The first stop was the new variety block where unreleased varieties are grown and tested for possible future release to the commercial market. Azout encouraged each team member to pick their favorite test variety, and then the group discussed the qualities they liked about each rose. 

The guests spent the next couple of hours touring other greenhouses, including the block where the David Austin English Garden Rose varieties are grown, and the production area, where the garden roses are packed for shipment throughout the world. “We started with just seven varieties,” explained Azout. “We were also the first to see the David Austin varieties in the Southern Hemisphere.” More than 60 different varieties are now grown at Alexandra Farms, and the EMC team was able to view them all.

The group quietly and enthusiastically soaked in the experience. “It was like there was a reverence for the rose as we walked within the greenhouses,” said Christi Lopez AIFD, EMC, shareholder and business manager of EMC International bvba.

At the end of the tour, the EMC group sat down to view dozens of varieties that the farm is testing for possible future release. “These roses are not available yet for the commercial market,” said Azout. “We want feedback. This is how we learn. We need to see what the designers feel is sellable for both events and retail.” The group and a small team from Alexandra Farms viewed varieties and spoke for hours, discussing petal count, color, texture and uniqueness of the petals within the context of design and ability to fulfill a need in the market.

The next two days were spent on team building in an open-air classroom at Alexandra Farms. Surrounded by vases full of 1,200 garden roses cultivated and cut from the farm, the international designers drew inspiration from their surroundings while implementing knowledge gained during theory and practical exercises. The garden roses were incorporated into individual designs created by the EMC team members throughout the two days.

The highlight of the trip took place on day three of the Alexandra Farms experience.  De Bruyne designed an exquisite floral structure using a fountain in the farm’s outdoor garden as the base, and the EMC team worked together to bring his design to life, using more than 500 pastel-colored roses grown at Alexandra Farms. The design was transformed into an emotional expression when 150 locally cultivated, brilliant orange and cobalt blue-colored live monarch butterflies where released onto the design. Workers from the farm gathered alongside the designers to witness the moment, which captivated the entire group.

“When I designed the fountain, I wanted the designers, growers and even those in the production process who came to watch us build this design to experience the garden roses and to really discover their potential,” said De Bruyne. “Thanks to Joey for adding the butterflies, which gave the design a special dimension and created an unforgettable memory for all of us.”

“For one brief moment, we were one with nature,” shared EMC Project Manager Julia Marie Schmitt AIFD, EMC. “The butterflies that landed on us and on the garden roses offered us and the entire Alexandra Farms family, for one brief moment, a priceless experience seemingly out of a fairytale. Our dreams came true thanks to the hospitality and the amazing wonderland of Alexandra Farms.”

Throughout the trip, the designers shared their takeaways from the experience with each other. Seeing the EMC team work together and freely share their knowledge with each other was inspiring for the Alexandra Farms team. “Every one of us has more to learn, no matter who we are,” said Azout. “This was an invaluable experience for everyone at Alexandra Farms and I believe for the EMC team. We’re grateful to have shared this time with our partners at EMC, and we look forward to continuing to learn, work and grow with them.”

About Alexandra Farms
Alexandra Farms is the world's largest grower of fresh cut garden roses, shipping more than 300,000 stems across the globe each week. We grow 61 varieties of garden roses at our farm outside of Bogotá, Colombia, high in the Andes Mountains. Our garden roses are hand-cut, hand-graded and hand-packed by caring, rose-loving people.

About EMC
EMC is an internationally-acclaimed educational program run by the EMC Core Team of graduates led by Internati0nal Belgium Master Tomas De Bruyne.  The EMC community strives to be strong contributors and influencers to the floral industry world-wide, and they provide a solid foundation for floral designers to thrive in their creative journey

 EMC in The News


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