Research has unequivocally demonstrated that passion and determination are two critical factors that pave the way to entrepreneurial success. Liza Roeser’s life journey is one of passion, determination, and commitment to creating something beautiful in the world. From her time in the Peace Corps in Ecuador to her current role as CEO of FiftyFlowers, Liza has always strived to empower women, foster positive relationships, and create a more sustainable future.
Growing up in Texas, Liza always had a love for creating something beautiful. After discovering the Peace Corps while finishing her degree at Texas A&M, Liza spent two years in Ecuador, helping people build smarter businesses. During this time, Liza fell in love with the Ecuadorian lifestyle and the flower industry. Liza’s North American upbringing, combined with her Ecuadorian experience, gave her a unique perspective, and she soon realized that she could connect buyers in the United States with flowers from South America. Thus, the idea for FiftyFlowers was born.
With the rise of the DIY wedding trend, the floral industry has experienced a significant shift in the way couples purchase and design their wedding flowers. FiftyFlowers, founded by Liza, has become a pioneer in this industry by offering a vast online selection of farm-to-table blooms and providing education and inspiration for couples to design their own floral arrangements. FiftyFlowers is not just about selling flowers – it’s about empowering women, fostering positive relationships, and creating a more sustainable future.
Since its founding in 2001, FiftyFlowers has evolved into the ultimate DIY resource for couples planning their wedding flowers. Liza’s mission at FiftyFlowers is to make life beautiful, and the company strives to make the wedding flower process as stress-free and joyful as possible for its customers. FiftyFlowers offers a vast library of inspirations, tutorials, instructional videos, and personal Flower Consultations, educating consumers on purchasing, planning, and designing flowers within their desired aesthetic, while maximizing their financial investment.
At the heart of FiftyFlowers’ success is their commitment to creating and maintaining strong relationships with their partner farms. As Liza explained, “We believe in the importance of developing meaningful connections with our growers and understanding the culture and traditions of the communities where they operate.” This approach has allowed FiftyFlowers to create the largest network of fresh flower farms, giving customers direct access to the best online selection of ethically and sustainably sourced flowers.
To achieve this, FiftyFlowers has a corporate office based in Ecuador, which provides them with direct access to growers and farms. On a weekly basis, Liza and her team spend time walking the flower fields and building deep connections with the growers. These relationships allow FiftyFlowers to stay up-to-date with the latest trends in the floral industry and ensure that they offer their customers the best possible products.
Moreover, FiftyFlowers holds each farm to strict guidelines around sustainability and quality, ensuring that the flowers they provide are beautiful and ethically sourced. With cutting-edge technology and experienced logistics, FiftyFlowers is committed to delivering the freshest and highest-quality flowers to their customers. As Liza put it, “Our success is built on the relationships we have with our growers, and we are proud to be able to offer our customers the best possible selection of fresh flowers while also making a positive impact on the communities where our partner farms operate.”
Liza Roeser’s journey as an entrepreneur is not only marked by her impressive achievements but also by her ability to find humor and levity in even the most challenging situations. As Liza recounts, one particularly memorable moment occurred during her time in Ecuador when she was still learning to speak Spanish. During an important dinner with gracious hosts, Liza made a simple language mistake that turned the entire situation into a comedic one. Instead of thanking her hosts for the delicious “supper,” Liza inadvertently thanked them for something else entirely! Although embarrassed at the time, Liza looks back on the incident with a chuckle and fondness for the cultural lesson it taught her.
According to Liza, this experience was a reminder to always be mindful of language and cultural differences, especially when working in a global industry like the floral business. It’s an important lesson to keep in mind when building strong and meaningful relationships with growers and partners around the world. For Liza, this experience was a reminder that making mistakes is a natural part of life, and it’s important to celebrate mistakes, fall forward with gratitude, and find the life lesson in each one.
As a woman in business, Liza believes in empowering other women to pursue their dreams. Her advice to other women looking to start their own businesses or pursue leadership roles is to believe in themselves and their abilities and collect the people who are their biggest cheerleaders. Liza’s passion for empowering women extends to FiftyFlowers, where the company supports and donates to worthy causes, such as veterans, schools, and non-profits. FiftyFlowers also fulfills as many donation requests as it can each year, with a particular focus on supporting events and programs that inspire and empower women.
For Liza, travel and outdoor activities are an integral part of her life that help her to grow, learn, and thrive. Being out in nature allows Liza to connect with the world more deeply and clear her mind. As a flower enthusiast, nature provides Liza with endless inspiration and appreciation for the plethora of colors, shapes, and life cycles that spice up her mood. Flowers are eye candy for the soul, and Liza’s passion for them is evident in the work she does at FiftyFlowers.
Liza’s story is characterized by her passion, determination, and commitment to creating beauty and sustainability in the world. Throughout her time in the Peace Corps and as CEO of FiftyFlowers, she has empowered women and fostered positive relationships to achieve her vision. Through FiftyFlowers, Liza is changing the wedding industry by empowering couples to create their dream weddings and positively impact the environment and the communities they serve. All it takes is one spark to change the trajectory of a woman’s life, and Liza’s spark is lighting the way for many.
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