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What is your first memory of flowers?

I grew up in Apopka, Florida, where my family ran flower greenhouses, so flowers have always been a part of my life. My earliest memory goes back to when I was just five years old, helping my mom in her beautiful greenhouse filled with African violets. We’d spend hours propagating and watering them, getting them ready for the local farmers’ market.

From age five to 13, I spent every weekend selling flowers alongside my parents — it was my version of a "lemonade stand," and it sparked my love for business, people and human connection. I’ve been “peddling my wares”, as they sometimes say, for as long as I can remember, and those early experiences planted the seeds (literally!) for my lifelong passion for flowers and entrepreneurship.

What experiences led to your interest in the floral industry?

As the director of awards for Panhellenic at the University of Florida, I was always drawn to the beautiful floral arrangements at all our events. Whether it was for a high-profile VIP guest speaker or a formal ceremony, the flowers at these events stood out to me. They elevated the experience and made everything feel more special. I always noticed that.

I realized that if I wanted to be part of high-end, beautifully crafted events, flowers were a natural starting point. That curiosity led me to a job selling flowers for a local retail florist — and from there, I was hooked! I fell in love with the creativity, the fast-paced nature of the industry and the way flowers bring people together for life’s biggest moments. The rest is history!

Who was most influential during your early days in the industry?

My best friend, Sherri Meyers, played a huge role in shaping my career. We met at a bridal show when she was a local cake baker, and she showed me how to sell flowers for high-end, luxury weddings from her cakery. Her mentorship gave me the confidence to dream big and fully dive into my passion.

We became more than just close friends — we became business allies. When I opened my flower shop across the street from her bakery, we built a one-stop wedding destination. With my flowers, her cakes and my husband's photography, we were an unstoppable team, serving hundreds of brides on Florida’s east coast. That experience of working so closely with florists and wedding professionals eventually led me to build a software platform designed to support and streamline the floral industry and business for creatives.

What did your education provide that relates to your accomplishments today?

Having the opportunity to work with incredible professors was a huge advantage when I was first starting out. I also had the chance to work with the UCF Business Incubator, which opened up opportunities all over Florida. Winning the Rollins College Venture Pitch was another game-changer — it helped set the foundation for our long-term success.

Over the last 10 years, we’ve worked with several universities, including Stetson and the University of Florida, to mentor students and offer insights into the business side of the floral industry. We also collaborate with high schools, helping students gain hands-on experience with our software.

Beyond that, I serve on the board of Stetson University’s Business School and Seed Your Future, both of which allow me to advocate for the next generation of florists and entrepreneurs. Education is a huge passion of mine, which is why we also launched Details University, a free masterclass series where we teach florists about business strategies, industry trends and best practices from leading experts. It’s all about giving back and helping florists thrive!

What has been your favorite job in the floral industry?

Without a doubt, being the CEO of Details has been my favorite role. It allows me to channel my love for process, innovation and education in a way that truly fulfills me.

One of the best parts of my job is traveling and connecting with florists who "get it" —ones who appreciate the passion and effort we’ve poured into every detail of our software. Seeing their excitement when they realize how much easier their business can run is the most rewarding feeling.

At the end of the day, I love knowing we’re making a tangible impact. We’re helping florists save time, increase profitability and focus on what they love — designing beautiful flowers. That’s what makes this job so special to me.

How are you making a difference in retail floristry today?

I’m making a difference in retail floristry by helping thousands of florists each year build stronger, more profitable businesses. But it’s more than just numbers — it’s about the ripple effect.

When a florist succeeds, it impacts their team, their families, their clients and their suppliers. Every wedding, event or daily arrangement they create spreads joy. Knowing we play a small part in that is incredibly fulfilling

With Details, we’re giving florists the tools to work smarter, not harder. I love seeing those "aha" moments when they realize how much time they can save and how much smoother their business can run. It’s not just about software — it’s about building a community, sharing knowledge and inspiring florists to dream bigger.

Whether it’s through workshops, speaking engagements or one-on-one conversations, I love connecting with florists who are passionate about their craft and helping them take their business to the next level. Watching them thrive is hands-down the best part of what I do.

What role do you see yourself playing in the future of our industry?

I’ve spent my career learning every aspect of this industry — the people, the processes and the challenges we all face. Over the years, I’ve built strong relationships and gained a deep appreciation for what makes the floral world tick.

As a natural problem solver, I see my role in the future as someone who continues to push the industry forward — creating smarter, more efficient solutions that make life easier for florists, wholesalers and growers. I want to help elevate and honor the hard work that goes into floral design — not just the artistry, but the behind-the-scenes operations that keep everything running smoothly.

At the end of the day, if I can play even a small part in shaping the future of floristry —whether through innovation, education, or advocacy — that would be incredibly fulfilling. My goal is to ensure that florists and everyone in the supply chain feel supported, valued and empowered to keep doing what they love: bringing beauty into the world through flowers.

Beyond the Bio: Who I Am at Heart

At my core, I’m a problem solver, a creative thinker and someone who loves bringing people together. While flowers and business are a huge part of my life, I’m also deeply passionate about mentorship, travel and building meaningful connections.

I thrive on big ideas and the challenge of turning them into reality. Whether it's launching a new feature in Details, helping a florist navigate a business challenge or brainstorming the future of our industry, I love seeing potential and making things happen.

When I’m not working, you’ll probably find me traveling or sunbathing, discovering charming boutique hotels or seeking out the best local coffee spots or day spas. I love exploring new places, meeting inspiring people and finding beauty in the small details — whether in a flower market, a historic city or a well-designed space.

But at the end of the day, what fuels me most is community. I believe that when people come together with a shared purpose — whether in business, creativity or education — incredible things happen. That’s why I’m always looking for ways to give back, whether through mentoring students, hosting workshops or simply being a resource for florists who are looking to grow.

I’m very grateful for this journey and excited for what’s ahead. The floral industry is evolving, and I’m honored to be part of shaping its future — one florist, one idea and one beautifully crafted detail at a time. 🙂