Best-In-Class Service

Making sympathy purchases more convenient for the community you serve

PreferredFlorist.com, located in Kerrville, Texas, was founded with the belief that each situation that is faced by funeral service providers and their preferred florists is unique. With that being said, the team at PreferredFlorist.com not only consists of funeral industry professionals, but also individuals who have grown up in the business. PreferredFlorist.com is really a family affair.

Founded by Layng and Karen Guerriero, PreferredFlorist.com strives to make sympathy purchases more convenient for the community you serve to express their condolences over the loss of a loved one. Moreover, sympathy flowers are our specialty. Through the unique and proprietary Internet-based portal PreferredFlorist.com makes it easy for customers to easily choose and send sympathy flowers.

Our Mission

PreferredFlorist.com is dedicated to providing best-in-class service to funeral service providers, partner florists and grieving family and friends through a unique sympathy expressions network. Through new technology and a custom business model, clients are able to shop and select from an array of sympathy-specific flowers and plants. This instills trust and confidence and allows funeral service providers to benefit from existing floral relationships and an Internet-based ordering portal that blends seamlessly with their existing business.

Our Team

There is no denying that the world of funeral service is a unique industry, steeped in tradition and worthy of respect and memorial. While many times, change is adopted slowly, the PreferredFlorist.com team has the expertise and understanding which provides for a smooth and comforting transition to new ideas. We are ready to be your partner in providing a valuable service that recognizes and memorializes the passing of loved ones and helps the families and friends who are left behind.

Layng Guerriero

As the CEO of PreferredFlorist.com, Layng has over 18 years’ experience working in the funeral services industry assisting both independent and corporate funeral service providers. With a career that includes time spent with a funeral insurance company and two national funeral software entities, Layng most recently served as the Marketing Director at Service Corporation International which owns more than 2,100 funeral homes and cemeteries in North America. He prides himself on his ability to provide new technological strategy and expertise to any funeral service organization looking to improve upon processes while connecting with their clients on a higher and more personalized level.

Karen Guerriero

Serving as Creative Director and is responsible for our brand management. Karen grew up as a 5th generation family member involved in a family-owned and operated funeral business. She brings unique branding insight and understands the needs of the funeral home clients and the families they serve.

Kelly L. Brinley

Kelly serves as the Director of Operations. Kelly’s organizational skills and administrative experience finds her well equipped to join the Preferred Florist Team. Kelly manages our floral partnership relationships and is responsible for the payment processing and customer service.

Josey Lucero

Josey is in charge of our Customer Support. Josey’s people skills and positive attitude helps make our offline ordering support seamless and a more pleasant experience for people who often are dealing with the loss of a friend or family member. Josey also helps us with market research and florist support.

Landry Arthur

Landry is our newest team member. Landry handles Business Development. He’s been an amazing addition to our family and has already made an impact on our network growth.  Landry has a keen understanding of the e-commerce challenges funeral homes are facing today and is a great guy to work with.

Stacey Townsend

Stacey is in charge of our Technology Development. Stacey has been with us since our first store build in 2011.  Stacey is an incredibly talented graphic designer with a team of coding experts behind her to make it all work smoothly.

Patti Grossman

Patti spent most of her childhood working for her father’s mortuary business in Arizona. After college, she created a career for herself at the largest funeral home corporation in the world. It was here that she spent the last 25 years managing every business facet and departmental process for her employer; she brings that wealth of knowledge to PreferredFlorist.com. Patti loves helping funeral professionals and as one of our owners, she is committed to bringing her combined knowledge of sales and operations to our team.

PreferredFlorist.com Promotes Good Stewardship

We believe that it is always necessary to give back. PreferredFlorist.com is a proud supporter of The Nature Conservancy’s Plant a Million Trees Program. With every sympathy floral or plant arrangement that is purchased from PreferredFlorist.com, our group will promote environmental stewardship and arrange to have a tree planted in the Atlantic Brazilian Rainforest. Learn more about PreferredFlorist.com’s dedication to this large-scale effort to protect our environment and promote responsible conservation by clicking here.


For more information on how PreferredFlorist.com can help your business, call 800-707-7361 or fill out our online contact form today.