Hey there!

We are Joey and Holly! 

We want to help you become a more knowledgeable and experienced designer. Learn how to confidently sell the much sought-after garden roses with our Alexandra Farms Certified Design Program

Why This Program is for You 

Garden roses are unique from other roses, and these beautiful blooms deserve customized care. With this program, you will learn all about this flower, from the history to varieties to the right anatomical vocabulary. You’ll gain confidence in caring for garden roses and arranging with them, as well as the knowledge of how to better choose garden roses—particularly, to make a positive impact on the world through sustainable floristry.

After completing the course, you will gain access to design recipes, special sales, early notification of new varieties, and the right to advertise yourself as an Alexandra Farms Certified Designer—AFCD. We want to build a community where designers can support each other in their work with garden roses and stay up to date on the latest news from the world’s largest grower of garden roses, Alexandra Farms. 


In addition to learning all about garden roses, you will also receive these items after finishing the course:

  • AFCD Certificate of Completion *

  •  Digital AFCD certification logo for website

  • AFCD window cling *

  • Alexandra Farms apron

  • Alexandra Farms mug

  • Alexandra Farms pen

  • Alexandra Farms garden rose variety poster

  • Digital access to garden rose photos and videos

  • 96 Garden roses shipped directly to your door (48 after the completion of Chapter 5 & another 48 after completion of the full AFCD course)

    *This item is for graduates of the Professional Florist course only.

Are you a Garden Rose Enthusiast? CLICK HERE
Are you a Professional Florist? CLICK HERE

How the Course Works

You will work through twelve chapters. You can access the curriculum online in both video and text format. The videos can be revisited at any time, and the text documents are available as illustrated PDFs. 

To progress to the next chapter, you must pass the chapter test—only for the first ten chapters. You may retake tests until you pass, and we’ll provide a PDF of useful info to help you study.

All The Tools The People Behind the Program

This course is a collaboration between floral designer and educator Holly Heider Chapple and Alexandra Farms, led by President Jose R. Azout. Get to know a little about them:


Jose R. Azout (Joey) is the president of Alexandra Farms, the world’s largest fresh-cut garden rose grower. During his more than 30 years in the floral industry, he and his team have had a significant influence and impact on the world of cut flowers.

Starting out as sales manager of a small minicarn farm in Bogotá called Agricola Los Arboles, Joey went on to start Maxima Farms in Miami. After six successful years, Maxima Miami was sold to USA Floral, while Maxima Bogota was sold to Westphere investments, a Private Equity Fund out of New York. Joey then worked for Gerald Stevens, Dole Fresh Flowers, and the Delaware Valley Floral Group. At the latter Joey was president of Transflora, a traditional importer of fresh-cut flowers and Flower Transfer, a customs brokerage and handling business.

In 2005 Joey happened upon the world-famous rose shrub grower David Austin’s booth at a show in Amsterdam, where the company was launching their cut varieties. They established a partnership to trial the English garden rose varieties in Colombia. A two-hectare farm was established outside of Bogotá, and Alexandra Farms was born. 

Over the next two years, Joey worked with breeders around the world to identify and acquire other garden rose varieties to trial. More than 500 varieties were extensively tested for performance and shipping ability, and in 2008 the farm began to produce 12 varieties that excelled during testing. 

Since then Alexandra Farms has continued to grow each year, launching new varieties and phasing out others as demand and trends change. The company currently grows nearly 70 varieties with special shapes, colors and fragrances. They harvest more than 300,000 stems per week - that’s nearly 16 million stems per year!

With a focus on producing flowers with the best appearance and performance possible, Alexandra Farms has become a favorite grower of designers. The team strives to stay on top of industry trends and listen to what designers want. It’s this collaboration between grower and florist that makes Alexandra Farms successful. Their long-lasting, award-winning garden roses are available year-round through wholesalers across the world.


Once upon a time a young mother named Holly Heider Chapple founded a small wedding and event design business. The business was created as a way for Holly to be home with her children; she was a true example of a mompreneur. 28 years later, the business is thriving and has multiple divisions. Our lead designer, Holly Heider Chapple, has an endless passion and enthusiasm for all things flowers. She has become a visionary in the industry, a trendsetter, a mentor, an influencer, a developer, and an advocate for those with careers in floristry and farming. Dubbed the “Flower Mama” by her industry peers, she not only executes the most beautiful weddings and events, but also operates Hope Flower Farm, while leading a collective of designers from all over the world via Chapel Designers. All of this is possible because of her endless drive and her committed team, including the “Flower Father”, Evan.

“Our studio offers exquisite florals and event design management. We gather extraordinary components—the best blooms and the best designers—and lovingly style to create the vision, aura, and essence of your dream day.”


to build your knowledge and skills with garden roses, plus gain access to a network of support to help you grow and flourish as a florist.

Are you a Garden Rose Enthusiast? CLICK HERE
Are you a Professional Florist? CLICK HERE


AFCD Curriculum

  • Chapter 1: What Is a Garden Rose?
  • Chapter 2: Breeders and Growers
  • Chapter 3: David Austin Wedding Roses
  • Chapter 4: Wabara Roses
  • Chapter 5: The Princess Collection
  • Chapter 6: Alexandra Farms Deluxe Garden Roses
  • Chapter 7: Rose Shape and Form
  • Chapter 8: The Alexandra Farms Logo
  • Chapter 9: Sustainability
  • Chapter 10: Care and Handling
  • Chapter 11: Color and Design (no test)
  • Chapter 12: Tools on the Website (no test)
Are you a Garden Rose Enthusiast? CLICK HERE
Are you a Professional Florist? CLICK HERE

What people are saying. . . 



“The Alexandra Farms/Holly Chapple Flowers Certified Designer Program is a wonderful way to rethink what you think you know about garden roses. Alexandra Farms has gone above and beyond to offer education on the unique and special properties of these deluxe blooms, but in an approachable manner with a syllabus guaranteed to expand your rose horizons. Both teachers are engaging, creating a great environment to lock in and learn. Thank you Joey and Holly!"



“I urge all of us to take advantage of the new certification program that Alexandra Farms is doing, in relation to their Garden Roses. What an opportunity to learn more about the product we love so much!! I did chapter one last night and learned so much. I can’t wait to finish.



This certification program has taught me many ways to explain to my clients why they should be interested in expanding their budgets to include David Austin Roses. It's also taught me many rose varieties I haven't seen before, why garden roses exist, and how to incorporate them into my designs.