While I sit down to write about what this first promotional video means to me, it is realizing that you can really make a dream happen if you put your heart into it. How many hours have I spent crafting and working on Details Flowers? When I tried to think about it, the math came to about 20,000 hours. My first reaction was, “Is that all? Seems way more…” (I think it is more). I also didn’t count the time I spent sleeping… probably dreaming and planning about Details and what I had to do next. I’ve heard people say nothing great happens overnight, well now I am absolutely sure that it is absolutely true. And I am confident that Details is really great, so in retrospect, I’m glad it took awhile!
After more than a decade of creating happy weddings, we learned it takes love, hard work, long hours, successes and failures to be great. We learned. We improved. And we did it again, and again. Almost 800 times already. Every entrepreneur does this. I think what I love most about other florists is that we are all entrepreneurs at heart. Every single one of us. We are not like our brothers and sisters moving into corporate America for success, we are building it ourselves, everyday. And usually, with our hands.
Our elegant knack for making things beautiful and perfect is what we do, and what we do best. It’s who we are– almost second nature– it’s in our blood. When I finally took the leap to start my own business and be a florist, it was because deep down I knew I could do it. I could create it… and I could sell it. What I quickly realized was that there was no operational manual to this success. No instructions. So I learned– like most of us– the hard way by teaching myself, taking classes and expanding my skills. Even after all my efforts and systems created, I realized that there simply wasn’t anything that performed the way that I knew that it should in a software or excel document. For my floral business to be truly successful, I needed a more refined business process and historical record-keeper– that was FAST.
The floral design work was EASY. Second Nature, remember? But the hard part was the business of ordering, proposing and calculating. All this non-creative, back-end business operations was keeping me away from my kids– and up ALL night after days end. Really, really long hours at the office to make sure that I was going to spin a profit after wedding season ended. I now know, after hundreds of conversations with florists across the country, they all in that same cycle. I feel inspired to help them– there is a better way!! I know I was tired of missing important moments in life because I was counting stems and calculating costs. Now you don’t have to do that anymore. You can have Details.
I believe that when the Lord plants seeds in our hearts, we need to believe in the beauty of these dreams and follow through with them. It took us close to 8 years of crafting, saving, planning and hard work to bring you this version of Details, but I know it is very good. That’s not to say that it is perfect, because even I know that perfection is impossible, but it is damn near close. I also believe that God equips each of us to handle even the most difficult of challenges or undertakings. Sometimes it has to be a challenge, because if it was easy, it wouldn’t mean so much to us and to all of you.
I am inspired by every florist that I have spoken to. I know who you are, what you do, and how you do it. Most non-florists do not realize how difficult, labor intensive, or complex our business is. We are all part of a club of artisans with dirt under our fingernails, thorns in our thumbs, and pollen on our cheeks. Those are the stories we look forward to sharing with you. Being a florist is a tough job. We welcome you to join our network and tell your stories. The successes the failures, the highs, the lows– but most of all– the beautiful flowers in between with style, business savvy and a Rock Star proposal to go with it.
Details Flowers is connecting the world of flowers. You’re Invited to Join Us.
A special thank you to William Shaler for editing, filming and droning this video, our first. And to Isabella & Jessica from Pivot Business Consulting for adding some final touches. My heart belongs to Samantha, Mandy, PJ, Stevie, Dodger, Erica & Sarah for being featured in the video and to Mike for turning my ideas into magic; My life belongs to my favorite photographer husband Greg and our 3 beautiful kids, Avery, Amelia and Aiden– who make our world go round.
Fondly in Flowers,