July 11, 2025 • 21 mins
We sit down with FiftyFlowers founder and CEO Liza Roeser to unpack how a Peace Corps posting became a multimillion‑dollar, farm‑to‑door floral brand. From $2,400 in bonds to thousands of weddings a week, Liza shares candid lessons on resilience, leadership, and joy.
• origins in Ecuador and entry into flowers
• why fifty stems balance a box
• handling perishables, logistics, and force majeure
• bootstrapping with limited funds
• fail forward mindset and team culture
• building confidence on social media
• daily routine for clarity and stamina
• mentors and media that sharpen focus
• DIY kits and shifting consumer habits
• leadership evolution and founder sabbatical
• vision vs operations and hiring a COO
• the Magic of Flowers book and mission
• expanding beyond weddings to everyday joy
If you're a female founder and would like to help other female founders with your inspiring story, we would love to hear from you.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Announcer (00:07):
This is the Female Founder Show with host and
entrepreneur Bridget Fitzpatrickexclusively on ASBN.
Bridget Fitzpatrick (00:18):
Hello everyone and welcome to the
Female Founder Show.
Today's guest is Liza Roeser,founder and CEO of Fifty
Flowers, a company that changedthe floral game by delivering
fresh flowers straight from thefarm to your doorstep.
Liza went from the Peace Corpsin Ecuador to launching a
business with just a fewthousand dollars.
And now she's running amultimillion dollar company that
(00:40):
has served over a millionevents.
She's sharp, she's driven, andfull of heart.
And I'm so excited for you tohear her entrepreneurial journey
and how she makes it allhappen.
Liza, thank you so much forjoining us on the Female Founder
Show.
Liza Roeser (00:54):
Well, thank you for having me.
Bridget Fitzpatrick (00:56):
Yes.
So I would love to hear fromyou.
Let's go back to before youstarted FiftyFlowers, what you
were doing then, and what gaveyou the idea to start the
company.
Liza Roeser (01:09):
Well, I was a Peace Corps volunteer in Ecuador, and
I fell in love with the entireculture.
And I just felt there wassomething there that was going
to keep me engaged.
And literally, I just kind ofaccepted a job working, running
an accounting department for anexport company that happened to
(01:32):
export flowers.
And that's how I gotintroduced.
I kind of I just fell intoflowers. There was no backwards methodical, like, oh I'm going to do this
(01:55):
and then this and then that. It's- I was this little girl, in a third world developing country, seeing lots of opportunity.
Bridget Fitzpatrick (01:55):
Wow.
Talk to us about um, first ofall, the name FiftyFlowers.
Where did that come from?
Liza Roeser (02:00):
So roses, when they get shipped, they're bunched in
25 stems.
So it's almost like a baker'sdozen.
And if you put 50 in a box, Imean 25 in a box, it's lopsided
because they're top heavy.
So we put 50 in the box so thatit's nice and balanced.
Nice.
Bridget Fitzpatrick (02:21):
Oh, yes.
Wow.
And that could be a metaphorfor so many things in business.
Liza Roeser (02:26):
It's a metaphor for so many things.
So many things.
Bridget Fitzpatrick (02:29):
That's really great.
I love that.
So um I would love to hear.
So when you were first startingout, obviously there's um
challenges in all areas.
And not to dwell on any, but doyou remember some of the
initial challenges that you hadum early on that you maybe
weren't prepared for?
Liza Roeser (02:51):
Oh yeah, everything.
I mean, I'm- flowers are aperishable product.
Bridget Fitzpatrick (02:56):
Yeah.
Liza Roeser (02:57):
And you're dealing with a lot of planes, trains,
automobiles, and mother nature.
And you you can't write a book.
I mean, I don't have an SOPthat says, okay, when a volcano
explodes, this is what you do.
Bridget Fitzpatrick (03:12):
Right.
Liza Roeser (03:13):
You know, when it's decided to freeze and you don't
have flowers on this continent,what do you do?
So it's not only did I have thehurdles of I didn't study
business, I didn't know what Iwas doing.
You know, I had I had thathurdle of just not having tools
in my tools box and beingisolated in a foreign country,
(03:35):
that it's, you know, when peoplesay tomorrow, it's really not
tomorrow.
Bridget Fitzpatrick (03:41):
Yeah.
Liza Roeser (03:41):
And, you know, which is also part of the
success of my my first business,which is a business to
business, is when I saidtomorrow, it really was
tomorrow.
So I think just learning torespond to the curveballs that
were thrown at me was wasdefinitely just part of you know
(04:04):
success and learning, you know,and building the business.
Bridget Fitzpatrick (04:09):
Yes.
And I'm sure, so you've been atthis a long time over two
decades.
Now two decades in, I'm surethat you're handling things,
they're probably not easier, butthe way you're handling things
are just you just handle thembetter after doing it for so
long.
Liza Roeser (04:24):
Well, I mean, uh your first child versus your
second child.
Bridget Fitzpatrick (04:27):
Exactly.
Liza Roeser (04:28):
We learn, we learn through trial and error, and I
can only hope that I'm doingbetter.
Yeah.
You know, that and I know ourcompany is doing so much better
every day because we failforward.
We do have, you know, we'rewe're all gonna fail.
In fact, I love to tell this tothe team members, yeah, let's
(04:49):
go fail and let's celebrate thatbecause it's a learning, it's
it's a learning opportunity forus.
Bridget Fitzpatrick (04:55):
So a lot of business own owners early on,
they're getting started, andsome may have a savings account,
some may go, you know, get thefamily round.
How did you get startedfinancially in the business?
Liza Roeser (05:10):
It's an interesting, this is a really
interesting, fun uh story.
Is when I was in Peace Corps,they gave me $200 uh CDs or
bonds.
And I called home and said,Hey, mom and dad, help me.
And they were opposed to meliving in Ecuador.
They would have supported if Iwould have moved back, you know,
(05:32):
they offered a house andbusiness and all funding.
And I said, no, thank you.
And I went and I thought that Ihad cashed in all $4,800, but I
only cashed in $2,400.
I found the other a coupleyears ago, and they're up on the
wall in the office.
Bridget Fitzpatrick (05:51):
I love that.
Liza Roeser (05:52):
Isn't that great?
And that's how I started.
Bridget Fitzpatrick (05:56):
Oh my gosh.
Okay.
Liza Roeser (05:57):
That's how I started.
Bridget Fitzpatrick (05:58):
Great story.
Wow, and you have that up onthe wall now.
You sure do.
Oh, very nice.
So now you have a let's switchgears a little bit.
You have a very strong presenceon social media, and I really
enjoy following you.
I think you're great on there.
A lot of business owners knowthey need to go there.
They need to be on socialmedia.
It's so important for business.
(06:19):
But so many of them, so many ofus, don't because um we're
afraid of one thing or another.
So, what would you tellfounders to do or what advice
would you give them if they'rekind of going through that right
now?
They know they need to be onsocial media, but they just
can't do that.
Liza Roeser (06:37):
Yeah, it's it's you know, it's really interesting
to me how I just jump out of aplane and then I think about
okay, do I have a parachute, youknow, on the way down?
And on social media, if I couldgive one advice, is not
everyone's gonna like you.
And you have to learn to turnthose people off and listen to
(07:01):
your biggest cheerleaders.
Yes.
Because, yeah, I'm gonna saythe wrong thing, I'm gonna show
up in the wrong way, and I don'tknow what I'm doing.
And I always look at it andthank you, first off, for saying
that I have a large socialmedia following.
I still think there are acouple zeros that are missing on
that, and that's what I focuson.
(07:22):
And I think if you know, if Igo back and I say the best
advice is is turn off thehaters.
Yeah, you know, turn off themean girls because they're gonna
be there.
And it's circle yourself andsurround yourself with your
biggest cheerleaders.
Bridget Fitzpatrick (07:37):
Yeah, that's great advice, great
advice.
And for those of you that don'tfollow Liza, it's the flower
CEO is your handle.
I think that's great too.
Yes, yes.
So I have a morning routinethat is very important to me,
and when I don't do it, I'm alittle bit off for the day.
It's because I I don't know ifI just don't feel as proud of
(07:57):
myself for getting somethingdone.
Um, but do you have a morningroutine or something that you do
throughout the day that's umthat keeps you going?
Liza Roeser (08:06):
Oh, absolutely.
I think routines, you know, weall fear growing up and being
boring and predictable like ourparents.
Bridget Fitzpatrick (08:13):
Yeah.
Liza Roeser (08:14):
However, I'm my happiest when I am.
And yes, I wake up to gratitudeand prayer, and it is a
10-minute routine.
Then I will, you know, it'sit's my three tens.
You know, 10 minutes ofgratitude and prayer, 10 minutes
of writing, and then 10 minutesof reading, and then it's an
(08:34):
hour of exercise.
And it's either, yes, I loveOrange Theory because I can get
in, get it done, or it's hotyoga, like this morning.
And it was really hard thismorning.
But it's I'm in the gym at sixo'clock every single day.
Saturdays and Sundays, SundaysI give myself a little bit of
grace.
Nice.
And I agree with Bridget, if Idon't do it, I'm cuckoo for
(08:58):
cocoa -
Bridget Fitzpatric (09:00):
Right? Yeah, I just you just they're a
little off.
So it's definitely helpful forobviously for the health
reasons, but for mental reasons,I think even more at times.
So yeah.
Liza Roeser (09:09):
You know, I had a I had a double bunionectomy in
the week of Thanksgiving.
And it was three weeks of notbeing able to put any weight on
my foot.
Oh, and or drive.
And a week later, I still wasin my yoga studio with uh
working, and it's the mentalside of it more than it is the
(09:34):
physical side.
Bridget Fitzpatrick (09:35):
Yeah, yeah.
That that yes, you did it.
You just do what you can,right, with what you have.
Yeah.
Yeah, exactly.
So also um part of my kind oflike not really morning routine,
but throughout the day, I liketo listen to things and consume
content that's positive, thathelps me um focus or motivates
me.
(09:55):
I listen to a lot of um Dr.
Joe Dispenza for spiritualreasons, and then obviously the
Tony Robbins, Mel Robbins, allof those, Brendan Burchard.
Do you have anybody or anymentors?
It could be someone that youknow or anybody that that you
are inspired by and listen to?
Liza Roeser (10:12):
Yeah, you know, they're very traditional.
You know, Mel Robbins, I I knowshe's up and coming, but her
whole theory of let them, youknow, that is just let them and
then let me.
How powerful has that been?
And I am just such a corny fanof Oprah, you know, and and
(10:32):
following her as well as- newsis something that's very
interesting to me becausethere's good news and then
there's the hyped-up news.
And I have to give a big shoutout to the two guys over at the
Morning Brew.
I adore that show.
Bridget Fitzpatrick (10:51):
They're great.
They are great, yes.
They have really inspired somany people throughout the
years.
These guys are great.
So um for those females thatare watching today and they
maybe haven't taken the leapyet, they're thinking about
starting a business.
What advice would you givethem?
Liza Roeser (11:11):
I have so much, but I can narrow it down to believe
that you can do it, dreambigger, and just go do it.
Bridget Fitzpatrick (11:22):
That's right.
Liza Roeser (11:23):
You know, the worst thing that can happen is you
can fail.
And you'll learn for next time.
Bridget Fitzpatrick (11:29):
That's right.
That's right.
Great advice.
I love that.
First, believe in yourselfbecause that is so important.
And as women and men too, but Ithink it it falls on us more
the self-doubt that we have andthe the lack of confidence.
And if you just believe you cando it, and it that's just half
the battle right there.
Liza Roeser (11:47):
It is half, I mean, if not all the battle.
Yeah, because once you youbreak through that fear, yeah,
then it's uh it's golden.
Bridget Fitzpatrick (11:57):
Yeah, for sure.
Liza Roeser (11:58):
The world's your oyster.
Yeah, it really is.
Bridget Fitzpatrick (12:01):
So let's talk about FiftyFlowers.
Can you tell the audience whatFiftyFlowers is for those that
don't know?
Yes.
Liza Roeser (12:08):
Our mission at FiftyFlowers is to help you
create beautiful memoriesthrough delivering the most
amazing fresh-cut flowers that'savailable to everyone through
ordering online, our ourwebsite.
And at the same time, we'realso supporting sustainable
(12:29):
flower farms worldwide.
Bridget Fitzpatrick (12:31):
Nice, nice.
I love your um DIY kits thatyou have on there.
Those are really cool.
And I really don't think Ithink that's the first time I've
ever seen anything like that.
Um, would you consideryourself, were you a disruptor
in the the floral industry?
Liza Roeser (12:49):
Yeah, absolutely.
In fact, I trailblaze the waywomen and men plan their wedding
today, not just in flowers.
Yeah.
However, 25 years ago when Istarted the first website,
nobody was delivering directfrom the farm to the doorstep.
And I was told by all of ouriconic, you know, just very
(13:11):
smart business owners that I wasa crazy gringa.
And gringa is a very enduredterm from South America.
Yes.
Which, you know, Bridget, Ididn't listen.
I knew that there was a futureand that this was the future.
And yeah, 100% trailblazer,disruptor.
(13:32):
I was not liked, and now I'vejust kind of made people like me
in the industry going, there'sno secret behind this.
And because we're selling DIY,we're actually creating more
consumption and beauty, sopeople will become addicted to
having flowers around.
Bridget Fitzpatrick (13:51):
Yes, yes, so important.
I love that.
Yes.
Let's uh talk about as youryour company has grown over the
what 23 years is it now?
Yes.
Well, congratulations to that.
That's huge.
Thank you.
Yes, yes.
Has how has your leadershipstyle changed with the growth of
your team?
Liza Roeser (14:09):
Oh, you know, this is one of my favorite.
I've gotten out of my team'sway.
You know when you get the rightpeople and the right C, you
just got to let them grow.
I've become very curious.
And, you know, as we werespeaking earlier, I'm on
sabbatical.
I hired a COO and he's runningthe company, Howard Sobel.
(14:32):
He's running the company.
I worked with him for six weeksand said, here are the keys to
the kingdom, and I'll be back.
Bridget Fitzpatrick (14:40):
That's great.
So I need to talk to you aboutthis for a little bit, the
sabbatical.
Do you have a time frame likehow long do you think you can,
or do you plan on doing this?
Liza Roeser (14:51):
Um, interesting enough, it was 60 days.
Okay.
And I may never go back.
Bridget Fitzpatrick (14:58):
Oh my gosh.
Oh my gosh.
Yeah, that you've created thiscompany that can now that now
allows you the freedom thatyou've probably always been
longing for.
You know, financial freedom,freedom of your time, freedom to
do what you want, what makesyou happy, which I know the
company does too, but just somuch, um, I'm sure that brings a
(15:20):
lot of peace.
Liza Roeser (15:21):
You know, it it's really an interesting journey.
And I think as founders, wefear, you know, fear enters the
room and it it will start this,it'll spiral control.
And I'm owning it, you know,through the years.
However, getting very specificabout hiring the right people
(15:45):
that are, you know, not only dothey have the knowledge and have
they done it before, they fityour culture and they understand
the long term.
That's that's where the successhas been.
And I do just want to take astep back because, you know, of
my 65 employees, any of them belike, you're never coming back.
(16:07):
No, I'm just not coming back inthe role that I was in.
Bridget Fitzpatrick (16:13):
Yeah.
Liza Roeser (16:13):
You know, I'm a visionary, I am not an operator.
And understanding thedifference between those two
roles has been one of the mostpowerful just gifts that I can
give not only myself, but myteam.
Bridget Fitzpatrick (16:30):
Yeah.
Fantastic, fantastic.
Um, and if you don't mind measking, or have you bootstrapped
the whole the whole time?
Liza Roeser (16:37):
Yes.
100%.
Well, I love to say it's a lotof blood, sweat, tears, and
wine.
Bridget Fitzpatrick (16:44):
There you go.
For sure.
I love it.
I love it.
Okay, so with all of this, umcongratulations on your amazing
success and the just how yourcompany's been thriving over the
years.
Where do you see yourself andFiftyFlowers in the next five to
(17:05):
10 years?
Liza Roeser (17:07):
Well, myself, I am currently in the process of
writing a book.
And it's a book to help whenyou look at a flower arrangement
and you go to send flowers, andyou're like, golly jeepers,
that is so expensive.
Bridget Fitzpatrick (17:22):
Yeah.
Liza Roeser (17:23):
I'm gonna help you understand why the cost is
there.
And secondly, all of the magicthat took place to get those
flowers delivered to the door,you know, delivered to a friend,
delivered to your spouse,delivered to, you know, any
emotional moment that we needhelp expressing our, you know,
(17:46):
our true feelings.
And the name of the book is,"The Magic of Flowers." And it's
gonna highlight all of themagicians that, you know, from
the laboratory where we're we'regenetically modifying each and
every one of these plants towhere they will produce a flower
that is, you know, it's gonnahit the exactly of what
(18:10):
consumers are wanting to, youknow, the post-harvest, to how
we plant them, to how we shipthem.
I'm really excited to tell thisstory in a book.
And it's gonna be a beautifulbook.
Bridget Fitzpatrick (18:22):
That's great.
That's gonna be such a great, Ican see it already like as a
gift for uh someone that justgot engaged or for a bridal
shower.
Just you know, flowers are sosuch a big part of our lives on
so many occasions that we don'tthink about where they come
from.
And I learned a lot just bydoing the research before this
interview and going onto yourwebsite, how much is involved.
(18:44):
I think that's gonna be afantastic book, and I can't wait
to read it.
Liza Roeser (18:46):
So I can't wait to.
I will I will send you one.
In fact, it I I I've heardApril 1st from the publisher
will be when it comes out.
There's a lot of work that goesinto this, and we're deep in it
right now.
Oh, yeah.
So I'm very excited about that.
Now, if I want to seeFiftyFlowers, you know, my BHAG
is I want everybody in theUnited States to have flowers
(19:12):
from FiftyFlowers pass throughtheir dinner table at one point.
That's my BHAG.
And, you know...
Bridget Fitzpatrick (19:20):
I can see it.
It's gonna happen.
It's gonna happen.
Liza Roeser (19:24):
It's not just, you know, we've really cornerstoned
into weddings, and we have, youknow, we do 4,000 weddings a
week.
So we're delivering flowersacross the United States.
We're gonna hit 4,000 this thisthis season.
That's so great.
And there's more flowers areused for more than just
weddings.
Bridget Fitzpatrick (19:41):
Yes, I buy them every time I have company
coming over, or you know, andthat's yeah twice, three times a
month.
So I mean, so much, so much.
So yeah.
So much.
Liza Roeser (19:52):
Flowers bring so much joy.
Yeah, and they help you justdecorate life.
Bridget Fitzpatrick (19:57):
And people always comment on them.
People are always they alwayscomment on them.
They might not comment on youknow the dishes that we're using
for dinner, but they'll say,Oh, these flowers are so
beautiful or they smell so good,or you know, it's just a
conversation starter and justmakes so much beauty around you.
Liza Roeser (20:13):
So it really does.
I like to call it eye candy.
Bridget Fitzpatrick (20:16):
Eye candy, perfect.
Yes, eye candy.
I have fresh flowers all overmy island right now, just for
yeah.
But I'm gonna start gettingthem through FiftyFlowers.
Liza Roeser (20:24):
And it's proven that that significantly reduces
stress for women.
Oh having flowers in yourenvironment.
Bridget Fitzpatrick (20:33):
I believe it.
I believe it 100%.
100%.
Well, Liza, thank you so muchfor all the time that you've
given us today.
Congratulations on your massivesuccess.
Congratulations on the upcomingbook.
We can't wait to read it.
Um so it's really coolfollowing you on your journey.
And um, I would love to haveyou back sometime to talk more
about maybe after the book andwe can talk about that some
(20:53):
more.
But I would love that.
Yeah, I would love that.
But this has been great.
Really appreciate it.
Liza Roeser (20:57):
Thank you.
Yeah, thank you so much for allyou do to encourage us women
entrepreneurs as well, becauseit's it's it's lonely.
It is, and yet we can cometogether and be our biggest
cheerleaders.
That's right.
That's right.
We have to.
We have to.
Bridget Fitzpatrick (21:14):
We get to we get to.
We get to, yes, that's right.
I love it.
I love it.
All right, thanks again, Liza,so much.
Thank you.
Okay, okay.
Announcer (21:22):
This is the Female Founder Show with host and
entrepreneur, BridgetFitzpatrick, exclusively on
ASBN.
If you're a female founder andwould like to help other female
founders with your inspiringstory, we would love to hear
from you.
This is the Female Founder Show with host and
entrepreneur Bridget Fitzpatrickexclusively on ASBN.
Bridget Fitzpatrick (00:18):
Hello everyone and welcome to the
Female Founder Show.
Today's guest is Liza Roeser,founder and CEO of Fifty
Flowers, a company that changedthe floral game by delivering
fresh flowers straight from thefarm to your doorstep.
Liza went from the Peace Corpsin Ecuador to launching a
business with just a fewthousand dollars.
And now she's running amultimillion dollar company that
(00:40):
has served over a millionevents.
She's sharp, she's driven, andfull of heart.
And I'm so excited for you tohear her entrepreneurial journey
and how she makes it allhappen.
Liza, thank you so much forjoining us on the Female Founder
Show.
Liza Roeser (00:54):
Well, thank you for having me.
Bridget Fitzpatrick (00:56):
Yes.
So I would love to hear fromyou.
Let's go back to before youstarted FiftyFlowers, what you
were doing then, and what gaveyou the idea to start the
company.
Liza Roeser (01:09):
Well, I was a Peace Corps volunteer in Ecuador, and
I fell in love with the entireculture.
And I just felt there wassomething there that was going
to keep me engaged.
And literally, I just kind ofaccepted a job working, running
an accounting department for anexport company that happened to
(01:32):
export flowers.
And that's how I gotintroduced.
I kind of I just fell intoflowers. There was no backwards methodical, like, oh I'm going to do this
(01:55):
and then this and then that. It's- I was this little girl, in a third world developing country, seeing lots of opportunity.
Bridget Fitzpatrick (01:55):
Wow.
Talk to us about um, first ofall, the name FiftyFlowers.
Where did that come from?
Liza Roeser (02:00):
So roses, when they get shipped, they're bunched in
25 stems.
So it's almost like a baker'sdozen.
And if you put 50 in a box, Imean 25 in a box, it's lopsided
because they're top heavy.
So we put 50 in the box so thatit's nice and balanced.
Nice.
Bridget Fitzpatrick (02:21):
Oh, yes.
Wow.
And that could be a metaphorfor so many things in business.
Liza Roeser (02:26):
It's a metaphor for so many things.
So many things.
Bridget Fitzpatrick (02:29):
That's really great.
I love that.
So um I would love to hear.
So when you were first startingout, obviously there's um
challenges in all areas.
And not to dwell on any, but doyou remember some of the
initial challenges that you hadum early on that you maybe
weren't prepared for?
Liza Roeser (02:51):
Oh yeah, everything.
I mean, I'm- flowers are aperishable product.
Bridget Fitzpatrick (02:56):
Yeah.
Liza Roeser (02:57):
And you're dealing with a lot of planes, trains,
automobiles, and mother nature.
And you you can't write a book.
I mean, I don't have an SOPthat says, okay, when a volcano
explodes, this is what you do.
Bridget Fitzpatrick (03:12):
Right.
Liza Roeser (03:13):
You know, when it's decided to freeze and you don't
have flowers on this continent,what do you do?
So it's not only did I have thehurdles of I didn't study
business, I didn't know what Iwas doing.
You know, I had I had thathurdle of just not having tools
in my tools box and beingisolated in a foreign country,
(03:35):
that it's, you know, when peoplesay tomorrow, it's really not
tomorrow.
Bridget Fitzpatrick (03:41):
Yeah.
Liza Roeser (03:41):
And, you know, which is also part of the
success of my my first business,which is a business to
business, is when I saidtomorrow, it really was
tomorrow.
So I think just learning torespond to the curveballs that
were thrown at me was wasdefinitely just part of you know
(04:04):
success and learning, you know,and building the business.
Bridget Fitzpatrick (04:09):
Yes.
And I'm sure, so you've been atthis a long time over two
decades.
Now two decades in, I'm surethat you're handling things,
they're probably not easier, butthe way you're handling things
are just you just handle thembetter after doing it for so
long.
Liza Roeser (04:24):
Well, I mean, uh your first child versus your
second child.
Bridget Fitzpatrick (04:27):
Exactly.
Liza Roeser (04:28):
We learn, we learn through trial and error, and I
can only hope that I'm doingbetter.
Yeah.
You know, that and I know ourcompany is doing so much better
every day because we failforward.
We do have, you know, we'rewe're all gonna fail.
In fact, I love to tell this tothe team members, yeah, let's
(04:49):
go fail and let's celebrate thatbecause it's a learning, it's
it's a learning opportunity forus.
Bridget Fitzpatrick (04:55):
So a lot of business own owners early on,
they're getting started, andsome may have a savings account,
some may go, you know, get thefamily round.
How did you get startedfinancially in the business?
Liza Roeser (05:10):
It's an interesting, this is a really
interesting, fun uh story.
Is when I was in Peace Corps,they gave me $200 uh CDs or
bonds.
And I called home and said,Hey, mom and dad, help me.
And they were opposed to meliving in Ecuador.
They would have supported if Iwould have moved back, you know,
(05:32):
they offered a house andbusiness and all funding.
And I said, no, thank you.
And I went and I thought that Ihad cashed in all $4,800, but I
only cashed in $2,400.
I found the other a coupleyears ago, and they're up on the
wall in the office.
Bridget Fitzpatrick (05:51):
I love that.
Liza Roeser (05:52):
Isn't that great?
And that's how I started.
Bridget Fitzpatrick (05:56):
Oh my gosh.
Okay.
Liza Roeser (05:57):
That's how I started.
Bridget Fitzpatrick (05:58):
Great story.
Wow, and you have that up onthe wall now.
You sure do.
Oh, very nice.
So now you have a let's switchgears a little bit.
You have a very strong presenceon social media, and I really
enjoy following you.
I think you're great on there.
A lot of business owners knowthey need to go there.
They need to be on socialmedia.
It's so important for business.
(06:19):
But so many of them, so many ofus, don't because um we're
afraid of one thing or another.
So, what would you tellfounders to do or what advice
would you give them if they'rekind of going through that right
now?
They know they need to be onsocial media, but they just
can't do that.
Liza Roeser (06:37):
Yeah, it's it's you know, it's really interesting
to me how I just jump out of aplane and then I think about
okay, do I have a parachute, youknow, on the way down?
And on social media, if I couldgive one advice, is not
everyone's gonna like you.
And you have to learn to turnthose people off and listen to
(07:01):
your biggest cheerleaders.
Yes.
Because, yeah, I'm gonna saythe wrong thing, I'm gonna show
up in the wrong way, and I don'tknow what I'm doing.
And I always look at it andthank you, first off, for saying
that I have a large socialmedia following.
I still think there are acouple zeros that are missing on
that, and that's what I focuson.
(07:22):
And I think if you know, if Igo back and I say the best
advice is is turn off thehaters.
Yeah, you know, turn off themean girls because they're gonna
be there.
And it's circle yourself andsurround yourself with your
biggest cheerleaders.
Bridget Fitzpatrick (07:37):
Yeah, that's great advice, great
advice.
And for those of you that don'tfollow Liza, it's the flower
CEO is your handle.
I think that's great too.
Yes, yes.
So I have a morning routinethat is very important to me,
and when I don't do it, I'm alittle bit off for the day.
It's because I I don't know ifI just don't feel as proud of
(07:57):
myself for getting somethingdone.
Um, but do you have a morningroutine or something that you do
throughout the day that's umthat keeps you going?
Liza Roeser (08:06):
Oh, absolutely.
I think routines, you know, weall fear growing up and being
boring and predictable like ourparents.
Bridget Fitzpatrick (08:13):
Yeah.
Liza Roeser (08:14):
However, I'm my happiest when I am.
And yes, I wake up to gratitudeand prayer, and it is a
10-minute routine.
Then I will, you know, it'sit's my three tens.
You know, 10 minutes ofgratitude and prayer, 10 minutes
of writing, and then 10 minutesof reading, and then it's an
(08:34):
hour of exercise.
And it's either, yes, I loveOrange Theory because I can get
in, get it done, or it's hotyoga, like this morning.
And it was really hard thismorning.
But it's I'm in the gym at sixo'clock every single day.
Saturdays and Sundays, SundaysI give myself a little bit of
grace.
Nice.
And I agree with Bridget, if Idon't do it, I'm cuckoo for
(08:58):
cocoa -
Bridget Fitzpatric (09:00):
Right? Yeah, I just you just they're a
little off.
So it's definitely helpful forobviously for the health
reasons, but for mental reasons,I think even more at times.
So yeah.
Liza Roeser (09:09):
You know, I had a I had a double bunionectomy in
the week of Thanksgiving.
And it was three weeks of notbeing able to put any weight on
my foot.
Oh, and or drive.
And a week later, I still wasin my yoga studio with uh
working, and it's the mentalside of it more than it is the
(09:34):
physical side.
Bridget Fitzpatrick (09:35):
Yeah, yeah.
That that yes, you did it.
You just do what you can,right, with what you have.
Yeah.
Yeah, exactly.
So also um part of my kind oflike not really morning routine,
but throughout the day, I liketo listen to things and consume
content that's positive, thathelps me um focus or motivates
me.
(09:55):
I listen to a lot of um Dr.
Joe Dispenza for spiritualreasons, and then obviously the
Tony Robbins, Mel Robbins, allof those, Brendan Burchard.
Do you have anybody or anymentors?
It could be someone that youknow or anybody that that you
are inspired by and listen to?
Liza Roeser (10:12):
Yeah, you know, they're very traditional.
You know, Mel Robbins, I I knowshe's up and coming, but her
whole theory of let them, youknow, that is just let them and
then let me.
How powerful has that been?
And I am just such a corny fanof Oprah, you know, and and
(10:32):
following her as well as- newsis something that's very
interesting to me becausethere's good news and then
there's the hyped-up news.
And I have to give a big shoutout to the two guys over at the
Morning Brew.
I adore that show.
Bridget Fitzpatrick (10:51):
They're great.
They are great, yes.
They have really inspired somany people throughout the
years.
These guys are great.
So um for those females thatare watching today and they
maybe haven't taken the leapyet, they're thinking about
starting a business.
What advice would you givethem?
Liza Roeser (11:11):
I have so much, but I can narrow it down to believe
that you can do it, dreambigger, and just go do it.
Bridget Fitzpatrick (11:22):
That's right.
Liza Roeser (11:23):
You know, the worst thing that can happen is you
can fail.
And you'll learn for next time.
Bridget Fitzpatrick (11:29):
That's right.
That's right.
Great advice.
I love that.
First, believe in yourselfbecause that is so important.
And as women and men too, but Ithink it it falls on us more
the self-doubt that we have andthe the lack of confidence.
And if you just believe you cando it, and it that's just half
the battle right there.
Liza Roeser (11:47):
It is half, I mean, if not all the battle.
Yeah, because once you youbreak through that fear, yeah,
then it's uh it's golden.
Bridget Fitzpatrick (11:57):
Yeah, for sure.
Liza Roeser (11:58):
The world's your oyster.
Yeah, it really is.
Bridget Fitzpatrick (12:01):
So let's talk about FiftyFlowers.
Can you tell the audience whatFiftyFlowers is for those that
don't know?
Yes.
Liza Roeser (12:08):
Our mission at FiftyFlowers is to help you
create beautiful memoriesthrough delivering the most
amazing fresh-cut flowers that'savailable to everyone through
ordering online, our ourwebsite.
And at the same time, we'realso supporting sustainable
(12:29):
flower farms worldwide.
Bridget Fitzpatrick (12:31):
Nice, nice.
I love your um DIY kits thatyou have on there.
Those are really cool.
And I really don't think Ithink that's the first time I've
ever seen anything like that.
Um, would you consideryourself, were you a disruptor
in the the floral industry?
Liza Roeser (12:49):
Yeah, absolutely.
In fact, I trailblaze the waywomen and men plan their wedding
today, not just in flowers.
Yeah.
However, 25 years ago when Istarted the first website,
nobody was delivering directfrom the farm to the doorstep.
And I was told by all of ouriconic, you know, just very
(13:11):
smart business owners that I wasa crazy gringa.
And gringa is a very enduredterm from South America.
Yes.
Which, you know, Bridget, Ididn't listen.
I knew that there was a futureand that this was the future.
And yeah, 100% trailblazer,disruptor.
(13:32):
I was not liked, and now I'vejust kind of made people like me
in the industry going, there'sno secret behind this.
And because we're selling DIY,we're actually creating more
consumption and beauty, sopeople will become addicted to
having flowers around.
Bridget Fitzpatrick (13:51):
Yes, yes, so important.
I love that.
Yes.
Let's uh talk about as youryour company has grown over the
what 23 years is it now?
Yes.
Well, congratulations to that.
That's huge.
Thank you.
Yes, yes.
Has how has your leadershipstyle changed with the growth of
your team?
Liza Roeser (14:09):
Oh, you know, this is one of my favorite.
I've gotten out of my team'sway.
You know when you get the rightpeople and the right C, you
just got to let them grow.
I've become very curious.
And, you know, as we werespeaking earlier, I'm on
sabbatical.
I hired a COO and he's runningthe company, Howard Sobel.
(14:32):
He's running the company.
I worked with him for six weeksand said, here are the keys to
the kingdom, and I'll be back.
Bridget Fitzpatrick (14:40):
That's great.
So I need to talk to you aboutthis for a little bit, the
sabbatical.
Do you have a time frame likehow long do you think you can,
or do you plan on doing this?
Liza Roeser (14:51):
Um, interesting enough, it was 60 days.
Okay.
And I may never go back.
Bridget Fitzpatrick (14:58):
Oh my gosh.
Oh my gosh.
Yeah, that you've created thiscompany that can now that now
allows you the freedom thatyou've probably always been
longing for.
You know, financial freedom,freedom of your time, freedom to
do what you want, what makesyou happy, which I know the
company does too, but just somuch, um, I'm sure that brings a
(15:20):
lot of peace.
Liza Roeser (15:21):
You know, it it's really an interesting journey.
And I think as founders, wefear, you know, fear enters the
room and it it will start this,it'll spiral control.
And I'm owning it, you know,through the years.
However, getting very specificabout hiring the right people
(15:45):
that are, you know, not only dothey have the knowledge and have
they done it before, they fityour culture and they understand
the long term.
That's that's where the successhas been.
And I do just want to take astep back because, you know, of
my 65 employees, any of them belike, you're never coming back.
(16:07):
No, I'm just not coming back inthe role that I was in.
Bridget Fitzpatrick (16:13):
Yeah.
Liza Roeser (16:13):
You know, I'm a visionary, I am not an operator.
And understanding thedifference between those two
roles has been one of the mostpowerful just gifts that I can
give not only myself, but myteam.
Bridget Fitzpatrick (16:30):
Yeah.
Fantastic, fantastic.
Um, and if you don't mind measking, or have you bootstrapped
the whole the whole time?
Liza Roeser (16:37):
Yes.
100%.
Well, I love to say it's a lotof blood, sweat, tears, and
wine.
Bridget Fitzpatrick (16:44):
There you go.
For sure.
I love it.
I love it.
Okay, so with all of this, umcongratulations on your amazing
success and the just how yourcompany's been thriving over the
years.
Where do you see yourself andFiftyFlowers in the next five to
(17:05):
10 years?
Liza Roeser (17:07):
Well, myself, I am currently in the process of
writing a book.
And it's a book to help whenyou look at a flower arrangement
and you go to send flowers, andyou're like, golly jeepers,
that is so expensive.
Bridget Fitzpatrick (17:22):
Yeah.
Liza Roeser (17:23):
I'm gonna help you understand why the cost is
there.
And secondly, all of the magicthat took place to get those
flowers delivered to the door,you know, delivered to a friend,
delivered to your spouse,delivered to, you know, any
emotional moment that we needhelp expressing our, you know,
(17:46):
our true feelings.
And the name of the book is,"The Magic of Flowers." And it's
gonna highlight all of themagicians that, you know, from
the laboratory where we're we'regenetically modifying each and
every one of these plants towhere they will produce a flower
that is, you know, it's gonnahit the exactly of what
(18:10):
consumers are wanting to, youknow, the post-harvest, to how
we plant them, to how we shipthem.
I'm really excited to tell thisstory in a book.
And it's gonna be a beautifulbook.
Bridget Fitzpatrick (18:22):
That's great.
That's gonna be such a great, Ican see it already like as a
gift for uh someone that justgot engaged or for a bridal
shower.
Just you know, flowers are sosuch a big part of our lives on
so many occasions that we don'tthink about where they come
from.
And I learned a lot just bydoing the research before this
interview and going onto yourwebsite, how much is involved.
(18:44):
I think that's gonna be afantastic book, and I can't wait
to read it.
Liza Roeser (18:46):
So I can't wait to.
I will I will send you one.
In fact, it I I I've heardApril 1st from the publisher
will be when it comes out.
There's a lot of work that goesinto this, and we're deep in it
right now.
Oh, yeah.
So I'm very excited about that.
Now, if I want to seeFiftyFlowers, you know, my BHAG
is I want everybody in theUnited States to have flowers
(19:12):
from FiftyFlowers pass throughtheir dinner table at one point.
That's my BHAG.
And, you know...
Bridget Fitzpatrick (19:20):
I can see it.
It's gonna happen.
It's gonna happen.
Liza Roeser (19:24):
It's not just, you know, we've really cornerstoned
into weddings, and we have, youknow, we do 4,000 weddings a
week.
So we're delivering flowersacross the United States.
We're gonna hit 4,000 this thisthis season.
That's so great.
And there's more flowers areused for more than just
weddings.
Bridget Fitzpatrick (19:41):
Yes, I buy them every time I have company
coming over, or you know, andthat's yeah twice, three times a
month.
So I mean, so much, so much.
So yeah.
So much.
Liza Roeser (19:52):
Flowers bring so much joy.
Yeah, and they help you justdecorate life.
Bridget Fitzpatrick (19:57):
And people always comment on them.
People are always they alwayscomment on them.
They might not comment on youknow the dishes that we're using
for dinner, but they'll say,Oh, these flowers are so
beautiful or they smell so good,or you know, it's just a
conversation starter and justmakes so much beauty around you.
Liza Roeser (20:13):
So it really does.
I like to call it eye candy.
Bridget Fitzpatrick (20:16):
Eye candy, perfect.
Yes, eye candy.
I have fresh flowers all overmy island right now, just for
yeah.
But I'm gonna start gettingthem through FiftyFlowers.
Liza Roeser (20:24):
And it's proven that that significantly reduces
stress for women.
Oh having flowers in yourenvironment.
Bridget Fitzpatrick (20:33):
I believe it.
I believe it 100%.
100%.
Well, Liza, thank you so muchfor all the time that you've
given us today.
Congratulations on your massivesuccess.
Congratulations on the upcomingbook.
We can't wait to read it.
Um so it's really coolfollowing you on your journey.
And um, I would love to haveyou back sometime to talk more
about maybe after the book andwe can talk about that some
(20:53):
more.
But I would love that.
Yeah, I would love that.
But this has been great.
Really appreciate it.
Liza Roeser (20:57):
Thank you.
Yeah, thank you so much for allyou do to encourage us women
entrepreneurs as well, becauseit's it's it's lonely.
It is, and yet we can cometogether and be our biggest
cheerleaders.
That's right.
That's right.
We have to.
We have to.
Bridget Fitzpatrick (21:14):
We get to we get to.
We get to, yes, that's right.
I love it.
I love it.
All right, thanks again, Liza,so much.
Thank you.
Okay, okay.
Announcer (21:22):
This is the Female Founder Show with host and
entrepreneur, BridgetFitzpatrick, exclusively on
ASBN.
If you're a female founder andwould like to help other female
founders with your inspiringstory, we would love to hear
from you.
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