The Female Founder Show
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The Female Founder Show
How A Farm-To-Door Disruptor Scaled A Million Events
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
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This is the Female Founder Show with host and entrepreneur Bridget Fitzpatrick exclusively on ASBN.
Bridget Fitzpatrick:Hello everyone and welcome to the Female Founder Show. Today's guest is Liza Roeser, founder and CEO of Fifty Flowers, a company that changed the floral game by delivering fresh flowers straight from the farm to your doorstep. Liza went from the Peace Corps in Ecuador to launching a business with just a few thousand dollars. And now she's running a multimillion dollar company that has served over a million events. She's sharp, she's driven, and full of heart. And I'm so excited for you to hear her entrepreneurial journey and how she makes it all happen. Liza, thank you so much for joining us on the Female Founder Show.
Liza Roeser:Well, thank you for having me.
Bridget Fitzpatrick:Yes. So I would love to hear from you. Let's go back to before you started FiftyFlowers, what you were doing then, and what gave you the idea to start the company.
Liza Roeser:Well, I was a Peace Corps volunteer in Ecuador, and I fell in love with the entire culture. And I just felt there was something there that was going to keep me engaged. And literally, I just kind of accepted a job working, running an accounting department for an export company that happened to export flowers. And that's how I got introduced. I kind of I just fell into flowers. There was no backwards methodical, like, oh I'm going to do this 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:Wow. Talk to us about um, first of all, the name FiftyFlowers. Where did that come from?
Liza Roeser:So roses, when they get shipped, they're bunched in 25 stems. So it's almost like a baker's dozen. And if you put 50 in a box, I mean 25 in a box, it's lopsided because they're top heavy. So we put 50 in the box so that it's nice and balanced. Nice.
Bridget Fitzpatrick:Oh, yes. Wow. And that could be a metaphor for so many things in business.
Liza Roeser:It's a metaphor for so many things. So many things.
Bridget Fitzpatrick:That's really great. I love that. So um I would love to hear. So when you were first starting out, obviously there's um challenges in all areas. And not to dwell on any, but do you remember some of the initial challenges that you had um early on that you maybe weren't prepared for?
Liza Roeser:Oh yeah, everything. I mean, I'm- flowers are a perishable product.
Bridget Fitzpatrick:Yeah.
Liza Roeser: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 SOP that says, okay, when a volcano explodes, this is what you do.
Bridget Fitzpatrick:Right.
Liza Roeser: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 the hurdles of I didn't study business, I didn't know what I was doing. You know, I had I had that hurdle of just not having tools in my tools box and being isolated in a foreign country, that it's, you know, when people say tomorrow, it's really not tomorrow.
Bridget Fitzpatrick:Yeah.
Liza Roeser:And, you know, which is also part of the success of my my first business, which is a business to business, is when I said tomorrow, it really was tomorrow. So I think just learning to respond to the curveballs that were thrown at me was was definitely just part of you know success and learning, you know, and building the business.
Bridget Fitzpatrick:Yes. And I'm sure, so you've been at this a long time over two decades. Now two decades in, I'm sure that you're handling things, they're probably not easier, but the way you're handling things are just you just handle them better after doing it for so long.
Liza Roeser:Well, I mean, uh your first child versus your second child.
Bridget Fitzpatrick:Exactly.
Liza Roeser:We learn, we learn through trial and error, and I can only hope that I'm doing better. Yeah. You know, that and I know our company is doing so much better every day because we fail forward. We do have, you know, we're we're all gonna fail. In fact, I love to tell this to the team members, yeah, let's go fail and let's celebrate that because it's a learning, it's it's a learning opportunity for us.
Bridget Fitzpatrick:So a lot of business own owners early on, they're getting started, and some may have a savings account, some may go, you know, get the family round. How did you get started financially in the business?
Liza Roeser: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 me living in Ecuador. They would have supported if I would have moved back, you know, they offered a house and business and all funding. And I said, no, thank you. And I went and I thought that I had cashed in all $4,800, but I only cashed in $2,400. I found the other a couple years ago, and they're up on the wall in the office.
Bridget Fitzpatrick:I love that.
Liza Roeser:Isn't that great? And that's how I started.
Bridget Fitzpatrick:Oh my gosh. Okay.
Liza Roeser:That's how I started.
Bridget Fitzpatrick:Great story. Wow, and you have that up on the wall now. You sure do. Oh, very nice. So now you have a let's switch gears a little bit. You have a very strong presence on social media, and I really enjoy following you. I think you're great on there. A lot of business owners know they need to go there. They need to be on social media. It's so important for business. But so many of them, so many of us, don't because um we're afraid of one thing or another. So, what would you tell founders to do or what advice would you give them if they're kind of going through that right now? They know they need to be on social media, but they just can't do that.
Liza Roeser:Yeah, it's it's you know, it's really interesting to me how I just jump out of a plane and then I think about okay, do I have a parachute, you know, on the way down? And on social media, if I could give one advice, is not everyone's gonna like you. And you have to learn to turn those people off and listen to your biggest cheerleaders. Yes. Because, yeah, I'm gonna say the wrong thing, I'm gonna show up in the wrong way, and I don't know what I'm doing. And I always look at it and thank you, first off, for saying that I have a large social media following. I still think there are a couple zeros that are missing on that, and that's what I focus on. And I think if you know, if I go back and I say the best advice is is turn off the haters. Yeah, you know, turn off the mean girls because they're gonna be there. And it's circle yourself and surround yourself with your biggest cheerleaders.
Bridget Fitzpatrick:Yeah, that's great advice, great advice. And for those of you that don't follow Liza, it's the flower CEO is your handle. I think that's great too. Yes, yes. So I have a morning routine that is very important to me, and when I don't do it, I'm a little bit off for the day. It's because I I don't know if I just don't feel as proud of myself for getting something done. Um, but do you have a morning routine or something that you do throughout the day that's um that keeps you going?
Liza Roeser:Oh, absolutely. I think routines, you know, we all fear growing up and being boring and predictable like our parents.
Bridget Fitzpatrick:Yeah.
Liza Roeser:However, I'm my happiest when I am. And yes, I wake up to gratitude and prayer, and it is a 10-minute routine. Then I will, you know, it's it's my three tens. You know, 10 minutes of gratitude and prayer, 10 minutes of writing, and then 10 minutes of reading, and then it's an hour of exercise. And it's either, yes, I love Orange Theory because I can get in, get it done, or it's hot yoga, like this morning. And it was really hard this morning. But it's I'm in the gym at six o'clock every single day. Saturdays and Sundays, Sundays I give myself a little bit of grace. Nice. And I agree with Bridget, if I don't do it, I'm cuckoo for cocoa -
Bridget Fitzpatrick:Right? Yeah, I just you just they're a little off. So it's definitely helpful for obviously for the health reasons, but for mental reasons, I think even more at times. So yeah.
Liza Roeser:You know, I had a I had a double bunionectomy in the week of Thanksgiving. And it was three weeks of not being able to put any weight on my foot. Oh, and or drive. And a week later, I still was in my yoga studio with uh working, and it's the mental side of it more than it is the physical side.
Bridget Fitzpatrick: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 of like not really morning routine, but throughout the day, I like to listen to things and consume content that's positive, that helps me um focus or motivates me. I listen to a lot of um Dr. Joe Dispenza for spiritual reasons, and then obviously the Tony Robbins, Mel Robbins, all of those, Brendan Burchard. Do you have anybody or any mentors? It could be someone that you know or anybody that that you are inspired by and listen to?
Liza Roeser:Yeah, you know, they're very traditional. You know, Mel Robbins, I I know she's up and coming, but her whole theory of let them, you know, that is just let them and then let me. How powerful has that been? And I am just such a corny fan of Oprah, you know, and and following her as well as- news is something that's very interesting to me because there's good news and then there's the hyped-up news. And I have to give a big shout out to the two guys over at the Morning Brew. I adore that show.
Bridget Fitzpatrick:They're great. They are great, yes. They have really inspired so many people throughout the years. These guys are great. So um for those females that are watching today and they maybe haven't taken the leap yet, they're thinking about starting a business. What advice would you give them?
Liza Roeser:I have so much, but I can narrow it down to believe that you can do it, dream bigger, and just go do it.
Bridget Fitzpatrick:That's right.
Liza Roeser:You know, the worst thing that can happen is you can fail. And you'll learn for next time.
Bridget Fitzpatrick:That's right. That's right. Great advice. I love that. First, believe in yourself because that is so important. And as women and men too, but I think it it falls on us more the self-doubt that we have and the the lack of confidence. And if you just believe you can do it, and it that's just half the battle right there.
Liza Roeser:It is half, I mean, if not all the battle. Yeah, because once you you break through that fear, yeah, then it's uh it's golden.
Bridget Fitzpatrick:Yeah, for sure.
Liza Roeser:The world's your oyster. Yeah, it really is.
Bridget Fitzpatrick:So let's talk about FiftyFlowers. Can you tell the audience what FiftyFlowers is for those that don't know? Yes.
Liza Roeser:Our mission at FiftyFlowers is to help you create beautiful memories through delivering the most amazing fresh-cut flowers that's available to everyone through ordering online, our our website. And at the same time, we're also supporting sustainable flower farms worldwide.
Bridget Fitzpatrick:Nice, nice. I love your um DIY kits that you have on there. Those are really cool. And I really don't think I think that's the first time I've ever seen anything like that. Um, would you consider yourself, were you a disruptor in the the floral industry?
Liza Roeser:Yeah, absolutely. In fact, I trailblaze the way women and men plan their wedding today, not just in flowers. Yeah. However, 25 years ago when I started the first website, nobody was delivering direct from the farm to the doorstep. And I was told by all of our iconic, you know, just very smart business owners that I was a crazy gringa. And gringa is a very endured term from South America. Yes. Which, you know, Bridget, I didn't listen. I knew that there was a future and that this was the future. And yeah, 100% trailblazer, disruptor. I was not liked, and now I've just kind of made people like me in the industry going, there's no secret behind this. And because we're selling DIY, we're actually creating more consumption and beauty, so people will become addicted to having flowers around.
Bridget Fitzpatrick:Yes, yes, so important. I love that. Yes. Let's uh talk about as your your 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 leadership style changed with the growth of your team?
Liza Roeser:Oh, you know, this is one of my favorite. I've gotten out of my team's way. You know when you get the right people and the right C, you just got to let them grow. I've become very curious. And, you know, as we were speaking earlier, I'm on sabbatical. I hired a COO and he's running the company, Howard Sobel. He's running the company. I worked with him for six weeks and said, here are the keys to the kingdom, and I'll be back.
Bridget Fitzpatrick:That's great. So I need to talk to you about this for a little bit, the sabbatical. Do you have a time frame like how long do you think you can, or do you plan on doing this?
Liza Roeser:Um, interesting enough, it was 60 days. Okay. And I may never go back.
Bridget Fitzpatrick:Oh my gosh. Oh my gosh. Yeah, that you've created this company that can now that now allows you the freedom that you've probably always been longing for. You know, financial freedom, freedom of your time, freedom to do what you want, what makes you happy, which I know the company does too, but just so much, um, I'm sure that brings a lot of peace.
Liza Roeser:You know, it it's really an interesting journey. And I think as founders, we fear, 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 specific about hiring the right people that are, you know, not only do they have the knowledge and have they done it before, they fit your culture and they understand the long term. That's that's where the success has been. And I do just want to take a step back because, you know, of my 65 employees, any of them be like, you're never coming back. No, I'm just not coming back in the role that I was in.
Bridget Fitzpatrick:Yeah.
Liza Roeser:You know, I'm a visionary, I am not an operator. And understanding the difference between those two roles has been one of the most powerful just gifts that I can give not only myself, but my team.
Bridget Fitzpatrick:Yeah. Fantastic, fantastic. Um, and if you don't mind me asking, or have you bootstrapped the whole the whole time?
Liza Roeser:Yes. 100%. Well, I love to say it's a lot of blood, sweat, tears, and wine.
Bridget Fitzpatrick:There you go. For sure. I love it. I love it. Okay, so with all of this, um congratulations on your amazing success and the just how your company's been thriving over the years. Where do you see yourself and FiftyFlowers in the next five to 10 years?
Liza Roeser:Well, myself, I am currently in the process of writing a book. And it's a book to help when you look at a flower arrangement and you go to send flowers, and you're like, golly jeepers, that is so expensive.
Bridget Fitzpatrick:Yeah.
Liza Roeser:I'm gonna help you understand why the cost is there. And secondly, all of the magic that 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 need help expressing our, you know, our true feelings. And the name of the book is, "The Magic of Flowers." And it's gonna highlight all of the magicians that, you know, from the laboratory where we're we're genetically modifying each and every one of these plants to where they will produce a flower that is, you know, it's gonna hit the exactly of what consumers are wanting to, you know, the post-harvest, to how we plant them, to how we ship them. I'm really excited to tell this story in a book. And it's gonna be a beautiful book.
Bridget Fitzpatrick:That's great. That's gonna be such a great, I can see it already like as a gift for uh someone that just got engaged or for a bridal shower. Just you know, flowers are so such a big part of our lives on so many occasions that we don't think about where they come from. And I learned a lot just by doing the research before this interview and going onto your website, how much is involved. I think that's gonna be a fantastic book, and I can't wait to read it.
Liza Roeser:So I can't wait to. I will I will send you one. In fact, it I I I've heard April 1st from the publisher will be when it comes out. There's a lot of work that goes into this, and we're deep in it right now. Oh, yeah. So I'm very excited about that. Now, if I want to see FiftyFlowers, you know, my BHAG is I want everybody in the United States to have flowers from FiftyFlowers pass through their dinner table at one point. That's my BHAG. And, you know...
Bridget Fitzpatrick:I can see it. It's gonna happen. It's gonna happen.
Liza Roeser:It's not just, you know, we've really cornerstoned into weddings, and we have, you know, we do 4,000 weddings a week. So we're delivering flowers across the United States. We're gonna hit 4,000 this this this season. That's so great. And there's more flowers are used for more than just weddings.
Bridget Fitzpatrick:Yes, I buy them every time I have company coming over, or you know, and that's yeah twice, three times a month. So I mean, so much, so much. So yeah. So much.
Liza Roeser:Flowers bring so much joy. Yeah, and they help you just decorate life.
Bridget Fitzpatrick:And people always comment on them. People are always they always comment on them. They might not comment on you know 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 just makes so much beauty around you.
Liza Roeser:So it really does. I like to call it eye candy.
Bridget Fitzpatrick:Eye candy, perfect. Yes, eye candy. I have fresh flowers all over my island right now, just for yeah. But I'm gonna start getting them through FiftyFlowers.
Liza Roeser:And it's proven that that significantly reduces stress for women. Oh having flowers in your environment.
Bridget Fitzpatrick:I believe it. I believe it 100%. 100%. Well, Liza, thank you so much for all the time that you've given us today. Congratulations on your massive success. Congratulations on the upcoming book. We can't wait to read it. Um so it's really cool following you on your journey. And um, I would love to have you back sometime to talk more about maybe after the book and we can talk about that some more. But I would love that. Yeah, I would love that. But this has been great. Really appreciate it.
Liza Roeser:Thank you. Yeah, thank you so much for all you do to encourage us women entrepreneurs as well, because it's it's it's lonely. It is, and yet we can come together and be our biggest cheerleaders. That's right. That's right. We have to. We have to.
Bridget Fitzpatrick: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:This is the Female Founder Show with host and entrepreneur, Bridget Fitzpatrick, exclusively on ASBN. 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.